---
id: ins_story-driven-vs-competition-driven
operator: Bernadette Jiwa
operator_role: Brand storyteller; author Story Driven
source_url: https://thestoryoftelling.com/
source_type: book
source_title: "Story Driven — backstory, vision, purpose, values, strategy"
source_date: 2026-03-03
captured_date: 2026-05-02
domain: [strategy, pmm, marketing]
lifecycle: [strategy-bets, positioning]
maturity: foundational
artifact_class: framework
score: { originality: 4, specificity: 4, evidence: 3, transferability: 4, source: 4 }
tier: B
related: [ins_fortune-cookie-principle]
raw_ref: raw/expert-content/experts/bernadette-jiwa.md
---

# Story-driven companies don't compete, they play a different game

## Claim
Companies fall into two operating modes. Competition-driven companies define themselves in relation to rivals, react to market moves, and decide based on what others do. Story-driven companies define themselves through Backstory, Vision, Purpose, Values, and Strategy, they decide based on internal alignment and attract customers who share their values. Story-driven firms do not need to compete because they are not in the same game.

## Mechanism
Five structural elements lock the orientation: where you came from (backstory), where you're going (vision), why you exist beyond money (purpose), what you will not compromise (values), and how you'll get there while staying true to the first four (strategy). When all five are explicit, decisions filter through them rather than through competitor moves. The result is a customer base self-selected for fit, with much higher retention and word-of-mouth than competitor-comparison customers.

## Conditions
Holds when:
- The founders are willing to lose customers who don't share their values.
- The category has enough room for differentiated stories (most do).

Fails when:
- Hyper-fragmented utility categories where buyers explicitly comparison-shop on spec.
- Companies whose actual purpose is acquisition arbitrage rather than long-term operation.

## Evidence
> "Two types of companies: competition-driven companies (who define themselves in relation to rivals... and make decisions based on what others are doing) and story-driven companies (who define themselves by their purpose, backstory, and values, and make decisions based on internal alignment)."

· Bernadette Jiwa, *Story Driven* (synthesized from operator's published work)

## Signals
- Strategic decisions reference internal documents (vision, values) before competitor analysis.
- The team can name customers it has turned away on values grounds.
- Marketing voice persists across leadership changes because it sits in shared documents.

## Counter-evidence
Hamilton Helmer's *7 Powers* framework argues sustainable moats are structural (counter-positioning, scale economies, switching costs), story alone is not durable. Competitor-aware operators (Bezos's Day 1) explicitly track rivals while also holding strong internal narrative.

## Cross-references
- ins_fortune-cookie-principle, same operator