"This study aims to see whether the strategies that need to be developed by looking at the psychological climate conditions contained in the Achmad Yani University of Banjarmasin environment in the face of the industrial revolution era 4.0. The study was conducted on 125 permanent lecturers. The data analysis technique used is a SWOT analysis to determine the right strategy carried out by. The results of the study show that it must implement an aggressive strategy in quadrant 1, An aggressive strategy that can be applied is to maintain effective and efficient management, then always provide support and opportunities for developing insight, exploring self-potential, self-development and creativity in research. While the other strategy that must be done is always striving to get additional research grants and service from outsiders, collaborating with outside parties in the field of research and service, organizing academic activities such as seminars with PTN and PTS, as well as providing useful information to other parties such as government and others. Then another strategy is to conduct activities such as those carried out by other PTS in terms of innovation, adjusting to changes in government regulations relating to research and service, and supporting the lecturers not to be afraid and worried about these changes."