And Now, For Creative's Next Trick...

In the West, Sim Wong Hoo's name may not be up there in the pantheon of high-tech luminaries. But in his native Singapore, the chief executive of Creative Technology Ltd. is a celebrity. Sim has starred in a "do you know me" American Express Co. ad, became the basis of a soap opera character, and is lauded as a role model by the government. No wonder: In 14 years, Sim has turned a $6,000 investment into a $1.2 billion powerhouse, mainly with Sound Blaster, an add-in card featured in 70% of all multimedia PCs used in the U.S.

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