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.

Henish Pulickal

Our company slogan is “We Do That,” and it is an accurate description for what we can provide for our customers in San Diego! We started off as a great real estate company, which helps people buy and sell homes in San Diego. Additionally, we have been flipping homes and in the past 10 years, we have done over 130 homes. From that experience, and having the right people on my team, we created a separate residential licensed general contractor construction company called CalHomeCo Construction. Finally, in the past 2 years, I added a development company as well. There is a massive housing shortage in San Diego, so this company is focused on building more housing. Read more>>

Keshia Kastl

At Photos by Keshia, we know that waiting for your images can feel like forever. That’s why we’re proud to offer an exceptionally fast turnaround time compared to the industry standard. While most photographers deliver digital images in 2-4 weeks for a portrait session and 2-6 months for a wedding, we have your professionally edited photos ready for your scheduled ordering appointment within just 2-7 days for portraits and 2-4 weeks for weddings. Our clients love how quickly they can see and enjoy their beautiful images! Read more>>

Salina Thompson, Pmp

Savvy Empire Consulting stands out from other small business consulting agencies through its unique blend of expertise, innovation, and focus on client empowerment. Here’s what sets us apart:

1. AI-Driven Solutions with a Human Touch

We seamlessly integrate generative AI and automation with personalized strategies to deliver measurable results. Read more>>

Kristi Ison

Party Baby is the first and only all inclusive venue for primarily children’s parties. Unlike other businesses, like gymnastics, inflatables, art studios who offer their space for individual use, we are fully dedicated to the craft of executing perfect parties. It’s literally all we do! This means that our focus is on making each celebration special and different. Our space is beautifully decorated at all times. Table scapes are prepared according to the theme requested. Parents love that all they have to do is show up. We provide the decor, entertainment, food, cupcakes/cake, and party favors. Clients are able to customize their time with us by adding items like balloon drops, characters, magicians, balloon twisters, interactive djs and more. Read more>>

Casey Whalen

The industry standard for pet food focuses on feeding dogs ultra-processed foods filled with sugars, 4D meats (dead, dying, diseased, disabled animals), synthetic nutrients, chemicals, preservatives, artificial coloring, flavorings, and additives. A standard bowl of kibble can contain up to 70% sugars, with added salts to make the food palatable—and therefore addictive. Read more>>

Zuli Marval

I love this question because it speaks to the essence of what makes small businesses so impactful. One of the things that businesses like The Private Collections can do—often in ways larger corporations cannot—is to embrace creativity, innovation, and personal touch without being tied down to rigid industry standards. This flexibility allows for authenticity, customization, and a unique approach that resonates deeply with customers. Read more>>

Yasir Abdulqader

At TangoScrubs, we’ve taken a distinctive approach by merging practicality with modern aesthetics. Unlike traditional medical scrubs that prioritize function over form, our designs are crafted to provide both. As a physician, I’ve experienced firsthand the limitations of conventional medical wear—uninspiring and uncomfortable. Our mission at TangoScrubs is to revolutionize this by introducing scrubs that not only support healthcare professionals in their daily tasks but also uplift their spirits with stylish, vibrant designs. This dual focus on comfort and style addresses a significant gap in the market, empowering medical staff to feel good about how they look while performing at their best. Read more>>

Tawnee Kinnebrew

At Wyldwood Creative, we’re all about making sewing as accessible as possible. One way we do that is through our sliding scale class pricing. We know finances can vary from person to person, so we want to make sure our classes work for any budget.

Our sliding scale has some income guidelines to help folks decide where they might fall, but ultimately, it’s up to them to choose the price that feels right for their budget. We don’t ask for proof of income because we trust our community—and that trust has been well-placed! We’ve seen people pay across the full range of the scale, which helps make this program sustainable for everyone. Read more>>

Onur Kirimli

One of the key ways Kilim Couture New York diverges from industry standards is through our deeply personal and curated approach. Unlike large retailers that prioritize mass production and uniformity, every piece in my collection is handpicked for its artistry, heritage, and authenticity. I focus on one-of-a-kind, artisan-made pieces that aren’t just beautiful but also tell a story—something you won’t find in big-box stores or even many boutique brands. Read more>>

Renay Bossy Graham

I’m bossy ….
I’m a licensed cosmetologist a West Coast La greedy girl…. lol who loves hair.
My salon specializes in individuality for every client. Our clients are walking talking advertisements the best kind to have.
We specialize in customer service 90s style you get your hair done on time so, I think that separates us from the industry altogether…lol. We actually thoroughly wash and Clem’s hair what a game changer lol… I say that was super sarcasm. Read more>>

Dana Waldie

Unlike most aesthetic practices that focus solely on beauty, I take a 360-degree approach to treating the skin. I treat the whole person—skin, body, and spirit. While many in the aesthetic industry concentrate only on the skin’s appearance, I believe it’s essential to consider the interconnectedness of the body. Factors like stress, diet, and lifestyle can greatly impact the skin, leading to conditions like acne, wrinkles, and other skin issues. For example, I’ve been trained to recognize when a client is stressed or when cortisol levels may be elevated, as these physiological factors can manifest visibly on the skin. Read more>>

Eileen Nebhut

Venus Rising (VR) is an image and brand management resource for professional women whose style is not keeping up with their success. What does this mean? It means that we work to ensure that women have a behind-the-scenes partner that takes the undue stress, time and money out of looking good, feeling powerful and authentic in the workplace. Read more>>

Rob Schwartz

Yes. Absolutely. While the standard business models focus on routine, sometimes we forget that it is people who run those models. I try to focus on people and relationships. For my music distribution company, I pick up the phone and check in on my artists. I even created a whole music conference and festival (Distro Fest) to keep my distribution artists active. By listening to the people who live this industry day-to-day, you can get a better understanding on how to change the norm and adapt to changes before they become the standard. Read more>>