In this multimedia case Kevin Peesker, former President of Dell Canada faces the issue of evaluating Dell's go-to-market business model with its customers. The model at the time was being direct to customers; its was a foundation of the business that made Dell successful as an organization, which was taking out the middleman in the supply chain of getting a product from research and development through to a customer receiving it in their hands for utilization. Given market forces, Dell was no longer sure if this approach was going to be successful over the long term. What should they do?