This article explores strategy and the strategic role of the GP in the new NHS. It highlights the importance of understanding the strategic context of the NHS, following the successful passage of the Health and Social Care Bill. It applies contrasting views on strategy: top-down, rational vs 'bottom-up' emergent approaches to characterise strategy in the NHS. It suggests that it may be possible to explore strategy using the integrated model of strategy devised by Johnson et al (2011). In so doing, strategy is conceptualised in terms of: strategy as context; strategy as content or choice; and strategy in action, or as enacted by key actors. It highlights the practical implications for GPs as key actors involved in strategy, particularly those involved in clinical commissioning groups (CCGs).