A team always steps on the ice with a specific strategy in mind, explained Bob Fenson, a member of 1979 U.S. Men's Championship team. Two-time Olympic curler Lisa Schoeneberg said, as in chess, a team must think several shots ahead. Each time a player launches a stone, it is with the hope that the shot will put the squad in a better position to score. As the game unfolds from end to end, teams must often adjust their strategy. Fenson said the score and the time remaining in a match are among the bevy of factors that alter a team's approach to each shot.
Teams watch for patterns in their opponent's play, which can help exploit apparent weaknesses.
Ice conditions can force a team to change its plans. Sometimes the ice makes most shots go straight, instead of curling. When a player sweeps in front of a delivered rock, the ice is also altered. A big crowd in the arena can raise the air temperature, which in turn can change the ice. The hammer can be a critical factor late in the game.