How Therapists Can Sell Without Feeling Icky

WEBVTT

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Hey guys,

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welcome back to PT Breakfast Club.

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I mean, it's the perfect intro, man.

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Oh, we're jumping on the,

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we're jumping on the trend

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of the AI generated videos.

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And that's our, that's our version of like,

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you know, Yeti and Bigfoot, I guess.

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Hang on.

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Hang on.

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Here he comes.

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I'll play it again.

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Cause Dave just got here.

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Here's, here's our new intro.

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Tony made it this morning.

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Hey guys,

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welcome back to PT Breakfast Club.

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There it is.

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We've got our own AI generated intro.

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Yes.

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That guy was all tall and

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skinny like Dave.

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I think.

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Yeah.

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Clean and mean.

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Clean and mean.

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Clean and mean.

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But that's what you're able

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to do with sort of these

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AI-generated things, which is, I mean,

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again, it's where it is right now.

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And I'm sure if you haven't

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seen the Bigfoot videos,

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I don't know how you've missed them.

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Maybe it just shows you what I click on.

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I don't know.

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It's in my algorithm.

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But Bigfoot and Yeti

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essentially acting like

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vloggers and just running

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around the world like

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vloggers doing some weird stuff.

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um the first the I saw one

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though that actually had a

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product in it was the first

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time so in my head in my

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mind these accounts are

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sort of ambiguous because

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when I saw it I was like oh

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which company has co-opted

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this and the accounts are

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sort of like just weird

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names but if you know

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anything about some youtube

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or facebook or even youtube

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strategy people will go on a strategy

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build an audience,

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sometimes using questionable tactics.

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And then later on down the line,

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they'll completely flip the

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name or sell the name of

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the channel to someone else,

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purge all the videos,

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but you keep the followers.

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Do you understand what I'm saying?

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Like sort of an arbitrage that way.

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So I was sort of thinking

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like it might be an

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ambiguous sort of innocuous

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Facebook account now.

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But then when I saw Zen, I was like,

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it could be the Zen people doing this.

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It could be someone else who

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sold it to Zen.

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We don't know.

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So that is definitely a strategy.

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So what's interesting, it's a trend,

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obviously everybody's going

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to get sick of it quicker than, you know,

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anything else.

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But the idea is this is

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clearly like successful.

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It's growing in popularity.

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Even it's Jimmy,

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you might remember this

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Dave cabbage patch kids.

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Like go back.

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I know you guys are way older than me,

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but it was still part of my,

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a little bit of my growth years.

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Yes.

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Yeah, Cabbage Patch Kids, Beanie Babies,

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like all of this kind of stuff.

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The fidget spinners, like, okay.

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Snap bracelets.

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Yeah, snap bracelets.

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So it's not going to last

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for twenty years.

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But you know what?

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If it put a million dollars

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in your bank account in two weeks,

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like a hundred percent

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people would jump on this.

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And this is one of those

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things where I got on this morning.

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Literally, I woke up, had my coffee,

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talked to my wife, had a great morning.

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got on and said,

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how do I make a Yeti video

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that introduces the PT Breakfast Club?

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Got a couple of tutorial videos,

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signed up for a one month trial on Envato,

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I think it's called.

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and started playing with this.

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Now, the first version didn't have audio.

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Second version had a little better.

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As I understand the prompts,

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I am going to figure out

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how to get a good quality Yeti video.

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And then I'm like,

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wouldn't it be hilarious if

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you created a couple of

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these right now when it's trending?

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to talk about like how Dave's using the,

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the STEM device, how I'm using shockwave,

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how Jimmy's doing other things.

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Like we could have so much

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fun with this and bring

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that levity into the profession.

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It's just a, it's a different channel.

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It's a different way that you're,

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you can create a character

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and you don't need to fly a

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character in or train them

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up or set up good lighting.

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You literally just,

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you tell it what you want

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the set to look like.

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Like what was the prompt you

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got for this one that we're

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looking at right now?

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I went into chat GPT.

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I took elements from a

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YouTube video that I was

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watching and then had GPT reprocess it.

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And basically just like a quick one,

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it just said, hey,

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ten second animated video,

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PT Breakfast Club.

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Modern setting is a modern

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physical therapy clinic

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with visible treatment tables,

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resistance bands, therapy balls,

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large three large mythical

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forest creatures.

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I had to use that because I

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couldn't use our names.

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It was against their policy

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and I couldn't use

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trademarked characters like Yeti.

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Yeah.

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And then it said, you know,

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three creatures, high top table,

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shoulder pulley, foam roll,

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clipboard with a treatment plan.

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The dialogue is, hey, guys,

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welcome back to PT Breakfast Club.

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Today's podcast.

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It's supposed to say today's podcast.

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We're blowing up social

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media with news about

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physical therapy and how to

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grow your PT business.

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Fill a mug and tune in now.

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That's what it was supposed to say.

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It didn't say that.

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And then I said, quirky,

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warm background music

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finish with an animated PT

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Breakfast Club sign or text.

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So it's close.

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But remember what graphics

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looked like in the

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beginning of of of ChatGPT?

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Yeah.

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Always put like a sixth finger on people.

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It wouldn't it wasn't able

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to spell words correctly.

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It kept doing that.

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give it a week,

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give it a week and ten ten

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thousand prompts and

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modifications and

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improvements and it'll be

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something different in a month.

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Yeah, that's my opinion.

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Well, let's talk about what you wear.

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Dave,

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you had shared something with us

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about a professional or attire.

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And this was, I think,

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the prompt that you had shared.

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We're professionals and

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we're paid for our expertize.

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Someone believes how we

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dress influences our

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client's perception of us

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and with a level above what

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I'd wear at home.

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Not wearing jeans,

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a dressier but breathable top,

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closed-toed shoes.

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This person thinks scrubs

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suggest technician or medical assistant,

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leggings or joggers suggest

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group exercise instructor.

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Tony said his Lululemon

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pants were in the shop.

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So what are your thoughts?

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Does this bring back the no

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polo or polo argument?

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I've always been fine with polos.

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There's a little bit of... Yeah,

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Tony's got it with the branded.

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Not a fan of the white obliques there,

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but I think they're, in general...

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it would be best to be, you know, like,

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like this is like a collars and kosher,

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like it's short sleeve, it's stretchy,

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but it's like an actual,

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it's like a button up collar.

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I think there's certain

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therapists like whether

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it's Tony or it's Jean Chirac abroad,

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or it's, uh, Urson Rahelioso,

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or I don't know,

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Danny Matei and all those, all those cash,

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you know,

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therapists and Zia Dadul and all

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like Zia Dadul, he treats patients.

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He's got a huge following.

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He's got multiple clinics.

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He's, I believe mostly self-pay.

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He does a ton of stuff with ACL.

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I just saw a video this morning of him.

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He was wearing socks in this

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clinic with a backwards hat on, T-shirt,

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sweatpants,

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but he's not hurting for marketing.

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He's not hurting for

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retaining patients and clients.

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It doesn't seem like he's

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hurting for anything.

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I mean,

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I helped him start in the whole

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cash base world seven or

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whatever years ago.

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In general, though,

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there's these therapists

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that are having trouble

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ramping up and launching.

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their practice,

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it doesn't matter if you're in network,

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out of network, self-pay, you do Medicare,

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you don't take Medicare, whatever.

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If you're ramping up and

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you're looking to get a

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foothold and you want to

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convey value in the first

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five or ten seconds before

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you even open your mouth

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when you meet people,

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dress attire absolutely is crucial.

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But once you're Tony Meritato,

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you could wear whatever.

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You could wear a backwards

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hat like Zia Dabdoul and wear socks.

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Tony can wear whatever,

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cargo baggy pants and whatever,

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shirt or hoodie.

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Tony, whatever you want to wear.

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You already have so much

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other stuff that you

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brought to the table with

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videos and content.

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People throw money at you

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and you could literally

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wear whatever you want.

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But the therapists that are like,

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what do I wear?

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And I'm looking to grow and

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I'm struggling or I'm stuck

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or I'm plateaued.

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I believe if you look good, you feel good,

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you perform better, it comes off better.

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Obviously,

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I have a bias in terms of our Manhattan,

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New York City clientele.

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But there's another

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clientele of ours that they

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probably don't care either.

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Anyway, but that's just my bias.

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This is Chase.

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His LinkedIn user profile

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isn't coming through,

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but this is Chase saying this.

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He says, I think as long as you,

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the clinician,

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are comfortable and it's on

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brand with your organization,

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it should be fine.

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I agree with Chase.

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Yeah,

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on brand is the most important thing.

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I mean, your image conveys value.

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Your image conveys what you do.

00:09:20.836 --> 00:09:23.799
Like there is an image associated with,

00:09:23.919 --> 00:09:26.601
you know, Silicon Valley tech bros,

00:09:26.662 --> 00:09:26.962
right?

00:09:27.023 --> 00:09:28.004
Like there's an image

00:09:28.264 --> 00:09:29.985
connected with CrossFit

00:09:30.105 --> 00:09:34.850
versus yoga versus Pilates in our clinic.

00:09:36.118 --> 00:09:38.899
we curate that image very carefully,

00:09:38.940 --> 00:09:41.120
but at the same time, it's like,

00:09:41.260 --> 00:09:42.662
I understand my demographic.

00:09:43.042 --> 00:09:45.403
We're Midwest, it's a steel mill town,

00:09:45.602 --> 00:09:46.823
this is blue collar,

00:09:46.884 --> 00:09:48.684
we're working individuals,

00:09:48.804 --> 00:09:49.926
we're about family.

00:09:50.466 --> 00:09:52.726
So when you come into my clinic,

00:09:53.187 --> 00:09:56.028
you don't really see high-end, polished,

00:09:56.129 --> 00:09:59.390
finished, very expensive equipment.

00:10:00.370 --> 00:10:02.131
That is off-brand for us.

00:10:02.192 --> 00:10:02.451
Plus,

00:10:02.532 --> 00:10:03.972
that's also not the experience we're

00:10:03.993 --> 00:10:04.852
trying to deliver.

00:10:06.153 --> 00:10:07.234
At the same time, though,

00:10:07.433 --> 00:10:09.274
you don't see a bunch of private rooms.

00:10:11.336 --> 00:10:13.196
Everything we do is curated

00:10:13.255 --> 00:10:15.756
to attract the ideal client

00:10:15.856 --> 00:10:17.258
and deliver the experience

00:10:17.278 --> 00:10:18.057
we want to deliver.

00:10:20.017 --> 00:10:22.038
But I will say,

00:10:22.759 --> 00:10:24.259
you can go from white lab

00:10:24.298 --> 00:10:26.620
coat and want to be called

00:10:26.660 --> 00:10:30.202
doctor to yoga pants and

00:10:30.263 --> 00:10:31.923
tank tops to whatever.

00:10:32.004 --> 00:10:33.804
You just need to do it intentionally.

00:10:34.365 --> 00:10:35.946
Yeah.

00:10:36.005 --> 00:10:37.466
And I think you should do it consistently.

00:10:38.956 --> 00:10:40.038
I think if somebody in your

00:10:40.057 --> 00:10:42.500
organization were so

00:10:42.561 --> 00:10:44.462
outside of so many standard

00:10:44.482 --> 00:10:46.024
deviations from the middle,

00:10:46.063 --> 00:10:47.285
from what is normal there,

00:10:47.346 --> 00:10:48.005
it would just be like,

00:10:48.086 --> 00:10:48.866
I don't understand this.

00:10:49.748 --> 00:10:50.849
This doesn't make any sense.

00:10:51.070 --> 00:10:52.010
So it's got to make sense.

00:10:52.932 --> 00:10:53.972
Chase, who was saying that,

00:10:54.113 --> 00:10:56.254
is a brick and mortar from Missouri.

00:10:56.515 --> 00:10:57.035
So that's where he is.

00:10:57.056 --> 00:10:58.658
Go ahead.

00:10:58.758 --> 00:11:00.440
Go ahead.

00:11:01.785 --> 00:11:02.605
No, I'm just going to say, like,

00:11:02.625 --> 00:11:04.067
I had a new therapist start

00:11:04.086 --> 00:11:05.047
last year in December.

00:11:05.547 --> 00:11:07.486
He wore a button up to the

00:11:08.268 --> 00:11:09.327
in-person interview and

00:11:09.347 --> 00:11:10.408
evaluation that he and I

00:11:10.447 --> 00:11:11.768
did together as part of our

00:11:11.948 --> 00:11:12.749
interviewing process.

00:11:13.208 --> 00:11:14.269
And then the first visit

00:11:14.308 --> 00:11:15.849
with us was with one of our

00:11:15.889 --> 00:11:18.070
longtime clients who was doing,

00:11:18.789 --> 00:11:20.090
I think I posted online,

00:11:20.129 --> 00:11:21.610
but was doing one of the

00:11:22.150 --> 00:11:23.390
golf simulators at some

00:11:23.431 --> 00:11:24.191
place in Manhattan.

00:11:24.230 --> 00:11:26.052
So I was like, all right, I'm going to go.

00:11:26.812 --> 00:11:27.832
And I'm going to tag along.

00:11:27.932 --> 00:11:29.494
And this was in December of last year.

00:11:30.053 --> 00:11:32.515
And I said to the therapist, I said, hey,

00:11:32.556 --> 00:11:33.876
can you just wear like can

00:11:33.897 --> 00:11:34.937
you just wear something?

00:11:35.317 --> 00:11:36.399
I know it was like freezing outside.

00:11:36.418 --> 00:11:37.019
It was like twenty five

00:11:37.058 --> 00:11:38.320
degrees or thirty degrees or whatever.

00:11:38.860 --> 00:11:39.640
So obviously I know you're

00:11:39.660 --> 00:11:40.942
going to wear like a jacket or whatever,

00:11:40.981 --> 00:11:42.543
but I'm like like underneath that,

00:11:42.562 --> 00:11:44.244
can you just wear like like

00:11:44.543 --> 00:11:45.585
the same type of shirt that

00:11:45.625 --> 00:11:47.927
you just wore for our

00:11:47.986 --> 00:11:49.368
in-person interview when you and I met?

00:11:50.327 --> 00:11:53.270
And then when we got to the place,

00:11:54.466 --> 00:11:57.129
he had a hoodie on and I'm like, Ooh,

00:11:57.169 --> 00:11:57.470
that's yeah.

00:11:57.490 --> 00:11:58.230
The hoodie is tough.

00:11:58.390 --> 00:12:00.553
It's a tough sell.

00:12:00.793 --> 00:12:01.033
Yeah.

00:12:01.153 --> 00:12:02.076
I just, it's now.

00:12:02.135 --> 00:12:03.277
And then that same therapist,

00:12:03.616 --> 00:12:04.337
we won't mention names,

00:12:04.398 --> 00:12:05.779
but I don't want to have to go into it,

00:12:05.799 --> 00:12:06.942
but that therapist is like

00:12:07.501 --> 00:12:08.302
asking like why I don't

00:12:08.322 --> 00:12:09.784
send them new evaluations anymore.

00:12:09.804 --> 00:12:10.566
Cause it was like, you know,

00:12:10.605 --> 00:12:11.226
part-time or whatever.

00:12:11.267 --> 00:12:11.606
It's like,

00:12:12.528 --> 00:12:13.990
just, just no,

00:12:14.009 --> 00:12:15.210
sometimes there's no self-awareness,

00:12:15.250 --> 00:12:17.051
but that is like, okay,

00:12:17.350 --> 00:12:18.490
I need to convey that more

00:12:18.530 --> 00:12:19.831
because that it's not just me,

00:12:19.851 --> 00:12:20.672
but it's my therapist.

00:12:20.711 --> 00:12:21.452
I tell my therapist, Hey,

00:12:21.472 --> 00:12:22.972
like really simple things.

00:12:23.013 --> 00:12:24.653
Like let's get solid black shoes.

00:12:24.693 --> 00:12:25.653
Like you need new shoes.

00:12:25.673 --> 00:12:26.033
I'll buy them.

00:12:26.053 --> 00:12:26.533
I'll pay for them.

00:12:26.554 --> 00:12:26.815
Whatever.

00:12:26.855 --> 00:12:28.955
Like, you know, solid black sneakers.

00:12:28.975 --> 00:12:29.696
If you want to be comfortable,

00:12:29.735 --> 00:12:30.956
you don't have to wear dress shoes,

00:12:30.975 --> 00:12:32.876
but like certain things I just, I,

00:12:32.956 --> 00:12:33.976
especially if they're W two

00:12:34.017 --> 00:12:34.998
and I can actually do that

00:12:35.077 --> 00:12:36.177
legally and say like, Hey,

00:12:36.457 --> 00:12:37.058
this is what I want.

00:12:37.119 --> 00:12:37.958
This is what I expected.

00:12:37.979 --> 00:12:38.399
What I want,

00:12:38.458 --> 00:12:39.919
how I want you to dress or whatever.

00:12:40.539 --> 00:12:40.600
Uh,

00:12:40.980 --> 00:12:42.221
Then as W-to employees,

00:12:42.240 --> 00:12:44.120
they can have to follow

00:12:44.160 --> 00:12:44.881
that versus if they're ten

00:12:44.902 --> 00:12:45.881
ninety nine and they can

00:12:45.902 --> 00:12:46.621
wear whatever they want.

00:12:46.682 --> 00:12:49.764
So and that we've talked about it before,

00:12:49.803 --> 00:12:51.344
like the brand promise and

00:12:51.364 --> 00:12:52.445
the brand extension, all that.

00:12:52.465 --> 00:12:53.504
So like when I'm not there,

00:12:54.365 --> 00:12:56.066
they're there and they I

00:12:56.125 --> 00:12:57.927
want them to have the same

00:12:57.966 --> 00:12:59.908
type of presentation as I

00:12:59.927 --> 00:13:00.587
would if I were there.

00:13:01.567 --> 00:13:02.688
You can do whatever you want,

00:13:02.729 --> 00:13:04.893
but you get what the other

00:13:04.932 --> 00:13:05.693
person expects.

00:13:06.534 --> 00:13:06.995
For some reason,

00:13:07.015 --> 00:13:07.837
I'm seeing these quotes

00:13:07.857 --> 00:13:10.041
from Robert Herjavec from Shark Tank.

00:13:10.061 --> 00:13:11.563
And he said this one quote where he's like,

00:13:11.624 --> 00:13:12.686
don't... He's like, fear...

00:13:13.563 --> 00:13:14.744
fear the man in the t-shirt,

00:13:14.803 --> 00:13:15.725
not the man in the suit.

00:13:15.745 --> 00:13:16.825
And he was talking about Mark Cuban.

00:13:17.325 --> 00:13:18.325
And he was like, I didn't understand it.

00:13:18.345 --> 00:13:19.466
When I first met Mark Cuban,

00:13:19.826 --> 00:13:20.806
like Robert Herjavec is

00:13:20.865 --> 00:13:22.505
known as like dressing to the nines.

00:13:22.525 --> 00:13:23.726
Like dude walks in and you're like,

00:13:23.826 --> 00:13:26.027
that guy has got some money, right?

00:13:26.307 --> 00:13:27.447
And he's looking at Mark Cuban going like,

00:13:27.467 --> 00:13:28.748
Mark, why do you dress like a schlub?

00:13:29.168 --> 00:13:29.347
You know,

00:13:29.388 --> 00:13:30.989
Mark's like wearing like designer

00:13:31.028 --> 00:13:32.828
jeans and like a Led

00:13:32.869 --> 00:13:33.749
Zeppelin t-shirt that

00:13:33.769 --> 00:13:35.230
probably costs a thousand dollars,

00:13:35.289 --> 00:13:36.929
but looks like a Led Zeppelin t-shirt.

00:13:37.250 --> 00:13:39.010
And Mark simply just says, cause I can,

00:13:39.051 --> 00:13:39.331
man.

00:13:39.390 --> 00:13:39.591
Like,

00:13:40.191 --> 00:13:41.192
because I'm not trying to

00:13:41.211 --> 00:13:42.251
impress anybody in this room.

00:13:42.493 --> 00:13:46.174
Now, that works to an extent, right?

00:13:46.235 --> 00:13:46.855
Because if you're trying to

00:13:46.875 --> 00:13:47.755
deliver... The comparison

00:13:47.796 --> 00:13:49.136
is Tony and Ziad Dadul,

00:13:49.177 --> 00:13:50.638
who Ziad is wearing socks

00:13:50.677 --> 00:13:52.239
and a backwards hat, whatever,

00:13:52.259 --> 00:13:54.120
because he's already made it.

00:13:54.181 --> 00:13:56.542
Tony's already made it, has a following,

00:13:56.601 --> 00:13:57.042
all that.

00:13:57.342 --> 00:13:57.903
Mark Cuban,

00:13:58.182 --> 00:13:59.724
already a billionaire on the show.

00:13:59.884 --> 00:14:00.384
So he's like...

00:14:00.845 --> 00:14:01.465
I'll wear whatever.

00:14:01.485 --> 00:14:01.945
And guess what?

00:14:01.965 --> 00:14:03.306
For the show over the last ten years,

00:14:03.586 --> 00:14:04.287
he's been wearing a suit.

00:14:04.326 --> 00:14:05.307
If you've noticed, he doesn't wear that.

00:14:05.346 --> 00:14:06.847
Now, here's something funny.

00:14:06.908 --> 00:14:07.628
Different industry.

00:14:07.727 --> 00:14:09.428
I was in radio and I went

00:14:09.469 --> 00:14:10.288
from being just a

00:14:10.328 --> 00:14:12.269
broadcaster to now the program director.

00:14:12.389 --> 00:14:13.850
And now I was going to different meetings.

00:14:14.250 --> 00:14:15.951
Half of my day I was wearing

00:14:15.971 --> 00:14:17.211
a button down shirt.

00:14:17.532 --> 00:14:17.751
Right.

00:14:17.812 --> 00:14:18.452
And khakis.

00:14:19.092 --> 00:14:20.133
and half the other day I was

00:14:20.173 --> 00:14:20.793
like all right now I'm in

00:14:20.813 --> 00:14:21.793
the I'm in the radio studio

00:14:21.813 --> 00:14:22.734
and I'm wearing cargo

00:14:22.754 --> 00:14:23.695
shorts and a guns and roses

00:14:23.735 --> 00:14:25.716
t-shirt I'm being mckay the

00:14:25.755 --> 00:14:26.556
first half of the day I'm

00:14:26.956 --> 00:14:28.076
jimmy mckay program

00:14:28.096 --> 00:14:29.256
director the second half of

00:14:29.277 --> 00:14:30.417
the day I'm on the air the

00:14:30.518 --> 00:14:32.097
funny part was it didn't

00:14:32.138 --> 00:14:33.658
work because a lot of

00:14:33.698 --> 00:14:35.379
people knew me first the

00:14:35.418 --> 00:14:36.320
people were trying to meet

00:14:36.340 --> 00:14:37.779
with local business owners

00:14:37.919 --> 00:14:38.801
to get them to buy in

00:14:39.160 --> 00:14:39.880
they'd see me in the

00:14:39.900 --> 00:14:40.620
meeting like that doesn't

00:14:40.640 --> 00:14:41.761
make any sense so my boss

00:14:41.782 --> 00:14:43.442
was like be you be mckay

00:14:43.482 --> 00:14:44.743
the whole time this is the

00:14:44.783 --> 00:14:46.683
persona you've given out in your

00:14:47.323 --> 00:14:48.543
ten years in northeast

00:14:48.563 --> 00:14:50.284
Pennsylvania it was it was

00:14:50.325 --> 00:14:51.825
confusing to people like

00:14:51.884 --> 00:14:53.005
wait you're the boss but

00:14:53.046 --> 00:14:53.885
you're not really like that

00:14:53.926 --> 00:14:55.365
guy who's screaming and

00:14:55.385 --> 00:14:56.046
giving away beer and

00:14:56.066 --> 00:14:56.886
concert tickets all the

00:14:56.927 --> 00:14:58.187
time so the boss was like

00:14:59.006 --> 00:15:00.388
stop being you know be that

00:15:00.408 --> 00:15:01.668
guy be the operator but

00:15:01.687 --> 00:15:02.567
when you meet with people

00:15:02.607 --> 00:15:03.427
you have to keep that

00:15:03.467 --> 00:15:04.828
consistent so I would say

00:15:04.849 --> 00:15:05.668
that's the last one right

00:15:05.729 --> 00:15:08.049
consistency in that thing

00:15:08.450 --> 00:15:09.789
yeah I worked in a I worked

00:15:09.830 --> 00:15:11.030
in a peds clinic and I wore

00:15:11.410 --> 00:15:11.850
they said pretty much

00:15:11.870 --> 00:15:12.610
whatever you want because

00:15:12.630 --> 00:15:13.890
you're gonna get vomit and

00:15:13.910 --> 00:15:15.892
snot and spit and urine it didn't matter

00:15:16.792 --> 00:15:17.852
So I know we're going to

00:15:17.913 --> 00:15:19.595
talk about asking for referrals,

00:15:19.654 --> 00:15:21.635
but something Dave brought

00:15:21.697 --> 00:15:22.476
up that I thought was

00:15:22.517 --> 00:15:24.038
really interesting I wanted to mention.

00:15:24.958 --> 00:15:27.721
Dave said, because it's a W-to-employee,

00:15:27.861 --> 00:15:30.163
I can tell that person what to do.

00:15:30.965 --> 00:15:32.826
I saw, and I think we all know,

00:15:33.086 --> 00:15:34.447
I think he's on Long Island,

00:15:34.827 --> 00:15:36.029
Dave Harvitz.

00:15:37.390 --> 00:15:38.792
He's a physical therapist

00:15:38.851 --> 00:15:39.852
and I don't know if he does

00:15:39.893 --> 00:15:42.193
total motion or what he does.

00:15:42.294 --> 00:15:42.995
But anyway,

00:15:43.634 --> 00:15:46.096
he had said in he's been

00:15:46.116 --> 00:15:47.317
sharing more clips lately

00:15:47.357 --> 00:15:48.719
and he's he had said nobody

00:15:48.739 --> 00:15:50.419
works for him until they've

00:15:50.440 --> 00:15:51.921
done a six month like

00:15:52.181 --> 00:15:54.322
internship basically to

00:15:54.482 --> 00:15:55.823
learn his methodology.

00:15:55.844 --> 00:15:56.484
And I've known other

00:15:56.504 --> 00:15:57.725
therapists that I respect

00:15:57.764 --> 00:15:59.245
greatly who are very

00:15:59.306 --> 00:16:00.907
similar in that mindset.

00:16:01.567 --> 00:16:03.408
I want to hear more from

00:16:03.568 --> 00:16:04.909
Dave Kittle on this.

00:16:05.429 --> 00:16:06.510
Like I remember.

00:16:07.091 --> 00:16:08.192
Twenty five years ago

00:16:08.251 --> 00:16:10.432
thinking I read E-Myth Revisited.

00:16:11.113 --> 00:16:12.994
I understood Michael Gerber's position.

00:16:13.014 --> 00:16:13.715
I was like, all right,

00:16:13.735 --> 00:16:14.355
I'm going to build the

00:16:14.394 --> 00:16:15.515
system and I've got the

00:16:15.596 --> 00:16:16.615
ideas and I've got the

00:16:16.655 --> 00:16:17.716
model and people are going

00:16:17.736 --> 00:16:18.636
to do what I tell them to

00:16:18.677 --> 00:16:20.177
do because I'm paying their salary.

00:16:21.119 --> 00:16:21.759
Heck no.

00:16:22.198 --> 00:16:23.879
Like where where do we draw

00:16:23.919 --> 00:16:25.640
the line in this between

00:16:26.100 --> 00:16:27.601
the professional autonomy

00:16:27.822 --> 00:16:29.363
of the physical therapist

00:16:29.383 --> 00:16:31.384
coming to work for us and

00:16:31.683 --> 00:16:33.325
us building a business that

00:16:33.485 --> 00:16:34.846
delivers the results that

00:16:34.946 --> 00:16:36.086
we want to deliver?

00:16:37.322 --> 00:16:39.503
I think they are not technicians.

00:16:39.982 --> 00:16:42.423
They are not, you know, cogs in the wheel.

00:16:42.442 --> 00:16:43.102
They're not going to build

00:16:43.143 --> 00:16:44.764
the widget that I want them to build.

00:16:45.443 --> 00:16:47.283
I don't believe I have the

00:16:47.543 --> 00:16:50.284
real authority to say,

00:16:50.644 --> 00:16:52.125
this is what you need to do.

00:16:52.285 --> 00:16:53.365
I need a visor.

00:16:54.326 --> 00:16:55.625
Dave, what's your position on that?

00:16:55.645 --> 00:16:56.907
Because I have found over

00:16:56.927 --> 00:16:58.386
the years that when I hire someone,

00:16:58.447 --> 00:16:59.226
if I think I'm going to

00:16:59.267 --> 00:17:00.147
tell them what to do,

00:17:00.326 --> 00:17:01.707
I am always disappointed.

00:17:01.847 --> 00:17:02.748
I just need to hire the

00:17:02.788 --> 00:17:04.607
person who's doing what I

00:17:04.669 --> 00:17:06.489
want and let them do it.

00:17:08.306 --> 00:17:09.047
I agree.

00:17:09.646 --> 00:17:10.688
It is a little bit in

00:17:10.728 --> 00:17:12.048
between or at the very

00:17:12.108 --> 00:17:14.549
least it is hiring them to

00:17:14.589 --> 00:17:16.451
fulfill the style of

00:17:16.510 --> 00:17:19.012
therapy visit that I want.

00:17:19.653 --> 00:17:20.693
It's not going to be exactly

00:17:20.733 --> 00:17:21.273
like when they do an

00:17:21.294 --> 00:17:22.914
evaluation or a treatment visit,

00:17:22.955 --> 00:17:23.435
it's not going to be

00:17:23.496 --> 00:17:24.817
exactly the way I would do it.

00:17:24.856 --> 00:17:25.876
It's not going to be exactly

00:17:25.916 --> 00:17:26.917
the way Tony Maritato or

00:17:26.958 --> 00:17:27.858
June McKay would do it.

00:17:28.679 --> 00:17:29.479
It's not going to be the

00:17:29.519 --> 00:17:30.799
same way that some other

00:17:30.819 --> 00:17:31.799
staff therapist would do it.

00:17:32.200 --> 00:17:33.019
But overall,

00:17:33.240 --> 00:17:35.020
if the patient and client is happy,

00:17:35.060 --> 00:17:35.701
they're impressed,

00:17:35.740 --> 00:17:37.780
they hopefully feel a little bit better,

00:17:37.820 --> 00:17:40.842
they feel acknowledged, listened to,

00:17:40.882 --> 00:17:41.721
they feel heard,

00:17:42.561 --> 00:17:44.343
and they're interested in

00:17:44.423 --> 00:17:45.222
continuing to invest in

00:17:45.242 --> 00:17:45.903
their health and wellness,

00:17:46.262 --> 00:17:47.063
that's all that matters.

00:17:47.123 --> 00:17:48.864
I want them to establish that.

00:17:49.991 --> 00:17:51.493
No, I can't tell them exactly what to do.

00:17:51.534 --> 00:17:52.715
I can't tell them only do

00:17:52.816 --> 00:17:54.137
two manual muscle tests or

00:17:54.878 --> 00:17:56.381
do exactly this structure

00:17:57.021 --> 00:17:58.663
or do exactly this type of treatment.

00:17:58.763 --> 00:18:01.307
I definitely do suggest, you know,

00:18:01.346 --> 00:18:02.969
treatment types or if they have

00:18:04.872 --> 00:18:05.972
We had a younger client

00:18:06.012 --> 00:18:06.972
recently with complex

00:18:07.012 --> 00:18:07.813
regional pain syndrome.

00:18:07.833 --> 00:18:10.375
And I told one of my therapists like, yeah,

00:18:10.414 --> 00:18:10.755
so like,

00:18:10.855 --> 00:18:12.516
let's do the Stimpod locally on

00:18:12.816 --> 00:18:13.915
the location of discomfort,

00:18:13.935 --> 00:18:15.416
but then also at the

00:18:15.596 --> 00:18:16.958
earlobe part for the vagus

00:18:16.998 --> 00:18:17.738
nerve stimulation,

00:18:17.958 --> 00:18:19.098
five minutes each position,

00:18:19.199 --> 00:18:20.460
each spot or ten minutes

00:18:20.539 --> 00:18:21.980
max each position and then

00:18:22.000 --> 00:18:23.080
all your other normal stuff.

00:18:24.115 --> 00:18:26.477
But I'll give suggestions, but no, I agree,

00:18:26.517 --> 00:18:26.757
Tony.

00:18:27.258 --> 00:18:29.238
I can't tell them exactly what to do,

00:18:29.538 --> 00:18:31.398
but that's part of my whole

00:18:32.160 --> 00:18:33.059
intro phone call,

00:18:33.619 --> 00:18:35.320
Zoom video interview where

00:18:35.340 --> 00:18:36.021
we're talking about,

00:18:36.301 --> 00:18:37.582
do my core values match

00:18:37.602 --> 00:18:38.202
their core values?

00:18:38.222 --> 00:18:38.883
They're telling me stories

00:18:38.903 --> 00:18:39.542
about their past.

00:18:39.903 --> 00:18:40.963
I can start to get to know

00:18:40.983 --> 00:18:41.723
them a little bit more.

00:18:42.064 --> 00:18:43.045
Then we meet in person.

00:18:43.305 --> 00:18:44.905
They evaluate me as a fake patient.

00:18:45.625 --> 00:18:46.726
I check the references.

00:18:46.925 --> 00:18:49.626
We do a career history form

00:18:49.646 --> 00:18:50.487
that they have to fill out.

00:18:50.807 --> 00:18:53.387
And so from all those five touch points,

00:18:54.147 --> 00:18:56.169
I can start to cluster an

00:18:56.209 --> 00:18:57.088
approximation of,

00:18:57.128 --> 00:18:58.210
will they be the right fit

00:18:58.609 --> 00:18:59.750
to deliver the style of

00:18:59.789 --> 00:19:00.569
treatment that I want?

00:19:00.809 --> 00:19:03.171
But no, they're not cogs in the wheel.

00:19:03.191 --> 00:19:05.270
And they're not doing do step one,

00:19:05.290 --> 00:19:06.451
then step two, then step three,

00:19:06.471 --> 00:19:06.872
and all that.

00:19:06.932 --> 00:19:09.712
So especially with mobile,

00:19:09.833 --> 00:19:10.512
they're going to do

00:19:10.532 --> 00:19:11.452
whatever they want anyway.

00:19:11.512 --> 00:19:12.673
I can't tell them exactly

00:19:12.693 --> 00:19:13.933
what to do treatment-wise.

00:19:14.611 --> 00:19:15.711
Yeah, it's got to fit.

00:19:15.790 --> 00:19:16.090
Like, I mean,

00:19:16.131 --> 00:19:17.531
how many times you've been

00:19:17.571 --> 00:19:18.771
meeting with someone and say,

00:19:18.811 --> 00:19:20.291
this isn't going to be a good fit at all,

00:19:20.451 --> 00:19:20.612
right?

00:19:20.632 --> 00:19:21.972
I'm sure you've weeded people out.

00:19:22.353 --> 00:19:22.673
Or, hey,

00:19:22.692 --> 00:19:23.992
I've got the perfect person for you.

00:19:24.012 --> 00:19:25.433
It sounds like I'm going to

00:19:25.473 --> 00:19:26.493
match this person's energy.

00:19:26.513 --> 00:19:27.413
If you've got someone on

00:19:27.433 --> 00:19:29.295
your staff that's pretty quiet,

00:19:29.315 --> 00:19:29.934
you've got someone who's

00:19:29.954 --> 00:19:31.634
really verbose and high energy,

00:19:31.654 --> 00:19:33.336
you're like, this isn't going to match.

00:19:33.955 --> 00:19:35.115
But if you've got someone on your staff,

00:19:35.135 --> 00:19:36.496
so this is where variability, I think,

00:19:37.096 --> 00:19:37.656
could be one of your

00:19:37.696 --> 00:19:39.356
superpowers is important.

00:19:39.517 --> 00:19:41.098
yes the quality is our table

00:19:41.118 --> 00:19:42.480
stakes right and

00:19:42.559 --> 00:19:43.161
understanding what the

00:19:43.201 --> 00:19:45.564
brand is table stakes but I

00:19:45.624 --> 00:19:46.625
think some of our I mean

00:19:46.744 --> 00:19:47.726
especially with the ryzen

00:19:47.826 --> 00:19:48.767
ai it's going to be the

00:19:48.807 --> 00:19:49.748
differences and the things

00:19:49.768 --> 00:19:50.608
that you bring to the table

00:19:50.628 --> 00:19:52.211
that someone else can't is

00:19:52.230 --> 00:19:54.012
going to be your your

00:19:54.133 --> 00:19:54.933
unique selling point

00:19:56.007 --> 00:19:56.166
Now,

00:19:56.207 --> 00:19:58.269
I think this is where it can be turned

00:19:58.328 --> 00:19:59.470
into an advantage.

00:19:59.509 --> 00:20:00.911
So I've had therapists on my

00:20:00.951 --> 00:20:03.073
staff that I would never do

00:20:03.093 --> 00:20:05.314
what they do in patient

00:20:05.334 --> 00:20:06.494
care and interventions.

00:20:06.976 --> 00:20:09.678
But because I had them on the team,

00:20:10.278 --> 00:20:11.138
I could be like, OK,

00:20:11.419 --> 00:20:12.819
this patient is perfect for

00:20:12.839 --> 00:20:13.580
that therapist.

00:20:13.601 --> 00:20:14.882
Like this patient was made

00:20:14.922 --> 00:20:16.063
for that therapist.

00:20:16.563 --> 00:20:17.824
I put those two together.

00:20:18.104 --> 00:20:19.625
They've got a ten year relationship.

00:20:20.185 --> 00:20:21.945
If I didn't have that person,

00:20:21.965 --> 00:20:24.146
if I was only a CrossFit

00:20:24.166 --> 00:20:26.207
gym that just does CrossFit,

00:20:26.767 --> 00:20:28.567
I have no other option than

00:20:28.606 --> 00:20:29.468
to send that person

00:20:29.508 --> 00:20:30.607
somewhere else or try to

00:20:30.728 --> 00:20:32.768
force that person into my model.

00:20:33.208 --> 00:20:34.387
That's not going to work for them.

00:20:35.648 --> 00:20:38.148
So once I let go of the idea that, hey,

00:20:38.388 --> 00:20:40.349
this is Tony's physical therapy clinic,

00:20:40.369 --> 00:20:41.049
you're going to do it my

00:20:41.069 --> 00:20:41.970
way or the highway,

00:20:42.569 --> 00:20:43.930
it allowed me to expand the

00:20:43.970 --> 00:20:46.490
team and offer alternatives

00:20:46.530 --> 00:20:48.171
to my personality that...

00:20:48.990 --> 00:20:50.251
really helped us grow over

00:20:50.271 --> 00:20:51.992
the years now that I'm

00:20:52.554 --> 00:20:55.255
older more established less

00:20:55.556 --> 00:20:56.836
less interested in growth

00:20:56.916 --> 00:20:57.757
I'm like I'm not gonna

00:20:57.797 --> 00:20:58.817
bring someone on the team

00:20:58.857 --> 00:21:00.398
who's just gonna you know

00:21:00.479 --> 00:21:02.380
go at odds with what the

00:21:02.440 --> 00:21:04.000
rest of us is doing so

00:21:04.221 --> 00:21:05.182
that's why we haven't grown

00:21:07.163 --> 00:21:08.203
I have another uh funny

00:21:08.263 --> 00:21:09.265
anecdote from this past

00:21:09.325 --> 00:21:10.925
week uh I know we're only

00:21:10.945 --> 00:21:12.326
we're over thursday this

00:21:12.346 --> 00:21:13.907
past week in terms of that

00:21:13.988 --> 00:21:15.028
exact thing we're talking

00:21:15.048 --> 00:21:16.210
about expectations and

00:21:17.590 --> 00:21:18.711
We had a patient reach out,

00:21:19.592 --> 00:21:20.712
reaching out for her father.

00:21:20.772 --> 00:21:21.792
The father specifically

00:21:21.813 --> 00:21:23.153
wanted a female therapist.

00:21:23.173 --> 00:21:25.755
They had asked for like not

00:21:25.795 --> 00:21:26.454
physical therapy.

00:21:26.476 --> 00:21:27.536
They had asked for a massage.

00:21:27.635 --> 00:21:29.396
I say to my therapist in Manhattan,

00:21:29.936 --> 00:21:31.057
it's a female physical therapist.

00:21:31.097 --> 00:21:33.138
She's licensed as a physical therapist.

00:21:33.159 --> 00:21:34.680
She's also licensed as a

00:21:34.720 --> 00:21:35.599
massage therapist.

00:21:36.059 --> 00:21:37.361
I say to that physical therapist,

00:21:37.681 --> 00:21:38.382
this client,

00:21:39.001 --> 00:21:40.201
this intersection or this

00:21:40.281 --> 00:21:41.182
address you're okay with?

00:21:41.222 --> 00:21:41.982
Yes, nearby.

00:21:42.103 --> 00:21:42.824
Okay, great.

00:21:43.384 --> 00:21:44.525
I spoke to the daughter.

00:21:45.444 --> 00:21:47.086
She's getting this for her father.

00:21:47.367 --> 00:21:48.608
The father, for whatever reason,

00:21:48.648 --> 00:21:49.210
he's old school.

00:21:49.369 --> 00:21:50.510
Maybe he doesn't want a male touching him.

00:21:50.592 --> 00:21:50.991
I don't know.

00:21:51.031 --> 00:21:54.076
But he's requesting a female therapist.

00:21:54.395 --> 00:21:57.359
I said, he's looking for and he wants.

00:21:57.819 --> 00:21:59.422
Now he's ninety something years old.

00:22:00.355 --> 00:22:02.317
He doesn't want to do squats

00:22:02.357 --> 00:22:03.638
and balance drills and all that.

00:22:03.939 --> 00:22:05.019
They want massage.

00:22:05.240 --> 00:22:07.221
They want massage and soft tissue work.

00:22:07.643 --> 00:22:08.804
Therapist says to me, well,

00:22:08.943 --> 00:22:10.204
do they know that we're

00:22:10.224 --> 00:22:10.806
physical therapists?

00:22:10.826 --> 00:22:12.406
I'm like, but you're a physical therapist,

00:22:12.426 --> 00:22:13.508
but you're also a massage therapist.

00:22:13.528 --> 00:22:13.647
Right.

00:22:15.329 --> 00:22:17.451
Therapist goes and does the home visit.

00:22:18.483 --> 00:22:19.605
How many minutes?

00:22:19.846 --> 00:22:20.967
So we do six minute visits.

00:22:21.188 --> 00:22:22.308
How many minutes do you guys

00:22:22.348 --> 00:22:24.853
think was actually massage

00:22:24.873 --> 00:22:25.614
or soft tissue work?

00:22:25.953 --> 00:22:26.934
Just just hypothetically,

00:22:26.974 --> 00:22:27.836
you don't know any other

00:22:27.936 --> 00:22:29.077
detailed or context.

00:22:29.479 --> 00:22:29.798
Ten.

00:22:30.019 --> 00:22:30.380
I don't know.

00:22:30.500 --> 00:22:31.741
Like, I was gonna say fifteen.

00:22:34.563 --> 00:22:37.223
But it doesn't matter because the client,

00:22:37.865 --> 00:22:38.444
older gentleman,

00:22:38.505 --> 00:22:40.185
told his daughter that he

00:22:40.205 --> 00:22:41.967
didn't get a massage

00:22:42.007 --> 00:22:43.228
because the expectations

00:22:43.268 --> 00:22:44.509
were so out of whack.

00:22:45.108 --> 00:22:46.470
And maybe I dropped the ball

00:22:46.490 --> 00:22:47.530
a little bit with communication,

00:22:47.550 --> 00:22:49.291
but I knew this therapist

00:22:49.652 --> 00:22:50.732
is licensed in New York as

00:22:50.752 --> 00:22:51.712
a PT and a massage

00:22:51.732 --> 00:22:52.773
therapist for whatever reason.

00:22:54.275 --> 00:22:56.135
And I said to the therapist,

00:22:57.130 --> 00:22:58.692
They don't want a physical

00:22:58.711 --> 00:22:59.752
therapy evaluation.

00:23:00.253 --> 00:23:00.734
In fact,

00:23:00.815 --> 00:23:02.115
I didn't even speak to the therapist.

00:23:02.477 --> 00:23:03.959
All this has a paper trail.

00:23:04.239 --> 00:23:05.520
All this is over text and email.

00:23:05.740 --> 00:23:08.003
So we can't right now, but if we wanted to,

00:23:08.203 --> 00:23:09.605
we could pull it up and I could read it.

00:23:09.905 --> 00:23:12.028
And it's unbelievable, like it's in text.

00:23:13.258 --> 00:23:14.958
what the client is paying

00:23:14.978 --> 00:23:15.999
out of pocket for,

00:23:16.499 --> 00:23:17.939
not what their insurance is covering.

00:23:18.378 --> 00:23:19.200
The insurance, of course,

00:23:19.220 --> 00:23:20.140
would want the physical

00:23:20.180 --> 00:23:21.059
therapy evaluation of

00:23:21.200 --> 00:23:22.140
whatever complexity.

00:23:22.480 --> 00:23:23.401
That's not it.

00:23:23.641 --> 00:23:24.840
The client is paying out of pocket.

00:23:24.881 --> 00:23:25.941
The family's paying out of pocket.

00:23:26.340 --> 00:23:27.521
This is something that they want,

00:23:27.882 --> 00:23:29.102
not something that they need.

00:23:30.001 --> 00:23:31.102
They don't want physical therapy.

00:23:31.461 --> 00:23:34.363
They want massage, holistic wellness,

00:23:34.383 --> 00:23:35.242
whatever they were talking

00:23:35.282 --> 00:23:37.163
about with soft tissue work or whatever.

00:23:38.683 --> 00:23:40.744
And what do you tell people?

00:23:40.825 --> 00:23:42.645
Like, I see this every single day.

00:23:43.266 --> 00:23:44.705
It's I am the therapist.

00:23:44.865 --> 00:23:45.807
I am the professional.

00:23:45.886 --> 00:23:46.846
This is about me.

00:23:47.027 --> 00:23:47.906
I will, you know,

00:23:48.007 --> 00:23:50.748
tell you what to do versus

00:23:50.788 --> 00:23:52.489
the client coming in who's like,

00:23:52.548 --> 00:23:53.189
I'm in pain.

00:23:53.308 --> 00:23:53.848
I'm sore.

00:23:54.028 --> 00:23:55.470
I want you to make me feel better.

00:23:55.509 --> 00:23:56.490
This is how I want you to

00:23:56.529 --> 00:23:57.490
make me feel better.

00:23:58.030 --> 00:23:59.290
The therapist thinks that

00:23:59.351 --> 00:24:02.251
they're the ones saying it.

00:24:02.271 --> 00:24:04.772
Like, how do you help that therapist?

00:24:05.452 --> 00:24:06.593
Either acknowledge, OK,

00:24:06.732 --> 00:24:07.834
I'm here to serve or I'm

00:24:08.013 --> 00:24:10.473
here to do what I want or, you know,

00:24:11.295 --> 00:24:12.654
just change the mindsets.

00:24:12.674 --> 00:24:13.194
What do we do?

00:24:13.775 --> 00:24:14.654
Start with the goal.

00:24:14.796 --> 00:24:16.336
And I don't mean the therapeutic goal.

00:24:16.375 --> 00:24:17.175
I mean, what is the goal?

00:24:17.375 --> 00:24:18.256
The goal is to align with

00:24:18.276 --> 00:24:19.537
this person to figure out,

00:24:19.557 --> 00:24:20.997
can I actually deliver what they want?

00:24:21.277 --> 00:24:21.977
I'm sure you have enough

00:24:22.076 --> 00:24:23.837
tools in your toolbox to deliver that.

00:24:24.298 --> 00:24:26.259
but asking what is being asked of them.

00:24:26.440 --> 00:24:27.000
That person,

00:24:27.480 --> 00:24:29.103
like what Dave is probably looking at,

00:24:29.123 --> 00:24:30.023
and I can put words in your mouth,

00:24:30.144 --> 00:24:31.325
is this is a great

00:24:31.365 --> 00:24:32.926
opportunity to give what a

00:24:32.967 --> 00:24:34.307
person is asking for that

00:24:34.347 --> 00:24:36.230
you actually have dual certification in,

00:24:36.549 --> 00:24:36.769
right?

00:24:36.810 --> 00:24:37.711
Massage and PT.

00:24:38.051 --> 00:24:39.032
Build a relationship.

00:24:39.272 --> 00:24:40.294
So down the line,

00:24:40.835 --> 00:24:41.855
actually what I think he

00:24:41.895 --> 00:24:43.017
needs is to really be doing

00:24:43.057 --> 00:24:43.757
some stairs because he

00:24:43.798 --> 00:24:45.880
wants to get back on using the subway.

00:24:46.200 --> 00:24:47.641
But episode number one,

00:24:48.422 --> 00:24:49.262
yeah I probably would have

00:24:49.282 --> 00:24:51.023
said like you tell me tell

00:24:51.064 --> 00:24:52.305
me what what what success

00:24:52.325 --> 00:24:53.465
would look like in sixty

00:24:53.506 --> 00:24:54.605
minutes from now well I

00:24:54.645 --> 00:24:55.346
really need to massage

00:24:55.366 --> 00:24:56.367
because I can't my back's

00:24:56.448 --> 00:24:57.788
totally jacked up great

00:24:58.669 --> 00:24:59.670
trying to force your

00:24:59.710 --> 00:25:00.529
narrative on them well

00:25:00.609 --> 00:25:01.750
actually your your

00:25:01.830 --> 00:25:03.231
iliocostalis muscles are

00:25:03.291 --> 00:25:04.073
and being like we're gonna

00:25:04.093 --> 00:25:04.913
do this for thirty but then

00:25:04.932 --> 00:25:05.753
we're gonna do other stuff

00:25:06.094 --> 00:25:07.855
that's a miss that is what

00:25:07.894 --> 00:25:08.836
happens when we have

00:25:09.135 --> 00:25:11.278
dictation by insurance not

00:25:11.337 --> 00:25:12.558
where dave is so I think

00:25:12.598 --> 00:25:14.839
that was a miss but there

00:25:14.940 --> 00:25:16.201
must be reasons why why do

00:25:16.221 --> 00:25:17.422
you think that therapist did that

00:25:19.526 --> 00:25:20.567
I think what Tony just said

00:25:20.646 --> 00:25:21.126
hit on the head,

00:25:21.146 --> 00:25:22.228
which is the therapist did

00:25:22.248 --> 00:25:23.268
what they wanted to do.

00:25:23.788 --> 00:25:25.189
And here's also a caveat,

00:25:25.209 --> 00:25:26.170
which is actually

00:25:26.670 --> 00:25:28.411
financially against that

00:25:28.451 --> 00:25:29.511
therapist's own wallet.

00:25:29.751 --> 00:25:30.432
That therapist works

00:25:30.452 --> 00:25:31.393
full-time somewhere else.

00:25:31.952 --> 00:25:34.275
They already are busy with Luna patients.

00:25:34.855 --> 00:25:36.757
And I go, I go, this was a while ago.

00:25:36.797 --> 00:25:38.678
I go, how much is Luna paying these days?

00:25:38.718 --> 00:25:40.199
You're getting like seventy five, eighty,

00:25:40.640 --> 00:25:41.820
eighty five bucks a visit, right?

00:25:42.000 --> 00:25:42.800
Yeah, yeah.

00:25:42.820 --> 00:25:43.741
With bonus, whatever, whatever.

00:25:44.001 --> 00:25:46.544
And I go, and by the way,

00:25:46.724 --> 00:25:48.445
this client's paying three fifty a visit.

00:25:48.506 --> 00:25:49.026
And I go, well,

00:25:49.105 --> 00:25:53.410
I'll pay you one hundred so

00:25:53.910 --> 00:25:54.590
I can beat Luna.

00:25:54.651 --> 00:25:56.092
I can be way more competitive than Luna.

00:25:56.792 --> 00:25:58.874
I said, moving forward, effective today,

00:25:58.913 --> 00:26:00.455
whatever this was, I can, you know,

00:26:00.695 --> 00:26:01.576
you're up to one hundred

00:26:01.596 --> 00:26:03.038
dollars a visit for all of our visits.

00:26:03.959 --> 00:26:05.220
And this therapist knew this.

00:26:05.279 --> 00:26:05.460
Now,

00:26:06.240 --> 00:26:08.143
this family is not going to continue

00:26:08.163 --> 00:26:08.442
with this.

00:26:08.623 --> 00:26:09.584
I even tried to switch to

00:26:09.624 --> 00:26:11.045
another female therapist yesterday.

00:26:11.105 --> 00:26:12.066
I tried to salvage this,

00:26:12.366 --> 00:26:13.346
and they're like already

00:26:13.667 --> 00:26:14.689
completely turned off.

00:26:14.709 --> 00:26:15.970
Because they asked for something.

00:26:16.089 --> 00:26:17.151
I asked for pepperoni,

00:26:17.171 --> 00:26:17.971
and you gave me half

00:26:18.011 --> 00:26:19.373
pepperoni and half anchovy.

00:26:19.393 --> 00:26:20.253
I didn't ask for that.

00:26:20.993 --> 00:26:22.875
But isn't it wild that I can

00:26:22.914 --> 00:26:24.496
pay more than Luna,

00:26:24.736 --> 00:26:27.218
this therapist might have had,

00:26:27.238 --> 00:26:27.678
I don't know,

00:26:27.738 --> 00:26:29.419
five or ten or however many

00:26:29.459 --> 00:26:30.660
more encounters with this client,

00:26:30.779 --> 00:26:32.641
if they actually listened

00:26:32.681 --> 00:26:34.642
to what I said and what the client wanted,

00:26:34.741 --> 00:26:36.442
not did what they wanted,

00:26:36.863 --> 00:26:37.824
and they just lost a

00:26:37.864 --> 00:26:39.924
thousand dollars of future income.

00:26:41.221 --> 00:26:42.821
I've never and maybe it's

00:26:42.843 --> 00:26:44.163
just the therapist that I

00:26:44.282 --> 00:26:45.303
tend to connect with.

00:26:45.942 --> 00:26:47.663
I've never seen a therapist

00:26:47.703 --> 00:26:49.564
be motivated by money, period.

00:26:49.784 --> 00:26:51.845
I've never seen bonuses that

00:26:51.944 --> 00:26:53.365
motivate the therapist that

00:26:53.424 --> 00:26:55.265
I'm working with and associated with.

00:26:55.705 --> 00:26:57.546
I've never seen incentive plans.

00:26:57.586 --> 00:26:59.365
I've never seen profit sharing, you know,

00:26:59.385 --> 00:27:01.027
and we've had this conversation before.

00:27:01.707 --> 00:27:04.769
But it's like logic does not

00:27:04.808 --> 00:27:08.750
play a role because logic would say, hey,

00:27:09.191 --> 00:27:09.892
even for the people

00:27:09.932 --> 00:27:10.872
complaining about money,

00:27:11.011 --> 00:27:11.932
I don't get paid enough.

00:27:12.492 --> 00:27:13.192
It doesn't matter.

00:27:13.594 --> 00:27:14.554
It's first.

00:27:14.773 --> 00:27:16.154
I want to do what I want to do,

00:27:16.355 --> 00:27:17.476
what I believe is best.

00:27:17.576 --> 00:27:19.017
And it could be you believe

00:27:19.057 --> 00:27:20.017
this is what's in the best

00:27:20.076 --> 00:27:21.077
interest of the patient.

00:27:21.897 --> 00:27:24.521
And second, I also need to make a living.

00:27:25.021 --> 00:27:26.984
But I've just never in our

00:27:27.025 --> 00:27:29.347
profession seen therapists

00:27:29.407 --> 00:27:31.289
motivated by money who are

00:27:31.351 --> 00:27:32.852
willing to change their

00:27:32.893 --> 00:27:35.635
primary driver because they

00:27:35.655 --> 00:27:36.537
can make a little more

00:27:36.636 --> 00:27:37.739
doing something else.

00:27:38.619 --> 00:27:39.560
I'm sure they exist.

00:27:40.301 --> 00:27:40.662
Go ahead.

00:27:40.682 --> 00:27:41.442
It's so wild, though,

00:27:41.461 --> 00:27:42.923
because this person who we

00:27:42.962 --> 00:27:44.363
don't know is dual.

00:27:44.643 --> 00:27:46.743
She's also a licensed massage therapist.

00:27:47.044 --> 00:27:47.963
So it's not like you gave

00:27:47.983 --> 00:27:49.364
her something that was out of her,

00:27:49.845 --> 00:27:51.184
like something that she'd never do.

00:27:51.265 --> 00:27:53.345
It's like you literally have

00:27:53.365 --> 00:27:54.445
the skill set and you can

00:27:54.465 --> 00:27:55.566
write it down on a resume.

00:27:55.925 --> 00:27:57.846
And this person is asking for that thing.

00:27:58.307 --> 00:27:59.767
So and I also think, Tony,

00:27:59.807 --> 00:28:03.147
that studies will show on the large part,

00:28:03.268 --> 00:28:05.348
most financial bonuses

00:28:05.469 --> 00:28:06.509
don't actually work.

00:28:07.948 --> 00:28:09.529
They aren't as successful as people think.

00:28:09.589 --> 00:28:11.251
They'll take it because they're not idiots,

00:28:11.633 --> 00:28:12.834
but it actually doesn't

00:28:12.874 --> 00:28:14.036
change the drive of the

00:28:14.056 --> 00:28:14.817
thing that you think it

00:28:14.876 --> 00:28:16.999
does outside of like bum fights.

00:28:17.058 --> 00:28:18.862
Bum fights, fifty bucks actually works.

00:28:18.882 --> 00:28:19.643
Remember bum fights?

00:28:20.852 --> 00:28:21.792
I remember.

00:28:21.833 --> 00:28:22.393
Very bad.

00:28:22.512 --> 00:28:23.493
That was like twenty years ago.

00:28:23.534 --> 00:28:24.134
Early YouTube.

00:28:24.153 --> 00:28:25.595
I'm glad you guys just

00:28:25.615 --> 00:28:26.576
brought up the fact that

00:28:26.596 --> 00:28:28.116
there are the therapists on

00:28:28.277 --> 00:28:29.218
social media and these

00:28:29.238 --> 00:28:30.439
Facebook groups creating

00:28:30.479 --> 00:28:32.099
like the salary reports or

00:28:32.140 --> 00:28:33.401
like the spreadsheets of

00:28:33.441 --> 00:28:34.480
different salary offers

00:28:34.521 --> 00:28:35.622
across the country because

00:28:35.882 --> 00:28:36.903
there is a little bit more of that.

00:28:37.262 --> 00:28:39.924
I'll say it's not going to fully change.

00:28:39.944 --> 00:28:40.726
Like, I agree with Tony.

00:28:40.746 --> 00:28:41.326
It's not going to fully

00:28:41.346 --> 00:28:43.086
change a physical therapist

00:28:43.327 --> 00:28:45.048
behavior and what they're delivering.

00:28:45.469 --> 00:28:48.660
But there is a little bit more of like,

00:28:49.041 --> 00:28:50.165
I need to be paid because I

00:28:50.185 --> 00:28:50.969
have all the student loan

00:28:50.989 --> 00:28:51.631
debt or whatever.

00:28:52.557 --> 00:28:53.737
But do you hear that when... Okay,

00:28:53.777 --> 00:28:55.198
so I'm in those Facebook groups too.

00:28:56.178 --> 00:28:58.019
Now look for this and see if you see it.

00:28:58.058 --> 00:28:58.999
Like the red Jeep theory.

00:28:59.038 --> 00:28:59.939
Now all you're going to see it.

00:29:00.459 --> 00:29:01.538
They're asking if they're

00:29:01.559 --> 00:29:03.119
being paid fairly.

00:29:03.599 --> 00:29:03.819
Yeah.

00:29:04.240 --> 00:29:06.040
I'm this person in this setting,

00:29:06.080 --> 00:29:07.040
in this location.

00:29:07.641 --> 00:29:09.261
Is this fair?

00:29:09.501 --> 00:29:11.362
The funny part is they just

00:29:11.402 --> 00:29:12.102
want to make sure they're

00:29:12.122 --> 00:29:12.803
not getting... They're not

00:29:12.843 --> 00:29:13.843
on the bottom third.

00:29:13.942 --> 00:29:16.284
Like am I in the middle, right?

00:29:16.483 --> 00:29:17.144
Which is fine.

00:29:17.183 --> 00:29:18.124
Like I totally understand

00:29:18.144 --> 00:29:19.324
that and you should be doing that.

00:29:19.544 --> 00:29:20.845
But yeah, motivation by money...

00:29:21.545 --> 00:29:22.486
you know get get the

00:29:22.705 --> 00:29:24.126
increase your average plan

00:29:24.146 --> 00:29:25.366
of you know visits per per

00:29:25.406 --> 00:29:26.587
plan of care by fifty

00:29:26.627 --> 00:29:27.528
percent and that person

00:29:27.548 --> 00:29:28.388
will get a thousand dollars

00:29:28.409 --> 00:29:30.069
this month I don't see

00:29:30.109 --> 00:29:31.570
people jumping at that it's

00:29:32.092 --> 00:29:34.593
it's not in their nature so

00:29:34.613 --> 00:29:35.814
let's take that idea to

00:29:35.973 --> 00:29:38.455
asking for referrals dave what you got

00:29:39.692 --> 00:29:41.193
Yes, so yesterday,

00:29:41.273 --> 00:29:42.934
to continue on the

00:29:42.994 --> 00:29:44.435
Concierge Pain Relief video

00:29:44.476 --> 00:29:45.576
content creation,

00:29:46.217 --> 00:29:48.138
I crashed a visit with one

00:29:48.159 --> 00:29:49.839
of my longtime clients who

00:29:50.200 --> 00:29:51.580
is now being treated by my therapist,

00:29:51.621 --> 00:29:52.300
Poris Mehta.

00:29:53.422 --> 00:29:53.903
It was awesome.

00:29:53.962 --> 00:29:54.623
I took a whole bunch of

00:29:54.643 --> 00:29:56.743
videos in the client's apartment,

00:29:56.845 --> 00:29:58.586
in the hallway, with the doorman,

00:29:59.405 --> 00:30:00.586
walking on Park Ave,

00:30:00.626 --> 00:30:01.788
walking in Central Park,

00:30:01.867 --> 00:30:03.788
looking over the Jacqueline

00:30:03.969 --> 00:30:05.009
Onassis Reservoir,

00:30:05.029 --> 00:30:06.750
which is up in the upper

00:30:06.790 --> 00:30:07.991
part of Central Park.

00:30:08.311 --> 00:30:09.855
Central Park that Jimmy's familiar with.

00:30:10.516 --> 00:30:12.859
And we did a whole bunch of videos.

00:30:13.681 --> 00:30:18.087
And then leading up to the encounter,

00:30:18.127 --> 00:30:18.769
like the day before,

00:30:18.788 --> 00:30:19.450
a couple of days before,

00:30:19.490 --> 00:30:20.771
I was saying to my therapist, I'm like,

00:30:20.791 --> 00:30:20.951
hey,

00:30:22.013 --> 00:30:23.854
I said, of course, I was like, um, this,

00:30:23.973 --> 00:30:24.173
you know,

00:30:24.213 --> 00:30:25.174
this client has been with us for

00:30:25.214 --> 00:30:28.095
like a year or more and like,

00:30:28.115 --> 00:30:29.355
they haven't referred anyone to us.

00:30:29.434 --> 00:30:31.435
I said, I, you know, I'm like,

00:30:31.655 --> 00:30:33.736
I'm going to show you how

00:30:33.796 --> 00:30:35.395
to indirectly and directly

00:30:35.557 --> 00:30:37.436
ask this patient for referrals.

00:30:37.457 --> 00:30:38.497
I'm going to do it right in front of you.

00:30:38.817 --> 00:30:39.477
And we're going to touch on

00:30:39.497 --> 00:30:40.017
it multiple times.

00:30:40.037 --> 00:30:41.298
Now, of course we talked about, I mean,

00:30:41.317 --> 00:30:42.198
the visit was like over an

00:30:42.238 --> 00:30:43.897
hour because we took our

00:30:43.938 --> 00:30:44.817
time walking in the park.

00:30:45.038 --> 00:30:45.718
Um,

00:30:45.817 --> 00:30:47.159
and he did some balance drills and

00:30:47.199 --> 00:30:48.159
stuff in central park, but

00:30:49.078 --> 00:30:50.743
indirectly here and there,

00:30:50.844 --> 00:30:51.525
whether we were talking

00:30:51.546 --> 00:30:53.048
about baseball and the

00:30:53.068 --> 00:30:53.891
Yankees and different

00:30:53.931 --> 00:30:54.712
topics and all that.

00:30:55.074 --> 00:30:55.935
But I would pick little

00:30:56.037 --> 00:30:58.182
parts to mention because he's

00:30:59.304 --> 00:31:00.223
going back into the office,

00:31:00.243 --> 00:31:01.484
he's clearing out old boxes.

00:31:01.525 --> 00:31:02.986
He's kind of like retired,

00:31:03.006 --> 00:31:05.207
semi-retired from a big M&A law firm.

00:31:06.227 --> 00:31:09.429
And so I was asking directly

00:31:09.449 --> 00:31:10.630
and indirectly for referrals.

00:31:10.670 --> 00:31:11.470
I said, hey,

00:31:11.990 --> 00:31:12.971
who might you know that would

00:31:12.990 --> 00:31:14.191
benefit from our services

00:31:14.211 --> 00:31:15.291
the way that you've benefited from them?

00:31:15.771 --> 00:31:16.673
And I think it's important

00:31:16.692 --> 00:31:18.814
sometimes to just show other therapists,

00:31:19.233 --> 00:31:21.015
I didn't get that part recorded, but

00:31:21.914 --> 00:31:23.316
I was kind of nicely hinting

00:31:23.355 --> 00:31:24.135
at it but then I was also

00:31:24.195 --> 00:31:26.436
directly asking right next

00:31:26.458 --> 00:31:27.557
to the page you know right

00:31:27.577 --> 00:31:28.419
to the patient and my

00:31:28.439 --> 00:31:29.278
therapist was right there

00:31:31.440 --> 00:31:32.740
clients like oh absolutely

00:31:32.760 --> 00:31:33.621
I'll keep you in mind for

00:31:33.661 --> 00:31:34.442
colleagues and friends and

00:31:34.461 --> 00:31:35.142
neighbors and absolutely

00:31:35.201 --> 00:31:36.123
anyone that you know needs

00:31:36.163 --> 00:31:38.523
it whatever absolutely um

00:31:38.604 --> 00:31:39.644
and then after the after

00:31:39.663 --> 00:31:40.904
the visit my therapist says

00:31:40.924 --> 00:31:42.226
you know I've said things

00:31:42.266 --> 00:31:43.086
like that to him like

00:31:43.145 --> 00:31:44.287
twenty twenty five times

00:31:44.846 --> 00:31:45.548
and I go what do you mean

00:31:46.428 --> 00:31:47.208
He's like, yeah,

00:31:47.327 --> 00:31:49.628
I've asked for referrals different ways,

00:31:49.669 --> 00:31:51.430
and I try to mention that,

00:31:51.490 --> 00:31:53.871
and it just hasn't happened.

00:31:54.171 --> 00:31:55.132
I go, okay, interesting.

00:31:55.152 --> 00:31:56.511
I go, what do you think that is?

00:31:56.952 --> 00:31:58.993
We talked about it, and he said, well,

00:31:59.233 --> 00:32:00.973
this type of a patient client,

00:32:01.694 --> 00:32:03.476
they kind of talk about themselves a lot.

00:32:03.556 --> 00:32:04.076
I don't know.

00:32:04.115 --> 00:32:04.895
Maybe that's something for

00:32:04.915 --> 00:32:06.596
us to talk about where do

00:32:06.656 --> 00:32:09.908
people – are there certain –

00:32:09.438 --> 00:32:10.118
psychographics,

00:32:10.138 --> 00:32:10.819
are there certain

00:32:11.641 --> 00:32:13.083
personality traits that

00:32:13.222 --> 00:32:14.424
result in someone referring

00:32:14.825 --> 00:32:16.586
more for local services

00:32:16.968 --> 00:32:18.189
compared to other folks?

00:32:18.209 --> 00:32:18.990
I don't know.

00:32:19.070 --> 00:32:20.592
That's maybe a topic we can discuss.

00:32:21.493 --> 00:32:22.974
But then the funny the funny thing is,

00:32:23.056 --> 00:32:25.278
is the wife of this patient

00:32:26.201 --> 00:32:27.541
I cannot believe this

00:32:27.561 --> 00:32:28.722
happened the wife of the

00:32:28.762 --> 00:32:29.784
patient who I just met

00:32:29.844 --> 00:32:30.723
yesterday met up with

00:32:30.763 --> 00:32:33.926
yesterday at a.m today

00:32:34.586 --> 00:32:36.429
emailed me the very first

00:32:37.028 --> 00:32:38.951
referral when I was just

00:32:38.971 --> 00:32:39.931
there yet I have not seen

00:32:39.951 --> 00:32:42.673
this patient in six or

00:32:42.732 --> 00:32:43.594
eight months or something

00:32:43.634 --> 00:32:44.355
porus has been treating

00:32:44.375 --> 00:32:45.015
this patient this whole

00:32:45.055 --> 00:32:46.476
time I don't know if it's a

00:32:46.516 --> 00:32:47.916
coincidence but all of a

00:32:47.957 --> 00:32:49.759
sudden they referred someone to us

00:32:51.221 --> 00:32:52.122
Sometimes you just gotta

00:32:52.142 --> 00:32:53.061
remind yourself out there

00:32:53.082 --> 00:32:53.903
if you have a practice,

00:32:54.544 --> 00:32:55.023
if you're not getting

00:32:55.084 --> 00:32:56.105
referrals from therapists,

00:32:56.305 --> 00:32:57.266
maybe they need to hear you

00:32:57.286 --> 00:32:57.986
and see you do it.

00:32:58.226 --> 00:32:59.166
Maybe you need to touch base

00:32:59.186 --> 00:33:00.167
with the patients and clients.

00:33:00.188 --> 00:33:01.348
Maybe you need to do a

00:33:01.388 --> 00:33:02.249
telehealth call if you're

00:33:02.288 --> 00:33:03.829
mobile or you have to do

00:33:03.869 --> 00:33:05.230
something in the clinic or something.

00:33:06.932 --> 00:33:08.193
Maybe my therapist is right

00:33:08.354 --> 00:33:09.213
and maybe I'm a little bit

00:33:09.253 --> 00:33:10.674
right where it was just a

00:33:10.714 --> 00:33:11.576
coincidence and now they're

00:33:11.596 --> 00:33:12.576
referring someone to me for

00:33:12.596 --> 00:33:13.436
the very first time.

00:33:14.258 --> 00:33:14.678
I don't know.

00:33:14.698 --> 00:33:16.078
What do you guys think?

00:33:16.118 --> 00:33:17.200
I think it's locks and keys.

00:33:18.480 --> 00:33:19.602
The right way of asking

00:33:19.642 --> 00:33:20.863
someone for a referral is

00:33:21.002 --> 00:33:22.124
going to work on one person

00:33:22.183 --> 00:33:24.066
and not work on another and vice versa.

00:33:25.207 --> 00:33:26.508
How would you train someone up?

00:33:26.688 --> 00:33:27.989
If you had a brand new PT,

00:33:28.009 --> 00:33:30.329
they're pure as the driven snow,

00:33:30.891 --> 00:33:32.011
how would you give them

00:33:32.051 --> 00:33:33.393
opportunities to say that?

00:33:33.432 --> 00:33:35.994
For me, I like the straightforward

00:33:36.575 --> 00:33:37.415
and indirect.

00:33:37.615 --> 00:33:38.936
That sounds confusing, but I say,

00:33:39.478 --> 00:33:41.019
is there one person that

00:33:41.038 --> 00:33:42.359
you could think of that you

00:33:42.380 --> 00:33:43.740
think something like this would benefit?

00:33:44.040 --> 00:33:45.082
So that's straightforward,

00:33:45.561 --> 00:33:47.644
but also a little bit open-ended.

00:33:47.663 --> 00:33:49.625
So straightforward and not indirect,

00:33:49.644 --> 00:33:52.027
but direct, but also open-ended.

00:33:52.047 --> 00:33:52.287
For me,

00:33:52.307 --> 00:33:54.088
it opens the door because it

00:33:54.108 --> 00:33:55.509
doesn't force them into that.

00:33:55.829 --> 00:33:56.770
But is there someone,

00:33:56.891 --> 00:33:57.672
you're telling me you can't

00:33:57.692 --> 00:33:58.592
think of one person,

00:33:58.913 --> 00:33:59.913
one person that would also

00:33:59.952 --> 00:34:01.413
benefit for this,

00:34:01.555 --> 00:34:02.855
but you're not doing it in their face.

00:34:04.457 --> 00:34:04.576
Tony,

00:34:04.596 --> 00:34:05.438
what have you seen as better

00:34:05.478 --> 00:34:06.617
strategies for doing that?

00:34:07.298 --> 00:34:10.018
So my wife got really mad at

00:34:10.039 --> 00:34:11.418
me this weekend because we

00:34:11.438 --> 00:34:12.659
were talking about our kids.

00:34:12.679 --> 00:34:14.199
We were talking about personalities.

00:34:14.219 --> 00:34:14.760
And I was like,

00:34:15.221 --> 00:34:16.820
you realize they just come that way.

00:34:17.661 --> 00:34:19.242
And I always say this.

00:34:19.262 --> 00:34:19.842
I'm like,

00:34:20.521 --> 00:34:24.143
if we would have had one of our

00:34:24.204 --> 00:34:25.083
boys first,

00:34:25.603 --> 00:34:26.423
we would have thought we were

00:34:26.543 --> 00:34:28.925
experts on parenting and raising kids.

00:34:28.945 --> 00:34:30.045
And we would have written a book.

00:34:30.065 --> 00:34:31.425
And we would have self-published it.

00:34:31.925 --> 00:34:33.347
If we had a different one of

00:34:33.427 --> 00:34:34.829
our boys born first,

00:34:34.949 --> 00:34:35.670
we would have thought we

00:34:35.710 --> 00:34:36.990
were the worst parents in the world.

00:34:37.050 --> 00:34:39.152
Like this is just, you know,

00:34:39.492 --> 00:34:41.474
now I tend to be very like,

00:34:41.855 --> 00:34:44.217
I don't know if the words existential.

00:34:44.297 --> 00:34:45.639
I remember reading, you know,

00:34:45.739 --> 00:34:46.780
existentialism.

00:34:46.820 --> 00:34:47.340
And I was like,

00:34:47.380 --> 00:34:48.501
it doesn't matter what you do.

00:34:48.581 --> 00:34:49.603
The universe is going to do

00:34:49.623 --> 00:34:50.684
what the universe is going to do.

00:34:51.465 --> 00:34:52.947
This is a similar situation.

00:34:53.748 --> 00:34:55.170
I think if you find what

00:34:55.250 --> 00:34:57.932
works for the therapist,

00:34:58.914 --> 00:35:00.637
I could never say what Jimmy just said.

00:35:00.856 --> 00:35:02.940
I would feel dirty and disgusting.

00:35:04.141 --> 00:35:05.643
To me, it's like, hey,

00:35:05.762 --> 00:35:06.623
how's your husband doing?

00:35:06.945 --> 00:35:07.565
Oh, yeah?

00:35:07.965 --> 00:35:10.027
He looks like he's limping around like...

00:35:11.028 --> 00:35:12.710
I know he doesn't want to do therapy,

00:35:12.791 --> 00:35:15.413
but if he just wants to ask me a question,

00:35:15.452 --> 00:35:16.873
I'm happy to answer it.

00:35:17.014 --> 00:35:17.614
No ties.

00:35:17.655 --> 00:35:19.356
I'm not going to make him do it.

00:35:20.916 --> 00:35:21.858
And even yesterday,

00:35:22.277 --> 00:35:24.059
I'm in the dental hygienist chair.

00:35:24.599 --> 00:35:25.701
I'm getting my teeth cleaned.

00:35:25.721 --> 00:35:26.742
They always ask a million

00:35:26.782 --> 00:35:27.842
questions while they're

00:35:28.282 --> 00:35:29.083
cleaning your teeth.

00:35:29.463 --> 00:35:30.824
How have they not learned?

00:35:31.346 --> 00:35:33.686
They just talk or don't talk, whatever.

00:35:34.527 --> 00:35:36.068
He asked me about his sciatica.

00:35:36.407 --> 00:35:37.688
And I'm like, hey, you know,

00:35:37.909 --> 00:35:38.548
here's the deal.

00:35:38.989 --> 00:35:39.568
Are you doing this?

00:35:39.588 --> 00:35:40.088
You're doing this.

00:35:40.108 --> 00:35:40.688
You're doing this.

00:35:40.728 --> 00:35:41.608
He's like, yeah, yeah, yeah, yeah.

00:35:41.989 --> 00:35:43.230
I'm like, you're good.

00:35:43.269 --> 00:35:44.610
There's nothing else that I

00:35:44.630 --> 00:35:45.429
could tell you.

00:35:45.969 --> 00:35:46.670
Deal with it.

00:35:46.831 --> 00:35:47.831
It's going to go away.

00:35:48.731 --> 00:35:50.751
Nothing anybody else tells you matters.

00:35:51.251 --> 00:35:52.052
But, you know,

00:35:52.251 --> 00:35:54.431
if I really believe that I

00:35:54.472 --> 00:35:55.952
had the secret cure to his

00:35:56.012 --> 00:35:57.313
sciatica and I believed it

00:35:57.353 --> 00:35:58.112
deep in my heart.

00:35:58.753 --> 00:36:00.514
I would have converted him into a client.

00:36:00.554 --> 00:36:01.556
He would have come to me for

00:36:01.597 --> 00:36:02.398
physical therapy.

00:36:02.878 --> 00:36:04.519
But because I don't believe

00:36:04.559 --> 00:36:06.322
there's a cure to his sciatica,

00:36:06.682 --> 00:36:08.804
he's already eating well, exercising,

00:36:08.864 --> 00:36:10.567
doing all the stuff he's supposed to do.

00:36:11.208 --> 00:36:12.268
I'm never going to convert

00:36:12.309 --> 00:36:13.351
him into a patient.

00:36:13.670 --> 00:36:15.193
You have to have that deep

00:36:15.213 --> 00:36:16.094
held of a belief,

00:36:16.114 --> 00:36:17.335
whether it's real or fake,

00:36:17.375 --> 00:36:17.956
doesn't matter.

00:36:18.836 --> 00:36:20.938
It has to be genuine and it

00:36:20.978 --> 00:36:22.981
has to kind of be in line

00:36:23.021 --> 00:36:24.521
with your personality type.

00:36:24.661 --> 00:36:25.922
I am always going to tell

00:36:25.983 --> 00:36:27.744
people you probably don't need anything.

00:36:28.125 --> 00:36:29.286
Just give it a little time.

00:36:29.346 --> 00:36:30.387
Just move a little more.

00:36:30.447 --> 00:36:31.286
Just exercise.

00:36:31.367 --> 00:36:32.047
Eat a little better.

00:36:32.128 --> 00:36:32.969
Sleep a little better.

00:36:33.628 --> 00:36:34.929
That's my solution to every.

00:36:35.371 --> 00:36:37.152
And that's probably why I'm

00:36:37.211 --> 00:36:38.413
not as aggressive,

00:36:38.472 --> 00:36:39.393
like promoting the

00:36:39.454 --> 00:36:40.775
profession and fighting for

00:36:40.815 --> 00:36:42.777
our rights and doing all of those things,

00:36:43.177 --> 00:36:44.739
because I really think most of it.

00:36:45.338 --> 00:36:47.380
Placebo at best, you know,

00:36:47.559 --> 00:36:49.860
even exercise has a massive

00:36:49.880 --> 00:36:51.161
placebo benefit.

00:36:52.382 --> 00:36:54.264
I just don't I don't have

00:36:54.324 --> 00:36:55.623
that kind of conviction

00:36:55.664 --> 00:36:56.764
that would cause somebody

00:36:56.804 --> 00:36:57.704
to pull three hundred and

00:36:57.724 --> 00:36:58.985
fifty dollars out of their pocket.

00:37:01.146 --> 00:37:02.487
I think to answer Jimmy's

00:37:02.507 --> 00:37:04.088
question around how else

00:37:04.108 --> 00:37:05.630
could you help staff with this,

00:37:06.030 --> 00:37:06.931
simply role play.

00:37:07.030 --> 00:37:08.271
So what I did is I used

00:37:08.291 --> 00:37:10.514
ChatGPT yesterday and I

00:37:10.554 --> 00:37:11.534
prompted it to say,

00:37:11.994 --> 00:37:13.916
give me a list of twenty

00:37:13.956 --> 00:37:16.318
questions for my concierge

00:37:16.338 --> 00:37:18.639
payment relief practice on

00:37:18.719 --> 00:37:20.221
how to ask for referrals,

00:37:20.280 --> 00:37:22.222
such as statements or

00:37:22.262 --> 00:37:23.844
questions like the biggest

00:37:23.864 --> 00:37:24.864
compliment that you can

00:37:24.885 --> 00:37:27.146
give us is referring us to

00:37:27.226 --> 00:37:28.487
a friend or family, something like that.

00:37:28.807 --> 00:37:29.588
I feel like you're doing that.

00:37:30.751 --> 00:37:31.090
Well, I mean,

00:37:31.751 --> 00:37:33.492
there's like Ron Miller has

00:37:33.512 --> 00:37:34.614
that sign in his practice

00:37:34.693 --> 00:37:35.954
and they are like wildly

00:37:35.974 --> 00:37:37.615
successful with- A sign is fine.

00:37:38.197 --> 00:37:39.498
I don't think I could say that out loud.

00:37:40.407 --> 00:37:42.768
Yeah, no, it's something that's unique.

00:37:43.708 --> 00:37:44.088
So anyway,

00:37:44.389 --> 00:37:45.650
I got a whole bunch of questions like,

00:37:45.789 --> 00:37:48.251
you know, before we wrap up today,

00:37:48.291 --> 00:37:49.831
who's the first person that

00:37:49.851 --> 00:37:51.092
comes to mind who needs

00:37:51.132 --> 00:37:51.813
this level of care?

00:37:51.873 --> 00:37:53.273
Now that's super direct.

00:37:54.153 --> 00:37:56.255
Or like something kind of Tony said, like,

00:37:56.394 --> 00:37:56.655
you know,

00:37:56.715 --> 00:37:57.556
if someone you care about was

00:37:57.576 --> 00:37:59.235
dealing with any, this type of pain,

00:37:59.255 --> 00:37:59.436
you know,

00:38:00.956 --> 00:38:01.998
who would you send them or would

00:38:02.018 --> 00:38:02.757
you send them to us?

00:38:02.797 --> 00:38:04.278
Or what would you say to them or whatever?

00:38:04.298 --> 00:38:05.659
So there's a bunch of

00:38:05.679 --> 00:38:07.900
different ways to even use ChatGPT to,

00:38:08.601 --> 00:38:09.061
And I said,

00:38:09.922 --> 00:38:12.143
give me these twenty questions

00:38:13.186 --> 00:38:19.231
using Alex Hormozy's Sales

00:38:20.291 --> 00:38:21.574
Psychology and Robert

00:38:21.594 --> 00:38:24.476
Cialdini's style of

00:38:24.516 --> 00:38:26.579
questioning from Persuasive

00:38:26.599 --> 00:38:28.599
Psychology and his book, Persuasion.

00:38:29.201 --> 00:38:29.862
So I got a bunch of

00:38:29.902 --> 00:38:31.523
questions and these types of things.

00:38:32.423 --> 00:38:33.204
they should also be

00:38:33.565 --> 00:38:34.547
automated like they could

00:38:34.567 --> 00:38:35.369
be text and email

00:38:35.469 --> 00:38:37.652
automation it could be role

00:38:37.672 --> 00:38:38.512
playing with your therapist

00:38:38.532 --> 00:38:39.355
so that your therapists are

00:38:39.414 --> 00:38:41.016
actually saying it and

00:38:41.077 --> 00:38:42.219
finding a question that

00:38:42.418 --> 00:38:43.340
they like that resonates

00:38:43.360 --> 00:38:44.081
with them where they don't

00:38:44.101 --> 00:38:44.963
feel icky because if they

00:38:44.983 --> 00:38:45.965
feel icky they're not going

00:38:45.985 --> 00:38:46.485
to do it at all

00:38:47.923 --> 00:38:49.603
I think that's the thing finding,

00:38:49.965 --> 00:38:50.965
I love role-playing.

00:38:51.125 --> 00:38:51.945
I think that's a hundred

00:38:51.985 --> 00:38:53.425
percent what needs to happen.

00:38:53.465 --> 00:38:54.405
And if I'm trying to get

00:38:54.445 --> 00:38:56.186
someone on the team to sell more,

00:38:57.065 --> 00:38:58.427
I role play with them,

00:38:58.507 --> 00:39:00.606
figure out where they're like,

00:39:00.746 --> 00:39:01.847
where they're comfortable,

00:39:01.947 --> 00:39:03.248
what makes sense to them.

00:39:03.367 --> 00:39:03.608
You know,

00:39:03.628 --> 00:39:05.528
they're clearly passionate about

00:39:05.568 --> 00:39:06.268
what they're doing.

00:39:06.889 --> 00:39:08.831
And then go down that road.

00:39:08.971 --> 00:39:10.992
I don't think we can go from

00:39:11.333 --> 00:39:12.213
here's the strategy.

00:39:12.253 --> 00:39:13.675
I want you to use this tactic.

00:39:14.215 --> 00:39:15.918
It's let me figure out

00:39:16.097 --> 00:39:17.119
what's going to resonate

00:39:17.159 --> 00:39:18.400
with you personally,

00:39:18.420 --> 00:39:19.840
what's going to make you feel good.

00:39:20.461 --> 00:39:22.623
And then let's pick the framework,

00:39:22.643 --> 00:39:23.684
the strategy that works

00:39:23.724 --> 00:39:25.746
with that individual's personality.

00:39:26.655 --> 00:39:28.697
Yeah, lock and key.

00:39:28.777 --> 00:39:29.597
And it's trial and error.

00:39:29.617 --> 00:39:30.338
It's figuring it out.

00:39:30.418 --> 00:39:31.519
It's reading the room and trying.

00:39:32.099 --> 00:39:33.121
Just to circle back on a

00:39:33.181 --> 00:39:34.242
minute or two about Tony,

00:39:35.862 --> 00:39:36.782
I think the audience would

00:39:36.802 --> 00:39:38.083
want me to push back on the

00:39:38.103 --> 00:39:39.425
thing of the sciatica.

00:39:39.865 --> 00:39:40.126
I mean,

00:39:41.266 --> 00:39:42.447
the thing that's worked well for us

00:39:42.507 --> 00:39:43.568
is the Total Motion Relief

00:39:43.588 --> 00:39:44.588
stuff with Tom DeLonzo

00:39:44.628 --> 00:39:46.150
Baker and Dean Volk that does it.

00:39:46.590 --> 00:39:48.092
And Dean's got, I don't know,

00:39:48.211 --> 00:39:50.793
dozens or hundreds or however many crazy

00:39:51.414 --> 00:39:52.673
positive case studies from

00:39:52.733 --> 00:39:53.614
folks that he's helped over

00:39:53.673 --> 00:39:55.335
telehealth because of the

00:39:55.614 --> 00:39:56.534
one-sided movement,

00:39:56.934 --> 00:39:57.815
basically repeated

00:39:57.855 --> 00:39:59.916
movements to a good side, a good leg,

00:39:59.936 --> 00:40:01.456
a good trunk rotation twist.

00:40:02.036 --> 00:40:03.556
And it really, it does work well.

00:40:03.577 --> 00:40:04.416
Like in the beginning,

00:40:04.436 --> 00:40:05.317
when you're kind of learning it,

00:40:05.436 --> 00:40:06.217
it's like, I don't know,

00:40:06.237 --> 00:40:07.016
this doesn't really work.

00:40:07.036 --> 00:40:08.637
And I feel dumb telling a

00:40:08.697 --> 00:40:09.557
patient or client to

00:40:09.737 --> 00:40:11.677
exercise or move the uninvolved side,

00:40:11.697 --> 00:40:12.478
the pain-free side,

00:40:12.498 --> 00:40:13.798
because in school we're

00:40:13.818 --> 00:40:16.199
taught about stretching the painful leg,

00:40:16.219 --> 00:40:17.599
the leg with sciatica,

00:40:17.619 --> 00:40:18.519
we're taught to stretch and

00:40:18.599 --> 00:40:19.800
mobilize and move that leg.

00:40:20.679 --> 00:40:23.001
And so I believe in that.

00:40:23.260 --> 00:40:24.420
I teach my therapist that.

00:40:24.940 --> 00:40:26.601
And yeah, that's just another component,

00:40:26.641 --> 00:40:26.840
Tony,

00:40:26.880 --> 00:40:29.521
is like what type of level of belief

00:40:29.541 --> 00:40:30.521
that we have of like,

00:40:30.601 --> 00:40:32.461
are we actually affecting things?

00:40:32.762 --> 00:40:33.702
Are we using the STEM pod

00:40:33.722 --> 00:40:34.782
that beeps out loud as

00:40:34.882 --> 00:40:36.123
there's a little bit of that, you know,

00:40:36.302 --> 00:40:38.824
medical or therapeutic

00:40:38.844 --> 00:40:40.523
theater or medical medicine, you know,

00:40:40.583 --> 00:40:41.264
theater of medicine,

00:40:41.284 --> 00:40:41.923
whatever you call it.

00:40:41.943 --> 00:40:43.065
So anyway,

00:40:43.465 --> 00:40:44.744
I think all these components are

00:40:44.764 --> 00:40:45.085
part of it.

00:40:45.635 --> 00:40:46.876
You're right.

00:40:46.896 --> 00:40:47.755
I've said it before.

00:40:48.016 --> 00:40:50.157
I had a therapist who worked for me,

00:40:50.516 --> 00:40:52.038
very successful therapist.

00:40:52.057 --> 00:40:52.998
His patients loved him.

00:40:53.039 --> 00:40:54.039
We still have patients

00:40:54.059 --> 00:40:55.519
coming back asking for him.

00:40:56.559 --> 00:40:57.880
I paid for him to go through

00:40:57.920 --> 00:40:58.740
Tom's program.

00:40:58.820 --> 00:41:00.621
I paid for him to do Total Motion.

00:41:00.961 --> 00:41:02.322
We know Charlie Johnson does

00:41:02.362 --> 00:41:05.043
an amazing job, all online, all virtual.

00:41:05.565 --> 00:41:05.744
I mean,

00:41:05.764 --> 00:41:07.525
you go back to like MDT and

00:41:07.905 --> 00:41:09.005
McKenzie and all of these

00:41:09.045 --> 00:41:09.867
different things.

00:41:10.626 --> 00:41:11.728
It still, though,

00:41:11.788 --> 00:41:14.289
I think boils down to does

00:41:14.329 --> 00:41:15.528
the therapist really

00:41:15.588 --> 00:41:17.630
believe as passionately as

00:41:17.670 --> 00:41:19.630
they need to that the intervention works?

00:41:20.092 --> 00:41:22.512
Because I can do exactly the same thing,

00:41:22.773 --> 00:41:24.132
but I don't have the belief

00:41:24.353 --> 00:41:26.715
and I don't get the results, you know.

00:41:26.795 --> 00:41:30.335
And so but I don't know.

00:41:30.376 --> 00:41:32.157
I don't know that I want to

00:41:32.197 --> 00:41:34.518
convince somebody to follow

00:41:34.657 --> 00:41:35.518
one way or another.

00:41:35.599 --> 00:41:36.938
It's just that that's what

00:41:36.978 --> 00:41:37.900
I've seen in the clinic.

00:41:38.427 --> 00:41:39.106
That's the reason I had a

00:41:39.126 --> 00:41:40.068
problem being in the clinic.

00:41:40.967 --> 00:41:42.088
I wanted the answer,

00:41:42.728 --> 00:41:44.528
and there wasn't the answer.

00:41:44.789 --> 00:41:47.030
And I had a real problem

00:41:47.070 --> 00:41:48.550
selling the thing that I wasn't sure.

00:41:48.811 --> 00:41:50.411
I didn't want to do it.

00:41:51.072 --> 00:41:52.612
That's, I think, why I wound up in Peds.

00:41:52.813 --> 00:41:54.233
I talked to Amy,

00:41:54.313 --> 00:41:55.193
who was my mentor in

00:41:55.233 --> 00:41:56.353
pediatrics for a year.

00:41:56.753 --> 00:41:57.114
And I'm like,

00:41:57.134 --> 00:41:58.614
what do I need to be good at Peds?

00:41:58.635 --> 00:42:00.436
She was like, you want to have fun,

00:42:00.795 --> 00:42:01.856
do stuff, get on the move.

00:42:01.896 --> 00:42:03.516
And I was like, check, check, check.

00:42:03.556 --> 00:42:04.476
I could do that all day.

00:42:06.237 --> 00:42:07.938
But that's difficult, I think.

00:42:08.378 --> 00:42:09.400
That's a problem for some

00:42:09.440 --> 00:42:10.579
people because you go

00:42:10.619 --> 00:42:11.641
through school where there

00:42:11.721 --> 00:42:13.001
always is the answer.

00:42:13.641 --> 00:42:14.503
And then the closer you get

00:42:14.523 --> 00:42:15.943
to graduation and PT schools,

00:42:16.023 --> 00:42:16.784
everything becomes it

00:42:16.804 --> 00:42:17.923
depends and ambiguous.

00:42:18.344 --> 00:42:18.724
And it's like,

00:42:18.784 --> 00:42:20.306
you got to be okay with that change.

00:42:20.346 --> 00:42:24.228
And I don't think I was.

00:42:24.427 --> 00:42:24.507
Yeah.

00:42:24.527 --> 00:42:25.528
Someone thinks sciatica is a

00:42:25.568 --> 00:42:26.708
headache in the ass.

00:42:27.309 --> 00:42:28.269
I don't know if that is.

00:42:28.329 --> 00:42:29.130
Of course, there's a week.

00:42:29.891 --> 00:42:30.971
I have never heard of

00:42:31.030 --> 00:42:33.032
sciatica as a headache in the ass.

00:42:33.072 --> 00:42:35.313
Thank you for highlighting that, John.

00:42:36.480 --> 00:42:37.242
I love John.

00:42:37.262 --> 00:42:38.786
John does.

00:42:39.168 --> 00:42:40.190
He's down in Georgia.

00:42:41.284 --> 00:42:42.806
that's classic.

00:42:43.007 --> 00:42:43.407
Love that.

00:42:43.427 --> 00:42:43.606
Even done.

00:42:43.626 --> 00:42:45.168
TMR is certainly interesting.

00:42:45.248 --> 00:42:46.489
Seeing it help lots of patients.

00:42:46.510 --> 00:42:48.851
I had a patient yesterday, you know,

00:42:48.931 --> 00:42:51.574
young female, a mother of two.

00:42:52.875 --> 00:42:54.795
She was like clearly a

00:42:54.896 --> 00:42:56.818
successful power lifter.

00:42:57.318 --> 00:42:59.460
She was talking about wanting to, you know,

00:42:59.480 --> 00:43:00.701
get back to lifting and

00:43:00.800 --> 00:43:02.101
squatting and dead lifting

00:43:02.121 --> 00:43:04.123
and all this stuff had incredible PRS.

00:43:04.184 --> 00:43:06.865
Like I was just blown away and,

00:43:06.985 --> 00:43:09.148
She had had somebody tell her, you know,

00:43:09.208 --> 00:43:09.367
hey,

00:43:09.407 --> 00:43:11.650
you have a leg length discrepancy and

00:43:11.710 --> 00:43:13.630
she had had success with

00:43:14.030 --> 00:43:15.351
muscle energy techniques.

00:43:16.092 --> 00:43:17.193
And I told her right there,

00:43:17.253 --> 00:43:18.534
like very point blank.

00:43:18.594 --> 00:43:19.414
I said, look,

00:43:19.635 --> 00:43:22.418
I am not the therapist who is

00:43:22.498 --> 00:43:25.079
like going to sell you the manual,

00:43:25.159 --> 00:43:27.081
you know, muscle energy technique.

00:43:27.541 --> 00:43:29.023
I said, here's the deal.

00:43:29.483 --> 00:43:30.784
I've seen it work for people.

00:43:31.443 --> 00:43:32.704
I've seen them come in.

00:43:32.864 --> 00:43:34.806
I've seen them leave feeling

00:43:34.827 --> 00:43:35.708
a hundred percent better.

00:43:36.507 --> 00:43:37.949
I will do the best that I can do,

00:43:37.989 --> 00:43:38.849
and I will copy those

00:43:38.869 --> 00:43:40.010
strategies because that is

00:43:40.050 --> 00:43:41.150
what you come in telling me

00:43:41.170 --> 00:43:41.871
that you want.

00:43:42.251 --> 00:43:44.652
But I have to tell you in my heart,

00:43:45.132 --> 00:43:46.253
it makes no sense.

00:43:46.432 --> 00:43:48.094
I don't understand why this works.

00:43:48.153 --> 00:43:49.655
Why would this little push here,

00:43:49.715 --> 00:43:50.275
pull there?

00:43:50.916 --> 00:43:52.516
Why would you then not get

00:43:52.597 --> 00:43:53.577
up off the table,

00:43:53.677 --> 00:43:55.177
put any weight through a leg,

00:43:55.217 --> 00:43:56.079
and it throws everything

00:43:56.119 --> 00:43:56.838
back out of whack?

00:43:57.358 --> 00:43:58.000
But I said...

00:43:58.920 --> 00:44:00.141
That doesn't mean it didn't

00:44:00.360 --> 00:44:01.740
help a hundred other people.

00:44:02.101 --> 00:44:03.001
Doesn't mean I'm not going

00:44:03.021 --> 00:44:04.543
to do my best to help you

00:44:04.643 --> 00:44:05.543
right now today.

00:44:06.123 --> 00:44:07.704
But I just I need you to

00:44:07.784 --> 00:44:09.204
understand that I don't

00:44:09.244 --> 00:44:10.865
have the same kind of buy

00:44:10.905 --> 00:44:13.407
in that that previous therapist had.

00:44:13.746 --> 00:44:15.168
So let's see what we can do.

00:44:15.847 --> 00:44:17.068
And I mean,

00:44:17.329 --> 00:44:19.110
that probably destroyed any

00:44:19.170 --> 00:44:21.072
chance of anything I do

00:44:21.152 --> 00:44:22.532
working for that person.

00:44:23.114 --> 00:44:24.715
But I also had to be genuine

00:44:24.755 --> 00:44:25.695
with that person and say,

00:44:25.896 --> 00:44:27.217
I don't understand.

00:44:27.336 --> 00:44:27.956
I see it work.

00:44:28.016 --> 00:44:29.679
I don't understand why.

00:44:29.739 --> 00:44:30.980
Who cares, Tony?

00:44:32.481 --> 00:44:33.802
You could help these people

00:44:33.942 --> 00:44:35.983
conservatively as opposed to them.

00:44:36.164 --> 00:44:37.083
They're going to listen to

00:44:37.103 --> 00:44:37.925
you and they're going to be like,

00:44:37.945 --> 00:44:38.626
that guy is like...

00:44:39.286 --> 00:44:39.945
I don't know, weird.

00:44:39.965 --> 00:44:41.166
He's too honest.

00:44:42.047 --> 00:44:42.887
Is it a business?

00:44:42.947 --> 00:44:44.108
Is it a nonprofit?

00:44:44.168 --> 00:44:45.849
What is he doing?

00:44:45.909 --> 00:44:47.090
You could be helping people

00:44:47.170 --> 00:44:49.271
avoid pain pills and

00:44:49.311 --> 00:44:50.351
injections and all the crap

00:44:50.371 --> 00:44:51.713
that they actually don't need.

00:44:52.112 --> 00:44:53.173
And I'm not saying for you

00:44:53.193 --> 00:44:54.934
to sell snake oil and try

00:44:54.954 --> 00:44:56.635
to squeeze as much out of

00:44:56.655 --> 00:44:57.635
their wallet as possible.

00:44:57.675 --> 00:45:00.036
But I feel like you're being too... Jimmy,

00:45:00.396 --> 00:45:01.297
you got to support me on this.

00:45:01.418 --> 00:45:02.438
I feel like he's being too...

00:45:03.661 --> 00:45:05.083
I would say be honest.

00:45:05.342 --> 00:45:05.742
I don't know.

00:45:05.762 --> 00:45:06.784
We're like too honest.

00:45:06.824 --> 00:45:08.967
Like, I would say like,

00:45:09.007 --> 00:45:09.907
would you be okay with saying,

00:45:10.168 --> 00:45:11.528
let's get you in the clinic and let's,

00:45:11.710 --> 00:45:12.791
let's try a few things and

00:45:12.811 --> 00:45:13.731
we'll see which ones work.

00:45:13.751 --> 00:45:14.492
And then we'll double down

00:45:14.512 --> 00:45:15.253
on the ones that work.

00:45:15.273 --> 00:45:15.994
And then I'll teach you how

00:45:16.014 --> 00:45:16.934
to do it yourself and put

00:45:16.954 --> 00:45:18.135
you on your way.

00:45:18.155 --> 00:45:18.516
There we go.

00:45:19.197 --> 00:45:20.938
No, you're a hundred percent right.

00:45:21.438 --> 00:45:21.998
My kids,

00:45:22.679 --> 00:45:24.001
I think about the things that I

00:45:24.041 --> 00:45:25.161
tell my kids and I'm like,

00:45:25.661 --> 00:45:26.362
I don't think I need to

00:45:26.402 --> 00:45:27.983
tell my kids this today.

00:45:28.362 --> 00:45:29.643
They don't need to hear this.

00:45:29.682 --> 00:45:31.224
They don't need to know the background.

00:45:31.244 --> 00:45:31.623
You know,

00:45:32.704 --> 00:45:35.346
there is intentional disclosures

00:45:35.365 --> 00:45:36.367
that happen and don't

00:45:36.387 --> 00:45:37.547
happen for a reason.

00:45:38.007 --> 00:45:40.528
You guys are one million percent right.

00:45:43.451 --> 00:45:44.431
I it's a lesson that I

00:45:44.472 --> 00:45:45.713
clearly haven't learned in

00:45:45.773 --> 00:45:46.853
twenty five years.

00:45:47.594 --> 00:45:49.376
So we'll see what happens.

00:45:49.456 --> 00:45:51.077
Maybe tomorrow I'll figure it out.

00:45:51.717 --> 00:45:52.498
No, that's your way.

00:45:52.539 --> 00:45:54.141
And I mean, if that's your way, I say,

00:45:54.240 --> 00:45:56.563
I mean, I've gone from.

00:45:57.630 --> 00:45:59.072
Try to change people's ways

00:45:59.291 --> 00:46:03.094
to just realizing sort of like nudges,

00:46:03.494 --> 00:46:04.914
affirmations, suggestions.

00:46:04.994 --> 00:46:05.735
I make suggestions.

00:46:05.775 --> 00:46:06.817
You make decisions, really.

00:46:07.157 --> 00:46:08.498
If that's your way, don't change it.

00:46:09.518 --> 00:46:12.139
I think there are for other people there.

00:46:12.300 --> 00:46:12.500
I mean,

00:46:12.539 --> 00:46:13.960
that's how I would probably approach it.

00:46:14.400 --> 00:46:15.320
but I think it's to the

00:46:15.400 --> 00:46:16.902
detriment of the client.

00:46:17.242 --> 00:46:17.943
I really do.

00:46:18.182 --> 00:46:20.244
I think my actions, my ego,

00:46:20.304 --> 00:46:22.005
and I think it comes down to my ego,

00:46:22.666 --> 00:46:24.728
it makes me feel smart to

00:46:24.807 --> 00:46:26.789
downplay somebody else's success.

00:46:26.929 --> 00:46:27.869
I'm trying to do a little

00:46:27.929 --> 00:46:29.831
psychoanalysis on myself.

00:46:30.632 --> 00:46:32.092
I do think it's my ego that

00:46:32.134 --> 00:46:32.934
gets in the way.

00:46:33.295 --> 00:46:34.135
And I think it's to the

00:46:34.175 --> 00:46:35.356
detriment of the patient

00:46:35.376 --> 00:46:37.318
because like Dave said,

00:46:37.699 --> 00:46:38.679
the patient doesn't care.

00:46:38.719 --> 00:46:39.760
They want to feel better.

00:46:40.300 --> 00:46:41.322
If there's a chance that

00:46:41.362 --> 00:46:42.503
this will make them feel

00:46:42.543 --> 00:46:43.684
better and it's not making

00:46:43.744 --> 00:46:45.445
them financially dependent on me,

00:46:45.826 --> 00:46:46.927
it's not making me the

00:46:46.967 --> 00:46:50.150
healer and the guru and the shaman.

00:46:51.338 --> 00:46:53.722
I should shut my D a mouth

00:46:53.942 --> 00:46:55.563
and just do what needs to

00:46:55.603 --> 00:46:58.568
be done to make that person feel better.

00:46:58.588 --> 00:46:59.869
My ego gets in the way.

00:47:00.170 --> 00:47:00.510
No doubt.

00:47:00.590 --> 00:47:01.373
I think there's people on

00:47:01.393 --> 00:47:02.574
the other end of the spectrum too,

00:47:02.614 --> 00:47:03.556
who over promise.

00:47:03.596 --> 00:47:04.838
And I am the guru.

00:47:04.978 --> 00:47:05.559
I am the God.

00:47:05.599 --> 00:47:06.860
Everything I say, everything I do.

00:47:07.565 --> 00:47:08.766
works a hundred percent yeah

00:47:08.786 --> 00:47:09.606
where where's this where's

00:47:09.626 --> 00:47:10.327
the sweet spot because

00:47:10.347 --> 00:47:11.389
ensuring either side of the

00:47:11.429 --> 00:47:12.730
spectrum it's the middle

00:47:12.750 --> 00:47:13.750
it's always the middle man

00:47:13.989 --> 00:47:15.550
whenever it's not the cra

00:47:15.590 --> 00:47:16.811
it's not the crazy cairo on

00:47:16.891 --> 00:47:18.253
one side or tony what

00:47:18.293 --> 00:47:19.114
you're displaying on the

00:47:19.173 --> 00:47:20.514
other side it's somewhere

00:47:20.534 --> 00:47:22.496
in the middle it is I mean

00:47:22.655 --> 00:47:23.637
that's you know a

00:47:23.737 --> 00:47:25.197
semi-universal truth is the

00:47:25.257 --> 00:47:26.958
answer is probably so you

00:47:26.978 --> 00:47:28.619
should we use ai for

00:47:28.679 --> 00:47:30.400
everything or nothing I'm

00:47:30.420 --> 00:47:31.581
like probably some stuff

00:47:31.661 --> 00:47:32.782
probably not everything but

00:47:32.842 --> 00:47:34.344
some stuff and I think we

00:47:34.364 --> 00:47:35.525
get caught up in I need to

00:47:35.565 --> 00:47:36.905
convince you that this is the

00:47:37.905 --> 00:47:39.626
singular solution.

00:47:40.088 --> 00:47:41.268
Have you guys ever found a

00:47:41.588 --> 00:47:43.469
singular solution for anything?

00:47:43.610 --> 00:47:44.010
I haven't.

00:47:44.130 --> 00:47:45.552
There's not the singular.

00:47:45.692 --> 00:47:46.411
There's some things that

00:47:46.452 --> 00:47:47.293
work more than others.

00:47:47.672 --> 00:47:48.893
Some things that don't work at all.

00:47:49.273 --> 00:47:50.074
And there's a bunch of stuff

00:47:50.094 --> 00:47:50.414
in the middle.

00:47:51.367 --> 00:47:53.648
So let's if we have like ten more minutes,

00:47:53.728 --> 00:47:54.949
let's do a quick pivot.

00:47:55.048 --> 00:47:56.489
This kind of still ties in.

00:47:56.608 --> 00:47:57.809
You guys can decide.

00:47:58.429 --> 00:47:59.590
We could talk about neuro.

00:47:59.630 --> 00:48:00.409
We were talking about

00:48:00.510 --> 00:48:02.811
product sales in the private chat.

00:48:03.871 --> 00:48:05.110
I've got some interesting

00:48:05.150 --> 00:48:07.192
information and ideas about neuro gum.

00:48:07.532 --> 00:48:08.552
I actually want to try it.

00:48:08.652 --> 00:48:09.452
I've never had it.

00:48:09.632 --> 00:48:10.972
Zen patches and neuro gum.

00:48:10.992 --> 00:48:12.052
We talked about it earlier.

00:48:12.172 --> 00:48:13.152
It's a placebo, right?

00:48:14.096 --> 00:48:14.918
I don't think it is.

00:48:15.458 --> 00:48:15.719
I mean,

00:48:15.800 --> 00:48:17.483
I think it's like caffeine and

00:48:17.603 --> 00:48:19.427
neuro stuff.

00:48:19.748 --> 00:48:21.471
I think there's a physiologic effect.

00:48:22.289 --> 00:48:23.271
So they, hold on a second.

00:48:23.291 --> 00:48:25.172
So NeuroGum, I'm on NeuroGum.com.

00:48:25.231 --> 00:48:26.233
I'm sharing the screen here.

00:48:26.313 --> 00:48:26.893
It's showing that- A little

00:48:27.052 --> 00:48:28.414
quick backstory on this.

00:48:28.474 --> 00:48:29.175
And I don't know anything

00:48:29.215 --> 00:48:30.454
about the company or the brand,

00:48:30.474 --> 00:48:32.936
but they originally were on Shark Tank.

00:48:33.436 --> 00:48:35.838
They did not get a deal on Shark Tank.

00:48:36.338 --> 00:48:37.659
Then they went, you know,

00:48:37.860 --> 00:48:39.141
did their own thing.

00:48:39.481 --> 00:48:41.222
I was listening to a podcast.

00:48:41.242 --> 00:48:42.063
Just imagine this.

00:48:42.282 --> 00:48:43.684
On TikTok right now,

00:48:43.724 --> 00:48:45.364
NeuroGum has just under a

00:48:45.405 --> 00:48:46.565
hundred thousand followers.

00:48:46.945 --> 00:48:49.088
That's barely anything for TikTok.

00:48:49.668 --> 00:48:52.588
Yet they did twenty six

00:48:52.668 --> 00:48:56.170
million in revenue through TikTok shop.

00:48:56.251 --> 00:48:58.211
They launched January twenty fourth,

00:48:58.831 --> 00:49:00.152
their biggest month.

00:49:00.172 --> 00:49:02.693
They did a million dollars, you know,

00:49:02.733 --> 00:49:06.335
in in gross revenue on TikTok shop alone,

00:49:06.614 --> 00:49:07.514
not anything else.

00:49:08.076 --> 00:49:09.275
One single day they did two

00:49:09.295 --> 00:49:10.416
hundred and fifty thousand

00:49:10.456 --> 00:49:12.536
dollars in sales from

00:49:12.617 --> 00:49:14.277
creator generated content

00:49:14.657 --> 00:49:15.719
in a single day.

00:49:17.304 --> 00:49:18.304
I don't know if people know

00:49:18.344 --> 00:49:19.545
how TikTok shop works,

00:49:19.626 --> 00:49:22.088
but if you have five

00:49:22.128 --> 00:49:24.271
thousand followers on TikTok,

00:49:24.311 --> 00:49:25.711
you can become an affiliate.

00:49:25.751 --> 00:49:26.693
If you're an affiliate,

00:49:27.153 --> 00:49:28.554
you can create videos and

00:49:28.594 --> 00:49:31.577
you can put products in

00:49:31.617 --> 00:49:33.820
your video like links to buy the product.

00:49:34.721 --> 00:49:36.481
TikTok shop is going to be a major,

00:49:36.521 --> 00:49:37.442
major competitor,

00:49:37.521 --> 00:49:40.083
if not already for Amazon.

00:49:40.762 --> 00:49:41.824
Huge market share.

00:49:42.284 --> 00:49:44.385
My point in all of this is

00:49:44.684 --> 00:49:45.804
something like this.

00:49:45.985 --> 00:49:47.905
I don't want to go and sell supplements.

00:49:48.005 --> 00:49:48.567
I don't want to have

00:49:48.626 --> 00:49:50.286
supplements in my clinic

00:49:50.327 --> 00:49:50.967
and I don't want to mess

00:49:50.987 --> 00:49:51.728
with all that stuff.

00:49:52.329 --> 00:49:53.909
But like, I can go create,

00:49:54.210 --> 00:49:55.811
if I try this and I like it,

00:49:56.411 --> 00:49:58.512
I can go create TikTok videos.

00:49:59.072 --> 00:50:02.173
I can use this in my patient care,

00:50:02.233 --> 00:50:03.775
my plans of care, stuff like that.

00:50:05.155 --> 00:50:05.514
And I mean,

00:50:05.815 --> 00:50:07.516
I've seen people that have done

00:50:08.036 --> 00:50:10.137
twenty thousand dollars in

00:50:10.197 --> 00:50:12.199
a week from affiliate

00:50:12.239 --> 00:50:13.838
income using TikTok shop.

00:50:13.858 --> 00:50:15.699
Have you guys followed any of this stuff?

00:50:16.079 --> 00:50:16.840
No.

00:50:16.860 --> 00:50:17.420
So you're saying someone

00:50:17.440 --> 00:50:18.481
would be an affiliate of

00:50:18.581 --> 00:50:19.402
NeuroGum and they would

00:50:19.442 --> 00:50:20.362
sell it for them and they

00:50:20.382 --> 00:50:21.163
would take a cut?

00:50:21.726 --> 00:50:22.007
Well,

00:50:22.106 --> 00:50:26.007
you become an affiliate on TikTok and

00:50:26.047 --> 00:50:28.728
then any product that's selling on TikTok,

00:50:28.789 --> 00:50:30.670
you can effectively put a

00:50:30.730 --> 00:50:32.451
link to buy that product.

00:50:32.490 --> 00:50:34.411
You create a video for that product.

00:50:35.291 --> 00:50:36.192
So you're not doing an

00:50:36.291 --> 00:50:38.512
individual affiliate deal with NeuroGum.

00:50:38.532 --> 00:50:39.713
You're doing, you know,

00:50:39.853 --> 00:50:41.373
I am an affiliate for

00:50:41.554 --> 00:50:43.273
TikTok and any other product.

00:50:43.293 --> 00:50:44.355
So like, you know,

00:50:44.375 --> 00:50:45.114
I've been getting a couple

00:50:45.135 --> 00:50:46.414
of sales from little pedal

00:50:46.534 --> 00:50:48.896
exercisers and flex bars

00:50:48.996 --> 00:50:50.757
and grippers and things like that.

00:50:51.436 --> 00:50:52.436
But I've never tried

00:50:52.516 --> 00:50:53.617
anything with like a big

00:50:53.657 --> 00:50:54.777
time product like this.

00:50:54.818 --> 00:50:55.998
Like these are all user

00:50:56.038 --> 00:50:58.538
generated content videos.

00:50:58.858 --> 00:51:00.139
It's just amazing.

00:51:00.818 --> 00:51:02.458
And we're using stuff every single day.

00:51:02.878 --> 00:51:04.300
Dave is starting to do stuff

00:51:04.340 --> 00:51:05.900
for the STEM device.

00:51:06.400 --> 00:51:08.579
But these are some

00:51:08.679 --> 00:51:09.960
incredible opportunities

00:51:10.001 --> 00:51:11.920
for any therapist right now

00:51:12.081 --> 00:51:15.422
using anything from TheraBand to,

00:51:15.581 --> 00:51:16.742
you know, high end equipment.

00:51:17.594 --> 00:51:18.434
I remember this was a big

00:51:18.454 --> 00:51:22.077
part of the discussion when

00:51:22.157 --> 00:51:23.356
Instagram first came out,

00:51:23.416 --> 00:51:24.277
and there was a bunch of

00:51:24.717 --> 00:51:25.478
popularity around it,

00:51:25.518 --> 00:51:27.039
and you couldn't do things like this.

00:51:27.059 --> 00:51:27.659
And people were like,

00:51:27.719 --> 00:51:29.501
how come you can show me

00:51:29.601 --> 00:51:31.601
yoga pants in a great photo

00:51:31.661 --> 00:51:32.882
with a model or just a

00:51:32.922 --> 00:51:34.222
regular person wearing yoga pants,

00:51:34.543 --> 00:51:35.503
but I can't click it?

00:51:35.523 --> 00:51:37.025
And I've got to say, link in bio.

00:51:37.065 --> 00:51:38.525
Why is there that friction point?

00:51:38.985 --> 00:51:41.427
Now that wall has sort of come down,

00:51:41.467 --> 00:51:42.467
but you can see an app like

00:51:42.487 --> 00:51:44.768
TikTok embraced it sooner, faster,

00:51:44.809 --> 00:51:45.108
deeper.

00:51:45.168 --> 00:51:46.250
Dave?

00:51:47.813 --> 00:51:49.474
why so tony why would you

00:51:50.114 --> 00:51:51.534
not go right to directly to

00:51:51.574 --> 00:51:52.875
neuro gum for some

00:51:52.894 --> 00:51:53.876
affiliate deal because tick

00:51:53.896 --> 00:51:54.516
tock is going to take a

00:51:54.576 --> 00:51:55.835
piece of this I'm assuming

00:51:55.976 --> 00:51:57.577
yeah because tick tock is

00:51:57.617 --> 00:51:59.217
doing this like a

00:51:59.257 --> 00:52:00.958
cross-platform affiliate

00:52:00.978 --> 00:52:02.257
deal and they're going to

00:52:02.277 --> 00:52:03.398
be the fire hose that would

00:52:03.438 --> 00:52:05.159
potentially get tony's

00:52:05.199 --> 00:52:06.639
video about neuro gum in

00:52:06.679 --> 00:52:08.300
front of more people so

00:52:08.420 --> 00:52:09.860
maybe they take a little

00:52:09.880 --> 00:52:10.820
bit of the affiliate fee

00:52:10.860 --> 00:52:11.820
instead of you getting

00:52:12.440 --> 00:52:13.681
whatever the affiliate deal

00:52:13.762 --> 00:52:14.661
is from NeuroGum,

00:52:15.362 --> 00:52:16.342
TikTok's going to take some,

00:52:16.402 --> 00:52:17.603
and then some of that gets

00:52:18.204 --> 00:52:19.264
over to Tony Meritato.

00:52:20.284 --> 00:52:21.425
But if you only did it

00:52:21.445 --> 00:52:22.465
directly with NeuroGum,

00:52:22.505 --> 00:52:23.206
maybe you get less

00:52:23.286 --> 00:52:25.007
eyeballed on that actual, you know,

00:52:25.027 --> 00:52:26.628
the video or the whole

00:52:26.648 --> 00:52:28.228
affiliate fire hose of,

00:52:28.829 --> 00:52:29.610
did they put that video in

00:52:29.650 --> 00:52:30.630
the newsfeed or whatever, you know,

00:52:30.650 --> 00:52:32.472
whatever the, you know,

00:52:32.512 --> 00:52:35.853
the main page of TikTok.

00:52:35.932 --> 00:52:36.753
Is that basically it?

00:52:37.239 --> 00:52:38.179
That's exactly it.

00:52:38.559 --> 00:52:39.699
And so in this interview,

00:52:39.739 --> 00:52:41.081
they were talking about that.

00:52:41.641 --> 00:52:42.521
You could,

00:52:42.581 --> 00:52:44.041
if you had a big enough audience

00:52:44.061 --> 00:52:44.822
that's going to move the

00:52:44.862 --> 00:52:46.503
needle on a company that size,

00:52:46.543 --> 00:52:48.423
you could go straight to NeuroGum,

00:52:48.824 --> 00:52:50.925
create a deal directly with NeuroGum.

00:52:51.304 --> 00:52:53.465
There are PTs who do that.

00:52:53.626 --> 00:52:55.126
I've got affiliate deals

00:52:55.166 --> 00:52:56.467
with large product companies.

00:52:57.327 --> 00:52:58.628
Um, but in the beginning,

00:52:58.867 --> 00:52:59.949
you don't have the audience,

00:52:59.969 --> 00:53:00.989
you don't have the eyeballs,

00:53:01.009 --> 00:53:03.230
the attention, the easiest way,

00:53:03.269 --> 00:53:04.630
like literally a therapist

00:53:04.650 --> 00:53:06.010
can do this right now.

00:53:06.449 --> 00:53:08.891
You just go in through TikTok,

00:53:08.990 --> 00:53:11.592
monetize their relationship to NeuroGum.

00:53:12.192 --> 00:53:13.632
What I like about TikTok and

00:53:13.652 --> 00:53:14.992
the way that's set up is

00:53:15.233 --> 00:53:16.492
when I create a video,

00:53:16.532 --> 00:53:18.793
like there are these flex bars, um,

00:53:18.853 --> 00:53:20.753
from a competitor, not from TheraBand.

00:53:20.793 --> 00:53:21.514
They're really great.

00:53:21.614 --> 00:53:22.394
They're really cheap.

00:53:22.434 --> 00:53:23.574
They're a product out of China.

00:53:24.559 --> 00:53:26.280
I create a video that

00:53:26.300 --> 00:53:28.202
product company now without

00:53:28.242 --> 00:53:30.583
me doing anything can pay,

00:53:30.623 --> 00:53:32.505
can put money behind TikTok

00:53:32.545 --> 00:53:35.106
run ads to promote my video.

00:53:35.646 --> 00:53:37.548
So I received the affiliate commission.

00:53:38.028 --> 00:53:39.250
The company is putting money

00:53:39.289 --> 00:53:40.230
behind my video.

00:53:40.429 --> 00:53:41.471
I don't have to pay to get

00:53:41.510 --> 00:53:42.592
that video out there.

00:53:43.271 --> 00:53:45.914
And it's multiple layers of

00:53:46.273 --> 00:53:48.476
drive to push that content out there.

00:53:48.976 --> 00:53:50.737
Now what NeuroGum did that's

00:53:50.797 --> 00:53:52.000
really interesting is they

00:53:52.039 --> 00:53:54.503
created their own creator community.

00:53:55.003 --> 00:53:56.144
They have a private group,

00:53:56.224 --> 00:53:57.365
they have events,

00:53:57.766 --> 00:53:59.108
they bring people together.

00:53:59.708 --> 00:54:01.271
And the top one percent

00:54:01.331 --> 00:54:02.592
within that community,

00:54:02.632 --> 00:54:04.914
they've cultivated them.

00:54:05.094 --> 00:54:06.135
These were independent

00:54:06.155 --> 00:54:08.059
creators that came into their community.

00:54:08.706 --> 00:54:09.766
They cultivated them.

00:54:09.806 --> 00:54:10.688
They supported them.

00:54:10.728 --> 00:54:12.170
They said, guys, this is what's working.

00:54:12.190 --> 00:54:13.351
This is what's going well.

00:54:13.871 --> 00:54:15.554
And it accelerates the

00:54:15.614 --> 00:54:18.016
success and the growth for them.

00:54:18.436 --> 00:54:19.818
You know, Jimmy and I, Dave,

00:54:19.878 --> 00:54:21.900
I think we've all talked about that,

00:54:21.981 --> 00:54:25.945
like within the PT community, OTs, SOPs,

00:54:26.306 --> 00:54:28.268
there's so much opportunity for us.

00:54:28.768 --> 00:54:30.989
to come out, talk about these products,

00:54:31.010 --> 00:54:32.570
kind of learn from each other,

00:54:32.630 --> 00:54:35.650
accelerate the growth to see, okay,

00:54:35.690 --> 00:54:37.132
the Yeti videos are like

00:54:37.172 --> 00:54:38.251
killing it right now.

00:54:38.632 --> 00:54:40.233
Let's create some Yeti videos.

00:54:40.333 --> 00:54:40.992
What are you doing?

00:54:41.032 --> 00:54:41.992
How are you doing it?

00:54:42.052 --> 00:54:42.614
What's working?

00:54:42.653 --> 00:54:43.273
What's not?

00:54:43.853 --> 00:54:46.235
I mean, I just, if we're separate,

00:54:46.375 --> 00:54:47.474
we're never going to be as

00:54:47.534 --> 00:54:48.615
strong and successful as

00:54:48.655 --> 00:54:49.615
coming together like that.

00:54:49.635 --> 00:54:50.275
That's the thing.

00:54:50.335 --> 00:54:51.876
We've flirted with the idea of...

00:54:52.876 --> 00:54:54.737
individual channels podcasts

00:54:54.797 --> 00:54:56.057
youtube channels or social

00:54:56.097 --> 00:54:57.398
platforms individuals are

00:54:57.418 --> 00:54:58.500
going to get a little bit

00:54:59.139 --> 00:55:00.621
and how could you put those

00:55:00.641 --> 00:55:01.681
things how could you create

00:55:01.722 --> 00:55:04.164
the barstool sports to be

00:55:04.204 --> 00:55:05.465
able to combine and then

00:55:05.525 --> 00:55:06.264
share with each other

00:55:06.284 --> 00:55:06.824
because now you're going to

00:55:06.844 --> 00:55:08.507
have more momentum um

00:55:10.335 --> 00:55:11.536
So that's the million dollar,

00:55:11.635 --> 00:55:12.597
the ten million dollar

00:55:13.117 --> 00:55:13.878
question is how do you

00:55:13.918 --> 00:55:15.119
combine those things to get

00:55:15.260 --> 00:55:16.400
people rowing in the same

00:55:16.420 --> 00:55:17.702
direction that are

00:55:18.003 --> 00:55:22.126
motivated financially like the right way?

00:55:22.286 --> 00:55:23.748
Like I'm putting in this much effort.

00:55:23.867 --> 00:55:24.509
Like that's the first

00:55:24.528 --> 00:55:26.411
question someone asks is, oh,

00:55:26.451 --> 00:55:27.891
can you make a brand video for us?

00:55:27.952 --> 00:55:28.813
What are you paying me?

00:55:28.873 --> 00:55:29.833
It's like, okay, great.

00:55:30.554 --> 00:55:31.315
I don't know how to pay you

00:55:31.356 --> 00:55:31.876
because I don't know how

00:55:31.916 --> 00:55:32.677
this is going to turn out.

00:55:32.697 --> 00:55:34.039
So I'm blind guessing.

00:55:34.318 --> 00:55:35.719
This was like this was like ten,

00:55:35.760 --> 00:55:36.581
fifteen years ago.

00:55:36.621 --> 00:55:38.422
People were like sponsoring stuff,

00:55:38.702 --> 00:55:40.045
sponsoring influencers,

00:55:40.684 --> 00:55:42.067
and they were just setting prices,

00:55:42.106 --> 00:55:42.907
just making them up.

00:55:42.987 --> 00:55:44.208
It's two hundred dollars a post.

00:55:44.929 --> 00:55:46.311
And then after you don't see

00:55:46.351 --> 00:55:47.793
the result that you expect,

00:55:48.293 --> 00:55:49.313
you either you either

00:55:49.333 --> 00:55:50.315
reject that particular

00:55:50.335 --> 00:55:51.476
channel or you reject the

00:55:51.516 --> 00:55:52.416
practice altogether.

00:55:53.077 --> 00:55:54.139
So I think that the thing

00:55:54.159 --> 00:55:54.898
that we're looking at here

00:55:54.918 --> 00:55:57.260
is like TikTok has all of

00:55:57.280 --> 00:55:59.202
the attention or most of the attention.

00:55:59.463 --> 00:56:01.063
So they get to sort of dictate now.

00:56:01.664 --> 00:56:03.204
So the only way you can do

00:56:03.224 --> 00:56:07.027
this is leverage is by becoming larger.

00:56:07.929 --> 00:56:08.929
Have you guys ever bought

00:56:09.128 --> 00:56:11.170
any products off of TikTok?

00:56:11.311 --> 00:56:12.331
Oh, no.

00:56:12.371 --> 00:56:12.492
No.

00:56:13.541 --> 00:56:17.264
It's I, I have, I have, I just,

00:56:17.385 --> 00:56:18.847
I literally just did.

00:56:19.347 --> 00:56:21.509
It is really like frictionless.

00:56:22.610 --> 00:56:24.452
Once you get your information in,

00:56:24.512 --> 00:56:26.653
and I was super sketchy about like, ah,

00:56:26.693 --> 00:56:28.074
credit card and all this stuff.

00:56:28.135 --> 00:56:31.818
I mean, but once I did it, I realized you,

00:56:32.059 --> 00:56:32.960
it's like Amazon.

00:56:33.119 --> 00:56:35.041
It is just frictionless to

00:56:35.121 --> 00:56:36.222
make that purchase.

00:56:36.963 --> 00:56:38.425
And to my understanding,

00:56:38.465 --> 00:56:39.326
and I might be wrong,

00:56:39.365 --> 00:56:42.429
but TikTok is really, really pushing,

00:56:42.489 --> 00:56:44.289
like financially supporting,

00:56:44.331 --> 00:56:46.693
incentivizing more people

00:56:46.713 --> 00:56:49.536
to come off of Amazon onto TikTok.

00:56:50.056 --> 00:56:50.996
We recently,

00:56:51.077 --> 00:56:53.860
when all the tariff news was coming out,

00:56:53.980 --> 00:56:55.661
we saw all these companies,

00:56:56.161 --> 00:56:58.143
we create Gucci and we create Hoka,

00:56:58.164 --> 00:56:58.585
right?

00:56:58.985 --> 00:57:01.527
So next time we'll talk about, uh,

00:57:01.666 --> 00:57:04.048
fleet feet and fleet feet.

00:57:04.548 --> 00:57:06.670
They have an amazing sales process.

00:57:07.391 --> 00:57:09.271
I think therapists should be doing this.

00:57:09.371 --> 00:57:10.672
This goes to Doug.

00:57:11.074 --> 00:57:12.574
Um, can't remember his last name.

00:57:13.594 --> 00:57:15.056
Uh, the gate analysis.

00:57:17.438 --> 00:57:18.079
Doug Adams.

00:57:18.539 --> 00:57:21.081
Like we've talked about it a little bit,

00:57:21.161 --> 00:57:22.702
but his hardware in a

00:57:22.742 --> 00:57:24.163
physical therapy clinic to

00:57:24.222 --> 00:57:25.344
sell the plans of care.

00:57:25.384 --> 00:57:28.065
It's an amazing streamline process.

00:57:28.085 --> 00:57:28.146
Um,

00:57:28.958 --> 00:57:31.079
Feet does something very

00:57:31.159 --> 00:57:32.601
similar and they've been

00:57:32.641 --> 00:57:34.121
able to train kids who know

00:57:34.202 --> 00:57:35.422
nothing about feet or

00:57:35.463 --> 00:57:37.304
footwear to sell three

00:57:37.344 --> 00:57:38.324
hundred dollar shoes.

00:57:38.844 --> 00:57:39.786
But what I was saying was

00:57:39.846 --> 00:57:42.286
Hoka factories are selling

00:57:42.327 --> 00:57:44.168
Hoka's without the brand

00:57:44.208 --> 00:57:45.809
name for like fifty bucks

00:57:45.869 --> 00:57:46.909
through tick tock shop.

00:57:47.431 --> 00:57:49.472
You know, same factory, same design,

00:57:49.512 --> 00:57:50.532
same everything.

00:57:50.853 --> 00:57:52.474
You just don't get the four letters.

00:57:56.494 --> 00:57:57.235
All right.

00:57:57.255 --> 00:57:58.376
Did you buy NeuroGum or did

00:57:58.396 --> 00:58:00.036
you buy Hoka's without the Hoka on it?

00:58:00.617 --> 00:58:01.356
I'm going to.

00:58:01.516 --> 00:58:02.056
I haven't.

00:58:03.018 --> 00:58:05.297
I'm a minimalist shoe guy,

00:58:05.838 --> 00:58:07.858
but I need to buy a pair.

00:58:07.978 --> 00:58:08.599
I'm going to do the

00:58:08.639 --> 00:58:10.840
affiliate user-generated

00:58:10.880 --> 00:58:12.161
content videos for it.

00:58:12.280 --> 00:58:12.621
I will.

00:58:13.141 --> 00:58:13.501
I will,

00:58:13.541 --> 00:58:16.742
and then we'll talk about it on the show.

00:58:16.762 --> 00:58:17.762
All right.

00:58:19.246 --> 00:58:21.106
All right, my parting shot.

00:58:21.206 --> 00:58:22.527
Go look at the opportunity

00:58:22.567 --> 00:58:23.427
in product sales.

00:58:23.467 --> 00:58:24.547
Think about how you can wrap

00:58:24.568 --> 00:58:25.967
that into patient care.

00:58:26.487 --> 00:58:27.469
If you're not making the

00:58:27.509 --> 00:58:28.568
money from Medicare

00:58:28.608 --> 00:58:30.489
treating Medicare beneficiaries,

00:58:31.050 --> 00:58:32.329
sell some products that

00:58:32.369 --> 00:58:34.690
patients are desperately wanting to buy.

00:58:34.751 --> 00:58:36.532
The numbers on product sales

00:58:36.632 --> 00:58:37.731
are ridiculous,

00:58:38.012 --> 00:58:39.431
and it's so easy for you to do.

00:58:40.152 --> 00:58:40.853
No one's going to do it

00:58:40.893 --> 00:58:42.873
because they're bleeding hearts.

00:58:42.893 --> 00:58:43.994
You're talking to the one percent,

00:58:44.034 --> 00:58:44.873
but that's who we talk to.

00:58:44.893 --> 00:58:46.014
We're talking to the one percent.

00:58:46.614 --> 00:58:47.114
Dave, what do you got?

00:58:48.367 --> 00:58:49.088
Ask for referrals.

00:58:49.148 --> 00:58:50.451
I mean, if you believe in what you do,

00:58:50.610 --> 00:58:53.275
ask for referrals, ask different ways,

00:58:53.295 --> 00:58:55.679
directly, indirectly, send emails,

00:58:55.739 --> 00:58:56.860
send text messages.

00:58:57.561 --> 00:58:58.202
For me, you know,

00:58:58.222 --> 00:58:59.664
get back in front of your patients,

00:59:00.184 --> 00:59:01.726
recreate, remind them, oh,

00:59:01.788 --> 00:59:03.891
or the easiest thing is a

00:59:03.931 --> 00:59:04.632
peak of happiness.

00:59:05.170 --> 00:59:05.291
Oh,

00:59:05.391 --> 00:59:08.032
I just got my trigger finger range of

00:59:08.072 --> 00:59:09.574
motion back because I did a

00:59:09.653 --> 00:59:10.474
shockwave with Tony

00:59:10.494 --> 00:59:11.554
Meritato at his office.

00:59:12.856 --> 00:59:13.737
Now I can do opposition.

00:59:13.777 --> 00:59:14.958
I can touch all my fingers together.

00:59:15.358 --> 00:59:16.458
Wow, peak of happiness.

00:59:17.039 --> 00:59:18.079
We might not have that

00:59:18.119 --> 00:59:20.101
patient be any happier than

00:59:20.181 --> 00:59:20.822
right now ever.

00:59:21.766 --> 00:59:22.266
Right there.

00:59:22.547 --> 00:59:23.367
Hey, do you have Gmail?

00:59:23.387 --> 00:59:24.248
Do you have a, do you have a,

00:59:24.407 --> 00:59:25.947
do you have a, do you use Google?

00:59:26.148 --> 00:59:26.429
Great.

00:59:26.528 --> 00:59:27.728
So can you put us a Google

00:59:27.768 --> 00:59:29.429
review of exactly what you just said?

00:59:30.329 --> 00:59:32.070
Post a reviews, ask for referrals.

00:59:32.110 --> 00:59:34.090
Hey, your neighbors, friends, clients,

00:59:34.331 --> 00:59:35.791
buddies, coworkers, whatever.

00:59:36.692 --> 00:59:37.231
As for referral,

00:59:37.311 --> 00:59:38.552
I don't think therapists do enough of it.

00:59:39.172 --> 00:59:40.074
yeah we didn't necessarily

00:59:40.114 --> 00:59:40.954
talk about it today but my

00:59:40.994 --> 00:59:42.155
parting shot is sort of in

00:59:42.195 --> 00:59:42.835
line with what dave was

00:59:42.855 --> 00:59:43.916
just saying which is if

00:59:43.936 --> 00:59:44.695
you're not going to talk

00:59:44.735 --> 00:59:46.597
positively frequently often

00:59:46.978 --> 00:59:48.679
and and passionately about

00:59:48.719 --> 00:59:50.860
your own clinic no one's

00:59:50.900 --> 00:59:52.780
going to so get comfortable

00:59:52.840 --> 00:59:53.862
doing that and it doesn't

00:59:53.882 --> 00:59:54.961
need to be anything icky

00:59:54.981 --> 00:59:55.882
there's a ten thousand

00:59:55.902 --> 00:59:57.443
styles there's no right one

00:59:57.503 --> 00:59:59.144
right way to do that but if

00:59:59.184 --> 01:00:00.085
you're not going to do it

01:00:00.184 --> 01:00:01.206
understand that no one's

01:00:01.226 --> 01:00:03.427
going to do it as frequent

01:00:03.686 --> 01:00:06.349
as often as passionately as

01:00:06.489 --> 01:00:07.530
as you do it so

01:00:08.570 --> 01:00:09.414
Six months down the line,

01:00:09.434 --> 01:00:10.139
if you're not getting paid

01:00:10.159 --> 01:00:11.103
what you're worth or things

01:00:11.123 --> 01:00:11.827
are getting difficult,

01:00:12.128 --> 01:00:12.731
look in the mirror.

01:00:14.135 --> 01:00:15.896
Hey, real quick before Jimmy closes,

01:00:16.318 --> 01:00:19.099
if somebody wants to do that Yeti video,

01:00:19.239 --> 01:00:20.240
I'm going to try to do one

01:00:20.280 --> 01:00:21.081
where it's a physical

01:00:21.101 --> 01:00:22.561
therapist doing an

01:00:22.581 --> 01:00:24.224
evaluation on Bigfoot for

01:00:24.284 --> 01:00:25.284
plantar fasciitis.

01:00:26.344 --> 01:00:27.626
Think of all of the things

01:00:27.666 --> 01:00:28.567
we could do with this.

01:00:28.626 --> 01:00:29.588
Go ahead, Jimmy, close it.

01:00:29.608 --> 01:00:30.748
Love it.

01:00:30.768 --> 01:00:31.969
We'll see you guys back on Tuesday.

01:00:31.989 --> 01:00:32.750
I want to hear from you.

01:00:32.789 --> 01:00:33.451
If you've got something

01:00:33.471 --> 01:00:35.032
you've heard and then tried

01:00:35.052 --> 01:00:36.753
yourself and had good or bad results,

01:00:37.134 --> 01:00:39.255
call us out or tell us we were right.

01:00:39.295 --> 01:00:40.275
We'd like to hear what we're right,

01:00:40.295 --> 01:00:41.077
but we don't mind hearing

01:00:41.097 --> 01:00:41.617
when we're wrong.

01:00:41.797 --> 01:00:42.878
We'll see you guys on Tuesday.

01:00:43.731 --> 01:00:45.235
The PT Breakfast Club.

01:00:45.596 --> 01:00:45.976
iMode.

01:00:46.257 --> 01:00:47.679
Where morning coffee meets

01:00:47.760 --> 01:00:48.601
movement science.