This is a real story about how a group of highly innovative and highly committed employees sought to
rescue a failing telecom giant while they thought AT&T still had its chance. The signs of radical change in the
telecom industry were in the air. The management did not seem to be able to come to terms with industry
deregulation, the Internet, or the declining revenues from long-distance telephony. The group’s reaction to
emerging strategy failure, described in detail in this article, was more than an effort to create new strategy: it
was motivated by the need to find meaning beyond the often irrational corporate realities they were faced
with. It was an effort to stay sane in strategically mad(dening) times.
http://www.strategos.com/articles/ODD_StrategyCreation.PDF
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