Strategy seeks to answer three fundamental questions for the organization: where are we now? Where do we want to be/must we be? And how do we get there? Enter robotic process automation (RPA). To become strategic, RPA needs to be significant in its impact on process improvement/change and business value, but also part of a larger automation and digital transformation plan tied to strategic business goals. Strategic behaviour focuses on the relatively few technologies and applications that produce disproportionate business value, by critically underpinning strategic direction and gaining competitive advantage.