software is less of a “product for” and more of an “ongoing conversation with” users. To make this ongoing conversation effective and successful, organizations need a “continuity of care” for its software. The team that designs and builds the software needs to be involved in its running and operational aspects in order to be able to build it effectively in the first place. The team providing this “design and run” continuity of care also needs to have some responsibility for the commercial viability of the software service; otherwise, decisions will be made in a vacuum separate from financial
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