Never play by the agreed-upon norms within which others operate. The rules, norms, and traditions of any group or industry are usually traps that prevent new ideas, higher levels of greatness, and domination. You don't want to just be in a race; you want to be at the top of the list of considerations. Even better, you would like to be the only one considered as a viable solution. You need to adopt the attitude that you have so much power in your space that your clients, your market, and even your competition automatically think about you first when they think about what you do.
