In her keynote presentation at the mhca 2021 Winter Conference & Annual Meeting on February 24, 2021, Monica E. Oss, Chief Executive Officer of OPEN MINDS, discusses the strategic issues executives need to think about for the “next normal.” As we look ahead to the gradual end of the current crisis period—the public health crisis, the economic crisis, and the political crisis—there are three key strategic questions facing executive teams of behavioral health provider organizations. First, what will be the lasting impact of these crises on the health and human service landscape? Second, how do the organization’s strategy and service lines need to evolve to maintain competitive advantage and sustainability? And finally, how does the executive team transform the organization to make that strategy a reality and thrive in this new environment? Ms. Oss discusses these questions and describes the changes to the financing and delivery of behavioral health that are likely to endure. In addition, she discusses best practices in leading transformational strategy; how behavioral health organizations are improving value through best practice management models; and models for accelerating innovation for new service line development.