Doing things differently often leads to outsized results and so we connected with some of the most inspiring leaders and trailblazers we know and asked them to go into detail about what they do differently relative to others in their industry.

Kelli Steveson

One of the biggest ways we diverge from the industry standard here at Bare Wax Co is that the experience of both the client and the employee are our top priorities.

Having worked in nearly every avenue of this industry, I noticed a gap for both clients and service providers. I wanted to close the gap between large corporate waxing chains and lavish spas.

In many waxing chains, the goal is speed and volume — specialists often turn over clients every 15 minutes, leaving little room for connection or comfort. On the other hand, many spas focus on relaxing ambiance and higher price tags but often lack the waxing expertise as it’s not the majority of services that they do. Read more>>

Emma Tonner

At CandyJar, we’ve systematized the process of creating entertainment blockbusters — in a way that completely upends the traditional studio model.

We start with Inkitt, where thousands of writers share original stories. We don’t rely on executives or editors to guess what might be a hit — we let the data speak. Our algorithm surfaces the stories readers can’t put down. If a book takes off on Inkitt, we test it further on Galatea, our hit-generating reading app, where we refine the story and see if it can reach an even larger audience — and whether readers will pay to binge it. Read more>>

Jessica Halley, DDS Shelby Devine, RN

At our medical spa, we pride ourselves on taking a holistic and collaborative approach that intentionally diverges from the typical industry standard. While the aesthetics industry can sometimes be associated with overfilled features and unrealistic results, we’ve made it our mission to offer something different — something more grounded, more intentional, and more you. Read more>>

Gladys Muñoz

At IntiNova Consulting, we diverge from the traditional model of business consulting by centering equity, culture, and accessibility — not as add-ons, but as the foundation of everything we do. We started because of an unmet need: too many underrepresented founders — especially BIPOC, immigrant, LGBTQ+, and women entrepreneurs — were being overlooked, underserved, or priced out of the support they deserved. Read more>>

Nancy Ellis

Absolutely. In an industry full of formulas, funnels, and surface-level motivation, I do things differently by coaching through connection, trust, and truth — starting with the heart, not the hustle.

I’m not your typical leadership coach. I didn’t come out of a textbook or a TED Talk. I spent over 35 years in media sales, rebuilding my career three times — once after losing everything, once during the pandemic, and once after a stroke in my 60s. And through all of that, one thing never changed: people do business with people they trust. Read more>>

Thanos Markopoulos

Most agencies either overcomplicate everything or overcharge to make it look like they’re doing more than they are. I started LikeButter to flip that on its head.

Instead of locking clients into bloated retainers or confusing proposals, we offer affordable, all-in-one design and marketing services with clear pricing, fast turnarounds, and local support. We work almost exclusively with small businesses in Orlando and Tampa, and we’ve structured everything from our packages to our process to actually serve their reality: limited time, limited team, and limited budget. Read more>>

Nina Silver

In the drafting and rendering space, the industry standard can feel very transactional; designers send drawings, get files back, and that’s it. But at Drafted by Design, we intentionally built something different. We aren’t just a service provider; we’re a partner to interior designers.

We take time to understand each designer’s workflow, preferences, and quirks so that we become an extension of their team. Our focus on flexibility, communication, and attention to detail means we’re anticipating needs rather than simply reacting to requests. Read more>>

Olesya MacNeil

As the Founder & CEO of MUSIC TEACHER LA, I’ve always been passionate about making waves in the music education world—especially here in Los Angeles, where our city’s creative pulse sets the tempo.
From day one, our mission has been to deliver top-quality in-home music lessons that go way beyond basic scales and sheet music.

But before MUSIC TEACHER LA was even a glimmer in my eye, my roots were growing deep in a family of stamina and intellectual curiosity. My grandparents were resilient due to the extraordinary circumstances they faced: from their teen years, they were swept up in the demands of World War II, working tirelessly in factories and helping ensure victory for the USSR in 1945. Read more>>

Dr. Rob Berghorn Jr

In an atmosphere and culture where the medical system currently services people in a reactionary sense rather than a proactive, health promoting sense, we at Endurance Unleashed are doing what we can to change the game (specifically for endurance athletes and active adults). The medical system has been in a bunch of trouble, especially lately, for not serving the community and providing care the way it should. Whether that means insurance companies not covering services or medication, doctors and other medical staff being overwhelmed by the number of people we have in our “sick care” system, or funding and payment being diverted to the things that keep people sick (but do “help”) just because they have more money to lobby…things need to change. Read more>>

Elle Mersereau

At ELM Creative, we believe effective digital marketing is never about quick fixes or cookie-cutter campaigns—it’s about building a strong foundation and crafting a strategy that works seamlessly across every platform your audience touches.
What sets us apart? Our process begins with a comprehensive SEO audit—not as an afterthought, but as the cornerstone of your entire marketing strategy. This isn’t just a technical review; it’s a deep dive into our clients’ website’s performance, uncovering strengths to amplify and weaknesses to resolve. Read more>>

Holly

One thing I do differently from the industry standard is how hands-on and all-inclusive my approach is. I’m essentially a one-stop shop for social media and content creation—depending on what my clients need. I don’t just hand over a content calendar or send a list of ideas and expect them to take it from there. I show up. I come to their space, capture the photos and Reels myself, write the captions, and handle the posting. That way, none of the creative burden falls on them—unless they want to be more involved. Read more>>

Heather

Absolutely. It’s honestly why I started Epoch Co+—I just couldn’t get behind what the wedding industry was churning out.

Everyone talks about “timeless weddings,” but let’s be real: that word’s kind of weird. Weddings are always evolving. And tradition? That was created by people who are dead. So why are we still building weddings that feel like museum pieces—or worse, beige Instagram templates?

I kept seeing the same thing over and over: all white, green, blush, black. Minimal personality, maximum pressure to look like some celebrity’s wedding that already looks like everyone else’s. It felt soulless. Like we forgot that a wedding is supposed to reflect the couple, not a trend. Read more>>

Ben Gonzalez

Southold Bay Oysters began as a small hobby when me and my husband Dave joined the Cornell Cooperative Extension’s Suffolk Project in Aquaculture Training (SPAT) to learn how to grow oysters. After two years of tending our floating bags containing hundreds of baby oysters, we finally enjoyed our first harvest and began shucking our bounty at dinner parties and family events. Our parties were so popular that we decided to name our oysters Southold Shindigs! Our hobby grew to become a small business focusing on a direct-to-consumer model in an industry that is mainly driven by a wholesale model. Read more>>