To turn a startup into a thriving business, it's important not to bow to other people's ideas of what makes a company work, says Chipotle founder Steve Ells. Having a fresh perspective can lead you to come up with bright ideas that will differentiate you from your rivals and inspire real loyalty among your customers and employees. "When I started Chipotle, I didn't know the fast-food rules," Ells recalls. "People told us the food was too expensive and the menu was too limited. Neither turned out to be true."