IBM loss - at the time the biggest in American corporate history. Lou Gerstner was hired as CEO from RJR Nabisco to turn the company around. In 2002, IBM acquired PwC consulting, and in 2003 it initiated a project to redefine company values, hosting a three-day online discussion of key business issues with 50,000 employees. The result was three values: "Dedication to every client's success", "Innovation that matters—for our company and for the world", and "Trust and personal responsibility in all relationships". In 2005, the company sold its personal computer business to Chinese technology company Lenovo and, in 2009, it acquired
ThinkPad of the horse ridden by Tonto, the sidekick from the 1950s television series "The Lone Ranger". Lenovo envisioned the Scout as a very high-end ThinkPad that would be analogous to a luxury car. Each unit was covered in fine leather embossed with its owners initials. Extensive market research was conducted on how consumers would perceive this form factor. It was determined that they appreciated that it emphasised warmth, nature, and human relations over technology. The Scout was soon renamed the ThinkPad Reserve Edition. It came bundled with premium services including a dedicated 24-hour technical support hotline that would be answered