You Can’t Break the Rules If You Don’t Know Them First

We all want to stand out. Be original. Disrupt the norm. But too many businesses and marketing professionals skip straight to rule-breaking without knowing what the rules are.

This isn’t about conformity—it’s about control, intention, and strategy.

The Photography Class That Changed My Perspective

I took an intro to photography course in college. It was a long time ago, we used manual cameras, shot on film, and developed our photos in a darkroom. It was hands-on, technical, creative, and overall really fun.

When we presented, students would often show photos with light leaks, soft focus, and odd exposures. When our professor would ask about the technical issues, they’d say, “I know, but I kind of like how it turned out.”

Our professor would nod and reply, “Sure. But you have to learn how to do it right first. Once you have the skill, then you can break the rules on purpose.”

That stuck with me.

Mastery first, creativity second.

“Sure. But you have to learn how to do it right first. Once you have the skill, then you can break the rules on purpose.”

Case Study: Dove

Consider the Dove Campaign for Real Beauty. In 2004, Dove broke away from traditional beauty advertising by featuring real women instead of professional models. The campaign challenged societal beauty standards and resonated deeply with audiences, doubling Dove's sales in three years.

But here's the thing: Dove didn't just decide to "break the rules" on a whim. They conducted extensive research, understood their audience, and had a clear strategy. Their rule-breaking was intentional and grounded in a deep understanding of marketing fundamentals.

Learn the Rules First: What That Actually Means

Before you can effectively break the rules, you need to understand them. In strategic marketing, that means:

• Knowing Your Audience: Whether you’re selling something or requesting donations, you have got to understand their needs, desires, and pain points.

• Understanding Content Types and Categories: There are a lot of kinds of content and all of them can be used in a lot of different ways. Recognize the difference between foundational, connection, and campaign content.

• Clarifying Your Offer: What you’re offering and who it’s for should be crystal clear. Here’s a formula: We do X for Y so that you can avoid or do more Z. X is what you’re offering, Y is who it’s for, and Z is how it helps them.

• Building Trust Before Asking for Anything: Your audience has to trust you before they’ll be willing to buy from you, donate to you, or even take free stuff from you. Give them value upon value. Write helpful blogs, post helpful videos, share helpful content… establish credibility and rapport before making a pitch and you’ll get a lot more of the response you want.

Then—and Only Then—Break Them

When you know how the rules work and understand how to play the game, you can start pushing the boundaries and make a splash. It still might not land perfectly, but the chances of success will be markedly higher and you’ll have the tools to analyze what went wrong and try again. Here’s what intentional rule-breaking can look like when it's rooted in strategy:

🎥 Posting a Silent Video—on Purpose

A community food program once posts a quiet, 30-second clip of a volunteer organizing produce boxes. No narration. No music. Just the sound of crinkling paper and the shuffle of movement. In a noisy feed, the silence stood out.

Why it works: The organization spent months telling its story. This video doesn’t explain—it invites people to feel. It isn’t about information. It’s about presence.

📬 Skipping the Call to Action

A social enterprise shares the story of one of their team members—a refugee who used her income to support family abroad. They post it without a button, link, or prompt. Just the story. And it spreads. Comments, shares, and donations follow.

Why it works: They don’t need to push. They’ve already built trust. The story is enough to move people without being told what to do.

🖼️ Posting a “Flawed” Image on Purpose

A mental health nonprofit posts a portrait of someone with their eyes half-closed and the lighting uneven. Technically not a great photo. But the caption is about showing up on the hard days.

Why it worked: The photo matches the message. It feels human. In a brand known for care and vulnerability, the imperfection isn’t a mistake—it’s the point.

✉️ Sending a Plain Text Email

A coach who usually sends polished newsletters once sends a quick plain-text message: “Hey—been thinking about burnout. You feeling it too?” Open and click-through rates nearly doubles.

Why it works: The shift in tone and format make it feel like a personal check-in, not another polished broadcast. That contrast creates curiosity—and connection.

🎙️ Sharing an Unfinished Thought

A designer posts a rough sketch from their notebook and a caption that says, “This doesn’t work yet. But it’s teaching me something.” It isn’t shiny. But it resonates. People comment with support, ideas, even their own unfinished work.

Why it works: They’d already proven their expertise. Sharing the messy part didn’t undermine it—it makes people feel closer to the process.

Each of these “rule breaks” only works because the creators have already done the work of building trust and clarity. These weren’t random stunts. They were earned choices—anchored in strategy, designed to deepen connection.

Know the rules. Build the trust. Then—and only then—break what needs breaking.

Final Takeaway: Mastery Makes Creativity Work

Breaking rules without understanding how they work is like shooting paintballs in the dark and calling it art. You might get lucky and get a lot of views, but if you aren’t thinking strategically, you won’t know what to do with the audience and they’ll quickly lose interest.

But, when you know the rules, every deviation becomes a decision—not a lucky accident. That’s the sweet spot of creative marketing: freedom built on a solid foundation.

Want Help Mapping It Out?

If you’re tired of throwing spaghetti at the wall and hoping it sticks, let’s build a strategy that actually works.

Check out my Content Blocks series or send me a message—I'd love to help you get clear, get consistent, and finally see your content start to click.