The values of the project should be kept in mind for all team members because the goal may change.

The lack of explicit discussion about why and how the mission had to change created a wedge between participants. Reminding team members about the values underlying the project — promoting sustainability, urban livability, innovation — could have helped bring all of them back into the fold. Instead, the team found itself split between those enthusiastic about the new goal and those who clung to the old one.

As anyone who has been to a movie theater knows, a lot of seats are usually empty. Add up those empties over the course of a year, according to Atom Tickets, a start-up based here, and more than 5 billion seats go unsold annually at North American multiplexes. Atom, a movie ticketing app and website, has made solving that puzzle its mission — and, as it seeks to increase its user base over the busy holiday film season.