Alright – so today we’ve got the honor of introducing you to Kati Howard. We think you’ll enjoy our conversation, we’ve shared it below.

Kati, thanks for joining us, excited to have you contributing your stories and insights. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

I finished graduate school in 2004, and started a wonderful job as a Nurse Practitioner in a large Women’s Health practice. I loved my job, and really was passionate about taking care of women. The doctor’s that I worked for, were wanting to open a medical spa within the building that we were located. A collaboration of OB/GYNs, family practice, plastic surgeons, and myself developed and opened Awaken Med Spa in April of 2008. The business barely made it financially for the first few years. And as many businesses encounter, we had difference of goals, and ideas within the partnership, and therefore, rearrangement and buyouts of shares of Awaken occurred. All the meanwhile, I kept pouring every ounce I had into trying to run the business, while still seeing patients at the women’s health practice. I went to trainings to learn how to be a cosmetic injector, and had one our retired plastic surgeon partners, graciously teach me. I learned everything I could on how to manage staff, and run a business. Of course, I made so many mistakes, but tried to learn from each of them. In 2013, I decided that I was doing a good job in aesthetics, and a good job at women’s health, but I didn’t feel I was doing great at either. I also had 2 young children and there were never enough hours in the day. I decided to make a big life change, and leave the security of my NP job at Women’s Healthcare, and embark on full time with Awaken. This was the scariest, financial time in my life, but through lots of prayer, and using the skills that God gave me, Awaken became more financially stable. We continued to buy out more partners, and in 2016 built a new space that was over double the size of our original location. Awaken started with 3 employees, and we are now have 18 employees, and are looking to add more. We are about to start building a new location, that will be unlike anything in the Panhandle. I definitely do not take any of it for granted and work harder now than I ever have, but in a more efficient manner. The amount of lessons I’ve learned along the way, are enough to write a book! Awaken continues to be an innovator in the aesthetic space, by reaching tier levels with vendors we use, that are the first and only in this area. Our ecommerce site just launched and our new building starts this month! To say we have come a long way in 17 years is an understatement, but I’m so thankful for the life changing risk I took by being a part of Awaken!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I graduated with my bachelor’s in Nursing in 1999 from West Texas A&M University, and worked in surgery with plastic surgeons for 2 years, before going back from my Master’s Degree as a Nurse Practitioner and finishing in 2004. I took at wonderful job at Women’s Healthcare Associates and became passionate about helping women feel their best. I have always had an interest in the beauty industry since I was young, but in the early 2000’s, aesthetics was new and the only people doing anything, were cosmetic surgeons. We opened Awaken in 2004 and were the first Med Spa in Amarillo. I then felt lead to learn all the minimal and noninvasive procedures I could.
I feel that putting my client’s best interest ahead of mine or my business, is what sets myself and Awaken apart from other providers and businesses. I am not afraid to say no, if it is not what I feel is best for the client. I also feel that by doing a comprehensive assessment and treatment plan for our clients is different than anywhere else. I do not want to just put Botox in a client, and not address the integrity of the skin, or have them on good skincare at home. We focus on a team approach at Awaken and utilize the skills and passions of all of our team.
What I am most proud of, is not quitting or letting negative outside voices stray me from my goals. It definitely has not been easy, but nothing that is worth it is. Keeping up with technology and changes in the aesthetic industry are endless. Trying to manage a growing staff with different personalities, goals, attitudes, and expectations is hard. But staying focused and prayerful every step of the way has kept us successful and growing. We continue to invest in education, certifications, and I invest in employees that will bring work ethic, team player mentality, and the hunger to grow and be the best at what they do. We are looking forward to many more years of Awaken Medical Aesthetics!

How do you keep your team’s morale high?

Managing people has been the hardest part of my job I feel. Everyone comes to the table with different personalities, expectations, and work ethics. I have made so many mistakes in this area, but thankfully have learned from each of them.
1. Set core values for your business and do not stray from them. You cannot cater to each employee and try to make them all happy. What makes one happy, does not make the other happy, and then they change their mind, and none of the decisions you made make anyone happy! Being firm and setting the expectation early on, keeps the team on track.
2. Do not give one person, or a manager, access to everything. I had a manager, that I trusted, and she ended up stealing a lot of money from me, over many years. Have checks and balances, and at the end of the day, as the owner, look into everything. Not to micromanage, but to hold people accountable
3. If there is an employee who is not following your core values, and the discussion has been had, get rid of them immediately. I have held on to employees for way longer than I should of, because I didn’t want “hurt their feelings” or I wanted more for them than they wanted for themselves. Toxic employees hold back the good employees. Cut your losses and move forward!
4. Find employees who see your vision for your business and want to grow with you!

If you could go back in time, do you think you would have chosen a different profession or specialty?

I would choose the same profession and specialty in aesthetics time and time again. I am passionate about the ever changing landscape that aesthetics offers. Helping people achieve their aesthetic and wellness goals in very gratifying. We have helped self esteems, by getting rid of acne. We have helped ladies with urinary incontinence by using the emsella technology to tighten the pelvic floor muscles. There is always so much to learn and ways to grow in medicine and in my case, aesthetics.

Contact Info:

• Website: https://awakenmedicalaesthetics.com
• Instagram: @injectionsbykati @awakenmedicalaesthetics
• Facebook: Awaken Medical Aesthetics