London is the reason. The be-all, the end-all, everything in-between. Some would argue the capital has become too dominant, with the London economy practically subsidising the rest of the UK. If you’re not in the big smoke, you’ll need to put a lot more effort in to start a fire.

Essentially, most northern towns and cities are often overlooked by those planning to set up businesses, and creative shops in particular. Entrepreneurs, startups and small businesses all opt for the capital in the first instance. They don’t seem to consider the north.

This is a mistake, especially when the region offers a wealth of opportunity that not only matches London, but offers a different slant to doing business, on solutions to problems and on rearing new talent.

Because the north is a cultural hotbed

The Northern Powerhouse initiative has failed to deliver anything of tangible substance thus far, but that doesn’t mean the north should be dismissed. There are so many exciting businesses and creative agencies in the region.

So many digital startups making their mark on the industry; look at Collext, the next-generation, convenience-focused delivery company based in Manchester; and Newcastle’s ProxiSmart, which allows users to access inner-city parking free of charge when making qualifying purchases in participating shops.

These are ideas that have the potential, the spark, the ingenuity, to make a go of things on the world stage.

The north brings a splash of difference, colour, to the party. Each one of its regional centres – Manchester, Newcastle, Liverpool etc – all offer a unique take, on life, on everything. We have John Cooper Clarke, the Beatles, Oasis, Jessica Ennis-Hill and, lest we forget, we dominate the football honors list, a token London club upsetting the apple cart once every five years or so.

The region’s creative tapestry is so rich, so broad - businesses could do well to make the most of northern ingenuity.

And big business is really starting to take notice

Late last year, Google opened its Digital Garage in Manchester. The installation was initially open for seven days a week in its first year - the first Digital Garage to be given the full twelve months from the get-go.

Offering free courses ranging from beginner to intermediate, the initiative aims to get over 100,000 people into digital in the next three years. It’s a massive boost from one of the world’s biggest names, and resounding proof that you can have a career in digital outside of London - you might just need a boost from the right people.

This is case in point with Channel 4, too. At the time of writing, no decision has been made, but the broadcasting behemoth could possibly be setting up a hub in Sheffield, which the city’s economic development arm claims would be worth around £1.4 billion to its economy over the next fifteen years, and would generate nearly 7,500 jobs.

That’s not loose change. That’s not an afterthought. That’s a household name potentially  throwing its weight behind the north.

Somebody needs to

Manchester is a fine digital and creative multimedia powerhouse. It has a massive stable of talent that’s been realised without the Northern Powerhouse’s help. There doesn’t seem to be any clear direction when it comes to the Powerhouse; it’s become a style over substance affair, referenced only when it suits the government’s agenda.

And that does industry above the M25 a real disservice. Both on an agency and client level, non-London - and, in particular, northern - creative offers a broad range of services and ideas that you just don’t get anywhere else.

Each of the northern powers have their own personalities, their own strengths, their own unique indiosincricites that make them attractive to new and established names.

You can be yourself. Because while London does offer an incredible amount of opportunity, it can be cut-throat. It can be expensive, and with surrounding Southern areas trying to emulate the London approach, there can even be more competition, less room for error, less time to grow.

Rather than try to fit in with London life, SMEs, startups and entrepreneurs could do well to bring business a little further north for a fraction of the cost. Once established, a step up to London might be on the cards - it makes sense to be a big fish in a little pond before swimming upstream, right?

But even then, the ‘London or bust’ mentality is crumbling by the day - it’s certainly bigger, but that doesn’t mean it’s better. Google’s already given the north its stamp of approval - it’s only a matter of time before more big names follow suit.

David Sawyer is regional director at OLIVER and managing director at OLIVER Healthcare.