Intentionally doing what other people are not doing. Adapted from economics, it is now a popular tactic for ensuring originality in many other creative endeavours (Runco, 1999).
Contrarianism. Dictionary of Creativity: Terms, Concepts, Theories & Findings in Creativity Research / Compiled and edited by
Eugene Gorny. Netslova.ru, 2007. https://creativity.netslova.ru/Contrarianism.html