Since the 90's, one of ethnography's values has been about the reduction in the risk of developing new products and services by providing contextual information about people's lives. This model is breaking down. Ethnography can continue to provide value in the new environment by enabling the corporation to be agile. We need to: (1) identify flux in social-technological fabric; (2) engage in the characterization of the business ecosystems to understand order; and (3) be a catalyst with rapid deep dives. Together we call it a FOC approach (flux, order, catalyst).