Standards serve as a common reference in international trade and facilitate market access. Creating new standards for a field is one way of leading development and contributing to Swedish ideas shaping the market of the future. This is why Sweden’s national innovation strategy emphasises standards as tools that together with intellectual property rights are important in supporting innovation. Researchers, innovators and developers should receive support in the form of expert consultation at an early stage in order to assess the potential and the benefits of future standardisation. When the time is right, Sweden should initiate the development of new global standards whenever this could contribute to market access. Strategic interaction between innovation, intellectual property rights and standardisation strengthens Sweden’s competitiveness.