The Philadelphia 76ers have fired coach Brett Brown, a day after his seventh season ended in a post-season sweep.
The 76ers were 43-30 this season and had woefully underachieved in a year when they were expected to be serious contenders in the Eastern Conference.
Instead, they weren't close, and Monday's move was expected after the sixth-seeded Sixers were swept by the Boston Celtics.
Brown had guided the 76ers back from the bottom of the NBA but has not been entrusted with their future.
"I have a tremendous level of respect for Brett both personally and professionally and appreciate all he's done for the 76ers organisation and the City of Philadelphia," general manager Elton Brand said in a statement.
"He did many positive things during his time here, developing young talent and helping position our team for three straight postseason appearances. Unfortunately, we fell well short of our goals this year and I believe it is best to go in a new direction."
Brown failed to mould the team out of the growing pains into championship contenders, with a mismatched roster that included Australian All-Star Ben Simmons.
The 76ers have committed $A40 million to Simmons and $A41 million to Joel Embiid next season.
While both have serious flaws, they are All-Stars and the franchise cornerstones - though the Sixers could dangle their names as trade bait.
But it's the $A38 million to Al Horford and a whopping $A48 million to Tobias Harris that have the Sixers in a hole.
Horford and Embiid never meshed to the point where Horford was benched at times in the regular season and playoffs and became a scapegoat for the 76ers' woes.
"The job of an NBA coach is to take the team that you have and try to maximise it and get the most out of it. I did not do that," Brown, who is also the Australian men's coach, said before his axing.
"I came in and we talked about smash mouth, bully ball, that we're built for the playoffs and we're big.
"The thing I found most challenging as the season played out was that space became an enormous issue.
"Effectively you had a mismatch every time you went down the court."
Simmons continued to frustrate, playing at times as one of the best defenders and rim attackers in the game.
Other times, he refused to shoot and his missing perimeter game in a three-point happy NBA has hurt the Sixers.
Sixers player Josh Richardson said the next coach needed to work on holding the best players accountable.
Simmons and Embiid were often deemed untouchable with Brown or a management loathe to criticise and offend their star plays.
"There's always gotta be a Day 1," said Richardson.
"Guys not doing their job on or off the court, there's gotta be some kind of consequence, not consequence, but we've gotta be able to talk to each other and listen."