This paper examines the relation between role ambiguity and exceptional strategic performance. In particular, this study reveals how organizational actors purposefully created ambiguity in organizational roles and how continuously shifting roles and role expectations build and sustain extreme strategic performance in and through daily practices. We draw on in-depth empirical material collected over three years from a professional Finnish ice hockey organization that has been able to be exceptionally successful both in terms of ‘the game’ and ‘the money’. Our analysis reveals how different organizational members shift between different and sometimes even contradicting roles and expectations in their pursuit of extreme strategic performance. Based on our analysis we conceptualize three shifts in organizational roles: temporal shifts, embodiment shifts, and priority shift. With these findings we contribute to our understanding of the fluid nature of organizational roles as well as how these shifting roles impact strategic performance.