As COVID continues to impact how we live our lives and run our businesses, many businesses are in crisis mode. As I work with business leaders on the decisions that they face, sometimes the question comes up — given our urgent issues, does strategy even matter right now? In this episode we compare how two different companies, Sprint and T-Mobile, both in crisis in 2008, responded. One said "we don't need a strategy - our strategy is survival" and the other used the crisis to refine their strategic framework which they then used in making hard decisions. How do you think that turned out?

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