Industry Master Plans have emerged as an important industrial policy intervention and approach to strengthening and growing South African industrial capacity. The approach to and process of developing these plans has brought about a comprehensive understanding of specific industry dynamics, engagements between key stakeholders in an industry, and the actions required to strengthen and grow that industry. Developing the Master Plans involved research, engagement and collaboration between stakeholders to identify and support the actions required. The Master Plans aim to collectively reposition the economy rather than solve a specific crisis faced by an industry. This policy brief explores some of the tensions that have surfaced in the Master Plan process.