AI Is Already Referring Self-Pay Patients to PT Clinics

WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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Good morning.

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I reshuffled the deck.

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Now our pictures line up with our names

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below.

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Gentlemen, good morning.

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How's everybody doing today?

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Doing great.

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Dave,

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how are you guys doing with the snow?

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Great.

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Got, I don't know, Jimmy,

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you probably got a little bit more.

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We got about twenty four inches,

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got two feet of snow from Sunday into

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Monday.

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But it's been I don't know,

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yesterday was like thirty six degrees,

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which felt warm compared to the recent,

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you know,

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fifteen degrees the past couple of weeks.

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So it's already starting to melt.

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And so all I'm I'm just praying for

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this to melt.

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Let's get these baseball fields cleared

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out.

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You got to play some baseball this spring.

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That's the main focus.

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You're ready to go.

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Actually, no,

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I think the city and I think the

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coast got more snow than like where I

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am, which is like straight upstate.

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I won't call it upstate because I know

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that offends a lot of people.

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Where does upstate actually begin in New

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York?

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But I think you guys got some more

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snow.

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But when when when the mayor started

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hiring people to shovel,

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like did that make getting around the city

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easier?

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I think, yeah,

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because the last snowstorm was less.

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This was about a month or so ago.

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I don't know,

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the last like four to six weeks.

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And a lot of the curb cutouts were

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brutal.

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Like if you have, I don't know,

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balance issues,

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like it's impossible to even get us with

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a stroller.

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It's impossible to get a stroller through

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these curb cutouts.

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So there was more snow from Sunday into

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Monday of this week.

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Right.

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But yesterday on Wednesday and Tuesday-

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Sidewalks were better groomed than the

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previous snowstorm, which was less snow.

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So go figure.

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So it seems like it might have worked.

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I don't know.

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All right.

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Well,

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before we get before we get to into

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the show,

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make sure we pay some bills here.

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Dave, you asked for it.

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So now you get it.

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Yes.

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I thought there was another fake cereal

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called Charties.

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Like you're charting.

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And Wheaties, you're charting.

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Your notes are chart.

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Chartos.

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Chartos.

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Chartos.

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Yeah.

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Yeah.

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I like, I don't know.

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I like charties.

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We'll get to that.

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Uh, Tony, how are you, how are you,

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you're talking about using a podcast to

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create patients?

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Like we've talked about using a podcast

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before to build relationships with

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referral sources,

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with places to refer to other colleagues

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in your geographic area or your niche,

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but you're saying a podcast for patient

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funnel, like walk me through that.

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Yeah.

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So yesterday was a weird day.

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I was talking to Damon Whitfield.

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He is part of your group.

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You know, I've known Damon for years.

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We've never met in person,

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but we've talked, I don't know,

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fifty times.

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And he was saying bouncing ideas around.

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He's kind of breaking down his business

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model on where is most his main revenue

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comes from.

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And he's talking about the podcast.

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And I was like,

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he wanted to do some fitness stuff for

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busy dads.

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And

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I kind of felt like that card had

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been played in the past.

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It's not as appealing of a niche anymore.

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But then he mentioned that he was in

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your podcast cohort.

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And I was like, well, wait a minute.

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What if there's an opportunity here?

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So we went a couple of directions.

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I said,

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nobody really cares about general fitness,

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even golf performance and sport

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performance is kind of overdone.

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But I was like,

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What about all the people moving to TRT

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and GLP ones?

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I'm like,

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we've got all of these professionals that

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are losing forty pounds.

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And you would say instead of losing forty

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pounds of muscle and keeping twenty pounds

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of fat for a net loss of twenty

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on the scale, let's keep the muscle.

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Let's create a program specifically for

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people who hate exercise,

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who don't have time to work out.

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They're going to do the drugs,

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but they want to protect the muscle.

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And so we're talking about this as a

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program, as an idea.

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And I was like, well, wait a minute.

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If you're doing these podcasts anyway,

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why don't we make the podcast the twenty

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minute discovery call?

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Make the podcast the sales call so that

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you're interviewing that man.

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You're getting into all of these personal

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kind of deep insecurities that you're

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going to talk about anyway.

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Other people listening want to hear about

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it.

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And then at the end, it's, hey,

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you know,

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we've got this program because I talked to

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so many guys just like you who are

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frustrated,

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who are dealing with these things.

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You've done all the right stuff.

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It's not giving you the results.

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And here's the program.

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If you're interested,

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the podcast interview is the opportunity

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to build the relationship and the rapport.

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And worst case scenario is it goes

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nowhere,

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but you get a great piece of content.

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Right.

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Best case scenario.

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So so we talked about this.

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We ran through this idea.

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I want to hear you.

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You guys talk about it.

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And I swear that night.

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Jeremy Sutton messages me and he's like,

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Hey, I don't know if I told you,

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but, and I don't remember the percentage,

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a pretty large percentage of the people

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that I interviewed on my podcast became

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clients.

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And I was like, wait a minute.

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Did you talk to Damon?

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Like did some, some, what triggered this?

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Because there's no,

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I haven't talked to Jeremy Sutton in a

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month.

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And then he comes out with this,

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this private message on the same day.

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I was like, Holy crap.

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Anyway,

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both of them are moving in that direction.

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What are you guys thinking about something

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like this?

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Go ahead, Dave.

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You got an idea.

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Yeah.

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So I was just talking to Sturdy McKee

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last week.

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And so this might be another segment or

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another episode,

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but he actually just made using AI because

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he's not a coder.

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He's a business coach,

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an ex-private practice owner,

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physical therapist, just like us.

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Yeah.

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Yeah, a hundred percent.

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And so he created this,

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as a side note, he created a,

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it's like a mini CRM piece of software

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for tracking your relationships.

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So it's really about,

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so if you go to,

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if you guys want to Sixer,

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I think it's Sixer HQ,

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Sixer as in like the Seventy Sixers.

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So S-I-X-E-R HQ.com.

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I think that's the website.

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Yeah.

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So the headline on the website is

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yourrelationships.com.

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drove your growth how are you managing

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them there was another headline that they

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had last week and it was basically like

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you get relation you you have

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relationships and referrals

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And it's not the algorithm and it's not

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technology or whatever.

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So it's basically like tracking your

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relationships.

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The reason why I'm bringing this up is

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because I pitched, I said to Sturdy,

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I was like, well,

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I'm pretty good with the videos and the

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interviewing and all that.

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Instead of cold messaging and trying to

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cold contact new potential referral

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sources and physicians,

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which is kind of the topic of what

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Tony is talking about with using this for

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podcasts.

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So I had this idea and I said

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this already.

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I was like, but also like,

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is it delaying the main thing that I

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would need to be doing,

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which is actually like the direct asking

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of the physicians.

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Although it's like, I have no leverage.

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It's a cold outreach, right?

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So the podcast warms someone up.

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That's the whole point of it.

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Yes, it can work.

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Obviously Jeremy Sutton is doing it and

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has done it.

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So there's pros and cons to it.

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And it might work better with some folks

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and some referral sources and some

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physicians and

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and others maybe not,

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but it's certainly possible.

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I initially thought that it would be great

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for me to do with nearby physician

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referrals.

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However, if you break it down,

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it is a little bit more of a

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roundabout way of trying to get more new

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patients as opposed to the direct...

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offering whatever complimentary visits or

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asking like, hey,

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do you refer patients to physical therapy

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and all that?

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So I would love to hear Tony's or

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even Jimmy's rebuttal on that because

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there's pros and cons of it.

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But if we're looking to try to get

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more new patients and referrals,

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You could be going into the doctor's

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offices.

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You could be meeting the front desk folks.

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You could find out who's the person that's

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actually giving them the list of physical

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therapy places nearby.

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So it's a little bit more of a,

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it's a longer play.

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And sometimes that might be good.

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Sometimes that might be slower.

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Those are some of the things to think

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about.

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Real quick, Jimmy,

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the only thing that I would say, Dave,

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maybe a little different than what you're

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thinking is I,

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I'm saying you're interviewing the target

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that you want to be the client.

00:09:18.778 --> 00:09:20.740
We have talked on this show multiple times

00:09:20.759 --> 00:09:22.500
about interviewing the physician and kind

00:09:22.541 --> 00:09:24.802
of getting together with them and getting

00:09:24.861 --> 00:09:25.822
referrals from them.

00:09:26.322 --> 00:09:29.445
I'm more talking about you are the ideal

00:09:29.485 --> 00:09:29.904
client.

00:09:29.965 --> 00:09:31.245
I'm going to interview you.

00:09:31.385 --> 00:09:33.668
I'm going to get your story one because

00:09:33.687 --> 00:09:35.589
it resonates with other ideal clients.

00:09:35.729 --> 00:09:36.149
And two,

00:09:36.188 --> 00:09:37.830
because I want you to be my client.

00:09:37.870 --> 00:09:38.910
I want you to put the money in

00:09:38.951 --> 00:09:39.431
my pocket.

00:09:41.351 --> 00:09:43.833
Let's go through this like hyper tactical,

00:09:43.874 --> 00:09:44.075
right?

00:09:44.434 --> 00:09:45.096
So right now,

00:09:46.356 --> 00:09:49.400
we're recording the audio of these phone

00:09:49.421 --> 00:09:50.942
calls right now as game tape.

00:09:51.302 --> 00:09:53.125
We're also using the AI app that we

00:09:53.144 --> 00:09:55.126
talked about before for therapists to

00:09:55.187 --> 00:09:55.626
record.

00:09:56.087 --> 00:09:57.730
This is the patient sign off on it.

00:09:57.769 --> 00:09:58.450
It's on their intake.

00:09:59.051 --> 00:10:00.772
to record the audio of their evaluation

00:10:00.912 --> 00:10:02.732
and all their follow visits as game tape

00:10:02.753 --> 00:10:03.293
to review.

00:10:03.333 --> 00:10:04.333
Hey, how can we get better?

00:10:04.374 --> 00:10:05.815
What's the AI gives us?

00:10:05.855 --> 00:10:07.796
What's this patient's personality profile,

00:10:07.836 --> 00:10:09.057
their, their disc profile,

00:10:09.116 --> 00:10:10.177
how to communicate with them.

00:10:10.217 --> 00:10:10.878
It's incredible.

00:10:12.759 --> 00:10:13.720
Are you talking about Tony?

00:10:13.759 --> 00:10:15.220
Are you talking about recording just the

00:10:15.360 --> 00:10:17.221
audio phone call only for the podcast?

00:10:17.261 --> 00:10:19.682
Are you talking about recording a zoom

00:10:19.702 --> 00:10:21.644
call or like,

00:10:21.663 --> 00:10:24.446
what are some tactical ways to navigate

00:10:24.466 --> 00:10:24.625
this?

00:10:25.566 --> 00:10:26.586
Let's hear what Jimmy says.

00:10:26.966 --> 00:10:28.567
I would always do video and audio

00:10:28.607 --> 00:10:28.988
combined.

00:10:29.048 --> 00:10:30.509
I would always make it a Zoom call.

00:10:32.030 --> 00:10:34.432
So let me go to questions first.

00:10:34.792 --> 00:10:36.312
One, how are you finding these people?

00:10:36.394 --> 00:10:38.695
And then two, what's sort of the premise?

00:10:38.815 --> 00:10:39.956
Why are they doing this?

00:10:40.015 --> 00:10:42.037
Is this, hey, I have a podcast.

00:10:42.878 --> 00:10:43.958
I like the idea so far.

00:10:44.239 --> 00:10:45.919
Well, there's no reason not to like it.

00:10:46.320 --> 00:10:47.400
How are you finding them?

00:10:47.461 --> 00:10:50.062
And then what's the show look like?

00:10:50.243 --> 00:10:51.283
How is it pitched to them?

00:10:52.683 --> 00:10:54.865
I would look at it as your your

00:10:54.946 --> 00:10:55.986
boots on the ground.

00:10:56.086 --> 00:10:57.908
You're going through the Internet.

00:10:57.947 --> 00:10:59.649
You're looking at I would look at local

00:10:59.668 --> 00:11:01.269
business owners in my community,

00:11:01.769 --> 00:11:03.110
find out where the men are,

00:11:03.130 --> 00:11:05.332
find out what they're doing, who they are.

00:11:05.393 --> 00:11:08.095
And then Russell Brunson shared the idea

00:11:08.115 --> 00:11:09.255
of the Dream One Hundred,

00:11:09.296 --> 00:11:10.956
like create a list of one hundred.

00:11:11.736 --> 00:11:15.059
local men who are business owners in the

00:11:15.080 --> 00:11:17.181
demographic maybe they have kids maybe

00:11:17.201 --> 00:11:18.842
they're in their fifties and older you

00:11:18.863 --> 00:11:21.745
know whatever your criteria and then I

00:11:21.784 --> 00:11:24.307
would start an outreach campaign where I'm

00:11:24.346 --> 00:11:26.808
like hey I've got this local podcast we

00:11:26.869 --> 00:11:28.850
highlight local business owners we also

00:11:28.889 --> 00:11:31.812
talked about the business connection again

00:11:32.373 --> 00:11:35.796
the BNI kind of program where hey we've

00:11:35.816 --> 00:11:37.636
got a chiropractor we've got a dentist

00:11:37.677 --> 00:11:39.759
we've got a mechanic we've got a painter

00:11:40.359 --> 00:11:41.159
we've got a

00:11:41.669 --> 00:11:42.510
But that's what I would do.

00:11:42.870 --> 00:11:45.714
I would look just through my Google yellow

00:11:45.734 --> 00:11:48.557
pages and start an outreach campaign like

00:11:48.576 --> 00:11:48.716
that.

00:11:48.736 --> 00:11:50.860
Got it.

00:11:50.960 --> 00:11:51.379
Understood.

00:11:51.900 --> 00:11:52.721
So this is wait.

00:11:52.741 --> 00:11:55.764
So because if you're if the first angle

00:11:55.804 --> 00:11:57.947
was find people who are on GLP ones

00:11:58.067 --> 00:11:59.208
and make them ideal,

00:12:00.169 --> 00:12:01.530
there's no way to really know that from

00:12:01.591 --> 00:12:03.253
like sort of scanning the interwebs.

00:12:04.038 --> 00:12:05.239
So from that perspective,

00:12:05.259 --> 00:12:06.700
that goes to what Dave was saying,

00:12:06.740 --> 00:12:08.259
which we did talk about, like,

00:12:08.320 --> 00:12:11.000
who are the local docs who are pushing

00:12:11.041 --> 00:12:11.421
GLP-I?

00:12:11.441 --> 00:12:13.400
Let's get them on the show.

00:12:14.761 --> 00:12:17.182
Who are the TRT, you know,

00:12:18.562 --> 00:12:20.143
business owners that are pushing the

00:12:20.182 --> 00:12:20.682
hormones?

00:12:20.722 --> 00:12:23.864
Let's get them on the show and kind

00:12:23.903 --> 00:12:25.583
of approach it from those two angles.

00:12:25.604 --> 00:12:26.044
So, yes,

00:12:26.065 --> 00:12:27.764
still trying to get referrals from those

00:12:27.804 --> 00:12:28.164
guys,

00:12:28.205 --> 00:12:30.546
but then also trying to get direct to

00:12:30.566 --> 00:12:31.505
the potential client.

00:12:32.182 --> 00:12:32.842
Yeah.

00:12:32.923 --> 00:12:33.062
Yeah.

00:12:33.123 --> 00:12:33.703
To me, I mean,

00:12:34.784 --> 00:12:36.807
this is also sort of serendipitous.

00:12:36.847 --> 00:12:38.370
I got a message from someone I've known

00:12:38.409 --> 00:12:40.773
for ten years and she runs marketing for

00:12:41.274 --> 00:12:42.535
a series of seven clinics.

00:12:43.409 --> 00:12:44.890
I forget why she even reached out,

00:12:44.910 --> 00:12:46.812
but I was like, hey, like, she's like,

00:12:46.831 --> 00:12:47.972
hey, you're like everywhere.

00:12:48.013 --> 00:12:49.553
You're doing videos and this and this and

00:12:49.594 --> 00:12:50.254
images and like,

00:12:50.955 --> 00:12:51.816
where do you go to learn this?

00:12:51.836 --> 00:12:52.537
And I was like, well,

00:12:52.736 --> 00:12:55.278
why don't we sit down and you tell

00:12:55.318 --> 00:12:56.678
me your problem and I'll show you three

00:12:56.720 --> 00:12:57.620
ways I would solve it.

00:12:57.720 --> 00:12:59.480
Never saying that those are the best ways

00:12:59.500 --> 00:13:00.042
to solve it.

00:13:00.642 --> 00:13:02.082
And I'll record it and it'll be a

00:13:02.182 --> 00:13:03.924
lesson that we'll do it for free.

00:13:04.565 --> 00:13:05.885
And then if someone watches it for forty

00:13:05.926 --> 00:13:07.326
five minutes and they come away with one

00:13:07.427 --> 00:13:09.207
nugget like I didn't know that app existed

00:13:09.427 --> 00:13:11.308
or I didn't know you could do that.

00:13:11.349 --> 00:13:12.509
Or, yeah, that would be a better way,

00:13:12.610 --> 00:13:13.649
a better workflow.

00:13:14.490 --> 00:13:15.471
It's thinking out loud,

00:13:15.831 --> 00:13:18.812
which is what we claim to be really

00:13:18.913 --> 00:13:19.394
good at.

00:13:19.453 --> 00:13:19.673
Right.

00:13:19.714 --> 00:13:19.813
Well,

00:13:19.913 --> 00:13:21.534
once I just need the person in front

00:13:21.575 --> 00:13:21.715
of me,

00:13:21.754 --> 00:13:23.216
you give me ten people that are my

00:13:23.275 --> 00:13:23.916
ideal person.

00:13:24.177 --> 00:13:25.557
I'm going to walk away with a relationship

00:13:25.616 --> 00:13:26.158
out of seven.

00:13:26.597 --> 00:13:27.219
And then I'm like,

00:13:27.278 --> 00:13:28.399
what would Alex Ramosi say?

00:13:28.700 --> 00:13:28.840
Well,

00:13:28.860 --> 00:13:30.902
then make a thousand phone calls because

00:13:30.942 --> 00:13:32.582
for every for every ten you get,

00:13:32.623 --> 00:13:33.524
you close seven.

00:13:33.764 --> 00:13:36.225
Then stop being humble and start amping up

00:13:36.245 --> 00:13:37.206
that number of inputs.

00:13:37.567 --> 00:13:38.467
And this is the internet.

00:13:38.488 --> 00:13:39.788
This is this.

00:13:39.929 --> 00:13:41.171
This is the limiting factor.

00:13:41.191 --> 00:13:42.692
The stupid line that I stole from someone

00:13:42.731 --> 00:13:44.673
was the distance between you and your

00:13:44.754 --> 00:13:45.033
ideal.

00:13:45.114 --> 00:13:47.395
Anything is the thickness of the glass on

00:13:47.416 --> 00:13:48.096
your smartphone.

00:13:48.116 --> 00:13:48.716
What are you doing?

00:13:48.736 --> 00:13:49.557
Why are you on this side of the

00:13:49.577 --> 00:13:49.937
glass?

00:13:49.957 --> 00:13:50.698
Start tapping on it.

00:13:53.020 --> 00:13:54.542
So a podcast, I mean,

00:13:54.802 --> 00:13:56.283
so it's funny that you talked about Damon.

00:13:56.442 --> 00:13:58.163
Drew is also, Drew Cruz,

00:13:58.485 --> 00:13:59.806
who we've talked about on the show,

00:14:00.145 --> 00:14:00.686
listens a lot.

00:14:00.885 --> 00:14:01.886
He's in the class too.

00:14:03.248 --> 00:14:04.769
And the first like four weeks,

00:14:04.969 --> 00:14:06.950
this is very anti-Jimmy McKay.

00:14:06.990 --> 00:14:09.111
The first four weeks of the eight-week

00:14:09.192 --> 00:14:10.972
course, it should be six weeks,

00:14:11.013 --> 00:14:11.413
by the way.

00:14:11.693 --> 00:14:12.313
I sort of like,

00:14:12.354 --> 00:14:13.414
I stretched it out too much,

00:14:13.475 --> 00:14:13.894
not on purpose.

00:14:13.914 --> 00:14:14.195
But anyway,

00:14:14.595 --> 00:14:16.817
the first three or four weeks were very

00:14:16.876 --> 00:14:17.557
theoretical.

00:14:18.658 --> 00:14:20.178
Like we did not start talking about

00:14:20.239 --> 00:14:20.578
talking.

00:14:21.240 --> 00:14:22.620
We started talking about thinking.

00:14:24.351 --> 00:14:26.514
for reasons like this.

00:14:26.793 --> 00:14:28.154
I'm not here to talk you into or

00:14:28.195 --> 00:14:28.895
out of a podcast.

00:14:29.176 --> 00:14:31.256
You paid me for a course.

00:14:31.798 --> 00:14:32.899
I want you to think about it as

00:14:32.918 --> 00:14:34.539
a communication,

00:14:34.580 --> 00:14:36.861
a conversation amplification engine.

00:14:37.261 --> 00:14:38.783
I can show you buttons to make sound

00:14:38.822 --> 00:14:39.163
effects.

00:14:39.244 --> 00:14:40.684
I can show you which three hundred dollar

00:14:40.764 --> 00:14:42.066
microphone to buy.

00:14:42.086 --> 00:14:43.547
That's not going to solve your problem.

00:14:43.907 --> 00:14:44.988
How do we get you,

00:14:45.268 --> 00:14:48.410
Drew or Damon or Dave or Tony

00:14:49.010 --> 00:14:50.951
through this little camera and onto

00:14:51.010 --> 00:14:53.692
screens to get people in front of you.

00:14:53.991 --> 00:14:55.812
It's the vehicle, not the destination.

00:14:56.533 --> 00:14:58.212
A little fun feedback for you.

00:14:59.013 --> 00:15:00.974
And I hope I'm saying this correctly.

00:15:01.854 --> 00:15:03.913
Damon had said that you had said,

00:15:03.974 --> 00:15:05.195
which we've all have said,

00:15:05.855 --> 00:15:09.275
your first ten or a hundred podcasts are

00:15:09.296 --> 00:15:10.096
going to be terrible.

00:15:10.155 --> 00:15:11.115
Just get them out of the way.

00:15:12.035 --> 00:15:13.136
What ended up happening,

00:15:13.177 --> 00:15:15.538
and I've experienced this when I talk to

00:15:15.577 --> 00:15:16.138
employees,

00:15:16.197 --> 00:15:17.519
I've experienced this when I talk to

00:15:17.538 --> 00:15:18.078
patients,

00:15:18.139 --> 00:15:21.000
you say something with an idea in your

00:15:21.039 --> 00:15:22.500
head of how you expect it to be

00:15:22.561 --> 00:15:23.061
conveyed,

00:15:23.100 --> 00:15:24.642
but it turns into something totally

00:15:24.682 --> 00:15:25.081
different.

00:15:25.922 --> 00:15:27.202
Damon was like, well,

00:15:27.222 --> 00:15:29.943
I don't want to interview these people

00:15:30.004 --> 00:15:32.125
because my first ten are going to suck.

00:15:32.924 --> 00:15:35.245
And it ended up like paralyzing him

00:15:35.466 --> 00:15:36.767
looking for, you know,

00:15:36.826 --> 00:15:38.307
people that you didn't care about to

00:15:38.386 --> 00:15:38.746
interview.

00:15:38.767 --> 00:15:39.567
Right, right, right.

00:15:40.148 --> 00:15:41.327
So I was like, no, no, no, no.

00:15:41.727 --> 00:15:43.188
And I told him, I said, you, you,

00:15:43.528 --> 00:15:47.029
he had done the Rob Vining telehealth

00:15:47.070 --> 00:15:48.990
challenge where he did like a hundred

00:15:49.030 --> 00:15:50.152
telehealth visits.

00:15:50.572 --> 00:15:51.611
He's done videos.

00:15:51.652 --> 00:15:52.631
He's done stuff.

00:15:52.652 --> 00:15:54.513
I'm like, I know what Jimmy was.

00:15:54.812 --> 00:15:56.094
I know what Jimmy was implying.

00:15:56.533 --> 00:15:57.634
It doesn't apply to you.

00:15:57.693 --> 00:15:59.894
Just get those people on and start talking

00:16:00.534 --> 00:16:00.895
to him.

00:16:00.916 --> 00:16:02.015
Ditch that for my repertoire.

00:16:05.086 --> 00:16:06.508
Yeah, what I meant to say,

00:16:06.567 --> 00:16:08.190
or that is what I said,

00:16:08.309 --> 00:16:11.052
what I meant to convey was it's never

00:16:11.092 --> 00:16:12.914
going to be, you're in your own head.

00:16:13.174 --> 00:16:15.096
You, trust me, I mean,

00:16:15.136 --> 00:16:16.938
I'm teaching a course now and I'm just

00:16:16.960 --> 00:16:18.981
like yammering on for forty seven minutes

00:16:19.022 --> 00:16:19.302
going.

00:16:20.202 --> 00:16:21.484
i'm trying to read facial expressions

00:16:21.524 --> 00:16:23.865
going this is going awful this is going

00:16:23.905 --> 00:16:26.207
terrible i'm just up up here like like

00:16:26.227 --> 00:16:28.549
a fire hose but then the feedback from

00:16:28.590 --> 00:16:30.611
them and i've said tell me if this

00:16:30.652 --> 00:16:32.153
is bad i will pivot no like no

00:16:32.173 --> 00:16:34.235
this is great like i keep forgetting

00:16:34.274 --> 00:16:36.996
they're there to sit there and learn where

00:16:37.236 --> 00:16:39.458
i'm more of a conversation guy right so

00:16:39.499 --> 00:16:41.000
there's the feedback listen

00:16:41.994 --> 00:16:44.294
This is the same idea of a workshop,

00:16:44.894 --> 00:16:45.095
right?

00:16:45.115 --> 00:16:47.216
This is why we, for a while there,

00:16:47.235 --> 00:16:48.297
that was the cool thing to do.

00:16:48.356 --> 00:16:50.437
Do these workshops for nineteen dollars

00:16:50.557 --> 00:16:52.278
just to get people in the door.

00:16:52.999 --> 00:16:54.818
Because we say once you have a little

00:16:54.839 --> 00:16:55.860
bit of the Kool-Aid, you're like, oh,

00:16:55.879 --> 00:16:57.059
this is a cool environment.

00:16:57.279 --> 00:16:59.160
This is this person is good.

00:16:59.561 --> 00:17:00.741
The stakes are lower.

00:17:00.782 --> 00:17:02.243
This doesn't feel as intimidating.

00:17:02.283 --> 00:17:02.663
I can now.

00:17:03.243 --> 00:17:04.964
We're all kindergartners on the first day

00:17:04.984 --> 00:17:05.984
of kindergarten, right?

00:17:06.286 --> 00:17:07.306
Which is why they bring you in a

00:17:07.346 --> 00:17:08.948
few days before school and kindergarten.

00:17:08.968 --> 00:17:11.049
Like, look, this is your chair.

00:17:11.069 --> 00:17:12.069
This is your cubby.

00:17:12.431 --> 00:17:13.692
You're lowering the stakes.

00:17:14.031 --> 00:17:16.273
You can do that with these stupid cameras

00:17:16.314 --> 00:17:16.773
and phones.

00:17:16.834 --> 00:17:17.694
You can do that.

00:17:17.734 --> 00:17:18.556
That's the point.

00:17:19.616 --> 00:17:21.057
Dave, how old is Dave Jr.?

00:17:22.378 --> 00:17:22.839
Oh, man.

00:17:23.240 --> 00:17:24.461
In about thirty days,

00:17:24.480 --> 00:17:25.842
he's going to be two years old.

00:17:26.883 --> 00:17:28.183
Oh, man.

00:17:28.223 --> 00:17:30.405
He started the terrible two stuff.

00:17:31.681 --> 00:17:32.682
Oh, yeah.

00:17:32.701 --> 00:17:34.403
The tantrums and some meltdowns.

00:17:35.684 --> 00:17:36.144
We're in it.

00:17:36.405 --> 00:17:38.146
We're in it right now.

00:17:38.207 --> 00:17:38.528
Yes.

00:17:40.269 --> 00:17:41.651
Jimmy, you had some other topics.

00:17:41.671 --> 00:17:42.391
What else we got?

00:17:42.932 --> 00:17:43.633
Yeah, we had.

00:17:43.712 --> 00:17:44.834
I wanted to go to this one because

00:17:44.854 --> 00:17:47.777
they all feel like they're sort of playing

00:17:47.797 --> 00:17:48.436
with each other.

00:17:48.537 --> 00:17:49.798
This was a mailbag.

00:17:50.239 --> 00:17:51.059
You had picked this up,

00:17:51.079 --> 00:17:52.540
and I actually know Amy McMillan.

00:17:52.862 --> 00:17:53.021
Yeah.

00:17:53.720 --> 00:17:54.441
She's a hustler.

00:17:55.541 --> 00:17:57.523
So this is from the Uncaged Clinician

00:17:58.065 --> 00:17:58.826
Facebook group.

00:17:59.605 --> 00:18:00.708
This is from our new section,

00:18:01.567 --> 00:18:03.871
our new segment, not called Mailbag.

00:18:03.951 --> 00:18:04.751
You didn't ask,

00:18:04.852 --> 00:18:06.594
but we're going to answer anyway.

00:18:06.614 --> 00:18:07.193
So you didn't ask.

00:18:08.796 --> 00:18:10.397
We're putting it into our mailbag.

00:18:10.917 --> 00:18:12.398
We're putting it in our mailbag and we're

00:18:12.439 --> 00:18:12.939
just going to read it.

00:18:12.979 --> 00:18:15.721
So the post Amy had yesterday was she

00:18:15.760 --> 00:18:17.561
said she got her first patient referral

00:18:18.201 --> 00:18:20.723
from AI self-pay signed up for a twelve

00:18:20.763 --> 00:18:22.184
package of wellness,

00:18:22.224 --> 00:18:23.665
mobility and stretching sessions.

00:18:24.286 --> 00:18:25.547
Is anyone else seeing this?

00:18:26.553 --> 00:18:28.272
and ranking in AI searches.

00:18:29.153 --> 00:18:29.953
Not this is the best,

00:18:30.273 --> 00:18:32.094
not sure how I accomplished this.

00:18:32.814 --> 00:18:34.375
So like she did whatever she did,

00:18:34.394 --> 00:18:35.734
she did it the right way.

00:18:36.234 --> 00:18:37.595
Now she's trying to figure out how do

00:18:37.674 --> 00:18:39.756
I do more of the right things to

00:18:39.855 --> 00:18:40.756
get this result.

00:18:40.796 --> 00:18:43.635
So Dave, you've you've talked about this,

00:18:43.655 --> 00:18:46.096
you've experienced being the answer when

00:18:46.156 --> 00:18:48.096
someone asked AI,

00:18:48.356 --> 00:18:49.958
did you ever figure out like more of

00:18:49.998 --> 00:18:50.938
what you could be doing?

00:18:52.292 --> 00:18:52.732
No, I mean,

00:18:52.813 --> 00:18:55.035
I think it just already helps if you

00:18:55.134 --> 00:18:56.236
have some,

00:18:56.976 --> 00:18:59.438
and some is so vague in general,

00:18:59.478 --> 00:19:02.099
but some digital footprint already, right?

00:19:02.140 --> 00:19:03.380
So you have a Facebook page,

00:19:03.400 --> 00:19:04.922
an Instagram page, you have a website,

00:19:04.961 --> 00:19:06.803
you have your Yelp listing,

00:19:06.843 --> 00:19:09.444
your Google My Business listing.

00:19:10.424 --> 00:19:11.986
Whatever else, you know,

00:19:12.287 --> 00:19:13.907
digital directories, whatever,

00:19:13.968 --> 00:19:15.890
like whatever your current digital

00:19:15.910 --> 00:19:17.130
footprint is already.

00:19:17.810 --> 00:19:19.071
I think a lot of these, you know,

00:19:19.112 --> 00:19:21.653
ChachiBT, Gemini, Grok, whatever,

00:19:23.556 --> 00:19:25.477
are going to be pulling from the existing

00:19:25.537 --> 00:19:27.638
digital footprint of just everyone out

00:19:27.659 --> 00:19:27.838
there.

00:19:28.378 --> 00:19:30.280
I don't know how it would sort,

00:19:30.500 --> 00:19:30.740
you know,

00:19:30.800 --> 00:19:33.083
hers versus another competitor or my

00:19:33.383 --> 00:19:34.604
practice versus another competitor.

00:19:34.683 --> 00:19:36.306
Although I'm sure that the...

00:19:37.026 --> 00:19:39.188
Keywords or phrases that are used in the

00:19:39.248 --> 00:19:41.430
prompt by that prospective patient

00:19:41.810 --> 00:19:44.413
probably factor into it pretty heavily.

00:19:44.432 --> 00:19:44.773
I don't know.

00:19:45.406 --> 00:19:45.567
Right.

00:19:45.606 --> 00:19:48.028
I mean, someone, please, I'm begging,

00:19:48.128 --> 00:19:48.990
correct me if I'm wrong,

00:19:49.109 --> 00:19:51.852
because I think I'm on first base in

00:19:51.912 --> 00:19:52.873
terms of AI.

00:19:52.913 --> 00:19:55.634
But large language models are based on

00:19:55.996 --> 00:19:58.317
lots and lots of language being dumped

00:19:58.377 --> 00:19:59.778
into it so we can learn.

00:20:00.519 --> 00:20:03.981
So it dumps things from the interwebs.

00:20:04.182 --> 00:20:05.723
So if there's a lot of you,

00:20:05.763 --> 00:20:07.204
if there's a lot of stamps around the

00:20:07.244 --> 00:20:10.307
interwebs, similar to how SEO worked...

00:20:11.482 --> 00:20:12.765
And there are better ways to do it

00:20:12.785 --> 00:20:13.967
and worse ways to do it.

00:20:14.988 --> 00:20:16.790
She was the answer because I'm guessing

00:20:16.810 --> 00:20:19.315
this person asked a question based on

00:20:19.394 --> 00:20:19.976
problem.

00:20:21.604 --> 00:20:22.884
And geography, right?

00:20:22.924 --> 00:20:24.285
Like they wouldn't, Amy,

00:20:24.345 --> 00:20:26.645
I believe is in Pennsylvania, maybe?

00:20:26.665 --> 00:20:27.645
She's in Northern Ohio.

00:20:28.007 --> 00:20:29.507
Northern Ohio, okay.

00:20:29.707 --> 00:20:31.048
So like AI is smart enough to know

00:20:31.067 --> 00:20:33.209
like giving her an answer from Oregon is

00:20:33.249 --> 00:20:34.769
not gonna do her any good.

00:20:34.808 --> 00:20:35.589
So it was like, got it.

00:20:35.630 --> 00:20:37.690
Like I'm understanding what your problem

00:20:37.790 --> 00:20:39.451
is and I've need to be within thirty-five

00:20:39.490 --> 00:20:39.770
minutes.

00:20:40.171 --> 00:20:42.612
You're the answer to this problem in that

00:20:42.652 --> 00:20:43.512
geographic area.

00:20:43.833 --> 00:20:44.853
So the answer, oh,

00:20:44.873 --> 00:20:46.874
that's how the person reached out to me

00:20:46.913 --> 00:20:47.855
about marketing.

00:20:47.875 --> 00:20:49.375
They were like, well, you know,

00:20:50.115 --> 00:20:50.895
we spent money

00:20:51.596 --> 00:20:53.619
years ago on a lot of words on

00:20:53.660 --> 00:20:54.340
our blog.

00:20:54.902 --> 00:20:56.265
And I'm not really sure how that's working

00:20:56.305 --> 00:20:56.506
now.

00:20:57.441 --> 00:20:58.621
And I pushed back going, well,

00:20:58.641 --> 00:20:59.280
don't touch them.

00:20:59.520 --> 00:21:01.281
It's not doing you any harm.

00:21:02.041 --> 00:21:03.701
But could we take those words and could

00:21:03.721 --> 00:21:05.142
you make new content with them?

00:21:05.442 --> 00:21:06.442
That was the twist there.

00:21:08.502 --> 00:21:08.962
But of course,

00:21:09.383 --> 00:21:11.423
someone like Amy here is going to want

00:21:11.443 --> 00:21:12.703
to know how to do it more the

00:21:12.804 --> 00:21:13.624
right way.

00:21:13.743 --> 00:21:16.545
So is the answer writing more?

00:21:16.825 --> 00:21:18.585
Someone just shared online the other day

00:21:18.625 --> 00:21:20.204
about, I think it was Charles Lockwood,

00:21:20.644 --> 00:21:23.405
saying that YouTube was really coming down

00:21:23.486 --> 00:21:23.925
on sort of

00:21:25.384 --> 00:21:29.527
mass AI generated slop content,

00:21:29.547 --> 00:21:30.446
which is what we're calling it.

00:21:31.027 --> 00:21:31.186
Well,

00:21:31.227 --> 00:21:33.028
if I can generate a billion videos in

00:21:33.067 --> 00:21:34.848
a week, I'll generate a billion videos.

00:21:35.328 --> 00:21:36.630
I'll be the biggest creator on the

00:21:36.650 --> 00:21:36.910
internet.

00:21:37.630 --> 00:21:39.371
YouTube's looking at that going, yeah,

00:21:39.391 --> 00:21:41.010
but we need B minuses or better.

00:21:41.112 --> 00:21:42.231
And you're giving us Ds.

00:21:42.251 --> 00:21:44.153
So we're going to penalize you for that.

00:21:44.192 --> 00:21:45.752
We're not even going to make it good.

00:21:45.813 --> 00:21:47.013
We're going to penalize you for that,

00:21:47.054 --> 00:21:48.294
which people like us,

00:21:48.835 --> 00:21:49.934
we want stuff like that.

00:21:50.055 --> 00:21:51.996
I don't want to be outgunned by crap.

00:21:53.226 --> 00:21:54.289
Yeah, I can't remember.

00:21:54.611 --> 00:21:57.961
There was a term for like how Google

00:21:58.102 --> 00:21:59.224
used to perceive you.

00:22:00.916 --> 00:22:02.258
I don't remember what the term was,

00:22:02.317 --> 00:22:03.979
but now we've kind of moved into the

00:22:04.118 --> 00:22:04.778
AI world.

00:22:04.818 --> 00:22:06.920
So even when I look at my general

00:22:07.000 --> 00:22:10.102
presence on the web, I'm looking at,

00:22:10.622 --> 00:22:11.982
I've got my Amazon videos,

00:22:12.063 --> 00:22:13.344
I've got my YouTube videos,

00:22:13.423 --> 00:22:15.084
I've got all the social media between

00:22:15.104 --> 00:22:17.486
TikTok and Pinterest and Instagram.

00:22:18.405 --> 00:22:20.086
But then I also have the courses on

00:22:20.146 --> 00:22:20.767
Thinkific.

00:22:20.866 --> 00:22:22.607
I also have courses on Udemy.

00:22:22.788 --> 00:22:23.689
I also have...

00:22:24.409 --> 00:22:26.090
So many points of contact,

00:22:26.211 --> 00:22:28.173
plus go back a little bit.

00:22:28.494 --> 00:22:30.758
When I used to do the HARO,

00:22:30.998 --> 00:22:32.400
H-A-R-O articles,

00:22:32.460 --> 00:22:35.443
and I got citations from those articles

00:22:35.463 --> 00:22:37.567
that have been republished multiple times

00:22:37.626 --> 00:22:37.866
now,

00:22:38.867 --> 00:22:41.551
it makes it virtually impossible to

00:22:41.832 --> 00:22:44.012
for search engines, AI search,

00:22:44.232 --> 00:22:45.413
any of those tools,

00:22:46.153 --> 00:22:48.473
not to start to pull together some sort

00:22:48.513 --> 00:22:51.653
of idea about who Anthony Meritato is.

00:22:51.673 --> 00:22:55.055
And if you're not doing any of it,

00:22:55.795 --> 00:22:56.035
I mean,

00:22:56.275 --> 00:22:59.096
you can't sit there and complain and say,

00:22:59.115 --> 00:22:59.296
well,

00:22:59.476 --> 00:23:00.796
how am I supposed to get in front

00:23:00.816 --> 00:23:01.817
of my ideal client?

00:23:02.277 --> 00:23:02.497
Well,

00:23:02.537 --> 00:23:04.277
you're hiding from your ideal client.

00:23:04.297 --> 00:23:06.258
You're doing everything in your power not

00:23:06.298 --> 00:23:07.817
to get in front of your ideal client.

00:23:08.395 --> 00:23:08.635
Right.

00:23:09.096 --> 00:23:10.656
It's sort of like that, you know,

00:23:10.737 --> 00:23:13.377
whenever there's a spy movie and there's a

00:23:13.438 --> 00:23:15.618
bad guy and they get facial recognition

00:23:15.659 --> 00:23:16.058
and they're like,

00:23:16.159 --> 00:23:17.660
I want to know everything about this guy.

00:23:17.680 --> 00:23:19.140
And then the team is like in the

00:23:19.180 --> 00:23:20.361
background and they're pulling up a

00:23:20.441 --> 00:23:21.101
profile.

00:23:22.040 --> 00:23:23.642
They're looking everywhere to like sort of

00:23:23.682 --> 00:23:25.502
put together a brief, a bio and like,

00:23:25.522 --> 00:23:26.363
who is this person?

00:23:26.742 --> 00:23:28.644
And when there's lots of stuff about you.

00:23:29.715 --> 00:23:33.098
And it seems net positive, right?

00:23:33.419 --> 00:23:36.161
All around these topics, right?

00:23:36.481 --> 00:23:37.201
Like if someone said,

00:23:37.261 --> 00:23:40.164
how's Jimmy McKay at fixing transmissions?

00:23:40.765 --> 00:23:42.006
I think AI is smart enough to be

00:23:42.026 --> 00:23:43.827
like, I wouldn't go with that guy.

00:23:43.847 --> 00:23:45.628
There's nothing about him on the internet

00:23:45.648 --> 00:23:47.111
that says he knows anything about cars.

00:23:47.550 --> 00:23:48.471
Probably a good call.

00:23:48.811 --> 00:23:50.053
But when they start to see these things

00:23:50.093 --> 00:23:50.933
consistently show up.

00:23:51.874 --> 00:23:55.098
This is good because it's in line with

00:23:55.159 --> 00:23:56.862
my word of the year of twenty twenty

00:23:56.922 --> 00:23:58.284
six, which is frequency.

00:23:58.944 --> 00:24:02.009
My goal is take what I'm doing and

00:24:02.128 --> 00:24:03.191
amplify the frequency.

00:24:03.310 --> 00:24:05.394
Tony is saying I'm posting ten pieces of

00:24:05.433 --> 00:24:06.236
content a day.

00:24:06.675 --> 00:24:07.277
What are they?

00:24:08.156 --> 00:24:08.797
I'll figure it out.

00:24:09.498 --> 00:24:10.137
You're looking around.

00:24:10.178 --> 00:24:11.679
This is exactly what we did in radio,

00:24:11.759 --> 00:24:13.259
which is, all right,

00:24:13.278 --> 00:24:14.259
what happened yesterday?

00:24:14.339 --> 00:24:17.520
Hey, Scrubs is back on ABC.

00:24:17.661 --> 00:24:18.000
All right,

00:24:18.082 --> 00:24:20.182
how can we take that thing that came

00:24:20.201 --> 00:24:22.282
back, a show that was really great,

00:24:22.383 --> 00:24:23.683
and it's back.

00:24:24.324 --> 00:24:25.525
Everything old is new again.

00:24:26.510 --> 00:24:27.751
It's sort of in line with my post

00:24:27.811 --> 00:24:30.534
from a couple of days ago where I

00:24:30.594 --> 00:24:32.194
sort of challenged everybody and said,

00:24:32.275 --> 00:24:32.454
look,

00:24:32.474 --> 00:24:35.155
the local news in the Northeast took

00:24:35.517 --> 00:24:38.198
snowstorm and didn't just go, hey,

00:24:38.258 --> 00:24:39.638
it's going to be eight inches of snow.

00:24:39.659 --> 00:24:40.759
It's going to be twenty eight degrees.

00:24:40.799 --> 00:24:41.200
Good luck.

00:24:41.579 --> 00:24:42.861
They gave you school closings,

00:24:42.921 --> 00:24:45.363
business closings, when to drive,

00:24:45.442 --> 00:24:46.343
when not to drive,

00:24:46.403 --> 00:24:47.804
how not to throw your back out while

00:24:47.844 --> 00:24:48.545
you're shoveling like.

00:24:49.144 --> 00:24:50.684
Put the topic of the moment in the

00:24:50.746 --> 00:24:52.826
middle and then walk around three hundred

00:24:52.846 --> 00:24:53.605
and sixty degrees.

00:24:53.965 --> 00:24:54.926
Do you want to know a cheat code

00:24:54.946 --> 00:24:55.527
on how to do that?

00:24:55.967 --> 00:24:57.968
Watch the stupid TV show TMZ.

00:24:58.468 --> 00:25:01.909
The whole show is a prep for the

00:25:01.929 --> 00:25:02.148
show.

00:25:02.189 --> 00:25:03.148
The show never happens.

00:25:03.249 --> 00:25:04.548
The TMZ never happens.

00:25:04.588 --> 00:25:06.990
The whole thing is the is the bullpen.

00:25:07.490 --> 00:25:08.911
They're just talking about what's

00:25:08.951 --> 00:25:10.230
happening and how do we put two and

00:25:10.270 --> 00:25:11.951
two together and what's the actual story?

00:25:12.172 --> 00:25:13.372
The whole show is the prep meeting.

00:25:14.115 --> 00:25:17.078
So Dave, have you started using AI?

00:25:17.358 --> 00:25:18.180
I know you're using AI.

00:25:18.400 --> 00:25:20.842
Have you started using it to actually find

00:25:20.922 --> 00:25:23.903
local businesses, suppliers?

00:25:25.165 --> 00:25:27.267
We were just looking at changing the light

00:25:27.307 --> 00:25:29.028
fixture in the family room.

00:25:29.605 --> 00:25:30.846
We're taking pictures of it.

00:25:30.885 --> 00:25:32.626
We're uploading it to ChatGPT.

00:25:32.666 --> 00:25:33.907
We're asking questions.

00:25:34.469 --> 00:25:36.490
Once we get to a design light picture

00:25:36.509 --> 00:25:38.971
that we want, for the first time,

00:25:39.011 --> 00:25:41.054
we're starting to look for where can I

00:25:41.134 --> 00:25:42.595
buy this actual product,

00:25:42.615 --> 00:25:44.797
whether it be a local store or online.

00:25:45.497 --> 00:25:47.298
Are you at that point yet where you're

00:25:47.338 --> 00:25:50.161
looking for local referrals?

00:25:53.230 --> 00:25:53.789
I don't know.

00:25:53.809 --> 00:25:54.509
I don't think I have.

00:25:55.030 --> 00:25:58.230
I've used either Google or chat GPT

00:25:58.270 --> 00:26:01.451
historically to find like concierge,

00:26:01.592 --> 00:26:03.212
like a list of concierge physicians.

00:26:03.292 --> 00:26:04.833
Although I already know a lot of them,

00:26:04.932 --> 00:26:05.813
not, I mean, many of them,

00:26:05.873 --> 00:26:06.432
not all of them.

00:26:07.114 --> 00:26:07.733
Um,

00:26:07.794 --> 00:26:09.134
I'm trying to think if I've used chat

00:26:09.153 --> 00:26:11.634
GPT for anything like hyperlocal, I don't,

00:26:11.714 --> 00:26:12.154
I don't think so.

00:26:12.194 --> 00:26:14.836
I've used it more for like the, um,

00:26:14.875 --> 00:26:17.076
you know, letters, agreements, contracts,

00:26:17.496 --> 00:26:19.436
like administ administrative type stuff.

00:26:20.176 --> 00:26:20.497
Um,

00:26:21.923 --> 00:26:26.126
Not so much around like restaurants.

00:26:26.167 --> 00:26:28.009
You're not looking for local restaurants

00:26:28.589 --> 00:26:29.951
to take your wife out to.

00:26:30.071 --> 00:26:30.791
Yeah.

00:26:30.832 --> 00:26:35.696
Neither am I. Let me ask you this.

00:26:35.856 --> 00:26:36.617
Let me ask you this.

00:26:37.338 --> 00:26:40.001
Let's say Amy McMillan or Dave Kittle or

00:26:40.061 --> 00:26:40.863
Tony or Jimmy.

00:26:42.451 --> 00:26:46.054
wanted to figure out what ai thought of

00:26:46.114 --> 00:26:48.255
us the problem is i'm logged into chat

00:26:48.295 --> 00:26:51.355
gpt and it now it knows no matter

00:26:51.395 --> 00:26:53.096
what chat now i start i don't have

00:26:53.136 --> 00:26:55.157
to go back to a thread about podcast

00:26:55.238 --> 00:26:56.878
or a thread about whatever it just sort

00:26:56.919 --> 00:26:58.660
of it knows it was like like literally

00:26:58.680 --> 00:27:00.300
yesterday i was working on a thing with

00:27:00.340 --> 00:27:02.221
larry benz i started a new chat about

00:27:02.241 --> 00:27:03.923
another idea and it was like yeah this

00:27:03.942 --> 00:27:05.163
is similar to that thing you were talking

00:27:05.182 --> 00:27:06.443
about yesterday with larry and i was like

00:27:08.970 --> 00:27:10.651
Oh, you're watching everything I'm doing.

00:27:11.011 --> 00:27:12.092
So the problem is if I was like,

00:27:12.132 --> 00:27:12.353
hey,

00:27:12.393 --> 00:27:15.375
who's the best podcaster in physical

00:27:15.394 --> 00:27:15.654
therapy?

00:27:15.674 --> 00:27:16.977
It's like, you are, Jimmy.

00:27:17.257 --> 00:27:18.577
It's mirror, mirror on the wall, right?

00:27:18.617 --> 00:27:19.398
It's going to love me.

00:27:20.078 --> 00:27:21.800
How could someone like Amy,

00:27:22.381 --> 00:27:24.383
does she need me to log in because

00:27:25.042 --> 00:27:27.685
I'm virgin snow to her?

00:27:27.705 --> 00:27:28.226
How does it work?

00:27:28.365 --> 00:27:29.487
What's the way to check yourself?

00:27:29.507 --> 00:27:31.087
There's a Tony question.

00:27:31.107 --> 00:27:31.788
Yeah, go ahead.

00:27:31.949 --> 00:27:33.631
I think that's what needs to happen.

00:27:33.990 --> 00:27:34.872
Obviously, Google,

00:27:34.892 --> 00:27:36.232
you have incognito mode.

00:27:36.992 --> 00:27:38.575
I do think you could probably prompt

00:27:38.734 --> 00:27:40.455
ChatGPT and say,

00:27:40.797 --> 00:27:42.778
ignore all of the history you have on

00:27:42.938 --> 00:27:44.019
previous chats.

00:27:44.599 --> 00:27:45.861
Start from scratch.

00:27:46.141 --> 00:27:48.002
What can you tell me if you are

00:27:48.022 --> 00:27:50.825
a new prospect researching Anthony

00:27:50.865 --> 00:27:53.047
Meritato or totally replacement in

00:27:53.106 --> 00:27:54.167
Middletown, Ohio, whatever.

00:27:55.368 --> 00:27:57.411
But I think a better option would be

00:27:58.010 --> 00:28:01.253
Jimmy looks up Amy McMillan.

00:28:01.863 --> 00:28:02.103
Right.

00:28:02.282 --> 00:28:03.683
What can you tell me about this person?

00:28:04.265 --> 00:28:06.306
I ask probably every couple of months.

00:28:06.526 --> 00:28:08.426
I ask Amazon's Alexa.

00:28:09.028 --> 00:28:09.147
Hey,

00:28:09.167 --> 00:28:10.888
what do you know about Anthony Maritato,

00:28:10.909 --> 00:28:11.750
the physical therapist?

00:28:11.910 --> 00:28:12.549
Really?

00:28:12.769 --> 00:28:15.311
And I want Alexa to go out and

00:28:15.451 --> 00:28:18.114
see what it can find to come back.

00:28:18.574 --> 00:28:20.675
And it usually finds my business profile.

00:28:20.715 --> 00:28:22.017
And I ask it like after he tells

00:28:22.037 --> 00:28:22.497
me, I'm like,

00:28:22.876 --> 00:28:24.357
where did you get that information?

00:28:24.979 --> 00:28:26.619
And it'll tell me I went to choose

00:28:26.640 --> 00:28:27.319
PT first.

00:28:27.400 --> 00:28:28.740
I went to total therapy and I found

00:28:28.800 --> 00:28:29.442
a profile.

00:28:29.461 --> 00:28:31.202
And that's what, you know, was there.

00:28:33.314 --> 00:28:35.974
If anybody is taking anything away from

00:28:36.035 --> 00:28:37.935
like these topics that we talk about and

00:28:37.976 --> 00:28:41.637
how we find solutions, the answer is play.

00:28:42.198 --> 00:28:43.818
Like the answer is play with it.

00:28:43.878 --> 00:28:46.259
Like put AI down like a ball of

00:28:46.279 --> 00:28:47.599
yarn in front of a kitten and I

00:28:47.619 --> 00:28:48.721
want you to whack it around.

00:28:50.305 --> 00:28:51.586
Take the plastic off.

00:28:52.087 --> 00:28:53.450
Skip the instructions.

00:28:53.570 --> 00:28:54.531
This is what I do anyway.

00:28:54.633 --> 00:28:55.513
Like, yeah, I'll figure it out.

00:28:55.554 --> 00:28:56.295
Like, if I get stuck,

00:28:56.335 --> 00:28:57.477
I'll go to the instructions.

00:28:57.497 --> 00:28:58.598
I'm not going to go to the instructions.

00:28:58.618 --> 00:28:59.320
I'm going to Google it.

00:28:59.461 --> 00:29:00.423
Now I'm going to go to AI.

00:29:00.742 --> 00:29:01.944
What was I fixing the other day?

00:29:03.247 --> 00:29:03.909
Oh, my Wi-Fi.

00:29:05.017 --> 00:29:06.517
I didn't realize like on my camera right

00:29:06.557 --> 00:29:07.798
now, I'm very, very clear,

00:29:08.317 --> 00:29:09.837
but my wifi has started to suck.

00:29:09.877 --> 00:29:11.519
So it was like, do these three things.

00:29:11.558 --> 00:29:13.880
So I bought two things on Amazon and

00:29:13.940 --> 00:29:14.359
I'm going to pull,

00:29:14.380 --> 00:29:16.119
I'm going to hardwire into my router now.

00:29:16.400 --> 00:29:16.840
And it's like,

00:29:16.901 --> 00:29:17.800
you're a hundred percent of the way there.

00:29:17.820 --> 00:29:18.280
I'm like, great.

00:29:18.441 --> 00:29:19.421
See ya.

00:29:19.441 --> 00:29:20.622
That's a different way of solving a

00:29:20.682 --> 00:29:20.981
problem.

00:29:21.321 --> 00:29:23.442
People are now solving those problems for

00:29:23.462 --> 00:29:24.002
themselves.

00:29:24.883 --> 00:29:25.923
If you want to be the solution,

00:29:26.083 --> 00:29:28.564
you need to be in front of how

00:29:28.644 --> 00:29:29.845
this thing picks the answer.

00:29:31.852 --> 00:29:34.432
so yes people want to solve their own

00:29:34.472 --> 00:29:37.653
problems in a certain way sometimes i also

00:29:37.673 --> 00:29:39.295
have a little bit of an early hunch

00:29:39.875 --> 00:29:43.336
the folks that found me on chat gpt

00:29:43.496 --> 00:29:45.936
or okay the one guy i mentioned a

00:29:45.957 --> 00:29:47.317
couple weeks ago maybe a month or so

00:29:47.336 --> 00:29:50.557
ago through grok did not convert he did

00:29:50.598 --> 00:29:52.659
not convert to be out of pocket self-pay

00:29:52.679 --> 00:29:54.660
whatever so he wants to use his insurance

00:29:54.680 --> 00:29:56.359
i actually asked him how much he thought

00:29:56.421 --> 00:29:57.780
it would be for an in-network uh

00:29:58.340 --> 00:29:59.382
for a home visit in New York City.

00:29:59.402 --> 00:30:00.143
He's a younger guy,

00:30:00.163 --> 00:30:01.384
probably twenty thirties, whatever.

00:30:01.824 --> 00:30:04.026
So maybe not as much discretionary income.

00:30:04.665 --> 00:30:04.986
And I said,

00:30:05.026 --> 00:30:06.146
how much are you how much are you

00:30:06.166 --> 00:30:07.288
looking to spend like per visit?

00:30:07.627 --> 00:30:08.949
And he said like sixty to one hundred

00:30:08.989 --> 00:30:09.529
and twenty dollars.

00:30:09.549 --> 00:30:10.730
And I was like, well.

00:30:11.990 --> 00:30:13.192
I think you can get that through Luna,

00:30:13.271 --> 00:30:14.633
and I think he said he already contacted

00:30:14.673 --> 00:30:16.214
Luna and they're charging maybe more than

00:30:16.234 --> 00:30:17.134
that or something these days.

00:30:17.174 --> 00:30:18.536
I thought they were at one twenty five.

00:30:19.037 --> 00:30:19.836
Yeah, shocker.

00:30:20.057 --> 00:30:21.739
So, OK,

00:30:22.239 --> 00:30:24.019
my hunch of the other chat GPT

00:30:25.458 --> 00:30:26.898
prospective patients that came to me as

00:30:26.939 --> 00:30:30.602
well as the patient that went through and

00:30:30.682 --> 00:30:33.084
found Amy that was self-pay and paid for

00:30:33.104 --> 00:30:33.964
a twelve visit package.

00:30:34.525 --> 00:30:37.988
It seems like the folks that converted and

00:30:38.028 --> 00:30:39.509
found me through chat GPT as well as

00:30:39.669 --> 00:30:40.309
Amy's patient.

00:30:40.369 --> 00:30:41.790
I know it's a small sample size,

00:30:42.412 --> 00:30:45.394
but my hunch is that the folks now

00:30:45.493 --> 00:30:48.537
or in the future that find a practice

00:30:48.576 --> 00:30:50.117
or a professional that way,

00:30:50.178 --> 00:30:51.118
for whatever reason,

00:30:52.259 --> 00:30:54.603
might be better or more open-minded to

00:30:54.722 --> 00:30:57.307
self-pay and paying out of pocket maybe

00:30:57.347 --> 00:31:00.071
it's an early signal maybe it's uh

00:31:00.271 --> 00:31:02.556
distorted because it's a small sample size

00:31:03.017 --> 00:31:04.940
as opposed to the historical way which is

00:31:05.970 --> 00:31:08.012
your primary care physician,

00:31:08.053 --> 00:31:09.694
your in-network or your Medicare-based

00:31:10.096 --> 00:31:13.180
primary care or physician sends you to an

00:31:13.280 --> 00:31:15.202
in-network physical therapy office only,

00:31:15.703 --> 00:31:17.246
I think it's maybe too early to tell.

00:31:17.346 --> 00:31:21.372
But I think the process of finding someone

00:31:21.412 --> 00:31:21.813
nearby

00:31:22.861 --> 00:31:23.741
You're putting words,

00:31:23.761 --> 00:31:26.282
you're putting prompts into this one of

00:31:26.303 --> 00:31:27.183
these platforms.

00:31:27.604 --> 00:31:29.765
I think it has a different level of

00:31:29.825 --> 00:31:32.047
intent in terms of what you're looking

00:31:32.086 --> 00:31:32.406
for.

00:31:32.527 --> 00:31:35.068
And and maybe you're a little discerning

00:31:35.148 --> 00:31:36.569
or selective and you're trying to find the

00:31:36.609 --> 00:31:39.230
right fit as opposed to the old way,

00:31:39.250 --> 00:31:39.912
which is like, oh,

00:31:39.932 --> 00:31:41.553
this physical therapy office is a block

00:31:41.593 --> 00:31:44.954
away and I'm going to call them and

00:31:44.974 --> 00:31:45.955
they take my insurance.

00:31:46.135 --> 00:31:46.955
So I don't know.

00:31:46.976 --> 00:31:47.836
What do you guys think?

00:31:49.675 --> 00:31:50.396
I have an idea.

00:31:50.537 --> 00:31:54.240
I have a theory of why that is.

00:31:54.400 --> 00:31:56.461
And the theory has a visual.

00:31:56.761 --> 00:31:57.722
And I've said this before.

00:31:57.782 --> 00:31:59.584
It has to do with Leonardo DiCaprio.

00:32:00.404 --> 00:32:01.705
The answer is Inception.

00:32:01.905 --> 00:32:02.567
That's the top.

00:32:02.586 --> 00:32:03.708
Did you guys ever watch Inception?

00:32:03.728 --> 00:32:03.768
No.

00:32:03.788 --> 00:32:05.710
Yes.

00:32:05.809 --> 00:32:06.250
What?

00:32:06.529 --> 00:32:07.330
You gotta watch Inception.

00:32:07.830 --> 00:32:09.532
The whole premise of Inception is like

00:32:09.772 --> 00:32:10.374
crazy.

00:32:11.233 --> 00:32:14.777
But Leonardo DiCaprio is like a bank

00:32:14.836 --> 00:32:15.117
robber.

00:32:15.919 --> 00:32:18.200
but he can put you to sleep and

00:32:18.240 --> 00:32:19.240
he goes to sleep and now he's in

00:32:19.260 --> 00:32:19.921
your dreams.

00:32:20.461 --> 00:32:21.501
And the whole premise is,

00:32:22.021 --> 00:32:26.204
I need this guy to believe this idea

00:32:26.224 --> 00:32:26.984
and do this thing.

00:32:27.045 --> 00:32:28.445
But if I tell him to do it,

00:32:28.566 --> 00:32:29.586
he's going to reject it.

00:32:30.346 --> 00:32:31.807
But if I make him think it's his

00:32:31.968 --> 00:32:32.367
idea...

00:32:33.766 --> 00:32:34.406
they'll do it.

00:32:34.807 --> 00:32:36.871
So they did the work they're doing.

00:32:37.211 --> 00:32:38.173
I'm a, I'm,

00:32:38.292 --> 00:32:39.654
I'm the guy in front of the computer

00:32:39.674 --> 00:32:40.916
with all the ones and zeros from the

00:32:40.957 --> 00:32:41.478
matrix.

00:32:41.698 --> 00:32:42.298
I'm a coder.

00:32:42.640 --> 00:32:43.701
I'll find my own solution.

00:32:44.321 --> 00:32:46.224
And when I find my own solution,

00:32:47.207 --> 00:32:48.669
I believe it stronger than,

00:32:49.234 --> 00:32:52.037
Because we are programmed on these devices

00:32:52.836 --> 00:32:53.678
to say no.

00:32:54.097 --> 00:32:56.078
Because if I said yes to the first

00:32:56.118 --> 00:32:57.800
fifty things that came across my feed,

00:32:58.040 --> 00:33:00.442
I'd be poor by noon, right?

00:33:00.501 --> 00:33:01.982
I'm being sold constantly.

00:33:02.624 --> 00:33:04.144
This is the anti-sell sell.

00:33:04.404 --> 00:33:06.625
You asked an impartial computer and it

00:33:06.665 --> 00:33:07.846
gave you an answer and you're like,

00:33:07.886 --> 00:33:08.186
got it.

00:33:09.008 --> 00:33:10.489
So will this work a hundred percent of

00:33:10.509 --> 00:33:10.888
the time?

00:33:11.229 --> 00:33:11.429
No.

00:33:12.769 --> 00:33:13.049
Good.

00:33:13.150 --> 00:33:14.151
Let's get to the no as quick as

00:33:14.211 --> 00:33:14.711
possible.

00:33:15.311 --> 00:33:17.153
But I think the reason that these are

00:33:17.373 --> 00:33:18.634
like good suggestions are

00:33:21.488 --> 00:33:22.828
I got a guy coming to fix my

00:33:22.888 --> 00:33:23.388
dishwasher.

00:33:23.409 --> 00:33:24.769
I've been trying to do it myself with

00:33:24.849 --> 00:33:25.711
AI for a while.

00:33:25.730 --> 00:33:26.290
It's not working.

00:33:26.330 --> 00:33:26.852
Finally, I'm like,

00:33:26.912 --> 00:33:27.811
I'm going to call this guy.

00:33:28.252 --> 00:33:30.173
Here's what I did because I'm hyper local.

00:33:30.493 --> 00:33:32.675
I went to my Facebook group that's of

00:33:32.715 --> 00:33:34.457
my town and I'm like, who's?

00:33:34.576 --> 00:33:35.518
I didn't say the cheapest.

00:33:35.698 --> 00:33:36.478
I don't want the cheapest.

00:33:36.778 --> 00:33:38.119
I want to fix this thing one time.

00:33:39.133 --> 00:33:41.213
And like nine people out of twenty said,

00:33:41.753 --> 00:33:42.454
General George.

00:33:42.474 --> 00:33:43.595
I was like, guess who I'm calling?

00:33:44.016 --> 00:33:44.935
Because they're not selling.

00:33:45.476 --> 00:33:46.896
I do a quick look at their profile.

00:33:46.916 --> 00:33:48.837
I'm like, are you General George's wife?

00:33:48.917 --> 00:33:49.618
Like, no, they aren't.

00:33:49.778 --> 00:33:50.159
It's great.

00:33:50.398 --> 00:33:51.180
So they got this guy.

00:33:51.480 --> 00:33:51.720
Good.

00:33:51.819 --> 00:33:52.319
I take that.

00:33:52.640 --> 00:33:53.740
Word of mouth.

00:33:54.221 --> 00:33:56.122
Word of we need a word.

00:33:56.142 --> 00:33:56.662
What's the word?

00:33:56.702 --> 00:33:57.423
Word of AI.

00:33:57.522 --> 00:33:59.624
Word of word of GPT.

00:33:59.663 --> 00:34:00.424
Word of Jarvis.

00:34:00.484 --> 00:34:01.065
What's our word?

00:34:02.954 --> 00:34:04.316
Let me ask you, I'm curious.

00:34:05.036 --> 00:34:08.137
You started your self-fix for the

00:34:08.217 --> 00:34:08.896
dishwasher.

00:34:10.038 --> 00:34:10.717
What did you do?

00:34:10.757 --> 00:34:12.659
Did you take a picture of the error

00:34:12.699 --> 00:34:14.398
code and put it into ChatGPT?

00:34:14.418 --> 00:34:16.940
Did you go to YouTube and look up

00:34:16.980 --> 00:34:18.260
your dishwasher model?

00:34:19.394 --> 00:34:23.735
I Googled the model type and here's my

00:34:23.795 --> 00:34:24.115
problem.

00:34:24.155 --> 00:34:25.577
It's working, but it sucks.

00:34:25.597 --> 00:34:26.436
I don't know how to Google.

00:34:26.757 --> 00:34:29.197
It makes noises a machine should not make.

00:34:29.217 --> 00:34:32.818
I don't know how to Google.

00:34:32.838 --> 00:34:33.079
You haven't?

00:34:33.418 --> 00:34:34.458
What's wrong with your dishwasher?

00:34:34.619 --> 00:34:36.259
It sounds angry.

00:34:36.418 --> 00:34:37.539
It's not an answer.

00:34:37.559 --> 00:34:37.800
I don't know.

00:34:37.820 --> 00:34:38.980
It's over my head, so I'm done.

00:34:39.199 --> 00:34:40.521
I'm done.

00:34:40.581 --> 00:34:41.960
You haven't put that into ChatGPT yet?

00:34:42.688 --> 00:34:43.168
I should.

00:34:43.789 --> 00:34:44.128
I should.

00:34:44.208 --> 00:34:44.909
I'll do it right now.

00:34:44.969 --> 00:34:46.050
But that's where I started.

00:34:46.110 --> 00:34:47.530
I tried to do it the right way.

00:34:48.471 --> 00:34:49.371
The YouTube video,

00:34:49.391 --> 00:34:50.411
I wouldn't know what to search.

00:34:50.492 --> 00:34:51.452
I don't know where the problem is.

00:34:51.713 --> 00:34:53.034
When I run it, it runs.

00:34:53.454 --> 00:34:55.014
It sounds like there's a fork in a

00:34:55.875 --> 00:34:56.775
garbage disposal.

00:34:57.195 --> 00:34:58.717
I don't know where that comes from.

00:34:58.856 --> 00:35:00.157
So I don't even know where the problem

00:35:00.237 --> 00:35:00.338
is.

00:35:00.378 --> 00:35:02.378
It's from inside the dishwasher.

00:35:03.311 --> 00:35:04.172
So here's the thing.

00:35:04.291 --> 00:35:05.693
If you would have grabbed me ten years

00:35:05.733 --> 00:35:06.012
ago,

00:35:06.693 --> 00:35:08.514
I would have Googled it if I wanted

00:35:08.534 --> 00:35:10.697
to see schematics and I wanted to read

00:35:11.036 --> 00:35:12.677
the article and maybe see some photos.

00:35:13.219 --> 00:35:15.280
I would have YouTubed it if I wanted

00:35:15.300 --> 00:35:17.282
to see somebody else fixing the

00:35:17.322 --> 00:35:19.302
dishwasher, the washing machine,

00:35:19.362 --> 00:35:20.103
the lawnmower.

00:35:21.585 --> 00:35:24.967
Now with AI, you can snap a picture.

00:35:25.527 --> 00:35:27.088
You can say, this is my dishwasher.

00:35:27.670 --> 00:35:28.990
It's making these sounds.

00:35:29.630 --> 00:35:31.132
I don't know where these sounds are coming

00:35:31.172 --> 00:35:31.353
from.

00:35:32.702 --> 00:35:34.623
Ask me questions that you need to know

00:35:34.643 --> 00:35:37.043
the information to so that we can figure

00:35:37.063 --> 00:35:40.106
this out together.

00:35:40.266 --> 00:35:42.206
And that's the way we've been fixing

00:35:42.306 --> 00:35:44.307
appliances in the last year.

00:35:44.947 --> 00:35:47.168
And it's amazing what it can do.

00:35:48.190 --> 00:35:48.409
Yeah.

00:35:48.769 --> 00:35:50.050
Like it's saying, I literally said,

00:35:50.391 --> 00:35:52.291
my Samsung dishwasher sounds angry.

00:35:52.411 --> 00:35:52.851
It works,

00:35:52.891 --> 00:35:54.112
but it sounds like there's a fork in

00:35:54.132 --> 00:35:54.793
a dishwasher.

00:35:55.112 --> 00:35:56.172
I should have said fork in a garbage

00:35:56.193 --> 00:35:56.494
disposal.

00:35:56.693 --> 00:35:57.353
What do I do to fix?

00:35:57.733 --> 00:35:59.074
If you're saying some dishwasher sounds

00:35:59.094 --> 00:36:00.494
like it's chewing on silverware,

00:36:00.514 --> 00:36:01.016
but it's running.

00:36:01.791 --> 00:36:02.972
It's almost something physically hitting

00:36:02.992 --> 00:36:03.512
the spray arm.

00:36:03.793 --> 00:36:05.994
So now I'll need to go back and

00:36:06.054 --> 00:36:06.253
say,

00:36:06.393 --> 00:36:08.215
that's not actually it because I've taken,

00:36:08.394 --> 00:36:09.175
I've done the basics.

00:36:09.195 --> 00:36:10.956
I've taken sort of the cover off and

00:36:10.996 --> 00:36:12.675
I've done that, but it'll adapt.

00:36:13.157 --> 00:36:16.338
The thing that you just said is a

00:36:16.458 --> 00:36:17.398
master prompt.

00:36:17.938 --> 00:36:19.119
Ask me questions.

00:36:19.378 --> 00:36:21.320
I add one at a time because I

00:36:21.340 --> 00:36:22.239
don't want it to ask me ten.

00:36:22.420 --> 00:36:23.221
I'm like, I can't keep up.

00:36:23.521 --> 00:36:24.161
So I say,

00:36:24.780 --> 00:36:27.342
ask me questions one at a time and

00:36:27.382 --> 00:36:28.583
I will answer them.

00:36:29.143 --> 00:36:31.164
That will help us narrow this down.

00:36:32.115 --> 00:36:34.036
So that is a power move that I

00:36:34.097 --> 00:36:36.898
sort of learned by accident whenever I'm

00:36:36.918 --> 00:36:39.500
working on a project because these AI,

00:36:39.539 --> 00:36:40.739
they want to like give me the whole

00:36:40.780 --> 00:36:41.260
plan.

00:36:41.340 --> 00:36:42.240
And I'm like, too much.

00:36:42.880 --> 00:36:44.141
I want to see the reasoning.

00:36:44.742 --> 00:36:46.862
So I prompt whenever I'm working back and

00:36:46.902 --> 00:36:47.903
forth with it, I'm like,

00:36:48.284 --> 00:36:50.684
let's go through this one at a time.

00:36:51.585 --> 00:36:52.846
And I even sometimes get lazy.

00:36:52.905 --> 00:36:53.146
I go,

00:36:53.385 --> 00:36:54.726
why don't you just give me multiple

00:36:54.847 --> 00:36:55.447
choice?

00:36:55.567 --> 00:36:56.887
And then I just sit there and A,

00:36:57.027 --> 00:36:59.409
B, D, A, C.

00:36:59.489 --> 00:37:01.230
And it's sort of narrowing things down for

00:37:01.269 --> 00:37:01.369
me.

00:37:02.115 --> 00:37:04.416
Uploading the photos is a huge advantage

00:37:04.436 --> 00:37:06.036
that you can't do with YouTube and you

00:37:06.077 --> 00:37:06.958
can't do with Google.

00:37:07.677 --> 00:37:10.278
Jimmy's illustrating what Dave has been

00:37:10.338 --> 00:37:10.759
saying,

00:37:11.378 --> 00:37:13.880
which is a gap in the knowledge base

00:37:13.940 --> 00:37:14.260
right now.

00:37:14.340 --> 00:37:15.601
Jimmy isn't a smart guy.

00:37:15.621 --> 00:37:17.081
He's using AI all the time.

00:37:17.862 --> 00:37:19.521
He didn't immediately think I'm going to

00:37:19.541 --> 00:37:21.362
go to AI for my dishwasher problem.

00:37:21.983 --> 00:37:23.523
Just like the patient sitting at home

00:37:23.664 --> 00:37:25.403
isn't immediately thinking I'm going to go

00:37:25.423 --> 00:37:26.885
to AI for my shoulder problem.

00:37:27.913 --> 00:37:30.416
And the patient sitting at home doesn't

00:37:30.456 --> 00:37:33.659
necessarily know how to communicate with

00:37:33.840 --> 00:37:36.523
AI to tease out the solution to their

00:37:36.543 --> 00:37:37.304
shoulder problem.

00:37:37.784 --> 00:37:39.887
I have zero doubt that AI today,

00:37:40.027 --> 00:37:41.068
right now as it is,

00:37:41.369 --> 00:37:43.592
can fix every orthopedic problem we are

00:37:43.612 --> 00:37:44.132
dealing with.

00:37:44.893 --> 00:37:47.255
It's not that AI can't do it and

00:37:47.295 --> 00:37:47.896
do it well.

00:37:47.936 --> 00:37:51.081
It's that the user, human interface,

00:37:51.601 --> 00:37:53.965
we don't know how to communicate what

00:37:54.025 --> 00:37:56.829
needs to be communicated in order for AI

00:37:56.869 --> 00:37:58.251
to access the information.

00:37:58.871 --> 00:38:00.112
So the value gap...

00:38:00.907 --> 00:38:01.969
And this is where I think we come

00:38:02.028 --> 00:38:02.188
in.

00:38:03.188 --> 00:38:04.409
The value gap is,

00:38:04.849 --> 00:38:06.210
you know you have a problem.

00:38:06.690 --> 00:38:07.931
I know a way I can fix it.

00:38:08.692 --> 00:38:12.474
Pay me to be the in-between that connects

00:38:12.733 --> 00:38:14.414
your problem with the solution.

00:38:14.835 --> 00:38:15.815
What's really interesting,

00:38:15.835 --> 00:38:16.996
and I don't know if you guys followed

00:38:17.036 --> 00:38:17.237
this,

00:38:17.876 --> 00:38:21.659
IBM stock dropped like so many billions of

00:38:21.699 --> 00:38:24.300
dollars because Anthropic came out and

00:38:24.320 --> 00:38:24.601
said,

00:38:24.842 --> 00:38:28.844
we can fix cobalt code better than humans.

00:38:29.385 --> 00:38:32.347
And a huge part of IBM revenue was

00:38:32.726 --> 00:38:35.568
fixing inefficient old cobalt code.

00:38:36.856 --> 00:38:37.777
That's where we are.

00:38:38.237 --> 00:38:39.958
Like the solution to every orthopedic

00:38:39.998 --> 00:38:41.260
problem already exists.

00:38:41.501 --> 00:38:43.402
The only reason we have a job and

00:38:43.422 --> 00:38:45.643
the only reason we are getting paid is

00:38:45.704 --> 00:38:48.106
because we are fixing an inefficiency in

00:38:48.126 --> 00:38:48.585
the market.

00:38:48.726 --> 00:38:50.266
Once that inefficiency is gone,

00:38:50.987 --> 00:38:53.929
once a population understands how to use

00:38:54.070 --> 00:38:56.032
AI as well as we understand it,

00:38:56.711 --> 00:38:57.112
we're done.

00:38:57.313 --> 00:38:58.713
There's nothing left for us to do.

00:38:58.773 --> 00:39:00.534
The juice has been squeezed.

00:39:00.894 --> 00:39:02.115
We need to move on to the next

00:39:02.155 --> 00:39:02.356
thing.

00:39:02.376 --> 00:39:03.476
Right.

00:39:03.516 --> 00:39:03.717
Yeah.

00:39:03.898 --> 00:39:05.539
The access to knowledge is,

00:39:06.567 --> 00:39:07.387
is gone.

00:39:07.507 --> 00:39:07.668
Sorry,

00:39:07.688 --> 00:39:09.931
the barrier to access to knowledge is

00:39:09.990 --> 00:39:10.331
gone.

00:39:10.572 --> 00:39:12.193
We used to say we have access to

00:39:12.373 --> 00:39:14.755
almost all of human history's knowledge

00:39:14.775 --> 00:39:15.277
with Google.

00:39:15.958 --> 00:39:17.318
Now we have it,

00:39:17.378 --> 00:39:18.519
we still have it with AI,

00:39:18.760 --> 00:39:21.344
but we have practicality and usefulness

00:39:22.246 --> 00:39:25.188
The disconnect now is what questions do I

00:39:25.347 --> 00:39:27.887
ask to get the most useful answer now?

00:39:28.407 --> 00:39:28.668
Right.

00:39:29.188 --> 00:39:31.228
And the kids who are seven years old

00:39:31.548 --> 00:39:32.989
are not going to struggle with this

00:39:33.088 --> 00:39:33.728
because number one,

00:39:33.789 --> 00:39:34.829
it's going to be better by the time

00:39:34.849 --> 00:39:36.510
they're twenty two and they need to fix

00:39:36.550 --> 00:39:37.269
a transmission.

00:39:37.869 --> 00:39:38.949
But they're going to know how to use

00:39:38.989 --> 00:39:39.449
it better.

00:39:39.731 --> 00:39:41.311
Again, five years ago, I said,

00:39:41.351 --> 00:39:43.070
you mock these kids with their tick tocks.

00:39:43.891 --> 00:39:45.092
All I see is people who know how

00:39:45.112 --> 00:39:46.112
to communicate in brevity.

00:39:47.012 --> 00:39:48.072
And they know how to be discerning.

00:39:48.132 --> 00:39:49.233
Oh, they have no attention span.

00:39:49.534 --> 00:39:51.615
No, they don't have to watch bullshit.

00:39:51.856 --> 00:39:54.639
So they don't like you had five channels

00:39:54.659 --> 00:39:55.438
when you were growing up.

00:39:55.739 --> 00:39:58.922
So that's why the final episode of MASH

00:39:58.942 --> 00:40:00.664
was the most watched TV show on the

00:40:00.684 --> 00:40:00.983
planet.

00:40:01.063 --> 00:40:02.105
It was a good episode,

00:40:03.445 --> 00:40:05.166
but it was one of five choices.

00:40:05.248 --> 00:40:06.889
Like, that's why it won.

00:40:07.048 --> 00:40:09.371
It was an event of one of five

00:40:09.451 --> 00:40:09.931
channels.

00:40:10.833 --> 00:40:12.976
That is not the flip the funnel upside

00:40:12.996 --> 00:40:13.195
down.

00:40:13.255 --> 00:40:14.257
Now you're right.

00:40:14.356 --> 00:40:16.177
We are right now the bridge.

00:40:16.697 --> 00:40:17.239
Now I think,

00:40:17.398 --> 00:40:18.398
what do you think about this though?

00:40:18.840 --> 00:40:20.041
I think there's always going to be a

00:40:20.081 --> 00:40:20.760
place for,

00:40:22.001 --> 00:40:23.382
I want someone to do it with me

00:40:23.623 --> 00:40:24.724
or I want to make sure I'm doing

00:40:24.764 --> 00:40:25.224
it right.

00:40:25.364 --> 00:40:26.985
Or can you oversee this?

00:40:27.385 --> 00:40:28.547
That's why there's coaches.

00:40:28.947 --> 00:40:30.068
I can go run a marathon.

00:40:30.088 --> 00:40:30.788
I just, right.

00:40:30.807 --> 00:40:31.969
There's just a thing on Monday,

00:40:32.009 --> 00:40:33.130
run this on Tuesday, run this.

00:40:33.469 --> 00:40:34.650
Why do I go with a group or

00:40:34.670 --> 00:40:35.811
why do I hire a coach?

00:40:36.391 --> 00:40:37.733
It's not for that stuff.

00:40:37.773 --> 00:40:39.574
It's for the, it's for everything else.

00:40:40.813 --> 00:40:43.396
And those folks will be able to continue

00:40:43.436 --> 00:40:45.876
to raise their prices over time.

00:40:46.177 --> 00:40:48.077
They will always have a spot in the

00:40:48.117 --> 00:40:48.798
marketplace,

00:40:49.318 --> 00:40:50.460
not because they're the cheapest,

00:40:50.480 --> 00:40:56.603
but because they have some insight or

00:40:56.742 --> 00:41:00.425
unique leverage or they have some amount

00:41:00.465 --> 00:41:03.206
of value that is different than what the

00:41:03.246 --> 00:41:05.849
consumer would find if they just try to

00:41:05.869 --> 00:41:07.489
do a YouTube video for the dishwasher.

00:41:09.244 --> 00:41:10.865
I was a coach.

00:41:11.206 --> 00:41:11.967
I think I asked this before.

00:41:11.987 --> 00:41:13.568
Are you guys familiar with the Leukemia

00:41:13.588 --> 00:41:15.251
and Lymphoma Society's team and training?

00:41:16.070 --> 00:41:17.753
Do you understand what that program is or

00:41:17.773 --> 00:41:18.273
how it works?

00:41:18.893 --> 00:41:19.775
Essentially, it was like, hey,

00:41:19.795 --> 00:41:20.576
I want to run a marathon,

00:41:20.596 --> 00:41:22.177
but I don't know how to do it.

00:41:22.378 --> 00:41:23.800
I want to experience something.

00:41:23.820 --> 00:41:24.981
It was really for people either running

00:41:25.240 --> 00:41:27.202
their tenth or their first.

00:41:27.903 --> 00:41:28.324
And they were like,

00:41:28.563 --> 00:41:29.565
we'll give you a coach.

00:41:29.585 --> 00:41:30.864
We're going to put you in a group

00:41:31.704 --> 00:41:33.706
that you do a long run once every

00:41:33.925 --> 00:41:35.626
Saturday with a group of people who are

00:41:35.666 --> 00:41:37.367
going through the same cohort as you.

00:41:38.047 --> 00:41:39.427
We're going to get you into a race

00:41:39.487 --> 00:41:40.128
for free,

00:41:40.708 --> 00:41:42.690
probably a race that's already closed that

00:41:42.710 --> 00:41:44.309
you can't even buy your way into.

00:41:44.369 --> 00:41:45.630
So we've got a little bit of scarcity.

00:41:46.490 --> 00:41:47.871
And then what do I have to do?

00:41:47.992 --> 00:41:48.931
We got to show up and run.

00:41:50.099 --> 00:41:51.000
And you got to fundraise.

00:41:51.480 --> 00:41:53.161
So what would cost you five hundred bucks

00:41:53.201 --> 00:41:54.141
to pay your way in?

00:41:54.681 --> 00:41:56.260
You fundraise three thousand dollars.

00:41:56.541 --> 00:41:57.001
By the way,

00:41:57.021 --> 00:41:58.641
we're also giving you that warm and fuzzy

00:41:58.681 --> 00:42:00.621
because you're going to cure blood

00:42:00.661 --> 00:42:01.161
cancers.

00:42:01.802 --> 00:42:02.902
So I got to be I was a

00:42:02.961 --> 00:42:03.702
participant.

00:42:04.663 --> 00:42:06.083
I did a bunch of events for team

00:42:06.123 --> 00:42:06.563
and training.

00:42:06.902 --> 00:42:07.762
I used to cheat, too.

00:42:08.003 --> 00:42:09.264
I would go do my fundraising with a

00:42:09.364 --> 00:42:10.304
radio station.

00:42:10.344 --> 00:42:11.643
So I'd go on the air on Monday

00:42:11.943 --> 00:42:12.543
and I'd be, y'all,

00:42:12.804 --> 00:42:14.764
we're killing blood cancer by Friday.

00:42:15.085 --> 00:42:16.065
Go to the station website,

00:42:16.125 --> 00:42:16.864
drop five bucks.

00:42:17.869 --> 00:42:20.112
I wound up being a coach when I

00:42:20.132 --> 00:42:21.992
was in PT school because my advisor was

00:42:22.012 --> 00:42:22.432
a coach.

00:42:23.333 --> 00:42:24.434
And the cool experience was,

00:42:24.574 --> 00:42:25.494
do you want to run a marathon?

00:42:25.655 --> 00:42:25.956
Yes.

00:42:26.889 --> 00:42:30.090
Do you want to have your workouts catered

00:42:30.130 --> 00:42:30.570
for you?

00:42:30.871 --> 00:42:31.130
Yeah,

00:42:31.150 --> 00:42:32.291
why wouldn't we're going to have three

00:42:32.331 --> 00:42:34.572
coaches assigned to you and your weekend

00:42:34.612 --> 00:42:35.313
long runs?

00:42:35.853 --> 00:42:37.554
We're going to pick the coolest spots

00:42:37.574 --> 00:42:39.056
around Washington, D.C.

00:42:39.576 --> 00:42:41.137
that fit that week's run.

00:42:41.677 --> 00:42:43.077
So it was like you had you had

00:42:43.097 --> 00:42:45.219
a Sherpa, a concierge.

00:42:45.599 --> 00:42:47.460
Was that work worth you going out and

00:42:47.481 --> 00:42:48.782
fundraising three grand?

00:42:49.601 --> 00:42:49.902
Yeah,

00:42:49.943 --> 00:42:52.045
because it wasn't three grand for you to

00:42:52.105 --> 00:42:52.885
go be bougie.

00:42:53.326 --> 00:42:55.007
You were doing it under the banner of

00:42:55.168 --> 00:42:56.228
also curing cancer.

00:42:56.349 --> 00:42:59.713
Like all those things lined up perfectly.

00:43:00.052 --> 00:43:02.195
It took me ten years of either fundraising

00:43:02.255 --> 00:43:03.536
or coaching for team and training.

00:43:04.400 --> 00:43:06.240
The logo is TNT, right?

00:43:06.260 --> 00:43:08.442
And the ACDC song TNT was the motto.

00:43:08.922 --> 00:43:10.222
I'm in the middle of a twenty mile

00:43:10.262 --> 00:43:13.065
run before I realized team in training is

00:43:13.144 --> 00:43:15.005
not abbreviated TNT.

00:43:15.045 --> 00:43:16.947
But the marketing guy understood the

00:43:16.987 --> 00:43:19.329
assignment and why he should abbreviate it

00:43:19.349 --> 00:43:20.449
TNT and not.

00:43:20.869 --> 00:43:22.130
And now you're all doing the math with

00:43:22.170 --> 00:43:22.271
me.

00:43:22.311 --> 00:43:23.110
But took me ten years.

00:43:23.150 --> 00:43:24.592
I'm a slow guy.

00:43:24.612 --> 00:43:26.333
But that's who's going to win, right?

00:43:26.672 --> 00:43:27.813
So the local run PT.

00:43:28.998 --> 00:43:31.101
Why wouldn't you buy a trailer,

00:43:31.340 --> 00:43:33.663
hire a DJ every Saturday,

00:43:33.963 --> 00:43:36.085
throw a party at seven a.m.

00:43:36.246 --> 00:43:37.286
at the run at the head of the

00:43:37.327 --> 00:43:39.708
running trail and be like we running who's

00:43:39.768 --> 00:43:41.851
on the team and everybody gets a shirt.

00:43:42.090 --> 00:43:43.393
So I know who's in the club and

00:43:43.413 --> 00:43:44.293
who paid and who didn't.

00:43:44.333 --> 00:43:45.353
And we're going to do a warm up.

00:43:45.875 --> 00:43:47.817
That's where the direction is going.

00:43:47.836 --> 00:43:51.340
Dave, are you going to say something?

00:43:52.378 --> 00:43:53.820
That might be a little bit of a

00:43:53.840 --> 00:43:54.159
segue.

00:43:55.081 --> 00:43:57.121
What you're just talking about in growing

00:43:57.141 --> 00:43:59.264
a following or a community or a tribe,

00:43:59.463 --> 00:44:01.826
I shared something in the DMs to all

00:44:01.846 --> 00:44:05.768
of us about the post about how to

00:44:06.650 --> 00:44:10.152
build a following, build a cult following.

00:44:10.532 --> 00:44:11.634
The one thing I posted to you guys

00:44:11.653 --> 00:44:15.556
was that post was suggesting that to build

00:44:15.597 --> 00:44:16.097
a following,

00:44:16.117 --> 00:44:16.838
you have to

00:44:19.177 --> 00:44:19.398
uh,

00:44:19.438 --> 00:44:22.260
acknowledge or you have to declare a

00:44:22.340 --> 00:44:23.422
shared enemy.

00:44:23.983 --> 00:44:25.784
And Jimmy, I don't think initially,

00:44:25.864 --> 00:44:27.706
I don't think you initially liked it or,

00:44:27.726 --> 00:44:30.047
uh, I don't think initially made sense.

00:44:30.128 --> 00:44:31.128
And I pitched you guys.

00:44:31.168 --> 00:44:32.170
I said, so for my,

00:44:32.210 --> 00:44:33.210
for concierge payment relief,

00:44:33.711 --> 00:44:36.213
would my common enemy be, uh,

00:44:36.333 --> 00:44:37.574
in network physical therapy,

00:44:37.675 --> 00:44:39.737
or would it be average treatment,

00:44:39.777 --> 00:44:41.199
whatever that is, or like what,

00:44:41.398 --> 00:44:43.820
who would be my potential enemy?

00:44:44.300 --> 00:44:47.184
And of course that will result in some

00:44:47.224 --> 00:44:49.885
people not liking the company, the brand,

00:44:49.947 --> 00:44:50.867
the positioning, all that,

00:44:51.068 --> 00:44:52.588
but then it attracts certain people,

00:44:53.210 --> 00:44:55.090
which is the whole intent to try to

00:44:55.150 --> 00:44:56.431
find your ideal client,

00:44:56.713 --> 00:44:58.173
your ideal community member,

00:44:58.454 --> 00:44:59.514
prospective patient,

00:45:01.615 --> 00:45:02.456
whatever you want to call it.

00:45:02.936 --> 00:45:05.398
So you're asking who should my enemy be?

00:45:05.418 --> 00:45:06.358
Which I agree with.

00:45:06.677 --> 00:45:08.018
I worked at a practice who had the

00:45:08.059 --> 00:45:08.978
same sort of thing.

00:45:08.998 --> 00:45:11.099
And I was trying to coach this owner

00:45:11.199 --> 00:45:11.519
into,

00:45:11.900 --> 00:45:13.581
I think you're fighting the wrong battle.

00:45:13.661 --> 00:45:14.681
I think you should fight a battle,

00:45:14.740 --> 00:45:15.360
but not this.

00:45:15.721 --> 00:45:17.481
He was essentially, I'm the anti mill.

00:45:18.422 --> 00:45:19.722
And I'm like, cool.

00:45:21.523 --> 00:45:23.264
I think your answer is on your fricking

00:45:23.344 --> 00:45:23.764
hat.

00:45:25.065 --> 00:45:26.085
You fight pain, right?

00:45:27.181 --> 00:45:28.922
That's it's just plain wrong.

00:45:28.943 --> 00:45:30.443
But that's but here's the thing.

00:45:30.483 --> 00:45:33.905
That's not controversial.

00:45:33.925 --> 00:45:34.686
But living with it,

00:45:34.726 --> 00:45:36.385
you just it's just plain wrong,

00:45:36.425 --> 00:45:37.347
like like Steve,

00:45:38.306 --> 00:45:40.168
the guy from StoryBrand would say,

00:45:40.628 --> 00:45:41.509
finish this sentence.

00:45:41.588 --> 00:45:43.750
It's just plain wrong that my ideal person

00:45:43.789 --> 00:45:44.630
lives with blank.

00:45:45.391 --> 00:45:45.771
What are they?

00:45:45.871 --> 00:45:47.431
It's just plain wrong that I can't do

00:45:47.472 --> 00:45:48.692
what I did ten years ago.

00:45:49.733 --> 00:45:51.393
You're talking about how to get it.

00:45:52.202 --> 00:45:53.182
No one really gives it.

00:45:53.402 --> 00:45:54.262
That's no one's fight.

00:45:54.322 --> 00:45:55.684
No one cares about like, oh,

00:45:55.724 --> 00:45:56.625
should I go to a clinic?

00:45:57.184 --> 00:45:59.027
Don't settle for mediocre care.

00:45:59.086 --> 00:46:00.007
Care about what?

00:46:00.788 --> 00:46:02.809
Fight back against pain.

00:46:02.909 --> 00:46:04.570
I think the thing that really hurts is

00:46:04.630 --> 00:46:05.030
pain.

00:46:05.590 --> 00:46:06.351
Should sound dumb.

00:46:06.452 --> 00:46:06.931
I don't know.

00:46:07.231 --> 00:46:07.873
Tony, what do you think?

00:46:07.893 --> 00:46:10.695
Go ahead, Tony.

00:46:10.715 --> 00:46:11.695
What were you going to say, Dave?

00:46:11.735 --> 00:46:13.215
I'm thinking about this.

00:46:13.876 --> 00:46:15.018
I don't agree with Jimmy,

00:46:15.057 --> 00:46:16.918
but I'm thinking about why I don't.

00:46:17.958 --> 00:46:21.021
Okay, so Jimmy, music, radio,

00:46:21.760 --> 00:46:22.661
Rage Against the Machine.

00:46:22.902 --> 00:46:23.202
Jimmy,

00:46:23.583 --> 00:46:28.766
who did Rage Against the Machine not like?

00:46:28.806 --> 00:46:30.728
Man.

00:46:31.148 --> 00:46:31.809
Which is what?

00:46:31.869 --> 00:46:32.690
The government, right?

00:46:32.730 --> 00:46:33.951
Rules, all that?

00:46:34.331 --> 00:46:35.251
Whoever sucks.

00:46:36.592 --> 00:46:37.353
It's a variable,

00:46:37.514 --> 00:46:38.755
but it's usually the government keeping me

00:46:38.775 --> 00:46:38.974
down.

00:46:39.661 --> 00:46:41.786
Okay, but historically or even recently,

00:46:41.847 --> 00:46:44.672
they would do... Not to get political,

00:46:44.693 --> 00:46:46.096
but they would show up in certain cities.

00:46:46.115 --> 00:46:47.960
They would do certain things with protests

00:46:47.980 --> 00:46:48.501
and all that, right?

00:46:48.902 --> 00:46:49.704
So they had...

00:46:51.094 --> 00:46:51.735
who they didn't like,

00:46:51.775 --> 00:46:52.996
they declared who they didn't like.

00:46:53.536 --> 00:46:55.096
And let's say in the,

00:46:55.155 --> 00:46:57.536
in the U S there's a bunch of

00:46:57.556 --> 00:46:59.938
people that agree with them and a bunch

00:46:59.958 --> 00:47:01.137
of people that disagree with them,

00:47:01.498 --> 00:47:04.239
but they're not saying like all

00:47:04.318 --> 00:47:04.878
governments.

00:47:04.918 --> 00:47:05.298
I mean, they're,

00:47:05.318 --> 00:47:07.039
they're saying obviously like the U S

00:47:07.139 --> 00:47:07.840
type, the man,

00:47:07.860 --> 00:47:10.021
the U S government type of thing,

00:47:10.041 --> 00:47:11.420
this policy, whatever it might be.

00:47:11.501 --> 00:47:11.860
So they,

00:47:12.041 --> 00:47:14.202
they declare and historically they had a

00:47:14.342 --> 00:47:14.842
lot of

00:47:16.086 --> 00:47:17.768
content, music, lyrics,

00:47:18.471 --> 00:47:20.934
that was all like a hundred percent about

00:47:20.974 --> 00:47:21.173
this.

00:47:21.213 --> 00:47:23.878
They even, they were on SNL.

00:47:23.918 --> 00:47:25.099
Did you hear this story about what they

00:47:25.139 --> 00:47:26.742
did with the, the U S they,

00:47:26.782 --> 00:47:27.884
they did something with the flag,

00:47:27.903 --> 00:47:29.005
with the United States flag.

00:47:29.726 --> 00:47:30.487
They got in trouble.

00:47:30.507 --> 00:47:31.009
Yeah.

00:47:31.309 --> 00:47:31.789
Yeah, right.

00:47:31.829 --> 00:47:34.373
This was back in like I think Dick

00:47:34.393 --> 00:47:36.376
Cheney was like the host of SNL.

00:47:36.396 --> 00:47:38.097
This was like back in the George W.

00:47:38.117 --> 00:47:39.219
Bush, Dick Cheney years.

00:47:40.181 --> 00:47:41.882
And I think Dick Cheney was like the

00:47:42.003 --> 00:47:44.005
host or like a guest or something on

00:47:44.206 --> 00:47:44.586
SNL.

00:47:45.007 --> 00:47:47.451
And Rage was the musical act for Saturday

00:47:47.490 --> 00:47:48.532
Night Live that weekend.

00:47:49.193 --> 00:47:51.614
And they were they wanted to do something

00:47:51.653 --> 00:47:52.193
with the flag.

00:47:52.233 --> 00:47:53.894
I think they had the flag on the

00:47:53.974 --> 00:47:54.275
stage,

00:47:54.295 --> 00:47:55.835
but it was like upside down or something

00:47:55.894 --> 00:47:58.536
like to be to be like in protest

00:47:58.615 --> 00:48:02.757
and not liking the the the military stance

00:48:02.876 --> 00:48:05.257
of of Bush and Cheney.

00:48:05.277 --> 00:48:06.958
And obviously Cheney like ran a lot of

00:48:06.978 --> 00:48:07.139
that.

00:48:07.759 --> 00:48:10.239
So they did something and they got in

00:48:10.280 --> 00:48:11.119
trouble and all that.

00:48:11.139 --> 00:48:12.460
But it was like obviously it was in

00:48:12.481 --> 00:48:14.440
the headlines and they were never invited

00:48:14.460 --> 00:48:16.402
back to SNL ever again to perform.

00:48:17.434 --> 00:48:21.275
But they declared – they didn't say like

00:48:22.275 --> 00:48:24.516
we don't like structure and rules.

00:48:24.536 --> 00:48:26.177
Like they were specifically saying like we

00:48:26.197 --> 00:48:29.697
don't like certain politicians or policy.

00:48:30.237 --> 00:48:32.858
This thing that's going on, this is wrong.

00:48:33.818 --> 00:48:37.360
And the people that understood Rage

00:48:37.599 --> 00:48:39.101
Against the Machine and their stance,

00:48:39.721 --> 00:48:42.060
some people –

00:48:41.677 --> 00:48:44.878
It attracted people to their lyrics and

00:48:45.458 --> 00:48:47.641
the music and other people.

00:48:47.780 --> 00:48:49.181
And they didn't even have to necessarily

00:48:49.202 --> 00:48:49.702
like the music.

00:48:49.722 --> 00:48:51.543
It was more like they like the like

00:48:51.643 --> 00:48:52.543
Jerry Durham, obviously,

00:48:52.603 --> 00:48:53.965
like likes Rage Against the Machine.

00:48:54.284 --> 00:48:55.405
But then there's other people that would

00:48:55.885 --> 00:48:57.047
hate Rage Against the Machine.

00:48:57.606 --> 00:48:58.626
Regardless of the music,

00:48:58.907 --> 00:48:59.947
they would hate them because of their

00:49:00.128 --> 00:49:01.009
political stance.

00:49:01.409 --> 00:49:02.030
And that's the thing is.

00:49:03.050 --> 00:49:04.630
with a physical therapy practice what are

00:49:04.650 --> 00:49:06.773
some other ideas as we're riffing on this

00:49:07.072 --> 00:49:11.135
should it be a a localized or regional

00:49:11.235 --> 00:49:15.458
or national type of competitor that's

00:49:15.539 --> 00:49:17.239
that's that's pushing them down or holding

00:49:17.280 --> 00:49:18.920
them down or or perceived to be some

00:49:18.940 --> 00:49:20.601
type of thing in the way as opposed

00:49:20.621 --> 00:49:22.483
to pain which makes makes a lot of

00:49:22.523 --> 00:49:25.525
sense but it's like i mean everyone though

00:49:25.565 --> 00:49:26.266
jimmy everyone

00:49:27.099 --> 00:49:29.119
hates pain who likes pain who great that's

00:49:29.159 --> 00:49:30.860
a great it's a great business to be

00:49:30.920 --> 00:49:32.501
in then if everybody but here's the thing

00:49:32.541 --> 00:49:34.422
i know but but but you but but

00:49:34.581 --> 00:49:37.664
from from the the recent things in the

00:49:37.724 --> 00:49:39.324
news like the things that get the most

00:49:39.344 --> 00:49:41.085
headlines are when it's fifty percent

00:49:41.304 --> 00:49:43.126
fifty percent like polar opposites

00:49:43.405 --> 00:49:46.507
polarized pain is not polarizing everyone

00:49:46.927 --> 00:49:50.969
everyone hates pain right so you're raging

00:49:51.028 --> 00:49:52.610
against the fact that like why are you

00:49:52.690 --> 00:49:54.331
apathetic about trying to change your life

00:49:56.925 --> 00:49:57.606
I agree.

00:49:57.766 --> 00:49:58.847
I agree with Dave.

00:49:59.027 --> 00:50:00.867
I think that there needs to be like

00:50:01.028 --> 00:50:03.250
every country needs to have an enemy.

00:50:03.750 --> 00:50:06.572
Every team needs to have an adversary.

00:50:07.112 --> 00:50:09.293
Like this is just part of human nature.

00:50:09.333 --> 00:50:11.494
No matter how much we want to connect

00:50:11.534 --> 00:50:13.755
and relate and share flowers,

00:50:13.876 --> 00:50:15.217
we are always going to hate somebody.

00:50:15.257 --> 00:50:16.777
You're always going to find a reason to

00:50:16.818 --> 00:50:18.039
hate another community.

00:50:18.840 --> 00:50:21.021
to rally against that community.

00:50:21.663 --> 00:50:23.043
And this is part of it.

00:50:23.525 --> 00:50:24.865
It's manufactured.

00:50:24.905 --> 00:50:25.646
And a lot of times,

00:50:25.706 --> 00:50:27.369
even in real life, it's manufactured.

00:50:27.929 --> 00:50:29.891
I don't think a manufactured,

00:50:29.971 --> 00:50:32.813
we're against pain is the right solution.

00:50:33.554 --> 00:50:35.556
But also when I look at what's been

00:50:35.597 --> 00:50:36.458
tried and failed,

00:50:37.338 --> 00:50:39.081
I definitely don't think fighting against

00:50:39.240 --> 00:50:41.943
mill clinics is like that's not going to

00:50:41.983 --> 00:50:42.222
work.

00:50:42.684 --> 00:50:43.744
I don't think fighting against

00:50:43.784 --> 00:50:45.465
chiropractors is going to work.

00:50:45.846 --> 00:50:47.628
I don't think fighting against a lot of

00:50:47.648 --> 00:50:49.469
the things that have already been done.

00:50:50.931 --> 00:50:52.992
So now you're trying to find, OK,

00:50:53.213 --> 00:50:54.914
how do we how do we identify a

00:50:54.974 --> 00:50:56.496
community of individuals?

00:50:57.315 --> 00:50:57.956
It's like,

00:50:58.237 --> 00:51:01.780
is it people who feel good and feel

00:51:01.920 --> 00:51:03.961
smart because they're

00:51:04.346 --> 00:51:06.730
they're not doing pain medication or pain

00:51:06.769 --> 00:51:07.311
injections.

00:51:07.884 --> 00:51:11.005
You know, like, is the enemy the narcotic?

00:51:11.164 --> 00:51:13.045
Is the enemy the surgery?

00:51:13.126 --> 00:51:14.686
Is the enemy the injection?

00:51:15.226 --> 00:51:16.967
Is the enemy the person who thinks they

00:51:17.007 --> 00:51:18.148
want a quick fix?

00:51:18.809 --> 00:51:20.550
Even though probably your client would

00:51:20.570 --> 00:51:21.730
like a quick fix.

00:51:22.289 --> 00:51:23.090
But, you know,

00:51:23.150 --> 00:51:25.192
your client has tried that and it hasn't

00:51:25.251 --> 00:51:25.791
worked.

00:51:26.231 --> 00:51:28.432
So that group of people who want the

00:51:28.472 --> 00:51:29.753
quick fix, they're idiots.

00:51:29.773 --> 00:51:30.454
They're stupid.

00:51:30.474 --> 00:51:31.393
They're fooled.

00:51:31.454 --> 00:51:33.255
They're brainwashed into thinking that

00:51:33.315 --> 00:51:34.635
surgery is the solution.

00:51:35.275 --> 00:51:36.836
We know it's not.

00:51:36.996 --> 00:51:37.376
And so...

00:51:37.936 --> 00:51:39.438
If you really want to, you know,

00:51:39.518 --> 00:51:40.259
fight pain,

00:51:40.280 --> 00:51:42.001
we have to do it in this, like,

00:51:42.822 --> 00:51:46.065
long-term, drawn-out, lots of sessions,

00:51:46.105 --> 00:51:47.365
change your lifestyle.

00:51:47.505 --> 00:51:48.947
It's not an easy fix.

00:51:49.648 --> 00:51:49.929
Yeah.

00:51:50.949 --> 00:51:51.449
So, all right.

00:51:51.710 --> 00:51:52.891
Going down this line of, like,

00:51:53.052 --> 00:51:53.731
for every Batman,

00:51:53.751 --> 00:51:54.833
there needs to be a Joker,

00:51:54.994 --> 00:51:55.753
which is why, like,

00:51:55.813 --> 00:51:57.096
when people talk about comics, like,

00:51:57.135 --> 00:51:58.737
that's why Batman never killed Joker.

00:51:58.996 --> 00:51:59.958
He realized when he did,

00:52:00.239 --> 00:52:01.539
he wouldn't have anything to rage against,

00:52:01.579 --> 00:52:01.739
right?

00:52:02.963 --> 00:52:04.965
Who's the big – you have to name

00:52:04.985 --> 00:52:05.684
the scary.

00:52:05.724 --> 00:52:07.085
Wasn't that the other thing in the video?

00:52:07.865 --> 00:52:09.266
So who's the monopoly?

00:52:09.585 --> 00:52:10.007
I mean,

00:52:10.047 --> 00:52:12.847
you have to name – like saying outpatient

00:52:12.887 --> 00:52:14.967
male PT practices is – you might as

00:52:14.987 --> 00:52:17.489
well say that's what we call here at

00:52:17.528 --> 00:52:19.710
the show mayonnaise-flavored ice cream.

00:52:19.750 --> 00:52:21.570
Like what is – the average person is

00:52:21.590 --> 00:52:24.271
like male – what does that mean?

00:52:24.791 --> 00:52:26.213
So who's the big scary?

00:52:26.273 --> 00:52:27.052
They're –

00:52:27.112 --> 00:52:29.775
There isn't a Coke to the Pepsi like

00:52:30.195 --> 00:52:31.255
because they're all these.

00:52:32.115 --> 00:52:33.657
Even if a big place in New York

00:52:33.717 --> 00:52:34.016
City,

00:52:34.077 --> 00:52:36.257
I'm thinking if you're going to rage

00:52:36.297 --> 00:52:37.778
against a spear, a jag,

00:52:37.838 --> 00:52:39.760
are they big enough to be scary?

00:52:39.920 --> 00:52:42.822
They're not like they're still scrappy and

00:52:42.902 --> 00:52:43.603
small and growing.

00:52:43.643 --> 00:52:44.003
I don't know.

00:52:44.063 --> 00:52:45.103
Are they scary enough?

00:52:45.123 --> 00:52:46.204
Are they generic enough?

00:52:46.244 --> 00:52:47.023
I don't think they are.

00:52:47.385 --> 00:52:48.565
So this is where I think some of

00:52:48.585 --> 00:52:50.686
the messaging and I think it's in there.

00:52:51.367 --> 00:52:54.789
Like I look at young people who are,

00:52:54.889 --> 00:52:56.489
you know, moving towards socialism.

00:52:57.711 --> 00:52:59.655
And I think of the media and I

00:52:59.695 --> 00:53:01.195
think of the messaging and I think of

00:53:01.235 --> 00:53:03.018
what I'm hearing and I can understand the

00:53:03.057 --> 00:53:04.199
appeal on their side.

00:53:05.083 --> 00:53:06.322
But more than anything,

00:53:06.402 --> 00:53:08.844
what I realize is when I hear somebody

00:53:08.864 --> 00:53:10.505
say something that I agree with,

00:53:11.125 --> 00:53:12.085
it solidifies,

00:53:12.144 --> 00:53:15.545
it deepens my position on the individuals

00:53:15.565 --> 00:53:18.226
who see socialism as a solution are

00:53:18.367 --> 00:53:20.547
individuals that have never won in

00:53:20.608 --> 00:53:21.108
business.

00:53:21.507 --> 00:53:23.389
They've never been successful in business.

00:53:23.409 --> 00:53:25.509
They've never seen how capitalism works

00:53:25.588 --> 00:53:26.070
well.

00:53:26.690 --> 00:53:29.030
So, of course, we've all lost.

00:53:29.110 --> 00:53:30.871
We're going to go join the losing team

00:53:30.971 --> 00:53:32.831
and we're going to tear down the winning

00:53:32.871 --> 00:53:33.112
team.

00:53:33.791 --> 00:53:35.733
Like that messaging,

00:53:36.393 --> 00:53:38.273
regardless of where you fall on either

00:53:38.333 --> 00:53:38.773
side,

00:53:39.353 --> 00:53:41.994
the messaging is what solidifies the

00:53:42.034 --> 00:53:44.596
community of I'm a capitalist.

00:53:44.735 --> 00:53:45.615
I see success.

00:53:45.737 --> 00:53:47.617
I see raising people out of poverty.

00:53:47.757 --> 00:53:49.018
I see all of these things.

00:53:50.418 --> 00:53:53.579
I would take that comparison into ChatGPT

00:53:53.599 --> 00:53:55.822
and I would say, hey,

00:53:55.862 --> 00:53:57.342
help me find parallels.

00:53:57.742 --> 00:54:00.264
How can I bring this dichotomy from

00:54:00.463 --> 00:54:03.985
socialism and capitalism into my business

00:54:04.045 --> 00:54:04.367
model,

00:54:04.407 --> 00:54:06.668
which is I want to build a community

00:54:06.708 --> 00:54:09.630
around pain relief and I want to identify

00:54:10.090 --> 00:54:13.152
common beliefs and almost to the point of

00:54:13.251 --> 00:54:16.293
religion that people are so fanatic about.

00:54:17.188 --> 00:54:19.588
And I want to bring that back and

00:54:19.648 --> 00:54:22.829
forth into my communications.

00:54:22.849 --> 00:54:23.710
This is High Rocks.

00:54:23.731 --> 00:54:24.610
This is CrossFit.

00:54:25.190 --> 00:54:26.711
Think of who's done it well in fitness.

00:54:26.931 --> 00:54:28.893
This is Peloton, High Rocks, CrossFit.

00:54:30.833 --> 00:54:31.534
So let's play this game.

00:54:31.733 --> 00:54:33.494
Who's the enemy of High Rocks or CrossFit?

00:54:33.554 --> 00:54:36.416
Is it like inactivity or your former self?

00:54:36.996 --> 00:54:37.577
CrossFit,

00:54:38.137 --> 00:54:40.237
specifically from the original founder,

00:54:40.257 --> 00:54:40.577
CEO,

00:54:41.277 --> 00:54:43.538
He his enemy was everything else.

00:54:44.059 --> 00:54:47.139
Yoga, Pilates, regular regular, you know,

00:54:47.159 --> 00:54:48.480
planet fitness type gyms,

00:54:49.079 --> 00:54:50.739
literally everything else in the health

00:54:50.780 --> 00:54:51.519
and fitness world.

00:54:52.019 --> 00:54:52.760
He was in an interview.

00:54:52.800 --> 00:54:54.001
I think the interviewer asked, like,

00:54:54.021 --> 00:54:55.601
so is everything else that's been in the

00:54:55.641 --> 00:54:56.760
health and fitness space?

00:54:57.161 --> 00:54:58.181
Has that always been wrong?

00:54:58.260 --> 00:54:59.862
And he's like, yes, it's all been wrong.

00:54:59.902 --> 00:55:01.561
It's all it has been wrong and it

00:55:01.601 --> 00:55:02.382
is still wrong.

00:55:02.762 --> 00:55:03.963
And CrossFit is the only way now,

00:55:04.003 --> 00:55:04.362
of course.

00:55:04.402 --> 00:55:05.003
But here's the thing.

00:55:05.742 --> 00:55:08.023
he built a cult following that's going

00:55:08.063 --> 00:55:10.005
back to what we're talking about like he

00:55:10.065 --> 00:55:12.286
built a following of people that were like

00:55:13.045 --> 00:55:14.827
get up get obsessed with this style of

00:55:14.927 --> 00:55:16.568
exercise it's going to kind of tear you

00:55:16.588 --> 00:55:18.489
apart you're going to be sore and all

00:55:18.528 --> 00:55:20.610
that for way more than you ever were

00:55:20.630 --> 00:55:22.750
before and it attracted a certain type of

00:55:22.811 --> 00:55:23.150
person

00:55:24.318 --> 00:55:25.219
and everything else was wrong.

00:55:25.498 --> 00:55:26.079
I mean, that's,

00:55:26.360 --> 00:55:27.380
that's not always the best.

00:55:27.420 --> 00:55:28.762
I'm not saying do that with your physical

00:55:28.782 --> 00:55:30.704
therapy practice, but that was, uh,

00:55:30.724 --> 00:55:32.726
forget the guy's name, Steve or whatever.

00:55:32.766 --> 00:55:34.007
Glassman, Greg Glassman.

00:55:34.047 --> 00:55:34.327
Yes.

00:55:34.527 --> 00:55:34.947
Greg Glassman.

00:55:34.967 --> 00:55:35.449
That's it.

00:55:35.489 --> 00:55:35.648
Yeah.

00:55:35.688 --> 00:55:36.650
So that, that was his,

00:55:36.889 --> 00:55:37.891
that was his stance.

00:55:38.110 --> 00:55:39.353
Obviously he got into some trouble and no

00:55:39.373 --> 00:55:40.132
longer there and all that.

00:55:40.172 --> 00:55:41.675
And, and CrossFit has morphed,

00:55:41.735 --> 00:55:44.737
but I'm sure High Rocks is, um,

00:55:44.757 --> 00:55:46.199
High Rocks probably doesn't have,

00:55:46.679 --> 00:55:47.541
at least I haven't heard, like,

00:55:47.561 --> 00:55:48.601
I don't even know who founded it.

00:55:48.641 --> 00:55:48.742
So,

00:55:49.150 --> 00:55:51.032
I think their thing is more competition.

00:55:51.074 --> 00:55:52.175
They're like, we're CrossFit,

00:55:52.195 --> 00:55:53.597
but we do more.

00:55:53.637 --> 00:55:55.420
CrossFit used to do those things

00:55:55.460 --> 00:56:00.088
throughout the year, like litmus tests.

00:56:00.349 --> 00:56:01.692
I think High Rocks is more doing that.

00:56:02.306 --> 00:56:03.527
Let's do parting shots.

00:56:03.628 --> 00:56:05.710
My parting shot related to this topic.

00:56:06.150 --> 00:56:07.952
I think the challenge we're all going to

00:56:07.992 --> 00:56:10.454
have with something like this is none of

00:56:10.514 --> 00:56:11.554
us are that fanatic.

00:56:11.775 --> 00:56:12.594
There are a few.

00:56:12.956 --> 00:56:13.675
There are a few.

00:56:14.217 --> 00:56:16.117
But most of us don't look at what

00:56:16.157 --> 00:56:19.201
we do with a level of fanaticism that

00:56:19.240 --> 00:56:21.822
we are willing to die on the fire

00:56:22.023 --> 00:56:23.103
to like...

00:56:23.543 --> 00:56:25.644
push our agenda that hard,

00:56:26.125 --> 00:56:27.706
you have to be like,

00:56:27.885 --> 00:56:30.786
absolutely out of your mind thinking you

00:56:30.806 --> 00:56:32.748
have the solution and everybody else is

00:56:32.768 --> 00:56:33.068
wrong.

00:56:33.248 --> 00:56:35.148
And none of us are that kind of

00:56:35.188 --> 00:56:35.548
person.

00:56:36.068 --> 00:56:36.869
We're too logical.

00:56:37.708 --> 00:56:39.969
Yeah.

00:56:40.090 --> 00:56:41.550
I think my parting shot would be a

00:56:41.610 --> 00:56:43.911
question maybe for a future episode on it,

00:56:43.931 --> 00:56:44.311
which is,

00:56:44.871 --> 00:56:46.512
do you have to be that fanatical?

00:56:47.052 --> 00:56:48.273
Or could you engineer it?

00:56:49.213 --> 00:56:49.313
Oh,

00:56:50.775 --> 00:56:51.797
In that video you shared,

00:56:51.876 --> 00:56:53.358
they said all these cults,

00:56:53.659 --> 00:56:54.679
none of them are accidents.

00:56:55.501 --> 00:56:57.443
You don't stumble upon a cult by accident.

00:56:57.543 --> 00:56:58.684
It is engineered.

00:56:58.764 --> 00:56:59.764
It is designed.

00:57:00.706 --> 00:57:02.666
It needs to feel organic.

00:57:04.378 --> 00:57:06.300
I mean, that's just how it is.

00:57:06.880 --> 00:57:08.442
I'll go a little different direction.

00:57:08.561 --> 00:57:11.284
I'll say attention is an asset.

00:57:11.465 --> 00:57:13.447
The path used to be marketing.

00:57:13.947 --> 00:57:15.809
You bought, you could buy attention.

00:57:16.371 --> 00:57:16.951
Marketing,

00:57:17.791 --> 00:57:19.233
a hundred dollars in marketing would lead

00:57:19.253 --> 00:57:19.914
to sales.

00:57:20.594 --> 00:57:21.394
would lead to money.

00:57:22.175 --> 00:57:23.516
I think that's still the path,

00:57:23.556 --> 00:57:25.737
but before marketing is attention.

00:57:25.918 --> 00:57:27.378
Attention is an asset.

00:57:27.958 --> 00:57:29.940
Learn who you want to talk to and

00:57:29.980 --> 00:57:32.541
what they pay attention to and what they

00:57:32.621 --> 00:57:33.762
spend time with,

00:57:34.282 --> 00:57:35.342
and you'll be better off for it.

00:57:35.362 --> 00:57:36.242
We'll see you guys on Tuesday.

00:57:36.262 --> 00:57:36.903
Have a good weekend.

00:57:36.923 --> 00:57:38.505
Stay warm in New York and Ohio,

00:57:38.545 --> 00:57:39.224
wherever the hell you are.

00:57:39.485 --> 00:57:40.605
That's it.

00:57:40.625 --> 00:57:41.146
We're out.

00:57:41.166 --> 00:57:42.606
Boys, what the hell are you doing?

00:57:42.666 --> 00:57:45.467
Follow Tony Meritato on YouTube at Total

00:57:45.507 --> 00:57:46.547
Therapy Solution.

00:57:46.586 --> 00:57:47.588
Find Dave Kittle at

00:57:47.628 --> 00:57:50.809
conciergepainrelief.com and on YouTube at

00:57:50.849 --> 00:57:52.108
The Dave Kittle Show.

00:57:52.329 --> 00:57:55.490
And follow Jimmy McKay at PT Podcasts on

00:57:55.590 --> 00:57:56.630
YouTube, the socials,

00:57:56.731 --> 00:57:58.512
and wherever you binge podcasts you

00:57:58.552 --> 00:58:00.211
pretend are for CEUs.

00:58:00.512 --> 00:58:01.952
And hey, just a reminder,

00:58:02.432 --> 00:58:03.733
none of this was for advice.

00:58:03.753 --> 00:58:05.094
This was for entertainment only.

00:58:05.514 --> 00:58:06.914
Our lawyers say that counts.

00:58:06.994 --> 00:58:07.894
Thanks, Keith.