Imagine: Whitest of Whites

“My mother always washed our whites twice- the Whitest of Whites”
–Gene Juarez

Being from Seattle there are several iconic landmarks, the Space Needle, Pike Place Market, and of course the boathouses like the one from Sleepless in Seattle.





We also have some pretty powerful icons, Microsoft, Boeing and, ahh, Starbucks. I am proud and humbled to say each of those are valued clients of mine. I’ve trained teams and built extraordinary relationships with some spectacular leaders from those successful world-class companies.

If you are from the Seattle area, there is another name that might stand out to you, Gene Juarez, Salons and Spas. It is the place for hair design, personal style and the promotion of well being.

Last week I was privileged to emcee at an amazing event where the founder of these salons was speaking. None other than Gene Juarez himself.

Gene came from humble beginnings. In 1971, he started his business with his imagination, his dreams and a handful of rich values passed down from his parents and his culture.

I would like to focus on three points that stood out to me in his message and really impacted me. I was there scribbling down these points while he spoke and wish to now share them with you.

Imagine how values drive your success:

Value #1: Chop Wood and Carry Water- Work-Ethic

Kind of a working-man version of “get to work!” his parents taught him the value of personal drive. He said his parents would often tell him that no one works harder than the Juarezes! Gene said “No matter how tough the economy is, if you out-work your competition, you can succeed”

Value #2: Whitest of Whites- Excellence

Like I mentioned, Gene’s family came from modest means. His mother washed their clothes in a wash barrel, scrubbing each article by hand. She always washed and bleached the whites two times, even though it was twice as much work. It was a matter of pride and excellence to look your best. This is so clearly reflected in his salons and spas today; when you walk into a Gene Juarez, it sparkles with excellence!

Value #3: Woman in the Mirror- Service

I love this one! Gene related to us at the event how when cutting a woman’s hair he would ask her questions about how she wanted to look. He would study her eyes. Eyes, he said, are the gateway to the soul. She would either turn and speak to him in mild, timid ways, or she would look down and not feel pretty or confident. Sometimes the woman would look confidently in the mirror and express her desires. The key Gene said, was to study her eyes, her body language. His goal was to meet individual needs, to make her feel beautiful. It was attention to their personal feelings about themselves that set his service apart! Personal and powerful! When they stepped out of that chair, away from the woman in the mirror, he wanted them to feel extraordinary about themselves.


  • On a scale of 1-10, how would you rate your work-ethic of late?

No matter what you do, cut hair, sell insurance, lay tile, freelance write, own a small business, or work for a large corporation, work ethic is number 1.

I coach all my clients to blueprint out their week. Work hard on things that matter! Get away from what I call “fake work,” those trivial pursuits, those endless hours on twitter and Facebook. Instead, get busy on your “high-value accomplishments.” You’ll soon see greater results and profits!

  • On a scale of 1-10, how would you rate your Excellence?

It starts with appearance and moves to your craft. Look good and perform your best. It doesn’t have to be perfect, but strive for excellence. No one is inspired by low expectations so expect the best from yourself! Do excellent work, eat excellent food, read excellent books, spend time with excellent people. Excellence- make it your new mantra!

  • On a scale of 1-10, how would you rate your Service?

My dad operated a family restaurant for nearly 30 years. He always told his employees and his children, “Treat everyone like a 10. There are no no-counts that come into our restaurant.” Treat everyone like royalty. Do the extras, give them extra and you will hear those magic words “I’ll be back!”


As you head into a new business cycle, imagine and commit to a new level of supreme values personally and professionally. You will see greater results, rewards, and profits!

Who knows, some day you may become a city icon

My Vision: Leadership Quest



The Extraordinary Entrepreneur

Video coaching every Tuesday night

Membership information and program details will be posted December 13

Plus! Live question and answer mastermind once a month

“Together I believe 2012 can be our best year, let’s Play Big!”

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