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81. Whether a conformist can achieve lasting success or get rich in business depends primarily on the type of business involved. Iconoclasts rise to the top in newer industries and in those where consumer demand is in constant flux. Conformists ultimately prevail, however, in traditional service industries ensconced in systems and regulations. In consumer-driven industries, innovation, product differentiation, and creativity are crucial to lasting success, in the retail and media sectors, for example, unconventional products and advertising are necessary to catch the attention of consumers and to keep up with the vagaries of consumer tastes. Those who take an iconoclastic approach tend to recognize emerging trends and to rise above their peers. For example, Ted Turners departure from the traditional format of the other television networks, and the responsiveness of Amazon.com to burgeoning Internet commerce, propelled these two giants to leadership positions in their industries. And in technology, where there are no conventional practices or ways of thinking to begin with, companies that fail to break away from last years paradigm are soon left behind by the competition. | 
