According to Eisenhardt & Sull (2001), strategies should be made up of simple rules even in chaotic undustries. The article summarizes the Simple Rules and outlines each type of rule. What is the importance of following each of these rules and how will each impact the strategic direction of a company? The article further states that rules arise from experience and in some cases from mistakes. Give an example of a company who could have implemented a simple rule from their mistakes.