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.

Joelle Scholl

Oh I love this question. In my opinion, the bridal industry has been stuck in the “this is the way we have always done it” mentality. Which didn’t work for me and definitely doesn’t appeal to today’s brides.

Typically a bridal boutique will have “sample” gowns in a one or two sizes for brides to try on and order. So if a bride likes a style and the shop doesn’t have a size that will fit her, they will use big clamps to try to give the bride an idea of how it will fit. Read more>>

Tiffany Burrow

One of the things that sets my brand, Unapologetic Coaching with Tiffany, apart is that I refuse to follow the weight loss industry’s blueprint — because I lived it, and I know how broken it is. I spent most of my life stuck in diet culture — obsessing over rules, chasing perfection, and believing that my worth was tied to a number on the scale. I tried everything the industry promised would “fix” me. It wasn’t until I finally rejected all of that noise that I lost 115 pounds — and kept it off for over 8 years — without following a single diet. Read more>>

Lindsay Jordan

I recently heard a conference speaker offer this explanation of a framework my company uses with our clients, and I just fell in love with it. In the nonprofit world, the concept of donor-centric fundraising is an accepted best practice, and it basically means that the donor is always right, always respected, always recognized, always deferred to. And it’s total bullshit. Read more>>

Lourdes Rosales

One of the things that sets my work apart is my redefinition of the role of string instruments in entertainment, particularly in high-end and non-traditional spaces. I am a classically trained violist from Spain, and I hold three university degrees and two master’s degrees in music and performance. However, instead of following the traditional career path expected of a classical violist, I made the decision to break the mould. Read more>>

Victor Chong

I’ve spent about seven years in this business, and here’s the truth: it’s a rollercoaster. During COVID and the union strikes, people couldn’t get enough of movies and TV. It’s one of the biggest sources of entertainment, but 99% of fans never see what actually happens on set. If you’re not part of the crew or connected with the director/producers, you’re not getting in. In the summer of 2024, I brought my mentor on the set of Captain America inside Trilith Studios. After catching a glimpse of the behind the scenes, he mentioned the film tour idea to me and I ran with it. Read more>>

Des Caminos

The industry often treats visibility like a game- post more, speak louder, follow the algorithm. But I see it differently. Visibility begins with safety, not strategy. It starts in the body, in the nervous system, in the quiet decision to stop performing and start telling the truth. Read more>>

Nancy Poller

I’ve developed a brand discovery and design process that rests on a deep understanding of my client and uncovering the essence of their business. It requires them to really dig deep and get clear on what their business does, why, who it’s for and the impact it makes. This process of brand clarity can be super powerful in itself – I find that the client comes out even more inspired and excited for their business after we’ve worked through discovery. Read more>>

Diana Moran

One thing that really sets us apart is that we don’t nickel and dime our couples. In this industry, it’s sadly common for places to tack on hidden fees — service charges, credit card fees, you name it — and couples don’t find out about them until it’s too late. That’s just not how we do things here. Read more>>

Cass Wallhorn

Most platforms out there feel the same—loud, surface-level, and built for likes instead of real results. They’re packed with self-promotion, but light on actual progress. Get Vibey is doing things differently.
We’re not just another networking app—we’re a curated ecosystem where community, innovation, and execution collide. Read more>>

Krystal Spencer

Infuse Wine isn’t your typical wine company we’re reimagining how people experience wine. Born out of a love for California vineyards, the feel of sitting at a vineyard, and the curiosity of discovering new flavors, we wanted to bring that joy to everyone no matter where they are. Read more>>

Mike Marchlewski

This is an interesting question and was probably the central question in my mind when re-imagining my company. To back track a bit. It turned out that my last company name was in use by another production company on the other side of America! This became a problem when linking to our work. So we started again from scratch. This time around I wanted to really delve into a name that resonated with what we are trying to do. Which, in essence is to tell better stories visually! I’ve noticed in the US that the standard for branded video and online commercial work is very cut and dry. Read more>>

Teresa Topaz

My name is Teresa Topaz, and I’m a guitar luthier and the owner of Topaz Guitar Repair, based in Las Vegas, Nevada. A guitar luthier is a highly skilled craftsperson specializing in the repair and restoration of stringed instruments, and I’ve devoted my career to mastering this craft. Read more>>

Sherwin Loudermilk

My background is in IT, so I am a techy by nature. Coming into the construction industry was a shock on how little technology the industry utilized to perform their craft. Especially in the Custom Home Building segment. We utilize technology to it’s fullest. From creating workflow of processes to advanced construction management software to leaning on technology to validate quality. By doing these, we are are of the most technologically advanced Luxury Custom Builders in the nation. Read more>>

Moriah McAllister

The event & wedding industry can have a huge issue with boundaries & work/life balance. Burn out is often worn as a badge of honor in the wedding vendor world which continues to grow & grow the problem that it is. We strive to balance our calendars, only take on a work load that we can do well, & pivot our systems & calendar as needed to ensure that we are giving our best work to our clients & not sacrificing our own lives, relationships, & mental health. Wedding industry – you do NOT have to eat-sleep-breath work from May-October & you probably won’t last in this industry if you are making choices for that to be the case. You deserve balance. Read more>>