2026 ISPA CONFERENCE

expect them to do the same for customers. Don’ t assume employees know what a great experience looks or feels

like— after all, so many consumer experiences are just ordinary. Treat your employees well, and they’ ll treat your customers well. Then empower them to always do right by a customer, without fear of reprisal. Maybe you coach them on how to do it differently the next time, but never scold an employee for trying to make things right with a customer.

PULSE: You recommend leaders step into their customers’ shoes. What’ s the most eye-opening thing a leader typically learns when they do this? DG: When you become a customer of your own business, you see it from precisely the opposite perspective. This is critical. Walk in the front door of your spa and notice if there are fingerprints on the door. Look around the waiting room to see if it looks comfortable, if the magazines are current, if there are sample products to try or available mints. Sign up for a massage or other procedure at your own spa so you can literally feel what your customers feel. Schedule it online so you go through that process. Visit your bathroom and note how you feel. Pay attention to everything, and the ideas will come! n

A wellness habit you wish you’ d discovered earlier? Shower mist!

The most influential sense for shaping memorable experiences? Taste— I now refer to myself as a food tourist when I visit new places.

The book you gift most often? They Ask, You Answer by Marcus Sheridan( recently re-released as Endless Customers)

A recent discovery that’ s made your life better? The YOLO perspective— it’ s very freeing.

Describe a great leader— in one word. Supportive.

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