Convention is based on or following what is generally done or believed. Convention relates to what is generally accepted or traditional ways of doing something. ¹ As the German-born theoretical physicist Albert Einstein famously quipped, ‘Insanity is doing the same thing over and over again and expecting different results. ‘ To get exceptional results, one must do the exceptional by going the extra mile and avoiding the conventional. Conventional means to do what everyone is doing. You will get the same result if you do what everyone is doing. To get unconventional results requires doing unconventional things, disrespecting the status quo and becoming somewhat unreasonable and obsessed.