I think your hangup may be more about the words Brad used to describe the 3 machines than their actual functions (which I totally understand. I had the same ini

I think your hangup may be more about the words Brad used to describe the 3 machines than their actual functions (which I totally understand. I had the same initial reaction to Brad's post. Across the board, every part of the org should be customer-focused.) Another way of naming these 3 distinct operating groups: Build | Acquire | Operate Or in our company's case, GTM - Go To Market | EPD - Engineering, Product & Design | G&A - General & Administrative I don't think Brad meant to imply that only one branch was focused on customers. I think it was just a simplification to make the names more accountability-focused & less function-focused, as Brad worked through it. (NOTE: I'm an employee of the company that sparked this post.)