The business environment is changing more rapidly than in the past. Understanding and addressing customer needs are key to being competitive. Disruption is becoming the new normal. Traditional strategy development processes are analytical, linear, problem-focused, and backward-looking. They fail to cope with these new dynamics. A paradigm shift is required to address strategy successfully. Design thinking has emerged as a promising approach to coping with increased uncertainty and allows for focusing on the strategic aspects that matter most. Design thinking is an abductive approach to solving wicked problems, combining the advantages of design and thinking. Design thinking for strategy supports designing an organisation’s strategy around customers and their jobs. Design thinking for strategy relies on the business model canvas as a common language and game theory to relate the resulting strategy outcome to the real world. In addition, design thinking for strategy uses resources (time and money) wisely and focuses on results rather than effort. This ensures that the strategy exhibits four critical traits required for success: desirability, feasibility, viability, and uniqueness.