In Lewis Carroll’s novel Alice’s Adventures in Wonderland, Alice asks the cat which way to go. To which the cat replied: “That depends on where you want to go”. Similarly, in strategy design, it is essential to have a destination in mind before starting. This destination, broadly speaking, is based on two characteristics: the target industry in which to compete and guiding principles to follow. Defining these two characteristics sets the stage for successfully designing an organisation’s strategy. Combined with identifying key stakeholders that need to be involved at one point during the strategy design process, an initial budget, an expected timeline, an innovation culture, an inherent risks analysis, as well as an assessment of the capacity to change of the organisation, they form the strategy brief. The strategy brief serves as engagement to develop a new or revised strategy and offers a collective understanding of the targeted destination.