The University of Utrecht, founded in 1636, has taken concrete actions to change internal systems, and research approach and increase its societal impact. These actions have changed and rationalised the University’s approach to research in four broad themes - Dynamics of Youth, Institutions for Open Societies, Life Sciences, Sustainability - that are used to co-ordinate across the University activities including the specific aspects of value creation and societal impact. In its 2012- 2016 strategic plan, the University of Utrecht expressed the ambition to improve its position from one of the best universities in the Netherlands to one of the best universities in Europe. In current strategic plan this has been articulated as ‘a global player with regional embedding’, but the vision remains the same. At the same time, the University of Utrecht streamlined its approach to recruitment and professorial development to align with creating deeper and more sustainable societal impact.