The aim of this paper is to provide insights into, and perspectives on, the transformation of mindsets for logisticians. We argue that by exploring paradoxes inherent in the efficiency-focused paradigm of today, a strategic mindset can emerge in which central logistics management issues can be addressed, understood, and dealt with in order to enhance supply chain effectiveness and innovation. Based on a complexity theoretical perspective the paper challenges assumptions inherit in the logistics discipline which is argued to be needed in order to deal with contemporary logistics issues such as sustainable development. Four propositions for further research and practise have been suggested, each highlighting the required insights and understanding necessary for logisticians to make their mindset more strategically oriented i.e. developing logistics managers with the capabilities to enable a greater focus on effectiveness, innovation and other complex issues such as sustainable development.