Stop Overthinking Content. Start Getting Reps.

WEBVTT

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i don't want to see like you know

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broadcasting way too early from three

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separate wi-fi connections it's pt

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breakfast club with tony maritato dave

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kittle and jimmy mckay

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Couple pairs of shorts is different than

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dropping a grand on microphones, though.

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Tony and I are talking about people

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starting podcasts,

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which fits right in with what we're gonna

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do here.

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It does.

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And I sort of like to lower the

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bar, ironically.

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Well, I lower one bar,

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but I'm gonna raise the other.

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Today,

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we're talking about raising the bar on the

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other side.

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a lot of people will go to start

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a podcast or a youtube channel or

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instagram and they'll go you know i saw

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this really cool camera or i saw this

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really microphone there's a drone that'll

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follow you around trust me come to my

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basement i got toys i got microphones i

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got drones i got and i'm i try

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to be a little more discerning than the

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average not every i'm not the most

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discerning but i do have that sort of

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like

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We've all had it.

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Buyer's remorse.

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Oh, yeah.

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Buy it.

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It's going to solve all my problems.

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And then two months later, you're like,

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I dropped five hundred, a thousand.

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And it hurts.

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Right.

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When you look at that thing that's that's

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collecting dust in the corner and now you

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remember,

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but you don't want to get rid of

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it because now there's an emotion.

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I will.

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I'll get to it.

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There's the there's the clothes hanger.

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I'm sorry.

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The treadmill that I bought that is now

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drying clothing.

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Right.

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So Tony and I were talking just before

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we hit go and we are going to

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get into something very, very different.

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And this is interactive,

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but it's interactive not just while we're

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alive right now.

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This will be interactive for the next

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thirty days in October.

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But I'll wrap with this.

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Had a great time at APTA Florida.

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Their annual conference dropped a keynote.

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I spent a lot more time practicing

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And I like to think I'm pretty good

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in front of a crowd.

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I've got twenty something years worth of

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experience and I practice because it

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matters.

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Like, you know,

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a couple hundred people were paying to be

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a couple hundred people were paying to be

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there.

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They weren't paying to be there to see

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me.

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but I had an opportunity,

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and you know damn well, I was like,

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they're gonna leave this room, and,

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twenty percent of them is,

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I want them to remember one thing in

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a week.

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That was my goal, right?

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And that sounds low, but ironically,

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that's a high goal.

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And, thought it went well,

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I shared the keynote,

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because I have some toys,

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I bought a couple of,

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I got the Osmo Pocket Three.

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Okay, yeah.

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It's essentially a little camera,

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it's a little bit bigger than an electric

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toothbrush.

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but there's a feature on it,

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I can double tap the screen and it'll

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follow me around the stage if I move.

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So dope,

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it's as if I have a camera operator.

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That went well,

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that's up on my YouTube if you wanna

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see it.

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I heard from some people,

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it did make a couple people cry,

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cause I did, I told some personal stories.

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And the last thing I'll say is I

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met a student,

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I'm not gonna call her out.

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Most people tell me,

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I want to start a podcast like you

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did.

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And I say, so I say,

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here's my number.

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If you don't call in the next seven

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days, the offers off the table,

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but the offer is this it's free, free.

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I will hang out with you.

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I'll talk to you for an hour.

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I will answer every question.

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I'll record it.

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I'll give you the notes.

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She followed up on Tuesday and we talked

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for an hour.

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And then the next offer is I will,

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you book another call in the next thirty

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days.

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It's gotta be thirty days,

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but you have to have recorded one episode.

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and I have to be able to hear

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it, like really just to prove it, right?

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And I gotta be honest,

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at first when I met her,

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she seemed a little shy,

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but she followed through.

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I don't care if your personality is not

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big.

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She followed through,

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which will be the theme of what we're

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going to talk about today.

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We do not need you to be the

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best at anything.

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It doesn't mean we don't want you to

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get better,

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but I don't need you to be the

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best at anything to start.

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The thing that will make the difference is

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following through.

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This sounds like we're talking to third

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graders, but the rules still apply.

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Following through will put you ahead of

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more than ninety percent of the people

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that you're, quote, competing with.

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Ironically,

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you're not competing with anybody.

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You're competing with indifference.

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You're competing with not showing up.

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So now Tony's going to hijack the podcast

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for this.

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I feel like we need to do like

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a beep.

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It's been hijacked.

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So you had this cool idea and let's

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lay the idea out.

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And then I like how we're giving it

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some pomp and circumstance.

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And we're going to we're going to kick

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it off.

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You're going to kick this idea off soon.

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Yeah.

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Today.

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Right now.

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We're going to kick it off right now.

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This comes from you and I've been doing

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this stuff forever.

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Right.

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It's just we've got the reps.

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We've got the sets.

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We've done it.

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Like you said,

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you just got to take that step.

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It doesn't matter how much you understand

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what walking is, what walking looks like,

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how to walk.

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You read all the books about kinematics

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and kinesiology.

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You got to take that step.

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You got to do it.

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Yeah.

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So what I did was I said,

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every year I've done this March Media

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Madness campaign.

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And it always does really well.

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And we've had people launch really great

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channels with it, grow their channels.

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You had an interaction with a therapist

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who we both know who was ready to

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pay thousands of dollars to hire somebody

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to help them build their YouTube channel.

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I'm like, same like you.

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Why would you do that?

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will's here will wants to relaunch his

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podcast as well so i was like okay

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let's just do a challenge it's good for

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me it's good for jimmy it's good for

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dave it's good for all of us

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What are you reading?

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I'm actually adding,

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I didn't add your YouTube before we

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started.

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So I added it now.

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So that's what we did.

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And like most things, Jimmy and I both,

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we love to build in public.

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Dave,

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he's totally open to content and critique

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and criticism.

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Dave's like the kid,

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if we were teaching class,

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Dave would be the guy in the beginning,

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in the back of the room.

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And now he's in the front of the

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room going, got it, I'm in.

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Which is cool to watch someone

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change like that, like, Oh,

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I do see some results.

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And it's not because we're selling

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something.

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It's because you just did the push ups.

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yeah yeah so so here's the deal the

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the challenges are easy it's very simple

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we don't charge anything for the

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challenges just join along in what we are

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already doing i come from i was never

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an athlete like my wife major athlete

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scored a thousand points in basketball

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hall of fame played in college played in

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high school played soccer basketball just

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comes from a super athletic family

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That's not me.

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But I did spend time in a martial

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arts academy.

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I did grow up like doing jujitsu,

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doing Muay Thai, doing things, Kali.

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So I'm like, all right,

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how can I leverage some of my background?

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How can I leverage some of the things

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that I want to do?

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And what do I want to do now?

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Right now,

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my personal challenge is I want twenty

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pieces of content a day,

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twenty unique pieces of content.

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You guys know I've done it,

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but I'm not doing it consistently.

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Right.

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I want ten of those pieces of content

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to be reels.

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So I'm like, all right,

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I got to hold my feet to the

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fire a little bit.

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Let's make it a public challenge.

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Let's open the door to whoever wants to

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join.

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But I'm like,

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I can't expect somebody like the student

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you were talking about to jump in with

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twenty pieces of content a day.

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I can't handle twenty pieces of content

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every day.

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So I'm like, all right, let's

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go to the martial arts academy.

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Let's make it a dojo.

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This is our dojo.

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This is our training center.

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You got a white belt who hopefully,

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you know, they're just getting started.

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They see the value of media.

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They want to start building the habits,

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getting the reps, building the routine.

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They come in at the very beginning.

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Look,

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one piece of content a week.

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Then you start moving up the ladder.

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And did you ever do martial arts?

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Do you understand the belt system?

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I understand that.

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Oh, everybody understands the system,

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which is why it's such a great system.

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Even if you don't do martial arts,

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you sort of at least understand the

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framework and you're like, I get it.

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Something is worth something and more.

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So the way going a little bit deeper,

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though, the metagame behind the game,

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the idea behind the belt system is there

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used to be a white belt and a

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black belt.

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There was nothing in between.

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Oh, really?

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I didn't know that.

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And so theoretically what it is and the

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reason why I think of this like resistance

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bands,

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we're going to play right into that.

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It starts white.

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And as you train and as you practice

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and as you build the reps,

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you start getting dirty.

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The belt gets dirty.

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You never wash the belt.

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And you can understand as the belt gets

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dirtier, it gets darker.

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So you go white belt, yellow belt,

00:08:57.462 --> 00:08:59.924
orange belt, blue, green.

00:09:00.524 --> 00:09:02.326
Yeah, all the way through brown.

00:09:02.366 --> 00:09:03.807
Then you've got levels of brown and then

00:09:03.847 --> 00:09:04.708
eventually black.

00:09:05.249 --> 00:09:07.390
What I think is most exciting about that

00:09:07.451 --> 00:09:08.030
progression

00:09:08.924 --> 00:09:11.446
So they say you're always a white belt.

00:09:11.745 --> 00:09:13.046
No matter how advanced you are,

00:09:13.086 --> 00:09:13.966
you're always learning,

00:09:13.986 --> 00:09:14.866
you're always advancing.

00:09:15.907 --> 00:09:17.947
Once the belt gets to the black belt

00:09:18.028 --> 00:09:21.349
level, you actually keep that belt.

00:09:21.769 --> 00:09:24.429
The belt starts to lose some of the

00:09:24.470 --> 00:09:26.931
color because you're training in the same

00:09:26.971 --> 00:09:27.230
belt.

00:09:27.351 --> 00:09:29.471
The black belt now eventually starts to

00:09:29.511 --> 00:09:32.293
turn white and a black belt who's been

00:09:32.332 --> 00:09:33.974
training an additional ten, twenty,

00:09:33.994 --> 00:09:34.673
thirty years,

00:09:35.313 --> 00:09:36.674
they're back to a white belt.

00:09:37.414 --> 00:09:39.677
you know and it's just such an awesome

00:09:39.716 --> 00:09:41.418
model so i'm going to use that model

00:09:41.437 --> 00:09:44.100
for this challenge it's going to be real

00:09:44.341 --> 00:09:47.562
r-e-e-l even though it is it is also

00:09:47.763 --> 00:09:50.225
r-e-a-l even though these are just videos

00:09:50.245 --> 00:09:51.947
that can grow your youtube channel not

00:09:51.966 --> 00:09:54.248
just your facebook um it's going to be

00:09:54.288 --> 00:09:56.990
the um oh man i was working with

00:09:57.030 --> 00:09:59.152
this last night now i'm confused i think

00:09:59.192 --> 00:10:02.195
it's the the rehab real challenge okay

00:10:02.986 --> 00:10:05.927
Rehab because we're all PT, OT, SLPs here.

00:10:06.508 --> 00:10:07.948
Real because that's what we're putting,

00:10:07.989 --> 00:10:10.970
but it's also a R-E-A-L, real challenge.

00:10:11.490 --> 00:10:13.910
And the idea is you start where you

00:10:14.030 --> 00:10:14.250
are.

00:10:14.571 --> 00:10:14.811
You know,

00:10:14.831 --> 00:10:16.351
you don't have to jump in at a

00:10:16.392 --> 00:10:17.172
brown belt level.

00:10:17.211 --> 00:10:18.653
You come in as a white belt if

00:10:18.692 --> 00:10:19.432
you're a white belt.

00:10:19.472 --> 00:10:20.533
If you already have an audience,

00:10:20.572 --> 00:10:22.594
if you already are producing content,

00:10:22.634 --> 00:10:24.235
we want to move to the next level.

00:10:26.182 --> 00:10:27.283
That being said,

00:10:27.342 --> 00:10:28.703
it's a twenty eight day challenge.

00:10:28.744 --> 00:10:30.205
I'm going to just hit the highlights real

00:10:30.225 --> 00:10:31.666
quick and then we can discuss it.

00:10:32.285 --> 00:10:33.746
It starts now,

00:10:33.866 --> 00:10:36.048
but October first will be the first

00:10:36.149 --> 00:10:36.969
published date.

00:10:37.369 --> 00:10:38.529
Got to have something.

00:10:38.570 --> 00:10:40.410
And that's that's the homework assignment

00:10:40.451 --> 00:10:40.971
for today.

00:10:41.792 --> 00:10:44.034
have something to publish on October

00:10:44.075 --> 00:10:44.375
first.

00:10:44.456 --> 00:10:45.336
It could be a picture,

00:10:45.636 --> 00:10:46.759
it could be a text post,

00:10:46.879 --> 00:10:47.779
it could be a video,

00:10:47.860 --> 00:10:50.724
it could be whatever your level requires

00:10:51.244 --> 00:10:53.187
for you to do that first step,

00:10:53.226 --> 00:10:55.890
to take that first piece of action.

00:10:58.152 --> 00:10:59.972
And then I'm going to now today I

00:11:00.013 --> 00:11:01.173
hijacked the podcast.

00:11:01.493 --> 00:11:03.153
I'm going to do these separately from the

00:11:03.193 --> 00:11:04.913
podcast, but everybody's invited.

00:11:05.634 --> 00:11:06.974
I'll do today's session.

00:11:07.053 --> 00:11:09.174
I'll do one Tuesday next week and then

00:11:09.254 --> 00:11:10.995
weekly until we hit the end.

00:11:11.816 --> 00:11:13.316
The end will be October twenty eighth.

00:11:13.355 --> 00:11:15.236
So it's a twenty eight day challenge for

00:11:15.297 --> 00:11:15.657
weeks.

00:11:15.697 --> 00:11:17.157
Super clean, super easy.

00:11:17.657 --> 00:11:20.057
And we will we will bring a leaderboard,

00:11:20.498 --> 00:11:21.738
which is really just, hey,

00:11:21.918 --> 00:11:22.498
how did you do?

00:11:22.818 --> 00:11:23.399
You know what?

00:11:23.479 --> 00:11:23.938
What what?

00:11:24.739 --> 00:11:26.559
kicked off for you what didn't work for

00:11:26.600 --> 00:11:28.220
you we're going to work through those

00:11:28.259 --> 00:11:31.020
things so from that point let's bring you

00:11:31.041 --> 00:11:33.282
back in what are you thinking like what

00:11:33.341 --> 00:11:35.662
what gets you excited why should somebody

00:11:35.721 --> 00:11:38.562
do something like this um the woman that

00:11:38.783 --> 00:11:40.504
reached out to me and said hey i've

00:11:40.543 --> 00:11:41.524
got someone who's going to sell me a

00:11:41.644 --> 00:11:44.524
nine thousand dollar youtube challenge

00:11:44.965 --> 00:11:46.504
program to help you grow your root tube

00:11:47.326 --> 00:11:48.566
i don't know what was in that challenge

00:11:49.789 --> 00:11:51.652
but what she was really trying to buy,

00:11:51.672 --> 00:11:52.692
whether she knew it or not,

00:11:52.972 --> 00:11:54.895
was someone doing it with her.

00:11:56.197 --> 00:11:59.299
Listen, I bought a house three years ago.

00:11:59.360 --> 00:12:00.201
I renovated my kitchen.

00:12:01.546 --> 00:12:03.467
I is doing a lot of work in

00:12:03.488 --> 00:12:04.768
that sentence, right?

00:12:04.969 --> 00:12:06.149
I had people with me.

00:12:06.450 --> 00:12:07.870
I would have never taken on the challenge

00:12:07.890 --> 00:12:09.912
of knocking a load-bearing wall down,

00:12:09.991 --> 00:12:10.231
Tony.

00:12:10.251 --> 00:12:10.572
I don't even,

00:12:10.732 --> 00:12:11.552
I didn't know what a load,

00:12:11.673 --> 00:12:12.953
I sort of knew, but not really.

00:12:13.695 --> 00:12:14.475
Is this safe?

00:12:14.534 --> 00:12:16.417
Do we need engineers, right?

00:12:16.456 --> 00:12:19.639
We did things and we yanked cabinets out.

00:12:19.698 --> 00:12:20.239
I was like, I don't know,

00:12:20.278 --> 00:12:21.039
paint the cabinets?

00:12:21.080 --> 00:12:22.160
My buddy's like, you can't do that.

00:12:23.152 --> 00:12:24.812
not going to look great and you want

00:12:24.832 --> 00:12:27.394
great so my buddy with me was the

00:12:27.434 --> 00:12:29.136
reason i didn't need permission to do any

00:12:29.177 --> 00:12:31.359
of this stuff but i knew enough to

00:12:31.379 --> 00:12:32.960
know i didn't know enough and that's

00:12:33.000 --> 00:12:34.841
really what you're trying to buy here

00:12:34.880 --> 00:12:37.182
which is this is why group exercise

00:12:37.202 --> 00:12:40.044
classes are fantastic this is why if

00:12:40.065 --> 00:12:41.245
you're going to join a marathon you're

00:12:41.265 --> 00:12:42.586
going to run a marathon you join a

00:12:42.626 --> 00:12:43.788
running club if you're going to do a

00:12:43.807 --> 00:12:45.769
triathlon you it's it's the group dynamic

00:12:46.269 --> 00:12:47.850
i did triathlon for years i want to

00:12:47.870 --> 00:12:49.793
get back into it so kevin coach kevin

00:12:49.832 --> 00:12:50.614
if you're listening buddy

00:12:51.413 --> 00:12:51.913
I'll give you a call.

00:12:51.933 --> 00:12:52.874
We'll do twenty twenty seven.

00:12:53.874 --> 00:12:55.215
I chose what I like to do in

00:12:55.254 --> 00:12:55.634
the group.

00:12:55.975 --> 00:12:57.335
There's obviously three sports and

00:12:57.375 --> 00:12:57.955
triathlon.

00:12:58.375 --> 00:12:59.455
I didn't like swimming with a group.

00:12:59.595 --> 00:12:59.855
I was like,

00:12:59.875 --> 00:13:00.975
I like to do that alone.

00:13:00.995 --> 00:13:01.796
I like running alone.

00:13:02.336 --> 00:13:04.155
Cycling, though, was my weakest link.

00:13:04.355 --> 00:13:05.395
I knew I'd skip out.

00:13:05.655 --> 00:13:07.476
It's the largest proportionately part of

00:13:07.496 --> 00:13:08.096
the triathlon.

00:13:08.677 --> 00:13:10.657
I made it a point to ride with

00:13:10.716 --> 00:13:11.037
a group.

00:13:11.136 --> 00:13:11.778
Not all the time,

00:13:12.097 --> 00:13:13.557
but the long rides on Sundays,

00:13:14.057 --> 00:13:14.957
it was a group ride.

00:13:15.238 --> 00:13:18.038
And I actually liked bike riding more when

00:13:18.099 --> 00:13:19.219
I was with a bunch of people.

00:13:19.558 --> 00:13:19.678
So

00:13:20.379 --> 00:13:22.280
I want it to feel like that.

00:13:22.721 --> 00:13:24.442
So we have the element of that too,

00:13:24.523 --> 00:13:24.702
right?

00:13:24.743 --> 00:13:25.844
Because we have a Facebook group.

00:13:25.904 --> 00:13:27.145
So we sort of had this place of

00:13:27.186 --> 00:13:27.605
accountability.

00:13:27.986 --> 00:13:29.107
Put your thing down.

00:13:30.089 --> 00:13:31.450
If a Facebook group is such a great

00:13:31.490 --> 00:13:32.390
place for content, right?

00:13:32.410 --> 00:13:32.610
It's like,

00:13:32.730 --> 00:13:34.493
because you can share a picture, an image,

00:13:34.753 --> 00:13:36.875
an article, a reel, a video, long form,

00:13:36.894 --> 00:13:37.275
short form.

00:13:37.676 --> 00:13:38.716
And then the rest of the group,

00:13:38.856 --> 00:13:41.178
I got to be honest with you.

00:13:41.198 --> 00:13:42.721
You think they're going to tear you apart,

00:13:42.740 --> 00:13:42.900
right?

00:13:44.067 --> 00:13:45.669
you're gonna be a little nervous.

00:13:45.750 --> 00:13:46.571
You're apprehensive.

00:13:46.871 --> 00:13:47.251
I get it.

00:13:47.753 --> 00:13:49.294
I created radio for fifteen years.

00:13:49.315 --> 00:13:50.756
I've been doing podcasting for ten.

00:13:51.197 --> 00:13:52.259
I don't love the sound of my own

00:13:52.278 --> 00:13:52.679
voice.

00:13:53.740 --> 00:13:54.322
I'm a little bit,

00:13:54.381 --> 00:13:56.384
like I was watching my keynote again.

00:13:56.504 --> 00:13:57.385
I had to turn it off because I'm

00:13:57.405 --> 00:13:58.727
like, oh, I think I screwed up here.

00:13:58.788 --> 00:14:00.269
Didn't I skip the slide?

00:14:00.470 --> 00:14:01.110
We're all...

00:14:02.096 --> 00:14:02.977
Doing that.

00:14:03.498 --> 00:14:04.158
All of us.

00:14:04.340 --> 00:14:05.481
That's sort of why I liked radio.

00:14:05.721 --> 00:14:06.663
Once I was done making it,

00:14:06.683 --> 00:14:07.524
it was sort of gone.

00:14:07.544 --> 00:14:08.687
I was like, yep, moving on.

00:14:08.966 --> 00:14:10.229
My memory of that is all I've got.

00:14:10.249 --> 00:14:10.549
It was great.

00:14:10.570 --> 00:14:11.010
It was perfect.

00:14:11.030 --> 00:14:11.311
It was great.

00:14:11.331 --> 00:14:11.812
It was perfect.

00:14:12.472 --> 00:14:14.115
I want you to have either a shorter

00:14:14.155 --> 00:14:15.418
memory or no memory.

00:14:16.794 --> 00:14:17.855
or I want you to have a long

00:14:17.895 --> 00:14:18.916
memory and watch your grow.

00:14:19.076 --> 00:14:19.756
So you choose.

00:14:19.996 --> 00:14:23.058
So I think it's a great framework.

00:14:23.339 --> 00:14:25.461
And again, the cost is free,

00:14:25.721 --> 00:14:27.221
but the cost isn't free,

00:14:27.402 --> 00:14:29.082
because you still have to do it.

00:14:29.583 --> 00:14:30.203
So I could charge,

00:14:30.423 --> 00:14:32.024
this is almost where we've debated before,

00:14:32.325 --> 00:14:33.905
where like if we should charge a hundred

00:14:33.946 --> 00:14:34.407
dollars,

00:14:35.770 --> 00:14:36.991
And then we'll give the hundred dollars

00:14:37.113 --> 00:14:38.714
back if you complete,

00:14:39.115 --> 00:14:40.296
if you get a ninety or better.

00:14:40.496 --> 00:14:42.177
And a ninety or better just means you

00:14:42.259 --> 00:14:43.860
did ninety of the things.

00:14:44.341 --> 00:14:45.442
Because ironically,

00:14:46.102 --> 00:14:47.705
that's where the magic lies.

00:14:47.845 --> 00:14:48.806
That's where it is.

00:14:49.826 --> 00:14:50.528
So at first,

00:14:50.628 --> 00:14:51.688
I think I messaged you in the group

00:14:51.729 --> 00:14:51.870
chat.

00:14:51.889 --> 00:14:52.509
I was like, this has...

00:14:53.450 --> 00:14:54.951
This has one of the two important

00:14:54.990 --> 00:14:55.331
elements.

00:14:55.812 --> 00:14:57.192
I don't think I read that it had

00:14:57.232 --> 00:14:57.653
a name.

00:14:57.993 --> 00:14:58.572
You know me.

00:14:58.854 --> 00:14:59.634
It's got to have a name.

00:14:59.693 --> 00:15:00.914
So at first, I didn't see the name.

00:15:01.154 --> 00:15:03.937
So I was like, it needs a logo.

00:15:03.976 --> 00:15:05.357
If you're watching my live stream,

00:15:05.658 --> 00:15:06.918
content dojo,

00:15:07.919 --> 00:15:09.341
the clinician creator challenge,

00:15:09.360 --> 00:15:10.461
or maybe this one here, right?

00:15:10.981 --> 00:15:13.984
Get your reps, twenty-eight day challenge.

00:15:14.484 --> 00:15:14.724
Right?

00:15:14.823 --> 00:15:15.965
So I like that.

00:15:16.024 --> 00:15:19.086
The real, you said the real challenge.

00:15:20.988 --> 00:15:22.188
I talked to students at Moravian

00:15:22.249 --> 00:15:23.230
University two days ago.

00:15:24.591 --> 00:15:25.750
And I said the one thing in front

00:15:25.792 --> 00:15:27.432
of an academic, in front of faculty,

00:15:27.472 --> 00:15:27.673
I said,

00:15:27.692 --> 00:15:29.394
my least favorite thing in PT school was

00:15:29.413 --> 00:15:30.975
all those stupid reflections they made you

00:15:31.014 --> 00:15:31.154
do.

00:15:32.535 --> 00:15:34.917
Ironically, when I do that now,

00:15:35.116 --> 00:15:37.499
I actually grow and learn a lot.

00:15:37.599 --> 00:15:38.840
I hate that, they were right.

00:15:39.320 --> 00:15:39.899
But when you're a student,

00:15:39.919 --> 00:15:40.640
you don't have time for that.

00:15:41.238 --> 00:15:42.558
This is the kind of thing you can

00:15:42.639 --> 00:15:45.061
do and reflect on when you have time.

00:15:45.081 --> 00:15:46.260
And the fact that we're starting on the

00:15:46.282 --> 00:15:48.163
twenty fourth is going to give you some

00:15:48.182 --> 00:15:48.822
breathing room,

00:15:49.102 --> 00:15:50.663
which is usually something that people

00:15:50.705 --> 00:15:51.485
say.

00:15:51.544 --> 00:15:52.405
Well, it's the whole thing.

00:15:52.446 --> 00:15:55.388
You know, one of the ideas is, OK,

00:15:55.768 --> 00:15:57.428
whether I'm marketing physical therapy,

00:15:57.528 --> 00:16:01.091
whether I'm marketing, whatever I'm doing.

00:16:01.851 --> 00:16:04.214
There is a what is the transformation?

00:16:04.274 --> 00:16:05.215
What am I really buying?

00:16:05.274 --> 00:16:07.417
Like you mentioned, you buy a treadmill.

00:16:07.798 --> 00:16:09.339
It's not because you want a treadmill.

00:16:09.698 --> 00:16:11.400
It's because you want to get in shape.

00:16:11.421 --> 00:16:12.442
You want to exercise.

00:16:12.461 --> 00:16:14.102
You want to start walking or running or.

00:16:15.053 --> 00:16:17.596
So in something like this,

00:16:17.996 --> 00:16:19.859
it's not about the content.

00:16:19.999 --> 00:16:22.500
The content is kind of the end result,

00:16:22.542 --> 00:16:22.981
the goal.

00:16:23.783 --> 00:16:24.964
It's about understanding, okay,

00:16:25.024 --> 00:16:26.566
why am I not making content?

00:16:27.546 --> 00:16:29.008
What am I waiting on?

00:16:29.087 --> 00:16:30.028
What am I missing?

00:16:30.089 --> 00:16:31.269
What's holding me back?

00:16:31.811 --> 00:16:33.152
And those are real challenges.

00:16:33.192 --> 00:16:34.653
Like even for me right now,

00:16:35.173 --> 00:16:37.636
I've got an unreasonable number of daily

00:16:37.697 --> 00:16:38.778
notes that need to be done.

00:16:39.278 --> 00:16:42.000
I've got a schedule of patients that are

00:16:42.039 --> 00:16:43.181
waiting to be seen.

00:16:44.000 --> 00:16:45.322
The people that are here,

00:16:45.381 --> 00:16:46.802
the people that are going to do this,

00:16:46.962 --> 00:16:49.325
they have those very real challenges.

00:16:49.884 --> 00:16:53.027
They also have the psychosocial

00:16:53.067 --> 00:16:53.687
challenges.

00:16:53.727 --> 00:16:55.609
You know, I don't like hearing my voice.

00:16:56.889 --> 00:16:58.490
I will never record.

00:16:58.551 --> 00:17:00.412
I still don't record in front of my

00:17:00.451 --> 00:17:00.751
wife.

00:17:01.173 --> 00:17:02.653
I don't record in front of my kids.

00:17:03.214 --> 00:17:04.974
It's just something that I have to do

00:17:05.035 --> 00:17:05.674
separately.

00:17:05.694 --> 00:17:05.935
Yeah.

00:17:06.576 --> 00:17:08.778
And I've done tens of thousands of videos.

00:17:09.259 --> 00:17:09.919
So it's like,

00:17:10.819 --> 00:17:13.102
I want this to not just be about

00:17:13.262 --> 00:17:15.044
the logistics, the mechanics.

00:17:15.064 --> 00:17:17.366
Okay, how do you hit record?

00:17:17.406 --> 00:17:19.248
How do you record during a busy day?

00:17:19.307 --> 00:17:21.430
Like for Dave and stuff like that.

00:17:22.111 --> 00:17:24.392
I also want it to be that psychological

00:17:24.432 --> 00:17:25.172
component of,

00:17:25.652 --> 00:17:27.472
I know that I should be doing this.

00:17:28.032 --> 00:17:29.593
Why am I not doing it?

00:17:29.732 --> 00:17:31.314
What's holding me back?

00:17:31.394 --> 00:17:32.933
How do I deal with that?

00:17:33.993 --> 00:17:35.674
A big one is the reward.

00:17:35.714 --> 00:17:37.174
Like you look at psychology,

00:17:37.255 --> 00:17:38.155
we understand, okay,

00:17:38.175 --> 00:17:39.435
there's a variable reward.

00:17:39.516 --> 00:17:43.777
I pull that slot machine handle,

00:17:43.797 --> 00:17:44.777
which they don't do that anymore.

00:17:44.836 --> 00:17:46.038
Now it's just pushing the button.

00:17:47.778 --> 00:17:48.739
uh i i can't i don't want to

00:17:48.778 --> 00:17:50.480
win every time because then it's boring

00:17:50.640 --> 00:17:53.181
right right right how does somebody with

00:17:53.240 --> 00:17:56.642
twenty seven subscribers keep making

00:17:56.682 --> 00:17:59.503
content that's getting twelve views yeah

00:17:59.923 --> 00:18:02.704
because they never get the variable reward

00:18:02.744 --> 00:18:04.526
like i still have a chance once a

00:18:04.586 --> 00:18:06.166
month once every two months i'll hit a

00:18:06.207 --> 00:18:08.448
million two million five million views on

00:18:08.488 --> 00:18:08.827
a post

00:18:09.607 --> 00:18:11.891
Somebody with twenty seven followers is

00:18:11.971 --> 00:18:13.031
not going to get that.

00:18:13.051 --> 00:18:15.294
So they have to figure out how do

00:18:15.354 --> 00:18:18.336
I build my own reward system to keep

00:18:18.376 --> 00:18:22.280
that that endorphin dopamine going until I

00:18:22.320 --> 00:18:23.542
get to where, OK,

00:18:23.603 --> 00:18:25.345
now the algorithm is going to reward me.

00:18:25.924 --> 00:18:27.606
That's where the belt system comes in,

00:18:27.866 --> 00:18:29.248
right?

00:18:29.488 --> 00:18:30.588
I wrote an ad or I created an

00:18:30.630 --> 00:18:32.832
ad for APTA's CSM last year where I

00:18:32.872 --> 00:18:35.334
said, why should I come to CSM, right?

00:18:35.374 --> 00:18:36.575
And everybody talks about the features,

00:18:36.634 --> 00:18:38.237
CEUs and courses and blah.

00:18:38.257 --> 00:18:38.596
And I go,

00:18:39.076 --> 00:18:40.979
come see future versions of yourself

00:18:41.019 --> 00:18:42.259
everywhere.

00:18:42.400 --> 00:18:43.381
That's the result.

00:18:43.882 --> 00:18:45.423
You don't want to just go to Anaheim

00:18:45.462 --> 00:18:46.743
or this year it's in Philadelphia.

00:18:47.204 --> 00:18:49.707
You want to go and either there's a

00:18:49.767 --> 00:18:50.407
tipping point.

00:18:51.499 --> 00:18:53.279
You want to either see future versions of

00:18:53.299 --> 00:18:55.401
yourself or you want to be able to

00:18:55.461 --> 00:18:57.843
help people become future versions of

00:18:57.883 --> 00:18:58.603
themselves, right?

00:18:58.623 --> 00:19:01.105
That's sort of why most academics do this.

00:19:01.204 --> 00:19:02.065
It ain't for the pay.

00:19:02.184 --> 00:19:02.865
Like, trust me,

00:19:02.945 --> 00:19:04.026
I've talked to academic friends.

00:19:04.066 --> 00:19:05.267
It ain't for the pay, right?

00:19:05.307 --> 00:19:06.288
And the schedule's good,

00:19:06.587 --> 00:19:07.868
but it's getting worse.

00:19:07.909 --> 00:19:08.848
They have more work.

00:19:09.088 --> 00:19:09.410
So it's like,

00:19:09.950 --> 00:19:11.131
what do you want to become?

00:19:12.250 --> 00:19:13.592
One thing I will add to this,

00:19:13.612 --> 00:19:14.791
and I'm sure I'll do it throughout the

00:19:14.811 --> 00:19:16.012
challenge, we should have, like,

00:19:16.032 --> 00:19:16.593
an update.

00:19:16.613 --> 00:19:17.074
We should do, like,

00:19:17.094 --> 00:19:20.115
a hot ten every episode throughout the

00:19:20.154 --> 00:19:20.996
month of October.

00:19:21.115 --> 00:19:22.675
Like, let's shout people out.

00:19:22.695 --> 00:19:24.317
Let's give them the public recognition.

00:19:24.877 --> 00:19:26.018
Oh, here's a crazy idea.

00:19:26.317 --> 00:19:27.358
Let's give out awards.

00:19:28.632 --> 00:19:30.792
let's and let's bracket it if you start

00:19:30.873 --> 00:19:32.753
out with three thousand subscribers we're

00:19:32.773 --> 00:19:33.914
not going to put you in the same

00:19:34.335 --> 00:19:36.175
bracket as someone who starts with zero

00:19:36.215 --> 00:19:38.717
that's not fair it's not fair most

00:19:38.777 --> 00:19:40.978
improved like biggest variable let's have

00:19:40.998 --> 00:19:43.298
all sorts of categories i got a three

00:19:43.358 --> 00:19:45.160
printer i'll print out some i'll print out

00:19:45.200 --> 00:19:48.521
some weird trophies let's get weird um but

00:19:48.561 --> 00:19:50.403
the thing i was going to say was

00:19:51.103 --> 00:19:51.242
uh

00:19:52.631 --> 00:19:55.632
We've sort of Kim Kardashianed ourselves.

00:19:56.113 --> 00:19:57.752
I helped a friend start a podcast,

00:19:57.792 --> 00:19:58.394
Katie Sutton.

00:19:58.834 --> 00:20:01.035
She kept saying, well, I'm just a PTA.

00:20:01.134 --> 00:20:02.055
I'm just a PTA.

00:20:02.095 --> 00:20:02.454
And I was like,

00:20:02.474 --> 00:20:03.355
I need you to get that word out

00:20:03.375 --> 00:20:03.855
of your mouth.

00:20:04.296 --> 00:20:06.517
Now her podcast is PTA Plus.

00:20:06.757 --> 00:20:08.357
Now it is an ad, not a subtract.

00:20:08.798 --> 00:20:09.979
And she was like, I'm getting like,

00:20:10.378 --> 00:20:12.559
eight hundred listens an episode.

00:20:12.619 --> 00:20:12.960
And I was like,

00:20:14.332 --> 00:20:15.311
What's your TAM?

00:20:15.451 --> 00:20:17.792
What's your total addressable mark?

00:20:17.932 --> 00:20:20.252
How many PTAs are there that speak

00:20:20.512 --> 00:20:21.854
English, right?

00:20:22.273 --> 00:20:23.814
And you're getting eight hundred or

00:20:23.874 --> 00:20:25.335
something per episode?

00:20:25.855 --> 00:20:27.434
What would that look like in a room?

00:20:27.474 --> 00:20:28.934
If you rented out a bar and said,

00:20:28.974 --> 00:20:30.096
I'm gonna bring eight hundred people,

00:20:30.135 --> 00:20:31.496
the bar would go, can't do it,

00:20:31.635 --> 00:20:32.076
too many.

00:20:32.516 --> 00:20:33.717
I need you to put it in perspective.

00:20:33.737 --> 00:20:34.977
That's what I want this challenge to do.

00:20:35.856 --> 00:20:37.577
i want to bring dave in because i

00:20:37.617 --> 00:20:39.739
want to get dave's perspective but real

00:20:39.759 --> 00:20:41.880
quick i've got to share an embarrassing

00:20:41.940 --> 00:20:45.882
fact i was listening to occupational

00:20:45.922 --> 00:20:48.143
therapist assistants on tick tock

00:20:48.182 --> 00:20:51.423
yesterday i had i just said it i

00:20:51.463 --> 00:20:52.464
had no idea

00:20:53.464 --> 00:20:56.928
It's occupational therapy assistant,

00:20:57.509 --> 00:21:00.551
but it's physical therapist assistant.

00:21:00.571 --> 00:21:02.093
Yeah, we're bad.

00:21:02.113 --> 00:21:04.134
I am dying to hear the background on

00:21:04.214 --> 00:21:06.376
how this happened and how they're not the

00:21:06.457 --> 00:21:08.298
same terminology.

00:21:08.499 --> 00:21:09.798
Do you know why you probably never heard

00:21:09.818 --> 00:21:09.959
that?

00:21:09.999 --> 00:21:11.599
It's because they call themselves CODAs.

00:21:11.619 --> 00:21:13.721
Like they use the acronym.

00:21:13.901 --> 00:21:16.161
PTA is just saying P-T-A.

00:21:16.320 --> 00:21:18.182
We don't say it's S-C-U-B-A.

00:21:18.221 --> 00:21:18.942
We say SCUBA.

00:21:18.961 --> 00:21:19.761
There's a word for that,

00:21:19.781 --> 00:21:21.063
like where it's the acronym or when the

00:21:21.143 --> 00:21:21.782
acronym becomes,

00:21:21.823 --> 00:21:22.442
someone will shout it out,

00:21:22.603 --> 00:21:23.923
when the acronym becomes the word.

00:21:24.324 --> 00:21:25.683
I didn't know that either because my aunt

00:21:25.844 --> 00:21:26.923
is one, my cousin is one,

00:21:26.963 --> 00:21:28.664
and they just call themselves CODAs,

00:21:28.984 --> 00:21:30.325
which kind of sounds cooler,

00:21:30.404 --> 00:21:33.026
I gotta be honest with you.

00:21:33.046 --> 00:21:33.405
All right, Dave,

00:21:33.425 --> 00:21:35.326
you have made a huge push

00:21:36.166 --> 00:21:38.569
putting out tons more content you got onto

00:21:38.609 --> 00:21:41.534
tick tock recently um i want to hear

00:21:41.554 --> 00:21:43.817
a little bit of the context behind one

00:21:43.977 --> 00:21:47.201
how's it going and two how did you

00:21:47.260 --> 00:21:49.845
get that into your daily routine because

00:21:49.904 --> 00:21:51.467
before you came on jimmy and i were

00:21:51.507 --> 00:21:53.710
talking and we said like people are busy

00:21:54.109 --> 00:21:55.030
They're treating patients,

00:21:55.050 --> 00:21:56.192
they're doing documentation,

00:21:56.211 --> 00:21:57.152
they're submitting claims,

00:21:57.172 --> 00:21:58.894
they're following, yeah, they have family,

00:21:58.933 --> 00:22:00.174
they have personal lives.

00:22:00.934 --> 00:22:03.797
You were able to add this into your

00:22:03.876 --> 00:22:05.338
daily routine.

00:22:05.358 --> 00:22:07.319
Did you have to take something away?

00:22:07.740 --> 00:22:09.682
Did you just layer it on top of

00:22:09.721 --> 00:22:11.163
something you were already doing?

00:22:11.763 --> 00:22:13.525
How's it going and how did you get

00:22:13.605 --> 00:22:14.885
it to happen?

00:22:17.527 --> 00:22:19.847
Uh, well, first of all, you guys,

00:22:19.907 --> 00:22:21.607
both of you have been a big push,

00:22:21.667 --> 00:22:21.827
right?

00:22:21.887 --> 00:22:23.528
Cause I, whether it's, uh,

00:22:23.548 --> 00:22:24.648
we want to attract more patients.

00:22:24.669 --> 00:22:26.390
So Tony has said he'll put out a

00:22:26.410 --> 00:22:28.309
bunch of content and then people will call

00:22:28.349 --> 00:22:30.691
him from other States to consult with him.

00:22:30.730 --> 00:22:32.432
So I was like, huh, that's interesting.

00:22:32.471 --> 00:22:33.912
Like, and we know Tony's great.

00:22:33.971 --> 00:22:35.413
Now Tony's super humble and he's like,

00:22:35.532 --> 00:22:35.913
I'm not,

00:22:35.992 --> 00:22:37.292
I'm just like a regular physical

00:22:37.333 --> 00:22:37.673
therapist.

00:22:37.692 --> 00:22:37.833
Right.

00:22:37.853 --> 00:22:38.153
So like,

00:22:38.512 --> 00:22:39.953
that's why I wanted to join this video.

00:22:39.973 --> 00:22:41.473
That's why I wanted to talk about this

00:22:41.574 --> 00:22:43.295
whole challenge because, um,

00:22:44.394 --> 00:22:45.215
Anyone can do this.

00:22:45.256 --> 00:22:46.695
You just have to go on and do

00:22:46.736 --> 00:22:46.817
it.

00:22:47.096 --> 00:22:48.917
So in terms of my regular workflow of

00:22:48.958 --> 00:22:49.258
my day,

00:22:49.278 --> 00:22:50.679
like sometimes I'm doing these in the

00:22:50.719 --> 00:22:53.299
subway, uh, where it's like, you know,

00:22:53.461 --> 00:22:55.102
on and off wifi and it takes a

00:22:55.122 --> 00:22:55.882
while to, you know,

00:22:55.902 --> 00:22:58.343
and it's frustrating to even to lose wifi.

00:22:58.683 --> 00:22:59.304
Which by the way,

00:22:59.344 --> 00:23:02.365
for your brand is dead on, like,

00:23:02.865 --> 00:23:03.987
like dead on,

00:23:04.227 --> 00:23:06.008
like do not do anything in a studio

00:23:06.067 --> 00:23:07.209
for your brand at all.

00:23:08.173 --> 00:23:08.273
No,

00:23:08.294 --> 00:23:10.914
but I'm saying I'm uploading the worst

00:23:10.974 --> 00:23:12.714
part of this, by the way.

00:23:12.894 --> 00:23:13.154
By the way,

00:23:13.855 --> 00:23:15.715
there are bad parts of this whole

00:23:15.816 --> 00:23:16.316
experience.

00:23:16.355 --> 00:23:19.477
The bad part for me is uploading the

00:23:19.517 --> 00:23:21.218
stuff, especially whether it's Instagram.

00:23:21.238 --> 00:23:22.018
And for me,

00:23:22.057 --> 00:23:24.459
TikTok sometimes takes longer to load,

00:23:24.499 --> 00:23:25.378
way more than Instagram.

00:23:26.490 --> 00:23:28.911
The uploading the post to the platform is

00:23:28.971 --> 00:23:31.592
by far the worst part of this whole

00:23:31.652 --> 00:23:32.152
experience.

00:23:32.192 --> 00:23:33.932
And Tony's talking about twenty pieces of

00:23:33.951 --> 00:23:34.751
content a day.

00:23:35.373 --> 00:23:35.992
And I want to ask him,

00:23:36.012 --> 00:23:36.492
I don't know,

00:23:36.532 --> 00:23:37.932
is that twenty videos and reels?

00:23:37.972 --> 00:23:40.594
Is that LinkedIn posts or like like text

00:23:40.634 --> 00:23:41.314
posts only?

00:23:42.233 --> 00:23:44.233
Because twenty videos a day uploading for

00:23:44.314 --> 00:23:45.493
me, I'm like, OK,

00:23:45.653 --> 00:23:47.494
I would have to be either at home

00:23:47.575 --> 00:23:49.535
or at the clinic where it's solid Wi-Fi,

00:23:49.815 --> 00:23:51.134
because if I'm doing it in the subway

00:23:51.174 --> 00:23:52.776
where I'm on cellular data,

00:23:53.236 --> 00:23:54.375
it is horrible.

00:23:55.140 --> 00:23:57.823
Almost impossible to upload two to four

00:23:57.863 --> 00:23:58.844
pieces of content a day,

00:23:58.884 --> 00:23:59.604
two to four videos.

00:23:59.644 --> 00:24:00.805
Obviously, the thirteen.

00:24:01.205 --> 00:24:01.645
Yes, for me.

00:24:01.705 --> 00:24:02.968
I don't know if it's for you guys,

00:24:02.988 --> 00:24:04.828
but the thirteen second videos upload

00:24:04.848 --> 00:24:05.269
faster.

00:24:05.589 --> 00:24:07.050
Some of my videos are like a minute

00:24:07.070 --> 00:24:08.373
or two because it's like a little longer

00:24:08.413 --> 00:24:10.374
form and they take so long.

00:24:11.414 --> 00:24:13.057
So I want to I'm kind of like

00:24:13.156 --> 00:24:14.337
a little bit audience today.

00:24:14.719 --> 00:24:16.519
I want to get Tony's and Jimmy's feedback

00:24:16.660 --> 00:24:18.362
on these challenging moments.

00:24:19.123 --> 00:24:21.104
because these are the things that I think

00:24:21.144 --> 00:24:22.025
hold other people back.

00:24:22.204 --> 00:24:24.446
I don't have any of the fear version

00:24:24.527 --> 00:24:25.627
of I don't care what any of you

00:24:25.647 --> 00:24:26.067
guys think.

00:24:26.107 --> 00:24:28.750
I don't care what any person on TikTok

00:24:28.970 --> 00:24:31.092
comments and says, you know, Ethan.

00:24:31.132 --> 00:24:32.773
It's just Ethan, not Dr. Ethan.

00:24:32.834 --> 00:24:33.753
It's Ethan only, right?

00:24:34.194 --> 00:24:35.935
Thanks for the engagement.

00:24:36.036 --> 00:24:37.037
Yeah, thanks for the engagement.

00:24:37.436 --> 00:24:40.118
I'm years beyond caring about what it

00:24:40.319 --> 00:24:42.240
looks like or if I don't check all

00:24:42.260 --> 00:24:43.362
the captions properly,

00:24:43.422 --> 00:24:44.643
something is misspelled or whatever.

00:24:45.503 --> 00:24:46.605
But I do hate...

00:24:47.164 --> 00:24:48.586
The manually uploading,

00:24:48.886 --> 00:24:52.391
and I'm going to jump off this soapbox

00:24:52.411 --> 00:24:52.830
for a second.

00:24:53.872 --> 00:24:55.032
I know that I previously mentioned on the

00:24:55.053 --> 00:24:57.115
show that I wanted to just outsource this,

00:24:57.154 --> 00:24:58.336
but Tony still does it.

00:24:58.376 --> 00:25:00.479
So it's like, what am I doing wrong?

00:25:00.739 --> 00:25:02.201
I'm not on solid Wi-Fi.

00:25:02.500 --> 00:25:03.882
I'm talking about workflows right now.

00:25:04.563 --> 00:25:05.964
But I just want to spit out real

00:25:06.005 --> 00:25:07.967
quick my frustrations.

00:25:08.567 --> 00:25:09.907
Those are the things that hold me back

00:25:09.948 --> 00:25:10.188
from,

00:25:10.567 --> 00:25:13.069
that's what limits me to go from like,

00:25:13.190 --> 00:25:15.371
forty to twenty reels a day.

00:25:16.070 --> 00:25:16.912
So help me out, guys.

00:25:16.991 --> 00:25:17.951
And by doing so,

00:25:17.971 --> 00:25:19.192
I think you'll help out other people.

00:25:19.373 --> 00:25:19.692
Agreed.

00:25:19.952 --> 00:25:21.713
I've never even thought about this as a

00:25:21.773 --> 00:25:22.474
limiting factor.

00:25:22.494 --> 00:25:23.836
So I think we're going to find some

00:25:23.895 --> 00:25:25.115
weird problems.

00:25:26.297 --> 00:25:28.538
We did a thing with Prompt a couple

00:25:28.557 --> 00:25:29.038
of weeks ago.

00:25:29.078 --> 00:25:30.798
We brought practice owners together and

00:25:30.818 --> 00:25:31.839
did some roundtables.

00:25:31.880 --> 00:25:33.161
And the coolest part was

00:25:34.324 --> 00:25:35.125
I'm new at Prompt.

00:25:35.224 --> 00:25:36.066
I thought I was gonna have to sit

00:25:36.086 --> 00:25:37.247
there when someone threw out a question,

00:25:37.267 --> 00:25:38.167
I was gonna have to like figure out

00:25:38.188 --> 00:25:38.648
the answer.

00:25:39.569 --> 00:25:40.971
I kept my mouth shut for half a

00:25:41.050 --> 00:25:42.353
second longer,

00:25:42.452 --> 00:25:43.513
which I know shocks all of you.

00:25:44.134 --> 00:25:45.476
And then next thing you know- That is

00:25:45.496 --> 00:25:45.816
shocking.

00:25:45.955 --> 00:25:48.038
The other owners who use Prompt were like,

00:25:48.118 --> 00:25:49.359
oh, we do this, we do this.

00:25:49.599 --> 00:25:50.900
So what I'm getting at is you're going

00:25:50.920 --> 00:25:53.701
to see other people who've already like

00:25:54.080 --> 00:25:55.342
figured out their own problem.

00:25:55.801 --> 00:25:57.742
They will not be able to hold back

00:25:57.762 --> 00:25:59.182
sharing their solution.

00:25:59.442 --> 00:26:01.284
That's the best crowdsource.

00:26:01.644 --> 00:26:03.525
That's what I think the internet should be

00:26:03.565 --> 00:26:05.184
used a little more for, which is like,

00:26:05.305 --> 00:26:06.705
I have this problem who has that.

00:26:07.145 --> 00:26:08.605
And then eleven people rush to their

00:26:08.645 --> 00:26:09.185
keyboard and be like,

00:26:09.486 --> 00:26:11.586
here's the instruction manual and let me

00:26:11.606 --> 00:26:12.606
show you how to solve it.

00:26:12.666 --> 00:26:13.688
So, yeah,

00:26:13.748 --> 00:26:15.428
we can get into the real nitty gritty,

00:26:15.508 --> 00:26:15.688
right?

00:26:15.768 --> 00:26:16.628
Big picture is...

00:26:17.770 --> 00:26:18.471
Am I going to do this?

00:26:18.511 --> 00:26:19.712
Am I going to get over the psychological

00:26:19.752 --> 00:26:20.133
hurdle?

00:26:20.913 --> 00:26:21.855
How am I going to structure this?

00:26:21.894 --> 00:26:22.515
What strategy?

00:26:22.796 --> 00:26:24.037
All the way down to what Dave's talking

00:26:24.057 --> 00:26:24.717
about, which is like,

00:26:25.478 --> 00:26:26.638
can I make this faster?

00:26:26.739 --> 00:26:28.441
Can I batch share?

00:26:28.721 --> 00:26:31.323
Do I use a third-party app to schedule?

00:26:31.383 --> 00:26:32.344
I've done that before.

00:26:32.825 --> 00:26:33.845
I don't love it anymore.

00:26:33.965 --> 00:26:34.665
I like doing it.

00:26:34.705 --> 00:26:36.567
But we'll get into all of those things.

00:26:37.028 --> 00:26:38.288
And the last thing I'll say before I

00:26:38.369 --> 00:26:40.251
ironically shut up –

00:26:40.131 --> 00:26:41.352
That's what the Facebook group is going to

00:26:41.372 --> 00:26:41.893
be good at.

00:26:42.554 --> 00:26:44.095
Because someone's going to complain about

00:26:44.115 --> 00:26:44.935
something on Monday,

00:26:44.976 --> 00:26:46.238
and then three Thursdays later,

00:26:46.258 --> 00:26:47.439
someone's going to come across it.

00:26:48.038 --> 00:26:49.020
So it's going to be sort of a

00:26:49.121 --> 00:26:51.403
living library of problem, solution,

00:26:51.462 --> 00:26:52.503
solution, solution.

00:26:52.604 --> 00:26:53.925
That's what I hope this becomes.

00:26:54.692 --> 00:26:54.833
Yeah,

00:26:54.913 --> 00:26:56.434
and I think that's what we're best at

00:26:56.595 --> 00:26:57.796
as physical therapists,

00:26:58.076 --> 00:26:59.116
occupational therapists.

00:26:59.156 --> 00:27:00.718
Like, we see a problem.

00:27:00.917 --> 00:27:02.078
This has been a problem.

00:27:02.680 --> 00:27:04.922
Let's develop a solution to that problem.

00:27:05.843 --> 00:27:07.924
I shared last night, I was sitting,

00:27:08.005 --> 00:27:08.924
I had thirty minutes.

00:27:08.984 --> 00:27:11.186
I got to practice early for one of

00:27:11.207 --> 00:27:11.708
my boys.

00:27:12.167 --> 00:27:13.449
I had thirty minutes in the car.

00:27:14.049 --> 00:27:14.931
I'm like, alright,

00:27:14.951 --> 00:27:16.172
I'm going to see how long it takes

00:27:16.192 --> 00:27:18.192
me to knock out five reels.

00:27:19.729 --> 00:27:21.471
I already had the questions ready.

00:27:21.652 --> 00:27:23.253
I didn't have to think of the questions

00:27:23.273 --> 00:27:24.115
that I was answering.

00:27:24.174 --> 00:27:25.155
They were already there.

00:27:25.175 --> 00:27:26.798
I've got a list of twenty eight questions.

00:27:26.837 --> 00:27:28.701
I was going through like six to eleven

00:27:28.740 --> 00:27:29.141
or something.

00:27:30.002 --> 00:27:32.202
So hit record, answer the question.

00:27:32.242 --> 00:27:33.824
Hit record, answer the question.

00:27:33.844 --> 00:27:34.824
So I go through it,

00:27:35.364 --> 00:27:36.203
I trim the front,

00:27:36.284 --> 00:27:37.983
I trim the back just on the native

00:27:38.003 --> 00:27:38.624
phone app.

00:27:39.005 --> 00:27:40.605
I upload to YouTube first.

00:27:41.224 --> 00:27:42.525
What drives me crazy,

00:27:42.545 --> 00:27:43.884
and this is to Dave's point,

00:27:44.585 --> 00:27:46.826
on the YouTube platform,

00:27:46.846 --> 00:27:49.226
and the same with Instagram, I upload,

00:27:49.326 --> 00:27:50.987
I have to wait for it to upload.

00:27:51.467 --> 00:27:52.527
It could be a minute.

00:27:52.666 --> 00:27:53.346
It could be a minute.

00:27:53.646 --> 00:27:55.586
Then I have to add the captions and

00:27:55.626 --> 00:27:57.147
wait for the captions to render.

00:27:57.188 --> 00:27:59.067
It could be another forty seconds.

00:27:59.667 --> 00:28:01.868
then i title it then i save it

00:28:01.989 --> 00:28:04.108
i let it sit unlisted then i go

00:28:04.148 --> 00:28:06.769
to instagram what what do you mean by

00:28:06.849 --> 00:28:10.590
add the captions so so youtube studio the

00:28:10.790 --> 00:28:13.432
app you upload the video then in the

00:28:13.612 --> 00:28:16.633
app you add the native captions you just

00:28:16.673 --> 00:28:19.433
hit caption and it it processes the audio

00:28:19.513 --> 00:28:20.994
and then see the app that i use

00:28:21.015 --> 00:28:23.234
does it for me while while it's rendering

00:28:23.255 --> 00:28:24.395
the video that's not a part of the

00:28:24.435 --> 00:28:25.096
process for me

00:28:25.669 --> 00:28:26.709
The thing for that is,

00:28:26.749 --> 00:28:28.170
and this is what we don't know,

00:28:29.170 --> 00:28:31.090
I don't know that those captions,

00:28:31.111 --> 00:28:33.050
because I do that with CapCut sometimes,

00:28:33.471 --> 00:28:36.311
are as good as the native caption on

00:28:36.352 --> 00:28:37.571
the YouTube Studio platform.

00:28:37.592 --> 00:28:37.672
Well,

00:28:37.692 --> 00:28:39.212
I know it shows up eventually because

00:28:39.252 --> 00:28:40.712
sometimes if I have captions on,

00:28:40.813 --> 00:28:42.153
I have captions on captions.

00:28:42.173 --> 00:28:42.554
Okay.

00:28:43.334 --> 00:28:44.275
So I know it shows up.

00:28:44.315 --> 00:28:45.056
I know it renders for me.

00:28:45.076 --> 00:28:46.017
Yeah, yeah.

00:28:46.057 --> 00:28:47.419
So anyway, so I do that.

00:28:47.479 --> 00:28:48.579
Then I go to Instagram.

00:28:48.599 --> 00:28:50.402
Then Instagram auto-posts to Facebook and

00:28:50.422 --> 00:28:51.143
to Pinterest.

00:28:51.683 --> 00:28:54.426
It took me exactly twenty-nine minutes to

00:28:54.487 --> 00:28:56.990
record and post five reels,

00:28:57.170 --> 00:28:59.532
each reel approximately forty to ninety

00:28:59.593 --> 00:29:00.073
seconds.

00:29:00.794 --> 00:29:01.835
So here's a good goal.

00:29:02.414 --> 00:29:03.655
Whatever that is,

00:29:03.875 --> 00:29:05.817
let's save twenty percent by the end of

00:29:05.836 --> 00:29:06.156
the month.

00:29:06.237 --> 00:29:07.637
Let's figure out hacks.

00:29:07.897 --> 00:29:08.157
Right.

00:29:08.198 --> 00:29:10.038
Like Alpesh here just chimes in.

00:29:10.439 --> 00:29:12.460
He uses this plan with two ends dot

00:29:12.500 --> 00:29:12.740
com.

00:29:12.760 --> 00:29:13.580
He scheduled the whole week.

00:29:13.601 --> 00:29:13.901
It's ten.

00:29:14.060 --> 00:29:14.602
It's ten bucks.

00:29:15.142 --> 00:29:17.423
Like we could have sections of the month

00:29:17.442 --> 00:29:18.223
where we're like, OK,

00:29:18.243 --> 00:29:19.703
let's talk about third party schedule

00:29:20.005 --> 00:29:20.424
schedulers.

00:29:20.505 --> 00:29:21.965
Number one, should you use one or not?

00:29:23.046 --> 00:29:24.346
And then if you're gonna use one,

00:29:24.586 --> 00:29:25.528
here's the warts.

00:29:25.667 --> 00:29:26.647
I want the warts.

00:29:26.948 --> 00:29:28.588
I want the bad parts first.

00:29:28.888 --> 00:29:30.329
Cost, difficulty,

00:29:30.750 --> 00:29:32.131
does it throttle your posts?

00:29:32.391 --> 00:29:33.711
And then we get into the good stuff,

00:29:33.751 --> 00:29:35.093
which is it makes it easy,

00:29:35.153 --> 00:29:36.693
it's very visual, it gives me analytics.

00:29:37.913 --> 00:29:41.316
This content challenge will create more

00:29:41.355 --> 00:29:43.057
content for people like Tony and I,

00:29:43.076 --> 00:29:44.478
because we talk to creators,

00:29:44.817 --> 00:29:46.378
but hopefully it takes people like Dave

00:29:46.398 --> 00:29:46.739
and says,

00:29:47.298 --> 00:29:48.140
Oh, I never thought about that.

00:29:48.160 --> 00:29:49.863
That saves me twenty two percent on a

00:29:49.923 --> 00:29:51.986
task that I do sixty three times a

00:29:52.046 --> 00:29:52.346
month.

00:29:52.645 --> 00:29:55.470
That's a big savings time and money.

00:29:55.490 --> 00:29:57.272
Dave never answered the second question,

00:29:57.292 --> 00:29:59.816
which is how we increase content.

00:30:00.257 --> 00:30:01.337
We'll come back to that in just a

00:30:01.397 --> 00:30:01.739
second.

00:30:03.224 --> 00:30:04.365
This goes back to,

00:30:04.445 --> 00:30:05.787
and you guys hear me say the meta

00:30:05.807 --> 00:30:06.428
game a lot.

00:30:06.488 --> 00:30:08.229
You know, there's the game, right?

00:30:08.288 --> 00:30:08.689
Poker,

00:30:09.049 --> 00:30:10.530
I want the best hand I could have.

00:30:10.590 --> 00:30:12.592
Then there's the meta game of poker.

00:30:13.012 --> 00:30:15.473
What do I think Jimmy has behind his

00:30:15.513 --> 00:30:15.795
hand?

00:30:16.115 --> 00:30:17.556
If Jimmy's not a great player,

00:30:17.935 --> 00:30:19.517
he might look at two pair and think

00:30:19.837 --> 00:30:20.817
he's got the nuts.

00:30:20.837 --> 00:30:22.579
He's got the best possible hand.

00:30:23.500 --> 00:30:25.961
I know his two pair don't beat my

00:30:26.001 --> 00:30:26.461
straight.

00:30:26.882 --> 00:30:28.624
But Jimmy might not realize that as a

00:30:28.683 --> 00:30:30.765
new player, but Jimmy is so excited,

00:30:30.785 --> 00:30:31.065
you know?

00:30:31.105 --> 00:30:31.605
And so like,

00:30:32.026 --> 00:30:33.787
what's the game under the game?

00:30:34.406 --> 00:30:35.948
I tell all of the people when I

00:30:35.969 --> 00:30:37.529
was teaching the Medicare billing course,

00:30:37.589 --> 00:30:38.730
any course that I teach, I'm like,

00:30:39.290 --> 00:30:40.151
look at this.

00:30:40.330 --> 00:30:42.232
Reverse engineer this.

00:30:42.752 --> 00:30:43.634
Al Pesh is here.

00:30:43.693 --> 00:30:44.433
Scott's here.

00:30:44.513 --> 00:30:46.174
We've got other people in the chat.

00:30:46.875 --> 00:30:48.017
You guys showed up.

00:30:48.416 --> 00:30:50.337
You guys are giving me an hour or

00:30:50.417 --> 00:30:52.660
so of your most valuable time.

00:30:53.200 --> 00:30:53.301
Thank you.

00:30:53.567 --> 00:30:55.147
You could be doing other things that put

00:30:55.188 --> 00:30:56.888
money in your pocket right this second.

00:30:57.769 --> 00:30:59.691
How did we get you to show up?

00:31:00.271 --> 00:31:01.972
How did we get you to want to

00:31:02.012 --> 00:31:02.873
be part of this?

00:31:02.932 --> 00:31:03.733
I didn't sell you.

00:31:03.773 --> 00:31:04.574
I didn't convince you.

00:31:04.634 --> 00:31:06.955
I didn't pay ads to get you here,

00:31:07.415 --> 00:31:07.696
you know?

00:31:07.737 --> 00:31:10.377
And so it's like reverse engineer what

00:31:10.417 --> 00:31:10.719
Jimmy,

00:31:10.739 --> 00:31:12.319
Dave and I are doing right now and

00:31:12.400 --> 00:31:14.240
how we're working through this process.

00:31:14.340 --> 00:31:17.083
And then you can take that framework and

00:31:17.123 --> 00:31:18.243
put it into whatever you want.

00:31:18.304 --> 00:31:20.805
If you're a neurological specialist

00:31:20.845 --> 00:31:22.787
working on post-stroke rehab,

00:31:23.487 --> 00:31:25.588
Turn this into that.

00:31:25.929 --> 00:31:28.131
Take this framework and then apply it to

00:31:28.290 --> 00:31:28.791
anything.

00:31:29.291 --> 00:31:31.094
I apply it to my total knee replacement

00:31:31.114 --> 00:31:31.794
community.

00:31:32.634 --> 00:31:33.836
Jimmy had mentioned like,

00:31:34.936 --> 00:31:36.858
we know people love to share their

00:31:36.919 --> 00:31:38.961
stories, love to share their solutions.

00:31:39.101 --> 00:31:41.563
I put a post out about, hey,

00:31:41.603 --> 00:31:42.844
what did you do for this?

00:31:43.364 --> 00:31:46.527
A thousand comments telling me what they

00:31:46.567 --> 00:31:46.946
did.

00:31:47.980 --> 00:31:48.621
Go ahead.

00:31:48.641 --> 00:31:49.701
I was reverse engineering.

00:31:49.741 --> 00:31:49.842
Like,

00:31:50.122 --> 00:31:51.343
like I think Dave and I were talking

00:31:51.363 --> 00:31:56.026
like, why is Tony's audience so engaged?

00:31:56.066 --> 00:31:57.767
Like, why does Tony put up a question?

00:31:58.326 --> 00:32:00.107
The graphic is not well designed.

00:32:00.127 --> 00:32:02.028
Like it's like the Facebook graphic.

00:32:02.088 --> 00:32:02.308
Right.

00:32:02.869 --> 00:32:05.490
And you ask a simple question about how

00:32:05.510 --> 00:32:07.271
long did you wait to do blobby blue

00:32:07.392 --> 00:32:08.252
after knee replacement?

00:32:08.313 --> 00:32:09.753
And you get a thousand comments.

00:32:10.453 --> 00:32:11.775
And the answer to me is no.

00:32:12.877 --> 00:32:15.660
That's a really deep thing you went

00:32:15.680 --> 00:32:16.039
through.

00:32:16.640 --> 00:32:17.740
You've seen a knee replacement.

00:32:17.961 --> 00:32:20.221
Dude, they are black and decker.

00:32:20.541 --> 00:32:22.042
They are chopping off bone.

00:32:22.063 --> 00:32:23.423
And people, remember as a PT student,

00:32:23.443 --> 00:32:23.864
someone's like,

00:32:23.923 --> 00:32:25.025
I don't understand why this hurts so much.

00:32:25.045 --> 00:32:28.767
I'm like, sir, sir, they sawed bones.

00:32:29.528 --> 00:32:30.807
And now you have artificial things.

00:32:31.048 --> 00:32:32.328
So these people go through this like,

00:32:32.650 --> 00:32:33.990
I mean, it's traumatic, right?

00:32:34.009 --> 00:32:36.332
It's a traumatic experience.

00:32:37.150 --> 00:32:38.891
And people love to talk about themselves,

00:32:39.250 --> 00:32:39.431
right?

00:32:39.471 --> 00:32:40.011
In a good way.

00:32:40.071 --> 00:32:41.352
I'm defending that, myself included.

00:32:41.692 --> 00:32:43.113
They talk about themselves in their own

00:32:43.153 --> 00:32:43.653
context.

00:32:43.673 --> 00:32:46.214
That gives people conversation starters.

00:32:46.375 --> 00:32:47.055
Hey, where are you from?

00:32:47.075 --> 00:32:47.496
What do you do?

00:32:47.516 --> 00:32:49.076
It's why we ask those stupid questions.

00:32:49.356 --> 00:32:49.957
How's the weather?

00:32:49.977 --> 00:32:51.698
Because we all experience it together.

00:32:52.597 --> 00:32:54.239
That's something you can use.

00:32:54.499 --> 00:32:55.940
The answer isn't just copy Tony.

00:32:56.000 --> 00:32:57.300
It's what is something...

00:32:58.307 --> 00:33:00.769
that this audience that I wanna speak to

00:33:01.089 --> 00:33:03.371
has gone through that's a deep emotional

00:33:03.431 --> 00:33:05.432
thing that they would, if someone asked,

00:33:05.451 --> 00:33:06.133
hey, have you ever done that?

00:33:06.373 --> 00:33:07.773
They'd talk for twenty minutes about their

00:33:07.814 --> 00:33:08.253
experience.

00:33:08.594 --> 00:33:10.996
Find those things, find those buttons,

00:33:11.276 --> 00:33:12.556
and you push on those buttons,

00:33:12.675 --> 00:33:14.417
push that button over and over and over

00:33:14.438 --> 00:33:15.178
and over and over and over.

00:33:15.917 --> 00:33:16.979
That's what marketing is.

00:33:17.038 --> 00:33:18.839
It's not saying a thousand different

00:33:18.859 --> 00:33:19.160
things.

00:33:19.180 --> 00:33:20.540
It's saying the same thing a thousand

00:33:20.681 --> 00:33:21.040
ways.

00:33:21.382 --> 00:33:21.842
Write that down.

00:33:22.951 --> 00:33:23.451
So Dave,

00:33:23.852 --> 00:33:26.573
what's the performance update on going

00:33:26.633 --> 00:33:28.834
from relatively low production,

00:33:28.913 --> 00:33:33.455
low view to where you are now?

00:33:33.476 --> 00:33:34.316
In terms of,

00:33:34.896 --> 00:33:36.416
you're asking about performance or like

00:33:36.477 --> 00:33:38.258
outcomes or what we're seeing or what?

00:33:38.876 --> 00:33:41.019
yeah yeah just how is the tick tock

00:33:41.038 --> 00:33:42.920
channel going like that's kind of a newer

00:33:43.000 --> 00:33:45.382
endeavor you're putting in more effort to

00:33:45.422 --> 00:33:47.804
more video i think they're looking like

00:33:47.844 --> 00:33:50.205
great videos i feel like i'm starting to

00:33:50.246 --> 00:33:53.048
see comments and different things where

00:33:53.188 --> 00:33:57.070
what's going on i because i i don't

00:33:57.131 --> 00:33:59.813
want to i try to not i don't

00:33:59.833 --> 00:34:00.554
want to engage

00:34:01.291 --> 00:34:02.692
natively in any of these platforms.

00:34:02.711 --> 00:34:02.991
So I don't,

00:34:03.152 --> 00:34:04.772
I don't want to like scroll, right.

00:34:04.893 --> 00:34:05.192
I might,

00:34:05.333 --> 00:34:06.492
I might drop a like or a comment

00:34:06.512 --> 00:34:07.772
for one of your guys' posts, but like,

00:34:07.833 --> 00:34:09.353
really, I want to go on the platform.

00:34:09.592 --> 00:34:10.713
I want to just drop my post.

00:34:10.733 --> 00:34:12.293
I want to make my post and then

00:34:12.313 --> 00:34:13.273
I want to get off the platform.

00:34:13.293 --> 00:34:15.554
So, so TikTok, so, so TikTok,

00:34:15.755 --> 00:34:17.635
I am not, I have no idea.

00:34:17.715 --> 00:34:20.034
I don't ask me any questions about TikTok.

00:34:20.114 --> 00:34:21.416
I have no idea what's going on TikTok.

00:34:21.775 --> 00:34:22.835
I don't know any of the dances or

00:34:22.856 --> 00:34:24.295
the trends or the anything.

00:34:24.916 --> 00:34:25.976
So I'll take the same,

00:34:26.076 --> 00:34:26.856
I'll take the video.

00:34:26.976 --> 00:34:29.177
Like I'll take one of the raw reels

00:34:29.197 --> 00:34:29.257
and

00:34:29.884 --> 00:34:30.603
with captions.

00:34:30.764 --> 00:34:32.364
And I posted to Instagram reels and I

00:34:32.385 --> 00:34:33.304
posted to tick tock.

00:34:35.385 --> 00:34:36.626
And we're getting more comments.

00:34:36.686 --> 00:34:37.987
What's what's interesting.

00:34:38.067 --> 00:34:41.248
What's hilarious is some of like most of

00:34:41.288 --> 00:34:43.588
our posts on tick tock get like,

00:34:44.148 --> 00:34:46.750
no comments or for like months got no

00:34:46.789 --> 00:34:47.070
comments.

00:34:47.090 --> 00:34:47.650
Okay, though.

00:34:49.260 --> 00:34:50.360
It's fine because I don't care.

00:34:50.420 --> 00:34:51.882
I'm just I'm going to post the content

00:34:51.902 --> 00:34:52.342
and I'm out.

00:34:53.063 --> 00:34:53.523
I bounce.

00:34:53.563 --> 00:34:53.943
I don't care.

00:34:54.224 --> 00:34:56.166
But now a week or two ago,

00:34:56.306 --> 00:34:57.186
I posted Dr.

00:34:57.286 --> 00:35:00.170
Ethan talking about and Tony messaged me

00:35:00.210 --> 00:35:01.391
or he said something about it.

00:35:01.411 --> 00:35:04.414
But he was saying after knee surgery,

00:35:04.833 --> 00:35:06.175
what is the biggest mistake after knee

00:35:06.215 --> 00:35:06.596
surgery?

00:35:06.715 --> 00:35:08.416
And it's putting a pillow behind your knee

00:35:08.496 --> 00:35:09.878
and having your knee bent and the pillow

00:35:09.898 --> 00:35:10.820
should be under your heel.

00:35:10.840 --> 00:35:12.181
So you work more on extension.

00:35:13.635 --> 00:35:13.675
Um,

00:35:13.695 --> 00:35:15.657
so not only did that make Tony reach

00:35:15.697 --> 00:35:16.958
out to me and send me a DM,

00:35:16.998 --> 00:35:18.440
cause he's got his own clinical thoughts

00:35:18.541 --> 00:35:18.740
on it.

00:35:18.760 --> 00:35:20.483
Cause he's treated a million people with

00:35:20.563 --> 00:35:21.905
knee surgery and knee replacement.

00:35:22.865 --> 00:35:25.128
That post doesn't even,

00:35:25.728 --> 00:35:27.351
I don't even think it has hashtag knee

00:35:27.371 --> 00:35:27.851
replacement.

00:35:27.871 --> 00:35:29.233
Maybe it does, but it doesn't have,

00:35:29.393 --> 00:35:30.514
it doesn't have new replacement in the

00:35:30.534 --> 00:35:33.177
caption and it's got something comments.

00:35:34.135 --> 00:35:34.757
of people saying,

00:35:34.896 --> 00:35:38.001
I had my knee replacement six weeks ago

00:35:38.081 --> 00:35:39.722
or six months ago or six years ago,

00:35:39.822 --> 00:35:40.885
and people want to talk about it.

00:35:41.485 --> 00:35:44.028
And so people saying, I,

00:35:44.248 --> 00:35:45.811
and it's almost like,

00:35:46.271 --> 00:35:47.293
I don't know if Tony did this on

00:35:47.333 --> 00:35:48.713
purpose or if he stumbled into it,

00:35:48.733 --> 00:35:50.597
but it's like the population,

00:35:50.996 --> 00:35:53.039
people that have knee replacement,

00:35:53.420 --> 00:35:56.222
are just seem to be very significantly

00:35:56.262 --> 00:35:58.943
outspoken online compared to like any

00:35:59.123 --> 00:36:00.784
other, you know, plantar fasciitis,

00:36:00.824 --> 00:36:04.186
rotator cuff repair, back surgery, uh,

00:36:04.246 --> 00:36:06.045
whatever, like cancer.

00:36:06.106 --> 00:36:06.387
I don't know.

00:36:06.427 --> 00:36:07.507
Whatever, whatever, whatever.

00:36:07.726 --> 00:36:10.289
Um, is that, does that sound right?

00:36:10.329 --> 00:36:10.608
Tony?

00:36:10.708 --> 00:36:12.028
Like the people that have had knee

00:36:12.068 --> 00:36:16.072
replacement want to chime in and the post

00:36:16.092 --> 00:36:17.052
was not even at, it was,

00:36:17.152 --> 00:36:18.572
it didn't even say like comment below if

00:36:18.592 --> 00:36:19.992
you've had a knee replacement and like,

00:36:20.012 --> 00:36:22.375
it was like a ton of comments.

00:36:22.474 --> 00:36:22.775
Yeah.

00:36:23.418 --> 00:36:24.260
Yeah, no,

00:36:24.280 --> 00:36:27.061
the first video that got me down this

00:36:27.141 --> 00:36:29.262
road in two thousand seventeen,

00:36:29.302 --> 00:36:32.083
two thousand sixteen was me saying,

00:36:32.123 --> 00:36:34.085
you don't have to sleep on your back

00:36:34.125 --> 00:36:36.387
with the knee extended and leg elevated.

00:36:36.447 --> 00:36:37.766
You can let the knee bend.

00:36:37.847 --> 00:36:38.628
It's OK.

00:36:39.768 --> 00:36:42.110
And that video blew up to like seventy

00:36:42.130 --> 00:36:43.070
thousand views.

00:36:44.030 --> 00:36:45.791
And that's where I saw there was

00:36:45.873 --> 00:36:49.514
opportunity here, and that was on YouTube.

00:36:49.755 --> 00:36:53.257
Now the trick is you identify that piece

00:36:53.318 --> 00:36:55.239
of content is a trigger,

00:36:56.019 --> 00:36:57.121
and you keep that.

00:36:57.161 --> 00:36:57.961
Like Jimmy said,

00:36:58.021 --> 00:36:59.963
you don't say a thousand different things.

00:36:59.983 --> 00:37:01.824
You say one thing a thousand different

00:37:01.864 --> 00:37:03.065
ways a thousand times.

00:37:03.885 --> 00:37:06.668
I've got a growing list of I know

00:37:06.708 --> 00:37:08.148
every time I put this out,

00:37:08.628 --> 00:37:10.088
I'm going to generate engagement.

00:37:10.168 --> 00:37:11.989
I'm going to generate comments and it

00:37:12.010 --> 00:37:12.610
could be negative.

00:37:12.630 --> 00:37:13.530
It could be positive.

00:37:13.670 --> 00:37:15.092
I don't go the negative route.

00:37:16.432 --> 00:37:16.813
But yeah,

00:37:16.833 --> 00:37:18.773
that that is an absolute trigger.

00:37:18.853 --> 00:37:19.273
Now,

00:37:19.534 --> 00:37:21.315
I would say like if you look in

00:37:21.375 --> 00:37:24.376
some of the discrimination support groups,

00:37:24.416 --> 00:37:26.378
if you look in the rotator cuff support

00:37:26.418 --> 00:37:28.838
groups, every one of these conditions,

00:37:29.239 --> 00:37:30.599
there is going to be a lot of

00:37:30.639 --> 00:37:31.840
people who want to talk about

00:37:34.782 --> 00:37:36.284
And you tickle those problems.

00:37:37.184 --> 00:37:40.346
And that's what generates these outsized

00:37:40.445 --> 00:37:41.126
results.

00:37:41.407 --> 00:37:42.427
Yep.

00:37:42.527 --> 00:37:43.829
And you can do it in a very

00:37:43.869 --> 00:37:44.369
positive.

00:37:44.889 --> 00:37:46.650
That's why I started the knee replacement

00:37:46.670 --> 00:37:47.291
support group,

00:37:47.311 --> 00:37:48.931
which is over twenty three thousand

00:37:48.972 --> 00:37:49.753
members now,

00:37:50.193 --> 00:37:52.855
because I saw all the negativity and the

00:37:52.894 --> 00:37:54.755
hate and the destruction that was out

00:37:54.775 --> 00:37:54.916
there.

00:37:54.936 --> 00:37:55.195
I was like,

00:37:55.215 --> 00:37:56.556
there's got to be something better.

00:37:57.938 --> 00:37:58.318
So.

00:37:58.338 --> 00:37:59.498
So, yeah,

00:37:59.518 --> 00:38:01.981
we as a profession rage on this.

00:38:02.641 --> 00:38:03.342
We will say,

00:38:03.442 --> 00:38:04.963
look at this person over here.

00:38:04.983 --> 00:38:06.625
We'll attack their qualifications.

00:38:07.385 --> 00:38:08.987
I think that's the dumbest.

00:38:09.007 --> 00:38:10.449
That's called ad hominem.

00:38:10.469 --> 00:38:11.469
That's a logical fallacy.

00:38:11.750 --> 00:38:13.952
Look at this chiropractor over here.

00:38:14.052 --> 00:38:15.554
Don't attack them because they're a

00:38:15.574 --> 00:38:16.213
chiropractor.

00:38:16.554 --> 00:38:18.155
Attack the argument, never the person.

00:38:19.195 --> 00:38:20.635
but don't even attack the argument.

00:38:21.315 --> 00:38:21.476
So,

00:38:21.615 --> 00:38:24.155
so many PTs go into PT focus groups

00:38:24.677 --> 00:38:25.356
to kibitz,

00:38:25.637 --> 00:38:27.297
to bitch about something outside,

00:38:27.536 --> 00:38:28.637
but they don't do anything about it.

00:38:29.277 --> 00:38:30.657
How do we stop these people on the

00:38:30.697 --> 00:38:31.757
internet for spreading lies?

00:38:32.018 --> 00:38:32.438
You don't.

00:38:33.039 --> 00:38:33.878
Have you met the world?

00:38:33.938 --> 00:38:34.778
Have you met people?

00:38:35.259 --> 00:38:37.380
I need you to grab a phone and

00:38:37.440 --> 00:38:38.920
create five good things.

00:38:39.099 --> 00:38:40.601
That's the only thing you got, people.

00:38:40.960 --> 00:38:41.880
Start, look at it.

00:38:41.900 --> 00:38:43.722
You're gonna build a bridge to the land

00:38:43.742 --> 00:38:44.302
of goodness?

00:38:44.661 --> 00:38:45.541
Grab a brick.

00:38:45.882 --> 00:38:47.802
A brick is a piece of content.

00:38:48.242 --> 00:38:50.364
And the other team has a six year

00:38:50.385 --> 00:38:52.347
head start and a bulldozer.

00:38:52.748 --> 00:38:55.110
So you better get to work or stop

00:38:55.150 --> 00:38:56.291
bitching about it.

00:38:56.331 --> 00:38:57.472
That's not helpful, right?

00:38:57.833 --> 00:39:00.675
This is your chance to rage against the

00:39:00.695 --> 00:39:03.039
machine in a very, very good way.

00:39:03.619 --> 00:39:05.240
And you're either helping

00:39:06.097 --> 00:39:07.940
or you're hurting, just like muscle.

00:39:08.240 --> 00:39:09.463
It's growing or atrophying.

00:39:09.623 --> 00:39:12.286
There's no homeostasis in this.

00:39:12.567 --> 00:39:14.608
You are on team, do something about it,

00:39:14.929 --> 00:39:17.914
or you are, can't complain, but you will,

00:39:18.333 --> 00:39:19.695
but you're not doing anything about it.

00:39:19.856 --> 00:39:20.617
So you're not on my team.

00:39:21.536 --> 00:39:23.557
So for people who are coming in late

00:39:23.737 --> 00:39:26.760
and for Dave, David said, you know,

00:39:27.541 --> 00:39:28.621
how much content,

00:39:28.661 --> 00:39:29.782
twenty pieces of content,

00:39:29.822 --> 00:39:30.483
all this kind of stuff.

00:39:30.523 --> 00:39:31.804
What's the what's the format?

00:39:32.164 --> 00:39:32.605
Basically,

00:39:32.644 --> 00:39:34.126
what we said was I was going to

00:39:34.166 --> 00:39:36.507
make this kind of like a martial arts

00:39:36.608 --> 00:39:37.389
dojo.

00:39:37.789 --> 00:39:39.210
You've got different levels.

00:39:39.231 --> 00:39:40.952
So a white belt coming in.

00:39:41.431 --> 00:39:43.333
They're not producing any content.

00:39:43.353 --> 00:39:44.954
They want to get one piece of content

00:39:44.974 --> 00:39:45.215
a week.

00:39:47.722 --> 00:39:49.971
Dave, what do you think?

00:39:49.990 --> 00:39:50.833
Dave, what do you think?

00:39:51.275 --> 00:39:51.717
I love it.

00:39:53.527 --> 00:39:54.909
Was that created this morning on the fly

00:39:54.929 --> 00:39:55.509
or yesterday?

00:39:55.588 --> 00:39:58.090
I was prompting it while Tony was...

00:39:58.289 --> 00:39:59.989
My original comment in the Facebook group

00:40:00.030 --> 00:40:01.471
this morning with you and with us three

00:40:01.490 --> 00:40:03.030
was, I didn't see a name.

00:40:03.090 --> 00:40:05.072
I was like, I love the belt thing.

00:40:05.152 --> 00:40:07.273
That gives me graded goals.

00:40:07.313 --> 00:40:09.634
It's not just home run or strike out.

00:40:09.673 --> 00:40:10.134
It's like, oh,

00:40:10.193 --> 00:40:11.094
I could just earn a little.

00:40:11.594 --> 00:40:12.375
And then I was like,

00:40:12.394 --> 00:40:12.934
you know my rule.

00:40:13.014 --> 00:40:13.974
It's got to have a name.

00:40:14.195 --> 00:40:15.795
The wilder, the weirder,

00:40:16.255 --> 00:40:17.036
sort of the better.

00:40:17.115 --> 00:40:18.976
And I think content dojo and you take...

00:40:19.898 --> 00:40:20.257
you know,

00:40:20.858 --> 00:40:22.780
you take everything about like martial

00:40:22.860 --> 00:40:27.702
arts and you triple down on it.

00:40:27.742 --> 00:40:28.563
So the thing that...

00:40:30.293 --> 00:40:31.733
So going through this, the belts,

00:40:31.773 --> 00:40:34.134
you know, you, Dave,

00:40:34.393 --> 00:40:36.153
I would put you in that yellow belt,

00:40:36.173 --> 00:40:38.394
green belt category where you're already

00:40:38.434 --> 00:40:39.335
creating content,

00:40:39.355 --> 00:40:40.474
you already have a channel,

00:40:40.514 --> 00:40:41.936
you already have some systems.

00:40:42.416 --> 00:40:42.936
So it's like,

00:40:43.536 --> 00:40:45.356
what is the level of challenge that's

00:40:45.376 --> 00:40:48.876
appropriate for you to move forward in

00:40:48.936 --> 00:40:49.916
this process?

00:40:51.057 --> 00:40:51.418
For me,

00:40:52.757 --> 00:40:55.038
I've hit twenty pieces of content a day.

00:40:55.237 --> 00:40:57.518
I've done it a few times, multiple times.

00:40:57.559 --> 00:40:58.418
I hit it last night.

00:40:58.918 --> 00:41:00.340
I was sitting there at ten, eight,

00:41:00.360 --> 00:41:00.880
ten p.m.,

00:41:01.260 --> 00:41:03.141
watching the Reds lose to the Braves.

00:41:03.541 --> 00:41:04.081
And I was like,

00:41:04.201 --> 00:41:06.302
I just need two more pieces of content,

00:41:06.342 --> 00:41:07.802
you know, so I pop them out, boom,

00:41:07.943 --> 00:41:09.643
hit my twenty pieces for the twenty four

00:41:09.663 --> 00:41:10.322
hour period.

00:41:11.583 --> 00:41:14.045
It's totally adaptable to wherever you

00:41:14.204 --> 00:41:14.385
are.

00:41:14.885 --> 00:41:17.726
moving you from where you are at least

00:41:17.847 --> 00:41:18.947
one or two steps forward.

00:41:19.009 --> 00:41:19.789
That's the idea.

00:41:20.068 --> 00:41:22.952
Now, my personal goal, my mission is, yes,

00:41:23.072 --> 00:41:24.932
ten reels, which are videos.

00:41:24.952 --> 00:41:26.134
They could be YouTube shorts.

00:41:26.173 --> 00:41:27.454
They could be Instagram reels.

00:41:27.474 --> 00:41:28.715
They could be Pinterest posts.

00:41:29.217 --> 00:41:34.240
Ten reels, probably six to eight photos.

00:41:34.981 --> 00:41:37.423
and then one or two either text posts

00:41:37.603 --> 00:41:39.407
or images of text posts,

00:41:40.288 --> 00:41:41.929
whatever's working well at the time.

00:41:42.289 --> 00:41:43.311
That hits my twenty.

00:41:43.831 --> 00:41:45.094
And in the process,

00:41:45.114 --> 00:41:47.115
and for everybody who's going to do this,

00:41:48.007 --> 00:41:49.168
Again, it's not just,

00:41:49.788 --> 00:41:51.489
don't look at what you see.

00:41:52.050 --> 00:41:54.451
Look at why we are doing it.

00:41:54.550 --> 00:41:55.592
I told you guys the other day,

00:41:55.692 --> 00:41:57.893
I've got a student that's coming in a

00:41:57.914 --> 00:41:58.713
couple hours a day.

00:41:59.275 --> 00:42:01.056
I tell her every single day,

00:42:01.135 --> 00:42:02.757
it doesn't matter what I do with the

00:42:02.797 --> 00:42:03.177
patient.

00:42:03.217 --> 00:42:04.177
What you have to do,

00:42:04.237 --> 00:42:05.998
your job as a student is to understand,

00:42:06.559 --> 00:42:08.000
why did I make that decision?

00:42:08.380 --> 00:42:09.722
You don't even have to agree with my

00:42:09.762 --> 00:42:10.262
decision.

00:42:10.581 --> 00:42:12.804
Just understand the process behind,

00:42:13.284 --> 00:42:15.344
why did I make this decision for this

00:42:15.385 --> 00:42:17.286
person at this moment in time?

00:42:18.367 --> 00:42:21.570
This challenge is about why is he doing

00:42:21.630 --> 00:42:21.969
that?

00:42:22.110 --> 00:42:24.731
Why is Jimmy and Dave doing that?

00:42:25.032 --> 00:42:26.813
They're not making the same decisions.

00:42:26.893 --> 00:42:29.034
What's the context around the decision?

00:42:29.576 --> 00:42:31.536
And then how do I use this to

00:42:31.577 --> 00:42:34.519
build a framework that's reproducible?

00:42:36.161 --> 00:42:37.822
I think I'm a little different than Dave.

00:42:37.942 --> 00:42:40.463
I'm not sure Dave's personality quite yet,

00:42:40.905 --> 00:42:43.626
but like I can build a framework.

00:42:44.887 --> 00:42:45.307
Say it again.

00:42:47.369 --> 00:42:48.570
I can build a framework.

00:42:48.710 --> 00:42:50.333
I can build a content schedule.

00:42:50.472 --> 00:42:51.414
I can have, you know,

00:42:51.833 --> 00:42:53.795
ten posts or ten reels a day for

00:42:53.835 --> 00:42:55.416
thirty days ready to go.

00:42:56.038 --> 00:42:57.938
But I'm not good at following it.

00:42:58.519 --> 00:43:00.300
I'm more, I think, in the Jimmy camp.

00:43:00.802 --> 00:43:02.963
I tend to get distracted really easily.

00:43:03.123 --> 00:43:04.204
I lose focus.

00:43:04.264 --> 00:43:05.485
I want to do different things.

00:43:05.666 --> 00:43:07.367
One day I might produce thirty pieces.

00:43:07.487 --> 00:43:09.449
One day I might produce five pieces.

00:43:09.489 --> 00:43:09.730
Yeah.

00:43:11.490 --> 00:43:13.632
I think Dave has a much more regimented

00:43:13.672 --> 00:43:14.552
personality,

00:43:15.072 --> 00:43:17.554
and so he can follow a proven process.

00:43:17.594 --> 00:43:19.036
You give Dave a proven process,

00:43:19.376 --> 00:43:20.336
he's going to make it work.

00:43:20.737 --> 00:43:22.358
You give me a proven process,

00:43:22.838 --> 00:43:24.119
it's a fifty-fifty chance.

00:43:24.460 --> 00:43:26.521
I might not follow that process.

00:43:26.740 --> 00:43:29.382
The crazy thing happens when you stop

00:43:29.443 --> 00:43:32.264
counting shots and you just start shooting

00:43:32.304 --> 00:43:34.027
harder or swinging more.

00:43:34.686 --> 00:43:36.329
What Scott is saying here is shoot for

00:43:36.389 --> 00:43:38.389
progress, not perfection.

00:43:38.891 --> 00:43:40.811
They did a study where they took a

00:43:40.871 --> 00:43:41.733
pottery class,

00:43:41.793 --> 00:43:43.134
college-level pottery class.

00:43:43.213 --> 00:43:44.936
There are college-level pottery classes?

00:43:45.056 --> 00:43:46.436
Okay, fine.

00:43:47.418 --> 00:43:48.418
Correct me if I'm wrong or see where

00:43:48.438 --> 00:43:49.358
I screw up on this one, Tony,

00:43:49.378 --> 00:43:49.980
since you've heard of it.

00:43:50.599 --> 00:43:52.121
They A beat them,

00:43:52.221 --> 00:43:53.141
they put them in two groups,

00:43:53.260 --> 00:43:54.641
and they said, hey, group A,

00:43:54.762 --> 00:43:58.123
your goal is to create the perfect pot.

00:43:58.902 --> 00:44:00.224
Your goal is to create the,

00:44:00.264 --> 00:44:02.684
and we're gonna judge you on perfection,

00:44:02.925 --> 00:44:04.485
how close you are to perfect.

00:44:05.226 --> 00:44:06.365
And group B was,

00:44:06.585 --> 00:44:08.467
we're gonna judge you on how many pots.

00:44:08.686 --> 00:44:09.387
What kind of pots?

00:44:10.307 --> 00:44:10.867
Pots.

00:44:11.668 --> 00:44:12.268
And Tony,

00:44:12.307 --> 00:44:14.068
what happened with the two groups?

00:44:14.128 --> 00:44:15.929
Which one produced better pots?

00:44:16.846 --> 00:44:17.166
Yeah,

00:44:17.266 --> 00:44:18.768
it's the one that did a pot every

00:44:18.788 --> 00:44:19.047
day.

00:44:20.369 --> 00:44:22.329
They ended up winning the competition and

00:44:22.349 --> 00:44:23.510
this has been done kind of,

00:44:23.530 --> 00:44:24.952
or at least the story goes,

00:44:24.992 --> 00:44:26.853
it's been done a couple of different ways.

00:44:27.634 --> 00:44:31.056
It's a quantity versus quality discussion.

00:44:31.757 --> 00:44:33.038
And I think if we look at the

00:44:33.079 --> 00:44:34.679
profession as a whole,

00:44:34.719 --> 00:44:37.081
if we generalize physical therapists,

00:44:37.722 --> 00:44:39.724
They want to study, study, study, study,

00:44:39.764 --> 00:44:42.306
study and produce a perfect product as

00:44:42.387 --> 00:44:45.449
opposed to let's just go practice.

00:44:45.510 --> 00:44:46.150
Let's play.

00:44:46.210 --> 00:44:49.094
Let's have some fun and then see what

00:44:49.153 --> 00:44:49.713
happens.

00:44:50.114 --> 00:44:51.635
It is not in the nature of who's

00:44:51.675 --> 00:44:53.018
attracted to the profession.

00:44:53.637 --> 00:44:57.943
This is why I think that brands,

00:44:58.282 --> 00:45:00.945
company accounts do so poorly.

00:45:02.297 --> 00:45:02.978
Couple reasons.

00:45:03.657 --> 00:45:05.599
You're gonna have creativity by committee.

00:45:06.159 --> 00:45:07.318
You're gonna have nine.

00:45:07.820 --> 00:45:08.039
Tony,

00:45:08.059 --> 00:45:09.780
what would happen if you had nine people

00:45:09.820 --> 00:45:11.340
touch one of your videos before it went

00:45:11.420 --> 00:45:11.621
out?

00:45:12.760 --> 00:45:14.860
When you ask for someone's opinion or

00:45:14.900 --> 00:45:16.942
approval, they'll give it to you.

00:45:17.501 --> 00:45:19.523
And it doesn't mean it's any good.

00:45:21.061 --> 00:45:24.103
The other angle is marketing, dude.

00:45:24.523 --> 00:45:26.385
Tony, what you do is so freaking easy,

00:45:26.485 --> 00:45:26.925
simple.

00:45:27.065 --> 00:45:28.286
It's easy, dude.

00:45:28.327 --> 00:45:30.367
Look how low quality that is.

00:45:30.527 --> 00:45:31.628
Dude, what is it, on a phone?

00:45:32.128 --> 00:45:33.010
That's fine.

00:45:34.130 --> 00:45:35.751
People look at what you do and they

00:45:35.771 --> 00:45:36.612
go, so again,

00:45:36.913 --> 00:45:38.614
I will back you up and myself included.

00:45:38.954 --> 00:45:41.777
It's not the four thousand dollar camera.

00:45:42.516 --> 00:45:43.498
It's not the three hundred dollar

00:45:43.538 --> 00:45:44.018
microphone.

00:45:44.038 --> 00:45:45.800
It's the fact that you failed thirty two

00:45:45.840 --> 00:45:48.101
times and then you found something and you

00:45:48.141 --> 00:45:49.762
tripled down on the thing that you found.

00:45:51.365 --> 00:45:51.974
You got to get-

00:45:52.905 --> 00:45:53.826
That's actually, I think,

00:45:53.905 --> 00:45:56.708
what probably helped me jumpstart.

00:45:57.148 --> 00:45:59.128
I had already had the At Concierge Pain

00:45:59.148 --> 00:46:01.150
Relief Instagram handle for years.

00:46:01.650 --> 00:46:03.391
I think that one of those specific things

00:46:03.452 --> 00:46:04.592
over the past couple of years with Tony

00:46:04.632 --> 00:46:05.713
was I was like,

00:46:06.693 --> 00:46:07.434
I don't want to do it.

00:46:07.494 --> 00:46:08.175
I'll record it,

00:46:08.195 --> 00:46:11.378
but I do hate the processing,

00:46:11.538 --> 00:46:13.818
the uploading of the files online.

00:46:14.278 --> 00:46:15.039
And I was like,

00:46:15.079 --> 00:46:16.621
I'll just outsource it and I'll pay

00:46:16.641 --> 00:46:17.362
someone to do it or whatever.

00:46:17.681 --> 00:46:19.983
But Tony, he would just nicely drop,

00:46:20.003 --> 00:46:20.384
he's like,

00:46:21.023 --> 00:46:22.085
I'm just doing these on my phone.

00:46:23.144 --> 00:46:24.905
Like I just like pulled my phone out

00:46:24.945 --> 00:46:26.985
and I like record some patients and some

00:46:27.005 --> 00:46:29.646
videos and the more it like at some

00:46:29.686 --> 00:46:30.306
point it resonated.

00:46:30.367 --> 00:46:31.387
I don't know if it was a year

00:46:31.427 --> 00:46:32.228
ago, two years ago.

00:46:32.307 --> 00:46:33.768
At some point it resonated with me where

00:46:33.788 --> 00:46:35.869
I was just like, Oh right.

00:46:35.949 --> 00:46:36.829
Like no.

00:46:37.568 --> 00:46:38.469
Um, yes.

00:46:38.509 --> 00:46:39.909
And I'm, I'm in cam Tony as well.

00:46:39.949 --> 00:46:40.590
Leslie's here.

00:46:40.690 --> 00:46:41.530
She's in cam Tony.

00:46:41.929 --> 00:46:43.831
We're all in cam Tony because Tony helped

00:46:43.851 --> 00:46:46.490
me realize just record some stuff.

00:46:46.851 --> 00:46:48.652
And it's literally like any, um,

00:46:49.523 --> 00:46:51.005
HEP stuff or Therac stuff,

00:46:51.085 --> 00:46:52.887
anything that you're saying to a patient

00:46:52.927 --> 00:46:53.327
like, hey,

00:46:53.387 --> 00:46:55.487
there's this thing is on Amazon and it's

00:46:55.527 --> 00:46:57.730
ten bucks and it could help you sleep

00:46:57.750 --> 00:46:59.570
better or it could help you, you know,

00:46:59.670 --> 00:47:01.952
whatever between visits and just simple

00:47:01.972 --> 00:47:04.273
videos without like without it being

00:47:04.494 --> 00:47:04.795
edited,

00:47:04.815 --> 00:47:06.356
without it even going through like a

00:47:07.115 --> 00:47:09.697
person that's going to consult or edit or

00:47:09.737 --> 00:47:10.119
whatever.

00:47:10.278 --> 00:47:11.980
And like, you know, yeah, tinker with it.

00:47:12.300 --> 00:47:13.121
He's just like,

00:47:13.141 --> 00:47:14.981
just record the stuff and put it out

00:47:15.001 --> 00:47:15.141
there.

00:47:15.422 --> 00:47:16.963
And a lot of times I think over

00:47:16.983 --> 00:47:17.264
the years,

00:47:17.284 --> 00:47:17.443
like

00:47:18.164 --> 00:47:20.445
i'm still like i like i must do

00:47:20.485 --> 00:47:22.327
captions and i you know just make it

00:47:22.367 --> 00:47:24.548
better and tony if you look at thousands

00:47:24.568 --> 00:47:26.971
of tony's videos like there's no captions

00:47:26.990 --> 00:47:29.072
there's no intro there's no outro there's

00:47:29.132 --> 00:47:32.394
no call to action nothing and he's grown

00:47:32.414 --> 00:47:34.115
his instagram from nothing to like

00:47:34.396 --> 00:47:36.518
significant and tick tock significantly

00:47:36.557 --> 00:47:38.358
youtube significantly facebook group

00:47:38.378 --> 00:47:40.721
significantly and it's just from the

00:47:40.760 --> 00:47:42.402
volume so i think the biggest takeaway

00:47:42.422 --> 00:47:43.742
like we're talking about overarching

00:47:43.802 --> 00:47:45.684
things for this whole uh

00:47:46.583 --> 00:47:49.646
This whole like free challenge from Tony

00:47:49.666 --> 00:47:50.045
is just like,

00:47:50.425 --> 00:47:52.867
you guys just need to put your ego

00:47:52.907 --> 00:47:53.327
aside.

00:47:53.427 --> 00:47:54.668
You just got to record a bunch of

00:47:54.688 --> 00:47:56.009
stuff, throw it up there.

00:47:56.088 --> 00:47:56.929
Don't even care,

00:47:56.969 --> 00:47:58.070
have no expectation of it.

00:47:58.090 --> 00:47:58.969
Just put it up there.

00:47:59.550 --> 00:48:00.630
And if you do that enough,

00:48:00.751 --> 00:48:02.891
then you may see some traction,

00:48:03.413 --> 00:48:04.552
but don't have any expectations.

00:48:05.873 --> 00:48:06.554
Don't be fearful.

00:48:07.173 --> 00:48:08.715
Dr. Leslie Walkie of The Recovery Room.

00:48:08.735 --> 00:48:09.576
She just dropped a book.

00:48:10.322 --> 00:48:10.882
Dr. Walkie,

00:48:10.902 --> 00:48:12.065
I'm sorry I haven't responded to your text

00:48:12.085 --> 00:48:12.467
message.

00:48:12.907 --> 00:48:13.648
I got distracted.

00:48:13.809 --> 00:48:15.172
You have to text me eleven times to

00:48:15.192 --> 00:48:15.773
get a response.

00:48:16.134 --> 00:48:17.536
She's saying she's in Camp Tony,

00:48:17.958 --> 00:48:19.762
but her brain lives in Camp Dave.

00:48:19.961 --> 00:48:21.304
Here's the first tidbit I'll give.

00:48:22.434 --> 00:48:24.036
Here's the first ticket I'll give.

00:48:24.737 --> 00:48:25.878
Don't live in either of them.

00:48:26.119 --> 00:48:29.442
Go visit Camp Tony and be really creative

00:48:29.541 --> 00:48:31.023
and record a bunch of stuff and then

00:48:31.204 --> 00:48:32.105
put it somewhere.

00:48:32.405 --> 00:48:33.786
And then when your brain is in

00:48:33.947 --> 00:48:35.047
organization mode,

00:48:35.407 --> 00:48:36.548
go over to Camp David and go, oh,

00:48:36.608 --> 00:48:37.789
now I have stuff to process.

00:48:38.050 --> 00:48:39.092
That's where you can sort of get in

00:48:39.132 --> 00:48:40.913
flow state and like, oh,

00:48:41.034 --> 00:48:42.094
I'm going to take the video.

00:48:42.454 --> 00:48:44.295
Drop it here, wait thirty seconds,

00:48:44.376 --> 00:48:45.655
do the thing, do the thing,

00:48:45.735 --> 00:48:46.235
do the thing.

00:48:46.436 --> 00:48:47.916
That's where you can become an assembly

00:48:47.956 --> 00:48:48.197
line.

00:48:48.516 --> 00:48:50.137
I don't want you to have the creativity

00:48:50.177 --> 00:48:51.038
be an assembly line.

00:48:51.257 --> 00:48:52.597
I want there to be a process or

00:48:52.617 --> 00:48:53.518
else nothing gets done.

00:48:54.018 --> 00:48:55.259
The last thing I'll say about why I

00:48:55.298 --> 00:48:56.599
think brand camps,

00:48:57.059 --> 00:48:59.639
big huge companies with marketing teams.

00:49:00.280 --> 00:49:01.400
I've had some of those people at

00:49:01.440 --> 00:49:02.001
conferences.

00:49:02.340 --> 00:49:02.981
Pull me aside.

00:49:03.342 --> 00:49:05.242
I do not understand how your podcast

00:49:05.481 --> 00:49:06.242
outperforms us.

00:49:06.483 --> 00:49:07.282
I just, I don't get it.

00:49:07.483 --> 00:49:08.603
What's the secret?

00:49:08.882 --> 00:49:09.483
Can you help me?

00:49:10.224 --> 00:49:10.784
I said yes.

00:49:12.260 --> 00:49:14.125
What is your approval process?

00:49:14.346 --> 00:49:16.271
Let's say you have a great idea on

00:49:16.351 --> 00:49:17.393
Monday at eight a.m.

00:49:19.300 --> 00:49:21.282
How many people does that need to be

00:49:21.342 --> 00:49:23.902
touched by, approved by, changed by,

00:49:24.322 --> 00:49:26.143
and when does that idea become a thing?

00:49:26.202 --> 00:49:27.844
And she goes, I do not even,

00:49:28.083 --> 00:49:28.443
I don't even,

00:49:28.643 --> 00:49:29.885
I've been through the process for two

00:49:29.905 --> 00:49:30.065
years.

00:49:30.385 --> 00:49:31.284
I can't even tell you because it's

00:49:31.324 --> 00:49:33.005
different every time.

00:49:33.106 --> 00:49:33.965
That's all you need to hear.

00:49:34.706 --> 00:49:35.465
That's all you need to hear.

00:49:36.007 --> 00:49:37.067
I am a pirate ship.

00:49:37.746 --> 00:49:38.847
Do I want to go left today?

00:49:39.047 --> 00:49:39.827
We're going left.

00:49:40.367 --> 00:49:41.347
And what are we going to find there?

00:49:41.708 --> 00:49:42.289
Don't know,

00:49:42.648 --> 00:49:44.809
but it's my treasure if we do,

00:49:45.090 --> 00:49:46.170
and it's my loss if we don't.

00:49:46.409 --> 00:49:47.971
Brands have thirty-two people on a

00:49:47.990 --> 00:49:48.610
marketing team.

00:49:49.875 --> 00:49:51.878
Those people and their bosses have to

00:49:51.938 --> 00:49:53.021
approve every little thing.

00:49:53.641 --> 00:49:54.844
I'll give it to you an analogy.

00:49:56.166 --> 00:49:57.929
A brand says we need a better presence

00:49:57.989 --> 00:49:58.409
online.

00:49:58.429 --> 00:50:00.293
Okay, let's hire someone to do the job.

00:50:00.494 --> 00:50:01.255
Here's the problem.

00:50:02.625 --> 00:50:04.206
That person's gonna have to lay out a

00:50:04.246 --> 00:50:04.626
plan.

00:50:05.168 --> 00:50:06.528
They're gonna want you to stick to that

00:50:06.568 --> 00:50:08.451
plan forever.

00:50:09.351 --> 00:50:11.333
That's not how the world works,

00:50:11.434 --> 00:50:12.054
right off the bat.

00:50:12.114 --> 00:50:14.157
We're already off the chart, right?

00:50:15.117 --> 00:50:18.242
It's similar to, we need music.

00:50:18.961 --> 00:50:20.523
That guy plays guitar.

00:50:21.405 --> 00:50:22.284
Let's hire him.

00:50:22.925 --> 00:50:24.186
We put him in the lobby.

00:50:24.545 --> 00:50:25.106
And then we go,

00:50:25.786 --> 00:50:27.588
what we should do is, dude, rock out.

00:50:28.068 --> 00:50:28.947
Maybe some feedback.

00:50:29.168 --> 00:50:31.688
We want some fun vibe, upbeat.

00:50:31.849 --> 00:50:32.809
That's good feedback.

00:50:32.989 --> 00:50:33.610
Hey, that's good.

00:50:33.650 --> 00:50:34.971
Could you make it a little dancier?

00:50:35.311 --> 00:50:35.550
Great.

00:50:35.590 --> 00:50:35.751
Yeah.

00:50:35.771 --> 00:50:36.271
How about this?

00:50:36.710 --> 00:50:37.431
Bad feedback.

00:50:37.452 --> 00:50:38.612
And this is what brands do.

00:50:41.032 --> 00:50:42.333
I'm going to touch the strings a little

00:50:42.353 --> 00:50:44.673
bit because I've seen someone play guitar

00:50:44.793 --> 00:50:46.554
a lot and I know what I like

00:50:46.594 --> 00:50:47.153
to listen to.

00:50:48.173 --> 00:50:49.434
I'm just going to poke the strings.

00:50:49.614 --> 00:50:50.614
What's this button do?

00:50:51.835 --> 00:50:52.675
I sort of like that.

00:50:52.715 --> 00:50:53.315
Is that good?

00:50:53.675 --> 00:50:54.615
Could you play this?

00:50:54.795 --> 00:50:55.516
It's not a song,

00:50:55.536 --> 00:50:56.456
but I just like it.

00:50:56.715 --> 00:50:58.036
I saw someone else play that song.

00:50:58.157 --> 00:50:59.016
Can you do that song?

00:50:59.757 --> 00:51:01.336
You touch it too much.

00:51:01.436 --> 00:51:02.896
The last thing I'll say is why you're

00:51:02.916 --> 00:51:04.697
going to screw up or brands screw up

00:51:05.677 --> 00:51:07.057
is a scene from one of the greatest

00:51:07.097 --> 00:51:09.679
and worst movies of all time, Armageddon.

00:51:10.512 --> 00:51:11.472
Now think of the premise.

00:51:12.333 --> 00:51:14.695
You have to drop a hole in an

00:51:14.775 --> 00:51:16.335
asteroid to put a nuke to save the

00:51:16.376 --> 00:51:16.717
world.

00:51:17.217 --> 00:51:17.677
And they were like,

00:51:17.797 --> 00:51:19.938
we're gonna teach astronauts to be oil

00:51:19.978 --> 00:51:20.318
drillers.

00:51:20.358 --> 00:51:22.280
And he's like, no, no, that's dumb.

00:51:22.701 --> 00:51:24.641
These smart astronauts who were like

00:51:24.722 --> 00:51:27.123
amazing athletes and scientists and just

00:51:27.204 --> 00:51:27.643
brilliant.

00:51:28.204 --> 00:51:29.786
No, we're gonna put oil drillers in space.

00:51:29.905 --> 00:51:30.166
Okay,

00:51:30.326 --> 00:51:31.847
even if I have suspended disbelief that

00:51:31.867 --> 00:51:32.608
that's a good idea,

00:51:32.688 --> 00:51:34.829
I do love the line from Bruce Willis,

00:51:34.849 --> 00:51:35.309
which is like,

00:51:36.931 --> 00:51:38.692
somebody somewhere told you I was the

00:51:38.731 --> 00:51:39.012
best.

00:51:39.773 --> 00:51:40.614
And then he says,

00:51:40.835 --> 00:51:42.639
I'm the best because I work with the

00:51:42.681 --> 00:51:43.061
best.

00:51:43.722 --> 00:51:46.369
But also, he knows what he's doing.

00:51:46.710 --> 00:51:48.715
He knows how to dig deep hole.

00:51:49.960 --> 00:51:51.161
But for some reason,

00:51:51.521 --> 00:51:53.521
we hire Bruce Willis and his band of

00:51:53.581 --> 00:51:54.882
merry men and send them to space,

00:51:55.342 --> 00:51:57.563
and then we tell them how to dig

00:51:57.603 --> 00:51:58.164
the hole.

00:51:58.903 --> 00:52:00.184
And then when it doesn't get dug right,

00:52:00.224 --> 00:52:03.346
we go, I guess oil drillers don't work.

00:52:03.786 --> 00:52:04.427
I'll stop there.

00:52:04.507 --> 00:52:07.007
Here, I'm off my soapbox now.

00:52:07.027 --> 00:52:07.628
I'm a little shorter.

00:52:07.909 --> 00:52:10.110
But don't do everything I just said.

00:52:10.349 --> 00:52:11.329
Brands screw it up,

00:52:11.510 --> 00:52:12.490
and you can screw it up in your

00:52:12.530 --> 00:52:12.891
own brain.

00:52:14.297 --> 00:52:16.077
All right, let's, let's round the corner.

00:52:16.398 --> 00:52:17.179
Let's wrap it up.

00:52:17.918 --> 00:52:19.958
So here's the plan.

00:52:20.440 --> 00:52:21.179
Um, I will,

00:52:21.420 --> 00:52:23.880
we will continue to share content.

00:52:24.601 --> 00:52:26.101
Uh, we'll put it in the Facebook group.

00:52:26.141 --> 00:52:27.981
We'll, we'll share it across social media.

00:52:28.621 --> 00:52:30.141
Today is September.

00:52:30.681 --> 00:52:30.961
Uh,

00:52:31.981 --> 00:52:34.643
the next time I'm going to talk is

00:52:34.722 --> 00:52:35.302
Tuesday.

00:52:35.382 --> 00:52:38.244
I think it's the and basically here's the

00:52:38.264 --> 00:52:38.623
homework.

00:52:38.684 --> 00:52:39.764
Here's the assignment, right?

00:52:39.784 --> 00:52:42.005
Your H E P. Um,

00:52:43.143 --> 00:52:44.324
Choose a starting belt.

00:52:44.543 --> 00:52:46.043
I'll share a graphic,

00:52:46.125 --> 00:52:47.784
but figure out where you're starting.

00:52:48.626 --> 00:52:50.266
Are you a white belt coming in hoping

00:52:50.306 --> 00:52:51.427
to get one real week?

00:52:51.567 --> 00:52:52.487
Are you a green belt?

00:52:52.547 --> 00:52:53.387
Are you a black belt?

00:52:53.427 --> 00:52:54.148
Where are you?

00:52:54.568 --> 00:52:56.108
Figure out where you're starting because

00:52:56.128 --> 00:52:57.909
you can't know where you're going if you

00:52:57.929 --> 00:52:58.710
don't know where you've been.

00:52:58.731 --> 00:52:59.610
Bingo.

00:52:59.891 --> 00:53:02.972
Let's generate some content ideas.

00:53:03.373 --> 00:53:04.373
What is the topic?

00:53:04.434 --> 00:53:05.213
What is the niche?

00:53:05.233 --> 00:53:06.835
For me, it's total knee replacement.

00:53:07.614 --> 00:53:08.876
I would tell you, truthfully,

00:53:08.916 --> 00:53:10.298
for those running a practice,

00:53:10.559 --> 00:53:12.541
I don't even have five percent of my

00:53:12.581 --> 00:53:15.364
caseload that is total knee replacement.

00:53:15.505 --> 00:53:15.905
Wow.

00:53:15.985 --> 00:53:18.728
Ninety five percent is everything else.

00:53:19.028 --> 00:53:22.152
Wrist fracture, back pain, ankle injuries,

00:53:22.353 --> 00:53:23.074
everything else.

00:53:23.534 --> 00:53:25.396
But all of my content is about knee

00:53:25.436 --> 00:53:25.938
replacement.

00:53:27.255 --> 00:53:28.376
Figure out your topic.

00:53:28.637 --> 00:53:29.418
What is your niche?

00:53:29.438 --> 00:53:32.400
What do you want to develop?

00:53:32.500 --> 00:53:34.561
Let's get three reels.

00:53:34.981 --> 00:53:36.003
I got to give you a number.

00:53:36.023 --> 00:53:38.123
Let's get three reels recorded this

00:53:38.244 --> 00:53:39.965
morning in preparation for this.

00:53:40.706 --> 00:53:41.726
I took my phone.

00:53:42.327 --> 00:53:43.568
I started in my car.

00:53:43.668 --> 00:53:45.670
I hit record and I recorded myself,

00:53:45.750 --> 00:53:47.210
my feet walking into the clinic.

00:53:47.271 --> 00:53:49.012
I recorded the front door opening the

00:53:49.052 --> 00:53:49.313
door.

00:53:49.452 --> 00:53:51.875
I recorded Jeremy waving to me because I

00:53:51.914 --> 00:53:53.135
knew he was going to wave to me.

00:53:53.775 --> 00:53:55.137
Now I'm going to make that a reel

00:53:55.177 --> 00:53:57.458
with no audio, just music playing.

00:53:58.119 --> 00:53:58.599
And that's it.

00:53:58.619 --> 00:53:59.699
That's one of my three.

00:53:59.800 --> 00:54:01.460
Like it could be that simple.

00:54:01.920 --> 00:54:03.782
Dave does an amazing job just hitting

00:54:03.822 --> 00:54:04.242
record,

00:54:04.282 --> 00:54:05.744
walking down the streets in New York.

00:54:07.804 --> 00:54:09.065
And then on the twenty ninth,

00:54:09.465 --> 00:54:10.847
bring those three things.

00:54:10.967 --> 00:54:11.967
Where are you starting?

00:54:12.527 --> 00:54:14.128
What is the focus of the niche,

00:54:14.168 --> 00:54:14.829
the topic?

00:54:15.369 --> 00:54:17.490
And then what are the three reels that

00:54:17.510 --> 00:54:18.371
you recorded?

00:54:19.072 --> 00:54:19.992
And we'll go from there.

00:54:21.856 --> 00:54:22.777
Got it.

00:54:22.818 --> 00:54:23.097
Jimmy.

00:54:23.338 --> 00:54:24.398
Professor Maritoto.

00:54:24.418 --> 00:54:25.259
Yes, sir.

00:54:26.699 --> 00:54:27.619
Will this be on the final?

00:54:27.681 --> 00:54:27.820
No.

00:54:29.842 --> 00:54:31.663
Is this just short form video?

00:54:31.862 --> 00:54:33.844
Or if I record a short form video,

00:54:34.143 --> 00:54:36.505
do I get a point or does it

00:54:36.565 --> 00:54:37.827
count as a piece of content if I

00:54:38.166 --> 00:54:39.367
make a still out of it?

00:54:39.668 --> 00:54:41.108
Or if I make eight stills and that's

00:54:41.148 --> 00:54:43.190
a carousel and I post that three days

00:54:43.230 --> 00:54:43.449
later?

00:54:44.230 --> 00:54:44.550
Yes.

00:54:44.650 --> 00:54:45.471
Yes to all of it.

00:54:45.510 --> 00:54:47.853
So I will do a five minute video.

00:54:48.313 --> 00:54:49.614
That's one piece of content.

00:54:50.193 --> 00:54:53.094
I'll generate four short form reels of the

00:54:53.135 --> 00:54:54.576
five minute video.

00:54:55.096 --> 00:54:57.077
That's five pieces of content.

00:54:57.396 --> 00:55:00.697
I'll take screenshots from within each one

00:55:00.757 --> 00:55:02.139
of those short videos.

00:55:02.559 --> 00:55:04.199
That's four more pieces of content.

00:55:04.219 --> 00:55:06.539
And then I'll probably get a text post

00:55:06.760 --> 00:55:07.541
out of that.

00:55:07.940 --> 00:55:11.922
That's ten pieces of content from one five

00:55:11.983 --> 00:55:12.623
minute block.

00:55:13.302 --> 00:55:13.483
Now,

00:55:13.663 --> 00:55:15.405
sometimes I'll do that all in one shot.

00:55:15.545 --> 00:55:16.925
I'll do it within the same day.

00:55:17.025 --> 00:55:18.628
Sometimes, last night,

00:55:19.228 --> 00:55:21.750
I went to videos that I had recorded

00:55:21.989 --> 00:55:22.831
a couple months ago.

00:55:22.990 --> 00:55:24.132
I grabbed screenshots.

00:55:24.291 --> 00:55:25.592
Those were new posts today.

00:55:26.074 --> 00:55:27.554
So, you know, but yes,

00:55:27.594 --> 00:55:29.056
the answer to your question is yes.

00:55:29.215 --> 00:55:29.697
All of it,

00:55:30.317 --> 00:55:32.719
everything you post is a piece of content.

00:55:32.938 --> 00:55:35.420
Why wouldn't you be doing that, right?

00:55:35.481 --> 00:55:36.681
I mean, this is all I picture.

00:55:37.463 --> 00:55:39.224
when I'm telling people like how to turn

00:55:39.443 --> 00:55:41.204
one into many, I'm like,

00:55:41.324 --> 00:55:44.126
it's just the machine that you put a

00:55:44.166 --> 00:55:45.146
little bit of, you know,

00:55:45.166 --> 00:55:46.547
you put a potato in it and you

00:55:46.586 --> 00:55:49.128
squish it and fries come out and put

00:55:49.168 --> 00:55:49.989
another potato in.

00:55:50.329 --> 00:55:52.130
The hard part is guys, the hard part,

00:55:52.170 --> 00:55:53.469
have you ever tried to grow a potato?

00:55:53.829 --> 00:55:54.791
Like that's the hard part.

00:55:56.007 --> 00:55:58.188
You growing the potato is being a PT

00:55:58.230 --> 00:55:59.610
and seeing things and learning things and

00:55:59.650 --> 00:56:00.932
understanding and having a viewpoint.

00:56:01.253 --> 00:56:02.434
That's the potato.

00:56:03.094 --> 00:56:05.396
Don't let the process of turning it into

00:56:05.478 --> 00:56:07.018
lots of different pieces of content,

00:56:07.260 --> 00:56:08.541
the potato to a bunch of fries.

00:56:08.800 --> 00:56:10.623
Don't let that be the part that slows

00:56:10.643 --> 00:56:11.083
you down.

00:56:11.623 --> 00:56:12.905
You invested time, effort,

00:56:12.925 --> 00:56:14.547
and money into growing the potato.

00:56:14.588 --> 00:56:16.530
I just compared everybody's brains to a

00:56:16.570 --> 00:56:16.909
potato.

00:56:16.989 --> 00:56:17.510
I realize that.

00:56:17.650 --> 00:56:20.675
let's make today's parting shots what our

00:56:20.876 --> 00:56:23.599
own expectation is for doing this i'll

00:56:23.639 --> 00:56:27.425
start my my expectation is and i've shared

00:56:27.445 --> 00:56:30.369
this publicly i want facebook i'm going to

00:56:30.389 --> 00:56:32.351
share across everything facebook instagram

00:56:32.391 --> 00:56:34.253
youtube and tick tock and pinterest

00:56:34.974 --> 00:56:37.436
But I want Facebook alone to generate ten

00:56:37.456 --> 00:56:39.416
thousand dollars a month.

00:56:40.036 --> 00:56:42.697
I know creators who are generating fifty

00:56:42.737 --> 00:56:45.077
thousand a month just from Facebook

00:56:45.117 --> 00:56:45.757
content.

00:56:46.597 --> 00:56:49.699
I want my Facebook to hit ten thousand

00:56:49.719 --> 00:56:51.119
a month and add revenue,

00:56:51.498 --> 00:56:52.759
not selling appointments,

00:56:52.858 --> 00:56:54.099
not selling consultations,

00:56:54.159 --> 00:56:55.300
not affiliate income,

00:56:55.820 --> 00:56:57.880
just add revenue from Facebook.

00:56:57.920 --> 00:56:58.681
Where are you at now?

00:56:59.644 --> 00:56:59.905
Uh,

00:56:59.925 --> 00:57:01.686
thirty five hundred a month over the last

00:57:01.726 --> 00:57:02.306
three months.

00:57:02.626 --> 00:57:03.606
So each month,

00:57:03.646 --> 00:57:05.407
thirty five hundred percent increase.

00:57:05.427 --> 00:57:06.827
That's a sixty percent increase.

00:57:07.148 --> 00:57:07.728
Ballsy.

00:57:07.807 --> 00:57:09.688
I like it.

00:57:09.708 --> 00:57:12.630
Dave, what's your expectation?

00:57:12.710 --> 00:57:16.072
Expectation is to come along on the ride

00:57:16.371 --> 00:57:18.532
with this and to let's say,

00:57:18.813 --> 00:57:20.273
I don't know,

00:57:20.534 --> 00:57:22.373
I want to get I care less about

00:57:22.414 --> 00:57:23.175
the monetization.

00:57:23.235 --> 00:57:25.576
I care less about the view count for

00:57:25.695 --> 00:57:25.856
us.

00:57:26.275 --> 00:57:27.896
I want this is what one month,

00:57:28.097 --> 00:57:28.597
one month long.

00:57:30.438 --> 00:57:35.103
I want two new clients to contact us

00:57:35.523 --> 00:57:37.844
to convert from the evaluation with one of

00:57:37.864 --> 00:57:39.327
my therapists and to start a plan of

00:57:39.347 --> 00:57:39.567
care.

00:57:40.757 --> 00:57:42.998
whereby they said they've remarked

00:57:43.119 --> 00:57:45.320
something about our instagram or facebook

00:57:45.460 --> 00:57:47.782
or tick tock one of the platforms that

00:57:47.802 --> 00:57:48.963
they might have seen the videos on uh

00:57:50.264 --> 00:57:51.344
because we always ask how did you hear

00:57:51.364 --> 00:57:53.106
about us so even if they said they

00:57:53.126 --> 00:57:54.887
heard about us through google but i they

00:57:54.947 --> 00:57:57.369
i want them to say something like oh

00:57:57.429 --> 00:57:59.692
i saw this video and that was unique

00:57:59.791 --> 00:58:01.373
or i saw you guys route on park

00:58:01.532 --> 00:58:03.594
ave or i saw something

00:58:04.195 --> 00:58:04.675
Also, by the way,

00:58:04.715 --> 00:58:05.976
it could be two people.

00:58:06.157 --> 00:58:07.318
It could be existing clients already.

00:58:07.398 --> 00:58:10.519
I want someone to remark that they have

00:58:10.579 --> 00:58:13.481
some awareness that we exist on Instagram

00:58:13.601 --> 00:58:15.443
or Facebook or TikTok.

00:58:16.583 --> 00:58:17.485
So ideally,

00:58:17.545 --> 00:58:19.786
we want this to drive new client

00:58:19.847 --> 00:58:21.228
referrals, like new patients,

00:58:21.268 --> 00:58:21.987
self-referrals,

00:58:22.509 --> 00:58:24.809
or physicians that refer to us.

00:58:26.090 --> 00:58:27.291
Yeah, any of that.

00:58:27.391 --> 00:58:27.911
Any of that.

00:58:28.833 --> 00:58:29.974
And really, really quick.

00:58:30.697 --> 00:58:33.219
as a suggestion with the formats of these.

00:58:33.380 --> 00:58:34.862
Tony has done it before, said it before,

00:58:35.262 --> 00:58:37.164
and I briefly said it as my parting

00:58:37.184 --> 00:58:39.204
shot of anything that you say to a

00:58:39.244 --> 00:58:41.306
patient for home exercise program,

00:58:41.347 --> 00:58:43.148
or if they ask you about Hoka's versus

00:58:43.208 --> 00:58:44.949
Brooks, or that's a video.

00:58:45.190 --> 00:58:45.951
If they ask you about, oh,

00:58:45.971 --> 00:58:47.652
what about this McKenzie lumbar roll?

00:58:47.713 --> 00:58:49.213
Yeah, it's twenty bucks on Amazon.

00:58:49.233 --> 00:58:50.114
That's that's a video.

00:58:51.036 --> 00:58:52.376
Tony pushed me to say, hey,

00:58:52.476 --> 00:58:53.717
anytime you go out, dude,

00:58:54.119 --> 00:58:55.340
like you go to a pizza shop,

00:58:55.380 --> 00:58:56.221
a bagel shop, whatever,

00:58:56.240 --> 00:58:57.501
like that could be,

00:58:57.663 --> 00:58:59.423
if it's five doors down from your physical

00:58:59.463 --> 00:59:00.045
therapy clinic,

00:59:00.105 --> 00:59:01.626
why would you not make videos about that?

00:59:01.887 --> 00:59:03.809
Tag that restaurant, tag that place.

00:59:04.208 --> 00:59:06.152
It also has nothing to do with your

00:59:06.192 --> 00:59:07.072
physical therapy practice.

00:59:07.092 --> 00:59:08.813
So sometimes, yes,

00:59:08.833 --> 00:59:10.376
it's good to focus on a niche,

00:59:10.456 --> 00:59:11.137
as Tony is saying,

00:59:11.637 --> 00:59:13.559
But also you don't want to be like

00:59:14.420 --> 00:59:15.059
boxed in.

00:59:15.440 --> 00:59:17.121
So I think that could also help physical

00:59:17.141 --> 00:59:18.322
therapists or other therapists out there.

00:59:18.663 --> 00:59:21.885
Do a video at the local ice cream

00:59:21.925 --> 00:59:24.708
shop, coffee shop, hairdresser,

00:59:25.327 --> 00:59:26.469
literally anywhere.

00:59:26.548 --> 00:59:28.251
You pull your phone out and you could

00:59:28.291 --> 00:59:30.152
do something that's about your town and

00:59:30.172 --> 00:59:32.414
your local something,

00:59:32.434 --> 00:59:34.295
farmer's market or whatever falls coming

00:59:34.376 --> 00:59:34.476
up.

00:59:35.269 --> 00:59:37.050
pumpkin patch, you know, whatever it is,

00:59:37.170 --> 00:59:39.413
some apple cider, whatever that thing,

00:59:39.612 --> 00:59:41.353
like you can record that and has nothing

00:59:41.373 --> 00:59:45.876
to do with your niche clinically,

00:59:46.476 --> 00:59:48.197
but that could have more views than

00:59:48.257 --> 00:59:49.257
anything else that you ever do.

00:59:49.878 --> 00:59:51.239
So just keep that in mind.

00:59:51.599 --> 00:59:53.900
Any of these things are ideas to make

00:59:54.240 --> 00:59:56.563
a ten second to a fifty five second

00:59:56.583 --> 00:59:56.862
video.

00:59:57.302 --> 00:59:57.903
OK, but hold on.

00:59:57.923 --> 00:59:59.284
I'm going to push back when I put

00:59:59.304 --> 00:59:59.925
my belt on.

01:00:00.936 --> 01:00:02.237
You talked around a goal.

01:00:02.418 --> 01:00:03.978
I need a clear goal.

01:00:04.139 --> 01:00:06.222
What is your one clear goal?

01:00:06.922 --> 01:00:08.324
And I heard a couple of different things.

01:00:09.865 --> 01:00:12.429
So let's say two new patients that come

01:00:12.489 --> 01:00:14.231
from one of these social platforms.

01:00:14.411 --> 01:00:15.411
Stop, hard stop.

01:00:16.032 --> 01:00:17.173
My only pushback would say,

01:00:17.755 --> 01:00:18.835
make sure there's a way for you to

01:00:18.875 --> 01:00:19.335
measure that,

01:00:19.356 --> 01:00:21.257
like in your calls or just make sure

01:00:21.277 --> 01:00:22.918
it's part of your process so you can

01:00:22.958 --> 01:00:24.039
put the point on the board if it

01:00:24.119 --> 01:00:24.480
earned it.

01:00:24.679 --> 01:00:26.141
And if it didn't, it didn't.

01:00:26.742 --> 01:00:27.902
Mine will be,

01:00:29.043 --> 01:00:30.585
I haven't done a push for sponsors on

01:00:30.605 --> 01:00:31.266
the podcast.

01:00:31.965 --> 01:00:34.327
I don't really care about socials as a

01:00:34.427 --> 01:00:35.108
social strategy.

01:00:35.369 --> 01:00:36.289
That's fun for me.

01:00:36.590 --> 01:00:38.431
That tells people what they can expect

01:00:38.472 --> 01:00:39.693
when they listen to the podcast.

01:00:39.952 --> 01:00:41.534
So for me, the podcast is home,

01:00:41.914 --> 01:00:43.556
and then the socials bring everybody,

01:00:43.936 --> 01:00:45.577
they're the milkshake that brings

01:00:45.597 --> 01:00:46.557
everybody to the yard.

01:00:46.677 --> 01:00:47.398
You know what I mean?

01:00:47.458 --> 01:00:48.239
So for me,

01:00:48.960 --> 01:00:50.422
that's how you make money as a podcast.

01:00:50.461 --> 01:00:51.762
I don't charge the listener.

01:00:51.963 --> 01:00:53.965
I charge a sponsor who wants to borrow

01:00:54.005 --> 01:00:55.005
some of that time and attention.

01:00:55.206 --> 01:00:57.246
So my goal is one new sponsor who

01:00:57.286 --> 01:00:57.788
signs for a

01:00:59.840 --> 01:01:00.842
All right.

01:01:00.862 --> 01:01:01.922
We do have some comments.

01:01:02.023 --> 01:01:03.465
Leslie, we'll get to those.

01:01:03.565 --> 01:01:05.326
She's going to- Hold on.

01:01:05.907 --> 01:01:07.128
Should I push back and say,

01:01:07.148 --> 01:01:08.530
you got to say what dollar amount for

01:01:08.570 --> 01:01:09.610
twelve months?

01:01:09.990 --> 01:01:10.711
Twelve months.

01:01:10.771 --> 01:01:14.195
It's got to be at least fifteen hundred

01:01:14.215 --> 01:01:15.135
and two grand a month.

01:01:15.215 --> 01:01:16.458
I mean, for the size of audience.

01:01:16.617 --> 01:01:16.938
Let's go.

01:01:17.018 --> 01:01:17.659
Let's go.

01:01:17.858 --> 01:01:18.860
That's twenty four grand.

01:01:18.900 --> 01:01:19.179
Yeah.

01:01:19.219 --> 01:01:19.360
Yeah.

01:01:19.400 --> 01:01:19.840
No, that's good.

01:01:19.900 --> 01:01:20.161
You're right.

01:01:20.221 --> 01:01:20.360
Yeah.

01:01:20.400 --> 01:01:20.961
There we go.

01:01:20.981 --> 01:01:21.822
There we go.

01:01:21.882 --> 01:01:23.505
If nothing happens from a month.

01:01:24.065 --> 01:01:25.766
We hold a self accountable.

01:01:26.226 --> 01:01:28.389
We ask and we don't judge,

01:01:28.610 --> 01:01:30.092
but we also don't let people off the

01:01:30.172 --> 01:01:31.954
hook when they cop out.

01:01:32.213 --> 01:01:33.355
We are going to be our own worst

01:01:33.576 --> 01:01:37.219
enemy and hopefully we become our own best

01:01:37.860 --> 01:01:38.400
advocate.