Exchanges are required to set up navigator programs and federal regulations specify a minimum set of duties and competencies required of navigators. However, states have to flexibility to expand the role of navigators to maximize the effectiveness and reach of their programs. By identifying and focusing on the needs of consumers upfront, Exchanges are better able to define the full scope of work that will help consumers not only gain coverage but also lead to health care access, better health and a more sustainable health care delivery system. This brief poses a number of strategic questions that will help states craft a vision for the navigator program and guide key operational decisions going forward including navigator duties and competencies.