Advice on attracting staff and customers who will resonate with your approach
42 years ago when we started, we had a difficult time finding staff who understood our approach to weight loss because it was so different than the standard method being taught by dieticians, i.e. viewing fats as the enemy, counting calories and putting people on strict diets. Similarly, retreat participants would come expecting the standard approach and we had to do a lot of education to change their perception about what would help them.
Use multiple channels to share your insights, and communicate directly with consumers. In the early days we did a lot of education about our approach through traditional media (newspapers, television, radio) where we had to buy the opportunity to speak to people, and now we’ve shifted to modern methods (Facebook, Twitter, Pinterest, Instagram) where we can reach people directly, for free. Our blog has even been featured in the Chicago Tribune. We are also on the board of a couple organizations, and do the speaking circuit. This has worked amazingly well to help us attract customers and staff who come to us knowing about our approach and excited to work with us.