The urgency for strategic changes was felt throughout the company, however the question of how was paralysing the organisation on a tactical level. Many fundamental changes in the area of product innovation, digitalisation and sustainability needed to be made to meet the demands of the market. But to meet these challenging demands, the organisation needed guidance from their leaders. Difficult choices needed to be made and actually followed through. And the organisation needed to be mobilised to implement the changes. But where to start?