Build a 7-Figure PT Network with Guerrilla Marketing Strategies

WEBVTT

00:00:04.419 --> 00:00:04.900
Hey guys,

00:00:05.299 --> 00:00:07.041
welcome back to PT Breakfast Club.

00:00:08.281 --> 00:00:09.201
The AI videos,

00:00:09.221 --> 00:00:10.702
they get me every single time.

00:00:11.002 --> 00:00:12.362
I still think they're funny.

00:00:12.643 --> 00:00:12.983
I don't know.

00:00:13.042 --> 00:00:16.743
That's muted on my end when you play it.

00:00:16.884 --> 00:00:17.243
Oh, really?

00:00:17.943 --> 00:00:18.725
Yeah, maybe it's auto-muted.

00:00:18.745 --> 00:00:19.105
I don't know.

00:00:19.864 --> 00:00:20.765
I get the audio on my end.

00:00:20.785 --> 00:00:21.144
I don't know.

00:00:21.164 --> 00:00:22.346
Maybe someone will tell us, but yeah,

00:00:22.365 --> 00:00:23.025
there's audio to that.

00:00:23.045 --> 00:00:23.686
It says, Hey everybody,

00:00:23.705 --> 00:00:25.227
welcome back to PT breakfast club.

00:00:25.246 --> 00:00:26.949
Like it even sounds like an intro.

00:00:27.669 --> 00:00:28.629
It's a little disturbing on

00:00:28.670 --> 00:00:29.309
how good that was.

00:00:29.329 --> 00:00:30.109
And Tony was like, yeah,

00:00:30.131 --> 00:00:31.271
I created that in like five seconds.

00:00:31.291 --> 00:00:31.891
It's wild.

00:00:32.531 --> 00:00:34.372
Uh, Dave Kittle, Stephen McKay,

00:00:34.472 --> 00:00:35.094
Tony Maritato.

00:00:36.243 --> 00:00:37.384
Wheeling and dealing in the background.

00:00:37.404 --> 00:00:38.444
Tony might be, I don't know if I should,

00:00:38.463 --> 00:00:43.847
he'll say publicly what he's doing.

00:00:44.008 --> 00:00:45.789
Here's the way to tease a segment.

00:00:46.569 --> 00:00:48.149
The seventy five thousand

00:00:48.170 --> 00:00:50.271
dollar fine that started

00:00:50.310 --> 00:00:51.311
with a telephone pole.

00:00:51.371 --> 00:00:54.152
And in my opinion, totally worth it.

00:00:54.414 --> 00:00:54.734
Right.

00:00:55.594 --> 00:00:56.395
That's the setup.

00:00:56.994 --> 00:00:58.076
Now you come in with the story.

00:00:59.345 --> 00:01:00.287
All right, this past weekend,

00:01:00.807 --> 00:01:02.131
shout out to my buddy, Ronan Johnson,

00:01:02.231 --> 00:01:04.814
and his wife, Belinda.

00:01:04.834 --> 00:01:05.856
They are expecting.

00:01:05.917 --> 00:01:07.438
We were at a co-ed baby shower.

00:01:07.459 --> 00:01:09.683
A lot of times,

00:01:09.703 --> 00:01:10.924
baby showers are just the women only.

00:01:10.944 --> 00:01:11.566
This was co-ed.

00:01:11.585 --> 00:01:12.087
This was awesome.

00:01:12.126 --> 00:01:12.727
It was in Brooklyn.

00:01:15.475 --> 00:01:17.197
one of the folks who sat at

00:01:17.216 --> 00:01:18.438
our table this guy named

00:01:18.597 --> 00:01:20.039
sandler he's a divorce

00:01:20.078 --> 00:01:21.900
attorney and we were

00:01:21.920 --> 00:01:22.581
talking about a bunch of

00:01:22.620 --> 00:01:23.381
stuff you know we're

00:01:23.400 --> 00:01:24.382
talking about life and

00:01:24.402 --> 00:01:25.162
business and all that and

00:01:25.182 --> 00:01:26.442
of course like if someone

00:01:26.462 --> 00:01:27.483
sits down you know how I am

00:01:27.504 --> 00:01:28.243
jimmy if someone sits down

00:01:28.284 --> 00:01:29.405
next to me and they're like

00:01:29.424 --> 00:01:31.085
a local service provider

00:01:31.126 --> 00:01:33.287
like I am like boom perfect

00:01:33.608 --> 00:01:34.787
perfect we're we're gonna

00:01:34.828 --> 00:01:36.028
we're gonna talk about

00:01:36.168 --> 00:01:37.269
anonymous challenging

00:01:37.310 --> 00:01:38.570
clients like all that stuff

00:01:38.611 --> 00:01:41.492
right and however we came across like

00:01:42.373 --> 00:01:43.135
I think he mentioned

00:01:43.155 --> 00:01:45.900
something about Google ads and I'm like,

00:01:45.920 --> 00:01:47.063
yeah, of course we use Google ads,

00:01:47.082 --> 00:01:48.125
whatever we got into marketing.

00:01:48.144 --> 00:01:50.409
Cause we're, you know, business nerds and,

00:01:50.569 --> 00:01:50.689
um,

00:01:51.962 --> 00:01:53.004
And I think I had just

00:01:53.063 --> 00:01:54.105
straight out asked him like, well,

00:01:54.144 --> 00:01:55.426
before Google ads, like, how did you know,

00:01:55.445 --> 00:01:56.385
like probably word of mouth, right?

00:01:56.406 --> 00:01:57.027
Like, how did you,

00:01:57.406 --> 00:01:58.408
how did you build up your practice?

00:01:58.487 --> 00:02:00.930
And this divorce attorney

00:02:01.569 --> 00:02:04.813
said that he was putting the tear off,

00:02:05.253 --> 00:02:06.933
like the flyers with the little cut,

00:02:07.013 --> 00:02:09.355
like pre-cut tear offs at the bottom.

00:02:09.395 --> 00:02:10.497
Like most of the time it's

00:02:10.516 --> 00:02:14.218
like for music lessons, dance lessons,

00:02:14.680 --> 00:02:14.960
right?

00:02:15.280 --> 00:02:16.420
Dog Walker or whatever,

00:02:16.501 --> 00:02:17.401
like that type of stuff.

00:02:19.236 --> 00:02:20.698
And so this attorney,

00:02:20.978 --> 00:02:22.479
this was I forget how many years ago,

00:02:22.598 --> 00:02:25.800
maybe close to fifteen or so years ago.

00:02:27.722 --> 00:02:30.604
He was papering all the

00:02:30.623 --> 00:02:31.745
telephone polls in his

00:02:31.784 --> 00:02:32.906
whole area of Brooklyn.

00:02:34.346 --> 00:02:35.747
And he did it for two years.

00:02:35.887 --> 00:02:36.367
And what's.

00:02:37.468 --> 00:02:39.070
bonkers is that peep it

00:02:39.330 --> 00:02:41.353
worked it was he got people

00:02:41.393 --> 00:02:43.895
to call and then some of

00:02:43.914 --> 00:02:45.997
them convert to paying

00:02:46.016 --> 00:02:47.578
clients who needed help

00:02:47.618 --> 00:02:50.360
with their divorce like I

00:02:50.381 --> 00:02:52.242
mean that first of all just

00:02:52.282 --> 00:02:53.163
that blew my mind I was

00:02:53.183 --> 00:02:54.145
like the fact that people

00:02:54.705 --> 00:02:55.384
So then I'm thinking

00:02:55.444 --> 00:02:56.824
immediately he keeps talking.

00:02:56.925 --> 00:02:57.086
Right.

00:02:57.145 --> 00:02:58.806
And I'm just like, let's see,

00:02:58.825 --> 00:03:00.225
should I should I start doing that?

00:03:00.246 --> 00:03:01.086
Should I do it myself?

00:03:01.126 --> 00:03:02.546
Should I should I pay some people?

00:03:02.586 --> 00:03:03.627
I know like on certain

00:03:03.727 --> 00:03:04.986
streets in Manhattan,

00:03:05.007 --> 00:03:06.768
like Park Ave and Fifth Ave,

00:03:06.828 --> 00:03:08.027
like I'm thinking like

00:03:08.288 --> 00:03:10.228
there's never any flyers up.

00:03:10.268 --> 00:03:10.407
Right.

00:03:10.427 --> 00:03:10.987
Because I don't know if it's

00:03:11.008 --> 00:03:12.568
like too bougie or there's like some,

00:03:12.968 --> 00:03:14.729
you know, Park Ave cleaning committee or,

00:03:14.829 --> 00:03:16.550
you know, environmental whatever.

00:03:18.550 --> 00:03:19.691
there's more to this story

00:03:19.850 --> 00:03:21.973
but are you surprised in

00:03:22.013 --> 00:03:22.813
new york city or in

00:03:22.854 --> 00:03:23.814
brooklyn but you know new

00:03:23.835 --> 00:03:26.296
york city that people

00:03:26.377 --> 00:03:27.679
actually tore off this

00:03:27.699 --> 00:03:28.780
guy's name and number and

00:03:28.800 --> 00:03:30.540
called him for a divorce

00:03:30.600 --> 00:03:32.823
attorney not for that like

00:03:33.503 --> 00:03:34.343
So first of all,

00:03:34.764 --> 00:03:36.004
I love talking about this

00:03:36.085 --> 00:03:37.504
and I don't think I'm an expert at this.

00:03:37.625 --> 00:03:39.006
I just I love digging into it.

00:03:39.045 --> 00:03:39.246
Right.

00:03:39.286 --> 00:03:40.866
So like when you bring this up,

00:03:40.986 --> 00:03:42.366
my whole thing is like, cool.

00:03:42.747 --> 00:03:43.586
Why did that work?

00:03:43.826 --> 00:03:45.008
Like almost like an engineer.

00:03:45.027 --> 00:03:45.987
I'm not saying I'm an engineer,

00:03:46.008 --> 00:03:47.229
but I do love like taking

00:03:47.269 --> 00:03:48.628
things apart that are not

00:03:49.088 --> 00:03:50.129
technical and trying to put

00:03:50.150 --> 00:03:50.729
them back together.

00:03:51.210 --> 00:03:53.770
So like people don't buy the best.

00:03:54.531 --> 00:03:55.991
And I actually had I have a

00:03:56.092 --> 00:03:57.051
LinkedIn post right now.

00:03:57.451 --> 00:03:59.233
I saw my blowing up and

00:03:59.272 --> 00:04:00.753
which came from someone else's idea.

00:04:01.514 --> 00:04:02.354
And I'll start with that.

00:04:02.394 --> 00:04:02.974
And it makes sense.

00:04:03.875 --> 00:04:04.754
Eric Merritt taught me when

00:04:04.775 --> 00:04:05.375
I was a student.

00:04:05.436 --> 00:04:06.515
He's like to be.

00:04:06.596 --> 00:04:07.475
And I think I wanted to be

00:04:07.496 --> 00:04:08.616
like a professional sports

00:04:08.637 --> 00:04:09.736
team PT at that point.

00:04:10.056 --> 00:04:10.937
And I was like, how do I do that?

00:04:10.957 --> 00:04:12.157
And he's like, I wanted that.

00:04:12.237 --> 00:04:13.419
I wanted that at some point, too.

00:04:13.838 --> 00:04:14.739
And then I didn't want that.

00:04:14.799 --> 00:04:14.998
Right.

00:04:15.038 --> 00:04:15.199
Yeah.

00:04:15.379 --> 00:04:16.339
And I think I didn't want to

00:04:16.360 --> 00:04:17.821
because Eric explained how

00:04:17.841 --> 00:04:18.641
to unpack that.

00:04:18.701 --> 00:04:19.360
So anyway, we'll get to it.

00:04:19.701 --> 00:04:22.502
The three A's available, affable,

00:04:23.122 --> 00:04:23.543
adequate.

00:04:24.781 --> 00:04:25.922
I think there's a lot of

00:04:25.961 --> 00:04:26.742
people that think you need

00:04:26.762 --> 00:04:28.144
to be the absolute best at

00:04:28.223 --> 00:04:29.444
everything or the thing

00:04:29.464 --> 00:04:30.026
that you're doing.

00:04:30.446 --> 00:04:31.107
And Eric,

00:04:31.387 --> 00:04:32.567
and I don't know if you agree or not,

00:04:32.788 --> 00:04:33.949
I think you need to be good.

00:04:34.850 --> 00:04:37.151
You need to be a B plus, right?

00:04:37.632 --> 00:04:38.872
But the juice versus squeeze

00:04:38.913 --> 00:04:39.853
ratio of going from a B

00:04:39.894 --> 00:04:41.435
plus to an A plus is so

00:04:41.495 --> 00:04:42.797
huge that you don't have

00:04:42.857 --> 00:04:43.997
time to do the other things,

00:04:44.338 --> 00:04:46.259
which is available and affable.

00:04:46.759 --> 00:04:48.242
So now I'm going to make it, I mean,

00:04:48.262 --> 00:04:49.642
here comes the tangent to

00:04:49.663 --> 00:04:50.644
your divorce attorney.

00:04:52.028 --> 00:04:53.889
But not my divorce.

00:04:53.930 --> 00:04:54.889
Not your divorce.

00:04:57.913 --> 00:05:00.735
But people buy who they know

00:05:00.815 --> 00:05:01.636
and what they know.

00:05:01.937 --> 00:05:03.757
I'm sure if there's people

00:05:03.778 --> 00:05:05.038
who are doing the absolute

00:05:05.560 --> 00:05:07.081
craziest amount of research

00:05:07.141 --> 00:05:08.322
of which divorce attorney

00:05:08.341 --> 00:05:09.543
is going to be the best or whatever,

00:05:09.562 --> 00:05:10.423
the long guy.

00:05:11.064 --> 00:05:13.346
But we sort of buy who, on average,

00:05:13.666 --> 00:05:16.608
overall, we buy who we know.

00:05:16.689 --> 00:05:18.391
If we have that problem right now,

00:05:19.625 --> 00:05:20.406
I pull the trigger.

00:05:20.805 --> 00:05:22.267
Or if I mentally save it for

00:05:22.327 --> 00:05:23.870
later and then have the problem later,

00:05:23.910 --> 00:05:25.451
I then go back through my mind and go,

00:05:25.891 --> 00:05:26.992
wait a minute, who is it?

00:05:27.533 --> 00:05:28.535
It's Roto-Rooter.

00:05:29.656 --> 00:05:30.396
I've never actually had a

00:05:30.596 --> 00:05:31.718
toilet clog so bad that I

00:05:31.738 --> 00:05:32.899
needed to bring in a professional.

00:05:33.560 --> 00:05:34.322
But when I do,

00:05:34.362 --> 00:05:35.161
you know it's going to be

00:05:35.223 --> 00:05:36.144
likely Roto-Rooter.

00:05:36.504 --> 00:05:38.927
Or I'm going to go and search those things,

00:05:39.026 --> 00:05:39.346
right?

00:05:40.345 --> 00:05:41.745
So I guess if you're the

00:05:41.826 --> 00:05:44.149
solution in someone's way,

00:05:44.709 --> 00:05:45.629
while they're thinking

00:05:45.670 --> 00:05:47.252
about having to solve that problem,

00:05:47.552 --> 00:05:48.033
you win.

00:05:48.653 --> 00:05:50.375
And while you were just talking,

00:05:50.454 --> 00:05:52.456
I just asked ChatGPT to

00:05:52.476 --> 00:05:54.158
give me a timeline of how

00:05:54.218 --> 00:05:56.901
people got business through history.

00:05:58.072 --> 00:06:00.173
Number one was the town crier,

00:06:00.735 --> 00:06:01.696
the guy who stood in the

00:06:01.735 --> 00:06:02.776
middle of town and yelled.

00:06:02.817 --> 00:06:03.997
And you could pay the town crier,

00:06:04.637 --> 00:06:05.699
and then people heard about you.

00:06:05.819 --> 00:06:06.699
And then word of mouth.

00:06:06.759 --> 00:06:08.262
Word of mouth has always been there.

00:06:08.641 --> 00:06:10.463
But if you only rely on word of mouth,

00:06:11.444 --> 00:06:13.166
water sort of finds its level, right?

00:06:13.206 --> 00:06:14.307
If you were good, the town knew.

00:06:14.327 --> 00:06:16.910
And if you sucked, the town really knew.

00:06:16.949 --> 00:06:19.392
Like word of mouth is the original Yelp.

00:06:20.932 --> 00:06:22.952
Next was the yellow pages and classifieds,

00:06:23.033 --> 00:06:24.473
which was how can we put

00:06:24.834 --> 00:06:25.793
all of these solutions

00:06:25.834 --> 00:06:27.533
together in a book and then

00:06:27.574 --> 00:06:30.555
just hand deliver them to people, right?

00:06:31.555 --> 00:06:32.214
After that,

00:06:32.254 --> 00:06:33.295
what would be the major

00:06:33.334 --> 00:06:36.615
milestone after that?

00:06:36.716 --> 00:06:38.636
In terms of evolution of

00:06:38.915 --> 00:06:40.255
hearing about other businesses?

00:06:40.776 --> 00:06:41.076
Yeah.

00:06:41.237 --> 00:06:42.516
So you've got town criers

00:06:42.916 --> 00:06:43.737
and then you've got-

00:06:43.776 --> 00:06:45.057
Newspaper ads or whatever?

00:06:45.117 --> 00:06:45.997
Newspaper, right?

00:06:46.057 --> 00:06:48.958
Mass media, which is like billboards-

00:06:50.130 --> 00:06:51.033
And newspapers.

00:06:51.233 --> 00:06:53.598
Like find, oh, let me put the, let me,

00:06:53.658 --> 00:06:54.540
because now you have people

00:06:54.560 --> 00:06:56.485
going along a route for a billboard.

00:06:57.870 --> 00:06:58.490
And newspaper.

00:06:58.571 --> 00:06:59.170
Then, of course,

00:06:59.511 --> 00:07:02.053
now the ads and the way we

00:07:02.093 --> 00:07:03.935
find stuff start to parallel technology,

00:07:04.456 --> 00:07:06.958
television, or sorry, newspaper, radio,

00:07:07.218 --> 00:07:08.639
television, the internet,

00:07:08.699 --> 00:07:09.699
which people I worked with

00:07:09.720 --> 00:07:11.141
in radio told me was a fad

00:07:11.380 --> 00:07:12.141
and wasn't going to do

00:07:12.182 --> 00:07:14.444
anything to disrupt newspaper, TV,

00:07:14.463 --> 00:07:14.963
or radio.

00:07:15.485 --> 00:07:16.326
A lot of those dudes don't

00:07:16.346 --> 00:07:17.826
have jobs right now, right?

00:07:18.166 --> 00:07:18.687
And then, of course,

00:07:18.747 --> 00:07:20.689
next thing was like SEO was king.

00:07:20.749 --> 00:07:21.589
Google was king.

00:07:22.069 --> 00:07:24.291
And now it's like social media,

00:07:24.572 --> 00:07:25.473
influencers...

00:07:26.586 --> 00:07:27.528
So the reason I'm

00:07:27.569 --> 00:07:30.374
highlighting this is this

00:07:30.413 --> 00:07:32.838
divorce attorney just went

00:07:32.937 --> 00:07:36.524
backwards because it wasn't

00:07:36.545 --> 00:07:38.247
crowded because the

00:07:38.267 --> 00:07:39.689
telephone wasn't crowded.

00:07:40.276 --> 00:07:42.437
also he said at the time, like he had,

00:07:42.516 --> 00:07:42.716
you know,

00:07:42.757 --> 00:07:43.797
student loan debt and didn't

00:07:43.817 --> 00:07:44.598
really have a lot of money.

00:07:44.637 --> 00:07:44.838
Right.

00:07:44.858 --> 00:07:45.317
So it was,

00:07:45.557 --> 00:07:47.918
he had more time than money in terms,

00:07:48.038 --> 00:07:50.180
in terms of paid marketing, in terms of,

00:07:50.379 --> 00:07:50.579
you know,

00:07:50.660 --> 00:07:52.100
budget to allocate to marketing.

00:07:52.521 --> 00:07:54.620
So he didn't have the money to, this was,

00:07:54.740 --> 00:07:56.922
I mean, still, uh, fifteen years ago,

00:07:56.961 --> 00:07:59.043
like Facebook ads were still around.

00:07:59.062 --> 00:08:01.264
Uh, uh, yeah.

00:08:01.723 --> 00:08:02.824
Facebook ad you could have done.

00:08:02.884 --> 00:08:04.165
I think Yelp was still around then or,

00:08:04.204 --> 00:08:04.365
you know,

00:08:04.425 --> 00:08:05.985
early days for both of those platforms.

00:08:06.985 --> 00:08:07.206
Um,

00:08:08.067 --> 00:08:09.708
He could have done... I

00:08:09.728 --> 00:08:10.428
don't know where else.

00:08:10.468 --> 00:08:14.173
Like, paid... Could have been newspapers,

00:08:14.213 --> 00:08:14.392
right?

00:08:14.432 --> 00:08:16.154
Could have been... But he didn't.

00:08:16.454 --> 00:08:17.976
He did the guerrilla marketing, you know,

00:08:18.016 --> 00:08:18.416
hustling.

00:08:19.177 --> 00:08:19.738
That's the thing.

00:08:19.778 --> 00:08:21.160
He's not going to outspend

00:08:21.521 --> 00:08:22.802
Smith and Smith Law.

00:08:23.062 --> 00:08:23.762
You can't.

00:08:24.103 --> 00:08:25.084
Like, if you're that guy...

00:08:26.266 --> 00:08:27.908
You you're not going to win there.

00:08:28.228 --> 00:08:29.949
So I have a steal this strategy segment.

00:08:29.990 --> 00:08:30.651
I'll bring it up.

00:08:30.690 --> 00:08:31.591
But it shows that like

00:08:32.192 --> 00:08:34.315
you're not going to out Amazon, Amazon.

00:08:34.794 --> 00:08:36.197
You're not going to outspend

00:08:36.897 --> 00:08:38.058
Smith and Smith law if

00:08:38.078 --> 00:08:39.299
they're the attorneys at law.

00:08:39.659 --> 00:08:40.480
So he didn't.

00:08:40.861 --> 00:08:42.783
And he went hyper local.

00:08:43.043 --> 00:08:44.184
He also like, hey, man,

00:08:44.245 --> 00:08:45.285
as a divorce attorney,

00:08:45.566 --> 00:08:46.386
where was he in Brooklyn?

00:08:47.309 --> 00:08:47.629
Brooklyn.

00:08:47.649 --> 00:08:48.350
Yeah.

00:08:48.370 --> 00:08:49.371
He doesn't want clients from

00:08:49.412 --> 00:08:50.754
Jersey because either he's

00:08:50.913 --> 00:08:51.554
they're not going to come

00:08:51.595 --> 00:08:52.576
all the way in or he

00:08:52.596 --> 00:08:53.537
doesn't want to go all the way out.

00:08:53.557 --> 00:08:54.498
Like the juice isn't worth

00:08:54.518 --> 00:08:55.759
the squeeze unless it's a

00:08:55.840 --> 00:08:57.181
billion dollar divorce case.

00:08:58.022 --> 00:09:00.705
So he's he's playing where

00:09:01.005 --> 00:09:01.927
his people live.

00:09:01.966 --> 00:09:02.706
So he started.

00:09:02.788 --> 00:09:04.129
I know Simon Sinek is big on

00:09:04.188 --> 00:09:05.009
start with why.

00:09:05.936 --> 00:09:07.476
But you and I, we've had this discussion.

00:09:07.537 --> 00:09:08.157
Start with who?

00:09:08.417 --> 00:09:09.857
So he thought about who his audience was.

00:09:10.278 --> 00:09:12.499
Listen, hey, in this thirty block radius,

00:09:13.119 --> 00:09:13.778
statistically,

00:09:13.818 --> 00:09:14.779
people are getting divorced.

00:09:15.419 --> 00:09:16.399
And statistically, in New York,

00:09:16.419 --> 00:09:17.941
people walk around.

00:09:18.701 --> 00:09:20.042
The telephone pole model

00:09:20.081 --> 00:09:21.121
wouldn't work in my town

00:09:21.143 --> 00:09:22.722
because I live in a small town.

00:09:22.982 --> 00:09:24.163
People don't walk around.

00:09:24.224 --> 00:09:24.964
No one walks around there.

00:09:24.984 --> 00:09:25.423
No one walks around.

00:09:25.644 --> 00:09:26.605
But you know every...

00:09:27.798 --> 00:09:28.698
Every three blocks,

00:09:28.719 --> 00:09:30.039
you're stopping for three

00:09:30.059 --> 00:09:31.480
minutes to stand on a street corner.

00:09:31.700 --> 00:09:32.541
And if you're not doing this

00:09:32.561 --> 00:09:34.020
with your phone, you're doing this.

00:09:34.620 --> 00:09:36.081
Now, this isn't an ad.

00:09:36.422 --> 00:09:37.461
Dave doesn't bring this up

00:09:37.481 --> 00:09:38.842
because he's like, everybody,

00:09:39.102 --> 00:09:40.822
triple down on telephone pole ads.

00:09:41.023 --> 00:09:41.803
Put it everywhere.

00:09:42.224 --> 00:09:43.183
That's not what we're saying.

00:09:43.203 --> 00:09:44.644
We're saying actually walk

00:09:44.683 --> 00:09:45.804
in your audience's shoes.

00:09:46.772 --> 00:09:47.793
which for a PT is pretty

00:09:47.832 --> 00:09:49.934
good because we want to

00:09:49.995 --> 00:09:51.235
understand where they're

00:09:51.255 --> 00:09:52.256
moving and where they're not.

00:09:52.317 --> 00:09:53.857
That's why when I brought up, hey,

00:09:53.898 --> 00:09:56.860
what if you put ads in my

00:09:56.900 --> 00:09:58.022
local hockey rink when I

00:09:58.062 --> 00:09:58.942
play beer league hockey?

00:09:58.962 --> 00:10:00.443
Like every dude,

00:10:01.004 --> 00:10:02.326
every dude at some time or

00:10:02.346 --> 00:10:03.586
another when we're putting our skates up,

00:10:03.966 --> 00:10:05.928
planning about something, right?

00:10:06.288 --> 00:10:06.929
And listen,

00:10:07.029 --> 00:10:08.250
out of every dude in the league,

00:10:08.291 --> 00:10:09.552
there's a hundred guys in the league.

00:10:09.851 --> 00:10:10.592
Not all hundred of them are

00:10:10.613 --> 00:10:11.293
going to go to PT,

00:10:11.854 --> 00:10:13.735
but that ad probably pays for itself

00:10:14.969 --> 00:10:16.609
after one or two clients

00:10:16.668 --> 00:10:17.389
actually follow that.

00:10:17.470 --> 00:10:18.889
And then hopefully they get

00:10:18.929 --> 00:10:21.370
back to the original town square,

00:10:21.410 --> 00:10:22.530
which is the locker room again.

00:10:22.870 --> 00:10:23.870
Yeah, I went and saw John.

00:10:23.971 --> 00:10:24.610
It was awesome.

00:10:25.211 --> 00:10:26.812
I'm actually feeling a lot better.

00:10:27.812 --> 00:10:28.812
And that is valuable.

00:10:29.113 --> 00:10:30.633
Dan chiming in too,

00:10:30.653 --> 00:10:31.613
and I think this is important.

00:10:32.514 --> 00:10:33.833
This is what I left out of the timeline.

00:10:34.823 --> 00:10:36.044
We're now also shifting to

00:10:36.085 --> 00:10:37.566
ChatGPT and other LLMs

00:10:37.666 --> 00:10:38.667
making recommendations.

00:10:38.988 --> 00:10:40.828
You talked about that, right?

00:10:41.188 --> 00:10:42.831
Yeah, Dan, I don't know if you heard,

00:10:42.870 --> 00:10:44.351
but like maybe a couple of weeks,

00:10:44.511 --> 00:10:45.253
in the past couple of weeks,

00:10:45.332 --> 00:10:49.897
I've had two different clients find us,

00:10:50.017 --> 00:10:52.798
my practice, our phone number, call in,

00:10:52.918 --> 00:10:53.340
all of that.

00:10:53.820 --> 00:10:54.701
through chat GPT and they literally,

00:10:55.360 --> 00:10:56.881
they were searching very specifically,

00:10:57.182 --> 00:10:58.562
I would say a little more

00:10:58.602 --> 00:11:00.565
targeted than a normal Google search,

00:11:00.585 --> 00:11:01.404
but they were looking like

00:11:01.504 --> 00:11:03.265
one was looking for a

00:11:03.306 --> 00:11:06.288
physical therapist who treats nerve pain,

00:11:06.307 --> 00:11:07.149
complex regional pain

00:11:07.188 --> 00:11:08.429
syndrome that does home

00:11:08.470 --> 00:11:10.650
visits in Bed-Stuy, Brooklyn, like pretty,

00:11:10.870 --> 00:11:12.331
pretty targeted, like pretty,

00:11:12.471 --> 00:11:13.753
like you're looking, you're looking for,

00:11:14.073 --> 00:11:16.034
you know, a laser specific.

00:11:16.595 --> 00:11:17.216
But that's what we need.

00:11:17.235 --> 00:11:19.116
We need specific solutions.

00:11:19.177 --> 00:11:19.917
Cause if you gave me the

00:11:19.956 --> 00:11:21.398
best PT in New York and it

00:11:21.437 --> 00:11:23.240
was in Schenectady and I'm in Brooklyn,

00:11:23.960 --> 00:11:25.400
cool story bro doesn't help

00:11:25.461 --> 00:11:27.480
me so I think I think that

00:11:27.500 --> 00:11:28.162
was the first thing

00:11:28.221 --> 00:11:29.402
somebody from somebody from

00:11:29.442 --> 00:11:30.722
a professional association

00:11:31.582 --> 00:11:32.523
a year and a half ago when

00:11:32.562 --> 00:11:33.484
I started playing around

00:11:33.504 --> 00:11:34.783
with chat gpt and again

00:11:34.823 --> 00:11:35.504
keep in mind I'm still

00:11:35.625 --> 00:11:36.705
playing around there are

00:11:36.745 --> 00:11:38.086
people who are way deeper

00:11:38.125 --> 00:11:39.985
than I am but he he asked

00:11:40.005 --> 00:11:41.226
me he's like how do we sort

00:11:41.267 --> 00:11:42.988
of hack it so pt's the

00:11:43.048 --> 00:11:44.847
solution to a question when

00:11:44.888 --> 00:11:45.808
someone asks about their

00:11:45.849 --> 00:11:47.028
body and chat gpt I was

00:11:47.048 --> 00:11:48.649
like it needs to be the answer

00:11:49.806 --> 00:11:51.994
Like physical therapy,

00:11:52.014 --> 00:11:53.619
now how do you as your business

00:11:54.692 --> 00:11:56.695
I think we take a, well, first of all,

00:11:56.955 --> 00:11:57.855
take a look at LLMs.

00:11:57.914 --> 00:11:59.176
How are they getting their information?

00:11:59.375 --> 00:12:00.616
They're digesting the internet.

00:12:00.918 --> 00:12:03.178
So this goes back a few steps to, yes,

00:12:03.298 --> 00:12:04.340
having information and

00:12:04.379 --> 00:12:05.301
spreading information with

00:12:05.321 --> 00:12:08.043
your name on it and using keywords,

00:12:08.322 --> 00:12:08.602
right?

00:12:09.163 --> 00:12:10.104
And keywords aren't just

00:12:10.124 --> 00:12:11.504
like stuff the keyword in

00:12:11.524 --> 00:12:12.125
to get in there.

00:12:12.485 --> 00:12:13.787
It's the same as a dinner party,

00:12:13.807 --> 00:12:15.488
which is like if someone says back pain,

00:12:15.928 --> 00:12:16.749
your ears go up.

00:12:17.029 --> 00:12:17.750
So why aren't you saying

00:12:17.789 --> 00:12:18.870
back pain in places?

00:12:18.910 --> 00:12:19.490
You should be,

00:12:19.792 --> 00:12:21.552
not just because it's nothing keywords,

00:12:21.793 --> 00:12:22.913
but because that's what you provide.

00:12:23.254 --> 00:12:24.553
so hold on a second so this

00:12:24.573 --> 00:12:25.673
was set this is a seventy

00:12:25.693 --> 00:12:26.835
five thousand dollar fine

00:12:27.095 --> 00:12:29.995
from the yeah I wanted I

00:12:30.034 --> 00:12:30.975
wanted to just circle back

00:12:31.034 --> 00:12:34.115
on that exactly so um so so

00:12:34.135 --> 00:12:35.475
this attorney sandler was

00:12:35.535 --> 00:12:37.615
doing this for two years

00:12:37.876 --> 00:12:38.996
and he said like every

00:12:39.076 --> 00:12:39.976
saturday every like

00:12:40.037 --> 00:12:41.076
saturday sunday whatever

00:12:41.116 --> 00:12:42.236
like he was walking up and

00:12:42.277 --> 00:12:43.898
down you know no strand in

00:12:44.317 --> 00:12:45.138
some of these other streets

00:12:45.177 --> 00:12:46.238
in brooklyn and just

00:12:46.317 --> 00:12:47.957
basically putting a flyer

00:12:48.077 --> 00:12:49.879
taping it on the telephone

00:12:49.918 --> 00:12:51.678
pole or the street pole like

00:12:52.198 --> 00:12:52.899
like every block,

00:12:53.198 --> 00:12:54.580
like probably both sides of the block,

00:12:54.600 --> 00:12:55.779
like he was just hustling, right?

00:12:56.879 --> 00:12:58.000
He did it for two years.

00:12:58.181 --> 00:12:59.000
He got clients.

00:12:59.061 --> 00:13:01.142
He built his base of his practice,

00:13:01.162 --> 00:13:02.522
of his business, which is amazing.

00:13:03.022 --> 00:13:04.602
He's an awesome guy.

00:13:04.802 --> 00:13:05.883
He speaks really well.

00:13:06.643 --> 00:13:07.543
None of it surprised me.

00:13:07.764 --> 00:13:08.703
It did surprise me that he

00:13:08.764 --> 00:13:10.224
actually got phone calls from it.

00:13:10.464 --> 00:13:12.184
But then once they speak to him, I'm like,

00:13:12.365 --> 00:13:12.884
it's a done deal,

00:13:12.904 --> 00:13:15.225
because this guy's like a great speaker,

00:13:15.306 --> 00:13:16.046
great professional.

00:13:17.046 --> 00:13:19.106
So he did it for two years.

00:13:20.102 --> 00:13:21.024
Two years goes by,

00:13:21.345 --> 00:13:22.405
he gets a letter in the

00:13:22.446 --> 00:13:24.769
mail from some environmental,

00:13:24.828 --> 00:13:25.448
a New York City

00:13:25.489 --> 00:13:27.812
environmental agency or

00:13:27.871 --> 00:13:30.075
whatever with a seventy

00:13:30.154 --> 00:13:32.398
five thousand dollar fine.

00:13:32.817 --> 00:13:34.038
And they had a ton of

00:13:36.650 --> 00:13:39.913
He got like a big envelope in the mail,

00:13:39.933 --> 00:13:40.815
and I think they had sent

00:13:40.855 --> 00:13:44.096
him like evidence, yeah, like images of,

00:13:44.998 --> 00:13:46.178
and they were like cross streets,

00:13:46.198 --> 00:13:47.620
like this cross street, this cross street,

00:13:47.659 --> 00:13:48.740
this cross, and he was like, yeah,

00:13:48.760 --> 00:13:50.062
that was, he's like, that was me.

00:13:51.283 --> 00:13:54.866
So they sent him all that, and so,

00:13:55.147 --> 00:13:56.628
some five thousand dollar fine, I mean,

00:13:56.687 --> 00:13:58.730
for any solo professional,

00:13:58.950 --> 00:14:00.211
that's pretty big.

00:14:01.371 --> 00:14:04.374
So what he did is he fought

00:14:04.413 --> 00:14:05.934
it like crazy as I think

00:14:05.995 --> 00:14:06.796
most attorneys would do.

00:14:06.916 --> 00:14:07.696
I don't know how many

00:14:07.756 --> 00:14:08.537
physical therapists would

00:14:09.136 --> 00:14:10.418
fight the way that he would, but,

00:14:10.839 --> 00:14:11.259
or he did.

00:14:11.399 --> 00:14:12.639
So he said that he fought it

00:14:12.980 --> 00:14:15.522
really hard and he pulled out,

00:14:15.581 --> 00:14:16.942
I have to speak with him again,

00:14:16.962 --> 00:14:20.424
some different articles on trying to,

00:14:21.346 --> 00:14:21.706
you know,

00:14:22.105 --> 00:14:23.807
fight it and like how this

00:14:23.846 --> 00:14:24.748
wouldn't apply or whatever.

00:14:25.087 --> 00:14:25.769
Long story short,

00:14:27.014 --> 00:14:29.034
He was able to, he knocked it down.

00:14:29.635 --> 00:14:30.476
He was able to fight it for

00:14:30.657 --> 00:14:33.018
so long that they were like, oh,

00:14:33.057 --> 00:14:35.019
this guy is just like not giving up,

00:14:35.279 --> 00:14:35.460
right?

00:14:35.480 --> 00:14:36.620
So they eventually knocked

00:14:36.660 --> 00:14:38.863
it down to fifteen K,

00:14:38.982 --> 00:14:39.942
which is still a lot.

00:14:40.884 --> 00:14:42.705
And then he knocked,

00:14:42.884 --> 00:14:43.826
he knocked it down in terms

00:14:43.885 --> 00:14:44.986
of like a payment plan.

00:14:45.447 --> 00:14:46.648
So then it was five hundred

00:14:46.668 --> 00:14:50.030
dollars a month and no interest on it.

00:14:50.350 --> 00:14:51.312
So it was kind of like, hey,

00:14:51.371 --> 00:14:52.032
let's just spread these

00:14:52.072 --> 00:14:52.972
payments out in the future.

00:14:52.993 --> 00:14:53.153
Like,

00:14:53.173 --> 00:14:54.533
who cares if there's no interest on it?

00:14:54.553 --> 00:14:55.153
It's not going to grow.

00:14:56.414 --> 00:14:59.336
and uh and so he he did it

00:14:59.355 --> 00:15:00.876
that way and it just like

00:15:01.356 --> 00:15:02.477
and I that I did ask him

00:15:02.518 --> 00:15:04.818
I'm like you know would you

00:15:04.839 --> 00:15:05.859
do that again like would

00:15:05.879 --> 00:15:06.600
you go through that again

00:15:06.620 --> 00:15:07.700
he's like absolutely it's

00:15:07.720 --> 00:15:08.640
like you know it grew his

00:15:08.961 --> 00:15:10.621
his his basic clients from

00:15:10.922 --> 00:15:13.302
from zero to a practice to

00:15:13.322 --> 00:15:15.024
a business and he got

00:15:15.063 --> 00:15:16.163
through all the you know

00:15:16.183 --> 00:15:17.125
fighting with the city on

00:15:17.205 --> 00:15:21.846
it and now uh I'm thinking how could

00:15:23.216 --> 00:15:25.058
Don't get me in trouble, anyone.

00:15:25.479 --> 00:15:28.701
But if you're listening to this, how could,

00:15:29.062 --> 00:15:30.182
and maybe it's not a good question,

00:15:30.202 --> 00:15:30.923
because I'm thinking,

00:15:31.464 --> 00:15:32.865
how could I do this with

00:15:32.884 --> 00:15:33.686
like a different phone

00:15:33.706 --> 00:15:34.866
number and not put my brand

00:15:34.947 --> 00:15:35.548
on it or whatever?

00:15:35.567 --> 00:15:36.708
Because I'm thinking like this,

00:15:36.749 --> 00:15:37.769
that actually worked.

00:15:38.629 --> 00:15:40.511
So should, I'll put this out,

00:15:40.572 --> 00:15:41.773
should other physical

00:15:41.793 --> 00:15:42.734
therapists do this in New

00:15:42.754 --> 00:15:43.774
York or some other city?

00:15:45.086 --> 00:15:46.447
Maybe not because he got in

00:15:46.466 --> 00:15:47.346
trouble and you'll probably

00:15:47.366 --> 00:15:48.307
get in trouble if you do this.

00:15:49.469 --> 00:15:50.109
But I don't know if there's

00:15:50.168 --> 00:15:53.711
a way to do it that doesn't

00:15:53.811 --> 00:15:54.912
affect the environment.

00:15:55.312 --> 00:15:56.773
Probably not, right?

00:15:56.793 --> 00:15:57.373
I don't know.

00:15:58.514 --> 00:15:59.293
Well, I mean...

00:16:00.922 --> 00:16:03.523
First of all, my question to your friend,

00:16:03.562 --> 00:16:05.163
which I'm already going to answer for him,

00:16:05.443 --> 00:16:07.044
was the fifteen thousand

00:16:07.085 --> 00:16:08.206
dollar fine worth it?

00:16:08.566 --> 00:16:09.706
And the answer has to be yes,

00:16:09.726 --> 00:16:10.307
because he would have done

00:16:10.326 --> 00:16:11.067
it for two years.

00:16:11.488 --> 00:16:12.368
So I don't know how much

00:16:12.447 --> 00:16:13.489
money he made in two years

00:16:13.769 --> 00:16:15.730
directly from those tear offs,

00:16:15.809 --> 00:16:16.990
but it was more than

00:16:17.030 --> 00:16:18.030
fifteen thousand dollars.

00:16:18.532 --> 00:16:20.873
And now he has those happy customers.

00:16:20.893 --> 00:16:22.214
They're going to bring him more business.

00:16:22.254 --> 00:16:25.054
So it's the the snowball effect.

00:16:27.000 --> 00:16:28.279
So that's very interesting.

00:16:28.500 --> 00:16:29.520
How could you do it?

00:16:29.821 --> 00:16:31.520
It brings up my buddy Danny.

00:16:31.561 --> 00:16:32.801
My buddy Danny was a hustler.

00:16:33.120 --> 00:16:34.022
And this is back in the day

00:16:34.042 --> 00:16:36.861
before corporations were doing this.

00:16:37.543 --> 00:16:38.783
Danny went around Northeast

00:16:38.822 --> 00:16:40.143
Pennsylvania to bars

00:16:40.302 --> 00:16:41.623
because he worked at the

00:16:41.643 --> 00:16:42.384
radio station with me.

00:16:42.403 --> 00:16:43.224
So he had some cred.

00:16:43.663 --> 00:16:44.884
Some of the bar owners knew him.

00:16:45.563 --> 00:16:47.565
And he was paying them for

00:16:47.684 --> 00:16:48.924
advertising space above

00:16:49.044 --> 00:16:50.024
urinals on the back of the

00:16:50.065 --> 00:16:51.645
door of stalls and bathrooms.

00:16:52.145 --> 00:16:53.206
Like that literally was a

00:16:53.265 --> 00:16:54.086
small business model.

00:16:54.405 --> 00:16:55.326
And it worked well for like

00:16:55.346 --> 00:16:56.187
two or three years.

00:16:57.636 --> 00:16:57.996
Um,

00:16:58.216 --> 00:16:59.798
but how great would like a urology

00:16:59.839 --> 00:17:02.000
practice be if you had the

00:17:02.181 --> 00:17:04.403
ad in your face or whatever,

00:17:04.843 --> 00:17:05.723
like right there.

00:17:05.763 --> 00:17:05.903
Now,

00:17:05.983 --> 00:17:07.244
Danny ran into problems because people

00:17:07.265 --> 00:17:08.846
were vandalizing the frames

00:17:09.287 --> 00:17:10.106
and he had to pay somebody

00:17:10.126 --> 00:17:12.489
to rotate the ads right now.

00:17:12.528 --> 00:17:13.490
You could be like, well, it'll be like a,

00:17:13.690 --> 00:17:14.971
like a big iPad or something.

00:17:15.011 --> 00:17:15.471
But of course,

00:17:15.491 --> 00:17:16.333
someone's going to vandalize

00:17:16.353 --> 00:17:17.554
the frames depending on

00:17:17.574 --> 00:17:18.314
what kind of audience

00:17:18.334 --> 00:17:18.855
you're putting it in.

00:17:18.894 --> 00:17:19.055
Right.

00:17:19.095 --> 00:17:20.115
He was putting it a little bit of it.

00:17:20.536 --> 00:17:22.297
lower end bars so I don't

00:17:22.336 --> 00:17:23.498
know dude love to punch

00:17:23.518 --> 00:17:24.459
stuff for some reason I'm

00:17:24.499 --> 00:17:25.759
not I'm not a puncher but

00:17:25.798 --> 00:17:27.039
dude loves dude dudes love

00:17:27.079 --> 00:17:28.280
to punch this this is why

00:17:28.340 --> 00:17:29.981
dan says it's one of the

00:17:30.001 --> 00:17:31.002
reasons I publish and write

00:17:31.042 --> 00:17:31.883
so often show up on

00:17:31.923 --> 00:17:33.064
podcasts and do more things

00:17:33.084 --> 00:17:35.365
that pop up online so that

00:17:35.384 --> 00:17:37.406
you're priming the pump

00:17:37.426 --> 00:17:38.287
you're loading you

00:17:38.386 --> 00:17:39.928
understand what chachi pt

00:17:40.028 --> 00:17:41.108
eats for breakfast and

00:17:41.128 --> 00:17:43.009
these llmz for breakfast so

00:17:43.069 --> 00:17:43.971
why wouldn't you sprinkle

00:17:43.990 --> 00:17:45.511
your own version of lucky charms in there

00:17:46.229 --> 00:17:47.289
He says referrals are up one

00:17:47.309 --> 00:17:48.490
hundred twenty five percent this year.

00:17:49.112 --> 00:17:50.093
I am not discounting that.

00:17:50.173 --> 00:17:51.454
I think that's I would love to.

00:17:51.575 --> 00:17:53.076
I would love to unpack it and go.

00:17:53.257 --> 00:17:54.738
Is it correlation or causation?

00:17:55.519 --> 00:17:56.160
And also you just said

00:17:56.180 --> 00:17:57.320
there's like seven things there.

00:17:57.520 --> 00:17:58.422
I want to know which ones

00:17:58.942 --> 00:18:00.684
are positive ROI for Dan.

00:18:01.045 --> 00:18:02.506
And then I would have the needle.

00:18:02.526 --> 00:18:02.807
What's that?

00:18:02.826 --> 00:18:03.528
What's move the needle?

00:18:03.827 --> 00:18:04.528
I would go, Dan.

00:18:05.935 --> 00:18:08.396
What would it be worth monetarily?

00:18:08.557 --> 00:18:10.157
Because Dan's like a numbers guy.

00:18:10.377 --> 00:18:11.018
He's an owner.

00:18:11.178 --> 00:18:12.519
So if he showed up with

00:18:12.578 --> 00:18:14.358
Marcus Limonis or John Taffer,

00:18:14.920 --> 00:18:16.119
my guess is from what

00:18:16.160 --> 00:18:17.119
little I know about Dan is

00:18:17.361 --> 00:18:18.181
he would know his numbers.

00:18:19.020 --> 00:18:21.501
I would say at what point,

00:18:21.541 --> 00:18:23.222
at what size of a practice

00:18:23.603 --> 00:18:24.663
is the juice worth the

00:18:24.723 --> 00:18:26.624
squeeze on having someone

00:18:26.943 --> 00:18:28.765
who works for you full time,

00:18:29.164 --> 00:18:31.465
whose job is filling Dan's

00:18:31.506 --> 00:18:32.926
podcast calendar,

00:18:33.467 --> 00:18:34.488
creating the content.

00:18:34.508 --> 00:18:37.891
You remember who DRock is or was, right?

00:18:38.631 --> 00:18:39.152
Yeah, of course.

00:18:39.311 --> 00:18:41.133
The Gary V's videographer.

00:18:41.173 --> 00:18:43.174
Ten, fifteen years ago,

00:18:43.255 --> 00:18:44.935
Gary V went on Craigslist and was like,

00:18:45.016 --> 00:18:45.896
I need someone to ascend.

00:18:45.957 --> 00:18:48.038
This is the creepiest ad ever placed,

00:18:48.138 --> 00:18:48.838
but it worked.

00:18:49.199 --> 00:18:50.740
It helps build an empire.

00:18:51.161 --> 00:18:52.821
Gary V went on Craigslist and was like,

00:18:52.922 --> 00:18:54.042
need a videographer to

00:18:54.182 --> 00:18:55.584
literally follow me around.

00:18:56.444 --> 00:18:57.865
All day, every day, eight hours a day,

00:18:57.885 --> 00:18:58.826
your job is walk around

00:18:58.846 --> 00:19:00.248
with a backpack filled with gear.

00:19:00.667 --> 00:19:02.709
And when I just go, hey, I got something.

00:19:03.009 --> 00:19:04.711
And that was the dumbest idea ever.

00:19:05.070 --> 00:19:06.192
Like if you looked at that idea,

00:19:06.211 --> 00:19:07.373
it didn't make any sense.

00:19:07.913 --> 00:19:08.993
And yet it made complete sense.

00:19:09.413 --> 00:19:10.295
So my question is like,

00:19:10.474 --> 00:19:11.476
are we already past that

00:19:11.516 --> 00:19:12.615
point where practices?

00:19:13.176 --> 00:19:14.798
I don't know what the size is, though.

00:19:14.837 --> 00:19:15.878
Like you're not going to

00:19:15.919 --> 00:19:16.798
hire someone full time,

00:19:16.818 --> 00:19:17.700
but you might you might

00:19:17.740 --> 00:19:18.661
part time someone.

00:19:19.040 --> 00:19:20.082
We already talked about that.

00:19:20.961 --> 00:19:22.022
Maybe you shoot and that

00:19:22.042 --> 00:19:24.104
person edits and cause there's a process.

00:19:24.124 --> 00:19:24.544
There's a lot of,

00:19:24.784 --> 00:19:26.365
my question is at what point,

00:19:27.224 --> 00:19:28.546
and I've asked this question before.

00:19:29.125 --> 00:19:31.047
The idea is media companies

00:19:31.346 --> 00:19:33.127
used to have it departments, right?

00:19:33.597 --> 00:19:34.858
And now technology companies

00:19:34.898 --> 00:19:36.460
have media departments.

00:19:37.039 --> 00:19:37.861
People don't come to the

00:19:37.881 --> 00:19:39.701
radio station first to get

00:19:39.721 --> 00:19:40.422
their entertainment.

00:19:41.002 --> 00:19:43.443
I worked in radio for fifteen years.

00:19:43.865 --> 00:19:45.486
I've got Apple music.

00:19:46.707 --> 00:19:47.567
I don't go to listen.

00:19:47.586 --> 00:19:48.347
That's not where I go to

00:19:48.407 --> 00:19:49.868
find things out for the first time.

00:19:50.368 --> 00:19:51.288
So my question is,

00:19:52.349 --> 00:19:53.632
Is anybody – I know Rehab to

00:19:53.672 --> 00:19:54.471
Perform does it.

00:19:54.553 --> 00:19:56.034
I don't know if it's one person's job,

00:19:56.213 --> 00:19:57.875
but they're big enough and

00:19:57.915 --> 00:19:58.656
it makes sense.

00:19:59.257 --> 00:20:00.137
I would love to track the

00:20:00.178 --> 00:20:01.519
numbers because that would

00:20:01.539 --> 00:20:02.441
be an interesting job.

00:20:02.621 --> 00:20:03.281
I would love to talk to

00:20:03.301 --> 00:20:03.981
someone who does that,

00:20:04.162 --> 00:20:07.105
specifically in rehab or medicine, media.

00:20:07.306 --> 00:20:08.406
And I did some of that,

00:20:09.407 --> 00:20:10.068
but I got to be honest,

00:20:10.169 --> 00:20:13.032
the organization –

00:20:11.957 --> 00:20:14.859
that I did it for, we dipped our toe.

00:20:14.880 --> 00:20:16.300
They hired me and thought it was done.

00:20:16.320 --> 00:20:17.041
I was like, no,

00:20:17.541 --> 00:20:19.403
now you need to create so much stuff.

00:20:19.423 --> 00:20:20.404
You gotta keep me busy.

00:20:20.684 --> 00:20:21.705
You gotta make me tired.

00:20:22.007 --> 00:20:23.147
We didn't, it was cute,

00:20:23.167 --> 00:20:24.128
but it wasn't impactful.

00:20:24.848 --> 00:20:25.931
No matter how much I yelled

00:20:25.951 --> 00:20:26.730
and maybe I didn't make the

00:20:26.770 --> 00:20:27.592
case for it enough,

00:20:28.012 --> 00:20:29.074
but I was supposed to be

00:20:29.094 --> 00:20:31.015
the DRock for a very large PT practice.

00:20:31.791 --> 00:20:33.353
And I flew around the

00:20:33.373 --> 00:20:34.413
country throwing parties.

00:20:34.794 --> 00:20:35.094
I was like,

00:20:35.134 --> 00:20:36.675
this isn't what I'll do that

00:20:37.355 --> 00:20:38.257
while I'm there though.

00:20:38.297 --> 00:20:39.678
Why aren't I recording six videos?

00:20:39.897 --> 00:20:40.617
And then I was like,

00:20:40.657 --> 00:20:41.459
pat it on the head and told

00:20:41.479 --> 00:20:42.098
that's not important.

00:20:42.180 --> 00:20:44.540
And I was like, I thought so.

00:20:45.221 --> 00:20:45.402
I mean,

00:20:45.461 --> 00:20:46.383
part of that makes me want to leave

00:20:46.403 --> 00:20:47.262
healthcare altogether.

00:20:47.303 --> 00:20:48.523
Like maybe I'm just not a

00:20:48.584 --> 00:20:49.805
good enough convincer.

00:20:50.224 --> 00:20:51.346
Why am I spending ten years

00:20:51.365 --> 00:20:52.406
of my career convincing

00:20:52.446 --> 00:20:53.407
people they need to do this?

00:20:54.048 --> 00:20:55.088
And then them not doing it.

00:20:55.509 --> 00:20:56.888
That's both me as a media

00:20:56.909 --> 00:20:58.750
healthcare guy and me as a PT.

00:20:58.930 --> 00:21:00.030
That's why I couldn't be in

00:21:00.050 --> 00:21:00.590
clinic anymore.

00:21:00.830 --> 00:21:02.071
Most of the people I worked with,

00:21:02.432 --> 00:21:03.893
I could put together a good enough plan.

00:21:04.113 --> 00:21:05.373
I thought I had a good enough rapport.

00:21:05.733 --> 00:21:07.273
They just wouldn't do it and they'd flake.

00:21:07.294 --> 00:21:08.674
And it bothered me so much

00:21:08.694 --> 00:21:09.335
that I didn't want to be in

00:21:09.355 --> 00:21:09.976
the clinic anymore.

00:21:10.355 --> 00:21:10.875
Personally,

00:21:11.135 --> 00:21:12.457
some people have the patience for it.

00:21:12.797 --> 00:21:13.376
And that's awesome.

00:21:13.396 --> 00:21:14.137
And we need those people.

00:21:14.738 --> 00:21:15.597
I couldn't do it.

00:21:16.057 --> 00:21:16.939
It really bothered me.

00:21:19.449 --> 00:21:21.130
It makes more sense the larger you are.

00:21:21.450 --> 00:21:22.009
I would love to know what

00:21:22.029 --> 00:21:22.769
the tipping point is

00:21:22.990 --> 00:21:25.471
because Dan's goal is to expand.

00:21:26.230 --> 00:21:27.070
Dan's out on Long Island.

00:21:27.431 --> 00:21:28.271
He's getting bigger.

00:21:28.352 --> 00:21:29.271
The tipping point of having

00:21:29.352 --> 00:21:30.231
someone full-time do that?

00:21:30.432 --> 00:21:30.592
I mean,

00:21:30.632 --> 00:21:32.333
it depends on if you have the extra

00:21:32.353 --> 00:21:35.053
cash for that role as the full role.

00:21:35.512 --> 00:21:36.233
My question is,

00:21:36.693 --> 00:21:39.355
does it make sense to do it

00:21:39.555 --> 00:21:40.734
before you can afford it?

00:21:42.074 --> 00:21:44.236
I did this, this is such a dick move.

00:21:44.316 --> 00:21:45.156
I think so.

00:21:45.576 --> 00:21:46.337
Yeah, that's what I mean.

00:21:47.618 --> 00:21:48.559
If you get to the point

00:21:48.579 --> 00:21:49.441
where you don't need it,

00:21:49.461 --> 00:21:50.961
you're past the point where you need it.

00:21:51.002 --> 00:21:52.163
Here's the dick move that I did.

00:21:52.483 --> 00:21:53.704
I'm not gonna say where I was working,

00:21:53.744 --> 00:21:54.326
but I was working for a

00:21:54.346 --> 00:21:55.307
healthcare organization and

00:21:55.326 --> 00:21:56.387
my job was creating media.

00:21:56.907 --> 00:21:57.788
And I had a process.

00:21:57.969 --> 00:21:59.410
The problem was everybody

00:21:59.451 --> 00:22:00.371
wanted the result

00:22:01.259 --> 00:22:02.501
This was in research too.

00:22:02.762 --> 00:22:04.125
Everybody wanted the result,

00:22:04.727 --> 00:22:05.628
but not everybody wanted to

00:22:05.648 --> 00:22:06.990
do the work to get there.

00:22:07.251 --> 00:22:08.012
And I wasn't asking them to

00:22:08.053 --> 00:22:08.594
do all the work.

00:22:08.614 --> 00:22:09.256
I was like, hey,

00:22:09.296 --> 00:22:09.836
we're gonna shoot some

00:22:09.876 --> 00:22:11.219
videos in the next week.

00:22:11.500 --> 00:22:12.422
Can I get on your calendar?

00:22:13.307 --> 00:22:13.887
And I kept getting

00:22:14.008 --> 00:22:16.368
absolutely in a week into,

00:22:16.489 --> 00:22:17.328
I kept getting punted.

00:22:17.588 --> 00:22:19.288
They kept postponing it, right?

00:22:20.189 --> 00:22:23.849
So I, in a very high level email thread,

00:22:24.609 --> 00:22:26.230
hit reply all and said,

00:22:26.569 --> 00:22:28.990
CBS News wants to come

00:22:29.050 --> 00:22:30.911
tomorrow morning and do a

00:22:31.010 --> 00:22:32.330
story on this for us.

00:22:32.851 --> 00:22:34.192
Who can be on camera?

00:22:34.932 --> 00:22:35.872
Who can be available?

00:22:36.632 --> 00:22:38.471
And everybody said they'd show up.

00:22:39.251 --> 00:22:40.292
And then I said, I lied.

00:22:41.093 --> 00:22:42.413
It wasn't, CBS isn't coming.

00:22:43.509 --> 00:22:46.272
But I have a camera and I

00:22:46.292 --> 00:22:47.074
was going to put all my

00:22:47.134 --> 00:22:48.055
effort into creating a

00:22:48.134 --> 00:22:49.336
thing for you to send out

00:22:49.375 --> 00:22:51.218
into the world to

00:22:51.258 --> 00:22:52.278
communicate this thing that

00:22:52.318 --> 00:22:53.059
you just told me was

00:22:53.099 --> 00:22:53.961
important and that you

00:22:53.980 --> 00:22:54.761
wanted other people to know

00:22:54.981 --> 00:22:55.622
that would bring us

00:22:55.663 --> 00:22:58.065
patience and help us do the

00:22:58.085 --> 00:22:59.066
thing that keeps the lights

00:22:59.145 --> 00:22:59.967
on and keeps us paid.

00:23:00.887 --> 00:23:02.368
And that was the moment I knew.

00:23:03.353 --> 00:23:04.693
that I was in the wrong spot.

00:23:04.794 --> 00:23:05.874
Like they didn't care.

00:23:06.375 --> 00:23:07.454
They were, oh, CBS.

00:23:07.474 --> 00:23:08.695
So I was like, you have two choices.

00:23:08.955 --> 00:23:11.678
You can wait around for CBS to show up.

00:23:11.857 --> 00:23:12.857
And I'm not saying the PR

00:23:12.877 --> 00:23:14.739
people pitching to CBS when

00:23:14.759 --> 00:23:15.759
you have a viable story is

00:23:15.980 --> 00:23:16.640
a good strategy.

00:23:16.700 --> 00:23:16.980
Yes.

00:23:17.560 --> 00:23:19.001
The other option is,

00:23:19.894 --> 00:23:22.017
Continue to create your own at scale.

00:23:22.297 --> 00:23:23.357
Build your own channel.

00:23:23.637 --> 00:23:24.798
If Tony sat around and

00:23:24.838 --> 00:23:26.180
waited for CBS to come do a

00:23:26.221 --> 00:23:27.141
story on how he's teaching

00:23:27.161 --> 00:23:29.703
people how to learn how to bill Medicare,

00:23:29.983 --> 00:23:31.305
Tony would be waiting for a long time.

00:23:31.585 --> 00:23:32.806
Tony built a YouTube channel

00:23:32.826 --> 00:23:34.347
that's got a bajillion followers.

00:23:34.528 --> 00:23:35.628
He built his own.

00:23:35.989 --> 00:23:37.410
We are in the build your own

00:23:37.529 --> 00:23:40.593
era of that timeline I just mentioned.

00:23:40.653 --> 00:23:41.874
And I think not enough

00:23:41.894 --> 00:23:42.434
people are doing it.

00:23:43.374 --> 00:23:44.634
And speaking about building your own,

00:23:44.714 --> 00:23:46.757
so like, why don't we cover,

00:23:46.836 --> 00:23:47.557
so I mentioned,

00:23:47.897 --> 00:23:48.597
did I mention on the top of

00:23:48.617 --> 00:23:49.278
the show or in the

00:23:49.318 --> 00:23:50.278
pre-interview that tonight

00:23:50.358 --> 00:23:52.161
I have some physician dinner.

00:23:52.201 --> 00:23:54.221
So there's a Manhattan Pain Medicine,

00:23:55.163 --> 00:23:55.903
they've invited a bunch of

00:23:55.923 --> 00:23:57.904
providers to dinner in the city.

00:23:58.545 --> 00:24:01.027
And I think a combination of

00:24:01.788 --> 00:24:03.048
how I was able to get that

00:24:03.108 --> 00:24:05.530
story out of Sandler, the attorney,

00:24:06.570 --> 00:24:08.553
I think that we could cover

00:24:08.573 --> 00:24:10.554
real quick on how other

00:24:10.614 --> 00:24:12.175
people watching or listening to this

00:24:12.816 --> 00:24:14.797
how they can engage,

00:24:15.156 --> 00:24:16.676
how they can build rapport

00:24:17.077 --> 00:24:19.417
with potential referral sources, right?

00:24:19.438 --> 00:24:21.419
So tonight I'm going to be

00:24:21.439 --> 00:24:23.240
in a room of like, and I checked,

00:24:23.259 --> 00:24:24.359
there's like a Google calendar, right?

00:24:24.380 --> 00:24:25.401
There's a Google calendar invite.

00:24:25.881 --> 00:24:27.280
And I know zero people,

00:24:27.441 --> 00:24:28.362
like never met any of these

00:24:28.382 --> 00:24:30.261
people other than a couple

00:24:30.281 --> 00:24:31.103
of emails from like the

00:24:31.143 --> 00:24:32.462
coordinator and the one

00:24:32.482 --> 00:24:34.284
physician from this practice,

00:24:34.584 --> 00:24:35.324
but never met anyone.

00:24:35.663 --> 00:24:35.964
Right.

00:24:36.025 --> 00:24:37.984
So, and that's fine.

00:24:38.005 --> 00:24:39.445
Like, like that's how, like,

00:24:40.086 --> 00:24:40.967
That's what I'm signed up

00:24:40.987 --> 00:24:42.086
for as a as a business

00:24:42.146 --> 00:24:43.248
owner and like to build

00:24:43.367 --> 00:24:45.128
rapport and meet new people and all that.

00:24:45.848 --> 00:24:47.730
What is your I know you're a

00:24:47.750 --> 00:24:49.010
little bit you're you know,

00:24:49.050 --> 00:24:50.592
you and I were pretty we're

00:24:50.612 --> 00:24:51.913
pretty extroverted.

00:24:52.553 --> 00:24:54.173
Any thoughts on what your

00:24:54.193 --> 00:24:55.253
approach is for this?

00:24:55.453 --> 00:24:56.194
Like, you know,

00:24:56.295 --> 00:24:58.435
icebreakers for my approach

00:24:58.476 --> 00:24:59.376
personally is like.

00:25:00.196 --> 00:25:03.938
if I stay quiet, I tend to stay quiet,

00:25:03.958 --> 00:25:05.057
like most of the night.

00:25:05.077 --> 00:25:07.239
So I like to just go up and like, I'm like,

00:25:07.298 --> 00:25:08.859
not in your face, but I'm just like,

00:25:09.819 --> 00:25:11.059
you know, shaking hands,

00:25:11.099 --> 00:25:12.240
like meeting everyone.

00:25:13.381 --> 00:25:14.701
I just like to get that over with.

00:25:14.800 --> 00:25:15.821
I like to just get like,

00:25:16.122 --> 00:25:17.521
if I lock eyes with someone,

00:25:17.561 --> 00:25:18.922
like let's just get it over

00:25:18.961 --> 00:25:20.563
with because there's this human,

00:25:20.583 --> 00:25:22.343
there's this weird human thing that like,

00:25:22.663 --> 00:25:23.463
if you don't,

00:25:24.364 --> 00:25:25.664
approach that like different

00:25:25.704 --> 00:25:27.105
folks at an event in the

00:25:27.267 --> 00:25:28.647
right in the beginning I've

00:25:28.688 --> 00:25:29.848
seen I don't know if you

00:25:29.868 --> 00:25:32.131
ever seen this it like it

00:25:32.250 --> 00:25:33.771
there's like some like we

00:25:33.791 --> 00:25:35.553
don't we can't break the

00:25:35.573 --> 00:25:36.413
ice later there's like

00:25:36.453 --> 00:25:37.194
there's like a there's like

00:25:37.214 --> 00:25:38.935
a a time period in the

00:25:38.955 --> 00:25:40.657
beginning of some event or

00:25:40.678 --> 00:25:41.919
some interaction where if

00:25:41.959 --> 00:25:43.900
you don't get some

00:25:43.940 --> 00:25:45.240
commonality and just chat

00:25:45.642 --> 00:25:46.422
literally about anything

00:25:46.522 --> 00:25:47.403
something stupid like the

00:25:47.462 --> 00:25:49.424
weather or sports or the

00:25:49.464 --> 00:25:50.925
food there or the seating

00:25:50.965 --> 00:25:52.867
and the table or whatever um

00:25:54.380 --> 00:25:56.701
then it becomes harder an

00:25:56.780 --> 00:25:58.162
hour or two into the event.

00:25:58.501 --> 00:25:59.261
So that's my approach.

00:25:59.281 --> 00:26:00.102
Do you have any approach or

00:26:00.122 --> 00:26:01.242
are you just like, you're just Jimmy,

00:26:01.262 --> 00:26:02.222
you just like do your thing.

00:26:02.242 --> 00:26:03.223
You don't even think about it.

00:26:04.644 --> 00:26:05.704
I sort of don't think about it.

00:26:06.025 --> 00:26:06.984
My, my goal is like,

00:26:07.345 --> 00:26:08.486
so I think if you go into a

00:26:08.526 --> 00:26:09.586
dinner or a situation like

00:26:09.625 --> 00:26:10.365
that and your goal,

00:26:10.486 --> 00:26:11.487
cause I know this is part

00:26:11.527 --> 00:26:14.407
of my job now at Othellas.

00:26:14.428 --> 00:26:15.567
So I have flown around the

00:26:15.587 --> 00:26:17.128
country to go to events like this.

00:26:17.548 --> 00:26:19.109
And when I actually try,

00:26:20.369 --> 00:26:21.351
it doesn't work as well.

00:26:22.201 --> 00:26:23.363
So hopefully my bosses

00:26:23.403 --> 00:26:24.263
aren't watching where they're like,

00:26:24.284 --> 00:26:25.325
wait a minute, you're not trying?

00:26:25.465 --> 00:26:25.726
No.

00:26:26.246 --> 00:26:27.887
When I go into it with my

00:26:27.928 --> 00:26:29.390
goal is interact with as

00:26:29.450 --> 00:26:30.611
many people as possible,

00:26:31.010 --> 00:26:32.232
I tend to meet more people.

00:26:32.472 --> 00:26:35.455
When my goal is find referral sources,

00:26:35.936 --> 00:26:37.117
that's when it doesn't work.

00:26:37.557 --> 00:26:39.780
So it's almost like Newton's law.

00:26:39.800 --> 00:26:40.922
It's like the harder I push,

00:26:40.961 --> 00:26:42.182
the harder everybody pushes back.

00:26:43.064 --> 00:26:44.684
I go in with like, tell me about you.

00:26:44.765 --> 00:26:46.146
Like people love talk.

00:26:46.166 --> 00:26:46.307
Well,

00:26:46.346 --> 00:26:48.087
people traditionally love talking

00:26:48.107 --> 00:26:48.828
about themselves.

00:26:49.328 --> 00:26:49.548
Right.

00:26:50.089 --> 00:26:51.750
So like, hey, like tell me your story.

00:26:51.891 --> 00:26:53.952
Like where are you from is

00:26:53.992 --> 00:26:55.534
sometimes works and sometimes doesn't.

00:26:55.614 --> 00:26:56.354
I've been yelled at.

00:26:56.694 --> 00:26:58.096
That's not a good question to ask.

00:26:59.036 --> 00:27:00.817
I like to ask like excited stories.

00:27:01.957 --> 00:27:03.077
Like, what are you working on?

00:27:03.657 --> 00:27:04.259
Like, what do you do?

00:27:04.298 --> 00:27:05.298
And what have you worked on

00:27:05.318 --> 00:27:06.220
in the last six months that

00:27:06.259 --> 00:27:07.019
super excited you?

00:27:07.641 --> 00:27:08.560
Because it gets their brain

00:27:08.922 --> 00:27:10.522
on the actual emotion of excitement.

00:27:10.903 --> 00:27:12.064
And then they're excited to tell, oh,

00:27:12.084 --> 00:27:13.284
let me think about that excitement.

00:27:13.484 --> 00:27:13.625
Like,

00:27:13.644 --> 00:27:15.645
where are you from is a closed question.

00:27:15.986 --> 00:27:16.826
I am from Brooklyn.

00:27:17.086 --> 00:27:17.926
All right, great story.

00:27:18.008 --> 00:27:19.509
Like, now if I don't have, if you're like,

00:27:19.548 --> 00:27:21.089
I'm from a part of Montana,

00:27:21.109 --> 00:27:22.190
but I don't have anything, like,

00:27:22.230 --> 00:27:23.550
I don't have any questions, but I'm like,

00:27:23.570 --> 00:27:24.811
I've always wanted to see Montana.

00:27:25.132 --> 00:27:25.692
Oh, that's great.

00:27:25.972 --> 00:27:26.673
We're always open.

00:27:26.752 --> 00:27:27.153
Come on up.

00:27:27.193 --> 00:27:27.834
Like, you know, that's,

00:27:28.034 --> 00:27:30.215
we're chasing the tail.

00:27:31.076 --> 00:27:31.155
Um,

00:27:31.596 --> 00:27:33.179
so I'd learned this trick a long time

00:27:33.219 --> 00:27:33.400
ago.

00:27:33.420 --> 00:27:34.101
Like learn,

00:27:34.121 --> 00:27:35.762
are you working on anything exciting?

00:27:36.263 --> 00:27:36.904
I actually talked to my

00:27:36.944 --> 00:27:38.346
former morning guy yesterday.

00:27:39.298 --> 00:27:40.038
So this is the guy who was

00:27:40.077 --> 00:27:41.238
my morning morning

00:27:41.959 --> 00:27:44.358
broadcaster for close to ten years.

00:27:44.818 --> 00:27:46.200
And he just had a knack to

00:27:46.460 --> 00:27:47.779
he could be a killer salesman.

00:27:47.799 --> 00:27:48.900
But all the guy wanted to do

00:27:48.920 --> 00:27:50.840
was just be a radio morning guy.

00:27:50.861 --> 00:27:51.820
He was so good at it.

00:27:52.080 --> 00:27:53.421
But he would ask questions like that.

00:27:53.480 --> 00:27:56.142
He would ask questions to rock stars,

00:27:56.362 --> 00:27:58.182
to people who constantly get interviewed.

00:27:58.662 --> 00:28:00.583
And you would listen to these actors,

00:28:00.623 --> 00:28:01.182
celebrities,

00:28:01.242 --> 00:28:03.903
rock stars because he because

00:28:03.942 --> 00:28:04.663
he researched them.

00:28:04.683 --> 00:28:06.443
But he also just asked good questions.

00:28:08.015 --> 00:28:08.435
Like tell me,

00:28:09.317 --> 00:28:09.938
how did you get the name

00:28:09.979 --> 00:28:11.641
Nickelback is a shitty question.

00:28:11.661 --> 00:28:12.923
Do not ask that to Nickelback.

00:28:13.003 --> 00:28:13.845
It's just a bad question.

00:28:13.865 --> 00:28:14.486
You could Google that.

00:28:15.329 --> 00:28:15.549
Right.

00:28:16.109 --> 00:28:17.411
But I like the, what,

00:28:17.550 --> 00:28:18.711
what's exciting you right now,

00:28:18.790 --> 00:28:19.810
where are you working on right now?

00:28:19.832 --> 00:28:20.971
Because like, for example,

00:28:21.011 --> 00:28:22.412
this dinner tonight, like,

00:28:22.432 --> 00:28:23.772
I don't know if there's any,

00:28:24.492 --> 00:28:25.492
maybe there's physicians

00:28:25.613 --> 00:28:26.933
like that might be doing research.

00:28:27.013 --> 00:28:27.294
I don't know.

00:28:27.334 --> 00:28:28.213
Probably not like they're,

00:28:28.253 --> 00:28:29.454
I think they're all private practice.

00:28:29.494 --> 00:28:30.535
And the whole point of this

00:28:30.575 --> 00:28:32.496
dinner is to collaborate,

00:28:32.715 --> 00:28:34.056
which basically means like, Hey, let's,

00:28:34.675 --> 00:28:35.916
let's refer patients to each other.

00:28:35.957 --> 00:28:36.576
Let's be honest.

00:28:36.596 --> 00:28:37.557
Like that's what this is about.

00:28:37.596 --> 00:28:37.856
Come on.

00:28:38.017 --> 00:28:38.657
Like, and that's fine.

00:28:38.698 --> 00:28:39.458
Like, and,

00:28:39.557 --> 00:28:41.018
and they have like a sponsor and,

00:28:41.157 --> 00:28:42.679
you know, cool, like awesome.

00:28:42.878 --> 00:28:43.740
So no,

00:28:43.759 --> 00:28:44.539
no different than things you're

00:28:44.579 --> 00:28:45.300
doing at a fellas.

00:28:46.000 --> 00:28:46.362
Well, that's what,

00:28:46.501 --> 00:28:47.442
that's literally just going to ask,

00:28:47.462 --> 00:28:48.623
which is like, how do you,

00:28:48.824 --> 00:28:51.065
how would you like to be

00:28:51.125 --> 00:28:52.226
pitched a dinner like that?

00:28:52.266 --> 00:28:52.586
Cause yeah,

00:28:52.705 --> 00:28:53.967
I could do that in my full-time role.

00:28:53.987 --> 00:28:54.968
We've talked about me maybe

00:28:55.008 --> 00:28:55.749
doing that with you.

00:28:59.181 --> 00:29:00.982
How would you frame it in a good way?

00:29:01.502 --> 00:29:03.805
My initial gut reaction is

00:29:03.904 --> 00:29:05.246
be as honest as possible.

00:29:05.566 --> 00:29:06.967
Like professional networking

00:29:06.987 --> 00:29:07.948
event or say it in a cool way.

00:29:07.968 --> 00:29:08.669
What was the thing you said?

00:29:08.709 --> 00:29:09.128
Synergy?

00:29:09.430 --> 00:29:10.210
Professional synergy?

00:29:10.951 --> 00:29:11.730
Let me pull it back up.

00:29:12.152 --> 00:29:16.095
Provider synergy dinner series launch.

00:29:16.295 --> 00:29:20.218
So this is maybe the first?

00:29:20.778 --> 00:29:21.839
A series means next time I

00:29:21.859 --> 00:29:23.020
can maybe invite Jimmy McKay,

00:29:23.040 --> 00:29:24.201
maybe there's going to be more of these.

00:29:25.442 --> 00:29:26.805
So there's this event series,

00:29:26.825 --> 00:29:27.986
and I think I talked about this.

00:29:28.066 --> 00:29:29.268
It's called Health to Tech.

00:29:29.508 --> 00:29:30.669
And I interviewed Alex,

00:29:30.930 --> 00:29:32.030
who's like the guy who started it.

00:29:32.131 --> 00:29:34.354
And he came from Ukraine to America,

00:29:34.473 --> 00:29:35.796
and he's a tech entrepreneur.

00:29:36.415 --> 00:29:37.557
And he was essentially,

00:29:37.597 --> 00:29:39.180
I'm paraphrasing his story, but was like,

00:29:41.178 --> 00:29:42.700
the people who succeed tend

00:29:42.720 --> 00:29:44.103
to be connected to a lot of people.

00:29:44.303 --> 00:29:45.444
I'm not from this country.

00:29:46.226 --> 00:29:48.128
So how do I get, how do I meet people?

00:29:48.429 --> 00:29:50.092
So he threw like impromptu

00:29:50.152 --> 00:29:52.035
networking events, health to tech.

00:29:52.055 --> 00:29:53.195
It tells you exactly the two

00:29:53.557 --> 00:29:55.058
circles that he wants to cross.

00:29:56.480 --> 00:29:57.761
At the events and he does.

00:29:58.102 --> 00:30:01.583
And again, that says series.

00:30:01.863 --> 00:30:02.742
This is the launch,

00:30:02.762 --> 00:30:04.044
which means this is number one.

00:30:04.104 --> 00:30:05.163
There will be others to follow.

00:30:05.663 --> 00:30:07.025
Alex's secret with health to

00:30:07.085 --> 00:30:09.965
tech is he goes Boston, New York, Philly,

00:30:09.986 --> 00:30:12.425
Chicago, D.C., Boston, New York, Philly,

00:30:12.445 --> 00:30:13.146
Chicago, D.C.

00:30:13.366 --> 00:30:15.146
He shows up once a month and

00:30:15.186 --> 00:30:15.866
does the rounds.

00:30:16.688 --> 00:30:19.108
That's his version of the of

00:30:19.148 --> 00:30:20.388
the telephone pole ad.

00:30:21.541 --> 00:30:22.343
I'm just going to throw the

00:30:22.403 --> 00:30:23.983
party and people are going

00:30:24.003 --> 00:30:25.644
to come to me and I'll just

00:30:25.644 --> 00:30:27.705
– I am now associated with that party.

00:30:27.726 --> 00:30:29.446
People think of Alex.

00:30:30.928 --> 00:30:32.128
And then you can – what's

00:30:32.269 --> 00:30:33.710
one thing I might do is ask

00:30:33.750 --> 00:30:35.830
a question or like stoke the fire,

00:30:35.871 --> 00:30:36.971
kind of like speed dating.

00:30:37.011 --> 00:30:38.051
Like last night I was out

00:30:38.092 --> 00:30:39.173
with a bunch of my friends

00:30:39.212 --> 00:30:41.094
from elementary and middle school.

00:30:41.574 --> 00:30:42.174
I thought you were about to

00:30:42.194 --> 00:30:43.875
say you were out speed dating last night.

00:30:44.178 --> 00:30:45.038
I was not out to be dating

00:30:45.058 --> 00:30:46.760
with my friends from

00:30:46.861 --> 00:30:47.961
elementary and middle school.

00:30:48.281 --> 00:30:50.263
I was out with these yahoos

00:30:50.884 --> 00:30:52.046
who all have jobs.

00:30:52.346 --> 00:30:53.528
That's a nice pick.

00:30:53.548 --> 00:30:54.307
That is a nice pick.

00:30:54.347 --> 00:30:55.490
We were out to dinner and I

00:30:55.589 --> 00:30:56.510
asked one question.

00:30:56.530 --> 00:30:59.153
I'm sitting around going, you know,

00:30:59.173 --> 00:31:00.535
because when there's eight dudes,

00:31:00.994 --> 00:31:01.955
there's like two dudes

00:31:02.115 --> 00:31:03.817
telling a story and three dudes, you know,

00:31:04.117 --> 00:31:05.098
but I wanted to pose a

00:31:05.138 --> 00:31:06.320
question to the whole group.

00:31:07.454 --> 00:31:09.695
to see what I wanted them to think, right?

00:31:09.796 --> 00:31:11.037
I wanted them to think about an emotion.

00:31:11.416 --> 00:31:12.856
And the question I asked was,

00:31:13.237 --> 00:31:15.377
what's one thing about your

00:31:15.417 --> 00:31:17.398
life right now that high

00:31:17.479 --> 00:31:18.519
school graduation,

00:31:18.539 --> 00:31:19.140
because it was also the

00:31:19.160 --> 00:31:20.601
week of high school graduation this week,

00:31:20.641 --> 00:31:20.820
right?

00:31:20.861 --> 00:31:22.161
So some of my friends' kids

00:31:22.201 --> 00:31:22.861
are graduating.

00:31:23.241 --> 00:31:23.902
So the question was,

00:31:24.201 --> 00:31:25.343
what's one thing about your

00:31:25.363 --> 00:31:26.962
life right now that high

00:31:27.022 --> 00:31:29.284
school you would have high-fived you for?

00:31:30.105 --> 00:31:31.005
And I love the fact that

00:31:31.105 --> 00:31:32.204
after I asked that question,

00:31:32.285 --> 00:31:34.967
it got real quiet for about five to two,

00:31:34.987 --> 00:31:35.527
because they were like,

00:31:36.266 --> 00:31:37.448
Huh?

00:31:37.488 --> 00:31:37.628
Yeah.

00:31:37.648 --> 00:31:38.851
That's something you got to

00:31:38.871 --> 00:31:39.712
think about for a second.

00:31:39.792 --> 00:31:39.972
Yeah.

00:31:40.032 --> 00:31:41.234
Like the dude on the far,

00:31:41.476 --> 00:31:42.116
the dude in the middle,

00:31:42.136 --> 00:31:43.078
the ball dude in the middle.

00:31:43.318 --> 00:31:44.481
He's my town chief.

00:31:44.662 --> 00:31:46.565
He's the chief of police in my hometown.

00:31:48.071 --> 00:31:49.374
And he was not predicted to

00:31:49.413 --> 00:31:51.936
be an upstanding – he was a nut job.

00:31:51.957 --> 00:31:53.178
He would love me for saying that.

00:31:53.659 --> 00:31:55.721
But he got – he was like,

00:31:55.740 --> 00:31:56.481
I want to be a cop.

00:31:56.863 --> 00:31:57.663
And then he became a cop.

00:31:57.683 --> 00:31:58.585
He was a New York City cop.

00:31:58.625 --> 00:31:59.486
Did that for a long time.

00:31:59.726 --> 00:32:01.248
Then he came back up here as a town cop.

00:32:01.288 --> 00:32:02.108
Now he's the chief police.

00:32:02.789 --> 00:32:04.551
Like not voted most likely

00:32:04.571 --> 00:32:05.874
to be chief of police in high school.

00:32:07.215 --> 00:32:07.496
So like,

00:32:07.655 --> 00:32:08.958
that was the thing I looked at him

00:32:08.978 --> 00:32:10.278
and I was like, dude, that's what I would,

00:32:10.479 --> 00:32:11.961
that's what, you know, seventeen,

00:32:11.980 --> 00:32:12.842
eighteen year old version

00:32:12.882 --> 00:32:14.482
of you would high five you for.

00:32:14.763 --> 00:32:15.684
That's just an example of

00:32:15.744 --> 00:32:16.965
like how to ask that

00:32:17.006 --> 00:32:19.268
question to get people thinking.

00:32:19.367 --> 00:32:20.568
I think you can only win

00:32:20.588 --> 00:32:21.790
when you do these types of events.

00:32:23.152 --> 00:32:23.992
I'm trying to think how to

00:32:24.053 --> 00:32:25.994
harness it with a tech company, right?

00:32:27.401 --> 00:32:28.603
Dan's got some pro tips for dinner.

00:32:28.623 --> 00:32:29.785
Hang on, I'm gonna read this live.

00:32:29.805 --> 00:32:31.007
I did not- There we go.

00:32:31.027 --> 00:32:33.029
Collaborate to research with

00:32:33.049 --> 00:32:33.590
these providers.

00:32:33.611 --> 00:32:34.913
Collaborate to research with

00:32:34.932 --> 00:32:35.513
these providers.

00:32:35.534 --> 00:32:36.895
Oh, I see what you mean.

00:32:37.096 --> 00:32:40.461
He's saying like connect later,

00:32:40.663 --> 00:32:41.364
outcome tracking,

00:32:42.365 --> 00:32:43.826
gone patient out of network,

00:32:43.866 --> 00:32:45.106
typical type outpatient via

00:32:45.146 --> 00:32:45.968
typical outpatient.

00:32:46.048 --> 00:32:48.269
Lead one of those series and

00:32:48.308 --> 00:32:49.388
show how your practice

00:32:49.429 --> 00:32:50.910
differentiates and how it works.

00:32:51.250 --> 00:32:52.431
The patient journey experience,

00:32:52.830 --> 00:32:55.372
create an SEM fence of that

00:32:55.491 --> 00:32:57.053
area tonight for a five hour window.

00:32:57.073 --> 00:33:00.874
So any ad, oh, that's smart.

00:33:00.913 --> 00:33:01.835
So you can target it because

00:33:01.855 --> 00:33:02.555
you know the location of

00:33:02.575 --> 00:33:03.134
who's gonna be looking.

00:33:03.154 --> 00:33:04.476
Hmm.

00:33:04.496 --> 00:33:06.777
Okay, interesting.

00:33:06.797 --> 00:33:08.298
Not bad.

00:33:08.337 --> 00:33:09.617
So let me ask you with your

00:33:09.678 --> 00:33:10.679
friend's dinner last night,

00:33:12.078 --> 00:33:12.940
Was it a long table?

00:33:13.701 --> 00:33:14.862
It was a round, it was a circle,

00:33:14.882 --> 00:33:15.422
it was a circle.

00:33:15.903 --> 00:33:16.123
Okay.

00:33:16.423 --> 00:33:17.304
It's the best way to do it.

00:33:18.305 --> 00:33:20.047
Yeah, the long tables though,

00:33:20.426 --> 00:33:22.608
in my opinion, someone like you,

00:33:22.828 --> 00:33:24.310
and I think partially someone like me,

00:33:25.132 --> 00:33:26.073
needs to sit in the middle.

00:33:26.512 --> 00:33:28.234
Because if there's the one

00:33:28.255 --> 00:33:29.155
or two people that are kind

00:33:29.215 --> 00:33:30.156
of running the show and

00:33:30.176 --> 00:33:31.417
then like everyone else is quiet,

00:33:31.958 --> 00:33:33.640
the question like you said of like,

00:33:33.940 --> 00:33:35.201
you pose the question to everyone,

00:33:36.448 --> 00:33:37.528
That type of person needs to

00:33:37.548 --> 00:33:38.689
be in the middle of the table.

00:33:39.048 --> 00:33:40.390
And actually,

00:33:40.430 --> 00:33:42.790
I think sometimes they even eat less.

00:33:43.090 --> 00:33:46.873
They consume less because they're hosting.

00:33:47.134 --> 00:33:48.153
We're co-hosting.

00:33:48.453 --> 00:33:49.555
And it doesn't always need

00:33:49.575 --> 00:33:50.734
to happen because, of course,

00:33:50.935 --> 00:33:51.935
if it's a big, long table,

00:33:52.276 --> 00:33:53.217
it depends if it's some

00:33:53.797 --> 00:33:54.576
private room in some

00:33:54.596 --> 00:33:55.397
restaurant in Manhattan

00:33:55.417 --> 00:33:57.038
where it's a rectangular room.

00:33:57.798 --> 00:33:58.480
And there's always going to

00:33:58.500 --> 00:33:59.460
be like multiple

00:33:59.480 --> 00:34:00.540
conversations going on at once.

00:34:00.580 --> 00:34:02.481
If that happens, that is what it is.

00:34:02.582 --> 00:34:03.282
And like, you're going to,

00:34:03.623 --> 00:34:04.663
you're going to like really

00:34:04.703 --> 00:34:05.864
build rapport with like one

00:34:05.884 --> 00:34:06.825
or two or three people,

00:34:07.045 --> 00:34:08.005
but not the whole table.

00:34:08.365 --> 00:34:09.367
So sometimes the table,

00:34:09.907 --> 00:34:12.409
the orientation of the table depends.

00:34:12.748 --> 00:34:13.228
It depends.

00:34:13.248 --> 00:34:15.751
Like, is there someone, I don't even know,

00:34:15.771 --> 00:34:17.811
like tonight there's this lady, Nancy,

00:34:17.831 --> 00:34:19.934
who's like the, seems like the,

00:34:21.050 --> 00:34:22.431
marketing liaison or

00:34:22.472 --> 00:34:23.413
whatever I forget her title

00:34:23.932 --> 00:34:24.614
and she was the one that

00:34:24.653 --> 00:34:25.614
invited me but she's not a

00:34:25.655 --> 00:34:27.177
provider so like I don't

00:34:27.197 --> 00:34:27.938
know if you know someone

00:34:27.958 --> 00:34:28.739
like that's going to kind

00:34:28.798 --> 00:34:31.422
of have everyone go around

00:34:31.461 --> 00:34:33.083
and like introduce yourself

00:34:33.164 --> 00:34:34.585
it just depends on how

00:34:34.646 --> 00:34:35.527
direct or indirect it's

00:34:35.547 --> 00:34:36.387
going to be there's an

00:34:36.507 --> 00:34:37.989
element of you you can you

00:34:38.009 --> 00:34:40.072
can screw this up you can

00:34:40.112 --> 00:34:41.293
do that you can do too much

00:34:42.108 --> 00:34:43.648
Do you know what I mean?

00:34:44.208 --> 00:34:44.989
You could have taken the

00:34:45.030 --> 00:34:46.070
telephone pole thing and

00:34:46.090 --> 00:34:47.692
you could have created a

00:34:47.751 --> 00:34:48.911
strategy and you could

00:34:48.931 --> 00:34:51.313
have... You can do too much.

00:34:51.893 --> 00:34:54.476
You can screw this up.

00:34:54.556 --> 00:34:55.436
If you're the host or if

00:34:55.456 --> 00:34:57.277
you're an attendee?

00:34:57.358 --> 00:34:59.199
If you're the host.

00:34:59.219 --> 00:35:00.960
You can put too much seasoning in this.

00:35:01.059 --> 00:35:02.061
You can try too hard.

00:35:03.061 --> 00:35:03.601
Like if you're like...

00:35:05.346 --> 00:35:07.268
I think you need to create the environment,

00:35:08.028 --> 00:35:08.829
a good environment,

00:35:08.929 --> 00:35:10.911
and maybe put something in

00:35:10.952 --> 00:35:12.273
front of people like an

00:35:12.353 --> 00:35:14.775
idea starter or something.

00:35:15.016 --> 00:35:16.577
But when people start at conferences,

00:35:16.597 --> 00:35:18.039
like they're doing scavenger hunts,

00:35:18.338 --> 00:35:18.980
I'm like, too much.

00:35:19.579 --> 00:35:20.280
I'm not doing a scavenger.

00:35:20.581 --> 00:35:21.541
I'm forty-five years old.

00:35:21.963 --> 00:35:23.103
I'm not doing a scavenger hunt.

00:35:23.724 --> 00:35:25.186
We don't need to do an Easter egg hunt.

00:35:25.246 --> 00:35:25.885
I don't need to do that.

00:35:26.246 --> 00:35:27.248
That tells me that.

00:35:28.478 --> 00:35:30.460
You need to put lipstick on the pig.

00:35:30.701 --> 00:35:31.240
It's lazy.

00:35:31.320 --> 00:35:31.760
It's lazy.

00:35:31.840 --> 00:35:32.181
Lazy.

00:35:32.302 --> 00:35:32.822
Yeah.

00:35:33.141 --> 00:35:34.043
It's more work.

00:35:34.222 --> 00:35:35.184
Ironically, it's lazy.

00:35:35.224 --> 00:35:36.644
It means you didn't do the right work.

00:35:37.025 --> 00:35:37.864
You didn't create the right

00:35:37.885 --> 00:35:39.106
environment for success.

00:35:39.666 --> 00:35:40.487
Like they'll do like because

00:35:40.507 --> 00:35:41.708
I've been to a million conferences.

00:35:42.228 --> 00:35:43.128
Like we need to get more

00:35:43.168 --> 00:35:44.389
traffic to the vendors

00:35:44.769 --> 00:35:45.530
because the vendors,

00:35:45.590 --> 00:35:46.251
if they don't like it,

00:35:46.271 --> 00:35:47.391
they're not going to come back next year.

00:35:47.411 --> 00:35:48.293
And the vendors are what pay

00:35:48.313 --> 00:35:48.932
for everything.

00:35:49.293 --> 00:35:50.693
So let's do a scavenger hunt.

00:35:51.014 --> 00:35:51.394
Trust me.

00:35:52.452 --> 00:35:53.614
The vendors hate when you do that.

00:35:53.793 --> 00:35:54.295
It's dumb.

00:35:55.295 --> 00:35:57.018
I'm just here to get my stamp and move on.

00:35:57.619 --> 00:35:58.101
Maybe,

00:35:58.181 --> 00:35:59.623
maybe you should have structured

00:35:59.663 --> 00:36:00.043
your day.

00:36:00.103 --> 00:36:00.885
I went to a conference.

00:36:00.945 --> 00:36:01.927
I went to the HFMA

00:36:01.987 --> 00:36:02.708
healthcare financial

00:36:03.108 --> 00:36:04.311
management association conference.

00:36:04.630 --> 00:36:05.552
I've been to AOTA.

00:36:06.873 --> 00:36:08.615
These conferences do a

00:36:08.755 --> 00:36:10.536
service to their vendors on

00:36:10.556 --> 00:36:11.557
the very first night.

00:36:11.858 --> 00:36:14.860
APTA has never done this to my knowledge.

00:36:14.900 --> 00:36:15.561
Not that I've been there.

00:36:15.601 --> 00:36:16.161
Here's what they do.

00:36:16.581 --> 00:36:18.204
They kick off their conference.

00:36:18.884 --> 00:36:19.445
Like let's say the

00:36:19.485 --> 00:36:21.365
conference really starts on Monday.

00:36:21.867 --> 00:36:23.228
They do a Sunday night thing

00:36:23.507 --> 00:36:25.009
where they bring in like a keynote,

00:36:25.048 --> 00:36:25.650
like a headliner.

00:36:25.670 --> 00:36:26.911
They hire like a

00:36:26.951 --> 00:36:28.072
motivational speaker or

00:36:28.172 --> 00:36:29.753
something from outside the profession,

00:36:30.054 --> 00:36:31.514
somebody who can really tell a story,

00:36:31.795 --> 00:36:32.094
right?

00:36:32.496 --> 00:36:32.715
Yeah.

00:36:32.856 --> 00:36:34.197
they do their introductions

00:36:34.217 --> 00:36:34.797
the president of the

00:36:34.838 --> 00:36:36.579
association talks then the

00:36:36.619 --> 00:36:38.101
motivational speaker comes

00:36:38.280 --> 00:36:41.282
on and bring tells a story

00:36:41.704 --> 00:36:42.945
emotionally brings the

00:36:43.025 --> 00:36:44.005
audience through the story

00:36:44.266 --> 00:36:45.606
and leaves them either like

00:36:45.706 --> 00:36:47.829
tony robbins fired up or in

00:36:47.889 --> 00:36:49.771
tears whatever and then

00:36:49.791 --> 00:36:50.630
they go thank you for

00:36:50.670 --> 00:36:52.072
coming this is just the

00:36:52.092 --> 00:36:52.972
start of this next three

00:36:52.992 --> 00:36:55.074
days of whatever whatever by the way

00:36:56.016 --> 00:36:58.998
The vendor hall is open, and there's food,

00:36:59.318 --> 00:37:01.181
wine, cheese, beer.

00:37:01.601 --> 00:37:02.362
Go walk through.

00:37:02.382 --> 00:37:03.563
And they've spread the wine

00:37:03.583 --> 00:37:05.023
and cheese and the beer throughout.

00:37:05.063 --> 00:37:05.583
Or in the back.

00:37:05.603 --> 00:37:06.105
Yeah, yeah.

00:37:06.324 --> 00:37:07.905
It's the non-scavenger hunt

00:37:07.945 --> 00:37:08.746
scavenger hunt.

00:37:09.628 --> 00:37:10.208
Walk around.

00:37:10.588 --> 00:37:11.048
Oh, did you see?

00:37:11.068 --> 00:37:12.090
They've got champagne in the back.

00:37:12.110 --> 00:37:14.132
Oh, champagne.

00:37:14.172 --> 00:37:15.652
Lead the mice through the maze.

00:37:16.112 --> 00:37:17.373
Mice don't do scavenger hunt.

00:37:18.175 --> 00:37:18.695
They don't do it.

00:37:18.896 --> 00:37:19.896
We're big, dumb animals.

00:37:20.396 --> 00:37:21.197
Treat us like that.

00:37:22.112 --> 00:37:23.074
Give us something I want and

00:37:23.114 --> 00:37:24.277
I will give you that thing in return,

00:37:24.318 --> 00:37:25.239
which is my attention.

00:37:25.561 --> 00:37:26.382
But if you're making me do a

00:37:26.443 --> 00:37:28.206
scavenger hunt, I swear to, I mean,

00:37:29.309 --> 00:37:30.130
I don't like it.

00:37:30.170 --> 00:37:30.672
I don't like it.

00:37:32.250 --> 00:37:33.871
about so with this event

00:37:33.891 --> 00:37:35.313
tonight there I have this

00:37:35.693 --> 00:37:36.934
uh google calendar invite

00:37:36.974 --> 00:37:38.597
and there's twenty six

00:37:38.657 --> 00:37:39.838
names on it it looks like

00:37:39.898 --> 00:37:40.719
fifteen people have

00:37:40.739 --> 00:37:42.300
confirmed so I don't know

00:37:42.340 --> 00:37:43.382
if it's gonna be fifteen or

00:37:43.442 --> 00:37:46.184
twenty or whatever um would

00:37:46.224 --> 00:37:47.847
it be too aggressive I like

00:37:48.086 --> 00:37:49.648
I I've you know I've always

00:37:49.668 --> 00:37:50.389
considered this type of

00:37:50.409 --> 00:37:51.911
stuff is it too aggressive

00:37:51.931 --> 00:37:54.413
for me to email some of these providers

00:37:55.583 --> 00:37:56.364
and say, hey,

00:37:56.403 --> 00:37:57.423
I see you're on the calendar

00:37:57.483 --> 00:37:58.764
invite for this event.

00:37:59.385 --> 00:38:00.246
If you're still going,

00:38:00.925 --> 00:38:01.746
look forward to meeting.

00:38:02.067 --> 00:38:03.007
Never met you before.

00:38:03.248 --> 00:38:04.208
Is that too aggressive?

00:38:05.228 --> 00:38:06.309
Is that too forward?

00:38:07.010 --> 00:38:10.831
How do you feel about doing that?

00:38:10.952 --> 00:38:13.753
I think it's a little... I'm

00:38:13.793 --> 00:38:16.115
fine with it because I'm okay with...

00:38:17.070 --> 00:38:17.952
How would you feel if you

00:38:17.972 --> 00:38:18.692
got that message?

00:38:18.711 --> 00:38:19.753
This is not a leading question.

00:38:20.172 --> 00:38:22.195
I'm not trying to use your answer again.

00:38:23.255 --> 00:38:25.677
I'm fine if the email literally says, hey,

00:38:26.197 --> 00:38:26.878
so-and-so,

00:38:27.617 --> 00:38:29.159
I got your email address from

00:38:29.199 --> 00:38:31.181
the calendar invite from

00:38:31.601 --> 00:38:33.202
this provider Synergy

00:38:33.222 --> 00:38:34.103
Dinner that's tonight.

00:38:34.842 --> 00:38:35.764
If you're still going,

00:38:36.103 --> 00:38:36.945
look forward to meeting

00:38:36.965 --> 00:38:38.085
because we've never met before.

00:38:38.445 --> 00:38:39.365
Fine with that.

00:38:41.407 --> 00:38:41.867
That's it.

00:38:42.208 --> 00:38:43.369
We're a marketing person who

00:38:43.389 --> 00:38:44.110
would screw it up.

00:38:44.789 --> 00:38:46.431
is they'd be like super

00:38:46.451 --> 00:38:47.992
excited to meet I'm dave

00:38:48.012 --> 00:38:49.233
from concierge pain relief

00:38:49.554 --> 00:38:51.235
here's a white paper on

00:38:51.315 --> 00:38:53.096
here's yeah here's what we

00:38:53.115 --> 00:38:54.217
do here's who we treat what

00:38:54.237 --> 00:38:55.737
I know it's all about them

00:38:55.777 --> 00:38:56.958
it's not about me you can

00:38:56.998 --> 00:38:58.199
put too much seasoning and

00:38:58.219 --> 00:38:59.561
you can ruin the food so

00:38:59.621 --> 00:39:00.822
like that that's why the

00:39:00.862 --> 00:39:02.163
question is like would you

00:39:02.222 --> 00:39:03.244
do that because the the

00:39:03.284 --> 00:39:04.704
weird thing is if you had

00:39:04.764 --> 00:39:06.085
sort of tony's personality

00:39:06.405 --> 00:39:07.447
or tony has said before

00:39:08.126 --> 00:39:09.248
he's introverted right he

00:39:09.307 --> 00:39:10.648
does he would not he would

00:39:10.869 --> 00:39:11.909
he would not do that and he

00:39:11.929 --> 00:39:13.070
would probably get pissed

00:39:13.150 --> 00:39:13.851
if you got that email

00:39:14.291 --> 00:39:15.672
well I think tony would be

00:39:15.713 --> 00:39:16.974
like okay with getting the

00:39:17.074 --> 00:39:18.594
email like that's cool okay

00:39:18.735 --> 00:39:20.056
like like he might not

00:39:20.115 --> 00:39:21.175
respond whatever he might

00:39:21.215 --> 00:39:22.317
respond that's okay but

00:39:22.356 --> 00:39:24.117
he'd know who dave was yeah

00:39:24.217 --> 00:39:25.958
that's it but I think you

00:39:25.978 --> 00:39:27.519
can over you can overdo

00:39:27.579 --> 00:39:28.740
anything so I think most

00:39:28.780 --> 00:39:30.641
people who are like pt doesn't work

00:39:31.757 --> 00:39:32.599
And PTs, of course,

00:39:32.619 --> 00:39:33.559
their ears go up and they go, well,

00:39:33.579 --> 00:39:34.161
what kind of PT?

00:39:34.240 --> 00:39:34.942
And who was it?

00:39:34.961 --> 00:39:35.621
And what'd they do?

00:39:35.641 --> 00:39:37.264
And was it just a mill PT?

00:39:38.224 --> 00:39:39.887
The same is true for

00:39:40.067 --> 00:39:41.489
everything in marketing and

00:39:41.509 --> 00:39:42.789
communications that we're talking about.

00:39:43.190 --> 00:39:44.010
None of these strategies

00:39:44.072 --> 00:39:45.112
work unless they're done

00:39:45.152 --> 00:39:46.653
right at the right time for

00:39:46.673 --> 00:39:47.275
the right people.

00:39:47.715 --> 00:39:48.876
And it's locks and keys, man.

00:39:49.637 --> 00:39:50.338
The only way you know if

00:39:50.358 --> 00:39:51.380
it's a good idea is to do it.

00:39:53.083 --> 00:39:53.704
All right,

00:39:53.724 --> 00:39:55.065
so let me mention something else.

00:39:55.086 --> 00:39:57.710
So yesterday, about months ago,

00:39:57.789 --> 00:39:58.650
I mentioned you and Tony

00:39:58.670 --> 00:39:59.592
sent you guys a screenshot

00:39:59.652 --> 00:40:01.514
of the Studio XVI luxury

00:40:01.534 --> 00:40:02.536
personal training in Brooklyn.

00:40:03.438 --> 00:40:04.739
I finally met up with the owner,

00:40:04.780 --> 00:40:05.981
Nate Feliciano, yesterday.

00:40:06.101 --> 00:40:07.161
We were going back and forth

00:40:07.181 --> 00:40:09.224
for like a month with like our schedules.

00:40:09.244 --> 00:40:10.985
We were just never on, you know,

00:40:11.365 --> 00:40:12.626
when I'm home with the baby

00:40:12.646 --> 00:40:13.507
and then Annie's out.

00:40:13.527 --> 00:40:15.690
And then when Annie's home with the baby,

00:40:15.789 --> 00:40:17.472
I'm, you know, busy or whatever.

00:40:17.592 --> 00:40:19.512
And my calendar and his

00:40:19.552 --> 00:40:20.313
calendar never align.

00:40:21.735 --> 00:40:23.297
But the one patient that I'm treating,

00:40:23.416 --> 00:40:25.157
sometimes I drive by this location.

00:40:26.900 --> 00:40:28.320
Finally met up with him yesterday.

00:40:29.722 --> 00:40:31.583
And this is the only place

00:40:31.603 --> 00:40:32.385
I've ever seen in the

00:40:32.425 --> 00:40:35.728
country that markets on their signage,

00:40:35.867 --> 00:40:38.331
on their storefront sidewalk sign,

00:40:38.690 --> 00:40:40.713
on their windows, and it says, quote,

00:40:41.393 --> 00:40:42.875
luxury personal training.

00:40:43.735 --> 00:40:45.317
And I think that's awesome.

00:40:45.458 --> 00:40:48.500
I think, I mean, Nate and his whole team,

00:40:48.519 --> 00:40:49.521
but Nate caught my eye

00:40:49.541 --> 00:40:50.541
because two years ago,

00:40:51.637 --> 00:40:52.978
We were at my buddy

00:40:53.018 --> 00:40:54.019
Christian Marshall's

00:40:54.960 --> 00:40:56.001
Tribeca Physical Therapy

00:40:56.041 --> 00:40:57.322
had like their annual,

00:40:58.523 --> 00:40:59.525
like their anniversary dinner.

00:40:59.644 --> 00:41:00.485
This was two years ago.

00:41:00.666 --> 00:41:01.907
It was like their fifth year anniversary.

00:41:03.257 --> 00:41:04.137
And I didn't even meet him,

00:41:04.157 --> 00:41:04.958
but I was looking through

00:41:04.978 --> 00:41:06.338
the pictures of like other

00:41:06.358 --> 00:41:06.978
people that were there.

00:41:06.998 --> 00:41:07.978
Cause it was like a big event.

00:41:08.018 --> 00:41:08.778
It was like a hundred people.

00:41:08.798 --> 00:41:09.699
So you can't meet everybody.

00:41:10.219 --> 00:41:12.039
And I remember seeing this guy and,

00:41:12.059 --> 00:41:13.280
you know, it was like a full suit,

00:41:13.440 --> 00:41:15.820
you know, fitted suit, all that.

00:41:16.181 --> 00:41:17.961
And I clicked on the Instagram handle,

00:41:17.981 --> 00:41:18.222
whatever.

00:41:18.242 --> 00:41:19.563
I was like, oh, it's like, oh,

00:41:19.583 --> 00:41:20.422
he's a personal trainer

00:41:20.443 --> 00:41:21.402
with a personal training studio.

00:41:21.422 --> 00:41:22.324
I'm like, huh?

00:41:22.344 --> 00:41:23.023
And I'm like,

00:41:23.503 --> 00:41:24.923
and he shows up to a physical

00:41:24.943 --> 00:41:26.065
therapy event in a full suit.

00:41:26.505 --> 00:41:26.724
Hmm.

00:41:27.085 --> 00:41:27.324
Awesome.

00:41:27.385 --> 00:41:28.005
That's unique.

00:41:28.105 --> 00:41:28.945
That caught my attention.

00:41:29.326 --> 00:41:30.346
Then, you know, you learn more.

00:41:30.365 --> 00:41:31.226
You look at his website,

00:41:31.246 --> 00:41:32.166
you look at his brand

00:41:32.666 --> 00:41:33.786
luxury person training.

00:41:33.987 --> 00:41:34.266
Huh?

00:41:34.666 --> 00:41:35.427
That's interesting.

00:41:35.967 --> 00:41:38.327
Who would pay for that?

00:41:38.367 --> 00:41:39.407
My ideal client,

00:41:39.507 --> 00:41:40.809
most likely someone that

00:41:40.829 --> 00:41:42.548
pays out of pocket that's paying two,

00:41:42.748 --> 00:41:43.889
you know, two fifty, three fifty,

00:41:44.610 --> 00:41:45.530
five fifty on the weekends

00:41:45.550 --> 00:41:46.409
for physical therapy with

00:41:46.489 --> 00:41:48.471
us is that's the type of person.

00:41:48.510 --> 00:41:50.271
So I'm like, interesting, huh?

00:41:50.610 --> 00:41:52.371
So I've been reaching out to this guy.

00:41:53.427 --> 00:41:54.507
We finally made it happen.

00:41:54.969 --> 00:41:55.730
He was away.

00:41:56.130 --> 00:41:56.771
Then he came back.

00:41:56.811 --> 00:41:57.231
So like,

00:41:57.271 --> 00:41:58.132
we've been going back and forth

00:41:58.152 --> 00:41:59.014
for at least a month,

00:41:59.594 --> 00:42:00.876
finally met yesterday.

00:42:01.717 --> 00:42:03.900
And not only does he have,

00:42:04.101 --> 00:42:05.302
so it's like one-on-one

00:42:05.322 --> 00:42:05.842
personal training.

00:42:05.862 --> 00:42:06.684
So there's like the little,

00:42:07.914 --> 00:42:09.474
partitions so you could train.

00:42:10.355 --> 00:42:11.235
It would be like a trainer

00:42:11.255 --> 00:42:13.356
in a not even not semi

00:42:13.896 --> 00:42:14.856
private group training,

00:42:14.896 --> 00:42:15.876
but it would be one on one.

00:42:16.996 --> 00:42:18.817
And there's like three or

00:42:18.836 --> 00:42:21.757
four little mini rooms with partitions.

00:42:22.597 --> 00:42:23.518
And he's also trying to do

00:42:23.577 --> 00:42:24.277
physical therapy.

00:42:24.358 --> 00:42:27.958
So he's going to have, you know, an MSO,

00:42:27.978 --> 00:42:29.219
which is a kind of a long

00:42:30.338 --> 00:42:32.259
sidebar like managed service organization,

00:42:32.278 --> 00:42:33.559
but basically like he'll

00:42:33.599 --> 00:42:34.760
help physical therapists

00:42:35.719 --> 00:42:37.181
treat there they could be

00:42:37.221 --> 00:42:38.201
independent but they have

00:42:38.240 --> 00:42:39.561
to pay him whatever the mso

00:42:39.601 --> 00:42:40.802
fee is and he can do

00:42:41.242 --> 00:42:43.864
marketing funnels paid ads

00:42:43.884 --> 00:42:45.364
all that type of stuff and

00:42:45.384 --> 00:42:46.164
it was awesome to tour the

00:42:46.184 --> 00:42:47.804
place it was awesome to see

00:42:47.844 --> 00:42:49.106
inside of it and it's a

00:42:49.166 --> 00:42:51.467
beautiful spot in uh in

00:42:51.567 --> 00:42:54.108
south slopes uh park slope

00:42:54.128 --> 00:42:55.469
brooklyn and um

00:42:56.550 --> 00:42:59.190
It was awesome to see what he's got.

00:42:59.311 --> 00:43:00.972
All new equipment, a whole place is new.

00:43:01.391 --> 00:43:02.472
The landlord paid fifty

00:43:02.492 --> 00:43:03.632
percent of the build out,

00:43:03.652 --> 00:43:04.373
which is awesome.

00:43:04.693 --> 00:43:06.114
Instead of the tenant having

00:43:06.134 --> 00:43:07.313
to pay for the entire build

00:43:07.373 --> 00:43:11.034
out and use like learn more about,

00:43:11.215 --> 00:43:11.436
you know,

00:43:11.476 --> 00:43:12.655
business from other people that

00:43:12.695 --> 00:43:13.556
are doing other things that

00:43:13.576 --> 00:43:15.737
are complementary to what you're doing.

00:43:15.817 --> 00:43:19.398
So complementary.

00:43:19.458 --> 00:43:20.639
That's that's it.

00:43:22.110 --> 00:43:25.012
Who is also here where you're, I mean,

00:43:25.253 --> 00:43:27.494
this is what I do in my job at Othellus,

00:43:27.554 --> 00:43:27.695
right?

00:43:27.715 --> 00:43:30.757
My job is to find people who

00:43:30.777 --> 00:43:32.099
we have the same audience,

00:43:33.380 --> 00:43:34.621
but we're not selling the same thing.

00:43:34.641 --> 00:43:36.461
We're not competing on service,

00:43:37.563 --> 00:43:38.344
but we're trying to connect

00:43:38.364 --> 00:43:39.065
with the same people.

00:43:39.224 --> 00:43:41.547
How does the rising tide lift all ships?

00:43:42.387 --> 00:43:45.250
Do you think in PT, I think it's changing,

00:43:45.289 --> 00:43:46.891
but do you think maybe like five, ten,

00:43:46.931 --> 00:43:48.012
fifteen years ago in PT,

00:43:48.032 --> 00:43:49.393
we were so medicalized

00:43:50.302 --> 00:43:51.382
that we're like, well,

00:43:51.402 --> 00:43:52.563
we just wait for the referral.

00:43:52.762 --> 00:43:54.882
And then, cause we're downstream,

00:43:54.943 --> 00:43:56.003
so we just wait and then

00:43:56.023 --> 00:43:57.523
just be nice and be a good

00:43:57.623 --> 00:44:01.125
soldier and don't do any of

00:44:01.164 --> 00:44:02.445
the things we just talked about,

00:44:02.505 --> 00:44:03.846
just wait and be nice and

00:44:04.806 --> 00:44:05.467
hold your breath.

00:44:06.286 --> 00:44:07.106
I think, I don't know,

00:44:07.146 --> 00:44:08.688
it felt like that to me,

00:44:08.867 --> 00:44:09.947
even over just the last ten

00:44:09.967 --> 00:44:11.148
years since I showed up in

00:44:11.168 --> 00:44:12.009
this profession.

00:44:12.829 --> 00:44:14.648
Say it again, it felt like what?

00:44:14.668 --> 00:44:16.170
It felt like a medical process.

00:44:17.130 --> 00:44:18.791
It felt like years ago,

00:44:18.831 --> 00:44:20.353
we're barely asking for referrals.

00:44:20.393 --> 00:44:22.697
And now like we're creating ad campaigns.

00:44:22.817 --> 00:44:23.777
Yeah.

00:44:23.858 --> 00:44:24.157
I mean,

00:44:25.300 --> 00:44:26.360
there's always been practice centers,

00:44:26.420 --> 00:44:27.202
even that have been in

00:44:27.262 --> 00:44:28.804
network for twenty years

00:44:28.844 --> 00:44:31.186
that they absolutely had to

00:44:31.467 --> 00:44:32.447
do the whole physician

00:44:32.467 --> 00:44:34.530
marketing thing at some point, you know,

00:44:34.630 --> 00:44:36.632
twenty years ago, which I'm OK with.

00:44:36.672 --> 00:44:37.514
That's part of it.

00:44:38.679 --> 00:44:39.920
But if hoping someone sends

00:44:39.940 --> 00:44:42.202
you business is your entire strategy,

00:44:42.943 --> 00:44:43.483
I wouldn't be able to.

00:44:43.503 --> 00:44:44.344
Oh, that's yeah.

00:44:44.563 --> 00:44:44.744
Yeah.

00:44:44.784 --> 00:44:46.125
No, that's a, that's a failing strategy.

00:44:46.184 --> 00:44:46.746
And that,

00:44:46.786 --> 00:44:48.226
so that's part of like doing what

00:44:48.246 --> 00:44:48.586
I'm doing.

00:44:48.626 --> 00:44:48.806
Right.

00:44:48.847 --> 00:44:49.867
So I mentioned to you guys,

00:44:49.887 --> 00:44:50.827
like I've spent a ton of

00:44:50.847 --> 00:44:52.710
money on Google ads in, uh,

00:44:53.510 --> 00:44:54.771
in like February, March.

00:44:55.010 --> 00:44:55.811
And like it,

00:44:57.135 --> 00:44:58.536
has not been performing as

00:44:58.576 --> 00:44:59.516
well as it used to.

00:44:59.996 --> 00:45:00.516
Yeah.

00:45:01.577 --> 00:45:02.516
Google's been down a little bit.

00:45:02.536 --> 00:45:04.137
I mean, other people are saying this too.

00:45:04.217 --> 00:45:04.577
Yeah.

00:45:04.657 --> 00:45:04.916
Yeah.

00:45:04.976 --> 00:45:05.717
So, okay, good.

00:45:05.757 --> 00:45:07.157
So it's not just me.

00:45:07.177 --> 00:45:07.838
Cause I haven't changed

00:45:07.878 --> 00:45:10.557
anything much with my Google account,

00:45:10.597 --> 00:45:12.079
but the combination of that

00:45:12.278 --> 00:45:13.179
and getting some of these

00:45:13.219 --> 00:45:14.378
patients referred by some

00:45:14.398 --> 00:45:15.199
of these other concierge

00:45:15.239 --> 00:45:16.619
practices that when they're

00:45:16.639 --> 00:45:17.480
referred to us,

00:45:17.960 --> 00:45:18.940
that these patients like

00:45:18.960 --> 00:45:21.059
just don't blink an eye at

00:45:21.239 --> 00:45:22.081
our self pay rates.

00:45:22.161 --> 00:45:22.601
Right.

00:45:22.641 --> 00:45:24.081
So I'm like, I, I,

00:45:25.150 --> 00:45:27.715
I can't market the way that

00:45:27.795 --> 00:45:29.077
I either used to or I can't

00:45:29.117 --> 00:45:30.139
market the way that the

00:45:30.699 --> 00:45:33.003
in-network practices run

00:45:33.123 --> 00:45:34.925
Google ads and Facebook ads

00:45:34.965 --> 00:45:35.947
or whatever because

00:45:37.242 --> 00:45:38.862
My process is for a specific

00:45:38.882 --> 00:45:39.543
type of person.

00:45:39.603 --> 00:45:41.344
It takes a specific type of phone call.

00:45:42.045 --> 00:45:43.206
It's not just like,

00:45:44.106 --> 00:45:45.347
here's a link to book and

00:45:45.367 --> 00:45:47.228
like not really speak with them.

00:45:47.489 --> 00:45:47.869
So it is,

00:45:47.989 --> 00:45:49.451
there is like a self selection

00:45:49.650 --> 00:45:50.972
type of bias to this.

00:45:51.853 --> 00:45:53.753
And so that is why the past

00:45:53.773 --> 00:45:54.173
couple of months,

00:45:54.193 --> 00:45:55.034
like now I'm doing more

00:45:55.195 --> 00:45:57.097
like the combination of doing this,

00:45:57.197 --> 00:45:57.817
like with Nate.

00:45:57.856 --> 00:46:01.059
So the past two posts or the three, four,

00:46:01.079 --> 00:46:01.880
whatever posts on,

00:46:02.239 --> 00:46:03.021
on my Instagram and

00:46:03.081 --> 00:46:04.061
concierge pain relief is,

00:46:05.275 --> 00:46:06.496
getting more content out of

00:46:06.577 --> 00:46:07.597
patients being treated.

00:46:07.996 --> 00:46:10.597
And then also meeting other

00:46:10.637 --> 00:46:12.739
folks that potentially we

00:46:12.759 --> 00:46:13.639
can collaborate in the future.

00:46:13.798 --> 00:46:14.199
Not even,

00:46:14.259 --> 00:46:15.300
it's just like learning about them.

00:46:15.599 --> 00:46:16.639
Like yesterday meeting him,

00:46:16.679 --> 00:46:20.202
it was not like, hey, you know,

00:46:20.322 --> 00:46:21.802
send us your personal

00:46:21.842 --> 00:46:23.523
training clients that like, you know,

00:46:24.702 --> 00:46:25.664
don't get pain relief from

00:46:25.724 --> 00:46:26.623
your personal training if

00:46:26.704 --> 00:46:27.684
they're banged up or whatever.

00:46:28.003 --> 00:46:29.125
Like, no, we need to like,

00:46:29.625 --> 00:46:30.525
build a relationship.

00:46:30.565 --> 00:46:30.985
And like,

00:46:31.206 --> 00:46:32.407
maybe he and I are going to work

00:46:32.447 --> 00:46:32.807
out together.

00:46:32.847 --> 00:46:33.949
He asked me if I play golf.

00:46:33.969 --> 00:46:36.331
I'm like, I don't, I play baseball.

00:46:36.371 --> 00:46:39.094
Like I need golf lessons, but like he,

00:46:39.114 --> 00:46:40.416
maybe I'll start getting golf less or,

00:46:40.476 --> 00:46:41.217
you know, golf lessons.

00:46:41.277 --> 00:46:42.077
And then he and I can go

00:46:42.117 --> 00:46:43.659
golf or whatever and, you know,

00:46:43.679 --> 00:46:44.280
break some bread.

00:46:44.460 --> 00:46:45.061
And that's what it's all

00:46:45.101 --> 00:46:46.463
about is like the long-term,

00:46:47.525 --> 00:46:49.768
of building relationships, which the, the,

00:46:49.788 --> 00:46:50.128
I used,

00:46:50.248 --> 00:46:52.230
I did the paid marketing for so long,

00:46:52.690 --> 00:46:53.971
especially through COVID where like,

00:46:54.291 --> 00:46:55.771
and then the baby, it's like,

00:46:56.172 --> 00:46:58.193
I could be home and just pay for ads.

00:46:58.675 --> 00:47:00.596
And I had the, I had more time than money,

00:47:00.976 --> 00:47:01.876
but now it's like, well,

00:47:01.916 --> 00:47:02.938
the paid ads are not

00:47:03.237 --> 00:47:04.358
converting and working as well.

00:47:04.378 --> 00:47:06.079
So now it's like, okay,

00:47:06.099 --> 00:47:07.320
well I need to invest the time.

00:47:07.340 --> 00:47:08.382
And that's why I'm doing this stuff.

00:47:08.402 --> 00:47:09.001
That's why I'm doing the

00:47:09.041 --> 00:47:10.864
provider dinner tonight in the city.

00:47:11.003 --> 00:47:12.125
And I live in Brooklyn and

00:47:12.284 --> 00:47:13.166
that's why I'm doing all the

00:47:14.460 --> 00:47:15.500
relationship building which

00:47:15.780 --> 00:47:16.621
like I'm kind of always

00:47:16.681 --> 00:47:18.101
done but now it's like

00:47:18.440 --> 00:47:19.802
video content filming

00:47:19.862 --> 00:47:21.041
patients the whole golden

00:47:21.061 --> 00:47:23.023
ticket thing all that dude

00:47:23.103 --> 00:47:24.802
I'm half I'm half cocked to

00:47:24.842 --> 00:47:27.523
just start like to create

00:47:27.583 --> 00:47:30.545
one of these together do

00:47:30.585 --> 00:47:31.385
you know what I mean like

00:47:31.545 --> 00:47:32.985
you're not go on go on

00:47:33.385 --> 00:47:34.385
you're not an othellas

00:47:34.405 --> 00:47:35.646
client because you're cash

00:47:36.027 --> 00:47:37.347
and othellas uses

00:47:37.487 --> 00:47:38.847
artificial intelligence to

00:47:38.887 --> 00:47:41.027
essentially amplify your

00:47:41.068 --> 00:47:42.007
billing process to get the

00:47:42.047 --> 00:47:43.489
most money the fastest from insurance

00:47:44.574 --> 00:47:46.456
And yet you want to connect

00:47:46.476 --> 00:47:48.036
with people in the city for referrals.

00:47:48.117 --> 00:47:49.458
And just, I don't even say referral.

00:47:49.557 --> 00:47:50.217
I'll say to build

00:47:50.237 --> 00:47:51.659
relationships to then

00:47:52.539 --> 00:47:53.681
hopefully get referrals.

00:47:53.701 --> 00:47:54.362
But really it's build

00:47:54.382 --> 00:47:55.161
relationships for the sake

00:47:55.181 --> 00:47:56.083
of building relationships.

00:47:57.123 --> 00:47:58.284
I need to do the same thing.

00:47:58.844 --> 00:48:00.746
My strategy has been fly

00:48:00.786 --> 00:48:02.307
around the country and go to conferences,

00:48:02.748 --> 00:48:03.849
which has not paid out for me.

00:48:03.909 --> 00:48:04.510
Not yet anyway.

00:48:04.530 --> 00:48:05.630
I met a bunch of people and

00:48:05.670 --> 00:48:06.952
I know relationships take time.

00:48:08.342 --> 00:48:10.204
Um, but how do you scale that?

00:48:10.784 --> 00:48:12.606
Maybe the idea is smaller, not bigger.

00:48:12.746 --> 00:48:13.947
Maybe instead of flying around,

00:48:13.987 --> 00:48:15.048
I just start driving around

00:48:15.068 --> 00:48:16.030
and having dinners with people.

00:48:16.409 --> 00:48:17.010
I don't, I don't know.

00:48:17.251 --> 00:48:17.630
I don't know what,

00:48:17.690 --> 00:48:18.452
I don't know how to do my job.

00:48:20.137 --> 00:48:22.298
But let me let me let me let

00:48:22.318 --> 00:48:23.018
me throw this by you.

00:48:23.079 --> 00:48:25.581
So the so Nancy,

00:48:25.621 --> 00:48:26.681
the senior director of

00:48:26.722 --> 00:48:29.943
strategic communications at

00:48:29.983 --> 00:48:31.105
Manhattan Pain Medicine.

00:48:31.344 --> 00:48:32.106
Maybe I have to connect you

00:48:32.126 --> 00:48:32.827
and you can just speak with

00:48:32.867 --> 00:48:34.088
her about what she does.

00:48:34.108 --> 00:48:35.168
But that sounds like I want

00:48:35.188 --> 00:48:35.748
to interview her.

00:48:35.768 --> 00:48:35.849
Yeah,

00:48:37.090 --> 00:48:38.271
I think what she's doing is

00:48:38.371 --> 00:48:40.331
stunningly stupidly simple,

00:48:40.371 --> 00:48:42.193
which is why it is brilliant.

00:48:42.293 --> 00:48:43.293
Like I think those it's a

00:48:43.355 --> 00:48:44.976
circle brilliant and stupid or a circle.

00:48:45.945 --> 00:48:47.726
get see if you can guess.

00:48:48.246 --> 00:48:48.905
I'm curious.

00:48:49.326 --> 00:48:51.206
They got a sponsor for this dinner.

00:48:51.226 --> 00:48:51.847
So I don't know if the

00:48:51.867 --> 00:48:52.927
sponsor is paying for

00:48:52.967 --> 00:48:54.288
everyone's plate or

00:48:54.427 --> 00:48:55.188
partially or whatever.

00:48:55.568 --> 00:48:57.208
Just like there's no right or wrong here.

00:48:57.228 --> 00:48:58.548
But like just it's kind of

00:48:58.588 --> 00:48:59.809
in healthcare ish.

00:49:00.829 --> 00:49:02.490
Who might sponsor this?

00:49:02.570 --> 00:49:02.951
Who do you think?

00:49:05.059 --> 00:49:06.201
That's a great question.

00:49:06.280 --> 00:49:07.822
Who would sponsor a bunch of providers?

00:49:08.702 --> 00:49:09.983
There is a sponsor.

00:49:10.204 --> 00:49:10.324
Me.

00:49:10.344 --> 00:49:11.005
There is a sponsor.

00:49:11.025 --> 00:49:12.085
Acellus would sponsor that.

00:49:13.067 --> 00:49:14.288
Who else would sponsor that?

00:49:14.889 --> 00:49:16.389
Local within the healthcare world.

00:49:17.170 --> 00:49:18.112
Healthcare lawyers,

00:49:18.132 --> 00:49:19.193
healthcare accountants.

00:49:20.282 --> 00:49:20.742
Close enough.

00:49:22.063 --> 00:49:25.164
Try Farm Pharmacy has sponsored this.

00:49:25.764 --> 00:49:26.063
Why?

00:49:26.083 --> 00:49:27.684
Because they want, why?

00:49:28.465 --> 00:49:28.565
Oh,

00:49:28.585 --> 00:49:30.126
because they want people to know who

00:49:30.146 --> 00:49:30.425
they are.

00:49:31.045 --> 00:49:32.367
Yeah, so I've never heard,

00:49:32.387 --> 00:49:34.128
I'm assuming it's a

00:49:34.168 --> 00:49:35.387
pharmacy that's somewhere

00:49:35.507 --> 00:49:38.630
in downtown Manhattan near this office,

00:49:38.710 --> 00:49:39.050
I guess.

00:49:39.130 --> 00:49:39.449
I don't know.

00:49:39.489 --> 00:49:40.789
Let me see.

00:49:41.530 --> 00:49:42.431
Staten Island.

00:49:43.291 --> 00:49:44.811
Because the ROI, I guess,

00:49:44.831 --> 00:49:45.833
for someone knowing and

00:49:45.972 --> 00:49:46.893
using your pharmacy or

00:49:46.932 --> 00:49:47.952
suggesting your pharmacy is

00:49:48.012 --> 00:49:49.134
probably insanely high.

00:49:50.628 --> 00:49:52.672
Right?

00:49:52.711 --> 00:49:54.213
Like if a provider starts

00:49:54.614 --> 00:49:56.536
suggesting yours versus another one,

00:49:57.597 --> 00:49:59.101
the ROI on that is worth a

00:49:59.181 --> 00:50:00.782
hundred dinners, a thousand dinners,

00:50:00.822 --> 00:50:01.222
I don't know.

00:50:02.755 --> 00:50:03.436
I just Googled it.

00:50:03.456 --> 00:50:05.416
It's a, it's a, okay.

00:50:05.436 --> 00:50:07.197
The dinner and the practice

00:50:07.376 --> 00:50:10.418
Manhattan pain management is in Manhattan,

00:50:10.539 --> 00:50:11.539
like near Washington square.

00:50:11.579 --> 00:50:11.719
Right.

00:50:11.739 --> 00:50:12.440
So like downtown,

00:50:12.480 --> 00:50:15.981
downtown and this tri farm,

00:50:16.181 --> 00:50:19.623
T R I P H A R M tri farm

00:50:20.043 --> 00:50:21.164
pharmacy is in Staten Island,

00:50:21.184 --> 00:50:22.565
which that doesn't make sense at all.

00:50:22.684 --> 00:50:23.445
Cause like, well,

00:50:23.505 --> 00:50:24.146
that might just be where

00:50:24.166 --> 00:50:25.166
their home office is.

00:50:25.206 --> 00:50:28.027
They might have satellite offices, right?

00:50:28.108 --> 00:50:28.507
I don't know.

00:50:28.987 --> 00:50:29.268
I guess.

00:50:29.288 --> 00:50:29.809
I don't know.

00:50:31.173 --> 00:50:32.153
There's no locations other

00:50:32.173 --> 00:50:33.014
than the Staten Island

00:50:33.195 --> 00:50:34.135
address on their website.

00:50:34.514 --> 00:50:35.454
There's no other locations.

00:50:35.815 --> 00:50:36.855
That doesn't make any sense.

00:50:37.894 --> 00:50:40.235
But hey, if it's a sponsor,

00:50:40.255 --> 00:50:40.775
it's a sponsor.

00:50:41.155 --> 00:50:42.436
Yeah, there's something we're not seeing,

00:50:42.536 --> 00:50:45.677
I think, or I'm going to assume.

00:50:46.536 --> 00:50:50.498
Maybe Manhattan Pain Medicine,

00:50:50.637 --> 00:50:51.557
maybe this is like a

00:50:51.617 --> 00:50:52.418
compounding pharmacy.

00:50:52.458 --> 00:50:53.358
Maybe they send their

00:50:53.418 --> 00:50:54.139
scripts there and then they

00:50:54.159 --> 00:50:54.898
send them into the city.

00:50:54.958 --> 00:50:55.478
I don't know.

00:50:57.978 --> 00:50:58.961
But you're doing the right thing,

00:50:59.001 --> 00:51:00.469
which is like following the connection.

00:51:00.829 --> 00:51:02.778
Like, how's this make this make sense?

00:51:03.898 --> 00:51:05.760
All right, so I'm curious now,

00:51:05.780 --> 00:51:06.501
because you mentioned it.

00:51:07.280 --> 00:51:08.742
You're doing stuff like this.

00:51:09.202 --> 00:51:09.902
I haven't done stuff.

00:51:10.043 --> 00:51:10.882
I've thought about it.

00:51:11.443 --> 00:51:13.025
But you have some.

00:51:13.364 --> 00:51:14.525
So let's say I have a budget.

00:51:14.766 --> 00:51:15.985
You have some budget where

00:51:16.686 --> 00:51:18.027
we could potentially collaborate,

00:51:18.068 --> 00:51:19.688
where we maybe do this type of thing.

00:51:19.728 --> 00:51:20.909
Not even competitively,

00:51:20.929 --> 00:51:22.831
but we could invite them.

00:51:23.451 --> 00:51:25.251
And I want to build

00:51:25.271 --> 00:51:26.932
relationships with other practice owners,

00:51:27.012 --> 00:51:29.394
either for referral and partnership,

00:51:30.074 --> 00:51:31.556
or some of these owners if

00:51:31.576 --> 00:51:32.376
they're older and they're

00:51:32.396 --> 00:51:33.695
looking to sell or whatever

00:51:33.815 --> 00:51:34.697
that's also we're trying to

00:51:34.717 --> 00:51:36.797
do that as well yeah jimmy

00:51:36.818 --> 00:51:37.717
and othellas you guys are

00:51:37.737 --> 00:51:38.318
trying to get in front of

00:51:38.338 --> 00:51:39.137
more practice owners

00:51:39.539 --> 00:51:41.398
othellas is a artificial

00:51:41.418 --> 00:51:45.101
intelligence uh emr revenue

00:51:45.141 --> 00:51:46.581
cycle management company so

00:51:47.061 --> 00:51:48.561
you guys have cash and

00:51:48.922 --> 00:51:50.382
there's a budget so you

00:51:50.402 --> 00:51:51.322
might be able to host this

00:51:53.978 --> 00:51:55.320
So I'm interested.

00:51:55.360 --> 00:51:56.219
So what I don't want to

00:51:56.239 --> 00:51:57.300
do... This is a good exercise.

00:51:57.320 --> 00:51:58.061
And we can talk about this

00:51:58.081 --> 00:51:59.201
because we got like nine minutes left.

00:51:59.440 --> 00:52:01.041
Or we do it like speed IDing,

00:52:01.061 --> 00:52:02.983
which is what we used to do in radio.

00:52:03.182 --> 00:52:04.382
All the ideas happen in the hallway.

00:52:04.842 --> 00:52:06.423
The idea is I wouldn't want

00:52:06.463 --> 00:52:07.623
to just spend money for the

00:52:07.664 --> 00:52:08.465
sake of spending money.

00:52:08.644 --> 00:52:09.864
Like I almost want to go

00:52:09.965 --> 00:52:11.286
full circle to your buddy

00:52:11.806 --> 00:52:12.545
who got the seventy five

00:52:12.565 --> 00:52:13.306
thousand dollar fine for

00:52:13.346 --> 00:52:15.106
putting his ads on telephone poles,

00:52:15.507 --> 00:52:17.027
which is like if you had...

00:52:17.827 --> 00:52:19.429
a hundred dollars, what would you do?

00:52:19.750 --> 00:52:19.929
Okay.

00:52:19.949 --> 00:52:20.351
I do this.

00:52:20.670 --> 00:52:21.931
If you had three hundred dollars,

00:52:21.952 --> 00:52:22.472
what would you do?

00:52:22.932 --> 00:52:26.016
I, the lazy thing is in radio, it was like,

00:52:26.036 --> 00:52:27.617
we need a new contest to get a bunch of,

00:52:27.677 --> 00:52:29.139
we need to increase our ratings.

00:52:29.179 --> 00:52:30.539
It's like, give away a million dollars.

00:52:30.559 --> 00:52:31.802
It's like, that's lazy, dude.

00:52:31.902 --> 00:52:32.481
We're never going to get a

00:52:32.501 --> 00:52:33.063
million dollars.

00:52:33.123 --> 00:52:33.963
We're a radio station in the

00:52:33.983 --> 00:52:35.965
middle of nowhere, be creative.

00:52:36.045 --> 00:52:38.108
And that's where I like constraints.

00:52:38.748 --> 00:52:39.469
So let's say it was a

00:52:39.528 --> 00:52:40.809
thousand dollars or less.

00:52:41.570 --> 00:52:42.510
You could have one dinner.

00:52:43.010 --> 00:52:43.690
I mean, in New York city,

00:52:43.710 --> 00:52:44.411
you're not going to, I mean,

00:52:44.471 --> 00:52:45.510
how many people can you have to dinner?

00:52:45.630 --> 00:52:45.791
What?

00:52:45.831 --> 00:52:50.132
Like one, it's not with drinks.

00:52:51.271 --> 00:52:51.711
Oh yeah.

00:52:51.731 --> 00:52:52.371
That depends.

00:52:52.391 --> 00:52:52.572
Yeah.

00:52:52.592 --> 00:52:52.931
It depends.

00:52:53.052 --> 00:52:56.253
If we're going, if we're going, you know,

00:52:56.273 --> 00:52:57.333
you do the little drink ticket,

00:52:57.353 --> 00:52:59.072
you get one or two drinks, you know,

00:52:59.132 --> 00:52:59.452
or not.

00:52:59.793 --> 00:53:01.914
But then I go, who do you pair up with?

00:53:01.954 --> 00:53:03.594
If this pharmacy is doing this and we go,

00:53:03.653 --> 00:53:05.114
Hey pharmacy, I don't compete with you.

00:53:05.213 --> 00:53:05.893
I'm pharmacy.

00:53:06.614 --> 00:53:07.494
This is what happened with

00:53:07.534 --> 00:53:09.034
part member party with a purpose.

00:53:09.094 --> 00:53:09.175
Yeah.

00:53:10.489 --> 00:53:11.010
No.

00:53:11.030 --> 00:53:11.911
Party with a purpose.

00:53:12.070 --> 00:53:13.452
I went to a million CSMs.

00:53:13.492 --> 00:53:14.233
And the thing that pissed me

00:53:14.293 --> 00:53:16.436
off about CSM was we would all, we would,

00:53:16.557 --> 00:53:18.641
it was the combined sections meeting.

00:53:18.960 --> 00:53:19.822
Everybody would come together.

00:53:20.943 --> 00:53:21.465
And then at night,

00:53:21.724 --> 00:53:22.505
everybody would go off to

00:53:22.525 --> 00:53:23.067
their own parties.

00:53:23.728 --> 00:53:25.570
Ortho people would have over here, neuro,

00:53:25.690 --> 00:53:26.050
peds.

00:53:27.099 --> 00:53:29.059
And we like to say physical

00:53:29.079 --> 00:53:30.221
therapy wants to change the world.

00:53:30.320 --> 00:53:31.740
But like at the end of the conference,

00:53:31.780 --> 00:53:33.221
we just all went home and

00:53:33.240 --> 00:53:34.342
we didn't leave anything behind.

00:53:34.981 --> 00:53:35.822
We spent some money.

00:53:35.922 --> 00:53:37.061
We had hotel rooms and

00:53:37.121 --> 00:53:37.922
dinner and all that stuff.

00:53:38.342 --> 00:53:39.222
So I was like, yeah,

00:53:39.302 --> 00:53:40.262
we want to change the world.

00:53:40.362 --> 00:53:42.103
And I know you're all spending ten,

00:53:42.163 --> 00:53:44.083
fifteen, twenty, thirty grand on parties.

00:53:44.643 --> 00:53:45.563
I can spend your money better.

00:53:46.123 --> 00:53:47.884
So one year I said,

00:53:48.324 --> 00:53:49.264
you give me your money.

00:53:49.344 --> 00:53:49.985
You give me your money.

00:53:50.065 --> 00:53:51.125
I sold them a party.

00:53:52.369 --> 00:53:52.889
And I said, listen,

00:53:53.030 --> 00:53:53.869
I'm going to do all the work.

00:53:54.371 --> 00:53:54.990
I'm going to put all the

00:53:55.010 --> 00:53:55.650
right people in the room

00:53:55.670 --> 00:53:56.311
that you want to get in the

00:53:56.331 --> 00:53:57.092
right room at this party.

00:53:57.112 --> 00:53:57.833
It's going to be cooler.

00:53:58.172 --> 00:53:58.934
So I rented out the San

00:53:58.974 --> 00:54:00.094
Diego Children's Museum.

00:54:00.414 --> 00:54:00.635
We,

00:54:00.755 --> 00:54:01.956
we rented out the San Diego Children's

00:54:01.976 --> 00:54:02.315
Museum.

00:54:02.597 --> 00:54:03.476
I got an eighties band.

00:54:03.757 --> 00:54:05.278
I got, I got to bring in high end liquor,

00:54:05.579 --> 00:54:05.998
food.

00:54:06.478 --> 00:54:07.599
I brought in a comedian.

00:54:07.699 --> 00:54:08.860
Like we made it a cool event

00:54:09.681 --> 00:54:10.922
and I made it sell out.

00:54:12.112 --> 00:54:13.134
Here's how I sold it out.

00:54:13.514 --> 00:54:14.114
If you,

00:54:14.574 --> 00:54:16.737
the Academy of whatever gave me ten grand,

00:54:17.117 --> 00:54:19.918
I gave you a handful of tickets or,

00:54:19.998 --> 00:54:20.900
you know, fifty to one hundred.

00:54:21.420 --> 00:54:22.440
I valued the ticket at two

00:54:22.460 --> 00:54:23.121
hundred fifty bucks.

00:54:23.442 --> 00:54:24.443
So as soon as I was done

00:54:24.483 --> 00:54:25.282
raising all my money,

00:54:26.184 --> 00:54:27.065
you couldn't buy your way

00:54:27.105 --> 00:54:28.085
and you had to go to this.

00:54:28.144 --> 00:54:29.586
You had to go to Vauld and

00:54:29.626 --> 00:54:30.907
their booth to sign up to

00:54:30.967 --> 00:54:32.329
win your way in for tickets.

00:54:33.108 --> 00:54:33.750
And then I said,

00:54:34.010 --> 00:54:35.311
whatever money is left over

00:54:35.351 --> 00:54:35.972
from the event.

00:54:36.032 --> 00:54:37.213
So I think I raised one

00:54:37.233 --> 00:54:38.614
hundred and twenty thousand dollars,

00:54:38.994 --> 00:54:40.135
but only spent ninety.

00:54:41.773 --> 00:54:43.496
I gave the difference to the

00:54:43.536 --> 00:54:46.159
three highest money givers and said,

00:54:46.199 --> 00:54:47.260
write a check to your favorite charity.

00:54:48.001 --> 00:54:49.083
So that was party with the purpose.

00:54:49.724 --> 00:54:50.585
So that's the thing like you

00:54:50.606 --> 00:54:51.768
can create you can you can

00:54:52.762 --> 00:54:53.762
Do more together.

00:54:53.782 --> 00:54:55.443
That's why Voltron is Voltron.

00:54:55.762 --> 00:54:57.224
There is an eighties nineties reference.

00:54:57.684 --> 00:54:58.884
Like you're more than the

00:54:58.903 --> 00:54:59.583
sum of your parts.

00:54:59.623 --> 00:55:01.385
So find people to collaborate with.

00:55:01.764 --> 00:55:03.306
So now go back to this, which is like,

00:55:03.445 --> 00:55:04.286
if Jimmy had a thousand

00:55:04.326 --> 00:55:05.485
dollar budget and was going

00:55:05.505 --> 00:55:08.226
to throw a party, who would we invite?

00:55:08.246 --> 00:55:08.887
But who, who,

00:55:09.148 --> 00:55:11.347
who could we invite to add to it,

00:55:11.608 --> 00:55:12.548
to make it dope.

00:55:12.849 --> 00:55:14.509
So more people would want to come.

00:55:14.909 --> 00:55:15.289
That was the,

00:55:15.349 --> 00:55:16.349
that was the impetus of the party.

00:55:16.389 --> 00:55:17.070
I wanted to throw a party

00:55:17.110 --> 00:55:18.331
that I would say I'd pay

00:55:18.351 --> 00:55:19.030
two hundred bucks for this.

00:55:19.451 --> 00:55:20.853
for dinner and drinks and an

00:55:20.893 --> 00:55:22.597
eighties band all night and a cool vibe,

00:55:23.137 --> 00:55:24.360
like throw a party you'd

00:55:24.400 --> 00:55:25.222
actually want to go to.

00:55:26.501 --> 00:55:27.041
So I don't know,

00:55:27.242 --> 00:55:28.443
would it be a dinner or

00:55:28.463 --> 00:55:29.443
would it be an experience?

00:55:29.463 --> 00:55:30.485
Like something actually cool,

00:55:31.065 --> 00:55:32.485
not a fricking scavenger hunt.

00:55:32.585 --> 00:55:33.427
Scavenger hunts are out.

00:55:33.467 --> 00:55:34.967
That's the one rule I will give.

00:55:35.608 --> 00:55:36.849
Cannot be a scavenger hunt

00:55:36.869 --> 00:55:37.969
because we are adults here.

00:55:38.909 --> 00:55:40.190
We've all learned today that

00:55:40.210 --> 00:55:41.552
you really dislike scavenger hunts.

00:55:41.572 --> 00:55:42.753
I just think they're lazy.

00:55:43.152 --> 00:55:43.693
I know, I agree.

00:55:45.153 --> 00:55:46.235
Here's the funny part.

00:55:46.715 --> 00:55:48.516
My friend Sky Donovan does a

00:55:48.916 --> 00:55:50.197
fundraiser for her kid's

00:55:50.237 --> 00:55:51.998
school every year or she's done it.

00:55:52.699 --> 00:55:53.920
where she essentially does a

00:55:54.019 --> 00:55:55.722
manual version of The Amazing Race.

00:55:56.083 --> 00:55:57.324
That's a cool scavenger hunt

00:55:57.503 --> 00:55:58.824
because it's time appropriate.

00:55:59.106 --> 00:56:00.126
What she does is she texts

00:56:00.146 --> 00:56:01.568
people clues and they've

00:56:01.608 --> 00:56:02.849
got to go answer the clue

00:56:02.889 --> 00:56:04.050
by standing in a place.

00:56:05.168 --> 00:56:07.208
And they take a picture, like,

00:56:07.248 --> 00:56:08.929
is the answer Benjamin Franklin?

00:56:08.949 --> 00:56:09.650
Because I'm at the Benjamin

00:56:09.670 --> 00:56:10.210
Franklin Bridge.

00:56:10.231 --> 00:56:11.210
And they take a picture and she's like,

00:56:11.231 --> 00:56:11.451
yes.

00:56:11.670 --> 00:56:12.871
Then she'll text you the next clue.

00:56:13.371 --> 00:56:17.074
That's a scavenger hunt to have fun.

00:56:17.293 --> 00:56:18.114
The scavenger hunt at the

00:56:18.155 --> 00:56:20.096
conference is to maybe win an iPad.

00:56:20.456 --> 00:56:21.036
It's lazy.

00:56:21.617 --> 00:56:22.936
So they fit when they fit.

00:56:23.056 --> 00:56:23.637
Don't force it.

00:56:23.737 --> 00:56:24.918
You can ruin it with too much salt.

00:56:25.197 --> 00:56:26.259
You can ruin it with too much salt.

00:56:27.440 --> 00:56:28.161
Yeah.

00:56:28.181 --> 00:56:29.702
So what do you want to do?

00:56:29.722 --> 00:56:30.804
But we have three and a half minutes.

00:56:32.985 --> 00:56:33.585
I want to do this.

00:56:33.706 --> 00:56:35.547
So we could certainly

00:56:35.606 --> 00:56:38.648
consider some other co-sponsor.

00:56:39.929 --> 00:56:40.690
What's the dollar amount?

00:56:40.710 --> 00:56:41.231
I don't know if you're

00:56:41.271 --> 00:56:42.231
publicly able to say it,

00:56:42.251 --> 00:56:43.652
but what's the dollar

00:56:43.672 --> 00:56:44.733
amount you got from Othellus?

00:56:46.054 --> 00:56:46.954
Let me give constraints

00:56:46.974 --> 00:56:47.655
because if I just said it.

00:56:48.416 --> 00:56:49.596
Plus we could consider,

00:56:49.617 --> 00:56:51.797
because you're a video guy and Othellus,

00:56:51.836 --> 00:56:53.217
you know, if you're creating, you know,

00:56:53.277 --> 00:56:54.257
video assets or whatever,

00:56:54.838 --> 00:56:55.938
maybe it's a combination of

00:56:55.958 --> 00:56:57.378
a dinner or an experience

00:56:57.719 --> 00:56:59.159
and you record it and then

00:56:59.179 --> 00:57:00.119
you get to use that digital

00:57:00.159 --> 00:57:01.960
asset to put online to get

00:57:02.679 --> 00:57:04.000
people to have interest in

00:57:04.019 --> 00:57:06.900
the next event and have a

00:57:06.940 --> 00:57:08.702
digital asset for the video of like,

00:57:09.081 --> 00:57:09.942
here's a piece of content

00:57:09.961 --> 00:57:11.762
from Othellus that is not like,

00:57:12.083 --> 00:57:12.902
here's our EMR.

00:57:12.943 --> 00:57:13.262
It's like,

00:57:13.302 --> 00:57:15.483
here's this like life experience

00:57:15.503 --> 00:57:16.304
that we did, you know,

00:57:16.324 --> 00:57:17.023
this dinner or whatever.

00:57:17.443 --> 00:57:18.885
even if Athelas never shared it.

00:57:19.585 --> 00:57:20.166
Watch this.

00:57:20.686 --> 00:57:21.766
I've got someone who's now

00:57:21.806 --> 00:57:23.086
working with me at Athelas.

00:57:23.126 --> 00:57:23.947
This is a practice

00:57:24.427 --> 00:57:26.969
consultant who consults business owners.

00:57:27.650 --> 00:57:29.630
She throws her own conference every year.

00:57:30.170 --> 00:57:30.731
I'm interested.

00:57:30.952 --> 00:57:31.592
She gets a hundred to a

00:57:31.612 --> 00:57:32.311
hundred and twenty thousand

00:57:32.353 --> 00:57:33.373
practice owners in one spot.

00:57:33.512 --> 00:57:34.514
Yeah, I'm coming for the weekend.

00:57:35.074 --> 00:57:36.094
That's a huge conference.

00:57:36.635 --> 00:57:36.896
It is.

00:57:37.215 --> 00:57:38.376
I yes anded her.

00:57:38.757 --> 00:57:39.117
I said,

00:57:39.297 --> 00:57:40.179
and I won't say what this person's

00:57:40.199 --> 00:57:40.539
name is.

00:57:40.659 --> 00:57:41.599
I said, here's an idea.

00:57:42.139 --> 00:57:44.342
What if we upsold some of

00:57:44.362 --> 00:57:45.443
the people at your conference?

00:57:46.003 --> 00:57:47.125
You're going to take a cut of this.

00:57:47.585 --> 00:57:48.786
And she goes, what's the upsell?

00:57:49.347 --> 00:57:49.766
I said, well,

00:57:49.786 --> 00:57:52.250
what if I brought a videographer with me

00:57:53.351 --> 00:57:55.431
And we did a bunch of, I'll be off,

00:57:55.472 --> 00:57:56.512
Jimmy will be off camera.

00:57:56.532 --> 00:57:57.231
We'll set up a cool,

00:57:57.251 --> 00:57:58.052
we'll set up the lights in

00:57:58.092 --> 00:57:58.672
the background.

00:57:59.693 --> 00:58:00.833
I'll pre-interview your

00:58:00.873 --> 00:58:02.853
person before they fly in.

00:58:02.893 --> 00:58:04.434
Find out about them and their practice.

00:58:04.934 --> 00:58:06.393
And then a half hour slot,

00:58:06.753 --> 00:58:07.873
all we'll do is I'll just

00:58:07.914 --> 00:58:09.235
pitch you questions to answer.

00:58:10.175 --> 00:58:11.655
And our videographer will record it.

00:58:11.974 --> 00:58:12.916
Then they'll edit it and

00:58:12.936 --> 00:58:14.275
then hand you six months

00:58:14.315 --> 00:58:15.896
worth of reels that is you

00:58:15.936 --> 00:58:16.817
talking about you.

00:58:17.657 --> 00:58:18.277
And then there you go.

00:58:18.297 --> 00:58:19.197
There's your Google Drive

00:58:19.237 --> 00:58:19.797
filled with whatever.

00:58:20.056 --> 00:58:21.257
So we'll upsell that for

00:58:21.518 --> 00:58:22.557
twelve hundred bucks.

00:58:23.751 --> 00:58:25.012
But we'll only do it if we

00:58:25.052 --> 00:58:27.134
get six of them to book

00:58:27.233 --> 00:58:27.914
because we got to pay for

00:58:27.934 --> 00:58:28.514
the videographer.

00:58:28.675 --> 00:58:29.394
But we won't pay for the

00:58:29.434 --> 00:58:30.675
videographer until we know

00:58:30.695 --> 00:58:32.918
that six of them have signed up and paid.

00:58:33.737 --> 00:58:34.719
So the thing is like come to

00:58:34.739 --> 00:58:35.478
this dinner and we're going

00:58:35.498 --> 00:58:36.460
to give you – it's why

00:58:36.480 --> 00:58:38.380
there's a photo booth at a carnival.

00:58:38.400 --> 00:58:39.320
It's like, oh, that's cool,

00:58:39.380 --> 00:58:40.722
and this is cool, and that's cool,

00:58:40.742 --> 00:58:41.222
and that's cool.

00:58:41.583 --> 00:58:42.583
Create that carnival

00:58:42.603 --> 00:58:43.923
environment where each of

00:58:43.963 --> 00:58:45.204
those things on their own would be, yeah,

00:58:45.224 --> 00:58:46.146
that's pretty cool.

00:58:46.166 --> 00:58:47.286
It's like Jay Leno.

00:58:47.306 --> 00:58:48.427
Yeah, that's all right.

00:58:49.007 --> 00:58:50.128
combine them together,

00:58:50.208 --> 00:58:51.708
it is much greater than the

00:58:51.748 --> 00:58:52.369
sum of their parts.

00:58:52.648 --> 00:58:53.869
So sit there and ask yourself,

00:58:54.009 --> 00:58:55.108
what are the pain points of

00:58:55.148 --> 00:58:56.509
all the people who I might

00:58:56.548 --> 00:58:57.329
want to get together?

00:58:58.150 --> 00:59:00.110
And could I solve two or three of them?

00:59:00.230 --> 00:59:01.710
A dinner is not a problem.

00:59:02.090 --> 00:59:02.869
I could eat at home.

00:59:03.349 --> 00:59:04.451
I can buy a bottle of vodka

00:59:04.490 --> 00:59:05.751
and drink a vodka soda as

00:59:05.791 --> 00:59:06.971
my back porch for a lot

00:59:07.030 --> 00:59:08.050
less than I could going out.

00:59:08.251 --> 00:59:09.510
I got to get off my couch and I got to go,

00:59:09.550 --> 00:59:10.192
especially in the city,

00:59:10.211 --> 00:59:11.132
I got to go somewhere.

00:59:11.152 --> 00:59:12.431
I got to go somewhere.

00:59:13.112 --> 00:59:13.351
Right.

00:59:13.612 --> 00:59:14.132
Right.

00:59:14.192 --> 00:59:14.371
Right.

00:59:14.572 --> 00:59:15.072
So you have to,

00:59:15.092 --> 00:59:17.452
you have to overcome that social inertia.

00:59:17.552 --> 00:59:18.072
So I don't know.

00:59:19.297 --> 00:59:20.059
I think this is a cool

00:59:20.099 --> 00:59:22.141
exercise that I would like to do.

00:59:22.161 --> 00:59:23.023
Where in the city would we do it,

00:59:23.043 --> 00:59:25.445
Manhattan or Brooklyn?

00:59:25.746 --> 00:59:27.429
Manhattan.

00:59:27.548 --> 00:59:27.750
OK.

00:59:27.909 --> 00:59:29.050
I know it's more expensive,

00:59:29.070 --> 00:59:30.373
but it's centralized.

00:59:30.432 --> 00:59:31.815
There's a reason it's more expensive,

00:59:31.875 --> 00:59:32.014
right?

00:59:32.034 --> 00:59:32.596
There's a reason.

00:59:33.117 --> 00:59:35.179
So did you ever hear the

00:59:35.639 --> 00:59:36.822
paperclip experiment?

00:59:38.063 --> 00:59:39.523
This guy had a paperclip and

00:59:39.543 --> 00:59:40.965
he traded it for a stapler.

00:59:41.025 --> 00:59:41.644
And then he traded the

00:59:41.664 --> 00:59:43.565
stapler for something.

00:59:43.907 --> 00:59:45.347
And he got a house or

00:59:45.367 --> 00:59:46.288
something like that out of it.

00:59:46.688 --> 00:59:49.190
He just kept bartering, right?

00:59:49.210 --> 00:59:49.989
I would almost turn this

00:59:50.030 --> 00:59:51.010
into a paperclip thing.

00:59:51.050 --> 00:59:51.471
It's like, all right,

00:59:51.530 --> 00:59:53.092
I'm going to give you a thousand dollars,

00:59:53.132 --> 00:59:53.432
Dave.

00:59:54.733 --> 00:59:55.873
And we're going to do a dinner together.

00:59:55.893 --> 00:59:56.474
And we're going to see what

00:59:56.494 --> 00:59:57.195
we get out of it.

00:59:57.695 --> 00:59:58.556
And let's say we make...

00:59:59.704 --> 01:00:00.726
x number of dollars out of

01:00:00.766 --> 01:00:02.186
it let's reinvest so now

01:00:02.206 --> 01:00:02.867
instead of a thousand

01:00:02.887 --> 01:00:04.469
dollars but the funnier

01:00:04.489 --> 01:00:06.891
part is our ideas get more

01:00:06.931 --> 01:00:08.333
creative and better when we

01:00:08.452 --> 01:00:10.373
have the constraints not a

01:00:10.393 --> 01:00:12.096
blank check the blank check

01:00:12.115 --> 01:00:12.976
would be like here's a

01:00:13.036 --> 01:00:13.936
luxury box at yankee

01:00:13.976 --> 01:00:16.318
stadium you know make it

01:00:16.398 --> 01:00:17.579
rain and I'm like you have

01:00:17.599 --> 01:00:19.061
to build up to that because

01:00:19.101 --> 01:00:20.043
just spending that and

01:00:20.163 --> 01:00:21.884
hoping you get success does

01:00:21.923 --> 01:00:23.284
not equal success so let's

01:00:23.304 --> 01:00:24.847
start with let's start with one dinner

01:00:26.092 --> 01:00:27.672
How many is, let's ask chat GPT,

01:00:27.713 --> 01:00:29.032
how many is too many people

01:00:29.052 --> 01:00:30.554
for good conversation at a dinner table,

01:00:30.614 --> 01:00:30.793
right?

01:00:30.813 --> 01:00:31.393
There's probably a

01:00:31.733 --> 01:00:33.474
mathematical algorithm for that, right?

01:00:33.735 --> 01:00:34.434
We just talked about the

01:00:34.474 --> 01:00:35.795
long table versus the round table.

01:00:36.175 --> 01:00:37.797
So let's do this and we'll

01:00:37.817 --> 01:00:38.757
have to execute it in the

01:00:38.797 --> 01:00:40.358
next sixty days or something,

01:00:40.438 --> 01:00:41.297
I don't know, thirty days,

01:00:41.318 --> 01:00:41.878
forty-five days.

01:00:42.818 --> 01:00:44.719
We'll have to have this to

01:00:44.739 --> 01:00:46.079
be continued with Tony next time.

01:00:46.500 --> 01:00:46.880
I like it.

01:00:47.300 --> 01:00:48.181
Alright, what's your parting shot?

01:00:49.635 --> 01:00:51.918
Parting shot is getting out there.

01:00:52.038 --> 01:00:53.239
So, you know,

01:00:53.460 --> 01:00:54.920
I'm sure many have done it

01:00:56.583 --> 01:00:57.804
and meeting other providers.

01:00:57.923 --> 01:00:59.346
How can you refer to them first?

01:00:59.525 --> 01:01:00.706
How can you be interested in

01:01:00.766 --> 01:01:02.708
what they're about, who they serve,

01:01:03.130 --> 01:01:05.251
their team, what they do?

01:01:05.992 --> 01:01:07.134
That's at least what I'm

01:01:07.153 --> 01:01:08.034
going to focus on today.

01:01:08.114 --> 01:01:09.195
So it's less about me today.

01:01:09.215 --> 01:01:10.237
It's more about them.

01:01:12.358 --> 01:01:13.099
learning about them.

01:01:13.639 --> 01:01:15.619
And oftentimes when you do this,

01:01:16.219 --> 01:01:17.159
then those people walk away

01:01:17.179 --> 01:01:18.021
and they're like, oh wow,

01:01:18.360 --> 01:01:20.320
Dave or Jimmy was really like,

01:01:20.581 --> 01:01:22.762
they really understood me or that,

01:01:22.822 --> 01:01:23.922
you know, or they don't even say it.

01:01:23.961 --> 01:01:25.143
They might just think that they might,

01:01:25.362 --> 01:01:25.902
they're like, oh wow,

01:01:26.083 --> 01:01:27.903
they really are interesting or whatever.

01:01:27.943 --> 01:01:29.623
And all I did was ask them

01:01:29.664 --> 01:01:30.844
questions about them.

01:01:31.525 --> 01:01:32.965
It's crazy how it works.

01:01:33.284 --> 01:01:34.244
If you want people,

01:01:34.264 --> 01:01:35.126
here's my parting shot.

01:01:35.545 --> 01:01:36.425
It'll yes and yours.

01:01:36.485 --> 01:01:38.306
If you want people to find

01:01:38.367 --> 01:01:39.387
you interesting,

01:01:40.818 --> 01:01:43.061
Just be interested.

01:01:43.081 --> 01:01:43.882
Not everybody's going to

01:01:43.902 --> 01:01:45.103
find you interesting and

01:01:45.123 --> 01:01:45.985
you can spend your time

01:01:46.005 --> 01:01:47.086
trying to make them interested.

01:01:47.847 --> 01:01:49.329
Freshman and sophomore year of college.

01:01:49.469 --> 01:01:50.391
I got a lot of first dates

01:01:50.411 --> 01:01:51.452
and not a lot of second dates.

01:01:51.932 --> 01:01:52.532
Here's what happened.

01:01:52.733 --> 01:01:53.775
I kept telling them all about me.

01:01:54.114 --> 01:01:55.217
Oh my gosh, I'm so smart.

01:01:55.237 --> 01:01:56.657
And I'm with captain of this

01:01:56.719 --> 01:01:57.318
and president of that.

01:01:57.358 --> 01:01:57.940
And people were just like,

01:01:57.980 --> 01:01:58.900
this guy's a douchebag.

01:01:59.722 --> 01:02:00.942
what I was trying to do was

01:02:00.961 --> 01:02:01.943
be like I'm actually kind

01:02:01.963 --> 01:02:02.682
of cool and I'm kind of

01:02:02.702 --> 01:02:03.842
interesting I was doing too

01:02:03.862 --> 01:02:04.983
much man you can ruin it

01:02:05.043 --> 01:02:07.143
too much salt yeah yeah so

01:02:07.184 --> 01:02:08.364
junior and senior year like

01:02:08.543 --> 01:02:09.905
hey tell me about you and

01:02:09.925 --> 01:02:10.864
then you wait and if they

01:02:11.105 --> 01:02:12.284
if they don't ask about you

01:02:12.525 --> 01:02:14.445
don't ask her out again if

01:02:14.485 --> 01:02:15.525
you ask three questions to

01:02:15.565 --> 01:02:16.246
someone and they don't ask

01:02:16.266 --> 01:02:17.606
anything about you move it on

01:02:19.175 --> 01:02:20.235
But if you ask enough,

01:02:20.416 --> 01:02:21.557
most likely people will

01:02:21.597 --> 01:02:22.117
tell me about you.

01:02:22.157 --> 01:02:23.440
And then you're like, oh, you know,

01:02:23.619 --> 01:02:24.280
if you want.

01:02:24.641 --> 01:02:26.262
And that's when they've opened the door.

01:02:26.802 --> 01:02:27.143
Yes.

01:02:27.603 --> 01:02:28.525
When they've asked for it.

01:02:29.065 --> 01:02:30.367
And either they've realized

01:02:30.387 --> 01:02:31.128
that they've talked too

01:02:31.168 --> 01:02:32.789
much or they're truly

01:02:32.829 --> 01:02:34.271
genuinely now interested in

01:02:34.311 --> 01:02:35.293
you because you were

01:02:35.333 --> 01:02:36.554
showing so much interest in them.

01:02:36.994 --> 01:02:37.996
It's amazing how it works.

01:02:38.476 --> 01:02:39.657
The problem with people is

01:02:39.697 --> 01:02:40.896
that it takes too long.

01:02:40.976 --> 01:02:42.777
And I'm like, that's a relationship built.

01:02:43.038 --> 01:02:45.838
There is a word for a quick

01:02:45.898 --> 01:02:48.619
relationship that I am guaranteed to get.

01:02:48.659 --> 01:02:49.721
It's called prostitution.

01:02:49.860 --> 01:02:50.481
I give you money.

01:02:50.501 --> 01:02:51.681
You give me, you give me,

01:02:51.742 --> 01:02:52.942
tell me you like me.

01:02:53.021 --> 01:02:53.302
Right?

01:02:53.362 --> 01:02:55.262
Like there's a reason it's the oldest,

01:02:55.443 --> 01:02:56.943
oldest profession because people want it,

01:02:57.503 --> 01:02:58.445
but something that actually

01:02:58.545 --> 01:02:59.545
lasts forever.

01:02:59.684 --> 01:03:00.125
I'm sorry.

01:03:00.606 --> 01:03:02.027
Fast-tracking relationships

01:03:02.407 --> 01:03:04.547
sometimes happens, sometimes doesn't.

01:03:04.568 --> 01:03:06.048
There is no guarantee on that.

01:03:06.068 --> 01:03:06.710
All right.

01:03:06.750 --> 01:03:10.052
Tony, we'll be back on Thursday probably.

01:03:10.731 --> 01:03:11.733
And Dave and I will continue

01:03:11.753 --> 01:03:12.893
this conversation of if we

01:03:12.914 --> 01:03:13.855
have a thousand bucks to

01:03:13.875 --> 01:03:15.376
spend or two thousand bucks,

01:03:15.775 --> 01:03:17.016
who would we invite?

01:03:17.317 --> 01:03:18.458
Listen, the cooler the idea,

01:03:18.518 --> 01:03:20.079
the more people are willing

01:03:20.099 --> 01:03:20.759
to spend on it.

01:03:20.798 --> 01:03:21.639
If they're like, okay, yeah,

01:03:21.679 --> 01:03:22.360
this is kind of cool.

01:03:22.420 --> 01:03:24.141
So you know it's your city, man.

01:03:24.181 --> 01:03:25.021
I'm just coming to visit.

01:03:25.101 --> 01:03:26.362
But we'll see on Thursday.

01:03:26.382 --> 01:03:27.023
Maybe we'll have a fully

01:03:27.083 --> 01:03:29.405
formed idea on Thursday.

01:03:29.565 --> 01:03:31.849
Let's do it.

01:03:31.869 --> 01:03:33.393
The PT Breakfast Club.

01:03:33.735 --> 01:03:34.135
iMode.

01:03:34.416 --> 01:03:35.818
Where morning coffee meets

01:03:35.898 --> 01:03:36.740
movement science.