The new normal

Lauren Gibson has over 15 years’ experience in the professional skincare industry and considers herself an industry change maker and energetic influencer of people, teams and business. Having been in strategy and management for the last six years with Dermalogica, she is passionate about coaching, self-care and forward thinking in businesses. Gibson has completed her PG Diploma in Management Practice with UCT GSB and looks forward to a new career internationally.

laurenleigh.gibson@gmail.com

The most asked question at the moment is – what does the new normal look like and what does that mean for my business? LAUREN GIBSON provides some answers. usiness expert, Eric Schmidt, wrote an article for McKinsey recently in which he stated: “We are producing a new generation that’s going to be smarter than previous ones, because its members are growing up in a more sophisticated, digitally native and intense world. Part of a leader’s job is to be a magnet for such people and to get them to be the best that they can be.

“Four in 10 people in the world are under 25 years old. This next generation is going to change the demographics of the workplace in a profound way. They have enormous energy but lack business experience. Business leaders should embrace being educators and mentors for these people as part of their everyday role. It’s both good for business and personally satisfying.”

Staff

I am sure most of you can agree that one of the biggest frustrations we face in the industry is staff. And within the staff realm there is a whole host of other concerns, such as renumeration, how to motivate them, how to get them to engage with clients in a meaningful way, and the list goes on.

However, given the times that find ourselves in (and I dare not say the ‘C’ word), this young generation could be what saves most of our businesses. Being in lockdown and having to change the ‘way we work’ by moving from a high touch industry to a no touch physical distancing world has been a hard adjustment.

One way to motivate your staff at this time is to assign them roles and responsibilities within your business, almost as mini projects, to start planning the new normal for how your business will look and operate in the near future. This will allow them to engage their skills and learn new business skills, which most young therapists don’t yet possess.

Virtual world

We thought that virtual consults, digital video calls for skin analysis and how to use products (through the mirror me principle) were years away. No – it’s here now and it’s moved quickly because we had no option. And if you aren’t doing it, you will lose your clients to someone who is – another salon, a beauty YouTuber or a young up and coming therapist who knows tech and is now in her or his element.

This blended approach allows for innovation, not only in your business but within your own teams. It allows them to shine on their strengths and this motivates people to want to be part of the bigger purpose.

Right mix

The new normal is going to be about having the right mix of people in your business to ensure it not only survives but thrives. And by mix of people, I mean in regards to skill set, value add to the business, ability to think ahead and innovate. Yes, diversity is one thing but it’s not everything. Skill sets and additional value will become one of the most sought after ‘commodities’ in our industry, as we shift to a new way of working within our industry – usually a very high touch and manual business with limited tech has now become limited touch with high tech. Go figure!

Optimism

Kevin Sneader, the global managing partner of McKinsey, recently wrote: “The point is that where the world lands is a matter of choice – of countless decisions to be made by individuals, companies, governments and institutions. The early 20th-century British explorer, Ernest Shackleton, once noted: ‘Optimism is true moral courage’. Optimism and courage: these qualities are needed more than ever as leaders make the decisions that will shape the next normal.”

I encourage all of you to lean into the optimism and have the courage to do things differently. Let your team take the lead. Let them run projects. Ask for advice. And start getting used to never being comfortable with any form of normal again. PB B