Stop Pricing Physical Therapy Like Billing Codes

WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Maritato,

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Dave Kittle, and Jimmy McKay.

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All right.

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Good morning, Tony Maritato.

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We got a lot of things we can

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talk about.

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Which one do you want to do first?

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Let's talk about exchanging money and

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value.

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Let's talk about the NBA game last night.

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Yeah, I the Knicks lost, right?

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Yeah, I fell asleep before the game ended.

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That's I'm I fell asleep before the game

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ended old now.

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I'm not a betting man,

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which is a total lie because I love

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betting.

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It can be a highly addictive behavior for

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me.

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Who in the world would not make the

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bet that the Knicks were going to lose?

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I was thinking about this.

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I'm like,

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you cannot tell me how much money is

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generated per game.

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It's a seven game best of seven.

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Who thinks that they're not going to get

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these guys to seven games?

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I mean, that is absurd.

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I would have bet everything that the Spurs

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were going to win last night simply

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because they already won two or Knicks

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already won two.

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And this is hundreds of millions of

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dollars.

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They're not going to let this not go

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to seven games.

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Right.

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So ESPN does like those little stories,

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little vignettes,

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like the game behind the game,

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the story behind the story.

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And they were talking about who's even

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allowed to sit on Celebrity Row.

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And I never knew this was a thing.

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I just thought celebrities bought

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courtside seats.

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But apparently there's areas where you got

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to be somebody and have money to get

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in.

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There's a Knicks alumni section behind one

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of the baskets.

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I didn't realize this.

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I'm not...

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a big enough basketball fan to know this

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which is me staying up too late to

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watch try to watch the game but um

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but apparently there was what there was

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bidding going on someone was trying they

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were they were roughly uh auctioning off a

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couple of seats so you're buying status so

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where does the story start

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I mean, it just, you know,

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I think there are lots of professional

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sports teams where you can't even begin to

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purchase good seats unless you've been

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purchasing good seats.

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You have to buy even Ferrari,

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like Ferrari, the car brand,

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you have to buy lower end Ferraris before

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they even let you consider buying a higher

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end, more specialized Ferrari.

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this is the way business goes and it's

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got me thinking about health care if you

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want to pull up the graphic for the

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the two seats that were sold for a

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million dollars

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Like, I still don't understand this.

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I tried to talk to Dave about it

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a little bit,

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and I think we didn't go down the

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road that I was trying to go down.

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My question to you,

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and we'll bring this to physical therapy

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in a minute.

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My question to you is,

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if somebody is willing to pay a million

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dollars for a pair of seats courtside,

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those two seats are worth more than the

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million dollars they are willing to give

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up.

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Have to be.

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i don't understand how the conversation

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and i don't need this to get too

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political but the conversation has seemed

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to shift to it's you know if everybody

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can't afford it then nobody should get it

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um we see this with the world um

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Is it the World Cup?

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The soccer?

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You know, it's like, hey,

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seats are too expensive.

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Housing.

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Housing is too expensive.

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It wouldn't be that expensive if people

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weren't buying it.

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These seats wouldn't have sold for a

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million dollars if somebody didn't value

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it more than the million dollars in their

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bank account.

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So...

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take this into healthcare,

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I go back to any great therapist who

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is spending time in the insurance system,

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who is spending time treating patients who

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don't need their expertise,

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is effectively wasting their time and

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their money.

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Like,

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I don't understand why a great therapist,

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I am not considering myself a great

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therapist, wouldn't say, hey,

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I've invested this much in my education,

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I've invested this much in my experience,

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I've sacrificed this many years.

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I'm only going to see people who have

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real problems that require a higher level

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of expertise and knowledge and with that

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are willing to pay for the investment that

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I made in myself and my experience.

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You know,

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there should be that level of higher cost,

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higher skill, higher knowledge.

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But there seems to be a resistance to

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it.

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Well,

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I think things like sports are in higher

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demand and more visible and they are

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wants, not needs.

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So we will pay higher for them.

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We just will.

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As an example of the thing on the

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screen in terms of paying one,

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was it one million dollars winning auction

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bid?

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So they were half a million dollars a

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seat.

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for game three right that's way more

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affordable it's very affordable right

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because you're getting two seats right and

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then who are you sit who's on your

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left and who's on your right you're

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actually you're rubbing elbows um football

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has done this with it are you familiar

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with the psls no so it how much

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does uh you live in ohio right how

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much does it cost for season tickets for

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the browns

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We're paying the list, but yeah,

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I don't know.

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First, you have to buy a PSL,

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a professional seat license,

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which is what you're talking about.

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Essentially, you have to say,

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here's my down payment,

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and now I'll pay for the seat.

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You're paying for permission,

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then you pay for the seat.

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And it's just the next logical step.

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I mean, PSLs have been around for years.

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I look at them because to me,

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I like sports.

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I don't know that I love sports anymore,

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that it's, you know, prime driver.

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I would go to a game.

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But my first question is how much?

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Because if I'm going to enjoy the game,

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you know,

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a consumer electronic purchase for,

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you know,

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a seventy five inch TV is less than

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parking now, probably for for two games.

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Right.

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And I'd rather be like,

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I can have any food I want.

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I can order whatever I want.

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I don't have to drive.

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Cool.

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I'll watch it on my big screen.

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So you have to ask yourself what you're

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valuing.

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When I lived in New York City, though,

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it was more doing things because you were

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there.

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That was the thing.

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You were there.

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Everything was accessible.

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You could get to Madison Square Garden

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with two subway stops.

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you're buying access, right?

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I mean,

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what were the cheapest seats in Madison

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Square Garden?

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Let's say they were five thousand dollars

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or something like that inflated value.

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You're still in the room.

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Oh,

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you're telling me you wanted to be close.

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Not only close, can't get closer.

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Jay-Z famously says in one of his songs,

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I could trip a referee,

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meaning his feet are on the court.

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And then you're getting on TV.

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And you get to say that you bought

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it.

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So I think it's a status thing for

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basketball or football or baseball.

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I think you're trying to sell a simplicity

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thing or an access thing for healthcare or

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for medicine.

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And I think some people do value that.

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And in my mind,

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I feel like that's the way it's going.

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It would be hard pressed to not see

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that.

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Why don't more, at least in our world,

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PTs, OTs, SLPs,

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why are they not embracing this with open

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arms?

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Why are they not acknowledging, hey, I,

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the professional,

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have invested all of this extra time,

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money, effort, expense.

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I should be and will be requiring more

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compensation.

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But in exchange,

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I'm not going to waste air quotes,

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waste it on easy things like let the

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easy conditions,

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let the easy stuff go to digital health,

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go to other platforms,

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which we'll talk about YouTube here in a

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minute.

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And you just focus on the stuff that

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really requires your level of knowledge

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and expertise.

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Why wouldn't someone do it?

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What is the resistance?

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Number one,

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for you to bring up the Peace Corps,

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the Peace Corps gene where I have to

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let everybody in and then Tony would

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counter.

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And I would agree,

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which is so charge a PSL,

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a professional seat license for your

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clinic for let's say you've got.

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ten slots a day times you've got fifty

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slots fifty hours of working hours right

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that's what you're gonna do you decided to

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work ten see ten patients a day five

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days a week that's fifty give a sell

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thirty of them give away twenty but you

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sell the you sell the thirty for enough

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i heard a great line from this guy

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jamie brindle he's like a coach to

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freelancers they say how much how much do

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you charge for a job and he says

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i charge enough that i can subcontract out

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all the work

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and live on the margin.

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Wait, what?

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Wait, what?

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So he realizes if he's got to build

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a website and create graphics and build an

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email campaign,

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because that's the sort of thing he does,

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he charges enough, walk through this,

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to say, well,

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I know a really good email person,

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a really good web person,

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a really good graphics person.

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It's going to cost five thousand dollars.

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I'm going to charge the five thousand

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dollars it costs plus whatever I need to

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live.

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I am the margin.

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And I think that's a brilliant way to

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look at it.

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We won't, or I shouldn't say we won't.

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People do,

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but it'll be slower because we have been

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trained and it is ingrained that we are

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worth codes.

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So we are worth time codes,

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not actual value.

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Maybe the greatest trick the devil ever

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pulled in healthcare was sort of playing

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like a casino, right?

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where instead of betting money,

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which would feel scary if I'm holding

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money, I'm holding chips.

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And the chips are, I don't know,

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they're just different colors.

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So we're not exchanging time for money.

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We're doing our duty for time codes.

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So I have to be a good little

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soldier and get as many codes as I

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can.

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And hopefully if I build this many codes,

00:10:34.263 --> 00:10:35.383
by the time the money comes up,

00:10:35.423 --> 00:10:37.203
it's at least this much money to pay

00:10:37.244 --> 00:10:37.604
for myself.

00:10:37.923 --> 00:10:40.163
We won't, not fast enough.

00:10:40.904 --> 00:10:42.644
And it's because of our own,

00:10:42.705 --> 00:10:43.465
it's our own fault.

00:10:43.524 --> 00:10:46.625
The answer is always ourselves.

00:10:46.645 --> 00:10:47.785
I just shared an image.

00:10:47.846 --> 00:10:49.426
If you grab it from the chat and

00:10:49.466 --> 00:10:50.466
put it on the screen,

00:10:51.807 --> 00:10:53.366
you hit on a topic.

00:10:53.547 --> 00:10:54.988
I remember, you know,

00:10:55.048 --> 00:10:57.427
thinking when I first saw my local

00:10:57.447 --> 00:11:01.168
hospital's patient fees, I was like, oh,

00:11:01.188 --> 00:11:01.668
my gosh,

00:11:01.708 --> 00:11:03.609
these are like airport prices back in the

00:11:03.688 --> 00:11:04.009
eighties.

00:11:04.028 --> 00:11:04.188
Like,

00:11:04.208 --> 00:11:06.009
how could somebody charge this much is so

00:11:06.049 --> 00:11:06.490
crazy.

00:11:07.210 --> 00:11:09.490
but you know when we look at smaller

00:11:09.530 --> 00:11:11.731
private practices and this could be down

00:11:11.792 --> 00:11:14.371
to a single owner operator it could be

00:11:14.392 --> 00:11:17.312
a multi-location still we consider a small

00:11:17.352 --> 00:11:19.634
business the pricing up on the screen

00:11:19.673 --> 00:11:22.134
right now is two thousand twenty six

00:11:22.514 --> 00:11:26.035
pricing for self-pay if you don't have

00:11:26.096 --> 00:11:28.537
insurance for my local hospital and it's

00:11:28.636 --> 00:11:30.337
it's small but basically

00:11:31.258 --> 00:11:32.559
A couple of the ones that I always

00:11:32.600 --> 00:11:35.484
highlight are a minimum complexity,

00:11:35.524 --> 00:11:37.986
twenty minute evaluation code nine seven

00:11:38.126 --> 00:11:38.908
one six one.

00:11:38.969 --> 00:11:40.931
My hospital is charging five hundred and

00:11:41.010 --> 00:11:41.952
eighty one dollars.

00:11:43.216 --> 00:11:45.839
If you look at therapeutic exercise,

00:11:45.899 --> 00:11:46.938
my hospital charges,

00:11:46.979 --> 00:11:48.500
two hundred and ten dollars.

00:11:48.840 --> 00:11:52.201
The best one, non wound care E-Stim,

00:11:52.261 --> 00:11:52.543
right?

00:11:52.582 --> 00:11:55.224
Slap those pads and turn electricity into

00:11:55.283 --> 00:11:55.543
money.

00:11:56.164 --> 00:11:58.946
Six hundred and twenty six dollars.

00:11:59.486 --> 00:11:59.726
Now,

00:11:59.947 --> 00:12:01.707
I guarantee because I've talked to them,

00:12:01.927 --> 00:12:04.450
I guarantee the clinicians working in this

00:12:04.490 --> 00:12:06.711
hospital outpatient clinic have no idea

00:12:06.750 --> 00:12:07.812
what the charges are.

00:12:08.692 --> 00:12:10.476
These are outpatient charges.

00:12:10.899 --> 00:12:11.660
Your dad,

00:12:12.342 --> 00:12:15.732
my grandma could go see their orthopedic,

00:12:16.583 --> 00:12:17.703
have a little shoulder pain,

00:12:18.205 --> 00:12:19.565
get a referral for therapy,

00:12:19.605 --> 00:12:20.404
not know where to go,

00:12:20.465 --> 00:12:22.385
go to the hospital because that's the safe

00:12:22.426 --> 00:12:22.725
bet,

00:12:23.405 --> 00:12:25.506
and end up with a two thousand dollar

00:12:25.547 --> 00:12:28.028
bill for an evaluation, some E-STEM,

00:12:28.087 --> 00:12:29.888
some manual therapy if they're lucky,

00:12:30.629 --> 00:12:32.469
therapeutic exercise and some activity,

00:12:32.908 --> 00:12:33.149
right?

00:12:33.429 --> 00:12:35.289
Absolutely within the world of

00:12:35.350 --> 00:12:35.990
possibility.

00:12:36.051 --> 00:12:36.230
Now,

00:12:36.791 --> 00:12:38.451
the people watching this are gonna say,

00:12:38.471 --> 00:12:40.451
oh, but Tony, of course, you know,

00:12:40.572 --> 00:12:42.212
they're not gonna get paid that much,

00:12:42.533 --> 00:12:44.352
these are inflated prices,

00:12:44.373 --> 00:12:45.433
this is what everybody does.

00:12:46.474 --> 00:12:47.615
There's two arguments to that.

00:12:47.894 --> 00:12:48.134
One,

00:12:48.255 --> 00:12:49.996
if I go to the legal department for

00:12:50.017 --> 00:12:51.859
this hospital and say, guys, come on,

00:12:51.899 --> 00:12:52.979
are you seriously?

00:12:53.038 --> 00:12:54.681
This is this is inflated, right?

00:12:54.701 --> 00:12:55.621
You're clearly playing.

00:12:55.761 --> 00:12:56.662
They're going to say, no,

00:12:56.763 --> 00:12:59.424
this is what it costs because we have

00:12:59.465 --> 00:13:00.264
to pay the bills.

00:13:00.586 --> 00:13:01.826
We have to pay the staff.

00:13:02.106 --> 00:13:04.509
We have to cover indigent care and all

00:13:04.548 --> 00:13:05.750
of the stuff that we're not going to

00:13:05.769 --> 00:13:06.471
get paid for.

00:13:06.630 --> 00:13:08.972
This is what the actual cost of a

00:13:09.192 --> 00:13:11.173
unit of service is.

00:13:11.193 --> 00:13:12.615
The other side of that,

00:13:12.995 --> 00:13:14.297
which goes to what you were saying

00:13:14.356 --> 00:13:14.777
earlier,

00:13:14.876 --> 00:13:15.057
is

00:13:16.115 --> 00:13:18.076
if i want to deliver a patient visit

00:13:18.136 --> 00:13:20.139
out there right now my average

00:13:20.359 --> 00:13:22.921
reimbursement from medicare typical four

00:13:23.000 --> 00:13:24.743
unit follow-up is going to be eighty five

00:13:24.783 --> 00:13:27.424
dollars right what does it cost me to

00:13:27.465 --> 00:13:31.048
deliver that therapy i have to pay the

00:13:31.087 --> 00:13:33.149
therapist let's say on average the

00:13:33.169 --> 00:13:35.011
therapist is making forty fifty bucks an

00:13:35.052 --> 00:13:37.533
hour i have to pay an administrative

00:13:37.594 --> 00:13:37.994
person

00:13:38.595 --> 00:13:40.375
It's going to be another forty five to

00:13:40.434 --> 00:13:41.395
fifty thousand a year.

00:13:41.975 --> 00:13:43.355
I have to pay a billing person.

00:13:43.775 --> 00:13:46.535
I have to pay somebody to just manage

00:13:46.576 --> 00:13:48.537
the space, vacuum, clean,

00:13:48.976 --> 00:13:50.636
clean the toilet, empty the garbage.

00:13:51.136 --> 00:13:53.077
I have to pay somebody to manage payroll.

00:13:53.538 --> 00:13:54.817
I have to pay somebody to do the

00:13:54.878 --> 00:13:55.317
marketing.

00:13:55.817 --> 00:13:57.038
I have to pay somebody to do the

00:13:57.077 --> 00:13:59.259
accounting and the legal and compliance.

00:13:59.678 --> 00:14:01.558
Those are eight positions.

00:14:02.158 --> 00:14:03.899
None of them are working for under fifty

00:14:03.940 --> 00:14:04.620
thousand a year.

00:14:07.144 --> 00:14:09.427
The only reason why I can operate this

00:14:09.467 --> 00:14:10.809
clinic for a hundred,

00:14:11.291 --> 00:14:13.173
eighty to a hundred dollars an hour per

00:14:13.212 --> 00:14:15.836
visit is because I am willing to do

00:14:15.897 --> 00:14:16.717
all of those things.

00:14:17.219 --> 00:14:19.962
But if you divided a hundred visits a

00:14:19.982 --> 00:14:22.426
week across eight salaries,

00:14:23.663 --> 00:14:24.062
How much,

00:14:24.644 --> 00:14:26.684
a physical therapy visit would easily be a

00:14:26.745 --> 00:14:28.947
thousand dollars a visit, right?

00:14:29.086 --> 00:14:29.967
So it's like, okay,

00:14:30.067 --> 00:14:31.489
we're willing to sacrifice,

00:14:31.629 --> 00:14:32.668
I don't know for how long.

00:14:33.529 --> 00:14:35.451
We're willing to take money out of our

00:14:35.491 --> 00:14:36.131
bank account,

00:14:36.192 --> 00:14:37.653
food out of our kids' mouths,

00:14:37.712 --> 00:14:40.095
deliver the level of service that we

00:14:40.134 --> 00:14:42.596
deliver for the pennies that we receive.

00:14:43.317 --> 00:14:45.759
simply because of, as you mentioned,

00:14:45.779 --> 00:14:49.565
the Peace Corps gene or our desire to

00:14:49.684 --> 00:14:52.548
help society and help these individuals

00:14:52.568 --> 00:14:55.893
maintain their independence?

00:14:55.952 --> 00:14:57.034
The jump...

00:14:58.479 --> 00:15:01.081
That would be required to change prices

00:15:01.140 --> 00:15:04.043
from what most physical therapists charge,

00:15:04.364 --> 00:15:05.985
not what they're worth, what they charge,

00:15:06.245 --> 00:15:07.746
to this, what's on the screen,

00:15:08.788 --> 00:15:11.090
is so massively huge.

00:15:11.750 --> 00:15:13.392
And it's not a math problem.

00:15:13.652 --> 00:15:14.773
It's an emotion problem.

00:15:15.332 --> 00:15:15.432
Right.

00:15:15.452 --> 00:15:16.653
Like you wouldn't be able to do it.

00:15:16.894 --> 00:15:17.715
We've talked before.

00:15:17.735 --> 00:15:20.337
We've had examples on this show and off

00:15:20.837 --> 00:15:21.719
where people have said,

00:15:23.336 --> 00:15:25.078
They've had notices they print out on

00:15:25.119 --> 00:15:25.599
their door.

00:15:25.639 --> 00:15:26.820
They put them a door of their clinic.

00:15:27.360 --> 00:15:29.863
Just so you know, in eight months,

00:15:30.283 --> 00:15:31.923
we are going to increase our prices.

00:15:33.144 --> 00:15:34.046
Nine percent.

00:15:34.326 --> 00:15:35.768
And you're just like, at that point,

00:15:36.447 --> 00:15:38.049
increase in thirty percent because you're

00:15:38.090 --> 00:15:39.311
going to make people mad.

00:15:39.870 --> 00:15:41.673
So when you look at a price list

00:15:41.732 --> 00:15:42.693
like this.

00:15:44.215 --> 00:15:46.096
The initial the initial thought is

00:15:46.135 --> 00:15:46.517
twofold.

00:15:46.897 --> 00:15:47.597
No one's going to come.

00:15:48.649 --> 00:15:49.708
Just like Adam Sandler would say,

00:15:49.729 --> 00:15:50.590
they're all going to laugh at you.

00:15:50.909 --> 00:15:51.830
They're all going to laugh at you.

00:15:52.130 --> 00:15:52.910
Well, not everybody.

00:15:53.711 --> 00:15:55.631
And if you actually provide something that

00:15:55.731 --> 00:15:59.754
is better emotionally and tangibly that

00:15:59.774 --> 00:16:00.673
the person next door,

00:16:00.754 --> 00:16:01.634
they're just going to stay with you

00:16:01.995 --> 00:16:03.355
because I wanted to go with the person

00:16:03.375 --> 00:16:07.376
that I know.

00:16:07.616 --> 00:16:09.077
I can't see it happening.

00:16:09.177 --> 00:16:10.558
I hope it would.

00:16:11.298 --> 00:16:12.559
I don't think anybody's going to jump to

00:16:12.620 --> 00:16:13.399
this tomorrow.

00:16:14.565 --> 00:16:16.528
But is there a logical reason that they

00:16:16.567 --> 00:16:17.008
shouldn't?

00:16:17.349 --> 00:16:18.870
Yeah, because no one else is doing it.

00:16:20.312 --> 00:16:22.254
The ceiling is where the ceiling is in

00:16:22.274 --> 00:16:23.996
our profession because the floor will not

00:16:24.037 --> 00:16:26.520
move or the floor will move at less

00:16:26.541 --> 00:16:27.302
than inflation.

00:16:27.601 --> 00:16:28.803
So this will remain.

00:16:29.789 --> 00:16:34.153
So this is where therapists are amazing at

00:16:34.413 --> 00:16:37.076
finding alternative paths to achieve the

00:16:37.116 --> 00:16:38.177
goal, right?

00:16:38.317 --> 00:16:41.681
My patient wants a locomotive across the

00:16:41.721 --> 00:16:42.600
room.

00:16:42.682 --> 00:16:44.222
Okay, they don't have any legs.

00:16:44.623 --> 00:16:45.604
I'm going to figure out a way for

00:16:45.624 --> 00:16:46.884
them to do it, right?

00:16:46.924 --> 00:16:48.586
This is where the assistive device comes

00:16:48.647 --> 00:16:48.767
in.

00:16:49.147 --> 00:16:51.690
This is where the alternative methods come

00:16:51.769 --> 00:16:51.870
in.

00:16:52.370 --> 00:16:53.811
And so this is where,

00:16:54.331 --> 00:16:56.452
before we went live,

00:16:56.614 --> 00:16:59.995
you and I were talking about the prehab

00:17:00.035 --> 00:17:00.437
guys.

00:17:01.096 --> 00:17:01.658
Amazing.

00:17:02.158 --> 00:17:06.260
I mean, the size that they've grown to,

00:17:06.461 --> 00:17:07.623
what they've achieved,

00:17:07.843 --> 00:17:09.903
everything that they do, I just,

00:17:09.983 --> 00:17:11.105
I'm astounded.

00:17:11.144 --> 00:17:12.046
And they were doing this,

00:17:12.165 --> 00:17:13.106
you know better than me,

00:17:13.606 --> 00:17:15.229
before they were therapists, right?

00:17:15.848 --> 00:17:17.050
Like when they were in school.

00:17:17.111 --> 00:17:18.672
Yeah, I think they started their channel,

00:17:19.093 --> 00:17:20.054
their Instagram channel,

00:17:20.193 --> 00:17:21.435
the same year I started my podcast,

00:17:21.455 --> 00:17:23.317
which was in the year of my podcast.

00:17:23.337 --> 00:17:26.781
Yeah, and look at where they are,

00:17:26.842 --> 00:17:27.762
where they've come.

00:17:27.823 --> 00:17:30.665
So I look at them as a role

00:17:30.705 --> 00:17:33.249
model, even though I could be their dad,

00:17:33.990 --> 00:17:34.509
literally.

00:17:35.535 --> 00:17:37.596
And I'm like, okay,

00:17:37.676 --> 00:17:40.019
how can I monetize my time, my experience,

00:17:40.058 --> 00:17:40.839
my expertise?

00:17:40.880 --> 00:17:43.102
How can I get to the rates that

00:17:43.221 --> 00:17:46.064
I need on an hourly basis without

00:17:46.163 --> 00:17:48.665
necessarily extracting it from insurance?

00:17:48.685 --> 00:17:50.708
Because even if insurance doubled

00:17:50.768 --> 00:17:51.769
reimbursement tomorrow,

00:17:51.788 --> 00:17:52.609
it makes no difference.

00:17:53.069 --> 00:17:54.391
It makes no difference.

00:17:54.411 --> 00:17:55.471
It's not going to get me to where

00:17:55.491 --> 00:17:55.892
I need to be.

00:17:57.894 --> 00:17:59.855
So the rehab guys put out their exercise

00:17:59.914 --> 00:18:01.056
library, their app.

00:18:01.115 --> 00:18:03.076
And I was like, that's cool.

00:18:03.416 --> 00:18:04.617
I like the idea of that,

00:18:04.657 --> 00:18:06.097
but nobody wants another app.

00:18:06.178 --> 00:18:07.979
Nobody wants to log into something.

00:18:08.179 --> 00:18:10.099
You and I have talked about their numbers.

00:18:10.641 --> 00:18:11.901
I want to say at one point on

00:18:11.921 --> 00:18:12.701
their website,

00:18:12.741 --> 00:18:14.482
they had either said eleven thousand or

00:18:14.542 --> 00:18:15.603
twenty seven thousand.

00:18:15.643 --> 00:18:17.423
I remember those in my head of,

00:18:17.523 --> 00:18:18.845
you know, people using it.

00:18:19.664 --> 00:18:21.165
And I'm like, what could I do?

00:18:21.226 --> 00:18:21.905
So, of course,

00:18:22.346 --> 00:18:24.907
I go to right now I'm using Gemini

00:18:24.968 --> 00:18:26.509
more than ChatGPT for this.

00:18:27.434 --> 00:18:27.974
I'm like, hey,

00:18:28.434 --> 00:18:30.195
here are my social media analytics,

00:18:30.556 --> 00:18:34.537
TikTok, Facebook, YouTube, Instagram.

00:18:35.257 --> 00:18:36.218
What can I do with this?

00:18:36.238 --> 00:18:39.077
And I'm looking at the prehab guys.

00:18:39.377 --> 00:18:40.659
What do you know about their business

00:18:40.719 --> 00:18:41.078
model?

00:18:41.298 --> 00:18:42.499
Tell me how I can put this all

00:18:42.538 --> 00:18:43.039
together.

00:18:43.799 --> 00:18:45.359
And one of the things that I mentioned

00:18:45.420 --> 00:18:47.820
was creating this service,

00:18:47.980 --> 00:18:51.201
an exercise library specific to total knee

00:18:51.241 --> 00:18:52.801
replacement, since that's my audience.

00:18:52.821 --> 00:18:54.163
And I said, okay.

00:18:55.083 --> 00:18:57.229
if i create an app like they created

00:18:57.849 --> 00:19:00.917
versus leveraging tools that already exist

00:19:02.900 --> 00:19:03.840
What are the options like?

00:19:04.000 --> 00:19:04.941
Don't create the app.

00:19:04.980 --> 00:19:06.321
That's thousands of dollars,

00:19:06.442 --> 00:19:07.582
months of work.

00:19:08.202 --> 00:19:09.042
It's not your jam.

00:19:09.442 --> 00:19:09.742
Yeah,

00:19:09.803 --> 00:19:12.064
hiring developers and all that stuff.

00:19:12.184 --> 00:19:12.644
I'm like, well,

00:19:12.664 --> 00:19:14.786
what about the YouTube membership option?

00:19:15.306 --> 00:19:16.385
And for those who don't know,

00:19:16.987 --> 00:19:18.707
so if you're monetized on YouTube,

00:19:19.208 --> 00:19:20.807
you can create a membership.

00:19:21.147 --> 00:19:22.689
YouTube takes thirty percent,

00:19:22.788 --> 00:19:25.851
which most therapists would go crazy

00:19:25.891 --> 00:19:26.290
about.

00:19:27.351 --> 00:19:29.153
uh implying that they think it's too

00:19:29.212 --> 00:19:32.134
expensive youtube takes thirty percent the

00:19:32.174 --> 00:19:34.435
creator gets seventy percent it's a

00:19:34.516 --> 00:19:37.637
private membership area right you set

00:19:37.678 --> 00:19:41.121
pricing you can set pricing tiers you can

00:19:41.161 --> 00:19:44.502
determine what kind of access the members

00:19:44.722 --> 00:19:47.565
have uh what kind of services they can

00:19:47.605 --> 00:19:48.145
receive

00:19:48.945 --> 00:19:49.605
And I'm like,

00:19:49.946 --> 00:19:52.847
what are realistic numbers based on case

00:19:52.887 --> 00:19:54.868
studies that have already been performed

00:19:54.949 --> 00:19:57.750
from other professional service providers?

00:19:58.510 --> 00:19:59.811
And YouTube basically said, you know,

00:19:59.832 --> 00:20:01.272
you're going to look at about one to

00:20:01.313 --> 00:20:04.295
three percent conversion rate recommended.

00:20:04.375 --> 00:20:06.496
I set pricing at five dollars a month

00:20:06.516 --> 00:20:08.737
for the low tier, nineteen dollars,

00:20:08.957 --> 00:20:11.097
twenty dollars a month for the middle

00:20:11.117 --> 00:20:11.398
tier.

00:20:13.179 --> 00:20:14.318
And so that's what I've been working on

00:20:14.358 --> 00:20:14.859
this morning.

00:20:15.619 --> 00:20:17.599
So let's talk about it because there are

00:20:17.640 --> 00:20:20.421
some aspects to this I don't think viewers

00:20:20.480 --> 00:20:21.520
are thinking about yet.

00:20:22.520 --> 00:20:23.840
The thing that comes up a lot for

00:20:23.861 --> 00:20:25.862
me is people don't want another app.

00:20:25.961 --> 00:20:27.422
They don't want another thing,

00:20:27.501 --> 00:20:31.462
which is where you have the Googles or

00:20:31.482 --> 00:20:33.323
the Microsoft and healthcare of the world,

00:20:33.343 --> 00:20:35.584
the prompts of the world, which is like,

00:20:35.943 --> 00:20:36.644
we're not,

00:20:36.763 --> 00:20:38.963
and I never understood this term until I'm

00:20:38.983 --> 00:20:39.944
like, oh yeah, that's what you call it.

00:20:40.224 --> 00:20:41.625
We're not a point solution.

00:20:42.622 --> 00:20:43.701
You don't want to have to get an

00:20:43.842 --> 00:20:46.482
EMR and then an RTM and then a

00:20:46.563 --> 00:20:46.942
billing,

00:20:47.243 --> 00:20:49.923
and then you figure out how to put

00:20:49.943 --> 00:20:50.605
them all together.

00:20:51.025 --> 00:20:52.884
People understand what...

00:20:52.904 --> 00:20:54.405
There's an engineering term for that.

00:20:54.665 --> 00:20:55.885
It's called points of failure.

00:20:56.226 --> 00:20:57.586
Every time you go from one thing to

00:20:57.646 --> 00:20:58.826
another, well,

00:20:58.846 --> 00:21:00.468
it's got an API and it works.

00:21:00.587 --> 00:21:02.627
It works most of the time.

00:21:02.929 --> 00:21:03.949
And when it doesn't work...

00:21:05.851 --> 00:21:07.031
You're it.

00:21:07.051 --> 00:21:08.573
There's no ID department anymore, right?

00:21:08.593 --> 00:21:10.814
There's a helpline or a chat bot that's

00:21:10.834 --> 00:21:11.473
going to help you.

00:21:12.214 --> 00:21:13.134
So number one,

00:21:13.435 --> 00:21:15.156
it either needs to be embedded in the

00:21:15.196 --> 00:21:18.479
thing I'm already using or an app I'm

00:21:18.558 --> 00:21:19.679
already using.

00:21:20.420 --> 00:21:21.861
Years ago, I'll give you an example.

00:21:22.221 --> 00:21:23.121
The idea was...

00:21:25.039 --> 00:21:26.480
microsoft and i can't remember the name of

00:21:26.500 --> 00:21:28.540
the app they had their own like oh

00:21:28.560 --> 00:21:31.561
they had their own like internal social

00:21:31.622 --> 00:21:34.923
network they're like let's look at the

00:21:35.002 --> 00:21:37.462
rise of these social platforms let's get

00:21:37.522 --> 00:21:40.223
colleagues to do this internally and my

00:21:40.284 --> 00:21:42.164
first gut reaction was you want people to

00:21:42.224 --> 00:21:43.365
download another app

00:21:44.085 --> 00:21:46.527
to do the thing that another app already

00:21:46.586 --> 00:21:46.987
does.

00:21:47.487 --> 00:21:48.387
And they're like,

00:21:48.407 --> 00:21:49.587
we're going to make them do it.

00:21:49.828 --> 00:21:51.269
And spoiler alert, it did not work.

00:21:51.910 --> 00:21:55.352
So you are going outside of the EMR

00:21:55.451 --> 00:21:56.613
that people already use,

00:21:57.032 --> 00:21:59.674
but you're doing it on an app that

00:21:59.714 --> 00:22:01.695
they already use and they don't have to

00:22:01.836 --> 00:22:03.057
re-understand it.

00:22:03.116 --> 00:22:04.738
So for that reason,

00:22:05.038 --> 00:22:06.398
I think you've got a chance.

00:22:06.419 --> 00:22:07.318
That would be my first...

00:22:09.381 --> 00:22:11.201
red flag, but I don't think it is.

00:22:11.382 --> 00:22:12.622
Because if you're truly going to do this

00:22:12.662 --> 00:22:14.522
on YouTube, I do not think that's...

00:22:14.863 --> 00:22:16.443
I think that's staying inbounds.

00:22:16.804 --> 00:22:17.865
No one's going to download it.

00:22:18.105 --> 00:22:20.066
I'm not going to have to learn it.

00:22:20.266 --> 00:22:20.925
Quite literally,

00:22:21.026 --> 00:22:22.606
I'm not going to have to remember another

00:22:22.666 --> 00:22:24.528
login and password to do this.

00:22:24.968 --> 00:22:26.048
Therefore, I will do it.

00:22:27.785 --> 00:22:28.924
Yeah, yeah.

00:22:30.445 --> 00:22:32.445
The big things, the selling points for me,

00:22:32.486 --> 00:22:32.746
you know,

00:22:32.767 --> 00:22:34.586
so my channel right now has about eighty

00:22:34.626 --> 00:22:36.347
eight thousand subscribers.

00:22:36.448 --> 00:22:37.468
Doesn't mean anything.

00:22:38.208 --> 00:22:40.128
It's averaging about.

00:22:42.088 --> 00:22:42.588
What is it?

00:22:44.150 --> 00:22:46.190
I'm trying to think of how many views

00:22:47.151 --> 00:22:48.191
per month.

00:22:48.250 --> 00:22:49.652
Let me pull it up real quick just

00:22:49.672 --> 00:22:50.672
so I can give real numbers,

00:22:50.692 --> 00:22:52.051
because these are the numbers that I put

00:22:52.152 --> 00:22:54.272
into Gemini.

00:22:56.146 --> 00:23:01.490
We are doing one point seven million views

00:23:01.549 --> 00:23:03.830
per month, eleven thousand watch hours,

00:23:04.050 --> 00:23:06.613
adding about a thousand one point six

00:23:06.653 --> 00:23:08.453
thousand subscribers and doing about a

00:23:08.534 --> 00:23:10.015
thousand a month in ad revenue.

00:23:11.040 --> 00:23:13.982
So I put that in, it said,

00:23:14.262 --> 00:23:16.804
you know, one to three percent conversion,

00:23:17.084 --> 00:23:19.346
looking at the five dollar tier and the

00:23:19.365 --> 00:23:22.767
twenty dollar tier and put all this this

00:23:22.926 --> 00:23:23.867
these numbers together.

00:23:23.887 --> 00:23:26.189
And it really said conservatively,

00:23:26.930 --> 00:23:28.651
it should be generating three to five

00:23:28.671 --> 00:23:29.391
thousand a month.

00:23:30.765 --> 00:23:31.285
Which, you know,

00:23:31.325 --> 00:23:33.007
you look at that and you're like, well,

00:23:33.047 --> 00:23:33.626
that's not bad.

00:23:33.866 --> 00:23:37.089
Especially when I consider I've already

00:23:37.150 --> 00:23:39.192
got a couple thousand videos.

00:23:40.092 --> 00:23:42.294
I'm making videos every single day.

00:23:42.433 --> 00:23:44.596
This is nothing new for me to do.

00:23:45.316 --> 00:23:48.538
That was after the thirty percent goes to

00:23:48.838 --> 00:23:51.121
YouTube or Google in this case.

00:23:52.882 --> 00:23:54.462
And I'm like, why wouldn't I?

00:23:54.863 --> 00:23:56.263
And it increases access,

00:23:56.304 --> 00:23:57.545
which goes back to the earlier

00:23:57.585 --> 00:24:01.366
conversation of if I raise my rates to

00:24:01.467 --> 00:24:02.948
what it really should be,

00:24:03.509 --> 00:24:05.950
but I still want to have that opportunity

00:24:05.970 --> 00:24:07.931
to help people that can't afford the rates

00:24:08.271 --> 00:24:09.112
at the actual,

00:24:09.491 --> 00:24:12.554
I can't buy a million dollar seats at

00:24:12.594 --> 00:24:13.875
the Knicks game, right?

00:24:14.355 --> 00:24:16.257
But I can watch it on TV and

00:24:16.317 --> 00:24:16.757
it's free.

00:24:17.037 --> 00:24:18.438
And I'm going to enjoy it just as

00:24:18.518 --> 00:24:21.862
much with my beer and my popcorn and

00:24:21.902 --> 00:24:23.022
my food in the fridge.

00:24:24.844 --> 00:24:26.965
So this gives me a chance to scratch

00:24:27.006 --> 00:24:29.808
that itch of I want everybody to have

00:24:29.969 --> 00:24:30.569
access,

00:24:31.190 --> 00:24:33.613
even people who can't afford several

00:24:33.653 --> 00:24:34.753
hundred dollars a session.

00:24:35.390 --> 00:24:35.490
Yeah,

00:24:35.509 --> 00:24:37.431
I think the answer is the simplicity.

00:24:38.151 --> 00:24:39.412
I also look at the...

00:24:39.892 --> 00:24:41.232
And this will go into the actual...

00:24:41.853 --> 00:24:42.653
I'm using air quotes here.

00:24:42.673 --> 00:24:43.973
The quality of the video.

00:24:44.515 --> 00:24:45.875
I think people overthink it.

00:24:45.894 --> 00:24:48.276
You see a lot of the Alex Hormozis

00:24:48.316 --> 00:24:50.017
of the world who are saying,

00:24:51.057 --> 00:24:51.758
it's frequency.

00:24:51.778 --> 00:24:52.397
It's frequency.

00:24:52.618 --> 00:24:52.838
Okay.

00:24:54.199 --> 00:24:54.779
I can see that.

00:24:55.220 --> 00:24:56.901
You have no idea what the world is

00:24:56.921 --> 00:24:58.320
going to want or react to.

00:24:58.942 --> 00:24:59.021
Or...

00:24:59.798 --> 00:25:01.699
what the algorithm is going to share.

00:25:01.999 --> 00:25:04.799
So the goal is instead of creating two

00:25:04.819 --> 00:25:07.080
videos a week and holding your breath that

00:25:07.181 --> 00:25:09.982
one of them hits, you create a hundred.

00:25:12.443 --> 00:25:14.265
But the other flip side is we need

00:25:14.305 --> 00:25:16.826
a studio and we need this and we

00:25:16.885 --> 00:25:18.807
need scripting and it's all going to be

00:25:18.866 --> 00:25:19.346
perfect.

00:25:20.067 --> 00:25:21.827
And I would push back and say,

00:25:22.268 --> 00:25:24.169
go back to the prehab guys in twenty

00:25:24.209 --> 00:25:25.549
fifteen, twenty sixteen.

00:25:26.089 --> 00:25:27.050
And they were just sort of

00:25:27.853 --> 00:25:28.614
running and gunning.

00:25:28.693 --> 00:25:29.414
Like they would say,

00:25:29.454 --> 00:25:31.657
they'd go into the lab after class with

00:25:31.698 --> 00:25:33.840
a list of like thirty exercises and they'd

00:25:33.901 --> 00:25:37.064
treat it like, you know, breaking rocks,

00:25:37.525 --> 00:25:37.825
you know,

00:25:37.905 --> 00:25:39.126
down at the quarry and they'd say,

00:25:39.426 --> 00:25:41.009
we need these thirty videos and they'd put

00:25:41.028 --> 00:25:41.309
them up

00:25:42.676 --> 00:25:43.998
And they do it again the next day.

00:25:44.678 --> 00:25:46.398
And the real magic there is the fact

00:25:46.419 --> 00:25:47.699
that when you do that day in and

00:25:47.719 --> 00:25:48.140
day out,

00:25:48.200 --> 00:25:49.380
next time you look up and you realize

00:25:49.400 --> 00:25:50.461
you have a thousand videos.

00:25:51.000 --> 00:25:52.461
But it wasn't doing a thousand videos

00:25:52.521 --> 00:25:52.882
perfect.

00:25:52.942 --> 00:25:54.782
It was getting a thousand videos.

00:25:55.042 --> 00:25:56.344
This is why I liked radio better than

00:25:56.384 --> 00:25:56.784
TV.

00:25:57.163 --> 00:26:00.266
TV was... They were so... They were so...

00:26:01.266 --> 00:26:03.406
dead set on getting things perfect that I

00:26:03.426 --> 00:26:03.727
was like,

00:26:03.807 --> 00:26:05.827
I'd rather have a thousand B pluses than

00:26:06.067 --> 00:26:07.448
one of your A pluses because your A

00:26:07.468 --> 00:26:09.689
pluses, no one notices the difference.

00:26:09.709 --> 00:26:11.150
The juice ain't worth the squeeze.

00:26:11.789 --> 00:26:14.730
So I think doing this on YouTube and

00:26:15.632 --> 00:26:17.192
you can figure out if this succeeds and

00:26:17.251 --> 00:26:18.633
fails way faster.

00:26:19.292 --> 00:26:20.534
You're going to do this for three months

00:26:20.554 --> 00:26:21.253
and be like, dude,

00:26:21.273 --> 00:26:22.334
the needle hasn't moved at all.

00:26:22.574 --> 00:26:24.434
We've made one hundred and twelve dollars.

00:26:24.474 --> 00:26:25.295
What are we doing here?

00:26:25.454 --> 00:26:27.776
I'll give it another month and maybe it'll

00:26:27.816 --> 00:26:28.176
pop.

00:26:28.297 --> 00:26:28.737
But like

00:26:29.647 --> 00:26:31.575
I think the feedback loop,

00:26:31.595 --> 00:26:32.798
the cycle is a lot shorter.

00:26:33.625 --> 00:26:34.205
Plus the thing,

00:26:34.266 --> 00:26:36.926
so my people are already on YouTube.

00:26:36.967 --> 00:26:38.688
They're already consuming the content on

00:26:38.728 --> 00:26:39.208
YouTube.

00:26:39.788 --> 00:26:41.909
They click a button and pay the monthly

00:26:41.969 --> 00:26:42.269
rate.

00:26:42.288 --> 00:26:43.548
They can cancel any time.

00:26:44.169 --> 00:26:45.589
The platform is already there.

00:26:45.769 --> 00:26:47.490
I went through the process this morning.

00:26:47.549 --> 00:26:50.030
I grabbed screenshots just to chronicle

00:26:50.691 --> 00:26:53.092
what was it like creating the membership

00:26:53.231 --> 00:26:53.551
area.

00:26:53.571 --> 00:26:54.972
It took me less than two minutes.

00:26:56.173 --> 00:26:57.752
Now it goes through a review,

00:26:58.053 --> 00:26:59.874
twenty-four hours it says on average

00:26:59.894 --> 00:27:01.314
you'll get the approval and then you can

00:27:01.334 --> 00:27:02.434
start uploading videos.

00:27:03.255 --> 00:27:05.395
Where this gets really exciting to me,

00:27:06.237 --> 00:27:08.136
you've got the three to five thousand

00:27:08.176 --> 00:27:10.378
theoretical income I would get from the

00:27:10.419 --> 00:27:10.959
membership.

00:27:11.638 --> 00:27:15.361
But what about building the Peloton

00:27:15.401 --> 00:27:16.260
version of this?

00:27:16.300 --> 00:27:19.863
So I can do private live streaming within

00:27:19.883 --> 00:27:21.183
the membership platforms.

00:27:21.844 --> 00:27:23.045
If I'm going to do that,

00:27:23.684 --> 00:27:26.007
I can start interviewing other therapists

00:27:26.027 --> 00:27:27.807
who want to build their YouTube channel.

00:27:27.847 --> 00:27:29.169
So there's value to them.

00:27:30.369 --> 00:27:32.671
Michael Derry down in Jacksonville,

00:27:32.871 --> 00:27:35.933
he's got a book, the sciatica relief book.

00:27:36.614 --> 00:27:39.236
I want to help him grow his audience.

00:27:39.695 --> 00:27:41.057
Tons of people who have had an ear

00:27:41.117 --> 00:27:43.279
replacement also develop sciatica

00:27:43.299 --> 00:27:43.921
symptoms.

00:27:44.402 --> 00:27:45.103
I bring him on.

00:27:45.242 --> 00:27:46.124
I do an interview.

00:27:46.183 --> 00:27:47.265
We plug his book.

00:27:47.305 --> 00:27:50.348
We see what kind of impact immediately it

00:27:50.388 --> 00:27:50.788
has.

00:27:51.210 --> 00:27:53.471
We share the Amazon link right there.

00:27:54.032 --> 00:27:55.775
The community has access to him.

00:27:56.655 --> 00:27:58.576
I do interviews with orthopedics.

00:27:58.977 --> 00:27:59.176
You know,

00:27:59.217 --> 00:28:01.698
I've done an orthopedic in Texas.

00:28:01.778 --> 00:28:03.278
I've done local orthopedics.

00:28:03.778 --> 00:28:05.098
Go get what you need.

00:28:05.920 --> 00:28:08.941
Again, like this brings instant access.

00:28:08.980 --> 00:28:11.821
It also establishes me as the expert

00:28:11.981 --> 00:28:14.202
because I'm bringing in other experts.

00:28:14.962 --> 00:28:16.482
But then we go to the next level

00:28:16.542 --> 00:28:17.104
and we say, OK,

00:28:17.423 --> 00:28:19.684
there's a couple up and coming clinicians

00:28:19.704 --> 00:28:21.325
who are focused on knee replacement,

00:28:21.345 --> 00:28:22.526
trying to build their audience,

00:28:22.546 --> 00:28:23.786
sell their course.

00:28:24.546 --> 00:28:25.946
We do lives online.

00:28:26.675 --> 00:28:29.199
It could be a twenty minute meditation

00:28:29.778 --> 00:28:30.740
live video.

00:28:31.119 --> 00:28:32.842
It could be a twenty minute improve your

00:28:32.902 --> 00:28:33.462
flexion.

00:28:33.522 --> 00:28:35.104
It could be a twenty minute improve your

00:28:35.163 --> 00:28:35.825
extension.

00:28:36.625 --> 00:28:38.667
It could literally get to the point where

00:28:38.728 --> 00:28:41.150
people are paying me to come on for

00:28:41.269 --> 00:28:43.551
access to my audience, the clinician,

00:28:43.972 --> 00:28:45.594
the product company, you know,

00:28:45.674 --> 00:28:48.557
all of these other revenue sources,

00:28:48.917 --> 00:28:51.119
not to mention the product endorsements.

00:28:54.618 --> 00:28:56.720
Paul always writes in thoughtful questions

00:28:56.819 --> 00:28:58.300
and Paul Fath just wrote in,

00:28:58.820 --> 00:29:00.662
what do you think is the biggest friction

00:29:00.701 --> 00:29:02.182
for PTs to make content?

00:29:02.603 --> 00:29:06.304
Planning, actually making it, editing it,

00:29:06.503 --> 00:29:07.585
and then he follows up.

00:29:08.484 --> 00:29:10.425
And then what do you create to reduce

00:29:10.445 --> 00:29:10.865
the friction?

00:29:11.125 --> 00:29:13.567
I want to know Tony's answer to this

00:29:13.607 --> 00:29:15.688
question because I wrote my answer down

00:29:16.409 --> 00:29:17.229
and I want to see if we're on

00:29:17.269 --> 00:29:17.909
the same wavelength.

00:29:18.349 --> 00:29:19.950
So what do you think the biggest friction

00:29:20.009 --> 00:29:21.730
is for PTs to make content?

00:29:22.131 --> 00:29:23.051
I don't think it's on the list.

00:29:23.791 --> 00:29:24.813
While we answer,

00:29:25.452 --> 00:29:27.513
I want to know Paul's answer because Paul

00:29:27.594 --> 00:29:28.314
is growing.

00:29:28.733 --> 00:29:30.535
His TikTok is doing awesome.

00:29:30.595 --> 00:29:32.375
His social media is doing awesome.

00:29:32.415 --> 00:29:34.436
He's got his connection with Amazon.

00:29:34.836 --> 00:29:37.939
Like Paul is the person who's trying to

00:29:37.979 --> 00:29:38.878
manage the friction.

00:29:39.239 --> 00:29:39.598
Paul,

00:29:39.699 --> 00:29:42.039
Paul's forty percent ahead of who he's

00:29:42.160 --> 00:29:42.740
asking about.

00:29:42.760 --> 00:29:43.461
Do you know what I mean?

00:29:43.500 --> 00:29:44.942
He's asking about the person who's going,

00:29:45.221 --> 00:29:45.422
well,

00:29:45.501 --> 00:29:47.202
I guess I've been hearing about this for

00:29:47.222 --> 00:29:47.522
a while.

00:29:47.782 --> 00:29:51.345
Paul's Paul has answered this question

00:29:51.384 --> 00:29:51.704
already.

00:29:52.748 --> 00:29:53.548
In my opinion.

00:29:54.288 --> 00:29:56.290
So I want to hear Paul's answer as

00:29:56.330 --> 00:29:56.471
well.

00:29:56.490 --> 00:29:58.571
But what do you think is the biggest

00:29:58.632 --> 00:30:01.094
friction for PTs to make content?

00:30:01.193 --> 00:30:02.934
I'm almost reading this as beginning to

00:30:02.974 --> 00:30:03.655
make content.

00:30:03.875 --> 00:30:05.436
I have none and I'm saying it.

00:30:05.477 --> 00:30:06.198
What do you think it is?

00:30:06.258 --> 00:30:06.438
Well,

00:30:06.478 --> 00:30:08.638
I'll tell you what sucks me back into

00:30:08.940 --> 00:30:10.361
the hole every single day.

00:30:11.040 --> 00:30:13.223
there's people not yet but they're on

00:30:13.243 --> 00:30:15.086
their way who are coming to my clinic

00:30:15.105 --> 00:30:16.989
who are expecting me be to be their

00:30:17.028 --> 00:30:20.333
therapist and i'm gonna sacrifice the

00:30:20.453 --> 00:30:23.577
upside potential of continuous revenue for

00:30:23.597 --> 00:30:25.440
a video that i could record and publish

00:30:26.181 --> 00:30:27.642
Because I'm going to spend an hour of

00:30:27.682 --> 00:30:28.902
my life that I'm never going to get

00:30:28.961 --> 00:30:31.282
back for an eighty dollar compensation.

00:30:31.403 --> 00:30:33.723
I think we get sucked into the patient

00:30:33.743 --> 00:30:34.204
care.

00:30:34.924 --> 00:30:37.266
That is the biggest friction point for me.

00:30:38.125 --> 00:30:39.467
If I'm treating a patient,

00:30:39.666 --> 00:30:41.907
other than sneaking a couple quick videos,

00:30:42.548 --> 00:30:45.630
I don't have time to do higher opportunity

00:30:45.670 --> 00:30:45.970
things.

00:30:46.710 --> 00:30:47.211
That's mine.

00:30:47.871 --> 00:30:49.672
Twenty years ago, fifteen years ago,

00:30:50.672 --> 00:30:52.973
my biggest friction point was insecurity

00:30:53.114 --> 00:30:54.734
i'm gonna get judged people are gonna look

00:30:54.755 --> 00:30:55.976
at what i'm doing and they're gonna

00:30:56.016 --> 00:30:59.979
criticize me the is it the no like

00:30:59.999 --> 00:31:02.380
you talked about this guy who who's the

00:31:02.420 --> 00:31:04.261
guy on instagram no bs or no oh

00:31:04.281 --> 00:31:07.884
yeah no bs physio or whatever yep yeah

00:31:07.923 --> 00:31:10.685
like he just rips people apart now it's

00:31:10.806 --> 00:31:13.428
so extreme that it's hilarious it's not

00:31:13.508 --> 00:31:15.489
even like insulting i don't think anybody

00:31:15.528 --> 00:31:17.671
would be insulted by him saying what he

00:31:17.730 --> 00:31:18.531
says about them

00:31:19.251 --> 00:31:21.273
But I think in the mind of the

00:31:21.534 --> 00:31:22.255
therapist,

00:31:22.375 --> 00:31:24.617
that's what they expect everybody to say

00:31:24.657 --> 00:31:25.638
about their content.

00:31:25.999 --> 00:31:29.303
What do you think?

00:31:29.323 --> 00:31:29.962
Themselves?

00:31:30.002 --> 00:31:30.183
Yeah.

00:31:31.023 --> 00:31:32.205
You are the only limiting factor.

00:31:33.874 --> 00:31:35.915
You could right now use AI or not

00:31:35.935 --> 00:31:36.836
even just Google.

00:31:36.935 --> 00:31:38.156
What camera do I buy?

00:31:38.217 --> 00:31:39.178
How do I set it up?

00:31:39.218 --> 00:31:39.979
What lighting?

00:31:40.499 --> 00:31:42.921
And you could have AI generate you fifty

00:31:43.280 --> 00:31:46.083
different topic ideas and now it could

00:31:46.202 --> 00:31:46.884
script them.

00:31:47.304 --> 00:31:49.005
You could give input like I want it

00:31:49.045 --> 00:31:51.047
to sound like this person but this.

00:31:51.106 --> 00:31:53.328
I want to be the Seth Godin of

00:31:53.368 --> 00:31:53.808
whatever.

00:31:53.848 --> 00:31:55.509
You could give it all these different

00:31:55.529 --> 00:31:57.432
things and you could be creating these

00:31:57.451 --> 00:31:59.452
things by the time this live stream is

00:31:59.532 --> 00:31:59.773
over.

00:32:00.413 --> 00:32:01.375
You were worried about

00:32:02.212 --> 00:32:03.273
What if I put all this energy in

00:32:03.294 --> 00:32:04.094
and nothing happens?

00:32:04.634 --> 00:32:05.634
They're all going to laugh at you.

00:32:05.694 --> 00:32:06.615
Someone's going to judge you.

00:32:06.955 --> 00:32:08.116
I'm going to make all this stuff and

00:32:08.156 --> 00:32:09.237
no one's going to watch it anyway,

00:32:09.498 --> 00:32:11.159
which I would say, then who cares?

00:32:11.199 --> 00:32:12.558
Because if no one watches it anyway,

00:32:12.839 --> 00:32:14.000
but the answer is yourself.

00:32:14.441 --> 00:32:16.122
Luck favors the bold.

00:32:16.261 --> 00:32:17.823
Luck favors the person who actually showed

00:32:17.863 --> 00:32:18.682
up and did the thing.

00:32:19.002 --> 00:32:21.305
So I think our biggest limiting factor is

00:32:21.964 --> 00:32:22.566
ourselves.

00:32:23.826 --> 00:32:25.146
When companies come to me and they're

00:32:25.166 --> 00:32:25.326
like,

00:32:25.386 --> 00:32:26.988
we're thinking about doing this thing and

00:32:27.008 --> 00:32:29.288
they're on the teeter-totter and I think

00:32:29.328 --> 00:32:31.029
they respect me enough that I can push

00:32:31.049 --> 00:32:33.230
a little bit, I go, in six months,

00:32:33.711 --> 00:32:35.972
if someone comes along and steals this

00:32:36.053 --> 00:32:38.094
idea, who does this exact thing?

00:32:39.067 --> 00:32:41.490
How pissed would you be if they did

00:32:41.509 --> 00:32:42.029
it first?

00:32:42.391 --> 00:32:45.992
And that usually pushes them over, right?

00:32:46.193 --> 00:32:48.075
Because this is a great idea.

00:32:48.154 --> 00:32:49.395
So why aren't you acting on it?

00:32:50.676 --> 00:32:51.637
I'm not good enough.

00:32:52.117 --> 00:32:53.878
I mean, ask the people who are like,

00:32:53.898 --> 00:32:57.082
do you know, ask Dr. Joe.

00:32:57.102 --> 00:32:58.083
Do you know who I'm talking about on

00:32:58.103 --> 00:32:58.442
YouTube?

00:32:58.462 --> 00:32:59.203
Yeah, of course.

00:32:59.364 --> 00:32:59.463
Yeah.

00:33:00.551 --> 00:33:01.813
I don't know her.

00:33:02.113 --> 00:33:03.413
I think if you sat her down and

00:33:03.432 --> 00:33:03.653
said,

00:33:03.834 --> 00:33:05.413
are you the smartest PT on the planet?

00:33:05.713 --> 00:33:06.815
She would go, absolutely not.

00:33:07.295 --> 00:33:07.855
Absolutely not.

00:33:08.096 --> 00:33:08.556
She's not.

00:33:09.256 --> 00:33:11.017
Is she competent?

00:33:11.257 --> 00:33:11.557
Yes.

00:33:11.757 --> 00:33:12.337
Is she good?

00:33:12.718 --> 00:33:13.077
Yes.

00:33:15.038 --> 00:33:16.519
Is she worth being around?

00:33:16.859 --> 00:33:17.779
Is she engaging?

00:33:18.180 --> 00:33:18.460
Yes.

00:33:18.861 --> 00:33:20.721
But the biggest reason she's successful

00:33:20.861 --> 00:33:21.021
is...

00:33:22.491 --> 00:33:24.692
She hit record and she did it again

00:33:25.173 --> 00:33:25.554
and again.

00:33:25.574 --> 00:33:26.614
And then she looked at, oh,

00:33:27.414 --> 00:33:28.214
I liked that.

00:33:28.375 --> 00:33:29.976
The best is when what you like as

00:33:29.996 --> 00:33:31.676
a person creating something and the

00:33:31.777 --> 00:33:33.077
audience like the same thing.

00:33:33.397 --> 00:33:35.019
Not I'm creating for them.

00:33:35.318 --> 00:33:36.900
It's I'm creating something that has

00:33:36.960 --> 00:33:37.259
value.

00:33:37.579 --> 00:33:39.000
I like talking about this.

00:33:39.381 --> 00:33:40.961
Who's the guy in the Facebook group who

00:33:41.001 --> 00:33:43.903
does the Parkinson's disease channel now?

00:33:43.962 --> 00:33:46.684
Michael... Hyland?

00:33:47.244 --> 00:33:47.585
Yes.

00:33:47.944 --> 00:33:48.246
Hyland.

00:33:49.826 --> 00:33:50.567
You can tell...

00:33:51.580 --> 00:33:54.644
that he really cares about educating

00:33:54.683 --> 00:33:56.244
people who are going through Parkinson's

00:33:56.265 --> 00:33:56.644
disease.

00:33:56.924 --> 00:33:59.326
You need to spend twelve seconds watching

00:33:59.386 --> 00:34:00.969
anything or reading anything he makes.

00:34:01.348 --> 00:34:02.430
It is a layup.

00:34:02.750 --> 00:34:03.891
It's a layup.

00:34:04.771 --> 00:34:06.133
And that is gold.

00:34:06.553 --> 00:34:07.713
I got really nervous when I was going

00:34:07.733 --> 00:34:09.155
into radio that I'd get a job at

00:34:09.175 --> 00:34:10.376
a radio station that I didn't like the

00:34:10.416 --> 00:34:10.697
music.

00:34:10.896 --> 00:34:11.677
Wouldn't be able to do it.

00:34:11.918 --> 00:34:12.438
Couldn't do it.

00:34:12.538 --> 00:34:14.599
Lucked out that every time I played a

00:34:14.639 --> 00:34:15.320
song, I was like,

00:34:15.481 --> 00:34:16.440
I am excited for this.

00:34:16.621 --> 00:34:17.402
It's hard to fake it.

00:34:17.702 --> 00:34:18.463
Here's the best part.

00:34:18.742 --> 00:34:19.403
You don't have to.

00:34:20.833 --> 00:34:22.195
because you don't have to go after the

00:34:22.315 --> 00:34:23.918
largest audience possible.

00:34:24.039 --> 00:34:25.521
That is not just if you're like, wow,

00:34:25.561 --> 00:34:27.184
low back pain is covered.

00:34:27.264 --> 00:34:28.304
I don't really care about that.

00:34:28.344 --> 00:34:28.525
Great.

00:34:28.565 --> 00:34:29.047
Don't do that.

00:34:30.088 --> 00:34:31.050
Go after the thing.

00:34:31.110 --> 00:34:32.431
But the biggest limiting factor,

00:34:32.452 --> 00:34:35.295
in my opinion, Paul, is yourself.

00:34:39.813 --> 00:34:40.673
Can you read it?

00:34:40.713 --> 00:34:40.893
Yeah.

00:34:41.014 --> 00:34:42.655
I've dipped a toe into content and social

00:34:42.695 --> 00:34:42.976
media.

00:34:43.016 --> 00:34:44.516
Paul saying he lost the momentum,

00:34:45.077 --> 00:34:46.338
but working to get it back on the

00:34:46.378 --> 00:34:46.659
horse.

00:34:46.679 --> 00:34:48.760
Like this is common, right?

00:34:48.981 --> 00:34:50.722
So I would say if I were like

00:34:50.742 --> 00:34:52.523
having a therapy or a media session with

00:34:52.583 --> 00:34:54.405
Paul, I'd say, awesome, man.

00:34:54.646 --> 00:34:55.907
Like, what did that look like?

00:34:56.646 --> 00:34:58.168
And what was too much for you?

00:34:59.092 --> 00:35:00.434
Was it like I was doing it every

00:35:00.514 --> 00:35:01.795
single day and I couldn't?

00:35:01.916 --> 00:35:02.215
Great.

00:35:02.376 --> 00:35:03.356
I would say, awesome.

00:35:03.637 --> 00:35:04.938
What's three videos a week?

00:35:05.018 --> 00:35:06.298
And what if you did them only on

00:35:06.400 --> 00:35:09.222
Tuesday between nine and eleven a.m.?

00:35:09.541 --> 00:35:10.302
Could you do that?

00:35:10.782 --> 00:35:12.045
And if the answer was yes, I'd go,

00:35:12.144 --> 00:35:12.324
great.

00:35:12.344 --> 00:35:13.166
Do that for six months.

00:35:13.951 --> 00:35:15.811
Because as soon as you burn out,

00:35:16.032 --> 00:35:17.773
you've got to unplug.

00:35:17.853 --> 00:35:19.795
You can't just dial it back.

00:35:19.835 --> 00:35:20.175
Trust me,

00:35:20.775 --> 00:35:22.858
I haven't done a podcast interview outside

00:35:22.878 --> 00:35:24.099
of the live streams in a couple weeks.

00:35:24.159 --> 00:35:24.338
Why?

00:35:24.659 --> 00:35:25.360
Dude, I got fried.

00:35:25.800 --> 00:35:27.541
I was on that pace to do three

00:35:27.561 --> 00:35:28.882
hundred and sixty five episodes in three

00:35:28.902 --> 00:35:29.623
hundred sixty five days.

00:35:29.862 --> 00:35:30.123
Actually,

00:35:30.344 --> 00:35:31.704
I still might be on that pace because

00:35:31.744 --> 00:35:32.425
I was doing like...

00:35:33.219 --> 00:35:34.601
three a day at some point.

00:35:35.181 --> 00:35:35.840
I got fried.

00:35:36.101 --> 00:35:37.742
The biggest limiting factor was I got

00:35:37.782 --> 00:35:39.563
fried and I was looking at results going,

00:35:39.844 --> 00:35:40.643
I don't know if any of this stuff

00:35:40.684 --> 00:35:41.364
is helping anybody.

00:35:41.384 --> 00:35:42.385
I don't know if I'm picking the right

00:35:42.425 --> 00:35:42.864
topics.

00:35:43.525 --> 00:35:46.166
I don't know if I care anymore, right?

00:35:46.726 --> 00:35:46.927
So.

00:35:47.268 --> 00:35:49.849
Take that idea into patient care.

00:35:50.489 --> 00:35:53.630
How many of the best therapists get fried,

00:35:53.990 --> 00:35:54.612
burn out,

00:35:54.692 --> 00:35:56.172
not because they're doing too much,

00:35:56.612 --> 00:35:59.114
but because they are doing so much for

00:35:59.213 --> 00:36:01.775
people who really have no capacity to

00:36:01.835 --> 00:36:02.295
improve.

00:36:02.996 --> 00:36:03.416
You know,

00:36:03.436 --> 00:36:05.157
or the improvement is going to be so

00:36:05.237 --> 00:36:06.518
slight on the scale.

00:36:06.539 --> 00:36:08.561
Like I can go treat a patient and

00:36:08.581 --> 00:36:09.702
get eighty five bucks.

00:36:09.802 --> 00:36:11.382
That's not going to move the needle for

00:36:11.422 --> 00:36:14.045
me that the magnitude of change.

00:36:14.606 --> 00:36:16.827
I need thousands of dollars to really make

00:36:16.867 --> 00:36:18.349
it worth the effort in the time.

00:36:18.369 --> 00:36:20.289
And at some point you do,

00:36:20.329 --> 00:36:22.231
you burn out, you get tired.

00:36:22.552 --> 00:36:24.213
And I've told Paul this before.

00:36:25.094 --> 00:36:25.313
Like,

00:36:25.574 --> 00:36:28.655
I am peaks and troughs all year long.

00:36:29.556 --> 00:36:31.777
I drop a hundred videos on YouTube and

00:36:31.797 --> 00:36:33.137
then I don't do anything for three or

00:36:33.177 --> 00:36:34.898
four months because I burn out creating

00:36:34.958 --> 00:36:36.059
those hundred videos.

00:36:36.519 --> 00:36:38.400
Now, there are people, my wife,

00:36:38.780 --> 00:36:40.282
who are going to be slow and steady.

00:36:40.601 --> 00:36:41.782
They're not going to burn out.

00:36:41.822 --> 00:36:44.063
They're going to continuously work and

00:36:44.184 --> 00:36:45.983
they're going to find the pace that works

00:36:46.023 --> 00:36:46.565
for them.

00:36:47.085 --> 00:36:48.965
You and I tend to be more up

00:36:49.005 --> 00:36:50.067
high and down low.

00:36:51.166 --> 00:36:52.286
But that's just the way it is,

00:36:52.306 --> 00:36:52.527
you know,

00:36:52.547 --> 00:36:53.867
and that's why it's so hard for somebody

00:36:53.887 --> 00:36:55.927
to give advice because your personality

00:36:55.987 --> 00:36:56.829
might not match.

00:36:57.088 --> 00:36:58.548
There's a couple of things where we got

00:36:58.568 --> 00:36:59.568
a lot to go into here.

00:36:59.708 --> 00:37:00.949
So, again,

00:37:00.989 --> 00:37:02.349
this is why I went to radio,

00:37:02.429 --> 00:37:03.110
not TV.

00:37:03.269 --> 00:37:06.411
TV required me to like spend hours and

00:37:06.451 --> 00:37:08.012
hours and hours and hours and hours for

00:37:08.211 --> 00:37:09.851
one ninety second video story.

00:37:10.371 --> 00:37:11.713
And I just that was too much for

00:37:11.753 --> 00:37:11.893
me.

00:37:12.213 --> 00:37:13.012
It was so much.

00:37:14.735 --> 00:37:17.559
squeeze for so little juice where i

00:37:17.599 --> 00:37:19.760
preferred being on the radio for five

00:37:19.780 --> 00:37:22.623
hours a day and doing a lighter lift

00:37:23.023 --> 00:37:24.525
but for longer periods of time and

00:37:24.585 --> 00:37:28.489
interacting right so you and i do go

00:37:28.530 --> 00:37:31.052
through these we go like crazy and then

00:37:31.072 --> 00:37:33.655
we're like but where's the roi and here's

00:37:33.695 --> 00:37:34.356
the funny part

00:37:35.503 --> 00:37:36.463
Paul's asking,

00:37:36.563 --> 00:37:39.045
does each person need to be on their

00:37:39.166 --> 00:37:39.965
own island?

00:37:40.405 --> 00:37:41.726
Because right now, if I have a channel,

00:37:42.208 --> 00:37:42.927
I'm my own island.

00:37:43.168 --> 00:37:44.429
And Tony's on his own island, right?

00:37:44.449 --> 00:37:44.969
If I have a podcast,

00:37:44.989 --> 00:37:45.829
you have a podcast.

00:37:46.230 --> 00:37:47.510
This is where I went back to like,

00:37:48.032 --> 00:37:50.492
I was never on my own radio station.

00:37:50.693 --> 00:37:52.594
I was always playing off of what someone

00:37:52.655 --> 00:37:53.255
else did.

00:37:53.675 --> 00:37:54.615
And we as a whole,

00:37:54.795 --> 00:37:56.818
this is where like having a TV channel

00:37:57.318 --> 00:37:59.159
or a network like ESPN,

00:37:59.679 --> 00:38:02.041
what the SportsCenter guys do helps the

00:38:02.061 --> 00:38:03.702
rest of the network and vice versa, right?

00:38:04.507 --> 00:38:05.889
So, Paul, what do you mean by that?

00:38:05.909 --> 00:38:06.210
He says,

00:38:06.250 --> 00:38:09.213
I always go back to Jimmy's PT agents

00:38:09.253 --> 00:38:10.213
like sports agents.

00:38:10.233 --> 00:38:14.077
You know, they've done this before,

00:38:14.117 --> 00:38:15.460
like creator houses.

00:38:15.480 --> 00:38:16.621
Have you heard about these things?

00:38:17.201 --> 00:38:17.402
You know,

00:38:17.422 --> 00:38:19.364
you rent a house on the beach, whatever,

00:38:19.764 --> 00:38:22.146
and everybody gets a room and then there's

00:38:22.166 --> 00:38:23.867
a bunch of little media stalls.

00:38:24.369 --> 00:38:24.929
Essentially,

00:38:24.949 --> 00:38:26.530
we're going to pool all the resources

00:38:26.570 --> 00:38:26.992
together.

00:38:28.364 --> 00:38:30.427
media, production, lighting, space,

00:38:30.788 --> 00:38:33.271
overhead's a giant part of it.

00:38:33.731 --> 00:38:35.152
And now also you have what's called

00:38:35.193 --> 00:38:35.833
bumpability.

00:38:36.806 --> 00:38:38.206
Where if I bring in a great guest

00:38:38.545 --> 00:38:40.047
and I do a segment with them, well,

00:38:40.067 --> 00:38:41.166
why don't you just stop in down the

00:38:41.206 --> 00:38:41.527
hallway?

00:38:41.726 --> 00:38:43.186
The radio station I worked for used to

00:38:43.226 --> 00:38:43.527
do that.

00:38:43.547 --> 00:38:45.347
It's actually how I met one of my

00:38:45.387 --> 00:38:45.907
ex-girlfriends,

00:38:46.288 --> 00:38:48.688
was the local TV news person who's

00:38:48.748 --> 00:38:50.568
promoting a thing would come on my radio

00:38:50.608 --> 00:38:50.929
station.

00:38:51.128 --> 00:38:51.889
But while you're there,

00:38:51.929 --> 00:38:53.509
there's like two doors down.

00:38:53.528 --> 00:38:54.010
There's another thing.

00:38:54.030 --> 00:38:55.409
Why don't you jump on there for fifteen

00:38:55.449 --> 00:38:55.710
minutes?

00:38:56.150 --> 00:38:58.349
But also you have things like billing or

00:38:58.610 --> 00:38:59.951
contract negotiation.

00:39:00.090 --> 00:39:02.411
Instead of having to take twenty percent

00:39:02.510 --> 00:39:03.411
of twenty deals,

00:39:03.751 --> 00:39:05.291
you can take three percent of one hundred

00:39:05.331 --> 00:39:05.632
deals.

00:39:06.231 --> 00:39:07.713
right so i think that's what paul's

00:39:07.733 --> 00:39:09.436
talking about like in in terms of agents

00:39:09.456 --> 00:39:10.697
and sports you are aimed at different

00:39:10.797 --> 00:39:12.099
audiences but i don't think you're

00:39:12.139 --> 00:39:16.585
competition i think you're more comrades

00:39:16.606 --> 00:39:18.288
than you are competition you're more

00:39:18.387 --> 00:39:19.329
you're more on the same team

00:39:20.139 --> 00:39:21.201
So this is, you know,

00:39:21.221 --> 00:39:23.663
we've talked about the barstool sports of

00:39:23.862 --> 00:39:24.903
physical therapy.

00:39:25.423 --> 00:39:27.485
There should be a centralized channel,

00:39:27.565 --> 00:39:28.726
a centralized YouTube,

00:39:28.786 --> 00:39:30.067
centralized Facebook.

00:39:31.708 --> 00:39:34.090
I would imagine the APTA would be the-

00:39:34.190 --> 00:39:36.172
I'm dumbfounded.

00:39:36.231 --> 00:39:37.172
I'm still dumbfounded.

00:39:37.213 --> 00:39:38.393
And that's the only reason I haven't done

00:39:38.414 --> 00:39:38.994
anything because I'm like,

00:39:39.054 --> 00:39:40.255
why hasn't anybody done it?

00:39:42.414 --> 00:39:44.856
I have tried in the past to say,

00:39:44.916 --> 00:39:46.717
hey guys, create videos.

00:39:46.878 --> 00:39:48.360
I'll share them to my community.

00:39:49.041 --> 00:39:51.682
I had one person create a video that

00:39:51.742 --> 00:39:53.123
I did share to my community.

00:39:54.385 --> 00:39:55.326
Nobody else has done it.

00:39:55.365 --> 00:39:57.047
You would think that you could,

00:39:57.128 --> 00:39:57.809
someone could,

00:39:57.989 --> 00:40:00.690
one could create a YouTube channel

00:40:00.751 --> 00:40:04.275
dedicated to physical therapy and create

00:40:04.534 --> 00:40:06.255
silos within that channel

00:40:07.197 --> 00:40:10.119
of you know neuro and ortho and knee

00:40:10.159 --> 00:40:12.041
replacement and rotator cuff and you have

00:40:12.081 --> 00:40:14.824
your specialist they still have their own

00:40:15.184 --> 00:40:18.706
individual channels but everybody pulls

00:40:18.746 --> 00:40:21.248
the resources into this one to get it

00:40:21.289 --> 00:40:23.550
to a million followers to get the the

00:40:23.610 --> 00:40:26.634
views up and then it distributes traffic

00:40:26.753 --> 00:40:29.896
out right you have to have that way

00:40:29.936 --> 00:40:31.338
for traffic to pay off though

00:40:31.862 --> 00:40:32.443
Yeah.

00:40:32.463 --> 00:40:34.585
That's why it's like...

00:40:35.085 --> 00:40:36.385
And I've been thinking about this a lot

00:40:36.445 --> 00:40:38.007
where it's only going to get harder.

00:40:38.027 --> 00:40:38.166
I mean,

00:40:38.186 --> 00:40:39.387
there's a couple of models on how to

00:40:39.407 --> 00:40:40.548
make money with content, right?

00:40:40.588 --> 00:40:42.269
Like Tony does it where he's like a

00:40:42.369 --> 00:40:45.592
lot of views or less views and I'll

00:40:45.612 --> 00:40:47.233
take a little bit of money times a

00:40:47.293 --> 00:40:49.014
million views and I've got myself a few

00:40:49.054 --> 00:40:49.434
nickels.

00:40:50.034 --> 00:40:51.695
With podcasting, I go the other route,

00:40:51.715 --> 00:40:52.155
which is like,

00:40:52.637 --> 00:40:54.438
I'm going to sign a sponsor for no

00:40:54.478 --> 00:40:56.079
less than seven hundred fifty bucks,

00:40:56.099 --> 00:40:57.239
a thousand bucks a month.

00:40:57.920 --> 00:40:58.800
But I'm going to tell you

00:41:00.775 --> 00:41:02.577
I'm dropping three episodes a week and

00:41:02.617 --> 00:41:04.018
you're going to spend this much time with

00:41:04.038 --> 00:41:04.237
them.

00:41:04.478 --> 00:41:06.059
And I know exactly who that person is

00:41:06.320 --> 00:41:08.380
because your neighbor who's an auto

00:41:08.400 --> 00:41:09.762
mechanic is not listening to his PT

00:41:09.902 --> 00:41:10.742
related podcast.

00:41:11.083 --> 00:41:12.684
And if you want to sell CEUs or

00:41:12.704 --> 00:41:15.465
a residency or staffing to a PT,

00:41:15.985 --> 00:41:16.985
I'm one of your guys.

00:41:18.007 --> 00:41:23.329
So I look at what you just said

00:41:23.349 --> 00:41:25.490
in terms of like APTA would be perfectly

00:41:25.550 --> 00:41:25.992
leveraged.

00:41:26.092 --> 00:41:27.793
They have the brand, they have access,

00:41:27.813 --> 00:41:28.753
they have the facilities,

00:41:28.773 --> 00:41:29.594
they have the staffing.

00:41:30.666 --> 00:41:37.030
I think the next available organization

00:41:37.050 --> 00:41:38.331
that might be able to pull that off

00:41:38.371 --> 00:41:40.032
is an EMR.

00:41:40.052 --> 00:41:42.193
Because there's a payoff on the back end.

00:41:42.233 --> 00:41:45.175
The EMR company or a staffing company.

00:41:45.735 --> 00:41:47.795
The EMR company or a staffing company can

00:41:47.835 --> 00:41:48.717
look at that and go,

00:41:49.297 --> 00:41:52.338
if I put fifty grand in and I

00:41:52.418 --> 00:41:53.820
land four clients,

00:41:54.420 --> 00:41:55.701
or if I'm a staffing company,

00:41:55.900 --> 00:41:57.461
I put fifty grand in and I land...

00:41:59.103 --> 00:42:00.644
Ten travel contracts.

00:42:01.525 --> 00:42:02.927
I've paid for that self.

00:42:04.306 --> 00:42:06.989
And also, we've talked about this before,

00:42:07.590 --> 00:42:08.891
content compounds.

00:42:09.391 --> 00:42:10.831
So the stuff that I paid for in

00:42:10.891 --> 00:42:11.711
January,

00:42:12.072 --> 00:42:13.934
I can dust that off and reshare that.

00:42:14.414 --> 00:42:15.574
And the audience compounds.

00:42:15.894 --> 00:42:18.077
I was saying that APTA is probably the

00:42:18.177 --> 00:42:19.478
one organization that could pull that off,

00:42:19.498 --> 00:42:20.038
but they haven't.

00:42:20.057 --> 00:42:21.298
I don't know why.

00:42:22.605 --> 00:42:24.306
They would have to be internal profession

00:42:24.766 --> 00:42:25.266
in my mind.

00:42:25.306 --> 00:42:27.128
They are not business to public.

00:42:27.168 --> 00:42:31.411
So then I wonder if that's an opportunity

00:42:31.471 --> 00:42:34.833
for a new person to come in.

00:42:35.634 --> 00:42:36.894
It's obviously a need.

00:42:37.155 --> 00:42:39.456
It's obviously somebody that has the

00:42:39.496 --> 00:42:41.717
chops, somebody that has done it before,

00:42:42.217 --> 00:42:44.458
can grow a channel, can produce it.

00:42:44.940 --> 00:42:46.721
And it's a full time commitment.

00:42:46.740 --> 00:42:48.282
It's okay, we're going to do this.

00:42:48.621 --> 00:42:50.083
I'm sure the money is in it.

00:42:51.623 --> 00:42:53.949
But who would front that money?

00:42:53.969 --> 00:42:55.632
That's what I would say next is after

00:42:55.711 --> 00:42:56.494
APTA,

00:42:57.556 --> 00:42:59.960
the A- tier would be either a staffing

00:43:00.000 --> 00:43:01.983
company, like a travel staffing company,

00:43:02.505 --> 00:43:03.206
or an EMR.

00:43:04.137 --> 00:43:06.059
because they're the ones that can say for

00:43:06.119 --> 00:43:08.262
every client, for every one sale,

00:43:08.782 --> 00:43:09.784
you're not going to make money selling

00:43:09.804 --> 00:43:10.744
t-shirts on this.

00:43:11.264 --> 00:43:12.585
It would be very difficult to make money

00:43:12.626 --> 00:43:16.110
on views on this to start anyway, right?

00:43:16.349 --> 00:43:18.773
Because you're asking for a commitment of

00:43:18.932 --> 00:43:19.353
effort.

00:43:19.793 --> 00:43:21.976
And if people can't see the ROI quickly,

00:43:22.376 --> 00:43:23.918
I show up and treat a patient and

00:43:23.938 --> 00:43:24.697
then two weeks later,

00:43:25.378 --> 00:43:27.800
a check drops into my bank account.

00:43:28.460 --> 00:43:29.641
That's a fast enough loop.

00:43:30.083 --> 00:43:31.824
If someone came to me ten years ago

00:43:31.844 --> 00:43:32.083
and said,

00:43:32.103 --> 00:43:33.565
you're going to start a podcast and you're

00:43:33.585 --> 00:43:34.706
going to have a significant amount of your

00:43:34.746 --> 00:43:36.706
income be based on that, I'd go,

00:43:36.987 --> 00:43:37.648
you're insane.

00:43:37.827 --> 00:43:38.789
I did it because it was this new

00:43:38.809 --> 00:43:40.250
little toy and I liked it and I

00:43:40.289 --> 00:43:41.010
was curious.

00:43:41.590 --> 00:43:42.391
It paid in the end.

00:43:42.592 --> 00:43:43.773
But I get why people are like,

00:43:44.012 --> 00:43:44.552
I don't know.

00:43:44.672 --> 00:43:45.793
I can't be the Tony.

00:43:46.315 --> 00:43:47.635
I think sometimes the things that you

00:43:47.655 --> 00:43:48.376
share, Tony,

00:43:48.516 --> 00:43:50.717
actually scare people out of starting.

00:43:52.175 --> 00:43:52.996
Because they're like, yeah,

00:43:53.016 --> 00:43:54.737
he's so much further than me.

00:43:55.077 --> 00:43:57.617
Like he's look, look, look, he look,

00:43:57.637 --> 00:43:58.757
he just he said,

00:43:58.938 --> 00:44:00.579
I accidentally shared this video from

00:44:00.619 --> 00:44:02.360
three years that I shot three years ago

00:44:02.380 --> 00:44:03.300
and I forgot to share it.

00:44:03.320 --> 00:44:04.119
It got a million views.

00:44:04.139 --> 00:44:05.581
Oh, my God.

00:44:05.621 --> 00:44:06.440
I look at that and I go,

00:44:07.481 --> 00:44:10.242
I just scripted ten things out and it

00:44:10.262 --> 00:44:13.804
got bupkis that that jacks with my

00:44:13.844 --> 00:44:14.423
confidence.

00:44:16.239 --> 00:44:17.760
Will saying the breakfast club might be

00:44:17.800 --> 00:44:19.081
the closest thing we've got to that hub.

00:44:19.382 --> 00:44:20.043
Maybe.

00:44:20.302 --> 00:44:21.164
But even look at this.

00:44:21.985 --> 00:44:23.407
This gets okay views.

00:44:23.686 --> 00:44:24.128
Okay.

00:44:25.269 --> 00:44:28.630
And we've been doing this for three years,

00:44:28.831 --> 00:44:29.431
two years.

00:44:29.612 --> 00:44:30.371
Here's the thing.

00:44:31.311 --> 00:44:32.432
I don't know if we want to say

00:44:32.452 --> 00:44:33.992
the name of the group,

00:44:35.333 --> 00:44:37.114
but there is an EMR that out there

00:44:37.753 --> 00:44:39.715
that is trying to do this,

00:44:39.775 --> 00:44:41.056
had tried to do this.

00:44:41.195 --> 00:44:42.715
I haven't been in touch with them for

00:44:42.755 --> 00:44:43.135
a while.

00:44:43.215 --> 00:44:44.757
I'm looking at the YouTube channel right

00:44:44.817 --> 00:44:45.016
now.

00:44:45.077 --> 00:44:46.978
Four hundred and forty eight subscribers

00:44:47.038 --> 00:44:47.518
went nowhere.

00:44:48.875 --> 00:44:49.795
they're, but I mean,

00:44:50.096 --> 00:44:51.317
they have the money behind them.

00:44:51.697 --> 00:44:53.440
They have high production value.

00:44:53.699 --> 00:44:54.860
They do an amazing job.

00:44:54.900 --> 00:44:55.983
They get a ton of guests.

00:44:56.003 --> 00:44:58.744
They've brought in, uh, you know,

00:44:58.766 --> 00:45:00.867
creators that people know and,

00:45:01.007 --> 00:45:04.130
and tried to build that sports, you know,

00:45:04.391 --> 00:45:06.153
can, can I show, can I share,

00:45:06.193 --> 00:45:07.074
we want to say the name,

00:45:07.375 --> 00:45:08.655
but this is an EMR company.

00:45:09.456 --> 00:45:11.157
That tried to do exactly what we just

00:45:11.177 --> 00:45:11.438
said.

00:45:11.637 --> 00:45:12.318
Tried to.

00:45:12.878 --> 00:45:14.719
Can I tell you why I think it

00:45:14.759 --> 00:45:15.338
didn't work?

00:45:15.858 --> 00:45:16.659
Please.

00:45:16.699 --> 00:45:18.601
They tried to sell way too early.

00:45:19.981 --> 00:45:21.081
You can smell it.

00:45:21.742 --> 00:45:21.942
Yeah.

00:45:22.001 --> 00:45:24.003
Everything drips with use us.

00:45:24.103 --> 00:45:25.422
Everything's an ad.

00:45:25.802 --> 00:45:28.704
Just look at the topics, right?

00:45:28.824 --> 00:45:30.005
Everything's a close.

00:45:30.204 --> 00:45:31.405
I've written about it on LinkedIn,

00:45:31.445 --> 00:45:32.606
about LinkedIn posts.

00:45:33.621 --> 00:45:35.782
If you start with this cool content that

00:45:35.802 --> 00:45:36.963
I'm looking at, I'm like, yeah,

00:45:36.983 --> 00:45:37.764
I'm nodding along.

00:45:38.164 --> 00:45:40.126
And then halfway through the little

00:45:40.166 --> 00:45:41.427
LinkedIn diatribe I'm on,

00:45:41.686 --> 00:45:43.969
and that's why we here at Callahan Auto

00:45:44.028 --> 00:45:46.291
Parts only use the finest auto parts.

00:45:46.731 --> 00:45:47.972
Oh, the whole thing's an ad.

00:45:48.172 --> 00:45:48.891
People reject it.

00:45:49.233 --> 00:45:51.655
It drips and smells of corporate.

00:45:52.094 --> 00:45:54.135
Look at the videos that Barstool creates.

00:45:54.657 --> 00:45:56.498
They're created on phones, dude.

00:45:56.518 --> 00:45:57.179
They're created...

00:45:58.210 --> 00:46:00.012
in the offices with a bunch of twenty

00:46:00.052 --> 00:46:02.556
thirty somethings goofing off watching

00:46:02.596 --> 00:46:05.438
sports that's why it's real that doesn't

00:46:05.458 --> 00:46:07.440
look real to me that drips of fake

00:46:08.351 --> 00:46:09.251
I'm going to disagree.

00:46:09.391 --> 00:46:11.134
I'm looking at it right now.

00:46:12.094 --> 00:46:13.516
I just think it was too small of

00:46:13.536 --> 00:46:14.217
an audience.

00:46:14.237 --> 00:46:17.039
And, you know, I've got that audience,

00:46:17.081 --> 00:46:18.782
like I've got my Learn Medicare billing

00:46:18.802 --> 00:46:19.143
channel.

00:46:19.182 --> 00:46:21.945
The audience is PT, OT, SLP.

00:46:23.047 --> 00:46:24.248
It's kind of business.

00:46:24.307 --> 00:46:25.909
This audience and you and I have had

00:46:25.929 --> 00:46:26.851
this conversation.

00:46:26.971 --> 00:46:29.373
This audience is too small of an audience

00:46:29.393 --> 00:46:29.994
to really.

00:46:30.614 --> 00:46:33.217
get out there and go viral i think

00:46:33.277 --> 00:46:35.418
if we look at some of the big

00:46:35.898 --> 00:46:39.260
um general physical therapy channels bob

00:46:39.300 --> 00:46:42.422
and brad ask dr joe i always forget

00:46:42.463 --> 00:46:44.563
his name athlean x the guy he's a

00:46:44.623 --> 00:46:47.186
physical therapist like these are in the

00:46:47.246 --> 00:46:49.887
tens of millions of of subscribers they

00:46:49.927 --> 00:46:52.250
have huge channels huge reach

00:46:53.302 --> 00:46:55.744
I think if we took the profession of

00:46:55.784 --> 00:46:59.068
physical therapy, created the silos,

00:46:59.507 --> 00:47:02.110
supported individual content creators on a

00:47:02.210 --> 00:47:03.431
central location,

00:47:04.132 --> 00:47:06.173
I think we can hit tens of millions

00:47:06.233 --> 00:47:06.954
of followers.

00:47:07.034 --> 00:47:08.356
I don't disagree.

00:47:08.376 --> 00:47:09.956
Yeah, hundreds of millions of views.

00:47:10.478 --> 00:47:12.599
And you said, who's going to fund it?

00:47:13.400 --> 00:47:15.161
I don't really think it needs funding.

00:47:15.762 --> 00:47:16.742
That's the thing.

00:47:17.262 --> 00:47:20.666
I can start my YouTube membership for zero

00:47:20.686 --> 00:47:21.067
cost.

00:47:21.827 --> 00:47:24.208
If nobody signs, I don't lose any money.

00:47:24.809 --> 00:47:26.510
I'm spending the time anyway.

00:47:27.271 --> 00:47:29.313
I've always gone back to there are so

00:47:29.373 --> 00:47:32.036
many creators out there who are creating

00:47:32.715 --> 00:47:34.036
and nobody is watching.

00:47:35.157 --> 00:47:38.201
Let's bring them into this ecosystem with

00:47:38.221 --> 00:47:39.902
a little bit of education and say, hey,

00:47:40.202 --> 00:47:42.764
this is why nobody's watching your hook,

00:47:43.125 --> 00:47:44.025
your story.

00:47:44.365 --> 00:47:46.568
Like, let's clean those parts up.

00:47:46.648 --> 00:47:48.630
Let's clip all this stuff out that doesn't

00:47:48.650 --> 00:47:49.530
need to be in there.

00:47:50.518 --> 00:47:52.460
i do think it's still a big opportunity

00:47:52.480 --> 00:47:55.744
for somebody who wanted to take it yeah

00:47:57.266 --> 00:47:59.047
i think if this were to ever go

00:47:59.088 --> 00:48:01.389
anywhere the answer would be like occam's

00:48:01.429 --> 00:48:04.653
razor it would be the simplest solution

00:48:04.873 --> 00:48:06.175
like whenever you're starting talking

00:48:06.215 --> 00:48:08.637
about anything that a seven-year-old

00:48:08.677 --> 00:48:10.500
couldn't understand that's when it would

00:48:10.539 --> 00:48:11.762
fail so

00:48:15.061 --> 00:48:16.882
The only thing is it's not zero dollars

00:48:16.902 --> 00:48:18.143
because it's people's time.

00:48:18.722 --> 00:48:21.403
And even more expensive, it's their ego.

00:48:21.704 --> 00:48:22.423
And I don't blame them.

00:48:22.443 --> 00:48:23.425
Do you know what I mean?

00:48:23.485 --> 00:48:23.925
I get it.

00:48:25.724 --> 00:48:27.085
I had a fifteen-year head start.

00:48:28.606 --> 00:48:29.706
I used to get commended.

00:48:29.947 --> 00:48:30.907
Oh, as a PT student,

00:48:30.927 --> 00:48:32.226
you stepped out of your comfort zone and

00:48:32.246 --> 00:48:33.688
started interviewing people as a student.

00:48:33.708 --> 00:48:34.887
I was like,

00:48:34.987 --> 00:48:36.568
I stepped into my comfort zone.

00:48:37.369 --> 00:48:39.309
I got to play stupid but sound smart

00:48:39.349 --> 00:48:40.630
because I asked it as a question in

00:48:40.650 --> 00:48:41.269
an interview.

00:48:42.485 --> 00:48:43.867
That was a life hack, right?

00:48:44.387 --> 00:48:45.949
So I do think it's,

00:48:47.172 --> 00:48:48.333
you have to get someone to say,

00:48:48.632 --> 00:48:51.036
I am the Parkinson's disease PT and I'm

00:48:51.056 --> 00:48:53.438
going to plant my flag and I'm smart

00:48:53.458 --> 00:48:53.719
enough.

00:48:53.898 --> 00:48:55.501
Because as soon as I say something and

00:48:55.601 --> 00:48:57.103
five colleagues come in the comment

00:48:57.123 --> 00:48:57.423
section,

00:48:58.496 --> 00:49:00.476
Your ego is shot, and I don't disagree.

00:49:01.577 --> 00:49:03.717
That is the dumbest part of human nature,

00:49:04.157 --> 00:49:05.677
but it is the biggest limiting factor.

00:49:05.918 --> 00:49:06.077
I mean,

00:49:06.438 --> 00:49:07.619
this is sort of the crux of how

00:49:07.679 --> 00:49:08.719
I started the damn podcast.

00:49:08.759 --> 00:49:11.440
I was sitting in a presentation room with

00:49:11.460 --> 00:49:13.179
a thousand PTs at a state conference,

00:49:13.619 --> 00:49:15.420
and I was like, do you understand?

00:49:15.460 --> 00:49:17.101
This is ten, eleven years ago.

00:49:17.460 --> 00:49:18.282
I was like, wow,

00:49:18.661 --> 00:49:22.023
how much information is just stored in the

00:49:22.083 --> 00:49:24.483
brains of all these people sitting in this

00:49:24.523 --> 00:49:26.164
room, and it'll never leave.

00:49:26.864 --> 00:49:28.545
Even the presentation we were watching

00:49:28.824 --> 00:49:29.905
wasn't being recorded.

00:49:30.385 --> 00:49:31.045
I was like, wow,

00:49:31.264 --> 00:49:32.585
this thing's going to be said.

00:49:33.005 --> 00:49:33.865
It was prepared.

00:49:34.226 --> 00:49:35.206
Effort was done.

00:49:35.547 --> 00:49:36.427
It was prepared.

00:49:36.686 --> 00:49:37.626
It was executed.

00:49:38.146 --> 00:49:39.688
Most people will nod and forget.

00:49:39.827 --> 00:49:41.248
Eighty six percent of it before they leave

00:49:41.268 --> 00:49:41.588
the room.

00:49:41.867 --> 00:49:42.268
And I was like,

00:49:42.548 --> 00:49:43.608
that is a crying shame.

00:49:44.028 --> 00:49:46.289
And now we're twenty light years past that

00:49:46.309 --> 00:49:49.251
where we record and share like crazy.

00:49:49.911 --> 00:49:52.010
And the good stuff I still think is

00:49:52.452 --> 00:49:53.532
the good stuff is still out there.

00:49:55.188 --> 00:49:57.250
I'm going to grab a screenshot and I'll

00:49:57.349 --> 00:49:59.550
share it of the last three hundred and

00:49:59.590 --> 00:50:03.873
sixty five days revenue from individual

00:50:03.914 --> 00:50:06.597
videos, because now, you know,

00:50:07.137 --> 00:50:08.777
I've noticed this trend in my life.

00:50:08.797 --> 00:50:10.139
I'm fifty one years old now.

00:50:10.179 --> 00:50:12.940
There's been a thirty year analysis,

00:50:12.981 --> 00:50:14.322
but something that I've seen,

00:50:15.262 --> 00:50:16.063
I get an idea.

00:50:17.532 --> 00:50:19.233
I get excited, I get pumped up,

00:50:19.293 --> 00:50:21.094
I put a bunch of resources behind it

00:50:21.614 --> 00:50:23.096
and then I burn out and it dies

00:50:23.315 --> 00:50:24.777
and it just sits there and it doesn't

00:50:24.817 --> 00:50:25.516
do anything.

00:50:25.536 --> 00:50:28.659
And then I start to get excited about

00:50:28.719 --> 00:50:30.239
it again and I start to rethink it

00:50:30.298 --> 00:50:32.661
again and technology has changed,

00:50:33.740 --> 00:50:35.121
culture has changed,

00:50:35.282 --> 00:50:36.422
other things have changed.

00:50:36.902 --> 00:50:38.222
And a lot of these ideas,

00:50:38.402 --> 00:50:39.943
the first time I throw them out,

00:50:40.043 --> 00:50:41.724
they don't go anywhere and then the second

00:50:41.764 --> 00:50:43.326
time they get a little bit of traction

00:50:43.365 --> 00:50:45.047
and sometimes it takes three or four

00:50:45.206 --> 00:50:45.686
efforts

00:50:46.737 --> 00:50:48.260
But usually, you know,

00:50:48.280 --> 00:50:51.708
at some point something clicks and it

00:50:51.768 --> 00:50:52.389
takes root.

00:50:52.409 --> 00:50:53.532
Yeah.

00:50:53.592 --> 00:50:54.474
It's more me than we.

00:50:55.289 --> 00:50:56.771
Yeah.

00:50:56.791 --> 00:50:58.391
So if you can grab that screenshot,

00:50:59.032 --> 00:50:59.974
this takes me back.

00:51:00.014 --> 00:51:01.614
So people want to get monetized.

00:51:01.655 --> 00:51:03.715
They want their YouTube channel monetized.

00:51:03.755 --> 00:51:04.836
You know, even a dollar,

00:51:04.876 --> 00:51:06.679
you and I have said this multiple times,

00:51:07.239 --> 00:51:10.240
a dollar puts fuel in the tank of

00:51:10.320 --> 00:51:11.181
our motivation.

00:51:11.242 --> 00:51:13.043
It's validation.

00:51:13.324 --> 00:51:13.623
Yeah.

00:51:13.724 --> 00:51:15.485
Proof of concept, market fit.

00:51:16.965 --> 00:51:20.208
So going back to this global idea,

00:51:22.168 --> 00:51:23.730
There are, you know,

00:51:23.789 --> 00:51:25.291
on my YouTube channel,

00:51:25.331 --> 00:51:26.590
there are individual videos.

00:51:26.630 --> 00:51:28.052
YouTube gives us revenue.

00:51:28.911 --> 00:51:30.512
I know one video,

00:51:30.913 --> 00:51:31.753
if you can share it,

00:51:31.853 --> 00:51:33.554
generated four hundred and sixty six

00:51:33.594 --> 00:51:35.054
dollars over the last three hundred and

00:51:35.094 --> 00:51:35.914
sixty five days.

00:51:36.815 --> 00:51:38.217
I just took this screenshot.

00:51:38.257 --> 00:51:39.496
So this is the most up to date

00:51:39.536 --> 00:51:39.777
ever.

00:51:40.617 --> 00:51:42.438
Another video still struggling after your

00:51:42.458 --> 00:51:43.099
knee replacement,

00:51:43.119 --> 00:51:44.278
three hundred and eighty dollars.

00:51:44.940 --> 00:51:47.320
So even something like that to say,

00:51:48.498 --> 00:51:51.722
rebuild the channel i've got the choose pt

00:51:51.742 --> 00:51:53.985
first youtube channel i could change the

00:51:54.025 --> 00:51:56.527
name i could rebrand it it's already got

00:51:56.547 --> 00:51:58.590
i don't know twelve hundred or something

00:51:58.670 --> 00:52:02.152
subscribers i've done this before and you

00:52:02.193 --> 00:52:06.637
make it a profession you know specific

00:52:06.677 --> 00:52:07.057
channel

00:52:08.114 --> 00:52:09.295
geared to the consumer.

00:52:10.536 --> 00:52:14.119
We looked at the APTA's YouTube channel,

00:52:14.179 --> 00:52:15.380
Facing the Consumer.

00:52:16.260 --> 00:52:18.063
They haven't published in three years and

00:52:18.083 --> 00:52:19.384
it was one video and then it was

00:52:19.423 --> 00:52:20.184
five years ago.

00:52:21.224 --> 00:52:22.266
We do that.

00:52:22.686 --> 00:52:25.608
We invite small creators who don't have an

00:52:25.708 --> 00:52:26.248
audience

00:52:26.929 --> 00:52:30.050
we get the channel monetized more quickly

00:52:30.070 --> 00:52:31.652
than they could get their individual

00:52:31.672 --> 00:52:32.592
channel monetized.

00:52:33.014 --> 00:52:34.795
And we could even do a revenue share

00:52:35.195 --> 00:52:37.056
because these are objective numbers.

00:52:37.117 --> 00:52:37.376
You know,

00:52:37.637 --> 00:52:39.759
if they have a video that goes viral

00:52:39.838 --> 00:52:41.039
on our platform,

00:52:41.780 --> 00:52:44.021
we could do a revenue share based on

00:52:44.181 --> 00:52:45.922
the actual analytics.

00:52:46.503 --> 00:52:47.463
And then when they get their own

00:52:47.503 --> 00:52:49.005
individual channel monetized,

00:52:49.045 --> 00:52:52.128
they get all that additional revenue.

00:52:52.188 --> 00:52:53.248
It's like an incubator.

00:52:54.894 --> 00:52:58.280
where we're investing time and effort and

00:52:58.360 --> 00:52:59.121
so are they,

00:52:59.262 --> 00:53:01.184
but they're at least saying someone's been

00:53:01.204 --> 00:53:01.987
there and done that.

00:53:02.407 --> 00:53:03.489
So at least it's safer.

00:53:03.909 --> 00:53:05.773
But they own the IP when they're done,

00:53:05.833 --> 00:53:06.032
right?

00:53:06.092 --> 00:53:06.554
I don't want it.

00:53:06.594 --> 00:53:07.615
I don't want their videos, right?

00:53:08.780 --> 00:53:10.802
I would call it a launchpad more than

00:53:10.842 --> 00:53:12.543
an incubator, same concept.

00:53:14.003 --> 00:53:16.806
Our return on the investment is we get

00:53:16.847 --> 00:53:19.429
to leverage hundreds of creators to

00:53:19.509 --> 00:53:22.751
accelerate the growth of one channel that

00:53:22.771 --> 00:53:25.132
will then potentially distribute and

00:53:25.172 --> 00:53:27.815
promote individual channels from there.

00:53:28.856 --> 00:53:30.557
That channel is obviously going to have

00:53:30.617 --> 00:53:34.061
value, generate monetary income.

00:53:36.342 --> 00:53:37.182
And, yeah,

00:53:37.543 --> 00:53:41.485
we would be essentially the people funding

00:53:41.525 --> 00:53:44.548
the project with our time, our knowledge,

00:53:45.088 --> 00:53:48.211
our history of thousands of failures

00:53:48.271 --> 00:53:51.313
before we built anything that generated

00:53:51.373 --> 00:53:53.416
traffic and revenue.

00:53:53.536 --> 00:53:55.637
Yeah.

00:53:55.677 --> 00:53:56.797
Got to get people to commit to do

00:53:56.838 --> 00:53:57.778
this.

00:53:59.179 --> 00:54:00.061
That goes back to this.

00:54:01.251 --> 00:54:02.233
I need you to invest.

00:54:02.353 --> 00:54:03.393
I need you to step out there.

00:54:03.494 --> 00:54:04.695
I need you to trust in yourself.

00:54:04.715 --> 00:54:05.795
I need to believe in the idea.

00:54:07.757 --> 00:54:08.097
I don't know.

00:54:08.177 --> 00:54:09.298
I've always been the person who's like,

00:54:09.360 --> 00:54:10.260
I'll just try it.

00:54:10.300 --> 00:54:11.161
What's the downside?

00:54:12.121 --> 00:54:13.282
I remember my professor asked me,

00:54:13.623 --> 00:54:14.264
if you start a...

00:54:14.324 --> 00:54:15.164
What's this thing called again?

00:54:15.184 --> 00:54:15.846
A podcast?

00:54:16.326 --> 00:54:17.206
If you start this podcast,

00:54:17.387 --> 00:54:18.907
what do you lose if it goes nowhere?

00:54:18.927 --> 00:54:20.409
And I was like, well, the microphone's,

00:54:20.630 --> 00:54:24.554
you know, and hosting is, you know,

00:54:24.594 --> 00:54:25.014
and she's like,

00:54:27.744 --> 00:54:28.704
Feels like a low barrier.

00:54:28.744 --> 00:54:32.608
Now, it was also my time,

00:54:32.708 --> 00:54:34.411
but I was also curious about that stuff

00:54:34.510 --> 00:54:35.952
anyway, where I was like, I don't know,

00:54:36.032 --> 00:54:37.052
I kind of want to know this stuff.

00:54:37.094 --> 00:54:39.635
So even if I got zero listens,

00:54:39.956 --> 00:54:40.936
I learned stuff.

00:54:41.237 --> 00:54:42.858
So cheat code wise,

00:54:42.878 --> 00:54:44.601
it was still worth it for me.

00:54:46.635 --> 00:54:48.376
See, I get all pumped up.

00:54:48.396 --> 00:54:50.398
I know.

00:54:50.518 --> 00:54:51.818
I'm already thinking like,

00:54:51.998 --> 00:54:53.039
what do we name it?

00:54:53.179 --> 00:54:55.780
I wouldn't make it PT specific because I

00:54:55.800 --> 00:54:58.143
would want to be able to include OT

00:54:58.163 --> 00:54:58.742
and speech.

00:55:00.284 --> 00:55:01.543
I would want to look at what else

00:55:01.583 --> 00:55:03.626
is already out there, you know,

00:55:03.666 --> 00:55:03.766
and

00:55:04.766 --> 00:55:06.608
already thinking about like what are the

00:55:06.668 --> 00:55:09.349
legal agreements look like so that if a

00:55:09.389 --> 00:55:13.293
video does go viral I mean can does

00:55:13.333 --> 00:55:14.673
the creator have the right to take the

00:55:14.713 --> 00:55:16.954
video down or once it's up there is

00:55:17.074 --> 00:55:19.717
it kind of locked in if I create

00:55:19.757 --> 00:55:22.259
a course on a platform that course is

00:55:22.358 --> 00:55:25.601
locked in I can stop selling it to

00:55:25.722 --> 00:55:28.643
new people but most of the platforms won't

00:55:28.684 --> 00:55:30.465
let you take it down because other people

00:55:30.505 --> 00:55:31.706
have already bought that course

00:55:32.813 --> 00:55:34.335
So it's all of this stuff.

00:55:35.335 --> 00:55:36.577
That's the exciting stuff.

00:55:36.938 --> 00:55:41.445
This is the dopamine rush that comes in

00:55:42.005 --> 00:55:44.688
and like takes you away from the

00:55:44.728 --> 00:55:46.811
commitments you already made to other

00:55:46.871 --> 00:55:47.632
projects

00:55:48.547 --> 00:55:50.708
This is probably why I don't end up

00:55:51.228 --> 00:55:53.568
really taking anything to, you know,

00:55:53.668 --> 00:55:56.210
tens of millions of dollars because I,

00:55:56.371 --> 00:55:58.092
soon as I get a little success,

00:55:58.612 --> 00:55:59.992
the dopamine declines.

00:56:00.373 --> 00:56:01.612
And then I started looking at the next

00:56:01.652 --> 00:56:02.914
thing, you know,

00:56:02.954 --> 00:56:04.655
I've got a little success already.

00:56:04.735 --> 00:56:06.315
I've got things that are working.

00:56:06.456 --> 00:56:09.516
Why would I even consider moving into

00:56:09.577 --> 00:56:10.637
something new?

00:56:11.338 --> 00:56:13.199
Because I'm addicted to the dopamine and

00:56:13.239 --> 00:56:15.380
the excitement more than I'm addicted to

00:56:15.420 --> 00:56:17.820
the revenue and the actual business.

00:56:18.041 --> 00:56:18.181
Yeah,

00:56:18.260 --> 00:56:19.961
you and I are probably similar in that

00:56:20.422 --> 00:56:22.643
there's this the six types of working

00:56:22.702 --> 00:56:23.123
genius.

00:56:23.182 --> 00:56:24.764
It's like one of those like personality

00:56:24.804 --> 00:56:25.664
slash work tests.

00:56:25.724 --> 00:56:27.045
And one of them is the is the

00:56:27.085 --> 00:56:28.244
genius of tenacity,

00:56:28.626 --> 00:56:29.806
which is like the finisher.

00:56:30.445 --> 00:56:31.746
And I get yelled at all the time

00:56:31.766 --> 00:56:33.487
because I start fifteen projects,

00:56:34.387 --> 00:56:37.289
get nine of them to the halfway mark,

00:56:37.708 --> 00:56:39.230
get three of them to the three quarter

00:56:39.250 --> 00:56:41.351
mark, and then I'm starting six more.

00:56:42.791 --> 00:56:43.452
That's the idea.

00:56:44.304 --> 00:56:46.344
Yeah.

00:56:46.425 --> 00:56:46.525
Yeah.

00:56:46.545 --> 00:56:46.724
All right.

00:56:46.764 --> 00:56:48.106
We're, we're at the top of the show.

00:56:48.846 --> 00:56:50.867
What are you thinking for parting shot?

00:56:51.847 --> 00:56:53.528
Parting shots is we flirted with ideas

00:56:53.568 --> 00:56:53.929
like this.

00:56:54.088 --> 00:56:54.748
I would love to try,

00:56:54.768 --> 00:56:55.929
like it's almost summer.

00:56:56.349 --> 00:56:57.791
Is that a slower time at the clinic

00:56:57.811 --> 00:57:00.271
for you or busier?

00:57:00.572 --> 00:57:00.731
Uh,

00:57:00.751 --> 00:57:02.753
inconsequential busy from a family

00:57:02.793 --> 00:57:03.753
perspective, you know,

00:57:03.793 --> 00:57:06.916
family vacations and kids are available.

00:57:07.295 --> 00:57:08.315
And I would say we play with the

00:57:08.376 --> 00:57:09.936
ideas we've talked about and launch them

00:57:09.956 --> 00:57:10.476
in the fall.

00:57:10.556 --> 00:57:11.577
That gives us some runway.

00:57:12.940 --> 00:57:13.121
Yeah.

00:57:13.661 --> 00:57:14.222
Yeah.

00:57:14.362 --> 00:57:14.742
And then, and then,

00:57:14.802 --> 00:57:15.943
and then publish the results.

00:57:16.463 --> 00:57:18.385
Would you be against if we could get

00:57:19.827 --> 00:57:22.469
a large organization who saw this or heard

00:57:22.509 --> 00:57:24.429
this or got pinged from enough people that

00:57:24.469 --> 00:57:25.690
go, we want to buy in,

00:57:25.710 --> 00:57:26.552
we want to invest.

00:57:26.711 --> 00:57:27.873
I feel like that would add fuel to

00:57:27.893 --> 00:57:28.333
the fire.

00:57:29.574 --> 00:57:31.356
It would, it would account.

00:57:31.476 --> 00:57:32.956
It would add accountability.

00:57:34.184 --> 00:57:34.583
You know,

00:57:35.985 --> 00:57:39.047
understanding where or what would happen

00:57:39.106 --> 00:57:42.628
with that investment would be important.

00:57:43.268 --> 00:57:44.309
Yeah.

00:57:44.510 --> 00:57:45.931
All right.

00:57:45.971 --> 00:57:46.710
My parting shot.

00:57:46.771 --> 00:57:47.391
I'll go first.

00:57:47.791 --> 00:57:48.251
My parting shot.

00:57:48.371 --> 00:57:50.112
You are the biggest limiting factor to

00:57:50.132 --> 00:57:50.954
your own success.

00:57:52.474 --> 00:57:53.135
I say this from...

00:57:54.536 --> 00:57:56.978
beyond more enough personal experience,

00:57:57.458 --> 00:57:59.239
you are the biggest limiting factor to

00:57:59.280 --> 00:58:00.019
your own success.

00:58:00.239 --> 00:58:01.141
If you can get past that,

00:58:01.481 --> 00:58:03.161
if you try to fail and succeed,

00:58:03.202 --> 00:58:03.822
which have you done?

00:58:04.143 --> 00:58:04.623
Like if you were like,

00:58:04.663 --> 00:58:05.344
I'm just going to do this,

00:58:05.664 --> 00:58:06.123
I'm going to do it.

00:58:06.143 --> 00:58:07.525
It's not going to work, but on purpose,

00:58:07.565 --> 00:58:08.626
I'm going to try to make it blow

00:58:08.666 --> 00:58:09.606
up as big as I can.

00:58:09.865 --> 00:58:12.208
And then what if it doesn't?

00:58:12.248 --> 00:58:13.849
So that's my parting shot.

00:58:14.664 --> 00:58:15.625
All right, my parting shot.

00:58:15.704 --> 00:58:17.405
One of the things I wanted to talk

00:58:17.425 --> 00:58:18.766
to, we didn't talk about,

00:58:19.746 --> 00:58:21.148
Amazon Prime Day,

00:58:21.188 --> 00:58:23.469
which is actually Amazon Prime multiple

00:58:23.509 --> 00:58:25.989
days is coming up, about two weeks away.

00:58:26.869 --> 00:58:30.070
Product companies are desperate for video

00:58:30.231 --> 00:58:33.072
and content and anybody who's willing to

00:58:33.132 --> 00:58:33.532
do it.

00:58:34.213 --> 00:58:36.673
I've got my scripts in Gemini.

00:58:36.733 --> 00:58:38.675
So as the emails come to me,

00:58:39.155 --> 00:58:40.514
I'm like, yeah, no problem.

00:58:40.534 --> 00:58:41.956
Three hundred and fifty five hundred

00:58:41.976 --> 00:58:43.356
dollars finished video.

00:58:43.436 --> 00:58:45.137
Sixty seconds is what I offer.

00:58:45.197 --> 00:58:46.237
This is the deliverable.

00:58:46.376 --> 00:58:47.538
If you want it, I'll do it.

00:58:48.737 --> 00:58:49.798
I say no to a lot of these

00:58:49.838 --> 00:58:51.818
companies like there's power wheelchairs

00:58:51.880 --> 00:58:53.619
and stuff that I'm not going to say

00:58:53.679 --> 00:58:54.300
yes to.

00:58:55.021 --> 00:58:55.320
But.

00:58:56.237 --> 00:58:57.918
If you're in that world at all,

00:58:58.179 --> 00:59:00.920
understand that this is a big push for

00:59:00.960 --> 00:59:02.880
these product companies and they're more

00:59:02.900 --> 00:59:05.201
than happy to pay a couple hundred dollars

00:59:05.240 --> 00:59:07.621
for sixty seconds of your finished time.

00:59:08.202 --> 00:59:11.003
Because what they really need is authority

00:59:11.224 --> 00:59:12.043
and access.

00:59:12.204 --> 00:59:14.184
They understand they're at the one yard

00:59:14.204 --> 00:59:15.065
line of making money.

00:59:15.936 --> 00:59:17.597
But that golden mile,

00:59:17.637 --> 00:59:19.278
as they used to call it in delivery,

00:59:19.438 --> 00:59:20.739
that last step,

00:59:22.061 --> 00:59:23.663
you can't buy or fake that.

00:59:23.702 --> 00:59:24.344
You can try.

00:59:24.603 --> 00:59:25.184
You can try.

00:59:25.264 --> 00:59:26.826
We just talked about a company that tried

00:59:26.865 --> 00:59:27.306
to do it,

00:59:27.365 --> 00:59:28.786
and there's something wrong with that.

00:59:29.487 --> 00:59:30.128
All right.

00:59:30.148 --> 00:59:31.090
We'll talk about this some more.

00:59:31.110 --> 00:59:32.090
It needs a cool name, though.

00:59:33.612 --> 00:59:34.552
I do like Launchpad.

00:59:34.572 --> 00:59:36.393
That feels like there's some height to it.

00:59:36.414 --> 00:59:37.114
All right.

00:59:37.135 --> 00:59:38.715
We'll be back on Thursday.

00:59:38.735 --> 00:59:39.317
We'll see you guys soon.

00:59:41.688 --> 00:59:41.909
That's it.

00:59:41.929 --> 00:59:42.148
We're out.

00:59:42.168 --> 00:59:43.650
Boys, what the hell are you doing?

00:59:43.710 --> 00:59:46.530
Follow Tony Meritato on YouTube at Total

00:59:46.570 --> 00:59:47.612
Therapy Solution.

00:59:47.652 --> 00:59:48.652
Find Dave Kittle at

00:59:48.672 --> 00:59:51.853
conciergepainrelief.com and on YouTube at

00:59:51.893 --> 00:59:53.054
The Dave Kittle Show.

00:59:53.394 --> 00:59:56.516
And follow Jimmy McKay at PT Podcasts on

00:59:56.556 --> 00:59:57.697
YouTube, the socials,

00:59:57.797 --> 00:59:59.577
and wherever you binge podcasts you

00:59:59.597 --> 01:00:01.259
pretend are for CEUs.

01:00:01.559 --> 01:00:03.000
And hey, just a reminder,

01:00:03.481 --> 01:00:04.780
none of this was for advice.

01:00:04.860 --> 01:00:06.282
This was for entertainment only.

01:00:06.581 --> 01:00:08.023
Our lawyers say that counts.

01:00:08.063 --> 01:00:08.963
Thanks, Keith.