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Intel Risks it All (Again), by Ellen McGirt, page 88
Andy Grove famously bet Intel on a new chip architecture in the 1980s. Today CEO Paul Otellini is engaged in an even more dramatic bet. The goal: a new kind of Intel-one defined as much by market insights as faster-than-fast technology. How Otellini and right-hand Sean Maloney are reengineering Chipzilla-with assists from Apple, China, and a hip indie ad shop.

The Unlikely Mogul, by Chuck Salter, page 98
"Even for Hollywood, where long odds and high stakes are staples of storytelling, the plotline is a doozy," writes Chuck Salter about Hulu, which in two years has become the premier broadcast video site on the Web. Jason Kilar, Hulu's 38-year-old CEO, has drawn in millions of viewers and gobs of ad dollars. Despite competitors on all sides-including his own backers, NBC, Fox and ABC-Kilar is on a mission to save traditional TV from itself.

Cassandra's Revenge, by Danielle Sacks, page 112
"Not long ago, economist Noreena Hertz lived at the lefty margins of her field," writes Danielle Sacks. "But her (widely ignored) prediction of the credit crisis and her call for a more evolved form of capitalism have put her in the spotlight." Big corporations and governments now turn to the Cambridge professor for insights into what she calls "co-op capitalism." Says Bono, who enlisted Hertz for his Red campaign: "The Hertz brain is hardwired to the Hertz heart, but it's the unsentimental economic analysis that makes her such an effective instrument for change."

The Gene Bubble, by David H. Freedman, page 116
Billions have been spent in search of miracle cures promised by the decoding of the human genome. Yet as David H. Freedman reports, most geneticists now quietly admit that such miracles are still far, far away-if they ever arrive at all: "Genome-based treatments are in the drug pipeline in the same way that the Cleveland Indians are in the World Series pipeline."

iPhone's Eye-popping Future, by Farhad Manjoo, page 51
The rise of "augmented reality" apps - such as Yelp's iPhone app - and how layering data on top of smartphone and computer screens is both a fad and the future.

Selling to The $700 Billion Gay-and-Lesbian Market, by Kate Rockwood, page 21
American Airlines, Viacom, Macy's, Hyatt, and more.

Tequila Madness, by Mark Borden and David Lidsky, page 32
As Diageo celebrates the 250th anniversary of Cuervo on Nov. 2, an agave-eye view on the fascinating (and salty) history of the margarita-now the most popular cocktail in America.

How the $45 Billion Pet-Care Biz is Going High Tech, by Zachary Wilson, page 64
Breakthrough products and services, from doggie DNA tests to the Ruffwear swimvest.

Real Estate Highs and Lows , By The Numbers by Anne C. Lee, page 40
The most expensive home, the lowest sale prices, the highest foreclosure locales and more.

For more of the November 2009 issue of Fast Company, please visit beginning October 14.

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