Good software doesn't happen by accident. It emerges from clear thinking about what to build, disciplined practice in how to build it, and honest structure around how the work itself is organized.
These three concerns are inseparable. A technically excellent product built on flawed assumptions fails. A well-conceived product built carelessly fails. And good software needs sustained attention long after it ships. We build it, hand it off, and move on. That's the model. We treat all three concerns with equal seriousness.
The Purpose is our philosophy of product development. It addresses questions of intent: Who are we building for? What do they actually need? What tradeoffs are we willing to make? These choices shape everything that follows.
The Craft is our approach to implementation. It addresses questions of execution: How do we ensure correctness? How do we maintain visibility into running systems? How do we protect against failure? These disciplines determine whether our intentions survive contact with reality.
The Business is about how we structure our work. We build software, design it for operability, and hand it off ready to run.
Together, they form the foundation everything else rests on.