Today, one could argue that the popular slogan "You've Come a Long Way, Baby" is more fit to represent a company like Intuit than it ever was to represent a cigarette company. After all, Intuit, the financial e-service and software provider, has come a long way from its original roots as a shrink-wrapped-software company of the 1980s and early '90s. Today, the company, headquartered in Mountain View, Calif., employs nearly 5,000 people and is dipping into the lucrative financial-services market that extends far beyond personal finance. "We make such a huge improvement in people's lives that they go, 'Wow,' and tell their friends, and the business grows," Scott Cook, co-founder and chairman of the executive committee, said at an UPSIDE lunch a few months ago.
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