By Antony Whitaker
Reviewed by Oscar Bond, who with wife Wendy, founded the Oscar Bond Salon in New York and is launching The Bond Academy in northern New Jersey.
What is this book about?
“The opening page sums it up, ‘GROW isn’t a book about hairdressing or business, it’s a book about life; it’s a book about focusing on what it takes to succeed.’ Having said that, GROW has a very definite and practical hairdressing focus on how to market the skills that you need to succeed over and above being a good technician. Antony uses retailing, rebooking, generating referrals and up-selling as key focus points, but the book is about so much more than that.”
What did you like about the book?
“I really liked how direct and real the tone of the book is. It is full of interesting real-life stories that illustrate the learnings; you can tell that Antony is a salon owner who is not just espousing theory but practical authentic ideas. The lessons in this book are things that many of us take for granted. I read the book from cover to cover, but you don’t need to as the format and fantastic graphic design make it easy to dip in and out of.”
What was the biggest takeaway message for you?
“Ownership! It was a theme that subliminally runs through the whole book. As I read it, Antony really reinforces how it’s up to the individual to take ownership for his or her success, but he does it in a very empowering and motivating way! ”
What idea did you implement into your professional or personal life?
“How we all have beliefs about what is and isn’t possible, and whether you’re selling a bottle of shampoo or trying to lose weight, your beliefs underpin the reality we have and the result we get. I find that whole concept very useful in every area of life.
“In a work context, young hairdressers often have a problem promoting products and services that they deem to be expensive because they are expensive to them. But as Antony says in the book, you are not the client. So don’t let your beliefs get in the way of doing your job to the best of your ability.”
Why would you recommend this book to other owners or your staff?
“It written by a hairdresser for hairdressers in hairdressing language! I have witnessed a real change in the approach and the results that I see in those around me in the salon. As an owner, it reinforces everything that I have thought or said, and it does it in a very inspiring, motivating manner.”