Craig Lindell: Building Prehab Guys Without Selling Your Soul

WEBVTT

00:00:00.430 --> 00:00:01.691
You're listening to the P.T.

00:00:01.731 --> 00:00:02.411
Pinecast,

00:00:02.532 --> 00:00:04.495
where smart people in healthcare come to

00:00:04.575 --> 00:00:05.456
make noise.

00:00:05.775 --> 00:00:10.301
Here's your host, Jimmy McKay.

00:00:10.321 --> 00:00:11.262
Thanks, Voice Guy.

00:00:11.564 --> 00:00:13.426
Today's episode is supported by U.S.

00:00:13.465 --> 00:00:14.287
Physical Therapy,

00:00:14.387 --> 00:00:16.670
a national network of clinics focused on

00:00:16.710 --> 00:00:18.573
developing clinicians and not burning them

00:00:18.652 --> 00:00:18.772
out.

00:00:19.385 --> 00:00:20.407
And you're nodding along because you're

00:00:20.426 --> 00:00:21.667
like, yeah, I don't want to do that.

00:00:21.788 --> 00:00:23.248
Leadership tracks, mentorship,

00:00:23.289 --> 00:00:23.928
career growth,

00:00:23.949 --> 00:00:25.510
and the stability to build your future in

00:00:25.570 --> 00:00:26.010
PT.

00:00:26.471 --> 00:00:27.830
If you want a place that supports how

00:00:27.952 --> 00:00:29.152
you want to practice,

00:00:29.632 --> 00:00:33.594
that's US Physical Therapy, usph.com.

00:00:34.115 --> 00:00:36.237
Our guest today, not just a PT,

00:00:36.377 --> 00:00:38.177
a founder, a marketing strategist,

00:00:38.237 --> 00:00:39.759
an endurance sports junkie.

00:00:39.939 --> 00:00:40.500
We like that.

00:00:41.340 --> 00:00:42.761
but also obsessed with helping people do

00:00:42.801 --> 00:00:43.481
epic shit.

00:00:43.801 --> 00:00:45.643
While most clinicians are still debating

00:00:45.682 --> 00:00:46.862
terminology, he's, he's, he's, he's, he's,

00:00:46.883 --> 00:00:47.584
he's, he's, he's, he's, he's, he's, he's,

00:00:47.603 --> 00:00:48.384
he's, he's, he's, he's, he's, he's, he's,

00:00:48.404 --> 00:00:49.804
building a brand that's already shaped how

00:00:49.884 --> 00:00:52.006
thousands of patients and providers think

00:00:52.046 --> 00:00:52.587
about movement.

00:00:52.866 --> 00:00:54.588
And that's just before he left PT school.

00:00:55.348 --> 00:00:58.411
From life cycle marketing to global rehab

00:00:58.470 --> 00:01:02.412
access to maybe at one point a twenty

00:01:02.472 --> 00:01:03.933
thousand kilometer race.

00:01:04.194 --> 00:01:06.415
That sounds spicy and tiring.

00:01:07.075 --> 00:01:08.496
Let's meet the man behind the message, Dr.

00:01:08.557 --> 00:01:09.137
Craig Lindell.

00:01:09.177 --> 00:01:10.438
Craig, welcome back to the show.

00:01:10.930 --> 00:01:12.769
Thanks for having me, man.

00:01:12.790 --> 00:01:14.070
Do you remember the last time... Well,

00:01:14.411 --> 00:01:15.570
I think we had you on the podcast.

00:01:15.650 --> 00:01:16.751
Remember the first time you guys were on

00:01:16.771 --> 00:01:17.171
the podcast?

00:01:17.191 --> 00:01:17.611
We were live.

00:01:17.632 --> 00:01:18.912
We were in person in New Orleans.

00:01:19.471 --> 00:01:20.611
Yeah.

00:01:20.632 --> 00:01:22.632
We were at a charity event for Team

00:01:22.653 --> 00:01:24.492
Gleason, Steve Gleason's organization.

00:01:24.533 --> 00:01:26.774
We were at a bowling alley in New

00:01:26.873 --> 00:01:27.313
Orleans.

00:01:28.353 --> 00:01:28.855
And I think...

00:01:29.034 --> 00:01:30.375
I remember I was trying to find the

00:01:30.394 --> 00:01:31.614
episode, but I have no idea.

00:01:31.635 --> 00:01:32.876
That's four laptops ago.

00:01:33.495 --> 00:01:34.835
It's like close to a decade.

00:01:35.536 --> 00:01:37.037
And I think I was like marveling how

00:01:37.076 --> 00:01:38.197
you guys... I think...

00:01:39.191 --> 00:01:41.013
You had just hit a milestone in terms

00:01:41.052 --> 00:01:41.853
of followers.

00:01:42.153 --> 00:01:43.094
And I don't remember if it was ten

00:01:43.114 --> 00:01:44.036
thousand or a hundred thousand,

00:01:44.256 --> 00:01:45.195
but whatever one it was,

00:01:45.215 --> 00:01:46.557
I remember in the room was like,

00:01:46.576 --> 00:01:47.177
that's insane.

00:01:47.477 --> 00:01:50.379
And now that's not even I mean,

00:01:50.400 --> 00:01:51.281
do you even look anymore?

00:01:53.162 --> 00:01:54.784
I recently got logged out of our

00:01:54.823 --> 00:01:55.444
Instagram,

00:01:55.504 --> 00:01:57.064
so I haven't been looking as much.

00:02:00.013 --> 00:02:02.876
So, so context set for people,

00:02:03.177 --> 00:02:05.078
they might recognize the logo.

00:02:05.118 --> 00:02:08.102
They understand like my cousin sends me

00:02:08.141 --> 00:02:09.903
workouts and videos.

00:02:09.963 --> 00:02:11.284
My cousin's a nurse in Las Vegas,

00:02:11.344 --> 00:02:12.366
nothing to do with rehab, nothing.

00:02:12.627 --> 00:02:13.728
She goes, are these guys legit?

00:02:14.468 --> 00:02:15.590
And I'm like, yes.

00:02:15.729 --> 00:02:16.409
And I know them.

00:02:16.450 --> 00:02:17.290
And she's like, oh, okay.

00:02:17.451 --> 00:02:18.513
And I'm like, no, I actually know them.

00:02:19.348 --> 00:02:22.569
But reset people because I think it's gone

00:02:22.610 --> 00:02:24.750
long enough that like you need to rehash

00:02:24.789 --> 00:02:26.790
the origin story just for a hot second.

00:02:26.811 --> 00:02:27.931
Then we'll get into some deeper stuff.

00:02:27.950 --> 00:02:29.412
So like how do you explain to people

00:02:29.431 --> 00:02:34.453
that this started like serendipitously?

00:02:34.513 --> 00:02:36.114
It's going to be ten years.

00:02:36.294 --> 00:02:37.074
It's wild, bro.

00:02:37.114 --> 00:02:40.314
Less than thirty days since like Rosh and

00:02:40.354 --> 00:02:43.115
I created the Instagram account.

00:02:43.175 --> 00:02:44.216
And then walk us through again.

00:02:44.776 --> 00:02:46.216
Like you're in PT school.

00:02:46.276 --> 00:02:46.997
You guys were at what?

00:02:47.097 --> 00:02:47.317
USC?

00:02:47.356 --> 00:02:48.276
Yeah.

00:02:48.377 --> 00:02:48.576
Yeah.

00:02:48.955 --> 00:02:50.635
And you're like, hey, we should do this.

00:02:50.855 --> 00:02:51.836
And again, ten years ago,

00:02:51.877 --> 00:02:52.717
Instagram was not,

00:02:52.736 --> 00:02:55.076
it's not what it was now.

00:02:55.157 --> 00:02:55.997
It was, I don't know,

00:02:56.076 --> 00:02:58.217
it was dance videos or pretty picture.

00:02:58.237 --> 00:03:00.518
I don't think it was videos as much.

00:03:00.957 --> 00:03:02.538
It was fifteen-second videos.

00:03:02.818 --> 00:03:04.459
That's, like, that's wild.

00:03:04.639 --> 00:03:05.618
Now it's live streaming.

00:03:05.658 --> 00:03:07.000
It's full-on shows now.

00:03:07.319 --> 00:03:10.360
But that just shows you where things go.

00:03:10.580 --> 00:03:11.420
All right, so who, like,

00:03:11.540 --> 00:03:12.600
how'd the idea happen again?

00:03:12.621 --> 00:03:13.341
Like, give them the beats.

00:03:14.985 --> 00:03:20.907
yeah we started pt school uh september of

00:03:24.330 --> 00:03:27.191
and then mike ross and i were classmates

00:03:27.711 --> 00:03:30.171
we got through first year pt school you

00:03:30.192 --> 00:03:32.612
start pt school you're in the echo chamber

00:03:32.932 --> 00:03:34.513
and you're just like dude i'm ready to

00:03:34.532 --> 00:03:38.115
heal the world and i got fortunately we

00:03:38.155 --> 00:03:40.156
had a big class we had like ninety

00:03:40.175 --> 00:03:40.996
plus classmates

00:03:42.096 --> 00:03:43.016
You're all in line.

00:03:43.037 --> 00:03:44.318
You're all ready to heal the world.

00:03:44.358 --> 00:03:46.099
Faculty is telling you and teaching you

00:03:46.139 --> 00:03:47.020
how to heal the world.

00:03:48.081 --> 00:03:49.163
You get through first year.

00:03:49.242 --> 00:03:50.182
We go to second year.

00:03:50.743 --> 00:03:52.406
Start going out on clinicals.

00:03:53.066 --> 00:03:54.927
And then you step into the real world

00:03:54.987 --> 00:03:57.991
and you're like, oh, shit.

00:03:58.050 --> 00:03:58.270
Yeah,

00:03:58.311 --> 00:04:00.453
you get slapped in the face by reality.

00:04:01.413 --> 00:04:02.514
And you're like,

00:04:02.555 --> 00:04:05.157
textbooks didn't describe that this is

00:04:05.217 --> 00:04:06.818
what I would have to deal with.

00:04:06.899 --> 00:04:07.019
Yep.

00:04:07.468 --> 00:04:08.430
You're like, oh,

00:04:08.650 --> 00:04:10.450
I have to work with human beings that

00:04:10.491 --> 00:04:12.592
have real problems and it's really

00:04:12.651 --> 00:04:13.513
complicated.

00:04:14.274 --> 00:04:15.574
What do I do?

00:04:16.634 --> 00:04:20.137
And honestly, at that point in time,

00:04:21.038 --> 00:04:22.838
content on social media,

00:04:23.620 --> 00:04:25.620
there wasn't much around physical therapy.

00:04:26.100 --> 00:04:26.841
If there was,

00:04:26.862 --> 00:04:28.382
there were just a couple people that were

00:04:28.423 --> 00:04:28.983
doing it.

00:04:29.744 --> 00:04:29.963
And

00:04:31.209 --> 00:04:32.990
The perception of physical therapy at that

00:04:33.050 --> 00:04:34.430
time on social media,

00:04:34.550 --> 00:04:36.151
as well as the perception of physical

00:04:36.192 --> 00:04:38.134
therapy outside of the classroom,

00:04:38.514 --> 00:04:40.675
outside of your classmates and faculty,

00:04:41.255 --> 00:04:42.276
was bad.

00:04:42.857 --> 00:04:44.817
It was even worse than it is now.

00:04:44.838 --> 00:04:48.901
And it's getting better, which is good.

00:04:49.261 --> 00:04:50.461
I know that we'll talk about that.

00:04:51.345 --> 00:04:52.485
But at that time,

00:04:52.886 --> 00:04:55.567
I had gone home at least once and

00:04:55.608 --> 00:04:57.069
people were asking me what I was doing

00:04:57.088 --> 00:04:58.250
when I was going to school for.

00:04:58.509 --> 00:04:59.831
And what I thought I was going to

00:04:59.850 --> 00:05:01.291
school for was very different than what

00:05:01.331 --> 00:05:02.093
they thought we were.

00:05:02.112 --> 00:05:04.334
Yeah, it's a disconnection.

00:05:04.353 --> 00:05:05.714
So that's where it really started.

00:05:05.814 --> 00:05:08.377
It was it was a identity problem that

00:05:08.396 --> 00:05:09.737
we're still facing today.

00:05:10.399 --> 00:05:13.461
And it was a value problem.

00:05:14.028 --> 00:05:14.728
perception.

00:05:15.367 --> 00:05:16.228
So we were like, hey,

00:05:16.468 --> 00:05:19.709
we just need to start creating content and

00:05:19.790 --> 00:05:21.949
change the perception.

00:05:23.151 --> 00:05:26.052
We want to create the identity of what

00:05:26.132 --> 00:05:27.632
we plan on doing after school.

00:05:28.531 --> 00:05:30.173
This is the type of professional that we

00:05:30.192 --> 00:05:30.733
want to be.

00:05:30.812 --> 00:05:32.252
This is the value that we can bring

00:05:32.273 --> 00:05:32.754
to people.

00:05:33.413 --> 00:05:35.213
We just need to start getting the word

00:05:35.233 --> 00:05:35.875
out.

00:05:36.055 --> 00:05:37.295
And it was filming

00:05:37.995 --> 00:05:40.858
Fifteen second exercise videos and writing

00:05:40.898 --> 00:05:43.422
a description and posting it every single

00:05:43.461 --> 00:05:43.802
day.

00:05:44.603 --> 00:05:45.444
And that's all it was.

00:05:46.125 --> 00:05:48.648
But I like, and I've said this,

00:05:48.687 --> 00:05:50.509
like whenever someone or one generation

00:05:50.589 --> 00:05:51.891
poo-poos the next thing,

00:05:52.872 --> 00:05:53.593
I look at it and I go...

00:05:54.773 --> 00:05:56.552
Fifteen seconds is a box,

00:05:57.134 --> 00:05:58.694
which means if you want to be different,

00:05:58.713 --> 00:06:00.954
you have to think outside the box like

00:06:01.814 --> 00:06:04.536
creative people actually like the box.

00:06:04.636 --> 00:06:05.375
I'll give an example.

00:06:05.415 --> 00:06:06.915
I did an internship for Howard Stern when

00:06:06.956 --> 00:06:09.057
he was on FM radio.

00:06:09.096 --> 00:06:11.877
So he couldn't say certain words or do

00:06:11.918 --> 00:06:12.137
certain.

00:06:12.338 --> 00:06:13.978
He would go right to the edge and

00:06:13.997 --> 00:06:15.098
he was edgy.

00:06:15.139 --> 00:06:16.139
Guys, that's why we call it edgy.

00:06:17.314 --> 00:06:17.774
The summer,

00:06:18.435 --> 00:06:19.896
my summer was his last summer on

00:06:19.956 --> 00:06:20.817
terrestrial radio.

00:06:20.838 --> 00:06:21.759
Then he went to XM.

00:06:22.499 --> 00:06:24.160
And when you listen to his first year

00:06:24.199 --> 00:06:26.682
of that, he could say anything he wanted.

00:06:26.802 --> 00:06:27.983
It lost an edge.

00:06:28.244 --> 00:06:29.223
There was no edge.

00:06:30.064 --> 00:06:31.925
He could say anything and it wasn't funny.

00:06:31.966 --> 00:06:33.648
And when, so then he had to like,

00:06:33.668 --> 00:06:34.908
he sort of like looked and reinvented.

00:06:34.928 --> 00:06:35.749
It was like, oh,

00:06:36.069 --> 00:06:37.690
my skill now is not like,

00:06:38.130 --> 00:06:39.552
I'm almost going to say the F bomb,

00:06:39.572 --> 00:06:40.132
but not.

00:06:40.663 --> 00:06:42.223
or I'm going to get fined or not.

00:06:42.603 --> 00:06:42.923
It was,

00:06:43.004 --> 00:06:43.903
I need to be a better interviewer.

00:06:44.184 --> 00:06:45.305
And then he's just honed his craft.

00:06:45.785 --> 00:06:46.125
I see.

00:06:46.264 --> 00:06:46.564
I see.

00:06:46.584 --> 00:06:46.865
I see.

00:06:46.884 --> 00:06:47.185
I see.

00:06:47.225 --> 00:06:47.425
I see.

00:06:47.444 --> 00:06:47.644
I see.

00:06:47.745 --> 00:06:47.846
I see.

00:06:49.305 --> 00:06:49.425
I see.

00:06:49.505 --> 00:06:49.665
I see.

00:07:06.934 --> 00:07:07.855
And here we are again.

00:07:08.134 --> 00:07:09.536
We're back in short form.

00:07:09.857 --> 00:07:11.038
Yes, it's wild.

00:07:12.079 --> 00:07:13.721
It's a matter of what gets jammed in

00:07:13.740 --> 00:07:16.663
the fifteen seconds is insane compared to

00:07:16.684 --> 00:07:17.343
ten years ago.

00:07:17.805 --> 00:07:18.245
Yeah.

00:07:18.766 --> 00:07:19.567
Has it been fun?

00:07:21.387 --> 00:07:22.269
Oh, of course.

00:07:25.653 --> 00:07:26.793
That was the layup question.

00:07:26.814 --> 00:07:28.696
The second one is what I want people

00:07:28.716 --> 00:07:29.276
to see is

00:07:30.187 --> 00:07:32.728
What you see on Instagram is the highlight

00:07:32.749 --> 00:07:33.230
reel, right?

00:07:33.829 --> 00:07:34.910
But what you are building,

00:07:34.930 --> 00:07:36.071
and we'll get to that because we can't

00:07:36.091 --> 00:07:37.411
talk about an Instagram channel anymore.

00:07:37.432 --> 00:07:38.572
We have to talk about a brick and

00:07:38.612 --> 00:07:40.192
mortar and we have to talk about a

00:07:40.273 --> 00:07:41.132
library, right?

00:07:42.374 --> 00:07:43.434
This is still work.

00:07:43.654 --> 00:07:45.415
I worked at a radio station.

00:07:45.435 --> 00:07:46.115
It was awesome.

00:07:46.596 --> 00:07:47.857
It's still a job.

00:07:48.237 --> 00:07:49.637
You built a brand on Instagram and now

00:07:49.656 --> 00:07:50.918
you have to explode it.

00:07:50.937 --> 00:07:51.819
It's still work.

00:07:52.259 --> 00:07:54.579
What I want to show people is no

00:07:54.620 --> 00:07:55.819
matter what your practice is or your

00:07:55.860 --> 00:07:57.841
business, dude, there's shitty days,

00:07:57.901 --> 00:07:58.122
right?

00:07:58.141 --> 00:07:58.862
I mean, I'm imagining.

00:08:00.920 --> 00:08:01.360
Oh, yeah.

00:08:01.420 --> 00:08:04.403
He's like trying not to like, oh, yeah.

00:08:05.024 --> 00:08:05.504
But there are.

00:08:05.524 --> 00:08:06.345
You just choose your heart.

00:08:06.365 --> 00:08:09.326
We've been doing it for ten years,

00:08:09.726 --> 00:08:10.127
you know,

00:08:10.466 --> 00:08:12.988
and how do you do it for another

00:08:13.069 --> 00:08:13.569
ten years?

00:08:13.870 --> 00:08:14.990
Yeah, how do you reinvent?

00:08:15.011 --> 00:08:18.473
Yeah, how do you personally reinvent?

00:08:18.492 --> 00:08:19.473
So what do you guys do to do

00:08:19.514 --> 00:08:19.694
that?

00:08:19.713 --> 00:08:21.014
Like, are there any tricks?

00:08:21.074 --> 00:08:22.456
Not that I want to trick, but like,

00:08:22.696 --> 00:08:24.637
what are the good basic practices to keep

00:08:24.658 --> 00:08:25.237
things fresh?

00:08:25.278 --> 00:08:26.598
Like, how do you bring new people in?

00:08:26.619 --> 00:08:27.300
Do you try new things?

00:08:27.319 --> 00:08:28.180
Do you go places?

00:08:28.420 --> 00:08:29.040
What do you guys do?

00:08:33.932 --> 00:08:35.633
there's an evolution every single year.

00:08:36.754 --> 00:08:38.774
Like at this time of year,

00:08:38.933 --> 00:08:39.994
it's the end of the year.

00:08:42.254 --> 00:08:43.975
It's reflecting on the current year.

00:08:44.495 --> 00:08:46.154
It's preparing for the next year.

00:08:46.655 --> 00:08:48.816
And every year we meet is like,

00:08:48.995 --> 00:08:50.515
how are we going to evolve?

00:08:50.635 --> 00:08:52.496
What, what is next?

00:08:53.116 --> 00:08:55.096
I heard a great quote the other day.

00:08:55.736 --> 00:08:57.238
And for anyone that plays sports can

00:08:57.298 --> 00:08:58.418
really appreciate it.

00:09:00.057 --> 00:09:02.259
Chasing the ball, chasing the puck,

00:09:02.499 --> 00:09:03.578
whatever it may be.

00:09:05.051 --> 00:09:08.091
Just know that the ball is always moving,

00:09:08.572 --> 00:09:11.153
whether in a sport, whether in business,

00:09:11.374 --> 00:09:12.313
the economy.

00:09:13.274 --> 00:09:15.015
And for ten years now,

00:09:16.535 --> 00:09:18.817
we've been chasing after the ball or we've

00:09:18.836 --> 00:09:21.938
been positioning ourselves relative to the

00:09:21.958 --> 00:09:22.178
ball.

00:09:22.359 --> 00:09:24.000
The ball is always moving.

00:09:24.220 --> 00:09:24.860
What's the year?

00:09:24.919 --> 00:09:25.980
Twenty twenty five.

00:09:26.600 --> 00:09:28.302
The ball has a big fat A.I.

00:09:28.341 --> 00:09:28.802
label on.

00:09:29.548 --> 00:09:31.750
And the ball is pinging off the walls,

00:09:31.830 --> 00:09:32.830
nonstop.

00:09:32.950 --> 00:09:33.811
Right now it is.

00:09:34.350 --> 00:09:35.272
And it's just, okay,

00:09:35.312 --> 00:09:37.352
how do you position yourself relative to

00:09:37.393 --> 00:09:37.633
that?

00:09:37.732 --> 00:09:39.654
Because if you chase after the ball,

00:09:39.975 --> 00:09:40.995
by the time you get there,

00:09:41.456 --> 00:09:43.537
the ball is in a different spot.

00:09:43.657 --> 00:09:44.957
And that's all it is,

00:09:44.998 --> 00:09:47.159
is every single year, you know,

00:09:47.639 --> 00:09:48.860
just you're playing the game.

00:09:48.941 --> 00:09:50.381
You're playing the game of business.

00:09:50.621 --> 00:09:52.423
And how do you want to position yourself?

00:09:52.462 --> 00:09:53.484
What is your prediction?

00:09:54.344 --> 00:09:54.565
And...

00:09:55.777 --> 00:09:58.258
okay what's the reality and how do you

00:09:58.278 --> 00:10:01.498
just adjust accordingly yep i would say as

00:10:01.577 --> 00:10:06.038
time continues to go on what really

00:10:06.078 --> 00:10:10.960
matters is making sure that your purpose

00:10:11.000 --> 00:10:13.801
is anchored you're constantly revisiting

00:10:13.821 --> 00:10:17.120
your purpose for yourself and as a company

00:10:17.181 --> 00:10:19.701
what are your values checking in on those

00:10:20.971 --> 00:10:24.212
and continuing to play the game by the

00:10:24.273 --> 00:10:25.893
rules that you set as well as what

00:10:25.932 --> 00:10:27.313
are the rules out there that are being

00:10:27.374 --> 00:10:28.335
set for you.

00:10:28.475 --> 00:10:28.715
Yeah.

00:10:29.955 --> 00:10:32.677
And understanding what business you're in,

00:10:33.216 --> 00:10:33.417
right?

00:10:33.437 --> 00:10:35.457
Because you could apply the ball analogy

00:10:35.498 --> 00:10:37.318
to if PTs think that they're in the

00:10:37.359 --> 00:10:39.240
standstill and patients show up in front

00:10:39.279 --> 00:10:39.519
of them,

00:10:39.779 --> 00:10:41.400
they treat them and they move on business,

00:10:41.900 --> 00:10:43.182
you will remain in that business.

00:10:43.302 --> 00:10:44.961
We talk about this twice a week on

00:10:44.981 --> 00:10:45.562
our live stream,

00:10:45.582 --> 00:10:45.883
which is

00:10:46.894 --> 00:10:47.793
What business are you in?

00:10:47.913 --> 00:10:49.534
One of my co-hosts is in Cash Pay

00:10:49.575 --> 00:10:50.875
Concierge, New York City.

00:10:51.316 --> 00:10:52.855
He knows what business he's in.

00:10:52.895 --> 00:10:54.557
The other host is Brick and Mortar Rural

00:10:54.596 --> 00:10:54.996
Ohio.

00:10:55.778 --> 00:10:56.758
They're both in PT,

00:10:56.837 --> 00:10:58.318
two different businesses.

00:10:58.918 --> 00:10:59.979
And this is where we have to say

00:11:00.019 --> 00:11:02.679
like, guys, listen, this is a business.

00:11:02.700 --> 00:11:04.081
And if you don't understand the physics,

00:11:04.140 --> 00:11:05.400
the gravity, the wind,

00:11:05.461 --> 00:11:06.961
the sun of your business,

00:11:08.442 --> 00:11:09.923
it's going to burn you out fast.

00:11:10.243 --> 00:11:11.183
And even if you do,

00:11:11.644 --> 00:11:13.784
it's still not all sunshine and rainbows.

00:11:13.804 --> 00:11:16.466
Nothing golden can stay.

00:11:17.736 --> 00:11:21.018
everything is constantly changing so i

00:11:21.118 --> 00:11:23.097
think how do you keep doing it how

00:11:23.118 --> 00:11:27.078
do you keep reinventing yourself there's a

00:11:27.918 --> 00:11:30.558
aspect of it that's proactive but there's

00:11:30.578 --> 00:11:32.740
a lot that's reactive and it's a matter

00:11:32.779 --> 00:11:34.080
of do you want to keep playing that

00:11:34.159 --> 00:11:37.400
reactive game do you want to keep being

00:11:37.500 --> 00:11:40.480
signed up subscribed to it or not um

00:11:40.561 --> 00:11:41.942
or do you just want to be to

00:11:42.201 --> 00:11:43.361
your own drum and

00:11:44.496 --> 00:11:45.638
I think that all just kind of comes

00:11:45.658 --> 00:11:47.139
down to what is it that you value

00:11:47.219 --> 00:11:49.520
and what are your expectations on

00:11:49.600 --> 00:11:50.360
outcomes?

00:11:50.400 --> 00:11:51.662
Expectations is everything.

00:11:52.001 --> 00:11:52.121
Yep.

00:11:52.442 --> 00:11:52.682
All right.

00:11:52.702 --> 00:11:54.264
So let's go back to that perception thing.

00:11:54.323 --> 00:11:55.524
You said back in PT school,

00:11:55.544 --> 00:11:56.485
you guys were like, man,

00:11:56.586 --> 00:11:57.485
we thought we were going to go out.

00:11:57.505 --> 00:11:59.827
We ran into the world, that world slapped.

00:12:00.508 --> 00:12:01.948
Why do you think the public perception of

00:12:01.989 --> 00:12:03.571
physical therapy has remained?

00:12:03.990 --> 00:12:04.071
Well,

00:12:04.091 --> 00:12:05.152
I guess it's gotten a little bit better.

00:12:05.172 --> 00:12:06.152
Maybe you sort of alluded,

00:12:06.172 --> 00:12:06.993
that's your view, but why,

00:12:07.457 --> 00:12:09.219
We always want it to go bigger, better,

00:12:09.239 --> 00:12:11.020
faster, right?

00:12:11.221 --> 00:12:12.822
Why haven't we gone bigger, better,

00:12:12.841 --> 00:12:13.263
faster?

00:12:13.322 --> 00:12:14.123
Or how can we?

00:12:14.143 --> 00:12:15.423
Or what do people need to hear to

00:12:15.484 --> 00:12:16.345
understand how they can?

00:12:16.585 --> 00:12:17.725
You guys can only do so much with

00:12:17.826 --> 00:12:18.466
one channel.

00:12:18.626 --> 00:12:20.727
I mean, it's only so much.

00:12:21.369 --> 00:12:22.809
What do people need to hear to make

00:12:22.830 --> 00:12:24.451
sure they understand that they can and

00:12:24.510 --> 00:12:26.052
need to change the world in order for

00:12:26.072 --> 00:12:26.533
it to change?

00:12:29.376 --> 00:12:31.898
I think there's just this dogma around

00:12:31.937 --> 00:12:34.139
what the title physical therapist means

00:12:34.538 --> 00:12:37.201
and we can't really move past it.

00:12:37.821 --> 00:12:40.221
And I was having a conversation with a

00:12:40.261 --> 00:12:41.163
buddy the other day

00:12:42.315 --> 00:12:44.755
It's not about how you label something.

00:12:44.936 --> 00:12:47.797
It's about how does someone understand it?

00:12:47.996 --> 00:12:50.038
And speaking to physical therapists,

00:12:50.258 --> 00:12:51.697
you can tell someone you're a physical

00:12:51.738 --> 00:12:53.399
therapist and they understand what it is

00:12:53.418 --> 00:12:53.938
that you do.

00:12:54.538 --> 00:12:56.399
They may ask a follow-up question like,

00:12:56.500 --> 00:12:57.580
what setting do you work in?

00:12:57.600 --> 00:12:58.640
Do you work an outpatient?

00:12:58.660 --> 00:12:59.760
Do you work an inpatient?

00:13:00.620 --> 00:13:02.381
But then if I'm speaking to someone in

00:13:02.402 --> 00:13:04.302
the tech world, it's,

00:13:04.842 --> 00:13:06.462
I could get creative and I could call

00:13:06.543 --> 00:13:10.004
myself, I'm a human resilience designer.

00:13:10.764 --> 00:13:11.804
And they're like, huh.

00:13:12.466 --> 00:13:14.206
does that mean and now you're kind of

00:13:14.287 --> 00:13:16.649
speaking their language or if you're

00:13:16.688 --> 00:13:19.551
talking to someone who is younger and they

00:13:19.591 --> 00:13:21.072
broke their wrist because they fell

00:13:21.131 --> 00:13:22.793
playing soccer and they're like hey what

00:13:22.833 --> 00:13:24.495
is it that you do like are you

00:13:24.534 --> 00:13:26.475
a doctor and it's like you know i

00:13:26.515 --> 00:13:28.136
help people get out of pain and prevent

00:13:28.197 --> 00:13:31.000
injuries it's just knowing your audience

00:13:32.000 --> 00:13:32.220
and

00:13:33.642 --> 00:13:37.765
I think the title physical therapist is

00:13:37.806 --> 00:13:40.607
still kind of stuck in the boomer era

00:13:41.408 --> 00:13:43.950
and what the physical therapist did,

00:13:44.030 --> 00:13:45.572
who the physical therapist was,

00:13:45.631 --> 00:13:48.413
is still anchored to that identity.

00:13:49.375 --> 00:13:51.316
And now moving into this new era,

00:13:51.336 --> 00:13:52.336
this new decade,

00:13:52.376 --> 00:13:54.599
there's so much investment.

00:13:54.619 --> 00:13:57.061
There's so much interest in this longevity

00:13:57.160 --> 00:13:57.761
movement.

00:13:58.461 --> 00:14:01.144
Do we still call ourselves doctors of

00:14:01.163 --> 00:14:02.905
physical therapy or

00:14:04.024 --> 00:14:04.345
You know,

00:14:04.465 --> 00:14:07.668
do we just kind of grab a whiteboard

00:14:07.707 --> 00:14:09.690
and start throwing some names out there

00:14:09.750 --> 00:14:12.672
and being okay with... Change.

00:14:13.692 --> 00:14:14.813
Change in identity.

00:14:15.413 --> 00:14:17.096
So have you guys played around with...

00:14:17.115 --> 00:14:18.456
I mean, we've heard this before.

00:14:18.537 --> 00:14:20.138
People have done, you know...

00:14:20.177 --> 00:14:21.960
But to change an entire profession would

00:14:22.000 --> 00:14:22.259
take...

00:14:23.543 --> 00:14:24.083
Well, a lot.

00:14:24.803 --> 00:14:28.005
Have you used other words or terms?

00:14:28.806 --> 00:14:30.326
I mean, people have jokingly said,

00:14:30.346 --> 00:14:31.187
I'm a pain Jedi.

00:14:31.206 --> 00:14:31.866
That's cool.

00:14:31.886 --> 00:14:33.648
I'm a this and that.

00:14:34.128 --> 00:14:34.927
But in the end, it's like,

00:14:35.028 --> 00:14:36.869
I want to see what's the future possible.

00:14:36.908 --> 00:14:37.408
I want to see,

00:14:38.068 --> 00:14:38.990
can you help me get to the place

00:14:39.070 --> 00:14:39.649
I want to go?

00:14:40.090 --> 00:14:42.230
Coach is a word,

00:14:42.270 --> 00:14:43.750
but that's typically tied to sports,

00:14:44.211 --> 00:14:44.491
right?

00:14:44.812 --> 00:14:47.133
Mentor can be tied to education or

00:14:47.192 --> 00:14:47.692
business.

00:14:48.692 --> 00:14:49.913
Physical therapist doesn't feel like it

00:14:49.933 --> 00:14:50.634
fits either of those.

00:14:51.812 --> 00:14:53.813
think it's just totally relative who is it

00:14:53.833 --> 00:14:55.274
that you're speaking i think i think

00:14:55.294 --> 00:14:57.216
you're right and that's a strength and

00:14:57.297 --> 00:15:01.020
weakness yeah i'm very big on what is

00:15:01.041 --> 00:15:03.903
your elevator pitch to anyone that i'm

00:15:03.942 --> 00:15:05.684
speaking to if i want to know what

00:15:05.745 --> 00:15:07.147
it is that they're doing if they ask

00:15:07.167 --> 00:15:10.288
what is it that i do and more

00:15:10.350 --> 00:15:13.052
often than not i fall back on i

00:15:13.072 --> 00:15:14.493
help people get out of pain and prevent

00:15:14.513 --> 00:15:14.854
injuries

00:15:16.402 --> 00:15:18.104
And it's just like, oh, well,

00:15:18.344 --> 00:15:19.245
what is it that you're doing?

00:15:19.264 --> 00:15:21.268
It's like, oh, I'm a physical therapist,

00:15:21.368 --> 00:15:22.870
but I own my own company.

00:15:23.390 --> 00:15:24.192
And here's what we do.

00:15:24.272 --> 00:15:25.352
Here's what we focus on.

00:15:25.994 --> 00:15:27.796
Because physical therapist is kind of

00:15:27.836 --> 00:15:29.118
sticking yourself in that box.

00:15:29.379 --> 00:15:30.259
It has boundaries.

00:15:30.340 --> 00:15:31.480
It has limitations.

00:15:31.520 --> 00:15:31.721
Yep.

00:15:32.839 --> 00:15:36.480
you are limiting yourself to what is the

00:15:36.500 --> 00:15:38.142
person's perception of a physical

00:15:38.182 --> 00:15:38.662
therapist.

00:15:38.841 --> 00:15:39.261
Yep.

00:15:39.361 --> 00:15:39.562
Yeah.

00:15:39.942 --> 00:15:40.123
All right.

00:15:40.163 --> 00:15:42.943
So you guys are still on Instagram,

00:15:43.063 --> 00:15:44.725
but you guys left Instagram or I should

00:15:44.745 --> 00:15:45.445
say you're on Instagram,

00:15:45.465 --> 00:15:46.405
but every once in a while you,

00:15:46.586 --> 00:15:48.647
you log off and now there's a building

00:15:48.687 --> 00:15:50.988
like give people like what happened next?

00:15:51.048 --> 00:15:52.509
Like what happened next and what happened

00:15:52.548 --> 00:15:52.849
next?

00:15:55.472 --> 00:15:56.773
Yeah, January,

00:15:56.813 --> 00:15:59.315
twenty sixteen created the Instagram

00:15:59.335 --> 00:16:02.936
accounts and we were dripping content on

00:16:03.017 --> 00:16:04.917
other platforms throughout twenty sixteen.

00:16:04.956 --> 00:16:05.498
YouTube,

00:16:06.177 --> 00:16:09.559
Twitter even dabbled a little bit with

00:16:09.600 --> 00:16:10.200
LinkedIn,

00:16:10.480 --> 00:16:12.421
posted a lot on Facebook and it was

00:16:12.461 --> 00:16:13.861
just repurposing content.

00:16:13.881 --> 00:16:15.062
It was so easy back then.

00:16:15.121 --> 00:16:17.364
Just republish to this platform,

00:16:17.423 --> 00:16:18.783
republish to this platform.

00:16:19.644 --> 00:16:22.206
And then twenty seventeen we graduated.

00:16:23.068 --> 00:16:26.471
We each of us worked full time for

00:16:26.551 --> 00:16:28.532
different companies practicing physical

00:16:28.572 --> 00:16:29.091
therapists.

00:16:29.631 --> 00:16:29.932
You know,

00:16:29.951 --> 00:16:32.754
we were working thirty two plus hours of

00:16:32.793 --> 00:16:36.135
patient care while still working on

00:16:36.456 --> 00:16:38.236
prehab, very focused on content.

00:16:38.297 --> 00:16:38.736
At that time,

00:16:38.777 --> 00:16:39.996
we started as a content company.

00:16:40.018 --> 00:16:40.937
Right.

00:16:41.018 --> 00:16:43.198
And then from twenty seventeen through

00:16:43.219 --> 00:16:45.759
twenty twenty was just how do we keep

00:16:45.879 --> 00:16:48.501
focusing more time and energy on prehab?

00:16:49.453 --> 00:16:52.755
while also becoming a practiced physical

00:16:52.775 --> 00:16:53.297
therapist,

00:16:53.336 --> 00:16:54.977
get reps with what we went to school

00:16:54.998 --> 00:16:55.317
for.

00:16:55.938 --> 00:16:57.639
We were very fortunate to get the

00:16:57.700 --> 00:17:00.461
opportunity to teach Con Ed courses

00:17:00.761 --> 00:17:02.102
starting in late, early,

00:17:02.123 --> 00:17:02.503
which was

00:17:05.365 --> 00:17:07.807
It's like a year and a half,

00:17:07.846 --> 00:17:08.867
two years out of school.

00:17:08.907 --> 00:17:10.410
People have been practicing for like

00:17:10.430 --> 00:17:11.210
thirty plus years.

00:17:11.711 --> 00:17:13.571
But at least it was with something that

00:17:13.592 --> 00:17:15.413
was new, blood flow restriction training.

00:17:15.574 --> 00:17:17.576
So kind of it was an even playing

00:17:17.615 --> 00:17:18.876
field at that point.

00:17:19.057 --> 00:17:19.958
You feel good with it.

00:17:20.699 --> 00:17:21.819
Twenty twenty COVID hit.

00:17:22.299 --> 00:17:23.881
We went full time with the business at

00:17:23.922 --> 00:17:24.362
that point.

00:17:24.461 --> 00:17:25.542
Stopped working for other people.

00:17:30.213 --> 00:17:32.035
So we were pretty fortunate there and that

00:17:32.075 --> 00:17:33.576
kind of definitely helped us grow,

00:17:33.957 --> 00:17:35.097
spiked our growth rates.

00:17:36.339 --> 00:17:38.862
And then late, it was like, Hey,

00:17:38.981 --> 00:17:41.144
real estate in Los Angeles is great for

00:17:41.184 --> 00:17:41.704
renting.

00:17:42.205 --> 00:17:43.386
Uh, so we got a great deal.

00:17:43.666 --> 00:17:45.608
We got a brick and mortar late in

00:17:45.648 --> 00:17:46.269
Culver city.

00:17:47.372 --> 00:17:50.653
And then, late in the year was like,

00:17:50.693 --> 00:17:50.874
all right,

00:17:50.894 --> 00:17:52.115
we really need to start growing the

00:17:52.154 --> 00:17:53.175
company and hiring.

00:17:53.675 --> 00:17:56.277
And then that's when things got

00:17:56.518 --> 00:17:57.117
interesting.

00:17:58.199 --> 00:18:03.122
Because hiring people and trying to grow a

00:18:03.162 --> 00:18:05.863
company, I don't have kids.

00:18:07.644 --> 00:18:10.105
But I would imagine hiring and growing a

00:18:10.165 --> 00:18:13.048
company is probably very similar to trying

00:18:13.087 --> 00:18:14.387
to grow a family.

00:18:15.269 --> 00:18:17.009
The family you're working with

00:18:17.458 --> 00:18:20.361
dynamics that you can control to an extent

00:18:20.461 --> 00:18:21.823
how how many kids do we want to

00:18:21.863 --> 00:18:24.125
have how old are they going to be

00:18:24.865 --> 00:18:26.347
okay there's going to be different phases

00:18:26.387 --> 00:18:28.470
of life that we work through when you

00:18:28.529 --> 00:18:31.713
hire for a company you have a purpose

00:18:32.335 --> 00:18:35.117
what does the company exist for uh

00:18:36.041 --> 00:18:38.825
is the vision for the company um what

00:18:38.984 --> 00:18:40.906
are the values of the company and you're

00:18:40.926 --> 00:18:43.568
trying to hire based off of that people

00:18:43.588 --> 00:18:44.710
that you're hiring you're going to spend

00:18:44.730 --> 00:18:46.751
more than thirty percent of the time in

00:18:46.771 --> 00:18:49.835
there with you yeah problem is you're

00:18:49.855 --> 00:18:52.096
trying to hire and have people that buy

00:18:52.116 --> 00:18:54.058
into your vision and then it's just a

00:18:54.098 --> 00:18:55.720
matter of well what is the timing

00:18:55.779 --> 00:18:57.281
happening in their life what are their

00:18:57.321 --> 00:18:59.564
values outside of work and what are their

00:18:59.624 --> 00:19:00.464
personal visions

00:19:01.108 --> 00:19:02.349
then you're trying to bring all these

00:19:02.369 --> 00:19:05.652
people together and kind of coexist and

00:19:05.771 --> 00:19:08.452
work in parallels as much as possible

00:19:08.492 --> 00:19:10.933
versus like perpendiculars moving in

00:19:10.973 --> 00:19:12.255
different directions and that's

00:19:12.275 --> 00:19:15.876
challenging like people are definitely the

00:19:16.037 --> 00:19:18.298
hardest part of growing a company but they

00:19:18.317 --> 00:19:20.700
are the most important part of a company

00:19:21.119 --> 00:19:22.361
it's like it's all about the people

00:19:23.201 --> 00:19:25.161
and there's only one way to learn what

00:19:25.201 --> 00:19:28.442
is right in my opinion and uh you're

00:19:28.461 --> 00:19:30.583
just gonna make mistakes and you have to

00:19:30.903 --> 00:19:32.063
you have to do things that are wrong

00:19:32.303 --> 00:19:34.823
and you gotta be okay with it um

00:19:35.644 --> 00:19:37.743
which we can talk into more but the

00:19:37.784 --> 00:19:39.044
year of twenty twenty was definitely

00:19:39.084 --> 00:19:42.184
hiring started with remotes and then

00:19:42.305 --> 00:19:46.465
twenty twenty one we opened the clinic uh

00:19:46.586 --> 00:19:48.586
prehab physical therapy started growing

00:19:48.645 --> 00:19:50.346
that side of the company and then it

00:19:50.366 --> 00:19:52.527
was like hey now we're really

00:19:53.310 --> 00:19:56.531
We have a model that truly replicates how

00:19:56.672 --> 00:19:58.751
we believe physical therapy should be.

00:19:58.912 --> 00:20:02.712
So it's a truly cash-based clinic and that

00:20:02.752 --> 00:20:04.634
company totally exists for the

00:20:04.673 --> 00:20:05.253
professional,

00:20:05.653 --> 00:20:07.973
which still the professional exists for

00:20:08.194 --> 00:20:09.654
the patient, a client,

00:20:09.815 --> 00:20:12.955
but it's all about how can we set

00:20:12.996 --> 00:20:14.756
up this environment to deliver the best

00:20:14.796 --> 00:20:16.936
care and the best experience for not just

00:20:16.957 --> 00:20:18.156
the patient, but the professional.

00:20:19.537 --> 00:20:22.678
And then, you know, twenty eighteen.

00:20:23.273 --> 00:20:26.595
We were building programs on a white label

00:20:26.654 --> 00:20:29.155
mobile app and we were selling programs.

00:20:29.375 --> 00:20:31.355
That's really how we started to monetize.

00:20:31.375 --> 00:20:32.817
Like rehab programs?

00:20:34.037 --> 00:20:34.317
You know,

00:20:34.537 --> 00:20:37.317
we would call them prehab programs at that

00:20:37.357 --> 00:20:37.698
time.

00:20:38.057 --> 00:20:40.219
So we were selling one-off programs

00:20:40.259 --> 00:20:41.439
started in twenty eighteen.

00:20:41.979 --> 00:20:43.499
Even before that, twenty seventeen.

00:20:43.700 --> 00:20:44.519
I'll take a step back.

00:20:45.180 --> 00:20:46.900
We organize all of our videos from

00:20:46.960 --> 00:20:49.340
Instagram and we created a home exercise

00:20:49.381 --> 00:20:50.580
program builder software,

00:20:50.840 --> 00:20:52.261
the Prehab Exercise Library.

00:20:52.902 --> 00:20:55.284
So that's our oldest product.

00:20:55.304 --> 00:20:56.345
That's our first product.

00:20:57.006 --> 00:20:58.227
And that started in twenty seventeen.

00:20:58.267 --> 00:20:59.367
And that's been through a lot of

00:20:59.528 --> 00:21:00.209
renditions.

00:21:00.489 --> 00:21:00.809
Yeah.

00:21:00.869 --> 00:21:02.290
In twenty eighteen was when we started

00:21:02.310 --> 00:21:05.034
building products for the consumer.

00:21:05.974 --> 00:21:07.256
So we did it opposite.

00:21:07.276 --> 00:21:08.817
We built an audience first and then we

00:21:08.836 --> 00:21:10.558
built products for that audience.

00:21:10.858 --> 00:21:12.240
Which is which is a great way to

00:21:12.279 --> 00:21:12.601
do it.

00:21:13.028 --> 00:21:14.269
That's yeah.

00:21:14.549 --> 00:21:14.890
I mean,

00:21:15.029 --> 00:21:16.970
what's interesting is like kind of now

00:21:17.411 --> 00:21:19.431
that was so hard to do when we

00:21:19.490 --> 00:21:20.692
started on social media.

00:21:21.271 --> 00:21:23.472
And it was like so backwards compared to

00:21:23.772 --> 00:21:26.054
how like practical businesses operate.

00:21:26.594 --> 00:21:27.693
But now in this day and age,

00:21:27.773 --> 00:21:30.474
I think like that's totally it's a creator

00:21:30.535 --> 00:21:30.934
world.

00:21:32.415 --> 00:21:34.997
Social media has totally democratized

00:21:35.237 --> 00:21:35.717
leverage,

00:21:36.336 --> 00:21:38.018
which is attention and curiosity.

00:21:38.837 --> 00:21:40.459
And they've made it really easy for

00:21:40.659 --> 00:21:41.038
anyone.

00:21:41.598 --> 00:21:43.519
to do it which is great uh but

00:21:43.900 --> 00:21:46.621
yeah that's changed the landscape and then

00:21:47.300 --> 00:21:49.682
built a ton of one-off programs and then

00:21:49.701 --> 00:21:51.323
in twenty twenty one it was like okay

00:21:51.663 --> 00:21:53.663
we need to pivot we need to change

00:21:53.723 --> 00:21:56.204
our business model if we want to keep

00:21:56.224 --> 00:21:58.025
growing if we want to accomplish what we

00:21:58.045 --> 00:21:58.925
want to accomplish

00:21:59.788 --> 00:22:02.531
Then that is when we went down the

00:22:02.571 --> 00:22:06.195
tech rabbit hole and we want the custom

00:22:06.236 --> 00:22:06.916
design,

00:22:06.997 --> 00:22:08.940
custom development solution of a mobile

00:22:09.000 --> 00:22:09.200
app.

00:22:09.721 --> 00:22:11.061
We launched that.

00:22:11.782 --> 00:22:12.884
Oh boy, I'm blanking.

00:22:13.085 --> 00:22:15.307
It was either in twenty twenty one,

00:22:15.528 --> 00:22:17.450
I think, or maybe twenty twenty two.

00:22:18.721 --> 00:22:21.201
And that's when we went subscription based

00:22:22.122 --> 00:22:24.342
and yeah, we've been,

00:22:24.981 --> 00:22:27.061
we've been on that roller coaster since

00:22:27.241 --> 00:22:29.242
just primarily focused on both of those

00:22:29.282 --> 00:22:29.643
products,

00:22:29.682 --> 00:22:31.442
the exercise library that exists for the

00:22:31.462 --> 00:22:32.022
professional,

00:22:32.722 --> 00:22:34.223
the prehab app that exists for the

00:22:34.263 --> 00:22:34.804
consumer.

00:22:35.364 --> 00:22:36.804
And then we have the clinic in person.

00:22:37.423 --> 00:22:40.025
This past year was definitely a big growth

00:22:40.065 --> 00:22:40.325
year,

00:22:40.644 --> 00:22:42.565
big reinvestment back into the business.

00:22:43.244 --> 00:22:44.484
We expanded our office.

00:22:45.266 --> 00:22:46.806
We moved into a place like three times

00:22:46.826 --> 00:22:47.385
the size and,

00:22:48.248 --> 00:22:50.388
in los angeles uh similar neighborhood

00:22:50.409 --> 00:22:53.369
culver city try growing the team a lot

00:22:53.910 --> 00:22:56.911
uh learned a lot this past year and

00:22:56.990 --> 00:22:58.530
now it's just okay we just kind of

00:22:58.570 --> 00:23:03.972
like adjust accordingly and going into it

00:23:04.413 --> 00:23:07.413
is a very exciting time for us uh

00:23:07.433 --> 00:23:09.355
there's a lot happening in background tech

00:23:09.375 --> 00:23:10.375
and product wise

00:23:11.731 --> 00:23:12.051
But yeah,

00:23:12.172 --> 00:23:13.673
you're looking at three physical

00:23:13.732 --> 00:23:15.634
therapists at the end of the day, right?

00:23:16.054 --> 00:23:17.693
You're doing this for ten years.

00:23:17.713 --> 00:23:18.835
You're trying to figure it out every

00:23:18.875 --> 00:23:19.474
single day.

00:23:20.095 --> 00:23:23.037
Our biggest problems are our most complex

00:23:23.096 --> 00:23:24.557
issues are not things that you went to

00:23:24.576 --> 00:23:25.136
school for.

00:23:25.738 --> 00:23:28.118
You're trying to work through at the end

00:23:28.159 --> 00:23:28.898
of the day, though.

00:23:30.862 --> 00:23:32.803
What we're doing hasn't changed.

00:23:34.183 --> 00:23:36.685
Our reason for existence has always been

00:23:36.705 --> 00:23:39.647
to redefine access to physical therapy so

00:23:39.667 --> 00:23:40.888
that people can get out of pain and

00:23:40.929 --> 00:23:41.628
prevent injuries.

00:23:41.869 --> 00:23:42.910
So that's my one liner.

00:23:43.191 --> 00:23:43.790
It's yeah.

00:23:44.482 --> 00:23:45.824
I help people get out of pain and

00:23:45.865 --> 00:23:48.326
prevent injuries by redefining global

00:23:48.487 --> 00:23:49.627
access to physical therapy.

00:23:49.647 --> 00:23:52.750
Because that is how it should be.

00:23:53.491 --> 00:23:55.354
You can do that in many ways.

00:23:55.394 --> 00:23:56.434
That's your North Star.

00:23:56.454 --> 00:23:59.178
But the why remains the same.

00:23:59.278 --> 00:24:00.638
The how, the where,

00:24:00.679 --> 00:24:03.041
the when can change over, over, over.

00:24:03.701 --> 00:24:04.702
And I would say, like,

00:24:04.722 --> 00:24:05.982
if you look at an artist like Madonna,

00:24:06.022 --> 00:24:06.723
if you don't,

00:24:07.284 --> 00:24:08.344
you'll be left in the past.

00:24:08.403 --> 00:24:09.045
If you're like, no,

00:24:09.065 --> 00:24:09.964
this is my one trick.

00:24:10.005 --> 00:24:11.145
I'm only going to do it this way.

00:24:11.405 --> 00:24:12.326
The world will go, okay,

00:24:12.346 --> 00:24:13.527
then I only see you that one way

00:24:13.547 --> 00:24:14.346
and we move on.

00:24:14.867 --> 00:24:16.327
But you can still have the same North

00:24:16.347 --> 00:24:17.909
Star, but change the how, where, when,

00:24:18.749 --> 00:24:21.691
and you can remain relevant because you're

00:24:21.711 --> 00:24:25.553
paying attention.

00:24:25.593 --> 00:24:28.453
How do you define sales in the context

00:24:28.493 --> 00:24:29.193
of physical therapy?

00:24:29.213 --> 00:24:30.154
Because those words...

00:24:31.464 --> 00:24:32.525
Or like oil and water.

00:24:33.066 --> 00:24:34.826
It's like, well, you don't sell.

00:24:35.646 --> 00:24:36.346
We don't do that.

00:24:36.567 --> 00:24:38.127
Except I would just say,

00:24:38.988 --> 00:24:40.269
in the words of my favorite Peloton

00:24:40.288 --> 00:24:41.548
instructor, I make suggestions,

00:24:41.568 --> 00:24:42.349
you make decisions.

00:24:42.410 --> 00:24:43.369
That's what sales is.

00:24:43.589 --> 00:24:45.151
I make suggestions, you make decisions.

00:24:45.951 --> 00:24:47.231
Unless I'm robbing you,

00:24:47.632 --> 00:24:48.451
which is not sales,

00:24:48.471 --> 00:24:49.492
that's robbing someone,

00:24:50.212 --> 00:24:51.354
you're not making a decision for anybody.

00:24:51.453 --> 00:24:52.913
So how do you define it if you

00:24:52.933 --> 00:24:56.375
were talking to a fresh-faced PT new grad

00:24:56.415 --> 00:24:56.996
right now?

00:24:57.316 --> 00:24:59.676
And why do PTs or healthcare providers get

00:24:59.717 --> 00:25:00.778
it so damn wrong?

00:25:02.958 --> 00:25:05.138
and this is where i made a comment

00:25:05.318 --> 00:25:07.079
kind of prepping for this call and i

00:25:07.099 --> 00:25:09.059
was it's uh i think this one is

00:25:09.119 --> 00:25:11.580
fun because i actually think physical

00:25:11.621 --> 00:25:14.221
therapists are primed to be the greatest

00:25:14.301 --> 00:25:19.483
sales people and here's where i'll break

00:25:19.523 --> 00:25:23.145
it down i've relayed this in a few

00:25:23.205 --> 00:25:25.145
recent marketing meetings because i just

00:25:25.165 --> 00:25:26.946
think it's very easy to follow this

00:25:26.987 --> 00:25:31.068
concept if you are able to sell something

00:25:32.167 --> 00:25:33.688
it means that someone bought something

00:25:33.729 --> 00:25:35.449
from you.

00:25:35.648 --> 00:25:36.449
That's a sale.

00:25:36.949 --> 00:25:39.049
Someone purchased,

00:25:40.009 --> 00:25:42.911
they paid you in some sort of monetary

00:25:42.971 --> 00:25:43.411
form.

00:25:43.571 --> 00:25:46.192
There was a transaction and you exchanged

00:25:46.231 --> 00:25:46.632
something.

00:25:46.712 --> 00:25:47.512
That's a sale.

00:25:48.593 --> 00:25:51.433
Now, if someone buys from you again,

00:25:52.213 --> 00:25:53.894
I define that as trust.

00:25:53.914 --> 00:25:55.555
Ah, there we go.

00:25:55.615 --> 00:25:58.455
So now when someone buys from you again,

00:25:58.496 --> 00:25:59.836
there's multiple transactions.

00:25:59.856 --> 00:26:00.957
There's a level of trust.

00:26:02.199 --> 00:26:04.080
And then to take it a step further,

00:26:05.020 --> 00:26:08.163
the minute that someone refers what it is

00:26:08.183 --> 00:26:09.765
that you're selling to someone else,

00:26:10.305 --> 00:26:13.347
now you have created a brand.

00:26:13.387 --> 00:26:17.290
So sale, trust, brand.

00:26:17.471 --> 00:26:19.853
That's just kind of like the three-step

00:26:19.972 --> 00:26:21.034
layer dip to it.

00:26:21.314 --> 00:26:22.674
And this is why PTs are so great

00:26:22.714 --> 00:26:25.217
because it's different than a lot of other

00:26:25.237 --> 00:26:26.837
healthcare settings because there's time

00:26:26.877 --> 00:26:28.920
and you get to know someone and you

00:26:29.000 --> 00:26:31.281
go from knowing, liking, trusting.

00:26:32.316 --> 00:26:34.237
you're exchanging time for money at that

00:26:34.277 --> 00:26:35.798
point but you're right as soon as you

00:26:35.837 --> 00:26:37.318
do that the second time it's like well

00:26:37.338 --> 00:26:38.499
i knew sort of knew what i was

00:26:38.519 --> 00:26:40.760
going to get and i came back and

00:26:40.780 --> 00:26:42.221
when i tell my best friend that's a

00:26:42.401 --> 00:26:46.703
different thing and why i think pts are

00:26:46.743 --> 00:26:52.126
actually primed to excel in sales it's

00:26:52.166 --> 00:26:54.647
just a perception thing and this is my

00:26:54.688 --> 00:26:56.328
thought on it is that

00:26:57.789 --> 00:26:58.891
There's a quote that I read.

00:26:59.171 --> 00:27:01.471
I'll keep going back to things that I've

00:27:01.592 --> 00:27:04.992
read or what I've heard because I do

00:27:05.053 --> 00:27:06.733
enjoy reading and listening a lot,

00:27:07.413 --> 00:27:09.174
but I read in a newsletter one time

00:27:09.214 --> 00:27:13.416
that the product is not the product realm

00:27:13.457 --> 00:27:14.518
of physical therapy.

00:27:15.057 --> 00:27:17.219
The product is not physical therapy.

00:27:18.239 --> 00:27:20.059
The product is how you make someone feel.

00:27:20.079 --> 00:27:20.180
Bingo.

00:27:23.461 --> 00:27:27.746
Why physical therapists are so great at

00:27:27.865 --> 00:27:30.890
being the best at sales is all we

00:27:30.930 --> 00:27:36.694
have to do is influence how we make

00:27:36.734 --> 00:27:38.717
people feel.

00:27:38.917 --> 00:27:41.079
And the reality is,

00:27:42.599 --> 00:27:46.481
insurances economy whatever it may be will

00:27:46.701 --> 00:27:49.823
always kind of mold and shape the box

00:27:49.843 --> 00:27:52.364
that we live in the boxes i got

00:27:52.463 --> 00:27:54.365
eight sessions to work with the boxes i

00:27:54.384 --> 00:27:56.224
got twelve sessions to work with the boxes

00:27:56.305 --> 00:27:58.766
i got unlimited sessions to work with the

00:27:58.806 --> 00:28:00.507
boxes this person's just gonna keep paying

00:28:00.527 --> 00:28:02.127
me cash until they don't want to work

00:28:02.167 --> 00:28:07.950
with me anymore with all that said how

00:28:08.009 --> 00:28:10.510
you make someone feel is the product

00:28:11.560 --> 00:28:13.942
physical therapists, how,

00:28:14.804 --> 00:28:15.844
what our passions are.

00:28:15.964 --> 00:28:18.286
Usually we're empathetic and we want to

00:28:18.385 --> 00:28:19.007
help people.

00:28:19.686 --> 00:28:20.387
And because of that,

00:28:20.448 --> 00:28:21.808
we're not even thinking about sales.

00:28:21.848 --> 00:28:22.749
We're just focused on,

00:28:23.210 --> 00:28:24.631
we want to make someone feel better.

00:28:24.711 --> 00:28:25.912
We want to connect with them.

00:28:26.412 --> 00:28:28.673
We want to consult and learn what it

00:28:28.733 --> 00:28:29.794
is that they're dealing with.

00:28:30.335 --> 00:28:31.736
What is their pain points?

00:28:32.215 --> 00:28:34.478
And then we want to investigate.

00:28:34.657 --> 00:28:36.318
We want to get creative and we want

00:28:36.358 --> 00:28:37.339
to make them feel better.

00:28:39.442 --> 00:28:42.784
And you want to make them feel better,

00:28:42.963 --> 00:28:45.785
feel better, better than they were today.

00:28:46.065 --> 00:28:46.365
Okay.

00:28:46.404 --> 00:28:47.405
Better than they were two weeks ago.

00:28:47.865 --> 00:28:49.105
I come in today and I feel even

00:28:49.185 --> 00:28:50.326
worse than I did a month ago.

00:28:50.625 --> 00:28:52.346
I just need to make you feel better.

00:28:52.366 --> 00:28:54.387
It doesn't mean all we think better means

00:28:54.428 --> 00:28:56.248
all the way better just means better.

00:28:56.928 --> 00:28:58.308
Yeah.

00:28:58.388 --> 00:29:00.449
It's all about how you make someone feel

00:29:00.489 --> 00:29:01.288
like that.

00:29:01.328 --> 00:29:02.410
That is the product.

00:29:02.690 --> 00:29:02.970
Yeah.

00:29:04.622 --> 00:29:05.642
Without a doubt,

00:29:06.162 --> 00:29:08.123
you do have to keep in mind what

00:29:08.182 --> 00:29:09.682
is it that we're measuring.

00:29:09.963 --> 00:29:11.263
You can't manage what you're not

00:29:11.384 --> 00:29:12.003
measuring.

00:29:12.104 --> 00:29:14.444
We want to see certain things get better

00:29:14.505 --> 00:29:15.285
objectively.

00:29:16.085 --> 00:29:18.026
I'll tell you what, though.

00:29:18.205 --> 00:29:18.885
In general,

00:29:19.266 --> 00:29:21.067
if you are consistently making someone

00:29:21.126 --> 00:29:21.866
feel better,

00:29:23.253 --> 00:29:26.155
you should see relative improvements

00:29:26.236 --> 00:29:27.896
objectively with everything else that

00:29:27.916 --> 00:29:28.958
you're keeping tabs on.

00:29:29.218 --> 00:29:29.518
Agreed.

00:29:29.897 --> 00:29:31.999
Like if you're making someone not feel any

00:29:32.038 --> 00:29:34.240
different or making someone feel worse,

00:29:34.780 --> 00:29:35.442
objectively,

00:29:35.501 --> 00:29:38.482
things will probably line up with that as

00:29:38.542 --> 00:29:38.884
well.

00:29:39.344 --> 00:29:42.266
So that's why I think PTs are primed

00:29:42.286 --> 00:29:43.807
to do very well in sales and they

00:29:43.826 --> 00:29:45.407
just need to change their perception on it

00:29:45.428 --> 00:29:46.667
because it's all about how you make

00:29:46.688 --> 00:29:47.189
someone feel.

00:29:47.568 --> 00:29:47.888
Agreed.

00:29:48.068 --> 00:29:48.930
I will one-up you.

00:29:49.029 --> 00:29:49.970
I will yes and you.

00:29:49.990 --> 00:29:51.131
Not one-up you.

00:29:51.151 --> 00:29:52.271
I will yes and you, not one-up you.

00:29:53.496 --> 00:29:55.737
Your product, your first product,

00:29:56.317 --> 00:29:58.837
was not your Instagram channel.

00:29:58.857 --> 00:30:01.699
Your first product was the attention that

00:30:01.739 --> 00:30:03.378
those ten thousand, hundred thousand,

00:30:03.659 --> 00:30:04.500
where are we at now,

00:30:05.200 --> 00:30:06.460
that they were willing to give you.

00:30:06.660 --> 00:30:08.921
Because what you say to someone when I

00:30:09.020 --> 00:30:11.582
follow you is that you're leading me

00:30:11.642 --> 00:30:12.041
somewhere.

00:30:12.402 --> 00:30:13.923
I love these words.

00:30:14.262 --> 00:30:14.823
They mean something.

00:30:14.883 --> 00:30:16.784
Guest, this is my show.

00:30:17.064 --> 00:30:19.144
My job as a host is to make

00:30:19.164 --> 00:30:19.785
you feel welcome.

00:30:20.424 --> 00:30:21.846
and then shut up long enough for you

00:30:21.865 --> 00:30:24.507
to say something smart right that's what a

00:30:24.547 --> 00:30:26.907
guest in a host is i'm following you

00:30:26.928 --> 00:30:28.128
i have followers what does that mean

00:30:28.308 --> 00:30:29.650
should mean you're leading them somewhere

00:30:30.069 --> 00:30:31.911
like think of it it's like i found

00:30:31.931 --> 00:30:34.511
these guys randomly and i want to make

00:30:34.531 --> 00:30:36.313
sure i they seem like they have value

00:30:36.333 --> 00:30:37.334
in the future i want to make sure

00:30:37.354 --> 00:30:39.094
i don't just i might forget what their

00:30:39.134 --> 00:30:41.556
name is so i'm gonna click follow like

00:30:42.659 --> 00:30:44.038
That's a lot.

00:30:44.078 --> 00:30:44.838
That's attention.

00:30:45.140 --> 00:30:47.059
You might be a billionaire or you might

00:30:47.319 --> 00:30:47.740
be like me.

00:30:47.779 --> 00:30:48.539
I'm a hundredaire,

00:30:49.299 --> 00:30:50.441
but we all have the same amount of

00:30:50.540 --> 00:30:51.000
time.

00:30:51.080 --> 00:30:51.621
And you're saying,

00:30:52.461 --> 00:30:53.921
I'm willing to give this person time now

00:30:53.941 --> 00:30:54.580
and in the future.

00:30:55.521 --> 00:30:56.682
And that's not a small thing.

00:30:57.261 --> 00:30:58.922
That is the value.

00:31:00.063 --> 00:31:03.323
This person made me feel laugh, smarter,

00:31:03.762 --> 00:31:05.943
anything for five, for fifteen seconds,

00:31:06.124 --> 00:31:06.884
which is not easy.

00:31:07.604 --> 00:31:08.844
I don't want to lose that in the

00:31:08.884 --> 00:31:09.984
future when they do the next thing.

00:31:10.005 --> 00:31:10.585
I want to be there.

00:31:10.664 --> 00:31:10.924
Boom.

00:31:10.944 --> 00:31:11.944
That's not a small thing.

00:31:13.176 --> 00:31:16.241
no and that's why i talk about how

00:31:16.982 --> 00:31:20.449
how powerful social media is today because

00:31:20.548 --> 00:31:22.231
if you use that same concept

00:31:23.450 --> 00:31:25.111
If you come across a prehab post and

00:31:25.151 --> 00:31:27.231
you like it, that's a sale.

00:31:28.854 --> 00:31:30.074
We had a transaction.

00:31:30.173 --> 00:31:31.394
You gave us a like.

00:31:31.434 --> 00:31:33.016
You engaged our contents.

00:31:33.757 --> 00:31:34.876
If you followed us,

00:31:35.137 --> 00:31:37.199
it means that you trust us and you

00:31:37.219 --> 00:31:38.058
want to see it again.

00:31:39.140 --> 00:31:40.601
And then when you share that post with

00:31:40.641 --> 00:31:42.281
someone else or you repost it,

00:31:42.721 --> 00:31:44.143
now what you're doing is you're

00:31:44.182 --> 00:31:46.424
contributing to our brand reach.

00:31:46.444 --> 00:31:47.586
When you started, though,

00:31:48.266 --> 00:31:49.227
that was harder to do.

00:31:50.338 --> 00:31:51.659
Because Instagram,

00:31:51.699 --> 00:31:52.799
because you got to know the physics of

00:31:52.839 --> 00:31:53.819
the platform you were on.

00:31:53.839 --> 00:31:54.740
And I know you guys were on more

00:31:54.759 --> 00:31:55.380
than one platform,

00:31:55.579 --> 00:31:57.461
but Instagram was harder to grow because

00:31:57.500 --> 00:31:59.661
their physics were, there was no like,

00:31:59.941 --> 00:32:01.241
like Twitter was retweet,

00:32:01.342 --> 00:32:02.061
retweet with your word.

00:32:02.082 --> 00:32:03.521
Like that was a very ping, ping, ping,

00:32:03.561 --> 00:32:04.863
ping, ping platform.

00:32:05.343 --> 00:32:07.282
Facebook was sort of a little bit less,

00:32:07.303 --> 00:32:10.084
but now Instagram was on the far side

00:32:10.183 --> 00:32:10.943
of retweeting.

00:32:11.169 --> 00:32:13.170
You got to tell someone almost verbally.

00:32:13.930 --> 00:32:15.750
Now you can sort of DM them something

00:32:15.790 --> 00:32:17.372
or you can sort of repost.

00:32:17.392 --> 00:32:18.673
But when you were growing,

00:32:18.712 --> 00:32:19.732
that wasn't there.

00:32:19.792 --> 00:32:21.933
So growing there was difficult.

00:32:22.075 --> 00:32:22.775
You had to earn it.

00:32:22.815 --> 00:32:23.674
I mean, you had to earn it.

00:32:23.954 --> 00:32:25.155
These kids today, they don't get it,

00:32:25.195 --> 00:32:25.476
Craig.

00:32:26.836 --> 00:32:28.018
Doing it today,

00:32:29.198 --> 00:32:31.858
it would be probably harder in my opinion

00:32:32.019 --> 00:32:32.940
than when we did it.

00:32:33.160 --> 00:32:34.820
And it would just require a completely

00:32:34.861 --> 00:32:37.321
different formula.

00:32:37.382 --> 00:32:38.583
But yeah, at that time...

00:32:39.849 --> 00:32:40.210
You know,

00:32:40.410 --> 00:32:44.171
it just all comes down to when you

00:32:44.211 --> 00:32:46.112
show up and you're doing something that

00:32:46.152 --> 00:32:48.113
people like and you consistently show up,

00:32:48.752 --> 00:32:49.772
it will get traction.

00:32:50.192 --> 00:32:53.574
And I think that's definitely where I'm

00:32:53.614 --> 00:32:54.434
focused personally,

00:32:54.515 --> 00:32:56.275
where Mike Arash and I and the company

00:32:56.315 --> 00:32:57.736
we're trying to focus personally is

00:32:58.276 --> 00:32:58.776
inputs.

00:32:59.276 --> 00:33:00.916
You only have so much control and impact

00:33:00.957 --> 00:33:01.656
over outputs.

00:33:02.317 --> 00:33:04.057
You learn that when you've been doing it

00:33:04.097 --> 00:33:04.678
long enough.

00:33:05.338 --> 00:33:07.221
We were totally fortunate in the

00:33:07.240 --> 00:33:09.722
beginning, saw a lot of success,

00:33:10.503 --> 00:33:12.405
have continued to see success.

00:33:12.445 --> 00:33:14.027
It's a matter of some years are harder.

00:33:14.307 --> 00:33:16.710
Some years are not as hard.

00:33:17.430 --> 00:33:19.772
And when you have the hard years,

00:33:20.073 --> 00:33:23.096
it's just a reminder of how little you

00:33:23.236 --> 00:33:24.336
actually have control over them.

00:33:24.436 --> 00:33:24.757
Agreed.

00:33:24.936 --> 00:33:25.897
Yeah, yeah.

00:33:25.917 --> 00:33:27.179
You've said niche or die.

00:33:27.579 --> 00:33:29.121
What's that mean for a clinician?

00:33:29.840 --> 00:33:31.782
It might feel counterintuitive, right?

00:33:31.982 --> 00:33:32.903
Like niche or die, but no,

00:33:32.923 --> 00:33:34.184
I want to be everything to everybody.

00:33:34.744 --> 00:33:36.365
So why is that something you'd tell the

00:33:36.465 --> 00:33:37.807
average clinician right now?

00:33:40.128 --> 00:33:45.493
Because I think it was a fallacy sold

00:33:45.534 --> 00:33:48.336
to me when I was in physical therapy

00:33:48.355 --> 00:33:48.715
school.

00:33:48.875 --> 00:33:51.117
And when I first started practicing meds,

00:33:51.778 --> 00:33:53.380
I had to be great at everything.

00:33:54.684 --> 00:33:57.887
And social media today,

00:33:58.367 --> 00:34:00.869
I think only exam like, um,

00:34:01.471 --> 00:34:04.574
magnifies that idea is that like,

00:34:04.773 --> 00:34:06.434
you gotta be great at everything or,

00:34:06.515 --> 00:34:09.177
or you just get exposed to how many

00:34:09.237 --> 00:34:11.199
people out there are great at certain

00:34:11.219 --> 00:34:11.579
things.

00:34:12.320 --> 00:34:13.280
And it comes off as like,

00:34:13.320 --> 00:34:15.121
how can I be great at everything?

00:34:15.222 --> 00:34:16.882
Or just within the physical therapy realm,

00:34:16.922 --> 00:34:19.782
how can I just be this great generalist?

00:34:20.262 --> 00:34:21.943
Because if I'm a great generalist,

00:34:21.983 --> 00:34:23.922
then I can treat anyone and everyone that

00:34:23.963 --> 00:34:24.722
comes in my door.

00:34:25.402 --> 00:34:27.824
And the medical profession,

00:34:27.923 --> 00:34:29.003
the medical world,

00:34:29.083 --> 00:34:30.684
I think is playing this game of like

00:34:30.784 --> 00:34:34.945
scarcity because every year feels like

00:34:34.965 --> 00:34:36.585
we're making less money.

00:34:36.644 --> 00:34:38.264
We're going to get reimbursed less.

00:34:39.306 --> 00:34:40.985
There's more competition out there.

00:34:41.925 --> 00:34:44.967
i'm losing more referrals so it's the

00:34:45.047 --> 00:34:46.987
scarcity mindset and then when you're

00:34:47.027 --> 00:34:48.927
playing the scarcity mindset it's like

00:34:48.987 --> 00:34:50.708
okay well then how can i just be

00:34:50.768 --> 00:34:53.668
amazing at everything so that i never have

00:34:53.688 --> 00:34:55.949
to say no to anyone because if i

00:34:55.989 --> 00:34:57.809
say yes to everyone then i can like

00:34:58.469 --> 00:35:00.650
at least lose less right

00:35:01.818 --> 00:35:06.628
I think that social media is a good

00:35:06.827 --> 00:35:10.074
example that you can just niche down and

00:35:10.213 --> 00:35:12.699
you can just be focused on one thing.

00:35:13.364 --> 00:35:16.166
And now your biggest problem is just

00:35:16.286 --> 00:35:18.409
finding your high value customer,

00:35:18.509 --> 00:35:20.550
your ideal customer profile.

00:35:21.110 --> 00:35:22.492
Make it easy for them to find you.

00:35:22.771 --> 00:35:24.474
And then you're just the expert in this

00:35:24.773 --> 00:35:25.434
one thing.

00:35:26.074 --> 00:35:28.155
We've seen examples of it with ACL.

00:35:28.376 --> 00:35:29.436
It's done very well.

00:35:29.918 --> 00:35:31.378
The knees over toes guy.

00:35:31.798 --> 00:35:33.681
I can't even believe that I'm like even...

00:35:34.943 --> 00:35:37.485
saying it i'm i basically just boosted his

00:35:37.545 --> 00:35:40.686
brand right but like these are examples of

00:35:41.166 --> 00:35:43.588
if you niche into something you don't have

00:35:43.608 --> 00:35:45.590
to be the expert at everything else like

00:35:45.630 --> 00:35:48.251
you can just focus on one thing here's

00:35:48.271 --> 00:35:49.532
how it was explained to me and it

00:35:49.552 --> 00:35:50.893
took me a hot minute to get it

00:35:51.472 --> 00:35:53.914
i left radio because of this thing this

00:35:53.954 --> 00:35:55.735
thing came out and i was like the

00:35:55.795 --> 00:35:58.056
cell phone when you when someone texted me

00:35:58.077 --> 00:35:59.677
a link to a live stream in i

00:35:59.717 --> 00:36:01.759
was like what the hell is this

00:36:02.266 --> 00:36:04.230
And my phone was literally plugged into an

00:36:04.469 --> 00:36:06.231
aux cord because there was no real

00:36:06.251 --> 00:36:06.932
Bluetooth yet.

00:36:06.952 --> 00:36:09.896
And it was driving home from the radio

00:36:09.916 --> 00:36:10.737
station to my house.

00:36:10.757 --> 00:36:11.219
And I said,

00:36:12.139 --> 00:36:14.041
I'm listening to a radio station in L.A.

00:36:14.202 --> 00:36:15.143
in Pennsylvania.

00:36:16.650 --> 00:36:19.630
But my livelihood requires or is hinged

00:36:19.670 --> 00:36:21.630
upon time and space.

00:36:21.670 --> 00:36:21.791
Like,

00:36:21.831 --> 00:36:23.092
I need you to be in this radius

00:36:23.132 --> 00:36:24.132
at that time live.

00:36:24.251 --> 00:36:24.692
And I was like,

00:36:24.751 --> 00:36:25.871
that just removed time and space.

00:36:25.931 --> 00:36:26.572
What am I going to do?

00:36:26.833 --> 00:36:27.753
That's when I started looking for the

00:36:27.773 --> 00:36:28.032
door.

00:36:28.532 --> 00:36:29.893
Nobody could promise me there was going to

00:36:29.913 --> 00:36:30.653
be a future because I was like,

00:36:30.773 --> 00:36:31.914
I don't think you guys understand how the

00:36:31.954 --> 00:36:33.673
physics of the world just changed.

00:36:34.114 --> 00:36:37.255
And here's the one mind shift.

00:36:37.434 --> 00:36:38.615
I didn't go to PT school to become

00:36:38.635 --> 00:36:39.315
a podcaster.

00:36:39.335 --> 00:36:40.135
Just want to be clear there.

00:36:40.175 --> 00:36:40.896
That was an accident.

00:36:42.315 --> 00:36:44.197
And someone said, very smart.

00:36:45.492 --> 00:36:46.813
You were a broadcaster,

00:36:46.873 --> 00:36:47.612
but you're not anymore.

00:36:47.652 --> 00:36:49.494
I was like, well, I have a microphone.

00:36:49.514 --> 00:36:51.235
They go, slight change.

00:36:51.715 --> 00:36:53.255
Literally envision a funnel that you would

00:36:53.335 --> 00:36:54.135
use to change your oil.

00:36:54.175 --> 00:36:55.115
He goes, turn it upside down.

00:36:55.697 --> 00:36:56.677
Broadcasting was,

00:36:56.757 --> 00:36:58.577
I wanted as many people in Northeast

00:36:58.597 --> 00:37:00.358
Pennsylvania who liked rock music to hear

00:37:00.398 --> 00:37:00.518
me.

00:37:01.840 --> 00:37:02.940
But now the funnel's flipped.

00:37:03.159 --> 00:37:04.201
You're a narrow caster.

00:37:05.010 --> 00:37:07.273
There's no way a radio show on my

00:37:07.313 --> 00:37:08.335
radio station would have been about

00:37:08.396 --> 00:37:09.737
physical therapy for an hour a week.

00:37:09.757 --> 00:37:10.498
Wouldn't make any sense.

00:37:10.539 --> 00:37:11.079
Too narrow.

00:37:11.719 --> 00:37:14.264
But on the internet, that math maths,

00:37:14.423 --> 00:37:16.186
you can be as narrow as you want.

00:37:16.206 --> 00:37:17.307
You're a narrow caster.

00:37:17.688 --> 00:37:19.371
Like if you're not into exercise,

00:37:19.751 --> 00:37:21.052
your channel doesn't make any sense.

00:37:21.673 --> 00:37:22.175
So in the...

00:37:23.364 --> 00:37:23.945
Traditional media,

00:37:23.965 --> 00:37:25.585
you had to be as broad as possible.

00:37:25.947 --> 00:37:27.106
So now you see the parallels.

00:37:27.648 --> 00:37:29.909
Be as narrow as possible is actually a

00:37:29.989 --> 00:37:30.590
superpower.

00:37:30.869 --> 00:37:32.731
If you can deliver it in person or

00:37:32.811 --> 00:37:36.914
online, be the left elbow PT.

00:37:37.034 --> 00:37:37.934
I don't want to mess around with the

00:37:37.974 --> 00:37:38.635
right elbow anymore.

00:37:38.655 --> 00:37:39.594
I want to do left elbows.

00:37:39.635 --> 00:37:40.496
Maybe not that niche,

00:37:40.516 --> 00:37:41.297
but you get what I'm saying.

00:37:41.396 --> 00:37:45.659
And that ends up simplifying what it is

00:37:45.679 --> 00:37:47.039
that you do on a daily basis.

00:37:47.340 --> 00:37:47.820
Bingo.

00:37:47.880 --> 00:37:49.242
You're not chasing the ball.

00:37:49.782 --> 00:37:50.222
Yeah.

00:37:50.282 --> 00:37:50.623
Yeah.

00:37:50.643 --> 00:37:52.643
You are positioning yourself relative to

00:37:52.664 --> 00:37:52.923
the ball.

00:37:53.567 --> 00:37:56.688
Let the ball ping pong off the left

00:37:56.748 --> 00:37:58.670
and right walls nonstop about AI,

00:38:00.130 --> 00:38:00.951
this or that.

00:38:01.271 --> 00:38:03.413
Just position yourself where you want to

00:38:03.452 --> 00:38:03.693
be.

00:38:03.753 --> 00:38:04.713
And if you want to be on the

00:38:04.753 --> 00:38:06.253
left elbow island, like...

00:38:06.293 --> 00:38:08.434
I'm going to be the left knee PT.

00:38:08.474 --> 00:38:09.775
That's only... I'm a left knee PT.

00:38:09.795 --> 00:38:10.717
That's all I do, Craig.

00:38:10.797 --> 00:38:11.536
I just do left knees.

00:38:12.257 --> 00:38:12.538
You know,

00:38:12.557 --> 00:38:14.438
just be patient and stay focused.

00:38:14.458 --> 00:38:15.798
I agree.

00:38:15.880 --> 00:38:17.960
We've talked a lot about focus and...

00:38:18.775 --> 00:38:22.056
really focus is what are you saying no

00:38:22.117 --> 00:38:25.079
to yep because if you're saying i've heard

00:38:25.099 --> 00:38:27.681
before if you say yes to everything and

00:38:27.701 --> 00:38:29.902
your schedule is full that feels good but

00:38:29.922 --> 00:38:31.583
you might be but now i'm booked and

00:38:31.623 --> 00:38:33.583
i can't say yes to the thing the

00:38:33.704 --> 00:38:35.706
right the better thing that showed up a

00:38:35.746 --> 00:38:39.168
little later that i was waiting around for

00:38:39.768 --> 00:38:41.528
so i mean we've said it with clients

00:38:41.548 --> 00:38:42.969
too i mean i was in advertising and

00:38:43.010 --> 00:38:44.210
i take sponsors for the show

00:38:45.510 --> 00:38:47.411
sometimes you got to fire a client because

00:38:47.431 --> 00:38:49.512
they're taking up too much of your time

00:38:49.572 --> 00:38:51.594
or they're asking too much or they don't

00:38:51.693 --> 00:38:52.173
align.

00:38:52.233 --> 00:38:53.034
And it's like, well, no,

00:38:53.074 --> 00:38:54.556
you should take everybody because a dollar

00:38:54.576 --> 00:38:54.956
is a dollar.

00:38:54.976 --> 00:38:57.637
It's like sometimes that dollar costs you

00:38:57.978 --> 00:38:59.059
two dollars.

00:39:00.440 --> 00:39:01.239
But again, like you said,

00:39:01.260 --> 00:39:02.641
when hiring or starting a business,

00:39:03.021 --> 00:39:06.003
sometimes you pay for that lesson in

00:39:06.083 --> 00:39:07.043
money, time, and pain.

00:39:07.063 --> 00:39:07.143
Yeah.

00:39:07.164 --> 00:39:11.327
Yeah, we call that no thank you money.

00:39:11.347 --> 00:39:12.588
There's only one way to learn what no

00:39:12.628 --> 00:39:14.449
thank you money is and you have to

00:39:14.469 --> 00:39:14.869
accept it.

00:39:15.333 --> 00:39:16.976
Yep.

00:39:17.096 --> 00:39:17.556
Yeah.

00:39:17.577 --> 00:39:18.757
I want to ask, like you did a,

00:39:18.958 --> 00:39:20.119
you did a big endurance race.

00:39:20.139 --> 00:39:20.561
We were sort of,

00:39:20.581 --> 00:39:21.862
the world was sort of following along.

00:39:21.902 --> 00:39:23.324
Like, was that your first long, like,

00:39:23.364 --> 00:39:24.987
was that your first long distance one or

00:39:25.027 --> 00:39:26.369
had you done before and how'd it go?

00:39:27.358 --> 00:39:28.538
So, in twenty twenty five,

00:39:28.759 --> 00:39:31.320
I did my first full distance Ironman at

00:39:31.340 --> 00:39:32.039
Lake Placid.

00:39:32.780 --> 00:39:34.400
That was Placid.

00:39:34.420 --> 00:39:34.981
That's where I did.

00:39:35.081 --> 00:39:35.721
I did Placid.

00:39:35.981 --> 00:39:36.481
You did.

00:39:36.702 --> 00:39:37.262
Yeah, I did.

00:39:37.362 --> 00:39:38.021
That was my second one.

00:39:38.061 --> 00:39:39.922
I did Madison, Wisconsin.

00:39:39.963 --> 00:39:41.103
And two years later, I did Placid.

00:39:41.603 --> 00:39:43.103
So I so I know the question to

00:39:43.184 --> 00:39:46.244
ask you, how did it feel?

00:39:46.284 --> 00:39:46.885
Well, first of all,

00:39:46.945 --> 00:39:47.905
how did the three bears feel?

00:39:50.070 --> 00:39:54.934
it was raining it was raining it was

00:39:55.054 --> 00:39:57.315
raining more than eighty percent of the

00:39:57.335 --> 00:39:59.898
bike ride for me like the next morning

00:40:00.478 --> 00:40:02.139
i was packing up my bike and i

00:40:02.179 --> 00:40:04.800
turned my bike upside down i honestly

00:40:04.820 --> 00:40:07.963
think i flooded my hotel floor the bike

00:40:08.023 --> 00:40:10.786
was so heavy there's so much water in

00:40:10.806 --> 00:40:12.106
it uh so

00:40:12.927 --> 00:40:15.268
I mean, the bears, they weren't bad.

00:40:15.769 --> 00:40:17.371
First time climbing.

00:40:17.791 --> 00:40:18.713
Yeah, first time,

00:40:18.753 --> 00:40:20.134
definitely the second time their time I

00:40:20.153 --> 00:40:20.393
was like,

00:40:20.434 --> 00:40:21.655
my legs are gonna be dead for the

00:40:21.675 --> 00:40:22.737
marathon.

00:40:22.797 --> 00:40:22.996
But

00:40:23.789 --> 00:40:24.590
I love biking.

00:40:24.829 --> 00:40:26.351
Biking is my strength.

00:40:26.510 --> 00:40:29.333
That's my favorite bombing downhills and

00:40:29.373 --> 00:40:31.655
climbing, you know, living in LA.

00:40:31.735 --> 00:40:32.096
It was,

00:40:32.356 --> 00:40:34.378
I did so much climbing in Santa Monica,

00:40:34.458 --> 00:40:36.519
Malibu mountains, and then palace Verde.

00:40:36.539 --> 00:40:39.782
So like climbing, I was so ready for,

00:40:40.143 --> 00:40:41.503
it was the marathon at that point that

00:40:41.523 --> 00:40:42.385
my legs were dead.

00:40:42.425 --> 00:40:46.489
So how did it feel coming into the

00:40:46.548 --> 00:40:49.391
finish hearing it from like a mile?

00:40:49.451 --> 00:40:50.311
I think I could hear it from a

00:40:50.391 --> 00:40:51.233
mile or two away.

00:40:52.188 --> 00:40:53.688
And then for people who don't know,

00:40:55.590 --> 00:40:57.192
I have a hockey jersey downstairs signed

00:40:57.231 --> 00:40:58.893
by thirteen members of the U.S.

00:40:59.233 --> 00:41:00.673
men's ice hockey team from nineteen

00:41:00.753 --> 00:41:01.014
eighty.

00:41:01.034 --> 00:41:02.114
Wow.

00:41:02.175 --> 00:41:03.476
So Ironman Placid,

00:41:03.496 --> 00:41:06.739
you finish on the outdoor ice skating

00:41:06.878 --> 00:41:08.659
oval, but it's obviously not, you know,

00:41:08.699 --> 00:41:09.121
wintertime.

00:41:09.501 --> 00:41:10.722
So you do a quarter mile,

00:41:10.762 --> 00:41:12.762
you come in and you do a quarter

00:41:12.802 --> 00:41:16.106
mile on the cinder track and it's chaos.

00:41:16.246 --> 00:41:17.907
Like how that feels.

00:41:19.304 --> 00:41:19.543
I mean,

00:41:19.603 --> 00:41:21.065
it was the greatest feeling in the world

00:41:21.186 --> 00:41:22.246
after the past year.

00:41:22.347 --> 00:41:24.289
The past year was so challenging

00:41:24.429 --> 00:41:25.690
personally and professionally.

00:41:25.750 --> 00:41:29.693
And that was just crossing the line and

00:41:30.574 --> 00:41:32.195
working through that was just the

00:41:32.235 --> 00:41:37.721
accumulation of so much struggle and just

00:41:37.782 --> 00:41:38.442
so much.

00:41:38.501 --> 00:41:39.222
It was awesome.

00:41:39.539 --> 00:41:41.601
My dad, not a big photographer,

00:41:41.681 --> 00:41:43.443
but sat around all day with my mom

00:41:43.503 --> 00:41:44.764
and sort of walked around and tried to

00:41:44.784 --> 00:41:46.425
stay busy for however many hours when I

00:41:46.465 --> 00:41:46.965
was out there.

00:41:47.487 --> 00:41:49.768
But my dad easily took the greatest

00:41:50.088 --> 00:41:50.728
picture ever.

00:41:50.748 --> 00:41:50.829
Yeah.

00:41:52.010 --> 00:41:52.411
And that was,

00:41:52.771 --> 00:41:56.594
I snuck that because I think it was

00:41:56.653 --> 00:41:57.434
September, right?

00:41:57.494 --> 00:41:58.436
Is Placid September?

00:41:58.456 --> 00:41:58.755
It was July.

00:41:58.795 --> 00:41:59.996
July?

00:42:00.757 --> 00:42:00.858
Yeah.

00:42:02.338 --> 00:42:02.998
Why did I do it?

00:42:03.099 --> 00:42:03.199
Oh,

00:42:03.259 --> 00:42:05.079
I thought it was some anniversary of nine

00:42:05.119 --> 00:42:05.460
eleven.

00:42:05.480 --> 00:42:06.960
My dad was a firefighter in New York

00:42:07.001 --> 00:42:07.280
City.

00:42:07.501 --> 00:42:09.521
So I snuck in my second gear bag,

00:42:09.561 --> 00:42:10.802
the flag and rolled it up,

00:42:11.141 --> 00:42:12.262
tucked in my back pocket.

00:42:12.563 --> 00:42:14.503
So so this was this was an old

00:42:14.523 --> 00:42:15.344
trick I did before.

00:42:15.403 --> 00:42:16.403
You want to get people pumped up?

00:42:16.463 --> 00:42:17.264
Listen, I got news for you.

00:42:17.344 --> 00:42:18.244
I'm not winning the race.

00:42:18.284 --> 00:42:19.005
So no one's cheering.

00:42:19.025 --> 00:42:20.166
I think the winner's coming.

00:42:20.746 --> 00:42:23.188
But I pull out an American flag a

00:42:23.347 --> 00:42:24.728
mile before the run,

00:42:24.768 --> 00:42:26.710
the finish and people lose.

00:42:26.811 --> 00:42:28.652
And then it juices you up and they're

00:42:28.692 --> 00:42:29.273
like, ah,

00:42:29.313 --> 00:42:30.193
you could run through the wall like the

00:42:30.213 --> 00:42:30.753
Kool-Aid man.

00:42:31.293 --> 00:42:32.695
Um, good for you, man.

00:42:32.775 --> 00:42:33.695
What are you going to do next?

00:42:33.775 --> 00:42:33.956
I mean,

00:42:33.996 --> 00:42:35.498
like we tipped people off in the intro,

00:42:35.538 --> 00:42:37.960
like you want to do like more endurance,

00:42:38.039 --> 00:42:39.601
long distance off road.

00:42:39.641 --> 00:42:40.641
What's, what's the future?

00:42:41.467 --> 00:42:42.088
Yeah.

00:42:42.128 --> 00:42:45.009
So already signed up for ultra marathons.

00:42:45.168 --> 00:42:45.949
How far is that?

00:42:46.949 --> 00:42:48.150
I'm going to start with a fifty K.

00:42:48.929 --> 00:42:49.969
So which one are you doing?

00:42:51.090 --> 00:42:52.570
Stumptown here in Portland.

00:42:52.710 --> 00:42:54.351
So I moved to Portland a couple of

00:42:54.391 --> 00:42:54.831
months ago.

00:42:54.931 --> 00:42:58.532
Now I'm here in Portland and Stumptown is

00:42:58.592 --> 00:42:59.411
in my backyard.

00:42:59.452 --> 00:43:01.693
So I'm going all in on trail running.

00:43:02.333 --> 00:43:02.913
Good for you.

00:43:02.932 --> 00:43:03.652
Running is fun.

00:43:03.893 --> 00:43:06.193
I would say it's like the poetic version

00:43:06.233 --> 00:43:06.673
of running.

00:43:07.409 --> 00:43:08.231
Yeah, there's more, right.

00:43:08.271 --> 00:43:09.030
You're, you're, you know,

00:43:09.050 --> 00:43:09.972
you're at one with nature.

00:43:10.012 --> 00:43:11.432
Like I do like road stuff,

00:43:11.733 --> 00:43:12.934
but I have thought the same thing,

00:43:12.974 --> 00:43:15.817
like more of the Nike Xterra mountain bike

00:43:15.896 --> 00:43:16.956
tribe off road.

00:43:17.217 --> 00:43:18.838
There's a race near me now,

00:43:18.918 --> 00:43:20.400
upstate New York that I've never done.

00:43:20.440 --> 00:43:22.961
It's called SOS survival of the

00:43:22.981 --> 00:43:24.802
Schwangungs.

00:43:24.822 --> 00:43:25.483
Have you heard of that one?

00:43:25.503 --> 00:43:27.965
Oh, this might, I might have this wrong.

00:43:28.226 --> 00:43:29.407
Apparently you have to take.

00:43:30.215 --> 00:43:31.737
the crank off your bike,

00:43:32.217 --> 00:43:33.500
put it in a plastic bag,

00:43:33.780 --> 00:43:34.960
and they throw it in the lake,

00:43:35.601 --> 00:43:36.483
and you have to dive...

00:43:36.922 --> 00:43:38.164
Before you can start biking,

00:43:38.184 --> 00:43:39.005
you have to go get it.

00:43:39.045 --> 00:43:40.367
Like, they just do weird stuff.

00:43:40.407 --> 00:43:40.547
Like,

00:43:40.807 --> 00:43:42.128
the people in endurance races do weird

00:43:42.168 --> 00:43:42.409
stuff.

00:43:42.730 --> 00:43:45.853
But it's supposed to feel like... Like,

00:43:46.313 --> 00:43:47.315
have you heard of Ragnar?

00:43:47.434 --> 00:43:48.056
Or, like, the longer...

00:43:48.556 --> 00:43:49.056
I do like that.

00:43:49.076 --> 00:43:50.036
Like that's like goofy.

00:43:50.076 --> 00:43:50.795
It's overnight.

00:43:51.336 --> 00:43:51.856
I gotta be honest.

00:43:51.876 --> 00:43:53.317
I'd rather get my ass kicked all day

00:43:53.376 --> 00:43:53.797
in heat,

00:43:53.976 --> 00:43:55.376
but you take sleep away from me.

00:43:55.836 --> 00:43:56.557
I am a jerk.

00:43:56.838 --> 00:43:57.637
I am a, I,

00:43:58.177 --> 00:43:59.217
I do not like that.

00:43:59.237 --> 00:44:00.257
That was an overnight race.

00:44:00.318 --> 00:44:01.338
I hated that.

00:44:01.398 --> 00:44:02.039
Damn.

00:44:02.099 --> 00:44:02.338
Yeah.

00:44:02.358 --> 00:44:03.719
There's hood to coast.

00:44:04.219 --> 00:44:04.338
Yeah.

00:44:04.358 --> 00:44:04.918
I've heard of that.

00:44:04.978 --> 00:44:05.559
I've heard of that.

00:44:05.579 --> 00:44:06.519
I'm going to do that.

00:44:06.559 --> 00:44:09.480
And then, yeah, it is.

00:44:10.039 --> 00:44:11.940
I've been very fortunate to work with some

00:44:11.981 --> 00:44:13.960
clients that have done, uh,

00:44:14.525 --> 00:44:16.909
marathons, they've done half Ironmans,

00:44:16.949 --> 00:44:18.010
four Ironmans,

00:44:18.471 --> 00:44:20.313
helped someone do a two hundred fifty mile

00:44:20.373 --> 00:44:20.875
race,

00:44:21.454 --> 00:44:22.076
and now

00:44:23.052 --> 00:44:24.652
what's next for me that I want to

00:44:24.693 --> 00:44:28.356
focus on are kind of like taking that

00:44:28.416 --> 00:44:31.418
startup approach to ultra endurance

00:44:31.458 --> 00:44:31.938
events.

00:44:32.239 --> 00:44:34.041
I want to get connected with people that

00:44:34.702 --> 00:44:36.922
are just doing massive projects or doing

00:44:36.983 --> 00:44:38.905
something that has never done.

00:44:39.344 --> 00:44:40.686
That's never been done before.

00:44:40.947 --> 00:44:46.471
Like FKTs or just like unique adventures

00:44:47.231 --> 00:44:49.072
and people that have great stories.

00:44:49.273 --> 00:44:50.454
They have great purpose.

00:44:50.795 --> 00:44:51.956
They know their values.

00:44:52.590 --> 00:44:54.351
And they're very focused on a mission.

00:44:54.813 --> 00:44:55.592
And it's like, okay,

00:44:56.454 --> 00:44:58.914
I know that there's so many prongs

00:44:59.096 --> 00:45:01.898
attached to success or failure of this

00:45:01.958 --> 00:45:02.318
mission.

00:45:02.757 --> 00:45:04.820
I would just love to be part of

00:45:05.420 --> 00:45:06.340
the physical therapy,

00:45:06.601 --> 00:45:08.461
the human resilience designer,

00:45:08.661 --> 00:45:10.123
whatever we want to put the label on

00:45:10.182 --> 00:45:11.724
it, be that coach,

00:45:11.784 --> 00:45:14.306
be that person to support it and just

00:45:14.425 --> 00:45:17.969
learn what does it take to prepare for

00:45:18.009 --> 00:45:18.369
these?

00:45:18.989 --> 00:45:20.771
What does it take to perform it and

00:45:20.811 --> 00:45:21.170
do it?

00:45:21.724 --> 00:45:24.286
and recover from it because it's very much

00:45:24.347 --> 00:45:27.231
so that it just reminds me of like

00:45:27.291 --> 00:45:28.391
business startup approach.

00:45:28.612 --> 00:45:29.193
Very similar.

00:45:29.652 --> 00:45:30.614
Now we're going to play a game.

00:45:30.695 --> 00:45:31.494
I didn't prep you for this.

00:45:31.534 --> 00:45:32.315
Ready for game time?

00:45:32.896 --> 00:45:33.177
Let's do it.

00:45:37.931 --> 00:45:38.612
All right, game time.

00:45:38.692 --> 00:45:39.052
Here we go.

00:45:39.192 --> 00:45:41.492
We're going to call this endurance mode.

00:45:41.753 --> 00:45:43.492
You live in an endurance world.

00:45:43.512 --> 00:45:44.193
We just talked about it.

00:45:44.213 --> 00:45:45.353
Let's see how fast you can go with

00:45:45.393 --> 00:45:45.673
these.

00:45:45.693 --> 00:45:47.054
I'm going to throw something out.

00:45:47.434 --> 00:45:48.215
You got to answer quickly.

00:45:48.255 --> 00:45:48.914
Don't think, Craig.

00:45:49.914 --> 00:45:50.394
All right.

00:45:50.514 --> 00:45:51.335
What's more important,

00:45:51.454 --> 00:45:53.396
mental or physical endurance?

00:45:53.516 --> 00:45:55.356
From a prehab guy, what's more important,

00:45:55.416 --> 00:45:56.536
mental or physical endurance?

00:45:56.556 --> 00:45:57.297
Mental.

00:45:57.782 --> 00:45:58.222
Big time.

00:45:58.463 --> 00:46:00.364
I say there's five sports in triathlon.

00:46:00.625 --> 00:46:03.268
Swim, bike, run, think, eat.

00:46:03.547 --> 00:46:04.628
If you can't do the other two,

00:46:05.230 --> 00:46:06.590
in a long enough race,

00:46:06.610 --> 00:46:07.411
you're not getting to the end.

00:46:08.152 --> 00:46:11.195
Best snack mid-try.

00:46:11.376 --> 00:46:13.217
You're not probably eating in the swim,

00:46:13.257 --> 00:46:13.818
but bike, run.

00:46:13.838 --> 00:46:16.141
What's the best snack mid-endurance race?

00:46:16.161 --> 00:46:17.702
I'm a good guy.

00:46:17.902 --> 00:46:18.463
Really good.

00:46:19.085 --> 00:46:20.365
I call myself a hummingbird.

00:46:20.385 --> 00:46:24.047
I just live on sugar, thrive on sugar.

00:46:24.706 --> 00:46:26.748
For me, later in the race, Uncrustable.

00:46:26.867 --> 00:46:28.289
I freeze it in the overnight,

00:46:28.369 --> 00:46:29.389
and then by the time I get to

00:46:29.409 --> 00:46:31.889
it, it's cool, but it's not frozen.

00:46:33.110 --> 00:46:34.351
If it's later in the race,

00:46:34.530 --> 00:46:36.351
and we're talking about I can take my

00:46:36.411 --> 00:46:38.472
time with it, if I could have goo,

00:46:38.572 --> 00:46:40.114
and then I'm drinking bone broth, I'm in.

00:46:40.653 --> 00:46:42.414
Yeah, that's a lot of salt.

00:46:42.454 --> 00:46:43.215
It tastes really good.

00:46:44.735 --> 00:46:45.556
Would you rather...

00:46:46.994 --> 00:46:49.456
Run a marathon in Crocs or cycle a

00:46:49.496 --> 00:46:51.177
hundred miles on a fixie?

00:46:51.197 --> 00:46:55.360
Cycle.

00:46:55.400 --> 00:46:59.764
Still a bike guy.

00:46:59.784 --> 00:46:59.923
Like it.

00:46:59.963 --> 00:47:00.804
Here's the important one.

00:47:00.824 --> 00:47:01.525
We're going to hold you to it.

00:47:01.545 --> 00:47:02.206
We're recording this.

00:47:02.985 --> 00:47:04.827
If prehab guys did an adventure race,

00:47:05.027 --> 00:47:06.389
who taps out first?

00:47:06.409 --> 00:47:08.951
Like...

00:47:11.909 --> 00:47:12.849
All right, you're off the hot seat.

00:47:12.869 --> 00:47:13.771
That's endurance mode.

00:47:13.791 --> 00:47:14.012
All right,

00:47:14.072 --> 00:47:16.255
last thing we do on the show, Craig,

00:47:16.335 --> 00:47:17.396
is the parting shot.

00:47:18.418 --> 00:47:20.481
This is the parting shot.

00:47:21.001 --> 00:47:22.443
One last mic drop moment.

00:47:23.085 --> 00:47:23.905
No pressure.

00:47:24.327 --> 00:47:26.429
Just your legacy on the line.

00:47:27.405 --> 00:47:28.025
All right,

00:47:28.085 --> 00:47:30.806
Parting Shot is brought to you by Empower

00:47:31.007 --> 00:47:31.786
EMR.

00:47:31.847 --> 00:47:33.166
Empower EMR,

00:47:34.288 --> 00:47:37.168
a great EMR that is making sure you're

00:47:37.208 --> 00:47:39.048
not stuck in the past.

00:47:39.568 --> 00:47:40.809
If your EMR slows you down,

00:47:40.849 --> 00:47:43.150
Empower gives you speed, clinic workflows,

00:47:43.550 --> 00:47:45.670
and features PTs actually asked for.

00:47:45.730 --> 00:47:47.231
Better notes, faster documentation,

00:47:47.251 --> 00:47:47.871
smoother ops,

00:47:48.351 --> 00:47:49.670
all wrapped in customer support that

00:47:49.690 --> 00:47:50.351
doesn't ghost you.

00:47:50.451 --> 00:47:52.532
Upgrade your clinic's brain with Empower

00:47:52.672 --> 00:47:53.012
EMR.

00:47:54.012 --> 00:47:55.331
Last chance for a mic drop moment.

00:47:55.371 --> 00:47:56.552
This is your kick.

00:47:56.693 --> 00:47:58.552
This is your final quarter mile at Placid.

00:47:58.813 --> 00:47:59.672
What are you going to leave with the

00:47:59.713 --> 00:48:00.952
audience with today?

00:48:02.193 --> 00:48:04.193
I'm going to go back to lines that

00:48:04.233 --> 00:48:06.054
I'm looking at every single day that are

00:48:06.114 --> 00:48:08.534
helping me even adjusting during my own

00:48:08.594 --> 00:48:12.635
life transition phase is feelings follow

00:48:12.675 --> 00:48:15.476
belief, mood follows action,

00:48:16.516 --> 00:48:19.916
and to have strong

00:48:21.498 --> 00:48:24.201
feelings about something to believe in and

00:48:24.221 --> 00:48:26.724
to make it easier to follow action,

00:48:28.025 --> 00:48:30.027
constantly revisit where your purpose is

00:48:30.827 --> 00:48:32.949
and your purpose should be rooted in what

00:48:32.969 --> 00:48:33.869
your values are.

00:48:35.231 --> 00:48:37.293
You should have a set of personal values.

00:48:37.773 --> 00:48:39.074
You should have a set of professional

00:48:39.114 --> 00:48:43.559
values and every action that you take on

00:48:43.599 --> 00:48:44.559
a daily basis

00:48:45.887 --> 00:48:47.648
If it's something that is linked to your

00:48:47.688 --> 00:48:49.371
values, it should energize you.

00:48:49.971 --> 00:48:51.552
If it's something not linked to your

00:48:51.592 --> 00:48:53.273
values, it'll likely drain you.

00:48:53.853 --> 00:48:56.175
And let that help guide what your values

00:48:56.255 --> 00:48:56.396
are.

00:48:57.164 --> 00:48:59.766
But if you have rock solid values and

00:48:59.806 --> 00:49:02.106
the values are linked back to your

00:49:02.146 --> 00:49:02.646
purpose,

00:49:03.226 --> 00:49:07.268
then it's so easy to believe in what

00:49:07.307 --> 00:49:08.387
it is that you want to feel.

00:49:08.668 --> 00:49:12.108
And it's so easy to take action for

00:49:12.188 --> 00:49:14.849
whatever you want your mood to be because

00:49:15.050 --> 00:49:16.329
motivation is fleeting.

00:49:17.090 --> 00:49:19.271
Discipline is challenging as hell.

00:49:20.331 --> 00:49:22.652
But these are things that will just make

00:49:22.672 --> 00:49:25.172
it easy to do whatever it is that

00:49:25.193 --> 00:49:26.813
you want to do on a daily basis.

00:49:27.373 --> 00:49:28.333
And with all that said,

00:49:28.414 --> 00:49:30.795
it's okay if it changes because it will

00:49:30.835 --> 00:49:31.655
change.

00:49:31.735 --> 00:49:32.416
Yep.

00:49:32.476 --> 00:49:32.735
Agreed.

00:49:33.235 --> 00:49:34.336
You guys going to be at CSM?

00:49:34.436 --> 00:49:35.476
It's going to be in California in a

00:49:35.496 --> 00:49:35.898
couple weeks.

00:49:35.918 --> 00:49:36.318
Yeah.

00:49:36.358 --> 00:49:36.818
All right, good.

00:49:37.777 --> 00:49:38.057
All right.

00:49:38.079 --> 00:49:39.278
I'll drop you a message or whatever.

00:49:39.318 --> 00:49:41.780
We'll talk off air because I got some

00:49:41.840 --> 00:49:42.159
ideas.

00:49:42.219 --> 00:49:42.760
But hey,

00:49:42.780 --> 00:49:44.960
appreciate you stopping by and we'll talk

00:49:44.981 --> 00:49:45.842
soon, man.

00:49:45.862 --> 00:49:46.282
Sounds good.

00:49:48.202 --> 00:49:49.284
That's it for this one,

00:49:49.543 --> 00:49:51.146
but we're just getting warmed up.

00:49:51.686 --> 00:49:53.588
Smash follow, send it to a friend,

00:49:53.807 --> 00:49:55.510
or crank up the next episode.

00:49:56.010 --> 00:49:56.871
Want to go deeper?

00:49:57.351 --> 00:50:01.396
Hit us at pgpinecast.com or find us on

00:50:01.436 --> 00:50:03.998
YouTube and socials at pgpinecast.

00:50:04.418 --> 00:50:06.701
And legally, none of this was advice.

00:50:06.760 --> 00:50:09.503
It's for entertainment purposes only.

00:50:09.523 --> 00:50:09.864
Bullshit!

00:50:10.164 --> 00:50:10.784
See, Keith?

00:50:10.965 --> 00:50:12.045
We read the script.

00:50:12.326 --> 00:50:12.987
Happy now?