Strategy is about making coherent choices through exploiting resources, configuring value chains, positioning in target markets, or satisfying customer needs. The driver behind any strategic choice, which makes that choice coherent and valuable for all stakeholders, is the creation of value. Not only should strategy focus on creating value for the organisation’s shareholders. It must also focus on value creation for its suppliers, customers, and society. While traditional strategies take a shareholder-first approach, design thinking-based strategy development advocates starting with creating value for customers by addressing specific customer needs and solving dedicated customer problems. This will subsequently lead to successful value appropriation for the organisation.