The ability of existing strategy concepts to analyse strategy, design strategy and execute strategy within organisations has an alarmingly poor historical track record. Based on the long-standing semiotics and ontology research work of the Global University Alliance (GUA) and its members, a Strategy Lifecycle is introduced. The Strategy Lifecycle, underpinned by ontology and semiotics incorporates all the constructs that can be found in the most popular strategy concepts and frameworks. It explains the value of the underlying strategy ontology and the relationship between the strategy meta model, the Strategy Lifecycle and various artefacts used around strategy work. The paper concludes with future scope and application that lies ahead for the Strategy Lifecycle.