I've always been driven to buck the system.
Our best ideas come from clerks and stockboys.
You can't just keep doing what works one time, everything around you is changing. To succeed, stay out in front of change.
Swim upstream. Go the other way. Ignore the conventional wisdom.
Keep everybody guessing as to what your next trick is going to be. Don't become too predictable.
Exceed your customer's expectations. If you do, they'll come back over and over. Give them what they want - and a little more.