The place I work at does this. There is Core Engineering and Agency. I'm on Core Engineering and we build the products. The Agency engineers figure out cool wa

The place I work at does this. There is Core Engineering and Agency. I'm on Core Engineering and we build the products. The Agency engineers figure out cool ways to use the products. Like they did a live celebrity selfies for the Oscars. Are customers building things for the Oscars? Not really, but it shows the power of our products and helps marketing/sales. Which in turn let's core engineering experiment and contribute to open source projects. That leads to better products (and happy engineers.) Agency uses those new/better products to repeat the cycle all over again.