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You can always break the rules, but beware of breaking all the rules. If you are going against the popular advice (or normal business practices), you better have a reason for doing that.

If you understand the popular advice and if they are on back of your mind while you are breaking the rules you should be good.

I think the source of advice is key. It seems to me that there are a lot of 'startup experts' that don't have so much startup success.

This is my principle on advice: If the advice comes from someone that has achieved a lot in the area I am interested in, I take careful heed. If not, not so much. :)

My corollary principle on advice: Never take advice on something from someone that has not achieved a measure of success in that area.

Sometimes this very advice is purposefully skewed to work against you. You are wise to question, contextualize and ignore.

Ask HN: Ignoring startup advice