A question on the strategic planning process and its applications to research universities and predominantly undergraduate institutions is answered. The strategic planning process provides an opportunity for all partners to invest in a common goal and to work through the necessary steps for achieving that goal. Research and its administration and management are ideal environments for applying strategic and other planning processes. For research universities to maintain their research missions and for new research universities to emerge, there must be vision, realistic appraisals of research strengths and weaknesses, financial support, and political recognition of the opportunities that come from supporting research and higher education in the same institution. Like everyone else, academic staff at predominantly undergraduate institutions are motivated to engage in research by power and money, but many academics value prestige and recognition surprisingly highly. An example of the advantage of using strategic planning arises in trying to decide which research programs to fund.