The document discusses the role of strategic direction in organizational design. It states that top management determines an organization's goals, strategy, and design to adapt to changing environments. Organizational design implements goals and strategy and determines organizational success. The document distinguishes between an organization's official mission statement and its actual operative goals pursued. It provides examples of operative goals like overall performance, resource acquisition, employee development, and innovation. Finally, it lists keys to developing an effective strategy like gathering facts, creating vision and mission statements, identifying objectives, and performance management.