CHAPTER 9

Form Follows Function

Avoiding the Symphony of Destruction

In the late 19th and early 20th centuries, American architect Louis H. Sullivan established the theory that the design of a building should be derived from its purpose. It has further been developed into the principle form follows function1 that has since been applied in fields from architecture and product design to software engineering.

In the context of organizational identity, form follows function is related to redesigning an organization’s structures and processes to support identity and strategy. Structural changes might include selling off a business unit, changing the size of the board of directors, or cutting out an entire leadership level. It could also mean you create ...

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