executive perspectives: Through the Years

Ahh, the '90s—a simpler time when like, you know, Hanson was a household name, video guides were a thing and AOL was king. And, in 1997, a guy named Fred Collins began his career in print as the new business development manager for a supplier then known as The DFS Group.

The big wheel of business has turned a million times since then, and shifting consumer habits, along with a crippling recession, claimed many casualties. While we may not hear "You've got mail!" or "In an MMMBop, they're gone" as often, the same cannot be said for "You. Unlimited," the tagline of the recently rebranded DFS. Collins, who assumed the role of company president in 2008, doesn't take his success for granted. So, what's the key to his longevity? A consultative approach.