Thinking outside of the box, thinking different, doing things your way, finding your own vision, etc. A lot of business advice and career advice I hear – and indeed preach – is about not necessarily following everyone else.
This of course is a valid point – most people's successes are individual, and you have to find the proper balance in your career of doing what works, and what works for YOU.
Unfortunately some people take "rebellion against the norm" a wee bit too seriously and manage to rebel themselves into complete and utter failure.