Business rule n.1: Think of ourselves differently than the competition.
They even say we have to hate what our competition stands for and maybe even our industry. We have to hate it so much and we want to improve it so badly, that usually, we develop something new. Sometimes we go at the total opposite of the industry norms, sometimes we innovate from modeling a complete different industry. But either way, succes certainly comes when we are different.
To be different, we need to be creative, and in order to be creative we need to think different.
The resemblance speaks for itself…