The aesthetics industry in Paris spent a day discussing how consumer behavior fundamentally changed and what ecosystem orchestration looks like in response. The aesthetics industry in the US is still running Instagram ads for "$50 off filler."
More →The advice wasn't wrong. It was designed for someone with nothing to lose and everything to prove. If that's you, close this and go post something. This isn't for you.
More →For a healthcare executive whose moat is trust, manufactured engagement is dangerous. You're not in the content game. You're in the authority game.
More →It isn't because their clients won't pay. The real reason is that many business owners have not felt they deserve to ask.
More →For the past decade, executives have been handed the same prescription: post more, show up everywhere, stay top of mind. Two pieces of research published in the last six months have quietly dismantled that promise.
More →Every practice I talk to wants to be "luxury." They say it in their Instagram bio. They charge premium prices. They have the aesthetic. But when I ask them what's actually different about how they treat a $50K/year client versus a $2K/year client? Silence.
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