Founder Jesse Cole's creative engine is a simple rule: identify the standard way of doing things and then do the opposite. This ensures every idea is inherently remarkable and share-worthy, as people don't get excited about normalcy. It’s a core principle for breaking out of industry conventions.

A16z's decision to add Hollywood agent Michael Ovitz to their board was controversial but genius. It directly led to modeling the firm after Creative Artists Agency (CAA), a novel approach in venture capital. This shows the power of seeking board-level expertise from outside your industry to challenge core assumptions and unlock game-changing strategies.

In a crowded digital space, products and marketing with a unique, even polarizing, visual style are more likely to capture attention and be memorable than those following standard design trends. Daring to be different visually can be a powerful competitive advantage.

In a saturated social feed, generic ads fail. Small businesses can win by being creative, funny, or controversial. Their advantage over large corporations is speed and agility, as they can post bold ideas without the layers of legal and board approval that stifle creativity.

A successful startup often resembles a cult, requiring a leader who communicates their vision with unwavering, first-person conviction. Hiding the founder behind polished PR spokespeople is a mistake; it neuters the contagious belief required to recruit talent and build a movement against impossible odds.

Receiving negative or controversial feedback on social media indicates your work is opinionated and differentiated enough to provoke a reaction. Rather than a failure, this is a sign of market impact and having a distinct point of view.

To identify non-consensus ideas, analyze the founder's motivation. A founder with a deep, personal reason for starting their company is more likely on a unique path. Conversely, founders who "whiteboarded" their way to an idea are often chasing mimetic, competitive trends.

To break through a commoditized market where all banks looked the same, Nubank asked, "what is the most anti-bank color we can come up with?" The choice of purple was designed to evoke passionate responses and signal a complete departure from the traditional banking industry.

A specific VC playbook: post a screenshot of text with a punchy, controversial headline. The headline drives viral distribution and outrage, while the nuanced text attracts knowledgeable individuals who then send better ideas and relevant startups, effectively turning social media into an inbound deal-flow engine.