The University of Western Ontario, having established a fully functional continuing medical education (CME) office over the last 4 years, needed to plan the future for its academic CME unit. It needs a method for evaluating the progress and shaping the organizational future of the CME unit. A literature search and consultations suggested focus groups might be one option in building a community of educators and proponents for CME within the context of the organization. In this article, the authors describe what they did and learned in using focus groups for strategic planning in a CME unit.