Doing things your way allows you to stand out from the crowd. I love reading about businesses going against the grain, forging their path and getting results. Here are three examples: 

1. Ian MacKaye: The frontman of Fugazi and Minor Threat, Ian MacKaye is also the co-founder of Dischord Records. His approach to business has always been deeply rooted in DIY ethics, focusing on community, independence, and keeping prices fair. Rather than striving to maximise profit and end up price-gouging fans, Fugazi insisted on low entry costs. During early tours, rather than incur the cost of hiring a full-time merch salesperson, the band didn't sell merch at shows. Dischord Records kept the overheads low and set their RRP low. At the time of writing, a 12-inch vinyl album by Fugazi was $18. A typical 12-inch album in the UK costs around £30 these days!

2. Muji. No Logo, quality goods: Among other things, Muji produce clothing, furniture, and stationery, focusing on minimal, quality designs. Their products do not carry a logo, and no money is spent on advertising. Their no-logo policy attracts an audience looking for an alternative to the heavily branded goods that are typically available. 

3. Forest Green Rovers Football Club: Forest Green goes against the grain, showing that sports don't have to be about excess. The club is recognised as carbon neutral, making use of solar panels on the roof of the stadium, organic football pitches and vegan food. The club only serves vegan food to fans and staff, including the players! 

What would happen if you did the opposite to everyone else in your industry?