Is Patient Motivation Real? Spoiler: No

WEBVTT

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Good morning, PT Breakfast Club.

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I'm Drew McKay.

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Good morning.

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Where are you, Georgia?

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Is that where you are?

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Come closer on your rocking

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chair up on your porch.

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Tell me a tale, Dave.

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Spin me a yarn.

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I think you're muted.

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You're muted, Dave.

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Pull up a rocking chair.

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Good morning.

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Pull up a rocking chair.

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Tell me a tale.

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Spin me a yarn, Dave.

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Is this the same cabin that

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you were in before?

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Yeah.

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It's got to be.

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Is it like an Airbnb or is

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there something in the family?

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My wife's side of the family.

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Hathfield or McCoy,

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which I don't know how this

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works down south.

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Hey,

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what happened to the Yankees last night?

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They lost.

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They were doing well, too.

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I went to bed early.

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I am wearing the shirt, though,

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because I feel like you

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don't jump off the bandwagon.

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Yeah, it was a couple of key mistakes.

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That's true, Yankee fan.

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All right.

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What are we talking about?

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Yeah, so I got the list.

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So I think we're getting

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better at creating lists.

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We're really good at topics

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at Wednesday night at ten

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o'clock in our group chat.

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And then I'm like, okay,

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put this in an actual list.

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So things to talk about.

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We've got a couple different

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topics that we can choose.

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One is...

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The post that Tony had,

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and I can bring up a

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screenshot of the patient's

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right to choose your interventions.

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And this started to cause,

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it wasn't a crazy viral or fire,

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but it was like people were

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like very sort of divided.

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Like, no, I'm the expert.

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I'm the gatekeeper.

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Or is this their care?

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Do they get a conversation in it?

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So that was one I was

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excited to talk about.

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Let's start with that.

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And so, you know, here it says,

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should patients have the

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right to choose their interventions?

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And I choose these words very carefully,

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right?

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Because does the patient

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have the right to choose

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their interventions?

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What would you say if the patient said,

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quote, I only want manual therapy.

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I can do the exercises on my own.

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We hear that a fair amount.

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A lot.

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If you say yes, then would you also...

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I would also love to hear

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your view on the role of the therapist,

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because if we're just going

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to be the waiter who's

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delivering the intervention,

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who needs us?

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Like we're not using any of

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our clinical skills,

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our assessment skills, any of that stuff.

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Might as well be a technician.

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On the flip side,

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if we're only there to do

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what we want to do with

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zero impact from the patient, then,

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you know,

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we're sitting in that ivory

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tower or whatever it is,

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and we're too disconnected.

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And I think you can make a case,

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like in Dave's world,

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Dave is seeing self-pay patients.

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Self-pay patients are going

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to have more involvement.

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I've said a hundred times, I am not...

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The patient has abdicated

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responsibility of the

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decision-making to the

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insurance company in many of my cases.

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They say,

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I will take what the insurance gives me.

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That's it.

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So once that patient has done that,

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then the customer is the

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insurance company and I

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will deliver what the

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insurance company is buying

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and nothing more.

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And so the insurance company

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is effectively saying, hey,

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we'll pay for the evaluation.

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We'll pay for the plan.

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Once you show them what to do,

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we don't care if they do it.

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Don't do it.

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Achieve the goal.

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Don't achieve the goal.

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We are paying you to show

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them what they need to do

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and they're done.

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And Medicare has published

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multiple examples.

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Once I show them this is a bike,

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this is a seat, this is a pedal.

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Push it.

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They're not paying for me to

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talk to them on the bike anymore.

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Right.

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All right.

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What do you guys say?

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So right off the bat, I mean,

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you covered a little bit of it,

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but like in healthcare, right?

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Let's say, God forbid,

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we have a family member, a neighbor,

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a coworker that has cancer, right?

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Maybe it's a little different.

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Maybe we are a little

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different than the oncologist example,

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right?

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The oncologist example would be like,

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you have X amount of cancer

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in this location.

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It may or may not be spreading, whatever.

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And whatever they say,

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that is the treatment.

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There is the patient, the consumer,

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the healthcare consumer.

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Um,

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they are at the whim of that oncologist

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and the team and the

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research and the imaging and any other,

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you know, lab work or whatever.

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So that person, that patient,

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that healthcare consumer, um,

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kind of turns over everything like their,

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their trust, uh, uh,

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everything over to that oncologist.

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And it is,

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I think it is a little different

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in terms of like physical

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therapy and health and

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wellness and all that.

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And when,

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when someone can do something

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like exercise elsewhere,

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they can do it at home.

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They can go on YouTube.

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They can do it at the gym.

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They can do it at a personal

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training facility, whatever.

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It is different.

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So we can get into that as kind of like,

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I don't know, like my, my initial, uh,

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Thoughts on it,

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because I think it is

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different in terms of like

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the navigation of that

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person going through that

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type of service or

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treatment or whatever us versus oncology.

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I would say, hang on, Jimmy.

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I would say that the thing is, though,

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like I've had family

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members that have had cancer.

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They go to an oncologist.

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They're still going to make the decision.

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Do I do chemo?

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Do I do surgery?

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What are my treatment options?

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What am I willing to do?

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And I've seen plenty of

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cases where the patient says,

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I don't want to do that.

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And the physician, oncologist, surgeon,

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whoever says, then you're not my patient.

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This is the plan of care.

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This is what I recommend.

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If you don't want to follow that,

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go find another provider.

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Go find another specialist.

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Um, which is fine.

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Totally justified.

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Like I,

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I refer a ton of patients out because I,

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there are a lot of things

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that I don't do.

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I mean, easy thing.

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I would never do pediatrics.

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I would never do neuro.

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I would never do amputee,

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but also I don't want to do

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sciatica anymore.

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If you come to me or if I

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see sciatica on my schedule

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for an evaluation,

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I will try to refer them to

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another provider because I

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don't have tools to manage

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or treat sciatica.

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I don't want to it's crazy

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by the way but okay it's

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fine listen I was gonna

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have insight and then I

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thought uh literally I we

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know the phones listen to

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us and they bring us things

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based on what we're talking

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about this guy said it way

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better so here's a guy by

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the name of seth godin this

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video came up just after we

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talked about go to momofuku

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my two kids my wife and I on saturdays

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I haven't eaten meat in thirty five years.

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And I would say,

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I would like the Brussels sprouts,

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please leave off the bacon.

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And the first three times I ordered it,

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they made it for me the way I wanted.

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The fourth time we went,

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David turned to me and said, you know,

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we make it with bacon

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because we think it tastes

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good with bacon.

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And there's a vegetarian

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restaurant three doors down.

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that someone else owns.

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I think you should go there.

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And that was the day that

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David Chang became David Chang.

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Pick your customers, pick your future.

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That is how you actually build a brand.

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You stand for something for someone.

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You are not trying to make

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everything for everyone.

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If you're not willing to do that,

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then you don't have a brand.

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You're just a commodity provider.

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That last line sort of hit, right?

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You're just a commodity provider.

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Now,

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I don't know if I'm going to be as

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staunch as this,

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but I do like where both of

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you are coming from, which is like,

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I do this,

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I do these things and not those things,

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right?

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I don't want to,

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because if you start

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running around chasing everybody,

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you're exhausted, right?

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I do have some thoughts like

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in terms of a little bit of

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choose your own adventure in care,

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which is like you providing a few options,

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which ones would you like to try?

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My suggestion is trying

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these first and then we can

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move down the line if those don't work.

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So I sort of like,

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I'm not directly in the middle of

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all or nothing.

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Um, but I'm definitely not on either side,

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which is like that person who was like,

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I make the Brussels sprouts

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with the bacon and Seth

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Godin was getting it there for a while.

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And the guy's finally was like,

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you know what?

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You're a vegetarian and

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we're not a vegetarian restaurant.

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And if I keep bending for you,

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like this ain't what I do.

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And there's a difference

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between like McDonald's and what,

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I don't know who David Chang is.

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Apparently he's a famous chef.

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Um,

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But he stood for something.

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But here's the thing.

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David Chang also has other

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things on his menu.

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So he doesn't only provide

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Brussels sprouts with bacon.

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There's other things you can get there.

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And if you don't like it, that's cool.

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There's a place down the street.

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Refer out.

00:09:03.956 --> 00:09:04.876
So two quick things.

00:09:05.017 --> 00:09:06.538
If that's actually a real story,

00:09:06.958 --> 00:09:08.360
David Chang did that on purpose,

00:09:08.541 --> 00:09:09.480
hoping that Seth Godin

00:09:09.500 --> 00:09:11.023
would like say the story on

00:09:11.043 --> 00:09:12.063
like a talk or something,

00:09:12.104 --> 00:09:13.645
because David Chang is an

00:09:13.686 --> 00:09:14.626
amazing marketer.

00:09:14.687 --> 00:09:16.548
He's been on Netflix shows

00:09:16.649 --> 00:09:17.789
with his different restaurants.

00:09:18.831 --> 00:09:19.331
He's huge.

00:09:19.350 --> 00:09:21.133
And, you know, I'm not a foodie,

00:09:21.173 --> 00:09:21.774
but my wife is.

00:09:21.813 --> 00:09:22.975
So I guess that's kind of how I know him.

00:09:23.014 --> 00:09:25.157
But that's one thing.

00:09:25.456 --> 00:09:26.298
The second thing would be.

00:09:27.500 --> 00:09:28.682
I think like some of the

00:09:28.702 --> 00:09:29.844
patients and clients that we have,

00:09:30.904 --> 00:09:32.788
like we say, hey, we'll help you do this,

00:09:32.827 --> 00:09:33.327
this, this.

00:09:33.828 --> 00:09:35.610
Maybe they're in their seventies, right?

00:09:35.890 --> 00:09:37.192
And they don't wanna do a

00:09:37.232 --> 00:09:38.475
lot of movement or exercise.

00:09:38.975 --> 00:09:40.216
We'll start on their path.

00:09:40.236 --> 00:09:41.298
We'll start on their path of

00:09:41.398 --> 00:09:42.298
least resistance of the

00:09:42.318 --> 00:09:43.159
things that they kind of

00:09:43.179 --> 00:09:44.221
wanna do to get them going.

00:09:44.701 --> 00:09:46.743
Then over time, we kind of like,

00:09:46.962 --> 00:09:47.504
we kind of,

00:09:47.543 --> 00:09:49.504
we kind of nudge them over to our path.

00:09:49.725 --> 00:09:51.125
We go, we go from their path.

00:09:51.446 --> 00:09:52.186
And then over time,

00:09:52.206 --> 00:09:53.866
we kind of like gradually

00:09:53.947 --> 00:09:55.748
ease them into the water of like,

00:09:56.148 --> 00:09:57.688
you know, more mobility, stability,

00:09:57.808 --> 00:09:59.230
you know, strength, independence,

00:09:59.269 --> 00:10:00.710
empowerment, all that type of stuff,

00:10:01.510 --> 00:10:02.791
which I want to say that I

00:10:02.811 --> 00:10:03.432
think that's a little

00:10:03.471 --> 00:10:05.173
different than the oncology example where,

00:10:05.753 --> 00:10:06.994
okay, the oncologist says,

00:10:07.033 --> 00:10:07.833
here's all the options.

00:10:08.193 --> 00:10:09.054
And the patient's like, well,

00:10:09.154 --> 00:10:09.975
I'm going to pick one.

00:10:10.075 --> 00:10:11.495
And it's kind of, for the most part now,

00:10:11.615 --> 00:10:12.596
of course, in oncology,

00:10:12.655 --> 00:10:13.476
sometimes it might be like,

00:10:14.571 --> 00:10:15.692
maybe it's chemo first and

00:10:15.711 --> 00:10:17.134
then maybe there is surgery or whatever.

00:10:17.313 --> 00:10:17.995
So yes,

00:10:18.034 --> 00:10:19.397
of course it can kind of go back

00:10:19.417 --> 00:10:19.837
and forth.

00:10:20.298 --> 00:10:21.980
But I think that's,

00:10:22.500 --> 00:10:23.542
at least from my perspective,

00:10:23.581 --> 00:10:24.604
I would love to hear what you guys think.

00:10:24.624 --> 00:10:26.765
And also anyone here live in

00:10:26.785 --> 00:10:28.729
the comments for what we do,

00:10:28.808 --> 00:10:29.490
it's kind of like,

00:10:30.090 --> 00:10:31.091
we know the patient or

00:10:31.111 --> 00:10:32.052
client we're evaluating them.

00:10:33.274 --> 00:10:35.375
But we want to get them going somewhat.

00:10:35.495 --> 00:10:36.654
And again, we have no side effects.

00:10:36.674 --> 00:10:38.414
We have no issues with what we offer.

00:10:38.774 --> 00:10:40.296
Okay, you want to start a little bit.

00:10:40.735 --> 00:10:41.336
You want to do a little

00:10:41.375 --> 00:10:42.135
physical therapy with the

00:10:42.556 --> 00:10:43.756
chocolate cake style.

00:10:43.836 --> 00:10:45.616
Okay, let's go your path.

00:10:45.836 --> 00:10:46.297
And then we're going to

00:10:46.317 --> 00:10:47.778
nudge you our way over time.

00:10:48.077 --> 00:10:49.317
And it might be on the second visit.

00:10:49.357 --> 00:10:51.099
It might be on the sixth or twelfth visit.

00:10:51.798 --> 00:10:52.578
And it might be later.

00:10:52.938 --> 00:10:53.720
But over time,

00:10:54.019 --> 00:10:55.061
we want to get them on our

00:10:55.120 --> 00:10:57.001
path of of that type of movement.

00:10:57.022 --> 00:10:57.442
So I don't know.

00:10:57.482 --> 00:10:58.182
Does that make sense?

00:10:58.423 --> 00:10:58.583
Yeah.

00:10:58.703 --> 00:10:59.063
At first,

00:10:59.124 --> 00:11:00.825
I didn't like the oncology

00:11:01.765 --> 00:11:03.486
comparison because it's like an extreme.

00:11:03.547 --> 00:11:03.827
Right.

00:11:04.207 --> 00:11:05.349
But I sort of do,

00:11:05.469 --> 00:11:06.249
which is like it's

00:11:06.389 --> 00:11:07.470
ultimately it's like choice.

00:11:07.490 --> 00:11:08.490
I actually like the oncology

00:11:08.510 --> 00:11:09.932
one because it's like, hey,

00:11:10.373 --> 00:11:11.273
people with cancer like

00:11:11.332 --> 00:11:12.354
might have limited time.

00:11:13.075 --> 00:11:14.115
Dude, if you want to go out,

00:11:14.275 --> 00:11:15.677
you want to go out on your terms.

00:11:15.777 --> 00:11:15.996
Right.

00:11:16.116 --> 00:11:16.758
You're like, OK, fine.

00:11:17.719 --> 00:11:18.600
I think we're going to try this.

00:11:18.620 --> 00:11:19.681
You've given me two options.

00:11:19.740 --> 00:11:20.600
And if it's my choice,

00:11:20.620 --> 00:11:21.442
we're going to go this way.

00:11:21.761 --> 00:11:22.523
So I sort of like that

00:11:22.582 --> 00:11:23.783
example where it's like, okay,

00:11:23.823 --> 00:11:24.804
this is important to have

00:11:24.845 --> 00:11:26.066
buy-in if this isn't the right,

00:11:26.105 --> 00:11:26.725
but here's the thing.

00:11:27.326 --> 00:11:28.587
If the doctor gives you a B

00:11:28.648 --> 00:11:30.009
and you keep picking C that

00:11:30.028 --> 00:11:32.129
doctor says like this thing, like that,

00:11:32.169 --> 00:11:34.152
that is your, I'm giving you your, your,

00:11:34.231 --> 00:11:35.153
you a hundred percent have

00:11:35.212 --> 00:11:36.734
agency and I will give you

00:11:36.793 --> 00:11:38.375
three people who would do that.

00:11:38.615 --> 00:11:39.716
And that is better for you

00:11:39.755 --> 00:11:40.596
because they're going to be

00:11:40.956 --> 00:11:42.437
more knowledgeable in that treatment,

00:11:42.518 --> 00:11:43.239
more motivated.

00:11:43.339 --> 00:11:44.399
They're going to have more insight.

00:11:44.860 --> 00:11:46.020
So I like that.

00:11:46.061 --> 00:11:46.221
Like,

00:11:46.461 --> 00:11:48.142
this is also we've gone back to great.

00:11:48.162 --> 00:11:48.942
What's the great first

00:11:49.003 --> 00:11:51.144
question to ask someone in a session,

00:11:51.203 --> 00:11:52.784
not necessarily an initial evaluation,

00:11:52.804 --> 00:11:53.004
but like,

00:11:53.365 --> 00:11:54.605
what's your expectation of today?

00:11:57.197 --> 00:11:58.157
that's gonna increase your

00:11:58.277 --> 00:11:58.998
odds of having a good

00:11:59.018 --> 00:11:59.977
experience that day because

00:11:59.998 --> 00:12:00.817
there's no confusion.

00:12:00.837 --> 00:12:01.658
That person's not sitting

00:12:01.678 --> 00:12:03.039
there awkwardly wondering

00:12:03.080 --> 00:12:04.120
why we're doing this and not that.

00:12:04.139 --> 00:12:05.740
What's your expectation of today?

00:12:06.020 --> 00:12:07.341
What's one thing you wanna accomplish?

00:12:07.642 --> 00:12:08.522
What are one or two things

00:12:08.542 --> 00:12:10.403
you definitely do or don't do?

00:12:10.423 --> 00:12:11.303
This is where I say you act

00:12:11.344 --> 00:12:12.443
like a wedding DJ.

00:12:12.764 --> 00:12:14.465
This was one thing I learned to,

00:12:14.705 --> 00:12:16.166
I used to do wedding DJing in college.

00:12:16.206 --> 00:12:16.985
My brother would do all the

00:12:17.005 --> 00:12:18.386
music and I would just be the MC,

00:12:18.626 --> 00:12:19.788
but I would book a lot of the gigs.

00:12:20.248 --> 00:12:21.229
And do you want to like the

00:12:21.269 --> 00:12:22.830
question to make sure the brides,

00:12:22.970 --> 00:12:23.711
it was always the bride.

00:12:24.311 --> 00:12:25.052
The groom was like,

00:12:25.091 --> 00:12:26.673
what's on tap and what's the bar?

00:12:27.332 --> 00:12:28.794
The bride was typically like,

00:12:28.835 --> 00:12:29.475
what's the music?

00:12:29.815 --> 00:12:31.576
The two questions, what songs?

00:12:31.956 --> 00:12:33.697
One hundred percent need to be played.

00:12:34.099 --> 00:12:37.301
What songs do you never want to hear ever?

00:12:37.380 --> 00:12:38.902
As long as I stayed within those bounds,

00:12:39.081 --> 00:12:40.143
they sort of didn't care.

00:12:40.222 --> 00:12:41.183
Then I just turned to my brother.

00:12:41.203 --> 00:12:42.804
I'm like, do you definitely do play these?

00:12:43.065 --> 00:12:43.666
Don't play this.

00:12:44.186 --> 00:12:44.787
Anything else?

00:12:45.006 --> 00:12:46.107
Make it make the read.

00:12:46.128 --> 00:12:46.947
That's his job.

00:12:47.048 --> 00:12:47.609
Read the room.

00:12:48.910 --> 00:12:51.232
present a killer vibe when

00:12:51.293 --> 00:12:53.014
people are sweaty, give them a break,

00:12:53.193 --> 00:12:53.394
right?

00:12:53.413 --> 00:12:55.095
Like we play all the wedding games,

00:12:55.134 --> 00:12:55.936
but like that was,

00:12:56.336 --> 00:12:57.297
what's your expectation?

00:12:57.336 --> 00:12:58.357
And I feel like that's the

00:12:58.398 --> 00:12:59.577
question we're asking here is like,

00:12:59.618 --> 00:13:00.499
what's your expectation?

00:13:00.778 --> 00:13:01.058
Great.

00:13:01.220 --> 00:13:01.899
That doesn't sound like I'm

00:13:01.919 --> 00:13:03.321
a good therapist for you or perfect.

00:13:03.341 --> 00:13:04.522
That sounds like we can work

00:13:05.201 --> 00:13:05.942
within these bounds.

00:13:06.851 --> 00:13:08.493
And I think this is the joy

00:13:08.533 --> 00:13:10.072
of being the business owner,

00:13:10.113 --> 00:13:11.854
the entrepreneur, the creator.

00:13:12.313 --> 00:13:15.254
You know, this is on the screen.

00:13:15.355 --> 00:13:16.296
Have it your way.

00:13:16.316 --> 00:13:16.995
Yep.

00:13:17.015 --> 00:13:18.657
That is from Burger King, right?

00:13:19.037 --> 00:13:20.956
Jimmy mentioned McDonald's before.

00:13:21.017 --> 00:13:21.817
Like McDonald's,

00:13:21.837 --> 00:13:23.038
you typically get what you get.

00:13:23.077 --> 00:13:23.778
Burger King,

00:13:24.139 --> 00:13:26.259
they tried to brand themselves as, hey,

00:13:26.279 --> 00:13:27.120
we're going to customize

00:13:27.159 --> 00:13:28.139
the burger for you.

00:13:28.639 --> 00:13:30.280
It's kind of funny that I

00:13:30.321 --> 00:13:31.522
hear so many therapists.

00:13:31.562 --> 00:13:32.581
It's always about that.

00:13:32.881 --> 00:13:33.182
you know,

00:13:33.243 --> 00:13:35.625
customization and personalization.

00:13:35.664 --> 00:13:36.426
And we're going to create a

00:13:36.466 --> 00:13:37.287
plan of care that's

00:13:37.346 --> 00:13:38.828
personalized just to you.

00:13:39.389 --> 00:13:40.850
When we've seen countless

00:13:40.931 --> 00:13:45.557
businesses do amazing with protocols.

00:13:45.756 --> 00:13:48.059
And like when I buy a Honda Odyssey,

00:13:48.100 --> 00:13:49.221
I've got a couple options,

00:13:49.701 --> 00:13:50.461
but I'm getting what's

00:13:50.481 --> 00:13:51.383
coming off the line and

00:13:51.403 --> 00:13:52.083
what's on the lot.

00:13:52.945 --> 00:13:55.105
We decide what's the business we want.

00:13:55.706 --> 00:13:57.245
Are we going to be in the

00:13:57.306 --> 00:13:59.647
fully customized tailor made,

00:14:00.067 --> 00:14:00.908
made to fit you?

00:14:00.947 --> 00:14:03.408
If we are three hundred, five hundred,

00:14:03.427 --> 00:14:04.889
a thousand dollars a session.

00:14:05.448 --> 00:14:08.009
But if we're not, then let's, you know,

00:14:08.169 --> 00:14:09.950
let's operationalize this

00:14:10.009 --> 00:14:11.471
and let's embrace it and say, look,

00:14:11.530 --> 00:14:12.630
this is what I do.

00:14:12.730 --> 00:14:14.052
I don't do the other stuff.

00:14:14.072 --> 00:14:15.011
And just like Seth said,

00:14:15.091 --> 00:14:15.932
I know that video.

00:14:16.272 --> 00:14:17.832
I've seen that clip a bunch.

00:14:18.633 --> 00:14:20.975
If I can't deliver the

00:14:21.034 --> 00:14:23.277
experience you are looking for,

00:14:23.937 --> 00:14:25.158
go somewhere else and I'll

00:14:25.197 --> 00:14:26.778
even help you find somewhere else,

00:14:26.918 --> 00:14:27.320
you know,

00:14:27.379 --> 00:14:29.620
but absolutely go somewhere else.

00:14:29.660 --> 00:14:30.621
If you're looking for a

00:14:30.682 --> 00:14:32.003
thirty dollar experience,

00:14:32.263 --> 00:14:32.964
here's a good here.

00:14:33.024 --> 00:14:33.705
If you're looking for a

00:14:33.745 --> 00:14:35.306
three hundred dollar experience.

00:14:35.768 --> 00:14:37.227
What if the patient wants,

00:14:37.548 --> 00:14:38.469
what the patient wants has

00:14:38.528 --> 00:14:41.070
no clinical benefit in your opinion.

00:14:41.570 --> 00:14:42.750
Do you give it to them anyway,

00:14:42.909 --> 00:14:44.750
just to make them happy?

00:14:44.791 --> 00:14:45.250
Like what?

00:14:45.291 --> 00:14:46.931
Like I would need a more specific example.

00:14:46.971 --> 00:14:47.770
Like are you,

00:14:47.850 --> 00:14:48.892
is this Planet Fitness that

00:14:48.932 --> 00:14:49.991
serves pizza twice a week?

00:14:50.011 --> 00:14:51.011
Look, we've all had referrals.

00:14:51.351 --> 00:14:53.212
They come in, they had ultrasound,

00:14:53.312 --> 00:14:54.873
therapeutic ultrasound in the past.

00:14:54.932 --> 00:14:56.073
It made them feel better.

00:14:56.394 --> 00:14:58.073
Whether the machine was on or off,

00:14:58.114 --> 00:14:58.714
who cares?

00:14:59.174 --> 00:15:00.654
So let's say Scott,

00:15:00.735 --> 00:15:02.515
we're gonna use that as the example.

00:15:02.535 --> 00:15:03.255
Okay.

00:15:04.096 --> 00:15:04.956
Who's paying for it?

00:15:05.236 --> 00:15:05.557
You know,

00:15:05.677 --> 00:15:07.298
and this is where I would say if

00:15:07.399 --> 00:15:08.820
I'm in an insurance based

00:15:08.919 --> 00:15:11.721
model and I don't believe

00:15:11.761 --> 00:15:13.043
there is an absolute

00:15:13.102 --> 00:15:15.105
requirement for manual therapy.

00:15:15.804 --> 00:15:16.625
Twenty years ago.

00:15:17.636 --> 00:15:18.897
Manual therapy is what the

00:15:18.917 --> 00:15:19.817
patient was coming for.

00:15:19.857 --> 00:15:21.057
They want me to rub their shoulder,

00:15:21.097 --> 00:15:22.378
rub their back, rub their butt.

00:15:23.337 --> 00:15:25.438
I know that that's why they're coming.

00:15:25.479 --> 00:15:26.778
I make them do the exercise

00:15:26.798 --> 00:15:28.000
that's going to make them better first.

00:15:28.019 --> 00:15:29.320
And then I use the manual

00:15:29.340 --> 00:15:30.559
therapy truthfully as a

00:15:30.620 --> 00:15:33.000
bribe to make sure they keep coming.

00:15:33.020 --> 00:15:34.600
Because once the manual stops,

00:15:35.041 --> 00:15:36.481
lots of them were going to quit.

00:15:37.702 --> 00:15:39.004
I think if the insurance is

00:15:39.043 --> 00:15:40.124
paying and you're using

00:15:40.284 --> 00:15:41.725
ultrasound or manual or

00:15:41.765 --> 00:15:42.927
whatever as a bribe,

00:15:43.506 --> 00:15:45.808
you're probably doing things unethically.

00:15:45.969 --> 00:15:47.690
You know, that's that's the reality of it.

00:15:47.730 --> 00:15:48.291
But that's the way the

00:15:48.331 --> 00:15:49.511
profession has always run.

00:15:50.572 --> 00:15:52.614
If they're self-paying, fine,

00:15:52.673 --> 00:15:54.315
they can do you can do whatever you want.

00:15:54.394 --> 00:15:55.576
If it's a hybrid model,

00:15:55.976 --> 00:15:57.957
the insurance pays for the exercise.

00:15:58.158 --> 00:15:59.599
You can self-pay for the

00:15:59.799 --> 00:16:02.181
manual therapy or the ultrasound or,

00:16:02.802 --> 00:16:03.883
you know, compression boots.

00:16:04.403 --> 00:16:07.405
to me that makes me sleep well at night.

00:16:07.446 --> 00:16:08.947
That makes me feel like I'm

00:16:09.067 --> 00:16:12.070
doing right by all three, the patient,

00:16:12.210 --> 00:16:16.374
the provider and the insurance company.

00:16:16.453 --> 00:16:16.854
Yeah.

00:16:17.134 --> 00:16:19.235
Um, I used to, I was,

00:16:19.255 --> 00:16:20.998
I remember in PT school, I was like,

00:16:21.077 --> 00:16:22.298
you know, obviously like you're taught,

00:16:22.359 --> 00:16:23.139
like even my professor,

00:16:23.159 --> 00:16:24.020
I'm not going to call him out,

00:16:25.381 --> 00:16:25.942
but he was like,

00:16:26.081 --> 00:16:27.703
he literally had a practical exam for,

00:16:28.364 --> 00:16:28.504
um,

00:16:30.075 --> 00:16:31.355
uh, for modalities,

00:16:31.395 --> 00:16:32.956
literally sat across the room,

00:16:33.096 --> 00:16:34.619
like never even watched if

00:16:34.639 --> 00:16:35.499
we turned it on, like,

00:16:35.759 --> 00:16:38.942
like gave zero F's right for ultrasound.

00:16:39.481 --> 00:16:40.423
But now I've sort of

00:16:40.482 --> 00:16:42.244
switched like where I'm like, Hey, listen,

00:16:42.283 --> 00:16:43.225
if you believe that's a

00:16:43.284 --> 00:16:44.625
really great opening hand

00:16:45.606 --> 00:16:46.707
and that person is asking

00:16:46.748 --> 00:16:47.989
for it and you can deliver

00:16:48.028 --> 00:16:49.210
it and there is no harm, right?

00:16:49.230 --> 00:16:50.370
That's the whole,

00:16:50.610 --> 00:16:51.851
and we didn't take the Hippocratic oath,

00:16:51.871 --> 00:16:53.033
but that's the idea, which is,

00:16:53.972 --> 00:16:54.714
is it doing harm?

00:16:54.854 --> 00:16:55.094
No.

00:16:55.333 --> 00:16:55.595
Okay.

00:16:55.975 --> 00:16:58.596
The placebo effect is an effect.

00:16:59.537 --> 00:17:00.298
Right.

00:17:00.437 --> 00:17:02.078
So it's still in effect.

00:17:02.558 --> 00:17:03.919
And could you use that to

00:17:03.960 --> 00:17:05.080
get them to do something

00:17:05.161 --> 00:17:06.942
else or not get them,

00:17:07.663 --> 00:17:08.423
give them the option of

00:17:08.443 --> 00:17:09.345
doing something else?

00:17:09.625 --> 00:17:12.106
And I think my answer is now

00:17:12.126 --> 00:17:13.307
a hundred percent different

00:17:13.327 --> 00:17:14.528
than it was five years ago, which is,

00:17:14.588 --> 00:17:14.888
yeah,

00:17:15.229 --> 00:17:16.630
I think you should think you should

00:17:16.670 --> 00:17:17.171
consider it.

00:17:18.526 --> 00:17:20.185
So we have to ask Tony straight up.

00:17:20.226 --> 00:17:21.747
So, Tony, you have someone come in.

00:17:22.106 --> 00:17:23.727
Maybe it's your knee

00:17:23.767 --> 00:17:25.107
replacement or maybe like

00:17:25.147 --> 00:17:26.008
rotator cuff repair.

00:17:26.468 --> 00:17:28.048
But we could just say knee replacement.

00:17:28.788 --> 00:17:30.288
And they say, you know,

00:17:31.429 --> 00:17:34.650
I saw on not your not your YouTube,

00:17:34.670 --> 00:17:35.569
but another YouTube or

00:17:35.650 --> 00:17:37.390
somewhere on Instagram or whatever that,

00:17:38.290 --> 00:17:39.191
you know, along with.

00:17:40.623 --> 00:17:41.583
My rehab,

00:17:41.884 --> 00:17:43.663
I require or I would I would be

00:17:43.703 --> 00:17:45.345
best if I had whatever

00:17:45.505 --> 00:17:47.425
electrical stimulation tends.

00:17:48.445 --> 00:17:49.287
I know you're not going to

00:17:49.307 --> 00:17:53.008
do ultrasound over the the knee component,

00:17:53.048 --> 00:17:54.148
but like they say a

00:17:54.189 --> 00:17:56.130
modality or something that

00:17:56.230 --> 00:17:57.049
you wouldn't do.

00:17:57.569 --> 00:18:00.332
So you tell them your

00:18:00.372 --> 00:18:01.332
insurance doesn't pay for it.

00:18:01.352 --> 00:18:02.492
You tell them you just are

00:18:02.532 --> 00:18:03.292
not going to do it.

00:18:04.943 --> 00:18:06.144
What do you say if someone

00:18:06.204 --> 00:18:08.185
that is your patient, knee replacement,

00:18:08.266 --> 00:18:10.047
and they ask like for, I don't know,

00:18:10.086 --> 00:18:11.107
the compression boots or

00:18:11.167 --> 00:18:12.647
they ask for you to they

00:18:12.688 --> 00:18:14.189
ask for you to do manual

00:18:14.209 --> 00:18:16.130
therapy for forty five minutes.

00:18:16.190 --> 00:18:17.550
I don't know something like crazy.

00:18:17.931 --> 00:18:18.932
What do you say to your patient?

00:18:20.574 --> 00:18:24.076
Today, I would say, unfortunately,

00:18:24.356 --> 00:18:25.698
your insurance doesn't

00:18:25.817 --> 00:18:26.877
cover that service.

00:18:26.938 --> 00:18:28.419
But fortunately for you,

00:18:28.900 --> 00:18:30.441
if you would like to pay out of pocket,

00:18:30.560 --> 00:18:31.941
here's the rate for it.

00:18:32.082 --> 00:18:33.142
Manual therapy would be

00:18:33.182 --> 00:18:34.423
fifty dollars for the

00:18:34.462 --> 00:18:35.523
fifteen minute session.

00:18:36.243 --> 00:18:37.806
If you want to use the, you know,

00:18:38.186 --> 00:18:39.008
we don't have,

00:18:39.107 --> 00:18:41.431
and I intentionally got rid of, like,

00:18:41.510 --> 00:18:42.592
I used to have the big

00:18:42.652 --> 00:18:45.355
Chattanooga Easton pre-mod

00:18:45.496 --> 00:18:47.018
IFC ultrasound.

00:18:47.438 --> 00:18:47.959
I sold it.

00:18:47.999 --> 00:18:49.240
I got rid of it because like,

00:18:49.260 --> 00:18:50.422
I don't even want to waste time.

00:18:50.461 --> 00:18:52.064
I don't want that as an option.

00:18:53.224 --> 00:18:54.465
And we've lost referrals.

00:18:54.526 --> 00:18:55.685
We've had patients that have

00:18:55.746 --> 00:18:56.767
come and they're like,

00:18:56.826 --> 00:18:57.606
where's the machine?

00:18:57.626 --> 00:18:59.228
And we're like, I don't have that machine.

00:18:59.647 --> 00:19:00.788
Novocare across the street

00:19:00.828 --> 00:19:01.729
probably has it.

00:19:01.808 --> 00:19:02.549
And they go across the

00:19:02.589 --> 00:19:03.930
street and that's totally fine.

00:19:04.810 --> 00:19:07.332
But the exact verbiage is, unfortunately,

00:19:07.352 --> 00:19:08.373
your insurance plan does

00:19:08.413 --> 00:19:09.593
not cover that service,

00:19:09.613 --> 00:19:10.554
that intervention.

00:19:10.594 --> 00:19:11.594
But thankfully,

00:19:12.114 --> 00:19:13.954
if you'd like to pay out of pocket for it,

00:19:14.015 --> 00:19:14.816
these are the rates.

00:19:15.675 --> 00:19:17.156
Um, and that's it, you know, and,

00:19:17.297 --> 00:19:19.698
and so the argument PTs give me is, well,

00:19:19.738 --> 00:19:21.078
what if they go next door,

00:19:21.159 --> 00:19:22.098
go down the street or what

00:19:22.118 --> 00:19:23.119
about the other therapists

00:19:23.140 --> 00:19:24.039
who will do it?

00:19:24.559 --> 00:19:25.140
What about them?

00:19:25.259 --> 00:19:25.820
I don't care.

00:19:25.901 --> 00:19:26.621
They can do it.

00:19:26.840 --> 00:19:27.902
I don't want to do it.

00:19:27.961 --> 00:19:29.041
Like that's the bottom line.

00:19:29.803 --> 00:19:31.222
I don't need to do it.

00:19:31.623 --> 00:19:33.144
I'm not desperate to do it.

00:19:33.624 --> 00:19:35.164
I don't go food grocery

00:19:35.204 --> 00:19:36.586
shopping when I'm starving

00:19:36.625 --> 00:19:37.506
because I'm going to buy a

00:19:37.546 --> 00:19:39.007
bunch of stuff that I don't need.

00:19:39.027 --> 00:19:39.606
Yeah.

00:19:39.967 --> 00:19:40.807
I don't ever want to be in

00:19:40.847 --> 00:19:41.567
the clinic treating a

00:19:41.627 --> 00:19:42.709
patient when I'm desperate

00:19:42.749 --> 00:19:43.750
to pay my mortgage.

00:19:44.250 --> 00:19:46.270
It sets me up for failure.

00:19:46.550 --> 00:19:46.892
Yeah.

00:19:46.991 --> 00:19:49.153
So absolutely, without a doubt.

00:19:49.232 --> 00:19:50.653
And look, truth be told,

00:19:50.753 --> 00:19:51.654
I'm looking for every

00:19:51.714 --> 00:19:52.715
opportunity to kick

00:19:52.736 --> 00:19:53.915
somebody out of my clinic

00:19:54.317 --> 00:19:56.758
because I don't need more new patients.

00:19:56.798 --> 00:19:58.640
I've got plenty of referrals coming in.

00:19:59.200 --> 00:20:00.520
I don't need to do things

00:20:00.560 --> 00:20:02.102
that make me feel dirty or

00:20:02.142 --> 00:20:03.163
make me feel like I'm

00:20:03.182 --> 00:20:04.963
taking advantage of something like,

00:20:06.023 --> 00:20:07.786
I'm in a very good position,

00:20:07.885 --> 00:20:09.406
but for those who aren't,

00:20:09.426 --> 00:20:11.048
because I wasn't always,

00:20:11.489 --> 00:20:12.249
there were times that I

00:20:12.288 --> 00:20:13.329
needed to pay the mortgage.

00:20:13.369 --> 00:20:14.131
There were times that I

00:20:14.171 --> 00:20:15.131
needed to pay the bank.

00:20:16.592 --> 00:20:17.532
You got to make your

00:20:17.553 --> 00:20:19.114
decisions on how are you

00:20:19.134 --> 00:20:19.934
going to make the money.

00:20:19.974 --> 00:20:20.816
Make the money first.

00:20:21.715 --> 00:20:23.057
And then let's do the thing

00:20:23.076 --> 00:20:24.176
that we're passionate about,

00:20:24.217 --> 00:20:26.198
that we enjoy, that we feel good about.

00:20:27.378 --> 00:20:27.919
They can be separate.

00:20:27.939 --> 00:20:28.500
David Chang wasn't doing

00:20:28.539 --> 00:20:30.480
that like his first month, right?

00:20:30.721 --> 00:20:31.820
He wasn't telling people to go through.

00:20:31.840 --> 00:20:32.701
Yeah, exactly.

00:20:32.942 --> 00:20:34.343
But if someone's belligerent

00:20:34.663 --> 00:20:36.144
in your restaurant, you throw them out,

00:20:36.203 --> 00:20:36.503
right?

00:20:37.304 --> 00:20:38.884
But if someone's a little disruptive,

00:20:39.224 --> 00:20:39.865
you deal with it.

00:20:40.026 --> 00:20:41.705
So this is a sliding scale.

00:20:42.027 --> 00:20:42.686
I will say this.

00:20:44.041 --> 00:20:44.961
The often gripe,

00:20:44.981 --> 00:20:46.742
or one of the gripes I hear a lot is,

00:20:47.262 --> 00:20:49.384
people don't understand what PTs do.

00:20:49.544 --> 00:20:50.365
And I'm like, great, well,

00:20:50.384 --> 00:20:51.684
that's your fault, right?

00:20:51.945 --> 00:20:53.405
But other organizations,

00:20:53.526 --> 00:20:54.987
especially people who sell products,

00:20:55.326 --> 00:20:56.968
are very good at communicating benefits,

00:20:57.607 --> 00:20:57.827
right?

00:20:58.167 --> 00:20:59.269
So let's look at this.

00:20:59.788 --> 00:21:00.528
Time Magazine,

00:21:00.729 --> 00:21:02.089
I'm not saying they're end-all be-all,

00:21:02.309 --> 00:21:03.851
but Time Magazine is sort

00:21:03.891 --> 00:21:04.971
of looked at as an authority.

00:21:05.371 --> 00:21:06.592
They listed as one of their

00:21:06.672 --> 00:21:07.511
best inventions of

00:21:09.053 --> 00:21:10.013
as a recovery product.

00:21:10.433 --> 00:21:11.354
This is the Hyperice

00:21:11.473 --> 00:21:14.175
Normatec Elite Wireless Recovery Boots.

00:21:15.797 --> 00:21:17.297
What if you could use this

00:21:18.917 --> 00:21:19.659
as we mentioned before,

00:21:19.739 --> 00:21:21.599
a loss leader or an on-ramp

00:21:22.380 --> 00:21:23.040
into your care?

00:21:23.141 --> 00:21:24.000
We know practices.

00:21:24.040 --> 00:21:24.881
We've talked about them.

00:21:25.102 --> 00:21:26.521
Who have these?

00:21:27.502 --> 00:21:28.884
Is this physical therapy?

00:21:30.243 --> 00:21:31.884
Well, physical therapy is a profession.

00:21:32.224 --> 00:21:33.306
Is this something a physical

00:21:33.326 --> 00:21:35.106
therapist office could offer as a

00:21:35.972 --> 00:21:38.455
as a guide to your recovery?

00:21:39.036 --> 00:21:39.375
Yes.

00:21:39.797 --> 00:21:41.178
If you are threatened by

00:21:41.238 --> 00:21:42.619
Norma tech recovery boots,

00:21:43.059 --> 00:21:44.161
you're a bad PT already.

00:21:44.201 --> 00:21:44.682
And you know it.

00:21:45.423 --> 00:21:46.564
If you're threatened by this,

00:21:46.824 --> 00:21:47.805
you're bad at your job.

00:21:48.445 --> 00:21:48.786
You are.

00:21:49.365 --> 00:21:50.126
And you're nervous.

00:21:50.186 --> 00:21:51.028
So you're going to rage

00:21:51.067 --> 00:21:52.068
against Norma tech.

00:21:52.088 --> 00:21:52.690
You're going to,

00:21:52.710 --> 00:21:53.530
you're going to not like

00:21:54.551 --> 00:21:55.291
telling someone that,

00:21:56.012 --> 00:21:56.452
Hey, listen,

00:21:56.492 --> 00:21:57.874
if you get relief from manual

00:21:57.913 --> 00:21:58.733
therapy and you come in

00:21:58.773 --> 00:22:01.214
twice a week with me, this company,

00:22:01.255 --> 00:22:01.674
Normatech,

00:22:01.714 --> 00:22:02.835
has these guns that will do

00:22:02.894 --> 00:22:04.615
something very similar, right?

00:22:04.655 --> 00:22:06.096
Let me show you how to use it properly.

00:22:06.537 --> 00:22:09.877
If you're threatened by those things,

00:22:09.917 --> 00:22:10.738
you're bad at your job.

00:22:12.674 --> 00:22:12.815
Hey,

00:22:13.015 --> 00:22:14.256
what's the chance that that's a paid

00:22:14.276 --> 00:22:14.556
placement?

00:22:14.576 --> 00:22:16.137
Do you think that the New

00:22:16.258 --> 00:22:17.618
York Times or something?

00:22:17.638 --> 00:22:17.679
No.

00:22:17.699 --> 00:22:18.799
It's an affiliate link,

00:22:18.859 --> 00:22:19.881
a thousand percent.

00:22:20.121 --> 00:22:23.022
Most likely there's been some, you know,

00:22:23.222 --> 00:22:24.744
finances exchanged.

00:22:26.066 --> 00:22:26.865
This has been a huge

00:22:26.925 --> 00:22:28.528
argument in SEO and

00:22:28.607 --> 00:22:30.328
everybody claims this is what killed,

00:22:30.548 --> 00:22:31.430
you know, Google.

00:22:31.971 --> 00:22:32.211
Yeah,

00:22:32.290 --> 00:22:34.512
like there is zero doubt in my mind

00:22:34.532 --> 00:22:35.554
that this was...

00:22:37.994 --> 00:22:39.297
This was a paid placement

00:22:39.416 --> 00:22:41.519
with affiliate income coming from it.

00:22:41.798 --> 00:22:42.380
Smart move.

00:22:43.161 --> 00:22:44.041
So if you have the money,

00:22:44.122 --> 00:22:45.903
you could be like, Hey, we have no, again,

00:22:45.923 --> 00:22:46.243
this is a,

00:22:46.443 --> 00:22:47.806
this apparently is a good brand.

00:22:47.865 --> 00:22:48.165
I have a,

00:22:48.507 --> 00:22:50.308
I have like an offshoot middle range one,

00:22:50.348 --> 00:22:52.790
but like of the compression boots, um,

00:22:53.172 --> 00:22:53.751
I was just like,

00:22:53.791 --> 00:22:54.752
I don't know if it was

00:22:54.873 --> 00:22:55.934
worth over a thousand

00:22:55.954 --> 00:22:57.355
dollars for the boots I got.

00:22:58.176 --> 00:22:59.738
a pair for like four hundred or something.

00:23:00.458 --> 00:23:01.898
And it gets the job done.

00:23:02.159 --> 00:23:03.000
I feel better from it.

00:23:03.339 --> 00:23:04.800
But it's great because like

00:23:05.060 --> 00:23:05.721
that's an example.

00:23:05.780 --> 00:23:07.021
I mean, this is a kind of a sidebar.

00:23:07.221 --> 00:23:07.902
They have a brand.

00:23:07.961 --> 00:23:09.063
They spend a ton of money.

00:23:09.103 --> 00:23:09.742
Right.

00:23:10.042 --> 00:23:10.503
Norma Tech.

00:23:10.763 --> 00:23:11.423
They have a lot of big

00:23:11.483 --> 00:23:13.085
products and then they they

00:23:13.224 --> 00:23:13.806
put it out there.

00:23:13.826 --> 00:23:15.666
And then the blog says, like,

00:23:15.686 --> 00:23:16.866
this is the number one, you know,

00:23:16.886 --> 00:23:17.768
whatever best selling

00:23:17.907 --> 00:23:19.848
wellness product in twenty

00:23:19.888 --> 00:23:21.710
twenty four or invention, whatever.

00:23:22.869 --> 00:23:25.510
So I shared a link to,

00:23:25.590 --> 00:23:26.770
and these might be the same

00:23:26.810 --> 00:23:28.271
boots that you had.

00:23:30.373 --> 00:23:31.153
Full disclosure,

00:23:31.212 --> 00:23:32.993
these guys sent me these for free.

00:23:34.213 --> 00:23:35.413
They're really amazing.

00:23:35.974 --> 00:23:37.634
Can you guys see the screen?

00:23:37.914 --> 00:23:38.776
Yeah.

00:23:38.796 --> 00:23:39.516
I'm just going to play it

00:23:39.536 --> 00:23:40.736
real quick in the background.

00:23:41.717 --> 00:23:44.497
Just like Normatech, there's no cords.

00:23:44.758 --> 00:23:48.739
They're rechargeable, battery-operated.

00:23:50.099 --> 00:23:51.300
They're independently controlled.

00:23:51.381 --> 00:23:53.201
You can use one or you could use both.

00:23:53.300 --> 00:23:55.422
They sync together if you use both.

00:23:56.561 --> 00:23:57.583
They do awesome.

00:23:58.502 --> 00:23:59.742
And so again,

00:23:59.823 --> 00:24:00.884
for you guys that are out

00:24:00.903 --> 00:24:03.664
there that are using something like this,

00:24:04.545 --> 00:24:06.085
these are huge opportunities.

00:24:06.125 --> 00:24:06.404
You know,

00:24:06.505 --> 00:24:08.006
the big push that I'm going to make

00:24:08.865 --> 00:24:11.067
I'm going to get rid of that,

00:24:11.086 --> 00:24:12.269
is to have this

00:24:12.288 --> 00:24:14.351
conversation with you guys to say, look,

00:24:14.891 --> 00:24:18.835
it's not just like that Times post.

00:24:19.355 --> 00:24:20.217
They're making money from

00:24:20.237 --> 00:24:21.238
the affiliate links.

00:24:21.258 --> 00:24:22.839
They probably got paid to

00:24:22.920 --> 00:24:24.540
feature that product, all this stuff.

00:24:25.362 --> 00:24:27.483
Every single product or tool

00:24:27.523 --> 00:24:29.664
or item that you guys all use,

00:24:29.846 --> 00:24:31.527
you can be creating this content.

00:24:31.567 --> 00:24:34.009
This is an excuse to create a content.

00:24:34.469 --> 00:24:36.911
Red TheraBand, Yellow TheraBand, FlexBar,

00:24:36.931 --> 00:24:39.472
you know, BlazePods.

00:24:39.492 --> 00:24:40.794
Like there are so many

00:24:40.834 --> 00:24:42.734
things that every single

00:24:42.775 --> 00:24:44.036
piece of equipment should

00:24:44.076 --> 00:24:45.517
have multiple pieces of

00:24:45.557 --> 00:24:47.078
content build around it.

00:24:47.699 --> 00:24:49.221
You'll start getting endorsements.

00:24:49.240 --> 00:24:50.342
You'll start getting, you know,

00:24:50.382 --> 00:24:51.522
paid placement stuff.

00:24:51.563 --> 00:24:52.443
But even if you don't,

00:24:52.984 --> 00:24:54.385
it's putting your name out there.

00:24:54.425 --> 00:24:55.728
It's creating media for you.

00:24:55.788 --> 00:24:57.028
It's generating views and

00:24:57.068 --> 00:24:58.109
traffic back to your

00:24:58.170 --> 00:25:00.712
content and getting you clients,

00:25:00.913 --> 00:25:01.673
if nothing else.

00:25:03.393 --> 00:25:04.534
These offerings that you're talking about,

00:25:04.554 --> 00:25:06.494
Tony, this is another example, I believe,

00:25:07.015 --> 00:25:08.036
where you can meet the

00:25:08.096 --> 00:25:09.115
consumer where they're at.

00:25:09.375 --> 00:25:10.376
The consumer is trying to

00:25:10.396 --> 00:25:11.277
take their own path.

00:25:11.557 --> 00:25:12.657
They are looking for

00:25:12.718 --> 00:25:14.318
services where they're like, hey,

00:25:14.659 --> 00:25:16.980
I've seen this on TikTok, Instagram.

00:25:17.400 --> 00:25:19.000
I want to maybe dabble in it.

00:25:21.758 --> 00:25:22.917
I want to do some of these

00:25:22.938 --> 00:25:24.019
health and wellness things.

00:25:24.598 --> 00:25:25.558
And these absolutely can be

00:25:25.618 --> 00:25:27.839
front end offers or put

00:25:27.859 --> 00:25:29.319
them on organic posts all

00:25:29.359 --> 00:25:31.161
over social media and then

00:25:31.421 --> 00:25:33.381
potential local clients or

00:25:34.442 --> 00:25:35.902
local potential patients

00:25:35.922 --> 00:25:36.721
and clients that are really

00:25:36.741 --> 00:25:38.042
just like consumers on the front end.

00:25:38.883 --> 00:25:39.943
they might see these offers.

00:25:40.243 --> 00:25:41.244
Maybe you have, uh,

00:25:41.285 --> 00:25:42.965
like some of the things I've seen in, um,

00:25:43.806 --> 00:25:45.086
in New York city, like, cause I'll,

00:25:45.207 --> 00:25:45.827
I'll Google things on

00:25:45.867 --> 00:25:46.548
purpose and I want to see

00:25:46.567 --> 00:25:47.328
who's like running Google

00:25:47.368 --> 00:25:48.088
ads and things like that,

00:25:48.108 --> 00:25:49.650
or I'll get targeted with Facebook ads.

00:25:50.971 --> 00:25:52.612
And a lot of the offerings

00:25:52.811 --> 00:25:54.813
are like a completely free trial.

00:25:55.074 --> 00:25:55.894
Like that's the front end

00:25:55.973 --> 00:25:59.236
offer to come in and try, um, like the,

00:25:59.276 --> 00:26:01.097
like these new like medical spa things.

00:26:01.117 --> 00:26:02.298
So whether it's red light therapy,

00:26:02.317 --> 00:26:04.460
hyperbaric oxygen chamber, um,

00:26:05.461 --> 00:26:06.862
cupping, cryotherapy,

00:26:06.902 --> 00:26:07.882
what like some of those

00:26:07.981 --> 00:26:09.522
offerings I've seen some

00:26:09.542 --> 00:26:11.364
clinics where the front end, so they're,

00:26:12.124 --> 00:26:13.865
they're like paying for the Google ad.

00:26:14.184 --> 00:26:15.325
So that's a, you know,

00:26:15.345 --> 00:26:16.645
you're paying for a Google ad.

00:26:16.665 --> 00:26:17.445
So you're lost there.

00:26:17.865 --> 00:26:19.586
Then the person picks,

00:26:19.707 --> 00:26:20.586
takes you up on the offer,

00:26:20.847 --> 00:26:22.948
comes in free for the first time.

00:26:23.169 --> 00:26:24.528
So now you're minus whatever

00:26:24.548 --> 00:26:25.769
the labor and the, you know,

00:26:25.789 --> 00:26:27.490
cost of energy or whatever for your,

00:26:27.790 --> 00:26:28.351
for your unit.

00:26:28.490 --> 00:26:28.631
Um,

00:26:29.820 --> 00:26:31.682
But the idea is to get someone to feel it,

00:26:31.722 --> 00:26:32.663
try it, like it,

00:26:33.444 --> 00:26:34.685
and then they buy a package or whatever.

00:26:34.705 --> 00:26:36.548
And now you just made up, you know,

00:26:37.048 --> 00:26:39.351
a lot of other experiments with, you know,

00:26:39.550 --> 00:26:40.412
failed ads or whatever.

00:26:40.992 --> 00:26:42.795
So a lot of – That could be

00:26:42.815 --> 00:26:43.675
an interesting model.

00:26:44.436 --> 00:26:45.397
And Tony's done some stuff

00:26:45.438 --> 00:26:47.559
like this before, I think.

00:26:47.599 --> 00:26:49.001
Okay.

00:26:49.102 --> 00:26:49.342
Okay.

00:26:50.538 --> 00:26:52.298
Stop me if sometimes I think

00:26:52.338 --> 00:26:53.159
I've create stuff,

00:26:53.239 --> 00:26:54.878
but I just regurgitating what I've read.

00:26:54.898 --> 00:26:55.640
And it's not on purpose.

00:26:55.660 --> 00:26:56.599
I'm not trying to steal ideas,

00:26:57.240 --> 00:26:58.319
but what if you said you can,

00:26:58.800 --> 00:26:59.721
there's two options.

00:26:59.941 --> 00:27:01.000
You can come in and have

00:27:01.040 --> 00:27:02.922
this recovery suite.

00:27:03.041 --> 00:27:03.602
You're going to get the

00:27:03.642 --> 00:27:04.442
boots and the infrared.

00:27:04.461 --> 00:27:04.923
You're going to do,

00:27:04.942 --> 00:27:06.163
you're going to do the whole gamut,

00:27:06.202 --> 00:27:06.423
right?

00:27:07.363 --> 00:27:09.304
You can have it for free or.

00:27:11.277 --> 00:27:12.178
you have to sign the media

00:27:12.198 --> 00:27:13.118
release and then we make an

00:27:13.159 --> 00:27:14.780
entire episode out of you, right?

00:27:14.820 --> 00:27:16.563
And Tony's like, whenever I ask someone,

00:27:16.603 --> 00:27:17.203
even if they're paying,

00:27:17.223 --> 00:27:18.085
they usually say yes,

00:27:18.444 --> 00:27:19.465
but some people are hesitant.

00:27:19.767 --> 00:27:20.386
I would say like,

00:27:20.426 --> 00:27:21.107
you're either gonna be a

00:27:21.147 --> 00:27:22.589
star of the show or you pay for it,

00:27:23.830 --> 00:27:24.011
right?

00:27:24.031 --> 00:27:24.832
So free,

00:27:24.852 --> 00:27:26.213
but then I get to move you and

00:27:26.374 --> 00:27:27.355
this is an agreement and

00:27:27.375 --> 00:27:29.518
this is a one-time only deal.

00:27:31.015 --> 00:27:32.777
This is basically the way

00:27:32.817 --> 00:27:33.837
we're rolling out the

00:27:33.877 --> 00:27:35.299
shockwave therapy and some

00:27:35.339 --> 00:27:36.421
of the other new products

00:27:36.441 --> 00:27:37.121
that we're getting.

00:27:37.701 --> 00:27:39.002
But the way we're doing it

00:27:39.384 --> 00:27:41.305
is we are saying, hey,

00:27:41.465 --> 00:27:44.628
any existing or prior patient that's

00:27:45.486 --> 00:27:46.246
Come back in.

00:27:46.926 --> 00:27:48.727
As long as you sign the media release,

00:27:48.906 --> 00:27:51.928
we will let you use it for free.

00:27:51.948 --> 00:27:53.288
We'll do it with you, whatever.

00:27:54.328 --> 00:27:55.109
I need media.

00:27:55.869 --> 00:27:57.330
I need to promote this product.

00:27:57.550 --> 00:27:59.872
And as a reward to being a past patient,

00:28:00.592 --> 00:28:01.451
we'll use it for you.

00:28:01.471 --> 00:28:02.352
And then obviously that

00:28:02.392 --> 00:28:04.032
leads to a reactivation campaign,

00:28:04.053 --> 00:28:05.854
which we've talked about multiple times.

00:28:06.874 --> 00:28:07.954
Generating content.

00:28:08.015 --> 00:28:09.036
Let me share this and then

00:28:09.056 --> 00:28:09.957
we'll get to Sean.

00:28:10.237 --> 00:28:11.238
Welcome back, Sean.

00:28:11.738 --> 00:28:12.459
His comment.

00:28:12.719 --> 00:28:13.880
I know it's really small.

00:28:14.079 --> 00:28:15.922
I'll just tell you guys on the screen,

00:28:15.981 --> 00:28:17.143
I'm sharing the analytics

00:28:17.182 --> 00:28:20.506
from my patient-facing YouTube channel.

00:28:21.145 --> 00:28:22.426
But like this video...

00:28:23.407 --> 00:28:24.428
It's a YouTube short

00:28:24.528 --> 00:28:25.929
published on the twenty ninth.

00:28:25.989 --> 00:28:27.769
How to walk better in physical therapy.

00:28:27.829 --> 00:28:28.809
Two thousand views.

00:28:29.691 --> 00:28:30.990
Reactive step trainer.

00:28:31.171 --> 00:28:32.372
Eleven hundred views.

00:28:32.612 --> 00:28:33.751
Knee flexion stretch.

00:28:33.852 --> 00:28:35.093
Nine hundred views.

00:28:35.752 --> 00:28:36.492
This one,

00:28:36.653 --> 00:28:38.493
a lift chair for seniors getting

00:28:38.653 --> 00:28:39.694
up from the floor.

00:28:40.595 --> 00:28:42.196
Six thousand views on a

00:28:42.237 --> 00:28:43.617
short that was published on

00:28:43.738 --> 00:28:44.859
October twenty fifth.

00:28:45.519 --> 00:28:47.863
And then the same day, the same chair,

00:28:47.903 --> 00:28:48.763
the same everything,

00:28:48.804 --> 00:28:49.944
but a different client.

00:28:50.345 --> 00:28:52.027
Ten thousand views for

00:28:52.067 --> 00:28:54.269
getting off the floor safely for seniors.

00:28:54.890 --> 00:28:57.232
You know, like all of these products,

00:28:57.252 --> 00:28:58.314
these are all products.

00:28:58.354 --> 00:28:59.515
I would not have made these

00:28:59.555 --> 00:29:01.076
videos without the product.

00:29:01.576 --> 00:29:03.660
But multiple five thousand, a thousand,

00:29:03.700 --> 00:29:05.021
two thousand, six hundred,

00:29:05.061 --> 00:29:07.805
like multiple video shorts and of course,

00:29:07.865 --> 00:29:10.107
longer form video using that stuff.

00:29:11.730 --> 00:29:13.152
It's just a reason to create

00:29:13.211 --> 00:29:14.733
content and it's a good reason.

00:29:15.835 --> 00:29:17.076
Yep, I agree.

00:29:18.085 --> 00:29:19.887
Let's go to Sean's comment.

00:29:19.907 --> 00:29:20.608
Intermittent compression

00:29:20.628 --> 00:29:21.349
boots are an excellent way

00:29:21.369 --> 00:29:22.791
to address lower extremity swelling.

00:29:23.071 --> 00:29:23.352
Awesome.

00:29:23.913 --> 00:29:24.713
I think it's also great for

00:29:24.753 --> 00:29:25.315
patients to get

00:29:25.375 --> 00:29:26.576
professional advice on how

00:29:26.596 --> 00:29:27.417
to use them properly.

00:29:27.678 --> 00:29:28.219
Education,

00:29:28.239 --> 00:29:29.480
isn't that what we want to get paid for?

00:29:29.599 --> 00:29:30.040
Our brain,

00:29:30.240 --> 00:29:32.403
and not necessarily Tony rubbing

00:29:32.423 --> 00:29:33.224
butts and shoulders.

00:29:36.050 --> 00:29:36.711
Advice on how to use them

00:29:36.751 --> 00:29:38.212
properly in terms of pressure setting,

00:29:38.252 --> 00:29:40.095
circulation, sequential modes, et cetera.

00:29:40.295 --> 00:29:41.355
Like we keep telling people

00:29:41.375 --> 00:29:42.436
we're the experts in this.

00:29:42.696 --> 00:29:43.417
And then we keep telling

00:29:43.438 --> 00:29:44.739
them that you either do it

00:29:44.798 --> 00:29:46.740
a hundred percent my way or the highway.

00:29:47.101 --> 00:29:47.902
And then we're mad when

00:29:47.922 --> 00:29:49.503
people take the highway.

00:29:49.523 --> 00:29:51.546
Like you're in show business.

00:29:51.566 --> 00:29:52.405
And sometimes you got to do

00:29:52.445 --> 00:29:53.106
show in person.

00:29:53.126 --> 00:29:54.607
And sometimes you can do show on a video.

00:29:54.647 --> 00:29:56.069
And sometimes you can do show in an image.

00:29:57.471 --> 00:29:58.071
The lift chair.

00:29:58.152 --> 00:29:58.392
Yeah.

00:29:59.192 --> 00:30:00.534
Scott thinking the lift chair is genius.

00:30:01.112 --> 00:30:03.053
You know, I not to take credit,

00:30:03.553 --> 00:30:05.594
but when I the lift chair

00:30:05.634 --> 00:30:08.236
originated as a bathtub lift chair.

00:30:08.476 --> 00:30:10.517
So there is I forget one of

00:30:10.537 --> 00:30:11.416
the main companies.

00:30:11.817 --> 00:30:12.637
They were selling it.

00:30:12.678 --> 00:30:13.678
It goes in the bathtub.

00:30:13.738 --> 00:30:14.759
It's water resistant.

00:30:14.778 --> 00:30:16.019
It's battery operated.

00:30:16.058 --> 00:30:17.099
You can recharge it.

00:30:17.680 --> 00:30:18.820
It's pretty lightweight.

00:30:19.300 --> 00:30:21.001
But I was like, this thing is genius.

00:30:21.061 --> 00:30:22.622
It goes down to like less

00:30:22.642 --> 00:30:24.002
than an inch off the ground.

00:30:24.063 --> 00:30:25.222
People can slide on it.

00:30:25.262 --> 00:30:26.604
I could use it in the backyard.

00:30:26.743 --> 00:30:27.943
We've had patients that have

00:30:28.003 --> 00:30:29.865
died in the yard because they fell.

00:30:29.884 --> 00:30:30.645
They couldn't get up and

00:30:30.665 --> 00:30:31.465
they didn't have a phone.

00:30:32.661 --> 00:30:33.080
I'm like,

00:30:33.340 --> 00:30:36.382
this is exactly the use case

00:30:36.422 --> 00:30:37.882
scenario that I've been looking for.

00:30:37.922 --> 00:30:39.163
And it's not a thousand dollars.

00:30:39.202 --> 00:30:40.502
It's under five hundred bucks.

00:30:41.603 --> 00:30:43.463
I started creating content.

00:30:43.784 --> 00:30:45.364
One of my videos has over

00:30:45.384 --> 00:30:47.244
one hundred and fifty thousand views.

00:30:47.825 --> 00:30:49.065
And I was just showing how

00:30:49.105 --> 00:30:50.526
this bathtub lift chair can

00:30:50.566 --> 00:30:53.046
be used for therapists who

00:30:53.105 --> 00:30:54.666
want to get patients on the ground,

00:30:54.686 --> 00:30:55.866
but the patient's scared.

00:30:56.606 --> 00:30:58.807
For people at home who have

00:30:58.866 --> 00:31:00.167
family members that fall,

00:31:00.188 --> 00:31:01.147
but they can't get up and

00:31:01.167 --> 00:31:02.587
they're non-emergency falls.

00:31:03.548 --> 00:31:05.568
There's so many use cases for this,

00:31:05.788 --> 00:31:07.368
but I think I'm one of the

00:31:07.429 --> 00:31:08.929
first people that use the

00:31:08.969 --> 00:31:10.210
chair in this capacity.

00:31:10.910 --> 00:31:12.269
And then a couple of years later,

00:31:12.329 --> 00:31:13.190
I saw a company that

00:31:13.210 --> 00:31:14.391
started marketing the chair

00:31:14.451 --> 00:31:15.770
specifically for this,

00:31:16.171 --> 00:31:17.230
not even talking about the

00:31:17.250 --> 00:31:19.932
bathtub functionality.

00:31:20.051 --> 00:31:22.511
I've seen Tony post this, like that video,

00:31:22.751 --> 00:31:23.352
one of those videos,

00:31:23.392 --> 00:31:25.212
like four or five something years ago,

00:31:25.272 --> 00:31:26.292
like a long time ago.

00:31:28.740 --> 00:31:29.299
I'm still a little

00:31:29.319 --> 00:31:30.421
disappointed that it's

00:31:30.461 --> 00:31:31.441
Halloween and nobody came

00:31:31.461 --> 00:31:33.001
with a costume or a mask.

00:31:33.021 --> 00:31:33.922
Where's your costume?

00:31:34.281 --> 00:31:34.663
I don't know.

00:31:34.682 --> 00:31:35.403
I looked in the basement.

00:31:35.462 --> 00:31:35.803
I was like,

00:31:35.843 --> 00:31:37.284
I'll have something I was going to do.

00:31:38.364 --> 00:31:39.525
I bought a Charlestown

00:31:39.585 --> 00:31:41.365
Chiefs hockey jersey a while ago.

00:31:41.384 --> 00:31:42.986
You guys remember the movie Slapshot?

00:31:43.046 --> 00:31:43.566
Paul Newman's.

00:31:43.605 --> 00:31:44.547
Yeah.

00:31:44.606 --> 00:31:46.126
And that was like my my easy

00:31:46.166 --> 00:31:47.087
costume for years.

00:31:47.147 --> 00:31:48.729
I just had the glasses and I

00:31:48.749 --> 00:31:49.868
was one of the Hanson brothers.

00:31:50.288 --> 00:31:50.909
There you go.

00:31:51.029 --> 00:31:52.450
That's a we got we got

00:31:52.490 --> 00:31:53.411
Superman this morning.

00:31:53.651 --> 00:31:54.090
Nice.

00:31:55.759 --> 00:31:56.098
Perfect.

00:31:56.159 --> 00:31:57.520
That's costume number one.

00:31:58.521 --> 00:31:59.462
There's Batman.

00:31:59.482 --> 00:32:00.423
There's other things later.

00:32:00.784 --> 00:32:01.865
So do we want to talk about,

00:32:02.045 --> 00:32:02.986
I've got a topic that I

00:32:03.006 --> 00:32:05.788
posted just recently on LinkedIn.

00:32:05.808 --> 00:32:06.849
I was getting some discussion.

00:32:06.869 --> 00:32:07.691
I was just responding to a

00:32:07.730 --> 00:32:08.711
few comments just now.

00:32:09.452 --> 00:32:09.973
The question is,

00:32:09.993 --> 00:32:11.835
are PTs there to motivate their patients?

00:32:13.257 --> 00:32:15.719
Or we can talk about that

00:32:15.839 --> 00:32:17.080
allergy office retainer.

00:32:18.329 --> 00:32:20.153
No, no, I don't know.

00:32:20.272 --> 00:32:21.856
Like we got thirty minutes

00:32:22.176 --> 00:32:23.619
that I would say we should

00:32:23.660 --> 00:32:24.721
riff on that for thirty minutes.

00:32:24.882 --> 00:32:25.944
So if we don't have time now,

00:32:26.045 --> 00:32:27.227
maybe next time.

00:32:27.528 --> 00:32:29.030
So I don't know if you think

00:32:29.090 --> 00:32:29.711
the allergy one.

00:32:30.628 --> 00:32:31.829
I think let's do the allergy

00:32:32.029 --> 00:32:33.170
one on Tuesday.

00:32:33.470 --> 00:32:33.830
Okay.

00:32:33.851 --> 00:32:34.750
So you want to do, uh,

00:32:34.891 --> 00:32:36.731
is it our job to motivate our patients?

00:32:36.872 --> 00:32:37.211
Yes.

00:32:37.531 --> 00:32:37.751
All right.

00:32:37.791 --> 00:32:39.573
So here's the post that I, uh, that I,

00:32:39.792 --> 00:32:40.993
I shared and I,

00:32:41.314 --> 00:32:42.494
I think I was in PT school

00:32:42.515 --> 00:32:43.615
or maybe just a new grad

00:32:43.974 --> 00:32:45.076
when someone said this to

00:32:45.096 --> 00:32:45.855
me and I thought they were

00:32:45.875 --> 00:32:47.616
being old and salty, but they're like,

00:32:47.636 --> 00:32:48.637
Jimmy, I see what you're doing.

00:32:49.178 --> 00:32:50.178
You know, you got a lot of energy,

00:32:50.337 --> 00:32:50.679
love it.

00:32:51.239 --> 00:32:51.898
But like, remember,

00:32:51.959 --> 00:32:53.359
like it's not your job to

00:32:53.380 --> 00:32:54.299
motivate your patients.

00:32:54.559 --> 00:32:55.441
And I remember just being like,

00:32:56.040 --> 00:32:57.520
dude, this guy is an Eeyore.

00:32:58.162 --> 00:32:59.922
And what's your problem?

00:32:59.961 --> 00:33:00.862
And you're jaded.

00:33:01.643 --> 00:33:04.042
And then I didn't react.

00:33:04.262 --> 00:33:04.963
And I sort of listened to

00:33:05.003 --> 00:33:05.703
what he was saying.

00:33:05.723 --> 00:33:06.763
And he's like, here's the thing,

00:33:06.804 --> 00:33:07.684
you're gonna you're gonna

00:33:08.005 --> 00:33:09.424
empty your entire tank,

00:33:09.805 --> 00:33:11.645
trying to will someone to

00:33:11.705 --> 00:33:14.547
want to do something.

00:33:14.886 --> 00:33:15.866
When in reality,

00:33:16.227 --> 00:33:16.846
and if you look up the

00:33:16.886 --> 00:33:18.768
definition of motivation,

00:33:18.867 --> 00:33:20.248
which Alex Germano didn't,

00:33:20.288 --> 00:33:21.628
because she was sort of

00:33:21.648 --> 00:33:22.509
trying to disagree with me,

00:33:22.548 --> 00:33:23.249
but I think she proved my

00:33:23.288 --> 00:33:25.529
point by accident, Alex, and I love you.

00:33:26.499 --> 00:33:27.720
motivation needs to come from within,

00:33:27.900 --> 00:33:28.539
not within you,

00:33:29.780 --> 00:33:30.682
but within the other person.

00:33:31.201 --> 00:33:33.022
So that's when I started to as a context,

00:33:33.042 --> 00:33:34.124
I think I was a swim coach,

00:33:34.163 --> 00:33:35.183
a kid swim coach to at the

00:33:35.203 --> 00:33:36.105
same time where it's like,

00:33:36.444 --> 00:33:37.705
I can't make you like swimming.

00:33:38.026 --> 00:33:39.666
Like, if you don't like swimming,

00:33:39.707 --> 00:33:40.248
I gotta be honest,

00:33:40.288 --> 00:33:41.248
it's a pretty boring sport.

00:33:41.387 --> 00:33:42.308
You go from point A to point

00:33:42.388 --> 00:33:43.630
A as many times as you can.

00:33:44.450 --> 00:33:45.151
Like, that's it.

00:33:45.867 --> 00:33:46.028
Right.

00:33:46.067 --> 00:33:46.929
So if you don't like that,

00:33:47.588 --> 00:33:49.490
I can I can have some fun within it.

00:33:49.871 --> 00:33:51.090
We can have some fun games

00:33:51.432 --> 00:33:52.251
or every couple of days we

00:33:52.271 --> 00:33:53.353
can stop in the last twenty

00:33:53.373 --> 00:33:53.992
minutes of practice.

00:33:54.012 --> 00:33:55.334
We can play polo.

00:33:55.574 --> 00:33:55.854
Right.

00:33:56.134 --> 00:33:56.454
But I'm like,

00:33:56.555 --> 00:33:57.635
if you want to get better at swimming,

00:33:58.455 --> 00:34:00.057
you have to swim, unfortunately,

00:34:00.136 --> 00:34:00.897
and do some other stuff.

00:34:01.178 --> 00:34:02.278
But I can't make you like swimming.

00:34:02.317 --> 00:34:03.659
So here is the post that I shared.

00:34:03.679 --> 00:34:04.359
I'll zoom in a little bit.

00:34:04.759 --> 00:34:04.960
I said,

00:34:05.019 --> 00:34:07.461
hot take Thursday coming in on Thursday.

00:34:07.882 --> 00:34:08.983
It's not our job as physical

00:34:09.023 --> 00:34:10.344
therapists to motivate someone.

00:34:10.503 --> 00:34:10.804
Boom.

00:34:11.543 --> 00:34:12.184
And there's a lot of Peace

00:34:12.224 --> 00:34:13.264
Corps GM people.

00:34:13.284 --> 00:34:13.885
Good statement.

00:34:14.025 --> 00:34:14.385
I love it.

00:34:14.625 --> 00:34:14.945
Boom.

00:34:14.965 --> 00:34:15.585
It's not our job.

00:34:15.644 --> 00:34:16.485
I disagree with you.

00:34:16.806 --> 00:34:17.326
And here's why.

00:34:17.485 --> 00:34:19.927
But I'd also love to hear some real big,

00:34:20.407 --> 00:34:22.527
big motivation energy to change my mind.

00:34:22.768 --> 00:34:24.047
But here's why I took my stand.

00:34:24.407 --> 00:34:25.509
Motivation comes from within.

00:34:26.583 --> 00:34:27.925
And then I come back to the other side.

00:34:27.945 --> 00:34:29.085
Yeah, we educate, we listen,

00:34:29.144 --> 00:34:31.525
we outline the roadmap for recovery.

00:34:31.945 --> 00:34:33.487
But when it comes to motivation,

00:34:33.927 --> 00:34:35.188
that is something only the

00:34:35.228 --> 00:34:37.329
patient or the client can

00:34:37.369 --> 00:34:38.309
bring to the table.

00:34:38.489 --> 00:34:39.409
We can't push, pull,

00:34:39.429 --> 00:34:40.949
or drag someone to their goals.

00:34:41.550 --> 00:34:42.530
We can stand next to them.

00:34:43.351 --> 00:34:44.572
So true progress happens

00:34:44.592 --> 00:34:46.273
when they take ownership of

00:34:46.313 --> 00:34:46.932
their journey.

00:34:47.253 --> 00:34:48.673
So let's stop thinking it's

00:34:48.733 --> 00:34:49.855
on us to motivate and our

00:34:49.914 --> 00:34:51.036
job to guide and support.

00:34:51.335 --> 00:34:53.056
The drive has to come from them.

00:34:53.117 --> 00:34:55.418
Do you agree or disagree so far?

00:34:56.039 --> 00:34:56.739
Oh, look at that.

00:34:56.820 --> 00:34:57.619
I thought it would go the other way.

00:34:57.639 --> 00:34:58.320
I thought I thought I would

00:34:58.340 --> 00:34:58.900
get hate for this.

00:34:58.981 --> 00:34:59.121
See,

00:34:59.141 --> 00:35:00.641
I didn't I didn't I didn't go fire

00:35:00.681 --> 00:35:00.922
enough.

00:35:00.961 --> 00:35:01.983
I didn't go fire enough because

00:35:02.563 --> 00:35:03.842
Sixty four percent so far on

00:35:03.882 --> 00:35:06.523
LinkedIn are agreeing with me that it.

00:35:06.603 --> 00:35:07.385
Oh, sorry, sorry, sorry.

00:35:07.565 --> 00:35:08.525
The poll question is reversed.

00:35:08.545 --> 00:35:09.125
This is what I thought.

00:35:09.485 --> 00:35:10.085
Is it your role as a

00:35:10.125 --> 00:35:11.565
physical therapist to motivate someone?

00:35:12.005 --> 00:35:14.226
Sixty four percent say yes, it is.

00:35:15.246 --> 00:35:16.387
And I don't think you can.

00:35:16.646 --> 00:35:17.688
So I think you're wrong

00:35:17.708 --> 00:35:18.867
because it's not possible

00:35:18.987 --> 00:35:19.768
if you're with someone,

00:35:19.807 --> 00:35:21.628
let's say three sessions, an hour a pop.

00:35:23.737 --> 00:35:25.898
a week, what are, and they're not,

00:35:26.277 --> 00:35:27.219
they're not doing anything

00:35:27.878 --> 00:35:29.340
with you outside the other

00:35:29.400 --> 00:35:31.880
hundred and sixty five for

00:35:31.920 --> 00:35:33.041
four hours a week.

00:35:33.561 --> 00:35:33.802
I don't,

00:35:33.902 --> 00:35:34.643
I don't think it's your job to

00:35:34.682 --> 00:35:35.262
motivate them.

00:35:35.603 --> 00:35:38.184
So thoughts on this.

00:35:38.405 --> 00:35:38.864
I agree.

00:35:39.710 --> 00:35:41.472
I think part of our job,

00:35:41.711 --> 00:35:43.172
at least for our style of

00:35:43.452 --> 00:35:44.353
therapy or what I used to

00:35:44.373 --> 00:35:45.074
do in outpatient,

00:35:45.094 --> 00:35:46.434
like there's a component

00:35:46.454 --> 00:35:48.076
where we kind of can help nudge.

00:35:48.115 --> 00:35:49.496
We can kind of help advocate.

00:35:49.516 --> 00:35:52.739
We can help kind of inspire maybe, uh,

00:35:53.119 --> 00:35:54.119
or co-motivate.

00:35:54.199 --> 00:35:55.501
I don't know, but like, I agree.

00:35:56.001 --> 00:35:57.021
I've said this so many times

00:35:57.041 --> 00:35:57.961
to our patients and the clients,

00:35:58.001 --> 00:35:59.202
especially the ones that are like,

00:36:00.184 --> 00:36:02.224
like Tony knows, like our ideal client,

00:36:02.264 --> 00:36:02.664
they're, you know,

00:36:09.574 --> 00:36:11.755
back to, you know, this,

00:36:12.596 --> 00:36:14.836
and they have some level of

00:36:14.896 --> 00:36:16.458
internal motivation where I'm like,

00:36:16.518 --> 00:36:17.278
this is going to happen.

00:36:17.318 --> 00:36:18.599
Like, I don't know when, like it's,

00:36:18.679 --> 00:36:20.280
it might, you know, you getting back.

00:36:20.320 --> 00:36:22.262
We just had a client that had, um,

00:36:22.322 --> 00:36:23.742
open heart surgery several months ago.

00:36:24.262 --> 00:36:25.583
And just yesterday was his

00:36:25.684 --> 00:36:27.784
first day driving back driving.

00:36:28.505 --> 00:36:30.547
Um, and one of my therapists is seeing him,

00:36:30.586 --> 00:36:31.788
but he called me and let me

00:36:31.827 --> 00:36:33.469
know like that he went and

00:36:33.608 --> 00:36:34.929
drove by himself for the first time.

00:36:35.987 --> 00:36:39.289
this type of patient has a

00:36:39.369 --> 00:36:40.610
ton of internal motivation.

00:36:40.650 --> 00:36:42.610
That is just how that person is wired.

00:36:42.630 --> 00:36:45.672
And it is really challenging.

00:36:45.713 --> 00:36:46.853
If someone like we go to a

00:36:46.893 --> 00:36:48.074
house call and someone

00:36:48.153 --> 00:36:49.135
doesn't want to get out of their bed,

00:36:51.048 --> 00:36:51.750
It's going to be really

00:36:51.769 --> 00:36:52.811
challenging for us to do that.

00:36:52.851 --> 00:36:54.012
And maybe it's going to take a while.

00:36:54.672 --> 00:36:56.052
But no,

00:36:56.514 --> 00:36:57.693
I think our job is to kind of

00:36:57.813 --> 00:36:59.536
advocate and inspire Tony.

00:36:59.655 --> 00:36:59.956
I don't know.

00:37:00.155 --> 00:37:02.257
But we can't fully motivate

00:37:02.297 --> 00:37:04.619
someone to make this huge leap,

00:37:04.900 --> 00:37:05.860
even if it's the first step.

00:37:06.840 --> 00:37:07.601
What do you think?

00:37:07.641 --> 00:37:08.481
Like Scott said,

00:37:08.862 --> 00:37:10.023
you can lead a horse to water.

00:37:10.083 --> 00:37:11.364
You can't make them drink.

00:37:11.483 --> 00:37:13.905
It's one of those deals

00:37:13.945 --> 00:37:15.927
where I think we all want

00:37:15.967 --> 00:37:18.088
to inspire and motivate.

00:37:18.389 --> 00:37:18.969
We want to.

00:37:19.028 --> 00:37:20.050
That's why we do this.

00:37:20.090 --> 00:37:21.271
That's why when we say we

00:37:21.291 --> 00:37:22.331
want to help people...

00:37:23.072 --> 00:37:24.512
But I do want to read a

00:37:24.552 --> 00:37:26.253
quote from Medicare.

00:37:27.755 --> 00:37:29.235
And if you can't see it on the screen,

00:37:29.275 --> 00:37:30.255
so it says, quote,

00:37:30.795 --> 00:37:32.536
services which do not meet

00:37:32.597 --> 00:37:33.657
requirements for covered

00:37:33.697 --> 00:37:34.717
therapy services and

00:37:34.737 --> 00:37:35.858
Medicare manual are not

00:37:35.898 --> 00:37:37.199
payable using the codes and

00:37:37.239 --> 00:37:38.541
descriptions as therapy.

00:37:38.641 --> 00:37:39.521
For example,

00:37:40.101 --> 00:37:41.722
services related to activities

00:37:41.762 --> 00:37:43.182
for the general good and

00:37:43.242 --> 00:37:44.884
welfare of patients,

00:37:45.403 --> 00:37:46.824
such as general exercise to

00:37:46.844 --> 00:37:48.545
promote overall fitness, flexibility,

00:37:49.146 --> 00:37:49.726
quote, quote,

00:37:50.407 --> 00:37:51.768
Activities to provide

00:37:51.829 --> 00:37:53.349
diversion or general

00:37:53.389 --> 00:37:54.952
motivation do not

00:37:54.992 --> 00:37:56.934
constitute covered therapy

00:37:56.974 --> 00:37:58.876
services for Medicare purposes.

00:37:59.637 --> 00:38:00.818
Services related to

00:38:01.119 --> 00:38:03.360
recreational activities such as golf,

00:38:03.420 --> 00:38:05.344
tennis, running, et cetera,

00:38:05.764 --> 00:38:07.865
are also not covered.

00:38:07.985 --> 00:38:08.847
Part of this.

00:38:09.878 --> 00:38:11.860
what, you know, who's paying the bill,

00:38:12.260 --> 00:38:13.980
what are we being paid to do?

00:38:15.121 --> 00:38:16.780
We know plenty of therapists

00:38:16.800 --> 00:38:18.782
that are working in skilled nursing,

00:38:18.902 --> 00:38:20.561
home health, other settings,

00:38:21.001 --> 00:38:22.141
where they're going in,

00:38:22.181 --> 00:38:23.422
they're forcing patients to

00:38:23.463 --> 00:38:25.342
do stuff like their burnout,

00:38:25.543 --> 00:38:26.684
the patients burnout,

00:38:26.744 --> 00:38:27.903
the doctors are burnout,

00:38:28.063 --> 00:38:29.324
everybody hates everything.

00:38:30.425 --> 00:38:32.565
I think that is a toxic

00:38:32.605 --> 00:38:33.706
environment that none of us

00:38:33.746 --> 00:38:34.646
want to be part of.

00:38:35.085 --> 00:38:37.467
But on the flip side, go ahead, Jimmy,

00:38:37.507 --> 00:38:38.226
what were you going to say?

00:38:38.567 --> 00:38:39.128
No, no, keep going.

00:38:39.188 --> 00:38:41.329
I got, I got a good, uh,

00:38:41.349 --> 00:38:43.090
I want to share a different thing.

00:38:43.130 --> 00:38:44.190
Cause I think this falls

00:38:44.371 --> 00:38:46.492
into where a lot of us want to be.

00:38:47.293 --> 00:38:48.514
I shared a video recently

00:38:48.554 --> 00:38:50.534
talking about my body tutor.

00:38:50.655 --> 00:38:50.896
Whoops.

00:38:51.864 --> 00:38:52.625
And, you know,

00:38:53.085 --> 00:38:54.326
this was featured on my

00:38:54.365 --> 00:38:55.686
first million podcast.

00:38:55.726 --> 00:38:56.246
Look, I mean,

00:38:56.507 --> 00:38:58.248
people are paying four

00:38:58.288 --> 00:38:59.469
hundred to eight to nine

00:38:59.509 --> 00:39:01.070
hundred dollars a month for

00:39:01.190 --> 00:39:03.570
accountability, for motivation, for,

00:39:04.012 --> 00:39:06.632
you know, somebody to be like, hey,

00:39:06.672 --> 00:39:07.753
tell me what the plan is.

00:39:07.813 --> 00:39:08.635
What do you want to do?

00:39:09.414 --> 00:39:10.936
These are non-therapists.

00:39:11.056 --> 00:39:12.817
They're educated individuals,

00:39:12.856 --> 00:39:14.719
but they're not licensed individuals.

00:39:15.278 --> 00:39:17.800
And so this is where I think

00:39:17.840 --> 00:39:19.702
a lot of us wanted to go,

00:39:19.742 --> 00:39:21.222
where we thought we were going to go.

00:39:21.282 --> 00:39:22.403
This is where maybe direct

00:39:22.503 --> 00:39:25.326
access had promised us we would go.

00:39:27.106 --> 00:39:28.106
Wait, wait, bring that back up.

00:39:28.887 --> 00:39:30.409
How weird does the motivation come in?

00:39:30.449 --> 00:39:31.228
The four hundred dollar,

00:39:31.268 --> 00:39:32.150
six hundred dollar or nine

00:39:32.170 --> 00:39:33.851
hundred dollar package?

00:39:34.030 --> 00:39:34.871
Where's the motivation?

00:39:35.692 --> 00:39:35.952
So

00:39:37.188 --> 00:39:37.829
The more you pay,

00:39:37.849 --> 00:39:41.574
the more motivated you might be.

00:39:41.733 --> 00:39:43.056
I'm going to make the argument.

00:39:43.155 --> 00:39:44.757
You come with the motivation.

00:39:44.856 --> 00:39:46.860
You're not being motivated.

00:39:46.880 --> 00:39:49.302
The motivation is internal.

00:39:49.583 --> 00:39:49.902
Yes.

00:39:50.163 --> 00:39:52.264
So scroll back up.

00:39:52.284 --> 00:39:53.626
There was a great graphic by

00:39:53.686 --> 00:39:55.608
somebody who I follow on Twitter,

00:39:55.648 --> 00:39:56.489
and essentially it's like,

00:39:57.896 --> 00:39:58.956
you need motivation or do

00:39:58.976 --> 00:40:00.297
you need accountability do

00:40:00.317 --> 00:40:01.277
you need motivation do you

00:40:01.297 --> 00:40:03.097
need consistency it's funny

00:40:03.117 --> 00:40:03.559
because when you're

00:40:03.579 --> 00:40:05.278
consistent for a week a

00:40:05.298 --> 00:40:06.440
couple weeks a month

00:40:06.980 --> 00:40:08.581
suddenly the motivation

00:40:08.621 --> 00:40:11.322
shows up right so it's

00:40:11.481 --> 00:40:13.143
internal so I'm not saying

00:40:13.182 --> 00:40:14.463
you can't be attempted to

00:40:14.483 --> 00:40:16.844
be motivational right which

00:40:16.903 --> 00:40:19.686
is I'm leading you but yoda never

00:40:20.717 --> 00:40:22.418
Yoda never like whispered in Luke's ear,

00:40:22.458 --> 00:40:23.498
like you can do it, buddy.

00:40:23.557 --> 00:40:24.757
Like he was actually like

00:40:25.139 --> 00:40:26.179
kind of a crappy coach.

00:40:26.219 --> 00:40:27.478
He was like, do or do not.

00:40:27.518 --> 00:40:28.440
There is no try.

00:40:28.480 --> 00:40:29.380
Like he was pretty harsh.

00:40:29.420 --> 00:40:30.519
He was fight clubbing people.

00:40:31.400 --> 00:40:32.820
Now go into Sean's comment.

00:40:32.920 --> 00:40:33.181
You know,

00:40:33.280 --> 00:40:34.902
I think that good therapists can

00:40:34.942 --> 00:40:37.362
help patients find their own motivation,

00:40:38.063 --> 00:40:39.463
linking exercises and

00:40:39.503 --> 00:40:40.963
therapy to functional goals.

00:40:41.443 --> 00:40:43.545
But the thing is, and I interviewed Sean,

00:40:43.605 --> 00:40:44.525
go to my channel.

00:40:44.605 --> 00:40:46.286
Like we talk about functional medicine.

00:40:46.326 --> 00:40:47.445
We talk about shockwave.

00:40:47.465 --> 00:40:49.027
We talk about all sorts of stuff.

00:40:49.967 --> 00:40:51.387
he is a great example of

00:40:51.467 --> 00:40:53.427
where I think we aspire to be.

00:40:53.648 --> 00:40:56.188
Most of us, he's got a seat at the table.

00:40:56.248 --> 00:40:56.449
He,

00:40:56.568 --> 00:40:58.228
he goes in and he talks to the

00:40:58.268 --> 00:40:59.530
referring providers.

00:40:59.550 --> 00:41:01.010
He talks to other specialists.

00:41:01.050 --> 00:41:03.490
Like it is a cohesive team

00:41:03.831 --> 00:41:05.150
that's working to help the

00:41:05.190 --> 00:41:06.311
patient achieve the goal.

00:41:06.612 --> 00:41:06.992
And again,

00:41:07.512 --> 00:41:08.572
Sean is all self-pay.

00:41:08.592 --> 00:41:09.873
He's not taking insurance.

00:41:09.914 --> 00:41:10.213
You know,

00:41:10.614 --> 00:41:13.737
this is the customer is the patient,

00:41:14.137 --> 00:41:15.298
not the insurance company,

00:41:15.378 --> 00:41:16.780
not the referring provider.

00:41:17.860 --> 00:41:19.762
So I think he's built the

00:41:19.802 --> 00:41:21.844
business that he wants to

00:41:21.923 --> 00:41:23.646
help him achieve his goals

00:41:24.166 --> 00:41:25.407
as much as the patient's goals.

00:41:25.748 --> 00:41:26.708
He's also got twenty eight

00:41:26.748 --> 00:41:27.648
letters after his name.

00:41:27.668 --> 00:41:28.050
I counted it.

00:41:29.150 --> 00:41:30.572
But real quick, back to sports,

00:41:30.592 --> 00:41:33.014
back to walking, back to walking the dog,

00:41:33.375 --> 00:41:34.235
traveling.

00:41:34.795 --> 00:41:36.336
None of those are covered goals.

00:41:36.858 --> 00:41:38.398
The insurance company is not

00:41:38.418 --> 00:41:40.681
paying us to meet any of those goals.

00:41:40.722 --> 00:41:41.382
And I just had this

00:41:41.402 --> 00:41:42.143
conversation with the

00:41:42.163 --> 00:41:42.983
therapist last night.

00:41:43.023 --> 00:41:43.503
I said, look,

00:41:44.065 --> 00:41:46.367
you want to treat Medicare beneficiaries.

00:41:46.387 --> 00:41:47.887
You want them to be able to pay cash.

00:41:47.907 --> 00:41:49.168
They want to pay you cash.

00:41:49.909 --> 00:41:50.811
Simplest thing in the world.

00:41:51.030 --> 00:41:52.931
Ask them what their goal is.

00:41:53.411 --> 00:41:55.393
Document their goal as

00:41:55.432 --> 00:41:57.014
stated by the patient,

00:41:57.054 --> 00:41:58.315
because I promise you their

00:41:58.355 --> 00:42:00.576
goal is not feed myself, dress myself,

00:42:00.635 --> 00:42:01.456
bathe myself.

00:42:02.056 --> 00:42:02.978
It's travel.

00:42:03.338 --> 00:42:04.237
It's leisure.

00:42:04.597 --> 00:42:05.559
It's gardening.

00:42:05.739 --> 00:42:06.619
It's hiking.

00:42:07.039 --> 00:42:08.000
None of those are covered

00:42:08.039 --> 00:42:09.001
goals by Medicare.

00:42:09.500 --> 00:42:11.202
The problem with that, Tony,

00:42:11.402 --> 00:42:13.244
is that the two and three

00:42:13.565 --> 00:42:14.465
physical therapy offices

00:42:14.505 --> 00:42:15.967
down the street will bill

00:42:16.007 --> 00:42:18.030
Medicare for that patient

00:42:18.050 --> 00:42:19.371
with the same exact goals.

00:42:19.831 --> 00:42:22.835
Yeah, a hundred percent.

00:42:22.954 --> 00:42:24.137
And it would be defined as

00:42:24.157 --> 00:42:26.259
fraud in Medicare's definitions.

00:42:26.780 --> 00:42:27.059
Well-

00:42:28.182 --> 00:42:30.286
It would be, I don't know about fraud.

00:42:30.407 --> 00:42:31.949
It would be unethical.

00:42:33.451 --> 00:42:33.771
You know,

00:42:34.032 --> 00:42:35.333
I would call it fraudulent

00:42:35.373 --> 00:42:38.259
because what the therapist is hearing is,

00:42:38.800 --> 00:42:41.123
I want to ride my bike around the park.

00:42:41.563 --> 00:42:43.327
And what they're documenting is,

00:42:43.666 --> 00:42:44.768
The patient can't put ADLs.

00:42:44.788 --> 00:42:45.228
Yeah.

00:42:45.947 --> 00:42:46.387
You know,

00:42:46.447 --> 00:42:47.929
so that's the reality of the

00:42:47.969 --> 00:42:50.429
situation in most patient care settings.

00:42:51.449 --> 00:42:53.570
That therapist has to sleep well at night.

00:42:54.152 --> 00:42:54.452
You know,

00:42:54.472 --> 00:42:55.931
it's their choice on how they do

00:42:55.972 --> 00:42:56.632
that or not.

00:42:57.112 --> 00:42:59.693
Certainly they see functional deficits.

00:42:59.753 --> 00:43:01.315
They know this person can't

00:43:01.335 --> 00:43:03.195
put on their shoes as well as they could.

00:43:03.835 --> 00:43:06.157
So there's there may be a gray area there.

00:43:06.197 --> 00:43:08.697
But to me, the irony here is.

00:43:09.518 --> 00:43:11.079
they're shooting themselves

00:43:11.119 --> 00:43:12.402
in the proverbial foot as a

00:43:12.461 --> 00:43:14.784
therapist by doing that, you know,

00:43:14.824 --> 00:43:15.545
by saying, Hey,

00:43:15.585 --> 00:43:16.987
I'm going to deliver a Mercedes,

00:43:17.027 --> 00:43:18.608
but I'm going to charge you for a Honda.

00:43:18.628 --> 00:43:19.809
Um,

00:43:19.829 --> 00:43:21.291
that's where we fall short as a

00:43:21.331 --> 00:43:21.871
profession.

00:43:22.333 --> 00:43:23.653
Now, hold on a second.

00:43:23.693 --> 00:43:24.534
I wanted to walk away from

00:43:24.574 --> 00:43:25.675
this like question, like,

00:43:26.536 --> 00:43:28.297
can do uh should physical

00:43:28.338 --> 00:43:29.639
therapists try or do they

00:43:29.699 --> 00:43:30.460
actually motivate their

00:43:30.501 --> 00:43:31.302
patients with something

00:43:31.362 --> 00:43:33.885
tactical and once I did

00:43:33.985 --> 00:43:36.168
this I moved I cheated I

00:43:36.228 --> 00:43:37.829
moved the goal post and

00:43:37.889 --> 00:43:38.990
things got a little easier

00:43:39.391 --> 00:43:41.193
things also get easier when

00:43:41.253 --> 00:43:42.255
I work with like I worked

00:43:42.275 --> 00:43:43.597
with an organization in

00:43:43.637 --> 00:43:44.697
terms of communications

00:43:46.173 --> 00:43:46.875
I won't say which one,

00:43:46.934 --> 00:43:49.117
but like one of their goals

00:43:49.157 --> 00:43:50.978
was to sell courses, right?

00:43:51.018 --> 00:43:51.880
Sell education.

00:43:52.561 --> 00:43:53.742
And the person creating the

00:43:54.141 --> 00:43:56.664
content was like overdoing it.

00:43:56.704 --> 00:43:57.326
Like they were like,

00:43:58.065 --> 00:43:58.987
you could see it in their

00:43:59.027 --> 00:44:00.548
copy and their stuff.

00:44:00.588 --> 00:44:01.289
It was like, dude,

00:44:01.329 --> 00:44:02.851
you are trying too hard.

00:44:03.572 --> 00:44:04.833
And the person on the other end was like,

00:44:04.873 --> 00:44:06.635
but I need them to buy something.

00:44:06.715 --> 00:44:08.476
And that's when I realized I was like, oh,

00:44:08.496 --> 00:44:09.157
okay.

00:44:09.978 --> 00:44:11.297
I need you to aim less.

00:44:11.739 --> 00:44:13.119
And if me using these

00:44:13.159 --> 00:44:14.559
analogies and I use the

00:44:14.599 --> 00:44:15.940
same damn ones over and over again,

00:44:16.300 --> 00:44:18.179
take that as a cue.

00:44:18.219 --> 00:44:19.280
And the analogy I used was

00:44:19.621 --> 00:44:20.460
you're trying to get this

00:44:20.501 --> 00:44:21.920
person to marry you the

00:44:22.041 --> 00:44:23.521
first or second time they

00:44:23.561 --> 00:44:26.663
see this ad or this content.

00:44:26.682 --> 00:44:28.682
I need you to have them

00:44:28.762 --> 00:44:30.603
agree to the second date.

00:44:31.471 --> 00:44:33.393
So your job is actually not

00:44:33.414 --> 00:44:35.197
to get someone to become motivated.

00:44:35.617 --> 00:44:37.340
Your job as a copywriter is

00:44:37.481 --> 00:44:38.822
not to get someone to buy.

00:44:39.403 --> 00:44:41.887
It's to get them to understand.

00:44:42.891 --> 00:44:43.672
Because going back to that

00:44:43.711 --> 00:44:45.233
quote from my favorite Peloton instructor,

00:44:45.952 --> 00:44:48.153
I make suggestions, you make decisions.

00:44:48.514 --> 00:44:49.994
If I keep putting something

00:44:50.034 --> 00:44:51.376
in front of you that

00:44:51.516 --> 00:44:53.056
outlines your pain and

00:44:53.356 --> 00:44:54.818
where you are and where you want to go,

00:44:55.237 --> 00:44:57.318
and you decide to never take me up on it,

00:44:57.659 --> 00:44:57.858
great.

00:44:58.179 --> 00:44:59.260
I was never going to change your mind.

00:44:59.659 --> 00:45:02.280
But if I do that a thousand different ways,

00:45:02.340 --> 00:45:03.322
as Seth Godin would say,

00:45:03.822 --> 00:45:05.842
marketing is just the

00:45:05.882 --> 00:45:06.902
process of saying the same

00:45:06.922 --> 00:45:08.204
thing a thousand different ways,

00:45:08.344 --> 00:45:09.063
not saying a thousand

00:45:09.083 --> 00:45:09.804
things the same way.

00:45:09.925 --> 00:45:10.405
That's different.

00:45:11.684 --> 00:45:12.846
your job is actually get

00:45:13.025 --> 00:45:14.507
them to understand, because we're big,

00:45:14.527 --> 00:45:15.068
dumb animals,

00:45:15.429 --> 00:45:16.429
and you're never actually

00:45:16.449 --> 00:45:18.393
gonna convince anybody to do anything.

00:45:18.592 --> 00:45:21.697
Even if you yell, scream, offer them money,

00:45:21.757 --> 00:45:22.579
they'll do it for a little

00:45:22.599 --> 00:45:24.101
while and then fade, right?

00:45:24.121 --> 00:45:24.760
That's a bribe.

00:45:25.141 --> 00:45:25.922
So I think,

00:45:26.784 --> 00:45:28.565
I think if you change the goalposts,

00:45:28.605 --> 00:45:30.085
which is, I'm not saying you have to,

00:45:30.786 --> 00:45:31.626
if your goal is to get

00:45:31.666 --> 00:45:32.507
someone to understand,

00:45:32.726 --> 00:45:33.286
it doesn't mean like,

00:45:33.568 --> 00:45:34.407
we'll just do it like

00:45:34.467 --> 00:45:35.429
mayonnaise and be boring.

00:45:35.608 --> 00:45:36.809
You can have energy,

00:45:37.349 --> 00:45:38.389
but understand your goal is

00:45:38.429 --> 00:45:39.831
not to get them to be motivated.

00:45:40.070 --> 00:45:40.952
Your goal is just to get

00:45:40.972 --> 00:45:41.972
them to achieve

00:45:42.431 --> 00:45:43.693
understanding what they do

00:45:43.713 --> 00:45:45.574
with it from then on, their decision.

00:45:47.344 --> 00:45:48.146
Corey says he sees

00:45:48.166 --> 00:45:49.286
motivation as a spectrum,

00:45:49.326 --> 00:45:50.065
not black and white.

00:45:50.327 --> 00:45:50.586
Agreed.

00:45:50.766 --> 00:45:50.887
Yeah.

00:45:51.407 --> 00:45:52.628
While intrinsic motivation

00:45:52.668 --> 00:45:53.327
is the ultimate goal,

00:45:53.387 --> 00:45:54.768
although extrinsic nudge

00:45:54.809 --> 00:45:55.849
from a skilled physical

00:45:55.869 --> 00:45:57.050
therapist can sometimes be

00:45:57.070 --> 00:45:57.809
the catalyst that gets

00:45:58.269 --> 00:46:00.170
patients moving towards their goal.

00:46:00.190 --> 00:46:00.371
Sure.

00:46:00.550 --> 00:46:01.672
It's about finding the right balance.

00:46:02.052 --> 00:46:02.172
Yeah.

00:46:04.456 --> 00:46:07.099
We got some great comments coming in.

00:46:07.119 --> 00:46:07.920
David said,

00:46:08.621 --> 00:46:10.244
how do the best coaches get the

00:46:10.284 --> 00:46:11.585
most out of their players?

00:46:12.047 --> 00:46:13.108
Why can't PTs do the same

00:46:13.248 --> 00:46:13.849
for their coaches?

00:46:14.670 --> 00:46:16.452
Okay, but here's the flaw in that analogy.

00:46:16.572 --> 00:46:17.833
I can't make you like swimming.

00:46:18.755 --> 00:46:19.655
And a lot of people come to

00:46:19.675 --> 00:46:20.838
PT and they want the goal

00:46:20.898 --> 00:46:22.079
and they don't like the process.

00:46:23.034 --> 00:46:25.117
Coaches and players have self-identified.

00:46:25.277 --> 00:46:26.458
I'm an expert at this game

00:46:26.838 --> 00:46:28.199
and you want to play this game.

00:46:28.619 --> 00:46:30.282
So the problem with that

00:46:30.322 --> 00:46:32.063
analogy is a lot of people

00:46:32.083 --> 00:46:32.784
will come to PT and be like,

00:46:33.204 --> 00:46:34.324
can you just rub my butt?

00:46:35.050 --> 00:46:36.632
And you're like, yes.

00:46:37.032 --> 00:46:37.152
Yeah.

00:46:37.773 --> 00:46:39.054
Can you, can you get rid of my,

00:46:39.193 --> 00:46:39.974
can you get rid of my back

00:46:40.014 --> 00:46:40.795
pain or sciatica,

00:46:41.155 --> 00:46:42.315
but without me doing anything,

00:46:42.356 --> 00:46:43.317
I just want to lay on a table.

00:46:43.536 --> 00:46:43.797
Yes.

00:46:43.936 --> 00:46:45.157
That, that is, that is the difference.

00:46:45.197 --> 00:46:45.617
It's not like,

00:46:46.038 --> 00:46:46.659
it's not like all of our

00:46:46.699 --> 00:46:47.298
patients are the

00:46:47.358 --> 00:46:48.400
self-selected ones that

00:46:48.460 --> 00:46:51.061
chose the sport or they, they chose like,

00:46:51.442 --> 00:46:52.603
I want the manual therapy

00:46:52.782 --> 00:46:54.204
and the corrective exercise.

00:46:54.244 --> 00:46:55.364
And I'm okay with doing the

00:46:55.385 --> 00:46:56.706
therapeutic exercise and

00:46:57.025 --> 00:46:58.166
completing my daily home

00:46:58.206 --> 00:46:59.947
exercise program and everything else.

00:47:00.047 --> 00:47:01.688
My therapist, Tony Meritato said.

00:47:01.969 --> 00:47:02.789
So I think the people that

00:47:02.809 --> 00:47:04.052
are disagreeing with me are

00:47:04.072 --> 00:47:04.873
having this initial

00:47:04.913 --> 00:47:08.416
reaction that I did with this question,

00:47:08.557 --> 00:47:10.280
which is, can you motivate someone?

00:47:12.284 --> 00:47:13.925
um yeah dennis morton is

00:47:13.945 --> 00:47:14.565
where I get that one I

00:47:14.585 --> 00:47:15.226
don't even think he was the

00:47:15.306 --> 00:47:16.226
first first person to say

00:47:16.246 --> 00:47:17.146
it but he says it a lot I

00:47:17.166 --> 00:47:18.547
make suggestions you make

00:47:18.588 --> 00:47:19.728
decisions he also says if

00:47:19.748 --> 00:47:20.588
you can't be good be

00:47:20.628 --> 00:47:22.050
careful I mean I feel like

00:47:22.090 --> 00:47:22.869
dennis morton and I would

00:47:23.289 --> 00:47:24.490
do well and hang out and be

00:47:24.510 --> 00:47:26.992
buddies um I'm not saying

00:47:27.092 --> 00:47:27.972
it's not your it's not

00:47:28.273 --> 00:47:29.034
you're not allowed to be

00:47:29.253 --> 00:47:31.554
fun and have energy and try

00:47:31.594 --> 00:47:32.456
to help people that's what

00:47:32.476 --> 00:47:34.036
I'm saying I'm saying

00:47:35.456 --> 00:47:36.318
Be a little more kind to

00:47:36.338 --> 00:47:37.239
yourself and realize that

00:47:37.259 --> 00:47:38.659
you can only do so much.

00:47:39.380 --> 00:47:40.800
And your job, in my opinion,

00:47:40.880 --> 00:47:42.422
is to actually achieve understanding.

00:47:42.702 --> 00:47:44.063
You can do that with great energy.

00:47:44.143 --> 00:47:44.943
Coaches do that.

00:47:44.983 --> 00:47:45.864
They bring energy.

00:47:45.885 --> 00:47:46.405
They say, hey,

00:47:46.425 --> 00:47:47.405
we're going to have fun today.

00:47:47.706 --> 00:47:48.626
Oh, my goal is fun.

00:47:48.947 --> 00:47:49.387
Perfect.

00:47:49.827 --> 00:47:51.389
But our goal is also to swim, you know,

00:47:51.409 --> 00:47:52.469
three thousand yards today.

00:47:52.509 --> 00:47:53.389
And if you don't like that,

00:47:54.231 --> 00:47:55.512
I can't I'm not going to

00:47:55.672 --> 00:47:56.251
I'm not going to make you

00:47:56.271 --> 00:47:57.193
swim two thousand yards

00:47:57.333 --> 00:47:58.793
because my team does this.

00:47:59.233 --> 00:48:01.835
So understand that when you're David Chang,

00:48:01.856 --> 00:48:04.498
the restaurateur or a great coach, you're

00:48:05.393 --> 00:48:07.336
I make suggestions, you make decisions.

00:48:08.038 --> 00:48:09.320
But here's the tough part.

00:48:10.322 --> 00:48:11.204
If you don't do this, you're out.

00:48:12.382 --> 00:48:13.423
And you got to stand by that.

00:48:13.963 --> 00:48:14.804
And then eventually,

00:48:14.844 --> 00:48:16.025
hopefully the goal is that

00:48:16.045 --> 00:48:16.927
you'll be left with people

00:48:16.947 --> 00:48:18.427
who understand what the

00:48:18.447 --> 00:48:20.289
process is and you have reached the goal,

00:48:20.309 --> 00:48:21.911
which is understanding.

00:48:22.731 --> 00:48:27.034
So focus on your end of the

00:48:27.275 --> 00:48:28.797
equation because you can't

00:48:28.817 --> 00:48:31.199
be responsible for someone

00:48:31.239 --> 00:48:32.239
else's decision-making.

00:48:32.400 --> 00:48:33.561
This is also why I don't like,

00:48:34.021 --> 00:48:34.822
and we won't have to go too

00:48:34.862 --> 00:48:35.342
deep into this.

00:48:35.521 --> 00:48:36.483
This is why I don't like

00:48:36.523 --> 00:48:38.204
when companies want to do a

00:48:38.284 --> 00:48:39.425
purely affiliate deals.

00:48:40.273 --> 00:48:41.373
If someone's like, hey,

00:48:41.934 --> 00:48:43.074
I'll give you a code.

00:48:43.436 --> 00:48:44.315
And then if someone follows

00:48:44.376 --> 00:48:45.257
through on that code,

00:48:45.797 --> 00:48:46.757
I'll give you some money.

00:48:47.298 --> 00:48:48.338
And I'm like, cool.

00:48:48.699 --> 00:48:50.041
But it feels like me doing a

00:48:50.081 --> 00:48:51.242
lot of things and then

00:48:51.322 --> 00:48:52.722
maybe getting something

00:48:53.003 --> 00:48:53.943
where you definitely get

00:48:53.983 --> 00:48:56.105
things from day one.

00:48:56.425 --> 00:48:57.326
But I need someone to follow

00:48:57.346 --> 00:48:59.967
that code or maybe they follow that code,

00:48:59.987 --> 00:49:00.588
but they don't put it in

00:49:00.608 --> 00:49:01.489
where they heard it right.

00:49:01.530 --> 00:49:02.610
I don't get credited with that.

00:49:03.070 --> 00:49:04.271
So it's like my job is to

00:49:04.331 --> 00:49:05.873
achieve attention, right?

00:49:06.228 --> 00:49:07.510
I stop there, right?

00:49:07.652 --> 00:49:08.452
I will talk about your

00:49:08.492 --> 00:49:09.434
organization or I will

00:49:09.474 --> 00:49:10.556
share that information.

00:49:10.838 --> 00:49:13.081
And then if someone decides that's on you,

00:49:14.304 --> 00:49:15.385
it's sort of like I have to

00:49:15.405 --> 00:49:17.228
get someone from Kansas to

00:49:17.250 --> 00:49:18.331
the beach in Florida

00:49:19.670 --> 00:49:21.271
but you're paying me only if

00:49:21.291 --> 00:49:23.251
they go from the sand to the water.

00:49:23.271 --> 00:49:24.911
It's like, dude, look how far I got them.

00:49:25.012 --> 00:49:26.012
I get nothing for that.

00:49:27.132 --> 00:49:27.934
Eh, doesn't feel fair.

00:49:28.233 --> 00:49:28.753
So I don't engage.

00:49:29.414 --> 00:49:30.275
No risk for you.

00:49:30.994 --> 00:49:31.434
I'm sorry.

00:49:31.494 --> 00:49:32.094
No risk for them.

00:49:32.335 --> 00:49:32.856
Risk for you.

00:49:33.635 --> 00:49:35.036
And then going back to Corey's thing.

00:49:35.056 --> 00:49:36.217
So, I mean, I don't know.

00:49:36.297 --> 00:49:37.458
We, I think we covered it enough,

00:49:37.498 --> 00:49:39.239
but he mentioned internal motivation,

00:49:39.278 --> 00:49:39.478
right?

00:49:39.518 --> 00:49:41.820
So maybe are we missing the

00:49:41.920 --> 00:49:43.300
internal motivation versus

00:49:43.320 --> 00:49:44.221
external motivation?

00:49:44.420 --> 00:49:44.621
Like,

00:49:45.141 --> 00:49:46.804
internal is that individual motivation?

00:49:47.867 --> 00:49:49.530
Like, like, like the, like the coaching,

00:49:49.570 --> 00:49:50.552
like the, the rah, rah,

00:49:50.572 --> 00:49:52.335
the cheering is that external motivation?

00:49:52.615 --> 00:49:52.835
Maybe.

00:49:53.717 --> 00:49:54.358
Yeah,

00:49:54.478 --> 00:49:56.278
I think that's your different ways of

00:49:56.358 --> 00:49:57.460
getting understanding.

00:49:57.539 --> 00:49:59.021
It can have energy, right?

00:49:59.141 --> 00:50:01.163
Infomercials are a great example.

00:50:01.222 --> 00:50:04.643
Like their goal is to make –

00:50:03.184 --> 00:50:04.085
look at an infomercial and

00:50:04.184 --> 00:50:06.387
mock it all you want, but it's brilliant.

00:50:06.686 --> 00:50:07.728
It's sixty minutes of

00:50:07.768 --> 00:50:09.568
someone just going problem, problem,

00:50:09.628 --> 00:50:10.168
problem, solution.

00:50:10.188 --> 00:50:10.650
It converts.

00:50:10.789 --> 00:50:12.411
Problem, problem, solution.

00:50:12.710 --> 00:50:13.911
Yeah, but wait, there's more.

00:50:13.952 --> 00:50:16.774
They do it with energy, but they realize –

00:50:17.371 --> 00:50:18.672
You're going to make a decision or not.

00:50:18.853 --> 00:50:19.873
I'm just going to make it so

00:50:20.534 --> 00:50:22.114
mind numbingly easy for you to go.

00:50:22.215 --> 00:50:22.534
Yes,

00:50:22.594 --> 00:50:24.175
this problem will never go away unless

00:50:24.476 --> 00:50:25.677
I pay nineteen ninety five.

00:50:26.097 --> 00:50:26.436
But wait,

00:50:26.456 --> 00:50:27.697
I'm going to get two for twenty

00:50:27.717 --> 00:50:28.938
if I call in the next fifteen minutes.

00:50:29.358 --> 00:50:30.599
Their job is to only achieve

00:50:30.619 --> 00:50:31.199
understanding.

00:50:31.460 --> 00:50:32.880
They never motivate you to do anything.

00:50:34.797 --> 00:50:35.878
I think one of the things we

00:50:35.898 --> 00:50:37.681
don't talk enough about is

00:50:37.920 --> 00:50:39.902
where the therapist is on

00:50:39.922 --> 00:50:41.583
the spectrum of their

00:50:42.003 --> 00:50:42.925
professional career.

00:50:44.286 --> 00:50:46.447
So last night we had the end

00:50:46.507 --> 00:50:48.889
of year party for my kid's

00:50:49.050 --> 00:50:50.371
eighth grade football team.

00:50:51.291 --> 00:50:52.893
And it's like I look at my

00:50:53.012 --> 00:50:54.474
kids eighth grade football

00:50:54.494 --> 00:50:57.255
coach versus a third grade

00:50:57.315 --> 00:50:58.536
football coach versus a

00:50:58.596 --> 00:51:00.157
college football coach, you know,

00:51:00.237 --> 00:51:01.818
or a professional football coach.

00:51:01.858 --> 00:51:03.880
Like you can't take a

00:51:03.920 --> 00:51:05.340
professional football coach

00:51:05.360 --> 00:51:06.300
who's successful,

00:51:06.860 --> 00:51:08.342
put them in front of third

00:51:08.382 --> 00:51:09.782
graders and expect them to

00:51:09.802 --> 00:51:10.983
be just as successful.

00:51:11.043 --> 00:51:12.405
The third graders need very

00:51:12.445 --> 00:51:13.224
different things.

00:51:13.864 --> 00:51:14.905
And so when we're looking at

00:51:14.965 --> 00:51:16.447
patients that are coming in

00:51:16.666 --> 00:51:17.608
and this is where I think

00:51:17.628 --> 00:51:19.449
our marketing tends to fail us.

00:51:20.088 --> 00:51:21.409
When the patient is coming

00:51:21.570 --> 00:51:23.369
in with no idea who you are,

00:51:23.449 --> 00:51:24.590
no idea what to expect,

00:51:24.650 --> 00:51:25.690
no idea what's going on.

00:51:25.710 --> 00:51:26.452
They're just coming because

00:51:26.472 --> 00:51:27.751
the doctor told them to come.

00:51:28.672 --> 00:51:28.952
You know,

00:51:29.152 --> 00:51:31.132
how do you match the best

00:51:31.193 --> 00:51:32.373
therapist with the best

00:51:32.414 --> 00:51:35.014
patient at the right meeting point?

00:51:36.400 --> 00:51:38.961
Um, we need to talk about that.

00:51:39.001 --> 00:51:40.322
We need to say, and again,

00:51:40.362 --> 00:51:41.664
this is another reason why

00:51:41.724 --> 00:51:42.403
therapists should be

00:51:42.463 --> 00:51:44.184
referring out more than they do.

00:51:44.784 --> 00:51:46.226
You should not be treating

00:51:46.326 --> 00:51:47.987
every referral that comes your way.

00:51:48.407 --> 00:51:50.987
If you've got a novice exerciser or,

00:51:51.228 --> 00:51:51.489
you know,

00:51:51.789 --> 00:51:54.389
a geriatric who I see this a lot,

00:51:54.670 --> 00:51:56.411
geriatric grew up on the farm,

00:51:56.751 --> 00:51:58.512
always did hard work is not

00:51:58.572 --> 00:52:01.733
afraid of hard work, but hates exercise.

00:52:02.173 --> 00:52:03.454
They will carry jugs of

00:52:03.514 --> 00:52:05.277
water back and forth across

00:52:05.396 --> 00:52:07.518
an acre lot all day long.

00:52:07.557 --> 00:52:09.440
They'll bale hay in their eighties.

00:52:09.579 --> 00:52:10.181
No problem.

00:52:10.621 --> 00:52:11.702
But if I ask them to lift a

00:52:11.722 --> 00:52:12.643
three pound dumbbell,

00:52:12.663 --> 00:52:13.583
they think it's a waste of

00:52:13.643 --> 00:52:15.485
time and they don't want to be there.

00:52:16.317 --> 00:52:16.597
You know,

00:52:16.657 --> 00:52:18.557
like that person needs a very

00:52:18.597 --> 00:52:20.358
different therapist than

00:52:20.579 --> 00:52:21.878
somebody who's coming out

00:52:21.918 --> 00:52:24.619
of a CrossFit gym and they want to,

00:52:24.659 --> 00:52:26.900
you know, do muscle up or whatever.

00:52:27.360 --> 00:52:29.362
Like we just we should match

00:52:29.382 --> 00:52:30.302
the therapist to the

00:52:30.342 --> 00:52:32.182
personality of the patient.

00:52:32.422 --> 00:52:32.682
Agreed.

00:52:32.822 --> 00:52:34.063
And I don't see that as a

00:52:34.103 --> 00:52:35.643
vehicle in our profession yet.

00:52:35.983 --> 00:52:36.244
Agreed.

00:52:36.643 --> 00:52:38.425
This goes back to what if

00:52:38.445 --> 00:52:39.605
you change if you're a clinic,

00:52:39.625 --> 00:52:40.284
let's say you're a clinic

00:52:40.304 --> 00:52:41.405
with five therapists.

00:52:42.519 --> 00:52:44.260
Do you run marketing for the

00:52:44.300 --> 00:52:46.822
clinic or do you create celebrity PTs?

00:52:47.422 --> 00:52:48.143
Which is,

00:52:48.784 --> 00:52:50.644
I'm going to market this person

00:52:50.704 --> 00:52:51.585
and this personality.

00:52:51.844 --> 00:52:54.067
Because if the farmer comes to this person,

00:52:54.447 --> 00:52:55.947
they're going to get the wrong thing.

00:52:56.047 --> 00:52:56.949
It's a crappy fit.

00:52:57.009 --> 00:52:58.710
It's a waste of everyone's time, effort,

00:52:58.730 --> 00:52:59.090
and money.

00:52:59.610 --> 00:53:00.250
Versus,

00:53:00.630 --> 00:53:02.871
do you match the message to the provider?

00:53:02.972 --> 00:53:04.112
Because they're providing

00:53:04.532 --> 00:53:05.853
different things.

00:53:06.554 --> 00:53:07.414
I don't know, but...

00:53:08.094 --> 00:53:08.735
it feels like the

00:53:08.775 --> 00:53:10.077
mandalorian this is the way

00:53:10.117 --> 00:53:11.036
or this should be the way

00:53:11.277 --> 00:53:12.338
but it's not I don't see it

00:53:12.358 --> 00:53:13.179
a lot I'm not saying people

00:53:13.219 --> 00:53:14.179
aren't doing it if you're

00:53:14.219 --> 00:53:15.300
doing it I'd love to see it

00:53:15.340 --> 00:53:16.601
in your clinic I would love

00:53:17.202 --> 00:53:18.222
I do this a lot which is

00:53:18.242 --> 00:53:18.862
like I share like

00:53:18.922 --> 00:53:20.324
advertising examples with

00:53:20.364 --> 00:53:22.146
you and I think I shared

00:53:22.286 --> 00:53:23.067
and we're going forward

00:53:23.106 --> 00:53:23.987
with something at

00:53:24.027 --> 00:53:24.927
vestibular first in the

00:53:24.947 --> 00:53:25.648
next couple months

00:53:26.597 --> 00:53:28.579
where we're stealing an ad

00:53:28.599 --> 00:53:29.920
campaign from like, twenty,

00:53:29.960 --> 00:53:30.902
twenty-five years ago,

00:53:31.222 --> 00:53:32.123
and we're just ripping it

00:53:32.202 --> 00:53:34.224
off and parodying the hell out of it,

00:53:34.284 --> 00:53:34.545
right?

00:53:34.844 --> 00:53:35.965
I'm dusting off this old

00:53:35.985 --> 00:53:37.027
thing and doing it new again.

00:53:37.327 --> 00:53:38.027
So I like looking at

00:53:38.068 --> 00:53:39.550
advertising campaigns and like, hey,

00:53:39.690 --> 00:53:41.311
what element can I steal from this?

00:53:41.652 --> 00:53:42.612
And running it by you guys.

00:53:43.032 --> 00:53:44.793
I would love if we did an episode of

00:53:45.534 --> 00:53:46.996
clinic actually sharing

00:53:47.016 --> 00:53:48.255
their marketing and being

00:53:48.295 --> 00:53:49.476
like this has worked well

00:53:49.516 --> 00:53:50.717
for us or this flopped or

00:53:50.737 --> 00:53:52.398
how do we fix this and I

00:53:52.418 --> 00:53:53.438
would do it without like

00:53:53.458 --> 00:53:54.498
I'm not gonna tank on

00:53:54.579 --> 00:53:55.818
someone because I think if

00:53:55.838 --> 00:53:56.518
you're trying and you're

00:53:56.539 --> 00:53:57.539
willing to share something

00:53:57.559 --> 00:53:59.239
with us for real like that

00:53:59.260 --> 00:54:00.440
shows like you're trying

00:54:00.721 --> 00:54:02.362
and I'm not saying I'm an

00:54:02.422 --> 00:54:03.402
expert but I'd be willing

00:54:03.442 --> 00:54:04.943
to like group think man

00:54:05.003 --> 00:54:06.202
like could we help someone

00:54:06.903 --> 00:54:08.184
by a copy change or an

00:54:08.244 --> 00:54:09.545
image change or a strategy

00:54:09.585 --> 00:54:11.005
change that can go a long

00:54:11.065 --> 00:54:12.965
way that can that's worth a lot of money

00:54:14.085 --> 00:54:15.764
Yeah, I think most therapy clinics,

00:54:15.945 --> 00:54:17.286
most practices will

00:54:17.885 --> 00:54:19.306
advertise like this is our

00:54:19.346 --> 00:54:20.867
practice and it is what it is.

00:54:20.927 --> 00:54:23.507
I think now more with Instagram and TikTok,

00:54:23.547 --> 00:54:26.188
there are... I can't think of any offhand,

00:54:26.208 --> 00:54:26.987
but there are more

00:54:27.027 --> 00:54:28.007
practices that I've seen

00:54:28.507 --> 00:54:29.668
where they're doing more

00:54:30.068 --> 00:54:31.449
video content for their

00:54:31.489 --> 00:54:32.409
individual therapists.

00:54:32.489 --> 00:54:33.148
And then it's like they're

00:54:33.168 --> 00:54:34.188
asking them questions or

00:54:34.710 --> 00:54:35.650
they're saying like, I don't know,

00:54:35.690 --> 00:54:35.829
like...

00:54:36.869 --> 00:54:37.670
not just the types of

00:54:37.750 --> 00:54:38.489
patients and clients and

00:54:38.510 --> 00:54:40.090
diagnosis that they evaluate and treat,

00:54:40.110 --> 00:54:42.271
but also like more about the person,

00:54:42.331 --> 00:54:43.231
like where they went to school,

00:54:43.371 --> 00:54:44.172
the activities they like to

00:54:44.192 --> 00:54:45.711
do outside of the practice.

00:54:45.751 --> 00:54:47.192
Like I think some of the

00:54:47.391 --> 00:54:48.733
public likes that type of

00:54:48.753 --> 00:54:49.492
stuff and they can kind of

00:54:49.932 --> 00:54:52.293
learn and kind of see this therapist,

00:54:52.612 --> 00:54:53.534
how they carry themselves,

00:54:53.574 --> 00:54:55.054
how they kind of talk, their tonality,

00:54:55.094 --> 00:54:55.494
all that.

00:54:56.253 --> 00:54:57.574
And then that I think can

00:54:57.634 --> 00:54:58.574
help attract certain

00:54:58.614 --> 00:54:59.255
patients where they're

00:54:59.275 --> 00:55:00.414
going to call in and

00:55:00.554 --> 00:55:01.456
And they're going to say, hey,

00:55:02.175 --> 00:55:05.016
I saw Jimmy on your

00:55:05.056 --> 00:55:06.818
Instagram or I saw Tony on your TikTok,

00:55:06.838 --> 00:55:07.119
whatever.

00:55:07.739 --> 00:55:09.820
And I really like them.

00:55:10.420 --> 00:55:11.460
Can I schedule with them?

00:55:11.981 --> 00:55:13.362
And I agree, Jimmy.

00:55:13.942 --> 00:55:15.762
I think it's completely underrated.

00:55:16.103 --> 00:55:19.105
No practices are making their therapist,

00:55:19.405 --> 00:55:22.226
don't you say celebrities or the star?

00:55:22.246 --> 00:55:22.646
Celebrity PT.

00:55:22.786 --> 00:55:23.807
Yeah.

00:55:25.050 --> 00:55:25.710
For the record,

00:55:25.771 --> 00:55:29.333
celebritypc.com is still

00:55:29.353 --> 00:55:30.614
available on GoDaddy,

00:55:30.635 --> 00:55:33.396
whoever takes that project on.

00:55:33.856 --> 00:55:35.318
Let's pretend we're Chris

00:55:35.338 --> 00:55:36.679
Corner on The Corner Office,

00:55:36.739 --> 00:55:37.259
and he's got a great

00:55:37.298 --> 00:55:38.659
podcast where he essentially is like,

00:55:38.719 --> 00:55:40.021
here's a thread.

00:55:40.240 --> 00:55:41.402
How do we trim this into a business?

00:55:41.541 --> 00:55:42.722
And the guy also does it.

00:55:42.862 --> 00:55:45.324
If he's not lying, what he says is true.

00:55:45.344 --> 00:55:47.987
He puts his money where his mouth is.

00:55:48.367 --> 00:55:49.527
So if you were going to do that,

00:55:50.512 --> 00:55:51.391
If you're out there and you're like,

00:55:51.411 --> 00:55:51.952
I own a clinic.

00:55:52.112 --> 00:55:54.052
Yeah, instead of marketing the clinic,

00:55:54.293 --> 00:55:56.813
I'm gonna market Tony and Dave and Jimmy.

00:55:57.793 --> 00:55:58.454
How do I do that?

00:55:58.693 --> 00:56:01.333
So is the business, we create the template,

00:56:01.375 --> 00:56:03.074
the blueprint, we show you how to do it.

00:56:04.054 --> 00:56:04.914
Is this the thing that I was

00:56:04.974 --> 00:56:06.856
pitching you guys the other day, which is,

00:56:07.356 --> 00:56:08.536
I just did a thing for AOMT

00:56:08.556 --> 00:56:09.215
at their conference.

00:56:09.315 --> 00:56:10.896
I went there for two days, I recorded like,

00:56:10.956 --> 00:56:12.297
seventeen or eighteen episodes.

00:56:12.317 --> 00:56:14.478
That's enough content for them for months,

00:56:14.858 --> 00:56:15.838
and they paid me for that.

00:56:16.657 --> 00:56:18.438
But a clinician or a clinic

00:56:18.458 --> 00:56:19.139
is probably not going to be

00:56:19.159 --> 00:56:20.360
able to afford me to fly

00:56:20.380 --> 00:56:21.199
there with a videographer

00:56:21.219 --> 00:56:22.380
and then do all that after work.

00:56:22.521 --> 00:56:24.461
But what if I could set it up at CSM,

00:56:24.981 --> 00:56:26.342
fly in a day or two early,

00:56:26.802 --> 00:56:27.963
and then run people like, okay,

00:56:27.983 --> 00:56:29.063
you get a two hour block.

00:56:29.103 --> 00:56:30.965
And when you're done, we can show you,

00:56:31.005 --> 00:56:33.346
we can essentially market your one PT.

00:56:33.385 --> 00:56:34.047
We're going to give you

00:56:34.086 --> 00:56:35.768
enough assets to walk away

00:56:36.148 --> 00:56:37.208
and show you how to do it.

00:56:37.487 --> 00:56:38.809
So you're providing some work,

00:56:39.088 --> 00:56:40.550
the photography, the videography,

00:56:40.590 --> 00:56:42.510
the editing, but then also the strategy,

00:56:42.530 --> 00:56:43.050
which is like, okay,

00:56:43.090 --> 00:56:44.552
now here's how you use these tools.

00:56:44.972 --> 00:56:46.472
Is that something a clinic might...

00:56:46.512 --> 00:56:48.735
pay twenty five hundred

00:56:48.815 --> 00:56:50.878
twenty two grand for a

00:56:50.998 --> 00:56:51.898
session that you'll be able

00:56:51.938 --> 00:56:53.320
to have assets to use for a

00:56:53.380 --> 00:56:54.340
year or as long as that

00:56:54.360 --> 00:56:56.784
clinicians their photo shoot, video shoot,

00:56:56.923 --> 00:56:58.786
you know, things like that.

00:56:59.085 --> 00:56:59.565
It's long.

00:56:59.606 --> 00:57:01.367
So me, I'm a practice owner.

00:57:01.427 --> 00:57:01.588
Sorry,

00:57:01.608 --> 00:57:02.710
there's a car driving by and I'm out

00:57:02.769 --> 00:57:03.670
here on a truck.

00:57:03.731 --> 00:57:06.092
Cars out there with log cabins.

00:57:06.152 --> 00:57:06.253
OK.

00:57:07.474 --> 00:57:08.996
There is some paved pavement,

00:57:09.036 --> 00:57:11.601
but each direction there is gravel roads.

00:57:11.621 --> 00:57:11.740
Got it.

00:57:11.760 --> 00:57:13.583
We're way out.

00:57:13.784 --> 00:57:14.766
The fact that I have Wi-Fi

00:57:14.786 --> 00:57:15.527
here is incredible.

00:57:16.088 --> 00:57:16.690
We'll make sure the hamster

00:57:16.710 --> 00:57:17.351
doesn't stop running.

00:57:18.128 --> 00:57:19.871
Sidebar, I had bugs on my neck.

00:57:20.010 --> 00:57:20.931
I got rained on earlier.

00:57:21.172 --> 00:57:22.052
You guys didn't even say anything.

00:57:22.112 --> 00:57:22.532
I got rained.

00:57:22.552 --> 00:57:23.012
Did you see?

00:57:23.072 --> 00:57:24.054
I got rained on and I moved.

00:57:27.836 --> 00:57:29.838
So for this offering, yes.

00:57:30.298 --> 00:57:31.661
If you're saying for me as a

00:57:31.701 --> 00:57:32.460
practice owner, Jimmy,

00:57:32.601 --> 00:57:34.382
you're going to give me deliverables,

00:57:34.583 --> 00:57:36.585
like assets, digital assets,

00:57:36.804 --> 00:57:37.905
and you're going to send

00:57:37.925 --> 00:57:39.126
them to me in Google Drive

00:57:39.146 --> 00:57:39.806
and I don't have to lift a

00:57:39.827 --> 00:57:40.708
finger at all other than

00:57:40.748 --> 00:57:42.188
just myself or...

00:57:42.909 --> 00:57:43.833
marketing person just post

00:57:43.853 --> 00:57:45.376
them to social media all day.

00:57:45.898 --> 00:57:46.199
In fact,

00:57:46.239 --> 00:57:48.786
like I literally would pay this to

00:57:48.826 --> 00:57:50.188
be like one of the owners.

00:57:50.228 --> 00:57:50.650
Absolutely.

00:57:52.199 --> 00:57:53.480
I want to try it at CSM.

00:57:53.599 --> 00:57:54.199
I mean, I don't know.

00:57:54.460 --> 00:57:56.762
Do I need like five before I invest?

00:57:56.782 --> 00:57:57.702
Because I got to fly a day early.

00:57:57.722 --> 00:57:58.764
I got to fly in a photographer,

00:57:58.784 --> 00:58:00.025
videographer that I do afterwards.

00:58:00.425 --> 00:58:01.905
I'm looking for five people, I think,

00:58:01.945 --> 00:58:03.266
just to do this as a beta test.

00:58:03.827 --> 00:58:05.407
And then could I be like six

00:58:05.447 --> 00:58:05.849
months from now?

00:58:05.869 --> 00:58:07.230
Like I'm coming to Chicago.

00:58:07.489 --> 00:58:09.130
We're doing this for a three-day weekend.

00:58:09.630 --> 00:58:10.572
Book your slot now.

00:58:10.612 --> 00:58:11.893
It's two hours, yada, yada,

00:58:11.952 --> 00:58:13.134
and bring in a small team.

00:58:13.574 --> 00:58:14.233
And this way you get to

00:58:14.295 --> 00:58:16.056
leverage scale instead of

00:58:16.096 --> 00:58:17.936
just like I'm coming to the

00:58:17.996 --> 00:58:19.117
city just to work with Dave.

00:58:20.572 --> 00:58:20.992
I think,

00:58:21.333 --> 00:58:22.653
and I know we're running out of time,

00:58:22.693 --> 00:58:24.896
Chris Doe, the future podcast,

00:58:25.416 --> 00:58:26.717
he kind of talks about a

00:58:26.858 --> 00:58:28.159
little bit something like this,

00:58:28.199 --> 00:58:30.221
like what does Nike spend

00:58:31.001 --> 00:58:33.963
on a logo versus what is my

00:58:34.023 --> 00:58:35.925
mom who's going to open a

00:58:36.005 --> 00:58:38.708
seamstress service out of

00:58:38.728 --> 00:58:40.590
her garage spend on a logo?

00:58:41.911 --> 00:58:44.373
If you're talking about a small,

00:58:44.432 --> 00:58:45.994
single owner operator who

00:58:46.034 --> 00:58:47.034
doesn't need to grow,

00:58:47.195 --> 00:58:48.295
isn't going to hire staff,

00:58:48.376 --> 00:58:49.376
isn't going to do anything,

00:58:49.896 --> 00:58:50.677
they're never going to pay

00:58:50.697 --> 00:58:51.577
for something like this.

00:58:52.057 --> 00:58:53.179
But if you're talking about

00:58:53.278 --> 00:58:54.659
kind of an ambitious,

00:58:55.199 --> 00:58:59.322
new in entrepreneurship, growing a clinic,

00:58:59.342 --> 00:59:00.364
growing a business,

00:59:00.463 --> 00:59:01.844
planning on going from

00:59:02.304 --> 00:59:03.344
a hundred thousand to a

00:59:03.403 --> 00:59:04.585
million to ten million,

00:59:05.144 --> 00:59:05.985
they're going to put the

00:59:06.025 --> 00:59:07.465
money into something like this.

00:59:07.505 --> 00:59:11.186
So it's finding that slice of the pie.

00:59:11.367 --> 00:59:12.927
I know guys that are running, you know,

00:59:13.027 --> 00:59:14.668
sixteen clinic locations.

00:59:15.409 --> 00:59:16.769
They don't see the value in

00:59:16.809 --> 00:59:17.809
it because they already

00:59:17.869 --> 00:59:19.369
have everything that they need.

00:59:19.391 --> 00:59:20.391
They're past the tipping point.

00:59:20.938 --> 00:59:21.338
Yeah.

00:59:21.418 --> 00:59:23.500
So it's finding that kind of

00:59:24.001 --> 00:59:25.440
I'm going to use the word young,

00:59:25.501 --> 00:59:28.742
not as age, but as new newer in business.

00:59:28.762 --> 00:59:30.063
Life's like that young,

00:59:30.184 --> 00:59:33.045
hungry growth mindset entrepreneur.

00:59:33.505 --> 00:59:34.246
They're the ones that are

00:59:34.266 --> 00:59:35.306
going to put the money into

00:59:35.367 --> 00:59:36.626
it because they know that's

00:59:36.648 --> 00:59:37.168
what they need.

00:59:37.938 --> 00:59:38.338
Scott said,

00:59:38.619 --> 00:59:40.099
set up a booth at CMS and do it.

00:59:40.219 --> 00:59:41.139
If you build it, they will come.

00:59:41.621 --> 00:59:42.820
I would say not a booth

00:59:43.061 --> 00:59:44.161
because I don't really need

00:59:44.222 --> 00:59:44.902
traffic there.

00:59:45.023 --> 00:59:47.103
I would rent a dope Airbnb

00:59:47.644 --> 00:59:48.764
because I'm going to sleep there.

00:59:49.686 --> 00:59:50.606
But during the day,

00:59:50.686 --> 00:59:51.527
I'm going to be able to use

00:59:51.567 --> 00:59:52.827
the cool Airbnb as the

00:59:52.887 --> 00:59:54.148
backdrop because that's all

00:59:54.168 --> 00:59:54.829
I'm worried about.

00:59:54.909 --> 00:59:57.010
I want them to maybe show

00:59:57.030 --> 00:59:57.751
off some treatment,

00:59:57.791 --> 00:59:58.552
but I don't need to be in a

00:59:58.592 --> 01:00:00.172
clinic to do that.

01:00:01.012 --> 01:00:01.853
We'll do it outside.

01:00:01.893 --> 01:00:03.034
I want some walk and talk

01:00:03.074 --> 01:00:04.976
video that you can just use

01:00:05.036 --> 01:00:05.876
as B-roll later.

01:00:05.976 --> 01:00:07.498
And then I'll pass off the editing.

01:00:07.958 --> 01:00:08.958
to someone who's better at

01:00:08.980 --> 01:00:10.201
it than me that's going to

01:00:10.240 --> 01:00:11.181
get it cost effective.

01:00:11.262 --> 01:00:12.143
Chewy says yes.

01:00:12.403 --> 01:00:14.266
I have no idea what Chewy is saying yes to,

01:00:14.567 --> 01:00:15.668
but I agree with you, Chewy.

01:00:15.708 --> 01:00:16.929
The answer is always... Please expand.

01:00:17.411 --> 01:00:19.554
Please elaborate on your yes.

01:00:19.574 --> 01:00:20.835
All right, we're at the hour mark.

01:00:21.175 --> 01:00:22.538
I do want to piggyback this

01:00:22.697 --> 01:00:23.619
one last question,

01:00:23.858 --> 01:00:25.340
and I put it in our Facebook group.

01:00:25.862 --> 01:00:27.682
And I've never seen a poll

01:00:27.724 --> 01:00:30.284
go one hundred percent yes

01:00:30.326 --> 01:00:31.365
with more than twenty votes.

01:00:31.626 --> 01:00:32.547
And the question was,

01:00:32.907 --> 01:00:34.208
should Tony and Dave fly to

01:00:34.248 --> 01:00:35.849
CSM in Houston in February?

01:00:36.090 --> 01:00:37.570
And we do this podcast live

01:00:37.731 --> 01:00:40.172
every morning from somewhere at CSM,

01:00:40.213 --> 01:00:41.293
like college game day.

01:00:41.434 --> 01:00:43.396
And one hundred percent of

01:00:43.436 --> 01:00:44.777
people said yes.

01:00:45.157 --> 01:00:46.237
So my question is,

01:00:46.557 --> 01:00:47.619
what type of boots are you

01:00:47.639 --> 01:00:49.380
wearing in Houston?

01:00:49.420 --> 01:00:50.820
What type of what boots?

01:00:51.242 --> 01:00:52.001
Yeah, Houston, man.

01:00:52.121 --> 01:00:52.802
It's all that country.

01:00:54.215 --> 01:00:54.896
I was going to say that's

01:00:54.916 --> 01:00:56.137
what Chewy's saying yes to.

01:00:56.157 --> 01:00:56.376
Okay.

01:00:56.556 --> 01:00:58.057
Everybody's saying yes.

01:00:58.137 --> 01:00:58.539
I don't know.

01:00:58.559 --> 01:01:01.641
I'll have to see.

01:01:01.661 --> 01:01:02.882
This is not even planned.

01:01:03.021 --> 01:01:03.702
I love this.

01:01:03.822 --> 01:01:04.483
Just yes.

01:01:04.702 --> 01:01:05.103
Yes.

01:01:05.384 --> 01:01:05.764
Yes.

01:01:07.005 --> 01:01:07.806
And then we'll do a bar

01:01:07.826 --> 01:01:08.686
night and then we'll do it.

01:01:08.746 --> 01:01:10.047
Then we can do the show after, you know,

01:01:10.068 --> 01:01:11.027
then we do a happy hour.

01:01:11.128 --> 01:01:11.369
Right.

01:01:11.469 --> 01:01:11.748
I don't know.

01:01:11.969 --> 01:01:12.590
I'm just throwing out there.

01:01:12.869 --> 01:01:14.010
Parting shots as you guys

01:01:14.050 --> 01:01:16.713
digest a trip to Houston and cowboy hats.

01:01:17.012 --> 01:01:17.454
Keep going.

01:01:17.474 --> 01:01:17.773
All right.

01:01:17.793 --> 01:01:18.875
Who's got their parting shot first?

01:01:19.891 --> 01:01:20.632
I'll go first.

01:01:20.873 --> 01:01:22.313
I just want to say, you know,

01:01:22.514 --> 01:01:25.255
I would love to be there in Houston.

01:01:25.355 --> 01:01:27.956
There's lots of opportunity out there.

01:01:28.476 --> 01:01:29.657
I will do my best to see if

01:01:29.697 --> 01:01:30.197
I can get there.

01:01:32.259 --> 01:01:33.858
parting shot with the whole

01:01:33.898 --> 01:01:35.619
thing about motivation and

01:01:36.179 --> 01:01:38.059
patient like Starting

01:01:38.099 --> 01:01:38.920
blocks is like you have to

01:01:38.940 --> 01:01:39.681
understand your ideal

01:01:39.721 --> 01:01:41.081
patient or client and if

01:01:41.101 --> 01:01:42.400
you don't like maybe you

01:01:42.481 --> 01:01:43.581
haven't had enough reps or

01:01:43.661 --> 01:01:47.081
you haven't Niche that I'm

01:01:47.101 --> 01:01:48.123
not saying niche down per

01:01:48.163 --> 01:01:49.262
se but like you have to

01:01:49.282 --> 01:01:50.202
know your ideal client what

01:01:50.222 --> 01:01:51.382
they love what they don't

01:01:51.443 --> 01:01:53.063
like What are they looking

01:01:53.103 --> 01:01:54.804
for and all that I think

01:01:54.844 --> 01:01:56.463
can convey like your

01:01:56.523 --> 01:01:57.565
experience over the phone

01:01:57.744 --> 01:01:59.065
your first visit all that

01:01:59.565 --> 01:02:01.746
Uh, so if you don't know your ideal client,

01:02:01.766 --> 01:02:03.326
like you have to kind of figure it out.

01:02:04.487 --> 01:02:06.086
This is me giving other people grace.

01:02:06.367 --> 01:02:07.608
Your job is not to motivate

01:02:07.628 --> 01:02:08.708
someone to do anything or

01:02:08.748 --> 01:02:10.389
feel something or,

01:02:11.068 --> 01:02:11.989
or any of those things.

01:02:12.150 --> 01:02:13.429
Move the goalposts closer

01:02:13.570 --> 01:02:14.831
and understand that your

01:02:14.871 --> 01:02:16.570
job first and foremost is

01:02:16.610 --> 01:02:17.652
to achieve understanding.

01:02:18.132 --> 01:02:19.512
I know you want the outcome.

01:02:20.152 --> 01:02:21.393
I know you want the end result,

01:02:21.652 --> 01:02:22.632
but you got to dial it back.

01:02:22.932 --> 01:02:23.914
Complete the first task.

01:02:24.614 --> 01:02:26.155
Does this person understand

01:02:26.335 --> 01:02:27.215
why lifting the three-pound

01:02:27.255 --> 01:02:29.576
weight will help them bale hay, right?

01:02:29.936 --> 01:02:31.777
So your job first is

01:02:31.817 --> 01:02:32.998
actually a communication goal.

01:02:33.338 --> 01:02:34.838
Achieve understanding.

01:02:35.039 --> 01:02:36.318
The other things then have a

01:02:36.418 --> 01:02:37.739
chance to come,

01:02:38.039 --> 01:02:39.960
but you cannot will someone

01:02:40.001 --> 01:02:41.800
into existence of wanting

01:02:41.820 --> 01:02:42.561
to do the things that you

01:02:42.581 --> 01:02:44.001
want them to do unless they

01:02:44.081 --> 01:02:45.663
understand first.

01:02:45.682 --> 01:02:46.523
So your first and foremost

01:02:46.583 --> 01:02:47.583
job is achieve understanding.

01:02:47.864 --> 01:02:48.985
We'll be back on Tuesday,

01:02:49.744 --> 01:02:50.605
and then we'll plot out

01:02:50.664 --> 01:02:52.106
where we're doing the live

01:02:52.126 --> 01:02:53.387
show from Houston at CSM.

01:02:53.586 --> 01:02:53.847
Maybe.

01:02:53.927 --> 01:02:54.467
I'm working on them.

01:02:54.606 --> 01:02:55.588
I'm working on these guys to

01:02:55.628 --> 01:02:56.248
see if they're... Wait,

01:02:56.288 --> 01:02:57.608
how many CSMs have you guys been to?

01:02:57.748 --> 01:02:58.710
I think Tony said zero.

01:02:59.269 --> 01:02:59.690
Zero.

01:02:59.869 --> 01:03:00.429
Wow.

01:03:00.771 --> 01:03:01.791
Be first-timers.

01:03:02.090 --> 01:03:03.572
Could I convert these people?

01:03:04.052 --> 01:03:05.693
Maybe share your experiences with CSM.

01:03:05.753 --> 01:03:06.574
Maybe that'll convince them.

01:03:06.853 --> 01:03:07.893
We'll see you guys on Tuesday.

01:03:08.014 --> 01:03:10.735
Subscribe, like, read, share, vote.

01:03:11.195 --> 01:03:11.615
The whole nine.

01:03:11.735 --> 01:03:11.996
Oh, yeah.

01:03:12.016 --> 01:03:12.215
Don't...