The strategic direction of an organization influences its design. An organization's goals and strategy determine how it should be structured. The top management's primary responsibility is to define the organization's goals, strategy, and design to adapt to a changing environment. This ensures organizational design supports goal achievement and strategy implementation, leading to success. Goals can include the official mission statement, communicated externally, and operative goals directing internal operations. Together the goals and strategy communicate the organization's overall intended direction to maximize competitive advantage through its core competencies.