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FCNY18 & The Campus Visit: DryBar

Alli Webb and Brittney Joyce: FCNY16

Alli Webb and Brittney Joyce: FCNY16

Render followers know we're fans of the Fast Company Innovation Festival. This past October, Render's Brittney Joyce and Dani Napier spent a week in NYC traversing the city to pick up lessons from the world's most innovative brands.

We often use DryBar as an example of the evolution of The Experience Economy: getting people to pay for something they didn’t know they needed AND being able to charge a premium price for that product/service.

What has Co-Founder Alli Webb learned among the way? Here are a couple lessons we thought were useful for you & the campus visit:

Brittney Joyce: Mid-blowout with hair that was 90% dry shampoo.

Brittney Joyce: Mid-blowout with hair that was 90% dry shampoo.

  1. There are a lot of copycat studios that have cropped up over the years offering blowouts. Alli said she used to be obsessed about what those studios were doing and how much they emulated the experience staged at DryBar. After a while, she stopped caring. She realized that although they offer a similar service, they’ll never be able to fully understand the thought and intentionality within the DryBar experience (ie: how they hang mirrors on the walls directly behind chairs for a customer’s turnaround reveal).

  2. The people of DryBar are everything to their experience, and hiring the right person is critical. How does Alli ensure the people they hire are the right people? She does a “cultural interview” where managers just hang out with candidates for a while and talk. If the candidate seems friendly and cool, then they get to blowout someone’s hair.

What does this mean for the visit?

  1. Stop being obsessed with the school down the road or your major competitor. We often share best practices with our clients, but no one approach to the campus visit is right for all institutions. You have to be true to your culture and design a visit that authentically reveals your campus DNA.

  2. Usually campus visit coordinators or staff members hire students, and we often find that staff members hire students who share their own personality traits (aka, we hire people just like us). Involve as many people in the hiring process to ensure you’re getting the right person for the job, and think about ways to include more rounds in a selection process other than an interview.

TL;DR: Just be you and think psychographics (not demographics) when hiring or selecting tour guides.

DryBar Co-Founder Alli Webb dishing all things authenticity.

DryBar Co-Founder Alli Webb dishing all things authenticity.