Joe Tucci, Chairman, President and CEO, EMC

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EMC Chairman, President and CEO Joe Tucci doesn't beat around the bush. When Tucci met with RSA Security CEO Art Coviello over lunch earlier this year, he got straight to the point: He wanted to buy

RSA

because it had the best security technology, bar none. "Joe is nothing if not direct and blunt," says Coviello, who now works for Tucci.

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Coviello says Tucci, 59, is methodical about strategy, but impatient about results. Indeed, Tucci, known for driving fast cars, is driving EMC at lightning speed into the

software

and services business. Over the past three years, Tucci has acquired 21 companies. His all-cash $2.1 billion acquisition of RSA this year may be his boldest move yet to extend EMC's information life-cycle value proposition.

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Partners say Tucci also set the stage for explosive sales to small and midsize businesses with the EMC Insignia products. BL Trading, an EMC partner in Hanover, Mass., is grabbing 10 to 15 new customers a month with the Insignia line, says Rob Littlefield, BL Trading's vice president. "This takes the whole information life-cycle management concept to a new customer base," he says. "It's a very young and immature market that really needs these products."

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Littlefield says all signs point to Tucci as a visionary whose many deals are keeping Hopkinton, Mass.-based EMC at the top of the pyramid. "I wouldn't second-guess him," he says. "As far as I am concerned, he has been right on the money with all the changes he has made moving EMC toward software and solutions. The solution is the way to go. You can't be selling a piece of hardware that everyone else in the world has."

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