Complex molecule synthesis benefits from both methodological advances and strategic innovation. With the belief that a quality synthesis requires a solid strategy, our group focuses largely on synthesis design. In this lecture, I will describe some successes and some ongoing attempts to devise and execute concise syntheses of complex secondary metabolites. Often, the targets are potentially valuable for their biological activities, in which case general applicability to a range of family members and/or unnatural analogues is incorporated into the design. Our current interests, from which the lecture will draw from, include polycyclic terpenoids, alkaloids, and polyhalogenated natural products.