The author of this work argues that structure gives rise to behaviour, and that once structural forces are understood within the organization, managers can then bring the company's goals to life by applying principles associated with the process of creating. If the current state of an organization and the desired state are understood and described accurately, and if the proposed new structure is not in conflict with another existing structure, the energy produced will narrow the gap between the desired state and current reality. The design of a new structure should start at the top by defining accurately the primary purpose of the company and aligning that with relevant data about its current state. If that information is then shared with divisions and departments, they in turn can constructively define their goals and their current reality and therby move towards the desired state.