#38 – Taking On AT&T: How to Challenge an Industry Titan – and Win

What happens when two relentless negotiators face off, both determined not to give an inch? Why do so many high-level business discussions go nowhere? And what could change the outcome?

This week on S4N, Gene unpacks the story of Bill McGowan – a groundbreaking but often overlooked figure who paved the way for the cell phone you’re holding in your hand right now. McGowan helped dismantle AT&T’s monopoly through bold leadership at MCI and ultimately transformed U.S. telecommunications through a pivotal negotiation with AT&T chairman John DeButts that exposed the dangers of ego-driven dealmaking. 

This negotiation’s missteps and missed opportunities act as great teachers for anyone doing business today – from tech entrepreneurs trying to disrupt incumbents, to executives competing for market access, to lawyers who think it would be easier to just file a lawsuit. 

Remember: negotiation is life.

Mentioned in this episode:

• The Deal of the Century: The Breakup of AT&T by Steve Coll
• "Long Distance Warrior: The Story of MCI vs. Ma Bell"