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.

Necati Atahan

Absolutely! ICE POPS is flipping the script on the traditional ice cream truck experience. We don’t roll up in a faded, jingle-playing van with pre-wrapped novelties—we show up in the most advanced truck on the streets today: fully electric, futuristic, and packed with handcrafted artisan popsicles that are anything but ordinary. No scoops. No soft serve. Read more>>

Aja Ottero

Absolutely. One of the biggest ways we diverge from the traditional salon model is by putting people first—always. At MAE Salon + Wellness, we care about our stylists, our clients, and the bigger picture of human wellness, not just hair. Most commission-based salons have historically focused on numbers and productivity above all else, which can burn out stylists and leave clients feeling transactional. Read more>>

Melody Herr

I don’t wait for gatekeepers anymore. I’d love for a studio to hire me or option one of my projects, but I also think it’s important to actively pursue your dreams instead of waiting for someone else to give you permission. When I was younger, I let arbitrary things define me. Read more>>

Madeline Almond

There is a real need in the beauty industry for focused, intentional scalp care. Traditional salons often prioritize styling, coloring, and hair aesthetics, while scalp health is frequently overlooked. At Vitality Head Spa LLC, we’ve created a space where scalp health is not only prioritized but elevated. Our treatments serve a deeper purpose—supporting clients’ scalp health through a restorative experience that blends wellness and education. Read more>>

Amanda Badeau

At The Archive, we’ve built our space around the idea that a bookstore can be more than a place to shop—it can be a place to gather, linger, and connect. Unlike the industry standard of either a purely retail bookstore or a coffee shop/wine bar on its own, we’ve merged all three. Read more>>

Chelsea Mooney

I started my Product Development Firm, Building Better, as a way to do business differently in the fashion industry. It can be incredibly challenging and expensive to start an apparel brand, and I don’t think hiring good, experienced talent should be a roadblock. Read more>>

Aimee Flynn

Both ‘A Storied Way’ and ‘The Parlour at Manns Chapel’ are small businesses rooted in the power of curated experience—where every detail is intentional, every decision made with purpose, all to create lasting emotional resonance. In today’s culture, so much of what we do is driven by spectacle rather than connection. The post often matters more than the moment itself. Read more>>

Renee Prophet

We’re pioneers in Plant-based hair color! We’re the first Loc & Natural Hair Salon to offer a full range of Bleach-free, Plant-based hair colors. Read more>>

Gabriella Cramer

I created GC MARITIME Consulting & Training to help close the safety culture gaps I have seen over the last decade in the yachting industry. Differing from a management company or an independent surveyor, my goal is to target AND overcome the safety culture gaps the Clients notice within their safety systems or onboard culture. For me, the Clients can be crew, Read more>>

Lynda Osorio

Absolutely. What truly sets me apart from the traditional image consulting industry is that I don’t limit myself to the fashion or beauty perspective. Many consultants focus only on appearance or etiquette, but my work goes far beyond that. Read more>>