Is an organisation about process or about being? Do we look at what it is or what it produces? Are the processes the result of what the organisation wants to be or do the processes shape the organisation?
Looking at the border we can regard it as static (it is) or as dynamic (it produces). In the communication with organisations the individual is confronted with both views. You see both the static image (brand images and finished products) or you encounter the dynamic image (active interaction in the form of services provided).
In the design both elements are important. They may lead to complex design questions, but those are great input for great designers.