Marketing Lessons You Must Learn: Pivot or Perish

WEBVTT

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All right, good Tuesday morning to you.

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This is PT Breakfast Club.

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He's Dave Kittle and he's Tony Maritato.

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Wait, no, switch that.

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I'm Jimmy McKay.

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And today we're going to talk about,

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I hope we get all these

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topics in because we got

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some good ones lined up.

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Number one, term protection,

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but maybe not the one that

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you're thinking about.

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Second,

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A physical therapy or

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healthcare spin on the,

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I don't even know how many

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seasons it's in,

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much beloved TV show Shark Tank.

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And did Ozempic kill Weight Watchers?

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We're not sure that could be the scoop,

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but first I want to go to

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quite literally my mailbox.

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And I think I shared this in

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a DM with you guys,

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but this is a little bit visual,

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but I was in radio.

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I can talk you through this

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and do some play by play.

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So this is an organization.

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I won't say who,

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but I think understood the assignment.

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And this is a direct mail

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piece that I got in my

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mailbox like two days ago.

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And I was captivated and

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I don't know the last time someone said,

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I got a thing in the mail

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and I was captivated by it,

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but I'm going to show it on

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camera and I'll talk you through it.

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And then I want to hear what

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we can do in terms of

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spinning it to physical

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therapist practice owners.

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So here's the letter.

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Oh, wait, maybe I should,

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I'll cover my address.

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So people are like,

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don't be showing up at my house.

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But here's the letter.

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It is a plain white envelope.

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That's it.

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It just has my name and address on it.

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I'm not really covering

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anything up besides my name and address.

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You can send me a letter if you want.

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And in the top right-hand corner,

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it's got the details about postage.

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And in the top left-hand corner,

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where the return address is,

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is a barcode.

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And all it has...

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is three little words that say,

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do not bend.

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And I'm just holding up the envelope now.

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But when I got the letter,

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you could feel it had some stuff in it,

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right?

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So, of course,

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I get this with five or six

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other stupid things in the mail.

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Everything's in the mail, besides a check.

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A check is good.

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Everything else is sort of

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stupid or sort of annoying, right?

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Looks the same, feels the same.

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This is innocuous, right?

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This is just like anything else.

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There's no logos in the front and back.

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It does actually have a

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little bit of texture to it.

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It almost looks like a golf ball.

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It's like dimpled.

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So it feels a little bit beefy,

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a little bit.

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And then inside, there's something.

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But it was these three words that really,

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really confused me.

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Do not bend.

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So number one off the bat,

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when you see this,

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can you figure out who it's

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from or what it's about?

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You guys are like Sherlock Holmes.

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No idea.

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I had no idea.

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But of course,

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the do not bend completely captivated me.

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What's in it that I can't bend, right?

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Like I had to know before I

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even got halfway up the driveway.

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I've got the other male

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under my arm and I'm doing

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this and I'm opening it up.

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And the reason I point this

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out before we reveal who it

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was and who had a great brand strategy,

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and I gave them kudos on LinkedIn,

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I will say they understood

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the assignment of the envelope.

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They understood the

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assignment of the YouTube thumbnail.

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They understood the

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assignment of the email subject line,

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which is to get you to open the envelope,

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open the email,

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or click the video for the

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first three to five seconds.

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So I'll stop there.

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And open it with attention.

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We all open envelopes.

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We rip open envelopes,

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but you have attention.

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You had significant attention on it.

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You might've been walking up the driveway,

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but you were still serious

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about it because do not

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bend in your head and in

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our heads will be something like,

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it's important.

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What is this?

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A legal letter?

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Am I getting sued?

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Is it something fragile?

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What do you think, Tony?

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Yeah, no, I totally agree.

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I think it's one of those

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things you immediately

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think it's important.

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There are some direct marketing guys,

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Joe Polish, Dan Sullivan, Dan Kennedy,

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like this is right out of their playbook.

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I used to listen to their

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podcasts all the time.

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There are some really,

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really great strategies.

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I'll hear the rest of Jimmy's part,

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but I'll talk about a

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couple of the things that we had done,

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we had tried, that I had seen.

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Really cool stuff you could

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do with direct mail.

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yeah so so dave had it right

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and tony had it right which

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is this made me not only

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open it but like I was

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dying to open it I opened

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it first I couldn't wait to

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open it like when's the

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last time you said that

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outside of like knowing

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you're getting a check in

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the mail right couldn't

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wait so it's it's the

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version of a super bowl tv

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commercial versus a tv

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commercial any other night

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of the year people will

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tune in just to watch the commercials

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Right.

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So I rip it open and inside

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it is a brand that I've interacted.

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So this is a reactivation campaign.

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So I'm on a list because I

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was a customer within the

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last year for this brand.

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And it's a pretty, it's a pretty big brand,

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right?

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So this is actually what was

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on the inside.

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So they understood the assignment too,

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because they wrote bam,

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This is the meal kit service

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that they send the ingredients to you.

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This is Legos for adults who

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need someone to hand them

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all the pieces and the

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instructions to make a meal

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because people like me,

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I just don't like to cook.

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but they understood the assignment had,

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had,

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had the outside of the envelope

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looked like the inside, right?

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That's an ad.

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And I've seen the outside of

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an envelope look like that.

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I would have looked at it and been like,

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Oh yeah, maybe.

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Right.

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But I've already talked about it.

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Fifteen times, three times with you guys.

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We're talking about it on a live stream,

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talked about it on phone calls.

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I talked about it on

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LinkedIn because they under,

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and here's what I want to do.

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I want to,

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I want to under complicate this.

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The reason this is so

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brilliant is because it's simple.

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And I think I see most

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people overcomplicating

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trying to communicate with people.

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The brilliance is do not

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bend because of all the

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things that Dave and Tony said.

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But could you imagine being

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in a marketing meeting with

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twenty other marketing

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geniuses at HelloFresh and

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your pitch is the Seinfeld pitch?

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It's the anti pitch.

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It's the show about nothing.

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It's nothing.

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And and hopefully whoever

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was bold enough to do this,

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I guess I'm just showing my

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address on the stream from now on.

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Whoever was bold enough to do this,

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I hope they get a raise

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because my get and again,

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You can't measure open rates

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of envelopes that are sent in the mail.

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But my guess is this is

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higher than anything else

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they did in the last year.

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And they'll have you flagged

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in their system, whatever they use,

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Salesforce or HubSpot, whatever.

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Like if you eventually in

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the next several weeks or

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months or whatever, if you start paying,

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even if you don't use a code from that,

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they have your name,

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your address in their system.

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And if you start paying for

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meals again in the next

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three weeks or three months or whatever,

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then they can attribute

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probably the reactivation

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of you as a customer to this campaign.

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And now you might get other...

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We got to follow up in like a month or so.

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We got to ask you if you get

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other things in the mail

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from them that are kind of

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tied to this or it's

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probably not a one off,

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but we'll have to see.

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And just so we follow up,

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like I'm holding on the camera,

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but like inside was this

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card with a QR code,

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eighteen free meals plus a free tote.

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I get a free tote, you know,

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but it's Americans love free stuff.

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It's pretty beefy.

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So on the inside of the envelope,

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like they understood what

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are the things you can do?

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Well,

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you can feel the outside of the envelope.

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You can read it.

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You can sort of, when it says do not bend,

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what's the first thing we do?

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Oh, okay.

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What is this?

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We start to bend it.

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How much can I bend it?

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How much can I bend it, right?

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How heavy it is.

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Like when I get a present, I shake it.

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Like, what is it?

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It's a gerbil.

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Don't shake it too much.

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But the point is,

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they understood the assignment.

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This is where I want to

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undercomplicate it.

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I was working with a company yesterday,

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and we were looking at

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their email open rates that

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had been dropping off.

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And they said, well,

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maybe we're sending too many.

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And I said, hang on a second.

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And this is where I apply...

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exercise principles

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frequency intensity time

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type volume and progression

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those are exercise

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principles that's the fit

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vp principles and I said

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instead about frequency

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let's go with quality right

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like is the quality of the

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email been dropping over

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the last couple of months

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and maybe that's why people

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who have opened it aren't

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opening the later ones and

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then we looked at their um

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subject lines because

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do not bend was on my mind.

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I said, oh yeah,

00:08:31.944 --> 00:08:33.145
I wouldn't open these emails either.

00:08:33.386 --> 00:08:34.687
I don't open your emails and

00:08:34.807 --> 00:08:36.149
I'm in your target market.

00:08:36.570 --> 00:08:37.990
So we started tweaking and we said,

00:08:38.231 --> 00:08:39.332
there's not enough time for this call.

00:08:39.352 --> 00:08:40.394
We got to come back next

00:08:40.453 --> 00:08:41.475
week and talk about your

00:08:41.534 --> 00:08:43.376
subject line because the

00:08:43.636 --> 00:08:44.738
point of the subject line

00:08:45.018 --> 00:08:46.580
is to get you to open the email.

00:08:46.639 --> 00:08:47.740
The point of the envelope is

00:08:47.760 --> 00:08:50.884
to get you to open the letter, hopefully.

00:08:51.585 --> 00:08:52.904
And I want,

00:08:53.085 --> 00:08:54.086
I'd love to find out who this

00:08:54.105 --> 00:08:54.785
person is because they

00:08:54.885 --> 00:08:55.765
understood the assignment,

00:08:55.826 --> 00:08:56.666
hope they get a raise

00:08:56.966 --> 00:08:58.187
because they got me and I

00:08:58.246 --> 00:08:59.307
even knew what was going on.

00:08:59.346 --> 00:09:01.028
So I consider myself, you know,

00:09:01.148 --> 00:09:02.807
a little bit of a different consumer,

00:09:02.847 --> 00:09:02.967
right?

00:09:02.988 --> 00:09:03.347
I'm really,

00:09:03.648 --> 00:09:04.769
I'm focused on like sort of the

00:09:04.828 --> 00:09:06.749
marketing and I loved it.

00:09:06.808 --> 00:09:06.989
I mean,

00:09:07.009 --> 00:09:08.649
this makes me want to do this just

00:09:08.669 --> 00:09:10.129
to make sure that person gets a little,

00:09:10.330 --> 00:09:11.789
one little ding in their email,

00:09:12.130 --> 00:09:13.510
in her email box that goes, yes,

00:09:13.571 --> 00:09:14.711
someone do not bend,

00:09:14.870 --> 00:09:16.591
got one guy to come back to

00:09:16.631 --> 00:09:17.392
get their team free.

00:09:18.373 --> 00:09:19.193
Have you guys ever heard of

00:09:19.313 --> 00:09:21.014
Anderson or Windows by

00:09:21.095 --> 00:09:22.296
Anderson or Anderson Windows?

00:09:22.316 --> 00:09:22.917
You've heard of these?

00:09:23.456 --> 00:09:24.118
I've got Anderson Windows, yeah.

00:09:24.138 --> 00:09:26.880
All right, so maybe, I don't know.

00:09:27.020 --> 00:09:28.101
Is it a regional thing,

00:09:28.162 --> 00:09:28.922
New York area thing?

00:09:28.961 --> 00:09:29.863
I don't know.

00:09:29.883 --> 00:09:30.823
Oh, I've got Anderson Windows.

00:09:30.844 --> 00:09:31.283
They're great.

00:09:31.325 --> 00:09:32.245
Like my dad's been telling

00:09:32.264 --> 00:09:33.866
me about Anderson Windows my entire life.

00:09:34.969 --> 00:09:36.909
So Tony's never heard of them,

00:09:36.950 --> 00:09:38.009
but maybe the regional.

00:09:38.090 --> 00:09:40.230
So I got something like this.

00:09:40.331 --> 00:09:41.370
Maybe, I can't remember,

00:09:41.431 --> 00:09:43.131
maybe one or two years ago,

00:09:43.192 --> 00:09:44.592
I got a letter in the mail.

00:09:45.173 --> 00:09:47.053
And now it was a different approach,

00:09:47.073 --> 00:09:47.734
a little bit different.

00:09:47.813 --> 00:09:51.154
It was a similarly blank front envelope,

00:09:51.174 --> 00:09:53.275
but the envelope was a colored envelope.

00:09:54.096 --> 00:09:55.636
Now it was like the legal size,

00:09:56.076 --> 00:09:57.417
but it looked like it could

00:09:57.437 --> 00:09:59.418
have been like an invite to

00:09:59.477 --> 00:10:00.578
a friend's wedding.

00:10:00.979 --> 00:10:01.719
I don't know what it was,

00:10:01.739 --> 00:10:02.558
but the envelope was,

00:10:02.719 --> 00:10:03.919
I think it was like light green.

00:10:04.580 --> 00:10:05.841
And the font that they used

00:10:05.860 --> 00:10:06.660
on the front of that was

00:10:06.701 --> 00:10:08.802
not the regular Arial or, you know,

00:10:08.861 --> 00:10:10.062
Times Roman font.

00:10:10.163 --> 00:10:11.563
The font was like a script font.

00:10:11.604 --> 00:10:13.004
It looked like someone had handwritten it,

00:10:13.585 --> 00:10:13.745
right?

00:10:13.784 --> 00:10:14.825
So I did the same thing.

00:10:15.085 --> 00:10:16.166
I did the same thing as Jimmy.

00:10:16.985 --> 00:10:17.986
We get the mail and it's a

00:10:18.006 --> 00:10:19.167
bunch of white envelopes

00:10:19.187 --> 00:10:21.048
that are asking for our

00:10:21.087 --> 00:10:22.428
time and we don't care about it, right?

00:10:22.749 --> 00:10:24.029
But I see this green envelope.

00:10:24.789 --> 00:10:25.269
I pick it up,

00:10:25.571 --> 00:10:27.412
and I'm inspecting it like Jimmy did,

00:10:27.432 --> 00:10:28.192
and I rip it open,

00:10:28.873 --> 00:10:31.195
and it's a pitch for Anderson Windows,

00:10:31.215 --> 00:10:33.275
which we've never used before.

00:10:33.856 --> 00:10:36.719
And then I was like, oh,

00:10:36.739 --> 00:10:37.359
it's just Anderson.

00:10:37.458 --> 00:10:38.820
I'm not in the market for those windows.

00:10:39.120 --> 00:10:40.360
That will absolutely get the

00:10:40.400 --> 00:10:42.222
attention of a ton of

00:10:42.543 --> 00:10:43.423
potential customers.

00:10:44.224 --> 00:10:45.804
But that's another thing for

00:10:45.884 --> 00:10:46.825
potential therapists and

00:10:46.865 --> 00:10:47.745
practice owners to try,

00:10:47.785 --> 00:10:49.986
like whether it's snail mail like this,

00:10:50.027 --> 00:10:51.707
which I know costs a little bit,

00:10:51.727 --> 00:10:52.268
it's going to be like a

00:10:52.369 --> 00:10:54.129
dollar or more per envelope.

00:10:55.169 --> 00:10:56.350
You could send things like

00:10:56.370 --> 00:10:57.571
this to your past patients

00:10:57.591 --> 00:10:58.552
because Tony talked about

00:10:58.991 --> 00:10:59.652
the most profitable

00:10:59.672 --> 00:11:00.533
marketing strategy is a

00:11:00.592 --> 00:11:01.714
reactivation campaign and

00:11:01.734 --> 00:11:02.474
physical therapy.

00:11:02.974 --> 00:11:03.333
And so

00:11:04.595 --> 00:11:05.557
I've actually been thinking

00:11:05.596 --> 00:11:08.220
recently of sending mailers

00:11:08.259 --> 00:11:09.922
to our previous patients or

00:11:10.001 --> 00:11:10.942
current patients and,

00:11:11.183 --> 00:11:12.264
and potentially even the

00:11:12.284 --> 00:11:13.385
folks that call in.

00:11:13.986 --> 00:11:14.628
Cause usually I,

00:11:14.868 --> 00:11:16.090
we talked about the phone call process.

00:11:16.110 --> 00:11:17.371
We usually get their address.

00:11:17.871 --> 00:11:18.974
We would have to maybe find

00:11:19.014 --> 00:11:21.056
online their apartment number or whatever,

00:11:21.096 --> 00:11:22.958
but we can start mailing emails.

00:11:23.379 --> 00:11:25.100
things to these patients,

00:11:25.120 --> 00:11:26.101
these prospective patients

00:11:26.121 --> 00:11:27.383
homes like this.

00:11:27.864 --> 00:11:28.865
And then inside is like an

00:11:28.945 --> 00:11:30.506
offer or the inside is, you know,

00:11:30.787 --> 00:11:32.068
diagnostic imaging or whatever.

00:11:33.509 --> 00:11:34.331
And it could be for people

00:11:34.370 --> 00:11:36.113
that called us and didn't

00:11:36.133 --> 00:11:37.955
convert or they're busy or

00:11:37.995 --> 00:11:38.796
we're trying to reactivate

00:11:38.816 --> 00:11:40.798
them because they used to work with us,

00:11:40.817 --> 00:11:41.078
whatever.

00:11:42.090 --> 00:11:42.529
All right, Tony,

00:11:42.549 --> 00:11:44.611
let's go to you with things

00:11:44.631 --> 00:11:45.212
that you've done,

00:11:45.352 --> 00:11:46.974
things that I like failures too.

00:11:47.335 --> 00:11:48.215
I like successes.

00:11:48.375 --> 00:11:49.376
And then we can just sort of

00:11:49.397 --> 00:11:50.277
spitball for a hot minute

00:11:50.297 --> 00:11:50.957
before we go to the next

00:11:51.197 --> 00:11:53.120
topic in terms of like, okay,

00:11:53.220 --> 00:11:55.601
how do you bend and twist and remix,

00:11:55.642 --> 00:11:56.182
do not bend?

00:11:56.202 --> 00:11:57.423
So what's something you've done?

00:11:57.443 --> 00:11:58.244
Because you've done this.

00:11:58.284 --> 00:11:59.605
You've put your money where your mouth is.

00:11:59.826 --> 00:12:00.285
What's worked?

00:12:00.306 --> 00:12:00.927
What hasn't worked?

00:12:01.788 --> 00:12:01.989
Yeah,

00:12:02.009 --> 00:12:03.870
so now this is going back to two

00:12:03.909 --> 00:12:06.370
thousand one to two thousand six.

00:12:06.551 --> 00:12:08.230
We just started the practice.

00:12:08.270 --> 00:12:09.091
We're growing.

00:12:10.251 --> 00:12:12.851
We have a very kind of finite community.

00:12:12.892 --> 00:12:15.092
We're on an island in Sarasota.

00:12:15.812 --> 00:12:16.714
We know all the houses,

00:12:16.754 --> 00:12:18.774
about eight thousand residents off season,

00:12:18.813 --> 00:12:19.735
about twenty thousand

00:12:19.774 --> 00:12:20.914
residents in season.

00:12:22.095 --> 00:12:23.255
So I made a list of a couple

00:12:23.275 --> 00:12:24.515
of things while you guys were talking.

00:12:24.535 --> 00:12:25.615
So I used to do this thing

00:12:25.696 --> 00:12:26.517
for a lucky penny.

00:12:27.057 --> 00:12:30.097
So imagine you take a standard envelope.

00:12:31.217 --> 00:12:33.399
You do a little promotional thing inside,

00:12:33.438 --> 00:12:34.979
but then you tape a penny

00:12:35.038 --> 00:12:37.480
or glue a penny to the letter.

00:12:37.879 --> 00:12:39.179
You put it in the envelope.

00:12:39.200 --> 00:12:39.940
And what you do is you

00:12:40.000 --> 00:12:41.701
actually press around the

00:12:41.860 --> 00:12:43.600
edges of the penny on the

00:12:43.681 --> 00:12:44.681
outside of the envelope.

00:12:44.721 --> 00:12:46.581
So the person who gets the

00:12:46.662 --> 00:12:47.902
envelope can see the

00:12:47.961 --> 00:12:49.482
indentation and knows that

00:12:49.503 --> 00:12:50.623
there is a coin in there.

00:12:51.783 --> 00:12:52.822
We would do stuff and we

00:12:52.842 --> 00:12:53.744
would try different things

00:12:53.783 --> 00:12:55.384
like a lucky penny inside

00:12:55.423 --> 00:12:57.264
or a penny for your thoughts or whatever.

00:12:58.284 --> 00:12:59.965
We ran a campaign where we

00:12:59.985 --> 00:13:01.926
just put random pennies in there.

00:13:01.966 --> 00:13:03.206
We did that pressing and

00:13:03.245 --> 00:13:05.086
then we would have the

00:13:05.125 --> 00:13:06.106
person try to look up the

00:13:06.147 --> 00:13:07.126
value of the penny.

00:13:07.167 --> 00:13:09.027
But within all of that, obviously,

00:13:09.086 --> 00:13:09.947
we would talk about the

00:13:09.988 --> 00:13:11.528
value of your health.

00:13:12.128 --> 00:13:13.808
And how valuable your health

00:13:13.928 --> 00:13:15.610
is and how precious it is

00:13:15.650 --> 00:13:16.751
and how you need to work on

00:13:17.131 --> 00:13:18.633
maintaining it, protecting it.

00:13:18.692 --> 00:13:19.754
A penny invested in your

00:13:19.793 --> 00:13:21.394
health will pay dividends

00:13:21.414 --> 00:13:22.395
for the rest of your life.

00:13:22.436 --> 00:13:24.376
Like that was one direction.

00:13:25.057 --> 00:13:26.318
We did something similar.

00:13:26.678 --> 00:13:27.438
What?

00:13:27.479 --> 00:13:28.080
How did it work?

00:13:29.825 --> 00:13:31.567
You know, most of the people will be like,

00:13:31.687 --> 00:13:32.047
oh, yeah,

00:13:32.147 --> 00:13:34.289
I remember I got a thing in the mail.

00:13:35.110 --> 00:13:35.932
I wouldn't say there was a

00:13:36.011 --> 00:13:37.113
high conversion rate,

00:13:37.153 --> 00:13:38.855
but one or two clients out

00:13:38.934 --> 00:13:41.357
of maybe a hundred or two hundred we sent,

00:13:41.398 --> 00:13:43.620
we never did five thousand mailers.

00:13:45.082 --> 00:13:46.403
We just couldn't afford that.

00:13:47.225 --> 00:13:48.645
But typically anytime we did

00:13:48.686 --> 00:13:49.967
something like this,

00:13:50.008 --> 00:13:51.349
we would get one or two

00:13:51.769 --> 00:13:52.769
people who would come in.

00:13:52.789 --> 00:13:53.630
Uh,

00:13:53.711 --> 00:13:55.633
another one was I'll pay you to read

00:13:55.673 --> 00:13:55.932
this.

00:13:55.972 --> 00:13:57.735
It was written across the

00:13:57.774 --> 00:13:59.677
top of the outside of the envelope.

00:13:59.716 --> 00:14:01.217
I will pay you to read this.

00:14:01.818 --> 00:14:04.041
And when you opened it, there's a dollar.

00:14:04.461 --> 00:14:05.541
That was either paper

00:14:05.581 --> 00:14:06.981
clipped or whatever to the

00:14:07.042 --> 00:14:08.741
letter and then the letter

00:14:09.302 --> 00:14:10.023
and the same thing.

00:14:10.062 --> 00:14:11.582
The letter was just an introduction.

00:14:11.623 --> 00:14:12.943
Hey, we're new to the neighborhood.

00:14:12.984 --> 00:14:14.524
We're a physical therapy provider.

00:14:15.283 --> 00:14:16.024
Actually, at that time,

00:14:16.043 --> 00:14:17.085
we were personal training

00:14:17.125 --> 00:14:18.365
more than physical therapy,

00:14:18.625 --> 00:14:20.086
but we gave them the option

00:14:20.145 --> 00:14:22.885
to get in shape, lose weight, feel,

00:14:23.027 --> 00:14:24.586
you know, revived again,

00:14:24.626 --> 00:14:25.567
all that kind of stuff.

00:14:25.626 --> 00:14:26.307
I don't remember.

00:14:26.366 --> 00:14:27.488
It was copywriting.

00:14:28.148 --> 00:14:29.869
uh that I borrowed air

00:14:29.908 --> 00:14:31.830
quotes borrowed from like

00:14:32.049 --> 00:14:33.230
um some of the main

00:14:33.269 --> 00:14:36.011
copywriters at that time uh

00:14:36.032 --> 00:14:37.793
we did a thing with a fish

00:14:38.133 --> 00:14:40.173
so it was like a thin film

00:14:40.514 --> 00:14:42.215
that was shaped like a fish

00:14:42.254 --> 00:14:43.315
and if you put it in your

00:14:43.375 --> 00:14:44.836
hand it was a fortune

00:14:44.855 --> 00:14:45.916
telling fish that's what it

00:14:45.936 --> 00:14:47.517
was you put it in your hand

00:14:47.537 --> 00:14:48.658
the heat of your hand would

00:14:48.717 --> 00:14:50.278
cause the fish to curl up

00:14:50.879 --> 00:14:52.178
in different patterns and

00:14:52.219 --> 00:14:53.320
depending on the pattern

00:14:54.240 --> 00:14:56.660
You would read responses.

00:14:56.701 --> 00:14:58.101
So like ask the fish a

00:14:58.182 --> 00:15:00.383
question about your health

00:15:00.442 --> 00:15:01.724
and then the fish would curl.

00:15:01.764 --> 00:15:03.825
And then one of the answers might be,

00:15:03.924 --> 00:15:05.525
you know, talk to a physical therapist.

00:15:06.086 --> 00:15:07.166
Just corny stuff.

00:15:07.567 --> 00:15:10.067
The last one was it was a wooden coin.

00:15:10.847 --> 00:15:12.589
We had ordered five hundred

00:15:12.629 --> 00:15:14.149
of these wooden coins.

00:15:14.710 --> 00:15:16.750
It was a pretty funny saying on the coin,

00:15:16.789 --> 00:15:17.770
but I can't remember what

00:15:17.811 --> 00:15:18.691
that saying was.

00:15:18.750 --> 00:15:19.691
And it was just another

00:15:19.731 --> 00:15:21.331
thing we can put into an envelope.

00:15:21.812 --> 00:15:22.572
It had bulk.

00:15:22.653 --> 00:15:23.592
It had volume.

00:15:23.613 --> 00:15:24.633
When somebody receives it,

00:15:24.673 --> 00:15:25.573
they could feel that there

00:15:25.594 --> 00:15:26.673
was something in there.

00:15:28.115 --> 00:15:28.294
You know,

00:15:28.315 --> 00:15:29.894
we're not doing these things today.

00:15:29.975 --> 00:15:31.836
So they weren't as effective

00:15:32.275 --> 00:15:33.657
as I would have liked them to be.

00:15:33.697 --> 00:15:35.778
But they they did help get

00:15:35.817 --> 00:15:37.418
the ball rolling when we

00:15:37.437 --> 00:15:38.778
were just getting started.

00:15:39.501 --> 00:15:40.962
Well, these are the sorts of things,

00:15:41.403 --> 00:15:43.083
and I'll tell you what the

00:15:43.323 --> 00:15:45.164
social translation of these things are.

00:15:45.346 --> 00:15:46.005
These are the sorts of

00:15:46.046 --> 00:15:47.366
things you can't do all the

00:15:47.407 --> 00:15:48.908
time because you can't tell

00:15:48.927 --> 00:15:50.308
the same joke all the time, right?

00:15:50.369 --> 00:15:50.629
Right.

00:15:51.149 --> 00:15:51.828
You'll take the wind out.

00:15:52.090 --> 00:15:53.149
These are pickup lines.

00:15:53.910 --> 00:15:54.610
That's what these are.

00:15:54.931 --> 00:15:57.153
Like, do not bend, got my attention.

00:15:58.095 --> 00:15:58.696
Excuse me,

00:15:58.735 --> 00:15:59.596
could you tell me how much a

00:15:59.657 --> 00:16:00.677
polar bear weighs?

00:16:00.958 --> 00:16:02.279
If I say that to a girl and she goes,

00:16:02.399 --> 00:16:02.961
what?

00:16:03.081 --> 00:16:03.981
Enough to break the ice.

00:16:04.062 --> 00:16:04.562
Hi, I'm Jimmy.

00:16:04.602 --> 00:16:05.244
Nice to meet you.

00:16:05.845 --> 00:16:06.946
I've zigged and zagged.

00:16:07.326 --> 00:16:08.248
She's doing this,

00:16:08.467 --> 00:16:10.650
which I'm one for one on that pickup line,

00:16:10.671 --> 00:16:11.010
by the way.

00:16:11.432 --> 00:16:13.754
But it's a pattern disruption.

00:16:14.621 --> 00:16:14.841
Right.

00:16:15.363 --> 00:16:15.682
Really,

00:16:15.722 --> 00:16:17.644
really good marketers understand

00:16:17.744 --> 00:16:20.145
the goal is to, again,

00:16:20.426 --> 00:16:21.486
undercomplicate it.

00:16:21.908 --> 00:16:22.087
Right.

00:16:22.128 --> 00:16:23.528
The goal is of the pickup

00:16:23.568 --> 00:16:24.850
line is not to get married.

00:16:25.009 --> 00:16:25.690
I'm still not married.

00:16:25.750 --> 00:16:26.650
I haven't figured it out yet.

00:16:26.671 --> 00:16:28.131
I'm the only guy on the show not married.

00:16:28.152 --> 00:16:28.972
But the goal of pickup line

00:16:29.072 --> 00:16:29.813
isn't to get married.

00:16:29.854 --> 00:16:30.693
The goal of pickup line is

00:16:30.734 --> 00:16:31.894
to talk for ten minutes.

00:16:32.296 --> 00:16:33.135
And the goal of talking for

00:16:33.176 --> 00:16:34.277
ten minutes is to maybe get

00:16:34.317 --> 00:16:35.197
coffee in a week.

00:16:35.577 --> 00:16:36.619
The goal of coffee in a week

00:16:36.698 --> 00:16:38.620
is this is all test drive, right?

00:16:38.860 --> 00:16:40.701
This is building a relationship.

00:16:41.142 --> 00:16:43.623
This is PR, public relations one-on-one.

00:16:43.982 --> 00:16:44.923
And I got to learn public

00:16:44.964 --> 00:16:46.764
relations from a Franciscan friar.

00:16:47.164 --> 00:16:48.206
I told you guys this before, right?

00:16:48.265 --> 00:16:49.246
Like the brown robe,

00:16:49.267 --> 00:16:50.147
the rope around his waist.

00:16:50.407 --> 00:16:52.087
So everything was super basic.

00:16:52.349 --> 00:16:53.950
Brother Basil wasn't flashy.

00:16:54.350 --> 00:16:55.451
And I hated that while I was

00:16:55.490 --> 00:16:56.211
there because I wanted to

00:16:56.250 --> 00:16:58.533
be slick and cool and da-da-da.

00:16:58.572 --> 00:16:59.712
But what I actually got was

00:16:59.972 --> 00:17:01.855
all of the basics because

00:17:02.195 --> 00:17:03.556
public relations isn't slick.

00:17:04.471 --> 00:17:05.852
It's the words in the name.

00:17:05.872 --> 00:17:07.253
It's building a relationship

00:17:07.294 --> 00:17:07.973
with the public.

00:17:08.755 --> 00:17:11.037
HelloFresh took a shot with Do Not Bend.

00:17:11.298 --> 00:17:12.999
That lands for me.

00:17:14.200 --> 00:17:16.583
Psychographically, not demographic,

00:17:16.643 --> 00:17:18.424
not forty-four years old

00:17:18.464 --> 00:17:20.787
and living in a zip code and this income.

00:17:21.067 --> 00:17:21.768
That's demographics.

00:17:21.988 --> 00:17:24.288
But psychographically, that works for me.

00:17:24.348 --> 00:17:26.308
They understand their customer,

00:17:26.388 --> 00:17:27.170
in my opinion.

00:17:27.490 --> 00:17:30.230
And this plays for me.

00:17:30.490 --> 00:17:32.391
This might not play for my dad, right?

00:17:32.411 --> 00:17:33.371
But this plays for me.

00:17:33.411 --> 00:17:34.412
So they understand your son.

00:17:34.652 --> 00:17:37.211
Your wooden nickel, that's kind of cool.

00:17:37.231 --> 00:17:38.772
So now let's just spitball

00:17:38.792 --> 00:17:41.034
before we move on because this is nice,

00:17:41.114 --> 00:17:41.273
right?

00:17:41.294 --> 00:17:42.733
This is a cool little case

00:17:42.753 --> 00:17:43.614
study and examples.

00:17:43.953 --> 00:17:45.595
But how might you use this

00:17:46.714 --> 00:17:48.096
I brainstormed sort of an

00:17:48.155 --> 00:17:50.016
idea with myself of how

00:17:50.056 --> 00:17:51.135
could you use Do Not Bend

00:17:51.155 --> 00:17:53.017
in your health practice,

00:17:53.037 --> 00:17:54.557
in your PT practice, in your OT practice,

00:17:54.636 --> 00:17:55.017
anything.

00:17:56.678 --> 00:17:57.577
I had this idea that we

00:17:57.617 --> 00:17:59.478
never fully executed before.

00:18:00.338 --> 00:18:02.098
But if we take Dave's Anderson Windows,

00:18:02.598 --> 00:18:04.700
I always wanted to invite

00:18:05.240 --> 00:18:07.681
reactivation patients to a

00:18:07.780 --> 00:18:09.181
combine practice.

00:18:09.473 --> 00:18:09.594
Now,

00:18:09.693 --> 00:18:11.675
I was working for like a really

00:18:11.796 --> 00:18:13.016
sports-focused clinic when

00:18:13.056 --> 00:18:14.257
I first got out of PT school.

00:18:14.738 --> 00:18:16.798
A lot of CrossFit athletes, triathletes,

00:18:16.818 --> 00:18:18.160
a lot of spandex,

00:18:18.299 --> 00:18:20.801
a lot of spandex and tight apparel.

00:18:21.082 --> 00:18:21.902
Picture that, right?

00:18:21.942 --> 00:18:22.522
Turf floor.

00:18:22.962 --> 00:18:23.903
And what I wanted to do is

00:18:23.963 --> 00:18:25.204
come up with like eight or

00:18:25.244 --> 00:18:27.625
nine events like the NFL

00:18:27.685 --> 00:18:29.948
Combine because the NFL

00:18:29.968 --> 00:18:30.647
took this thing that was

00:18:30.847 --> 00:18:32.849
super stupid boring, right?

00:18:33.230 --> 00:18:34.069
Testing these players.

00:18:34.171 --> 00:18:35.590
And then now it's prime time.

00:18:35.672 --> 00:18:36.711
Like they made testing

00:18:36.791 --> 00:18:39.054
athletes important and they made it fun.

00:18:39.614 --> 00:18:41.234
Could you do that for your

00:18:41.275 --> 00:18:42.036
potential patients?

00:18:42.056 --> 00:18:42.896
So it's like come up with a

00:18:42.916 --> 00:18:43.537
bunch of events that you

00:18:43.557 --> 00:18:44.978
could do in clinic that you

00:18:45.018 --> 00:18:47.759
could do in thirty to forty five minutes.

00:18:48.401 --> 00:18:49.801
Do it on a night or two.

00:18:49.882 --> 00:18:50.102
Be like,

00:18:50.122 --> 00:18:51.522
we're doing the combine this week.

00:18:51.583 --> 00:18:52.903
It's Tuesday and Thursday

00:18:52.923 --> 00:18:53.625
between these hours.

00:18:53.664 --> 00:18:54.965
You come give us your

00:18:55.006 --> 00:18:56.267
registration number that

00:18:56.307 --> 00:18:58.127
you got in your mailer or your email.

00:18:58.167 --> 00:18:59.128
Now it feels personal.

00:18:59.749 --> 00:19:00.710
We're going to rank you

00:19:00.750 --> 00:19:02.351
across these eight domains

00:19:02.490 --> 00:19:03.231
and then we're going to use

00:19:03.271 --> 00:19:04.853
some math magic and we're

00:19:04.873 --> 00:19:05.633
going to rank you against

00:19:05.653 --> 00:19:06.854
people in your gender and

00:19:06.874 --> 00:19:08.796
your age to see where you fall.

00:19:10.583 --> 00:19:11.564
Understanding how fast you

00:19:11.584 --> 00:19:12.805
run the forty is cool.

00:19:12.964 --> 00:19:13.664
Understand that you're the

00:19:13.744 --> 00:19:15.185
fastest guy in your code

00:19:15.425 --> 00:19:16.727
that ran the combine this

00:19:16.767 --> 00:19:18.647
year at that I thought was

00:19:18.708 --> 00:19:20.409
cooler because if you're like, well,

00:19:20.470 --> 00:19:21.990
I want to play rugby or I want to play,

00:19:22.030 --> 00:19:23.030
you know, coed soccer,

00:19:23.050 --> 00:19:23.872
how do I get faster?

00:19:24.982 --> 00:19:25.584
right this way.

00:19:26.204 --> 00:19:26.865
So for me,

00:19:26.905 --> 00:19:29.409
it was this combine idea of make it fun.

00:19:29.449 --> 00:19:30.711
If you tell me you're all about movement,

00:19:31.151 --> 00:19:32.073
make an event where I can

00:19:32.113 --> 00:19:33.054
come and move and you can

00:19:33.114 --> 00:19:34.134
rank me and rate me and

00:19:34.154 --> 00:19:35.917
make it feel about me.

00:19:36.218 --> 00:19:38.280
Do not bend was about me.

00:19:38.480 --> 00:19:40.063
And that's why I think it was successful.

00:19:40.103 --> 00:19:40.983
How could we twist this?

00:19:41.023 --> 00:19:41.204
What's,

00:19:41.305 --> 00:19:42.306
what's an idea for me to be to

00:19:42.346 --> 00:19:42.747
twist this?

00:19:44.368 --> 00:19:45.769
So real quick, again,

00:19:45.789 --> 00:19:47.372
we're talking about lumpy

00:19:47.432 --> 00:19:48.813
mail or lump mail.

00:19:48.972 --> 00:19:51.174
And if we didn't kind of term it before,

00:19:51.194 --> 00:19:52.556
but this is like a marketing term.

00:19:53.856 --> 00:19:56.019
And marketers, I just Googled lumpy mail.

00:19:56.098 --> 00:19:57.500
So marketers claim lumpy

00:19:57.519 --> 00:19:59.402
mail package has an open

00:19:59.422 --> 00:20:00.202
rate of a hundred percent,

00:20:00.242 --> 00:20:01.483
meaning nobody can resist

00:20:01.523 --> 00:20:03.184
finding out what the lump

00:20:03.265 --> 00:20:04.766
in that package might be.

00:20:04.846 --> 00:20:06.107
So I'm going to kick it over to Tony.

00:20:06.448 --> 00:20:08.128
Should therapists, PTs, OTs,

00:20:08.148 --> 00:20:09.750
should they be, I don't know, like,

00:20:10.550 --> 00:20:12.332
Can they insert something like, I mean,

00:20:12.471 --> 00:20:13.353
it's pretty cheap if you do

00:20:13.373 --> 00:20:14.874
a dollar or one or two pennies,

00:20:14.894 --> 00:20:15.574
that's pretty cheap.

00:20:16.434 --> 00:20:17.555
I think, I don't know,

00:20:17.654 --> 00:20:18.836
I'm spitballing here as well.

00:20:19.115 --> 00:20:21.096
Should they cut a TheraBand

00:20:21.136 --> 00:20:22.198
apart and throw that in there?

00:20:22.258 --> 00:20:23.719
I mean, it's gonna- Oh, look at that.

00:20:24.861 --> 00:20:26.342
The heavier the item,

00:20:26.402 --> 00:20:27.761
obviously it's gonna cost you more.

00:20:28.022 --> 00:20:30.364
I think a penny or two or a quarter,

00:20:30.463 --> 00:20:31.644
because then it's bigger.

00:20:32.505 --> 00:20:33.984
I think that's pretty smart,

00:20:34.865 --> 00:20:36.386
but it needs to tie into,

00:20:36.426 --> 00:20:37.527
like you guys were kind of both saying,

00:20:37.547 --> 00:20:38.788
it needs to tie into what

00:20:38.807 --> 00:20:39.688
you want them to do.

00:20:40.228 --> 00:20:42.308
So the thing of like pennies, like,

00:20:42.829 --> 00:20:43.009
you know,

00:20:43.710 --> 00:20:45.571
I would, or, or two pennies.

00:20:46.051 --> 00:20:46.972
And it's something like,

00:20:47.333 --> 00:20:49.695
I would love your two cents on whatever,

00:20:49.756 --> 00:20:51.837
like, and it could be on, uh, you know,

00:20:51.877 --> 00:20:53.278
Hey, we're looking to, I don't know, buy,

00:20:53.298 --> 00:20:56.362
uh, we're looking to invest our, uh,

00:20:56.442 --> 00:20:58.022
invest more in our therapy practice.

00:20:58.063 --> 00:20:58.903
And we're looking to buy

00:20:58.963 --> 00:21:00.005
either this thing or this thing,

00:21:00.045 --> 00:21:01.786
the alter G or the shockwave or this,

00:21:01.807 --> 00:21:02.267
or I don't know,

00:21:02.307 --> 00:21:05.269
like you could just spit ball, but I'm,

00:21:05.349 --> 00:21:05.730
I want,

00:21:05.849 --> 00:21:07.270
I would love for your two cents to

00:21:07.971 --> 00:21:09.011
for you to call this number

00:21:09.112 --> 00:21:11.333
or email this back or whatever.

00:21:12.113 --> 00:21:12.394
Tony,

00:21:12.473 --> 00:21:14.294
what are some items other than the

00:21:14.334 --> 00:21:16.714
dollar or two pennies or a quarter,

00:21:16.734 --> 00:21:18.336
which is genius in itself,

00:21:18.816 --> 00:21:21.037
any other lump items that

00:21:21.057 --> 00:21:22.557
will not cost the sender

00:21:22.876 --> 00:21:23.817
more than like a dollar

00:21:23.837 --> 00:21:24.617
fifty per envelope?

00:21:25.188 --> 00:21:26.067
You just reminded me.

00:21:26.127 --> 00:21:27.848
So another great one we did

00:21:28.068 --> 00:21:29.789
was I went on eBay.

00:21:30.009 --> 00:21:32.730
I ordered a hundred pill bottles,

00:21:32.851 --> 00:21:34.310
like the orange, you know,

00:21:34.330 --> 00:21:35.290
kind of see-through pill

00:21:35.310 --> 00:21:36.551
bottle with the white cap

00:21:36.592 --> 00:21:37.892
and it was child protected.

00:21:37.971 --> 00:21:39.452
And we would write a little

00:21:39.532 --> 00:21:41.653
note and put it in there about, you know,

00:21:41.794 --> 00:21:43.193
not having to have

00:21:43.253 --> 00:21:45.295
medication and using physical therapy.

00:21:45.414 --> 00:21:47.174
And you can mail that.

00:21:47.315 --> 00:21:47.496
I mean,

00:21:47.516 --> 00:21:48.816
you just throw a label on it and

00:21:48.855 --> 00:21:49.875
shoot it through the mail.

00:21:49.895 --> 00:21:51.196
It wasn't that expensive.

00:21:52.176 --> 00:21:52.938
Like you said,

00:21:53.198 --> 00:21:54.019
I know exactly what you're

00:21:54.038 --> 00:21:55.220
talking about with lumpy mail.

00:21:56.260 --> 00:21:57.461
Any of these things,

00:21:57.481 --> 00:22:00.044
you just need to look at it, be creative.

00:22:00.104 --> 00:22:01.444
If I was a hand therapist,

00:22:01.505 --> 00:22:03.487
maybe I'd put clothespins

00:22:04.407 --> 00:22:06.528
in envelopes and mail that.

00:22:06.569 --> 00:22:08.270
They love to use those clothespins.

00:22:08.830 --> 00:22:10.573
You just look around and get

00:22:10.673 --> 00:22:11.933
really creative and have a

00:22:12.054 --> 00:22:12.994
lot of fun with this.

00:22:13.035 --> 00:22:14.395
And just for people listening,

00:22:14.435 --> 00:22:15.257
if you don't know what we

00:22:15.336 --> 00:22:17.057
mean when we say reactivation,

00:22:18.299 --> 00:22:19.661
What I would do on my clinic

00:22:19.780 --> 00:22:22.443
is let's say year number one, we get four,

00:22:22.663 --> 00:22:23.984
four hundred new patients

00:22:24.246 --> 00:22:24.925
into the clinic.

00:22:26.248 --> 00:22:27.628
Those aren't all going to be

00:22:27.669 --> 00:22:28.990
great patients that I want

00:22:29.250 --> 00:22:30.291
back in my clinic,

00:22:30.311 --> 00:22:31.212
but they're going to be some.

00:22:31.732 --> 00:22:33.394
And so we had a three three

00:22:33.434 --> 00:22:34.915
tier classification.

00:22:35.096 --> 00:22:37.798
We just use red, red, yellow, green.

00:22:38.220 --> 00:22:39.361
We put them on a spreadsheet.

00:22:39.401 --> 00:22:40.883
I'd export it from my EMR.

00:22:41.383 --> 00:22:43.564
And I just be like, OK, these green ones,

00:22:43.624 --> 00:22:44.644
these are the names of the

00:22:44.664 --> 00:22:45.924
people that I absolutely

00:22:45.964 --> 00:22:47.086
want back in my clinic

00:22:47.306 --> 00:22:48.426
every chance I get.

00:22:48.906 --> 00:22:51.208
The yellow ones, I'll take them,

00:22:51.508 --> 00:22:52.169
but I probably don't

00:22:52.209 --> 00:22:53.750
deliver as much value to them.

00:22:53.809 --> 00:22:55.329
So it might not be worth me

00:22:55.369 --> 00:22:56.911
trying to get them back in.

00:22:56.951 --> 00:22:58.872
The red ones are like, absolutely not.

00:22:58.912 --> 00:23:00.472
They are not coming back to my clinic.

00:23:01.232 --> 00:23:03.654
And back in early two thousand.

00:23:04.708 --> 00:23:06.068
we would literally write a

00:23:06.108 --> 00:23:08.069
letter and a handwritten

00:23:08.130 --> 00:23:09.589
letter on a piece of paper just saying,

00:23:09.990 --> 00:23:11.892
hey, John, you know, patient,

00:23:13.051 --> 00:23:13.792
this is Tony.

00:23:13.813 --> 00:23:14.833
It's been about three months

00:23:14.853 --> 00:23:15.653
since we've seen you for

00:23:15.692 --> 00:23:17.273
that rotator cuff issue you had.

00:23:17.394 --> 00:23:18.375
Usually this is about the

00:23:18.414 --> 00:23:19.275
time that some of those

00:23:19.315 --> 00:23:20.635
symptoms start to come back.

00:23:21.155 --> 00:23:22.297
I would love to hear from you.

00:23:22.336 --> 00:23:23.356
Just give me a call.

00:23:23.576 --> 00:23:24.397
Let me know how you're doing.

00:23:24.837 --> 00:23:25.338
That's it.

00:23:25.358 --> 00:23:26.640
And I'd shoot it off in the mail.

00:23:27.921 --> 00:23:30.064
If I wanted to kind of experiment,

00:23:30.263 --> 00:23:31.945
I could do things like

00:23:31.965 --> 00:23:33.267
we're talking about here to

00:23:33.307 --> 00:23:35.368
make that letter more interesting.

00:23:35.970 --> 00:23:37.412
But usually it's just that

00:23:37.471 --> 00:23:38.353
letter handwritten.

00:23:38.413 --> 00:23:40.054
I hand write on the outside of the letter.

00:23:40.694 --> 00:23:41.316
And, you know,

00:23:41.336 --> 00:23:43.357
we'd always get a call from that person.

00:23:43.917 --> 00:23:45.259
That person would always

00:23:45.318 --> 00:23:46.059
want to come back.

00:23:46.240 --> 00:23:47.461
A lot of times therapists

00:23:47.480 --> 00:23:49.363
don't realize patients feel

00:23:49.462 --> 00:23:51.664
guilty if they didn't do

00:23:51.704 --> 00:23:52.786
their stuff and now their

00:23:52.826 --> 00:23:54.247
symptoms are back and they

00:23:54.267 --> 00:23:55.689
feel so guilty that they

00:23:55.729 --> 00:23:56.789
don't want to call you and

00:23:56.809 --> 00:23:57.450
they don't want to come

00:23:57.470 --> 00:23:59.132
back in because they feel ashamed.

00:23:59.511 --> 00:24:01.013
But if you open that door for them,

00:24:01.054 --> 00:24:02.435
be like, hey, this is totally normal.

00:24:02.536 --> 00:24:03.757
I expect people to come back

00:24:03.777 --> 00:24:04.557
in ninety days.

00:24:05.019 --> 00:24:06.140
I want to see you again.

00:24:06.180 --> 00:24:06.820
Just come on in.

00:24:06.861 --> 00:24:09.242
We'll do a, you know, one, two sessions.

00:24:09.303 --> 00:24:10.964
It doesn't have to be twelve sessions.

00:24:11.306 --> 00:24:12.487
They always come back.

00:24:12.567 --> 00:24:14.809
We always anytime we hit a dip,

00:24:15.250 --> 00:24:16.270
we'd reactivate.

00:24:16.592 --> 00:24:19.035
We'd always fill the clinic back up.

00:24:19.075 --> 00:24:20.135
They're warm like.

00:24:20.785 --> 00:24:22.625
Yeah, they like you, they trust you.

00:24:22.665 --> 00:24:24.386
You already have the relationship.

00:24:25.188 --> 00:24:27.568
That no like trust funnel, right?

00:24:27.808 --> 00:24:28.089
I mean,

00:24:28.430 --> 00:24:29.450
HelloFresh understood the

00:24:29.490 --> 00:24:31.070
assignment because I was a customer.

00:24:31.111 --> 00:24:31.471
That's why we,

00:24:31.872 --> 00:24:33.992
without knowing anybody at HelloFresh,

00:24:34.012 --> 00:24:35.634
like I'm pretty sure this

00:24:35.653 --> 00:24:36.634
is like just sent to,

00:24:36.674 --> 00:24:37.796
this wasn't sent to randos.

00:24:37.816 --> 00:24:39.195
This was sent to people who'd spent money.

00:24:39.517 --> 00:24:40.116
And I think I've been a

00:24:40.176 --> 00:24:41.117
customer of HelloFresh

00:24:41.178 --> 00:24:43.179
twice and then lapsed and come back.

00:24:43.499 --> 00:24:45.579
So they know, like if you poke Jimmy,

00:24:45.921 --> 00:24:47.020
Jimmy might come back.

00:24:47.121 --> 00:24:49.403
If you throw a line, Jimmy might respond.

00:24:50.844 --> 00:24:54.346
So even those patients who drop off,

00:24:54.986 --> 00:24:57.007
like a lot of them drop off

00:24:57.047 --> 00:24:58.867
just because other stuff comes up.

00:24:59.407 --> 00:25:00.108
And then again,

00:25:00.169 --> 00:25:01.269
they feel guilty because

00:25:01.288 --> 00:25:02.970
they didn't finish the plan of care.

00:25:03.131 --> 00:25:05.031
And you think I don't.

00:25:05.071 --> 00:25:06.772
But therapists think, oh,

00:25:06.792 --> 00:25:08.133
they don't care about their health.

00:25:08.153 --> 00:25:09.513
That was a terrible patient.

00:25:09.753 --> 00:25:10.674
You know, no,

00:25:10.714 --> 00:25:11.935
they just got busy and it

00:25:12.135 --> 00:25:14.156
fell lower on the priority list.

00:25:14.557 --> 00:25:15.577
You reach out to him.

00:25:15.738 --> 00:25:17.779
Hey, Dave, how's it going?

00:25:17.819 --> 00:25:19.040
I know you probably got busy.

00:25:19.101 --> 00:25:19.861
No big deal.

00:25:20.301 --> 00:25:21.363
Happens to a lot of us.

00:25:21.682 --> 00:25:22.824
We start feeling better.

00:25:23.124 --> 00:25:24.665
We get busy with other things.

00:25:24.726 --> 00:25:25.806
We don't finish up.

00:25:25.826 --> 00:25:27.387
But the great news is we

00:25:27.407 --> 00:25:28.489
still have three or four

00:25:28.528 --> 00:25:30.130
sessions that you can come in for.

00:25:30.569 --> 00:25:31.510
Why don't we get you on the

00:25:31.550 --> 00:25:32.531
schedule for tomorrow?

00:25:32.912 --> 00:25:33.252
You know,

00:25:33.333 --> 00:25:34.933
and there was that really back in.

00:25:36.693 --> 00:25:38.214
There was a brilliant campaign.

00:25:38.276 --> 00:25:40.116
Shout out to my old boss, Chris Lloyd,

00:25:41.117 --> 00:25:43.460
on-air name Sausage, for several years.

00:25:43.480 --> 00:25:45.141
He's now in Long Island at a huge,

00:25:45.201 --> 00:25:47.202
huge WBAB.

00:25:47.962 --> 00:25:49.324
He had a calendar on his wall.

00:25:49.423 --> 00:25:50.365
And once a month,

00:25:50.384 --> 00:25:51.385
he had to take the calendar

00:25:51.425 --> 00:25:52.467
down and put up the next month.

00:25:52.787 --> 00:25:54.327
And underneath it was a

00:25:54.468 --> 00:25:56.130
full-page ad from the New York Times.

00:25:56.490 --> 00:25:57.191
And it was from...

00:25:58.547 --> 00:25:59.247
I think it was like from

00:25:59.366 --> 00:26:01.268
Holiday Inn and they took

00:26:01.328 --> 00:26:02.808
out a full page ad to

00:26:02.868 --> 00:26:04.289
create a holiday and it was

00:26:04.329 --> 00:26:06.932
called Towel Amnesty Day

00:26:07.571 --> 00:26:09.492
because the thing was, they were like,

00:26:09.553 --> 00:26:09.932
listen,

00:26:10.693 --> 00:26:11.913
you came to one of our Holiday

00:26:11.973 --> 00:26:14.055
Inns and you accidentally

00:26:14.134 --> 00:26:16.457
stole a towel and you drop it off

00:26:17.017 --> 00:26:18.397
Listen, no questions asked.

00:26:18.738 --> 00:26:19.538
Listen, we get it.

00:26:19.638 --> 00:26:20.278
You get busy.

00:26:20.338 --> 00:26:21.339
Maybe you needed a towel.

00:26:21.740 --> 00:26:22.961
So they took a thing that

00:26:22.980 --> 00:26:25.182
was a negative and they're like, yeah,

00:26:25.383 --> 00:26:26.344
you mentioned guilt.

00:26:26.844 --> 00:26:29.246
If you stolen a towel from a hotel,

00:26:29.726 --> 00:26:31.267
it instantly resonated with you.

00:26:31.307 --> 00:26:32.928
And if you didn't, it was still funny.

00:26:33.367 --> 00:26:33.468
So

00:26:34.249 --> 00:26:35.349
That's an example of sort of

00:26:35.390 --> 00:26:36.411
making the invisible

00:26:36.451 --> 00:26:38.031
visible or talking about

00:26:38.071 --> 00:26:39.232
the elephant in the room in

00:26:39.313 --> 00:26:41.074
a fun and humorous way, right?

00:26:41.394 --> 00:26:42.556
So instead of Holiday Inn

00:26:42.596 --> 00:26:43.916
talking about themselves,

00:26:44.237 --> 00:26:45.798
they played on humor and emotion,

00:26:46.298 --> 00:26:48.559
your emotion in a humorous way.

00:26:49.161 --> 00:26:50.701
I understand the guilt that you have.

00:26:50.761 --> 00:26:52.222
Listen, if you drop a towel off,

00:26:52.584 --> 00:26:53.704
we're not going to rat you out.

00:26:53.785 --> 00:26:54.484
Just drop it off.

00:26:54.565 --> 00:26:55.326
No harm, no foul.

00:26:55.665 --> 00:26:56.685
So every month when Chris

00:26:56.726 --> 00:26:57.487
Lloyd had to take that,

00:26:57.767 --> 00:27:00.268
that calendar down, he was reminded.

00:27:00.468 --> 00:27:02.808
And I was, I was his music director.

00:27:02.848 --> 00:27:03.929
I was assistant program director.

00:27:03.969 --> 00:27:06.609
So I would be reminded to like, Oh,

00:27:06.950 --> 00:27:08.230
are we doing the boring thing?

00:27:08.990 --> 00:27:10.632
Are we just sharing ads on

00:27:10.652 --> 00:27:12.132
the radio or are we?

00:27:12.192 --> 00:27:12.451
Yes.

00:27:12.592 --> 00:27:12.932
Anding.

00:27:13.113 --> 00:27:14.073
Are we twisting?

00:27:14.292 --> 00:27:14.553
Right.

00:27:14.913 --> 00:27:15.814
That's why when you do like

00:27:15.834 --> 00:27:16.933
a Christmas in July,

00:27:16.953 --> 00:27:18.034
it doesn't make any sense.

00:27:18.114 --> 00:27:19.194
It's a pattern disruption.

00:27:19.615 --> 00:27:21.016
How can we disrupt patterns?

00:27:21.455 --> 00:27:23.016
Otherwise we just become noise.

00:27:23.036 --> 00:27:24.317
All right, let's switch topics.

00:27:24.596 --> 00:27:24.916
Tony.

00:27:25.257 --> 00:27:26.258
Real quick, real quick.

00:27:26.278 --> 00:27:26.377
Dave,

00:27:26.397 --> 00:27:28.959
you probably used to get those checks

00:27:28.999 --> 00:27:29.638
in the mail.

00:27:29.659 --> 00:27:30.479
It might be like an eighty

00:27:30.538 --> 00:27:31.960
thousand dollar check and

00:27:32.420 --> 00:27:33.760
from a mortgage company and

00:27:33.800 --> 00:27:34.740
you can cash this.

00:27:34.760 --> 00:27:35.621
Do you remember that?

00:27:36.481 --> 00:27:36.741
Yes.

00:27:37.622 --> 00:27:38.883
Like credit cards,

00:27:38.903 --> 00:27:40.222
you'd get those in the mail

00:27:40.242 --> 00:27:41.983
like you'd get all this crazy stuff.

00:27:42.044 --> 00:27:43.724
Those are the ones that got open,

00:27:44.365 --> 00:27:46.185
not the stuff that was like

00:27:46.205 --> 00:27:46.846
everything else.

00:27:47.644 --> 00:27:49.285
How about the reverse penny?

00:27:49.766 --> 00:27:51.125
Let's go reverse lumpy mail,

00:27:51.165 --> 00:27:52.165
the last example.

00:27:52.465 --> 00:27:53.866
There was an entire industry

00:27:53.906 --> 00:27:56.047
based on selling CD subscriptions.

00:27:56.467 --> 00:27:58.268
All you had to do was get this postcard,

00:27:58.968 --> 00:28:00.909
BMG or BGM, BMG,

00:28:01.388 --> 00:28:03.628
select five albums just by checking them,

00:28:03.909 --> 00:28:04.169
right?

00:28:04.470 --> 00:28:05.410
Tape a penny.

00:28:05.490 --> 00:28:06.130
Mom, mom,

00:28:06.210 --> 00:28:07.690
I get these five CDs for a penny.

00:28:07.730 --> 00:28:09.711
And she's like, that's not how it works.

00:28:09.750 --> 00:28:11.351
You taped a penny and it was

00:28:11.551 --> 00:28:12.612
free to send it back.

00:28:12.632 --> 00:28:13.912
And then these CDs showed up.

00:28:14.251 --> 00:28:15.532
And then a new CD showed up every month.

00:28:15.653 --> 00:28:16.512
And I was on the hook for...

00:28:17.093 --> 00:28:18.374
twenty bucks a month or fifty, you know,

00:28:18.413 --> 00:28:18.973
whatever it was,

00:28:19.013 --> 00:28:20.173
and I didn't understand that.

00:28:20.314 --> 00:28:23.315
That's reverse lumpy mail.

00:28:23.375 --> 00:28:25.016
Okay, where are we going?

00:28:27.017 --> 00:28:29.198
Let's talk about Ozempic,

00:28:29.637 --> 00:28:31.878
because I shared a post yesterday,

00:28:31.919 --> 00:28:35.279
and you guys know anytime

00:28:35.319 --> 00:28:36.140
somebody comes on and

00:28:36.160 --> 00:28:37.340
shares something personal,

00:28:37.401 --> 00:28:38.221
the ratings go up.

00:28:38.260 --> 00:28:39.642
So I'm going to share something personal.

00:28:40.301 --> 00:28:41.382
So I'm forty-nine.

00:28:42.522 --> 00:28:44.483
This is kind of... This happened to me...

00:28:45.384 --> 00:28:45.723
Gosh,

00:28:45.763 --> 00:28:46.924
this happened to me back in two

00:28:46.944 --> 00:28:47.805
thousand seventeen.

00:28:47.865 --> 00:28:48.105
Also,

00:28:48.825 --> 00:28:50.965
my body weight generally stays really

00:28:51.026 --> 00:28:51.426
stable.

00:28:52.346 --> 00:28:52.666
I mean,

00:28:52.967 --> 00:28:54.528
stable to the point where like

00:28:54.607 --> 00:28:57.388
within a pound every morning on the scale,

00:28:57.489 --> 00:28:58.528
it does not vary.

00:28:59.650 --> 00:29:03.290
I generally, you know, am moderate carb.

00:29:03.672 --> 00:29:05.251
So I wouldn't say I'm high carb.

00:29:05.311 --> 00:29:06.452
I wouldn't say I'm low carb.

00:29:06.512 --> 00:29:07.073
I'm moderate carb.

00:29:07.554 --> 00:29:09.375
But like back in twenty seventeen,

00:29:09.415 --> 00:29:10.336
I'm going to say like my

00:29:10.376 --> 00:29:11.679
weight started creeping up.

00:29:11.719 --> 00:29:13.161
It was higher than I wanted it to be.

00:29:13.181 --> 00:29:14.442
I was like, this is ridiculous.

00:29:15.383 --> 00:29:16.884
I was eating well, sleeping well,

00:29:17.005 --> 00:29:18.507
exercising, doing everything right.

00:29:19.387 --> 00:29:21.770
And so I was I was like, what do I do?

00:29:22.392 --> 00:29:23.872
So I did a three day fast,

00:29:24.232 --> 00:29:25.712
dropped like ten pounds.

00:29:25.893 --> 00:29:27.073
In my mind, I said, all right,

00:29:27.093 --> 00:29:28.413
I'm going to gain all the weight back.

00:29:28.913 --> 00:29:30.654
I know this is just temporary,

00:29:30.974 --> 00:29:31.694
but I didn't.

00:29:31.974 --> 00:29:33.976
It like did some weird reset.

00:29:34.296 --> 00:29:35.536
My weight stayed down.

00:29:35.615 --> 00:29:37.676
I maybe gained two of the ten pounds back.

00:29:38.237 --> 00:29:39.717
And then for since like two

00:29:39.757 --> 00:29:41.157
thousand seventeen, I was stable.

00:29:41.798 --> 00:29:43.917
Well, then again, this year,

00:29:43.938 --> 00:29:44.578
I'm going to say over the

00:29:44.618 --> 00:29:45.479
last twelve months,

00:29:45.979 --> 00:29:47.019
it's creeping up and it's

00:29:47.038 --> 00:29:48.638
like I gained three pounds

00:29:48.778 --> 00:29:50.519
in two weeks for no reason.

00:29:51.180 --> 00:29:52.319
And then it stabilizes,

00:29:52.339 --> 00:29:53.400
then two pounds and then

00:29:53.460 --> 00:29:54.819
stabilize and three pounds.

00:29:54.859 --> 00:29:56.520
And so now I'm I got on the

00:29:56.540 --> 00:29:57.760
scale Sunday night and I'm

00:29:57.820 --> 00:29:59.161
ten pounds heavier than I

00:29:59.221 --> 00:30:00.101
really should be.

00:30:00.141 --> 00:30:01.561
And I'm like, this makes no sense.

00:30:02.041 --> 00:30:03.761
I'm running more than I ever have.

00:30:03.862 --> 00:30:04.821
I'm exercising.

00:30:04.882 --> 00:30:05.843
I'm still eating well.

00:30:05.923 --> 00:30:08.083
I cook every meal every day like that.

00:30:08.343 --> 00:30:09.963
Even though I do love sugar,

00:30:11.084 --> 00:30:12.605
I'm not eating candy.

00:30:13.605 --> 00:30:15.125
I'll have a bowl of ice cream at night,

00:30:15.165 --> 00:30:16.027
and it's a small bowl.

00:30:16.287 --> 00:30:18.048
So anyway, I'm like, all right,

00:30:18.067 --> 00:30:18.928
it's got to be hormonal.

00:30:18.948 --> 00:30:20.548
It's got to be some other stuff going on.

00:30:22.089 --> 00:30:23.069
Long story short,

00:30:23.651 --> 00:30:25.211
I was doing the intermittent fasting.

00:30:25.230 --> 00:30:26.271
It doesn't make a difference.

00:30:26.332 --> 00:30:27.913
I was pushing my meals into

00:30:27.952 --> 00:30:28.712
a smaller window.

00:30:28.732 --> 00:30:29.713
It didn't make a difference.

00:30:29.794 --> 00:30:30.554
I did a fast.

00:30:30.574 --> 00:30:31.595
It didn't make a difference.

00:30:32.594 --> 00:30:33.534
I've got to do something.

00:30:33.614 --> 00:30:36.515
So Sunday night, made the resolution.

00:30:36.655 --> 00:30:38.536
I'm going to go full keto

00:30:38.576 --> 00:30:40.057
for the next seven days.

00:30:40.656 --> 00:30:41.636
I'll see what happens.

00:30:42.157 --> 00:30:42.617
And I did.

00:30:43.337 --> 00:30:46.199
Monday morning, you know, went full keto,

00:30:46.318 --> 00:30:47.160
zero carb.

00:30:48.200 --> 00:30:50.181
I'm down about five pounds today.

00:30:50.780 --> 00:30:52.080
I know it's water weight.

00:30:52.260 --> 00:30:53.362
I know all the stuff.

00:30:53.481 --> 00:30:53.842
Okay.

00:30:54.582 --> 00:30:55.762
That being said,

00:30:56.363 --> 00:30:58.483
this goes to Weight Watchers.

00:30:59.263 --> 00:31:00.444
We all try stuff,

00:31:00.765 --> 00:31:01.605
even if we don't think it's

00:31:01.625 --> 00:31:02.665
going to work or whatever.

00:31:02.705 --> 00:31:03.366
We try stuff.

00:31:03.406 --> 00:31:03.987
Weight Watchers,

00:31:04.007 --> 00:31:06.229
a huge company at its peak.

00:31:06.528 --> 00:31:07.068
In fact,

00:31:07.230 --> 00:31:09.931
I've got an image that I can share

00:31:10.551 --> 00:31:11.271
at its peak.

00:31:11.392 --> 00:31:12.833
The Weight Watchers stock

00:31:13.374 --> 00:31:15.355
hit one hundred and one dollars a share.

00:31:16.135 --> 00:31:18.916
Today, it's at seventy four cents a share.

00:31:19.557 --> 00:31:20.719
Like I love.

00:31:20.778 --> 00:31:21.759
And you know why.

00:31:21.798 --> 00:31:22.039
Right.

00:31:22.640 --> 00:31:22.920
Well,

00:31:23.480 --> 00:31:25.741
so people are saying because Oprah left.

00:31:26.863 --> 00:31:27.742
Is that what you're going to say?

00:31:27.762 --> 00:31:27.804
OK.

00:31:27.824 --> 00:31:27.963
Yep.

00:31:29.096 --> 00:31:30.737
But other people who are a

00:31:30.797 --> 00:31:31.998
little more in the know

00:31:32.377 --> 00:31:33.798
said because Ozempic came

00:31:33.919 --> 00:31:35.579
out and all of these

00:31:35.800 --> 00:31:37.301
medications came out.

00:31:37.842 --> 00:31:38.762
And of course,

00:31:39.182 --> 00:31:40.723
Oprah is famous for going to

00:31:40.784 --> 00:31:42.484
Ozempic and losing all this weight.

00:31:43.346 --> 00:31:44.967
There's no question like you

00:31:44.987 --> 00:31:46.228
will lose the weight on

00:31:46.268 --> 00:31:47.268
these medications.

00:31:47.387 --> 00:31:48.848
There's questions about how

00:31:49.230 --> 00:31:50.490
it affects the rest of your body.

00:31:51.431 --> 00:31:52.692
But that being said,

00:31:54.133 --> 00:31:56.174
now what you see is you see

00:31:56.194 --> 00:31:56.976
a major event.

00:31:57.276 --> 00:31:59.738
Ozempic gets released those medications.

00:32:00.159 --> 00:32:01.619
Nobody needs to struggle to

00:32:01.660 --> 00:32:02.641
lose weight anymore.

00:32:03.161 --> 00:32:04.542
A business that was built on

00:32:04.583 --> 00:32:06.163
people's struggle now goes

00:32:06.223 --> 00:32:07.505
to practically zero.

00:32:08.566 --> 00:32:11.248
But now Weight Watchers is pivoting.

00:32:11.788 --> 00:32:13.230
They purchased a company

00:32:13.509 --> 00:32:15.092
that allows them to pivot.

00:32:15.471 --> 00:32:17.472
pay or hire physicians to

00:32:17.553 --> 00:32:19.913
write prescriptions for medications.

00:32:19.973 --> 00:32:20.614
What do you think they're

00:32:20.634 --> 00:32:22.074
going to be writing all day long?

00:32:22.835 --> 00:32:24.535
And now that should be the

00:32:24.575 --> 00:32:26.236
revival of this company

00:32:26.276 --> 00:32:27.776
that went from a hundred to

00:32:28.135 --> 00:32:29.076
less than a dollar.

00:32:29.797 --> 00:32:31.417
The expectation is that now

00:32:31.498 --> 00:32:33.198
it's going to start to grow again.

00:32:33.999 --> 00:32:36.078
And I go back to physical therapy, right?

00:32:36.199 --> 00:32:37.420
I go back to look.

00:32:38.924 --> 00:32:40.125
I don't get any referrals

00:32:40.145 --> 00:32:41.865
for hip replacement PT

00:32:42.286 --> 00:32:43.527
because the hip replacement

00:32:43.547 --> 00:32:44.906
procedure switched from

00:32:45.027 --> 00:32:46.847
posterior approach to anterior approach.

00:32:47.028 --> 00:32:47.948
Nobody goes to physical

00:32:47.988 --> 00:32:50.469
therapy anymore after a hip replacement.

00:32:51.048 --> 00:32:54.349
But what can I do then to pivot,

00:32:54.730 --> 00:32:56.871
to try and regain the market share,

00:32:56.911 --> 00:32:57.931
to do something new,

00:32:57.971 --> 00:32:59.132
to do something different,

00:32:59.531 --> 00:33:00.912
even if it's completely

00:33:00.951 --> 00:33:02.333
counterintuitive to what we

00:33:02.373 --> 00:33:03.313
had always done?

00:33:04.753 --> 00:33:06.255
What do you guys think about

00:33:06.315 --> 00:33:07.355
something like that?

00:33:07.817 --> 00:33:09.597
Most of the therapists that I know,

00:33:09.657 --> 00:33:10.919
probably me included,

00:33:11.480 --> 00:33:12.820
we're fighting like crazy

00:33:12.861 --> 00:33:13.902
to keep doing the things

00:33:13.942 --> 00:33:15.703
we've done for the last fifty years.

00:33:16.865 --> 00:33:17.465
What do you think?

00:33:17.506 --> 00:33:18.105
Do we pivot?

00:33:18.145 --> 00:33:18.747
Do we change?

00:33:18.767 --> 00:33:19.406
Do we adapt?

00:33:19.446 --> 00:33:19.968
Where do we go?

00:33:21.207 --> 00:33:22.788
Oh, I mean, I'll let Dave go first.

00:33:22.828 --> 00:33:23.869
But my quick answer is you

00:33:23.910 --> 00:33:24.711
pivot and you adapt.

00:33:24.730 --> 00:33:26.834
You don't white knuckle anything anymore,

00:33:26.894 --> 00:33:27.494
especially now.

00:33:27.634 --> 00:33:27.795
I mean,

00:33:27.835 --> 00:33:29.718
the rate of change twenty years ago

00:33:29.738 --> 00:33:31.519
was fast and getting faster.

00:33:31.559 --> 00:33:33.281
And today it's just insanely quick.

00:33:33.782 --> 00:33:34.864
And unless you want to be a

00:33:34.923 --> 00:33:37.267
velociraptor and completely extinct,

00:33:37.686 --> 00:33:39.229
you pivot and you adapt.

00:33:39.730 --> 00:33:40.371
Dave, what do you think?

00:33:41.424 --> 00:33:42.185
I mean, well, first of all,

00:33:42.205 --> 00:33:43.566
kudos to Tony for putting

00:33:43.586 --> 00:33:44.646
in all this effort,

00:33:45.627 --> 00:33:46.648
because I think a lot of

00:33:46.689 --> 00:33:49.069
Americans are just like, oh, like,

00:33:49.109 --> 00:33:49.611
how much is it?

00:33:49.631 --> 00:33:49.730
Oh,

00:33:49.750 --> 00:33:51.592
I'm just going to go on and on Ozembic

00:33:51.672 --> 00:33:52.792
or the other one that

00:33:52.813 --> 00:33:54.294
starts with an M. What's the other one?

00:33:55.673 --> 00:33:57.335
There's another one.

00:33:57.375 --> 00:33:58.896
Manjaro is the other one.

00:34:00.258 --> 00:34:01.699
So a lot of Americans just

00:34:01.719 --> 00:34:03.559
want like the quick fix, you know,

00:34:03.840 --> 00:34:04.760
pop a pill, whatever.

00:34:04.861 --> 00:34:07.123
And this injection is basically that,

00:34:07.143 --> 00:34:08.664
but now in injection form.

00:34:09.704 --> 00:34:11.567
So I love that Tony has

00:34:11.646 --> 00:34:12.708
tried different things.

00:34:12.788 --> 00:34:14.228
He will, you know,

00:34:14.248 --> 00:34:15.309
try something and then try

00:34:15.329 --> 00:34:16.030
a different thing.

00:34:17.130 --> 00:34:18.331
Now, in terms of physical therapy,

00:34:18.391 --> 00:34:19.353
are you kind of saying,

00:34:19.612 --> 00:34:22.014
should we somehow get in this mix?

00:34:22.054 --> 00:34:22.936
Should we consider...

00:34:24.938 --> 00:34:26.342
getting in the mix of a

00:34:26.443 --> 00:34:28.889
different health and wellness offering?

00:34:28.909 --> 00:34:29.873
Is that what you're kind of saying?

00:34:29.893 --> 00:34:30.835
Because I would say no.

00:34:32.943 --> 00:34:34.324
Yeah, I think that's what I'm saying.

00:34:34.643 --> 00:34:35.025
And this,

00:34:35.065 --> 00:34:36.324
I'm going to blend my two topics

00:34:36.364 --> 00:34:36.806
together.

00:34:36.846 --> 00:34:39.987
So we go back to the origins of PT.

00:34:40.407 --> 00:34:41.947
We were reconstruction aides.

00:34:42.528 --> 00:34:43.969
It was World War I. We live

00:34:43.989 --> 00:34:45.911
in a very different world today, right?

00:34:45.951 --> 00:34:47.130
I think we all admit that.

00:34:48.052 --> 00:34:49.293
Based on my research,

00:34:49.373 --> 00:34:50.873
we went from reconstruction

00:34:51.014 --> 00:34:53.195
aide to physiotherapy aide

00:34:53.454 --> 00:34:54.795
to physical therapist aide.

00:34:55.456 --> 00:34:55.856
I'm like,

00:34:56.297 --> 00:34:57.898
we're fiercely fighting for

00:34:57.958 --> 00:34:59.298
something that has lower

00:34:59.338 --> 00:35:01.619
and lower value every single day.

00:35:02.019 --> 00:35:02.920
Insurance companies are

00:35:02.940 --> 00:35:04.302
paying less for physical therapy.

00:35:04.362 --> 00:35:06.362
Physical therapists deliver CPT codes.

00:35:06.884 --> 00:35:10.186
If you want to fight that trend, do it.

00:35:10.226 --> 00:35:11.246
But you're going to run out of money.

00:35:11.445 --> 00:35:11.686
Right.

00:35:11.766 --> 00:35:12.766
Just like the market can

00:35:12.847 --> 00:35:14.527
remain irrational longer

00:35:14.547 --> 00:35:15.929
than you can remain solvent.

00:35:16.489 --> 00:35:18.170
We cannot win that battle.

00:35:18.210 --> 00:35:19.211
And there's no reason

00:35:19.231 --> 00:35:21.132
there's no benefit to us fighting it.

00:35:21.632 --> 00:35:22.652
We're not fighting to be

00:35:22.672 --> 00:35:24.393
called reconstruction aides today.

00:35:24.434 --> 00:35:27.155
We accepted the change and with it,

00:35:27.215 --> 00:35:27.835
the growth.

00:35:28.496 --> 00:35:29.976
I think we do more than just

00:35:30.016 --> 00:35:31.257
deliver CPT codes.

00:35:31.717 --> 00:35:32.777
I think there's a place in a

00:35:32.818 --> 00:35:34.297
hospital for a technician

00:35:34.699 --> 00:35:36.059
to deliver CPT codes.

00:35:36.079 --> 00:35:38.260
They do not need our level of education.

00:35:38.320 --> 00:35:39.880
So why don't we rebrand?

00:35:40.240 --> 00:35:41.240
Why don't we pivot?

00:35:41.601 --> 00:35:42.842
Why don't we take the skills,

00:35:42.882 --> 00:35:44.643
the knowledge, the experience we have,

00:35:44.983 --> 00:35:46.202
call it something else,

00:35:46.262 --> 00:35:47.364
package it as something

00:35:47.443 --> 00:35:48.963
else and just move into a

00:35:49.003 --> 00:35:50.125
whole new business model.

00:35:52.474 --> 00:35:53.480
Yeah.

00:35:53.681 --> 00:35:54.344
So I'll jump in.

00:35:54.545 --> 00:35:56.293
Do you want to go, Dave?

00:35:57.250 --> 00:35:59.150
Well, I'm just going to say it's too late.

00:35:59.351 --> 00:36:00.492
It's too late to rebrand.

00:36:00.751 --> 00:36:01.532
Here's an example.

00:36:02.393 --> 00:36:03.333
There was a school,

00:36:03.753 --> 00:36:05.394
a university in Philadelphia.

00:36:05.914 --> 00:36:06.855
It was called Philadelphia

00:36:06.894 --> 00:36:07.655
College of Pharmacy.

00:36:07.715 --> 00:36:08.675
It was the first pharmacy

00:36:08.715 --> 00:36:09.376
school in the nation.

00:36:09.436 --> 00:36:11.057
It was founded in eighteen twenty one.

00:36:11.677 --> 00:36:12.679
I'll tell you in a second as

00:36:12.719 --> 00:36:14.298
to how I even know who

00:36:14.318 --> 00:36:15.739
cares and how I even know this.

00:36:16.179 --> 00:36:16.840
Then it was called

00:36:17.380 --> 00:36:18.141
Philadelphia College of

00:36:18.181 --> 00:36:20.282
Pharmacy and Science, PCPS.

00:36:20.663 --> 00:36:22.003
And then it was called they

00:36:22.043 --> 00:36:23.945
rebranded again and it was called.

00:36:24.605 --> 00:36:25.806
University of the Sciences

00:36:25.846 --> 00:36:26.487
in Philadelphia.

00:36:26.646 --> 00:36:27.648
That's when I eventually

00:36:27.688 --> 00:36:28.588
went because then they had

00:36:28.648 --> 00:36:31.431
PT and OT and physics and

00:36:31.510 --> 00:36:33.391
math and a whole bunch of other majors.

00:36:35.554 --> 00:36:37.195
Then by the end of my sixth

00:36:37.235 --> 00:36:39.217
year with the DBT program,

00:36:39.416 --> 00:36:41.759
it was like rebranded to U Sciences.

00:36:42.440 --> 00:36:46.262
And then it was acquired by St.

00:36:46.282 --> 00:36:48.043
Joe's University, St.

00:36:48.844 --> 00:36:49.644
Joe's Hawks University.

00:36:50.846 --> 00:36:51.266
Philadelphia.

00:36:51.306 --> 00:36:52.626
So now my university was

00:36:52.686 --> 00:36:54.106
bought by another university.

00:36:54.447 --> 00:36:56.047
And the reason I believe is

00:36:56.088 --> 00:36:56.648
because there was a

00:36:56.708 --> 00:36:58.389
mismanagement of branding

00:36:59.168 --> 00:37:00.309
of terms and all that.

00:37:00.369 --> 00:37:03.231
And so it's too late that I,

00:37:03.251 --> 00:37:04.891
I understand the reconstruction part.

00:37:04.972 --> 00:37:06.291
Could that fit currently

00:37:06.331 --> 00:37:07.512
with like the CrossFitters?

00:37:08.112 --> 00:37:08.393
Uh, you know,

00:37:08.413 --> 00:37:09.994
I got to go see my reconstruction, uh,

00:37:10.753 --> 00:37:12.494
person, whatever, like I,

00:37:12.775 --> 00:37:14.576
it kind of could fit, you know,

00:37:14.655 --> 00:37:16.416
that I want to get rebuilt back up.

00:37:16.456 --> 00:37:17.978
If I have a neuro condition, if I have a,

00:37:18.878 --> 00:37:21.340
you know, whatever, I don't know, but, um,

00:37:21.380 --> 00:37:22.001
it's too late.

00:37:22.681 --> 00:37:23.742
And the branding,

00:37:23.762 --> 00:37:24.702
we're going to have to live with it.

00:37:24.822 --> 00:37:25.463
We're going to have to live

00:37:25.483 --> 00:37:26.443
with physical therapists

00:37:26.583 --> 00:37:27.364
and everywhere else in

00:37:27.483 --> 00:37:29.184
every other country is physiotherapists.

00:37:29.864 --> 00:37:30.706
And we're going to continue

00:37:30.726 --> 00:37:32.427
to fight with the terms with, you know,

00:37:32.467 --> 00:37:34.628
lifetime fitness and them using DPT.

00:37:34.688 --> 00:37:36.009
And we have a DPT degree, but,

00:37:36.329 --> 00:37:38.170
but we're PTs as the license, um,

00:37:38.891 --> 00:37:39.512
It is what it is.

00:37:39.771 --> 00:37:40.432
It's too late.

00:37:40.652 --> 00:37:41.514
You kind of have to stick

00:37:41.534 --> 00:37:43.938
with a brand and you run with it.

00:37:43.958 --> 00:37:45.059
The way that Harvard and

00:37:45.101 --> 00:37:47.304
Duke have the same brand

00:37:47.344 --> 00:37:49.527
name for a hundred or more years.

00:37:49.628 --> 00:37:51.811
You have to stick with a brand name

00:37:52.889 --> 00:37:53.650
And you run with it.

00:37:53.971 --> 00:37:54.972
If you have too many brand

00:37:55.012 --> 00:37:56.893
shifts or changes or rebrands,

00:37:57.253 --> 00:37:58.074
it gets watered down or

00:37:58.094 --> 00:37:59.356
diluted or there's too many

00:37:59.916 --> 00:38:01.217
hands in the mix or whatever.

00:38:01.838 --> 00:38:03.798
And then the thing is gone

00:38:03.898 --> 00:38:05.501
or the thing is no longer relevant.

00:38:05.521 --> 00:38:08.003
So that's my biased thought.

00:38:08.083 --> 00:38:08.684
What do you think, Jimmy?

00:38:09.550 --> 00:38:10.992
They changed the wrong thing.

00:38:11.333 --> 00:38:13.257
They kept changing the name.

00:38:13.858 --> 00:38:15.940
I mean, the old English guy had it down.

00:38:15.981 --> 00:38:17.342
A rose by any other name,

00:38:17.362 --> 00:38:18.463
would it smell as sweet?

00:38:18.965 --> 00:38:21.409
Changing the name isn't the brand.

00:38:21.588 --> 00:38:22.911
Remember, the brand isn't the name.

00:38:22.931 --> 00:38:24.152
And I have receipts to prove

00:38:24.172 --> 00:38:24.954
that you can pivot

00:38:25.474 --> 00:38:26.454
without changing the name.

00:38:26.554 --> 00:38:27.855
I would say don't change the name.

00:38:28.215 --> 00:38:29.916
Or in fact, the name doesn't even matter.

00:38:30.416 --> 00:38:32.496
Abercrombie and Fitch got in

00:38:32.576 --> 00:38:33.856
so much trouble, right,

00:38:33.896 --> 00:38:35.416
for sexualizing teens.

00:38:35.797 --> 00:38:38.137
They've pivoted and had a giant revival.

00:38:38.476 --> 00:38:40.637
Polaroid, once, I mean,

00:38:40.697 --> 00:38:41.958
completely obsolete,

00:38:42.057 --> 00:38:43.458
known for instant photography,

00:38:43.818 --> 00:38:45.338
rebranded because they

00:38:45.378 --> 00:38:46.018
decided they were gonna

00:38:46.039 --> 00:38:47.739
capture nostalgia.

00:38:47.838 --> 00:38:49.679
Now picture Miley Cyrus on

00:38:49.699 --> 00:38:50.500
that wrecking ball.

00:38:51.000 --> 00:38:52.619
Everything that goes far left,

00:38:53.260 --> 00:38:54.880
is eventually going to come far right.

00:38:54.981 --> 00:38:56.762
It's all a pendulum.

00:38:56.802 --> 00:38:58.483
It's going to come back and forth.

00:38:58.784 --> 00:39:01.365
So let's focus on Weight Watchers.

00:39:01.405 --> 00:39:02.726
That's what Tony brought up, right?

00:39:03.507 --> 00:39:05.748
Understand what value you

00:39:05.789 --> 00:39:06.750
were bringing if you were

00:39:06.789 --> 00:39:07.489
Weight Watchers.

00:39:07.789 --> 00:39:10.052
Weight Watchers doesn't sell weight loss.

00:39:10.351 --> 00:39:12.614
That's how they do what they do.

00:39:12.693 --> 00:39:14.235
PTs don't sell weight.

00:39:14.335 --> 00:39:17.119
PT, PT is how they do what they do.

00:39:17.480 --> 00:39:18.641
So just really quickly,

00:39:18.780 --> 00:39:19.922
I brought up that image

00:39:19.943 --> 00:39:20.784
that I've used before and

00:39:20.804 --> 00:39:21.664
I'll just flash it on the

00:39:21.684 --> 00:39:22.967
screen for a couple seconds, right?

00:39:22.987 --> 00:39:24.909
Which is this B to C value

00:39:24.949 --> 00:39:26.672
pyramid from Bain and Company.

00:39:26.753 --> 00:39:30.177
This is the periodic table of value

00:39:30.538 --> 00:39:32.079
that a product or a brand can have.

00:39:32.438 --> 00:39:33.920
If Weight Watchers is smart,

00:39:34.179 --> 00:39:35.300
and I'm guessing they are,

00:39:35.320 --> 00:39:35.960
because they're trying to

00:39:36.021 --> 00:39:36.842
save a brand like

00:39:36.942 --> 00:39:38.282
Abercrombie & Fitch or

00:39:38.342 --> 00:39:39.983
Converse or Polaroid,

00:39:40.083 --> 00:39:41.103
all these brands are having

00:39:41.143 --> 00:39:41.905
major revivals.

00:39:42.445 --> 00:39:45.027
Understand what you actually sell.

00:39:45.586 --> 00:39:46.708
So I think what Weight

00:39:46.728 --> 00:39:49.309
Watchers actually sells is motivation.

00:39:49.768 --> 00:39:52.431
They bring individuals who

00:39:52.471 --> 00:39:55.632
feel alone and lost with a goal together.

00:39:55.893 --> 00:39:56.954
And what do we know about humans?

00:39:57.134 --> 00:39:57.974
We're social animals.

00:39:58.094 --> 00:39:59.054
We want to do it together.

00:39:59.614 --> 00:40:01.235
We also simplified things.

00:40:02.115 --> 00:40:03.056
Weight Watchers was big with

00:40:03.076 --> 00:40:04.815
the point system, right?

00:40:04.856 --> 00:40:05.996
Hey, eat less carbs.

00:40:06.456 --> 00:40:06.876
How many?

00:40:07.516 --> 00:40:08.297
What are carbs?

00:40:08.336 --> 00:40:09.277
How do I count those?

00:40:09.657 --> 00:40:10.297
They had cards.

00:40:10.317 --> 00:40:11.197
I remember my aunt used to

00:40:11.297 --> 00:40:12.737
lay out cards on the table.

00:40:13.036 --> 00:40:13.737
Then they got smart.

00:40:13.818 --> 00:40:14.577
It was an app.

00:40:14.677 --> 00:40:15.717
Enter in what you're eating.

00:40:16.038 --> 00:40:18.277
So they simplified and made it accessible.

00:40:18.639 --> 00:40:20.858
They also made it life-changing, right?

00:40:20.898 --> 00:40:21.739
Look at their ads.

00:40:21.778 --> 00:40:22.818
We used to look at their ads

00:40:22.838 --> 00:40:23.579
with Oprah on there.

00:40:23.958 --> 00:40:26.900
Before and after photos, right?

00:40:26.980 --> 00:40:28.961
Do not bend is simplification.

00:40:29.222 --> 00:40:30.682
Before and after photos are

00:40:30.842 --> 00:40:33.184
visual proof of what other people,

00:40:33.585 --> 00:40:35.527
just like you, have accomplished.

00:40:35.666 --> 00:40:38.148
If you do this, you can get that too.

00:40:38.668 --> 00:40:40.329
In the final, the top of the pyramid,

00:40:40.371 --> 00:40:42.052
it's self-actualization, right?

00:40:42.072 --> 00:40:44.574
A hard one to get, self-transcendence.

00:40:45.054 --> 00:40:46.454
Weight watchers could focus on,

00:40:46.876 --> 00:40:48.356
for those who reach their goals,

00:40:48.577 --> 00:40:50.237
many inspire others and

00:40:50.257 --> 00:40:51.179
share their journey.

00:40:51.478 --> 00:40:52.860
There was a brand that tried to do this.

00:40:52.880 --> 00:40:54.221
It wound up backfiring.

00:40:54.240 --> 00:40:55.681
Remember Jared from Subway?

00:40:56.382 --> 00:40:57.844
They put all their eggs in one basket.

00:40:57.884 --> 00:40:58.565
Look at Jared.

00:40:58.905 --> 00:41:00.226
He's standing in the one leg

00:41:00.246 --> 00:41:02.108
of his pants that used to be huge.

00:41:02.188 --> 00:41:02.889
Now he's just look out.

00:41:02.929 --> 00:41:04.469
Look, look, look how skinny I am now.

00:41:04.489 --> 00:41:05.650
This is crazy.

00:41:05.670 --> 00:41:06.751
But that was self-dependent.

00:41:06.771 --> 00:41:08.554
They had a brand ambassador.

00:41:08.853 --> 00:41:10.494
So I don't think I don't

00:41:10.534 --> 00:41:11.936
think it's ever too late

00:41:11.976 --> 00:41:13.338
for something to repivot.

00:41:13.677 --> 00:41:14.659
But change of a name of

00:41:14.739 --> 00:41:16.039
University of the Sciences

00:41:16.079 --> 00:41:16.920
or whatever the hell it was,

00:41:17.420 --> 00:41:19.063
they kept changing the logo.

00:41:19.463 --> 00:41:20.864
Logo isn't your brand.

00:41:21.724 --> 00:41:22.385
They didn't know what they

00:41:22.405 --> 00:41:23.525
were selling or they

00:41:23.545 --> 00:41:24.547
weren't delivering it right.

00:41:24.847 --> 00:41:26.068
It wasn't a brand problem.

00:41:26.168 --> 00:41:27.349
It was a process of people

00:41:27.409 --> 00:41:29.289
or a product problem.

00:41:30.291 --> 00:41:31.030
That makes sense.

00:41:31.050 --> 00:41:32.132
But I think the challenge

00:41:32.152 --> 00:41:34.414
for the profession is I

00:41:34.434 --> 00:41:36.114
think too few in the

00:41:36.155 --> 00:41:38.215
profession want to change anything.

00:41:38.717 --> 00:41:39.956
You know, that's the bottom line.

00:41:40.257 --> 00:41:42.418
So like a company can change the culture.

00:41:42.438 --> 00:41:44.199
A company can change the direction.

00:41:44.239 --> 00:41:45.280
A company can do that.

00:41:45.840 --> 00:41:48.123
But we can't agree on anything.

00:41:48.163 --> 00:41:48.362
Plus,

00:41:48.382 --> 00:41:49.804
there's so much diversity within the

00:41:49.824 --> 00:41:50.364
profession.

00:41:52.005 --> 00:41:53.164
I don't agree with anybody

00:41:53.324 --> 00:41:54.246
that I talk to on a

00:41:54.286 --> 00:41:55.846
professional basis about

00:41:55.985 --> 00:41:57.085
what we should be doing and

00:41:57.106 --> 00:41:57.885
shouldn't be doing.

00:41:58.365 --> 00:41:59.507
So like there's just no way

00:41:59.527 --> 00:42:00.666
we could come together.

00:42:00.746 --> 00:42:03.166
So that's why you cut the ties.

00:42:03.186 --> 00:42:05.168
You let the term physical therapy go.

00:42:05.228 --> 00:42:06.608
You let the people who want

00:42:06.628 --> 00:42:07.887
to be physical therapists

00:42:07.927 --> 00:42:09.168
be physical therapists.

00:42:09.608 --> 00:42:12.409
And you create this new terminology with,

00:42:12.789 --> 00:42:13.128
you know,

00:42:13.268 --> 00:42:15.070
and craft the narrative around

00:42:15.110 --> 00:42:15.809
that new term.

00:42:16.706 --> 00:42:17.047
Yeah.

00:42:17.106 --> 00:42:17.266
No,

00:42:17.286 --> 00:42:18.947
I think you're never going to get a

00:42:18.967 --> 00:42:19.447
profession.

00:42:20.548 --> 00:42:21.469
But this is good.

00:42:21.510 --> 00:42:21.989
I'll be quick.

00:42:22.170 --> 00:42:23.371
This is good because

00:42:23.530 --> 00:42:24.971
everybody else is going left.

00:42:25.411 --> 00:42:27.112
By you going a little bit right,

00:42:27.373 --> 00:42:28.452
you're drastically

00:42:28.492 --> 00:42:30.735
different as a physical therapist, right?

00:42:31.135 --> 00:42:32.054
Everybody does this.

00:42:32.074 --> 00:42:32.815
We go this way.

00:42:35.686 --> 00:42:36.648
I think there is space

00:42:36.688 --> 00:42:37.969
because there are referrals

00:42:37.989 --> 00:42:39.269
for physical therapy for the,

00:42:40.010 --> 00:42:40.530
what are the different

00:42:40.570 --> 00:42:42.012
weight loss procedures,

00:42:42.052 --> 00:42:43.273
like either gastric bypass

00:42:43.313 --> 00:42:44.213
or what's the other one?

00:42:44.434 --> 00:42:46.476
Lap band, gastric bypass.

00:42:46.496 --> 00:42:47.317
There's a whole bunch of them.

00:42:47.717 --> 00:42:47.956
Yeah.

00:42:48.036 --> 00:42:48.257
Okay.

00:42:48.297 --> 00:42:50.838
So like one of my first patients,

00:42:50.858 --> 00:42:51.639
when I moved from New

00:42:51.679 --> 00:42:52.559
Jersey into Brooklyn in

00:42:52.621 --> 00:42:56.302
twenty fourteen was someone

00:42:56.342 --> 00:42:57.324
who was younger.

00:42:57.403 --> 00:42:59.005
Maybe he was in his thirties

00:42:59.045 --> 00:43:00.246
or forties and he had gone

00:43:00.266 --> 00:43:01.447
through one of these major surgeries.

00:43:01.487 --> 00:43:02.387
He had had a lot of loose

00:43:02.427 --> 00:43:04.489
skin and he was referred to

00:43:04.509 --> 00:43:05.289
physical therapy for

00:43:05.329 --> 00:43:08.492
basically like like medical

00:43:08.652 --> 00:43:10.612
monitoring of strength training.

00:43:10.652 --> 00:43:10.893
Right.

00:43:10.932 --> 00:43:11.313
So like

00:43:12.034 --> 00:43:14.235
gently increasing strength

00:43:14.335 --> 00:43:16.376
and mobility over time

00:43:16.416 --> 00:43:17.637
because of the weight and

00:43:17.697 --> 00:43:18.838
the person was not really

00:43:18.958 --> 00:43:19.659
mobile or whatever.

00:43:20.478 --> 00:43:21.440
I suppose, Tony,

00:43:21.460 --> 00:43:22.820
and I think Tony will like this.

00:43:23.420 --> 00:43:24.121
I suppose there's an

00:43:24.181 --> 00:43:28.704
opportunity for therapists like us to,

00:43:29.445 --> 00:43:30.826
let's say if we identify,

00:43:31.146 --> 00:43:32.467
we ask some of our patients,

00:43:32.487 --> 00:43:33.608
like if we have some

00:43:33.628 --> 00:43:35.028
patients who are obese or

00:43:35.088 --> 00:43:36.108
morbidly obese or whatever,

00:43:36.949 --> 00:43:38.130
we could potentially ask them,

00:43:39.300 --> 00:43:41.061
or recommend or refer them

00:43:41.101 --> 00:43:43.402
to some other practice,

00:43:43.523 --> 00:43:45.244
some other practice that does this.

00:43:45.304 --> 00:43:47.846
Like we refer to the Weight Watchers,

00:43:47.965 --> 00:43:51.867
Ozempic team or whatever for this,

00:43:52.168 --> 00:43:52.907
for what Jimmy said.

00:43:52.927 --> 00:43:54.429
So for the behavioral side

00:43:54.469 --> 00:43:56.530
of the point system and the

00:43:56.570 --> 00:43:58.550
coaching and the app and all that,

00:43:58.610 --> 00:43:59.492
then we don't have to build.

00:43:59.552 --> 00:44:00.331
We don't want to build that.

00:44:00.411 --> 00:44:01.793
Maybe we want to just do our thing.

00:44:02.641 --> 00:44:03.503
And then on the back end,

00:44:03.764 --> 00:44:05.144
they have the weight loss,

00:44:05.164 --> 00:44:07.268
they have the potential transformation,

00:44:07.648 --> 00:44:08.590
they have the lap band

00:44:08.610 --> 00:44:09.550
surgery or the gastric

00:44:09.570 --> 00:44:12.894
bypass or the Ozempic

00:44:13.255 --> 00:44:15.478
weight loss over however many, six months,

00:44:15.498 --> 00:44:16.179
twelve months, whatever.

00:44:17.021 --> 00:44:19.764
And then the Weight Watchers Ozempic

00:44:20.324 --> 00:44:22.947
whatever company refers the

00:44:22.987 --> 00:44:24.829
same patient back to us for

00:44:24.889 --> 00:44:26.731
the post-transformation

00:44:27.192 --> 00:44:28.434
strengthening mobility,

00:44:28.934 --> 00:44:30.856
or maybe they're doing both

00:44:30.896 --> 00:44:31.496
at the same time.

00:44:31.536 --> 00:44:33.139
So maybe there's room for that.

00:44:33.699 --> 00:44:35.021
We don't have to take the

00:44:35.061 --> 00:44:35.961
whole Weight Watchers thing

00:44:35.981 --> 00:44:36.862
and make an app and all that,

00:44:36.882 --> 00:44:38.324
but maybe there is a way where

00:44:39.085 --> 00:44:40.865
Therapists can refer to these services.

00:44:41.306 --> 00:44:42.505
They can screen the patient

00:44:42.525 --> 00:44:43.367
to see if they're medically

00:44:43.547 --> 00:44:45.387
appropriate for Ozempic or

00:44:45.427 --> 00:44:47.128
Manjaro or whatever procedure.

00:44:47.867 --> 00:44:49.409
And maybe that's a way to

00:44:49.889 --> 00:44:51.190
help one of our patients or

00:44:51.250 --> 00:44:52.230
several of our patients

00:44:52.730 --> 00:44:53.411
have this type of a

00:44:53.451 --> 00:44:54.791
transformation because we

00:44:54.811 --> 00:44:56.211
don't have the time or the

00:44:56.291 --> 00:45:01.353
effort or the ability to do this.

00:45:01.393 --> 00:45:03.474
We're not writing

00:45:03.494 --> 00:45:04.554
prescriptions for Ozempic

00:45:04.594 --> 00:45:05.414
or Manjaro or whatever.

00:45:05.494 --> 00:45:07.476
So maybe that's an opportunity.

00:45:08.251 --> 00:45:08.990
A hundred percent.

00:45:09.050 --> 00:45:10.411
Like I don't build the

00:45:10.431 --> 00:45:12.132
treadmill that I use in my clinic.

00:45:12.273 --> 00:45:13.612
I buy the treadmill so

00:45:13.672 --> 00:45:15.313
people can use it in my clinic.

00:45:15.853 --> 00:45:18.155
Putting together a program like that,

00:45:18.215 --> 00:45:20.275
like back in the day when I

00:45:20.315 --> 00:45:21.795
was going through, you know,

00:45:21.856 --> 00:45:22.556
just the deep,

00:45:22.577 --> 00:45:24.556
deep dive into what's best.

00:45:24.617 --> 00:45:25.277
Is it vegan?

00:45:25.318 --> 00:45:26.097
Is it paleo?

00:45:26.137 --> 00:45:26.978
Is it carnivore?

00:45:27.018 --> 00:45:28.039
Like all that stuff.

00:45:28.498 --> 00:45:30.480
I spent years diving so deep

00:45:30.519 --> 00:45:31.800
into all of the research,

00:45:31.900 --> 00:45:33.300
all of the content around that.

00:45:33.721 --> 00:45:34.440
And it was one of those

00:45:34.460 --> 00:45:35.202
things where I was like,

00:45:36.061 --> 00:45:38.063
I am so obsessed with the topic.

00:45:38.744 --> 00:45:41.286
I have the motivation to build a program,

00:45:41.867 --> 00:45:44.728
but maybe I don't build the resources.

00:45:44.769 --> 00:45:46.331
So today, yeah,

00:45:46.391 --> 00:45:47.791
it would be who is the

00:45:47.831 --> 00:45:48.952
physician I can work with

00:45:48.992 --> 00:45:49.793
that's going to prescribe

00:45:49.813 --> 00:45:50.954
the medication for these

00:45:50.974 --> 00:45:52.155
appropriate patients?

00:45:52.635 --> 00:45:53.597
What are the apps?

00:45:53.617 --> 00:45:54.498
So like Noom,

00:45:54.617 --> 00:45:56.099
I'm on the Noom website right now,

00:45:56.179 --> 00:45:57.079
pricing for Noom,

00:45:57.360 --> 00:45:59.041
two hundred and nine dollars a year.

00:45:59.842 --> 00:46:02.063
I could create a cash pay

00:46:02.103 --> 00:46:03.244
program that might be

00:46:03.384 --> 00:46:05.105
thirty six hundred dollars a month.

00:46:05.664 --> 00:46:07.766
And this is dedicated to

00:46:08.246 --> 00:46:10.208
adult males who are fathers

00:46:10.248 --> 00:46:11.047
who want to be great

00:46:11.088 --> 00:46:12.608
representatives for their kids,

00:46:12.648 --> 00:46:14.190
who want to show their

00:46:14.690 --> 00:46:16.010
dedication to health and

00:46:16.050 --> 00:46:17.652
longevity and do all of these things,

00:46:17.711 --> 00:46:18.652
want to be harder to kill.

00:46:20.807 --> 00:46:22.608
That is a program that I can

00:46:22.648 --> 00:46:24.269
just pull the pieces and

00:46:24.289 --> 00:46:26.010
the resources that are out there,

00:46:26.572 --> 00:46:27.831
package it together,

00:46:27.972 --> 00:46:30.353
just like I would package a

00:46:30.393 --> 00:46:31.574
plan of care for a total

00:46:31.594 --> 00:46:32.655
knee replacement or hip

00:46:32.695 --> 00:46:33.976
replacement or anything else.

00:46:34.416 --> 00:46:34.715
You know,

00:46:34.936 --> 00:46:36.677
this instead of using a treadmill

00:46:36.717 --> 00:46:37.458
and elliptical,

00:46:37.498 --> 00:46:38.759
I'm using a physician who

00:46:38.778 --> 00:46:40.340
can write a referral for Ozempic.

00:46:40.780 --> 00:46:42.521
I'm using an app that can

00:46:42.561 --> 00:46:44.021
help monitor weight

00:46:44.061 --> 00:46:46.083
management and those things

00:46:46.403 --> 00:46:47.485
prescribed nutritional

00:46:47.525 --> 00:46:49.106
plans that I might not do.

00:46:49.425 --> 00:46:50.967
I'll give general information,

00:46:51.027 --> 00:46:51.547
but I'm not going to

00:46:51.588 --> 00:46:53.489
prescribe how many macros

00:46:53.509 --> 00:46:54.849
or whatever you need to consume.

00:46:54.869 --> 00:46:57.632
Yeah, you can absolutely do that.

00:46:57.652 --> 00:46:59.072
And now we have RTM.

00:46:59.733 --> 00:47:01.494
which if you've seen my recent posts,

00:47:01.554 --> 00:47:05.119
I'm like, look, I can use RTM for,

00:47:05.300 --> 00:47:05.619
you know,

00:47:05.840 --> 00:47:09.505
managing anything related to a

00:47:10.105 --> 00:47:11.827
goal that I'm working on for my patient.

00:47:11.887 --> 00:47:12.909
And it doesn't have to be

00:47:13.048 --> 00:47:14.710
RTM billed through insurance.

00:47:14.731 --> 00:47:16.793
It could be RTM paid for as

00:47:16.833 --> 00:47:17.914
part of a thirty six

00:47:17.934 --> 00:47:19.396
hundred dollar monthly program.

00:47:20.036 --> 00:47:21.498
Thirty six hundred dollars a month,

00:47:21.557 --> 00:47:22.998
three months, ninety days.

00:47:23.199 --> 00:47:23.559
You know,

00:47:23.679 --> 00:47:25.420
we're going to drop this weight

00:47:25.599 --> 00:47:28.280
in a manageable way, sustainable way.

00:47:28.661 --> 00:47:30.121
And we're going to change your lifestyle.

00:47:30.161 --> 00:47:30.882
That's going to affect the

00:47:30.902 --> 00:47:32.242
next twenty years of your life.

00:47:32.663 --> 00:47:34.264
Like, that's what I want to sell.

00:47:34.384 --> 00:47:35.784
That's not physical therapy.

00:47:36.385 --> 00:47:38.585
I have no value in the term

00:47:38.626 --> 00:47:39.427
physical therapy.

00:47:39.887 --> 00:47:40.106
Right.

00:47:40.367 --> 00:47:41.027
Right.

00:47:41.067 --> 00:47:42.728
So so I'm saying use it or not.

00:47:43.027 --> 00:47:43.748
But sure.

00:47:44.422 --> 00:47:45.063
who cares?

00:47:45.123 --> 00:47:46.083
Like we're literally arguing

00:47:46.143 --> 00:47:47.264
over a term that sort of

00:47:47.284 --> 00:47:49.083
has ambiguous mayonnaise meaning.

00:47:49.284 --> 00:47:51.744
And I'm saying, focus more on the problem.

00:47:52.304 --> 00:47:52.625
I'll give a,

00:47:52.885 --> 00:47:54.166
I'll give a front tease for my

00:47:54.206 --> 00:47:55.465
podcast is next week.

00:47:55.485 --> 00:47:58.007
I'm doing a series on PT innovators,

00:47:58.626 --> 00:47:59.706
five different episodes

00:47:59.746 --> 00:48:02.387
focused on a PT that has create,

00:48:02.648 --> 00:48:04.047
has spotted a problem,

00:48:04.389 --> 00:48:05.989
been frustrated enough by

00:48:06.068 --> 00:48:07.628
it to actually all of them

00:48:07.949 --> 00:48:10.090
stepped outside of their PT role.

00:48:10.550 --> 00:48:11.150
None of them had a

00:48:11.210 --> 00:48:13.231
background in product creation or

00:48:13.630 --> 00:48:16.153
or, you know, uh, marketing,

00:48:16.373 --> 00:48:17.454
none of them had any of that.

00:48:17.695 --> 00:48:18.956
They saw a problem, said,

00:48:18.976 --> 00:48:19.717
this is a big enough

00:48:19.777 --> 00:48:21.318
problem that pisses me off.

00:48:21.398 --> 00:48:22.438
And I think enough other

00:48:22.458 --> 00:48:23.900
people that I'm willing to

00:48:23.940 --> 00:48:25.481
dedicate myself to solving it.

00:48:25.842 --> 00:48:26.523
And all of them did.

00:48:26.563 --> 00:48:27.262
So they, you know,

00:48:27.302 --> 00:48:28.945
it's like Scott Dickinson at, uh,

00:48:29.105 --> 00:48:31.327
next level, uh, next strengthening device,

00:48:31.706 --> 00:48:33.268
Garrett Drumheller at Nordstick,

00:48:33.708 --> 00:48:35.050
Patrick and Helena, uh,

00:48:35.190 --> 00:48:36.652
Esmond for vestibular first,

00:48:36.692 --> 00:48:39.373
where I work now, uh, Jay Deshari,

00:48:39.474 --> 00:48:40.394
a runner, uh,

00:48:40.574 --> 00:48:42.396
who created mobile board and

00:48:42.416 --> 00:48:43.438
we got another guy who is

00:48:43.538 --> 00:48:44.237
essentially trying to

00:48:44.318 --> 00:48:45.920
reinvent the rollator from

00:48:45.940 --> 00:48:48.521
a pt perspective right but

00:48:48.782 --> 00:48:49.862
nowhere or I should say I

00:48:49.882 --> 00:48:50.603
shouldn't say nowhere but

00:48:50.784 --> 00:48:52.105
somewhere in the marketing

00:48:52.144 --> 00:48:53.606
it's not at the top they

00:48:53.646 --> 00:48:55.347
say invented by created by

00:48:55.708 --> 00:48:56.728
a physical therapist they

00:48:56.829 --> 00:48:58.449
understand I'm going to

00:48:58.510 --> 00:48:59.731
solve your problem that's

00:48:59.751 --> 00:49:00.831
what you really care about

00:49:00.871 --> 00:49:02.172
right now so pick your

00:49:02.213 --> 00:49:04.014
problem pick your mole hill

00:49:04.054 --> 00:49:05.275
pick your mountain which

00:49:05.396 --> 00:49:06.737
one do you want to climb I

00:49:06.757 --> 00:49:08.518
got news for you it's not term protection

00:49:09.719 --> 00:49:11.320
What that means is you're

00:49:11.460 --> 00:49:12.780
lazy and you're like, hey,

00:49:12.800 --> 00:49:14.380
the stream of things that I

00:49:14.400 --> 00:49:16.221
could sit passively and

00:49:16.260 --> 00:49:18.461
receive is now being interrupted.

00:49:18.561 --> 00:49:19.963
Someone's further up the line,

00:49:19.983 --> 00:49:21.382
that scene from Lucille

00:49:21.402 --> 00:49:22.143
Ball where she's trying to

00:49:22.182 --> 00:49:23.023
eat all the chocolates.

00:49:23.324 --> 00:49:24.324
Someone's eating more of my

00:49:24.384 --> 00:49:26.224
chocolates further up the assembly line,

00:49:26.244 --> 00:49:27.545
and that makes me mad.

00:49:27.945 --> 00:49:28.625
So I'm going to call a

00:49:28.744 --> 00:49:30.166
lawyer instead of doing any

00:49:30.206 --> 00:49:30.846
of the real work,

00:49:30.885 --> 00:49:32.266
which is figuring out how

00:49:32.286 --> 00:49:33.567
to go further upstream.

00:49:33.847 --> 00:49:34.286
But yeah,

00:49:34.606 --> 00:49:36.307
keep bitching about term protections.

00:49:37.144 --> 00:49:38.989
Do we want to pitch Shark

00:49:39.028 --> 00:49:40.331
Tank this late in the

00:49:40.371 --> 00:49:42.114
episode or do we want to save it?

00:49:43.038 --> 00:49:44.059
I think we could tease it

00:49:44.079 --> 00:49:45.159
because if we can't explain

00:49:45.199 --> 00:49:46.380
it in thirty seconds or less,

00:49:46.420 --> 00:49:47.340
it's never going to take off.

00:49:47.360 --> 00:49:48.161
It's never going to work.

00:49:48.400 --> 00:49:48.721
Right.

00:49:49.501 --> 00:49:50.461
So here's the idea.

00:49:51.121 --> 00:49:52.222
So I just sort of tease that

00:49:52.282 --> 00:49:53.603
series that I'm going to do next week.

00:49:53.923 --> 00:49:54.164
Right.

00:49:54.224 --> 00:49:55.704
So I just I found people who

00:49:55.784 --> 00:49:57.025
made products who are PTs

00:49:57.126 --> 00:49:58.186
and they had great stories.

00:49:58.646 --> 00:50:00.246
I stole the format.

00:50:00.547 --> 00:50:01.228
I'll just say it.

00:50:01.668 --> 00:50:03.009
I tried to be my best guy.

00:50:03.088 --> 00:50:05.050
Roz from NPR is how I built this.

00:50:05.309 --> 00:50:06.050
And I just walked him

00:50:06.070 --> 00:50:07.130
through their story and I

00:50:07.210 --> 00:50:08.692
shut up long enough for them to tell it.

00:50:08.771 --> 00:50:09.552
I promise every once in a

00:50:09.572 --> 00:50:10.853
while I do shut up on my podcast.

00:50:11.233 --> 00:50:12.074
So here's the pitch.

00:50:12.833 --> 00:50:13.934
I've worked with the Academy

00:50:13.954 --> 00:50:14.514
of Leadership and

00:50:14.534 --> 00:50:15.954
Innovation before with an APTA.

00:50:16.255 --> 00:50:17.155
They do this event called

00:50:17.195 --> 00:50:18.635
Technopalooza every day or

00:50:18.675 --> 00:50:19.556
every year at CSM.

00:50:19.775 --> 00:50:20.096
Essentially,

00:50:20.117 --> 00:50:21.916
it's just a session and they

00:50:21.956 --> 00:50:22.936
let people who have created

00:50:22.976 --> 00:50:24.157
products or tech come

00:50:24.197 --> 00:50:25.597
together in one room and

00:50:25.637 --> 00:50:26.318
people walk around.

00:50:26.358 --> 00:50:27.518
It's like a children's museum,

00:50:27.579 --> 00:50:28.259
touch and play.

00:50:28.878 --> 00:50:30.280
What if you took that one step further?

00:50:30.460 --> 00:50:31.039
What if you took that

00:50:31.079 --> 00:50:33.101
concept and you added it to Shark Tank?

00:50:33.840 --> 00:50:35.442
If you had a product that

00:50:35.481 --> 00:50:36.382
appealed to or your

00:50:36.503 --> 00:50:37.903
audience was physical therapists,

00:50:37.943 --> 00:50:40.387
you wanted to sell it to internal PTs,

00:50:40.827 --> 00:50:41.969
would you pay five hundred

00:50:41.989 --> 00:50:43.831
bucks for a five minute

00:50:43.851 --> 00:50:45.652
chance to pitch it to tens

00:50:45.672 --> 00:50:46.634
of thousands of PTs?

00:50:47.094 --> 00:50:47.994
You should be saying yes.

00:50:48.175 --> 00:50:49.315
If your if your product is

00:50:49.436 --> 00:50:50.177
in their audiences,

00:50:50.617 --> 00:50:51.978
PT is five hundred or a

00:50:52.018 --> 00:50:52.860
thousand dollars from your

00:50:52.920 --> 00:50:54.782
company for a five minute pitch.

00:50:55.646 --> 00:50:56.306
is worth it.

00:50:56.646 --> 00:50:57.947
So what if we took five hundred,

00:50:58.068 --> 00:50:58.628
seven fifty,

00:50:58.648 --> 00:51:00.088
a thousand dollars per company,

00:51:00.509 --> 00:51:02.590
did twenty of them and said,

00:51:03.150 --> 00:51:04.911
winner takes half the pot.

00:51:05.713 --> 00:51:05.914
Right.

00:51:06.034 --> 00:51:07.014
Winner is actually going to

00:51:07.054 --> 00:51:07.655
be able to pitch.

00:51:07.876 --> 00:51:08.675
But we all know there's all

00:51:08.695 --> 00:51:09.777
those pitches on Shark Tank.

00:51:09.797 --> 00:51:10.438
You're like, oh,

00:51:10.478 --> 00:51:11.699
you're not coming here for a deal.

00:51:11.998 --> 00:51:13.420
You're here to be on TV and

00:51:13.460 --> 00:51:14.561
be in front of Cuban and

00:51:14.621 --> 00:51:15.481
get in front of them.

00:51:15.501 --> 00:51:17.382
So the exposure of itself in

00:51:17.402 --> 00:51:17.903
and of itself.

00:51:17.943 --> 00:51:19.025
Now, I don't think we're Shark Tank,

00:51:19.525 --> 00:51:20.206
but I also don't think

00:51:20.226 --> 00:51:20.905
we're I think we're

00:51:20.925 --> 00:51:22.166
pitching to a smaller audience.

00:51:22.186 --> 00:51:23.007
So I think we could do that.

00:51:23.027 --> 00:51:23.668
So that's my idea,

00:51:23.969 --> 00:51:25.510
which is how do we how do

00:51:25.530 --> 00:51:27.612
we create a pitch comp, which is a thing?

00:51:27.672 --> 00:51:28.391
We're not inventing that.

00:51:28.411 --> 00:51:29.353
That's a that's a tried and

00:51:29.393 --> 00:51:31.135
true thing where people pay.

00:51:31.755 --> 00:51:33.336
to have a chance to pitch if

00:51:33.356 --> 00:51:35.498
their target audience is these people,

00:51:35.958 --> 00:51:36.739
I think all we need is a

00:51:36.780 --> 00:51:38.340
flashy name and we got ourselves a thing.

00:51:38.422 --> 00:51:38.822
What do you think?

00:51:42.231 --> 00:51:43.452
I think companies out there would love it.

00:51:43.492 --> 00:51:44.534
So even if it's, you know,

00:51:44.594 --> 00:51:46.056
Scott Dickinson at Next

00:51:46.096 --> 00:51:47.777
Level or anyone else,

00:51:48.398 --> 00:51:49.940
free exposure on a big

00:51:49.980 --> 00:51:52.503
platform and then you might win cash.

00:51:52.563 --> 00:51:53.824
I mean, you're getting free.

00:51:53.844 --> 00:51:54.704
I'm sorry.

00:51:54.864 --> 00:51:56.067
You're paying for whatever you said,

00:51:56.106 --> 00:51:57.228
five hundred bucks, seven fifty,

00:51:57.248 --> 00:51:57.527
whatever.

00:51:57.547 --> 00:51:59.170
So, OK, you're paying for.

00:51:59.730 --> 00:52:00.371
So it's marketing.

00:52:00.471 --> 00:52:01.612
You're paying for some exposure.

00:52:01.632 --> 00:52:02.512
That's guaranteed.

00:52:03.333 --> 00:52:05.514
And then the potential upside of cash,

00:52:05.974 --> 00:52:07.675
if you have a great product pitch,

00:52:08.376 --> 00:52:09.896
presentation, whatever.

00:52:10.016 --> 00:52:10.735
So what do you think, Tony?

00:52:11.516 --> 00:52:12.277
Yeah, I love it.

00:52:12.336 --> 00:52:13.297
I think that's what we saw

00:52:13.336 --> 00:52:14.338
Shark Tank become.

00:52:14.378 --> 00:52:15.677
It's more about being on the

00:52:15.717 --> 00:52:16.978
episode than it is about

00:52:17.018 --> 00:52:18.018
getting an investor.

00:52:19.259 --> 00:52:20.059
But it's because there's

00:52:20.119 --> 00:52:21.539
real value in that.

00:52:21.619 --> 00:52:22.900
I've seen a lot of follow-up

00:52:22.960 --> 00:52:23.960
episodes where they talk

00:52:24.001 --> 00:52:25.201
about how successful

00:52:25.260 --> 00:52:26.641
businesses have come even

00:52:26.661 --> 00:52:27.402
when they didn't get

00:52:27.442 --> 00:52:29.282
investment just because of

00:52:29.322 --> 00:52:30.563
the exposure from the show.

00:52:31.603 --> 00:52:32.784
Um, so I think it's great.

00:52:32.824 --> 00:52:34.563
Plus I didn't realize real quick.

00:52:34.583 --> 00:52:35.184
Uh,

00:52:35.284 --> 00:52:36.724
I didn't realize when I was filling out

00:52:36.764 --> 00:52:38.186
the Y Y combinator

00:52:38.226 --> 00:52:40.085
application at the bottom, it said,

00:52:40.286 --> 00:52:41.967
have you been, uh,

00:52:42.007 --> 00:52:43.248
like the recipient of any

00:52:43.307 --> 00:52:45.668
awards or pitch competitions?

00:52:46.289 --> 00:52:47.849
I didn't, I mean, I know that they exist,

00:52:47.889 --> 00:52:49.510
but I didn't even think that was a thing.

00:52:50.389 --> 00:52:50.630
Yeah.

00:52:50.829 --> 00:52:51.931
I helped when I was at Mount

00:52:51.971 --> 00:52:54.791
Sinai hospital, I helped, uh,

00:52:55.550 --> 00:52:55.731
Um,

00:52:55.751 --> 00:52:57.753
they have like a Y combinator in Mount

00:52:57.793 --> 00:52:58.114
Sinai.

00:52:58.134 --> 00:52:59.456
A lot of these big health systems do.

00:52:59.615 --> 00:53:00.257
It's smart, right?

00:53:00.376 --> 00:53:01.277
You've got a bunch of smart

00:53:01.318 --> 00:53:02.199
people that you're paying

00:53:02.480 --> 00:53:03.641
and they have some ideas.

00:53:03.961 --> 00:53:05.864
Hey, don't, don't let that idea go.

00:53:06.244 --> 00:53:08.487
We'll give you some infrastructure,

00:53:08.507 --> 00:53:08.907
some help.

00:53:09.068 --> 00:53:11.210
So they have a program that they own.

00:53:11.331 --> 00:53:12.773
They own that idea.

00:53:13.717 --> 00:53:15.157
they own a portion of it, right?

00:53:15.378 --> 00:53:17.298
Yeah, oh, believe me, before you pitch,

00:53:17.358 --> 00:53:18.338
you are signing something

00:53:18.378 --> 00:53:19.000
and they are saying,

00:53:19.360 --> 00:53:20.940
since we are doing that.

00:53:20.981 --> 00:53:22.782
But if these big companies are doing it,

00:53:23.061 --> 00:53:24.722
there's obviously some value in it,

00:53:24.762 --> 00:53:24.943
right?

00:53:25.222 --> 00:53:25.943
So let me ask this,

00:53:26.103 --> 00:53:27.824
as listeners and viewers,

00:53:28.264 --> 00:53:30.425
would you watch these episodes, right?

00:53:30.445 --> 00:53:32.407
Would you watch a five-minute episode of,

00:53:33.047 --> 00:53:34.608
of a product that maybe help

00:53:34.668 --> 00:53:35.429
you in your clinic that

00:53:35.469 --> 00:53:36.849
maybe you'd purchase, right?

00:53:37.409 --> 00:53:39.271
I think people would, right?

00:53:39.351 --> 00:53:40.411
One of the biggest verticals

00:53:40.472 --> 00:53:41.753
on YouTube is product

00:53:41.793 --> 00:53:44.074
review or unboxing videos.

00:53:44.134 --> 00:53:45.635
People are captivated, myself included,

00:53:45.655 --> 00:53:46.096
on those things.

00:53:46.376 --> 00:53:47.916
So this would be short, sweet,

00:53:47.956 --> 00:53:49.177
and to the point, right?

00:53:49.197 --> 00:53:50.677
Because these might be

00:53:50.739 --> 00:53:52.139
products that don't necessarily,

00:53:52.239 --> 00:53:53.380
maybe they don't exist yet,

00:53:53.440 --> 00:53:54.340
or maybe they're early.

00:53:54.400 --> 00:53:55.722
That's Shark Tank, right?

00:53:55.922 --> 00:53:56.963
So would you watch it?

00:53:57.063 --> 00:53:58.083
Scott already chimed in.

00:53:58.123 --> 00:53:59.543
He'd watch that show, right?

00:53:59.583 --> 00:54:00.885
So my pitch would be let's

00:54:00.905 --> 00:54:01.766
do twenty of them.

00:54:02.425 --> 00:54:04.168
Let's do it in March because

00:54:04.188 --> 00:54:06.170
everybody's buzzing about what in March?

00:54:06.472 --> 00:54:08.134
Oh, we're getting mad in March, baby.

00:54:08.815 --> 00:54:10.336
All you do is visualize a

00:54:10.396 --> 00:54:12.320
bracket coming down to one

00:54:12.619 --> 00:54:13.581
and who's the champion.

00:54:13.862 --> 00:54:14.842
So I feel like this would be

00:54:14.862 --> 00:54:16.766
a great way to expose people.

00:54:16.965 --> 00:54:19.088
And maybe you come in fifth.

00:54:20.065 --> 00:54:20.846
Maybe you don't win.

00:54:21.025 --> 00:54:21.947
Maybe whoever we get to as

00:54:21.967 --> 00:54:23.746
sharks or us idiots don't pick you.

00:54:24.266 --> 00:54:26.188
But someone out there who's smart,

00:54:26.387 --> 00:54:27.248
who has money,

00:54:27.447 --> 00:54:29.329
who knows where to invest it, sees you.

00:54:29.429 --> 00:54:31.728
Again, that exposure comes into it.

00:54:32.248 --> 00:54:33.230
And maybe we just give you

00:54:33.250 --> 00:54:34.690
some really good feedback on, hey, man,

00:54:35.010 --> 00:54:35.971
your practice is a good idea,

00:54:35.990 --> 00:54:37.130
but your pitch is a little weak.

00:54:37.490 --> 00:54:38.911
Maybe we change the pitch a little bit.

00:54:39.231 --> 00:54:41.032
So with that pitch comp at Mount Sinai,

00:54:41.152 --> 00:54:42.552
I actually helped one group

00:54:42.592 --> 00:54:43.873
win two different pitch comps.

00:54:44.753 --> 00:54:45.853
Because I sat in the

00:54:45.992 --> 00:54:49.655
audience in this cohort leading up to it,

00:54:49.954 --> 00:54:50.534
and I was like, yo,

00:54:50.655 --> 00:54:52.896
all of your pitches look, feel, sound,

00:54:52.956 --> 00:54:54.996
taste, and smell the same.

00:54:55.476 --> 00:54:57.197
Do you want to win this thing or a chance?

00:54:57.757 --> 00:54:59.617
Just be five percent different.

00:54:59.757 --> 00:55:00.518
Like five.

00:55:00.557 --> 00:55:01.498
I'm not telling you to go in

00:55:01.518 --> 00:55:02.539
there and light yourself on fire.

00:55:02.699 --> 00:55:03.418
I'm not telling you to go in

00:55:03.438 --> 00:55:04.498
there and be Dennis Rodman,

00:55:04.820 --> 00:55:06.000
a big seven foot tall dude

00:55:06.019 --> 00:55:06.639
wearing a wedding dress.

00:55:06.659 --> 00:55:07.400
I'm not telling you to do that.

00:55:07.860 --> 00:55:08.420
I'm telling you to be a

00:55:08.561 --> 00:55:09.320
little bit different.

00:55:09.380 --> 00:55:10.221
Like what if you approach

00:55:10.260 --> 00:55:11.001
this as if you were going

00:55:11.021 --> 00:55:11.722
to be on Shark Tank?

00:55:12.222 --> 00:55:14.043
So they did and they won two

00:55:14.063 --> 00:55:14.804
grants from it.

00:55:15.184 --> 00:55:16.304
So that kind of felt good.

00:55:16.385 --> 00:55:17.344
I felt a little validation,

00:55:17.364 --> 00:55:18.346
a room full of smart people.

00:55:18.606 --> 00:55:19.586
Jimmy's crazy idea worked.

00:55:19.907 --> 00:55:20.327
So I don't know.

00:55:20.588 --> 00:55:22.208
This is something we had in our DMs.

00:55:22.548 --> 00:55:23.869
And I said, wouldn't this be cool?

00:55:23.909 --> 00:55:24.590
Here's the format.

00:55:24.990 --> 00:55:26.592
People pay a five hundred thousand bucks.

00:55:26.612 --> 00:55:27.431
We get twenty of them.

00:55:27.791 --> 00:55:29.012
Winner takes half the pot.

00:55:29.253 --> 00:55:30.253
We keep the rest because

00:55:30.273 --> 00:55:30.934
we're going to do a bunch

00:55:30.954 --> 00:55:32.195
of work to get this thing

00:55:32.715 --> 00:55:33.876
to get viewers and get eyeballs.

00:55:34.536 --> 00:55:35.918
But if this could go somewhere,

00:55:35.958 --> 00:55:37.199
if you get a twenty thousand,

00:55:37.278 --> 00:55:37.878
fifty thousand,

00:55:37.938 --> 00:55:38.619
hundred thousand dollar

00:55:38.639 --> 00:55:39.820
investment five years from now,

00:55:40.101 --> 00:55:41.021
you'll be saying thank you

00:55:41.300 --> 00:55:42.021
to our pitch company.

00:55:42.753 --> 00:55:44.114
Let's put a spin on this.

00:55:44.876 --> 00:55:47.117
Spin number one, three divisions.

00:55:47.137 --> 00:55:48.398
You've got a student division,

00:55:48.458 --> 00:55:49.619
a professional division,

00:55:49.699 --> 00:55:50.619
and an open division.

00:55:51.414 --> 00:55:52.173
I like it.

00:55:52.213 --> 00:55:54.335
Number two, I don't know the show,

00:55:54.375 --> 00:55:55.376
but isn't there a singing

00:55:55.416 --> 00:55:57.356
competition where like four

00:55:57.476 --> 00:55:59.918
famous people have their chairs turned?

00:56:00.297 --> 00:56:01.878
They're listening to the voice.

00:56:02.898 --> 00:56:04.460
Is it the voice?

00:56:04.500 --> 00:56:05.699
They hit the button and they

00:56:05.739 --> 00:56:06.740
spin around and then they

00:56:06.780 --> 00:56:08.802
want to be the mentor to that person.

00:56:09.021 --> 00:56:09.661
Yes.

00:56:09.702 --> 00:56:09.922
Yeah.

00:56:09.961 --> 00:56:12.143
So I could totally see

00:56:12.182 --> 00:56:13.884
something like that happening where,

00:56:14.184 --> 00:56:17.846
you know, you offer your mentor services,

00:56:18.465 --> 00:56:18.965
whatever.

00:56:19.806 --> 00:56:20.827
I think that's a cool idea.

00:56:22.117 --> 00:56:23.378
Dave Kittle here is speaking

00:56:23.398 --> 00:56:23.978
in third term.

00:56:24.159 --> 00:56:26.019
I am open and accepting free

00:56:26.039 --> 00:56:26.800
founders equity.

00:56:26.840 --> 00:56:28.340
So if you want some free equity,

00:56:29.161 --> 00:56:30.681
if you want to pass along some juju,

00:56:31.041 --> 00:56:33.643
happy to mentor on that basis,

00:56:33.943 --> 00:56:35.003
but not for free.

00:56:35.043 --> 00:56:36.684
Maybe Tony and Jimmy will do it for free.

00:56:36.704 --> 00:56:36.985
I don't know.

00:56:37.164 --> 00:56:37.766
Well, no, no, no.

00:56:37.806 --> 00:56:38.606
Hang on a second.

00:56:38.666 --> 00:56:39.025
Hang on.

00:56:39.045 --> 00:56:40.407
If you don't have the thousand bucks,

00:56:40.447 --> 00:56:42.728
then you can pay in potential equity.

00:56:42.768 --> 00:56:43.367
We'll say like,

00:56:43.507 --> 00:56:45.028
we'll take a look at your initial pitch.

00:56:45.369 --> 00:56:45.949
We'll let you on the show.

00:56:45.969 --> 00:56:47.050
There we go.

00:56:47.175 --> 00:56:49.237
But if you don't have a thousand bucks,

00:56:49.898 --> 00:56:51.079
we'll take a few points

00:56:51.179 --> 00:56:52.221
because you think this is a

00:56:52.240 --> 00:56:54.021
great idea and our path is

00:56:54.041 --> 00:56:55.204
your path to success.

00:56:55.764 --> 00:56:56.625
I would like to tie my

00:56:56.664 --> 00:56:57.726
success to your success.

00:56:57.746 --> 00:56:58.266
Let's do that.

00:56:59.067 --> 00:57:00.027
It needs a name.

00:57:00.608 --> 00:57:01.889
I don't want to give my suggestion.

00:57:01.909 --> 00:57:03.371
I don't want either of your suggestions.

00:57:03.791 --> 00:57:04.813
I want to hear a suggestion

00:57:04.853 --> 00:57:05.753
from people listening.

00:57:06.474 --> 00:57:07.295
You got the pitch.

00:57:07.315 --> 00:57:07.996
You got the gist.

00:57:08.016 --> 00:57:08.695
You got the vibe.

00:57:10.097 --> 00:57:10.818
Would you watch it?

00:57:11.217 --> 00:57:11.978
Are we off base?

00:57:12.018 --> 00:57:12.978
Or is this something that you'd be like,

00:57:12.998 --> 00:57:14.458
yeah, I'd watch that or listen to that.

00:57:14.960 --> 00:57:16.159
And then what should we call it?

00:57:16.480 --> 00:57:17.860
Because I think I'm pretty creative.

00:57:17.880 --> 00:57:18.641
But the funny part is when

00:57:18.661 --> 00:57:19.561
you put people out there

00:57:19.942 --> 00:57:20.702
and now this is rolling

00:57:20.722 --> 00:57:21.463
around their brain all day,

00:57:21.483 --> 00:57:22.643
maybe they'll come up with better ideas.

00:57:23.884 --> 00:57:24.744
Parting shots.

00:57:24.903 --> 00:57:25.565
And I want to say,

00:57:25.625 --> 00:57:26.764
I'll see some people live

00:57:26.804 --> 00:57:27.346
tonight at New York

00:57:27.405 --> 00:57:28.505
Institute of Technology

00:57:28.945 --> 00:57:30.567
doing a live show at their PT program.

00:57:30.606 --> 00:57:31.688
I do this from time to time,

00:57:32.208 --> 00:57:33.989
interview faculty, alumni, students,

00:57:34.028 --> 00:57:34.429
whatever.

00:57:34.469 --> 00:57:35.710
And I do it like Jimmy Fallon live.

00:57:35.750 --> 00:57:36.849
So I'll see you out there

00:57:37.250 --> 00:57:37.811
letting you know that

00:57:37.851 --> 00:57:38.610
before my parting shot.

00:57:41.313 --> 00:57:43.536
Before the parting shot, with this idea,

00:57:43.556 --> 00:57:44.195
we're talking about

00:57:44.275 --> 00:57:48.018
physical products and services?

00:57:48.119 --> 00:57:48.500
Wow me.

00:57:49.360 --> 00:57:49.981
And digital?

00:57:50.201 --> 00:57:50.320
Yeah.

00:57:50.440 --> 00:57:55.425
I mean, apps, products, platforms,

00:57:55.485 --> 00:57:56.105
what do you got?

00:57:56.465 --> 00:57:58.186
You got five minutes, my friends.

00:57:58.646 --> 00:57:59.967
I did this once in person at

00:57:59.987 --> 00:58:00.949
the Graham Sessions,

00:58:01.449 --> 00:58:03.731
and I said it had to be a succinct pitch.

00:58:04.030 --> 00:58:04.170
I mean,

00:58:04.251 --> 00:58:05.771
I have the music queued up when the

00:58:05.811 --> 00:58:06.952
person was walking in the room.

00:58:07.293 --> 00:58:07.954
I made it legit.

00:58:08.434 --> 00:58:09.355
And then the five minute

00:58:09.394 --> 00:58:10.295
pitch went to ten.

00:58:10.476 --> 00:58:11.416
And I was like, here's the thing.

00:58:11.436 --> 00:58:13.137
There's a thing called Parkinson's law,

00:58:13.577 --> 00:58:14.577
which is the time it takes

00:58:14.597 --> 00:58:15.679
you to complete a task

00:58:15.918 --> 00:58:17.679
expands or contracts based

00:58:17.719 --> 00:58:18.481
on the time you're given.

00:58:18.800 --> 00:58:20.302
If you give people five minutes,

00:58:20.601 --> 00:58:22.163
they'll do a really great condensed job.

00:58:22.182 --> 00:58:22.943
You give them ten.

00:58:23.284 --> 00:58:24.144
They're going to put ten.

00:58:24.284 --> 00:58:24.905
They're going to put five

00:58:24.945 --> 00:58:26.246
pounds of crap and five

00:58:26.266 --> 00:58:27.306
pounds of good stuff in there.

00:58:27.347 --> 00:58:28.166
And it's not good anymore.

00:58:28.527 --> 00:58:30.349
So I would be hard, hard,

00:58:30.389 --> 00:58:31.248
hard on the rules,

00:58:31.289 --> 00:58:32.250
which is and I have no

00:58:32.289 --> 00:58:33.210
problem helping people or

00:58:33.271 --> 00:58:34.572
giving them insight because I want it.

00:58:34.791 --> 00:58:35.811
I want the final product to be good.

00:58:35.992 --> 00:58:36.132
Like.

00:58:36.713 --> 00:58:36.934
Good.

00:58:36.994 --> 00:58:37.896
The audience needs to win.

00:58:38.215 --> 00:58:40.981
So I would say make sure we have a clear,

00:58:41.021 --> 00:58:43.047
clear, clear ask of what this is.

00:58:43.327 --> 00:58:44.550
Five minutes and one second,

00:58:44.670 --> 00:58:46.193
and your camera and microphone are off.

00:58:48.527 --> 00:58:50.246
Parting shot.

00:58:50.266 --> 00:58:50.847
Parting shot.

00:58:51.588 --> 00:58:51.987
Always,

00:58:52.088 --> 00:58:53.907
always considering other ways for

00:58:54.128 --> 00:58:54.827
marketing,

00:58:55.028 --> 00:58:57.309
for getting in front of whoever it is,

00:58:57.349 --> 00:58:58.228
whether it's a prospective

00:58:58.268 --> 00:59:00.449
patient or it's one of these companies,

00:59:00.510 --> 00:59:00.630
right?

00:59:00.650 --> 00:59:01.389
It's one of these companies

00:59:01.469 --> 00:59:02.849
like next level or whoever.

00:59:02.909 --> 00:59:03.791
So they're going to send

00:59:03.831 --> 00:59:05.971
something to my practice.

00:59:05.990 --> 00:59:06.431
They're going to send

00:59:06.451 --> 00:59:07.411
something to Tony's practice.

00:59:07.451 --> 00:59:08.391
Like why wouldn't you

00:59:08.472 --> 00:59:10.851
consider lump mail a different,

00:59:11.112 --> 00:59:12.172
there's also a company

00:59:12.193 --> 00:59:13.813
called robot ink marketing.

00:59:14.152 --> 00:59:16.092
And it's like a robotic arm that's holding,

00:59:16.514 --> 00:59:17.733
literally it's holding a pen and

00:59:18.554 --> 00:59:19.153
it's holding a pen.

00:59:19.193 --> 00:59:22.514
It's a robot arm and it's writing the,

00:59:22.635 --> 00:59:22.755
it's,

00:59:22.855 --> 00:59:24.516
it's addressing envelopes to your

00:59:24.916 --> 00:59:25.496
mailing list.

00:59:25.536 --> 00:59:26.315
Now, of course, again,

00:59:26.335 --> 00:59:27.737
that costs a dollar fifty

00:59:27.797 --> 00:59:29.137
or more per envelope,

00:59:29.456 --> 00:59:31.978
but the potential recipient

00:59:32.097 --> 00:59:32.838
is going to open it.

00:59:32.878 --> 00:59:33.557
So if you're one of these

00:59:33.577 --> 00:59:34.097
companies and you're

00:59:34.117 --> 00:59:34.958
looking to get in front of

00:59:35.298 --> 00:59:37.960
practice owners, if you know, Jimmy with,

00:59:38.079 --> 00:59:39.420
with vestibular first, whatever.

00:59:39.519 --> 00:59:41.099
So yeah, robot ink marketing.

00:59:41.780 --> 00:59:42.521
And by the way,

00:59:43.101 --> 00:59:45.362
On that website, you can request a sample.

00:59:45.702 --> 00:59:47.744
I put my home address, my name,

00:59:47.844 --> 00:59:49.585
home address in, forgot about it.

00:59:49.844 --> 00:59:50.565
A week or two later,

00:59:50.664 --> 00:59:52.967
I got this in the mail and I was like,

00:59:53.367 --> 00:59:54.768
who do I know in Ohio?

00:59:54.967 --> 00:59:57.188
This is not Tony Meritato's town.

00:59:57.228 --> 00:59:58.409
Like, who is this?

00:59:58.670 --> 00:59:59.449
I totally forgot about it.

01:00:00.170 --> 01:00:01.510
I opened it up and I'm like, oh,

01:00:01.610 --> 01:00:02.132
Robot Inc.

01:00:02.172 --> 01:00:02.552
Marketing.

01:00:02.791 --> 01:00:03.012
Dude,

01:00:03.172 --> 01:00:04.753
it literally looked like someone

01:00:05.032 --> 01:00:06.173
wrote it with blue ink.

01:00:06.414 --> 01:00:07.414
It blew my mind.

01:00:07.554 --> 01:00:09.235
And it's from a robotic arm.

01:00:10.454 --> 01:00:11.576
So you got to ask like, hey,

01:00:12.416 --> 01:00:13.496
when this hits,

01:00:13.958 --> 01:00:15.398
what is your average

01:00:15.498 --> 01:00:17.079
lifetime value of a client

01:00:17.119 --> 01:00:18.420
when they come back after a

01:00:19.041 --> 01:00:20.163
reactivation campaign?

01:00:20.563 --> 01:00:22.324
Is that worth a dollar seventy nine?

01:00:23.224 --> 01:00:23.425
Right.

01:00:23.505 --> 01:00:24.485
Is it worth a dollar seventy

01:00:24.525 --> 01:00:26.166
nine times a thousand or five thousand?

01:00:26.586 --> 01:00:27.648
I'm going to say if you have

01:00:27.668 --> 01:00:28.548
a good product and service.

01:00:29.469 --> 01:00:29.829
Yes.

01:00:29.909 --> 01:00:30.489
It's yes.

01:00:30.510 --> 01:00:32.251
Times a thousand is my guess.

01:00:33.840 --> 01:00:34.260
Yeah.

01:00:34.280 --> 01:00:35.800
And then just it's called a

01:00:35.840 --> 01:00:37.181
blind spot for a reason

01:00:37.201 --> 01:00:38.342
because you can't see it.

01:00:38.362 --> 01:00:40.061
You can't see the thing that's there.

01:00:40.161 --> 01:00:41.643
Nobody came into today's

01:00:41.702 --> 01:00:43.364
session thinking I want to

01:00:43.403 --> 01:00:44.463
learn about direct mail.

01:00:44.503 --> 01:00:45.523
But now hopefully you've got

01:00:45.583 --> 01:00:47.905
some ideas that wasn't even

01:00:48.045 --> 01:00:50.306
in your mind an hour ago.

01:00:50.826 --> 01:00:52.367
This is the kind of stuff

01:00:52.407 --> 01:00:53.847
that I always say I try to

01:00:53.887 --> 01:00:55.068
surround myself with people

01:00:55.128 --> 01:00:56.288
that think differently.

01:00:57.188 --> 01:00:59.009
And if I can't find them in human form,

01:00:59.028 --> 01:00:59.769
I'm going to watch them on

01:00:59.809 --> 01:01:01.150
YouTube or podcasts.

01:01:01.510 --> 01:01:02.530
So get out there and hear.

01:01:03.451 --> 01:01:05.492
I would say do not bend are

01:01:05.512 --> 01:01:07.072
my three parting shot words.

01:01:07.112 --> 01:01:07.871
Do not bend,

01:01:08.251 --> 01:01:09.532
which is what can you take

01:01:09.572 --> 01:01:10.672
from this idea of pattern

01:01:10.693 --> 01:01:12.472
disruption or just doing

01:01:12.492 --> 01:01:14.134
things differently and

01:01:14.193 --> 01:01:15.534
differently doesn't need to

01:01:15.594 --> 01:01:16.753
be overcomplicated.

01:01:17.094 --> 01:01:18.914
Simple is scalable.

01:01:19.014 --> 01:01:20.554
Simple is clear.

01:01:20.655 --> 01:01:22.195
Simple is concise.

01:01:23.096 --> 01:01:24.418
don't overcomplicate your marketing.

01:01:24.438 --> 01:01:25.679
All right, we'll be back on Tuesday.

01:01:25.759 --> 01:01:26.679
Again, I'll see some people,

01:01:26.739 --> 01:01:27.880
Eric Greenberg and some

01:01:27.920 --> 01:01:29.061
other people at New York

01:01:29.103 --> 01:01:29.922
Institute of Technology.

01:01:29.963 --> 01:01:30.864
Dave, are you around today?

01:01:30.884 --> 01:01:31.485
We're in, I mean,

01:01:31.545 --> 01:01:34.168
New York IT is on the west side.

01:01:36.974 --> 01:01:37.193
Maybe.

01:01:38.175 --> 01:01:41.978
You muted me, so I unmuted you.

01:01:42.018 --> 01:01:43.039
Yeah.

01:01:43.099 --> 01:01:44.900
I'm going to be out of town.

01:01:44.960 --> 01:01:45.159
Sorry.

01:01:45.199 --> 01:01:46.762
I'm going to be out of town this evening.

01:01:47.021 --> 01:01:48.043
I'm leaving right after this.

01:01:48.583 --> 01:01:48.922
Whatever.

01:01:49.083 --> 01:01:49.403
Whatever.

01:01:49.443 --> 01:01:49.983
Go out of town.

01:01:50.003 --> 01:01:50.324
Have fun.

01:01:50.384 --> 01:01:51.005
I expect pictures.

01:01:51.025 --> 01:01:51.204
All right.

01:01:51.224 --> 01:01:52.146
We'll be back on Tuesday.

01:01:52.505 --> 01:01:53.626
Like, subscribe, listen,

01:01:53.666 --> 01:01:54.947
all the things the cool streamers say.