[martinkl]

The article is essentially arguing that entrepreneurs should be contrarian: not set up shop in the same place as everyone else, not try to hire the same people as everyone else, not have the same office setup as everyone else, etc.

Of course, to win, it's not sufficient to be contrarian — you have to be both contrarian and right. Whether or not these choices are right for you is probably highly dependent on what you're doing. But the idea of being contrarian, and not always following the received wisdom, is sound.