We don’t have a functional competitive market in health care in the U.S. Consequently, many of the attributes of competitive markets that are beneficial in our lives are not present in health care. One significant negative externality of a dysfunctional market is an inability to discern quality. Consumerism is critical. This presentation outlines the path toward better strategic thinking in U.S. healthcare. We must 1) embrace the Theory of the Firm – you’ll find you’re actually embracing your mission! 2) Institutionalize the promise of globalization 3) Build partnerships – become a market-maker not a market-taker 4) Be a contrarian 5) Focus on the consumer – make them smarter and they will reward you!