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In the Latest Issue of Context, Scott McNealy Talks About Tough Times, Great Leaders, and the Benefits of Downturns; Magazine Names 'The Context 100s': The New Market Leaders and the Biggest Gainers in the Economic Slowdown.

CHICAGO -- Despite a tough economic environment, Sun Microsystems' Chief Executive Scott McNealy focuses on the bright side. "Marginal players disappear," he says in an interview in the latest issue of Context.

Competitors that caused real problems a year and a half ago have crashed and burned, he says. "Now only Microsoft and IBM are left. I'll take that any day."

McNealy acknowledges that it's not easy to lead a company during a downturn. "You need to be a great leader all day, every day." He advises going against the norm.

"When times are tough, you don't need to beat on people....So right now, my leading consists mostly of cheerleading ... telling people how great they're doing." In fact, McNealy says, it's possible to "build loyalty in difficult times, even though you have to make some tough decisions."

The new issue of Context, a publication of DiamondCluster International , also features the inaugural publication of "The Context 100s" -- a listing of the world's "100 New Market Leaders" (those holding the strongest competitive positions over the past five years) and the "100 Biggest Gainers" (those that most strongly improved their competitive standing despite the difficult economy of the past 18 months).

The Biggest Gainers list includes companies such as Harley-Davidson. The motorcycle manufacturer, called "fair, flabby, and 50" in 2000, went on to introduce its "V-Rod" bike, captivate younger and European markets, and stun the industry by proving that companies can do well despite the severe economic downturn.
 The February/March issue also features these articles:
 -- "Measure for Measure," which explains a new means for aligning I/T
 investments with a company's overall strategy.
 -- "Untangling I/T," which outlines principles that I/T departments can
 use to cut costs while simultaneously gathering better information.
 -- "Tags, You're It!," an informative look at the growing popularity and
 impact of RFID (radio frequency identification) tags. The tags are
 making it relatively easy to track anything, anytime, anywhere -- from
 wandering cows to errant toothpaste shipments.
 -- "Getting All the Credit," which illustrates how Capital One has built a
 credit-card empire by creating a company culture that is committed to,
 even obsessed with, testing. Capital One tests everything -- credit-
 card offers, customer preferences, executives' skills, product nuances,
 and the best ways to collect money -- and then, with great skill, uses
 what it learns.
 About Context

Context aims to help senior executives deal with what we consider to be the most confounding business issue of our day: how information technology is transforming the rules of commerce. The magazine acts as a springboard for new ideas from innovative thinkers about how to succeed in an environment where change is continual and the rules of business haven't yet been written.

About DiamondCluster International

DiamondCluster International, Inc. is a premier business strategy and technology solutions firm, delivering value to clients worldwide by developing and implementing innovative digital strategies that capitalize on the opportunities presented by new technologies. Headquartered in Chicago, DiamondCluster also has offices in Barcelona, Boston, Dusseldorf, Lisbon, London, Madrid, Munich, New York, Paris, San Francisco and Sao Paulo. Visit for more information.


Contact: Joan Lufrano, +1-312-255-5307, , or David Moon, +1-312-255-4560, , both of DiamondCluster International

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Date:Feb 20, 2002
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