To build something distinctive in the marketplace, you first have to build something distinctive in the workplace. The author argues that “shocking rules” are a building block of a powerful culture. In other words, if you’re doing things at your company that outsiders can’t quite understand, you may just be doing it right. The article includes a few company examples, including one from Amazon. Jeff Bezos insisted for years, even as Amazon was growing by leaps and bounds, that desks at the company “were built by buying cheap doors from Home Depot and nailing legs to them.” Of course, a company with tens of thousands of employees and billions of dollars in revenue could pay for elegant desks for its programmers and executives. But this shocking rule reminded everyone that “We look for every opportunity to save money so we can deliver the best products for the lowest cost.”