Beyond the PT Mill: Delivering Exceptional Value in Physical Therapy

WEBVTT

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All right, good Thursday morning to you.

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Welcome to PT Breakfast Club.

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I'm Jimmy McKay.

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Before we bring in my co-host,

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I want to set you up for

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what we're going to learn

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and talk about and argue about,

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then come to an agreement

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and then disagree and agree

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to disagree today.

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Association membership.

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I think the question is,

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what business are they actually in?

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We're going to go into an

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interaction we saw on the

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interwebs between an

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association and a non-member.

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I like to call them potential members.

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You don't have patients and non-patients.

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You have patients and potential patients.

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uh and the non-member got

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angry we'll set up what was

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it uh was it good business

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or a missed opportunity you

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get to kind of help us

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decide and in the back half

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of the show the b block we

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get to talk about I think

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signage how to build a

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brand how are we

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communicating this thing

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that we provide this service

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As physical therapists,

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I don't think we provide a

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product necessarily all the time.

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I think we provide a service.

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So that is the second half of the show.

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So without further ado,

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and everybody knows how much I love to do,

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let's start the show.

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And there we go.

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Good Thursday morning to you.

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I'm Jimmy McKay.

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That is Tony Meritato.

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He's this way.

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And all the way over there is Dave Kittle.

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Good morning, gentlemen.

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Good morning.

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Good morning.

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I'm two espressos deep.

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Just a warning.

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Just a warning label.

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This is like a warning label

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on the McDonald's coffee.

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Hot.

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Two espressos deep.

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And I was talking with a

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friend of the show, Skye Donovan,

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who was my... She hates when I say this.

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She was my professor.

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We're friends now.

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and just pinging ideas off each other.

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And I just could not write

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stuff down fast enough.

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And I think you should

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always have somebody in

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your life or multiple somebodies that are,

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I mean, she's a physical,

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she's a physical therapist professor,

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but also just, she's an academic.

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So it's different.

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So I'll bring something up and she's like,

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Oh,

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that's kind of like what we do it here.

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And I'm like, what do you mean?

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So she's similar, but different.

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And you just get these cool ideas.

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So ideas coming,

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you should have someone

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like that in your life.

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Do you guys have someone

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like that in your life?

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I mean,

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I feel like we're like that in each

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other's lives.

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I have Tony Maritato.

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And I've got Dave Kittle and Jimmy McKay.

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No, but I do.

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Yeah, I've got people like that.

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And I've got real people and

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I've got people on YouTube.

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You know,

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there are YouTubers that I go to

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to spark ideas and kind of

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get the juices flowing so

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that I can think better.

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I agree.

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You need to have that.

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It's this, you know,

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we complain a lot and it's not just us,

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man.

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You go to any other industry

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and they're like, we're stuck in a silo.

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And I'm like, right,

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because you keep asking

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people who are just like you.

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Like diversity,

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equity and inclusion wasn't

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just a thing to do.

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It was like that actually

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improves thought.

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Did you ever hear the story, you know, 3M?

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that company that made

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scotch tape yeah big deal I

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mean scotch tape one of the

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biggest technological

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advance and post-it notes

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one of the biggest

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technological advances post

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notes big one they had this

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and I'm pretty sure it's

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them someone please find

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the story because I learned

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about it in a marketing I

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think marketing or

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communications class years ago

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They were having a problem

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with some sort of fluid, dynamic,

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something with mining or something,

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and they kept bringing in

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experts who were experts in

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physics or mining,

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and they kept getting the same results.

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So then this smart guy at 3M was like,

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how much is this problem costing us?

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And they were like, a million dollars.

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And they're like, okay.

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So he built a website.

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This is early internet.

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This is how forward thinking

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this dude was and how risky

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because all of his colleagues were like,

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do not do this.

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He essentially put up a

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website just to expose the

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database and said,

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here's 50 problems 3M is

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having right now.

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Fully open source described

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the problem and then put

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price tags on them.

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And was like,

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if you can help us solve this problem,

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it's worth $50,000.

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Because he was like,

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the problem's worth a million dollars.

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$50,000 is a lot.

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And then, of course,

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he got answers from like

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goat farmers or people who

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crochet or a guy who makes

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donuts or whatever.

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And that's where the

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advancements came from.

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So I think that was a

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business way of this guy saying,

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if I outsource problem solving,

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that would be a really good idea.

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So he did that.

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But YouTube is the modern version of that,

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is you can find things that

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don't make sense,

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and that's when they make complete sense.

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All right,

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let's get to our first topic today,

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as I teased in the opener.

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We won't show the graphic,

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because we're not going to

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reveal who these people are, Tony.

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But you and I belong to groups,

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and we do this.

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We do this.

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We voyeuristically watch YouTube.

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And then you do this too, I think.

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I do it is I poke.

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I'll be like, why is that in the chat?

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Because I want to know your reasoning.

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I also want to know what other people,

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I want other people to chime in, right?

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So describe the interaction,

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then we'll dig into what we

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think about it.

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Before I do, though, you mentioned 3M,

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you mentioned post-it notes,

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and you mentioned things

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that don't make sense.

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It triggered a memory that I

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had completely forgotten about.

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Do you guys remember this movie,

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Romy and Michelle's High School Reunion?

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It was Phoebe from Friends.

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Phoebe from Friends.

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She said she invented post-it notes.

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Oh, yeah.

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When she went back to high school.

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As soon as you said post-it notes,

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I was like, wait,

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was that a Seinfeld episode?

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And I Googled it real quick,

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and then it took me to that.

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who's gonna who's gonna

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check you pre-internet

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right who's gonna check you

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we used to do this game

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where like when we would go

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out with a group of dudes

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uh to talk to females

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sometimes we get boring

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because females don't

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always want to talk to

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idiot guys like me so we

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would give each other

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personas you'd you'd give a

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friend a name and their job

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and then you had to be you

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had to all in be that uh so

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my go-to name my friend I

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would always be chip

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And then it would be like,

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I was a forensic meteorologist.

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And like, what does that mean?

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I had to come up with a

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backstory of what that was.

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But all right, let's keep going.

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It's down to us.

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So we didn't bring Dave in

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on this original conversation,

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so this might be all fresh for him.

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But I was in one of the

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Facebook groups last night

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and I'm reading and

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somebody had asked a question.

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And as I scroll through,

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somebody from a state association, right,

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physical therapy

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association for a particular state.

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um they they said gosh I

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wish I could remember but

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somebody had a question

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about regulation and

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somebody had said call the

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state and this person said

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that they were not a member

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but they called the state

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and somebody who was a vp

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of this state organization

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chimed in and said you know

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something about membership

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and encouraging membership

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and long story short comes

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down to I said they said

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they didn't get an answer

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to their question

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And the VP of this state

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organization said something.

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And I was like, well,

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what happens when people

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aren't members and they

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call with questions?

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And just like what I just shared,

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it triggered a memory from

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like 20 years ago.

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I remember being in Florida, Sarasota.

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I was not a member of the

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state organization.

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I called the state to ask a

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question about regulation

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because I was like, I don't know.

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We're brand new practice.

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We don't understand a lot of this stuff.

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I need help.

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Zero help.

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And so to quote,

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and I'm going to grab

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exactly what was said.

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I just couldn't believe it.

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I was shocked.

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I was like, I am a physical therapist.

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You are the Florida Physical

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Therapy Association.

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Are you seriously not going

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to answer my question?

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Because I'm not a member of

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the state organization.

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So are you looking for that?

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Do you want me to talk to

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this particular person?

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I said,

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what happens when a non-member

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calls with a question?

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They said, quote,

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they are advised of the

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benefits of membership.

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So essentially, hey, I have a question.

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Are you a member?

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No.

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And their response was, well,

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let me talk to you about this membership.

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Now, hold on a second.

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I can see this from both sides.

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So I'm going to put myself in the middle.

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But I think you guys are

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probably both on the same side, right?

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So I'm going to put myself back on there.

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So I can see it from both

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sides in terms of

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So what do you think they

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should have done?

00:08:21.954 --> 00:08:22.935
I'll do this in questions

00:08:22.975 --> 00:08:23.595
and not statements.

00:08:23.795 --> 00:08:24.435
So what do you think?

00:08:24.495 --> 00:08:24.975
And I know,

00:08:25.255 --> 00:08:26.677
I know Jimmy is a huge fan of

00:08:26.877 --> 00:08:27.757
organizations,

00:08:27.819 --> 00:08:29.060
the state run organizations,

00:08:29.079 --> 00:08:30.380
the APTA organization.

00:08:30.401 --> 00:08:31.261
I'm indifferent.

00:08:31.341 --> 00:08:31.901
I'm in the middle.

00:08:31.961 --> 00:08:32.481
I don't care.

00:08:33.663 --> 00:08:35.144
But when I look at this, it's like,

00:08:35.585 --> 00:08:36.605
this is the idea.

00:08:36.645 --> 00:08:37.527
This is the mindset.

00:08:37.547 --> 00:08:39.268
This is the culture of business in 1972.

00:08:40.129 --> 00:08:43.331
You know, it's like very adverse.

00:08:43.652 --> 00:08:44.913
It's them against us.

00:08:44.972 --> 00:08:45.793
We're not going to give away

00:08:45.852 --> 00:08:46.813
any of our secrets.

00:08:46.854 --> 00:08:48.475
This is all protected information.

00:08:49.216 --> 00:08:51.197
And we live in 2024.

00:08:51.378 --> 00:08:53.000
Every one of us, the three of us,

00:08:53.080 --> 00:08:55.663
give every single potential

00:08:55.702 --> 00:08:57.845
piece of beneficial information we have.

00:08:58.365 --> 00:09:00.587
I will tell anyone anything to help them.

00:09:00.607 --> 00:09:02.429
I don't care if they're a customer of mine,

00:09:02.450 --> 00:09:03.630
a student of mine, whatever.

00:09:04.392 --> 00:09:05.533
Same thing if a patient called.

00:09:05.572 --> 00:09:07.433
If a patient called to ask

00:09:07.533 --> 00:09:08.995
about their low back pain,

00:09:09.355 --> 00:09:10.716
we would tell them anything

00:09:10.756 --> 00:09:12.457
they want to know and resolve it.

00:09:12.918 --> 00:09:14.960
And then if they became a client of ours,

00:09:15.220 --> 00:09:15.539
awesome.

00:09:15.659 --> 00:09:16.341
If they didn't,

00:09:16.561 --> 00:09:17.662
even better because now

00:09:17.701 --> 00:09:18.822
they have the resources and

00:09:18.841 --> 00:09:19.802
the information they need.

00:09:20.123 --> 00:09:20.583
Hold on a second.

00:09:22.024 --> 00:09:22.504
I agree.

00:09:22.524 --> 00:09:23.125
I'm in the middle.

00:09:23.985 --> 00:09:24.946
I think there's nuance here.

00:09:25.046 --> 00:09:26.145
You said if a patient calls,

00:09:26.285 --> 00:09:26.947
so that's somebody who has

00:09:26.966 --> 00:09:27.846
a relationship with you.

00:09:28.027 --> 00:09:28.907
So is that similar to saying

00:09:28.947 --> 00:09:29.807
if a member calls?

00:09:30.048 --> 00:09:31.107
Let's say a prospect.

00:09:31.168 --> 00:09:34.289
If a prospect calls, no relationship.

00:09:34.629 --> 00:09:35.610
So now let me ask you this.

00:09:35.649 --> 00:09:36.750
Let's use that same analogy.

00:09:37.171 --> 00:09:38.471
A prospect calls and they

00:09:38.490 --> 00:09:39.292
have a quick question.

00:09:39.392 --> 00:09:40.371
Tony's like, no problem.

00:09:40.392 --> 00:09:41.153
Let's bang this out.

00:09:41.352 --> 00:09:41.753
That's cool.

00:09:43.394 --> 00:09:44.494
Is that a fair parallel to

00:09:44.514 --> 00:09:45.134
what happened here?

00:09:45.173 --> 00:09:46.414
They have a question that we can...

00:09:47.225 --> 00:09:48.306
we can reasonably assume

00:09:48.326 --> 00:09:49.567
would take less than five

00:09:49.606 --> 00:09:51.427
minutes to answer or to walk through.

00:09:51.727 --> 00:09:51.988
Okay.

00:09:52.469 --> 00:09:53.509
What if that person had a

00:09:53.568 --> 00:09:55.431
question that required the

00:09:55.471 --> 00:09:57.652
PT or the state association

00:09:57.692 --> 00:09:59.753
person to do work, to sit down,

00:09:59.812 --> 00:10:00.594
to look at a bunch of

00:10:00.634 --> 00:10:02.434
documents and actually give

00:10:02.475 --> 00:10:03.235
a good practice.

00:10:03.395 --> 00:10:04.115
So let's say it was going to

00:10:04.155 --> 00:10:05.397
be an hour's worth of time.

00:10:05.657 --> 00:10:06.738
Would that be a fair thing

00:10:06.758 --> 00:10:07.639
to give away for free?

00:10:07.658 --> 00:10:09.659
Would you say, yeah, PT in my clinic,

00:10:09.779 --> 00:10:10.299
you know, go,

00:10:10.421 --> 00:10:11.660
go treat that person for an

00:10:11.701 --> 00:10:13.482
hour because Hey, if that hour,

00:10:13.883 --> 00:10:15.803
they might be a client for life.

00:10:15.923 --> 00:10:16.825
Is that a fair, like,

00:10:17.365 --> 00:10:18.004
Is that a fair thing?

00:10:18.826 --> 00:10:19.605
I'm going to say it depends

00:10:19.666 --> 00:10:21.868
on the value of the exchange here.

00:10:21.947 --> 00:10:23.729
So in this situation,

00:10:24.489 --> 00:10:25.830
if I'm calling my local

00:10:26.009 --> 00:10:28.350
Ohio physical therapy association,

00:10:28.410 --> 00:10:30.292
it's going to take an hour consultation,

00:10:30.312 --> 00:10:30.932
a hundred percent.

00:10:30.972 --> 00:10:31.873
I'm going to pay for it.

00:10:32.253 --> 00:10:33.514
I'll join the membership.

00:10:33.614 --> 00:10:34.254
I'll do whatever.

00:10:35.934 --> 00:10:37.176
But then I look at that too.

00:10:37.235 --> 00:10:38.996
And I'm like, well, going back to me,

00:10:39.017 --> 00:10:40.798
I put out thousands of

00:10:40.817 --> 00:10:43.058
videos that answer

00:10:43.158 --> 00:10:44.139
questions that would take

00:10:44.179 --> 00:10:45.179
me longer than a couple

00:10:45.200 --> 00:10:46.020
minutes over the phone.

00:10:46.940 --> 00:10:50.461
but don't absolutely require my expertise.

00:10:50.621 --> 00:10:53.903
And I go back to the APTA website, right?

00:10:53.943 --> 00:10:54.924
There are so many times

00:10:54.945 --> 00:10:56.566
where I'm looking for information,

00:10:57.245 --> 00:10:58.366
they're optimized,

00:10:58.407 --> 00:11:00.067
they're ranking number one in Google.

00:11:00.227 --> 00:11:01.328
I click on the site,

00:11:01.408 --> 00:11:02.609
I get the first paragraph

00:11:02.668 --> 00:11:04.269
and then the rest is behind a paywall.

00:11:04.791 --> 00:11:07.131
And what irks me more than anything is,

00:11:07.491 --> 00:11:08.653
so then it says join

00:11:09.232 --> 00:11:10.134
something and it's like

00:11:10.293 --> 00:11:11.934
free and then you click and

00:11:11.955 --> 00:11:12.595
then it's like, oh no,

00:11:12.654 --> 00:11:13.436
it's free for members.

00:11:14.775 --> 00:11:16.336
It drives me crazy.

00:11:16.537 --> 00:11:18.817
One of these days, I will go through,

00:11:19.298 --> 00:11:20.318
I'll read all of their

00:11:20.359 --> 00:11:21.879
headlines that are behind a paywall,

00:11:21.918 --> 00:11:22.960
and I will answer all of

00:11:23.019 --> 00:11:23.899
those questions and make

00:11:23.940 --> 00:11:25.380
that information public for

00:11:25.561 --> 00:11:27.321
truly for free.

00:11:27.360 --> 00:11:28.942
That is a devious strategy.

00:11:29.481 --> 00:11:29.741
Dave,

00:11:29.782 --> 00:11:30.702
I need you to chime in because you

00:11:30.722 --> 00:11:31.003
haven't yet.

00:11:31.921 --> 00:11:34.722
So I had some initial visceral reaction.

00:11:34.783 --> 00:11:35.844
I'm trying to just cool it down.

00:11:35.864 --> 00:11:37.884
I want to I want to I'm glad Tony got to,

00:11:38.024 --> 00:11:39.485
you know, reply first.

00:11:39.525 --> 00:11:40.886
But my sentiment,

00:11:41.226 --> 00:11:42.827
I'll say like this comment

00:11:42.847 --> 00:11:43.828
from Cameron Dennis.

00:11:43.849 --> 00:11:47.672
So he said the OPTA wouldn't

00:11:47.731 --> 00:11:48.652
answer this question.

00:11:49.773 --> 00:11:50.714
What would I say, Ohio?

00:11:51.153 --> 00:11:52.554
Yeah, no, I'm saying it's Ohio.

00:11:53.256 --> 00:11:53.397
Yeah.

00:11:53.657 --> 00:11:55.077
So they wouldn't answer his

00:11:55.118 --> 00:11:56.197
questions during COVID

00:11:56.258 --> 00:11:57.359
because he wasn't a member.

00:11:58.038 --> 00:12:01.259
That specifically is preposterous.

00:12:01.580 --> 00:12:02.539
Like, OK,

00:12:02.821 --> 00:12:03.921
maybe you got a question about

00:12:04.000 --> 00:12:05.421
private practice and they're like, hey,

00:12:05.461 --> 00:12:06.761
you should kind of be a member.

00:12:07.522 --> 00:12:08.403
And, you know,

00:12:08.883 --> 00:12:11.183
there's very experienced

00:12:11.224 --> 00:12:12.984
people to answer that or whatever.

00:12:13.144 --> 00:12:13.845
And it takes time.

00:12:14.904 --> 00:12:15.845
That's specifically the

00:12:15.865 --> 00:12:16.985
thing about COVID that like

00:12:17.145 --> 00:12:18.066
that just because they

00:12:18.086 --> 00:12:20.346
already had this approach before.

00:12:20.580 --> 00:12:22.020
Where they're like, we're not going to,

00:12:22.041 --> 00:12:22.260
you know,

00:12:22.280 --> 00:12:23.400
we're not going to provide any

00:12:23.480 --> 00:12:25.642
resources or help or support or anything,

00:12:26.062 --> 00:12:26.761
unless you're a member.

00:12:28.003 --> 00:12:28.763
Even something like that,

00:12:28.822 --> 00:12:29.982
where it's like patient safety,

00:12:30.644 --> 00:12:32.443
therapist safety, you know,

00:12:32.504 --> 00:12:34.044
best practices in a time

00:12:34.085 --> 00:12:35.544
where there was a ton of uncertainty.

00:12:35.585 --> 00:12:36.586
We didn't know what was going on,

00:12:36.846 --> 00:12:38.145
what we should do,

00:12:38.285 --> 00:12:40.206
protective barriers and whatnot.

00:12:40.386 --> 00:12:41.386
all this type of stuff going

00:12:41.447 --> 00:12:43.268
on and they can't even

00:12:43.508 --> 00:12:45.688
provide any support or even

00:12:45.769 --> 00:12:46.929
at the very least kind of

00:12:46.950 --> 00:12:47.889
what tony was hinting at

00:12:48.309 --> 00:12:50.030
was how come any of these

00:12:50.211 --> 00:12:51.591
abta chapters state

00:12:51.610 --> 00:12:53.392
chapters whatever how come

00:12:53.731 --> 00:12:54.751
and they probably don't you

00:12:54.772 --> 00:12:55.633
guys can correct me if they

00:12:55.653 --> 00:12:57.332
do have a youtube channel

00:12:57.472 --> 00:12:58.214
answering a lot of these

00:12:58.254 --> 00:12:59.134
common questions so that

00:12:59.193 --> 00:13:00.615
then when you know the

00:13:00.654 --> 00:13:02.215
question of the kansas uh

00:13:02.274 --> 00:13:03.655
or did we not say the state

00:13:03.676 --> 00:13:04.475
and I actually just blew it

00:13:04.515 --> 00:13:06.636
up the state you know

00:13:08.138 --> 00:13:09.999
the private, the chapter,

00:13:10.599 --> 00:13:12.360
how come they don't have a

00:13:12.380 --> 00:13:13.461
YouTube channel answering a

00:13:13.500 --> 00:13:14.121
lot of these common

00:13:14.162 --> 00:13:15.663
questions to then funnel

00:13:16.143 --> 00:13:18.384
people into more membership

00:13:18.445 --> 00:13:20.865
because you can build more know, like,

00:13:20.926 --> 00:13:22.486
and trust with more physical therapists.

00:13:22.506 --> 00:13:24.288
But I agree a hundred percent with Tony,

00:13:25.188 --> 00:13:27.671
these blog articles behind a paywall,

00:13:28.051 --> 00:13:28.731
come on.

00:13:28.792 --> 00:13:29.491
Like, okay.

00:13:29.772 --> 00:13:31.452
It's kind of nuanced information.

00:13:31.553 --> 00:13:33.455
It's, it is valuable to some extent,

00:13:33.794 --> 00:13:34.655
but it's also like,

00:13:35.908 --> 00:13:36.950
there's like Tony said,

00:13:36.970 --> 00:13:38.850
there's like this adversarial approach.

00:13:39.552 --> 00:13:40.312
So no wonder,

00:13:41.273 --> 00:13:42.192
no wonder there's such low

00:13:42.234 --> 00:13:43.995
membership and the APTA in

00:13:44.075 --> 00:13:45.095
general from all the

00:13:45.134 --> 00:13:45.956
different groups and all

00:13:45.975 --> 00:13:46.596
the different states and

00:13:46.615 --> 00:13:48.037
all that have had a

00:13:48.096 --> 00:13:49.677
challenge with getting

00:13:49.717 --> 00:13:50.879
physical therapists or even

00:13:50.918 --> 00:13:53.000
PTAs to pay for membership.

00:13:53.041 --> 00:13:54.942
And I don't know the number offhand.

00:13:54.961 --> 00:13:56.883
Maybe Jimmy can ask his buddy,

00:13:56.903 --> 00:13:57.923
Scott Gardner at United

00:13:57.964 --> 00:13:59.085
Physical Therapy Association,

00:14:00.365 --> 00:14:02.567
what the breakdown is of

00:14:02.746 --> 00:14:05.229
total members that are APTA members,

00:14:05.808 --> 00:14:06.769
abta members that are

00:14:06.909 --> 00:14:08.250
physical therapists ptas

00:14:08.291 --> 00:14:09.893
whatever and if it's I

00:14:09.913 --> 00:14:11.553
don't know 10 or 20 percent

00:14:11.594 --> 00:14:13.916
of the entire nation I

00:14:13.936 --> 00:14:15.076
believe it's a third I

00:14:15.096 --> 00:14:16.177
think a third of people are

00:14:16.217 --> 00:14:18.820
apta members which I mean I

00:14:19.059 --> 00:14:20.400
don't I have no idea what

00:14:20.421 --> 00:14:21.902
it is compared to I don't

00:14:21.942 --> 00:14:24.384
know in medicine or cairo

00:14:24.725 --> 00:14:27.287
or acquire it for licensure

00:14:27.366 --> 00:14:30.528
pt doesn't I believe so you

00:14:30.568 --> 00:14:31.649
have to be a man yeah

00:14:33.682 --> 00:14:34.062
I'm curious,

00:14:34.342 --> 00:14:36.784
the ones that do not require it, whatever,

00:14:37.004 --> 00:14:38.325
profession, industry, whatever,

00:14:38.544 --> 00:14:39.645
the ones that don't require it,

00:14:39.666 --> 00:14:41.866
I'm curious how many of the

00:14:41.907 --> 00:14:43.888
other ones are around 50%

00:14:43.888 --> 00:14:46.028
membership or above 50%.

00:14:46.028 --> 00:14:46.548
But anyway,

00:14:47.409 --> 00:14:48.650
my response is the same as Tony's.

00:14:49.051 --> 00:14:49.211
Yeah.

00:14:49.691 --> 00:14:51.532
So I think you both walked

00:14:51.611 --> 00:14:52.412
right into my trap.

00:14:53.472 --> 00:14:55.673
And my trap was, I agree with both sides.

00:14:56.654 --> 00:14:57.215
I am in the middle.

00:14:58.855 --> 00:14:59.135
Here's why.

00:15:00.373 --> 00:15:01.854
I think associations,

00:15:01.894 --> 00:15:03.234
and this is why I think the

00:15:03.274 --> 00:15:04.554
people that we talked about the other day,

00:15:04.595 --> 00:15:05.634
Scott Gardner,

00:15:05.794 --> 00:15:06.674
I've been asking them

00:15:06.754 --> 00:15:07.735
questions and they've been

00:15:07.755 --> 00:15:08.836
taking it like I'm trying

00:15:08.875 --> 00:15:10.817
to disagree with them.

00:15:11.817 --> 00:15:12.817
What I'm trying to do,

00:15:13.197 --> 00:15:13.758
and I work with

00:15:13.798 --> 00:15:15.678
associations and organizations,

00:15:16.558 --> 00:15:18.099
I think they have a problem.

00:15:18.198 --> 00:15:19.059
They have an identity problem.

00:15:19.080 --> 00:15:19.940
They don't understand what

00:15:19.980 --> 00:15:20.480
business they're in.

00:15:22.000 --> 00:15:23.301
I think everything you're saying is right.

00:15:24.062 --> 00:15:24.522
I think they...

00:15:25.500 --> 00:15:27.562
are in a 1970s model in a

00:15:27.562 --> 00:15:31.264
2024 world where what value

00:15:31.345 --> 00:15:32.846
do I have from that I work

00:15:32.866 --> 00:15:33.947
with it gets really

00:15:33.986 --> 00:15:34.868
uncomfortable sometimes

00:15:34.908 --> 00:15:36.009
when I sit down with a with

00:15:36.048 --> 00:15:37.029
a board of directors a

00:15:37.070 --> 00:15:38.149
group of board of directors

00:15:38.730 --> 00:15:39.831
and I'm like and I bring up

00:15:39.971 --> 00:15:41.732
and I love me some pyramids

00:15:42.133 --> 00:15:43.553
I bring up this pyramid and

00:15:43.573 --> 00:15:44.294
I go great we're gonna do

00:15:44.335 --> 00:15:46.076
an exercise and the

00:15:46.135 --> 00:15:47.116
exercise is you're gonna

00:15:47.157 --> 00:15:48.077
tell me the value you

00:15:48.097 --> 00:15:50.359
provide and they go but we

00:15:50.500 --> 00:15:52.061
provide networking and I'm

00:15:52.081 --> 00:15:53.782
like okay where

00:15:54.260 --> 00:15:55.643
And they're like, in our organization.

00:15:55.822 --> 00:15:59.287
And I'm like, but if I'm in Ohio,

00:15:59.866 --> 00:16:02.149
do I go to the headquarters every day?

00:16:02.409 --> 00:16:02.551
No,

00:16:02.971 --> 00:16:04.231
I probably never go to the headquarters.

00:16:04.572 --> 00:16:05.693
So where's the networking?

00:16:05.754 --> 00:16:06.835
Well, we connect you with members.

00:16:07.035 --> 00:16:07.296
Where?

00:16:09.057 --> 00:16:09.798
We send emails.

00:16:10.019 --> 00:16:11.279
I'm like, that's not networking.

00:16:11.441 --> 00:16:12.381
Have you been to Twitter?

00:16:14.591 --> 00:16:15.272
They don't need you.

00:16:15.292 --> 00:16:15.951
So what I'm saying is

00:16:16.072 --> 00:16:17.972
barriers have been removed

00:16:18.452 --> 00:16:20.033
that in the 1980s,

00:16:20.533 --> 00:16:21.474
there was a tremendous

00:16:21.533 --> 00:16:22.554
value in being a member

00:16:22.595 --> 00:16:24.215
because that one newsletter

00:16:24.274 --> 00:16:25.816
you got quarterly was the

00:16:26.096 --> 00:16:27.416
only connection you had to

00:16:27.436 --> 00:16:28.517
what was going on in the world.

00:16:28.897 --> 00:16:30.418
My friends, it's not that way anymore.

00:16:31.238 --> 00:16:32.158
It's not that way anymore

00:16:32.578 --> 00:16:33.458
because individual

00:16:33.499 --> 00:16:34.899
practitioners have larger

00:16:34.940 --> 00:16:36.581
YouTube followings that are

00:16:36.620 --> 00:16:37.881
specifically clinician

00:16:37.922 --> 00:16:39.822
facing than associations do.

00:16:40.503 --> 00:16:41.884
So my question is constantly,

00:16:42.063 --> 00:16:43.764
what business are you actually in?

00:16:44.065 --> 00:16:45.004
So if you think you're in

00:16:45.044 --> 00:16:46.346
the gating information

00:16:46.365 --> 00:16:47.927
business that if someone calls,

00:16:48.586 --> 00:16:50.107
don't give them the ICD-10 code.

00:16:50.168 --> 00:16:51.389
Don't walk them through how to do this.

00:16:52.405 --> 00:16:53.768
If that's the business you think you're in,

00:16:54.450 --> 00:16:55.490
you are in trouble because

00:16:55.510 --> 00:16:57.173
in a couple of years, I got news for you.

00:16:57.495 --> 00:16:58.897
You're not going to exist.

00:16:59.298 --> 00:17:00.078
That's an uncomfortable

00:17:00.119 --> 00:17:01.221
thing to say to people in

00:17:01.301 --> 00:17:02.283
charge of an organization.

00:17:03.243 --> 00:17:04.282
but that's why you get paid.

00:17:04.682 --> 00:17:05.423
I don't get paid to come in

00:17:05.463 --> 00:17:06.023
here and tell you that

00:17:06.044 --> 00:17:06.763
you're doing a good job.

00:17:07.064 --> 00:17:08.403
So I think association,

00:17:08.423 --> 00:17:09.464
you have to understand what

00:17:09.565 --> 00:17:11.144
business you're in because

00:17:11.224 --> 00:17:13.046
I agree they probably

00:17:13.066 --> 00:17:13.605
should have given that

00:17:13.645 --> 00:17:14.645
information because that's

00:17:14.846 --> 00:17:15.645
one good exposure.

00:17:15.925 --> 00:17:17.047
Do I expect that person to

00:17:17.067 --> 00:17:17.807
then flip and become a

00:17:17.846 --> 00:17:18.586
member that minute?

00:17:19.166 --> 00:17:21.587
No, because it takes a while, right?

00:17:21.607 --> 00:17:22.347
You have one good

00:17:22.448 --> 00:17:23.288
interaction with someone

00:17:23.307 --> 00:17:24.269
and you buy the car?

00:17:24.288 --> 00:17:24.328
No,

00:17:25.969 --> 00:17:28.990
because the relationship is a

00:17:29.029 --> 00:17:29.609
relationship.

00:17:29.730 --> 00:17:30.911
That's what business you're in.

00:17:30.951 --> 00:17:32.371
You're in a relationship business.

00:17:32.981 --> 00:17:34.509
So they come to you and they say, Jimmy,

00:17:34.529 --> 00:17:35.757
tell us what business we're in.

00:17:37.215 --> 00:17:37.756
What do you say?

00:17:38.557 --> 00:17:38.957
You tell me.

00:17:39.336 --> 00:17:40.356
You're the organization.

00:17:40.897 --> 00:17:42.278
And then I go through,

00:17:42.698 --> 00:17:43.979
what are your bads and goods?

00:17:44.439 --> 00:17:45.539
Let's look around the room.

00:17:45.640 --> 00:17:47.240
In radio, we used to do this all the time.

00:17:47.359 --> 00:17:48.340
I liked being in radio.

00:17:48.361 --> 00:17:49.000
It wasn't TV.

00:17:49.020 --> 00:17:49.740
We had no budget.

00:17:50.122 --> 00:17:50.942
We had to break open the

00:17:50.961 --> 00:17:52.542
prize closet and look at

00:17:52.603 --> 00:17:53.383
what stuff was in there.

00:17:53.403 --> 00:17:54.083
I got news for you.

00:17:54.522 --> 00:17:55.564
The prize closet at a radio

00:17:55.584 --> 00:17:56.683
station is not as glamorous

00:17:56.723 --> 00:17:58.404
as you think it is.

00:17:58.924 --> 00:18:01.046
But it forced us to look at what we had.

00:18:01.645 --> 00:18:02.547
I was in radio.

00:18:03.516 --> 00:18:04.997
When iTunes first came out,

00:18:05.076 --> 00:18:06.436
when streaming first began,

00:18:06.477 --> 00:18:07.157
I looked at my boss.

00:18:07.178 --> 00:18:08.038
I'm like, we're in trouble.

00:18:08.097 --> 00:18:08.377
He goes,

00:18:08.778 --> 00:18:09.999
understand what business we're in.

00:18:10.699 --> 00:18:12.619
We're in the companionship business.

00:18:13.039 --> 00:18:15.921
We are with you all day

00:18:15.980 --> 00:18:18.382
during your job business.

00:18:18.823 --> 00:18:20.383
So we understood that we

00:18:20.762 --> 00:18:21.844
were the only person with

00:18:21.864 --> 00:18:22.824
the Pearl Jam CD.

00:18:23.805 --> 00:18:24.805
Because if you sat around

00:18:25.045 --> 00:18:25.424
and you were like,

00:18:25.464 --> 00:18:26.286
I want to hear that special

00:18:26.326 --> 00:18:27.605
Pearl Jam song, the deep cut,

00:18:27.625 --> 00:18:28.287
you're not going to get it

00:18:28.307 --> 00:18:29.207
at the radio station.

00:18:29.547 --> 00:18:30.367
So we tried to understand

00:18:30.387 --> 00:18:31.268
what business that we're in.

00:18:32.248 --> 00:18:33.508
I think they're the making

00:18:34.028 --> 00:18:35.868
me a better clinician business.

00:18:35.929 --> 00:18:37.328
I think you're in my making

00:18:37.409 --> 00:18:38.608
sure I'm being a better

00:18:39.108 --> 00:18:39.868
practitioner business.

00:18:39.969 --> 00:18:41.009
I think this interaction

00:18:41.089 --> 00:18:42.029
highlights exactly what

00:18:42.069 --> 00:18:42.990
business they could be in,

00:18:43.349 --> 00:18:43.789
but they're not.

00:18:44.109 --> 00:18:45.269
They're in the membership business.

00:18:46.050 --> 00:18:46.770
I need you to be in the

00:18:46.830 --> 00:18:48.310
making Jimmy McKay better business.

00:18:49.030 --> 00:18:49.750
What are your thoughts on that?

00:18:50.612 --> 00:18:51.352
What do you think, Dave?

00:18:53.632 --> 00:18:54.832
I just had a little Wi-Fi lag,

00:18:54.852 --> 00:18:55.873
but I hear it now.

00:18:56.252 --> 00:18:56.272
I...

00:18:59.200 --> 00:19:00.861
I think they need to listen to this.

00:19:00.980 --> 00:19:01.641
I think they need to

00:19:01.760 --> 00:19:04.602
consider listening to

00:19:05.281 --> 00:19:07.103
members and maybe even

00:19:07.123 --> 00:19:08.423
non-members as challenged

00:19:08.542 --> 00:19:09.303
as that might be.

00:19:09.323 --> 00:19:16.085
They're just not, I don't know.

00:19:16.105 --> 00:19:16.425
They're just,

00:19:16.605 --> 00:19:17.546
they're not in the business

00:19:18.026 --> 00:19:18.945
that they think they're in.

00:19:19.326 --> 00:19:23.228
And maybe content.

00:19:23.268 --> 00:19:23.607
I don't know.

00:19:23.647 --> 00:19:24.127
I don't know what's,

00:19:24.307 --> 00:19:26.648
what's ultimately it's got to think,

00:19:26.709 --> 00:19:26.949
I think,

00:19:28.465 --> 00:19:29.307
How can they evolve?

00:19:29.366 --> 00:19:30.347
Do they want to evolve?

00:19:31.087 --> 00:19:31.528
Will they?

00:19:31.689 --> 00:19:35.191
And the association or

00:19:35.211 --> 00:19:38.653
whatever typically will have a challenge.

00:19:38.953 --> 00:19:40.255
There's committees, there are committees,

00:19:40.275 --> 00:19:42.376
oversee committees and.

00:19:42.396 --> 00:19:44.778
So Dave, a little bit.

00:19:49.050 --> 00:19:49.431
Sorry, Dave.

00:19:49.471 --> 00:19:50.172
We're losing you a little bit.

00:19:50.192 --> 00:19:50.653
You're frozen.

00:19:50.792 --> 00:19:52.334
So I'm catching every couple

00:19:52.354 --> 00:19:53.075
of words that Dave's thrown.

00:19:53.194 --> 00:19:54.977
That is a part of their structure.

00:19:55.478 --> 00:19:56.699
These are volunteer-led.

00:19:57.440 --> 00:19:58.059
Bless their hearts.

00:19:58.099 --> 00:19:59.121
They're doing one more thing.

00:19:59.442 --> 00:20:00.903
And the turnover is every few years.

00:20:00.923 --> 00:20:02.684
So every year or two,

00:20:03.265 --> 00:20:04.205
it's a course correction.

00:20:04.906 --> 00:20:07.189
right so it's good that it's

00:20:07.269 --> 00:20:08.608
member-led a lot of member

00:20:08.710 --> 00:20:10.211
driven members steered

00:20:10.351 --> 00:20:11.351
because there are staffs

00:20:11.411 --> 00:20:13.232
that uh they do like an

00:20:13.272 --> 00:20:14.573
analogy where the staff is

00:20:14.653 --> 00:20:16.233
the back wheel of the

00:20:16.273 --> 00:20:17.335
bicycle that drives the

00:20:17.375 --> 00:20:18.736
bike but the the the

00:20:18.915 --> 00:20:20.436
volunteers the pts are the

00:20:20.517 --> 00:20:22.157
ones in the in the front uh

00:20:22.178 --> 00:20:22.759
the front wheel of the

00:20:22.798 --> 00:20:23.959
bicycle depending on the

00:20:24.000 --> 00:20:27.201
direction my pushback or my

00:20:27.281 --> 00:20:28.923
question is your pts

00:20:30.592 --> 00:20:31.551
You're the audience,

00:20:31.732 --> 00:20:32.712
and the audience isn't

00:20:32.792 --> 00:20:34.693
always the right group to

00:20:34.834 --> 00:20:36.174
ask for what business we're in.

00:20:36.355 --> 00:20:37.454
You're the person we're

00:20:37.635 --> 00:20:38.756
providing the service for.

00:20:39.336 --> 00:20:42.478
So tell me how I can be of most service.

00:20:43.077 --> 00:20:44.058
What problems does our

00:20:44.098 --> 00:20:46.180
potential audience actually have?

00:20:46.319 --> 00:20:47.681
How do we over-serve that?

00:20:47.701 --> 00:20:48.921
Because I think this

00:20:48.980 --> 00:20:50.182
interaction is a gate.

00:20:50.882 --> 00:20:51.221
This was a

00:20:51.323 --> 00:20:53.463
slam-shut-the-gate when it could

00:20:53.483 --> 00:20:54.064
have been a hug.

00:20:55.575 --> 00:20:56.655
Yeah, I agree.

00:20:56.695 --> 00:20:58.018
I think about that all the time.

00:20:58.097 --> 00:20:58.458
I'm like,

00:20:59.378 --> 00:21:00.560
there isn't a single person

00:21:00.921 --> 00:21:02.803
involved with any level of

00:21:02.863 --> 00:21:04.565
the organization that doesn't work hard,

00:21:04.885 --> 00:21:05.185
you know,

00:21:05.246 --> 00:21:06.527
and a lot of them are volunteers

00:21:06.567 --> 00:21:07.448
and a lot of them are doing

00:21:07.468 --> 00:21:08.409
the best that they can with

00:21:08.430 --> 00:21:09.550
the resources they have.

00:21:09.671 --> 00:21:11.432
I totally, totally acknowledge that.

00:21:12.894 --> 00:21:14.375
But like for myself,

00:21:15.498 --> 00:21:17.598
I also acknowledge my own limitations.

00:21:18.159 --> 00:21:18.838
I'm 49.

00:21:19.199 --> 00:21:20.220
I'm certainly not old,

00:21:20.279 --> 00:21:21.359
but I'm certainly not young.

00:21:22.181 --> 00:21:23.441
I've got other priorities I

00:21:23.480 --> 00:21:25.402
need to take care of, family, friends,

00:21:25.442 --> 00:21:27.082
all this kind of stuff, my own business.

00:21:28.303 --> 00:21:32.364
When I look at my media

00:21:32.403 --> 00:21:34.085
business and my clinical business,

00:21:34.125 --> 00:21:34.565
I'm like, look,

00:21:34.585 --> 00:21:35.464
there needs to be a younger

00:21:35.526 --> 00:21:36.506
generation that comes in

00:21:36.526 --> 00:21:38.747
and replaces me because I

00:21:38.886 --> 00:21:40.047
don't have the same

00:21:40.106 --> 00:21:41.028
connection to 20-year-olds

00:21:41.048 --> 00:21:42.448
that I do to 50-year-olds.

00:21:45.068 --> 00:21:47.111
and so part of it is I do

00:21:47.191 --> 00:21:48.491
think when I look across

00:21:48.511 --> 00:21:49.852
the board I just see a lot

00:21:49.892 --> 00:21:51.354
of individuals my age who

00:21:51.394 --> 00:21:53.474
can do amazing things but I

00:21:53.515 --> 00:21:54.355
do think we need some

00:21:54.415 --> 00:21:55.536
younger blood coming in

00:21:55.596 --> 00:21:56.717
some younger perspectives

00:21:56.757 --> 00:21:59.980
coming in uh and then I also go back to

00:22:01.172 --> 00:22:02.653
What what is the value

00:22:02.732 --> 00:22:04.775
exchange that they can deliver for me?

00:22:05.496 --> 00:22:07.336
I don't think no matter how

00:22:07.416 --> 00:22:08.837
much membership goes up,

00:22:08.897 --> 00:22:10.500
no matter how much money they raise,

00:22:10.660 --> 00:22:11.901
I don't think they're ever

00:22:11.941 --> 00:22:12.840
going to have enough money

00:22:12.881 --> 00:22:14.682
to influence politics, period.

00:22:15.282 --> 00:22:16.003
So to me,

00:22:16.124 --> 00:22:17.644
selling me on the idea that

00:22:18.326 --> 00:22:19.406
another five hundred or a

00:22:19.467 --> 00:22:21.769
thousand dollars from me is

00:22:21.808 --> 00:22:24.611
going to get me more political capital.

00:22:24.790 --> 00:22:25.510
I don't believe that.

00:22:26.692 --> 00:22:28.732
I don't believe a lot of the

00:22:28.794 --> 00:22:29.493
things that I see.

00:22:29.794 --> 00:22:30.934
I don't think they're an

00:22:30.994 --> 00:22:32.836
effective lobbying organization,

00:22:33.256 --> 00:22:34.237
but that's okay.

00:22:34.297 --> 00:22:35.257
I don't need them to be.

00:22:35.877 --> 00:22:36.978
So when I look at it, I'm like,

00:22:37.198 --> 00:22:40.319
what is the return on my investment?

00:22:40.921 --> 00:22:41.800
I do think all the

00:22:41.840 --> 00:22:42.842
information should be free.

00:22:43.961 --> 00:22:45.022
But then I'm like, all right,

00:22:45.083 --> 00:22:46.143
I got to do these stupid

00:22:46.202 --> 00:22:47.683
continuing education credits.

00:22:48.263 --> 00:22:49.564
I learn every single day.

00:22:49.604 --> 00:22:51.285
I'm constantly pushing my knowledge.

00:22:51.325 --> 00:22:52.546
I'm constantly researching.

00:22:52.586 --> 00:22:53.526
I was listening to Adam

00:22:53.566 --> 00:22:54.546
Meekins this morning.

00:22:54.965 --> 00:22:57.287
He has one of the best channels.

00:22:57.346 --> 00:22:58.167
I think I don't know if it

00:22:58.188 --> 00:22:59.307
was on Facebook or YouTube.

00:22:59.327 --> 00:23:00.008
I think it was YouTube.

00:23:00.489 --> 00:23:02.308
I love his short form content.

00:23:02.368 --> 00:23:03.589
He does an amazing job.

00:23:04.170 --> 00:23:05.651
I am always reading research.

00:23:05.671 --> 00:23:07.050
I'm always trying to improve myself.

00:23:07.131 --> 00:23:07.911
I don't need somebody to

00:23:07.951 --> 00:23:10.172
tell me I need 24 CEU hours.

00:23:10.652 --> 00:23:13.153
But if I do need 24 CEU hours,

00:23:13.192 --> 00:23:14.334
how about my membership

00:23:14.433 --> 00:23:16.993
delivers me 24 free CEU hours?

00:23:17.575 --> 00:23:17.894
You know,

00:23:17.914 --> 00:23:21.415
like give me some tangible exchange.

00:23:21.455 --> 00:23:22.016
Go ahead, Jimmy.

00:23:22.115 --> 00:23:22.836
All right.

00:23:22.855 --> 00:23:24.856
So we were close there at the end.

00:23:24.896 --> 00:23:26.417
So like, I'll just be full disclosure.

00:23:26.758 --> 00:23:28.458
I get to work with APTA Orthopedics.

00:23:28.778 --> 00:23:30.959
I see APTA Orthopedics,

00:23:31.038 --> 00:23:32.759
the largest component of the APTA.

00:23:33.299 --> 00:23:34.060
And I have been working with

00:23:34.101 --> 00:23:35.122
them for a couple of years now,

00:23:35.182 --> 00:23:36.182
and they are turning.

00:23:37.262 --> 00:23:38.344
Welcome to the dark side.

00:23:38.544 --> 00:23:40.326
They are now beginning to

00:23:40.425 --> 00:23:41.967
understand what the power

00:23:42.186 --> 00:23:44.229
of being connected with

00:23:44.229 --> 00:23:45.829
18,000 physical therapists,

00:23:45.849 --> 00:23:46.490
because that's how many.

00:23:46.810 --> 00:23:47.531
So there's 100,000,

00:23:47.531 --> 00:23:49.173
about 100,000 members in the APTA.

00:23:49.173 --> 00:23:50.773
20,000 of them are also

00:23:50.894 --> 00:23:51.795
self-selected because you

00:23:51.815 --> 00:23:52.836
become an APTA member.

00:23:53.557 --> 00:23:54.577
Then you automatically

00:23:54.597 --> 00:23:55.357
become a state member.

00:23:55.478 --> 00:23:57.099
That's linked wherever you live.

00:23:57.400 --> 00:23:58.461
But then you can be a member

00:23:58.500 --> 00:23:59.561
of all these different components.

00:23:59.662 --> 00:24:01.022
And I work with APTA orthopedics.

00:24:01.763 --> 00:24:03.685
They are now beginning to say, oh,

00:24:03.846 --> 00:24:05.227
I think we're beginning to

00:24:05.267 --> 00:24:06.508
understand this because in the beginning,

00:24:06.528 --> 00:24:07.368
Jimmy was just crazy

00:24:07.409 --> 00:24:08.328
yelling into a microphone.

00:24:08.589 --> 00:24:09.549
And now they're like, oh,

00:24:09.650 --> 00:24:11.811
so we have here's an example.

00:24:11.852 --> 00:24:13.373
Here's what we just changed a little bit.

00:24:14.954 --> 00:24:15.535
I'm a member.

00:24:16.336 --> 00:24:17.596
If I want to become an OCS,

00:24:17.616 --> 00:24:18.557
if I want to get my OCS,

00:24:18.758 --> 00:24:19.678
they have this thing called

00:24:19.718 --> 00:24:20.499
current concepts,

00:24:20.638 --> 00:24:22.340
which essentially is an OCS prep course.

00:24:23.191 --> 00:24:24.192
And it's developed with

00:24:24.832 --> 00:24:26.792
leaders in orthopedic PT.

00:24:27.094 --> 00:24:27.834
How do we get them?

00:24:27.973 --> 00:24:28.394
They're members.

00:24:28.815 --> 00:24:30.195
They all want to be connected in some way.

00:24:30.715 --> 00:24:31.696
Now that we're together,

00:24:31.977 --> 00:24:33.458
what's the thing I get out of this?

00:24:33.778 --> 00:24:35.219
What do I get and how do I get it?

00:24:36.259 --> 00:24:37.259
So now they come together

00:24:37.279 --> 00:24:38.161
and you're saying, oh,

00:24:38.260 --> 00:24:39.280
so if I'm going to become

00:24:39.300 --> 00:24:40.582
an orthopedic PT,

00:24:40.642 --> 00:24:41.762
should I look outside of

00:24:41.803 --> 00:24:42.462
the organization?

00:24:42.903 --> 00:24:43.784
We have the resource,

00:24:43.844 --> 00:24:44.505
but you understand that

00:24:44.525 --> 00:24:45.464
this is valuable and we

00:24:45.484 --> 00:24:46.965
have to make some money on this.

00:24:47.166 --> 00:24:48.788
And they actually don't make

00:24:48.827 --> 00:24:49.407
a ton of money.

00:24:49.667 --> 00:24:50.950
money in terms of margin on this.

00:24:51.431 --> 00:24:52.833
They provide it as a service

00:24:52.893 --> 00:24:54.375
that helps to support the organization,

00:24:54.615 --> 00:24:56.376
but the value of it is so high.

00:24:56.396 --> 00:24:57.499
And I know this because I

00:24:57.638 --> 00:24:59.060
asked a lot of people

00:24:59.101 --> 00:25:00.403
who've taken it to then

00:25:00.482 --> 00:25:01.564
speak on the value of that.

00:25:01.624 --> 00:25:02.685
And I record that and that's

00:25:02.705 --> 00:25:04.627
their user generated content advertising.

00:25:05.851 --> 00:25:07.512
that's the model I think we're in.

00:25:07.573 --> 00:25:09.054
It's that funnel of no like

00:25:09.114 --> 00:25:10.474
trust that Dave mentioned, which is like,

00:25:10.535 --> 00:25:12.135
how do we get so many eyeballs on this?

00:25:12.155 --> 00:25:13.738
So by the time, like Gary Vee says,

00:25:13.778 --> 00:25:15.239
by the time I ask you to buy my book,

00:25:15.720 --> 00:25:16.680
you've, you've touched me.

00:25:16.700 --> 00:25:17.820
You've jabbed me so many

00:25:17.861 --> 00:25:19.423
times that by the time I

00:25:19.762 --> 00:25:20.763
I've jabbed you so many times,

00:25:20.784 --> 00:25:22.144
like a give, a give, a give, a give.

00:25:22.164 --> 00:25:22.765
It's an 800 number.

00:25:22.786 --> 00:25:25.387
We have a PT standing by 124, seven jab,

00:25:25.407 --> 00:25:26.107
jab, jab, jab.

00:25:26.127 --> 00:25:27.209
By the time I ask you for to

00:25:27.809 --> 00:25:28.790
drop 20 bucks to buy the

00:25:28.830 --> 00:25:30.672
book with the right hook, you're like,

00:25:30.692 --> 00:25:31.292
take my money.

00:25:31.813 --> 00:25:32.854
I think that's the business

00:25:32.894 --> 00:25:34.114
they need to be in.

00:25:34.134 --> 00:25:34.953
I think that's the business

00:25:35.074 --> 00:25:36.275
a lot of us need to be in.

00:25:37.595 --> 00:25:39.455
And would you agree that an

00:25:39.496 --> 00:25:40.997
association is there to

00:25:41.037 --> 00:25:43.557
serve its members?

00:25:46.398 --> 00:25:47.219
I think you should.

00:25:48.019 --> 00:25:48.200
Yes.

00:25:49.640 --> 00:25:49.881
Okay,

00:25:49.921 --> 00:25:51.601
so say it again because Dave cut out.

00:25:51.641 --> 00:25:53.061
The association is there to serve who?

00:25:57.701 --> 00:25:58.582
i think dave is saying I

00:25:58.602 --> 00:25:59.222
don't put words in his

00:25:59.242 --> 00:26:00.303
mouth but he's frozen so I

00:26:00.323 --> 00:26:01.223
can go ahead and jam words

00:26:01.243 --> 00:26:02.084
in his mouth he was saying

00:26:02.104 --> 00:26:03.325
do you agree that the

00:26:03.345 --> 00:26:04.565
association is there to uh

00:26:04.625 --> 00:26:06.365
support the anybody members

00:26:06.405 --> 00:26:07.205
and non-members I think is

00:26:07.226 --> 00:26:08.307
where he was going and I

00:26:08.346 --> 00:26:09.406
think the answer should be

00:26:09.968 --> 00:26:11.428
anybody who should one of

00:26:11.468 --> 00:26:12.489
my favorite quotes I'm not

00:26:12.509 --> 00:26:13.348
trying to be political here

00:26:13.910 --> 00:26:14.849
uh was said by former

00:26:14.869 --> 00:26:16.651
president obama he somebody

00:26:16.891 --> 00:26:17.691
asked him in a press

00:26:17.711 --> 00:26:18.511
conference or something

00:26:19.432 --> 00:26:20.472
what would you tell kids to

00:26:20.613 --> 00:26:22.273
be in the next 10 years?

00:26:22.354 --> 00:26:22.693
Essentially,

00:26:22.713 --> 00:26:23.835
I think the person was trying to say like,

00:26:24.095 --> 00:26:25.036
what industry is going to

00:26:25.056 --> 00:26:26.257
be really vital?

00:26:26.297 --> 00:26:28.198
What should kids go into college for?

00:26:28.917 --> 00:26:29.598
So what should they be?

00:26:29.638 --> 00:26:31.039
But they phrased it, what should they be?

00:26:31.279 --> 00:26:32.721
And his answer was be useful.

00:26:34.474 --> 00:26:37.396
I think that's just a ridiculous model.

00:26:37.916 --> 00:26:39.598
How useful can I be?

00:26:39.838 --> 00:26:42.401
And then people come back to you.

00:26:42.641 --> 00:26:43.501
Do you understand the power

00:26:43.521 --> 00:26:44.643
of someone subscribing to

00:26:44.702 --> 00:26:45.563
one of our YouTube channels?

00:26:45.663 --> 00:26:46.183
They've said,

00:26:46.203 --> 00:26:48.566
I don't want to lose you in

00:26:48.586 --> 00:26:49.967
the sea of information.

00:26:51.104 --> 00:26:52.305
That I am willing to click a

00:26:52.345 --> 00:26:53.424
button so I don't do that.

00:26:53.904 --> 00:26:54.766
Costs me nothing.

00:26:55.306 --> 00:26:56.047
Bull.

00:26:56.487 --> 00:26:58.307
It costs you attention and

00:26:58.367 --> 00:26:59.228
time and bandwidth.

00:26:59.768 --> 00:27:00.628
And what you're saying when

00:27:00.648 --> 00:27:02.990
you click that is this is a

00:27:03.049 --> 00:27:05.431
positive ROI on my part by subscribing.

00:27:06.112 --> 00:27:08.772
And that's one step closer to whatever,

00:27:08.813 --> 00:27:10.114
whatever business that you're in.

00:27:10.134 --> 00:27:12.115
I think associations are

00:27:12.315 --> 00:27:13.895
sitting on a diamond mine

00:27:14.355 --> 00:27:15.316
of opportunity because they

00:27:15.336 --> 00:27:16.156
already have a brand.

00:27:17.766 --> 00:27:18.486
Love them or hate them,

00:27:18.506 --> 00:27:19.726
you understand the brand or

00:27:19.746 --> 00:27:20.686
the power or the reach of

00:27:20.707 --> 00:27:23.666
APTA or whatever organization.

00:27:24.307 --> 00:27:25.728
I think redefining and

00:27:25.788 --> 00:27:26.887
having a good hard look in

00:27:26.907 --> 00:27:29.028
the mirror and asking yourself,

00:27:29.048 --> 00:27:29.989
what business am I in?

00:27:30.368 --> 00:27:32.409
And how do I crush that business?

00:27:33.848 --> 00:27:36.789
But don't try to get married

00:27:36.809 --> 00:27:37.910
on the first date, dude.

00:27:38.009 --> 00:27:38.789
That's obvious.

00:27:38.990 --> 00:27:39.671
When I say that,

00:27:40.111 --> 00:27:41.070
I give a whole presentation.

00:27:41.090 --> 00:27:42.191
I got slides, the whole nine,

00:27:42.671 --> 00:27:43.711
where I'm like, I'm not married.

00:27:43.751 --> 00:27:44.412
Jimmy's not married.

00:27:44.432 --> 00:27:45.412
But I know how it works, right?

00:27:46.253 --> 00:27:47.294
You meet a girl, you ask her out,

00:27:47.314 --> 00:27:47.934
you go to coffee,

00:27:47.954 --> 00:27:48.914
then you ask her to get married.

00:27:50.275 --> 00:27:51.076
Everybody giggles in the

00:27:51.135 --> 00:27:51.895
audience when I do that.

00:27:52.855 --> 00:27:54.696
But then when I say, okay, then I'm like,

00:27:54.817 --> 00:27:55.977
oh, so here's what it actually works.

00:27:56.018 --> 00:27:57.837
It's like you meet a girl, go get coffee,

00:27:57.877 --> 00:27:59.118
maybe dinner, a couple weekends,

00:27:59.159 --> 00:28:00.439
meet the parents, then you get married.

00:28:00.818 --> 00:28:01.740
Everybody's like, well, yeah, duh.

00:28:01.759 --> 00:28:02.539
That's why you're not married, Jimmy.

00:28:02.559 --> 00:28:03.059
You don't get it.

00:28:03.640 --> 00:28:03.900
Great.

00:28:04.000 --> 00:28:05.661
Now I flip all the icons in

00:28:05.681 --> 00:28:07.521
that timeline to business interactions.

00:28:07.561 --> 00:28:07.761
I'm like,

00:28:07.801 --> 00:28:08.902
you meet someone online and you say,

00:28:09.001 --> 00:28:11.103
buy this or become a member.

00:28:12.656 --> 00:28:13.377
And then no one laughs.

00:28:13.417 --> 00:28:14.499
And I start laughing.

00:28:14.519 --> 00:28:15.219
I'm like, you idiots.

00:28:15.239 --> 00:28:16.259
It's the same thing.

00:28:16.800 --> 00:28:17.682
You're trying to get someone

00:28:17.721 --> 00:28:19.182
to buy in and join a

00:28:19.202 --> 00:28:20.584
relationship with you on

00:28:20.604 --> 00:28:21.525
the first interaction.

00:28:21.785 --> 00:28:23.066
That's just as dumb as

00:28:23.426 --> 00:28:24.166
asking someone to marry you

00:28:24.207 --> 00:28:24.788
on the first date.

00:28:25.248 --> 00:28:26.609
This is a relationship build.

00:28:26.809 --> 00:28:28.171
That's the business that you're in.

00:28:28.550 --> 00:28:30.073
How do I over-serve that?

00:28:32.387 --> 00:28:33.528
Let me ask you, Jimmy,

00:28:33.827 --> 00:28:37.009
you shared a comment, a post,

00:28:37.089 --> 00:28:39.330
a remark where somebody had

00:28:39.391 --> 00:28:41.412
complained about the APTA

00:28:41.471 --> 00:28:44.134
being involved with other businesses,

00:28:44.153 --> 00:28:45.094
other companies.

00:28:46.154 --> 00:28:48.035
I remember a couple of years ago,

00:28:48.115 --> 00:28:49.615
maybe they were, you know,

00:28:49.655 --> 00:28:50.876
they were sponsored ads and

00:28:50.916 --> 00:28:52.397
stuff that people didn't agree with.

00:28:54.219 --> 00:28:55.098
I don't think it matters.

00:28:55.278 --> 00:28:55.638
I mean,

00:28:56.200 --> 00:28:57.599
it's just like a pro athlete

00:28:57.619 --> 00:28:58.961
getting endorsed by Nike and,

00:28:59.363 --> 00:29:01.084
Maybe you don't agree with Nike,

00:29:01.644 --> 00:29:03.885
but what do you think about that?

00:29:04.787 --> 00:29:06.728
I think an organization,

00:29:06.748 --> 00:29:08.490
and I don't want to just use APTA,

00:29:08.509 --> 00:29:09.810
but it's obviously an easy

00:29:09.851 --> 00:29:10.570
one because it's come up.

00:29:10.611 --> 00:29:13.053
It comes up a lot because I

00:29:13.073 --> 00:29:14.173
don't have a problem with it.

00:29:14.942 --> 00:29:15.123
Right.

00:29:15.222 --> 00:29:15.383
I mean,

00:29:15.423 --> 00:29:17.545
you see what you're as long as you

00:29:17.605 --> 00:29:19.106
identify it as an advertisement.

00:29:19.446 --> 00:29:19.646
Right.

00:29:19.666 --> 00:29:20.888
Which I think in the beginning,

00:29:20.909 --> 00:29:21.849
a lot of like remember

00:29:21.869 --> 00:29:22.369
there used to be like

00:29:22.470 --> 00:29:23.451
magazine articles and it

00:29:23.490 --> 00:29:25.011
would look like content.

00:29:25.432 --> 00:29:27.654
And then the FCC or FTA,

00:29:27.674 --> 00:29:29.296
I think was FTA said you

00:29:29.336 --> 00:29:30.317
have to identify this as an

00:29:30.356 --> 00:29:31.238
advertisement if it's an

00:29:31.459 --> 00:29:32.640
advertising placement.

00:29:32.940 --> 00:29:34.662
And I dealt with this a lot in radio.

00:29:35.478 --> 00:29:36.338
Because record companies

00:29:36.378 --> 00:29:37.460
would come in and I mean,

00:29:37.500 --> 00:29:38.619
back in the radio days of

00:29:38.681 --> 00:29:40.182
like the movie Spinal Tap,

00:29:40.582 --> 00:29:41.542
they'd walk in and be like,

00:29:41.583 --> 00:29:43.023
I'll buy you a TV if you

00:29:43.044 --> 00:29:44.884
play my new crappy record.

00:29:45.306 --> 00:29:45.986
And what they're saying

00:29:46.026 --> 00:29:47.027
there with the FCC is like,

00:29:47.047 --> 00:29:48.188
you can't do pay for play.

00:29:48.748 --> 00:29:48.868
Right.

00:29:48.929 --> 00:29:50.349
Unless you identify we're

00:29:50.390 --> 00:29:51.770
going to play the 30

00:29:51.770 --> 00:29:52.751
seconds of this clip of a

00:29:52.811 --> 00:29:54.113
song as an advertisement.

00:29:54.133 --> 00:29:54.492
Right.

00:29:54.712 --> 00:29:56.233
So I think as long as it's delineated,

00:29:56.294 --> 00:29:58.096
like here's an organization,

00:29:58.675 --> 00:30:00.718
here's an advertiser that

00:30:00.817 --> 00:30:02.298
values your attention as a

00:30:02.358 --> 00:30:03.900
member so much that they

00:30:03.940 --> 00:30:05.040
are paying to be in front of it.

00:30:05.621 --> 00:30:06.781
But you still get to decide

00:30:06.862 --> 00:30:07.482
whether or not you're going

00:30:07.502 --> 00:30:08.202
to buy into that.

00:30:08.722 --> 00:30:08.824
Now,

00:30:08.844 --> 00:30:10.565
I think emotion gets tied into it

00:30:11.164 --> 00:30:11.905
because I won't say,

00:30:12.385 --> 00:30:13.067
I'm not going to say who

00:30:13.086 --> 00:30:14.548
exactly this thing that I shared with you,

00:30:14.607 --> 00:30:14.807
right?

00:30:14.827 --> 00:30:16.429
I think the emotion comes

00:30:16.469 --> 00:30:17.470
into it when people are like,

00:30:17.750 --> 00:30:18.651
they're my competitor.

00:30:19.482 --> 00:30:20.304
I'm like, yeah,

00:30:20.324 --> 00:30:22.065
but they're your competitor 365, 24-7.

00:30:22.085 --> 00:30:24.567
So why are you upset?

00:30:24.988 --> 00:30:26.489
Are you upset they're doing it?

00:30:26.950 --> 00:30:27.690
Or are you upset they're

00:30:27.710 --> 00:30:28.990
doing it on a larger scale than you?

00:30:29.010 --> 00:30:31.512
Figure out what you're actually upset at.

00:30:31.532 --> 00:30:32.634
Are you upset that an

00:30:32.673 --> 00:30:34.256
organization is accepting a partnership?

00:30:34.996 --> 00:30:36.738
Or are you angry because

00:30:36.778 --> 00:30:37.679
they're doing it and you

00:30:37.719 --> 00:30:38.799
view them as your competitor?

00:30:38.940 --> 00:30:40.300
Ask what you're actually upset about.

00:30:41.461 --> 00:30:42.442
And let's take a left turn

00:30:42.501 --> 00:30:44.663
on that because when I saw,

00:30:44.762 --> 00:30:46.303
I see these remarks all the time,

00:30:47.344 --> 00:30:50.304
mill air quotes, mill physical therapy,

00:30:50.364 --> 00:30:51.644
corporate physical therapy.

00:30:53.285 --> 00:30:54.125
It's one of those things

00:30:54.144 --> 00:30:55.486
that just drives me crazy

00:30:55.546 --> 00:30:58.247
because I understand like Michael Derry,

00:30:58.487 --> 00:30:59.146
he's here.

00:30:59.287 --> 00:31:00.987
Scott's here from health mention.

00:31:01.126 --> 00:31:01.446
Awesome.

00:31:01.468 --> 00:31:02.647
Thank you guys for being here.

00:31:03.468 --> 00:31:05.109
Um, you guys are passionate.

00:31:05.250 --> 00:31:06.131
I know both of you.

00:31:06.490 --> 00:31:07.833
I watch what you guys post.

00:31:07.853 --> 00:31:09.815
You care so much about what you do,

00:31:09.894 --> 00:31:10.494
how you do it.

00:31:10.556 --> 00:31:12.336
It's so important to you, but.

00:31:13.297 --> 00:31:14.178
Like most things,

00:31:14.719 --> 00:31:17.161
there's a market for different consumers.

00:31:17.781 --> 00:31:21.766
And so if Toyota or Honda or

00:31:22.586 --> 00:31:23.768
any of these car companies

00:31:24.127 --> 00:31:26.049
was building each car from

00:31:26.130 --> 00:31:27.612
scratch with a single person,

00:31:27.771 --> 00:31:29.213
one craftsman designing

00:31:29.374 --> 00:31:30.494
everything originally,

00:31:30.974 --> 00:31:33.117
that car is unaffordable to the masses.

00:31:33.718 --> 00:31:34.999
And so when we look at a

00:31:35.038 --> 00:31:36.220
physical therapy clinic

00:31:36.259 --> 00:31:37.760
that has multiple locations

00:31:37.780 --> 00:31:39.201
that seeing relatively

00:31:39.261 --> 00:31:41.282
higher volume than small

00:31:41.403 --> 00:31:43.785
individual providers are seeing, you know,

00:31:43.825 --> 00:31:45.026
it gets a bad label.

00:31:45.086 --> 00:31:45.926
But the fact is,

00:31:46.166 --> 00:31:47.847
if they weren't delivering

00:31:48.127 --> 00:31:49.509
what the consumer wants,

00:31:49.888 --> 00:31:51.691
the consumer would not go there.

00:31:51.750 --> 00:31:53.332
Nobody is being forced to go

00:31:53.392 --> 00:31:54.211
to those places.

00:31:54.992 --> 00:31:57.273
Plus, most of us, my clinic,

00:31:57.694 --> 00:31:59.375
we couldn't handle the capacity.

00:31:59.855 --> 00:32:02.318
Of all of the people, we already, not me,

00:32:02.358 --> 00:32:04.861
but others, already have long wait times.

00:32:04.901 --> 00:32:05.842
They're not getting to all

00:32:05.862 --> 00:32:06.762
the patients they need.

00:32:06.803 --> 00:32:07.703
They don't have the staff.

00:32:07.723 --> 00:32:09.385
They don't have the resources, the volume.

00:32:10.747 --> 00:32:12.189
I wish we could get away

00:32:12.288 --> 00:32:13.710
from this idea that we

00:32:13.750 --> 00:32:16.252
label a higher volume clinic as a mill.

00:32:16.813 --> 00:32:18.595
It's just a different delivery method.

00:32:19.195 --> 00:32:20.096
I asked that question.

00:32:21.115 --> 00:32:21.776
A while ago.

00:32:22.036 --> 00:32:24.117
And you see the visceral emotion.

00:32:24.258 --> 00:32:27.821
You see the visceral emotion in the text.

00:32:28.583 --> 00:32:28.782
Yeah.

00:32:28.923 --> 00:32:29.743
I said, okay,

00:32:29.804 --> 00:32:30.884
so let's pretend you were

00:32:30.924 --> 00:32:33.448
explaining what a PT mill

00:32:33.488 --> 00:32:35.670
is versus not a PT mill.

00:32:36.371 --> 00:32:37.991
Right?

00:32:38.032 --> 00:32:38.573
What's the line?

00:32:38.932 --> 00:32:40.055
And people were coming in with...

00:32:41.420 --> 00:32:42.160
exact numbers.

00:32:42.319 --> 00:32:45.240
If you see more than 21 patients a day,

00:32:45.701 --> 00:32:47.961
I'm like, so 22 is no, but 20 is okay.

00:32:48.301 --> 00:32:48.521
Got it.

00:32:48.682 --> 00:32:48.961
Okay.

00:32:49.061 --> 00:32:49.522
Hang on a second.

00:32:49.702 --> 00:32:49.782
Okay.

00:32:49.803 --> 00:32:50.383
I'm gonna write that down.

00:32:50.903 --> 00:32:51.863
If you're seeing more than

00:32:52.123 --> 00:32:53.304
one patient at a time,

00:32:53.344 --> 00:32:54.284
or if it's not one-on-one

00:32:54.324 --> 00:32:55.263
care for an hour,

00:32:56.285 --> 00:32:56.724
you want to know the

00:32:56.765 --> 00:32:58.005
fastest way to figure out

00:32:58.045 --> 00:32:59.105
what someone's business model is.

00:32:59.526 --> 00:33:01.266
Ask them what the crappy model is.

00:33:01.286 --> 00:33:02.166
Then you'll say, well,

00:33:02.186 --> 00:33:02.946
what's not that they'll

00:33:02.967 --> 00:33:03.707
describe their own model.

00:33:04.287 --> 00:33:05.208
Right.

00:33:05.468 --> 00:33:06.028
But you and I,

00:33:06.067 --> 00:33:07.347
I believe are agreeing on this.

00:33:07.407 --> 00:33:08.949
It sounds like, um,

00:33:10.471 --> 00:33:12.134
Good care is decided not by you.

00:33:12.595 --> 00:33:14.277
Good care is decided by the person.

00:33:14.596 --> 00:33:15.858
So I love this line by,

00:33:15.898 --> 00:33:17.320
I think this was Donald Miller.

00:33:18.142 --> 00:33:18.461
Probably not.

00:33:18.481 --> 00:33:19.002
I'm good with quotes,

00:33:19.022 --> 00:33:19.663
but not about who said them.

00:33:20.325 --> 00:33:21.786
You determine the cost.

00:33:22.365 --> 00:33:23.586
Audience determines the value.

00:33:24.946 --> 00:33:27.407
You do not get to decide how

00:33:27.528 --> 00:33:28.607
valuable you are.

00:33:29.208 --> 00:33:30.888
That is what I do as the audience.

00:33:31.229 --> 00:33:32.528
You can try to communicate

00:33:32.548 --> 00:33:34.470
what you think you are valuable,

00:33:35.069 --> 00:33:35.750
how you are valuable,

00:33:35.810 --> 00:33:38.111
and what you think they might value.

00:33:38.511 --> 00:33:39.291
But they decide.

00:33:39.612 --> 00:33:40.571
You determine cost.

00:33:40.912 --> 00:33:41.752
I determine value.

00:33:41.952 --> 00:33:44.054
That's how it works, my friends.

00:33:45.134 --> 00:33:47.694
Also, I'll say, I worked for a guy.

00:33:49.038 --> 00:33:50.039
who, when I started there,

00:33:50.079 --> 00:33:50.980
was very excited that I had

00:33:51.000 --> 00:33:52.021
a background in communications.

00:33:52.102 --> 00:33:53.202
And I was happy to oblige.

00:33:53.603 --> 00:33:55.525
And he would write Facebook

00:33:55.585 --> 00:33:59.167
posts that were longer than several arms.

00:33:59.929 --> 00:34:02.631
I'd walk in in the morning, new PT,

00:34:02.671 --> 00:34:03.711
ready to see my first patient.

00:34:03.751 --> 00:34:04.311
And he'd be like, come here,

00:34:04.332 --> 00:34:05.252
I want you to review this.

00:34:06.114 --> 00:34:06.513
And essentially,

00:34:06.534 --> 00:34:09.157
the entire block of text

00:34:09.476 --> 00:34:11.978
would be him raging against PT Mills.

00:34:13.119 --> 00:34:13.641
And I read it.

00:34:14.914 --> 00:34:15.534
And he said,

00:34:15.614 --> 00:34:16.596
what do you think I should do?

00:34:17.255 --> 00:34:18.036
He was looking for like

00:34:18.295 --> 00:34:19.956
punch up the headline, put in a graphic.

00:34:19.996 --> 00:34:20.376
And I said,

00:34:20.936 --> 00:34:21.956
do you feel better that you've

00:34:21.976 --> 00:34:22.318
written it?

00:34:22.978 --> 00:34:23.197
Yes.

00:34:23.737 --> 00:34:23.958
Great.

00:34:24.498 --> 00:34:24.838
Delete it.

00:34:25.958 --> 00:34:26.418
And he was like,

00:34:26.458 --> 00:34:27.719
but people need to be

00:34:27.958 --> 00:34:29.639
educated to understand that

00:34:29.980 --> 00:34:31.121
we provide one-on-one.

00:34:31.820 --> 00:34:32.481
You've heard this before.

00:34:33.280 --> 00:34:35.302
And they provide crap.

00:34:36.521 --> 00:34:37.943
And I gave him the analogy.

00:34:38.688 --> 00:34:39.949
that was if you were trying

00:34:39.989 --> 00:34:40.931
to get a girl's phone

00:34:40.971 --> 00:34:42.211
number at a bar would you

00:34:42.271 --> 00:34:43.452
spend where would you spend

00:34:43.492 --> 00:34:44.693
more of your time talking

00:34:44.733 --> 00:34:46.034
about the guy down the bar

00:34:47.094 --> 00:34:48.916
and why he sucks you

00:34:48.956 --> 00:34:49.856
shouldn't take that you

00:34:49.876 --> 00:34:50.697
shouldn't take that guy's

00:34:50.717 --> 00:34:52.518
number he sucks he's this

00:34:52.579 --> 00:34:53.440
he's this he's not this

00:34:53.460 --> 00:34:54.661
he's not this would you

00:34:54.721 --> 00:34:55.561
spend a majority of your

00:34:55.601 --> 00:34:56.742
time talking about yourself

00:34:57.202 --> 00:34:58.463
I do this I do this I do

00:34:58.503 --> 00:34:59.744
this and I said what would

00:34:59.764 --> 00:35:01.445
you spend your time on well

00:35:01.545 --> 00:35:02.746
they need to be no you only

00:35:02.766 --> 00:35:03.887
get to answer one of two

00:35:04.963 --> 00:35:05.282
And he's like,

00:35:05.322 --> 00:35:06.945
I guess in that analogy myself.

00:35:07.085 --> 00:35:07.684
And I said, right.

00:35:07.945 --> 00:35:08.885
But the correct answer is

00:35:08.925 --> 00:35:09.726
actually the third answer I

00:35:09.746 --> 00:35:10.226
didn't give you.

00:35:10.827 --> 00:35:11.947
Talk about the girl.

00:35:12.668 --> 00:35:13.670
I learned this the hard way.

00:35:13.929 --> 00:35:14.990
Freshman and sophomore year,

00:35:15.391 --> 00:35:16.152
I didn't get a whole lot.

00:35:16.251 --> 00:35:17.152
I got a lot of first dates,

00:35:17.913 --> 00:35:18.793
not a whole lot of second dates.

00:35:19.675 --> 00:35:20.976
First dates were like

00:35:21.536 --> 00:35:23.336
Instagram reels and YouTube shorts.

00:35:24.318 --> 00:35:25.579
Meet a girl, quick line.

00:35:25.798 --> 00:35:26.719
You want to talk tomorrow?

00:35:26.760 --> 00:35:27.541
Let's go out next week.

00:35:27.601 --> 00:35:28.501
Bam, got the first date.

00:35:28.922 --> 00:35:30.123
Second dates, long form content.

00:35:30.885 --> 00:35:32.244
And in freshman and sophomore year,

00:35:32.786 --> 00:35:33.346
Jimmy was like,

00:35:33.606 --> 00:35:35.507
I can't wait to tell them how smart I am.

00:35:35.547 --> 00:35:36.447
And I was the captain of the

00:35:36.487 --> 00:35:37.447
high school hockey team.

00:35:37.487 --> 00:35:38.166
And I did this.

00:35:38.246 --> 00:35:39.827
And I did no, but no second date.

00:35:40.807 --> 00:35:41.668
Junior and senior year,

00:35:42.088 --> 00:35:43.009
when someone clued me in,

00:35:43.369 --> 00:35:44.108
don't talk about you.

00:35:44.510 --> 00:35:45.210
Don't talk about the guy

00:35:45.230 --> 00:35:46.230
down the bar they shouldn't go out with.

00:35:46.789 --> 00:35:48.690
Ask them questions about themselves.

00:35:49.811 --> 00:35:53.373
And when they leave, their feeling is, wow,

00:35:53.413 --> 00:35:54.552
he really wanted to get to know me.

00:35:55.333 --> 00:35:56.313
Why are you spending time

00:35:56.353 --> 00:35:57.295
talking about a PT mill?

00:35:57.815 --> 00:35:58.536
Why are you spending time

00:35:58.577 --> 00:35:59.396
talking about yourself?

00:36:00.157 --> 00:36:04.202
Talk about them, your potential partner,

00:36:04.722 --> 00:36:05.903
patient, client,

00:36:06.164 --> 00:36:07.126
whatever the hell you want

00:36:07.146 --> 00:36:07.626
to figure it out.

00:36:07.666 --> 00:36:08.606
And you'll have a whole lot

00:36:08.626 --> 00:36:09.288
more second dates.

00:36:09.931 --> 00:36:11.771
Which isn't that exactly

00:36:11.831 --> 00:36:13.512
what great therapists do in

00:36:13.552 --> 00:36:14.873
an initial evaluation.

00:36:14.932 --> 00:36:16.012
You see the therapist that

00:36:16.052 --> 00:36:17.492
just talks about themselves

00:36:17.532 --> 00:36:18.414
and how great they are on

00:36:18.434 --> 00:36:19.353
their education and their

00:36:19.373 --> 00:36:21.333
credentials and talks about

00:36:21.414 --> 00:36:22.494
all of this other stuff.

00:36:22.833 --> 00:36:23.813
Patient never comes back.

00:36:24.355 --> 00:36:25.135
But then you have the

00:36:25.155 --> 00:36:26.215
therapist who sits there

00:36:26.255 --> 00:36:27.954
quietly and listens and

00:36:28.135 --> 00:36:29.335
asks a couple directed

00:36:29.434 --> 00:36:30.795
questions and they have a

00:36:30.835 --> 00:36:31.556
patient for life.

00:36:32.135 --> 00:36:32.956
You know, real quick,

00:36:33.215 --> 00:36:36.117
Jamal is on here asking if we are live,

00:36:36.317 --> 00:36:37.797
asking us to raise our hand.

00:36:38.768 --> 00:36:39.190
Jamal,

00:36:39.210 --> 00:36:40.550
I don't know if you're real or a bot,

00:36:40.590 --> 00:36:42.233
but yes, this is live.

00:36:43.934 --> 00:36:44.114
Hey,

00:36:44.155 --> 00:36:46.036
let's talk about something you and I

00:36:46.056 --> 00:36:47.478
have been doing more of lately.

00:36:47.960 --> 00:36:50.422
These tech reviews, equipment reviews,

00:36:50.442 --> 00:36:51.342
stuff like that.

00:36:51.864 --> 00:36:52.644
What are you thinking?

00:36:53.646 --> 00:36:54.847
I'm thinking you're good at this.

00:36:55.027 --> 00:36:55.909
I'm thinking that

00:36:58.547 --> 00:37:00.648
Here's why I haven't done more of them.

00:37:01.248 --> 00:37:02.269
Because when I got asked to

00:37:02.309 --> 00:37:04.130
do a tech review, I then ran to YouTube,

00:37:04.431 --> 00:37:04.972
saw a bunch,

00:37:04.992 --> 00:37:05.931
and then decided to try to

00:37:05.992 --> 00:37:07.393
copy their format because I was like,

00:37:07.413 --> 00:37:08.313
that's what you're supposed to do.

00:37:08.813 --> 00:37:09.614
But I know what Tony's going

00:37:09.635 --> 00:37:10.155
to tell me is like,

00:37:10.275 --> 00:37:11.795
you need to do it however

00:37:11.916 --> 00:37:12.436
you would do it.

00:37:12.996 --> 00:37:13.137
Right.

00:37:13.358 --> 00:37:14.057
So I haven't done more

00:37:14.097 --> 00:37:14.938
because of my own fear.

00:37:15.438 --> 00:37:16.679
But this is a brilliant

00:37:17.621 --> 00:37:19.541
marketing strategy for tech companies,

00:37:19.581 --> 00:37:19.742
right?

00:37:20.722 --> 00:37:22.204
This used to happen a lot in radio, too.

00:37:22.224 --> 00:37:23.083
People would be like, hey,

00:37:23.123 --> 00:37:24.425
we have a new company in town.

00:37:24.445 --> 00:37:26.286
Let's send over food to the radio station.

00:37:26.306 --> 00:37:26.606
Pfft.

00:37:26.985 --> 00:37:28.126
brilliant because I'm going to eat it.

00:37:28.146 --> 00:37:28.806
Then I'm going to walk in

00:37:28.827 --> 00:37:30.146
the studio and be like, hey, man,

00:37:30.166 --> 00:37:31.088
thanks to Steve's Pizza.

00:37:31.108 --> 00:37:31.768
Their stuff's great.

00:37:31.788 --> 00:37:32.608
They're on Market Street.

00:37:32.628 --> 00:37:33.889
Go get them.

00:37:34.108 --> 00:37:34.889
I think it's great.

00:37:34.949 --> 00:37:36.230
I think it's a really great

00:37:36.289 --> 00:37:38.871
way to... Because that's what people want,

00:37:38.911 --> 00:37:39.110
right?

00:37:39.190 --> 00:37:40.231
I liked Amazon's feature

00:37:40.251 --> 00:37:40.931
where you get to look at

00:37:40.972 --> 00:37:42.512
the reviews and you see all

00:37:42.532 --> 00:37:43.693
the five-star reviews and

00:37:43.713 --> 00:37:44.652
they installed the button

00:37:45.012 --> 00:37:45.753
where you could see all the

00:37:45.873 --> 00:37:46.594
one-star reviews.

00:37:47.014 --> 00:37:47.914
And you look at that, but you're like,

00:37:48.295 --> 00:37:49.295
why are they bitching?

00:37:49.594 --> 00:37:50.996
Is it a reasonable bitch or not?

00:37:51.335 --> 00:37:52.396
So I think they're brilliant.

00:37:52.556 --> 00:37:53.577
You've done a bunch of these.

00:37:54.056 --> 00:37:55.797
Why did you start and why do you continue?

00:37:56.840 --> 00:37:59.521
Yeah, again, this is low hanging fruit.

00:37:59.581 --> 00:38:01.184
This is like the easiest thing.

00:38:01.224 --> 00:38:02.144
This was years ago.

00:38:02.164 --> 00:38:03.306
I remember the first time a

00:38:03.346 --> 00:38:04.746
company sent me a product

00:38:05.286 --> 00:38:05.987
and they were like, hey,

00:38:06.027 --> 00:38:06.768
take a look at this.

00:38:06.809 --> 00:38:07.750
Let me know what you think.

00:38:08.670 --> 00:38:10.092
To give people context,

00:38:10.172 --> 00:38:12.353
basically every single

00:38:12.773 --> 00:38:13.835
marketing department,

00:38:13.894 --> 00:38:15.817
every single company, it started small.

00:38:15.876 --> 00:38:16.898
Now all the big ones.

00:38:17.557 --> 00:38:19.139
they're looking for influencers.

00:38:19.179 --> 00:38:20.119
They're looking for people

00:38:20.159 --> 00:38:22.300
that have even a small community,

00:38:22.340 --> 00:38:23.541
a hundred subscribers,

00:38:23.920 --> 00:38:27.181
just any kind of reach to

00:38:27.342 --> 00:38:28.483
put their products out there,

00:38:28.543 --> 00:38:30.804
put their products in their user's hand.

00:38:31.063 --> 00:38:34.824
And so user generated content, UGC,

00:38:35.365 --> 00:38:37.686
it's really growing in popularity.

00:38:38.527 --> 00:38:40.507
So I've got five or six

00:38:40.588 --> 00:38:41.887
products sitting on my desk

00:38:42.047 --> 00:38:43.929
at the clinic almost at any given time.

00:38:44.648 --> 00:38:46.389
I don't do videos on all of them.

00:38:46.608 --> 00:38:47.170
I just don't,

00:38:47.389 --> 00:38:48.469
partly because they're not

00:38:48.510 --> 00:38:49.429
great products.

00:38:49.909 --> 00:38:50.170
You know,

00:38:50.190 --> 00:38:51.951
I remember one that stands out to me.

00:38:52.110 --> 00:38:53.731
It was a suction cup device,

00:38:53.771 --> 00:38:55.032
just like regular cupping

00:38:55.452 --> 00:38:57.251
that also included e-stem.

00:38:57.351 --> 00:38:58.492
I was like, this is awesome.

00:38:58.532 --> 00:38:59.512
This would be so much fun.

00:38:59.552 --> 00:39:00.432
I'll totally do it.

00:39:01.253 --> 00:39:01.873
I don't care.

00:39:01.954 --> 00:39:03.393
You know, yes, it's placebo.

00:39:03.494 --> 00:39:04.815
I'll explain it's placebo.

00:39:04.855 --> 00:39:05.355
That's fine.

00:39:06.114 --> 00:39:07.215
The product just didn't work,

00:39:07.476 --> 00:39:08.938
so I didn't release any

00:39:08.978 --> 00:39:10.219
videos on the product.

00:39:10.900 --> 00:39:11.782
Hold on a second.

00:39:11.822 --> 00:39:13.242
I want to go to the dark side.

00:39:14.103 --> 00:39:15.945
Shouldn't you have to make

00:39:16.045 --> 00:39:17.628
sure your audience was safe

00:39:17.688 --> 00:39:20.110
from a thing you didn't think was good?

00:39:20.612 --> 00:39:21.152
This is true.

00:39:21.552 --> 00:39:22.172
This is true.

00:39:24.039 --> 00:39:26.240
I hadn't considered that side of it.

00:39:26.300 --> 00:39:27.721
And then I just got so busy.

00:39:27.740 --> 00:39:30.121
That's why a lot will say like, you know,

00:39:30.202 --> 00:39:31.302
I don't take any money for

00:39:31.342 --> 00:39:32.063
this because then I don't

00:39:32.202 --> 00:39:33.284
owe the company something.

00:39:33.384 --> 00:39:33.943
I'm doing this.

00:39:34.003 --> 00:39:35.043
And then you have to

00:39:35.063 --> 00:39:35.704
understand like what

00:39:35.724 --> 00:39:38.905
you're... Do you know MK,

00:39:39.005 --> 00:39:40.226
Marquis Brownlee, MKB?

00:39:40.626 --> 00:39:41.646
He got into a big thing

00:39:41.686 --> 00:39:43.947
because he trashed something.

00:39:45.568 --> 00:39:46.668
He trashed something.

00:39:47.208 --> 00:39:47.869
And people were like,

00:39:47.889 --> 00:39:48.648
you're just doing that for

00:39:48.688 --> 00:39:49.670
views and da-da-da-da-da.

00:39:49.690 --> 00:39:50.530
I was like, but that's...

00:39:51.956 --> 00:39:52.818
He's not beholden.

00:39:52.838 --> 00:39:53.538
This isn't an ad.

00:39:53.597 --> 00:39:54.798
He's doing a review.

00:39:54.918 --> 00:39:55.719
And if you give him

00:39:55.739 --> 00:39:56.659
something he doesn't like,

00:39:57.139 --> 00:39:58.101
everything's opinion.

00:39:58.960 --> 00:40:00.461
He sort of took it upon himself,

00:40:00.541 --> 00:40:01.402
whether he was doing it

00:40:01.882 --> 00:40:03.043
right maliciously or not.

00:40:03.143 --> 00:40:04.164
He trashed a thing.

00:40:04.664 --> 00:40:05.344
And people were like,

00:40:05.824 --> 00:40:06.565
you're not supposed to do that.

00:40:06.585 --> 00:40:07.365
You're only supposed to just

00:40:07.545 --> 00:40:08.226
do stuff I like.

00:40:08.606 --> 00:40:09.246
That's not a review.

00:40:09.266 --> 00:40:09.807
That's an ad.

00:40:09.867 --> 00:40:11.628
We've now crossed back over into ad.

00:40:12.967 --> 00:40:14.648
Yeah, no, that's a great point.

00:40:14.788 --> 00:40:16.389
And truthfully, I've considered,

00:40:16.409 --> 00:40:18.710
I had started a couple

00:40:18.851 --> 00:40:20.072
product review channels

00:40:20.112 --> 00:40:21.452
that were dedicated product

00:40:21.512 --> 00:40:22.273
review channels.

00:40:22.853 --> 00:40:23.934
They fell off the rails.

00:40:23.994 --> 00:40:25.614
I just never kept up with them.

00:40:26.115 --> 00:40:27.215
My intent there,

00:40:27.516 --> 00:40:28.938
and I've done this multiple

00:40:28.978 --> 00:40:31.179
times where I don't want a free product.

00:40:31.338 --> 00:40:32.900
I will buy the product.

00:40:32.960 --> 00:40:34.061
I will spend my own money

00:40:34.101 --> 00:40:35.681
because I want to give an objective,

00:40:36.181 --> 00:40:38.244
non-biased opinion of the product.

00:40:39.143 --> 00:40:40.284
So usually in my videos,

00:40:40.405 --> 00:40:41.525
I'll always say like,

00:40:41.626 --> 00:40:42.447
this was given to me,

00:40:42.527 --> 00:40:43.447
this was gifted to me,

00:40:43.507 --> 00:40:44.708
or I purchased this.

00:40:45.989 --> 00:40:47.230
And so historically,

00:40:47.250 --> 00:40:47.929
what I've always done

00:40:47.969 --> 00:40:49.530
across multiple channels is

00:40:50.090 --> 00:40:51.371
when I buy the product,

00:40:51.731 --> 00:40:52.833
if I like the product,

00:40:52.972 --> 00:40:54.434
I will review the product.

00:40:55.574 --> 00:40:56.835
No compensation from the

00:40:56.896 --> 00:40:58.617
company for those videos.

00:40:59.336 --> 00:41:01.878
And then in other videos, they reach out,

00:41:01.958 --> 00:41:03.480
they send me the product for free.

00:41:03.679 --> 00:41:04.420
If they want to buy

00:41:04.501 --> 00:41:06.041
licensing and rights to the video,

00:41:06.081 --> 00:41:07.563
we negotiate a rate for that.

00:41:08.563 --> 00:41:10.043
But I always disclose that

00:41:10.143 --> 00:41:12.583
this is a paid product review,

00:41:12.664 --> 00:41:13.724
paid product endorsement.

00:41:14.085 --> 00:41:14.764
I was going to say that.

00:41:15.025 --> 00:41:16.184
Say it up front.

00:41:16.864 --> 00:41:18.266
I like the comment that just came in.

00:41:18.306 --> 00:41:18.726
Who is that?

00:41:19.045 --> 00:41:19.365
Scott?

00:41:19.425 --> 00:41:20.005
Is his name Scott?

00:41:20.025 --> 00:41:20.385
Yeah, Scott.

00:41:20.827 --> 00:41:21.327
Self-mentioned.

00:41:23.967 --> 00:41:25.427
I like people who do the opposite.

00:41:25.507 --> 00:41:26.407
Scott is mentioning instead

00:41:26.427 --> 00:41:27.628
of doing the best of content,

00:41:27.668 --> 00:41:28.608
do the worst of content.

00:41:29.268 --> 00:41:30.068
Do you know where the best

00:41:30.148 --> 00:41:31.269
ideas for headlines or

00:41:31.309 --> 00:41:32.690
concepts or formats come from?

00:41:33.231 --> 00:41:34.231
We all have to buy food.

00:41:34.451 --> 00:41:35.771
A lot of us buy it from a supermarket.

00:41:36.012 --> 00:41:36.911
Look at the magazines.

00:41:37.512 --> 00:41:38.172
We can make fun of

00:41:38.333 --> 00:41:39.893
supermarket checkout magazines all day.

00:41:40.273 --> 00:41:42.735
But they understand how to gain the first,

00:41:42.914 --> 00:41:44.635
second, or two of attention.

00:41:45.135 --> 00:41:47.317
And that is not a small thing.

00:41:47.797 --> 00:41:49.057
So if you say like six steps

00:41:49.097 --> 00:41:50.378
to a summer bod and you put

00:41:50.418 --> 00:41:53.880
that article out in March or February,

00:41:55.079 --> 00:41:56.360
understand their pain points.

00:41:57.202 --> 00:41:58.163
A pain point in terms of

00:41:58.262 --> 00:42:00.324
worst of or best of content, both,

00:42:00.364 --> 00:42:01.724
they're just two sides of the same coin,

00:42:01.764 --> 00:42:04.286
is I'm afraid of investing

00:42:04.326 --> 00:42:05.686
in something and not do it.

00:42:05.706 --> 00:42:06.427
We've all been that.

00:42:06.746 --> 00:42:07.547
I bought this thing.

00:42:07.588 --> 00:42:08.847
It's going to revolutionize my life,

00:42:08.907 --> 00:42:09.369
and it didn't.

00:42:09.449 --> 00:42:12.130
And then you look at it on the countertop,

00:42:12.250 --> 00:42:13.630
and you're like, oh, if only.

00:42:13.650 --> 00:42:15.132
And then you have a friend

00:42:15.152 --> 00:42:15.931
come in six months later.

00:42:16.012 --> 00:42:16.692
Oh, you bought that?

00:42:16.793 --> 00:42:17.333
I bought that too.

00:42:17.393 --> 00:42:17.833
It sucked.

00:42:18.032 --> 00:42:19.833
Where the hell were you six months ago?

00:42:19.853 --> 00:42:21.514
You could have saved me $50

00:42:21.514 --> 00:42:22.496
and three hours of pain.

00:42:23.456 --> 00:42:25.418
that's valuable that is

00:42:25.538 --> 00:42:27.438
terribly terribly valuable

00:42:27.978 --> 00:42:28.699
so that's what somebody

00:42:28.719 --> 00:42:30.121
should do like scott or

00:42:30.181 --> 00:42:31.282
somebody watching should

00:42:31.362 --> 00:42:33.143
create a dedicated channel

00:42:33.262 --> 00:42:34.844
to you know protect the

00:42:34.864 --> 00:42:36.706
consumer avoid useless

00:42:36.746 --> 00:42:38.047
products now consumer

00:42:38.106 --> 00:42:39.347
reports you guys remember

00:42:39.387 --> 00:42:40.829
that that grew huge that

00:42:40.869 --> 00:42:42.010
was I think they got

00:42:42.050 --> 00:42:43.570
acquired I remember

00:42:43.610 --> 00:42:44.512
watching an interview

00:42:44.572 --> 00:42:47.173
talking about consumer reports um

00:42:47.813 --> 00:42:48.195
Again,

00:42:48.275 --> 00:42:49.516
that was one of those things that

00:42:49.536 --> 00:42:50.697
went behind a paywall.

00:42:50.737 --> 00:42:52.818
So my family had an account.

00:42:53.320 --> 00:42:54.681
You would have to log in.

00:42:54.740 --> 00:42:56.943
It was like $100 a year membership.

00:42:57.344 --> 00:42:58.605
And you had access to

00:42:58.905 --> 00:43:00.567
unbiased reviews because

00:43:00.606 --> 00:43:01.507
the product companies

00:43:01.608 --> 00:43:03.650
weren't paying the reviewers.

00:43:03.731 --> 00:43:05.411
This was totally impartial.

00:43:06.052 --> 00:43:07.213
I don't think this is simple,

00:43:07.313 --> 00:43:08.655
but let's review Consumer

00:43:08.675 --> 00:43:10.516
Review's business model.

00:43:11.155 --> 00:43:12.275
Their business model,

00:43:12.717 --> 00:43:14.117
if they were trying to get rich quick,

00:43:14.157 --> 00:43:18.059
would be, hey, cell phone case companies,

00:43:18.219 --> 00:43:18.980
we're going to contact the

00:43:19.019 --> 00:43:20.940
top 100 and we're going to

00:43:21.021 --> 00:43:22.521
say it's $1,000 to be in

00:43:22.561 --> 00:43:23.342
our magazine and we're

00:43:23.362 --> 00:43:24.043
going to review it.

00:43:24.643 --> 00:43:27.204
And if you got all 100, you make $100,000,

00:43:27.204 --> 00:43:27.824
right?

00:43:28.164 --> 00:43:29.025
But they understood what

00:43:29.065 --> 00:43:30.445
their business model was.

00:43:30.567 --> 00:43:31.726
Their business model was,

00:43:31.887 --> 00:43:32.467
I don't want to be...

00:43:33.961 --> 00:43:34.583
a client.

00:43:34.603 --> 00:43:35.782
I don't want 100 clients

00:43:35.822 --> 00:43:37.103
that are cell phone cases.

00:43:37.324 --> 00:43:40.264
I want to have a million readers.

00:43:41.786 --> 00:43:44.748
So my business is credibility, attention,

00:43:44.847 --> 00:43:45.788
reach, knowledge.

00:43:45.987 --> 00:43:48.750
I'm preventing you from making a mistake.

00:43:48.849 --> 00:43:50.650
I'm helping you make a good decision.

00:43:50.811 --> 00:43:51.811
They understood that.

00:43:52.150 --> 00:43:52.851
It's subtle.

00:43:53.871 --> 00:43:54.791
But it's not different.

00:43:54.911 --> 00:43:57.213
It's subtle, but it's important, right?

00:43:57.494 --> 00:43:58.793
This goes back to the first

00:43:58.994 --> 00:44:00.996
conversation we had about associations.

00:44:01.697 --> 00:44:02.617
I don't think you're in the

00:44:02.757 --> 00:44:03.697
membership business.

00:44:04.418 --> 00:44:06.099
I think that's how you might

00:44:06.179 --> 00:44:07.199
generate income.

00:44:07.219 --> 00:44:09.461
And again, the memberships,

00:44:09.541 --> 00:44:11.463
fees for these are not huge, right?

00:44:12.143 --> 00:44:13.125
But it doesn't have to be.

00:44:13.244 --> 00:44:14.025
Even a dollar,

00:44:14.144 --> 00:44:15.025
if I don't feel like it's a

00:44:15.065 --> 00:44:15.927
good exchange...

00:44:16.907 --> 00:44:17.427
And I don't know if we've

00:44:17.447 --> 00:44:17.927
talked about this,

00:44:17.947 --> 00:44:19.668
but there's three types of exchanges.

00:44:20.309 --> 00:44:21.690
There's a negative exchange.

00:44:22.369 --> 00:44:24.190
Negative exchange we've all experienced.

00:44:24.210 --> 00:44:25.112
We're going to play a role play.

00:44:25.172 --> 00:44:26.512
Tony, you just went to a crappy movie,

00:44:26.672 --> 00:44:26.952
okay?

00:44:27.432 --> 00:44:27.873
Hey, Tony,

00:44:27.914 --> 00:44:28.853
you went to that movie last night.

00:44:28.994 --> 00:44:29.514
How was it?

00:44:30.195 --> 00:44:30.954
It was horrible.

00:44:31.074 --> 00:44:31.815
It was so boring.

00:44:32.436 --> 00:44:32.856
Oh, my God.

00:44:32.936 --> 00:44:33.217
Really?

00:44:33.496 --> 00:44:35.998
A phrase a lot of times we'll hear, like,

00:44:36.018 --> 00:44:37.559
that's two hours of my life

00:44:37.619 --> 00:44:39.219
I'm never going to get back.

00:44:39.699 --> 00:44:40.860
Notice that people say it's

00:44:40.920 --> 00:44:42.942
not $15 or $30 that I'm

00:44:42.981 --> 00:44:43.623
never going to get back.

00:44:43.862 --> 00:44:44.983
It's two hours of my life

00:44:45.143 --> 00:44:45.963
I'm never going to get back.

00:44:46.143 --> 00:44:47.065
Man, I wasted time.

00:44:47.324 --> 00:44:47.846
More valuable.

00:44:48.166 --> 00:44:49.307
So that's a negative exchange.

00:44:49.387 --> 00:44:50.048
That's type one.

00:44:50.548 --> 00:44:52.452
Type two, we're both baseball fans.

00:44:52.572 --> 00:44:53.413
Dave's a baseball fan,

00:44:53.432 --> 00:44:56.115
but he's having Wi-Fi issues.

00:44:56.635 --> 00:44:57.838
Let's say you go to a movie

00:44:58.097 --> 00:45:00.420
and it's mayonnaise.

00:45:00.661 --> 00:45:01.802
It's Jay Leno, I call it.

00:45:02.023 --> 00:45:03.184
It's like, how was the movie?

00:45:03.244 --> 00:45:03.664
Mayonnaise!

00:45:06.489 --> 00:45:07.208
It's a baseball.

00:45:07.289 --> 00:45:08.369
It's the equivalent of tie

00:45:08.409 --> 00:45:09.090
goes to the runner.

00:45:09.670 --> 00:45:10.811
Shortstop makes a great play,

00:45:10.931 --> 00:45:12.090
throws it over the first baseman.

00:45:12.311 --> 00:45:13.291
Runner touches the base at

00:45:13.311 --> 00:45:14.472
the same time the ball hits the glove.

00:45:14.711 --> 00:45:15.672
Tie, runner's safe.

00:45:16.293 --> 00:45:17.632
That's an even exchange.

00:45:18.273 --> 00:45:19.074
Except it doesn't feel even

00:45:19.094 --> 00:45:20.014
because you're on defense.

00:45:20.134 --> 00:45:21.474
You got the ball there as a tie.

00:45:21.494 --> 00:45:22.534
How come I don't get half it out?

00:45:22.574 --> 00:45:22.934
I don't know.

00:45:23.554 --> 00:45:24.615
That's the second type of exchange.

00:45:24.635 --> 00:45:25.596
That's a neutral exchange.

00:45:25.876 --> 00:45:26.936
That's, in my book,

00:45:27.077 --> 00:45:29.398
not to knock Hellman's.

00:45:29.717 --> 00:45:31.117
That's warm mayonnaise.

00:45:32.778 --> 00:45:33.059
Jay Leno.

00:45:33.836 --> 00:45:35.157
There's a third type of exchange.

00:45:35.177 --> 00:45:36.057
This is the only type of

00:45:36.097 --> 00:45:37.137
exchange you should ever be

00:45:37.177 --> 00:45:38.858
trying to bring to a

00:45:38.918 --> 00:45:41.780
customer or a client or a non-client.

00:45:43.059 --> 00:45:43.900
A potential client.

00:45:44.179 --> 00:45:45.561
And that is an exchange of abundance.

00:45:46.081 --> 00:45:47.981
That is, Tony, role play again.

00:45:48.141 --> 00:45:48.981
You went to a movie last

00:45:49.041 --> 00:45:50.722
night and it blew your...

00:45:51.003 --> 00:45:51.742
First time you went to see

00:45:51.782 --> 00:45:53.043
Romy and Michelle's high school reunion,

00:45:53.083 --> 00:45:53.264
right?

00:45:53.364 --> 00:45:54.043
In the theaters.

00:45:55.184 --> 00:45:55.485
25 years ago.

00:45:55.905 --> 00:45:57.746
Tony, went to a movie last night,

00:45:57.806 --> 00:45:58.407
Romy Michelle's.

00:45:58.567 --> 00:45:59.146
How was it, man?

00:45:59.708 --> 00:46:01.088
It was amazing.

00:46:01.289 --> 00:46:02.650
I laughed my head off.

00:46:02.730 --> 00:46:04.371
It was the best two hours of my life.

00:46:05.172 --> 00:46:05.972
I would go again.

00:46:06.393 --> 00:46:07.253
All those different things.

00:46:07.652 --> 00:46:09.375
That is an exchange of abundance.

00:46:10.695 --> 00:46:11.735
How do you do that?

00:46:11.936 --> 00:46:13.036
So if we're putting a bow,

00:46:13.056 --> 00:46:14.038
if we're going full circle

00:46:14.097 --> 00:46:14.818
on this episode.

00:46:15.942 --> 00:46:17.603
I know it's counterintuitive

00:46:17.862 --> 00:46:19.583
if you're an association or

00:46:19.603 --> 00:46:20.983
a business or a solo

00:46:21.023 --> 00:46:22.144
practitioner or somebody

00:46:22.164 --> 00:46:23.485
who works at a big giant company.

00:46:24.146 --> 00:46:25.485
It's counterproductive if you're like,

00:46:25.606 --> 00:46:27.047
well, if you want me to do the thing,

00:46:27.728 --> 00:46:28.447
you have to pay.

00:46:28.688 --> 00:46:29.829
And that's when I begin doing that.

00:46:30.009 --> 00:46:30.929
I understand that.

00:46:31.349 --> 00:46:33.110
That is how it used to work.

00:46:33.809 --> 00:46:36.030
It doesn't work that way anymore.

00:46:36.452 --> 00:46:37.411
Because now, look,

00:46:37.492 --> 00:46:38.972
now that we've defined the exchanges,

00:46:39.373 --> 00:46:40.494
that wasn't mayonnaise, right?

00:46:40.514 --> 00:46:41.594
We don't write about mayonnaise anymore.

00:46:44.514 --> 00:46:44.974
On Yelp,

00:46:45.114 --> 00:46:47.295
we don't never write about mayonnaise.

00:46:47.635 --> 00:46:48.715
We sometimes write about

00:46:48.735 --> 00:46:49.617
exchanges of abundance,

00:46:50.036 --> 00:46:51.878
but hot damn do we always

00:46:51.938 --> 00:46:53.398
write about negative exchanges.

00:46:53.659 --> 00:46:54.418
Damn right we do.

00:46:55.119 --> 00:46:57.760
That was an opportunity to get a,

00:46:58.300 --> 00:46:59.161
that was really great.

00:46:59.202 --> 00:47:00.202
That was Romy and Michelle's

00:47:00.222 --> 00:47:01.103
high school reunion.

00:47:01.143 --> 00:47:02.342
Like, oh my God, they were,

00:47:02.583 --> 00:47:03.864
I'm not even a member and

00:47:03.884 --> 00:47:05.565
they answered my question, right?

00:47:06.364 --> 00:47:07.246
But it comes from

00:47:07.346 --> 00:47:08.326
understanding what business

00:47:08.346 --> 00:47:09.786
you're actually in and what

00:47:09.827 --> 00:47:11.987
you're what as an employee or a member,

00:47:12.407 --> 00:47:14.849
what you're expected to provide.

00:47:15.730 --> 00:47:17.050
I'm not expecting to provide answers.

00:47:17.130 --> 00:47:17.570
I want you to.

00:47:17.951 --> 00:47:20.891
How can I over serve this in this moment?

00:47:22.079 --> 00:47:25.221
So as a practice owner myself,

00:47:26.280 --> 00:47:27.442
I think about that all the time.

00:47:27.501 --> 00:47:28.282
I'm like,

00:47:28.443 --> 00:47:31.423
how do I deliver $1,000 of value

00:47:31.724 --> 00:47:33.545
for $100 of cash?

00:47:34.045 --> 00:47:36.626
How do I over deliver on the experience,

00:47:36.766 --> 00:47:38.407
over deliver on the expectation?

00:47:38.467 --> 00:47:40.688
I want you to think about

00:47:40.969 --> 00:47:42.869
what you would say, but I know for me,

00:47:44.150 --> 00:47:45.731
I try to understand what's

00:47:45.791 --> 00:47:47.032
the biggest resistance to

00:47:47.054 --> 00:47:48.295
somebody coming into the clinic.

00:47:48.934 --> 00:47:51.396
Most of the time it's fear of cost.

00:47:51.896 --> 00:47:53.177
Most of the time they have

00:47:53.239 --> 00:47:54.480
no idea what it's going to cost.

00:47:54.840 --> 00:47:55.019
Right.

00:47:55.219 --> 00:47:56.221
Uh, fear of pain.

00:47:56.621 --> 00:47:57.722
They're already in pain.

00:47:57.742 --> 00:47:58.682
They don't want to get into

00:47:58.782 --> 00:47:59.704
more pain and they think

00:47:59.724 --> 00:48:01.164
they're going to come in and work out and,

00:48:01.224 --> 00:48:01.485
you know,

00:48:01.525 --> 00:48:02.686
do things that are going to hurt.

00:48:03.347 --> 00:48:05.327
And it's just the time commitment,

00:48:05.367 --> 00:48:06.188
you know, it's, it's,

00:48:06.409 --> 00:48:07.429
I've got to reserve this

00:48:07.469 --> 00:48:08.550
time and I got to get to

00:48:08.670 --> 00:48:09.652
the appointment and I've

00:48:09.692 --> 00:48:10.972
got time before and time

00:48:11.072 --> 00:48:12.673
after and all of this stuff.

00:48:12.713 --> 00:48:12.954
So, um,

00:48:13.735 --> 00:48:16.717
I can't deliver $1,000 of

00:48:16.818 --> 00:48:18.898
cash value because it's not

00:48:18.958 --> 00:48:19.940
that kind of exchange.

00:48:19.980 --> 00:48:21.081
It's not business to business,

00:48:21.161 --> 00:48:22.242
it's business to consumer.

00:48:22.862 --> 00:48:24.382
So I focus on over

00:48:24.463 --> 00:48:25.905
delivering on basically

00:48:25.945 --> 00:48:27.266
those three expectations.

00:48:27.565 --> 00:48:29.648
I completely wipe away any fear of cost.

00:48:29.827 --> 00:48:31.228
Before they ever come in the door,

00:48:31.608 --> 00:48:32.710
I let them know if there's

00:48:32.750 --> 00:48:33.471
gonna be a cost,

00:48:33.530 --> 00:48:34.650
this is the exact cost that

00:48:34.672 --> 00:48:35.192
it's gonna be.

00:48:35.291 --> 00:48:36.853
I guarantee it will never be

00:48:36.913 --> 00:48:38.414
more than this, it might be less.

00:48:39.054 --> 00:48:40.436
That is a system that we put

00:48:40.476 --> 00:48:41.617
in place from the first day

00:48:41.637 --> 00:48:42.438
we opened our clinic.

00:48:43.117 --> 00:48:45.619
From a fear of pain perspective,

00:48:46.521 --> 00:48:49.103
my conversation is always, look,

00:48:49.563 --> 00:48:50.945
you're barely going to do anything.

00:48:50.965 --> 00:48:52.166
We're not here to make you worse.

00:48:52.226 --> 00:48:53.807
The whole goal of today's

00:48:53.887 --> 00:48:56.269
session is for me to better

00:48:56.389 --> 00:48:57.351
understand what are the

00:48:57.391 --> 00:48:58.311
challenges you're dealing

00:48:58.351 --> 00:48:59.273
with and help you figure

00:48:59.333 --> 00:49:01.175
out a way to get to your goals.

00:49:01.315 --> 00:49:03.436
And it does not increase your pain.

00:49:04.177 --> 00:49:05.639
And then the last one is the

00:49:05.679 --> 00:49:06.699
convenience aspect.

00:49:07.360 --> 00:49:08.981
And convenience was one of

00:49:09.101 --> 00:49:11.181
our core principles when we

00:49:11.221 --> 00:49:12.201
started the business and

00:49:12.221 --> 00:49:13.661
it's still a core principle today.

00:49:14.242 --> 00:49:15.762
How can I make this as easy

00:49:15.822 --> 00:49:16.742
as possible for you?

00:49:17.382 --> 00:49:19.043
Do you need extra hours?

00:49:19.083 --> 00:49:20.804
Do you need shorter sessions?

00:49:21.244 --> 00:49:22.003
What do you need?

00:49:22.023 --> 00:49:23.023
Do you need me to eliminate

00:49:23.384 --> 00:49:24.384
an attendance policy?

00:49:24.423 --> 00:49:26.605
So if you get a last minute

00:49:26.704 --> 00:49:27.704
change in your schedule,

00:49:27.744 --> 00:49:28.706
you can cancel and you

00:49:28.746 --> 00:49:30.085
don't have to pay a penalty.

00:49:30.887 --> 00:49:31.688
I do everything.

00:49:31.728 --> 00:49:33.829
I bend over backward to hit

00:49:34.050 --> 00:49:34.891
those pain points,

00:49:35.371 --> 00:49:36.653
eliminate that friction.

00:49:37.213 --> 00:49:39.077
That's where I can over deliver.

00:49:39.317 --> 00:49:40.858
What do you see as something

00:49:40.878 --> 00:49:42.141
that people watching right

00:49:42.181 --> 00:49:43.983
now have the potential to

00:49:44.123 --> 00:49:45.545
over deliver on the

00:49:45.625 --> 00:49:47.027
expectation for their clients?

00:49:47.400 --> 00:49:47.541
Well,

00:49:47.601 --> 00:49:50.623
you did Tony's three fears for a patient,

00:49:50.722 --> 00:49:50.902
right?

00:49:50.922 --> 00:49:51.842
So I'll do a different one.

00:49:51.943 --> 00:49:52.963
I'll do the three.

00:49:53.344 --> 00:49:53.804
Let's live.

00:49:53.943 --> 00:49:54.364
Let's live.

00:49:54.384 --> 00:49:54.644
Do this.

00:49:54.704 --> 00:49:56.085
The three fears for membership.

00:49:56.746 --> 00:49:57.606
I think the three first for

00:49:57.626 --> 00:49:59.887
membership are cost, right?

00:50:00.407 --> 00:50:01.148
But it's not cost.

00:50:01.427 --> 00:50:02.007
So I'm going to wipe that.

00:50:02.027 --> 00:50:03.688
It's not cost because it's like, well,

00:50:03.748 --> 00:50:05.349
I should say APT is about 500 bucks.

00:50:05.389 --> 00:50:06.670
And then another section or

00:50:06.690 --> 00:50:07.371
components like 50.

00:50:07.371 --> 00:50:09.112
I think private practice is like 100.

00:50:09.771 --> 00:50:10.311
So we're talking about a

00:50:10.331 --> 00:50:12.934
difference between 20% add on an upsell,

00:50:13.034 --> 00:50:13.193
right?

00:50:13.534 --> 00:50:14.293
I think the question is,

00:50:14.373 --> 00:50:15.375
I don't understand what I get.

00:50:16.083 --> 00:50:19.184
So I'm confused at what I'm buying.

00:50:20.085 --> 00:50:22.547
Therefore, I do one of three things.

00:50:22.606 --> 00:50:23.126
I don't buy.

00:50:23.146 --> 00:50:26.907
I buy and I don't utilize it.

00:50:27.427 --> 00:50:28.208
And I'm confused.

00:50:28.349 --> 00:50:29.949
So in a year when it comes up to renew,

00:50:30.009 --> 00:50:31.610
I just don't.

00:50:32.349 --> 00:50:33.731
Or there are some people who

00:50:33.791 --> 00:50:36.492
are buying and I call these

00:50:36.552 --> 00:50:37.211
big opportunities.

00:50:37.512 --> 00:50:38.572
There are people who become

00:50:38.913 --> 00:50:41.753
members of associations because of hope.

00:50:43.302 --> 00:50:44.182
They're buying and they're like,

00:50:44.242 --> 00:50:45.724
I think it's sort of ambiguous.

00:50:45.864 --> 00:50:46.824
I think I know what I'm getting.

00:50:46.925 --> 00:50:48.505
And if I just keep membership,

00:50:48.525 --> 00:50:50.527
if I keep supporting, that's where I am,

00:50:50.568 --> 00:50:50.768
man.

00:50:50.827 --> 00:50:51.467
I'm a joiner.

00:50:52.028 --> 00:50:53.329
I like to be around people

00:50:53.829 --> 00:50:54.710
and I like to figure stuff out.

00:50:54.971 --> 00:50:55.731
There are people that are

00:50:55.771 --> 00:50:57.072
like diehard hopefuls.

00:50:57.132 --> 00:50:58.092
They want to belong.

00:50:58.152 --> 00:50:59.594
And this is not a trite value.

00:51:00.434 --> 00:51:01.715
This is badge value.

00:51:01.775 --> 00:51:03.556
This is what you get to wear

00:51:03.637 --> 00:51:04.358
on your jersey.

00:51:04.398 --> 00:51:05.358
Like, why do people wear,

00:51:05.619 --> 00:51:07.400
why am I wearing Steve Gleason's jersey,

00:51:07.500 --> 00:51:08.001
by the way,

00:51:08.041 --> 00:51:09.302
who just won the Arthur Ashe

00:51:09.322 --> 00:51:11.583
Award for Courage at the ESPYs this year?

00:51:12.661 --> 00:51:14.061
We should do a whole episode on Steve.

00:51:14.302 --> 00:51:14.943
Dude's a legend.

00:51:16.403 --> 00:51:17.465
But I think people aren't.

00:51:17.684 --> 00:51:19.166
I think if you confuse them,

00:51:19.427 --> 00:51:20.068
you lose them.

00:51:20.268 --> 00:51:21.809
And it's not true just because it rhymes.

00:51:22.268 --> 00:51:24.150
So I think organizations,

00:51:24.311 --> 00:51:25.231
you sound like you have a

00:51:25.331 --> 00:51:26.472
very clear understanding of

00:51:26.532 --> 00:51:27.653
what you're actually providing.

00:51:28.213 --> 00:51:28.414
Right.

00:51:28.534 --> 00:51:29.474
So sorry, I get a phone call.

00:51:29.815 --> 00:51:30.856
I think you clearly

00:51:30.896 --> 00:51:31.757
understand what you're

00:51:31.938 --> 00:51:33.498
providing and then you

00:51:33.579 --> 00:51:34.639
understand their objection

00:51:34.840 --> 00:51:36.021
and then you communicate

00:51:36.201 --> 00:51:36.961
that it's not that.

00:51:38.409 --> 00:51:38.590
right?

00:51:39.210 --> 00:51:40.152
I think associations,

00:51:40.192 --> 00:51:42.132
I think big companies also

00:51:42.353 --> 00:51:43.193
fall into this trap.

00:51:43.233 --> 00:51:45.396
Look at some of the major PT

00:51:45.456 --> 00:51:47.797
organizations and they fall

00:51:47.838 --> 00:51:49.559
into the trap because a lot

00:51:49.599 --> 00:51:50.280
of times they're run by

00:51:50.360 --> 00:51:52.282
marketers looking at PTs going,

00:51:52.342 --> 00:51:52.922
I need to talk about

00:51:52.963 --> 00:51:57.246
degrees and certifications.

00:51:57.606 --> 00:51:59.047
They fall into that trap a lot as well.

00:51:59.208 --> 00:52:00.088
The people who do it well

00:52:00.289 --> 00:52:02.110
talk about me and they get a lot more

00:52:02.931 --> 00:52:04.052
Anybody can get a first date

00:52:04.632 --> 00:52:05.632
slick to get a first date.

00:52:05.672 --> 00:52:06.713
You can get quick, right?

00:52:07.012 --> 00:52:07.793
It's that second date.

00:52:08.092 --> 00:52:09.014
It's that 15th date.

00:52:09.494 --> 00:52:10.114
It's that marriage.

00:52:10.153 --> 00:52:11.594
I'm still trying to figure that one out,

00:52:12.295 --> 00:52:13.155
but I'm working on it.

00:52:13.396 --> 00:52:13.695
Right.

00:52:16.376 --> 00:52:18.878
Talking just before we wrap up, um,

00:52:19.579 --> 00:52:20.619
I made a connection here.

00:52:21.018 --> 00:52:23.079
So when I think of my patient,

00:52:23.139 --> 00:52:24.001
I say this a lot.

00:52:24.780 --> 00:52:26.081
Many of my patients would

00:52:26.141 --> 00:52:27.461
not come if they were

00:52:27.481 --> 00:52:29.003
paying out of pocket themselves,

00:52:29.043 --> 00:52:30.003
but because the insurance

00:52:30.043 --> 00:52:30.923
company is paying, um,

00:52:31.804 --> 00:52:33.465
They will come because it's

00:52:33.525 --> 00:52:34.744
on somebody else's dime.

00:52:34.804 --> 00:52:36.045
Now you can look at that and say, well,

00:52:36.065 --> 00:52:37.626
they already paid the insurance premium.

00:52:37.666 --> 00:52:39.226
So it is them paying whatever.

00:52:39.867 --> 00:52:41.248
But when I think about membership,

00:52:41.288 --> 00:52:42.347
I think about APTA,

00:52:42.387 --> 00:52:43.389
I think about this value

00:52:43.449 --> 00:52:44.548
exchange and all of this.

00:52:45.268 --> 00:52:46.550
I won't mention the company,

00:52:46.610 --> 00:52:47.730
but we've shared

00:52:48.130 --> 00:52:49.371
screenshots of companies

00:52:49.391 --> 00:52:50.271
that are advertising.

00:52:50.291 --> 00:52:51.552
You get a free APTA

00:52:51.612 --> 00:52:53.632
membership when you work

00:52:53.652 --> 00:52:54.333
for this company.

00:52:55.032 --> 00:52:56.074
And so when I look at that,

00:52:56.114 --> 00:52:59.155
it's a very similar dynamic to, okay,

00:52:59.175 --> 00:53:00.856
so the therapist,

00:53:01.635 --> 00:53:03.277
gets the perceived value of

00:53:03.338 --> 00:53:04.438
the membership for free.

00:53:05.599 --> 00:53:07.661
It's being paid by someone else.

00:53:07.721 --> 00:53:09.302
So it's on somebody else's dime.

00:53:09.322 --> 00:53:12.505
I do think there's a huge value there.

00:53:12.545 --> 00:53:13.346
The company gets to

00:53:13.405 --> 00:53:14.166
advertise that we're

00:53:14.186 --> 00:53:15.168
supporting the professional

00:53:15.228 --> 00:53:16.208
organization and we're

00:53:16.228 --> 00:53:17.730
doing our part to push the

00:53:17.769 --> 00:53:18.630
profession forward.

00:53:19.070 --> 00:53:20.452
The therapist gets the value

00:53:20.532 --> 00:53:21.713
of the membership without

00:53:21.753 --> 00:53:23.295
paying out of pocket for it.

00:53:24.376 --> 00:53:26.117
It kind of goes both ways there.

00:53:26.878 --> 00:53:28.900
But again, I don't know,

00:53:28.920 --> 00:53:30.922
and I'm completely ignorant,

00:53:31.702 --> 00:53:33.643
if the APTA is doing

00:53:33.764 --> 00:53:35.206
anything to incentivize

00:53:35.286 --> 00:53:37.568
these businesses to give

00:53:37.887 --> 00:53:39.530
paid memberships to their staff.

00:53:39.690 --> 00:53:41.391
I remember back 20 years ago,

00:53:42.373 --> 00:53:43.574
When we were looking at this,

00:53:44.173 --> 00:53:44.795
they did not.

00:53:45.094 --> 00:53:47.297
So every team member I brought on,

00:53:47.317 --> 00:53:49.139
I had to pay the full APT

00:53:49.199 --> 00:53:50.760
membership and whatever else.

00:53:51.621 --> 00:53:53.342
But I do think if they're not,

00:53:53.523 --> 00:53:54.784
that would be a huge

00:53:54.844 --> 00:53:56.485
opportunity to give those

00:53:56.565 --> 00:53:57.967
employers the opportunity to say, hey,

00:53:58.288 --> 00:53:59.509
we're supporting the profession.

00:54:00.559 --> 00:54:02.802
So, okay, so I don't know,

00:54:02.822 --> 00:54:03.822
because I don't work for APTA,

00:54:03.842 --> 00:54:05.003
but I know this has been

00:54:05.023 --> 00:54:06.804
discussed multiple times, which is like,

00:54:06.864 --> 00:54:08.186
hey, if I'm a huge organization,

00:54:08.206 --> 00:54:09.286
you got to help me out here.

00:54:09.806 --> 00:54:11.329
This isn't just a, I'm big,

00:54:11.409 --> 00:54:12.148
give me a discount.

00:54:12.168 --> 00:54:14.110
This is cost prohibitive.

00:54:14.190 --> 00:54:14.992
I'd like to do it.

00:54:15.652 --> 00:54:15.811
right?

00:54:15.871 --> 00:54:18.213
Imagine like you over serve

00:54:18.273 --> 00:54:19.632
some young budding PT and

00:54:19.652 --> 00:54:21.313
then he grows up to be a CEO.

00:54:21.634 --> 00:54:22.193
He earned, you know,

00:54:22.213 --> 00:54:23.715
he builds a company to have

00:54:23.755 --> 00:54:25.675
a thousand clinics and he's

00:54:25.735 --> 00:54:26.356
still pro APT.

00:54:26.376 --> 00:54:27.715
He's like, freaking love you guys.

00:54:27.795 --> 00:54:30.157
I'd love to, I have 4,000 PTs.

00:54:30.697 --> 00:54:31.498
I'd love to do that.

00:54:31.518 --> 00:54:33.257
But like, watch this math.

00:54:33.498 --> 00:54:36.900
Like, um, so I think a volume thing is,

00:54:37.873 --> 00:54:39.414
Is something, and again,

00:54:39.554 --> 00:54:40.974
I know it's been discussed,

00:54:41.014 --> 00:54:41.873
so it might actually be in

00:54:41.914 --> 00:54:43.454
play or already being done.

00:54:44.034 --> 00:54:46.436
The second part of that coin, though,

00:54:46.936 --> 00:54:50.197
needs to be, you got me into Disney World,

00:54:50.697 --> 00:54:50.918
right?

00:54:50.998 --> 00:54:52.858
You're that random PT who

00:54:52.898 --> 00:54:55.119
starts working for a big company in Ohio.

00:54:56.201 --> 00:54:57.101
Now I'm a member.

00:54:57.402 --> 00:55:00.483
You have 12 months to earn

00:55:00.543 --> 00:55:05.146
that person's respect, admiration, value.

00:55:05.166 --> 00:55:06.746
This is Amazon Prime.

00:55:06.867 --> 00:55:08.228
I love asking a room full of

00:55:08.268 --> 00:55:09.728
people if they have Amazon

00:55:09.768 --> 00:55:11.130
Prime because everybody's hand goes up.

00:55:11.449 --> 00:55:11.951
And then I say,

00:55:11.990 --> 00:55:12.990
I need an exact dollar

00:55:13.030 --> 00:55:14.132
amount of how much you paid

00:55:14.172 --> 00:55:15.413
for Amazon Prime last year.

00:55:15.893 --> 00:55:17.494
And I get what's called rhubarb.

00:55:18.199 --> 00:55:19.061
Have you ever heard of rhubarb?

00:55:19.081 --> 00:55:19.121
No.

00:55:19.981 --> 00:55:20.983
I mean, I know the vegetable.

00:55:21.545 --> 00:55:22.686
So here's what rhubarb is.

00:55:22.726 --> 00:55:24.307
I was taught this by a PT professor.

00:55:24.889 --> 00:55:26.851
Rhubarb is if you're a

00:55:26.972 --> 00:55:29.094
background actor in like a

00:55:30.096 --> 00:55:30.777
restaurant scene,

00:55:30.797 --> 00:55:31.918
you're the person at another table.

00:55:32.278 --> 00:55:33.721
They teach you to just

00:55:33.760 --> 00:55:34.782
repeat the word rhubarb.

00:55:35.548 --> 00:55:36.849
Because that rhubarb, rhubarb,

00:55:36.889 --> 00:55:38.391
rhubarb looks like it's got

00:55:38.411 --> 00:55:39.211
a bunch of random syllables.

00:55:39.291 --> 00:55:39.733
I don't know,

00:55:39.793 --> 00:55:41.273
but that's the industry term.

00:55:41.494 --> 00:55:42.114
Just keep repeating.

00:55:42.394 --> 00:55:43.416
Don't make up a conversation

00:55:43.436 --> 00:55:44.456
with the other background actor.

00:55:44.476 --> 00:55:45.556
Just say rhubarb back to each other.

00:55:45.577 --> 00:55:46.577
That's what they do.

00:55:47.119 --> 00:55:47.998
So when I ask a room full of

00:55:48.018 --> 00:55:48.980
people who has Amazon Prime,

00:55:49.019 --> 00:55:49.900
everybody raises their hand.

00:55:50.181 --> 00:55:51.362
When I say I need an exact

00:55:51.402 --> 00:55:52.663
dollar amount within $10 of

00:55:52.682 --> 00:55:53.423
how much you paid for

00:55:53.463 --> 00:55:57.306
Amazon Prime last year, and I get rhubarb,

00:55:57.327 --> 00:55:57.887
rhubarb, rhubarb.

00:55:57.947 --> 00:55:58.108
Right.

00:55:58.543 --> 00:55:59.445
Do you want to know why that is?

00:55:59.465 --> 00:56:01.286
Because Amazon overloads on

00:56:01.346 --> 00:56:02.967
value to the point when you

00:56:02.987 --> 00:56:04.168
don't care how much it costs.

00:56:04.268 --> 00:56:05.108
You understand you're

00:56:05.128 --> 00:56:06.710
getting so much more that

00:56:06.731 --> 00:56:07.610
you will take my Amazon

00:56:07.650 --> 00:56:10.432
Prime account out of my cold, dead hands.

00:56:11.454 --> 00:56:13.096
So in this situation,

00:56:13.275 --> 00:56:15.476
if you have a company

00:56:15.538 --> 00:56:16.778
willing to pay for APT

00:56:16.818 --> 00:56:18.280
membership or membership to anything,

00:56:18.599 --> 00:56:20.822
an app, a platform, something to use,

00:56:21.242 --> 00:56:23.724
you didn't win as the app

00:56:23.824 --> 00:56:24.525
or the association.

00:56:24.724 --> 00:56:25.485
You did not win there.

00:56:26.257 --> 00:56:29.159
you have a chance to now,

00:56:29.239 --> 00:56:30.019
exchange of abundance,

00:56:30.559 --> 00:56:33.101
to earn that person's undying loyalty.

00:56:34.163 --> 00:56:35.704
Put yourself in that situation.

00:56:35.884 --> 00:56:38.326
If I have a chance of losing that person,

00:56:38.346 --> 00:56:38.827
because Tony,

00:56:38.847 --> 00:56:39.947
what do we know about the

00:56:39.987 --> 00:56:40.967
cost of gaining a new

00:56:41.027 --> 00:56:42.769
customer or retaining an

00:56:42.809 --> 00:56:43.570
existing customer?

00:56:44.411 --> 00:56:45.391
Gaining a customer is

00:56:45.811 --> 00:56:46.913
infinitely more expensive

00:56:47.032 --> 00:56:48.074
than retaining and

00:56:48.273 --> 00:56:49.635
over-serving an existing customer.

00:56:50.235 --> 00:56:51.675
Put yourself in that person's shoes,

00:56:52.762 --> 00:56:54.864
Have the boldness to say,

00:56:55.003 --> 00:56:56.105
I understand why they left.

00:56:56.565 --> 00:56:57.346
We failed them.

00:56:57.786 --> 00:56:59.387
And then how do we not fail

00:56:59.407 --> 00:57:00.849
the next thousand that

00:57:00.869 --> 00:57:01.409
we're going to get?

00:57:02.371 --> 00:57:03.652
And I think a lot of times

00:57:03.692 --> 00:57:04.432
people are stuck in this

00:57:04.512 --> 00:57:05.833
model of they don't

00:57:05.994 --> 00:57:07.675
understand what business

00:57:07.715 --> 00:57:09.016
they are or they're being

00:57:09.077 --> 00:57:10.739
expected to be in.

00:57:10.958 --> 00:57:11.760
And I think they're in the

00:57:11.780 --> 00:57:12.601
relationship business,

00:57:12.960 --> 00:57:13.902
not the membership business.

00:57:14.750 --> 00:57:14.969
Yeah.

00:57:15.851 --> 00:57:16.110
Yeah.

00:57:16.592 --> 00:57:17.211
Parting shots.

00:57:18.554 --> 00:57:19.193
Well, we got to save.

00:57:19.233 --> 00:57:19.974
We were going to talk about

00:57:19.994 --> 00:57:22.416
something else in terms of signage.

00:57:22.456 --> 00:57:23.797
We'll talk about signage.

00:57:24.239 --> 00:57:26.161
You and Dave vehemently disagree.

00:57:26.400 --> 00:57:27.601
And I love you that because

00:57:27.641 --> 00:57:28.422
I get to see two different

00:57:28.463 --> 00:57:29.563
opinions and then I get to form.

00:57:29.704 --> 00:57:30.264
Wait for it.

00:57:30.724 --> 00:57:31.364
My own.

00:57:31.846 --> 00:57:33.186
Or I get to have a dynamic opinion,

00:57:33.206 --> 00:57:34.427
which is like, well, I agree with.

00:57:34.447 --> 00:57:34.648
All right.

00:57:34.668 --> 00:57:35.608
So we'll talk about signage

00:57:35.648 --> 00:57:36.409
and building a brand.

00:57:37.271 --> 00:57:38.271
Parting shots is.

00:57:39.795 --> 00:57:40.916
If you were gonna do an exercise,

00:57:41.076 --> 00:57:42.438
I would suggest sit down

00:57:42.478 --> 00:57:44.599
and ask yourself if you had

00:57:44.639 --> 00:57:46.382
to erase the dry erase

00:57:46.422 --> 00:57:47.143
board of everything that

00:57:47.182 --> 00:57:47.902
you know right now,

00:57:48.083 --> 00:57:50.266
and we have a pretty diverse audience,

00:57:50.485 --> 00:57:50.666
right?

00:57:50.766 --> 00:57:52.728
Physical therapists, PTAs, business owners,

00:57:52.768 --> 00:57:53.889
people who work for other businesses.

00:57:54.489 --> 00:57:55.050
Doesn't matter.

00:57:55.550 --> 00:57:56.192
Just because you work for

00:57:56.211 --> 00:57:57.112
another business does not

00:57:57.152 --> 00:57:58.733
mean that you are not a brand,

00:57:58.795 --> 00:57:59.795
you're an intrapreneur,

00:57:59.835 --> 00:58:00.777
or you could be an intrapreneur.

00:58:01.416 --> 00:58:03.057
Ask yourself what business

00:58:03.097 --> 00:58:05.159
you're actually in and then

00:58:05.278 --> 00:58:07.860
figure out how to be so damn good at that,

00:58:08.280 --> 00:58:10.021
that people tell their

00:58:10.121 --> 00:58:10.702
friends and their

00:58:10.742 --> 00:58:12.324
grandmothers about you so

00:58:12.344 --> 00:58:13.423
that you are overloaded.

00:58:13.923 --> 00:58:15.905
That's what business are you actually in?

00:58:15.985 --> 00:58:16.965
And your answer cannot be

00:58:17.005 --> 00:58:17.686
physical therapy.

00:58:18.126 --> 00:58:19.208
Physical therapy is a how,

00:58:19.367 --> 00:58:20.407
not a what or a why.

00:58:21.849 --> 00:58:22.670
I don't want to know what

00:58:22.710 --> 00:58:23.949
you're doing or why you're doing it,

00:58:23.989 --> 00:58:24.150
right?

00:58:24.190 --> 00:58:25.451
I want to know what business

00:58:25.490 --> 00:58:26.492
are you actually in.

00:58:27.384 --> 00:58:28.405
not how you deliver that.

00:58:28.485 --> 00:58:29.985
You don't deliver it via physical therapy.

00:58:30.224 --> 00:58:31.726
You deliver an experience, my friends.

00:58:32.005 --> 00:58:32.927
That's the business you're in.

00:58:33.567 --> 00:58:34.327
And I'd love to hear from you.

00:58:34.347 --> 00:58:36.608
So DM, comment, whatever.

00:58:36.889 --> 00:58:38.630
We could do a whole episode

00:58:38.730 --> 00:58:40.289
on people listening to this

00:58:40.811 --> 00:58:41.971
prompt and then, okay,

00:58:41.990 --> 00:58:43.132
I did that introspection

00:58:43.431 --> 00:58:44.512
and then sharing or doing

00:58:44.552 --> 00:58:46.052
video clips or bringing them in live.

00:58:46.373 --> 00:58:48.074
We could do a whole 60 minutes on,

00:58:48.353 --> 00:58:50.375
I did that, thought about it for a week,

00:58:50.474 --> 00:58:52.076
and then I changed my mind.

00:58:52.556 --> 00:58:54.177
The two biggest compliments

00:58:54.197 --> 00:58:54.878
people can give me

00:58:55.719 --> 00:58:56.561
not just willy-nilly.

00:58:56.581 --> 00:58:57.201
I want to earn them.

00:58:57.601 --> 00:58:58.603
I never thought about that,

00:58:59.143 --> 00:59:00.344
which says that me and Tony

00:59:00.384 --> 00:59:02.025
and Dave said something or

00:59:02.045 --> 00:59:02.766
brought something up that

00:59:02.786 --> 00:59:03.947
you'd never thought about before.

00:59:04.327 --> 00:59:06.989
And the even slight better compliment is,

00:59:07.369 --> 00:59:10.713
I never thought about that that way,

00:59:10.873 --> 00:59:12.355
which means we talked about

00:59:12.414 --> 00:59:14.016
something you have thought about a lot,

00:59:14.356 --> 00:59:15.336
and we gave you a different

00:59:15.376 --> 00:59:15.938
way to look at it.

00:59:16.077 --> 00:59:16.737
I'm not trying to hear to

00:59:16.778 --> 00:59:17.318
change your mind.

00:59:17.358 --> 00:59:18.579
I just want to show you

00:59:18.599 --> 00:59:19.280
different perspectives.

00:59:19.320 --> 00:59:20.842
So ask yourself what business you're in.

00:59:21.021 --> 00:59:21.682
That's my parting shot.

00:59:22.371 --> 00:59:22.771
I love it.

00:59:22.891 --> 00:59:23.291
I love it.

00:59:23.672 --> 00:59:25.532
And I would say for me, parting shot,

00:59:26.032 --> 00:59:26.313
you know,

00:59:26.353 --> 00:59:27.393
the best way to really

00:59:27.454 --> 00:59:28.614
understand if you're

00:59:28.653 --> 00:59:30.815
delivering an excess in value,

00:59:30.875 --> 00:59:32.755
and it can be a two sided direction,

00:59:33.056 --> 00:59:36.197
I give you 10 bucks, you clean my gutters,

00:59:36.898 --> 00:59:37.958
the gutter cleaning is

00:59:37.998 --> 00:59:39.938
worth more than the 10 bucks is to me.

00:59:40.518 --> 00:59:42.000
The 10 bucks to you is worth

00:59:42.039 --> 00:59:43.581
more than the time to clean my gutters.

00:59:43.621 --> 00:59:45.722
Like totally an excess in

00:59:45.782 --> 00:59:47.023
value on both sides.

00:59:47.543 --> 00:59:48.923
The best way to judge if

00:59:48.983 --> 00:59:51.266
that's happening is if they come back,

00:59:51.346 --> 00:59:52.445
if they stay, you know,

00:59:52.485 --> 00:59:54.927
if the member stays a year

00:59:55.007 --> 00:59:56.208
and then renews their membership,

00:59:56.608 --> 00:59:57.650
you have exceeded their

00:59:57.710 --> 00:59:58.809
expectation and value.

00:59:59.251 --> 01:00:00.972
People hate the way I treat patients.

01:00:01.052 --> 01:00:02.172
People hate a lot of the

01:00:02.211 --> 01:00:03.893
things that I say that I do in my clinic.

01:00:04.032 --> 01:00:05.114
I don't care what people think.

01:00:05.673 --> 01:00:06.855
What tells me I'm doing the

01:00:06.894 --> 01:00:08.275
right thing is that if you

01:00:08.315 --> 01:00:09.317
look at my caseload,

01:00:09.317 --> 01:00:12.418
70% of more of them have

01:00:12.498 --> 01:00:13.998
been patients before that

01:00:14.018 --> 01:00:14.938
are coming back for

01:00:14.978 --> 01:00:15.798
different conditions

01:00:15.858 --> 01:00:17.338
because they love what we

01:00:17.358 --> 01:00:19.199
do and they love how we do it.

01:00:19.300 --> 01:00:20.960
That's what tells me my team

01:00:21.019 --> 01:00:22.260
is doing an amazing job.

01:00:23.280 --> 01:00:25.702
So that's how I judge performance.

01:00:26.181 --> 01:00:26.981
Yeah.

01:00:27.202 --> 01:00:29.722
If you do anything around Medicare billing,

01:00:29.782 --> 01:00:31.123
make sure you subscribe to

01:00:31.242 --> 01:00:32.262
Tony's YouTube channel,

01:00:32.302 --> 01:00:33.103
Learn Medicare Billing.

01:00:33.123 --> 01:00:33.724
That's how you find it.

01:00:33.764 --> 01:00:34.603
How many people are

01:00:34.824 --> 01:00:36.125
interacting there on the

01:00:36.164 --> 01:00:37.445
Facebook group that goes along with it?

01:00:38.445 --> 01:00:39.586
The channel has almost 10,000.

01:00:40.268 --> 01:00:42.530
I can't wait to pass 10,000 subscribers.

01:00:42.630 --> 01:00:45.936
The Facebook group has like 8,000 members.

01:00:46.516 --> 01:00:47.900
Super active.

01:00:47.960 --> 01:00:49.262
You charge people for answers, right?

01:00:50.414 --> 01:00:51.994
that's her question no I

01:00:52.054 --> 01:00:53.494
don't that's the whole idea

01:00:53.534 --> 01:00:54.394
people that's the whole

01:00:54.434 --> 01:00:55.275
idea if you want an answer

01:00:55.315 --> 01:00:56.036
come to people who are

01:00:56.076 --> 01:00:57.295
experts about uh learn

01:00:57.335 --> 01:00:58.177
medicare billing dave

01:00:58.197 --> 01:00:59.177
kittle the dave kittle show

01:00:59.217 --> 01:01:00.036
dave's having some uh it

01:01:00.077 --> 01:01:01.538
was wi-fi issues I can I

01:01:01.557 --> 01:01:03.018
can almost hear dave in the

01:01:03.038 --> 01:01:04.358
city murdering someone on

01:01:04.378 --> 01:01:05.478
the phone being like I pay

01:01:05.498 --> 01:01:07.179
for wi-fi this is my damn

01:01:07.239 --> 01:01:08.440
business and my wi-fi is

01:01:08.460 --> 01:01:09.940
coming so dave we'll have

01:01:09.960 --> 01:01:11.101
you back on uh on tuesday

01:01:11.141 --> 01:01:12.402
as well I'm jimmy k I

01:01:12.442 --> 01:01:13.481
changed the tagline to my show

01:01:14.481 --> 01:01:15.081
I want your thoughts.

01:01:15.742 --> 01:01:18.143
It used to be your profession,

01:01:18.222 --> 01:01:18.902
physical therapy,

01:01:19.043 --> 01:01:19.762
great physical therapy

01:01:19.804 --> 01:01:20.704
conversations on tap.

01:01:21.324 --> 01:01:22.643
I now say it's the podcast

01:01:23.485 --> 01:01:24.144
that makes physical

01:01:24.184 --> 01:01:26.324
therapists have fun and learn stuff.

01:01:27.146 --> 01:01:27.485
I love it.

01:01:27.905 --> 01:01:28.565
I like that one better.

01:01:28.666 --> 01:01:29.346
All right.

01:01:29.425 --> 01:01:30.547
Find me at PT podcast.

01:01:30.706 --> 01:01:31.927
We will see you the same

01:01:32.007 --> 01:01:34.228
time on Tuesdays and Thursdays.

01:01:34.248 --> 01:01:35.568
See ya.