Episode Overview

Podcast: Med Spa CEO
Host: Heather Terveen
Episode: The 4 C's Framework to Take Your Team from Stuck to Full Buy-In
Date: October 29, 2025

In this episode, Heather Terveen dives deep into the common challenge of team resistance when implementing new systems, offerings, or structures in med spas and aesthetic practices. She introduces the "Four C's" framework—a practical model to help med spa leaders guide their teams through uncertainty and foster true buy-in and high performance. The episode is rich with actionable advice, specific examples from the med spa industry, and Heather’s signature blend of empathy, encouragement, and no-nonsense strategy for boutique business owners.

Key Discussion Points & Insights

1. Understanding Team Resistance (07:35–14:25)

• Resistance is Natural:
  Heather emphasizes that resistance is not evidence of a broken or unmotivated team, but a normal human response to change.

  “Resistance doesn't just mean your team is broken or lazy or unmotivated. It really just means that they're human.” (08:54)

• The Neuroscience Behind Resistance:
  The brain codes change as danger and prefers the “path of least resistance.”
  Example: Providers being asked to sell higher-ticket packages may feel like their identity is being threatened, hence emotional avoidance.

• Performance vs. Potential:
  Sometimes, underperformers need a better system rather than replacement.

• Messiness of Change:
  Early stages of implementing new systems are always messy. Leaders have to persist past initial pushback to cultivate capability and confidence within the team.

2. Introducing the Four C's Framework (14:26–23:45)

The Four C's (via Dan Sullivan):

1. Commitment:
   Commit to the new goal or system.

   “We have to commit to whatever the new thing is.” (15:09)

2. Courage:
   Courage is needed before confidence. This stage is characterized by discomfort, fear, or embarrassment, and is necessary for growth.

   “We don't have to be confident. We have to have courage. And courage doesn't always feel good.” (15:35)

3. Capability:
   Capability builds through repeated action while feeling discomfort. It comes after pushing through the courage stage.

4. Confidence:
   Confidence is the reward for capability, not the starting point.

   “Confidence only happens after we become capable in something.” (18:23)

• Common Pitfall:
  Many business owners quit at the first sign of discomfort, missing the stages necessary for lasting change.

3. How to Lead Through Resistance (23:46–37:20)

Heather offers a five-point approach for leading teams through the Four C’s as they encounter new initiatives:

1. Clarity

Be crystal clear on expectations and why the change matters.

• “Resistance grows in vagueness.” (25:41)
• Vague directions cause confusion and overthinking. Spell out exactly what’s changing and why.

2. Alignment

Connect changes to personal wins for team members.

• Increased performance can mean happier patients, more fulfilling relationships, and improved earnings with bonus structures.

3. Repetition

Don’t expect mastery right away – reinforcement and consistency are crucial.

• “Don’t expect them to have confidence when they are doing something new...there’s always a learning curve.” (29:12)
• Stay the course and do not abandon new systems because of initial discomfort or imperfect results.

4. Encouragement

Positive accountability and affirmation multiply impact and buy-in.

• “Words of affirmation cost you nothing. And they can give you tenfold.” (30:03)
• Celebrate attempts, not just results; build a growth mindset culture.
• Publicly praise; give constructive feedback privately.

5. Structure

Provide tools, frameworks, and scripts.

• The more structured and systematic the rollout, the less your team feels like they’re “winging it.”

Notable Quotes & Memorable Moments

• On the discomfort of doing new things:

  “Courage actually feels like sometimes embarrassment, sometimes disappointment, sometimes it feels like defeat...all of those emotions take courage.” (15:48)

• On building a culture of feedback:

  “Making the culture that, like, we do feedback here because we're all trying to improve— all of us together, all of us could be doing better.” (35:18)

• On the true meaning of growth mindset:

  “With a growth mindset, it sounds so lovely and fluffy, right?... but really it means we experience more of those, you know, emotions that can feel like discomfort because we're pushing ourselves out of our comfort zone all the time.” (32:20)

Important Timestamps

• 00:00 – The value of positive affirmation in building team culture
• 07:35 – Introduction to team resistance and why it occurs
• 14:26 – The Four C’s Framework: Commit, Courage, Capability, Confidence
• 25:41 – Leading with clarity and why vagueness breeds resistance
• 29:12 – Emphasizing repetition and managing expectations around mastery
• 30:03 – The transformational power of encouragement and affirmation
• 32:20 – Reframing the “growth mindset” as embracing discomfort
• 35:18 – Making feedback part of your team culture

Action Steps for Med Spa CEOs

• Give crystal-clear directions on new initiatives and explain their importance.
• Tie individual and team benefits directly to the change.
• Reinforce new systems consistently and don’t expect overnight success.
• Foster a positive accountability culture with frequent encouragement.
• Provide concrete tools and frameworks so no one is left guessing.

Final Thoughts

Heather concludes: Leading teams through change isn’t about demanding instant confidence or labeling resistance as failure, but about structuring the journey through clarity, encouragement, repetition, and support. With the Four C’s framework and a growth-driven, affirming culture, med spa leaders can develop teams that aren’t just compliant, but fully bought in—ready and able to deliver exceptional results and experiences.

This summary captures the heart and actionable insights of Heather Terveen’s episode for med spa leaders facing growing pains and striving for a thriving, high-performing team.