Here's where it gets interesting…
Choosing freedom of speech and action, I operate beyond the accepted boundaries of my profession. 'This sure ain't McKinsey—unorthodox doesn't even come close'… much of what I do is usually counter-to and often critical-of conventional wisdom.
Different (Business).
An oft-outspoken critic of the greed-and-stupidity-based modern western lifestyle and associated commercial undertakings, in considering commerce to be a vital opportunity to 'do something worthwhile' rather than just make money… I work accordingly and favor projects and people with meaningful messages, products and services.
I'm selective about the clients I accept and the projects on which I work—and flatly refuse to even consider things which don't appropriately recognize and respect an essential blend of great ethics and high commercial standards. I won't hesitate to walk away from deals which have a 'just churn out crap and make money' ethos and, with absolutely zero tolerance of bullshit, utterly reject alliances based on anything other than hype-free authenticity.
'Prissy and fey?'
Perhaps a little too delicate… I'm no fan of 'strutting around like Capt Invincible horse-in-my-shorts male testosterone-overload must…make…more…money' behavior. Not wishing to be rude, if you're one of those 'business is business; bottom line is all; no place for levity… sleep is for the weak—respect only force' powerhouse-types we're probably not right for each other.
Assertive-not-aggressive, my stuff has a relaxed atmosphere. I'm doing business in a decidedly non-pushy way. 'Rainmaker'? Please, no. Instead, think 'sun and a sea breeze'. That's not to say I'm so-chilled that work is a 'yeah, whatever—manana experience'. It isn't. Though light-hearted, I take my stuff seriously.
(Different) Business.
In preaching a creed of 'different'—in which everybody gets along just fine and the other guy doesn't get deceived or nailed to the floor—my focus is on enterprise which, rather than merely expedient, is… bold… simple… elegant… understated… decent… fun… spirited… charming. Profitable, too. Less contrived. Happier and altogether healthier.
So, does this mean I exclude 'ordinary businesses'? Absolutely not. I'll work with anyone who has genuine desire to embrace the ethos outlined here.