In 2006, Atlassian aimed to shift from server software to cloud-based software delivery. Initially, they planned to focus on writing software and hand it off to a hosting company for running. However, this approach led to longer lead times for change deployment, delayed identification of issues, and slow recovery times. The core issue was that developers were not involved in running the software. By later involving developers in production, Atlassian improved their change frequency, reduced lead time, and enhanced customer experience. This highlights the importance of having developers involved in all parts of the software development process for high-performing teams.