Calling an effective football game is like constructing a symphony. It’s important to use different tempos, concepts and formations to keep a defense on its heels. In music, composers introduce a melody and attempt to build off of it. Whether it’s adding in a new note or chord structure, the goal is to keep a listener intrigued. A symphony is complex, but the conductor always wants to tell a story.
Offensive coordinators face a similar task. There is an overarching theme of an offense and the goal is to evolve and add certain wrinkles to it. Coaches understand the personnel they have and design plays to maximize athletic potential.