Chapter 9. Compete by Simplifying Complexity: SmartPak Brings Stability to the Stables

HERE’S A TALE OF SHEER, UNNECESSARY CORPORATE COMPLEXITY THAT IS WORTHY OF THE GUINNESS BOOK OF WORLD RECORDS. A MONTH OR SO AFTER THE APPLE IPHONE WENT ON THE MARKET, FOLLOWING ONE OF THE BIGGEST PRODUCT BUILD-UPS EVER, CUSTOMERS BEGAN RECEIVING THEIR FIRST SERVICE BILLS FROM AT&T.

For Justine Ezarik, a graphic designer in Pittsburgh, it was a shockingly memorable experience. Her bill came not in an envelope, but in a box—all 300 pages of it. Each of her Internet communications was listed, one by one. It was an example of corporate complexity run amok that AT&T isn’t likely to forget, either. Ezarik posted a video on YouTube showing her opening the box and inspecting ...

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