Rules to Learn By

Seth Godin has a wonderful post on his blog about the dangers of playing by the rules. If you want to stand out in a crowd and win it is important to learn and understand the conventional approach. Once you know that, figure out how to NOT be like everyone else, how not to play the game by their rules.

What are you doing to NOT follow the rules of your industry? What are you doing to set your own agenda and change the game?