Looking to achieve entrepreneurial success? It’s time to break the rules! Serial entrepreneur Michiel Muller took the stage at Amsterdam Business Forum to share his game-changing insights.

He emphasized the power of courageous leadership and the importance of challenging conventional methods. Here are three key lessons from Michiel Muller that will inspire anyone ready to defy the status quo in business.

Lesson #1. Dare to feel fear and vulnerability

Sticking to the same old methods can limit success. You risk being left behind. Yet, it’s easy to fall into the trap of doing things "the way they’ve always been done." Innovation requires the courage to break away from established norms, and fear is a natural part of that process.

"Fear is a natural reaction to getting closer to the truth," says Michiel. It’s a signal that you’re pushing boundaries and stepping out of your comfort zone, which is essential for innovation.

• Key takeaway: Fear isn’t a sign of failure; it’s a sign that you're moving closer to something significant. Embrace it as a companion on your entrepreneurial journey.
  
  

Lesson #2. Dare to show courageous leadership

Courage in business is more than just a buzzword; it’s a survival mechanism. Michiel cites the U.S. airline industry as a prime example. Thirty years ago, numerous airlines dominated the market. Today, only one remains truly successful: Southwest Airlines. Why? They dared to innovate with their low-cost flight model while others stuck to traditional methods.

Michiel’s own venture, Tango, similarly disrupted the fuel retail industry by eliminating unnecessary elements like staffed shops and utilizing smaller plots of land for unmanned service stations. This bold approach not only reduced costs but also created a business model more in tune with evolving consumer needs.

• Key takeaway: Courageous leadership means being willing to break the rules, innovate, and adapt to an ever-changing market.
   

Lesson #3. Dare to take advantage of luck

While courage and strategic planning are essential, Michiel acknowledges that luck also plays a role in success. He recalls how Tango’s competitors tried to push them out of the market through a price war. Instead of backing down, Michiel and his team filed an antitrust complaint, which not only attracted media attention but also shifted public opinion in their favor.

• Key takeaway: Opportunities often arise in unexpected ways. Being prepared to seize luck when it comes your way is just as crucial as having a solid plan.
  

One final lesson: the entrepreneurial route

Michiel’s final lesson is about following the ‘entrepreneurial route.’ In business, starting at point A might feel familiar and comfortable, but real growth requires taking the risk of moving toward point B. The journey is rarely smooth, and obstacles are inevitable. However, it's only after reaching point B that new opportunities (point C) become visible—opportunities that were impossible to foresee from the starting point.

The message is clear: businesses that aren’t willing to take calculated risks will never uncover their full potential. The key to success is making that first bold move and staying adaptable along the way.