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.

Alcindo Correa

I speak business before learn design. I used to work as a IT manager for a mining company and always interested in how my services will impact the business and how decisions are making when prioritizing on project over another. So I decided to learn about business and get a degree in Business and a post graduation in Marketing Strategy. I also have a long story with coffee as Brazilian, it is an important part of our social life, including business. We always have a coffee time when we need to discuss or solve a complex problem. When I moved from Brazil to US in 2014, I was trying to find a good coffee to drink and I found this coffee roaster in the farmers market, the conversation was so easy because of this background and this is how I started, In all my projects I use this business skill to understand the real problem and in which stage of a business my client is so I can deliver the correct solution for them. Read more>>

Barbara Rodriguez

I started my career as a professional makeup artist, then attended esthetics school to become a brow artist. Later, I trained through an online program to learn skincare formulation, which led me to launch an entire skincare line. Afterward, I went back to the drawing board and asked myself how I could truly maximize all that I do. That’s when I decided to open a makeup and brow artistry training school. Read more>>

Samantha Rosenberg

At Slumber Squad, we take a completely personalized, judgment-free approach to sleep support for all families, as well as for neurodivergent children and those with medical complexities, which is often where the industry falls short. While many pediatric sleep consultants follow rigid, one-size-fits-all frameworks or push families toward cry-it-out solutions, we slow down. We take time to understand each family’s values, goals, and challenges. Some parents want full support; others just want a bit of guidance. Some kids need sensory accommodations. Others are learning to sleep without a feeding tube for the first time. Read more>>

Amariah Murdock

We’re not your average executive assistant agency, we are all North American based, educated (have multiple degrees), and over 30 years experience collectively. Also, we focus on helping CEOs get back to their joy and what lights them up inside by being their wingwoman in business so they don’t have to do it all. We’re the elevated virtual assistant agency. Read more>>

Melissa Azevedo

In a fast-paced place like the Bay Area, I noticed how often people move from one thing to the next without ever taking a real moment to pause. That’s why I chose to open my own private studio—so my clients could have a space that feels calm, intentional, and focused entirely on them. Over time, I began to incorporate simple energy healing practices into my services because I saw how much of a difference it made in my own health and well-being. It’s not anything complicated—sometimes it’s just five quiet minutes to breathe, reset, and feel more present. I’ve found that when people are given the space to slow down, they reconnect with themselves in a way that feels clear and grounding. Whether I’m styling a bride or seeing someone for a haircut or wax, my goal is the same: to offer more than just a service. I want each client to leave feeling more like themselves—balanced, confident, and cared for. Read more>>

Maria Valencia

Whether I’m managing events, doing a project launch, or growing the gallery, my main concern is making sure that I’m leaving a positive impact not only professionally, but socially. To me, if you’re trusting us with your time and energy, you should have a pleasant human experience and everything should be seamless, because otherwise you could’ve done it yourself, right? And there’s layers to this, but for me, it’s all intertwined. Read more>>

Lexi Ross

At my vintage store, every single piece gets a second chance. A worn-out basketball becomes a planter, a scratched up vinyl record turns into a shelf, and old clothing is stitched together to become a new revived piece. I see potential where others see trash. Millions of tons of usable goods—clothing, electronics, furniture—are destroyed or end up at a landfill to sit for eternity. And that doesn’t sit right with me. Read more>>

Carlee McKee

Hey, hi, hello, I’m Carlee — a web designer, photographer/videographer, brand strategist and creative director with a slight obsession for cohesive aesthetics and a love for helping entrepreneurs actually look as good online as they do in real life.

I run a full-service creative studio that blends strategic storytelling with high-impact visuals — specializing in brand photography, videography, and custom website design. My signature service is the “one-stop-shop” elevating a brand’s entire presence through photo, video, web design and brand strategy. Not just piecing together a pretty logo or throwing a website template on top of it. I help businesses show up with clarity, confidence, and conversion in mind. Read more>>

Tony Wyatt

Our industry lost over half of the number of shops in North America in past 15 years. We used social media to market beyond our local customer base and reach out to people in areas that no longer have a shop near them. We created a large following and now service shoes and boots from all over the country and even some international customers as well. Read more>>

Wendy Markum

At The Prickly Thistle, I intentionally break from the industry norm by offering hhttps://docs.google.com/spreadsheets/d/1PwKNjuqfXowrwwvYy3mtYp_YgrevRDfNZhWIJ9uYeN0/edit?gid=1203113735#gid=1203113735 ands-on, thoughtful floral design services to couples working with modest budgets (under $5,000), without sacrificing artistry or attention to detail.

In many parts of the wedding industry, the level of care, customization, and creative guidance we provide is typically reserved for high-budget clients. But as a former educator, I genuinely love working with clients who may not have unlimited resources but still deeply value beauty, meaning, and collaboration. I treat every couple as a creative partner, not just a customer. Read more>>

Love Logan, MBA, MFA, MA

One thing that sets my company apart from the industry standard is our effort to provide opportunities to people from all walks of life. Whether you’re in college, a high school dropout, previously incarcerated, or working in a non-related field, if you show initiative and drive, Love Logan Productions will go out of its way to use its reach and connections to help you accomplish your goals. Recently, we’ve taken it a step further. Working with lots of people has enabled us to identify certain gaps, especially when it comes to society’s expectations, education, and the workforce. Read more>>

Mike & Jordan Sistrunk

When we first rolled into Austin, we were pumped to find some crawfish that reminded us of home back in New Orleans. But man, that first boil we went to? They just tossed the crawfish in water and hit it with some Tony’s on top. That’s when we knew the good folks of Austin weren’t gettin’ the real deal. They’d never tasted an authentic Louisiana backyard boil. That moment lit a fire in us, and that’s how Hoodoo Crawfish came to be. We knew we had to bring the real flavor, vibe, and experience to Texas. We’re not just out here servin’ food, we’re building something people remember: southern hospitality, loud laughs, good music, and bold-as-hell flavor. We use 2–3 times the ingredients, hand-pick our crawfish, and wash ‘em clean—three times over. Read more>>

Drew Brandon Jones

Not to start off in the most cliche way possible, but I’ll give you my company tagline: Sad But Drew is a full service production company founded on the belief that making Films, Television, and Commercials should be as fun as it sounds.

I’ve always been in the entertainment industry; I started acting at 10 years old in England, I went to a performing arts high school (shout out HSPVA in Houston, Texas), I got a college degree in acting and directing, and I started PA’ing when I was 20 in New York City—and as much as I could wax poetic about my ethos and how I think things should be done, the main driving force behind doing any of this is… that it’s fun. Making movies is cool. Sure, sometimes it’s a corporate-branded, hyper-commercial movie, but I’d still prefer doing that to filing someone’s taxes. Read more>>

Jacqueline Moore Traci Barrett

At our salon, wellness means beauty that begins within- nurturing not just your hair, but your confidence, connection, and overall well-being. It’s a holistic approach where healthy hair, meaningful relationships, and intentional care come together to help you feel renewed, seen, and supported – inside out. The beauty industry continues to evolve, but has a rough history of toxic and unapproachable standards. We aim to create a space where all beauty is celebrated in everyone, as they are. Root marries quiet luxury with deep care, offering hair journeys that honor your natural beauty and elevate what’s already there. This is not about trends—it’s about alignment: with your lifestyle, values, and sense of self. We are rooted in community, not conformity, and celebrate individuality at every stage of life. No judgment, no exclusivity. Read more>>

Gina Hessburg

Flashback to a decade ago, when the world and the industry of commercial photography were different. I was contracting for multiple clients, corporate and agency, working all the time and flying all over the country. My Delta status soared, and so did I, because working with an impressive roster of clients and creatives. I could hardly keep up with all the work, but it was such a part of my identity. Read more>>

Dominque Williams

As a personal chef, flexibility is key and one of the things that I value the most about what I do. My schedule revolves around my clients’ needs, which allows me to offer a highly personalized experience. I take the time to truly get to know each client, building relationships that help me understand their likes, dislikes, and personal flavor preferences on another level.  Read more>>

Burak Erdal

We’ve always done things differently. From the start, we built one of the first tattoo studios where everyone feels safe and welcome no matter their gender, identity, or background. It was important for clients and artists to feel this breath of fresh air. While the industry was still heavily male-dominated, we pushed for something more inclusive, and helped shift the culture. Read more>>

Nikki Palladino

Wednesdays through Sundays, as The Beverage & Floor Manager of The Stockton Inn, I do what a sommelier does. I answer questions about wines, guide food pairings, and elevate the dining experience for guests joining us for a meal, a stay, or both. Supported by our incredible staff and owners, I do so much more than offer warm hospitality though. I honor heritage. Read more>>

Adorr Jessie

I don’t follow the standard fashion calendar and I don’t ever care too. The fashion industry became overloaded with the constant demand of releasing collections back to back. It became excessive & some designer clothing brands would end up with obscene amounts of waste due to such a high output. The customer can’t keep up with an ever changing system especially if they’re still trying to catch up with the last collection. I focus on capsule collections of 3-5 designs. I’m making pieces that can integrate into your wardrobe. My customer is versatile so she’s wearing her pieces in the summer and building upon them in the winter. That’s what I design for functionality. The girls that love to repeat wear their clothes. Slow fashion is where my focus is. The fashion industry has done enough harm with its carbon footprint. My brand is apart of the solution to focus on reducing overconsumption & enhancing quality hand crafted designs that live with you for generations. Read more>>