Outperformance often comes at thinking and doing what most don’t, that eventually most do.
It is often doing the seemingly right, but still non-consensus, that eventually becomes consensus, that results in its appreciation.
"Seemingly right, but still non-consensus, that eventually becomes consensus." I love this idea and it's actually the companies who are doing this as part of their business--selling the not-yet-consensus solutions and innovating at the edge--whose stocks I like to buy. Certainly not all of them work out and sometimes it means being very, very early and having to wait. But when it does work it really pays off.