Reconstruct the Rules: Don’t Accept Industry Boundaries as Given (Hard)

So many teams and organizations silently obey the 'invisible rules' of their field. These might be assumptions about who participates, how services are delivered, or even what counts as possible.

History is full of exceptions. Take the rise of the multiplex and later the megaplex in movie theaters. The industry norm was one movie, one screen, one location. But theater owners who broke these rules unlocked new crowds and more resilient business models. In behavioral science, these are called 'boundary-spanning moves.' By refusing to accept the playing field as fixed, creators open up uncontested territory and often develop surprising advantages.

But the process isn't easy. Daring to redraw boundaries—such as combining genres, targeting previously ignored groups, or merging functions—can feel risky and may meet resistance. However, the reward for such creative reconstruction is that you no longer have to fight for the same spoils as rivals. Instead, you develop whole new categories and claims for yourself, shifting the basis of competition entirely.

Research shows these moves are the foundation of lasting breakthroughs. Instead of just asking, 'How can I do better?' top performers ask, 'What if we no longer played by these old rules at all?' Challenging, but game-changing.

Open your mind to the constraints and traditions that define your work or play—then challenge yourself to ask whether they’re still serving real needs. Lay out a plan that deliberately crosses a line or merges worlds in a way no one expects. Don’t be afraid to try something strange in small doses, inviting honest feedback from both loyal supporters and people currently on the outside. When you find new rules that energize and involve more people, you’ve done more than just tweak an old process—you’ve created a new playing field.