intense process of research, which is the foundation of every good Strategy. Today a growing design-focused philosophy transcends UX-Strategy as a major role, imparting a way of new thinking and working. State of the art hands-on methods simplify and empower teams to learn to bring ideas to life on a fast pace. It is a core competence to accept more ambiguity, embracing risk, reset expectations and avoid false consensus especially for leadership roles. Move from products to services, from money-driven to design-driven, from physical to digital. A company also needs to be enabled and designed to focus anew on inventions and on New UX. Design Strategy as a process is a weapon to do the right things right... Today UX is used as a proven method to define the right strategy and products by tackling the real problem: Company Culture is about to get this huge impact, when done right!... From my point of view UX is the strategical key element to set the stage for maximum business value in..