
In "Rebel Talent," Harvard professor Francesca Gino reveals why rule-breakers outperform conformists. What if breaking rules strategically is the key to innovation? Endorsed by Angela Duckworth and Charles Duhigg, this guide shows how five rebel traits can transform your career and organization.
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A CEO walks into a crucial investor meeting wearing a hoodie and sneakers. Is this professional suicide or a power move? When Mark Zuckerberg showed up to Facebook's $104 billion IPO roadshow dressed like he'd just rolled out of bed, Wall Street analysts called it "immature." Yet this wasn't ignorance-it was strategic rebellion. The most successful people don't just follow the rules exceptionally well; they know exactly which rules to break and when. Throughout history, from Napoleon Bonaparte fighting alongside his troops to modern entrepreneurs disrupting entire industries, rebels have consistently outperformed their rule-following peers. The difference isn't talent or luck-it's their willingness to challenge conventions that everyone else accepts without question. Picture walking into a luxury boutique in Milan's fashion district. Two women enter: one in an elegant dress and fur coat, the other in gym clothes. Which one gets better service? Surprisingly, research shows the underdressed customer receives more attention and respect. Shop assistants assume she's deliberately breaking norms-a signal that she's powerful enough not to care about expectations. This isn't about being contrarian for its own sake. The key lies in intentionality. When people perceive your rule-breaking as a conscious choice rather than ignorance, they attribute higher status to you.
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