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Wow Your Way to the Top
Dean Akers
CEO of Tampa-based Ideal Image Laser Hair Removal
Dean Akers, Marilena Joyce
After nearly two decades of leading Florida companies – and teaching nearly 200 CEOs how to lead more effectively – Dean Akers, CEO of Tampa-based Ideal Image Laser Hair Removal, has found that a personalized and disciplined approach equals success.
“When I’m coaching CEOs, I usually give them a mirror to look into, ask them a few questions and then listen as they solve their own problems,” said Akers. “When you empower people, you take away excuses and allow them to take responsibility for their actions.”
Akers has led Ideal Image’s double-digit annual growth since joining in October 2004. Today, the company has 62 locations in 18 states throughout the U.S. and Australia and employs 30 at its corporate headquarters in Tampa.
“Leaders can sometimes dampen their employees’ enthusiasm by micro-managing,” said Akers. “Half of our team telecommutes. They don’t need me looking over their shoulders.”
Akers believes flexibility will help him keep the best talent. And, he says, keeping his associates happy will contribute to the company’s growth. He insists that employees use their vacation time and encourages a good work-life balance.
“I buy leadership books by the case to share with our associates,” said Akers. “While it is not a requirement that they read the books, most do because they realize the value in learning.” Akers also encourages his employees to create their own checklist of principles to live and work by, based on concepts outlined in Zig Ziglar’s Top Performance.
According to Akers, it is important to “wow” the people in your life on a regular basis in order to inspire happiness and loyalty. In fact, Akers recently published a book titled 52 Wows, which is written primarily as a tool to help men with personal relationships, although the principles can be applied to business and family relationships as well. The book is dedicated to Akers’ ex-wife and mother of his five boys, Debbie, who taught him the importance of making the small things really count.
“When you do something nice for someone with no agenda, it’s like paying it forward,” he said. “I write, stamp and mail 50 to 70 handwritten notes each week. I track anniversaries, and often clip articles that I think will be of interest to friends and business associates.”
Akers shared an anecdote from a professional speaking event for 800 business leaders he hosted in the 1990s. “An audience member asked if there was only one thing I could do to ensure business success, what it would be. I told him it was simple: handwritten notes. When the audience member expressed doubt, I polled the audience: ‘How many of you sort your mail so that the hand-addressed and stamped pieces are read first?’ All of the hands went up. It just proved my point.”
Akers serves on The University of Tampa’s Business Advisory Board, providing counsel to the business school and its students. “Each year, a UT business class conducts an analysis of our business, and we always glean ideas from the process,” said Akers. “It really helps me understand the work ethic and ideals of young professionals. Having met dozens of these students, I’m confident that the world will be in good hands with the next generation.”
—Afton Burns
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