Josh Moran is the owner of Hive Therapy and Fitness. His path to succes was in looking at what his competition was doing and then doing the exact opposite becaause most of them were doing it wrong or just using the same old, boring stragegies that everyone else was doing because it seemed safe. He created his own Unique Selling Point to set him apart from the competition. 
Yoiu'll enjoy hearing how you can apply some of his businsss strategies and philisophies into your business model. They transcend the bounearies of categories and industries.