Rule number 2: Be unreplicable  

The market does not remain same it changes and evolved over the years. If you're  listening to audio cassettes in walkman - A device where you can play audio cassette. People will call you insane or will give you a weird look. Because, people no longer used this kind of device, but back in the days it was normal. That is why? You have to keep changing because remaining the same is going backwards.