The need is for multi-skilled, multi-disciplinary teams that can do everything from planning and training, through design and execution, to monitoring and evaluating programs, and can work in the complex overlapping space among all these problems, from the strategic and risk analysis level right down to field execution.

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Finally, the combination of multiple channels, markets, and devices highlights the most significant challenge of all: real omni-channel execution and insight in a world of applications that were not built to work together.

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The solution to reconciling disciplined execution and innovation lies in giving greater freedom to those people doing the work to exercise their talents and creativity, but doing so within short cycles so that those doing the work can themselves see whether they are making progress or not.

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