The University of Manchester Library (UML) is embarking on an ambitious new strategy that aims to align the library more closely to the work of the University--to contribute to the University's strategic success. This article describes elements of the strategy development and content, focusing on methods used; how the service has worked collaboratively both internally and externally, and how senior managers have supported resource, skill, and knowledge challenges. The role of the middle manager is explored in detail in terms of its importance to successful strategy implementation, and parallels are drawn between UML's senior and operational requirements.