Skip to navigationSkip to main contentSkip to right columnNeil Patel, The Motley FoolSun, July 5, 2026 at 12:55 AM GMT+2 3 min readIn November 2024, Strategy (NASDAQ: MSTR) shares reached their all-time high price of $473.83. As of July 1, the Bitcoin (CRYPTO: BTC) treasury company trades at just $93.39 per share. Investors have witnessed the cryptocurrency stock's precipitous fall.The business continues to navigate the current bear market. It just announced a major shake-up to its strategy. Here's what investors need to know.Missed Nvidia in 2009? This Rare Signal Is Flashing Again. In 2009, a "Double Down" signal flashed for a little-known chipmaker called Nvidia. For the first time in years, that same "Total Conviction" signal is flashing for a company 1/100th the size of Nvidia. Continue »Image source: The Motley Fool.CEO Michael Saylor's strategy is changingOn June 29, Michael Saylor's Strategy announced a new digital credit capital framework. It set up a board-approved U.S. dollar reserve that must equal at least 12 months of annual dividend payments and interest expenses. The company also authorized $1 billion each of common stock and preferred stock repurchases.The biggest surprise is that Strategy has shifted its posture from a never-sell-Bitcoin attitude to now setting up authorization to sell up to $1.25 billion of the top cryptocurrency.Bitcoin continues to navigate a bear market, with the digital asset's price trading more than 50% off its peak. At the same time, this soft market sentiment has negatively impacted Strategy shares, which were down 43% in the first six months of 2026.When Bitcoin's price is rocketing higher, everything is fine. Strategy's balance sheet balloons in value. And because the company's stock provides investors with levered exposure to the crypto, its price rises even more.But in the current market environment, Strategy is being forced to make adjustments to its game plan. Growing Bitcoin per share is still the ultimate goal. And being able to make dividend payments on its STRC perpetual preferred equity product is also a priority.Depending on where Strategy shares, its preferred equity stock, or Bitcoin are trading, the business can engage in whatever capital market transactions are accretive to its investors, whether this entails buying or selling. The company simply expanded its playbook to respond quickly to what the market is doing. Investors would reward any business that adapted like this.Navigating uncharted territoryIt's easy to be critical when Bitcoin is down so much. But history says that a troubling bear market evolves into a raging bull market. Bitcoin still possesses tremendous long-term potential.Terms and Privacy PolicyEU DSA contactPrivacy & Cookie SettingsMore Info