With the Trump administration reeling from its failure to repeal Obamacare, the White House on Sunday announced a new West Wing office dedicated to circumventing the kinds of government inefficiencies that derailed its first major legislative effort. The White House Office of American Innovation, which will be led by Jared Kushner and staffed by other former business executives within the West Wing, is viewed within the president’s inner circle as a “SWAT team” of strategic consultants, according to The Washington Post. The idea is that Kushner, Donald Trump’s son-in-law and senior adviser, will tap executives for ideas and possibly privatize some government functions. The group, which will report directly to the president, is tasked with developing “transformative projects” as part of the administration’s $1 trillion infrastructure plan; rethinking Veterans Affairs; figuring out how to best deploy technology and data within the government; implementing work-training programs; and fighting opioid addiction.

The American Innovation group, which has been meeting twice a week in Kushner’s West Wing office, is made up of individuals who, like Trump and Kushner, have limited experience in politics but successfully navigated corporate America before joining the White House. It includes Dina Powell, who worked in the George W. Bush White House and State Department before managing Goldman Sachs’s public-private partnerships for a decade; Gary Cohn, a Democrat who served as Goldman Sachs’s chief operating officer before Trump tapped him as his national economic adviser, Chris Liddell, the assistant to the president for strategic initiatives who used to be General Motors’ chief financial officer; and Reed Cordish, assistant to the president for intergovernmental and technology initiatives who ran his family’s prominent Baltimore real-estate development business. Kushner’s wife, Ivanka Trump, who does not hold an official White House position but keeps an office in the West Wing to serve as an adviser to her father, will also play an unofficial part.

Kushner‘s team has also tapped more than 100 executives and government officials to help apply private-sector insights to reform the bureaucracy, the Post reports, including Bill Gates, Tim Cook, Elon Musk, Ginni Rometti, and Marc Beniofff. “The government should be run like a great American company,” Kushner told the Post. “Our hope is that we can achieve successes and efficiencies for our customers, who are the citizens.”

Given Kushner’s choice of words, it isn’t clear whether the White House has fully grasped how resistant the swamp is to change. Capitol Hill, with its 535 lawmakers and thousands of bureaucrats, is not a business. And American citizens are shareholders, not customers.

Still, Kushner’s new role offers a fresh narrative for an administration in dire need of new headlines after a bruising week in Washington. Trump’s chief of staff, Reince Priebus, failed to help him navigate the Republican Party’s many competing factions, tarnishing the president’s reputation as the consummate deal-maker; House Speaker Paul Ryan couldn’t whip the votes they needed; press secretary Sean Spicer did Trump no favors by repeatedly stating that the vote would be held and that the bill would pass. Republican lawmakers who rode Trump’s coattails to office didn’t automatically rush to his side. And White House chief strategist Stephen Bannon reportedly made matters worse by first demanding members of the House Freedom Caucus fall in line, and then, when they refused, calling on Ryan to hold a vote anyway, in order to establish an “enemies list.”

Kushner and Ivanka, meanwhile, went on spring break with their family in Aspen last week, keeping a distance from the White House as Trump’s health-care push ran aground. While Kushner’s vacation was reportedly criticized by some in the West Wing, who pointed the finger at the president’s son-in-law for washing his hands of the G.O.P. bill, his absence may also have left him with little connection to its failure—a potential benefit given the president’s obsession with winning. It also makes it easier to understand why Trump, who worked mostly with his family before moving to Washington, would retreat from the people whom he blames for his defeat, giving him another excuse to transform the West Wing into more of a family business.