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Business Success Part 1: What Makes a Successful Company?

By: Cathy Christensen
Posted: March 30, 2010, from the April 2010 issue of Skin Inc. magazine.
Cygalle Healing Spa

Cygalle Healing Spa hasn't been very affected by the economy due to its location and focus on holistic wellness. "I'm in the right marketplace at the right time," says Dias.

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Owen practiced what she preached in order to survive the recession, revising staffing, providing a fuller and lighter staff availability depending on what was needed. “We also explored new marketing trends, such as social media marketing and online marketing,” she says.

Wurwand agrees that a reinvention of marketing is critical to success. “You have to use social media. It gives you another opportunity to reach out. Every spa is like a social media hub; it’s all about conversation, and social media is allowing you to make the conversation bigger. This is what we’re really good at and it is a natural fit for our industry,” she says. “When we look back, we are going to see a lot of great companies were started during the recession. Why not reinvent or jump start your business now?”

Outlook

Perhaps the most important component to business success is the business owner’s perspective. Optimistic, pessimistic, realistic or idealistic, the outlook that drives a company’s leader will set the tone for the business’s employees and clients, whether you like it or not.

When McNair-Wingate began her business, she knew failure wasn’t an option. “I knew that I had to be willing to do whatever it took to make it work. I don’t know if you would categorize that as survival, but I was always told—and believed—that if you did what you loved, you would never have to work a day in your life,” she says. “I knew that if I stuck with it, it would eventually work, because I believe that’s what makes people successful—continuously doing the same right thing.”

It isn’t only persistence that makes a successful outlook, however; it also involves a true sense of faith in the business you are growing. “It is important to believe in what you’re doing very much; be passionate about what you’re doing,” advises Hennessy. Dias agrees. “You need to start off with a dream or come from a passionate place, something that you really believe in personally, and you can see other people caring about, too,” she says.