LinkedIn Networking: What NOT to Do

WEBVTT

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again.

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Happy Tuesday to you on Breakfast Club PT.

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That's Tony, that's frozen Dave,

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and I'm Jimmy.

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Not necessarily, I'm thawed out,

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he's frozen.

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Today we're gonna get into

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how not to network on LinkedIn.

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Are we actually going to

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talk about the Hawk to a girl?

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I mean, maybe we will.

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And also some different

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ideas that clinicians can

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use in terms of maybe

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marketing a product or how they,

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we'll call it this,

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how they can yes and

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themselves to pieces of

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equipment in the world.

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Tony, how are you doing, man?

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I'm doing amazing.

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So I love your new background.

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What's going on?

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I am on the road.

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I am in the great Keystone

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State of Pennsylvania today.

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I'm working with an

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organization called Vestibular First,

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and they are based in Pennsylvania.

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I am not based in Pennsylvania,

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but for the first week,

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I'm sort of neck deep in vestibular stuff,

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quite literally neck deep.

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This is a notaconia,

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in case you're wondering.

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This is a nice little fidget

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toy that they gave me,

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and they saw me coming from a mile away.

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I've been fidgeting with

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this for the last 24 hours.

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So it's a nice little, like, paperweight,

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but it's a real, like...

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you know, from an MRI,

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this is what these are in your head.

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You got rocks in your head, Tony.

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That's what these are.

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So, you know,

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I'm a Penn state grad myself

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under Nittany lions.

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Yeah.

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Um, I spent, I don't know how long,

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not long enough in a university park.

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So I love Pennsylvania.

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So, yeah, we're near Philly.

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Happy Valley.

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That's like in the dead

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center of the state, though, right?

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Yeah, yeah.

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Well, I started at Abington Oguns,

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just north of Philly.

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I lived over the bridge in Pennsylvania,

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Cherry Hill.

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I think I did a semester

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there and then transferred

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to University Park.

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So...

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Cool.

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All right, let's start with this.

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I think I was sending you screenshots,

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you and Dave,

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who's trying to join back up now.

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I was sending you

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screenshots while this sort

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of interaction was going on.

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And I'm happy to share my

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screen to show everything

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that was going on, except the problem is,

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I guess this person who I

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had an interaction with,

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and I'm gonna show you how

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not to network on LinkedIn,

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decided to delete everything.

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So I guess you can, that's a feature.

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It's like you say something

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bad on LinkedIn,

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You can actually just go and delete it,

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and these things will not

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show up anymore.

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So this guy, his name was Chris.

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Hang on,

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because I did take some

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screenshots of this guy.

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His name was Chris McCallum.

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And essentially,

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he slid into my DMs on a – sorry,

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Chris Kellert, C-E-L-L-E-R-T.

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Now, for background,

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I've never interacted with

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this guy before, never heard of this guy.

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I have no idea.

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I'm not connected with Chris

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Kellert in any way.

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And he slides into my DMs,

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which is we have not

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crossed into bad territory yet.

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Sending someone a direct message is fine.

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That's what the program is for, right?

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He does it on the Friday of

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July 4th weekend, which I'm like,

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all right, aggressive.

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But, you know,

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we got other things going on.

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But I happen to be sitting by the pool.

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So, hey, maybe it's a good strategy.

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And he immediately, the first thing is,

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the first message was,

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we are putting on an online conference.

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Your name came up as someone

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who we want to speak on online.

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how to network online the

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irony is thick here because

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the memorial by the end of

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this conversation you're

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going to realize he needs

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someone to teach him how to

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network online because this

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ain't it chris so he

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immediately says his

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pitches hey I need someone

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to teach a course it's an

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hour-long presentation um I

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say is there a wet like who

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are hi nice to see you who are you

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I see by your credentials, you're a PT,

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but like, you know,

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is there a website for this event or,

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and the moral of this

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lesson or the anti-lesson

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is super forward and aggressive.

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So it immediately goes to like,

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I want to get on the phone.

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Like I can't find your phone

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number on your website.

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Now keep in mind,

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I share my phone number a lot.

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But not on my website.

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I want random people who

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this person is until I

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understand who you are.

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Like, give me some context here, Chris.

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So now he's sort of like berating me.

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He's like, oh,

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Mr. Mr. Don't like to talk

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on the phone guy.

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And now I'm just like, at this point,

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it's over.

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But I'm sitting by my pool.

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And now you're a source of

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entertainment while I sip

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my vodka soda on July 4th weekend.

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And now he's explaining to

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me why this is bad business.

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So then I'm now going to

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give him a very free lesson.

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And I say in this Twitter, sorry, LinkedIn,

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this will be on our live

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stream on Tuesday.

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Feel free to tune in and you

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have an open invitation.

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I'll send you the link so

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you can be a guest to

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explain yourself or defend yourself.

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He explained that he was

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doing an online conference.

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It was happening in a month or two.

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It was $350 a ticket to which,

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what would Tony's next question be?

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What cut?

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Okay, great.

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Since I'm the Rolling Stones here,

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I'm the content.

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What cut am I getting?

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And he's like, that's not how this works.

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And I said, well, my friend, my friend,

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that is exactly how I work.

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So I don't know if we're going to.

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So the conversation essentially.

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And I've seen these before,

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but this was the reason

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this was a really recent one,

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really berating,

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essentially trying to push

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me into a corner like this

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opportunity is going to go

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away unless you take it right now.

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Again, the door was already closed.

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The guy was already a jerk

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and this was not happening.

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And he proceeded to explain

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to me what was his bad

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business and then hammered, hammered,

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hammered.

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And then he must have done

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something on on LinkedIn, because now,

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as you can see,

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everything that everything

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that's on the screen is

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like this message may

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contain unwanted or harmful content.

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So he like deleted everything.

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Wow.

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This me, I'm not one of your presenters.

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This was me responding to you.

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He's like, I need your phone number.

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And I'm like, right.

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I mean,

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I talked to every one of my

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presenters before to make

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sure we're on the same page.

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And I said, Chris, I want to be very,

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very clear.

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I am not one of your presenters.

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I'm a guy you messaged on LinkedIn.

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I don't work for you.

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So I figured we'd make this

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full circle and I'd explain to people.

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since Chris asked me to

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present on how to network online.

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I use this as an example of, okay,

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this is an example of how

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not to network online.

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Rule number one,

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Don't be a dick.

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Rule number two, see rule number one.

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Rule number three,

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maybe build a relationship

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first before you go

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pitching someone something.

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So Chris,

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thanks so much for the fuel for

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today's live stream.

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Again,

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I believe at one point he mentioned

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you can't mention my name.

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So that's Chris Gellert, G-E-L-L-E-R-T.

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So thanks, Chris.

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Feel free to drop me an

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email if you disagree with

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what I'm saying right now.

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I would love to hear your

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side of the story if I've

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somehow distorted it.

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But have you had

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interactions like this online?

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You must have.

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People pitch.

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It's a normal kind of place now.

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People pitch.

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Yeah, it's interesting.

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It's shockingly a low number, you know,

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and from my experience, I can recall one.

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I had shared a post.

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Now, this was before I got onto LinkedIn.

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This was on Facebook.

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I had said something in

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regards to physical therapist assistance,

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honestly doing everything.

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more work than many physical therapists.

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And I was saying how, you know,

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why aren't physical

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therapist assistants

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compensated higher than

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physical therapists?

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Well,

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obviously that's going to strike a

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chord with a lot of physical therapists.

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Sure.

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So somebody private messaged me, um,

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some rude comments about it.

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We engaged a little bit.

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I mean, it doesn't bother me.

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I, that's what I expect.

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Like somebody is going to say something,

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but then what happened,

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it got kind of weird.

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It turned into

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I did screenshot what they

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said because I just had a

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weird feeling about it.

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One of the big Facebook PT groups,

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one of the admin people from that said,

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hey, this person is saying you did this,

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which I didn't do.

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So I showed him the screenshots.

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I never showed anybody else

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the screenshots.

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I think he kicked that

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person out of the group.

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Anyway.

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Long story short,

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for as many engagements as I have,

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either direct engagements,

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people messaging me, email me,

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trying to call me,

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people that view my content

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across all of it.

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I do 5 million,

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6 million views on YouTube a year,

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lots of stuff on Facebook,

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now on LinkedIn.

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A shockingly small number.

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And usually I think these

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are individuals that either have,

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you know,

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some kind of I'm going to say

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mental cognitive, you know,

00:09:22.994 --> 00:09:25.576
they're I don't know the right word.

00:09:25.596 --> 00:09:26.557
I should know it.

00:09:26.618 --> 00:09:27.278
I can't think of it.

00:09:28.259 --> 00:09:29.059
They don't know etiquette.

00:09:30.760 --> 00:09:31.500
It's not that.

00:09:31.860 --> 00:09:34.383
I think there is physiologic,

00:09:34.702 --> 00:09:35.942
something going on in the brain.

00:09:35.962 --> 00:09:40.725
And so I just attribute it to that.

00:09:42.326 --> 00:09:43.267
They don't communicate the

00:09:43.287 --> 00:09:44.727
way other people communicate.

00:09:44.847 --> 00:09:45.908
Not neurotypical.

00:09:45.928 --> 00:09:46.729
I think that might be the

00:09:47.048 --> 00:09:47.970
word I'm looking for.

00:09:47.990 --> 00:09:50.990
And I'm just like, that's fine.

00:09:51.211 --> 00:09:51.792
Clearly,

00:09:52.052 --> 00:09:54.393
this person just doesn't have the

00:09:54.452 --> 00:09:55.533
skill set they need.

00:09:56.634 --> 00:09:57.774
Uh, but like you,

00:09:58.495 --> 00:09:59.655
I've had a couple of recent

00:09:59.696 --> 00:10:00.395
people that are like,

00:10:00.436 --> 00:10:01.236
let's get on a call.

00:10:01.277 --> 00:10:02.256
Let's call, let's talk.

00:10:02.277 --> 00:10:02.937
And I'm like, no,

00:10:03.118 --> 00:10:04.618
I am not getting on a call.

00:10:05.458 --> 00:10:07.759
I don't have the time to commit to a call.

00:10:08.240 --> 00:10:11.721
Now, thankfully, Dave joined clarity.fm.

00:10:12.081 --> 00:10:12.982
This is not a plug.

00:10:13.023 --> 00:10:14.163
I'm just saying it was a way

00:10:14.182 --> 00:10:15.964
for Dave to say, Hey,

00:10:16.043 --> 00:10:16.985
you want to talk to me?

00:10:17.024 --> 00:10:18.585
And I have no relationship to you.

00:10:19.086 --> 00:10:19.785
Here's the link.

00:10:19.885 --> 00:10:21.287
You can book a call and pay for it.

00:10:22.087 --> 00:10:23.609
And then once we've built trust,

00:10:23.629 --> 00:10:25.009
and I've got a lot of people like this,

00:10:25.149 --> 00:10:26.631
once they've paid for the call,

00:10:27.192 --> 00:10:28.354
then I'll talk to them 100

00:10:28.354 --> 00:10:30.034
times without them having to pay.

00:10:30.115 --> 00:10:32.076
But it is just that

00:10:32.216 --> 00:10:34.178
protection between me and

00:10:34.559 --> 00:10:35.880
the random person trying to

00:10:35.921 --> 00:10:36.621
get a hold of me.

00:10:37.241 --> 00:10:38.123
Yeah.

00:10:38.243 --> 00:10:40.284
Otherwise, it's a floodgate, right?

00:10:40.304 --> 00:10:41.885
I mean, because anybody can email you.

00:10:41.926 --> 00:10:42.687
If they've got your phone number,

00:10:42.706 --> 00:10:43.346
they can call you.

00:10:43.927 --> 00:10:46.029
The thing that makes me sad,

00:10:46.129 --> 00:10:48.091
and I'm glad you're sharing

00:10:48.150 --> 00:10:48.932
this segment because I

00:10:48.951 --> 00:10:49.753
think it's important for

00:10:49.793 --> 00:10:51.274
people to hear how we

00:10:51.333 --> 00:10:52.936
interact with these engagements.

00:10:53.751 --> 00:10:55.812
I don't want it to make people think, well,

00:10:55.832 --> 00:10:56.734
I'm not going to do social

00:10:56.774 --> 00:10:57.815
media or I'm not going to

00:10:57.835 --> 00:10:58.835
put content out there.

00:10:59.096 --> 00:10:59.416
You know,

00:10:59.995 --> 00:11:02.557
it is so far and few between and

00:11:02.597 --> 00:11:04.359
it pales in comparison to

00:11:04.379 --> 00:11:07.380
the number of positive contacts we get.

00:11:07.400 --> 00:11:08.761
The number of positive

00:11:08.822 --> 00:11:11.062
inbound messages that we

00:11:11.102 --> 00:11:14.385
get opens far more opportunities than,

00:11:14.405 --> 00:11:16.386
you know, something like this.

00:11:16.960 --> 00:11:17.821
What's the right way then?

00:11:17.980 --> 00:11:19.942
Let's take a positive out of the negative,

00:11:19.982 --> 00:11:20.143
right?

00:11:20.182 --> 00:11:21.745
What is a good way for

00:11:21.804 --> 00:11:25.908
someone to cold DM you and get you to say,

00:11:25.969 --> 00:11:26.629
huh, okay,

00:11:26.869 --> 00:11:28.370
I'll meet with this person or

00:11:28.390 --> 00:11:30.972
this sounds like it's done the right way,

00:11:31.033 --> 00:11:31.133
right?

00:11:31.153 --> 00:11:31.854
There's going to be a lot of

00:11:31.874 --> 00:11:32.495
different right ways.

00:11:32.855 --> 00:11:34.096
Let's see if we can bring Dave in.

00:11:34.115 --> 00:11:34.836
Dave, what do you think?

00:11:34.856 --> 00:11:36.378
All right.

00:11:36.398 --> 00:11:38.340
I think my Wi-Fi is stable

00:11:38.360 --> 00:11:39.140
enough now at this point.

00:11:39.160 --> 00:11:39.841
Can you hear me, guys?

00:11:40.481 --> 00:11:40.722
We can.

00:11:40.743 --> 00:11:41.062
We can.

00:11:42.345 --> 00:11:42.644
All right,

00:11:42.725 --> 00:11:44.726
so I kind of heard a little bit.

00:11:44.767 --> 00:11:45.687
I know behind the scenes,

00:11:45.706 --> 00:11:46.807
we're talking about this, Scott,

00:11:46.847 --> 00:11:47.589
and this interaction.

00:11:47.609 --> 00:11:49.549
A great idea to reach out to

00:11:49.590 --> 00:11:52.292
someone like Jimmy or Tony or myself.

00:11:52.351 --> 00:11:53.052
Here's an example.

00:11:53.111 --> 00:11:54.572
We'll say Tony, because Tony, you know,

00:11:54.614 --> 00:11:55.033
posting.

00:11:55.254 --> 00:11:55.354
Well,

00:11:55.374 --> 00:11:56.774
Jimmy posts a lot of stuff on as well.

00:11:56.794 --> 00:11:57.956
We'll say Tony.

00:12:01.979 --> 00:12:02.359
Today.

00:12:03.038 --> 00:12:05.941
I had a profile.

00:12:05.961 --> 00:12:07.341
I had a look and repost.

00:12:07.802 --> 00:12:08.342
And you start.

00:12:09.222 --> 00:12:10.203
You recently mentioned.

00:12:10.224 --> 00:12:11.205
Yeah.

00:12:12.080 --> 00:12:12.740
All right.

00:12:13.880 --> 00:12:14.260
Whatever.

00:12:15.381 --> 00:12:17.643
I'm going to pull you out

00:12:17.682 --> 00:12:18.263
just because we're getting

00:12:18.283 --> 00:12:18.863
every fifth word,

00:12:18.903 --> 00:12:20.063
but I think we're getting the gist,

00:12:20.144 --> 00:12:22.144
which is one of the gists I

00:12:22.184 --> 00:12:22.924
think we were getting there

00:12:22.965 --> 00:12:23.865
was Dave was saying,

00:12:25.485 --> 00:12:26.506
reacting to something you

00:12:26.547 --> 00:12:27.287
honestly shared.

00:12:27.626 --> 00:12:29.168
So this would be like, hey, Tony,

00:12:29.368 --> 00:12:30.687
saw you had a comment about this.

00:12:31.369 --> 00:12:32.428
You know, my thoughts are with this.

00:12:32.708 --> 00:12:34.830
How can I start a conversation about that?

00:12:34.950 --> 00:12:36.291
Dave, are you better now or what?

00:12:37.775 --> 00:12:38.515
Yeah, my apologies.

00:12:38.535 --> 00:12:40.437
I don't know if you're

00:12:40.577 --> 00:12:42.538
hearing only every fifth word.

00:12:42.558 --> 00:12:44.600
I mean, I don't know.

00:12:44.799 --> 00:12:46.000
Right now we hear you perfect.

00:12:46.100 --> 00:12:47.261
It's as soon as you started

00:12:47.302 --> 00:12:49.702
to share the best part you've cut out.

00:12:50.163 --> 00:12:51.104
Go ahead, say it again.

00:12:51.144 --> 00:12:51.985
You mentioned Luna.

00:12:53.065 --> 00:12:56.427
Okay, so I follow Tony Meritato.

00:12:56.548 --> 00:12:57.727
I see every symposis as

00:12:57.748 --> 00:12:59.528
something about Luna with

00:12:59.629 --> 00:13:01.791
risk and private practice

00:13:01.811 --> 00:13:04.371
versus decreasing risk.

00:13:04.413 --> 00:13:06.394
And I could true patient through Luna,

00:13:06.413 --> 00:13:06.693
whatever.

00:13:07.500 --> 00:13:08.402
If I'm trying to message

00:13:08.442 --> 00:13:10.083
Tony about anything, I say, hey,

00:13:10.144 --> 00:13:11.945
I see your practice owner in Ohio.

00:13:12.346 --> 00:13:14.206
I saw this recent post.

00:13:14.488 --> 00:13:16.068
This caught my attention, my eye,

00:13:16.409 --> 00:13:18.751
because of this reason or

00:13:18.792 --> 00:13:19.471
because I have a mobile

00:13:19.491 --> 00:13:20.293
practice or because I'm

00:13:20.352 --> 00:13:21.274
going into a mobile

00:13:21.293 --> 00:13:23.615
practice or because I don't like Luna.

00:13:23.735 --> 00:13:25.097
But I see that you're saying

00:13:25.138 --> 00:13:26.038
something nice about Luna.

00:13:26.078 --> 00:13:28.260
So I'm reaching because I'm

00:13:28.280 --> 00:13:29.461
seeing this thing that you posted.

00:13:29.989 --> 00:13:31.490
And I either disagree or we

00:13:31.530 --> 00:13:33.212
have some common sentiment or whatever.

00:13:33.533 --> 00:13:35.775
And then first you start a conversation.

00:13:36.015 --> 00:13:37.898
But then you can't just be like, hey, Tony,

00:13:38.198 --> 00:13:38.499
you know,

00:13:38.859 --> 00:13:40.081
can I get a free ticket to your

00:13:40.120 --> 00:13:40.902
Learn Medicare billing

00:13:40.942 --> 00:13:44.024
course and also a free

00:13:44.065 --> 00:13:45.246
phone call or something like that?

00:13:45.884 --> 00:13:46.966
Right.

00:13:47.006 --> 00:13:47.488
Yeah.

00:13:47.927 --> 00:13:49.730
He jumped right to I'm already presenting.

00:13:50.091 --> 00:13:51.835
He's got my topic lined up.

00:13:51.875 --> 00:13:52.696
And I was like, my man,

00:13:53.197 --> 00:13:55.821
you skipped the first date,

00:13:55.981 --> 00:13:57.043
the first 50 days.

00:13:57.884 --> 00:13:59.206
You skipped to mid-marriage.

00:13:59.267 --> 00:14:00.349
I don't know where you're going with this.

00:14:00.865 --> 00:14:01.024
Well,

00:14:01.044 --> 00:14:03.025
the funny thing you talking about dating,

00:14:03.066 --> 00:14:04.847
there is a hilarious commercial.

00:14:04.868 --> 00:14:06.087
I don't even remember if

00:14:06.148 --> 00:14:07.528
it's online or on TV.

00:14:07.990 --> 00:14:09.551
My wife cracks up every time

00:14:09.591 --> 00:14:11.072
where it's this woman,

00:14:11.331 --> 00:14:12.793
it's a car commercial where

00:14:12.812 --> 00:14:15.394
the car can pull up autonomously.

00:14:16.115 --> 00:14:16.355
Anyway,

00:14:16.394 --> 00:14:17.836
this woman's going on a blind date.

00:14:17.875 --> 00:14:19.076
And the first thing the guy does,

00:14:19.135 --> 00:14:20.136
he pulls out his phone and

00:14:20.177 --> 00:14:22.177
he's showing him selfie pictures of him,

00:14:22.597 --> 00:14:22.878
you know,

00:14:22.918 --> 00:14:24.658
with all his massive achievements.

00:14:26.240 --> 00:14:27.000
I think there are just

00:14:27.039 --> 00:14:29.301
people out there like since birth.

00:14:29.500 --> 00:14:29.740
I mean,

00:14:29.780 --> 00:14:31.942
I know little kids that have that

00:14:32.001 --> 00:14:33.263
same kind of attitude.

00:14:33.342 --> 00:14:35.703
It's just the way they present themselves.

00:14:36.104 --> 00:14:37.804
And I think they live in that world.

00:14:37.825 --> 00:14:40.605
I had a best friend in high school.

00:14:40.625 --> 00:14:42.206
He was an amazing guy.

00:14:42.326 --> 00:14:44.028
This is art imitating life.

00:14:44.548 --> 00:14:50.653
We're streaming on Twitch,

00:14:51.215 --> 00:14:52.596
and we get this.

00:14:52.635 --> 00:14:53.517
Hello.

00:14:54.057 --> 00:14:58.000
This is a comment.

00:14:58.020 --> 00:14:58.922
Viewers, followers.

00:15:00.003 --> 00:15:00.764
The price is lower.

00:15:00.783 --> 00:15:02.085
This is a person essentially

00:15:02.225 --> 00:15:04.586
selling me views on Twitch.

00:15:05.736 --> 00:15:08.658
I mean, but I mean, yeah, I mean,

00:15:08.759 --> 00:15:09.600
some people do it.

00:15:11.400 --> 00:15:12.741
Some people just automate it

00:15:12.802 --> 00:15:13.522
and they're a bot,

00:15:13.601 --> 00:15:14.602
but some people don't have

00:15:14.623 --> 00:15:16.063
that part of the brain where they're like,

00:15:16.823 --> 00:15:18.205
you know, I mean, everything's a curve,

00:15:18.225 --> 00:15:18.325
right?

00:15:18.345 --> 00:15:19.166
Everything's a bell curve.

00:15:19.206 --> 00:15:20.606
And some people are super, you know,

00:15:20.626 --> 00:15:22.768
super conservative in terms of like, oh,

00:15:22.807 --> 00:15:24.089
I'm really nervous about reaching out.

00:15:24.109 --> 00:15:25.909
And some people, no filter.

00:15:26.990 --> 00:15:27.551
So there was a.

00:15:28.376 --> 00:15:29.437
There was a real quick,

00:15:29.457 --> 00:15:31.698
there was a guy on LinkedIn

00:15:31.859 --> 00:15:33.120
ads and Facebook ads,

00:15:33.320 --> 00:15:35.701
and he teaches people how

00:15:35.721 --> 00:15:36.961
to do business to business

00:15:37.001 --> 00:15:38.101
sales over LinkedIn.

00:15:38.763 --> 00:15:41.423
And his ads were a, you know,

00:15:41.443 --> 00:15:43.985
like a hidden photographer or, or nearby.

00:15:44.004 --> 00:15:45.025
And he was walking up to

00:15:45.066 --> 00:15:46.706
people on the sidewalk with

00:15:46.767 --> 00:15:49.067
the old intros that people

00:15:49.107 --> 00:15:50.548
do on LinkedIn messaging.

00:15:50.889 --> 00:15:52.269
So he would go up to people

00:15:52.309 --> 00:15:53.470
walking on the sidewalk and he'd be like,

00:15:53.789 --> 00:15:54.831
hi, do you want to buy my software?

00:15:55.700 --> 00:15:55.919
Right.

00:15:56.039 --> 00:15:57.921
And it just like so hilarious.

00:15:58.081 --> 00:15:59.042
People are like so caught

00:15:59.081 --> 00:16:00.241
off guard and they're like

00:16:00.282 --> 00:16:03.163
running away from and that's his ads,

00:16:03.663 --> 00:16:04.865
which is genius because it

00:16:04.884 --> 00:16:05.684
catches attention.

00:16:06.174 --> 00:16:07.135
And then he's like, Hey,

00:16:07.336 --> 00:16:08.856
the solution is whatever

00:16:08.897 --> 00:16:09.878
his coaching or whatever

00:16:09.918 --> 00:16:11.458
his offer is with like how

00:16:11.499 --> 00:16:13.780
to sell business to business on LinkedIn.

00:16:14.221 --> 00:16:15.001
Yeah, this is brilliant,

00:16:15.042 --> 00:16:16.582
which is Jamie Schreier and

00:16:16.623 --> 00:16:19.024
I presented at CSM maybe two years ago.

00:16:19.686 --> 00:16:21.486
And essentially the pitch

00:16:21.527 --> 00:16:24.369
for that is the rules in relationships,

00:16:25.009 --> 00:16:26.010
business or social,

00:16:26.150 --> 00:16:27.412
the rules and relationships

00:16:27.932 --> 00:16:30.073
are the same online as they

00:16:30.114 --> 00:16:30.734
are in person.

00:16:31.215 --> 00:16:31.335
Now,

00:16:32.303 --> 00:16:34.585
How is a little bit different.

00:16:34.625 --> 00:16:35.666
But the rules,

00:16:35.865 --> 00:16:37.547
as in you don't come in hot

00:16:37.647 --> 00:16:39.488
and ask someone to give you

00:16:39.528 --> 00:16:40.928
an hour of their time as

00:16:40.948 --> 00:16:42.229
the first thing that you do.

00:16:42.568 --> 00:16:43.590
You wouldn't just walk up to

00:16:43.610 --> 00:16:44.529
someone and be like,

00:16:44.691 --> 00:16:45.711
I need an hour for you to

00:16:45.770 --> 00:16:46.692
come sit with me at dinner.

00:16:46.711 --> 00:16:48.732
It's like, hi, I'm Jimmy.

00:16:49.332 --> 00:16:49.913
Who are you?

00:16:49.932 --> 00:16:52.114
He skipped a few steps.

00:16:52.554 --> 00:16:53.855
Whether this person has a

00:16:53.914 --> 00:16:55.716
brain abnormality or they

00:16:55.755 --> 00:16:58.337
just have no Fs to give, I don't know.

00:16:58.697 --> 00:17:00.198
But if you look at it,

00:17:01.192 --> 00:17:02.192
And you approach this,

00:17:02.273 --> 00:17:03.214
this is a big lesson here.

00:17:03.234 --> 00:17:04.914
That's what Jamie Schreier, our president,

00:17:05.035 --> 00:17:05.855
we'll get Jamie back on.

00:17:06.316 --> 00:17:07.836
That's what our presentation was about,

00:17:07.896 --> 00:17:11.039
which is you're building relationships.

00:17:11.059 --> 00:17:12.820
That's what you're attempting to do.

00:17:13.241 --> 00:17:14.982
Starting is very hard, right?

00:17:15.083 --> 00:17:15.343
I mean,

00:17:15.384 --> 00:17:16.324
walking up to someone and

00:17:16.344 --> 00:17:17.184
introducing yourself and

00:17:17.204 --> 00:17:17.885
hoping that person will

00:17:17.905 --> 00:17:19.866
talk to you and maybe it'll

00:17:19.886 --> 00:17:20.528
lead somewhere.

00:17:20.948 --> 00:17:22.348
That's not easy in person,

00:17:23.029 --> 00:17:24.750
romantically or friendship wise.

00:17:24.830 --> 00:17:25.912
And that's not easy online

00:17:25.951 --> 00:17:26.792
if it's business wise.

00:17:27.153 --> 00:17:28.354
So the rules are the same.

00:17:28.814 --> 00:17:29.174
How?

00:17:29.355 --> 00:17:30.275
And as this guy you're

00:17:30.295 --> 00:17:31.096
talking about on LinkedIn

00:17:31.115 --> 00:17:32.017
was demonstrating,

00:17:32.297 --> 00:17:34.778
the how can be worked out differently.

00:17:34.898 --> 00:17:36.279
But don't be don't be weird.

00:17:38.221 --> 00:17:38.961
I will say, though,

00:17:39.041 --> 00:17:40.123
like I've been on a good

00:17:40.182 --> 00:17:42.064
streak the last two weeks,

00:17:42.124 --> 00:17:44.685
probably been getting a lot of really,

00:17:44.746 --> 00:17:46.067
really positive inbound.

00:17:46.768 --> 00:17:48.769
And even from the point of, you know,

00:17:48.890 --> 00:17:50.290
somebody from this is kind

00:17:50.330 --> 00:17:52.813
of interesting publicly traded company.

00:17:53.613 --> 00:17:54.773
They reached out to me,

00:17:54.854 --> 00:17:56.955
their sales and marketing director.

00:17:57.776 --> 00:17:58.596
Maybe at some point,

00:17:58.616 --> 00:17:59.938
if we do something with this company,

00:17:59.958 --> 00:18:00.678
we'll mention it.

00:18:00.778 --> 00:18:03.200
But, you know, reached out first.

00:18:03.819 --> 00:18:04.661
As far as I know,

00:18:04.760 --> 00:18:06.041
first outreach was a

00:18:06.082 --> 00:18:07.663
telephone call to my clinic.

00:18:08.183 --> 00:18:11.046
Now, I never, ever get these messages.

00:18:11.986 --> 00:18:12.946
We are the worst.

00:18:13.007 --> 00:18:14.327
Like we are the opposite of

00:18:14.367 --> 00:18:17.730
what Jerry would want us to be in regard,

00:18:17.769 --> 00:18:18.391
Jerry Durham,

00:18:18.471 --> 00:18:19.692
in regards to like how we

00:18:19.731 --> 00:18:21.073
handle incoming phone calls.

00:18:21.613 --> 00:18:22.413
I'll sit there and I'll

00:18:22.433 --> 00:18:24.515
watch five phone calls on

00:18:24.555 --> 00:18:26.477
my phone ringing I know

00:18:26.517 --> 00:18:27.457
they're patients that want

00:18:27.477 --> 00:18:28.357
to schedule and I won't

00:18:28.458 --> 00:18:29.699
answer them because I don't

00:18:29.739 --> 00:18:30.779
want to schedule them you

00:18:30.819 --> 00:18:32.681
know I'm busy enough like

00:18:32.740 --> 00:18:34.583
we we're the worst but

00:18:34.603 --> 00:18:36.064
anyway so this guy calls

00:18:37.278 --> 00:18:38.299
normally I'd hit delete

00:18:38.359 --> 00:18:39.259
before I even heard the

00:18:39.279 --> 00:18:40.040
rest of the message,

00:18:40.101 --> 00:18:41.801
but for some reason I heard

00:18:41.821 --> 00:18:43.683
the whole message and it is

00:18:43.784 --> 00:18:45.605
publicly traded company, huge company.

00:18:45.664 --> 00:18:47.685
I've known this company 20 plus years.

00:18:48.406 --> 00:18:50.748
Uh, and I'm like, Oh, you know,

00:18:50.788 --> 00:18:54.250
and he was so humble and so chill and Hey,

00:18:54.411 --> 00:18:56.152
I've seen your content and

00:18:56.192 --> 00:18:57.153
somebody on my team reached

00:18:57.292 --> 00:18:58.294
out and shared it with me.

00:18:58.374 --> 00:18:59.034
And you,

00:18:59.173 --> 00:19:01.415
you're saying exactly the kind of

00:19:01.455 --> 00:19:02.997
stuff that we want, you know,

00:19:03.096 --> 00:19:04.877
to resonate with our company.

00:19:04.978 --> 00:19:05.358
And, um,

00:19:05.999 --> 00:19:07.799
Then immediately I sent him an email.

00:19:08.240 --> 00:19:10.821
But like every single time

00:19:11.082 --> 00:19:12.502
it's they're very humble,

00:19:13.064 --> 00:19:14.545
very like normal,

00:19:14.625 --> 00:19:16.066
whether they're tens of

00:19:16.125 --> 00:19:17.846
millions of dollars or, you know,

00:19:17.866 --> 00:19:19.827
a therapist who's just looking to start.

00:19:19.847 --> 00:19:22.109
It's just you start with

00:19:22.150 --> 00:19:23.631
that humility and like, hey,

00:19:23.730 --> 00:19:25.051
I appreciate what you're doing.

00:19:25.092 --> 00:19:26.292
These are the things that

00:19:26.333 --> 00:19:27.313
resonated with me.

00:19:27.333 --> 00:19:30.055
I understand you're really busy.

00:19:30.174 --> 00:19:31.316
I would just love to see if

00:19:31.355 --> 00:19:32.477
there's anything, you know,

00:19:32.537 --> 00:19:33.657
I can do to connect with

00:19:33.718 --> 00:19:35.659
you even for just five minutes.

00:19:36.219 --> 00:19:37.759
Like that goes so much

00:19:37.839 --> 00:19:39.560
further than the sense of

00:19:39.621 --> 00:19:41.803
entitlement that some people have to say,

00:19:42.202 --> 00:19:43.304
hey, I want this.

00:19:43.423 --> 00:19:44.644
This is what I'm going to get.

00:19:44.663 --> 00:19:45.805
This is what's going to happen.

00:19:45.984 --> 00:19:46.405
There it is.

00:19:46.526 --> 00:19:47.246
I'd love for comments.

00:19:47.266 --> 00:19:49.227
I think that's what it felt like anyway,

00:19:49.247 --> 00:19:50.827
which is this sense of entitlement.

00:19:50.847 --> 00:19:51.528
I'm like, dude,

00:19:51.588 --> 00:19:52.710
who are you to be planning my...

00:19:53.795 --> 00:19:54.875
schedule and what I'm going

00:19:54.895 --> 00:19:55.777
to be doing for you.

00:19:55.896 --> 00:19:57.258
And Oh, by the way, Oh, did I,

00:19:57.377 --> 00:19:58.179
I don't know if I mentioned this,

00:19:58.239 --> 00:20:00.160
like he said, there's 350 bucks a ticket.

00:20:00.760 --> 00:20:02.061
Cause I said, I wanted to be like, Oh,

00:20:02.082 --> 00:20:02.301
let me,

00:20:02.321 --> 00:20:03.202
let me get some information on

00:20:03.242 --> 00:20:04.584
before I just completely shut this down.

00:20:05.064 --> 00:20:06.065
When's this conference and

00:20:06.125 --> 00:20:06.726
what's the ticket.

00:20:06.746 --> 00:20:08.307
And then I said, great, what's my cut.

00:20:08.707 --> 00:20:10.147
And that's when things shifted.

00:20:10.249 --> 00:20:10.729
What do you mean?

00:20:10.769 --> 00:20:11.348
What's your cut?

00:20:11.869 --> 00:20:12.430
I'm like, baby,

00:20:12.490 --> 00:20:14.251
I'm the Rolling Stones for all, you know,

00:20:14.652 --> 00:20:14.932
right?

00:20:14.991 --> 00:20:15.353
Like I'm,

00:20:15.532 --> 00:20:16.814
I'm what you're putting on stage.

00:20:17.260 --> 00:20:18.102
So you're going to be the

00:20:18.142 --> 00:20:19.502
guy in the back collecting dollars,

00:20:19.542 --> 00:20:21.683
and I'm going to dance up for it?

00:20:21.824 --> 00:20:22.845
I'm very sorry.

00:20:22.865 --> 00:20:25.366
He did explain.

00:20:25.406 --> 00:20:27.008
He did go to the old tried and true.

00:20:27.028 --> 00:20:28.249
It's a really good

00:20:28.288 --> 00:20:29.910
opportunity for exposure for you,

00:20:30.029 --> 00:20:30.770
which I said,

00:20:32.372 --> 00:20:33.573
I'll do 100 of these for you

00:20:33.593 --> 00:20:34.492
as long as you go down to

00:20:34.512 --> 00:20:36.494
the bank and explain to the

00:20:36.555 --> 00:20:37.194
person who holds my

00:20:37.214 --> 00:20:38.776
mortgage how I can pay that

00:20:38.836 --> 00:20:40.017
with exposure.

00:20:41.238 --> 00:20:43.240
And also, you're coming to me.

00:20:44.203 --> 00:20:45.164
which says something to me.

00:20:45.404 --> 00:20:45.904
But look at that.

00:20:45.924 --> 00:20:46.925
A publicly traded company

00:20:46.945 --> 00:20:49.367
doing it the right way, coming in.

00:20:49.387 --> 00:20:51.089
Look at those words, respectfully,

00:20:51.329 --> 00:20:51.890
humility.

00:20:52.750 --> 00:20:53.751
Imagine I walked up to a

00:20:53.791 --> 00:20:55.732
female and introduced

00:20:55.772 --> 00:20:57.315
myself the way this guy Chris did,

00:20:57.994 --> 00:21:00.037
probably getting shut down

00:21:00.096 --> 00:21:00.998
or pepper sprayed.

00:21:01.897 --> 00:21:03.159
Or the other way, respectfully,

00:21:03.200 --> 00:21:03.880
with humility,

00:21:03.900 --> 00:21:06.142
it doesn't guarantee anything.

00:21:06.162 --> 00:21:07.083
But what it guarantees is

00:21:07.643 --> 00:21:09.647
You're dictating how you're being seen.

00:21:10.088 --> 00:21:11.192
And these two interactions

00:21:11.333 --> 00:21:12.414
are good examples of how

00:21:12.556 --> 00:21:14.800
you want to be seen and how you do not,

00:21:15.102 --> 00:21:15.923
in my opinion, want to.

00:21:16.497 --> 00:21:18.798
All right, Jimmy laid out a perfect segue,

00:21:19.439 --> 00:21:20.759
walking up to a girl,

00:21:22.621 --> 00:21:25.163
talking about the hock to a girl.

00:21:26.463 --> 00:21:28.484
I asked my wife last night, I was like,

00:21:28.505 --> 00:21:28.605
hey,

00:21:28.625 --> 00:21:29.665
do you think we should talk about

00:21:29.705 --> 00:21:31.207
this on PT Breakfast Club?

00:21:31.287 --> 00:21:33.248
She was like, no, don't talk about that.

00:21:33.748 --> 00:21:35.630
But how can we not talk about that?

00:21:37.211 --> 00:21:37.990
This is one of those

00:21:38.030 --> 00:21:39.172
situations where I always

00:21:39.192 --> 00:21:39.811
think about this.

00:21:39.892 --> 00:21:41.973
I'm like, I put out tons of content.

00:21:42.713 --> 00:21:43.634
At some point,

00:21:43.753 --> 00:21:45.335
it's just unreasonable that

00:21:45.494 --> 00:21:46.375
one of those pieces of

00:21:46.414 --> 00:21:48.496
content doesn't gain traction.

00:21:48.536 --> 00:21:50.536
So Dave put out a Twitter

00:21:51.116 --> 00:21:53.477
where he was flexing and he talked about,

00:21:53.537 --> 00:21:53.797
you know,

00:21:53.836 --> 00:21:54.917
the importance of being

00:21:54.978 --> 00:21:56.917
physically fit and treating

00:21:56.958 --> 00:21:58.919
individuals who value that.

00:21:59.959 --> 00:22:01.019
Obviously got a ton of

00:22:01.079 --> 00:22:03.319
engagement relative to the other content.

00:22:03.960 --> 00:22:05.601
I'm sure people here

00:22:05.661 --> 00:22:07.602
probably heard of the hot to a girl.

00:22:07.682 --> 00:22:09.801
And I made a list like I

00:22:09.902 --> 00:22:11.303
remember seeing that video.

00:22:11.442 --> 00:22:11.942
There it is.

00:22:12.583 --> 00:22:14.023
I remember seeing that video

00:22:14.044 --> 00:22:15.644
and I didn't even think I was like, Oh,

00:22:15.664 --> 00:22:16.164
that's funny.

00:22:16.184 --> 00:22:18.086
You know, she's kind of like, just,

00:22:18.326 --> 00:22:19.527
it's a funny clip.

00:22:20.167 --> 00:22:20.367
Yeah.

00:22:20.407 --> 00:22:21.008
Well, it took off,

00:22:21.307 --> 00:22:23.150
went crazy for whatever reason,

00:22:23.250 --> 00:22:23.829
that clip.

00:22:23.869 --> 00:22:26.070
And I've seen those videos, right?

00:22:26.111 --> 00:22:28.313
I, I, I don't want to say the website name,

00:22:28.353 --> 00:22:30.114
but I know the website that

00:22:30.193 --> 00:22:31.515
goes out there and they ask

00:22:31.615 --> 00:22:33.175
these women questions and

00:22:33.516 --> 00:22:34.636
they catch these clips.

00:22:34.696 --> 00:22:35.676
And usually it's, you know,

00:22:35.696 --> 00:22:36.538
they're at the bars and

00:22:36.577 --> 00:22:38.818
it's night and they're, they're, um,

00:22:38.919 --> 00:22:39.759
inebriated.

00:22:39.779 --> 00:22:39.819
Um,

00:22:40.319 --> 00:22:42.402
But like all of a sudden now

00:22:42.481 --> 00:22:43.342
there's merch.

00:22:43.701 --> 00:22:45.103
Now it wasn't always her merch.

00:22:45.143 --> 00:22:46.663
She came out with a video saying, look,

00:22:46.704 --> 00:22:48.205
don't buy the other people's merch.

00:22:48.306 --> 00:22:49.926
My official merch is coming out.

00:22:50.307 --> 00:22:51.647
But like it opened the door

00:22:51.708 --> 00:22:52.808
for her to sell merch.

00:22:53.189 --> 00:22:55.130
There's a country Western song about it.

00:22:55.190 --> 00:22:56.411
There's Etsy shops.

00:22:56.871 --> 00:22:58.412
There's tons of interviews

00:22:58.492 --> 00:23:00.034
where we're talking about it,

00:23:00.094 --> 00:23:01.494
but she's also gone on

00:23:01.575 --> 00:23:02.634
interviews to talk about it.

00:23:03.316 --> 00:23:05.176
I saw a tattoo.

00:23:05.396 --> 00:23:07.638
Somebody got that girl tattooed.

00:23:07.659 --> 00:23:08.719
I think it was on their leg.

00:23:09.660 --> 00:23:10.881
It just exploded.

00:23:11.761 --> 00:23:13.442
So Jimmy, let's start with you.

00:23:13.462 --> 00:23:14.564
And then we'll jump to Dave.

00:23:15.184 --> 00:23:16.286
If you put out a piece of

00:23:16.346 --> 00:23:19.528
content that all of a sudden goes viral,

00:23:20.249 --> 00:23:22.010
like, how do you leverage that?

00:23:22.090 --> 00:23:23.372
How do you take advantage of

00:23:23.432 --> 00:23:25.933
that sudden notoriety and

00:23:26.034 --> 00:23:27.035
really turn it into

00:23:27.075 --> 00:23:28.916
something that isn't just, you know,

00:23:28.936 --> 00:23:30.837
a one one day thing?

00:23:30.917 --> 00:23:32.519
How do you grow from there?

00:23:32.839 --> 00:23:34.260
Well, she doubled down on it, right?

00:23:34.280 --> 00:23:35.082
Because next thing you know,

00:23:35.122 --> 00:23:36.123
she was there it is.

00:23:36.383 --> 00:23:37.304
There's your tattoo.

00:23:37.324 --> 00:23:38.023
Spit on that thing.

00:23:38.243 --> 00:23:39.005
Good Lord.

00:23:39.444 --> 00:23:40.965
So this shows you what kind

00:23:41.006 --> 00:23:42.386
of economy that we're in.

00:23:42.426 --> 00:23:43.767
We're in a tension economy.

00:23:43.807 --> 00:23:45.107
So how did she capitalize it?

00:23:45.147 --> 00:23:46.769
I think within seven days,

00:23:46.828 --> 00:23:48.930
she was on stage at a country music show,

00:23:49.010 --> 00:23:50.330
and she was singing along with someone.

00:23:51.071 --> 00:23:53.393
As initially reported,

00:23:53.413 --> 00:23:54.394
she was not a kindergarten

00:23:54.413 --> 00:23:55.473
teacher and lost her job.

00:23:55.493 --> 00:23:57.075
She worked at a spring factory.

00:23:57.476 --> 00:23:58.816
I learned that because she

00:23:58.855 --> 00:24:00.497
was doing some sort of high-quality,

00:24:00.537 --> 00:24:01.597
high-def interview,

00:24:02.018 --> 00:24:03.278
and I sort of – she's the

00:24:03.338 --> 00:24:05.522
girl for the next –

00:24:05.522 --> 00:24:06.423
three and a half minutes

00:24:06.522 --> 00:24:07.523
that she's got left under

00:24:07.523 --> 00:24:08.804
15 minutes of fame, but she's,

00:24:09.045 --> 00:24:10.765
she's saying this window is, is,

00:24:11.025 --> 00:24:11.726
is small.

00:24:12.465 --> 00:24:14.267
So she's doubling down on it.

00:24:15.067 --> 00:24:16.528
I haven't seen much outside

00:24:16.548 --> 00:24:17.367
of her just making the

00:24:17.428 --> 00:24:18.548
rounds and being sort of

00:24:18.608 --> 00:24:19.548
arm candy with the,

00:24:19.628 --> 00:24:20.569
with the country music star

00:24:20.609 --> 00:24:21.250
and stuff like that,

00:24:21.890 --> 00:24:25.231
but she's been signed to an agency.

00:24:25.271 --> 00:24:26.051
I'm not sure what they're going to,

00:24:26.372 --> 00:24:27.792
I don't know what she's going to do next,

00:24:28.012 --> 00:24:28.173
but.

00:24:30.028 --> 00:24:31.130
So think about the amount of

00:24:31.250 --> 00:24:33.351
inbound this girl got, like,

00:24:33.651 --> 00:24:34.852
how did she choose the

00:24:34.932 --> 00:24:36.713
agency that she signed with?

00:24:36.794 --> 00:24:38.074
What were the promises and

00:24:38.094 --> 00:24:39.394
the offers that were made?

00:24:40.256 --> 00:24:42.698
Um, they didn't go with Chris Gellert.

00:24:42.778 --> 00:24:43.798
That's not who she went with.

00:24:43.817 --> 00:24:45.720
Let me take a while.

00:24:46.940 --> 00:24:47.740
Uh, by the way,

00:24:48.020 --> 00:24:49.061
she popped up like a

00:24:49.102 --> 00:24:50.623
website or a company that's

00:24:50.702 --> 00:24:53.265
called 16 minutes, uh, you know,

00:24:53.285 --> 00:24:54.586
in terms of the 15 minutes of fame.

00:24:54.645 --> 00:24:56.547
So she understands there

00:24:56.567 --> 00:24:58.028
might be a limitation here and you,

00:24:58.807 --> 00:24:59.067
I don't know.

00:24:59.106 --> 00:24:59.787
What else would you do?

00:25:00.607 --> 00:25:01.708
Like you said, she's doing merch.

00:25:02.488 --> 00:25:04.127
She said, don't, don't buy from this,

00:25:04.568 --> 00:25:05.769
these other places and her

00:25:05.808 --> 00:25:06.749
stuff was coming out soon.

00:25:08.829 --> 00:25:09.450
What else could you do?

00:25:09.509 --> 00:25:11.009
Well, she, she,

00:25:11.150 --> 00:25:12.691
she could just start a show

00:25:12.750 --> 00:25:13.990
or a podcast interviewing people.

00:25:14.030 --> 00:25:14.270
I mean,

00:25:14.471 --> 00:25:17.491
it's not going to be necessarily like,

00:25:17.672 --> 00:25:18.291
I don't know if you can

00:25:18.311 --> 00:25:19.092
monetize it right away.

00:25:19.152 --> 00:25:20.472
What else, what else would you do?

00:25:20.593 --> 00:25:21.393
I was going to say like,

00:25:21.413 --> 00:25:22.153
so she's got the fit.

00:25:22.212 --> 00:25:23.272
She needs to decide what,

00:25:23.313 --> 00:25:24.314
what she needs to decide

00:25:24.334 --> 00:25:25.094
what business she's in.

00:25:26.084 --> 00:25:27.104
Because right now she's sort

00:25:27.124 --> 00:25:27.943
of pigeonholed.

00:25:28.044 --> 00:25:28.244
Right.

00:25:28.285 --> 00:25:29.224
She was the girl who was

00:25:30.125 --> 00:25:30.744
looked a little bit

00:25:30.765 --> 00:25:31.825
inebriated outside a bar

00:25:32.305 --> 00:25:33.586
saying something socially

00:25:33.605 --> 00:25:34.986
appropriate for outside of a bar,

00:25:35.665 --> 00:25:36.787
not necessarily socially

00:25:36.826 --> 00:25:37.826
appropriate for if you were

00:25:37.846 --> 00:25:38.926
a kindergarten teacher.

00:25:38.967 --> 00:25:39.106
Right.

00:25:39.126 --> 00:25:40.106
So now she's got to say,

00:25:40.126 --> 00:25:41.587
am I going to run with this?

00:25:41.607 --> 00:25:42.428
Am I going to take this ball?

00:25:42.448 --> 00:25:44.167
And this is me and I'm OK with it.

00:25:44.528 --> 00:25:45.147
There's people getting

00:25:45.169 --> 00:25:47.068
tattoos of her saying.

00:25:47.128 --> 00:25:48.449
And for those of you who

00:25:48.489 --> 00:25:49.589
don't know what we're talking about,

00:25:49.670 --> 00:25:50.329
I don't know what rock

00:25:50.349 --> 00:25:50.990
you're living under.

00:25:51.029 --> 00:25:51.309
Just go.

00:25:51.710 --> 00:25:52.852
Google hawk to a girl and

00:25:52.872 --> 00:25:54.273
you'll see her eight and a

00:25:54.314 --> 00:25:55.395
half second clip that

00:25:55.556 --> 00:25:56.938
skyrocketed her onto our,

00:25:57.157 --> 00:25:58.961
this makes no sense to be on this podcast,

00:25:59.000 --> 00:26:00.542
but it does where it's,

00:26:00.663 --> 00:26:01.724
we're an attention economy.

00:26:01.785 --> 00:26:03.006
So I would say you decide

00:26:03.047 --> 00:26:03.867
what you want to do.

00:26:05.430 --> 00:26:06.111
She looks like,

00:26:07.204 --> 00:26:07.785
Her audience,

00:26:07.884 --> 00:26:08.925
she looks like her generation,

00:26:08.945 --> 00:26:10.086
the people who dug her clip

00:26:10.106 --> 00:26:10.906
and thought it was funny

00:26:10.946 --> 00:26:12.327
and shared it with a friend,

00:26:12.867 --> 00:26:13.989
which is the next level of

00:26:14.088 --> 00:26:15.049
community marketing,

00:26:16.410 --> 00:26:17.290
thought that was funny.

00:26:17.711 --> 00:26:19.392
Find what you what value you

00:26:19.432 --> 00:26:20.712
can bring outside of that

00:26:20.772 --> 00:26:22.733
eight second clip to those people.

00:26:22.913 --> 00:26:25.395
You already have a 10,000 mile head start.

00:26:25.776 --> 00:26:27.037
Your next decision is the

00:26:27.076 --> 00:26:28.637
important her decision is

00:26:28.657 --> 00:26:29.198
the important one.

00:26:30.010 --> 00:26:32.212
So this is where Dave's a new dad.

00:26:32.413 --> 00:26:33.594
I'll let you talk in a minute.

00:26:34.854 --> 00:26:36.415
This is where I think we,

00:26:36.836 --> 00:26:37.496
whether it be the

00:26:37.516 --> 00:26:39.037
therapists that are watching today,

00:26:39.116 --> 00:26:41.519
listening today, or our kids,

00:26:42.200 --> 00:26:43.941
we need to think, you know,

00:26:43.980 --> 00:26:45.342
this is the future, right?

00:26:45.362 --> 00:26:46.643
We need to prepare these

00:26:46.702 --> 00:26:48.263
individuals for the future.

00:26:48.763 --> 00:26:49.904
We should have a toolbox

00:26:49.964 --> 00:26:52.106
ready to go so that when this happens,

00:26:52.186 --> 00:26:52.967
if this happens,

00:26:53.027 --> 00:26:54.248
we know how to handle it.

00:26:54.288 --> 00:26:55.189
We know what to do with it.

00:26:55.888 --> 00:26:57.730
My brain immediately says, OK,

00:26:57.770 --> 00:26:59.251
this is built around kind

00:26:59.291 --> 00:27:02.394
of this genre and this community,

00:27:02.474 --> 00:27:03.276
this tribe.

00:27:04.056 --> 00:27:04.415
I don't know.

00:27:04.436 --> 00:27:06.657
I don't I don't do like the dip,

00:27:06.798 --> 00:27:08.359
the skull and that kind of stuff.

00:27:08.380 --> 00:27:09.601
But I'm like instantly I

00:27:09.621 --> 00:27:12.343
would think this girl goes and, you know,

00:27:12.403 --> 00:27:13.463
partners with one of these

00:27:13.544 --> 00:27:15.066
companies and starts

00:27:15.586 --> 00:27:17.326
leveraging this for

00:27:17.468 --> 00:27:19.930
spitting tobacco or whatever that is.

00:27:21.191 --> 00:27:23.031
If we want to keep it super local,

00:27:23.471 --> 00:27:23.751
I'm like,

00:27:23.791 --> 00:27:25.073
how could a speech therapist

00:27:25.153 --> 00:27:26.713
leverage something related

00:27:26.773 --> 00:27:28.634
to this and bring it into, you know,

00:27:28.714 --> 00:27:29.415
their world?

00:27:30.776 --> 00:27:32.758
But immediately I would want

00:27:32.798 --> 00:27:34.439
to teach my kids literally.

00:27:35.463 --> 00:27:38.444
okay, if you hit this 15 minutes of fame,

00:27:39.486 --> 00:27:40.767
these are the questions you

00:27:40.807 --> 00:27:41.906
need to ask yourself.

00:27:41.987 --> 00:27:42.928
These are the neat things

00:27:42.948 --> 00:27:44.228
you need to have ready so

00:27:44.248 --> 00:27:46.209
that you can turn this into

00:27:46.269 --> 00:27:47.849
a real asset that's gonna

00:27:47.910 --> 00:27:49.770
generate wealth into the future.

00:27:50.151 --> 00:27:50.770
Immediately,

00:27:50.810 --> 00:27:52.771
I would start a social media channel,

00:27:52.832 --> 00:27:53.853
which I'm sure she has.

00:27:53.873 --> 00:27:55.574
I would start a YouTube channel.

00:27:55.933 --> 00:27:56.894
I was listening to a guy

00:27:56.933 --> 00:27:58.714
yesterday that said he had

00:27:58.714 --> 00:28:00.236
3 million subscribers on

00:28:00.316 --> 00:28:01.096
one of his channels,

00:28:01.155 --> 00:28:01.817
started a new channel,

00:28:02.836 --> 00:28:04.798
Didn't upload a single video,

00:28:05.179 --> 00:28:06.759
but it already got a silver

00:28:06.799 --> 00:28:08.480
play button over 100,000

00:28:08.480 --> 00:28:09.942
subscribers just because he

00:28:10.001 --> 00:28:11.803
told his community he's

00:28:11.843 --> 00:28:13.003
starting this new channel.

00:28:13.463 --> 00:28:14.724
Like she could be building

00:28:14.765 --> 00:28:16.806
these assets right now and

00:28:16.905 --> 00:28:18.446
then kind of give her a

00:28:18.487 --> 00:28:19.468
little room to grow.

00:28:19.909 --> 00:28:21.230
I'll say this when you said, Hey,

00:28:21.269 --> 00:28:22.030
Dave's a new dad.

00:28:22.050 --> 00:28:23.171
You're going to teach your kids how to,

00:28:23.291 --> 00:28:24.172
I thought you were going to say, Hey,

00:28:24.211 --> 00:28:25.732
this is also a good lesson.

00:28:26.574 --> 00:28:27.894
She was in a small town in

00:28:27.914 --> 00:28:28.875
the middle of nowhere.

00:28:28.996 --> 00:28:30.757
Like someone pointed a phone

00:28:30.777 --> 00:28:31.597
at her and she started

00:28:31.637 --> 00:28:34.500
talking like the speed and

00:28:35.079 --> 00:28:36.760
distance that a little bit

00:28:36.820 --> 00:28:38.643
of video can travel.

00:28:38.742 --> 00:28:39.923
And this is a premium.

00:28:40.023 --> 00:28:41.125
This is how you can use it

00:28:41.164 --> 00:28:42.445
for positive or negative,

00:28:42.945 --> 00:28:44.666
which is that thing that you're,

00:28:44.886 --> 00:28:45.607
that you're saying in front

00:28:45.627 --> 00:28:46.509
of a camera with your

00:28:46.568 --> 00:28:47.809
friends in middle school is

00:28:48.890 --> 00:28:50.151
isn't private anymore.

00:28:50.291 --> 00:28:51.011
I'm very sorry.

00:28:51.092 --> 00:28:53.153
We're past the private.

00:28:53.173 --> 00:28:54.434
We're past that, oh,

00:28:54.474 --> 00:28:55.435
make sure you delete this,

00:28:55.976 --> 00:28:57.057
is that thing can be around

00:28:57.096 --> 00:28:58.097
the world before you even

00:28:58.137 --> 00:28:59.057
get home from that day.

00:28:59.077 --> 00:28:59.638
So I thought you were going

00:28:59.659 --> 00:29:00.058
to go with that.

00:29:00.098 --> 00:29:01.140
That lesson is on the flip

00:29:01.160 --> 00:29:02.080
side of that coin as well.

00:29:02.121 --> 00:29:03.582
Be very careful what you do.

00:29:03.882 --> 00:29:04.803
That's why I started to go

00:29:04.843 --> 00:29:05.522
back to the first one.

00:29:05.723 --> 00:29:06.304
That's where I started

00:29:06.324 --> 00:29:07.464
taking screenshots of what

00:29:07.505 --> 00:29:08.266
that guy was saying.

00:29:08.306 --> 00:29:08.605
I was like,

00:29:08.846 --> 00:29:10.867
this goes away and I start

00:29:10.907 --> 00:29:11.567
talking about it.

00:29:11.607 --> 00:29:12.469
I can't prove it.

00:29:12.788 --> 00:29:15.111
So save the receipts or make

00:29:15.131 --> 00:29:15.951
sure what receipts are

00:29:15.971 --> 00:29:16.771
being saved of you.

00:29:16.811 --> 00:29:17.712
You're aware of that.

00:29:18.817 --> 00:29:19.936
Dave, you were going to say something.

00:29:20.717 --> 00:29:21.116
No, I just,

00:29:21.416 --> 00:29:23.637
I want to just bounce off what Tony said.

00:29:23.657 --> 00:29:24.157
I agree.

00:29:24.198 --> 00:29:25.238
Like, yeah.

00:29:25.778 --> 00:29:27.137
YouTube channel, that type of stuff.

00:29:27.238 --> 00:29:28.179
She could be doing, like I said,

00:29:28.219 --> 00:29:29.459
interviews, other content.

00:29:30.659 --> 00:29:32.278
What I find over the years,

00:29:32.338 --> 00:29:34.079
like the folks that find

00:29:34.119 --> 00:29:39.039
themselves in the situation kind of like,

00:29:39.140 --> 00:29:40.121
they're like, they got to a,

00:29:40.320 --> 00:29:42.621
they got some notoriety and I don't want,

00:29:42.740 --> 00:29:43.361
I don't want this to sound

00:29:43.381 --> 00:29:43.921
like I'm a hater.

00:29:44.101 --> 00:29:44.361
Okay.

00:29:44.840 --> 00:29:46.342
I'm trying, I'm trying not to,

00:29:46.981 --> 00:29:47.922
but someone who,

00:29:49.252 --> 00:29:50.094
stumbles into this or

00:29:50.134 --> 00:29:51.255
accidentally accidentally

00:29:51.315 --> 00:29:53.855
becomes you know very

00:29:53.976 --> 00:29:56.637
popular overnight um I feel

00:29:56.678 --> 00:29:57.838
like sometimes there is

00:29:57.919 --> 00:29:59.760
either like maybe like I

00:29:59.780 --> 00:30:00.141
don't want to say

00:30:00.161 --> 00:30:01.141
entitlement but it's like

00:30:01.642 --> 00:30:02.643
they just want to be paid

00:30:02.722 --> 00:30:04.263
by like you know prime

00:30:04.304 --> 00:30:05.884
energy drink and red bull

00:30:06.085 --> 00:30:07.445
and I don't know lululemon

00:30:07.486 --> 00:30:08.946
or whatever brands out

00:30:08.987 --> 00:30:10.827
there um be paid to just

00:30:10.867 --> 00:30:13.170
now show up to places and

00:30:13.549 --> 00:30:14.810
there's a disconnect you

00:30:14.830 --> 00:30:15.791
were talking about like I'm

00:30:15.832 --> 00:30:16.632
a new dad and you know

00:30:16.692 --> 00:30:17.772
tony's got four boys like

00:30:18.542 --> 00:30:20.545
there's a disconnect between, you know,

00:30:20.585 --> 00:30:22.547
starting some business project, whatever,

00:30:22.567 --> 00:30:23.667
it's a YouTube channel, whatever.

00:30:23.688 --> 00:30:25.308
And it takes time to grind it out.

00:30:25.348 --> 00:30:26.230
And it takes time to like

00:30:26.269 --> 00:30:28.050
learn and make mistakes and

00:30:28.531 --> 00:30:29.692
figure things out and have

00:30:29.752 --> 00:30:31.294
successes and have some failures.

00:30:31.374 --> 00:30:32.555
And maybe you start a big

00:30:32.575 --> 00:30:33.556
YouTube channel or,

00:30:33.756 --> 00:30:34.977
or one of these Facebook or

00:30:34.997 --> 00:30:35.718
Instagram channels.

00:30:35.738 --> 00:30:36.278
And they just like,

00:30:36.739 --> 00:30:37.960
sometimes they're just like deactivated.

00:30:38.000 --> 00:30:39.221
They're just like deleted or whatever,

00:30:39.280 --> 00:30:40.842
like overnight for no reason at all.

00:30:41.623 --> 00:30:42.143
And then you got to like

00:30:42.163 --> 00:30:42.983
start over or you got to

00:30:43.023 --> 00:30:43.845
start something different.

00:30:43.884 --> 00:30:45.826
Or like when I have initial and you know,

00:30:46.026 --> 00:30:46.567
it was like,

00:30:46.965 --> 00:30:47.646
I learned a lot,

00:30:47.747 --> 00:30:48.467
but then it was a failure

00:30:48.507 --> 00:30:49.367
and I killed it and walked

00:30:49.387 --> 00:30:50.648
away from it and started other things.

00:30:51.390 --> 00:30:53.030
It's interesting with these

00:30:53.412 --> 00:30:55.773
folks who get a ton of

00:30:55.834 --> 00:30:57.855
notoriety all of a sudden overnight.

00:30:58.336 --> 00:30:58.955
Like you said, Jimmy,

00:30:58.976 --> 00:31:00.176
she came from a small town.

00:31:00.198 --> 00:31:00.678
I think I heard the

00:31:00.718 --> 00:31:02.019
population was like 800

00:31:02.019 --> 00:31:03.941
people or something ridiculously small.

00:31:04.780 --> 00:31:06.282
And now all of a sudden

00:31:07.042 --> 00:31:09.586
she's on stage at country music concerts.

00:31:09.645 --> 00:31:11.386
And also, by the way,

00:31:11.727 --> 00:31:12.788
her first interview was

00:31:12.847 --> 00:31:14.589
with Barstool Sports, apparently.

00:31:14.894 --> 00:31:16.095
was like, as soon as it happened,

00:31:16.255 --> 00:31:17.776
they were the first ones to land her,

00:31:18.115 --> 00:31:19.256
which is pretty clever on their part.

00:31:19.736 --> 00:31:21.496
But the talent,

00:31:21.576 --> 00:31:24.757
the person that gets in the spotlight,

00:31:25.817 --> 00:31:29.178
I think sometimes hasn't

00:31:30.057 --> 00:31:31.157
gone through some of the

00:31:31.238 --> 00:31:33.637
challenges to remain there.

00:31:33.738 --> 00:31:36.659
And then, you know, it's not that easy.

00:31:36.719 --> 00:31:38.179
Now, if she can, like Tony said,

00:31:38.219 --> 00:31:39.719
if she can capture the

00:31:39.759 --> 00:31:41.640
lightning in the bottle and keep it going,

00:31:41.900 --> 00:31:42.660
well, then...

00:31:43.771 --> 00:31:45.432
That's the free market that we live in.

00:31:45.692 --> 00:31:46.833
Well, that's the question, right?

00:31:47.153 --> 00:31:47.794
Which also is,

00:31:47.854 --> 00:31:48.874
if she started a YouTube channel,

00:31:48.894 --> 00:31:50.255
what kind of content could

00:31:50.275 --> 00:31:50.775
she come up with?

00:31:50.835 --> 00:31:52.996
Right now, she's a one-trick pony.

00:31:53.796 --> 00:31:55.257
But she's got a chance to now,

00:31:55.277 --> 00:31:57.176
and this is why I think her move,

00:31:57.217 --> 00:31:58.157
and I think a lot of people

00:31:58.238 --> 00:31:59.137
who this happens to,

00:31:59.718 --> 00:32:00.979
if they're signing with someone,

00:32:01.019 --> 00:32:02.159
that's a person whispering their in.

00:32:02.179 --> 00:32:03.339
They go, listen, this is great.

00:32:03.819 --> 00:32:05.480
But in 14 more minutes,

00:32:06.560 --> 00:32:07.260
you're going to be left,

00:32:07.300 --> 00:32:08.342
and you're going to be the

00:32:08.461 --> 00:32:10.742
random tattoo on some dude's leg.

00:32:10.762 --> 00:32:10.843
Yeah.

00:32:11.876 --> 00:32:13.198
You're going to be the punchline of it.

00:32:13.317 --> 00:32:14.057
You're the punchline of it.

00:32:14.117 --> 00:32:14.298
I mean,

00:32:14.337 --> 00:32:16.579
she's the punchline of a joke in

00:32:16.759 --> 00:32:18.480
three years, right?

00:32:18.500 --> 00:32:19.480
We'll be bringing this back

00:32:19.540 --> 00:32:21.823
up unless she does something with it.

00:32:22.303 --> 00:32:23.143
But here's the thing,

00:32:23.202 --> 00:32:24.463
the scale and the long

00:32:24.544 --> 00:32:25.724
lever arm of the internet,

00:32:26.244 --> 00:32:27.346
she has an opportunity.

00:32:27.885 --> 00:32:29.807
So from what I've seen,

00:32:30.247 --> 00:32:31.147
the one decision she made

00:32:31.188 --> 00:32:33.128
in terms of joining up with others, like,

00:32:33.189 --> 00:32:33.288
nah,

00:32:33.308 --> 00:32:34.369
I'm just going to handle this on my own.

00:32:34.650 --> 00:32:36.211
She went the other way, this 16 minutes.

00:32:37.673 --> 00:32:39.336
Barstool Sports, what are you going to do?

00:32:39.476 --> 00:32:40.777
What's your next move?

00:32:40.936 --> 00:32:42.199
She didn't plan this first move.

00:32:42.378 --> 00:32:45.803
This is lightning on a cell phone.

00:32:46.442 --> 00:32:46.963
What are you going to do

00:32:46.983 --> 00:32:47.683
with your next move?

00:32:47.744 --> 00:32:49.425
But you can also take lessons from this,

00:32:49.465 --> 00:32:50.768
which is why we're talking about this,

00:32:50.827 --> 00:32:52.429
which is what would you do

00:32:52.630 --> 00:32:53.671
or what could you do now?

00:32:53.830 --> 00:32:54.692
What could you be doing?

00:32:55.634 --> 00:32:56.976
So this is where I think our

00:32:57.036 --> 00:32:58.836
kids have an advantage

00:33:00.137 --> 00:33:02.480
because we could start preparing them.

00:33:02.599 --> 00:33:05.020
I had a good friend in high school.

00:33:05.221 --> 00:33:06.182
I think it was high school.

00:33:07.242 --> 00:33:10.025
Her family won the lottery

00:33:10.065 --> 00:33:11.105
down in South Florida.

00:33:12.246 --> 00:33:13.227
I don't remember how much,

00:33:13.287 --> 00:33:14.847
but tens of millions.

00:33:15.528 --> 00:33:17.450
And you hear those stories.

00:33:17.490 --> 00:33:18.971
And if you haven't seen these stories,

00:33:19.050 --> 00:33:20.231
you should go research it.

00:33:20.672 --> 00:33:22.253
How many people lose all of

00:33:22.273 --> 00:33:23.796
the money when they win the lottery?

00:33:24.497 --> 00:33:25.838
It's such a sad story.

00:33:25.878 --> 00:33:27.741
Like it ruins so many lives.

00:33:28.262 --> 00:33:29.084
But it's because these

00:33:29.144 --> 00:33:31.767
individuals didn't have money before.

00:33:32.147 --> 00:33:33.529
They get thrust into this

00:33:33.650 --> 00:33:35.732
world of lots of money and

00:33:35.772 --> 00:33:36.973
then they don't know how to handle it.

00:33:37.748 --> 00:33:38.828
This particular friend of

00:33:38.868 --> 00:33:39.930
mine with the family,

00:33:40.430 --> 00:33:42.111
she came from a wealthy family.

00:33:42.131 --> 00:33:43.731
Mom and dad had built a

00:33:43.771 --> 00:33:46.114
successful business from the ground up.

00:33:46.493 --> 00:33:48.816
They understood how to handle the wealth.

00:33:49.615 --> 00:33:51.317
I didn't see any change in

00:33:51.357 --> 00:33:52.959
their lifestyle or their

00:33:52.999 --> 00:33:54.240
behavior or anything.

00:33:54.279 --> 00:33:56.060
It didn't ruin their life in any way.

00:33:57.301 --> 00:34:00.344
And so because she was kind of prepared,

00:34:00.403 --> 00:34:01.585
the family was prepared,

00:34:01.664 --> 00:34:03.586
they had trained and this

00:34:03.625 --> 00:34:04.926
good fortune comes to them,

00:34:05.007 --> 00:34:05.807
they could handle it.

00:34:06.367 --> 00:34:06.929
For us,

00:34:07.009 --> 00:34:08.911
because we see this happening enough,

00:34:09.831 --> 00:34:11.153
I would expect that I'm

00:34:11.193 --> 00:34:12.695
gonna train my kids that

00:34:12.856 --> 00:34:15.398
anybody who comes to me as a mentor,

00:34:15.458 --> 00:34:16.039
mentee,

00:34:16.501 --> 00:34:18.222
like these are the lessons that I

00:34:18.282 --> 00:34:18.862
can share.

00:34:19.764 --> 00:34:20.425
They're gonna have a

00:34:20.465 --> 00:34:21.427
competitive advantage

00:34:21.467 --> 00:34:22.748
against somebody else who

00:34:22.989 --> 00:34:24.650
has never been exposed to this.

00:34:25.110 --> 00:34:26.170
And so for this girl,

00:34:26.190 --> 00:34:28.072
I think probably the best

00:34:28.112 --> 00:34:29.733
thing she could do is try

00:34:29.753 --> 00:34:31.293
to find somebody else who's

00:34:31.333 --> 00:34:32.594
already been through this,

00:34:32.693 --> 00:34:34.293
navigated this successfully

00:34:34.934 --> 00:34:36.155
and learn from their

00:34:36.215 --> 00:34:37.875
experiences because she

00:34:37.894 --> 00:34:39.775
doesn't have any previous experience.

00:34:40.175 --> 00:34:41.077
The other point that I think

00:34:41.137 --> 00:34:41.896
is interesting here

00:34:42.757 --> 00:34:44.597
None of this ever happens as

00:34:44.757 --> 00:34:46.038
a planned event.

00:34:47.117 --> 00:34:48.818
There are plenty of videos

00:34:49.119 --> 00:34:51.940
where they try to make it, they curate it,

00:34:51.980 --> 00:34:52.840
they try to make it look

00:34:52.920 --> 00:34:54.340
funny and make it go viral

00:34:54.380 --> 00:34:55.900
and do all these things intentionally.

00:34:55.920 --> 00:34:57.961
That stuff never pulls off.

00:34:58.461 --> 00:35:01.385
It's these random Charlie bit my finger.

00:35:01.806 --> 00:35:04.248
It's these real moments that happen,

00:35:04.268 --> 00:35:07.514
that get captured, that go viral.

00:35:07.994 --> 00:35:09.735
So you're really planning

00:35:09.775 --> 00:35:11.358
for something that probably

00:35:11.418 --> 00:35:12.360
is never going to happen in

00:35:12.400 --> 00:35:13.000
a million years.

00:35:13.059 --> 00:35:14.001
But if it does,

00:35:14.601 --> 00:35:16.123
you want to be ready to

00:35:16.224 --> 00:35:17.065
leverage that event.

00:35:18.134 --> 00:35:19.315
Do you remember when someone

00:35:19.375 --> 00:35:20.576
famous actually tried to

00:35:21.996 --> 00:35:23.356
prove what you're just talking about,

00:35:23.396 --> 00:35:23.697
Tony?

00:35:23.818 --> 00:35:25.978
Do you remember when it was

00:35:26.018 --> 00:35:27.760
a late night host tried to

00:35:28.179 --> 00:35:29.701
fake a video going viral

00:35:29.800 --> 00:35:31.661
and it worked and then he

00:35:31.702 --> 00:35:32.842
was there for the big reveal?

00:35:32.862 --> 00:35:32.902
No.

00:35:34.501 --> 00:35:35.882
So this was Jimmy Kimmel.

00:35:36.402 --> 00:35:38.224
There was a video that went viral.

00:35:38.244 --> 00:35:40.106
It was a girl doing a handstand.

00:35:40.146 --> 00:35:41.746
Her friend opens the door.

00:35:42.007 --> 00:35:42.947
Oh, that was fake?

00:35:43.347 --> 00:35:44.588
She falls over,

00:35:45.289 --> 00:35:46.690
kicks the candles over in

00:35:46.731 --> 00:35:47.710
the bottom left there,

00:35:47.931 --> 00:35:49.773
and the house sets on fire.

00:35:50.152 --> 00:35:51.773
What you saw or what you

00:35:51.813 --> 00:35:53.876
didn't see later was Jimmy

00:35:53.936 --> 00:35:56.277
Kimmel was essentially behind this.

00:35:56.358 --> 00:35:57.277
And the way he sort of

00:35:57.338 --> 00:35:59.619
proved it was they shot the

00:35:59.659 --> 00:36:00.701
video all together.

00:36:01.704 --> 00:36:02.865
So Jimmy Kimmel was there

00:36:02.905 --> 00:36:04.028
when the video was being shot.

00:36:04.048 --> 00:36:05.731
Cause it was his behind the scenes, right?

00:36:05.771 --> 00:36:06.293
That made it look.

00:36:06.713 --> 00:36:07.215
And then when they,

00:36:07.295 --> 00:36:08.376
they showed an alternate

00:36:08.476 --> 00:36:10.340
extended version of the

00:36:10.380 --> 00:36:11.563
video and outcomes,

00:36:11.603 --> 00:36:12.865
Jimmy wearing the same outfit.

00:36:13.978 --> 00:36:16.440
And he's saying like this was a setup.

00:36:16.960 --> 00:36:19.643
But also they had a running start,

00:36:19.702 --> 00:36:21.023
but they looked at the formula.

00:36:21.063 --> 00:36:22.405
It's got to look natural.

00:36:22.505 --> 00:36:23.786
People don't like the setup.

00:36:24.106 --> 00:36:25.327
When we start smelling that

00:36:25.367 --> 00:36:26.427
setup and we are getting

00:36:27.009 --> 00:36:28.208
smarter and smarter and

00:36:28.248 --> 00:36:29.851
more savvy and more savvy every day.

00:36:30.190 --> 00:36:32.132
So there's a lesson in this too,

00:36:32.192 --> 00:36:33.753
which is when your ad or

00:36:33.793 --> 00:36:34.813
your communication starts

00:36:34.853 --> 00:36:36.094
to sound like everybody else,

00:36:36.574 --> 00:36:38.056
it blends in like wallpaper.

00:36:38.856 --> 00:36:40.717
And that is quite literally the opposite.

00:36:40.737 --> 00:36:41.717
So when people come to me and they go,

00:36:41.998 --> 00:36:43.418
what formulas are working?

00:36:43.539 --> 00:36:44.298
I go, I don't know.

00:36:44.778 --> 00:36:45.639
I sort of don't care what

00:36:45.679 --> 00:36:46.539
formulas are working now.

00:36:46.860 --> 00:36:47.239
I want to know,

00:36:47.260 --> 00:36:48.161
I want to understand what

00:36:48.181 --> 00:36:49.380
the audience has not been

00:36:49.420 --> 00:36:51.202
exposed to because that's

00:36:51.402 --> 00:36:53.503
signal versus noise.

00:36:53.603 --> 00:36:54.543
Noise is everything out

00:36:54.563 --> 00:36:55.222
there in the world.

00:36:55.643 --> 00:36:56.864
Signal is the message, right?

00:36:56.884 --> 00:36:57.483
You've all been on the

00:36:57.503 --> 00:36:58.643
walkie talkie as a kid and

00:36:59.144 --> 00:36:59.784
you're sitting there,

00:37:00.144 --> 00:37:00.965
you're trying to make sure

00:37:00.985 --> 00:37:01.826
your friend can hear what

00:37:01.865 --> 00:37:03.525
you're saying outside of the static.

00:37:04.226 --> 00:37:06.827
And I think this Hawk to a girl was the,

00:37:07.047 --> 00:37:08.027
was the thing, right?

00:37:09.519 --> 00:37:09.900
Yeah.

00:37:10.561 --> 00:37:12.402
Going back to Scott's comment.

00:37:13.422 --> 00:37:13.862
I don't know,

00:37:14.164 --> 00:37:15.083
but if she did start a

00:37:15.123 --> 00:37:16.726
YouTube channel or something like that,

00:37:17.626 --> 00:37:18.766
I think that would be her

00:37:18.827 --> 00:37:20.489
opportunity to interview

00:37:20.548 --> 00:37:21.630
and talk to other people

00:37:21.670 --> 00:37:22.690
that have gone viral,

00:37:23.110 --> 00:37:25.492
like go out and find those viral hits,

00:37:25.572 --> 00:37:26.934
those one hit wonders.

00:37:27.634 --> 00:37:29.076
Um, and just, you know,

00:37:29.155 --> 00:37:30.436
kind of talk to them about

00:37:30.476 --> 00:37:32.777
the experience and share it and, and

00:37:33.759 --> 00:37:34.780
That would be my first

00:37:34.840 --> 00:37:36.041
thought for something like that.

00:37:36.061 --> 00:37:37.382
All right, let's play this game.

00:37:37.661 --> 00:37:39.384
She's going to be on this

00:37:39.443 --> 00:37:40.523
podcast and she's going to

00:37:40.543 --> 00:37:41.324
sit and she's sitting there.

00:37:41.364 --> 00:37:42.425
So I don't know what to do.

00:37:43.606 --> 00:37:46.648
I would tell her to tell me about you.

00:37:47.429 --> 00:37:49.050
Tell me about you because I

00:37:49.070 --> 00:37:49.931
don't know what I'm working with.

00:37:50.032 --> 00:37:51.152
All I know right now is you

00:37:51.172 --> 00:37:52.653
got a hot eight seconds of

00:37:52.713 --> 00:37:54.195
the thing that came out of your mouth.

00:37:54.255 --> 00:37:55.456
Now you got the world looking at you.

00:37:56.197 --> 00:37:56.737
Take a beat.

00:37:57.485 --> 00:37:58.186
Tell me about you.

00:37:58.927 --> 00:38:02.248
Maybe she's a classically trained cellist.

00:38:02.568 --> 00:38:03.248
I don't know.

00:38:04.009 --> 00:38:05.730
But we have to yes and this

00:38:05.929 --> 00:38:06.489
with something.

00:38:07.030 --> 00:38:07.871
She can't just run around

00:38:07.891 --> 00:38:09.532
repeating the same phrase.

00:38:09.891 --> 00:38:10.132
I mean,

00:38:10.532 --> 00:38:12.012
the easy version would be like she

00:38:12.052 --> 00:38:13.793
goes to an adult website

00:38:13.914 --> 00:38:14.914
and that's a way to cash in

00:38:14.974 --> 00:38:17.655
on this or the ways only fans, right?

00:38:17.815 --> 00:38:18.076
Okay.

00:38:18.556 --> 00:38:19.396
Which, hang on,

00:38:19.436 --> 00:38:20.297
we have to Google because

00:38:20.336 --> 00:38:21.117
that could have happened in

00:38:21.137 --> 00:38:21.557
the overnight.

00:38:21.958 --> 00:38:24.539
But it starts with the person, right?

00:38:25.840 --> 00:38:28.221
She's a lot like a wooden roller coaster.

00:38:28.902 --> 00:38:30.282
Wait a minute, see where I'm going.

00:38:30.682 --> 00:38:31.842
The wooden roller coaster is

00:38:32.023 --> 00:38:33.063
dragged up there with a

00:38:33.123 --> 00:38:34.184
chain and lets it go.

00:38:35.250 --> 00:38:36.170
Because of physics,

00:38:36.490 --> 00:38:38.572
it can never be as high again, right?

00:38:39.012 --> 00:38:40.675
Unless other energy is brought into it.

00:38:41.215 --> 00:38:42.195
So my question is,

00:38:42.436 --> 00:38:43.757
what else can you add to this?

00:38:43.777 --> 00:38:44.637
Because right now you're

00:38:44.677 --> 00:38:46.539
just on the downslope of

00:38:46.579 --> 00:38:47.179
that roller coaster.

00:38:47.199 --> 00:38:48.081
You're riding this out.

00:38:48.561 --> 00:38:51.403
Unless we add something to it.

00:38:51.443 --> 00:38:52.324
So I would start with her.

00:38:52.445 --> 00:38:53.485
I don't know anything about

00:38:53.525 --> 00:38:54.586
her outside that she had an

00:38:54.626 --> 00:38:55.688
eight-minute viral moment.

00:38:56.909 --> 00:38:57.188
Yeah.

00:38:57.570 --> 00:38:58.791
My last question for Jimmy

00:38:58.831 --> 00:39:01.253
before we hit Dave's topic is,

00:39:02.190 --> 00:39:03.311
You were in radio.

00:39:03.751 --> 00:39:05.052
We know there are one hit

00:39:05.112 --> 00:39:06.253
wonders on radio.

00:39:06.293 --> 00:39:07.514
You hit that one song.

00:39:07.534 --> 00:39:08.094
Yep.

00:39:08.635 --> 00:39:10.536
You know, I always thought personally,

00:39:11.097 --> 00:39:12.699
and this is just within my nature.

00:39:13.679 --> 00:39:15.021
If I had one big hit,

00:39:15.340 --> 00:39:18.163
if I could put $10 million in the bank,

00:39:18.184 --> 00:39:20.184
I think I'd be happy.

00:39:20.284 --> 00:39:21.065
I think I'd be good.

00:39:21.106 --> 00:39:21.606
I'd be done.

00:39:21.666 --> 00:39:24.309
I wouldn't try to like capture that,

00:39:24.409 --> 00:39:26.190
you know, rush again.

00:39:27.891 --> 00:39:29.432
But what would you do?

00:39:29.492 --> 00:39:30.454
You'd go back to doing you.

00:39:31.217 --> 00:39:31.438
right?

00:39:31.657 --> 00:39:32.739
You'd put $10 million in the

00:39:32.759 --> 00:39:33.500
bank and you'd probably

00:39:33.519 --> 00:39:34.659
just go back to doing you, right?

00:39:34.679 --> 00:39:36.201
You wouldn't just pack it up, would you?

00:39:36.260 --> 00:39:37.202
I mean, some of them do.

00:39:37.681 --> 00:39:38.583
I don't know.

00:39:39.202 --> 00:39:39.784
I really don't.

00:39:40.184 --> 00:39:42.365
I mean, one of the biggest one-hit wonder,

00:39:42.385 --> 00:39:43.646
and I'll take some heat for this,

00:39:43.706 --> 00:39:44.726
is I went to a Survivor

00:39:44.766 --> 00:39:45.867
concert and they opened

00:39:45.947 --> 00:39:47.648
with Eye of the Tiger and

00:39:47.889 --> 00:39:49.650
closed with Eye of the Tiger,

00:39:49.710 --> 00:39:50.630
which is an aggressive move,

00:39:50.931 --> 00:39:52.552
but it just showed me they got it.

00:39:52.753 --> 00:39:54.353
Like, you came here for this.

00:39:55.434 --> 00:39:55.875
Is there another?

00:39:55.934 --> 00:39:56.295
I don't know.

00:39:56.335 --> 00:39:57.536
Is there another song?

00:39:57.755 --> 00:39:58.115
Probably.

00:39:58.135 --> 00:39:59.297
They had a concert.

00:40:01.271 --> 00:40:01.690
But I think,

00:40:01.710 --> 00:40:02.632
you know who I was listening

00:40:02.652 --> 00:40:03.211
to the other day?

00:40:03.231 --> 00:40:04.273
Do you know the story behind

00:40:04.313 --> 00:40:05.032
Hootie and the Blowfish?

00:40:05.333 --> 00:40:06.074
And I didn't know this.

00:40:06.833 --> 00:40:07.534
The reason Hootie and the

00:40:07.554 --> 00:40:09.516
Blowfish became who we know

00:40:09.556 --> 00:40:10.556
Hootie and the Blowfish was

00:40:10.956 --> 00:40:12.217
David Letterman happened to

00:40:12.237 --> 00:40:13.798
be driving in his car one

00:40:13.818 --> 00:40:16.179
day and heard one Hootie

00:40:17.081 --> 00:40:18.101
and the Blowfish song on a

00:40:18.221 --> 00:40:19.681
random radio station and said,

00:40:19.782 --> 00:40:21.503
I want them on my show tomorrow.

00:40:21.902 --> 00:40:23.724
And he had them back like 10 times.

00:40:24.704 --> 00:40:25.706
And it shows you,

00:40:25.826 --> 00:40:26.565
like the lesson there is

00:40:26.585 --> 00:40:28.608
Hootie and the Blowfish is a good band,

00:40:28.688 --> 00:40:28.967
right?

00:40:29.327 --> 00:40:30.027
Jam out, right?

00:40:30.047 --> 00:40:30.088
In 1997.

00:40:32.210 --> 00:40:33.311
There's lots of bands that

00:40:33.331 --> 00:40:34.894
are probably better than them.

00:40:34.956 --> 00:40:36.518
And I know it's music, it's subjective,

00:40:36.559 --> 00:40:37.481
but there's lots of bands

00:40:37.521 --> 00:40:40.246
that probably could have had more songs.

00:40:40.766 --> 00:40:42.331
They just didn't have the reach.

00:40:43.364 --> 00:40:45.126
So if a different band had

00:40:45.146 --> 00:40:46.788
been put on Letterman,

00:40:46.827 --> 00:40:47.827
they could have been even bigger.

00:40:48.248 --> 00:40:48.929
There's a lot of bands that

00:40:48.949 --> 00:40:49.630
are on Letterman that we've

00:40:49.710 --> 00:40:51.251
never heard from again, right?

00:40:51.931 --> 00:40:53.271
So now you have a conundrum.

00:40:53.291 --> 00:40:54.853
We have these little things.

00:40:54.853 --> 00:40:57.235
2008, Steve Jobs introduced his smartphone,

00:40:57.255 --> 00:40:58.235
and we got the interwebs,

00:40:58.295 --> 00:40:59.637
those things combined.

00:41:00.318 --> 00:41:01.679
Now you have access to the world.

00:41:01.699 --> 00:41:03.659
The problem is everybody has

00:41:03.760 --> 00:41:04.581
access to the world.

00:41:04.981 --> 00:41:06.942
So it's noisy.

00:41:06.961 --> 00:41:07.862
It's becoming noisier.

00:41:07.882 --> 00:41:08.902
It's getting noisier tomorrow.

00:41:09.503 --> 00:41:11.143
I say if I'm going to if I'm

00:41:11.164 --> 00:41:12.684
going to rack this segment up with a bow,

00:41:12.784 --> 00:41:14.346
it's she's got her moment.

00:41:14.726 --> 00:41:15.867
I need to know more about

00:41:15.927 --> 00:41:17.447
her now to see if there's

00:41:17.568 --> 00:41:20.148
anything else in the tank or hey, I mean,

00:41:20.188 --> 00:41:20.728
good for you.

00:41:20.869 --> 00:41:22.190
Ride this off into the sunset.

00:41:22.309 --> 00:41:23.751
I'm I'm not hating on her.

00:41:24.271 --> 00:41:24.791
Good on you.

00:41:24.871 --> 00:41:25.391
I'm jealous.

00:41:26.452 --> 00:41:26.751
Yeah.

00:41:27.373 --> 00:41:28.273
Dave, what's on your mind?

00:41:30.822 --> 00:41:32.322
All right, on my mind, spoke with,

00:41:32.503 --> 00:41:33.184
I want to make sure I get

00:41:33.204 --> 00:41:34.905
the name correct, Scott Gardner.

00:41:35.146 --> 00:41:36.467
Scott Gardner spoke with him yesterday.

00:41:36.487 --> 00:41:39.809
A physical therapist, practice owner.

00:41:39.889 --> 00:41:41.851
I forget where he's located.

00:41:41.871 --> 00:41:43.092
He's got four clinics.

00:41:44.632 --> 00:41:45.554
Maryland, thank you.

00:41:46.815 --> 00:41:47.456
Long story short,

00:41:47.496 --> 00:41:49.157
he is starting or has

00:41:49.197 --> 00:41:50.318
started United Physical

00:41:50.338 --> 00:41:51.179
Therapy Association.

00:41:51.219 --> 00:41:54.041
So this is like a, there's like,

00:41:54.061 --> 00:41:55.661
what is it like with like a spite?

00:41:55.702 --> 00:41:57.344
Like, I don't know if you guys saw, Jimmy,

00:41:57.364 --> 00:41:58.644
you've watched Curb Your Enthusiasm?

00:41:59.005 --> 00:41:59.184
Have you?

00:41:59.244 --> 00:41:59.385
No?

00:41:59.846 --> 00:41:59.925
No.

00:42:02.074 --> 00:42:04.693
In the show, there's a place called Latte,

00:42:05.173 --> 00:42:06.695
no, Latte Larry's, Mocha Joe.

00:42:06.715 --> 00:42:08.494
There's a coffee shop called Mocha Joe.

00:42:08.574 --> 00:42:10.215
Larry David has all these issues with it.

00:42:10.255 --> 00:42:11.436
The scones are too dry.

00:42:11.496 --> 00:42:12.536
The coffee's not hot enough.

00:42:12.556 --> 00:42:13.856
The tables wobble, all that.

00:42:14.217 --> 00:42:14.797
Right next door,

00:42:14.856 --> 00:42:17.318
he opens up a place called Latte Larry's.

00:42:17.418 --> 00:42:18.838
It's a spite store.

00:42:19.137 --> 00:42:22.679
He opens up a store to spite Mocha Joe's,

00:42:23.079 --> 00:42:24.739
a coffee shop next to a coffee shop.

00:42:25.356 --> 00:42:27.617
Um, that's, uh, I don't, I'm joking,

00:42:27.797 --> 00:42:28.659
you know, but this,

00:42:28.798 --> 00:42:29.860
this is what Scott is doing.

00:42:29.900 --> 00:42:30.760
He's starting a,

00:42:31.221 --> 00:42:34.344
a new association in physical therapy,

00:42:35.364 --> 00:42:36.545
specifically around, uh,

00:42:36.626 --> 00:42:38.106
physical therapist practices,

00:42:38.246 --> 00:42:38.867
reimbursement.

00:42:39.268 --> 00:42:40.088
And one of his things

00:42:40.208 --> 00:42:41.909
actually I can get on board with,

00:42:41.949 --> 00:42:43.050
and I can agree because I

00:42:43.271 --> 00:42:44.231
did a video on it recently

00:42:44.612 --> 00:42:46.653
about equal pay and the

00:42:46.693 --> 00:42:48.114
physical therapy contracts, uh,

00:42:48.135 --> 00:42:49.036
the reimbursement contracts

00:42:49.056 --> 00:42:49.797
between hospital.

00:42:50.273 --> 00:42:51.253
Satellite offices for

00:42:51.313 --> 00:42:52.554
physical therapy versus

00:42:52.653 --> 00:42:53.375
private practices.

00:42:53.414 --> 00:42:54.635
We've gone through it a bunch of times.

00:42:54.954 --> 00:42:57.195
They get paid, you know,

00:42:57.195 --> 00:43:01.358
2.5 to 3X or more per unit and per visit.

00:43:02.219 --> 00:43:04.460
And so Scott found a whole

00:43:04.480 --> 00:43:05.199
bunch of information,

00:43:05.219 --> 00:43:06.340
which Jimmy said was public.

00:43:06.380 --> 00:43:08.181
I didn't realize, you know,

00:43:08.202 --> 00:43:09.302
a nonprofit like APTA,

00:43:09.322 --> 00:43:10.902
all their information, the 990 forms,

00:43:10.943 --> 00:43:11.782
all this stuff is public.

00:43:12.784 --> 00:43:15.284
And Scott was saying that, you know,

00:43:15.344 --> 00:43:18.867
he is dissatisfied with the APTA program.

00:43:19.838 --> 00:43:20.918
executives and leadership

00:43:20.998 --> 00:43:21.880
and the people who work at

00:43:21.920 --> 00:43:25.702
the APTA specifically,

00:43:25.882 --> 00:43:27.043
or there's a bunch of specifics,

00:43:27.083 --> 00:43:28.885
but part of it is they have

00:43:29.706 --> 00:43:31.588
really big salaries where they work.

00:43:31.648 --> 00:43:33.688
They have matching 401k.

00:43:33.728 --> 00:43:35.331
They have an increase of cost of living,

00:43:35.351 --> 00:43:36.391
a cost of living increase

00:43:36.431 --> 00:43:38.333
like every year as like an

00:43:38.373 --> 00:43:39.813
executive or an SVP or

00:43:39.833 --> 00:43:40.655
whatever the roles are.

00:43:41.735 --> 00:43:43.757
They have access to a big gym.

00:43:43.797 --> 00:43:45.418
They have access to all this

00:43:45.438 --> 00:43:46.079
stuff in terms of

00:43:46.139 --> 00:43:47.721
compensation and benefits and all that.

00:43:48.476 --> 00:43:49.597
And Scott was like,

00:43:49.876 --> 00:43:51.597
that doesn't sound like you or I,

00:43:51.998 --> 00:43:52.918
or it doesn't sound like

00:43:52.938 --> 00:43:53.960
most practice owners have

00:43:54.000 --> 00:43:55.320
access to that across the country, right?

00:43:55.880 --> 00:43:56.561
And I'm like, well,

00:43:56.882 --> 00:43:57.882
I didn't really go into my

00:43:57.902 --> 00:43:59.864
whole thing with my business model,

00:43:59.903 --> 00:44:00.485
but it's like, yeah,

00:44:00.565 --> 00:44:01.545
I understand what you mean.

00:44:01.565 --> 00:44:03.266
And practice owners are

00:44:03.646 --> 00:44:04.708
being reimbursed the same

00:44:04.967 --> 00:44:05.889
dollar amount as they did

00:44:05.889 --> 00:44:07.048
15 years ago or whatever.

00:44:07.168 --> 00:44:10.012
So Scott is starting United

00:44:10.072 --> 00:44:11.092
Physical Therapy Association.

00:44:11.152 --> 00:44:12.413
He told me he's got like 12

00:44:12.413 --> 00:44:14.195
people already on a board.

00:44:14.875 --> 00:44:16.596
They're gonna ramp up and

00:44:16.735 --> 00:44:17.516
open up a website

00:44:17.920 --> 00:44:21.501
in August, which is why, um, I mean,

00:44:21.543 --> 00:44:22.342
Jimmy wanted to have them

00:44:22.402 --> 00:44:23.603
on as soon as possible.

00:44:24.224 --> 00:44:24.364
Um,

00:44:24.724 --> 00:44:26.184
and I asked him to do an interview on

00:44:26.204 --> 00:44:29.045
my show and Scott was not

00:44:29.085 --> 00:44:29.686
interested right now,

00:44:29.706 --> 00:44:30.826
but maybe next month.

00:44:31.467 --> 00:44:33.447
Um, before we get into all that, like,

00:44:33.867 --> 00:44:34.047
you know,

00:44:34.088 --> 00:44:35.487
I don't know if there's room for

00:44:35.507 --> 00:44:36.449
another association.

00:44:36.909 --> 00:44:37.389
Um, if,

00:44:37.688 --> 00:44:39.449
if we're all going to these

00:44:39.510 --> 00:44:40.489
legislators and we're

00:44:40.510 --> 00:44:41.751
trying to do just lobbying

00:44:41.791 --> 00:44:43.010
or meeting them, uh,

00:44:43.070 --> 00:44:44.672
he gave the example of like, you know,

00:44:44.692 --> 00:44:44.731
he,

00:44:45.822 --> 00:44:47.742
APT goes into a state

00:44:47.802 --> 00:44:49.244
representative's room to

00:44:49.324 --> 00:44:50.605
say hello and pitch them an

00:44:50.664 --> 00:44:52.226
idea or lobby or whatever.

00:44:52.726 --> 00:44:53.887
And then APT leaves and then

00:44:53.967 --> 00:44:55.208
in walks him and United

00:44:55.268 --> 00:44:56.409
Physical Therapy Association.

00:44:56.728 --> 00:44:58.891
So he does acknowledge that

00:44:59.811 --> 00:45:00.731
the association,

00:45:00.771 --> 00:45:01.893
the whole profession of

00:45:01.913 --> 00:45:03.713
physical therapy needs to have one voice.

00:45:03.733 --> 00:45:05.014
So he does.

00:45:05.295 --> 00:45:07.235
He did say that he and

00:45:07.295 --> 00:45:08.876
United and APT would have

00:45:08.916 --> 00:45:11.298
to work together in some form or fashion.

00:45:11.974 --> 00:45:14.277
Um, before we get into deep, um,

00:45:14.456 --> 00:45:15.396
what are your just initial

00:45:15.416 --> 00:45:16.117
thoughts or takeaways?

00:45:16.157 --> 00:45:16.998
I know Jimmy's got some

00:45:17.458 --> 00:45:19.159
sentiments being in the Facebook group,

00:45:19.900 --> 00:45:20.320
uh, either,

00:45:20.360 --> 00:45:22.360
either Jimmy or Tony on what

00:45:22.380 --> 00:45:22.981
you guys think of this.

00:45:24.443 --> 00:45:25.262
Tony, I'll let you go first.

00:45:26.304 --> 00:45:26.364
Uh,

00:45:27.119 --> 00:45:27.539
I don't know.

00:45:27.559 --> 00:45:29.500
I'm kind of neutral.

00:45:29.559 --> 00:45:30.360
I'm indifferent.

00:45:30.440 --> 00:45:30.980
You know,

00:45:31.659 --> 00:45:33.101
every organization is going to

00:45:33.121 --> 00:45:34.101
have its pros and cons.

00:45:35.760 --> 00:45:38.101
When you first started talking about this,

00:45:38.181 --> 00:45:39.322
I was looking online

00:45:39.342 --> 00:45:40.882
because I thought it was a

00:45:40.943 --> 00:45:41.983
different organization.

00:45:42.043 --> 00:45:43.443
I'm looking at Alliance for

00:45:43.503 --> 00:45:45.684
Physical Therapy Quality and Innovation.

00:45:46.443 --> 00:45:47.306
I don't know if these are

00:45:47.326 --> 00:45:48.527
the guys that I remember

00:45:48.586 --> 00:45:49.628
hearing about that were

00:45:49.648 --> 00:45:50.969
going to be competitive to

00:45:51.010 --> 00:45:53.634
the APTA or something.

00:45:53.653 --> 00:45:55.797
And then I know there are

00:45:55.817 --> 00:45:57.077
Facebook groups out there

00:45:57.159 --> 00:45:58.099
where they're talking about

00:45:58.179 --> 00:46:00.143
starting like a physical therapy union or

00:46:01.300 --> 00:46:01.739
I don't know.

00:46:01.760 --> 00:46:03.882
I mean, if there's demand in the market,

00:46:04.161 --> 00:46:06.423
if the consumer, in this case,

00:46:06.523 --> 00:46:08.365
physical therapists are

00:46:08.425 --> 00:46:11.068
looking for this kind of thing, fine.

00:46:11.268 --> 00:46:12.188
Somebody can do it better.

00:46:12.289 --> 00:46:13.610
Somebody always can do it better.

00:46:13.630 --> 00:46:15.072
I don't know.

00:46:15.331 --> 00:46:16.273
Jimmy, what are you thinking?

00:46:16.856 --> 00:46:17.777
The market decides.

00:46:18.818 --> 00:46:20.519
So yeah, I looked at this.

00:46:20.539 --> 00:46:21.661
I was like, this is interesting.

00:46:23.061 --> 00:46:24.083
I asked questions.

00:46:25.083 --> 00:46:26.045
Here's what I looked at this as.

00:46:26.304 --> 00:46:27.126
There's a bunch of people

00:46:27.166 --> 00:46:28.166
who aren't happy with what

00:46:28.246 --> 00:46:30.148
APTA is or is not doing.

00:46:30.329 --> 00:46:31.148
And I understand that.

00:46:31.429 --> 00:46:32.431
There is no perfection.

00:46:32.990 --> 00:46:34.291
So they're deciding to start their own.

00:46:35.592 --> 00:46:37.394
When they were starting on

00:46:37.454 --> 00:46:38.155
the things that they're

00:46:38.175 --> 00:46:40.416
going to be able to provide, provide.

00:46:41.157 --> 00:46:42.219
provides an outcome.

00:46:42.518 --> 00:46:44.099
We are going to lower this

00:46:44.199 --> 00:46:46.001
or improve this or bring

00:46:46.061 --> 00:46:47.242
this or reduce that.

00:46:47.882 --> 00:46:49.302
I then ask, how?

00:46:51.384 --> 00:46:52.364
And then I was told, well,

00:46:52.405 --> 00:46:53.885
we're going to share that later.

00:46:54.726 --> 00:46:56.307
So I pushed and said, well,

00:46:56.347 --> 00:46:57.748
do you have any experience

00:46:58.429 --> 00:46:59.349
doing these things?

00:47:01.570 --> 00:47:02.431
And I told I would get that

00:47:02.471 --> 00:47:03.931
information later.

00:47:04.753 --> 00:47:05.652
So this sound, this,

00:47:05.813 --> 00:47:06.713
and I'm not knocking it.

00:47:06.773 --> 00:47:07.635
Like if you want to start

00:47:07.675 --> 00:47:09.376
another association, do it.

00:47:10.690 --> 00:47:12.472
This feels a lot like when

00:47:12.612 --> 00:47:13.893
the 11th grader is running

00:47:13.934 --> 00:47:15.614
for president in high school and says,

00:47:15.635 --> 00:47:16.516
I'm going to change the

00:47:16.675 --> 00:47:18.018
menu in the cafeteria.

00:47:18.538 --> 00:47:18.777
And they go,

00:47:18.797 --> 00:47:20.280
do you have any experience doing that?

00:47:20.559 --> 00:47:22.360
They say, no, but we know the food sucks.

00:47:22.981 --> 00:47:25.483
OK, I agree with you that the food sucks,

00:47:25.925 --> 00:47:27.585
but I don't know if you're the person.

00:47:28.286 --> 00:47:29.126
I think I should be talking

00:47:29.146 --> 00:47:30.728
to the CFO or the person

00:47:30.789 --> 00:47:32.230
who does the budgeting for

00:47:32.269 --> 00:47:33.030
the for the menu.

00:47:33.809 --> 00:47:34.809
So, you know,

00:47:35.710 --> 00:47:36.771
I don't know if these people

00:47:36.791 --> 00:47:38.353
can build a better mousetrap.

00:47:38.893 --> 00:47:40.213
That's why I joined the Facebook group.

00:47:40.253 --> 00:47:41.876
I was eager to see what they were doing.

00:47:42.275 --> 00:47:43.556
I didn't see a whole lot of plans,

00:47:43.617 --> 00:47:44.498
but maybe they're coming

00:47:44.538 --> 00:47:45.159
and maybe August.

00:47:45.199 --> 00:47:45.778
For a while there,

00:47:45.798 --> 00:47:46.940
it was July 4th was going

00:47:46.960 --> 00:47:47.701
to be the big launch.

00:47:48.742 --> 00:47:49.661
Now it looks like August.

00:47:50.682 --> 00:47:50.983
Yeah.

00:47:51.204 --> 00:47:53.184
So Tony mentioned Alliance

00:47:53.244 --> 00:47:53.945
for Physical Therapy

00:47:53.965 --> 00:47:54.907
Quality and Innovation.

00:47:54.927 --> 00:47:57.949
So I asked him about that group as well.

00:47:57.969 --> 00:47:59.090
Apparently that group is

00:47:59.309 --> 00:48:00.992
kind of affiliated with APTA and the

00:48:02.032 --> 00:48:02.692
Alliance for Physical

00:48:02.731 --> 00:48:03.831
Therapy Quality and Innovation.

00:48:03.871 --> 00:48:08.974
So AEPTQI is basically the bigger chains,

00:48:08.994 --> 00:48:10.094
the bigger groups,

00:48:10.574 --> 00:48:11.494
the big practice owners.

00:48:11.514 --> 00:48:12.153
So the ones that are

00:48:12.213 --> 00:48:13.193
basically like a hundred

00:48:13.253 --> 00:48:14.355
locations or more,

00:48:14.934 --> 00:48:17.215
they pay like $75,000 a

00:48:17.275 --> 00:48:18.916
year as like a membership fee.

00:48:18.936 --> 00:48:20.016
So obviously you gotta be

00:48:20.056 --> 00:48:22.476
like a fairly big dog to be like, oh yeah,

00:48:22.536 --> 00:48:23.777
like I'll pay 75 grand to

00:48:23.797 --> 00:48:24.436
be part of this.

00:48:24.836 --> 00:48:25.456
It's like, you know,

00:48:25.516 --> 00:48:26.617
strength in numbers kind of thing.

00:48:28.217 --> 00:48:29.697
So that's part of,

00:48:30.367 --> 00:48:31.768
kind of affiliated with APTA.

00:48:31.827 --> 00:48:32.929
So they're not trying to do

00:48:32.969 --> 00:48:33.469
their own thing.

00:48:33.510 --> 00:48:34.349
They're trying to, you know,

00:48:34.409 --> 00:48:35.231
do strength in numbers.

00:48:35.652 --> 00:48:36.833
I think with APTA,

00:48:37.313 --> 00:48:38.414
I do think it would be kind

00:48:38.434 --> 00:48:41.896
of a big challenge here for

00:48:42.197 --> 00:48:43.818
Scott and United Physical

00:48:43.838 --> 00:48:44.539
Therapy Association.

00:48:44.559 --> 00:48:46.059
I'm kind of curious to see how it'll go.

00:48:46.521 --> 00:48:47.722
The one thing he did mention

00:48:48.141 --> 00:48:49.643
about the whole equal pay thing.

00:48:49.684 --> 00:48:51.164
So again, we've harped on it a bunch.

00:48:51.876 --> 00:48:52.297
hospital,

00:48:52.637 --> 00:48:55.077
hospital office or hospital can charge,

00:48:55.277 --> 00:48:55.498
you know,

00:48:55.518 --> 00:48:57.197
four units and for Medicare part

00:48:57.237 --> 00:48:58.559
B visit and they'll make 300 bucks.

00:48:58.599 --> 00:48:59.478
And then a private practice

00:48:59.518 --> 00:49:01.418
makes a hundred or $109 or

00:49:01.539 --> 00:49:03.780
whatever that's specifically, he said,

00:49:03.800 --> 00:49:05.599
and Scott,

00:49:05.619 --> 00:49:06.500
if you're listening or watching

00:49:06.539 --> 00:49:07.240
on the replay, whatever,

00:49:07.280 --> 00:49:08.501
if I get this wrong, you know,

00:49:08.561 --> 00:49:09.820
don't quote, don't quote me,

00:49:09.840 --> 00:49:10.840
don't quote Scott on this,

00:49:10.860 --> 00:49:11.782
but I think he said

00:49:11.822 --> 00:49:16.402
something like it equal pay was, uh,

00:49:16.483 --> 00:49:17.762
it had passed the Senate

00:49:18.222 --> 00:49:19.143
and then it got killed or

00:49:19.202 --> 00:49:20.224
something before, I guess,

00:49:20.324 --> 00:49:21.463
moving to the next level.

00:49:22.307 --> 00:49:25.409
Um, so that is something that someone,

00:49:25.449 --> 00:49:25.811
I don't know.

00:49:25.851 --> 00:49:26.030
I don't,

00:49:26.070 --> 00:49:27.472
I didn't even ask him cause we had

00:49:27.512 --> 00:49:29.072
a brief phone call.

00:49:29.353 --> 00:49:30.074
I didn't even ask him like

00:49:30.193 --> 00:49:30.914
who was pushing that.

00:49:30.954 --> 00:49:32.715
Was that APTA or like who

00:49:32.755 --> 00:49:34.336
was behind all that, the equal pay thing.

00:49:34.876 --> 00:49:36.637
But at least there's some

00:49:36.737 --> 00:49:37.619
momentum of that.

00:49:37.699 --> 00:49:39.340
I mean, cause if that, I mean, Tony,

00:49:39.380 --> 00:49:41.161
like if that were to happen, right.

00:49:41.481 --> 00:49:43.083
If you were getting 300 a

00:49:43.123 --> 00:49:44.503
visit or 275 a visit

00:49:44.724 --> 00:49:46.385
compared to a hundred, I mean,

00:49:47.005 --> 00:49:49.047
just overnight, it could,

00:49:49.226 --> 00:49:50.748
it could really change a practice.

00:49:50.768 --> 00:49:51.748
I think it really could.

00:49:52.775 --> 00:49:56.237
it could kind of include a

00:49:56.297 --> 00:49:57.579
cost of living increase

00:49:57.619 --> 00:49:59.559
over time where these units,

00:49:59.681 --> 00:50:00.840
the reimbursement has not

00:50:00.900 --> 00:50:03.923
changed over time for 15 or more years.

00:50:05.405 --> 00:50:05.925
That's a whole other

00:50:05.945 --> 00:50:07.085
conversation as to if

00:50:07.146 --> 00:50:07.786
practice owners will

00:50:07.827 --> 00:50:10.789
actually do something great

00:50:10.889 --> 00:50:12.409
or meaningful with the

00:50:12.730 --> 00:50:13.851
money to reinvest in their

00:50:13.891 --> 00:50:14.731
practice or pay the

00:50:14.751 --> 00:50:15.733
therapist more or whatever.

00:50:16.112 --> 00:50:17.193
That's a whole other conversation,

00:50:17.233 --> 00:50:18.675
but I'm kind of curious to

00:50:18.735 --> 00:50:20.155
see where this goes and

00:50:20.936 --> 00:50:22.117
I think Scott wanted to hold

00:50:22.157 --> 00:50:23.036
off on the media and the

00:50:23.056 --> 00:50:24.478
interviews and all that until August.

00:50:24.538 --> 00:50:26.239
So whenever he is ready,

00:50:26.739 --> 00:50:27.398
I definitely want to have

00:50:27.438 --> 00:50:28.780
him on my show or, you know,

00:50:28.960 --> 00:50:30.239
maybe it's up to you guys,

00:50:30.260 --> 00:50:31.300
maybe here or some other

00:50:31.780 --> 00:50:32.521
conversation with him.

00:50:32.561 --> 00:50:36.163
And we can kind of ask him

00:50:36.202 --> 00:50:37.164
these questions directly

00:50:37.284 --> 00:50:38.583
and kind of hear what type

00:50:38.603 --> 00:50:39.585
of momentum they have.

00:50:39.605 --> 00:50:41.706
And I think something reasonable also.

00:50:42.594 --> 00:50:44.034
is that the membership cost

00:50:44.114 --> 00:50:45.054
he was saying was going to

00:50:45.074 --> 00:50:46.474
be like $150 per year,

00:50:46.494 --> 00:50:47.615
which I think sounds

00:50:47.695 --> 00:50:48.976
cheaper than the APTA.

00:50:49.016 --> 00:50:52.416
I think APTA was two or three bucks.

00:50:52.556 --> 00:50:53.717
So the Facebook group wound

00:50:53.757 --> 00:50:55.498
up being what happens, right?

00:50:55.538 --> 00:50:56.398
When a bunch of people get

00:50:56.498 --> 00:50:58.139
together and they're mad about something.

00:50:58.438 --> 00:51:00.199
So one woman had thrown out an idea.

00:51:01.059 --> 00:51:02.240
Why doesn't APTA do a

00:51:02.300 --> 00:51:03.920
nationwide media campaign

00:51:03.960 --> 00:51:05.402
showing the value of physical therapy?

00:51:05.442 --> 00:51:06.842
Because I'm a private practitioner.

00:51:07.322 --> 00:51:09.063
And I asked, what do you think?

00:51:10.159 --> 00:51:12.041
a nationwide multimedia

00:51:12.081 --> 00:51:13.081
campaign might cost?

00:51:13.621 --> 00:51:15.242
And she said, I have no idea.

00:51:15.942 --> 00:51:18.322
And I said, millions of dollars.

00:51:19.242 --> 00:51:20.403
I'm not saying don't do it.

00:51:20.583 --> 00:51:23.264
I'm saying, okay, hey, physical therapist,

00:51:23.505 --> 00:51:24.264
we have a goal.

00:51:25.206 --> 00:51:26.706
Everybody should know how great we are.

00:51:27.106 --> 00:51:28.027
But here we are,

00:51:28.666 --> 00:51:30.248
everybody not knowing how great we are.

00:51:30.628 --> 00:51:31.867
What is the distance cost?

00:51:33.009 --> 00:51:34.048
Millions of dollars.

00:51:34.208 --> 00:51:34.929
So if you start your new

00:51:34.969 --> 00:51:36.090
association and you're

00:51:36.110 --> 00:51:37.090
charging $150 per member,

00:51:40.793 --> 00:51:41.693
How are we going to get to

00:51:41.733 --> 00:51:42.755
the multimedia campaign?

00:51:42.775 --> 00:51:44.356
Because that one person is now saying,

00:51:44.755 --> 00:51:45.697
I want ice cream on the

00:51:45.717 --> 00:51:47.858
menu in the high school cafeteria.

00:51:48.297 --> 00:51:49.097
Make that happen.

00:51:49.538 --> 00:51:51.820
So I'm agreeing with you.

00:51:51.840 --> 00:51:52.820
I think everybody should

00:51:52.840 --> 00:51:53.760
know the value of that.

00:51:54.661 --> 00:51:55.320
But the question is,

00:51:55.501 --> 00:51:57.262
what business is APTA in?

00:51:57.382 --> 00:51:58.762
How many different fires can

00:51:58.782 --> 00:52:00.264
you expect one organization

00:52:00.284 --> 00:52:02.425
to put out for 500 bucks a year?

00:52:02.784 --> 00:52:03.286
Oh, my gosh.

00:52:03.326 --> 00:52:04.445
Membership is so expensive.

00:52:04.465 --> 00:52:04.925
500 bucks.

00:52:06.396 --> 00:52:07.918
What are you expecting with your $500?

00:52:08.699 --> 00:52:09.378
So that's the question.

00:52:09.818 --> 00:52:10.420
The other thing is,

00:52:10.440 --> 00:52:13.822
and I'm not a regulatory expert,

00:52:14.461 --> 00:52:16.423
so I will gladly reach out

00:52:16.443 --> 00:52:17.684
to APTA since I'm a member

00:52:17.724 --> 00:52:18.565
and bring one because I've

00:52:18.585 --> 00:52:20.186
had APTA regulatory and

00:52:20.306 --> 00:52:22.347
advocacy experts on my podcast.

00:52:23.748 --> 00:52:24.648
I think they think they had

00:52:24.668 --> 00:52:26.710
a smoking gun with the

00:52:26.851 --> 00:52:27.811
publicly available

00:52:27.990 --> 00:52:30.452
financials for a 501c3 organization,

00:52:30.472 --> 00:52:31.353
which APTA is,

00:52:31.713 --> 00:52:32.534
which how much they were

00:52:32.653 --> 00:52:34.114
spending of all the money

00:52:34.135 --> 00:52:35.096
they had to lobbying.

00:52:35.831 --> 00:52:36.552
There are rules.

00:52:37.052 --> 00:52:37.952
There are laws.

00:52:38.253 --> 00:52:41.235
This is why those things called PACs exist,

00:52:41.655 --> 00:52:42.936
why those people at APTA,

00:52:42.976 --> 00:52:44.117
CSM walk around in the red

00:52:44.177 --> 00:52:45.418
coats to raise money.

00:52:46.139 --> 00:52:47.280
As far as I know, again,

00:52:47.320 --> 00:52:48.382
don't quote me verbatim,

00:52:48.422 --> 00:52:49.922
but your membership dollars

00:52:50.503 --> 00:52:53.606
cannot legally be used to advocate.

00:52:54.521 --> 00:52:55.242
It can't be done.

00:52:55.682 --> 00:52:56.543
You have to give an,

00:52:56.682 --> 00:52:57.842
if you want to pay your membership,

00:52:57.882 --> 00:52:58.664
it's 500 bucks.

00:52:59.164 --> 00:53:00.184
Now you're an APTA member.

00:53:00.204 --> 00:53:01.065
You get all the rights and

00:53:01.485 --> 00:53:02.605
responsibilities therein.

00:53:03.085 --> 00:53:04.405
If you want to say, oh, I want to,

00:53:05.067 --> 00:53:06.106
I want lobbying dollars.

00:53:06.226 --> 00:53:07.467
You got to break out your wallet again.

00:53:07.748 --> 00:53:09.027
It needs to be separate.

00:53:09.188 --> 00:53:10.509
This is like it or not.

00:53:10.568 --> 00:53:12.510
That's just the laws of the United States.

00:53:13.150 --> 00:53:15.510
So I think that they're, they're,

00:53:15.590 --> 00:53:16.210
they're on the right.

00:53:17.072 --> 00:53:17.911
They're angry, right?

00:53:17.972 --> 00:53:18.492
Which is good.

00:53:18.572 --> 00:53:19.452
I'm angry for a lot of the

00:53:19.492 --> 00:53:20.932
same reasons and they want

00:53:20.952 --> 00:53:22.054
to create their own situation.

00:53:22.193 --> 00:53:22.554
Great.

00:53:24.291 --> 00:53:25.693
But I don't know if I don't.

00:53:26.054 --> 00:53:27.295
Here's the 12 people on their board.

00:53:27.315 --> 00:53:28.436
Do any of them have any

00:53:28.496 --> 00:53:29.737
experience doing that?

00:53:31.199 --> 00:53:32.099
I don't know the answer to that.

00:53:32.219 --> 00:53:33.621
I know Scott was APTA vice

00:53:33.681 --> 00:53:34.802
president for a couple of

00:53:34.822 --> 00:53:37.224
months and then he left to start this.

00:53:37.664 --> 00:53:38.306
As far as I know,

00:53:38.326 --> 00:53:39.807
that was his only actual

00:53:39.847 --> 00:53:41.429
association experience.

00:53:41.469 --> 00:53:42.230
I might be wrong, though.

00:53:42.269 --> 00:53:42.851
That's all I know.

00:53:43.789 --> 00:53:47.092
Yeah, Jimmy's using the words experience.

00:53:47.291 --> 00:53:48.253
I'm going to use the word

00:53:48.313 --> 00:53:49.434
competitive advantage.

00:53:50.094 --> 00:53:51.315
Like this is one of those

00:53:51.376 --> 00:53:53.538
things where if I had a

00:53:55.079 --> 00:53:56.780
senator in my back pocket

00:53:57.021 --> 00:53:58.501
that I knew he was going to

00:53:58.561 --> 00:54:00.103
do anything I told him to

00:54:00.143 --> 00:54:02.105
do because I had a video of

00:54:02.164 --> 00:54:03.806
him doing something inappropriate.

00:54:04.610 --> 00:54:05.510
then I would go and I would

00:54:05.530 --> 00:54:07.132
start an organization like this, right?

00:54:07.192 --> 00:54:08.291
If I had some,

00:54:10.612 --> 00:54:12.233
if I had some sort of

00:54:12.313 --> 00:54:14.853
advantage that I knew, you know,

00:54:14.972 --> 00:54:16.172
I was going to beat out the

00:54:16.193 --> 00:54:18.353
bigger players because of this.

00:54:19.074 --> 00:54:19.514
Okay.

00:54:19.634 --> 00:54:20.373
And maybe I just,

00:54:20.434 --> 00:54:22.394
I watched too many Netflix, you know,

00:54:22.875 --> 00:54:24.594
series like, um,

00:54:24.635 --> 00:54:26.335
house of cards and things like that.

00:54:26.976 --> 00:54:28.175
Uh, but that's the reality.

00:54:28.215 --> 00:54:30.155
I mean, politics is a dirty business.

00:54:30.215 --> 00:54:31.777
I don't think that shocks anybody,

00:54:32.336 --> 00:54:32.757
you know, um,

00:54:34.400 --> 00:54:35.820
I would need to know that

00:54:35.880 --> 00:54:37.722
there is something there or,

00:54:37.742 --> 00:54:40.262
and I'm not saying any of

00:54:40.322 --> 00:54:41.063
the people that we've

00:54:41.083 --> 00:54:42.983
talked about on the show is doing this,

00:54:43.083 --> 00:54:43.262
but,

00:54:44.023 --> 00:54:46.043
or I recently shared a post where I'm

00:54:46.083 --> 00:54:46.503
saying, look,

00:54:46.543 --> 00:54:47.983
are you selling a solution

00:54:48.023 --> 00:54:49.965
to the perceived problem or

00:54:50.025 --> 00:54:51.164
the actual problem?

00:54:51.644 --> 00:54:52.045
You know,

00:54:52.525 --> 00:54:54.646
if I just wanted to start an

00:54:54.706 --> 00:54:56.586
organization because I knew

00:54:56.646 --> 00:54:57.626
that a bunch of people were

00:54:57.666 --> 00:54:58.567
mad about something and

00:54:58.606 --> 00:54:59.487
they were gonna throw money

00:54:59.567 --> 00:55:00.688
at me because they thought

00:55:00.728 --> 00:55:01.788
that I had a solution,

00:55:02.748 --> 00:55:05.329
Am I selling into that anger

00:55:05.489 --> 00:55:07.130
and fear and anxiety and

00:55:07.190 --> 00:55:09.130
stuff and just monetizing that,

00:55:10.030 --> 00:55:11.291
giving them a fake solution

00:55:11.311 --> 00:55:12.630
that's never going to go anywhere?

00:55:13.371 --> 00:55:15.813
Or am I really trying to sell a solution?

00:55:15.853 --> 00:55:17.213
I think the only solution is

00:55:17.592 --> 00:55:19.773
you have to have a competitive advantage.

00:55:20.213 --> 00:55:21.134
If it's politics,

00:55:21.173 --> 00:55:22.114
you have to know that

00:55:22.175 --> 00:55:23.994
you're going to turn

00:55:24.054 --> 00:55:25.376
something and make somebody

00:55:25.436 --> 00:55:26.775
vote the way you want them to vote.

00:55:26.916 --> 00:55:28.817
Otherwise, you're just wasting money.

00:55:29.336 --> 00:55:30.538
And that's full circle, right?

00:55:30.657 --> 00:55:31.018
Which is...

00:55:32.047 --> 00:55:34.469
And I'm not in the political game,

00:55:34.509 --> 00:55:36.210
but it's a relationship business.

00:55:36.769 --> 00:55:38.231
You can be angry about it.

00:55:38.431 --> 00:55:39.431
You can try to change the

00:55:39.492 --> 00:55:40.431
system here in America.

00:55:41.273 --> 00:55:43.233
But it's not easy because it's so large.

00:55:43.273 --> 00:55:44.634
The system does not want to be changed.

00:55:44.673 --> 00:55:45.534
The people in the political

00:55:45.574 --> 00:55:46.835
system are happy with the

00:55:46.875 --> 00:55:47.715
current system because they

00:55:47.755 --> 00:55:48.976
have their various positions.

00:55:49.476 --> 00:55:50.536
But this is how it is.

00:55:50.717 --> 00:55:51.577
If you don't like it,

00:55:51.697 --> 00:55:52.938
start another association.

00:55:53.637 --> 00:55:56.420
But I would caution people,

00:55:56.659 --> 00:55:58.181
understand what you're doing.

00:55:58.201 --> 00:55:58.701
When you're saying,

00:55:58.721 --> 00:55:59.460
I'm not going to play your game.

00:55:59.481 --> 00:56:00.202
I'm going to take my ball.

00:56:00.222 --> 00:56:00.742
I'm going to go home.

00:56:01.612 --> 00:56:03.353
understand that by taking

00:56:03.394 --> 00:56:04.215
your ball and going home,

00:56:04.255 --> 00:56:05.956
there's a lot of work to be done.

00:56:06.197 --> 00:56:08.197
Do you have the time, effort, skill set,

00:56:08.237 --> 00:56:10.039
competitive advantage to do those things?

00:56:10.380 --> 00:56:11.581
Maybe you did because at one

00:56:11.641 --> 00:56:12.902
point there was no APTA.

00:56:12.922 --> 00:56:13.842
It did not exist.

00:56:14.242 --> 00:56:14.864
And then it did.

00:56:15.483 --> 00:56:16.905
Does it solve all of your problems?

00:56:17.565 --> 00:56:19.987
If you don't like what the APTA is doing,

00:56:20.168 --> 00:56:20.748
don't join them.

00:56:21.909 --> 00:56:22.369
Don't do it.

00:56:23.530 --> 00:56:23.751
But...

00:56:25.713 --> 00:56:25.893
Well,

00:56:25.914 --> 00:56:27.695
I guess that's why we're stuck with

00:56:27.715 --> 00:56:28.617
the two presidential

00:56:28.657 --> 00:56:30.458
candidates that we're stuck with, right?

00:56:30.498 --> 00:56:32.159
Because if you introduce a third,

00:56:32.519 --> 00:56:33.840
you split the vote on one

00:56:33.860 --> 00:56:35.181
of the two sides and then

00:56:35.443 --> 00:56:36.664
the other guy wins.

00:56:38.204 --> 00:56:39.065
It's kind of what we're

00:56:39.106 --> 00:56:40.686
looking at in this situation.

00:56:40.887 --> 00:56:43.530
And so, yeah, I mean,

00:56:43.570 --> 00:56:45.090
I think this game plays out

00:56:45.150 --> 00:56:46.952
a thousand times over history.

00:56:47.373 --> 00:56:49.074
We've seen it enough times.

00:56:49.855 --> 00:56:51.617
We just need to learn from that history.

00:56:52.132 --> 00:56:52.293
Yeah,

00:56:52.393 --> 00:56:54.213
I thought it was – and I could have

00:56:54.253 --> 00:56:54.614
predicted it,

00:56:54.635 --> 00:56:55.916
but when I started asking questions,

00:56:55.976 --> 00:56:57.777
people got angry at me and

00:56:57.817 --> 00:56:59.478
literally started saying to me, like,

00:56:59.637 --> 00:57:03.260
well, then you're just being contrarian.

00:57:03.701 --> 00:57:05.101
And then Scott even fired back.

00:57:05.141 --> 00:57:05.402
He goes,

00:57:05.641 --> 00:57:06.963
somebody on your website is on the

00:57:07.043 --> 00:57:08.463
board of directors at APTA.

00:57:08.483 --> 00:57:08.923
I go, yeah,

00:57:08.943 --> 00:57:11.226
she was my professor eight years ago.

00:57:11.606 --> 00:57:12.326
I put her on the website

00:57:12.726 --> 00:57:13.646
eight years ago because she

00:57:13.666 --> 00:57:14.788
helped me launch my podcast.

00:57:15.268 --> 00:57:16.989
So I'm not – but maybe the

00:57:17.028 --> 00:57:18.429
conspiracy is I'm a plant.

00:57:18.510 --> 00:57:19.610
Maybe Jimmy's a plant.

00:57:20.512 --> 00:57:20.952
Oh, yeah.

00:57:21.757 --> 00:57:21.998
Yeah,

00:57:22.197 --> 00:57:23.980
that was his contort because I

00:57:24.000 --> 00:57:26.141
started asking questions like, listen,

00:57:26.521 --> 00:57:27.623
you should be at these.

00:57:27.643 --> 00:57:29.103
The questions I was asking

00:57:29.244 --> 00:57:30.724
in my mind is what I would

00:57:30.744 --> 00:57:31.666
be asking if it was a room

00:57:31.686 --> 00:57:32.106
full of people.

00:57:32.146 --> 00:57:33.007
And I was saying, OK,

00:57:33.367 --> 00:57:34.447
maybe this is a good idea.

00:57:34.789 --> 00:57:35.989
But how are we going to do that?

00:57:36.822 --> 00:57:38.905
So it was sort of received

00:57:38.945 --> 00:57:39.545
because I was being

00:57:39.585 --> 00:57:41.065
annoying asking these questions like,

00:57:41.085 --> 00:57:42.206
what do you think that costs?

00:57:42.686 --> 00:57:43.807
Or how would you do that?

00:57:43.987 --> 00:57:44.889
Do any of you have any

00:57:44.929 --> 00:57:46.369
experience walking into a

00:57:46.429 --> 00:57:48.411
legislator's office and advocating,

00:57:48.811 --> 00:57:49.012
right?

00:57:49.391 --> 00:57:49.831
Anybody?

00:57:50.233 --> 00:57:50.932
Maybe they do.

00:57:51.393 --> 00:57:52.713
But if you do,

00:57:52.793 --> 00:57:53.954
you know how long and hard

00:57:53.974 --> 00:57:54.815
that process is.

00:57:54.876 --> 00:57:56.597
It does not happen overnight.

00:57:57.418 --> 00:57:57.657
Again,

00:57:57.858 --> 00:57:59.478
I'm not here to say the APT is perfect.

00:57:59.900 --> 00:58:00.440
It is not.

00:58:01.092 --> 00:58:01.833
I don't think people at the

00:58:01.853 --> 00:58:03.954
APTA think the APTA is perfect.

00:58:04.315 --> 00:58:05.956
I think it's a solution to

00:58:05.996 --> 00:58:06.896
an actual problem that

00:58:06.936 --> 00:58:08.018
they're trying to solve.

00:58:10.679 --> 00:58:11.840
For parting shots,

00:58:11.940 --> 00:58:14.983
I think I would say I'm

00:58:15.003 --> 00:58:16.744
kind of curious to follow

00:58:16.764 --> 00:58:19.367
this because there's pros

00:58:19.387 --> 00:58:20.088
and cons to this,

00:58:20.228 --> 00:58:23.469
but if the one main mission

00:58:23.489 --> 00:58:24.351
statement for him,

00:58:24.490 --> 00:58:26.552
if it is truly equal pay

00:58:26.693 --> 00:58:27.954
between private practices

00:58:28.134 --> 00:58:30.056
and the hospital outpatient clinic,

00:58:31.474 --> 00:58:32.494
I think he could get some money.

00:58:32.554 --> 00:58:34.876
I think he could get some practice owners,

00:58:34.976 --> 00:58:36.418
all the, you know, the clinic directors.

00:58:36.838 --> 00:58:38.679
He even included on the phone call with me,

00:58:38.739 --> 00:58:39.161
which I don't,

00:58:39.201 --> 00:58:40.061
we don't have time to go into,

00:58:40.081 --> 00:58:41.322
but he mentioned the PAs

00:58:41.382 --> 00:58:43.664
and the pizza and all that.

00:58:43.724 --> 00:58:45.525
So there's a few things on his,

00:58:45.746 --> 00:58:46.706
the whole agenda.

00:58:47.547 --> 00:58:49.108
But I could see how like,

00:58:49.695 --> 00:58:50.556
you just said it, Jimmy,

00:58:50.576 --> 00:58:51.856
like the ABT is really big.

00:58:51.876 --> 00:58:52.237
They have,

00:58:52.317 --> 00:58:53.318
they they're trying to service

00:58:53.378 --> 00:58:54.438
and cover the entire

00:58:54.498 --> 00:58:56.478
country and every possible, uh,

00:58:56.599 --> 00:58:57.380
challenge and,

00:58:57.699 --> 00:58:59.360
and issue or roadblock or whatever.

00:58:59.400 --> 00:58:59.940
And there's a lot,

00:59:00.001 --> 00:59:00.641
there's a lot with

00:59:00.681 --> 00:59:01.402
healthcare and physical

00:59:01.442 --> 00:59:03.242
therapy and with schools

00:59:03.402 --> 00:59:04.643
and student loan debt and

00:59:04.702 --> 00:59:06.523
trying to get more therapists, more,

00:59:06.844 --> 00:59:08.085
more students into physical

00:59:08.125 --> 00:59:10.246
therapy school or PTA school or whatever.

00:59:10.885 --> 00:59:10.945
Um,

00:59:11.106 --> 00:59:12.686
there's a lot of challenges with an

00:59:12.726 --> 00:59:14.248
existing association,

00:59:15.014 --> 00:59:16.376
Um, and, and sometimes that's good.

00:59:16.596 --> 00:59:17.637
And then sometimes that's bad,

00:59:17.876 --> 00:59:18.538
but I would just say my

00:59:18.557 --> 00:59:19.438
parting shot would be,

00:59:19.697 --> 00:59:20.798
I'm going to keep an eye on this.

00:59:21.338 --> 00:59:24.581
I could see how maybe it could,

00:59:24.702 --> 00:59:26.463
maybe there's room for a

00:59:26.702 --> 00:59:28.503
sniper organization, a sniper,

00:59:28.543 --> 00:59:30.244
meaning like his main focus

00:59:30.304 --> 00:59:32.567
is this one thing with reimbursement,

00:59:32.626 --> 00:59:34.367
which resonates with a ton of people.

00:59:34.588 --> 00:59:36.369
Because when I showed about

00:59:36.750 --> 00:59:37.769
the $300 versus a hundred

00:59:37.789 --> 00:59:38.431
dollars per visit,

00:59:38.751 --> 00:59:41.273
that guy in a short period of time,

00:59:42.353 --> 00:59:43.833
maybe it helped Tony was, uh,

00:59:44.054 --> 00:59:44.574
on the episode.

00:59:45.456 --> 00:59:45.956
Nonetheless,

00:59:46.396 --> 00:59:47.516
that's my parting shot is

00:59:48.036 --> 00:59:49.177
maybe there's room for a

00:59:49.436 --> 00:59:52.277
specific mini association

00:59:52.619 --> 00:59:54.559
that has a very specific

00:59:55.018 --> 00:59:58.460
mission and maybe hire or, you know,

00:59:58.481 --> 00:59:59.880
gobble it up by the 8-8 later.

01:00:00.360 --> 01:00:03.222
But if it's if it is successful,

01:00:03.422 --> 01:00:04.663
I think it could be great

01:00:04.682 --> 01:00:05.402
for private practice.

01:00:06.360 --> 01:00:06.639
Gosh,

01:00:06.659 --> 01:00:08.242
if only there was some sort of subset

01:00:08.262 --> 01:00:09.202
of the APTA that just

01:00:09.242 --> 01:00:10.483
focused on private practitioners.

01:00:10.864 --> 01:00:12.885
Maybe we would call it the

01:00:12.925 --> 01:00:15.947
private practitioners of the APTA.

01:00:17.369 --> 01:00:18.510
I mean, I see a lot of energy.

01:00:18.530 --> 01:00:21.172
I mean, what I don't want is them to get,

01:00:21.652 --> 01:00:21.773
like,

01:00:21.793 --> 01:00:23.494
I don't want them to get disenfranchised.

01:00:23.594 --> 01:00:25.396
I agree with a lot of things you dislike.

01:00:25.996 --> 01:00:26.878
I'm just wondering if you

01:00:26.898 --> 01:00:27.918
have the skill set and the...

01:00:29.204 --> 01:00:30.826
I, you know, if you can't beat them,

01:00:30.865 --> 01:00:31.266
join them.

01:00:31.326 --> 01:00:32.327
I don't, I don't, I don't know.

01:00:32.807 --> 01:00:33.789
There is a private practice

01:00:33.809 --> 01:00:35.210
section who a lot of people

01:00:35.291 --> 01:00:36.592
there are very interested

01:00:36.612 --> 01:00:37.713
in all the things you're talking about,

01:00:37.753 --> 01:00:38.673
but hey, listen,

01:00:38.893 --> 01:00:39.815
if you're gonna start your own org,

01:00:39.855 --> 01:00:41.177
start your own org.

01:00:41.496 --> 01:00:42.197
Tony, what's your parting shot?

01:00:42.802 --> 01:00:44.121
I think we just got to, you know,

01:00:44.623 --> 01:00:47.282
what is it, plan, hope for the best,

01:00:47.342 --> 01:00:48.224
plan for the worst.

01:00:48.264 --> 01:00:49.903
But look at these

01:00:49.983 --> 01:00:51.063
opportunities that

01:00:51.204 --> 01:00:52.545
something you produce is

01:00:52.585 --> 01:00:53.304
going to go viral.

01:00:54.045 --> 01:00:55.126
Plan for that.

01:00:55.606 --> 01:00:58.186
Have an action plan in place

01:00:58.246 --> 01:01:00.266
so that you know, okay,

01:01:00.306 --> 01:01:01.646
if I post this next video,

01:01:01.686 --> 01:01:03.728
if I post this next Facebook, whatever,

01:01:03.788 --> 01:01:06.429
Twitter, and it does take off,

01:01:06.949 --> 01:01:08.911
How am I going to leverage this?

01:01:08.992 --> 01:01:10.514
How am I going to use this

01:01:10.574 --> 01:01:12.697
to my advantage and turn

01:01:12.737 --> 01:01:15.181
this into a self-sustaining business?

01:01:15.842 --> 01:01:16.021
Yep.

01:01:16.322 --> 01:01:17.585
And I'll wrap it up by

01:01:17.625 --> 01:01:19.047
saying this whole thing,

01:01:19.086 --> 01:01:20.148
everything we talked about today,

01:01:20.588 --> 01:01:21.650
it's about relationships.

01:01:22.929 --> 01:01:25.170
Decide how and what you're

01:01:25.190 --> 01:01:25.811
gonna put out into the

01:01:25.851 --> 01:01:26.971
world in terms of yourself.

01:01:27.431 --> 01:01:28.592
And then understand that the

01:01:28.632 --> 01:01:29.692
internet has the longest

01:01:29.871 --> 01:01:31.313
undefeated memory in the world.

01:01:31.592 --> 01:01:34.514
It's undefeated and it's forever.

01:01:34.614 --> 01:01:37.795
So be careful what you put

01:01:37.815 --> 01:01:38.856
out there because it's gonna be there.

01:01:39.275 --> 01:01:40.235
It's gonna represent you

01:01:40.275 --> 01:01:41.456
because people can clip off

01:01:41.496 --> 01:01:42.436
the beginning and the end

01:01:42.476 --> 01:01:43.717
and just take that eight

01:01:43.817 --> 01:01:45.657
second clip and then that's you forever.

01:01:45.978 --> 01:01:47.818
This woman is gonna have grandkids.

01:01:48.418 --> 01:01:49.820
Now, maybe they're driving Bentleys,

01:01:50.260 --> 01:01:50.960
but she's going to have

01:01:51.000 --> 01:01:52.159
grandkids one day.

01:01:52.780 --> 01:01:54.701
My grandmother didn't have an option.

01:01:55.181 --> 01:01:57.581
If she did something crazy, her grandson,

01:01:57.681 --> 01:01:59.909
little Jimmy McKay, hearing about it 30,

01:01:59.909 --> 01:02:00.902
40, 60 years later.

01:02:01.402 --> 01:02:02.164
I don't know, man.

01:02:02.224 --> 01:02:03.523
Hey, but to each their own,

01:02:03.583 --> 01:02:04.885
and that's her thing.

01:02:04.965 --> 01:02:06.085
So that's my parting shot is

01:02:06.764 --> 01:02:07.505
understand what you're

01:02:07.525 --> 01:02:08.206
putting out into the world

01:02:08.226 --> 01:02:09.005
because the world's based

01:02:09.065 --> 01:02:09.806
on relationships.

01:02:10.666 --> 01:02:12.226
Gentlemen, good talk today.