Breaking Rules Like It’s Our Job (Because It Kinda Is)

It’s the "almost-weekend vibe" we all need: breaking the rules. And no, we’re not talking about sneaking an extra carry-on onto a flight (but kudos to you if you can still zip past the gate agent with a straight face). We’re talking about those rules that feel more like invisible walls than guiding principles.

You know the ones: “DMOs should never…” or “Social media MUST…” or our personal favorite, “That’s just how it’s always been done.” Yawn.

The thing is, rules can be useful.

They’re like guardrails—until they’re not. Sometimes, they’re more like those velvet ropes that keep you away from the fun parts of the party. (And let’s be honest: we’re the types to duck under the velvet rope anyway.)

Take some of our industry’s biggest wins—those moments of innovation that made us all stop and say, “Wait, you can do that?” They almost always start with someone breaking a rule. Like skipping traditional ad buys in favor of influencer campaigns, or, I don’t know, creating a bold newsletter with no regard for the usual expectations.” (Sound familiar?)

So, here’s our challenge to you: break a rule today. Just one. Maybe it’s trying something new in your marketing plan. Maybe it’s saying “no” to a pointless meeting (gasp). Or maybe you’ll finally send that bold idea to your team, even if you think they’ll say it’s “too much.”

Because here’s the truth: some of the best ideas come from coloring outside the lines. You might smudge the page, but you’ll probably also discover a whole new picture.

If you ask around, breaking the rules is kind of my signature scent.

Now, go forth and destrupt something today. And if anyone asks why, just say, “Because it’s practically the weekend.”