In this Daily Hint, Jens Heitland examines a company's commercial engine and why it works only when every part has a clear owner. Drawing on nearly thirty years inside large European organizations, he explains why responsibility for attracting customers and building relationships often becomes unclear in companies of five hundred people or more, and why that responsibility reaches all the way to the CEO. Jens describes how the CEO’s commercial role, from representing a product campaign on social media to speaking on stage with another CEO, works best when it is part of a strategy linked to clear responsibilities and accountability.