Brad Feld identifies three distinct machines that a start-up must operate simultaneously for success: the product machine, the customer machine and the company machine. The product machine is the core of the business, involving the creation, development and improvement of the product or service. The customer machine focuses on customer acquisition, satisfaction and retention. The company machine covers the internal aspects of the business, such as culture, team building and finance. Feld emphasises that these machines must run concurrently and harmoniously, despite their differing rhythms and requirements. He also notes that they evolve and change as the business grows, requiring constant attention and adjustment from the leadership team.
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