In this paper we consider the experience of implementing the Smart Specialisation Strategy (S3) in three regions in Finland, Norway and Denmark. We highlight the challenges each of these 'strong innovator' regions has faced in implementing S3. We elucidate the fact that each region faced different challenges when implementing S3. We extend a discussion around place-based policy, which is designed in a regionally bespoke and bottom-up manner, suggesting that this will inherently throw up unique and variable place-based challenges, questioning how to balance this uniqueness of problems with a universally applicable approach and support infrastructure.