The strategy group has to open up to all sides and is there for the problem definition. While the creative factory allows all ideas first, the strategy group has to evaluate the ideas, see what is really needed and suggest a course that the orga will take later. But the strategists also have to address problems from the orga or support. They should not dwell too much on small tasks, but dedicate themselves to the direction where the journey of this organization is going. This, of course, requires measurement tools and foresight.