Nonetheless, says William L. Wallace , who was one of the prime movers in setting up olin’s system before he left the company in 1974, ,the system has brought a beneficial change in outlook . in the past, he says, “we never asked ourselves hoe we could win “ though olin started five-year planning as early as 1963, it was not until 1971, after the company experienced four consecutive year of falling profits. And a drop in return on equity to 4.1 % from 12.5% in 1966, that the company decided to rethink its controls on its diverse operation . this led management to ADL and its system of strategy planning “we needed somebody to give us structure from which to start