Rather Than Doing Better, Create Something Different: Do Not Follow the Winners’ Rules

The world’s rules are set by winners. Their rules are traps designed to ensure they keep winning and we keep losing. When you propose an idea, do you often hear the losers around you saying: ‘That does not follow past practice…’ ‘That is not the industry norm… You cannot do that in our industry…’ They are trapped in a framework of obeying the rules. Within the winners’ rules, you will always lose. Want to win? You have only one choice: break the rules. Cirque du Soleil broke the rule that a circus must have animals. Swatch transformed watches from timekeepers into fashion, personal collectibles, and art. Google overturned the world’s conception of web portals. IKEA broke the industry convention that furniture is delivered and assembled by professionals from the store. Virtually every successful person, company, or endeavor has broken rules to some degree, with almost no exceptions. As an outsider, your only chance of winning lies in different thinking and strategies. Mature founders do not need to begin by battering themselves against every obstacle. New ideas can have more influence than aggressive action. Even as a pioneering innovator, you need not travel alone. Thinking that benefits both others and yourself can attract followers. Have the courage to break rules as an outsider. If you can only follow step by step and imagine winning through determination, leave this self-deceiving game early. #創新工場投資人的投資創業課 ----- Robin: ‘Earlier posts discussed breaking industry consensus to stand out. The next technology giant will certainly operate differently from today’s giants. This article makes the same point: to win, you cannot follow the current winners’ rules. Under those rules, you will always lose. My point is similar: rather than expecting to do better, create something different. The world may not need a second Microsoft or Google, but many more areas still need innovation and breakthroughs.’