Higher education institutions educate those who are the most talented and best able to secure the future for the next generation. This study examines an efficient strategy process in higher education and emphasises the importance of sufficient dialogue during the process. The study describes the strategy process of the Turku University of Applied Sciences in Finland. It describes how web-based dialogue can be used to pass surveillance, mentality and power filters and broaden the ability of management to observe the environment from different perspectives. A web-based strategy dialogue encourages presentation of ideas, enables evaluation of other's ideas and produce topics for further development. The study also discusses how the results of the dialogue can be used to define both strategic objectives and themes using a strategy map. The findings are useful for educational administrators who have the responsibility for strategic planning of higher education institutions.