Strategy of Imagination And Courage
In corporate strategy, one of the most pervasive yet underappreciated cognitive traps is what I call "adjacency bias"—the tendency of organizations to focus their strategic vision narrowly on markets, industries, or businesses that feel safely adjacent to their existing portfolio. While this mindset may seem prudent, it often blinds companies to transformative opportunities outside their immediate sphere.
History is replete with examples of bold moves that broke free from adjacency bias. Amazon’s creation of AWS transformed it from an online retailer into the dominant force in cloud computing. Apple evolved from a niche computer manufacturer to a global leader in consumer electronics and digital content. Netflix’s leap from DVD rentals to streaming and original content disrupted the entertainment industry. Even traditional giants like Samsung and Nokia redefined themselves—Samsung transitioning from agricultural commodities to consumer electronics and semiconductors, and Nokia pivoting from paper mills to telecommunications.
While there are many success stories of bold strategic imagination, examples of organizations consistently outperforming their peers in performance and productivity are rare. This underscores a critical truth: choosing the right opportunities is often more important than excelling within familiar confines. However, for those aiming for performance and productivity in the familiar domains, consistent success depends on optimizing enterprise architecture, flattening hierarchies, empowering the “Reality Inc”, and becoming a magnet for high-potential talent. Cultural transformation is equally indispensable—prioritizing execution over rhetoric, results over politics, and substance over style. These are only a few of the foundations that enable sustained excellence.
Today, obvious but nascent markets—such as humanoid robotics and the industrialization of space—beckon visionary leaders. Yet many businesses remain tethered to safe, adjacent opportunities, avoiding the bold moves necessary for true transformation and disruption. As history shows, those who dare to look beyond their immediate horizon are the ones who reshape industries—and their destinies.
© Saip Eren Yilmaz, 2025
