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Tag: Partnerships

  • How Partnerships Can Grow Your Business in Challenging Times | Entrepreneur

    How Partnerships Can Grow Your Business in Challenging Times | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In times of economic uncertainty and market challenges, businesses face tough decisions to ensure their survival and growth. While raising capital and adopting a “cockroach” approach may be viable strategies, another path to success lies in forging strategic partnerships.

    These alliances, when well-aligned and executed, have the potential to accelerate business growth and create a competitive advantage. In this article, I’ll explain how strategic, synergistic partnerships can unlock growth for your business and provide a few examples of brands that have seen great success from their own partnerships.

    Related: How Investing in Strategic Partnerships Can Help Grow Your Business

    The Apple-Nike success story

    Strategic partnerships offer a unique opportunity for businesses to leverage complementary strengths and resources, enabling them to achieve growth and overcome market obstacles. In bear markets, where funding may be scarce or uncertain, partnerships can provide a valuable alternative to traditional financing. By pooling together expertise, technologies or customer bases, companies can tap into new markets, access additional resources and drive innovation.

    One notable example of successful strategic partnerships is the collaboration between Apple and Nike. By combining Apple’s expertise in technology and design with Nike’s domain knowledge in sports and apparel, they created the Nike+iPod ecosystem. This partnership allowed Nike to integrate Apple’s technology into their footwear, enabling runners to track their workouts using iPods and Nike+ running shoes.

    The partnership propelled Nike’s brand recognition and sales, while Apple expanded its reach into the fitness market. This mutually beneficial alliance demonstrated how strategic partnerships can enhance product offerings, attract new customers and drive revenue growth.

    Identifying the right strategic partners is a crucial step in building successful alliances. Businesses should look for partners that share similar values, goals and target markets. The alignment of visions and values lays the foundation for a strong partnership and ensures a harmonious working relationship.

    Additionally, partners should bring complementary strengths and capabilities to the table, filling gaps and enhancing each other’s offerings. This synergy allows businesses to expand their reach and deliver more value to customers.

    Related: Don’t Go It Alone: How to Use Partnerships as a Growth Strategy

    The Spotify-Uber connection

    When implementing strategic partnerships, it is essential to establish clear goals, roles and expectations from the outset. By defining these parameters, companies can ensure alignment and avoid potential conflicts down the line.

    Moreover, effective communication and transparency are vital for maintaining a healthy partnership. Regular updates, progress reviews and open dialogue foster trust and enable partners to address challenges and seize opportunities together.

    Another successful example of a strategic partnership is the collaboration between Spotify and Uber. By integrating their platforms, Spotify and Uber provided an enhanced experience for users. Uber passengers gained control over the music played during their rides, while Spotify gained access to millions of potential new users.

    This partnership not only increased user engagement but also allowed both companies to tap into each other’s loyal customer bases. It highlights the power of partnerships in expanding market reach and enhancing the value proposition for customers.

    Related: 10 High-Profile Brand Partnerships That Struck Gold

    The Coca-Cola-McDonald’s connection

    One of the most iconic and successful strategic partnerships in the food and beverage industry is the collaboration between Coca-Cola and McDonald’s. This partnership showcases the power of collaboration and the impact it can have on both companies’ growth and success.

    Coca-Cola, a global leader in the beverage industry, recognized the opportunity to leverage McDonald’s extensive global footprint and strong brand presence. By partnering with McDonald’s, Coca-Cola secured a prominent place on the menu of one of the world’s largest fast-food chains, gaining access to millions of customers on a daily basis. This partnership not only increased Coca-Cola’s market reach but also provided McDonald’s with a trusted and beloved brand to enhance their beverage offerings and satisfy their diverse customer base. Together, they created a synergistic combination that elevated the dining experience for customers.

    Beyond the product aspect, this partnership involved joint marketing initiatives, co-branded promotions and shared resources. The synergy between Coca-Cola’s marketing expertise and McDonald’s extensive reach allowed both companies to amplify their messages and strengthen their brand presence in the market. By collaborating closely, Coca-Cola and McDonald’s aligned their goals, ensuring a seamless integration of their products and marketing strategies. The partnership brought mutual benefits in terms of increased sales, brand visibility and customer satisfaction.

    The Coca-Cola-McDonald’s partnership serves as a testament to the importance of partnerships in driving growth and delivering value to customers. It highlights the significance of leveraging complementary strengths and resources to create a win-win situation for all parties involved.

    In today’s competitive business landscape, strategic partnerships have become increasingly crucial for companies seeking to expand their market presence and drive innovation. By embracing collaboration, businesses can tap into new customer segments, access additional resources and create mutually beneficial opportunities for growth.

    Looking forward

    Growing through strategic partnerships can be a viable and impactful strategy in tough times. By forging alliances with like-minded and complementary partners, businesses can leverage shared resources, accelerate growth and navigate challenging market conditions. Successful partnerships require careful evaluation, alignment of goals and effective communication. Identifying partners who align with your vision, bring complementary strengths and share similar values is key to unlocking the full potential of a strategic partnership.

    By embracing the power of partnerships, businesses can overcome obstacles, create new opportunities and thrive in the face of adversity.

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    Will Fan

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  • How You Structure Your Business to the IRS Matters. Here’s Why. | Entrepreneur

    How You Structure Your Business to the IRS Matters. Here’s Why. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    The business formation structure you chose at startup may no longer be the best one for your business. As you grow, your company’s legal entity can affect your tax bill, personal assets and ability to attract investors, raise money and expand your business.

    Those are many variables, so let’s explore your options.

    Related: Which Business Structure Is Right for You?

    Sole proprietorships

    Most startups in the U.S. start — and stay — as sole proprietorships. Of 33 million U.S. small businesses, the Internal Revenue Service (IRS) says 28.3 million are nonfarm sole proprietorships.

    Sole proprietorships are the simplest form of legal business entity. The setup process is easy. While sole proprietorships without employees don’t need an Employer Identification Number (EIN), it’s recommended since many banks won’t let you open a business account without one.

    There is a downside, however. There is no legal separation between a sole proprietor and the business. So, you are personally liable for any debts, obligations and lawsuits against your company. If your company is sued, your personal assets (property, bank accounts, etc.) can be at risk.

    For tax purposes, sole proprietors report their profits and losses on their individual tax returns (IRS Forms 1040) and attach a Schedule C Profit or Loss From Business, showing income, expenses and allowable tax deductions. In addition to income taxes, sole proprietors pay self-employment taxes of 12.4% for social security and 2.9% for Medicare. Taxes are due April 15.

    Partnerships

    Many entrepreneurs start businesses with family or friends or look for partners when their businesses grow. Like sole proprietorships, there is no legal separation between the partners and the company, so the partners’ personal assets are at risk if something goes wrong.

    Unless specified differently in the partnership agreement, all partners are equally responsible for paying taxes. Partnerships use IRS Form 1065, Schedule K, to list partners and the business’s revenues and expenses. Plus, all partners must pay self-employment and estimated taxes. Partnership tax returns are due March 15.

    Related: 5 Tips for Structuring Your New Business Like a Pro

    LLCs offer liability protection

    As their businesses grow, many entrepreneurs become uncomfortable with their personal assets being at risk and explore incorporating their companies.

    There are two ways to incorporate: forming a Limited Liability Company (LLC) or a C Corporation. Both structures are considered separate legal entities and protect business owners from the company’s liabilities, shielding their personal assets.

    Owners of LLCs are called members. Single-member LLCs are taxed like sole proprietorships using tax form 1040 and Schedule C. Multi-member LLCs are taxed like partnerships and use partnership forms 1065 and Schedule K and K-1. LLC members must still pay self-employment taxes. You can also opt for an S Corp election (see below).

    You must file Articles of Organization with your state to form an LLC. And while not required, it’s recommended that you create an operating agreement. An operating agreement defines the roles and responsibilities of a multi-member LLC.

    LLCs are becoming increasingly popular due to their relatively simple management structure, fewer compliance requirements and flexible tax treatment. They’re essentially a “have your cake and eat it too” option. For instance, multi-member LLCs can allocate percentages of the company’s profits and losses to the members as they see fit.

    LLCs have fewer and less complex compliance responsibilities than C Corps. They don’t have to elect officers or a board of directors. There are some ongoing compliance requirements — check with your state to learn more.

    The biggest disadvantage of owning an LLC is that you can’t issue company stock, making it more challenging to raise money.

    C Corps offer robust liability protection

    As your business grows, you may want stronger liability protection and opt to form a C Corporation. While C Corps are more complex to form and operate, they provide the most robust liability protection for the company’s shareholders. C Corps must file Articles of Incorporation in the state where you operate.

    A C Corp is a separate business entity and files a tax return on its profits and losses using IRS Form 1120. But the owners/shareholders are considered corporation employees, receive W-2s and are taxed as individual taxpayers, often called “double taxation.”

    However, C Corps can deduct employee-related costs, like wages, health care, retirement plans, operational expenses and fringe benefits like company cars. Ultimately, the current C Corp flat tax rate of 21% may be lower than what sole proprietorships and partnerships pay,

    In C Corps, the company and its employees each contribute 6.2% of the employee’s wages to Social Security and 1.45% to Medicare. Plus, employers contribute to their state-run unemployment insurance funds (SUI).

    It’s easier to raise money and attract investors since C Corps can offer unlimited numbers of shares and multiple classes of stock.

    C Corps typically have higher registration costs and more compliance requirements, including adopting bylaws, submitting annual reports, holding shareholder and board of director meetings and more.

    Related: The 5 Biggest Tax Differences Between an LLC and Corporation

    The S Corp tax election

    LLCs and C Corps can elect to be taxed as S Corporations, allowing them to divide profits into wages and dividends. While dividend distributions aren’t subject to employment taxes, shareholders must be paid reasonable compensation as defined by the IRS. Electing to be taxed as an S Corp can lower your overall tax bill while maintaining liability protection. S Corps use IRS Form 1120-S, and tax returns are due on March 15. To elect S Corp status, you must file IRS Form 2553 no later than March 15 of the tax year the election is to take effect.

    However, only American citizens and residents can be S Corp shareholders, and only 100 shares can be issued, so check with your accountant before choosing this path.

    Get advice

    It’s crucial to weigh the advantages and disadvantages of the different business structures. For many entrepreneurs, the liability protection and possible tax savings outweigh the added costs and complexity of incorporation.

    With so much at stake, it’s recommended that you consult with your accountant or attorney to help determine which structure is best for your business today and for future growth.

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    Nellie Akalp

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  • Christina Ricci Was Never Trying to Be Like Everyone Else

    Christina Ricci Was Never Trying to Be Like Everyone Else

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    From our couches, we’re currently getting a front-row seat to something wonderful—and long overdue—on our screens. It’s the privilege of watching iconic actresses over a certain age sink their teeth into juicy, nuanced roles and deliver some of their most powerful performances to date. Christina Ricci, who is one of them, is thrilled.

    “When I was younger, there was an idea of what a movie star should be,” she says. “I never wanted to play a leading lady. The whole idea of being an ingenue had a powerless connotation to it. I wanted to play dynamic characters that had agency, were proactive, and better reflected the people I saw in real life.”

    Ricci was often discouraged from playing these types of roles—not that it stopped her. She transitioned from child star of the ’90s to indie darling in the 2000s, and while it wasn’t an easy road, it resulted in a body of work that, much like the characters she’s so drawn to, is unconventional and artistically adventurous.

    “I was hopeful that as I got older, I would be considered for more,” she says, and that patience and persistence paid off. Now, in the latest act of her career, she’s on two hit series and audiences are delighting in watching her embody the strange and multifaceted personalities she plays so well. “The world has changed a little bit: There’s a lot more value in people being individuals.”

    This shift has helped Ricci feel more secure not only in her uniqueness as an artist, but in herself outside the work. Despite the unaffected cool-girl persona many fans may associate her with, she says that at 43 she’s only recently started to feel truly comfortable in her own skin. Growing up in the public eye meant her physical appearance was constantly being scrutinized. “I remember being young and so insecure and obsessed with my body,” she says. “As you get older, I think people start to value different things about you—your talents, what you’re contributing. That allows you to appreciate those things as well.”

    Looking back, Ricci says, many of the things she once felt self-conscious about seem pointless now. She tells younger co-stars to lean into what makes them different and irreplaceable (not that she thinks they really need her advice). “I tell them: ‘You are exactly who you’re meant to be. At the end of the day, it’s your experiences that you’ll remember.’”

    A turning point on her journey to self-confidence was becoming a mom. “I was able to see my body as something more than an object to be looked at by other people,” she says. “It was capable of making such crazy changes, and then returning back to itself—I felt I could trust it to do what it needs to do.”

    She’s also found confidence in self-care rituals. She likes to take daily baths (“the first thing I do in the morning”), and she stocks her bathroom with moisturizing body oils and lotions and scrubs that make her skin feel soft. “I’ve always been someone who’s done a lot of maintenance work,” she adds. “I take care of my skin and make the time to ensure that it’s healthy and nourished.”

    She also keeps her skin smooth by getting regular waxes at European Wax Center. “I’ve been waxing since I was 20 years old,” she says. “I love that no matter what I need to put on for a shoot, I don’t have to worry—I’m confident.”

    Ricci’s newfound assuredness hasn’t changed the sort of roles she gravitates toward; it’s just made her even more certain she’s been on the right path all along. “I feel more comfortable, accepted, and happy,” she says. “And now I can play totally crazy people whenever I want to.”

    Ready to find your up-for-anything confidence? Book your first wax free* at waxcenter.com today.

    *First-time guests only. Valid only for select services. Additional terms may apply. Participation may vary; please visit waxcenter.com for general terms and conditions.

    Art Direction: Armine Altiparmakian & Sabrina Contratti; Creative Production: Hannah Miller; Talent: Jennifer McLawhorn; Styling: Cristina Ehrlich; Hair: Mark Hampton; Makeup: Allan Avendaño; Manicurist: Zola Ganzorigt; Local Production: Hyperion

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  • A Comprehensive Guide to Fractional Leadership | Entrepreneur

    A Comprehensive Guide to Fractional Leadership | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a business owner, I know firsthand the countless challenges that come with running a company. With responsibilities ranging from financial management to marketing strategies, it can often feel overwhelming just to keep your head above water. It’s for this reason that expert support is valuable, and fractional executives can provide a service that addresses challenges and promotes growth.

    As the founder of a fractional leadership firm, I have worked with businesses in various growth stages. From managing rapid expansion to making critical operational decisions, fractional partnerships allow clients to receive executive-level support at a fraction of the cost, time and effort, empowering them to succeed efficiently. While this success is easily attainable for most businesses, having the right team is a crucial aspect of such success.

    In this article, I’ll discuss the role and benefits of fractional executives and how to choose the right ones for your needs.

    Related: Why Fractional Executives Are the Best Investment For Your Business

    What are fractional executives?

    Fractional executives provide cost-effective part-time or interim support for growing businesses, offering expertise in areas like strategic planning, operational streamlining, revenue operations, marketing, finance and sales. They also stay updated with the latest efficient infrastructure for your business, ensuring it’s customized to your specific stage and scale.

    Signs that you may need a fractional executive

    • You need expertise in a specific area.

    • You have ambitious growth goals and require help achieving them.

    • You’re facing a critical business challenge and need guidance navigating and resolving it.

    • Your rapidly growing business lacks the structure to support growth.

    • You need leadership support during a transition or restructuring period.

    • You find yourself working in your business rather than on your business.

    • You want to implement new technologies, systems or processes, but you lack the appropriate resources or expertise to do so.

    • You lack the capacity to stay current with industry and technology trends.

    • You want to improve leadership practices and company culture but need guidance on where to start and how to create lasting change.

    • You lack a cohesive system for connecting outsourced functions and aligning them with your business goals.

    Benefits of a fractional executive

    Cost savings:

    Fractional executives offer a flexible solution for businesses that need experienced executives without the commitment and cost of a full-time hire. Unlike hiring a full-time executive, you can work with fractional executives on an as-needed basis, allowing you to enjoy the benefits of a seasoned executive without committing to a long-term, super-high expense. This can be especially beneficial for small to mid-sized businesses that want to grow but have limited resources.

    Expertise and experience:

    Fractional executives’ exposure to diverse systems, companies, processes, structures and challenges from working with numerous businesses (often hundreds) gives them a significant edge over full-time executives, who typically hold only 5-6 positions in their careers. This extensive experience provides fractional executives with unparalleled expertise and insights, enabling them to deliver faster, more effective solutions for your business.

    Flexibility and scalability:

    As a full-time executive, I found that 80% of my time was spent on tasks that could be done by more junior staff, given the right guidance. This observation reinforced my belief that many companies don’t necessarily need a full-time executive, as the role doesn’t always warrant constant high-level attention. Fractional executives can be hired on a flexible basis, ranging from just a few hours a week to a longer-term commitment over several months. This can allow you to scale up or down as your business needs change, ensuring that you have the right amount of support whenever you need it.

    Objectivity and perspective:

    Fractional executives offer an outsider’s perspective to your operations, strategy and business practices, providing unbiased feedback and advice to help you make informed decisions. This partnership allows for a more even relationship, working at eye level rather than the traditional, more restrictive manager-employee relationship. This approach can be especially valuable when identifying blind spots or areas for improvement, as fractional executives bring a unique perspective thanks to their experience with a multitude of businesses.

    Related: How a Fractional Executive Can Take Your Business to the Next Level

    Types of fractional executives

    Outsourcing specialized roles like CFO and CMO gave rise to fractional executives, now covering roles like COO, CTO, CHRO and more. This approach lets businesses customize their executive teams to match their goals and needs, tapping into the unique skills and expertise of fractional professionals.

    Fractional executives can be:

    • Interim executives: for short-term leadership gaps

    • Project-based executives: for specific project expertise or guidance

    • Strategic advisors: for long-term planning and opportunity identification

    • Ongoing support: for smaller companies needing continuous assistance

    How to choose the right fractional executive

    Identify your needs:

    Identify critical areas, and seek a fractional executive with the right expertise. Consider using their insights to spot gaps and help you refine your search, securing the perfect fit for your business.

    Evaluate relevant experience:

    Choose a fractional executive based on a successful track record, relevant experience, positive references and commitment to fractional work as a career (rather than a side or temporary hustle).

    Assess their style:

    Look for an executive who is responsive, proactive and able to communicate clearly and effectively. Schedule an initial consultation to get a sense of their working style and consider whether it aligns with your own.

    Align expectations:

    Choose a fractional executive who shares your passion and can work collaboratively to achieve your objectives. Keep an open mind, and consider their suggestions, as their experience can offer valuable insights.

    Consider your readiness:

    During the initial consultation, assess your readiness to delegate control. If you’re not prepared to treat this as a partnership and loosen the reins, a fractional executive may not be the right fit. Trust is key, so choose someone you’re comfortable collaborating with, and formulate a transition plan that cultivates that trust.

    By partnering with a fractional executive, you can tap into their specialized skills and expertise, giving your company a competitive edge and positioning it for long-term success. So, whether you’re seeking to grow your business or address critical challenges, consider that a fractional executive could very well be the missing piece that propels your business to success.

    Related: How to Grow Your Business With Intention

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    Adi Vaxman

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  • 6 Ways to Improve Your Relationships Through Smart Tactics | Entrepreneur

    6 Ways to Improve Your Relationships Through Smart Tactics | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    One of the biggest determining factors of happiness is the quality of the relationships of those closest to you.

    Similar to all great things, it does take time and energy to cultivate good, strong relationships. In business, strong interpersonal skills will result in networking opportunities, customer satisfaction, successful negotiation and unmatched leadership.

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    Baptiste Monnet

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  • 5 Ways to Identify Influencers Worth Your Brand’s Time and Money | Entrepreneur

    5 Ways to Identify Influencers Worth Your Brand’s Time and Money | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the current digital marketing landscape, few advertising options are more popular than influencer marketing. After reaching a global market of $16.4 billion in 2022, 90% of brands report that they find influencer marketing to be an effective tactic.

    Of course, not all influencers are created equal. Influencers may charge different rates based on the number of followers they have or the type of promotion your brand wishes to engage in. But just because an influencer delivered great results for one brand, doesn’t necessarily mean they’re right for yours.

    By understanding key factors for identifying influencers who are the right match for your brand, you can spend your marketing budget wisely.

    1. They have a relevant (and quality) audience

    Generally speaking, most influencers price their sponsored posts based on the size of their audience. For example, while nano influencers on Instagram with 1,000 to 10,000 followers may only charge $10 to $100 per post, “mega influencers” with over 1 million followers may easily charge over $10,000 per post.

    While a large audience size can dramatically increase reach and brand awareness, this doesn’t tell the whole story. You must also ensure that their audience is actually made up of real people who are interested in their content. Bot or fake accounts may boost the number of followers, but they don’t provide worthwhile engagement.

    Similarly, be wary of influencers who follow more people versus people who follow them. They may be using “follow for follow” or “follow unfollow” efforts to artificially grow their audience.

    Related: Why Consumers Care About Influencers, and Why You Should Too

    2. The more specific their niche, the better

    Aside from ensuring that an influencer actually has real followers, it’s important to narrow in on individuals whose content is the closest match for what your own brand offers. The easiest way to determine this is by reading their bio and going through their previous content. This can help you identify their interests, previous sponsorships they’ve participated in and the primary topics they cover with their content.

    Quite often, choosing an influencer who focuses on a more specific sub-niche can be more beneficial than someone with a broader influence. Think along the lines of someone who discusses yoga content, rather than a broader focus on exercise in general. They may have fewer followers, but these followers tend to be more engaged with their content — and therefore more likely to respond to your marketing partnership.

    3. They have strong credibility with their audience

    Another advantage of influencers in more specific sub-niches is that they tend to have strong credibility with their audience. Through their values, the quality of their content and their personal or professional background, they’ve created a persona where their followers will trust what they say.

    This credibility is what leads to desired results in brand partnerships. For example, consider this case study involving Kraft Heinz. The brand selected 12 influencers based on topic relevance, audience demographics and follower engagement to develop two campaigns focused on millennial families.

    Not only did the campaigns achieve over eight million combined impressions with a 5.7% engagement rate, but they also delivered 103% more engagement than Kraft Heinz’s standard campaigns.

    4. Their content fits your brand image and values

    During your review of an influencer’s content, don’t just pay attention to the topics they cover. Look at how they present themselves and their content. Does it fit your brand image and the values that you try to portray to your customers?

    For example, if you pride yourself on creating a family-friendly brand, then an influencer who frequently uses adult language and humor is probably not going to be a good fit. The level of disconnect between the influencer’s persona and your brand could confuse their followers who discover your company through their content. Worse yet, it could alienate your current customers.

    Remember, an influencer is going to be telling a story to convey the appeal of your brand. Good influencer partnerships give them creative freedom in how they do it — so be sure they share your vision and values to create content that tells the story properly.

    Related: How Brands Are Leveraging Social Media Influencers to Tell Their Stories

    5. They pride engagement above all else

    When it comes to generating meaningful results for your brand, total engagement is perhaps the most important metric to consider. You want to work with influencers whose followers like, comment, share and click on their posts. And while social media algorithms mean that no one will ever approach 100% engagement, being aware of platform benchmarks can help you determine the quality of an influencer’s following.

    Keep in mind that engagement rates vary based on the platform and total number of followers. For example, Instagram influencers with 1,000 to 5,000 followers average 4.84% engagement, while those with over one million followers average 1.23% engagement. On TikTok, influencers with 1,000 to 5,000 followers average 12.43% engagement, while those with over one million followers average 13.7% engagement.

    Ideally, your influencers of choice should meet or exceed the averages for their platform and number of followers to ensure your campaign reaches the maximum number of people.

    Maximize the potential of your influencer campaigns

    Countless brands have proven the efficacy of influencer marketing campaigns — but these campaigns have been successful precisely because companies partnered with the right influencers. By taking care of the necessary groundwork to identify quality, relevant influencers in your niche, you can move forward with confidence as you begin your next campaign.

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    Lucas Miller

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  • How to Find the Right Balance in Business Partnerships | Entrepreneur

    How to Find the Right Balance in Business Partnerships | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Business partnerships can be a key driver of success, but navigating the delicate balance between compromising and standing your ground can be challenging.

    In today’s competitive business landscape, finding the right equilibrium is crucial for sustainable and profitable partnerships.

    Here are some insights on how to strike the right balance between compromising and standing your ground in business partnerships.

    The value of compromising in collaboration

    Compromise is an essential element of successful partnerships. It fosters collaboration and teamwork, allowing partners to work together towards a common goal.

    When partners are willing to compromise, they can find creative solutions to challenges and make decisions that benefit the partnership as a whole. However, compromise does not mean sacrificing your core values or principles.

    It’s important to establish clear boundaries and understand what you are willing to compromise on without compromising your integrity or the long-term success of the partnership. Here’s how:

    Related: 7 Steps to Compromising Effectively as a Business Leader

    Effective communication: Effective compromising

    Clear and open communication is vital in business partnerships. It enables partners to express their concerns, ideas and perspectives openly and honestly. Effective communication helps partners understand each other’s viewpoints and find common ground for compromise.

    It’s important to establish regular channels of communication, set expectations and create a safe space for open and honest discussions. Active listening and empathy are also crucial skills for effective communication, as they build trust and mutual understanding.

    Embrace flexibility and adaptability

    Flexibility and adaptability are essential traits for successful business partnerships. Markets and industries evolve rapidly, and partners need to be open to change and willing to adapt their strategies and plans accordingly.

    Being flexible and adaptable allows partners to respond to new opportunities and challenges proactively. It’s important to be open to feedback, learn from mistakes and be willing to adjust plans and strategies as needed.

    Flexibility and adaptability foster a collaborative environment where partners can work together to navigate changing business landscapes.

    Standing your ground and upholding convictions for the long-term

    While compromise is essential in partnerships, it’s also important to know when to stand your ground.

    Upholding your convictions and staying true to your core values are crucial for the long-term success of the partnership. It’s important to have a clear understanding of your non-negotiables and communicate them to your partners. Be firm and assertive in defending your convictions, but also be open to constructive feedback and differing perspectives.

    Finding a balance between standing your ground and compromising requires discernment and strategic thinking.

    Related: Attention Entrepreneurs: Compromise, But Never Compromise Your Standards

    Establish boundaries and know your non-negotiables

    Setting clear boundaries is critical in business partnerships. Identify your non-negotiables, which are the principles or values that you are unwilling to compromise on.

    It could be ethical standards, financial goals or long-term vision for the partnership. Clearly communicate these boundaries to your partners, and ensure they are respected.

    Boundaries help partners understand each other’s limits and foster mutual respect, which is essential for a healthy and sustainable partnership.

    Make strategic decisions by balancing conviction and flexibility

    Strategic decision-making is a delicate balance between conviction and flexibility. It’s important to stay true to your convictions while being open to feedback and new ideas.

    Avoid making impulsive decisions based solely on emotions or personal biases. Instead, base your decisions on data, market trends and strategic planning.

    Be willing to reconsider your stance if new information emerges, but also hold firm to your convictions when they align with the long-term success of the partnership.

    Related: 8 Powerful Ways Leaders With Conviction Motivate Us

    In conclusion, finding the right balance between compromising and standing your ground is crucial in business partnerships. Compromise is essential for collaboration and teamwork, while standing your ground upholds your convictions and values for long-term success.

    Effective communication, flexibility, adaptability and establishing clear boundaries are key to finding the right equilibrium. Strategic decision-making based on data and market trends helps strike the balance between conviction and flexibility.

    Remember, successful partnerships require constant effort, open communication and mutual respect. Finding the right balance between compromising and standing your ground can lead to a harmonious and successful business partnership that thrives in today’s dynamic business landscape.

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    Roy Dekel

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  • ELLE Loves: Pandora Double Brilliance Lab-Grown Diamond Drop Earrings

    ELLE Loves: Pandora Double Brilliance Lab-Grown Diamond Drop Earrings

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    Buying fine jewelry can be an emotional journey. Not only is the price an investment, but finding the perfect piece to buy for yourself or, given that Mother’s Day is right around the corner, for your mom is like a deep dive into the human psyche. Is this the moment for a classic pair of studs? Perhaps it’s the time to splurge on something more sentimental, like an initial pendant she’ll wear daily—or is it a ring that will fit the bill? And while it needs to be stylish yet enduring to warrant the price tag, it also, most importantly, should be a piece she’ll cherish for decades.

    My current fixation has been a pair of earrings I could wear day and night, that look equally good whether I’m in a tank and sweats or my flashier clothing. The Pandora Brilliance Lab-Grown Diamond Drops are strikingly beautiful yet elegantly minimal and, after wearing them around, I can promise they’ll make the absolutely perfect gift for any mom in your life.

    Courtesy of Pandora

    Pandora is best known for their charm bracelets, delicate little reminders of major moments in your life, so it only makes sense that they’d also make everyday pieces that feel just as special and emotional. These earrings are from their Brilliance collection, a line of pieces that feature a unique infinity setting, made for the person who wants beautiful design coupled with top-notch materials—and with gold and lab-grown diamonds, this pair fits the bill. Here, the reasons I’m super into this new addition to my jewelry drawer and why your mother probably will be, too.

    Lab-created diamonds are affordable and high-quality.

    In recent years lab-created diamonds have grown in popularity for good reason—they’re virtually indistinguishable from their natural counterparts. The gems used in these pieces have the same color, clarity, and cut that you’d find in a comparable fine jewelry piece. They’re colorless to the naked eye and flawless with a round brilliant cut for maximum sparkle. In fact, Pandora holds the stones they use in their jewelry to the same high standard as they would mined ones. And because lab-created diamonds tend to be less expensive, you’ll also be able to buy bigger and better pieces without having to spend a fortune. These earrings clock in at just under 0.5 carat, so sizable for their price point.

    Pandora Pandora Brilliance Double Lab-created 0.50 ct tw Diamond Drop Earrings

    Pandora Brilliance Double Lab-created 0.50 ct tw Diamond Drop Earrings

    Pandora Pandora Brilliance Double Lab-created 0.50 ct tw Diamond Drop Earrings

    Credit: Courtesy of Pandora

    Lab-created diamonds are sustainable.

    Since fine jewelry is meant to last, it’s a bonus that these pieces are created with future generations in mind. They’re made with recycled gold and silver. And they are created using 100 percent renewable energy, so these earrings are a more sustainable and ethical alternative to mined gems.

    These pieces are also created with future generations in mind.

    They make every outfit feel special.

    I love how I can keep these lightweight earrings in my ears for my casual days straight through my evenings out. I’ve worn them while running errands and to yoga, allowing them to elevate my everyday (and activewear) looks without overthinking it. For a recent dinner with friends, they were the perfect accompaniment to my go-to avant-garde black-skirt-and-turtleneck combo, adding just a hint of elevated sparkle to an otherwise edgy outfit.

    They’ll be passed down for generations to come.

    These are meant to last, and the infinity design coupled with the quality materials will look just as good in 20 years as they do now. They’re not trendy and, with some general care (keep them dry and safe in a jewelry box!), your lucky gift recipient can easily pass them down to future generations. A niece or friend’s daughter will be the lucky recipient of mine some day, and let me just say to her: You’re welcome!

    Brilliance Double Lab-created 0.50 ct tw Diamond Ring

    Pandora Brilliance Double Lab-created 0.50 ct tw Diamond Ring

    Brilliance Lab-created 0.30 ct tw Diamond Drop Necklace

    Pandora Brilliance Lab-created 0.30 ct tw Diamond Drop Necklace

    Brilliance Lab-created 0.25 ct tw Diamond Bangle

    Pandora Brilliance Lab-created 0.25 ct tw Diamond Bangle
    Headshot of Diana Tsui

    Writer

    Diana Tsui is a stylist and writer living in New York City. She also writes for The New York Times, W, Elle, and more. Previously she was the senior market editor at New York Magazine’s The Cut. 

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  • What It’s Like to Get EON, the Touchless Body Contouring Treatment

    What It’s Like to Get EON, the Touchless Body Contouring Treatment

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    One of the first things a dermatologist or plastic surgeon will tell you about body sculpting treatments is that they aren’t a replacement for a balanced diet and consistent exercise. An ideal candidate is someone who leads a healthy, active lifestyle but is looking for that extra boost to push them closer to their aesthetic goals. And that person, I thought after first learning about EON, an innovative new body contouring device, is me.

    Last year, an injury sidelined me from my choice cardio-based workouts, and I was forced to slow down, shift my attention to recovery, and find different stress-relieving outlets. Now on the other side, I’m feeling mentally stronger, but physically? Well, slightly out of shape. I couldn’t be more ready to refocus on regaining my strength and tone, which is why after rejoining my favorite fitness studio, I made an appointment to try EON with Dr. Jennifer Walden, a board-certified plastic surgeon, president of the Aesthetic Society, and owner of Skintology MedSpa in New York City.

    The Treatment

    “EON is the first robotic, touchless body contouring device in the U.S.,” says Dr. Walden. “It’s a great solution for both female and male patients who are looking to permanently reduce stubborn fat and are searching for a completely noninvasive experience without the need of downtime for recovery or anesthesia.” She notes that her patients often visit during their lunch break; the entire abdomen can be treated in 60 minutes. The device is also FDA-cleared for use on the flanks, back, and thighs.

    Eon

    While other popular body sculpting devices utilizes freezing or muscle-stimulation technology, “EON uses a first-of-its-kind 1,064-nanometer laser to heat the fat to 123.8 degrees Fahrenheit, causing fat-cell death,” says Dr. Walden. In the 8 to 12 weeks post-treatment, the body naturally removes those targeted fat cells through the lymphatic system, resulting in a more toned appearance.

    For comfort during treatment, an air-powered jet-cooling system brings down skin temperature as the deep fatty tissue underneath is being heated. Combined with an even distribution of heat throughout the process and the lack of any direct contact with the skin, this makes for a very tolerable and efficient procedure, says Dr. Walden.

    The Experience

    My visit to Skintology MedSpa started with a consultation. My provider assessed my trouble areas and asked about my desired results. Ultimately, we decided to treat my upper and lower abdomen, which I was told would take 20 minutes each.

    Laid out on a table and outfitted in safety goggles, I felt like a test subject in a science fiction movie (albeit in a luxe, non-clinical atmosphere) as the treatment head was positioned above my bare torso. The device is powered by autonomous robotic technology, which was employed to scan and map my specific body topography and determine exactly where to target the laser. The head is also equipped with sensors that can detect skin temperature and the proximity of the device for safety.

    eon laser

    Eon

    I’ve tried enough beauty treatments to know that the term “noninvasive” doesn’t always mean pain-free, so I was braced for the worst. But for the majority of those 20 minutes, the experience was truly uneventful. It felt as if someone was aiming a hair dryer at my stomach, oscillating between the hot and cool settings. I relaxed and chatted with my provider, who regularly checked in to see how I was tolerating the laser. There was only a brief interlude toward the halfway mark when the sensation became uncomfortably prickly. My provider immediately activated a cool-down cycle to give my skin a break and applied a small heat-reflecting sticker on the most sensitive spot (an area with less fat) to alleviate the intensity.

    After round two on my upper abdomen (which immediately followed the treatment on the lower area), my provider took “before” photos from every angle and then scheduled a six-week follow-up appointment to assess whether I would benefit from another treatment. Afterward, my skin was slightly red (that dissipated within an hour) and tender (the soreness—not unlike the aftermath of a lot of crunches—lasted a week), but I was able to go right back to work, with no downtime needed.

    The Results

    Studies have shown that patients experience an average of 21.6 percent fat reduction 12 weeks after a single treatment. “We have been able to help our patients achieve impressive results while having a comfortable treatment experience,” says Dr. Walden.

    I still have a few weeks to go before I can start comparing my before-and-afters, but one thing I can already say for certain is that EON helped me feel back in control over my body, and ready for the new, injury-free journey ahead.

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  • The Most Effective Ways To Assess If A Partnership Makes Sense For Your Small Business | Entrepreneur

    The Most Effective Ways To Assess If A Partnership Makes Sense For Your Small Business | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    If you’re running a small business, the right partnerships can help you reach new customers and improve your products and services. But, to find the right partners, you need to know what they can do for your company — and what it means to have partnerships in small businesses.

    What does it mean to have partnerships in small businesses?

    A partnership is a business relationship between two or more entities. They can be formal or informal but usually benefit both parties involved. For example, companies with brand partners share the same values and vision for their products or services. This means they work together to achieve common goals.

    These types of partnerships can help you grow your company faster than if you did everything independently. It gives you access to new audiences that may not be available through traditional marketing efforts — like advertising.

    A brand partnership can be a great way to expand your reach and increase your sales. However, it’s not without its risks. If one of the partners doesn’t do their part, it can cause problems for both of you and even hurt your reputation in some cases. So, this path should be trodden on carefully.

    The benefits of having business partners

    Partnerships can help you reach new customers. If you’re trying to grow your business, partnerships are essential. They can help you reach new markets and audiences, as well as new demographics and geographic areas.

    Partnerships are also a good way for companies that sell similar products or services to work together to boost sales or better understand their target audience’s needs. For example: if two companies sell books on Amazon, but one specializes in self-help guides. In contrast, another specializes in romance novels. They might partner up to cross-promote each other’s products.

    Related: 5 Secrets to Winning More Sales

    There are a lot of different kinds of partnerships. They can range from simple affiliate programs to joint ventures or company mergers. The key is to find one that makes sense for both parties involved and helps them reach their mutual goals.

    Partnerships can help you improve your products and services. Here’s how:

    • By working with other businesses, you can develop new ideas for products and services more relevant to customers’ needs.
    • Partnering with another company can also give you access to additional resources (such as capital or equipment) that would be difficult to acquire independently. This will allow you to create better products in less time at a lower cost than if the two companies were separate entities working independently.
    • Partnerships can also help reduce costs for both parties involved in an agreement by sharing resources such as employees, facilities or marketing materials between them — and saving money on these items altogether.

    It can benefit both companies and their customers when they come together to form a lasting business relationship.

    An opportunity to share resources and expertise

    Partnerships are an opportunity to share resources and expertise. For example, you can find out the real Wix pricelist and share them with your partners and see how you can benefit from this tool. The benefits of sharing resources include the following:

    • Reduced costs by consolidating tasks or services across multiple companies.
    • Increased capacity for growth as each partner’s offerings complement each other’s strengths. For example, when one company provides design work while another provides content creation.
    • Strategic advantage in the market by combining complementary products and services to offer more value to customers.

    When two companies work together, they can leverage their combined knowledge and expertise to create a product or service that is more attractive than each could offer. This could result in new product features, improved customer support or faster development cycles.

    How to find the right business partners

    A good partnership is one where each partner brings something different but has skills and expertise that complement each other’s needs. For example, if you run an accounting firm and need help with marketing and social media, look for a partner to assist with those areas of your business.

    Related: 5 Questions to Decide If You Need a Business Partner

    Partners who share your values and goals

    Both parties must have similar goals in mind when entering into a partnership — and if they don’t, it may not work out as well as expected.

    If this seems like something worth exploring further before making any commitments or signing contracts (and we think it should), then make sure everyone knows what their expectations are going forward so there aren’t any surprises later on down the road when things get complicated.

    Expands your network

    Another point is that a partnership can help expand your network in ways you may not have previously considered. For example, you might find new customers, industry contacts and other partnerships to benefit both parties. This means that entering into a partnership can help you achieve goals that could not have been achieved alone.

    On the same page

    It’s also vital to ensure everyone is on the same page regarding what each party hopes to gain from the relationship. For example, are you looking to increase your customer base? Are you hoping for increased brand visibility? Or are you looking for a specific type of expertise?

    Establishing the right objective upfront will ensure that both parties are working towards a common goal rather than blindly entering into an agreement.

    Open communication

    Finally, you should establish how the partnership will be maintained over time. For example, will there be regular meetings? What are the expectations for each party? How often will progress reports be submitted? Answering these questions ensures both parties remain committed to the relationship and succeed in the long run.

    Remember that communication and mutual respect are vital components of any successful partnership. By ensuring that all parties understand their roles and responsibilities, you can create a mutually beneficial partnership for both organizations. With the right approach, you can reap the rewards of a successful business relationship for years.

    If you want to grow your business, developing the right partnerships is essential. Identify potential partners and create a formal arrangement that outlines expectations for both sides. This will allow you to maximize the benefits of the relationship and ensure mutual success for everybody involved.

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  • 5 Common Questions Asked in ‘Co-Founder Couples Therapy’ | Entrepreneur

    5 Common Questions Asked in ‘Co-Founder Couples Therapy’ | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    No one but your person knows exactly what you’re going through. You take the same risks and want the same things. You’re legally bound by a contract, ideally (more on this later). I’m talking about your co-founder.

    Like real marriage, co-founder “marriage” is an intense partnership, a big investment at the mercy of human connection, communication and flaws. Many entrepreneurs consider the mechanics of this dynamic before the emotions, though both aspects are equally important.

    Your psychological health, and that of your co-founder, are paramount to the success of your company.

    As a clinical psychologist, by the time I see co-founders in my office, where I advise entrepreneurs, some personal grievance has already occurred. Inevitably, the business also suffers. Co-founder couples therapy, or thinking actively about the health of your relationship, can prevent a bad breakup — or worse, a bad exit.

    Here are the five most common questions asked by my co-founder clients, from whether friendship is a requirement to the ideal cadence of communication.

    Related: 4 Sane Strategies for Maintaining Healthy Co-Founder Relationships

    1. Do we need a prenup?

    The short answer is yes. Ideally, your lawyers draft a contract outlining roles, stakes, and, importantly, exit plans. Things tend to implode when one co-founder wants to move on but there is no clear structure in place to do so.

    I always advise not to split operations 50-50, and instead, designate one person as a final ruler on key decisions. Many people find this tricky, but in my experience, it’s the best arrangement for the long-term health of the business and the working relationship. Making one person an authority also prevents stalemates.

    2. Do we have to be friends?

    It would be great if you liked each other. It’s far more important to gain the mutual trust and respect that comes with combined effort, integrity and professionalism. It is possible to run a business alongside someone you wouldn’t choose to spend time with outside of work. The reverse does not apply: It’s not a great idea to just be friends, to launch a company with your college roommate because you get along so well.

    Complementary skills and designated roles are more important than friendship. One of you is technical, and the other is an expert in sales, for instance. If you work well together, chances are, you’re going to like each other. Stress and shared goals will naturally create a bonding experience.

    Related: How To Know When It’s Time to Break Up With Your Co-founder

    3. How do we know if we’re compatible?

    I get many questions about compatibility and how to crack it. Personality tests, including the Myers-Briggs Type Indicator, can be helpful frameworks. These tools facilitate a better understanding of a partner’s personality and judgment. You can also learn a lot about yourself that will inform your own relationships. I recommend Sally Hogshead’s book, How the World Sees You and the CliftonStrengths Assessment (formerly StrengthsFinder).

    You could look to the zodiac if that helps you, but when it comes to compatibility, three things matter most:

    • What is my co-founder’s working style?

    • What is my co-founder’s communication style?

    • How does my co-founder react to stress?

    At a roadblock, will your partner disappear and try to solve the problem solo? Talk endlessly about solutions and distract others in the process? Become agitated and reactive? It’s helpful to anticipate your individual and shared reactions to plan accordingly.

    4. What if we’ve had a bad falling out, but still work together?

    Once you determine that the relationship is not worth saving (there are many steps before this), it’s often best not to work together too closely. In this case, you might sell the business using a broker. This is, of course, easier with an online operation.

    You might hire a CEO to run daily operations so that you and your co-founder only need to meet when the CEO transitions. Finally, one of you could buy the other one out. That would involve lots of interaction up front, though it does ensure a clean break. If you had a plan to dissolve the business when you launched, the terms of a sale should be easier to negotiate.

    Related: How Entrepreneurs Should Manage Personal Dynamics As Co-founders Of a Venture

    5. How often should we talk?

    Successful co-founders I work with have regular functional communication, frequently on platforms like email and Slack. I would also suggest a designated meeting in real time, even 30 minutes per week or 60 minutes every other week via phone or Zoom. Daily communication can become white noise, especially while working remotely and asynchronously.

    In-person (or e-person) check-ins make for more seamless decision-making and allow space for both vision planning and small personal updates. In a face or voice, you can better see or hear the excitement or stress in your co-founder’s demeanor and catch potential problems before they spiral out of control.

    Co-founder relationships are complex unions that are often fraught. How you navigate this dynamic can have permanent consequences for your business. It’s best to be proactive about the emotional aspects of this relationship, not just the logistics.

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    Sherry Walling, PhD

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  • 5 Tommy Hilfiger x Shawn Mendes Looks We’re So Into This Season

    5 Tommy Hilfiger x Shawn Mendes Looks We’re So Into This Season

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    Iconic Americana and Tommy Hilfiger are synonymous and neither goes out of style. To keep the look current, it’s all about modern tweaks to renew the throwback vibe, so it’s no surprise we’re obsessing over the new Tommy Hilfiger x Shawn Mendes collection. This collab of 28 items delivers fresh foundational pieces infused with TH’s signature sportswear aesthetic (hello, perfectly slouchy tees and ribbed racerback tank) and all-time prep classics like the ultimate varsity jacket, twill blazer, and perfect pleated trousers (again, the slouch is everything).

    Sustainability is a focus, too, in the form of pieces made from organic and recycled fibers, including three timeless denim buys: a straight-leg jean, cutoff shorts, and a denim jacket. Basically, the collection is giving classics reborn, and we are here for it. So, catch us rocking the assortment repeatedly in all possible combinations. Here, we’ve laid out our fave formulas for you to do the same.

    1

    Courtesy of Tommy Hilfiger

    .

    Go collegiate cool by teaming a cropped hoodie with pleated trousers (the slouchier, the better). An iconic TH flag bralette is the perfect foundation.

    2

    tommy x shawn mendes

    Courtesy of Tommy Hilfiger

    A logo bikini peeking from the top of your trousers paired with a crop top fully flaunts an iconic motif.

    3

    tommy x shawn mendes

    Courtesy of Tommy Hilfiger

    Double up on denim and keep it breezy for summer with cutoffs and a midriff-baring tee.

    4

    Play with proportion by half-buttoning this shirtdress to reveal the perfect cutoffs.

    5

    tommy x shawn mendes

    Courtesy of Tommy Hilfiger

    A simple tank and jeans are steadfast cool. Make it all the cozier with a hoodie layer on standby.

    Headshot of Laura Lajiness Kaupke

    Laura Lajiness Kaupke is a freelance writer and editor covering fashion, accessories, and lifestyle topics, including beauty, home, fitness, and travel. You can see her work across various outlets, including VOGUE, Harper’s BAZAAR, ELLE, Marie Claire, InStyle, Glamour, Esquire, Women’s Health, Brides, The Zoe Report, Popsugar, Refinery 29, Coveteur, Byrdie, Well+Good, The Editorialist, among other titles and brands. Laura has worked in the fashion industry for over 11 years and held senior fashion editor positions at Popsugar and The Zoe Report, with additional experience as a copywriter and fashion publicist.

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  • The Latest in RF Microneedling Technology Is All About Customization and Versatility

    The Latest in RF Microneedling Technology Is All About Customization and Versatility

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    Whether it’s a perfectly tailored item of clothing or a commissioned artwork, getting something customized always feels special. Why shouldn’t the opportunity extend to your skin? Bespoke in-office treatments are becoming increasingly popular, and one in particular has dermatologists, plastic surgeons, and their patients talking of late: Potenza RF microneedling.

    “As a plastic surgeon, I’m always looking for ways to create beauty in an efficient manner,” says Jay Calvert, a board-certified plastic surgeon who is based in Beverly Hills, California. Radiofrequency (RF) microneedling is among those he chooses. “Radiofrequency energy is great for tightening the skin*, and microneedling is an effective way to revitalize it through the penetration of ultrafine needles,” he says. “Combining the two helps create a tight and refreshed appearance.”

    While RF microneedling is nothing new, the treatment recently got a major upgrade with Potenza, a technology that allows for more customization than was previously available. And because it’s well tolerated, with limited side effects such as pinpoint bleeding, swelling, redness, or irritation, it can be done virtually anywhere on the body, at any time of year.

    Ahead, find out more about this groundbreaking process, including specific benefits, what to expect during a procedure, and how long it takes.

    What exactly is RF microneedling?

    A brief history lesson: “The first recorded use of microneedling was in the early 1900s, and technology has significantly evolved,” says Calvert. “With the advancement of automation and the combination with radiofrequency, RF microneedling is now a straightforward, minimally invasive technique that delivers impactful results.”

    The treatment works by jump-starting the body’s own collagen-regeneration process. “Creating small, controlled needle punctures in skin, combined with the thermal heat of radiofrequency energy, triggers the body’s natural healing response to stimulate collagen and elastin production,” Calvert explains. “This tightens the skin* and helps reduce the appearance of fine lines and wrinkles.”

    What sets Potenza apart from other RF microneedling treatments?

    Cynosure

    It starts with the depth of the needles themselves. “Many different topicals are used with RF microneedling today,” says Calvert. But with other microneedling devices, “less than 5 percent of these applied medications reaches the target depth under the skin barrier.”

    Potenza’s Fusion tip, in contrast, penetrates topicals 67 percent deeper into the dermis with its unique dual-air chamber, and also allows customization. “The four RF modes allow you to treat a larger variety of conditions, both superficial and deep,” explains the plastic surgeon. Potenza has more than 10 other treatment tips to choose from as well, which Calvert says allow him to tailor experiences to each patient’s particular concerns.

    Why is customized RF microneedling so next-level?

    While many treatments can be personalized to some extent, Potenza expands the range of options significantly. “No two patients are alike,” Calvert points out, adding that different areas of the skin also have unique sensitivities—for example, around the eyes compared with the lower jowls and neck. “The versatility that Potenza presents, by allowing me to control the speed and needle depth to customize for different faces, shapes, and body parts, is a huge benefit.”

    What skin concerns does Potenza address?

    How much time do you have? “The face isn’t the only concern,” says the plastic surgeon. “Whether a patient has a textural concern, loss of elasticity with age, or skin degradation due to environmental or free-radical damage, Potenza offers a multitude of solutions.” Examples of other areas the treatment can help with include the neck, the décolletage, above the knees and elbows, and the abdomen. “We often find that patients start with one to two treatment areas and then progress to others, given their satisfaction,” he says.

    And the versatile procedure has even more potential applications. “Potenza is an amazing stand-alone way to revitalize skin by tightening*, as well as targeting blemishes,” says Calvert.

    What is the experience like?

    potenza

    Cynosure

    Potenza treatments are much less painful than other RF microneedling tends to be, and certainly less so than surgery. However, everyone’s pain tolerance is different, so your doctor may apply a numbing cream to the treatment area first. “After a thorough consultation ensuring the patient’s goals are attainable and this treatment is the right fit, we numb the area for 30 minutes and then proceed,” says Calvert. Overall, he says, “treatments are quick and tolerable, and a full face can be completed in less than 45 minutes.”

    How long does it take to notice the benefits—and how long do they last?

    “Results can be seen as early as four to six weeks after one treatment, and will get more dramatic with multiple treatments and over time,” says Calvert. “As the skin’s cellular-turnover process occurs, the treated skin’s collagen and elastin fibers will continue synthesizing, inducing a more youthful, refreshed appearance.”

    Although the plastic surgeon says a series of treatments is typically recommended for full customization, even just one or two can be effective. “And patients will continue to see improvements up to a year post-treatment,” he adds.

    Are there any side effects?

    “Patients usually see mild redness and slight swelling post-treatment but overall minimal downtime, meaning you won’t have to spend time recuperating at home, given the epidermis is not [resurfaced],” says Calvert.

    Who is a candidate for Potenza treatments?

    potenza

    Cynosure

    According to Calvert, “basically anyone interested in seeing a revitalized appearance,” since they can be performed on all skin types and tones. They also don’t entail the risk of post-inflammatory pigmentation, a result of the overproduction of melanin that comes with many skin lasers. “Whether you’re looking to turn back the clock or start your aesthetic journey with a preventative treatment,” he says, “Potenza is a phenomenal solution.”

    Visit cynosure.com to learn more and for a chance to win a personalized Potenza RF Microneedling treatment.

    *Skin tightening through soft tissue coagulation.

    ElleElle Lettermark logo

    Lindy Segal is a beauty writer and editor. In addition to regularly contributing to BAZAAR.COM, she also writes for Glamour, People, WhoWhatWear, and Fashionista, among other publications. She lives in New York City with her Chihuahua mix, Barney.

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  • The Innovative Powder Restoring My Glow

    The Innovative Powder Restoring My Glow

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    Éminence Organic Skin Care Superfood Booster-Powder couldn’t have landed on my desk at a more perfect time. The new vitamin-rich formula is designed to help even out skin tone, reduce the appearance of dark spots, and promote healthier-looking skin overall—and as a new mom in the process of sleep-training my eight-month-old, I’ve been looking, well, tired. And that pregnancy glow I was blessed with last year? Officially gone. My skin has been in desperate need of a pick-me-up, and the Superfood Booster-Powder is proving to be up for the challenge.

    Mixing the ultrafine supercharging powder in with your favorite cream moisturizer is like blending up a nutritious smoothie for your face. It’s a simple, seamless way to kick your routine up a notch. Here’s why I’m hooked.

    Éminence Organic Skin Care Superfood Booster-Powder

    Éminence Organic Skin Care Superfood Booster-Powder

    The ingredients are major (and clean).

    Becoming a mom has definitely made me more aware of what I put on my skin. And because I’m breastfeeding, injectables and certain components like retinoids are completely off the table. I appreciate that Éminence uses certified-organic ingredients that are free of potentially harsh chemicals like parabens, sodium lauryl sulfates, mineral oils, and artificial colorants and fragrances—all without sacrificing efficacy.

    The standout ingredient that is in Superfood Booster-Powder is Kakadu plum, an antioxidant-rich fruit with high levels of vitamin C that helps minimize the appearance of dark spots. The powder also contains coix seed (a botanical source of niacinamide, a form of vitamin B3), which helps brighten; spirulina (blue-green algae that contains vitamin K) to help reinforce the skin barrier, and sweet potato (a source of beta-carotene) to help reduce visible signs of aging.

    It’s easy to use.

    Listen, at this point in the motherhood game I can barely keep track of what day it is, so anything even remotely complicated isn’t going to work. Mixing the powder with moisturizer may sound like a mini science project, but it’s a quick and easy step—trust me.

    After cleansing morning and night, I add one scoop (using the included dosing spoon) to a dollop of the Éminence Organic Skin Care Coconut Age Corrective Moisturizer, my current go-to because it contains a natural retinol-alternative complex. I just swirl the formulas together with a clean finger and then apply all over my face.

    The powder has helped make my complexion look bright and more awake, with minimal effort on my part. It’s the boost my skin needed—and deserved.

    Headshot of Janell M. Hickman-Kirby

    Janell M. Hickman-Kirby is a contributing writer for Cosmopolitan.com.

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  • What’s the Secret to a Long-Lasting Love Story?

    What’s the Secret to a Long-Lasting Love Story?

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    Some couples just seem to have it. They live together, work together, always look chic—and make it all seem so effortless.

    Four such pairs are style icon Olivia Palermo and model and designer Johannes Huebl, model Jenny Shimizu and entrepreneur Michelle Harper, fashion blogger Alexandra Pereira and influencer Ghassan Fallaha, and French influencers Théo Aïto Sanchez and Rémy-Sennah Dossou. Each of these power couples are crushing it as partners both in and outside the home–so what’s their secret?

    To celebrate the launch of Dolce&Gabbana’s K&Q, a new fragrance duo with Sicilian lemon and cedarwood at its heart, ELLE sat down with each couple to talk courtship and relationship advice.

    Click on the names below to discover their stories.

    Olivia Palermo and Johannes Huebl

    Influencers before it was even a thing, this pair is known as much for their sophisticated lifestyle and effortless style as for their professional drive. Now they’re both entrepreneurs; she recently launched her own eponymous beauty line, while he has a creative partnership with a major footwear brand.

    What kind of couple are you?

    Each of us has our own way of seeing the world, while still being on the same wavelength. When you live in such close proximity to another person, it’s normal to take inspiration from what they do, the way they make decisions or manage their life or work. Even when one of us is away, we always think about what the other one would do in any given situation. Some people call that learning, some call it inspiration, others call it empowering one another.

    dolce

    What is your strength as a couple?

    Trust, communication, never ever holding the other person back, and always being supportive. Being able to count on each other is what allows us to go out there and realize ourselves as individuals and to be the best version of ourselves.

    Jenny Shimizu and Michelle Harper

    They say opposites attract. Model Shimizu is known for starring in iconic androgynous ad campaigns in the 1990s as well as her own minimalist style. She’s married to fashion muse and entrepreneur Harper, who is recognized for her “more is more” aesthetic.

    preview for D&G K&Q Jenny Shimizu and Michelle Harper

    How did you two meet?

    Harper: We met at a party in New York, at a friends’ house. She showed up in her standard “baseball boy” look, while I…well, as usual, was more, more, and some more. At first glance I just didn’t get anything about her, so imagine my surprise when, at one point, Jenny started challenging everyone at the party to an arm wrestle! I never imagined that this woman who looked so different from me would be capable of doing something that I would have done myself.

    dolcegabbana

    Michelle Harper in Dolce&Gabbana

    How do two people who are so different stay together for so long?

    Shimizu: It’s funny, people ask us that all the time. Like it’s unthinkable that two people could choose one another when they seem so different. We definitely are in terms of what you see—our styles are objectively opposite. I just need a T-shirt, while Michelle…well, I’m happy with whatever she wears, as long as it pulls focus away from me! Our superpower, you know, is that our life is never boring.

    Alexandra Pereira and Ghassan Fallaha

    She’s a fashion blogger, he’s an entrepreneur and influencer. Together, Pereira and Fallaha have been partners in life and in love since 2017. And recently they became parents, a milestone that brought them closer together.

    preview for D&G K&Q Alexandra Pereira and Ghassan FallahaDefault

    It’s been six years since you first debuted your relationship in a video on social media…

    Yes, and there’s been a wedding, two different careers, a different city and, in the last five months, a baby boy. We’ve both achieved so much; we feel so grateful and lucky to have experienced it together. Today, we’re always traveling, telling our followers about it all, and we know we wouldn’t be able to do it without each other. We are a team!

    dolcegabbana

    What’s the secret behind your relationship success?

    Being parents is both the biggest challenge and the greatest gift we could share. We share the same dreams, the same vision of the future, for our business, for our family; also we agree on the way we want to live our best lives together. And we both, in our own individual ways (Alexandra is more impulsive and determined, Ghassan calmer and more thoughtful), bring something special to our relationship.

    Théo Aïto Sanchez and Rémy-Sennah Dossou

    Sanchez and Dossou are a pair of content creators who have made a career out of their matching style. The couple attend fashion shows and events and work on a variety of projects, including a cameo in a hit streaming show.

    preview for D&G K&Q Théo Aïto Sanchez and Rémy-Sennah Dossou

    Do you remember the first time you chose a look for one another?

    Sanchez: Oh, yes, it was just after our first date in Paris. We actually started working together right away. You asked me to be the artistic director for your first fashion show. I remember it made me feel so important that you chose me not only as your partner in life, but in work too.

    Dossou: Yes, and at the same time, I made you my personal stylist.

    Sanchez: That’s right, you immediately took me out of my comfort zone.

    Dossou: True, even today I’m the one who adds that spicy twist to our looks.

    dolcegabbana

    What’s the significance of always choosing matching outfits?

    Dossou: Matching is what makes me feel good. It makes me feel powerful.

    Sanchez: Same. When we’re walking down the street, holding hands, in our matchy looks, I feel safe, I feel like nothing can stop me.

    K&Q by Dolce&Gabbana

    Introducing another power couple: K&Q by Dolce&Gabbana. The complementary scents both open with zesty Sicilian lemon and have a base of seductive cedarwood, but feature contrasting notes at heart. In Q, middle notes of cherries and heliotrope add sweetness, while in K, juniper essence and fig milk bring a sharp yet creamy aroma. The wearer of each is the ruler of their life, but as a couple, they are invincible.

    Q Eau de Parfum

    Dolce&Gabbana Q Eau de Parfum

    K Eau de Parfum and K Eau de Toilette

    Dolce&Gabbana K Eau de Parfum and K Eau de Toilette

    Discover K&Q by Dolce&Gabbana

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  • This Anthropologie Bubble Skirt Has Main-Character Energy

    This Anthropologie Bubble Skirt Has Main-Character Energy

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    Peek into my closet and you’ll find a sea of black skirts that serve as centerpieces of my outfits. Before you write it off as boring or uninspired, let me explain: These selects are far from basic and simple. Usually featuring ruffles, pleats, or details like asymmetrical hems, they’re distinctive and attention-grabbing. Often they become my go-tos during Fashion Week, mainly because they’ll catch the eye of street-style photographers outside shows. So when I came across this Anthropologie bubble-hem skirt, I instantly knew it was everything I was looking for in a showstopper.

    Courtesy of Anthropologie

    If you haven’t checked out Anthropologie lately, you’ll be pleasantly surprised with the selection. There are a ton of chic and playful skirts and dresses, all made for warm-weather dressing. (Tip: If you’re on the hunt for looks that also pull double duty for wedding season, they’ll have you covered.) This bubble-hem number will be my go-to for the rest of the year, especially when I want to channel main-character vibes. This is why it’s a winner:

    The Poofy Silhouette Is New Again

    It seems like everyone is talking about how indie sleaze has made a comeback and I, for one, welcome it, mainly because I loved the bubble-skirt trend that was popular during that era. This version hits on the aesthetic while updating the throwback vibes with a longer hem. It’s sophisticated and fresh, especially after years of sleek, minimalist skirts and dresses.

    The Material Feels Expensive Yet Durable

    Made with cotton poplin and lined in tulle, the skirt holds its shape—it’ll even stand up on its own if you place it on the floor. The double layer of fabric is something you’re likely to find in pieces that cost five times as much. And though it’s high-quality, it’s not precious: I’ve stuffed it into a suitcase for travel, only to have it come out immaculate.

    Hutch Bubble Skirt

    Bubble Skirt

    The Shape Can Be Dressed Down

    At first glance you’ll want to treat it like a ball gown, given its shape, and I definitely plan on doing so. But don’t be afraid to dress it down for daytime. Since it’s still a bit chilly out, I’ll throw a cashmere sweater on top and pair it with chunky flatforms for a brunch outfit that’s as comfortable as jeans and a sweater. Once it gets warmer, I’ll likely wear it with flat sandals and a black cropped tank for Italian Riviera vibes with a dash of goth flare.

    It Can Also Be Black-Tie-Appropriate

    Of course, it’s also dramatic enough to be ideal for fancy affairs. For a recent formal gala I wore the skirt with a sequin bandeau and stiletto sandals. Needless to say, it stood out among a sea of silky dresses.

    Headshot of Diana Tsui

    Writer

    Diana Tsui is a stylist and writer living in New York City. She also writes for The New York Times, W, Elle, and more. Previously she was the senior market editor at New York Magazine’s The Cut. 

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  • All the Ways an ELLE Editor Styles Her Lee Rider Jacket

    All the Ways an ELLE Editor Styles Her Lee Rider Jacket

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    They are universally flattering; they do double, triple, or quad duty to go with every look; and they more often than not have an awesome origin story. The Lee Rider Jacket, an American classic, is one such treasure. Rooted in authentic cowboy culture—seriously, you had to prove your cowboy status before you could buy one when they first came out (how cool is that?!)—the blue jean is eternally chic and endlessly wearable.

    But just because it’s been around for over 70 years doesn’t mean it lacks innovation. The Rider is now available in a variety of silhouettes, including an of-the-moment longer cut, so you can have the best of all worlds.

    For some inspiration on how to style yours, Jade Vallario, ELLE’s accessories editor is here. In this video, she highlights four unique ways to wear the Rider, from her beloved denim-on-denim—paired with a white tee and casual-cool sneakers—to repurposing the oversize version into a dress with some fly metallic boots. And there’s a reverse-it-and-toss-a-belt-on moment you won’t want to miss that’s so good, it even takes Jade by surprise. “Okay, I’m kind of shocked by how good this looks!” she swoons.

    Check out the video for all her tips and tricks, and head over to lee.com to shop the collection of Rider Jackets available now. You may feel like a cowboy, in the most upscale sense of the word.

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  • What to Know About the 4 Phases of Hair Growth

    What to Know About the 4 Phases of Hair Growth

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    Fifty percent of women are expected to experience some form of hair loss or thinning by the time they reach 50 years old. While genetics is a major player, other factors can disrupt or support hair’s natural growth cycle, affecting how it both looks and feels. Understanding how your hair functions optimally can help you better understand what’s actually going on when you lose a few too many strands—and then develop a routine that gets to the root of the problem instead of just masking it.

    Here, Dr. Mamina Turegano, a board-certified dermatologist based in Louisiana, helps break down each phase of the hair-growth cycle and shares her proactive approach to achieving stellar strands.

    The four phases of hair growth

    1. The antigen (growing) phase

    “The antigen phase is when the follicle is in the process of producing hair, and the stage in which most of your hairs currently exist,” says Dr. Turegano. About 90 percent is in this growth phase right now. How long your hair stays in this initial phase is especially telling of how long you can—or cannot—grow it. People who are able to grow very long hair (to the bottom of the back and beyond) “genetically have an extremely long antigen phase,” she notes. “For most it lasts about three to five years, but for those with hair that is able to grow long, this phase can go on for up to seven years.”

    Courtesy of Michiru

    2. The catagen (regression) phase

    After a new strand has sprouted and fully formed, the follicle moves on to the catagen phase, a short period in the hair-growth cycle that typically lasts about a week to 10 days. “It’s during this phase that the follicle starts to shrink at the base and separate from the bottom,” Dr. Turegano explains. “It’s not ready to shed just yet but is getting prepared for the next phase.”

    3. The telogen (resting) phase

    This is an inactive stage that lasts about three to five months per strand, during which the hair is no longer growing. As a result, “the strands are nearly completely detached and ready to fall out,” says Dr. Turegano. She notes that at any given time you’ll usually have some strands in this phase that are ready to depart and other hairs newly growing in the antigen phase.

    4. The exogen (shedding) phase

    This final stage of the cycle is when strands start to crowd your hairbrush or fall onto your favorite sweater. It’s totally normal to lose between 50 and 100 a day.

    What affects the hair growth cycle

    Dr. Turegano says she often sees clients with hair thinning and loss issues. “Telogen effluvium is the most common form of hair loss—where there’s been a shock to your body, whether from an illness or a major stressful event, such as delivering a baby, having surgery, or experiencing a death in the family,” she says. “Your body sends a signal to your hair follicles, which then convert a lot of hairs from the antigen growing phase to the telogen resting phase.” The result: a growth phase that’s prematurely cut short for much of your hair.

    But keep in mind that given the length of the telogen phase, you may not notice excessive shedding or thinning until three to five months later. “When patients come in with sudden hair shedding, I do a full history and ask, ‘Okay, what happened three to five months ago?’” she says. “We can usually date it back to a specific event.” And this disruption of the delicate balance can have a domino effect. “It can take many months to recalibrate and get back to your normal growing phase—and that will also depend on whether or not you’re still being exposed to that stressor,” Dr. Turegano says.

    The commitment to having healthy hair is like a marathon.

    Another factor that can lead to thinning hair is a nutritional deficiency; the two most common involve iron and vitamin D, says Dr. Turegano. Simply replenishing your intake of these nutrients with a supplement can make a huge difference in the health of your hair, she adds; however, it’s best to consult with your doctor first for a personalized strategy. To expertly diagnose deficiencies, she does a full blood panel, “just to rule out any low-hanging fruit we can address by recommending supplements.”

    In addition, “there are underlying conditions that can exacerbate hair shedding,” she says. “These can include thyroid disease as well as hormonal issues, such as when you have an extreme drop in estrogen—whether it’s from menopause or being postpartum—because estrogen can also help with hair-follicle stimulation.” In other words, when the hormone disappears so acutely, so can your hair.

    The state of your scalp matters too. “A condition I often see on the scalp is seborrheic dermatitis, the most common cause of dandruff, which also causes inflammation,” she adds. “People get itchy, flaky scalps that can aggravate hair loss.”

    michiru

    Courtesy of Michiru

    How to create a growth-optimizing hair-care routine

    Okay, so let’s assume you have your stress levels under control as well as your hormones, you’re eating a balanced diet while supplementing with a multivitamin, and a sunny, vitamin D-drenched vacation is around the corner. You could still be sabotaging your strands. That’s because how you treat your hair on a consistent basis—harsh chemical processes like highlights and coloring, heat styling, and more—can turn smooth and shiny strands dull and damaged well before their time.

    Scalp health is essential to hair health.

    Dr. Turegano helps her clients carefully curate a hair-care routine specifically aimed at strengthening strands and supporting the scalp. She stresses the importance of treating your hair as gently as you do your skin—minimizing chemical treatments and frequency, carefully combing tangles, avoiding super-tight topknots and ponytails, and wrapping delicate damp strands in soft microfiber towels instead of regular ones, as well as choosing the right shampoo, conditioner, and other products to promote a healthy scalp. “It’s essential when it comes to hair health,” she says. To clients with thinning concerns she specifically recommends Michiru Fullness Shampoo and Fullness Conditioner, plus the brand’s Scalp Tonic. Michiru infuses traditional Japanese extracts, like senburi extract and silk protein, into scientifically advanced formulations that nourish the scalp and help you achieve beautifully growing hair

    Fullness Shampoo

    Fullness Conditioner

    Michiru Fullness Conditioner

    Scalp Tonic

    “Senburi extract, an herb native to Japan, has been shown to promote hair growth by helping improve blood circulation in the scalp,” Dr. Turegano explains. “Silk protein can increase moisture retention within the hair shaft, as well as improve elasticity and shine.” And the Scalp Tonic, which is applied directly on a clean scalp while hair is still damp, contains the antioxidant niacinamide, which “helps build, nourish, and repair the skin barrier,” she adds. “We’re learning more and more about the importance of the microbiome on our skin—we have billions if not trillions of bacteria living in this cohesive ecosystem on our skin and our scalp. If our skin barrier is healthy, everything in the skin, including our hair follicles, can be healthier too.”

    But remember, the strands you see in the mirror each day are all at differing points in the growth cycle, so results will not occur overnight. “The commitment to having healthy hair is like a marathon,” Dr. Turegano says. Just as with skin care, committing to a scientifically proven routine is the real secret to transforming the health of both your scalp and your hair for the long run.

    Headshot of Nicole Catanese

    Nicole Catanese is a beauty and wellness editor.

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  • How to Develop B2B Partnerships That Grow Your Business | Entrepreneur

    How to Develop B2B Partnerships That Grow Your Business | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    I understand what it takes to build a successful B2B partnership. My company’s rollout to B2B was a planned business development step accelerated by Russian military aggression in Ukraine, where our largest research and development center is located — and where Parimatch, my company was born in 1994.

    To step into B2B, we analyzed the market and competitors, highlighted the strengths of our products, identified the pains of potential partners, rebuilt the company, decentralized the marketing department and identified a B2B department.

    Here are some notes that guided us in our successful B2B rollout.

    What are the key features of B2B partnerships?

    • A limited contact pool: In B2B, the number of possible partners is often limited, and the more complex your niche, the fewer potential partnerships you will find. For this reason, you will need to learn how to work especially well with those who are already interacting with you or who are present on the market.

    • Endurance: Companies seek stable partners for the long term, especially in specific industries, so searches are approached thoroughly. If you provide a quality product, your partner will not be interested in third-party offers, and you will likely develop side-by-side for years.

    • A potential partner could be the expert in your industry: In B2B, cooperation is not based on personal preferences or rash decisions. You will need to prove the value of your product or service step by step. For example, my company has partners who know their markets and industry trends well but still need a high-quality online platform to operate — or vice versa. Your potential partner could have ready-made operations and technologies but without a bright, well-developed brand.

    • The decision-making process takes longer: It can be months before you start cooperating, and during that time you need to remind a partner about your product and the value a partnership will bring.

    • The need for delegation of authorities and duties: You will need internal experts who know the industry, your product, the business models of potential partners and the challenges you may face in the future.

    • Strategy: Any B2B partnership should have a plan to track the results of the collaboration.

    Related: Business Development: 4 Ways to Avoid the Formula Trap

    How to find B2B partnerships

    Search channels for partners are highly dependent on the industry. These include LinkedIn pages, thematic forums and business platforms, etc. It could also be the result of implementing digital and content marketing tools. To this list, you can add conferences, symposiums and events organized by industry media. In any case, the primary purpose of these activities is to find decision-makers.

    In B2C, customers are often driven by emotions and make decisions on impulse because it is no big deal to spend money when it is not critical. In B2B, however, the price can amount to millions, and further business development depends on partnerships, so decisions are made cautiously. The number of decision-makers is also increasing, so be prepared to showcase your product strengths from different angles, depending on the expertise of whomever you are addressing.

    The virtue of research

    Before starting communication activities, create a portrait of a partner that best suits the business objectives. The next step is to study the sample of potential customers and filter it based on the necessary criteria. The goal is to arrive at a list of the top 10 or 50, depending on the niche of the business and the number of potential partners. Working with a small segmented list will bring more value than a broad unfiltered audience.

    This approach also fits super-complex niches: we analyze all potential customers and evaluate compliance with the portrait of our ideal partner. Based on the results, we compile a top Х with a brief description of the main aspects of interest.

    The next step is to add each possible partner to the database, collect data about the company and its turnover and look for all available information. This will remove unpromising options, leaving only the target audience. Another advantage of this approach is that you’ll learn many details about potential partners in the process, which will help identify decision-makers, set up contacts and develop a cooperation strategy.

    Related: Market Research: What It Is and How to Conduct It

    The importance of in-person meetings

    We live in an online world. Hundreds of employees at my company work productively from different parts of the world, meeting only on online calls. But to build long-term B2B relationships, it’s essential to meet partners in person, especially in a semi-formal setting because one personal meeting works better than five perfect commercial proposals, which the manager will send your partners by mail.

    Know your partner’s end customers

    It’s a big mistake if a B2B company doesn’t know its partners’ end customers — those who directly use the product or service resulting from your cooperation. And if your offer has any issues or is underdeveloped, you will find out about it from them.

    Our expertise in product development is based on almost 30 years of experience in the entertainment industry. We know the end customers of our services because the teams interview them regularly: We know what they like, what interests them and what they appreciate about our products. To increase demand, we develop new product features, for which we are simultaneously developing the platform’s functionality.

    Knowledge of end customers and experience interacting with them will give you an additional competitive advantage.

    Related: 5 Ways PR Wins at Generating B2B Sales

    Why you need a B2B department

    A dedicated B2B department’s primary functions are communicating with partners, presenting product and development strategies and building cooperation with internal departments, and it deals with operations ranging from strategy to lead generation. The main activity of this team is communication… lots of communication.

    To close one particular deal, a B2B manager must work with representatives from different departments and several decision-makers. Sometimes, companies hire third-party B2B teams because their marketing department doesn’t have enough time, resources or experience to build B2B interactions with partners competently. These teams create the strategy, prepare a detailed roadmap and are sometimes involved in its implementation.

    Related: Here’s What Really Builds Customer Loyalty in the B2B Industry

    What a B2B manager will need to do

    Among the many critical tasks of this managerial role is diving into the specifics of several products and projects at the same time, including:

    • Looking for those business functions that potential partners cannot maintain themselves.
    • Understanding the specifics of the industry and the desires of end customers.
    • Building communication with partners and between company departments.
    • Creating a transparent offer (including a partnership strategy) and presenting it to decision-makers.

    What can you consider a ready-to-go strategy?

    The ready-to-go strategy is a step-by-step guide to action for the long-term partnership. Your strategy could consider delegating some points to your partner, to be implemented together or by your company only.

    • Gathered studies: Carried out for partnership strategy, which may include market analysis, partner business performance indicators and your offer.
    • A complete presentation: This can be a 200-slide “mother presentation” from which the B2B department managers will choose the main slides relevant to each decision-maker. (You will likely use the entire presentation for internal use only.)
    • A project roadmap: A detailed development plan describing all crucial milestones.
    • Price: This should also be included in your project roadmap — the partner must understand exactly what steps are involved and how much it will cost.

    The strategy shouldn’t be just a regular document — it should consist of streamlined processes, budget assessments, presentations and accompanying documents.

    Final words

    If you step into B2B, there is still a possibility that you will spend millions on building your brand and won’t get the results you expected. An issue here could be the difference between B2B and B2C: businesses don’t close deals based on subjective preferences or emotions, as it could be in B2C.

    B2B customers should be offered something they cannot produce on their own. It is crucial to initially find out the client’s actual goals and ensure maximum transparency of your offer.

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    Maksym Liashko

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  • Rosie Huntington-Whiteley’s Low-Key-Genius Tips for a Foolproof Eye Look

    Rosie Huntington-Whiteley’s Low-Key-Genius Tips for a Foolproof Eye Look

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    Supermodel, style icon, mom, founder of clean, sustainable beauty brand Rose Inc—Rosie Huntington-Whiteley is about as busy as one can be. And while she could no doubt create a dramatic, runway-worthy makeup look in minutes, it makes sense that her regular aesthetic is more laid-back (but just as gorgeous).

    “I would describe my everyday eye-makeup look as effortless and effective,” says Huntington-Whiteley. “To achieve it, I use Rose Inc Satin & Shimmer Duet Eyeshadow, a pair of pigment-rich eyeshadows—one cream, one pressed—that visibly smooth the skin while delivering multidimensional looks.”

    And what’s an eye-makeup look without mascara? “Then I use the Rose Inc Ultra-Black Lash Lift Serum Mascara.” Like all products in the line, the innovative formula features proprietary, bioengineered botanical ingredients like a plant-based version of squalane. Huntington-Whiteley describes it as “a rich, glossy mascara that lengthens, lifts, and fortifies lashes.”

    If you’re wondering if you have to actually be Huntington-Whiteley for your makeup to look as good as hers, the answer is—thankfully—no, because she’s spilling all her best tricks.

    Use the right tools.

    Huntington-Whiteley stresses that her biggest eye-makeup trick is using the correct tools for the job. “I always have a few small brushes on hand that allow me to be precise along the lash line and get into the crease of my eye with ease.” She starts with the Rose Inc Number 7 Fan Eyeshadow Brush. “It has a small, flexible shape that forms to the upper eyelid,” Huntington-Whiteley explains, adding that the unique shape helps effectively “sweep shimmer shadow over the lids” for the finishing touch. The Number 8 Dual-Ended Eyeshadow Brush is another go-to, thanks to its densely packed bristles that work with all shadow textures.

    For lashes, there’s her not-so-secret weapon: “Of course, an eyelash curler makes all the difference when doing any makeup look.” If you’ve had issues with eyelash curlers in the past, fear not, because Huntington-Whiteley says the Rose Inc Eyelash Curler allows for added control: “Its thoughtfully designed curve adapts to every eye shape, targeting even hard-to-reach lashes with one squeeze.”

    Focus on the two Ls—lighting and layers.

    Like the supermodel she is, Huntington-Whiteley knows how to find her light. “Good lighting is the key to an effective eye-makeup application,” she says. (Natural lighting is always, always, always best!) She also notes that doing your makeup in layers makes a difference to the final look. “Stepping back between layers is crucial so you don’t lose perspective on what you’re doing—it’s easier to add more than to remove product!” she says.

    Pay special attention to the lashes.

    Swipe on a little mascara and call it a day? Not for Huntington-Whiteley. Post-curling, she has a special method of applying the Ultra-Black Lash Lift Serum Mascara: “Starting with the shorter side of the brush, I like to load up the root of my lashes before flipping the wand over to the longer, curved side to lengthen and pop the lashes up,” she says. And then there’s that all-important mascara wand itself: “I love how the curved dual bristle delivers a clean, defined finish and a natural curl that lasts.”

    Shop her eye-makeup must-haves.

    Rose Inc Satin & Shimmer Duet Eyeshadow

    Ultra-Black Lash Lift Serum Mascara

    Rose Inc Ultra-Black Lash Lift Serum Mascara

    Number 7 Fan Eyeshadow Brush

    Rose Inc Number 7 Fan Eyeshadow Brush

    Number 8 Dual-Ended Eyeshadow Brush

    Rose Inc Number 8 Dual-Ended Eyeshadow Brush

    Eyelash Curler

    ElleElle Lettermark logo

    Lindy Segal is a beauty writer and editor. In addition to regularly contributing to BAZAAR.COM, she also writes for Glamour, People, WhoWhatWear, and Fashionista, among other publications. She lives in New York City with her Chihuahua mix, Barney.

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