This episode has Margaret Sheil join the HEDx team to outline where QUT is up to in refreshing its blueprint strategy. As the university with the most well known brand position in Australia, promoting that in a post-COVID era is a priority for Margaret as VC. She outlines where a significant organisational change is up to and how the focus now is on rebuilding the culture at QUT to allow the strategy to be delivered, and her concern for staff in adapting to change. The episode illustrates the importance of alignment of brand and strategy. And it demonstrates clearly the critically important place of culture shaping, alongside leadership development, in allowing a brand and strategy to be delivered and experienced.