Stop Selling. Start Teaching Patients

WEBVTT

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There we go.

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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 Meritato,

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Dave Kittle, and Jimmy McKay.

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I think it's the scream at the end

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there that makes it the best there.

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Good morning, PT Breakfast Club.

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Still one Tony down.

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But he'll be back later on.

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I promise.

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The only morning show here today where

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physical therapists gather twice a week to

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talk about the business of helping move

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humans more and occasionally question

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every marketing decision we've ever made.

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I'm Jimmy McKay.

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That's Dave Kittle.

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Quietly building Manhattan cash practice

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one visit at a time today.

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Let's start off with a little confidence

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and say it as Kevin Hart would say,

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say it with your chest.

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You got to mean it.

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Essentially,

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you drop something in the chat that your

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new PT, Andrew Wolfhammer,

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I know it's not that,

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but that does sound like if you were

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on the Game of Thrones,

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Wolfhammer would be great.

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He's already selling care packages.

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Tony asked why this new person was doing

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so...

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better different something something isn't

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a not something's a an anomaly we ask

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why the answer isn't credentials maybe it

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wasn't even experience or technique you

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think the answer is what dave why is

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this person doing something differently

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yes also as a hook

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why am I currently eating raw eggs and

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how you can leverage what maybe influenced

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me with your content for your physical

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therapy business.

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That is another topic for later today.

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In terms of the treatment packages, yeah,

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Andrew has,

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so Thursday in two days will be his

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sixtieth day.

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We've never had a therapist sell this many

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treatment packages in sixty days.

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He's doing exceptional work.

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uh he transitioned from doing home visits

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medicare part b home visits in new york

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city in manhattan uh for the past four

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years the two previous years was

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outpatient orthopedics also in manhattan

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so first two years out of school brick

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and mortar clinic practice ortho busy

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clinic all that he didn't like that so

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he left wanted to do the home visits

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spent the next six years doing home visits

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in manhattan itself i think that

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is one of the main parts in terms

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of his confidence and experience in just

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going to people's homes,

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talking with different folks,

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having that whole one-on-one interaction,

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as opposed to some of my previous

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therapists,

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including the more recent one that had

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exited, that was not from here,

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not from the U.S.

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originally.

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English was their second language,

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and coming into Manhattan, I think,

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is kind of...

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probably if you're,

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if you're coming from anywhere, I mean,

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if you're coming from Jersey or PA or

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anywhere, I mean,

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I have friends from all over who were

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like, I've come to New York.

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They're like,

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I don't know what's going on.

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Yeah.

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It's different.

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It's a different beast.

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Gravity is different in New York too.

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Yeah.

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Yeah.

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Yeah.

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So, I mean, we can,

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we can riff it.

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We can riff and go into it.

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But I also like,

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there's some things that like this

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therapist had already had in terms of

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confidence experience and,

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And then I think I had a way

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better planned and executed onboarding

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approach for this new therapist.

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Although like,

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and we did a lot more sales role

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play in the last sixty days where we

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do it in person or we do it

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on a zoom call and we go through,

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you know, scripts and we, we, we,

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we take turns, like he's the fake patient,

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I'm the therapist and then I'm the patient

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and he's the therapist.

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And we basically know we see on the

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screen or we have in front of us,

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like,

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what's the, I want to think about it.

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Uh, it's a lot of money.

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I want to use my insurance.

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I don't have money.

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I got to speak to my spouse.

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I got to sleep on it.

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That's out of my budget.

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All the,

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all the things that we hear in,

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in cash practices.

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So he's got so many reps in the

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last with that.

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Like we,

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we basically are training our therapist to

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like,

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you have to expect that people are going

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to be surprised.

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Although I'm trying to improve the whole

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process where like

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if Jimmy's my new patient,

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I want you to know what the cost

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approximately will be if you want to move

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forward and decide with us.

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But we always say like,

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either the first visit we've tested,

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either the first visit is complimentary or

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the first visit is paid, doesn't matter.

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But either way, it's like, just try this,

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just do this one visit.

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Don't even think about like past that

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because you can't even make an informed

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decision or a financial decision about

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fixing your chronic low back pain that

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might

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take ten,

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fifteen visits unless you experience the

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value first, if that makes sense.

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Sure.

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Because just the term physical therapy

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doesn't say a whole lot.

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How are you supposed to know what that

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means?

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Because it could mean so many different

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things to so many different people.

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It does.

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Right, right.

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Yeah,

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so I put that I put that in

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the chat for you guys,

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a screenshot of our text message.

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Because he had sold a thirty six hundred

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dollar package yesterday and I was super

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pumped.

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And like those those are the things that

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like I can't always put even on my

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stories anymore because I have like

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prospective patients looking at our

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stories.

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Wouldn't that help?

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Because wouldn't that be like sort of

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doing what you just said,

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sort of seeding what that what you should

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expect?

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You're raising the floor, essentially.

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I mean, maybe I should.

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I mean,

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if you if you were a prospective patient

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of.

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the place nearby.

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You have a friend that has a practice

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nearby.

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But if they were posting that their

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therapist... It's not a turn-off?

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It's not bad taste?

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I don't know.

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I don't know if it's a turn-off,

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but I don't know if it...

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Does it move the narrative forward?

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Because you want to talk about the

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outcome, not the cost.

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I have no problem talking about the cost

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when you ask me about it or when

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I look for it.

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Yeah, so I agree with you.

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I don't know if that's the thing.

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I think sharing is someone just...

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like car dealers are good at that.

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Like they're like, Hey, look at,

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they have like a sign at their dealership,

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new owner.

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And then it's like Karen and Carl are

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outside next to their new minivan.

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They're like,

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or like real estate is good about that.

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I have a good anonymous story that we're

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like,

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I think would be better to describe this

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story, which is we have a client.

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They're super busy.

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They're a little bit older,

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but they're active.

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had a knee replacement,

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had in-home physical therapy in Manhattan.

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He didn't want to badmouth the company.

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I don't want to badmouth this other

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company.

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I don't know this other company,

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but long story short,

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he was getting home visits and they were

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covered through either his commercial

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insurance or Medicare Part B or whatever.

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Well, that's his self-pay,

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but this client uses insurance and had two

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PTs from this covered practice to do home

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physical therapy after his knee

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replacement.

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They did zero manual therapy after a knee

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replacement.

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A knee replacement that was stiff,

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that needed mobilization and all that.

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What's that?

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Unstiffing, needed some movement.

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Typically.

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I mean,

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any outpatient PT that's watching or

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listening,

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they're typically going to do some manual

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therapy for anyone after knee replacement.

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This home practice did zero manual

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therapy.

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So he splits time between New York and

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Florida.

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He went to Florida.

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He found what sounded like a similar

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therapist to us, like hands-on,

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comprehensive, all that.

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I spoke to the therapist.

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He was like minus thirty degrees away from

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full extension.

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So he was lacking significant extension,

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pain with walking, pain with everything.

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That therapist in Florida did a whole

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bunch of manual therapy five days in a

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row only because this client is so busy.

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but in those five days he felt so

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much better and looser and all that so

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then this client goes from florida comes

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back to new york city is not going

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to continue with the other physical

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therapy place even though it was covered

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because they just did they're just like

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hey all right do this exercise do this

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do that you know bend it straighten it

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bend it whatever lift it with it just

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bend it and then move it so he

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felt what hands-on care or different care

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felt like in florida he comes back to

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new york city he finds us on the

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google machine

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and my therapist goes yesterday and i

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already told him all this because we do

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a comprehensive intake of what you liked

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what you didn't like it you know what

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do you think helped what didn't help

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whatever at your previous experiences and

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obviously that was his main part of

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hands-on care my therapist does one visit

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with him and sells a package for thirty

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six hundred dollars which comes out to

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like three hundred dollars a visit uh paid

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up front which is juicy um but the

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the thing is is

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We're providing what he's looking for and

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in the next twelve visits or eight or

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ten or whatever we do,

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like it's going to be completely focused

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on loosening up that knee,

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getting him walking and moving better.

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But at the end of the very first

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visit yesterday,

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he was already saying how much looser and

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better he felt and confident and hopeful

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and all that.

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And so those are the things that we

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need to highlight with future videos and

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content and all that,

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as opposed to a screenshot of like my

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therapist saying, hey,

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I just sold a package.

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Oh, great.

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Or do you start a shell company that

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provides crappy care?

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That is a great setup for your real

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company.

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Do you know what I mean?

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There are enough of these companies

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already.

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You're like, you have a crappy restaurant.

00:09:50.822 --> 00:09:54.003
It's like no seats and the food's bad

00:09:54.043 --> 00:09:54.602
or whatever.

00:09:54.682 --> 00:09:55.582
And the next floor, you're like,

00:09:55.903 --> 00:09:57.624
we have some openings.

00:09:57.663 --> 00:09:58.943
We're really good, but we're expensive.

00:09:58.964 --> 00:10:00.065
And you're like, at this point,

00:10:00.125 --> 00:10:01.044
I'll take anything.

00:10:02.184 --> 00:10:03.806
So what you're saying is there's

00:10:03.865 --> 00:10:05.745
confidence, repetition,

00:10:06.927 --> 00:10:10.067
doing the thing over and over again makes

00:10:10.107 --> 00:10:11.368
you a better person at doing the thing.

00:10:13.563 --> 00:10:14.104
And that's good.

00:10:15.104 --> 00:10:16.365
And, and sounds like he likes it.

00:10:16.585 --> 00:10:18.024
Like you can't make someone who like is

00:10:18.085 --> 00:10:19.264
sort of into it, into it.

00:10:19.465 --> 00:10:20.325
That's not how that works.

00:10:21.546 --> 00:10:21.745
Right.

00:10:21.905 --> 00:10:23.625
I can't, I've said this before.

00:10:23.745 --> 00:10:25.186
This was somebody, a boss taught me.

00:10:25.626 --> 00:10:26.606
You can't teach, give a shit.

00:10:26.826 --> 00:10:27.366
If you give a shit,

00:10:27.407 --> 00:10:27.986
I can make you better.

00:10:28.746 --> 00:10:28.966
Right.

00:10:29.267 --> 00:10:31.148
But if you don't like, I'll take,

00:10:31.227 --> 00:10:31.988
I'll take, what is it?

00:10:32.008 --> 00:10:32.587
I'll take the,

00:10:34.028 --> 00:10:36.028
I'll take the C plus skill with a

00:10:36.068 --> 00:10:38.349
plus effort rather than the A plus skill

00:10:38.428 --> 00:10:39.269
with the C plus effort.

00:10:39.309 --> 00:10:40.610
I can't do anything with C plus effort.

00:10:41.070 --> 00:10:41.429
We can't.

00:10:43.344 --> 00:10:44.804
So this is good.

00:10:45.284 --> 00:10:47.105
And I definitely have had in the past

00:10:47.506 --> 00:10:48.027
two years,

00:10:48.086 --> 00:10:49.447
I have definitely had therapists that are

00:10:50.008 --> 00:10:52.669
on a spectrum of how much they give,

00:10:53.750 --> 00:10:55.390
how much effort or how much they care.

00:10:56.871 --> 00:10:58.113
And my current therapist, Andrew,

00:10:58.133 --> 00:11:00.433
is stellar.

00:11:00.673 --> 00:11:01.654
I mean, just amazing.

00:11:02.654 --> 00:11:03.535
What's your long-term move?

00:11:03.576 --> 00:11:05.116
Do you try to create more?

00:11:05.537 --> 00:11:06.778
How do you use Andrew to create more

00:11:06.817 --> 00:11:07.138
Andrews?

00:11:09.211 --> 00:11:11.754
uh well i mean his second or third

00:11:11.794 --> 00:11:14.697
week he had already offered to inter and

00:11:14.716 --> 00:11:16.619
he did he introduced us to a therapist

00:11:16.639 --> 00:11:18.520
from his previous company that he thought

00:11:18.541 --> 00:11:20.322
would be a good fit that's the answer

00:11:21.123 --> 00:11:22.904
that well that's so that's one thing but

00:11:22.965 --> 00:11:24.767
he literally this is the thing when you

00:11:24.807 --> 00:11:25.548
find a players

00:11:26.474 --> 00:11:28.895
They do those things without even me

00:11:28.995 --> 00:11:30.037
asking.

00:11:30.116 --> 00:11:31.238
It's normal to them.

00:11:31.337 --> 00:11:32.639
And A players want to be around other

00:11:32.720 --> 00:11:33.059
A players.

00:11:33.100 --> 00:11:34.802
So he's like this other therapist I really

00:11:34.841 --> 00:11:35.042
liked.

00:11:35.142 --> 00:11:36.523
I did some co-treating with them doing

00:11:36.562 --> 00:11:38.565
home visits and they were really on point

00:11:38.725 --> 00:11:41.748
and prompt and reliable and all that.

00:11:41.908 --> 00:11:42.649
Like, you know, hey,

00:11:42.668 --> 00:11:44.190
if we're going to co-treat it tomorrow at

00:11:44.230 --> 00:11:44.629
ten a.m.,

00:11:44.649 --> 00:11:47.092
like that other therapist is actually

00:11:47.133 --> 00:11:49.615
there and shows up on time and cares

00:11:49.695 --> 00:11:50.495
and all that.

00:11:51.020 --> 00:11:52.642
This is why a phrase called is game

00:11:52.662 --> 00:11:53.523
recognizes game.

00:11:53.682 --> 00:11:55.104
Like this is why that's a thing.

00:11:55.163 --> 00:11:55.703
It's like, you're like,

00:11:56.004 --> 00:11:56.845
why do I want to,

00:11:58.306 --> 00:12:01.548
I did a video about this last week

00:12:01.707 --> 00:12:03.328
when I did a series of videos about

00:12:03.369 --> 00:12:04.769
like how to flip healthcare recruiting

00:12:04.830 --> 00:12:06.490
upside down and like spoiler alert,

00:12:06.571 --> 00:12:08.192
the answer was not spend more on ads

00:12:08.491 --> 00:12:09.633
or create content about it.

00:12:09.673 --> 00:12:12.073
It was change the actual setup or how

00:12:12.094 --> 00:12:12.934
you're explaining your job.

00:12:14.028 --> 00:12:15.288
It's like if you're a hustler,

00:12:15.307 --> 00:12:16.609
you don't want to be around other people

00:12:16.649 --> 00:12:18.089
who are dragging ass because then you're

00:12:18.109 --> 00:12:19.590
like, why is this acceptable?

00:12:19.889 --> 00:12:22.029
The first people to leave or to stop

00:12:22.710 --> 00:12:24.870
trying or showing up are the A players

00:12:24.890 --> 00:12:26.051
because they're like,

00:12:26.071 --> 00:12:28.491
you're allowing that B minus to happen?

00:12:29.432 --> 00:12:30.611
Well, then I'm not going to get...

00:12:30.772 --> 00:12:32.013
Why is that acceptable?

00:12:32.253 --> 00:12:34.153
And when the canary in the coal mine

00:12:34.173 --> 00:12:35.793
starts to drop dead in the cage,

00:12:36.153 --> 00:12:37.114
that's when you should start to get

00:12:37.173 --> 00:12:38.495
nervous.

00:12:38.595 --> 00:12:39.615
A players don't accept that.

00:12:39.634 --> 00:12:40.034
They shouldn't.

00:12:41.154 --> 00:12:41.375
Right.

00:12:41.894 --> 00:12:42.576
Right.

00:12:42.596 --> 00:12:43.296
So how else?

00:12:43.416 --> 00:12:43.635
I mean...

00:12:46.176 --> 00:12:47.697
we're continuing to,

00:12:48.697 --> 00:12:50.259
we're continuing to work on getting him

00:12:50.298 --> 00:12:51.559
busier and keeping him busier.

00:12:51.659 --> 00:12:53.041
And I think in the near,

00:12:53.100 --> 00:12:53.941
in the next month or so,

00:12:53.961 --> 00:12:56.062
like when more of our Upper East Side

00:12:56.082 --> 00:12:57.443
folks come back from Florida from

00:12:57.543 --> 00:12:59.565
snowboarding, we'll actually,

00:12:59.585 --> 00:13:00.645
there's a few in the Upper West Side

00:13:00.686 --> 00:13:00.946
as well,

00:13:00.985 --> 00:13:04.028
but there's a few more there that we

00:13:04.048 --> 00:13:05.208
can, that I probably,

00:13:05.349 --> 00:13:06.830
that I treated maybe in the last year

00:13:06.850 --> 00:13:09.032
or two that we'll try to get on

00:13:09.192 --> 00:13:09.831
Andrew's calendar.

00:13:09.871 --> 00:13:12.313
So the long and the short of it

00:13:12.333 --> 00:13:13.914
for someone like him is,

00:13:14.864 --> 00:13:19.086
to for me is to strive to provide

00:13:19.125 --> 00:13:21.005
golden handcuffs in a in a nice way

00:13:21.125 --> 00:13:23.748
meaning they he wants he wants to make

00:13:23.888 --> 00:13:25.727
a lot more money he wants to consistently

00:13:25.748 --> 00:13:28.828
make a lot more money and for multiple

00:13:28.850 --> 00:13:30.870
reasons like and like new york city is

00:13:30.909 --> 00:13:32.691
expensive and if you want to whatever like

00:13:32.730 --> 00:13:33.991
raise a family if you just want to

00:13:34.552 --> 00:13:36.653
progress in your career you want to have

00:13:36.712 --> 00:13:38.852
you know build some wealth or whatever

00:13:38.993 --> 00:13:40.573
like into your retirement all that type of

00:13:40.594 --> 00:13:42.575
stuff it takes money and so

00:13:43.763 --> 00:13:44.423
a lot of my therapists,

00:13:44.442 --> 00:13:45.524
like they're okay with that.

00:13:45.543 --> 00:13:46.303
They're comfortable with that,

00:13:46.323 --> 00:13:47.184
with speaking about it.

00:13:47.725 --> 00:13:51.687
And so my goal is I want him

00:13:51.706 --> 00:13:53.528
to be the highest paid staff,

00:13:53.548 --> 00:13:54.668
physical therapist in New York city.

00:13:55.448 --> 00:13:58.269
If that, if that, if that, if that's,

00:13:58.309 --> 00:14:00.230
if that happens, I don't think like,

00:14:00.250 --> 00:14:01.270
where else are you going to go?

00:14:01.331 --> 00:14:03.351
Like everywhere else would then be paying

00:14:03.371 --> 00:14:05.774
you less and having to treat more patients

00:14:06.673 --> 00:14:07.293
and more notes.

00:14:07.514 --> 00:14:09.294
So it's like, I want to,

00:14:09.434 --> 00:14:10.495
I want to continue to

00:14:11.576 --> 00:14:13.017
raise the bar for therapists like that

00:14:13.057 --> 00:14:14.658
it'll continue to attract other therapists

00:14:14.677 --> 00:14:17.659
like that uh will good morning will saying

00:14:17.740 --> 00:14:19.201
always love hearing the behind the scenes

00:14:19.701 --> 00:14:21.482
of dave's practice thanks for being so

00:14:21.543 --> 00:14:23.224
open dave will you're welcome thank you

00:14:23.264 --> 00:14:24.945
for coming live let me talk about these

00:14:24.965 --> 00:14:26.525
in the comments section i like you know

00:14:26.546 --> 00:14:28.147
what i mean i don't think that's enough

00:14:29.480 --> 00:14:31.399
Because people need to hear, I don't know.

00:14:31.681 --> 00:14:33.441
It sounds like sound bites if someone's

00:14:33.461 --> 00:14:34.600
just dropping comments.

00:14:34.640 --> 00:14:35.741
But when we talk about it,

00:14:35.782 --> 00:14:36.601
we go a little deeper.

00:14:36.642 --> 00:14:37.442
We say, why?

00:14:37.481 --> 00:14:38.261
Or how did you do that?

00:14:38.341 --> 00:14:39.461
Or did it really work like that?

00:14:39.501 --> 00:14:40.302
Or what was the order?

00:14:40.883 --> 00:14:41.763
It's just a little bit deeper.

00:14:42.082 --> 00:14:43.202
Well, we'll get into that in a second.

00:14:43.562 --> 00:14:44.124
He's asked me,

00:14:44.464 --> 00:14:45.364
and I have news for you too.

00:14:45.803 --> 00:14:47.784
This happened yesterday.

00:14:47.845 --> 00:14:48.365
I got something.

00:14:48.524 --> 00:14:49.345
But I wanted to make sure we were

00:14:49.365 --> 00:14:52.346
doing this before I moved on.

00:14:52.365 --> 00:14:53.686
So it sounds like if you...

00:14:54.086 --> 00:14:55.566
Why does Aaron Judge make so much money?

00:14:55.725 --> 00:14:57.547
It's because he brings in a lot of

00:14:57.606 --> 00:14:57.787
money.

00:14:59.787 --> 00:15:00.626
Do you know what I mean?

00:15:00.647 --> 00:15:01.327
He performs.

00:15:01.807 --> 00:15:01.988
Right.

00:15:02.067 --> 00:15:04.509
And he brings in eyes and money.

00:15:04.769 --> 00:15:08.370
Eyes, eyes, first, eyes, then money.

00:15:08.690 --> 00:15:09.311
That's how it works.

00:15:09.971 --> 00:15:13.511
Like, attention breeds money.

00:15:14.852 --> 00:15:15.393
And performance.

00:15:15.413 --> 00:15:16.972
Like, his performance brings the eyes.

00:15:17.714 --> 00:15:19.474
His milkshake brings all the boys to the

00:15:19.494 --> 00:15:21.294
yard.

00:15:21.434 --> 00:15:23.056
And not only does he hit for power

00:15:23.456 --> 00:15:25.316
and slugging and averaging, gets on base,

00:15:25.756 --> 00:15:26.596
but also yesterday...

00:15:28.171 --> 00:15:29.631
He's got the cannon from right field,

00:15:30.091 --> 00:15:32.013
and if you've got two out single and

00:15:32.033 --> 00:15:33.053
you think you're going to go first to

00:15:33.094 --> 00:15:33.354
third,

00:15:33.553 --> 00:15:34.615
he's going to throw you out at third.

00:15:34.715 --> 00:15:35.654
He's going to gun you out.

00:15:35.695 --> 00:15:37.696
So he can catch balls in the outfield.

00:15:38.155 --> 00:15:40.057
He does it all, and he's reliable.

00:15:40.378 --> 00:15:41.498
Those are the therapists we want.

00:15:41.998 --> 00:15:43.519
He can catch balls in the outfield because

00:15:43.578 --> 00:15:47.081
he is larger than the outfield.

00:15:47.120 --> 00:15:49.182
He can catch line drives over the fence.

00:15:49.822 --> 00:15:53.504
Tom Emanski is somewhere just smiling ear

00:15:53.524 --> 00:15:53.864
to ear.

00:15:53.923 --> 00:15:54.865
Remember Tom Emanski?

00:15:56.225 --> 00:15:58.167
The defensive in the nineties.

00:15:58.687 --> 00:16:00.448
Did you watch Aaron judge when he threw

00:16:00.469 --> 00:16:01.188
that guy out at third?

00:16:01.568 --> 00:16:02.950
He didn't even look panicked.

00:16:03.370 --> 00:16:04.731
He did everything in order.

00:16:05.011 --> 00:16:05.812
He didn't rush.

00:16:06.152 --> 00:16:06.513
He didn't.

00:16:06.753 --> 00:16:06.952
I mean,

00:16:07.393 --> 00:16:08.833
Aaron judge could throw the ball through a

00:16:08.874 --> 00:16:09.375
human being.

00:16:09.455 --> 00:16:10.195
I think at this point,

00:16:10.394 --> 00:16:10.995
he didn't do that.

00:16:11.096 --> 00:16:12.275
He threw a lot,

00:16:12.716 --> 00:16:14.337
a dart on a line and hit the

00:16:14.378 --> 00:16:16.078
guy in the chest three steps before the

00:16:16.339 --> 00:16:17.980
poor guy got to third base.

00:16:18.179 --> 00:16:19.041
But yeah, he did everything right.

00:16:19.500 --> 00:16:21.081
You do that over and over again.

00:16:21.422 --> 00:16:21.842
You have money.

00:16:22.912 --> 00:16:26.513
But figure out what statistics actually

00:16:27.072 --> 00:16:28.072
get people to pay attention.

00:16:28.312 --> 00:16:29.193
Showing up on time,

00:16:29.433 --> 00:16:30.573
being able to sell something,

00:16:30.894 --> 00:16:31.653
being consistent.

00:16:32.594 --> 00:16:34.215
Letters after your name are not it.

00:16:34.414 --> 00:16:36.174
Imagine Aaron Judge kept going to camps in

00:16:36.195 --> 00:16:37.596
the offseason, had lots of letters,

00:16:37.635 --> 00:16:38.076
and he was like,

00:16:38.515 --> 00:16:40.296
I should negotiate my contract because I

00:16:40.316 --> 00:16:40.755
have letters.

00:16:41.655 --> 00:16:42.576
Did it show up on the field?

00:16:42.736 --> 00:16:42.917
No.

00:16:43.636 --> 00:16:44.476
That's nice then.

00:16:45.017 --> 00:16:45.856
Pick different courses.

00:16:45.937 --> 00:16:46.538
I don't know what to tell you.

00:16:47.437 --> 00:16:48.278
I like this parallel.

00:16:48.378 --> 00:16:49.138
I didn't see this coming.

00:16:49.217 --> 00:16:50.078
But yes, Aaron Judge.

00:16:50.178 --> 00:16:51.899
This is on the fly.

00:16:53.052 --> 00:16:53.471
All right.

00:16:53.491 --> 00:16:54.852
The second thing I wanted to talk about

00:16:54.972 --> 00:16:57.073
was a graphic I'm going to put on

00:16:57.494 --> 00:16:58.394
screen right now,

00:16:58.413 --> 00:16:59.335
but I'll walk you through it.

00:16:59.455 --> 00:17:00.936
This caused a little ruckus.

00:17:00.975 --> 00:17:02.956
And it's funny to watch the different

00:17:03.017 --> 00:17:04.717
social platforms that I put the same

00:17:04.757 --> 00:17:07.117
graphic on cause different reactions.

00:17:08.058 --> 00:17:10.180
People on LinkedIn were pretty pro.

00:17:10.940 --> 00:17:12.721
People on Facebook were pretty pro,

00:17:12.740 --> 00:17:16.122
but then some people got crabby, I think.

00:17:16.241 --> 00:17:17.222
So this was the graphic.

00:17:19.021 --> 00:17:22.423
I took the nutrition label from food

00:17:22.463 --> 00:17:24.565
packaging, which is everywhere, right?

00:17:24.644 --> 00:17:27.365
Nutrition facts, serving size, calories,

00:17:28.146 --> 00:17:29.307
recommended daily allowances.

00:17:30.127 --> 00:17:31.509
And I played with it.

00:17:31.689 --> 00:17:32.189
And I was like,

00:17:32.628 --> 00:17:34.089
the premise was essentially,

00:17:35.111 --> 00:17:37.172
why do I go to an Indeed job

00:17:37.211 --> 00:17:37.652
posting?

00:17:38.471 --> 00:17:40.053
And it's like competitive salary.

00:17:40.432 --> 00:17:42.253
Would that ever fly with the Food and

00:17:42.294 --> 00:17:44.315
Drug Administration for how much sugar is

00:17:44.355 --> 00:17:44.935
in a thing?

00:17:45.016 --> 00:17:45.135
No.

00:17:46.277 --> 00:17:47.837
But it's okay for you to put like

00:17:47.877 --> 00:17:50.179
competitive salary and be really,

00:17:50.259 --> 00:17:52.920
really vague and wishwashy about what the

00:17:52.960 --> 00:17:53.839
job's actually like.

00:17:54.700 --> 00:17:56.540
I got to give it to some recruiters

00:17:56.560 --> 00:17:58.521
who write job descriptions.

00:17:59.721 --> 00:18:03.523
Someone bought them a thesaurus.

00:18:03.544 --> 00:18:04.963
They get real artsy.

00:18:05.884 --> 00:18:07.625
Work with a dedicated team.

00:18:07.765 --> 00:18:09.226
I am literally, I have no notes.

00:18:09.266 --> 00:18:10.246
There's nothing on the screen.

00:18:10.586 --> 00:18:12.406
I am going from reading so many of

00:18:12.426 --> 00:18:12.686
these.

00:18:13.807 --> 00:18:14.948
Competitive pay.

00:18:18.410 --> 00:18:20.250
great environment but they don't say

00:18:20.291 --> 00:18:22.854
anything about the job and then people

00:18:22.874 --> 00:18:24.714
were pushing back and going is it all

00:18:24.755 --> 00:18:30.579
about the money um yeah not all about

00:18:30.599 --> 00:18:32.320
the money but i i need money to

00:18:32.361 --> 00:18:34.423
buy i i what i love about this

00:18:34.462 --> 00:18:35.763
dave is when someone says is it all

00:18:35.784 --> 00:18:37.625
about the money i go no most of

00:18:37.664 --> 00:18:39.346
it's about the food i need to eat

00:18:39.467 --> 00:18:42.169
and that costs money any questions now

00:18:43.078 --> 00:18:44.058
I like to think of it as like

00:18:44.219 --> 00:18:46.819
it's about half of it is about the

00:18:46.859 --> 00:18:48.440
money because the other half is like what

00:18:48.460 --> 00:18:49.421
you do to make the money,

00:18:49.461 --> 00:18:51.080
the job role and responsibility.

00:18:51.441 --> 00:18:51.861
Bingo.

00:18:52.121 --> 00:18:53.422
So anyway, I had some fun with it.

00:18:53.521 --> 00:18:55.741
I was like, hey, why isn't there just...

00:18:56.402 --> 00:18:57.482
And here's my point for this.

00:18:57.563 --> 00:18:59.022
I go, doesn't this just save...

00:19:00.103 --> 00:19:01.144
I'm not even going to ask you if

00:19:01.183 --> 00:19:03.243
you agree because you do this already.

00:19:03.443 --> 00:19:04.304
You don't do this,

00:19:04.664 --> 00:19:05.664
but I bet you would be like, oh,

00:19:05.684 --> 00:19:06.325
that's even easier.

00:19:06.404 --> 00:19:06.845
I'll do this.

00:19:07.484 --> 00:19:09.746
Doesn't this save time and money?

00:19:10.625 --> 00:19:14.548
Do you need seven recruiters being vague,

00:19:14.827 --> 00:19:17.368
getting a hundred people who kind of know

00:19:17.388 --> 00:19:18.269
what the job is?

00:19:18.648 --> 00:19:21.550
And if they want it to thirteen interviews

00:19:21.590 --> 00:19:24.612
to then have seven people be like that

00:19:24.652 --> 00:19:26.893
starting salary is twelve thousand dollars

00:19:26.932 --> 00:19:27.913
below what I'd even take.

00:19:28.012 --> 00:19:29.834
I would never have even bothered to double

00:19:29.874 --> 00:19:32.454
click my resume to send it to you.

00:19:32.535 --> 00:19:33.256
Had I known that,

00:19:33.476 --> 00:19:35.076
why can't you be more transparent?

00:19:35.436 --> 00:19:37.798
People on LinkedIn, super supportive.

00:19:37.817 --> 00:19:38.238
We're going to say.

00:19:39.156 --> 00:19:40.377
let me answer that.

00:19:41.318 --> 00:19:43.320
If there must be these bigger,

00:19:43.401 --> 00:19:46.383
like medium to larger companies that they

00:19:46.462 --> 00:19:48.884
might model it out behind the scenes that

00:19:49.465 --> 00:19:52.127
they're not, you don't like point shaving.

00:19:52.288 --> 00:19:52.969
They're, they're like,

00:19:53.009 --> 00:19:54.829
they're like shaving off of how much they

00:19:54.849 --> 00:19:55.790
would actually be offering.

00:19:55.810 --> 00:19:56.612
Oh, I get it.

00:19:56.652 --> 00:19:59.213
So that might be how they would justify

00:19:59.253 --> 00:20:01.635
having seven or ten or twelve recruiters

00:20:01.695 --> 00:20:03.196
because you have to pay those recruiters

00:20:03.237 --> 00:20:04.959
like a salary as well.

00:20:04.999 --> 00:20:07.200
So if they, if it's a,

00:20:07.280 --> 00:20:07.641
if it's a,

00:20:08.200 --> 00:20:08.619
I don't know,

00:20:08.640 --> 00:20:10.540
a practice that has ten or more locations.

00:20:10.580 --> 00:20:12.321
And if you're in network respectfully and

00:20:12.382 --> 00:20:13.342
you take all insurances,

00:20:15.063 --> 00:20:17.804
I've heard therapists say this.

00:20:17.864 --> 00:20:19.743
Other therapists have said that this is

00:20:19.784 --> 00:20:21.625
how these bigger companies run.

00:20:22.525 --> 00:20:22.986
Basically,

00:20:23.605 --> 00:20:26.926
they focus on typically hiring new grads

00:20:26.967 --> 00:20:28.307
because they either don't know any better,

00:20:28.327 --> 00:20:29.167
they don't negotiate,

00:20:29.208 --> 00:20:31.489
they're in low position of negotiation.

00:20:32.605 --> 00:20:35.948
And these medium to larger companies know

00:20:35.989 --> 00:20:37.930
that every single year there's a new crop,

00:20:37.970 --> 00:20:38.390
new crop,

00:20:38.450 --> 00:20:41.152
new crop being that's graduating and they

00:20:41.251 --> 00:20:43.314
all need jobs and they will basically

00:20:43.453 --> 00:20:45.454
they'll find some of them in that crop

00:20:45.595 --> 00:20:46.655
to fill these open roles.

00:20:47.135 --> 00:20:48.876
And then they'll keep some of these staff

00:20:48.896 --> 00:20:50.818
therapists for as long as they kind of

00:20:51.419 --> 00:20:53.721
want to stay or they they get priced

00:20:53.780 --> 00:20:55.902
out or they they don't tolerate it

00:20:55.961 --> 00:20:56.281
anymore.

00:20:56.301 --> 00:20:58.263
They don't want to treat volume.

00:20:59.227 --> 00:21:02.388
or be in these busy clinics or get

00:21:02.549 --> 00:21:05.912
held back with capped compensation.

00:21:06.511 --> 00:21:08.413
So every single year,

00:21:08.554 --> 00:21:10.214
these companies are like, hey,

00:21:10.234 --> 00:21:11.455
we got these recruiters and you're going

00:21:11.476 --> 00:21:13.136
to be at every whatever health fair and

00:21:13.196 --> 00:21:15.459
the student conclave and all this stuff so

00:21:15.519 --> 00:21:17.220
they can get in front of more therapists.

00:21:17.840 --> 00:21:19.662
And obviously it works for them.

00:21:20.202 --> 00:21:21.584
Obviously they have spreadsheets around

00:21:21.624 --> 00:21:21.844
this.

00:21:22.584 --> 00:21:24.826
And obviously they know that there's X

00:21:24.846 --> 00:21:25.886
amount of therapists every year that are

00:21:25.906 --> 00:21:27.288
going to accept

00:21:28.064 --> 00:21:29.665
No one low salaries.

00:21:30.226 --> 00:21:30.746
Nobody.

00:21:31.027 --> 00:21:32.607
I said, unless I am an idiot,

00:21:32.627 --> 00:21:33.469
like explain to me my,

00:21:33.509 --> 00:21:35.109
with this wouldn't help both sides.

00:21:35.550 --> 00:21:37.853
And no one could do that on Facebook.

00:21:38.432 --> 00:21:39.213
If I were, I just, I, I,

00:21:40.355 --> 00:21:42.396
I just, that, that this is why it,

00:21:42.416 --> 00:21:43.718
Oh yeah.

00:21:43.817 --> 00:21:45.338
If you have ten or more locations,

00:21:45.920 --> 00:21:47.280
you don't want to make it public.

00:21:47.873 --> 00:21:49.614
because you're already making more money

00:21:49.653 --> 00:21:51.694
by offering more therapists and some

00:21:51.714 --> 00:21:54.336
therapists that accept sixty five seventy

00:21:54.395 --> 00:21:57.077
seventy five seventy eight K whatever.

00:21:57.117 --> 00:21:58.258
So every time they accept that,

00:21:58.298 --> 00:21:59.378
it's lower than the one that's on the

00:21:59.398 --> 00:21:59.638
screen.

00:21:59.659 --> 00:22:01.220
That's this hypothetical eighty two

00:22:01.240 --> 00:22:02.119
thousand dollar salary.

00:22:02.619 --> 00:22:04.820
So every time that gets accepted behind

00:22:04.861 --> 00:22:07.061
the scenes without a graphic like this,

00:22:07.102 --> 00:22:10.483
without a company advertising a public

00:22:10.864 --> 00:22:12.805
salary instead of like even like a range.

00:22:13.305 --> 00:22:14.165
And if it's a new grad,

00:22:14.185 --> 00:22:15.807
they're going to be at the dead bottom

00:22:15.826 --> 00:22:16.446
of that range.

00:22:16.866 --> 00:22:17.086
Right.

00:22:17.126 --> 00:22:20.789
So they the medium to larger clinics,

00:22:21.190 --> 00:22:23.411
they benefit from this whole ambiguity of

00:22:23.431 --> 00:22:24.251
this whole situation.

00:22:24.731 --> 00:22:26.794
Somebody brought up that there is now law

00:22:26.854 --> 00:22:29.836
in several states that if you share a

00:22:29.895 --> 00:22:32.257
job that can be performed in that state.

00:22:33.258 --> 00:22:33.538
So, like,

00:22:33.577 --> 00:22:35.558
let's say it can be performed remotely.

00:22:35.980 --> 00:22:40.462
You have to you have to share the

00:22:40.482 --> 00:22:40.843
salary.

00:22:41.063 --> 00:22:42.384
It has to be written out like like

00:22:42.483 --> 00:22:43.223
airline prices.

00:22:44.025 --> 00:22:46.164
And it's just very confusing to me.

00:22:46.806 --> 00:22:48.226
If the bottom,

00:22:48.445 --> 00:22:50.645
bottomest line was going to turn someone

00:22:50.766 --> 00:22:51.866
off and be like, oh, I can't,

00:22:51.926 --> 00:22:52.886
I just can't do that.

00:22:52.906 --> 00:22:53.047
Like,

00:22:53.086 --> 00:22:54.126
I will not be able to pay for

00:22:54.186 --> 00:22:55.606
food or rent.

00:22:56.106 --> 00:22:57.667
Why you wouldn't just weed that person out

00:22:57.688 --> 00:22:58.208
immediately?

00:22:58.607 --> 00:22:58.768
Like,

00:22:59.147 --> 00:23:01.628
I'd rather do five really good potential

00:23:01.669 --> 00:23:04.148
interview calls than fifteen and feel

00:23:04.169 --> 00:23:05.288
like, but I guess you're right.

00:23:05.368 --> 00:23:06.390
I guess it's like, well,

00:23:06.509 --> 00:23:08.569
I might be able to talk someone from

00:23:08.589 --> 00:23:10.369
the middle of the bell curve who's pretty

00:23:10.430 --> 00:23:12.431
okay into taking this.

00:23:13.290 --> 00:23:14.051
And there's this guy,

00:23:14.112 --> 00:23:16.972
Joel Legree on LinkedIn.

00:23:16.992 --> 00:23:17.733
He's like a recruiter.

00:23:18.193 --> 00:23:19.055
That's his big thing.

00:23:20.194 --> 00:23:24.417
And he goes through these talks where he's

00:23:24.458 --> 00:23:25.699
like, oh, to the client,

00:23:26.239 --> 00:23:28.779
the budget was a hundred and twenty,

00:23:28.920 --> 00:23:30.560
but I talked him into a hundred grand.

00:23:31.662 --> 00:23:32.303
Isn't that great?

00:23:32.643 --> 00:23:33.903
I saved you twenty grand.

00:23:35.023 --> 00:23:36.724
You got me a shittier candidate or you

00:23:36.744 --> 00:23:38.625
got me a great candidate who needed the

00:23:38.665 --> 00:23:39.586
job and took it.

00:23:40.963 --> 00:23:43.645
But they deserved a hundred and twenties,

00:23:43.786 --> 00:23:45.267
but you saved them twenty grand for the

00:23:45.307 --> 00:23:45.626
company.

00:23:45.968 --> 00:23:48.509
The person should leave in twelve months.

00:23:48.710 --> 00:23:51.632
And this is a great business to be

00:23:51.652 --> 00:23:52.472
in if you're a recruiter.

00:23:54.433 --> 00:23:55.835
Because you're just like, I'm a,

00:23:56.776 --> 00:23:59.877
I don't know, like a used car salesman.

00:24:00.218 --> 00:24:02.039
Even car salesmen start with a price.

00:24:03.340 --> 00:24:04.682
A lot of these jobs are like competitive

00:24:04.701 --> 00:24:05.001
salary.

00:24:07.210 --> 00:24:08.369
competitive with what if it's so

00:24:08.410 --> 00:24:09.671
competitive put it on the screen let it

00:24:09.711 --> 00:24:12.991
compete at least give me a range because

00:24:13.031 --> 00:24:14.731
if the range ain't ranging i'm not sure

00:24:14.771 --> 00:24:17.192
i'm not there's no i i feel like

00:24:17.232 --> 00:24:20.314
on linkedin or definitely indeed like i

00:24:20.354 --> 00:24:22.075
think it's been a little better in the

00:24:22.095 --> 00:24:23.375
past couple years without at least giving

00:24:23.394 --> 00:24:25.875
a range no i'll do some i'll do

00:24:25.915 --> 00:24:27.215
some deep dives because maybe i'm wrong i

00:24:27.256 --> 00:24:28.596
think it's better but i still don't think

00:24:28.616 --> 00:24:31.438
it's good because it was pretty awful

00:24:31.458 --> 00:24:32.057
there for a while

00:24:33.294 --> 00:24:34.035
all over the place.

00:24:34.715 --> 00:24:35.276
We don't need it.

00:24:35.316 --> 00:24:36.396
We don't want then,

00:24:36.497 --> 00:24:37.939
then some CEOs come back and they go,

00:24:37.959 --> 00:24:38.378
well, Jimmy,

00:24:39.039 --> 00:24:40.181
everything's more than the salary.

00:24:40.622 --> 00:24:41.461
And I'm like, what do you mean?

00:24:41.481 --> 00:24:42.663
It was like, there's benefits.

00:24:42.683 --> 00:24:43.545
And we're, I said, great,

00:24:44.085 --> 00:24:46.928
put it on a label.

00:24:46.988 --> 00:24:47.848
If you're saying it's more than the

00:24:47.888 --> 00:24:50.832
salary, I'm saying, put it on the label.

00:24:51.172 --> 00:24:51.692
I actually, I,

00:24:51.952 --> 00:24:53.974
I chuckled with this because down at the

00:24:54.015 --> 00:24:55.135
professional nutrients,

00:24:55.195 --> 00:24:56.597
the first one that says mentorship,

00:24:57.192 --> 00:24:59.193
And it says low.

00:24:59.213 --> 00:25:02.096
I laugh because obviously,

00:25:02.215 --> 00:25:03.856
I'm trying to we're trying to do,

00:25:04.576 --> 00:25:04.876
you know,

00:25:05.277 --> 00:25:07.739
significantly high mentorship and coaching

00:25:08.038 --> 00:25:10.299
and training and onboarding and all that.

00:25:10.339 --> 00:25:11.580
But I laughed at that.

00:25:11.621 --> 00:25:12.121
It's pretty funny.

00:25:13.017 --> 00:25:13.317
Yeah.

00:25:13.356 --> 00:25:15.377
CEU allowance, a thousand clinical growth.

00:25:15.857 --> 00:25:16.258
Even better,

00:25:16.317 --> 00:25:17.698
even better respect from insurance

00:25:17.718 --> 00:25:18.198
companies.

00:25:18.917 --> 00:25:21.199
Trace them out.

00:25:21.898 --> 00:25:22.979
I generate this graphic.

00:25:23.078 --> 00:25:24.038
I just uploaded to a,

00:25:24.159 --> 00:25:26.519
I uploaded three job applications that

00:25:26.559 --> 00:25:27.799
were real in PT.

00:25:27.819 --> 00:25:28.700
And then I was like,

00:25:28.960 --> 00:25:31.681
create it from that.

00:25:31.701 --> 00:25:32.560
And guess the salary.

00:25:32.601 --> 00:25:34.281
Cause none of the three had the actual

00:25:34.321 --> 00:25:35.201
salary or the range.

00:25:35.382 --> 00:25:36.122
Wow.

00:25:36.301 --> 00:25:37.082
That's hilarious.

00:25:37.362 --> 00:25:38.402
Competitive though, Dave.

00:25:38.422 --> 00:25:39.022
It's competitive.

00:25:39.522 --> 00:25:39.942
What is this?

00:25:40.063 --> 00:25:40.663
Thunderdome.

00:25:42.021 --> 00:25:43.123
Are we in Gladiator now?

00:25:43.222 --> 00:25:44.103
We're in Gladiator now.

00:25:44.443 --> 00:25:44.763
I don't know.

00:25:45.624 --> 00:25:46.345
I think there should be.

00:25:46.365 --> 00:25:48.586
So anyway, on LinkedIn, everyone was like,

00:25:48.986 --> 00:25:50.106
hell yeah, bro.

00:25:50.606 --> 00:25:52.028
On Facebook, I got a lot of...

00:25:52.647 --> 00:25:53.729
Someone said to me,

00:25:54.048 --> 00:25:55.970
I won't even call them out because it's

00:25:56.009 --> 00:25:57.451
a good person.

00:25:57.471 --> 00:25:58.230
Because they were like,

00:26:00.011 --> 00:26:01.673
I'll get the exact quote.

00:26:02.173 --> 00:26:03.233
I'll give you the one I remember.

00:26:03.253 --> 00:26:05.115
Then we'll see exactly how close I was.

00:26:05.674 --> 00:26:06.015
They're like,

00:26:06.655 --> 00:26:08.497
is the person asking this question a

00:26:08.537 --> 00:26:09.116
business owner?

00:26:09.136 --> 00:26:09.696
Because if not,

00:26:09.777 --> 00:26:10.837
I don't value your opinion.

00:26:15.144 --> 00:26:15.384
All right.

00:26:15.404 --> 00:26:15.644
All right.

00:26:17.405 --> 00:26:19.007
But the person asking this has filled out

00:26:19.027 --> 00:26:19.846
a job application.

00:26:19.906 --> 00:26:22.489
So we're I'm fifty percent of this little

00:26:22.689 --> 00:26:23.549
dance we're doing.

00:26:23.750 --> 00:26:24.990
Right.

00:26:25.050 --> 00:26:25.171
Right.

00:26:25.191 --> 00:26:25.310
Right.

00:26:25.330 --> 00:26:25.451
Right.

00:26:25.471 --> 00:26:27.531
The market that you're trying to get to

00:26:27.571 --> 00:26:29.593
pay attention to your job application

00:26:30.074 --> 00:26:32.075
maybe isn't because you're being shady.

00:26:33.635 --> 00:26:34.336
Right.

00:26:34.355 --> 00:26:36.017
That's like saying I'm really open and

00:26:36.076 --> 00:26:36.478
honest.

00:26:36.778 --> 00:26:37.978
And then someone asked me a question and

00:26:38.018 --> 00:26:38.818
I go book a call.

00:26:40.913 --> 00:26:41.833
It's competitive salary.

00:26:41.933 --> 00:26:42.273
What is it?

00:26:43.394 --> 00:26:45.214
Upload your resume and spend twenty seven

00:26:45.234 --> 00:26:48.336
minutes writing out this thing first.

00:26:48.356 --> 00:26:49.656
That's what car salesmen do.

00:26:50.417 --> 00:26:52.038
They say your presence is your power.

00:26:52.098 --> 00:26:53.138
Come into the dealership.

00:26:53.159 --> 00:26:54.160
I'm going to grind you down.

00:26:54.559 --> 00:27:00.143
We know exactly how car salesmen work.

00:27:00.163 --> 00:27:01.222
The recruits are the same thing.

00:27:02.544 --> 00:27:02.723
Well,

00:27:02.784 --> 00:27:05.204
if you want to find great suckers who

00:27:05.305 --> 00:27:06.066
buy used cars,

00:27:06.105 --> 00:27:07.987
then keep doing what used car salesmen do.

00:27:08.047 --> 00:27:09.326
If you want to find clinicians who are

00:27:09.346 --> 00:27:10.327
like, I know my worth.

00:27:11.172 --> 00:27:11.932
But I guess that's the thing.

00:27:12.313 --> 00:27:14.212
Maybe I'm answering my own question.

00:27:14.993 --> 00:27:16.273
They want to shop from the middle of

00:27:16.294 --> 00:27:16.994
the bell curve,

00:27:17.154 --> 00:27:18.295
so they'll do middle of the bell curve

00:27:18.315 --> 00:27:18.536
things.

00:27:18.895 --> 00:27:20.997
You want to draft first-round draft picks,

00:27:21.336 --> 00:27:21.957
you act differently.

00:27:23.117 --> 00:27:23.538
I don't know.

00:27:23.877 --> 00:27:24.678
No, a hundred percent.

00:27:25.098 --> 00:27:25.598
A hundred percent.

00:27:25.878 --> 00:27:27.579
We talk about insurance.

00:27:27.680 --> 00:27:29.441
It's not paying more for a therapist that

00:27:29.480 --> 00:27:30.901
has twenty-five years of experience.

00:27:30.941 --> 00:27:32.622
It's paying the exact same thing per unit

00:27:32.642 --> 00:27:36.223
per visit that a new grad charges through

00:27:36.243 --> 00:27:37.505
their billable units or whatever.

00:27:37.704 --> 00:27:40.286
So they don't have to

00:27:41.049 --> 00:27:42.030
do the golden handcuffs.

00:27:42.191 --> 00:27:45.273
I have a whole different business model.

00:27:46.253 --> 00:27:47.694
And even you got to think of the

00:27:47.734 --> 00:27:49.876
whole patient experience, right?

00:27:50.498 --> 00:27:51.959
If someone's paying a twenty dollar copay

00:27:52.019 --> 00:27:53.839
or if it's they're going to outpatient PT

00:27:54.300 --> 00:27:57.303
or even mobile Medicare Part B covering

00:27:57.343 --> 00:27:57.903
eighty percent,

00:27:57.923 --> 00:27:59.125
they have a supplemental that's covering

00:27:59.144 --> 00:28:00.566
the other twenty percent and they're

00:28:00.586 --> 00:28:01.747
getting free physical therapy,

00:28:01.767 --> 00:28:03.067
whether it's conveniently in their home

00:28:03.667 --> 00:28:06.190
through Medicare or at a brick and mortar

00:28:06.210 --> 00:28:06.770
office nearby.

00:28:07.922 --> 00:28:10.644
And I don't care what anyone says watching

00:28:10.664 --> 00:28:11.125
or listening.

00:28:12.567 --> 00:28:14.648
The people that even my parents that go

00:28:14.670 --> 00:28:16.872
through Medicare Part B for physical

00:28:16.912 --> 00:28:18.032
therapy or other services.

00:28:19.515 --> 00:28:19.815
Of course,

00:28:19.835 --> 00:28:21.957
they want respect and they want a semi

00:28:21.997 --> 00:28:23.118
fairly good experience,

00:28:23.138 --> 00:28:27.343
but they don't typically fully care about

00:28:28.403 --> 00:28:29.685
the experience and.

00:28:31.016 --> 00:28:32.416
the, they care,

00:28:32.436 --> 00:28:34.298
but there's less expectations.

00:28:34.459 --> 00:28:35.179
Let me just say it like that.

00:28:35.339 --> 00:28:37.221
There's less expectations as opposed to

00:28:37.260 --> 00:28:40.303
someone who is paying a package, three,

00:28:41.223 --> 00:28:42.164
thirty six hundred dollars.

00:28:43.105 --> 00:28:44.046
Someone who's paying two,

00:28:44.126 --> 00:28:45.708
three something hundred dollars per visit

00:28:45.748 --> 00:28:46.808
somewhere across the country.

00:28:47.489 --> 00:28:50.070
That person has way higher expectations of

00:28:51.612 --> 00:28:52.133
their experience.

00:28:52.313 --> 00:28:54.174
They're expecting to feel incrementally

00:28:54.214 --> 00:28:56.856
better almost every single visit and have,

00:28:57.057 --> 00:28:57.257
you know,

00:28:57.297 --> 00:28:58.278
things sent to them or

00:28:59.545 --> 00:29:00.986
have all their questions answered.

00:29:01.165 --> 00:29:02.166
And it's a little bit more,

00:29:02.528 --> 00:29:04.548
a little bit more comprehensive because

00:29:04.990 --> 00:29:06.750
there's more dollars in the mix as opposed

00:29:06.790 --> 00:29:10.953
to the traditional model, which is it's,

00:29:11.315 --> 00:29:11.535
you know,

00:29:11.555 --> 00:29:13.957
you take my insurance and whatever service

00:29:13.977 --> 00:29:15.178
we provide for you, like that's it.

00:29:15.198 --> 00:29:16.159
It's kind of like take it or leave

00:29:16.199 --> 00:29:16.259
it.

00:29:17.642 --> 00:29:18.702
I agree.

00:29:18.762 --> 00:29:19.323
All right.

00:29:19.343 --> 00:29:20.544
So I'll keep working on that.

00:29:21.104 --> 00:29:23.125
We'll never see this.

00:29:24.006 --> 00:29:26.067
So this wasn't me saying everybody should

00:29:26.106 --> 00:29:27.327
do this because I'm smart enough to know

00:29:27.347 --> 00:29:28.128
that everybody won't.

00:29:28.568 --> 00:29:30.769
But I think the first organization,

00:29:31.050 --> 00:29:33.531
the first large organization that doesn't

00:29:33.771 --> 00:29:37.454
have to do this, that does, wins.

00:29:37.474 --> 00:29:38.695
Because they become the no bullshit

00:29:38.715 --> 00:29:39.195
guarantee.

00:29:39.215 --> 00:29:40.576
They're like, there it is.

00:29:40.616 --> 00:29:41.237
There's the sticker.

00:29:41.317 --> 00:29:41.897
That's what it is.

00:29:42.877 --> 00:29:43.979
I don't know if I told you this.

00:29:45.119 --> 00:29:46.681
We used to have to hire weekend radio

00:29:46.721 --> 00:29:47.121
DJs.

00:29:49.795 --> 00:29:51.696
Finding someone who's good on the air,

00:29:51.916 --> 00:29:55.259
just from listeners, is not easy.

00:29:55.278 --> 00:29:55.920
You know what I mean?

00:29:55.960 --> 00:29:56.619
Like, oh, I'm good.

00:29:56.640 --> 00:29:57.201
And you put it in front of a

00:29:57.221 --> 00:29:57.520
microphone.

00:29:57.580 --> 00:30:00.103
And then I've got to work with that

00:30:00.123 --> 00:30:00.442
person.

00:30:00.703 --> 00:30:01.703
And I'm not getting a lot out of

00:30:01.723 --> 00:30:01.763
it.

00:30:01.784 --> 00:30:03.445
I'm just getting five hours of airtime

00:30:03.465 --> 00:30:03.705
filled.

00:30:04.125 --> 00:30:05.207
So we ran a contest.

00:30:05.646 --> 00:30:06.288
Centerfold ad.

00:30:06.307 --> 00:30:07.028
Did I ever tell you this?

00:30:07.528 --> 00:30:09.931
Centerfold ad in the weekly newsletter.

00:30:09.951 --> 00:30:10.490
Full color.

00:30:11.112 --> 00:30:11.892
And the ad was...

00:30:12.873 --> 00:30:16.056
the worst job description ever you will

00:30:16.096 --> 00:30:17.957
make state minimum wage you will work

00:30:18.057 --> 00:30:20.419
nights weekends and holidays you will you

00:30:20.439 --> 00:30:22.080
will be last in line for free concert

00:30:22.121 --> 00:30:26.964
tickets or cds you uh just we painted

00:30:26.984 --> 00:30:28.665
the worst picture ever we painted the real

00:30:28.705 --> 00:30:30.508
picture of what a weekend radio dj was

00:30:30.688 --> 00:30:32.368
i wanted all like if a thousand people

00:30:32.409 --> 00:30:34.250
wanted that job i wanted to weed them

00:30:34.290 --> 00:30:35.852
out with the words and first and whatever

00:30:35.932 --> 00:30:38.114
seven people were left i'm like it's fight

00:30:38.134 --> 00:30:40.055
club time you really want it great

00:30:40.935 --> 00:30:42.777
and we did a contest where they had

00:30:42.817 --> 00:30:44.117
then had to record themselves reading a

00:30:44.178 --> 00:30:45.578
script it was funny it was like mad

00:30:45.618 --> 00:30:46.919
libs and then we brought them on the

00:30:46.979 --> 00:30:48.519
air for an hour i made a contest

00:30:48.900 --> 00:30:52.461
out of hiring the lowest paid person i

00:30:52.501 --> 00:30:55.284
needed give a i was like yes i

00:30:55.304 --> 00:30:56.625
don't care how bad that sounds that's

00:30:56.644 --> 00:30:58.125
still perfect for me because the upside

00:30:58.506 --> 00:31:01.727
now flip that no wait did your ad

00:31:01.767 --> 00:31:04.929
have anything that was cool or unique or

00:31:04.969 --> 00:31:06.150
different like you get to be

00:31:06.681 --> 00:31:08.123
You get to be on our radio station

00:31:08.403 --> 00:31:08.724
today.

00:31:08.744 --> 00:31:10.166
Yeah, this is us.

00:31:10.426 --> 00:31:11.650
You want to hang out with us?

00:31:11.890 --> 00:31:12.590
You start here.

00:31:12.770 --> 00:31:13.712
This is where we all started.

00:31:14.153 --> 00:31:14.554
Let's go.

00:31:16.416 --> 00:31:17.837
I was looking for a beginner with no

00:31:17.897 --> 00:31:18.398
experience.

00:31:18.419 --> 00:31:19.980
And I'm like, you start here.

00:31:20.019 --> 00:31:21.582
But I was very open.

00:31:21.682 --> 00:31:22.603
If I had run an ad,

00:31:22.623 --> 00:31:22.982
it was like,

00:31:23.022 --> 00:31:24.163
do you want to be a broadcaster?

00:31:24.203 --> 00:31:25.444
I would have got a million applications.

00:31:25.865 --> 00:31:27.626
By the way, it's nine fifty an hour.

00:31:28.327 --> 00:31:30.829
And I would have wasted how many hours

00:31:30.869 --> 00:31:31.671
would I have just wasted?

00:31:31.711 --> 00:31:33.271
Like trying to convince someone to take

00:31:33.311 --> 00:31:33.792
that job.

00:31:34.173 --> 00:31:36.174
That job was hard and thankless.

00:31:36.515 --> 00:31:37.695
I needed to find someone who understood

00:31:37.736 --> 00:31:37.816
it.

00:31:38.257 --> 00:31:39.518
I led with transparency,

00:31:39.798 --> 00:31:41.819
but I made the weakness a strength.

00:31:42.039 --> 00:31:42.279
Good.

00:31:42.901 --> 00:31:45.086
So I got, you know, fifty applicants.

00:31:45.527 --> 00:31:46.608
I brought ten on the air.

00:31:46.669 --> 00:31:47.490
I wound up hiring four.

00:31:49.036 --> 00:31:50.297
I was just about to ask how it

00:31:50.317 --> 00:31:52.858
performed, so it sounded like it worked.

00:31:52.878 --> 00:31:55.200
It became a recurring thing.

00:31:55.280 --> 00:31:56.240
Parents would call me,

00:31:56.381 --> 00:31:57.781
like my kids at Penn State for

00:31:57.801 --> 00:31:58.502
broadcasting,

00:31:58.583 --> 00:32:00.344
when are you doing that contest again?

00:32:02.045 --> 00:32:04.027
Now they're asking me for the contest?

00:32:04.686 --> 00:32:05.688
Awesome.

00:32:05.768 --> 00:32:08.049
Will was asking about GTMO,

00:32:08.069 --> 00:32:08.809
Get the Message Out,

00:32:08.950 --> 00:32:10.852
which is a name for an agency.

00:32:11.152 --> 00:32:12.472
The agency is me.

00:32:12.952 --> 00:32:15.375
I got my second client yesterday.

00:32:16.056 --> 00:32:17.436
I won't say who it is.

00:32:18.410 --> 00:32:20.432
But you and I and Tony were discussing

00:32:20.452 --> 00:32:22.035
this or I asked you a question like

00:32:22.055 --> 00:32:24.317
how much ChatGPT is saying to do this.

00:32:24.577 --> 00:32:25.419
It feels high.

00:32:25.839 --> 00:32:26.200
I did this.

00:32:26.760 --> 00:32:30.746
I sent the price and literally the next

00:32:30.786 --> 00:32:32.167
question was, when can we meet?

00:32:32.248 --> 00:32:33.009
And I was like, awesome.

00:32:34.183 --> 00:32:34.324
Now,

00:32:34.604 --> 00:32:35.544
what do you think I'm going to do

00:32:35.565 --> 00:32:36.144
for this person?

00:32:36.505 --> 00:32:37.704
Overperform.

00:32:37.765 --> 00:32:38.125
Of course.

00:32:38.204 --> 00:32:39.806
He brought a number that I did not

00:32:40.145 --> 00:32:40.465
feel.

00:32:40.645 --> 00:32:41.846
Tony, if he's listening now,

00:32:42.767 --> 00:32:45.087
I did not put the word fair into

00:32:45.627 --> 00:32:49.308
my negotiation tactics with AI.

00:32:49.368 --> 00:32:51.089
I said, what is this worth?

00:32:51.190 --> 00:32:53.009
And it told me an insane number that

00:32:53.171 --> 00:32:54.270
I didn't feel comfortable with.

00:32:54.471 --> 00:32:54.810
Yeah, yeah.

00:32:54.871 --> 00:32:55.810
So I remember that.

00:32:56.051 --> 00:32:56.832
You don't have to say it.

00:32:56.852 --> 00:32:57.571
You don't have to say it here.

00:32:57.612 --> 00:32:58.972
But that number range,

00:32:58.992 --> 00:33:01.173
was it in that chat ABT number range?

00:33:01.472 --> 00:33:01.712
Yes.

00:33:02.294 --> 00:33:03.134
The bottom of the range.

00:33:03.762 --> 00:33:04.923
I was going to ask,

00:33:04.943 --> 00:33:08.145
was it in the competitive part of that

00:33:08.185 --> 00:33:08.326
range?

00:33:08.506 --> 00:33:09.926
I didn't feel confident in putting...

00:33:09.946 --> 00:33:10.688
So that's what I'm saying.

00:33:10.928 --> 00:33:12.628
Someone's like, charge more.

00:33:12.709 --> 00:33:14.170
You have to feel like it's worth that.

00:33:14.430 --> 00:33:15.770
I didn't feel like it was worth that.

00:33:16.912 --> 00:33:18.732
The thing is, same thing with us,

00:33:18.853 --> 00:33:19.973
like we talked about earlier in the show

00:33:19.993 --> 00:33:20.794
with selling packages.

00:33:21.954 --> 00:33:23.875
You just need more reps of...

00:33:24.176 --> 00:33:24.777
And of course,

00:33:24.836 --> 00:33:26.298
this is going to deliver value and you're

00:33:26.317 --> 00:33:27.699
going to overperform for this owner,

00:33:27.858 --> 00:33:28.980
all that normal stuff.

00:33:29.359 --> 00:33:30.681
And that's just how you are.

00:33:30.701 --> 00:33:32.001
And of course, you're going to do that.

00:33:33.393 --> 00:33:35.373
then you're going to get more confidence

00:33:35.492 --> 00:33:37.874
in sending that number or saying that

00:33:37.913 --> 00:33:38.753
number on a zoom call.

00:33:38.773 --> 00:33:39.733
And then it's going to be,

00:33:40.694 --> 00:33:41.755
then it's going to be a higher number

00:33:41.914 --> 00:33:42.315
over time.

00:33:42.335 --> 00:33:42.515
Yeah.

00:33:42.555 --> 00:33:45.276
Like Craig said, uh, I thought,

00:33:45.296 --> 00:33:46.715
I thought that was a Grant Cardone thing

00:33:46.776 --> 00:33:48.375
at a zero, like make a plan,

00:33:49.016 --> 00:33:50.656
make a plan, make a plan, mail it,

00:33:50.696 --> 00:33:51.777
let's add a zero to it.

00:33:52.317 --> 00:33:54.458
Jamie Brindle is like a coach of

00:33:54.538 --> 00:33:55.198
freelancers.

00:33:55.298 --> 00:33:56.498
And he says,

00:33:56.597 --> 00:33:58.739
he asked this idea where he says the

00:33:58.798 --> 00:34:00.679
price should be where

00:34:02.884 --> 00:34:06.305
you can subcontract out all the work and

00:34:06.464 --> 00:34:07.986
still live on the margin.

00:34:08.226 --> 00:34:09.586
So what he's saying is if you were

00:34:09.606 --> 00:34:12.307
a carpenter and someone wants to renovate

00:34:12.327 --> 00:34:13.007
the bathroom,

00:34:13.907 --> 00:34:17.369
you price that job at a rate where

00:34:17.409 --> 00:34:18.369
you could then hire...

00:34:18.469 --> 00:34:20.070
You could sit there in a director's chair

00:34:20.791 --> 00:34:22.012
and just sit there like this and you

00:34:22.092 --> 00:34:23.472
hire the plumber, the electrician,

00:34:23.492 --> 00:34:24.672
the contractor, the painter,

00:34:25.132 --> 00:34:26.172
and then your job,

00:34:26.333 --> 00:34:27.474
you live on the margin.

00:34:27.634 --> 00:34:28.014
And I'm like,

00:34:29.195 --> 00:34:30.775
that's, I don't know if I'm there yet,

00:34:30.856 --> 00:34:32.297
but that's a great goal.

00:34:32.358 --> 00:34:32.538
Like,

00:34:32.597 --> 00:34:34.619
but here's what I need reps and proof.

00:34:34.858 --> 00:34:36.760
And this person I'm going to over deliver

00:34:36.800 --> 00:34:37.621
for that.

00:34:37.661 --> 00:34:38.641
Whatever I charge them,

00:34:38.943 --> 00:34:42.105
they are going to be like, it's not,

00:34:42.164 --> 00:34:42.846
it's worth more.

00:34:43.045 --> 00:34:43.465
Great.

00:34:43.826 --> 00:34:45.487
And we'll raise the rate in a year

00:34:45.608 --> 00:34:47.268
after I've proved myself a dozen times

00:34:47.369 --> 00:34:47.608
over.

00:34:48.030 --> 00:34:49.710
But my job is I'm doing the things

00:34:49.751 --> 00:34:52.552
I like, which is creating video, audio,

00:34:52.592 --> 00:34:54.614
words, pictures, attention.

00:34:54.795 --> 00:34:55.615
I'm generating attention.

00:34:55.635 --> 00:34:56.315
I'm going to attention.

00:34:56.356 --> 00:34:57.637
And did that, uh,

00:34:59.045 --> 00:35:00.405
contract or agreement get signed yet?

00:35:00.947 --> 00:35:02.568
Yeah.

00:35:02.588 --> 00:35:03.548
Did you put,

00:35:03.568 --> 00:35:06.251
did you put in an automatic renewal at

00:35:06.291 --> 00:35:08.132
a higher rate for the next year if

00:35:08.152 --> 00:35:09.693
there's, if they're satisfied?

00:35:10.074 --> 00:35:11.416
But it terminates it at a year.

00:35:11.576 --> 00:35:12.597
So then we had some new agreement.

00:35:15.181 --> 00:35:15.420
Okay.

00:35:16.181 --> 00:35:17.041
I could have done that.

00:35:17.141 --> 00:35:18.302
I'm just saying it could be whatever,

00:35:18.342 --> 00:35:21.724
ten percent more upon renewal if the

00:35:21.925 --> 00:35:22.206
owner,

00:35:22.246 --> 00:35:23.706
the practice owner decides to renew for

00:35:23.746 --> 00:35:24.367
the second year.

00:35:24.686 --> 00:35:26.489
So it's like a built-in automatic pay

00:35:26.509 --> 00:35:26.648
bump.

00:35:26.668 --> 00:35:27.769
You don't even have to negotiate it.

00:35:27.849 --> 00:35:28.769
And if they want to end it the

00:35:28.809 --> 00:35:30.891
first year, they just don't renew it.

00:35:31.192 --> 00:35:35.414
But then there's no negotiation unless you

00:35:35.715 --> 00:35:36.715
didn't want to have it in there because

00:35:36.755 --> 00:35:38.938
then if it overperforms, you could say,

00:35:38.978 --> 00:35:40.478
hey, it's twenty percent more or whatever.

00:35:41.385 --> 00:35:43.346
Now, I will... So Will is asking,

00:35:43.385 --> 00:35:45.827
so with the good, what's the bad?

00:35:46.306 --> 00:35:48.969
So I had this no risk idea for

00:35:49.048 --> 00:35:50.889
APTA state chapters and academies.

00:35:51.590 --> 00:35:53.110
And I'll tell you about the idea in

00:35:53.170 --> 00:35:53.530
a second.

00:35:53.710 --> 00:35:54.530
It's pretty simple.

00:35:55.791 --> 00:35:56.431
I had seven,

00:35:56.652 --> 00:35:58.932
sixteen or seventeen conversations with

00:35:59.052 --> 00:36:00.253
state chapters and academies.

00:36:00.414 --> 00:36:00.773
Lots of...

00:36:00.833 --> 00:36:01.974
I went to a lot of board meetings,

00:36:02.135 --> 00:36:03.215
answered a lot of questions.

00:36:03.735 --> 00:36:04.695
I've had no yeses.

00:36:05.782 --> 00:36:06.382
No, one yes.

00:36:06.443 --> 00:36:07.523
Sorry, one yes.

00:36:07.844 --> 00:36:08.164
One yes,

00:36:08.184 --> 00:36:09.666
but nothing came of it because they just,

00:36:10.387 --> 00:36:10.547
well,

00:36:10.567 --> 00:36:12.469
we'll meet in three months with the board.

00:36:12.509 --> 00:36:13.469
So one yes.

00:36:15.452 --> 00:36:16.072
They said yes,

00:36:16.092 --> 00:36:18.476
but there's too many people to decide on

00:36:19.056 --> 00:36:19.135
it.

00:36:19.175 --> 00:36:20.538
We'll count them as a maybe.

00:36:21.818 --> 00:36:23.260
But no yeses, no nos.

00:36:23.481 --> 00:36:23.900
Everyone's like,

00:36:23.940 --> 00:36:25.163
this feels like a good idea.

00:36:26.929 --> 00:36:27.969
But that's committees.

00:36:27.989 --> 00:36:29.048
That's why I told you to not sell

00:36:29.068 --> 00:36:29.869
to this population.

00:36:30.130 --> 00:36:30.309
Now,

00:36:30.429 --> 00:36:32.230
the only reason I still think going to

00:36:32.289 --> 00:36:34.670
APTA state chapters and academies is they

00:36:34.731 --> 00:36:37.070
move slowly to hire you.

00:36:37.731 --> 00:36:38.570
But if you perform,

00:36:38.650 --> 00:36:39.652
they just never get rid of you.

00:36:39.791 --> 00:36:40.911
Because as long as you do what you

00:36:40.952 --> 00:36:41.751
promise, they're like,

00:36:41.811 --> 00:36:42.851
why would we get rid of the guy

00:36:43.152 --> 00:36:45.313
who's paying for himself and bringing us

00:36:45.432 --> 00:36:45.652
money?

00:36:46.213 --> 00:36:47.393
Nobody else on their staff.

00:36:47.932 --> 00:36:49.034
And I love staffs.

00:36:49.373 --> 00:36:50.454
Nobody else on your staff.

00:36:50.634 --> 00:36:52.554
Most of them, ninety seven percent,

00:36:52.873 --> 00:36:53.934
are not making you money.

00:36:55.074 --> 00:36:55.255
None.

00:36:56.474 --> 00:36:57.094
Audit that.

00:36:58.054 --> 00:36:59.295
Who's making you money?

00:36:59.534 --> 00:37:01.715
There's a very small percentage of APTs.

00:37:02.554 --> 00:37:03.356
How many rainmakers?

00:37:03.376 --> 00:37:04.496
How many rainmakers you got?

00:37:04.556 --> 00:37:05.456
Not even rainmakers.

00:37:05.496 --> 00:37:07.297
Like people, you know, what's...

00:37:08.177 --> 00:37:08.896
Ring and register.

00:37:09.137 --> 00:37:09.896
Ring and register.

00:37:10.856 --> 00:37:11.958
They spend money.

00:37:11.978 --> 00:37:12.697
They cost money.

00:37:12.777 --> 00:37:13.438
And that's understood.

00:37:13.458 --> 00:37:14.277
They do a job.

00:37:14.438 --> 00:37:16.978
But none of them, I can't say none,

00:37:17.278 --> 00:37:18.518
very, very little,

00:37:18.579 --> 00:37:20.980
like one percent have staff that make you

00:37:21.019 --> 00:37:21.260
money.

00:37:21.980 --> 00:37:24.760
So now I'll say the idea again.

00:37:25.579 --> 00:37:27.460
If you're a State Academy or chapter,

00:37:28.201 --> 00:37:28.940
you're like, oh man,

00:37:28.960 --> 00:37:30.661
we need like to be places.

00:37:30.740 --> 00:37:31.581
Where are we?

00:37:31.641 --> 00:37:32.262
How come we're not?

00:37:33.181 --> 00:37:34.561
Your members think you're not doing

00:37:34.601 --> 00:37:35.922
anything or they don't feel engaged

00:37:35.961 --> 00:37:37.302
because you're not giving them anything to

00:37:37.362 --> 00:37:37.983
engage with.

00:37:38.023 --> 00:37:39.262
And I'm pointing at a cell phone here.

00:37:39.682 --> 00:37:41.423
Videos, words, pictures, sounds.

00:37:42.463 --> 00:37:43.503
But you can't afford me.

00:37:43.623 --> 00:37:45.244
I'm not in the budget to put me

00:37:45.284 --> 00:37:45.724
on the staff.

00:37:45.844 --> 00:37:46.925
So I said, hey,

00:37:47.085 --> 00:37:47.684
here's what I'm going to do.

00:37:48.184 --> 00:37:50.106
I'll tell you how much it costs to

00:37:50.146 --> 00:37:52.585
hire me and my little staff of freelancers

00:37:52.606 --> 00:37:53.226
that work behind me.

00:37:53.447 --> 00:37:54.226
It's two grand a month.

00:37:55.085 --> 00:37:57.467
And I'll produce these ten things every

00:37:57.507 --> 00:37:59.228
month that will lead to engagement,

00:37:59.268 --> 00:38:00.409
that will keep your members from leaving,

00:38:00.851 --> 00:38:03.672
and it will bring you margin.

00:38:04.514 --> 00:38:06.655
And I will not start making the thing.

00:38:06.795 --> 00:38:07.695
We'll treat it like a movie.

00:38:07.775 --> 00:38:10.177
I won't start making the stuff until I

00:38:10.938 --> 00:38:12.780
have made phone calls for free on your

00:38:12.820 --> 00:38:15.541
behalf to secure sponsorship to pay me and

00:38:15.561 --> 00:38:16.163
make you margin.

00:38:18.092 --> 00:38:18.472
And I said,

00:38:18.552 --> 00:38:20.175
I have it in writing and it said

00:38:20.215 --> 00:38:20.295
it.

00:38:20.556 --> 00:38:21.597
Let's just get it out of the way.

00:38:21.637 --> 00:38:23.199
Here's the here's the contract.

00:38:23.579 --> 00:38:24.400
Send it to your lawyer now.

00:38:24.601 --> 00:38:26.684
I want to know quickly because I'm moving

00:38:26.764 --> 00:38:26.884
on.

00:38:27.264 --> 00:38:28.186
This is a good idea.

00:38:29.007 --> 00:38:30.228
This is the problem with these committees

00:38:30.268 --> 00:38:31.130
is that they don't do it.

00:38:31.291 --> 00:38:33.032
They don't do a quick yes or no.

00:38:33.434 --> 00:38:35.016
That's that's that's horrible.

00:38:35.403 --> 00:38:36.744
So I've been selling this since...

00:38:37.043 --> 00:38:38.125
You're in purgatory.

00:38:38.184 --> 00:38:39.344
You're in purgatory with all these

00:38:39.364 --> 00:38:39.724
committees.

00:38:39.744 --> 00:38:41.224
I'd rather... I got one no.

00:38:41.304 --> 00:38:43.126
I got one no from one state who

00:38:43.166 --> 00:38:44.646
was like, here's why.

00:38:44.706 --> 00:38:45.306
Now, here's why.

00:38:45.485 --> 00:38:47.007
If this was a good me going,

00:38:47.047 --> 00:38:49.246
you're not the right fit.

00:38:49.387 --> 00:38:52.387
We're nervous that you won't be able to

00:38:52.447 --> 00:38:55.268
hit the minimum.

00:38:55.789 --> 00:38:58.588
Okay, then you've risked nothing.

00:38:58.628 --> 00:39:00.769
But we still feel like then we're waiting

00:39:00.789 --> 00:39:01.269
to start.

00:39:02.565 --> 00:39:04.547
So you value what I'm bringing and you

00:39:04.567 --> 00:39:05.768
want to start immediately,

00:39:05.807 --> 00:39:07.228
but you're nervous that I won't hit the

00:39:07.268 --> 00:39:07.588
minimum.

00:39:07.869 --> 00:39:08.010
Well,

00:39:08.030 --> 00:39:09.690
then let's sign the contract and I can

00:39:09.731 --> 00:39:12.231
start making calls today and I'll hit that

00:39:12.271 --> 00:39:12.592
minimum.

00:39:13.092 --> 00:39:14.934
Because just like Bruce Willis in

00:39:14.974 --> 00:39:16.735
Armageddon, I've never missed a depth.

00:39:16.755 --> 00:39:17.215
I'll hit that.

00:39:17.235 --> 00:39:18.376
I'll hit it.

00:39:18.396 --> 00:39:19.436
Wait,

00:39:19.456 --> 00:39:22.219
so the role is you're doing calls for

00:39:22.898 --> 00:39:24.860
them to raise the money for donations or

00:39:24.880 --> 00:39:25.019
what?

00:39:25.320 --> 00:39:26.961
Yeah, I said I will go hunt.

00:39:28.007 --> 00:39:29.108
I will go eat what I kill.

00:39:29.168 --> 00:39:30.670
So let's say it's APTA New York.

00:39:31.251 --> 00:39:32.931
Hey, APTA New York,

00:39:32.972 --> 00:39:35.255
for me to create video podcasts and clips

00:39:35.275 --> 00:39:35.856
and all those things,

00:39:36.215 --> 00:39:37.097
it's two grand a month.

00:39:37.757 --> 00:39:40.039
Before I start making anything and set up

00:39:40.059 --> 00:39:41.461
your YouTube channel and your podcast,

00:39:42.041 --> 00:39:43.523
I'm going to call the ten largest

00:39:43.563 --> 00:39:45.525
employers in New York State that hire PTs.

00:39:45.565 --> 00:39:46.146
And I'm going to go, Hey,

00:39:47.387 --> 00:39:48.730
you guys need to hire PTs?

00:39:48.769 --> 00:39:48.909
Yeah.

00:39:50.208 --> 00:39:51.889
APTA New York now has a podcast,

00:39:52.050 --> 00:39:52.731
a YouTube channel,

00:39:52.831 --> 00:39:53.753
and all this social content.

00:39:53.793 --> 00:39:55.233
I'll put your logo on it and make

00:39:55.273 --> 00:39:56.815
sure that you have a pipeline of

00:39:57.097 --> 00:39:57.938
applicants coming to you.

00:39:58.217 --> 00:39:59.358
And they have line items.

00:39:59.400 --> 00:40:00.681
This is why I pick people who need

00:40:00.701 --> 00:40:02.804
to hire because they spend money like

00:40:02.844 --> 00:40:04.686
crazy because they need to fund the

00:40:05.507 --> 00:40:06.969
industrial hiring complex.

00:40:08.170 --> 00:40:09.532
So once I hit twenty four grand,

00:40:09.572 --> 00:40:10.172
I go, hey, everybody,

00:40:10.251 --> 00:40:11.313
I found the money to pay for me.

00:40:11.492 --> 00:40:12.494
I'll keep looking for money.

00:40:12.514 --> 00:40:13.034
But in the meantime,

00:40:13.054 --> 00:40:14.115
I'm going to start your podcast and your

00:40:14.135 --> 00:40:14.695
YouTube channel.

00:40:15.277 --> 00:40:16.898
Now I'll get to work promising what I

00:40:16.938 --> 00:40:19.260
just did to NYU or whoever.

00:40:19.820 --> 00:40:20.740
And everybody was like,

00:40:22.931 --> 00:40:23.670
Sounds good,

00:40:23.690 --> 00:40:24.652
but I don't think you can do it.

00:40:24.711 --> 00:40:26.132
And I go, well, if I can't,

00:40:26.211 --> 00:40:27.411
then I've just done a bunch of phone

00:40:27.431 --> 00:40:29.592
calls for free and I just didn't hit

00:40:29.612 --> 00:40:30.072
the mark.

00:40:30.552 --> 00:40:31.994
I'm willing to put my money where my

00:40:32.034 --> 00:40:32.454
mouth is.

00:40:32.853 --> 00:40:34.653
You're not willing to put my money where

00:40:34.693 --> 00:40:35.235
my mouth is.

00:40:35.514 --> 00:40:36.315
That's a you problem.

00:40:36.434 --> 00:40:37.414
I can't change you problems.

00:40:38.114 --> 00:40:39.396
So I had one chapter be like,

00:40:39.655 --> 00:40:40.396
we want this,

00:40:40.596 --> 00:40:41.815
but can we start with a pilot?

00:40:41.876 --> 00:40:42.376
And I go, sure.

00:40:42.476 --> 00:40:43.536
Well, will you pay me for the pilot?

00:40:44.813 --> 00:40:46.594
And they were like, oh,

00:40:46.815 --> 00:40:48.356
we were hoping it was the free pilot.

00:40:48.376 --> 00:40:49.637
And I was like, oh, all right.

00:40:49.657 --> 00:40:51.177
Well, then what I wanted to say was,

00:40:51.438 --> 00:40:51.518
well,

00:40:51.538 --> 00:40:53.800
then I got some snow in my driveway.

00:40:53.820 --> 00:40:54.760
Can you send someone over?

00:40:55.380 --> 00:40:56.422
Can you want to drop by and just

00:40:56.442 --> 00:40:57.702
do some work for me while I do

00:40:57.722 --> 00:40:58.503
some work for you?

00:40:58.563 --> 00:41:00.625
Or how's this work?

00:41:01.925 --> 00:41:02.427
But trust me,

00:41:02.646 --> 00:41:04.047
when a lot of people are emailing you

00:41:04.728 --> 00:41:05.909
proper business etiquette,

00:41:05.989 --> 00:41:07.530
they're thinking, yeah, yeah, yeah.

00:41:07.751 --> 00:41:07.931
No,

00:41:07.951 --> 00:41:09.371
I don't feel like working for free since

00:41:09.391 --> 00:41:10.373
you're not working for free.

00:41:11.092 --> 00:41:12.413
or what i should have done was recorded

00:41:12.432 --> 00:41:13.893
a bunch of stuff and just stamped a

00:41:13.934 --> 00:41:16.815
big watermark over the middle of it but

00:41:16.835 --> 00:41:18.795
i didn't do that i responded respectfully

00:41:18.815 --> 00:41:20.556
and was like i don't understand what this

00:41:20.596 --> 00:41:23.476
pilot will prove when people ask me for

00:41:23.536 --> 00:41:25.597
proof i go sure go to youtube type

00:41:25.657 --> 00:41:27.998
jimmy mckay that's the last decade of my

00:41:28.057 --> 00:41:29.538
life if you don't like that you will

00:41:29.577 --> 00:41:31.378
hate working with me if you don't love

00:41:31.398 --> 00:41:32.639
that you're gonna hate me

00:41:33.614 --> 00:41:34.155
But keep in mind,

00:41:34.876 --> 00:41:36.097
I wasn't going to host their shows.

00:41:36.117 --> 00:41:37.938
I was going to teach their people how

00:41:37.978 --> 00:41:39.518
to host.

00:41:41.019 --> 00:41:42.139
This is how you scale something.

00:41:42.440 --> 00:41:43.960
I don't want to host your thing from

00:41:44.001 --> 00:41:44.442
Montana.

00:41:44.461 --> 00:41:47.302
I want Montana people because that's real.

00:41:47.864 --> 00:41:49.105
And I was going to facilitate it.

00:41:49.925 --> 00:41:50.545
I also told them,

00:41:50.766 --> 00:41:52.246
you don't need me to create a YouTube

00:41:52.266 --> 00:41:53.166
channel or do any of these things.

00:41:53.186 --> 00:41:53.967
I'll give you the playbook.

00:41:54.887 --> 00:41:57.250
You're not going to run it.

00:41:57.269 --> 00:41:57.869
You're not going to do it.

00:41:58.503 --> 00:42:00.525
So for all these chapters,

00:42:00.724 --> 00:42:03.264
even the president or whatever of each

00:42:03.284 --> 00:42:05.005
chapter can't just make any of these

00:42:05.045 --> 00:42:06.385
decisions on their own.

00:42:06.626 --> 00:42:07.826
It has to be a committee vote.

00:42:08.206 --> 00:42:08.847
I think so, yeah.

00:42:09.086 --> 00:42:11.467
That's what I've seen.

00:42:11.567 --> 00:42:12.507
Or that's an objection, Dave,

00:42:12.547 --> 00:42:13.547
that I have not overcome.

00:42:15.867 --> 00:42:16.967
So we have a bunch that are in

00:42:16.987 --> 00:42:17.789
the pipeline going,

00:42:17.809 --> 00:42:18.628
we're thinking about it.

00:42:18.688 --> 00:42:19.588
And I'm like, all right,

00:42:19.628 --> 00:42:21.690
here's the thing that I wouldn't say,

00:42:21.889 --> 00:42:22.550
but is true.

00:42:23.409 --> 00:42:25.170
If I find success somewhere else doing

00:42:25.210 --> 00:42:26.291
what I've just, like yesterday,

00:42:26.311 --> 00:42:27.030
I signed a new client.

00:42:27.824 --> 00:42:29.326
I signed three or four more of those.

00:42:29.545 --> 00:42:30.947
I'm not available for your chapter

00:42:30.987 --> 00:42:31.306
anymore.

00:42:31.507 --> 00:42:32.228
I made you an offer.

00:42:32.387 --> 00:42:33.768
You didn't answer too late.

00:42:33.789 --> 00:42:34.268
Find someone else.

00:42:34.630 --> 00:42:36.331
Google it.

00:42:36.351 --> 00:42:36.771
Google it.

00:42:36.831 --> 00:42:38.012
Now your solution is Google it.

00:42:38.692 --> 00:42:40.693
These chapters are never going to come

00:42:40.713 --> 00:42:41.153
back to you.

00:42:41.173 --> 00:42:43.856
I know you're right.

00:42:43.876 --> 00:42:44.795
They're never going to be like all of

00:42:44.835 --> 00:42:45.016
a sudden.

00:42:45.096 --> 00:42:45.277
Oh,

00:42:45.597 --> 00:42:47.177
we see you're doing all this amazing new

00:42:47.217 --> 00:42:47.878
stuff too.

00:42:48.478 --> 00:42:50.679
And now we reconsidered and,

00:42:50.880 --> 00:42:53.342
and also we voted on it and we

00:42:53.362 --> 00:42:55.943
hope that your offer is still valid.

00:42:56.003 --> 00:42:56.304
And yeah,

00:42:57.264 --> 00:43:00.588
What I should have done and I will

00:43:00.628 --> 00:43:01.469
do going forward,

00:43:01.630 --> 00:43:03.010
I'm not making any new calls because if

00:43:03.030 --> 00:43:04.353
these fifteen aren't going to make a

00:43:04.373 --> 00:43:04.713
decision,

00:43:05.092 --> 00:43:08.677
I'm not kicking more doors because I went

00:43:08.697 --> 00:43:09.358
by population.

00:43:09.498 --> 00:43:11.420
I went from the largest fifteen down.

00:43:11.599 --> 00:43:13.202
So New York, California, Florida, Texas.

00:43:14.902 --> 00:43:16.204
What I should do is there should be

00:43:16.244 --> 00:43:17.065
an expiration date.

00:43:17.166 --> 00:43:18.467
After that date, the price goes up.

00:43:20.427 --> 00:43:21.007
I didn't do that.

00:43:21.108 --> 00:43:21.927
I should have done that.

00:43:21.947 --> 00:43:23.248
It still won't move them to make a

00:43:23.268 --> 00:43:24.329
committee vote on this.

00:43:24.610 --> 00:43:24.971
It won't.

00:43:25.471 --> 00:43:27.052
But at that point, if someone ever does,

00:43:27.393 --> 00:43:29.173
it's the price where I'm like,

00:43:29.193 --> 00:43:29.994
this is the price you should pay for

00:43:30.034 --> 00:43:30.315
waiting.

00:43:30.335 --> 00:43:31.135
All right.

00:43:31.155 --> 00:43:32.597
So now the client that just signed with

00:43:32.637 --> 00:43:34.358
you is a private practice owner the other

00:43:34.418 --> 00:43:35.039
day?

00:43:35.079 --> 00:43:35.958
Yeah, because they have money.

00:43:36.159 --> 00:43:36.940
I understand the value.

00:43:37.019 --> 00:43:39.442
Yeah, I understand this.

00:43:39.501 --> 00:43:41.664
And it's usually one decision maker unless

00:43:41.724 --> 00:43:43.746
it's owned by a few PTs, then it's...

00:43:44.554 --> 00:43:45.114
Two, three.

00:43:45.635 --> 00:43:49.458
And this is how they evaluated me.

00:43:49.637 --> 00:43:51.778
I interacted with this person fifteen

00:43:51.818 --> 00:43:55.222
times with no expectation of ever closing

00:43:55.262 --> 00:43:55.461
a deal.

00:43:55.641 --> 00:43:56.603
I was just, oh, cool.

00:43:56.623 --> 00:43:57.282
Let's do stuff together.

00:43:57.682 --> 00:43:58.463
And after a while, they were like,

00:43:59.505 --> 00:44:00.184
how do we get that?

00:44:00.224 --> 00:44:00.425
I'm like,

00:44:00.445 --> 00:44:01.666
you call me and you hire me.

00:44:02.586 --> 00:44:04.047
That's it.

00:44:04.088 --> 00:44:05.489
But you're right.

00:44:05.768 --> 00:44:07.429
You did some content with them,

00:44:07.590 --> 00:44:09.512
just regular episodes in the past.

00:44:09.972 --> 00:44:10.753
Yeah, yeah.

00:44:11.945 --> 00:44:12.768
Companies have hired me,

00:44:12.807 --> 00:44:14.690
like large multi-state practices have done

00:44:14.710 --> 00:44:15.192
that before.

00:44:15.952 --> 00:44:19.358
And they'll come in and hire me for

00:44:19.398 --> 00:44:21.302
like a short term, but not ongoing,

00:44:22.284 --> 00:44:22.885
which is fine.

00:44:23.144 --> 00:44:24.126
I don't think I wanted that.

00:44:24.347 --> 00:44:25.528
I think it's after a while,

00:44:27.096 --> 00:44:28.577
everything I put out has to go through

00:44:28.637 --> 00:44:30.500
so many filters that it's like mayonnaise

00:44:30.519 --> 00:44:31.260
flavored ice cream.

00:44:31.541 --> 00:44:32.481
And then they look at me going,

00:44:32.541 --> 00:44:33.762
how come this doesn't do as well as

00:44:33.802 --> 00:44:34.423
your stuff?

00:44:34.523 --> 00:44:34.903
And I'm like,

00:44:34.943 --> 00:44:38.327
because you sucked the fun out of it.

00:44:38.367 --> 00:44:39.889
The fun.

00:44:40.028 --> 00:44:41.530
Like, like, like what?

00:44:41.550 --> 00:44:42.891
Like how to go like through the legal

00:44:42.952 --> 00:44:43.313
or whatever.

00:44:44.213 --> 00:44:44.293
Oh,

00:44:45.726 --> 00:44:46.106
Yes.

00:44:46.266 --> 00:44:47.208
Or branding,

00:44:47.228 --> 00:44:48.628
which I have no problem making things look

00:44:48.728 --> 00:44:49.188
uniform.

00:44:49.309 --> 00:44:52.469
But even before that, where it's like,

00:44:53.170 --> 00:44:55.130
so let's use this to promote.

00:44:55.291 --> 00:44:56.992
And I was like,

00:44:57.291 --> 00:44:58.532
let's use this to teach.

00:44:59.313 --> 00:45:00.992
But we have a new clinic in wherever.

00:45:01.092 --> 00:45:02.614
Let's use this to get higher.

00:45:04.135 --> 00:45:04.695
Not going to do that.

00:45:06.077 --> 00:45:07.737
It needs to lead for the audience.

00:45:08.478 --> 00:45:10.318
We can smell a commercial from a mile

00:45:10.358 --> 00:45:10.619
away.

00:45:11.358 --> 00:45:14.099
They are trying to be strategic about

00:45:14.159 --> 00:45:14.679
content.

00:45:14.719 --> 00:45:16.701
And I'm like, no,

00:45:16.721 --> 00:45:18.400
this is about changing the temperature.

00:45:18.860 --> 00:45:20.021
This is about changing climate,

00:45:20.442 --> 00:45:22.242
not about making it rain over that house.

00:45:23.543 --> 00:45:25.083
So they were doing it for the wrong

00:45:25.103 --> 00:45:25.862
reasons the wrong way.

00:45:25.943 --> 00:45:27.244
And I'm like, I've been in rooms going,

00:45:27.284 --> 00:45:28.804
you're paying me to give my opinion.

00:45:29.143 --> 00:45:30.905
This will not do the thing you think

00:45:31.324 --> 00:45:31.905
you want it to.

00:45:33.027 --> 00:45:33.726
That fast.

00:45:34.067 --> 00:45:35.108
You're trying to get a girl to marry

00:45:35.128 --> 00:45:35.668
you and you're like,

00:45:36.128 --> 00:45:39.130
let's wear the blue shirt today in third

00:45:39.150 --> 00:45:40.329
grade and you're going to marry her when

00:45:40.349 --> 00:45:40.929
you're nineteen.

00:45:40.949 --> 00:45:41.271
I'm like,

00:45:41.411 --> 00:45:43.831
that's not the that's not the lever to

00:45:43.871 --> 00:45:44.072
pull.

00:45:44.351 --> 00:45:46.833
The lever is be nice for the next

00:45:47.913 --> 00:45:48.353
ten years.

00:45:48.833 --> 00:45:49.813
That's the lever to pull.

00:45:50.014 --> 00:45:51.155
And they're like, that takes too long.

00:45:51.175 --> 00:45:51.675
And I go, well,

00:45:51.715 --> 00:45:52.936
ten years is going to expire.

00:45:52.976 --> 00:45:53.956
Ten years is going to pass anyway.

00:45:55.675 --> 00:45:57.775
since we're a little late or tight on

00:45:57.815 --> 00:45:58.155
time,

00:45:58.675 --> 00:46:00.356
I want to cover really quick why I'm

00:46:00.396 --> 00:46:01.155
eating raw eggs.

00:46:03.797 --> 00:46:05.137
And I want to get your feedback on

00:46:05.376 --> 00:46:06.677
the video I just did the other day

00:46:07.717 --> 00:46:10.657
where I read out or did a video

00:46:10.717 --> 00:46:11.958
about our one-star Google review,

00:46:11.998 --> 00:46:13.958
which no one ever does, ever.

00:46:14.798 --> 00:46:15.199
I like it.

00:46:15.398 --> 00:46:17.679
I would do that.

00:46:17.920 --> 00:46:19.119
I figured you would like it.

00:46:19.159 --> 00:46:21.019
Why are you going full Rocky Balboa then?

00:46:21.800 --> 00:46:24.380
Okay, so... Aren't raw eggs dangerous?

00:46:25.344 --> 00:46:25.905
I think so,

00:46:26.264 --> 00:46:30.286
but two years ago in his endless quest

00:46:30.327 --> 00:46:31.068
for velocity,

00:46:31.208 --> 00:46:34.009
Ryan Lambert came across an internet video

00:46:34.108 --> 00:46:35.829
citing the benefits of eating raw eggs.

00:46:36.590 --> 00:46:36.869
Lambert,

00:46:36.909 --> 00:46:38.650
a relief pitcher who's recently been cut

00:46:38.690 --> 00:46:39.652
from his college team,

00:46:39.672 --> 00:46:41.271
wanted to build muscle and increase his

00:46:41.413 --> 00:46:42.032
recovery rate.

00:46:42.413 --> 00:46:44.114
He decided to eat thirty raw eggs per

00:46:44.153 --> 00:46:44.454
day.

00:46:44.833 --> 00:46:47.594
He went from throwing, I don't know,

00:46:47.655 --> 00:46:51.456
high eighties or low nineties.

00:46:51.657 --> 00:46:52.918
Now he's throwing a hundred miles an hour.

00:46:52.938 --> 00:46:54.378
He got signed by the Mets and he

00:46:54.418 --> 00:46:54.818
is now

00:46:55.443 --> 00:46:56.644
In the Mets bullpen.

00:46:57.405 --> 00:46:58.065
Now,

00:46:58.606 --> 00:47:01.887
the reason why I'm bringing this up is

00:47:01.927 --> 00:47:05.070
because I started putting just one.

00:47:05.110 --> 00:47:05.911
I'm not doing thirty.

00:47:05.971 --> 00:47:07.492
I mean, I'm a little crazy.

00:47:07.512 --> 00:47:09.773
I'm not that crazy.

00:47:09.932 --> 00:47:12.014
I started putting one raw egg into my

00:47:12.894 --> 00:47:14.795
protein smoothies after working out.

00:47:14.896 --> 00:47:15.577
You can't taste it.

00:47:15.976 --> 00:47:18.898
It's in frozen fruit and all that.

00:47:19.418 --> 00:47:20.420
It's not a hundred percent.

00:47:21.248 --> 00:47:21.869
I'm not saying it's,

00:47:22.009 --> 00:47:23.210
I'm not saying this is, I mean,

00:47:23.349 --> 00:47:24.349
of course there might be risk of

00:47:24.389 --> 00:47:26.010
salmonella or whatever other thing.

00:47:26.030 --> 00:47:31.371
So, but the point is, is I, I,

00:47:31.391 --> 00:47:34.432
I want to acknowledge how people are

00:47:34.753 --> 00:47:35.853
influenced by content.

00:47:36.893 --> 00:47:38.454
I started, I, I used to,

00:47:38.494 --> 00:47:39.715
I did this a little bit because of

00:47:39.795 --> 00:47:40.795
the whole Rocky Balboa thing,

00:47:40.815 --> 00:47:42.896
maybe back in like high school or college,

00:47:42.936 --> 00:47:45.836
but it was kind of like a temporary

00:47:45.856 --> 00:47:46.016
thing.

00:47:46.036 --> 00:47:47.416
But now for like the last two weeks,

00:47:47.737 --> 00:47:48.838
I'm adding raw eggs to my,

00:47:49.780 --> 00:47:50.342
Protein smoothie.

00:47:50.402 --> 00:47:51.782
I'm not saying anyone else watching or

00:47:51.802 --> 00:47:52.463
listening should do it.

00:47:52.523 --> 00:47:53.143
I'm not saying that.

00:47:53.744 --> 00:47:59.331
What I'm saying is I'm acknowledging that

00:47:59.530 --> 00:48:01.472
I got persuaded by this piece of content,

00:48:01.492 --> 00:48:04.675
by this news blurb.

00:48:05.416 --> 00:48:06.518
And I'm thinking like, well,

00:48:06.938 --> 00:48:08.079
if it could help this guy,

00:48:08.119 --> 00:48:09.320
I guess it could help me in terms

00:48:09.420 --> 00:48:09.561
of

00:48:10.432 --> 00:48:12.634
more protein it's faster i could eat an

00:48:12.673 --> 00:48:14.655
egg i could i could consume one egg

00:48:14.695 --> 00:48:17.516
faster than cooking it and it's then then

00:48:17.556 --> 00:48:19.077
it's larger so it's like when you eat

00:48:19.097 --> 00:48:20.257
an egg that's already been cooked it's

00:48:20.277 --> 00:48:24.260
just it's more uh it's more filling than

00:48:24.360 --> 00:48:25.920
a raw egg if that makes sense yeah

00:48:25.940 --> 00:48:28.521
okay like like it's hard like you got

00:48:28.541 --> 00:48:30.001
to chew the egg that you cook and

00:48:30.021 --> 00:48:30.842
you got to break it you got to

00:48:30.862 --> 00:48:32.923
break it down so now your stomach i

00:48:32.943 --> 00:48:34.844
think feels fuller or whatever you're just

00:48:34.864 --> 00:48:35.505
doing egg shots

00:48:36.237 --> 00:48:38.659
you have a one in twenty thousand chance

00:48:39.539 --> 00:48:42.900
according to one in twenty one in twenty

00:48:42.920 --> 00:48:45.500
thousand for salmonella so i mean just

00:48:45.519 --> 00:48:47.440
things to look out for diarrhea fever

00:48:47.460 --> 00:48:48.721
cramps and vomiting if you don't see any

00:48:48.740 --> 00:48:50.161
of those what's what's what's the

00:48:50.201 --> 00:48:51.422
likelihood of getting struck by lightning

00:48:51.461 --> 00:48:53.422
it's is it one in let's find that

00:48:53.442 --> 00:48:58.103
out a million one in a million or

00:48:58.143 --> 00:48:59.443
car accident what's like the likelihood

00:48:59.463 --> 00:49:02.804
between car accident and getting sick one

00:49:02.844 --> 00:49:04.224
in one point two million

00:49:05.688 --> 00:49:08.291
yeah so twenty thousand is way more like

00:49:08.351 --> 00:49:12.996
yeah uh odds of getting in a car

00:49:13.056 --> 00:49:14.978
accident that has to be better than um

00:49:15.739 --> 00:49:17.222
lightning one in one in five hundred

00:49:17.262 --> 00:49:19.304
thousand every thousand miles you drive

00:49:19.324 --> 00:49:20.485
your chances of getting into a car

00:49:20.545 --> 00:49:22.146
accident are one in three hundred and

00:49:22.186 --> 00:49:22.788
sixty six

00:49:23.951 --> 00:49:27.114
That's a lot closer than Salmonella from

00:49:27.153 --> 00:49:27.574
Rolex.

00:49:28.014 --> 00:49:28.996
That's from Reddit, though.

00:49:30.257 --> 00:49:31.077
You never know.

00:49:33.139 --> 00:49:35.302
I'm not saying for anyone to do this.

00:49:35.322 --> 00:49:39.826
I'm just saying that piece of content

00:49:39.945 --> 00:49:41.668
influenced me to do it.

00:49:44.891 --> 00:49:46.773
Since I'm trying to put out content and

00:49:46.793 --> 00:49:48.273
we talk about content and we were just

00:49:48.313 --> 00:49:49.135
talking about content,

00:49:49.860 --> 00:49:50.661
I wanted to bring that up,

00:49:51.240 --> 00:49:52.342
but now let's, let's switch over.

00:49:52.402 --> 00:49:54.081
So I just put out, uh,

00:49:54.101 --> 00:49:58.304
we have two one-star Google reviews on our

00:49:58.344 --> 00:49:58.603
business.

00:49:58.623 --> 00:50:00.405
So the rest are all five-star reviews.

00:50:00.425 --> 00:50:00.644
So,

00:50:00.704 --> 00:50:02.184
ninety-seven percent of our reviews on

00:50:02.224 --> 00:50:05.385
Google are glowing five-star reviews.

00:50:06.766 --> 00:50:07.487
One, uh,

00:50:07.527 --> 00:50:09.007
I'll probably make a video about it some

00:50:09.027 --> 00:50:10.588
other time, but the first one was about,

00:50:12.088 --> 00:50:12.208
uh,

00:50:12.228 --> 00:50:13.449
that we charge a three hundred fifty

00:50:13.469 --> 00:50:15.190
dollar cancellation fee for someone who

00:50:15.309 --> 00:50:16.889
booked four visits and canceled two.

00:50:17.010 --> 00:50:18.731
So they late canceled

00:50:19.195 --> 00:50:20.436
Fifty percent of their visits,

00:50:21.617 --> 00:50:22.858
we charge them the three hundred fifty

00:50:22.878 --> 00:50:24.760
dollar late cancel fee,

00:50:24.780 --> 00:50:27.561
which they signed prior to starting with

00:50:27.601 --> 00:50:27.762
us.

00:50:28.362 --> 00:50:30.344
And that person wrote up once our Google

00:50:30.385 --> 00:50:30.605
review.

00:50:30.644 --> 00:50:32.005
And then this one was where we didn't

00:50:32.025 --> 00:50:34.407
communicate the allowable amount,

00:50:34.427 --> 00:50:36.489
the out of network cost per visit.

00:50:36.550 --> 00:50:37.210
And I said,

00:50:37.331 --> 00:50:39.693
this is why we prefer to be self-pay,

00:50:39.713 --> 00:50:41.773
because it's very clear and transparent

00:50:41.793 --> 00:50:44.436
and everyone knows exactly what's the

00:50:44.476 --> 00:50:46.798
dollar amount is going to be and all

00:50:46.838 --> 00:50:47.018
that.

00:50:47.699 --> 00:50:48.760
What are your thoughts on this?

00:50:48.780 --> 00:50:50.501
I know you said that you like the

00:50:50.541 --> 00:50:50.922
video.

00:50:51.722 --> 00:50:51.842
Oh,

00:50:52.403 --> 00:50:56.166
the idea of showing off your one-star

00:50:56.206 --> 00:50:56.786
Google review?

00:50:57.728 --> 00:50:57.887
Yeah.

00:50:57.907 --> 00:50:58.927
It's great.

00:50:59.588 --> 00:51:00.228
And here's why.

00:51:00.248 --> 00:51:02.110
Because I watched this a few days ago

00:51:02.150 --> 00:51:02.891
because you were like, yeah,

00:51:02.931 --> 00:51:03.512
we screwed up.

00:51:05.581 --> 00:51:06.762
How often does that happen?

00:51:07.061 --> 00:51:07.922
Like, hey, yeah, you're right.

00:51:08.023 --> 00:51:09.063
This person gave us a one star and

00:51:09.083 --> 00:51:09.664
it was deserved.

00:51:09.724 --> 00:51:10.244
We screwed up.

00:51:11.905 --> 00:51:14.327
One out of every twenty thousand eggs that

00:51:14.387 --> 00:51:15.407
I eat has salmonella.

00:51:15.547 --> 00:51:19.630
One out of every twenty thousand eggs that

00:51:19.670 --> 00:51:20.831
I eat has salmonella.

00:51:22.144 --> 00:51:23.485
Here's what I'm going to do about it.

00:51:23.885 --> 00:51:26.527
So my next video would be finding this

00:51:26.567 --> 00:51:30.447
person and it would be how many love

00:51:30.487 --> 00:51:33.849
letters and how you're going to win them

00:51:33.949 --> 00:51:35.369
back over.

00:51:35.389 --> 00:51:36.090
That's what I would do.

00:51:36.510 --> 00:51:37.771
I would make this more...

00:51:38.811 --> 00:51:41.251
We got a one-star Google review and it

00:51:41.271 --> 00:51:42.753
was deserved because we dropped the ball.

00:51:43.092 --> 00:51:44.672
And my next step was we needed to

00:51:44.733 --> 00:51:46.233
find... I can't zoom in.

00:51:46.873 --> 00:51:48.994
We needed to find Beth.

00:51:49.014 --> 00:51:49.094
Beth.

00:51:52.090 --> 00:51:54.231
who gave the Google review.

00:51:54.411 --> 00:51:57.333
And we found out, we emailed her, nothing.

00:51:57.815 --> 00:51:59.936
We Googled her on LinkedIn, found her.

00:52:00.336 --> 00:52:01.217
We DMed her.

00:52:01.536 --> 00:52:02.418
She said, what's up?

00:52:03.498 --> 00:52:04.260
A chink in the armor.

00:52:04.480 --> 00:52:05.199
We can get through.

00:52:05.280 --> 00:52:06.201
We can get through to her.

00:52:06.722 --> 00:52:07.041
Beth,

00:52:07.442 --> 00:52:08.842
what do I need to do to make

00:52:08.862 --> 00:52:09.443
this up for you?

00:52:09.603 --> 00:52:11.625
You're right.

00:52:11.644 --> 00:52:12.726
I don't want you to take the Google

00:52:12.746 --> 00:52:13.646
review down, Beth.

00:52:13.706 --> 00:52:14.608
That's not what this is about.

00:52:15.407 --> 00:52:17.489
This is about making it right.

00:52:17.750 --> 00:52:19.210
Because that's what we do.

00:52:20.068 --> 00:52:21.692
Beth, what's your favorite charity?

00:52:21.851 --> 00:52:22.612
I love dogs.

00:52:23.114 --> 00:52:23.675
Cha-ching!

00:52:23.695 --> 00:52:24.275
A hundred hours.

00:52:24.536 --> 00:52:25.938
ASPCA of New York.

00:52:26.398 --> 00:52:27.820
Beth, what do you like?

00:52:28.061 --> 00:52:28.762
And Beth's name.

00:52:28.983 --> 00:52:30.224
Beth's name, right, right, right.

00:52:31.346 --> 00:52:34.208
So in that video, the guy, Sam,

00:52:34.228 --> 00:52:35.469
wrote us the one-star Google review.

00:52:35.548 --> 00:52:37.550
And then I immediately went to reading a

00:52:37.610 --> 00:52:40.713
five-star review that was posted sixteen

00:52:40.733 --> 00:52:42.793
hours before I recorded that.

00:52:42.873 --> 00:52:45.715
So that video was maybe not the best

00:52:45.735 --> 00:52:47.496
because I read the one-star Google review

00:52:47.697 --> 00:52:50.298
because I figured I would hook some people

00:52:50.780 --> 00:52:52.380
by making this video, right?

00:52:52.621 --> 00:52:54.041
So I segued into, oh,

00:52:54.101 --> 00:52:55.762
but we also got a five-star review from

00:52:55.822 --> 00:52:56.884
Beth from sixteen hours ago.

00:52:57.443 --> 00:52:59.204
So maybe I took away a little bit

00:52:59.224 --> 00:53:00.126
of the mystique of it,

00:53:00.206 --> 00:53:02.807
but I wanted to bring the audience to

00:53:02.827 --> 00:53:03.288
like, hey,

00:53:03.327 --> 00:53:05.190
we have a ton of five-star Google reviews.

00:53:05.469 --> 00:53:06.090
Here's the thing.

00:53:06.271 --> 00:53:07.672
If I go to Amazon and I'm going

00:53:07.692 --> 00:53:10.032
to buy a thing and I see one

00:53:10.373 --> 00:53:12.554
hundred thousand five-star reviews and

00:53:13.235 --> 00:53:15.496
nothing else, no fours, no threes,

00:53:15.717 --> 00:53:17.498
no twos, no ones, shady.

00:53:18.905 --> 00:53:19.945
Shady.

00:53:20.085 --> 00:53:20.726
I don't buy it.

00:53:20.905 --> 00:53:22.586
It seems it's too perfect.

00:53:23.007 --> 00:53:24.447
It's too perfect.

00:53:25.728 --> 00:53:26.710
Too good to be true.

00:53:27.269 --> 00:53:27.710
Nothing?

00:53:28.210 --> 00:53:29.351
No one had a problem.

00:53:29.731 --> 00:53:31.251
Your quality control is that good,

00:53:31.291 --> 00:53:32.092
or did you buy these?

00:53:32.333 --> 00:53:32.853
I'm telling you,

00:53:33.092 --> 00:53:36.014
these are knowledge scents.

00:53:36.054 --> 00:53:37.036
Something doesn't smell right,

00:53:37.096 --> 00:53:38.096
and I don't like it.

00:53:38.657 --> 00:53:39.257
When someone goes,

00:53:39.277 --> 00:53:40.777
something didn't smell right,

00:53:40.818 --> 00:53:41.478
so you didn't buy it?

00:53:41.538 --> 00:53:41.818
Why?

00:53:41.958 --> 00:53:42.798
Didn't smell right.

00:53:42.898 --> 00:53:43.559
Did you look into it?

00:53:43.579 --> 00:53:44.460
No, I don't have time for that.

00:53:44.500 --> 00:53:45.440
I'm probably not going to find the answer.

00:53:45.460 --> 00:53:46.061
It didn't smell right.

00:53:46.101 --> 00:53:47.101
Moving on, I have other options.

00:53:47.661 --> 00:53:48.603
Didn't smell right.

00:53:49.143 --> 00:53:51.143
Smells like old eggs.

00:53:51.403 --> 00:53:53.626
Not going to eat them unless I cook

00:53:53.646 --> 00:53:53.786
them.

00:53:55.507 --> 00:53:58.168
I can't believe you're doing that.

00:53:58.188 --> 00:53:58.969
You're a real man.

00:53:58.989 --> 00:54:01.150
You do thirty thirty eggs a day.

00:54:01.469 --> 00:54:02.431
What are you doing?

00:54:02.811 --> 00:54:03.972
Thirty eggs a day.

00:54:04.112 --> 00:54:05.012
I eat two.

00:54:05.572 --> 00:54:06.592
They're not raw, though.

00:54:06.672 --> 00:54:08.173
I scramble those bad boys.

00:54:09.155 --> 00:54:10.076
We got six minutes left,

00:54:10.135 --> 00:54:11.135
so we'll front tease this.

00:54:11.335 --> 00:54:12.496
Tony's back on Thursday.

00:54:12.677 --> 00:54:13.797
I want to talk about.

00:54:15.420 --> 00:54:16.400
We're going to talk about,

00:54:16.440 --> 00:54:18.842
this is way too much because I think

00:54:18.882 --> 00:54:19.483
this is brilliant.

00:54:19.563 --> 00:54:23.704
We're going to talk about this.

00:54:23.724 --> 00:54:25.985
Wendy's has a job offer that I'm applying

00:54:26.025 --> 00:54:26.306
for.

00:54:27.085 --> 00:54:31.768
Chief Tasting Officer.

00:54:32.487 --> 00:54:36.610
You're applying for it just to mess

00:54:36.630 --> 00:54:36.949
around?

00:54:38.070 --> 00:54:39.911
I would eat Wendy's hamburgers for a

00:54:39.972 --> 00:54:41.012
hundred K a year.

00:54:41.311 --> 00:54:42.193
Yes, I would do that.

00:54:43.072 --> 00:54:44.414
One hundred thousand percent.

00:54:45.407 --> 00:54:48.208
this is in response to what dave what

00:54:48.248 --> 00:54:50.889
is wendy's doing this in response to oh

00:54:51.009 --> 00:54:53.289
the uh the what was it burger king

00:54:53.329 --> 00:54:55.231
ceo with the cringe video where he was

00:54:55.610 --> 00:54:57.291
mickey d's burger king oh mcdonald's

00:54:57.331 --> 00:55:00.373
mcdonald's the mcdonald's ceo uh eating up

00:55:00.492 --> 00:55:02.114
the burger and it was a cringe video

00:55:02.233 --> 00:55:03.293
i sent it to you guys like right

00:55:03.313 --> 00:55:05.375
away this probably before it even blew up

00:55:05.414 --> 00:55:08.255
and then um when he said oh

00:55:08.831 --> 00:55:09.210
What do you say?

00:55:09.411 --> 00:55:10.432
Amazing product.

00:55:10.532 --> 00:55:11.414
Tasty product.

00:55:11.474 --> 00:55:13.777
Who said that?

00:55:14.257 --> 00:55:14.878
I can't remember,

00:55:14.998 --> 00:55:16.079
but someone pointed out on social media,

00:55:16.139 --> 00:55:17.221
it would have been better if he called

00:55:17.260 --> 00:55:18.621
it a SKU, like an S-K-U.

00:55:18.681 --> 00:55:22.507
Yeah, it's basically the same.

00:55:24.576 --> 00:55:27.659
So now Wendy's is taking some of that

00:55:27.778 --> 00:55:30.882
lightning, some of that online juju,

00:55:30.902 --> 00:55:35.126
and they're trying to use it in this

00:55:35.186 --> 00:55:37.509
way, which is apparently, I guess,

00:55:37.548 --> 00:55:38.289
a real role.

00:55:38.710 --> 00:55:38.911
Yes.

00:55:40.112 --> 00:55:41.934
And here's what I want to get to.

00:55:42.233 --> 00:55:42.635
Because...

00:55:44.021 --> 00:55:45.242
When you scroll down, you're like,

00:55:45.362 --> 00:55:47.003
you're going to create content for us.

00:55:47.043 --> 00:55:47.902
You're going to eat burgers.

00:55:48.322 --> 00:55:49.583
You're going to become a content creator

00:55:49.603 --> 00:55:49.903
for them.

00:55:50.463 --> 00:55:51.543
You get paid to eat burgers,

00:55:51.903 --> 00:55:54.364
a custom Wendy's chief tasting officer's

00:55:54.565 --> 00:55:55.905
email signature.

00:55:56.005 --> 00:55:57.746
I love the fact that they're just full.

00:55:57.766 --> 00:55:59.586
You can't kind of go a little

00:55:59.626 --> 00:56:00.246
tongue-in-cheek.

00:56:00.726 --> 00:56:02.347
A little tongue-in-cheek is douchey.

00:56:02.987 --> 00:56:04.728
Full tongue-in-cheek is Monty Python.

00:56:04.887 --> 00:56:06.548
They're going full Monty Python.

00:56:07.168 --> 00:56:09.088
They're going to turn you into Jared from

00:56:09.168 --> 00:56:11.170
Subway without the creepy end part of his

00:56:11.210 --> 00:56:11.409
career.

00:56:12.010 --> 00:56:13.532
But didn't it say somewhere at the top

00:56:13.572 --> 00:56:15.813
that it's mostly your local Wendy's?

00:56:16.054 --> 00:56:16.655
Did you see that?

00:56:17.074 --> 00:56:18.536
Yeah, it said commute.

00:56:18.556 --> 00:56:19.137
Commute, commute.

00:56:19.697 --> 00:56:20.438
Travel, light,

00:56:20.557 --> 00:56:21.998
mostly to your local Wendy's and or the

00:56:22.039 --> 00:56:22.338
couch.

00:56:22.579 --> 00:56:24.541
They're going to turn you into the face

00:56:24.581 --> 00:56:25.001
of Wendy.

00:56:25.021 --> 00:56:26.001
They're going to turn you into the

00:56:26.181 --> 00:56:28.023
anti-McDonald's CEO.

00:56:28.324 --> 00:56:29.144
That's the play.

00:56:30.327 --> 00:56:30.567
Right,

00:56:30.586 --> 00:56:33.907
but wouldn't they want this person to eat

00:56:34.128 --> 00:56:35.927
at a whole bunch of different Wendy's

00:56:35.967 --> 00:56:36.469
locations?

00:56:36.608 --> 00:56:39.108
They might, and they might.

00:56:39.688 --> 00:56:40.989
This is them doing what I did,

00:56:41.150 --> 00:56:43.690
mimicking a real job offer and having to

00:56:43.750 --> 00:56:45.471
toot full tongue-in-cheek to everyone.

00:56:45.731 --> 00:56:49.271
Like travel, yeah, down to the Wendy's.

00:56:49.311 --> 00:56:50.152
Colleen pointed,

00:56:50.211 --> 00:56:51.492
he barely nibbled that burger.

00:56:51.811 --> 00:56:57.373
That was the most awkward bite I've ever

00:56:57.554 --> 00:56:57.673
had.

00:56:59.864 --> 00:57:02.085
Babies taking their first bites of food

00:57:02.226 --> 00:57:04.788
after formula take normal bites,

00:57:04.867 --> 00:57:06.108
more normal bites than that dude.

00:57:06.768 --> 00:57:08.228
So my point with this thing is,

00:57:08.309 --> 00:57:10.130
and this is a long full episode,

00:57:10.230 --> 00:57:11.710
or this might be an extra episode.

00:57:12.771 --> 00:57:14.331
Why isn't your clinic doing this?

00:57:15.552 --> 00:57:18.172
Dave talking about Dave and concierge pain

00:57:18.193 --> 00:57:19.034
relief is one thing.

00:57:19.233 --> 00:57:21.275
That's the CEO talking about McDonald's is

00:57:21.394 --> 00:57:21.795
one thing.

00:57:22.295 --> 00:57:23.755
But where are the customers?

00:57:24.815 --> 00:57:25.797
How many people...

00:57:27.409 --> 00:57:28.490
That's why I asked this question

00:57:29.452 --> 00:57:30.512
specifically for that number.

00:57:30.952 --> 00:57:33.014
How many new patients would you need in

00:57:33.056 --> 00:57:33.556
your practice?

00:57:33.596 --> 00:57:35.297
And I understand they're different in

00:57:35.418 --> 00:57:36.818
geography and type.

00:57:37.420 --> 00:57:37.981
My question is,

00:57:38.380 --> 00:57:40.422
how many new patients would you need to

00:57:40.463 --> 00:57:41.284
turn to someone and go,

00:57:41.344 --> 00:57:42.264
I'll give you a hundred grand.

00:57:42.324 --> 00:57:42.945
What do I got to do?

00:57:44.556 --> 00:57:48.059
be the chief exercise officer of concierge

00:57:48.079 --> 00:57:48.400
payment.

00:57:48.460 --> 00:57:49.041
What does that mean?

00:57:49.161 --> 00:57:49.902
We're going to figure it out.

00:57:49.922 --> 00:57:51.882
The goal is how do I turn you

00:57:51.943 --> 00:57:54.045
into real person doing real things?

00:57:54.065 --> 00:57:55.246
I don't know the answer,

00:57:55.686 --> 00:57:56.887
but no one does this.

00:57:57.387 --> 00:57:59.248
That's why this gets legs is because no

00:57:59.309 --> 00:57:59.989
one does this.

00:58:00.409 --> 00:58:03.733
Wendy's needs, Wendy's needs no meetings.

00:58:03.773 --> 00:58:05.034
Like there likely was a meeting.

00:58:05.054 --> 00:58:06.355
Have you ever seen the TV show TMZ?

00:58:07.365 --> 00:58:08.206
where it's just a bullpen,

00:58:08.226 --> 00:58:09.106
it's just a bunch of cute...

00:58:09.387 --> 00:58:11.067
That's what I envision the meeting at

00:58:11.106 --> 00:58:11.527
Wendy's.

00:58:11.788 --> 00:58:12.427
Going, hey,

00:58:12.708 --> 00:58:14.688
McDonald's CEO is nuts and he has creepy

00:58:14.708 --> 00:58:15.168
human bites.

00:58:15.208 --> 00:58:15.708
What do we do?

00:58:16.588 --> 00:58:19.309
Hire a normal person.

00:58:19.329 --> 00:58:20.690
This is the most basic idea.

00:58:20.751 --> 00:58:22.572
Hire a normal person to eat and we'll

00:58:22.592 --> 00:58:24.172
just... What are we going to do?

00:58:24.552 --> 00:58:25.753
Put them on content.

00:58:25.972 --> 00:58:26.893
What will they do in the content?

00:58:27.233 --> 00:58:27.793
Eat normally.

00:58:29.313 --> 00:58:31.014
And is that worth a hundred thousand

00:58:31.054 --> 00:58:31.494
dollars?

00:58:31.815 --> 00:58:33.255
Because the attention they will garner

00:58:33.295 --> 00:58:36.257
from it will lead to Frosty's burgers and

00:58:36.336 --> 00:58:36.597
fries.

00:58:37.686 --> 00:58:40.407
They know that – Wendy's corporate knows

00:58:40.427 --> 00:58:42.289
that this caught a whole bunch of buzz,

00:58:42.309 --> 00:58:45.032
however many views or shares or comments

00:58:45.052 --> 00:58:45.652
and engagement.

00:58:46.333 --> 00:58:49.376
It's a temporary thing.

00:58:50.097 --> 00:58:51.438
It's something that's happening right now.

00:58:51.717 --> 00:58:52.139
If anything,

00:58:52.278 --> 00:58:53.559
maybe a week or two ago when it

00:58:53.599 --> 00:58:54.501
first happened would have been better,

00:58:54.541 --> 00:58:56.282
but this just came out.

00:58:56.722 --> 00:58:57.923
Right.

00:58:57.943 --> 00:59:00.865
But that's the thing is likely this person

00:59:00.985 --> 00:59:02.608
has –

00:59:02.570 --> 00:59:05.494
like Tom Cruise Mission Impossible level

00:59:05.554 --> 00:59:06.153
clearance.

00:59:07.394 --> 00:59:09.376
The person that runs Wendy's IMF,

00:59:09.396 --> 00:59:10.697
their Impossible Mission Force.

00:59:11.378 --> 00:59:12.539
They're like, you can do any...

00:59:12.579 --> 00:59:14.222
This is like Zappos shoes saying,

00:59:14.541 --> 00:59:15.623
if you're in customer service,

00:59:15.663 --> 00:59:17.264
you can solve any problem that a customer

00:59:17.284 --> 00:59:18.224
brings you as long as it's less than

00:59:18.244 --> 00:59:18.746
a thousand dollars.

00:59:19.467 --> 00:59:20.248
You have to justify it,

00:59:20.268 --> 00:59:20.847
like write it down.

00:59:21.128 --> 00:59:22.248
And if you just keep giving away money,

00:59:22.289 --> 00:59:22.869
we're going to fire you.

00:59:23.068 --> 00:59:24.130
But as long as you can justify it,

00:59:24.289 --> 00:59:24.909
yes, got it.

00:59:25.150 --> 00:59:25.989
Hey, I looked that person up.

00:59:26.030 --> 00:59:27.710
They spent seventeen thousand dollars over

00:59:27.731 --> 00:59:29.170
the last decade and they had a problem

00:59:29.190 --> 00:59:30.572
with their shoe and it was their sister's

00:59:30.592 --> 00:59:31.132
wedding next day.

00:59:31.311 --> 00:59:33.873
So I overnighted three pairs of shoes,

00:59:34.693 --> 00:59:35.092
a nine,

00:59:35.112 --> 00:59:36.393
a ten and eleven to make sure one

00:59:36.413 --> 00:59:36.853
of them fixed.

00:59:36.873 --> 00:59:37.673
It was his sister's wedding.

00:59:37.833 --> 00:59:38.773
And I'm sure the CEO would go,

00:59:38.914 --> 00:59:39.233
great move.

00:59:39.253 --> 00:59:41.655
Because she's going to tell a hundred

00:59:41.695 --> 00:59:43.735
people about Zappos shoes and she got

00:59:43.755 --> 00:59:45.076
she's going to tell that story fifty times

00:59:45.215 --> 00:59:45.735
at the wedding.

00:59:46.157 --> 00:59:47.476
They sent me three pairs of shoes.

00:59:47.920 --> 00:59:49.061
This is Wendy's going,

00:59:49.882 --> 00:59:51.264
we need to put together a team who

00:59:51.304 --> 00:59:52.804
can do batshit crazy things to get

00:59:52.824 --> 00:59:53.186
attention,

00:59:53.545 --> 00:59:54.686
knowing that they might miss eight out of

00:59:54.706 --> 00:59:55.166
ten times.

00:59:55.427 --> 00:59:57.028
But if they hit one out of those

00:59:57.068 --> 00:59:58.429
ten times, home run.

00:59:58.449 --> 01:00:00.132
Pays for everything.

01:00:00.152 --> 01:00:01.693
Wendy's can do it for a hundred grand.

01:00:01.893 --> 01:00:02.934
I know a clinic can't.

01:00:03.494 --> 01:00:04.655
But a big group of clinics?

01:00:06.056 --> 01:00:06.856
Why haven't they done it?

01:00:07.898 --> 01:00:09.338
Wait, you're saying one clinic can't?

01:00:09.360 --> 01:00:09.699
What do you mean?

01:00:11.018 --> 01:00:12.798
A standalone clinic with three clinicians

01:00:13.018 --> 01:00:14.338
is going to spend a hundred thousand

01:00:14.358 --> 01:00:16.239
dollars to hire- Oh, no, no, no.

01:00:16.260 --> 01:00:16.300
No,

01:00:16.320 --> 01:00:17.679
I thought you meant just like putting out

01:00:17.719 --> 01:00:20.221
the content that could make this type of

01:00:20.260 --> 01:00:20.661
an effect.

01:00:20.942 --> 01:00:21.601
So at scale,

01:00:21.621 --> 01:00:22.961
so I asked this question and of course

01:00:23.021 --> 01:00:24.242
people get a little like, oh,

01:00:24.382 --> 01:00:25.663
you're just going to spend so much money

01:00:25.682 --> 01:00:26.302
on marketing, Jimmy?

01:00:26.342 --> 01:00:26.844
I was like, no, no,

01:00:26.923 --> 01:00:28.623
I'm trying to figure out what your hundred

01:00:28.643 --> 01:00:29.244
thousand dollars,

01:00:29.384 --> 01:00:30.405
they're offering a hundred thousand

01:00:30.425 --> 01:00:30.885
dollars salary.

01:00:31.164 --> 01:00:32.125
Maybe you turn to someone in a local

01:00:32.144 --> 01:00:33.485
community and you go, here's ten grand.

01:00:34.885 --> 01:00:35.407
What are you going to do?

01:00:35.427 --> 01:00:37.206
How many patients would that person have

01:00:37.246 --> 01:00:38.987
to bring in to justify the ten grand

01:00:39.007 --> 01:00:39.307
spend?

01:00:40.463 --> 01:00:42.545
And let's say you hired the mayor.

01:00:42.585 --> 01:00:43.885
Quite literally, in my size town,

01:00:43.905 --> 01:00:46.887
if you hired the mayor, that's a coup.

01:00:47.568 --> 01:00:48.309
Everybody sees him.

01:00:48.750 --> 01:00:49.150
And you're like,

01:00:49.170 --> 01:00:49.690
what do you have to do?

01:00:49.730 --> 01:00:50.471
You just wear a t-shirt.

01:00:50.931 --> 01:00:52.052
Okay.

01:00:52.431 --> 01:00:54.653
There's a TV commercial about that.

01:00:54.713 --> 01:00:56.474
Little kids at eighth grade graduation.

01:00:56.815 --> 01:00:58.175
And they're going across the stage.

01:00:58.817 --> 01:01:00.958
And it's like, they're reading the names.

01:01:01.057 --> 01:01:02.039
The principals read the names.

01:01:02.099 --> 01:01:04.300
And it's like, Smith, Tire, and Auto.

01:01:04.320 --> 01:01:04.860
And everybody claps.

01:01:04.900 --> 01:01:05.320
And someone's like,

01:01:05.920 --> 01:01:07.121
why did they just call Benji Smith?

01:01:07.141 --> 01:01:08.882
We sold the community rights.

01:01:08.902 --> 01:01:09.603
Yeah.

01:01:09.884 --> 01:01:10.764
Oh, this is crazy.

01:01:11.346 --> 01:01:14.309
Is it though?

01:01:14.349 --> 01:01:15.170
Is it though?

01:01:15.230 --> 01:01:15.990
Dave's got to go to work.

01:01:16.030 --> 01:01:17.211
He's probably got to pound a few more

01:01:17.271 --> 01:01:18.193
eggs before he gets out of here.

01:01:19.235 --> 01:01:20.576
Well, back on Thursday, Tony's back.

01:01:20.775 --> 01:01:22.878
I want to see more discussion around

01:01:22.918 --> 01:01:23.920
Wendy's and what they're doing.

01:01:23.940 --> 01:01:25.722
And we'll see you guys next week.

01:01:27.643 --> 01:01:27.864
That's it.

01:01:27.884 --> 01:01:28.103
We're out.

01:01:28.123 --> 01:01:29.605
Boys, what the hell are you doing?

01:01:29.664 --> 01:01:32.485
Follow Tony Meritato on YouTube at Total

01:01:32.505 --> 01:01:33.565
Therapy Solution.

01:01:33.605 --> 01:01:34.605
Find Dave Kittle at

01:01:34.625 --> 01:01:37.806
conciergepainrelief.com and on YouTube at

01:01:37.846 --> 01:01:39.005
The Dave Kittle Show.

01:01:39.326 --> 01:01:42.467
And follow Jimmy McKay at PT Podcasts on

01:01:42.487 --> 01:01:43.646
YouTube, the socials,

01:01:43.726 --> 01:01:45.527
and wherever you binge podcasts you

01:01:45.547 --> 01:01:47.208
pretend are for CEUs.

01:01:47.507 --> 01:01:48.967
And hey, just a reminder,

01:01:49.427 --> 01:01:50.728
none of this was for advice.

01:01:50.788 --> 01:01:52.068
This was for entertainment only.

01:01:52.527 --> 01:01:53.929
Our lawyers say that counts.

01:01:53.989 --> 01:01:54.748
Thanks, Keith.