Source: Serious Business

Debra Neill Baker and Carol Augusto have a reputation.

The duo, who plan and implement Neill Corp’s annual Serious Business conference every January, are known for choosing speakers who become part of the zeitgeist (ahem, we’re looking at you, Brené Brown).

This year, Neill Baker and Augusto may have outdone themselves, because author and Serious Business speaker Will Guidara is already creating quite a buzz.

“I heard about Will’s book, Unreasonable Hospitality, right before our last Serious Business in January 2023,” says Augusto. “And then in February, Debra and I met up for a retreat and she was also reading it.”

Tuning into the Times

Augusto and Neill Baker often find themselves on the same page—literally and figuratively—when it comes to choosing the Serious Business theme and its speakers, and this year was no exception.

The 2024 theme, Vibe Shift, reflects the massive changes society has undergone over the last three years.

“A vibe is a feeling or shift in thinking that’s usually a result of something happening,” says Neill Baker. “There’s been a lot of shifting going on since the pandemic.”

Source: Serious Business

Augusto adds, “We pay attention to what goes on in the world, and we saw almost three years of people being disconnected. Now we’re trying to connect back together. Our speakers reflect that—they’re focused on people.”

Notable Keynotes

In a post-pandemic world, customer service has been at an all-time low. Whether you’re going into a restaurant, your favorite store, or even a professional’s office, no doubt you’ve felt it.

Will Guidara, former owner of the Michelin-starred restaurant, Eleven Madison Park, wrote a book on how to deliver an extraordinary experience your guests will never forget. At Serious Business, he’ll let attendees in on his secrets.

“Will’s book is about hospitality, but it’s also about active listening and taking action on it,” Augusto says.

Neill Baker adds, “Unreasonable Hospitality has come at the perfect moment.”

“We have to come to terms with how we’ve evolved and what delighting our clients looks like now.”

Ozan Varol, one of last year’s Serious Business speakers is also weighing in on Guidara’s book, saying, “It’s a radical reimagination of what it means to host, serve, and surprise others.”

Other notable keynotes will include:

Simone Stolzoff: a workplace expert who regularly works with leaders—from the Surgeon General of the United States to the Chief Talent Officer at Google—on how to make the workplace more human-centered, and how we continue to respond to the post-pandemic vibe shift.

Dr. Caroline Leaf: a communication pathologist and neuroscientist, and author of Switch on Your Brain and Cleaning Up Your Mental Mess.

“She has a fresh take and is very action oriented,” says Augusto of Dr. Leaf. “She has five steps to help people implement or execute habits.”

Raj Sisodia: a co-founder of Conscious Capitalism Inc. and best-selling author.

“The salon business is the perfect example of conscious capitalism,” says Neill Baker. “Yes, hairdressers generate revenue and energy, but they also make a positive impact.”

T-Ray the Violinist: A Serious Business favorite, T-Ray won’t just be playing the violin this year. He’ll close the event with a motivational message, incorporating his music.

Source: T-Ray The Violinist

Break Out and Deep Dive

On Sunday afternoon, Serious Business attendees will have the opportunity to attend two breakout sessions from a wide variety of industry experts covering everything from AI to hair loss to company culture.

“One of the things people have asked for at Serious Business is to take a deeper dive into the information presented,” says Augusto. “So on Monday this year, everyone can choose a half day workshop to attend from 9am-12pm.”

Deep dives will also cover an array of topics including succession planning, mental/emotional health, financial health and more.

Ready, Set, Evolve!

Serious Business exists to evoke deeper thinking and open salon professionals’ minds to new possibilities. Veterans of the event know they’ll go home with fresh perspectives from a unique lineup of speakers.

“Use your own intuition to guide you to which breakout speakers to see,” Neill Baker says. “Show up and be wide open.”

Augusto says, “Action starts with a thought, and our intention is that Serious Business shifts and opens your thinking.”

Register for Serious Business, January 21 and 22 in New Orleans here. The event will be live at the Roosevelt Hotel and Saenger Theatre with an online option as well. Attendees who purchase an event ticket will also have access to the online coverage afterwards.

Save $150 per ticket when you purchase before November 14.