Does Size Matter in Physical Therapy?

WEBVTT

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Happy Tuesday morning to you

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as we come to you live at 8.30 a.m.

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on the East Coast on Tuesday, August 6th.

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This is PT Breakfast Club,

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Better Late Than Never.

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I will be joined by my co-hosts,

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Tony Maritato and Dave

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Kittle in just a moment,

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but do want to sort of tee you up.

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We're going to talk about complaints,

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bitches, gripes, moans.

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Everybody's got them.

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and they're usually full of something.

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We're gonna keep this show PG-13.

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I don't know if you got kids

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in the car as you're

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driving to or from the clinic,

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so we'll keep it PG-13,

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but I need to let you know.

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We're gonna talk about

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complaints from the

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complaint department and

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some insights into team size,

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which is important, right?

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I mean, hey, if one is good, two is better,

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and three's even greater, right?

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Or is there a problem?

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So that is what we'll discuss today.

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Without further ado,

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let's bring in my co-host,

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From what's round on the end

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and high in the middle, that's Ohio,

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Tony Meritato.

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And from where the Dodgers

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used to roam in Brooklyn,

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there's Dave Kittle.

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Gentlemen, good morning.

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Good morning.

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All right.

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Dave, can you hear us?

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No, he can't hear us.

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We were going to start with

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Dave's idea for this morning,

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but we'll push that back.

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We'll wait until Dave's got

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some internet issues,

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and maybe it's because he

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lives in a busy metropolis.

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But Tony, let's start with you.

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What did you want to talk about today?

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Yeah.

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So, you know, it's funny.

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I didn't realize until you

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said that this is a show all about gripes,

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gripes and complaints and whining.

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So I saw two posts that I

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thought were pretty interesting.

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I'm going to bring one up here.

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This was a question that was

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asked on LinkedIn.

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I want to give credit, Tina,

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Tina Patel Ganaldo.

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She asked, you know,

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if as your team gets bigger,

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does it get better, get worse?

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How does it change things?

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She ran a poll.

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So it's interesting about this.

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Size does matter, doesn't it?

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So when I started,

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when I started my practice,

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it was a therapist.

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I was not a physical therapist.

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So it was a physical therapist and myself.

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She is now my wife.

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Long story short, four beautiful boys.

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But, you know,

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when we hired our first person,

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that wasn't she or myself.

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It was a very different culture,

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very different team,

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a completely different world.

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As we grew, we opened a second location,

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a third location.

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We hired more PTs, OTs.

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We worked with SOPs.

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We had brought billing in-house.

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We did all of this stuff,

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hired a full-time dedicated marketer.

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As the organization grew,

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the person who was amazing,

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and she was phenomenal on a

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three-person team,

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was miserable on a 30-person team.

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Wow.

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So...

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Does, you know,

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does job satisfaction go

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down for some people?

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But I also think that there

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is a reality that some

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people like working on a big team.

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Some people like hiding in the corner.

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Some people like disappearing.

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You know, the bigger the team gets,

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then you get all these

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little subcultures out there.

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So Dave's cracking up.

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you like what's up dave are

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you with us this morning

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morning I just got audio we

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are good a little tech uh

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difficulties but I think

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I'm up and running here we

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go yeah awesome so so real

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quick just to wrap it up um

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you know I i do think that

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we forget as therapists as

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private practice owners

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starting a new business the

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the team that worked at two

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and three members is not

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ever going to be the same

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team that works at 30 and 40 members

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And so what's been your experience, Jimmy?

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You've had different

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opportunities like that.

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Yeah.

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You know,

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this made me think of a

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personality test that I

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took a couple of years ago.

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Have you guys ever heard of

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strengths finders?

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They're all,

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they're all rooted sort of the

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same thing.

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Right.

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And the magic wasn't in the

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results that I got.

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Like, I know it's going to shock you,

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but I got like woo personality,

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communication, idea guy, whatever.

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And I was like, okay, cool.

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But how does this help me?

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the thing that it helped me

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with was when I looked at

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everybody else's on my team

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their results and what I

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found was oh they like

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stuff that I don't and

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because one of my

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personality traits was woo

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winning others over I try

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to make other people happy

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way too much to my own

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detriment um I wasn't

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giving other people tasks

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because I didn't like them

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like spreadsheet stuff is a

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good example so I wasn't

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delegating spreadsheet stuff

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Because in my mind,

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that was a punishment needed to get done.

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But I wanted people to like me.

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So I didn't give it out.

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Meanwhile, that other person was like,

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I love spreadsheet stuff.

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How come he doesn't give me

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more spreadsheet stuff?

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So you sort of made me think of that,

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which is, hey,

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just because a person's

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great on a three person

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team does not mean they're

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going to be great on a 30

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person team because of the

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parts that they liked might be gone now.

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Maybe everything's too big.

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Maybe some of their roles were dispersed.

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Maybe you're like, hey,

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let's take some of the load

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off of this person's plate.

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But the stuff he took off of

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her plate was the stuff she liked,

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was the reason that she was there.

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I worked for Fox Rehab for a

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number of years.

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And the CEO, Tim Fox,

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had a really great line.

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And his line was,

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I know something's wrong.

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When we expand from,

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they started in Pennsylvania,

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then New Jersey,

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then they started expanding out.

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He said,

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I'll know something's wrong when

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someone says it doesn't

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feel the same anymore

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because their whole model was scale,

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right?

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Like individual teams scattered across,

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but you had to have that central culture.

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So just because it worked in

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Pennsylvania and what was working there,

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how do you scale that?

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It's so simple.

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Look at all these unicorn

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companies that go, well,

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we've got a hundred users.

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Let's just put a couple zeros behind this,

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but not everything scales, right?

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And the last thing I'll

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share about this is it

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could also be a communication, like this,

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one of the components is a

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communication issue.

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Have you ever seen this graphic before?

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Tony, Dave, you ever seen that one before?

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It just shows you the line,

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the number of lines of

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communication when you add someone.

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And that's where, when Tony started with,

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hey, with three people, it's simple,

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right?

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It's just Jimmy, Tony, and Dave.

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When you add a fourth person,

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the three lines of

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communication with three

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people become six.

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And by the time you get to 10 people,

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it's 45 lines of communication.

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And to quote Hemingway,

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you didn't think I was

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going to quote Hemingway today,

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the greatest problem in

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communication is when we

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think it's occurred.

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So that's a communication example,

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but not everything scales.

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Bigger isn't necessarily better.

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Dave, what do you think?

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I had some microphone issues,

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so I missed the context of

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the whole intro.

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So I don't really understand

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what you guys are talking about.

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Let me give it to you in 30 seconds.

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Right.

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So essentially,

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we'll bring up that graphic

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again for Dave, which is, hey,

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does does job satisfaction.

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So it wasn't team.

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It wasn't team performance.

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She was asking just job

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satisfaction decrease as

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team size increases.

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And it was a.

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It was a poll question,

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but Tony was bringing up like, hey,

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why would or wouldn't it in

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terms of size?

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Biggers is better, right?

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The more, the merrier.

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I mean,

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I think it's going to depend on

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maybe the...

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organization, the leadership,

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also the mission.

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Is there a mission?

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Is there some North Star

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that they're shooting for?

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We talked about the

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developers at Facebook and

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Google that make 400 grand

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a year or whatever.

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I'm sure they have pretty

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good job satisfaction

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regardless of what product

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or what initiative that

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they're working on.

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And those are massive teams.

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Those are massive companies

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compared to a therapy

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practice that has three

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staff members versus

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20 or 30 or 40.

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I think it probably depends

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on a whole host of things.

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So I could see how it would

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be less job satisfaction as

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a as a practice or as a

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company got larger.

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But at the same time,

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we've all been in big organizations.

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And I think we can vouch or

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at least I can vouch and say,

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I didn't have that much of

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a difference in job

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satisfaction in a smaller

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practice versus a larger.

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But again,

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I think everyone's going to have

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like their own anecdotal experience.

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Ironically,

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big organizations like Facebook

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and Google that you mentioned,

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they work in cells.

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They structure it.

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I'm sure it's for other

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reasons to focus on

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projects and get things completed,

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but they actually focus on

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things like that in terms

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of team size and

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understanding who's seeing who.

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Yeah.

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one of the things real quick

00:08:53.227 --> 00:08:54.188
I always think about with

00:08:54.229 --> 00:08:55.649
larger organizations so we

00:08:55.690 --> 00:08:56.890
know elon musk bought

00:08:56.931 --> 00:08:58.613
twitter comes in fire six

00:08:58.653 --> 00:09:00.553
thousand people it's like

00:09:01.154 --> 00:09:02.716
so again we're like okay

00:09:02.755 --> 00:09:03.756
well what's job

00:09:03.777 --> 00:09:05.238
satisfaction how is it

00:09:05.278 --> 00:09:06.278
measured who's who

00:09:06.318 --> 00:09:07.539
determines it obviously the

00:09:07.600 --> 00:09:09.561
person the employee but

00:09:09.741 --> 00:09:10.701
those are six thousand

00:09:10.802 --> 00:09:12.464
unnecessary people you know

00:09:12.504 --> 00:09:13.725
and and I talked to a buddy

00:09:13.764 --> 00:09:14.644
of mine this is this is a

00:09:14.686 --> 00:09:16.047
funny story I'll just share real quick

00:09:16.586 --> 00:09:17.967
So you guys know I went to

00:09:17.988 --> 00:09:19.389
the game Friday night,

00:09:19.528 --> 00:09:20.729
Reds versus Giants.

00:09:20.769 --> 00:09:21.669
We got spanked.

00:09:22.230 --> 00:09:23.370
Guy pitched a no-hitter.

00:09:23.730 --> 00:09:25.412
It's the most boring game

00:09:25.871 --> 00:09:27.232
I've ever been to in my life.

00:09:27.293 --> 00:09:28.793
But then we went back Saturday night.

00:09:28.833 --> 00:09:30.134
We weren't expecting to do this.

00:09:30.153 --> 00:09:33.155
A buddy of mine texts us on

00:09:33.176 --> 00:09:34.856
the way home from the worst game.

00:09:34.876 --> 00:09:36.677
And he's like, hey, we've got box seats,

00:09:36.798 --> 00:09:37.437
four tickets.

00:09:37.979 --> 00:09:39.219
You and your wife, come join us.

00:09:39.259 --> 00:09:40.039
We're like, cool.

00:09:40.100 --> 00:09:40.820
We never did that.

00:09:40.980 --> 00:09:41.500
Okay, we'll go.

00:09:42.421 --> 00:09:43.400
we get there I'm talking to

00:09:43.441 --> 00:09:45.581
my buddy um and I'm like so

00:09:45.861 --> 00:09:47.581
explain to me what you do I

00:09:47.642 --> 00:09:48.722
still don't understand what

00:09:48.763 --> 00:09:50.043
you do he works for a big

00:09:50.082 --> 00:09:52.203
insurance company and he's

00:09:52.244 --> 00:09:53.403
like well you know I used

00:09:53.423 --> 00:09:54.803
to do project management

00:09:54.823 --> 00:09:56.225
and then my boss we got

00:09:56.264 --> 00:09:57.504
acquired and all this stuff

00:09:57.524 --> 00:09:58.445
so they just kind of keep

00:09:58.485 --> 00:10:00.086
me around when there's a

00:10:00.125 --> 00:10:01.966
problem I can solve it that

00:10:01.985 --> 00:10:03.046
sounds like a song I know

00:10:03.066 --> 00:10:04.267
that that's a lyric when

00:10:04.287 --> 00:10:05.506
there's a problem if you've

00:10:05.527 --> 00:10:07.628
got a problem you'll all solve it so

00:10:09.827 --> 00:10:10.808
So I'm thinking to myself,

00:10:10.889 --> 00:10:11.749
I'm sitting here, I'm like,

00:10:11.828 --> 00:10:14.029
these therapists, me, we,

00:10:15.110 --> 00:10:16.350
we kill ourselves every

00:10:16.389 --> 00:10:17.410
minute of every day,

00:10:17.490 --> 00:10:18.530
squeezing as much

00:10:18.591 --> 00:10:20.072
productivity as we humanly

00:10:20.152 --> 00:10:21.912
possibly can out of it.

00:10:22.552 --> 00:10:25.133
And this guy, amazing guy, super sweet,

00:10:25.192 --> 00:10:26.254
super nice, very smart.

00:10:27.073 --> 00:10:30.736
He sits there on payroll, mid six figures,

00:10:30.856 --> 00:10:33.359
most likely, until there's a problem.

00:10:33.678 --> 00:10:35.620
And then when there's a problem, I said,

00:10:35.980 --> 00:10:37.701
you don't actually solve it.

00:10:37.722 --> 00:10:39.203
You go and find the people

00:10:39.264 --> 00:10:42.426
who solve it because you're not a coder.

00:10:42.485 --> 00:10:43.586
You're not a marketer.

00:10:43.647 --> 00:10:44.548
You're not a lawyer.

00:10:44.587 --> 00:10:45.928
You're not any of these things.

00:10:45.989 --> 00:10:46.850
You're a connector.

00:10:47.889 --> 00:10:49.390
And so you go and find the

00:10:49.431 --> 00:10:51.152
people that actually do the work.

00:10:51.231 --> 00:10:52.793
And so to think that a

00:10:52.873 --> 00:10:55.374
company at that scale can

00:10:55.614 --> 00:10:57.514
have people around just in

00:10:57.575 --> 00:10:59.395
case at mid six figure

00:10:59.515 --> 00:11:02.638
salaries is crazy to us

00:11:03.217 --> 00:11:04.759
because we know how hard we

00:11:04.798 --> 00:11:05.779
work and everything we do.

00:11:06.299 --> 00:11:08.520
So again, yeah, he loves his job,

00:11:08.600 --> 00:11:09.980
high job satisfaction.

00:11:10.020 --> 00:11:11.100
But I think somebody else

00:11:11.120 --> 00:11:12.182
who wants to feel like they

00:11:12.221 --> 00:11:13.022
have an impact,

00:11:13.101 --> 00:11:14.062
somebody else who wants to

00:11:14.101 --> 00:11:16.043
keep a patient from going

00:11:16.082 --> 00:11:17.003
to a nursing home and

00:11:17.043 --> 00:11:18.764
staying in their personal residence.

00:11:19.264 --> 00:11:20.224
I don't think that person

00:11:20.244 --> 00:11:21.585
would have job satisfaction

00:11:21.625 --> 00:11:22.304
in that position.

00:11:22.585 --> 00:11:23.664
Can I make a prediction?

00:11:24.125 --> 00:11:25.225
So you just you just

00:11:25.265 --> 00:11:26.666
described like essentially

00:11:28.147 --> 00:11:29.486
my dad was a New York City fireman.

00:11:29.547 --> 00:11:31.246
The gripe between like cops

00:11:31.307 --> 00:11:32.687
and firemen was always funny, right?

00:11:33.227 --> 00:11:33.869
And it was like, well,

00:11:33.889 --> 00:11:35.029
firemen don't do anything.

00:11:35.070 --> 00:11:36.291
They just sit around and wait.

00:11:36.370 --> 00:11:36.892
And I was like, yeah,

00:11:36.912 --> 00:11:37.712
until the bell rings.

00:11:37.793 --> 00:11:39.053
And they didn't do a lot of things.

00:11:39.433 --> 00:11:40.495
But what you just described

00:11:40.514 --> 00:11:41.495
was the fire chief.

00:11:42.317 --> 00:11:43.839
Fire chief wears a helmet,

00:11:43.859 --> 00:11:45.460
but doesn't typically run in the building,

00:11:45.519 --> 00:11:48.023
except when he's needed to

00:11:48.102 --> 00:11:49.144
put the people in the right

00:11:49.183 --> 00:11:50.284
position to stop the fire

00:11:50.304 --> 00:11:51.105
from spreading and save

00:11:51.166 --> 00:11:52.707
people is terribly important.

00:11:52.748 --> 00:11:53.849
So my prediction is this.

00:11:54.946 --> 00:11:55.606
You mentioned sort of

00:11:55.687 --> 00:11:57.087
project management in the future.

00:11:57.967 --> 00:12:00.210
We know now it used to be

00:12:00.711 --> 00:12:02.412
media companies had tech divisions.

00:12:02.471 --> 00:12:03.692
Now tech companies and every

00:12:03.753 --> 00:12:04.653
company has a media

00:12:04.673 --> 00:12:05.914
division or a media person.

00:12:06.394 --> 00:12:07.235
I think there's going to be

00:12:07.255 --> 00:12:09.778
a media person in three to five years,

00:12:09.837 --> 00:12:10.638
maybe even less,

00:12:11.119 --> 00:12:12.159
that's making a lot of

00:12:12.279 --> 00:12:13.801
money and their job is to come in.

00:12:14.520 --> 00:12:15.642
You just described a consultant.

00:12:15.682 --> 00:12:16.482
I'm going to come in and go,

00:12:16.643 --> 00:12:17.384
what's your biggest problem?

00:12:17.903 --> 00:12:19.745
I will not know how to graphic design.

00:12:19.764 --> 00:12:21.025
I won't shoot a video.

00:12:21.086 --> 00:12:22.145
I won't stand in front of a camera.

00:12:22.166 --> 00:12:23.126
I won't hold a microphone.

00:12:23.386 --> 00:12:24.187
But I'll be able to put the

00:12:24.227 --> 00:12:25.567
pieces together to go, okay,

00:12:25.607 --> 00:12:26.828
here's the campaign we should run.

00:12:27.870 --> 00:12:29.210
Because we understand,

00:12:29.431 --> 00:12:31.211
and this is a good radio

00:12:31.231 --> 00:12:33.013
segue into my gripe,

00:12:33.113 --> 00:12:34.273
my complaint of the day,

00:12:34.774 --> 00:12:36.254
which is we're not in the

00:12:36.293 --> 00:12:37.014
healthcare business.

00:12:38.365 --> 00:12:40.186
someone disagreed with me and took a few,

00:12:40.785 --> 00:12:41.166
I don't know.

00:12:41.667 --> 00:12:42.586
I took it, I was like,

00:12:42.706 --> 00:12:44.368
maybe this is a person taking a shot.

00:12:44.388 --> 00:12:46.249
So I'll share the original post.

00:12:47.509 --> 00:12:49.811
I shared this at PT Pinecast on Facebook.

00:12:49.910 --> 00:12:51.371
And the original post was this.

00:12:53.018 --> 00:12:55.339
And I said, healthcare isn't tell business,

00:12:55.960 --> 00:12:57.919
healthcare is show business.

00:12:58.280 --> 00:12:59.801
The faster you realize that,

00:13:00.162 --> 00:13:02.763
the more people you can help, right?

00:13:03.102 --> 00:13:05.063
Now off the bat, Tony,

00:13:05.104 --> 00:13:06.985
does this seem cryptic to you?

00:13:07.024 --> 00:13:08.206
That's a word I want to use

00:13:08.285 --> 00:13:09.385
because I was accused of

00:13:09.405 --> 00:13:10.447
this as being cryptic.

00:13:10.547 --> 00:13:12.908
Does that seem cryptic to you?

00:13:13.548 --> 00:13:15.708
No, that seems pretty straightforward.

00:13:15.729 --> 00:13:16.210
All right.

00:13:16.470 --> 00:13:17.529
Now I can see that someone

00:13:17.570 --> 00:13:19.270
doesn't understand it or says like, hey,

00:13:19.311 --> 00:13:19.932
get to the point.

00:13:20.111 --> 00:13:21.231
I thought in three sentences,

00:13:21.432 --> 00:13:22.273
I got to the point.

00:13:23.105 --> 00:13:23.285
Right.

00:13:23.586 --> 00:13:24.847
But I can go deeper and say, hey,

00:13:24.888 --> 00:13:25.567
just because you don't

00:13:25.587 --> 00:13:26.489
understand it doesn't mean

00:13:26.528 --> 00:13:28.390
I was doesn't mean I was sorry,

00:13:28.410 --> 00:13:29.532
just just because I think I

00:13:29.572 --> 00:13:30.273
was clear doesn't mean

00:13:30.413 --> 00:13:31.192
you're going to understand it.

00:13:31.234 --> 00:13:31.913
So here's what I meant.

00:13:32.495 --> 00:13:33.696
If we keep telling people

00:13:33.755 --> 00:13:35.096
that we're evidence based,

00:13:35.116 --> 00:13:36.337
I use this example a lot or

00:13:36.378 --> 00:13:37.678
have these certifications

00:13:37.740 --> 00:13:39.421
or we're the we're the

00:13:39.480 --> 00:13:40.782
great report from the APTA

00:13:40.822 --> 00:13:41.403
that they put out that

00:13:41.423 --> 00:13:42.783
showed how fantastic and

00:13:42.823 --> 00:13:44.306
how cost savings we were in

00:13:44.405 --> 00:13:45.206
certain conditions.

00:13:45.606 --> 00:13:46.748
That's telling people.

00:13:47.912 --> 00:13:48.552
what we can do.

00:13:49.494 --> 00:13:50.514
I like it better when I'm on

00:13:50.554 --> 00:13:51.775
Instagram and I see some

00:13:52.035 --> 00:13:54.379
random PT clinic from Iowa.

00:13:54.399 --> 00:13:54.918
I don't know why we're

00:13:54.938 --> 00:13:55.759
always making fun of Iowa,

00:13:55.779 --> 00:13:56.902
but no one know where Iowa,

00:13:57.261 --> 00:13:57.822
love you Iowa.

00:13:58.383 --> 00:13:58.482
But,

00:13:58.783 --> 00:14:00.164
and they make a great video about a

00:14:00.205 --> 00:14:00.865
person and what,

00:14:00.966 --> 00:14:01.966
how they helped a person

00:14:02.006 --> 00:14:03.388
get back to doing person things.

00:14:03.629 --> 00:14:05.269
To me, the difference is,

00:14:06.673 --> 00:14:07.633
Tell versus show.

00:14:07.993 --> 00:14:09.734
Show me that person that looks like me.

00:14:09.894 --> 00:14:11.475
The faster you realize that,

00:14:11.514 --> 00:14:12.575
the more people you can help.

00:14:13.034 --> 00:14:13.794
So that is what I was

00:14:13.835 --> 00:14:14.735
getting at with my post.

00:14:14.975 --> 00:14:16.875
But you understand that you

00:14:16.916 --> 00:14:18.057
have to be brief and get there.

00:14:19.336 --> 00:14:20.717
Well, then comes the complaint,

00:14:20.918 --> 00:14:22.878
because the theme today is complaints.

00:14:23.818 --> 00:14:25.099
So I don't know Dave.

00:14:25.458 --> 00:14:26.240
His name looks familiar.

00:14:26.259 --> 00:14:28.039
Maybe I've interacted with him online.

00:14:28.360 --> 00:14:30.480
Dave disagrees and says,

00:14:30.600 --> 00:14:32.261
health care is a money business.

00:14:33.062 --> 00:14:35.523
Let's try stopping these cryptic posts

00:14:36.431 --> 00:14:39.335
Dude, dude, what are you talking about?

00:14:39.375 --> 00:14:40.275
You have a good platform.

00:14:40.336 --> 00:14:41.258
Throw a hard punch.

00:14:41.357 --> 00:14:42.940
Call the APTA out for being

00:14:43.000 --> 00:14:43.780
in bed with Mills.

00:14:43.880 --> 00:14:44.783
Call them out on cuts.

00:14:45.143 --> 00:14:45.663
Follow through.

00:14:45.903 --> 00:14:46.404
Hold on a second.

00:14:46.865 --> 00:14:47.866
Dave lost me real quick.

00:14:47.966 --> 00:14:49.249
Did I mention the APTA at

00:14:49.328 --> 00:14:50.309
all in my original post?

00:14:50.350 --> 00:14:51.692
I don't feel like I did.

00:14:52.525 --> 00:14:53.687
I also don't think I was cryptic,

00:14:53.726 --> 00:14:55.327
but maybe I was unclear.

00:14:56.089 --> 00:14:59.471
Dave continues in his post, hell,

00:14:59.511 --> 00:15:00.373
if you think healthcare is

00:15:00.413 --> 00:15:01.214
truly a business,

00:15:01.714 --> 00:15:02.595
tell me what business can

00:15:02.634 --> 00:15:04.677
survive on three to 15%

00:15:04.677 --> 00:15:06.958
less yearly based on whimsical slashes.

00:15:07.399 --> 00:15:08.220
Look at Prime Day,

00:15:08.379 --> 00:15:10.402
tons of profit on perceived sales.

00:15:10.701 --> 00:15:11.863
Thank you for proving my point, Dave.

00:15:11.942 --> 00:15:13.043
Prime Day is all about attention,

00:15:13.083 --> 00:15:13.764
but we'll keep going.

00:15:14.544 --> 00:15:16.666
You don't need another cash-based PT guru.

00:15:17.285 --> 00:15:18.985
Sorry to the GTs and ALs.

00:15:19.145 --> 00:15:19.765
I think I know what he's

00:15:19.806 --> 00:15:20.485
talking about there.

00:15:20.505 --> 00:15:22.067
You need someone to throw a

00:15:22.147 --> 00:15:24.506
punch and show up the system.

00:15:24.846 --> 00:15:26.008
Again, I don't know who the system is.

00:15:26.107 --> 00:15:27.268
Is APTA the system?

00:15:27.668 --> 00:15:28.447
Is CMS?

00:15:28.567 --> 00:15:29.489
Is insurance companies?

00:15:29.509 --> 00:15:30.089
Because he hasn't brought

00:15:30.109 --> 00:15:31.269
insurance companies up, right?

00:15:31.509 --> 00:15:33.509
So, hey, if someone's being cryptic, Dave,

00:15:33.850 --> 00:15:34.509
I'm a little lost.

00:15:34.649 --> 00:15:35.610
But we're only halfway through.

00:15:35.830 --> 00:15:36.590
Maybe he clears it up.

00:15:38.211 --> 00:15:38.910
You're a part of AOPT.

00:15:40.714 --> 00:15:41.995
because I do communications

00:15:42.014 --> 00:15:43.615
consulting for the Academy

00:15:43.635 --> 00:15:44.917
of Orthopedic Physical Therapy,

00:15:45.417 --> 00:15:46.096
because I think they have a

00:15:46.116 --> 00:15:46.918
lot of good information and

00:15:46.937 --> 00:15:47.597
they need to get it out.

00:15:48.298 --> 00:15:49.219
You're part of AFPT,

00:15:49.558 --> 00:15:52.000
yet no OCS will likely see a raise,

00:15:52.280 --> 00:15:53.761
but we do it for the love

00:15:53.802 --> 00:15:54.542
of patient care.

00:15:55.082 --> 00:15:56.202
Maybe that's why you do it, Dave,

00:15:56.484 --> 00:15:57.063
but please don't

00:15:57.083 --> 00:15:57.844
extrapolate your own

00:15:57.903 --> 00:15:59.205
feelings on the rest of the profession.

00:15:59.644 --> 00:16:00.346
We'll do that ourselves.

00:16:01.639 --> 00:16:03.039
love what I do I hate my

00:16:03.080 --> 00:16:04.341
industry we can no longer

00:16:04.400 --> 00:16:06.182
put makeup on this dead pig

00:16:06.201 --> 00:16:07.442
I think it's lipstick on a

00:16:07.482 --> 00:16:08.683
pig but I like the analogy

00:16:09.124 --> 00:16:10.765
we need to be better throw

00:16:10.806 --> 00:16:12.346
a hard punch speak a hard

00:16:12.447 --> 00:16:14.768
truth it's more moving than

00:16:14.807 --> 00:16:17.309
a pleasant eye and really

00:16:17.350 --> 00:16:18.291
really quick this is dave

00:16:18.331 --> 00:16:19.331
graham this is not dave

00:16:19.371 --> 00:16:20.292
kittel this is not a dave

00:16:20.312 --> 00:16:22.514
kittle for dave I just he

00:16:22.573 --> 00:16:23.654
only said his first name I

00:16:23.674 --> 00:16:24.514
got to make sure for the

00:16:24.595 --> 00:16:25.716
audience out there if

00:16:25.735 --> 00:16:26.736
they're listening on audio

00:16:26.756 --> 00:16:27.596
or something okay go ahead

00:16:27.636 --> 00:16:28.638
sometimes I forget we do a

00:16:28.677 --> 00:16:29.818
podcast the radio guy

00:16:29.859 --> 00:16:30.600
forgot we do a podcast

00:16:31.826 --> 00:16:34.226
So I just responded and said, hey, Dave,

00:16:34.267 --> 00:16:35.427
love multiple perspectives.

00:16:35.488 --> 00:16:36.729
Didn't think this was being cryptic.

00:16:37.028 --> 00:16:38.428
Happy to discuss on a live stream.

00:16:38.548 --> 00:16:39.629
What's a good email address?

00:16:39.789 --> 00:16:41.350
I would love to have had him on live.

00:16:41.551 --> 00:16:42.971
He did not respond for comment.

00:16:43.652 --> 00:16:45.072
I DMed him a few days later and said,

00:16:45.113 --> 00:16:46.614
sorry, I didn't get this, whatever.

00:16:47.413 --> 00:16:48.153
So here's the thing.

00:16:48.794 --> 00:16:49.215
Number one,

00:16:49.254 --> 00:16:50.436
I didn't think I was being cryptic.

00:16:50.655 --> 00:16:52.496
And his first line is disagree.

00:16:52.517 --> 00:16:53.677
Healthcare is a money business.

00:16:54.357 --> 00:16:55.197
I also agree.

00:16:55.238 --> 00:16:56.178
Two things can be true.

00:16:57.158 --> 00:16:58.379
You can't really make money

00:16:58.419 --> 00:16:59.639
unless you get someone's attention.

00:16:59.980 --> 00:17:00.740
Not today you can't.

00:17:00.980 --> 00:17:01.520
Maybe 15,

00:17:01.520 --> 00:17:02.822
20 years ago when it was just

00:17:03.381 --> 00:17:04.762
maybe referral-based or you

00:17:04.782 --> 00:17:06.584
could buy all the media in

00:17:06.604 --> 00:17:08.305
a market at a reasonable

00:17:08.345 --> 00:17:09.925
rate and own the market, right?

00:17:09.945 --> 00:17:11.185
Then you could buy attention.

00:17:11.266 --> 00:17:12.547
Now, you can still buy attention.

00:17:12.586 --> 00:17:13.827
So I do think money is in play.

00:17:14.567 --> 00:17:15.607
But I think the beginning of

00:17:15.788 --> 00:17:16.868
the point of my very

00:17:16.929 --> 00:17:19.109
cryptic quote or post was

00:17:19.851 --> 00:17:21.290
you have to earn attention.

00:17:22.231 --> 00:17:23.112
And I love to bring up

00:17:23.211 --> 00:17:24.133
funnels and pyramids,

00:17:24.173 --> 00:17:26.513
but we love to talk about this no –

00:17:26.513 --> 00:17:27.974
like, trust.

00:17:28.536 --> 00:17:30.616
And that is based on attention, not money.

00:17:31.857 --> 00:17:33.219
Because if I keep paying you

00:17:33.618 --> 00:17:35.201
for you to know, like, and trust me,

00:17:35.320 --> 00:17:36.461
the minute I stop paying,

00:17:36.801 --> 00:17:38.522
the minute you stop knowing me, liking me,

00:17:38.542 --> 00:17:39.564
and trusting me.

00:17:39.804 --> 00:17:41.065
There are relationships like that.

00:17:41.685 --> 00:17:42.905
It's called the oldest profession.

00:17:42.946 --> 00:17:44.627
It's a transactional relationship.

00:17:44.688 --> 00:17:45.709
I will hang out with you as

00:17:45.749 --> 00:17:46.950
long as you are handing me money.

00:17:47.650 --> 00:17:48.931
So I do think healthcare is

00:17:48.990 --> 00:17:49.832
a money business,

00:17:49.892 --> 00:17:50.992
but what I'm getting at is

00:17:51.012 --> 00:17:51.932
you have to earn people's

00:17:51.972 --> 00:17:53.473
attention first.

00:17:54.275 --> 00:17:55.175
And then he went into some

00:17:55.236 --> 00:17:56.556
sideways rants about me

00:17:56.596 --> 00:17:58.278
needing to take a shot at the APTA.

00:17:58.298 --> 00:17:59.538
Do you think the APTA is up

00:17:59.577 --> 00:18:00.398
at 830 in the morning

00:18:00.439 --> 00:18:01.500
watching me or caring what

00:18:01.519 --> 00:18:02.619
we're doing on this live stream?

00:18:02.660 --> 00:18:03.141
Maybe they are.

00:18:03.201 --> 00:18:03.800
I mean, you know,

00:18:03.820 --> 00:18:04.681
a nice place in my heart.

00:18:06.041 --> 00:18:07.522
I will rap and then get your thoughts.

00:18:07.583 --> 00:18:08.624
My rap is I am a member of

00:18:08.683 --> 00:18:10.105
APTA and here is my

00:18:10.184 --> 00:18:11.965
decision tree for doing so.

00:18:12.006 --> 00:18:13.166
And I'll share this with

00:18:13.227 --> 00:18:13.926
everybody because I was

00:18:14.227 --> 00:18:15.647
talking about this online as well.

00:18:16.489 --> 00:18:18.690
If you agree with APTA and by agree,

00:18:18.869 --> 00:18:19.931
you don't have to agree with everything.

00:18:20.131 --> 00:18:20.931
Just do you think they're

00:18:21.112 --> 00:18:21.852
good for the greater good?

00:18:21.872 --> 00:18:22.673
Are they worth 500 bucks a year?

00:18:24.730 --> 00:18:26.490
If you think so, join APTA.

00:18:27.471 --> 00:18:29.751
If you don't, don't join APTA.

00:18:30.912 --> 00:18:32.113
But both of those lead to

00:18:32.272 --> 00:18:33.512
immediately begin working

00:18:33.553 --> 00:18:35.933
on solving your own problems.

00:18:36.153 --> 00:18:37.115
This fork in the road

00:18:37.295 --> 00:18:38.714
diverges and then comes right back.

00:18:39.275 --> 00:18:39.996
And that's repeat.

00:18:40.336 --> 00:18:40.756
That's it.

00:18:41.496 --> 00:18:43.376
I don't hand APTA $500 and go,

00:18:43.436 --> 00:18:44.376
they've got it from here.

00:18:44.676 --> 00:18:45.877
I'll just sit back and wait

00:18:45.897 --> 00:18:46.778
for them to solve stuff.

00:18:47.218 --> 00:18:48.638
I'm glad they solve problems

00:18:48.778 --> 00:18:49.898
I don't know how to solve,

00:18:50.720 --> 00:18:51.839
agree that needs solving,

00:18:51.960 --> 00:18:53.681
and I'm glad someone else is doing it.

00:18:54.280 --> 00:18:55.240
just like the person that

00:18:55.320 --> 00:18:57.082
fixes my air conditioning unit.

00:18:57.281 --> 00:18:58.481
No one needs to get done.

00:18:58.501 --> 00:19:00.202
I don't really know how he does it.

00:19:00.303 --> 00:19:01.442
Would hope it comes through.

00:19:01.462 --> 00:19:03.644
But I do check in.

00:19:03.844 --> 00:19:05.423
And every year when I go to

00:19:05.503 --> 00:19:06.664
re-up for 500 bucks,

00:19:06.704 --> 00:19:07.865
I sort of look and decide

00:19:08.045 --> 00:19:10.105
every single year if that

00:19:10.145 --> 00:19:11.746
decision tree is part of it.

00:19:13.665 --> 00:19:15.207
I think Dave Kittle come

00:19:15.247 --> 00:19:16.367
into the conversation,

00:19:16.508 --> 00:19:18.910
you kind of do that.

00:19:19.029 --> 00:19:21.811
You went concierge, cash base,

00:19:21.832 --> 00:19:22.972
you built your business,

00:19:23.073 --> 00:19:25.034
you're not dependent on reimbursement,

00:19:25.074 --> 00:19:26.214
you're not dependent on any

00:19:26.255 --> 00:19:28.016
of the factors that so many

00:19:28.056 --> 00:19:29.958
people tend to complain about now.

00:19:30.698 --> 00:19:34.419
I totally empathize with Dave Grams.

00:19:35.058 --> 00:19:36.519
I relate to what he's saying.

00:19:36.680 --> 00:19:37.500
I understand it.

00:19:38.380 --> 00:19:39.560
I think he's frustrated.

00:19:39.621 --> 00:19:40.901
I think he had that comment

00:19:40.941 --> 00:19:42.121
loaded and ready to go and

00:19:42.161 --> 00:19:43.942
was just looking for a place to share it.

00:19:44.461 --> 00:19:45.521
So I get it.

00:19:46.002 --> 00:19:47.022
But at the same time,

00:19:47.083 --> 00:19:48.423
I want to hear from Dave Kittle.

00:19:50.683 --> 00:19:52.365
You went left when everybody

00:19:52.424 --> 00:19:53.525
else is trying to go right.

00:19:54.962 --> 00:19:55.323
So yeah,

00:19:55.462 --> 00:19:57.884
I'll put some more behind that in

00:19:57.924 --> 00:19:58.244
a second.

00:19:58.345 --> 00:19:59.125
I agree with you, Tony.

00:19:59.205 --> 00:20:00.567
In my mind,

00:20:00.606 --> 00:20:01.907
I was ready to say the exact same thing,

00:20:01.928 --> 00:20:03.648
which is Dave Grahams had

00:20:03.729 --> 00:20:06.391
this preconceived thing about the OCS,

00:20:06.451 --> 00:20:07.991
the APTA, the profession,

00:20:08.632 --> 00:20:13.295
and even the shot at the cash PT gurus,

00:20:13.315 --> 00:20:14.215
whatever.

00:20:14.375 --> 00:20:16.497
He had all of this ready to roll.

00:20:16.596 --> 00:20:18.117
He's been thinking about this stuff for,

00:20:18.137 --> 00:20:19.519
I don't know, years or whatever.

00:20:20.180 --> 00:20:21.921
And your random post about

00:20:22.260 --> 00:20:24.603
healthcare is show business.

00:20:25.303 --> 00:20:27.163
like was not even, um,

00:20:28.084 --> 00:20:29.223
not even a call to action

00:20:29.523 --> 00:20:31.064
for him to post his, his,

00:20:31.324 --> 00:20:32.443
his beliefs and his

00:20:32.483 --> 00:20:33.203
emotions and all that.

00:20:33.944 --> 00:20:36.144
Um, but he just, yeah, Tony,

00:20:36.224 --> 00:20:37.184
he just needed a place.

00:20:37.325 --> 00:20:39.066
He just wanted to get that out there.

00:20:39.246 --> 00:20:40.486
And it's like, there's not,

00:20:40.566 --> 00:20:41.185
I don't really see the

00:20:41.246 --> 00:20:42.405
connection completely.

00:20:42.465 --> 00:20:43.766
Like he,

00:20:44.066 --> 00:20:45.547
his comment is like a separate

00:20:45.567 --> 00:20:46.626
post to itself.

00:20:47.106 --> 00:20:48.047
One seems a little cryptic.

00:20:48.307 --> 00:20:49.406
I wanted to say who hurt you.

00:20:50.387 --> 00:20:51.167
Yes, exactly.

00:20:51.248 --> 00:20:51.708
Exactly.

00:20:51.728 --> 00:20:51.887
Yeah.

00:20:53.632 --> 00:20:54.192
Who hurt you?

00:20:54.771 --> 00:20:56.232
And you being annoyed at

00:20:56.452 --> 00:20:57.794
doing these things and not

00:20:57.834 --> 00:20:58.874
getting the result that you

00:20:58.953 --> 00:21:00.354
thought is completely valid.

00:21:01.434 --> 00:21:03.435
Except those promises weren't made, right?

00:21:03.476 --> 00:21:05.195
We were taught when we take the NPTE,

00:21:05.256 --> 00:21:06.116
make sure you answer the

00:21:06.136 --> 00:21:07.057
question being asked.

00:21:07.537 --> 00:21:07.676
Like,

00:21:07.777 --> 00:21:09.097
make sure you understand the promises

00:21:09.137 --> 00:21:10.357
being made, right?

00:21:10.417 --> 00:21:11.258
And just because someone

00:21:11.337 --> 00:21:13.318
told you this somewhere, oh,

00:21:13.338 --> 00:21:14.779
become an OCS, you'll make more money.

00:21:14.799 --> 00:21:17.760
Did those organizations who...

00:21:18.904 --> 00:21:19.905
I don't like the OCS.

00:21:19.965 --> 00:21:21.248
Like that's not even APTA.

00:21:21.288 --> 00:21:23.810
That's ABPTRFE or ABT.

00:21:23.830 --> 00:21:24.112
I don't know.

00:21:24.132 --> 00:21:25.432
There's a lot of acronyms or

00:21:25.614 --> 00:21:27.215
acronyms in PT, but yeah.

00:21:27.256 --> 00:21:28.116
Who hurt you, Dave?

00:21:28.356 --> 00:21:29.417
Like, let's get you on the show.

00:21:29.458 --> 00:21:30.380
Let's get to the bottom of this.

00:21:31.516 --> 00:21:31.695
Yes.

00:21:31.776 --> 00:21:33.336
But then, so then Tony was saying that,

00:21:33.396 --> 00:21:35.178
you know, we went a different,

00:21:35.198 --> 00:21:35.817
or I went a different

00:21:35.837 --> 00:21:36.958
direction with my practice

00:21:36.998 --> 00:21:38.078
versus what was available.

00:21:38.159 --> 00:21:39.298
So, you know, that's,

00:21:39.378 --> 00:21:39.980
this is another thing.

00:21:40.000 --> 00:21:40.859
Like there's a,

00:21:40.920 --> 00:21:41.881
there's a lot of Facebook groups,

00:21:41.980 --> 00:21:43.601
including the,

00:21:43.941 --> 00:21:45.622
there's a New York state PT group.

00:21:45.642 --> 00:21:46.823
Jimmy's probably in, I don't know,

00:21:46.863 --> 00:21:48.943
but in New York,

00:21:48.983 --> 00:21:49.663
like some of these

00:21:49.884 --> 00:21:50.944
insurance payers are paying

00:21:50.984 --> 00:21:54.965
like an embarrassingly low rate,

00:21:55.006 --> 00:21:55.567
like $50 a visit or 60 or

00:21:55.586 --> 00:21:56.186
even 70 or whatever.

00:21:56.247 --> 00:21:56.326
And,

00:21:58.968 --> 00:21:59.949
I guess if you have a volume

00:21:59.969 --> 00:22:00.809
based clinic and you have

00:22:00.829 --> 00:22:01.630
an outpatient clinic,

00:22:01.849 --> 00:22:02.871
maybe you can make it work.

00:22:02.891 --> 00:22:03.852
You got to be really good, though.

00:22:03.872 --> 00:22:04.532
You got to be good

00:22:04.633 --> 00:22:05.753
operationally and also

00:22:05.814 --> 00:22:07.375
legally and compliantly with coding.

00:22:07.394 --> 00:22:08.195
But you got to be really

00:22:08.236 --> 00:22:10.096
good operationally to have

00:22:10.217 --> 00:22:11.598
some model kind of like a

00:22:11.679 --> 00:22:13.921
Tony Maritato model that makes sense.

00:22:13.980 --> 00:22:18.203
And you have a flow and the

00:22:18.243 --> 00:22:19.845
ability to actually make it profitable.

00:22:20.885 --> 00:22:21.826
uh I looked at those

00:22:21.866 --> 00:22:23.686
reimbursement rates and

00:22:23.807 --> 00:22:25.307
hearing hearing all that

00:22:25.347 --> 00:22:27.288
I'm like why like starting

00:22:27.308 --> 00:22:29.450
my practice back in I don't

00:22:29.470 --> 00:22:30.810
know like 2017 or something

00:22:31.230 --> 00:22:32.990
like I'm not gonna go and

00:22:33.672 --> 00:22:34.852
try to even get into these

00:22:34.912 --> 00:22:35.873
insurance in network

00:22:35.893 --> 00:22:36.673
contracts a lot of the

00:22:36.712 --> 00:22:37.693
panels are probably closed

00:22:37.753 --> 00:22:38.913
anyway but it's like why

00:22:38.953 --> 00:22:40.775
would I even go and try to

00:22:40.815 --> 00:22:43.435
do that uh it just I don't

00:22:43.476 --> 00:22:44.276
know I don't know how to

00:22:44.435 --> 00:22:45.297
how well if you tony if you

00:22:45.317 --> 00:22:46.096
want to like ask follow-up

00:22:46.116 --> 00:22:46.798
questions then we can

00:22:46.817 --> 00:22:49.598
dissect it but like I just looked at like

00:22:50.920 --> 00:22:52.461
I was doing some part-time

00:22:52.601 --> 00:22:53.441
around Vinitial and

00:22:53.461 --> 00:22:54.221
Vinitial was kind of

00:22:54.300 --> 00:22:55.642
phasing out and I was doing

00:22:55.662 --> 00:22:57.422
some part-time work at two

00:22:57.442 --> 00:22:58.063
different outpatient

00:22:58.083 --> 00:23:01.824
offices and one mobile

00:23:02.844 --> 00:23:04.025
concierge type practice.

00:23:04.585 --> 00:23:07.346
And so I saw the differences.

00:23:07.445 --> 00:23:08.586
I got to see the really

00:23:08.645 --> 00:23:09.465
interesting people that I

00:23:09.507 --> 00:23:10.767
was meeting in their homes

00:23:10.926 --> 00:23:11.686
or like the people that

00:23:11.707 --> 00:23:13.607
were using the mobile practice.

00:23:14.008 --> 00:23:14.827
I thought that was really

00:23:14.847 --> 00:23:16.148
interesting because I thought that

00:23:17.307 --> 00:23:18.487
I was I was potentially

00:23:18.586 --> 00:23:20.508
meeting people that I'm building networks,

00:23:20.827 --> 00:23:21.788
building relationships,

00:23:21.827 --> 00:23:23.148
building connections in the future,

00:23:23.189 --> 00:23:24.068
people who I want to kind

00:23:24.108 --> 00:23:24.969
of potentially become.

00:23:24.989 --> 00:23:25.808
These are my patients or

00:23:25.848 --> 00:23:28.670
clients that seem more interesting to me.

00:23:28.769 --> 00:23:29.829
And then also I could learn

00:23:29.849 --> 00:23:30.671
in between the visits.

00:23:30.750 --> 00:23:32.750
I could put in an audio book

00:23:32.830 --> 00:23:33.872
or a podcast and I could

00:23:34.031 --> 00:23:34.711
learn and I could

00:23:35.854 --> 00:23:37.976
get more perspectives between visits.

00:23:38.016 --> 00:23:39.337
So that's kind of why I went

00:23:39.357 --> 00:23:40.057
that whole path.

00:23:41.078 --> 00:23:42.580
It sounds as if, sounds like,

00:23:42.721 --> 00:23:44.262
I'm channeling Chris Voss here.

00:23:44.282 --> 00:23:47.266
It sounds like you understood,

00:23:47.905 --> 00:23:49.007
you looked at the landscape,

00:23:49.167 --> 00:23:49.948
you assessed it,

00:23:50.269 --> 00:23:51.869
understood what you liked and didn't like,

00:23:52.009 --> 00:23:53.392
and you chose your path accordingly.

00:23:55.154 --> 00:23:55.515
I did.

00:23:55.835 --> 00:23:57.256
And I also did not go on

00:23:57.336 --> 00:24:01.695
Facebook or LinkedIn and have a,

00:24:02.576 --> 00:24:02.936
I don't know,

00:24:03.336 --> 00:24:08.178
a screaming match at the ether to say,

00:24:08.218 --> 00:24:10.698
you know, the APT is against me.

00:24:10.798 --> 00:24:12.038
They have not done anything

00:24:12.118 --> 00:24:13.118
for my student loans,

00:24:13.159 --> 00:24:14.999
which obviously I paid off, you know,

00:24:15.598 --> 00:24:16.240
many years ago.

00:24:17.619 --> 00:24:19.319
I don't complain about the profession.

00:24:19.660 --> 00:24:21.201
I think we have an awesome profession.

00:24:21.240 --> 00:24:22.240
Like we help people.

00:24:23.201 --> 00:24:24.122
There's no side effects.

00:24:24.201 --> 00:24:25.801
There's no we're not selling.

00:24:26.782 --> 00:24:27.363
I don't know the

00:24:27.883 --> 00:24:29.384
pharmaceuticals that have

00:24:29.403 --> 00:24:30.744
side effects or any, you know,

00:24:30.825 --> 00:24:32.566
anything that can result in

00:24:32.586 --> 00:24:34.105
someone going to the hospital.

00:24:34.205 --> 00:24:35.866
I mean, we have an awesome profession.

00:24:36.428 --> 00:24:38.167
I also use what I've learned, by the way,

00:24:38.288 --> 00:24:39.368
one of the most this that

00:24:39.409 --> 00:24:40.288
never gets talked, by the way,

00:24:40.308 --> 00:24:41.170
this never gets talked about.

00:24:42.058 --> 00:24:42.819
The things that I've learned

00:24:42.839 --> 00:24:43.800
as a physical therapist

00:24:43.941 --> 00:24:45.563
with my weekend baseball

00:24:45.583 --> 00:24:46.744
and my aches and pains or whatever,

00:24:46.825 --> 00:24:48.467
how I can treat myself, help myself,

00:24:48.527 --> 00:24:49.868
help my wife, help my family.

00:24:50.548 --> 00:24:53.752
That's worth 250 grand itself, by the way,

00:24:54.094 --> 00:24:54.493
I believe.

00:24:55.095 --> 00:24:55.214
So...

00:24:56.590 --> 00:24:57.832
You never hear this about

00:24:58.432 --> 00:24:59.692
you using your knowledge to

00:24:59.731 --> 00:25:01.133
help yourself with your

00:25:01.153 --> 00:25:01.813
health and wellness and

00:25:01.833 --> 00:25:02.634
longevity and all that.

00:25:03.173 --> 00:25:05.035
That is extremely valuable.

00:25:05.095 --> 00:25:06.115
No one ever talks about it.

00:25:06.935 --> 00:25:07.675
I could go on and on.

00:25:07.715 --> 00:25:08.375
But yeah, I mean,

00:25:08.395 --> 00:25:11.156
I went this path and being

00:25:11.198 --> 00:25:11.758
in New York City,

00:25:11.958 --> 00:25:13.178
also with the cost of like

00:25:13.238 --> 00:25:13.818
rent or whatever,

00:25:14.159 --> 00:25:15.719
with an outpatient office

00:25:15.779 --> 00:25:16.660
in the beginning, it was like,

00:25:16.980 --> 00:25:18.480
this seems like a low barrier to entry.

00:25:18.780 --> 00:25:20.080
There's flexibility.

00:25:20.181 --> 00:25:21.521
I could get out of it anytime.

00:25:21.582 --> 00:25:22.521
I don't have to sign any

00:25:22.563 --> 00:25:23.103
lease or whatever.

00:25:23.143 --> 00:25:24.762
So there were all these factors.

00:25:24.864 --> 00:25:25.544
But no, I didn't.

00:25:26.044 --> 00:25:28.865
I didn't go on Facebook and you know,

00:25:28.905 --> 00:25:31.228
create a Facebook group or start some,

00:25:31.548 --> 00:25:31.788
you know,

00:25:31.847 --> 00:25:36.951
war with cash PT gurus or the

00:25:37.291 --> 00:25:39.493
APTA or the old guard or

00:25:39.554 --> 00:25:40.794
the new guard or whatever.

00:25:41.855 --> 00:25:42.955
Tony is the person I know

00:25:42.976 --> 00:25:44.416
that complains the least.

00:25:44.596 --> 00:25:45.877
So I'm very eager to hear

00:25:45.917 --> 00:25:46.919
what he has to say about this.

00:25:47.990 --> 00:25:48.410
Oh, okay.

00:25:48.590 --> 00:25:49.790
Well, talk to my wife.

00:25:50.971 --> 00:25:52.814
Let's get her on.

00:25:54.375 --> 00:25:56.336
So two things that Dave

00:25:56.375 --> 00:25:57.277
brought up that I think are

00:25:57.297 --> 00:25:58.076
super important.

00:25:58.217 --> 00:25:59.657
And again, like Dave said,

00:25:59.698 --> 00:26:00.479
nobody talks about.

00:26:01.299 --> 00:26:03.101
If I have a competitive advantage,

00:26:03.580 --> 00:26:05.021
so if I can deliver

00:26:05.102 --> 00:26:08.204
something for less cost to the consumer,

00:26:08.984 --> 00:26:10.286
Why would I not do that?

00:26:10.945 --> 00:26:13.587
If I have scale and I have

00:26:13.627 --> 00:26:14.907
multiple locations and I

00:26:14.948 --> 00:26:16.169
have a team in place and I

00:26:16.209 --> 00:26:17.750
can deliver a service for a

00:26:17.750 --> 00:26:21.071
$50 day rate or a $35 day

00:26:21.332 --> 00:26:23.833
rate and I can still do that profitably,

00:26:24.753 --> 00:26:26.314
isn't it my responsibility

00:26:26.473 --> 00:26:28.315
in some sense to do that,

00:26:28.394 --> 00:26:29.215
to leverage that,

00:26:29.236 --> 00:26:30.436
to take advantage of that?

00:26:31.356 --> 00:26:32.738
bring the cost of care down,

00:26:33.298 --> 00:26:34.577
expose more consumers to

00:26:34.617 --> 00:26:36.519
what we can do and still do

00:26:36.578 --> 00:26:37.358
it profitable.

00:26:37.618 --> 00:26:38.779
But I know that there are so

00:26:38.799 --> 00:26:39.980
many therapists who maybe

00:26:40.079 --> 00:26:41.921
don't have that competitive advantage.

00:26:42.381 --> 00:26:43.881
And so they're mad, they're angry.

00:26:43.921 --> 00:26:46.481
They want every payer to pay more,

00:26:46.981 --> 00:26:48.182
but there are other ways to

00:26:48.323 --> 00:26:49.282
get paid more.

00:26:49.623 --> 00:26:51.203
So I think that, you know,

00:26:51.544 --> 00:26:53.084
I know I've seen in

00:26:53.144 --> 00:26:54.325
Facebook groups where

00:26:54.404 --> 00:26:55.805
somebody will be willing to

00:26:55.865 --> 00:26:57.445
take a low paying salary.

00:26:58.105 --> 00:26:59.047
But they've just said it.

00:26:59.067 --> 00:27:00.488
And I did the same thing as Dave.

00:27:00.528 --> 00:27:01.910
Like I took, you know,

00:27:02.089 --> 00:27:03.211
twelve dollars an hour,

00:27:03.310 --> 00:27:05.153
ten dollars an hour before

00:27:05.212 --> 00:27:06.513
I was a therapist to work

00:27:06.554 --> 00:27:08.836
for a place where I'd learned so much.

00:27:09.557 --> 00:27:10.958
We spent hundreds of

00:27:10.998 --> 00:27:12.759
thousands of dollars on our education,

00:27:12.859 --> 00:27:14.300
not even being able to work

00:27:14.361 --> 00:27:16.123
half the time to learn.

00:27:16.262 --> 00:27:17.584
And we paid a price.

00:27:18.085 --> 00:27:19.385
And so it's the same thing now.

00:27:20.426 --> 00:27:21.587
Don't shame somebody,

00:27:21.768 --> 00:27:22.768
whether it be a practice

00:27:22.828 --> 00:27:23.709
owner for accepting a

00:27:23.749 --> 00:27:25.029
thirty five dollar day rate

00:27:25.509 --> 00:27:26.891
or an employed therapist

00:27:26.931 --> 00:27:28.211
for accepting a twenty five

00:27:28.251 --> 00:27:29.451
dollar an hour position.

00:27:29.531 --> 00:27:31.012
Don't shame them for doing

00:27:31.053 --> 00:27:32.074
that because they're doing

00:27:32.114 --> 00:27:33.174
that for a reason,

00:27:33.555 --> 00:27:35.556
whether it be out of necessity or desire.

00:27:36.036 --> 00:27:36.296
You know,

00:27:36.336 --> 00:27:37.856
nobody tells a therapist who's

00:27:37.876 --> 00:27:39.077
going to take a residency

00:27:39.298 --> 00:27:41.940
at a 30 percent cut in salary.

00:27:43.099 --> 00:27:43.840
don't do it,

00:27:44.361 --> 00:27:46.982
there's always a value exchange there.

00:27:47.643 --> 00:27:48.763
And then to Dave's point

00:27:48.804 --> 00:27:50.184
about our education and

00:27:50.305 --> 00:27:51.906
using that in our own lives,

00:27:51.967 --> 00:27:53.387
like you are totally right.

00:27:54.509 --> 00:27:55.769
Every time I get injured,

00:27:55.829 --> 00:27:57.990
every time I get hurt, my kids, my wife,

00:27:58.030 --> 00:27:58.811
whoever it is,

00:27:59.271 --> 00:28:00.873
like I'm using that information.

00:28:00.913 --> 00:28:02.934
Now for me, most of the time it's like, eh,

00:28:03.075 --> 00:28:03.494
it's fine.

00:28:03.595 --> 00:28:04.276
It'll go away.

00:28:04.296 --> 00:28:05.457
I don't know why it hurts.

00:28:05.636 --> 00:28:06.196
It just hurts.

00:28:06.337 --> 00:28:06.978
Don't worry about it.

00:28:06.998 --> 00:28:07.699
It's not dangerous.

00:28:08.615 --> 00:28:10.856
That's what I took from my

00:28:10.856 --> 00:28:11.958
20 years of experience,

00:28:12.337 --> 00:28:14.140
but it is still a huge

00:28:14.319 --> 00:28:16.080
value because I also know

00:28:16.141 --> 00:28:17.742
people who have no idea

00:28:17.803 --> 00:28:18.683
what's going on with their

00:28:18.723 --> 00:28:19.564
body and they go to the

00:28:19.624 --> 00:28:20.825
emergency room and they get

00:28:20.845 --> 00:28:21.865
all this imaging and they

00:28:21.905 --> 00:28:24.107
go down that road and

00:28:24.228 --> 00:28:27.570
they'll spend over a decade,

00:28:27.570 --> 00:28:30.413
$250,000 in medical costs.

00:28:30.513 --> 00:28:32.474
So where do we go from here, guys?

00:28:32.535 --> 00:28:35.157
Dave had a topic, back to Fox, I think.

00:28:36.095 --> 00:28:36.355
Yes.

00:28:36.494 --> 00:28:39.416
So I would like to compare

00:28:39.596 --> 00:28:41.978
the business model of so my

00:28:42.278 --> 00:28:43.098
concierge pain relief,

00:28:43.118 --> 00:28:44.180
the business model versus

00:28:44.220 --> 00:28:46.401
Fox Rehab versus Tony

00:28:46.441 --> 00:28:48.082
Meritato's Total Therapy Solutions.

00:28:48.102 --> 00:28:49.502
There's pros and cons to all of them.

00:28:50.363 --> 00:28:51.903
I believe that Fox Rehab,

00:28:52.825 --> 00:28:54.125
even though like I guess

00:28:54.144 --> 00:28:55.145
they're kind of my competitor,

00:28:55.165 --> 00:28:55.705
but not really.

00:28:56.487 --> 00:28:57.626
I think that they have the

00:28:57.646 --> 00:28:58.887
greatest therapy business

00:28:58.928 --> 00:29:00.068
model of all time.

00:29:00.229 --> 00:29:01.108
And I will get into it

00:29:01.189 --> 00:29:02.230
really quickly right now.

00:29:04.090 --> 00:29:05.051
Here's some things that I've

00:29:05.092 --> 00:29:06.251
come across over the past

00:29:06.311 --> 00:29:07.553
maybe year or two with

00:29:07.593 --> 00:29:09.574
certain therapists that I've hired.

00:29:10.594 --> 00:29:10.973
One is,

00:29:11.513 --> 00:29:14.016
so half of our clientele is geriatric,

00:29:14.215 --> 00:29:15.316
neuro, gait, balance.

00:29:15.655 --> 00:29:16.436
But the other half of the

00:29:16.457 --> 00:29:18.678
clientele are busy professionals.

00:29:18.698 --> 00:29:20.538
They could be 40, 50, 60 years old.

00:29:20.578 --> 00:29:21.679
They're lawyers, accountants.

00:29:21.719 --> 00:29:22.740
They work in finance.

00:29:22.779 --> 00:29:23.000
They're

00:29:23.740 --> 00:29:25.882
very stressed, they're very successful,

00:29:25.923 --> 00:29:26.522
they're busy,

00:29:27.384 --> 00:29:28.125
they want someone to come to

00:29:28.144 --> 00:29:28.746
them because they don't

00:29:28.786 --> 00:29:29.967
wanna go to an outpatient office.

00:29:30.428 --> 00:29:31.648
I didn't realize this at first,

00:29:31.989 --> 00:29:33.411
it took me probably too

00:29:33.431 --> 00:29:34.531
many years to realize this,

00:29:35.333 --> 00:29:37.494
but the orthopedic busy

00:29:37.555 --> 00:29:39.076
professional side of the practice

00:29:40.338 --> 00:29:41.219
COVID was a little bit

00:29:41.299 --> 00:29:42.560
easier to schedule visits

00:29:42.661 --> 00:29:43.741
because they were home, right?

00:29:43.761 --> 00:29:44.403
They were doing home,

00:29:44.502 --> 00:29:45.784
they were doing Zoom calls from home.

00:29:46.125 --> 00:29:47.566
So it was easier to schedule.

00:29:48.067 --> 00:29:49.528
But before COVID and now

00:29:49.587 --> 00:29:54.505
let's say last year, 2023 and now 2024,

00:29:54.505 --> 00:29:55.484
Some of my therapists will

00:29:55.505 --> 00:29:56.806
sometimes have difficulty

00:29:57.445 --> 00:29:58.365
scheduling and booking

00:29:58.586 --> 00:30:00.425
these clients for home

00:30:00.465 --> 00:30:02.326
visits because those client

00:30:02.366 --> 00:30:03.426
visits have to be scheduled

00:30:03.547 --> 00:30:06.748
around business travel now,

00:30:06.807 --> 00:30:09.749
which is restored, Zoom calls, meetings,

00:30:09.828 --> 00:30:10.568
in-person meetings,

00:30:10.769 --> 00:30:12.868
Zoom calls that are mandatory, whatever,

00:30:12.929 --> 00:30:13.369
like very,

00:30:13.490 --> 00:30:14.470
very important things that have

00:30:14.490 --> 00:30:14.869
to get done.

00:30:15.430 --> 00:30:15.869
The reason why I'm

00:30:15.910 --> 00:30:18.271
mentioning this is because Fox Rehab is,

00:30:19.333 --> 00:30:20.032
for the most part,

00:30:20.333 --> 00:30:22.634
Medicare Part B. And I've

00:30:22.714 --> 00:30:24.997
known a lot of therapists

00:30:25.037 --> 00:30:25.936
that have worked there.

00:30:26.017 --> 00:30:27.298
Jimmy can maybe shine some light on it.

00:30:27.337 --> 00:30:28.098
But basically,

00:30:28.798 --> 00:30:29.759
I'll say that the therapists

00:30:29.779 --> 00:30:30.840
that work for Fox Rehab,

00:30:31.280 --> 00:30:32.362
they have a census of a

00:30:32.402 --> 00:30:34.242
bunch of patients that live

00:30:34.262 --> 00:30:35.144
in a certain zip code.

00:30:35.463 --> 00:30:36.223
That's one area that's

00:30:36.265 --> 00:30:37.184
different for us because

00:30:37.244 --> 00:30:39.826
we're marketing to this big

00:30:39.906 --> 00:30:40.688
area of New York City.

00:30:41.347 --> 00:30:42.128
but we don't have a ton of

00:30:42.148 --> 00:30:43.609
patients like in one zip code.

00:30:43.730 --> 00:30:45.451
Fox Rehab has so much saturation,

00:30:45.471 --> 00:30:46.932
which I know took years and

00:30:47.272 --> 00:30:48.374
kudos to them because they

00:30:48.413 --> 00:30:50.476
have mastered the marketing

00:30:50.576 --> 00:30:51.856
and the networking and

00:30:52.198 --> 00:30:53.378
building the brand and all that.

00:30:54.411 --> 00:30:55.131
They'll have a therapist

00:30:55.151 --> 00:30:56.271
that kind of covers like

00:30:56.352 --> 00:30:57.573
one or two zip codes at a time.

00:30:58.253 --> 00:30:59.835
For us right now at our size,

00:31:00.474 --> 00:31:01.435
Fox is massive.

00:31:01.675 --> 00:31:03.057
It's so much easier for them to do that.

00:31:03.737 --> 00:31:05.759
But also the clientele that

00:31:05.818 --> 00:31:06.858
are Medicare Part B are

00:31:07.200 --> 00:31:09.361
obviously 65 or 75 plus.

00:31:09.401 --> 00:31:10.382
They're usually at home.

00:31:10.682 --> 00:31:12.163
They have a very flexible schedule.

00:31:12.182 --> 00:31:13.284
They don't have the Zoom calls,

00:31:13.324 --> 00:31:14.604
the work calls, the work travel,

00:31:14.624 --> 00:31:15.265
anything like that.

00:31:15.825 --> 00:31:17.846
And I'll jokingly say that

00:31:17.906 --> 00:31:19.027
some of these patients will

00:31:19.047 --> 00:31:20.808
kind of say like, yeah, come whenever.

00:31:21.249 --> 00:31:22.710
Or the therapist is like, oh,

00:31:23.269 --> 00:31:23.971
I'll stop in.

00:31:24.790 --> 00:31:25.830
sometime tomorrow.

00:31:26.652 --> 00:31:28.172
My therapists and my clients

00:31:28.192 --> 00:31:29.132
can't do that because half

00:31:29.152 --> 00:31:30.152
of our clientele are the

00:31:30.192 --> 00:31:31.012
busy professionals.

00:31:31.113 --> 00:31:35.733
So Fox Rehab has this, and then also cost,

00:31:35.773 --> 00:31:35.913
right?

00:31:35.953 --> 00:31:37.273
Insurance basically costs

00:31:37.354 --> 00:31:38.153
nothing out of pocket

00:31:38.173 --> 00:31:40.434
versus for my clients, we're saying, hey,

00:31:41.214 --> 00:31:42.095
we don't take Medicare.

00:31:42.134 --> 00:31:44.256
So it's going to be 250, 350 per visit.

00:31:44.615 --> 00:31:45.635
You want a weekend visit,

00:31:45.655 --> 00:31:46.957
it's going to be four or 500 bucks.

00:31:47.356 --> 00:31:50.436
So the consumer, the healthcare consumer,

00:31:50.477 --> 00:31:52.397
the client for us has to

00:31:53.501 --> 00:31:55.403
make a decision to pay a premium rate,

00:31:55.784 --> 00:31:56.746
take out their credit cards,

00:31:56.826 --> 00:31:58.067
sign the paperwork, all that.

00:31:58.106 --> 00:31:59.548
There's a lot more involved

00:31:59.608 --> 00:32:01.691
to get a client onboarded with us.

00:32:02.791 --> 00:32:04.133
And with Tony Meritato, you know,

00:32:04.153 --> 00:32:05.494
or any other outpatient office,

00:32:06.516 --> 00:32:07.416
it's kind of in the middle,

00:32:07.497 --> 00:32:08.657
but then they have to

00:32:08.758 --> 00:32:10.500
actually go and drive there, right?

00:32:10.519 --> 00:32:13.103
So Fox makes it very convenient.

00:32:13.303 --> 00:32:13.784
And there's so...

00:32:14.675 --> 00:32:15.135
Let's do this.

00:32:15.195 --> 00:32:15.695
Let's make sure,

00:32:15.715 --> 00:32:16.477
because we probably should

00:32:16.517 --> 00:32:17.557
have done this first.

00:32:17.636 --> 00:32:18.617
Let me blow through the Fox

00:32:18.698 --> 00:32:19.698
Rehab model because I

00:32:19.738 --> 00:32:22.618
worked there really quickly.

00:32:22.759 --> 00:32:23.619
Whatever I missed, yeah.

00:32:24.420 --> 00:32:24.680
Go ahead.

00:32:24.700 --> 00:32:26.240
So it's Medicare Part B,

00:32:27.141 --> 00:32:28.320
which really is outpatient

00:32:28.340 --> 00:32:29.102
PT in your home.

00:32:30.281 --> 00:32:31.502
That's where some people get confused.

00:32:31.643 --> 00:32:32.462
And the first thing I had to

00:32:32.502 --> 00:32:33.363
learn when I started at Fox,

00:32:33.383 --> 00:32:34.344
which is this is not...

00:32:35.491 --> 00:32:37.515
Home care, this is not home health,

00:32:37.974 --> 00:32:38.736
which is a different thing.

00:32:39.116 --> 00:32:40.377
That would be Medicare Part A, right?

00:32:40.417 --> 00:32:41.519
You guys are the experts, right?

00:32:41.559 --> 00:32:41.720
Yeah.

00:32:42.540 --> 00:32:44.303
So the model started,

00:32:44.343 --> 00:32:45.644
so this is where you get a little history,

00:32:45.684 --> 00:32:47.346
is Tim Fox was working at a

00:32:47.446 --> 00:32:50.451
clinic and he would get a referral

00:32:51.512 --> 00:32:52.712
And then that person would never show up.

00:32:53.213 --> 00:32:54.193
And he'd follow up and be like,

00:32:54.233 --> 00:32:55.314
where's Mrs. Johnson?

00:32:55.493 --> 00:32:56.194
And it's like, well,

00:32:56.315 --> 00:32:57.795
Mrs. Johnson getting to the

00:32:57.855 --> 00:33:00.715
clinic is too hard for her.

00:33:00.976 --> 00:33:02.176
She can't get to the thing.

00:33:02.217 --> 00:33:02.757
She's thirsty.

00:33:02.797 --> 00:33:03.777
She can't get to the Oasis.

00:33:04.096 --> 00:33:04.657
She ain't gonna make it.

00:33:05.438 --> 00:33:06.938
So he did a thing where he,

00:33:07.258 --> 00:33:08.199
this goes back to full

00:33:08.219 --> 00:33:09.278
circle with my conversation

00:33:09.318 --> 00:33:10.019
with Dave Grams.

00:33:10.179 --> 00:33:11.779
He understood what business he was in.

00:33:12.319 --> 00:33:15.080
So he went to the doctors and said,

00:33:15.661 --> 00:33:17.321
give me your hardest patients,

00:33:17.382 --> 00:33:18.761
the patients that are never gonna make it,

00:33:18.922 --> 00:33:19.063
right?

00:33:19.103 --> 00:33:20.143
They're never gonna make it to the clinic.

00:33:21.229 --> 00:33:23.148
And then he went he told me anyway,

00:33:23.169 --> 00:33:24.730
I don't know how accurate the story is.

00:33:24.750 --> 00:33:26.029
Sometimes it gets a little fairytale.

00:33:26.069 --> 00:33:26.710
We said I went to the

00:33:27.069 --> 00:33:28.109
library or went to wherever

00:33:28.150 --> 00:33:30.530
the Medicare CMS books and looked up.

00:33:30.830 --> 00:33:33.050
Can I provide outpatient physical therapy?

00:33:33.672 --> 00:33:34.912
Does it matter where I am?

00:33:34.971 --> 00:33:36.172
Do I need to have a clinic?

00:33:36.751 --> 00:33:37.873
Do I need to be underneath a

00:33:37.952 --> 00:33:38.932
roof that's certified?

00:33:39.073 --> 00:33:40.232
And from what he could find,

00:33:40.353 --> 00:33:41.393
the answer was no.

00:33:41.752 --> 00:33:43.013
So he did outpatient

00:33:43.054 --> 00:33:44.314
physical therapy in their home.

00:33:45.153 --> 00:33:46.516
And all those things now

00:33:46.536 --> 00:33:47.477
become full circle to what

00:33:47.517 --> 00:33:48.397
Dave was talking about.

00:33:49.038 --> 00:33:49.940
I know from helping to take

00:33:49.980 --> 00:33:51.342
care of my dad for the last eight months,

00:33:52.503 --> 00:33:53.884
I'm juggling my schedule

00:33:54.266 --> 00:33:55.607
and his 35 things.

00:33:55.667 --> 00:33:56.308
And he doesn't want to get

00:33:56.348 --> 00:33:57.589
up before 11 and his other

00:33:57.609 --> 00:33:58.290
doctor's appointments.

00:33:58.832 --> 00:33:59.692
They understood what

00:33:59.752 --> 00:34:00.433
business they were in.

00:34:00.574 --> 00:34:01.275
They weren't in the physical

00:34:01.315 --> 00:34:01.855
therapy business.

00:34:03.079 --> 00:34:03.740
They were in the meeting you

00:34:03.759 --> 00:34:04.599
where you are business.

00:34:04.900 --> 00:34:06.260
They were in the simplicity business.

00:34:06.320 --> 00:34:06.681
They were in the

00:34:06.780 --> 00:34:07.861
over-serving you business.

00:34:07.881 --> 00:34:08.201
They were in the,

00:34:08.360 --> 00:34:10.061
they understood their biggest gripes.

00:34:10.601 --> 00:34:12.342
And as they say in 8 Mile, right,

00:34:12.422 --> 00:34:13.422
the last rap battle,

00:34:13.702 --> 00:34:15.503
he took all the bullets out

00:34:15.543 --> 00:34:16.623
of the other person's gun.

00:34:17.103 --> 00:34:17.724
He's like, oh,

00:34:18.103 --> 00:34:19.244
you can't come to a clinic

00:34:19.284 --> 00:34:21.065
because you're so decon, got it, got it,

00:34:21.125 --> 00:34:21.704
got it, got it.

00:34:22.085 --> 00:34:22.925
And that's why their model

00:34:22.965 --> 00:34:23.726
is so fantastic.

00:34:23.786 --> 00:34:24.969
Plus they have really great PTs,

00:34:25.028 --> 00:34:25.869
OTs and SLPs.

00:34:26.170 --> 00:34:27.050
Their clinicians are

00:34:27.090 --> 00:34:28.231
fantastic because they

00:34:28.291 --> 00:34:29.293
understand what business they're in.

00:34:29.793 --> 00:34:31.076
They're now allowed to have a flexible,

00:34:31.115 --> 00:34:32.157
it feels like a commercial for fucks,

00:34:32.516 --> 00:34:34.119
a flexible schedule because

00:34:34.139 --> 00:34:35.141
they work out of their cars

00:34:35.460 --> 00:34:36.242
and they get to work

00:34:36.442 --> 00:34:38.083
exactly for the patients they want to.

00:34:39.025 --> 00:34:40.865
And the organization, the company,

00:34:40.905 --> 00:34:41.626
the practice is like,

00:34:41.907 --> 00:34:42.726
we don't care when you do it.

00:34:42.947 --> 00:34:43.367
Get it done.

00:34:43.527 --> 00:34:44.228
You're a professional.

00:34:44.307 --> 00:34:44.929
You're autonomous.

00:34:45.809 --> 00:34:46.550
Get it done, though.

00:34:46.750 --> 00:34:47.409
Like, get it done.

00:34:47.469 --> 00:34:48.090
Get it done right.

00:34:48.150 --> 00:34:49.512
And they have a ton of quality assurance.

00:34:49.771 --> 00:34:50.532
So it's like, get it done.

00:34:50.632 --> 00:34:51.293
Get it done well.

00:34:52.393 --> 00:34:54.054
And lather, rinse, repeat.

00:34:54.355 --> 00:34:55.175
So that's their model.

00:34:55.335 --> 00:34:56.576
It might look similar,

00:34:57.217 --> 00:34:58.056
but it's a little bit different.

00:34:58.737 --> 00:34:59.277
That's why it works.

00:34:59.518 --> 00:34:59.838
Everywhere.

00:34:59.858 --> 00:35:01.139
Because look around.

00:35:01.418 --> 00:35:02.139
There's older adults.

00:35:02.239 --> 00:35:02.719
Look over there.

00:35:02.820 --> 00:35:03.260
Older adult.

00:35:03.581 --> 00:35:03.981
Older adult.

00:35:05.608 --> 00:35:07.809
So Dave, you know Brian Williams.

00:35:08.349 --> 00:35:10.130
Brian Williams has a great

00:35:10.512 --> 00:35:12.592
kind of outpatient in the home business,

00:35:12.793 --> 00:35:15.373
way bigger than I understood initially.

00:35:16.835 --> 00:35:17.655
But I'm gonna ask you,

00:35:17.996 --> 00:35:20.496
so what made like the

00:35:20.617 --> 00:35:22.318
difference between Fox

00:35:22.458 --> 00:35:24.338
growing and scaling to that size,

00:35:24.478 --> 00:35:26.599
Brian growing and scaling to his size?

00:35:26.639 --> 00:35:28.360
I talked to another therapist recently,

00:35:28.360 --> 00:35:30.222
30 clinicians doing

00:35:30.282 --> 00:35:31.322
outpatient in the home.

00:35:31.922 --> 00:35:33.503
And then the other thousand,

00:35:34.164 --> 00:35:36.427
who can barely get enough

00:35:36.646 --> 00:35:38.228
referrals for just them to

00:35:38.429 --> 00:35:39.570
stay busy full time.

00:35:40.831 --> 00:35:41.632
What do you see?

00:35:42.052 --> 00:35:43.273
What's the missing link there?

00:35:43.293 --> 00:35:44.496
Why isn't everybody

00:35:44.576 --> 00:35:46.318
exploding their business in the same way?

00:35:47.400 --> 00:35:47.940
Oh, come on.

00:35:47.960 --> 00:35:48.681
That's too easy.

00:35:48.742 --> 00:35:50.003
It's a softball question.

00:35:50.963 --> 00:35:51.364
I mean,

00:35:52.083 --> 00:35:55.085
not everyone has a couple of things.

00:35:55.126 --> 00:35:56.567
Not everyone has the persistence,

00:35:57.068 --> 00:35:58.469
the marketing or the

00:35:58.568 --> 00:36:00.730
operational gusto to

00:36:00.809 --> 00:36:02.650
actually get the patients.

00:36:02.952 --> 00:36:04.172
Yeah.

00:36:04.251 --> 00:36:07.375
Not everyone is marketing or

00:36:07.594 --> 00:36:09.195
has the ability to figure

00:36:09.255 --> 00:36:10.556
out how to get more new patients,

00:36:10.617 --> 00:36:11.797
more prospective patients.

00:36:12.478 --> 00:36:14.862
get them seen, grow a team.

00:36:15.101 --> 00:36:17.125
I think the newer therapists

00:36:17.144 --> 00:36:18.527
that have the solo

00:36:18.547 --> 00:36:20.269
practices or the mobile

00:36:20.309 --> 00:36:21.331
practice owners that are

00:36:21.952 --> 00:36:23.333
solo or have one therapist

00:36:23.373 --> 00:36:23.954
or something like that,

00:36:26.092 --> 00:36:26.853
Maybe there's some of that

00:36:27.032 --> 00:36:28.873
old therapy owner ego that

00:36:28.914 --> 00:36:29.655
like they have to do

00:36:29.695 --> 00:36:31.036
everything and want to, you know,

00:36:31.315 --> 00:36:32.536
all the referrals are to

00:36:32.577 --> 00:36:33.318
them and their name.

00:36:34.318 --> 00:36:34.639
I don't know.

00:36:34.719 --> 00:36:35.159
I mean, I don't,

00:36:35.500 --> 00:36:36.561
there's probably some other things,

00:36:36.621 --> 00:36:38.422
but like people like Brian

00:36:38.442 --> 00:36:40.784
Williams and others, especially Tim Fox,

00:36:40.885 --> 00:36:42.266
which I mean, they're two different,

00:36:43.065 --> 00:36:44.266
slightly two different business models.

00:36:46.268 --> 00:36:47.010
they're in the they're in

00:36:47.030 --> 00:36:48.130
the figure out who you want

00:36:48.150 --> 00:36:48.851
to serve and what their

00:36:48.871 --> 00:36:50.012
biggest problems are game

00:36:50.472 --> 00:36:52.974
and then how they do it how

00:36:53.054 --> 00:36:54.454
they do it is physic how

00:36:54.614 --> 00:36:55.576
what you know it's not what

00:36:55.596 --> 00:36:56.577
they do it's how they do it

00:36:57.528 --> 00:36:59.070
They're both definitely, you know,

00:36:59.130 --> 00:37:00.329
even with us, it's convenient.

00:37:00.389 --> 00:37:02.251
So we are more convenient

00:37:02.291 --> 00:37:03.471
than Tony's practice

00:37:03.490 --> 00:37:04.532
because you have to go drive there,

00:37:04.612 --> 00:37:05.911
even though, of course,

00:37:05.952 --> 00:37:06.952
Tony's got great parking.

00:37:06.972 --> 00:37:08.012
You could drive right up.

00:37:08.072 --> 00:37:10.233
And for some people, that's the beauty of,

00:37:10.574 --> 00:37:10.813
you know,

00:37:10.873 --> 00:37:12.414
just health care and just the business,

00:37:12.594 --> 00:37:13.554
just business in general.

00:37:13.914 --> 00:37:16.215
Some people will never want a home visit.

00:37:16.275 --> 00:37:17.717
They're perfect for Tony's

00:37:17.757 --> 00:37:18.617
practice and any other

00:37:18.677 --> 00:37:20.637
outpatient office in Ohio.

00:37:20.677 --> 00:37:21.257
And, you know,

00:37:21.297 --> 00:37:22.297
they can just drive right up.

00:37:22.358 --> 00:37:23.778
And Tony is like, hey, we got, you know,

00:37:24.119 --> 00:37:25.099
You walk five steps,

00:37:25.139 --> 00:37:27.219
you're from your car to the front door,

00:37:27.280 --> 00:37:31.041
like easy peasy, easy, easy parking lot,

00:37:31.141 --> 00:37:32.782
easy to get in and out of the parking lot,

00:37:32.822 --> 00:37:33.141
all that.

00:37:33.161 --> 00:37:34.003
So all that's figured out.

00:37:36.103 --> 00:37:38.204
But I would just with Fox

00:37:38.244 --> 00:37:39.324
Rehab versus like Brian

00:37:39.364 --> 00:37:41.666
Williams or my practice, the the.

00:37:42.925 --> 00:37:44.266
the difference with the convenience,

00:37:44.286 --> 00:37:45.547
like we both offer convenience,

00:37:45.907 --> 00:37:47.168
but the difference of like,

00:37:47.429 --> 00:37:48.250
who's the payer?

00:37:48.650 --> 00:37:49.190
That's all,

00:37:49.731 --> 00:37:51.452
that's a huge factor with scale

00:37:51.592 --> 00:37:52.472
and hiring and all that.

00:37:52.773 --> 00:37:54.034
But then at the same time,

00:37:54.213 --> 00:37:55.134
there's pros and cons, right?

00:37:55.153 --> 00:37:56.175
So like I can pay a

00:37:56.215 --> 00:37:56.835
full-time physical

00:37:56.856 --> 00:37:58.516
therapist way more than Fox Rehab.

00:37:58.896 --> 00:38:00.838
I can pay a full-time physical therapist,

00:38:01.157 --> 00:38:02.079
a hundred grand, 120 grand.

00:38:02.739 --> 00:38:04.240
And Fox Rehab has some

00:38:04.300 --> 00:38:05.340
limitations with their

00:38:05.440 --> 00:38:06.902
upside because of the

00:38:06.942 --> 00:38:08.043
reimbursement of Medicare

00:38:08.063 --> 00:38:09.483
Part B. They can only pay a

00:38:09.523 --> 00:38:12.126
therapist a certain ceiling because,

00:38:12.965 --> 00:38:13.927
there's no change in that

00:38:14.086 --> 00:38:15.507
Medicare Part B reimbursement.

00:38:15.867 --> 00:38:18.088
So 15, 20 years from now,

00:38:18.789 --> 00:38:19.909
Fox Rehab is not gonna be

00:38:19.929 --> 00:38:21.210
able to have pay raises

00:38:21.250 --> 00:38:22.331
built in for their therapist,

00:38:22.351 --> 00:38:24.711
which is a whole other story.

00:38:24.771 --> 00:38:26.793
But there's certainly pros

00:38:26.813 --> 00:38:28.994
and cons in the convenience

00:38:29.034 --> 00:38:30.614
business and the therapy business.

00:38:30.974 --> 00:38:32.956
I think it's understand what

00:38:32.996 --> 00:38:33.795
business you're in.

00:38:33.916 --> 00:38:35.277
Like I started a podcast in 2015,

00:38:35.277 --> 00:38:35.936
it's 2024 and I'm sitting

00:38:35.958 --> 00:38:36.617
here doing it now.

00:38:39.797 --> 00:38:41.559
I've had some pretty good success.

00:38:41.719 --> 00:38:42.960
Do you want to know the reasons why?

00:38:42.981 --> 00:38:44.422
Because I showed up twice a week,

00:38:44.523 --> 00:38:46.304
every week for nine and a half years.

00:38:47.025 --> 00:38:48.507
And I understood what business I was in,

00:38:48.547 --> 00:38:49.728
which is I was not the

00:38:49.789 --> 00:38:50.869
smartest physical therapist.

00:38:50.889 --> 00:38:51.650
I was a student when I

00:38:51.670 --> 00:38:52.530
started the podcast.

00:38:52.851 --> 00:38:54.092
I used that to my advantage.

00:38:54.693 --> 00:38:55.735
So I just knocked on doors,

00:38:55.815 --> 00:38:57.215
played the student card and said, hey,

00:38:57.315 --> 00:38:57.976
Becky Bliss,

00:38:58.016 --> 00:38:58.757
can you teach me about

00:38:58.777 --> 00:38:59.878
concussion in 20 minutes?

00:38:59.918 --> 00:39:00.679
And she was like, sure.

00:39:00.699 --> 00:39:02.382
And then I just kept doing that.

00:39:02.802 --> 00:39:04.222
because I was in the education,

00:39:04.242 --> 00:39:05.543
I was probably in the entertainment,

00:39:05.663 --> 00:39:06.663
because I wanted to make it fun.

00:39:06.702 --> 00:39:07.262
Those are my rules.

00:39:07.322 --> 00:39:08.204
I have fun, learn stuff.

00:39:08.523 --> 00:39:10.603
I was in the entertainment, have fun,

00:39:10.623 --> 00:39:11.565
learn stuff business.

00:39:12.704 --> 00:39:13.644
If you're in the delivering

00:39:13.704 --> 00:39:14.445
physical therapy,

00:39:14.465 --> 00:39:15.686
a traditional way business,

00:39:15.965 --> 00:39:17.346
you'll be competing that way.

00:39:17.465 --> 00:39:18.387
And if people don't want that,

00:39:18.427 --> 00:39:19.106
they won't come to you.

00:39:19.286 --> 00:39:21.306
Like this is very, this whole episode,

00:39:21.327 --> 00:39:23.047
we see this happen almost every week.

00:39:23.527 --> 00:39:24.088
We start with,

00:39:24.288 --> 00:39:26.268
we start at 8.15 texting each other.

00:39:26.289 --> 00:39:27.128
We're going live in 15 minutes.

00:39:27.148 --> 00:39:28.329
What the hell are we talking about today?

00:39:28.590 --> 00:39:29.349
And the theme emerges.

00:39:30.364 --> 00:39:31.545
the theme I think today is

00:39:31.786 --> 00:39:32.766
complain all you want it

00:39:32.806 --> 00:39:34.427
doesn't matter the way to

00:39:34.447 --> 00:39:35.949
succeed is understand what

00:39:36.009 --> 00:39:37.349
business you're actually in

00:39:37.809 --> 00:39:39.170
step back and then I like

00:39:39.670 --> 00:39:40.291
you brought this up a

00:39:40.331 --> 00:39:41.311
second ago dave in terms of

00:39:41.351 --> 00:39:42.893
processes it makes me think

00:39:42.934 --> 00:39:44.375
of marcus limonis and his

00:39:44.414 --> 00:39:46.715
three p's people product

00:39:46.775 --> 00:39:48.597
process fox has people

00:39:48.697 --> 00:39:49.878
product process the people

00:39:49.938 --> 00:39:50.639
running your organization

00:39:50.659 --> 00:39:51.960
are they good people or bad people

00:39:52.813 --> 00:39:54.014
If they're not great, get them out.

00:39:54.474 --> 00:39:55.014
That's people.

00:39:55.554 --> 00:39:57.235
Product, what do you actually provide?

00:39:58.016 --> 00:39:58.815
How you provide it is

00:39:58.835 --> 00:39:59.717
physical therapy to go with

00:39:59.737 --> 00:40:00.396
the Fox model.

00:40:00.737 --> 00:40:02.659
What you provide is simplicity, security,

00:40:02.759 --> 00:40:03.219
quality,

00:40:03.398 --> 00:40:04.760
all the things on that pyramid I

00:40:04.800 --> 00:40:05.400
love to bring up.

00:40:05.800 --> 00:40:08.521
You can do a whole case

00:40:08.541 --> 00:40:10.003
study on Fox and what they provide here.

00:40:10.503 --> 00:40:11.443
And then process,

00:40:11.463 --> 00:40:13.885
because if there's no process, no scale.

00:40:14.045 --> 00:40:17.626
You cannot, you will remain a solopreneur.

00:40:17.887 --> 00:40:20.168
You will be angry you paid for that OCS.

00:40:20.648 --> 00:40:22.635
You'll rage against the APTA.

00:40:22.815 --> 00:40:23.918
And the APTA is like,

00:40:25.523 --> 00:40:26.485
I didn't I don't even know

00:40:26.525 --> 00:40:27.188
because they understand

00:40:27.228 --> 00:40:28.431
what business they are in.

00:40:32.056 --> 00:40:33.976
One of the things that I

00:40:33.996 --> 00:40:35.077
think it was Seth Godin,

00:40:35.516 --> 00:40:37.478
he has this comparison where he said,

00:40:37.498 --> 00:40:37.717
you know,

00:40:37.757 --> 00:40:38.878
people will go into business

00:40:38.918 --> 00:40:39.579
because they have a whole

00:40:39.599 --> 00:40:41.099
bunch of stuff to sell and

00:40:41.139 --> 00:40:41.980
they're going to go try to

00:40:42.000 --> 00:40:43.260
find people to buy the

00:40:43.300 --> 00:40:45.440
stuff they already have,

00:40:45.460 --> 00:40:46.181
or they're going to find

00:40:46.221 --> 00:40:47.661
the people who want to buy

00:40:47.722 --> 00:40:49.342
something and then figure

00:40:49.402 --> 00:40:50.722
out if they can source and

00:40:50.802 --> 00:40:52.523
deliver what it is they want to buy.

00:40:53.083 --> 00:40:55.784
So in my business, you know, yeah,

00:40:56.364 --> 00:40:57.605
I went into it as a

00:40:57.664 --> 00:40:59.945
business person who became a PT.

00:41:00.425 --> 00:41:01.945
So I was like, what's the problem?

00:41:02.065 --> 00:41:03.326
How do I solve this problem?

00:41:03.405 --> 00:41:05.806
Originally for me, I lived on Siesta Key.

00:41:05.847 --> 00:41:07.327
It was a small island community.

00:41:07.347 --> 00:41:08.867
It was a hassle for patients

00:41:08.887 --> 00:41:09.947
to get off the island.

00:41:10.288 --> 00:41:10.568
I'm like,

00:41:10.708 --> 00:41:11.608
I'm going to bring physical

00:41:11.648 --> 00:41:13.028
therapy to Siesta Key.

00:41:13.168 --> 00:41:14.489
I was not a physical therapist.

00:41:15.369 --> 00:41:16.490
But there are a lot of

00:41:16.550 --> 00:41:17.251
therapists who are

00:41:17.271 --> 00:41:18.931
struggling because they're like,

00:41:19.213 --> 00:41:20.293
I am a physical therapist.

00:41:20.452 --> 00:41:21.514
I want to deliver the best

00:41:21.554 --> 00:41:22.394
physical therapy.

00:41:22.474 --> 00:41:24.115
They have 20 years of

00:41:24.195 --> 00:41:25.916
inventory of something that

00:41:25.936 --> 00:41:26.878
they want to sell.

00:41:26.958 --> 00:41:28.059
Now they're trying to find

00:41:28.119 --> 00:41:29.739
somebody who is willing to buy it.

00:41:30.139 --> 00:41:31.920
It's a very different locus

00:41:31.940 --> 00:41:32.882
of control with that.

00:41:32.902 --> 00:41:32.961
Yep.

00:41:33.342 --> 00:41:33.501
Yep.

00:41:33.842 --> 00:41:34.003
Yep.

00:41:34.182 --> 00:41:35.563
That's a great way to look at it.

00:41:35.684 --> 00:41:35.884
Right.

00:41:37.224 --> 00:41:38.365
We got to slap that thing down,

00:41:38.425 --> 00:41:39.405
flip it and reverse it.

00:41:39.485 --> 00:41:39.847
Don't we, Dave?

00:41:39.867 --> 00:41:39.967
Yeah.

00:41:41.112 --> 00:41:41.572
We do.

00:41:41.672 --> 00:41:42.072
We do.

00:41:42.273 --> 00:41:44.373
A shout out to my buddy,

00:41:44.514 --> 00:41:46.775
Alyssa Tiffany from college.

00:41:47.175 --> 00:41:48.416
She sent my wife and I this

00:41:48.496 --> 00:41:51.079
video of a physical therapist,

00:41:52.199 --> 00:41:53.400
Missy Elliott's private

00:41:53.440 --> 00:41:54.762
physical therapist, who, by the way,

00:41:55.262 --> 00:41:57.083
I think he was a Vinitial customer.

00:41:58.103 --> 00:41:58.625
What's his name?

00:41:59.445 --> 00:41:59.864
McKinney.

00:42:00.565 --> 00:42:02.166
Alex McKinney up in Boston,

00:42:02.226 --> 00:42:04.389
marathon physical therapy practice owner.

00:42:04.989 --> 00:42:06.891
And I met him at PPS years ago,

00:42:06.911 --> 00:42:09.452
and I'm pretty sure that he was...

00:42:10.733 --> 00:42:12.893
of initial customer or, or I was, you know,

00:42:12.954 --> 00:42:14.034
he was a prospect or something.

00:42:14.054 --> 00:42:14.434
So I,

00:42:14.653 --> 00:42:16.773
I've known him for years or years ago.

00:42:17.335 --> 00:42:18.394
And this video emerges of

00:42:18.474 --> 00:42:19.775
him dancing backstage.

00:42:19.974 --> 00:42:21.356
And it came out that he's

00:42:22.096 --> 00:42:22.856
Missy Elliott's private

00:42:22.876 --> 00:42:23.615
physical therapist.

00:42:24.016 --> 00:42:26.317
And she posted, she tweeted it.

00:42:26.476 --> 00:42:27.697
She posted the video on,

00:42:27.737 --> 00:42:28.617
I think her Instagram.

00:42:29.077 --> 00:42:29.697
And by the way,

00:42:29.737 --> 00:42:30.918
Missy Elliott or whoever's

00:42:31.257 --> 00:42:31.978
running her account is

00:42:32.398 --> 00:42:33.838
is replying to like

00:42:33.938 --> 00:42:35.039
everyone's comments like

00:42:35.079 --> 00:42:35.981
you know obviously he's got

00:42:36.021 --> 00:42:37.521
like kind of quirky dance

00:42:37.581 --> 00:42:39.043
moves and you know that's

00:42:39.063 --> 00:42:39.764
kind of like the funny

00:42:39.784 --> 00:42:41.365
thing but like she's giving

00:42:41.405 --> 00:42:42.726
him so much kudos and she's

00:42:42.746 --> 00:42:44.148
like she also said I don't

00:42:44.168 --> 00:42:45.028
know if you do you have it

00:42:45.048 --> 00:42:45.768
do you want to screen share

00:42:45.789 --> 00:42:47.130
it or do you need a video yeah

00:43:04.588 --> 00:43:07.289
Dude is living his best life, dude.

00:43:08.028 --> 00:43:08.449
Absolutely.

00:43:08.489 --> 00:43:09.789
So the video is one thing.

00:43:09.989 --> 00:43:12.289
Do you have access to the

00:43:12.349 --> 00:43:14.110
tweet or the caption?

00:43:14.170 --> 00:43:15.010
No, I just grabbed the video.

00:43:15.030 --> 00:43:15.809
I just grabbed the video.

00:43:16.449 --> 00:43:16.969
All right.

00:43:17.411 --> 00:43:18.451
She said something along the

00:43:18.471 --> 00:43:19.590
lines of keeping me and my

00:43:19.650 --> 00:43:22.471
dancers at our top, keeping them on tour.

00:43:23.152 --> 00:43:24.112
This is Missy Elliott

00:43:24.251 --> 00:43:25.751
understanding what business she's in.

00:43:25.851 --> 00:43:27.152
She's in the longevity business.

00:43:27.532 --> 00:43:28.512
How she stays in the

00:43:28.552 --> 00:43:29.512
longevity business is...

00:43:30.512 --> 00:43:32.893
performing over delivering, right?

00:43:32.914 --> 00:43:33.994
She understands what business she is.

00:43:34.135 --> 00:43:35.516
This dude understood what

00:43:35.556 --> 00:43:36.315
business he was in.

00:43:36.335 --> 00:43:37.097
I don't know how he got

00:43:37.117 --> 00:43:38.177
hooked up with Missy Elliott,

00:43:38.777 --> 00:43:40.259
but he was like, well,

00:43:40.378 --> 00:43:41.119
I know what I sell.

00:43:41.139 --> 00:43:42.420
Let's find people that need that.

00:43:43.639 --> 00:43:45.501
So I'll read the caption really quickly.

00:43:45.661 --> 00:43:47.443
Missy Elliott, who, by the way, has

00:43:48.860 --> 00:43:51.702
my phone, I'll look at the followers after,

00:43:51.742 --> 00:43:52.902
but she's got millions of followers.

00:43:53.322 --> 00:43:53.623
She said,

00:43:53.663 --> 00:43:55.123
my physical therapist on the road

00:43:55.164 --> 00:43:56.844
with me is my biggest cheerleader.

00:43:56.965 --> 00:43:57.626
Every show,

00:43:58.045 --> 00:43:59.246
not only is he making sure my

00:43:59.347 --> 00:44:00.467
joints are warmed up,

00:44:01.027 --> 00:44:02.068
he is on the side of the

00:44:02.128 --> 00:44:03.148
stage making sure all my

00:44:03.228 --> 00:44:05.391
dancers energy stays up.

00:44:07.199 --> 00:44:09.920
He'd be doing his own dance moves though.

00:44:10.119 --> 00:44:10.559
Love it.

00:44:11.099 --> 00:44:12.181
He is good energy.

00:44:12.300 --> 00:44:13.041
Get it, Alex.

00:44:13.101 --> 00:44:16.541
And then she tags his Instagram account,

00:44:16.621 --> 00:44:17.682
his username.

00:44:18.543 --> 00:44:20.403
And so then he gets, I mean,

00:44:20.423 --> 00:44:21.284
I think last night he only

00:44:21.324 --> 00:44:25.385
had like five or 600 followers.

00:44:26.005 --> 00:44:29.246
She's got 5.5 million just on Instagram.

00:44:29.266 --> 00:44:30.927
And I think she also tweeted this as well.

00:44:30.967 --> 00:44:32.047
So like, who don't-

00:44:32.688 --> 00:44:34.630
kudos to her and her her

00:44:34.670 --> 00:44:36.351
media team for like sharing

00:44:36.371 --> 00:44:37.391
this and tagging the

00:44:37.452 --> 00:44:38.753
physical therapist and the

00:44:38.793 --> 00:44:40.114
fact that this now gets out

00:44:40.153 --> 00:44:41.554
into millions in front of

00:44:41.635 --> 00:44:43.036
millions of people people

00:44:43.076 --> 00:44:43.715
are gonna you know people

00:44:43.735 --> 00:44:44.536
that like missy elliott

00:44:44.556 --> 00:44:45.358
they're gonna click on this

00:44:47.599 --> 00:44:48.739
shouldn't we ask the social

00:44:48.760 --> 00:44:49.621
media person for missy

00:44:49.661 --> 00:44:50.702
elliott to talk more about

00:44:50.822 --> 00:44:52.043
the fact that he has an ocs

00:44:52.123 --> 00:44:54.945
or if he doesn't or how

00:44:54.985 --> 00:44:56.206
about she helps missy

00:44:56.286 --> 00:44:59.889
elliott missy elliott pop

00:44:59.929 --> 00:45:01.449
quiz what's missy elliott's middle name

00:45:03.128 --> 00:45:04.809
no idea misdemeanor that is

00:45:04.869 --> 00:45:06.989
missy misdemeanor elliott

00:45:07.070 --> 00:45:09.250
come on I didn't think we

00:45:09.269 --> 00:45:10.170
were gonna be talking missy

00:45:10.210 --> 00:45:11.190
elliott but this guy

00:45:11.231 --> 00:45:12.331
understood the assignment

00:45:13.070 --> 00:45:14.112
and you can't too I mean I

00:45:14.152 --> 00:45:14.791
talked I've talked to

00:45:14.831 --> 00:45:16.811
people who are formula one

00:45:17.472 --> 00:45:19.333
driver pts like that's

00:45:19.373 --> 00:45:20.733
super niche you that

00:45:20.793 --> 00:45:21.472
there's no there's no

00:45:21.532 --> 00:45:22.514
reason for them to hire you

00:45:22.574 --> 00:45:24.213
except they understand that their neck

00:45:26.126 --> 00:45:28.068
needs to be in shape or they don't drive.

00:45:28.168 --> 00:45:28.648
They don't drive.

00:45:28.668 --> 00:45:29.168
They don't make money.

00:45:29.188 --> 00:45:29.588
They don't money.

00:45:29.608 --> 00:45:30.349
They don't make money.

00:45:30.369 --> 00:45:30.889
They don't eat.

00:45:31.728 --> 00:45:33.769
So understand, like find those people,

00:45:34.210 --> 00:45:35.150
find those people you want

00:45:35.190 --> 00:45:36.670
to be around and figure out

00:45:36.710 --> 00:45:38.351
how you can over-serve those people.

00:45:39.711 --> 00:45:42.293
So now is this Alex's Hawk to a moment?

00:45:42.472 --> 00:45:43.873
Like, is this, yes.

00:45:47.056 --> 00:45:47.617
Exactly.

00:45:47.637 --> 00:45:51.119
I just sent him a connection

00:45:51.159 --> 00:45:52.358
request through LinkedIn.

00:45:52.398 --> 00:45:53.179
So let's see.

00:45:53.920 --> 00:45:54.619
Let's see.

00:45:54.699 --> 00:45:56.740
Can we live try to get him on the show?

00:45:56.860 --> 00:45:57.380
Like, Dave,

00:45:58.021 --> 00:46:01.282
can your people talk to his people?

00:46:01.442 --> 00:46:02.003
How does this work?

00:46:03.262 --> 00:46:04.242
I mean,

00:46:05.184 --> 00:46:06.903
I haven't thought that he's working.

00:46:07.704 --> 00:46:08.525
Do you know how I got the

00:46:08.565 --> 00:46:10.445
job working for K-Rock

00:46:10.465 --> 00:46:11.326
where Howard Stern was?

00:46:12.306 --> 00:46:14.086
I just kept sending demo tapes online.

00:46:15.666 --> 00:46:16.706
I went to a tiny little

00:46:16.786 --> 00:46:17.507
college in the middle of

00:46:17.547 --> 00:46:18.487
nowhere that no one ever heard of.

00:46:19.188 --> 00:46:20.110
I had no connections,

00:46:20.610 --> 00:46:21.690
just kept sending demo tapes.

00:46:21.851 --> 00:46:22.672
I would love to know how

00:46:22.731 --> 00:46:24.293
this happened because however,

00:46:24.353 --> 00:46:25.614
what's the PT's name?

00:46:26.916 --> 00:46:27.715
Alex.

00:46:28.496 --> 00:46:31.059
I'm going to guess this was an accident,

00:46:31.119 --> 00:46:32.701
serendipity or persistence.

00:46:34.101 --> 00:46:35.463
Like I understand that like

00:46:35.503 --> 00:46:38.385
when your uncle is the CBS vice president,

00:46:39.126 --> 00:46:40.027
you can get an internship

00:46:40.047 --> 00:46:40.847
working for Howard Stern.

00:46:41.487 --> 00:46:42.009
That happened.

00:46:42.994 --> 00:46:43.715
But when I looked around

00:46:43.755 --> 00:46:44.936
that room of the 13 interns,

00:46:44.976 --> 00:46:45.775
I realized like, oh,

00:46:45.876 --> 00:46:46.916
eight of us like hustled

00:46:46.936 --> 00:46:48.356
this thing in because we wanted it.

00:46:48.496 --> 00:46:51.018
Like I understood, I knew the target.

00:46:51.039 --> 00:46:51.639
I didn't really understand

00:46:51.659 --> 00:46:52.119
how to get there.

00:46:52.498 --> 00:46:53.260
I just kept doing it.

00:46:53.280 --> 00:46:54.199
I don't want to say I faked

00:46:54.219 --> 00:46:54.760
it till I made it.

00:46:55.159 --> 00:46:56.221
I just kept banging on the door.

00:46:56.320 --> 00:46:57.201
And I would love to know how

00:46:57.240 --> 00:46:58.521
Alex did this.

00:46:59.021 --> 00:47:01.503
My guess is he earned it.

00:47:02.724 --> 00:47:04.003
And I just want to know, you know,

00:47:04.244 --> 00:47:05.224
I just want other people to

00:47:05.284 --> 00:47:07.085
understand that it's there for you.

00:47:07.226 --> 00:47:08.806
I'm not selling, there's no course here,

00:47:08.885 --> 00:47:09.065
guys.

00:47:09.085 --> 00:47:10.027
I'm not selling the secret,

00:47:10.106 --> 00:47:10.766
but just do it.

00:47:12.367 --> 00:47:12.407
Uh,

00:47:13.047 --> 00:47:14.788
Jimmy, I don't know, Tony, maybe not.

00:47:15.027 --> 00:47:16.349
Have you heard of J Balvin?

00:47:17.048 --> 00:47:18.550
Jimmy, have you heard of J Balvin?

00:47:18.570 --> 00:47:18.650
No.

00:47:18.670 --> 00:47:19.971
All right.

00:47:20.010 --> 00:47:22.932
Well, he is a, where is he from?

00:47:23.713 --> 00:47:24.634
Columbia, I think.

00:47:25.634 --> 00:47:30.416
He is a huge Spanish speaking artist.

00:47:30.476 --> 00:47:32.018
Like one of the biggest,

00:47:32.077 --> 00:47:33.039
one of the biggest in the world.

00:47:33.079 --> 00:47:33.958
Like other than what's the

00:47:33.978 --> 00:47:36.780
other guy from Puerto Rico?

00:47:37.541 --> 00:47:38.041
No, no, no.

00:47:38.081 --> 00:47:38.581
The newer guy.

00:47:40.588 --> 00:47:42.210
So you know how old I am.

00:47:42.230 --> 00:47:43.409
I just yelled out Ricky Martin.

00:47:43.871 --> 00:47:44.130
Okay.

00:47:44.190 --> 00:47:46.751
So this artist, Jay Balvin.

00:47:47.271 --> 00:47:47.492
Yeah.

00:47:47.871 --> 00:47:48.132
Oh, yeah.

00:47:48.152 --> 00:47:48.693
He looks familiar.

00:47:49.072 --> 00:47:50.032
Yeah.

00:47:50.052 --> 00:47:51.554
50 million followers on Instagram.

00:47:52.054 --> 00:47:52.394
50 million.

00:47:52.414 --> 00:47:53.315
Okay.

00:47:53.394 --> 00:47:55.376
So Kat Kano is a physical therapist.

00:47:55.416 --> 00:47:57.597
She lives like real close to Manhattan,

00:47:57.617 --> 00:47:58.536
but on the Jersey side.

00:47:58.617 --> 00:48:01.018
And she is his private physical therapist.

00:48:01.039 --> 00:48:03.119
She's recorded videos like

00:48:03.360 --> 00:48:04.880
on his private jet and like

00:48:05.019 --> 00:48:06.320
on tour and before and

00:48:06.360 --> 00:48:08.041
after concerts and events or whatever.

00:48:09.514 --> 00:48:09.835
I love it.

00:48:09.894 --> 00:48:12.335
I think the more that this is possible and,

00:48:12.596 --> 00:48:12.835
you know,

00:48:12.956 --> 00:48:14.135
some artists have their own

00:48:14.155 --> 00:48:15.117
chiropractor or their own

00:48:15.157 --> 00:48:16.597
personal physical therapist or whatever,

00:48:16.617 --> 00:48:18.858
the more that this gets out there,

00:48:18.978 --> 00:48:19.657
like this is just,

00:48:19.938 --> 00:48:21.697
this is just free like branding from.

00:48:21.717 --> 00:48:23.298
Yeah, I don't want it.

00:48:23.978 --> 00:48:25.498
I agree with that.

00:48:25.539 --> 00:48:26.800
I don't want the focus to be like,

00:48:26.880 --> 00:48:28.000
this is how you make it.

00:48:29.159 --> 00:48:30.139
Alex understood he's in the

00:48:30.159 --> 00:48:31.141
relationship business.

00:48:31.780 --> 00:48:32.860
So he probably did a lot

00:48:32.900 --> 00:48:33.860
more listening to Missy

00:48:33.920 --> 00:48:35.461
Elliott than talking about himself.

00:48:36.467 --> 00:48:37.849
And then he understood, I don't know,

00:48:37.949 --> 00:48:38.969
is Missy Elliott somebody I

00:48:39.030 --> 00:48:40.911
can and want to help on a regular basis?

00:48:41.512 --> 00:48:42.833
And then he figured out how to do that.

00:48:43.574 --> 00:48:44.556
And now he's standing on the

00:48:44.615 --> 00:48:46.918
sign doing way better dance

00:48:46.958 --> 00:48:47.637
moves than I could.

00:48:47.657 --> 00:48:48.438
You can mock this guy's

00:48:48.458 --> 00:48:49.400
dancing all you want.

00:48:50.041 --> 00:48:51.981
I'm even more 10 times awkward.

00:48:52.422 --> 00:48:53.664
But this is full circle.

00:48:53.784 --> 00:48:54.905
Understand what business you're in.

00:48:55.284 --> 00:48:56.507
Alex is in the you living

00:48:56.527 --> 00:48:57.547
your best life business.

00:48:58.108 --> 00:48:59.248
And while he's helping Missy

00:48:59.329 --> 00:49:00.170
Elliott live her best life

00:49:00.210 --> 00:49:00.831
and her dancers,

00:49:01.331 --> 00:49:02.271
he's living his best life.

00:49:03.614 --> 00:49:03.875
Jimmy,

00:49:03.914 --> 00:49:05.356
you think you dated yourself with

00:49:05.416 --> 00:49:06.998
Ricky Martin when Dave was

00:49:07.059 --> 00:49:09.201
talking about Spanish-speaking singers?

00:49:09.481 --> 00:49:11.503
I thought of Julio Iglesias.

00:49:12.184 --> 00:49:13.806
The first thing I said was Iglesias,

00:49:13.826 --> 00:49:14.666
but I meant his son.

00:49:14.686 --> 00:49:16.088
What was his son's name?

00:49:16.108 --> 00:49:17.630
I don't know.

00:49:17.670 --> 00:49:18.451
The other Iglesias.

00:49:19.474 --> 00:49:22.097
Ricky, not Ricky, not Ricky Martin.

00:49:22.416 --> 00:49:23.898
Then there was another Iglesias.

00:49:24.619 --> 00:49:25.521
This might be a good time to

00:49:25.581 --> 00:49:30.005
end the show for stuff.

00:49:30.085 --> 00:49:30.867
Before we end,

00:49:30.907 --> 00:49:32.068
we've got a couple of minutes here.

00:49:32.088 --> 00:49:34.451
Uh, last night I was reminded,

00:49:34.751 --> 00:49:36.273
and this is real tactical.

00:49:36.333 --> 00:49:37.693
So anybody watching and you

00:49:37.713 --> 00:49:38.976
guys can chime in.

00:49:38.996 --> 00:49:40.117
You've heard me say this before.

00:49:40.137 --> 00:49:40.177
Uh,

00:49:41.539 --> 00:49:42.719
I fell off the wagon.

00:49:42.739 --> 00:49:43.000
You know,

00:49:43.019 --> 00:49:45.422
I was doing blog posts constantly.

00:49:45.442 --> 00:49:47.063
I had done, I want to say,

00:49:47.063 --> 00:49:49.686
500 blog posts last calendar year.

00:49:49.706 --> 00:49:52.289
ChatGPT made it possible.

00:49:54.143 --> 00:49:55.704
from a tactical perspective.

00:49:56.304 --> 00:49:58.664
So you listening now,

00:49:58.746 --> 00:50:00.365
you can't just use ChatGPT

00:50:00.405 --> 00:50:01.146
to write content.

00:50:01.186 --> 00:50:02.367
It's never gonna be good enough.

00:50:02.427 --> 00:50:03.626
And we know that Google and

00:50:03.806 --> 00:50:05.367
SEO wants it to be unique,

00:50:05.387 --> 00:50:06.788
wants different perspectives.

00:50:08.048 --> 00:50:09.108
So somebody was asking me

00:50:09.148 --> 00:50:10.108
yesterday about how I

00:50:10.148 --> 00:50:11.289
created this content.

00:50:11.309 --> 00:50:12.050
And I was like, oh,

00:50:12.210 --> 00:50:13.289
let me share it with everybody.

00:50:13.769 --> 00:50:15.050
Here's the simple formula.

00:50:15.931 --> 00:50:18.293
i go in with an idea to chat

00:50:18.313 --> 00:50:20.634
gpt I say hey I want to

00:50:20.653 --> 00:50:21.994
write a series of articles

00:50:22.235 --> 00:50:23.755
on this topic right now I'm

00:50:23.795 --> 00:50:24.775
talking about two things

00:50:24.996 --> 00:50:27.257
rtm and dry needling and so

00:50:27.277 --> 00:50:28.478
I said hey this is this is

00:50:28.518 --> 00:50:30.019
the topic let's create an

00:50:30.139 --> 00:50:32.061
outline together five part outline

00:50:32.300 --> 00:50:33.882
Because that's typically a

00:50:33.882 --> 00:50:35.603
1,500 word article.

00:50:36.063 --> 00:50:37.706
So I say, give me a five part outline.

00:50:37.965 --> 00:50:39.246
ChatGPT generates it.

00:50:39.266 --> 00:50:41.849
I say, I want these topics included.

00:50:41.869 --> 00:50:44.451
It regenerates a better outline.

00:50:44.472 --> 00:50:45.452
And then I said,

00:50:45.632 --> 00:50:47.514
I want you to be a ghostwriter.

00:50:47.534 --> 00:50:49.976
I want you to interview me.

00:50:50.175 --> 00:50:51.396
I want you to ask me a

00:50:51.458 --> 00:50:52.659
specific question to each

00:50:52.699 --> 00:50:53.739
section in the article.

00:50:53.780 --> 00:50:55.501
And I want you to use my

00:50:55.561 --> 00:50:57.362
tone of voice and content

00:50:57.443 --> 00:50:59.605
that I share in my response

00:51:00.304 --> 00:51:01.166
in the article,

00:51:01.226 --> 00:51:03.288
but then add your own

00:51:03.588 --> 00:51:04.809
information to it to make

00:51:04.869 --> 00:51:06.170
it more comprehensive.

00:51:07.070 --> 00:51:08.231
I want each section to be at

00:51:08.271 --> 00:51:10.673
least 150 to 300 words,

00:51:10.733 --> 00:51:12.295
and I give it a couple other prompts.

00:51:12.856 --> 00:51:15.498
And then the beauty is I do

00:51:15.557 --> 00:51:17.719
that on the desktop first,

00:51:18.320 --> 00:51:20.543
and then I switch to my app on my phone.

00:51:20.583 --> 00:51:21.563
Because on my phone,

00:51:22.103 --> 00:51:23.025
I'll hit the little voice

00:51:23.065 --> 00:51:23.965
recorder if you don't have

00:51:24.005 --> 00:51:25.806
a nice mic connected to your desktop.

00:51:26.507 --> 00:51:27.889
ChatGPT will ask me one

00:51:27.949 --> 00:51:29.469
question at a time per section.

00:51:30.130 --> 00:51:31.431
I'll just record my answer

00:51:31.931 --> 00:51:33.291
and I'll just talk into my phone.

00:51:33.331 --> 00:51:35.032
And just like Jimmy was

00:51:35.132 --> 00:51:36.572
asking me or Dave was asking me,

00:51:37.293 --> 00:51:38.853
it'll transcribe my response.

00:51:39.094 --> 00:51:41.635
It'll put that into its chat.

00:51:42.596 --> 00:51:44.157
Once we finish the five sections,

00:51:44.217 --> 00:51:45.478
then I'll have it generate

00:51:45.878 --> 00:51:47.518
the final article one

00:51:47.599 --> 00:51:49.019
section at a time because

00:51:49.039 --> 00:51:51.260
it still can't handle a full article yet.

00:51:52.081 --> 00:51:54.742
And then I tell it to write

00:51:54.802 --> 00:51:57.806
me each response using HTML formatting.

00:51:57.985 --> 00:51:59.367
I want H2 tags.

00:51:59.527 --> 00:52:00.568
I want bullet points.

00:52:00.708 --> 00:52:01.889
I want underlines.

00:52:02.009 --> 00:52:03.469
And so I give it the

00:52:03.530 --> 00:52:04.851
formatting prompts because

00:52:04.871 --> 00:52:05.851
I want something that's

00:52:05.911 --> 00:52:08.813
very interesting to look at and read.

00:52:08.833 --> 00:52:11.175
And literally last night,

00:52:11.175 --> 00:52:13.277
15 minutes from start to finish,

00:52:13.336 --> 00:52:14.597
I had a finished article

00:52:14.657 --> 00:52:16.239
with my unique perspectives.

00:52:16.320 --> 00:52:18.181
I think it was I did one for dry needling,

00:52:18.260 --> 00:52:18.880
one for RTM.

00:52:19.842 --> 00:52:21.682
Uh, it was awesome, you know, and,

00:52:21.802 --> 00:52:23.182
and this,

00:52:23.302 --> 00:52:25.384
anybody could do this on any topic.

00:52:26.063 --> 00:52:27.083
What you could also do now,

00:52:27.123 --> 00:52:27.643
I'm sure you've,

00:52:27.804 --> 00:52:28.764
you've done this probably,

00:52:28.784 --> 00:52:29.565
but other people is like

00:52:29.824 --> 00:52:31.864
now take that article and

00:52:31.925 --> 00:52:33.246
get someone to ask you five

00:52:33.306 --> 00:52:34.686
questions and turn it into a video.

00:52:35.106 --> 00:52:35.646
That's a five,

00:52:35.646 --> 00:52:36.927
10 minute video and take that five,

00:52:36.927 --> 00:52:37.947
10 minute video and make it

00:52:38.347 --> 00:52:39.847
five to 10 minute, 30 second clips.

00:52:40.108 --> 00:52:42.608
Like understand that this

00:52:42.668 --> 00:52:44.108
ain't tell business, right?

00:52:44.295 --> 00:52:45.356
This is show business.

00:52:45.396 --> 00:52:46.358
You don't tell people.

00:52:47.021 --> 00:52:48.083
You need to show people, right?

00:52:48.103 --> 00:52:48.724
We always tell people,

00:52:48.804 --> 00:52:49.666
show the coach how much

00:52:49.726 --> 00:52:50.869
work you're going to do, right?

00:52:50.909 --> 00:52:52.132
Don't just tell them I'm a hard worker.

00:52:52.271 --> 00:52:52.693
Show them.

00:52:53.054 --> 00:52:54.175
Show beats tell.

00:52:56.074 --> 00:52:56.855
Tony, I would love,

00:52:56.875 --> 00:52:57.675
I don't know if you've done it,

00:52:57.715 --> 00:53:00.157
but screen sharing that type of a video,

00:53:00.217 --> 00:53:02.079
like a 15 minute video for YouTube,

00:53:02.559 --> 00:53:03.820
like the screen share of

00:53:03.940 --> 00:53:05.222
building that whole,

00:53:05.262 --> 00:53:05.842
like going through the

00:53:05.862 --> 00:53:06.802
prompts and building that

00:53:06.862 --> 00:53:07.744
whole article through

00:53:07.764 --> 00:53:09.264
ChatGPT from start to finish,

00:53:09.284 --> 00:53:11.407
I think would get a lot of views for you.

00:53:11.786 --> 00:53:12.568
Now here's the math.

00:53:13.108 --> 00:53:14.228
Here's the decision point.

00:53:14.690 --> 00:53:15.811
Of the people listening,

00:53:16.090 --> 00:53:17.231
I'm talking to you.

00:53:18.733 --> 00:53:21.856
You're thinking, maybe this is too hard.

00:53:21.936 --> 00:53:22.775
No, maybe I can do it.

00:53:22.815 --> 00:53:23.996
Tony's going to walk me right through it.

00:53:25.023 --> 00:53:26.143
Everybody's gonna be doing this.

00:53:26.603 --> 00:53:29.985
So I'm one of a million people doing this.

00:53:30.746 --> 00:53:33.728
You're not, you're not, you're not.

00:53:34.007 --> 00:53:36.070
It quite literally like luck

00:53:36.150 --> 00:53:37.371
favors the bolt.

00:53:37.431 --> 00:53:38.971
Luck favors the people that show up.

00:53:39.731 --> 00:53:41.233
I'm telling you it's not too

00:53:41.273 --> 00:53:43.193
late to begin doing what

00:53:43.233 --> 00:53:44.235
Tony just described.

00:53:44.755 --> 00:53:46.096
It seems like the world is crowded.

00:53:46.115 --> 00:53:47.817
It seems like YouTube's saturated.

00:53:47.856 --> 00:53:48.797
It seems like starting a

00:53:48.817 --> 00:53:50.018
podcast is a crazy idea.

00:53:50.719 --> 00:53:51.159
I'm telling you,

00:53:51.179 --> 00:53:52.139
you don't understand how

00:53:52.619 --> 00:53:53.820
two things on both ends of

00:53:53.840 --> 00:53:54.280
the bell curve.

00:53:55.335 --> 00:53:56.998
how large the world actually

00:53:57.117 --> 00:54:01.563
is and how lazy most people actually are.

00:54:01.903 --> 00:54:02.684
And I'm telling you,

00:54:03.246 --> 00:54:04.106
the juice is worth a

00:54:04.146 --> 00:54:05.989
squeeze on creating things

00:54:06.050 --> 00:54:07.351
because we are not in healthcare.

00:54:07.552 --> 00:54:08.472
It's not a tell business.

00:54:08.572 --> 00:54:09.213
It's a show business.

00:54:10.420 --> 00:54:10.641
All right.

00:54:10.721 --> 00:54:12.081
I'm going to be the nice guy in this.

00:54:12.121 --> 00:54:13.443
I want to say they're not lazy.

00:54:13.983 --> 00:54:14.744
I want to say they're

00:54:14.824 --> 00:54:17.726
insecure and they're busy working.

00:54:17.766 --> 00:54:19.367
We're stuck on that hamster wheel.

00:54:19.467 --> 00:54:21.768
I talked to so many therapists, PTs, OTs,

00:54:21.947 --> 00:54:22.469
SLPs,

00:54:23.248 --> 00:54:25.449
every minute of every day is being

00:54:25.550 --> 00:54:27.771
squeezed so tight to make a living.

00:54:28.251 --> 00:54:30.373
that they don't have the creative time.

00:54:30.492 --> 00:54:31.793
The three of us can sit here

00:54:31.833 --> 00:54:32.974
for an hour and just talk

00:54:33.014 --> 00:54:35.375
about stuff because we kind

00:54:35.434 --> 00:54:37.054
of stepped out of the matrix.

00:54:37.574 --> 00:54:38.976
We stepped out of that world.

00:54:39.056 --> 00:54:40.436
We were able to do this.

00:54:40.556 --> 00:54:41.956
Not everybody necessarily

00:54:42.016 --> 00:54:44.197
has that ability right this minute.

00:54:44.978 --> 00:54:45.958
uh one other thing that I

00:54:45.998 --> 00:54:46.858
want to throw out there I

00:54:46.878 --> 00:54:47.599
don't know if anyone's

00:54:47.699 --> 00:54:48.659
using it I don't think any

00:54:48.679 --> 00:54:49.860
of the three of us are but

00:54:49.960 --> 00:54:51.201
I'm gonna trial it it's a

00:54:51.240 --> 00:54:52.981
company called hey gen

00:54:53.722 --> 00:54:58.684
h-e-y-g-e-n it's a video ai

00:54:58.804 --> 00:55:01.344
tool basically it'll create

00:55:01.525 --> 00:55:03.626
avatars for you or it will

00:55:03.686 --> 00:55:06.186
record you and turn you

00:55:06.286 --> 00:55:07.367
into a video avatar

00:55:08.327 --> 00:55:10.710
so that like Jimmy was kind of saying,

00:55:10.929 --> 00:55:12.291
I could take that article now,

00:55:12.771 --> 00:55:15.032
tell GPT to distill it down

00:55:15.231 --> 00:55:18.014
into a two or three minute video script.

00:55:18.074 --> 00:55:19.295
I can put that video script

00:55:19.414 --> 00:55:21.135
into a program like HeyGen,

00:55:21.615 --> 00:55:23.597
and then it will use video of me

00:55:24.438 --> 00:55:26.938
Creating a video that can go on YouTube.

00:55:26.978 --> 00:55:30.800
Now, I just saw an ad on my Facebook feed.

00:55:31.481 --> 00:55:34.342
Obviously, AI generated video of a girl,

00:55:34.442 --> 00:55:35.101
right?

00:55:35.443 --> 00:55:37.023
There is no doubt the lips

00:55:37.063 --> 00:55:38.483
and everything was kind of wonky.

00:55:39.003 --> 00:55:40.864
But I go back to we need to

00:55:40.905 --> 00:55:42.005
start understanding how

00:55:42.045 --> 00:55:43.385
these tools work now,

00:55:43.485 --> 00:55:44.286
even though they're not

00:55:44.606 --> 00:55:45.766
ready for primetime.

00:55:46.286 --> 00:55:47.228
because they will be.

00:55:47.788 --> 00:55:48.949
They're going to come.

00:55:49.309 --> 00:55:50.570
They're going to get better

00:55:50.789 --> 00:55:52.311
exponentially faster.

00:55:52.751 --> 00:55:54.793
So if we can start playing with this,

00:55:55.793 --> 00:55:57.054
if I don't have the time to

00:55:57.094 --> 00:55:57.994
create a original video,

00:55:58.034 --> 00:55:59.056
which for me is just faster

00:55:59.076 --> 00:55:59.916
to turn on the camera,

00:56:00.577 --> 00:56:01.597
I can upload a script.

00:56:02.038 --> 00:56:04.619
I can let the AI do it for me,

00:56:04.760 --> 00:56:05.860
and then I can put it out

00:56:05.940 --> 00:56:06.721
to the community.

00:56:06.780 --> 00:56:08.822
And it's my actual words.

00:56:09.161 --> 00:56:10.382
It's my content.

00:56:10.402 --> 00:56:11.664
It's my information.

00:56:12.103 --> 00:56:13.945
I'm just letting the video

00:56:14.545 --> 00:56:15.827
generator create the video.

00:56:16.487 --> 00:56:19.329
it's wild this stuff uh it's

00:56:19.469 --> 00:56:20.710
uh it's simple not easy

00:56:21.012 --> 00:56:21.692
like I'm just telling you

00:56:21.711 --> 00:56:22.914
like if you were asking me

00:56:22.974 --> 00:56:23.693
is the juice worth the

00:56:23.733 --> 00:56:24.735
squeeze on paying attention

00:56:24.775 --> 00:56:27.097
learning these skills my

00:56:27.157 --> 00:56:29.440
answer would be yes all

00:56:29.460 --> 00:56:30.581
right parting shots guys

00:56:30.601 --> 00:56:31.822
what do you got dave what do you got

00:56:33.148 --> 00:56:36.333
I'm going to use Scott's comment here.

00:56:36.813 --> 00:56:37.653
He commented live.

00:56:38.054 --> 00:56:39.755
Scott, at Health Mention,

00:56:40.637 --> 00:56:41.577
everyone wants to grow,

00:56:41.778 --> 00:56:43.820
but nobody wants to change.

00:56:44.302 --> 00:56:46.244
I think that is just perfect for today,

00:56:46.324 --> 00:56:47.644
or at least from my perspective.

00:56:48.085 --> 00:56:49.027
Everybody wants biceps.

00:56:49.067 --> 00:56:49.827
Nobody does curls.

00:56:50.188 --> 00:56:50.849
Tony, what do you got?

00:56:52.061 --> 00:56:54.023
I'm going to double down on Scott.

00:56:55.103 --> 00:56:57.244
He's doing a great job with his LinkedIn.

00:56:57.346 --> 00:56:58.346
He's putting a lot of great

00:56:58.385 --> 00:56:59.246
content out there.

00:56:59.327 --> 00:57:00.007
He talked about the

00:57:00.047 --> 00:57:01.047
difference between being a

00:57:01.108 --> 00:57:02.449
manager and being a leader.

00:57:03.329 --> 00:57:04.570
The leader inspires.

00:57:04.650 --> 00:57:06.190
People are drawn to leaders.

00:57:06.291 --> 00:57:07.632
The manager is really just

00:57:07.652 --> 00:57:08.753
kind of the enforcer.

00:57:10.193 --> 00:57:11.355
I always hope to stay out of

00:57:11.375 --> 00:57:12.195
the manager role.

00:57:12.735 --> 00:57:14.637
I love leadership and

00:57:14.737 --> 00:57:15.757
following great leaders.

00:57:17.327 --> 00:57:18.507
I'm going to end on a note

00:57:18.588 --> 00:57:21.010
that seems a little sad, but it's not.

00:57:21.251 --> 00:57:22.291
So I went to a tiny little

00:57:22.311 --> 00:57:23.273
Catholic university at

00:57:23.293 --> 00:57:24.193
upstate New York called St.

00:57:24.213 --> 00:57:24.813
Bonaventure.

00:57:25.434 --> 00:57:27.436
And there was this larger

00:57:27.456 --> 00:57:29.398
than life character who who

00:57:29.478 --> 00:57:30.559
lived on campus,

00:57:30.599 --> 00:57:32.260
was at the university for, I don't know,

00:57:32.260 --> 00:57:32.742
30 plus years.

00:57:32.782 --> 00:57:33.822
And he passed away this week.

00:57:34.382 --> 00:57:35.443
And it sounds like, oh, my gosh,

00:57:35.463 --> 00:57:37.166
we don't do obituaries here on the show,

00:57:37.186 --> 00:57:37.445
do we?

00:57:37.846 --> 00:57:38.786
His name was Father Dan.

00:57:39.668 --> 00:57:40.648
And he would live in the

00:57:40.708 --> 00:57:42.250
dorms like two or three

00:57:42.289 --> 00:57:43.769
nights a week with an open door.

00:57:43.789 --> 00:57:44.590
So when you're maybe coming

00:57:44.630 --> 00:57:46.692
back from the bar, there's his door.

00:57:46.711 --> 00:57:49.233
And he was sipping a drink himself.

00:57:49.293 --> 00:57:50.434
And he would have conversations.

00:57:50.474 --> 00:57:52.034
He knew where his audience was.

00:57:52.954 --> 00:57:53.635
And he knew when we were

00:57:53.675 --> 00:57:55.257
most susceptible to having

00:57:55.297 --> 00:57:55.916
a conversation.

00:57:55.956 --> 00:57:56.858
It wasn't at noon.

00:57:57.617 --> 00:57:59.878
It was at 2, 15 in the morning.

00:58:00.280 --> 00:58:02.300
And he would have these – he would –

00:58:02.960 --> 00:58:04.282
Perfect example of a great

00:58:04.342 --> 00:58:06.264
interviewer is you'd come in,

00:58:06.664 --> 00:58:08.186
and he would have an open-ended question,

00:58:08.286 --> 00:58:09.327
and then wherever he wanted to go,

00:58:09.447 --> 00:58:11.429
Father Dan, I don't know if God exists.

00:58:11.809 --> 00:58:13.110
He would take the con side.

00:58:13.411 --> 00:58:14.411
He'd let you play pro,

00:58:14.452 --> 00:58:15.413
but he understood that the

00:58:15.972 --> 00:58:17.315
goal was the conversation.

00:58:17.355 --> 00:58:18.155
So Father Dan,

00:58:18.476 --> 00:58:20.797
an institution where I went to school,

00:58:21.277 --> 00:58:21.958
hopefully they name a

00:58:22.039 --> 00:58:23.280
building or several

00:58:23.300 --> 00:58:24.822
buildings after Father Dan, they will.

00:58:26.422 --> 00:58:27.143
But understand,

00:58:27.304 --> 00:58:28.445
Father Dan understood what

00:58:28.525 --> 00:58:29.284
game he was in.

00:58:29.425 --> 00:58:31.726
He was not in the finger wagging.

00:58:31.806 --> 00:58:33.288
You weren't at church yesterday.

00:58:33.347 --> 00:58:34.128
You got to get there.

00:58:34.429 --> 00:58:35.389
He met people quite

00:58:35.429 --> 00:58:36.289
literally where they were

00:58:36.309 --> 00:58:37.331
at two in the morning in

00:58:37.371 --> 00:58:39.452
the dorms and had those conversations.

00:58:40.233 --> 00:58:41.213
Be more like that.

00:58:41.534 --> 00:58:42.375
Not a religious thing,

00:58:42.695 --> 00:58:44.836
not a become a brother or a friar.

00:58:45.197 --> 00:58:46.958
But can you be that Father

00:58:46.998 --> 00:58:49.320
Dan type person in someone's life?

00:58:49.400 --> 00:58:50.920
I think we have a great opportunity.

00:58:50.981 --> 00:58:52.121
And to the people that do

00:58:52.161 --> 00:58:53.742
that now get to stand on

00:58:53.762 --> 00:58:55.023
the side stage and do

00:58:55.043 --> 00:58:56.005
whatever dance they want.

00:58:56.425 --> 00:58:58.708
at the Missy Misdemeanor Elliott concert.

00:58:59.449 --> 00:58:59.969
Do whatever you want.

00:59:00.369 --> 00:59:00.650
Gentlemen,

00:59:00.670 --> 00:59:01.711
we'll see you back on Thursday

00:59:01.731 --> 00:59:04.356
at PC Pinecast is where you can find me,

00:59:04.456 --> 00:59:06.038
Dave Kittle, Concierge Pain Relief,

00:59:06.137 --> 00:59:06.998
Tony Meritato.

00:59:07.460 --> 00:59:09.021
You've got your Learn Medicare billing.

00:59:09.041 --> 00:59:09.943
We've got all these things.

00:59:09.983 --> 00:59:10.684
We should put them in a

00:59:10.744 --> 00:59:11.585
signature somewhere and

00:59:11.625 --> 00:59:12.686
just make sure people can find us.