PTs Are Overthinking Everything

0:02 Broadcasting way too early from three separate Wi-Fi connections. It's PT Breakfast Club with Tony Meritato, Dave Kittle, and Jimmy McKay. Happy Thursday to you, Tony Meritato. Happy Thursday. It sounds busier there than usual. Are there more people there? Well, because Monday was a holiday. So, like, I'm going to do my best to stay for the hour, but we'll see what happens. Yeah, that's something that... I mean, I don't think other industries have to deal with, right? Or absorb if you're a restaurant.

0:44 I think they do. The interesting question, though, is if you can do it, why don't you always do it? If we could double our schedule or add extra twenty percent spread over four days, why aren't we doing it? That's a good point. Yeah. Of course, referring to the fact that Monday was off and now you're not going to see four days worth of patients. You're going to see five days worth of patients in four days. Correct. You're going to increase by twenty percent. Let's start with a complaint today, Tony. OK. Somebody who's followed me on Instagram for a while. I won't call her out because that's not the point. But she has said like she made a comment like this.

1:27 and I'll read it in a second, but it was essentially like, Jimmy, like canvas free, like you're using a lot of AI to create things. And I want to talk about, is it the what or the how? Right? Because there's emotion attached to both. What I mean by the what versus the how is like, I'm not creating a lot of like fake videos. Remember like a year ago, every time you'd make a human, they'd have like six fingers and be like, ah, that's AI and blah, blah, blah, blah, blah. So are you mad at like, you think the stuff? And the thing she commented on was an Instagram carousel done sort of like in Saturday morning cartoon style about all the mnemonics that we used in PT school, like how to remember the bones of the wrists and all the, that was my sort of like throwback.

2:14 And she was like, canvas freak, a lot of AI on here. And I just wrote back two words. I wrote back Jevons paradox. And that's the idea that as something becomes more efficient, we don't use less of it, we use more of it. And then I'm like, are you mad? Because, listen, there is an environmental impact. But do you really think a physical therapy podcast host is changing climate? Like, do you really think I'm the one? Like, look at Citibank. Did you interpret it as you're wasting water and electricity on data centers promoting AI? Or was it just saying, like, I'm sick of seeing AI images? Yeah, that's what it... Oh, she just re-commented. Generative AI has a significantly greater environmental impact than traditional AI.

2:58 Oh my gosh. Listen, if you don't like the pretty images or the ugly images I'm making, that is an editorial decision. Don't listen, don't watch, don't look. But if you really think me sharing an image of wrist bones... on Instagram, a platform, by the way, which has AI running in the background. Because I literally said later on, once she kept throwing stones, I was like, you know the platform we're arguing on is running on AI. Every time you type, it's reading it with AI.

3:40 As well as the phone that we're arguing on. is also running on ai so i think i literally said and by the way tony i came up with this metaphor i didn't use ai for it it's literally you throwing glass rocks at a glass house yeah it just doesn't make any so you either don't like the content which is one thousand percent up to you don't do it But if you're mad at the tool that I'm using, I'd like to also see Citibank and Apple and Chevrolet. Trust me, they are going to out AI me before before nine oh one a.m. It's just so I just find this increasingly interesting is like now people find it like a call out.

4:24 They'll be like, look, AI, look, AI. And I'm like, I don't think that's the burn you think it is. It might have been a year ago, but like. Like her response was literally use Canva. And I'm like, I'm a B minus graphic designer on Canva, but keep in mind all the tools running in the backgrounds that like improves color and reformats things or generates images. That's all AI. So you just asked me to use a different form? Or again, do you just not like the pictures? Is it an editorial decision or a how decision? So I just, I mean, you're someone who uses it a lot. Are you getting this at all?

5:05 I have not yet. I'm sure it's out there. It's posturing. It's the flavor of the month. Save the planet. Don't use AI kind of stuff. But even if I did, I mean, like you, I don't care. Yeah, I'm sick too. I am kind of getting tired of the AI looking generated images. I think yours are great. We did that whole segment on, we took what was like a job posting and we reiterated on it two or three levels deep, made it look way better. My images, you know, you can tell when it's an AI generated image.

5:46 Okay, it's just get a little tired of that trend. It's a trend, it'll evolve, it'll change. I hate to see people, you know, bringing the environmental impact into it because like you said, it's just absurd. Don't drive a car. Don't fly a plane. Don't do a million other things that have a bigger impact than generating an AI image and sharing it on Facebook. But, you know, it is what it is. Yeah, we're not going to. And I learned this a long time ago, and I think I mentioned it to you. I talked to a lot of people. So stop me if I already said this little diatribe. But when I learned that, like the amount of cans that we actually recycle and how much aluminum we get back is like a millionth of one percent.

6:31 right you you feel good when you carry the bag you're like i'm putting the i'm gonna get something out of these these cans it's gonna be great and then you see the people from the recycling center like yeah we just throw most of it in a landfill it's just a different path to the landfill And this is where someone said, we're not going to regulate ourselves out of anything. That's at best a speed break. We're going to have to invent a solution, right? We're going to have to invent a better way to cool data centers or produce electricity. We're not going to minimize it. It just ain't going to happen. Why? because people like the pretty pictures too much. Sorry, you're trying to engineer human behavior.

7:12 Well, this is a very clinical PT thing. It's like, oh my gosh, you could not do a leg extension machine because it puts shear force on the tibia and the ACL. And how could you even imagine doing that? Meanwhile, the person is doing that kind of motion throughout the day with various activities. like there is no bad exercise there is no bad machine there is no bad anything yet therapists love to over dramatize the impact of this it carries into all aspects of life this being another one Yeah. Augustana is saying it's ignorance that is most entitled. I don't know which direction you're going. Because to be honest with you, Augustana, you could be saying that for either side of the argument.

7:56 We need to be specific about this. Are you mad at the output? Editorial decision. You don't like the trend. Thumbs up. Move along. Or you're mad at the tool I chose to use and I'm allowed to use. And that's also okay. I'm just going to ignore that. Well, I'm going to ignore both. Yeah. Talking about how we can essentially find an argument for anything, I'll try to find the video, but essentially, and I know this is going to shock you, Adam Meekins got into it with some American physio over... literally arguing about like that the kid was literally going on i call him a kid because he feels like he's you know eleven years old to me but he's just going on about like specific wrist position during an overhead press and i'm and i was that guy when i was in pt school i was like yeah at what angle of of pronation is the optimal and then i sort of got out to where humans live with the world and i was like does that actually how much does that matter how How much does it matter?

8:58 And literally his argument was, well, Adam just lives on rage bait and marketing. And I'm like, my man, you're doing that right now. But okay, pot. Hello, kettle. Damn, that's black. What's the thing? Bruce Lee had a famous quote, to a novice, a punch is just a punch and a kick is just a kick. To an expert, a punch is so much more, a kick is so much more. But to the master, a punch is just a punch, a kick is just a kick. I have a student right now, I think I mentioned, we haven't taken students since before COVID. This is a high school girl. She's a senior. She's interested in PT or orthopedic surgery.

9:39 So she's in the clinic and it gives me an opportunity to kind of go back and explore these ideas. We have a patient, patient's working with somebody else. I'm watching the patient do an exercise, a typical row. And I'm like, oh, that's pretty ugly, like ugly form, ugly technique, like doing all this kind of crazy stuff. But I grabbed the student. I'm like, look, look at what she's doing right now. Is that the way you would do a classic row? No, it's either too heavy for like an external rotation or it's too light for an actual row. But I said, what's the harm? She's not trying to be a bodybuilder. She's not trying to be an expert in the row.

10:21 She's doing something. I can generate a case to support why what she is doing is probably closer to real world. If she's trying to pull the curtains or flip a sheet, that motion is probably real similar to what she would do in daily life. I'm going to let her do it. I'm not going to over cue her and correct her and fix every little nuance of every little thing that she's doing. But when I was a new grad or I was a new personal trainer, I learned all this cool information. You better believe I over-cued, over-corrected, over-exaggerated everything until I matured and I gained experience.

11:01 I was like, you know what? It's still beneficial. It's better than sitting on the couch and it's not harmful or dangerous. I'm going to let her do it the way she's doing it. yep i love that quote from bruce lee because in several areas of my life i am a novice and and i'm not trying to put myself in the back just from repetition i'm like what you would call the master right and i can look at someone if i'm if i'm if i'm talking to someone about podcast creation and they're asking me what the optimal time to release a podcast is and i'm like I gotta be dead honest with you. It doesn't, it so doesn't matter. It's I'd rather you record three, it's the frequency. And they're focused on the optimal angle of the row and all those things in terms of like, well, should the title be this or like this?

11:51 And I'm like, honestly, they're both pretty good. They're both A minuses. Like it really doesn't, it doesn't matter. And other aspects of my life, I'm such a novice. I'm asking those questions. where I'm still trying to wrap my head around, what are we doing here? So when you're the novice, you look at the micro and you're not looking at the macro enough. And when you're the master, I think you just, you're like in the big picture of this, this is going to matter. This is day one of four billion days that we're going to do this. Let's just do it. Let's, let's just, let's just do a bunch of B, I always say out of there are a thousand B minuses. If you're on time, you're late. If you're early, you're on time. I totally agree with the sentiment, but I think we got called out for starting the live at eight thirty one.

12:35 Yeah. But due to the rotation of the earth, if you really wanted to think about it, you know. So everybody, everybody in the clinic for the last two days has been saying once you drive over the border from Ohio to Michigan, you got to set your clocks back a minute referencing the college game. Wait, I don't understand that. What does that mean? There was the Michigan game where the game was supposed to be over. One second, yeah. What's your view on that? You're in Ohio, and that's a Michigan thing. don't care i have no dog in the race i didn't grow up here so you know yeah i don't have a dog in the fight but that looked shade city if you're if you're western michigan i'm like yeah you can and literally like the sports pundits which just shows you how like tension and anger I'd be curious to see what the betting world looked like.

13:32 Oh, my God. Who had bets? I did not even think about that. Wow. It shows you how little I bet. But, yeah. But I love the pundits the next day going, like, this is what good teams do. They're able to have a call and then have one. And when they get the last second, I'm like, nah, my man. That was a robbery. You would be completely reversed if Michigan got that done to them, in my opinion. That was a horrible, horrible call from where I sat. But they were saying they were literally saying like the game clock and the one on the stadium, they're off and, you know, according to and I'm like, really? I don't know, guys.

14:13 This one looked pretty ugly. I think we talked about this and I want to move on to the next segment, but you're aware of like Ohio State when they're playing. And this is how bad I am. I don't even know Michigan versus Michigan State, who it is, but they cross out all the M's all over the campus. It is amazing. But when you think of like social media and attention and the rivalry and how it draws out all of these emotions, you know, again, this would be something I would look at and I would say, okay, I'm not part of this, but I recognize the impact and the power. How do I capture that and bring it into the physical therapy world, the physical therapy clinic?

14:57 Can I harness that to help motivate my patients to push and improve and do the things they need to do more? Do I harness that in a way to attract and draw in more new patients and grow my business? There are so many aspects. And this is where... I would go to ChatGBT, Gemini, Claude. I'd start to talk about that. Yesterday, I spent probably an hour while I was driving using voice and going back and forth with, look, bring me up to speed on image likeness. I want to know how I can incorporate that into a physical therapy employment proposal.

15:39 Got it. Because I don't want to just- NIL, you mean the college NIL. Is that what you mean? NIL, yeah. I don't want to just pay for clinical hours. I want to be able to say, hey, here's the base salary. If you want to earn more, here are the opportunities. And it really is NIL. It's look, how do we build your resources, your media? How do we incorporate that? Gosh. into an extra ten thousand a year fifteen thousand a year because it's gonna benefit my company just like it benefits the team to hire a well-known player right so so we had some interesting conversations on yeah that whole topic i mean i'm selfishly not selfishly thinking i i was thinking of something like that for my day job which is we've got all these people who are super smart, and they all have micro audiences, right?

16:31 I look at the world like a map of little dots and Venn diagrams, and I'm like, well, I could try to grow one account to a million followers. That's hard, but that'd be good. Or I could grow like a thousand accounts to this many followers, and that's actually better because it'll touch more people in more ways. That goes back to my frequency, intensity, time, type, volume, and progression, not just exercise principles, also communication principles. So you might see ten videos from an account that has a million followers, or you might see a hundred videos spread across a hundred accounts one time. Which is better? I don't know. I don't know that one is better than the other.

17:12 I'm going to noodle on that. Going back to the voice conversation, the thing that irks me, I pause when I'm talking, especially when I'm talking and iterating. I was on a long drive last weekend and I was working on my APTA Florida keynote thing that I'm going to do next week. Yes, I was using AI to noodle on the ideas. Why? Because I verbally process. But let me ask you this, when you pause, And if I'm using Claude, it sort of jumps in. I'm like, I need you to pause longer. Is there any, do you have a hack on how to do that? I don't usually use that version of voice. When I say voice, I'm saying voice to text.

17:54 Got it. um but when i have done that it is it's it's i'm under pressure to get a continuous stream of words right so i i have thought about just telling it ahead of time give me time don't give me a response until i tell you or ask you for a response yeah i haven't done it but i i still live in the world of voice to text Scott's jumping in. Yeah. He's saying we now need PT agents to negotiate NIL contracts. I'll give away a negotiation strategy I use right now. Every once in a while, someone will find me. Most of the time it's on LinkedIn. It's a healthcare related thing. And they go, they look at me as like, go to market. Like, how do I market this?

18:35 Nine times out of ten. It's so much work that's needed to get so little result that I'm like, I'm not in your budget range. Go do this yourself. Then they do and they realize how much work it is and they'd rather just pay. So what I do now, just like Scott here is saying, we need PT agents to negotiate NIL contracts. If Tony was like, hey, can I pick your brain on a project? Maybe we want to hire you. I record that call. Right. And I let them know I'm recording this call. I verbally sort of process, you know, what I'm thinking. I then go and noodle on the idea with AI after the call. And I put together a broad, high level. I'm not giving you detail because that's more effort scope of the project.

19:18 And then I tell you, I'm not going to tell you how much I'm going to charge you. I'll work for whatever your AI tells me I should work for. But you have to put the following prompt in. So you're going to copy paste what I give you into your favorite AI. Then you're going to say, how much should this project cost? If executed by this person, then you copy paste my LinkedIn resume there and I'll work for whatever it says. Spoiler, it always says even way higher than I would comfortably pitch because people underestimate the ideas are cheap. The execution is where it's at, my friends. And somebody asked me to build a website the other day and they're like, I'll give you five hundred bucks. And I'm like, not worth getting off my couch for five hundred dollars to build your website.

19:59 Could I build you a website? Yes. Would I build you a website that you're happy with? No, because we'd go back and forth sixty three times. That's death by ten thousand paper cuts. I don't want to deal with it. I'd rather go make five hundred bucks making funny videos that I think are funny on on Facebook and they'll pay me. That's the way I look at it. To Scott's point, we've been talking about Sturdy McGee's service through Dave. There are corporate recruiters out there. their innovation should be moving the needle toward this kind of thing. If I was a PT recruiter and I'm looking for therapists to match with therapy companies, I would understand the sign-on bonus, which really is an NIL contract to a certain degree.

20:43 I would understand base salary and all that stuff, but then I would be innovating and taken proven lessons. And this was my conversation with AI. I was like, look, I know it's popular in college. It's moving into high school. Give me proven examples from high school or college that I can bring into and apply directly to physical therapy profession. Any recruiter should be including something like that. They are becoming an NIL agent, and then I would take it to the educational system. Like why aren't colleges and universities that have VPT programs, PTA programs, why aren't they offering these kinds of opportunities to potential candidates, students in the program right now?

21:27 If I'm a student athlete, the the sport department is offering me money if you want me to come to you as a student in the dpt program i know you're struggling for students you want the best qualified candidates give me a stipend give me something i will create content we will do daily videos to build the the you know uh visible front to your program and get you more students get you more candidates if you can attribute it The answer is yes. A hundred percent yes. And I would be comfortable with this deal. There's a couple of different ways you can structure it. Flat fee.

22:08 If you do X, we get Y. Don't do that. Neither party should do that. Why? Because then I'll just do the bottom line. I'll just do what you told me. But if I have at least some skin in the game... I will work harder and be more creative and I will adapt. The other end of the model out of flat fee is pay for play, right? For every X that comes in, again, final attribution is key here, right? How they make that decision. You can say for every new student who comes in, because you're part of this program, you get X. I would do a hybrid. The answer is usually in the middle. I would do you get a flat fee for doing, but the real kicker, the real money kicks in, the real reason to do it is when both parties are aligned.

22:54 This is sort of like instead of me paying you to create short form videos for me and here's fifty dollars per video. I just say every video that gets more than ten thousand views, I pay you three hundred dollars. And now you're like, got it. I don't care how many videos you make. I want to I care. What do I really care about? I care about the amount of attention I want to put. But if I'm just paying you per video, your job is hit ten videos today. I want you thinking along what I'm aligned with, which is amount of attention for a specific audience. I think a PT program or a recruiter would be ripe for something like that. There was the guy. So we explored a lot of those payment structures.

23:37 There are structures that you can't take into healthcare. You can't pay like a commission on getting a client for the clinic. Some of the preferred payment structures were like either a flat rate per video, or you create a digital course, a digital product, and we pay for that product. Josh Funk. What is he on? Rehab to perform. I think it was him. He, his company, he had a guy long flow. Yeah. Great on camera. Smart guy. Great videos. Yeah. I forget his name, but yeah. Trent. So I don't know.

24:17 So he's, he's on his own now. Right. And like that, that was one of the, the things I was thinking about. I was like, what, you know, I don't think his content was on the company sites and, but he technically would have been a magnet for that company. I don't think there was any compensation being exchanged between them, but I have no idea. I'm just looking from the outside in. That's why platforms like Facebook and Instagram has been doing it for a while. Allow this collaboration. Like I will create things on my channel and I'll tag prompt or I'll tag APTA Florida if we're working together, because why wouldn't I, why wouldn't they want to allow that?

25:01 Right? Like the rising tide is going to show it to both our audiences. I don't think the features really... Like with this show. I publish it separately. We don't collaborate on YouTube, but we could. Could we? We could. YouTube has the collaboration option. That's new, though, right? It's relatively new. The trouble is... You know, if I have it posted on my channel and I collaborate with PT Pinecast, you don't get credit for any of the views. You don't get credit for any of the success of the video. And I haven't really seen because I've looked into it a lot. I haven't seen any real benefit to collaborating between two content creators.

25:46 What about on Instagram with collaborations? I've seen some bumps there. Have you? I haven't. That was my strategy, and I went away from it. Maybe I'll do a real science experiment. There was a series of videos where I was highlighting people that I follow. There was a registered dietitian, Dr. Jessica Nurick, who's great. She just does a lot of great nutrition. I essentially made a hype video for her where I looked into the camera and I said, if you're not following Dr. Nurick, you should, and here's why. Reason one, reason two, reason three. I don't know her. I don't know her from anything. But I made her or I offered her the chance to be a collaborator.

26:27 She saw that come up. I'm guessing her or probably her team because she's probably got a team for this, I would hope. And they looked at it and was like, yo, there's a hype video for us. Who's this guy? And they accepted it. And that video performed thousands of percent higher than my typical videos. So I think that's I think it depends on the platform. But I think you're right. With YouTube, I don't know that they've figured that out just yet. But the fact that they're starting to add these features tells me they want to start incentivizing collaborations. I mean, brand collabs have been around for a billion years, right? Kim Kardashian's been doing this since Twitter and Facebook. Yeah. I just don't know if necessarily the formal collab, and even for you… I would kind of say like you were collaborating or tagging or whatever, bigger channels or smaller channels.

27:18 Always bigger for me. Yeah. So I think there might be a little lift for you. Um, plus it was your video on your channel. Not them tagging you. But when you do a collaboration, at least through Instagram, it now appears to be your video if you accept it. Okay. So that's like it's the physics of the program, I think, a little bit, which is important, understanding what these words mean and how they work. When you accept a collab, now here's where it wouldn't work. If you're talking to patients, if your Instagram channel is talking to patients, if you're consumer-facing and I'm industry-facing, I wouldn't want those followers.

28:01 And let me walk you through the thought process. You tell me if I'm right. And then so the audience makes sure they understand. if I gained a thousand new followers from Tony's channel, cause they're like, this guy looks cool. And then they see my content for a month, but they always blow past it. Cause they're like, I don't care about what physical therapists care about. Instagram reads that as Jimmy stuff. Ain't no good. I don't want to, I don't want to buy bots. I don't want to buy a follower. That's going to hurt me long run. It's going to be a beauty pageant metric. It's going to look cute on the follower count, but it's going to hurt you where it matters, which is longterm and being shown to people that, It's the audience is giving signals that this isn't good. The algorithm doesn't know good or bad. It just knows interaction or not interaction, attention or not attention.

28:44 So you wouldn't want followers that are outside your scope. You really wouldn't. And even to the point where you don't, you don't want to get friends and family following you because they don't care about your content. And every time I ask any of the AI platforms, should I start running paid ads to grow my audience? The answer is always no. Because I'm getting so much organic growth. I'm getting ten to fifteen thousand followers a month. If I start running paid ads to try and get more followers, those are low intent followers. They might be kind of interested, but not really interested.

29:24 So then I started getting more building a community of lukewarm. As opposed to right now, it's like, I found your content. It's amazing. I binge watch every one of your videos. I can't get enough. That's who I want. And, and that's the organic, you know, growth that will accelerate better than anything. Yeah. Agreed. Um, let me just, I just got to update something for, uh, for, for, uh, Yeah. While you're doing that, uh, earlier this morning we talked, I shared an idea about the day challenge. If you said that you had some ideas about that, I think I just liked it in general.

30:08 I think I was like, yeah, I mean, I'm just as guilty as anybody else. I come out hot and then say, I'm going to do the challenge and then, you know, I fall off. But I think that's the reason for the challenge. Right. Which is like, let's get, let's get, let's build a habit. What do you think off the top of your head, like you, you want to, I'm guessing publish more. Yeah. Frequency. It's the biggest lever and it's the one that matters. How, how many pieces of content are you publishing daily right now? Any idea? No, I go through spurts someday. I someday I'm like, I got to slow, you know, I got to spread this out. And some days I'm like, I haven't done anything in three days. I am, I am the model of inconsistent, consistent inconsistencies.

30:53 So on average, yes? I mean, some days eight and some days one. On average, you know, four. You know, I started with one a day. I moved to three a day. Then I hit ten a day. Then for like two months, I was at twenty a day. Twenty a day. Now, are you counting like twenty on one platform or twenty on a couple? No, no. Like twenty pieces of content. So Facebook right now for a year and a half has been my benchmark. Twenty individual posts. on facebook that doesn't in cloud include sharing it to stories it doesn't include sharing one post into multiple groups um like it's it's twenty pieces of content now all of those don't go to other platforms if it's a text post on facebook i can't share a text post unless it's a screenshot on instagram but here here is the idea for the audience that i pitched to jimmy this morning um Oh, my goodness.

31:59 Let's share this and then we probably need to wrap it up because there's too many people out there. A twenty eight day challenge. I'm doing that because it's four discrete weeks looking at originally I started with ten pieces of content a day, but in reality it's ten reels a day. And then from the reel, you pull a photo and then from that you pull a text post. So you really have thirty pieces of unique content daily. Right. My bottleneck has always been What are the ideas? How do I keep the ideas organized? How do I iterate? So I did some work with ChatCPT. I created a framework. It connected to a spreadsheet. And I was like, OK, I can do this.

32:40 Give me ten unique ideas. Let's go twenty-eight days. Create a content schedule. And look, there are ninety... I laid it out for ninety to a hundred and twenty second reels. So I'm like, can I seriously not answer a question, ten questions a day? Of course we answer fifty questions a day. I'm happy to share the format, the framework, the spreadsheet. I think it could be taken because I also said it's got to be specific to total knee replacement or osteoarthritis of the knee. Do not go outside of that niche because that is my community. primarily adults, and let's go from there.

33:21 So it created buckets, content, idea buckets, almost like chapters in a book, an anatomy post, a motivation post, a this, a that. Yeah, and I think it's totally doable. Go ahead. Yeah, what you need to do is set up a system like the board game Mousetrap, and then the magic's in the boring. Yeah. The magic is waking up and being like, going to go back to the salt mine. Again, I have one of the coolest jobs on the planet, in my opinion, which is running a radio station. But day six hundred ninety seven, it was like, well, how are we going to revolutionize this today? Well, today we're running the machine. Today we're going to do all the boring stuff.

34:02 We're going to record and we're going to do whatever the boring stuff was. And we're going to do that four hundred times. And then we're going to go get to stand on stage with Linkin Park. But you've got to do the four hundred pushups before you can go get the reward for the big triceps. All right. parting shot i will i've got the format ready i will probably tuesday because i think this would be a good project for dave with all the work that dave's doing i'll share the full details and everything anybody wants to participate there's no charge it's just a fun project we can do to get the motivation to create the content at scale yeah i'll reiterate your parting shot by saying um The swings of the batter are virtually free, and the results that you're not getting is hiding in work that you're not doing.

34:51 This is the work. We'll see you guys on Tuesday. Tony's got to go hold it down. That's it. We're out. Boys, what the hell are you doing? Follow Tony Meritato on YouTube at Total Therapy Solution. Find Dave Kittle at conciergepainrelief.com and on YouTube at The Dave Kittle Show. And follow Jimmy McKay at PT Podcasts on YouTube, the socials, and wherever you binge podcasts you pretend are for CEUs. And hey, just a reminder, none of this was for advice. This was for entertainment only. Our lawyers say that counts. Thanks, Keith.