JON ACUFF’ S BOOKSHELF:
Pulse: In Start, you distinguish between the“ average” path and the“ awesome” path. Spa and wellness leaders often sit at the center of both— creating transformative experiences while wrestling with staffing, expenses, and rapidly shifting trends. How can leaders in this industry can stay on the“ awesome” path without burning out? Jon Acuff: One of my favorite soundtracks when it comes to being awesome is“ Data kills denial, which prevents disaster.” The only way to know you’ re on the“ awesome path” is to pay attention to what the data is telling you about your progress. It’ s critical to have regular check-ins with yourself, your team and your finances so you don’ t end up somewhere you weren’ t expecting.
Pulse: The Career Savings Account in Do Over reframes how we think about skills, relationships, character and work ethic. What part of that framework is most crucial for leaders in guest-driven environments like spas? JA: Relationships are the key to a guestdriven business. People don’ t stay with a guest-driven business because of the brand. They stay because of the people. You need ever-evolving skills, undeniable character and a relentless work ethic but above all you need to be pouring time, energy and excellence into your relationships.
Pulse: In Finish, you emphasize overcoming perfectionism. Hospitality’ s aim is to create flawless experiences. How can perfectionism both help and hinder spa leaders— and where’ s the healthy middle ground? JA: The problem with perfectionism is that it often comes at the cost of innovation. A true perfectionist is resistant to change because they expect to be perfect at something they’ ve never done before( which is— of course— impossible). When they fail, they quit the new thing, often in a huff. Strive for excellence but at the same time give yourself the freedom to learn new ideas that will at first be imperfect. Perfectionists don’ t like to admit this, but momentum is often messy. That’ s not failure, that’ s growth.
Pulse: In Soundtracks, you show how overthinking can become a superpower. What new“ soundtracks” might help spa leaders who must stay calm, empathetic and operationally sharp every day? JA: Here are a few: l It’ s impossible to get stuck somewhere old if you keep learning something new. This one reminds you that developing new skills / services will prevent your business from growing stagnant. l Bravery is a choice, not a feeling. This one reminds you that if you don’ t feel brave some days, you can still be brave, because it’ s not a feeling. It’ s a choice you get to make as a leader. l Read less minds, ask more questions. That is the formula for developing empathy. Don’ t try to guess what your guests want. Ask them.
Pulse: Your podcast and book All It Takes Is a Goal encourage making progress in our personal and professional lives—“ all while actually enjoying the ride.” If a spa director or general manager wanted to begin making measurable improvements today, which of the podcast’ s 250-plus episodes would you point them toward first? JA: I would start with episode 225: Success or a Story.
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