Nothing says ‘Us’ and ‘Them’ quite like a wall. Whichever side you’re on.
Except of course that isn’t how people work.
In practice, each fort along the wall becomes the nucleus of a community, a vicus or neighbourhood, made up of the garrison and the local people who service it; adopting each others’ fashions, assimilating aspects of each others culture.
As a business, it pays to be really clear who your Promise is for; to put a metaphorical wall around ‘Us’, so that a prospect can easily tell which side they are on.
But it shouldn’t be set in stone. Walk your boundaries regularly, see where new neighbourhoods are forming and adjust accordingly.