Play Offense: Stop Waiting to Be Picked as a PT

WEBVTT

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Now I can't hear you.

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You're listening to the PT Pinecast,

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where smart people in healthcare come to

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make noise.

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Here's your host, Jimmy McKay.

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I think we might need a better name

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than books and stuff because I feel like

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we used to talk about books,

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Rebecca Griffith, on the show.

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And now we talk about like lots of

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things.

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Is your microphone working?

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Are we testing that now?

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No.

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No, I see your lips moving.

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But yeah, it's because you touched.

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You touched it.

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i would uh try to reattach the microphone

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like unplug it plug it back in maybe

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refresh the screen i'll i'll jibber jabber

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until you do that because right now i

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got nothing no no noise no sounds people

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just think i'm talking to myself uh

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rebecca griffith the eddpt before we hit

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uh live stream you said we wanted to

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talk about uh the the vibe the the

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trend which we could make fun of trends

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um there you go you're good we can

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make fun of trends as like the it

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thing but

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I feel like taking a look at what

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the trends are,

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and you said the trend recently in the

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last couple of days,

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because this is like the first week back

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after that sort of dark Christmas to New

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Year's.

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What is the trend that you were noticing

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in terms of videos and reels and what

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the Zeitgeist was talking about?

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I've been seeing a lot of reels that

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are like, you know, everybody based,

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but PT based that say things I'm leaving

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behind in twenty twenty five as a DPT.

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And so I want to know what you

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think about that and what yours would be.

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So the mic I'm hearing right now,

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just FYI, is your computer,

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not your actually big fancy mic.

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Okay.

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I don't know.

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That microphone I love.

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It's the Yeti Blue.

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But that attachment where the wire plugs

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into the top of it is very finicky.

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If you move it a little bit,

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it loses connection.

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And once you do,

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you have to reconnect it.

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You could plan this trend eleven and a

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half months in advance.

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You know it's going to happen.

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The last company I thought taking

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advantage of it and doing it well was

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Spotify.

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Spotify, of course,

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now has their Spotify wrapped for a few

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years.

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Now they've gotten to the point where

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everybody just copies them.

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But this is essentially like you're

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wrapped or what are you leaving behind?

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I don't know that I've seen a lot

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of these things.

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So what you think is being seen by

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a lot of people...

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I'm not saying I haven't seen any,

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but I haven't seen a lot of it.

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So what are the things that PTs have

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been saying they're leaving behind in

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twenty twenty five?

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Well,

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some of it's like not getting my

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documentation done on time.

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Some of it's like not speaking up when

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I think something's wrong.

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You know, stuff like that.

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What should they be like?

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I'm not taking insurance anymore,

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like I'm leaving behind the insurance

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model, that kind of thing,

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or I'm leaving behind work for other

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people.

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So I think some of it's really

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predictable.

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But one that I liked the other day

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was truly not changing my recommendations

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to make other people happy.

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Meaning what?

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What are recommendations?

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this is an acute care therapist.

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So it was like truly like not changing

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my discharge plan and my discharge

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recommendation because case management

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doesn't like it because the admin doesn't

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like it because the patient doesn't like

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it,

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but like staying true to like their

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clinical judgment,

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which I can appreciate that.

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But at the same time,

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is it patient centered if there are

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reasons why that discharge plan doesn't

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work?

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So I don't know.

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I think there's some nuance missing there,

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but I also think,

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We've got to lean into being doctors.

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I've said to people, I mean, I've done...

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People have come to me for marketing.

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People have come to me for content

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creation.

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Essentially, attention.

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How do I get the best attention from

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the people I'm looking to get attention

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from?

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And I've given a plan.

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And then they've said,

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we don't think that plan is what we

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need to do.

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We need to do this.

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And I'm like,

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my answer isn't changing just because you

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don't like it.

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And I'm sure there's a nicer way I

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can say it.

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Jamie Brindle is sort of a coach of

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freelancers.

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It doesn't really matter what you're a

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freelancer in.

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Um, because the same conversation happens,

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whether you're doing graphic design or

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discharge planning,

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which is you asked me for,

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you asked me a question based on a

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set of criteria for success.

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I analyzed that and gave you an answer

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and you said, I didn't like that.

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And I'd say,

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I need to understand we can,

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we can change the scope,

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but if you want to optimize for success,

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what you defined as success before we

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started, um,

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In my assessment,

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we will not reach success if we don't

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do all of these things.

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Now, we can stretch them out over time.

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But I also think there is this concept

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with acute care therapists and ED

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therapists, for sure, where it's like,

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we want the discharge plan to be perfect.

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And based on that set of criteria,

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our best clinical judgment in an ideal

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world, this is what that would be.

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Right.

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Right.

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But I think a lot of times we

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fail to take into account what reality is.

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Reality is this patient won't have a

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twenty four hour supervision.

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This patient doesn't have health

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insurance.

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This patient can't get a custom

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wheelchair.

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So we can make this Santa Claus

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recommendation, but at the same time,

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an unrealistic discharge plan is a useless

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discharge plan.

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So I think to a certain extent,

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we're not taking the full criteria into

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consideration.

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So are you saying this is how I

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felt?

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I'm not going to put words in your

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mouth.

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It sort of felt like this fake little

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dance.

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Like,

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you need me to say this because insurance

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this.

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So therefore,

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I'm going to change my answer based on.

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So it's like,

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who am I answering for and to.

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Right.

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Yeah.

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And that's payer centered health care for

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sure.

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Right.

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But we also have to keep the patient

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at the center of what we're doing.

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So sometimes a patient disagrees with the

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discharge plan, and that's fine.

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So I'm not saying change your discharge

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plan.

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I'm saying you can advocate for your

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discharge plan.

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But if it's unrealistic,

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then you do have to make some adaptations.

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And if it's not the discharge plan the

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patient wants,

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sometimes that doesn't matter, right?

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Like sometimes patients just don't want to

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leave the hospital,

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even though they're medically ready,

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they have everything in place,

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they just don't want to go.

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And that may be a confidence issue.

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You've got to look at what that resistance

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is, but...

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You know, realistically, if the patient,

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for example, doesn't want to go to rehab,

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you can't force them to do that.

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You can't force your plan on other people.

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So I think just taking all of those

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components and then like getting off the

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hill to die.

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But making sure you're being realistic and

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considering all the factors.

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Is this where motivational interviewing

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comes in?

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Like if you say what does success look

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like to a patient and they say it

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looks like X and you say,

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based on what I see now and where

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you want to go,

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the answer is A and B and C.

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And they say,

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I'm not going to do any of those.

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I'm not going to do most of those.

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Is now the next step motivational?

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Okay, I understand that.

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And thank you for being honest and

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realistic.

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Based on what you just told me,

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then we will not,

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I don't believe that we will achieve X.

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Is that okay with you?

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Right.

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Because I thought a second ago,

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that's what we were solving for.

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Right.

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And also,

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this is why I think you need to

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do these things,

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like making sure patients understand that.

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And but like hearing what they're saying,

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like, no, that's not my goal.

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And I also ask people,

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why don't you want to go to rehab?

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And sometimes they have a really good

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reason for that.

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Or like I have patients where I have

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to discharge them to a homeless shelter

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and I'll go through a lot of work

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to set that up.

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And then they'll be like,

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I don't want to do that.

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I'm like, well,

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why don't you want to do that?

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Well, because the last time I was there,

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I was assaulted and I was robbed.

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OK,

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that makes a lot of sense to me.

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Good reason.

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So I think assuming that we know best

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is.

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something maybe i need to leave behind in

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twenty twenty five and like looking at all

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the factors we also can't make things

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happen just because we want to and i

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think that's a really frustrating thing

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that's leading to a lot of burnout and

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moral injury in therapists is we know

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exactly what patients need but we can't

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get it for them for a variety of

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reasons whether it's insurance whether

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it's the health system that you work in

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whether it's accessibility whether the

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patient just doesn't want that i think

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that can be really frustrating for people

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for me specifically when i'm working in

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the emergency department i'm like

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I know if you had all of these

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things, you could be successful.

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And I know you can get none of

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them.

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So here are the other things that I

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can offer you.

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And it's hard.

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It can be exhausting.

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Yeah.

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Yeah.

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And I think there's got to be a

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better way, though.

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But I don't know.

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Maybe that's what we need to find in

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twenty twenty six.

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is a better way to help people in

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the system that we're in,

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or we just need to blow the system

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up.

00:08:45.865 --> 00:08:47.505
And I'm obviously a huge advocate for

00:08:47.546 --> 00:08:47.625
that.

00:08:47.645 --> 00:08:49.326
And that's why I do the advocacy work

00:08:49.366 --> 00:08:52.107
that I do.

00:08:52.128 --> 00:08:52.727
But let me ask you this,

00:08:52.748 --> 00:08:54.028
since you're obviously seeing a lot of

00:08:54.048 --> 00:08:55.009
these, what are,

00:08:55.269 --> 00:08:57.389
you mentioned a few of the things I'm

00:08:57.429 --> 00:08:58.850
leaving behind in twenty twenty five,

00:08:59.931 --> 00:09:01.311
you know, taking documentation home.

00:09:01.551 --> 00:09:03.511
These are all pains, right?

00:09:03.552 --> 00:09:05.092
These are all things we didn't like that

00:09:05.113 --> 00:09:05.592
we don't want to

00:09:06.738 --> 00:09:07.739
you know, copy forward.

00:09:08.639 --> 00:09:10.062
What else was there that you remember?

00:09:10.162 --> 00:09:11.082
I like the fact that you didn't

00:09:11.123 --> 00:09:12.484
necessarily make a list that you'll have

00:09:12.504 --> 00:09:16.008
to just remember on emotion and memory.

00:09:16.067 --> 00:09:17.490
Letting other professionals decide to

00:09:17.549 --> 00:09:22.174
define our scope, which I love that one.

00:09:22.215 --> 00:09:25.018
We obviously don't need to do that.

00:09:26.524 --> 00:09:27.465
I always tell people, like,

00:09:27.504 --> 00:09:29.085
the person who knows if a patient needs

00:09:29.125 --> 00:09:30.745
physical therapy is a physical therapist.

00:09:31.485 --> 00:09:34.006
So I think also when people are like,

00:09:34.027 --> 00:09:35.028
hey, you can't do that,

00:09:35.067 --> 00:09:35.988
that's not in your scope.

00:09:36.008 --> 00:09:37.328
So, for example, in Colorado,

00:09:37.349 --> 00:09:38.950
we're fighting to be able to do sports

00:09:38.990 --> 00:09:40.450
physicals, high school sports physicals.

00:09:40.870 --> 00:09:41.890
Yeah, you told me about that.

00:09:41.931 --> 00:09:42.571
Yeah.

00:09:42.671 --> 00:09:43.851
And other professionals are like,

00:09:43.871 --> 00:09:44.892
that's not in your scope.

00:09:44.971 --> 00:09:45.432
And I'm like,

00:09:46.552 --> 00:09:48.553
let me show you what our scope is.

00:09:50.261 --> 00:09:52.722
legally and training wise and show you

00:09:52.763 --> 00:09:54.364
exactly how that's in our scope.

00:09:54.744 --> 00:09:56.304
So I think there is this,

00:09:56.585 --> 00:09:57.745
this pressure on that.

00:09:58.025 --> 00:09:59.385
But when we do talk about not letting

00:09:59.426 --> 00:10:00.586
other people define our scope,

00:10:00.706 --> 00:10:02.268
the legislature defines our scope.

00:10:02.307 --> 00:10:06.309
So having legislative meetings, I mean,

00:10:06.330 --> 00:10:07.850
maybe that's the thing that bothers me

00:10:07.889 --> 00:10:09.530
about this trend is that this is stuff

00:10:09.571 --> 00:10:11.331
I'm leaving behind in twenty twenty five.

00:10:11.672 --> 00:10:13.013
But how are you going to leave it

00:10:13.052 --> 00:10:13.352
behind?

00:10:17.216 --> 00:10:18.496
Because letting other people define our

00:10:18.537 --> 00:10:19.356
scope, I get that.

00:10:19.397 --> 00:10:20.437
You've got top of facility,

00:10:20.456 --> 00:10:21.658
you've got top of license,

00:10:21.697 --> 00:10:22.857
because you want to be at the top

00:10:22.899 --> 00:10:23.379
of your scope,

00:10:23.418 --> 00:10:29.380
but how are you going to do that?

00:10:29.520 --> 00:10:29.841
Thursday,

00:10:29.861 --> 00:10:31.182
I have multiple meetings with multiple

00:10:31.221 --> 00:10:33.503
legislators to talk to them about not

00:10:33.543 --> 00:10:35.043
cutting Medicaid in the state of Colorado.

00:10:35.783 --> 00:10:36.804
Because I don't want to limit

00:10:36.825 --> 00:10:37.884
accessibility for our patients,

00:10:37.904 --> 00:10:39.145
I don't want to limit payment for our

00:10:39.166 --> 00:10:39.485
therapists,

00:10:39.566 --> 00:10:40.546
I don't want to limit our scope,

00:10:41.226 --> 00:10:41.807
all of those things.

00:10:42.287 --> 00:10:42.586
Why?

00:10:42.746 --> 00:10:44.048
What would happen if those things are

00:10:44.087 --> 00:10:44.368
limited?

00:10:45.734 --> 00:10:48.014
So with this Medicaid cut specifically?

00:10:48.495 --> 00:10:48.696
Yeah.

00:10:49.416 --> 00:10:50.336
Clinics are going to close.

00:10:51.256 --> 00:10:51.977
Why does that matter?

00:10:52.238 --> 00:10:53.599
Why is that a bad thing?

00:10:54.418 --> 00:10:55.759
Because patients won't have access to

00:10:55.779 --> 00:10:56.221
therapy.

00:10:56.520 --> 00:10:57.421
Why is that a bad thing?

00:10:58.042 --> 00:10:59.643
They'll decrease function and overall

00:10:59.682 --> 00:10:59.942
health.

00:11:00.342 --> 00:11:01.163
Why is that a bad thing?

00:11:01.903 --> 00:11:03.024
They won't be able to contribute to

00:11:03.085 --> 00:11:03.585
society.

00:11:03.684 --> 00:11:04.826
They won't be able to live a meaningful

00:11:04.865 --> 00:11:06.866
life.

00:11:06.886 --> 00:11:07.648
I would lead with that.

00:11:08.427 --> 00:11:08.628
Right.

00:11:08.668 --> 00:11:10.349
So what I usually tell legislators when I

00:11:10.369 --> 00:11:12.490
meet them and talk to them is that

00:11:12.551 --> 00:11:14.572
physical therapists help keep Coloradans

00:11:20.333 --> 00:11:22.014
at work, at play, and at leisure.

00:11:22.413 --> 00:11:24.014
I was doing the exercise we just did

00:11:24.054 --> 00:11:26.535
with Emily.

00:11:26.635 --> 00:11:27.755
She's the APTA Montana.

00:11:28.056 --> 00:11:29.956
Emily, what's her last name?

00:11:29.976 --> 00:11:29.996
H?

00:11:30.297 --> 00:11:31.897
Herndon.

00:11:31.937 --> 00:11:32.238
Herndon.

00:11:32.278 --> 00:11:32.798
I thought it was Herndon.

00:11:32.837 --> 00:11:34.317
I don't want to guess.

00:11:35.197 --> 00:11:36.719
And hopefully at the end of the little...

00:11:36.759 --> 00:11:38.139
Because that was in her comment section.

00:11:38.940 --> 00:11:40.159
She was doing something similar.

00:11:40.179 --> 00:11:41.681
I can't remember what the issue was in

00:11:41.780 --> 00:11:42.341
Montana.

00:11:43.188 --> 00:11:47.172
And she wrote a very well-written press

00:11:47.211 --> 00:11:48.812
release on LinkedIn.

00:11:49.332 --> 00:11:50.354
And I came in like a...

00:11:50.594 --> 00:11:51.975
I always say I act like a petulant

00:11:51.995 --> 00:11:52.535
six-year-old.

00:11:53.015 --> 00:11:53.316
What's that?

00:11:53.336 --> 00:11:54.037
Like a wrecking ball.

00:11:54.057 --> 00:11:55.778
You and Miley Cyrus.

00:11:55.817 --> 00:11:56.138
Yeah.

00:11:57.119 --> 00:11:58.399
But I'm like, why does that matter?

00:11:58.419 --> 00:12:00.000
Well, because of this.

00:12:00.020 --> 00:12:00.740
I'm like, why?

00:12:00.980 --> 00:12:01.282
Why?

00:12:01.501 --> 00:12:01.701
Why?

00:12:01.802 --> 00:12:03.743
Until you get to the core emotional root.

00:12:03.783 --> 00:12:05.163
And then it's like Coloradans won't be

00:12:05.203 --> 00:12:06.924
able to work or play or contribute to

00:12:06.965 --> 00:12:07.446
Colorado.

00:12:08.746 --> 00:12:09.846
Legislators care about that.

00:12:09.886 --> 00:12:10.488
They do.

00:12:11.433 --> 00:12:13.475
But when we go to Albany, New York,

00:12:13.495 --> 00:12:13.875
and we're like,

00:12:13.895 --> 00:12:15.177
PTs need to get paid more.

00:12:15.256 --> 00:12:15.537
I'm like,

00:12:16.158 --> 00:12:17.078
that's not going to move the needle.

00:12:17.879 --> 00:12:19.080
Well, we do need to get paid more.

00:12:19.380 --> 00:12:20.360
What happens if we don't?

00:12:20.802 --> 00:12:21.101
This.

00:12:21.341 --> 00:12:22.123
What happens if that?

00:12:22.342 --> 00:12:22.623
That.

00:12:22.822 --> 00:12:23.583
What happens if this?

00:12:23.663 --> 00:12:23.903
This.

00:12:24.544 --> 00:12:26.586
And when you can't ask what happens or

00:12:26.625 --> 00:12:27.908
why that matters anymore,

00:12:28.187 --> 00:12:29.808
you've gotten to the thing that actually

00:12:29.828 --> 00:12:30.710
should be your headline.

00:12:31.618 --> 00:12:31.778
Well,

00:12:31.898 --> 00:12:33.860
and the thing that the legislator asked me

00:12:33.922 --> 00:12:36.325
last time was why do you think that

00:12:36.465 --> 00:12:38.427
you should not be cut when every other

00:12:38.488 --> 00:12:40.471
healthcare provider is in the same

00:12:40.511 --> 00:12:41.312
position that you are?

00:12:41.812 --> 00:12:42.511
How'd you answer that?

00:12:42.532 --> 00:12:43.293
That's a good question.

00:12:43.352 --> 00:12:43.952
That's a tough one.

00:12:45.413 --> 00:12:46.934
I said, that's a great question.

00:12:46.995 --> 00:12:48.514
And I understand that you have really

00:12:48.554 --> 00:12:49.836
difficult decisions to make.

00:12:49.875 --> 00:12:52.576
And I don't envy this position at all.

00:12:53.018 --> 00:12:55.099
But we will help you save money.

00:12:55.178 --> 00:12:55.859
And here's how.

00:12:56.479 --> 00:12:58.320
So when your problem is balancing the

00:12:58.360 --> 00:13:00.701
budget and looking for ways to cut costs

00:13:01.341 --> 00:13:02.962
by supporting physical therapists and

00:13:03.062 --> 00:13:04.964
increasing access to physical therapy,

00:13:05.443 --> 00:13:07.865
we can help cut health care costs.

00:13:08.325 --> 00:13:09.885
We can actually help you achieve that goal

00:13:10.385 --> 00:13:10.966
in a better ROI.

00:13:13.220 --> 00:13:14.740
But if you let him with like PTs

00:13:14.780 --> 00:13:15.360
are better,

00:13:15.441 --> 00:13:17.822
we have doctoral degrees like does not

00:13:17.942 --> 00:13:19.222
move the needle.

00:13:19.442 --> 00:13:20.783
It doesn't because all these other people

00:13:20.803 --> 00:13:21.124
do too.

00:13:21.464 --> 00:13:21.683
Right.

00:13:21.884 --> 00:13:23.504
And so it's like,

00:13:23.664 --> 00:13:25.225
how can I help you with your problem?

00:13:25.285 --> 00:13:26.486
It's the same thing when I go into

00:13:26.527 --> 00:13:28.326
health systems to talk about why you

00:13:28.346 --> 00:13:29.408
should have PT in the emergency

00:13:29.427 --> 00:13:29.748
department.

00:13:30.168 --> 00:13:31.509
What matters to your hospital?

00:13:33.187 --> 00:13:34.990
What problem are we trying to solve here?

00:13:35.509 --> 00:13:36.029
Correct.

00:13:36.149 --> 00:13:38.312
And it's just like doing a PT evaluation.

00:13:38.371 --> 00:13:39.232
What are your impairments?

00:13:39.253 --> 00:13:40.413
What are your functional limitations?

00:13:40.433 --> 00:13:41.815
What are your participation restrictions?

00:13:41.835 --> 00:13:43.076
Here's my point of care.

00:13:43.176 --> 00:13:44.437
Let me ask you this because I was

00:13:44.456 --> 00:13:45.717
in a similar situation.

00:13:46.359 --> 00:13:47.220
I won't say with who.

00:13:47.320 --> 00:13:48.561
I'll try to keep this as generic as

00:13:48.620 --> 00:13:50.022
possible because some of the people in

00:13:50.042 --> 00:13:51.283
this meeting would probably listen to this

00:13:51.322 --> 00:13:51.864
podcast.

00:13:52.823 --> 00:13:53.985
And it wasn't a bad thing.

00:13:54.105 --> 00:13:55.807
I think this is how does Jimmy improve

00:13:55.846 --> 00:13:57.607
thing.

00:13:57.648 --> 00:13:58.889
So I got brought in to do a

00:13:58.928 --> 00:13:59.470
project.

00:14:01.259 --> 00:14:03.701
But I was not clear on what good

00:14:03.902 --> 00:14:05.722
looked like because I was asked, hey,

00:14:05.783 --> 00:14:06.703
do you want to do this thing?

00:14:06.744 --> 00:14:07.985
And I was like, that sounds interesting.

00:14:08.184 --> 00:14:08.965
Can I learn more?

00:14:09.446 --> 00:14:10.066
And they explained.

00:14:10.105 --> 00:14:11.167
Essentially, it's a Jimmy thing.

00:14:11.226 --> 00:14:13.729
It's like come and make an in-person event

00:14:14.850 --> 00:14:15.190
good.

00:14:15.429 --> 00:14:16.990
And I'm using their quotes.

00:14:17.071 --> 00:14:18.211
And then I went to the meeting and

00:14:18.231 --> 00:14:20.533
I was like, what does good look like?

00:14:20.553 --> 00:14:21.553
And they're like, you know, good.

00:14:21.594 --> 00:14:21.894
And I'm like,

00:14:21.914 --> 00:14:23.836
you can't use the word in the definition.

00:14:25.225 --> 00:14:28.408
And I run into this problem often with

00:14:28.427 --> 00:14:29.609
the type of work that I do.

00:14:29.668 --> 00:14:32.110
And I would like to get better because

00:14:32.269 --> 00:14:34.750
I feel like I just annoy people because

00:14:34.812 --> 00:14:35.432
what they want,

00:14:35.511 --> 00:14:38.192
they just want me to know,

00:14:38.232 --> 00:14:41.335
but I can't because they don't know.

00:14:41.455 --> 00:14:41.855
And I'm like,

00:14:41.875 --> 00:14:43.937
you understand all the annoying questions

00:14:43.956 --> 00:14:46.477
that I'm asking are trying to bring us,

00:14:47.318 --> 00:14:50.921
me and us closer to understanding the same

00:14:50.961 --> 00:14:51.260
thing.

00:14:51.956 --> 00:14:52.057
Well,

00:14:52.076 --> 00:14:53.697
it's just like if you documented after a

00:14:53.758 --> 00:14:55.337
total knee replacement that the patient

00:14:55.357 --> 00:14:57.538
will have good range of motion.

00:14:57.578 --> 00:14:58.479
Good according to who?

00:14:58.999 --> 00:15:00.059
According to who.

00:15:00.440 --> 00:15:01.220
And if the patient's like,

00:15:01.340 --> 00:15:02.860
I want my knee to be good,

00:15:03.461 --> 00:15:04.041
you're like, well,

00:15:04.061 --> 00:15:05.802
what does good mean to you?

00:15:05.822 --> 00:15:07.142
Is that two out of ten pain?

00:15:07.201 --> 00:15:08.162
Is that zero pain?

00:15:08.221 --> 00:15:09.582
Is that full range of motion?

00:15:10.562 --> 00:15:12.303
So I think we just forget that.

00:15:13.243 --> 00:15:19.508
how we operate needs to be a little

00:15:19.528 --> 00:15:21.370
more comprehensive with the other things

00:15:21.389 --> 00:15:22.750
also yeah dan dropping this speaking

00:15:22.951 --> 00:15:24.932
specifically about pts in the ed he said

00:15:24.971 --> 00:15:27.313
he spoke to a chief medical officer that

00:15:27.695 --> 00:15:31.297
cmo did not want pts in ed because

00:15:31.317 --> 00:15:33.278
he doesn't want to admit patients although

00:15:33.318 --> 00:15:34.840
i bet you rebecca griffith might say

00:15:35.201 --> 00:15:37.341
having a pt in the ed would help

00:15:37.361 --> 00:15:37.562
them

00:15:38.182 --> 00:15:40.364
A hundred percent prevent that unnecessary

00:15:40.423 --> 00:15:41.504
hospital admissions, right?

00:15:41.544 --> 00:15:43.806
Especially when those patients are,

00:15:43.846 --> 00:15:45.066
you can't say he would need to discharge

00:15:45.086 --> 00:15:45.726
them somewhere.

00:15:45.807 --> 00:15:47.086
And that is a problem he didn't want

00:15:47.106 --> 00:15:47.427
to have.

00:15:47.687 --> 00:15:49.688
He's this guy's pulling an ostrich move.

00:15:49.749 --> 00:15:51.308
I feel like Dan, not Dan,

00:15:51.328 --> 00:15:52.629
the other guy or the other woman,

00:15:52.669 --> 00:15:53.190
whoever that was,

00:15:53.470 --> 00:15:54.431
they're pulling an ostrich.

00:15:54.890 --> 00:15:56.211
I don't want to touch the turd.

00:15:56.711 --> 00:15:57.572
Therefore I'm going to,

00:15:57.672 --> 00:15:58.993
I'm just going to never let a turd

00:15:59.013 --> 00:15:59.393
walk in.

00:15:59.874 --> 00:16:00.494
And that's not good.

00:16:01.277 --> 00:16:03.340
And PTs are low-key bouncers in the ED,

00:16:03.419 --> 00:16:03.620
right?

00:16:03.740 --> 00:16:06.364
And my friend Sarah always says,

00:16:06.844 --> 00:16:08.306
you don't invite everybody in off your

00:16:08.346 --> 00:16:08.807
front porch.

00:16:10.201 --> 00:16:11.322
It's the same thing in the hospital,

00:16:11.342 --> 00:16:11.523
right?

00:16:11.543 --> 00:16:12.884
We don't want to invite everybody in off

00:16:12.903 --> 00:16:13.543
the front porch.

00:16:13.563 --> 00:16:14.745
So if we can give them the cure

00:16:14.764 --> 00:16:16.025
they need on the front porch and get

00:16:16.046 --> 00:16:16.907
them going on their way,

00:16:16.927 --> 00:16:18.548
and then we can like save the resources

00:16:18.587 --> 00:16:19.068
of the house.

00:16:19.469 --> 00:16:21.649
So putting those resources up front

00:16:22.211 --> 00:16:23.572
decreases hospital admissions,

00:16:23.672 --> 00:16:24.633
increases throughput,

00:16:24.692 --> 00:16:26.153
decreases unnecessary imaging.

00:16:26.234 --> 00:16:26.474
Like,

00:16:26.734 --> 00:16:28.254
so that's why I say you can't just

00:16:28.274 --> 00:16:30.157
say PTs and the ED are great because

00:16:30.197 --> 00:16:32.097
PTs are great and patients like us,

00:16:32.518 --> 00:16:34.100
you have to show the hospital how it

00:16:34.139 --> 00:16:35.941
fixes the problem that the hospital has.

00:16:37.551 --> 00:16:39.551
And that means they have hospital

00:16:39.591 --> 00:16:40.932
admissions they don't want to have.

00:16:40.971 --> 00:16:42.831
They probably have bedlock in their ED too

00:16:42.851 --> 00:16:43.572
that could be fixed.

00:16:43.611 --> 00:16:46.332
So they're not seeing the solution because

00:16:46.373 --> 00:16:47.413
nobody's showing it to them.

00:16:47.993 --> 00:16:48.234
Yeah.

00:16:51.293 --> 00:16:53.815
That's where like an initial evaluation in

00:16:53.855 --> 00:16:55.914
a situation that Dan's talking about or in

00:16:55.934 --> 00:16:57.596
a situation that I went into in marketing

00:16:57.615 --> 00:16:58.995
communications, whatever that might be.

00:16:59.556 --> 00:17:00.777
The first thing I ask is like,

00:17:00.817 --> 00:17:02.496
what are we solving for here?

00:17:02.537 --> 00:17:02.616
Yeah.

00:17:03.136 --> 00:17:03.797
People will ask me like,

00:17:03.836 --> 00:17:04.998
what does it cost to hire you?

00:17:05.238 --> 00:17:05.637
And I'm like,

00:17:05.778 --> 00:17:07.740
I don't know what we're solving for.

00:17:08.539 --> 00:17:10.040
Is this a five-minute solution?

00:17:10.181 --> 00:17:12.122
I'll do it for free, right?

00:17:12.762 --> 00:17:15.503
Or is it a fifty-five-minute solution or a

00:17:15.544 --> 00:17:16.704
fifty-five-week solution?

00:17:17.665 --> 00:17:19.125
I don't know what we're solving for here.

00:17:19.807 --> 00:17:22.428
Do you know what we're solving for here?

00:17:22.729 --> 00:17:23.729
Well, and that's, I would say,

00:17:23.749 --> 00:17:25.289
a frustrating thing that I have when

00:17:25.329 --> 00:17:28.172
people want a consulting proposal from me

00:17:28.251 --> 00:17:30.053
is they're like, we just want a proposal.

00:17:31.663 --> 00:17:35.204
great for one about what like i don't

00:17:35.424 --> 00:17:36.825
i don't know you i don't know what

00:17:36.845 --> 00:17:38.345
your problems are i can look on your

00:17:38.384 --> 00:17:40.645
website and and see what you're putting

00:17:40.746 --> 00:17:42.266
out to the public but i actually need

00:17:42.286 --> 00:17:44.967
to know what is it you what is

00:17:45.027 --> 00:17:47.467
it like consulting on what problems are

00:17:47.487 --> 00:17:49.688
you looking for because also maybe i'm not

00:17:49.708 --> 00:17:53.347
the right person correct oh yeah i i

00:17:53.367 --> 00:17:55.009
i wind up trying to talk people out

00:17:55.048 --> 00:17:55.749
of hiring me

00:17:57.432 --> 00:17:58.272
I play that.

00:17:58.292 --> 00:17:58.913
It's not a game,

00:17:58.932 --> 00:18:00.755
but like I play that game where I

00:18:00.775 --> 00:18:01.215
approach it.

00:18:01.256 --> 00:18:01.715
I just go,

00:18:02.477 --> 00:18:03.458
I don't know if I'm the right guy.

00:18:04.377 --> 00:18:06.279
That actually winds up closing more deals,

00:18:06.319 --> 00:18:08.082
but it closes more right deals.

00:18:08.422 --> 00:18:09.123
Yes.

00:18:09.163 --> 00:18:10.503
But I also feel like there's this people

00:18:10.544 --> 00:18:11.765
pleaser mentality where I'm like, okay,

00:18:11.785 --> 00:18:13.426
I'll give you a proposal.

00:18:13.467 --> 00:18:15.808
But that's why I listened to a guy

00:18:15.828 --> 00:18:16.630
named Jamie Brindle,

00:18:16.650 --> 00:18:18.711
who's like a coach for freelancers.

00:18:18.751 --> 00:18:19.551
Yeah.

00:18:19.571 --> 00:18:21.134
And his whole mentality is like,

00:18:23.356 --> 00:18:26.078
understand what you're solving for first.

00:18:26.479 --> 00:18:29.099
Because you might... Also, it's like,

00:18:29.339 --> 00:18:29.520
well,

00:18:29.580 --> 00:18:32.301
they're going to pay me five figures to

00:18:32.342 --> 00:18:32.642
do this.

00:18:32.682 --> 00:18:32.902
It's like,

00:18:33.002 --> 00:18:35.364
I'm going to hate all of it.

00:18:35.384 --> 00:18:36.884
I don't want to overhaul your website.

00:18:37.045 --> 00:18:38.766
I'm not your email drip campaign guy.

00:18:39.185 --> 00:18:39.486
I will...

00:18:40.066 --> 00:18:41.146
If you want me to be the general

00:18:41.166 --> 00:18:42.867
contractor for your problems,

00:18:43.828 --> 00:18:45.189
you have to understand that I'm going to

00:18:45.209 --> 00:18:47.750
do the general... I'm the orchestra.

00:18:47.911 --> 00:18:49.332
What's the guy in the front with the

00:18:49.372 --> 00:18:49.612
wand?

00:18:49.632 --> 00:18:49.771
Exactly.

00:18:50.500 --> 00:18:51.241
I'm the conductor,

00:18:51.481 --> 00:18:52.663
which is why I'm not in an orchestra.

00:18:53.683 --> 00:18:54.845
But I'm not doing that.

00:18:54.984 --> 00:18:57.207
This is a large problem.

00:18:57.586 --> 00:18:59.348
Well, and I think sometimes when you're,

00:18:59.970 --> 00:19:00.769
I'm going to say this a lot,

00:19:00.789 --> 00:19:02.231
the right provider at the right time,

00:19:02.251 --> 00:19:03.413
whether that's the consultant,

00:19:03.432 --> 00:19:04.252
whether that's marketing,

00:19:04.294 --> 00:19:05.855
whether that's the physical therapist,

00:19:06.255 --> 00:19:07.936
then everything's going to align, right?

00:19:07.957 --> 00:19:10.199
Like I had one hospital where I did

00:19:10.479 --> 00:19:12.020
a course for them and I ended up

00:19:12.040 --> 00:19:13.221
being their caregiver of the week.

00:19:13.241 --> 00:19:14.182
I don't even work there.

00:19:14.742 --> 00:19:15.604
Are you kidding me?

00:19:15.624 --> 00:19:15.663
No.

00:19:17.357 --> 00:19:22.423
And their nursing manager texted me.

00:19:22.544 --> 00:19:23.744
She was somebody I worked with at a

00:19:23.805 --> 00:19:24.506
different hospital.

00:19:24.546 --> 00:19:25.227
And she was like,

00:19:25.606 --> 00:19:26.788
you're our caregiver of the week.

00:19:26.808 --> 00:19:29.151
I was like, that's very cool.

00:19:29.311 --> 00:19:29.991
I don't work there.

00:19:30.051 --> 00:19:31.034
And she's like, I know,

00:19:31.094 --> 00:19:32.996
but the work that you did mattered.

00:19:33.195 --> 00:19:34.577
And so I think when you have that

00:19:34.637 --> 00:19:35.317
right match,

00:19:36.192 --> 00:19:37.792
That's exactly where you need to be.

00:19:38.272 --> 00:19:40.814
And we need to stop trying to push

00:19:40.855 --> 00:19:42.295
ourselves where we shouldn't be and start

00:19:42.315 --> 00:19:43.655
pushing ourselves where we really ought to

00:19:43.675 --> 00:19:43.816
be.

00:19:44.115 --> 00:19:45.836
But we also can't keep waiting for people

00:19:45.856 --> 00:19:46.336
to find us.

00:19:46.356 --> 00:19:47.498
It's like dating, right?

00:19:47.518 --> 00:19:49.038
Like nobody knows they want to date you

00:19:49.078 --> 00:19:51.339
if you don't ever go anywhere or talk

00:19:51.359 --> 00:19:52.500
to anybody or show up.

00:19:52.560 --> 00:19:52.840
Right.

00:19:53.421 --> 00:19:55.241
And sometimes you in that dating process,

00:19:55.261 --> 00:19:56.462
you're like mismatch.

00:19:57.315 --> 00:19:58.036
But also,

00:19:58.675 --> 00:20:00.458
if you walk into a dating situation,

00:20:00.478 --> 00:20:02.279
and I've told this story before,

00:20:02.579 --> 00:20:05.002
freshman and sophomore year of college,

00:20:05.063 --> 00:20:06.523
Jimmy got a lot of first dates because

00:20:07.704 --> 00:20:08.826
I had no problem failing.

00:20:09.106 --> 00:20:10.167
I had no problem asking.

00:20:11.169 --> 00:20:12.170
But not a lot of second dates,

00:20:12.190 --> 00:20:13.171
and I couldn't figure out why.

00:20:13.391 --> 00:20:14.251
Because on the first date,

00:20:14.352 --> 00:20:15.833
I talked about how...

00:20:17.035 --> 00:20:18.016
I was the high school.

00:20:18.115 --> 00:20:19.856
I was the class treasurer and I was

00:20:19.978 --> 00:20:21.858
playing the hockey team and I was so

00:20:21.979 --> 00:20:23.759
funny and how many friends I had.

00:20:24.040 --> 00:20:25.342
I talked about me the whole damn time.

00:20:25.461 --> 00:20:26.162
No second dates.

00:20:26.182 --> 00:20:27.242
And everybody laughs at that.

00:20:28.104 --> 00:20:29.125
Everybody laughs at that.

00:20:29.744 --> 00:20:30.224
And they go, of course,

00:20:30.246 --> 00:20:31.326
you're not going to get a second date.

00:20:31.365 --> 00:20:31.826
And then I go,

00:20:31.926 --> 00:20:32.968
I just looked at your marketing,

00:20:33.228 --> 00:20:34.929
all your stuff that you do externally.

00:20:34.949 --> 00:20:36.009
It's all about you.

00:20:36.650 --> 00:20:37.851
And you wonder why no one wants to

00:20:37.871 --> 00:20:38.392
step closer.

00:20:40.134 --> 00:20:40.954
Junior and senior year,

00:20:40.974 --> 00:20:41.775
I started talking about,

00:20:41.894 --> 00:20:43.155
I started asking about them.

00:20:43.436 --> 00:20:46.358
You can ask questions in content where the

00:20:46.479 --> 00:20:48.019
other person isn't there.

00:20:49.221 --> 00:20:49.382
Yes.

00:20:49.422 --> 00:20:50.883
You can show them.

00:20:51.383 --> 00:20:51.682
I ask,

00:20:52.003 --> 00:20:53.265
one of the greatest questions I ask,

00:20:53.365 --> 00:20:55.286
I've got an event on Saturday at APTA

00:20:55.326 --> 00:20:55.846
New Jersey.

00:20:55.967 --> 00:20:57.708
It's like a student conclave.

00:20:58.808 --> 00:21:00.109
And my first question is here,

00:21:00.150 --> 00:21:01.351
because it's all students.

00:21:01.632 --> 00:21:03.073
I know who they are generally.

00:21:03.752 --> 00:21:04.874
They're like stem cells, right?

00:21:05.234 --> 00:21:06.675
My first question on Saturday is,

00:21:07.554 --> 00:21:11.076
is how many of you here are training

00:21:11.116 --> 00:21:12.458
to be in show business?

00:21:12.637 --> 00:21:13.198
Show of hands.

00:21:13.939 --> 00:21:15.160
Nobody raises their hand.

00:21:16.000 --> 00:21:16.320
And I go,

00:21:16.340 --> 00:21:17.461
so you're just going to tell people how

00:21:17.481 --> 00:21:18.301
to do exercises?

00:21:18.321 --> 00:21:20.124
You're never going to show them?

00:21:20.564 --> 00:21:23.866
Well, that's not fair.

00:21:24.386 --> 00:21:25.548
So you're just going to tell them.

00:21:25.607 --> 00:21:27.169
You're just going to sit still and tell

00:21:27.229 --> 00:21:27.450
them.

00:21:27.849 --> 00:21:30.612
You're never going to show them what a

00:21:30.652 --> 00:21:32.252
future looks like if they do the things

00:21:32.272 --> 00:21:32.834
that you say?

00:21:33.314 --> 00:21:34.075
That seems lazy.

00:21:36.049 --> 00:21:37.771
Me saying these things was ridiculous

00:21:38.152 --> 00:21:39.373
three to five years ago.

00:21:39.512 --> 00:21:40.314
And now it's not.

00:21:41.234 --> 00:21:43.017
I used to have to really convince people

00:21:43.037 --> 00:21:44.518
that, I'm using air quotes,

00:21:44.577 --> 00:21:47.842
creating a content or storytelling was

00:21:47.882 --> 00:21:48.362
important.

00:21:48.682 --> 00:21:50.443
Now I'm sure if you pulled the statistics

00:21:50.503 --> 00:21:51.045
on LinkedIn,

00:21:51.285 --> 00:21:54.067
how many people have the words storyteller

00:21:54.127 --> 00:21:56.369
in their bios is up four billion percent.

00:21:57.785 --> 00:21:58.846
And it's like the thing of, it's the,

00:21:58.865 --> 00:21:59.946
you know, it's the, it's the cliche.

00:21:59.987 --> 00:22:01.347
It's the thing of the week right now.

00:22:01.428 --> 00:22:01.667
Right.

00:22:02.249 --> 00:22:02.868
In the future,

00:22:03.609 --> 00:22:05.250
when you can generate infinite amount of

00:22:05.351 --> 00:22:07.292
ideas and have access to infinite

00:22:08.292 --> 00:22:08.834
information,

00:22:09.693 --> 00:22:12.537
the superpower is the ability to transfer

00:22:12.557 --> 00:22:13.436
that from human to human.

00:22:13.917 --> 00:22:14.198
Sorry.

00:22:14.617 --> 00:22:14.878
It is.

00:22:15.358 --> 00:22:16.779
Now the comms majors are laughing at

00:22:16.799 --> 00:22:17.401
everybody else.

00:22:17.701 --> 00:22:17.820
Ha.

00:22:19.473 --> 00:22:20.555
If you're good at it and you can

00:22:20.595 --> 00:22:23.117
convince people to hire you to let you

00:22:23.178 --> 00:22:24.818
do it how you see fit.

00:22:24.878 --> 00:22:27.182
Now we're full circle back to you said

00:22:27.201 --> 00:22:28.063
the problem is X.

00:22:28.202 --> 00:22:29.503
I say the answer is ABC.

00:22:29.523 --> 00:22:30.384
You say, I don't want to do that.

00:22:30.444 --> 00:22:30.965
I say, well,

00:22:30.986 --> 00:22:32.547
then we're not going to get X.

00:22:32.606 --> 00:22:36.750
And we are so awful to patients when

00:22:36.770 --> 00:22:37.932
they don't do what we tell them to

00:22:38.012 --> 00:22:38.173
do.

00:22:39.945 --> 00:22:40.967
Like I see so many,

00:22:41.067 --> 00:22:42.930
that's another real trend that I really

00:22:42.970 --> 00:22:45.113
wish would go away is PTs punching down

00:22:45.173 --> 00:22:46.795
on their patients and making reels,

00:22:46.835 --> 00:22:47.876
making fun of their patients.

00:22:47.896 --> 00:22:49.178
That makes me insane.

00:22:49.538 --> 00:22:50.840
So if we could leave that in twenty

00:22:50.861 --> 00:22:51.902
twenty five, that would be great.

00:22:52.261 --> 00:22:53.144
But I'll see these reels.

00:22:53.183 --> 00:22:54.586
It'll be like, you know,

00:22:55.006 --> 00:22:56.806
The PT says you should do these things.

00:22:56.846 --> 00:22:58.267
And then did you do your things?

00:22:58.287 --> 00:22:59.227
And the patient's like, no.

00:22:59.606 --> 00:23:00.307
And ha ha ha.

00:23:00.606 --> 00:23:02.847
But like, we're the same way.

00:23:03.228 --> 00:23:04.647
Like just what you're talking about now.

00:23:04.768 --> 00:23:05.167
You're like,

00:23:05.208 --> 00:23:06.708
here's your home exercise program.

00:23:06.788 --> 00:23:08.048
And the place is like, no,

00:23:08.148 --> 00:23:08.828
I don't think that works.

00:23:09.048 --> 00:23:10.328
Then why did you come to see me?

00:23:10.729 --> 00:23:13.230
And we're so judgy about that with our

00:23:13.269 --> 00:23:13.829
patients.

00:23:14.210 --> 00:23:15.789
So I think we need to be more

00:23:15.869 --> 00:23:16.911
open about all of those things.

00:23:16.951 --> 00:23:18.290
It's just like when you hire a consultant

00:23:18.371 --> 00:23:20.111
and they give you their expertise and

00:23:20.131 --> 00:23:20.931
you're like, nah, bro.

00:23:21.010 --> 00:23:21.632
And I'm like, okay,

00:23:21.672 --> 00:23:23.352
we'll keep doing it the way you're doing

00:23:23.392 --> 00:23:23.451
it.

00:23:23.859 --> 00:23:25.161
Here's my experience of being a

00:23:25.201 --> 00:23:25.661
consultant,

00:23:25.721 --> 00:23:27.122
my limited experience of being a

00:23:27.142 --> 00:23:27.541
consultant.

00:23:27.582 --> 00:23:28.623
I was so excited.

00:23:28.742 --> 00:23:29.482
I'm going to come here.

00:23:29.563 --> 00:23:31.163
I'm going to dive into all these things,

00:23:31.263 --> 00:23:31.844
all these problems.

00:23:31.864 --> 00:23:32.765
I'm going to give you a plan.

00:23:32.785 --> 00:23:33.724
And then we're going to walk through the

00:23:33.744 --> 00:23:34.826
plan together and solve it.

00:23:35.266 --> 00:23:37.567
And then I realized it's the same damn

00:23:37.606 --> 00:23:37.787
thing.

00:23:38.567 --> 00:23:40.548
What you wanted to hear was,

00:23:40.749 --> 00:23:43.650
a lot of times, whatever you're doing,

00:23:44.070 --> 00:23:44.790
you should keep doing it.

00:23:46.209 --> 00:23:47.309
which is little to nothing,

00:23:47.549 --> 00:23:49.491
but I'm going to show you how to

00:23:49.632 --> 00:23:52.054
paint the logo blue instead of red and

00:23:52.074 --> 00:23:53.055
that's going to change everything.

00:23:53.115 --> 00:23:54.855
And I'm like, it's not.

00:23:55.116 --> 00:23:56.438
This is going to require pushups.

00:23:57.057 --> 00:23:58.058
One of the other things on one of

00:23:58.098 --> 00:23:59.901
these reels was that we needed to stop

00:23:59.961 --> 00:24:02.383
gatekeeping knowledge and mentor more.

00:24:03.363 --> 00:24:05.744
And I love that in theory,

00:24:06.326 --> 00:24:07.527
but at the same time,

00:24:07.686 --> 00:24:11.369
we have people giving content away all the

00:24:11.390 --> 00:24:11.549
time.

00:24:11.569 --> 00:24:13.352
You give content away every day

00:24:14.115 --> 00:24:16.057
and people aren't using it either.

00:24:16.258 --> 00:24:18.560
And I also think mentoring is a two-way

00:24:18.601 --> 00:24:21.604
relationship and it should have goals

00:24:21.703 --> 00:24:24.185
identified and all of those things too.

00:24:24.886 --> 00:24:25.587
And then I also,

00:24:25.728 --> 00:24:27.789
there's like this concept of that you

00:24:27.809 --> 00:24:29.490
should give your content away for free,

00:24:31.073 --> 00:24:32.775
but you shouldn't treat patients for free.

00:24:33.055 --> 00:24:35.017
So are we compensating physical therapists

00:24:35.037 --> 00:24:36.498
for their time and expertise or are we

00:24:36.538 --> 00:24:36.739
not?

00:24:37.861 --> 00:24:38.402
Well, I mean,

00:24:38.501 --> 00:24:41.125
you can give something away for free and

00:24:41.306 --> 00:24:42.827
other things not.

00:24:42.988 --> 00:24:44.410
So it doesn't have to be...

00:24:44.869 --> 00:24:46.613
When is the answer always or never?

00:24:46.633 --> 00:24:46.752
Right.

00:24:47.753 --> 00:24:49.355
The answer is rarely, right?

00:24:49.375 --> 00:24:50.999
The answer is rarely, always or never.

00:24:51.479 --> 00:24:54.002
And I don't think you're gatekeeping if

00:24:54.022 --> 00:24:55.605
you're charging money for your expertise.

00:24:56.742 --> 00:24:59.244
Most of the time, most of the time,

00:24:59.384 --> 00:25:01.105
successful consulting relationships I've

00:25:01.125 --> 00:25:04.788
had is they sort of already understand.

00:25:04.989 --> 00:25:07.089
Like I tell people in the room in

00:25:07.109 --> 00:25:09.111
the beginning, like if Dan,

00:25:09.490 --> 00:25:10.332
if he's still watching,

00:25:10.872 --> 00:25:12.794
if we come into the C-suite,

00:25:13.213 --> 00:25:14.734
most of the people know what the problem

00:25:14.835 --> 00:25:16.536
is.

00:25:16.576 --> 00:25:18.596
Very rarely does a contractor walk in and

00:25:18.616 --> 00:25:19.958
you're like, I got water leaking.

00:25:19.978 --> 00:25:22.220
And you're like, all right, well,

00:25:22.259 --> 00:25:23.019
we all pretty,

00:25:23.039 --> 00:25:24.161
we kind of know it's a pipe burst,

00:25:24.221 --> 00:25:24.441
right?

00:25:24.760 --> 00:25:25.821
What are we going to do about that?

00:25:26.547 --> 00:25:27.607
They just don't want to do it.

00:25:27.728 --> 00:25:28.048
So you're like,

00:25:28.067 --> 00:25:31.049
you're not paying me to do it.

00:25:31.089 --> 00:25:32.832
You're paying me so you don't have to

00:25:32.872 --> 00:25:33.211
do it.

00:25:34.032 --> 00:25:35.334
Right.

00:25:36.213 --> 00:25:37.855
It was very simple for me to see

00:25:37.875 --> 00:25:40.597
when my neighbor started hiring a lawn

00:25:40.657 --> 00:25:41.077
company.

00:25:41.538 --> 00:25:42.919
I've lived in this house for three years.

00:25:42.939 --> 00:25:45.060
This guy has a zero-turn lawnmower and he

00:25:45.240 --> 00:25:46.842
whips around his yard.

00:25:47.303 --> 00:25:48.683
Now, I'm not close to my neighbor.

00:25:49.124 --> 00:25:49.765
I wish I was.

00:25:50.325 --> 00:25:50.986
He's not a talker.

00:25:51.026 --> 00:25:52.246
I've tried to talk to him several times.

00:25:52.326 --> 00:25:52.767
That's okay.

00:25:55.497 --> 00:25:56.498
He probably closes his garage when he sees

00:25:56.518 --> 00:25:56.719
you coming.

00:25:56.739 --> 00:25:57.058
He probably does.

00:25:57.078 --> 00:25:57.760
Dan's still there.

00:25:57.980 --> 00:25:58.300
So Dan,

00:25:58.320 --> 00:25:59.683
I'm going to tell a parallel story about

00:25:59.723 --> 00:26:00.164
my neighbor.

00:26:00.184 --> 00:26:00.986
And you tell me if I'm right or

00:26:01.006 --> 00:26:01.747
wrong, because Dan's,

00:26:01.928 --> 00:26:03.289
he works with a large,

00:26:03.450 --> 00:26:04.972
he's growing a large organization in the

00:26:04.992 --> 00:26:05.453
Northeast.

00:26:07.236 --> 00:26:09.116
My neighbor has a zero turn.

00:26:09.337 --> 00:26:10.337
And then all of a sudden I'm sitting

00:26:10.377 --> 00:26:11.598
here and I can look right at that

00:26:11.618 --> 00:26:14.161
window and I see this whole squad of

00:26:14.580 --> 00:26:15.442
lawn care people.

00:26:15.521 --> 00:26:17.083
And I'm like, oh man,

00:26:17.103 --> 00:26:18.183
I don't know what happened.

00:26:18.784 --> 00:26:20.125
Maybe he's just at that age.

00:26:20.164 --> 00:26:21.685
Maybe he's just like at that financial

00:26:21.726 --> 00:26:21.905
level.

00:26:21.967 --> 00:26:22.606
He's like, screw that.

00:26:22.626 --> 00:26:23.326
I want to be doing whatever.

00:26:24.528 --> 00:26:27.529
Here was the eye-opening epiphany for me.

00:26:28.211 --> 00:26:30.833
He didn't pay someone to mow his lawn.

00:26:31.432 --> 00:26:34.015
He paid someone so he didn't have to

00:26:34.095 --> 00:26:35.076
have his lawn mowed.

00:26:35.939 --> 00:26:36.078
Now,

00:26:36.239 --> 00:26:37.880
here's the advantage and the problem in

00:26:37.940 --> 00:26:40.842
patient care.

00:26:40.882 --> 00:26:42.942
I can't pay Rebecca to do push-ups for

00:26:42.982 --> 00:26:45.124
me if I want bigger triceps.

00:26:45.163 --> 00:26:45.963
Right.

00:26:45.983 --> 00:26:46.625
I can't do it.

00:26:47.085 --> 00:26:49.326
That's what bothered me is I kept in

00:26:49.346 --> 00:26:49.846
a clinic.

00:26:50.286 --> 00:26:50.727
I was like,

00:26:51.527 --> 00:26:54.067
I see the problem and the path to

00:26:54.107 --> 00:26:55.489
a solution very clearly.

00:26:55.989 --> 00:26:57.589
And it killed me personally with my

00:26:57.630 --> 00:26:59.431
personality when people would come back

00:26:59.691 --> 00:27:00.892
week over week and be like,

00:27:00.971 --> 00:27:01.511
I didn't do it.

00:27:01.652 --> 00:27:02.093
And I'm like...

00:27:03.145 --> 00:27:04.567
And my personality is like,

00:27:04.747 --> 00:27:06.127
I would just close the laptop and be

00:27:06.188 --> 00:27:07.729
like, then what are we doing here?

00:27:08.869 --> 00:27:10.270
That was my personality.

00:27:10.692 --> 00:27:10.811
Now,

00:27:10.872 --> 00:27:12.692
I went to Peds and everything changed

00:27:12.913 --> 00:27:14.595
because they were just like, is it fun?

00:27:15.174 --> 00:27:15.434
No.

00:27:15.615 --> 00:27:17.416
And that's a failure on me as the

00:27:17.457 --> 00:27:17.876
provider.

00:27:18.196 --> 00:27:18.617
Is it fun?

00:27:18.698 --> 00:27:19.438
Yes, they'll do it.

00:27:19.458 --> 00:27:21.400
Well, and I think too,

00:27:21.420 --> 00:27:23.201
when you're working with patients at that

00:27:23.221 --> 00:27:23.740
stage, you're like,

00:27:23.760 --> 00:27:25.303
this is what I can offer you.

00:27:26.123 --> 00:27:27.223
This is what you have to bring to

00:27:27.243 --> 00:27:27.663
the table.

00:27:27.683 --> 00:27:29.806
And if we can't do that,

00:27:29.826 --> 00:27:31.047
then this isn't the right spot.

00:27:31.086 --> 00:27:32.228
You need to do, I think...

00:27:33.317 --> 00:27:35.122
Myself as a second career PT,

00:27:35.362 --> 00:27:37.106
I was under the impression before PT

00:27:37.126 --> 00:27:37.326
school,

00:27:37.346 --> 00:27:39.412
it's going to make people's heads explode.

00:27:39.993 --> 00:27:41.959
I thought we got some sort of magic

00:27:42.019 --> 00:27:42.640
level hands.

00:27:44.258 --> 00:27:44.637
I did.

00:27:44.838 --> 00:27:47.260
I thought we'd learn some tricks.

00:27:48.281 --> 00:27:50.143
I was waiting to come to Thanksgiving with

00:27:50.163 --> 00:27:51.423
family and be like, watch this, blah,

00:27:51.443 --> 00:27:52.404
blah, blah, blah, blah.

00:27:52.565 --> 00:27:53.486
And then be like, bam,

00:27:53.605 --> 00:27:54.426
your back pain's gone.

00:27:54.846 --> 00:27:56.127
And then I'm sitting there in PT school

00:27:56.147 --> 00:27:57.730
going, oh, crap, it never happened.

00:27:57.970 --> 00:28:00.071
But that's okay because it's real, right?

00:28:00.951 --> 00:28:01.573
But the same,

00:28:01.613 --> 00:28:03.233
and this is where my question to Dan

00:28:03.253 --> 00:28:03.934
or whatever is,

00:28:04.414 --> 00:28:06.136
it's the same in a C-suite.

00:28:07.328 --> 00:28:09.189
They're like, we need more.

00:28:09.209 --> 00:28:11.630
These are the two areas I operate in

00:28:11.710 --> 00:28:12.329
healthcare, right?

00:28:12.470 --> 00:28:13.431
We need more providers.

00:28:13.971 --> 00:28:15.131
That's a communications problem.

00:28:15.290 --> 00:28:15.790
I know you're like,

00:28:15.810 --> 00:28:16.931
that's talent acquisition.

00:28:17.392 --> 00:28:18.791
That's below talent acquisition.

00:28:19.711 --> 00:28:21.913
People, you need people to understand.

00:28:21.932 --> 00:28:22.873
Do you know how many times I slide

00:28:22.893 --> 00:28:24.613
into people's comment sections on LinkedIn

00:28:25.213 --> 00:28:27.074
when it's a clear repost of a job

00:28:27.114 --> 00:28:27.314
post?

00:28:27.334 --> 00:28:28.094
Do you see me doing this?

00:28:28.114 --> 00:28:28.193
Yes.

00:28:28.213 --> 00:28:30.734
And since you mentioned it last time,

00:28:30.815 --> 00:28:32.095
I've been watching these posts.

00:28:32.335 --> 00:28:33.135
It doesn't go well.

00:28:33.175 --> 00:28:34.076
No, no.

00:28:34.901 --> 00:28:36.462
I'm okay with it because the other people

00:28:36.482 --> 00:28:37.923
want... So let's play this out.

00:28:38.064 --> 00:28:38.444
Rebecca,

00:28:38.484 --> 00:28:40.467
you're hiring at XYZ Physical Therapy in

00:28:40.487 --> 00:28:43.309
Colorado and your job post is one sentence

00:28:43.349 --> 00:28:44.069
and it says what?

00:28:44.089 --> 00:28:46.272
Now hiring.

00:28:46.788 --> 00:28:49.770
know someone hiring yeah and i just go

00:28:50.211 --> 00:28:51.412
and i go into comments and i go

00:28:51.791 --> 00:28:53.452
why should i why is working there

00:28:53.532 --> 00:28:55.094
different than any other clinic in your

00:28:55.134 --> 00:28:57.175
town and then the person is like offended

00:28:57.736 --> 00:28:59.717
i can smell it through linkedin i'm okay

00:28:59.737 --> 00:29:01.137
with it they'll either they'll be like

00:29:01.198 --> 00:29:02.378
let's why don't we set up a phone

00:29:02.419 --> 00:29:04.180
call and talk about it i'm like why

00:29:04.200 --> 00:29:05.621
would i give you forty eight seconds on

00:29:05.641 --> 00:29:06.961
the phone if you can't even get my

00:29:07.001 --> 00:29:08.903
attention now keep in mind i'm never i'm

00:29:08.923 --> 00:29:10.723
not applying for a clinical job what i'm

00:29:10.784 --> 00:29:12.244
trying to do is show in public that

00:29:12.526 --> 00:29:14.386
you've given no people

00:29:16.060 --> 00:29:17.962
a reason to take one quarter of a

00:29:18.002 --> 00:29:18.623
step forward.

00:29:18.643 --> 00:29:19.243
Yeah.

00:29:19.304 --> 00:29:20.484
So the two areas I work in are

00:29:20.545 --> 00:29:21.465
talent acquisition,

00:29:21.665 --> 00:29:22.967
but I don't call it talent acquisition.

00:29:22.987 --> 00:29:23.248
I call it,

00:29:23.607 --> 00:29:24.969
I'm in the attention department.

00:29:25.390 --> 00:29:26.830
I'm never applying for a job in the

00:29:26.851 --> 00:29:27.731
marketing department again.

00:29:28.916 --> 00:29:30.657
I don't want to come run your comms

00:29:30.698 --> 00:29:31.298
department either.

00:29:32.038 --> 00:29:33.880
I am in the attention department because

00:29:33.960 --> 00:29:35.121
that's actually what you need.

00:29:35.740 --> 00:29:37.082
Oh, what do we need over here?

00:29:37.162 --> 00:29:39.063
We need new patients for this zip code

00:29:39.083 --> 00:29:39.864
with these three clinics.

00:29:40.243 --> 00:29:40.844
What do we need?

00:29:41.144 --> 00:29:41.565
Marketing.

00:29:41.744 --> 00:29:42.164
No, you don't.

00:29:42.785 --> 00:29:43.204
What do you need?

00:29:43.286 --> 00:29:43.645
Attention.

00:29:44.086 --> 00:29:44.645
How do we get that?

00:29:44.746 --> 00:29:45.287
Don't know.

00:29:45.666 --> 00:29:47.468
Don't know the area or what you're

00:29:47.548 --> 00:29:48.469
actually good at yet.

00:29:49.189 --> 00:29:49.949
It's not marketing.

00:29:49.969 --> 00:29:51.109
It's not talent acquisition.

00:29:51.130 --> 00:29:52.070
It's not communications.

00:29:52.290 --> 00:29:53.711
It's not paid or organic.

00:29:53.932 --> 00:29:55.772
It's not reels or ticky-tocks.

00:29:56.593 --> 00:29:57.354
You need attention.

00:29:58.116 --> 00:30:00.478
Did you just say TikToks?

00:30:00.557 --> 00:30:00.617
Yes.

00:30:00.637 --> 00:30:02.458
You were like eight hundred years old.

00:30:02.478 --> 00:30:02.557
No,

00:30:02.698 --> 00:30:04.438
I say it like that because when TikTok

00:30:04.458 --> 00:30:07.638
first came out, everybody does this.

00:30:07.719 --> 00:30:08.519
And they poo poo.

00:30:09.900 --> 00:30:11.740
And all I look at with TikTok is

00:30:11.819 --> 00:30:14.141
a generation who's only grown up with

00:30:14.260 --> 00:30:16.701
understanding how to get, keep,

00:30:17.000 --> 00:30:19.942
earn and attention and deliver information

00:30:20.001 --> 00:30:20.521
with brevity.

00:30:22.002 --> 00:30:22.522
Yeah.

00:30:22.863 --> 00:30:24.722
My generation included and even younger

00:30:24.742 --> 00:30:25.002
than me.

00:30:25.042 --> 00:30:26.743
Look at how these TikToks are stupid.

00:30:26.923 --> 00:30:27.443
Are they, though?

00:30:28.428 --> 00:30:29.269
Are they though?

00:30:30.211 --> 00:30:31.833
Now, I look deeper.

00:30:31.972 --> 00:30:33.454
It's information at brevity.

00:30:34.076 --> 00:30:36.178
It's the group telling you for better or

00:30:36.198 --> 00:30:38.480
for worse what they value with their time.

00:30:38.701 --> 00:30:39.603
I'll give you an example.

00:30:40.064 --> 00:30:41.285
People love when I parallel this.

00:30:41.586 --> 00:30:42.846
Did I ever talk to you about Disney's

00:30:42.926 --> 00:30:43.909
low ride out theory?

00:30:45.663 --> 00:30:48.085
Disney was doing social media and vanity

00:30:48.125 --> 00:30:49.945
metrics long before the internet.

00:30:50.326 --> 00:30:51.007
So you've been to,

00:30:51.047 --> 00:30:52.387
I'm guessing to a Disney park,

00:30:52.448 --> 00:30:53.568
either land or world.

00:30:53.749 --> 00:30:54.509
Which one did you go to?

00:30:54.529 --> 00:30:56.631
I've been to both briefly.

00:30:56.651 --> 00:30:57.892
Ooh, look at you.

00:30:57.932 --> 00:31:00.334
Um, just, I'm telling you, I know.

00:31:00.374 --> 00:31:02.236
I'm just kidding.

00:31:02.276 --> 00:31:04.116
So you buy a ticket to a Disney

00:31:04.156 --> 00:31:06.078
park and you can go on as you

00:31:06.098 --> 00:31:07.259
can go on whatever ride you want.

00:31:07.299 --> 00:31:09.080
As long as you just pay,

00:31:09.340 --> 00:31:10.182
you wait in line, right?

00:31:10.402 --> 00:31:12.243
Or you pay for a fast pass because

00:31:12.263 --> 00:31:13.163
you value your time more.

00:31:13.223 --> 00:31:14.065
So you pay that, right?

00:31:14.085 --> 00:31:15.105
TSA for Disney.

00:31:15.705 --> 00:31:16.526
Either way,

00:31:17.247 --> 00:31:18.446
when you get to the front of the

00:31:18.487 --> 00:31:20.847
line that you just spent money and then

00:31:20.907 --> 00:31:22.669
time to, you know those three,

00:31:23.348 --> 00:31:24.910
those turnstile-y things with the three

00:31:24.930 --> 00:31:25.369
prongs?

00:31:26.109 --> 00:31:28.771
Why do they have those?

00:31:29.152 --> 00:31:30.112
Calculating.

00:31:30.172 --> 00:31:31.071
What is it calculating?

00:31:31.092 --> 00:31:32.913
Number of people.

00:31:32.972 --> 00:31:34.034
Why is that valuable?

00:31:34.054 --> 00:31:36.095
So that they know how many people are

00:31:36.194 --> 00:31:39.536
waiting in line and how many people they

00:31:39.556 --> 00:31:40.455
can get through in an hour.

00:31:40.476 --> 00:31:40.696
No, no, no, no.

00:31:40.717 --> 00:31:41.737
They could tell you how many people they

00:31:41.757 --> 00:31:42.797
can get through in an hour down to

00:31:42.836 --> 00:31:43.738
the millisecond.

00:31:44.488 --> 00:31:47.109
What they're doing is how many people paid

00:31:47.250 --> 00:31:47.890
to come in.

00:31:48.029 --> 00:31:49.191
They can calculate that with a cash

00:31:49.250 --> 00:31:49.590
register.

00:31:49.971 --> 00:31:54.295
How many people paid then spent their

00:31:54.355 --> 00:31:54.714
time.

00:31:55.454 --> 00:31:56.576
So Disney was smart.

00:31:56.875 --> 00:31:57.237
He was like,

00:31:57.297 --> 00:31:59.718
I only have fifty thousand acres of swamp

00:31:59.738 --> 00:32:00.558
in Florida or whatever.

00:32:04.346 --> 00:32:08.627
If I have teacups and teacups gets the

00:32:08.688 --> 00:32:10.307
lowest amount of turnstile spins,

00:32:10.428 --> 00:32:12.088
it means people cared about it the least.

00:32:12.509 --> 00:32:13.789
You're going to get different information

00:32:13.829 --> 00:32:15.289
if they fill out a card because

00:32:15.349 --> 00:32:16.250
nostalgically,

00:32:16.490 --> 00:32:19.672
teacups and Magic Mountain are nostalgia.

00:32:20.231 --> 00:32:21.272
But if they're not riding it,

00:32:22.032 --> 00:32:23.573
the only way for Disney to bring in

00:32:23.594 --> 00:32:25.933
a new ride if he has limited real

00:32:25.973 --> 00:32:28.015
estate is to remove a ride.

00:32:28.335 --> 00:32:29.496
How does he pick which one?

00:32:29.776 --> 00:32:31.135
He lets the audience decide.

00:32:31.336 --> 00:32:32.576
He lets them decide themselves.

00:32:34.949 --> 00:32:35.628
with their time.

00:32:36.410 --> 00:32:37.349
He does not ask them.

00:32:37.971 --> 00:32:39.211
I think you're going to get an argument

00:32:39.250 --> 00:32:41.192
from physical therapists that say how I am

00:32:41.252 --> 00:32:43.354
in real is not going to be reflective

00:32:43.374 --> 00:32:44.775
of how I provide patient care.

00:32:44.795 --> 00:32:45.974
So how would you like?

00:32:46.675 --> 00:32:47.955
Okay.

00:32:48.317 --> 00:32:48.876
Explain that again.

00:32:48.896 --> 00:32:49.676
Say that again.

00:32:49.737 --> 00:32:49.916
Okay.

00:32:49.936 --> 00:32:50.958
So you're going to have somebody who's

00:32:50.978 --> 00:32:52.179
listening to you and be like, Jimmy,

00:32:52.199 --> 00:32:52.459
I like,

00:32:52.479 --> 00:32:53.700
I don't care about any of that.

00:32:53.799 --> 00:32:55.220
I don't care about social media stuff.

00:32:55.359 --> 00:32:57.321
I just want to provide good patient care.

00:32:57.342 --> 00:32:58.241
So provide good patient care.

00:32:59.482 --> 00:32:59.762
Right.

00:32:59.782 --> 00:33:01.144
So why do I need to do any

00:33:01.183 --> 00:33:01.503
of this?

00:33:01.965 --> 00:33:03.666
don't hire someone who can you do you

00:33:03.787 --> 00:33:05.327
do you if your toilet is clogged up

00:33:05.347 --> 00:33:06.288
and you can't figure it out do you

00:33:06.328 --> 00:33:08.089
hire someone else but again that's your

00:33:08.130 --> 00:33:09.611
point right like what's the problem that

00:33:09.631 --> 00:33:11.310
we're solving this person wants to provide

00:33:11.352 --> 00:33:12.612
exceptional patient care they don't want

00:33:12.632 --> 00:33:14.692
to be on instagram and don't give people

00:33:14.732 --> 00:33:16.354
to them so they can see them then

00:33:16.413 --> 00:33:18.935
don't yep but you will pay for it

00:33:18.955 --> 00:33:20.616
then and that's okay because if you're

00:33:20.636 --> 00:33:22.218
hiring someone to do that and you're

00:33:22.258 --> 00:33:24.179
paying them x but not getting back x

00:33:24.219 --> 00:33:26.420
plus y don't work with them anymore but

00:33:26.460 --> 00:33:27.621
don't tell me it's broken

00:33:29.005 --> 00:33:30.746
Don't try something once and then be like,

00:33:30.766 --> 00:33:31.227
it's broken.

00:33:31.267 --> 00:33:31.866
I'll go, okay, well,

00:33:31.886 --> 00:33:33.067
I went to PT once, doesn't work.

00:33:33.327 --> 00:33:34.449
Well, of course not, of course,

00:33:34.469 --> 00:33:35.769
what kind of a provider?

00:33:35.789 --> 00:33:37.291
And then, oh,

00:33:37.332 --> 00:33:38.633
we're so quick to defend that.

00:33:39.633 --> 00:33:41.035
You cannot speak out of both sides of

00:33:41.055 --> 00:33:41.434
your mouth.

00:33:41.555 --> 00:33:42.214
It doesn't work.

00:33:43.096 --> 00:33:43.355
Tell me,

00:33:43.476 --> 00:33:45.018
help me understand what it looked like the

00:33:45.057 --> 00:33:45.857
first time you did that.

00:33:46.398 --> 00:33:48.641
There was someone today who was like,

00:33:49.580 --> 00:33:50.701
and the numbers don't matter.

00:33:51.803 --> 00:33:54.125
There was someone today who said,

00:33:54.605 --> 00:33:55.885
and I may or may not agree with

00:33:55.925 --> 00:33:57.567
them, but of course I'm going to poke.

00:33:58.351 --> 00:34:00.636
If you're spending three thousand dollars

00:34:00.676 --> 00:34:04.346
a month on your clinic ads with a

00:34:04.467 --> 00:34:05.209
marketing company,

00:34:05.249 --> 00:34:06.673
essentially I pay Rebecca.

00:34:07.946 --> 00:34:09.527
Here's three thousand dollars, Rebecca,

00:34:10.068 --> 00:34:10.588
per month.

00:34:10.867 --> 00:34:12.489
You're going to run ads just on Facebook

00:34:12.528 --> 00:34:12.849
for me.

00:34:13.289 --> 00:34:14.389
But then I say, hey, Rebecca,

00:34:14.670 --> 00:34:16.911
how much of that money is Rebecca's money

00:34:17.411 --> 00:34:18.811
and how much that money is actually going

00:34:19.211 --> 00:34:19.871
to the ads?

00:34:20.331 --> 00:34:20.532
Right.

00:34:20.652 --> 00:34:21.652
And this person was like,

00:34:21.992 --> 00:34:23.914
if you're spending three thousand a month

00:34:24.173 --> 00:34:25.454
and fifteen hundred dollars going to

00:34:25.474 --> 00:34:27.014
Rebecca and fifteen hundred dollars is

00:34:27.074 --> 00:34:28.195
actually going to the ad spend.

00:34:28.574 --> 00:34:29.416
Stop doing that.

00:34:30.695 --> 00:34:31.097
And I go,

00:34:31.936 --> 00:34:34.458
what if the outcome is so fucking good?

00:34:35.784 --> 00:34:37.686
What if you're making ten grand off that?

00:34:39.646 --> 00:34:40.507
Oh, so you didn't...

00:34:40.927 --> 00:34:42.248
We need to compensate people for their

00:34:42.288 --> 00:34:43.228
time and expertise.

00:34:43.489 --> 00:34:44.409
I said, listen, dude,

00:34:44.530 --> 00:34:46.731
I hired Rebecca to fix my toilet.

00:34:47.271 --> 00:34:49.092
The parts were a hundred dollars and she

00:34:49.112 --> 00:34:50.152
charged me five hundred.

00:34:50.353 --> 00:34:52.673
I go, can you take a dump?

00:34:52.733 --> 00:34:53.074
Yes.

00:34:53.333 --> 00:34:54.735
Then wasn't that the thing we were solving

00:34:54.775 --> 00:34:54.934
for?

00:34:55.175 --> 00:34:56.576
Now you could have waited and you could

00:34:56.596 --> 00:34:57.856
have negotiated someone else to do it

00:34:57.876 --> 00:34:58.197
cheaper,

00:34:58.556 --> 00:35:00.297
but you couldn't poop until you did.

00:35:01.478 --> 00:35:03.159
Which is why you're paying for expertise

00:35:03.458 --> 00:35:04.340
and not intervention.

00:35:04.775 --> 00:35:05.815
So I went back to that person on

00:35:05.856 --> 00:35:06.637
LinkedIn and I was like, well,

00:35:06.677 --> 00:35:07.338
hang on a second.

00:35:09.641 --> 00:35:10.961
If you're paying fifteen hundred dollars a

00:35:11.021 --> 00:35:12.784
month for Rebecca to spend fifteen

00:35:12.844 --> 00:35:13.304
hundred,

00:35:14.065 --> 00:35:16.208
I would say not enough information to

00:35:16.248 --> 00:35:17.789
solve for X. Sorry.

00:35:18.389 --> 00:35:19.351
How much did it bring?

00:35:20.262 --> 00:35:23.483
If it brought a million dollars, suddenly,

00:35:23.583 --> 00:35:24.902
fifteen hundred dollars is a freaking

00:35:24.943 --> 00:35:25.342
steal.

00:35:25.983 --> 00:35:28.322
If it brought you eleven dollars, yes,

00:35:28.742 --> 00:35:29.143
yes.

00:35:29.603 --> 00:35:30.824
Ask yourself, what are you doing?

00:35:31.244 --> 00:35:32.523
Or go do it yourself.

00:35:32.903 --> 00:35:33.764
But then you're like, well, I don't know.

00:35:33.824 --> 00:35:35.425
I could spend fifteen hundred dollars and

00:35:35.465 --> 00:35:35.945
lose money.

00:35:36.324 --> 00:35:36.965
Yes,

00:35:37.005 --> 00:35:38.465
which is why you hire someone who knows

00:35:38.485 --> 00:35:39.025
how to do it.

00:35:39.744 --> 00:35:41.786
Like, this is so funny how people will,

00:35:42.865 --> 00:35:44.246
they will talk out both sides of their

00:35:44.286 --> 00:35:44.646
mouth.

00:35:45.626 --> 00:35:46.527
It's really funny to me.

00:35:46.547 --> 00:35:49.047
Not a lot of awareness about it.

00:35:49.721 --> 00:35:51.422
No, it's very much like, no,

00:35:51.461 --> 00:35:52.483
but I'm the expert.

00:35:52.663 --> 00:35:53.844
I'm worth it.

00:35:54.143 --> 00:35:55.764
That other guy, not so much.

00:35:55.784 --> 00:35:56.826
That other profession.

00:35:57.286 --> 00:35:59.108
Oh, you went to a chiropractor?

00:35:59.367 --> 00:36:00.768
I've gone a hundred and eighty degrees.

00:36:01.469 --> 00:36:03.231
Someone asks me in my personal life,

00:36:03.391 --> 00:36:04.331
are chiropractors good?

00:36:04.572 --> 00:36:06.072
Here's my stock answer.

00:36:06.172 --> 00:36:06.672
I got to be honest.

00:36:07.032 --> 00:36:08.094
I don't know a lot about what they

00:36:08.114 --> 00:36:08.735
learn in school.

00:36:10.175 --> 00:36:11.235
But have you gone to one?

00:36:11.376 --> 00:36:11.697
Yeah.

00:36:11.876 --> 00:36:12.856
How'd you feel when you left?

00:36:12.918 --> 00:36:13.458
I felt great.

00:36:13.677 --> 00:36:14.338
Feels good to me.

00:36:14.458 --> 00:36:14.898
Keep going.

00:36:16.219 --> 00:36:16.659
That's it.

00:36:17.201 --> 00:36:17.621
That's it.

00:36:18.938 --> 00:36:20.920
When you move the goalposts closer,

00:36:21.141 --> 00:36:23.782
suddenly kicking field goals is a lot

00:36:23.842 --> 00:36:25.465
easier.

00:36:26.144 --> 00:36:27.405
My goal is not to sell you on

00:36:27.425 --> 00:36:27.746
anything.

00:36:28.766 --> 00:36:29.168
In fact,

00:36:29.268 --> 00:36:30.789
I don't think I've ever sold anybody on

00:36:30.829 --> 00:36:31.148
anything.

00:36:31.429 --> 00:36:33.570
My job is to achieve understanding.

00:36:35.713 --> 00:36:36.673
What if I were to say, well,

00:36:36.713 --> 00:36:37.894
vertebral artery dissection?

00:36:37.934 --> 00:36:40.456
It's not what they were asking.

00:36:42.278 --> 00:36:43.760
That's like on the first date being like,

00:36:44.760 --> 00:36:46.362
you have three choices if you meet a

00:36:46.402 --> 00:36:46.902
girl at a bar.

00:36:48.135 --> 00:36:51.235
I can stand there and talk about me.

00:36:51.275 --> 00:36:52.297
I can stand there and talk about the

00:36:52.396 --> 00:36:54.818
other guy who's been hitting on you all

00:36:54.858 --> 00:36:55.038
night.

00:36:57.358 --> 00:36:59.960
Or I could talk about you.

00:37:00.581 --> 00:37:01.501
Which one do you think is going to

00:37:01.521 --> 00:37:02.221
lead to a phone number?

00:37:02.942 --> 00:37:03.521
Best odds.

00:37:03.762 --> 00:37:04.282
I got to be honest.

00:37:04.302 --> 00:37:05.222
I'm going with option three.

00:37:05.563 --> 00:37:06.282
We don't do that.

00:37:06.503 --> 00:37:08.023
We talk crap about the other guy.

00:37:08.423 --> 00:37:10.485
We inflate ourselves and we wonder why

00:37:10.525 --> 00:37:12.365
people don't move closer and they only

00:37:12.405 --> 00:37:13.106
move further away.

00:37:13.126 --> 00:37:13.246
Right.

00:37:13.266 --> 00:37:14.126
And that goes back to motivational

00:37:14.226 --> 00:37:17.628
interviewing for your patients too.

00:37:18.550 --> 00:37:18.730
Now,

00:37:19.130 --> 00:37:21.273
doing this in person one-to-one would be

00:37:21.313 --> 00:37:23.215
exhausting.

00:37:23.594 --> 00:37:24.576
Is there a way, Rebecca,

00:37:24.596 --> 00:37:25.956
we could do this on the interwebs at

00:37:26.016 --> 00:37:26.438
scale?

00:37:27.077 --> 00:37:27.838
I would say yes.

00:37:27.998 --> 00:37:30.742
I would say that is the best way

00:37:30.782 --> 00:37:30.842
in

00:37:36.896 --> 00:37:38.297
Simple, not easy,

00:37:38.559 --> 00:37:40.139
which is in fact why you hire someone,

00:37:40.320 --> 00:37:41.882
not necessarily me, it's not a pitch.

00:37:42.543 --> 00:37:43.764
Get someone who's good at it,

00:37:43.983 --> 00:37:44.784
likes doing it,

00:37:45.025 --> 00:37:46.626
will show up with a good attitude to

00:37:46.686 --> 00:37:47.967
learn and do it better every day.

00:37:48.309 --> 00:37:49.769
And that is my friend who I would

00:37:49.809 --> 00:37:51.552
hire to work in the attention department

00:37:51.771 --> 00:37:52.271
right next to me.

00:37:53.974 --> 00:37:56.097
So say you have somebody who's just like

00:37:56.297 --> 00:37:56.936
a clinician.

00:37:56.956 --> 00:37:59.018
They can't hire anybody or they want to

00:37:59.057 --> 00:38:00.398
start their own social media.

00:38:00.418 --> 00:38:01.719
They want to start their own Instagram.

00:38:01.778 --> 00:38:02.179
Hold on.

00:38:02.219 --> 00:38:02.559
No, no, no.

00:38:02.860 --> 00:38:03.260
Not yet.

00:38:03.679 --> 00:38:04.940
Don't you dare tell me an intervention

00:38:04.960 --> 00:38:06.061
before I know what the problem is.

00:38:06.322 --> 00:38:07.161
So let's go back to...

00:38:07.262 --> 00:38:08.663
I'm coming to you.

00:38:09.003 --> 00:38:11.023
Good.

00:38:11.103 --> 00:38:12.565
It's my New Year's resolution.

00:38:12.724 --> 00:38:14.246
I want to start social media.

00:38:14.505 --> 00:38:16.987
I want to be a PT influencer.

00:38:17.347 --> 00:38:17.666
Got it.

00:38:18.768 --> 00:38:19.847
What would you tell that person?

00:38:19.867 --> 00:38:21.268
How would you help that person start?

00:38:21.748 --> 00:38:21.969
Yeah.

00:38:22.030 --> 00:38:22.730
Why do you want to do that?

00:38:24.581 --> 00:38:28.885
this fictitious person just thinks it

00:38:28.925 --> 00:38:29.726
looks fun.

00:38:29.746 --> 00:38:30.226
Looks fun?

00:38:30.346 --> 00:38:30.525
Yeah.

00:38:30.626 --> 00:38:31.166
So I don't know.

00:38:31.206 --> 00:38:31.746
Grab a phone.

00:38:32.887 --> 00:38:35.469
What have you seen online outside of your

00:38:35.510 --> 00:38:37.371
profession that you're like,

00:38:37.570 --> 00:38:38.672
I'd like to do something like that.

00:38:38.811 --> 00:38:40.293
I'd like to do one of those videos

00:38:41.634 --> 00:38:44.096
where I'm on camera and there's a thing

00:38:44.115 --> 00:38:45.456
behind me and I'm commenting on it.

00:38:46.197 --> 00:38:46.657
Okay, great.

00:38:46.697 --> 00:38:47.177
Do that.

00:38:47.378 --> 00:38:48.039
Have you done it yet?

00:38:48.539 --> 00:38:49.719
Cost you zero dollars.

00:38:49.780 --> 00:38:51.021
You could probably Google how to do that.

00:38:51.974 --> 00:38:53.554
the next four and a half seconds and

00:38:53.574 --> 00:38:53.773
do it.

00:38:54.155 --> 00:38:54.695
Have you done it?

00:38:55.594 --> 00:38:55.875
Do it.

00:38:55.974 --> 00:38:58.175
The barrier to entry is on God.

00:38:58.215 --> 00:38:58.835
It's not low.

00:38:58.876 --> 00:39:00.235
It's on the, it's below the floor.

00:39:00.496 --> 00:39:02.237
The barrier to entry is below the floor.

00:39:03.157 --> 00:39:03.317
Well,

00:39:03.356 --> 00:39:04.356
and I don't even think it's that I

00:39:04.376 --> 00:39:05.137
think for a lot of people,

00:39:05.157 --> 00:39:06.478
it's just like this fear of getting

00:39:06.498 --> 00:39:06.878
started.

00:39:07.557 --> 00:39:08.577
And now we're talking about psychology.

00:39:09.059 --> 00:39:09.338
Okay.

00:39:09.498 --> 00:39:10.759
Why, Rebecca,

00:39:10.818 --> 00:39:13.139
why haven't you done that yet?

00:39:13.159 --> 00:39:13.320
Well,

00:39:13.340 --> 00:39:14.760
so I will tell you when I started,

00:39:14.880 --> 00:39:17.260
it was just like afraid of what other

00:39:17.280 --> 00:39:17.760
people would think.

00:39:18.396 --> 00:39:18.775
Okay.

00:39:18.795 --> 00:39:19.536
I can't help you with that.

00:39:19.556 --> 00:39:20.135
I'm very sorry.

00:39:20.155 --> 00:39:21.016
Totally.

00:39:21.056 --> 00:39:21.797
That's in your brain.

00:39:23.456 --> 00:39:23.617
Yep.

00:39:23.657 --> 00:39:24.717
Rebecca, Rebecca, Rebecca,

00:39:24.757 --> 00:39:25.237
hang on a second.

00:39:25.378 --> 00:39:27.637
So if you make a video and people

00:39:27.677 --> 00:39:29.018
don't like it,

00:39:29.398 --> 00:39:30.579
you know how the algorithms work.

00:39:30.898 --> 00:39:32.579
It's just not going to show it to

00:39:32.619 --> 00:39:33.079
more people.

00:39:33.380 --> 00:39:36.199
So you've failed in front of eleven

00:39:36.320 --> 00:39:38.561
strangers that you'll never have to look

00:39:38.601 --> 00:39:39.041
in the eye.

00:39:39.501 --> 00:39:41.262
Suddenly, what are the stakes?

00:39:41.382 --> 00:39:42.282
What's at stake here?

00:39:42.302 --> 00:39:45.182
I think it's just really like how you

00:39:45.242 --> 00:39:46.043
feel about it.

00:39:46.835 --> 00:39:51.757
I won this also this idea is like

00:39:51.777 --> 00:39:53.797
is for one person like Rebecca the

00:39:53.836 --> 00:39:55.697
fictitious person Rebecca because Rebecca

00:39:56.038 --> 00:39:57.398
now does show up regularly with

00:39:57.418 --> 00:40:00.079
communications and it has led to success I

00:40:00.099 --> 00:40:01.259
won't even talk about what your last

00:40:01.278 --> 00:40:03.239
screenshot to me via email so great job

00:40:03.278 --> 00:40:04.398
there do you remember what I'm talking

00:40:04.418 --> 00:40:06.079
about yes that means someone watched

00:40:06.119 --> 00:40:07.820
something somewhere that you did and then

00:40:07.860 --> 00:40:09.840
said I love you come work come come

00:40:10.041 --> 00:40:11.800
teach me and do your thing um

00:40:13.101 --> 00:40:15.541
This psychology at play is for individuals

00:40:15.762 --> 00:40:18.023
and companies because companies are made

00:40:18.043 --> 00:40:18.422
of people.

00:40:18.443 --> 00:40:20.143
Right.

00:40:20.163 --> 00:40:22.384
They will fail because they refuse to act.

00:40:22.523 --> 00:40:24.324
Even harder because now instead of me

00:40:24.364 --> 00:40:25.784
trying to move a speedboat,

00:40:26.244 --> 00:40:29.965
I've got to move an aircraft carrier.

00:40:29.985 --> 00:40:31.867
Companies hate this because of fear.

00:40:32.507 --> 00:40:34.067
And to tell you the truth,

00:40:34.186 --> 00:40:35.728
I feel like personally for me,

00:40:35.768 --> 00:40:37.288
it was like people that I knew well

00:40:37.327 --> 00:40:38.869
were less supportive than people I'd never

00:40:38.889 --> 00:40:39.389
met.

00:40:39.409 --> 00:40:40.128
Do you want to know why?

00:40:40.690 --> 00:40:41.494
Tell me.

00:40:41.514 --> 00:40:42.818
People want you to do well.

00:40:43.380 --> 00:40:45.367
They just don't want you to do better

00:40:45.407 --> 00:40:45.688
than them.

00:40:45.728 --> 00:40:47.554
Oh, that's not nice.

00:40:48.166 --> 00:40:48.967
It isn't.

00:40:49.487 --> 00:40:50.608
It's not on purpose.

00:40:51.208 --> 00:40:53.750
Because if we're equals, Rebecca,

00:40:54.110 --> 00:40:55.911
and next you do something tomorrow,

00:40:56.052 --> 00:40:57.253
I'm the communications guy.

00:40:57.733 --> 00:40:58.954
I'm the attention guy.

00:40:59.514 --> 00:41:01.215
If you do something on Instagram tomorrow

00:41:01.255 --> 00:41:02.677
and blow up and get a million followers,

00:41:03.057 --> 00:41:04.358
that didn't change me.

00:41:04.579 --> 00:41:06.739
But now I feel a distance between you

00:41:06.780 --> 00:41:08.782
and I. I want you to do well.

00:41:09.061 --> 00:41:10.262
I just don't want you to do better

00:41:10.282 --> 00:41:10.603
than me.

00:41:10.842 --> 00:41:13.125
I heard someone say that and holy crap,

00:41:13.284 --> 00:41:15.286
are they right?

00:41:15.427 --> 00:41:17.047
But we rise by lifting others.

00:41:17.108 --> 00:41:17.708
I'm like, why?

00:41:18.199 --> 00:41:19.501
I know, but I want to lift you.

00:41:19.561 --> 00:41:20.481
I don't want you to have to lift.

00:41:20.641 --> 00:41:21.822
I want to be, I just,

00:41:22.061 --> 00:41:23.322
we could be next to each other.

00:41:23.342 --> 00:41:25.523
You just be half a step behind.

00:41:25.623 --> 00:41:27.824
Well, and I mean, I don't know.

00:41:27.844 --> 00:41:28.005
Like,

00:41:28.085 --> 00:41:29.326
I just feel like show up for your

00:41:29.365 --> 00:41:29.686
people.

00:41:30.846 --> 00:41:31.407
I agree.

00:41:31.847 --> 00:41:34.068
And the people that consistently do who

00:41:34.168 --> 00:41:35.949
have that as part of their personality.

00:41:37.449 --> 00:41:38.289
are very happy.

00:41:38.610 --> 00:41:40.891
Sky Donovan is a perfect example of this.

00:41:41.492 --> 00:41:44.434
Sky, you remember the movie The Matrix?

00:41:45.295 --> 00:41:46.876
The bullet scene where Neo's...

00:41:47.076 --> 00:41:47.956
I just watched it with my

00:41:48.016 --> 00:41:48.536
sixteen-year-old.

00:41:49.431 --> 00:41:52.773
Sky Donovan is the person who will dodge

00:41:52.833 --> 00:41:55.255
praise like Neo dodges bullets.

00:41:56.056 --> 00:41:58.257
And while she's dodging praise,

00:41:58.717 --> 00:42:01.199
she's flinging other people into the line

00:42:01.219 --> 00:42:01.659
of fire.

00:42:01.679 --> 00:42:03.121
But here bullets in my analogy,

00:42:03.161 --> 00:42:04.402
bullets are good thing.

00:42:04.762 --> 00:42:07.583
She's trying to get other people praise

00:42:08.085 --> 00:42:09.585
and she's avoiding it like it's the

00:42:09.606 --> 00:42:09.925
plague.

00:42:11.934 --> 00:42:13.335
She is not the only person who does

00:42:13.375 --> 00:42:13.596
this.

00:42:13.715 --> 00:42:14.836
I'm just pointing it out because she's the

00:42:14.876 --> 00:42:17.579
person in my life who's constantly putting

00:42:17.639 --> 00:42:19.800
me in situations to win.

00:42:20.240 --> 00:42:21.262
Those people win big.

00:42:21.362 --> 00:42:23.903
It just takes longer and it's harder.

00:42:25.445 --> 00:42:26.786
And I hope the payoff is bigger.

00:42:27.907 --> 00:42:28.809
You can do that as a company.

00:42:28.829 --> 00:42:34.773
I just feel too like it's a scarcity

00:42:34.793 --> 00:42:35.153
mindset.

00:42:35.193 --> 00:42:36.554
And I think as a profession,

00:42:36.574 --> 00:42:38.516
we have that too.

00:42:40.273 --> 00:42:41.974
Yeah, it's not cake, but I get it.

00:42:42.034 --> 00:42:42.695
This is humans.

00:42:43.215 --> 00:42:44.577
The theory of loss aversion,

00:42:44.797 --> 00:42:50.181
where if you said you're going to run

00:42:50.202 --> 00:42:50.623
a mile,

00:42:51.643 --> 00:42:53.425
and if you get below this time,

00:42:53.445 --> 00:42:54.706
you're going to lose a hundred dollars.

00:42:55.708 --> 00:42:56.809
Sorry, if you get above this time,

00:42:56.829 --> 00:42:57.789
you're going to lose a hundred dollars.

00:42:58.010 --> 00:42:58.849
If you get below this time,

00:42:58.871 --> 00:42:59.811
you're going to make a hundred dollars.

00:43:01.273 --> 00:43:02.414
According to psychology,

00:43:02.434 --> 00:43:03.894
and from my lame understanding of

00:43:03.934 --> 00:43:04.534
psychology,

00:43:04.735 --> 00:43:07.898
people will run faster to not lose the

00:43:08.038 --> 00:43:09.318
one hundred dollars they already have in

00:43:09.338 --> 00:43:12.461
their bank account versus win the hundred

00:43:12.481 --> 00:43:15.985
dollars that they don't have yet.

00:43:16.005 --> 00:43:18.666
That is called loss aversion.

00:43:18.706 --> 00:43:22.130
People are more apt to be afraid and

00:43:22.550 --> 00:43:22.971
act.

00:43:24.030 --> 00:43:25.052
This is where people will be like, well,

00:43:25.072 --> 00:43:26.393
your marketing is fear mongering.

00:43:26.452 --> 00:43:27.034
I'm like, no,

00:43:27.414 --> 00:43:29.416
that ad is playing on loss aversion.

00:43:32.791 --> 00:43:34.293
oh gosh oh lord that it is very

00:43:34.353 --> 00:43:36.675
powerful which is why you see a lot

00:43:36.735 --> 00:43:38.396
of like you can you could write the

00:43:38.436 --> 00:43:40.458
same ad or message this goes across

00:43:40.518 --> 00:43:43.181
anything you write the same ad or message

00:43:43.302 --> 00:43:45.623
two different ways one showing somebody

00:43:45.664 --> 00:43:49.108
how we one showing something how we we

00:43:49.148 --> 00:43:51.050
can save legislators money

00:43:52.907 --> 00:43:54.809
I will bring you money or prevent loss.

00:43:55.070 --> 00:43:57.291
The prevent loss angle works better

00:43:57.431 --> 00:43:59.534
because we're big dumb animals and loss

00:43:59.554 --> 00:44:00.474
aversion is a thing.

00:44:01.536 --> 00:44:03.297
A lot of the titles of my episodes

00:44:03.418 --> 00:44:04.798
are based on loss aversion.

00:44:05.739 --> 00:44:08.862
Subscribe and never miss an episode.

00:44:10.324 --> 00:44:11.346
You mean if I don't do it,

00:44:11.405 --> 00:44:12.347
I'm going to miss something?

00:44:12.907 --> 00:44:13.288
Yes.

00:44:14.288 --> 00:44:14.648
Click, click.

00:44:15.989 --> 00:44:16.771
We're big dumb animals.

00:44:18.342 --> 00:44:18.442
Like,

00:44:18.461 --> 00:44:22.945
I don't want to lose this line of

00:44:22.965 --> 00:44:23.125
business,

00:44:23.144 --> 00:44:24.106
so I'm not going to try this new

00:44:24.126 --> 00:44:24.226
thing.

00:44:24.246 --> 00:44:24.405
Correct.

00:44:24.425 --> 00:44:28.188
Loss aversion is terribly powerful.

00:44:28.248 --> 00:44:29.570
It's never taught to us.

00:44:30.150 --> 00:44:31.530
We just know.

00:44:31.891 --> 00:44:33.072
That's when you know it's part of the

00:44:33.213 --> 00:44:34.634
operating system.

00:44:35.173 --> 00:44:36.175
That's what you key in on.

00:44:36.195 --> 00:44:40.277
Ew.

00:44:40.297 --> 00:44:42.438
You don't have to fearmonger to use this

00:44:42.498 --> 00:44:43.039
for good.

00:44:43.360 --> 00:44:44.681
Look at all the clickbait.

00:44:48.047 --> 00:44:50.827
See which star had a wardrobe malfunction

00:44:50.847 --> 00:44:51.288
tomorrow.

00:44:51.407 --> 00:44:52.128
I have to know.

00:44:52.489 --> 00:44:53.528
Well, if you scroll past,

00:44:53.548 --> 00:44:55.869
you're going to lose the opportunity to

00:44:55.909 --> 00:44:56.150
know.

00:44:56.791 --> 00:44:58.391
It's baked into the cake.

00:44:59.092 --> 00:45:00.251
But we as providers,

00:45:00.371 --> 00:45:02.253
we as healthcare people, we are good.

00:45:02.652 --> 00:45:03.813
And I'm going to tell you all about

00:45:03.833 --> 00:45:04.853
the things that you'll get.

00:45:05.313 --> 00:45:07.074
Tell me about the things that I will

00:45:07.155 --> 00:45:07.856
lose.

00:45:08.936 --> 00:45:10.617
Well, you can still lift your grandkids.

00:45:12.048 --> 00:45:12.909
If you don't do this,

00:45:13.010 --> 00:45:16.195
you'll never lift your grandchild out of

00:45:16.235 --> 00:45:17.896
their high chair again.

00:45:18.918 --> 00:45:21.121
Same idea, different messaging,

00:45:21.663 --> 00:45:24.266
different emotions, different results.

00:45:24.990 --> 00:45:25.090
Well,

00:45:25.130 --> 00:45:26.472
it does work because I tell you what,

00:45:26.532 --> 00:45:29.293
I did hear that quote that they say

00:45:29.333 --> 00:45:30.594
that you'll pick up your child for the

00:45:30.635 --> 00:45:31.594
last time and you won't know.

00:45:31.614 --> 00:45:32.775
And you've been lifting your damn kids

00:45:32.815 --> 00:45:33.896
every damn day.

00:45:34.097 --> 00:45:34.237
Oh,

00:45:34.436 --> 00:45:37.179
I still pick up my sixteen-year-old and my

00:45:37.219 --> 00:45:38.840
fourteen-year-old and I carry them as far

00:45:38.860 --> 00:45:39.900
as I can just to make sure that

00:45:39.960 --> 00:45:40.742
I can still do it.

00:45:40.802 --> 00:45:41.762
I even pick up my husband just to

00:45:41.782 --> 00:45:43.704
make sure that I can do it.

00:45:43.724 --> 00:45:44.423
So it works.

00:45:45.045 --> 00:45:46.646
I don't want to lose that.

00:45:47.246 --> 00:45:48.746
I saw two kids that I grew up

00:45:48.786 --> 00:45:49.887
on the same street with.

00:45:51.523 --> 00:45:52.342
And now that I live back in my

00:45:52.362 --> 00:45:53.983
hometown, as of last two, three years,

00:45:54.623 --> 00:45:55.824
I ran into these two brothers.

00:45:56.045 --> 00:45:59.706
They're the same age as me and my

00:45:59.726 --> 00:46:00.005
brother.

00:46:00.065 --> 00:46:00.806
So like mirrors.

00:46:00.925 --> 00:46:02.166
So I played baseball with the older

00:46:02.186 --> 00:46:03.266
brother and my younger brother.

00:46:03.887 --> 00:46:05.027
And I ran into these two brothers.

00:46:05.447 --> 00:46:07.327
And I remember that line that was similar

00:46:07.347 --> 00:46:08.148
because I don't have kids.

00:46:08.188 --> 00:46:09.548
But that line is like you and your

00:46:09.588 --> 00:46:12.389
friends from your neighborhood all went

00:46:12.449 --> 00:46:14.291
home after playing together at the last

00:46:14.331 --> 00:46:14.530
time.

00:46:14.570 --> 00:46:15.490
He just never knew it.

00:46:16.322 --> 00:46:18.264
Because we do street hockey, kickball,

00:46:18.324 --> 00:46:19.023
wiffle ball, whatever.

00:46:19.204 --> 00:46:20.405
It wasn't even a question.

00:46:20.445 --> 00:46:21.625
It was every day in the summer.

00:46:21.664 --> 00:46:23.846
Until one day, it wasn't ever again.

00:46:25.166 --> 00:46:26.126
That is two things.

00:46:26.387 --> 00:46:28.208
That's loss and nostalgia.

00:46:29.449 --> 00:46:29.809
Now,

00:46:29.849 --> 00:46:31.429
what could you sell for loss and

00:46:31.469 --> 00:46:32.130
nostalgia?

00:46:32.570 --> 00:46:34.351
I bought an app over the Christmas break

00:46:34.731 --> 00:46:35.871
called PhotoMine.

00:46:36.411 --> 00:46:38.353
It takes all those photos and I barely

00:46:38.393 --> 00:46:41.333
snap a picture and it crops it and

00:46:41.693 --> 00:46:42.994
judges it, digitize it,

00:46:43.255 --> 00:46:44.695
and puts it in a lockbox that I'll

00:46:44.755 --> 00:46:45.315
never lose.

00:46:45.976 --> 00:46:47.978
Yeah, that was worth sixty bucks.

00:46:48.177 --> 00:46:49.219
Yeah, it is.

00:46:49.239 --> 00:46:50.480
They didn't sell me photos.

00:46:50.619 --> 00:46:52.240
They sold me loss.

00:46:53.041 --> 00:46:54.603
If you wait on that photo,

00:46:54.623 --> 00:46:56.324
it's going to get moldy and you'll never

00:46:56.364 --> 00:46:57.545
have that memory again.

00:46:57.905 --> 00:47:00.248
So it's loss and nostalgia.

00:47:00.487 --> 00:47:03.831
Two very powerful emotions.

00:47:03.911 --> 00:47:04.070
Well,

00:47:04.291 --> 00:47:06.193
the nostalgia thing is so real because all

00:47:06.233 --> 00:47:07.994
the nineties fashion and things that are

00:47:08.094 --> 00:47:09.034
out again right now,

00:47:09.114 --> 00:47:10.416
except I have adult money.

00:47:11.016 --> 00:47:12.518
Do you know how much adult money I'd

00:47:12.538 --> 00:47:14.179
be spending on nineties nostalgia?

00:47:15.050 --> 00:47:16.251
which is why you,

00:47:16.271 --> 00:47:18.233
my business idea over Christmas might've

00:47:18.253 --> 00:47:21.474
had a half a bottle of Chardonnay was

00:47:21.775 --> 00:47:23.175
I want to do an ice cream.

00:47:23.195 --> 00:47:25.536
I want a fleet of ice cream trucks.

00:47:27.757 --> 00:47:30.519
You hire me when you have a moment,

00:47:31.260 --> 00:47:33.601
your kid's birthday party, your birthday,

00:47:35.222 --> 00:47:36.202
a graduation,

00:47:36.543 --> 00:47:38.224
a confirmation or a communion.

00:47:38.684 --> 00:47:38.965
Okay.

00:47:39.085 --> 00:47:39.704
Ice cream truck.

00:47:39.726 --> 00:47:40.585
But what are we doing for?

00:47:40.626 --> 00:47:41.507
Where are we?

00:47:41.527 --> 00:47:43.288
Am I solving an ice cream problem?

00:47:44.474 --> 00:47:45.474
Solving a fun problem.

00:47:45.715 --> 00:47:47.275
I roll up and I make the math

00:47:47.315 --> 00:47:47.675
simple.

00:47:48.097 --> 00:47:49.777
One price, three hours,

00:47:50.177 --> 00:47:52.539
all the ice cream your guests can eat.

00:47:52.679 --> 00:47:54.081
Up to and including this amount.

00:47:54.221 --> 00:47:55.442
Like there's got to be a cap, right?

00:47:55.922 --> 00:47:57.242
But also for the adults,

00:47:57.684 --> 00:48:00.585
we're going to do some like froses, right?

00:48:00.726 --> 00:48:02.186
I'll have a couple of blenders in there

00:48:02.206 --> 00:48:03.688
with some roses and whatever.

00:48:05.342 --> 00:48:07.182
I'll have the cornhole boards that I kick

00:48:07.242 --> 00:48:07.382
out.

00:48:07.603 --> 00:48:08.364
I might roll around.

00:48:08.744 --> 00:48:10.224
We've got some places around here that

00:48:10.264 --> 00:48:10.885
have llamas.

00:48:11.166 --> 00:48:12.065
I'm going to roll up with a petting

00:48:12.085 --> 00:48:12.286
zoo.

00:48:12.827 --> 00:48:13.827
All these are upsells.

00:48:14.347 --> 00:48:15.708
But you don't sell ice cream out of

00:48:15.728 --> 00:48:16.168
a truck.

00:48:16.409 --> 00:48:17.389
That's a transaction.

00:48:17.909 --> 00:48:19.010
I want to sell a transformation.

00:48:19.030 --> 00:48:20.592
I'm going to turn your backyard into a

00:48:20.632 --> 00:48:20.911
party.

00:48:21.251 --> 00:48:22.512
Take your nineties nostalgia.

00:48:24.460 --> 00:48:27.342
Dude, call yourself the Max.

00:48:27.782 --> 00:48:30.023
We bring the Max from Saved by the

00:48:30.063 --> 00:48:31.402
Bell to your house.

00:48:31.623 --> 00:48:34.644
We come in and we throw up nineties

00:48:34.684 --> 00:48:36.326
kitsch all over your house.

00:48:37.326 --> 00:48:37.846
There it is.

00:48:38.786 --> 00:48:40.527
We've got the friends frame around your

00:48:40.567 --> 00:48:40.847
door,

00:48:40.967 --> 00:48:43.108
around the little thing you look through

00:48:43.128 --> 00:48:43.768
in your front door.

00:48:44.108 --> 00:48:44.889
We've got everything.

00:48:45.510 --> 00:48:46.269
Everything.

00:48:46.289 --> 00:48:48.451
The music we're playing, nineties music.

00:48:48.990 --> 00:48:50.871
You're not solving for that because you

00:48:50.891 --> 00:48:51.853
could do that yourself.

00:48:52.213 --> 00:48:53.293
But I'm going to be able to do

00:48:53.313 --> 00:48:55.255
it at scale for less than you.

00:48:55.594 --> 00:48:56.434
And you're not going to have to do

00:48:56.454 --> 00:48:57.695
anything except swipe your card right

00:48:57.715 --> 00:48:57.835
here.

00:48:57.856 --> 00:48:58.476
Well,

00:48:58.496 --> 00:49:02.559
and I love doing things by credit card.

00:49:02.599 --> 00:49:03.719
If in twenty twenty six,

00:49:03.858 --> 00:49:05.920
we started this episode off by saying what

00:49:05.960 --> 00:49:07.161
people are leaving behind.

00:49:07.922 --> 00:49:08.882
I got to be honest.

00:49:08.942 --> 00:49:09.963
And I'm not in the day to day

00:49:10.003 --> 00:49:11.083
operations of things.

00:49:11.784 --> 00:49:12.164
I'm not.

00:49:12.583 --> 00:49:14.505
But if I can't schedule an appointment

00:49:14.545 --> 00:49:14.846
with you.

00:49:15.916 --> 00:49:18.317
on my phone in three clicks or less,

00:49:19.398 --> 00:49:21.619
you are bleeding money.

00:49:22.860 --> 00:49:24.219
I don't get paid by an EHR or

00:49:24.239 --> 00:49:25.081
any of those tech companies.

00:49:25.380 --> 00:49:26.702
If you can't do it in three steps

00:49:26.942 --> 00:49:28.922
or less, bleeding money.

00:49:29.382 --> 00:49:30.483
And, and,

00:49:30.684 --> 00:49:34.905
and one of the steps can't be go

00:49:34.965 --> 00:49:36.867
into your pocket and give me a number

00:49:36.887 --> 00:49:39.507
that you don't have memorized.

00:49:39.887 --> 00:49:40.588
Why do I look...

00:49:40.829 --> 00:49:42.849
I find things on Amazon from a video...

00:49:43.980 --> 00:49:44.521
Sorry, sorry, sorry, sorry.

00:49:44.840 --> 00:49:46.961
I find things on Instagram in a video

00:49:47.202 --> 00:49:48.322
and it says shop here.

00:49:48.402 --> 00:49:50.364
If it takes me to your website and

00:49:50.425 --> 00:49:52.106
you don't have my information saved,

00:49:52.405 --> 00:49:54.507
what I'm going to do next is remember

00:49:54.547 --> 00:49:55.407
the name of your company,

00:49:55.748 --> 00:49:57.849
go to Amazon and search to see if

00:49:57.889 --> 00:49:58.329
I can buy.

00:49:58.590 --> 00:49:58.931
Why?

00:49:59.231 --> 00:50:01.092
I'll even pay a little more because I

00:50:01.112 --> 00:50:02.273
don't want to take the card out of

00:50:02.313 --> 00:50:02.833
my pocket.

00:50:03.494 --> 00:50:04.954
I don't trust you with my information.

00:50:05.835 --> 00:50:07.755
Even more basic than trust you,

00:50:08.036 --> 00:50:09.117
I don't want to have to walk across

00:50:09.157 --> 00:50:09.818
the room to get it.

00:50:10.498 --> 00:50:14.260
And if you think I'm being ridiculous and

00:50:14.280 --> 00:50:17.282
that people wouldn't lose sales over this,

00:50:17.922 --> 00:50:18.621
I'm right.

00:50:19.083 --> 00:50:19.943
You're wrong.

00:50:20.583 --> 00:50:21.543
Fight me.

00:50:21.684 --> 00:50:22.063
I'm right.

00:50:22.483 --> 00:50:23.505
I get those emails that are like,

00:50:23.545 --> 00:50:24.405
are you still shopping?

00:50:24.686 --> 00:50:25.826
Like you abandoned your cart.

00:50:28.588 --> 00:50:28.748
So...

00:50:31.099 --> 00:50:32.039
I don't, I don't know.

00:50:32.840 --> 00:50:34.742
So understand emotional,

00:50:34.802 --> 00:50:36.182
psychological drivers.

00:50:36.842 --> 00:50:38.563
And if you're, so back to you, Rebecca,

00:50:38.583 --> 00:50:40.385
who wants to be an influencer tomorrow,

00:50:40.545 --> 00:50:41.746
I would say if you were,

00:50:42.027 --> 00:50:43.246
if in ninety days,

00:50:43.527 --> 00:50:44.487
if we were to work together,

00:50:44.969 --> 00:50:47.269
you would be known for one thing on

00:50:47.289 --> 00:50:48.010
the interwebs.

00:50:48.610 --> 00:50:50.251
What would it be?

00:50:50.331 --> 00:50:51.592
And I don't care what your answer is.

00:50:51.733 --> 00:50:52.713
Whatever the answer is,

00:50:52.733 --> 00:50:54.335
we work backwards from that because that's

00:50:54.355 --> 00:50:54.715
the goal.

00:50:56.617 --> 00:50:57.916
Because you can't be known for fifty

00:50:57.936 --> 00:50:58.318
things.

00:50:58.617 --> 00:50:59.898
Not, not at first.

00:51:00.719 --> 00:51:01.679
Well, I think that's the problem.

00:51:01.780 --> 00:51:04.804
A lot of people don't know what that

00:51:04.824 --> 00:51:05.324
thing is.

00:51:05.364 --> 00:51:06.144
No one can help you.

00:51:08.327 --> 00:51:09.527
Then you need to be a very good

00:51:09.568 --> 00:51:10.869
dancer or be very pretty.

00:51:11.210 --> 00:51:12.331
Because you could be known for being a

00:51:12.351 --> 00:51:13.853
very good dancer or being very pretty.

00:51:14.693 --> 00:51:15.655
I can't be known for either.

00:51:15.675 --> 00:51:16.155
Yeah.

00:51:16.175 --> 00:51:17.916
I'm going to need to level up.

00:51:17.956 --> 00:51:21.681
I have good hair, but I can't dance.

00:51:22.344 --> 00:51:24.106
So we started this episode off by saying,

00:51:24.126 --> 00:51:25.487
here are the things I'm leaving behind in

00:51:25.527 --> 00:51:26.228
twenty twenty five.

00:51:26.248 --> 00:51:27.230
We got nine minutes left.

00:51:27.630 --> 00:51:28.711
What are the things you want to bring

00:51:28.911 --> 00:51:30.695
into your life in twenty twenty six?

00:51:31.795 --> 00:51:33.679
What are the bad ad parts?

00:51:34.159 --> 00:51:34.659
Well, gosh,

00:51:34.760 --> 00:51:36.001
I think I need to be the person

00:51:36.021 --> 00:51:37.643
that runs for the hundred dollars.

00:51:38.880 --> 00:51:40.940
run for the hundred dollars instead of

00:51:41.001 --> 00:51:43.541
running to not lose a hundred yes at

00:51:43.581 --> 00:51:44.963
the end of the run you still have

00:51:45.023 --> 00:51:46.503
this well no you would have more you

00:51:46.523 --> 00:51:47.565
would have a hundred more dollars that's

00:51:47.605 --> 00:51:49.666
where my math goes wrong but how much

00:51:49.706 --> 00:51:50.985
of your life is spent just trying to

00:51:51.025 --> 00:51:53.126
not lose stuff versus going for the level

00:51:53.188 --> 00:51:54.768
up thing yeah i think i need to

00:51:54.788 --> 00:51:56.329
do that and then the other thing my

00:51:56.349 --> 00:51:57.809
business coach she sent me a voicemail and

00:51:57.829 --> 00:51:59.791
she's like you have this really good skill

00:52:00.331 --> 00:52:02.052
of like doing all these really great

00:52:02.132 --> 00:52:05.373
things and then making it not bad

00:52:06.208 --> 00:52:07.809
What does that mean, making it not that?

00:52:08.070 --> 00:52:08.510
She's like,

00:52:08.670 --> 00:52:09.889
you do these really great things,

00:52:09.989 --> 00:52:10.831
and then you're like, oh,

00:52:10.851 --> 00:52:11.170
that was nothing.

00:52:11.190 --> 00:52:13.492
So minimizing what I've done.

00:52:15.271 --> 00:52:16.072
Don't minimize, yeah.

00:52:16.092 --> 00:52:19.474
And she's like, you make it into nothing.

00:52:19.494 --> 00:52:19.974
Don't do that.

00:52:19.994 --> 00:52:20.753
You are a wizard.

00:52:20.813 --> 00:52:22.074
You don't have to maximize.

00:52:22.094 --> 00:52:23.054
You don't have to make it look like

00:52:23.074 --> 00:52:23.896
it's something it's not.

00:52:23.916 --> 00:52:25.996
But yeah, I had someone,

00:52:26.036 --> 00:52:27.336
Sky Donovan pulled me aside,

00:52:27.356 --> 00:52:27.717
and he's like,

00:52:28.056 --> 00:52:29.898
you tell people that what you're doing is

00:52:29.938 --> 00:52:30.958
super easy a lot.

00:52:30.998 --> 00:52:31.637
And I was like, it is.

00:52:31.677 --> 00:52:32.579
And she goes, yeah, to you.

00:52:33.579 --> 00:52:35.021
I've got a buddy who's an auto mechanic

00:52:35.081 --> 00:52:37.563
and him doing something under a hood is

00:52:37.603 --> 00:52:38.284
very easy to him.

00:52:38.344 --> 00:52:41.166
To me, it's magic.

00:52:41.286 --> 00:52:42.206
I'm like, I don't know what you did.

00:52:42.407 --> 00:52:43.108
You opened a thing.

00:52:43.327 --> 00:52:44.329
You looked at a bunch of things that

00:52:44.349 --> 00:52:45.289
look like spaghetti to me.

00:52:45.449 --> 00:52:47.552
And you were like, blah, blah, blah.

00:52:47.612 --> 00:52:49.393
And I'm like, what did you do?

00:52:49.454 --> 00:52:50.494
And he's like, no, it's super easy.

00:52:50.554 --> 00:52:50.795
Yes,

00:52:50.835 --> 00:52:52.916
because you spent seventeen years under

00:52:52.976 --> 00:52:53.277
hoods.

00:52:53.992 --> 00:52:54.193
Yes.

00:52:54.393 --> 00:52:56.373
So I also think I just have this

00:52:56.474 --> 00:52:58.173
like long standing habit of minimizing

00:52:58.213 --> 00:52:59.173
anything that I've done.

00:52:59.713 --> 00:53:00.715
I feel like I don't make a big

00:53:00.735 --> 00:53:02.034
deal out of it, but otherwise,

00:53:02.195 --> 00:53:03.855
so I need to leave that behind.

00:53:03.974 --> 00:53:05.295
I'm bringing that energy into like

00:53:05.376 --> 00:53:10.797
celebration energy and like, I don't know,

00:53:10.817 --> 00:53:11.416
being present.

00:53:12.777 --> 00:53:13.557
Being present is good.

00:53:13.577 --> 00:53:18.239
I think so.

00:53:18.498 --> 00:53:19.458
I'm going to ask more.

00:53:20.840 --> 00:53:21.159
Okay.

00:53:21.179 --> 00:53:22.159
Which is I,

00:53:23.822 --> 00:53:26.603
talk on this podcast or live stream,

00:53:26.643 --> 00:53:27.543
whatever it might be.

00:53:28.543 --> 00:53:30.045
I'm going to be more obvious and more

00:53:30.065 --> 00:53:30.445
direct.

00:53:31.065 --> 00:53:32.385
Hey, I see what you're doing.

00:53:32.625 --> 00:53:33.824
I think if we worked together,

00:53:34.405 --> 00:53:35.806
I could actually cause you to go from

00:53:35.865 --> 00:53:36.326
here to here.

00:53:37.045 --> 00:53:38.646
Do you want to find out?

00:53:42.728 --> 00:53:45.628
Would that conversation potentially cause

00:53:45.648 --> 00:53:47.188
you from losing something you've already

00:53:47.228 --> 00:53:47.469
gotten?

00:53:48.393 --> 00:53:49.213
Why I lose momentum.

00:53:49.614 --> 00:53:50.293
Thirty minutes?

00:53:50.494 --> 00:53:51.793
I might be completely wrong for this.

00:53:51.813 --> 00:53:52.574
I might be wrong.

00:53:53.195 --> 00:53:53.914
But what if I'm not?

00:53:54.936 --> 00:53:55.376
And you didn't...

00:53:56.215 --> 00:53:57.496
Would that be worth thirty minutes to

00:53:58.336 --> 00:54:00.277
potentially not lose a successful idea?

00:54:01.217 --> 00:54:02.498
And I've got a lot of conversations.

00:54:02.579 --> 00:54:03.639
I've been doing that for the last few

00:54:03.699 --> 00:54:04.119
weeks.

00:54:04.599 --> 00:54:06.001
I've just decided to go on offense and

00:54:06.021 --> 00:54:06.760
not defense.

00:54:07.320 --> 00:54:07.701
There it is.

00:54:07.940 --> 00:54:08.501
That's the answer.

00:54:09.802 --> 00:54:10.822
I said this two years ago.

00:54:11.422 --> 00:54:12.902
And I'm pretty sure I said it because

00:54:12.943 --> 00:54:14.123
I heard someone else say a better version

00:54:14.143 --> 00:54:15.724
of it, which is innovators play offense,

00:54:15.844 --> 00:54:16.284
not defense.

00:54:18.137 --> 00:54:19.016
You cannot innovate.

00:54:19.036 --> 00:54:21.898
You cannot defend your way to innovation.

00:54:21.918 --> 00:54:22.818
That's like shoveling.

00:54:23.739 --> 00:54:25.438
It's like trying to save your beach house

00:54:25.759 --> 00:54:28.059
by just going into the ocean and taking

00:54:28.099 --> 00:54:29.619
the sand and bringing it back up the

00:54:30.000 --> 00:54:30.159
hill.

00:54:30.199 --> 00:54:30.440
I'm like,

00:54:30.481 --> 00:54:31.481
you got to go way out into the

00:54:31.561 --> 00:54:31.780
ocean.

00:54:32.201 --> 00:54:33.221
You got to bring something else in.

00:54:33.880 --> 00:54:35.581
Innovators play offense, not defense.

00:54:36.860 --> 00:54:38.380
So I'm not going to wait for someone

00:54:38.440 --> 00:54:40.543
to spot and recognize my brilliance.

00:54:40.722 --> 00:54:42.284
I don't think I have anything that's

00:54:42.344 --> 00:54:44.565
necessarily special or for the next

00:54:44.606 --> 00:54:44.945
person.

00:54:45.306 --> 00:54:47.268
I'm going to come show you how me

00:54:47.307 --> 00:54:50.130
plus you equals better than just you.

00:54:50.170 --> 00:54:51.891
But can we talk about how that's like

00:54:51.911 --> 00:54:53.492
an amazing analogy for the physical

00:54:53.512 --> 00:54:54.353
therapy profession?

00:54:54.373 --> 00:54:56.235
Because we keep saying people don't know

00:54:56.255 --> 00:54:56.795
what we do.

00:54:56.815 --> 00:54:58.637
I'm going to stop waiting for people to

00:54:58.677 --> 00:55:00.057
come find me and show them what I'm

00:55:00.077 --> 00:55:00.539
good at.

00:55:01.268 --> 00:55:03.851
Are you in the tell business or are

00:55:03.891 --> 00:55:05.112
you in show business?

00:55:05.273 --> 00:55:06.253
I got to be honest.

00:55:09.876 --> 00:55:11.237
You got to show me before I'll ever

00:55:11.257 --> 00:55:11.818
listen to you.

00:55:12.659 --> 00:55:13.619
Yeah.

00:55:13.639 --> 00:55:14.661
You got to show before you tell.

00:55:14.681 --> 00:55:16.101
If you think about show and tell when

00:55:16.121 --> 00:55:17.182
you're in kindergarten and you brought

00:55:17.202 --> 00:55:17.782
show and tell thing,

00:55:17.822 --> 00:55:19.264
and if you just held your like little

00:55:19.304 --> 00:55:20.925
mud ball up in front of people and

00:55:20.965 --> 00:55:22.027
you showed them the mud ball,

00:55:22.047 --> 00:55:23.467
but you didn't give them any context as

00:55:23.487 --> 00:55:24.889
to why this was the most amazing mud

00:55:24.929 --> 00:55:26.670
pie on the history of mud pies.

00:55:26.690 --> 00:55:27.931
Telling them without the mud ball.

00:55:28.431 --> 00:55:28.853
It's boring.

00:55:30.117 --> 00:55:31.619
Why do kids, when I go meet,

00:55:31.938 --> 00:55:32.679
when I like go to,

00:55:32.740 --> 00:55:33.961
if I flew to your house,

00:55:34.061 --> 00:55:34.983
your kids might be too old.

00:55:35.023 --> 00:55:36.585
But like, if I was, you were like,

00:55:36.606 --> 00:55:37.266
this is my friend, Jimmy.

00:55:37.387 --> 00:55:38.108
Like for some reason,

00:55:38.128 --> 00:55:41.152
like five to nine year olds are like,

00:55:41.172 --> 00:55:41.813
do you want to see my room?

00:55:43.114 --> 00:55:43.313
Well, yeah.

00:55:43.333 --> 00:55:44.394
Why don't you just tell me about your

00:55:44.414 --> 00:55:44.894
room from here?

00:55:45.155 --> 00:55:45.675
Oh, it's a room.

00:55:45.775 --> 00:55:46.295
Let me take a guess.

00:55:46.315 --> 00:55:47.436
It's got a bed and a desk and

00:55:47.456 --> 00:55:48.297
some stuff on the wall.

00:55:48.637 --> 00:55:49.418
They want to show you.

00:55:50.097 --> 00:55:50.398
Why?

00:55:50.838 --> 00:55:52.659
Because you learn faster that way.

00:55:52.679 --> 00:55:53.599
It's a deeper, it's a,

00:55:53.780 --> 00:55:56.961
it's tell me a story is one thing,

00:55:57.362 --> 00:56:00.083
but like really show me the story.

00:56:00.384 --> 00:56:01.023
Like, you know how to,

00:56:01.304 --> 00:56:03.385
you could just read the book or when

00:56:03.405 --> 00:56:04.405
you do the voices,

00:56:04.545 --> 00:56:05.686
there's a difference between telling and

00:56:05.726 --> 00:56:06.007
showing.

00:56:06.186 --> 00:56:06.487
I'm sorry.

00:56:06.507 --> 00:56:06.827
There just is.

00:56:06.847 --> 00:56:06.927
Yeah.

00:56:06.947 --> 00:56:08.748
The voices are obvious.

00:56:08.768 --> 00:56:10.469
Tell me a story is boring.

00:56:11.273 --> 00:56:12.634
But when you can put depth to it,

00:56:13.333 --> 00:56:14.715
if it was just about the words on

00:56:14.735 --> 00:56:16.155
the paper, that's a miss.

00:56:16.974 --> 00:56:20.755
It's about when Tolkien describes what

00:56:20.916 --> 00:56:22.117
Middle Earth looks like.

00:56:23.036 --> 00:56:24.197
That guy was nuts.

00:56:25.097 --> 00:56:26.978
He had backstories of characters you

00:56:27.038 --> 00:56:27.838
barely ran into.

00:56:29.217 --> 00:56:31.599
But that's why he created an entire world

00:56:31.818 --> 00:56:32.378
of stuff.

00:56:32.398 --> 00:56:32.739
Yeah,

00:56:32.759 --> 00:56:36.119
I never made it through any of that.

00:56:36.139 --> 00:56:36.639
That's okay.

00:56:37.039 --> 00:56:38.300
What was your deep thing?

00:56:40.201 --> 00:56:40.860
Stranger things?

00:56:42.739 --> 00:56:44.920
I just finished the West wing.

00:56:44.940 --> 00:56:45.561
That's a story.

00:56:47.583 --> 00:56:48.623
Yeah.

00:56:48.784 --> 00:56:48.903
Yeah.

00:56:49.384 --> 00:56:49.565
All right.

00:56:49.585 --> 00:56:50.125
Uh, parting shot.

00:56:50.164 --> 00:56:50.525
What do you got?

00:56:50.545 --> 00:56:53.847
I think you have to go first today.

00:56:53.867 --> 00:56:54.909
Parting shot is I'm going to go on

00:56:54.969 --> 00:56:55.409
offense.

00:56:55.528 --> 00:56:56.829
I think innovators play offense.

00:56:57.110 --> 00:56:58.371
I'm not going to wait around in,

00:56:58.492 --> 00:56:59.492
in twenty twenty six.

00:57:00.333 --> 00:57:01.153
You'll like this too.

00:57:01.213 --> 00:57:02.034
I bought a calendar.

00:57:02.054 --> 00:57:03.356
I talked about this in my last episode.

00:57:04.317 --> 00:57:07.579
I bought this called the big ass calendar.

00:57:07.719 --> 00:57:09.101
It's quite literally just a big dry erase

00:57:09.121 --> 00:57:09.460
calendar.

00:57:10.525 --> 00:57:11.867
but I'm like, I'm very visual.

00:57:12.007 --> 00:57:13.327
And if I write it down now,

00:57:13.367 --> 00:57:15.168
I've got to work backwards from now to

00:57:15.208 --> 00:57:16.168
then to get it done.

00:57:16.289 --> 00:57:16.889
So I'll do,

00:57:17.509 --> 00:57:18.730
I'm going to do another triathlon this

00:57:18.750 --> 00:57:18.989
year.

00:57:19.150 --> 00:57:20.210
I have been sitting on the bench for

00:57:20.230 --> 00:57:21.510
a couple of years, a couple of years.

00:57:21.650 --> 00:57:22.030
Fuck that.

00:57:22.110 --> 00:57:22.692
I'm a triathlete.

00:57:22.711 --> 00:57:23.431
It's part of my identity.

00:57:24.652 --> 00:57:27.134
So this sort of calendar is a forty

00:57:27.153 --> 00:57:28.074
four dollar purchase.

00:57:28.094 --> 00:57:29.215
It's not.

00:57:30.894 --> 00:57:31.516
But if I use it,

00:57:31.536 --> 00:57:33.556
it's a tool to get something way more

00:57:33.597 --> 00:57:33.757
money,

00:57:33.856 --> 00:57:35.938
way worth way more than a forty four

00:57:35.978 --> 00:57:36.637
dollar calendar.

00:57:36.958 --> 00:57:38.639
So innovators play offense is my parting

00:57:38.679 --> 00:57:38.838
shot.

00:57:40.199 --> 00:57:40.378
Okay,

00:57:40.458 --> 00:57:42.360
I think mine is that I am going

00:57:42.380 --> 00:57:45.023
to just go for it.

00:57:45.063 --> 00:57:46.005
What is it?

00:57:46.045 --> 00:57:46.865
We're going for it.

00:57:47.286 --> 00:57:47.827
What's it?

00:57:47.907 --> 00:57:48.987
How do we know what we've got there?

00:57:49.568 --> 00:57:50.829
I just think whatever it is.

00:57:51.590 --> 00:57:52.751
Because I saw a thing that was like,

00:57:52.771 --> 00:57:53.512
if you can't get out of it,

00:57:53.532 --> 00:57:54.052
get into it.

00:57:54.112 --> 00:57:54.974
I'm going to get into it.

00:57:55.014 --> 00:57:55.614
Whatever it is,

00:57:55.673 --> 00:57:56.394
I'm going to get into it.

00:57:56.414 --> 00:57:57.096
All right.

00:57:57.755 --> 00:57:58.637
If people want to reach you?

00:57:59.597 --> 00:58:03.181
The EDDPT on all socials or eddpt.com.

00:58:03.853 --> 00:58:04.293
All right, kids.

00:58:05.974 --> 00:58:07.175
We'll have a better name for the live

00:58:07.215 --> 00:58:08.496
stream recurring.

00:58:08.516 --> 00:58:09.416
I feel like books and stuff.

00:58:09.478 --> 00:58:10.438
We haven't, we can talk about a book.

00:58:13.320 --> 00:58:14.800
Maybe, maybe stuff is actually,

00:58:14.840 --> 00:58:15.681
it's more ambiguous,

00:58:15.721 --> 00:58:16.581
but it's more interesting.

00:58:18.702 --> 00:58:19.224
Stuff and things.

00:58:19.244 --> 00:58:19.804
Stuff and things.

00:58:19.824 --> 00:58:20.143
All right.

00:58:20.184 --> 00:58:20.945
We'll workshop it.

00:58:21.005 --> 00:58:22.065
Rebecca Griffith, the EDDPT.

00:58:22.085 --> 00:58:22.706
We'll talk again.

00:58:24.264 --> 00:58:25.344
That's it for this one,

00:58:25.605 --> 00:58:27.186
but we're just getting warmed up.

00:58:27.746 --> 00:58:29.648
Smash follow, send it to a friend,

00:58:29.869 --> 00:58:31.550
or crank up the next episode.

00:58:32.070 --> 00:58:32.931
Want to go deeper?

00:58:33.413 --> 00:58:37.456
Hit us at pgpinecast.com or find us on

00:58:37.496 --> 00:58:40.059
YouTube and socials at pgpinecast.

00:58:40.478 --> 00:58:42.762
And legally, none of this was advice.

00:58:42.842 --> 00:58:44.503
It's for entertainment purposes only.

00:58:44.523 --> 00:58:46.204
Bullshit!

00:58:46.244 --> 00:58:46.846
See, Keith?

00:58:47.025 --> 00:58:48.106
We read the script.

00:58:48.387 --> 00:58:49.047
Happy now?