Deviating from industry norms is one of the most common characteristics we’ve seen among highly successful brands and professionals and so we’ve asked some brilliant folks to give us real life examples of how they do things differently from the industry standard.

Wonkyung Lee

As with many things in a world perpetually seeking bigger and better things, the square footage of our homes is expanding even as families are getting smaller and nearly a third of our households are occupied by people living alone. As a perfect home is measured by Instagramable granite countertops, hardwood floors, and marble bathrooms, all contributing to inflating housing costs, we’ve forgotten the basic premise of a dwelling. A house is a home. It’s where we rest our bodies and souls from a hard day at work. It’s where we find refuge from the cold. Read more>>

Cristina Keller

My vision was very different from many others when I first started. I had been working for spas for the first seven years of my career and learned so much, as well as gained experience in this industry. I also learned what I DIDN’T want to do if I ever owned my own spa. Read more>>

Sierrah Hardy

As a young person in the business field for over two years I really pride myself on bringing a fresh perspective to the industry. A lot of times, real estate can be seen as a bit traditional or old-fashioned, but I’m all about shaking things up. I like to use social media as my leverage. Instagram, TikTok, you name it—I’m there. I find it super effective for connecting with younger buyers and sellers. Read more>>

Brandon Geisler

I believe there is an antiquated view of the film industry when it comes to Narrative filmmaking. A lot of people out of college are not prepared and want to move from North Carolina to other places like Atlanta, New York, and (of course) LA; however, those moves to a different places do not always prove fruitful. I find with my journey that investing in yourself by working with local film crews results a network that can create opportunity. Read more>>

Roshni Wijayasinha

Startups and small businesses often face budget constraints, being unable to afford or not requiring a full-time head of marketing. They need to scale rapidly but must do so with junior marketers such as interns or marketing coordinators, as this is usually what their budgets can afford. Read more>>

Eva Couto

In today’s ever-growing online world, where not only do we spend more & more time mindlessly scrolling social media, but there are also more & more people using social media for business, it’s key to stand out as a brand. Read more>>

Matthew Oliver

Exclusivity, flexibility, and consistency are at the foundation of what makes my private chef company different from a traditional brick and mortar restaurant as we know it. However, this business model could not work everywhere – it is highly contingent on the tourist market and a revolving door of new & returning families from all over the world. Read more>>

LaRhonda Carson

Since Elle’s began with me, in the kitchen, putting together salves and balms and oils for my family, my business has a very personal feel. I still put that same care into every product I make. Read more>>

Giulio Zavolta

In the world we live in we can quickly forget that at some point or other we still need to deal with a human condition. Whether designing buildings or farming olives there is an opportunity to take the stewardship that comes with both seriously and actually bring some value to both the built and natural environment. With every opportunity one needs to put their best foot forward, holistically look at the opportunity and work out how best to affect positive change, the kind of change that ameliorates the human condition. Read more>>

Erica Valenzuela

I like to think of Emotion as an intersection of three very saturated industries – mental health, fitness and rage rooms. The experience at emotion is a unique blend of processes that support all three areas of my clients’ lives. They will journal on bottles, break them – and others – against a wall, work out the adrenaline created during the smash session, and then intentionally relax in the chill room. People come into my space for a variety of reasons – to celebrate successes, work through stressors, process grief and everything in between. Read more>>

Lorraine Kingcannon

In the project management landscape, the industry often relies on a one-size-fits-all model, emphasizing traditional methods and the triple constraints of scope, time, and cost. However, in my role as Chief Project Officer, I’ve observed that projects are no longer cookie-cutter and demand a more nuanced approach. Moving beyond theoretical frameworks, we embrace a practical mindset, understanding that theory and practice can sometimes diverge. Read more>>

Jack Spitser

What Epic Drone Tours does differently than most drone and video production companies is our ability to customize our work based on the creativity needed for each project. While it’s the same level of service each time, we’re able to adapt to the task at hand to take our clients’ vision and blow past it, exceeding expectations. We’re specialists in FPV drone flying, which is on the newer side of the drone industry. Read more>>

Michal Naisteter

Using the term super connector is something that really distinguishes myself from the industry as a whole. Even prior to my career as a matchmaker, I always had this natural power for bringing people together, fostering connections in various social settings whether it be for a dinner or to introduce two people that I think could be friends. I see myself as a social node, always seeking win-win situations by connecting people who can mutually benefit from knowing each other. My brand goes beyond the conventional notion of inserting dates; it emphasizes the power of creating meaningful connections. Read more>>

Jake Gerth

My industry, Custom Picture Framing, is ruled by industry standards and controlled by suppliers who sell to all vendors. The only difference from shop to shop are the people who work there (and their design skills) because the materials and methods are virtually the same coast to coast and beyond. Read more>>

Katie Brightside

Once Upon a Cocktail – West Hollywood veers from the industry standard in many ways. It features recipes from an area that is not known for its cocktail scene. While West Hollywood is a destination for restaurants and nightlife, it is not a go-to for fancier libations. We aim to change this by bringing attention to all of the cocktail magic that is happening in venues that are walking distance from one another. Read more>>

Kristofer Sampson

In the realm of record production and engineering, there’s often a tendency to amass an array of expensive equipment and steer artists toward what is perceived as the “correct” way to record. I admit I’ve fallen into these patterns myself. However, a pivotal moment in my perspective came when a respected producer told me, “No one walks down the street whistling U87; they whistle melodies.” This compelled me to reevaluate my mission and approach. Read more>>

Sylvie Di Giusto

In the realm of professional keynote speaking, the industry has long been anchored in a traditional format – a speaker, a stage, and a passive audience. While this model has its merits, I’ve always believed in pushing boundaries and exploring new frontiers in audience engagement. This belief led me to develop something truly unique in the industry: the 3D Immersive Keynote Experience. Read more>>

Andrea Williams

Tubby Todd was built as a solution for our own children’s sensitive skin. For years we struggled with dryness and eczema, and smooth skin always seemed impossibly out of reach. It was frustrating spending money on yet another product that wasn’t helpful, clean, or safe for our little ones. Read more>>

Emily Hanlon

I write murder mysteries, The Martha and Marya Mystery series. The most unique part of my craft – that which sets me apart from others- is that 100% of my profits go to charity. Books aren’t cheap these days, even eBooks, and I myself have hesitated and then not clicked on the Amazon “Buy Now” button for a book I was interested in reading. How better to get someone to finish that click than the knowledge that that a good chunk of the money will go to charity. Read more>>

Holly Sluiter

Fedora Media At our full-service wedding company, we redefine industry standards by offering more than just exceptional photography and videography. We pride ourselves on being a comprehensive partner throughout your wedding journey, providing not only stunning visuals but also invaluable planning support. Our commitment to crafting one-of-a-kind creative photography and video ensures that your moments are captured with a unique and artistic flair. Read more>>

P Brendon Lundberg

When people ask what I do, I tell them I founded a business that is changing the way chronic pain is understood and treated. Typically, that generates a response asking what that means and giving me an opportunity to share more. Read more>>