Here’s a simple, classic and all too common example. Suppose a company has a strategy to deliver superior customer service. Every part of their firm has been developed to do this consistently. This strategy has resulted in their having an image of offering great service and support. Then profit margins get squeezed due to competitors actions and the company responds by laying off employees and shrinking some departments. They think they can do this without it affecting their service image. Usually, they are wrong because their service slips (the structure side) due to the change in strategy (making cost reduction a higher priority than service).