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.

River & Juniper Evergreen

We’ve been developing our style and client experience for over 15 years now. What we’ve found is that the photography and personal design industry as a craft has evolved exponentially thanks to the technology boom. For many, this has made these services more accessible than ever. YAY everyone deserves art. But somewhere along the was,y the soul of these artistic mediums has become commoditized. With many simply doing it for the paycheck or as an extra side gig. This has resulted in many feeling like their cell phones do a “good enough” job or that their work feels hollow. With presets quickly slapped on and images sent out in less than a week the love just isn’t there, and the sense of community is less prevalent. We’re working to change all of that. Read more>>

Adam Smith

I had the good fortune to have been trained as a home inspector by really wonderful, knowledgeable and patient people. I was trained to be primarily focused on the home inspection report, but I started to notice that client connectivity and client education were being overlooked. I learned from my time working in the high end furniture fabrication and design industry how important the client experience is, so now as a home inspector I try to work hard to make what I do enjoyable and educational for my clients. Read more>>

Gage Mueller

I have been in the solar industry for just over 8 years and have loved every minute of it. One of my favorite things about being in this industry as I have personally gone through the process, not once, but TWICE! I have sold a house with solar on it and I have built a new house and in the build process knew I was going to put solar on it, so we were able to prepare the house for the installation. Read more>>

Janessa Sanderson

Photography is such a deeply personal art form for me. I’ve been a photographer since 2012, when I was a single mom with a toddler. I fell in love with capturing the joy in her eyes while she freely ran and played. My dream became to create time capsules of love not just smiles while looking at the camera. I want my clients to remember exactly how they felt in those moments. I see the way a new mother looks at her child. I see when a husbands hand grazes his new brides back when he thinks no one is looking. It’s the gratitude in the eyes of someone saying their final good byes to their loved ones. I look for the moments in between the moments. Read more>>

Audrey Muller

The thing I do differently when coaching other women in business is I coach from 2 different perspectives, together we build from a place of clarity and direction building confidence in my clients abilities from an inward perspective then we flip the script and cultivate a client experience from an outward perspective aka the clients perspective so that both the client and the business owner feel fully aligned with every part of their business. Read more>>

Kevin Oakley

When it comes to corporate uniforming and for a lack of a better word “swag”, the industry standard is to have their customers purchase an upfront amount of products that then sit on a shelf waiting for a team member or customer to buy. This leads to huge waste and the inability for the customer to update and keep their items fresh. We’ve spent the last 7 years investing and building software that allows us to build and manage online stores for our customers at no upfront inventory costs as well as no charge for the storefront! By using on demand printing/embroidery technology paired with our software, we are give our customers flexibility as well as reducing waste of products that never get used. Read more>>

Arlanna Martin

What sets me apart from other credit repair specialists is my personalized and comprehensive approach to credit restoration. Many professionals today rely heavily on AI software to generate generic dispute letters. While that method may work for a scaled, one-size-fits-all approach, it often overlooks critical opportunities for success. Read more>>

Krista Weisman

My brand focuses on creating deeply personal and meaningful spaces that go beyond trends or industry standards. I design with authenticity at the core—every space I create tells a story. Whether it’s weaving in cherished heirlooms or reflecting my clients’ heritage and passions, I strive to ensure their homes feel like an extension of themselves. Read more>>

Anne Lamartina

Here in Wisconsin, I find it is somewhat rare for the my engaged couples to hire a wedding planner or coordinator. It is only my assumption that this lack of trend is due to budgetary constraints, however, my couples in Chicago always work with a planner or coordinator, so maybe it is also a cultural trend. Perhaps, Wisconsinites take a little more pride in DIY and underestimate the monumental task that they are undertaking by planning a wedding without professional help. Read more>>

Sarah Awad

One of my taglines is “Rendering Systems Useless”. The standard in our culture and now globally is to give birth in the medical system. And through my journey of motherhood, I have come to a place where I supported myself through pregnancy, birth, and childcare completely outside of the medical system. No tests, no doctors, no visits, no doulas … just life as it was meant to be. This wasn’t how I used to operate or view birth. But though 5 years of deprograming myself from the fear based narrative I came to a place of unshakeable trust in my body, intuition, and nature. Read more>>

Courtney Sharp

I pride myself on creating truly unique and tailored experiences for each client, ensuring their journey or elopement feels personal and special. I take the time to really get to know my clients; understanding their preferences, vision, and what matters most to them, whether it’s a weekend getaway or a two-week destination wedding. Unlike the cookie-cutter itineraries you’ll often find elsewhere, I focus on crafting one-of-a-kind experiences that reflect each client’s unique style. From off-the-beaten-path locations to personalized activities, I work hard to make sure every moment is unforgettable. Read more>>

Kathryn Cook

One of the biggest distinctions between running my own talent agency and working for a larger firm is that 100% of my time is dedicated to my clients, rather than splitting my focus between company initiatives and internal operations. Instead of attending team meetings or working on broader agency goals, my daily routine revolves entirely around my clients—taking their calls, advocating for them, and strategizing on their behalf. Read more>>

Yusef Mars

Faith, Integrity, Honesty, Opulence, generosity and Resilience. Do not Fold. -The desire was to find a pair of sunglasses or (Tints) that would perfectly align with lifestyle and personal style. Starstrucksl Tint not only offers exceptional quality and durability but also reflects individuality and a sense of adventure. -The market craves sunglasses that combine sophistication, luxury, and functionality, which enable you to effortlessly transition from day to night, from work to play.  Customers are seeking eyewear that enhances their appearance, exudes exclusivity, and complements their high-end fashion choices. StarStruckSL provides just that. Read more>>

Christyn Harper

Absolutely. For us, delivering exceptional customer service is a top priority and a core differentiator in an industry that often overlooks genuine human connection. We recognize that our clients’ trust and patronage deserve accountability, respect, and sincere gratitude. Rather than treating appointments as mere transactions, we strive to cultivate meaningful relationships by truly listening to our client’s needs, ensuring every interaction reflects our appreciation for their support. We also pride ourselves on being consistent with our quality of work and seeking continued education to stay abreast with the industry trends. Read more>>

Logan Pressley

The escape room industry as a whole has shied away from low-budget productions. While it is true that you will find a lot of duds here and there, the relationship between the quality of a set and the quality of gameplay in an escape room is loose at best. I was very struck with one room in particular which I had played before venturing into being an owner. This room in particular had almost no theming and even had a few game design quirks that needed to be ironed out, but had somehow become one of my favorite escape rooms. Read more>>

Delaney Rietveld

As a sales and website copywriter, it pays to have an understanding of how modern audiences make decisions about buying. Buyers are smart. They want to feel confident in their purchases, and they need a lot more convincing to feel that confidence. My priority with Dark Roast Copy Co. (my copywriting business) is to help my clients “say the quiet part out loud.” Since buyers are so smart, you can’t use the same inflated language that has been used in digital marketing for the past decade. You can’t make them feel bad in order to make a sale. You don’t want to sound like you’re “trying too hard” to look like the best. Read more>>

Kateryna Shepelenko

One of the things that sets my approach apart from the typical industry standard is the personal attention I give to each student. Having been in the dance world for over 25 years and teaching for more than 10, both in Ukraine and now in the US, I’ve always believed in fostering a supportive environment where every student can grow at their own pace. Unlike many US dance programs that tend to be fast-paced and focus on large groups, I keep my class sizes small to ensure I can truly connect with each person, understand their unique needs, and guide them step-by-step. Read more>>

Marshall Bennett

One of the things that sets Air Marshall LLC apart from the standard HVAC industry approach is our deeply personal, family-oriented focus on every customer interaction. While larger corporate companies often prioritize volume and speed, we prioritize relationships, transparency, and quality craftsmanship. For example, we don’t upsell unnecessary services or rush through appointments just to meet quotas. Instead, we take the time to educate our clients about their systems, walk them through their options, and provide honest recommendations. Read more>>

Lindsay Deoliveira

At Soothe Beginnings, safety isn’t just a priority—it’s the foundation of everything I do. While many brands focus on maximizing profits, I’ve chosen a different path: putting babies’ safety above padding the bottom line. Here’s what that looks like: 1️⃣ Testing every batch: Unlike the industry standard of testing pacifiers just once a year, we rigorously test every single batch to ensure they meet the highest safety standards. Read more>>

Randie Eaves

I would say my brand differs from the standard because of my transparency. That entails not only my craft and what I will and won’t do based on integrity of hair or what products wouldn’t work, but also just by being human. We’re told to abide a certain type of persona that did me no success in the beginning. We’re told to come to work with a full face. Of course as professional as it is it’s okay to be human. Connecting with my clients on that level gains a trust that plays into your craft as well. The trust is there. Read more>>