If you do what everyone else does then you can never break away from the pack.
If you behave in an average way, you will be average.
Everyone working sixty hour weeks? You need to work seventy hour weeks.
Everyone gets to work at 8am? You need to be at work 7am.
Everyone targeting customers in metros? You need to target customers in rural areas.
If you want to win, you need to diverge from the crowd.