There are a lot of brands I admire, but few have shaped the beauty landscape the way I believe Fenty has. Rihanna doesn’t just create makeup and lingerie. She created a movement around belonging. That’s something I’ve always believed great brands do. They make people feel seen.  

## Diversity That Redefined Beauty 

When Fenty Beauty launched with 40 shades of foundation, it wasn’t the standard product release for a cosmetic company. It was a cultural shift. I remember watching the campaign and thinking, finally. I had spent years in marketing, studying how brands spoke to their audiences, but this one felt different. 

It wasn’t about checking boxes. It was about authenticity. Every shade, every model, every visual said, “you belong here.” And it worked. The Fenty Effect became real. Suddenly, every major cosmetics line was trying to match that level of inclusivity. 

That moment proved something I’ve always regarded as important. Diversity is not a marketing tactic. It’s leadership.  

## Branding That Builds Emotion 

Fenty’s branding is among the best I’ve ever seen. It’s bold, but minimal. Luxurious, yet approachable. It knows exactly who it’s speaking to.  

The first time I held a Fenty product, I noticed how it felt in my hand. Sleek. Magnetic. Thoughtful. The packaging design wasn’t trying to impress. It was simply impressive. That quiet confidence is something I try to bring to every creative direction I lead.  

And then, there was the Super Bowl ad with the footballs in every skin tone. I smiled when I saw it. A simple idea with a powerful message. It said everything Fenty stands for in a single image: everyone is included. That’s the mark of great branding. When one visual asset can tell your entire story. 

![fenty-graphic_1.png](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cmi7sj0d57qk20dmx7nvxkg97) 

## Empowerment Through Expression 

Fenty stands for something more than just looking good. It’s about feeling powerful in your own skin. Savage x Fenty carried that idea into fashion, with runway shows that made inclusivity feel alive. I remember watching one and getting goosebumps. Models of every body type, gender, and background walking with total confidence.  

That’s what I love most about Rihanna’s approach. She doesn’t just talk the talk; she walks the walk. She created space for people to see themselves as art. As someone who works in branding, that kind of emotional storytelling is unforgettable.  

## Building a Legacy of Confidence 

Fenty is so much more than a brand. It’s a blueprint. Rihanna built it in partnership with LVMH, proving that ownership and collaboration can coexist with purpose. Every move feels intentional. She saw gaps in the market where people weren’t represented and filled them with confidence, creativity, and care.  

When I think about the kind of stories I want to tell through marketing, I think of Fenty. It proves that the future of beauty is not about perfection. It’s about presence.  

Rihanna gave people permission to take up space through Fenty, and that’s a powerful message.

How Fenty Turned Representation into a Global Brand Movement

I’ve always believed that the strongest brands don’t just sell products. They change how we see the world. They turn something ordinary into something iconic. In recent years, the brand that sticks out for this most in my mind is SKIMS.  

For years, shapewear was something women kept secret. It was the unspoken part of every great evening out. You knew it was there, but no one talked about it. SKIMS turned that secret into confidence.  

## Hidden Layers Turn to Everyday Confidence 

I remember when shapewear felt like a quiet ritual. It was the extra effort that helped you feel more put together before stepping out. Everyone had that one piece tucked away.  

But SKIMS flipped the script. You can wear their pieces under an evening gown or with your favorite jeans and still feel comfortable and confident. There’s no need to hide it. That shift in perception is what I find so powerful.  

Their campaigns are real, inclusive, and unfiltered. They don’t sell perfection. *They sell permission.* Permission to feel good in your body, whatever your size, shape, or outfit.  

## From Shapewear to Sportswear 

As a marketer, I admire how SKIMS evolved from essentials to everyday wear, then into completely new spaces. The partnership with the NBA and WNBA was a bold move that worked beautifully.  

Seeing athletes like Shai Gilgeous-Alexander and Nick Bosa wearing SKIMS was more than a campaign moment. It was a cultural statement. Comfort and confidence are not gendered.  

When WNBA players began wearing SKIMS, it was the same story. These women represent power, performance, and professionalism. SKIMS celebrated that energy by giving them apparel that feels just as strong as it looks.  

## When SKIMS Met Nike 

When I first saw the Nike x SKIMS collab, I smiled. It just made sense.  

Cofounder and Chief Creative Officer, Kim Kardashian, described it as bringing “Nike’s innovation with the SKIMS aesthetic,” and I couldn’t agree more. That one line captures the beauty of the partnership. It’s the perfect intersection of performance and confidence, function, and form.  

I love what this brand symbolizes. Ten years ago, few would have imagined a shapewear brand sharing the same stage as one of the biggest names in athletic performance. Yet here we are, watching SKIMS become part of the athletic narrative. That tells me something powerful about how far the definition of strength has evolved.  

To me, this partnership goes beyond apparel. It represents a mindset shift. That athleticism can look like different body types, different stories, and different expressions of confidence. It’s not just who runs the fastest or jumps the highest anymore. It’s about how people feel in their own skin while they do it.  

That’s what great branding does. It opens doors, reframes perspectives, and shapes (no pun intended) how people experience the world.  

![CMOC_skims-blog-graphic.png](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cmhny2niqjnzt09lqv2ar99if)

## Crossing Genres Like Great Artists 

Watching SKIMS expand reminds me of what happens in music. Some of the best artists start in one genre and then cross over without losing their identity.  

Take Beyonce for example. She moved from R&B to pop, then country and dance, yet her message of empowerment has never changed. Even Taylor Swift shifted from country to pop to indie folk, and her storytelling still connects across every genre.  

SKIMS did the same, but in fashion. They started as shapewear. Now they are in loungewear, menswear, and performance apparel. They broke the boundary from secret to statement. People of all genders and ages now wear their products without hesitation.  

## Bold Campaigns That Spark Conversations 

One of the elements that stands out to me most about SKIMS is how fearlessly they start conversations that others might avoid. Their campaigns are bold, funny, and unapologetically real.  

When I first saw the Nipple Bra campaign, I didn’t believe it was real, but then I thought about how powerful it actually was. It was bold, funny, and deeply strategic. It grabbed headlines and started real conversations about body image and confidence. But it wasn’t just a clever product launch. It was a statement about what it means to have a body and not have to hide it. It made people talk, yes, but more importantly, it made people think. About comfort, confidence, and the way we’ve been taught to present ourselves.  

Then came the Faux Hair Micro String Thong. It was a campaign that seemed to be designed to shock, but beneath the humor was something deeper. It highlighted the very things many have been told to cover up and smooth out or remove. SKIMS took those “flaws” and reframed them as something natural, even beautiful.  

SKIMS knows how to spark curiosity while staying true to its message. Every attention-grabbing idea ties back to the brand’s core: confidence, inclusion, and innovation.  

## Why SKIMS Inspires Me 

I admire SKIMS for being fearless in their storytelling.  

As a woman, I commend them for taking something we once hid and turning it into something we celebrate.  

And as someone who believes in breaking boundaries, I see SKIMS as a reminder that real progress happens when brands lead cultural conversations instead of following them.  

They turned shapewear into empowerment. They made the invisible visible. And they did it with confidence.  

SKIMS: Breaking Boundaries and Redefining “Normal”

There’s a special kind of courage in being a solopreneur. 

They carry their business in their hands. Every [appointment](https://www.vagaro.com/pro), every interaction, every decision is made by only them. Solopreneurs aren’t waiting for an opportunity to knock. They’re out there building the door themselves. 

Watching them work reminds me why I fell in love with this industry in the first place. I’ve met so many independent professionals who started with little more than a single chair, a borrowed space, and a dream. Yet somehow, they built thriving businesses that now inspire others to take the leap too. It’s this kind of courage and creativity that defines our industry. 

![088-Beauty-IndustryOnMain-01132025.jpg](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cmh26vpqb4n3007loutqadw42)

## Building from Scratch

Starting something from the ground up is one of the hardest and bravest things a person can do. 

I’ve had countless conversations with solopreneurs who began with nothing but their license, their skill, and a determination to make it work. They prove that independence is not about doing everything alone. It’s about having the drive to start, even when the path forward is uncertain.

I’ve seen them balance their craft with marketing, finances, scheduling, and client care, usually after long days when most people would have already gone home. They build their business one service at a time, fueled by resilience and an unwavering belief in their purpose. That takes more than skill. It takes heart. 

## Clarity as a Compass

In my book, *[What Are You KNOWN For](https://www.amazon.com/dp/B0FNRBMLQS?ref=cm_sw_r_ffobk_cp_ud_dp_2BQVAVD43824P1H0PGVF&ref_=cm_sw_r_ffobk_cp_ud_dp_2BQVAVD43824P1H0PGVF&social_share=cm_sw_r_ffobk_cp_ud_dp_2BQVAVD43824P1H0PGVF&bestFormat=true)*, I talk about how powerful it is to operate from clarity. Clarity means knowing what you offer, who you serve, and why it matters. 
Solopreneurs live this truth every day. Their brands aren’t built in boardrooms or through committees. They’re built through moments. Through the trust they earn, the services they deliver, and the consistency they show, even when no one else is watching. 

I’ve seen it in the way an esthetician remembers a client’s skin concerns from months ago, or how a fitness instructor checks in with someone who missed class. They don’t just create services; they create personal connections. Their work is an extension of who they are. And that’s what makes it so powerful. 

![Beauty-HouseOfTinu-068.jpg](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cmh2705ku4rxt07loadvge32l)

## The Many Faces of Independence

Not all solopreneurs look the same. Some rent a chair in a busy salon. Others lease a private suite to give clients a more personal experience. Some work from home studios, while others travel directly to clients. Each one operates differently, but they share the same entrepreneurial spirit: ownership, adaptability, and pride in their craft. 

I’ve met booth renters who have transformed a single station into a full-fledged brand, complete with loyal clients and signature styles. I’ve spoken with suite owners who created spaces that reflect their personality down to the paint color and playlist. 

What I love most is that there is no single path. Each journey looks different, yet each one represents freedom and the courage to define success on their own terms. 

## The Weight and Freedom of Independence

Being a solopreneur means every hat fits the same head. They’re the visionary, the technician, the marketer, the problem-solver, and the face of the brand… all before lunchtime. 

I know how heavy that can feel. Running a business comes with constant trade-offs and moments of doubt. But I have also seen how empowering it can be. Independence gives them freedom, not just to choose their hours or clients, but to build a life that aligns with their personal values. 

Some solopreneurs I know measure success by the number of clients they see each week. Others measure it by the time they get to spend with family or the creative control they have over their work. What unites them is the courage to build something that reflects who they are, not who someone else told them to be. 

## Support That Empowers

While I know solopros have their hands on every aspect of their business, running it alone doesn’t mean doing everything manually. Solopreneurs thrive when they have systems that simplify their day and help them stay organized. I’ve heard from countless independent pros who tell me how a streamlined process changed everything for them.

Being able to manage appointments, payments, and marketing in one place gave them back hours they didn’t realize they were losing. That’s why I do what I do at [Vagaro](https://www.vagaro.com/pro).

When technology works the way it should, it becomes an invisible partner. It manages the details, streamlines the workload, and gives back time that can be spent on growth, rest, or creativity. 

I don’t think it's about replacing effort, but rather it’s about protecting the energy that makes the client experience exceptional. 

## The Heartbeat of the Industry

Solopreneurs remind me that success doesn’t come from having the biggest team or the loudest brand. It comes from consistency, courage, and care. 

They are the heartbeat of this industry: adaptable, resourceful, and endlessly passionate. And while they may work alone, they are never alone in spirit. Their influence reaches far beyond their studios and salons. It’s felt in every client who leaves feeling seen, confident, and transformed. 

Every time I speak with an independent business owner, I’m reminded of what makes this industry so special. It’s so much more than just artistry or innovation. It’s the people. It’s the solopreneurs who had the courage to start small and persistence to keep going. 

That’s the kind of impact that lasts. That’s what it means to be known. 

The Heartbeat of an Industry: Celebrating Solopreneurs

When I think about companies that go above and beyond profit and put their heart into this industry, SalonCentric immediately comes to my mind. I admire the way they’ve authentically integrated industry experts into the space, not just as faces on a poster, but as voices and mentors that professionals can learn from. I see that as a sign of true leadership in our industry.  

I’ve always believed that authenticity is the foundation of trust. And when I see the way SalonCentric connects with professionals, I feel like they’re setting the standard for what it means to show up for people, not just for sales.  

## Education As Their Way of Giving Back 

For me, what stands out most is how much they invest in education. I see the way they treat education as a form of giving back, and that resonates with me deeply. This isn’t the kind of learning you get in cosmetology school. It’s specialty classes, hands-on training, and real-world mentorship that elevate professionals way beyond the basics.  

I’ve watched professionals leave their programs with not just knowledge, but serious confidence. I think that makes all the difference. I respect that SalonCentric doesn’t see education as an add-on. They see it as core to their mission.  

## A Presence That Inspires 

I’ve seen their presence at tradeshows, and it always inspires me. When I walk through the floor, SalonCentric isn’t just there with a booth; they’re showing professionals how to use products, how to master techniques, and how to take their careers to the next level.  

I’ve felt that energy in the crowd and I know I’m not the only one. For me, that’s the ultimate statement: they care about more than just moving product. They’re focused on moving the industry forward. That’s something I connect with on a personal level.  

## Partnering with Educators Who Care 

When I look at the educators they choose to work with, I see how intentional they are. John Mosley, for example, is someone I’ve long admired. He’s an educator for SalonCentric, but also for brands like Andis and Vagaro. His voice is grounded in mentorship and empowerment.  

As John often says, “We are more than what our licenses are.” I think about that line often, because it captures exactly why education matters so much in this industry. I believe we have a responsibility to invest in people beyond the bare minimum. And I see SalonCentric living that value.  

## Why Education Matters to Me 

I know from countless conversations with business owners that lack of education is one of the biggest challenges they face. I hear it all the time: stylists enter the workforce but don’t always have access to the advanced training they need to thrive.  

I feel that point deeply, which is why I’m always looking for ways to be a vehicle for our business owners at Vagaro. I want to make sure they’re getting more than just software, but also the tools and resources that set them up for long-term success.  

That’s why I appreciate SalonCentric so much. I see them working toward the same goal: lifting the entire ecosystem by empowering professionals with education.  


![CMOs-corner_saloncentric_article.png](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cmffmh5vn6b5j07n37w5eow0l)

## The Heart Behind the Work 

I always tell people that at the end of the day, software is software. Yes, [Vagaro](https://www.vagaro.com/pro) is amazing software and I’m proud of how we continue to innovate. But beyond the product itself, what ultimately drives me is making sure business owners can thrive.  

That’s why I connect emotionally with companies like SalonCentric. I feel inspired by their commitment to helping people succeed, because I know how hard this industry can be without that kind of support.  

## Why I’ll Always Admire SalonCentric 

At its core, [SalonCentric](https://www.saloncentric.com/) is showing us what it looks like when a company cares about more than profits. They’re proving that if you invest in education, mentorship, and community, you build an industry that lasts.  

I commend them for that, and I’ll always celebrate the work they’re doing to help beauty professionals thrive. Not only today, but for generations to come.   

SalonCentric: Leading with Authenticity and Education

When you’ve been in the beauty industry long enough, you start to see who’s really moving the needle. When I say moving the needle, I don’t only mean when it comes to artistry (because there’s a lot of talent out there), but I also mean with the heart. For me, TONI&GUY is one of those rare leaders that makes me stop and say: *this is what it looks like to give back to an industry you truly love*.  

The reality is that traditional cosmetology schools primarily prepare students for an exam that was created in 1935 rather than for the actual demands of working in a modern salon. TONI&GUY set out to change that.  

## Fixing Beauty Education 

When I asked Zak Moscolo, CEO of TONI&GUY, about his vision, he told me he doesn’t want cosmetology to be treated like a hobby elective. He wanted to solve the ultimate question of: “How can we equip young people with real skills that create a pathway straight from high school into a reputable, sustainable career?”   

I admire the fact that he took real, concrete steps to put it into action. After speaking with superintendents of local schools, he was able to push to elevate cosmetology programs in high school - to the point that it’s now one of the top three programs taught in public schools in the area. That’s a complete gamechanger.  

## Creating Salon-Ready Professionals 

When I talk to salon owners, I hear time and time again that they’re eager to hire, but so many applicants don’t have the hands-on experience to step right up to a chair. That’s where TONI&GUY really stands out to me. Their education program bridges the gap by producing salon-ready professionals at a time when salons everywhere are struggling to hire because of lack of experience.  

According to the U.S. Bureau of Labor Statistics, employment for hairstylists, barbers, and cosmetologists is projected to grow 7% through 2033 (faster than most careers). TONI&GUY’s CTE/ISD program is directly helping to solve that workforce demand.  

## Expanding Nationwide 

What excites me most is how quickly this program is growing. Today, the program is active across eight high school districts from Texas to Pennsylvania, with plans to open 50 new locations across the U.S. next year.  

I hear from salon owners all the time that they’re eager to hire, but new graduates often struggle to transition smoothly from the classroom into the salon. It can feel like a trial by fire, and that pressure makes it difficult for both the business and the new stylist. That’s why I think TONI&GUY’s program is so powerful. Each graduate leaves not only with tools and techniques, but with the confidence and preparation to step into a salon and start contributing right away. That’s a win for the students, salons, and ultimately for the entire industry.  

![CMOs-Corner_tony-guy_article.png](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cmf47ng90mfrp07lkbkah4g54)

## Supporting Stylists Beyond the Chair 

But they’re not stopping there. TONI&GUY is addressing another gap in the industry: healthcare. They’re offering an affordable membership plan that makes insurance accessible for students and hairdressers entering the industry.  

I can’t tell you how often I hear this concern when speaking with professionals across beauty and wellness. Lack of access to healthcare is one of the biggest unfilled gaps and one of the hardest realities for people in this industry. It’s something that keeps coming up in my conversations with stylists, salon owners, and educators. For a space where benefits have historically been lacking, this is huge. 

The way I see it, addressing healthcare isn’t just about supporting individual stylists, but more about the survivability of the industry as a whole.  

As Joshua Marzioli, President of TONI&GUY, explained: “This is a key employment retention strategy for salons. It’s the last missing piece.”  

Without solutions like this, we risk losing incredible talent to other fields that can offer stability and benefits. By stepping into this space, TONI&GUY is helping make beauty and wellness sustainable, long-term career path.  

## Building a Full Ecosystem 

TONI&GUY is taking a holistic approach by building a remarkable mind, body, and soul full-circle concept. Between their CTE/ISD education program, healthcare partnerships, salon franchising, and even a new product line, they’re creating a complete ecosystem for beauty professionals to thrive.  

I’ve had the chance to see firsthand how these pieces come together, and I’m constantly impressed by how intentional they are in addressing every stage of a stylist’s journey. I truly believe this kind of full-circle approach is exactly what the industry needs right now to retain talent and set new pros up for long-term success.  

Or as Zak put it best, “We’re continuing the legacy of turnkey operations inside of ISD high schools. It’s the synergy of brands combined to create something new.” 

## Why I’ll Always Admire Them 

At its core, TONI&GUY is still that cool brand people turn to for inspiration and motivation. But today, they’re also the ones leading and shepherding the way the industry needs. They’re showing us that if you invest in education, sustainability, and people, you upgrade not just careers but the entire industry.  

That’s why I admire them, and why I’ll always cheer on the work they’re doing to make sure beauty professionals can thrive today, tomorrow, and for generations to come.  

TONI&GUY’s Big Bet on Education, Healthcare and the Next Wave of Stylists

While running a fully robust marketing organization for a company like Vagaro, I’ve had a front-row seat to the hustle, passion, and brilliance of beauty, wellness, and fitness professionals. I’ve seen pros master their craft; whether it’s perfecting the fade, the facial, or finding the right wellness combination for their clients, to then only struggle with one key piece: getting noticed.

That’s why our motto, Get Found. Get Booked. Get Paid, means so much to me. It’s not just a slogan. It’s a roadmap I’ve watched transform real businesses run by real people. I’ve had conversations with so many professionals who offer an incredible service but aren’t sure how to grow beyond word-of-mouth. I’ve been there to see the “lightbulb moments” when they realize the right tools can change everything. 

## Get Found. 

I've witnessed countless professionals put their heart into their work but hit a wall when it came to visibility. “If only more people knew this existed,” is something I hear all the time. And I get it. Your talent should be the headline, not your struggle to be seen.

That’s why I’m so proud of what we’ve built with Vagaro. Our Marketplace and listings aren’t just checkboxes on a feature list, they're game-changers. Imagine being visible on Google and Apple Maps without lifting a finger. I’ve seen pros go from near invisible to fully booked just by having a consistent presence in the right places.

I sometimes think back to one lash tech I met who had just moved to a new city. She told me Vagaro’s Marketplace helped her find her first local clients within a week. That’s the power of showing up in high-traffic, high-trust spaces.

And the stats back it up. Many studies, including recent Adobe research, show it takes 5–7 brand touches before someone remembers you, and consistent branding can increase revenue by 23%. When I hear those numbers, I don’t just nod, I think of all the beauty pros who finally get the visibility they deserve because we’ve given them the digital storefront they need.

Trust plays a big role in this process, too. A recent study by Edelmen revealed 81% of consumers need to trust a brand before they even consider buying from it.

So, maintaining this kind of presence matters. Strong brand visibility leads to stronger recognition. As someone who’s spent years in brand marketing, I can tell you; showing up where your clients are looking is everything. And I’m proud that Vagaro helps you do that beautifully and effortlessly.

## Get Booked. 

I’m a big believer in convenience. I know that our business owners are too, and their clients just as well. I’ve seen firsthand how friction in the booking process kills momentum. Someone’s excited to book… but then they have to call, or wait for a DM response, or click through a confusing link. That’s when you lose them.

Vagaro changes that. I’ve had pros tell me their schedules started filling up once they switched to 24/7 online booking. One nail artist I spoke with laughed and said, “It’s so interesting seeing what times people book me at now. Midnight, even past midnight. But I love waking up to a full day!”

And I’m not surprised. Zippia found that 40% of appointments are booked outside business hours. That stat hits home every time I think about how our tools work like a second set of hands, keeping the business running even when you’re off the clock.

Plus, I’ve seen the impact of automated reminders and deposits. No-shows used to be a major frustration for the pros we work with. But when they start to use these features, they experience a visible shift; less stress, fewer gaps in the schedule, and more confidence in running a business. It’s not just about helping clients book, it’s about making sure your time is respected and protected.

Interestingly enough, our CEO has told me the story many times about how his sister-in-law - who was a hairdresser herself and played a huge role in giving feedback during the development of Vagaro in the very beginning – would talk about getting home from the salon, but still having a full evening of more work before she was able to finally go to bed.

Why? She was constantly communicating with clients and scheduling them manually, catching up on bookings that she wasn’t able to get to while she was actually servicing clients throughout the day. How exhausting!

## Get Paid. 

I’ve met so many brilliant, hard-working professionals who light up when they talk about their craft… but become a bit less enthusiastic when the topic shifts to money. There’s still a lot of fear and hesitation around the financial side of running a business.

This part is near and dear to my heart, because I’ve seen how much it matters. Getting paid should feel empowering, not confusing or stressful. That’s why we’ve built tools that handle everything from contactless payments to memberships to no-show fees. Because when your financial systems are solid, you can focus on your passion.

I remember chatting with a massage therapist who had been tracking payments manually for years. After switching to Vagaro, she said, “I finally feel like I run a real business.” That stuck with me.

Our Instant Payout feature means you don’t have to wait to access your earnings. And with the growing demand for flexible payment methods, especially from Gen Z and Millennial clients and professionals alike, we’re always trying to stay one step ahead.

NerdWallet reported that people who use contactless payments tend to spend 15–20% more per transaction. That’s something I keep in mind when thinking about how to build systems that not only support our pros, but help them grow.

We’ve also made it easier for professionals to build the kind of financial track record that opens doors to capital and expansion. I've personally seen businesses unlock Vagaro Capital’s revenue-based financing because they had clean, consistent transaction histories. That’s real power, made simple. 

![1750234488328.png](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cmc251tbutyhm07n3o1dh98jg)

## A Platform with Purpose 

When I say, “*Get Found. Get Booked. Get Paid*,” I mean it. Not just as a marketer, but as someone who’s watched these words change the trajectory of careers.

This promise is woven into everything we do. It’s not about pushing software. It’s about building systems that lift people up. I’ve seen businesses go from side hustle to full-time dreams, from overwhelmed to organized, from invisible to in-demand.

We’re genuinely focused on making it easier for you to succeed. Because when you win, we all do.

So yes, it’s a motto. But it’s also a mission. One I’m proud to stand behind every single day.

With you for every step, 

Charity Hudnall

Our Promise: Get Found. Get Booked. Get Paid. 

In the world of beauty and wellness, every professional’s journey is unique. But one thing remains constant: Movement. Growth. Change. Transformation.

That’s what “For Every Step” means to me. It’s not just a tagline, it’s a reflection of how careers unfold in this industry, and how we, at Vagaro, aim to show up along the way.

When we created this message, we weren’t focused on slogans. We were thinking about the real people behind the businesses. The new esthetician stepping into their first treatment room. The stylist unlocking the door to their very first salon. The medspa owner balancing leadership across locations and teams.

Each one is in a different season of business, but each is building something meaningful and deeply personal.

I remember imagining that new stylist, a fresh pair of new scissors, feeling a mix of nerves and excitement before booking their very first client. In those early days, what matters most isn’t complexity. It’s confidence. You need something that just works, something reliable.

That’s why Vagaro was built to deliver on the essentials: easy scheduling, simple payment processing, appointment reminders, a free marketplace, even AI-enhanced service descriptions. The tools don’t need to be flashy. They need to be effective. That’s what step one looks like.

As time goes on, the needs evolve. That same stylist might be fully booked, hiring team members, expanding services, maybe opening a second location. Their goals are growing and so are their challenges. But what I love is that they’re still on Vagaro. No need to switch systems or start over.

Our platform is designed to evolve alongside beauty and wellness businesses. Features like payroll, inventory, and multi-calendar management integrate into the same space where our customers booked their first client appointment. We built it that way on purpose, to support their ambition, not slow it down.

And for those who scale even further, running multi-location operations, leading large teams, managing revenue across cities, we’ve built an infrastructure that can support that level of success too. With multi-location booking, team and revenue dashboards, and even financial options through Vagaro Capital, the tools stay intuitive even as the business becomes more complex.

Because we’ve seen what’s possible when beauty and wellness professionals are free to lead without limits.

“For Every Step” was never meant to be a marketing phrase. It’s a promise. A belief that success isn’t a straight line. It’s made of seasons, milestones, reinvention, and resilience.

Wherever our businesses are in their journey, we want to be there. Not to take credit, but to offer real support. Growth isn’t just a goal. It’s a journey and we want to be there, "For Every Step".

What ‘For Every Step’ Actually Means

Do you remember when we used to say, “surfing the web”? Or when it was novel to announce that you were “going online”? It feels almost ancient now, like dial-up tones or renting movies on VHS. The internet isn’t a thing we acknowledge anymore—it just is. 

And that’s exactly what will happen with AI.  

Back in the dot-com era, the internet was a wild concept for businesses. Advertising was just beginning to shift from print and TV to banner ads and email blasts. Pop-ups were cutting edge and sometimes considered endlessly annoying. Communication evolved from formal letters and phone calls to instant messages and early email chains with subject lines like “FW: FW: FW: hilarious :D!” Even the language we used was affected; “going online,” “e-business,” and “cyberspace” were all part of the lexicon. But over time, what started as a novelty became second nature. Brands stopped asking if they needed a website and started competing on how fast, smart, and seamless their digital experience could be. The internet transformed from a tool into the infrastructure of modern business—powering connection, commerce, and communication.  

And that shift we saw is exactly what will happen with AI. 

 

Artificial intelligence is having its moment right now. It’s the buzzword in boardrooms, the headliner in tech conferences, and the “game-changer” in every industry. But eventually, AI won’t be something we talk about. It will simply be the way we do business. The same way we don’t marvel at electricity every time we flip a switch, AI will seamlessly power our businesses, our experiences, and our daily lives without a second thought.  

## AI Today: The Cool Add-On 

At this stage, AI is a powerful tool, but we still see it as a novelty in many ways. A hairdryer that “integrates AI” sounds innovative, but do you need it? Maybe not. But what if it could recognize your hair type, adjust heat levels automatically, and stop when your hair is perfectly dry? Suddenly, it’s not just an add-on—it’s essential.  

This is where we are now. Businesses are asking, “How can AI enhance what we already have?” Whether it’s smarter automation, predictive analytics, or AI-powered customer interaction, we’re in the enhancement phase. We’re making existing systems more efficient, more intuitive, and more capable.  

AI is starting to power industries in ways we never imagined. In the skincare world, it can now analyze a client’s skin in real-time and recommend treatments. In fitness, AI-driven apps adjust workouts based on biometric feedback. In wellness, AI is creating hyper-personalized experiences, from stress-level tracking to guided meditation tailored to your needs. These applications aren’t futuristic; they’re happening now. 

![ai-future.png](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cm9bmvw9y42je07mv47bfrpv1)

## AI Tomorrow: The Invisible Power 

Fast forward a few years, and AI won’t just be an enhancement—it will be the foundation. We don’t ask if our apps or software are “internet powered.” They just are. The same will be true for AI.  

At Vagaro, we see AI moving in this direction. It’s already automating scheduling, personalizing client interactions, and creating marketing emails for businesses. We’re offering Vagaro AI to enhance service descriptions, business biographies, and email campaigns, so business owners don’t have to spend time on something that feels time consuming for them. But soon, AI will become even more integrated—predicting demand, streamlining operations, and making real-time decisions that drive business success without requiring constant human intervention.  

For beauty, wellness, and fitness businesses, this means a world where AI doesn’t help—it handles. Imagine a salon where AI optimizes your bookings based on client preferences and stylist availability, or a fitness studio where AI personalizes each client’s workout schedule based on real-time progress.  

It won’t stop there. AI will soon anticipate what your business needs before you even recognize it. It will predict future inventory shortages and auto-replenish supplies, much like Vagaro Purchase Orders, but in advance. It will analyze market trends and alert you to emerging service demands. It will even refine pricing dynamically, ensuring optimal profitability based on real-time consumer behavior. AI won’t be an assistant. It will be an operational partner. 

## The Future is Already Here—Are You Ready? 

The transition from “AI as a tool” to “AI as the backbone of business” is happening faster than we realize. The businesses that embrace this shift early will be the ones leading their industries tomorrow.  

At Vagaro, we’re not just looking at how AI can improve what we have...we’re thinking about how it can power everything in the future. Just like the internet, AI will soon be so deeply embedded into our lives that we won’t even think about it. It will just be the way things work. 

So, does anyone call it the “internet” anymore? Nope. And soon, we won’t be calling it “AI” either. It will just be. 

The only question is—are you ready for it? 

Does Anyone Call it the ‘Internet’ Anymore?

Friction in an economic context refers to barriers, constraints, or disruptions that affect the availability of goods or services. In the beauty and wellness industry, this can look like supply or ingredient shortages, regulatory changes, or shifts in consumer perception. One intriguing aspect of friction is its ability to drive demand, when something is perceived as scarce or at risk of disappearing, its value can skyrocket.

So, this raises the question, does friction create value? If something becomes harder to obtain, whether it’s a beloved social media platform like TikTok or a game changing blow dryer like Dyson Airwrap, does it become more desirable? The answer, in many cases, is yes.

## The Economics of Scarcity
The basic principle of supply and demand suggests that when a product becomes scarce, its perceived value increases. If a key ingredient in lipstick were suddenly difficult to source, the resulting shortage would likely lead to higher prices. Consumers might panic and buy their favorite shades, beauty influencers could amplify demand by hyping up the last remaining stock, and the product would gain an air of exclusivity.

Psychologically speaking, scarcity fuels desire and consumers will associate rarity with prestige and quality. When a product is harder to obtain, it triggers a sense of urgency, compelling people to act fast before it’s gone. This is why limited-edition product drops, waiting lists, and VIP only releases are such powerful tools in marketing.

## The TikTok Effect Represents How Uncertainty Fuels Demand
A recent example of scarcity driven demand is TikTok’s potential ban, which created a paradoxical reaction. On one hand, it drove engagement, but on the other, it pushed some users toward alternative platforms. As lawmakers debated restrictions on the app, millions of users rushed to consume and create content, afraid that their favorite platform could disappear overnight. This urgency mimicked the “last chance” effect, where people act impulsively to secure something before it’s gone.

The platform became a rallying point, reinforcing its importance in digital culture and the mere possibility of TikTok’s removal intensified its cultural significance.

![2 (1).png](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cm8rjc4h191zh06mvmv69ly5i)

On the other hand, friction doesn’t always result in higher demand, sometimes, it fractures it. The uncertainty surrounding TikTok’s future led some creators and businesses to diversify their social media presence, exploring other platforms to avoid relying heavily on a single app. While TikTok’s potential ban increased engagement, the long term impact depended on whether it could stabilize its position.

## Luxury Goods & Artificial Scarcity
High end brands will sometimes manufacture scarcity to create exclusivity. The harder an item is to obtain; the more consumers want it. 

Take Hermès handbags, particularly the Birkin. Customers can’t simply walk into a store and purchase one; they need to cultivate a relationship with the brand by spending significant sums on other Hermès products before being offered the opportunity to buy a Birkin handbag.

This artificial scarcity drives demand to extraordinary levels. The result? Secondhand Birkin bags often sell for double or triple their retail price, and owning one is seen as a status symbol. Exclusivity transforms the product into an aspirational luxury, proving that scarcity whether real or manufactured can be a powerful demand driver.

## How Friction Fueled Unprecedented Demand, the Dyson Airwrap Example
In the beauty world, Dyson Airwrap became one of the most coveted beauty tools on the market, not just because of its cutting-edge technology but also due to the friction surrounding its availability.

During global supply chain disruptions in 2022, Dyson faced chip shortages, rising logistical costs, and material and labor constraints. These factors limited the number of units produced, making the Airwrap even more difficult to purchase. As a result, demand skyrocketed, with consumers scrambling to buy it before stock ran out.

The combination of limited availability, high price points, and influencer driven hype helped create a perfect storm where scarcity didn’t just drive demand, it solidified the Airwrap’s status as a luxury must have.

## Turning Scarcity into Strategy
For businesses, the strategic use of friction, whether through exclusive product drops, limited time offers, or perceived risk, can be a powerful tool. However, it’s a fine line to walk.

While friction can increase value, not all disruptions lead to positive outcomes. Supply chain breakdowns can frustrate consumers rather than entice them, and excessive restrictions may drive them somewhere else. The key lies in balancing scarcity, perception, and genuine need. The goal is to create excitement, not alienation.

Ultimately, friction has the potential to drive demand, but only when leveraged in a way that enhances, rather than disrupts, the consumer experience. In a world where abundance dulls desire, friction is the spark that turns products into obsessions, brands into icons, and fleeting moments into cultural phenomena.

The Power of Scarcity: How Friction Shapes Demand

When it comes down to brand recognition, 65% of hair care users in the United States are familiar with John Paul Mitchell System’s logo and brand name. For over four decades, Paul Mitchell has had a remarkable ability to remain not just relevant, but revolutionary.

With such widespread brand recognition, Paul Mitchell’s foolproof business approach almost guarantees continued success, and that takes strategic and forward-thinking leadership. Let’s dive into some of the factors that have impacted the long-lasting prosperity of the company.



This article in a snapshot:

- A pioneering educational ecosystem that shapes industry professionals
- Community impact initiatives that go above and beyond
- Groundbreaking ethical leadership since 1980
- A business model that proves staying true to your values drives growth



## The Educational Edge
First, their educational empire—Paul Mitchell has created a comprehensive ecosystem built around nurturing talent. With over 100 schools worldwide, they’re not just selling products, they’re cultivating the next generation of beauty professionals who specialize in cosmetology, barbering, esthetics, and more.

The educational program combines technical skills with real-life problem solving broken down into three phases—Core, Adaptive, and Creative —making the daunting 1,000-hour requirement feel achievable and purposeful.

It begins with the Core Phase, where students establish a strong foundation in essential techniques, industry terminology, and professional standards. This stage builds confidence and precision, ensuring that every stylist-in-training masters the fundamentals before moving forward. From there, the Adaptive Phase shifts the focus to real-world application, challenging students to refine their skills, work with clients, and develop the versatility needed to succeed in any salon environment. Finally, the Creative Phase pushes the boundaries, encouraging students to experiment, innovate, and cultivate their unique artistic vision.

Even after the students graduate and earn their license, they offer certificates for product knowledge, business tips, styling and barbering trends to stay ahead of competition in the industry. By structuring education in this way, Paul Mitchell not only prepares future professionals for success, but also sets the standard for beauty education—proving once again why they remain a leader in the industry.

At tradeshows, Paul Mitchell continues to set the trends and pave the way for licensed professionals to up their game constantly. With this approach, Paul Mitchell has become the household name for licensed professionals as a go-to brand for continued education and having an educational edge. With a scholarship program and military benefits, it’s easy to see why they’re a trailblazer in the educational space.

## Giving Back
But here’s where it gets even more interesting—their commitment to giving back. Diane Quincy, the Original Distributor Principal said, “I was with Paul and John Paul when they said, 'As soon as we start to make money, we're going to give back.' That was the sincere way in which they planned to run their company, and they did exactly that.” Many brands implement corporate social responsibility programs, but Paul Mitchell’s feels different. They’ve helped raise more than $25 million for charity since 2005, and through multiple initiatives!

Their FUNraising campaigns are more than just checkbook philanthropy; they’re deeply integrated with their educational mission. During these events, the participating students and staff from the Paul Mitchell network of cosmetology and barbering schools raise money for selected charities through grassroots activities like cut-a-thons, hair shows, car washes and more.

Even when it comes to the sustainability initiative of Paul Mitchell’s product packaging, they’ve committed to bio-based packaging that is made from 90% sugarcane. With their goal to reach climate neutrality by 2050, they’ve already planted one million trees, which are expected to remove 150,000 metric tons of CO2 from the atmosphere during their lifetime. By 2030, they’re planning to plant another million trees with Reforest’Action, and that’s only part of a multi-faceted initiative to lower the carbon footprint.

Some more impressive results from their charitable contributions include $1.3 million to feed hungry children through Food 4 Africa, $2.4 Million+ to fight cancer, $680k+ to build wells that provide water to 22k+ people, $1.1 million+ to support veterans and first responders, $750k to fight sex trafficking, and so much more. Paul Mitchell has really contributed and committed to changing the world, in countless ways.

In an industry as competitive as beauty, companies that align their values with meaningful action build deeper connections with their customers and communities. Paul Mitchell’s ongoing commitment to giving back, sustainability, and philanthropy has solidified its place as not just a leader in haircare but also a force for positive change. By making corporate responsibility a core part of their mission, they’ve proven that doing good isn’t just a trend—it’s a powerful way to create lasting impact and remain a trusted, influential brand for generations to come.

## Ethical Leadership
When it comes to ethical leadership, Paul Mitchell has been a trailblazer. In 1980, they were the first professional hair care company to stand against animal testing. That wasn’t just brave, it was revolutionary.

Paul Mitchell shows their consumers that they actually care about the overall wellbeing of their professionals, the environment in which they work, and the future they leave behind. To this day, the brand maintains this commitment while partnering with organizations like Best Friends Animal Society to advocate for animal rights.

In the beauty, skin, and haircare categories alone, 26% of people value environmentally sustainable sourcing when purchasing hair care. Paul Mitchell has embraced this by redesigning their packaging with sustainability in mind. Consumers today care about where their money goes, and brands that lead with integrity are the ones that earn lasting loyalty. Paul Mitchell proves that when a company makes ethical choices a priority, it’s not just good for the world—it’s what keeps them relevant and respected.

![2.png](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cm8nelu7b9x4f07n4q4hne6av)

## A Timeless Brand
Paul Mitchell has achieved what few in the beauty industry can claim: timelessness. By staying true to their professional roots while continually innovating, they’ve created a brand that feels both exclusive and accessible.

A key factor in their longevity is their ability to adapt without losing their core identity. While many brands follow fleeting trends, Paul Mitchell evolves with purpose. Their diverse product offerings ranging from the Tea Tree line for universal care, to the pet collection, meet the needs of today’s consumers while remaining rooted in salon-grade quality.

They’ve made representation a core value, ensuring their products resonate with diverse consumers. This not only strengthens their connection with customers, but also reinforces their status as a trusted, forward-thinking brand.

Timelessness requires balance: staying relevant without chasing trends, innovating without compromising values. Paul Mitchell's success lies in their ability to navigate this balance, proving that a brand built on authenticity and inclusivity will endure. The result? A timeless brand that continues to innovate without losing its soul. In our industry, that’s rarer than you might think.

## Final Thoughts
Looking at Paul Mitchell’s journey, we are reminded that true success in the beauty industry isn’t about following trends, it’s about setting standards. Their commitment to education, sustainability, and professional excellence hasn’t just stood the test of time; it’s created a blueprint for how beauty brands can build lasting success while making a real difference in the world.

“There are people that see things early, and that was a gift that Paul had. I believe he was a trendsetter, not only in the fashion and the hair industry, but in what's important in the world,” says Jeanne Braa, Original Artistic Director + Distributor.

To the Paul Mitchell team: thank you for showing us that staying true to your values isn’t just the right thing to do—it’s good business. You continue to raise the bar for what a beauty brand can achieve, and I, for one, can’t wait to see what you do next.

Why Paul Mitchell’s Model Continues to Define Excellence

## Then vs. Now & How to Stand Out in the Digital Age 
The competition for attention in today’s digital landscape is intense. Brands now have the entire world at their fingertips, whereas before, marketing efforts were largely confined to local audiences. The shift from traditional to digital marketing has fundamentally changed how businesses attract and retain customers. But how did we get here? To understand modern marketing, we need to look at where it started and how it evolved into the digital-first world we know today. 

## Traditional Marketing is Simpler, But Also Limited 
Decades ago, marketing was a mostly local game. Businesses relied on print ads, direct mail, billboards, television, radio, and word-of-mouth to attract customers. A local salon, for example, would place newspaper ads, print flyers, and depend on referrals to grow its clientele. Marketing messages were broad, and success was often difficult to measure. 

The advantage when it came to marketing was that you ran into less competition and brand loyalty were easier to maintain. The Challenge was that your reach was limited, and tracking results was much more difficult. Many businesses followed a “spray and pray” approach while distributing messages widely and hoping the right people saw them. 

## Why Marketing Changed Forever 
Enter the iconic digital era. The rise of the internet, search engines, social media, and mobile technology reshaped consumer behavior. People gained instant access to information, and businesses had to shift from traditional advertising to digital engagement. The ability to interact directly with consumers and measure marketing effectiveness became a total game changer. Finally, businesses weren’t just competing locally, they were competing on a larger scale, including globally. 

Platforms like Google allowed users to search for services, while businesses leveraged SEO to improve visibility. Social media created two-way communication, and paid digital ads made hyper targeting possible. As technology advanced, so did consumer expectations. They no longer cared to just see generic ads, they expected personalized, relevant, and engaging experiences. 

## The Unlimited Potential and Intense Competition in Digital Marketing
Fast forward to today, as businesses must navigate an entirely different playing field. Digital marketing now includes an elevated social media presence, intelligent paid ads, email campaigns, video content, influencer marketing, and more. A salon owner in Los Angeles can now book clients from social media ads, sell products globally via e-commerce, and build a loyal following through engaging content. 

The advantage we have today is unlimited reach, precise targeting and measurable results. However, the challenge we have is oversaturation and the constant need to innovate. With anyone able to buy, sell, and promote online, differentiation has become the key to success. 

## So, How do Businesses Capture (and Keep) Attention in an Overcrowded Market
 
In today’s digital-first world, standing out isn't just about being seen, it's about being remembered. With millions of brands competing for the same audience, attention is a valuable currency. To win, businesses need to go beyond basic marketing tactics and create experiences that truly engage, convert, and retain customers. 

## Here are some tips: 
### 1) Leverage Omnichannel Marketing 

Consumers don’t follow a linear path to purchase anymore. They might discover a brand on Instagram, research it on Google, compare products via YouTube reviews, and complete their purchase through an email offer. A fragmented approach leads to lost opportunities. Brands that unify their presence across multiple channels, like social, search, email, and video can ensure they remain top of mind throughout the customer journey. 

To stay competitive, businesses need to integrate their messaging and user experience seamlessly. This means using consistent branding, tracking customer touch points, and personalizing outreach based on behavioral insights. According to Harvard Business Review, customers who interact with brands across multiple channels have a 30% higher lifetime value than those who interact on a single channel. Simply put, if you’re not everywhere your audience is, your competitors will be. 

![multi-channel.png](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cm8n9fmr82r5h07n2csxsepu8)


### 2) Create High-Value, Sharable Content 

In an era where every platform is saturated with ads and promotions, the brands that cut through the noise are the ones offering genuine value. Content that educates, entertains, or solves problems earns organic reach, strengthens credibility and fosters brand loyalty. 

This is why video marketing has skyrocketed in effectiveness in recent years. YouTube reports that 90% of users discover new brands through videos. Short form content like TikTok and Instagram Reels captivate attention quickly, while in depth blogs, podcasts, and webinars position brands as industry leaders. The key to staying competitive is not just creating content but creating content that people want to share whether it’s insightful, funny, or emotionally resonant. To stay relevant, brands need to focus on storytelling and engagement over direct selling. 

### 3) Personalization & Data-Driven Insights 

Modern consumers expect more than one-size-fits-all marketing. Generic ads and broad messaging feel outdated in an era where data driven personalization is the norm. The ability to tailor content, recommendations, and offers to individual preferences is no longer a luxury, it's a competitive necessity. A McKinsey Study found that personalization can drive 10-15% revenue growth when executed effectively. Brands that invest in first party data collection, behavioral analytics, and AI driven automation can anticipate customer needs, deliver hyper relevant experiences, and foster deeper engagement. 

For businesses, this means moving beyond basic segmentation, it's not enough to group consumers into categories. Instead, leveraging advanced insights to predict behavior, optimize messaging, and create truly one-to-one marketing experiences will set leading brands apart from the competition. 

### 4) Engage With Your Audience, Don’t Just Advertise 

Traditional advertising was a one way street where brands spoke and consumers listened. Digital marketing changed that dynamic, giving consumers a voice and the power to shape brand perception. Now the brands that dominate the market aren’t just the loudest, they’re the most engaging. 

Engagement fosters trust, and trust drives conversions. A Sprout Social report revealed that 76% of consumers are more likely to buy from a brand they feel connected to on social media. This means responding to comments, creating interactive polls, hosting live Q&As, and fostering a sense of community. 

Instead of simply running ads, businesses should focus on conversations. Brands that actively engage in discussions, showcase behind-the-scenes content, and humanize their presence will stand out in a sea of faceless corporations. In an attention driven economy, interactions are just as valuable as promotion. 

### 5) Prioritize SEO & Organic Discovery 

Paid advertising delivers immediate results, but organic discovery is the foundation of long-term brand sustainability. As digital competition grows, brands that invest in Search Engine Optimization (SEO) gain a significant advantage. 

Organic search still accounts for 53% of all website traffic, making SEO a critical channel for visibility. Unlike paid ads, which stop generating traffic when budgets are cut, SEO compounds over time, a well optimized piece of content can continue bringing in leads for months or even years. 

To remain competitive, go beyond keyword stuffing. Google’s algorithms now prioritize search intent, content quality, and user experience. Brands that create insightful blogs, optimize their websites for mobile, and invest in video SEO (like YouTube descriptions and captions) will outperform those relying on outdated tactics. 

The goal isn't just to rank, it's to own valuable real estate on search engines and become the go-to resource for your industry. 

### 6) Most Importantly, Test, Measure & Adapt 

The digital landscape is constantly evolving, and what works today may not work tomorrow. Brands that fail to track performance or adapt to change risk falling behind. The most successful marketers treat campaigns as experiments, constantly refining strategies based on real-time data. 

A/B testing, conversion tracking, and performance reports are critical for fine-tuning marketing efforts. Whether it’s adjusting ad creative, testing email subject lines, or refining audience targeting, data-driven decision-making ensures you’re always optimizing for what works best. 

Being competitive means embracing change, monitoring trends, analyzing consumer behavior, and pivoting when necessary. Digital marketing is a fast moving game, and brands that remain agile will consistently outperform those stuck in rigid strategies. 

## The Future of Digital Marketing is About Staying Ahead of the Curve 
The landscape for digital marketing will continue to evolve. Emerging technologies like AI driven automation, augmented reality shopping experiences, and voice search optimization will shape how brands capture attention. Businesses that adapt to emerging technologies while maintaining a customer first approach won’t just survive the competition, they'll define the future of digital marketing. 

The competition for attention is real, but for brands that are strategic, adaptive, and deeply engaged with their audience, the opportunities are endless. 




The Evolution of Marketing

In the hustle and bustle of our everyday lives, it's easy to lose sight of time. One moment, we're immersed in our daily tasks, and the next, we look up to find that the year is almost over. Despite being busy, we might realize that we don't feel a sense of accomplishment. 

This phenomenon is not only prevalent in the business world but also in our personal lives. Herein lies the importance of self-reflection, a practice that should be embraced annually, quarterly, monthly, weekly, and even daily. 
 
Self-reflection enables us to recognize our successes and evaluate where we might have faltered. It's a crucial step toward feeling genuinely accomplished. Importantly, this process should not be for the validation of others but for your own motivation and growth. 

## Taking Ownership of Your Progress 
The first principle of the "KNOWN" Effect is to take ownership of your progress. Instead of relying on others to keep score for you, you should be the one measuring your achievements. 

What are your goals for the year, and how do they align with the larger picture of your aspirations? If you lead a team, how are you guiding them toward collective and individual success? 

## Game Plan for Success: A Basketball Approach to Goal Setting 
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cnH9V0UKRWSmiojF1U8g)
Consider the analogy of a basketball player. In the heat of the game, it's easy to get lost in the moment and not realize that time is slipping away. The key is to set a specific goal for each game. 

While the ultimate objective is to win, what will be your personal contribution to that victory? Suppose your target is to score 20 points, secure four rebounds, and provide four assists in a game. This translates to scoring five points, grabbing one rebound, and making one assist per quarter. 

This approach makes your goals more tangible and offers regular intervals for self-reflection. By halftime, if you haven't reached 10 points, two rebounds, and two assists, you know exactly what to focus on in the second half of the game. 

## What Will You Be KNOWN For? 
One way to think about your success for the year is by incorporating the mindset of being "KNOWN" for something. 

It's morbid to consider, but many wonder what their legacy will be if they were to pass away—what will their friends and family remember them for? This is akin to the high school yearbook concept: what were you known for in high school? Were you the most likely to succeed? The most likely to get married first? 

The same applies in business. When you look back at your career and your current contributions to the north star business objectives, what will you be known for? As a leader for your team and a motivator to others, what will you be known for? 

This isn’t about vanity; it’s about setting goals that give you motivation and a sense of accomplishment. 

## Reframing Failure into Success 
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/llyTNZqSSYKcEKr0uwhX)
At times, we feel like we keep missing our goals, which can lead to a mindset of failure and discouragement. However, it's essential to find your motivation by celebrating what you did accomplish. 

For example, imagine playing a basketball game where you shot 10 three-pointers and missed all of them. Naturally, you would feel down on yourself. But during a quick self-assessment, you might realize that even though you didn't make those shots, you played amazing defense and had six assists in the game. 

By focusing on your other contributions, you can regain your motivation. The game, much like life, is only as good as how you finish. 

Finishing strong could lead to making that game-winning three-point shot. Despite missing shots throughout the game, being in the right mindset to make the one that counts can make all the difference. 

## From the CMO's Desk: My Journey with the "KNOWN" Effect 
As the Chief Marketing Officer at Vagaro with over 20 years of experience, I have seen firsthand how vital the right mindset is for success. My goal is to help others gain clarity and develop the mindset necessary to achieve their goals.

Throughout my career, I have found that self-reflection and setting tangible goals are crucial elements that contribute to a fulfilling professional and personal life. 

## Women in Business: Embracing the "KNOWN" Effect 
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/M2rxutc5RxarsiJaIklF)
As women in business, we often feel the need to go above and beyond to feel accomplished. The pressure to overcompensate can be overwhelming. 

However, the "KNOWN" Effect offers a way for us to feel accomplished in our own right. It provides the mental space to self-evaluate, grow, and focus on what truly matters to us. 

By regularly reflecting on our achievements and setting clear, tangible goals, we can create a sense of accomplishment and motivation. This approach allows us to take ownership of our success and feel confident in our abilities. 

Remember, this process is for you and your growth, not for the validation of others. 

## Implementing Regular Self-Reflection 
Just like in basketball, implementing regular self-reflection in your business and personal life can significantly improve your sense of accomplishment. Here are some steps you can take: 


### Daily Reflection 

* **Set Aside Time**: Dedicate a few minutes at the end of each day. 

* **Review Achievements**: Identify what you accomplished today. 

* **Plan for Tomorrow**: Outline tasks and goals for the next day. 

* **Revisit Your Mission**: Ensure your activities align with your long-term objectives. 


### Weekly Reflection 

* **Evaluate Progress**: Assess your weekly accomplishments and areas for improvement. 

* **Set Targets**: Establish specific goals for the upcoming week. 

* **Reflect on Team Contributions**: Consider what your team achieved and what they will be known for. 


### Monthly Reflection 

* **Assess Monthly Goals**: Review your progress toward monthly targets. 

* **Identify Themes**: Note any recurring challenges or successes. 

* **Adjust Strategies**: Make necessary adjustments to stay on track for annual goals. 


### Quarterly Reflection 

* **Conduct a Deep Dive**: Analyze your progress over the past three months. 

* **Set New Goals**: Establish new objectives based on your assessment. 

* **Team Review**: Discuss successes and challenges with your team to foster collaboration. 


### Annual Reflection 

* **Comprehensive Review**: Look back on your major achievements and setbacks over the year. 

* **Set Long-Term Goals**: Define goals for the upcoming year that align with your vision. 

* **Celebrate Successes**: Acknowledge your and your team’s contributions to maintain motivation. 

## Conclusion 
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/YU0MpeWS8iPYtk0NhZqu)
The "KNOWN" Effect is about being aware of your achievements and areas needing improvement through continuous self-reflection. By keeping score for yourself and setting tangible, incremental goals, you can ensure that you stay on track and maintain a sense of accomplishment. 

Remember, this process is for your own motivation and growth, not for the recognition of others. Embrace self-reflection and watch how it transforms your business and personal life. 

The KNOWN Effect: How Self-Reflection and Goal Setting Drive Success

In the ever-evolving landscape of business, both culture and strategy are crucial. Strategy might give direction, but it's culture that propels the journey. 

The adage "Culture eats strategy for breakfast" rings especially true in my experience as a Chief Marketing Officer. During my career, which blossomed in the dot-com era, I've witnessed firsthand how strong cultures can elevate companies, while the lack thereof can lead to their downfall. 

This article explores the necessity of both elements and illustrates how culture can be the bedrock of successful strategy. 

## The Power of Mindset 
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/XQA2QFLmSRzugAZEdfuZ)
From the beginning of my career, I've observed that mindset is a critical factor in any organization's success. When individuals are motivated and part of an inspiring environment, their productivity and quality of work dramatically improve. This buy-in to the organizational cause fosters a sense of ownership and pride. 

Employees who genuinely care about their work are more likely to go the extra mile, innovate, and contribute meaningfully to the company's goals. This intrinsic motivation, driven by a positive culture, often surpasses the directives outlined in any strategic plan. 

### How Apple’s Culture Drives Innovation 
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/Z0PuQBTdTr2OhbdHVFsS)
(*Source: Salesforce*)

Apple's culture of relentless innovation dates to its inception and was solidified during the dot-com boom. This culture motivates employees to constantly push the boundaries of technology. 

Groundbreaking products like the iPhone and MacBook are testaments to an environment where employees are not just executing tasks but are also part of a mission to create the best products in the world. 

## Embedding Culture into the Fabric of Business 
Creating a strong culture is neither instantaneous nor effortless. It requires a deliberate and consistent effort to weave cultural values into every aspect of the business. 

Culture is not a one-time initiative but a continuous process that manifests in daily interactions, whether on calls, in meetings, or through project collaborations. It is the cumulative result of shared experiences, behaviors, and values. 

An ingrained culture ensures that everyone is on the same page, working towards common goals with a unified vision. 

### A Culture of Customer Obsession 
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/hyfGtprERX6QfbNk4gmz)
(*Source: McKinsey*)

One of the world’s leading online retail giants prioritizes a culture of customer obsession, innovation, and operational excellence is deeply embedded in its DNA. 

From its beginnings in a garage during the dot-com era to becoming a global powerhouse, their ingrained values drive employees to consistently exceed customer expectations, ensuring the company’s strategies are executed seamlessly.] 

## The Role of Leadership 
I've seen countless examples where a thriving culture needs a champion—an inspiring leader who embodies and promotes the cultural ethos of the organization. 

Effective leaders are not just figureheads; they are role models who exude the values they wish to see in their teams. They motivate and inspire, providing a clear sense of direction and consistency. Such leaders are instrumental in defining the culture and ensuring it permeates throughout the organization, influencing every decision and action. 

### The Importance of a Bold and Transparent Company Culture  
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/K8X60eudT3S8dY8ajPfH)
(*Source: Bureau of Labor Statistics*)

The head of leadership of one of the biggest social media platforms in history has been pivotal in shaping their culture of boldness and openness. 

By encouraging employees to take risks and embrace transparency, their founder has created an environment where innovation thrives. Despite the company’s rapid growth, the culture established during its early days continues to drive its success. 

### How Marc Benioff is Shaping Salesforce’s Culture of Trust and Innovation 
Marc Benioff, the CEO of Salesforce, exemplifies a leader who lives and breathes the company’s values. Salesforce’s culture of trust, customer success, innovation, and equality is reflected in Benioff’s actions and decisions. 

Benioff's commitment to social responsibility and employee well-being has cultivated a loyal and motivated workforce, driving the company’s growth and success. 

## The Symbiotic Relationship Between Culture and Strategy 
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/owOOeSnpTfCoGk5iOMCg)
(*Source: US Bureau of Labor Statistics)*

While culture and strategy are distinct, they are interdependent. A well-defined strategy requires a strong cultural foundation to be executed successfully. Conversely, a vibrant culture can enhance and refine strategic initiatives. 

Culture shapes the attitudes and behaviors needed to implement strategy effectively, ensuring that the organizational vision is not just a plan on paper but a lived experience. In essence, culture influences the attributes required to produce and execute a strategy well, making it an indispensable element of organizational success. 

### The Customer-First Culture at Vagaro 
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/9OEzHxUOTeut5z1fhkPU)
As the CMO at Vagaro, I can attest to our culture being heavily rooted in our community of businesses that are our customers. Every decision we make, every innovation we pursue, and every support we offer is done with our customers at the forefront. 

This customer-centric approach has been pivotal in driving our growth and success. By fostering a culture of collaboration and responsiveness, we ensure that our products and services are not only meeting but exceeding the expectations of the businesses we serve. 

## The Breakfast of Champions: Strategy Infused with Culture 
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/13UyIqpSFqwUrRma0qK6)
In conclusion, "Culture eats strategy for breakfast" is not a dismissal of the importance of strategy but a recognition of the foundational role culture plays in bringing strategy to life. Companies that understand and embrace this dynamic are better positioned to achieve sustained success, just as I witnessed during the dot-com era and continue to observe in today’s ever-changing business world. 

The Role of Culture and Strategy in Business Success: Lessons from a Modern CMO

(*This article originally appeared on [Entrpreneur.com](https://www.entrepreneur.com/)*)

The mentality of the dotcom era of the late 1990s and early 2000s was all about hard work, [grit](https://www.entrepreneur.com/growing-a-business/5-steps-to-build-grit-in-times-of-uncertainty-while-growing/443922) and a willingness to prove ourselves. It was such an exciting time, and it didn't matter what company we worked for; we just wanted to be part of the movement. And it was a movement — a period marked by extreme growth and the spirit of the possible. We wore many hats and didn't care about job titles. We learned a vast amount of knowledge while learning and growing on the job.

In the last few years, however, I have seen a shift in mentality among the [newest entrants](https://www.entrepreneur.com/growing-a-business/6-ways-multi-generational-workforces-lead-to-business-growth/425151) to the workforce — many expect to walk straight into their ideal position from college. This generation is much farther ahead than we were because the technology pioneered in those days has long been embedded in our business practices. While important, this advantage alone will not set them up for success.

For those building their career, brand or business, marrying the mentality of the dotcom era with today's [intelligence tools](https://www.entrepreneur.com/science-technology/5-free-ai-tools-to-help-take-your-content-to-the-next-level/455725) will take you further and faster than was possible in any previous era. Now is the chance to get organized, invest in yourself and build for the long term.

## 1. Find 'Instant' Gratification Through Hard Work
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/Z8Lkj8fjQFG1si50sDcr)
The expectation of instant gratification is understandable. Today, you can order something from Amazon and receive it the same day. [Short-form video](https://www.entrepreneur.com/growing-a-business/why-short-form-video-is-a-must-in-the-new-era-of-marketing/472213) has replaced long-form copy. Everything is fast, fast, fast. But there's a productive way to get that sense of instant gratification in a business environment. How? By leaning into the [dotcom](https://www.entrepreneur.com/science-technology/web3-could-see-its-own-dot-com-boom-heres-how-to-survive/419458) mentality and setting milestones for yourself.

This is exactly what I did throughout my career. Even if I was pushing myself and taking on additional projects, I'd always set a goal for myself. It could be getting a project to the point where I could pitch it. Or coming up with data to show how to best execute the idea. Setting milestones can give you that sense of [instant gratification](https://www.entrepreneur.com/growing-a-business/how-our-brains-trick-us-into-choosing-instant-gratification/285138) constantly — on a daily, weekly, or monthly basis.

At some point, as you mark off those milestones, you will also need to articulate your plans to your audience. Often, people [take the initiative](https://jobs.washingtonpost.com/article/6-ways-to-take-initiative-at-work/') in the background, so provide context and storytelling around what you are doing to bring it to the foreground. That is important, whether it's during a one-on-one with your manager or if you are trying to scale up to lead a team. If everyone buys into your ideas, you will gain more gratification — and though the feeling may be instant, it will be built on careful planning and hard work.

## 2. Shape Your Career Through Self-Investment
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/NeHjWWuRQnyQpHypTh59)
A lot of people from the dot-com era are today's tech leaders. It's the old metaphor about pressure building diamonds — working across roles, experimenting, and innovating forged our characters and careers. But what I have seen more recently is people letting their employer shape their destiny. As individuals, we need to take more control over our careers and understand the results won't come all at once.

Expecting a role even before you have [proved worthy](https://www.entrepreneur.com/growing-a-business/how-proving-my-value-helped-me-reshape-the-face-of/448100) of it is working backward. It took me eight to 10 years of doing the work of a CMO before I actually got the title last year. Instead, give yourself the grace to shape and mold yourself first. Take on extra projects and get involved, even if you are a small fish in a big project. The key is to get your foot in the door. Once you have mastered one skill or responsibility, you can take on the next.

That means being willing to fail, picking yourself up, and then validating the learnings. I've been there, done that. Very rarely do my emotions go up and down these days — because I managed the most difficult situations as I grew into the role of CMO. I can assure you that going through the trials and tribulations will make you feel super confident when you finally land the role.

## 3. Embrace Feedback as a Gift
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/WrkLr2vjSyuVvFyqMHAR)
While the modern worker may feel empowered by rewards, in the dot-com era, just being part of the movement was seen as reward enough. Marrying the two mentalities comes back to setting your mind to receive feedback as a gift, no matter how it is delivered.

Being [open to feedback](https://www.entrepreneur.com/leadership/why-creating-a-feedback-culture-is-vital-to-business/454566) demonstrates that you're humble and want to grow. Eventually, the gift of feedback will bring you full circle so you move from receiving it with grace to giving it with grace. Making it clear you want to learn by actively asking others for feedback will encourage them to provide it and help you improve.

When switching roles, there is an art to delivering feedback. If you read the room right, people will start to see your value and hear your voice. How you [give and receive feedback](https://online.hbs.edu/blog/post/how-to-give-feedback-effectively) is the most important factor in bringing back the best elements of the dot-com era: It shows we are all in this together and you are invested in the success of our shared ideas and goals.

## 4. The Future of Work Today
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/cBLZCPYER3iQRFtUoGhb)
The latest arrivals to the workforce are not so far removed from the people who proved themselves in the dot-com era. [Culture](https://www.entrepreneur.com/growing-a-business/what-makes-a-great-company-culture-and-why-it-matters/427347) is the big through line because nobody wants to work in a silo. In fact, eight of the 10 people I interviewed recently expressed they were looking forward to coming back to the office to resume in-person collaboration.

The traits I want to see in a candidate are the same ones that define the dot-com mentality. I want self-starters who are hungry and have that grit and hard work in them — the type of people who will manage their manager. When we marry that mentality with how advanced the talent is today, the workforce is only going to get better and stronger. And just like in the dot-com era, there will be no telling what we can create together.

-----

![Charity-Blog-Signature.png](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/SUw35vVHRzCnVFwyBSY1)

What the Mentality of the Dotcom Era Can Teach The AI Generations

 (*This article originally appeared on [Entrpreneur.com](https://www.entrepreneur.com/)*)

Let's face it: it can be discouraging to hear "no" [throughout your career](https://www.entrepreneur.com/leadership/4-strategies-to-turn-hard-times-into-resilience/462847), especially when you want the chance to prove yourself. But that's where resilience, hard work, grit and [determination](https://www.entrepreneur.com/leadership/5-ways-criticism-and-rejection-builds-your-capacity-to/247634) come in. When I applied for a role at a small marketing firm as a new college graduate, my eyes were set on the position of Marketing Coordinator. I was full of enthusiasm, ready to roll up my sleeves and dive into the hustle of a dynamic team when, instead of landing the marketing gig, I was hired as a front desk receptionist.

This role wasn't exactly what I had in mind, and it felt like one of my first inevitable career "no's" to be placed in a position I didn't apply for, but I quickly shifted perspective because I had my foot in the door. Taking the receptionist job oriented me to my vision and sense of [purpose](https://www.entrepreneur.com/living/7-steps-to-living-your-life-with-purpose/336600) — and truly showed me the importance of taking initiative, being a self-starter and letting my work speak for itself, all while navigating a firm's complex dynamics from the ground up.

This early experience helped shape how I now guide CEOs back to their own personal mission and purpose when they face obstacles by staying adaptable, maintaining conviction and keeping an end [goal in mind](https://www.entrepreneur.com/leadership/emotional-resilience-is-key-heres-how-to-cultivate-it/379140). Here are four lessons I've taken from turning a "no" into a "yes" along the way.

## 1. Think About the Full Journey
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/U6kXuJeUSKGQcmxQPQJj)
Navigating the corporate world requires a holistic approach — thinking about the full journey of different initiatives from inception to execution. But it also requires thinking of yourself holistically. You will not always be in your present role, but stay open to wearing many hats beyond your job description to contribute to the customer journey in different ways.

I started as a receptionist, but when the designer at that company quit, I [seized the opportunity](https://www.entrepreneur.com/franchises/business-opportunities-come-once-in-a-lifetime-so-i-take/250675) by offering to help design ads for an imminent client meeting. My graphic design minor in college and designing side hustle equipped me to handle it. Soon, I did everything: From answering phones, making coffee, and setting up conference rooms to pitching design ideas to CEOs of successful corporations and executing those designs. I was a receptionist fresh out of college creating million-dollar ads — all because I kept an open mind. Research and staying alert to new opportunities should always be folded into the larger journey.

## 2. Experiment and Package Your Ideas Well
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/Lk58UPvQQjmIkJ3soiDO)
Fast forward to today, and I am now the head of my own marketing team. The journey has moved on from navigating "no's" to putting in the hard work and [demonstrated performance](https://www.entrepreneur.com/growing-a-business/5-reasons-you-should-ask-your-clients-for-a-performance/292845) to guarantee the "yes." A byproduct of getting to this point includes experimenting — which is not just something to do when you have extra time or budget to burn. It is crucial to prove what ideas work best and stay ahead of the competition. Even if an experiment doesn't go as planned, it can be used to adapt your approach.

For instance, despite extensive research and strategic planning behind your proposals, sometimes the initial packaging doesn't reflect the depth of your work. A surface-level judgment can make or break an idea before proving its worth. This is where the "eye test" comes in, asking you to marry statistics with intuitions and observations. With the right delivery, you give your best strategies the platform they deserve and prove your expertise in doing so.

## 3. Listen, Learn and Adapt
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/sDKs2ISY2uyP2D2vyEIw)
If you do receive an initial "no,'" stay humble, but don't let it defeat you. Even the most well-researched person in the room still has things they don't know. Make it a habit to listen to the experts around you and absorb knowledge from those with more experience in certain areas than you. Collaborating with other teams takes you out of your department bubble and allows you to understand the bigger picture better.

Every interaction is an opportunity to learn and strengthen your case. When proposals are still in the theory stage, take your testing and your [research](https://www.entrepreneur.com/topic/research) and go out there to get small pieces of buy-in. By building relationships with those with different expertise, you are circulating your ideas and gaining crucial information about how to refine them. Then, by the time you get to pitch, you will already have people on your side.

## 4. Figure Out How to Get the "Yes"
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/HOs3IpsS5WIZNJnWKufz)
New initiatives won't succeed unless they are aligned with a company's overarching vision, so everyone can see how they contribute to [achieving organizational goals](https://www.entrepreneur.com/growing-a-business/a-step-by-step-guide-to-achieving-organizational-alignment/457803). Often after a "no," I'll dig deeper. Instead of taking it as a sign of the team's failure, I ask: "What do we need to do, show or prove to hear 'yes'?" This is when knowing how to listen becomes so important.

Incorporating initial testing feedback into your proposals strengthens the argument for each idea and provides tangible proof of their efficacy through experiments and customer insights. This ensures that each proposal is well-supported and clearly tied to the company's strategic direction.

Dive into the data and put yourself in the shoes of the relevant target market. Do whatever it takes to prove why you deserve a "yes" based on your research, knowledge and expertise. It'll take a bit more footwork and perhaps even a reimagining of your approach, but if it helps you get past that "no," it will solidify your credibility and experience track record.

## Shift Your Mindset
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/X5uE76bLTnSk4F9WDTpz)
In the unpredictable journey of building a career, facing rejection can feel like hitting a wall. But here's the truth: those "no's" aren't roadblocks; they are detours pointing us toward new opportunities. So, don't let something crush your spirit when it doesn't go as planned. [Embrace](https://www.entrepreneur.com/growing-a-business/why-success-makes-no-sense-until-you-embrace-your-failures/391301) it. Learn from it. Those setbacks can be stepping stones to something better if you change your mindset. It's about resilience — using those "no's" as fuel to keep pushing forward, stronger and smarter.

------

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4 Ways to Handle Every 'No' You Face With Resilience & Grit

(*This article originally appeared on [Entrpreneur.com](https://www.entrepreneur.com/)*)

I remember when I got a job at my first big tech company. Walking into my office on my first day, I was brimming with excitement and ideas. I was going to work directly with the CEO — amazing, right? But it didn't take long for me to realize that the environment I had joined was vastly different from what I had anticipated.

First, I was the only [minority woman](https://www.entrepreneur.com/business-news/11-strategies-to-lead-and-succeed-as-a-minority-woman/314019) in the boardroom, which made me feel like I had to accept the role I was given. Then, at a company led by an overpowering CEO whose mantra was "execute, don't elaborate," I often felt more like a parrot than a partner. I became really good at capturing my boss's voice. I knew exactly the stories he wanted to tell and how he wanted to articulate them. But I didn't own the role, and most of my ideas were left unsaid.

In my over 20 years of marketing leadership and management experience, I have learned to stand up for myself in rooms full of people who looked nothing like me. To [minority women entrepreneurs](https://www.entrepreneur.com/starting-a-business/the-challenges-in-getting-funding-for-women-and/420230) and executives still establishing themselves, here are three steps to own your place at the table rather than be content to just be in the room.

## 1. Understand The Landscape
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/wlw2OmduRgvlMNo6JZuG)
Every workplace is like a little world, complete with its own secret codes and power players. If you take time to observe and learn the lay of the land, you will find yourself getting around way smoother.

Get social, ask many questions, and start [building relationships](https://www.entrepreneur.com/leadership/how-to-create-a-relationship-with-anyone-you-meet/443676) with those around you. This is your chance to see where you fit in. What are your strengths and weaknesses? How do your skills complement others'?

To truly own your place at the table, it's crucial to grasp the immediate tasks at hand and the broader context in which your work sits. What are the industry trends? How competitive is the landscape? How does your individual role contribute to the organization's long-term goals?

Remember, humility in the workplace means recognizing that there is always more to learn. It's about being [open to feedback](https://www.entrepreneur.com/leadership/open-vs-anonymous-feedback-how-to-effectively-collect/452278), being willing to admit when you don't have all the answers, and being eager to grow from each experience

## 2. Do your homework
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/PSiI7lBkTmCKNDtBcKEi)
Imagine if someone new came into your company and said: "I've been working for 25 years in this industry. We're gonna do it my way or the highway." Wouldn't you be turned off?

So, take the time to research and understand your organization's business model, history and culture. Studies show that "people-first" cultures can drive amazing outcomes. According to Gallup, companies that prioritize culture see a [33% increase in revenue](https://www.gallup.com/workplace/238052/culture-wins-getting-people.aspx).

This means understanding your company's culture can make a massive difference in how your [performance](https://www.entrepreneur.com/leadership/this-leadership-technique-is-the-secret-to-team-performance/472396) is graded. For one, this knowledge will help you do your job better and also enable you to make informed contributions during discussions. Then, you are showing that you are more than just a participant — but an invested and knowledgeable team member. I always tell my team that your product is going to be so much better if you have done your due diligence rather than if you go into meetings cold. Be prepared.

## 3. Approach What You Know With Confidence
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/99Q3IyjLS4iAMAYtFXMv)
Michelle Obama once [said](https://www.telegraph.co.uk/news/worldnews/michelle-obama/5096908/G20-summit-Michelle-Obama-tells-children-they-are-future-world-leaders.html): "Whether you come from a council estate or a country estate, your success will be determined by your own confidence and fortitude." Obama had to endure some of the most unfair criticisms as First Lady. [She was called](https://www.washingtonpost.com/posteverything/wp/2016/11/16/22-times-michelle-obama-endured-rude-racist-sexist-or-plain-dumb-attacks/) "strikingly ungracious," not "classy enough," and a "feminist nightmare" by people with half her talent. But did she let those words stop her? Of course not, because as she's demonstrated time and time again, confidence starts with you.

Owning your achievements and standing tall in your space is crucial, but there is a magical balance between confidence and humility that makes interactions richer and more productive. Envision yourself walking into a room, head held high with the knowledge of your successes, yet your heart is open, ready to listen, learn and grow. This balance isn't just about being approachable; it is a powerful leadership style that fosters a culture of respect, collaboration and mutual support.

Anybody can be a good soldier. Anybody can participate in the way they think is best for their boss. But in my experience, I had to ask myself: Am I really growing? What part of myself am I adding to this organization? My experience at the tech company was a glaring example of the nuanced barriers that minority women executives and leaders face in the corporate world.

But I want to take this opportunity to change this narrative a bit. [Stereotypes](https://www.entrepreneur.com/growing-a-business/3-ways-female-entrepreneurs-can-break-stereotypes-and/455761) exist, but the unfortunate reality is that they are not going anywhere anytime soon. So, we must protect our confidence as minority women by realizing that we are worthy and capable of overcoming these wrongful assumptions. If you are not believable, how do you expect anyone to value your words? Understanding the value you bring and having the confidence to do so is crucial.

## 4. Shaping Your Reality Through Mindset
![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/I2MJkIA9TgaY3Ag0ZJiQ)
Your [mindset](https://www.entrepreneur.com/leadership/8-mindsets-that-will-set-you-on-the-path-to-success/283988) is more powerful than any list of stereotypes you can muster. It is the foundation upon which you construct your reality, break down barriers and redefine what is possible for yourself. To my fellow minority women leaders, you do know what you are talking about. You took the time to build those relationships. You do have the experience. So, leave the stereotypes at the door.

The journey towards owning your achievements and asserting your presence is as much about inner work as external actions. By committing to changing your mindset and dedicating yourself to thorough preparation, you lay down the stones on the path to building unwavering confidence, even amid the loudest naysayers' objections.

-----

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How to Own Your Place at the Table as a Minority Leader

I feel as though experimentation often generates some kind of fear or skepticism in the average person. When we hear *experimentation*, we might think mad scientists, sci-fi movies, or the more out-there fashion trends we see on social media. Experimentation is always valuable though—especially when it comes to your business. It’s an optimal approach to resource preservation, regardless of the outcome at the end of the day. That’s right, even when experimentation doesn’t work out, you still stand to gain a lot in the form of knowledge. Let’s talk about it...

![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/lxOlPhiuRciN9BTrqog6)

> Think of experimentation as an investment in your business’s growth and learning.

Your tests and trials will provide key metrics which will help you project how certain things might perform on a larger scale. Will it foster engagement, drive business forward, help boost your revenue? The data you gather can help demonstrate the benefits or return on investment (ROI) and provide a clear path for future forward. If the testing didn’t look promising, then you benefit from having not wasted the time, money, or other resources of launching the initiative on a wider scale immediately, while also gaining insight into where pivoting might be necessary.

An example of where experimentation can drive meaningful business growth is when a company is looking to expand into new geographical markets—not always the easiest or most intuitive thing to pull off, right? Start by finding a group of potential customers or your ideal audience in that new market and think about giving your product or service away for free, or at least at a deep discount. It may seem dicey, but it can be a very wise way to foster new growth and plant seeds where and when they’re needed most. 

![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/FsUx7ErIQpupPMSuDhgt)

Look at your numbers and be strategic with what you can feasibly do to kickstart your brand in a new location. Taking calculated risks can pay off in dividends if you do it right. Not only will people be appreciative & curious about the new business with the great deals, but it’s also a valuable period of learning and gathering data for yourself. By allowing the nearby shops or customers to use the product for free temporarily, you can determine what’s working and what isn’t, or where you may need to evolve or adapt your brand for the new surrounding market.

Experimenting with diversifying your brand's network through partnerships with complementary industry businesses & organizations also presents a rich opportunity for growth. These collabs can open doors to fresh perspectives and untapped markets. By forging alliances with brands that share similar goals but offer different products & services than your own, you gain access to a broader audience base as well. Word-of-mouth is *huge* for marketing, so when you link up with other businesses, you open the floodgates for cross-promotion to their audiences as well. These partnerships ultimately serve as more than just business relationships; they become a looking glass for invaluable insights into your target demographic. 

![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/QCO8ZTwLSxeb1XdqtRLJ)

Through joint ventures, co-marketing efforts, or shared initiatives, you can glean firsthand knowledge about consumer preferences, behavior patterns, and emerging trends. All of which provide a nuanced understanding of your audience's needs and preferences, empowering you to tailor your market strategies with more precision!

> In the end, if a business is to remain successful for the long term, it needs to be comfortable with trying new things, with *experimenting*. 

What works for some markets or investors may not work for others, new services and products may not perform as well as others, certain locations might not be as busy—that’s where the true value of experimentation shines through. By consistently testing your brand, you can stay proactive against these things during seasons of change or uncertainty. Embrace the fact that, no matter the final result, your business will always grow from the experience.

![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/SUw35vVHRzCnVFwyBSY1)

The Importance of Brand Testing

I am extremely lucky to be surrounded by strong female leaders. In fact, our Vagaro community is made up of 64% women who are business owners.

In 2024, the entrepreneurial landscape has witnessed an inspiring surge in women-led businesses, with a significant presence in the self-care industry. Among the myriad of platforms facilitating this growth, we continue to be a prominent ally for women entrepreneurs.

My opinion in the realm of female entrepreneurship is that it is evident that women possess unique qualities that not only drive success but also reshape the business landscape. As a woman myself, I may have some bias, but I have also seen it firsthand.

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Historically, women in business have experienced many challenges. At present, we are starting to see more and more improvement. Some of those areas are:

* **Access to Funding**: Historically, women have encountered difficulties accessing capital to start and grow their businesses. Discriminatory lending practices and biases against female entrepreneurs have hindered their access to traditional financing options. However, women entrepreneurs are now actively seeking alternative sources of funding, such as angel investors, venture capital firms focused on diversity, crowdfunding platforms, and specialized loans tailored to women-owned businesses. 
* **Gender Bias & Stereotypes**: Women have often faced gender bias and stereotypes in the business world, leading to doubts about their abilities as leaders and decision-makers. However, women entrepreneurs are challenging these stereotypes by demonstrating their competence, resilience, and innovative thinking. They are asserting themselves as capable leaders, breaking down barriers, and paving the way for future generations of women in entrepreneurship.
* **Limited Access to Networks & Mentorship**: Access to professional networks and mentorship opportunities have been limited for women compared to their male counterparts. This lack of access has hindered their ability to seek guidance, build relationships, and access valuable resources. However, women entrepreneurs are now actively seeking out mentorship and networking opportunities through women-focused business organizations, online communities, and mentorship programs. These networks provide support, guidance, and valuable connections to help women entrepreneurs succeed.
* **Work-Life Balance**: Balancing the demands of entrepreneurship with family responsibilities has been a significant challenge for many women, especially given the fact that it’s women, still, who carry most of the load for childcare and household chores . Juggling multiple roles and responsibilities can lead to burnout and stress, impacting both personal and professional well-being. However, women entrepreneurs are now prioritizing self-care, setting boundaries, and implementing strategies to achieve a better work-life balance. They are embracing flexibility, delegating tasks, and seeking support from family, friends, and employees to manage their responsibilities effectively.
* **Lack of Representation & Role Models**: Historically, women have lacked representation and visibility in the business world, making it challenging for aspiring female entrepreneurs to envision themselves as successful business leaders. However, women entrepreneurs are now actively working to increase their visibility and representation in the entrepreneurial ecosystem. They’re sharing their stories, successes, and challenges, serving as role models and mentors for aspiring women entrepreneurs. By amplifying their voices and experiences, these women are inspiring future generations to pursue their own entrepreneurial dreams.

While we continue to navigate these challenges, we are becoming better equipped to discover opportunities and support each other. Female leaders and entrepreneurs must make the time and effort to nurture and help other women find their path any way they can.
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Women entrepreneurs bring a distinctive blend of qualities to the table, catalyzing their businesses' growth and success. One key attribute that sets them apart is their innate ability to lead with a balance of grit and nurturing qualities. Historically underestimated, women have developed resilience that fuels their determination to succeed. This blend of tenacity and empathy enables them to bring out the best in their teams, fostering a collaborative environment where talent thrives.

The approach that women take injects a refreshing outlook into the business world, characterized by modernity and adaptability. Embracing change as a constant, women entrepreneurs are adept at navigating evolving market trends and consumer preferences. Their agility in adapting to new circumstances allows

them to seize opportunities and stay ahead in competitive industries like the self-care field.

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At Vagaro, we serve as a powerful tool for women entrepreneurs looking to scale and grow their businesses. For aspiring entrepreneurs, leveraging Vagaro can streamline the process of starting a business in the self-care industry. How we can help:

* **Utilize Vagaro's Comprehensive Platform**: From [appointment scheduling](https://www.vagaro.com/pro/calendar) to client management and [payment processing](https://www.vagaro.com/pro/card-processing), Vagaro offers a full suite of tools to streamline business operations. 
* **Tap into Vagaro's Marketing Features**: Access [built-in marketing tools](https://www.vagaro.com/pro/marketing) for your business to reach a wider audience and attract new clients.
* **Leverage Vagaro for Capital**: Established small businesses can turn to Vagaro for capital, bypassing traditional avenues like banks and crowdfunding. Vagaro offers [small business funding solutions](https://www.vagaro.com/pro/vagaro-capital) tailored to the unique needs of self-care businesses, providing accessible funding for expansion and innovation.

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Women entrepreneurs are making significant strides in the business world, particularly in industries like self-care. With Vagaro by their side, they are scaling to new heights and reshaping the entrepreneurial landscape. Their leadership qualities, combined with a modern outlook and adaptability, are driving innovation and growth, inspiring a new generation of entrepreneurs to follow suit. As we celebrate the achievements of women in business, let us continue to support and empower them on their journey toward success.

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Women Entrepreneurs Continue to Flex, Scale & Grow in 2024

Movies like *RoboCop*, *The Matrix* and *M3GAN* have given us a glimpse into the world of artificial intelligence. It is thrilling as a new technological advancement that is already changing the way we do things. But as those movies touched on, should AI fall into the wrong hands without control and regulation, there’s potential for it to be harmful. Despite our mixed emotions and thoughts of robots taking over our jobs, the inevitable is that the future of this tech will continue to evolve whether we decide to accept it or not.

Many of us have taken ChatGPT for a spin, maybe downloaded an app that helps enhance our LinkedIn photos, used intelligence like Alexa and Siri to help us access information faster, order food, shop or locate our favorite playlist—but how far should we really go? Well, I personally am encouraging my marketing team filled with bright, creative and analytical professionals to not only stay on top of the trends of AI, but to also incorporate it in their professional day-to-day.

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My view on this is that AI won’t ever take the place of what we do, but it can help us get to our end result quicker and more efficiently. For my creatives and creators, they are tasked with taking a myriad of influences to build, write and design. They need to really understand our target audience, our services & offerings, see the data of what is working and what is not, and consider our internal processes to create. I believe they can use tools with AI to research, gain a starting point, or even use it to benchmark what they already have to determine how to move forward next.

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Videographers can create new AI footage based on what they’ve already filmed and execute new ideas or fill gaps even after they shoot. Designers can make edits to their images, add backgrounds, or produce design variations of their original graphics. Writers can expand their knowledge on a subject, explore new ways of articulation on a subject, and summarize themes of data collected from surveys and focus groups.

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My team of analytic drivers use AI daily to summarize trends & data. They are constantly tasked to monitor performance and success so they can optimize what isn’t working. Due to the speed of which we have to make decisions, having tools to help us turn the trends & data into something digestible helps us get from point A to point B that much faster. And as AI evolves and learns, we should eventually be able to get from point A to point Z faster as well. 

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Since we use AI in our everyday work lives at Vagaro and know how helpful it can be, we are now passing that on to our customers so they can reap those same benefits at their own businesses. And we’re giving them tips for [how to use AI](https://www.vagaro.com/learn/introducing-vagaro-ai) in a way that saves them much time and effort. I know it can seem daunting, especially if you’re not necessarily tech-savvy. But consider this: AI has been around for years—the big shift now is that it has become accessible & easy-to-use for everyone. AI has become democratized, so why not make it work for your business?

Vagaro has already taken a great step forward in 2024 with Artificial Intelligence as we now have the technology integrated into the fabric of our platform. It is no longer a tool that our hundreds of thousands of users have to hunt down—it is prominently placed as a functionality within the features of the software to assist you when you need it.

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All of this to say: Yes, while there are some who are terrified that AI is going to one day get out of control, the wild theories of it taking over and causing catastrophe is still a little far-fetched. It’s true that the fake images of celebrities and made-up occurrences are already alarming, but we also thought everything would shut down on New Year’s Day, 2000. We were skeptical about cell phones and using them as minicomputers that we walk around town with, capable of tracking our every move. Look at us now, sharing our locations and using them as fitness trackers. I can’t imagine trying to drive to a new destination without using my navigation. Can you imagine not knowing the answer to something without having the ability to Google it? What about trying to find businesses and services on an app or online marketplace like Vagaro? (You know I had to throw that in).

In all seriousness, technology has and will continue to lead us, and as professionals, we need to adapt and leverage these new tools to our benefit. I absolutely motivate my team to do this not only to help them in their day-to-day, but to also help them grow in their careers. My sincere hope is that, now that you can, our customers do the same.

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Why You Should Motivate Your Team to Use Artificial Intelligence

Growing up with my naturally textured hair was a reminder of my uniqueness. When you are a young child, you don’t think much about it. But, as you get older, it seems that society teaches you to see yourself—and those around you—differently. Beauty brands have come a long way since then. Women like me weren’t always seen in ads, commercials, or magazines. 

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But, just as women with anything but long, straight, and silky hair weren’t conveniently advertised as beautiful, access to services for my naturally curly hair were also not conveniently found.

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I find our recent [survey about textured hair](https://www.vagaro.com/learn/black-hair-skincare-new-york-bill-diversity-inclusion-vagaro#poll-findings) both insightful and exciting. It caught my attention because, on the surface in the U.S., we can seem to be so progressive and accepting of all people, no matter their nationality, color, size or shape. But if you take anything more than a cursory glance, it’s clear to see there is still a lot of work to be done around this topic. That’s why the initiative behind the new bill to level the educational playing field in an industry that plays such a huge part in self-care and how we define beauty is, well, exciting. It feels like we’re continuing to take small steps forward to change the narrative and societal standards.

Each improvement and every win absolutely matters.

The passing of [bills like S6528A](https://www.vagaro.com/learn/black-hair-skincare-new-york-bill-diversity-inclusion-vagaro) indicate progress in the industry, but it’s crucial for that momentum to continue in the right direction to make the salon, spa & beauty world not only diverse, but truly inclusive—especially for Black customers who seek self-care & beauty services who have been historically overlooked.

But what does that mean for salons that currently specialize in textured hair? Does this take away a niche market? My guess is, no. The African American beauty salon, as an institution, is not just a place where you can get the services you need; it is also an experience. [African American barbershops](https://www.vagaro.com/pro/barber-software) are the same way. They’re more than just a business where you can get a service done. For many African Americans, these shops represent community, camaraderie, and the preservation of a proud and shared culture, where we can talk about issues and experiences that are unique to us. There’s an entire [history](https://nmaahc.si.edu/explore/stories/community-roles-barber-shop-and-beauty-salon#:~:text=Since%20the%20turn%20of%20the,of%20importance%20in%20the%20community.) behind them. 

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But as America continues to blend in nationalities and cultures, some will purely identify with a blended experience. I am a mixed-race woman, and growing up, there weren’t many of us. I remember a lot of stares, questions, and finger-pointing when I was younger. Now, however, mixed race people are not only everywhere you look, but we also represent a wide array of beauty. Among people of color, there exists a multitude of different hair textures, some more wavy and some more curly. So now that it seems more states will start to implement similar textured hair policies for beauty education, there will be more opportunities for every single one of us. 

And that’s exactly why I don’t view this as an either/or situation. It’s a step toward an ideal circumstance where our community simply has more *choice*. It means more freedom when deciding where to go for a self-care day - like those who may not have natural, textured hair - who can already walk into essentially any hair salon and be able to get pampered.  

Ideally it will mean that gone are the days for people like myself and my loved ones who may not feel like they belong, who may have been “othered,” or even turned away from certain hair salons.  Personally, if I’m having a bad hair day and need a quick fix, it will be nice to have the choice to head to the nearest shop with the soonest appointment, regardless of my race. Or if I want to share a more holistic experience with members of my community, I can still choose to specifically visit an African American-owned salon and do just that.  

While this is a great step toward progress, in my opinion, it’s an even greater step toward inclusivity and the luxury of choice. 
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Thoughts From a Curly Girl on NY Textured Hair Bill


Hello, everyone, and welcome to my corner of the Vagaro Pro Blog! My name is Charity Hudnall, I’m the Chief Marketing Officer at Vagaro—a title which I’m proud of and have earned after establishing a proven track record of leading businesses of all sizes to next-level success, from the developing startup to large-scale corporations.

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If you’re a fellow marketing pro looking to take your career to the next level, a woman navigating the corporate world, or somebody who’s simply interested in learning more about marketing best practices & tips, I hope you’ll find value in following along on my blogging journey.

So, where did it all start?

I entered the professional scene during the dot-com era, coinciding with the rise of social media, e-commerce, and search engine optimization (SEO). Wow. Admitting it makes me feel a bit seasoned, but what I value and miss the most from that period is its uniqueness. The skillsets and insights that professionals who were lucky enough to gain during that time are irreplaceable assets. Even today, those resources remain so valuable in the current business landscape.

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Okay, okay—yes…it was also a time when beer breaks and technology cults were at their peak and many people weren't necessarily too preoccupied with their “official title.” During that time, a lot of us were just happy to be a part of the scene and directly involved with the cause. The status quo and stale corporate traditions went out the window. Those who were smart, savvy, and scrappy enough made something amazing out of their work.

This tech boom was a bit of a love fest and a protest, all in one era. It was thrilling. I can feel the energy coming back to me any time I reflect on it. We all BELIEVED, and we all worked with such conviction.

While working at a handful of tech companies—where the size of the organization ranged anywhere from a handful of us that could fit in a living room to mega corporations—there was a point when I knew I found my niche. To put it bluntly, I became really darn good at coming into a complex situation or joining a company with little to no marketing and using my scrappy experience & pure drive to help elevate the organization. I was even better at finding gaps and filling them. But the skillset I can really hang my hat on is building and leading talented teams.

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Of course, my background doesn’t consist solely of Silicon Valley dreams of making it big. I also experienced some significant twists and turns that many women undergo at some point in their professional careers. The largest of all, I would say, was the decision to have children.

During my pregnancy with my first son, I had been working really hard at a fashion business. That’s right—a non-tech company. At the time, we were releasing our latest line and seasonal look book. I was so excited to bring all my knowledge to this organization that included gaining an internet presence, digital ads and—OMG—becoming data-driven. While seven and a half months pregnant, I launched their first E-commerce site. It was one of the largest initiatives the company ever experienced and by the following year, it began driving millions in revenue to the business! Soon after the launch, though, I started to show some complications with my pregnancy and my doctor ordered bedrest.

Coming off such an exciting professional high, bedrest was not something I was open to. So, three days out of the week, I worked from my bed with my laptop propped up with a pillow. The other two days a week, I decided to commute one & a half hours to the office so I could be physically present and in the mix, like I loved to be. That lasted about two weeks and, after a long commute home from the office one day, my water broke. I delivered my son one month early.

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Still, I worked through my maternity leave at home while taking care of my son. But when it came time to go back into the office, I had an ah-ha moment. I was now responsible for my son—another human’s life—and while I wanted to work, I wasn’t ready to leave him.

The next chapter included my decision to find a way to have a flexible schedule so that I could be a hands-on mom, but still feel like I could fulfill my desire to work. So, my husband and I bought into a franchise business. We bought a UPS Store. I knew nothing about shipping packages, but I thought, “How hard could it be?” After all, I helped hundred-million-dollar companies build their businesses and grow! Off that success, we bought another UPS Store. 

However, I realized I was simply not happy, career-wise. After a couple of years, I felt like I was not fulfilling my calling. So, we ended up selling those stores and I headed back to the corporate world.

![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/ZXPHmiOTvq2jQoszaI1K)

I went to work for a couple of start-up companies to get my chops back again. Both companies had products that most marketers might think were incredibly difficult to market, but I personally loved the challenge. These were the perfect opportunities for me to get my confidence and conviction back while simultaneously helping the businesses grow and thrive.

Small businesses with the potential to truly scale and grow are very fulfilling to work for, and with. Going back to the start-up where I rekindled my corporate career, I then worked my way back up to a mid-size company and, later, to a billion-dollar technical consulting company where I really had my work cut out for me. That eventually led me to my most recent chapter, here, with Vagaro.

> "This is why I particularly love working for Vagaro, because with more than 81,000 businesses using our platform, it’s like I work for all of them and want to see them all experience success."

Growing my career in the dot-com era was a huge foundation for me. Finding talent that has the conviction and grit like we did during those days is not easy anymore, but that’s exactly what I look for when I build a team. I need talent that wants to be a part of something special—and we have something special here at Vagaro. The centerpiece of what we do is our community of customers.

![](https://us-west-2.graphassets.com/AalLHDRueT6SDLkGLppQVz/dl77TQ2DTkGTs9SZyoXY)

I can take everything I know from working at all different-sized companies, working through office politics, complexities and knowing what it feels like to be an entrepreneur myself, and I can now put myself in the shoes of our customers—the business owners we serve.

So, now I’m at an interesting point in my life where I really feel the importance of sharing my experiences—the good and the bad. My hope is that, maybe, I can prevent someone from making the same mistakes I did or help them become inspired by the situations that went “right” for me. Even if the specific situation is not exactly something that everyone can relate to, the sentiment of the process I went through might be helpful. They are all learning lessons for anyone who is interested, and I hope you find them valuable. Stay tuned!
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