Marketing Doesn’t Work (Until Ops Works)

WEBVTT

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Well,

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the graphic stays on the screen too long.

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That's pretty much it right there.

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Healthcare marketing doesn't work.

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Hello and welcome to the show that proves

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healthcare marketing doesn't work or does

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it if you pretty much do it right.

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Today's episode is for every clinic owner

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who has ever said marketing just isn't

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working.

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Before you fire your marketing person,

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wait, wait, wait.

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Before you cancel your ads, wait, wait,

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wait.

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Before you redesign your website for the

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sixtieth time, wait, wait, wait.

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What if the real problem actually is your

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operations?

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Because technology doesn't fix broken

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processes.

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It scales them.

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Turns out squaring a bad number is a

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bad number squared.

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And Andrea had a perfect real world

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example just last week.

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I want you to start by telling the

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story about the blizzard and the email.

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This sounds like an emo band,

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the blizzard and the email.

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The blizzard of twenty six.

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So we had this historic blizzard here in

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the northeast, you know,

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three and a half feet of snow.

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So I somehow had two doctor's appointments

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scheduled for the same day.

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And one doctor was very proactive and

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called and was like, of course,

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we're closed.

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Like, let's get you rescheduled.

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Great, great experience.

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And another doctor,

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I reached out the day before I left

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a message.

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I didn't hear back.

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Totally understandable.

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People are trying to figure out like what

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to do with this crazy blizzard.

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And so didn't end up hearing back for

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four days.

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But before that,

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I received a triggered email for a survey

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to let us know how your office visit

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was,

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which is not a huge it's not a

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huge deal.

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But but but I did not have an

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office visit.

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And if your email trigger for a for

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a survey is broken, what else is broken?

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Yeah.

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So the obviously the email trigger is the

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date like at one at two hours post

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or twenty four or twenty six hours post

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the visit trigger this sequence.

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Love the fact that using automation,

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whoever set that up was not paying

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attention to the processes.

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Exactly.

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And this is super common.

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And these are the types of things I

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think that marketers get into,

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like the less glamorous.

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So you need to get in there and

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make sure the trigger so it should be

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appointment completed is the trigger and

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then add like twenty four hours or two

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hours or whatever you decide to do.

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Like we used to I know there were

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times where we would the trigger would be

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an hour later,

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whatever it is like you need to make

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sure that the appointment actually

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happened.

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Yeah.

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How do you make sure that if this

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was an organization you were working with,

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how do you like specifically you?

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Do you want me to go first?

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Because I have a thing that I do.

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OK, I mean,

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I can go first and then you can

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you can fill in what I've missed or

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just give me a completely different idea.

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So how do I make sure this doesn't

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happen?

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So this is where marketing and ops need

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to be really closely aligned.

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And this is a process issue.

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And then there's the technology piece that

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layers on top of the process.

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So we start with like,

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what are we trying to solve?

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What is the experience we are going for?

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Hey, we need to understand if people had

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a good experience.

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So we're going to send them a survey.

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When should we send them the survey?

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Let's lay that out.

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Here's what the survey sounds like.

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Beautiful.

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Now there's the technology piece on top.

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And you and I, Jimmy, we both know

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Technology within healthcare settings is a

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little wonky and we can't always

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integrate.

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But what needs to happen is, of course,

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this lives in the EMR.

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The EMR needs to be integrated with

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something.

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So it's either a marketing automation or

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it's a survey tool or maybe your EMR

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company has this within it,

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which would be great.

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And so that needs to be set within

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whatever technology you have for that.

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I go lower tech than that.

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I sign up as a user for every,

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for if, if someone calls me as like,

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Hey man,

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can you do a deep dive on my

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marketing?

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I go, no problem.

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And then I go to their,

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I immediately go to their website and I'm

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like, do you have a newsletter?

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Do you have a podcast?

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Do you have a YouTube channel?

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Do you have an Instagram?

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Do you have, can I,

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and then I go and I try to

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book an appointment.

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Like right away.

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I want to see what happens.

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Like I want to see,

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and I have like a burner email for

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this because otherwise I would be getting

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just ungodly.

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I am the guy who signs up for

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every list,

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but I want to see like warts and

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all.

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Did you know your link is broken?

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Had no idea.

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Because no one's going to tell you that.

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No one is going to tell you that

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unless they're gigantically pissed, right?

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But if the link to book the thing

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is broken, you'll never know.

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You'll never know because they can't tell

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you it's broken.

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So I go and I play like a

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petulant three-year-old and I just go,

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I don't know how it works.

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Oh, there's a book.

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You can book an appointment on our

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website.

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I don't see it.

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I don't see it.

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Where?

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Is it obvious?

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Is it a different color?

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Is it in the top right?

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If the answer isn't yes, yes, yes,

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that's wrong in my opinion.

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So I go and play with everything and

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I want to act like a big dumb

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idiot and then see if I can figure

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it out and then see if these things

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happen.

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You're exactly right.

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I'm doing that with a client right now,

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a new client.

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And that's like the first step to get

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in there and put yourself in the

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consumer's shoes.

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Because what happens is when you're within

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an organization, you are so far removed.

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You're like, great, we have a website.

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You can sign up online.

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Yeah, of course, you can just book online.

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But you are not going through this

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process.

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And it's been a long time, probably,

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since you've even paid attention to this

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process.

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I think somebody had it.

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This is about recruiting,

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but recruiting is marketing too.

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Newsflash, marketing is a horizontal,

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not a vertical.

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Or if it's a vertical, it's an L.

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It's a vertical and a horizontal.

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I think his name is Joel.

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He's like this great recruiter on LinkedIn

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and just calls it like it is.

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And he says, I think every six months,

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a CEO should have to go through their

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own application process.

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I think that's I don't know if I

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wrote about this or if I just in

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my mind dreamed about it,

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like dreamed about it.

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It's it's marketing.

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Recruiting is marketing.

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So any digital experience or any

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experience that someone has with your

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brand is marketing.

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And as someone who has applied for jobs

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in the past, I think it's crazy.

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Like besides the fact you need to create

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a username and a password and then two

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factor authenticate and then you're

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answering like twenty five different

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um questions and you're like why am i

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spending my after i upload my resume and

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then it's why am i uploading the resume

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and then manually putting in when from

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date year from month year two month year

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that i worked for these places knowing

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that no one's reading this it feels like

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health care paperwork no one's reading it

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anyway what are we doing yes that's an

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operations problem

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So this is also,

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this brings up something that's like a

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side quest on this.

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That first doctor said, obviously,

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we're closed because this is bananas,

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right?

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It's a blizzard.

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It's a blizzard of twenty six.

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The other place like was closed,

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like let's or didn't answer.

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Let's say they were open.

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Where does Andrea stand on the great

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debate for cancellation fees like

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cancellation?

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What are what are we doing here?

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I don't know the right.

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There is no right answer,

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which makes it for a great topic.

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So cancellation fees in the instance of

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this blizzard is what you're saying.

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Well, yeah,

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but also a sunny Tuesday in May.

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Like, where are we living?

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Is it twenty four hours notice?

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Is it if you don't show up,

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it's on you?

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Like if you bought a ticket for the

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John Mayer concert and you don't show up,

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you lose the money for the John Mayer

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concert.

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I have to say,

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so I take a very business.

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I'm usually like put the consumer at the

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center.

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I take a very business mindset when it

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comes to and my husband's in private

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practice.

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He's a mental health therapist,

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not a physical therapist.

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And I'm constantly like, dude,

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you need to implement a cancer.

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And it's hard, right?

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Because when you are a clinician,

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you're helping people.

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And so you don't want to.

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So my stance across the board is always

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like, and then you are being charged.

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That being said,

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there are exceptions to this.

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And that's where you sort of like training

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comes in.

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And it's like,

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whoever's answering the phone you need to

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have a standard operating procedure that

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goes like twenty four hours you're going

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to be charged x dollars that being said

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if there are some circumstance like life

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happens you know and so you're not going

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to charge someone who had some serious

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situation or whatever that prevented them

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but you sort of have to make that

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call to go like is someone lying and

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you know so it's really really tricky

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Yeah, I mean, I like it.

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I mean, there have to be exceptions,

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right?

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If you're in healthcare and the person has

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issues and the person needed to go to...

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I mean,

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how many phone calls I had when my

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dad had a stroke and it was like,

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you missed your appointment.

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I'm like, my dad...

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Could not get out of bed physically.

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What do you want me to do?

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Charge me, bro.

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Good luck with that.

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But understand that this is healthcare and

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that people who are in your system are

00:09:25.076 --> 00:09:26.496
by default have an issue.

00:09:26.976 --> 00:09:27.557
Most of the time,

00:09:27.577 --> 00:09:28.918
there could just be people with regular

00:09:28.958 --> 00:09:29.318
maintenance.

00:09:29.938 --> 00:09:31.980
But there have to be exceptions to this.

00:09:32.280 --> 00:09:34.623
But there have to be lines drawn because

00:09:35.342 --> 00:09:36.283
no margin, no mission.

00:09:36.724 --> 00:09:38.304
right if you're just if you're a bleeding

00:09:38.345 --> 00:09:40.186
heart you have what i call in healthcare

00:09:40.225 --> 00:09:42.047
the peace corps gene i love that about

00:09:42.086 --> 00:09:43.768
you but you will not have a roof

00:09:43.849 --> 00:09:45.809
or a staff or electricity if you don't

00:09:46.029 --> 00:09:48.091
draw a line somewhere you're exactly right

00:09:48.311 --> 00:09:49.892
and you know and i will like i

00:09:49.971 --> 00:09:51.913
know that and when i called to

00:09:53.109 --> 00:09:55.429
cancel my appointment and no one answered

00:09:55.570 --> 00:09:57.090
i didn't position it as i was canceling

00:09:57.210 --> 00:09:59.091
i called and asked um i was just

00:09:59.110 --> 00:10:00.270
wondering if you guys are going to be

00:10:00.390 --> 00:10:03.731
open tomorrow because i was not going to

00:10:03.751 --> 00:10:06.373
be you know being hit with a cancellation

00:10:06.393 --> 00:10:07.793
fee because there were three feet of snow

00:10:07.812 --> 00:10:10.634
outside that's good that's smart right

00:10:10.693 --> 00:10:12.813
which is like i'm calling but also you

00:10:12.854 --> 00:10:14.855
let what what was this that you left

00:10:14.894 --> 00:10:17.416
a voicemail what is that can you tell

00:10:17.436 --> 00:10:18.556
me about that technology how does that

00:10:18.596 --> 00:10:18.775
work

00:10:19.857 --> 00:10:20.418
Exactly.

00:10:20.498 --> 00:10:20.878
I don't know.

00:10:20.937 --> 00:10:22.818
I don't think it worked because it took

00:10:22.839 --> 00:10:24.220
four days for a human to call me

00:10:24.240 --> 00:10:27.000
back and then we're now at the point.

00:10:27.041 --> 00:10:27.780
Well, first of all,

00:10:27.841 --> 00:10:29.201
everything's bananas because we're still

00:10:29.282 --> 00:10:30.062
using faxes.

00:10:30.581 --> 00:10:31.481
But at the same time,

00:10:32.003 --> 00:10:33.202
we're leaving voicemails,

00:10:33.263 --> 00:10:35.303
which went away real fast, too,

00:10:35.323 --> 00:10:36.183
because we're like,

00:10:36.264 --> 00:10:37.605
is this going into the void?

00:10:38.504 --> 00:10:43.089
Or like a smart ops marketing experience

00:10:43.109 --> 00:10:44.831
would be, hey, at the beep,

00:10:45.051 --> 00:10:46.652
leave your message just so you know it's

00:10:46.692 --> 00:10:48.653
being transcribed and being sent to the

00:10:48.693 --> 00:10:49.414
person on call.

00:10:49.975 --> 00:10:50.134
Like,

00:10:50.174 --> 00:10:52.437
just tell me it's going to a person

00:10:52.918 --> 00:10:54.278
and that person is going to read it

00:10:54.658 --> 00:10:56.181
and will react to me or else I'm

00:10:56.240 --> 00:10:58.022
going to do what ninety nine percent of

00:10:58.462 --> 00:10:59.003
everybody else does,

00:10:59.023 --> 00:11:00.583
which is hang up and then look for

00:11:00.604 --> 00:11:02.885
an email address or something to message

00:11:02.926 --> 00:11:03.106
in.

00:11:03.187 --> 00:11:03.407
Right.

00:11:03.794 --> 00:11:06.895
yes yes yeah and that's that's if if

00:11:06.936 --> 00:11:08.657
your phones aren't being answered by ai

00:11:08.677 --> 00:11:11.118
yet which is a distinct possibility

00:11:11.138 --> 00:11:14.438
exactly yeah all right so the blizzard of

00:11:15.139 --> 00:11:17.200
two uh uh has taught us a few

00:11:17.240 --> 00:11:19.580
lessons one is pay attention to your

00:11:20.380 --> 00:11:23.682
automation operations my suggestion is be

00:11:23.741 --> 00:11:26.023
a user and jump into that and say

00:11:26.222 --> 00:11:28.462
how does this work does this work how

00:11:28.503 --> 00:11:30.203
does this work now how does it work

00:11:30.244 --> 00:11:31.663
when it snows how does it work when

00:11:31.703 --> 00:11:32.745
there's a power outage

00:11:33.404 --> 00:11:34.525
As Jessica points out,

00:11:35.067 --> 00:11:36.889
failing to plan is planning to fail.

00:11:36.948 --> 00:11:39.172
Going Coach Wooden on us.

00:11:39.272 --> 00:11:41.614
I did not see a UCLA basketball coach

00:11:41.693 --> 00:11:42.034
Wooden mention.

00:11:42.235 --> 00:11:42.595
It's so true.

00:11:42.615 --> 00:11:46.038
And it all comes back to putting the

00:11:46.058 --> 00:11:47.561
patient at the center, right?

00:11:48.182 --> 00:11:49.102
That's what it comes down to.

00:11:49.202 --> 00:11:51.725
And the other doctor who was better,

00:11:51.865 --> 00:11:52.446
that still wasn't.

00:11:52.886 --> 00:11:54.589
I had a voice message from them saying,

00:11:54.989 --> 00:11:56.330
saying hey we opened up wednesday

00:11:56.389 --> 00:11:57.970
afternoons to take care of our people who

00:11:58.009 --> 00:11:59.471
need to reschedule and i was like oh

00:11:59.490 --> 00:12:00.951
this is great i called back and they're

00:12:00.971 --> 00:12:02.471
like yeah i don't see that no anywhere

00:12:02.491 --> 00:12:04.092
we're booking into july and i was like

00:12:04.212 --> 00:12:09.375
oh no that's a whole different i'm not

00:12:09.394 --> 00:12:10.835
prepared for that topic of what to do

00:12:10.875 --> 00:12:12.535
now because because i mean that was

00:12:12.596 --> 00:12:15.716
brought up a lot um hey we're closed

00:12:15.777 --> 00:12:18.477
on tuesday for a blizzard hey clinicians

00:12:18.538 --> 00:12:21.578
prepare to work more on friday and like

00:12:21.639 --> 00:12:22.418
that sucks

00:12:24.179 --> 00:12:25.041
Not ideal.

00:12:25.100 --> 00:12:26.782
You know, I came from radio broadcasting.

00:12:26.922 --> 00:12:28.764
When we didn't do radio on Tuesday,

00:12:28.844 --> 00:12:30.725
we could only do twenty four hours of

00:12:30.764 --> 00:12:31.605
radio on Friday.

00:12:31.625 --> 00:12:33.827
We didn't do twenty four hours of radio

00:12:33.888 --> 00:12:34.447
on Friday.

00:12:34.868 --> 00:12:36.129
But this is a real thing.

00:12:36.349 --> 00:12:38.750
And I think this is where the clinician

00:12:38.811 --> 00:12:40.371
and the owner or the operator or the

00:12:40.413 --> 00:12:41.692
finances need to understand,

00:12:41.734 --> 00:12:45.355
like we're set up to pay you from.

00:12:47.216 --> 00:12:49.258
Now, I will say, if you're in operations,

00:12:49.739 --> 00:12:51.479
you need to think like an elementary

00:12:51.519 --> 00:12:52.220
school principal.

00:12:52.879 --> 00:12:54.280
You got to build in some snow days.

00:12:54.341 --> 00:12:56.201
You got to build in some cush, right?

00:12:56.481 --> 00:12:58.623
And act as if the world is going

00:12:58.643 --> 00:12:59.082
to world.

00:12:59.582 --> 00:13:01.083
And if you're just like,

00:13:01.224 --> 00:13:02.144
everything's going to be great.

00:13:02.163 --> 00:13:03.544
We're never going to have a snow day.

00:13:03.945 --> 00:13:05.066
You're going to get slapped across the

00:13:05.105 --> 00:13:07.369
face because, Jessica,

00:13:07.928 --> 00:13:09.791
failing to plan is planning to fail.

00:13:09.811 --> 00:13:10.211
That's right.

00:13:10.272 --> 00:13:11.472
Coach Wooden comes in again.

00:13:11.893 --> 00:13:13.695
So understand what those things are.

00:13:14.275 --> 00:13:15.898
I would say this is big in hiring.

00:13:16.238 --> 00:13:16.418
Like,

00:13:16.577 --> 00:13:19.201
ask what happens if we get a day

00:13:19.221 --> 00:13:19.981
where we're not open?

00:13:20.001 --> 00:13:21.243
What happens to me, the clinician?

00:13:21.263 --> 00:13:22.445
What happens to the organization?

00:13:22.764 --> 00:13:24.447
What am I responsible for?

00:13:24.547 --> 00:13:24.606
Yep.

00:13:26.206 --> 00:13:26.706
All right.

00:13:26.765 --> 00:13:29.368
Next topic after the blizzard.

00:13:29.427 --> 00:13:30.288
You tipped us off.

00:13:30.328 --> 00:13:31.830
You said everything is marketing.

00:13:32.009 --> 00:13:32.690
And I agree.

00:13:33.610 --> 00:13:35.392
I just think it's funny that we look

00:13:35.432 --> 00:13:36.873
at that because that's the lens we look

00:13:36.893 --> 00:13:37.474
at the world.

00:13:37.514 --> 00:13:38.695
But I sort of think it's true.

00:13:38.794 --> 00:13:40.096
And I'm going to treat it as true

00:13:40.355 --> 00:13:43.498
until someone proves and someone markets

00:13:43.878 --> 00:13:44.818
me otherwise.

00:13:45.399 --> 00:13:47.159
And that's in direct-to-consumer

00:13:47.200 --> 00:13:47.760
healthcare.

00:13:48.221 --> 00:13:49.481
Everything is marketing.

00:13:49.501 --> 00:13:50.721
Your front desk is marketing.

00:13:50.741 --> 00:13:52.243
Your response time is marketing.

00:13:52.783 --> 00:13:55.325
The vibes on the phone are marketing.

00:13:55.384 --> 00:13:56.206
Are you annoyed?

00:13:56.446 --> 00:13:57.125
That's marketing.

00:13:57.166 --> 00:13:58.206
Why are you annoying the phone?

00:13:58.226 --> 00:13:59.427
Your waiting room is marketing.

00:13:59.827 --> 00:14:02.188
Your cancellation policy is marketing.

00:14:02.489 --> 00:14:03.429
Did I tell you about my friend who

00:14:03.450 --> 00:14:06.052
has a nonprofit called Man Cave Health?

00:14:06.192 --> 00:14:06.412
No.

00:14:06.940 --> 00:14:09.041
So Man Cave Health essentially is under

00:14:09.061 --> 00:14:09.500
the premise.

00:14:09.581 --> 00:14:10.841
Every organization has to have like a

00:14:10.880 --> 00:14:11.902
guiding light or should.

00:14:12.642 --> 00:14:13.402
And it needs to be clear.

00:14:13.562 --> 00:14:14.263
And this is,

00:14:14.903 --> 00:14:17.104
it's just plain wrong in twenty twenty six

00:14:18.144 --> 00:14:21.384
that men, especially men of color,

00:14:21.485 --> 00:14:23.505
because they're three times more likely to

00:14:23.525 --> 00:14:25.267
be diagnosed with prostate cancer.

00:14:26.326 --> 00:14:28.087
And the problem is we have testing for

00:14:28.128 --> 00:14:28.207
it.

00:14:29.701 --> 00:14:31.722
And it's not drop your pants anymore.

00:14:31.783 --> 00:14:32.462
It's roll up your sleeve.

00:14:32.942 --> 00:14:34.644
So it's a blood test that takes ninety

00:14:34.683 --> 00:14:36.945
seconds instead of something uncomfortable

00:14:37.085 --> 00:14:37.905
with two digits.

00:14:37.985 --> 00:14:38.186
Right.

00:14:38.306 --> 00:14:39.046
It's not that anymore.

00:14:39.306 --> 00:14:40.047
This is too late.

00:14:40.506 --> 00:14:42.126
If we got rubber glove and fingers,

00:14:42.508 --> 00:14:43.368
it's a little too late.

00:14:43.888 --> 00:14:45.989
Now we have biomarkers and blood and yada,

00:14:46.009 --> 00:14:46.328
yada, yada.

00:14:46.548 --> 00:14:47.549
So like this is a thing.

00:14:47.970 --> 00:14:49.250
So how are we solving this problem?

00:14:49.630 --> 00:14:50.711
We need to tell people about it.

00:14:51.010 --> 00:14:52.611
And telling people about things is Andrea.

00:14:53.956 --> 00:14:54.797
It's marketing.

00:14:54.977 --> 00:14:55.298
Marketing.

00:14:55.678 --> 00:14:56.660
So Man Cave Health,

00:14:56.961 --> 00:14:59.326
the idea came from this guy on Long

00:14:59.407 --> 00:15:00.788
Island who went through prostate cancer,

00:15:00.830 --> 00:15:02.032
survived, and was like,

00:15:02.552 --> 00:15:03.335
this is part of my legacy.

00:15:03.355 --> 00:15:03.936
I'm going to do this.

00:15:04.852 --> 00:15:07.693
and they started redesigning the waiting

00:15:07.734 --> 00:15:09.735
rooms at like urology departments like the

00:15:09.754 --> 00:15:12.557
proctology doctors and they made them

00:15:12.897 --> 00:15:15.538
leather couches and football jerseys and

00:15:15.638 --> 00:15:19.039
espn on loop and made it feel i

00:15:19.080 --> 00:15:20.500
mean there weren't there wasn't bourbon

00:15:20.760 --> 00:15:22.581
and cigars i guess although i don't like

00:15:22.620 --> 00:15:24.322
cigars anyway but it made it feel like

00:15:24.341 --> 00:15:27.384
a man cave like welcome and then there

00:15:27.443 --> 00:15:29.544
is an outreach of they go do tailgates

00:15:30.304 --> 00:15:33.447
at sporting events where men particularly

00:15:33.486 --> 00:15:35.628
men of color already are and they go

00:15:35.988 --> 00:15:37.688
and they have and my buddy who runs

00:15:37.708 --> 00:15:40.291
this chris came from adidas he's an adidas

00:15:40.331 --> 00:15:42.972
marketing guy so what does his swag look

00:15:43.013 --> 00:15:45.813
like on point like so everybody's like yo

00:15:45.854 --> 00:15:47.394
yo yo yo where's that hat like oh

00:15:47.455 --> 00:15:49.696
they're for free over here just come talk

00:15:49.716 --> 00:15:53.599
to us for and then the discussion happens

00:15:54.703 --> 00:15:56.465
The bait is the hat.

00:15:56.585 --> 00:15:59.264
The hook is know your numbers.

00:15:59.706 --> 00:16:02.225
I love that because I can tell you

00:16:02.265 --> 00:16:04.086
the batting average of a random player on

00:16:04.106 --> 00:16:05.647
my favorite team in June,

00:16:06.388 --> 00:16:08.347
but I don't know what my prostate cancer

00:16:08.368 --> 00:16:08.827
numbers are.

00:16:08.908 --> 00:16:10.328
That's the disconnect.

00:16:10.509 --> 00:16:12.009
You take better care of your car than

00:16:12.029 --> 00:16:12.750
you do your body.

00:16:12.970 --> 00:16:13.690
And that's not okay.

00:16:13.830 --> 00:16:14.370
That's true.

00:16:14.669 --> 00:16:15.191
Not okay.

00:16:15.490 --> 00:16:16.410
But now it's not a finger.

00:16:16.591 --> 00:16:17.331
Now it's roll up your sleeve.

00:16:17.630 --> 00:16:19.292
Anyway, so everything is marketing.

00:16:20.168 --> 00:16:20.908
We've discussed this.

00:16:21.207 --> 00:16:22.849
When you say everything is marketing,

00:16:23.028 --> 00:16:24.350
Andrea, because you have said this,

00:16:24.929 --> 00:16:28.051
what do healthcare leaders in

00:16:28.130 --> 00:16:30.032
organizations misunderstand about that?

00:16:30.052 --> 00:16:32.432
Because if the leader doesn't believe us

00:16:32.592 --> 00:16:34.193
marketing yahoos,

00:16:34.754 --> 00:16:37.794
it doesn't get funded or supported or

00:16:37.835 --> 00:16:38.556
followed through.

00:16:38.816 --> 00:16:41.136
So what do the leaders misunderstand about

00:16:41.256 --> 00:16:41.657
marketing?

00:16:42.192 --> 00:16:42.653
Oh, boy.

00:16:42.854 --> 00:16:44.696
How much time do we have, Jimmy?

00:16:44.716 --> 00:16:45.797
It's forty five minutes.

00:16:45.817 --> 00:16:46.496
Forty five minutes.

00:16:46.878 --> 00:16:47.018
No.

00:16:47.057 --> 00:16:48.038
So what do they misunderstand?

00:16:48.099 --> 00:16:48.519
Like what?

00:16:48.619 --> 00:16:51.081
So what I mean by that and so

00:16:51.121 --> 00:16:52.702
what leaders need to understand about

00:16:52.763 --> 00:16:54.625
everything being marketing is every touch

00:16:54.684 --> 00:16:57.687
point with a consumer is marketing,

00:16:57.788 --> 00:16:58.349
like you said,

00:16:58.389 --> 00:16:59.889
whether it's their waiting room or the way

00:16:59.909 --> 00:17:01.351
they answer the phone or whatever that may

00:17:01.392 --> 00:17:01.591
be.

00:17:01.652 --> 00:17:02.072
And I think.

00:17:02.913 --> 00:17:04.875
you know the misunderstanding is i think

00:17:04.915 --> 00:17:06.617
marketing is just misunderstood in general

00:17:07.057 --> 00:17:09.421
and so marketing is this hard thing to

00:17:09.461 --> 00:17:12.224
grasp it's like oh well it's ads or

00:17:12.305 --> 00:17:14.047
it's a website or it's whatever it may

00:17:14.086 --> 00:17:15.868
be but it's like no marketing is

00:17:15.970 --> 00:17:17.211
everything you're doing

00:17:18.132 --> 00:17:21.096
within like interacting with people that

00:17:21.135 --> 00:17:22.797
you want to be your customers and then

00:17:22.857 --> 00:17:23.979
keep them your customers.

00:17:24.459 --> 00:17:26.602
And so I think that's sort of the

00:17:26.682 --> 00:17:28.344
it's the some people think about marketing

00:17:28.403 --> 00:17:28.663
is like,

00:17:28.683 --> 00:17:30.105
let's run some ads to get people in

00:17:30.125 --> 00:17:30.546
the door.

00:17:30.987 --> 00:17:32.949
But it's the that is marketing.

00:17:33.028 --> 00:17:33.950
But it's the end to end.

00:17:34.230 --> 00:17:35.270
Once someone's my customer,

00:17:35.290 --> 00:17:36.573
how do I then keep or patient?

00:17:36.593 --> 00:17:37.294
How do I keep them

00:17:37.753 --> 00:17:38.453
make them happy,

00:17:38.534 --> 00:17:40.355
want them to tell other people about us,

00:17:41.036 --> 00:17:42.436
whether it's their friend or someone on

00:17:42.477 --> 00:17:43.017
Facebook.

00:17:43.497 --> 00:17:45.038
And so it's really that sort of end

00:17:45.057 --> 00:17:45.817
to end piece.

00:17:45.857 --> 00:17:47.419
And so it's not just ads.

00:17:47.459 --> 00:17:49.200
It goes across its operations.

00:17:49.240 --> 00:17:49.881
It's clinical.

00:17:49.961 --> 00:17:50.661
I mean, it's all of it.

00:17:50.681 --> 00:17:51.882
And I don't remember if I've talked on

00:17:51.942 --> 00:17:52.481
here about it.

00:17:52.682 --> 00:17:53.623
You know, I worked many,

00:17:53.663 --> 00:17:56.763
many years ago with a health care brand

00:17:56.825 --> 00:17:58.325
that had a lot of locations.

00:17:58.365 --> 00:17:59.806
And one thing I did was I went

00:18:00.467 --> 00:18:02.887
and audited the patient experience and I

00:18:03.048 --> 00:18:04.568
pretended to be a patient.

00:18:05.548 --> 00:18:06.130
Cash pay.

00:18:06.190 --> 00:18:07.951
So don't get me in insurance trouble here.

00:18:08.010 --> 00:18:11.653
But and oh, this was the doctor.

00:18:11.874 --> 00:18:12.134
You know,

00:18:12.253 --> 00:18:15.196
your Google search is is not worth as

00:18:15.237 --> 00:18:17.678
much as my degree.

00:18:17.778 --> 00:18:18.598
And so, you know,

00:18:18.759 --> 00:18:21.240
the way a doctor or provider interacts

00:18:21.280 --> 00:18:22.521
with a patient is marketing.

00:18:22.561 --> 00:18:24.143
Like if I feel like I'm being

00:18:24.584 --> 00:18:26.865
misunderstood or they're gaslighting me or

00:18:26.904 --> 00:18:28.286
they're like rushing me through or

00:18:28.306 --> 00:18:28.946
something like that,

00:18:28.967 --> 00:18:29.767
like that's marketing.

00:18:29.847 --> 00:18:30.788
I don't want to come back.

00:18:31.729 --> 00:18:32.328
So it's all of it.

00:18:32.348 --> 00:18:33.769
And I think that is that is sometimes

00:18:33.809 --> 00:18:34.391
misunderstood.

00:18:34.829 --> 00:18:35.150
Yeah.

00:18:35.170 --> 00:18:38.191
I would say that where are the ads?

00:18:38.330 --> 00:18:39.490
Where's the funnies?

00:18:39.770 --> 00:18:41.270
Where's the YouTube video?

00:18:41.931 --> 00:18:43.711
My niece, who's nineteen,

00:18:44.291 --> 00:18:46.092
says our Instagram page sucks.

00:18:46.811 --> 00:18:47.972
Can we make it cooler?

00:18:48.313 --> 00:18:51.113
And it's like, you know,

00:18:51.272 --> 00:18:52.413
we've known each other for a year or

00:18:52.433 --> 00:18:53.453
two, right?

00:18:53.534 --> 00:18:54.614
If we ever played poker,

00:18:54.653 --> 00:18:55.374
I would tell you,

00:18:55.953 --> 00:18:56.693
I probably wouldn't tell you,

00:18:56.733 --> 00:18:57.875
but like you have a tell.

00:18:59.914 --> 00:19:00.615
And I've seen it.

00:19:01.056 --> 00:19:01.915
It's very clear.

00:19:01.935 --> 00:19:03.136
I don't know if your husband knows this.

00:19:03.196 --> 00:19:03.778
He must.

00:19:03.817 --> 00:19:04.278
I'm sorry.

00:19:04.298 --> 00:19:04.678
He knows.

00:19:04.698 --> 00:19:05.078
Yeah.

00:19:05.118 --> 00:19:05.878
Here's your tell.

00:19:06.298 --> 00:19:08.181
When someone comes to you and is like,

00:19:09.060 --> 00:19:11.462
problem, potential solution.

00:19:12.002 --> 00:19:13.423
People always run into a marketer's office

00:19:13.964 --> 00:19:17.366
with a giant thing that needs to be

00:19:17.386 --> 00:19:18.867
done now or else the world ends.

00:19:19.208 --> 00:19:20.068
And then they fling it at you and

00:19:20.088 --> 00:19:20.469
they leave.

00:19:21.846 --> 00:19:23.807
your tell is this, like someone's like,

00:19:24.107 --> 00:19:24.367
Hey,

00:19:24.748 --> 00:19:26.648
we got to increase inbound leads and we

00:19:26.669 --> 00:19:27.990
got to change the website to do it.

00:19:28.009 --> 00:19:30.132
We got to run ads and we have

00:19:30.172 --> 00:19:30.612
no budget.

00:19:30.852 --> 00:19:31.332
And your,

00:19:31.471 --> 00:19:35.454
your tell is this like you're a big

00:19:35.595 --> 00:19:37.836
inhale and hold for like a hot second.

00:19:37.916 --> 00:19:38.737
And then cause you're like,

00:19:38.836 --> 00:19:39.498
I can see it.

00:19:39.657 --> 00:19:41.878
You're like, you're like, um,

00:19:41.898 --> 00:19:44.800
you're like Zach Galifianakis in, uh,

00:19:44.820 --> 00:19:46.261
what's the movie where they go to Vegas

00:19:46.382 --> 00:19:47.583
on the bachelor party?

00:19:47.603 --> 00:19:49.924
Um, uh, yeah.

00:19:49.944 --> 00:19:50.285
Oh my God.

00:19:50.305 --> 00:19:50.625
Hangover.

00:19:50.904 --> 00:19:51.346
Hangover.

00:19:51.465 --> 00:19:51.605
Yeah.

00:19:51.945 --> 00:19:53.126
and he's like got the math and he's

00:19:53.146 --> 00:19:55.086
doing that yeah that means he goes and

00:19:55.106 --> 00:19:56.887
he's playing blackjack turns out he's a g

00:19:57.288 --> 00:19:58.729
i can see you doing that because i

00:19:58.769 --> 00:20:00.329
do the same thing that's why that's why

00:20:00.390 --> 00:20:02.931
i can spot it because it's like okay

00:20:03.651 --> 00:20:05.071
where's the actual problem

00:20:06.460 --> 00:20:07.839
have we fixed this already?

00:20:07.880 --> 00:20:08.740
And you just don't know.

00:20:08.780 --> 00:20:09.621
Let's start with that.

00:20:09.641 --> 00:20:09.800
Like,

00:20:09.961 --> 00:20:11.361
isn't it a problem we have already

00:20:11.401 --> 00:20:11.701
addressed?

00:20:12.342 --> 00:20:14.001
If not, where do we start?

00:20:14.041 --> 00:20:15.163
Do we have the resources?

00:20:15.583 --> 00:20:17.663
Which project would you like me to pause

00:20:17.782 --> 00:20:18.403
to now take?

00:20:19.183 --> 00:20:20.463
I can only fight one fire at a

00:20:20.503 --> 00:20:20.743
time.

00:20:20.763 --> 00:20:21.864
That's how fire trucks work.

00:20:21.884 --> 00:20:22.785
Right.

00:20:22.865 --> 00:20:23.964
Only one at a time.

00:20:24.005 --> 00:20:26.246
So I think the thing that most healthcare

00:20:26.286 --> 00:20:27.865
leaders are is they don't understand it.

00:20:28.586 --> 00:20:29.386
Like, where is it?

00:20:30.166 --> 00:20:30.446
And

00:20:31.800 --> 00:20:33.382
I see this a lot now.

00:20:34.303 --> 00:20:36.585
Go just for funsies,

00:20:36.724 --> 00:20:39.307
go to Indeed and Google like director of

00:20:39.346 --> 00:20:43.470
marketing and then scroll down and go to

00:20:43.549 --> 00:20:44.510
responsibilities.

00:20:45.112 --> 00:20:45.451
Oh, it's...

00:20:46.393 --> 00:20:47.913
I got into it with someone in the

00:20:47.953 --> 00:20:48.334
comments.

00:20:48.354 --> 00:20:50.855
This was an APTA state chapter who was

00:20:50.875 --> 00:20:52.917
looking to pay someone to be a director

00:20:52.938 --> 00:20:53.738
of marketing for them.

00:20:54.239 --> 00:20:57.800
And then the list of things they needed

00:20:57.840 --> 00:21:00.403
to be able to do was...

00:21:01.243 --> 00:21:02.704
an entire team.

00:21:02.884 --> 00:21:05.286
And I literally wrote, my response was,

00:21:05.567 --> 00:21:06.727
if you find this person,

00:21:07.027 --> 00:21:09.229
I'll work for that person for free just

00:21:09.269 --> 00:21:10.569
to learn how to do all that shit.

00:21:10.609 --> 00:21:10.849
Right.

00:21:10.869 --> 00:21:12.530
Because it wasn't one job.

00:21:12.790 --> 00:21:16.492
It's SEO, it's web design, it's strategy.

00:21:19.234 --> 00:21:21.316
Now, can a good director of marketing...

00:21:22.348 --> 00:21:24.412
handle all those problems absolutely

00:21:25.012 --> 00:21:26.394
understanding that out of the twelve

00:21:26.434 --> 00:21:28.196
things you want me to be able to

00:21:28.237 --> 00:21:30.840
do i can do six of them myself

00:21:31.442 --> 00:21:33.223
b plus or better that's what you're asking

00:21:33.243 --> 00:21:36.788
for right and then can i hire

00:21:38.564 --> 00:21:42.468
or freelancers that can do A, B,

00:21:42.528 --> 00:21:42.968
and C?

00:21:42.988 --> 00:21:44.589
Do you need a full-time web designer?

00:21:44.789 --> 00:21:44.930
No,

00:21:44.990 --> 00:21:46.311
you're going to hire that person for a

00:21:46.392 --> 00:21:47.752
job and it's going to be done.

00:21:47.894 --> 00:21:48.994
So I don't need to know web design.

00:21:49.115 --> 00:21:49.976
Why is that on my list?

00:21:50.276 --> 00:21:51.478
Do I need to understand what your website

00:21:51.518 --> 00:21:52.699
needs to do and what it doesn't do?

00:21:52.818 --> 00:21:53.799
Yes, different.

00:21:54.039 --> 00:21:57.203
So this is the biggest tale of all

00:21:57.243 --> 00:21:58.085
in showing of the cards.

00:21:58.244 --> 00:21:58.905
You don't get it.

00:21:59.923 --> 00:22:01.683
Because I see your job descriptions and

00:22:01.723 --> 00:22:03.885
they are bananas.

00:22:04.346 --> 00:22:05.185
It is bananas.

00:22:05.567 --> 00:22:05.987
Also, Jimmy,

00:22:06.007 --> 00:22:08.909
we've known each other for three years.

00:22:09.028 --> 00:22:10.230
What's my tell?

00:22:10.250 --> 00:22:11.971
No, I don't know your tell.

00:22:12.171 --> 00:22:13.132
It's maybe similar.

00:22:13.172 --> 00:22:14.272
And when I'm taking the deep breath,

00:22:14.313 --> 00:22:15.953
I'm also regulating my nervous system.

00:22:15.973 --> 00:22:16.294
Oh, I bet.

00:22:16.314 --> 00:22:17.474
Yeah, because it's not easy.

00:22:18.682 --> 00:22:20.124
But I'm doing all of those things that

00:22:20.144 --> 00:22:20.464
you said.

00:22:20.744 --> 00:22:21.945
And it's the same thing, right?

00:22:22.567 --> 00:22:24.788
And it's because you want to solve the

00:22:24.828 --> 00:22:25.569
real problem.

00:22:25.609 --> 00:22:27.050
And so you're not just reacting.

00:22:27.711 --> 00:22:29.252
We both do the same thing because you're

00:22:29.272 --> 00:22:29.713
exactly right.

00:22:29.733 --> 00:22:30.535
You go,

00:22:30.555 --> 00:22:31.596
what is it that you're actually trying to

00:22:31.655 --> 00:22:32.115
solve?

00:22:32.296 --> 00:22:33.416
What is it that I need to pause

00:22:33.436 --> 00:22:34.298
to actually get there?

00:22:34.337 --> 00:22:35.598
Because it's not just like...

00:22:36.299 --> 00:22:37.862
create an Instagram account because your

00:22:37.922 --> 00:22:39.223
niece said, it's like,

00:22:39.243 --> 00:22:40.265
let me pull back and go like,

00:22:40.385 --> 00:22:41.247
who are we trying to target?

00:22:41.287 --> 00:22:42.107
What else are we doing?

00:22:42.147 --> 00:22:43.028
What's the right message?

00:22:43.068 --> 00:22:44.230
Who's going to do this for us?

00:22:44.270 --> 00:22:45.432
Who's creating the content?

00:22:45.972 --> 00:22:47.714
Why is this going to add value?

00:22:48.175 --> 00:22:49.257
And so on and so on and so

00:22:49.317 --> 00:22:49.377
on.

00:22:50.272 --> 00:22:52.232
Yeah, it's it's simple.

00:22:52.313 --> 00:22:53.153
It's just not easy.

00:22:53.453 --> 00:22:53.634
I mean,

00:22:53.693 --> 00:22:56.173
I explained to people like people know me

00:22:56.193 --> 00:22:56.753
and they're like, oh,

00:22:56.794 --> 00:22:57.674
you were a radio DJ.

00:22:57.714 --> 00:22:58.694
I'm like, I was.

00:22:58.914 --> 00:22:59.255
Yes.

00:23:00.115 --> 00:23:01.855
And then I got promoted to program

00:23:01.875 --> 00:23:02.195
director,

00:23:02.215 --> 00:23:03.576
which means I got to run the radio

00:23:03.615 --> 00:23:03.895
station.

00:23:03.915 --> 00:23:04.415
So everybody's like,

00:23:04.435 --> 00:23:06.016
so you got to pick all the songs.

00:23:06.156 --> 00:23:07.656
And I was like, sort of.

00:23:07.696 --> 00:23:07.997
Yes.

00:23:08.017 --> 00:23:09.237
But I actually put someone else in charge

00:23:09.257 --> 00:23:10.758
of that because that's called delegation.

00:23:10.978 --> 00:23:12.298
But I did that job for a while.

00:23:13.117 --> 00:23:14.398
Finally, I started saying,

00:23:14.919 --> 00:23:16.019
what does your job entail?

00:23:16.079 --> 00:23:17.780
If someone actually ever bothered to ask.

00:23:18.060 --> 00:23:19.882
And I was like, do you listen?

00:23:19.902 --> 00:23:20.702
This is years ago.

00:23:20.903 --> 00:23:22.163
Do you listen to radio station?

00:23:22.182 --> 00:23:22.743
They go, yes.

00:23:22.824 --> 00:23:22.983
I go,

00:23:23.104 --> 00:23:24.384
I'm responsible for everything you see in

00:23:24.444 --> 00:23:24.565
here.

00:23:24.585 --> 00:23:27.767
And they're like, that feels like a lot.

00:23:27.787 --> 00:23:28.946
I go, yeah.

00:23:29.988 --> 00:23:30.167
Yeah.

00:23:30.407 --> 00:23:33.289
That's why I get paid the medium bucks.

00:23:33.390 --> 00:23:35.050
Because I'm responsible for everything.

00:23:35.959 --> 00:23:36.999
And by seeing here,

00:23:37.019 --> 00:23:38.299
when I started in radio,

00:23:38.799 --> 00:23:41.181
websites for radio stations were like sort

00:23:41.221 --> 00:23:43.582
of just being taken seriously.

00:23:43.622 --> 00:23:44.582
They'd been a thing,

00:23:44.622 --> 00:23:45.903
but now it was like serious.

00:23:46.343 --> 00:23:47.262
Now it was like, oh,

00:23:47.303 --> 00:23:48.403
we need a digital presence.

00:23:48.784 --> 00:23:49.584
What's that?

00:23:50.003 --> 00:23:51.184
So I had to sort of figure that

00:23:51.265 --> 00:23:53.125
out with my colleagues when a digital

00:23:53.165 --> 00:23:54.625
presence wasn't a digital presence.

00:23:54.826 --> 00:23:55.886
When social came around,

00:23:56.707 --> 00:23:57.227
I had to be like,

00:23:57.688 --> 00:23:58.729
I think we should embrace this.

00:23:58.788 --> 00:24:00.390
And everybody's like, this is stupid.

00:24:00.450 --> 00:24:01.611
It's going to be gone in two weeks.

00:24:01.851 --> 00:24:02.211
And I'm like,

00:24:02.611 --> 00:24:04.673
it looks like it's still here.

00:24:04.692 --> 00:24:05.573
I saw that going.

00:24:05.712 --> 00:24:06.814
I don't know what this is.

00:24:06.834 --> 00:24:08.275
I'm not trying to say I'm Nostradamus,

00:24:08.655 --> 00:24:09.675
but it's going to be a thing.

00:24:09.816 --> 00:24:10.096
Why?

00:24:10.356 --> 00:24:11.478
Because everyone's losing it.

00:24:11.778 --> 00:24:12.258
Exactly.

00:24:12.538 --> 00:24:13.019
That's why.

00:24:13.459 --> 00:24:16.240
So I think the disconnect here can really

00:24:16.300 --> 00:24:17.000
screw up marketing.

00:24:17.040 --> 00:24:17.981
And you've said this before,

00:24:18.321 --> 00:24:19.663
marketing in the C-suite,

00:24:19.702 --> 00:24:20.804
if you're at the C-suite level,

00:24:20.824 --> 00:24:22.464
has the shortest tenure because

00:24:22.605 --> 00:24:24.006
expectation and reality,

00:24:24.467 --> 00:24:25.847
expectation and...

00:24:27.296 --> 00:24:28.876
actually being able to deliver on what you

00:24:28.936 --> 00:24:32.378
think it is probably isn't a skill issue

00:24:32.499 --> 00:24:33.660
or you picked the wrong person.

00:24:33.940 --> 00:24:36.642
You expected something and got something

00:24:36.721 --> 00:24:36.961
else.

00:24:36.981 --> 00:24:37.461
Exactly.

00:24:38.343 --> 00:24:39.242
My lead all the time is,

00:24:39.303 --> 00:24:40.824
what's good look like when we're done

00:24:40.884 --> 00:24:41.064
here?

00:24:41.163 --> 00:24:42.585
And when they're like, it's this.

00:24:42.605 --> 00:24:44.086
I'm like, I'm not starting this.

00:24:44.286 --> 00:24:44.885
That's not possible.

00:24:45.186 --> 00:24:45.886
We're not going to hit that.

00:24:46.047 --> 00:24:47.248
And then you're going to be mad at

00:24:47.327 --> 00:24:47.407
me.

00:24:47.508 --> 00:24:48.669
And it's not because I'm not...

00:24:50.415 --> 00:24:52.676
Usually, overwhelmingly, we can do that.

00:24:53.136 --> 00:24:53.636
I am.

00:24:54.157 --> 00:24:55.298
I've actually started dialing it back

00:24:55.317 --> 00:24:56.417
because I'm like, in six months,

00:24:56.438 --> 00:24:57.259
you're going to look at me and look

00:24:57.278 --> 00:24:58.118
at the scoreboard and go,

00:24:58.378 --> 00:24:59.199
how come that didn't happen?

00:24:59.219 --> 00:24:59.759
I'm going to go, well,

00:24:59.778 --> 00:25:01.160
I sort of knew it wasn't going to

00:25:01.200 --> 00:25:02.299
happen in the beginning because that's

00:25:02.380 --> 00:25:03.020
bananas.

00:25:03.500 --> 00:25:04.980
I thought we were both on the same

00:25:05.000 --> 00:25:07.642
page that this was aspirational, right?

00:25:07.961 --> 00:25:09.083
Telling your nine-year-old you're going to

00:25:09.103 --> 00:25:09.682
be a gold medalist.

00:25:09.742 --> 00:25:11.303
Am I in for the ride?

00:25:11.403 --> 00:25:11.743
Yes.

00:25:12.104 --> 00:25:12.923
Do I think it's going to happen?

00:25:13.163 --> 00:25:13.604
Absolutely.

00:25:13.624 --> 00:25:14.845
When it doesn't, am I pissed?

00:25:14.904 --> 00:25:15.105
No.

00:25:15.924 --> 00:25:17.411
But what are we signing up for and

00:25:17.451 --> 00:25:19.178
what does good look like needs to be

00:25:19.238 --> 00:25:21.506
defined before you take the job.

00:25:21.846 --> 00:25:22.826
setting expectations.

00:25:22.885 --> 00:25:24.606
I mean, it's that's the disconnect, right?

00:25:24.626 --> 00:25:25.047
Like that's,

00:25:25.626 --> 00:25:26.626
and it's hard to in marketing,

00:25:26.646 --> 00:25:27.926
because sometimes you just don't know what

00:25:27.946 --> 00:25:28.606
you don't know, like,

00:25:28.626 --> 00:25:29.826
you don't know what you're going to

00:25:29.886 --> 00:25:30.367
encounter.

00:25:30.528 --> 00:25:32.268
And so in my day to day,

00:25:32.367 --> 00:25:34.647
I may think I'm going to solve like

00:25:34.667 --> 00:25:34.988
this week,

00:25:35.028 --> 00:25:36.648
I may think I'm going to solve this

00:25:36.689 --> 00:25:37.249
big thing.

00:25:37.388 --> 00:25:38.949
And then someone brings to my attention

00:25:38.969 --> 00:25:41.109
that our patient experience, you know,

00:25:41.190 --> 00:25:42.849
involves sending out a survey when someone

00:25:42.890 --> 00:25:43.670
hasn't had a visit.

00:25:43.690 --> 00:25:44.630
And then I go, Hey, ops,

00:25:44.650 --> 00:25:47.471
we need to work on this together.

00:25:47.550 --> 00:25:48.651
And that's, that's marketing.

00:25:49.090 --> 00:25:49.872
Yep, agreed.

00:25:50.673 --> 00:25:51.834
And we have to stay.

00:25:52.474 --> 00:25:52.634
I mean,

00:25:52.675 --> 00:25:53.817
this is where you should almost like talk

00:25:53.836 --> 00:25:55.980
yourself out of a job,

00:25:56.119 --> 00:25:57.621
like get to the know as quickly as

00:25:57.662 --> 00:25:59.943
possible, maybe because if you hire me,

00:26:00.044 --> 00:26:00.224
I mean,

00:26:00.244 --> 00:26:01.566
we both know a situation I was put

00:26:01.586 --> 00:26:04.269
in where I like eight insane jobs.

00:26:05.729 --> 00:26:07.029
I was put in charge of like,

00:26:07.289 --> 00:26:08.750
you're going to revolutionize social.

00:26:08.769 --> 00:26:09.530
I don't know what that means.

00:26:09.590 --> 00:26:10.431
What does revolutionize?

00:26:11.171 --> 00:26:12.372
I made everything Spanish.

00:26:12.612 --> 00:26:13.352
Congratulations.

00:26:13.412 --> 00:26:14.673
It's now revolutionized.

00:26:15.073 --> 00:26:15.272
What?

00:26:15.813 --> 00:26:17.013
You're also going to work in M&A.

00:26:17.193 --> 00:26:18.874
I've never done that, but okay.

00:26:19.355 --> 00:26:21.535
You're going to revolutionize talent

00:26:21.595 --> 00:26:22.155
acquisition.

00:26:22.756 --> 00:26:23.096
Okay.

00:26:23.135 --> 00:26:25.156
No experience in that, but here I am.

00:26:25.196 --> 00:26:25.696
I got boots.

00:26:25.717 --> 00:26:26.297
Let's put them on.

00:26:26.336 --> 00:26:27.017
Let's get to work.

00:26:27.417 --> 00:26:29.478
So being able to be realistic and push

00:26:29.518 --> 00:26:30.558
back a little bit and be like,

00:26:30.598 --> 00:26:32.480
does this feel like one job or seven?

00:26:32.859 --> 00:26:33.160
Right.

00:26:33.539 --> 00:26:33.640
Yeah.

00:26:34.260 --> 00:26:36.402
Because you're not doing seven jobs,

00:26:36.422 --> 00:26:37.022
you're doing one.

00:26:37.123 --> 00:26:38.624
Why am I tasked with seven?

00:26:38.703 --> 00:26:41.006
I can do one job well.

00:26:41.406 --> 00:26:43.409
I can half-ass seven things or I can

00:26:43.469 --> 00:26:44.490
whole-ass one thing.

00:26:44.569 --> 00:26:45.589
Which one do you want me to do?

00:26:45.911 --> 00:26:46.971
I like to whole-ass things.

00:26:46.991 --> 00:26:48.532
All right, let's zoom out.

00:26:48.893 --> 00:26:51.035
You've said before that you're not

00:26:51.075 --> 00:26:54.117
competing with the clinic down the street,

00:26:54.157 --> 00:26:56.200
or I should say just the clinic down

00:26:56.220 --> 00:26:56.539
the street.

00:26:56.559 --> 00:26:58.422
You're competing with Amazon,

00:26:58.942 --> 00:27:00.403
banking apps, DoorDash,

00:27:01.314 --> 00:27:04.877
TV, podcasts, everybody else's life,

00:27:04.917 --> 00:27:06.019
their kids, their problems.

00:27:06.619 --> 00:27:07.981
And healthcare is complex.

00:27:08.281 --> 00:27:10.945
Access doesn't have to be, or I said,

00:27:10.965 --> 00:27:11.886
shouldn't have to be.

00:27:12.667 --> 00:27:14.108
How many, you know, ask yourself,

00:27:14.128 --> 00:27:15.471
how many clicks does it take to book

00:27:15.490 --> 00:27:16.471
an eval at your clinic?

00:27:17.192 --> 00:27:18.693
Can someone book without calling?

00:27:18.733 --> 00:27:20.015
Can I do it without my hands?

00:27:20.555 --> 00:27:23.457
Do I need to print forms before I

00:27:23.517 --> 00:27:24.017
come?

00:27:24.417 --> 00:27:25.538
You have a printer.

00:27:25.999 --> 00:27:27.259
Isn't this part of the service?

00:27:27.278 --> 00:27:28.599
Do you answer the phone live?

00:27:29.161 --> 00:27:30.441
All these things are friction.

00:27:30.741 --> 00:27:34.503
If ordering groceries to my hotel...

00:27:34.523 --> 00:27:35.704
When I go on business trips...

00:27:37.334 --> 00:27:38.054
power move.

00:27:38.275 --> 00:27:39.556
If I'm there for more than three days,

00:27:39.635 --> 00:27:41.057
I do a DoorDash order and I'm like,

00:27:41.436 --> 00:27:43.799
apples, Starbucks in the bottle.

00:27:44.599 --> 00:27:45.201
I know it's like, oh,

00:27:45.221 --> 00:27:45.941
it's a hundred dollars.

00:27:46.001 --> 00:27:46.221
I go,

00:27:46.422 --> 00:27:48.284
you know what one meal at the hotel

00:27:49.003 --> 00:27:49.704
restaurant is?

00:27:49.744 --> 00:27:50.846
It's four million dollars.

00:27:50.885 --> 00:27:52.287
So I'm like, juice versus squeeze.

00:27:52.307 --> 00:27:55.230
But understanding if ordering groceries is

00:27:55.329 --> 00:27:56.371
easier than booking an appointment,

00:27:57.090 --> 00:27:58.211
that's not a marketing issue.

00:27:58.231 --> 00:27:59.272
That's friction,

00:27:59.453 --> 00:28:01.434
except I learned this great quote.

00:28:01.454 --> 00:28:01.976
You might like this.

00:28:03.242 --> 00:28:04.263
It might not be my fault,

00:28:04.624 --> 00:28:05.463
but it is my problem,

00:28:05.804 --> 00:28:07.605
which is I didn't pick what app we're

00:28:07.704 --> 00:28:08.665
using that sucks.

00:28:09.246 --> 00:28:10.166
That's not my fault,

00:28:10.666 --> 00:28:12.127
but it is my problem.

00:28:12.147 --> 00:28:13.628
And I can bitch about it or I

00:28:13.669 --> 00:28:16.009
can do something better than bitching

00:28:16.029 --> 00:28:17.330
about it, which is, I don't know, bitch,

00:28:17.371 --> 00:28:19.031
but strategic strategy.

00:28:19.471 --> 00:28:21.232
So what are the biggest friction points

00:28:21.353 --> 00:28:24.815
you see in we'll go with direct to

00:28:24.855 --> 00:28:26.996
consumer health care right now?

00:28:27.056 --> 00:28:28.856
Where does the friction lie?

00:28:28.876 --> 00:28:29.637
Where are the bottlenecks?

00:28:29.657 --> 00:28:30.397
Where are the big ones?

00:28:30.999 --> 00:28:32.798
So if I still can't book an appointment

00:28:32.818 --> 00:28:33.839
without calling,

00:28:34.299 --> 00:28:36.539
that is a huge friction point because I'm

00:28:36.660 --> 00:28:38.140
not going to do it.

00:28:38.420 --> 00:28:40.000
Like I am just, I'm not,

00:28:40.141 --> 00:28:41.080
and I will go,

00:28:41.161 --> 00:28:42.681
I'll scroll right down to the next one

00:28:42.701 --> 00:28:43.500
and go, can I,

00:28:43.661 --> 00:28:44.761
and I've done this recently.

00:28:45.842 --> 00:28:46.761
That's a huge friction point.

00:28:46.781 --> 00:28:48.241
And it's not because people don't want to

00:28:48.261 --> 00:28:49.942
pick up the phone or they're lazy or

00:28:49.982 --> 00:28:50.722
they're not comfortable.

00:28:50.742 --> 00:28:52.182
Like you are just,

00:28:52.583 --> 00:28:54.123
I just talked with a prospect about this

00:28:54.182 --> 00:28:54.623
recently.

00:28:54.663 --> 00:28:57.683
Like, you know, moms, depending on what,

00:28:58.223 --> 00:28:59.285
part of healthcare you're in,

00:28:59.785 --> 00:29:01.486
but we can just zoom back and say

00:29:01.526 --> 00:29:02.645
not even moms, women, right?

00:29:02.685 --> 00:29:04.707
Like women are the primary healthcare

00:29:04.727 --> 00:29:05.487
decision makers,

00:29:05.906 --> 00:29:07.627
they are scheduling appointments,

00:29:07.647 --> 00:29:08.387
they're doing the research,

00:29:08.407 --> 00:29:09.108
they're doing the whole thing.

00:29:09.989 --> 00:29:11.710
And then if you are targeting a mom,

00:29:11.769 --> 00:29:11.930
right?

00:29:11.950 --> 00:29:12.930
So I'll just speak for myself,

00:29:12.950 --> 00:29:13.490
for example,

00:29:13.790 --> 00:29:16.011
I am doing things on my phone when

00:29:16.271 --> 00:29:17.231
I'm making dinner,

00:29:17.711 --> 00:29:20.554
when I'm literally at a stoplight going,

00:29:20.693 --> 00:29:22.233
oh shoot, I forgot to do that,

00:29:22.413 --> 00:29:24.234
I forgot to schedule that appointment,

00:29:24.275 --> 00:29:25.596
and then I'm online and I'm scheduling the

00:29:25.615 --> 00:29:25.955
appointment.

00:29:26.756 --> 00:29:28.576
um but even if you're not that busy

00:29:28.676 --> 00:29:30.178
right like you just want the ease of

00:29:30.218 --> 00:29:31.838
being able to go oh shoot it's eleven

00:29:31.878 --> 00:29:34.861
o'clock at night i finally stopped working

00:29:34.901 --> 00:29:36.801
for the day i'm like relaxing or whatever

00:29:36.821 --> 00:29:37.843
you're doing like i need to be able

00:29:37.883 --> 00:29:39.463
to schedule that so that's a huge friction

00:29:39.503 --> 00:29:42.506
point um and i think what happens is

00:29:42.566 --> 00:29:46.468
and you know this right like organizations

00:29:46.587 --> 00:29:50.290
will often create the experience based on

00:29:50.310 --> 00:29:53.051
their internal process rather than have

00:29:53.231 --> 00:29:55.034
their internal process fit

00:29:56.077 --> 00:29:59.160
the patient experience that's not like

00:29:59.259 --> 00:30:00.759
that is not a good excuse and so

00:30:00.779 --> 00:30:02.740
like you said like it's not my fault

00:30:02.821 --> 00:30:04.942
but but it's my problem so if if

00:30:05.002 --> 00:30:07.064
we have these tools to help our people

00:30:07.104 --> 00:30:08.605
but it's actually not working because like

00:30:08.664 --> 00:30:11.425
oh it didn't plug into the emr or

00:30:11.445 --> 00:30:13.166
it's not plugging into the email to like

00:30:13.487 --> 00:30:15.988
trigger that like okay sorry but figure it

00:30:16.067 --> 00:30:17.749
out like figure out what tool is actually

00:30:17.788 --> 00:30:19.789
going to get us there solve the problem

00:30:19.829 --> 00:30:21.990
right solve the problem if that's that's

00:30:22.172 --> 00:30:22.811
that's the problem

00:30:23.500 --> 00:30:26.642
Um, I did a series on Instagram yesterday.

00:30:26.922 --> 00:30:27.561
This is what I do.

00:30:27.602 --> 00:30:29.143
Like if I'm like on a lazy Sunday,

00:30:29.222 --> 00:30:30.163
I had a hockey game.

00:30:30.222 --> 00:30:32.284
I still play like forty year old man

00:30:32.324 --> 00:30:34.806
hockey and I'm like, I got to rest.

00:30:34.826 --> 00:30:37.007
I don't want to pull a hammy.

00:30:37.606 --> 00:30:38.788
So I'm sitting around watching TV,

00:30:38.827 --> 00:30:39.887
which is something I don't normally do.

00:30:40.288 --> 00:30:42.189
And then I don't really watch TV.

00:30:42.288 --> 00:30:43.890
I have TV on and then I'm playing

00:30:43.930 --> 00:30:44.490
with other things.

00:30:44.970 --> 00:30:45.570
I did a video.

00:30:45.651 --> 00:30:47.372
I did a series of seven videos while

00:30:47.392 --> 00:30:48.551
I was watching TV yesterday.

00:30:49.272 --> 00:30:50.012
I played around with

00:30:52.115 --> 00:30:54.455
Seven ways to flip healthcare recruiting a

00:30:54.497 --> 00:30:55.176
hundred eighty degrees.

00:30:55.396 --> 00:30:56.518
Like let's revolutionize it.

00:30:57.398 --> 00:30:57.959
Even though I've not,

00:30:58.138 --> 00:30:59.200
I've been in healthcare recruiting,

00:30:59.220 --> 00:30:59.901
but not primarily.

00:30:59.980 --> 00:31:01.561
I've been in marketing and part of the

00:31:01.582 --> 00:31:02.682
marketing motion was healthcare

00:31:02.722 --> 00:31:03.463
recruiting, right?

00:31:03.544 --> 00:31:04.384
So I was like, I don't know,

00:31:04.565 --> 00:31:06.726
let's go bananas and let's have fun.

00:31:07.166 --> 00:31:08.627
And did I play around with AI and

00:31:08.667 --> 00:31:09.048
push it?

00:31:09.268 --> 00:31:10.509
And it gave me fifty ideas and I

00:31:10.528 --> 00:31:12.490
go, great, now give me the top seven,

00:31:12.590 --> 00:31:13.672
rank it by virality,

00:31:14.452 --> 00:31:16.493
rank it by things people are going to

00:31:16.513 --> 00:31:18.155
be pissed at me for saying because it's

00:31:18.336 --> 00:31:20.958
wrong and you can't do that, right?

00:31:21.498 --> 00:31:22.900
And then I made quick videos, you know,

00:31:22.960 --> 00:31:24.621
minute and a half long videos explaining

00:31:24.661 --> 00:31:26.202
the idea and why I was on the

00:31:26.222 --> 00:31:26.423
list.

00:31:26.462 --> 00:31:28.144
And then I did a countdown from seven

00:31:28.163 --> 00:31:28.525
to one.

00:31:29.085 --> 00:31:30.967
And one had to do with something that

00:31:30.987 --> 00:31:31.626
you just said,

00:31:31.807 --> 00:31:35.089
which is if a clinician wants to work

00:31:35.130 --> 00:31:36.151
for, if a clinician,

00:31:36.211 --> 00:31:37.192
if you have someone in front of you,

00:31:37.412 --> 00:31:39.094
and let's be very clear right now in

00:31:39.134 --> 00:31:39.855
twenty twenty six,

00:31:40.234 --> 00:31:41.516
there are more openings than there are

00:31:41.556 --> 00:31:41.997
clinicians.

00:31:42.778 --> 00:31:43.759
Twenty five years ago,

00:31:44.138 --> 00:31:45.500
you had to you had to crawl through

00:31:45.519 --> 00:31:46.839
broken glass to get a job.

00:31:47.121 --> 00:31:48.740
And whatever they offered, you said, yes,

00:31:49.540 --> 00:31:50.622
it is not the case now.

00:31:51.342 --> 00:31:52.481
Sorry, it's flipped.

00:31:52.863 --> 00:31:54.182
But your processes haven't.

00:31:55.042 --> 00:31:58.203
So one of my suggestions was really show

00:31:58.223 --> 00:31:59.545
it like a whole first hold up a

00:31:59.605 --> 00:32:00.865
mirror like you just did,

00:32:01.326 --> 00:32:03.546
which is if a clinician says,

00:32:03.605 --> 00:32:05.007
I want four tenths and you're like,

00:32:05.126 --> 00:32:06.787
that doesn't fit with our system,

00:32:07.667 --> 00:32:10.509
you have a shitty system that can't adapt.

00:32:11.453 --> 00:32:12.653
I need three twelves.

00:32:13.474 --> 00:32:19.395
I need school season hours because my kid

00:32:19.435 --> 00:32:21.576
ranks higher on my to-do list than you.

00:32:22.096 --> 00:32:23.037
Sorry, bro.

00:32:23.737 --> 00:32:25.317
Like I think even the video, maybe this,

00:32:25.837 --> 00:32:26.557
I didn't leave it in.

00:32:27.278 --> 00:32:28.698
When we were in high school, you know,

00:32:28.738 --> 00:32:30.338
when you're teaching kids about working

00:32:30.378 --> 00:32:31.679
hard and being on a team, you're like,

00:32:31.999 --> 00:32:32.098
hey,

00:32:32.138 --> 00:32:33.680
the name on the front of the jersey

00:32:34.160 --> 00:32:35.619
is more important than the name on the

00:32:35.680 --> 00:32:36.099
back.

00:32:36.759 --> 00:32:38.780
And I'm like, is it though?

00:32:39.444 --> 00:32:41.006
Because my family name is on the back

00:32:42.445 --> 00:32:43.886
and this company name is on the front.

00:32:43.906 --> 00:32:45.047
So sorry,

00:32:45.207 --> 00:32:47.248
I need you to quite literally turn it

00:32:47.268 --> 00:32:48.827
around and understand I work for this

00:32:48.867 --> 00:32:49.749
team, not this team.

00:32:50.229 --> 00:32:50.788
I hang out.

00:32:51.048 --> 00:32:53.349
I work for this team because I work.

00:32:53.430 --> 00:32:54.730
I own that team.

00:32:55.109 --> 00:32:58.571
So if you can't adapt your processes,

00:32:59.011 --> 00:33:00.592
if one person coming in and being like,

00:33:00.632 --> 00:33:01.653
I want to do four tens and you're

00:33:01.673 --> 00:33:02.373
like, we don't do that.

00:33:03.567 --> 00:33:05.467
and you're confused why more people aren't

00:33:05.707 --> 00:33:06.928
dying to work for you,

00:33:07.607 --> 00:33:08.847
I need you to look at your internal

00:33:08.867 --> 00:33:09.827
processes and say,

00:33:10.367 --> 00:33:11.907
the process works for the person,

00:33:12.269 --> 00:33:13.429
not the other way around.

00:33:13.489 --> 00:33:14.449
If you're in healthcare too,

00:33:14.848 --> 00:33:15.969
this is what the Americans with

00:33:16.009 --> 00:33:17.108
Disabilities Act is.

00:33:17.929 --> 00:33:18.750
Well, there's the door.

00:33:18.890 --> 00:33:19.809
Yeah, there's no ramp.

00:33:20.190 --> 00:33:21.089
It doesn't work for me.

00:33:21.309 --> 00:33:22.529
You make it for the person.

00:33:22.890 --> 00:33:24.131
The person doesn't just get out of their

00:33:24.151 --> 00:33:26.330
wheelchair and crawl on their hands up the

00:33:26.351 --> 00:33:28.451
stairs like they did in DC X number

00:33:28.471 --> 00:33:29.892
of years ago.

00:33:29.912 --> 00:33:31.491
But we still operate like that.

00:33:31.551 --> 00:33:32.311
Make it make sense.

00:33:33.847 --> 00:33:35.288
I can't make it make sense.

00:33:35.348 --> 00:33:36.329
It doesn't make sense.

00:33:37.290 --> 00:33:38.592
That's exactly how we operate.

00:33:39.692 --> 00:33:42.193
And I think one is it's maybe old

00:33:42.213 --> 00:33:42.914
school thinking.

00:33:42.954 --> 00:33:44.675
Two is like they're just not paying

00:33:44.715 --> 00:33:46.336
attention to the reality.

00:33:46.577 --> 00:33:47.298
And it's like,

00:33:47.397 --> 00:33:48.459
if you want to work for us,

00:33:48.499 --> 00:33:50.000
this is what it looks like.

00:33:50.901 --> 00:33:51.882
Two options.

00:33:51.981 --> 00:33:52.701
Those are the options.

00:33:52.761 --> 00:33:54.604
And people are now, I mean,

00:33:54.624 --> 00:33:55.845
it's the same thing with like remote,

00:33:55.904 --> 00:33:56.105
right?

00:33:56.125 --> 00:33:56.924
So as a physical therapist,

00:33:56.944 --> 00:33:57.766
you can't work remotely.

00:33:57.806 --> 00:33:59.126
But as a person who works in,

00:33:59.487 --> 00:34:00.567
I guess you could.

00:34:00.587 --> 00:34:01.148
Yeah.

00:34:02.628 --> 00:34:05.170
But as a person who works in corporate

00:34:05.509 --> 00:34:07.411
typing on a computer a lot of the

00:34:07.451 --> 00:34:08.190
time, I can.

00:34:08.331 --> 00:34:09.831
So why do I need to go be

00:34:09.931 --> 00:34:12.211
in your office and commute one hour each

00:34:12.251 --> 00:34:14.793
way when I could get probably more done

00:34:14.853 --> 00:34:16.454
and be home to see my children and

00:34:16.474 --> 00:34:17.454
get them off the school bus?

00:34:18.333 --> 00:34:20.155
I boil this down because I have smart

00:34:20.195 --> 00:34:20.554
friends.

00:34:20.574 --> 00:34:21.896
This is why I appear smart.

00:34:21.956 --> 00:34:23.135
It's all it's all an act.

00:34:23.155 --> 00:34:23.856
It's all a gag.

00:34:24.456 --> 00:34:25.657
But you boil everything down to an

00:34:25.697 --> 00:34:26.036
emotion.

00:34:27.389 --> 00:34:29.070
If I'm not good at delegating,

00:34:29.731 --> 00:34:31.913
I feel like I'm losing control and that

00:34:31.952 --> 00:34:32.914
makes me feel anxious.

00:34:33.054 --> 00:34:33.414
So I say,

00:34:33.434 --> 00:34:35.436
you have to sit in front of me.

00:34:35.456 --> 00:34:37.157
Hearing you say you want this,

00:34:37.478 --> 00:34:39.621
I have to change my processes.

00:34:39.661 --> 00:34:41.101
That triggers anxiety.

00:34:41.463 --> 00:34:41.963
I don't do it.

00:34:42.023 --> 00:34:42.523
I say no.

00:34:43.003 --> 00:34:45.025
And then I justify it with a story.

00:34:45.385 --> 00:34:46.567
These kids today don't want to work.

00:34:48.992 --> 00:34:49.411
right?

00:34:49.472 --> 00:34:49.652
No,

00:34:49.751 --> 00:34:50.532
they just don't want to work in your

00:34:50.572 --> 00:34:52.594
dumb system because it's dumb and it

00:34:52.614 --> 00:34:54.934
doesn't make your thing or my thing

00:34:54.974 --> 00:34:55.315
better.

00:34:55.574 --> 00:34:57.235
It makes no one's thing better.

00:34:57.856 --> 00:34:58.076
Right.

00:34:58.336 --> 00:34:59.777
It just makes you not be able to

00:35:00.338 --> 00:35:01.838
breathe over my shoulder and walk into my

00:35:01.878 --> 00:35:03.818
office twenty five times a day and change

00:35:03.858 --> 00:35:05.519
my direction of what I'm working on.

00:35:05.539 --> 00:35:06.400
I'll give you an example.

00:35:07.460 --> 00:35:09.302
The process of scheduling music for a

00:35:09.342 --> 00:35:10.063
radio station

00:35:11.268 --> 00:35:13.690
was pretty manual when I was doing it

00:35:13.769 --> 00:35:14.309
on purpose.

00:35:14.329 --> 00:35:16.050
Like we wanted a human to touch it.

00:35:16.831 --> 00:35:17.391
It's just dumb.

00:35:17.471 --> 00:35:18.190
It's a radio thing.

00:35:18.271 --> 00:35:18.851
I don't know.

00:35:18.891 --> 00:35:19.911
But we took pride in it.

00:35:20.150 --> 00:35:20.851
It was my job.

00:35:20.952 --> 00:35:22.291
I was the music director at one point.

00:35:23.231 --> 00:35:24.873
I had to sit at the radio station

00:35:25.612 --> 00:35:26.813
and I could have just blown through it

00:35:26.833 --> 00:35:27.572
and done it crappy,

00:35:27.592 --> 00:35:29.713
but I sort of liked doing good at

00:35:29.753 --> 00:35:30.173
my job.

00:35:30.373 --> 00:35:32.074
I wanted people at any point,

00:35:32.094 --> 00:35:33.574
my boss could just went backwards and be

00:35:33.594 --> 00:35:34.355
like, why'd you do that?

00:35:34.434 --> 00:35:34.914
Why'd you do that?

00:35:34.994 --> 00:35:35.896
And I wanted to be able to be

00:35:35.936 --> 00:35:36.795
like, I did it.

00:35:36.916 --> 00:35:37.596
I did a good job.

00:35:37.976 --> 00:35:38.715
I wanted to do a good job.

00:35:38.755 --> 00:35:39.257
I got paid.

00:35:39.317 --> 00:35:40.277
I wanted to do a good job.

00:35:40.336 --> 00:35:40.556
Right.

00:35:40.876 --> 00:35:42.398
I had to sit at the radio station

00:35:42.538 --> 00:35:45.119
after I was done working and do that

00:35:45.161 --> 00:35:45.481
job.

00:35:45.800 --> 00:35:46.601
It was sort of tedious.

00:35:46.902 --> 00:35:48.822
It was a DOS-based program.

00:35:49.023 --> 00:35:49.344
Kids,

00:35:49.684 --> 00:35:52.565
go Google that if you want shitty user

00:35:52.606 --> 00:35:53.106
experience.

00:35:53.126 --> 00:35:53.927
That's all we had.

00:35:54.387 --> 00:35:55.789
That's all we had, right?

00:35:56.268 --> 00:35:57.929
I actually just watched War Games with

00:35:57.971 --> 00:35:59.110
Matthew Broderick yesterday,

00:35:59.130 --> 00:36:01.092
and that's all based on DOS-based

00:36:01.353 --> 00:36:01.672
computers.

00:36:02.213 --> 00:36:02.653
I digress.

00:36:02.693 --> 00:36:03.574
Good stuff.

00:36:04.385 --> 00:36:06.307
myself and the other music director for

00:36:06.327 --> 00:36:07.608
the other radio station in the building

00:36:07.628 --> 00:36:07.889
were like,

00:36:08.090 --> 00:36:10.771
can we have this program put on our

00:36:10.811 --> 00:36:13.173
laptops so we can do this at home?

00:36:13.574 --> 00:36:16.077
So I could start dinner or go hit

00:36:16.097 --> 00:36:19.440
the gym because radio stations are a big

00:36:19.460 --> 00:36:20.981
fan of having their next day's worth of

00:36:21.041 --> 00:36:22.762
music done before you leave for the day.

00:36:23.224 --> 00:36:24.184
But I can't leave now,

00:36:24.204 --> 00:36:24.965
but I got shit to do.

00:36:25.626 --> 00:36:28.128
And we were told no for like years.

00:36:28.507 --> 00:36:30.248
And I was like, I'm okay with no,

00:36:30.588 --> 00:36:31.909
as long as you give me a good

00:36:31.969 --> 00:36:32.309
reason.

00:36:32.510 --> 00:36:35.351
Because supposedly, we're both adults.

00:36:36.512 --> 00:36:37.833
And if you treat me like a child,

00:36:38.072 --> 00:36:41.295
guess who I'm going to act like?

00:36:41.335 --> 00:36:41.434
Right.

00:36:41.514 --> 00:36:42.735
Act like a petulant three-year-old.

00:36:42.996 --> 00:36:44.297
And then guess what happened after like

00:36:44.356 --> 00:36:45.717
four or five years of me just questioning

00:36:45.737 --> 00:36:45.938
this?

00:36:46.097 --> 00:36:46.557
They allowed it.

00:36:46.577 --> 00:36:47.599
They allowed it.

00:36:47.795 --> 00:36:48.916
But why did we do it five years

00:36:48.956 --> 00:36:49.177
ago?

00:36:49.637 --> 00:36:51.039
Because I don't want to.

00:36:51.099 --> 00:36:52.280
I'm in charge.

00:36:52.481 --> 00:36:53.021
I'm in charge.

00:36:53.262 --> 00:36:53.543
Why?

00:36:53.922 --> 00:36:54.704
Because they were nervous.

00:36:54.824 --> 00:36:55.985
Well, it's slippery slope.

00:36:56.106 --> 00:36:57.427
What are you going to do next?

00:36:57.907 --> 00:36:59.590
Record your radio show from home?

00:37:00.577 --> 00:37:00.898
Hey,

00:37:00.918 --> 00:37:02.559
you know where a large majority of the

00:37:02.599 --> 00:37:04.021
radio you listen to is recorded?

00:37:04.360 --> 00:37:05.061
In that guy's home.

00:37:05.081 --> 00:37:06.181
They're just taping it.

00:37:06.282 --> 00:37:07.143
It's called voice tracking.

00:37:07.222 --> 00:37:08.204
It's been around for decades.

00:37:08.563 --> 00:37:11.306
And now there's one dude in New York

00:37:11.425 --> 00:37:12.927
doing twenty eight stations across the

00:37:12.947 --> 00:37:13.288
country.

00:37:13.708 --> 00:37:14.628
And we're there already.

00:37:15.128 --> 00:37:15.688
Yeah.

00:37:15.708 --> 00:37:17.251
So everything boils down to fear.

00:37:17.431 --> 00:37:18.532
Why will I not allow it?

00:37:18.652 --> 00:37:20.512
Fear, fear, fear, fear.

00:37:20.873 --> 00:37:23.735
So my point in the series was take

00:37:23.876 --> 00:37:27.318
a crazy, take a problem in recruiting.

00:37:27.358 --> 00:37:28.119
I just picked recruiting.

00:37:29.614 --> 00:37:31.054
focus on that one problem and quite

00:37:31.094 --> 00:37:32.677
literally be like how this is the formula

00:37:32.777 --> 00:37:34.398
how do we do it now like this

00:37:34.619 --> 00:37:35.800
great what would happen if we just did

00:37:35.840 --> 00:37:37.581
like whoop this and for the podcast

00:37:37.621 --> 00:37:40.945
listeners i just turned it over i did

00:37:40.965 --> 00:37:44.889
i think number oh number two was if

00:37:45.128 --> 00:37:47.271
andrea works for a pt clinic or whatever

00:37:47.351 --> 00:37:49.432
and jimmy's applying the interview is now

00:37:49.472 --> 00:37:51.173
structured like this jimmy we've got an

00:37:51.215 --> 00:37:51.434
hour

00:37:52.125 --> 00:37:53.425
that you structure the interview.

00:37:53.887 --> 00:37:55.327
You are interviewing me.

00:37:55.347 --> 00:37:56.329
Like quite literally be like,

00:37:56.489 --> 00:37:57.550
I have no questions.

00:37:58.090 --> 00:38:00.132
I will have questions after you ask me.

00:38:00.673 --> 00:38:02.476
Here's a simulate.

00:38:02.496 --> 00:38:03.277
Here's what we're looking for.

00:38:03.297 --> 00:38:04.577
Like give them some information because

00:38:04.597 --> 00:38:06.119
this is a one hundred and eighty degree

00:38:06.199 --> 00:38:06.480
idea.

00:38:07.021 --> 00:38:08.081
What do you want to know?

00:38:09.965 --> 00:38:11.065
I'm not selling anything.

00:38:11.485 --> 00:38:13.126
I make suggestions, you make decisions,

00:38:13.527 --> 00:38:13.726
right?

00:38:14.007 --> 00:38:16.507
So it was turn the application process

00:38:16.806 --> 00:38:17.706
completely around.

00:38:18.106 --> 00:38:18.688
Be like, okay,

00:38:19.068 --> 00:38:20.467
the power dynamic has shifted,

00:38:20.907 --> 00:38:22.507
but your interview is still the same.

00:38:23.588 --> 00:38:25.509
Hey, you know, ruffling some papers.

00:38:26.289 --> 00:38:27.349
What's your biggest weakness?

00:38:27.449 --> 00:38:28.068
I swear to God,

00:38:28.128 --> 00:38:29.429
someone asked me what my biggest weakness

00:38:29.469 --> 00:38:30.369
is in a job interview.

00:38:30.630 --> 00:38:31.889
I'm going to go, hey, thanks so much.

00:38:31.969 --> 00:38:32.630
I appreciate it.

00:38:32.650 --> 00:38:34.050
You've told me everything I need to know

00:38:34.070 --> 00:38:35.050
about you.

00:38:35.349 --> 00:38:36.751
Or why you need to pay me double

00:38:36.971 --> 00:38:37.990
because your shit is broken.

00:38:38.251 --> 00:38:40.795
Because if that's your thing, Andrea,

00:38:42.659 --> 00:38:43.641
everything is marketing.

00:38:44.081 --> 00:38:45.224
Everything is marketing.

00:38:45.614 --> 00:38:47.436
Want to hear my number one bananas

00:38:47.715 --> 00:38:48.335
suggestion?

00:38:49.036 --> 00:38:49.496
Let's hear it.

00:38:49.755 --> 00:38:50.717
I should tell the audience,

00:38:50.996 --> 00:38:52.677
go to Instagram and scroll to the number

00:38:52.817 --> 00:38:53.197
one video.

00:38:53.257 --> 00:38:53.898
I'm not going to do that.

00:38:53.918 --> 00:38:54.918
I'm just going to tell it to you

00:38:54.938 --> 00:38:56.739
because I don't do surprises, right?

00:38:56.798 --> 00:38:57.978
Number one was...

00:38:59.599 --> 00:39:01.880
I don't have any food or drink with

00:39:01.940 --> 00:39:03.880
me, but since whatever year,

00:39:03.900 --> 00:39:05.280
we have to put ingredients,

00:39:05.380 --> 00:39:06.981
recommended daily allowances,

00:39:07.601 --> 00:39:08.541
serving size.

00:39:09.202 --> 00:39:09.862
There is...

00:39:10.782 --> 00:39:15.528
a label on every single thing that the

00:39:15.548 --> 00:39:17.010
Food and Drug Administration says a human

00:39:17.030 --> 00:39:17.871
is going to put in their body.

00:39:18.353 --> 00:39:19.594
I know exactly what's in it.

00:39:19.855 --> 00:39:20.735
I know how much sugar.

00:39:21.157 --> 00:39:23.099
I know this, all the things.

00:39:24.400 --> 00:39:26.222
I got to be a master scientist to

00:39:26.242 --> 00:39:27.485
figure out what a job is like.

00:39:28.597 --> 00:39:29.659
Patient expectation.

00:39:30.099 --> 00:39:31.280
Can I do three twelves?

00:39:31.340 --> 00:39:31.940
Can I do this?

00:39:32.440 --> 00:39:35.503
I have to ask forty seven people to

00:39:35.543 --> 00:39:36.443
get this information.

00:39:36.724 --> 00:39:38.246
Imagine you having to make three phone

00:39:38.286 --> 00:39:39.927
calls to find out what the serving size

00:39:39.967 --> 00:39:40.947
is on Doritos.

00:39:41.367 --> 00:39:43.128
That would be batshit bananas.

00:39:43.369 --> 00:39:46.652
But that is how we treat.

00:39:46.992 --> 00:39:49.094
A job offer in twenty twenty six still.

00:39:49.353 --> 00:39:51.275
So I said the company that is just

00:39:51.295 --> 00:39:52.336
like here it is.

00:39:53.626 --> 00:39:54.626
It's got some great parts.

00:39:54.927 --> 00:39:55.967
It's got some shitty parts.

00:39:56.347 --> 00:39:56.748
Do the math.

00:39:57.007 --> 00:39:58.048
That's what we're doing anyway.

00:39:58.949 --> 00:40:00.530
Oh, look, the job is a job.

00:40:00.570 --> 00:40:01.951
It's got some shitty parts to it.

00:40:02.452 --> 00:40:03.652
That's why we give you the money.

00:40:03.672 --> 00:40:04.532
That's what the money is for.

00:40:04.552 --> 00:40:04.693
Exactly.

00:40:04.713 --> 00:40:05.994
That's why you're getting paid for it.

00:40:06.034 --> 00:40:06.293
Right.

00:40:06.614 --> 00:40:08.335
But all of them do.

00:40:08.536 --> 00:40:11.097
But we're all used car salesmen going,

00:40:11.478 --> 00:40:12.777
I don't talk numbers on the phone.

00:40:12.797 --> 00:40:14.900
Your presence is your power.

00:40:15.099 --> 00:40:16.440
Your presence is your leverage.

00:40:17.731 --> 00:40:19.012
No, it's not you dumb ass.

00:40:19.032 --> 00:40:20.193
It's the fact that you have a job

00:40:20.273 --> 00:40:21.532
open and I have a license.

00:40:21.833 --> 00:40:22.733
That's my leverage.

00:40:22.813 --> 00:40:24.175
And you've had that job open for six

00:40:24.215 --> 00:40:25.436
months post.

00:40:26.577 --> 00:40:27.717
And I want to look right in the

00:40:27.737 --> 00:40:30.599
camera when I say this post salary in

00:40:30.639 --> 00:40:31.559
the damn post.

00:40:31.599 --> 00:40:32.719
Oh, my goodness, Jimmy.

00:40:32.760 --> 00:40:34.101
I was just thinking about this.

00:40:34.842 --> 00:40:35.282
So what is it?

00:40:35.322 --> 00:40:38.103
Colorado is like it's a law.

00:40:38.143 --> 00:40:38.744
It has to be.

00:40:38.784 --> 00:40:41.005
So if you have a remote job.

00:40:41.985 --> 00:40:43.827
in theory if you're letting people from i

00:40:43.867 --> 00:40:46.186
think it's colorado apply you need to just

00:40:46.206 --> 00:40:48.608
post it for all to see so uh

00:40:48.668 --> 00:40:50.489
if i see a job that's remote and

00:40:50.528 --> 00:40:51.929
it doesn't have a salary requirement i'll

00:40:51.969 --> 00:40:55.150
report it because like why would yeah sure

00:40:55.190 --> 00:40:57.311
this sounds great but let's be honest i'm

00:40:57.371 --> 00:40:59.371
working because i would like to get paid

00:40:59.572 --> 00:41:01.373
i'm not working because your job

00:41:01.413 --> 00:41:02.672
description sounds great like

00:41:03.182 --> 00:41:05.063
what about wait a minute andrea what about

00:41:05.083 --> 00:41:06.963
the stock images of happy people next to

00:41:07.023 --> 00:41:12.164
them how great would that be how great

00:41:12.184 --> 00:41:13.865
would that be oh god i can't wait

00:41:13.885 --> 00:41:15.905
till this happens if i ever go on

00:41:15.925 --> 00:41:18.947
a job interview for marketing what am i

00:41:19.027 --> 00:41:20.847
do you have any questions andrea we're on

00:41:20.867 --> 00:41:22.347
that job you're high you're potentially

00:41:22.367 --> 00:41:23.827
hiring me and you're it's that point go

00:41:23.907 --> 00:41:26.449
ahead uh jimmy do you have any questions

00:41:27.079 --> 00:41:27.518
Absolutely.

00:41:27.619 --> 00:41:28.179
I appreciate you asking.

00:41:28.219 --> 00:41:28.719
I got a few,

00:41:28.739 --> 00:41:29.719
so I'm going to just run through them

00:41:29.739 --> 00:41:29.820
here.

00:41:30.219 --> 00:41:31.880
So did a pretty deep dive on your

00:41:31.900 --> 00:41:32.280
website.

00:41:32.681 --> 00:41:33.780
It's pretty user-friendly.

00:41:34.782 --> 00:41:36.342
The guy, the man,

00:41:36.362 --> 00:41:37.681
the woman on this page,

00:41:37.902 --> 00:41:40.382
can I talk to them?

00:41:42.603 --> 00:41:42.744
Well,

00:41:42.764 --> 00:41:44.105
I'll have to talk to the marketing team.

00:41:44.125 --> 00:41:45.284
I'm not sure where they got that image

00:41:45.304 --> 00:41:45.545
from.

00:41:45.744 --> 00:41:46.405
Do they work here?

00:41:46.465 --> 00:41:47.065
Are they real people?

00:41:47.106 --> 00:41:47.945
Are those stock images?

00:41:48.445 --> 00:41:49.286
Those are stock images.

00:41:49.726 --> 00:41:51.367
Oh, so you guys don't value authenticity.

00:41:52.429 --> 00:41:53.748
Well, you know me too, Jimmy.

00:41:54.929 --> 00:41:56.050
Are there any other places in your

00:41:56.070 --> 00:41:57.110
business that you don't value

00:41:57.150 --> 00:41:57.690
authenticity?

00:41:58.891 --> 00:41:59.610
No, of course not.

00:42:00.391 --> 00:42:01.251
So just that.

00:42:01.711 --> 00:42:03.253
I just happened to find the one place

00:42:03.273 --> 00:42:04.172
where you fake stuff.

00:42:04.592 --> 00:42:04.853
Got it.

00:42:05.092 --> 00:42:05.413
Understood.

00:42:05.432 --> 00:42:06.253
And I'll tell you why, Jimmy.

00:42:06.333 --> 00:42:08.034
It's just too expensive to do a photo

00:42:08.074 --> 00:42:09.335
shoot and I would never give marketing

00:42:09.375 --> 00:42:10.094
that kind of budget.

00:42:10.494 --> 00:42:11.494
Understood.

00:42:11.875 --> 00:42:13.036
So what would the budget,

00:42:13.056 --> 00:42:14.835
what would the resources be for someone

00:42:14.876 --> 00:42:16.157
like me if I were to be the

00:42:16.177 --> 00:42:17.137
best candidate for this?

00:42:17.197 --> 00:42:18.898
Well, we need to figure,

00:42:18.918 --> 00:42:19.697
we will talk about that.

00:42:19.818 --> 00:42:20.860
So you have no idea.

00:42:21.380 --> 00:42:24.846
You have decided to hire someone with KPIs

00:42:25.005 --> 00:42:26.088
and targets and projects,

00:42:26.307 --> 00:42:28.070
but have no idea how much gas you're

00:42:28.090 --> 00:42:29.291
going to give them to drive to that

00:42:29.331 --> 00:42:29.572
target.

00:42:29.592 --> 00:42:31.074
You know, it's really complicated, Jimmy.

00:42:31.094 --> 00:42:33.659
We need to talk to the CFO.

00:42:33.679 --> 00:42:35.561
So the CFO makes marketing decisions?

00:42:36.601 --> 00:42:38.141
Well, the CFO manages the budgets.

00:42:38.161 --> 00:42:39.262
You know, it's tricky.

00:42:39.342 --> 00:42:40.362
It's really tricky, Jimmy.

00:42:40.983 --> 00:42:41.163
You know,

00:42:41.182 --> 00:42:43.103
there's revenue that comes in and then,

00:42:43.123 --> 00:42:44.724
you know, we need to like... Understood.

00:42:44.744 --> 00:42:46.344
I understand real world constraints.

00:42:46.726 --> 00:42:47.585
Can I ask you this?

00:42:48.887 --> 00:42:51.688
If the CFO decides my budget is half

00:42:51.728 --> 00:42:53.268
of what I think it is and I

00:42:53.309 --> 00:42:54.309
miss my KPIs,

00:42:54.608 --> 00:42:56.429
am I held accountable or is the CFO?

00:42:56.469 --> 00:42:57.951
Oh, no, you're held accountable, Jimmy.

00:42:58.010 --> 00:42:58.431
Understood.

00:42:58.630 --> 00:42:59.391
Understood.

00:42:59.471 --> 00:42:59.731
Okay.

00:42:59.972 --> 00:43:00.672
That sounds reasonable.

00:43:01.032 --> 00:43:02.353
It's not the CFO's fault.

00:43:02.958 --> 00:43:03.179
Awesome.

00:43:03.498 --> 00:43:04.681
Could I make a suggestion?

00:43:04.701 --> 00:43:06.182
Could we hold those two people who are

00:43:06.202 --> 00:43:07.646
in stock images accountable?

00:43:07.666 --> 00:43:09.909
Because it seems like we put them on

00:43:09.929 --> 00:43:10.489
our website.

00:43:10.769 --> 00:43:12.572
But do you see how insane sometimes this

00:43:12.612 --> 00:43:13.414
conversation is?

00:43:14.190 --> 00:43:15.670
And now people listening think we're

00:43:15.710 --> 00:43:16.990
totally, you know, beyond.

00:43:17.371 --> 00:43:19.271
But we're having this internal monologue.

00:43:19.592 --> 00:43:20.972
This is it, right?

00:43:21.012 --> 00:43:22.753
Internal monologue while we're doing this

00:43:22.914 --> 00:43:24.534
batshit crazy dance.

00:43:24.574 --> 00:43:25.414
It's a dance.

00:43:25.635 --> 00:43:26.175
It's a dance.

00:43:26.255 --> 00:43:27.096
I'll tell you,

00:43:27.476 --> 00:43:29.777
I was on a job interview like maybe

00:43:29.817 --> 00:43:30.697
six months ago.

00:43:31.097 --> 00:43:32.739
And the question was asked, like,

00:43:32.858 --> 00:43:34.880
what is your salary requirement?

00:43:35.079 --> 00:43:35.699
And I said, well,

00:43:35.739 --> 00:43:39.141
what is this job pay?

00:43:39.262 --> 00:43:40.501
I'm not going to share my salary

00:43:40.541 --> 00:43:41.063
requirement.

00:43:41.083 --> 00:43:41.603
Right.

00:43:42.773 --> 00:43:43.233
And they're like, well,

00:43:43.253 --> 00:43:44.273
could you give us a ballpark?

00:43:44.313 --> 00:43:44.574
And I'm like,

00:43:44.653 --> 00:43:45.855
can you give me a ballpark?

00:43:45.974 --> 00:43:46.994
I mean, I didn't get the job.

00:43:47.215 --> 00:43:47.755
Should have yelled out.

00:43:47.775 --> 00:43:48.456
Spoiler alert.

00:43:48.976 --> 00:43:49.896
Dodger Stadium.

00:43:49.916 --> 00:43:51.016
Oh, I'm sorry.

00:43:51.036 --> 00:43:52.418
I thought we were just naming ballparks.

00:43:53.378 --> 00:43:54.579
You have the job.

00:43:55.139 --> 00:43:55.920
You decide.

00:43:56.199 --> 00:43:57.800
I decide if I want to do all

00:43:57.840 --> 00:43:59.382
those things for the monies.

00:43:59.742 --> 00:44:01.782
You're not going to make me dance for

00:44:01.802 --> 00:44:02.463
my supper.

00:44:02.864 --> 00:44:03.324
Sorry.

00:44:03.583 --> 00:44:05.164
Put it on the description.

00:44:05.824 --> 00:44:07.646
At least a starting point, a range.

00:44:08.007 --> 00:44:08.206
Right.

00:44:08.286 --> 00:44:09.807
We understand the dumb dance you have to

00:44:09.827 --> 00:44:10.668
do to buy a car.

00:44:11.148 --> 00:44:11.708
MSRP.

00:44:13.068 --> 00:44:14.931
which is the dumbest acronym ever.

00:44:15.192 --> 00:44:16.893
Cause it's never what you pay.

00:44:16.974 --> 00:44:20.137
It's not suggested, not suggested.

00:44:20.177 --> 00:44:21.079
Do not do that.

00:44:21.219 --> 00:44:22.539
That's a great starting point.

00:44:22.760 --> 00:44:24.983
There's this guy I follow on Instagram.

00:44:25.204 --> 00:44:26.224
I don't even like cars.

00:44:26.545 --> 00:44:28.907
I just love watching him talk to these

00:44:28.927 --> 00:44:29.188
people.

00:44:29.228 --> 00:44:31.030
Like we're talking now in circles.

00:44:31.704 --> 00:44:33.365
It's another story for another day.

00:44:33.425 --> 00:44:34.586
But when I used to have a Jeep

00:44:34.606 --> 00:44:35.987
Wrangler before I had kids, well,

00:44:36.027 --> 00:44:37.268
until my second child.

00:44:37.289 --> 00:44:37.708
And then I was like,

00:44:37.748 --> 00:44:39.070
I can't fit you both in here.

00:44:39.150 --> 00:44:40.572
So I had to buy a big mom

00:44:40.592 --> 00:44:42.914
car and another story for another day.

00:44:42.974 --> 00:44:45.916
But I spent seven hours at the dealership

00:44:46.498 --> 00:44:47.639
Just grinding them down.

00:44:48.882 --> 00:44:50.623
And finally, I was like, oh,

00:44:50.664 --> 00:44:51.144
by the way,

00:44:51.204 --> 00:44:52.847
I have a when I got them down

00:44:52.887 --> 00:44:53.867
to their number and I was like,

00:44:53.947 --> 00:44:55.050
I have a car to trade in.

00:44:55.110 --> 00:44:55.550
And they're like, well,

00:44:55.570 --> 00:44:56.692
that was our first question.

00:44:56.751 --> 00:44:57.833
And I was like, oh, sorry,

00:44:57.873 --> 00:44:58.934
I wasn't going to trade it in at

00:44:58.954 --> 00:44:59.275
the time.

00:44:59.295 --> 00:45:00.396
But now I know, you know,

00:45:00.657 --> 00:45:01.677
it was it was fun.

00:45:01.818 --> 00:45:02.418
It was a lot of fun.

00:45:02.815 --> 00:45:03.275
How great.

00:45:03.356 --> 00:45:03.777
All right.

00:45:03.956 --> 00:45:04.617
So the next,

00:45:04.757 --> 00:45:06.077
this would be a great video.

00:45:06.478 --> 00:45:07.239
How about this?

00:45:07.739 --> 00:45:09.481
I got my buddy Drew, who's a videographer.

00:45:09.900 --> 00:45:11.121
The next time I have to buy a

00:45:11.161 --> 00:45:11.521
car,

00:45:12.202 --> 00:45:13.742
I am going to look up what time

00:45:13.762 --> 00:45:14.864
the dealership opens.

00:45:15.224 --> 00:45:16.405
Eight AM, eight thirty.

00:45:16.865 --> 00:45:18.887
I am going to show up with Drew

00:45:20.228 --> 00:45:23.969
and a cooler filled with breakfast, lunch,

00:45:24.110 --> 00:45:26.331
and a possible dinner, drinks,

00:45:26.831 --> 00:45:27.833
comfortable chairs,

00:45:28.193 --> 00:45:30.355
a laptop with TV shows on it and

00:45:30.394 --> 00:45:31.956
be like, I can outlast you.

00:45:34.081 --> 00:45:34.523
I'll ask you.

00:45:34.543 --> 00:45:36.485
Because think about how much I can save

00:45:36.965 --> 00:45:39.088
and divide that by eight hours of time.

00:45:39.108 --> 00:45:39.610
It's worth it.

00:45:39.630 --> 00:45:40.230
It's worth it.

00:45:40.250 --> 00:45:42.213
I'm paying myself more than a few hundred

00:45:42.233 --> 00:45:43.675
dollars an hour by getting a better deal.

00:45:44.155 --> 00:45:45.117
So if your game,

00:45:45.157 --> 00:45:47.099
if your biggest strategy is just grind him

00:45:47.139 --> 00:45:47.320
down.

00:45:47.539 --> 00:45:48.280
He's got an appointment.

00:45:48.902 --> 00:45:49.661
I want to walk in and be like,

00:45:49.742 --> 00:45:51.983
I got nothing to do today and tomorrow's

00:45:52.023 --> 00:45:52.704
clear too.

00:45:53.664 --> 00:45:54.585
I am in the market of buying a

00:45:54.606 --> 00:45:54.726
car.

00:45:54.746 --> 00:45:55.485
I'm not screwing with you.

00:45:55.865 --> 00:45:57.106
But Drew's going to document the whole

00:45:57.126 --> 00:45:57.387
thing.

00:45:57.606 --> 00:45:58.427
So I'm making,

00:45:58.907 --> 00:46:00.708
I'm actually working right now.

00:46:00.728 --> 00:46:01.230
Right.

00:46:01.250 --> 00:46:02.269
So I'm mic'd up.

00:46:02.429 --> 00:46:03.050
That's what I'll do.

00:46:03.210 --> 00:46:03.851
I'll just go in there.

00:46:03.871 --> 00:46:04.692
I would watch that as a series.

00:46:05.152 --> 00:46:06.733
And I'll take out my phone and be

00:46:06.753 --> 00:46:07.414
like, do you mind?

00:46:07.795 --> 00:46:08.775
I have a bad memory.

00:46:09.277 --> 00:46:10.498
I'm going to record all this.

00:46:10.737 --> 00:46:12.260
And then I'll just have AI listening and

00:46:12.280 --> 00:46:13.561
be like, he just said that.

00:46:13.661 --> 00:46:14.641
What do I say back?

00:46:14.842 --> 00:46:15.583
And then just be like,

00:46:15.943 --> 00:46:17.644
we can do this dance or we can

00:46:17.684 --> 00:46:18.505
not do this dance.

00:46:18.847 --> 00:46:21.108
But I'm not good at dancing.

00:46:21.409 --> 00:46:23.070
I'm better at resisting dancing.

00:46:24.519 --> 00:46:26.460
that would be uh that'd be some good

00:46:26.501 --> 00:46:29.623
content viral video at the end pull

00:46:29.742 --> 00:46:31.565
andrea's card did i mention i had trade

00:46:31.585 --> 00:46:34.025
in and just watch the guys like him

00:46:34.045 --> 00:46:35.726
he was so upset and i was like

00:46:35.887 --> 00:46:39.309
i'm sorry sir but sorry man i know

00:46:39.489 --> 00:46:44.813
i know how this goes bummer man all

00:46:44.833 --> 00:46:47.795
right uh last topic for today uh do

00:46:47.855 --> 00:46:48.235
do do

00:46:50.528 --> 00:46:52.153
You had mentioned an ops audit.

00:46:52.434 --> 00:46:53.016
Did I misread?

00:46:53.036 --> 00:46:53.436
Is that you?

00:46:53.637 --> 00:46:55.322
Was that five point ops audit?

00:46:57.266 --> 00:46:59.246
um five five like all right because i

00:46:59.266 --> 00:47:01.108
always like to make it tactical so i'll

00:47:01.148 --> 00:47:02.548
list the things i thought i got it

00:47:02.568 --> 00:47:04.130
from you i put it i copied and

00:47:04.150 --> 00:47:05.851
pasted i copy and paste things into my

00:47:05.931 --> 00:47:08.233
notes app it's my most used app the

00:47:08.293 --> 00:47:10.275
five point operations audit because if

00:47:10.295 --> 00:47:11.635
you're listening you're like okay cool

00:47:11.675 --> 00:47:14.038
what do i actually do here's the audit

00:47:14.538 --> 00:47:16.619
five points number one i already mentioned

00:47:16.940 --> 00:47:18.681
mystery shop your own clinic we already

00:47:18.721 --> 00:47:20.882
talked about that call the number who

00:47:20.922 --> 00:47:22.264
picks up is it annoying

00:47:23.023 --> 00:47:24.344
Does someone pick up and immediately put

00:47:24.364 --> 00:47:24.985
you on hold?

00:47:25.126 --> 00:47:28.628
Does it go to voicemail?

00:47:29.989 --> 00:47:31.190
Or what's the thing?

00:47:32.070 --> 00:47:35.172
Call after hours.

00:47:35.193 --> 00:47:35.954
Test your system.

00:47:36.393 --> 00:47:37.954
You were calling during hours,

00:47:38.094 --> 00:47:38.976
during a snowstorm.

00:47:39.795 --> 00:47:41.458
That was their after hours playbook.

00:47:42.157 --> 00:47:43.278
See what that feels like.

00:47:44.769 --> 00:47:45.590
Good taste in your mouth,

00:47:45.889 --> 00:47:46.769
bad taste in your mouth.

00:47:46.891 --> 00:47:47.451
Was it smooth?

00:47:47.471 --> 00:47:47.990
Was it quick?

00:47:48.431 --> 00:47:48.831
If it's not,

00:47:48.891 --> 00:47:50.251
ninety seconds or less where I feel like

00:47:50.271 --> 00:47:51.231
I got the thing I wanted,

00:47:51.811 --> 00:47:53.052
I didn't adapt to your system,

00:47:53.452 --> 00:47:54.291
you adapted to me.

00:47:54.632 --> 00:47:56.152
If not, your system is shitty,

00:47:56.552 --> 00:47:57.713
because DoorDash can do that.

00:47:57.972 --> 00:47:59.014
Like DoorDash, I'll be like,

00:47:59.293 --> 00:48:02.773
I want these sparkling seltzers.

00:48:02.934 --> 00:48:04.315
And then in the middle of my shopper

00:48:04.335 --> 00:48:05.494
shopping, it's like, bloop.

00:48:05.894 --> 00:48:07.315
They don't have that, they have this.

00:48:07.416 --> 00:48:07.936
Is that cool?

00:48:07.976 --> 00:48:08.536
And you're like, bloop.

00:48:09.036 --> 00:48:10.338
That's a great user experience.

00:48:11.438 --> 00:48:12.820
That's why you're not competing against

00:48:12.860 --> 00:48:14.942
the place that you are competing against

00:48:15.143 --> 00:48:15.583
all of it.

00:48:15.682 --> 00:48:15.963
Right?

00:48:16.003 --> 00:48:16.965
Like you're exactly right.

00:48:17.304 --> 00:48:17.925
I can cash.

00:48:17.945 --> 00:48:18.206
Remember,

00:48:18.226 --> 00:48:20.208
remember back in the day you had to

00:48:20.248 --> 00:48:22.710
go to a bank while it was open,

00:48:22.990 --> 00:48:25.233
talk to a person after you waited in

00:48:25.253 --> 00:48:27.074
a line to cash a check.

00:48:28.034 --> 00:48:30.556
To move fake money from somebody else's

00:48:30.657 --> 00:48:32.137
bank in your bank account.

00:48:32.559 --> 00:48:33.318
You weren't doing your money.

00:48:33.338 --> 00:48:34.800
You take a picture of the fake money.

00:48:35.641 --> 00:48:36.641
You take a picture.

00:48:37.061 --> 00:48:38.063
I remember my dad being like,

00:48:38.083 --> 00:48:38.903
they're going to steal from you.

00:48:38.923 --> 00:48:39.804
I'm like, I don't know.

00:48:39.844 --> 00:48:41.005
The money keeps showing up.

00:48:41.965 --> 00:48:42.286
Whatever.

00:48:42.646 --> 00:48:44.427
So call after hours and see what happens.

00:48:45.548 --> 00:48:46.750
Cancel appointment.

00:48:47.420 --> 00:48:49.702
Like you, mystery shop, your own clinic,

00:48:49.922 --> 00:48:53.987
cancel an appointment, see what happens.

00:48:54.047 --> 00:48:55.829
Like at a medium-sized practice,

00:48:55.869 --> 00:48:57.289
and it's hard to say to medium-sized

00:48:57.309 --> 00:48:57.650
practice,

00:48:57.690 --> 00:48:59.972
but like cancellations are part of life.

00:49:00.592 --> 00:49:03.615
That might warrant an entire full-time

00:49:03.655 --> 00:49:04.117
employee.

00:49:05.117 --> 00:49:07.757
Because that's leaking revenue.

00:49:08.097 --> 00:49:09.538
But if you're like, what is your job?

00:49:09.797 --> 00:49:11.358
I am captain cancellation.

00:49:11.639 --> 00:49:12.278
What does that mean?

00:49:12.958 --> 00:49:15.079
I look at cancellations from every fucking

00:49:15.179 --> 00:49:15.420
angle.

00:49:15.719 --> 00:49:16.739
I get them back on the books.

00:49:16.860 --> 00:49:18.340
It's my only job.

00:49:18.800 --> 00:49:20.201
If that's that person's only job,

00:49:21.222 --> 00:49:22.521
it's going to get paid attention to.

00:49:22.822 --> 00:49:24.382
And cancellation shouldn't just be a phone

00:49:24.402 --> 00:49:24.583
call.

00:49:24.623 --> 00:49:26.005
I just had this conversation with a family

00:49:26.045 --> 00:49:28.606
member this weekend who works in a

00:49:28.626 --> 00:49:30.329
doctor's office and they call and I'm

00:49:30.349 --> 00:49:31.389
like, but are you texting?

00:49:31.510 --> 00:49:32.210
Is there a link?

00:49:32.289 --> 00:49:32.891
Is there like,

00:49:33.030 --> 00:49:34.211
I can book this right now?

00:49:34.291 --> 00:49:35.413
Or are you leaving a message and then

00:49:35.432 --> 00:49:36.815
people aren't getting it for five days?

00:49:37.614 --> 00:49:38.936
I have to change my oil tomorrow.

00:49:39.737 --> 00:49:41.679
I got two text messages yesterday and a

00:49:41.739 --> 00:49:43.860
phone call during this live stream.

00:49:44.945 --> 00:49:45.766
Hey, just making sure.

00:49:45.885 --> 00:49:46.186
Why?

00:49:46.447 --> 00:49:49.067
Because them holding that slot means

00:49:49.086 --> 00:49:51.027
they're not holding it for someone else.

00:49:51.047 --> 00:49:51.447
Exactly.

00:49:51.467 --> 00:49:51.768
That's money.

00:49:51.788 --> 00:49:52.989
They understand the game is played.

00:49:53.188 --> 00:49:55.108
So I've gotten two text messages and they

00:49:55.168 --> 00:49:56.130
left a voicemail.

00:49:56.449 --> 00:49:57.590
And I don't even listen to the voicemail.

00:49:57.650 --> 00:49:59.311
I read the voicemail.

00:50:00.391 --> 00:50:00.931
Got it.

00:50:01.552 --> 00:50:01.992
Got it.

00:50:02.052 --> 00:50:03.072
Tomorrow, one o'clock.

00:50:03.112 --> 00:50:03.851
Yeah, I'm still good.

00:50:04.172 --> 00:50:04.612
Yep.

00:50:04.652 --> 00:50:04.813
Yep.

00:50:04.873 --> 00:50:05.032
Yep.

00:50:05.233 --> 00:50:07.032
My haircut dude does that.

00:50:07.213 --> 00:50:08.114
My haircut dude is like,

00:50:08.134 --> 00:50:08.853
if you don't show up,

00:50:08.914 --> 00:50:09.474
you pay for it.

00:50:09.693 --> 00:50:11.275
He's never charged me because I did not.

00:50:11.835 --> 00:50:13.436
I did not show up once in five

00:50:13.476 --> 00:50:13.615
years.

00:50:13.675 --> 00:50:14.496
He was like, no problem, dude.

00:50:15.090 --> 00:50:15.911
I did get charged.

00:50:16.072 --> 00:50:17.652
I did not show up once in like

00:50:17.693 --> 00:50:18.992
ten years and I was charged.

00:50:19.132 --> 00:50:21.434
It was only because women's hair is

00:50:21.454 --> 00:50:21.675
unfair.

00:50:21.775 --> 00:50:23.295
Thirty five dollars or something.

00:50:24.856 --> 00:50:25.336
Exactly.

00:50:25.356 --> 00:50:26.297
I'm like, that's fair.

00:50:26.998 --> 00:50:27.617
Cost for you.

00:50:28.719 --> 00:50:29.318
Eighty dollars.

00:50:29.358 --> 00:50:30.780
And I don't even do like color.

00:50:30.800 --> 00:50:31.599
This is my color.

00:50:31.740 --> 00:50:34.181
It's it's that's before tip.

00:50:34.282 --> 00:50:36.402
It's so I just trim.

00:50:36.463 --> 00:50:37.344
Mine's expensive.

00:50:37.384 --> 00:50:39.184
It's thirty five dollars.

00:50:40.289 --> 00:50:40.871
As a guy.

00:50:41.112 --> 00:50:41.474
And this is it.

00:50:41.494 --> 00:50:42.317
I mean, for my kids,

00:50:42.438 --> 00:50:44.846
I paid twenty two dollars for my son

00:50:44.865 --> 00:50:45.427
to get his hair.

00:50:45.447 --> 00:50:45.909
He's four.

00:50:47.135 --> 00:50:47.856
I got an idea.

00:50:48.016 --> 00:50:49.556
You know how everything old is new again.

00:50:49.577 --> 00:50:50.717
We're bringing back Thundercats.

00:50:50.737 --> 00:50:51.938
We brought back Scrub.

00:50:51.998 --> 00:50:53.577
We should talk about that next episode.

00:50:53.637 --> 00:50:55.298
The fact that like nostalgia is back,

00:50:55.338 --> 00:50:55.659
baby.

00:50:56.619 --> 00:50:57.699
I say we bring back the Flowbee.

00:50:57.739 --> 00:50:59.940
Let's buy the IP rights for Flowbee.

00:51:00.021 --> 00:51:01.201
Kids, Google Flowbee.

00:51:01.521 --> 00:51:02.461
It's a brilliant idea.

00:51:02.661 --> 00:51:03.501
Do you have a vacuum?

00:51:03.601 --> 00:51:03.922
Yes.

00:51:03.961 --> 00:51:04.663
Do you need a haircut?

00:51:04.702 --> 00:51:04.943
Yes.

00:51:05.023 --> 00:51:06.043
Do you not want to pay thirty five

00:51:06.083 --> 00:51:07.583
dollars for a haircut?

00:51:07.844 --> 00:51:09.043
Let me introduce you to Flowbee.

00:51:09.664 --> 00:51:11.045
It's not going to give you it's going

00:51:11.065 --> 00:51:12.905
to give you a C minus every but

00:51:12.965 --> 00:51:14.226
it's going to give you the same C

00:51:14.266 --> 00:51:16.047
minus every time.

00:51:17.820 --> 00:51:19.201
Number four on the ops audit,

00:51:19.262 --> 00:51:21.322
I would say measure your response time in

00:51:21.442 --> 00:51:21.922
minutes.

00:51:22.702 --> 00:51:24.722
Measure your response time in eye rolls.

00:51:25.603 --> 00:51:27.963
That's more than one minute.

00:51:29.304 --> 00:51:31.885
That's a lot of minutes, right?

00:51:32.025 --> 00:51:32.804
Like a minute.

00:51:33.704 --> 00:51:35.425
I can order a week's worth of groceries

00:51:35.726 --> 00:51:36.846
in a minute.

00:51:37.425 --> 00:51:39.266
Like I'm dumbfounded that here,

00:51:39.626 --> 00:51:42.307
I'm actually dumbfounded now in March of

00:51:42.347 --> 00:51:45.628
twenty twenty six that I don't just talk

00:51:45.768 --> 00:51:46.608
into DoorDash.

00:51:48.208 --> 00:51:51.090
Like, hey, I need some Honeycrisp apples.

00:51:51.210 --> 00:51:53.510
I need those Spindrift seltzers.

00:51:53.990 --> 00:51:55.012
I need the blah, blah, blah.

00:51:55.032 --> 00:51:55.711
Oh yeah, a gallon of milk.

00:51:55.751 --> 00:51:57.452
Like, why am I hunting and pecking?

00:51:57.913 --> 00:51:58.172
Right.

00:51:58.393 --> 00:52:00.813
I bet you by June, we're doing that.

00:52:01.414 --> 00:52:03.755
And I feel like it'll be faster.

00:52:04.215 --> 00:52:05.617
But that seems insane to me.

00:52:06.597 --> 00:52:07.978
Or, and it might be,

00:52:07.998 --> 00:52:09.059
and maybe I'm using it wrong,

00:52:10.048 --> 00:52:11.690
but I am pretty consistent on the crap

00:52:11.710 --> 00:52:12.610
that I buy from the store.

00:52:12.650 --> 00:52:13.570
I just buy the same stuff.

00:52:14.190 --> 00:52:16.052
When I go, why isn't just like, Hey,

00:52:16.152 --> 00:52:16.873
these are your seven.

00:52:17.112 --> 00:52:18.373
You've ordered these things five.

00:52:18.552 --> 00:52:19.094
The last,

00:52:19.114 --> 00:52:20.193
do you want these in your car?

00:52:20.494 --> 00:52:22.456
Oh, like, so whole foods does that,

00:52:22.476 --> 00:52:23.416
but it's part of Amazon.

00:52:23.436 --> 00:52:23.876
That's why.

00:52:24.215 --> 00:52:24.516
Got it.

00:52:24.757 --> 00:52:25.577
See, that's what I mean.

00:52:25.597 --> 00:52:26.938
Like, why doesn't door dash be like, Hey,

00:52:26.978 --> 00:52:27.958
every time you open this app,

00:52:27.978 --> 00:52:29.759
you order milk, eggs, cheese,

00:52:29.798 --> 00:52:30.059
and tortillas.

00:52:30.079 --> 00:52:32.481
Why don't we just like whole foods?

00:52:32.501 --> 00:52:32.860
Does it?

00:52:33.240 --> 00:52:33.481
Yeah.

00:52:33.820 --> 00:52:34.282
It's smart.

00:52:34.681 --> 00:52:36.422
That's like, um, on wheel of fortune.

00:52:37.744 --> 00:52:40.085
Back in the day, you'd have to guess.

00:52:40.206 --> 00:52:41.826
Like, oh, when you're in the final puzzle,

00:52:41.846 --> 00:52:42.547
whatever you call it,

00:52:42.626 --> 00:52:43.407
everybody would be like,

00:52:43.706 --> 00:52:45.927
they'd give you a bunch of consonants in

00:52:46.007 --> 00:52:46.387
one vowel.

00:52:46.407 --> 00:52:47.909
And everybody was like, R, S, T, L,

00:52:48.068 --> 00:52:48.409
N, and E.

00:52:48.748 --> 00:52:49.809
Now they just give you those.

00:52:50.188 --> 00:52:50.849
And they're like, great,

00:52:50.889 --> 00:52:52.090
pick three more and another vowel.

00:52:52.110 --> 00:52:53.710
Because they're like, we got it.

00:52:53.751 --> 00:52:54.630
You're going to say that.

00:52:54.891 --> 00:52:56.911
R, S, T, L, N, E. Got it.

00:52:58.054 --> 00:53:00.355
Pick another three, right?

00:53:01.076 --> 00:53:02.416
So I would say measure your response time

00:53:02.436 --> 00:53:03.416
in minutes, not days.

00:53:03.516 --> 00:53:04.715
Why isn't it shorter?

00:53:05.315 --> 00:53:07.777
And then, this isn't on the list,

00:53:07.817 --> 00:53:10.577
but who's in charge of fixing it?

00:53:10.777 --> 00:53:12.057
I've told this story before.

00:53:12.697 --> 00:53:14.577
Somebody was in charge of customer

00:53:14.617 --> 00:53:15.858
experience at LAX,

00:53:16.338 --> 00:53:18.559
and the problem they got one day, like,

00:53:18.659 --> 00:53:19.898
oh, we got seven hundred complaints.

00:53:20.338 --> 00:53:22.119
Great, sort through them, data monkey,

00:53:22.360 --> 00:53:24.260
and tell me what is the biggest complaint.

00:53:25.153 --> 00:53:26.335
wait time's a baggage, bro.

00:53:26.554 --> 00:53:27.275
And he was like, all right.

00:53:27.295 --> 00:53:28.657
So the guy grabbed his clipboard,

00:53:28.958 --> 00:53:29.418
probably a woman,

00:53:29.657 --> 00:53:31.500
woman grabbed her clipboard and was like,

00:53:31.800 --> 00:53:34.081
watched a bag go from the flight to

00:53:34.121 --> 00:53:34.483
the thing.

00:53:34.523 --> 00:53:34.922
And was like,

00:53:35.362 --> 00:53:37.344
can we make the conveyor belt faster?

00:53:37.385 --> 00:53:38.005
Can we do this?

00:53:38.045 --> 00:53:38.606
Can we do that?

00:53:38.646 --> 00:53:40.047
Can we put more handlers?

00:53:40.068 --> 00:53:40.487
And they were like,

00:53:40.907 --> 00:53:42.710
this is going as fast as it can.

00:53:42.730 --> 00:53:43.851
And they're like, what do we do?

00:53:44.231 --> 00:53:44.891
Do you know what she did?

00:53:44.931 --> 00:53:45.112
Do you,

00:53:45.132 --> 00:53:46.072
do you hear me tell the story before?

00:53:46.092 --> 00:53:46.873
No, no.

00:53:47.405 --> 00:53:51.268
they made the walk time longer for the

00:53:51.369 --> 00:53:53.992
person from the plane to the baggage.

00:53:54.371 --> 00:53:57.875
So the wait time was shorter.

00:53:58.235 --> 00:53:59.255
And do you know what happened to

00:53:59.295 --> 00:53:59.896
complaints?

00:54:00.838 --> 00:54:03.500
No.

00:54:03.539 --> 00:54:06.362
They went down.

00:54:06.402 --> 00:54:08.664
Same thing on New York City subways.

00:54:08.885 --> 00:54:10.885
Complaints were like, trains never come.

00:54:11.126 --> 00:54:11.487
They put

00:54:12.967 --> 00:54:14.907
Two hundred dollar digital LEDs.

00:54:14.987 --> 00:54:15.467
And they were like,

00:54:15.507 --> 00:54:16.947
that train will be here in five minutes.

00:54:17.208 --> 00:54:18.407
The trains were on time.

00:54:18.728 --> 00:54:21.489
Just felt like forever felt long.

00:54:21.548 --> 00:54:22.829
But now I know it's seven minutes.

00:54:22.869 --> 00:54:23.489
I'm like, all right,

00:54:23.510 --> 00:54:24.789
I'm just dick around for seven minutes.

00:54:25.050 --> 00:54:26.070
But when I don't know,

00:54:26.409 --> 00:54:30.471
it's infinity and infinity is long.

00:54:30.811 --> 00:54:32.072
Been in a car with a six year

00:54:32.152 --> 00:54:32.311
old.

00:54:32.452 --> 00:54:36.233
I saw a brilliant move by a parent.

00:54:36.925 --> 00:54:37.826
They were going, they're like,

00:54:37.846 --> 00:54:39.447
we're going to grandma's and it's three

00:54:39.567 --> 00:54:41.487
hours and like three hours to a child

00:54:41.507 --> 00:54:42.007
in a car.

00:54:42.027 --> 00:54:44.208
Oh God, thirty minutes to it.

00:54:44.527 --> 00:54:45.027
Yes.

00:54:45.788 --> 00:54:46.007
You know,

00:54:46.027 --> 00:54:47.489
take their tips of their fingers and run

00:54:47.509 --> 00:54:48.588
a cheese grater over it.

00:54:48.889 --> 00:54:49.528
This is painful.

00:54:50.110 --> 00:54:51.929
The mom did a thing where she took

00:54:51.989 --> 00:54:55.010
the sun visor and she took a post-it

00:54:55.050 --> 00:54:55.831
note and was like,

00:54:55.971 --> 00:54:58.512
every one of these is a half hour.

00:54:58.751 --> 00:55:00.072
Every one of these is an episode of

00:55:00.112 --> 00:55:00.572
your show.

00:55:00.932 --> 00:55:02.672
And she was like, one, two, three, four,

00:55:02.713 --> 00:55:03.432
five, six.

00:55:04.152 --> 00:55:05.574
And every thirty minutes she just pulled

00:55:05.673 --> 00:55:05.994
one away.

00:55:07.402 --> 00:55:09.925
So you could see there's three post-it

00:55:09.985 --> 00:55:10.206
notes.

00:55:10.226 --> 00:55:11.387
That's three TV shows.

00:55:11.547 --> 00:55:12.469
So watch another show.

00:55:13.010 --> 00:55:13.811
And then finally, by the end,

00:55:13.831 --> 00:55:14.311
the kid was like,

00:55:14.550 --> 00:55:15.271
I'm done with the show.

00:55:15.833 --> 00:55:16.653
Pull a post-it note.

00:55:17.255 --> 00:55:17.534
Got it.

00:55:17.914 --> 00:55:18.695
Two more post-it notes.

00:55:18.815 --> 00:55:19.177
Got it.

00:55:19.197 --> 00:55:20.378
I'm going to go watch YouTube again.

00:55:21.039 --> 00:55:23.501
Give me easy to understand feedback.

00:55:23.581 --> 00:55:24.382
Where am I in the queue?

00:55:24.702 --> 00:55:25.204
Last one.

00:55:25.443 --> 00:55:26.364
Ask your front desk.

00:55:26.625 --> 00:55:27.746
Why should someone choose us?

00:55:29.059 --> 00:55:30.021
Listen to their response.

00:55:30.221 --> 00:55:31.603
Because if they don't understand it,

00:55:32.123 --> 00:55:33.005
as Andrea would say,

00:55:33.206 --> 00:55:35.108
your front desk is marketing.

00:55:35.269 --> 00:55:35.971
Everything's marketing.

00:55:36.210 --> 00:55:38.434
So that's like a five-point audit that I

00:55:38.474 --> 00:55:40.237
came up with that really summarized like a

00:55:40.277 --> 00:55:42.521
couple of the points that we had from

00:55:42.561 --> 00:55:42.802
today.

00:55:43.539 --> 00:55:45.039
Good stuff.

00:55:45.260 --> 00:55:45.501
All right.

00:55:45.521 --> 00:55:46.280
Do you want to say thank you?

00:55:46.320 --> 00:55:48.563
Did you know we got a new sponsor

00:55:48.583 --> 00:55:48.983
for the show?

00:55:49.003 --> 00:55:49.483
We're funded.

00:55:49.503 --> 00:55:50.443
Oh, really?

00:55:50.784 --> 00:55:51.105
Yeah.

00:55:51.125 --> 00:55:52.065
I forgot to mention this earlier.

00:55:52.085 --> 00:55:53.427
We're giving them what we call the post

00:55:53.487 --> 00:55:54.487
roll in podcast talk.

00:55:54.927 --> 00:55:56.528
Episode is brought to you by AutoSend.

00:55:56.548 --> 00:55:58.670
The only automation platform that sends

00:55:58.751 --> 00:56:01.532
emails based entirely on vibes.

00:56:01.552 --> 00:56:02.594
It reads your vibes.

00:56:03.193 --> 00:56:04.135
Patient didn't show up.

00:56:04.295 --> 00:56:05.856
Perfect time for a post-visit survey.

00:56:06.137 --> 00:56:06.858
Left a voicemail.

00:56:06.938 --> 00:56:07.139
Great.

00:56:07.179 --> 00:56:08.380
We'll follow up in three business days

00:56:08.721 --> 00:56:10.041
after we've already confused you.

00:56:10.563 --> 00:56:12.244
AutoSend three thousand scaling your

00:56:12.284 --> 00:56:15.168
mistakes at the speed of Wi-Fi.

00:56:15.188 --> 00:56:15.668
All right.

00:56:15.708 --> 00:56:17.271
Time for your parting shot.

00:56:17.291 --> 00:56:17.711
What do you got?

00:56:17.811 --> 00:56:18.271
Parting shot.

00:56:18.331 --> 00:56:18.793
Last idea.

00:56:19.469 --> 00:56:20.349
what we've been talking about.

00:56:20.449 --> 00:56:21.471
Everything is marketing.

00:56:21.690 --> 00:56:23.132
Treat it that way,

00:56:23.172 --> 00:56:26.135
which also means respect your marketers.

00:56:26.456 --> 00:56:26.856
Yeah.

00:56:26.936 --> 00:56:27.717
Test drive this.

00:56:27.896 --> 00:56:28.637
Be the patient.

00:56:28.938 --> 00:56:29.898
Sit in your waiting room.

00:56:30.860 --> 00:56:31.440
When are we going to,

00:56:31.699 --> 00:56:32.541
when is it going to come up?

00:56:32.780 --> 00:56:34.422
Where's the LED saying where you are?

00:56:34.623 --> 00:56:35.903
How cool would that be if you walked

00:56:36.003 --> 00:56:38.306
in and like the flight board, you know,

00:56:38.346 --> 00:56:39.807
telling you what flights leaving when

00:56:40.047 --> 00:56:40.648
there you are.

00:56:41.289 --> 00:56:41.789
We did that.

00:56:41.809 --> 00:56:42.809
We had to de-identify.

00:56:42.889 --> 00:56:43.369
Okay, good.

00:56:43.550 --> 00:56:44.291
Then you give them.

00:56:44.311 --> 00:56:46.972
Hey, who's your favorite movie character?

00:56:47.012 --> 00:56:47.552
Brad Pitt.

00:56:47.693 --> 00:56:48.373
Ah, Mr. Pitt.

00:56:48.873 --> 00:56:49.574
Oh, that's funny.

00:56:49.773 --> 00:56:50.574
Like a little haha.

00:56:50.873 --> 00:56:52.155
Or I got to be funny on that,

00:56:52.215 --> 00:56:52.375
right?

00:56:52.394 --> 00:56:52.735
We do it.

00:56:53.076 --> 00:56:54.476
It's okay at Starbucks to yell.

00:56:54.516 --> 00:56:55.197
Yes, I understand.

00:56:55.217 --> 00:56:56.396
Healthcare and Starbucks are different.

00:56:56.777 --> 00:56:57.998
But let's have some fun with it.

00:56:58.157 --> 00:56:59.458
Let's have some fun with this.

00:56:59.958 --> 00:57:02.201
Or at least make it smooth.

00:57:02.280 --> 00:57:04.121
Like make the damn thing smooth again.

00:57:04.282 --> 00:57:06.623
All right, we're back next week.

00:57:06.722 --> 00:57:07.503
Unless there's a blizzard,

00:57:07.523 --> 00:57:08.244
then we have to cancel.

00:57:10.385 --> 00:57:12.327
Follow Andrew on LinkedIn and I'm on there

00:57:12.347 --> 00:57:12.527
too.