Develops the concept that executives in fast-moving environments overcorrect the inevitable drift to efficiency and bureaucracy (structure and constraints). They increase flexibility using: heuristics; deliberate simplification (following periods of enhancement); injecting flexibility (temporary projects, alliances, prototypes).
Explores nuances of operating in dynamic environments, that firms may operate in multiple environments (of varying volatility), and each dynamic situation has unique combinations of ambiguity and unpredictability. Suggests that rather than balancing efficiency and flexibility (per ambidexterity theory), executives use their experience and single mechanisms of higher-order cognition: abstractions (heuristics); cognitive variety (new thinking); interruptions (reflective learning).