To be able to strategize, we need to have a starting point. The main objective is to understand the internal and external factors impacting the enterprise. So in this phase we focus on understanding both internal and external factors, and most importantly on the enterprise internal innovation capability readiness. Then we start to identify the gaps, design the desired enterprise capability & maturity over a span ranging from 2 to 5 years, set the goals and objectives, design the KPIs, estimate the needed resources and budgets, and finally design our implementation road map.