Nokia follows Mr. Advice.

If one word could sum up Nokia's approach to business, it would be "reinvention." The company has reinvented itself multiple times since its founding in 1865 as a forest products concern. Leading the out-of-the-box thinking these days is Nokia's head of R&D, Yrjo Neuvo, whose surname literally translates to "Mr. Advice" (Advisor's Buzz likes him already). You could say the buck stops with Neuvo, but you can also say the bucks start with him because his innovative management style is partially responsible for Nokia's 38 percent share of the cell phone market. Nokia's 18,000-member R&D team answers solely to Neuvo, but he's hardly a micro-manager. His engineers and designers have the freedom to build new innovations into the phones without management approval, or even knowledge. Neuvo likens the system to a great jazz band in which the members play the same piece, but improvise on a theme. Does the system backfire? Occasionally--but the successes far outnumber the gaffs. Nokia wins include the first phone with an internal antenna, the first one-chip phone, and several models that have sold 50 times Nokia's internal projections.