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Much of the organizational thinking about disease outbreaks, and about crisis management in general, has focused on preparation. With the sudden emergence of a deadly new coronavirus, organizational preparedness is key. In recent years, many companies, for example, have created risk management teams to develop detailed contingency plans for responding to a pandemic. This is necessary but not sufficient. In the complex and uncertain environment of a sustained, evolving crisis, the most robust organizations will not be those that simply have plans in place but those that have continuous sensing and response capabilities. As Darwin noted, the most adaptive species are the fittest.