MIT Sloan Management Review

While technological innovations have revolutionized the workplace, it is ironic that relational boundaries — obstacles to productive human interactions — remain largely unchanged. This article identifies five types of such boundaries, and suggests that all five of them may be overcome when collaborative and creative leaders engage in six boundary spanning practices: buffering, reflecting, connecting, mobilizing, weaving and transforming.

Unlike static demographic and psychographic techniques, identity marketing taps into the multilayered and fluid nature of who customers are and who they want to be.