Doing things differently often leads to outsized results and so we connected with some of the most inspiring leaders and trailblazers we know and asked them to go into detail about what they do differently relative to others in their industry.

Janeen Ritson

I come from the world of advertising agencies, where everything is urgent, late and weekend hours are the norm, and nothing is ever done until the eleventh hour—because it can always be better (or, more accurately, because no one wants to be the first to say, “this is it” before the deadline forces our hand). I’ve spent sleepless nights working on pitches, crashed on questionable office couches, and stumbled home just long enough to close my eyes before dragging myself back to the office to do it all over again. Read more>>

Kate Gibbs

Traditional business models push constant growth, rigid quarterly planning, and an expectation to always be “on.” But that’s not how people—or sustainable businesses—actually work. Instead, I teach a three-season approach that aligns with natural cycles of expansion, creativity, and rest, allowing entrepreneurs to grow their businesses without burnout. Read more>>

Kelly Russell

I believe the current status quo of many events and specifically benefit or charity auctions is that nonprofits just cast a net to invite people to come and learn about an organization’s mission. The attendees may get something in the silent or live auction and if there is a moment that resonates with them during the appeal or fund-a-need, they may give a little money to the cause. This idea also causes the coordinators to want to reduce budgets because they don’t make enough money at their events. Read more>>

Amy Schons

We are about challenging the status quo in leadership, traditional models aren’t going to sustain the pace moving ahead.
One of the things I love most about working with small to med size business owners and leaders is their ability to challenge the status quo. In my work, I intentionally depart from traditional leadership development approaches in a few key ways: Read more>>

Celeste Johnson

I have always marched to the beat of my own slow-as-molasses drum. When I worked in bigger salons I would watch my coworkers run circles around me and, consequently, make much more money than I did. Even though I was giving it my all, I was never going to make good money in a volume-based system. The traditional model of a set haircut price never made sense to me— especially when one person may have loads of hair, and Seven-Hair Sally only has seven hairs. When I started my own business I switched to an hourly rate, and it has been life-changing. Clients that need more time, attention, or consultation are able to have exactly that, and I get paid for the time spent. Read more>>

Boris Savitskiy

traditional food reviews in newspapers, popular websites, or even Yelp, which often focus heavily on ambiance, service, and lengthy narratives, I take a different approach. My priority isn’t the decor or how friendly the staff is—I want to answer the most important question: What should you order?  Read more>>

Bill Hershey

Ok, I’ll admit it. I’m kinda weird. I started a bookkeeping business to finance my voracious appetite for learning. I love cultivating valuable skills in the realm of human development. What I didn’t realize was that this journey would take me on a path of business development.  Read more>>

Kobi Karp

Yes, there is a myriad of ways we differ from the industry standards that stands out: we view buildings as individuals, much like people. While the internal structure of buildings may be similar, they must be designed aesthetically, environmentally efficiently and properly to function effectively. Read more>>

John Gearty

Absolutely, we do a lot of things differently than the industry standards for music and virtual reality. First and foremost, we’re combining music and VR in a way nobody else is really embracing. We see VR as a spherical canvas on which to paint our animated visual representation of the music. In contrast, most VR music experiences are little more than a stage performance of the artist recorded in 3D. We think of VR quite differently. Read more>>

Allen Jackson

We are in the industry of helping small to large size businesses with their everyday solutions like payments and payroll. We are different from the industry standard when offering multiple business solutions under one roof. We are entirely independent. We are not incentivized or required to provide a specific solution to any business owner or manager. We get to pick what we believe is the best fit for the business. Most other processors push their software to their customers because they make more when used. We do the demos first and pre-vet any company that we work with. We spend much time finding good partnerships for our current and future customers. Read more>>

Brenda Shadday

At Bronze Fox Beauty, we’re all about doing things differently. The spa industry tends to stick to the basics—hands-on treatments, soft music in the background, maybe a candle or two. That’s nice and all, but we wanted to take relaxation to a whole new level. That’s why we’ve woven live sound therapy into our facials, massages, and head spa treatments, creating an experience that goes beyond the industry standard. Read more>>

Idlb Stands For Irana Douer & Luciana Berneri

In our business, we stand out because of our deep connection to the essence of art and craftsmanship, and our unwavering commitment to reclaiming traditional trades and handmade creations.

Our selection focuses on works that are exclusevly created in Argentina, celebrating the richness of our traditions and the diversity of artisanal techniques. Unlike other businesses, we don’t just design objects; we promote a movement aimed at preserving and revitalizing artisanal crafts, directly supporting local artists and craftsmen/women. Read more>>

Lana Braden

The photography industry has evolved dramatically over the years, especially with the advent of digital cameras. In the ’90s, photographers spent decades mastering the intricacies of light metering and often attended university to perfect specific lighting styles, such as Butterfly and Rembrandt. However, with the rise of cell phone cameras and digital technology, it has never been easier for individuals without professional training to call themselves “professional photographers.” This has oversaturated the market, making it challenging for clients to discern who they can trust with their investment. Read more>>

Jessica Keung

One of the biggest ways BRIM SOCIAL differs from the industry standard is our approach to social media management—blending strategy, content creation, and flexibility to create a truly custom experience for each client. Many agencies rely on templated strategies and generic content, expecting businesses to fit into a one-size-fits-all model. Read more>>

Lisa Pluckebaum

Atlanta has over 7,000 Purdue alumni living in the greater alumni area. The ages range from recent graduates to alumni living in nursing homes. Along with the challenge of living in a large city and dealing with traffic, we face the generations differences. The older generation (baby boomers) likes mail and maybe can’t use email. The younger generation (Gen Z) doesn’t really drink and doesn’t have a Facebook. The millennials like a location to be walkable and use platforms like Discord and instagram. The Gen X are very busy with their kids and need help with using other apps. Their sole app that they are comfortable with is Facebook. Read more>>

Khalil El-amin

The standard approach to understanding trends and consumer conversations has been limited in two ways:
1. Syndicated Survey Data – While offering structured insights, these datasets are expensive and often outdated, refreshing only quarterly or annually. This delay makes it difficult for brands to respond to cultural shifts in real-time. Read more>>

Roger Owens

Star Spangled Tea was born out of a desire to bring new life to the American tea industry, which we found to be stagnant and uninspiring. Our mission was clear: revolutionize the culture of tea in America. My wife, Aimee, and I wanted to support a patriotic, veteran-owned tea company that was bold, exciting, and embodied the adventurous spirit of America. Read more>>

Jules Basset

Yes, at Baj’entreprends, we prioritize a personalized, hands-on approach to each client’s needs. Unlike standard consulting practices that often apply generic frameworks, we co-create solutions with our clients based on their unique context. Our focus is on actionable insights, iterative testing, and close collaboration throughout the process. We do not limit our services to specific industries or regions; we are ready to extend our activities worldwide to address specific needs. For example, we recently supported a client seeking to expand into Saudi Arabia, where we had no prior activities. This project required us to develop a local network and establish an on-the-ground presence to identify the best options for our client. Read more>>

Brittany Pearce

Yes, standards coaching is all about mindset shifts and productivity: affirmations, schedules, to-dos or goal setting. And although those strategies work, they tend to fall off once the coach is gone. My hope is to coach so well I put myself out of a client. As a transformational coach with a trauma-informed lens, I do a few things differently. First, I believe all people have everything they need already inside of them. I simply mirror their thoughts and hold space for emotions which allows them to access their internal resources. Because of this, I often don’t give strategies. The transformation and all ideas that relate must be the clients or change doesn’t occur. Read more>>

S.g. Tasz

When I first decided to publish my work independently, I wanted to do something that the traditional publishing industry would never do. That’s why my first project was a series of novellas (about 100 pages each) set in a haunted mall, with a story based on an Army of Darkness fan fiction I’d written years earlier. While I didn’t see massive success with it, it does have a bit of a small cult following made up of readers who love it dearly. Over the years, I’ve found that kind of model to be my comfort zone. I don’t do well with the idea of massive success or huge exposure. I’d much rather have a small but dedicated following of fans. I’m also someone who likes to experiment and try different things, which can be challenging in an industry that wants to pigeonhole authors into one genre or another. Read more>>

Kyle Wofford

Yes, I believe we need to completely reframe the way we think about why people aren’t cooking more.

Everyone knows, as Michael Pollan said, “Cooking (from scratch) is the single most important thing we could do as a family to improve our health and general well-being.”

We’re inundated with gorgeous cooking videos, millions of recipes, and enough nutritional advice to make our heads spin. Read more>>

Silvy Khoucasian

Many approaches to relationship coaching emphasize self-development—understanding one’s needs, boundaries, and personal growth.

While this is valuable, my work goes beyond the individual lens to focus on the relational skills that help people truly connect.

Self-awareness is important, but without the ability to communicate, attune, and navigate conflict effectively, personal growth can become isolating rather than empowering. Read more>>

Marie Russel

Yoga in the West has become deeply focused on the physical aspects of our experience. My yoga teacher and late husband used to joke, *”Mirror, mirror on the wall, who’s the best yogi of us all?”*

His point was that we’ve become obsessed with our outward appearance—the shape of our biceps, the flatness of our bellies, the brands we wear, and the yoga gear we buy (most often more expensive than the classes/coaching we invest in)! We measure our practice by how well we bend and balance, as if that makes us better or worse than others. Read more>>

Daniel Miranda

Atlanta’s vibrant arts scene includes a dedicated ballet community, but truly exceptional ballerina photographers are a rare find. Daniel M Photography is tapping into this underserved niche focus our team on the ballerina family, offering prints, Studio and a facet of themes for our ballerinas. This focus allows us to capture the grace and athleticism of dancers in a way that resonates deeply with both performers and their families, filling a significant gap in the market. Read more>>

Michelle Loufman

I integrate brand storytelling as a keystone to marketing communications. Most creative ideas stem from boredom. I’d been in a marketing career for about a decade, and despite liking it, I wouldn’t say I was excited about the prospect of making it a lifelong career. Read more>>

Stacey Van Roosendaal

Every business class I’ve ever taken says you can either have the best price or the best product. I said “Forget that! I’m doing both!

I have created systems and processes that take care of the loan, so I can focus on taking care of my client! I prefer to talk about their dogs and cats, not LTV and DTI. Read more>>

Jasmine Fluker

One thing I love about my brand, Pivotal Paradigm Project, is how we completely shift the standard approach to equity consulting. A lot of DEI firms stick to compliance, trainings, or policy work, but I weave narrative building, brand strategy, and cultural influence into the mix. Because at the end of the day, how we tell our stories dictates who gets included, uplifted, or erased. Read more>>

Priyanka Garcia

In my industry my focus is not making the sale, it’s about providing a potential client the right material the need to make their business successful. It can be a fun energetic commercial that stands out from their competitors, or weekly reels that highlight their business. Although one may be more profitable, my mindset is understanding my clients ROI goals and expenses to best serve them with content. It is not about creating epics ads the clients wants or we can do, but setting up the people we are working with tools to maximize their budget. Read more>>

Simon Polito

Yes, we do non-distressed LIVE Auctions – changing the way real estate is done currently in California and soon to be in more states. Read more>>

Carson Smucker

One of the key differentiators for Upside Films is our unwavering focus on a single niche: sports. Unlike many production companies that span multiple industries, we dedicate ourselves entirely to sports content—whether it’s a hype video, documentary, original series, interview, brand piece, or something totally experimental, every project we take on is rooted in the world of sports. This singular focus has allowed us to refine our craft at a level that sets us apart. Read more>>

Melani Dziire

At Desired Outcomes, we help leaders sharpen their executive presence, make better decisions, and build stronger teams. But what truly sets us apart is how we help leaders, teams, and organizations navigate major transitions through Transition Intelligence (TQ) Coaching. Read more>>

Ayesha Santos

Absolutely. One of the biggest ways I diverge from the industry standard as a brand and website designer is by prioritizing creative intuition as much as strategy—and actually building that into my process in a way that gets results. Most design agencies and branding studios lean heavily into either: A rigid, templated strategy where everything follows a formula, leaving little room for personality, OR A purely aesthetic-first approach that looks stunning but lacks the substance to drive sales and growth. Read more>>