How to Attract Top Physical Therapy Talent

WEBVTT

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We should have been.

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This is always the case.

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As soon as people log on,

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I should just hit record.

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Sturdy McKee finally on the podcast.

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Welcome to the podcast, Sturdy.

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Thanks, Jimmy.

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Appreciate it.

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I think I was reading your

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tweets as I was still like

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a second year PT student.

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Tweets.

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Yeah,

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we were some of the first people on

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Twitter early, early on,

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but I'm not over there anymore.

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Yeah.

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It's like anything.

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It's like you do it for a while.

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I've burned out of it and

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then I'll come back.

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Like you got to walk away for a while.

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I do that a lot with golf.

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It's like I play golf like

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three or four times and I'm like,

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I love it.

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And then the fifth time I'm like too much.

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And then I'll like,

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I'll be back next year.

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um but for people who don't

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know you I'll give you I

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will get I i dislike when

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podcast hosts say it's lazy

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and they say tell the

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audience about you I'm like

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that's lazy that's your job

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as a host like if I had

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friends walk in and then

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you walked in I would not

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be hey sturdy tell

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everybody about you I would

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go this is sturdy he's been

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a pt for over 25 years and

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you were a multi-location

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practice owner for 20

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which is,

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I'm sure there's a lot of lessons

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to unpack there, we'll get into it.

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But for the past eight years,

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you've been working on,

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with practice owners,

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because you were one,

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to help them do things like

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build strong cultures,

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which is not just pizza

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parties and birthday cakes,

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that's not it.

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Level up their customer's experience,

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which is not just what the

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header on the email looks like.

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And then grow their businesses,

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which is what PT practices are.

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And you don't,

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you don't really grow those

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things by accident.

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Find them at sturdycoaching.com.

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How was your intro?

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Was that good?

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It's perfect.

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Good.

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All right.

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So hold on.

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First question is always the hardest.

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What are you drinking today?

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You're drinking coffee or what's your,

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what's your drink of choice?

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My, yeah, you know, I'm,

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I'm on the West coast, so it's,

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I have another client,

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so I'm drinking water with Mio.

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That's okay.

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Oh, so wait, how is Mio?

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I do noon.

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That's like an electrolyte thing.

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How's Mio?

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I've never tried it.

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I do like the vitamin D. Um,

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but taste wise, I mean, is it like,

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is it palatable?

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Is it good?

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It's fine.

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Yeah.

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All right.

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I'm not going out of my way.

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I'm looking for what's what

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has what I want.

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And it's offensive.

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So, no, it's not awesome,

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but it's it gets it done.

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I'm drinking lemonade beer.

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This is because it's summer

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and it's five o'clock where I am.

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So summer shandy lining kugels.

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Well, cheers to your meal,

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and cheers to my line in

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Google Summer Shandy.

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It's lemonade mixed with beer.

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And the first time I heard that,

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I was like,

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this is going to be disgusting.

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But it's not.

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I like it.

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But I can only have, like Twitter,

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I can only have one or two.

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All right.

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Well, cheers.

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All right.

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So what are we talking about today?

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We are talking about the

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question that I want to ask.

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You said you have another

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client coming up later on today.

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When you first work with people,

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I'm guessing you asked the

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question or the question I

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want to hear your response to is,

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what's your most effective

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marketing channel?

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And I feel like that's a

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good question to ask people

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that if you just start to work with them,

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because it's going to tell you a lot like,

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where do you think your strength is?

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Because then you get to ask

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great follow up questions with like, why?

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Or how do you know that?

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Or how did you decide that?

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So why is that a fun question to ask?

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Or why do you think that

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might be a fun question to ask?

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Yeah,

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it's definitely not the first

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question we ask, but yeah,

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I think it's a big question

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because there's so many

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people out there trying to

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sell marketing to you.

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And there are so many

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different channels and

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places and it gets really

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confusing and it's very

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muddied in particular by the marketers,

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right?

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So I'm not gonna throw them

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all under the bus.

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Some of them do a great job,

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some execute extremely well.

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A lot of business owners though,

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don't think of it,

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they think of it as a black

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box and they're gonna hire

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somebody to go do it.

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Or they think they have to

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learn everything about it,

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or they get kind of stuck

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on a channel like, oh,

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I have to do Facebook ads or whatever.

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And really, if you think about it,

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almost everybody who's been

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in it for any length of

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time says their most

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effective marketing channel

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is word of mouth.

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It's their patients going

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out and telling other people.

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So it's power.

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So, all right.

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So let's go into like what,

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what are the different types though?

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Word of mouth is pretty general.

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Well, word of mouth is really general,

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except that it also,

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if you think about it,

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it provides instant credibility, right?

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does right because if you if

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you're hearing it from

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someone you trust then

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you're much more likely

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that trust gets transferred

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at least some of it right

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um and that that like when

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we talk about different

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types of word of mouth

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that's going to come out at

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different levels too

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because you know I do I

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trust my uncle who tells me

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I need to go see this pt or

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do I trust my doctor more right

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Right?

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Or do I trust 100 Google reviews?

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Right, right.

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So there are different types

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of word of mouth.

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And the way I kind of break

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them down is there's one to one,

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that's that person who really likes you,

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but has told their spouse

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to come see you or told

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their father in law to come

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see you or whatever.

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And it's kind of that one to

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one ratio thing.

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And I know leveraged is now

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turned into this corporate catchphrase,

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whatever.

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But the leverage word of mouth

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is the other one that I'm looking for.

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And that can come through

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somebody like a professional,

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like someone who's respected,

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who's going to see a whole

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lot of people like a physician.

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It can come through,

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name your referral source,

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but any of the people who

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refer to you on a regular basis,

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that's leverage word of

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mouth because they're not

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sending one person when it happens,

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they're sending multiple people over time,

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right?

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The other leverage word of

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mouth is like the reviews.

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You know, and here's an example, right?

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I went to this park for a soccer match.

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When I looked it up on Google Maps,

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there was essentially nothing.

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There were like two photos

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and I didn't know anything about it.

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So I took a picture of the park.

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I took several, you know,

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put a picture of my dog.

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You can come there.

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You know,

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the soccer pitch was really nice.

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This other stuff.

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My picture of that soccer

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pitch is the cover photo on

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Google Maps for that thing.

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And it's gotten 50,000 views.

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And that was two years ago, right?

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So I had no idea, Jimmy,

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when I took that picture and put it up,

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I'm just like, you know,

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somebody's gonna be coming

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here for a soccer match or

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somebody's gonna be coming

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here for whatever they need to know.

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Can they bring their dog?

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Can they, you know,

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is there anything else to do, whatever?

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I'm like,

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maybe a couple of people will get it.

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50,000 people have seen that

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review and photo,

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because Google sends you the reports too,

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right?

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Yeah, you do some reviews,

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you do a couple of pictures,

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they start sending you

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because they want you to do more.

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Right?

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So, you know,

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a hundred people found this

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useful and all that stuff.

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So that kind of incentivizes, you know,

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the volunteerism around

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posting more reviews and

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that kind of thing.

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But think about that for your patients.

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That's huge.

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If I put a positive review

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and a picture up and over the next year,

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maybe it's not 50,000,

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but maybe it's a thousand, you know,

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how else can you reach that

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many people for free?

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And by the way,

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through somebody else where

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immediately that credibility.

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Right.

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Well, I was going to say, so, so there's,

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there's, there's a, I've,

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I've found this fascinating

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when I first learned the exercise, uh, uh,

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principles fit the fit principle,

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frequency, intensity, time, and type.

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And I was like, Oh,

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these are communication principles.

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These are marketing.

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So it's like word of mouth

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from your crazy neighbor.

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That's good.

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But you're like, man,

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that guy's all crazy.

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But word of mouth from your

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buddy who you know, like, and trust,

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right?

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That's that funnel we talk

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about all the time, which is like,

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I know my crazy neighbor.

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Sort of like him.

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I wouldn't invite him in the house,

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but I'll stand in the yard

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and have a beer with him.

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And do I trust him?

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I'm like, no.

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But my buddy...

00:07:56.564 --> 00:07:57.665
My buddy I've known for 20 years,

00:07:57.685 --> 00:07:58.505
like I've seen him make

00:07:58.526 --> 00:08:00.146
some mistakes and he makes

00:08:00.247 --> 00:08:01.327
good decisions more than –

00:08:01.327 --> 00:08:02.007
and that's different.

00:08:02.048 --> 00:08:04.369
So how do you typically

00:08:05.430 --> 00:08:07.331
encourage or educate people

00:08:08.110 --> 00:08:09.851
to be able to facilitate

00:08:09.891 --> 00:08:11.192
the right word of mouth?

00:08:11.252 --> 00:08:12.473
Because not only is someone

00:08:12.593 --> 00:08:13.394
telling them about you,

00:08:13.494 --> 00:08:14.314
you want to make sure – you

00:08:14.334 --> 00:08:15.495
don't want to put words in their mouth,

00:08:15.954 --> 00:08:16.694
but you want to make sure

00:08:16.714 --> 00:08:17.255
that the words that are

00:08:17.276 --> 00:08:17.836
coming out of their mouth

00:08:17.875 --> 00:08:18.675
are clear and concise.

00:08:18.696 --> 00:08:20.937
You want to maybe not craft

00:08:20.958 --> 00:08:21.877
the narrative but help them.

00:08:22.817 --> 00:08:23.699
Well, you don't see –

00:08:25.697 --> 00:08:26.918
That's a great question

00:08:26.939 --> 00:08:28.201
because most of the time

00:08:28.240 --> 00:08:29.161
people are going to answer

00:08:29.201 --> 00:08:30.504
it at a very superficial level.

00:08:31.584 --> 00:08:34.750
And what you're trying to do

00:08:34.850 --> 00:08:36.110
is actually go back to the

00:08:36.172 --> 00:08:38.033
root and the root is your

00:08:38.073 --> 00:08:38.934
patient experience.

00:08:38.955 --> 00:08:39.716
If you can think about the

00:08:39.736 --> 00:08:40.477
customer experience,

00:08:40.498 --> 00:08:42.419
you have any business, right?

00:08:43.572 --> 00:08:44.573
what is that like?

00:08:45.514 --> 00:08:48.056
And when you are deliberate,

00:08:48.797 --> 00:08:50.457
and almost nobody is, right?

00:08:50.778 --> 00:08:51.979
But when you're deliberate

00:08:52.078 --> 00:08:52.840
about the customer

00:08:52.860 --> 00:08:54.061
experience that you want,

00:08:54.280 --> 00:08:55.302
the patient experience that

00:08:55.322 --> 00:08:56.923
you want to design and craft,

00:08:57.864 --> 00:08:59.304
where you want to stand out,

00:08:59.404 --> 00:09:00.985
where you want to be remarkable,

00:09:01.145 --> 00:09:02.586
what you wish to be known for,

00:09:03.028 --> 00:09:05.769
and you do that in a deliberate fashion,

00:09:05.850 --> 00:09:08.611
and you really level up that experience,

00:09:09.172 --> 00:09:10.832
they will say the right things about you.

00:09:12.033 --> 00:09:12.153
And

00:09:13.647 --> 00:09:15.769
know the we can get into the

00:09:16.229 --> 00:09:17.330
how you break that down the

00:09:17.370 --> 00:09:18.350
blocking tackling a little

00:09:18.390 --> 00:09:21.014
bit too but ultimately pick

00:09:21.114 --> 00:09:22.174
what what is it you should

00:09:22.195 --> 00:09:23.895
be known for right do you

00:09:24.517 --> 00:09:26.597
and and do more of that and

00:09:26.638 --> 00:09:27.399
another great thing if

00:09:27.418 --> 00:09:28.220
you've if you've been in

00:09:28.259 --> 00:09:29.100
practice for a while you've

00:09:29.120 --> 00:09:31.543
got a couple therapists ask

00:09:32.615 --> 00:09:33.556
ask your favorite patients,

00:09:33.615 --> 00:09:35.357
ask those patients, number one,

00:09:35.378 --> 00:09:36.418
that you love working with,

00:09:36.820 --> 00:09:37.721
ask those patients who have

00:09:37.760 --> 00:09:39.121
sent somebody else to you,

00:09:39.842 --> 00:09:40.543
or the patients who have

00:09:40.623 --> 00:09:42.544
come back for another injury or something,

00:09:42.985 --> 00:09:44.106
why did you pick us?

00:09:45.067 --> 00:09:47.931
They will tell you what that thing is.

00:09:48.851 --> 00:09:50.514
And, you know, the other part,

00:09:50.673 --> 00:09:52.115
and one of the things I love about you,

00:09:52.134 --> 00:09:52.414
Jimmy,

00:09:52.975 --> 00:09:55.599
is too many people are trying to be

00:09:57.741 --> 00:09:58.182
neutral.

00:09:58.501 --> 00:10:00.202
Sometimes they call it professional.

00:10:00.623 --> 00:10:02.124
They try to be inoffensive.

00:10:02.144 --> 00:10:04.144
They're trying to fit in, right?

00:10:04.245 --> 00:10:05.105
I mean, dude,

00:10:05.125 --> 00:10:06.145
you land at a conference and

00:10:06.166 --> 00:10:07.125
you see the PTs at the

00:10:07.206 --> 00:10:08.225
airport of baggage claim,

00:10:08.245 --> 00:10:10.206
they've got polos and khakis and you know,

00:10:11.707 --> 00:10:12.488
you look around and go, oh,

00:10:12.528 --> 00:10:13.107
those are the people going

00:10:13.128 --> 00:10:13.668
to the conference.

00:10:14.229 --> 00:10:15.408
I did that with my daughter

00:10:15.448 --> 00:10:16.789
in San Diego at one of the conferences.

00:10:16.809 --> 00:10:17.649
We went out for dinner.

00:10:17.669 --> 00:10:18.390
We were in the Italian

00:10:18.951 --> 00:10:20.010
quarter and she's looking,

00:10:20.071 --> 00:10:20.892
naming the PTs.

00:10:20.932 --> 00:10:22.471
I'm like, yep, yep, yep.

00:10:23.932 --> 00:10:25.572
Because they're all trying, you know,

00:10:25.833 --> 00:10:26.433
but we do that.

00:10:27.094 --> 00:10:28.813
And that is actually,

00:10:28.833 --> 00:10:32.134
that's a path to commoditization.

00:10:32.715 --> 00:10:34.556
That's a path to blending in

00:10:34.735 --> 00:10:35.576
and not being sick.

00:10:35.975 --> 00:10:36.615
Well, let me ask you this.

00:10:36.655 --> 00:10:37.796
I don't want to forget this.

00:10:38.115 --> 00:10:39.456
You said something about the

00:10:39.537 --> 00:10:40.657
customer experience or the

00:10:40.677 --> 00:10:41.517
patient experience.

00:10:41.657 --> 00:10:41.856
Yeah.

00:10:43.057 --> 00:10:44.038
When does it start?

00:10:44.197 --> 00:10:44.758
I'd love to hear,

00:10:44.778 --> 00:10:46.437
I want people to hear your answer.

00:10:46.577 --> 00:10:48.938
When does the patient experience start?

00:10:49.719 --> 00:10:50.678
As soon as they hear about you.

00:10:51.876 --> 00:10:52.937
I think a lot of people will be like, well,

00:10:52.957 --> 00:10:54.379
as soon as I see the PT.

00:10:54.479 --> 00:10:55.639
And I agree with you,

00:10:55.679 --> 00:10:58.381
which is it starts even before.

00:10:58.442 --> 00:10:59.102
Brother Basil,

00:10:59.182 --> 00:11:00.163
I learned public relations

00:11:00.202 --> 00:11:01.423
from a Franciscan friar

00:11:01.443 --> 00:11:02.684
because I went to a Catholic university.

00:11:03.206 --> 00:11:04.466
And he said two things.

00:11:04.486 --> 00:11:04.846
Number one,

00:11:04.886 --> 00:11:07.369
you're either doing public – if

00:11:07.389 --> 00:11:07.749
you ask someone,

00:11:07.769 --> 00:11:08.610
are you doing public relations?

00:11:08.629 --> 00:11:09.370
Are you doing marketing?

00:11:09.691 --> 00:11:10.390
And they say no.

00:11:10.711 --> 00:11:11.432
He's like, you're wrong.

00:11:11.471 --> 00:11:12.293
You're either doing it well

00:11:12.332 --> 00:11:13.052
or you're not doing it.

00:11:14.374 --> 00:11:14.674
That's it.

00:11:14.835 --> 00:11:15.394
You're doing it well or

00:11:15.414 --> 00:11:16.015
you're not doing it well.

00:11:16.495 --> 00:11:17.157
But you're doing it.

00:11:17.336 --> 00:11:18.336
You're doing it well or poorly.

00:11:18.378 --> 00:11:18.878
You decide.

00:11:19.298 --> 00:11:19.979
And it starts –

00:11:21.363 --> 00:11:23.244
the second someone finds out about you.

00:11:23.605 --> 00:11:25.005
That's exactly when it starts,

00:11:25.066 --> 00:11:26.086
not when they walk through the door.

00:11:27.126 --> 00:11:28.567
And you're exactly right.

00:11:28.707 --> 00:11:30.929
And there are, I mean, we're,

00:11:32.451 --> 00:11:33.792
humans are self-referential, right?

00:11:33.831 --> 00:11:34.731
We think about our own,

00:11:35.211 --> 00:11:36.373
we see the world through our eyes.

00:11:36.813 --> 00:11:38.195
So if you're a therapist and

00:11:38.235 --> 00:11:39.274
you've started a solo

00:11:39.315 --> 00:11:40.096
practice and you're

00:11:40.115 --> 00:11:41.517
thinking about bringing somebody else on,

00:11:42.096 --> 00:11:44.538
your default position is

00:11:44.578 --> 00:11:45.438
very often that that

00:11:45.479 --> 00:11:46.700
patient experience starts with me.

00:11:47.681 --> 00:11:47.880
Right.

00:11:48.562 --> 00:11:49.322
They've already had five

00:11:49.341 --> 00:11:50.342
touch points before they got to you.

00:11:51.583 --> 00:11:51.823
Right?

00:11:52.244 --> 00:11:54.524
And each of those is important.

00:11:54.585 --> 00:11:54.705
Now,

00:11:54.745 --> 00:11:56.044
the other thing that's really important,

00:11:56.065 --> 00:11:56.705
remember I just said,

00:11:57.544 --> 00:11:59.265
decide what you wish to be known for.

00:11:59.725 --> 00:12:00.405
Because there are people out

00:12:00.426 --> 00:12:01.225
there telling their thing

00:12:01.245 --> 00:12:02.605
and they're telling you what they can do.

00:12:02.725 --> 00:12:03.186
And, you know,

00:12:03.706 --> 00:12:05.047
their thing's the most important,

00:12:05.067 --> 00:12:05.826
whether that's your front

00:12:05.866 --> 00:12:07.246
desk person has to be, you know,

00:12:07.307 --> 00:12:08.727
they're the linchpin, da, da, da, da, da,

00:12:09.107 --> 00:12:10.388
or your website has to be

00:12:10.408 --> 00:12:12.849
the latest modern or the doctor, whatever,

00:12:12.869 --> 00:12:13.849
dude, they're all,

00:12:14.668 --> 00:12:18.090
look for that self-interest piece, right?

00:12:18.169 --> 00:12:19.350
And where I've kind of come,

00:12:20.770 --> 00:12:22.192
full circle because one of

00:12:22.231 --> 00:12:22.993
the things I was doing was

00:12:23.013 --> 00:12:24.214
doing too many things for

00:12:24.234 --> 00:12:26.254
clients and now I'm much

00:12:26.294 --> 00:12:27.655
more hyper focusing in on

00:12:27.735 --> 00:12:28.756
the customer experience

00:12:28.817 --> 00:12:31.119
because from that comes the

00:12:31.139 --> 00:12:31.999
word of mouth marketing

00:12:32.519 --> 00:12:33.801
from that comes the

00:12:33.860 --> 00:12:35.461
branding from that you know

00:12:35.481 --> 00:12:36.162
you need to have the other

00:12:36.182 --> 00:12:37.764
stuff aligned with it so

00:12:37.783 --> 00:12:39.245
you have to a website

00:12:39.565 --> 00:12:42.086
that's easy to use right by

00:12:42.126 --> 00:12:43.368
the way here's one tip for

00:12:43.467 --> 00:12:44.548
anybody listening if your

00:12:44.629 --> 00:12:46.490
phone number is not at the

00:12:46.549 --> 00:12:48.871
top of your website to push and click

00:12:50.261 --> 00:12:51.383
make that change tomorrow

00:12:51.682 --> 00:12:54.284
because that you're you're

00:12:54.345 --> 00:12:55.284
putting an obstacle an

00:12:55.345 --> 00:12:56.666
unnecessary hurdle up for

00:12:56.765 --> 00:12:58.567
me as a patient or customer

00:12:58.706 --> 00:12:59.628
right you highlight

00:12:59.648 --> 00:13:00.708
something which is your

00:13:00.749 --> 00:13:02.129
website actually it's not

00:13:02.190 --> 00:13:03.671
for you this is not where

00:13:03.750 --> 00:13:04.750
you get to show off your

00:13:04.770 --> 00:13:05.812
website is actually you're

00:13:05.831 --> 00:13:06.913
the you're the last person

00:13:06.952 --> 00:13:08.474
your website is for website

00:13:08.514 --> 00:13:10.034
is for the people you wish

00:13:10.075 --> 00:13:11.254
to communicate with you can

00:13:11.355 --> 00:13:12.855
serve like help them

00:13:12.936 --> 00:13:15.238
understand is that your website's for

00:13:16.203 --> 00:13:17.325
So is your whole business.

00:13:17.565 --> 00:13:17.764
Right.

00:13:17.884 --> 00:13:18.245
Correct.

00:13:18.505 --> 00:13:19.066
It's not for you.

00:13:19.125 --> 00:13:19.306
Right.

00:13:19.966 --> 00:13:20.187
Yeah.

00:13:20.246 --> 00:13:21.267
I mean, your podcast.

00:13:21.868 --> 00:13:22.347
Right.

00:13:23.629 --> 00:13:23.828
Right.

00:13:23.889 --> 00:13:24.188
I mean,

00:13:24.208 --> 00:13:25.350
there are things about it that you

00:13:25.389 --> 00:13:26.791
want to align with the

00:13:26.831 --> 00:13:27.511
things about it that you

00:13:27.532 --> 00:13:29.232
want to be engaging and for

00:13:29.312 --> 00:13:30.514
you and meaningful for you.

00:13:30.594 --> 00:13:30.774
Right.

00:13:31.073 --> 00:13:31.995
And that's where you get back to, like,

00:13:32.014 --> 00:13:33.735
the purpose of the business,

00:13:33.755 --> 00:13:34.475
the higher purpose.

00:13:35.236 --> 00:13:36.057
And, you know,

00:13:36.317 --> 00:13:37.618
I have people that I talk to

00:13:37.658 --> 00:13:40.559
that are before their clients,

00:13:40.659 --> 00:13:41.100
put it that way.

00:13:42.092 --> 00:13:42.994
What's the purpose of the business?

00:13:43.014 --> 00:13:44.014
Well, they're to make a profit.

00:13:44.054 --> 00:13:45.375
Like, no, that's table stakes.

00:13:45.956 --> 00:13:47.356
The business should make a profit.

00:13:47.417 --> 00:13:48.418
Yes, you are correct.

00:13:48.498 --> 00:13:49.399
But you could do any

00:13:49.458 --> 00:13:50.519
business and make a profit.

00:13:51.100 --> 00:13:53.081
Why are you doing this, right?

00:13:53.182 --> 00:13:55.322
Why did you go to PT school?

00:13:55.823 --> 00:13:56.924
Why did you invest all the

00:13:56.965 --> 00:13:57.544
time and effort?

00:13:57.605 --> 00:13:58.765
Why did you go into all this?

00:13:59.166 --> 00:13:59.746
And ultimately,

00:13:59.767 --> 00:14:00.567
it comes down to some

00:14:00.628 --> 00:14:01.648
version of helping people

00:14:01.687 --> 00:14:03.330
or getting people better or

00:14:03.370 --> 00:14:05.030
having an impact, something around that,

00:14:05.091 --> 00:14:05.270
right?

00:14:06.312 --> 00:14:07.692
that needs to be carried

00:14:07.732 --> 00:14:09.234
through everything else in your business.

00:14:09.274 --> 00:14:10.115
But that's the part that's

00:14:10.134 --> 00:14:11.735
fulfilling to you.

00:14:12.495 --> 00:14:12.917
Essentially,

00:14:12.976 --> 00:14:14.038
everything else in your model

00:14:14.057 --> 00:14:14.937
needs to be centered around

00:14:14.998 --> 00:14:16.399
a target customer that

00:14:16.458 --> 00:14:17.860
you've defined clearly that

00:14:17.919 --> 00:14:20.221
you know exactly what you're doing for.

00:14:20.802 --> 00:14:21.222
And again,

00:14:21.283 --> 00:14:22.563
this is where kind of that when

00:14:22.604 --> 00:14:24.144
we started that customer experience piece,

00:14:24.504 --> 00:14:25.586
it branches into a whole

00:14:25.605 --> 00:14:27.187
bunch of other things that

00:14:27.246 --> 00:14:29.708
need to get decided and

00:14:29.749 --> 00:14:31.429
articulated in your in your business.

00:14:31.840 --> 00:14:34.083
You and I both have a word that we like.

00:14:34.325 --> 00:14:35.547
The first time I heard it,

00:14:35.606 --> 00:14:37.389
I think I had already been

00:14:37.470 --> 00:14:38.711
running a radio station for

00:14:38.772 --> 00:14:39.413
several years.

00:14:39.975 --> 00:14:40.975
And I had never read... I

00:14:41.496 --> 00:14:42.399
wasn't really into reading

00:14:42.438 --> 00:14:43.000
books about it.

00:14:43.120 --> 00:14:43.259
Like...

00:14:44.022 --> 00:14:45.802
my path to like learning how

00:14:45.822 --> 00:14:47.004
to communicate was like go

00:14:47.024 --> 00:14:48.024
to you know did the morning

00:14:48.043 --> 00:14:48.865
announcements in sixth

00:14:48.884 --> 00:14:49.966
grade thought it was cool

00:14:50.405 --> 00:14:51.706
decided to be a radio dj

00:14:52.027 --> 00:14:52.606
went to school for

00:14:52.626 --> 00:14:54.288
communications kept just

00:14:54.307 --> 00:14:55.067
showing up at the college

00:14:55.087 --> 00:14:55.828
radio station until they

00:14:55.869 --> 00:14:57.169
gave me a show and then

00:14:57.269 --> 00:14:58.009
somebody there told me

00:14:58.029 --> 00:14:58.610
you're supposed to do

00:14:58.630 --> 00:14:59.510
internships in the summer

00:14:59.551 --> 00:15:00.711
and I was like okay then I

00:15:00.731 --> 00:15:01.591
just started calling places

00:15:02.052 --> 00:15:03.192
so I never really formally

00:15:03.212 --> 00:15:03.913
started reading books

00:15:04.033 --> 00:15:05.234
outside of textbooks and I

00:15:05.274 --> 00:15:06.315
never never really had

00:15:06.375 --> 00:15:07.154
conversations about

00:15:07.296 --> 00:15:08.855
marketing it was just I

00:15:08.895 --> 00:15:10.857
just watched right this was

00:15:10.918 --> 00:15:11.957
until I was running a radio

00:15:11.977 --> 00:15:13.019
station and a gm

00:15:14.085 --> 00:15:15.684
made it like a point that we're gonna do,

00:15:15.705 --> 00:15:16.706
we're gonna rotate amongst

00:15:16.725 --> 00:15:17.806
the program directors.

00:15:18.046 --> 00:15:19.326
So like almost clinic directors, right?

00:15:19.346 --> 00:15:20.267
Because there's four radio

00:15:20.287 --> 00:15:21.206
stations in one building.

00:15:21.787 --> 00:15:23.807
He was like, every week of the month,

00:15:23.847 --> 00:15:25.648
you're gonna do an in-service.

00:15:26.067 --> 00:15:27.249
And back then I was like, dude,

00:15:27.269 --> 00:15:28.129
I got stuff to do.

00:15:28.668 --> 00:15:29.589
Looking back, I was like,

00:15:29.668 --> 00:15:30.750
this was a really cool idea.

00:15:31.929 --> 00:15:34.010
And the first in-service I did,

00:15:34.091 --> 00:15:35.811
now he forced me to like go

00:15:35.850 --> 00:15:36.871
outside of what I normally,

00:15:36.932 --> 00:15:37.792
how I normally learned,

00:15:37.812 --> 00:15:39.792
because now I needed to see one, do one,

00:15:39.871 --> 00:15:40.692
teach one, right?

00:15:40.712 --> 00:15:41.873
Which is a cool methodology.

00:15:42.682 --> 00:15:44.303
And I walked into a Barnes

00:15:44.344 --> 00:15:45.985
and Noble and literally just went to the,

00:15:46.465 --> 00:15:47.306
she's not a librarian,

00:15:47.346 --> 00:15:48.005
but she's like the woman

00:15:48.025 --> 00:15:48.985
who knows where everything is,

00:15:49.025 --> 00:15:49.647
like a little kiosk.

00:15:49.667 --> 00:15:50.307
And I was like,

00:15:50.407 --> 00:15:50.947
I need to give a

00:15:50.966 --> 00:15:51.868
presentation on marketing,

00:15:52.548 --> 00:15:53.448
but I already know everything.

00:15:53.668 --> 00:15:54.908
So just give me whatever.

00:15:55.889 --> 00:15:57.770
And she handed me a Seth Godin book.

00:15:59.032 --> 00:16:00.471
And I forget which one it was,

00:16:00.591 --> 00:16:01.732
but essentially the lesson,

00:16:02.312 --> 00:16:04.615
the word that I think both you and I like,

00:16:04.975 --> 00:16:05.554
it blew my mind.

00:16:05.695 --> 00:16:07.076
It's remarkable.

00:16:07.255 --> 00:16:09.216
And he took a page or two to be like,

00:16:09.937 --> 00:16:10.698
What's remarkable?

00:16:10.778 --> 00:16:11.219
And I'm like,

00:16:11.720 --> 00:16:13.120
things that are great or big.

00:16:13.140 --> 00:16:13.740
And he's like, no,

00:16:13.861 --> 00:16:14.822
it's something that is

00:16:15.003 --> 00:16:17.585
worthy of making a remark about.

00:16:18.426 --> 00:16:20.807
And this also ties into, you know,

00:16:20.847 --> 00:16:23.910
word of mouth is like, it's not an ad.

00:16:23.990 --> 00:16:25.032
You can buy attention.

00:16:25.192 --> 00:16:25.772
And I'm not saying you

00:16:25.812 --> 00:16:28.073
shouldn't pay for access to

00:16:28.274 --> 00:16:29.315
earn people's attention

00:16:29.375 --> 00:16:29.916
because I don't think you

00:16:29.956 --> 00:16:30.876
actually buy people's attention.

00:16:30.996 --> 00:16:31.998
You pay for access to

00:16:32.038 --> 00:16:33.318
potentially earn people's attention.

00:16:34.078 --> 00:16:36.041
But this word remarkable is like, hey,

00:16:36.240 --> 00:16:37.923
I had this beer and it was

00:16:38.102 --> 00:16:40.504
so good seven years ago

00:16:40.544 --> 00:16:41.426
that I'm still – every

00:16:41.485 --> 00:16:43.128
summer I get excited when it comes out.

00:16:43.488 --> 00:16:44.369
I tell people, hey,

00:16:44.389 --> 00:16:45.149
have you ever had this

00:16:45.230 --> 00:16:46.410
Linen Kugel Summer Shandy?

00:16:46.910 --> 00:16:48.231
It's so great.

00:16:48.293 --> 00:16:49.133
You can't have six of them

00:16:49.153 --> 00:16:49.953
because it's really sweet.

00:16:49.974 --> 00:16:50.674
It's lemonade beer.

00:16:51.034 --> 00:16:52.216
That is remarkability.

00:16:52.296 --> 00:16:53.638
They did something so well

00:16:53.658 --> 00:16:54.658
that I like that I'm

00:16:54.698 --> 00:16:56.379
willing to tell people –

00:16:56.379 --> 00:16:58.522
that uh no know me and like

00:16:58.562 --> 00:16:59.082
me I don't know if they

00:16:59.102 --> 00:16:59.903
trust me or know me at

00:16:59.943 --> 00:17:01.785
least and that is the

00:17:02.086 --> 00:17:03.847
that's the the that's

00:17:04.228 --> 00:17:05.229
marketing if you were to

00:17:05.288 --> 00:17:06.230
boil it down that's if you

00:17:06.250 --> 00:17:06.951
were to have a periodic

00:17:06.971 --> 00:17:08.092
table of marketing that to

00:17:08.132 --> 00:17:09.373
me is like oxygen or

00:17:09.452 --> 00:17:10.374
nitrogen it's like the

00:17:10.493 --> 00:17:11.575
first or second element on

00:17:11.595 --> 00:17:13.116
the periodic table why do

00:17:13.156 --> 00:17:14.438
you like markability or how

00:17:14.478 --> 00:17:15.179
do you explain it

00:17:16.404 --> 00:17:18.506
Oh, I totally,

00:17:18.826 --> 00:17:21.508
we're in lockstep here because Remarkable,

00:17:21.548 --> 00:17:22.269
I think one of the things

00:17:22.308 --> 00:17:23.269
he did in the book,

00:17:23.309 --> 00:17:24.349
like when you see it in writing,

00:17:24.790 --> 00:17:28.752
he put re-markable, like remark,

00:17:28.772 --> 00:17:30.554
or remark-able, right?

00:17:30.615 --> 00:17:32.455
Separate, sorry, remark-able.

00:17:32.695 --> 00:17:34.037
Like, are you worthy of remark?

00:17:34.076 --> 00:17:35.498
And one of the challenge

00:17:35.538 --> 00:17:37.739
questions I read in either

00:17:37.759 --> 00:17:39.560
in his book or in blog was,

00:17:40.560 --> 00:17:41.201
took another step.

00:17:41.261 --> 00:17:42.301
And what he said was,

00:17:43.643 --> 00:17:44.463
people are going to go home

00:17:44.523 --> 00:17:45.263
tonight and talk about

00:17:45.304 --> 00:17:46.045
three things at dinner.

00:17:47.693 --> 00:17:49.375
How do you get into the top three?

00:17:49.656 --> 00:17:50.417
That is brilliant.

00:17:51.259 --> 00:17:51.459
Right?

00:17:51.759 --> 00:17:53.162
And that starts bringing a

00:17:53.201 --> 00:17:54.262
deliberateness to the whole

00:17:54.303 --> 00:17:54.864
thing as well.

00:17:54.943 --> 00:17:56.645
Like, oh, we do a great job.

00:17:56.665 --> 00:17:57.247
People love us.

00:17:57.287 --> 00:17:58.308
They talk about us already.

00:17:58.990 --> 00:17:59.990
How many people went through

00:18:00.030 --> 00:18:00.632
your clinic today?

00:18:00.672 --> 00:18:00.912
By the way,

00:18:00.971 --> 00:18:01.752
this is a question I've been

00:18:01.772 --> 00:18:02.674
asking my clients lately.

00:18:03.430 --> 00:18:05.490
repeatedly, essentially every one of them,

00:18:05.671 --> 00:18:07.211
how many people did you see

00:18:07.250 --> 00:18:08.310
today in your company?

00:18:08.991 --> 00:18:09.211
Right?

00:18:09.231 --> 00:18:11.511
And it might be 3050 100 150, whatever,

00:18:11.551 --> 00:18:13.893
depending on their size and,

00:18:14.613 --> 00:18:15.594
and scale and whatever,

00:18:15.673 --> 00:18:17.354
some of them are 200.

00:18:17.354 --> 00:18:18.034
How many of those people are

00:18:18.054 --> 00:18:19.134
going to talk about you tonight?

00:18:21.375 --> 00:18:23.596
Right, and every one of them kind of stops,

00:18:23.935 --> 00:18:25.896
right, they start to think about it.

00:18:27.017 --> 00:18:27.156
And

00:18:28.115 --> 00:18:28.516
Once again,

00:18:28.576 --> 00:18:29.636
if you're delivering an

00:18:30.258 --> 00:18:31.759
exceptional service, and by the way,

00:18:31.798 --> 00:18:33.500
Jimmy, just for everybody here too,

00:18:34.362 --> 00:18:35.983
the bar's not set terribly

00:18:36.044 --> 00:18:36.986
high in the healthcare world.

00:18:37.871 --> 00:18:38.050
Right,

00:18:38.070 --> 00:18:39.270
because you mentioned the sea of

00:18:39.330 --> 00:18:41.132
sameness at the airport at

00:18:41.172 --> 00:18:42.112
a PT conference, right?

00:18:42.152 --> 00:18:46.472
Also, we, and I'm going broader industry,

00:18:46.512 --> 00:18:47.212
if you go to the hospital,

00:18:47.232 --> 00:18:48.373
you go to a doctor, you go to a dentist,

00:18:48.432 --> 00:18:48.772
anybody,

00:18:50.153 --> 00:18:51.432
there aren't very many of them

00:18:51.492 --> 00:18:52.713
who have thought about the

00:18:52.773 --> 00:18:53.554
customer or patient

00:18:53.574 --> 00:18:54.433
experience from the

00:18:54.493 --> 00:18:55.733
patient's perspective.

00:18:56.134 --> 00:18:57.354
You can see that from a mile away.

00:18:57.473 --> 00:18:57.614
Yeah,

00:18:57.653 --> 00:18:59.315
they optimize systems on getting

00:18:59.355 --> 00:19:00.595
information or getting billing,

00:19:01.075 --> 00:19:01.855
but they don't optimize my

00:19:01.974 --> 00:19:04.836
experience in moving through the system.

00:19:05.195 --> 00:19:06.976
I mean, that's my problem, not theirs.

00:19:07.711 --> 00:19:09.530
Right, they optimize their efficiency.

00:19:09.852 --> 00:19:10.291
Correct.

00:19:10.932 --> 00:19:11.932
Not your convenience.

00:19:12.291 --> 00:19:12.672
Correct.

00:19:13.231 --> 00:19:15.913
Right, or whatever else is important.

00:19:15.952 --> 00:19:17.713
So you start looking at

00:19:17.753 --> 00:19:20.034
these things and if you turn it around,

00:19:20.054 --> 00:19:20.834
I mean,

00:19:20.854 --> 00:19:22.914
this is another thing I heard from

00:19:22.934 --> 00:19:24.295
somebody at a conference a long time ago.

00:19:24.755 --> 00:19:25.115
It was like,

00:19:25.236 --> 00:19:27.276
when you walk into your office tomorrow,

00:19:27.296 --> 00:19:28.675
you pull up into the parking lot,

00:19:29.176 --> 00:19:30.336
pretend it's the first time

00:19:30.356 --> 00:19:32.436
you've ever been there, right?

00:19:32.636 --> 00:19:34.258
When you look at it with fresh eyes,

00:19:35.805 --> 00:19:36.546
what's it look like?

00:19:36.625 --> 00:19:38.086
Because we all get habituated.

00:19:38.707 --> 00:19:39.748
It's the curse of knowledge.

00:19:40.949 --> 00:19:42.490
Well, it's, I think you're used to it.

00:19:43.570 --> 00:19:43.730
Yeah.

00:19:43.770 --> 00:19:44.612
You're totally used to it.

00:19:44.632 --> 00:19:45.432
I think about, you know,

00:19:46.313 --> 00:19:49.776
my car with the dog and I

00:19:49.796 --> 00:19:51.616
get in it and I don't really notice.

00:19:51.676 --> 00:19:52.538
And then my kid gets in,

00:19:52.557 --> 00:19:53.739
it hasn't been in a week and it's like,

00:19:53.919 --> 00:19:55.640
Oh, you need to clean your car out.

00:19:56.200 --> 00:19:56.441
Right.

00:19:57.161 --> 00:19:58.682
You get habituated and you

00:19:58.701 --> 00:20:00.042
don't really notice those things,

00:20:00.123 --> 00:20:00.784
but yeah,

00:20:00.804 --> 00:20:02.265
maybe the plants dying out front,

00:20:02.305 --> 00:20:02.765
maybe the, the,

00:20:03.952 --> 00:20:05.074
parking lot looks bad maybe

00:20:05.114 --> 00:20:06.574
your front door needs to be

00:20:06.614 --> 00:20:07.535
clean I don't know but

00:20:08.035 --> 00:20:08.796
that's what you're looking

00:20:08.915 --> 00:20:11.017
at with fresh eyes that's

00:20:11.057 --> 00:20:13.617
uncomfortable though right

00:20:13.637 --> 00:20:15.159
totally because you might

00:20:15.419 --> 00:20:16.640
own you might have to own

00:20:16.660 --> 00:20:17.680
like oh I haven't really

00:20:17.920 --> 00:20:19.121
taken care of the outside

00:20:19.320 --> 00:20:20.101
but that's uncomfortable

00:20:20.121 --> 00:20:21.102
but that's where the change

00:20:21.182 --> 00:20:22.021
is that's where the magic

00:20:22.142 --> 00:20:23.803
is right growth is

00:20:23.843 --> 00:20:25.624
uncomfortable correct right

00:20:25.903 --> 00:20:27.025
any change is uncomfortable

00:20:28.423 --> 00:20:29.982
There's an old Spanish saying,

00:20:31.703 --> 00:20:33.104
may nothing new arise or

00:20:33.144 --> 00:20:34.384
something like that.

00:20:34.403 --> 00:20:38.464
Yeah, it's part of our psychology.

00:20:38.505 --> 00:20:39.924
We want things to be steady

00:20:40.345 --> 00:20:41.046
and predictable.

00:20:41.465 --> 00:20:42.125
And the world isn't.

00:20:43.125 --> 00:20:44.625
And we see that reflected in

00:20:44.665 --> 00:20:45.567
people's reactions and all

00:20:45.586 --> 00:20:46.106
kinds of things.

00:20:46.146 --> 00:20:47.686
And we try to control

00:20:48.386 --> 00:20:49.307
whatever we can control,

00:20:49.346 --> 00:20:50.567
maybe ignore some other stuff.

00:20:52.788 --> 00:20:54.288
Yeah, so to your point,

00:20:54.949 --> 00:20:56.289
stepping back and really

00:20:56.410 --> 00:20:57.871
thinking about things from

00:20:57.911 --> 00:20:59.050
the patient perspective,

00:20:59.611 --> 00:21:01.271
asking them why you like us,

00:21:01.432 --> 00:21:02.792
and then thinking about, okay,

00:21:03.313 --> 00:21:04.753
I want to do more of that.

00:21:06.214 --> 00:21:07.575
Every step of that is uncomfortable.

00:21:08.455 --> 00:21:08.655
Right?

00:21:09.175 --> 00:21:10.036
Asking for feedback.

00:21:10.936 --> 00:21:12.377
Well, even even positive, like,

00:21:12.617 --> 00:21:13.778
why did you choose this?

00:21:13.857 --> 00:21:14.858
It can be comfortable.

00:21:15.338 --> 00:21:16.500
And then saying, Oh, well,

00:21:16.519 --> 00:21:17.480
we're going to take that thing,

00:21:17.500 --> 00:21:18.500
and we're going to dial it

00:21:18.580 --> 00:21:19.840
up and be more different.

00:21:20.842 --> 00:21:21.301
uncomfortable.

00:21:22.809 --> 00:21:23.049
Right.

00:21:23.210 --> 00:21:27.351
So, so yeah, but that's also where, I mean,

00:21:27.371 --> 00:21:28.932
that's why you became a business owner,

00:21:29.491 --> 00:21:29.711
right?

00:21:29.872 --> 00:21:30.732
For all the folks that are

00:21:30.792 --> 00:21:32.113
out there running their own practice,

00:21:33.073 --> 00:21:34.933
you didn't like something

00:21:35.874 --> 00:21:37.315
that was going on where you were,

00:21:37.694 --> 00:21:38.775
you wanted to change,

00:21:39.174 --> 00:21:40.316
you wanted to do it better.

00:21:41.476 --> 00:21:42.635
So you're already a step or

00:21:42.675 --> 00:21:45.576
two ahead in that, you know,

00:21:45.636 --> 00:21:46.478
willingness to be

00:21:46.538 --> 00:21:47.617
uncomfortable to take risks.

00:21:50.119 --> 00:21:51.701
And that – so a lot of – I'm

00:21:51.760 --> 00:21:52.561
imagining anyway.

00:21:52.642 --> 00:21:53.383
Correct me if I'm wrong.

00:21:53.442 --> 00:21:54.143
A lot of what you're doing

00:21:54.163 --> 00:21:54.763
when you're working with

00:21:54.784 --> 00:21:57.105
business owners is they

00:21:57.125 --> 00:21:58.547
took a risk opening a business.

00:21:58.686 --> 00:21:59.586
And then you get there,

00:22:00.048 --> 00:22:01.388
and then you're like, oh, my God.

00:22:01.729 --> 00:22:02.829
This is kind of on me,

00:22:02.849 --> 00:22:03.851
and I need to remember – I

00:22:04.211 --> 00:22:05.551
need to work on all these things.

00:22:05.971 --> 00:22:07.794
I envision somebody spinning plates,

00:22:08.233 --> 00:22:08.453
right?

00:22:09.275 --> 00:22:13.397
But before I went into it, I was thinking,

00:22:13.778 --> 00:22:14.838
I'm going to be so different.

00:22:14.858 --> 00:22:15.680
I'm going to be so different.

00:22:15.700 --> 00:22:16.661
Then you get there, and you're like –

00:22:17.381 --> 00:22:17.780
Oh my God.

00:22:18.142 --> 00:22:19.883
I envision someone who is

00:22:19.962 --> 00:22:20.723
laying on the deck of a

00:22:20.784 --> 00:22:23.286
boat experiencing sea sickness.

00:22:23.605 --> 00:22:24.787
We just need to make it go steady.

00:22:24.807 --> 00:22:26.288
Like you said, nothing new arises.

00:22:27.087 --> 00:22:29.049
And it's hard to be creative.

00:22:29.089 --> 00:22:29.769
It's hard to have

00:22:29.931 --> 00:22:32.452
flexibility unless you have

00:22:32.633 --> 00:22:35.515
stability in at least some

00:22:35.535 --> 00:22:36.115
of those things.

00:22:36.556 --> 00:22:37.817
So you have to at least have

00:22:37.896 --> 00:22:39.157
some of those plates that are...

00:22:40.278 --> 00:22:41.319
Someone else is taking care

00:22:41.359 --> 00:22:42.500
of them because that's an option, too.

00:22:42.560 --> 00:22:43.922
You hire people who are

00:22:43.981 --> 00:22:45.182
better at some of the

00:22:45.403 --> 00:22:47.203
plates spinning than you are.

00:22:47.263 --> 00:22:47.845
And you say you're

00:22:47.865 --> 00:22:49.025
responsible for these six.

00:22:49.465 --> 00:22:50.787
I'm going to be responsible for these six.

00:22:51.547 --> 00:22:52.847
I can't be responsible for anything.

00:22:52.887 --> 00:22:53.848
So I'm imagining a lot of

00:22:53.909 --> 00:22:55.630
what you do is like psychological.

00:22:55.730 --> 00:22:56.431
You're dealing with their

00:22:56.451 --> 00:22:58.132
psychology on risk and

00:22:58.192 --> 00:23:01.433
understanding if not taking

00:23:01.453 --> 00:23:02.275
a risk is riskier.

00:23:03.635 --> 00:23:03.855
Right.

00:23:04.477 --> 00:23:04.696
It is.

00:23:05.798 --> 00:23:07.479
It is because the environment's changing.

00:23:09.182 --> 00:23:10.324
Things are shifting around you.

00:23:10.384 --> 00:23:12.125
So yes, you're absolutely right.

00:23:12.144 --> 00:23:12.986
And I think it's hilarious

00:23:13.006 --> 00:23:13.846
you said the plate spinning.

00:23:13.866 --> 00:23:16.009
I literally have the video

00:23:16.249 --> 00:23:17.410
of Eric Brim and the Ed

00:23:17.450 --> 00:23:18.951
Sullivan show on my desktop

00:23:18.990 --> 00:23:19.852
because I use it.

00:23:19.912 --> 00:23:22.614
Yeah, because people feel that way.

00:23:24.135 --> 00:23:26.116
And it's not even just business owners,

00:23:26.176 --> 00:23:26.356
right?

00:23:26.837 --> 00:23:27.939
But think of it this way.

00:23:28.960 --> 00:23:30.461
We are all in a state of overwhelm.

00:23:31.422 --> 00:23:32.603
There's too much stuff

00:23:32.663 --> 00:23:34.765
coming at us all the time.

00:23:36.123 --> 00:23:37.044
And we escape through

00:23:37.544 --> 00:23:38.744
scrolling through social

00:23:38.765 --> 00:23:39.986
media or watching Netflix

00:23:40.086 --> 00:23:42.867
or playing a game or getting outside.

00:23:42.887 --> 00:23:44.269
There are healthier options,

00:23:44.328 --> 00:23:45.849
there are unhealthy options,

00:23:45.869 --> 00:23:46.230
all the rest.

00:23:46.269 --> 00:23:48.030
But we do things to try to

00:23:48.050 --> 00:23:50.011
kind of decompress.

00:23:51.792 --> 00:23:52.433
The business owners,

00:23:52.473 --> 00:23:53.233
that's taken to a whole

00:23:53.294 --> 00:23:56.777
other level because this is

00:23:56.797 --> 00:23:58.298
another premise that a lot

00:23:58.337 --> 00:23:59.337
of people kind of miss.

00:24:00.898 --> 00:24:02.539
Going from five employees to

00:24:02.539 --> 00:24:04.981
10 employees is not double the complexity,

00:24:05.001 --> 00:24:05.122
right?

00:24:06.982 --> 00:24:07.303
Okay,

00:24:07.363 --> 00:24:08.324
help me understand what you mean by that.

00:24:08.403 --> 00:24:10.765
I think I agree, but... Well,

00:24:10.984 --> 00:24:11.885
you will in a second.

00:24:11.965 --> 00:24:14.347
I can do this other camera

00:24:14.387 --> 00:24:15.188
and draw it out too,

00:24:15.228 --> 00:24:16.068
but if you think about it,

00:24:16.568 --> 00:24:17.388
you have two people,

00:24:17.429 --> 00:24:20.431
you have two arrows of communication,

00:24:20.471 --> 00:24:21.652
two directions of communication, right?

00:24:22.031 --> 00:24:22.772
Correct.

00:24:23.133 --> 00:24:24.354
You have three people, you have six.

00:24:26.894 --> 00:24:27.055
Right,

00:24:27.075 --> 00:24:28.256
you can conceptualize that pretty

00:24:28.296 --> 00:24:28.615
quickly.

00:24:28.655 --> 00:24:29.376
We don't have to draw it.

00:24:29.797 --> 00:24:31.018
You have five people, though,

00:24:31.057 --> 00:24:31.498
and you have 20.

00:24:31.498 --> 00:24:35.759
Okay, you have 10 people, you have 90.

00:24:38.330 --> 00:24:40.913
and the complexity increases

00:24:40.933 --> 00:24:42.075
uh you know at a

00:24:42.115 --> 00:24:46.138
logarithmic rate so some

00:24:46.679 --> 00:24:47.579
every business owner I know

00:24:47.619 --> 00:24:49.362
gets stuck somewhere right

00:24:49.442 --> 00:24:51.584
and the typical milestones

00:24:51.805 --> 00:24:54.126
are generally around excuse

00:24:54.166 --> 00:24:55.748
me solo like one one to two

00:24:56.288 --> 00:24:59.092
five ten yeah oh there you

00:24:59.112 --> 00:25:00.973
go there's that graphic for

00:25:00.993 --> 00:25:01.894
the for the live streamers

00:25:02.698 --> 00:25:04.161
I usually start drawing it.

00:25:04.260 --> 00:25:05.442
So no, this is perfect.

00:25:06.845 --> 00:25:07.226
Well, hang on.

00:25:07.246 --> 00:25:08.807
That's not even necessarily correct though,

00:25:09.169 --> 00:25:10.791
because the five people,

00:25:10.951 --> 00:25:12.134
it's 10 connections,

00:25:12.634 --> 00:25:14.277
but each of those arrows goes both ways.

00:25:15.108 --> 00:25:15.789
So you can double it.

00:25:16.430 --> 00:25:17.411
Double the connections.

00:25:17.451 --> 00:25:17.770
Yeah.

00:25:18.191 --> 00:25:19.392
And that's why with 10 people, it's 90.

00:25:20.112 --> 00:25:20.352
Right.

00:25:20.712 --> 00:25:22.292
And yeah.

00:25:22.453 --> 00:25:26.615
So, you know, with 21, it's 410 or 420.

00:25:26.976 --> 00:25:27.616
Right.

00:25:27.916 --> 00:25:29.538
So it's crazy how many

00:25:31.138 --> 00:25:32.339
opportunities there are for

00:25:32.359 --> 00:25:33.339
things to break down.

00:25:33.799 --> 00:25:35.260
Because because and here's

00:25:35.280 --> 00:25:36.001
my favorite quote,

00:25:36.241 --> 00:25:37.923
which is the I'm going to

00:25:37.942 --> 00:25:38.542
screw up the quote,

00:25:38.563 --> 00:25:39.364
but you'll get the idea,

00:25:39.403 --> 00:25:41.224
which is the worst part in

00:25:41.244 --> 00:25:42.125
communication is when you

00:25:42.184 --> 00:25:42.905
think it's occurred.

00:25:45.346 --> 00:25:45.807
I said it.

00:25:45.906 --> 00:25:46.467
Can you hear me?

00:25:46.507 --> 00:25:47.147
And you're like, yeah.

00:25:47.248 --> 00:25:48.288
I just had a conversation

00:25:48.307 --> 00:25:49.268
with a company I work with.

00:25:49.867 --> 00:25:52.568
And the problem was the app

00:25:52.729 --> 00:25:54.670
that they use uses a jargon

00:25:54.710 --> 00:25:57.471
word that means something

00:25:57.510 --> 00:25:58.851
different to everybody else.

00:25:59.451 --> 00:26:00.692
The word was landing page.

00:26:01.271 --> 00:26:02.892
But really, it was like intake form.

00:26:02.932 --> 00:26:04.992
It was like a pop-up like, oh,

00:26:05.012 --> 00:26:05.992
do you want this email?

00:26:06.093 --> 00:26:07.093
You want to sign up for our emails?

00:26:07.512 --> 00:26:09.173
And I was like, design a landing page.

00:26:09.193 --> 00:26:10.074
And she's like, I did.

00:26:10.314 --> 00:26:11.555
And for weeks, we're like,

00:26:11.634 --> 00:26:12.815
why isn't this thing working?

00:26:13.507 --> 00:26:14.888
She didn't design what I was asking.

00:26:15.048 --> 00:26:16.871
So we thought communication occurred.

00:26:17.371 --> 00:26:19.113
And that's two weeks of

00:26:19.212 --> 00:26:20.013
missed opportunities,

00:26:20.034 --> 00:26:21.035
which is not a small thing

00:26:21.055 --> 00:26:22.737
if you're trying to run a damn business.

00:26:23.438 --> 00:26:23.617
Right.

00:26:23.858 --> 00:26:25.941
And that's why those arrows

00:26:26.020 --> 00:26:26.821
go both directions.

00:26:27.689 --> 00:26:28.308
Also correct.

00:26:28.390 --> 00:26:28.670
Yes.

00:26:29.049 --> 00:26:29.310
Right.

00:26:29.431 --> 00:26:29.651
Yeah.

00:26:30.051 --> 00:26:31.032
So yeah,

00:26:31.073 --> 00:26:32.334
and I think you're absolutely right.

00:26:32.374 --> 00:26:33.776
And this is why we need to

00:26:33.935 --> 00:26:35.458
ask the question, like,

00:26:35.518 --> 00:26:37.580
explain back to me, you know, I mean,

00:26:37.621 --> 00:26:39.723
that's something we don't get in school,

00:26:39.844 --> 00:26:40.084
right?

00:26:40.183 --> 00:26:41.586
Now, if you practice for a while,

00:26:42.046 --> 00:26:43.367
you figure it out, or you learn it,

00:26:43.387 --> 00:26:44.568
or you learn it from somebody else.

00:26:44.869 --> 00:26:44.950
And

00:26:45.931 --> 00:26:48.032
some of the better run organizations,

00:26:48.093 --> 00:26:49.753
they put it as part of their training,

00:26:50.273 --> 00:26:53.436
but you want to ask the patient, right?

00:26:53.836 --> 00:26:54.877
How does that sound to you?

00:26:55.117 --> 00:26:56.098
How do you understand it?

00:26:56.179 --> 00:26:57.079
Repeat back to me what you

00:26:57.099 --> 00:26:57.819
think the plan is.

00:26:58.340 --> 00:27:00.261
You know, what's wrong with that plan?

00:27:00.321 --> 00:27:00.682
In other words,

00:27:00.701 --> 00:27:01.742
what's not going to work for you?

00:27:01.863 --> 00:27:03.565
Not my clinical decision is wrong,

00:27:03.724 --> 00:27:05.665
but how's it going to fit with your life?

00:27:06.086 --> 00:27:07.587
We're not taught to do that.

00:27:07.607 --> 00:27:08.769
So all the communication stuff

00:27:10.094 --> 00:27:11.474
actually for a lot of the

00:27:11.575 --> 00:27:13.316
folks that you're that

00:27:13.355 --> 00:27:14.336
we're talking about talking

00:27:14.396 --> 00:27:16.417
to that is one of the

00:27:16.478 --> 00:27:17.598
things or the thing that

00:27:17.638 --> 00:27:20.621
they're most known for but

00:27:21.721 --> 00:27:23.202
they're good and again the

00:27:23.242 --> 00:27:24.604
bar's not set terribly high

00:27:24.663 --> 00:27:25.203
think about the

00:27:25.263 --> 00:27:26.065
interactions you had with

00:27:26.085 --> 00:27:26.965
your doctor with their

00:27:26.986 --> 00:27:28.567
front desk or the dentist or anybody else

00:27:29.648 --> 00:27:30.809
you can still be better than

00:27:30.829 --> 00:27:32.830
everybody else and still be

00:27:32.891 --> 00:27:35.352
kind of not so good or okay.

00:27:35.632 --> 00:27:37.692
Or maybe I'm better than average,

00:27:37.712 --> 00:27:38.713
but average really stinks.

00:27:39.153 --> 00:27:39.773
Right.

00:27:40.575 --> 00:27:42.015
So how do you take that to the next level?

00:27:42.154 --> 00:27:44.537
And we're talking about this

00:27:44.576 --> 00:27:45.636
customer experience and

00:27:45.757 --> 00:27:46.938
creating because when you

00:27:46.978 --> 00:27:48.278
do that and you make it amazing,

00:27:48.878 --> 00:27:50.159
you create those raving fans,

00:27:50.219 --> 00:27:51.160
you create the evangelists,

00:27:51.180 --> 00:27:52.259
they go out and tell other people,

00:27:52.780 --> 00:27:54.842
it generates more patience,

00:27:54.882 --> 00:27:56.382
your business grows, right?

00:27:58.939 --> 00:28:01.340
But until you go back and

00:28:01.381 --> 00:28:04.682
really think about that critically,

00:28:04.742 --> 00:28:07.005
and again, get uncomfortable, right?

00:28:07.025 --> 00:28:07.805
Because I brought this up to

00:28:07.825 --> 00:28:09.487
a couple of clients and one

00:28:09.507 --> 00:28:11.087
in particular kind of got a

00:28:11.127 --> 00:28:11.748
little defensive.

00:28:11.768 --> 00:28:12.108
They're like, well,

00:28:12.128 --> 00:28:13.108
we already do a great job.

00:28:13.128 --> 00:28:13.429
I'm like, well,

00:28:13.449 --> 00:28:14.630
do you have openings on your schedule?

00:28:14.670 --> 00:28:15.090
Well, yeah,

00:28:15.131 --> 00:28:16.332
we had just been talking about that.

00:28:16.352 --> 00:28:17.612
I knew the answer, right?

00:28:17.893 --> 00:28:20.173
But I'm like, why?

00:28:20.974 --> 00:28:22.635
Could you do better, right?

00:28:22.955 --> 00:28:23.936
And one of the things to,

00:28:24.076 --> 00:28:24.877
like when you're coaching

00:28:24.897 --> 00:28:25.577
and working with,

00:28:25.637 --> 00:28:26.298
whether it's a business

00:28:26.338 --> 00:28:27.539
owner or an employee or whomever,

00:28:28.648 --> 00:28:28.848
To me,

00:28:29.108 --> 00:28:30.451
do the best athletes in the world

00:28:30.490 --> 00:28:31.010
have a coach?

00:28:31.951 --> 00:28:32.432
Absolutely.

00:28:33.792 --> 00:28:34.653
But they're already the best.

00:28:36.115 --> 00:28:36.836
That's how I got there.

00:28:36.895 --> 00:28:37.876
And that's how I want to stay there.

00:28:37.977 --> 00:28:38.896
That's how I want to improve.

00:28:40.117 --> 00:28:40.558
Exactly.

00:28:40.618 --> 00:28:43.320
Because at some point in the process,

00:28:43.361 --> 00:28:44.902
at some point in their

00:28:45.383 --> 00:28:49.006
growth and evolution as an individual,

00:28:49.066 --> 00:28:49.705
as an athlete,

00:28:50.247 --> 00:28:51.667
they stopped competing

00:28:51.728 --> 00:28:52.788
against other people.

00:28:54.076 --> 00:28:55.057
want to be better than they

00:28:55.096 --> 00:28:56.817
were yesterday right and

00:28:57.417 --> 00:28:58.278
and by the way those are

00:28:58.298 --> 00:28:59.419
the I mean you think about

00:28:59.459 --> 00:29:00.359
your patients and stuff

00:29:00.799 --> 00:29:01.520
they're not worried about

00:29:01.540 --> 00:29:02.421
what that guy's doing or

00:29:02.461 --> 00:29:03.461
this person I want to be

00:29:03.501 --> 00:29:04.281
better I want to get back

00:29:04.321 --> 00:29:05.482
to you right those are the

00:29:05.522 --> 00:29:06.584
folks I love working with

00:29:06.663 --> 00:29:08.664
because it's it's fun we're

00:29:08.684 --> 00:29:09.986
not referencing and

00:29:10.046 --> 00:29:12.106
comparing and anxious about

00:29:12.626 --> 00:29:13.587
anybody else they're

00:29:13.647 --> 00:29:14.347
they're hyper focused on

00:29:15.949 --> 00:29:17.289
Yeah, we do a great job.

00:29:17.710 --> 00:29:18.671
Yes, I have a great team.

00:29:19.070 --> 00:29:20.271
How do I find more of those people?

00:29:20.311 --> 00:29:21.573
How do I make the experience

00:29:21.613 --> 00:29:22.472
for the patients?

00:29:22.492 --> 00:29:23.574
And then we're going to flip

00:29:23.594 --> 00:29:25.015
the coin in a second,

00:29:25.335 --> 00:29:26.455
but for the patients be

00:29:26.715 --> 00:29:28.817
even better so that nobody

00:29:28.856 --> 00:29:30.278
even has a chance of catching up to us,

00:29:30.958 --> 00:29:31.159
right?

00:29:31.459 --> 00:29:32.680
And then the next part,

00:29:32.700 --> 00:29:35.800
because the other company I

00:29:36.142 --> 00:29:37.402
have started in the last

00:29:37.422 --> 00:29:38.303
year is PT Match.

00:29:38.722 --> 00:29:39.884
We do matchmaking recruiting

00:29:40.003 --> 00:29:41.505
for PT practices and therapists.

00:29:45.267 --> 00:29:46.627
The team members,

00:29:46.667 --> 00:29:48.608
your employees are your other customer.

00:29:49.910 --> 00:29:51.471
And everything we talk about

00:29:51.490 --> 00:29:52.411
in the customer experience

00:29:52.451 --> 00:29:53.872
side of things applies to

00:29:53.912 --> 00:29:54.712
your internal team.

00:29:56.614 --> 00:29:57.815
What's your most effective,

00:29:57.875 --> 00:30:00.056
most powerful recruiting tool?

00:30:00.675 --> 00:30:01.676
People who are already on your team?

00:30:02.693 --> 00:30:02.933
Yeah.

00:30:03.114 --> 00:30:04.335
Your current staff telling

00:30:04.375 --> 00:30:07.018
people how great it is.

00:30:07.478 --> 00:30:07.698
Yeah.

00:30:07.718 --> 00:30:08.699
I mean, they have classmates,

00:30:08.719 --> 00:30:09.940
they have friends who are therapists.

00:30:09.960 --> 00:30:10.420
They go out,

00:30:10.800 --> 00:30:11.682
somebody starts bitching about

00:30:11.701 --> 00:30:12.642
their job and complaining

00:30:12.682 --> 00:30:13.423
about this or that.

00:30:13.843 --> 00:30:16.305
They go, oh, that's not like where I work.

00:30:16.925 --> 00:30:17.185
Right.

00:30:17.906 --> 00:30:18.867
Over here, we do this.

00:30:20.509 --> 00:30:21.809
Management does this and this.

00:30:21.890 --> 00:30:23.191
They're great to us, whatever.

00:30:25.012 --> 00:30:25.873
Those folks are going to

00:30:25.913 --> 00:30:26.733
want to come work for you.

00:30:28.075 --> 00:30:28.234
Right.

00:30:30.144 --> 00:30:31.945
It is, you mentioned the thing earlier,

00:30:31.986 --> 00:30:33.786
it's uncomfortable, right?

00:30:34.385 --> 00:30:35.465
But when you really confront

00:30:35.526 --> 00:30:36.526
it and you really start to

00:30:36.567 --> 00:30:38.406
get the flywheel going, by the way,

00:30:38.446 --> 00:30:40.586
it is a flywheel, it's hard to get going,

00:30:41.268 --> 00:30:41.508
right?

00:30:41.948 --> 00:30:43.428
But once it's rolling and

00:30:43.468 --> 00:30:45.028
you wanna make it go a little faster,

00:30:45.147 --> 00:30:46.328
you wanna make improvements,

00:30:47.469 --> 00:30:49.528
you can keep adding on, adding on,

00:30:49.628 --> 00:30:51.789
adding on, and yeah,

00:30:51.849 --> 00:30:52.849
you're way ahead of the

00:30:52.890 --> 00:30:54.369
competition and in a place

00:30:54.390 --> 00:30:55.871
where it's very difficult

00:30:55.911 --> 00:30:57.310
for them to catch up to you.

00:30:58.387 --> 00:30:58.808
All right.

00:30:58.848 --> 00:31:00.851
So what's the next step then?

00:31:01.372 --> 00:31:03.294
If someone says we already

00:31:03.334 --> 00:31:04.414
have a great word of mouth,

00:31:07.638 --> 00:31:08.460
that's a great question.

00:31:09.079 --> 00:31:10.402
Like you said, our clinic's great.

00:31:10.422 --> 00:31:11.042
We're great.

00:31:11.824 --> 00:31:12.704
Everything is great.

00:31:13.726 --> 00:31:14.467
The experience.

00:31:14.507 --> 00:31:15.347
People rave about us.

00:31:16.086 --> 00:31:17.106
Yeah, that's too generic.

00:31:17.507 --> 00:31:18.127
About what?

00:31:21.167 --> 00:31:24.068
Because if you don't know that, right?

00:31:24.328 --> 00:31:25.990
Or maybe you know it,

00:31:26.029 --> 00:31:27.109
but it isn't top of mind

00:31:27.130 --> 00:31:27.950
and you're thinking, well, no,

00:31:27.990 --> 00:31:28.770
we get great ratings.

00:31:29.310 --> 00:31:29.931
About what?

00:31:30.451 --> 00:31:32.951
What is it that allows you or empowers,

00:31:33.011 --> 00:31:35.612
enables people to refer somebody?

00:31:36.133 --> 00:31:37.452
That what stands out?

00:31:37.532 --> 00:31:38.192
How do you stand?

00:31:38.232 --> 00:31:39.313
And I like to say stand

00:31:39.393 --> 00:31:41.554
apart instead of stands out, right?

00:31:41.574 --> 00:31:43.914
And I have one of my presentations,

00:31:43.934 --> 00:31:44.154
I have a

00:31:44.934 --> 00:31:46.875
picture of penguins right

00:31:46.915 --> 00:31:48.256
this giant group of

00:31:48.276 --> 00:31:49.416
penguins if you want to be

00:31:49.436 --> 00:31:50.436
the tallest penguin it

00:31:50.477 --> 00:31:51.356
doesn't really matter that

00:31:51.376 --> 00:31:53.538
much yeah right I tell my

00:31:53.577 --> 00:31:54.719
clients I want you to be a

00:31:54.898 --> 00:31:56.459
flamingo right or a

00:31:56.499 --> 00:31:58.759
chimpanzee in in the crowd

00:31:58.779 --> 00:31:59.961
of penguins right that

00:32:00.020 --> 00:32:01.240
stands apart from the crowd

00:32:01.681 --> 00:32:03.102
that's qualitatively

00:32:03.221 --> 00:32:06.222
different people will notice

00:32:07.361 --> 00:32:08.301
Again, uncomfortable.

00:32:08.942 --> 00:32:11.203
I don't want to create controversy because,

00:32:11.683 --> 00:32:13.105
you know, anytime that you do that,

00:32:13.164 --> 00:32:14.346
by the way, and I mean,

00:32:14.365 --> 00:32:15.066
you've seen this and you

00:32:15.125 --> 00:32:16.326
can come up with examples too.

00:32:17.428 --> 00:32:19.528
When people love me that much,

00:32:19.990 --> 00:32:20.769
there are other people who

00:32:20.809 --> 00:32:21.590
hate me that much.

00:32:22.090 --> 00:32:22.310
Yeah.

00:32:23.412 --> 00:32:25.512
You know, and, or don't like,

00:32:25.594 --> 00:32:27.194
or don't want to be associated with.

00:32:27.234 --> 00:32:28.576
So again, we try to peanut butter it.

00:32:28.635 --> 00:32:30.277
We try to be inoffensive so

00:32:30.297 --> 00:32:31.396
that we never get a bad review.

00:32:31.877 --> 00:32:32.038
Dude,

00:32:32.057 --> 00:32:33.679
if I get a bad review for the right

00:32:33.739 --> 00:32:34.199
reasons.

00:32:34.680 --> 00:32:35.000
Great.

00:32:36.000 --> 00:32:36.421
Totally.

00:32:37.241 --> 00:32:38.522
I have a recurring social

00:32:38.563 --> 00:32:40.462
media post on a one-star

00:32:41.384 --> 00:32:44.065
iTunes review or Apple Podcast review.

00:32:44.865 --> 00:32:45.305
It's great.

00:32:45.365 --> 00:32:46.046
I'll share it again.

00:32:46.066 --> 00:32:47.506
It's reminding me to share it again.

00:32:47.645 --> 00:32:49.366
It was a woman who logged on

00:32:49.487 --> 00:32:52.067
to listen to her niece who

00:32:52.087 --> 00:32:52.989
was on my podcast.

00:32:53.048 --> 00:32:54.068
So the niece is a PT.

00:32:54.088 --> 00:32:54.848
This is just a woman.

00:32:55.609 --> 00:32:58.351
And her stereo was broken.

00:32:59.557 --> 00:33:02.679
So she only heard me and not

00:33:03.240 --> 00:33:04.721
the guest because something

00:33:04.740 --> 00:33:06.061
was wrong with her headphones.

00:33:06.622 --> 00:33:09.084
So she was like, great podcast, love it,

00:33:09.525 --> 00:33:11.006
but I could only hear the host.

00:33:11.266 --> 00:33:13.027
And I'm like, awesome.

00:33:13.448 --> 00:33:14.627
I could not have done it.

00:33:14.749 --> 00:33:15.929
I cannot come to your house

00:33:16.049 --> 00:33:17.049
to fix the stereo,

00:33:17.651 --> 00:33:19.132
but I'm glad you loved the

00:33:19.172 --> 00:33:21.232
half of conversation that you heard.

00:33:21.634 --> 00:33:22.954
So that's great.

00:33:23.654 --> 00:33:24.415
I want to go back to that.

00:33:25.998 --> 00:33:27.298
Let me give you some more examples, though,

00:33:27.318 --> 00:33:29.920
because I love this, right?

00:33:30.240 --> 00:33:31.641
Everybody's seen the meme

00:33:31.681 --> 00:33:34.722
with the sign outside the cafe, you know,

00:33:34.843 --> 00:33:35.742
the worst, you know,

00:33:35.782 --> 00:33:36.743
come on in for a cup of the

00:33:36.784 --> 00:33:38.904
worst coffee one woman on Yelp ever had.

00:33:39.384 --> 00:33:39.944
It's great.

00:33:40.125 --> 00:33:40.526
It's great.

00:33:40.885 --> 00:33:41.705
It's great.

00:33:42.567 --> 00:33:43.146
There's another one.

00:33:43.186 --> 00:33:43.626
If you haven't...

00:33:45.307 --> 00:33:46.469
You probably heard this,

00:33:46.509 --> 00:33:47.388
but you can go on YouTube

00:33:47.409 --> 00:33:51.111
and Google the Alamo Drafthouse review.

00:33:51.750 --> 00:33:52.931
This woman's really,

00:33:52.990 --> 00:33:54.132
really upset about they

00:33:54.172 --> 00:33:55.833
kicked her out for texting

00:33:56.452 --> 00:33:57.053
during the movie.

00:33:57.073 --> 00:34:01.015
She left a voicemail about it all,

00:34:01.194 --> 00:34:02.535
and they're like, yeah.

00:34:03.056 --> 00:34:04.115
At the end, it says, yeah,

00:34:04.135 --> 00:34:05.497
and you're not welcome back, texter.

00:34:05.856 --> 00:34:09.077
Because not their target company.

00:34:09.659 --> 00:34:10.458
It goes back to,

00:34:10.498 --> 00:34:11.418
and I think this was also

00:34:11.699 --> 00:34:12.760
Seth Godin who said,

00:34:14.838 --> 00:34:16.699
A brand or marketing,

00:34:17.300 --> 00:34:19.260
it says that people like us

00:34:19.800 --> 00:34:20.802
do things like this.

00:34:21.762 --> 00:34:23.003
So someone right now,

00:34:23.143 --> 00:34:23.963
there's a lot of people

00:34:24.003 --> 00:34:25.224
listening who have no idea

00:34:25.264 --> 00:34:26.626
what the Alamo Drafthouse is.

00:34:26.806 --> 00:34:28.286
I'll give you the five second view.

00:34:29.108 --> 00:34:30.608
It's a movie theater.

00:34:30.889 --> 00:34:31.648
And a lot of times, I mean,

00:34:31.668 --> 00:34:32.750
the one I went to had like,

00:34:32.769 --> 00:34:34.311
I think they were like car seats.

00:34:34.331 --> 00:34:35.632
So it felt like it was like a drive-in,

00:34:35.911 --> 00:34:36.172
right?

00:34:36.251 --> 00:34:37.052
Like, but indoors.

00:34:37.552 --> 00:34:38.773
And they sold and they would

00:34:38.793 --> 00:34:40.414
deliver food and alcohol to your seats.

00:34:40.934 --> 00:34:41.476
So it was really,

00:34:41.496 --> 00:34:42.597
it's a movie theater for sort of adults,

00:34:42.757 --> 00:34:44.097
a little upscale.

00:34:44.838 --> 00:34:45.757
So this fits.

00:34:46.978 --> 00:34:48.818
People like us really enjoy

00:34:48.898 --> 00:34:50.619
movies and watching them.

00:34:50.840 --> 00:34:51.659
We don't mind a little

00:34:51.699 --> 00:34:52.440
interruption because, hey,

00:34:52.460 --> 00:34:53.481
I want a beer and the beer

00:34:53.501 --> 00:34:54.701
will come over quietly.

00:34:55.262 --> 00:34:56.641
But if you're going to sit here and text,

00:34:56.981 --> 00:34:57.181
dude,

00:34:57.222 --> 00:34:59.682
get out because people like us dig

00:34:59.782 --> 00:35:00.543
things like this.

00:35:00.963 --> 00:35:02.623
And if you're not with us, get out.

00:35:02.943 --> 00:35:04.324
And so what they're doing is

00:35:04.344 --> 00:35:05.724
they're just planting a flag in.

00:35:05.864 --> 00:35:06.726
This is what we're about.

00:35:07.166 --> 00:35:07.846
That's what we are.

00:35:07.885 --> 00:35:09.126
And this is you know what?

00:35:09.186 --> 00:35:10.427
No, I can correct my statement.

00:35:10.887 --> 00:35:11.766
They are planting a flag

00:35:11.786 --> 00:35:13.608
saying that's what we're not about.

00:35:14.047 --> 00:35:14.949
We're about this.

00:35:15.208 --> 00:35:16.528
We're definitely not about that.

00:35:16.869 --> 00:35:17.489
Hit the bricks.

00:35:18.831 --> 00:35:19.210
You got it.

00:35:19.791 --> 00:35:20.492
It's exactly it.

00:35:20.592 --> 00:35:21.291
And again,

00:35:22.072 --> 00:35:23.393
not everybody's going to like that.

00:35:23.552 --> 00:35:24.213
And not everybody's going to

00:35:24.233 --> 00:35:24.994
like that they put that on

00:35:25.014 --> 00:35:26.875
their YouTube channel and

00:35:26.894 --> 00:35:28.255
broadcast on social media.

00:35:29.456 --> 00:35:29.836
Fine,

00:35:29.996 --> 00:35:31.257
because the people who don't like that,

00:35:32.932 --> 00:35:33.954
We don't want them in here anyway.

00:35:34.574 --> 00:35:36.476
I want to go back to something you said,

00:35:36.996 --> 00:35:38.197
which I think is a great

00:35:38.318 --> 00:35:40.460
question that I know practice owners,

00:35:40.641 --> 00:35:41.521
I would suggest practice

00:35:41.541 --> 00:35:42.682
owners ask themselves,

00:35:42.822 --> 00:35:44.284
which is... And I like when

00:35:44.304 --> 00:35:45.945
people ask situational questions.

00:35:46.507 --> 00:35:47.327
You said earlier...

00:35:49.164 --> 00:35:49.965
people are going to talk

00:35:50.005 --> 00:35:50.844
about three things when

00:35:50.864 --> 00:35:52.186
they get around the dinner table tonight.

00:35:52.286 --> 00:35:53.467
So it's like, boom, without it.

00:35:53.626 --> 00:35:53.887
It's like,

00:35:54.007 --> 00:35:55.407
I'm already picturing a family

00:35:55.467 --> 00:35:56.369
or two people around the

00:35:56.389 --> 00:35:57.409
dinner table and they're

00:35:57.489 --> 00:35:58.050
each going to talk about

00:35:58.090 --> 00:35:59.090
three things or maybe three

00:35:59.130 --> 00:36:00.490
things total might only be

00:36:00.530 --> 00:36:01.851
talked about during dinner tonight,

00:36:02.271 --> 00:36:02.492
right?

00:36:02.893 --> 00:36:04.172
How are you going to infiltrate them?

00:36:04.353 --> 00:36:05.733
I've asked similar questions

00:36:05.795 --> 00:36:08.195
before when I've worked

00:36:08.215 --> 00:36:09.197
with companies or we're

00:36:09.237 --> 00:36:10.456
doing promotional items.

00:36:11.018 --> 00:36:12.539
Everybody wants to buy, for some reason,

00:36:12.599 --> 00:36:13.539
and it's low-hanging fruit,

00:36:13.579 --> 00:36:14.199
so I'll pick on it.

00:36:14.719 --> 00:36:15.920
Everybody wants to make a t-shirt.

00:36:17.286 --> 00:36:17.967
They want to do a T-shirt.

00:36:18.007 --> 00:36:18.608
Do a 5K.

00:36:18.628 --> 00:36:19.128
We'll do a T-shirt.

00:36:19.148 --> 00:36:20.068
You know what we're going to do?

00:36:20.108 --> 00:36:21.449
We're going to have a booth at CSM.

00:36:21.469 --> 00:36:22.610
We're going to make some swag.

00:36:22.630 --> 00:36:23.492
We're going to do some T-shirts.

00:36:23.552 --> 00:36:24.492
And I go, here's the thing.

00:36:25.672 --> 00:36:28.414
I'm a dude like a pitching rotation.

00:36:28.795 --> 00:36:30.556
I have a drawer in my

00:36:30.597 --> 00:36:32.038
dresser that has T-shirts.

00:36:32.818 --> 00:36:33.759
So my question is,

00:36:34.019 --> 00:36:34.980
how are you going to crack

00:36:35.039 --> 00:36:36.802
the top 10 in my rotation?

00:36:37.161 --> 00:36:38.402
Because if you're not in the top 10,

00:36:38.402 --> 00:36:39.083
do you know where you are?

00:36:39.242 --> 00:36:41.204
You're in my garage in a box.

00:36:41.485 --> 00:36:43.646
So when I spill motor oil, I clean it up.

00:36:44.394 --> 00:36:46.737
So are you in the rotation?

00:36:46.818 --> 00:36:47.559
Do you matter?

00:36:47.579 --> 00:36:48.559
Or are you,

00:36:48.760 --> 00:36:50.402
I'll take it because it's a rag.

00:36:50.862 --> 00:36:51.764
So I think both of these

00:36:51.824 --> 00:36:54.887
situations are good for a couple reasons.

00:36:54.927 --> 00:36:55.568
Psychologically,

00:36:55.588 --> 00:36:57.451
it makes them not just say, hey,

00:36:57.510 --> 00:36:58.210
why are you great?

00:36:58.311 --> 00:36:58.972
I'm great because we have

00:36:59.012 --> 00:36:59.873
great customer service.

00:36:59.954 --> 00:37:00.534
And then you, of course,

00:37:00.554 --> 00:37:02.295
will be pushed back to like where, how,

00:37:02.356 --> 00:37:02.577
yada.

00:37:03.056 --> 00:37:04.398
But I like that image of the...

00:37:05.231 --> 00:37:05.711
People are going to talk

00:37:05.731 --> 00:37:07.114
about three things at dinner tonight.

00:37:07.614 --> 00:37:09.556
How are you going to become one of them?

00:37:10.056 --> 00:37:12.360
And evidence-based practice,

00:37:12.681 --> 00:37:14.663
having a doctorate, ain't it?

00:37:15.284 --> 00:37:16.125
That's not it.

00:37:16.204 --> 00:37:18.007
That is a slightly taller penguin,

00:37:18.086 --> 00:37:19.708
to use your vernacular there.

00:37:21.972 --> 00:37:23.773
It's if that right.

00:37:24.092 --> 00:37:25.293
And when you were talking

00:37:25.313 --> 00:37:26.614
about the slightly taller penguin,

00:37:26.954 --> 00:37:29.235
how do you flip everything on its head?

00:37:29.775 --> 00:37:30.735
The thing that came to mind

00:37:30.775 --> 00:37:32.155
first was the Savannah

00:37:32.175 --> 00:37:33.936
Bananas is they were given

00:37:33.976 --> 00:37:34.835
like a million and a half

00:37:34.896 --> 00:37:35.697
dollars in debt.

00:37:35.976 --> 00:37:37.317
And all you have is you're a

00:37:37.416 --> 00:37:39.458
triple A or double A baseball team.

00:37:39.478 --> 00:37:39.878
And they're like,

00:37:40.157 --> 00:37:41.398
how do we dig out of this hole?

00:37:41.898 --> 00:37:43.679
And his answer wasn't, you know,

00:37:43.858 --> 00:37:45.460
extra ketchup or anything.

00:37:45.820 --> 00:37:46.139
you know,

00:37:46.541 --> 00:37:48.481
let's make the fireworks go five

00:37:48.521 --> 00:37:49.061
minutes longer.

00:37:49.121 --> 00:37:49.501
He was like,

00:37:49.541 --> 00:37:51.322
let's turn everything upside down.

00:37:51.402 --> 00:37:52.523
Like, let's just be the,

00:37:52.963 --> 00:37:54.324
what do you not like about this?

00:37:54.804 --> 00:37:55.505
We're not going to do that.

00:37:55.565 --> 00:37:56.405
What do you love about it?

00:37:56.425 --> 00:37:57.427
We're going to 10 exit.

00:37:57.467 --> 00:37:58.606
We're going to a hundred exit.

00:37:59.568 --> 00:38:00.367
And just because you're in

00:38:00.427 --> 00:38:01.289
healthcare doesn't mean you

00:38:01.369 --> 00:38:02.188
can't do that.

00:38:02.369 --> 00:38:05.190
And people will listen to us and say like,

00:38:05.891 --> 00:38:06.891
well, we're not banana ball.

00:38:06.931 --> 00:38:07.672
We're serious.

00:38:07.931 --> 00:38:09.032
And I'm like, I understand,

00:38:09.092 --> 00:38:10.494
but you can give a great

00:38:10.534 --> 00:38:12.114
experience in a lot of different ways.

00:38:13.322 --> 00:38:15.302
Well, that's exactly right.

00:38:15.684 --> 00:38:15.903
Right.

00:38:16.443 --> 00:38:17.605
And this is where you want

00:38:17.644 --> 00:38:20.327
to embrace your uniqueness, right?

00:38:20.367 --> 00:38:20.786
You want,

00:38:20.887 --> 00:38:22.248
you want to double down on

00:38:22.307 --> 00:38:24.369
whatever it is that makes

00:38:24.409 --> 00:38:25.309
you a little bit different.

00:38:25.389 --> 00:38:26.550
You want to be more different,

00:38:27.210 --> 00:38:28.411
more different, correct?

00:38:28.472 --> 00:38:28.731
Yes.

00:38:29.793 --> 00:38:31.494
Leveling up that difference

00:38:32.074 --> 00:38:34.335
because for the right people,

00:38:35.137 --> 00:38:36.838
they are going to love you

00:38:36.938 --> 00:38:38.659
and they are going to tell their friends.

00:38:38.739 --> 00:38:39.800
And now you're starting to

00:38:39.840 --> 00:38:41.420
move into that realm of remarkability.

00:38:42.365 --> 00:38:44.166
you know, yeah,

00:38:44.206 --> 00:38:45.588
I like the specific challenge.

00:38:45.628 --> 00:38:47.228
And when you're thinking about that person,

00:38:47.789 --> 00:38:50.949
by the way, none of this, I mean,

00:38:51.351 --> 00:38:52.331
I desperately want our

00:38:52.351 --> 00:38:53.371
country to be a democracy.

00:38:53.891 --> 00:38:55.231
None of this stuff is a democracy.

00:38:55.512 --> 00:38:55.813
All right.

00:38:55.952 --> 00:38:57.893
Meaning that the most

00:38:57.974 --> 00:38:59.375
important people that

00:38:59.394 --> 00:38:59.875
you're going to be

00:38:59.914 --> 00:39:00.735
listening to around the

00:39:00.775 --> 00:39:01.516
customer experience,

00:39:01.536 --> 00:39:02.376
the most important people

00:39:02.396 --> 00:39:02.815
you're going to be

00:39:02.835 --> 00:39:04.257
designing the patient

00:39:04.277 --> 00:39:07.217
experience around are those people that,

00:39:07.838 --> 00:39:08.039
you know,

00:39:09.934 --> 00:39:10.976
however you define them.

00:39:11.016 --> 00:39:11.396
And by the way,

00:39:11.416 --> 00:39:12.737
that can be whatever it is for you.

00:39:12.797 --> 00:39:13.916
The common threads I see

00:39:13.956 --> 00:39:15.898
with a lot of therapists are, you know,

00:39:15.938 --> 00:39:16.798
they're motivated,

00:39:16.818 --> 00:39:18.519
they respect what we do,

00:39:18.980 --> 00:39:20.280
they want an alternative to

00:39:20.501 --> 00:39:22.141
surgery or medications or whatever.

00:39:22.902 --> 00:39:24.282
All of those things are really important.

00:39:24.302 --> 00:39:25.603
What I don't like, Jimmy,

00:39:26.655 --> 00:39:28.277
It's when the big corporate

00:39:28.317 --> 00:39:30.898
guys get up on stage at PPS

00:39:30.938 --> 00:39:32.380
or wherever and tell people

00:39:32.420 --> 00:39:33.659
that your target customer

00:39:33.699 --> 00:39:34.541
is a 40-year-old woman

00:39:34.561 --> 00:39:35.521
because she makes all the

00:39:35.541 --> 00:39:36.382
decisions in healthcare.

00:39:37.081 --> 00:39:38.063
Dude,

00:39:38.123 --> 00:39:39.664
put 140-year-old women together in a

00:39:39.704 --> 00:39:39.903
room.

00:39:41.525 --> 00:39:42.226
What do they agree on?

00:39:42.246 --> 00:39:45.067
I don't know, man.

00:39:45.248 --> 00:39:47.108
Not a whole lot.

00:39:47.128 --> 00:39:48.429
I'm trying to picture that chaos,

00:39:48.550 --> 00:39:49.190
but I don't know.

00:39:49.389 --> 00:39:49.929
I don't know that they'd

00:39:49.949 --> 00:39:50.550
agree on everything.

00:39:51.262 --> 00:39:51.742
Exactly.

00:39:52.123 --> 00:39:53.244
So how do you appeal to them?

00:39:53.764 --> 00:39:55.304
You end up peanut buttering again.

00:39:55.324 --> 00:39:56.346
You end up doing it.

00:39:56.706 --> 00:39:58.786
You're inoffensive.

00:39:58.947 --> 00:39:59.126
Right.

00:39:59.206 --> 00:39:59.947
Exactly.

00:39:59.987 --> 00:40:00.427
Yeah.

00:40:01.108 --> 00:40:01.327
Right.

00:40:01.748 --> 00:40:04.170
So so instead of that,

00:40:05.090 --> 00:40:06.311
start going back to.

00:40:06.490 --> 00:40:06.831
And by the way,

00:40:06.871 --> 00:40:09.472
this is freeing for a lot of my clients.

00:40:09.572 --> 00:40:10.572
We start talking about it.

00:40:10.632 --> 00:40:11.032
Initially,

00:40:11.052 --> 00:40:12.594
they're they're pushing back and

00:40:12.614 --> 00:40:13.353
they're confused and

00:40:13.373 --> 00:40:13.914
they're trying to get their

00:40:13.934 --> 00:40:14.355
head around it.

00:40:14.954 --> 00:40:16.418
but if you define your

00:40:16.458 --> 00:40:18.021
target customer around the

00:40:18.262 --> 00:40:19.646
psychological behavioral

00:40:19.686 --> 00:40:23.474
and values kind of attributes then

00:40:24.938 --> 00:40:26.918
it starts making sense

00:40:26.998 --> 00:40:29.221
because you're not confused

00:40:29.280 --> 00:40:30.422
about why the 83-year-old

00:40:30.461 --> 00:40:31.722
tennis player and the

00:40:31.742 --> 00:40:33.344
42-year-old gardener and

00:40:33.364 --> 00:40:34.545
the 11-year-old soccer

00:40:34.565 --> 00:40:36.465
player are all your favorite patients.

00:40:36.965 --> 00:40:38.387
Because we're classifying

00:40:38.427 --> 00:40:39.527
people by the wrong things.

00:40:39.847 --> 00:40:40.849
It's switching from a

00:40:40.949 --> 00:40:42.969
demographic view to a psychographic view.

00:40:43.170 --> 00:40:44.411
It's like, why do you dig me?

00:40:44.791 --> 00:40:46.112
Go to a Grateful Dead show.

00:40:46.432 --> 00:40:48.733
They don't aim at 39-year-old anybody.

00:40:48.773 --> 00:40:49.094
They're like,

00:40:49.494 --> 00:40:51.436
do you dig hanging out and jamming?

00:40:51.615 --> 00:40:52.896
And they're like, come on in.

00:40:53.661 --> 00:40:54.864
right so if you if you look

00:40:54.905 --> 00:40:56.228
at about it that that was

00:40:56.268 --> 00:41:00.119
the biggest switch that I

00:41:00.159 --> 00:41:00.800
had to sort of like

00:41:01.659 --> 00:41:03.219
unlearn and then relearn a

00:41:03.260 --> 00:41:04.539
different way is I went

00:41:04.579 --> 00:41:06.601
from broadcasting I ran a

00:41:06.641 --> 00:41:07.740
radio station in scranton

00:41:07.780 --> 00:41:09.101
pennsylvania that went this

00:41:09.161 --> 00:41:10.902
many miles I was on the air

00:41:10.922 --> 00:41:14.184
from two to seven uh uh so

00:41:14.204 --> 00:41:17.144
that's time and space and I

00:41:17.244 --> 00:41:19.025
needed 25 to 34 year old

00:41:19.164 --> 00:41:20.465
males because that's what

00:41:20.505 --> 00:41:21.505
my station was designed to

00:41:21.545 --> 00:41:22.166
do because those were the

00:41:22.226 --> 00:41:23.067
advertisers we're going

00:41:23.126 --> 00:41:24.967
after so it was time space

00:41:25.047 --> 00:41:25.867
and demographics

00:41:26.487 --> 00:41:27.088
And then I launched a

00:41:27.128 --> 00:41:28.692
podcast as a security

00:41:28.731 --> 00:41:29.693
blanket when I became a

00:41:29.733 --> 00:41:30.655
physical therapy student.

00:41:31.056 --> 00:41:31.677
When I was just like,

00:41:31.838 --> 00:41:32.579
I'm just going to interview

00:41:32.599 --> 00:41:33.822
people because I don't know.

00:41:34.081 --> 00:41:35.083
I don't learn from reading books.

00:41:35.545 --> 00:41:36.447
So I'm going to interview people.

00:41:37.394 --> 00:41:39.556
And it wasn't about demographics anymore.

00:41:39.657 --> 00:41:40.916
It was psychographics.

00:41:41.378 --> 00:41:42.798
Because I don't care how old you are.

00:41:43.059 --> 00:41:44.320
I don't care when you're listening.

00:41:44.420 --> 00:41:45.460
And I don't care where you are.

00:41:45.940 --> 00:41:46.721
I care that we have a

00:41:46.800 --> 00:41:48.001
psychographic that you're like,

00:41:48.603 --> 00:41:49.543
I want to learn more about

00:41:49.583 --> 00:41:51.804
that or I dig how this goes.

00:41:51.905 --> 00:41:54.266
So it's more the Grateful Dead, which,

00:41:54.306 --> 00:41:54.626
by the way,

00:41:54.666 --> 00:41:55.206
if you want to read a

00:41:55.246 --> 00:41:56.987
marketing casebook on how

00:41:57.007 --> 00:41:58.728
to earn and create raving fans,

00:41:59.028 --> 00:41:59.730
they've been doing it.

00:41:59.809 --> 00:42:01.150
And Jerry Garcia has been long gone,

00:42:01.190 --> 00:42:02.251
but they're still doing it

00:42:02.291 --> 00:42:03.411
because they understand

00:42:03.952 --> 00:42:04.873
what business they're in.

00:42:05.012 --> 00:42:05.914
And it's not music.

00:42:06.173 --> 00:42:07.135
It's experience.

00:42:08.096 --> 00:42:08.436
You got it.

00:42:09.257 --> 00:42:09.958
That's exactly it.

00:42:10.759 --> 00:42:13.382
And the reason I say it's

00:42:13.442 --> 00:42:15.344
freeing and we're defining

00:42:15.364 --> 00:42:16.525
people all the wrong ways

00:42:16.865 --> 00:42:19.389
is all that demographic

00:42:19.429 --> 00:42:20.469
stuff goes out the window.

00:42:21.510 --> 00:42:22.152
What do you mean?

00:42:22.572 --> 00:42:23.494
When does it go out the window?

00:42:24.059 --> 00:42:24.199
Yeah,

00:42:24.239 --> 00:42:26.922
not only is it not age-related or

00:42:27.041 --> 00:42:28.784
what hours they listen,

00:42:29.403 --> 00:42:30.644
I don't care what their gender is.

00:42:30.664 --> 00:42:31.646
I don't care their ethnicity.

00:42:31.666 --> 00:42:32.507
I don't care their religion.

00:42:32.547 --> 00:42:34.248
I don't care their marital status.

00:42:34.268 --> 00:42:35.150
I don't care all the other

00:42:35.230 --> 00:42:36.351
stuff that the marketing

00:42:36.411 --> 00:42:37.831
world has kind of used to

00:42:37.871 --> 00:42:38.773
compartmentalize people.

00:42:39.293 --> 00:42:41.596
A couple of years ago, my daughter,

00:42:41.615 --> 00:42:41.715
she's...

00:42:43.021 --> 00:42:44.262
and senior in college now.

00:42:44.682 --> 00:42:45.923
But when she was in high school,

00:42:45.943 --> 00:42:46.985
she does entrepreneurial

00:42:47.505 --> 00:42:49.327
entrepreneurship course over the summer.

00:42:49.708 --> 00:42:50.608
And I was sitting and listening.

00:42:50.628 --> 00:42:51.429
And there were these college

00:42:51.469 --> 00:42:53.811
professors in Silicon Valley,

00:42:54.092 --> 00:42:56.094
right talking about target market.

00:42:56.894 --> 00:42:58.755
And it was right then that it hit me.

00:42:59.938 --> 00:43:01.798
Oh, that's why we're still stuck.

00:43:02.400 --> 00:43:03.380
The reason we're still stuck

00:43:03.400 --> 00:43:04.362
in the demographic is

00:43:04.402 --> 00:43:05.503
because I can count them.

00:43:06.083 --> 00:43:06.304
Yes.

00:43:07.563 --> 00:43:09.063
So when I'm doing my pitch deck,

00:43:09.103 --> 00:43:10.344
I can tell you the size of

00:43:10.385 --> 00:43:11.346
the addressable market.

00:43:11.907 --> 00:43:13.568
If I do the psychographic version,

00:43:13.628 --> 00:43:14.628
I don't know how to count them.

00:43:14.728 --> 00:43:17.311
So it makes it all unclear.

00:43:17.452 --> 00:43:18.032
And people,

00:43:18.532 --> 00:43:19.733
that's not the way the banks

00:43:19.793 --> 00:43:20.875
and the VCs and the rest of

00:43:20.934 --> 00:43:21.735
it look at things.

00:43:22.255 --> 00:43:23.376
But in a small business, dude,

00:43:23.396 --> 00:43:25.018
you don't need to get 50%

00:43:25.018 --> 00:43:26.480
of America to buy your stuff.

00:43:26.780 --> 00:43:27.000
No.

00:43:28.601 --> 00:43:29.422
No.

00:43:29.601 --> 00:43:30.503
It's more about...

00:43:32.896 --> 00:43:34.018
Who wants to come with me?

00:43:34.619 --> 00:43:35.559
Who can I serve?

00:43:36.199 --> 00:43:37.400
And who can I count?

00:43:37.621 --> 00:43:38.922
It's more subjective than objective,

00:43:38.961 --> 00:43:40.963
I think, if you want to break it down.

00:43:41.003 --> 00:43:42.105
It's subjective in terms of

00:43:42.485 --> 00:43:43.085
what are you into?

00:43:43.106 --> 00:43:44.306
Yeah,

00:43:44.387 --> 00:43:46.668
and it's definitely harder to count

00:43:46.748 --> 00:43:47.889
and say the total

00:43:47.909 --> 00:43:49.311
addressable market is X

00:43:49.590 --> 00:43:50.532
amount and whatever.

00:43:51.152 --> 00:43:51.994
But, I mean,

00:43:52.233 --> 00:43:54.175
here's another simple example.

00:43:54.195 --> 00:43:55.476
If you're not sure or you're

00:43:55.516 --> 00:43:57.597
afraid of niching down,

00:43:58.666 --> 00:44:00.347
By the way, the more niche you can be,

00:44:00.447 --> 00:44:01.666
the more you can charge,

00:44:01.706 --> 00:44:02.648
the more niche you can be,

00:44:02.688 --> 00:44:03.327
the more you have the

00:44:03.347 --> 00:44:04.929
opportunity to stand apart, stand out.

00:44:05.748 --> 00:44:06.748
It's very scary.

00:44:06.809 --> 00:44:08.110
People don't want to do it.

00:44:08.510 --> 00:44:09.150
Again,

00:44:09.170 --> 00:44:11.331
there's a psychological barriers and

00:44:11.371 --> 00:44:12.831
issue to all of it.

00:44:12.931 --> 00:44:14.192
Can I give a real world

00:44:14.231 --> 00:44:17.253
example of when I tell people I say, OK,

00:44:17.333 --> 00:44:19.134
I want you to go to the supermarket.

00:44:19.213 --> 00:44:19.994
I don't know where you live.

00:44:20.094 --> 00:44:20.954
I don't care where you live.

00:44:20.994 --> 00:44:22.376
That's your demographic information.

00:44:22.476 --> 00:44:23.315
I don't care where you live.

00:44:24.052 --> 00:44:24.952
I want you to go count how

00:44:24.992 --> 00:44:25.653
many different kinds of

00:44:25.713 --> 00:44:26.574
mayonnaise is there are in

00:44:26.594 --> 00:44:27.434
your local supermarket.

00:44:27.474 --> 00:44:28.233
And then I want you to go

00:44:28.273 --> 00:44:28.815
and count how many

00:44:28.855 --> 00:44:29.635
different kinds of hot

00:44:29.675 --> 00:44:31.094
sauces there are in your supermarket.

00:44:31.496 --> 00:44:32.916
And you can understand that

00:44:33.255 --> 00:44:34.255
if you want to blend in,

00:44:34.556 --> 00:44:36.016
go be one of 11 mayonnaise is.

00:44:36.157 --> 00:44:36.916
And if you want to stand,

00:44:36.996 --> 00:44:37.818
these people are trying to

00:44:37.858 --> 00:44:39.157
stand out amongst people

00:44:39.197 --> 00:44:41.298
who are standing out, right?

00:44:41.878 --> 00:44:43.420
Look at the hot ones podcast, right?

00:44:43.440 --> 00:44:43.980
That's the whole thing.

00:44:44.340 --> 00:44:46.960
It's based on being different.

00:44:47.041 --> 00:44:48.201
It feels dangerous,

00:44:48.581 --> 00:44:50.561
but it's actually safer than being, than,

00:44:50.661 --> 00:44:51.521
than not doing it.

00:44:51.922 --> 00:44:53.523
And it's, it's dangerous to be mayonnaise.

00:44:54.052 --> 00:44:54.193
Yeah.

00:44:54.514 --> 00:44:56.257
Well, and people get, you know, we,

00:44:56.597 --> 00:44:57.420
all of us, right?

00:44:58.672 --> 00:45:00.072
have a little anxiety over, well,

00:45:00.092 --> 00:45:00.954
will I have an, if I,

00:45:01.054 --> 00:45:02.614
if I decide to focus it on this group,

00:45:02.635 --> 00:45:03.494
will I get enough patients?

00:45:06.637 --> 00:45:07.518
Two things about that.

00:45:07.637 --> 00:45:08.139
Number one,

00:45:08.159 --> 00:45:09.960
I did this with a client way back.

00:45:10.039 --> 00:45:10.920
They were interested in

00:45:11.420 --> 00:45:12.461
really focusing more on the

00:45:12.501 --> 00:45:13.141
running athlete.

00:45:13.623 --> 00:45:13.862
Okay.

00:45:13.902 --> 00:45:15.963
And, and, and runners in particular,

00:45:16.003 --> 00:45:17.204
but really all running athletes,

00:45:17.224 --> 00:45:18.146
they're going to start there.

00:45:18.385 --> 00:45:19.766
They're now doing running

00:45:19.806 --> 00:45:20.927
analysis and performance

00:45:20.967 --> 00:45:21.708
enhancement stuff in

00:45:21.728 --> 00:45:23.809
addition to traditional kind of ortho PT.

00:45:23.849 --> 00:45:23.989
Right.

00:45:24.949 --> 00:45:26.528
When they started down that road though,

00:45:26.548 --> 00:45:28.929
the same questions came up like,

00:45:29.210 --> 00:45:30.010
are there enough people?

00:45:30.090 --> 00:45:31.391
Will we be able to attract?

00:45:32.231 --> 00:45:33.371
We went on Facebook and just

00:45:33.411 --> 00:45:34.612
created a fake ad.

00:45:35.012 --> 00:45:35.952
We didn't publish it, right?

00:45:36.052 --> 00:45:37.333
We started down the ad thing

00:45:37.753 --> 00:45:38.992
and we did people,

00:45:39.012 --> 00:45:40.333
because you can do interests, right?

00:45:40.554 --> 00:45:43.313
So interest, running, running magazine,

00:45:44.074 --> 00:45:44.835
these kinds of things.

00:45:44.855 --> 00:45:46.235
And we looked at a 15 mile

00:45:46.275 --> 00:45:48.235
radius and then a 10 mile radius.

00:45:48.856 --> 00:45:50.436
And there were like 250,000 people.

00:45:53.289 --> 00:45:54.492
And I'm like,

00:45:54.672 --> 00:45:58.016
could you this year even help

00:45:58.016 --> 00:45:59.197
5% or 10% of those people?

00:45:59.498 --> 00:46:01.179
And he's like, no way.

00:46:01.579 --> 00:46:02.742
We don't have enough capacity.

00:46:02.762 --> 00:46:03.001
I'm like,

00:46:03.362 --> 00:46:04.463
then why are you afraid of

00:46:04.623 --> 00:46:05.485
doubling down on them?

00:46:06.577 --> 00:46:06.998
Correct.

00:46:07.458 --> 00:46:07.639
I mean,

00:46:07.699 --> 00:46:10.581
it's also been said by people who

00:46:10.621 --> 00:46:11.661
are way better at math too,

00:46:11.702 --> 00:46:13.103
which is I think the number

00:46:13.143 --> 00:46:15.585
was 7% or 8% of people who

00:46:15.864 --> 00:46:17.686
could benefit from PT ever

00:46:17.806 --> 00:46:19.989
access PT or are currently accessing PT.

00:46:20.489 --> 00:46:21.570
So do you want to fight over the 8%?

00:46:22.391 --> 00:46:25.994
Or do you want literally a breakaway,

00:46:26.393 --> 00:46:29.556
no goalie in net, empty net to the 92%?

00:46:29.556 --> 00:46:32.318
Because no one is bothering with them.

00:46:32.778 --> 00:46:34.159
No one is bothering with them.

00:46:34.880 --> 00:46:35.081
Right.

00:46:35.760 --> 00:46:36.362
Which one do you want?

00:46:37.666 --> 00:46:38.588
No, you're exactly right.

00:46:38.608 --> 00:46:41.652
I mean, I do that math with people,

00:46:41.731 --> 00:46:44.255
and yes, I lose half of them.

00:46:45.978 --> 00:46:46.920
You want to lose half of

00:46:46.960 --> 00:46:48.061
them because those are the

00:46:48.101 --> 00:46:50.125
textures of the Alamo Draft House.

00:46:50.425 --> 00:46:52.168
It's too much squeeze and

00:46:52.188 --> 00:46:52.728
not enough juice.

00:46:54.621 --> 00:46:56.882
Maybe, but but no, you're exactly right.

00:46:56.961 --> 00:46:57.121
Like,

00:46:57.663 --> 00:46:59.242
I remember Jeff Hathaway gave a talk

00:46:59.322 --> 00:47:02.943
long ago about this topic,

00:47:02.983 --> 00:47:03.764
how many people actually

00:47:03.824 --> 00:47:05.103
access PT broke it all down.

00:47:05.123 --> 00:47:05.643
He said, you know,

00:47:05.664 --> 00:47:07.043
what was really even more

00:47:07.563 --> 00:47:08.724
disconcerting is they had a

00:47:08.784 --> 00:47:13.585
work comp mandate from this

00:47:13.644 --> 00:47:14.704
work comp carrier that

00:47:14.885 --> 00:47:16.445
mandated before you got an

00:47:16.545 --> 00:47:18.186
MRI before you went to ortho arrest,

00:47:18.226 --> 00:47:19.746
you had to go to PT first.

00:47:20.286 --> 00:47:21.007
Do you know how what they

00:47:21.027 --> 00:47:22.086
got the referral rate up to?

00:47:22.106 --> 00:47:22.186
What?

00:47:24.681 --> 00:47:26.025
14%.

00:47:25.664 --> 00:47:26.025
Wow.

00:47:27.847 --> 00:47:29.590
There's low-hanging fruit out there, man.

00:47:30.492 --> 00:47:30.954
But you know what?

00:47:31.014 --> 00:47:31.735
I don't want to call people

00:47:31.775 --> 00:47:32.335
low-hanging fruit.

00:47:32.356 --> 00:47:33.458
I want to say there's low

00:47:33.539 --> 00:47:35.101
bar to impact people.

00:47:35.851 --> 00:47:36.170
Totally.

00:47:36.692 --> 00:47:36.871
Yeah,

00:47:36.911 --> 00:47:38.833
because they they don't know about us.

00:47:38.954 --> 00:47:39.193
Right.

00:47:39.494 --> 00:47:39.733
Correct.

00:47:39.773 --> 00:47:40.974
So so, you know,

00:47:40.994 --> 00:47:41.675
we talked about leverage

00:47:41.715 --> 00:47:42.817
word of mouth earlier.

00:47:42.836 --> 00:47:44.398
I have a client who is we

00:47:44.418 --> 00:47:45.338
were going through this a

00:47:45.398 --> 00:47:46.059
couple of weeks ago.

00:47:46.099 --> 00:47:48.322
He's like, oh, my gosh, I love doing this.

00:47:48.362 --> 00:47:48.681
Hang on.

00:47:48.742 --> 00:47:49.021
Hang on.

00:47:49.061 --> 00:47:50.362
And he pulled up a video on

00:47:50.402 --> 00:47:52.264
YouTube where he had pulled

00:47:52.304 --> 00:47:53.445
out his phone in the clinic

00:47:54.067 --> 00:47:56.289
and he just started filming this Sharon.

00:47:57.284 --> 00:47:59.184
And he asked her, so how are you doing?

00:47:59.445 --> 00:47:59.905
What's going on?

00:48:00.286 --> 00:48:00.945
Four weeks ago,

00:48:00.985 --> 00:48:02.246
I couldn't stand up straight.

00:48:02.286 --> 00:48:03.487
You guys have been so great.

00:48:03.547 --> 00:48:05.389
This is where I am now.

00:48:05.568 --> 00:48:06.349
Not done yet.

00:48:06.489 --> 00:48:09.271
But she told her story.

00:48:09.291 --> 00:48:11.512
And with very little editing,

00:48:11.592 --> 00:48:12.552
he did a much better job

00:48:12.612 --> 00:48:13.893
production wise than I would have.

00:48:14.012 --> 00:48:15.793
But with not a lot of editing,

00:48:15.934 --> 00:48:18.496
it had the call to action,

00:48:18.536 --> 00:48:19.657
the phone numbers at the end.

00:48:19.697 --> 00:48:20.117
It had Ms.

00:48:20.137 --> 00:48:20.956
Sharon's story.

00:48:21.777 --> 00:48:23.018
And there they are.

00:48:24.670 --> 00:48:27.251
That's her telling you about

00:48:27.311 --> 00:48:29.572
how great we are and how we can help you.

00:48:31.815 --> 00:48:32.474
How many people are going to

00:48:32.494 --> 00:48:34.175
see that YouTube, right?

00:48:36.717 --> 00:48:38.679
The example I used this

00:48:38.739 --> 00:48:40.099
morning was making fun of myself.

00:48:40.360 --> 00:48:40.960
I said, listen,

00:48:42.882 --> 00:48:44.824
most people can get a first date, right?

00:48:44.864 --> 00:48:46.003
That's just a quick interaction.

00:48:46.125 --> 00:48:46.965
Hi, how you doing?

00:48:46.985 --> 00:48:48.626
Do you want to have dinner next week?

00:48:48.666 --> 00:48:48.945
Whatever.

00:48:49.005 --> 00:48:49.567
Okay, you got it.

00:48:50.454 --> 00:48:51.434
Then you get the first date.

00:48:52.255 --> 00:48:53.956
And this is what happens, I think,

00:48:53.996 --> 00:48:56.277
a lot when PTs or anybody,

00:48:56.297 --> 00:48:57.818
I don't want to single out our profession,

00:48:57.898 --> 00:48:58.898
but there's a lot of professions.

00:48:59.719 --> 00:49:01.199
So you have three different

00:49:01.300 --> 00:49:02.320
options when you're with a

00:49:02.340 --> 00:49:03.240
girl on a first date.

00:49:04.061 --> 00:49:05.922
I can talk about the guy

00:49:05.961 --> 00:49:07.603
down the bar that she

00:49:07.702 --> 00:49:08.603
shouldn't go out with.

00:49:09.043 --> 00:49:09.884
You shouldn't go down the

00:49:09.943 --> 00:49:11.125
street because that guy,

00:49:11.184 --> 00:49:12.324
he's not evidence-based or

00:49:12.385 --> 00:49:15.387
he has no experience.

00:49:15.407 --> 00:49:16.387
Do you want to talk about that guy?

00:49:16.507 --> 00:49:17.327
You can spend your time

00:49:17.367 --> 00:49:18.047
talking about that guy.

00:49:19.510 --> 00:49:20.990
Second option is you talk about yourself.

00:49:21.010 --> 00:49:21.931
I don't know if you know this,

00:49:21.992 --> 00:49:24.231
but I have a doctorate from this school,

00:49:24.572 --> 00:49:26.012
and I do this, and I do this,

00:49:26.213 --> 00:49:26.853
and I do this.

00:49:27.552 --> 00:49:28.552
And of course, it's comical.

00:49:29.112 --> 00:49:30.074
And the third option is you

00:49:30.094 --> 00:49:30.554
talk about her.

00:49:32.253 --> 00:49:33.393
Who's going to the second date?

00:49:34.914 --> 00:49:35.635
And when you say that,

00:49:35.675 --> 00:49:36.574
it's so obvious in the

00:49:36.594 --> 00:49:37.514
relationship example,

00:49:37.554 --> 00:49:39.916
but I'm laughing at you

00:49:39.976 --> 00:49:41.115
because you keep talking

00:49:41.135 --> 00:49:42.175
about yourself and your marketing.

00:49:42.456 --> 00:49:43.097
And I'm telling you,

00:49:43.396 --> 00:49:44.697
it comes off the same way

00:49:44.717 --> 00:49:47.458
because you're not in the PT business.

00:49:47.597 --> 00:49:48.737
You're in the relationship business.

00:49:49.710 --> 00:49:51.070
So talk about them.

00:49:52.311 --> 00:49:54.414
Jamie, yes, yes, yes, yes, yes.

00:49:55.094 --> 00:49:56.715
Also with recruiting and hiring.

00:49:57.137 --> 00:49:57.516
Correct.

00:49:57.717 --> 00:49:58.878
That is also right.

00:49:58.918 --> 00:50:00.079
So now good transition.

00:50:00.139 --> 00:50:00.338
Good.

00:50:01.119 --> 00:50:02.541
Same exact thing, right?

00:50:02.701 --> 00:50:05.364
All the job postings are all about us.

00:50:07.304 --> 00:50:08.907
So how old is this?

00:50:09.126 --> 00:50:10.487
I got published in Forbes

00:50:10.547 --> 00:50:12.469
magazine because I said you

00:50:12.530 --> 00:50:13.190
should change your

00:50:13.251 --> 00:50:14.612
recruiting posting to sound

00:50:14.632 --> 00:50:15.773
like the Pina Colada song.

00:50:17.498 --> 00:50:18.280
Oh, oh, oh.

00:50:18.380 --> 00:50:19.280
Do you like peeing in a car?

00:50:19.300 --> 00:50:19.862
Do you like a car?

00:50:19.963 --> 00:50:21.766
Oh, so it's talking about do you, do you,

00:50:21.806 --> 00:50:22.967
do you instead of me, me, me.

00:50:24.204 --> 00:50:24.864
Exactly.

00:50:25.184 --> 00:50:26.184
It was a personals ad.

00:50:26.204 --> 00:50:27.385
I mean, if you go back and listen to it,

00:50:27.405 --> 00:50:27.905
it's from the 70s.

00:50:27.925 --> 00:50:29.086
It was a newspaper personals

00:50:29.206 --> 00:50:31.268
ad and it was a fictitious, imaginary,

00:50:31.307 --> 00:50:31.628
whatever.

00:50:31.648 --> 00:50:32.869
And it's actually kind of a

00:50:32.909 --> 00:50:34.690
terrible end to all of it

00:50:34.710 --> 00:50:35.670
because they get back together.

00:50:35.751 --> 00:50:38.052
He's posting an ad and finds

00:50:38.072 --> 00:50:40.773
his significant other answering the ad.

00:50:40.793 --> 00:50:41.695
They get back together

00:50:41.755 --> 00:50:44.976
because he advertised, which is weird.

00:50:45.376 --> 00:50:49.460
But the reason it resonated not only with

00:50:50.284 --> 00:50:52.130
you know, the person in the story,

00:50:52.231 --> 00:50:53.434
but with so many other

00:50:53.474 --> 00:50:54.317
people who want to listen

00:50:54.356 --> 00:50:55.480
to it is because yes,

00:50:55.539 --> 00:50:56.985
it talked about the other person.

00:50:59.052 --> 00:51:01.215
So does that story you told.

00:51:02.614 --> 00:51:03.876
How will you get into the

00:51:04.257 --> 00:51:04.916
three things they're going

00:51:04.936 --> 00:51:05.657
to talk about at dinner?

00:51:06.217 --> 00:51:07.278
I did a similar ad.

00:51:07.478 --> 00:51:08.099
I actually didn't know

00:51:08.119 --> 00:51:09.039
that's how the Pina Colada

00:51:09.059 --> 00:51:09.679
song... I didn't really

00:51:09.699 --> 00:51:10.860
know what the Pina Colada song was about.

00:51:10.880 --> 00:51:12.141
I just sung along like most

00:51:12.181 --> 00:51:12.882
people who heard it when

00:51:12.902 --> 00:51:13.563
they were 12 years old.

00:51:14.342 --> 00:51:14.943
I did this.

00:51:15.543 --> 00:51:16.945
I ran a radio station, again,

00:51:16.985 --> 00:51:17.945
in Northeast Pennsylvania.

00:51:18.045 --> 00:51:19.706
There was a local weekly

00:51:19.867 --> 00:51:21.447
entertainment magazine, right?

00:51:21.467 --> 00:51:22.409
So where the bars are.

00:51:22.809 --> 00:51:23.730
And so we partner a lot

00:51:23.750 --> 00:51:24.829
because I was a rock station.

00:51:25.431 --> 00:51:26.952
And I needed to hire...

00:51:28.605 --> 00:51:29.365
weekend DJs.

00:51:30.128 --> 00:51:31.168
And the pitch was this.

00:51:31.550 --> 00:51:32.550
It's minimum wage.

00:51:32.951 --> 00:51:34.733
You are going to work all the holidays.

00:51:35.014 --> 00:51:35.594
You're going to work

00:51:35.635 --> 00:51:36.436
essentially when any of the

00:51:36.496 --> 00:51:37.858
full-time people want to not work.

00:51:39.429 --> 00:51:40.389
The pay is horrible.

00:51:41.231 --> 00:51:42.092
You're the lowest person on

00:51:42.112 --> 00:51:42.672
the totem pole.

00:51:42.711 --> 00:51:43.612
There's probably not a whole

00:51:43.652 --> 00:51:44.574
lot of room for advancement

00:51:44.594 --> 00:51:45.434
because like you'd have to

00:51:45.454 --> 00:51:46.615
wait for someone to die or quit.

00:51:47.416 --> 00:51:49.117
So we did exactly that is we

00:51:49.177 --> 00:51:50.878
put out a center page ad in

00:51:50.898 --> 00:51:52.960
the local weekly newspaper

00:51:53.501 --> 00:51:55.844
and essentially said worst job ever.

00:51:56.224 --> 00:51:56.965
Minimum wage.

00:51:58.226 --> 00:51:59.306
You know, you stand in a room,

00:51:59.686 --> 00:52:00.588
a padded you stand in a

00:52:00.628 --> 00:52:01.929
padded room and talk to and

00:52:01.969 --> 00:52:02.889
you and you talk to people

00:52:02.909 --> 00:52:04.070
that you can't see all day.

00:52:05.429 --> 00:52:07.050
And we had a million people

00:52:07.150 --> 00:52:08.251
apply for the job because, of course,

00:52:08.291 --> 00:52:09.672
I was like, I didn't want them.

00:52:09.873 --> 00:52:10.333
What is that?

00:52:10.414 --> 00:52:11.014
What are you showing me?

00:52:11.114 --> 00:52:12.215
Ernest Shackleton South.

00:52:13.255 --> 00:52:13.655
What is that?

00:52:13.996 --> 00:52:14.416
I don't know it.

00:52:15.197 --> 00:52:16.677
Ernest Shackleton took an

00:52:16.737 --> 00:52:17.719
expedition to the South

00:52:17.778 --> 00:52:19.400
Pole because he was going

00:52:19.420 --> 00:52:20.800
to go to the North Pole and

00:52:20.900 --> 00:52:21.681
somebody beat him to it.

00:52:22.693 --> 00:52:23.014
OK,

00:52:23.855 --> 00:52:26.097
and he was competing with government

00:52:26.177 --> 00:52:27.378
funded at the time, you know,

00:52:27.398 --> 00:52:28.119
the British government

00:52:28.880 --> 00:52:30.661
funded expedition where

00:52:30.740 --> 00:52:33.724
they selected people based on, you know,

00:52:33.744 --> 00:52:35.085
their connections and whose

00:52:35.144 --> 00:52:36.445
nephew and all that other stuff.

00:52:36.806 --> 00:52:37.867
Shackleton is famous for

00:52:37.887 --> 00:52:39.088
putting out and you can Google this.

00:52:39.108 --> 00:52:41.351
They have a job posting that

00:52:41.431 --> 00:52:43.251
said basically, you know.

00:52:44.315 --> 00:52:46.376
months of months of darkness

00:52:46.998 --> 00:52:50.221
hard whatever yeah like you

00:52:50.240 --> 00:52:51.621
know likelihood of success

00:52:52.362 --> 00:52:55.186
global uh glory in case of

00:52:55.246 --> 00:52:56.206
success but you know

00:52:56.226 --> 00:52:57.268
there's a chance of dying

00:52:57.288 --> 00:52:58.608
all this you know apply

00:52:58.668 --> 00:53:00.570
here and the thing that was

00:53:00.590 --> 00:53:01.632
so significant about it

00:53:01.672 --> 00:53:02.293
like when building a

00:53:02.333 --> 00:53:05.255
culture is they got iced in

00:53:05.295 --> 00:53:06.436
they got stranded I mean

00:53:06.456 --> 00:53:07.757
antarctica for months

00:53:08.681 --> 00:53:10.262
and had to hike out and you

00:53:10.282 --> 00:53:11.483
think about hiking over ice

00:53:11.682 --> 00:53:13.583
to the water with the boats

00:53:13.643 --> 00:53:14.724
because the the ship is

00:53:14.804 --> 00:53:15.644
actually they recently

00:53:15.684 --> 00:53:16.686
found the ship if you look

00:53:16.786 --> 00:53:19.047
up the um endurance there

00:53:19.206 --> 00:53:20.427
they have dropped a

00:53:20.467 --> 00:53:21.487
submarine down and looked

00:53:21.547 --> 00:53:22.507
at it it got crushed in the

00:53:22.628 --> 00:53:24.548
ice and it sank but it

00:53:24.588 --> 00:53:25.570
didn't sink immediately it

00:53:25.610 --> 00:53:26.769
got frozen in for months

00:53:26.909 --> 00:53:27.931
and they lived off their

00:53:27.951 --> 00:53:29.590
provisions and they ate

00:53:29.731 --> 00:53:30.891
their dogs and you know

00:53:30.931 --> 00:53:32.492
other terrible stuff but

00:53:32.853 --> 00:53:35.373
they uh they had to drag these um

00:53:36.701 --> 00:53:38.061
these boats out and haul

00:53:38.101 --> 00:53:38.762
them over the ice.

00:53:38.802 --> 00:53:40.023
And you think that that sounds easy,

00:53:40.083 --> 00:53:41.045
but look at the picture.

00:53:42.065 --> 00:53:42.746
That's the ice.

00:53:42.766 --> 00:53:44.007
That's horrible.

00:53:44.748 --> 00:53:46.570
And they had to do that for miles,

00:53:46.670 --> 00:53:48.032
like miles and miles.

00:53:48.072 --> 00:53:50.373
And only a group of them went, left, came,

00:53:50.574 --> 00:53:52.094
brought, you know, went, I forget,

00:53:52.536 --> 00:53:53.896
sailed to San Juan Fernandez or something,

00:53:54.257 --> 00:53:54.918
got people,

00:53:54.998 --> 00:53:56.298
came back and rescued the rest

00:53:56.318 --> 00:53:56.780
of the crew.

00:53:57.179 --> 00:53:58.280
Literally took months and

00:53:58.501 --> 00:54:00.362
everybody in his expedition survived.

00:54:00.443 --> 00:54:01.643
And most of them went back

00:54:01.684 --> 00:54:02.405
for the second time.

00:54:04.141 --> 00:54:05.601
Do you want another Stanford

00:54:05.661 --> 00:54:06.902
professor or college

00:54:06.942 --> 00:54:08.963
professor example of where

00:54:09.003 --> 00:54:10.143
the professor was wrong?

00:54:10.264 --> 00:54:11.565
And I forget the name of the guy,

00:54:11.724 --> 00:54:13.826
and it was the Tough Mudder.

00:54:13.846 --> 00:54:15.347
There's Spartan Race and Tough Mudder.

00:54:15.367 --> 00:54:16.166
Yeah, yeah, yeah, yeah.

00:54:16.766 --> 00:54:18.347
So I was at one of the first

00:54:18.407 --> 00:54:20.128
Tough Mudder races because I was in radio,

00:54:20.568 --> 00:54:22.789
saw an online post for it,

00:54:23.311 --> 00:54:25.592
and I was a triathlete and a runner.

00:54:25.612 --> 00:54:26.972
I was like, this is weird.

00:54:27.172 --> 00:54:28.193
This is an adult race.

00:54:29.284 --> 00:54:32.324
Like this is like an adult kid thing.

00:54:32.364 --> 00:54:36.186
This is a this is this is anti race race.

00:54:37.086 --> 00:54:38.128
So I reached out through the

00:54:38.168 --> 00:54:38.708
radio station.

00:54:38.728 --> 00:54:39.027
So I was like,

00:54:39.208 --> 00:54:41.349
I want like I'm not selling you anything.

00:54:41.389 --> 00:54:42.130
I just want to be in the

00:54:42.170 --> 00:54:43.670
race for free because it was closed.

00:54:44.030 --> 00:54:44.771
I'll promote it.

00:54:45.291 --> 00:54:46.331
And he's like, we don't need promotion.

00:54:46.351 --> 00:54:47.251
But like, yeah, come on.

00:54:48.054 --> 00:54:49.215
We're probably going to do this next year.

00:54:49.677 --> 00:54:50.797
And so I got to hang out

00:54:50.838 --> 00:54:51.978
with the dude who launched

00:54:51.998 --> 00:54:52.780
the first Tough Mudder.

00:54:53.159 --> 00:54:53.740
And he was like,

00:54:54.141 --> 00:54:57.164
I did this as my last paper in school.

00:54:57.503 --> 00:54:57.945
And he was like,

00:54:57.965 --> 00:54:59.425
my professor told me it would never work.

00:55:00.527 --> 00:55:01.927
But he was essentially advertising,

00:55:02.509 --> 00:55:03.469
you're going to get dirty.

00:55:03.530 --> 00:55:04.391
It's going to be horrible.

00:55:04.411 --> 00:55:06.132
You're going to be sweaty and smelly.

00:55:06.172 --> 00:55:06.913
And it's uphill.

00:55:06.952 --> 00:55:07.793
And you're going to crawl

00:55:07.833 --> 00:55:08.394
through whatever.

00:55:09.141 --> 00:55:10.483
and droves of people showed

00:55:10.583 --> 00:55:11.782
up because he he wasn't

00:55:11.822 --> 00:55:12.664
looking for people who were

00:55:12.684 --> 00:55:14.664
looking for a tea party but

00:55:14.704 --> 00:55:16.465
he knew his audience and he

00:55:16.525 --> 00:55:17.766
knew the psychographic of

00:55:17.806 --> 00:55:20.967
them you got it no it's

00:55:21.668 --> 00:55:23.429
you're dead on so I love

00:55:23.449 --> 00:55:24.449
this whole idea though of

00:55:24.570 --> 00:55:25.550
being different and what

00:55:25.670 --> 00:55:29.391
you did um with the ad

00:55:29.431 --> 00:55:30.512
because that's the other

00:55:30.552 --> 00:55:31.934
thing that we all try not

00:55:31.974 --> 00:55:33.815
to do right I'm posting a

00:55:33.855 --> 00:55:34.914
job I don't want to tell

00:55:34.954 --> 00:55:36.715
you the bad stuff right

00:55:37.016 --> 00:55:38.436
I'll tell you later I'll slip it by you

00:55:39.244 --> 00:55:40.065
Well, exactly.

00:55:40.126 --> 00:55:41.248
So I trick you into coming

00:55:41.289 --> 00:55:42.351
on board and then you find out.

00:55:42.391 --> 00:55:43.134
You're going to find out.

00:55:43.751 --> 00:55:44.932
You're going to waste your time,

00:55:44.952 --> 00:55:47.213
the client's time, everybody's time.

00:55:47.434 --> 00:55:49.514
Employee's time, right?

00:55:49.554 --> 00:55:51.275
They're not going to be happy.

00:55:51.775 --> 00:55:52.717
And that's where you start

00:55:52.737 --> 00:55:53.677
peeling back the onion.

00:55:53.737 --> 00:55:56.259
You tell them, hey, we work hard.

00:55:56.898 --> 00:55:58.039
You're going to see X number

00:55:58.059 --> 00:55:58.840
of patients a day.

00:55:58.900 --> 00:55:59.920
You're going to do this, this.

00:55:59.960 --> 00:56:01.440
We expect these things from you.

00:56:02.101 --> 00:56:04.722
Share that also, because the thing,

00:56:04.762 --> 00:56:05.483
just like your ad,

00:56:06.143 --> 00:56:08.085
just like Shackleton's ad,

00:56:08.465 --> 00:56:10.186
the right people are going to apply.

00:56:10.226 --> 00:56:10.746
You're going to save

00:56:10.766 --> 00:56:11.987
yourself a ton of time.

00:56:13.547 --> 00:56:14.686
So you're tackling something

00:56:14.726 --> 00:56:17.327
else that we were segwaying a while ago.

00:56:17.347 --> 00:56:18.128
Then we got to start talking

00:56:18.168 --> 00:56:20.208
about anti-ad ads, which is, I mean,

00:56:20.268 --> 00:56:20.489
again,

00:56:20.509 --> 00:56:22.369
do you want to be a taller penguin?

00:56:22.849 --> 00:56:24.010
Again, I used to make radio ads.

00:56:24.130 --> 00:56:25.150
Do you want to be the car

00:56:25.170 --> 00:56:26.771
dealership screaming louder

00:56:27.070 --> 00:56:27.731
during your ad?

00:56:28.090 --> 00:56:29.351
Or I did an ad campaign

00:56:29.371 --> 00:56:30.231
where literally the car

00:56:30.251 --> 00:56:31.211
dealership whispered.

00:56:32.148 --> 00:56:33.849
And the whole premise of the ad was like,

00:56:34.369 --> 00:56:35.871
we know our competitors are screaming.

00:56:36.190 --> 00:56:36.831
Here's the thing.

00:56:37.231 --> 00:56:39.434
We sell cars at a really great price,

00:56:39.634 --> 00:56:40.735
and we'd love to put you in one.

00:56:41.376 --> 00:56:43.396
I've got 49 more seconds just to hang out.

00:56:43.416 --> 00:56:43.838
You know what?

00:56:43.978 --> 00:56:44.818
Since they scream a lot,

00:56:45.039 --> 00:56:45.719
we're just going to play

00:56:46.300 --> 00:56:47.981
relaxing music for 49 more seconds.

00:56:48.041 --> 00:56:48.400
By the way,

00:56:48.440 --> 00:56:50.483
it's Steve's Toyota in Scranton.

00:56:50.583 --> 00:56:50.822
All right.

00:56:50.842 --> 00:56:51.384
Have a great day.

00:56:51.822 --> 00:56:52.902
That's the anti-add-add.

00:56:53.923 --> 00:56:55.784
You scream louder or you whisper.

00:56:56.344 --> 00:56:58.045
So you're tackling something.

00:56:58.085 --> 00:56:59.364
I want to know the history behind this,

00:56:59.545 --> 00:57:00.985
which is we just did a live

00:57:01.005 --> 00:57:01.786
stream every day on this.

00:57:02.106 --> 00:57:04.266
Two problems that we're looking at in PT.

00:57:05.286 --> 00:57:06.987
Really long wait times for

00:57:07.047 --> 00:57:08.347
patients to get to a PT.

00:57:09.784 --> 00:57:11.485
And these two things might be connected.

00:57:11.525 --> 00:57:13.806
I'd like your thoughts is hiring.

00:57:14.385 --> 00:57:15.987
So you have clinics out there.

00:57:16.007 --> 00:57:17.047
You have organizations who are like,

00:57:17.067 --> 00:57:18.268
we got a long wait list.

00:57:18.628 --> 00:57:19.407
Why can't we hire?

00:57:19.768 --> 00:57:20.047
Well,

00:57:20.728 --> 00:57:23.028
so you decided to tackle one of those

00:57:23.449 --> 00:57:25.210
specifically with an

00:57:25.269 --> 00:57:26.429
outside the box idea.

00:57:27.909 --> 00:57:28.771
Why did you pick this?

00:57:28.971 --> 00:57:30.070
And then what are you doing to solve it?

00:57:32.032 --> 00:57:32.431
Oh, man.

00:57:32.552 --> 00:57:36.213
So, yeah.

00:57:36.373 --> 00:57:37.112
Why did we pick it?

00:57:39.434 --> 00:57:41.195
because it was, it's,

00:57:41.414 --> 00:57:43.155
it's been a problem for a long time.

00:57:43.795 --> 00:57:45.217
And it was something like, you know,

00:57:45.376 --> 00:57:45.637
we said,

00:57:45.657 --> 00:57:46.577
I've been working with practice

00:57:46.637 --> 00:57:47.177
owners and I've been

00:57:47.458 --> 00:57:48.878
teaching and doing talks and stuff for,

00:57:49.338 --> 00:57:50.679
you know, five, 10 years before that.

00:57:51.298 --> 00:57:51.438
Um,

00:57:52.079 --> 00:57:55.641
so this has been a constant pain point

00:57:56.240 --> 00:57:58.461
for owners and, um,

00:57:58.822 --> 00:57:59.822
people running practices.

00:57:59.882 --> 00:58:00.083
Right.

00:58:00.182 --> 00:58:03.425
And what I was doing for the past,

00:58:03.605 --> 00:58:04.324
you know, eight,

00:58:04.324 --> 00:58:05.385
10 years was teaching them

00:58:05.425 --> 00:58:06.726
how to do the recruiting and hiring.

00:58:07.233 --> 00:58:08.635
which we're gonna roll back out by the way,

00:58:09.014 --> 00:58:09.896
in under PT match.

00:58:10.476 --> 00:58:13.960
But not everybody wants that, right?

00:58:14.059 --> 00:58:15.442
And even the ones who did it

00:58:15.661 --> 00:58:17.864
and learned it are still

00:58:17.965 --> 00:58:18.945
sometimes struggling

00:58:18.985 --> 00:58:20.027
because you're a practice owner,

00:58:20.047 --> 00:58:20.588
you got a whole bunch of

00:58:20.608 --> 00:58:21.248
other stuff to do.

00:58:22.297 --> 00:58:24.518
that's not always your primary focus,

00:58:24.559 --> 00:58:25.920
or you kind of end up going

00:58:26.059 --> 00:58:27.141
in and out of it and having

00:58:27.161 --> 00:58:28.222
to spend time and effort on

00:58:28.242 --> 00:58:28.661
it or whatever.

00:58:28.782 --> 00:58:31.164
So I'm like, I started asking my clients,

00:58:31.664 --> 00:58:32.623
would you like us to do

00:58:32.664 --> 00:58:34.144
this for you to source the

00:58:34.184 --> 00:58:34.945
candidates and stuff?

00:58:34.965 --> 00:58:36.327
Because once they get them in the pipeline,

00:58:36.867 --> 00:58:37.527
they've learned the

00:58:37.547 --> 00:58:38.407
blocking and tackling and

00:58:38.447 --> 00:58:40.768
how to select the right people,

00:58:40.809 --> 00:58:42.269
how to do it the right way.

00:58:42.911 --> 00:58:44.512
We've basically taken a

00:58:44.771 --> 00:58:46.293
modified version of top grading,

00:58:46.652 --> 00:58:47.594
which is a great system.

00:58:48.193 --> 00:58:49.835
to hire people but it's it

00:58:49.875 --> 00:58:50.775
was developed for like the

00:58:50.835 --> 00:58:52.277
ge's of the world it's it

00:58:52.597 --> 00:58:53.896
requires way too many

00:58:54.358 --> 00:58:55.438
resources for a small

00:58:55.478 --> 00:58:57.619
business so um you know

00:58:57.639 --> 00:58:58.940
we've modified that to make

00:58:59.061 --> 00:59:00.181
it doable when I was

00:59:00.221 --> 00:59:01.021
teaching owners this and

00:59:01.041 --> 00:59:01.601
they were being quite

00:59:01.661 --> 00:59:04.123
successful with it but it

00:59:04.164 --> 00:59:05.885
was still uh it was another

00:59:05.925 --> 00:59:07.945
demand on their time right

00:59:08.306 --> 00:59:09.226
and like what if we did it

00:59:09.246 --> 00:59:11.007
for you and and you know the

00:59:12.762 --> 00:59:13.543
After we launched,

00:59:13.583 --> 00:59:14.985
I stopped marketing to

00:59:15.125 --> 00:59:16.706
owners after two weeks, Jimmy,

00:59:16.726 --> 00:59:18.146
because I had more people

00:59:18.166 --> 00:59:21.750
to onboard than I knew what to do with.

00:59:21.769 --> 00:59:22.971
I had to sequence whatever.

00:59:23.010 --> 00:59:24.693
It was like, hang on, hang on,

00:59:24.713 --> 00:59:25.474
there's too much demand.

00:59:25.974 --> 00:59:28.456
So that part's really good.

00:59:28.876 --> 00:59:30.277
What we're doing about it, though,

00:59:30.318 --> 00:59:31.838
this was kind of coupled with,

00:59:31.858 --> 00:59:33.420
and this is the other side of the why.

00:59:34.161 --> 00:59:35.461
You ever heard of the Gallup

00:59:35.641 --> 00:59:37.003
Employee Engagement Survey?

00:59:37.023 --> 00:59:37.824
I haven't.

00:59:37.963 --> 00:59:38.764
I've heard of Gallup,

00:59:38.804 --> 00:59:39.826
but not the Employee Engagement Survey.

00:59:39.846 --> 00:59:39.925
Yeah.

00:59:40.612 --> 00:59:41.512
They do this engagement

00:59:41.552 --> 00:59:42.594
survey around American and

00:59:43.034 --> 00:59:44.815
worldwide employees every year.

00:59:44.835 --> 00:59:46.956
They've been doing it since 1987.

00:59:47.577 --> 00:59:49.539
And the numbers are that 70%

00:59:49.539 --> 00:59:50.519
of American employees are

00:59:50.559 --> 00:59:52.862
disengaged at work.

00:59:53.181 --> 00:59:55.302
And like 30% or I'm not sure

00:59:55.322 --> 00:59:56.304
I got that one right, 20 to 30%,

00:59:56.304 --> 00:59:57.244
somewhere in there,

00:59:57.585 --> 00:59:58.865
are actively disengaged.

00:59:59.327 --> 01:00:00.226
That means if you basically

01:00:00.327 --> 01:00:01.547
got 10 people on your boat,

01:00:01.829 --> 01:00:02.849
seven of them ain't rowing

01:00:02.889 --> 01:00:03.449
and three of them are

01:00:03.469 --> 01:00:04.710
drilling holes in the back of the boat.

01:00:06.469 --> 01:00:08.510
That reinforces the 80-20 rule though,

01:00:08.530 --> 01:00:08.731
right?

01:00:08.771 --> 01:00:10.193
Which is 20% of your effort

01:00:10.253 --> 01:00:11.034
gets 80% of your results.

01:00:11.054 --> 01:00:12.875
20% of your employees do 80% of the work.

01:00:12.894 --> 01:00:13.936
Yeah.

01:00:14.036 --> 01:00:15.358
And the thing about that was,

01:00:15.478 --> 01:00:17.000
so I had latched onto this

01:00:17.039 --> 01:00:17.800
and I was sharing with

01:00:17.820 --> 01:00:20.083
somebody in a conversation and she's like,

01:00:20.103 --> 01:00:20.202
well,

01:00:20.222 --> 01:00:21.525
they've been doing that for 50 years.

01:00:21.585 --> 01:00:22.244
And I'm like, what?

01:00:22.846 --> 01:00:23.527
Yeah, that survey.

01:00:23.547 --> 01:00:24.847
And I went back and looked it up.

01:00:24.887 --> 01:00:25.648
It wasn't 50 years,

01:00:25.688 --> 01:00:29.018
but they have been doing it since 1987.

01:00:29.018 --> 01:00:31.039
And the 70% number hasn't really changed.

01:00:31.880 --> 01:00:35.521
It's gone to 66 and 72 and all,

01:00:35.541 --> 01:00:39.563
but it's been around 70 for 37 years now.

01:00:40.663 --> 01:00:41.903
And the other thing was,

01:00:42.164 --> 01:00:43.264
and I don't have it here,

01:00:43.304 --> 01:00:44.085
but I wrote another book,

01:00:44.144 --> 01:00:45.005
Nobody's a Mind Reader.

01:00:45.871 --> 01:00:47.791
And it's the power of

01:00:47.871 --> 01:00:49.512
clarity for business owners and leaders.

01:00:50.373 --> 01:00:51.574
That is the number one

01:00:51.614 --> 01:00:54.036
recommendation Gallup made for 2023.

01:00:54.036 --> 01:00:56.518
Their survey 2023 for 2024,

01:00:56.518 --> 01:00:58.478
the biggest thing is a lack of clarity.

01:00:58.858 --> 01:01:00.340
People don't know exactly

01:01:00.380 --> 01:01:01.541
what they're supposed to be doing,

01:01:01.561 --> 01:01:02.802
what success looks like in the job.

01:01:03.322 --> 01:01:03.862
And I'm like, dude,

01:01:03.902 --> 01:01:05.563
I just wrote and published that book.

01:01:06.324 --> 01:01:07.465
And I'm going, so what's wrong?

01:01:07.485 --> 01:01:08.465
Because the tools they're

01:01:08.505 --> 01:01:10.347
saying were really, really good.

01:01:10.867 --> 01:01:11.688
However,

01:01:11.947 --> 01:01:13.188
this is where we go back to what

01:01:13.228 --> 01:01:14.909
you said earlier, it's a relationship.

01:01:15.885 --> 01:01:16.204
And I'm like,

01:01:16.244 --> 01:01:17.405
you can throw all the best

01:01:17.445 --> 01:01:19.286
tools in the world at a bad relationship.

01:01:19.346 --> 01:01:20.286
It's still ain't going to work.

01:01:20.585 --> 01:01:20.865
Right.

01:01:21.447 --> 01:01:22.606
So that's where I went back

01:01:22.626 --> 01:01:23.226
to the drawing board.

01:01:23.246 --> 01:01:23.706
I'm like, well,

01:01:24.327 --> 01:01:25.768
people are in the wrong relationships.

01:01:26.427 --> 01:01:27.648
We're on work relationship.

01:01:28.128 --> 01:01:31.469
And with the work thing, the other stat,

01:01:31.509 --> 01:01:32.389
I do like my numbers,

01:01:32.929 --> 01:01:33.909
is you're going to be

01:01:34.010 --> 01:01:35.469
spending 35% of your waking

01:01:35.510 --> 01:01:36.570
hours at work.

01:01:37.731 --> 01:01:38.650
So shouldn't you be in a

01:01:38.690 --> 01:01:40.012
place that you like with

01:01:40.072 --> 01:01:41.351
people that you hide with,

01:01:41.391 --> 01:01:43.193
that you want to be part of the team?

01:01:43.773 --> 01:01:44.313
Answers yes.

01:01:45.528 --> 01:01:46.489
i mean that to me was just

01:01:46.550 --> 01:01:48.010
like holy crap that's

01:01:48.391 --> 01:01:50.472
horrible that that's the

01:01:50.512 --> 01:01:51.813
world we live in no wonder

01:01:52.032 --> 01:01:53.413
there's road rage no wonder

01:01:53.434 --> 01:01:54.454
there are people yelling at

01:01:54.474 --> 01:01:55.795
the starbucks barista you

01:01:55.815 --> 01:01:57.436
know no wonder they're

01:01:57.456 --> 01:01:58.896
they're whatever all the

01:01:58.956 --> 01:01:59.856
conflict and all the other

01:01:59.896 --> 01:02:02.498
stuff nobody's happy in a

01:02:02.619 --> 01:02:04.480
third of their life and I'm

01:02:04.519 --> 01:02:06.460
like that that sucks so

01:02:06.501 --> 01:02:07.702
that's kind of the bigger picture

01:02:08.766 --> 01:02:10.827
We're using PT now to figure it out,

01:02:10.887 --> 01:02:11.788
to make sure we're really

01:02:11.827 --> 01:02:12.688
dialing it in and getting

01:02:12.728 --> 01:02:13.670
people in places where

01:02:13.690 --> 01:02:14.990
they're happy doing it.

01:02:15.110 --> 01:02:15.510
Ultimately,

01:02:15.570 --> 01:02:18.253
I want to expand that out to

01:02:18.373 --> 01:02:19.293
match people with the

01:02:19.335 --> 01:02:20.576
leadership and the cultures

01:02:20.615 --> 01:02:21.476
and the priorities and the

01:02:21.516 --> 01:02:23.378
values of organizations

01:02:23.458 --> 01:02:24.918
that they align with.

01:02:25.498 --> 01:02:27.081
So it isn't conflict.

01:02:27.574 --> 01:02:28.394
So how does this work?

01:02:28.434 --> 01:02:29.394
So obviously you can,

01:02:30.135 --> 01:02:31.336
so how does this work in terms of,

01:02:31.476 --> 01:02:33.077
so you work with clients,

01:02:33.097 --> 01:02:33.858
so business owners,

01:02:34.579 --> 01:02:36.400
and then your goal is to, I mean,

01:02:36.721 --> 01:02:39.563
you want to be the Tinder of,

01:02:39.663 --> 01:02:41.284
but Tinder sounds a little too, you know,

01:02:41.423 --> 01:02:43.605
a little bit too flippant

01:02:43.945 --> 01:02:44.806
and not relationship

01:02:44.826 --> 01:02:46.907
because Tinder is the, actually Tinder,

01:02:46.927 --> 01:02:48.128
I was reading a case report.

01:02:48.708 --> 01:02:51.530
They are trying to wash off

01:02:51.570 --> 01:02:53.012
the hookup app and they're

01:02:53.092 --> 01:02:54.393
trying to rebrand to be

01:02:54.432 --> 01:02:55.653
more of the relationship app.

01:02:56.320 --> 01:02:59.202
Because females were leaving

01:02:59.222 --> 01:02:59.822
because they didn't want to

01:02:59.842 --> 01:03:01.543
be seen on Tinder because

01:03:01.583 --> 01:03:02.224
it had these things.

01:03:02.244 --> 01:03:03.344
So even Tinder is saying,

01:03:03.364 --> 01:03:04.525
we don't want to be Tinder anymore.

01:03:04.905 --> 01:03:05.525
We want to be something

01:03:05.545 --> 01:03:06.206
that's a little more.

01:03:06.487 --> 01:03:08.967
But essentially, it's a way to match.

01:03:09.188 --> 01:03:09.869
So how does it work?

01:03:10.670 --> 01:03:12.210
Well, we want to be match.com.

01:03:12.570 --> 01:03:12.990
There it is.

01:03:13.050 --> 01:03:14.092
That's the right one.

01:03:14.452 --> 01:03:15.492
Yeah, not Tinder,

01:03:15.672 --> 01:03:17.634
which is what most recruiters are.

01:03:18.554 --> 01:03:20.195
They're just simply, here,

01:03:20.275 --> 01:03:21.456
take this candidate interview.

01:03:21.476 --> 01:03:22.478
It's not a relationship.

01:03:22.518 --> 01:03:23.057
It's a hookup.

01:03:23.097 --> 01:03:24.378
You want to be more relationships.

01:03:24.599 --> 01:03:25.940
You're in for long-term success.

01:03:26.360 --> 01:03:26.619
Yeah.

01:03:26.639 --> 01:03:26.840
Okay.

01:03:26.940 --> 01:03:27.481
Absolutely.

01:03:27.521 --> 01:03:27.760
Yes.

01:03:28.201 --> 01:03:29.360
It's very transactional

01:03:30.202 --> 01:03:31.382
because it works because

01:03:31.561 --> 01:03:32.402
there's a pressing need.

01:03:32.463 --> 01:03:33.463
People are desperate.

01:03:33.623 --> 01:03:34.364
They connect them.

01:03:34.443 --> 01:03:35.003
They hire them.

01:03:35.523 --> 01:03:36.704
The recruiter gets paid.

01:03:37.264 --> 01:03:39.545
It doesn't matter in six months, a year,

01:03:39.565 --> 01:03:40.166
whether they're still

01:03:40.226 --> 01:03:41.186
employed or they're happy.

01:03:41.686 --> 01:03:41.887
Right.

01:03:42.387 --> 01:03:43.509
It's a transaction.

01:03:44.510 --> 01:03:45.592
If there's a relationship

01:03:45.632 --> 01:03:46.532
that's a transaction,

01:03:46.572 --> 01:03:47.833
that's the oldest profession.

01:03:47.954 --> 01:03:49.135
That's actually illegal most

01:03:49.195 --> 01:03:50.597
places except for the Bunny

01:03:50.637 --> 01:03:51.217
Ranch in Vegas.

01:03:51.639 --> 01:03:52.420
That's a transaction.

01:03:52.440 --> 01:03:53.942
You don't want to be part of

01:03:53.981 --> 01:03:55.623
the transaction except the

01:03:55.664 --> 01:03:56.465
recruiter does because they

01:03:56.485 --> 01:03:57.164
have the money and they're

01:03:57.204 --> 01:03:57.865
gone by the time they

01:03:57.885 --> 01:03:59.327
realize the transaction was a bad one.

01:04:00.148 --> 01:04:00.507
You got it.

01:04:00.827 --> 01:04:01.507
That's exactly it.

01:04:01.688 --> 01:04:03.028
So it's, I mean,

01:04:04.530 --> 01:04:05.449
I'm great at starting

01:04:05.489 --> 01:04:07.130
businesses with a bad business model,

01:04:07.170 --> 01:04:09.130
meaning that this is a long-term play,

01:04:09.791 --> 01:04:10.030
right?

01:04:10.231 --> 01:04:12.092
If it works, it's going to work really,

01:04:12.132 --> 01:04:13.793
really well and more people will come,

01:04:13.833 --> 01:04:15.132
but it's taking a long time

01:04:15.512 --> 01:04:17.114
to get those stories together because,

01:04:17.153 --> 01:04:18.173
you know, we started a year ago.

01:04:18.193 --> 01:04:18.994
I don't have anybody who's

01:04:19.014 --> 01:04:19.875
been placed for two years.

01:04:20.574 --> 01:04:20.934
Right.

01:04:20.954 --> 01:04:21.375
Who's happy?

01:04:21.574 --> 01:04:22.076
Who's doing that?

01:04:22.115 --> 01:04:23.536
But we do the case studies afterward.

01:04:24.835 --> 01:04:26.677
But yeah, when people are happy, you know,

01:04:26.876 --> 01:04:28.077
and the employer and the

01:04:28.257 --> 01:04:29.418
employee are happy three,

01:04:29.478 --> 01:04:30.657
four or five months into it,

01:04:31.077 --> 01:04:32.239
they obviously know a whole

01:04:32.278 --> 01:04:33.278
lot more about each other

01:04:33.338 --> 01:04:36.420
at that point than they did previously.

01:04:36.980 --> 01:04:37.739
So, you know.

01:04:40.581 --> 01:04:41.561
You're working yourself out

01:04:41.581 --> 01:04:42.842
of a job because you're

01:04:43.061 --> 01:04:43.902
you're matching people and

01:04:43.961 --> 01:04:45.563
it's obviously not a transaction.

01:04:45.583 --> 01:04:46.402
It's more of a relationship.

01:04:46.422 --> 01:04:47.663
But this is going to continue.

01:04:47.762 --> 01:04:47.902
Right.

01:04:47.922 --> 01:04:48.443
You're not going to work

01:04:48.483 --> 01:04:49.643
yourself out of a job like

01:04:50.059 --> 01:04:50.940
I mean, the market.

01:04:50.960 --> 01:04:53.521
I mean, how many people need a job?

01:04:53.621 --> 01:04:55.523
I will not say which organization,

01:04:56.083 --> 01:04:58.083
but I went to a PT organization.

01:04:58.103 --> 01:04:59.844
I was surfing around on the job boards,

01:05:00.204 --> 01:05:02.485
and there were 907 openings.

01:05:02.545 --> 01:05:02.646
Now,

01:05:02.706 --> 01:05:04.487
I know companies will also put up

01:05:04.586 --> 01:05:05.047
openings.

01:05:05.567 --> 01:05:05.927
Some do.

01:05:06.186 --> 01:05:07.827
For predictive and to fill a

01:05:07.867 --> 01:05:08.628
role that they know will

01:05:08.949 --> 01:05:09.809
mathematically be open in a

01:05:09.849 --> 01:05:10.248
couple months.

01:05:10.628 --> 01:05:12.110
That's still a large,

01:05:12.349 --> 01:05:13.570
large number of openings.

01:05:13.751 --> 01:05:14.550
A lot.

01:05:15.050 --> 01:05:16.492
It shows that there's a need.

01:05:17.588 --> 01:05:18.789
there's it well, there's a huge need.

01:05:18.869 --> 01:05:20.228
And there's a need on the other side, too.

01:05:20.289 --> 01:05:21.530
And that's been interesting,

01:05:21.550 --> 01:05:22.289
because we're still start

01:05:22.630 --> 01:05:24.971
trying to sort out who our

01:05:25.010 --> 01:05:26.010
target customers are,

01:05:26.052 --> 01:05:26.692
because I think we have a

01:05:26.731 --> 01:05:27.711
lot to offer for like

01:05:27.771 --> 01:05:29.333
students and new grads to

01:05:29.693 --> 01:05:30.793
get them into the right place.

01:05:30.893 --> 01:05:33.074
But the challenge with them is,

01:05:33.134 --> 01:05:33.775
in many cases,

01:05:33.994 --> 01:05:35.235
back to the relationship analogy,

01:05:35.514 --> 01:05:37.135
they haven't yet had the bad boyfriend.

01:05:40.197 --> 01:05:41.498
They don't appreciate

01:05:41.945 --> 01:05:43.088
the good one, right?

01:05:43.369 --> 01:05:45.355
They don't know they need the good one.

01:05:45.695 --> 01:05:46.458
So they're like, well,

01:05:46.478 --> 01:05:47.159
I'm just going to go ahead

01:05:47.199 --> 01:05:48.322
and take this job over here.

01:05:48.362 --> 01:05:49.947
And you're like, it's not,

01:05:50.007 --> 01:05:50.869
you're not going to be there.

01:05:51.704 --> 01:05:52.864
But yeah, I mean,

01:05:52.884 --> 01:05:54.644
they gotta go do that and experience it.

01:05:55.065 --> 01:05:56.106
So really it's the folks

01:05:56.126 --> 01:05:56.806
with a little bit more

01:05:56.846 --> 01:05:58.005
experience who've gotten a

01:05:58.045 --> 01:05:59.987
little bit jaded or a little unhappy.

01:06:01.106 --> 01:06:01.847
What I'm trying to do is

01:06:01.887 --> 01:06:03.547
catch them before they're going, oh,

01:06:03.628 --> 01:06:05.048
there are no great jobs out there,

01:06:05.248 --> 01:06:06.869
because there are, right?

01:06:07.289 --> 01:06:09.010
But if we can get them in

01:06:09.050 --> 01:06:10.971
that sweet spot of I'm not happy,

01:06:11.010 --> 01:06:12.731
but I don't wanna run away

01:06:12.751 --> 01:06:13.831
and retire or abandon the

01:06:13.871 --> 01:06:16.271
profession or whatever.

01:06:16.432 --> 01:06:17.492
We can totally help them.

01:06:18.083 --> 01:06:19.402
PT match.io.

01:06:20.204 --> 01:06:21.684
I like your website simplicity.

01:06:21.864 --> 01:06:22.824
Like you literally go there.

01:06:22.864 --> 01:06:23.844
It's like, here it is.

01:06:24.065 --> 01:06:25.766
And then it's like, go here for candidates,

01:06:25.885 --> 01:06:26.985
go here for employers.

01:06:27.166 --> 01:06:28.106
And this is what we do.

01:06:28.746 --> 01:06:30.726
And it's not a website.

01:06:30.746 --> 01:06:32.347
It's not really about you.

01:06:32.407 --> 01:06:34.289
It's about me in terms of reading it.

01:06:35.128 --> 01:06:35.528
Well, thanks.

01:06:35.708 --> 01:06:35.949
Yeah.

01:06:36.028 --> 01:06:36.909
I didn't know we were going

01:06:36.929 --> 01:06:37.590
to talk about that today,

01:06:37.650 --> 01:06:38.269
but I appreciate it.

01:06:39.059 --> 01:06:39.199
Well,

01:06:39.219 --> 01:06:43.061
I feel like it kind of fit in terms

01:06:43.101 --> 01:06:43.922
of relationships.

01:06:44.222 --> 01:06:45.384
And that's where I tell

01:06:45.403 --> 01:06:46.045
people all the time,

01:06:46.085 --> 01:06:47.965
I came into a PT profession

01:06:48.005 --> 01:06:50.268
that as a second career person,

01:06:50.387 --> 01:06:50.788
I was like,

01:06:50.847 --> 01:06:51.869
this is going to be about

01:06:52.530 --> 01:06:54.271
anatomy and physiology and

01:06:54.331 --> 01:06:55.172
bones and joints.

01:06:55.311 --> 01:06:56.512
And then I started working

01:06:56.532 --> 01:06:59.876
with people and I was like, oh, oh,

01:07:00.315 --> 01:07:00.976
got it.

01:07:01.056 --> 01:07:02.418
Psychology, communication.

01:07:03.501 --> 01:07:05.623
I remember I asked a professor, I was like,

01:07:06.182 --> 01:07:07.523
I would study for five

01:07:07.563 --> 01:07:08.744
hours or 55 hours and I

01:07:08.764 --> 01:07:11.246
would always get like an 85 or an 88.

01:07:11.246 --> 01:07:12.485
And I'm like, these guys over here,

01:07:12.505 --> 01:07:13.266
they're getting A's and

01:07:13.286 --> 01:07:14.067
they're getting 95s.

01:07:14.106 --> 01:07:15.527
And she pulled me out of the

01:07:15.568 --> 01:07:16.507
line once and she was like,

01:07:16.728 --> 01:07:17.748
would you want any of those

01:07:17.789 --> 01:07:18.909
people touching your grandma?

01:07:18.929 --> 01:07:19.690
I was like, no.

01:07:19.789 --> 01:07:20.650
And she was like, right.

01:07:20.670 --> 01:07:24.512
And I was like, oh, I got it now.

01:07:24.771 --> 01:07:25.773
Got it, got it, got it.

01:07:25.813 --> 01:07:28.594
It's not going to matter soon.

01:07:28.634 --> 01:07:29.873
Is there anything we didn't talk about?

01:07:29.893 --> 01:07:30.755
Anything we didn't touch on?

01:07:31.436 --> 01:07:31.556
I mean,

01:07:31.577 --> 01:07:32.637
I'm sure there's a lot to touch on

01:07:32.657 --> 01:07:34.057
because we both dig these things.

01:07:34.097 --> 01:07:34.838
We could talk for days.

01:07:34.898 --> 01:07:35.878
But yeah, I mean,

01:07:36.780 --> 01:07:38.059
there's so much complexity

01:07:38.099 --> 01:07:39.701
in running a business and

01:07:39.740 --> 01:07:40.820
doing all the things like

01:07:41.121 --> 01:07:42.342
the spinning plates thing, right?

01:07:42.762 --> 01:07:43.902
I think the thing to do is

01:07:43.943 --> 01:07:45.983
just to focus in on one at a time.

01:07:46.903 --> 01:07:47.844
You've got the other ones

01:07:48.144 --> 01:07:49.885
stable enough for now.

01:07:50.246 --> 01:07:50.706
Right.

01:07:50.865 --> 01:07:52.286
Priorities are and what

01:07:52.306 --> 01:07:53.347
needs work and whether

01:07:53.387 --> 01:07:54.487
that's making something

01:07:55.657 --> 01:07:56.177
OK,

01:07:56.237 --> 01:07:58.559
because it's really bad right now or

01:07:58.639 --> 01:08:00.278
taking that thing that, you know,

01:08:00.338 --> 01:08:01.298
everything's OK,

01:08:01.318 --> 01:08:03.000
but I want to be better at this.

01:08:03.519 --> 01:08:03.760
You know,

01:08:04.500 --> 01:08:06.840
be deliberate in those decisions.

01:08:07.300 --> 01:08:08.360
That's the big thing I would

01:08:08.440 --> 01:08:09.221
kind of leave people with.

01:08:09.541 --> 01:08:09.740
All right.

01:08:09.760 --> 01:08:10.240
Well, well,

01:08:10.260 --> 01:08:11.041
you have to leave them with one

01:08:11.061 --> 01:08:11.840
more because the last thing

01:08:11.860 --> 01:08:12.641
we do on the show is called

01:08:12.661 --> 01:08:13.402
the parting shot.

01:08:14.181 --> 01:08:15.222
So you have to do a parting shot.

01:08:15.242 --> 01:08:16.341
So what is the one thing

01:08:16.362 --> 01:08:17.342
you'd really now you'd

01:08:17.443 --> 01:08:18.422
leave leave them with?

01:08:18.523 --> 01:08:19.643
What is what is an idea,

01:08:19.703 --> 01:08:20.643
sentiment or anything you

01:08:20.662 --> 01:08:21.384
want to leave with the audience?

01:08:22.884 --> 01:08:23.463
Be different.

01:08:24.729 --> 01:08:25.850
Embrace your differences.

01:08:25.909 --> 01:08:27.631
You know, we're at a time where that's not,

01:08:29.650 --> 01:08:31.070
people shy away from it, right?

01:08:31.091 --> 01:08:33.051
I don't want to stand out.

01:08:33.072 --> 01:08:34.231
I don't want to create controversy.

01:08:34.652 --> 01:08:35.652
I don't, you know, whatever.

01:08:37.412 --> 01:08:38.012
Be different,

01:08:38.052 --> 01:08:40.832
embrace that and be genuine about it.

01:08:41.173 --> 01:08:42.514
Because we're also in a time where,

01:08:43.014 --> 01:08:44.934
you know, that Instagram effect of, oh,

01:08:45.274 --> 01:08:46.555
it looks like they're doing

01:08:46.635 --> 01:08:47.494
so much better than me.

01:08:48.649 --> 01:08:48.868
Jimmy,

01:08:48.889 --> 01:08:49.911
that's one of the things I get to

01:08:49.930 --> 01:08:51.814
look behind the curtain on

01:08:52.054 --> 01:08:52.635
so many different

01:08:52.675 --> 01:08:54.618
businesses and it's not

01:08:54.698 --> 01:08:56.560
going perfectly for anybody.

01:08:57.181 --> 01:08:59.225
I mean, that's the nature of business.

01:08:59.641 --> 01:08:59.841
Right.

01:08:59.981 --> 01:09:00.842
You know how many times,

01:09:00.904 --> 01:09:01.885
I remember the first time

01:09:01.925 --> 01:09:02.966
someone pointed this out for me.

01:09:03.126 --> 01:09:03.466
They're like,

01:09:03.627 --> 01:09:04.967
the person who keeps telling

01:09:04.988 --> 01:09:05.788
you on social media how

01:09:05.849 --> 01:09:06.630
great their life is.

01:09:07.190 --> 01:09:07.792
And unfortunately,

01:09:07.811 --> 01:09:08.872
it's been real examples.

01:09:09.432 --> 01:09:11.916
And I saw from friends, the person online,

01:09:12.117 --> 01:09:12.997
well, their life's great.

01:09:13.097 --> 01:09:14.359
I know them well enough to be like,

01:09:14.378 --> 01:09:14.960
look how great it is.

01:09:15.000 --> 01:09:15.801
And then eight months later,

01:09:15.820 --> 01:09:16.542
they're divorced.

01:09:17.021 --> 01:09:17.943
How'd that happen?

01:09:18.042 --> 01:09:18.783
It was like, well...

01:09:19.672 --> 01:09:20.332
This is where you start to

01:09:20.353 --> 01:09:21.693
look at psychology and you're like, oh,

01:09:21.713 --> 01:09:23.974
gosh, we're we're patternistic animals.

01:09:24.033 --> 01:09:25.594
And it's not like you can predict,

01:09:26.435 --> 01:09:27.194
but you're like when you

01:09:27.274 --> 01:09:28.135
see enough of the same

01:09:28.194 --> 01:09:29.435
things over and over again,

01:09:29.475 --> 01:09:31.576
you can sort of narrow down a result.

01:09:31.636 --> 01:09:31.996
So, yeah,

01:09:32.015 --> 01:09:33.195
it's not always the grass isn't

01:09:33.216 --> 01:09:34.697
always it's never it's

01:09:34.737 --> 01:09:36.237
never as good as it appears to be.

01:09:36.296 --> 01:09:37.577
People keep talking about how great it is.

01:09:37.617 --> 01:09:38.358
Typically, it's not.

01:09:40.097 --> 01:09:41.158
Very, very often.

01:09:41.637 --> 01:09:43.298
I want to I want to leave

01:09:43.319 --> 01:09:44.338
people with don't try to be

01:09:44.359 --> 01:09:45.139
the tallest penguin.

01:09:45.198 --> 01:09:45.838
I like that one.

01:09:47.800 --> 01:09:48.239
Be a chimp.

01:09:48.997 --> 01:09:49.618
Be a champ.

01:09:49.637 --> 01:09:50.417
Be a flamingo.

01:09:50.497 --> 01:09:51.760
Just don't be the tallest penguin.

01:09:52.159 --> 01:09:52.420
Sturdy,

01:09:52.460 --> 01:09:53.780
how do you want people to contact

01:09:53.801 --> 01:09:54.542
you if they're like, yeah,

01:09:54.622 --> 01:09:55.783
I want to talk more about this guy?

01:09:55.802 --> 01:09:56.844
Where do you usually send them?

01:09:57.765 --> 01:09:58.926
Sturdycoaching.com.

01:09:58.945 --> 01:10:00.346
I mean, I'm not hard to find.

01:10:00.827 --> 01:10:02.368
LinkedIn, Facebook, whatever.

01:10:03.409 --> 01:10:04.551
I'll answer messengers.

01:10:05.591 --> 01:10:06.832
My phone number's on the website.

01:10:06.853 --> 01:10:09.595
If you Google me,

01:10:09.835 --> 01:10:11.076
you're going to get me or my kid.

01:10:11.095 --> 01:10:11.596
Yeah.

01:10:12.521 --> 01:10:16.163
all right all right well

01:10:16.264 --> 01:10:17.083
let's have you back in a

01:10:17.104 --> 01:10:17.863
little while like think

01:10:17.923 --> 01:10:19.125
about what your next I mean

01:10:19.164 --> 01:10:20.024
we talked we started with

01:10:20.045 --> 01:10:20.985
word of mouth and then we

01:10:21.006 --> 01:10:22.065
sort of went sideways into

01:10:22.086 --> 01:10:22.765
the weeds which is

01:10:23.025 --> 01:10:23.827
ironically where all the

01:10:23.867 --> 01:10:25.407
fun stuff is I i don't like

01:10:25.426 --> 01:10:26.347
to stay on course a lot

01:10:26.368 --> 01:10:29.069
because that's boring uh so

01:10:29.168 --> 01:10:29.948
think about what our next

01:10:30.029 --> 01:10:30.949
brew will be and then we'll

01:10:30.970 --> 01:10:33.010
do that again love it yeah

01:10:33.130 --> 01:10:33.911
and maybe we can get you to

01:10:33.951 --> 01:10:35.190
go later so I can actually

01:10:35.792 --> 01:10:37.391
have a beer I'm open to it

01:10:37.532 --> 01:10:38.832
I'm I never don't twist

01:10:38.853 --> 01:10:39.613
don't threaten me with a

01:10:39.632 --> 01:10:40.472
good time as they say

01:10:40.533 --> 01:10:41.594
sturdy appreciate your time man

01:10:42.452 --> 01:10:42.934
Thanks, Jimmy.

01:10:42.953 --> 01:10:43.957
Thanks so much for having me.