Fractal dynamics is a unique, systems-based approach of looking at and thinking about organizations. In this view, the organization is viewed as part of a pervasive organizational fractal. Many astounding properties such as fractal completion, fractal influence and fractal universality emerge in fractal space. These offer new insight into the fundamental dynamics animating all organizations. Routine management tasks such as strategy formulation, cost cutting, process redesign, product formulation, management of change and leadership development can be conducted anew with powerful and (...) innovative insights, unavailable when management is approached traditionally through a linear and sequential thinking approach. This article focuses primarily on the rationale for employing fractal dynamics, and on the search for the pervasive organizational fractal that animates all organizations. A brief example of how fractal dynamics offers insights in the case of management of change is also provided. (shrink)