A large automotive manufacturer faces a significant shift from gas-powered vehicles to electric ones over the next decade. The CEO plans to form a task force with leaders from various departments, including sales, marketing, manufacturing, and finance, to guide this transformation. However, the janitorial staff, while essential for maintaining cleanliness, will not be consulted, illustrating that not all roles are deemed strategically vital in this context. The article raises a critical question about the role of UX teams in such transformations. Many UX teams are viewed as tactical, only involved when others define project requirements. This limits their influence and relegates them to a support role, similar to the janitorial staff. In contrast, strategic UX teams proactively engage with the organization's goals. They research user experiences across all affected groups—from vehicle owners to factory workers—to identify pain points and opportunities for improvement. By integrating user-centered insights into the transformation strategy, a strategic UX team can ensure that the new technologies and processes enhance overall experiences. They craft long-term visions that align with organizational goals and help set metrics to track progress. Their involvement can elevate the transformation from a mere operational shift to a comprehensive improvement that truly benefits users and the business alike.