It is often the case that individual departments work effectively within themselves, but cross-departmental cooperation is ad hoc or rudimentary. This may be due to the lack of a facilitating role to facilitate collaboration and communication. A common situation is a lack of collaboration between marketing and sales or business development and IT often grind at two mills. In this statement, the identity of a department is sought and established and its relationship with the identity of the other department is examined. In the process of assertion, archetypes are taken away or added until an energy field is created in which cooperation becomes natural.