The Modernist’s of the 1930’s promoted the idea that “form follows function” implying that ‘purpose’ is the starting point for any design. As when designing a building, the structure of any business is there to support deliver its purpose and support the key functions needed for success. If the design is flawed then it follows that the business simply won’t perform well. It needs to be structured in a way that supports its function (strategy). The whole system needs to work together to perform well.