To make progress toward understanding business models, we find it helpful to use the analogy of a machine - by which we mean a mechanical device that transmits energy to perform tasks. (Of course, real organizations are different from machines in many important respects, but the comparison is helpful, especially to our thinking in contrasting the notions of strategy and business models.) Any given machine has a particular logic of operation (the way the different components are assembled
and relate to one another), and operates in a particular way to create value for its user