Growth Strategies in Saudi Arabia

Saudi Arabia is in the middle of its most ambitious economic transformation in history. With over $1 trillion committed to megaprojects under Vision 2030 and non-oil GDP growth projected at 4–5% annually through 2027, the Kingdom has become one of the world’s most dynamic markets for business growth. The Saudi government has systematically dismantled barriers to foreign investment, privatized key sectors, and created incentive structures that reward companies willing to align with national priorities.

The 2024–2030 window is pivotal. Regulatory reforms since 2018 have made it easier to establish fully foreign-owned businesses, while massive infrastructure investments are creating demand across construction, technology, tourism, logistics, and services. For startups, SMEs, and international businesses, understanding how to grow in this environment requires more than ambition—it demands a concrete playbook tailored to the Saudi market.

This guide outlines effective strategies for scaling operations in the Kingdom. You’ll find practical guidance on sector selection, regulatory navigation, localization, talent acquisition, and leveraging government support programs. Examples reference real initiatives like Vision 2030, NEOM, Monsha’at, MISA, and the growing network of special economic zones that are reshaping how companies enter and scale.

The focus is simple: how to drive growth in a market where the rules, incentives, and opportunities are evolving fast.

Vision 2030 and the New Saudi Growth Landscape

Vision 2030, launched in 2016 under Crown Prince Mohammed bin Salman, anchors every serious growth strategy in Saudi Arabia. The plan targets a fundamental shift: moving the economy away from oil dependency toward a diversified, private sector-led model. For companies planning market entry or business expansion, this transformation creates both the demand and the support structures to scale rapidly.

Three government programs are particularly relevant for growth planning. The National Transformation Program (NTP) drives operational reforms across ministries and creates procurement opportunities for technology and consulting firms. The Privatization Program opens sectors previously dominated by state-owned enterprises—healthcare, education, and utilities among them. The National Investment Strategy, announced in 2021, sets a target of $3.3 trillion in cumulative investment by 2030, with explicit incentives for foreign investors willing to commit capital and create jobs.

Megaprojects are the visible edge of this strategy. NEOM alone represents a $500 billion commitment to build a futuristic region in the northwest, spanning tourism, technology, and renewable energy. Red Sea Global is developing a luxury tourism destination across 50 islands. Qiddiya, south of Riyadh, is becoming an entertainment mega-city. Diriyah Gate is transforming the historic capital into a cultural tourism hub. ROSHN is delivering affordable housing at scale. Each project creates B2B and B2C opportunities for companies in construction, digital infrastructure, hospitality, fintech, and professional services.

Aligning your growth plans with Vision 2030 pillars—vibrant society, thriving economy, ambitious nation—improves access to incentives, visibility with government stakeholders, and partnership opportunities with well-funded local entities. Companies seen as contributing to the kingdom’s economic transformation often find doors open faster.

Priority project types for growth alignment:

• Infrastructure and construction (roads, utilities, housing, commercial real estate)

• Hospitality and entertainment (hotels, venues, tour operations, F&B)

• Technology and digital services (cloud, AI, cybersecurity, SaaS)

• Culture and heritage (museums, experiences, content creation)

• Sustainability and renewables (solar, wind, green hydrogen, waste management)

High-Potential Sectors for Rapid Growth

Sector choice is a core growth lever. Saudi Arabia’s diversification push means certain industries are receiving disproportionate capital, regulatory attention, and government support. Matching your capabilities to these sectors accelerates everything from licensing to customer acquisition.

Technology and digital services have become a key pillar of the kingdom’s future. The Saudi government has committed billions to artificial intelligence through initiatives like the Global AI Summit and PIF-backed tech funds. Cloud computing demand is surging, with a 6GW data center pipeline in development to support AI-ready, renewably powered infrastructure. Cybersecurity is a priority given digitization of government services and critical infrastructure. SaaS companies serving enterprise clients—particularly those offering Arabic-first solutions—find strong receptivity. The digital infrastructure buildout creates opportunities for tech startups and large corporations alike.

E-commerce and fintech continue to outpace traditional retail. Saudi e-commerce has grown at a CAGR above 20% since 2020, fueled by young demographics, high smartphone penetration, and payment innovation. Mada cards, Apple Pay, and local fintech platforms backed by the Saudi Central Bank (SAMA) sandbox have normalized digital payments. Consumer behavior has shifted permanently toward online shopping, creating significant opportunities for marketplace operators, logistics providers, and payment solution vendors.

Tourism and entertainment emerged as new sectors after the 2019 visa reforms introduced eVisas for 49 countries. The General Entertainment Authority has licensed thousands of events annually, from concerts to esports tournaments. Opportunities span tour operations, venue management, hospitality technology, and digital experiences. With a target of 150 million annual visits by 2030, the sector is fueling demand for everything from hotel beds to local experience platforms.

Renewable energy and green hydrogen reflect Saudi Arabia’s commitment to the Saudi Green Initiative. Utility-scale solar and wind projects are under development across the Kingdom, with NEOM’s green hydrogen project positioned as one of the world’s largest. Companies in solar installation, grid technology, energy storage, and sustainability consulting find strong alignment with national priorities. The World Bank estimates green-growth models could double regional GDP by 2050.

Logistics and manufacturing benefit from the National Industrial Development and Logistics Program (NIDLP), which aims to position Saudi Arabia as a global hub connecting Asia, Europe, and Africa. Investments in ports, rail, and airport infrastructure support this ambition. Manufacturing localization—particularly in aerospace, pharmaceuticals, semiconductors, and EVs—mirrors trends in neighboring UAE and creates procurement opportunities for equipment suppliers and industrial service providers.

Healthcare and life sciences are seeing rising expenditure and privatization of hospitals. Telemedicine adoption accelerated post-2020, and the government’s Seha Virtual Hospital initiative links facilities nationwide. Opportunities exist in healthtech platforms, medical devices, pharmaceutical distribution, and specialized care services.

Regulatory Navigation and Market Entry Strategy

Regulatory strategy is foundational for sustainable growth. Correct licensing, ownership structure, and compliance directly affect how fast you can scale and how profitably you can operate. Getting this wrong creates delays, penalties, and reputational damage that can derail even well-funded ventures.

The Ministry of Investment of Saudi Arabia (MISA, formerly SAGIA) is the primary gateway for foreign investors seeking investment licenses. Reforms around 2018–2019 enabled 100% foreign ownership in most sectors, eliminating the historical requirement for Saudi partners in many cases. However, certain activities—real estate development, retail petroleum distribution, and some professional services—still require local participation. Understanding where your business fits before committing capital prevents costly restructuring later.

Essential registrations and platforms include:

• Commercial Registration via the Ministry of Commerce, required for all business entities

• ZATCA (Zakat, Tax and Customs Authority) for tax registration and mandatory e-invoicing compliance

• GOSI (General Organization for Social Insurance) for employee social insurance

• Qiwa platform for HR management and Saudization (Nitaqat) compliance

Special economic zones offer meaningful advantages for companies in targeted sectors. Recent SEZs in Riyadh, Jazan, and King Abdullah Economic City (KAEC) provide reduced corporate taxes, customs exemptions, and streamlined regulations. For manufacturing, logistics, and export-oriented businesses, locating within a special economic zone can significantly improve unit economics and speed of operations.

The Etimad portal is essential for companies targeting government contracts. All Saudi government tenders are published through this platform, making it a specific growth channel for B2B companies aligned with Vision 2030 projects. Registration requires commercial registration, ZATCA compliance, and often sector-specific certifications.

Typical market entry structures include:

• Branch office: suitable for service companies with parent-company backing; simpler setup but limited liability protection

• LLC (Limited Liability Company): most common structure for commercial activities; requires minimum capital and at least one shareholder

• Joint venture: relevant where local market expertise or regulatory requirements favor forming strategic partnerships with Saudi entities

Working with local legal experts is not optional—it’s a competitive advantage. Saudi Arabia’s regulatory environment evolves rapidly, with frequent updates to company law, labor law, and tax regulations. Companies that maintain ongoing relationships with local advisors catch changes early and adjust faster than competitors relying on outdated assumptions.

Localisation, Cultural Fit, and Customer Strategy

Growth in Saudi Arabia depends on deep localization. Language, cultural values, and customer experience must be tailored to Saudi cultural norms—not adapted from templates designed for other Gulf markets or the broader MENA region.

Product and service localization starts with Arabic-first interfaces. English-only digital experiences signal that a company hasn’t prioritized Saudi consumers. Beyond language, localization includes Hijri calendar integration where relevant, pricing in Saudi Riyals, and payment options suited to local habits (Mada, Apple Pay, SADAD for bill payments). Adaptation for religious and cultural sensitivity means avoiding imagery or messaging that conflicts with Islamic values, respecting modesty norms in visual content, and ensuring products meet halal requirements where applicable.

Cultural etiquette in B2B sales shapes deal velocity. Relationship-building precedes transactions—expect multiple meetings before signing contracts. Face-to-face meetings in Riyadh and Jeddah remain essential for high-value deals; video calls work for follow-ups but rarely close major agreements. Respect for prayer times and Ramadan schedules is non-negotiable; scheduling meetings immediately after prayer or during iftar in Ramadan demonstrates cultural sensitivity and builds trust. Long-term relationships often matter more than price, making customer loyalty a function of sustained engagement rather than discounting.

Marketing localization requires Arabic content created by native speakers, not translated from English. Campaigns around Ramadan, Eid al-Fitr, Eid al-Adha, and Saudi National Day (September 23) resonate strongly. Family-oriented, values-based messaging outperforms individualistic appeals. Imagery featuring Saudi nationals in culturally appropriate settings performs better than generic stock photography.

Thorough market research specific to Saudi Arabia is essential before scaling. In-depth interviews, surveys, and social listening on platforms popular with Saudi consumers—X (Twitter), Snapchat, TikTok, and Instagram—reveal preferences that differ from regional assumptions. Understanding customer segments by city, income level, and lifestyle enables precise targeting rather than broad campaigns that waste budget.

Hiring Saudi nationals for front-line sales, customer support, and marketing isn’t just a Saudization compliance strategy—it’s a growth strategy. Local hires provide cultural nuance and speed of feedback that expatriate teams cannot replicate. They understand customer interaction norms, can navigate community engagement expectations, and build relationships faster with local partners and government stakeholders.

Building a Saudi-Ready Team and Operating Model

Without a strong Saudi-based team and localized processes, scaling across regions and sectors is difficult. Growth ambitions outpace execution when companies underinvest in local talent and operating model design.

Saudization (Nitaqat) policies require proactive workforce development planning. Sector-specific quotas determine minimum percentages of Saudi nationals, with companies rated in color bands from Platinum (highest compliance) to Red (non-compliant). Red-rated companies face restrictions on visa issuance and license renewals. Smart companies exceed minimum requirements—higher Nitaqat ratings unlock benefits like faster visa processing and preferential treatment in government tenders. Planning Saudization into your hiring strategy from day one prevents painful restructuring later.

Talent acquisition works best when integrated with local ecosystems. Partnering with universities like King Saud University, KAUST, Princess Nourah University, and King Fahd University of Petroleum and Minerals provides access to graduates with relevant skills. National talent platforms like Jadara and Tamheer connect employers with Saudi job seekers and fresh graduates. For senior roles, recruiting managers with existing Saudi market experience—whether Saudi nationals or experienced expatriates—accelerates learning curves and relationship-building.

Training and upskilling programs aligned with Vision 2030 skills priorities improve retention and workforce development outcomes. Digital skills, data analytics, engineering, tourism operations, and logistics are priority areas. Companies that invest in continuous learning for Saudi employees often find higher engagement and lower turnover than those treating local hiring as pure compliance. Leadership development programs that prepare Saudi nationals for management roles signal long-term commitment and improve government relations.

Operating model choices should match geographic market priorities:

• Riyadh: government relations, financial services, technology, headquarters functions

• Jeddah: trade, logistics, consumer retail, tourism operations

• Eastern Province (Dammam/Dhahran/Khobar): energy, petrochemicals, industrial services

Critical roles to localize first:

• Sales and business development (relationships drive deals)

• Government relations (navigating Vision 2030 stakeholders)

• Operations management (understanding local market realities)

• Customer support (cultural nuance and language)

Agile processes adapted to Saudi context are essential. Decision-making must be flexible enough to respond to government tenders and megaproject timelines that move faster than typical corporate approval cycles. Companies that empower local teams to act quickly win contracts that slower competitors miss.

Digital Transformation and Data-Driven Growth in the Saudi Market

Saudi Arabia is pushing to become a top-15 digital economy by 2030, making digital transformation a central growth lever rather than a back-office function. Companies that treat digital as a strategic priority—not an IT project—gain competitive advantage in a market where both consumers and government expect digital-first experiences.

Core digital building blocks include cloud adoption using hyperscalers with Saudi regions (AWS, Microsoft Azure, Google Cloud, and Oracle all have local presence or partnerships). Enterprise systems—ERP, CRM, and analytics platforms—must integrate with ZATCA’s e-invoicing requirements, which became mandatory in phases starting 2021. This compliance catalyst is also a data opportunity: companies with clean, integrated systems can leverage transaction data for better forecasting, customer insights, and operational efficiency.

Mobile-first experiences are non-negotiable. Saudi Arabia has near-universal smartphone penetration, with heavy usage of social and messaging apps. E-commerce, banking, government services, and entertainment are all consumed primarily on mobile. Companies optimizing for desktop-first experiences lose to competitors designed around mobile from the start.

Data-driven approach to growth marketing enables precise targeting of Saudi consumers. Analytics can segment customers by region (Riyadh vs. Jeddah vs. secondary cities behave differently), demographic factors, and spending behavior. Personalizing offers based on these segments improves conversion rates and customer lifetime value. A/B testing localized creative, offers, and landing pages generates insights that generic campaigns miss.

Omnichannel strategies integrate physical presence with digital commerce. Major malls remain important retail destinations, but successful brands combine flagship stores with e-commerce, click-and-collect options, and marketplace presence on platforms popular with Saudi consumers. Social commerce—selling through Instagram, TikTok, and WhatsApp—has grown rapidly, particularly for fashion, beauty, and specialty foods.

Example: E-commerce brand scaling via digital channels A home goods retailer entering Saudi Arabia might start with a Shopify-based Arabic store, integrate local payment methods (Mada, Tamara for BNPL), run localized ads on Snapchat and Instagram targeting Riyadh and Jeddah, and fulfill orders through a local 3PL. Social listening reveals that Saudi consumers value service quality and fast delivery, so the brand invests in next-day shipping and responsive WhatsApp support. Within 18 months, the brand has validated demand, built customer loyalty, and can evaluate physical retail expansion with real data rather than assumptions.

Investment in cybersecurity and compliance with local data regulations builds trust with both Saudi consumers and regulators. Data localization requirements are evolving, and companies that proactively address privacy and security demonstrate commitment to the local market.

Leveraging Government Support, Financing, and Incentives

A unique strength of Saudi Arabia is the breadth of government-backed programs for SMEs, startups, and strategic investors. Companies that leverage government support as part of their growth strategy access capital, expertise, and market access that competitors relying solely on private funding cannot match.

SME and startup enablers are coordinated primarily through Monsha’at, the General Authority for Small and Medium Enterprises. Monsha’at offers funding opportunities, mentorship, and access to government contracts. Venture capital funds backed by the Public Investment Fund (PIF) have dramatically increased funding available for tech startups, with PIF’s Sanabil Investments and Jada Fund backing dozens of ventures. Accelerators run under Misk Foundation, KAUST, and sector-specific initiatives provide structured programs for early-stage companies.

Sector-specific financing vehicles target priority industries:

• Saudi Industrial Development Fund (SIDF): loans for industrial and logistics projects, with favorable terms for localization

• Tourism Development Fund (TDF): financing for hospitality, tourism infrastructure, and entertainment projects

• National Renewable Energy Program: support for solar, wind, and clean energy projects

• Tech sector funds: various PIF-backed vehicles targeting AI, cloud, and digital services

Investment and export support is available through the Saudi Export-Import Bank (Saudi Exim), which provides credit insurance and financing for Saudi exporters. The National Development Fund (NDF) coordinates across 10+ development finance institutions, streamlining access for large projects. The National Investment Strategy explicitly offers investment incentives—including co-investment, subsidized infrastructure, and regulatory fast-tracking—for projects exceeding certain capital thresholds or creating significant employment.

Tax and customs incentives are available in industrial cities managed by MODON and in special economic zones. Depending on location and sector, companies may access:

• Reduced or zero corporate taxes for defined periods

• Customs duty exemptions on equipment and raw materials

• Subsidized land leases and utility rates

• Streamlined licensing and permitting

Integrating government programs into your growth plan: Before committing capital, map which funds and incentives fit your sector, stage, and geographic focus. A manufacturing company should evaluate SIDF and MODON incentives before finalizing site selection. A tourism venture should engage TDF early in project design. A tech startup should explore Monsha’at programs and PIF-backed accelerators before raising exclusively from private VCs. This mapping exercise often reveals that government funding opportunities reduce the capital you need to raise externally while improving terms with private investors who see de-risked opportunities.

Geographic Expansion: Beyond Riyadh and Jeddah

Many companies stop at Riyadh and Jeddah, yet Vision 2030 is driving growth in secondary and emerging cities that offer less competition and strong government support for development. Geographic expansion beyond the two major metros can unlock new markets and customer segments with distinct needs.

Eastern Province (Dammam, Dhahran, Khobar) remains the center of Saudi Arabia’s energy industry. Opportunities extend beyond oil and gas to petrochemicals, industrial services, logistics, and a growing professional services sector serving Aramco and its massive contractor ecosystem. The region has higher disposable income than national averages and underserved retail and entertainment sectors.

High-potential growth corridors are emerging as infrastructure investments mature:

• Tabuk: Gateway to NEOM, with growing opportunities in construction, hospitality, and logistics

• Qassim: Agricultural hub with strong local market for food processing, equipment, and services

• Medina: Religious tourism anchor with growing hospitality and retail sectors

• Abha and the Asir region: Domestic tourism destination with cooler climate, attracting investment in resorts and experiences

• Jazan: Industrial city with special economic zone, port infrastructure, and agricultural potential

Planning geographic expansion requires data beyond general assumptions. Use demographic and income data from the General Authority for Statistics, infrastructure development announcements from relevant ministries, and retail/industrial cluster mapping from MODON and regional economic cities. Prioritize cities where your sector aligns with local demand drivers—hospitality in tourism corridors, industrial services in manufacturing zones, consumer retail in high-income suburbs.

E-commerce and last-mile logistics enable testing demand in new regions before committing to large physical investments. A brand can target digital advertising to Qassim or Eastern Province, fulfill orders via national 3PL partners, and measure conversion rates and repeat purchase behavior. This data-driven approach validates geographic expansion hypotheses at lower risk than opening physical locations speculatively. Companies that master logistics to secondary cities often find less competitive markets and customers who reward local availability with strong brand reputation loyalty.

Risk Management, Compliance, and Sustainable Growth

Long-term growth in Saudi Arabia requires disciplined risk management, governance, and ESG alignment—not just aggressive expansion. Companies that grow too fast without controls often stumble on regulatory challenges, reputational issues, or operational failures that erase early gains.

Regulatory and compliance risks are real in a rapidly evolving environment. Tax reforms including VAT (introduced in 2018, raised to 15% in 2020) changed cost structures for many businesses. Labor law enforcement has intensified, with inspections and penalties for Nitaqat non-compliance. E-invoicing mandates created implementation burdens for companies with legacy systems. Regular audits, internal controls, and ongoing engagement with local legal experts reduce exposure to penalties and operational disruptions.

Policy and political risk mitigation means monitoring official announcements through channels like Saudi Gazette, Arab News, and ministry social media accounts. Sector strategies shift as Vision 2030 priorities evolve—what was hot in 2020 may be less emphasized in 2025. Flexible business models that can adapt to new regulations or incentives outperform rigid structures designed for a single regulatory snapshot. Companies maintaining relationships with government relations advisors catch signals earlier than those relying on public announcements alone.

ESG is increasingly material for companies operating in Saudi Arabia. The Saudi Green Initiative commits to net-zero emissions by 2060, and government contracts increasingly include environmental performance criteria. Social contributions—particularly training Saudi youth and community engagement—affect government relations and brand perception. Companies perceived as extractive rather than contributive face harder paths to growth.

Reputation and cultural risk can damage years of investment. Misaligned marketing campaigns, insensitive product decisions, or public statements that conflict with Saudi cultural values can trigger social media backlash and government scrutiny. In a values-driven society, brand reputation is fragile and expensive to rebuild. Review all external communications with local advisors before publication.

Building a governance framework:

• Define clear decision rights between headquarters and local management

• Document policies for compliance, ethics, and escalation

• Establish transparent reporting to investors, regulators, and partners

• Conduct regular risk assessments covering regulatory, operational, and reputational categories

• Create contingency plans for common challenges like visa delays, regulatory changes, or supply chain disruptions

Frequently Asked Questions on Growth Strategies in Saudi Arabia

Which sectors are most attractive for foreign investors in 2024–2026? Technology (AI, cloud, cybersecurity), tourism and entertainment, renewable energy, logistics, and healthcare consistently rank as priority sectors with strong government support and investment incentives. Manufacturing, particularly in aerospace, pharmaceuticals, and EVs, is also receiving increased attention under NIDLP localization goals.

How long does it typically take to obtain a MISA license? Timeline varies by sector and application completeness. Simple commercial activities in open sectors can receive approval within 2–4 weeks. Complex activities requiring additional regulatory clearances (healthcare, education, financial services) may take 2–4 months. Working with experienced local advisors who understand documentation requirements significantly reduces delays.

How important is having a Saudi partner today? 100% foreign ownership is permitted in most sectors since reforms around 2018–2019. However, forming strategic partnerships with local partners remains valuable for market access, government relationships, and cultural intelligence—even when not legally required. Certain sectors (real estate development, some professional services) still require Saudi participation.

What is the minimum investment level to benefit from major incentives? Investment incentives under the National Investment Strategy target projects above certain thresholds, typically starting around SAR 100 million for significant benefits. However, SMEs and startups access different programs through Monsha’at and sector-specific funds that don’t require large capital commitments. The right program depends on company stage and sector.

How do Saudization rules impact hiring plans? Nitaqat quotas vary by sector and company size, ranging from 10% to over 80% Saudi nationals. Companies must factor Saudization into workforce planning from day one, as non-compliance restricts visa issuance and can block license renewals. Exceeding minimum requirements (Platinum rating) unlocks benefits including faster visa processing.

How can companies win government contracts through Etimad? Registration on the Etimad portal requires commercial registration, ZATCA compliance, and often sector-specific certifications. Companies must actively monitor tender announcements, prepare compliant bids meeting technical and commercial requirements, and often demonstrate relevant experience in Saudi Arabia or the region. Building relationships with relevant ministry procurement teams improves positioning.

How do companies raise capital from Saudi VCs and government-backed funds? Saudi venture capital has grown dramatically, with PIF-backed funds (Sanabil, Jada) and independent VCs (STV, Raed Ventures, Impact46) active across sectors. Companies should demonstrate Saudi market traction or clear Saudi expansion plans, align with Vision 2030 priorities, and engage accelerators like KAUST, Misk, or sector-specific programs that provide introductions to investors.

What are common challenges for international businesses entering Saudi Arabia? Typical challenges include navigating cultural nuances in B2B relationships, understanding rapidly changing regulations, meeting Saudization requirements, adapting products for local preferences, and building relationships with government stakeholders. Companies that invest in local teams and advisors early overcome these barriers faster than those attempting remote market entry.

Conclusion: Designing a Saudi-Specific Growth Playbook

Sustaining growth in Saudi Arabia requires more than market entry—it demands a comprehensive strategy aligned with Vision 2030, tailored to local market realities, and executed with operational discipline. Companies that treat Saudi Arabia as another international market using generic playbooks underperform those that invest in understanding the Kingdom’s unique dynamics.

Success combines regulatory fluency with strong local teams, digital excellence with cultural sensitivity, and aggressive expansion with robust governance and ESG practices. The companies scaling fastest in Saudi Arabia have mapped their capabilities to priority sectors, integrated government programs into their capital strategy, localized products and customer experience for Saudi consumers, and built teams that can execute in a fast-moving environment.

Translate this guide into a concrete growth roadmap. Set milestones for licensing and legal structure within the first quarter. Plan localization sprints for product, marketing, and customer support. Build a phased hiring plan that exceeds Saudization requirements while bringing in experienced talent. Design digital infrastructure that’s mobile-first and data-rich. Map geographic expansion based on data rather than assumptions.

The 2024–2030 window represents a rare acceleration phase for businesses willing to invest in understanding and serving the Saudi market. Government support, capital availability, and demographic tailwinds create significant opportunities for companies ready to move. Proven strategies exist—the question is whether you’ll adapt them to your context and execute before the window narrows.

Start planning or refining your Saudi-focused growth strategy now. The companies that succeed will be those that treated long-term growth in this market as a strategic priority, not an opportunistic experiment.