I'm sure there is an exception somewhere, but, generally, nothing innovative, creative, award-winning, or exceptional has ever happened because someone followed the rules, the norms, the standards. 

Of course, we'd all agree, rules have value. They bring order. Some semblance of order is necessary for  innovation, creativity, awards, and the exceptional. Rules matter. 

But, the important thing is the expectations with the rules. Following the rules and expecting to find some kind of vibrancy with life ... spiritually, artistically, sociologically, scientifically... is pretty difficult. 

 If you're following the rules, at least know why. Don't confuse rules with great change. Rules are order and order is important, except when it's not.