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.

David Hoffman

Real estate, and business as a whole says to focus on the next client; the next transaction. We focus on each relationship. The customer experience is important, but the relationship outside of the transaction is when the true relationship is born. We check in, and focus on past clients, friends, and sphere, regardless of the agenda, versus obtaining future clients. When you give more than you take with those who know you, trust you, love you, and respect you, most will reciprocate, and give you a chance to show that you’re the expert in your field, and not too busy for them. Read more>>

Amanda Grant

My journey in the hair industry spans fourteen transformative years. Over this time, I have evolved from the traditional expectations of a hairstylist—cutting, coloring, bridal styling, editorial work, and more—to finding a deeper purpose in my craft. I have always believed that there is more to this profession than simply making people look good; it is about helping them feel uplifted at a soul level. My focus has always been on providing an exceptional experience for my clients. As I refined my services over the years, I honed my passion for hair color and scalp care by creating a service menu focused on these areas. Which allows me to bring my full, genuine energy to these specialties. This focus has given me the freedom to be creative in my business while seamlessly integrating healing into my work. Read more>>

Lee Kim

As an attorney, analyst, and advisor with deep expertise in AI, privacy, and cybersecurity, I offer a forward-looking perspective that combines legal insight with technical expertise to address today’s and tomorrow’s challenges. I hold an AV Preeminent peer review rating, reflecting my commitment to excellence in law. With a unique blend of skills across privacy, cybersecurity, and AI, I help organizations worldwide navigate the increasingly complex intersections of AI, technology, privacy, and law. Speaking and advising globally, I empower leaders to tackle these issues responsibly and to prepare for what lies ahead. Recently, I spoke on an international cybersecurity panel, held in French and English, on AI scams, and presented on critical infrastructure protection, drawing on my experience as an analyst in the U.S. Department of Homeland Security Analytic Exchange Program. I am regularly quoted in the media as an expert, including major outlets like Politico, USA Today, Associated Press, the Chicago Tribune, Huffington Post, National Public Radio, and Canadian Broadcasting Corporation News. Read more>>

Dalila Ramos

I have been in the mortgage/real estate space for 23yrs. In 2019, I decided I wanted to brand myself, set myself apart. I love tacos🌮, and In late 2019 I decided to do “Taco Tuesday” I would eat tacos every Tuesday and talk about mortgage, homeownership, housing, initiatives, etc.. I formed a whole company based on my Taco Tuesday Talks w/Dalila series. Read more>>

Akosua Afriyie-kumi

Through my work at AAKS, we impact the community greatly by providing employment to the local community and ensuring the continuity of weaving as a thriving art that can be passed down from generation to generation. Our artisans are directly paid fair wages and their skills are developed greatly. We also encourage weaving to be valued as a major income earner for many in the cooperative. In the long run we hope that AAKS will go someway in contributing to the revival and sustenance of weaving. Read more>>

Joey Mcfarland

Floral foam has been a staple in the floristry industry for the last 50+ years. It’s a convenient and inexpensive product. You can easily cut it to fit your vessel and it holds and hydrates the stems, at all angles. However, the cost comes later for our environment. Floral foam is a single-use plastic. In addition to filling our landfills, over time it breaks down into harmful microplastics and chemicals, which have been shown to harm aquatic life and animals. I am happy to be a part of the growing movement to eliminate floral foam from our industry. Instead I work to use mechanics that can easily be reused again and again such as floral frogs, chicken wire, and upcycled jars/containers. Read more>>

Lana Bolycheva

Yes! I run film sets that are friendly to people who menstruate. I don’t think anyone has tried this before, so it feels like I’m so it feels like I’m creating something new, which is incredibly exciting! Statistics show that about 50% of women experience some degree of pain or discomfort during menstruation, with around 80% experiencing it at some point in their lives. About 5–10% suffer pain so intense that it disrupts their daily lives. The reality is that women have learned to hide menstrual pain, and hiding it become sort of norm. Society made it taboo to speak up about it. It’s uncomfortable, for instance, to tell a boss or supervisor, “Hey, I’m menstruating and not feeling my best—can I leave early today?”.  This unspoken expectation to hide or ignore period pain is something I disagree with, and I’m committed to changing it. I want to make it normal for people to acknowledge this natural experience and to rest when they need to. Allowing for rest and accommodation will have a positive impact on their overall health. Read more>>

Hannah Roze

Absolutely! Plannerd is designed to empower truly joyful collaboration, something that really sets us apart. Traditional wedding planning tools feel either generic or overly manual and burdensome. This leads many couples and wedding pros to rely on clunky spreadsheets or a compilation of disjointed tools. Plannerd was built from the ground up to do things differently—our toolkit allows users to live and breathe wedding planning in one intuitive space. We offer a versatile platform where both couples and wedding planners can not only organize the big day, but also personalize the experience according to their needs and values. This level of flexibility allows couples and wedding pros to engage in planning that truly feels like and for them. Read more>>

Rachel

The space that I have recently become a part of is a very small segment of the modeling world: petites. And, on an even smaller level, models who are vocal about an eating disorder past and who advocate for a healthy lifestyle and overall awareness of mental health. I am passionate about becoming a driving force for the average female who feels as though she is never represented on the runway. I will often relay difficult moments I have after a particular try-out when I am experiencing body dysmorphia or the inherent frustration of being rejected by agencies for my petite stature. A couple of weeks back, I had a photoshoot where my brain was assaulting me with thoughts of “you look fat, your face is too chubby, your butt is too big, etc.” But I push through it only to find that the images were creative, beautiful, and were showered with praises online. Sometimes thoughts are just thoughts. Read more>>

Stephanie Paterek

For over 15 years, S*x Trash’s dedication to sourcing vintage lingerie has allowed them to create truly unique, one-of-a-kind pieces. By collaborating closely with clients, the brand offers a rare and personalized experience, making each client feel special and involved in the creative process. This approach not only ensures a distinct final product but also fosters a meaningful connection between designer and client, adding a deeper layer of authenticity to each custom piece. Stephanie Paterek is living the dream of every independent designer—moments where she is granted complete trust and creative freedom. Her work with Lady Gaga, Britney Spears, Kesha, Taylor Momsen, and Lzzy Hale are walking examples. Read more>>

Kathy King

At the beginning of 2023, I found out that the rent on my large booth was increasing from $500 a month to over $1200 a month. So in a period of 5 months, I changed my main business from selling primitive pieces in a mall to selling mostly small antique and vintage items on Instagram. My twist on selling on Instagram is to use artistic layouts most of which are flat lays to display the items for sale. Doing this gives me a distinctive and recognizable style and also serves as a creative outlet for my art background. I also try to package the items for shipping with special details and touches to give each customer the feeling of receiving a gift. One of my first customers will do videos of her opening the package and post them on her page. She has said it is like opening a box of chocolates. Just yesterday, another customer messaged me saying that her birthday is today and she felt like she was opening a birthday present. So, I feel like my job is not only finding beautiful old pieces homes but spreading joy and happiness to others. What an amazing job to have! And so many of my customers are now my close friends! Read more>>

Nycole Sinks

I firmly believe that relationships matter. Authors pour their hearts into their stories, and those stories inspire us, educate us, and carry us away to new worlds. Each story is unique. Special. Valuable. And each story deserves the knowledge and experience of an editor who understands and respects the author’s voice and vision for the story. Unfortunately, there are too many situations in which authors have received editing services that didn’t enhance the prose or align with their vision for the story. Edits shouldn’t be viewed as one-size-fits-all, and I don’t believe in taking that approach with clients. Finding the right editor for you and your story is important. Relationships matter. I often see the question, how do I find the right editor?  There are several factors to consider in that decision. First, you want to find an editor who specializes in your genre, and who offers the type of editing services you need. Read more>>

Alicia Ready

My day job is as Director of Training and Development for Elder Construction, Inc.—a role specifically created to help ‘build purpose into people.’ (I actually helped write the job description before I started!) With a technical background in construction management, I focus on individual growth and leadership development at every level, empowering employees to discover their passions and purpose. Every company says ‘our people are our biggest asset,’ but do they genuinely invest in them? In a previous role, while advocating for this type of role, I was asked, ‘What if we invest in them and they leave?’ I replied, ‘But what if we don’t and they stay?’ This moment highlighted a misalignment in priorities, and I soon moved on. The role I now hold is still rare in construction, especially at a company the size of Elder; while large firms may have one of me for 500 employees, I serve 70. Read more>>

Guilherme Possobon

I think my work stands out because I embrace the idea that everyone has a unique perspective. Even if someone tries to imitate another, it’ll always be different and that’s the beauty of it. We each bring our backgrounds and our individual ways of seeing the world, and for me, photography is a beautiful way to reveal that personal viewpoint. I love capturing details that often go unnoticed. Sometimes I’ll spot something and think, “Wow, that’s incredible,” while others around me don’t see it the same way. New York is a perfect canvas for this kind of art. It’s filled with people from everywhere, each with their own way of walking, speaking, or smiling. Every day is a new opportunity to capture something unique and unexpected. Read more>>

Kellsie Moore

I don’t chase trends and I don’t use sensationalizing techniques. If a trend aligns with your brand, then by all means, use it for a promo. But constantly chasing the next shiny toy will make stable, reliable, predictable, and scaleable growth a forever elusive goal. My methods are grounded in sincerity, cultural awareness, personality, OKR’s, and market fit. As an anthropologist, author, artist, and actress, I see how the full picture needs to work together from creatives to copy to presence and product. We approach decisions with a holistic viewpoint, thoughtful discussion, and meaningful actions. Read more>>

Tobias Hogan

I’m in a very old industry historically closed to innovation and access from startups. The distilling industry is as old as civilization itself and still shrouded in mystique. The state has a tight yet diverse regulatory control on the distilling industry making it an exceptionally difficult to navigate as a startup. Sales are regulated differently in every state so expanding sales past your jurisdiction can be costly and difficult to navigate. One thing I have embraced to help address these challenges is modern technology. I chose to purchase an Innovative sill that reduces labor and energy cost helping to free up funds for product development, marketing and packaging. Read more>>

Emily Burnett

At Queer Music Agency, one of our core values is prioritizing authentic queer representation over profit-driven decision-making, setting us apart from typical industry standards. Unlike most agencies, our approach centers on creating an inclusive platform for queer artists, where they are valued for their unique voices and creative integrity rather than strictly their market potential. This is demonstrated in how we represent each artist. Instead of pressuring them to conform to popular trends, we encourage them to remain true to their artistry, even if that means taking unconventional paths. For example, we’ve booked shows for artists in smaller, queer-owned venues that might not have the audience reach of bigger venues, but provide invaluable connections within the LGBTQ+ community.  Read more>>

Michael Vilar

Always! While many DJs focus on blending popular tracks or familiar sounds, I strive to keep my sets raw and unpredictable. I don’t just aim for seamless mixing; I aim to create tension, to surprise the crowd. Sometimes I’ll bring in gritty, industrial elements or breakbeats that others might shy away from because they’re a bit intense or unpolished. I like to keep the energy unfiltered and drive the set in a way that’s not just hard, but also demands that people stay fully engaged and a bit on edge. It’s about pushing the boundaries of what people expect in a techno set. Read more>>

Marcus Blair

One common approach is to offer a one-size-fits-all solution. These firms sell one product, and it will cure everything. It’s easier for the company – marketing is simple and staff training is straightforward. However, this often means that the client’s best interests take a backseat. The vendor is only investigating the client’s problem deeply enough to justify what they’ve already decided to sell them. The client is responsible for knowing whether this particular product is the right fit or not. And, usually, there are three or four of these firms bidding on the same contract, so the client is on an island. While there may be exceptions, we firmly believe this rarely serves the client and contributes to the high failure rate seen in digital transformation projects. Read more>>

Summer Vega

Since the beginning of my creative journey, I have always looked through the lens of story-telling. I’ve been collecting vintage since I was 17 which lead to a love for handmade and Artisan-crafted finds. Both vintage and handmade pieces hold stories within them; stories of the hands that created them, the stories of their origin, the owners before, places they’ve been. I am so intrigued and fascinated by these elements and a part of me falls in love with each piece I find along the way. Read more>>

Kari Joy Kuschel

In the business coaching world for wedding photographers, you’ll find many successful coaches who are passionate about helping others achieve similar success. I admire these coaches who genuinely care about seeing others thrive. But a story I hear all too often is of a new photographer investing in a coach, hoping to succeed, only to end up struggling. They followed the methods and systems but didn’t see the results they’d hoped for. While some coaches say, “If you put in the work, you’ll get results,” I believe that only goes so far—especially when it comes to long-term success. Read more>>

Asmaa Methqal

Absolutely. My approach to leadership is different because it’s not just about tactics or results—it’s about cultivating harmony. I believe authentic leadership comes from embracing inner duality—the balance of feminine and masculine principles. In a world obsessed with performance and productivity, my Fire and Flow Leadership philosophy harmonizes inner purpose with outer action. It blends fire—the drive to execute strategically—and flow—the presence to stay adaptable and grounded. This approach doesn’t just create influential leaders; it empowers them to be fulfilled, resilient, and deeply connected to their vision. Read more>>

Jessica Hilde

When I became a clothing stylist 25 years ago, I never imagined that my business would be this successful. In all honesty, it totally happened by accident. So many friends of mine asked me to go into their closets and wardrobes to put outfits together. Hence, at that time, Jessica Hilde Styling began. From that, I started to work as an in-store merchandiser, became a clothing buyer, and then I opened my very own store called Lyric in Wayzata, which I ran for eight years. I was voted the best store, best boutique, and best buyer in 2008 by multiple magazines and the success was a dream come true. I also have extensive corporate experience working for Nordstrom and I even received a national award working for Saks Fifth Avenue and Chanel Ready to Wear. My love for fashion has continued throughout the years. At The Showroom, I offer something different: it’s a by-appointment only styling experience unlike anything else in the Twin Cities. Read more>>

Crystal Moore

My company is a one woman operation. I really think it is important in todays fashion world to understand what slow fashion means. In this industry most everything is outsourced and made in a factory. I make and do everything from designing to cutting, sewing and packing all my bags for shipment. I try to make timeless items with heirloom quality. Bags that your kid will find in your closet and want to wear. My core collections are made with vegetable tanned leathers sourced right here in the USA. When a store orders from me they know they are waiting 4-6 weeks just for me to produce their items. My hands touch every bag that has ever been made by my company. Every little piece is made with love. This is what I do differently than the corporate standard. My customers send me pictures of their bags, 10 years later telling me how much they love their bag still and how beautiful it has aged Read more>>

Megan Munsell

One thing I do differently from the industry standard is integrating a highly empathetic, relatable approach into business finances, accounting, and tax strategy. Having grown up with a mother who was an entrepreneur that struggled to get much needed strategic advice, I saw the personal and emotional toll that financial uncertainty can take not only on a business owner but their family as well. This early experience shaped my approach to be about more than just numbers; I focus on aligning financial strategies with my clients’ values, goals, and even personal experiences, so they feel genuinely supported and in control of their business finances. While many in my field focus on numbers and tax compliance alone, I go beyond that by helping clients understand the ‘why’ behind the numbers. This means breaking down complex financial concepts into straightforward, actionable steps and connecting them to clients’ real-world goals. I also encourage all questions – because I believe the only stupid question is the one that goes unasked. By opening up, asking questions, and learning about why certain things matter for tax and accounting purposes, a business owner can then set themselves up for success. Read more>>