el.: 212-903-8316. Fax: 212-903-8083. Web site: www. amacombooks.org This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Martin, Dick, 1946- Tough calls : AT&T and the hard lessons learned from the telecom wars / Dick Martin. p. cm. Includes bibliographical references and index. ISBN 0-8144-7243-5 1. AT Q T-History. 2. Telecommunication-United States-History. I. Title. HE8846.A55M37 2005 384'.06573-dc22 2004018451 C 2005 Dick Martin. All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. Printing number To my wife and partner, Ginny. She makes liars of those who say beauty is only skin deep. This page intentionally left blank Contents Acknowledgments Introduction 1. Don't Dance to the Music of Your Own Buzz 2. Understand the Power of Symbols 3. Take Control 4. Complete the CEO 5. Expect the Dumbing Down of Reality 6. Work Inside Out Toward Your Customers 7. Don't Let Plugging Leaks Become an Obsession 8. Casting Is Everything 9. Pay Attention to the Power of the Few 10. Don't Confuse Politics and Public Relations 11. Say Good-Bye to the Rah-Rah Brother- and Sisterhood 12. Stay Off the Treadmill of Expectations 13. It's Okay to Change Your Mind 14. Credibility Breaks All Ties 15. Reimagine Your Company's Mission 16. Practice Ambidextrous Leadership Appendix: Selective Chronology Notes Index This page intentionally left b