Change can do you good: why rein­ven­tion is the vi­tal new norm

Sunday Independent (Ireland) - Business & Appointments - - FRONT PAGE -

RE­GARD­LESS of your sit­u­a­tion, we all have one thing in com­mon. Each one of us is get­ting older. That age­ing is usu­ally ac­com­pa­nied by a change in our think­ing, be­hav­iours, in­ter­ests, shape, dress, hair, health and most cer­tainly our skin. I’ve worked with many beauty brands over the years and I have beauty ther­a­pists in my fam­ily. I reg­u­larly hear about the pow­er­ful im­pact that our skin has on how we look and feel about our­selves.

Our skin nat­u­rally re­ju­ve­nates when we sleep but work-load and stress neg­a­tively af­fects our sleep pat­terns. So if you’ve just stud­ied your­self in the mir­ror, I have some good news for you! Bel­lazza Clinic For years, skin­care was aimed prin­ci­pally at women. But men are now much more con­scious of how they look. Con­se­quently there is sig­nif­i­cant growth in skin­care treat­ments for them. But it’s not just about lo­tions and po­tions. More men now visit sa­lons for a scrub-up.

Cater­ing for women and men, Bel­lazza Clinic is based in Ranelagh in Dublin. Owned and man­aged by Sue Mach­es­ney, the busi­ness started out as a reg­u­lar beauty sa­lon. Over the years, Sue’s knowl­edge and pas­sion for skin­care grew.

The clinic then de­vel­oped a strong ex­per­tise and rep­u­ta­tion spe­cial­is­ing in rein­vig­o­rat­ing the face and body with non-in­va­sive anti-age­ing treat­ments. “Age­ing is not nice and I be­lieve we all de­serve to look the best we can for our age.

“When we do, we feel bet­ter. And the in­stant grat­i­fi­ca­tion that we get from a skin treat­ment is great for our state of mind too,” says Sue.

A reg­u­lar guest on TV, she has been a driv­ing force in the in­dus­try, in­no­vat­ing and keep­ing up with the new­est tech­nolo­gies. Bel­lazza was one of the first clin­ics in Ireland to in­tro­duce laser skin treat­ment and semi-per­ma­nent make-up. Change tips There is a per­pet­ual strug­gle in get­ting the bal­ance right be­tween fam­ily and busi­ness. Real life brings roller­coast­ers to all of us, pro­fes­sion­ally known as the ‘sig­moid curve’. (Pic­ture the let­ter ‘S’ on its side).

If we don’t man­age it ef­fec­tively, the im­pact can show in the busi­ness with our col­leagues and sup­pli­ers. Our cus­tomers too will no­tice it.

The trick is to an­tic­i­pate and avoid the dip and to do what­ever you can to get onto an up­ward swing. We can’t al­ways see that for our­selves and that’s why it’s im­por­tant to lis­ten to those around us that have our best in­ter­ests at heart. Here is what Sue did. 1 Re­con­nect with wider mar­ket in an ob­jec­tive way Sue lis­tened to her­self and close friends and fam­ily. She then took time away from the busi­ness for a few days just to think. She con­sid­ered the chang­ing life­style trends and the new­est non-in­va­sive tech­nolo­gies in the skin­care mar­ket. That en­abled her to iden­tify real op­por­tu­ni­ties for the next few years. She also con­sid­ered the threats in terms of new com­pe­ti­tion and other neg­a­tive trends. 2 Iden­tify your own strengths and weak­nesses. Against the back­drop of the op­por­tu­ni­ties and threats you have iden­ti­fied, con­sider what your strengths are. A good check­list to use is peo­ple, prod­uct/ser­vices, route to mar­ket, mar­ket­ing, in­ter­nal con­trols (such as costs, IT, sys­tems etc.). Fol­low that with iden­ti­fy­ing your weak­nesses, us­ing the same check­list. Be hon­est and ob­jec­tive here. Chal­lenge your­self. 3 Do a gap anal­y­sis and con­sider your options. When you have pri­ori­tised your list of options, do a cost-ben­e­fit anal­y­sis on the ideas you favour most to help you to nar­row the fun­nel. 4 Draw up an ac­tion plan. Make a list of what needs to be done, by whom and by when. Sum­mary When life presents chal­lenges to us at home and in our busi­ness, it is easy and quite un­der­stand­able to fall into a rut of com­pla­cency, pro­cras­ti­na­tion and maybe even some self-doubt.

We see younger peo­ple fly­ing around the place with ‘dig­i­tal this’ and ‘apps for that’ and we won­der if we can ever catch up. That is to­tally within our con­trol.

Arnold Sch­warzeneg­ger has suc­cess­fully rein­vented him­self a num­ber of times. Start­ing out in life as a body-builder, he went on to be­come an A-list ac­tor in Hol­ly­wood. He rein­vented him­self again as the repub­li­can gover­nor of Cal­i­for­nia. More re­cently he has re­turned to act­ing again. Now we don’t have to be so dras­tic or ad­ven­tur­ous in how we re-in­vent our­selves or our busi­ness. But fast change is a re­al­ity of our new world, re­gard­less of whether you are an em­ployee or self-em­ployed. From now on, rein­ven­tion ev­ery few years will be the new norm.

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