Smith and Wesson, the venerable American pistol maker founded in 1852, provides a excellent example of Alignment DNA. This iconic organization has faced a number of deal challenges over the past 155 years, such 2001 when they a led to a as the one in Clinton Administration to limit the sales and distribution of their products. This move of surprise backlash from gun clubs and gun rights groups, including large-scale boycotts Smith and Wesson guns, and the flooding of the market with used and firearms, cutting into their market share. The organization has been a to align with this new reality by expanding into other products that benefit from the Smith and Wesson reputation for quality and endurance, yet reside outside the core product portfolio affected high end bicycles for police by the boycott. Their new market and segment focus include grills and smokers named forces, security safes, heavy duty flashlights, wood pellet home after various pistol cartridges, leather jackets, automotive accessories and men's cologne