No, this is more fundamental than that. This customer-revenue-project-tean relation and habit holds true even if we have vision and understand direction and hav

No, this is more fundamental than that. This customer-revenue-project-tean relation and habit holds true even if we have vision and understand direction and have strong leadership. In this case, your customer is more abstract, it could be a million people using your, maybe free, or maybe "pay once" product, physical or digital. But then you seek another market because management realises that your product will sell to different market, completely different million of people. But that will take new development. Team 2 is born. It is a project in a sense that this team works with one single goal in mind: get the project off the ground and start selling it. This doesn't look like consulting company at all, but the problems are the same: technical debt, maintenance, shared code, and eventual rewrite and platform.