Talking about flies in the face of "Conventional Wisdom"......

So much of what we’re talking about flies in the face of “Conventional Wisdom.” But if you follow “normal” thinking, you’ll make pretty common decisions that will result in a mediocre life. How can I say this? Let’s use my area of business expertise as an example. Most businesses, some say as many as 97 out of 100, fail in the first 3 years.

Most of their owners are probably making pretty normal decisions, but their decisions are all based on conventional wisdom. And the numbers prove that this is a fatal mistake. ("Page 145")