Here is a useful exercise for assessing your company’s strategy.

Take your strategy.

Read it carefully.

Then go to your biggest competitor's website and read theirs. 

Notice anything?

If your strategies are interchangeable — same language, same aspirations, same magnificent commitment to delivering value to customers — congratulations.

You have not differentiated yourself from your competition in the market.

You have not differentiated yourself from your competition in the document either.

Porter's test for a real strategy is simple and brutal: if it works equally well for all your competitors, it is not a strategy.

It is an industry description.

The fact that yours is better formatted does not help.