Med Spa CEO Podcast

Episode: Upgrade 4 Core Beliefs That Are Secretly Capping Your Revenue (with THIS Framework)
Host: Heather Terveen
Date: December 3, 2025

Episode Overview

In this insightful solo episode, Heather Terveen unpacks how limiting beliefs—not a lack of strategy—are the real ceilings on med spa revenue and growth. Drawing inspiration from her recent experience at the “Soft Girl Millions” mastermind event, Heather introduces listeners to the “Belief Diamond,” a practical framework for identifying and upgrading the four core beliefs that determine whether you, your team, and your practice can uplevel results. This episode delivers actionable advice for med spa owners aiming to empower themselves and their teams, break revenue barriers, and create truly sought-after practices—without grinding themselves down.

Key Discussion Points & Insights

1. The Real Barrier: Internal Architecture Over Strategy

Heather opens with a powerful thesis:

• Limiting beliefs cap your ability to implement strategy:

  “You cannot out-strategize your internal architecture if you have a limiting belief system. If your mindset and your identity is capping you, there's no amount of strategy and game plans we can give you that will out-punt that.”
  — Heather (00:00, 06:22)

• Most strategies are accessible:
  With the internet and AI, the difference between high-performing med spa owners and others isn’t secret strategy—it's their internal capacity and belief system.

2. Magic of Masterminds: Lessons from the Event

Heather describes her experience at the “Soft Girl Millions” mastermind with Leanne Lopez Mosley:

• The paradox of success without the hustle:

  “How can we grow our business while also still remaining with softness and... not have to hustle harder in order to achieve the millions, if you will, and not even just millions, but whatever success looks like for you?”
  — Heather (07:20)

• Mindset over mechanics:
  The most successful attendees didn’t have better strategies, but superior belief frameworks.

3. Why Do Others Out-Earn You with Less Expertise?

Heather addresses a common frustration: seeing less experienced competitors achieve greater success.

• Their edge is belief:

  “The reason why is because they have the Belief Diamond happening in the background.”
  — Heather (12:00)

• Success comes down to internal narratives, not external know-how.

4. The Belief Diamond Framework (Main Segment: 14:55–27:10)

Heather details the four core beliefs that operate as secret revenue levers:

a. Belief in Yourself

• You are the leader and creator of outcomes:

  “Belief that you are the leader of your business. Belief that you can create whatever outcomes or results that you want.”
  — Heather (18:30)

b. Belief in Your Offers

• Your services create outstanding results:

  “Belief that your offers create incredibly outstanding outcomes and results for the humans that you serve.”
  — Heather (19:22)

c. Belief in Your Market

• Your community wants and needs what you do:

  “Belief that your market is primed for what it is that you do. Belief that there are plenty of really qualified humans in your market... dying to find an expert just like you.”
  — Heather (20:15)

d. Belief in Your Clients/Patients

• They have the means and desire:

  “Belief that your clients and patients have the money, they have the time, they have the desire, they have the will for what it is that you and your team are most expertly poised to help them get their desired outcomes and the problems that they're looking to solve.”
  — Heather (20:55)

• Belief system as self-fulfilling prophecy:
  The reticular activating system in your brain works to find evidence for whatever you believe (23:10).

Exercise for Listeners:

Heather offers a journal prompt (24:30):

• Draw the Belief Diamond, label the four areas.
• Score each area 1–10 (10 = “delulu,” unshakeable belief).
• Identify gaps to understand your current results.

5. Application with Teams (27:20–30:50)

• Key to transforming team performance: Heather regularly coaches team members on confidence, certainty, and conviction, using the Belief Diamond to spot and address core belief gaps.

• Hiring & management tip:

  “If you have somebody who is just... that they're always going to be challenged and they have lots and lots of beliefs that are going to limit them in these four core areas, you know that those humans are just going to be tough nuts to crack... when it comes to coaching.”
  — Heather (29:40)

• Leaders should assess and develop these four belief areas in themselves and when hiring or coaching staff.

6. General Advice & Next Steps

• Work on beliefs as you would on strategy:

  “If you can continually hone your belief in these four core areas, you will have the internal architecture that you need to grow your business to the next level in 2026 and to actually build the support team and the team around you that will make that a self-fulfilling prophecy too.”
  — Heather (30:55)

Notable Quotes & Memorable Moments

• On limiting beliefs vs. external circumstances:

  “When you abdicate the results that you're creating to other things, you disempower yourself from being able to create what you want... It's just not very useful to spend a lot of time telling yourself those stories.”
  — Heather (11:24)

• Criteria for great team members:

  “Your best team members who are able to actually take action... the ones that have high belief in these four areas are the ones who are absolutely rock stars.”
  — Heather (26:10)

• On delusional belief:

  “I want delusional, delulu belief for you...”
  — Heather (24:55)

Timestamps for Important Segments

• 00:00 – 04:30 | Opening reflections & importance of mindset vs. strategy
• 07:15 – 11:00 | Lessons from the “Soft Girl Millions” mastermind
• 14:55 – 27:10 | Deep dive: The Belief Diamond framework explained
• 24:30 – 25:45 | Self-assessment exercise for listeners
• 27:20 – 30:50 | Application to team coaching and hiring
• 30:55 – 32:03 | Closing thoughts & challenge

Tone & Language

Heather’s delivery is direct, encouraging, and motivational. She blends empathy with no-nonsense advice, challenging listeners to look inward, be “delulu” in their belief, and take practical action. Her tone is supportive but holds listeners (and their excuses) accountable for outcomes.

Summary

This episode is a must-listen for med spa owners who feel like they’re doing everything right strategically, but aren’t seeing the revenue or growth they desire. Heather Terveen’s Belief Diamond framework offers both a mirror and a map: diagnose which core belief is capping your results, and then relentlessly work on upgrading it—for yourself and your team. Strategy matters, but your foundational beliefs are what let strategies work in the first place.