The premise of Shark Tank is entrepreneurs pitch a team of investors in an attempt to gain additional capital. A lot of offers the “sharks” make require the entrepreneur to give up majority control in their businesses. Some take it, others walk away. So it begs the question: at what point is the struggle not worth it anymore?

For start-ups and small businesses, the dream of financial independence is the ultimate goal. Yes, I know creating a product that “changes the world” is also a high priority. But ultimately, starting a business doing what you love and being able to make a comfortable living is the American Dream.

I’ve been fortunate enough to experience both sides of the coin. I spent time at a small family-owned business that truly enjoyed the chase and passed up multiple buyout offers, and I also spent a short time at a business that took the payout and moved on. Each situation was different and there wasn’t a “right” or “wrong”, but it gave me a unique look at what truly inspires business owners.

So what does this have to do with the PR space?

When working with a client or pitching a potential client, how do you deal with the struggles? How do you deal with success? Would you take the shark’s offer and be willing to give up control for the additional resources? Or do you continue the struggle in hopes of making it by yourself? Is the reward any greater if you push through the struggle, regardless of the final outcome? Looking back, are there any instances where struggling alone and not meeting the desired results was worth it? Or are people simply stubborn if they don’t reach for help?

You’re on Twitter and you might even have a blog that’s updated on occasion. But what are you doing differently that your competitor down the street isn’t? Are you incorporating video? Are you providing your community with useful information, or simply pushing out ads? Stand out, take that bold leap. The social space rewards educated gambles.

For individuals, are you linking to other people’s blogs? Are you commenting or simply reading and moving on? Are you sharing useful information or simply taking up space? Make sure your blog is easily viewable on a mobile device – this is very important, yet often disregarded. Are you taking advantage of photos and videos?

The beauty of social media is that it’s highly customizable, yet very few businesses and individuals are taking advantage of the resources in front of them. They feel simply being online is enough. Yet they wonder why they aren’t achieving the goals that are set. Take that extra step, go that extra mile and customize your social efforts. Become that ugly pink house on the block. It may appear ugly, but people remember it. It stands out.

I was talking with the bride’s grandfather who has lived his entire life in a small town in rural Nebraska. On the surface, one would think that there wouldn’t be any possibility of a connection between a 28-year old from Minnesota and a someone who’s lived in rural Nebraska for 60-plus years. However, after exchanging your typical “what do you do” it turned out he’s on the board of a company I am interviewing for my iFinance blog.

During the dance, I was sitting at a table when an older couple (late 40′s) asked if they could sit down. I said yes and asked how they knew the bridge & groom. As it turned out, they were from my hometown and I worked at the same company during the summer after my senior year in high school.

Finally, I was talking with the bride’s father who started a company from his basement in 1982 and has since turned it into a multi-million dollar business the conducts business in all 50 states and Mexico. During the conversation, one thing stood out – simplicity & service. He mentioned that the key to his success was keeping the business simple, being patience when it came to expansion and always focusing on service. Even today, his Web site isn’t flashy and he’s not implementing any fancy marketing and advertising campaigns. His business comes from superior customer service and building a reputation of quality.

No matter where you go and what you do, there is always connections. You never know who you may have a connection with and what the people around you do. However, I would have never known had I not engaged in a conversation. I never would have known had I not asked questions and searched for that common bond.

Additionally, it seems a lot of people and businesses are focusing on the extravagant emerging trends. We’re quick to jump into social media, we’re always looking for the next big idea to separate ourselves and our businesses. During all this, we may be missing opportunities that exist and overlooking the basics of fundamental business. Nothing beats quality work and nothing is a bigger referral source than quality service.

The reason a majority of small businesses are running into barriers is because they are all going to the same location. They’re waiting until the day before Christmas before going out and finding gifts – everyone else has already been there.

What I tell small business owners is that they need to think outside of the box. They also need to have a little skin in the game. Sure, you can throw a little sale. Knock 10% off your product – it’s only devaluing your service. No biggie, right?

Here’s the question you have to ask yourself:

Two roads diverged in a yellow wood,
And sorry I could not travel both
And be one traveler, long I stood
And looked down one as far as I could
To where it bent in the undergrowth.

Then took the other, as just as fair,
And having perhaps the better claim,
Because it was grassy and wanted wear;
Though as for that the passing there
Had worn them really about the same.

And both that morning equally lay
In leaves no step had trodden black.
Oh, I kept the first for another day!
Yet knowing how way leads on to way,
I doubted if I should ever come back.

I shall be telling this with a sigh
Somewhere ages and ages hence:
Two roads diverged in a wood, and I–
I took the one less traveled by,
And that has made all the difference.

* “The Road Not Taken,” Robert Frost

You can go down the road that’s beaten and well traveled and barely make it. Or you can create your own path and focus on innovation and making yourself and your product stand out.

You can surf the traditional job boards, hoping to find that same golden nugget hundreds and thousands of other people are looking for. Or you can do the opposite, get out and network and get your name out there. Again, both may land you a gig, but you have a better chance of standing out by shaking hands.

Want to be innovative and take risks? Here’s a prime example of that – Pink Cow Ice Cream. A perfect example of taking an existing product and standing out from your competition.

It doesn’t take having the newest and coolest product. It doesn’t take having the most extensive resume. What it does take it dedication, passion and the willingness to risk everything.

• Sponsor an event/Attend an event
• Freshen your logo/Freshen your look
• Be willing to fail/Be willing to be uncomfortable
• Create a new need/Create a need for you

What are your recommendations for businesses and individuals to stand out? Or do you think the safe and secure route is the best option?