Bordeaux
FOR ITS FINAL ASSAULT on Sony, the chairman of Samsung—now in
wavering health—summoned a rising star named Choi Gee-sung (G.S.),
who, over two decades, had proven himself one of Samsung’s most loyal
knights. Born into a poor family during the Korean War, G.S. was the
fourth son of a government civil servant. He joined Samsung in 1977 “to
put food on the table,” he said. It was his chance to make a difference. He
would quickly rise to the task.
Promoted to overseas semiconductor salesman in the 1980s, G.S.
became a legend in this company of factory floor engineers.
“To overcome his weakness as a non-techie, he read and memorized a
1000-page book about the VLSI [vertical large-scale integration]
manufacturing process,” business consultant Eun Y. Kim wrote. “His first-
year sale of $1 million was record-breaking.”
“I was often impressed at his capacity to understand and recite minute
details of my U.S. TV business,” said James Sanduski, former senior vice
president for TV marketing. “He seemed to know everything.”
In 2004, after a steady rise as a television marketer, the chairman
appointed him chief design officer, an unusual title that gave him
responsibility for overseeing the creation of a new line of televisions
designed to go head-to-head with Sony. But G.S. was also the man behind
the throne, the kingmaker and regent to the crown prince. The chairman, as
his health deteriorated, prepared to hand the Samsung empire to his only
son, Jay Y. Lee. G.S. was expected to mentor Jay in the ways of business
and technology.
Those around Jay treated him with near-absolute reverence. Everything
was done to ensure that he looked good and was able to ascend to the role