Different, Not Better: How Daring Moves Can Revolutionise Your Business
- The Creactivist Marketer
- Jun 6
- 5 min read
And some spins on the North East England
Here’s a "smack in the face" for you.
Success in business doesn’t come from being better. It comes from being different. You can shout louder, work harder, and drown in countless tweaks to make things marginally better... but where does that really get you? Lost in a sea of sameness, competing in a race that never ends.
Now, imagine stepping out of that race entirely. Building something that gets noticed not because it’s shinier, faster, or cheaper - but because it is unmistakably, unapologetically unique. That is what separates great businesses from forgettable ones. The ones brave enough to break the mould and be different are the ones that thrive.
Why Better Isn’t Enough
Here’s the problem with “better.” When you chase improvement, you’re playing by someone else’s rules. You’re stuck comparing yourself to others instead of creating something incomparable. Sure, it’s safe. But safe doesn’t win new customers. Safe doesn’t make you stand out. Safe keeps you mediocre.
It’s a harsh truth, but one that you need to hear. The businesses reaping all the benefits? They’ve thrown out the playbook. They prioritise being different - with boldness and purpose -to escape the endless trap of comparison.
Let's bring it closer to home. Barbour didn’t make their name by trying to compete with every other outdoor clothing brand. They leaned into their heritage. Barbour became a symbol of quality, craftsmanship, and a quintessentially British lifestyle (mud optional). They never aimed to be better than high-street brands. They created something distinctive. Now? They're a household name, worn by everyone from country walkers to urban fashionistas.
What’s your Barbour moment? The thing that makes you stand out?
The Power of Different, Backed by Purpose
Now, just being different for the sake of it won’t get you far. You need to have purpose behind what sets you apart. Still unsure? Look no further than Greggs, one of the shining stars of the North East. Yes, I’m talking sausage rolls and steak bakes.
When other fast-food giants tried to play it cool with expensive coffee bars and kale-filled sandwiches, Greggs doubled down on what they were best at. Hot. Simple. Affordable. They became the brand of the people. And then they raised the bar with a bold, purpose-driven twist. Enter their vegan sausage roll. It wasn’t just an idea to cash in on vegan trends. It was a move that dared to say, “Why can’t plant-based food be accessible to everyone?” Purpose met action, and guess what? It landed. Huge.
Greggs didn’t try to be better than Costa or Starbucks. They didn’t need to. They carved out a lane so unique that people couldn’t look away. That’s the game-changer you’re looking for.
What about you? How can you do what everyone else is too scared to try?
Three Bold Moves to Build Your “Different”
If you’re ready to stop blending in and start standing out, here are three daring strategies to shift your mindset and your business.
1. Forget Best Practices and Find YOUR Practices
Every industry has its “best practices.” The tricks and tips everyone dutifully copies because they worked once, somewhere. Newsflash: if everyone’s doing it, it’s not innovative. Tear it up. Ask yourself:
Why are you doing things this way?
Does it really align with your business and audience?
What could you do that no one else dares to try?
The Biscuit Factory in Newcastle is a prime example. They took a bold step in a city known for its nightlife and pubs to create one of the UK’s largest independent commercial art spaces. Art? Pubs? Where’s the overlap? That's precisely the point. By going against the grain, they turned a warehouse into a cultural hotspot where business, art, and community flourish together.
Question the norms. Build something only you can.
2. Show Up Where No One Expects You
Want to grab attention? Be where no one else is. Break into spaces that feel untouched. Do you know who nailed this? By The River Brew Co., located on prime quayside real estate in Gateshead. They didn’t settle for an ordinary location. They built a container village under the Tyne Bridge, with a brewery, dining spaces, and a vibe no chain could replicate. It’s not just a place to grab a pint. It’s an experience. Different, against the odds, and an undeniable success.
Where can you take a leap that surprises your audience? Once you’re there, own it.
3. Break the Silence with a Bold Statement
If your messaging is vanilla, your results will be too. Playing it safe with carefully crafted words that sound exactly like everyone else gets you nowhere fast. You have to be willing to plant your flag and stand for something. Even if it means losing a few people along the way.
Newcastle’s Fenwick is a masterclass in using bold narratives to connect on a deeper level. Their iconic Christmas windows? They’re more than a festive display. They’re part of the very DNA of the North East. It’s different, it’s daring for retail, and it’s worked for over 50 years.
The point is, messages that evoke emotion resonate. Whether it’s joy, nostalgia, or even a bit of controversy, the boldest voices make the deepest impact.
Fear of Failure? Flip the Script.
Here’s where most people stumble - they’re paralysed by fear of making the “wrong” move. And sure, bold risks come with failure as a possibility. But guess what? Another word for failure is proof. Proof that you tried. Proof that you’ve got guts. Proof that you’re willing to learn and adapt in real time.
The real failure is standing still, wasting time tweaking the same tired strategy. You can’t iterate your way to greatness. You have to dare your way there.
Your North East Blueprint for Standing Out
From the heritage strength of Barbour to the unapologetically people-first Greggs, the North East is proof that daring moves create unbeatable brands. They didn’t achieve success by outspending competitors or trying to improve on someone else’s formula. They asked the right question - not “How do we do it better?” but “How do we do it our way?”
It’s time for you to ask yourself the same. What does “different” look like for you? What’s the bold step you’ve been eyeing but too scared to take?
Bold Businesses Aren’t Built on Regrets
Stop settling. Stop waiting. If you want to create a business people talk about, believe in, and rally behind, then safe isn’t an option. Go out there and be different. Be bold. Make a move today that forces people to notice you.
Your shot at greatness doesn’t come from playing in someone else’s lane. It comes from owning your unique edge, standing firm in your purpose, and daring others to try and keep up.
You’ve got this. Start now. Be impossible to ignore.
What’s your bold move?
Just make sure it's Different, not Better.
John(Nick) Atkinson, the CreActivist Marketer who is Doing it Differently!
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