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STRUCTURE IS NOT ORGANIZATION - Tom Peters

STRUCTURE IS NOT ORGANIZATION Diagnosing and solving organizational problems means looking not merely to structural reorganization for answers but to a framework that includes STRUCTURE and several related factors. 14 ROBERT H. WATERMAN, JR., THOMAS J. Peters , A N D JULIEN R. PHILLIPS T h e Belgian surrealist Ren~ Magritte painted a series of pipes and titled the series Ceci n'est pas une pipe: this is not a pipe. The picture of the thing is not the thing. In the same way, a s t r u c t u r e is not an ORGANIZATION .

Herbert Simon (a 1977 Nobel laureate) antici- pated several themes that dominate much of today's thinking about organization. Simon's concepts of "satisficing" (settling for ade- quate instead of optimal solutions) and "the limits of rationality" were, in effect, nails in the coffin of economic man. His ideas, if

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