This week, AmSpa founder and CEO Alex Thiersch, JD, speaks with Lisa Lickstein, MSW, MBA, co-owner and COO of Lickstein Plastic Surgery and Medical Spa. She previews her upcoming talk at the 2025 Women in Aesthetics Leadership Conference and shares how the concept of “unreasonable hospitality,” inspired by Will Guidara’s renowned book, has reshaped her approach to leadership, team development and the patient experience. This conversation includes: How clinical director Christina Hobgood Naugle, PA-C, built a thriving med spa patient base; What Lisa learned from Eleven Madison Park’s rise to #1; Why they created a staff book club to learn and grow together; How to systematize staff engagement for a strong company culture; The three rules of unreasonable hospitality and how to implement them with your team; How her team identified and elevated 100 patient touchpoints to enhance the overall experience; A sneak peek at what attendees can expect from her WALC presentation. Join Lisa at https://experiencewalc.com/, for her session: “Achieving Competitive Advantage and Increased Profitability Through Unreasonable Hospitality.”  -- Music by Ghost Score