The Audacity to Become the CEO You Want to Be

Can you build a highly profitable business without losing the purpose and service that inspired you to start it? In this episode, I sit down with Meliza Mokrani, founder of WORTHY Self-Care Studio, WORTHY Breath & Body, and WORTHY The Agency. Meliza shares how she built a seven-figure wellness business centered on accessibility, hospitality, and service. We talk about the systems that create a more consistent consult experience, build an operation that can serve more people, and connect your offers to what your clients actually want, while discussing the revenue potential of recurring memberships. Tune in to learn how to grow your business while staying deeply connected to your mission, values, and the people you serve.HIGHLIGHTSMeet Meliza Mokrani, founder of WORTHY Self-Care Studio, WORTHY Breath & Body, and WORTHY The Agency.How Meliza built Worthy around accessibility, service, and hospitality.Why becoming the bottleneck can limit your business's ability to grow.The systems to create a more consistent and comprehensive client experience.How to give clients what they want while still addressing what they need.How hospitality can shape a more intentional client experience.How storytelling can help you build trust with your clients.The revenue opportunity Meliza sees in recurring memberships.What it takes to stay committed to your vision when other people question it.RESOURCES + LINKSLearn more about WORTHY Breath & Body HERE - https://worthybreathandbody.com/Learn more about WORTHY Self-Care Studio HERE - https://worthyselfcare.com/Learn more about WORTHY The Agency HERE - http://www.worthytheagency.com/Build a signature package with Ask Heather AI - https://heatherterveen.com/build/Create your own signature menu using Ask Heather AI - watch how HERE!Turn every consult into a 10K sale with Heather AI! Learn more about The Med Spa Advantage HEREFOLLOWHeather: @heatherterveenWebsite: heatherterveen.comMeliza: @melizamokraniWORTHY Breath & Body: @worthybreathbodyWORTHY Self-Care Studio: @becauseyouareworthy

Are you offering too many services, second-guessing your decisions, or struggling to clearly communicate the value of what you sell? In this episode, I sit down with Amy Kimmig, founder of Aesthetic AF, to talk about the shifts that helped her simplify her business, strengthen her leadership, and create a clearer path for clients to invest in higher-value solutions. We dive into why having more services can create complexity, how to turn a complicated menu into clear programs built around the problems you solve, and how greater clarity can help your team sell with more confidence. Tune in to learn how to trust yourself when making major business decisions, recognize when it’s time to stop playing small, and go all in on the vision you have for your business.HIGHLIGHTSMeet Amy Kimmig, Founder of Aesthetic AF and licensed esthetician with 27 years of experience.Why simplifying your service menu can create a clearer path for clients.How to shift from selling individual treatments to solving bigger client problems.The benefits of creating clear, higher-value programs your team can confidently communicate.What simplifying your menu can reveal about your business and growth opportunities.How greater clarity can strengthen team confidence and help clients understand the solutions you offer.Why trusting yourself matters when making major business and leadership decisions.Lessons for going all in on the business you actually want to build.RESOURCES + LINKSLearn more about Aesthetic AF - https://www.aesthetic-af.com/Join The Med Spa Advantage - https://heatherterveen.com/joinBuild a signature package with Ask Heather AI - https://heatherterveen.com/build/Create your own signature menu using Ask Heather AI - watch how HERE!Turn every consult into a 10K sale with Heather AI! Learn more about The Med Spa Advantage HEREFOLLOWHeather: @heatherterveenWebsite: heatherterveen.comAmy: @amykimmigcareyAesthetic AF: @aestheticaf.denver

Are you waiting for the results to prove that you’re ready to become the CEO you want to be? In Part 2 of the Stop Playing Small series, I break down the identity shift needed to build a bigger business and the Audacity Principle, the willingness to claim the identity you’re becoming before the evidence exists. I also guide you through a Future Self Download to start making decisions as the version of you who already has what you want. Plus, I share a client example and four questions to help you claim the identity first and let the evidence follow. Get ready to have the audacity to claim the identity before the evidence catches up.HIGHLIGHTSThe Audacity Principle and how to develop it.How the Upper Limit Problem can keep you stuck at the same level.A client example of using audacity to build a premium practice in a small market.The Future Self Download for making decisions as the CEO you’re becoming.Why investing in yourself can expand your capacity for bigger success.Four questions to help you claim the identity and take action as your future self.RESOURCES + LINKSBuild a signature package with Ask Heather AI - https://heatherterveen.com/build/Create your own signature menu using Ask Heather AI - watch how HERE!Turn every consult into a 10K sale with Heather AI! Learn more about The Med Spa Advantage HEREFOLLOWHeather: @heatherterveenWebsite: heatherterveen.com

Are you waiting for more confidence, proof, or permission before you let yourself think bigger? In this episode, I break down why waiting for validation, confidence, or proof keeps practice owners stuck playing small. I share how this mindset influences your pricing, visibility, revenue goals, team decisions, and willingness to say no, and why setbacks are often part of becoming the leader capable of creating the result you want. Tune in to learn how to dream beyond what feels realistic, build the emotional fuel to pursue it, and decide what going big looks like for you.HIGHLIGHTSWhy there’s no roadmap or certification for becoming a successful CEO.How a big dream creates the desire and fuel to take action.What my husband’s baseball journey taught me about pursuing a big vision.Where playing small shows up in pricing, visibility, revenue, and team decisions.Why setbacks don’t mean your bigger goal is wrong.Four questions to help you stop shrinking your vision and decide to go big.RESOURCES + LINKSBuild a signature package with Ask Heather AI - https://heatherterveen.com/build/Create your own signature menu using Ask Heather AI - watch how HERE!Turn every consult into a 10K sale with Heather AI!Learn more about The Med Spa Advantage HEREFOLLOWHeather: @heatherterveenWebsite: heatherterveen.com

Are you unknowingly becoming the ceiling of your med spa’s growth? Your team, patients, pricing, and business decisions are all influenced by the level of certainty you bring as a leader. In this episode, I break down how hesitation around selling, pricing, visibility, and leadership can limit your conversions, positioning, profit, and growth. I share the shift from being an excellent provider to becoming a trusted authority and why confidently recommending what you believe will help your patients is part of leadership, not being pushy. Tune in to identify where hesitation may be holding your business back and become the chief believer your business needs.HIGHLIGHTSWhy you as the owner are the thermostat of the practice.How your certainty shapes your team, patients, and business.The hidden beliefs that create hesitation in leadership.Why hesitation is communication, not neutrality.The shift from excellent provider to trusted authority.How certainty influences perceived value and patient decisions.Why selling is the bridge between staying stuck and getting results.RESOURCES + LINKSBuild a signature package with Ask Heather AI - https://heatherterveen.com/build/Create your own signature menu using Ask Heather AI - watch how HERE!Turn every consult into a 10K sale with Heather AI!Learn more about The Med Spa Advantage HEREFOLLOWHeather: @heatherterveenWebsite: heatherterveen.com

Do patients see your med spa as truly different, or just another option to compare on price? In this episode, I break down the commodity med spa problem and why personalized care, patient education, and customized treatments aren't enough to create differentiation. I share how copying competitors, relying on discounts, and building a menu around one-off services can make your practice easier to price shop. Tune in to learn how to create a unique position, proprietary offers, and a category-of-one experience that makes your med spa stand out for something more than price.HIGHLIGHTSThe signs your med spa has become a commodity.Why “personalized care” isn’t real differentiation.How copying competitors makes you easier to price shop.The problem with building your menu around one-off services.Why competing on price requires a completely different business model.How a proprietary menu helps you become a category of one.What Drybar and FedEx can teach you about positioning.RESOURCES + LINKSBuild a signature package with Ask Heather AI - https://heatherterveen.com/build/Create your own signature menu using Ask Heather AI - watch how HERE!Turn every consult into a 10K sale with Heather AI! Learn more about The Med Spa Advantage HEREFOLLOWHeather: @heatherterveenWebsite: heatherterveen.com

Is your med spa busy and growing revenue, but still not as profitable as it should be? In this episode, I break down how activity can look like leverage and revenue can look like profitability, and why the strongest practices are intentionally designed around positioning, operational simplicity, and real business assets. I share how signature menus, proprietary frameworks, strategic decision filters, and intellectual property create differentiation and make your business more valuable over time. Tune in to identify what's strengthening your business model, what's creating operational drag, and what needs to go. HIGHLIGHTS The Skin Socialite lesson that changed how I think about business models. Why adding devices, services, and memberships creates operational drag instead of profit. The difference between generating revenue and building a strategically strong business. Why predictable revenue doesn't always mean profitable revenue. The "overstuffed closet" problem inside your practice. The business assets that strengthen your positioning and long-term value. The decision filters that help you determine what actually belongs in your business. RESOURCES + LINKS Check out what Ask Heather AI can do HERE! Create your own signature menu using Ask Heather AI - watch how HERE! Turn every consult into a 10K sale with Heather AI! Learn more about The Med Spa Advantage HERE FOLLOW Heather: @heatherterveen Website: heatherterveen.com

Are you solving the wrong problem in your med spa? When something isn't working, it's easy to blame the offer, the leads, or your team before you actually diagnose what's happening. In this episode, I break down the framework I use to separate data from drama, identify the real operational problem, and make clearer decisions without getting pulled into the emotional rollercoaster of running a business. I share how to recognize whether you're dealing with a volume, execution, conversion, or expectation problem, and why average ticket value and lifetime customer value are key levers for growth. Tune in to learn how to diagnose first, make smarter decisions, and fix what's actually holding your growth back. HIGHLIGHTS The question that can shift you from a reactive leader to a strategic CEO. How to separate data from drama when something isn't working. Why a bad week isn't enough data to make a major business decision. How to tell the difference between a sales problem and a volume problem. Why cold traffic leads aren't necessarily bad leads. How referral leads differ from leads coming through paid advertising. How to diagnose team performance when you lack visibility into what's happening during consults. Why average ticket value and lifetime customer value are key growth levers. The operational questions to ask when your business isn't getting the results you want. RESOURCES + LINKS Create your own signature menu using Ask Heather AI - watch how HERE! Turn every consult into a 10K sale with Heather AI! Learn more about The Med Spa Advantage HERE FOLLOW Heather: @heatherterveen Website: heatherterveen.com

Think adding more services, specialties, and technology is the fastest way to grow your med spa? It could actually be scattering your revenue, stretching your resources, and making it harder to scale. In this episode, I break down why the businesses that scale aren't the ones with the most options, but the ones with the clearest identity. I talk about how to use edited focus to identify what's driving your revenue, what's taking up valuable space, and what you may need to let go of so you can become known for what you do exceptionally well. Tune in to find out which offers deserve your focus, which ones are diluting your growth, and what to do instead. HIGHLIGHTS Why more services can create dilution instead of expansion. The "edited focus" approach to identifying what's creating revenue. What med spas can learn from Fox Restaurant Concepts. How adding more services dilutes your focus and positioning. The questions you should ask before adding anything new. How Amazon mastered one thing before becoming the "everything store." How Tommy Jo expanded while maintaining a clear identity. RESOURCES + LINKS Create your own signature menu using Ask Heather AI - watch how HERE! Turn every consult into a 10K sale with Heather AI! Learn more about The Med Spa Advantage HERE FOLLOW Heather: @heatherterveen Website: heatherterveen.com

I'm back - recording from a parking lot in Anaheim between softball games, which turns out to be exactly the point. After several months away, I'm telling you about the season that pulled me out of the business, what I refused to let stop while I was gone, and why my clients never felt a thing. If life has ever demanded more of you than your business could spare, this is the playbook: know which activities actually move revenue and client experience, protect those, and delete, delay, delegate or simplify everything else. HIGHLIGHTS - Why I paused the podcast, and what putting people first actually looked like - Simplicity scales, complexity fails - the year I had to live it instead of teach it - The handful of non-negotiables I protected: my email list, my paid traffic and funnels, and the quality my clients were paying for - How a library of nearly 300 episodes kept serving you while I wasn't recording anything new - The better question when life gets hard: not "how do I keep doing everything?" but "what absolutely cannot stop?" - Where AI carried the mental load - and why I still hired a human and won't automate my coaching - Building a business that withstands real life, without pretending it will be perfect Timestamps 02:20 Why the podcast paused 03:48 Simplicity scales, complexity fails 04:22 The non-negotiables I protected 05:12 Leaning on an evergreen content library 05:43 Ask what absolutely cannot stop 06:23 Where AI actually helped 11:16 Building a business that withstands real life RESOURCES + LINKS Create your own signature menu using Ask Heather AI - watch how HERE! Turn every consult into a 10K sale with Heather AI! Learn more about The Med Spa Advantage HERE FOLLOW Heather: @heatherterveen Website: heatherterveen.com