It's not about coming up with some super-original career plan - there's only so many business careers out there that someone will talk about.
You make the adcom see you as an individual based on WHO YOU ARE - which isn't about your goals or your narrative. It's about everything put together - and most importantly, HOW you communicate who you are.
Put 10 guys with similar resumes and backgrounds in the room and ask them to describe themselves. They can all end up talking about the same things (because they have the same resumes and backgrounds). Five will blend in. The other five will come across as individuals. It's about HOW you communicate, which comes down to being able to reveal your personality in your writing and speech - it's not some clinical recitation of a bunch of things like a police report (which is what so many applicants end up doing).