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In the video, the presenter discusses strategies for independent service-based business owners, such as massage therapists and hairstylists, emphasizing the importance of hospitality in building a successful practice. The speaker shares insights from their "Building a Practice in 30 Days" class, highlighting the need to simplify processes for clients. One key example provided is the management of gift certificates on their website, where they streamline the purchasing process for services and packages. The presenter underscores that enhancing client convenience can significantly contribute to a positive business experience.