Hiring PTs With Heart: Why Storytelling Beats Job Boards

WEBVTT

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How cool that effect was.

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Wasn't that great?

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That was so amazing.

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Super cool.

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Will Humphries, back on the show.

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You know, I prepare.

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You're a podcast host now.

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Let's talk podcaster to podcaster.

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Yes, do it.

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And this wouldn't have been a thing to

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talk about four years ago,

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but now lots of people have podcasts.

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Yourself included.

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The Willpower Podcast.

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Boom.

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Already.

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Eighteen seconds in.

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We've already got the mention.

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Good.

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Get out of the way.

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I feel like the call to action is

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already there.

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This has been a home run.

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No, I appreciate that.

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How much or little do you prepare for

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an episode?

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Or does it matter what the topic is?

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Does it matter who the guest is?

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Does it matter?

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It matters to me.

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Absolutely.

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So it depends on the person.

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Absolutely.

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There are people like you that I don't

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want to prepare.

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Yeah.

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If I've got a Jimmy McCain, then,

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and by the way,

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I want you on my show.

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I think it's fantastic.

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And I think it's one of those things

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where like,

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it's more fun to get into the moment

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with people who are top of mind thinkers.

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There's also some really brilliant people,

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as you know,

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who just need time to prepare.

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And those people I like to prepare.

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Yeah.

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as a way of helping bridge that gap.

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So I have,

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if I have a guest coming on with

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a complex topic, I know nothing about,

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I'll typically do more research.

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If I've got a Jimmy McKay,

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one of my favorite people in the world

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who I know can just speak brilliance,

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then I don't like to,

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cause it actually ruins it.

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So yeah, that's how I,

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that's how I approach these things.

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Just so we're clear,

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I prepared zero for Will today.

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And my preparation is like a little, like,

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you know, it's a little, you know,

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I used to prepare crazy amounts and then

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I was like, okay, I know what I,

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I know what I need enough to get

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enough.

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I think I'd be offended if you prepared.

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I think I would literally be like, dude,

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you know me.

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Let's just roll.

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Let's kill this.

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I probably should have had the dates of

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the thing we're going to talk about.

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But I've got you.

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You know the dates.

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Who cares?

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There's my source.

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That's right.

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So wait.

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So what's new?

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I literally just want to ask what's new.

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Because you're like me.

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Whatever you're doing now is different

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than what you were probably doing six

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months ago.

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And you're probably doing something in the

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background now that six months from now

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we'll have another reason to talk.

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But what is now?

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What is the present?

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Yeah.

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My whole focus now is virtual assistants

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that I don't know if that was last

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time we talked or not.

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Have we talked about that?

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It was the last time we talked and

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it wasn't really a thing in the world.

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Like it was a thing in the world,

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but it wasn't as big of it.

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It wasn't,

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Yes, I had four other companies.

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No kidding.

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I had four other companies.

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Thirty second background for people are

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like, who is this guy?

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I am a physical therapist,

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used to have a private practice,

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really sucked at it,

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got a lot of coaching,

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got decent at it,

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sold that thing for seven million in

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twenty eighteen,

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started four other companies.

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Three of them became multimillion.

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almost had a heart attack,

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decided virtual assistants was the future

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for me.

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And that was just a year and a

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half ago.

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And since that timeframe,

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that is my entire focus is helping virtual

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assistants offload every non-clinical role

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in a company.

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We have over a hundred and fifty clients

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across the country,

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over two hundred and fifty virtual

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assistants working for us.

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I'm going to Tokyo in like three weeks

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after Christmas to go be with them for

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the next year's strategy and planning.

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It's this thing is has totally just taken

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off.

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It has been by far the coolest thing

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I've ever done since becoming a physical

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therapist.

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Virtual rock star.

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Virtual rock star.

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You're leaving out as you're as you're.

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Sidekick marketing director,

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you're leaving out a big chunk.

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You're sort of stealing a page out of

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Bombas or Tom's Shoes because the people

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you're employing to do the work,

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the people who are paying you are getting

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a deal.

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Yes.

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So they're getting good work.

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It has to be quality first.

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Absolutely.

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Got it.

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They're getting it at a rate that they're

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like, oh...

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Oh, okay.

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Yeah.

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No, this is a good rate.

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The quality is better than the rate.

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So there's a good ROI there.

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I can tell you the exact numbers if

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you want.

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It's incredibly useful because compared to

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an American employee making an hour,

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what they would pay to hire one of

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my people will save them a year of

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profit.

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So that's the savings.

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They hire a virtual assistant and it's the

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second fastest growing trend in

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healthcare, right?

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So what's interesting is virtual

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assistants are coming in.

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Most PT, OT,

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SLPs are slow adopters of technology.

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So many people initially are like,

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I don't know if I want to get

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that outsourced feeling to my clients,

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not realizing how different this is.

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And so here's our big secret, Jimmy.

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We pay our VAs a lot more than

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my competitors.

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Not only my specialized.

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Yeah.

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So we pay them two to three times

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what they would make for most.

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So my margin is ten to fifteen percent.

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I'm telling you on a podcast with my

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profit margin is.

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And why?

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Because I want to pay those VAs as

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much as possible so that my partners in

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America,

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like it's almost like an avatar when that

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they get on the horse and they bond.

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Or like if I can create the, yeah,

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that like the hairs come together.

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Like if I can get the PT owner,

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OT owner,

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SLP owner to connect with their VA and

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they become family, then like it's, yeah.

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And they tell me the money savings is

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great,

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but what they love is not having to

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work to find someone that's offloading

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them.

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And by the way,

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shows up like it's life saving money

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because it is,

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it's life changing money to these VAs.

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This is what I wanted you to do.

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Now go to the other side.

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This is where I was saying,

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you're sort of taking a page from Bombas

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socks or Tom shoes where it's like,

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so what you're really doing also is it

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like, we love to save us some money,

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right?

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So I'm getting something good.

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The price point is like, great.

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but you're also doing like,

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what's the other side of this equation?

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What are you doing to the virtual

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assistants days and lives?

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It is bringing them out of poverty.

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Literally we have,

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the first time I hired a virtual

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assistant,

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Jimmy was for my old billing company.

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I hired a virtual assistant against my

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greater desire because medical billing

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companies are known as like the kiss of

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death when you outsource overseas.

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But I hired my first girl.

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Let's call her Amy.

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And do you know why?

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Because her name was Amy.

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So Amy, I offer her the job.

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She cries.

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And I'm like,

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I've never had anyone cry before.

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Not on the way in,

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usually on the way out, though.

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Yes.

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And usually it's me crying.

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And then she shows up every day powerful.

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She actually made the Americans work

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harder because she was on the team going,

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what else can I do for you?

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and so what's interesting is is i found

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out later that amy bought her family their

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first refrigerator their first car took

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her dad out of a really inefficient

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nursing home and took him into home and

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cared for him because she was making so

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quote so much more money and so when

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my partners my friends started saying hey

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will help me do this and i kept

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telling them no until they kept saying

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dude we're offering you money and you're

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saying no to us

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That's when everything shifted.

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Because recruiting is my favorite thing.

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That's what my summit,

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my upcoming in-person thing we're going to

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talk about is all about.

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Because recruiting is not about hiring.

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It's about fulfilling our purpose as

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leaders to make more leaders.

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So wait, wait, wait, wait.

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This is like marketing and sales.

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These two things are tied.

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Recruiting and hiring are like...

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are our yeah it's biz dev right biz

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dev is the new patients and the new

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hires we make so this is marketing and

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sales for for building so then if they're

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different which they are because they're

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different words so what is what are this

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what are the like what all right then

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just what is recruiting and what is hiring

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Yeah.

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So recruiting is just the general term we

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use to describe the entire process of

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getting people to join our team and to

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buy in.

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But we don't think about recruiting

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outside of just bringing people on to

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hire.

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See,

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hiring is the actual act of them coming

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on.

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Recruiting is the process of getting the

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emotional buy-in,

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and it does result in hiring more.

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But we recruit people all the time who

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never join our company.

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That's where people screw up.

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If people who own clinics could realize

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that their job is to promote their purpose

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to universities and to recruit them,

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I'm putting air quotes for people who

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can't see,

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to recruit everyone to join them in their

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mission,

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even if they don't join your team.

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Great PR, baby.

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Right?

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It's all about public relations.

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I guess that's a better way of saying

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it from where you're labeling it because

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that's the smart way is recruiting is

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about public relations, right?

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Hiring is the act of converting someone

00:08:36.557 --> 00:08:37.639
who, you know,

00:08:37.658 --> 00:08:38.940
you might hand the Kool-Aid out to a

00:08:38.960 --> 00:08:41.160
hundred people and only one converts to

00:08:41.581 --> 00:08:42.160
being hired.

00:08:42.201 --> 00:08:42.841
That's okay.

00:08:43.121 --> 00:08:44.522
That's the right person.

00:08:44.601 --> 00:08:44.822
Yes.

00:08:45.082 --> 00:08:46.363
That's the same in sales of like,

00:08:46.602 --> 00:08:48.364
you know, closing the sale, right?

00:08:48.423 --> 00:08:49.504
You don't even use that language in

00:08:49.544 --> 00:08:51.245
physical therapy erroneously, but that's,

00:08:51.285 --> 00:08:51.966
that's what that is.

00:08:52.145 --> 00:08:52.306
Yeah.

00:08:52.365 --> 00:08:53.986
Marketing gets them to your door.

00:08:54.167 --> 00:08:56.107
Sales gets them to swipe a credit card.

00:08:56.533 --> 00:08:56.732
Right.

00:08:56.793 --> 00:08:58.234
And marketing, we hear that word and like,

00:08:58.274 --> 00:08:58.695
what is it?

00:08:58.735 --> 00:09:00.655
It's about promoting a purpose.

00:09:01.277 --> 00:09:02.677
So it's PR again,

00:09:02.717 --> 00:09:04.038
like we're out there doing good in the

00:09:04.078 --> 00:09:04.278
world.

00:09:04.318 --> 00:09:06.240
If I'm going out to a charity,

00:09:07.041 --> 00:09:08.221
I want to tell the world about it,

00:09:08.261 --> 00:09:09.623
not because I'm patting myself on the

00:09:09.663 --> 00:09:09.903
back,

00:09:09.923 --> 00:09:11.684
but because it inspires people to do

00:09:11.745 --> 00:09:12.485
charity.

00:09:12.885 --> 00:09:14.187
And so that's where we screw up in

00:09:14.226 --> 00:09:14.547
PT.

00:09:14.586 --> 00:09:14.947
It's like, well,

00:09:14.966 --> 00:09:16.388
I don't want to toot my own horn.

00:09:16.408 --> 00:09:17.068
It's like, well, no,

00:09:17.328 --> 00:09:18.490
you're just screwing up your opportunity

00:09:18.509 --> 00:09:19.931
to help people be better.

00:09:20.211 --> 00:09:21.251
And then some of those people join your

00:09:21.292 --> 00:09:21.591
team.

00:09:21.873 --> 00:09:22.113
Right.

00:09:22.273 --> 00:09:24.073
I did something that I think came off

00:09:24.173 --> 00:09:24.534
super...

00:09:26.229 --> 00:09:28.789
like douchey on the internet,

00:09:28.870 --> 00:09:29.711
not on purpose.

00:09:30.030 --> 00:09:30.250
Sure.

00:09:31.030 --> 00:09:33.371
So I would see people putting up job

00:09:33.412 --> 00:09:35.312
posting, other physical therapy clinics,

00:09:35.332 --> 00:09:35.432
right?

00:09:35.452 --> 00:09:36.393
Because that's who I'm friends with on

00:09:36.413 --> 00:09:36.793
LinkedIn.

00:09:37.153 --> 00:09:40.394
They'll put up job postings and I would

00:09:40.914 --> 00:09:42.395
reshare their posting,

00:09:42.535 --> 00:09:44.256
but I would rewrite their ad and

00:09:46.523 --> 00:09:50.948
And it didn't go over all the...

00:09:50.989 --> 00:09:53.611
It wasn't a hundred percent success rate.

00:09:54.133 --> 00:09:55.014
Were they offended because they felt like

00:09:55.033 --> 00:09:55.875
you were minimizing them?

00:09:56.576 --> 00:09:57.397
Not minimizing them.

00:09:57.437 --> 00:09:58.717
I think they were like, mine was fine.

00:09:58.778 --> 00:09:59.759
And I was like, it was not fine.

00:10:01.946 --> 00:10:04.528
And here's why, like we could write,

00:10:04.648 --> 00:10:05.509
you could right now,

00:10:05.548 --> 00:10:08.870
we could live write a crappy job posting.

00:10:08.910 --> 00:10:09.270
First of all,

00:10:09.291 --> 00:10:10.192
don't call it a job posting.

00:10:10.231 --> 00:10:10.793
Like you would,

00:10:11.052 --> 00:10:12.693
we'll call it a purpose posting.

00:10:13.134 --> 00:10:13.595
Thank you.

00:10:13.934 --> 00:10:14.554
Or something.

00:10:15.015 --> 00:10:15.135
Yeah.

00:10:15.556 --> 00:10:16.996
So the step one, they usually do,

00:10:17.116 --> 00:10:18.118
they get wrong as they're like,

00:10:18.697 --> 00:10:19.599
we're looking for,

00:10:19.818 --> 00:10:20.919
and you started with way.

00:10:21.419 --> 00:10:22.221
Stop talking.

00:10:22.543 --> 00:10:23.243
It's about them.

00:10:23.643 --> 00:10:24.984
The language is you.

00:10:25.504 --> 00:10:25.663
Correct.

00:10:25.683 --> 00:10:27.245
Are you like the who?

00:10:27.705 --> 00:10:27.985
Right.

00:10:28.164 --> 00:10:29.566
The hook is always the most important

00:10:29.605 --> 00:10:29.846
thing.

00:10:29.966 --> 00:10:32.726
I teach this in webinars that the most

00:10:32.767 --> 00:10:34.187
powerful way to write a job ad,

00:10:34.207 --> 00:10:34.908
and I know you know this,

00:10:34.927 --> 00:10:35.908
I'm just saying this for the audience,

00:10:36.509 --> 00:10:38.509
is that we use the whole purpose of

00:10:38.548 --> 00:10:40.730
the first sentence is to get them to

00:10:40.789 --> 00:10:43.510
read the rest of the ad, period.

00:10:43.530 --> 00:10:43.711
Correct.

00:10:43.731 --> 00:10:44.591
What do you say?

00:10:44.932 --> 00:10:45.172
Yes.

00:10:45.692 --> 00:10:48.173
The purpose of the first date is to

00:10:48.192 --> 00:10:48.974
get a second date.

00:10:48.994 --> 00:10:49.653
Right.

00:10:50.073 --> 00:10:51.394
The purpose of the second date is to

00:10:51.414 --> 00:10:51.835
get the third date.

00:10:51.875 --> 00:10:52.914
If you say the purpose of the first

00:10:52.934 --> 00:10:53.735
date is to get married,

00:10:53.755 --> 00:10:55.657
that's a red flag.

00:10:56.057 --> 00:10:57.778
The purpose of the pickup line is to

00:10:57.798 --> 00:10:58.557
get a giggle.

00:10:58.638 --> 00:11:00.619
The purpose of the second line is to

00:11:00.658 --> 00:11:01.419
get blah, blah, blah.

00:11:01.500 --> 00:11:02.639
And eventually you get the number.

00:11:02.700 --> 00:11:04.000
Then you got to start higher.

00:11:04.948 --> 00:11:05.690
Yes, I love that.

00:11:05.769 --> 00:11:07.431
I love that the way you paralleled that

00:11:07.551 --> 00:11:09.672
I'm going to build on your analogy of

00:11:09.692 --> 00:11:11.013
like the pickup line is to get the

00:11:11.052 --> 00:11:11.413
giggle.

00:11:11.653 --> 00:11:11.974
Why?

00:11:12.333 --> 00:11:14.154
Because we're trying to differentiate.

00:11:14.556 --> 00:11:16.256
We're trying to create a connection like

00:11:16.277 --> 00:11:17.618
you were doing with your hands and an

00:11:17.677 --> 00:11:18.999
emotional response.

00:11:19.019 --> 00:11:21.779
So how do you do that when you're

00:11:21.841 --> 00:11:22.620
doing an ad?

00:11:22.801 --> 00:11:23.861
Well, text, right?

00:11:24.361 --> 00:11:24.542
Right.

00:11:24.602 --> 00:11:26.264
If you're putting it in LinkedIn,

00:11:26.783 --> 00:11:27.544
not LinkedIn, sorry,

00:11:27.625 --> 00:11:28.645
I'm thinking of Indeed.

00:11:28.806 --> 00:11:29.447
You can do LinkedIn,

00:11:29.466 --> 00:11:30.707
but Indeed is more commonly known.

00:11:30.768 --> 00:11:33.309
So the sentence needs to speak to your

00:11:33.530 --> 00:11:35.511
ideal hires, fears, dreams, hopes.

00:11:35.552 --> 00:11:36.393
And so, for example,

00:11:37.094 --> 00:11:38.774
instead of saying we are looking for

00:11:39.336 --> 00:11:42.018
someone to join our great company that

00:11:42.258 --> 00:11:43.679
gives great quality care, which,

00:11:43.720 --> 00:11:45.321
by the way, stop saying quality care.

00:11:45.561 --> 00:11:47.342
No one cares about your quality care.

00:11:47.543 --> 00:11:48.903
That's vanilla mayonnaise.

00:11:48.942 --> 00:11:51.224
That phrase is vanilla mayonnaise, man.

00:11:51.244 --> 00:11:52.083
You think you're better than everyone

00:11:52.104 --> 00:11:52.183
else?

00:11:52.284 --> 00:11:52.625
You're not.

00:11:53.044 --> 00:11:53.404
You're not.

00:11:54.164 --> 00:11:55.946
But you are better in other ways that

00:11:55.985 --> 00:11:56.846
you don't even know.

00:11:57.385 --> 00:11:58.826
And so in that hook, for example,

00:11:58.866 --> 00:11:59.667
if your avatar,

00:11:59.687 --> 00:12:01.187
your ideal hire is a student,

00:12:01.486 --> 00:12:02.307
maybe it's someone who's been out of

00:12:02.327 --> 00:12:03.028
school for a year,

00:12:03.768 --> 00:12:04.467
the hook could be like,

00:12:04.508 --> 00:12:06.609
have you been out of school working as

00:12:06.629 --> 00:12:07.808
a physical therapist and feeling

00:12:07.869 --> 00:12:10.309
disenfranchised with your decision to

00:12:10.350 --> 00:12:10.789
become a PT?

00:12:10.809 --> 00:12:12.350
And you're like, yes.

00:12:12.886 --> 00:12:13.668
Yeah,

00:12:14.067 --> 00:12:15.849
because maybe you have programs that would

00:12:15.908 --> 00:12:17.509
speak to someone like that who's maybe a

00:12:17.529 --> 00:12:19.152
little experienced, doesn't need full.

00:12:19.692 --> 00:12:21.854
And so everyone's avatar is different.

00:12:21.894 --> 00:12:22.693
All the hooks are different,

00:12:22.714 --> 00:12:24.436
but you want to build an avatar based

00:12:24.515 --> 00:12:26.317
on what you do best.

00:12:26.376 --> 00:12:26.996
And you can always,

00:12:27.258 --> 00:12:28.258
if you don't know where to start,

00:12:28.398 --> 00:12:30.080
go find the people who love your company

00:12:30.120 --> 00:12:30.559
the best.

00:12:31.581 --> 00:12:32.881
The people you wish you could clone go,

00:12:33.062 --> 00:12:33.942
why do you like it here?

00:12:33.982 --> 00:12:35.243
What is it about you that you liked

00:12:35.302 --> 00:12:35.703
about it?

00:12:36.163 --> 00:12:37.745
Interview them and then take their words

00:12:37.784 --> 00:12:38.505
and put it in ads.

00:12:38.905 --> 00:12:39.245
Yeah.

00:12:39.807 --> 00:12:40.868
Talk to me about me.

00:12:40.967 --> 00:12:42.669
It's the sexiest thing I'll hear all day.

00:12:43.190 --> 00:12:43.791
Totally.

00:12:44.051 --> 00:12:45.272
I was like, oh, you're so great.

00:12:45.292 --> 00:12:46.092
It's like, oh, no, stop.

00:12:46.133 --> 00:12:46.553
Keep going.

00:12:46.594 --> 00:12:46.974
Keep going.

00:12:47.053 --> 00:12:47.894
Keep going.

00:12:47.914 --> 00:12:48.375
Keep going.

00:12:48.394 --> 00:12:48.816
Keep going.

00:12:48.836 --> 00:12:49.235
Keep going.

00:12:49.296 --> 00:12:49.697
Like, yes,

00:12:49.716 --> 00:12:50.476
I want to hear more about me.

00:12:51.465 --> 00:12:52.966
Yeah, and they're so happy to do that.

00:12:53.025 --> 00:12:54.206
It's such a fun thing because it's also

00:12:54.226 --> 00:12:55.668
like a retention activity.

00:12:55.707 --> 00:12:57.489
If I went up to an employee and

00:12:57.509 --> 00:12:58.210
said, hey, John,

00:12:58.809 --> 00:13:00.250
I wish I had a million more Johns.

00:13:00.331 --> 00:13:01.851
Can you help me find more people just

00:13:01.892 --> 00:13:02.211
like you?

00:13:02.272 --> 00:13:03.352
How is that guy going to feel?

00:13:03.732 --> 00:13:05.533
Appreciated, seen, heard.

00:13:05.975 --> 00:13:06.955
I'm not leaving this place.

00:13:06.995 --> 00:13:08.475
They get me here, right?

00:13:08.856 --> 00:13:11.357
So leveraging them becomes this like team

00:13:11.477 --> 00:13:11.798
effort,

00:13:11.818 --> 00:13:13.679
not just the owner's effort quietly in

00:13:13.720 --> 00:13:14.379
tears at night.

00:13:14.399 --> 00:13:16.761
To everyone, to the internet, to the void,

00:13:16.782 --> 00:13:16.881
right?

00:13:16.902 --> 00:13:18.123
I'm just going to fling it on LinkedIn.

00:13:18.322 --> 00:13:19.783
The answer is just spend more money on

00:13:19.823 --> 00:13:20.224
LinkedIn.

00:13:20.244 --> 00:13:20.985
I'm like, is it though?

00:13:21.625 --> 00:13:23.166
Is it right?

00:13:23.405 --> 00:13:23.586
No.

00:13:24.066 --> 00:13:25.265
Did you see what I was doing?

00:13:25.346 --> 00:13:25.546
Have you,

00:13:25.666 --> 00:13:26.726
have you seen what I was doing the

00:13:26.767 --> 00:13:28.726
last we're recording on in early December?

00:13:29.226 --> 00:13:30.467
I'll put this out fast.

00:13:30.967 --> 00:13:31.648
Yeah.

00:13:31.687 --> 00:13:33.188
So people, so it still has context.

00:13:33.708 --> 00:13:35.889
So we'll talk about this later,

00:13:35.928 --> 00:13:37.009
but I started my own company.

00:13:37.370 --> 00:13:38.750
It's essentially what you were talking

00:13:38.769 --> 00:13:38.929
about.

00:13:38.970 --> 00:13:40.451
Like Will and Jimmy are very,

00:13:40.490 --> 00:13:42.692
very similar human beings.

00:13:42.711 --> 00:13:44.312
I'm pretty sure you can tell the vibe,

00:13:44.351 --> 00:13:45.412
even if you know nothing about me and

00:13:45.432 --> 00:13:46.072
nothing about Will.

00:13:46.712 --> 00:13:49.092
So people were offering me money and I

00:13:49.113 --> 00:13:50.514
didn't want to take money from my friends.

00:13:51.863 --> 00:13:52.124
I was like,

00:13:52.144 --> 00:13:53.246
I'll take money from companies.

00:13:54.298 --> 00:13:54.998
but not my friends,

00:13:55.018 --> 00:13:55.658
but my friends are like,

00:13:55.678 --> 00:13:56.318
we have companies.

00:13:56.339 --> 00:13:56.519
I'm like,

00:13:56.538 --> 00:13:57.700
but they're your companies and you're my

00:13:57.720 --> 00:13:58.960
friends, so therefore, whatever, whatever,

00:13:58.980 --> 00:13:59.260
whatever.

00:13:59.561 --> 00:14:00.941
So I started a company, right?

00:14:01.461 --> 00:14:03.222
So the idea there was,

00:14:03.462 --> 00:14:05.563
can I do the thing that I'm already

00:14:05.604 --> 00:14:08.625
doing for fun and just make a company

00:14:08.664 --> 00:14:08.965
out of it?

00:14:09.446 --> 00:14:10.285
At the same token,

00:14:10.426 --> 00:14:12.506
I do like to have consulting clients or

00:14:12.547 --> 00:14:13.908
clients I just work on projects.

00:14:14.207 --> 00:14:15.708
So the thing I'm doing on LinkedIn,

00:14:16.729 --> 00:14:17.710
so I'm doing it in public,

00:14:17.730 --> 00:14:19.951
which is where the sneaky part is.

00:14:19.990 --> 00:14:21.552
So my last like five posts were,

00:14:22.839 --> 00:14:25.903
If at MedBridge, tagging MedBridge,

00:14:26.384 --> 00:14:28.606
if MedBridge hired me tomorrow,

00:14:28.647 --> 00:14:30.068
here's the first three things I do.

00:14:30.489 --> 00:14:33.173
And then I give them in public three,

00:14:33.894 --> 00:14:35.635
I think, great ideas.

00:14:35.655 --> 00:14:37.118
Great ideas, but might be criticisms,

00:14:37.197 --> 00:14:37.418
right?

00:14:37.899 --> 00:14:38.359
No, no, no.

00:14:38.480 --> 00:14:40.461
Just ideas of... Well, I mean... Hey,

00:14:40.480 --> 00:14:40.740
listen.

00:14:40.780 --> 00:14:42.101
I went to MedBridge's... Here's what I do.

00:14:42.142 --> 00:14:43.123
I go to MedBridge's website.

00:14:43.202 --> 00:14:44.203
I look very quickly.

00:14:44.563 --> 00:14:46.664
I do not dig because no one's going

00:14:46.684 --> 00:14:47.005
to dig.

00:14:47.645 --> 00:14:48.947
Your average person is not digging.

00:14:49.206 --> 00:14:50.467
If I don't see it, it doesn't exist.

00:14:50.788 --> 00:14:52.208
So I go to MedBridge's website.

00:14:52.389 --> 00:14:53.669
I'm sort of taking mental notes.

00:14:53.931 --> 00:14:55.272
I'm recording what I'm...

00:14:55.412 --> 00:14:57.153
I'm like a doctor doing an autopsy.

00:14:58.313 --> 00:14:58.553
Right?

00:14:59.375 --> 00:15:01.336
The kidney weighs three pounds, whatever.

00:15:02.177 --> 00:15:02.797
Nothing remarkable.

00:15:03.096 --> 00:15:04.298
So I'm looking at MedBridge's website.

00:15:04.398 --> 00:15:04.758
Cool.

00:15:05.038 --> 00:15:06.299
And then if they have social...

00:15:08.499 --> 00:15:10.059
I only go if I'm linked from the

00:15:10.080 --> 00:15:10.539
website.

00:15:12.039 --> 00:15:12.961
Because someone might be like,

00:15:12.980 --> 00:15:13.660
we have a YouTube channel.

00:15:13.701 --> 00:15:14.620
I'm like, not linked from the website.

00:15:14.640 --> 00:15:15.120
It doesn't exist.

00:15:15.221 --> 00:15:16.562
I'm not looking for you on YouTube.

00:15:17.322 --> 00:15:18.402
So I'm making mental notes.

00:15:18.682 --> 00:15:20.523
And then I'm just snapshotting everything

00:15:20.543 --> 00:15:21.082
that I'm doing.

00:15:21.623 --> 00:15:22.722
YouTube looks like this.

00:15:22.743 --> 00:15:23.764
They have a lot of success.

00:15:23.783 --> 00:15:25.024
They're vibes.

00:15:25.283 --> 00:15:27.384
I'm just verbally processing everything.

00:15:28.024 --> 00:15:28.585
And then I go...

00:15:30.936 --> 00:15:33.259
What do I think their strategic goals are?

00:15:33.379 --> 00:15:33.879
I'm guessing.

00:15:33.918 --> 00:15:34.700
I'm making a guess.

00:15:34.740 --> 00:15:36.221
This is an educated guess from the

00:15:36.282 --> 00:15:36.741
outside.

00:15:37.003 --> 00:15:38.725
But everybody's making an educated guess.

00:15:38.764 --> 00:15:40.486
Your consumer is making an educated guess

00:15:40.527 --> 00:15:41.467
of what do you do?

00:15:41.707 --> 00:15:42.668
How does it make my life better?

00:15:42.889 --> 00:15:43.610
What do I need to do to get

00:15:43.629 --> 00:15:43.730
it?

00:15:44.311 --> 00:15:45.631
And then I write up three fictitious

00:15:45.692 --> 00:15:46.033
ideas.

00:15:46.052 --> 00:15:46.712
They're not fictitious.

00:15:46.753 --> 00:15:48.014
They're real ideas.

00:15:48.034 --> 00:15:48.836
I said to MedBridge...

00:15:51.679 --> 00:15:51.779
Uh,

00:15:51.820 --> 00:15:53.421
for every steal a page out of Tom's

00:15:53.441 --> 00:15:56.842
shoes for every American CEU for every

00:15:57.283 --> 00:15:57.984
year subscription,

00:15:58.024 --> 00:15:59.445
I'd give one away to a country,

00:15:59.544 --> 00:16:01.885
a country, uh, underdeveloped country.

00:16:02.966 --> 00:16:04.307
And at checkout,

00:16:04.427 --> 00:16:06.269
I would offer to level up for five

00:16:06.308 --> 00:16:08.309
dollars to now create a micro fund to

00:16:08.330 --> 00:16:11.192
get Internet access and and devices to

00:16:11.231 --> 00:16:11.812
those countries.

00:16:12.072 --> 00:16:13.994
And I would probably partner with World

00:16:14.014 --> 00:16:14.453
Physio,

00:16:14.494 --> 00:16:15.794
World Confederation of Physical Therapy

00:16:15.815 --> 00:16:16.434
because they already have the

00:16:16.455 --> 00:16:17.015
infrastructure.

00:16:18.657 --> 00:16:19.116
Put that up.

00:16:20.355 --> 00:16:21.697
And then people start chiming in and

00:16:21.716 --> 00:16:22.116
people are like,

00:16:22.636 --> 00:16:23.736
just regular people are like,

00:16:24.057 --> 00:16:24.837
they don't work at MedBridge,

00:16:24.857 --> 00:16:25.177
but they're like,

00:16:25.437 --> 00:16:26.238
that is a really good idea.

00:16:26.918 --> 00:16:27.678
How come they aren't doing that?

00:16:28.519 --> 00:16:30.019
And then people who know people at

00:16:30.038 --> 00:16:31.220
MedBridge start tagging people at

00:16:31.240 --> 00:16:31.580
MedBridge.

00:16:31.860 --> 00:16:33.080
And now I have a meeting with the

00:16:33.200 --> 00:16:34.600
director of content in two days.

00:16:35.157 --> 00:16:36.136
No way.

00:16:36.397 --> 00:16:37.738
And it might not go anywhere.

00:16:37.778 --> 00:16:39.557
How cool is that?

00:16:39.597 --> 00:16:42.198
Going back to lead gen and marketing and

00:16:42.239 --> 00:16:44.340
promoting a purpose and doing good to the

00:16:44.379 --> 00:16:44.700
world.

00:16:45.519 --> 00:16:47.201
It's just amazing how it invites

00:16:47.441 --> 00:16:48.061
opportunity.

00:16:48.081 --> 00:16:50.782
It invites these wonderful opportunities

00:16:50.802 --> 00:16:52.062
that we never would have dreamed of.

00:16:52.282 --> 00:16:55.682
But could you do that for a post

00:16:55.743 --> 00:16:56.744
on LinkedIn to hire,

00:16:57.144 --> 00:16:59.063
to find a great clinician?

00:16:59.344 --> 00:17:00.365
Absolutely.

00:17:01.706 --> 00:17:02.207
Yes.

00:17:02.847 --> 00:17:04.809
Make it a story.

00:17:05.790 --> 00:17:07.011
I know it's going to take you longer

00:17:07.372 --> 00:17:08.752
than it would if you just wrote the

00:17:08.792 --> 00:17:09.874
standard five sentence.

00:17:10.154 --> 00:17:11.615
We are looking for a great clinician to

00:17:11.655 --> 00:17:12.396
join our team.

00:17:12.916 --> 00:17:15.278
But people that's it's mayonnaise flavored

00:17:15.318 --> 00:17:15.900
ice cream, man.

00:17:15.920 --> 00:17:18.221
They ain't eating it at all.

00:17:18.602 --> 00:17:19.782
So that time is wasted.

00:17:19.923 --> 00:17:20.943
I'm going to say triple down.

00:17:20.963 --> 00:17:21.805
I'm telling a story.

00:17:22.065 --> 00:17:23.185
And now I don't know if you've seen

00:17:23.226 --> 00:17:23.626
this thing.

00:17:24.387 --> 00:17:25.729
Well, there's this stuff.

00:17:26.048 --> 00:17:26.710
I don't know how to explain it.

00:17:26.730 --> 00:17:27.470
It's called AI.

00:17:28.010 --> 00:17:29.991
You can do this very freaking quickly.

00:17:30.353 --> 00:17:32.114
Well, so do that.

00:17:32.394 --> 00:17:32.954
It's a power.

00:17:33.115 --> 00:17:34.256
You can chop down a tree with an

00:17:34.296 --> 00:17:35.156
ax or you can use a chainsaw.

00:17:35.176 --> 00:17:35.576
Your choice.

00:17:35.737 --> 00:17:37.278
No one else is doing this anyway.

00:17:37.298 --> 00:17:39.059
It's one of those things where the few

00:17:39.099 --> 00:17:41.162
companies that have an online presence who

00:17:41.182 --> 00:17:43.663
are leveraging LinkedIn are automatically

00:17:43.784 --> 00:17:45.445
better than anyone who's doing nothing

00:17:45.465 --> 00:17:47.667
because most people in our industry don't

00:17:47.708 --> 00:17:48.448
do squat.

00:17:48.949 --> 00:17:50.170
So here's one thing I want to just

00:17:50.190 --> 00:17:50.549
promote.

00:17:50.750 --> 00:17:51.830
Something that you said that I thought was

00:17:51.871 --> 00:17:53.412
super powerful I want to double down on.

00:17:54.212 --> 00:17:56.576
is that the reason the MedBridge idea

00:17:56.635 --> 00:17:58.978
works so well is because you legitimately

00:17:59.098 --> 00:17:59.798
are passionate.

00:17:59.858 --> 00:18:02.582
It wasn't a tactic to get the meeting.

00:18:03.544 --> 00:18:04.464
Now, you're not dumb.

00:18:04.845 --> 00:18:06.046
You understand that's going to be a

00:18:06.125 --> 00:18:07.428
product potential,

00:18:07.627 --> 00:18:08.909
and it does inspire that.

00:18:08.950 --> 00:18:11.011
But it's an alignment of both of those

00:18:11.051 --> 00:18:11.432
things.

00:18:12.153 --> 00:18:13.933
So we're not doing the posts to get

00:18:13.994 --> 00:18:14.634
a hire.

00:18:15.035 --> 00:18:17.676
We're doing the posts to inspire.

00:18:17.696 --> 00:18:19.219
Oh, Will's always making it rhyme.

00:18:19.419 --> 00:18:19.699
Yes.

00:18:20.819 --> 00:18:22.881
And then the hires come as a...

00:18:22.901 --> 00:18:24.122
So what's cool about that too is that

00:18:24.142 --> 00:18:24.923
when we're doing something that's

00:18:24.962 --> 00:18:27.404
inspiring, we... I loved it.

00:18:27.424 --> 00:18:28.246
We love to do it.

00:18:28.266 --> 00:18:29.046
So it's not work.

00:18:29.086 --> 00:18:30.166
It becomes this thing of like,

00:18:30.426 --> 00:18:31.268
I can be consistent.

00:18:31.367 --> 00:18:32.628
I can post three times a week on

00:18:32.669 --> 00:18:34.790
LinkedIn because every week in your case,

00:18:34.810 --> 00:18:36.332
you're finding a company that you can use

00:18:36.352 --> 00:18:38.693
your brilliance for to serve in some

00:18:38.794 --> 00:18:40.734
general way that the public even benefits

00:18:40.755 --> 00:18:41.236
from hearing.

00:18:41.675 --> 00:18:42.616
And then guess what happens?

00:18:42.656 --> 00:18:44.278
People get tagged and you get interviews.

00:18:44.657 --> 00:18:46.038
So the idea being that we have to

00:18:46.118 --> 00:18:47.880
find, it always starts with inspiration.

00:18:48.320 --> 00:18:50.082
And that's why when we recruit VAs,

00:18:50.221 --> 00:18:52.163
it's so vital that we know what's really

00:18:52.202 --> 00:18:54.325
driving the heart and soul of our clients

00:18:54.464 --> 00:18:55.144
and the VA.

00:18:55.545 --> 00:18:57.807
That's how you make that avatar hair bond.

00:18:58.166 --> 00:18:59.448
So it's one of those things that you

00:18:59.468 --> 00:19:00.449
could do this to recruit.

00:19:00.469 --> 00:19:02.630
You could do this to find a spouse

00:19:02.650 --> 00:19:03.490
for crying out loud.

00:19:03.510 --> 00:19:05.311
You could do this recruiting.

00:19:05.432 --> 00:19:08.173
Recruiting to me is such a crappy word

00:19:08.693 --> 00:19:10.836
because it's really about this, this like,

00:19:11.776 --> 00:19:15.576
art of building people around us and

00:19:15.616 --> 00:19:17.198
helping us serve them and guess what the

00:19:17.238 --> 00:19:19.018
product is they serve us and so we

00:19:19.038 --> 00:19:20.199
do that when we get married we do

00:19:20.239 --> 00:19:21.919
that when we find partners and businesses

00:19:21.959 --> 00:19:23.440
we do that with strategic partners when

00:19:23.480 --> 00:19:24.720
Jimmy and I get together it's all we

00:19:24.759 --> 00:19:27.101
do and that's every it's like the best

00:19:27.141 --> 00:19:29.162
part of life is that thing that we

00:19:29.182 --> 00:19:30.422
just use this crude term in business

00:19:30.442 --> 00:19:33.242
called recruiting recruiting so then okay

00:19:33.303 --> 00:19:36.084
so we just talked about recruiting but

00:19:36.104 --> 00:19:38.505
then there's hiring so

00:19:40.325 --> 00:19:41.086
What is that now?

00:19:41.145 --> 00:19:42.646
What's the pickup line?

00:19:44.208 --> 00:19:45.269
Help me understand hiring then,

00:19:45.429 --> 00:19:46.750
now that I understand what the difference

00:19:46.769 --> 00:19:47.990
is between hiring and recruiting.

00:19:48.371 --> 00:19:49.751
Yeah, this is such a fun conversation.

00:19:50.732 --> 00:19:51.913
They would think that we spent weeks

00:19:51.933 --> 00:19:52.374
preparing this.

00:19:52.394 --> 00:19:55.435
So hiring is the agreement,

00:19:55.936 --> 00:19:56.856
just like marriage.

00:19:57.017 --> 00:19:58.038
And I love that you went there in

00:19:58.077 --> 00:19:58.659
your analogy,

00:19:58.699 --> 00:20:01.480
because what makes a marriage successful?

00:20:01.661 --> 00:20:02.821
Is it because we dated well?

00:20:03.461 --> 00:20:04.763
That's like saying we're hiring well

00:20:04.784 --> 00:20:05.865
because we recruited well.

00:20:05.944 --> 00:20:07.426
It does make a difference.

00:20:07.606 --> 00:20:08.147
Matter of fact,

00:20:08.268 --> 00:20:09.529
it's the main thing up until the

00:20:09.569 --> 00:20:10.049
agreement.

00:20:10.671 --> 00:20:12.292
But as you know, and as I know,

00:20:12.493 --> 00:20:13.575
once someone's married,

00:20:14.115 --> 00:20:15.257
it's a whole new world.

00:20:15.277 --> 00:20:15.998
Right.

00:20:16.018 --> 00:20:16.898
So what's the starting line,

00:20:16.919 --> 00:20:17.579
not the finish line?

00:20:17.700 --> 00:20:17.859
Yeah.

00:20:18.300 --> 00:20:20.182
And so the thought I want people to

00:20:20.222 --> 00:20:20.763
think about

00:20:21.625 --> 00:20:23.165
is that when we are hiring,

00:20:23.185 --> 00:20:25.147
that's the actual close of the sale.

00:20:25.188 --> 00:20:27.469
That's the end in mind of the recruiting

00:20:27.509 --> 00:20:28.910
process and the business terms.

00:20:29.549 --> 00:20:31.030
But it's the beginning of this long term

00:20:31.070 --> 00:20:31.672
relationship.

00:20:31.731 --> 00:20:33.472
So the way that I'm going to phrase

00:20:33.492 --> 00:20:34.574
this is from Stephen Covey.

00:20:34.713 --> 00:20:35.634
Everyone here should know this.

00:20:35.654 --> 00:20:36.095
And if you don't,

00:20:36.134 --> 00:20:36.974
please go read this book.

00:20:37.915 --> 00:20:40.638
it's a win-win agreement so we create in

00:20:40.679 --> 00:20:42.560
that close and this is where people screw

00:20:42.580 --> 00:20:43.741
things up because they're desperate to

00:20:43.781 --> 00:20:45.963
hire you've got a pulse come join the

00:20:45.983 --> 00:20:48.066
team right but when they're recruiting

00:20:48.105 --> 00:20:50.347
correctly and they're inspiring and they

00:20:50.387 --> 00:20:52.750
attract the right mate or the right hire

00:20:53.351 --> 00:20:54.872
then it's a matter of like let's build

00:20:54.912 --> 00:20:57.375
this thing through transparency

00:20:58.174 --> 00:21:00.217
identifying every potential outcome that

00:21:00.356 --> 00:21:01.818
might or may not happen

00:21:02.688 --> 00:21:04.048
and then let's make an agreement about

00:21:04.068 --> 00:21:06.348
what as far as we can and so

00:21:06.608 --> 00:21:10.631
when we hire someone we start the only

00:21:10.671 --> 00:21:12.791
discussion we will ever have with that

00:21:12.832 --> 00:21:15.492
employee until the day that we die not

00:21:15.532 --> 00:21:17.692
until the day they leave us and here's

00:21:17.712 --> 00:21:19.614
what i mean by that if i hire

00:21:19.673 --> 00:21:21.914
someone i'm setting up a win-win agreement

00:21:21.954 --> 00:21:23.555
and that's the language i use and that's

00:21:23.575 --> 00:21:26.957
how we define all the terms right at

00:21:26.997 --> 00:21:27.497
the review

00:21:28.490 --> 00:21:30.330
We're just continuing that discussion.

00:21:30.872 --> 00:21:32.153
How are things going with your win?

00:21:32.593 --> 00:21:33.713
And as an owner of the company,

00:21:34.535 --> 00:21:35.816
it's not between me and the employee,

00:21:35.855 --> 00:21:36.215
by the way.

00:21:36.455 --> 00:21:39.739
I am a steward of the win-win relationship

00:21:39.759 --> 00:21:42.019
between them and this entity called the

00:21:42.079 --> 00:21:42.461
company,

00:21:42.480 --> 00:21:44.201
which is an embodiment of everyone.

00:21:44.923 --> 00:21:47.384
So I make sure as an owner or

00:21:47.403 --> 00:21:47.744
a leader,

00:21:48.105 --> 00:21:49.365
I am making sure both people win at

00:21:49.385 --> 00:21:50.787
that review and win.

00:21:51.166 --> 00:21:51.907
And my goal,

00:21:51.948 --> 00:21:52.749
and this is what I used to say

00:21:52.769 --> 00:21:54.470
when I used to recruit people, Jimmy,

00:21:54.509 --> 00:21:55.871
this was told to me as the most

00:21:55.911 --> 00:21:57.092
effective thing I ever said.

00:21:58.521 --> 00:21:59.882
My goal is not to hire you.

00:22:00.663 --> 00:22:02.063
My goal is to help you find your

00:22:02.103 --> 00:22:02.883
next job,

00:22:03.502 --> 00:22:05.644
whether that's with me or somebody else.

00:22:06.304 --> 00:22:08.105
So they love that because it was a

00:22:08.144 --> 00:22:09.684
commitment to their long term success.

00:22:09.805 --> 00:22:11.665
And that's the commitment we maintain year

00:22:11.746 --> 00:22:12.266
over year.

00:22:12.645 --> 00:22:14.787
And when we fire people or they fire

00:22:14.967 --> 00:22:15.826
us because they leave,

00:22:16.326 --> 00:22:18.027
we continue that discussion.

00:22:18.086 --> 00:22:20.208
And if we start it powerfully and we

00:22:20.248 --> 00:22:21.788
do the best we can because we're imperfect

00:22:21.828 --> 00:22:23.088
to maintain that over time,

00:22:23.128 --> 00:22:24.689
correcting mistakes on both sides.

00:22:25.308 --> 00:22:26.650
I have fired people, Jimmy.

00:22:27.309 --> 00:22:28.871
And the next day had them post something

00:22:28.931 --> 00:22:30.570
positive about my company on Facebook.

00:22:31.310 --> 00:22:33.531
I have people that have fired me that

00:22:33.571 --> 00:22:36.972
we have remained dear friends because I

00:22:37.032 --> 00:22:38.374
recruited them.

00:22:38.753 --> 00:22:40.153
I didn't just hire them.

00:22:40.253 --> 00:22:42.075
They are bought into me and my mission

00:22:42.174 --> 00:22:43.154
as I am to them.

00:22:43.795 --> 00:22:45.135
And we are there to build each other.

00:22:45.175 --> 00:22:46.615
We just don't get to work together because

00:22:46.635 --> 00:22:48.257
it's no longer God's will is how I

00:22:48.317 --> 00:22:48.596
say it.

00:22:48.616 --> 00:22:51.337
So that's the hiring phase of it.

00:22:52.238 --> 00:22:52.878
I've heard it too.

00:22:52.919 --> 00:22:54.318
And this is like a side,

00:22:54.358 --> 00:22:55.519
but I think we're using a lot of

00:22:55.579 --> 00:22:57.480
parallels with marriage or friendships,

00:22:57.519 --> 00:22:58.260
which is, you know,

00:22:58.280 --> 00:23:00.141
if you're super tight with someone in high

00:23:00.181 --> 00:23:01.602
school and you're not so tight anymore,

00:23:02.102 --> 00:23:03.722
it's just someone used an analogy of like,

00:23:04.083 --> 00:23:04.202
well,

00:23:04.222 --> 00:23:05.864
you guys were just walking on the same

00:23:05.903 --> 00:23:07.423
path for four years in high school.

00:23:07.443 --> 00:23:09.505
Then you went to college and that distance

00:23:09.525 --> 00:23:10.786
just brought you on different paths,

00:23:11.125 --> 00:23:12.665
but you might move back to your hometown

00:23:12.905 --> 00:23:13.426
like I did.

00:23:13.787 --> 00:23:14.727
And next thing you know, you're like,

00:23:14.967 --> 00:23:15.047
well,

00:23:15.106 --> 00:23:16.468
now we're at a different phase of life

00:23:16.508 --> 00:23:17.807
and we're closer in proximity.

00:23:17.867 --> 00:23:18.929
But I also had friends that

00:23:20.068 --> 00:23:21.109
I was far away from,

00:23:21.150 --> 00:23:23.131
but still close in relationships.

00:23:23.171 --> 00:23:24.571
So it was this like,

00:23:25.251 --> 00:23:26.512
we're going to walk together for a while.

00:23:26.792 --> 00:23:28.034
Have you ever had a job that lasted

00:23:28.054 --> 00:23:28.693
your entire life?

00:23:28.713 --> 00:23:31.155
Well, no, no, no one does.

00:23:31.476 --> 00:23:32.536
So this whole,

00:23:32.576 --> 00:23:34.096
I'm going to hire for the best person

00:23:34.217 --> 00:23:34.478
ever.

00:23:34.557 --> 00:23:34.857
It's like,

00:23:35.077 --> 00:23:36.858
why don't we find great fit for as

00:23:36.919 --> 00:23:38.279
long as we're together and make that as

00:23:38.319 --> 00:23:40.221
great as we can and understand that my

00:23:40.280 --> 00:23:41.221
job, what you just said,

00:23:41.521 --> 00:23:42.561
my job is to help you find your

00:23:42.602 --> 00:23:43.103
next job,

00:23:43.343 --> 00:23:45.364
whether it's still with me or not.

00:23:45.663 --> 00:23:46.164
Gary Vee,

00:23:47.105 --> 00:23:50.026
has said i'm thrilled when somebody in my

00:23:50.086 --> 00:23:51.527
organization is getting recruited it means

00:23:51.547 --> 00:23:52.946
that person's being seen and doing great

00:23:52.987 --> 00:23:56.969
work and if you're looking to leave and

00:23:56.989 --> 00:23:58.808
this isn't a good fit i want you

00:23:59.189 --> 00:24:01.190
to go somewhere what do i want someone

00:24:01.230 --> 00:24:02.570
who's burned out and doesn't want to do

00:24:02.971 --> 00:24:04.550
the thing this is what we're doing if

00:24:04.590 --> 00:24:06.711
that's not for you anymore it was but

00:24:06.731 --> 00:24:08.792
it's not want you to be happy

00:24:09.453 --> 00:24:09.634
Yeah.

00:24:09.773 --> 00:24:11.934
And we all we all have the fear

00:24:12.154 --> 00:24:14.375
in those relationships of rejection.

00:24:14.476 --> 00:24:16.297
And that's what really drives us as human

00:24:16.336 --> 00:24:16.676
beings.

00:24:16.777 --> 00:24:18.018
I want to just make sure everyone who

00:24:18.077 --> 00:24:20.778
hears this is like we all start there.

00:24:21.078 --> 00:24:22.319
I just want to open like with what

00:24:22.339 --> 00:24:23.000
you're saying, Jimmy,

00:24:23.019 --> 00:24:24.881
I want to open what's possible for them,

00:24:25.521 --> 00:24:26.882
because imagine what happens when we

00:24:26.922 --> 00:24:28.363
remove that fear of rejection.

00:24:29.042 --> 00:24:31.064
And they have the attitude that you just

00:24:31.104 --> 00:24:31.664
described.

00:24:31.964 --> 00:24:33.625
Let's just walk together as long as we're

00:24:33.665 --> 00:24:34.526
meant to walk together,

00:24:34.546 --> 00:24:35.346
whatever that looks like,

00:24:35.426 --> 00:24:36.807
knowing that there's another force out

00:24:36.827 --> 00:24:38.229
there, destiny, God,

00:24:38.249 --> 00:24:39.229
whatever you believe it is.

00:24:39.588 --> 00:24:40.490
For me, it's God.

00:24:41.009 --> 00:24:41.891
This idea of like,

00:24:42.651 --> 00:24:43.912
however long we get to work together,

00:24:44.092 --> 00:24:46.173
I'm going to serve you in that deeper,

00:24:46.232 --> 00:24:47.794
meaningful way as long as humanly

00:24:47.854 --> 00:24:48.295
possible.

00:24:48.315 --> 00:24:50.135
But I also know I'm not going to

00:24:50.155 --> 00:24:51.336
be with you potentially forever.

00:24:51.375 --> 00:24:52.297
So here's what that solves.

00:24:52.696 --> 00:24:54.577
If I hold that relationship with someone

00:24:54.657 --> 00:24:55.138
in that way,

00:24:56.019 --> 00:24:57.519
They feel safe to tell me when they're

00:24:57.539 --> 00:24:58.779
thinking about leaving much earlier,

00:24:59.000 --> 00:25:00.461
which gives me a chance to change things

00:25:00.500 --> 00:25:01.101
in the agreement.

00:25:01.601 --> 00:25:03.981
Or I've had people resign with three

00:25:04.021 --> 00:25:04.561
months notice.

00:25:04.582 --> 00:25:07.263
Like, Hey, like, Hey, well, I just,

00:25:07.284 --> 00:25:08.384
just because I care about you and I

00:25:08.423 --> 00:25:09.523
know that you're not going to freak out

00:25:09.544 --> 00:25:09.924
by this.

00:25:10.025 --> 00:25:11.224
Yeah.

00:25:11.585 --> 00:25:11.964
I think I'm,

00:25:12.105 --> 00:25:13.566
I'm really seriously thinking about this

00:25:13.605 --> 00:25:16.186
opportunity and here's why you can't match

00:25:16.227 --> 00:25:16.326
it.

00:25:16.707 --> 00:25:17.988
And I'm like, yeah, I can't.

00:25:18.988 --> 00:25:19.728
Go do that.

00:25:19.768 --> 00:25:21.588
They trusted that I would see that and

00:25:21.628 --> 00:25:22.829
not make it hard for them.

00:25:22.910 --> 00:25:24.510
Not make their last three months awful

00:25:24.631 --> 00:25:25.730
living hell and make me want to bail

00:25:25.750 --> 00:25:26.010
out.

00:25:26.411 --> 00:25:26.570
Yeah.

00:25:26.652 --> 00:25:27.672
And I had one lady do that and

00:25:27.692 --> 00:25:28.913
then refer like, just like,

00:25:28.932 --> 00:25:30.113
can you help me put the word out?

00:25:30.192 --> 00:25:32.134
And she ended up helping me hire her

00:25:32.193 --> 00:25:32.713
replacement.

00:25:32.733 --> 00:25:33.295
It was crazy.

00:25:33.515 --> 00:25:35.895
Like just that kind of mindset changes the

00:25:35.915 --> 00:25:36.236
whole game.

00:25:36.556 --> 00:25:37.777
Do you want to know how extreme it

00:25:37.817 --> 00:25:37.916
is?

00:25:37.957 --> 00:25:39.397
And well, radio is different, right?

00:25:39.438 --> 00:25:40.798
So if, if, if I,

00:25:40.838 --> 00:25:42.579
so I told my boss, listen,

00:25:42.660 --> 00:25:44.241
I'm going to become a physical therapist.

00:25:44.261 --> 00:25:46.063
I was a radio DJ in Northeast

00:25:46.083 --> 00:25:46.663
Pennsylvania.

00:25:46.682 --> 00:25:47.203
Yeah.

00:25:47.263 --> 00:25:48.064
And in radio,

00:25:48.144 --> 00:25:49.224
you put your two weeks in,

00:25:49.525 --> 00:25:51.326
they hand you a check and a cardboard

00:25:51.346 --> 00:25:51.626
box.

00:25:51.787 --> 00:25:52.346
We're not putting you,

00:25:52.467 --> 00:25:53.468
we'll just pay you for the last two

00:25:53.488 --> 00:25:53.708
weeks.

00:25:54.009 --> 00:25:56.029
We're not putting you on the radio because

00:25:56.069 --> 00:25:57.030
now you got no skin.

00:25:57.050 --> 00:25:58.231
Like we have no idea what you're going

00:25:58.251 --> 00:25:58.632
to say.

00:25:58.811 --> 00:25:59.873
Like you might go rogue.

00:26:00.373 --> 00:26:01.253
Yes.

00:26:01.294 --> 00:26:02.094
But you want to talk about the

00:26:02.134 --> 00:26:03.595
relationship I have with my general

00:26:03.634 --> 00:26:05.076
manager, Bill Palmieri.

00:26:05.236 --> 00:26:06.156
I actually owe that guy a call.

00:26:06.176 --> 00:26:07.017
I haven't talked to him in a while.

00:26:07.817 --> 00:26:09.138
The relationship we had, I was like,

00:26:09.239 --> 00:26:09.558
listen,

00:26:09.818 --> 00:26:11.039
I'm not leaving because I don't like you.

00:26:11.319 --> 00:26:12.221
I'm leaving the profession.

00:26:12.601 --> 00:26:12.780
Like,

00:26:13.896 --> 00:26:15.699
I'm looking at radio at I think I

00:26:15.719 --> 00:26:17.160
was twenty eight years old and I'm like,

00:26:17.460 --> 00:26:18.682
this isn't me at thirty eight.

00:26:18.801 --> 00:26:19.863
I need to do something different.

00:26:19.942 --> 00:26:20.784
I'm going to go this way,

00:26:21.183 --> 00:26:22.025
not leaving because I don't like the

00:26:22.045 --> 00:26:22.365
station.

00:26:22.424 --> 00:26:23.645
I'm not going to another station.

00:26:23.766 --> 00:26:24.686
I'm not, you know,

00:26:25.667 --> 00:26:27.329
and I walked into his office fully

00:26:27.369 --> 00:26:28.451
prepared for him to be like,

00:26:28.510 --> 00:26:30.152
here's a check and a cardboard box because

00:26:30.172 --> 00:26:31.073
this the industry, man.

00:26:31.574 --> 00:26:33.255
And he goes, how long can you stay?

00:26:33.816 --> 00:26:34.236
And I was like,

00:26:35.116 --> 00:26:36.037
I got to do these things called

00:26:36.076 --> 00:26:37.018
prerequisites.

00:26:37.577 --> 00:26:39.558
And I was, you know,

00:26:39.739 --> 00:26:41.239
and it's going to take me a while,

00:26:41.278 --> 00:26:42.339
but I just wanted you to know,

00:26:42.500 --> 00:26:43.941
because I love the station and I built

00:26:43.980 --> 00:26:45.060
it up for the last seven years.

00:26:45.421 --> 00:26:46.221
I want it to succeed.

00:26:46.240 --> 00:26:47.082
So you got to get someone in my

00:26:47.122 --> 00:26:48.041
seat, like,

00:26:48.201 --> 00:26:49.502
and I'll help you find that person if

00:26:49.522 --> 00:26:50.462
you want or not, whatever.

00:26:50.742 --> 00:26:51.784
And he goes, how long can you stay?

00:26:51.804 --> 00:26:52.023
I'm like,

00:26:52.263 --> 00:26:54.204
the prereqs are going to be a year

00:26:54.224 --> 00:26:54.605
and a half.

00:26:54.625 --> 00:26:54.944
And he goes,

00:26:55.204 --> 00:26:56.125
let's do a year and a half.

00:26:56.685 --> 00:26:58.046
So I was standing in a year and

00:26:58.125 --> 00:26:59.807
a half notice in radio.

00:27:01.127 --> 00:27:01.248
Wow.

00:27:01.268 --> 00:27:02.409
Usually don't get a week and a half's

00:27:02.469 --> 00:27:02.709
notice.

00:27:02.969 --> 00:27:04.329
So he goes, do me a favor.

00:27:04.650 --> 00:27:05.631
Don't tell anybody yet.

00:27:05.711 --> 00:27:07.011
Cause I don't want everybody else to freak

00:27:07.152 --> 00:27:07.311
out.

00:27:07.772 --> 00:27:08.693
Cause everybody looks at you.

00:27:08.733 --> 00:27:09.954
Like you're the guy who knows what he's

00:27:09.994 --> 00:27:10.194
doing.

00:27:11.256 --> 00:27:11.476
Yeah.

00:27:11.496 --> 00:27:12.296
Because it's fear.

00:27:12.355 --> 00:27:14.298
It's like, what do I, yeah, totally.

00:27:14.337 --> 00:27:16.180
So I was standing in the radio studio.

00:27:16.920 --> 00:27:18.622
in between Pearl Jam and Foo Fighters

00:27:18.662 --> 00:27:20.324
songs with a physics book doing all my

00:27:20.364 --> 00:27:20.845
prereqs.

00:27:21.085 --> 00:27:23.146
I was interviewing the guy from Shinedown

00:27:23.488 --> 00:27:23.928
and he's like,

00:27:24.528 --> 00:27:25.650
why do you have a physics book there?

00:27:25.670 --> 00:27:26.049
I was like, oh,

00:27:26.090 --> 00:27:27.172
sometimes we just need to hold the door

00:27:27.231 --> 00:27:28.133
open and that's a heavy book.

00:27:28.153 --> 00:27:29.034
And he's like, oh, okay.

00:27:29.074 --> 00:27:30.055
Like I had to tell,

00:27:30.194 --> 00:27:31.517
I had to keep everybody in the dark.

00:27:31.896 --> 00:27:33.156
right you don't want him to call you

00:27:33.176 --> 00:27:35.498
a nerd right and it was because we

00:27:35.518 --> 00:27:36.897
had that he's like i get it jimmy

00:27:37.038 --> 00:27:38.598
and i'm not nervous that you're going to

00:27:38.618 --> 00:27:40.479
go ahead and turn that microphone on and

00:27:40.538 --> 00:27:42.000
tear the house down that i know you

00:27:42.059 --> 00:27:43.920
cared about you know you built for the

00:27:43.940 --> 00:27:47.721
last seven years and gosh that's a story

00:27:47.760 --> 00:27:49.582
about radio but is it it couldn't it

00:27:49.682 --> 00:27:51.961
also be about a clinic or a business

00:27:52.041 --> 00:27:53.563
or it could be about anything i love

00:27:53.603 --> 00:27:55.883
the story because it's in my mind it's

00:27:55.903 --> 00:27:57.163
a hundred percent about trust

00:27:58.240 --> 00:28:01.102
And my favorite book of all time for

00:28:01.142 --> 00:28:01.461
business.

00:28:01.501 --> 00:28:02.903
And this isn't like an exaggeration.

00:28:02.923 --> 00:28:03.784
This is like when people say,

00:28:03.804 --> 00:28:05.065
do you have a favorite business book?

00:28:05.265 --> 00:28:05.924
I have a favorite.

00:28:06.266 --> 00:28:07.086
What is it?

00:28:07.226 --> 00:28:10.248
It's called the speed of trust by Stephen

00:28:10.288 --> 00:28:11.730
Covey's son, Stephen Covey,

00:28:11.809 --> 00:28:13.651
which immediately you're like, well,

00:28:13.711 --> 00:28:14.550
it's not the main man.

00:28:14.951 --> 00:28:15.912
Surely he's not as good.

00:28:16.613 --> 00:28:17.973
This book was told to me by one

00:28:17.993 --> 00:28:18.914
of my mentors years.

00:28:19.154 --> 00:28:19.755
Oh my gosh.

00:28:19.795 --> 00:28:20.496
He's holding it.

00:28:20.516 --> 00:28:22.416
That's why I slid off screen.

00:28:22.457 --> 00:28:22.717
I was like,

00:28:22.737 --> 00:28:23.958
it's sitting next to me and I got,

00:28:23.978 --> 00:28:24.999
I'm halfway through now.

00:28:25.638 --> 00:28:26.660
It's not an easy read.

00:28:26.680 --> 00:28:27.599
It's not one of those reads where it's

00:28:27.619 --> 00:28:28.460
like a parable.

00:28:28.641 --> 00:28:30.280
Those are my favorite books in terms of

00:28:30.642 --> 00:28:31.481
the ease of reading.

00:28:31.501 --> 00:28:32.762
Story, story, story, yeah.

00:28:32.843 --> 00:28:33.843
I can read it in two hours.

00:28:33.863 --> 00:28:35.943
This is a two to three month project

00:28:35.983 --> 00:28:37.305
for me to read that much of a

00:28:37.365 --> 00:28:38.984
book that is that deep in concept.

00:28:39.506 --> 00:28:41.146
But it was really big because it helped

00:28:41.166 --> 00:28:44.127
me understand how guys like Warren Buffett

00:28:44.327 --> 00:28:47.249
can go do a handshake deal for billions

00:28:47.269 --> 00:28:47.869
of dollars.

00:28:48.609 --> 00:28:50.031
in a matter of days when it should

00:28:50.051 --> 00:28:52.555
have taken years of investigation and

00:28:52.615 --> 00:28:53.896
that's the book goes into that story

00:28:54.317 --> 00:28:55.819
there's just all these things so when we

00:28:55.880 --> 00:28:57.902
build relationships and we're serving our

00:28:57.922 --> 00:28:59.263
when we're trying to inspire people

00:28:59.284 --> 00:29:00.925
through our personal or professional

00:29:00.986 --> 00:29:03.450
purpose we organically build trust because

00:29:03.490 --> 00:29:04.171
we're authentic

00:29:05.185 --> 00:29:06.487
That's the thing about you, Jimmy.

00:29:06.907 --> 00:29:08.689
I have never seen you anything other than

00:29:08.888 --> 00:29:11.631
the way you sound on the show.

00:29:11.711 --> 00:29:12.291
In person,

00:29:12.311 --> 00:29:14.212
it's like you're talking to me on a

00:29:14.272 --> 00:29:14.894
podcast.

00:29:15.473 --> 00:29:16.714
You are who you are,

00:29:16.835 --> 00:29:18.477
and that invites trust.

00:29:18.517 --> 00:29:19.637
And so when we communicate,

00:29:20.798 --> 00:29:21.519
even digitally,

00:29:22.038 --> 00:29:23.941
that's where the AI component becomes

00:29:24.000 --> 00:29:26.182
either a help or a hindrance.

00:29:26.343 --> 00:29:30.125
A guy named Alex Ramosi says that when

00:29:30.165 --> 00:29:31.626
we're communicating digitally,

00:29:32.175 --> 00:29:34.416
know in a mass way and it's not

00:29:34.537 --> 00:29:36.378
authentically individual we should be

00:29:36.419 --> 00:29:37.739
really clear that's what it is like you're

00:29:37.778 --> 00:29:40.560
getting this text reminder as a mass email

00:29:40.601 --> 00:29:42.442
to everybody but when we reach out

00:29:42.501 --> 00:29:44.002
personally that's when we say hey this is

00:29:44.083 --> 00:29:46.664
really me reaching out to you because the

00:29:46.684 --> 00:29:49.006
authenticity creates trust which you know

00:29:49.026 --> 00:29:50.487
from a sales perspective if we wanted to

00:29:50.507 --> 00:29:52.107
be manipulative actually creates an

00:29:52.147 --> 00:29:53.848
emotional experience of them wanting to

00:29:53.888 --> 00:29:56.871
buy in pts suck at being manipulative in

00:29:56.911 --> 00:29:57.250
a great way

00:29:57.770 --> 00:29:59.852
yeah so for us we have one choice

00:30:00.311 --> 00:30:01.913
to really lean in and be ourselves and

00:30:01.932 --> 00:30:04.814
stop trying to just hire people to start

00:30:04.854 --> 00:30:06.474
inspiring the world with what you care

00:30:06.494 --> 00:30:09.796
about and the hires will come i agree

00:30:09.816 --> 00:30:11.076
with you we're very bad at being

00:30:11.116 --> 00:30:13.938
manipulative and that's great but but then

00:30:13.978 --> 00:30:16.038
the funny part is all right let me

00:30:16.058 --> 00:30:17.078
tell a story that it's going to make

00:30:17.118 --> 00:30:19.259
sense i will tell people all the time

00:30:19.539 --> 00:30:20.861
if you i have to put i got

00:30:20.881 --> 00:30:22.501
to put together a presentation for csm

00:30:22.662 --> 00:30:24.041
awesome what's your process well i sit

00:30:24.061 --> 00:30:25.282
down and open powerpoint can

00:30:26.092 --> 00:30:27.032
I want you to not do that.

00:30:27.133 --> 00:30:27.692
And like, why?

00:30:27.712 --> 00:30:27.952
I'm like,

00:30:28.032 --> 00:30:29.634
I want you to take markers out or

00:30:29.653 --> 00:30:31.015
a dry erase board or a big roll

00:30:31.035 --> 00:30:31.855
of butcher paper.

00:30:32.395 --> 00:30:33.056
Start there.

00:30:34.076 --> 00:30:34.396
Why?

00:30:34.676 --> 00:30:36.538
Because that's not a tool for creativity.

00:30:36.557 --> 00:30:39.420
That's a tool for organization and design.

00:30:40.260 --> 00:30:41.500
The creativity comes first.

00:30:41.521 --> 00:30:42.642
Design is terribly important.

00:30:42.862 --> 00:30:43.542
But if you don't know what you're

00:30:43.563 --> 00:30:44.042
designing,

00:30:44.103 --> 00:30:46.124
like a good graphic designer will be like,

00:30:46.144 --> 00:30:47.325
I don't know what I'm designing yet.

00:30:47.365 --> 00:30:48.445
Like they're going to sit there with a

00:30:48.546 --> 00:30:48.645
pen.

00:30:48.685 --> 00:30:51.027
A lot of times it's tactile,

00:30:51.468 --> 00:30:53.269
like they're pens and pads.

00:30:53.788 --> 00:30:55.770
Like good digital graphic designers are a

00:30:55.810 --> 00:30:56.412
lot of times,

00:30:56.652 --> 00:30:58.493
they spend a lot of time with things

00:30:58.513 --> 00:31:00.737
they can touch and feel and pens and

00:31:00.817 --> 00:31:01.917
colored pen, like things like that,

00:31:02.397 --> 00:31:03.460
that I've seen anyway.

00:31:04.119 --> 00:31:06.883
And if you do that,

00:31:07.763 --> 00:31:08.805
you start with PowerPoint,

00:31:09.772 --> 00:31:11.193
That layer,

00:31:12.075 --> 00:31:14.037
it isn't there because you're designing

00:31:14.076 --> 00:31:15.538
for, you're creating for PowerPoint.

00:31:15.557 --> 00:31:17.140
You're creating for the design instead of

00:31:17.539 --> 00:31:18.661
give me the creation.

00:31:18.921 --> 00:31:20.083
I need the lump of clay.

00:31:20.343 --> 00:31:21.083
Don't start with hat.

00:31:21.103 --> 00:31:22.545
You can't start with half a bowl.

00:31:23.045 --> 00:31:24.385
I need a lump of clay and then

00:31:24.406 --> 00:31:25.548
it's going to become something or it

00:31:25.587 --> 00:31:25.968
isn't.

00:31:26.488 --> 00:31:27.588
And you can guide it there.

00:31:28.069 --> 00:31:28.810
That's what I see.

00:31:29.090 --> 00:31:31.813
Like we just talked about writing the job

00:31:31.833 --> 00:31:32.233
description.

00:31:33.665 --> 00:31:36.529
poorly, that person sat down and tried to,

00:31:36.630 --> 00:31:38.672
that PT tried to sat down and become

00:31:39.373 --> 00:31:40.473
a job description writer.

00:31:40.674 --> 00:31:42.237
Don't be a PT that wrote a job

00:31:42.257 --> 00:31:42.717
description.

00:31:43.417 --> 00:31:43.758
Yeah.

00:31:43.798 --> 00:31:44.720
How would you say it?

00:31:44.880 --> 00:31:46.040
Like the question you asked,

00:31:46.261 --> 00:31:47.663
how do we find ten more Johns?

00:31:48.104 --> 00:31:51.047
That's a question that is not how do

00:31:51.086 --> 00:31:52.308
we write a job description.

00:31:52.659 --> 00:31:54.039
That's the PowerPoint version.

00:31:54.119 --> 00:31:56.761
Don't open LinkedIn to write the thing.

00:31:57.102 --> 00:31:59.203
Go to a dry erase board or, uh,

00:32:00.565 --> 00:32:00.724
any,

00:32:00.825 --> 00:32:02.685
like any quite literally just vomit to a

00:32:02.746 --> 00:32:03.346
seven-year-old.

00:32:03.846 --> 00:32:04.326
Yeah.

00:32:04.386 --> 00:32:05.867
Researching it with people that like,

00:32:06.209 --> 00:32:07.849
after you're in that state of research and

00:32:07.869 --> 00:32:09.891
curiosity, then go vomit on a board.

00:32:09.951 --> 00:32:10.372
I love that.

00:32:10.412 --> 00:32:10.912
Correct.

00:32:11.132 --> 00:32:11.451
Yes.

00:32:11.833 --> 00:32:12.854
Then, then you can,

00:32:12.874 --> 00:32:14.455
then you can sort of like, okay,

00:32:14.476 --> 00:32:14.915
we're close.

00:32:14.935 --> 00:32:15.175
Let's see.

00:32:15.215 --> 00:32:15.336
Okay.

00:32:15.356 --> 00:32:16.096
Then we can do this.

00:32:16.136 --> 00:32:17.838
This is, do you have the idea?

00:32:17.979 --> 00:32:18.200
Yeah.

00:32:18.500 --> 00:32:20.902
How do you translate that idea into,

00:32:21.001 --> 00:32:22.023
and now it's going to make sense why

00:32:22.064 --> 00:32:23.424
I said like make a bowl or a

00:32:23.444 --> 00:32:23.785
painting.

00:32:24.165 --> 00:32:26.028
Now you translate the idea into a medium.

00:32:27.199 --> 00:32:30.201
And a medium is text, image, sound, video,

00:32:30.362 --> 00:32:32.943
clay, paint, watercolor.

00:32:32.963 --> 00:32:33.884
Those are mediums.

00:32:33.903 --> 00:32:35.065
That's why it's called media.

00:32:35.846 --> 00:32:37.126
We use words so much a lot of

00:32:37.146 --> 00:32:38.647
times, we lose the meat.

00:32:38.667 --> 00:32:39.269
Where'd that come from?

00:32:39.328 --> 00:32:40.230
Why is it called media?

00:32:40.250 --> 00:32:41.611
It's because there's a medium.

00:32:41.651 --> 00:32:42.672
It's the thing between.

00:32:42.692 --> 00:32:45.134
How do I get there?

00:32:45.173 --> 00:32:46.615
Right now, Will and I are on video,

00:32:46.894 --> 00:32:48.096
but we're also doing audio.

00:32:48.195 --> 00:32:49.876
And I don't know which one you're doing,

00:32:49.896 --> 00:32:51.999
but this conversation translates in both.

00:32:52.358 --> 00:32:53.861
You wouldn't want to read the transcript

00:32:53.901 --> 00:32:54.280
of this.

00:32:54.621 --> 00:32:56.563
This vibe doesn't work well in text.

00:32:57.673 --> 00:32:58.875
So you have to understand the media has

00:32:58.894 --> 00:32:59.795
to match the mess,

00:32:59.914 --> 00:33:01.996
the message if it doesn't.

00:33:02.256 --> 00:33:02.415
So,

00:33:03.176 --> 00:33:04.676
and it's gotta be aimed at an audience.

00:33:05.317 --> 00:33:06.858
So if we're going to go books,

00:33:07.278 --> 00:33:08.298
Simon Sinek says,

00:33:08.638 --> 00:33:11.560
start with why I think you start with

00:33:11.601 --> 00:33:15.583
who, and here's why, why?

00:33:16.423 --> 00:33:17.864
Because if I'm communicating a message to

00:33:17.884 --> 00:33:19.904
my best friend, Brian, or my grandmother,

00:33:21.481 --> 00:33:21.862
Different.

00:33:22.182 --> 00:33:22.842
Different who?

00:33:22.961 --> 00:33:25.222
Even if I'm inviting both of them to

00:33:25.242 --> 00:33:27.044
my graduation party,

00:33:27.804 --> 00:33:30.724
different person changes what I'm going to

00:33:30.765 --> 00:33:33.644
say, why I'm inviting them.

00:33:33.825 --> 00:33:35.365
I'm inviting my bro because he's my bro.

00:33:35.385 --> 00:33:36.346
I'm inviting my grandmother because I

00:33:36.365 --> 00:33:37.807
would be honored with her presence.

00:33:38.426 --> 00:33:40.547
And then as soon as I understand why

00:33:40.747 --> 00:33:42.488
I want them there and why they probably

00:33:42.528 --> 00:33:42.968
want there,

00:33:43.067 --> 00:33:44.949
I'm using my hands because it's a Venn

00:33:44.989 --> 00:33:46.409
diagram where it crosses.

00:33:46.909 --> 00:33:48.589
That's what Simon Sinek's talking about.

00:33:48.630 --> 00:33:49.829
That's our shared why.

00:33:51.190 --> 00:33:52.609
My shared why with my best friend is

00:33:52.650 --> 00:33:54.131
different than the shared why with my

00:33:54.151 --> 00:33:54.550
grandma.

00:33:55.371 --> 00:33:56.510
So the message different.

00:33:56.810 --> 00:33:57.912
As soon as I get my shared why

00:33:57.932 --> 00:33:58.692
with my best friend,

00:33:59.632 --> 00:34:02.491
I can figure out a hundred ways how,

00:34:02.553 --> 00:34:02.813
where,

00:34:02.833 --> 00:34:04.712
and when to tell him in a fancy

00:34:04.732 --> 00:34:06.413
invitation, in a text message, in a call.

00:34:06.573 --> 00:34:07.693
I'll drive by his house and yell out

00:34:07.713 --> 00:34:08.114
the window.

00:34:08.833 --> 00:34:09.634
Same thing for grandma.

00:34:09.753 --> 00:34:11.634
It's a different shared why, how, where,

00:34:11.653 --> 00:34:11.914
and when.

00:34:12.114 --> 00:34:14.215
The how, where, and when gets real easy.

00:34:15.177 --> 00:34:16.677
if you can get to the shared why.

00:34:16.739 --> 00:34:17.778
So I agree with Sinek,

00:34:18.159 --> 00:34:19.260
but you have to start with who,

00:34:19.300 --> 00:34:19.721
who matters.

00:34:20.121 --> 00:34:21.001
So you're who matters.

00:34:21.483 --> 00:34:22.523
I need ten more Johns.

00:34:24.092 --> 00:34:24.813
What's John like?

00:34:25.454 --> 00:34:26.534
Oh, he's extroverted.

00:34:26.954 --> 00:34:27.275
Okay.

00:34:27.295 --> 00:34:27.554
Got it.

00:34:27.574 --> 00:34:27.974
Keep telling me.

00:34:28.295 --> 00:34:29.295
Why do I love John?

00:34:29.476 --> 00:34:30.737
Why does John love me?

00:34:30.797 --> 00:34:33.818
Like that curiosity mindset is what the

00:34:33.878 --> 00:34:36.019
creative juices ignited, which by the way,

00:34:36.059 --> 00:34:38.440
I saw a really cool episode on, um,

00:34:38.880 --> 00:34:40.141
on a different podcast.

00:34:40.161 --> 00:34:41.463
It was this guy,

00:34:41.483 --> 00:34:43.083
he was a psychologist talking about the

00:34:43.123 --> 00:34:45.304
part of our brain that creates happiness

00:34:45.344 --> 00:34:47.065
is the same part controlled by creativity.

00:34:47.085 --> 00:34:48.507
So when we are being creative,

00:34:48.547 --> 00:34:49.927
we actually start becoming happier as a

00:34:49.967 --> 00:34:50.128
side.

00:34:50.228 --> 00:34:50.648
I like it.

00:34:51.771 --> 00:34:52.614
Yeah, I love what you said.

00:34:52.693 --> 00:34:54.115
A couple of things I want to highlight

00:34:54.135 --> 00:34:55.699
there too, because that blew my mind,

00:34:55.739 --> 00:34:55.978
Jimmy.

00:34:56.639 --> 00:34:59.405
This idea that like using that invitation

00:34:59.445 --> 00:34:59.865
analogy,

00:35:00.788 --> 00:35:02.070
if I want to create a really cool

00:35:02.110 --> 00:35:04.273
invitation, I'm missing the point.

00:35:05.302 --> 00:35:07.523
When I'm wanting to create a really clear,

00:35:07.623 --> 00:35:08.302
meaningful,

00:35:09.802 --> 00:35:12.324
emotional connection in the medium or

00:35:12.384 --> 00:35:15.284
media is a piece of paper that shifts

00:35:15.344 --> 00:35:17.605
my thinking into like those curious

00:35:17.644 --> 00:35:17.945
points.

00:35:17.965 --> 00:35:18.465
Like, well,

00:35:18.626 --> 00:35:19.965
why do I want this person there?

00:35:20.266 --> 00:35:22.166
Why would they benefit from being here?

00:35:22.847 --> 00:35:25.668
And then that's the seed that starts

00:35:25.708 --> 00:35:26.248
design.

00:35:26.327 --> 00:35:28.088
And given not all of us are great

00:35:28.128 --> 00:35:29.148
in all of those areas.

00:35:29.307 --> 00:35:30.128
I suck at design.

00:35:30.148 --> 00:35:30.268
Me too.

00:35:31.509 --> 00:35:33.170
And so that's when we can leverage other

00:35:33.210 --> 00:35:33.510
things.

00:35:33.550 --> 00:35:35.753
And this is where AI becomes a hindrance

00:35:35.793 --> 00:35:36.233
or a help,

00:35:36.893 --> 00:35:38.355
is that if I go to AI and

00:35:38.414 --> 00:35:39.175
I say, AI,

00:35:39.775 --> 00:35:41.818
I need to create an invitation for my

00:35:41.858 --> 00:35:43.139
bro and my grandmother,

00:35:43.940 --> 00:35:45.141
it's actually going to do a fairly good

00:35:45.161 --> 00:35:46.702
job of producing something that will be

00:35:47.123 --> 00:35:47.483
clear.

00:35:48.023 --> 00:35:48.563
Right, clear.

00:35:48.943 --> 00:35:49.485
End of sentence.

00:35:50.125 --> 00:35:51.626
Here's how to use it as a help.

00:35:52.614 --> 00:35:52.994
I do that.

00:35:53.034 --> 00:35:54.896
What you said, which by the way, you're,

00:35:54.996 --> 00:35:55.737
I have to present for,

00:35:55.797 --> 00:35:57.237
I'm getting ready for a presentation that

00:35:57.277 --> 00:35:58.858
I'm going to keynote in a few weeks.

00:35:59.059 --> 00:35:59.420
And it just,

00:35:59.719 --> 00:36:00.760
the way that you said that changed how

00:36:00.780 --> 00:36:01.240
I'm going to do it.

00:36:01.280 --> 00:36:01.981
But this is what I'm going to,

00:36:02.001 --> 00:36:03.443
this is a version of what I'm going

00:36:03.463 --> 00:36:03.842
to do better.

00:36:03.882 --> 00:36:04.422
Thanks to you.

00:36:05.083 --> 00:36:06.824
I'm going to go to my whiteboard and

00:36:06.844 --> 00:36:08.266
I'm going to take out my AI note

00:36:08.306 --> 00:36:10.527
taker, like a bathroom or a reader.

00:36:10.568 --> 00:36:12.248
I'm just going to hit record and I'm

00:36:12.268 --> 00:36:14.369
going to talk out loud to myself as

00:36:14.389 --> 00:36:15.650
I'm writing down all the different

00:36:15.751 --> 00:36:16.130
options.

00:36:16.150 --> 00:36:18.373
And I'm going to ask creatively, okay,

00:36:18.612 --> 00:36:20.173
Who needs to hear this message?

00:36:20.253 --> 00:36:21.875
What do I want to say that I'm

00:36:21.894 --> 00:36:23.094
inspired about?

00:36:23.894 --> 00:36:25.016
There's certain domains, of course,

00:36:25.036 --> 00:36:26.197
that I've agreed upon to cover,

00:36:26.637 --> 00:36:27.657
but I'm just going to go into that

00:36:27.717 --> 00:36:29.898
space and I'm going to spitball and I'm

00:36:29.918 --> 00:36:30.978
going to go back and forth and I'm

00:36:30.998 --> 00:36:34.300
going to draw up different creative ideas.

00:36:34.900 --> 00:36:37.222
And then once I start narrowing that field

00:36:37.262 --> 00:36:37.561
down...

00:36:38.461 --> 00:36:39.722
And I know what the purpose is and

00:36:39.742 --> 00:36:40.382
the product is.

00:36:40.402 --> 00:36:41.923
And I know what the experience that I

00:36:41.943 --> 00:36:42.804
want to create is.

00:36:43.425 --> 00:36:45.507
And I have some keywords and language

00:36:45.547 --> 00:36:45.947
comes in.

00:36:46.467 --> 00:36:47.847
Then I'm going to download that note

00:36:47.887 --> 00:36:48.188
taker,

00:36:48.208 --> 00:36:49.708
throw it in the chat GPT and say,

00:36:49.728 --> 00:36:50.530
okay, here's the deal.

00:36:51.130 --> 00:36:54.032
I want to create an invitation that warms

00:36:54.072 --> 00:36:54.952
the heart of my grandmother.

00:36:54.972 --> 00:36:56.172
You're going to hear all about it in

00:36:56.213 --> 00:36:57.054
my discussion.

00:36:57.653 --> 00:36:58.675
And I just want you to pitch out

00:36:58.735 --> 00:37:00.155
five different ways to do that in a

00:37:00.175 --> 00:37:01.376
way using best practices.

00:37:01.536 --> 00:37:02.797
And then can you help me design it

00:37:03.237 --> 00:37:06.559
based to create that emotional impact?

00:37:06.599 --> 00:37:06.840
Correct.

00:37:07.079 --> 00:37:07.960
Because at the end of the day,

00:37:07.981 --> 00:37:08.942
and I want everyone to hear this,

00:37:08.981 --> 00:37:09.963
if you're going to look for, well,

00:37:09.983 --> 00:37:11.224
how does it apply to creating a job

00:37:11.304 --> 00:37:11.465
ad?

00:37:12.065 --> 00:37:13.967
If you took out a piece of paper

00:37:14.688 --> 00:37:16.469
and wrote until you started to get

00:37:16.510 --> 00:37:19.572
emotional and then turned and just started

00:37:19.652 --> 00:37:22.715
writing anything that comes to mind to

00:37:22.775 --> 00:37:23.257
hire,

00:37:23.677 --> 00:37:27.001
that ad will ten X whatever crap everyone

00:37:27.021 --> 00:37:27.621
else is doing.

00:37:27.641 --> 00:37:28.021
Yep.

00:37:28.461 --> 00:37:29.684
and so if how cool that be if

00:37:29.744 --> 00:37:32.088
i was uh someone looking for a job

00:37:32.269 --> 00:37:34.815
and after hearing we are this and we

00:37:34.855 --> 00:37:36.297
are this and we are this i had

00:37:36.318 --> 00:37:37.260
an ad that started with

00:37:38.664 --> 00:37:41.125
I really want to find the person I

00:37:41.164 --> 00:37:41.945
can serve forever.

00:37:42.226 --> 00:37:44.025
I'm writing this without any context.

00:37:44.065 --> 00:37:45.407
I'm just trying to be open and honest.

00:37:46.427 --> 00:37:47.568
My benefits are just like,

00:37:47.887 --> 00:37:48.628
how different would that,

00:37:48.688 --> 00:37:49.708
I was thinking about that as you were

00:37:49.748 --> 00:37:50.068
talking, like,

00:37:50.128 --> 00:37:51.449
what if someone just poured their soul

00:37:51.489 --> 00:37:52.050
into a piece of,

00:37:52.590 --> 00:37:54.351
to a piece of paper that turned into

00:37:54.371 --> 00:37:55.271
an add on Indeed?

00:37:55.992 --> 00:37:56.311
I'm just like,

00:37:56.632 --> 00:37:57.893
I care so much about these things.

00:37:57.952 --> 00:37:59.213
I just want someone who cares about them

00:37:59.233 --> 00:37:59.532
with me.

00:37:59.572 --> 00:37:59.733
Like,

00:38:00.313 --> 00:38:02.355
I just think there's something to be said

00:38:02.375 --> 00:38:03.074
about authenticity.

00:38:03.414 --> 00:38:04.596
You led with the emotion.

00:38:05.577 --> 00:38:07.577
that would touch the right person that was

00:38:07.617 --> 00:38:08.038
reading it,

00:38:08.199 --> 00:38:09.498
and it wouldn't touch the wrong person,

00:38:09.539 --> 00:38:11.159
and that's a great, that's good.

00:38:11.759 --> 00:38:13.500
I want to weed out the people this

00:38:13.559 --> 00:38:14.139
isn't right for.

00:38:14.460 --> 00:38:15.400
This is who we are.

00:38:15.739 --> 00:38:17.340
I don't want more people applying for my

00:38:17.380 --> 00:38:18.920
clinic, because then I might pick,

00:38:19.681 --> 00:38:20.800
they might be really great at getting the

00:38:20.840 --> 00:38:21.800
job, and then three months in,

00:38:21.820 --> 00:38:22.521
they're the wrong person,

00:38:22.541 --> 00:38:24.181
but they won the interview,

00:38:24.802 --> 00:38:27.161
and I found a hire, that's not it.

00:38:27.541 --> 00:38:29.242
We used to use this exercise in radio.

00:38:29.382 --> 00:38:30.382
It was hard.

00:38:32.472 --> 00:38:34.132
Because in the radio I was in was

00:38:34.211 --> 00:38:35.112
music radio, right?

00:38:35.132 --> 00:38:36.893
So I was very much like entertainment.

00:38:37.152 --> 00:38:39.114
So I sometimes had eight seconds to say

00:38:39.173 --> 00:38:41.273
something or forty eight seconds between

00:38:41.353 --> 00:38:41.793
songs.

00:38:41.813 --> 00:38:43.054
Jeez, man.

00:38:43.074 --> 00:38:44.934
So you had to cut like the length

00:38:44.974 --> 00:38:45.355
of time.

00:38:45.414 --> 00:38:46.876
So you learned how to get brief real

00:38:46.916 --> 00:38:47.175
quick.

00:38:48.076 --> 00:38:49.996
The problem is people have crutches.

00:38:50.496 --> 00:38:51.916
They have things that they get accustomed

00:38:51.936 --> 00:38:52.737
to because we're nervous.

00:38:52.777 --> 00:38:53.597
You turn a microphone on.

00:38:53.617 --> 00:38:55.097
You're like a jillion people can hear me.

00:38:55.117 --> 00:38:55.858
That's nerve wracking.

00:38:57.253 --> 00:38:59.253
you'd hear it in a you could start

00:38:59.353 --> 00:39:01.775
mid thought just what you're saying it was

00:39:01.835 --> 00:39:03.675
hard to teach people to do but once

00:39:03.695 --> 00:39:06.235
you got it you got it ah i'll

00:39:06.255 --> 00:39:09.056
give you an example picture if you will

00:39:09.137 --> 00:39:10.717
we're coming out of a pearl jam song

00:39:10.737 --> 00:39:12.057
we're going into a foo fighter song i

00:39:12.077 --> 00:39:14.458
have thirty seconds to talk if i come

00:39:14.639 --> 00:39:17.219
on and i give you the ninety seven

00:39:17.239 --> 00:39:19.021
nine x uh what's up it's mckay it's

00:39:19.161 --> 00:39:20.581
uh four uh two twenty six in the

00:39:20.601 --> 00:39:22.782
pm it's thirty eight degrees you know

00:39:23.836 --> 00:39:24.557
This Friday,

00:39:24.637 --> 00:39:27.099
we're going to do a car wash with

00:39:27.119 --> 00:39:28.521
the local football team's cheerleaders,

00:39:28.601 --> 00:39:29.722
and it's going to be awesome.

00:39:29.862 --> 00:39:31.264
And this is why you should come.

00:39:31.543 --> 00:39:33.746
And then eventually I get to... I mean,

00:39:33.766 --> 00:39:36.688
can you imagine them just pouring their

00:39:36.728 --> 00:39:38.311
heart out into this car wash so they

00:39:38.331 --> 00:39:40.552
can send their team to the state game,

00:39:40.733 --> 00:39:41.494
the state championship?

00:39:41.873 --> 00:39:42.875
Get to the emotion.

00:39:42.994 --> 00:39:43.835
That's the part.

00:39:44.016 --> 00:39:44.797
I see.

00:39:44.836 --> 00:39:46.759
So I would do air checks, which is...

00:39:48.094 --> 00:39:49.916
us listening to what other DJs would just

00:39:49.956 --> 00:39:50.317
say.

00:39:50.496 --> 00:39:50.916
And I'm like,

00:39:51.518 --> 00:39:52.978
you talked for thirty seconds.

00:39:53.199 --> 00:39:55.440
You hit the emotion at twenty six, though.

00:39:56.780 --> 00:39:57.521
Start there.

00:39:57.922 --> 00:40:00.483
Your noise for twenty six seconds and your

00:40:00.684 --> 00:40:02.365
signal for four seconds.

00:40:02.746 --> 00:40:04.286
We got to get to signal faster.

00:40:04.487 --> 00:40:05.668
Start mid conversation.

00:40:06.608 --> 00:40:06.889
Stand up.

00:40:06.929 --> 00:40:08.230
Comedians are great about this.

00:40:10.592 --> 00:40:11.873
Was that the doctors every day?

00:40:11.974 --> 00:40:12.454
Wow.

00:40:12.855 --> 00:40:13.034
Like,

00:40:13.074 --> 00:40:14.677
what are we doing with all these things?

00:40:14.737 --> 00:40:16.059
I got a paperwork I got to fill

00:40:16.119 --> 00:40:16.219
out.

00:40:16.259 --> 00:40:17.460
Like, boom, not.

00:40:17.740 --> 00:40:19.181
So I was feeling sick and I had

00:40:19.222 --> 00:40:19.862
the annual check.

00:40:20.023 --> 00:40:20.543
Get rid of it.

00:40:20.643 --> 00:40:21.085
Get rid of it.

00:40:21.125 --> 00:40:22.806
So what the exercise you're talking about,

00:40:23.126 --> 00:40:24.228
writing and writing and writing and

00:40:24.248 --> 00:40:24.449
writing.

00:40:25.068 --> 00:40:26.311
That's a lot of that's like doing a

00:40:26.391 --> 00:40:27.331
lot of pushups.

00:40:27.612 --> 00:40:28.552
I'm just telling you,

00:40:28.572 --> 00:40:29.614
you will get better results.

00:40:30.139 --> 00:40:31.561
And it gets you to that emotional point

00:40:31.601 --> 00:40:32.202
so quick.

00:40:32.422 --> 00:40:33.563
I think that's such a powerful thing,

00:40:33.603 --> 00:40:35.905
kind of to double emphasize what you said.

00:40:36.445 --> 00:40:37.385
In improv comedy,

00:40:37.405 --> 00:40:38.786
there's this concept called start in the

00:40:38.806 --> 00:40:39.067
middle.

00:40:39.867 --> 00:40:41.148
Sounds identical to what you're saying.

00:40:41.208 --> 00:40:42.369
What is start in the middle?

00:40:42.389 --> 00:40:43.090
That same thing, right?

00:40:43.110 --> 00:40:44.110
I'm describing the same thing.

00:40:44.572 --> 00:40:45.452
Okay, so for example,

00:40:45.532 --> 00:40:48.235
someone from the audience throws out a

00:40:48.275 --> 00:40:49.496
location called Starbucks,

00:40:49.615 --> 00:40:50.255
and then you say, okay,

00:40:50.275 --> 00:40:51.217
what's the relationship?

00:40:51.297 --> 00:40:51.737
Brothers.

00:40:52.583 --> 00:40:52.842
Right.

00:40:52.943 --> 00:40:54.204
And it's kind of like if,

00:40:54.423 --> 00:40:55.905
if the scene begins with one guy going

00:40:55.925 --> 00:40:57.224
up to the other guy and being like,

00:40:57.985 --> 00:40:59.326
Oh, Hey John, how's it going?

00:40:59.666 --> 00:41:00.447
Good to see you.

00:41:00.806 --> 00:41:00.927
Right.

00:41:00.947 --> 00:41:01.286
It's too.

00:41:01.626 --> 00:41:01.706
Yeah.

00:41:01.766 --> 00:41:02.367
It's too beginning.

00:41:03.047 --> 00:41:04.208
What if the scene started with like,

00:41:04.909 --> 00:41:06.690
were you out with my wife last week?

00:41:07.010 --> 00:41:07.289
Yes.

00:41:08.110 --> 00:41:10.632
Now we're in the middle of a conversation.

00:41:10.992 --> 00:41:12.632
We're right at that emotional inflect.

00:41:12.652 --> 00:41:13.193
We haven't talked,

00:41:13.333 --> 00:41:14.514
we haven't gone through all the small talk

00:41:14.534 --> 00:41:15.173
of the relationship.

00:41:15.193 --> 00:41:16.173
We were getting to the core of the

00:41:16.233 --> 00:41:17.315
scene and,

00:41:17.554 --> 00:41:19.036
and and then it's just you know it's

00:41:19.056 --> 00:41:20.255
like oh i didn't you know that and

00:41:20.275 --> 00:41:21.416
then in comedy it's like you try to

00:41:21.436 --> 00:41:22.498
take a build a brick on it the

00:41:22.518 --> 00:41:24.077
response could be something like oh i

00:41:24.097 --> 00:41:25.378
don't know you guys were still married the

00:41:25.458 --> 00:41:27.000
audience laughs like it's like that kind

00:41:27.039 --> 00:41:29.280
of thing so like when it comes to

00:41:29.320 --> 00:41:31.461
job ad writing being authentic pure and

00:41:31.481 --> 00:41:33.003
then getting to the middle of the emotion

00:41:33.342 --> 00:41:35.184
that's it or in the middle yeah and

00:41:35.264 --> 00:41:36.625
i love the idea i've never done this

00:41:36.664 --> 00:41:38.106
before i'm actually i might pilot this

00:41:38.166 --> 00:41:40.387
idea jimmy of writing a job ad like

00:41:40.407 --> 00:41:41.947
a love letter in the middle

00:41:42.708 --> 00:41:44.469
Like, because, you know, again,

00:41:44.849 --> 00:41:45.951
the example I gave earlier,

00:41:46.050 --> 00:41:47.132
I just edited myself.

00:41:47.152 --> 00:41:47.331
I'm like,

00:41:47.532 --> 00:41:48.713
in that example of someone pouring their

00:41:48.733 --> 00:41:49.213
heart out, it's like,

00:41:49.293 --> 00:41:50.074
this is what I'm looking for.

00:41:50.094 --> 00:41:50.594
I'm like, no.

00:41:51.056 --> 00:41:52.757
A love letter would be like, listen,

00:41:52.836 --> 00:41:53.657
I know you're out there.

00:41:54.237 --> 00:41:55.278
I know you're struggling.

00:41:56.219 --> 00:41:56.721
I know.

00:41:56.880 --> 00:41:58.121
I think about you all the time.

00:41:58.442 --> 00:41:59.643
And I think about why...

00:42:00.722 --> 00:42:02.384
you even became a physical therapist.

00:42:03.083 --> 00:42:04.025
And I just want you to know that

00:42:04.605 --> 00:42:05.885
I think it matters what you did.

00:42:06.445 --> 00:42:08.987
I just want you to understand that not

00:42:09.047 --> 00:42:10.327
every place is the same.

00:42:10.867 --> 00:42:12.708
And here's what, for example,

00:42:12.849 --> 00:42:13.829
this is what I'm looking for,

00:42:13.889 --> 00:42:15.789
but what's important is that you know what

00:42:15.809 --> 00:42:16.311
you're looking for.

00:42:16.371 --> 00:42:17.471
So if you don't know what you're looking

00:42:17.490 --> 00:42:17.710
for,

00:42:17.771 --> 00:42:19.032
give me a call because whether you want

00:42:19.052 --> 00:42:19.931
to work for me or not,

00:42:19.972 --> 00:42:20.393
and by the way,

00:42:20.413 --> 00:42:22.273
here's my benefits and my compensation if

00:42:22.293 --> 00:42:22.494
you do.

00:42:23.253 --> 00:42:24.233
But if you're not sure what you want,

00:42:24.253 --> 00:42:25.635
why don't you give me a call and

00:42:25.735 --> 00:42:26.996
I promise you I'll help you find your

00:42:27.036 --> 00:42:27.456
next home.

00:42:27.476 --> 00:42:30.737
I'm not going to try to hire you.

00:42:30.777 --> 00:42:32.318
I just want you to be happy.

00:42:32.338 --> 00:42:33.458
Like a love letter.

00:42:33.518 --> 00:42:34.878
People are going to go, what the heck?

00:42:35.378 --> 00:42:35.878
Spin that.

00:42:36.039 --> 00:42:38.820
We did something similar in radio.

00:42:39.041 --> 00:42:40.320
There was a local entertainment,

00:42:40.400 --> 00:42:41.722
a weekly entertainment magazine.

00:42:42.922 --> 00:42:44.344
come out on wednesday or thursday tell you

00:42:44.364 --> 00:42:46.186
about all of the bars and the bands

00:42:46.226 --> 00:42:48.510
and whatever in northeast pennsylvania so

00:42:48.610 --> 00:42:50.813
we would partner every once a year and

00:42:50.974 --> 00:42:51.835
they would always say what do you want

00:42:51.856 --> 00:42:53.338
to do let's cross promote man the rising

00:42:53.378 --> 00:42:54.179
tide i was like all right

00:42:55.478 --> 00:42:57.159
And I sat down with them and usually

00:42:57.179 --> 00:42:58.641
it was like a contest or something.

00:42:58.661 --> 00:42:59.481
But this time I was like,

00:42:59.822 --> 00:43:00.443
I'm going to do something.

00:43:00.943 --> 00:43:02.704
It's going to sound dumb or boring,

00:43:02.744 --> 00:43:03.686
but we're going to make it awesome.

00:43:03.746 --> 00:43:04.286
And they're like, okay.

00:43:04.306 --> 00:43:04.527
I'm like,

00:43:05.007 --> 00:43:06.909
I want you to help me find my

00:43:06.969 --> 00:43:07.309
next,

00:43:07.849 --> 00:43:09.110
I need to hire a couple of part-time

00:43:09.130 --> 00:43:09.530
DJs.

00:43:09.610 --> 00:43:11.293
I always need to be building my bench.

00:43:11.353 --> 00:43:11.552
Yeah.

00:43:12.014 --> 00:43:13.315
And they're like, okay.

00:43:13.375 --> 00:43:15.456
And these people like knew me and trusted

00:43:15.476 --> 00:43:17.298
me, but they were like, got it.

00:43:17.679 --> 00:43:19.340
This doesn't sound very, and I'm like,

00:43:19.920 --> 00:43:20.561
here's the pitch.

00:43:21.541 --> 00:43:25.003
So the name of the weekly magazine was

00:43:25.023 --> 00:43:25.882
called The Weekender.

00:43:27.083 --> 00:43:29.443
And we would call weekend radio DJs or

00:43:29.483 --> 00:43:30.463
part-time... They were weekenders.

00:43:30.483 --> 00:43:31.503
They were weekend radio DJs.

00:43:31.844 --> 00:43:32.264
So I was like,

00:43:32.664 --> 00:43:33.704
your name is going to be in it,

00:43:33.724 --> 00:43:34.364
so you already love it.

00:43:34.384 --> 00:43:35.083
And they're like, okay,

00:43:35.224 --> 00:43:36.664
but how are we making you looking...

00:43:36.804 --> 00:43:37.905
How are we making, essentially,

00:43:37.945 --> 00:43:38.545
what you're saying,

00:43:38.864 --> 00:43:41.605
how are we making a want ad centerfold

00:43:41.644 --> 00:43:43.186
material to be fun?

00:43:44.226 --> 00:43:45.045
And I said,

00:43:45.766 --> 00:43:48.646
it's the worst job post ever.

00:43:49.027 --> 00:43:50.407
And the job post...

00:43:51.487 --> 00:43:52.570
Tells you how to get the job.

00:43:53.092 --> 00:43:54.313
And they're like, got it.

00:43:54.394 --> 00:43:58.402
Still not in, but this.

00:43:58.443 --> 00:44:00.306
Ninety seven nine X is looking for our

00:44:00.407 --> 00:44:01.891
next weekend DJ.

00:44:02.929 --> 00:44:05.251
Have you ever thought about it'd be cool

00:44:05.291 --> 00:44:08.012
to work at a radio station like ours,

00:44:08.311 --> 00:44:09.771
the rock station in Northeast

00:44:09.791 --> 00:44:10.452
Pennsylvania?

00:44:10.713 --> 00:44:11.393
You've pictured it.

00:44:12.452 --> 00:44:13.313
But here's the thing.

00:44:13.954 --> 00:44:15.733
You got to earn it because we don't

00:44:15.773 --> 00:44:16.795
let just anybody in.

00:44:17.454 --> 00:44:19.416
So you're going to start at the bottom,

00:44:19.876 --> 00:44:21.777
making state minimum wage.

00:44:22.137 --> 00:44:23.717
You're going to work nights, weekends,

00:44:23.757 --> 00:44:24.456
and overnights.

00:44:25.097 --> 00:44:27.177
You're going to be last in line for

00:44:27.237 --> 00:44:28.079
concert tickets,

00:44:28.358 --> 00:44:30.480
the last person who gets the Nickelback CD

00:44:30.599 --> 00:44:31.659
if we have any left.

00:44:32.849 --> 00:44:34.550
And if you really want this job,

00:44:35.251 --> 00:44:36.552
hit record on your phone,

00:44:37.132 --> 00:44:39.673
read this job application to us like you'd

00:44:39.713 --> 00:44:42.235
read it on the air and email it

00:44:42.255 --> 00:44:42.615
to me.

00:44:43.175 --> 00:44:44.998
And then they were like, got it,

00:44:45.117 --> 00:44:45.577
got it.

00:44:46.117 --> 00:44:47.438
Then I brought people in.

00:44:47.898 --> 00:44:48.920
I sorted them out.

00:44:49.661 --> 00:44:51.282
And then I brought people in for fifteen

00:44:51.302 --> 00:44:53.043
minute interviews on the radio.

00:44:53.722 --> 00:44:54.864
And the whole thing was called we're

00:44:54.884 --> 00:44:57.085
looking for our next weekender,

00:44:57.606 --> 00:44:58.266
by the way.

00:44:58.347 --> 00:45:00.949
And we're doing another ad for next week

00:45:01.009 --> 00:45:02.289
in the centerfold of the weekender.

00:45:02.329 --> 00:45:03.190
Make sure you pick it up.

00:45:03.471 --> 00:45:04.771
And now everything ties together.

00:45:05.032 --> 00:45:08.135
And we just made a contest campaign out

00:45:08.175 --> 00:45:09.295
of finding our weekender.

00:45:09.376 --> 00:45:10.657
And that year we did it.

00:45:10.918 --> 00:45:11.737
We didn't hire one.

00:45:11.998 --> 00:45:12.659
We hired five.

00:45:12.679 --> 00:45:12.858
No way.

00:45:12.878 --> 00:45:14.059
Because I liked them all.

00:45:14.320 --> 00:45:16.161
We found the right... I couldn't say...

00:45:16.302 --> 00:45:17.242
I found five.

00:45:17.302 --> 00:45:18.344
I was only looking for one.

00:45:18.704 --> 00:45:18.864
But I...

00:45:20.134 --> 00:45:20.996
I need a bigger bench.

00:45:21.036 --> 00:45:22.297
Let's put more people in the bullpen.

00:45:22.597 --> 00:45:24.280
And we found five because I wrote a

00:45:24.362 --> 00:45:25.963
love letter to the person who'd be

00:45:26.023 --> 00:45:26.525
perfect,

00:45:26.746 --> 00:45:28.347
not who the hell wants to come by.

00:45:28.916 --> 00:45:29.476
So brilliant.

00:45:29.597 --> 00:45:34.018
And it is so powerful when we mention

00:45:34.159 --> 00:45:36.260
authentically both sides of the coin.

00:45:36.480 --> 00:45:38.501
We gain trust when we hit things like

00:45:38.521 --> 00:45:40.201
you mentioned as to the downside of it.

00:45:40.221 --> 00:45:42.641
That reminds me of a very famous ad.

00:45:43.081 --> 00:45:44.643
You've probably heard of this from Ernest

00:45:45.463 --> 00:45:46.043
Shackleton.

00:45:46.164 --> 00:45:49.005
This was back a long time ago.

00:45:49.025 --> 00:45:50.824
We're talking like sixty years ago.

00:45:50.965 --> 00:45:53.246
It was a post in the newspaper.

00:45:53.286 --> 00:45:54.666
It says men want it.

00:45:55.492 --> 00:45:57.974
for hazardous journey, small wages,

00:45:58.494 --> 00:45:59.235
bitter cold,

00:45:59.735 --> 00:46:01.436
long months of complete darkness,

00:46:02.036 --> 00:46:05.800
constant danger, safe return doubtful,

00:46:06.139 --> 00:46:08.882
honor and recognition in case of success.

00:46:09.362 --> 00:46:10.222
It was about a voyage,

00:46:10.623 --> 00:46:11.764
a sea voyage that they were going to

00:46:11.784 --> 00:46:13.666
explore some new lands.

00:46:13.686 --> 00:46:16.168
And so two thirds of the ad is

00:46:16.228 --> 00:46:17.228
like- Downer.

00:46:17.268 --> 00:46:18.588
Talking about the downside.

00:46:18.668 --> 00:46:20.150
And what's weird is that people...

00:46:21.369 --> 00:46:23.393
really respond to that as long as we're

00:46:23.432 --> 00:46:25.456
clear on the big win.

00:46:25.757 --> 00:46:25.938
Yeah,

00:46:25.958 --> 00:46:27.559
but the reason you keep reading that is

00:46:27.601 --> 00:46:31.827
such a juxtaposition because our default

00:46:31.867 --> 00:46:32.548
value is...

00:46:34.005 --> 00:46:35.264
The bar is on the floor because

00:46:35.385 --> 00:46:36.945
everybody's doing it the same way,

00:46:37.266 --> 00:46:38.527
even if their words are different.

00:46:38.806 --> 00:46:41.527
So the fact that it starts as a

00:46:41.668 --> 00:46:44.148
negative is such a, like, who would, like,

00:46:44.168 --> 00:46:44.688
you want to be like,

00:46:44.708 --> 00:46:45.608
who would do this?

00:46:45.869 --> 00:46:46.789
This is ridiculous.

00:46:47.070 --> 00:46:48.449
Those are the things that catch fire

00:46:48.489 --> 00:46:49.911
online or in a newspaper.

00:46:49.931 --> 00:46:50.610
It does not matter.

00:46:51.231 --> 00:46:53.152
It's a juxtaposition.

00:46:53.172 --> 00:46:54.052
It does not deserve to be there.

00:46:54.625 --> 00:46:54.804
Yeah.

00:46:54.885 --> 00:46:55.985
It's funny because one of the things we're

00:46:56.025 --> 00:46:58.068
doing to hire VAs is we create resistance

00:46:58.108 --> 00:47:00.108
on purpose to weed commitment.

00:47:00.630 --> 00:47:03.472
So we're building this school group.

00:47:03.512 --> 00:47:04.932
If you guys are familiar with school,

00:47:07.135 --> 00:47:07.996
it's an online community,

00:47:08.016 --> 00:47:09.115
very similar to Facebook,

00:47:09.175 --> 00:47:10.797
except that you can have courses and other

00:47:10.878 --> 00:47:11.398
different elements.

00:47:11.418 --> 00:47:12.579
There's a lot of things like that popping

00:47:12.599 --> 00:47:12.958
up right now,

00:47:12.978 --> 00:47:13.980
but we're using a school group.

00:47:14.681 --> 00:47:15.360
And in the Philippines,

00:47:15.380 --> 00:47:17.123
we're actually charging people five

00:47:17.182 --> 00:47:19.043
American dollars per month to be a part

00:47:19.083 --> 00:47:19.284
of it.

00:47:19.664 --> 00:47:19.925
In it,

00:47:20.987 --> 00:47:22.309
There's all sorts of training on how they

00:47:22.329 --> 00:47:24.010
can learn how to use AI in different

00:47:24.050 --> 00:47:25.132
roles that we hire for.

00:47:25.634 --> 00:47:27.036
Like there's all these promises,

00:47:27.255 --> 00:47:29.579
like the path for them to become a

00:47:29.679 --> 00:47:31.581
much more effective VA and eventually

00:47:31.601 --> 00:47:33.083
maybe get hired for us for two to

00:47:33.103 --> 00:47:35.387
three times what they normally do requires

00:47:35.427 --> 00:47:36.628
them to pay a price.

00:47:37.429 --> 00:47:38.831
And it's great because, yeah,

00:47:38.851 --> 00:47:40.070
we probably could make a much bigger

00:47:40.090 --> 00:47:40.831
community.

00:47:41.311 --> 00:47:43.273
But what we're looking for are committed

00:47:43.313 --> 00:47:45.193
people who were willing to physically pay.

00:47:45.253 --> 00:47:45.393
Now,

00:47:45.614 --> 00:47:47.094
what we do is every dime of their

00:47:47.155 --> 00:47:47.434
money,

00:47:47.635 --> 00:47:49.295
we reinvest back into a charity that

00:47:49.335 --> 00:47:52.396
supports Filipinos during typhoons,

00:47:52.416 --> 00:47:53.257
which hit there every year.

00:47:53.697 --> 00:47:55.298
But they still have to pay.

00:47:55.619 --> 00:47:56.820
And it's one of those where it's like,

00:47:57.019 --> 00:47:57.139
yeah,

00:47:57.159 --> 00:47:58.800
this isn't for you literally advertise it.

00:47:58.840 --> 00:47:59.521
Like, listen,

00:47:59.840 --> 00:48:01.302
if you're overseas and you're dreaming of

00:48:01.362 --> 00:48:03.043
being a VA for an American medical

00:48:03.083 --> 00:48:03.402
company.

00:48:04.306 --> 00:48:05.525
We only want to work with the people

00:48:05.545 --> 00:48:06.746
who are committed to being the best.

00:48:07.007 --> 00:48:09.088
And there's no promise of you even being

00:48:09.148 --> 00:48:09.507
hired.

00:48:09.628 --> 00:48:10.407
You have to come first,

00:48:10.427 --> 00:48:11.509
spend five dollars a month,

00:48:12.128 --> 00:48:12.909
which will go to charity.

00:48:12.949 --> 00:48:14.070
But you have to come spend five dollars

00:48:14.090 --> 00:48:15.250
a month and show that you're willing to

00:48:15.289 --> 00:48:17.610
train before we'll even look at hiring

00:48:17.650 --> 00:48:17.811
you.

00:48:18.411 --> 00:48:19.371
And why do you think we have less

00:48:19.391 --> 00:48:22.432
than three percent churn when you weed out

00:48:22.452 --> 00:48:22.873
the bad?

00:48:22.893 --> 00:48:25.853
When someone hires us in America,

00:48:26.333 --> 00:48:28.054
they less than three percent of people

00:48:28.114 --> 00:48:29.474
ever leave us because they have such great

00:48:29.514 --> 00:48:31.096
relationships, because the VAs are better.

00:48:31.335 --> 00:48:31.835
They're just better.

00:48:33.686 --> 00:48:34.927
I did this at a job.

00:48:34.987 --> 00:48:35.807
I won't say who,

00:48:36.929 --> 00:48:38.530
because sometimes doing these things.

00:48:38.570 --> 00:48:40.172
So let's we've been talking for forty

00:48:40.192 --> 00:48:40.913
eight minutes, by the way.

00:48:40.932 --> 00:48:41.213
I didn't.

00:48:41.253 --> 00:48:43.215
Jeez, that was so fast.

00:48:43.295 --> 00:48:44.516
Just looked up and I was like, wow,

00:48:44.876 --> 00:48:45.797
because we'll get we have to get to

00:48:45.817 --> 00:48:46.538
your frickin event.

00:48:46.557 --> 00:48:47.478
That was the part I want to make

00:48:47.498 --> 00:48:47.579
sure.

00:48:47.599 --> 00:48:47.918
All right.

00:48:48.139 --> 00:48:49.079
I'll tell one more story.

00:48:50.195 --> 00:48:53.257
And so I was at a large organization

00:48:53.438 --> 00:48:55.619
and I get I get hired by places.

00:48:55.880 --> 00:48:56.920
And where does Jimmy work?

00:48:56.960 --> 00:48:58.380
Jimmy just sort of walks around and looks

00:48:58.420 --> 00:48:59.362
for things to do.

00:48:59.882 --> 00:49:01.063
And then I'm like, oh, this looks fun.

00:49:01.543 --> 00:49:02.565
I should be put on this project.

00:49:02.625 --> 00:49:02.844
Why?

00:49:03.025 --> 00:49:03.846
Because it's bad.

00:49:04.085 --> 00:49:05.987
Like I look for turds because I try

00:49:06.007 --> 00:49:06.387
to fix them.

00:49:06.987 --> 00:49:08.688
So for some reason I was on hiring

00:49:08.708 --> 00:49:09.369
because it's important,

00:49:09.409 --> 00:49:10.590
especially if it was a health care

00:49:10.610 --> 00:49:11.150
organization.

00:49:11.231 --> 00:49:11.590
I won't say who.

00:49:12.594 --> 00:49:14.697
And I looked at their process from

00:49:14.737 --> 00:49:15.476
beginning to end,

00:49:15.637 --> 00:49:17.278
like I would if I were the ideal

00:49:17.498 --> 00:49:17.898
person.

00:49:18.398 --> 00:49:19.360
And it was a pretty good process.

00:49:19.619 --> 00:49:21.340
Everything looked good on paper.

00:49:21.762 --> 00:49:23.483
And I decided to try to steal a

00:49:23.523 --> 00:49:25.443
page from another organization that has

00:49:25.585 --> 00:49:28.467
nothing to do with healthcare because I

00:49:28.547 --> 00:49:29.847
heard from the people,

00:49:29.887 --> 00:49:31.088
I almost did like undercover boss.

00:49:31.168 --> 00:49:32.530
I didn't talk to just the managers.

00:49:32.570 --> 00:49:34.630
I talked to the people doing the hiring,

00:49:34.670 --> 00:49:36.032
doing the interviews.

00:49:36.431 --> 00:49:36.793
And they were like,

00:49:37.213 --> 00:49:38.153
we get a lot of people who are

00:49:38.273 --> 00:49:38.914
tire kickers.

00:49:39.574 --> 00:49:40.976
And I'm like, does that like...

00:49:41.882 --> 00:49:42.704
ruin your efficiency?

00:49:42.724 --> 00:49:43.083
Like, yeah,

00:49:43.103 --> 00:49:45.425
like I know I'm doing a hundred interviews

00:49:45.485 --> 00:49:47.286
for six hires or whatever it was.

00:49:47.746 --> 00:49:50.128
I'm like, you need less interviews.

00:49:50.168 --> 00:49:50.608
They go, but yeah,

00:49:50.628 --> 00:49:51.108
we don't know how to,

00:49:51.228 --> 00:49:51.809
how do I know?

00:49:51.969 --> 00:49:52.949
And I'm like, oh, got it.

00:49:53.829 --> 00:49:55.632
So I sat on it for a while

00:49:55.952 --> 00:49:57.992
and I was like, I always just cheat.

00:49:58.213 --> 00:49:58.632
I just look,

00:49:58.733 --> 00:50:00.373
how is something not in healthcare?

00:50:00.434 --> 00:50:00.855
How is this?

00:50:00.894 --> 00:50:02.715
How do people at oil change places?

00:50:02.735 --> 00:50:03.697
Oh, I don't know.

00:50:03.717 --> 00:50:04.036
I don't know.

00:50:04.077 --> 00:50:04.436
I don't know.

00:50:05.264 --> 00:50:05.844
Because right now,

00:50:05.885 --> 00:50:06.706
you just said it before,

00:50:06.826 --> 00:50:07.586
what do we look for in PT?

00:50:07.606 --> 00:50:09.108
Do you have a license and a pulse?

00:50:09.248 --> 00:50:10.489
Got it, I'll take you,

00:50:10.528 --> 00:50:11.268
don't worry about it.

00:50:11.369 --> 00:50:13.590
And that's so stupid, right?

00:50:13.630 --> 00:50:15.592
So I knew this organization,

00:50:15.612 --> 00:50:16.333
it was a big one,

00:50:16.532 --> 00:50:18.335
wasn't going to make a major change.

00:50:18.514 --> 00:50:19.775
I knew I only had a little bit

00:50:19.815 --> 00:50:21.257
of influence to change one thing.

00:50:21.777 --> 00:50:22.297
So I said,

00:50:22.396 --> 00:50:25.340
can we change the words that we use?

00:50:25.380 --> 00:50:26.940
And this organization was very big on

00:50:27.001 --> 00:50:27.320
words.

00:50:27.360 --> 00:50:29.121
We had our own glossary.

00:50:29.141 --> 00:50:31.443
We did not call it a company,

00:50:31.483 --> 00:50:32.465
we called it a practice.

00:50:33.780 --> 00:50:34.501
Got it.

00:50:34.521 --> 00:50:35.682
I like, I'm like, Ooh,

00:50:35.762 --> 00:50:36.643
you have my attention.

00:50:37.465 --> 00:50:40.449
So I said, uh, so the, the button,

00:50:40.509 --> 00:50:44.393
the call to action was apply here.

00:50:44.514 --> 00:50:45.434
And I said,

00:50:46.036 --> 00:50:49.501
can we change it to commit here?

00:50:50.762 --> 00:50:51.943
Can it be commit here,

00:50:52.382 --> 00:50:53.684
not just on the landing page,

00:50:53.963 --> 00:50:56.585
but everybody, like on the ads,

00:50:57.005 --> 00:50:57.746
when we talk,

00:50:58.387 --> 00:51:00.748
and we can track all these things because

00:51:00.768 --> 00:51:02.989
now they use ADP or whatever.

00:51:03.009 --> 00:51:05.250
There's all these resume tracking,

00:51:05.289 --> 00:51:05.990
hiring tracking.

00:51:06.411 --> 00:51:07.070
Absolutely.

00:51:07.672 --> 00:51:11.813
So I got this from the U.S.

00:51:11.853 --> 00:51:12.353
military.

00:51:12.954 --> 00:51:14.715
There are four main branches of the U.S.

00:51:14.755 --> 00:51:15.255
military.

00:51:15.675 --> 00:51:18.838
What's the motto for the Navy?

00:51:18.898 --> 00:51:19.217
I don't know.

00:51:19.887 --> 00:51:20.106
Army?

00:51:21.427 --> 00:51:23.228
Don't know.

00:51:23.347 --> 00:51:23.708
Air Force?

00:51:25.728 --> 00:51:26.289
Fly high.

00:51:26.309 --> 00:51:27.188
Aim high?

00:51:27.208 --> 00:51:27.449
Good.

00:51:27.528 --> 00:51:28.650
That's usually the one people get.

00:51:28.670 --> 00:51:29.789
They get close.

00:51:30.130 --> 00:51:30.889
How about the Marines?

00:51:32.251 --> 00:51:33.411
Few Good Men.

00:51:33.610 --> 00:51:34.210
No, that's the Army.

00:51:34.851 --> 00:51:37.652
No, that was a movie about Marines.

00:51:37.731 --> 00:51:38.192
You're close.

00:51:38.211 --> 00:51:38.992
It has the word few.

00:51:40.052 --> 00:51:40.552
The few.

00:51:40.793 --> 00:51:41.432
The few that are proud.

00:51:41.452 --> 00:51:42.052
The Marines, of course.

00:51:42.072 --> 00:51:42.572
I knew that one.

00:51:42.753 --> 00:51:43.313
That one I knew.

00:51:43.833 --> 00:51:45.094
Yes.

00:51:45.114 --> 00:51:46.175
When you go to the Marines,

00:51:46.355 --> 00:51:47.295
the Marines don't accept...

00:51:48.228 --> 00:51:49.048
You want to apply?

00:51:49.329 --> 00:51:50.409
You go to apply to the Army.

00:51:50.588 --> 00:51:51.550
You go to apply to the Navy.

00:51:51.570 --> 00:51:52.389
You apply for the Air Force.

00:51:52.409 --> 00:51:53.231
You commit to the Marines.

00:51:53.251 --> 00:51:54.572
You commit to the Marines.

00:51:54.811 --> 00:51:56.172
We don't take applications.

00:51:56.432 --> 00:51:57.672
We take commitments.

00:51:57.853 --> 00:51:58.833
They fight club people.

00:52:00.135 --> 00:52:00.974
They fight club people.

00:52:01.215 --> 00:52:01.414
You?

00:52:01.536 --> 00:52:02.255
You're not tall enough.

00:52:02.356 --> 00:52:02.556
You?

00:52:02.615 --> 00:52:03.195
You're too tall.

00:52:03.297 --> 00:52:03.476
You?

00:52:03.536 --> 00:52:04.177
You're too fat.

00:52:04.516 --> 00:52:04.916
No, no, no.

00:52:04.976 --> 00:52:05.797
I want you.

00:52:06.018 --> 00:52:07.478
I want built-in resistance.

00:52:07.539 --> 00:52:09.480
Exactly what Will just said, right?

00:52:10.440 --> 00:52:12.141
The number of applications went down.

00:52:12.242 --> 00:52:13.121
Everybody's freaking out.

00:52:14.063 --> 00:52:15.023
You got to wait, man.

00:52:15.784 --> 00:52:16.304
Let him cook.

00:52:17.300 --> 00:52:18.822
the number of quality applications went

00:52:18.902 --> 00:52:19.043
up.

00:52:19.402 --> 00:52:20.903
So we were closing at a better rate.

00:52:21.284 --> 00:52:21.605
You did.

00:52:21.704 --> 00:52:24.688
I love that example of exclusivity.

00:52:25.248 --> 00:52:26.268
When we're being authentic,

00:52:26.289 --> 00:52:27.630
when we're targeting our avatar,

00:52:27.650 --> 00:52:29.693
we immediately are creating resistance.

00:52:29.733 --> 00:52:30.733
And that's what scares people.

00:52:30.753 --> 00:52:31.074
They're like,

00:52:31.554 --> 00:52:32.856
but if I'm just targeting these small

00:52:32.916 --> 00:52:34.097
people, they don't understand.

00:52:34.177 --> 00:52:35.257
You're static.

00:52:35.297 --> 00:52:36.039
You said that earlier.

00:52:36.498 --> 00:52:37.239
You're static.

00:52:37.280 --> 00:52:38.021
You're white noise.

00:52:38.621 --> 00:52:40.061
when you're clear in our when we are

00:52:40.103 --> 00:52:41.744
clear in our messaging and our language

00:52:42.144 --> 00:52:44.347
and that comes from emotional like clarity

00:52:44.387 --> 00:52:45.708
of where we want to go and who

00:52:45.728 --> 00:52:47.750
we want to do it with it creates

00:52:47.829 --> 00:52:51.353
signal and it stands out it will it

00:52:51.373 --> 00:52:53.916
will detour all the crap that you don't

00:52:53.936 --> 00:52:54.896
want to deal with and i'm not saying

00:52:54.936 --> 00:52:56.619
people are crap i'm saying the situations

00:52:56.659 --> 00:52:58.199
that you just yeah you don't want noise

00:52:58.219 --> 00:52:58.760
you want signal

00:52:59.260 --> 00:52:59.420
Yeah.

00:52:59.481 --> 00:53:01.362
And so my favorite phrase I learned from

00:53:01.422 --> 00:53:02.963
a mentor when it came to sales,

00:53:02.983 --> 00:53:03.344
and this again,

00:53:03.364 --> 00:53:05.525
this use without the heart is a tactic

00:53:05.545 --> 00:53:07.686
that won't work, but it's called use SUE,

00:53:07.927 --> 00:53:11.248
S-U-E, scarcity, urgency, exclusivity.

00:53:11.889 --> 00:53:13.030
So we want to be,

00:53:13.371 --> 00:53:14.050
instead of saying like,

00:53:14.090 --> 00:53:15.311
if you've had a hard time hiring one

00:53:15.351 --> 00:53:16.713
position, but you only need one position,

00:53:16.733 --> 00:53:18.393
you don't phrase it like, hey,

00:53:18.414 --> 00:53:19.215
we've really been desperate.

00:53:20.775 --> 00:53:22.195
You say we say we only have one

00:53:22.235 --> 00:53:22.635
position,

00:53:22.675 --> 00:53:24.657
the first person who qualifies will take

00:53:24.677 --> 00:53:25.217
this position.

00:53:25.697 --> 00:53:27.378
And then you create and then you create

00:53:27.458 --> 00:53:29.059
after you created that like exclusivity,

00:53:29.119 --> 00:53:30.579
then you create the urgency of like,

00:53:30.920 --> 00:53:31.900
whoever hires it first.

00:53:32.340 --> 00:53:33.782
And then you create the scarcity meaning.

00:53:34.302 --> 00:53:34.702
Yeah, guys.

00:53:34.942 --> 00:53:37.123
So if to qualify for this,

00:53:37.143 --> 00:53:38.304
this is what we're looking for.

00:53:38.443 --> 00:53:39.985
And we we just kind of water those

00:53:40.164 --> 00:53:42.045
last pieces down because we're afraid but

00:53:42.065 --> 00:53:43.186
if we hook them well,

00:53:43.626 --> 00:53:45.407
which comes from emotional connectivity

00:53:45.447 --> 00:53:45.967
and clarity,

00:53:46.688 --> 00:53:48.088
And we can really work through that.

00:53:48.188 --> 00:53:50.708
Then we can be as like resistance prone

00:53:50.748 --> 00:53:52.989
as we should be so that we only

00:53:53.030 --> 00:53:54.670
attract the right people who are a signal.

00:53:55.329 --> 00:53:56.949
Right now I'm on that organization's

00:53:56.989 --> 00:53:57.170
website.

00:53:57.311 --> 00:53:58.451
By the way, after like,

00:53:58.471 --> 00:53:59.911
so we saw the numbers and I was

00:53:59.951 --> 00:54:02.112
like, I sort of made this face like,

00:54:02.211 --> 00:54:04.711
ooh, look who had a good idea.

00:54:05.532 --> 00:54:06.793
So we saw the numbers, it worked.

00:54:07.572 --> 00:54:10.012
You just said the word emotional and comes

00:54:10.032 --> 00:54:10.793
from a place of fear.

00:54:10.853 --> 00:54:11.974
What do you think they did eight months

00:54:12.014 --> 00:54:12.233
later?

00:54:13.268 --> 00:54:14.288
What do you mean?

00:54:14.307 --> 00:54:14.947
They changed it back.

00:54:15.489 --> 00:54:16.469
They changed it back?

00:54:16.728 --> 00:54:18.730
Because after it showed that it worked,

00:54:18.750 --> 00:54:20.170
they changed it back?

00:54:20.369 --> 00:54:20.829
I mean,

00:54:20.849 --> 00:54:22.110
I haven't worked at this organization in

00:54:22.170 --> 00:54:22.490
years.

00:54:22.590 --> 00:54:23.831
I'm on their website right now.

00:54:24.130 --> 00:54:26.192
I click on their front page.

00:54:26.612 --> 00:54:28.672
It says, where did it go?

00:54:28.711 --> 00:54:30.672
Where did the thing go?

00:54:30.753 --> 00:54:31.952
It says, work with us.

00:54:32.373 --> 00:54:33.614
And then when you click it, it says,

00:54:34.614 --> 00:54:35.673
are you looking for a job?

00:54:36.775 --> 00:54:37.094
Oh, no.

00:54:39.275 --> 00:54:40.074
Do you want a job?

00:54:40.375 --> 00:54:42.016
Dude, there's fricking jobs everywhere.

00:54:42.235 --> 00:54:43.235
I don't want a job.

00:54:43.295 --> 00:54:44.277
I want a future, man.

00:54:44.297 --> 00:54:45.496
There we go.

00:54:45.617 --> 00:54:47.297
You know what I mean?

00:54:47.336 --> 00:54:47.597
Right.

00:54:47.998 --> 00:54:49.137
So I'm not knocking them.

00:54:49.597 --> 00:54:51.478
Cause again, I am, it's a cute story,

00:54:51.918 --> 00:54:52.918
but like maybe it didn't work.

00:54:52.938 --> 00:54:53.719
Maybe it didn't, I don't know,

00:54:54.199 --> 00:54:55.980
but it worked for that little snapshot.

00:54:56.000 --> 00:54:56.940
I was like, Hey, look at,

00:54:56.980 --> 00:54:59.041
but even if the wording was different,

00:54:59.889 --> 00:55:00.610
Lead with emotion.

00:55:01.431 --> 00:55:03.251
You're looking for a job, says one thing,

00:55:03.271 --> 00:55:04.192
because I got jobs.

00:55:04.251 --> 00:55:04.711
You got jobs.

00:55:04.731 --> 00:55:06.351
It's like you're trying to sell watches on

00:55:06.371 --> 00:55:06.751
the street.

00:55:06.791 --> 00:55:07.733
I got watches.

00:55:07.753 --> 00:55:08.353
I got watches.

00:55:08.652 --> 00:55:10.653
I got watches over here.

00:55:10.673 --> 00:55:11.554
It's like, hey, man,

00:55:13.195 --> 00:55:15.275
here's the best analogy.

00:55:15.295 --> 00:55:16.416
You want to go to a bar or

00:55:16.456 --> 00:55:16.835
do you want to?

00:55:16.916 --> 00:55:17.076
Hey.

00:55:17.875 --> 00:55:20.215
If you go down to that laundromat and

00:55:20.235 --> 00:55:22.436
you knock three times on the third washing

00:55:22.456 --> 00:55:24.217
machine, the door opens.

00:55:24.318 --> 00:55:27.579
And then you say, bubbles sent me.

00:55:27.599 --> 00:55:28.498
That's a speakeasy.

00:55:29.400 --> 00:55:31.000
There's a reason it's got buzz.

00:55:31.019 --> 00:55:33.201
It's because nobody knows about it,

00:55:33.521 --> 00:55:34.862
which means it's cool.

00:55:35.362 --> 00:55:36.163
That's right.

00:55:36.322 --> 00:55:39.284
Exclusivity is by default.

00:55:39.384 --> 00:55:39.844
Cool.

00:55:40.045 --> 00:55:40.684
Cool.

00:55:40.985 --> 00:55:41.746
You want to go to the bar?

00:55:41.945 --> 00:55:44.146
Yogi Berra said, uh,

00:55:45.226 --> 00:55:45.827
I don't go to that.

00:55:46.047 --> 00:55:47.369
Nobody goes to that place anymore.

00:55:47.528 --> 00:55:49.309
It's, it's, it's, it's always full.

00:55:49.329 --> 00:55:51.331
Right.

00:55:51.791 --> 00:55:51.971
Right.

00:55:52.972 --> 00:55:55.532
So having that exclusive, like unique,

00:55:55.873 --> 00:55:56.574
nobody knows it,

00:55:56.634 --> 00:55:58.894
but me kind of experiences is so vital.

00:55:59.295 --> 00:56:00.755
I've got to do sponsors,

00:56:01.077 --> 00:56:02.018
and then we've got to talk about your

00:56:02.057 --> 00:56:02.498
event.

00:56:02.538 --> 00:56:06.121
If you asked me how long we've been

00:56:06.161 --> 00:56:07.402
talking, I would have said twenty minutes.

00:56:07.682 --> 00:56:08.903
I feel like this is a master class,

00:56:08.923 --> 00:56:09.063
though.

00:56:09.103 --> 00:56:10.485
I think this is such a great time

00:56:10.525 --> 00:56:11.626
frame because people who are on this,

00:56:11.826 --> 00:56:13.447
I'm hoping, are having multiple takeaways.

00:56:13.728 --> 00:56:14.588
Yeah, I am.

00:56:15.489 --> 00:56:16.630
Empower EMR,

00:56:16.831 --> 00:56:18.172
they're built by physical therapists for

00:56:18.211 --> 00:56:18.913
physical therapists.

00:56:18.972 --> 00:56:20.273
If you're tired of clunky workflows,

00:56:20.534 --> 00:56:21.894
slow charting software that feels like it

00:56:21.914 --> 00:56:23.195
was coded during the dial-up era...

00:56:23.916 --> 00:56:25.237
Empower is the upgrade your clinic

00:56:25.257 --> 00:56:25.637
deserves.

00:56:26.157 --> 00:56:26.697
It's fast.

00:56:26.717 --> 00:56:27.398
It's intuitive.

00:56:27.539 --> 00:56:29.780
It makes documentation suck less.

00:56:30.000 --> 00:56:30.900
And that's the dream, right?

00:56:31.260 --> 00:56:33.362
EmpowerEMR.com.

00:56:33.541 --> 00:56:35.463
Also want to thank our new sponsor, U.S.

00:56:35.503 --> 00:56:36.182
Physical Therapy,

00:56:36.202 --> 00:56:37.884
one of the largest and fastest growing PT

00:56:37.903 --> 00:56:38.925
companies in the country.

00:56:39.764 --> 00:56:41.666
Clinics coast to coast, leadership tracks,

00:56:41.766 --> 00:56:42.847
mentorship opportunities.

00:56:42.887 --> 00:56:44.148
How do you want to grow in a

00:56:44.208 --> 00:56:46.331
culture that actually invests in their

00:56:46.371 --> 00:56:46.731
people?

00:56:46.831 --> 00:56:47.512
Wild concept.

00:56:48.211 --> 00:56:48.572
I know.

00:56:48.793 --> 00:56:50.173
Can I say something positive about both of

00:56:50.193 --> 00:56:50.815
those companies?

00:56:51.034 --> 00:56:51.275
Go.

00:56:51.614 --> 00:56:52.876
This is completely unplanned.

00:56:53.237 --> 00:56:55.257
And this is extra value for Sharif,

00:56:55.338 --> 00:56:56.239
the owner of Empower.

00:56:56.659 --> 00:56:57.480
Yes.

00:56:57.500 --> 00:56:59.902
Empower is one of the best.

00:57:00.842 --> 00:57:03.483
in many ways, the best EMR out there.

00:57:03.943 --> 00:57:05.364
I have lots of respect and love for

00:57:05.445 --> 00:57:07.065
other EMRs in different areas,

00:57:07.425 --> 00:57:09.005
but Sharif and his mission is powerful.

00:57:09.106 --> 00:57:10.306
I love Empower.

00:57:11.086 --> 00:57:12.306
I can go into more reasons on that,

00:57:12.746 --> 00:57:15.809
but I get nothing financially for saying

00:57:15.829 --> 00:57:16.409
this.

00:57:16.708 --> 00:57:18.389
I like to promote people I believe in.

00:57:18.829 --> 00:57:22.090
I also love US physical therapy.

00:57:22.311 --> 00:57:22.530
Why?

00:57:22.990 --> 00:57:24.231
Chris Redding is a good friend of mine.

00:57:24.271 --> 00:57:25.211
So here's my belief on them.

00:57:26.128 --> 00:57:29.090
They are the only, well, not the only,

00:57:29.150 --> 00:57:29.730
there's another one,

00:57:30.070 --> 00:57:33.251
but they're one of the few super large

00:57:33.851 --> 00:57:35.931
physical therapy entities that still

00:57:35.971 --> 00:57:37.231
retain, they're publicly traded.

00:57:37.512 --> 00:57:39.152
They're one of the four publicly traded PT

00:57:39.192 --> 00:57:39.532
companies,

00:57:39.552 --> 00:57:41.972
but they are still operated by PTs.

00:57:42.652 --> 00:57:44.492
And I've had multiple friends sell

00:57:44.552 --> 00:57:47.313
practices to them that years later say

00:57:47.333 --> 00:57:48.673
that was the best thing that they've ever

00:57:48.733 --> 00:57:48.974
done.

00:57:49.894 --> 00:57:52.155
And I get nothing for saying this.

00:57:52.295 --> 00:57:55.215
I believe in their whole board, Rick,

00:57:55.795 --> 00:57:56.396
Graham.

00:57:57.416 --> 00:57:58.557
They're just wonderful human beings.

00:57:58.677 --> 00:57:59.378
And honestly,

00:57:59.579 --> 00:58:00.659
I don't even see them that often.

00:58:00.699 --> 00:58:01.820
So there's no reason for me to say

00:58:01.840 --> 00:58:01.920
that.

00:58:01.981 --> 00:58:03.422
I get nothing for saying this other than

00:58:03.561 --> 00:58:04.623
I believe in the profession.

00:58:05.684 --> 00:58:06.644
And they're one of the ones who are

00:58:06.684 --> 00:58:07.405
doing it right.

00:58:07.846 --> 00:58:08.405
Love those guys.

00:58:08.706 --> 00:58:10.086
That's why we started working together.

00:58:10.347 --> 00:58:12.028
Because they're on a podcast.

00:58:12.108 --> 00:58:12.528
And I was like,

00:58:12.628 --> 00:58:13.789
what are you trying to achieve?

00:58:13.889 --> 00:58:16.371
And the big hairy scary with the marketing

00:58:16.411 --> 00:58:16.773
team was...

00:58:17.987 --> 00:58:19.907
what we look like and feel like it's

00:58:20.027 --> 00:58:23.550
hard to show that it's hard to do

00:58:23.590 --> 00:58:24.791
that, especially at scale.

00:58:25.092 --> 00:58:26.273
It's like, how do we show people?

00:58:26.293 --> 00:58:27.253
You should come work for us.

00:58:27.432 --> 00:58:28.273
Or if you want to, you know,

00:58:28.313 --> 00:58:28.994
if you want to, if you want to,

00:58:29.275 --> 00:58:29.695
you know,

00:58:29.735 --> 00:58:31.076
have your clinic come be a part of

00:58:31.135 --> 00:58:32.456
us, that's scary.

00:58:32.697 --> 00:58:35.458
Cause that's unknown and confused.

00:58:35.498 --> 00:58:37.920
People don't scare people.

00:58:38.260 --> 00:58:41.782
Don't we freeze so that they're large,

00:58:41.943 --> 00:58:43.264
large footprint, but they're like,

00:58:43.844 --> 00:58:45.324
It's hard to communicate those things.

00:58:45.525 --> 00:58:47.327
So when I do their live reads,

00:58:47.586 --> 00:58:50.769
these are done on purpose the way that

00:58:50.849 --> 00:58:51.349
I do them,

00:58:51.389 --> 00:58:53.972
which is like the outro with that is

00:58:54.032 --> 00:58:55.954
if you're a PT looking for your next

00:58:55.994 --> 00:58:58.536
chapter or clinic leader wanting a bigger

00:58:58.635 --> 00:59:01.518
stage, check out Career Opportunities.com.

00:59:02.045 --> 00:59:05.387
usph.com so it's like you're saying what

00:59:05.447 --> 00:59:07.367
they're looking what you you say hopes

00:59:07.427 --> 00:59:09.648
dreams and fears i say bads and goods

00:59:09.728 --> 00:59:10.688
which is like what are the things that

00:59:10.708 --> 00:59:11.829
are holding you what are you afraid of

00:59:11.989 --> 00:59:12.929
what do you want to get to what

00:59:12.949 --> 00:59:15.510
are your visions that's what you sell

00:59:15.771 --> 00:59:17.851
because the the the purpose of the live

00:59:17.871 --> 00:59:19.472
read on my podcast is not to get

00:59:19.492 --> 00:59:20.612
them to buy your clinic or for you

00:59:20.632 --> 00:59:21.994
to work there it's to get you to

00:59:22.014 --> 00:59:23.514
take one step closer and go i'll go

00:59:23.534 --> 00:59:24.715
to the website that's why you should have

00:59:24.875 --> 00:59:25.655
one call to action

00:59:26.476 --> 00:59:28.538
Only one and clear as day,

00:59:28.697 --> 00:59:29.797
as easy as possible.

00:59:30.358 --> 00:59:31.259
Well, you could also do that.

00:59:31.418 --> 00:59:31.739
No.

00:59:32.780 --> 00:59:34.460
Different color button on your website.

00:59:34.559 --> 00:59:36.320
Different color than everything else on

00:59:36.360 --> 00:59:36.960
your website.

00:59:37.041 --> 00:59:38.661
It is a good button, right?

00:59:39.878 --> 00:59:40.217
Do that.

00:59:40.237 --> 00:59:40.498
All right.

00:59:40.538 --> 00:59:42.018
So thank you to our sponsors for keeping

00:59:42.059 --> 00:59:42.298
us on.

00:59:42.358 --> 00:59:43.219
I love you guys.

00:59:43.298 --> 00:59:46.460
I'm going to take the recording of what

00:59:46.500 --> 00:59:47.541
you did and I'm just going to hit

00:59:47.800 --> 00:59:49.161
play on the hotkey from now on.

00:59:49.242 --> 00:59:50.081
That's the library.

00:59:50.101 --> 00:59:52.603
All right.

00:59:52.643 --> 00:59:54.123
So I reached out a little while ago

00:59:54.182 --> 00:59:55.923
because I saw somewhere on the interwebs

00:59:55.943 --> 00:59:57.744
you're doing an event and it has a

00:59:57.784 --> 00:59:59.164
lot to do with the things we just

00:59:59.204 --> 01:00:00.945
yammered on about for fifty five minutes.

01:00:01.963 --> 01:00:02.583
What is it?

01:00:02.742 --> 01:00:04.043
And then who's it for?

01:00:04.063 --> 01:00:05.405
Let's just make it emotional.

01:00:05.445 --> 01:00:05.965
Who's it for?

01:00:05.985 --> 01:00:06.945
What are they trying to achieve?

01:00:06.965 --> 01:00:08.146
And how do they, it's an in-person,

01:00:08.447 --> 01:00:10.208
it's an in-person thing.

01:00:10.248 --> 01:00:14.150
It's a two day in-person party that is

01:00:14.309 --> 01:00:16.391
so productive when it comes to helping

01:00:16.431 --> 01:00:18.773
people really learn the art of recruiting,

01:00:18.813 --> 01:00:21.114
training, and retaining their dream team.

01:00:21.153 --> 01:00:22.135
Yeah, let me get to retaining.

01:00:22.661 --> 01:00:23.222
Yeah,

01:00:23.963 --> 01:00:26.085
this is the only event that hits those

01:00:26.146 --> 01:00:27.367
buttons this clearly.

01:00:28.007 --> 01:00:29.309
And what's cool about the event, Jimmy,

01:00:29.409 --> 01:00:31.572
isn't just that we have, of course,

01:00:31.811 --> 01:00:33.594
amazing speakers who are coming in who are

01:00:33.653 --> 01:00:35.795
specialists in marketing and sales and

01:00:35.835 --> 01:00:36.336
recruiting.

01:00:36.896 --> 01:00:40.101
We also get to speak with incredible

01:00:40.161 --> 01:00:41.141
students in the area.

01:00:41.202 --> 01:00:43.503
In Arizona, we have a party that we,

01:00:43.623 --> 01:00:44.626
so here's one of the things that we're

01:00:44.646 --> 01:00:44.846
doing.

01:00:45.405 --> 01:00:46.407
There is a whole training.

01:00:46.487 --> 01:00:47.467
This is our second annual.

01:00:47.507 --> 01:00:48.789
Last year was a huge success.

01:00:48.809 --> 01:00:51.230
We're having all of these physical therapy

01:00:51.269 --> 01:00:53.211
students across the state of Arizona come

01:00:53.692 --> 01:00:56.293
and participate in your practicing of

01:00:56.353 --> 01:00:57.434
doing job interviews.

01:00:57.914 --> 01:00:59.155
It's going to be mock interviews,

01:00:59.195 --> 01:01:00.195
but they're real interviews.

01:01:00.635 --> 01:01:02.217
And one half of all the students in

01:01:02.257 --> 01:01:03.858
Arizona leave out of state.

01:01:05.159 --> 01:01:07.061
So we attract actually more companies to

01:01:07.081 --> 01:01:09.061
this event from out of Arizona than in.

01:01:09.603 --> 01:01:10.963
So not only are you coming to learn,

01:01:11.643 --> 01:01:13.125
you're coming to actually hire people.

01:01:13.726 --> 01:01:14.346
This was a cool,

01:01:14.365 --> 01:01:15.726
like I woke up in the middle of

01:01:15.746 --> 01:01:17.286
the night two years ago.

01:01:17.327 --> 01:01:18.268
It was ladies night.

01:01:18.788 --> 01:01:20.188
What if we had all the students come

01:01:20.208 --> 01:01:22.568
and then the PT owners would come and

01:01:22.668 --> 01:01:24.449
actually have an opportunity to not just

01:01:24.510 --> 01:01:24.730
learn,

01:01:24.750 --> 01:01:27.150
but actually hire people in real time.

01:01:27.690 --> 01:01:29.251
And so that was really fun last year.

01:01:29.311 --> 01:01:30.351
We had a live band.

01:01:30.431 --> 01:01:31.172
I always perform.

01:01:31.192 --> 01:01:32.213
It's a rock star summit.

01:01:32.233 --> 01:01:33.733
So I'm a rock star in my own

01:01:33.753 --> 01:01:35.594
world and I love to play and be

01:01:35.653 --> 01:01:35.974
stupid.

01:01:36.873 --> 01:01:38.054
But this year, honestly,

01:01:38.094 --> 01:01:40.117
we make so much value.

01:01:40.257 --> 01:01:40.617
The fun,

01:01:40.657 --> 01:01:41.797
no one's going to come for the fun,

01:01:41.918 --> 01:01:42.998
but believe me, when they leave,

01:01:43.018 --> 01:01:44.500
they're like, that was a blast.

01:01:44.599 --> 01:01:46.300
And we make sure that it's going to

01:01:46.320 --> 01:01:49.342
be a powerful experience for PT, OT,

01:01:49.364 --> 01:01:50.664
and SLP leaders.

01:01:51.585 --> 01:01:52.644
Anyone in that space,

01:01:52.784 --> 01:01:54.065
a lot of pediatric people come,

01:01:54.126 --> 01:01:56.045
adult PT obviously come from all over.

01:01:56.567 --> 01:01:57.606
It's in Phoenix, Arizona,

01:01:57.706 --> 01:01:59.407
March six through the eighth,

01:02:00.007 --> 01:02:01.168
March six through the eighth.

01:02:01.547 --> 01:02:02.927
We are going to sell out.

01:02:03.188 --> 01:02:04.929
We are almost fifty percent sold out and

01:02:04.949 --> 01:02:06.369
it doesn't start until March and we're

01:02:06.389 --> 01:02:07.590
filming this December fourth.

01:02:08.150 --> 01:02:10.971
So we we I'm like we don't it's

01:02:11.010 --> 01:02:12.411
not a huge sponsor event.

01:02:12.431 --> 01:02:13.992
We only have a handful of sponsors.

01:02:14.391 --> 01:02:16.291
We keep this really intimate, super,

01:02:16.411 --> 01:02:18.273
super fun and incredibly impactful.

01:02:18.663 --> 01:02:19.485
Who are some of the speakers?

01:02:19.505 --> 01:02:22.172
And if someone doesn't know who they are,

01:02:22.192 --> 01:02:22.914
what is their- Oh,

01:02:22.954 --> 01:02:24.458
I'm so glad that you said that.

01:02:24.559 --> 01:02:25.541
The great- I'm glad you asked.

01:02:26.108 --> 01:02:26.989
Greg Todd,

01:02:27.130 --> 01:02:28.331
if you're familiar with that wonderful

01:02:28.351 --> 01:02:31.193
human being, Brandon Siegel, the founder.

01:02:31.233 --> 01:02:31.813
Brandon Siegel.

01:02:31.833 --> 01:02:32.173
Wait, wait, wait.

01:02:32.313 --> 01:02:33.996
I started following Brandon Siegel because

01:02:34.036 --> 01:02:35.617
you shared he's the guy with the beard,

01:02:35.677 --> 01:02:35.896
right?

01:02:36.237 --> 01:02:36.478
He is.

01:02:36.577 --> 01:02:37.318
Yes, he is.

01:02:37.798 --> 01:02:38.900
Un-freaking-real.

01:02:39.079 --> 01:02:41.262
Greg Todd and Brandon Siegel.

01:02:41.322 --> 01:02:43.262
I felt like I met my soul mates.

01:02:43.402 --> 01:02:44.083
Is that weird?

01:02:44.603 --> 01:02:47.396
Like I just – these are guys –

01:02:46.365 --> 01:02:48.407
when I found Greg Todd after years of

01:02:48.467 --> 01:02:49.268
learning from this guy,

01:02:49.427 --> 01:02:50.688
I just went up to him a while

01:02:50.710 --> 01:02:52.271
back and said, I think I love you.

01:02:52.291 --> 01:02:53.030
Is that weird to say?

01:02:53.050 --> 01:02:53.612
Yeah.

01:02:53.811 --> 01:02:54.472
And he embraced me.

01:02:54.492 --> 01:02:55.313
He's like, no, bro,

01:02:55.492 --> 01:02:56.253
you and I are together.

01:02:56.273 --> 01:02:57.134
I'm like, no way.

01:02:57.153 --> 01:02:59.135
You and Greg Todd being bros.

01:02:59.416 --> 01:03:00.476
He is unreal.

01:03:00.617 --> 01:03:02.838
We have a speaker by the name of

01:03:02.878 --> 01:03:03.518
Scott Fritz,

01:03:03.559 --> 01:03:05.940
who was my coach and mentor for years.

01:03:06.581 --> 01:03:09.061
He specializes in how to prepare

01:03:09.101 --> 01:03:10.182
businesses to sell.

01:03:10.603 --> 01:03:12.224
So he talks about recruiting, training,

01:03:12.264 --> 01:03:14.085
retaining from a place of maximizing your

01:03:14.445 --> 01:03:15.385
clinic's value.

01:03:15.726 --> 01:03:16.427
But check this out.

01:03:16.467 --> 01:03:18.088
We also have Chris Ronzio.

01:03:18.447 --> 01:03:20.730
He's the founder of Trainual,

01:03:20.889 --> 01:03:23.092
that online hundred million dollar

01:03:23.152 --> 01:03:23.592
software.

01:03:24.192 --> 01:03:25.813
that was invested in by Sharks from Shark

01:03:25.853 --> 01:03:26.092
Tank.

01:03:26.474 --> 01:03:27.534
He's a good friend of mine.

01:03:27.634 --> 01:03:29.355
He's going to talk about how automating

01:03:29.396 --> 01:03:31.476
playbooks actually retains talent over

01:03:31.536 --> 01:03:32.838
time.

01:03:32.918 --> 01:03:34.478
It's stacked with some of the most amazing

01:03:34.539 --> 01:03:34.978
speakers.

01:03:35.179 --> 01:03:36.800
And yeah, it's a workshop as well.

01:03:36.820 --> 01:03:39.081
You're going to come learn and practice

01:03:39.561 --> 01:03:41.523
and hopefully actually make some hires.

01:03:41.722 --> 01:03:43.244
So you're looking for practice owners who

01:03:43.284 --> 01:03:44.164
are like this.

01:03:45.244 --> 01:03:46.826
I came out of PT school and did

01:03:46.885 --> 01:03:47.586
not understand.

01:03:47.686 --> 01:03:50.148
I thought it was always patient attraction

01:03:50.208 --> 01:03:51.088
as the biggest problem.

01:03:51.429 --> 01:03:52.469
And then the more you talk to the

01:03:52.489 --> 01:03:52.610
like,

01:03:53.715 --> 01:03:54.835
That's really cute, bro.

01:03:55.175 --> 01:03:55.835
It's not it.

01:03:55.876 --> 01:03:56.936
But from the outside,

01:03:56.956 --> 01:03:58.077
you wouldn't know unless you pop into

01:03:58.097 --> 01:03:58.197
this.

01:03:58.217 --> 01:03:59.538
So this is for practice owners?

01:04:00.157 --> 01:04:01.358
Is it any particular kind,

01:04:01.378 --> 01:04:02.378
any particular size?

01:04:02.440 --> 01:04:03.460
Or if you have this problem,

01:04:03.480 --> 01:04:04.721
this is the thing that solves it for

01:04:04.740 --> 01:04:04.800
you?

01:04:04.960 --> 01:04:05.161
Yeah,

01:04:05.181 --> 01:04:07.101
it's practice owners and leaders of PT,

01:04:07.222 --> 01:04:08.021
OT, and SLPs.

01:04:08.061 --> 01:04:08.663
And here's the thing.

01:04:08.682 --> 01:04:10.224
We get people who have single one,

01:04:10.244 --> 01:04:11.063
two locations.

01:04:11.603 --> 01:04:13.425
We also have guys there who have twenty

01:04:13.445 --> 01:04:14.485
to thirty locations.

01:04:15.106 --> 01:04:16.666
mostly because my network of my friends,

01:04:16.708 --> 01:04:17.989
they all kept growing their practices

01:04:18.028 --> 01:04:18.708
after I sold.

01:04:19.070 --> 01:04:22.072
They come to make the hires and to

01:04:22.132 --> 01:04:23.614
possibly look for people to partner with

01:04:23.733 --> 01:04:24.974
that they could maybe even acquire.

01:04:25.355 --> 01:04:27.777
So it's one of those things where, yeah,

01:04:27.817 --> 01:04:28.737
we keep it small.

01:04:28.938 --> 01:04:29.958
Talk about exclusivity.

01:04:30.119 --> 01:04:32.762
Our venue only holds a hundred seats and

01:04:32.782 --> 01:04:34.463
we're almost fifty percent sold out.

01:04:34.523 --> 01:04:35.905
Like we're almost fifty percent sold out.

01:04:36.405 --> 01:04:37.085
So for us,

01:04:37.244 --> 01:04:38.826
like we haven't even done aggressive sales

01:04:38.846 --> 01:04:39.445
or marketing yet.

01:04:39.485 --> 01:04:40.766
This is kind of the beginning of that.

01:04:41.246 --> 01:04:42.146
And so we have an end of year

01:04:42.206 --> 01:04:42.586
special.

01:04:42.626 --> 01:04:44.146
It's half off until the end of this

01:04:44.166 --> 01:04:44.387
year.

01:04:44.427 --> 01:04:45.748
So hopefully this podcast will get out to

01:04:45.788 --> 01:04:47.907
people because starting January first,

01:04:47.947 --> 01:04:48.829
those prices double.

01:04:49.088 --> 01:04:50.248
I'll drop it tomorrow, the fifth.

01:04:50.628 --> 01:04:51.989
So and where do they go?

01:04:52.010 --> 01:04:52.750
Where's your call to action?

01:04:52.769 --> 01:04:53.570
Well, your one call to action,

01:04:53.590 --> 01:04:54.389
where are they going to find it?

01:04:54.630 --> 01:04:55.451
You want to go to...

01:04:57.347 --> 01:05:01.048
www.summit.virtualrockstar.com.

01:05:01.349 --> 01:05:01.688
Once again,

01:05:01.708 --> 01:05:06.050
that's www.summit.virtualrockstar.com.

01:05:06.090 --> 01:05:08.032
Pick up your tickets, look at the agenda,

01:05:08.052 --> 01:05:09.492
look at the speakers, but honestly,

01:05:09.532 --> 01:05:10.952
just get ready to make a difference in

01:05:10.972 --> 01:05:11.393
your team.

01:05:11.833 --> 01:05:13.434
The team is the legacy.

01:05:13.795 --> 01:05:16.056
It's the best part of our journey when

01:05:16.096 --> 01:05:16.795
we know how to do it.

01:05:17.155 --> 01:05:17.615
Wow.

01:05:17.655 --> 01:05:18.036
Well done.

01:05:18.117 --> 01:05:18.436
All right.

01:05:18.577 --> 01:05:20.157
We got some stuff to talk about off,

01:05:20.277 --> 01:05:20.597
off air.

01:05:20.617 --> 01:05:21.318
I want some insight.

01:05:21.338 --> 01:05:21.639
We'll do that.

01:05:21.659 --> 01:05:23.099
We'll do that in silence,

01:05:23.139 --> 01:05:24.239
but parting shot.

01:05:24.440 --> 01:05:24.981
What is it?

01:05:25.240 --> 01:05:26.422
Well, first of all, subscribe to, well,

01:05:26.461 --> 01:05:27.302
if you like this vibe,

01:05:27.862 --> 01:05:28.702
you could get this vibe.

01:05:28.882 --> 01:05:30.164
You could mainline this vibe.

01:05:30.824 --> 01:05:32.505
Willpower podcast, uh,

01:05:32.664 --> 01:05:34.065
find that wherever podcasts are heard,

01:05:34.146 --> 01:05:35.847
or you can go to virtual rockstar.com and

01:05:35.867 --> 01:05:37.208
there's a dropdown that says we'll start

01:05:37.228 --> 01:05:39.208
willpower podcast, uh, parting shot.

01:05:39.248 --> 01:05:40.030
What do you want to leave with people?

01:05:40.688 --> 01:05:43.210
I want people to know that they matter.

01:05:43.871 --> 01:05:45.112
That if you've gotten to this part of

01:05:45.132 --> 01:05:45.733
the episode,

01:05:46.193 --> 01:05:47.735
you are one of the few that are

01:05:47.795 --> 01:05:49.617
that committed to getting to the very end

01:05:49.657 --> 01:05:50.338
of those things.

01:05:50.458 --> 01:05:52.340
And that what you are dreaming about,

01:05:52.420 --> 01:05:54.260
the things that you are hoping to create,

01:05:55.242 --> 01:05:56.623
aren't just nice thoughts.

01:05:57.284 --> 01:06:00.666
It is important that you accomplish those.

01:06:00.967 --> 01:06:02.429
I'm going to ask those people who are

01:06:02.949 --> 01:06:04.489
in this state of listening that they...

01:06:05.440 --> 01:06:06.681
Don't just hear this as like a nice

01:06:06.722 --> 01:06:07.121
compliment,

01:06:07.141 --> 01:06:09.905
but a call out to step forward and

01:06:09.925 --> 01:06:11.905
to realize that dream because other people

01:06:11.967 --> 01:06:12.527
need you to.

01:06:13.027 --> 01:06:13.728
I love that.

01:06:14.789 --> 01:06:16.190
All right.

01:06:16.210 --> 01:06:16.731
Thank you.

01:06:17.210 --> 01:06:17.751
Thank you, man.

01:06:17.771 --> 01:06:19.572
That was honestly one of the best times

01:06:19.592 --> 01:06:20.693
I've had on a podcast ever.

01:06:21.153 --> 01:06:21.735
I love that.

01:06:22.014 --> 01:06:23.476
It was an hour and I was like,

01:06:23.635 --> 01:06:25.557
okay, that seems a lot.

01:06:25.938 --> 01:06:26.219
I don't know.

01:06:26.239 --> 01:06:27.059
It's going by really quick.

01:06:27.179 --> 01:06:27.380
All right.

01:06:27.460 --> 01:06:28.661
Well, appreciate the time, man.

01:06:28.681 --> 01:06:28.960
Thank you.