Spa Marketing Made Easy Podcast Summary
Episode: SMME #418 Assembling Your Unicorn Team with Jen Kem
Release Date: January 27, 2025
Host: Daniela Woerner, Licensed Aesthetician

Introduction

In episode #418 of the Spa Marketing Made Easy Podcast, host Daniela Woerner engages in an insightful conversation with Jen Kem, a renowned brand strategist and author of Unicorn Teams. This episode delves into the intricacies of assembling a dream team for spa owners, emphasizing the importance of aligning team members' values with the spa's brand to foster growth and efficiency.

Challenges in Team Building for Spa Owners

Daniela opens the discussion by addressing two primary challenges spa owners face: increasing revenue and gaining more time. She explains that while marketing and client retention strategies can boost income, delegation and effective hiring are crucial for freeing up the owner's time.

Notable Quote:
"I need more time and I need more time is solved through delegation, hiring things out, AKA having a unicorn team."
— Daniela Woerner [09:00]

Jen Kem's Background and Expertise

Jen Kem shares her diverse background, transitioning from corporate roles in retail to becoming a top brand strategist recognized by Forbes. She highlights her experience in managing large-scale product launches and her passion for helping businesses build strong personal brands.

Notable Quote:
"Your team is the brand experience because your team are the people that your clients, your customers, the audience that is thinking about working with you. They're all a reflection of their decision."
— Jen Kem [07:00]

Unicorns vs. Donkeys: Defining Team Members

A significant portion of the episode focuses on Jen's concept of Unicorns versus Donkeys in team settings. Unicorns are described as rare, talented individuals who align with the brand's values and contribute uniquely to its success. In contrast, Donkeys are those who may carry the load but lack the alignment or passion necessary for long-term success.

Notable Quote:
"The key about being a unicorn is that you really want to hire unicorns, not donkeys."
— Jen Kem [12:56]

Aligning Personal and Company Values

Jen emphasizes the importance of aligning individual team members' values with the company's core values. She introduces her framework where values are actionable behaviors rather than mere nouns, ensuring that the team's actions consistently reflect the brand's ethos.

Notable Quote:
"Values are a verb, they're not nouns. So they are how you are truly operating in the present."
— Jen Kem [21:46]

Practical Strategies for Hiring and Team Management

The conversation transitions to practical advice on identifying and hiring Unicorns. Jen suggests incorporating value assessments into the hiring process and using these insights to determine if potential team members are a good fit for the spa's culture and operational needs.

Notable Quote:
"Adding in values as part of your intake and application process lets you quickly identify if someone aligns with your brand."
— Jen Kem [26:51]

The Birth and Importance of "Unicorn Team" Book

Jen discusses the inspiration behind her book, Unicorn Teams, which faced initial resistance from publishers who didn't recognize its unique angle on team building as part of brand strategy. She underscores the necessity of integrating team dynamics into overall brand success.

Notable Quote:
"This is a book about brand and how a team plays a significant part in either making or breaking a brand ultimately."
— Jen Kem [49:24]

Overcoming Publishing Challenges

Jen shares her journey of overcoming publishing hurdles, emphasizing the importance of perseverance. She highlights the gender disparities in business literature and her determination to provide resources tailored to female-led businesses.

Notable Quote:
"Most of my top business books are written by men, and there's a big void for books written by women in industries primarily run by women."
— Jen Kem [51:10]

Final Thoughts and Resources

As the episode concludes, Jen provides listeners with resources to further explore her work and book. She encourages spa owners to visit her website and engage with her content on social media for additional support in building their Unicorn Teams.

Notable Quote:
"Go to unicornteambook.com to find out where you can purchase the book and access exclusive bonuses."
— Jen Kem [59:00]

Key Takeaways

• Unicorn Teams: Prioritize hiring team members who align with your spa's core values and bring unique talents to the table.
• Value Alignment: Ensure that both personal and company values are harmoniously integrated to foster a cohesive and productive work environment.
• Proactive Hiring: Incorporate value assessments into your hiring process to identify potential Unicorns and avoid bringing in mismatched team members.
• Leadership Role: As a spa owner, focus on leading and supporting your team rather than micromanaging, allowing you to concentrate on growth and client satisfaction.
• Resource Utilization: Leverage Jen Kem's frameworks and methodologies, as outlined in her book, to systematically build and maintain a high-performing team.

Connect with Jen Kem

• Website: jenniferkem.com
• LinkedIn: Jen Kem
• Instagram: @jenniferkem
• Book Purchase: unicornteambook.com

Upcoming Events

Daniela invites listeners to join her workshops in Salt Lake City on February 17th and 18th, focusing on sales processes and team development. For more information and registration, visit the Events tab on addoesthetics.com.

This episode provides spa owners with invaluable insights into building a team that not only supports but also elevates their business, ensuring sustainable growth and a fulfilling entrepreneurial journey.