When adaptation becomes uncoordinated, journeys fall out of sync — like improv comedy gone horribly wrong.

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When performers fall out of sync, even the best improv starts to break down.

Why does innovation fail even when we have the best teams doing the right things? That’s like fielding an all-star team and still losing to one fighting relegation.

To pardon the cliché, innovation is a team sport. But skill and talent alone won’t yield favourable results.

Having worked in both the client and agency sectors for nearly 20 years, I’ve learned that coordination matters. It really matters.…