This report explores the concept of strategy as an idea, focusing on its elements, benefits, and drawbacks. It discusses the importance of variety, creating context, and adaptive tension in this approach. The report also critically discusses the strategic lens of ideas and compares it to deliberate strategy. Furthermore, it highlights the benefits and drawbacks of the idea strategic lens and its implications for an entrepreneurial organization. The case study of Sainsbury, the second largest retail organization in the UK, is used to illustrate the application of this strategic lens.