Your Story Can’t Be Copied: Why Vision as Strategy Changes Everything

In my last blog Clones, Replicants, and the Death of Originality, I established why imitation fails. But here’s my question:

When your marketplace is filled with clones, what’s your secret weapon?

Here’s what Henry Mintzberg, the renowned management theorist and Cleghorn Professor of Management Studies at McGill University, dropped back in ’94 that still rings true today: “The best strategies are visions, not plans.” Yet 30 years later, most companies still haven’t figured this out. They’re so busy planning their next move that they’ve lost sight of where they’re actually heading.

A compelling narrative—one anchored in vision as strategy—is how category kings are made. It’s not just about articulating what you do; it’s about your unique perspective on where the market is heading and how you’ll shape it. This isn’t just theory. When vision drives strategy, it becomes the foundation for how you approach your market category and define your unique position within it.

Stagnation in Plain Sight
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I hear it all the time: “We need a new strategy.” But what I believe leaders often mean is they need a better plan for hitting their numbers this quarter.

Let me be direct—that’s operations, not strategy.

Too many companies play it safe, either waiting for more information or copying what’s popular. Following the herd might feel secure, but it’s a path to nowhere. Innovation and growth come from taking calculated risks, from believing in your vision and committing to it.

Why Vision as Strategy Works

Consider Salesforce’s approach. Rather than just competing on features in the crowded CRM space, they built their vision around democratizing enterprise software and empowering digital transformation. They launched their Trailblazer storytelling campaign, focusing not on product specifications, but on how individuals and companies were using Salesforce to innovate in their industries. The result? Their community grew by 35%, they saw unprecedented engagement with their ecosystem, and their revenue jumped 22% year-over-year.

Or look at Patagonia. Their vision wasn’t just about selling outdoor gear—it was about promoting environmental stewardship. When they expanded their Worn Wear program, they weren’t following market trends; they were living their vision of creating a circular economy. Despite (or perhaps because of) encouraging customers to repair rather than replace, they saw a 10% increase in revenue and 30% growth in repeat customers.

So, take it from companies like Patagonia and Salesforce: f**k the competition. True market leadership comes from solving problems only you can solve, not from copying others.