If it was ever okay to consider your business in isolation from its surroundings, today it most definitely is not. Thinking about business within its surrounding system is now a necessity. Products and our businesses need to be considered within their expanding systems – starting from our business in isolation, our business and customers, within their value chain, within the financial system, within its social system and technological environment – in order to increase their value and resilience and to ensure they are fulfilling their purpose. The question we seek to discuss is: How should we prescribe the boundaries in which we consider problems to enable us to create better products and more resilient companies and systems?