Marketing Like David: How to Beat Goliath

WEBVTT

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Happy Tuesday to you as we

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come to you live.

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PT Breakfast Club, I'm Jimmy McKay.

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I'll bring in my co-hosts,

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if one of them actually ever shows up,

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the other one on vacation

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and still coming to you live.

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We discussed in our personal

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DMs what the topic will be today.

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Marketing like David, how to beat Goliath.

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And I think this resonates with everybody.

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That's why we used the analogy, metaphor.

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I never remember which one's which.

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um because we all I think at

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some point feel a little

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bit like david and we're

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just pushing the rock up

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the hill like sisyphus I

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know I got that one right

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and we're all trying to

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beat goliath and a lot of

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times goliath is just this

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this amorphous thing out

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there it's everybody else

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it's everything else so I'm

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going to share a story how I at one point

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running a tiny little radio

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station in a tiny little

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corner of the world.

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I actually marketed like

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David and I wound up beating Goliath.

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I wound up beating bigger

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radio stations in bigger markets.

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And it was a simple,

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I don't want to call it a trick.

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It was a simple execution of

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an idea that actually helped.

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So I'll share that.

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You take that and you're like,

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but how's that going to help?

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It's a radio station.

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I don't run a radio station, Jimmy.

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The idea is

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will cross.

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The idea will scale.

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And I think you can find

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something in there too.

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So I'll bring in my co-hosts

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after a little bit of this.

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learning and growing I'm

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shortening I shortened the

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intro dave's frozen as

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always I'm gonna screenshot

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that that was a good one

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good morning to you guys

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it's tuesday morning uh I'm

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jim mckay that is tony

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maritato he is dave kittel

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and this is pt breakfast

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club uh tony is doing

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something a little bit

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special you are actually

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you're on the road we're

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like college game day

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you're like on vacation

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you're you're remote

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Yeah, you know,

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this is one of my favorite

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weeks of the year.

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This has been a family vacation.

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We do it every year.

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I think this is year 13.

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And what we do is we get a big house,

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Hilton Head Island, right on the beach,

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and five families share the

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cost of the house.

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But this is all immediate family.

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So my wife, her brothers, her sisters,

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and their family, their kids,

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Uh, it's just incredible on a big year.

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We'll have 30 people in a

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house on a smaller year.

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Like this is our smallest,

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we've got four families, but like my kids,

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my four boys, every single year there,

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they spend this week with their cousins.

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They're at the beach, they're at the pool,

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they're fishing.

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They don't know life without this trip.

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And it's just an incredible experience.

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Good for you.

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And you've turned them all

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into Instagram influencers.

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This is a big write-off.

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We're working on it.

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Yeah.

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They're crock models this week.

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Start out with LLCs.

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All right.

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So I sort of teased this and

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I did a good job.

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Most of the time I'll tease

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something in our private DM

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and then I'll just go ahead

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and tell the whole story.

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But I didn't.

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I actually held this part out.

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So this was a marketing

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tactic that I used.

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And to me,

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it just looked like a smart way

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to go about it.

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And it worked for a radio

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station back in I don't

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remember when was SMS like 2004,

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like SMS in terms of like

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adoption on flip phones.

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And then business, of course, was like,

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how do we get into instead of the inbox?

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How do we get into onto

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people's actual phones?

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That's the that's the holy grail.

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So we had gotten an app

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called Hip Cricket.

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And that was essentially a

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web-based way to send text

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messages to an email list.

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And I worked for a big radio station,

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a big radio company, Cumulus Broadcasting,

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hundreds of radio stations

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across the country.

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We were not one of the biggest.

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I was in Scranton, Wilkes-Barre,

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Pennsylvania, 570, NEPA.

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And of course,

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this thing rolled out across

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all the different radio stations.

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And as a program director,

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I think we got a conference

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call and an email saying,

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here's this thing.

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Your goal is to build your text newsletter,

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which I think was the first

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mistake from a company is I

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don't want a newsletter, not on my phone.

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Unless it's value packed,

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I don't want a newsletter anyway.

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But of course, from a company perspective,

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I want eyeballs and I want

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attention and I want to be

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able to hit you with

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messages because I want to

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monetize those messages.

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So I looked at this in my

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office in northeast

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Pennsylvania and I said,

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I don't I'm a rock station.

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So there's a little

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background to where we were

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an alternative modern rock radio station.

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So I always took the the

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approach of whatever the

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average program director or

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station was going to do.

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I'm going to do the anti that.

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So I looked at this and I said,

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it was only 140 characters, right?

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That's the SMS limit, 140 characters.

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I'm like, we can't do news in that anyway.

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What do we, we can do quick messages.

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and I twisted it just a

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little bit and it happened

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to have some serendipity.

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Okay,

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so I combined two different things

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that I had,

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and this is part of the lesson,

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is look around at what you actually have.

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If you don't have a big budget, okay,

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you have to think more

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efficient or smarter,

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but what do you have that has value?

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So I had a band coming to

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the radio station like some bands would.

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And I turned to the record

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rep and I would always say, hey,

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can the band come in the

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studio when they're in town?

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Of course,

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we're going to promote the album.

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We're going to promote their concert,

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which is down the street.

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No big deal.

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Can they play three or four songs live?

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And they go, absolutely.

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Acoustic?

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And they go, yeah.

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They go, easy.

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They'll bring in the guitar.

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They'll bring in the bongos,

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whatever they'll do.

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I then twisted it and said,

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Instead of the studio,

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because I would also do a contest like,

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hey, win your way into a private show.

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You get to stand in the room

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with the band and me while they play live,

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which is cool, right?

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So understand what you have

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and how can I make it valuable?

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That was exclusive, right?

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So we used to do contests like that.

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And then I thought about it

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with the addition of this SMS program.

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I said,

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how can I make it bigger than the room?

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So I contacted this place

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called The Woodlands,

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which was like a local hotel,

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but they had like four bars.

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It was like a local resort.

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And I said, hey, Mitch from The Woodlands,

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what if I brought a band

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down there to do like an acoustic set,

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and I'll invite a bunch of

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people with this secret

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text message thing?

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And he goes,

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are you going to put people in

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my bar at noon on a random Tuesday?

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Yes.

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The answer is yes, yes, yes.

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Do whatever.

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What does it cost?

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Take my money.

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And I did it for free.

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But here's where I think the

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smart part came out of it.

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I don't think I thought it was this.

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I don't think I was being brilliant.

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I think I was just trying to

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solve a funny problem.

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I turned the text message,

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instead of a newsletter or a message,

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I turned it into a ticket.

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And then I hid the payoff behind silence

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and gave it a timer.

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Here's what I mean.

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I went on the air and I told my air staff,

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go on the air for the next

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seven days and say,

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we have the 97 nine X top

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secret show happening next week.

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The only way you can get in

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is if you join our unfair advantage.

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I didn't call it the news club.

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I didn't call it the text club.

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Cause that's what everybody else would do.

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They, I zagged.

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I called it the unfair advantage.

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If you join the Unfair

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Advantage right now by

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texting this to this, you will be in.

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And then at five o'clock on Friday,

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I'm gonna send out the

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tickets to everybody who

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has the Unfair Advantage.

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If you join at 5.01 on Friday,

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you cannot come.

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You cannot buy your way in.

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If you join at 4.59 or before that,

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like right now,

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while you should be taking

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out your phones,

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You will get the ticket.

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Decide if you want to come

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to the show or not,

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you'll at least have the ticket, right?

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This was one of the coolest

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parts of radio was we never

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had live feedback other

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than the telephone, right?

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But I was able to watch the

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dashboard on this app, Hip Cricket,

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and watch when I mentioned

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it at 5.03 on Tuesday, I got 75 people.

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I got 127 people.

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And it was actually,

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it was great because it

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showed me the different

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ways I said the message,

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the different way I hid the

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trick would react better or worse.

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And I could tailor the

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future messages to that.

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So look at a couple of the

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different elements.

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I could have went and said,

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we have this band coming.

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I hid that.

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I understood what I had.

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I had the element of surprise,

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so I hid that.

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I also had an exploding offer.

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If you get the unfair advantage at 459,

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you're going to get your ticket.

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If you wait, you'll lose it.

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Now, keep in mind,

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I was going to let everybody in anyway.

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There were no QR codes back there.

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There was no way for me to

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know if you had just

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forwarded it to your friend or not.

00:09:05.893 --> 00:09:08.514
I also didn't care because

00:09:08.533 --> 00:09:09.894
my job was to get as many

00:09:09.934 --> 00:09:11.916
people to want this unfair

00:09:11.956 --> 00:09:13.277
advantage as possible.

00:09:13.476 --> 00:09:14.937
I even went so far as to say,

00:09:16.418 --> 00:09:17.758
what would they be thinking?

00:09:17.778 --> 00:09:18.399
I was like, listen,

00:09:18.479 --> 00:09:19.438
get the unfair advantage,

00:09:19.578 --> 00:09:20.840
get the text message on Friday,

00:09:21.220 --> 00:09:22.520
and then just reply stop if

00:09:22.561 --> 00:09:23.280
you don't want it.

00:09:24.427 --> 00:09:26.071
But then I knew I had an

00:09:26.110 --> 00:09:27.072
opportunity if I just

00:09:27.092 --> 00:09:28.956
continued to overload on value.

00:09:29.236 --> 00:09:30.558
You'd never think about

00:09:30.578 --> 00:09:31.822
getting rid of it because

00:09:31.861 --> 00:09:33.163
you saw it as it's going to

00:09:33.183 --> 00:09:34.385
be a little interruption of my day.

00:09:35.881 --> 00:09:37.381
but what if we had Metallica

00:09:37.402 --> 00:09:40.403
in a few months and you didn't have this?

00:09:41.363 --> 00:09:42.043
So then of course,

00:09:42.342 --> 00:09:43.984
five o'clock on Friday would roll around.

00:09:44.443 --> 00:09:45.083
I'm teasing it.

00:09:45.144 --> 00:09:45.604
I'm teasing it.

00:09:45.624 --> 00:09:47.124
That's all I'm talking about that day.

00:09:47.443 --> 00:09:48.865
And the number of people

00:09:48.924 --> 00:09:50.304
joining the unfair advantage,

00:09:50.345 --> 00:09:51.664
not the text club, not the name,

00:09:51.745 --> 00:09:53.365
lame newsletter was

00:09:53.426 --> 00:09:54.485
climbing and climbing and climbing.

00:09:54.946 --> 00:09:55.666
And we did,

00:09:55.686 --> 00:09:57.066
I think in the time I was at

00:09:57.086 --> 00:09:57.785
that radio station,

00:09:58.166 --> 00:09:59.907
we did about 15 of these

00:09:59.947 --> 00:10:01.907
top secret shows because I

00:10:02.047 --> 00:10:03.027
understood what I had.

00:10:03.548 --> 00:10:04.607
I had a relationship with

00:10:04.648 --> 00:10:05.268
record companies.

00:10:06.445 --> 00:10:07.966
I had access to bands who

00:10:08.005 --> 00:10:09.268
were already okay with

00:10:09.327 --> 00:10:10.347
coming to the radio station

00:10:10.389 --> 00:10:11.529
and giving me 30 minutes of

00:10:11.549 --> 00:10:13.772
acoustic show one-on-one.

00:10:13.932 --> 00:10:15.592
I just said, I'm gonna change the venue.

00:10:16.073 --> 00:10:16.953
I'm gonna put it at a bar.

00:10:18.855 --> 00:10:19.736
After I started doing this

00:10:19.777 --> 00:10:20.476
for a while though,

00:10:20.638 --> 00:10:22.178
the band started being like, listen,

00:10:22.239 --> 00:10:23.419
we sort of see what you're doing.

00:10:24.541 --> 00:10:25.481
I also started to get

00:10:25.542 --> 00:10:27.563
resistance from the concert promoters

00:10:29.076 --> 00:10:29.996
Concert promoters are

00:10:30.037 --> 00:10:31.357
essentially professional gamblers.

00:10:32.119 --> 00:10:33.239
Okay, I've got this band.

00:10:33.679 --> 00:10:34.399
I'm willing to book the

00:10:34.440 --> 00:10:35.620
venue at this cost.

00:10:35.741 --> 00:10:37.423
I know who the band is at this cost.

00:10:38.203 --> 00:10:39.203
At this ticket price,

00:10:39.445 --> 00:10:40.625
will I get enough people

00:10:40.926 --> 00:10:42.267
after spending advertising

00:10:42.527 --> 00:10:43.768
to make money on this show?

00:10:44.729 --> 00:10:46.450
So they started pushing back on me like,

00:10:46.490 --> 00:10:46.610
dude,

00:10:46.630 --> 00:10:47.770
you're giving away essentially a

00:10:47.812 --> 00:10:49.993
free concert at a venue.

00:10:50.793 --> 00:10:52.315
You're sort of stealing my thunder.

00:10:52.916 --> 00:10:53.897
And the bands were like,

00:10:53.937 --> 00:10:54.777
it's a little more effort

00:10:54.817 --> 00:10:56.639
to go to a venue than just

00:10:56.678 --> 00:10:57.600
go to the radio station.

00:10:58.389 --> 00:10:58.929
But wait,

00:10:59.490 --> 00:11:01.451
I solved their problems to the

00:11:01.511 --> 00:11:02.232
point where they were

00:11:02.312 --> 00:11:03.653
begging me to do more of these.

00:11:03.953 --> 00:11:05.034
So let's start with the band.

00:11:06.316 --> 00:11:08.076
I sat in the band seat and I said,

00:11:08.437 --> 00:11:10.317
because being a rock star is all luxury.

00:11:10.558 --> 00:11:10.938
It's not.

00:11:11.379 --> 00:11:11.778
It's not.

00:11:12.679 --> 00:11:14.341
I said, what do they value that I have?

00:11:15.001 --> 00:11:15.142
Well,

00:11:15.182 --> 00:11:16.503
I mentioned where I did the first top

00:11:16.523 --> 00:11:17.884
secret show was at the Woodlands.

00:11:17.943 --> 00:11:19.184
This is this local hotel

00:11:19.245 --> 00:11:20.125
with a bunch of bars in it.

00:11:20.164 --> 00:11:20.905
It's like a resort.

00:11:22.067 --> 00:11:23.628
To the Woodlands, a hotel room?

00:11:24.706 --> 00:11:25.927
it's a gimme, like to them,

00:11:25.966 --> 00:11:27.168
they're a hotel, it's nothing.

00:11:27.587 --> 00:11:30.308
To the band, if they're on the road,

00:11:30.328 --> 00:11:31.288
a lot of times they're out

00:11:31.328 --> 00:11:33.269
of pocket with lodging and food.

00:11:34.789 --> 00:11:36.169
So unless they're booked for the day,

00:11:36.610 --> 00:11:37.289
they're on their own.

00:11:37.650 --> 00:11:38.811
So I said, you do the show,

00:11:39.850 --> 00:11:40.870
I'll get a hotel room for

00:11:40.932 --> 00:11:42.292
the entire band and your crew,

00:11:42.351 --> 00:11:43.152
I'll take care of you.

00:11:44.231 --> 00:11:45.592
And I just bartered it with the hotel,

00:11:45.613 --> 00:11:46.572
because again, the hotel was like,

00:11:46.793 --> 00:11:47.832
I want the show, I want the show,

00:11:47.852 --> 00:11:48.333
I want the show.

00:11:48.614 --> 00:11:48.994
I was like, great,

00:11:49.014 --> 00:11:50.193
I need six hotel rooms and

00:11:50.214 --> 00:11:51.073
I need food for the band.

00:11:51.374 --> 00:11:52.514
And now the band is not happy,

00:11:52.815 --> 00:11:53.355
they are thrilled.

00:11:55.033 --> 00:11:56.198
I also understand where the

00:11:56.239 --> 00:11:57.703
band sat in terms of merch.

00:11:58.615 --> 00:12:00.535
When they sold a t-shirt at

00:12:00.556 --> 00:12:01.556
a concert venue,

00:12:01.635 --> 00:12:02.556
the concert venue got a

00:12:02.697 --> 00:12:04.356
nickel or several nickels.

00:12:04.817 --> 00:12:05.317
So I said,

00:12:05.477 --> 00:12:07.197
you can sell merch here and it's

00:12:07.197 --> 00:12:07.918
100% yours.

00:12:07.957 --> 00:12:09.379
I don't want you to touch it.

00:12:09.438 --> 00:12:10.479
Just do a meet and greet after.

00:12:10.558 --> 00:12:11.700
Just sign some stuff and

00:12:11.740 --> 00:12:12.679
then put your merch stand right.

00:12:12.700 --> 00:12:13.379
And they were like, oh,

00:12:14.160 --> 00:12:15.400
so now not only the bands,

00:12:15.660 --> 00:12:17.201
are they okay with doing it?

00:12:17.721 --> 00:12:19.102
When can we do the next one?

00:12:19.123 --> 00:12:21.102
When can we come through Scranton again?

00:12:21.363 --> 00:12:23.244
Which is something no one ever said.

00:12:23.443 --> 00:12:24.585
When can we go to Scranton?

00:12:24.644 --> 00:12:25.264
I love Scranton.

00:12:25.284 --> 00:12:25.644
I love you.

00:12:26.765 --> 00:12:28.748
But now the bands were thrilled to do it.

00:12:29.567 --> 00:12:31.149
But now I've still got the

00:12:31.309 --> 00:12:34.932
biggest money pot mad at me,

00:12:35.854 --> 00:12:36.714
the concert promoter,

00:12:36.914 --> 00:12:37.475
which we had good

00:12:37.514 --> 00:12:38.556
relationships with because

00:12:38.576 --> 00:12:40.577
they bought advertising from us.

00:12:41.118 --> 00:12:42.278
I had to solve that problem.

00:12:42.840 --> 00:12:44.561
So again, this is early SMS.

00:12:44.620 --> 00:12:45.902
I'm going to say this is

00:12:45.961 --> 00:12:46.743
like 2005 or 2006 when we

00:12:46.763 --> 00:12:48.124
started doing the first Top Secret shows.

00:12:49.044 --> 00:12:50.986
I said I put myself in their seat.

00:12:51.806 --> 00:12:53.346
What does a concert promoter want to do?

00:12:53.427 --> 00:12:53.527
Well,

00:12:53.547 --> 00:12:54.668
he wants to make sure I'm not taking

00:12:54.707 --> 00:12:55.568
money out of his pocket.

00:12:55.889 --> 00:12:57.789
So I decided to put money in his pocket.

00:12:58.971 --> 00:12:59.370
So I said,

00:12:59.730 --> 00:13:01.493
you have one of those remote

00:13:01.533 --> 00:13:02.293
credit card-y things?

00:13:02.592 --> 00:13:03.114
And he goes, yeah.

00:13:03.494 --> 00:13:04.053
I go, cool.

00:13:04.595 --> 00:13:06.155
I'm giving a little taste.

00:13:06.316 --> 00:13:07.275
This is not plugged in.

00:13:07.316 --> 00:13:08.076
This is acoustic.

00:13:09.628 --> 00:13:10.428
what if you brought one of

00:13:10.448 --> 00:13:11.330
those little credit card-y

00:13:11.350 --> 00:13:12.490
things and I'll let you sit

00:13:12.571 --> 00:13:13.611
right next to the band and

00:13:13.652 --> 00:13:15.594
their merch stand and you

00:13:15.615 --> 00:13:17.456
can sell tickets on site to

00:13:17.476 --> 00:13:18.076
the concert that's

00:13:18.116 --> 00:13:19.798
happening later on tonight or tomorrow,

00:13:19.839 --> 00:13:20.500
whenever it was.

00:13:20.919 --> 00:13:23.602
And he was like, hang on, tell me more.

00:13:23.623 --> 00:13:25.065
And I'm like, yeah,

00:13:25.804 --> 00:13:26.907
look at the bell curve.

00:13:27.970 --> 00:13:29.269
You have people on the right

00:13:29.350 --> 00:13:31.431
side who are the band's super fans.

00:13:31.711 --> 00:13:32.510
They already have tickets.

00:13:32.951 --> 00:13:33.591
They didn't even need to

00:13:33.631 --> 00:13:34.491
hear the commercials on the

00:13:34.511 --> 00:13:35.792
radio station to know that

00:13:35.832 --> 00:13:36.533
the band was coming and

00:13:36.552 --> 00:13:37.413
they were going to buy tickets.

00:13:37.972 --> 00:13:39.394
They are not of concern to you.

00:13:40.073 --> 00:13:41.114
You have people on the left

00:13:41.453 --> 00:13:42.114
who are going to come to

00:13:42.134 --> 00:13:43.315
the top secret show with me

00:13:44.567 --> 00:13:46.249
get their fill, and never,

00:13:46.349 --> 00:13:47.450
ever consider buying a ticket.

00:13:47.590 --> 00:13:48.770
They were never gonna buy a ticket anyway.

00:13:49.071 --> 00:13:50.371
That's the far left of the bell curve,

00:13:50.812 --> 00:13:50.993
right?

00:13:51.692 --> 00:13:52.614
And now, my friend,

00:13:52.813 --> 00:13:54.875
I'm gonna give you the big middle,

00:13:55.095 --> 00:13:56.556
which is the biggest opportunity,

00:13:57.216 --> 00:13:58.197
which is the biggest ceiling,

00:13:58.217 --> 00:13:59.158
which is the people who you

00:13:59.197 --> 00:14:00.379
have a chance with.

00:14:01.379 --> 00:14:02.520
And the concert promoters

00:14:03.000 --> 00:14:05.403
saw tickets go through the roof.

00:14:05.883 --> 00:14:07.663
So now the concert promoters went from,

00:14:07.884 --> 00:14:08.684
you can't do this,

00:14:08.725 --> 00:14:10.186
you're stealing the thunder from my show,

00:14:10.265 --> 00:14:12.508
to can you do it with every

00:14:12.587 --> 00:14:13.528
one of my concerts that

00:14:13.567 --> 00:14:14.168
comes through town?

00:14:15.782 --> 00:14:17.302
So there's a bunch of lessons in there.

00:14:18.724 --> 00:14:20.686
One in terms of

00:14:20.725 --> 00:14:22.167
communication is understand

00:14:22.206 --> 00:14:23.347
what value you actually are

00:14:23.388 --> 00:14:24.509
providing or what you have.

00:14:24.750 --> 00:14:28.032
And then how can you communicate immediacy,

00:14:28.673 --> 00:14:29.352
high value,

00:14:30.461 --> 00:14:32.042
How can you repeat a message?

00:14:32.342 --> 00:14:33.143
That's what marketing is,

00:14:33.202 --> 00:14:34.224
saying the same thing a

00:14:34.264 --> 00:14:35.105
thousand different ways.

00:14:35.825 --> 00:14:37.307
And then in terms of building something,

00:14:37.407 --> 00:14:38.366
what do you actually have?

00:14:38.548 --> 00:14:39.268
I understood I had

00:14:39.307 --> 00:14:40.349
relationships with bands,

00:14:40.389 --> 00:14:41.509
what they were willing to do already,

00:14:41.950 --> 00:14:43.792
and I figured out how to bundle them.

00:14:43.991 --> 00:14:45.712
Shout out to Flow and Progressive.

00:14:46.474 --> 00:14:47.835
Because when you bundle things,

00:14:48.054 --> 00:14:50.336
it becomes not the sum of their parts.

00:14:50.537 --> 00:14:51.618
It becomes, in my opinion,

00:14:51.638 --> 00:14:52.698
you're multiplying value,

00:14:52.739 --> 00:14:53.620
or it feels like a

00:14:53.700 --> 00:14:54.980
multiplication of value.

00:14:55.500 --> 00:14:56.682
And I made sure everybody,

00:14:56.721 --> 00:14:58.403
and usually it's scary when you say this,

00:14:58.443 --> 00:15:00.024
when everybody wins, right?

00:15:00.044 --> 00:15:01.725
Hey, I'm here for everybody to win, right?

00:15:01.785 --> 00:15:02.586
It's usually the side that

00:15:02.606 --> 00:15:03.988
somebody's trying to scam you.

00:15:04.248 --> 00:15:04.808
But I really was.

00:15:04.828 --> 00:15:05.729
I was trying to solve other

00:15:05.749 --> 00:15:07.051
people's objections.

00:15:07.932 --> 00:15:09.511
Why would you not want to do this?

00:15:09.932 --> 00:15:11.113
Let me figure out if I can

00:15:11.153 --> 00:15:13.692
not only break even, but give you more,

00:15:13.893 --> 00:15:16.653
which was jab, jab, jab, right hook,

00:15:16.714 --> 00:15:17.974
as Gary Vee would say, which is like,

00:15:18.014 --> 00:15:19.134
how do I give, give, give?

00:15:19.693 --> 00:15:20.934
And then what did the radio

00:15:20.955 --> 00:15:21.534
station get out of it?

00:15:21.595 --> 00:15:22.654
I didn't get any money on tickets.

00:15:23.355 --> 00:15:25.115
I didn't get any money out of this,

00:15:25.576 --> 00:15:26.556
but I built a relationship

00:15:26.576 --> 00:15:27.155
with the Woodlands,

00:15:28.096 --> 00:15:29.096
who was already an advertiser,

00:15:29.115 --> 00:15:30.236
but now they were like, yeah,

00:15:30.576 --> 00:15:31.616
we want this every time.

00:15:31.697 --> 00:15:31.937
Great.

00:15:32.756 --> 00:15:34.298
Record companies and bands loved us,

00:15:34.418 --> 00:15:35.857
like asked for us by name.

00:15:36.871 --> 00:15:38.033
but I understood what my

00:15:38.153 --> 00:15:40.754
ultimate commodity,

00:15:40.793 --> 00:15:43.155
my ultimate currency was attention.

00:15:44.176 --> 00:15:44.876
People were now telling,

00:15:44.917 --> 00:15:45.797
when are you doing the top seat?

00:15:45.836 --> 00:15:46.477
It had a name.

00:15:46.778 --> 00:15:47.958
That's also a valuable thing.

00:15:48.634 --> 00:15:49.534
I gave it a name.

00:15:49.995 --> 00:15:51.495
It was the unfair advantage.

00:15:51.735 --> 00:15:53.616
That was our text club, not a text club,

00:15:53.697 --> 00:15:54.378
not a newsletter.

00:15:54.398 --> 00:15:56.038
It was the unfair advantage

00:15:56.097 --> 00:15:57.219
said what you have is unfair.

00:15:57.239 --> 00:15:57.438
Oh gosh,

00:15:57.458 --> 00:15:58.740
it's like unfair that you have this.

00:15:59.139 --> 00:15:59.700
And I understood that

00:15:59.779 --> 00:16:00.860
attention was my goal.

00:16:01.360 --> 00:16:04.761
Just being that resource to

00:16:04.881 --> 00:16:05.562
get you to those,

00:16:05.702 --> 00:16:06.543
even if you couldn't come

00:16:06.582 --> 00:16:07.403
to the top secret show,

00:16:07.423 --> 00:16:08.344
cause you were working, you're busy,

00:16:08.364 --> 00:16:08.823
you're out of town.

00:16:08.844 --> 00:16:09.163
You were like,

00:16:09.484 --> 00:16:11.024
that's still so cool that they do that.

00:16:11.504 --> 00:16:12.725
That's my radio station.

00:16:13.306 --> 00:16:15.386
So this is how we marketed

00:16:15.886 --> 00:16:17.427
in Wilkes-Barre and what we did.

00:16:18.048 --> 00:16:18.948
And what happened was,

00:16:19.229 --> 00:16:20.609
go back to where this started,

00:16:20.629 --> 00:16:22.870
when Cumulus, the radio station,

00:16:23.291 --> 00:16:24.770
gave us that platform and

00:16:24.811 --> 00:16:25.532
told all the program

00:16:25.552 --> 00:16:26.772
directors in the company to use it,

00:16:27.212 --> 00:16:28.452
they're able to look at the dashboard.

00:16:29.113 --> 00:16:33.456
How the hell is Wilkes-Barre, market 69,

00:16:33.456 --> 00:16:36.476
five times larger, their unfair advantage,

00:16:36.496 --> 00:16:38.518
their tech club audience,

00:16:38.857 --> 00:16:39.717
how are they five times

00:16:39.778 --> 00:16:40.519
larger than New York?

00:16:41.626 --> 00:16:42.006
No offense.

00:16:42.027 --> 00:16:42.727
I don't know who the program

00:16:42.748 --> 00:16:43.489
director was in New York,

00:16:44.789 --> 00:16:45.811
but they went at it like,

00:16:45.951 --> 00:16:47.152
join our text club and get

00:16:47.211 --> 00:16:48.533
exclusive offers.

00:16:48.673 --> 00:16:50.274
Exclusive offers doesn't say anything.

00:16:51.817 --> 00:16:52.517
It doesn't say anything.

00:16:52.596 --> 00:16:53.778
Get the fastest news.

00:16:54.219 --> 00:16:55.299
We'll find out first.

00:16:56.640 --> 00:16:58.562
I see why it's valuable for you.

00:16:58.962 --> 00:17:00.043
You want my damn number.

00:17:00.144 --> 00:17:00.865
I'm not an idiot.

00:17:00.904 --> 00:17:02.086
Your audience is not idiots.

00:17:02.886 --> 00:17:03.648
You want my number.

00:17:05.680 --> 00:17:09.001
I made it 99% about them, 1% about me.

00:17:09.201 --> 00:17:11.143
So now when we did need to monetize that,

00:17:11.663 --> 00:17:13.364
five or six top secret shows later,

00:17:13.844 --> 00:17:14.904
it was the top secret show

00:17:15.005 --> 00:17:15.904
brought to you by Coors Light.

00:17:17.705 --> 00:17:18.686
But I didn't think of it as

00:17:18.707 --> 00:17:20.147
how can I sell someone something?

00:17:20.688 --> 00:17:21.508
I started by saying,

00:17:21.548 --> 00:17:24.490
how do I over deliver to a

00:17:24.549 --> 00:17:26.050
level someone hasn't seen before?

00:17:26.171 --> 00:17:26.550
And again,

00:17:27.111 --> 00:17:29.571
my marketing budget for this was $0.

00:17:29.571 --> 00:17:32.413
I leveraged what I already had.

00:17:33.665 --> 00:17:34.766
So that is how I marketed

00:17:35.366 --> 00:17:36.406
David to be Goliath.

00:17:36.606 --> 00:17:38.067
Cumulus did not believe me.

00:17:38.807 --> 00:17:40.567
So they were like, we don't understand.

00:17:42.028 --> 00:17:43.269
Their original thought was

00:17:43.729 --> 00:17:44.910
you would do like, hey,

00:17:45.089 --> 00:17:46.289
win concert tickets,

00:17:46.710 --> 00:17:49.151
win Metallica tickets, text this to this.

00:17:49.471 --> 00:17:50.171
And then when you're in the

00:17:50.230 --> 00:17:51.912
running to win tickets,

00:17:52.211 --> 00:17:53.332
we'll just automatically

00:17:53.412 --> 00:17:54.232
move you over from the

00:17:54.313 --> 00:17:57.134
contest group to the newsletter group.

00:17:57.554 --> 00:17:57.933
And I'm like,

00:17:57.993 --> 00:17:59.773
that is the quickest way to

00:17:59.834 --> 00:18:00.555
make people feel like

00:18:00.575 --> 00:18:01.275
they've been screwed over.

00:18:02.332 --> 00:18:02.991
And they'll never,

00:18:03.231 --> 00:18:04.373
now they'll figure out how, they'll just,

00:18:04.573 --> 00:18:06.054
how do I fricking opt out of this?

00:18:06.153 --> 00:18:07.954
And once they do, they'll never come back.

00:18:09.135 --> 00:18:10.355
So that is what New York did.

00:18:10.476 --> 00:18:12.696
New York did contest, contest, contest,

00:18:13.337 --> 00:18:15.659
shift them over to a newsletter thing.

00:18:15.778 --> 00:18:16.499
They don't really want that,

00:18:16.538 --> 00:18:17.619
but they didn't read the fine print.

00:18:17.640 --> 00:18:18.460
We're going to opt them in.

00:18:19.141 --> 00:18:21.061
And New York and Chicago and LA,

00:18:21.402 --> 00:18:22.342
the CUNY stations,

00:18:22.603 --> 00:18:25.624
we 5X'd them from little

00:18:25.624 --> 00:18:27.464
570 with a little itty

00:18:27.565 --> 00:18:29.806
David versus Goliath trick.

00:18:30.066 --> 00:18:30.807
So that is what I did.

00:18:32.252 --> 00:18:34.214
So how do we take that and

00:18:34.434 --> 00:18:37.538
apply it to private practice?

00:18:38.798 --> 00:18:43.241
I love all the ideas about look around,

00:18:43.363 --> 00:18:44.624
see what your resources are,

00:18:44.743 --> 00:18:45.984
see what you have available,

00:18:46.105 --> 00:18:47.066
turn it into something

00:18:47.105 --> 00:18:48.207
that's useful for you.

00:18:48.227 --> 00:18:50.208
What are your thoughts on

00:18:50.288 --> 00:18:52.650
the small startup, private practice,

00:18:52.670 --> 00:18:54.011
single owner operator who

00:18:54.031 --> 00:18:55.252
wants to do something like this?

00:18:55.373 --> 00:18:56.133
Well, what would you do?

00:18:56.953 --> 00:18:58.935
Because you're not the average.

00:18:58.955 --> 00:19:01.096
You're a little further

00:19:01.136 --> 00:19:02.999
towards thinking ahead, right?

00:19:03.659 --> 00:19:04.759
So we talked about something

00:19:04.779 --> 00:19:06.481
with APTA the other day, right?

00:19:06.541 --> 00:19:07.602
Somebody called an APTA

00:19:07.622 --> 00:19:08.903
chapter and was looking for

00:19:08.923 --> 00:19:09.824
an answer to a question,

00:19:09.884 --> 00:19:12.625
and then they got paywalled like, hey,

00:19:13.467 --> 00:19:14.028
are you a member?

00:19:14.147 --> 00:19:14.407
No.

00:19:15.208 --> 00:19:15.669
I don't know.

00:19:15.929 --> 00:19:16.950
I'm looking around Tony's

00:19:17.009 --> 00:19:18.270
Clinic in my mind without

00:19:18.330 --> 00:19:19.132
ever having been there,

00:19:19.172 --> 00:19:20.251
but you've talked about it enough,

00:19:20.271 --> 00:19:21.573
which is like, what do you have?

00:19:21.773 --> 00:19:23.494
I had access to bands, right?

00:19:24.263 --> 00:19:26.226
You have access to powerful information.

00:19:26.405 --> 00:19:27.346
It's not powerful.

00:19:27.426 --> 00:19:28.086
I don't care about how to

00:19:28.106 --> 00:19:29.008
get rid of low back pain

00:19:29.328 --> 00:19:31.691
until I have low back pain.

00:19:32.230 --> 00:19:32.692
So to me,

00:19:32.751 --> 00:19:34.393
I look at access to information

00:19:34.452 --> 00:19:35.653
is probably one of the most

00:19:35.733 --> 00:19:38.797
valuable things a PT can do, right?

00:19:38.856 --> 00:19:40.578
Like, is there a way to say,

00:19:40.979 --> 00:19:44.221
if you have this, you get first access?

00:19:44.301 --> 00:19:44.602
I don't know.

00:19:44.622 --> 00:19:45.423
Like, what do you think about that?

00:19:45.682 --> 00:19:46.304
Made a funny face.

00:19:47.034 --> 00:19:47.473
Yeah,

00:19:47.753 --> 00:19:49.714
access to information is tough in a

00:19:49.795 --> 00:19:51.055
Google world, right?

00:19:51.234 --> 00:19:52.555
In an open AI world,

00:19:52.634 --> 00:19:54.454
like everybody has access to information.

00:19:54.715 --> 00:19:57.715
And so I feel like I think

00:19:57.776 --> 00:19:59.977
about this a lot in my patient care.

00:20:00.017 --> 00:20:01.277
And I think about this a lot

00:20:01.557 --> 00:20:03.136
in our communication with

00:20:03.217 --> 00:20:04.217
other practice owners.

00:20:04.257 --> 00:20:07.397
So patient care, I look at that and I say,

00:20:07.478 --> 00:20:09.577
OK, I can answer a lot of questions.

00:20:09.858 --> 00:20:11.219
Got a lot of history as a PT.

00:20:13.059 --> 00:20:15.102
Probably an aspect that I

00:20:15.142 --> 00:20:17.243
could deliver is knowing

00:20:17.324 --> 00:20:20.126
the questions before the consumer,

00:20:20.186 --> 00:20:21.728
the patient wants to ask

00:20:21.768 --> 00:20:24.010
them or even knows what questions to ask.

00:20:24.711 --> 00:20:25.932
That's something of value.

00:20:26.252 --> 00:20:26.333
Oh,

00:20:26.353 --> 00:20:28.335
I didn't think about it that way or I

00:20:28.355 --> 00:20:29.395
didn't think of that question.

00:20:30.720 --> 00:20:31.980
and then providing different

00:20:32.020 --> 00:20:34.323
perspectives and resonating

00:20:34.363 --> 00:20:35.083
with an audience.

00:20:35.103 --> 00:20:37.585
So one of the first videos

00:20:37.625 --> 00:20:38.726
that really took off for me

00:20:38.806 --> 00:20:40.707
on YouTube was a video

00:20:40.727 --> 00:20:42.008
where I basically said, look,

00:20:42.208 --> 00:20:43.388
if you had a knee replacement,

00:20:43.449 --> 00:20:44.750
you don't have to sleep

00:20:44.890 --> 00:20:46.050
flat on your back with your

00:20:46.090 --> 00:20:47.632
leg elevated and your knee straight.

00:20:48.313 --> 00:20:50.374
It's okay to sleep on your side.

00:20:50.433 --> 00:20:52.355
It's okay to sleep in different positions,

00:20:52.435 --> 00:20:53.155
especially if you're

00:20:53.175 --> 00:20:54.297
working on range of motion

00:20:54.497 --> 00:20:56.659
or you have full knee extension.

00:20:57.239 --> 00:20:58.519
Like everybody's getting the

00:20:58.559 --> 00:20:59.902
message you have to sleep

00:20:59.981 --> 00:21:02.263
flat on your back with the knee straight.

00:21:02.845 --> 00:21:04.006
But that's talking to people

00:21:04.046 --> 00:21:05.467
who might have full knee extension.

00:21:05.487 --> 00:21:06.847
They don't need to do that anymore.

00:21:06.907 --> 00:21:09.730
You know, so I was able to put a video on.

00:21:09.911 --> 00:21:10.991
And to my knowledge,

00:21:11.073 --> 00:21:13.114
I was the only video that

00:21:13.174 --> 00:21:14.655
specifically said you don't

00:21:14.816 --> 00:21:15.737
have to do that.

00:21:15.777 --> 00:21:16.557
And this is why.

00:21:17.218 --> 00:21:18.299
And so that was a unique

00:21:18.359 --> 00:21:19.520
perspective that other

00:21:19.560 --> 00:21:20.541
people weren't sharing.

00:21:21.609 --> 00:21:23.730
In business, kind of the same thing.

00:21:23.810 --> 00:21:24.531
Like, I don't know,

00:21:24.592 --> 00:21:26.393
we haven't announced this to the audience,

00:21:26.472 --> 00:21:27.373
but, you know,

00:21:27.413 --> 00:21:28.433
we're talking and playing

00:21:28.493 --> 00:21:29.994
with a newsletter idea and

00:21:30.015 --> 00:21:30.755
a couple other things.

00:21:30.795 --> 00:21:32.655
I'm like, what do therapists really want?

00:21:32.675 --> 00:21:33.757
Therapists don't need to

00:21:33.817 --> 00:21:35.018
hear all the same information.

00:21:35.458 --> 00:21:36.679
Consumers don't need to hear

00:21:36.739 --> 00:21:37.818
five tips for drinking

00:21:37.878 --> 00:21:39.500
enough water on the beach, right?

00:21:39.579 --> 00:21:40.201
They know that.

00:21:41.461 --> 00:21:42.741
But in therapy, it's like,

00:21:42.981 --> 00:21:43.863
what are things that I

00:21:43.903 --> 00:21:44.843
could deliver that other

00:21:44.884 --> 00:21:46.744
therapists genuinely value

00:21:46.785 --> 00:21:47.924
that maybe they're not even

00:21:48.005 --> 00:21:48.746
thinking about?

00:21:49.619 --> 00:21:50.760
That's where I think we have

00:21:50.800 --> 00:21:51.381
the advantage.

00:21:53.021 --> 00:21:55.522
I think the outline that I

00:21:55.563 --> 00:21:56.624
gave or the thing that I did,

00:21:56.683 --> 00:21:58.084
you might not see it's applicable.

00:21:59.484 --> 00:22:00.545
But as soon as you can tease

00:22:00.585 --> 00:22:01.746
the elements out of it,

00:22:01.766 --> 00:22:03.007
because I think the

00:22:03.027 --> 00:22:04.047
closed-minded person was like,

00:22:04.267 --> 00:22:05.847
I don't have access to big, gigantic,

00:22:05.907 --> 00:22:07.249
nationally touring bands, Jimmy.

00:22:07.749 --> 00:22:09.289
I don't have a giant, massive audience.

00:22:10.222 --> 00:22:12.224
And I would say, yeah, you don't.

00:22:12.266 --> 00:22:13.807
But that's where I just kept

00:22:13.826 --> 00:22:14.367
looking around.

00:22:15.368 --> 00:22:16.529
Radio is not as glamorous.

00:22:16.549 --> 00:22:17.632
I know it's gonna shock some people.

00:22:17.652 --> 00:22:18.092
It's not as glamorous.

00:22:18.352 --> 00:22:21.496
My marketing budget for a 50,000 watt,

00:22:21.496 --> 00:22:26.894
$5 million a year radio property was $0.

00:22:26.894 --> 00:22:27.815
And a lot of people scoff at

00:22:27.835 --> 00:22:28.215
that and be like,

00:22:28.256 --> 00:22:29.396
what are you talking about?

00:22:29.436 --> 00:22:31.439
I'm like, if I wanted to do t-shirts,

00:22:31.640 --> 00:22:32.921
and I can tell a t-shirt story,

00:22:33.020 --> 00:22:33.721
but if I wanted to buy a

00:22:33.761 --> 00:22:34.643
bunch of t-shirts to give

00:22:34.682 --> 00:22:35.763
away as part of a promotion,

00:22:36.204 --> 00:22:37.807
I had to go to my general manager and say,

00:22:38.207 --> 00:22:38.768
here's how I'm going to

00:22:38.807 --> 00:22:39.288
bring in $100,000 and I

00:22:39.308 --> 00:22:40.130
need to spend $18,000.

00:22:40.130 --> 00:22:40.931
And he would go, great.

00:22:45.131 --> 00:22:46.271
but you can't,

00:22:47.152 --> 00:22:48.133
I can't say I'm gonna bring

00:22:48.232 --> 00:22:49.554
in 18 and spend 18.

00:22:49.554 --> 00:22:49.854
He's like,

00:22:50.233 --> 00:22:52.415
we got lights and we got 401ks

00:22:52.435 --> 00:22:53.276
and we got health insurance.

00:22:53.316 --> 00:22:55.117
Like, otherwise you don't buy corn flakes.

00:22:55.958 --> 00:22:56.778
And part of that,

00:22:56.798 --> 00:22:57.318
like it would have been

00:22:57.338 --> 00:22:58.319
nice to have a little budget,

00:22:59.260 --> 00:23:01.501
But as my predecessor, Chris Lloyd,

00:23:01.521 --> 00:23:04.584
taught me, he's like, it made us really,

00:23:04.844 --> 00:23:06.705
really crafty.

00:23:08.046 --> 00:23:09.586
He handed me a radio station

00:23:10.448 --> 00:23:11.387
after he had sort of built

00:23:11.428 --> 00:23:12.088
it into something.

00:23:12.328 --> 00:23:13.148
And then he moved on to an

00:23:13.189 --> 00:23:14.309
even bigger radio station.

00:23:14.349 --> 00:23:16.451
He's at WBAB in Long Island.

00:23:16.510 --> 00:23:17.551
Dude knows his stuff.

00:23:17.852 --> 00:23:19.012
But he was like, dude, we started here.

00:23:19.053 --> 00:23:20.054
He's like, I had a van.

00:23:21.146 --> 00:23:23.588
And multicolored copier paper.

00:23:23.628 --> 00:23:24.490
And I could make as many

00:23:24.549 --> 00:23:25.431
flyers as I wanted.

00:23:25.871 --> 00:23:27.833
But it made us really crafty.

00:23:27.972 --> 00:23:28.594
Like, again,

00:23:28.634 --> 00:23:29.694
like I can tell the – I'll

00:23:29.714 --> 00:23:31.096
tell the T-shirt story another day.

00:23:31.115 --> 00:23:31.957
It was a pretty good one.

00:23:32.477 --> 00:23:33.657
But I looked around and said,

00:23:33.698 --> 00:23:34.358
what do I have?

00:23:34.419 --> 00:23:35.059
So I don't know.

00:23:35.079 --> 00:23:35.880
I think maybe the lesson is

00:23:35.900 --> 00:23:36.701
like what do you have that

00:23:36.740 --> 00:23:38.871
people would die to –

00:23:38.871 --> 00:23:40.313
When you start talking about it,

00:23:40.873 --> 00:23:42.115
it passes the eyebrow test.

00:23:42.154 --> 00:23:42.634
Like, oh.

00:23:43.115 --> 00:23:43.876
Like when I tell people,

00:23:43.916 --> 00:23:44.778
like I work at a radio station,

00:23:44.798 --> 00:23:45.519
that that was cool.

00:23:46.038 --> 00:23:46.579
And then I'm like, yeah,

00:23:46.599 --> 00:23:48.261
we got this band coming in the studio.

00:23:48.301 --> 00:23:49.844
It's going to be just like me and like 15,

00:23:49.844 --> 00:23:52.207
you know, the band and 10 people.

00:23:52.227 --> 00:23:54.429
I'm like, wow, you can't get that.

00:23:54.528 --> 00:23:55.069
I'm like, that is...

00:23:55.911 --> 00:23:56.471
That is interesting.

00:23:56.491 --> 00:23:57.952
It was my former morning guy,

00:23:57.972 --> 00:23:59.273
this guy by the name of Jim Bone,

00:23:59.294 --> 00:24:00.074
who was like, remember,

00:24:00.114 --> 00:24:02.496
like we hang out with bands all the time.

00:24:03.056 --> 00:24:04.196
So like some band coming in

00:24:04.217 --> 00:24:05.117
that you maybe you're like, yeah,

00:24:05.178 --> 00:24:05.617
they're cool.

00:24:06.159 --> 00:24:07.420
When you bring in a winner,

00:24:07.599 --> 00:24:08.980
like a real fan, he's like,

00:24:09.121 --> 00:24:10.021
understand that that's

00:24:10.082 --> 00:24:10.961
probably one of the coolest

00:24:10.982 --> 00:24:11.643
moments of their year.

00:24:13.044 --> 00:24:14.566
And that changed how I acted

00:24:14.605 --> 00:24:15.547
in those situations.

00:24:15.606 --> 00:24:16.688
Instead of being like, yeah, that's cool.

00:24:16.768 --> 00:24:17.808
I was like, are you,

00:24:17.868 --> 00:24:18.569
I'd like to start pumping.

00:24:18.589 --> 00:24:19.111
Are you ready?

00:24:19.151 --> 00:24:20.873
Like the band is so excited to meet you.

00:24:21.093 --> 00:24:21.773
And I started doing the same

00:24:21.814 --> 00:24:22.534
with the band too.

00:24:22.615 --> 00:24:23.935
Understanding these guys are rock stars.

00:24:24.195 --> 00:24:25.518
They do this all the time, but I'm like,

00:24:26.318 --> 00:24:27.579
these people really like you.

00:24:27.920 --> 00:24:28.580
And a lot of times that's

00:24:28.601 --> 00:24:29.241
why band started.

00:24:29.261 --> 00:24:30.482
So I think what this

00:24:30.563 --> 00:24:31.324
experience did is it

00:24:31.344 --> 00:24:32.705
started making me think about

00:24:34.050 --> 00:24:35.633
everybody else and how

00:24:35.692 --> 00:24:36.874
they're experiencing the

00:24:36.973 --> 00:24:39.016
same exact situation and thing.

00:24:39.497 --> 00:24:40.978
And then how can I one up that?

00:24:41.459 --> 00:24:42.619
How do I yes and that?

00:24:42.680 --> 00:24:46.604
How do I four seasons experience that?

00:24:46.683 --> 00:24:47.765
How do I say like, gosh,

00:24:47.805 --> 00:24:48.885
if I were you and this were

00:24:49.246 --> 00:24:50.106
my favorite band,

00:24:50.968 --> 00:24:51.750
So I would like start to put

00:24:51.789 --> 00:24:53.613
together like packages to the band.

00:24:53.752 --> 00:24:54.775
They'd walk into the radio

00:24:54.795 --> 00:24:56.057
station like they did every

00:24:56.357 --> 00:24:57.420
three days on tour.

00:24:57.901 --> 00:24:58.442
And I'd have like a,

00:24:58.561 --> 00:24:59.343
I would like find out from

00:24:59.363 --> 00:25:00.065
their manager what their

00:25:00.085 --> 00:25:00.806
favorite food was.

00:25:00.865 --> 00:25:01.446
And I'd have that.

00:25:01.507 --> 00:25:02.709
And that cost me a hundred bucks,

00:25:02.769 --> 00:25:03.912
but I traded it out anyway.

00:25:04.977 --> 00:25:05.737
And then I made sure that

00:25:06.097 --> 00:25:07.018
the deli that got me to

00:25:07.097 --> 00:25:08.618
whatever got signed stuff

00:25:08.778 --> 00:25:09.599
and they could put it on the wall.

00:25:09.619 --> 00:25:10.720
Like I literally was like

00:25:10.760 --> 00:25:12.501
going through the experience and going,

00:25:13.041 --> 00:25:13.142
oh,

00:25:13.162 --> 00:25:14.563
so now the band walks in and they have

00:25:14.583 --> 00:25:15.163
their favorite food.

00:25:15.182 --> 00:25:16.723
And they're like, oh, this is like you.

00:25:17.384 --> 00:25:18.545
You dig the fact that we're here.

00:25:18.704 --> 00:25:19.185
Absolutely.

00:25:19.486 --> 00:25:20.405
And then there's a spread of

00:25:20.445 --> 00:25:21.987
like glossy eight,

00:25:22.267 --> 00:25:23.167
eight and a half by 11

00:25:23.167 --> 00:25:24.788
photos that I got from the record reps.

00:25:24.888 --> 00:25:25.710
And I was like, hey,

00:25:25.869 --> 00:25:26.509
we're going to give these

00:25:26.549 --> 00:25:27.309
away over the next couple

00:25:27.330 --> 00:25:28.471
of weeks to promote your show.

00:25:28.490 --> 00:25:30.511
And they're like, OK, OK.

00:25:30.732 --> 00:25:31.452
After we're gone,

00:25:31.512 --> 00:25:32.614
like you really care about us.

00:25:33.173 --> 00:25:34.056
So I thought about it from a

00:25:34.096 --> 00:25:34.998
lot of different perspectives.

00:25:35.298 --> 00:25:36.381
So I think if I didn't give

00:25:36.401 --> 00:25:37.403
any way of tactical advice

00:25:37.423 --> 00:25:39.267
to health care providers on this,

00:25:39.988 --> 00:25:41.711
if I gave one, it would just be this.

00:25:42.232 --> 00:25:43.836
Think about it from every perspective.

00:25:44.723 --> 00:25:45.444
Like one of the coolest

00:25:45.464 --> 00:25:46.266
things I think I heard was

00:25:46.306 --> 00:25:47.366
when Jerry Durham told me

00:25:47.446 --> 00:25:48.587
that in one of his clinics,

00:25:49.048 --> 00:25:51.871
he would spend a day, not an hour,

00:25:52.412 --> 00:25:54.894
but a day sitting in his lobby,

00:25:55.474 --> 00:25:56.977
sitting there and just

00:25:57.116 --> 00:25:58.157
watching the interaction

00:25:58.238 --> 00:25:59.278
and listening and writing

00:25:59.318 --> 00:26:01.320
down what the first question was,

00:26:01.621 --> 00:26:03.542
how his person answered it.

00:26:04.203 --> 00:26:05.464
what that person looked like

00:26:06.125 --> 00:26:08.047
after they just looked at

00:26:08.106 --> 00:26:10.288
the experience because he realizes like,

00:26:10.689 --> 00:26:10.769
oh,

00:26:10.808 --> 00:26:12.569
I'm not in the delivery of healthcare

00:26:12.589 --> 00:26:12.871
business.

00:26:12.911 --> 00:26:14.291
I'm in the experience business.

00:26:14.731 --> 00:26:15.673
And that goes further.

00:26:15.792 --> 00:26:16.633
One is a commodity.

00:26:16.692 --> 00:26:17.634
One's a transaction.

00:26:18.013 --> 00:26:20.415
And one is a potential relationship.

00:26:21.257 --> 00:26:23.218
So I don't know the answer.

00:26:23.417 --> 00:26:24.278
I came with a story.

00:26:24.398 --> 00:26:25.200
I'm not bringing answers.

00:26:25.240 --> 00:26:25.940
I bring stories.

00:26:25.980 --> 00:26:26.861
Tony, you know that about me.

00:26:26.980 --> 00:26:28.001
But I look around at what

00:26:28.041 --> 00:26:28.922
you have that people would

00:26:28.981 --> 00:26:30.423
die to have or know and

00:26:30.544 --> 00:26:32.444
figure out a way to not put

00:26:32.505 --> 00:26:33.506
a paywall behind it.

00:26:34.246 --> 00:26:36.627
but give it away in different ways,

00:26:36.688 --> 00:26:37.009
I don't know.

00:26:37.888 --> 00:26:38.309
Yeah,

00:26:38.329 --> 00:26:40.071
I'm trying to think back to like when

00:26:40.112 --> 00:26:42.894
we were just starting, small communities,

00:26:42.933 --> 00:26:44.935
Siesta Key, Sarasota, Florida,

00:26:46.798 --> 00:26:48.459
obviously things that we

00:26:48.499 --> 00:26:49.961
had that other private

00:26:50.000 --> 00:26:51.082
practices didn't have.

00:26:51.461 --> 00:26:52.884
We had availability, right?

00:26:52.923 --> 00:26:54.305
So we could bring people in

00:26:54.644 --> 00:26:56.027
within an hour's notice.

00:26:56.686 --> 00:26:57.948
I can remember taking phone

00:26:57.968 --> 00:27:00.167
calls from primary care docs who said,

00:27:00.327 --> 00:27:01.469
I've got Mrs. Jones.

00:27:01.509 --> 00:27:02.509
She's in my office.

00:27:02.568 --> 00:27:03.869
She's in miserable pain.

00:27:04.470 --> 00:27:05.830
Can you guys see her right now?

00:27:06.090 --> 00:27:07.211
Can I put her in a car and

00:27:07.230 --> 00:27:07.770
send her to you?

00:27:08.071 --> 00:27:08.451
We did.

00:27:08.531 --> 00:27:09.051
We could do that.

00:27:10.332 --> 00:27:12.452
I remember no other place

00:27:12.573 --> 00:27:14.394
was going to come in for a 5 a.m.

00:27:14.453 --> 00:27:16.355
appointment because it was a

00:27:16.434 --> 00:27:18.635
realtor who had some

00:27:18.776 --> 00:27:20.175
nuisance pain condition,

00:27:20.296 --> 00:27:21.636
but she was still working

00:27:21.836 --> 00:27:22.896
and needed to be seen

00:27:22.977 --> 00:27:24.417
before she starts showing houses.

00:27:25.160 --> 00:27:26.320
or we would stay late,

00:27:26.621 --> 00:27:27.862
we would come in on Saturdays.

00:27:28.001 --> 00:27:29.702
Even today, like right now,

00:27:30.763 --> 00:27:32.285
I have a couple orthopedics

00:27:32.325 --> 00:27:34.626
in my town that for some

00:27:34.946 --> 00:27:36.268
reason wanna do

00:27:36.327 --> 00:27:38.609
manipulations under anesthesia on Friday,

00:27:39.269 --> 00:27:40.631
even though they know no

00:27:40.770 --> 00:27:42.132
other clinic will see a

00:27:42.172 --> 00:27:43.972
patient for Saturday,

00:27:44.032 --> 00:27:46.414
Sunday mobilization except us.

00:27:47.336 --> 00:27:48.517
So I'll go in,

00:27:48.636 --> 00:27:50.077
like I'll still do that to

00:27:50.117 --> 00:27:51.057
this day because I know

00:27:51.137 --> 00:27:52.479
nobody else will do it and

00:27:52.920 --> 00:27:54.201
secures our relationship.

00:27:55.682 --> 00:27:57.502
So everybody at every level,

00:27:57.583 --> 00:27:59.125
even the person who's just starting,

00:27:59.365 --> 00:28:01.987
has something of value that

00:28:02.087 --> 00:28:03.189
the consumer wants,

00:28:03.669 --> 00:28:05.009
but the consumer doesn't know.

00:28:05.371 --> 00:28:06.832
The consumer has no idea

00:28:06.892 --> 00:28:08.292
that somebody is willing to do it.

00:28:08.834 --> 00:28:10.194
So then the challenge is,

00:28:10.295 --> 00:28:12.237
how do I let that consumer know?

00:28:13.547 --> 00:28:15.166
yeah it's in you have to

00:28:15.247 --> 00:28:16.208
lead from value and I

00:28:16.248 --> 00:28:17.788
always this is the setup I

00:28:17.827 --> 00:28:18.488
have it always gets a

00:28:18.528 --> 00:28:19.448
giggle which is like don't

00:28:19.488 --> 00:28:20.548
talk about nobody in

00:28:20.587 --> 00:28:21.709
college was bragging about

00:28:21.769 --> 00:28:22.528
friends with features

00:28:22.769 --> 00:28:23.449
everybody talked about

00:28:23.489 --> 00:28:25.689
friends with benefits so of

00:28:25.749 --> 00:28:26.569
course you guys can make

00:28:26.609 --> 00:28:27.529
fun of my pyramids I do

00:28:27.549 --> 00:28:28.789
love me a good pyramid but

00:28:28.829 --> 00:28:30.369
you're talking about um

00:28:31.691 --> 00:28:34.010
access right you're saying

00:28:34.030 --> 00:28:35.151
the physician who's going

00:28:35.171 --> 00:28:36.111
to do the manipulation

00:28:36.230 --> 00:28:38.592
under anesthesia on a friday

00:28:39.682 --> 00:28:41.623
then looks around and agrees that like,

00:28:41.643 --> 00:28:43.262
well, this person needs mobilization.

00:28:43.482 --> 00:28:45.124
I need someone who's going to be there.

00:28:45.663 --> 00:28:48.285
So I need access to that person.

00:28:48.384 --> 00:28:50.625
So you can figure out if

00:28:50.644 --> 00:28:51.665
you're watching a live stream,

00:28:51.786 --> 00:28:53.105
which one of the values

00:28:53.145 --> 00:28:53.746
that you're actually

00:28:53.766 --> 00:28:55.426
providing by being the only

00:28:55.527 --> 00:28:56.747
one who's there on Saturday

00:28:57.048 --> 00:28:57.667
when people aren't.

00:28:58.587 --> 00:28:59.667
You are not one of one.

00:29:00.209 --> 00:29:01.088
You are not one of many.

00:29:01.469 --> 00:29:02.909
So yeah, I think paying attention to what,

00:29:03.269 --> 00:29:04.490
just because you're a PT,

00:29:04.769 --> 00:29:05.529
everybody keeps telling me

00:29:05.569 --> 00:29:06.390
how different they are.

00:29:06.711 --> 00:29:07.490
But I'm different.

00:29:08.307 --> 00:29:09.087
Tell me how you're different.

00:29:09.688 --> 00:29:10.627
And then they start the next

00:29:10.667 --> 00:29:13.669
sentence with I. And I'm like, nope.

00:29:14.548 --> 00:29:14.709
No.

00:29:15.509 --> 00:29:17.450
You can see me on Saturday.

00:29:18.490 --> 00:29:19.369
And you can't see anybody

00:29:19.390 --> 00:29:20.130
else on Saturday.

00:29:20.470 --> 00:29:21.411
Christine brings this up.

00:29:21.490 --> 00:29:22.330
Christine on LinkedIn.

00:29:22.411 --> 00:29:25.730
Christine Gornigay.

00:29:26.090 --> 00:29:26.692
I was just thinking about

00:29:26.731 --> 00:29:27.571
how to apply this problem

00:29:27.592 --> 00:29:28.491
of disseminating evidence

00:29:28.551 --> 00:29:29.751
directly to physical therapists.

00:29:29.771 --> 00:29:30.551
We don't have to wait years

00:29:30.592 --> 00:29:32.133
and years to apply research to practice.

00:29:32.573 --> 00:29:33.252
Has anyone thought...

00:29:34.073 --> 00:29:35.074
I heard of a virtual journal

00:29:35.114 --> 00:29:35.653
club potentially.

00:29:35.855 --> 00:29:36.095
Yes.

00:29:36.454 --> 00:29:37.476
I mean, I'm not knocking Christine,

00:29:37.516 --> 00:29:39.057
but yes, this idea has happened.

00:29:39.277 --> 00:29:40.198
This idea does happen.

00:29:40.597 --> 00:29:42.539
I pitched this idea because

00:29:42.559 --> 00:29:43.101
I'm on the board of

00:29:43.121 --> 00:29:44.622
trustees of the Foundation

00:29:44.662 --> 00:29:45.762
for Physical Therapy Research.

00:29:45.843 --> 00:29:46.563
So let's go through this.

00:29:46.683 --> 00:29:48.065
I think this is a good one, Christine.

00:29:48.164 --> 00:29:49.066
You bring up good questions

00:29:49.105 --> 00:29:50.246
to give us good responses.

00:29:51.607 --> 00:29:52.347
I was thinking about the

00:29:52.407 --> 00:29:53.669
problem of disseminating

00:29:53.749 --> 00:29:55.351
evidence directly to physical therapists.

00:29:55.911 --> 00:29:56.672
Is that a problem?

00:29:59.295 --> 00:30:02.175
I have access to the most

00:30:02.236 --> 00:30:03.777
information in the history of the world.

00:30:04.277 --> 00:30:05.557
I don't think access to

00:30:06.698 --> 00:30:08.778
research is a problem, Tony, right?

00:30:09.140 --> 00:30:09.920
Because even if I don't have

00:30:09.980 --> 00:30:10.759
access to a journal,

00:30:11.140 --> 00:30:12.601
I go on Twitter and I go, hey,

00:30:12.641 --> 00:30:13.280
who's got this?

00:30:13.340 --> 00:30:14.842
And then five minutes later, it shows up.

00:30:15.382 --> 00:30:16.962
I do not think access to

00:30:17.123 --> 00:30:18.544
even behind the ridiculous

00:30:18.584 --> 00:30:20.664
paywalls is the actual problem.

00:30:22.045 --> 00:30:22.586
I don't think...

00:30:23.819 --> 00:30:24.560
I like where you're going

00:30:24.580 --> 00:30:25.520
and I had the same thought.

00:30:25.800 --> 00:30:27.221
Let's do a virtual journal club.

00:30:27.383 --> 00:30:28.482
And I think that is good.

00:30:29.344 --> 00:30:29.604
Actually,

00:30:29.644 --> 00:30:30.525
I just started working for an

00:30:30.565 --> 00:30:31.905
organization, Vestibular First,

00:30:32.086 --> 00:30:33.047
and they do a monthly

00:30:33.067 --> 00:30:34.166
journal club and it's

00:30:34.207 --> 00:30:36.009
actually pretty big because they're super,

00:30:36.048 --> 00:30:37.829
super, super nice vestibular care.

00:30:38.410 --> 00:30:38.651
Yes.

00:30:39.090 --> 00:30:39.211
See,

00:30:39.230 --> 00:30:40.511
now this is where I was going and this

00:30:40.551 --> 00:30:41.573
is why I like live streams.

00:30:41.772 --> 00:30:42.773
Christine comes back in.

00:30:42.993 --> 00:30:44.214
The problem is time.

00:30:44.954 --> 00:30:46.276
I don't have time to read

00:30:46.336 --> 00:30:47.596
research and make sure it's

00:30:47.636 --> 00:30:48.538
good research and figure

00:30:48.557 --> 00:30:49.018
out the best way.

00:30:49.198 --> 00:30:50.519
Yes, double down.

00:30:50.638 --> 00:30:52.421
Christine went from, in my opinion,

00:30:53.101 --> 00:30:54.182
not understanding the problem,

00:30:54.261 --> 00:30:55.083
although I think she did.

00:30:55.103 --> 00:30:55.803
But when I pressed,

00:30:55.942 --> 00:30:56.943
it showed that she really

00:30:56.983 --> 00:30:57.865
did understand the problem.

00:30:58.565 --> 00:30:59.586
Time and quality,

00:30:59.986 --> 00:31:02.048
which Tony knows what I'm about to do.

00:31:02.808 --> 00:31:03.828
Bring up my pyramid.

00:31:04.190 --> 00:31:05.130
Time and quality.

00:31:05.230 --> 00:31:06.611
Can you save time?

00:31:07.412 --> 00:31:08.873
and make sure that this is

00:31:08.952 --> 00:31:10.394
quality so here was my idea

00:31:10.433 --> 00:31:11.154
and I'll give it away for

00:31:11.194 --> 00:31:12.036
free because this isn't my

00:31:12.076 --> 00:31:13.336
idea to solve I don't think

00:31:13.856 --> 00:31:14.678
and I think I pitched this

00:31:14.718 --> 00:31:16.159
to you and I don't think

00:31:16.179 --> 00:31:17.079
you got excited about it

00:31:17.140 --> 00:31:18.099
that's why I didn't I mean

00:31:18.441 --> 00:31:20.442
but also it's not my jam I

00:31:20.561 --> 00:31:21.623
said christine and

00:31:21.663 --> 00:31:22.544
everybody else listening

00:31:24.278 --> 00:31:25.738
Who is the, what was the best?

00:31:25.758 --> 00:31:26.818
And I'm 44 years old.

00:31:27.138 --> 00:31:28.719
Who is the best person at

00:31:28.778 --> 00:31:30.818
making sure the two things

00:31:30.878 --> 00:31:32.059
Christine was talking about,

00:31:32.619 --> 00:31:34.240
quality and time,

00:31:34.740 --> 00:31:36.020
were not an issue when I

00:31:36.060 --> 00:31:37.500
was a kid to get me to read?

00:31:37.941 --> 00:31:39.520
Think about PBS.

00:31:40.521 --> 00:31:42.721
Who was the guy who got people to read?

00:31:43.301 --> 00:31:44.623
It was Geordie LaForge.

00:31:45.282 --> 00:31:47.542
It was Reading Rainbow, right?

00:31:48.643 --> 00:31:50.604
So Reading Rainbow is,

00:31:51.795 --> 00:31:53.557
It was an entire TV show

00:31:53.737 --> 00:31:55.999
about vignettes pitching books.

00:31:56.619 --> 00:31:57.961
It was a whole show that was

00:31:58.060 --> 00:31:59.923
promo after promo after promo.

00:32:00.844 --> 00:32:02.246
So if the problem is time,

00:32:02.346 --> 00:32:03.586
can you sum up the research

00:32:03.787 --> 00:32:05.189
in not a virtual journal

00:32:05.209 --> 00:32:06.089
club that takes 45 minutes?

00:32:06.210 --> 00:32:07.912
I mean, you can go deep sometimes,

00:32:08.172 --> 00:32:09.232
but I think instead of just

00:32:09.252 --> 00:32:09.973
selling the steak,

00:32:10.233 --> 00:32:11.595
you got to sell the appetizer too.

00:32:11.714 --> 00:32:12.957
And that's all Reading Rainbow was.

00:32:14.346 --> 00:32:16.027
So I think if Christine and I agree,

00:32:16.067 --> 00:32:17.067
the problem is time.

00:32:17.708 --> 00:32:18.949
Can you do it in 60 seconds?

00:32:18.989 --> 00:32:19.690
And gosh, Tony,

00:32:20.109 --> 00:32:22.111
is there a format in social

00:32:22.151 --> 00:32:23.833
media right now that limits

00:32:23.853 --> 00:32:25.074
you to 60 seconds?

00:32:25.513 --> 00:32:26.094
Yes, there is.

00:32:26.894 --> 00:32:27.515
And you're telling me,

00:32:27.555 --> 00:32:28.736
but people will push back.

00:32:28.796 --> 00:32:29.497
Jimmy, you don't understand.

00:32:29.537 --> 00:32:30.156
Research is deep.

00:32:30.196 --> 00:32:30.978
It's very nuanced.

00:32:31.538 --> 00:32:31.778
Great.

00:32:32.999 --> 00:32:34.259
Just give me the hits, baby.

00:32:35.080 --> 00:32:35.701
Be the top.

00:32:35.800 --> 00:32:38.663
What if your Instagram account, Christine,

00:32:39.042 --> 00:32:41.586
was the top 40%

00:32:41.586 --> 00:32:42.968
just the hits of the latest

00:32:43.008 --> 00:32:43.949
research and you could

00:32:43.969 --> 00:32:45.390
break it down for me in 60 seconds.

00:32:45.950 --> 00:32:47.731
Um, here's the workflow I would do.

00:32:48.031 --> 00:32:49.873
Take the research, train an AI,

00:32:50.473 --> 00:32:51.594
have the AI understand the

00:32:51.634 --> 00:32:53.236
research and then break you down,

00:32:53.256 --> 00:32:55.076
break it down to a 60 second real script,

00:32:55.317 --> 00:32:57.778
make it fun, quick cuts, B roll pictures,

00:32:57.818 --> 00:32:58.380
dah, dah, dah, dah, dah.

00:32:58.740 --> 00:33:01.061
And then lead to a vest and then lead to,

00:33:01.082 --> 00:33:01.842
I almost said a vestibular

00:33:01.882 --> 00:33:03.442
then lead to a monthly journal club.

00:33:04.624 --> 00:33:05.505
The quality thing,

00:33:06.892 --> 00:33:07.892
I don't know, peer to peer,

00:33:08.252 --> 00:33:09.012
look at the ones that are

00:33:09.032 --> 00:33:10.413
coming up in attention,

00:33:10.453 --> 00:33:10.933
although that doesn't

00:33:11.034 --> 00:33:13.375
always equal quality.

00:33:13.494 --> 00:33:14.494
But I think Christine

00:33:14.555 --> 00:33:15.955
highlights the time and quality.

00:33:16.036 --> 00:33:17.537
Those are the two big problems, I think.

00:33:18.217 --> 00:33:19.176
Yeah, no, I agree.

00:33:19.416 --> 00:33:21.357
I go back to college.

00:33:21.397 --> 00:33:22.538
I remember cliff notes.

00:33:22.778 --> 00:33:25.380
I wasn't going to read the whole book.

00:33:25.940 --> 00:33:27.500
The cliff notes gave me the summary,

00:33:27.560 --> 00:33:28.820
gave me the understanding.

00:33:29.602 --> 00:33:31.962
If I'm paying for an experience,

00:33:32.222 --> 00:33:34.564
I want the full two-hour experience done.

00:33:34.864 --> 00:33:37.326
But if I just need the information,

00:33:37.665 --> 00:33:38.707
give me the cliff notes.

00:33:38.747 --> 00:33:39.807
Now we have the abstracts,

00:33:39.847 --> 00:33:41.189
which are openly available

00:33:41.229 --> 00:33:42.230
to pretty much everyone.

00:33:43.711 --> 00:33:45.211
If you need deeper than that,

00:33:45.332 --> 00:33:46.613
obviously you can go get it.

00:33:46.673 --> 00:33:48.375
Now what Christine is saying is,

00:33:48.394 --> 00:33:50.056
or at least this is what I

00:33:50.096 --> 00:33:50.737
think she's saying,

00:33:51.787 --> 00:33:53.146
I want somebody to curate

00:33:53.426 --> 00:33:55.087
the best of the best information,

00:33:55.127 --> 00:33:56.448
deliver it to me in a

00:33:56.488 --> 00:34:00.128
consumable format to keep me up to date,

00:34:00.288 --> 00:34:02.009
keep me abreast of the information.

00:34:02.048 --> 00:34:03.509
And there's huge money behind that.

00:34:03.549 --> 00:34:04.950
There's lots of examples of

00:34:05.029 --> 00:34:06.029
how that can work.

00:34:06.950 --> 00:34:08.990
I know my two favorites, Paul,

00:34:09.090 --> 00:34:10.731
I think his name's Ingram,

00:34:11.190 --> 00:34:13.911
from Pain Science, and Lars.

00:34:14.092 --> 00:34:16.891
Those guys, they are right up my alley.

00:34:17.132 --> 00:34:18.313
They bust all the myths.

00:34:18.373 --> 00:34:18.932
They miss...

00:34:19.893 --> 00:34:21.275
Fix all the misconceptions.

00:34:21.755 --> 00:34:22.476
But they give me these

00:34:22.536 --> 00:34:24.117
little snippets that I can just share.

00:34:24.619 --> 00:34:26.061
They are the only two guys

00:34:26.121 --> 00:34:27.481
that have content that I

00:34:27.561 --> 00:34:29.445
share on my Facebook feed.

00:34:30.987 --> 00:34:31.586
And it's great.

00:34:31.646 --> 00:34:32.088
I love it.

00:34:32.407 --> 00:34:34.731
You know, so I do think it's out there.

00:34:34.771 --> 00:34:35.612
If it's not out there,

00:34:35.731 --> 00:34:37.134
there is the opportunity to

00:34:37.514 --> 00:34:39.257
be the person who puts it out there.

00:34:39.918 --> 00:34:41.460
But yeah, I was thinking the other day,

00:34:41.500 --> 00:34:42.260
I was like, gosh,

00:34:42.320 --> 00:34:44.925
I wish everything could be

00:34:44.985 --> 00:34:48.369
turned into a short snippet.

00:34:48.469 --> 00:34:50.072
Just give us a little taste.

00:34:50.552 --> 00:34:51.454
And if we want more,

00:34:51.514 --> 00:34:52.536
we'll come back for seconds.

00:34:53.378 --> 00:34:54.599
and I'm not saying don't do

00:34:54.639 --> 00:34:55.860
the hour long journal club.

00:34:55.960 --> 00:34:57.101
Cause Helena and Patrick,

00:34:57.302 --> 00:34:58.101
who I get to work with now

00:34:58.121 --> 00:34:59.043
at vestibular first, like,

00:34:59.103 --> 00:34:59.623
what do you mean?

00:35:00.264 --> 00:35:00.844
I'm saying,

00:35:01.244 --> 00:35:03.206
how do we cut that up or how do

00:35:03.226 --> 00:35:04.746
we synthesize that?

00:35:05.166 --> 00:35:06.807
So now it's aunt Annie's pretzels.

00:35:07.409 --> 00:35:08.228
It's, I want the little,

00:35:08.309 --> 00:35:09.090
I didn't want a pretzel

00:35:09.130 --> 00:35:10.471
while I'm walking down the, the,

00:35:10.530 --> 00:35:11.492
the hallway at the mall.

00:35:11.871 --> 00:35:12.851
And then I smell it.

00:35:13.293 --> 00:35:13.393
Yeah.

00:35:13.432 --> 00:35:14.954
I'm like, well, maybe I'll have one.

00:35:14.994 --> 00:35:16.295
And then I take the free one.

00:35:16.335 --> 00:35:17.335
Cause who wouldn't take free one?

00:35:17.356 --> 00:35:18.396
Then I'm like, give me the damn pretzel.

00:35:18.836 --> 00:35:19.237
So it's,

00:35:20.347 --> 00:35:21.588
Interesting question I want you to answer.

00:35:21.748 --> 00:35:22.528
Christine highlights the

00:35:22.548 --> 00:35:24.130
problem is time and quality.

00:35:24.230 --> 00:35:24.750
And I agree.

00:35:24.789 --> 00:35:26.070
I think this is the actual problem.

00:35:26.471 --> 00:35:27.550
I think both of those things

00:35:27.590 --> 00:35:28.291
are subjective.

00:35:28.952 --> 00:35:29.532
Subjective.

00:35:29.871 --> 00:35:31.472
Well, quality is easily subjective.

00:35:32.152 --> 00:35:33.612
But you're like, dude, time is objective.

00:35:33.652 --> 00:35:34.313
I can measure it.

00:35:34.793 --> 00:35:36.534
But how long I'm willing to

00:35:36.614 --> 00:35:38.474
give 60 seconds might be

00:35:38.514 --> 00:35:39.576
too long for some people.

00:35:40.295 --> 00:35:41.936
An hour might be not enough time.

00:35:42.137 --> 00:35:42.916
So I think both of these

00:35:42.936 --> 00:35:43.697
things are subjective,

00:35:43.757 --> 00:35:45.018
which my response would be,

00:35:45.498 --> 00:35:48.719
then make a small, a medium, and a large.

00:35:48.860 --> 00:35:51.001
Make a real, a chapter,

00:35:51.422 --> 00:35:52.362
two to five minutes,

00:35:52.461 --> 00:35:53.943
and then make an hour-long version.

00:35:54.422 --> 00:35:55.724
And you have now the gamut.

00:35:57.425 --> 00:35:59.146
She said, as a consumer of research,

00:35:59.985 --> 00:36:00.967
this is also subjective.

00:36:01.067 --> 00:36:02.887
As a consumer of research, Christine says,

00:36:02.927 --> 00:36:04.068
my one concern would be how

00:36:04.088 --> 00:36:04.708
do we make sure what I'm

00:36:04.748 --> 00:36:06.068
hearing is valid and trustworthy?

00:36:06.690 --> 00:36:07.750
That would be the next problem to solve.

00:36:07.969 --> 00:36:08.871
This is never going to end.

00:36:10.186 --> 00:36:11.666
always going to depend right

00:36:11.686 --> 00:36:13.248
because if tony and I are

00:36:13.349 --> 00:36:14.409
arguing on twitter about

00:36:14.469 --> 00:36:15.610
something and then he just

00:36:15.650 --> 00:36:16.731
keeps throwing up studies

00:36:16.871 --> 00:36:17.891
and I just keep being like

00:36:18.092 --> 00:36:19.472
well that has seven that

00:36:19.492 --> 00:36:20.534
had seven people in the

00:36:20.574 --> 00:36:22.074
study and the and the power

00:36:22.114 --> 00:36:22.675
I'm talking I'm using

00:36:22.715 --> 00:36:23.476
research terms like I know

00:36:23.496 --> 00:36:24.456
I'm talking about and the

00:36:24.657 --> 00:36:25.777
power of the study and the

00:36:25.818 --> 00:36:26.818
way it was done look at the

00:36:26.898 --> 00:36:29.099
flaw you have to this is

00:36:29.139 --> 00:36:30.440
where christine you have to

00:36:30.601 --> 00:36:31.641
do what tony just did is

00:36:31.681 --> 00:36:33.103
like I like lars and this

00:36:33.204 --> 00:36:34.505
guy because I've

00:36:35.722 --> 00:36:37.204
sniffed around their stuff long enough.

00:36:37.284 --> 00:36:38.126
I now trust them.

00:36:38.266 --> 00:36:39.206
I went from knowing about

00:36:39.226 --> 00:36:40.588
them to liking them to trusting them.

00:36:40.967 --> 00:36:41.889
So this question,

00:36:41.929 --> 00:36:43.931
I think Christine can be solved if by,

00:36:44.112 --> 00:36:45.072
by proving it over and over

00:36:45.092 --> 00:36:46.793
and over again, but it'll never,

00:36:47.054 --> 00:36:47.815
you're never going to get,

00:36:48.356 --> 00:36:49.016
I know there's a gold

00:36:49.056 --> 00:36:49.916
standard in research.

00:36:50.710 --> 00:36:51.931
But this is always going to depend.

00:36:52.331 --> 00:36:53.172
Christine's going to work.

00:36:53.773 --> 00:36:54.693
That's why we do these live

00:36:54.713 --> 00:36:56.335
streams this early, I think.

00:36:56.655 --> 00:36:58.358
Why aren't we the morning

00:36:58.398 --> 00:36:59.378
show of physical therapy?

00:36:59.418 --> 00:37:00.079
How cool would that be?

00:37:00.719 --> 00:37:02.081
Yeah, I think we're getting there.

00:37:02.101 --> 00:37:03.161
We need more sound effects.

00:37:03.702 --> 00:37:04.943
We need more laugh tracks.

00:37:05.222 --> 00:37:05.804
I'll get on it.

00:37:05.844 --> 00:37:06.565
We'll put those things in.

00:37:06.644 --> 00:37:07.846
All right, well,

00:37:07.865 --> 00:37:09.206
Dave's having some internet issues,

00:37:09.547 --> 00:37:11.768
or his baby was giving issues.

00:37:11.809 --> 00:37:14.130
I do see a lot of Dave running.

00:37:14.170 --> 00:37:15.692
He's now the dude with the running...

00:37:16.693 --> 00:37:19.175
uh stroller he's that guy or

00:37:19.195 --> 00:37:19.815
in the city he's thinking

00:37:19.835 --> 00:37:21.076
he's in brooklyn uh he's

00:37:21.115 --> 00:37:22.936
that guy now uh I talked a

00:37:22.996 --> 00:37:23.777
lot you could tell I was

00:37:23.818 --> 00:37:25.177
excited about this I think

00:37:25.217 --> 00:37:26.418
we're getting a flow which

00:37:26.478 --> 00:37:27.539
is like we now in the

00:37:27.559 --> 00:37:29.840
beginning we were like live

00:37:29.860 --> 00:37:30.981
stream what are we talking

00:37:31.021 --> 00:37:32.023
about now we're coming in

00:37:32.143 --> 00:37:33.643
hot we have a running list

00:37:33.664 --> 00:37:34.764
of stuff that we can talk

00:37:34.804 --> 00:37:36.585
about ad nauseum for months

00:37:37.505 --> 00:37:39.146
um I went marketing david

00:37:39.186 --> 00:37:40.007
like goliath what did you

00:37:40.027 --> 00:37:41.068
want to talk about today or

00:37:41.088 --> 00:37:42.148
are you just like I'm in beach mode

00:37:42.681 --> 00:37:43.543
No, no, I do.

00:37:44.182 --> 00:37:46.324
I shared this with you and Dave yesterday,

00:37:46.385 --> 00:37:46.864
last night.

00:37:48.045 --> 00:37:48.865
One of the things,

00:37:48.925 --> 00:37:49.847
and I'm going to pitch this

00:37:49.967 --> 00:37:50.947
actually to anybody who

00:37:50.987 --> 00:37:51.969
watches this episode.

00:37:52.688 --> 00:37:54.130
And this flows right into

00:37:54.190 --> 00:37:55.911
what you were saying, like look around,

00:37:55.951 --> 00:37:56.992
what are your resources?

00:37:57.032 --> 00:37:58.273
How can you take advantage

00:37:58.432 --> 00:37:59.753
of the assets that you already have?

00:38:00.414 --> 00:38:01.675
So I've been talking to a

00:38:01.735 --> 00:38:02.775
lot of product companies.

00:38:03.396 --> 00:38:06.139
And as I'm kind of mulling through this,

00:38:06.259 --> 00:38:08.000
they want to do collaborations.

00:38:08.039 --> 00:38:09.481
They want me to create video

00:38:09.541 --> 00:38:10.422
content for them.

00:38:11.978 --> 00:38:13.219
but ultimately what they

00:38:13.239 --> 00:38:14.460
want is they want to sell products.

00:38:14.820 --> 00:38:15.420
And so I'm like,

00:38:15.601 --> 00:38:16.722
how do they get these

00:38:16.782 --> 00:38:18.704
products in the hand of the consumer?

00:38:18.744 --> 00:38:19.684
Who's the consumer?

00:38:19.724 --> 00:38:20.666
Are these products that go

00:38:20.726 --> 00:38:21.847
to physical therapists?

00:38:21.887 --> 00:38:22.907
Are they products that go to

00:38:22.947 --> 00:38:24.648
the patient directly?

00:38:24.668 --> 00:38:26.150
And these are products at

00:38:26.190 --> 00:38:27.251
different price points.

00:38:27.311 --> 00:38:29.132
Some of them are $3,000 products.

00:38:29.152 --> 00:38:31.114
Some of them are $30,000 products.

00:38:31.835 --> 00:38:32.936
So I got on with you guys

00:38:32.976 --> 00:38:33.856
yesterday just through

00:38:33.896 --> 00:38:34.996
Messenger and I said, hey,

00:38:35.097 --> 00:38:36.297
I want to pitch this idea

00:38:36.539 --> 00:38:38.320
and I figure we'll share it publicly.

00:38:38.960 --> 00:38:40.681
So I keep thinking about

00:38:42.429 --> 00:38:43.871
a $30,000 product, right?

00:38:43.951 --> 00:38:44.871
Capital investment.

00:38:45.351 --> 00:38:47.311
And I've shared posts and people have said,

00:38:47.351 --> 00:38:48.672
well, I bought this for $50,000.

00:38:48.672 --> 00:38:50.773
And I'm like,

00:38:50.913 --> 00:38:52.914
how do we make something like this work?

00:38:52.974 --> 00:38:54.313
How do we reduce the risk?

00:38:54.713 --> 00:38:55.775
I'm a practice owner,

00:38:55.815 --> 00:38:59.096
but I don't want to invest

00:38:59.096 --> 00:38:59.916
$50,000 into an item,

00:39:00.635 --> 00:39:01.936
even if it promises to

00:39:02.016 --> 00:39:04.217
return a positive return on

00:39:04.237 --> 00:39:04.898
that investment.

00:39:05.797 --> 00:39:05.898
Uh,

00:39:06.139 --> 00:39:07.440
because I've done it before and I've

00:39:07.460 --> 00:39:09.001
lost money on every single one.

00:39:09.041 --> 00:39:10.722
I remember buying a $6,000

00:39:10.722 --> 00:39:11.724
force plate that I thought

00:39:11.744 --> 00:39:14.567
I was going to use to improve, you know,

00:39:14.646 --> 00:39:16.168
running analysis and all this stuff.

00:39:16.309 --> 00:39:17.869
I never used it once.

00:39:18.371 --> 00:39:20.893
I bought a $2,500 breathing

00:39:20.932 --> 00:39:22.235
device that measures your

00:39:22.315 --> 00:39:23.695
basal metabolic rate.

00:39:24.297 --> 00:39:25.217
I think I might've sold $500.

00:39:25.257 --> 00:39:25.458
Yeah.

00:39:27.934 --> 00:39:29.376
It was $2,500.

00:39:29.416 --> 00:39:32.639
I think I sold like five $100 evaluations.

00:39:33.340 --> 00:39:34.460
I've purchased so many

00:39:34.521 --> 00:39:35.621
things thinking it's going

00:39:35.641 --> 00:39:36.362
to bring me money.

00:39:36.422 --> 00:39:37.523
It never brings me money.

00:39:37.664 --> 00:39:39.606
That's my fault, not the product's fault.

00:39:41.086 --> 00:39:43.349
So I'm like, how do we reverse this risk,

00:39:43.429 --> 00:39:44.090
spread the risk?

00:39:44.110 --> 00:39:45.652
So I said, maybe instead of,

00:39:45.672 --> 00:39:47.614
and this is an idea for

00:39:47.653 --> 00:39:48.313
anybody who's like,

00:39:48.434 --> 00:39:49.735
I want to do non-clinical,

00:39:49.775 --> 00:39:50.956
but I still want to be

00:39:50.996 --> 00:39:52.097
involved in the profession.

00:39:53.572 --> 00:39:55.193
instead of the therapist or

00:39:55.233 --> 00:39:57.255
the practice owner buying the device,

00:39:58.016 --> 00:39:59.956
I'm like, well, what if I just,

00:40:00.257 --> 00:40:03.239
a third party comes in, buys the device,

00:40:03.318 --> 00:40:04.358
finances it,

00:40:05.119 --> 00:40:07.101
puts it into a clinic location.

00:40:07.541 --> 00:40:09.501
The agreement is clinic

00:40:09.601 --> 00:40:11.802
owner is gonna pay product owner.

00:40:12.364 --> 00:40:14.864
I'm just gonna use raw numbers,

00:40:14.864 --> 00:40:15.965
$500 a month for the device.

00:40:16.666 --> 00:40:18.547
The financing is $500.

00:40:19.547 --> 00:40:21.128
So there's no profit margin yet,

00:40:21.188 --> 00:40:22.369
but the product owner will

00:40:22.389 --> 00:40:23.210
figure that part out.

00:40:23.918 --> 00:40:24.273
on their own.

00:40:25.393 --> 00:40:26.353
Let's say three months in,

00:40:26.793 --> 00:40:28.775
the clinic owner has great aspirations,

00:40:28.815 --> 00:40:29.496
great ideas.

00:40:29.516 --> 00:40:30.717
They're going to use this to

00:40:30.797 --> 00:40:32.838
drive cash pay services through the roof.

00:40:32.858 --> 00:40:33.898
They're going to make all this money.

00:40:34.639 --> 00:40:35.480
It doesn't happen.

00:40:35.820 --> 00:40:36.721
It doesn't happen.

00:40:37.521 --> 00:40:37.860
Now,

00:40:38.101 --> 00:40:40.123
instead of signing a five-year

00:40:40.163 --> 00:40:41.844
agreement to purchase this

00:40:41.923 --> 00:40:43.885
device that you're not making money on,

00:40:44.565 --> 00:40:46.586
you and the product owner say,

00:40:46.606 --> 00:40:48.208
it's not a good deal.

00:40:48.228 --> 00:40:49.728
I'm going to pay you the

00:40:49.768 --> 00:40:51.550
money that I owe you for the three months,

00:40:52.130 --> 00:40:53.512
paying it on a monthly basis,

00:40:53.552 --> 00:40:54.431
but I want you to get this

00:40:54.512 --> 00:40:55.112
out of my clinic.

00:40:55.693 --> 00:40:56.894
OK, no problem.

00:40:56.994 --> 00:40:58.856
Product owner comes in, takes it out,

00:40:58.956 --> 00:40:59.838
moves it down the street,

00:40:59.898 --> 00:41:00.998
puts it in the next clinic

00:41:01.519 --> 00:41:02.661
and then the third clinic.

00:41:03.181 --> 00:41:04.202
One of those clinics is

00:41:04.242 --> 00:41:05.905
going to monetize that product.

00:41:06.505 --> 00:41:07.887
They're going to make enough money.

00:41:08.887 --> 00:41:10.150
The product owner.

00:41:10.768 --> 00:41:13.010
is going to monetize that product.

00:41:13.110 --> 00:41:14.132
Maybe they do a profit

00:41:14.172 --> 00:41:17.373
sharing above the minimum rental fee,

00:41:17.554 --> 00:41:19.014
or they have some other way

00:41:19.114 --> 00:41:20.195
to monetize that.

00:41:20.795 --> 00:41:22.036
But what happens is the

00:41:22.197 --> 00:41:23.717
clinic owner reduces the

00:41:23.838 --> 00:41:26.460
total risk because the clinic owner says,

00:41:26.480 --> 00:41:26.639
well,

00:41:26.679 --> 00:41:27.920
I'm going to take a chance for three

00:41:27.981 --> 00:41:28.202
months.

00:41:28.242 --> 00:41:29.943
If I can't monetize in three months,

00:41:30.302 --> 00:41:31.603
you're going to get it out of my clinic.

00:41:32.570 --> 00:41:34.311
The product owner has

00:41:34.411 --> 00:41:36.413
multiple clinics in a vicinity.

00:41:36.672 --> 00:41:38.634
You can't do this in rural America,

00:41:38.693 --> 00:41:40.648
but you can do it in a city that has 10,

00:41:40.648 --> 00:41:41.936
15, 20 clinics.

00:41:42.715 --> 00:41:43.697
The product owner has a

00:41:43.737 --> 00:41:45.577
chance to monetize it.

00:41:45.838 --> 00:41:46.737
And if it doesn't work here,

00:41:46.777 --> 00:41:47.298
it goes there.

00:41:47.338 --> 00:41:48.079
If it doesn't work there,

00:41:48.099 --> 00:41:48.980
it goes to the next one.

00:41:49.599 --> 00:41:51.041
And then of course the manufacturer.

00:41:51.755 --> 00:41:53.737
has one point of contact,

00:41:54.097 --> 00:41:55.059
the product owner,

00:41:55.498 --> 00:41:57.141
who's going to keep buying

00:41:57.221 --> 00:41:58.362
these machines and keep

00:41:58.422 --> 00:42:00.786
placing them in various businesses,

00:42:01.525 --> 00:42:03.007
as opposed to trying to

00:42:03.088 --> 00:42:04.849
reach every clinic owner

00:42:05.451 --> 00:42:06.813
and then trying to get them

00:42:06.893 --> 00:42:08.153
to commit to a sale that

00:42:08.313 --> 00:42:09.295
they're not comfortable

00:42:09.335 --> 00:42:10.376
spending that kind of money.

00:42:11.356 --> 00:42:12.358
Where are the holes?

00:42:13.059 --> 00:42:13.518
So hold on.

00:42:13.539 --> 00:42:14.641
I'm going to make sure I understand first.

00:42:15.882 --> 00:42:17.483
This is something that has

00:42:17.543 --> 00:42:18.585
worked in other industries,

00:42:18.644 --> 00:42:20.186
but maybe not in this situation.

00:42:20.226 --> 00:42:20.827
So you're bringing an

00:42:20.887 --> 00:42:23.650
established methodology to

00:42:24.891 --> 00:42:25.992
a situation where it hasn't been done.

00:42:26.512 --> 00:42:27.114
So hold on a second.

00:42:27.153 --> 00:42:28.755
So what you're saying is, listen,

00:42:29.215 --> 00:42:29.536
Tony's...

00:42:30.237 --> 00:42:32.239
He's, he's very, he's been burned.

00:42:32.298 --> 00:42:33.679
He's sensitive because he's like, Hey man,

00:42:33.780 --> 00:42:34.882
I've dropped two grand.

00:42:34.922 --> 00:42:35.802
I've dropped 10 grand.

00:42:36.262 --> 00:42:36.742
And Hey,

00:42:37.123 --> 00:42:38.824
all you have to do is get a

00:42:38.905 --> 00:42:40.327
hundred people a quarter to

00:42:40.367 --> 00:42:42.389
pay $10 and you're even, and you're like,

00:42:42.528 --> 00:42:44.090
okay, so hold on.

00:42:44.130 --> 00:42:46.072
It sounds as if the product company,

00:42:46.092 --> 00:42:47.032
because now we have

00:42:47.152 --> 00:42:50.135
manufacturer and product company,

00:42:50.155 --> 00:42:50.896
or are they the same?

00:42:51.376 --> 00:42:53.039
No, I would say manufacturer.

00:42:53.059 --> 00:42:53.259
Yeah.

00:42:53.820 --> 00:42:55.721
The product owner, which is the middleman,

00:42:56.382 --> 00:42:57.202
and then the clinic.

00:42:57.583 --> 00:42:58.943
And then you're adding this third person,

00:42:58.983 --> 00:42:59.623
which is going to be this

00:42:59.684 --> 00:43:00.425
financing company,

00:43:00.485 --> 00:43:00.965
or you're saying the

00:43:01.045 --> 00:43:02.646
product company would finance it?

00:43:03.327 --> 00:43:04.788
The product owner.

00:43:05.168 --> 00:43:05.387
Got it.

00:43:05.789 --> 00:43:06.588
The intermediary.

00:43:06.829 --> 00:43:07.050
Got it.

00:43:07.190 --> 00:43:07.570
Okay, good.

00:43:07.590 --> 00:43:08.570
So there's only three people

00:43:08.610 --> 00:43:09.451
in this equation.

00:43:09.490 --> 00:43:10.612
Because that's easier.

00:43:10.632 --> 00:43:11.253
That's a triangle.

00:43:11.713 --> 00:43:12.333
So you're saying,

00:43:12.353 --> 00:43:14.195
so let's talk about this in simple terms,

00:43:14.375 --> 00:43:15.054
and you know what I'm going

00:43:15.074 --> 00:43:16.215
to do is bring up my pyramid.

00:43:16.516 --> 00:43:17.456
So what you're saying is

00:43:17.797 --> 00:43:19.818
you're reducing risk, right?

00:43:20.733 --> 00:43:22.315
And that is on the bottom of this pyramid.

00:43:22.335 --> 00:43:23.394
If you're watching a live stream,

00:43:23.434 --> 00:43:24.414
that is in the functional goal,

00:43:24.434 --> 00:43:25.476
you're reducing risk.

00:43:25.956 --> 00:43:27.135
You're showing someone that

00:43:27.155 --> 00:43:28.617
you can make money, but it's,

00:43:28.856 --> 00:43:30.376
it's the reduction of risk.

00:43:30.577 --> 00:43:31.697
Cause you're like, Hey, listen, man,

00:43:32.257 --> 00:43:35.018
I'll let you lease this

00:43:35.219 --> 00:43:36.659
Jeep that is going to bring

00:43:36.699 --> 00:43:37.400
you happiness.

00:43:38.099 --> 00:43:39.099
But instead of you having to

00:43:39.139 --> 00:43:41.701
like lock in a three year, let's, let's,

00:43:41.840 --> 00:43:42.081
let me,

00:43:42.262 --> 00:43:43.722
let me take some of this risk and

00:43:43.762 --> 00:43:44.422
make sure,

00:43:44.581 --> 00:43:45.503
make sure this is going to be

00:43:45.563 --> 00:43:46.202
okay for you.

00:43:46.543 --> 00:43:47.282
And what that's going to do

00:43:47.342 --> 00:43:49.043
is get you in more clinics and,

00:43:49.670 --> 00:43:50.451
Because there will be more

00:43:50.971 --> 00:43:52.291
people apt to take little

00:43:52.351 --> 00:43:53.592
risk and fewer people that

00:43:53.612 --> 00:43:55.394
will be apt to take big risks.

00:43:55.835 --> 00:43:58.577
So this is a risk spread out.

00:43:58.677 --> 00:44:00.460
That's not a really great term, Jimmy.

00:44:00.800 --> 00:44:03.382
This is a risk reduction strategy.

00:44:04.163 --> 00:44:04.342
Right.

00:44:04.902 --> 00:44:06.385
And if you have a good enough product,

00:44:06.405 --> 00:44:06.704
you're like,

00:44:06.885 --> 00:44:08.606
I am willing to put my money

00:44:08.626 --> 00:44:09.226
where my mouth is.

00:44:09.246 --> 00:44:10.148
I'm willing to come into the

00:44:10.168 --> 00:44:10.648
game with you.

00:44:11.932 --> 00:44:13.554
And so if I'm the person

00:44:13.594 --> 00:44:14.514
that buys the product,

00:44:14.635 --> 00:44:15.534
this is the easiest way.

00:44:15.755 --> 00:44:16.856
I've got relationships.

00:44:16.916 --> 00:44:17.916
I'm a physical therapist.

00:44:17.956 --> 00:44:19.157
I've got relationships with

00:44:19.338 --> 00:44:20.418
other practices.

00:44:20.577 --> 00:44:22.298
Even if I don't know them personally,

00:44:22.318 --> 00:44:24.280
I know about them

00:44:24.621 --> 00:44:25.740
throughout my community.

00:44:26.322 --> 00:44:27.541
So if I say, OK,

00:44:27.902 --> 00:44:28.742
I'm going to front the

00:44:28.782 --> 00:44:29.684
money and I'm going to

00:44:29.724 --> 00:44:31.244
front the commitment to buy

00:44:31.385 --> 00:44:32.144
this $30,000 piece of equipment.

00:44:35.407 --> 00:44:37.668
And I'm going to put it into this clinic.

00:44:37.688 --> 00:44:38.387
I'm no longer,

00:44:38.407 --> 00:44:39.889
I'm stepping out of practice

00:44:39.949 --> 00:44:40.789
ownership and I'm going to

00:44:40.829 --> 00:44:43.230
step into distribution.

00:44:43.590 --> 00:44:44.411
I put this piece of

00:44:44.451 --> 00:44:46.351
equipment in Jimmy's clinic.

00:44:47.431 --> 00:44:49.913
Jimmy doesn't have expertise,

00:44:50.012 --> 00:44:51.673
but he knows he needs to make more money.

00:44:51.773 --> 00:44:52.733
He knows Medicare

00:44:52.753 --> 00:44:53.875
reimbursements going down.

00:44:53.914 --> 00:44:55.054
He wants cash services.

00:44:55.554 --> 00:44:56.896
Well, I own the equipment.

00:44:57.056 --> 00:44:59.016
I obviously understand the selling points.

00:44:59.077 --> 00:45:00.197
I understand the marketing.

00:45:00.336 --> 00:45:01.398
I can get people

00:45:01.777 --> 00:45:03.798
to contact Jimmy because I can say, hey,

00:45:04.199 --> 00:45:05.920
Jimmy is the only one with

00:45:05.960 --> 00:45:07.681
this $30,000 piece of equipment.

00:45:08.260 --> 00:45:11.262
And then if Jimmy still can't make it work,

00:45:11.822 --> 00:45:12.862
then I go to Dave.

00:45:13.242 --> 00:45:14.463
And I see if Dave wants to

00:45:14.503 --> 00:45:15.664
put this in his clinic.

00:45:16.023 --> 00:45:16.945
And if that doesn't work,

00:45:16.965 --> 00:45:19.085
I go to Sam and Patricia

00:45:19.164 --> 00:45:19.985
and anybody else.

00:45:20.646 --> 00:45:21.686
I think of it almost like a

00:45:21.726 --> 00:45:22.447
vending machine.

00:45:22.847 --> 00:45:26.128
Now, if I put a vending machine in a YMCA,

00:45:26.530 --> 00:45:28.090
the YMCA isn't paying me

00:45:28.170 --> 00:45:29.791
for that vending machine to be there,

00:45:30.172 --> 00:45:31.413
but the vending machine

00:45:31.532 --> 00:45:33.253
profits go to me and

00:45:33.293 --> 00:45:35.074
there's a profit share with the YMCA.

00:45:35.554 --> 00:45:36.976
It's kind of that same idea.

00:45:37.235 --> 00:45:38.896
I own the vending machine

00:45:38.936 --> 00:45:40.478
and I'm putting it in the facility,

00:45:40.557 --> 00:45:41.298
hoping that,

00:45:41.818 --> 00:45:44.019
expecting it to turn a profit

00:45:44.079 --> 00:45:45.141
that's profitable for

00:45:45.601 --> 00:45:46.221
the facility.

00:45:46.601 --> 00:45:47.782
And for me as the owner of

00:45:47.842 --> 00:45:48.583
the vending machine,

00:45:48.643 --> 00:45:50.903
and just instead of vending snacks,

00:45:50.963 --> 00:45:52.065
we're vending fitness,

00:45:52.105 --> 00:45:53.965
we're vending CPT codes,

00:45:53.985 --> 00:45:55.266
we're vending something.

00:45:55.987 --> 00:45:57.288
So Tony, turn to your right,

00:45:57.307 --> 00:45:58.349
just rotate to your right

00:45:58.369 --> 00:45:59.009
and look that way.

00:45:59.289 --> 00:45:59.570
There you go.

00:45:59.869 --> 00:46:01.311
So instead of us being like this,

00:46:01.710 --> 00:46:02.811
like I'm going to sell you

00:46:02.871 --> 00:46:05.052
something and we are going

00:46:05.072 --> 00:46:05.693
to have interaction.

00:46:05.713 --> 00:46:07.353
What you're doing is this, which is like,

00:46:07.434 --> 00:46:08.454
how do we get on the same

00:46:08.695 --> 00:46:10.356
side of this equation so

00:46:10.376 --> 00:46:12.056
that the rising tide lifts all ships?

00:46:12.117 --> 00:46:13.398
Because I understand I'm

00:46:13.438 --> 00:46:14.878
putting myself in your perspective going,

00:46:15.358 --> 00:46:16.940
This risk might be a lot for you.

00:46:17.000 --> 00:46:18.422
You've tried something similar.

00:46:18.782 --> 00:46:20.003
Let's do something similar

00:46:20.163 --> 00:46:21.704
in a different way to

00:46:21.824 --> 00:46:23.905
mitigate your risk so I can help you.

00:46:24.025 --> 00:46:25.847
So if I'm selling this to you,

00:46:26.188 --> 00:46:27.588
the minute we sign on a dotted line,

00:46:27.688 --> 00:46:28.128
it's over.

00:46:28.710 --> 00:46:29.389
I did my thing.

00:46:29.449 --> 00:46:30.050
I move on.

00:46:30.411 --> 00:46:32.753
This is like, let's build a relationship.

00:46:33.414 --> 00:46:34.094
And you're saying like,

00:46:35.936 --> 00:46:37.376
I like that because we're

00:46:37.416 --> 00:46:38.137
in this together.

00:46:38.157 --> 00:46:40.619
And it's not like sign up forever.

00:46:40.639 --> 00:46:40.920
Yeah.

00:46:41.340 --> 00:46:41.539
Right.

00:46:41.920 --> 00:46:42.161
Right.

00:46:42.561 --> 00:46:44.483
And we know therapists by

00:46:44.583 --> 00:46:46.063
nature are just risk averse.

00:46:46.644 --> 00:46:48.465
We know therapists in

00:46:48.565 --> 00:46:49.706
smaller independent

00:46:49.726 --> 00:46:51.028
practices don't have

00:46:51.108 --> 00:46:52.690
boatloads of cash to invest.

00:46:52.730 --> 00:46:53.490
Yeah.

00:46:54.956 --> 00:46:55.257
You know,

00:46:55.318 --> 00:46:57.619
another version of this that I

00:46:57.699 --> 00:46:59.621
looked at was like JT is a

00:46:59.661 --> 00:47:00.882
physical therapist that

00:47:00.981 --> 00:47:03.603
built a mobile physical therapy clinic.

00:47:03.643 --> 00:47:04.423
He put it in.

00:47:04.724 --> 00:47:06.246
I don't know if it was it

00:47:06.286 --> 00:47:07.746
was a van van of some kind.

00:47:08.407 --> 00:47:09.507
I want to get him on the show.

00:47:09.748 --> 00:47:10.809
I want to interview him.

00:47:10.869 --> 00:47:11.750
I want to talk about the

00:47:11.809 --> 00:47:12.990
lessons he learned because

00:47:13.251 --> 00:47:14.472
I'm sure there were things

00:47:14.512 --> 00:47:15.592
that he was expecting to

00:47:15.652 --> 00:47:16.572
happen a certain way.

00:47:16.614 --> 00:47:18.255
And it happened a very different way.

00:47:19.376 --> 00:47:20.836
But even something like that, I'm like,

00:47:20.896 --> 00:47:23.438
well, if I was to get a sprinter van and

00:47:24.518 --> 00:47:26.780
Even some of the Amazon vans

00:47:26.820 --> 00:47:27.981
that they're done using and

00:47:28.001 --> 00:47:28.760
they're just going to sell

00:47:28.820 --> 00:47:29.541
off at some point.

00:47:29.561 --> 00:47:31.143
If I was to buy a Sprinter van,

00:47:31.762 --> 00:47:33.344
put a very specific,

00:47:33.503 --> 00:47:34.925
unique piece of equipment

00:47:35.105 --> 00:47:36.244
in that Sprinter van,

00:47:36.885 --> 00:47:38.867
and then start to kind of

00:47:38.987 --> 00:47:40.947
mass produce a fleet of this,

00:47:41.608 --> 00:47:42.768
could I put that in the

00:47:42.809 --> 00:47:43.989
hands of a therapist who

00:47:44.048 --> 00:47:45.489
wants a mobile business?

00:47:46.130 --> 00:47:48.231
They don't have the financing behind them.

00:47:48.291 --> 00:47:49.132
They don't have the risk

00:47:49.172 --> 00:47:50.773
tolerance to invest

00:47:50.773 --> 00:47:51.672
$150,000 in building equipment.

00:47:53.313 --> 00:47:55.817
the, the sprinter van and the equipment,

00:47:55.896 --> 00:47:57.177
but I could.

00:47:57.538 --> 00:47:58.719
And so if I could do that,

00:47:58.900 --> 00:48:00.340
put it in the therapist's hands,

00:48:00.762 --> 00:48:01.661
give them a shot at

00:48:01.702 --> 00:48:02.804
independence and private

00:48:02.824 --> 00:48:03.684
practice ownership.

00:48:03.724 --> 00:48:04.885
And if it doesn't work for them,

00:48:05.525 --> 00:48:06.867
I take that back.

00:48:07.047 --> 00:48:07.949
And then I put it in the

00:48:08.028 --> 00:48:09.389
next therapist's hands and

00:48:09.409 --> 00:48:10.351
in the next therapist's

00:48:10.371 --> 00:48:12.713
hands until we hit success.

00:48:13.554 --> 00:48:13.614
Um,

00:48:14.514 --> 00:48:15.853
I think there's opportunity there.

00:48:16.213 --> 00:48:17.313
Bo saying his buddy Mark did

00:48:17.353 --> 00:48:19.394
that in Austin, the Sprinter van PT.

00:48:19.434 --> 00:48:20.175
I don't know what it is

00:48:20.215 --> 00:48:21.014
about Sprinter vans.

00:48:21.114 --> 00:48:22.414
I don't need one, but I really want,

00:48:22.434 --> 00:48:23.135
I just, I don't know.

00:48:23.195 --> 00:48:24.436
It looks like a vacation on wheels.

00:48:25.255 --> 00:48:26.235
Um, hang on.

00:48:26.275 --> 00:48:28.195
There are dogs like, um,

00:48:28.376 --> 00:48:31.036
not even just dog PTs, not canine PTs,

00:48:31.077 --> 00:48:32.496
but just trainers and,

00:48:32.717 --> 00:48:34.797
and personal trainers that

00:48:34.858 --> 00:48:36.378
have dog treadmills in

00:48:36.438 --> 00:48:38.378
Sprinter vans that go out to the home.

00:48:38.538 --> 00:48:40.018
You know, like again,

00:48:40.077 --> 00:48:42.898
the model has been used and proven, uh,

00:48:43.759 --> 00:48:45.000
nobody has applied it to our

00:48:45.059 --> 00:48:45.701
profession yet.

00:48:46.221 --> 00:48:47.943
Let's take the model out of

00:48:48.043 --> 00:48:49.804
it and just look at what it,

00:48:49.905 --> 00:48:51.686
I love boiling things down.

00:48:51.806 --> 00:48:53.246
And what you're doing is like, listen,

00:48:53.367 --> 00:48:53.527
like,

00:48:54.777 --> 00:48:57.059
we often undervalue what we

00:48:57.099 --> 00:48:59.380
know and overvalue what

00:48:59.460 --> 00:49:00.219
someone else knows.

00:49:00.480 --> 00:49:01.300
And the funny part is

00:49:01.320 --> 00:49:02.661
they're doing the exact same thing.

00:49:03.221 --> 00:49:06.121
So I couldn't remodel a sprinter van.

00:49:06.141 --> 00:49:08.242
If you gave me $10 million in 10 years,

00:49:08.282 --> 00:49:08.963
it's not happening.

00:49:09.063 --> 00:49:10.804
Like I do not have the skills.

00:49:11.224 --> 00:49:12.244
I could watch a billion YouTube.

00:49:12.284 --> 00:49:13.425
It's just not my thing.

00:49:14.085 --> 00:49:15.766
So I then look at someone who could,

00:49:15.806 --> 00:49:16.085
and I go,

00:49:17.025 --> 00:49:18.146
That's super valuable.

00:49:18.266 --> 00:49:18.967
Like, look at that.

00:49:19.047 --> 00:49:19.827
I couldn't do that.

00:49:20.208 --> 00:49:20.588
Meanwhile,

00:49:20.608 --> 00:49:22.429
my buddy who's like a carpenter is like,

00:49:22.969 --> 00:49:23.969
he'll look at something,

00:49:24.190 --> 00:49:25.690
snap a few pictures and be like,

00:49:25.811 --> 00:49:26.851
I could do that in a weekend.

00:49:27.331 --> 00:49:27.510
Right.

00:49:27.972 --> 00:49:29.291
So figure what that's that's

00:49:29.311 --> 00:49:30.492
what this whole episode is about.

00:49:30.552 --> 00:49:30.693
Like,

00:49:31.193 --> 00:49:33.755
understand what is super simple for you.

00:49:34.963 --> 00:49:36.244
That could have the biggest

00:49:36.684 --> 00:49:38.246
value to someone else.

00:49:38.507 --> 00:49:38.867
Hold on.

00:49:39.307 --> 00:49:40.509
And then figure out how to

00:49:40.748 --> 00:49:43.231
get the longest lever arm, right?

00:49:43.291 --> 00:49:43.833
Possible.

00:49:44.253 --> 00:49:45.054
So if you're like, I,

00:49:45.153 --> 00:49:45.914
all I want to do is be a

00:49:45.954 --> 00:49:47.637
great therapist that rolls around Austin,

00:49:47.677 --> 00:49:48.097
Texas.

00:49:48.137 --> 00:49:49.378
Like, you know, like,

00:49:49.579 --> 00:49:51.059
like Bo is talking about with his buddy,

00:49:51.101 --> 00:49:51.300
Mark.

00:49:52.708 --> 00:49:54.469
but you can't saw a piece of

00:49:54.510 --> 00:49:55.411
wood or you don't know how

00:49:55.431 --> 00:49:56.492
to modify a van,

00:49:57.472 --> 00:49:59.434
understand that that situation,

00:49:59.474 --> 00:50:00.615
if you're good at logistics

00:50:00.697 --> 00:50:01.938
and organizing thing and

00:50:01.958 --> 00:50:02.639
you're willing to take on a

00:50:02.679 --> 00:50:03.519
little bit of risk to

00:50:03.639 --> 00:50:05.141
understand that and build

00:50:05.181 --> 00:50:05.981
relationships to find

00:50:06.021 --> 00:50:06.603
people who would either

00:50:06.623 --> 00:50:08.103
drive those vans or buy those vans,

00:50:08.664 --> 00:50:09.686
that is a business model.

00:50:09.985 --> 00:50:11.027
And I hope someone steals it.

00:50:11.802 --> 00:50:12.123
Yeah.

00:50:12.722 --> 00:50:12.844
Hey,

00:50:12.884 --> 00:50:14.384
let's do final thoughts because I need

00:50:14.423 --> 00:50:14.704
to run.

00:50:15.264 --> 00:50:15.945
You're at the beach.

00:50:15.985 --> 00:50:16.826
I'm surprised you're here.

00:50:17.585 --> 00:50:18.646
Final thoughts, parting shots.

00:50:18.666 --> 00:50:20.186
What do you got?

00:50:20.206 --> 00:50:20.626
All right.

00:50:20.686 --> 00:50:22.387
We both said the same thing today.

00:50:23.429 --> 00:50:25.150
Every single one of us watching this,

00:50:25.190 --> 00:50:26.891
hearing this has something

00:50:26.951 --> 00:50:28.271
of value that we're not

00:50:28.311 --> 00:50:29.351
taking advantage of.

00:50:29.391 --> 00:50:30.291
We're not leveraging.

00:50:30.311 --> 00:50:31.893
We're not pulling the longest lever.

00:50:32.552 --> 00:50:33.634
And that's part of the

00:50:33.673 --> 00:50:35.934
reason why things just feel so hard.

00:50:36.375 --> 00:50:37.755
And if you can't recognize

00:50:37.815 --> 00:50:39.297
what that hidden value is,

00:50:39.536 --> 00:50:41.538
ask somebody else to tell you what it is.

00:50:41.637 --> 00:50:43.278
because they see it even when we don't.

00:50:43.619 --> 00:50:43.998
Yeah.

00:50:44.219 --> 00:50:45.599
It's really easy for me to

00:50:45.659 --> 00:50:46.960
point out the obvious stuff

00:50:46.981 --> 00:50:47.501
and other people.

00:50:47.561 --> 00:50:48.222
And then I'm sitting here in

00:50:48.242 --> 00:50:49.001
my own kitchen going,

00:50:49.161 --> 00:50:50.063
I thought I was good at that.

00:50:50.143 --> 00:50:51.143
I can't do it for myself.

00:50:51.463 --> 00:50:51.664
It's the,

00:50:51.864 --> 00:50:53.784
it's also the cobbler son has no shoes,

00:50:53.844 --> 00:50:54.045
right?

00:50:54.125 --> 00:50:55.206
It's like we do for others

00:50:55.266 --> 00:50:56.545
or we tell others to do,

00:50:56.565 --> 00:50:57.367
and then we don't do it ourselves.

00:50:57.927 --> 00:50:58.447
I would say, um,

00:51:00.708 --> 00:51:01.409
Uh, what did I do?

00:51:01.449 --> 00:51:02.150
I told that story.

00:51:02.170 --> 00:51:02.610
I would say, yeah,

00:51:02.630 --> 00:51:03.230
look around at what your

00:51:03.269 --> 00:51:04.170
value actually is.

00:51:04.231 --> 00:51:06.092
This is, um, this is a hard, this is,

00:51:06.512 --> 00:51:07.753
this is simple, but not easy.

00:51:07.793 --> 00:51:09.215
I'll say it's a simple

00:51:09.275 --> 00:51:11.577
exercise and do it however you want.

00:51:11.677 --> 00:51:13.697
You can take those personality tests.

00:51:13.797 --> 00:51:15.239
If that's your thing, you don't have to,

00:51:15.280 --> 00:51:16.340
you can talk to someone else,

00:51:16.900 --> 00:51:18.762
understand what value you bring,

00:51:19.523 --> 00:51:20.603
then work out from there.

00:51:21.994 --> 00:51:22.735
And also I would add

00:51:22.815 --> 00:51:24.277
physical therapy is not your value.

00:51:24.496 --> 00:51:26.298
That might be how you share your value,

00:51:26.418 --> 00:51:27.400
but that's not your value.

00:51:27.460 --> 00:51:28.501
Your value is something different.

00:51:28.521 --> 00:51:29.021
It's deeper.

00:51:29.483 --> 00:51:30.724
How you might transmit that

00:51:30.923 --> 00:51:32.885
is in the delivery of physical therapy,

00:51:32.905 --> 00:51:34.168
but your value is different.

00:51:34.208 --> 00:51:35.369
And I'm not just playing with words.

00:51:36.130 --> 00:51:37.050
Tony, enjoy the beach.

00:51:38.873 --> 00:51:39.833
Don't create any content.

00:51:39.853 --> 00:51:41.777
Just unplug, as I'm sure you will.

00:51:41.797 --> 00:51:42.938
And we'll talk to Dave on

00:51:42.958 --> 00:51:44.179
Thursday when it gets better internet.

00:51:45.280 --> 00:51:45.902
Back on Thursday,

00:51:45.922 --> 00:51:47.164
make sure to subscribe to

00:51:47.244 --> 00:51:48.646
Tony's Learn Medicare Billing,

00:51:48.706 --> 00:51:50.788
Dave Kittle, and at PT Pinecast.

00:51:51.509 --> 00:51:51.989
Have a great Tuesday.