How to Stand Out in Business: A Lesson from a Biscuit Bakery

Have you ever wondered what it actually takes to stand out in business today? Not just get seen—but remembered. In a world full of templated messages, automated outreach, and predictable marketing, most businesses blend into the background. But every now and then, someone does something different. Something simple, but effective. And it cuts through everything.

Two weeks ago, I saw a LinkedIn post from Tarek Ahmed. He had received a surprise box of biscuits from someone he didn’t know. That alone was enough to make me pause. It was unusual. It sparked curiosity. I commented on the post, and that’s when things got interesting.

The Power of Unique Gestures

What made that moment work wasn’t the biscuits. It was the thought behind them. In a world where most people default to generic outreach, this felt intentional. It felt human. It created intrigue.

Connecting with the Person Behind It

Shortly after I commented, I received a connection request from Saskia Roskam—the person behind the gesture. She had deliberately reached out to people engaging with the post. Simple. Smart. Targeted. Instead of blasting messages to cold audiences, she leaned into an existing conversation and built from there.

As the founder of a biscuit bakery in Leeds, she wasn’t just selling a product. She was creating an experience. Something memorable.

The Offer That Removed Friction

Not long after connecting, Saskia offered to send me some biscuits. No pressure. No pitch. Just an offer. That move alone turned her product into a lead magnet. When they arrived, the packaging was thoughtful, and the message was personalised. My name was on it. It wasn’t mass-produced. It felt considered. That small detail made a big impact.

Leveraging Social Media for Microinfluence

What Saskia did isn’t new in principle. Giving away samples has been around forever. But the execution is what made it effective. She combined a timeless tactic with a modern channel.

Standing Out in a Sea of Noise

Every day, inboxes are filled with pitches. Templates. Automated follow-ups. Most of them are ignored because they feel the same. Saskia’s approach worked because it didn’t feel like marketing. It felt like effort. It felt personal. That’s what made it cut through.

And the same rule applies to your business. If your approach looks like everyone else’s, it will be treated the same way—ignored.

Lessons for Every Business

There are a few clear takeaways here. First, uniqueness matters. You don’t need to be louder—you need to be different. Second, personalisation matters. Small details create lasting impressions. Third, context matters. She didn’t reach out randomly—she built on existing engagement. And finally, effort matters. The more thought you put into how you show up, the more people remember you.

Want to Learn More?

If you want to understand how to turn attention into real conversations and ultimately into sales, I share this process inside my LinkedIn Client Accelerator. It’s the same framework over 100 businesses are using to convert consistently. Just comment or DM “I like biscuits too!” and I’ll walk you through it.

Final Thoughts

Standing out isn’t about doing more. It’s about doing something different enough to be remembered. In a world full of automation, being human is an advantage. Saskia didn’t reinvent marketing—she simply applied effort where others don’t. And that’s why it worked. So the question is simple: what will you do differently today to be remembered tomorrow?

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