Truth be told, nobody thought Dell’s direct business model would work, at least back in the early 90s. As Bill Sharpe, head of the advertising agency that held the Dell Canada account from 1996 to 2006, told me, “I had a business partner in California who said, we have a client, Dell. It sells computers over the phone, and ships them to you. I said, ‘There’s no way, who’s gonna buy a computer over the phone? They’re complicated.