Dungeons and Dragons is a very popular RPG and most people I've played with have learned the art of role-playing with it. It favors gameplay around a tight-knit party that tends to stay together working towards the same goals no matter what happens. Usually such party decides the course of action by having a designated leader or through consensus-based decision making where each possibility is discussed until everyone agrees upon a satisfactionary outcome.
There are also RPGs that lack the expectation of a strong party that sticks together no matter what, and where conflict and drama between the PCs is encouraged (Apocalypse World, for example). When playing these games with DnD veterans, they tend to play it like they would play DnD - do things together, as a team, even when this contradicts their characters' interests. It's still fun, but I feel they're missing out.
In games that support the PCs struggling with each other, I would like the players to explore their options accordingly, having the guts to oppose other PCs and embracing the drama when conflicts of interest appear instead of trying to smooth things out around the table as they're used to. How can I encourage players to steer away from the DnD-style consensus-based party and try out this more "selfish" style of play?