Is the universe infinite?
If it's not, the first question a smart person will ask is, "so what happens at the edge?"
That's how we define things... by the moments where they begin and end, by their edges.
This clearly applies not just to the universe, but to every project and concept and institution in our lives.
What does your organization not do?
When does this promotion/product/service end?
What's it like to start? To end it?
Defining the edges of performance and the promises you make defines who you are and what you do.
We live in the middle but we understand at the edges.