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.

Susana Weeber

In the world of translation, it’s easy for the work to feel transactional—but I see it differently. To me, it’s about storytelling, localization, and transcreation—bringing words and cultures to life in a way that really connects with people. I don’t just translate word for word. I take the time to adapt messages to reflect cultural nuances, traditions, and values. It’s about making sure the tone, dialect, and even visual elements feel familiar and relatable. The result? Messages that resonate deeply with Latin audiences, reminding them of home and building trust. Read more>>

Lauren Deponte

Every business has their “oh s$&” moment. It’s that one thing that can go entirely wrong and ruin everything. In my business it’s the break of a chain. Whether it’s the chain or the ring in my business a break is a very bad thing. As we all know chains are not indestructible and no matter how sturdy they are they can and may break. I have an extremely low break ratio but every now and then we get one.  I need to point out at this time that there’s three types of customers out there.  Read more>>

Donovan Camarotti

In my business, I like to implement new ideas and strategies right away. I see many companies that have great ideas, but take very long to implement them or sometimes never implement them at all. I attribute much of our success to being able to implement new strategies in our business very quickly. Read more>>

Marvin Lim

**Topic: Is there something you do differently from the industry standard?** At *TheKitchenTable* (TKT), we’ve reimagined the dining experience by making private chef services accessible, personalized, and affordable. Unlike industry standards where private chefs are often exclusive to high-income households or luxury events, TKT focuses on democratizing this experience for families, food lovers, and small gatherings.  Read more>>

Dr, Ihab Judeh

At Nailoscope, we take pride in going beyond the industry standard by creating a truly personalized and luxurious experience for every client. While many nail spas focus solely on delivering services quickly, we prioritize quality, comfort, and building meaningful connections with our clients. One way we diverge from the standard is by offering a relaxing, boutique atmosphere where every detail—from the cleanliness of our space to the quality of our products—is meticulously maintained. We also provide a more curated approach to self-care by integrating a range of beauty services, including facials, waxing, and eyelash extensions, all under one roof. Read more>>

Lauren Glisic

Most people who have been to physical therapy for an injury have had similar experiences in their rehab and this has shaped their expectations of what physical therapy looks like. When people think of PT they may think of “massage”, ultrasound, electric stimulation, and doing exercises with an assistant including”clamshells” and “dying bugs”. The reason that these sessions are so predictable is because in a traditional insurance-based model, each physical therapist is seeing between 2-3 patients per hour. Reimbursement rates are cut each year by insurance companies, and clinic owners slam as many patients in the door as possible to compensate for these cuts. This drastically reduces the quality of care that each patient gets because only about 1/3 of their session is spent one-on-one with a Doctor of Physical Therapy. There is often not enough time to take progress measurements, monitor exercises for form and progress them appropriately, or focus on sport-specific movements and higher level programming. Read more>>

Daniel Gersztyn

My company SDHosted constantly challenges the status quo by deviating from how events are traditionally run, focusing more on the emcee aspect to provide a fun and unforgettable experience. For example, our flagship event “Twisted Trivia” is unlike any game of trivia you’ve ever played. When you think of bar trivia you probably think of a monotone host, stale trivia questions, and nothing but trivia. During our Twisted Trivia events our hosts use comedy and improv to make the game more fun and interactive. We include a minigame, a family feud round and a few other surprises to keep the game feeling fresh and fun. Twisted Trivia is an interactive and hybrid-trivia event, our teams yell out answers, compete for free drinks, and play different kinds of trivia throughout the Twisted Trivia experience. We recently won “Best Trivia Night in San Diego” by SDReader so we must be doing something right! Twisted Trivia isn’t just trivia, it’s an interactive and high-energy experience. Read more>>

Paolo Beatino

Thank you for this thoughtful question! My mission is to bring the charm and authenticity of Italian aperitivo culture to the U.S. in a way that diverges from the standardized approach of many cocktail businesses. The industry often emphasizes speed, efficiency, and trends, but I’ve chosen to focus on an immersive experience rooted in tradition, storytelling, and quality ingredients. I proudly diverge from industry norms by focusing on quality and authenticity in every aspect of what I do. Unlike many businesses that rely on pre-made mixes and shortcuts, I take the time to craft everything from scratch. I use only fresh, high-quality products—squeezing fruit by hand, making my own juices, syrups, cordials, and even bitters. In an era where convenience often overshadows craftsmanship, this commitment to freshness and authenticity sets me apart. Read more>>

Allison Bray

At Post Perfect, we go beyond being just another social media marketing agency. I approach every client relationship with care and dedication, treating their business as if it were my own. By taking the time to deeply understand each company’s vision and goals, I create high-quality, tailored content that reflects their unique brand. Communication is a top priority—I stay connected with my clients regularly, ensuring they feel supported every step of the way. For me, each client isn’t one of many—they are the one. Read more>>

Stephanie Webb

Romance is known for its spice level – often the level of spice can make or break a story for a reader. To help people navigate spice levels and choose books that are right for them, I created our Tongue in Cheek Spice Scale: Green pepper – Young adult books; no spice but romantic interest is clear One Red Chili – Kisses and flirtations Two Red Chilis – Some description, but can fade to black or leave much detail up to the imagination Three Red Chilis – Description is clear, but not explicit and scenes tend to be limited Four Red Chilis – Explicit and detailed descriptions Five Red Chilis – Explicit and detailed with multiple people, varied acts, and the explicit content is a significant part of the story Each book comes with a bookmark that notes the spice level as well as notable tropes to help people find – or avoid – certain topics. Read more>>

Damian Roman

Within architecture, to become a licensed architect, the industry standard has been to obtain an architectural college degree through an accredited architecture program. However, for the past 8 years, I’ve undertaken an alternative path that has followed a more apprenticeship-type approach, with extensive hands-on experience and mentorship. This has required the navigation of challenges such as: finding architects willing to support and guide me and building a profitable business to financially support myself while pursuing licensure. So far, I haven’t come across another person who has achieved licensure in architecture without a degree, which has made this journey particularly hard but also rewarding and potentially groundbreaking. This alternative path has allowed me to develop a unique practical and client-centered perspective, that blends real-world problem-solving with the technical knowledge that I’ve gained through experience as well as preparation for the National Council of Architectural Registration Board exams and the California Supplemental Exam. Read more>>

Dione Laufenberg

Absolutely. My approach is deeply rooted in my personal experience as a business owner. I’ve successfully owned, operated, and transformed businesses, including a day spa and an online brand. This firsthand experience gives me a unique understanding of the challenges and opportunities my clients face. I’ve signed leases, navigated white-box buildouts, and built brands from the ground up. This enables me to see beyond a single real estate transaction. I take a holistic view of my clients’ businesses, offering not just location services, but also business consulting, lease negotiation, and branding advice. Read more>>

Xavier Polo

Redefining the Standard: How Exceptional Customer Service Shapes My Marketing Agency As a small business owner, one of the things I value most is the ability to break away from industry norms and operate in a way that feels genuine and authentic. In the world of marketing, where slick presentations and buzzwords often overshadow real human connection, I’ve built my agency on a simple but powerful principle: providing the best customer service possible. For me, it’s not just about responding quickly or getting tasks done—it’s about creating an experience where every client feels supported, heard, and valued. That’s the foundation of my business, and it’s what makes my agency different from the rest. Read more>>

Shannon Weinstein

When I started my company, I essentially examined the aspects of the public accounting profession I thought were ineffective and outdated and vowed to do the opposite of that in my company in an effort to prove there was not one way to accomplish something and build a successful practice. Examples include operating fully virtual, having unlimited PTO, not requiring timesheets, not billing by the hour, having only 12 clients, and rewarding employees with revenue share for spot projects and scope creep. I find policies like this show that we are not just a machine to deliver a work product for clients but a group of actual humans who enjoy what they do and just want to work in an environment that fosters this mission. Read more>>

Rich Hutchins

When we first started brainstorming the idea for our show, we were in the middle of renovating our fifth-wheel RV. As we dove deeper into the RV world, we couldn’t help but wonder why our hometown of Ocean City, MD, had never hosted an RV show at its convention center. With Ocean City being a prime destination for outdoor enthusiasts, beach lovers, and campers, we saw a unique opportunity to blend the RV lifestyle with the many other passions that make this lifestyle so special. Our vision for the show wasn’t just about showcasing RVs for sale; it was about celebrating the entire RV lifestyle. From outdoor sports like fishing, golf, BMX, and skateboarding to activities like hiking, kayaking, and even e-biking, we wanted to create a place where enthusiasts could come together to explore everything that enhances the RV experience. Ocean City is surrounded by campgrounds, beaches, and endless outdoor activities, so it felt natural to bring together those who love to travel with their homes in tow, with those who are passionate about an active, adventure-filled life on the road. Read more>>

Rebekah Murphy

At FIT4MOM, we offer more than just a workout; we provide a thriving community for mothers. What sets FIT4MOM apart from other fitness programs, gyms, or boutique studios, comes down to that community. As the nation’s leading prenatal and postnatal fitness program, FIT4MOM supports every stage of motherhood with fitness classes and a network of moms who uplift each other daily. From pregnancy through postpartum and beyond, our programs are designed to strengthen mothers in body, mind, and spirit. In Atlanta, we offer a wide variety of fitness classes specifically designed for moms. Our trainers, who are all moms themselves, are certified in prenatal and postnatal fitness. One of the most unique aspects of FIT4MOM is that our classes are designed for moms, and to bring their children along. There’s no need to find childcare or worry about placing kids in a germ-infested childwatch. While we are most known for these stroller classes, we also offer incredible mom-only workouts, prenatal classes, and running programs.  Read more>>

Elizabeth Upshur

Many marketing consultancies rely heavily on third-party data, external tools, and generic playbooks. They build audiences that look great on paper—based on trends, search activity, or demographic profiling—and call it a day. But I believe that approach leaves too much on the table. What sets me apart is my focus on first-party data—the information my clients already have about their customers and prospects. This data provides unique insights that are often overlooked by others. For me, it’s not just about who a brand’s customers are “supposed to be”; it’s about discovering who they really are—and why they make the decisions they do. I go beyond surface-level targeting to challenge assumptions and dig into the data that my clients already have but may not be using effectively. Read more>>

Stephanie Yopp-robinson

Hypnotherapy uses relaxation techniques to help people enter a deeply meditative state (or trance state) and while I also use relaxation techniques that I liken to a deep guided meditation, I have also introduced sound healing as an integral part of the hypnotherapy process. My clients will go anywhere they are guided to–in alignment with the intention that they set for the session–and this can look like going to other lifetimes, in between lives, energetic realms of healing and Higher learning, connecting with guides or passed on loved ones, etc. What makes my process so unique is how I weave sound through my clients’ journey, which I do intuitively so as not to overshadow the experience that is most right for them. In my use of sound, this could look like using my Divine Harmony chalice (handheld singing bowl) during the relaxation process to using other singing bowls, shakers, drum, and channeled vocal transmissions. Read more>>

Kelsey Woodward

In a world brimming with pretense, I decided it was time to cut the bullshit. After a sudden layoff from my full-time gig in December 2023, I made 2024 my personal renaissance—a year dedicated to rediscovering my passions and, most importantly, putting myself first. Let’s rewind a bit. Just a year ago, I was riding high, achieving the pinnacle of my career as a Senior Digital Producer & Community Leader at a small agency. I poured my heart and soul into that role, sidelining my freelance endeavors and creative projects to give the company everything I had. But when the dust settled post-layoff, I realized I had lost more than just a job—I had lost my sense of purpose. I spent so much time advocating for the growth of others that I neglected my own journey. Sure, I was passionate about helping my colleagues and clients evolve into better versions of themselves, but in the end, I was doing it for a company that would ultimately prioritize its own survival over my contributions. Read more>>

Teresita Orillac

When I became a mom, I quickly discovered how much joy dress-up brings to little girls—and how frustrating it can be for us mothers. I remember my daughter begging to wear her favorite glittery costume, only for it to leave a trail of sparkles all over the house and cause her skin to itch. Laundry became a challenge, and the costumes never seemed to last long enough to pass down to her younger cousins. That’s when I realized something needed to change. I started Joy Costumes with a simple idea: create beautiful, comfortable costumes that our children love to wear and that make life a bit easier for us moms. I dedicated countless hours to finding soft, durable fabrics that don’t shed glitter, so there’s no more mess to clean up and no more itchy kiddos. Read more>>

Maurizio Ancinelli

We do most things differently from the industry standard. The standard is to mass produce products cheap and fast. We took our time to create and design our own paterns for our tees, jackets, hoodies, and hats. We design them from scratch, pick our own material, make them in small batches and print to order. My wife and I do everything ourselves, it’s all done in house. When we work with musicians to create their line, we work one on one with them exlusivley. No managers or corporate interference. Our product is purely the creation of what we imagined. Read more>>