How This Business Owner Has Created Lifetime(s) of Value

Hey Hustle Crew - this blog post is going to be a bit different than usual. I recently got the chance to sit down with Rob Alcorn, the owner of Norm’s Barbershop, which is a vintage barber shop located on Pleasanton’s Main Street. Norm’s offers fresh haircuts, fades, beard trims, and more, and provides all clients with both a fresh look and an authentic, old-money experience.

The interior of Norm’s Barber Shop, complete with generous lighting and comfy chairs. 

Rob was able to tell me a lot about his experience as the owner of Norm’s. Here are the highlights of our interview:

Can you share the story of how you became the owner of Norm’s Barber Shop?

Rob: “Well, Norm started the barber shop back in the day, and he was too old to keep going. It was a matter of, you know, having the torch be passed along. I gained a lot of clientele here, and made it my home, and then when the time came along, I stepped up and took the torch. To this day, Norm is one of my best friends, and I see him all the time. He just dropped by last Tuesday, in fact.”

What has been your most effective strategy to get new customers?

Rob: “I think the best way to get customers is to be consistent, be friendly, but consistency is the biggest thing. In the barbershop world, dependability is huge, and this helps expand through generations. Like, I give haircuts to one guy, and I also give haircuts to his two sons. A lot of it is word-of-mouth, and one thing I think a lot of barbers don’t realize is that each haircut is a billboard. People see a nice, quality haircut and go like, ‘Where’d you get your haircut? I gotta have one of those.’ I mean, no one is going to ask where a trash haircut is from. I just let the work speak for itself, and I think that’s the best way to bring people in.”

How do you adapt to change within the hair cutting industry?

Rob: “You gotta be able to do it all. If you’re known for just doing fades, or just styling longer hair, you can’t adapt to the trend. Like right now, the trend is longer hair and modern mullets, and you gotta be able to do all these styles in order to adjust to the constantly changing trends. A lot of barber shops these days try to specialize in a certain type of customer or certain haircut, and in the long run, not a good situation. Everyone has different types of hair too, a different style. Being able to adapt and pivot towards popular styles can only happen when you’re able to pivot.”

A picture of Rob working on the sideburns of a client. 

Can you share a particularly memorable success story or milestone in your entrepreneurial journey?

Client from across the shop: “It was cutting my hair today!”

Rob: “Honestly, what I really feel that success is, is that - there was one time we had five generations come in and take a picture with Norm and I. It was the great-grandpa, the grandpa, the father, the son, and the great-grandson. They all came here, and I gave them all haircuts, and they all loved them, all had a positive experience. What I really view as success is, it’s when you give a kid their first haircut with you, and then before you know it, you’re giving them their prom cut, and then you’re giving them their wedding haircut. There’s just something special about that, watching people grow up. It’s those certain customers that really make you feel successful.” 

What advice would you give to aspiring entrepreneurs, or anyone who is thinking about starting their own business? 

Rob: “Starting your own business isn’t easy, for sure. You know, for example, in anything - Tony Hawk didn’t just jump on a skateboard and become the greatest. Barry Bonds didn’t pick up a baseball bat and become the best hitter. You start from the bottom, and you gotta work your way up and hang in there. Consistency is key. As long as you have that motivation, and move forward, and you put in the work and spend that time, you’re gonna be successful no matter what you do.”

Bonus question: Does Barry Bonds belong in the Hall of Fame?

“Yes he does! Absolutely.” 

Rob’s advice is something that can be taken to heart, regardless of what industry you decide to target. Whether it’s the software industry, the health industry, or even the haircutting industry, quality often speaks for itself. Retaining customers for a lifetime as Rob has (and in some cases, multiple lifetimes!) is also a powerful tool, and a loyal customer base willing to spread the word is always a recipe for success. Lastly, it is more important than anything to be consistent with putting the work in and gaining the skills required to succeed within a field.

That’s all for this blog post, Hustle Crew - stay tuned for the next entry, featuring how to build the dream team of executives!

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About the Author

Brandon Yeh is an entrepreneur and student who currently resides in the Bay Area. In addition to working on his latest business ventures, he enjoys playing golf competitively and is an avid Bay Area sports fan.