Everyone wins in the end

Those few companies where their software developers have become experts in their respective industries have increased productivity and increased profitability of their companies They have become clear market leaders. In these organizations it is common that software development shares the same vision as their customers. I have seen this scenario played out over and over again. It does not matter if the business is insurance, travel, banking, or telecommunications; specialization improves performance, customer service and profitability for the organization.

When developers learn the core business, they come to the table as an equal partner with the business side of the organization. They can have an intelligent discussion on the future of the industry and what functionality needs to be in their software products. They can participate in the strategic directions of their companies.