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.

Logan Christopher

I started Lost Empire Herbs with my two brothers. In the beginning we were doing it just to fund our own supply of high quality herbs. There wasn’t much intention beyond that in those early days. So, first and foremost, we were our own customers. We certainly didn’t know anything about the supplement industry. And in some ways that was a blessing. As we grew we were focused on what we, as consumers, would like to see. When we found out about some of the shadier parts of the industry, what was often the norm, we decided to do things a bit differently. I feel like the supplement industry could use a whole lot more transparency. So when we begin to do independent third party lab testing on all of our herbs, we posted the results online for customers to see for themselves. We also go beyond just the legally required tests of identity verification, microbiology and heavy metals. We’ve been testing things for glyphosate, for GMOs, for pesticides, and more. Testing is expensive so it’s an ongoing work, but this helps us stand out from the crowd who typically rely on supplier COA’s (certificates of analysis) and nothing more.  Read more>>

Amy Williams

First, I’d like to say that the industry standard is shifting right now, in a good way! Occupational therapy and feeding therapy have been around for a long time, but initially services were aimed to “fix” a deficit or a skill set. This “fix it,” or medical model, is still how some larger companies run their therapy services because it’s what insurance is used to; however, I truly believe therapy is better when it is child-led and neurodiversity affirming. This means that my sessions are not aimed to “fix” the child, but rather our goals are to develop confidence, gain new skills, and create positive connections with others and with food. After creating my own practice, I’ve been able to really dive into the underlying nervous system dysregulation, oral motor skill needs, and sensory processing differences in order to address the root causes for restrictive eating. The main way my practice differs from industry standard is that my sessions are rarely done at a table. My sessions are done in the living room, in the backyard, at a park, at the beach, or at a restaurant – just to name a few. I believe that confidence and skill acquisition, for a child, needs to be tied into when children learn best, which is through play. For younger children, this may look like painting in yogurt outside or using a spray bottle to wash off toys covered in messy foods. For older children, this means really learning what is motivating for them – is it cooking their own meals so they can feel confident there are no hidden ingredients, tapping into their competitive side and creating competition by racing new foods, or navigating ordering meals which meet their sensory needs while out with friends? Read more>>

Lauren Manolescu

I do things a bit differently at The Tie-Dyed Doula. The DFW metro has a pretty saturated doula market and so when we moved to the area, I knew I was going to have to set myself apart from all the other birth and postpartum doulas if I wanted a thriving business with staying-power. All business owners want that. Traditionally, birth doulas meet with families once or twice during pregnancy, attend the birth, and then follow-up one time postpartum. In my experience as a doula and as a mother of five, I know that isn’t enough support for most families. One way I set my business apart was by structuring doula support to be more about really building relationships and going all-in on family support before and after birth. The majority of my families have met with me six or seven times leading up to birth and then they see me an additional three or four times postpartum. In order for that schedule to work out, I cut the number of births that I attend each month. The average birth doula is taking 4-8 births per month. I only take 1-2, allowing me to really focus my attention on my clients. Every family is getting individualized care and they all know that I would drop everything to come and help at anytime. I grow to love every family and there is no greater compliment than hearing from them months or years after their births.  Read more>>

Melyssa Munday

I mentor motivated moms who want to become Virtual Assistants. Virtual Assisting is really an umbrella term for someone who assists another business or individual with an aspect of their business. I like to explain that VAs address and take care of another business’s bottleneck. The “norm” in the coaching/mentoring space seems to be either large group coaching with a one size fits all approach, or 1:1 coaching that is very high priced and typically consists of a one hour video call that happens week after week, without no repercussions for lack of action. Because I am a busy mom and I cater to other busy moms, I know that just doesn’t work. I created a 1:1 method called Milestone Movement Mentoring. My program includes 1:1 unlimited calls with me (currently within a 3 month or 6 week container). Each video call is only 15 minutes long, and the “catch” is that the next call cannot occur until you have completed whatever I have assigned. I also provide voice support via Telegram between calls. Each mom’s family situation and business is unique. This program allows me to provide customized support and simple assignments that help lay the foundation to launch and grow their business on their own terms. I also have a lead magnet that is a pdf and private podcast, to allow on the go consumption.  Read more>>

Ingrid Dietrich

My name is Ingrid Dietrich. I am a Wix Expert, UX/Visual Designer and photographer based in Los Angeles, California and I am the owner of Ape and Droid Studios. Ape and Droid Studios is a boutique design studio specializing in personalized, one-on-one customer service for small to medium-sized businesses and non-profit organizations. Since 2010, we’ve built a reputation for creating unique, user-centered designs that bring brands to life, from logo creation to marketing materials and final web design. As a user experience and visual designer, I prioritize understanding each client’s unique needs, offering a comprehensive service that ensures every aspect—from brand colors to website design—is seamless and impactful. Leveraging the user-friendly Wix platform, I provide clients with the knowledge and confidence to manage and update their websites with ease. Since 2018, I have been a Wix Marketplace Partner at the Legend Level. Read more>>

Dan Palumbo

Whenever I witness a random act of kindness while I’m out & about, I present whoever acted on a whim with what I’ve dubbed a “Free Fifteen.” I hand that person a business card of mine and tell them it’s redeemable for one free, fifteen-minute photography session. The look on their faces is always worth it; everyone is always incredibly appreciative whenever I tell them what they’ve earned for going above and beyond. I try to limit myself to only handing out up to four of these per month, but thankfully I’ve been witnessing so much good in my community as of late that it’s becoming difficult not to pass out a few extras here and there. Read more>>

Willow Weber

I think a big misconception in branding is that it’s merely a visual thing— the cover of the book people (admittedly or not) judge first. When in actuality, if done correctly, branding should reflect more than the visual surface— the deep values & missions of businesses and tell a story for consumers. However, large corporate branding agencies who have millions of clients at a time can lose sight of the storytelling part quickly. Picture this: you’re a business owner. You go to a large corporate branding firm because they’ve done some art you think looks super cool. You likely will speak with one person from the company throughout the journey of your brand design being done — your Account Manager, who likely has a background in sales. While your Account Manager might be a wonderful, active listener, their ultimate job is to convey your brand messaging (visions, missions, values, stories) to the art team (graphic designers, photographers, videographers, etc); in the most concise, to-the-point way possible. Reason being: their large company trying to save time and make money quicker. This process, while efficient, can lead to missing some key brand messaging points due to the game of telephone.  Read more>>

Julia Kershetsky

My approach to teaching puts the student in the driver’s seat. After many years (and performing arts degrees) of teachers telling me to do x, but not actually having x be tangible I became disheartened and frustrated. My approach to teaching is focused on the individual in front of me — we create a language together based on THEIR feelings and observations. This way they are continuing to process the way they know how and I am there assisting. As a teacher, I can’t be with my students every step of the way, so I teach them to be their own vocal advocates. Read more>>

Triadic Design Studio

Our firm distinguishes itself by providing exceptional transparency in the interior design process. We’ve developed comprehensive reference materials and detailed timelines that guide clients through every step of their design journey. By being upfront about our processes and setting clear expectations from the start, we empower our clients with knowledge and confidence. This transparent approach has proven invaluable in building trust and ensuring smoother project execution, as clients always know exactly where they stand in the process and what comes next. For example, we once worked with a client on a large-scale home renovation that initially felt overwhelming to them. Because we provided a clear roadmap—complete with timelines and milestones—the client not only understood each phase of the project but also felt confident in their decision-making because they were well-educated. At one point, they remarked that the experience felt like a true collaboration, which helped eliminate the stress that often accompanies complex projects. This partnership resulted in a cohesive and beautifully designed space, and most importantly, a smooth and enjoyable process. Read more>>

Bruce Williams

Since switching from live music photography in 2018, fine art street photography and candid portraits have been my main subject themes. Another part of my artistic process is developing and scanning my own 35mm film at home. My film camera and scanner were thrifted and that’s what I started using for street photography and portraits, until my artworks and exhibitions gained more recognition. Making due with what I had enabled me to control more of my artistic process, allowed for more creative freedom, and allowed me to focus on developing a recognizable art style. Before film became more trendy as it is now, it was cheaper for me to practice and gain experience working with film cameras, film, as well as developing and scanning film. Submitting my artworks to group shows allowed me to show audiences the speed and craftsmanship of my film developing and scanning process, as well as the quality and resonance of the film photographs. Creating solo exhibits and/or pitching an idea for a solo exhibition became easier and leaned in to my approach of my artwork and processes being more intimate and intuitive. Read more>>

Cara Linn

We only use organic cane sugar and unbleached flour in our bakery products. Most bakeries use refined sugar and flour, which are stripped of all of their natural vitamins and minerals. This leads to sugar crashes and feeling terrible! We LOVE sweets and will never stop indulging in them, but ours’ are better-for-you. Our customers taste and feel the difference! Read more>>

Gray Pham

The tattoo industry has seen significant changes, driven by shifts in culture, technology, and societal attitudes. However, many traditional apprenticeship models still exhibit toxic elements, such as hierarchical power dynamics, blurred professional boundaries, and mental health struggles. Having connected with numerous artists, I’ve heard countless stories of toxic work environments, where apprentices often lack support from their mentors. Fortunately, I experienced a nurturing environment during my first year as an apprentice. This positive experience shaped my approach and aspirations for mentorship. If I become a mentor in the future, my goal is to cultivate a workspace that emphasizes: Read more>>

Eline Van Den Storme

Something I do differently from the industry standard is focusing on realism through minimalism. In special effects makeup, the trend often leans toward creating dramatic, highly detailed looks that immediately grab attention. While I enjoy complex creations, I prefer a more nuanced approach, where subtle imperfections or understated details make the effects more believable. Whether it’s creating a character’s aging or an injury, I focus on the fine line between makeup and reality, ensuring that the effects blend seamlessly with the narrative rather than drawing attention to themselves. Read more>>

Amanda Cohen

What I do differently from the industry standard is be a woman and be older. The vast majority of comedians working today are straight white men. They deny this…they say they can’t get booked anymore because clubs are only looking for women or POC, but the reality is that they still dominate every show that isn’t some variation of “[women or minority] Night” in the title. Look at almost chain comedy club’s lineup for the year and you’ll see mostly straight white men. Some clubs do better than others at booking a little diversity, but away from the coasts it’s still a challenge. So I lean into my differences. I do comedy about being older and being a woman. The average audience is half women, but the average club lineup is about 10% women (we make up about 15-18% of the standup industry). GenX is having a bit of a resurgence so I lean into that too. But even among older women I have my differences. I’m single, never married, no kids, and I love it that way. I talk about my individuality, my beliefs, and my experiences as a non-traditional woman in a world that increasingly loves “tradwives” and other abominations. Read more>>

Caleb Opp

I truly care! I have been in the wedding photography industry for 13 years! Sustained through a business change, COVID-19, and more. I’ve been lucky enough to live my dream job for over a decade now, capturing more than 300 weddings in four different countries. With this experience, I’ve developed a unique perspective on how to document your big day, focusing on the emotions, the details, and the connections made throughout the event. So, when you hire a professional photographer, you’re not just getting someone who can take beautiful pictures. You’re hiring a seasoned professional who can guide you through the process, make you feel confident and at ease, and capture the essence of your wedding day in a way that’s authentic and uniquely you. Read more>>

Alexis Boyett

One of the biggest ways my brand diverges from the industry standard is by embracing the idea that there’s no one-size-fits-all approach to business. In a world where many business coaching programs are built on rigid formulas and “proven systems,” I focus on helping entrepreneurs discover their unique Entrepreneur Archetype—because I believe the key to building a successful business lies in understanding and leveraging what makes you different. Most business advice asks entrepreneurs to follow step-by-step strategies that worked for someone else. I’ve been down that road—investing in expensive courses, reading countless books, and trying to fit into systems that never really aligned with my personality. That’s when I realized that the problem wasn’t me—it was that these methods weren’t built for my entrepreneurial type. Read more>>

Yeshna Dindoyal

One of the things that sets me apart is my unique work style as a solo practitioner. I often find myself juggling the modern hustle of working from home—sometimes in my comfy pajamas, sometimes dressed in my lawyer attire—while navigating the exciting whirlwind of court appearances and client meetings. It’s a fun, sometimes hectic blend of casual and professional that keeps my days fresh and lively! What truly distinguishes my practice, though, is my dual focus on traditional law and climate change. While I handle the usual legal matters, I’m also deeply involved in researching climate change and its impacts. This allows me to provide a perspective that many traditional lawyers might overlook. I help clients understand how environmental factors could affect their legal rights or business operations—knowledge that is increasingly crucial in today’s world. Read more>>

Rachel Jelks

We serve adults with special needs through day habilitation/ISS and community living homes. Unfortunately, the special needs sector is growing by leaps and bounds. The stats are staggering with no end in sight. The Center for Disease Control (CDC) estimates that 1 in 36 children in the United States have Autism Spectrum Disorder (ASD) which is more than four times the rate back in 2000. At least 1 in 59 children has one or several learning disabilities. 20% of children in the U.S. have learning and thinking differences such as ADHD and 4 million children younger than 18 have learning disabilities. Add to these stats, the 78 million aging baby boomers are now looking for placement of their adult children with special needs. There hardly seems to be enough programs to impact the growing numbers. Read more>>

Annie Skamangas-scaros

Many states have adopted self-paced teacher training models that don’t allow students to interface with instructors. While this might be the most efficient way to get trainees to complete modules, is does not produce the maximum learning outcome. ECETA began offering highly engaging live training sessions for teachers in training that allowed for real time questions and answers and highly interactive sessions with a live instructor. All of our instructors are trained in this online delivery approach and the feedback that we consistently receive is that our trainings are the closest experience to a face to face training as you can get. For the Baklava Goddess business, the food industry fills our food with unhealthy ingredients. Our product is mostly organic and used whole ingredients that you can pronounce! Read more>>