What does it mean to go against the crowd?

Going against the crowd is obviously your own way of taking action/just doing something. For example, just standing their in the middle of a shop with a sign, instead your standing there shouting to promote your product. (in some cases going against the crowd can benefit) It is good to be an individual and not like everyone else in the world. People look for creativity and individuality through work places, friendship and in general life.