In recent years, the strategy literature has undergone a “practice turn,” shifting its focus from viewing strategy as something organizations possess to emphasizing strategy as something they actively do—strategizing. Despite this shift, key elements such as what is strategized (praxis), how it is accomplished (practices), and who participates (practitioners) remain insufficiently explored. We propose that design, as a practice-oriented discipline, provides an integrative lens to investigate these dimensions of strategizing while bridging the micro and macro levels of strategy-making. Drawing on a case study of the telecommunications operator ho.mobile, we examine the activities, tools, methods, and actors central to the strategizing process. From this, we develop a model of generative strategizing that incorporates design principles, demonstrating the artifacts used, how a design-led approach enhances strategizing, and the distributed agency of those involved. Our contributions to the design-strategy interface literature are threefold. First, we embed the fundamental design principles of iteration, crafting, and reflection-in-action into a nonlinear, practice-oriented perspective on strategy. Second, we highlight the importance of distributed agency, showing how practitioners’ concurrent actions shape the generative nature of strategizing. Lastly, we underscore the pivotal role of strategic and epistemic artifacts in enriching the strategizing process.
