Med Spa CEO Podcast: Episode Summary

Title: Why Innovation is Your Real Job As a CEO
Host: Heather Terveen
Release Date: June 11, 2025

Heather Terveen dives deep into the crucial role of innovation in leadership, emphasizing that as a CEO, fostering creativity isn't just beneficial—it's essential for sustained success. This episode, "Why Innovation is Your Real Job As a CEO," unpacks the mindset and strategies necessary for med spa and aesthetic practice owners to lead creatively and strategically in a competitive landscape.

1. Introduction to Innovation as a CEO Role

From the onset, Heather establishes the foundational premise that intellectual property has become the modern-day "oil," underscoring the necessity for continual innovation (00:00). She frames innovation not just as a business advantage but as the core responsibility of a CEO aiming to distinguish their practice in the market.

Heather Terveen (00:00):
"Intellectual property really requires innovation. It requires ideas that are different than other people in your industry. That takes creative leadership."

2. Personal Journey and Insights

Heather recounts her transition from a corporate sales and marketing background to the aesthetics industry. Her initial experiences, including a collaborative venture with a theater-major family practitioner, highlight the synergy between creative and strategic thinking.

Heather Terveen (02:50):
"We had so much fun coming up creatively with the marketing and the offers. It was a match made in heaven for us really doing things differently."

She notes that operating in a pre-social media era allowed for more unique idea generation, as businesses weren't mirroring each other's strategies online.

3. The Importance of Creative Leadership

Central to the episode is the assertion that CEOs must embody the role of Chief Creative Officer. Heather stresses that delegating creative responsibilities can stifle a business's potential for differentiation and growth.

Heather Terveen (05:30):
"When you get stuck in the weeds of working in your business, that creative muscle becomes dormant. You need to lead your business to new levels through innovation."

4. Case Study: Steve Jobs and Apple’s Innovation

Heather uses Steve Jobs as a prime example of a creative leader whose personal interests—such as a college calligraphy class—shaped Apple's design-centric approach. This anecdote illustrates how personal creativity can have profound business impacts.

Heather Terveen (10:15):
"Steve creatively thought through doing things differently. Apple became a brand built around design first and technology second."

5. Key Areas Requiring Creative Direction in a Med Spa

Heather outlines several critical domains where CEOs must infuse creativity to maintain a competitive edge:

a. Offer Innovation

Developing unique service packages that stand out from competitors is paramount. Generic offerings dilute a med spa's unique value proposition.

Heather Terveen (15:45):
"If you have a generic menu like everybody else, your unique value proposition is going to be a lot tougher to convey."

b. Marketing Ideation

Crafting distinctive marketing campaigns and messages ensures that communications resonate uniquely with the target audience.

c. Intellectual Property

Protecting and leveraging unique ideas and methodologies fortifies a practice's market position.

d. Sales Strategy

Designing innovative customer journeys and sales funnels can significantly enhance conversion rates.

e. Customer Experience, Vision, and Culture

Cultivating a unique customer experience and a strong organizational culture rooted in innovation fosters loyalty and long-term success.

6. Building Your Creative Muscle

Heather emphasizes that creativity is a muscle that needs regular exercise. She provides actionable strategies for CEOs to cultivate their creative capacities:

a. Creating White Space

Allocating dedicated time for creative thinking is essential. Heather cites leaders like Bill Gates, who takes retreats for strategic thinking, as exemplars.

Heather Terveen (25:00):
"You have to create some time to actually think. These leaders understand they need the white space to be the innovator for their business."

b. Daily Practices for Creativity

Incorporating routine creative activities, such as journaling or sketching, can stimulate innovative thinking.

c. Tools and Techniques

Heather shares her personal practice of using a sketchbook to jot down ideas, enabling different parts of her brain to engage creatively.

Heather Terveen (30:20):
"Drawing shapes, doodling, writing out ideas in a sketchbook helps kick a different part of our brain into action."

d. Leveraging AI for Creativity

Introducing "Ask Heather AI," a tool designed to amplify creative ideation through tailored GPTs that assist with offers, sales training, and content creation.

Heather Terveen (35:10):
"AI helps expand me. It’s a creative partner that allows me to 10x my creative genius."

She clarifies that AI should augment human creativity rather than replace it, urging CEOs to use such tools to enhance their innovative capacities.

7. Conclusion: Embracing the Creative Leadership Role

Heather wraps up by reinforcing the necessity for med spa CEOs to prioritize creative leadership. She encourages listeners to implement the discussed strategies to nurture their creative muscles, ensuring their practices remain unique and competitive.

Heather Terveen (50:00):
"If we don't actively build our creative muscle, we risk becoming mere regurgitators of existing information, losing our unique edge in an information-saturated world."

She invites med spa owners to explore further resources and support through the Med Spa Advantage program, aiming to help them grow profitably while maintaining personal well-being.

Key Takeaways:

• Innovation is Essential: CEOs must prioritize creative leadership to differentiate their practices.
• Creative Leadership Areas: Focus on offer innovation, marketing, intellectual property, sales strategies, and customer experience.
• Cultivate Creativity: Establish daily creative routines and allocate time for strategic thinking.
• Leverage Tools: Utilize tools like AI to augment and enhance creative processes.
• Continuous Growth: Embrace the role of Chief Creative Officer to sustain long-term success.

By embracing these principles, med spa and aesthetic practice owners can lead their businesses with creativity and strategic insight, ensuring both personal fulfillment and professional excellence.