Thinking about the customer experience is a huge part of building a successful business and brand. Sean and Thora Dowdell were able to take the customer experience to the next level and turn the tattoo and piercing model on its head. In 1995, Sean and Thora, along with their partner Chester Bennington started Club Tattoo. They now have six locations, two books, a consulting business called Business Game Changers, and are working on opening several bars in Las Vegas. Sean is the author of Tattooed Millionaire: Building the Club Tattoo Empire and Brand Renegades: The Fearless Path from Startup to Global Brand.    They decided to do things differently and create a new customer-focused experience at their elite tattoo and piercing studios. Every part of the customer experience has been planned out, from who greets the customers at the door to the art and music in the studio. They prioritized cleanliness and created their patented Interactive Tattoo™, touch screens that empower visitors to design their tattoos. They have multiple screens, so there is no waiting and no pressure to hurry up. The screens are also cleaned between each interaction, unlike the old-school tattoo portfolio binders.    We dive into building a unique brand and how any business can be made new and improved with innovation. We talk about how culture has changed when it comes to tattoos and piercings. Sean also shares interesting facts like their customer demographics, which aren’t who you would suspect. The best thing about this interview is Sean’s passion for branding and creating an unequaled customer experience. We talk about differentiating your brand, letting the customer choose what you will sell, being hyper-focused on what the customers are asking for, and thinking outside the box no matter what business you are in.    And be sure to subscribe to The Self-Employed Life in Apple podcasts or follow us on Spotify or wherever you listen to podcasts so you don’t miss an episode.   Everything you need can all be found at jeffreyshaw.com    Sean and Thora Dowdell thank you so much for being here!   Remember, you might be in business FOR yourself but you are not in business BY yourself.  Be your best self. Be proud and keep changing the world.   Join 18,000 subscribers looking to do "business with a soul" and sign up to receive The Self-Employed Nutshell Newsletter! Sign up here!   Guest Contact –   Club Tattoo Brand Renegades: The Fearless Path from Startup to Global Brand Tattooed Millionaire: Building the Club Tattoo Empire Bicycle Yellow Club Tattoo Playing Cards Business Game Changers Brand Renegades Facebook Business Game Changers Instagram Tony Robbins Books Contact Jeffrey – Website Coaching support My book, LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible is now available! Watch my TEDx LincolnSquare video and please share!   Valuable complimentary resources to help you-   The Self-Employed Business Institute- You know you're really good at what you do. You're talented, you have a skill set. The problem is you're probably in a field where there is no business education. This is common amongst self-employed people! And, there's no business education out there for us! You also know that being self-employed is unique and you need better strategies, coaching, support, and accountability. The Self-Employed Business Institute, a five-month online education is exactly what you need. Check it out!   Take The Self-Employed Assessment! Ever feel like you're all over the place? Or frustrated it seems like you have everything you need for your business success but it's somehow not coming together? Take this short quiz to discover the biggest hidden gap that’s keeping you from having a thriving Self-Employed Ecosystem. You’ll find out what part of your business needs attention and you'll also get a few laser-focused insights to help you start closing that gap.   Have Your Website Brand Message Reviewed! Is