Episode 24: Reinvention: A Deep Dive | Case Study from “The Chief Reinvention Officer Handbook” by Dr. Nadya Zhexembayeva in From the outside in Podcast by Debbie Penzone
For 50 years, the innovative forces behind Charles Penzone Salons & Spas have been finding new ways to bring community and self-care into the beauty & cosmetics space. Now, you’re invited to join us as we redefine beauty and reconsider the salon experience. With Debbie Penzone (CEO, PENZONE) as your guide, you will learn to love beauty From The Outside In, discover an entirely holistic approach to business, and hear diverse stories about wellness from entrepreneurs, salon artists, and the communities that we love to serve.
Reinvention Is a Muscle - And This Case Study Proves It
In this episode of From the Outside In, Dr. Nadya Zhexembayeva shares a powerful case study from her workbook The Chief Reinvention Officer Handbook: How to Thrive in Chaos, highlighting the bold transformation of Penzone Salons + Spas. This story isn't just about beauty—it's about bravery, identity, community, and what it takes to thrive after 50 years in business.
This episode was recorded live at the Penzone Innovation Office and offers a front-row seat to what true reinvention looks like - from letting go of legacy branding to turning salons into community-driven wellness hubs.
What You’ll Learn
You’ll learn how to turn a legacy brand into a category-defining disruptor—without losing your soul in the process. Dr. Nadya shares the real story of Penzone: how a classic Ohio salon chain dropped the founder’s name, reimagined its physical spaces, and transformed into a community wellness destination with yoga, Ayurveda oils, and cold brew under the same roof.
Who This Is For
- Brand builders facing identity shifts
- Business owners navigating legacy vs. innovation
- Team leaders facing resistance to change
- Anyone in the beauty, wellness, or hospitality industries looking for fresh models
3 Key Takeaways from This Episode
1. Career Reinvention Is the New Literacy
Penzone didn't discard its past. It honored it by evolving what mattered most.
2. Space Shapes Behavior
By reimagining their physical spaces, they redefined how customers connect—with each other, with staff, and with the brand.
3. Communication Is Reinvention's Secret Weapon
Change is hard. But consistent, open, values-driven communication makes it not only possible but powerful.
Resources Mentioned
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