20 top business tips from richard and hellen ward

Clients will always tell you whether a team member is 'right' or a brand 'fits' better than anyone else. I have two big ears and one little mouth when clients are giving me their feedback - it's invaluable. I've learned to ignore it at my peril. 

Instincts are rarely wrong. I always look back and wonder why I ever doubted my gut reaction. I've learned to trust it more. 

There's no such thing as an overnight sensation. We were going for 15 years before we became well known. It never fails to amaze me how people think that talking a good game will get them there. There's no shortcut for the hard work, the learning curve, the continual ups and downs. Nor would I want there to be. The journey should be the fun bit - it has been for us. 

Like most people we've had some difficult times and had some bad situations. Normally though, the right thing happens for the right reason. I've learned that I may just have to wait a while.  

Diversify with caution. I have to make sure whatever we do fits in to my work/life balance. Our brand isn't suitable for franchising so we didn't go down that route. Unless you're planning a quick sell, what's the point in plotting world domination? It's hard enough to keep the standards spot on in one business.

We're known for a certain type of work and that's just fine by us. It's what we do, and what we feel comfortable with. If clients are voting with their feet about something that you are doing right, I've learned to listen to them and start shouting about it.

I like to think I'm a good communicator, but you can never assume people will pick up your direction or feeling by osmosis. The team need to be involved in what's happening and I've learnt that it's not possible to give them too much information. 

People respond better to a structured environment. They need consistency. They need to know what is expected of them and when. They need job descriptions, rotas, career paths and decision making. I've learnt to instigate structure from the outset.

I've learnt not to be afraid to ask stupid questions. They're not stupid if they need asking! People tend to over-complicate business with jargon speak. I'm never afraid to say "What are you talking about?" The fool is the person who sits and nods, pretending to understand. 

Hence, many in our profession feel like there is some whole other high finance, commercial alien world that they'll never hope to get to grips with and become frightened of the salon finances or their lack of business acumen, but business is really very simple. You make, sell or do something that somebody else wants and make sure that you make some profit along the way. 

Whether I wake up feeling the same, or asking myself the same questions, or something feels foggy and unclear, I've learned to know that my instinct is right. 

Don't focus on your weaknesses. I've learnt to encourage all of the artistic team to specialise in certain areas and feel comfortable about doing what they do well. Between us all we can cover all bases, so that's all that matters.

When I was young and inexperienced, I'd be intimidated by the whole crew in shoots. Now, nothing can stop me from jumping in front of the camera and making tweaks and changes if I'm not happy. When the picture appears in the magazine it will reflect my brand. One of my young team members did a consumer shoot recently because I couldn't get there at the last minute and she didn't step in - I wasn't happy with the result. It was a lesson I've learnt myself, so I didn't think twice about telling her. 

Don't try and be something you're not... if you're busy trying to be somebody else, who's busy trying to be you? We're an unashamedly commercial brand, but that doesn't make us "less than" creatively. I've given up worrying if some of my peers put me in a box or even underestimate me, because it's how the customer perceives us that really matters. It takes years of confidence to feel like that, but it's very liberating!

Some team members go on courses and do nothing over and above with what they learn, while others make it their mission to ensure they use what they have learnt to help further their career. There is something to learn from everyone - I love being in a classroom environment and soak it up like a sponge but it doesn't happen much these days, sadly. 

Being humble makes people like you. There's no need to be the 'big I am'. Honesty coupled with a bit of humility is a winning ingredient, with clients, colleagues, staff and industry peers alike. 

Hellen and I would never have started our business if we'd thought through all the ramifications in minutiae. Creatively, I don't like to over-think things. Sometimes, go where the mood takes you. 

There isn't enough time to do everything, but I have learnt to ask myself the magic question: "How will I feel if I don't do it?"  That normally gives me the answer I need.

Icons like Bowie say nothing is totally original - we all regurgitate ideas subconsciously. I've learnt to look at every aspect of design in order to get inspiration. Buildings, fabrics, architecture, and interiors - we can take a lead on a look from anything. Fashion and hair trends are cyclical, so learning to read the cycle timings is vital and something I've learned that I now use all the time. 

I'm never embarrassed by the length of our training or that anyone, whoever it is, has to do a trade test in order to work here. I won't compromise my standards for anyone. I've learnt that in doing so, we've helped to establish a work ethic and an ethos that helps the brand to be successful. 

For such a long time we were giving a good customer experience but not actually pin-pointing, articulating, training and educating what made it so. Now we're not afraid to shout it from the rafters so the team r eally understands how vital it is. Great creativity is one thing, but it's all down to the customer experience.