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Engaging in Productive Discomfort

By: Jane Wurwand
Posted: August 21, 2008, from the September 2008 issue of Skin Inc. magazine.
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Tiny, continuous improvements also lead to larger shifts. For instance, look at your waiting area. Is that tired sofa and those tattered magazines really the best use of your space? Instead, consider creating a treatment environment for abbreviated, super-targeted skin care services, such as treating a sunburn or a sudden blemish. Ditto for your tester unit display. Consider creating your own interactive play area where one or two clients may be seated on bar stools and allowed sample products. Provide steam, towels, headbands, skin-friendly beverages and cotton swabs to make the experience truly immersing.

Be brave

So, in the end, I encourage you to fumble. Get on the wrong train. Order the funkiest thing on the menu, or, better yet, go to a restaurant where you can’t read the menu at all and ask someone at the next table to order for you. Take a chance. Because only by reaching beyond what we know all too well may we catch the first glimpses of what is truly possible.