The Genius of Strategy

Genghis Khan Could Have Sold a Lot of Shoes
August 14, 2024 by
The Genius of Strategy
Micro Mutiny Inc., Tera Warner



"Strategy is not the consequence of planning, but the opposite: its starting point."


Henry Mintzberg


In the grand bazaar of ideas, who would've thought that a 13th-century conqueror and a 21st-century shoe company could teach us about business strategy? Yet here we are, unravelling the common thread between Genghis Khan and socially conscious footwear. Buckle up, fellow strategists - whether we're talking about dominating ancient empires or disrupting modern markets, the principles of strategic genius remain surprisingly constant.


The Essence of Strategic Genius

One of the most powerful tools recently implemented in our business has been a clearly crafted, artfully composed "strategic plan." The phrase itself might feel like a business cliché, but don't let that fool you. A strategic plan's role in running the whole show is crucial and often underestimated.

Strategy requires genius! The clever allocation of resources, insightful observation of opportunities, and the wisdom to outwit competitors along the path to success elevates the strategic plan above tedious "to-do lists". It inspires groups toward a greater call to action.

Think of your strategic plan as the backbone of your business—it anchors all moving parts, keeping everything coordinated and aligned within a shared structure. A truly brilliant strategy transcends dry targets and corporate jargon. It's the spark that ignites passion, the glue that binds teams, and the compass that guides organizations through turbulent waters. When you see an entire company moving in harmony, you're witnessing strategic genius in action.

Plans steeped too heavily in seriousness are destined to become paperweights. But when a strategic plan awakens your competitive spirit, whispers wisdom, and showcases sharp insights, it inspires cohesion, commitment, and action.



"If you don't know where you are going, you'll end up someplace else.​"


Yogi Berra



In business, “someplace else” isn’t usually where you want to be—unless it’s Fiji… Fiji’s nice.


Genius in Action


Tom Didn't Even Make Shoes, Blake Did

Few examples highlight the genius of an ethical business strategy better than TOMS Shoes. When Blake Mycoskie founded TOMS Shoes, his choice to bootstrap was a pivotal move to ensure he maintained control over his vision and stayed true to his mission. The cornerstone of which was adopting the "One for One" model: for every pair of shoes sold, another pair was donated to a child in need. 

A pair of TOMS shoes resting on a sandy surface, representing the brand's simple yet powerful mission of creating social change through everyday purchases.

Mycoskie leveraged our universal desire to help others, while recognizing a general reluctance to directly donate. He made doing good effortless, turning shoe-shopping into world-changing action. We became heroes, not just shoppers, and all we had to do was buy shoes, and later, backpacks, sunglasses, and stationery.

A group of smiling children sitting in a row, proudly wearing TOMS shoes, symbolizing the impact of TOMS' charitable model that turns purchases into life-changing donations.

By sharing his travels to the countries where TOMS donations were made, Mycoskie made us feel like a key part of real change. Customers weren't shoppers; they were change-makers, actively improving life for those in need. Meanwhile style was never compromised—creativity and fashion remained center stage. 

Children joyfully holding a TOMS banner, celebrating the positive impact of the company's donations and showcasing how customer purchases contribute to meaningful change.

Mycoskie's ability to see beyond conventional business models, aligning profit with purpose and style with substance, demonstrates true strategic genius. TOMS Shoes didn't just sell products; it sold a vision of a better world, and in doing so, inspired millions to walk the path with them. "Tom" never even made shoes, by the way—it's short for "tomorrow," inspiring people to walk into a better future today.


Genghis Khan and The Making of the Modern World


Shifting gears slightly, let's take a look at one of history's greatest military strategists. One of my favorite reads is a book called "Genghis Khan and the Making of the Modern World." 


If you can overlook towering pyramids of skulls, and an aggressive expansion policy to examine his story, the conditions he overcame in his lifetime, and his ability to inspire and lead, he's a strategical genius who shaped all subsequent generations to come!

Born as Temujin in the Mongolian steppes, he faced relentless challenges navigating family relationships and the dynamics of warring Mongol tribes. These hardships shaped his character and sharpened his strategic mind and determination to survive. 

A Mongol leader in full battle armor, mounted on a horse, symbolizing strategic leadership, strength, and determination in conquering challenges, set against a vast and rugged landscape

His first significant achievement was unifying the fragmented Mongol tribes under his leadership. A remarkable  feat of military might as much as diplomatic skill! He built alliances through marriages, adopted merit-based promotions over traditional tribal loyalty, and rewarded loyalty with trust and responsibility. He broke down traditional tribal barriers and promoted a common identity, transforming a collection of warring tribes into a powerful, cohesive force.


The Great Khan's approach to warfare was revolutionary. Using psychological warfare, intelligence gathering, and rapid, unexpected attacks, he knew that the greatest victory was to convince the enemy to surrender without a fight.

Mongol leader giving commands to his generals over a map, while his army charges forward on horseback, symbolizing his revolutionary approach to warfare through strategy, psychological tactics, and unification of Mongol tribes.

He was willing to learn from the cultures he conquered and integrated their knowledge into his own repertoire of wisdom for governing his empire. Adopting technologies and administrative policies from China and Persia, he continually recalibrated his own understanding to improve his ability to rule.

A map showing the expanse of the Mongol Empire, the largest contiguous land empire in history, stretching from the Pacific Ocean to the edge of Europe.

His empire was the largest contiguous land empire in history, stretching from the Pacific Ocean to the edge of Europe. His ability to govern such a vast domain, ensure order and consistency, promote trade and communication across the empire, lay the groundwork for what would become the Silk Road and shaped the cultural and economic exchange between East and West for generations to come!





"Coming together is a beginning; keeping together is progress; working together is success."


Words often attributed to Ghengis Khan



Can We All Be Strategic Geniuses?

So, what can we learn and apply to the modern world of business from TOMS one-for-one shoe strategy and the Mongolian battlefields ruled by The Khan? Strategy is about seeing the world not just as it is, but as it could be, and then making that vision a reality through unwavering focus and unparalleled leadership.


When you've got one in place, you can achieve a few things more easily:

  1. Identify and seize opportunities others might miss
  2. Unite diverse teams under a common purpose
  3. Adapt quickly to changing circumstances
  4. Create a lasting impact that goes beyond immediate goals


Your strategic plan is the key to bringing your team together, keeping them motivated, and working towards a shared vision of success. Stay tuned for our next instalment, where we'll dive into our secret strategic sauce recipe and a simple 3-step approach to creating a strategic plan that's as inspired as it is practical. In the world of business, a little strategic genius can go a long way.


Inspire your inner Mongol:

No need to build gory pyramids or intimidate your neighbours with psychological warfare, but understanding history's exceptional displays of strategy can rev the inner inspiration engines and help to bring great to the table. The fundamental truths about teamwork, productivity, and morale will never change. We can learn from past leaders to paint an inspiring picture of the future and start walking into it!


A mutiny against mediocrity is already rumbling. 
Join us!

I'm in!