Famous RuleBreakers

The study of diverse businesses that have created success on hard-pressed markets have shown us that it can be a positive thing to take up residence in a very competitive sector. The usual understanding is that if a market is generally not especially attractive and a particular firm simultaneously stands in a weak position, then they ought to leave the battleground. But this is not necessarily true. As a matter of fact; many of the RuleBreakers have created great degrees of profit in lines of business that others have judged to be quite unattractive.


These companies could see the virtue of turning things upside down and doing something completely unexpected. Each one, with their own winning strategy, rebelled against the unwritten rules of their sector and turned the market to their advantage.