Desperation Makes You Do Stupid Things with Richard Crawford-Small

In this unfiltered episode, business strategist Richard Crawford-Small takes us from his Royal Navy days (where Princess Anne once caught him in his underpants) to his most painful business mistake: a venture that led him to a Swiss café where the Russian mafia, dripping in gold, awaited him with suitcase full of cash. With over 20 years of experience shaping the aesthetic industry, Richard shares why most clinic owners struggle with charging what they're worth, how to push through the "barrier of apathy" in marketing, and why the aesthetic market is evolving beyond just injectables toward wellness and longevity. His outsider perspective reveals why UK clinics need to tell better stories about transformation instead of just transactions, and how proper implementation of AI could revolutionise the consultation process. With straightforward insights on everything from surviving business failures to understanding that "the patient is always right...except when they're not," this episode delivers valuable wisdom for clinic owners ready to elevate their businesses. If you're looking to get a tailored content strategy made for you and your clinic, check out Ignite and book a free strategy call.