Today, organisation have to be open to a multitude of customers, investors, suppliers, distributors, co-makers, co-innovators, outsourcers, ngo’s, legislators, regulatory agencies. And some of these parties penetrate deeply in the internal organisation and sometimes form various externally directed joint ventures, partnerships and other forms of formalized cooperation.
All are influencing and even shaping the border of the organisation and making it increasingly fuzzy what the exact border is.
And while this haziness is a reality, the need for a clear identity increases at the same time. It is important to stand out vis-a-vis competitors in the plethora of communication. It requires a clear vision and great design skills to develop open and at the same time pronounced borderlines.
I call this the contour challenge of the contemporary organisation.