Navigating Complexity. Illuminating and Transforming Human Ecosystems.
I help leaders see the systems they are working within so they can act with clarity, alignment, and strategic leverage.
Most Strategy Fails Because the System Is Invisible.
Organizations do not operate in isolation. They exist within complex human ecosystems shaped by incentives, power dynamics, value flows, and relationships.
When those dynamics are unseen, even well-designed strategies stall.
Leaders feel:
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Alignment that doesn’t hold
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Change that doesn’t scale
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Innovation that doesn’t land
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Partnership that remains aspirational
Learn how ecosystem illumination works →
Three Pathways Into the Work
Ecosystem Illumination
Making invisible value dynamics visible so leaders can see where friction, influence, and leverage truly live.
Systems-Aware Strategy
Translating ecosystem insight into strategic direction, governance clarity, and aligned decision-making.
Innovation at Ecosystem Scale
Designing services, experiences, and structures that function within the real system, not just the org chart.
The Ecosystem Project
Co-authored with Rob Brodnick, The Ecosystem Project is a practical guide to illuminating and transforming human ecosystems.
It provides leaders and practitioners with a shared language for navigating complexity and acting with intention.
In Practice
Ecosystem thinking applied in real contexts.
Case Study: Hudson Valley
Intro Illuminating and strengthening a seven-county regional entrepreneurship ecosystem to accelerate innovation, economic diversity, and long-term regional vitality.In partnership with SUNY New Paltz and the Hudson Valley Venture Hub, we mapped and activated the...
Unleashing the Power of Care
Delve into the inspiring story of CareTeam Technologies and their transformative pivot from a humble babysitting app, MyCrew, to a revolutionary care platform that will change how families coordinate care for individuals with complex illnesses or elderly loved ones. Discover how CareTeam Technologies harnessed the insights gained from generative research and propelled their vision forward, unlocking a significant market opportunity.
From Bandaid to Breakthrough
In the fast-paced world of B2B software development, it’s not uncommon for product teams to face tight timelines and customer demands for new features. In late 2022, a product team found themselves in a familiar situation when approached by a customer with a specific request. The team’s initial inclination was to quickly implement a “hack” solution to meet the customer’s needs, relying on their deep understanding of the customer base and the software’s customizability. However, Karyn joined the team and sensed the potential for a more comprehensive approach. A user-research-led innovation research strategy followed, involving internal white-boarding sessions, cognitive walk-throughs with customers, and online journey mapping workshops. This case study explores how this unconventional research approach unearthed a significant unmet customer need, leading to the discovery of a whole new product pillar aligned with the company’s mission. Through this journey, the team experienced an increased alignment, breakthrough insights, and a promising future for the newly envisioned product.
This Work Begins With Conversation.
There is no template.
No packaged framework applied from the outside.
The work begins by listening carefully to the ecosystem you are navigating — and making visible what is already shaping your decisions.
From there, clarity becomes possible.
Meet Karyn Zuidinga
Founder of NextWAVE Innovation and co-creator of The Ecosystem Project
Karyn is a seasoned practitioner in systemic innovation, research, and strategic planning. With decades of experience in UX design and organizational strategy, she brings both clarity and collaboration to leaders navigating complex challenges.
AMI Board Chair
She also serves as Chair of the Association for Managers of Innovation (AMI), a pioneering nonprofit dedicated to advancing creativity and innovation in organizations and society.
