The following is an email from our CEO, Marc Lebel. It is an interesting message about interpreting “common beliefs” for yourself. I hope everyone takes something positive from this message and applies it to themselves at some point this year.
I recently travelled to an area that many consider not a desirable holiday destination. There are parts of this country known for high crime rates and perceived danger, so I have avoided them in the past.
What I discovered instead were long sandy beaches, picturesque mountains, extraordinary safaris, and beautiful vineyards. Had I accepted the widely held belief that this was “not a safe place to visit,” I would not have the fantastic memories I have today.
This experience reminded me that we do not always need to accept popular opinion. Sometimes, we simply need to think for ourselves.
Success Comes to Those Who Think Differently
In life, as in business, too many people cling to misconceptions that hold them back and limit their chances of success and happiness.
Consider the words of Steve Jobs from Apple’s “Think Different” campaign: “Here’s to the crazy ones, the misfits, the rebels… the ones who see things differently… because the people who are crazy enough to think they can change the world are the ones who do.”
This was not just an advertisement. It became the backbone of Apple’s business model—one whose success is hard to dispute.
Creativity, Focus, and Executing Through Different Thinking
So, how do you think differently? It begins by questioning some of the most common beliefs many people accept without challenge.
1. People Are Primarily Motivated by Money
Many business leaders assume that money is the main concern for both customers and employees, largely because it plays such a central role in business decisions.
Over time, however, I have come to realize that humans are emotional creatures who crave purpose and value. Employees want to be paid fairly, but they also want to feel part of something meaningful—part of a team.
Customers consider price, but they also care deeply about quality and convenience. When leaders assume money is the only motivator, they miss opportunities to build stronger teams and deeper customer relationships.
2. The Best Dressed Is the Most Successful
A polished image can be appealing. Trendy offices, slick marketing materials, and a presence at industry events can all look impressive.
However, focusing too much on appearances often distracts from what truly matters: building efficient structures, strong cultures, and platforms that encourage the sharing of knowledge.
The reality is simple: the best-dressed is just the best-dressed. Success comes from identifying opportunities, continually innovating, creating real value, executing effectively, and building long-term competitive advantages.
3. Do Not Enter a Market With Competition
This belief is similar to a skier who insists on finding untouched slopes to avoid others. Ironically, those skiers are often the first to encounter danger.
Entering completely untested markets can be expensive and risky. You may spend significant time and resources educating customers, only to find the idea was flawed.
Competition, on the other hand, validates a market. The goal should not be to avoid competition but to outperform it.
4. We Should Do What Our Competitors Are Doing
This misconception is especially appealing when competitors are larger or more established. Many assume their success must be replicated to achieve similar results.
The truth is that established competitors often have more resources—and more opportunities to waste them inefficiently.
Forget the competition.
The real focus should be on understanding your core strengths and leveraging them strategically. When you study competitors, do so to find opportunities to differentiate, not imitate.
If you want to lead an industry, challenge assumptions, think creatively, and, as Steve Jobs said, think differently.
These common beliefs are merely shortcuts. While shortcuts are tempting, success belongs to those willing to do the hard work.
Anyone can copy competitors, but the true standouts put in the effort to develop innovative strategies of their own.
Thomas Edison once said that most people miss opportunities because they are dressed in overalls and look like work. Staying safely within boundaries leads to mediocrity—and mediocrity in business is a recipe for failure.