We operate in a Context which consists of our overall strategy, target markets, operational model and goals. It is defined and refined by the Context Board, which is working together with our shareholders. Since the world we operate in is very dynamic, the Context can not be static. Feedback from everyone is welcome to evolve our understanding of our Context, for example the idea to enter a new market

Other than that, Cells function as "self-designing teams" (so called in the literature, see Richard Hackmann) which not only organize their work, but also participate in the definition of Cells and design the work environment.

This level of autonomy correlates with what Richard Hackman calls “Self-Designing-Teams” in his “Authority Matrix”.