Our task was to identify a unique position for PayPal that would drive growth across multiple different markets.​ Research showed us that merchants know the potential of selling internationally, but the complexity and lack of insight was a massive barrier. ​ We developed a new position for PayPal, with the idea that borders should not be a barrier to business growth. We called this ‘Borderless Commerce’. We launched the position with a global thought leadership study in the form of a yearly report.