Businesses reside in society. They interconnect continuously with customers, resources, external influencers, and constraints while attempting to see forward in the future of uncertainty. To develop a strategy in the VUCA (volatile, uncertain, complex, ambiguous) world, one needs to adopt different practices. Best practices and processes abound for understanding, solving problems, and thriving in simple, complicated, complex, and chaotic systems. It is often our lack of understanding of which system we are in and applying the right solution to the misunderstood problem. The key in strategy is understanding the context of the problem (sense-making), developing insight, and continually preparing for the next problem that each solution will bring.