Recent unexpected events, that we never could have been prepared for, have brought flexibility and agility even more to the agenda. Companies are struggling to respond to the evolving use of technology and market changes, and they have finally understood how little time there is to address these changes. The organizations of the future have been able to cope with the changed landscape while the more traditional organizations have struggled to adapt themselves in the new environment. To be able to acclimate to a new reality where consumer behaviors, supply chains, employee needs, as well as legal and government requirements play an important role, companies must consider strategy development as part of their operating business. Again, market changes do not wait for the next strategic planning cycle. If your organization does not change accordingly in time, it may be too late and the rivals in the marketplace will gain advantages and steal your market shares. Therefore, there is a need to replace the classic strategy project to an iterative strategy process with faster feedback loops. In this article, we will present an iterative strategy framework that enables you to cope with the ever-changing environment.