The last but not the least important step of the strategy design process is communicating the developed strategy, including the associated detailed business model and competitive positioning to stakeholders. Communicating strategy is about informing. Communicating strategy is about setting the stage for change. Only if you know where to go can you find the way to get there. This means, ensuring that the stakeholders understand the new or revised strategy so that they can identify and plan required changes within their area of influence. Communicating strategy is about convincing the stakeholders that the strategy choices made are optimal for the organisation and support it to be profitable in a sustainable way. Communicating the strategy is only successful if the message recipients feel taken seriously. The audience and related communication channels are identified. Targeted messages are prepared, assessed, and delivered according to a well-defined schedule. A key focus is on storytelling the strategy message. A feedback loop, consistent with the design thinking approach, ensures that the communicated strategy message is understood as expected.