Easy Now, Hard Later. I Picked Hard.
- Jen Martinelli
- Aug 17, 2025
- 11 min read
"Easy now, hard later. Hard now, easy later. Choose your hard."
🖤 From Jen: Grit over Talent.
Hey BEAUTISTA Fam,
I keep stumbling into Angela Lee Duckworth’s TED Talk on grit and I LOVE it because she puts words to what I’ve felt for years. Success isn’t about grades. It isn’t about “natural” talent. It’s about grit—choosing the hard today for the long-term win tomorrow. Which, if you zoom out, means we all have a shot if we build that muscle. It sounds simple. It isn’t. Grit is hard.
And this isn’t just a cute idea. Over and over, studies show the same thing: from West Point cadets to National Spelling Bee kids, the people who go farther are the ones who keep doing the unglamorous reps consistently—long after the mood to be great has passed. When grades and IQ look the same, the ones who stick, win. Period.
A few years back, Matt and I chose the hard thing. We quit our jobs, drove across the country, and moved in with my mom. Four of us—me, Matt, the kids—sharing one bedroom for two years. It was tight. It was humbling. It was hard. Real mental grit. We made the best of it, but it stretched us in every way. The only reason it made sense was our clarity: we wanted to be entrepreneurs and build something that made us proud—something that gave thousands of beauty pros a voice and a place to belong. We could’ve stayed in our corporate jobs, in our comfy house, everyone in their own room, and kept walking the safe, known path. But that didn’t align with the future we wanted. So we made the hard right choice and leapt.
That decision became one of the best of our lives. We like to think our kids are learning from watching - choose the aligned hard now and life gets easier later. Choose the easy now and life gets harder later. Your choice. Most people—me included, for most of my life—pick easy now. It’s comfortable. It’s safe. It’s known.
This week brought this concept full-circle in our family. Our son had earned a starting spot on a travel football team—which meant he would have to decide; play travel football and get better or play his 6th-grade season with the town team he’s been with since kindergarten. Friends vs. future. Comfort vs. growth. At first he picked easy: “I’m staying with my friends.” We didn’t argue. We just kept asking, “What’s your goal?” He’d say, “Play at a top high school and in college.” And we’d ask, “Does your choice line up with your goal?!” He knew it wasn't but ignored us for a few days. After sitting with it (and a lot of emotions), he came back to us: “If my goal is a top high school, I need to choose travel.” He was happy and sad in the same breath. Honestly? So were we.
That is grit in real life. Four practices a week. Not being the best on day one. Stretching past comfort. Risking failure. Trading the known for growth. Choosing the hard now so the hard gets easier later.
And even though we are talking about football - it’s bigger than football. It’s the first hard life decision he’s made. AND it will be a living lesson in how these micro-choices shape his future in a big way. The easy choice might’ve given him one more season of being the star. The hard choice will give him bigger results over time. I don’t know if I would’ve made that choice at his age—I didn't chose hard until I was in my late 30s.
If you’re staring at an easy vs. hard this week, here’s your nudge from me: pick the aligned hard. If it serves your future self, it’s never the wrong move. The long game pays dividends—you just have to stay on the field long enough to collect them.
xoxo
-Jen Martinelli
🚀 The Shift: Weekly Mindset + Strategy Upgrade.
Try the Hard Thing Rule this week.
Inspired by Angela Duckworth’s Hard Thing Rule.
Pick your Hard Thing (one only). The thing that serves your future self. No quitting on a bad day.
Set your daily window: the 7 & 8 Rule. Create at 7:00 PM. Publish at 8:00 PM. (Shift it if your schedule demands it—same times every day.)
Choose your rep by role (one per day) below are some examples:
- Students – record a 60-sec tip for your BEAUTISTA portfolio; practice your consultation intro 10x to camera; practice your craft for 30–45 min; DM 3 dream salons with your BEAUTISTA link; post 1 before/after with your process.
- Beauty Pros – rehearse a boundary/consultation script 10x; practice your craft for 30–45 min; film a 60-sec “why me” reel; send your price-increase note to 3 clients you’re nervous about; commit to going live every day.
- Salon & Spa Owners – refresh your BEAUTISTA career page; post a 30-sec team video with a clear CTA (“Apply on our page”); practice your craft for 30–45 min (coach, shadow, or refine a service); take an online course; read a book; listen to an audible or podcast to learn about business.
- Educators & School Leaders – assign BEAUTISTA portfolios and check 5 links; film a 60-sec “how to prep for career fairs” tip; email 3 partner salons your top graduate portfolios; practice your craft for 30–45 min (feedback sessions, demo refinement); schedule your monthly educator hour.
Publish at 8:00 to hold yourself accountable. Public posting creates a real deadline, builds consistency, and turns private reps into a streak you’ll actually protect.
Go Live at 8:05 (3–5 min). Hook → One Tip → CTA (e.g., “See my BEAUTISTA portfolio,” “Book a consult,” “Apply on our career page”). Save it, then clip 15–30s for Stories/Reels.
Log your streak. Day □1 □2 □3 … □30 — miss a day? No drama. Show up tomorrow.
30-day finish line. Keep or swap your Hard Thing, write a 5-line “what improved,” and book next month’s 7 & 8.
🎙️ In Case You Missed It (ICYMI)
The Webinar That Had Leaders Rethinking Culture (for real)
The Culture Code: How to Build a Team that Grows Together w/ Jen Groover
We went deep on why people don’t leave “the brand”—they leave culture—and how to build one that people want to stay in. The chat lit up with real talk and tough questions (my favorite kind).
Key Takeaways:
How to design Culture DNA you can actually hire, coach, and fire by
Hiring for fit + values (so drama drops and retention rises)
Psychological safety without lowering the bar
Simple rituals to institutionalize wins and momentum
Where the line is between employer care and personal responsibility (yes, there’s a line)
🔥 From the Chat:
"How far should an employer be responsible for staff’s emotions and personal life? There has to be a boundary or personal responsibility for one’s self?” - Heather S.
"Some applicants say all the right things in interviews, then show up different. How do you ask questions that get truthful answers?” - Carla R.
Whether you’re leading a salon, teaching in a school, or building a team—this hour gives you the language and the playbook to steady your culture.
Pro Tip: Watch with your leadership team or class—do the Culture Mapping exercise together and pick one ritual to start this week.
💻 Tech-Forward:
Where tech meets beauty (and your next big move begins).
📍 1. The 5-Click Audit (book/apply in five taps or less)On your phone, search your name + city. Open the top 3 results. Count the taps to Book or Apply. If it’s over five, fix it today.
Make it real: set your BEAUTISTA portfolio as the one link in bio; pin an IG Highlight called Book/Apply; add a booking/consult link on your Maps card; owners—link your BEAUTISTA career page everywhere your audience lands.
⭐ 2. Google Reviews Flywheel (peer proof → bookings)Most people read reviews before choosing a local business, and nearly half trust online reviews as much as personal recommendations—so make Google reviews your weekly non-negotiable, then show the proof with video on BEAUTISTA.
Make it real: print a QR to your Google reviews page and save a short link in Notes; ask right after the service/class/interview (“Mind dropping a one-liner?”); follow with a 10-second reaction video (“What did you love most?”). Post the review screenshot as an IG carousel with the result photo, upload the 10-sec testimonial clip to your BEAUTISTA portfolio, and—if you’re an owner—drop one punchy quote on your BEAUTISTA career page + Stories each week.
💬 What We've Learned from Hiring Funnels
This week: Stage 3 = Turn interest into interviews (proof-first beats resumes).
Clicks can be cheap. Conversations aren’t. The salons winning right now make Stage 3 feel human and friction-light: portfolio first, a tiny bit of screening, and an immediate next step so no one falls into the black hole.
Mini playbook (30-minute start)
Ditch “Upload Resume.” Ask for a BEAUTISTA portfolio link
Add a 60-sec “why me” video (phone selfie is perfect). Make it optional, but place it before submit.
Auto-reply within 5 minutes. Text or email: “Got it—this is [Owner/Manager]. Here’s what happens next.” Include a link to book a 10-min intro call.
Show the basics on the page. Pay range, schedule window, training path. Transparency reduces ghosting later.
Tag and nudge. If no booking in 24 hours, send 1 friendly nudge (“Still interested? Grab a quick intro slot here.”).
Proof over promises. Embed a short team video and 2 portfolio links from current stylists. Let applicants see the path.
Copy you can steal
CTA button: “Apply with your BEAUTISTA Portfolio”
Video prompt: “In 60 seconds, tell us why you love this industry and one thing you’re working to master next.”
Auto-reply: “Thanks for applying! I’m [Name]. Pick a 10-min intro time here 👉 [link].
Want us to map your Stage 3 in under 20 minutes (page, auto-reply, calendar, prompts)?
Book a 20-min audit with Matt. He’ll walk you through what’s working—and what’s broken—in your funnel.
🔥 What’s Happening:
Virtual Live Events You Don’t Want to Miss
What’s Happening — CE-Approved Education Is Coming In Hot
We’ve got a TON of live education dropping all September—powered by our partners REDKEN, MATRIX, BIOLAGE, PUREOLOGY, and SUMMIT. Every class is CE-approved, so you can learn and earn.
Think: scalp science for barbers, silk press mastery, toning fundamentals, Shades EQ deep dives (English + Spanish), blonding for all curl patterns, bridal finishes on a deadline, retail that actually converts, color care certification, and real business playbooks for owners and suite pros.
We’re putting the final touches on the schedule now. Want first access the second registration opens?
✨ Exclusive VIRTUAL Mastermind with Jen GrooverOnly 30 spots.
Only $250. (Yes, you read that right.)
This is the first-ever BEAUTISTA Mastermind—designed by demand and led by one of the best to ever do it.
🧠 Jen Groover has been called a “One-Woman Brand” by SUCCESS Magazine, has been featured in Forbes, Entrepreneur, and INC, and has coached CEOs, brands, and Fortune 500 teams on leadership, performance, and mindset.
We’ve personally paid $700+ to be in this same mastermind. But we’re bringing it to YOU LIVE via Zoom for just $250—because this community deserves access.
✅ 4 powerful Live Virtual sessions
✅ Real coaching, real accountability
✅ Bring team members at no extra cost
🎯 Leave with a plan, clarity, and momentum.
📍Reserve your seat now — when these 30 spots are gone, they’re gone.
🌟 Partner Perks:
Career-Changing Collabs You Shouldn’t Miss
GROWTH (Free Starter Kits for the next 30)
Hair loss isn’t niche—it’s normal. More than half of women will experience noticeable hair loss over time, which means nearly every salon has guests quietly dealing with it.
That’s why we’re excited about GROWTH—a hair wellness supplement line positioning itself as clean, clinician-backed, and designed to support fuller, thicker-looking hair over time (they even highlight trials and expert endorsements on their site). If helping clients with thinning is part of your world, this is worth a look.
Perk: After last week’s webinar rush, GROWTH is extending the FREE Starter Kit offer to the next 30 people.
👉 Claim yours: https://beautista.com/register/growth-giveaway-2025
- Learn more about the brand and see before and afters at: growthhairsupplement.com
Why this matters for salons
Opens a trusted, non-gimmicky convo your clients already want to have
Adds a wellness revenue stream without feeling salesy
Pairs naturally with scalp health services and hair-loss consultations
👀 Watch This Space
(Jobs Worth Seeing)
Some Salons Talk Culture. HOTT Salons lives it.
HOTT Salons 📍Rye Brook, NY Now Hiring: Hairstylists, Brow Artists, Lash Artists
Founder Lia Hakim opened her first blowdry bar after one too many mother-daughter trips for party hair and thought, “we can build a better experience.” That seed grew into a family of concepts—Hott Blowdry & Beauty Lounge, Totally Hott Salon, and Hott Lashes—with a through-line that’s easy to feel: careers that actually go somewhere and guests who feel seen.
From day one, Lia built pathways so a stylist doesn’t have to “salon hop” to grow. Students come in, get trained, stack wins, and can move into specialties, leadership, even new concepts under the same roof. Team norms aren’t a poster on the wall—they co-create a Code of Honor with every new hiring wave, so standards and buy-in start on day one.
Then life threw a plot twist: a breast cancer diagnosis. Instead of shrinking, HOTT clarified. The mission shifted to “Be Happy. Be Healthy. Be Hott.” They doubled down on solutions for guests navigating hair changes (menopause, chemo, thinning), brought in cleaner product options, became a Hello Gorgeous partner for clients in treatment, and wove financial wellness into team development—yes, including 401(k) resources. Culture as care, not fluff.
The industry noticed. HOTT has been named a Salon Today 200 honoree (Growth category), and the brand keeps expanding across Rye Brook and Armonk—with bridal, blowouts, color, extensions, and more.
If you’re a stylist who wants mentorship, momentum, and a team that actually roots for your long game, keep your eye on HOTT.
🎤 Educators Wanted: Your Dream Role Just Went Live.
Ready to teach, inspire, and represent iconic brands?
💥 Educator roles at Pureology, Redken, and Kérastase are now LIVE on BEAUTISTA.Whether you’re a seasoned pro or a rising educator, this is your moment.
🔦 BEAUTISTA Spotlight
Raphael’s Schools × BEAUTISTA (Live Portfolio Launch)
This week, our Director of School Partnerships, Jeannine, went on-site at Raphael’s Schools—a reputable, multi-location academy that’s chosen to become a BEAUTISTA School and invest in their students from day one.
“I usually run these launches virtually, so being there in person was a whole different level. Students were publishing in real time, staff was right there cheering them on, and at one campus a bunch of students had already published before I even arrived! The live energy gave me fresh ideas for recreating the same connection in our virtual workshops.” — Jeannine, BEAUTISTA
Here’s what stopped me: these portfolios are beautiful—clean, clickable, human. And remember… these are students. If this is what they can build now, can you imagine the flat, black-and-white resume that’s supposed to compete with it? Portfolios show the work, the voice, the growth. That’s the future.
Some Portfolio Picks from Raphael’s:
👉 Want this kind of experience and impact for your students?Reach out to jeneanne@beautista.com and we’ll show you how to make it happen.
💫 Have a story about how BEAUTISTA helped or inspired your career?We want to feature you. Email us at hello@beautista.com to be spotlighted in an upcoming issue.
💡 BEAUTISTA Tips & Tricks
Get in the Room (BEAUTISTA Community)
If you’re serious about leveling up this fall, the smartest move you can make is to get inside the BEAUTISTA Community - BEAUTISTA Connect now. This is where the real work (and the real wins) happen together—portfolio feedback in minutes, weekly challenges, mentor drop-ins, hiring playbooks, and first dibs when our CE-approved classes open.
Be first to know when CE registration drops (and snag your spot before it fills).
eLearning: on-demand lessons + challenges that help you level up.
Feed: your social home base—post wins, questions, before/afters, and comment on others’ posts.
Get real feedback on your portfolio from people who get it—students, pros, owners, educators.
Jump into weekly challenges that build your skills and your audience.
Stay accountable to your “aligned hard” with check-ins and community momentum.
How to join (web):Go to BEAUTISTA.com → click BEAUTISTA Connect in the top nav → log in with your BEAUTISTA username + password.
How to join (app):Open the App Store → search BEAUTISTA Connect → download → log in with the same BEAUTISTA username + password.
See you inside. Big things are coming—and I want you in the front row when they land.
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