Staying relevant and competitive requires adaptation. Rigid goals and planned views of the world are not quite compatible with innovation. Yet many companies pursue strategies based on detailed planning and multi-year objectives disconnected from reality. How do adaptive organisations strategise? What is a way to set objectives without limiting our ability to react to a change? This talk shares an experience of goal-setting evolution from (more than) an annual-based planning approach to a framework of emergent rules, tactics & metrics.