The league overall understands this, though some coaching staffs have been quicker than others in adjusting their systems. The percentage of offensive possessions that end with isolation plays and post-up shots has declined every season for the last five years, per Synergy Sports. In 2008-09, the year after the Celtics used a Thibodeau-designed system to create one of the stingiest defenses ever, 27 of the league's 30 teams still finished at least 9 percent of their offensive possessions via an isolation play, according to Synergy Sports. The Magic, at 7.4 percent, were the least isolation-prone team in the league that season.3 This season, 15 teams — half the league — are below that 9 percent isolation mark, and a whopping 11 have lower isolation shares than Milwaukee's league-low number from 2008-09. The drop in post-ups has been similar, and the numbers would seem to indicate an increase in ball movement.
Smart defensive coaching has put a premium on smart offensive coaching. Several sources at all levels suggest the NBA is becoming more like the NFL — with more of an emphasis on trickery, scheming, and anticipating how teams will respond to particular actions.