The Art of Communication and Storytelling in Patient Care

WEBVTT00:00:02.076 --> 00:00:04.658And we're back in more ways than one.00:00:04.719 --> 00:00:05.679It's the, you know,00:00:05.759 --> 00:00:07.801the cliche radio thing to00:00:07.860 --> 00:00:08.702say when you're back from00:00:08.742 --> 00:00:09.881commercial break or whatever,00:00:09.922 --> 00:00:10.903but it's also a thing to00:00:10.942 --> 00:00:12.384say when you're back from CSM.00:00:12.423 --> 00:00:13.625I just flew back from Boston00:00:13.644 --> 00:00:14.865and boy are my arms tired.00:00:16.260 --> 00:00:16.881That was a lot of work.00:00:17.501 --> 00:00:19.463At least you didn't have to fly to Texas.00:00:19.643 --> 00:00:19.922Otherwise,00:00:19.963 --> 00:00:21.425your arms would be really tired.00:00:21.625 --> 00:00:22.365That's next year.00:00:22.466 --> 00:00:23.847Next year is Texas.00:00:24.227 --> 00:00:24.888It sure is.00:00:24.908 --> 00:00:26.489Yeah.00:00:26.609 --> 00:00:28.190Elise, the OncoPT.00:00:28.431 --> 00:00:28.992I'm Jimmy.00:00:29.772 --> 00:00:31.454I work for PT Podcast, which is me.00:00:31.474 --> 00:00:32.054I work for myself.00:00:33.015 --> 00:00:33.816We did CSM,00:00:33.835 --> 00:00:35.756which is APTA's combined00:00:35.777 --> 00:00:36.517sections meeting the00:00:36.557 --> 00:00:37.357largest gathering of00:00:37.398 --> 00:00:39.238physical therapists in the world.00:00:39.459 --> 00:00:40.238That is verified.00:00:40.719 --> 00:00:41.619I believe the final tally00:00:41.659 --> 00:00:42.859was somewhere just north of00:00:42.859 --> 00:00:44.48116,000 physical therapists00:00:44.521 --> 00:00:47.442getting together in nice balmy Boston,00:00:48.003 --> 00:00:49.423Massachusetts in February.00:00:50.853 --> 00:00:51.914Highlights from the conference.00:00:52.274 --> 00:00:53.094What'd you take away?00:00:53.155 --> 00:00:54.395What were things that you were like, yeah,00:00:54.435 --> 00:00:55.396this is on my highlight00:00:55.415 --> 00:00:57.636reel besides the things that we could,00:00:57.655 --> 00:00:59.756let's just get, I mean, seeing friends,00:00:59.856 --> 00:01:00.557rubbing elbows,00:01:00.616 --> 00:01:02.378making new ones that00:01:02.417 --> 00:01:03.597happens every conference.00:01:04.218 --> 00:01:04.498Right.00:01:04.519 --> 00:01:05.239So what were some of the00:01:05.278 --> 00:01:07.060things that happened outside of that?00:01:07.099 --> 00:01:07.780Cause those are nice.00:01:08.742 --> 00:01:09.584This was the first00:01:09.623 --> 00:01:10.965conference that I genuinely00:01:11.025 --> 00:01:12.766felt confident enough in00:01:13.087 --> 00:01:14.408what I know and understand00:01:14.447 --> 00:01:16.468about oncology to go to00:01:16.650 --> 00:01:18.450non-oncology programming.00:01:19.212 --> 00:01:21.754And I feel like the more00:01:21.894 --> 00:01:24.676well-rounded aspect, you know,00:01:24.736 --> 00:01:25.456and that's why we call it00:01:25.477 --> 00:01:26.757the combined sections meeting, right?00:01:26.977 --> 00:01:27.918All the academies and00:01:27.959 --> 00:01:29.159sections are meeting and00:01:29.180 --> 00:01:30.381putting on programming sessions.00:01:30.760 --> 00:01:32.543But I think there was so00:01:32.602 --> 00:01:35.004much that I learned that I00:01:35.103 --> 00:01:37.465can take back for my00:01:37.506 --> 00:01:39.186oncology patients who, you know,00:01:39.326 --> 00:01:41.049they don't just have cancer, right?00:01:41.088 --> 00:01:41.868They have all the things.00:01:41.909 --> 00:01:43.049They have a heart.00:01:43.150 --> 00:01:44.450They have a pelvic floor.00:01:44.870 --> 00:01:46.412And there was a lot that I00:01:46.453 --> 00:01:48.334felt like I learned that was really,00:01:48.373 --> 00:01:49.355really applicable and is00:01:49.375 --> 00:01:50.435going to help me be a more00:01:50.615 --> 00:01:51.816well-rounded clinician.00:01:51.835 --> 00:01:52.436Yeah.00:01:53.634 --> 00:01:54.974Um, something that I picked up,00:01:55.355 --> 00:01:56.397I did a lot of interviewing.00:01:56.477 --> 00:01:58.197Obviously I didn't get to attend as many,00:01:58.659 --> 00:01:59.399um, sessions.00:01:59.679 --> 00:02:01.381I gave a session on communications.00:02:01.561 --> 00:02:03.302It was pretty, I thought well received,00:02:03.382 --> 00:02:03.602right?00:02:03.703 --> 00:02:04.724No one threw anything at me,00:02:04.743 --> 00:02:05.463which is always good.00:02:06.385 --> 00:02:08.926Um, mine, I'm going to redo that session.00:02:08.986 --> 00:02:10.427So I'm pulling a Taylor Swift.00:02:10.769 --> 00:02:12.330So excited for this.00:02:12.569 --> 00:02:15.573Here's my Taylor Swift move, which is, Hey,00:02:15.932 --> 00:02:17.354her masters were sold or00:02:17.394 --> 00:02:19.036her catalog was sold to someone.00:02:19.116 --> 00:02:20.377She was like, that's not cool.00:02:21.271 --> 00:02:21.731And then,00:02:21.752 --> 00:02:24.274do you know the backstory on this?00:02:24.554 --> 00:02:26.455Kelly Clarkson tweeted at00:02:26.496 --> 00:02:28.597Taylor Swift and was like, you know,00:02:28.616 --> 00:02:29.578it'd be a shame if you went00:02:29.617 --> 00:02:30.337into the studio and00:02:30.377 --> 00:02:31.558re-recorded all your songs00:02:31.579 --> 00:02:32.340because then they would be00:02:32.400 --> 00:02:33.460new versions and they would00:02:33.479 --> 00:02:34.061belong to you.00:02:35.420 --> 00:02:36.662So I'm not doing this to go00:02:36.701 --> 00:02:38.203behind APTA's back.00:02:38.383 --> 00:02:40.245I'm doing it to make what00:02:40.284 --> 00:02:41.506I'm saying more accessible.00:02:42.247 --> 00:02:43.106And it's sort of meta00:02:43.146 --> 00:02:45.949because in my presentation, I was like,00:02:45.990 --> 00:02:47.570hey, it was to researchers.00:02:47.591 --> 00:02:48.651It was the Academy of Research.00:02:49.391 --> 00:02:50.573And I was like, you're researchers,00:02:50.633 --> 00:02:51.894you do a bunch of research,00:02:52.094 --> 00:02:53.235and then you get published,00:02:54.175 --> 00:02:54.937and you're done.00:02:55.888 --> 00:02:57.110And I'm like, but you're not done.00:02:57.729 --> 00:02:59.932From my view, you need to promote that.00:03:00.433 --> 00:03:01.375No one else does that.00:03:01.715 --> 00:03:02.997The journal's responsibility00:03:03.016 --> 00:03:04.399is to publish it in a journal.00:03:04.498 --> 00:03:05.680They are essentially,00:03:05.699 --> 00:03:06.581they might do a couple of things.00:03:07.021 --> 00:03:08.304They are essentially done.00:03:09.433 --> 00:03:11.795They're not banging the drum for you,00:03:13.157 --> 00:03:13.537with you.00:03:13.637 --> 00:03:13.978They're not.00:03:14.418 --> 00:03:16.500So I needed to set the problem,00:03:16.520 --> 00:03:17.901which is you set out on00:03:17.920 --> 00:03:19.201this journey to record or00:03:19.241 --> 00:03:21.463to do research because you wanted people,00:03:22.084 --> 00:03:22.865you wanted to achieve00:03:22.925 --> 00:03:24.006understanding with people.00:03:24.286 --> 00:03:25.747And I want to be very understanding.00:03:25.766 --> 00:03:27.027Does that mean someone does00:03:27.087 --> 00:03:28.348something that you want them to do,00:03:28.710 --> 00:03:30.050believes something that you00:03:30.070 --> 00:03:30.550want them to do?00:03:30.890 --> 00:03:32.393It's that you have an understanding,00:03:32.612 --> 00:03:32.752right?00:03:32.772 --> 00:03:34.473I don't need you to like this or buy this,00:03:34.895 --> 00:03:36.116but we have to be on the same page.00:03:36.635 --> 00:03:36.776Right.00:03:37.276 --> 00:03:38.056So you did that.00:03:38.277 --> 00:03:39.318And then we need to00:03:39.359 --> 00:03:40.479understand that you just00:03:40.560 --> 00:03:42.681publishing isn't the end zone.00:03:42.942 --> 00:03:43.322It's not.00:03:45.104 --> 00:03:47.145When so at the conference,00:03:47.485 --> 00:03:49.687I was in a session and it was a really,00:03:49.728 --> 00:03:50.568really good session.00:03:50.628 --> 00:03:52.330And one of the comments made, you know,00:03:52.371 --> 00:03:53.972the oft cited statistic of00:03:54.492 --> 00:03:56.974it takes 17 years before, you know,00:03:57.194 --> 00:03:58.355from when research comes00:03:58.455 --> 00:03:59.456out to when it's really,00:03:59.537 --> 00:04:00.617truly implemented,00:04:00.717 --> 00:04:02.080like in the clinical setting.00:04:02.699 --> 00:04:05.640And so someone got up and was, you know,00:04:05.681 --> 00:04:06.320talking about,00:04:06.341 --> 00:04:07.901and it was probably from a00:04:07.961 --> 00:04:09.722researcher's perspective of, you know,00:04:09.842 --> 00:04:12.883we've published two articles in, you know,00:04:12.923 --> 00:04:14.002journals on this topic.00:04:14.082 --> 00:04:15.683We did this, we did this.00:04:16.084 --> 00:04:17.163And I don't know that it was00:04:17.223 --> 00:04:19.105the exact same time as your presentation,00:04:19.144 --> 00:04:19.404Jimmy,00:04:19.444 --> 00:04:22.766but it was so timely in that across00:04:22.805 --> 00:04:24.725the convention center somewhere, or,00:04:24.766 --> 00:04:24.966you know,00:04:25.007 --> 00:04:26.026at one of the hotels you were00:04:26.086 --> 00:04:27.687presenting on this exact topic.00:04:28.146 --> 00:04:29.247And I think with that,00:04:30.127 --> 00:04:32.088What communicates to us is00:04:32.709 --> 00:04:33.809this information,00:04:34.189 --> 00:04:36.170even though it was presented at CSM,00:04:36.209 --> 00:04:37.589which is probably the00:04:37.629 --> 00:04:38.470largest audience of00:04:38.490 --> 00:04:39.391physical therapists that we00:04:39.411 --> 00:04:40.571can get in any one place at00:04:40.630 --> 00:04:41.690one time physically,00:04:42.310 --> 00:04:43.911it's still not enough to00:04:44.112 --> 00:04:45.632reach the masses.00:04:45.752 --> 00:04:46.853And so when you put that00:04:46.913 --> 00:04:48.192poll up or whatever on00:04:48.692 --> 00:04:50.014Twitter X the other day and said,00:04:50.334 --> 00:04:50.973should I do it?00:04:52.298 --> 00:04:54.399mean I all over that cannot00:04:54.439 --> 00:04:55.259wait for that to come out00:04:55.281 --> 00:04:57.100because it's so necessary00:04:57.120 --> 00:04:58.562we're big dumb humans we00:04:58.581 --> 00:04:59.422need to be reminded of00:04:59.463 --> 00:05:00.983something and coaxed right00:05:01.023 --> 00:05:01.803tell your kid to clean00:05:01.843 --> 00:05:02.603their room do you think00:05:02.624 --> 00:05:03.504they do it the first time00:05:03.543 --> 00:05:04.524of course not but adults00:05:04.584 --> 00:05:05.966are not different on that00:05:05.985 --> 00:05:07.026we need to be coaxed into00:05:07.065 --> 00:05:09.206things and research is no00:05:09.226 --> 00:05:10.088different because you're00:05:10.267 --> 00:05:11.208asking someone and here's00:05:11.247 --> 00:05:12.528how I do it as a parallel00:05:12.548 --> 00:05:14.769to a relationship if you00:05:14.810 --> 00:05:16.430were to you have coffee00:05:16.451 --> 00:05:17.130with someone you meet00:05:17.151 --> 00:05:18.271someone you have coffee and00:05:18.291 --> 00:05:18.971then you get married00:05:19.973 --> 00:05:20.853And that's not how it happens.00:05:20.874 --> 00:05:21.915There are some steps in between there,00:05:22.235 --> 00:05:22.375right?00:05:23.235 --> 00:05:24.475You publishing something,00:05:25.555 --> 00:05:26.757sharing the link on Twitter00:05:27.036 --> 00:05:28.358or Facebook or emailing it00:05:28.398 --> 00:05:29.817to someone is one way.00:05:30.478 --> 00:05:32.379But also how you're doing that thing,00:05:33.019 --> 00:05:33.240right?00:05:33.680 --> 00:05:36.500Like, I tell people all the time,00:05:36.560 --> 00:05:37.620if your post or your video00:05:37.641 --> 00:05:39.422starts off with I, you lost.00:05:39.442 --> 00:05:39.461I...00:05:42.002 --> 00:05:43.064worked on it I published an00:05:43.204 --> 00:05:45.444article in whatever on this00:05:45.464 --> 00:05:47.406I it's out if you start00:05:47.447 --> 00:05:49.028with you it's an easier00:05:49.048 --> 00:05:50.988mindset shift you can learn00:05:51.028 --> 00:05:52.810how to do blank for blank00:05:53.129 --> 00:05:54.411easier you can learn blank00:05:54.451 --> 00:05:55.651to do blank for blank00:05:56.252 --> 00:05:58.754faster cheaper frame it00:05:58.834 --> 00:05:59.913from a me perspective00:05:59.935 --> 00:06:01.035because we're all big dumb00:06:01.095 --> 00:06:02.076animals and we're trying to00:06:02.175 --> 00:06:03.036sort through all the00:06:03.076 --> 00:06:04.036different messages that we00:06:04.076 --> 00:06:05.038get every single day00:06:06.298 --> 00:06:07.338on how is this going to help00:06:07.358 --> 00:06:08.579me become a better version of me.00:06:09.180 --> 00:06:10.101So if Elise said,00:06:10.562 --> 00:06:12.144I released a course on00:06:12.343 --> 00:06:14.286something in oncology PT,00:06:14.346 --> 00:06:14.887like that's good.00:06:15.067 --> 00:06:15.708Okay, good for you.00:06:15.728 --> 00:06:16.127Hey, good.00:06:16.187 --> 00:06:16.608I'll clap.00:06:16.968 --> 00:06:17.569Good for you, Elise.00:06:18.230 --> 00:06:19.612If you frame it, if you would,00:06:20.132 --> 00:06:22.435you can become better at00:06:22.514 --> 00:06:23.937this in half the time.00:06:24.257 --> 00:06:25.197Now you have my attention.00:06:25.317 --> 00:06:26.059You have a chance.00:06:26.939 --> 00:06:28.141and I'm just saying frame it00:06:28.161 --> 00:06:31.101differently so I frame the00:06:31.201 --> 00:06:32.302argument or the problem00:06:32.822 --> 00:06:34.062you're a researcher you do00:06:34.122 --> 00:06:35.002research you public's00:06:35.043 --> 00:06:35.944research you're done but00:06:36.303 --> 00:06:38.264you're not done and then I00:06:38.305 --> 00:06:39.444come to their rescue or at00:06:39.485 --> 00:06:40.805least I explain why I'm00:06:40.826 --> 00:06:41.206like you're not00:06:41.245 --> 00:06:42.466incentivized to do this you00:06:42.487 --> 00:06:43.247don't have the tools of00:06:43.286 --> 00:06:44.226training over time you00:06:44.247 --> 00:06:44.947don't have the people the00:06:44.968 --> 00:06:47.528product of the process um00:06:48.752 --> 00:06:50.273But I can show you how to do it.00:06:50.952 --> 00:06:52.173There are people who exist00:06:52.213 --> 00:06:52.935in this world called00:06:52.975 --> 00:06:53.915science communicators that00:06:53.935 --> 00:06:55.196you can hire or partner with.00:06:55.255 --> 00:06:56.416Or if you're at a major university,00:06:56.437 --> 00:06:57.517you might have those people.00:06:59.079 --> 00:07:00.120So I wanted to point that out.00:07:00.199 --> 00:07:02.380And then my co-presenter, Sheila,00:07:03.161 --> 00:07:03.922is a researcher.00:07:04.182 --> 00:07:05.603She picked a random paper00:07:05.923 --> 00:07:06.663and we did research.00:07:07.267 --> 00:07:09.170all the things you know made00:07:09.211 --> 00:07:11.634a video and turned some of00:07:11.673 --> 00:07:13.997the um research findings00:07:14.038 --> 00:07:15.439into a linkedin article at00:07:15.480 --> 00:07:16.300the bottom there's a link00:07:16.321 --> 00:07:17.461to the full paper so I00:07:17.482 --> 00:07:17.903don't want to do a00:07:17.963 --> 00:07:19.245theoretical like you know00:07:20.237 --> 00:07:21.577um campaign about a paper00:07:21.617 --> 00:07:22.838about widgets I wanted to00:07:22.898 --> 00:07:24.098do about a real thing so00:07:24.119 --> 00:07:25.298I'm redoing that today at00:07:25.459 --> 00:07:26.879noon so in like an hour I'm00:07:26.920 --> 00:07:28.319just gonna jump on and be00:07:28.399 --> 00:07:29.540my part of the presentation00:07:30.000 --> 00:07:31.180and she is also going to00:07:31.201 --> 00:07:32.461eventually do her part of00:07:32.482 --> 00:07:33.781the presentation and we're00:07:33.802 --> 00:07:34.223going to share it on00:07:34.262 --> 00:07:35.163youtube then it's going to00:07:35.202 --> 00:07:36.723live there forever and ever00:07:36.744 --> 00:07:38.584and ever until a meteor00:07:38.624 --> 00:07:40.245strikes earth and and kills00:07:40.285 --> 00:07:41.725everything and youtube but00:07:41.785 --> 00:07:42.766it forever that's why00:07:43.386 --> 00:07:44.646right but it's going to be00:07:44.687 --> 00:07:45.887there and it's searchable00:07:45.987 --> 00:07:46.526and it's the world's00:07:46.547 --> 00:07:48.067largest search engine which00:07:48.108 --> 00:07:49.067is owned by the world's00:07:49.528 --> 00:07:50.189sorry youtube is the00:07:50.228 --> 00:07:50.968world's second largest00:07:50.988 --> 00:07:51.649search engine which is00:07:51.709 --> 00:07:52.449owned by google which is00:07:52.470 --> 00:07:53.949the world's first largest00:07:54.110 --> 00:07:55.310search engine so it's fine00:07:56.271 --> 00:07:57.071so I'm going to do it today00:07:57.411 --> 00:07:58.591and likely no one's going00:07:58.612 --> 00:07:59.632to watch it live maybe some00:07:59.651 --> 00:08:00.833people watch it live maybe00:08:01.492 --> 00:08:03.033but that's okay and every00:08:03.074 --> 00:08:04.314day after that this thing00:08:04.394 --> 00:08:05.774exists so I am planting00:08:05.814 --> 00:08:07.435seeds and if to me I said I00:08:07.475 --> 00:08:08.115had a room full of a00:08:08.175 --> 00:08:09.076hundred people right so00:08:09.096 --> 00:08:09.776there are a hundred people00:08:09.815 --> 00:08:11.336my president I knew two00:08:12.442 --> 00:08:13.642Two were actually going to00:08:13.663 --> 00:08:14.343listen to what I said.00:08:14.504 --> 00:08:15.244I was okay with that.00:08:16.103 --> 00:08:17.165The rest of them understood00:08:17.185 --> 00:08:17.904and agreed with me,00:08:18.185 --> 00:08:19.245but I understood math.00:08:19.745 --> 00:08:21.245Two were actually going to do it.00:08:21.567 --> 00:08:22.367And I was like, okay,00:08:23.127 --> 00:08:25.148I'm standing here anyway, so great.00:08:25.327 --> 00:08:25.807We'll do this,00:08:25.867 --> 00:08:27.269and two people will actually do it.00:08:27.728 --> 00:08:29.050A hundred of you nodded and agreed,00:08:29.089 --> 00:08:30.509but two actually were going to do it.00:08:30.529 --> 00:08:30.730I'm like,00:08:30.949 --> 00:08:32.150I like them odds because I'm00:08:32.230 --> 00:08:33.390realistic about those odds.00:08:33.591 --> 00:08:35.091So that's how my CSM went.00:08:36.038 --> 00:08:36.278You know,00:08:36.379 --> 00:08:37.580and I want to pull out a couple00:08:37.600 --> 00:08:38.341of things that you said00:08:38.380 --> 00:08:39.322that are really important.00:08:39.383 --> 00:08:40.524So number one,00:08:40.703 --> 00:08:41.926I want to commend you on the00:08:41.946 --> 00:08:43.288fact that not only did you00:08:43.347 --> 00:08:45.330present this as here's the problem,00:08:45.910 --> 00:08:46.893you didn't stop there, right?00:08:46.932 --> 00:08:49.355You said, here's how we fix the problem,00:08:49.395 --> 00:08:50.297but not just...00:08:51.018 --> 00:08:51.677theoretically,00:08:51.738 --> 00:08:54.059how we fix the problem is this.00:08:54.440 --> 00:08:56.280You then broke it down with an example.00:08:56.461 --> 00:08:58.243And I mean, when we're working,00:08:58.523 --> 00:09:00.024let's take it to patient care.00:09:00.384 --> 00:09:01.085When we're working with00:09:01.125 --> 00:09:02.044patients and we say,00:09:02.144 --> 00:09:04.567we need to strengthen blah, blah, blah,00:09:04.626 --> 00:09:04.787right?00:09:04.807 --> 00:09:05.888Whatever we're working on.00:09:06.368 --> 00:09:08.249We don't just tell them, hey,00:09:08.308 --> 00:09:10.130you need to strengthen this muscle.00:09:11.038 --> 00:09:11.658See you next week.00:09:12.479 --> 00:09:14.081We provide them with, you know,00:09:14.280 --> 00:09:16.543an exact method by which to do that.00:09:16.643 --> 00:09:19.164And not only do we just say, here's,00:09:19.304 --> 00:09:21.346you know, here's a handout, right?00:09:21.386 --> 00:09:23.028Or we shouldn't be saying here's a handout,00:09:23.388 --> 00:09:25.809but then we demonstrate it for them.00:09:25.909 --> 00:09:27.851We demonstrate it with them.00:09:28.052 --> 00:09:28.873We are, you know,00:09:28.972 --> 00:09:30.274cuing them through00:09:30.413 --> 00:09:31.754different methods on like, you know,00:09:32.135 --> 00:09:33.517here's how to do it.00:09:33.557 --> 00:09:34.457Here's different, you know,00:09:34.498 --> 00:09:35.719ways not to do it, et cetera.00:09:35.759 --> 00:09:38.081We don't just leave it at random.00:09:38.620 --> 00:09:39.601Here's the problem.00:09:40.121 --> 00:09:42.102Here's the theoretical fix00:09:42.123 --> 00:09:42.783with our clients.00:09:42.923 --> 00:09:44.423Why are we trying to do that00:09:45.063 --> 00:09:46.504in the research realm too?00:09:46.644 --> 00:09:48.405Like if we're trying to get clinicians,00:09:48.605 --> 00:09:49.346ideally, right?00:09:49.405 --> 00:09:50.927We're trying to get us to00:09:51.027 --> 00:09:52.567implement something in our practice.00:09:53.028 --> 00:09:56.129If we just put out a paper that says,00:09:57.519 --> 00:09:58.721this works, this is how to do it.00:09:59.500 --> 00:10:00.621You're right.00:10:00.822 --> 00:10:01.562As humans,00:10:02.743 --> 00:10:03.884there are too many competing00:10:03.903 --> 00:10:05.684messages and so much other00:10:05.725 --> 00:10:06.686stuff that we have to do to00:10:06.826 --> 00:10:07.885just kind of stay alive on00:10:07.905 --> 00:10:08.846a day-to-day basis.00:10:09.027 --> 00:10:10.347It's not going to make its00:10:10.388 --> 00:10:11.989way into practice in a timely fashion.00:10:12.009 --> 00:10:13.068It's going to ruffle a lot00:10:13.089 --> 00:10:14.710of feathers right now, okay?00:10:15.250 --> 00:10:17.231But I'll sum up what you just said.00:10:17.711 --> 00:10:19.253We are not in tell business.00:10:19.773 --> 00:10:20.793We are in show business.00:10:21.053 --> 00:10:21.354Oh, I love that.00:10:21.374 --> 00:10:22.595And that is not to minimize00:10:22.674 --> 00:10:23.855that there's scientific00:10:24.436 --> 00:10:25.817evidence and rigor and that00:10:25.836 --> 00:10:27.317we're not just vapid people00:10:27.825 --> 00:10:28.966I'm not trying to lump us in00:10:29.005 --> 00:10:30.166with the Kardashians,00:10:30.265 --> 00:10:31.746although they are slick business people.00:10:31.807 --> 00:10:32.706If you really want to get to00:10:32.726 --> 00:10:33.287the bottom of it,00:10:33.326 --> 00:10:34.148they understand how to00:10:34.168 --> 00:10:34.888capture attention and00:10:34.908 --> 00:10:36.869monetize that living out of themselves.00:10:37.849 --> 00:10:38.690You're in show business.00:10:38.850 --> 00:10:40.269You would not, as you just said,00:10:40.910 --> 00:10:41.951tell someone about an00:10:42.431 --> 00:10:43.692exercise you would show them.00:10:44.658 --> 00:10:45.440So in research,00:10:45.480 --> 00:10:46.900you're not telling me what you found.00:10:46.941 --> 00:10:48.783I need you to show me what you found.00:10:48.802 --> 00:10:49.764I think I had a slide that00:10:49.903 --> 00:10:52.044came up and I try to say00:10:52.066 --> 00:10:54.147the same thing 15 different ways, right?00:10:54.167 --> 00:10:55.248Because one or two of those00:10:55.288 --> 00:10:56.809are going to resonate and 13 might not.00:10:56.929 --> 00:10:57.971I understand how odds work.00:10:58.591 --> 00:11:00.613And I said, don't tell me about a story.00:11:00.712 --> 00:11:01.933I want you to tell me a story.00:11:02.114 --> 00:11:04.495And the difference is when00:11:04.535 --> 00:11:05.657you tell me a story versus00:11:05.677 --> 00:11:06.798tell me about a story,00:11:07.599 --> 00:11:09.321when you tell me the story, I see...00:11:11.027 --> 00:11:11.447nuance.00:11:11.589 --> 00:11:12.410I can picture it.00:11:12.611 --> 00:11:14.176I can see myself in that story.00:11:14.255 --> 00:11:15.659If I say to you right now,00:11:15.700 --> 00:11:16.903at least we didn't prepare this,00:11:16.923 --> 00:11:18.167but I say Goldilocks.00:11:18.910 --> 00:11:21.211You understand what I'm telling you.00:11:21.331 --> 00:11:22.611Don't touch other people's stuff.00:11:22.851 --> 00:11:24.692If I tell you the three bears, it's,00:11:25.352 --> 00:11:25.653listen,00:11:25.993 --> 00:11:27.253sacrifice now to plan for the00:11:27.293 --> 00:11:28.173future because eventually00:11:28.192 --> 00:11:29.373the big bad wolf is coming.00:11:29.793 --> 00:11:31.453There's a reason that fairy00:11:31.494 --> 00:11:32.714tales and things that we do00:11:32.754 --> 00:11:34.654for kids are based in stories.00:11:35.754 --> 00:11:36.774And then look at movies.00:11:37.075 --> 00:11:39.576Every movie is a transformation story.00:11:39.676 --> 00:11:40.615And when it's not,00:11:40.775 --> 00:11:42.096it's just a bunch of things00:11:42.155 --> 00:11:42.817that happened.00:11:43.356 --> 00:11:44.797But when there's a common thread,00:11:45.216 --> 00:11:46.336we can wrap our heads around them.00:11:46.577 --> 00:11:47.837So don't tell me a story.00:11:49.067 --> 00:11:50.308Sorry, don't tell me about a story.00:11:50.369 --> 00:11:52.110I want you to tell me the story.00:11:52.191 --> 00:11:53.272The story has a beginning, middle,00:11:53.292 --> 00:11:53.591and end.00:11:53.913 --> 00:11:54.933There's a reason for it.00:11:55.193 --> 00:11:56.115It was either to educate me00:11:56.174 --> 00:11:56.735or entertain me.00:11:57.436 --> 00:11:58.876And I break that down for researchers too.00:11:59.258 --> 00:11:59.937I understand that there's00:11:59.977 --> 00:12:00.778lots of things that you can00:12:00.798 --> 00:12:02.581do with phones and computers and cameras,00:12:02.620 --> 00:12:03.481microphones these days.00:12:03.701 --> 00:12:04.241There's only two.00:12:05.143 --> 00:12:06.644You can educate me, make me smarter,00:12:07.105 --> 00:12:07.966or you can entertain me.00:12:09.056 --> 00:12:10.618appease my animal brain.00:12:11.018 --> 00:12:11.999I like what's happening.00:12:12.038 --> 00:12:13.379I'm giggling or I'm scared,00:12:13.440 --> 00:12:15.282whatever those things are.00:12:15.302 --> 00:12:16.322Or, but wait, there's more.00:12:16.602 --> 00:12:17.484There's a third thing.00:12:17.784 --> 00:12:19.206Can you be entertaining and00:12:19.265 --> 00:12:20.527educational at the same time?00:12:21.347 --> 00:12:22.168People that can...00:12:22.748 --> 00:12:25.109can capture attention and00:12:25.809 --> 00:12:26.750unless I capture your00:12:26.769 --> 00:12:27.510attention I don't have a00:12:27.551 --> 00:12:29.831chance so I sort of you00:12:29.851 --> 00:12:30.993know gave researchers a00:12:31.033 --> 00:12:32.714little bit of grief I was00:12:32.734 --> 00:12:33.573like please do not just00:12:33.594 --> 00:12:34.934take a screenshot of your00:12:35.075 --> 00:12:36.535abstract put it on00:12:36.576 --> 00:12:37.797instagram and think that's00:12:37.836 --> 00:12:39.118communication that's that00:12:39.158 --> 00:12:40.418is communication that's bad00:12:40.477 --> 00:12:41.639communication that's00:12:41.739 --> 00:12:43.360telling me about a story00:12:43.580 --> 00:12:44.740don't tell me about a story00:12:45.260 --> 00:12:45.981tell me a story00:12:46.542 --> 00:12:47.202And then I sort of went00:12:47.222 --> 00:12:48.403through each social00:12:48.445 --> 00:12:49.785platform because these are tools.00:12:49.946 --> 00:12:50.366And I was like,00:12:50.407 --> 00:12:51.528here's how this one is used.00:12:51.849 --> 00:12:52.769What works on Twitter00:12:52.830 --> 00:12:53.951wouldn't work on Instagram.00:12:54.072 --> 00:12:54.652Here's why.00:12:54.832 --> 00:12:56.514One is very visual and one is very text.00:12:56.975 --> 00:12:58.596I was like, I can relate.00:12:58.618 --> 00:12:59.698This isn't your jam.00:13:00.700 --> 00:13:01.822Your jam is research.00:13:02.860 --> 00:13:03.701But these are tools.00:13:03.740 --> 00:13:05.402And if you understand the physics of them,00:13:05.842 --> 00:13:07.082why you set out in the00:13:07.163 --> 00:13:08.524first place to achieve00:13:08.563 --> 00:13:11.466understanding is easier to achieve.00:13:11.666 --> 00:13:12.046That's it.00:13:12.706 --> 00:13:12.966You know,00:13:12.985 --> 00:13:15.147and I did it in a mock football game.00:13:15.167 --> 00:13:15.868Did I tell you about this?00:13:16.467 --> 00:13:16.648Yeah.00:13:16.927 --> 00:13:18.249Mock football game, right?00:13:18.428 --> 00:13:19.110And I had them,00:13:19.429 --> 00:13:21.051the team science versus00:13:21.091 --> 00:13:22.571team pseudoscience, the quacks.00:13:24.251 --> 00:13:25.452I had team science about to00:13:25.493 --> 00:13:26.472win the game and they took00:13:26.513 --> 00:13:28.413a knee on the 17 yard line, right?00:13:28.433 --> 00:13:29.875You guys were so close.00:13:29.914 --> 00:13:30.615You guys were so close.00:13:30.635 --> 00:13:31.275Why'd you stop?00:13:31.817 --> 00:13:33.399Oh my God, that's so good.00:13:33.419 --> 00:13:34.880I thought this was as far as00:13:34.921 --> 00:13:35.721we were supposed to go.00:13:35.782 --> 00:13:37.423My goal is to get published, right?00:13:37.462 --> 00:13:38.924No, it's not actually a goal.00:13:38.945 --> 00:13:40.405Your goal is to achieve understanding.00:13:40.886 --> 00:13:41.567And I think if we,00:13:41.768 --> 00:13:42.969a little bit of a mindset shift,00:13:42.989 --> 00:13:43.609I don't think it's going to00:13:43.629 --> 00:13:44.169change the world,00:13:44.490 --> 00:13:45.650but it might change a few00:13:45.691 --> 00:13:47.592people's belief and understanding of it.00:13:48.153 --> 00:13:48.854And then maybe that's,00:13:49.174 --> 00:13:49.754I don't think we're going00:13:49.774 --> 00:13:51.115to take 17 years from00:13:51.437 --> 00:13:53.678published to practice down to zero.00:13:54.676 --> 00:13:55.977But maybe we knock a couple00:13:56.038 --> 00:13:56.577years off that.00:13:56.739 --> 00:13:58.240I also did hear from someone,00:13:58.260 --> 00:14:00.003I think his name is Roderick,00:14:00.643 --> 00:14:01.504commented on Facebook.00:14:01.605 --> 00:14:02.725And he was like, he made me think,00:14:02.765 --> 00:14:03.147he was like,00:14:03.706 --> 00:14:05.428there is a good reason it takes a while00:14:06.572 --> 00:14:07.754a good reason in that delay,00:14:07.793 --> 00:14:08.815which is not everything00:14:08.835 --> 00:14:10.254that comes out is immediately adopted,00:14:10.375 --> 00:14:11.735which I was like, that's a great point.00:14:12.076 --> 00:14:13.557I like that buffer, which,00:14:13.898 --> 00:14:15.318which allows for a lot of people,00:14:15.418 --> 00:14:17.100a lot of things to be weeded out, right?00:14:17.220 --> 00:14:18.301Here's this new thing.00:14:18.740 --> 00:14:19.721Everybody jumps on it.00:14:19.782 --> 00:14:20.741That's not good either.00:14:21.243 --> 00:14:23.344But I think he and I both agreed 17 years.00:14:23.644 --> 00:14:25.605That's a, that's feels a little long.00:14:26.306 --> 00:14:27.687right and we're all saying00:14:27.807 --> 00:14:29.047research not just stuff00:14:29.287 --> 00:14:30.368like this was peer-reviewed00:14:30.427 --> 00:14:32.509research which has more00:14:32.568 --> 00:14:33.589rigor than like I have a00:14:33.629 --> 00:14:34.589new thing and then I run an00:14:34.708 --> 00:14:35.610ad and people buy it and00:14:35.649 --> 00:14:36.850everybody does it so I00:14:36.889 --> 00:14:37.650think we're never going to00:14:37.671 --> 00:14:39.250go from 17 to zero I think00:14:39.291 --> 00:14:40.072it'd probably be good if00:14:40.491 --> 00:14:41.412it's good to have a little00:14:41.451 --> 00:14:42.633delay right to see if00:14:42.773 --> 00:14:43.852things out there but I00:14:43.893 --> 00:14:45.094think less than 17 is00:14:45.193 --> 00:14:46.693optimal so in my lifetime00:14:46.734 --> 00:14:47.955would I like to see that 1700:14:47.955 --> 00:14:49.796down to 10 or maybe less00:14:49.816 --> 00:14:51.115than 10 yes did we get it00:14:51.135 --> 00:14:52.897to a single digit number like00:14:53.857 --> 00:14:55.720I'll ask a researcher.00:14:55.740 --> 00:14:56.902That's where I get to say,00:14:57.022 --> 00:14:57.802I don't know the answer,00:14:57.863 --> 00:14:59.245but I know that more00:14:59.284 --> 00:15:00.186research is required.00:15:00.306 --> 00:15:01.528What would be a good amount00:15:01.548 --> 00:15:03.610of time to both get it into00:15:03.671 --> 00:15:04.532practice to help more00:15:04.751 --> 00:15:06.573people faster and also not00:15:06.653 --> 00:15:07.796be something where you just00:15:07.836 --> 00:15:08.797turn the wheel whenever the00:15:08.856 --> 00:15:09.918new fad comes out?00:15:10.318 --> 00:15:12.600So I'm giving my presentation away,00:15:12.779 --> 00:15:13.759a la Taylor Swift.00:15:14.179 --> 00:15:15.179I'm doing that on YouTube.00:15:15.379 --> 00:15:15.980So if you're listening to00:15:16.000 --> 00:15:17.181the podcast and you're like, damn it,00:15:17.260 --> 00:15:17.681I missed it.00:15:17.821 --> 00:15:18.620You didn't because that's00:15:18.640 --> 00:15:19.701how YouTube live streams work.00:15:20.022 --> 00:15:21.062As soon as I'm done with the live stream,00:15:21.322 --> 00:15:22.081it becomes a video.00:15:22.182 --> 00:15:23.863So subscribe to our YouTube00:15:23.883 --> 00:15:25.102channel at PT Podcast.00:15:25.982 --> 00:15:28.364Here's another observation I made.00:15:28.783 --> 00:15:29.904A lot of people were walking00:15:29.945 --> 00:15:31.044around with camera phones.00:15:32.129 --> 00:15:32.870But that's not new.00:15:33.270 --> 00:15:34.850But they were using them to00:15:35.692 --> 00:15:36.631share things and00:15:36.692 --> 00:15:38.072communicate in business and00:15:38.092 --> 00:15:38.793in their practice.00:15:39.113 --> 00:15:40.854So I don't think that I need00:15:40.874 --> 00:15:41.955to yell and scream that00:15:42.115 --> 00:15:43.235communication needs to be00:15:43.274 --> 00:15:44.596in your workflow.00:15:44.655 --> 00:15:45.796These are things you need to do.00:15:45.816 --> 00:15:47.817I think people are understanding that.00:15:47.836 --> 00:15:48.798I think we've achieved or00:15:48.817 --> 00:15:50.599are achieving understanding00:15:51.019 --> 00:15:51.658for clinicians.00:15:51.678 --> 00:15:53.899They're like, I'm not a marketer.00:15:54.039 --> 00:15:55.081I'm not a communicator.00:15:56.004 --> 00:15:57.323And I'm like, we're in show business,00:15:57.364 --> 00:15:58.164not tell business.00:15:58.325 --> 00:16:00.585And that's not to minimize00:16:01.164 --> 00:16:03.405or make vapid or superficial what you do.00:16:03.865 --> 00:16:05.005That is the way to amplify yourself.00:16:05.206 --> 00:16:06.486So I'm seeing a lot more00:16:06.527 --> 00:16:08.287people make explainer videos.00:16:08.547 --> 00:16:11.607And they're getting their heads around, oh,00:16:11.648 --> 00:16:12.967if I can take time to00:16:13.028 --> 00:16:14.248present this in a different00:16:14.288 --> 00:16:17.948way that's digestible and spreadable, man,00:16:18.149 --> 00:16:19.429I multiply myself.00:16:19.610 --> 00:16:20.830Doing a really great video00:16:21.330 --> 00:16:23.610about a new way to transfer00:16:23.630 --> 00:16:24.791a patient or something00:16:25.451 --> 00:16:27.153spending an hour on that video,00:16:28.335 --> 00:16:29.216that video is now being00:16:29.296 --> 00:16:29.876viewed while you're00:16:29.937 --> 00:16:30.898sleeping or while you're00:16:30.918 --> 00:16:31.899treating patients later.00:16:31.960 --> 00:16:33.120It's the only way to truly00:16:33.201 --> 00:16:34.062multiply yourself.00:16:34.923 --> 00:16:35.183Yes.00:16:35.904 --> 00:16:36.184Yes.00:16:36.605 --> 00:16:36.865You know,00:16:37.005 --> 00:16:38.768and this is something that I think is,00:16:39.028 --> 00:16:39.129it's,00:16:39.408 --> 00:16:40.811it's more of a conversation that's00:16:40.831 --> 00:16:42.352been going on in the business world.00:16:42.393 --> 00:16:42.552Like,00:16:43.960 --> 00:16:44.961not PT land,00:16:45.041 --> 00:16:46.121but just kind of other00:16:46.182 --> 00:16:48.243businesses for a long, long time.00:16:48.322 --> 00:16:49.945But we are at this point of,00:16:50.225 --> 00:16:51.765I think PT is finally on00:16:51.865 --> 00:16:54.989the bandwagon of my time is limited.00:16:55.028 --> 00:16:56.009My time is finite.00:16:56.210 --> 00:16:58.331There's one of me and I can00:16:58.390 --> 00:16:59.371spend that time doing00:16:59.672 --> 00:17:01.754one-on-one patient care, which is very,00:17:01.874 --> 00:17:02.715very important.00:17:03.215 --> 00:17:04.016But I know that I'm not00:17:04.056 --> 00:17:05.317going to be able to reach everybody.00:17:05.777 --> 00:17:07.057I know, like you said,00:17:07.377 --> 00:17:08.499you had a hundred people in00:17:08.538 --> 00:17:09.380your presentation,00:17:09.660 --> 00:17:11.902not all 16,000 people at00:17:12.061 --> 00:17:13.583CSM saw your presentation.00:17:14.563 --> 00:17:15.443Would they benefit from it?00:17:16.163 --> 00:17:15.443100%.00:17:16.743 --> 00:17:18.285But not everybody came to that.00:17:18.365 --> 00:17:20.826So how can we take that information?00:17:20.885 --> 00:17:22.646And I really want to commend00:17:22.666 --> 00:17:23.547the clinicians who are00:17:23.646 --> 00:17:25.708doing that because they're00:17:26.367 --> 00:17:28.368showing up for these presentations.00:17:28.388 --> 00:17:29.250They are taking in this00:17:29.309 --> 00:17:30.450information and they are00:17:30.509 --> 00:17:32.030already doing some of that00:17:32.111 --> 00:17:33.951pre-work that you talked about of, hey,00:17:33.991 --> 00:17:35.352researchers, let's get on board.00:17:35.711 --> 00:17:36.673They're kind of doing that00:17:36.792 --> 00:17:38.574digestion and then00:17:39.634 --> 00:17:41.536sending that information out00:17:41.556 --> 00:17:43.717to maybe their colleagues back home,00:17:44.258 --> 00:17:45.818maybe their patients in00:17:45.858 --> 00:17:47.059their private practice.00:17:47.460 --> 00:17:48.641And not only is that the00:17:48.721 --> 00:17:49.961communication of like,00:17:50.001 --> 00:17:51.363what is that information?00:17:51.742 --> 00:17:53.104But I think it's also00:17:53.503 --> 00:17:56.205lending more credibility to00:17:56.306 --> 00:17:58.827that physical therapist, for example,00:17:59.167 --> 00:18:01.690who is going to these things, learning,00:18:01.890 --> 00:18:03.711showing that they're learning and saying,00:18:04.451 --> 00:18:05.873I'm working to get better.00:18:06.354 --> 00:18:07.375And I think that is00:18:07.434 --> 00:18:09.056something that the public00:18:09.496 --> 00:18:11.838is excited to see or should00:18:11.878 --> 00:18:13.519be excited to see that, hey,00:18:13.859 --> 00:18:14.701we're going and we're00:18:14.721 --> 00:18:15.682learning these things and00:18:15.721 --> 00:18:16.583now we're bringing it back00:18:16.623 --> 00:18:18.644to implement in our own communities.00:18:19.065 --> 00:18:19.484Because man,00:18:20.625 --> 00:18:21.885I know I've said this previously,00:18:22.287 --> 00:18:24.646Fort Worth is a big city,00:18:25.027 --> 00:18:26.228but there are times when we00:18:26.307 --> 00:18:27.708are really lacking a lot of00:18:27.827 --> 00:18:29.749necessary healthcare infrastructure,00:18:30.108 --> 00:18:31.209especially in oncology,00:18:31.249 --> 00:18:32.329which again is my world.00:18:32.910 --> 00:18:34.691And so knowing even people00:18:34.730 --> 00:18:36.790in my community are seeing00:18:36.871 --> 00:18:37.951what I'm bringing back,00:18:38.051 --> 00:18:38.912I think is helping to00:18:39.031 --> 00:18:40.231elevate the level of care00:18:40.251 --> 00:18:41.752that we're able to provide.00:18:42.338 --> 00:18:47.542I think it took 1% of any group to do it.00:18:47.863 --> 00:18:50.424And then 2% goes, oh, I should do that.00:18:50.545 --> 00:18:52.506And then 4%, and then 8%, and then 16%.00:18:52.846 --> 00:18:54.086I think it just grows.00:18:54.446 --> 00:18:55.288So I think we're starting to00:18:55.327 --> 00:18:57.628see that where a PT hosting00:18:57.648 --> 00:18:59.770a podcast seven years ago00:18:59.971 --> 00:19:01.672was really cute and weird.00:19:01.932 --> 00:19:03.452And that's nice that you do that.00:19:03.553 --> 00:19:04.473And I got a pat on the head.00:19:05.034 --> 00:19:07.415And now doing that is Jump the Shark.00:19:07.596 --> 00:19:08.375Are you even old enough to00:19:08.395 --> 00:19:09.356know what Jump the Shark is?00:19:09.737 --> 00:19:09.896Nope.00:19:09.978 --> 00:19:11.077I sure don't know what that means.00:19:14.119 --> 00:19:14.460I've got it.00:19:14.500 --> 00:19:14.720All right.00:19:14.759 --> 00:19:16.621So did you ever see the show on reruns,00:19:16.681 --> 00:19:17.020obviously?00:19:17.040 --> 00:19:18.821Because it was before my time, too.00:19:18.842 --> 00:19:19.583But Happy Days?00:19:19.603 --> 00:19:21.223The Fonz?00:19:21.284 --> 00:19:21.564No.00:19:22.203 --> 00:19:23.484No, I know of it.00:19:23.545 --> 00:19:25.266It was the show of the moment,00:19:25.405 --> 00:19:25.986of its time.00:19:26.865 --> 00:19:29.147And when shows stay on the air too long,00:19:29.948 --> 00:19:30.708the writers have to,00:19:30.748 --> 00:19:32.189like... They've sort of, like,00:19:32.308 --> 00:19:33.769told stories of the characters,00:19:33.789 --> 00:19:34.971and they sort of got nowhere to go.00:19:35.371 --> 00:19:37.211Well, one of them was the Fonz, and he was,00:19:37.251 --> 00:19:39.153like, this cool guy who lived...00:19:40.032 --> 00:19:41.553weird over the garage of the00:19:41.653 --> 00:19:43.354family and that the focus00:19:43.394 --> 00:19:44.473the show was the focus on00:19:45.173 --> 00:19:47.154and at some point he wore00:19:47.194 --> 00:19:48.214this leather jacket00:19:48.255 --> 00:19:49.194motorcycle jacket he was00:19:49.214 --> 00:19:50.895like cool right cool hair00:19:51.375 --> 00:19:53.536at some point for some00:19:53.596 --> 00:19:54.396reason in the plot of a00:19:54.457 --> 00:19:56.717show he water ski jumped00:19:56.916 --> 00:20:00.157over a shark to save the day somehow00:20:01.297 --> 00:20:01.856And they were like,00:20:01.957 --> 00:20:02.978this show used to be00:20:03.057 --> 00:20:04.838culturally like the show.00:20:05.459 --> 00:20:06.980And now we got the main character,00:20:07.119 --> 00:20:08.019who's the cool guy.00:20:08.119 --> 00:20:10.422For some reason, somehow the plot was like,00:20:10.481 --> 00:20:11.541you're going to water ski00:20:11.602 --> 00:20:12.682jump over a shark.00:20:13.782 --> 00:20:15.223And that meant we have00:20:15.604 --> 00:20:17.565nothing else to do with these characters.00:20:18.105 --> 00:20:19.665We're now making him jump sharks.00:20:20.666 --> 00:20:21.326It meant the show,00:20:21.366 --> 00:20:22.847like we need to end the show.00:20:22.887 --> 00:20:24.107Like why Seinfeld probably00:20:24.127 --> 00:20:25.328could have went on for a few more years.00:20:25.769 --> 00:20:26.789And Jerry Seinfeld was like,00:20:27.810 --> 00:20:29.093We've squeezed this00:20:29.133 --> 00:20:31.276toothpaste tube too much.00:20:31.316 --> 00:20:32.017There's nothing left.00:20:32.136 --> 00:20:34.039So that is why I will break00:20:34.079 --> 00:20:35.682out a Jump the Shark reference.00:20:36.182 --> 00:20:37.223It's like, this is over.00:20:37.664 --> 00:20:39.186We're not watching this anymore.00:20:40.788 --> 00:20:41.288So anyway,00:20:42.750 --> 00:20:43.752I think we've gotten to the00:20:43.792 --> 00:20:44.292point now in...00:20:45.902 --> 00:20:46.922culture where people are00:20:46.942 --> 00:20:48.522understanding my viewpoint00:20:48.623 --> 00:20:51.604can be easily shared and if00:20:51.703 --> 00:20:53.263done right often enough00:20:53.584 --> 00:20:54.984right frequency intensity00:20:55.045 --> 00:20:55.984time type volume00:20:56.125 --> 00:20:56.964progression those are00:20:57.025 --> 00:20:58.164exercise principles they're00:20:58.184 --> 00:20:58.965also communication00:20:59.006 --> 00:21:00.586principles if you do that00:21:00.645 --> 00:21:02.207right you can garner an00:21:02.307 --> 00:21:03.366audience and that is how00:21:03.406 --> 00:21:04.426you actually start to00:21:04.467 --> 00:21:05.728spread understanding so00:21:06.468 --> 00:21:07.228people are understanding00:21:07.248 --> 00:21:07.847the things they're holding00:21:07.867 --> 00:21:09.028in their pocket is a tool00:21:09.888 --> 00:21:10.828that they can bring00:21:11.960 --> 00:21:12.861insight to their local00:21:12.901 --> 00:21:14.280community in fort worth or00:21:14.320 --> 00:21:15.422upstate new york wherever00:21:15.461 --> 00:21:16.843you might be or a00:21:16.883 --> 00:21:18.304profession so time and00:21:18.324 --> 00:21:19.203space don't matter00:21:19.763 --> 00:21:21.045geography and time because00:21:21.065 --> 00:21:21.625I'm going to record00:21:21.644 --> 00:21:22.226something I'm going to do00:21:22.246 --> 00:21:22.945something live today at00:21:23.006 --> 00:21:24.666noon in my house in new00:21:24.707 --> 00:21:25.867york that anybody can see00:21:25.907 --> 00:21:26.708live in the moment but00:21:26.748 --> 00:21:28.308don't worry subscribe to00:21:28.328 --> 00:21:29.249the youtube channel you can00:21:29.269 --> 00:21:29.910watch it later00:21:30.976 --> 00:21:31.957I would push that saying,00:21:31.977 --> 00:21:32.896I am doing nothing00:21:32.957 --> 00:21:36.439necessarily revolutionary.00:21:36.519 --> 00:21:37.898It was not possible 15 years00:21:37.939 --> 00:21:38.480ago to do this.00:21:39.039 --> 00:21:39.619Now it is.00:21:39.920 --> 00:21:40.980It's possible for you.00:21:41.601 --> 00:21:42.801Now take out science00:21:42.842 --> 00:21:43.922communication principles00:21:43.981 --> 00:21:45.002and put in whatever you're00:21:45.083 --> 00:21:45.883knowledgeable about.00:21:46.383 --> 00:21:47.203I'd push back and say,00:21:47.243 --> 00:21:48.483why aren't you sharing?00:21:48.523 --> 00:21:49.325You got to give me 1000:21:49.325 --> 00:21:50.826reasons why you shouldn't do that.00:21:51.445 --> 00:21:53.707And if the first couple are, I feel funny,00:21:55.008 --> 00:21:55.548that's okay.00:21:55.988 --> 00:21:56.548Do it anyway.00:21:57.288 --> 00:21:58.368Because you'll get over it.00:21:58.648 --> 00:21:59.970I've been broadcasting...00:22:01.499 --> 00:22:03.420Since I was 17 years old, since 1997,00:22:03.420 --> 00:22:03.960I'm 44.00:22:03.960 --> 00:22:06.980I still don't love the sound00:22:07.000 --> 00:22:07.601of my own voice.00:22:07.740 --> 00:22:08.401I talk a lot.00:22:08.861 --> 00:22:10.582Some people will say I love to talk,00:22:10.642 --> 00:22:11.821but don't mistake my...00:22:13.063 --> 00:22:13.782Hearing the sound of your00:22:13.803 --> 00:22:14.823own voice is still weird.00:22:15.002 --> 00:22:16.023Doesn't matter, share it anyway.00:22:16.624 --> 00:22:17.723Doesn't matter, share it anyway.00:22:18.805 --> 00:22:19.684I think the world would be a00:22:19.704 --> 00:22:21.425better place if we share00:22:21.465 --> 00:22:22.165good information.00:22:22.246 --> 00:22:23.625Well, the other thing too that came up,00:22:24.866 --> 00:22:26.567a fantastic researcher who00:22:26.686 --> 00:22:27.186stayed after the00:22:27.227 --> 00:22:28.688presentation to talk with me was like,00:22:29.473 --> 00:22:30.474people could use these00:22:31.095 --> 00:22:33.076tactics that you're sharing for evil.00:22:33.316 --> 00:22:33.836And I was like,00:22:33.997 --> 00:22:35.057people are using these00:22:35.097 --> 00:22:37.338tactics right now for evil.00:22:37.358 --> 00:22:38.579This is why clickbait exists.00:22:38.599 --> 00:22:40.401She's like, well, why don't we stop them?00:22:40.621 --> 00:22:41.821And I said, because we can't,00:22:41.882 --> 00:22:42.741because the internet is00:22:42.781 --> 00:22:44.723just free and it's open and00:22:44.763 --> 00:22:45.943there are no regulations00:22:46.304 --> 00:22:48.205with most things.00:22:48.905 --> 00:22:49.086I said,00:22:49.105 --> 00:22:50.126the only thing you can do is just00:22:50.146 --> 00:22:51.028share really what you00:22:51.067 --> 00:22:52.789decide or what you think is really good.00:22:52.809 --> 00:22:53.490Right.00:22:53.790 --> 00:22:55.692Use help dilute the things00:22:55.711 --> 00:22:57.193that you decide are harmful because,00:22:57.213 --> 00:22:58.934again, those terms are subjective as well,00:22:58.974 --> 00:23:00.135like what's good and what's bad.00:23:00.797 --> 00:23:01.778So I said, you know,00:23:01.798 --> 00:23:04.359a lie has a lie has been00:23:04.380 --> 00:23:05.381around the world three00:23:05.421 --> 00:23:06.561times before the truth gets00:23:06.602 --> 00:23:07.403out of bed in the morning.00:23:07.423 --> 00:23:08.263Mm hmm.00:23:08.992 --> 00:23:09.834That's not going to change.00:23:09.854 --> 00:23:10.574I'm very sorry,00:23:10.614 --> 00:23:11.575but it can get a little00:23:11.615 --> 00:23:13.556better if you start sharing good things.00:23:13.717 --> 00:23:14.856This does not mean you start00:23:14.896 --> 00:23:15.837a podcast and do it every00:23:15.877 --> 00:23:17.378day like some guy or some00:23:17.419 --> 00:23:18.259girl like I know.00:23:19.421 --> 00:23:20.821It does mean you can do that00:23:21.001 --> 00:23:22.462on the micro or macro and00:23:22.502 --> 00:23:23.683it can reach me.00:23:24.064 --> 00:23:27.406I like the question, if not you, then who?00:23:28.126 --> 00:23:28.847If not now, then when?00:23:30.478 --> 00:23:31.357And again, like you said,00:23:32.538 --> 00:23:33.700I'm not trying to throw the00:23:33.740 --> 00:23:35.461Kardashians completely under the bus here,00:23:35.540 --> 00:23:36.580but going back to that00:23:36.621 --> 00:23:37.642researcher's question of00:23:38.602 --> 00:23:39.603there is going to be00:23:39.663 --> 00:23:40.762someone who is putting out00:23:41.523 --> 00:23:42.763this information or00:23:42.844 --> 00:23:44.484something contrary to that,00:23:44.684 --> 00:23:45.865no matter what you do.00:23:46.566 --> 00:23:48.507It's our responsibility as00:23:48.866 --> 00:23:50.868healthcare professionals to00:23:50.969 --> 00:23:52.709communicate accurate00:23:52.970 --> 00:23:53.910information that is00:23:53.970 --> 00:23:55.250appropriate for our patients.00:23:56.148 --> 00:23:57.310And if we're not doing that,00:23:57.632 --> 00:23:59.915someone else will.00:24:00.376 --> 00:24:03.423And it may not be what is00:24:03.583 --> 00:24:04.463necessarily the best.00:24:04.904 --> 00:24:06.468But until you're doing that.00:24:07.349 --> 00:24:08.412You can't complain about it.00:24:08.806 --> 00:24:08.986Yeah.00:24:09.326 --> 00:24:09.547Right.00:24:09.967 --> 00:24:10.146So,00:24:10.426 --> 00:24:11.948so we were doing some stuff live in00:24:11.988 --> 00:24:13.128this session where my00:24:13.209 --> 00:24:14.490co-presenter brought up00:24:14.529 --> 00:24:15.891some things that she, so she runs,00:24:16.211 --> 00:24:17.372she she'll break down articles,00:24:17.471 --> 00:24:18.492which I think is awesome.00:24:18.553 --> 00:24:20.334Like she's doing the chewing00:24:20.875 --> 00:24:21.734and then she's sort of like,00:24:21.875 --> 00:24:22.675I did the chewing,00:24:22.715 --> 00:24:23.636but there's the full article,00:24:23.656 --> 00:24:24.636but this is my breakdown.00:24:24.656 --> 00:24:25.557I was like, that's great.00:24:25.597 --> 00:24:27.980That's, that's creating micro content.00:24:28.640 --> 00:24:30.662And she shared like a couple00:24:30.682 --> 00:24:31.801of the articles and examples.00:24:31.821 --> 00:24:32.942And I said, okay, stop, stop.00:24:32.962 --> 00:24:34.104We didn't, we didn't rehearse this,00:24:34.163 --> 00:24:36.204but like, how could she to the audience,00:24:36.306 --> 00:24:37.625how could she have written that email?00:24:38.547 --> 00:24:39.848headline or the subject line00:24:39.909 --> 00:24:41.490better and then I on the00:24:41.529 --> 00:24:42.371fly was like what if she00:24:42.411 --> 00:24:43.291said this what if she said00:24:43.311 --> 00:24:43.992this and someone was like00:24:44.313 --> 00:24:45.273wait that last one you did00:24:45.294 --> 00:24:46.355doesn't sound accurate I go00:24:46.516 --> 00:24:47.737great I'm just pitching00:24:47.817 --> 00:24:49.258here I'm not telling you to00:24:49.318 --> 00:24:50.460be inaccurate I'm not00:24:50.500 --> 00:24:51.079telling you to be00:24:51.140 --> 00:24:52.961sensational I'm telling you00:24:52.981 --> 00:24:55.484to appear interesting and00:24:55.525 --> 00:24:56.546that could what I'm trying00:24:56.566 --> 00:24:57.807to so have you ever did we00:24:57.827 --> 00:24:58.788ever talk about peso00:25:00.467 --> 00:25:02.729So it's a paradigm,00:25:03.089 --> 00:25:04.692and you've seen Peso before00:25:04.711 --> 00:25:06.532on infomercials or commercials,00:25:06.733 --> 00:25:09.375and it goes problem, agitation, solution,00:25:09.616 --> 00:25:10.017outcome.00:25:11.218 --> 00:25:12.098The problem, I think,00:25:12.118 --> 00:25:12.960with researchers or00:25:12.980 --> 00:25:13.901healthcare professionals is00:25:13.941 --> 00:25:15.262we're so altruistic and00:25:15.303 --> 00:25:16.324we're so by the book.00:25:17.325 --> 00:25:19.527I published a paper on blah.00:25:19.907 --> 00:25:20.929It covered blah.00:25:20.969 --> 00:25:21.849You're giving me the facts.00:25:22.634 --> 00:25:23.193I need you to give me a00:25:23.213 --> 00:25:24.174little emotion and tell me00:25:24.194 --> 00:25:24.775what I'm going to be able00:25:24.815 --> 00:25:25.895to do with those facts00:25:26.455 --> 00:25:27.656after I have done the thing00:25:27.676 --> 00:25:28.297that you really want,00:25:28.336 --> 00:25:29.157which is read your thing,00:25:29.198 --> 00:25:30.438watch your thing, listen to your thing.00:25:31.259 --> 00:25:31.999Peso, I said,00:25:32.058 --> 00:25:33.059don't pay attention to dollars.00:25:33.119 --> 00:25:34.079Pay attention to pesos.00:25:34.160 --> 00:25:35.181And people are like, what does that mean?00:25:36.161 --> 00:25:36.721Problem.00:25:36.741 --> 00:25:37.701So I'll give you an example.00:25:37.961 --> 00:25:38.782I'm sitting in my kitchen00:25:38.823 --> 00:25:40.124right now as we live stream this.00:25:41.064 --> 00:25:41.884I got a sink over there.00:25:41.944 --> 00:25:42.964When I was installing that sink,00:25:42.984 --> 00:25:44.026I was like, if I do this wrong,00:25:44.986 --> 00:25:45.686water might leak.00:25:45.727 --> 00:25:47.827It might damage my house.00:25:48.167 --> 00:25:50.588So problem, agitation, solution, outcome.00:25:50.970 --> 00:25:51.450Problem.00:25:53.270 --> 00:25:54.471Water damage can cause00:25:54.571 --> 00:25:55.991thousands of dollars in your house,00:25:56.031 --> 00:25:57.333and you might not even know it.00:25:57.492 --> 00:25:58.353It might be leaking.00:25:59.113 --> 00:25:59.953Now, here's an agitation.00:25:59.973 --> 00:26:00.574That's the problem.00:26:00.993 --> 00:26:01.534Agitation.00:26:01.954 --> 00:26:03.295It could be leaking right now,00:26:03.494 --> 00:26:04.476and you wouldn't know it.00:26:04.496 --> 00:26:04.996You don't even know.00:26:05.115 --> 00:26:06.016And it's rotting the00:26:06.115 --> 00:26:07.356foundation of your house.00:26:08.156 --> 00:26:09.038That's the agitation.00:26:09.077 --> 00:26:10.298It's a problem agitation.00:26:10.357 --> 00:26:10.877Solution.00:26:11.939 --> 00:26:13.839Bring in XYZ Plumbing Company,00:26:14.240 --> 00:26:15.859and we will look at every00:26:15.980 --> 00:26:19.082one of your pipes and give00:26:19.261 --> 00:26:21.482them the XYZ seal of approval.00:26:21.502 --> 00:26:21.883Mm-hmm.00:26:22.150 --> 00:26:23.510And you'll never worry about00:26:23.570 --> 00:26:24.751water damage again.00:26:25.653 --> 00:26:26.814So those are those things.00:26:26.914 --> 00:26:29.596Problem, agitation, solution, outcome.00:26:30.137 --> 00:26:31.338I'm saying do that.00:26:31.659 --> 00:26:32.440Do not lie.00:26:32.880 --> 00:26:34.280Do not say anything that is not true.00:26:34.342 --> 00:26:35.021I'm not telling you to00:26:35.082 --> 00:26:36.604create clickbait for clickbait's sake.00:26:37.263 --> 00:26:39.385I'm telling you to communicate that.00:26:39.707 --> 00:26:41.587Peso is just one of many...00:26:42.608 --> 00:26:44.851um formulas or paradigms you00:26:44.871 --> 00:26:46.751can use can you change that00:26:46.852 --> 00:26:48.894up absolutely that's just00:26:49.134 --> 00:26:50.214one of those things and I00:26:50.234 --> 00:26:51.255bet you if you think back00:26:51.535 --> 00:26:52.655or think forward in the00:26:52.695 --> 00:26:54.336next 24 hours you will come00:26:54.376 --> 00:26:56.058across a bunch of people00:26:56.098 --> 00:26:56.818trying to communicate00:26:56.858 --> 00:26:58.240things products services00:26:59.260 --> 00:27:01.241that'll use some form of00:27:01.321 --> 00:27:03.324peso look at every00:27:03.663 --> 00:27:05.565infomercial ever mock them00:27:06.105 --> 00:27:07.666all you want and00:27:08.146 --> 00:27:10.108They are good communicators.00:27:11.390 --> 00:27:12.510They made me buy something.00:27:12.590 --> 00:27:14.011They never made you buy anything.00:27:14.653 --> 00:27:15.773They made suggestions.00:27:15.834 --> 00:27:16.835This is the line from my00:27:16.894 --> 00:27:18.056favorite Peloton instructor.00:27:19.124 --> 00:27:20.164They made a suggestion,00:27:20.644 --> 00:27:21.565you made a decision.00:27:22.365 --> 00:27:23.605I'm telling researchers or00:27:23.645 --> 00:27:26.307clinicians to make lots of00:27:26.428 --> 00:27:28.989suggestions and hope that00:27:29.068 --> 00:27:30.890some people make what we00:27:30.950 --> 00:27:33.330subjectively think are good decisions,00:27:33.412 --> 00:27:33.592right?00:27:33.692 --> 00:27:35.732Exercise more, do this, right?00:27:35.732 --> 00:27:38.37410 years ago, exercising with cancer was,00:27:38.794 --> 00:27:39.034I don't know,00:27:39.054 --> 00:27:40.914maybe it was less than 10 years ago.00:27:41.175 --> 00:27:41.756That's ridiculous.00:27:41.776 --> 00:27:44.196I mean, exactly, exactly.00:27:44.217 --> 00:27:45.198People in oncology physical00:27:45.238 --> 00:27:46.919therapy have banged on that drum00:27:47.880 --> 00:27:49.826and probably used good and00:27:49.865 --> 00:27:51.150bad communication principles,00:27:51.230 --> 00:27:53.757but you've flooded the market with, no,00:27:53.917 --> 00:27:55.261we actually know better.00:27:56.367 --> 00:27:58.669So I would say if we had done it better,00:27:58.729 --> 00:27:59.769if that was the campaign we00:27:59.788 --> 00:28:01.950were going to run for all of oncology PT,00:28:02.390 --> 00:28:03.750if we had been more coordinated,00:28:03.789 --> 00:28:05.029it wouldn't have taken 10 years.00:28:05.069 --> 00:28:06.030It would have taken four.00:28:06.750 --> 00:28:08.391And more people would have gotten better.00:28:08.671 --> 00:28:10.592And that's where I look at00:28:10.612 --> 00:28:12.952the 17 years from published to practice.00:28:12.992 --> 00:28:13.752And I'm like, oh,00:28:13.772 --> 00:28:14.893how many people are not helping?00:28:15.212 --> 00:28:17.193And this is not just in our00:28:17.213 --> 00:28:18.173profession of physical therapy.00:28:18.193 --> 00:28:18.814This is everywhere.00:28:19.253 --> 00:28:20.255This is in general, right?00:28:20.555 --> 00:28:22.035And to pull out something you just said,00:28:22.075 --> 00:28:22.295Jimmy,00:28:22.315 --> 00:28:23.174that I want to make sure the00:28:23.214 --> 00:28:24.076listener really pays00:28:24.115 --> 00:28:25.036attention to here is,00:28:26.670 --> 00:28:31.473multiple suggestions, multiple, you cannot,00:28:31.575 --> 00:28:32.675it is not a one and done.00:28:32.695 --> 00:28:32.996Okay.00:28:33.016 --> 00:28:33.977This is not a one and done.00:28:34.436 --> 00:28:36.538It needs to be multiple00:28:36.598 --> 00:28:39.362suggestions over time and00:28:39.442 --> 00:28:41.903maybe even multiple ways00:28:42.003 --> 00:28:43.605you are making those suggestions.00:28:43.865 --> 00:28:45.446Did we ever talk about seven 11 four?00:28:45.467 --> 00:28:45.507No.00:28:47.388 --> 00:28:49.109So seven 11 four is this concept.00:28:49.270 --> 00:28:49.971Be sure if you Google,00:28:49.990 --> 00:28:50.751if somebody else smarter00:28:50.771 --> 00:28:52.292than me came up with it and they said,00:28:52.733 --> 00:28:52.794um,00:28:53.942 --> 00:28:54.682If you're listening to this00:28:54.721 --> 00:28:56.323podcast or watching this video,00:28:56.962 --> 00:28:58.703and you've heard me and Elise,00:28:58.923 --> 00:28:59.963or separately if you listen00:28:59.983 --> 00:29:02.785to Elise or me, we have achieved 7-11-4.00:29:03.506 --> 00:29:06.067So 7-11-4 is before someone00:29:06.086 --> 00:29:07.227will really just sort of00:29:07.386 --> 00:29:08.626buy in and be like, oh yeah,00:29:08.686 --> 00:29:09.528I listened to that guy.00:29:09.748 --> 00:29:10.548I watched that girl.00:29:11.848 --> 00:29:13.709They have, and these are the checkboxes,00:29:13.828 --> 00:29:15.130or these are the milestones00:29:15.150 --> 00:29:15.769that you need to hit.00:29:15.809 --> 00:29:17.750So seven is seven hours.00:29:19.001 --> 00:29:21.903Seven hours of collective00:29:22.003 --> 00:29:24.746time exposed to Elise00:29:25.067 --> 00:29:26.728before she achieves.00:29:26.807 --> 00:29:27.868And I think I would have to00:29:27.989 --> 00:29:28.808maybe you want to Google00:29:28.828 --> 00:29:30.7907-Eleven for see what the outcome is.00:29:31.111 --> 00:29:31.651The outcome is like00:29:31.750 --> 00:29:34.032familiarity because we talk00:29:34.053 --> 00:29:35.394about this funnel or this00:29:35.473 --> 00:29:38.056idea of no like trust00:29:39.116 --> 00:29:40.298before someone will come to00:29:40.337 --> 00:29:42.019Elise's course live in Fort00:29:42.058 --> 00:29:44.601Worth or buy her course or00:29:44.661 --> 00:29:45.882subscribe to her podcast.00:29:45.902 --> 00:29:46.662They kind of get they got to00:29:46.682 --> 00:29:47.163know who she is.00:29:48.628 --> 00:29:49.568They kind of got to like her.00:29:49.588 --> 00:29:51.150It doesn't mean love, right?00:29:51.170 --> 00:29:52.069It just means like, okay,00:29:52.430 --> 00:29:54.010this is a net positive experience.00:29:54.030 --> 00:29:55.090When I see her name or her00:29:55.111 --> 00:29:56.611logo or hear her speak,00:29:56.730 --> 00:29:57.912I get more than I gave.00:29:58.031 --> 00:30:00.873I get more something, feeling, emotion,00:30:00.913 --> 00:30:01.512information,00:30:01.692 --> 00:30:03.433entertainment than I had to give.00:30:03.453 --> 00:30:05.294And it does cost to listen00:30:05.314 --> 00:30:06.513to our podcast or watch our video.00:30:06.534 --> 00:30:07.134It costs your time.00:30:07.674 --> 00:30:09.474So know, like, and then trust.00:30:10.096 --> 00:30:10.915It really is trust.00:30:11.806 --> 00:30:13.327So to gain the audience's00:30:13.428 --> 00:30:14.568trust or someone's trust,00:30:14.608 --> 00:30:16.250when I say something, you sort of like,00:30:16.471 --> 00:30:17.291I might research that,00:30:17.332 --> 00:30:18.634but he sort of has my trust.00:30:18.733 --> 00:30:19.515I sort of believe it.00:30:20.174 --> 00:30:20.316Yeah.00:30:20.976 --> 00:30:21.896So seven hours.00:30:23.018 --> 00:30:23.798And that does not mean I00:30:23.818 --> 00:30:24.680need you to listen to seven00:30:24.700 --> 00:30:25.560hours of a live stream.00:30:25.721 --> 00:30:27.804It's seven hours over time.00:30:27.824 --> 00:30:28.565Right.00:30:28.785 --> 00:30:30.026Well, and so here's what,00:30:30.125 --> 00:30:31.086so it's seven hours.00:30:31.127 --> 00:30:32.009Cause I just looked it up00:30:32.108 --> 00:30:34.711seven hours over 11 months00:30:35.112 --> 00:30:37.154across four locations and00:30:37.255 --> 00:30:38.596not necessarily like Jimmy00:30:38.635 --> 00:30:40.377mentioned geographic, but you know,00:30:40.438 --> 00:30:41.539four different locations.00:30:42.827 --> 00:30:44.189entities in which you are00:30:44.269 --> 00:30:46.409encountering us instagram00:30:46.528 --> 00:30:48.690podcast youtube you know00:30:48.829 --> 00:30:50.891twitter x etc you know and00:30:51.550 --> 00:30:53.372that think about that from00:30:53.392 --> 00:30:54.573a patient think about that00:30:54.593 --> 00:30:55.752from a patient example00:30:56.393 --> 00:30:57.253right so that would be00:30:57.374 --> 00:30:59.334seven one hour visits or 1400:30:59.334 --> 00:31:00.575half hour visits before the00:31:00.615 --> 00:31:02.776person would be like okay00:31:04.060 --> 00:31:04.781And the question is,00:31:04.961 --> 00:31:06.624how do I speed that up if I00:31:06.703 --> 00:31:08.425feel like the information I have is good?00:31:08.665 --> 00:31:10.186And again, I'm using air quotes, right?00:31:10.207 --> 00:31:11.568Because it's all subjective, right?00:31:11.608 --> 00:31:13.049But if what you believe in00:31:13.069 --> 00:31:14.171your heart is good that you00:31:14.230 --> 00:31:15.332are going to share with this person,00:31:15.833 --> 00:31:17.773how can you speed that up?00:31:18.615 --> 00:31:19.536You record yourself.00:31:20.017 --> 00:31:20.916You video yourself.00:31:21.357 --> 00:31:22.219You write things.00:31:22.499 --> 00:31:23.279You do those things.00:31:23.940 --> 00:31:25.020And so the collective time00:31:25.060 --> 00:31:27.644could be reading a book that Elise wrote.00:31:28.084 --> 00:31:28.744Maybe she wrote a book.00:31:28.765 --> 00:31:28.964Yeah.00:31:30.224 --> 00:31:31.346that's time that goes00:31:31.405 --> 00:31:33.146towards that seven hour thing.00:31:33.647 --> 00:31:36.390And the 11 months is,00:31:36.630 --> 00:31:38.971I heard 7-11 for seven00:31:39.051 --> 00:31:40.913hours over 11 instances.00:31:40.993 --> 00:31:42.255But I actually like 11 months,00:31:42.275 --> 00:31:43.715because I think after a while it fades.00:31:43.736 --> 00:31:44.195It's like, yeah,00:31:44.236 --> 00:31:45.576I heard this guy a couple years ago,00:31:45.596 --> 00:31:47.378I haven't heard much from him since.00:31:47.759 --> 00:31:49.441So yeah, seven hours over 11 months.00:31:49.480 --> 00:31:50.300And you might be like,00:31:50.441 --> 00:31:51.442how do I get to seven hours?00:31:51.561 --> 00:31:54.664Again, 14 half hour visits with a patient,00:31:54.964 --> 00:31:55.525interactions.00:31:56.165 --> 00:31:56.385Or,00:31:57.106 --> 00:31:59.067listening to 14 30 minute podcast00:31:59.127 --> 00:31:59.648episodes.00:32:00.990 --> 00:32:01.970Or,00:32:02.470 --> 00:32:03.750I'm bad with math and going backwards00:32:03.790 --> 00:32:04.151and forwards,00:32:04.171 --> 00:32:05.592but like how many 15 minute00:32:05.632 --> 00:32:06.571videos would someone have00:32:06.592 --> 00:32:09.253to consume of yours before like, yeah,00:32:09.913 --> 00:32:12.115I'm a critical consumer of content,00:32:12.154 --> 00:32:14.236of my time, and this person,00:32:15.156 --> 00:32:16.678net positive in terms of I00:32:16.718 --> 00:32:17.798like how she delivers it,00:32:18.137 --> 00:32:19.739she's talking about things I care about,00:32:20.118 --> 00:32:21.119she is knowledgeable,00:32:21.599 --> 00:32:23.340I feel better when I'm done consuming.00:32:23.461 --> 00:32:24.642And I'm telling you as a clinician,00:32:24.682 --> 00:32:25.122you don't have to be a00:32:25.142 --> 00:32:26.643podcast host or a YouTuber,00:32:27.442 --> 00:32:30.384to um to understand this00:32:30.905 --> 00:32:32.747think about it yourself who00:32:32.787 --> 00:32:34.189do you know and like and00:32:34.249 --> 00:32:36.549trust musicians right they00:32:36.569 --> 00:32:37.471want you to listen to a lot00:32:37.490 --> 00:32:38.711of their music right they00:32:38.751 --> 00:32:39.732want you to get to the same00:32:39.772 --> 00:32:41.835thing seven hours over 1100:32:41.835 --> 00:32:42.494months but if you haven't00:32:42.535 --> 00:32:43.256heard from the band in a00:32:43.296 --> 00:32:45.458while it starts to fade00:32:45.498 --> 00:32:47.638that the the the the the00:32:47.720 --> 00:32:48.759depth of the relationship00:32:48.799 --> 00:32:49.461or the strength of the00:32:49.480 --> 00:32:50.541relationship starts to fade00:32:51.071 --> 00:32:53.212And then the four locations, you're right.00:32:53.814 --> 00:32:56.075That's why people will say like,00:32:56.215 --> 00:32:57.435when do you sleep, man?00:32:57.476 --> 00:32:58.416I see you everywhere.00:32:58.436 --> 00:33:00.218I use tools and I'm00:33:00.258 --> 00:33:02.880recording with Elise right now at 11 a.m.00:33:03.299 --> 00:33:04.141on a Thursday,00:33:04.201 --> 00:33:04.780but you're going to hear00:33:04.820 --> 00:33:05.862this next week and I'm00:33:05.882 --> 00:33:07.002going to take a clip from this.00:33:07.042 --> 00:33:07.502I'm going to put it on00:33:07.563 --> 00:33:08.544Instagram and I'll put it00:33:08.564 --> 00:33:09.285on Twitter and I'll put it00:33:09.305 --> 00:33:11.405on Facebook using tools to00:33:11.526 --> 00:33:12.507multiply myself.00:33:13.584 --> 00:33:14.605And by doing that,00:33:14.904 --> 00:33:19.047I get to 7-11-4 with more people.00:33:19.646 --> 00:33:20.626So more people listen.00:33:20.666 --> 00:33:21.667And then the more people listen,00:33:21.688 --> 00:33:22.647the more people share00:33:22.807 --> 00:33:23.808because that's the next00:33:23.868 --> 00:33:25.470level of – I hate calling00:33:25.509 --> 00:33:26.329it marketing because it has00:33:26.369 --> 00:33:27.351such a negative connotation.00:33:27.471 --> 00:33:28.851That's the next level of00:33:29.352 --> 00:33:31.172sharing what people know00:33:31.231 --> 00:33:32.393about you is that's when00:33:32.432 --> 00:33:33.773someone makes a remark about you.00:33:34.534 --> 00:33:36.174When someone finds out that00:33:36.315 --> 00:33:38.715someone has cancer and they need PT,00:33:39.076 --> 00:33:40.517that's why your name comes up first.00:33:41.778 --> 00:33:44.019Because they know you, they like you,00:33:44.058 --> 00:33:44.599they trust you.00:33:44.720 --> 00:33:46.260These are simple principles.00:33:46.421 --> 00:33:47.902So if you're listening to this,00:33:48.021 --> 00:33:49.201I'm going to release the00:33:49.281 --> 00:33:51.182presentation only as a YouTube video,00:33:51.544 --> 00:33:52.423maybe as a podcast.00:33:52.443 --> 00:33:53.384I don't know because I do00:33:53.424 --> 00:33:54.125have some slides.00:33:55.385 --> 00:33:56.365There are some visuals,00:33:56.767 --> 00:33:58.847but I tell people all the time too,00:33:59.107 --> 00:34:00.429the slides are for the presenter.00:34:01.314 --> 00:34:02.414it's to remind me what part00:34:02.454 --> 00:34:03.395of the story to tell.00:34:03.695 --> 00:34:05.336And I put them in a bunch, in an order,00:34:05.396 --> 00:34:06.077and then I just sort of00:34:06.137 --> 00:34:07.459flip through and it's, it's sort of my,00:34:07.759 --> 00:34:08.860oh yeah, tell this part of the story,00:34:09.219 --> 00:34:10.039tell this part of the story,00:34:10.380 --> 00:34:11.802but at no point do I read off the slides.00:34:11.862 --> 00:34:13.762So yeah, maybe I, I mean, using that idea,00:34:13.842 --> 00:34:16.545I don't need this to be a video only.00:34:16.585 --> 00:34:18.266I'll share it as a podcast, but.00:34:18.306 --> 00:34:19.146Well, and you know,00:34:19.206 --> 00:34:20.929to kind of build off that, Jimmy,00:34:20.949 --> 00:34:22.730not everybody is a visual learner.00:34:22.989 --> 00:34:23.269Correct.00:34:23.449 --> 00:34:24.471There are different ordering styles.00:34:24.771 --> 00:34:25.010Correct.00:34:25.050 --> 00:34:25.871So that could be.00:34:25.992 --> 00:34:26.351And again,00:34:26.811 --> 00:34:28.373this goes back to when Jimmy00:34:28.413 --> 00:34:29.313gave his presentation,00:34:29.333 --> 00:34:30.574when you were talking about it earlier,00:34:30.833 --> 00:34:32.474room of 100 people to two00:34:32.514 --> 00:34:34.476people who were there are probably like,00:34:34.675 --> 00:34:34.996yeah,00:34:35.155 --> 00:34:36.677I'm going to go home and implement that.00:34:37.476 --> 00:34:39.998But what if that person who00:34:40.298 --> 00:34:41.639was in your presentation00:34:42.019 --> 00:34:43.981live the first time then00:34:44.121 --> 00:34:45.300comes across your video on00:34:45.360 --> 00:34:46.601YouTube and then on the00:34:46.641 --> 00:34:49.182podcast and then is like, oh,00:34:49.663 --> 00:34:50.744I get it now.00:34:50.764 --> 00:34:51.264Yeah.00:34:51.543 --> 00:34:52.704Now I'm going to implement it.00:34:52.824 --> 00:34:54.045I've worked with people who have like,00:34:54.085 --> 00:34:55.206I listened to what you said00:34:55.726 --> 00:34:56.987for like a year and then00:34:57.007 --> 00:34:57.929all of a sudden it clicked.00:34:58.048 --> 00:34:58.708I've been that way.00:34:58.909 --> 00:35:01.652People have told me things like, um,00:35:01.992 --> 00:35:02.913the greatest problem with00:35:02.952 --> 00:35:03.813communication is when we00:35:03.873 --> 00:35:04.673think it's occurred.00:35:04.693 --> 00:35:07.335I think that's Hemingway or someone.00:35:08.356 --> 00:35:09.597And how many times have you00:35:09.657 --> 00:35:11.059told someone something and they're like,00:35:11.219 --> 00:35:11.579okay.00:35:11.679 --> 00:35:12.619And then they don't do it or00:35:12.639 --> 00:35:13.619they don't do it the way you told them.00:35:13.639 --> 00:35:14.880You're like, what was the disconnect here?00:35:14.900 --> 00:35:16.001I told you exactly what to do.00:35:16.463 --> 00:35:16.623Yeah.00:35:16.682 --> 00:35:18.043You said that I heard this.00:35:19.844 --> 00:35:20.784So sometimes you need to00:35:20.824 --> 00:35:21.985hear it 15 different ways00:35:22.025 --> 00:35:23.425before you put the complete00:35:23.485 --> 00:35:24.246picture together.00:35:24.266 --> 00:35:26.407Do you ever see the meme of00:35:26.606 --> 00:35:27.907the elephant and all the00:35:27.947 --> 00:35:28.829scientists are all00:35:28.869 --> 00:35:30.168blindfolded touching the elephant?00:35:31.570 --> 00:35:32.911Like different parts of the elephant,00:35:33.170 --> 00:35:33.451right?00:35:33.990 --> 00:35:34.070Oh,00:35:34.110 --> 00:35:35.431it's a tree because they're touching my00:35:35.472 --> 00:35:35.871leg.00:35:35.911 --> 00:35:36.211And oh,00:35:36.271 --> 00:35:37.293it's a fire hose because they're00:35:37.313 --> 00:35:38.072touching my trunk.00:35:38.092 --> 00:35:39.173And oh, it's whatever.00:35:40.153 --> 00:35:42.054We get incomplete pictures in the world.00:35:42.135 --> 00:35:43.576But as the sender of the message,00:35:43.795 --> 00:35:44.695I'm so clear.00:35:44.715 --> 00:35:45.697There's no way you could00:35:45.737 --> 00:35:46.737misconstrue my message.00:35:46.777 --> 00:35:47.458Of course there is.00:35:48.273 --> 00:35:49.034Because we all have00:35:49.094 --> 00:35:51.215different lived experiences.00:35:51.295 --> 00:35:54.315We are all at different parts of, you know,00:35:54.795 --> 00:35:56.077I'm a PT and you're a PT,00:35:56.097 --> 00:35:56.817which means we've had the00:35:56.856 --> 00:35:57.938exact same experiences.00:35:58.117 --> 00:35:58.677Of course not.00:35:59.137 --> 00:35:59.878Of course not.00:36:00.498 --> 00:36:01.539So that's why, you know,00:36:01.579 --> 00:36:02.898the definition of marketing00:36:02.938 --> 00:36:03.860or the fun definition of00:36:03.900 --> 00:36:04.719marketing is saying the00:36:04.760 --> 00:36:05.980same thing a thousand ways,00:36:06.380 --> 00:36:07.641not saying a thousand00:36:07.840 --> 00:36:08.820things the same way.00:36:09.001 --> 00:36:09.661That doesn't work.00:36:10.628 --> 00:36:12.670And it's really universal.00:36:12.730 --> 00:36:15.072A lot of people have kids00:36:15.512 --> 00:36:16.873who are at CSM and stuff00:36:16.893 --> 00:36:17.974like that because they're of that age.00:36:17.994 --> 00:36:18.853And I go, oh yeah,00:36:18.873 --> 00:36:19.875all you got to do is tell00:36:20.094 --> 00:36:21.096your kid once to do00:36:21.135 --> 00:36:21.695something and they00:36:21.815 --> 00:36:23.036automatically do it now.00:36:23.813 --> 00:36:24.273Of course not.00:36:24.853 --> 00:36:26.635Adults are no different.00:36:27.596 --> 00:36:30.137Treat them the same.00:36:30.476 --> 00:36:31.396Treat them the same way.00:36:32.556 --> 00:36:33.697So I was excited, obviously,00:36:33.737 --> 00:36:34.498about communication.00:36:34.597 --> 00:36:35.097I'm going to give that00:36:35.119 --> 00:36:36.619presentation in just a couple minutes.00:36:36.659 --> 00:36:38.139I'm so excited.00:36:38.519 --> 00:36:38.719Yeah.00:36:39.099 --> 00:36:40.099I got to be dead honest, though.00:36:40.360 --> 00:36:42.521I am pretty relaxed in front00:36:42.541 --> 00:36:43.661of a camera and a microphone.00:36:44.385 --> 00:36:46.148And a lot of times I00:36:46.367 --> 00:36:47.429probably don't share some00:36:47.469 --> 00:36:49.291things out of psychology00:36:49.451 --> 00:36:50.271because I probably think,00:36:50.612 --> 00:36:51.733would anybody care about this?00:36:52.333 --> 00:36:53.494Or I probably need more time00:36:53.554 --> 00:36:54.456to make it perfect.00:36:55.335 --> 00:36:56.317So I let perfect be the00:36:56.356 --> 00:36:57.798enemy of good myself.00:36:57.978 --> 00:37:00.541And I share a lot often.00:37:01.262 --> 00:37:02.123But I got to be honest,00:37:02.402 --> 00:37:03.804I get stuck by that too,00:37:03.943 --> 00:37:04.744which is why I'm able to00:37:04.784 --> 00:37:05.965call people out on it because I'm like,00:37:06.126 --> 00:37:07.347I'm guilty of this as well.00:37:07.903 --> 00:37:09.005You know me as the guy who00:37:09.125 --> 00:37:10.385shares 90% of what comes00:37:10.445 --> 00:37:11.347out into his brain.00:37:11.748 --> 00:37:12.989It immediately flies out of my mouth.00:37:13.329 --> 00:37:14.369But there are a lot of things.00:37:14.389 --> 00:37:15.411Like this presentation,00:37:15.751 --> 00:37:16.632I was going to wait a few00:37:16.672 --> 00:37:17.572weeks because I was like, oh,00:37:17.893 --> 00:37:19.974maybe I'll just like really hone it down.00:37:19.994 --> 00:37:20.876And then I was like, no,00:37:21.255 --> 00:37:22.297you need to practice what00:37:22.317 --> 00:37:23.077you just stood in front of00:37:23.077 --> 00:37:24.880100 researchers and preached.00:37:25.260 --> 00:37:26.081So that's why I'm just like,00:37:26.161 --> 00:37:26.960I'm just going to do it live.00:37:27.121 --> 00:37:28.382I'm going to do it live now.00:37:29.764 --> 00:37:31.565Perfection is the enemy of progress.00:37:32.516 --> 00:37:33.217That's also true.00:37:33.577 --> 00:37:34.418You know what else I heard?00:37:35.039 --> 00:37:37.621I've gotten, and maybe you did too, I got,00:37:38.242 --> 00:37:39.322and I don't get a ton of00:37:39.402 --> 00:37:40.324direct messages from00:37:40.463 --> 00:37:41.545episodes that I release.00:37:42.666 --> 00:37:44.148So when I see one, I'm like, oh,00:37:44.268 --> 00:37:45.009that probably stands for00:37:45.028 --> 00:37:46.190like 100 people or a couple00:37:46.210 --> 00:37:46.570hundred people.00:37:48.251 --> 00:37:50.351um I got three dms in the00:37:50.371 --> 00:37:51.632last week from the episode00:37:51.652 --> 00:37:53.134that we did impromptu on on00:37:53.193 --> 00:37:58.436grief three and one person00:37:58.456 --> 00:37:59.597who came up to me at csm00:37:59.637 --> 00:38:00.597and pulled me aside and she00:38:00.617 --> 00:38:01.777was like I don't you know I00:38:02.117 --> 00:38:03.798don't just want to say this00:38:03.858 --> 00:38:04.760quietly because it's really00:38:04.800 --> 00:38:08.302personal obviously super personal um00:38:09.266 --> 00:38:10.527So I got three DMs and a00:38:10.567 --> 00:38:11.248person stopping me.00:38:11.268 --> 00:38:12.108That's four people.00:38:12.548 --> 00:38:13.469You know it wasn't four00:38:13.510 --> 00:38:15.472people who that helped.00:38:15.831 --> 00:38:15.992Oh, 100%.00:38:16.172 --> 00:38:16.552First of all,00:38:16.572 --> 00:38:17.813it helped me because it was therapeutic.00:38:18.054 --> 00:38:18.835So that's another person.00:38:19.255 --> 00:38:21.157But I got three DMs and a00:38:21.197 --> 00:38:22.898person pulled me aside at CSM and said,00:38:23.179 --> 00:38:24.099thank you for doing that.00:38:24.800 --> 00:38:25.780An episode on grief...00:38:26.721 --> 00:38:27.581on our podcast,00:38:27.601 --> 00:38:28.681because we're physical therapists,00:38:28.742 --> 00:38:29.722doesn't make any sense.00:38:30.822 --> 00:38:31.202But it does.00:38:31.681 --> 00:38:32.161But it does.00:38:32.362 --> 00:38:32.882But it does.00:38:32.902 --> 00:38:34.043But it did.00:38:34.222 --> 00:38:35.362So that felt really good.00:38:35.603 --> 00:38:38.443It felt really good.00:38:38.503 --> 00:38:39.003So I'll say,00:38:39.103 --> 00:38:40.344if you see someone present00:38:40.384 --> 00:38:42.605something or share a video,00:38:43.385 --> 00:38:44.824they're not getting as many00:38:44.844 --> 00:38:46.226direct messages as you might think.00:38:47.896 --> 00:38:48.717And it does matter.00:38:48.797 --> 00:38:50.318Cause now that just told us, Hey,00:38:50.338 --> 00:38:50.958that was cool.00:38:51.298 --> 00:38:52.039The next time you have a00:38:52.079 --> 00:38:53.760crazy idea that doesn't fit.00:38:53.780 --> 00:38:54.481Yeah.00:38:54.681 --> 00:38:56.302Like, and if it's, if again,00:38:56.481 --> 00:38:57.523I did a presentation of a00:38:57.563 --> 00:38:58.182room full of a hundred00:38:58.202 --> 00:39:00.344people knowing that two might actually,00:39:00.425 --> 00:39:01.706I'm okay with that, that odds.00:39:02.786 --> 00:39:03.427Cause now I want to do a00:39:03.467 --> 00:39:04.327presentation on YouTube00:39:04.347 --> 00:39:05.889where a thousand people might see it.00:39:06.228 --> 00:39:07.190And now that's not two, it's 20.00:39:07.909 --> 00:39:09.472And I like, I like them odds.00:39:10.532 --> 00:39:11.313I like those numbers.00:39:11.849 --> 00:39:13.532And to extrapolate further, Jimmy,00:39:13.851 --> 00:39:15.074there's two researchers,00:39:15.193 --> 00:39:16.416let's call them researchers,00:39:16.476 --> 00:39:17.478who were in the audience at00:39:17.498 --> 00:39:18.398your presentation.00:39:18.418 --> 00:39:21.083How many patients are they00:39:21.123 --> 00:39:23.025going to impact through their work now?00:39:23.126 --> 00:39:26.351So yes, it was two, but how many?00:39:27.496 --> 00:39:28.556Where is that going to go?00:39:28.896 --> 00:39:29.916But I know we look at the00:39:29.956 --> 00:39:32.536Mr. Beast of the world and we compare.00:39:32.556 --> 00:39:33.557I am guilty of this.00:39:33.797 --> 00:39:35.177I compare myself to.00:39:35.697 --> 00:39:36.358Totally.00:39:36.617 --> 00:39:37.557And I'm like, you know,00:39:37.617 --> 00:39:38.878I just started doing00:39:38.918 --> 00:39:40.378YouTube or sharing my00:39:40.398 --> 00:39:41.318interviews via YouTube00:39:41.679 --> 00:39:42.880seriously six months ago.00:39:43.860 --> 00:39:47.141And my episodes get 30, 40, 100 views.00:39:47.201 --> 00:39:48.721And I'm like, that's so weird.00:39:49.161 --> 00:39:50.961No, but to me, I compare it to Mr. Beast.00:39:50.981 --> 00:39:52.242And I'm like, my videos suck.00:39:53.007 --> 00:39:54.547right compared to mr beast00:39:54.588 --> 00:39:55.487who's doing entertainment00:39:55.507 --> 00:39:56.829videos not to knock him he00:39:56.849 --> 00:39:58.028knows how to get attention00:39:59.190 --> 00:40:00.489I need to be honest and be00:40:00.510 --> 00:40:02.090like so I would put this in00:40:02.130 --> 00:40:02.952perspective with someone00:40:03.012 --> 00:40:04.512else imagine you had a car00:40:04.552 --> 00:40:05.393imagine you went to a00:40:05.472 --> 00:40:07.193random bar on a thursday00:40:08.054 --> 00:40:09.014and gave a 20-minute00:40:09.034 --> 00:40:09.994presentation on something00:40:10.014 --> 00:40:10.795you cared about more00:40:10.835 --> 00:40:12.016knowledge about and a00:40:12.175 --> 00:40:14.757hundred people showed up you'd be elated00:40:16.451 --> 00:40:17.510The hundred people on00:40:17.530 --> 00:40:18.911YouTube didn't necessarily00:40:18.952 --> 00:40:20.251show up at the same time and place.00:40:20.311 --> 00:40:21.172They didn't have to.00:40:21.813 --> 00:40:23.072But a hundred people saw00:40:23.112 --> 00:40:24.932that and learned from it.00:40:25.012 --> 00:40:25.733And a percentage of those00:40:25.773 --> 00:40:26.733people were going to take00:40:26.773 --> 00:40:27.634that and use that.00:40:28.253 --> 00:40:29.474So suddenly a hundred00:40:29.775 --> 00:40:31.235compared to Mr. Beast's a00:40:31.315 --> 00:40:33.076million or 10 million is a00:40:33.115 --> 00:40:33.835drop in the bucket.00:40:34.275 --> 00:40:36.137But when you flip it,00:40:36.217 --> 00:40:37.237it's a different thing.00:40:37.257 --> 00:40:38.777So I want you to stop picturing things.00:40:38.956 --> 00:40:40.398And this is therapy for me.00:40:41.177 --> 00:40:42.219Stop picturing things in00:40:42.239 --> 00:40:43.661terms of comparison with someone else,00:40:43.681 --> 00:40:45.103because when you look back00:40:45.143 --> 00:40:47.318at Mr. Beast's first videos, they got 30,00:40:47.318 --> 00:40:48.50740, 100 views.00:40:48.608 --> 00:40:50.769And now the dude goes, oh, I understand.00:40:50.789 --> 00:40:52.092I need to change how I00:40:52.132 --> 00:40:53.253communicate and I will get.00:40:53.273 --> 00:40:53.313No,00:40:55.016 --> 00:40:56.456I change how I communicate and they00:40:56.476 --> 00:40:58.179will be received better.00:40:58.619 --> 00:40:59.601Then I get more views.00:41:01.177 --> 00:41:01.996And for Mr. Beast,00:41:02.016 --> 00:41:03.838I think the goal isn't necessarily views.00:41:03.878 --> 00:41:05.159It's to put out good stuff00:41:05.239 --> 00:41:06.639because he's able to do00:41:06.679 --> 00:41:07.561stuff with his videos where00:41:07.581 --> 00:41:09.581he's giving money away and00:41:09.902 --> 00:41:11.682buying people cars and stuff like that.00:41:11.722 --> 00:41:15.706So I think use him as an00:41:15.766 --> 00:41:17.126example of just changing00:41:17.146 --> 00:41:18.126communication principles.00:41:18.146 --> 00:41:19.307And then the audience goes, yes.00:41:19.467 --> 00:41:20.268And then the world beats a00:41:20.289 --> 00:41:21.789path to your door.00:41:23.561 --> 00:41:24.641didn't you put something out?00:41:24.661 --> 00:41:26.023You created a new resource00:41:26.083 --> 00:41:27.164and we didn't talk about that at all.00:41:27.423 --> 00:41:29.065So what is it?00:41:29.085 --> 00:41:29.625I sure did.00:41:29.644 --> 00:41:31.706So last week, right before CSM,00:41:31.766 --> 00:41:32.547so I've been working with00:41:32.626 --> 00:41:33.786Shai Sewell for the past00:41:33.907 --> 00:41:35.789two years and we have00:41:35.849 --> 00:41:38.730published the first ever Oncology Rehab,00:41:38.929 --> 00:41:39.751a pocket guide,00:41:39.871 --> 00:41:40.690which is written for00:41:40.751 --> 00:41:42.172clinicians by clinicians.00:41:42.873 --> 00:41:44.492And it is now available on00:41:44.512 --> 00:41:47.034the OncoPT.com slash pocket guide.00:41:47.454 --> 00:41:49.016And it literally fits everything.00:41:49.315 --> 00:41:51.739in your scrub pockets because we tested,00:41:52.418 --> 00:41:53.360we tested it.00:41:53.860 --> 00:41:55.161And it's a quick on the go00:41:55.202 --> 00:41:56.182resource that is going to00:41:56.242 --> 00:41:57.925help you be able to show up00:41:58.346 --> 00:41:59.507to your next oncology00:41:59.527 --> 00:42:01.248patient and have an inkling00:42:01.648 --> 00:42:02.949of where do I get started00:42:02.989 --> 00:42:03.751with this person?00:42:04.030 --> 00:42:04.851And that's all you need.00:42:05.152 --> 00:42:06.634Let's do something live right now.00:42:07.014 --> 00:42:07.474This is what I do.00:42:08.985 --> 00:42:10.565What is the problem that the00:42:10.606 --> 00:42:11.505person reading this,00:42:11.947 --> 00:42:12.827there might be lots of problems.00:42:12.887 --> 00:42:13.547So let's pick one.00:42:13.648 --> 00:42:14.807What's the biggest problem00:42:15.208 --> 00:42:16.628that someone who needs your00:42:16.668 --> 00:42:18.110guide would be facing?00:42:18.269 --> 00:42:19.110What is the leak?00:42:19.231 --> 00:42:19.451I don't,00:42:19.771 --> 00:42:21.391the maybe the leaky faucet leading00:42:21.431 --> 00:42:23.052to water damage for this person.00:42:23.193 --> 00:42:23.932What is the problem?00:42:24.532 --> 00:42:26.193Oncology rehab information00:42:26.333 --> 00:42:28.054is hard to find and scattered.00:42:28.496 --> 00:42:28.715Good.00:42:28.876 --> 00:42:30.757What's the agitation without this?00:42:30.777 --> 00:42:35.378I am unable to know what I00:42:35.438 --> 00:42:36.780need to know to treat my patients.00:42:37.059 --> 00:42:37.380Got it.00:42:37.760 --> 00:42:38.501What's the solution?00:42:39.400 --> 00:42:41.181The Oncology Rehab Pocket Guide.00:42:41.661 --> 00:42:42.800And then what's the outcome00:42:43.121 --> 00:42:44.360after you get the pocket guide?00:42:45.101 --> 00:42:46.061You are going to be able to00:42:46.101 --> 00:42:47.561walk into your next patient00:42:47.581 --> 00:42:49.842visit who has cancer and00:42:49.862 --> 00:42:51.003know exactly what you need00:42:51.023 --> 00:42:52.063to do to get started.00:42:52.083 --> 00:42:52.543Good.00:42:53.224 --> 00:42:54.284I would improve slightly on00:42:54.324 --> 00:42:56.125that with the outcome.00:42:56.445 --> 00:42:57.304The solution is fine.00:42:57.425 --> 00:42:59.005Keep the solution very simple.00:42:59.425 --> 00:42:59.746Perfect.00:43:00.065 --> 00:43:01.505Buy this, right?00:43:01.545 --> 00:43:02.306Like look at Amazon.00:43:02.346 --> 00:43:03.047Buy now.00:43:03.387 --> 00:43:03.927Buy now.00:43:04.226 --> 00:43:04.427Right?00:43:05.547 --> 00:43:06.288What's the solution?00:43:06.708 --> 00:43:07.047The guide.00:43:07.847 --> 00:43:10.409In the outcome, use emotion words.00:43:11.010 --> 00:43:14.371I like the words confident, competent,00:43:14.431 --> 00:43:15.092because those are things00:43:15.112 --> 00:43:16.172that PTs like to use00:43:16.193 --> 00:43:17.132because that's really what00:43:17.353 --> 00:43:19.114it's imposter syndrome forever.00:43:19.614 --> 00:43:20.155Confident,00:43:20.614 --> 00:43:21.735like I want to feel like I00:43:22.076 --> 00:43:22.755understand this,00:43:23.297 --> 00:43:24.217but I also want to know I'm00:43:24.257 --> 00:43:25.378not just not fake confidence.00:43:25.697 --> 00:43:26.818So that's why I like compare it.00:43:27.858 --> 00:43:30.360And it's alliteration.00:43:30.800 --> 00:43:32.800It's confident and competent, right?00:43:32.860 --> 00:43:33.402Two Cs.00:43:33.981 --> 00:43:34.882So steal that.00:43:35.001 --> 00:43:35.922I use it all the time.00:43:35.943 --> 00:43:37.724I don't think it ever gets old for me.00:43:39.123 --> 00:43:39.945When you are done,00:43:40.005 --> 00:43:42.326you will feel confident and competent.00:43:42.686 --> 00:43:44.606And those are the things we deep down.00:43:45.086 --> 00:43:45.947We want to know that we're00:43:45.967 --> 00:43:46.628doing the best thing.00:43:46.688 --> 00:43:48.429We also want to freaking feel it.00:43:49.581 --> 00:43:50.103Right.00:43:50.402 --> 00:43:51.224Right.00:43:51.625 --> 00:43:52.907So there's some free.00:43:53.527 --> 00:43:54.588But do you see how like00:43:54.728 --> 00:43:57.012using peso and the more you go over,00:43:57.032 --> 00:43:58.353especially when you write it down,00:43:59.094 --> 00:44:00.155see if you can say it in00:44:00.175 --> 00:44:01.958the in the fewest words possible.00:44:03.300 --> 00:44:03.400Yeah.00:44:03.481 --> 00:44:04.983You also did it without me prompting it.00:44:05.023 --> 00:44:05.824You did it in a story.00:44:07.007 --> 00:44:08.088You said, imagine you walk in.00:44:08.108 --> 00:44:09.110Oh, walk in.00:44:09.329 --> 00:44:09.989See a patient.00:44:10.130 --> 00:44:10.431Okay.00:44:10.951 --> 00:44:12.452You didn't tell me a story.00:44:12.492 --> 00:44:13.512You didn't tell me about a story.00:44:13.532 --> 00:44:14.454You told me the story.00:44:15.014 --> 00:44:16.135But you can do that a00:44:16.315 --> 00:44:17.335hundred different ways.00:44:17.556 --> 00:44:19.737You can run a Facebook ad or00:44:20.699 --> 00:44:22.039Google keywords and you can00:44:22.199 --> 00:44:23.300focus on peso.00:44:23.420 --> 00:44:24.222It's very simple.00:44:24.342 --> 00:44:25.202It's four steps.00:44:26.362 --> 00:44:27.463And you're going to see it everywhere now.00:44:27.483 --> 00:44:28.505This is like gait analysis.00:44:28.585 --> 00:44:30.646Once you learn gait analysis,00:44:31.166 --> 00:44:33.188you're watching people and you're like,00:44:33.228 --> 00:44:35.590I can't look at that person's walk.00:44:36.262 --> 00:44:36.443All right.00:44:36.643 --> 00:44:39.023I have to prepare for my lesson.00:44:40.264 --> 00:44:41.005I can't wait, Jimmy.00:44:41.025 --> 00:44:42.565Let's wrap up this episode00:44:42.626 --> 00:44:43.485with a parting shot.00:44:43.545 --> 00:44:44.465What do you want to wrap up00:44:44.525 --> 00:44:46.266as we are one week past CSM?00:44:46.567 --> 00:44:48.188Only 51 more weeks before next year.00:44:48.827 --> 00:44:49.088I mean,00:44:49.168 --> 00:44:50.509we're not counting down or anything.00:44:51.909 --> 00:44:53.409If not you, then who?00:44:53.730 --> 00:44:54.170I like that.00:44:55.590 --> 00:44:55.791Yeah.00:44:56.971 --> 00:44:58.331Complain about it and you get nothing.00:44:59.811 --> 00:45:01.313Do something about it and you might not.00:45:01.632 --> 00:45:02.954You're not going to solve it that day.00:45:02.974 --> 00:45:04.014I got bad news for you.00:45:04.134 --> 00:45:05.074Not going to solve it that day.00:45:05.235 --> 00:45:05.894Good news is.00:45:08.001 --> 00:45:10.141Long-term, I like them odds, right?00:45:10.603 --> 00:45:11.742I was very okay.00:45:12.284 --> 00:45:13.744Come on, we all walk into a presentation.00:45:13.764 --> 00:45:15.246You're like, a hundred people are here.00:45:15.585 --> 00:45:15.826Nice.00:45:16.547 --> 00:45:18.668All 100 of them are going to love this.00:45:18.688 --> 00:45:20.469They're not.00:45:20.849 --> 00:45:21.869They're not because we're big,00:45:21.909 --> 00:45:22.349dumb animals.00:45:22.710 --> 00:45:23.771I might need to go to CSM00:45:23.791 --> 00:45:24.652for the next seven years.00:45:26.851 --> 00:45:29.153Even better, I go to CSM one year,00:45:29.893 --> 00:45:30.715someone else sees it,00:45:30.795 --> 00:45:31.275and they give a00:45:31.315 --> 00:45:32.356presentation somewhere else00:45:32.856 --> 00:45:34.536with what they learned and built on.00:45:35.097 --> 00:45:35.597And to me,00:45:35.617 --> 00:45:38.079that's how good – make good work00:45:38.659 --> 00:45:39.039well-known.00:45:39.440 --> 00:45:41.581And I just – I like them odds.00:45:42.481 --> 00:45:42.842All right.00:45:43.943 --> 00:45:45.123Why don't we – we'll drop a00:45:45.164 --> 00:45:46.824link to the pocket guide in00:45:46.844 --> 00:45:48.346the show notes, the whole nine yards.00:45:48.865 --> 00:45:50.347And good on you for doing that.00:45:50.967 --> 00:45:52.728I saw it in the back when I read a book.00:45:55.820 --> 00:45:56.844and that's a good thing00:45:56.864 --> 00:45:58.007that's a very good thing00:45:58.378 --> 00:45:59.099I've never sat down.00:45:59.119 --> 00:46:00.940I'm like, you know what the world needs?00:46:01.420 --> 00:46:03.001My words in print.00:46:03.501 --> 00:46:04.603Cause I don't understand00:46:04.742 --> 00:46:06.684what I'm going to say until after my,00:46:06.943 --> 00:46:08.284my you're hearing at the same time.00:46:08.405 --> 00:46:08.625I am.00:46:08.684 --> 00:46:10.025My brain is just like, get it out,00:46:10.045 --> 00:46:10.606get it out.00:46:11.025 --> 00:46:12.927But good on you for, for you and shy for,00:46:13.106 --> 00:46:14.128for sitting down and saying,00:46:14.688 --> 00:46:15.548this is necessary.00:46:15.588 --> 00:46:16.389There's a problem.00:46:16.708 --> 00:46:17.670Here's the agitation.00:46:18.150 --> 00:46:19.490Let's create the solution so00:46:19.530 --> 00:46:20.731we can achieve that outcome.00:46:21.172 --> 00:46:22.012It's all about peso.00:46:22.132 --> 00:46:23.193So my parting shot will be,00:46:23.733 --> 00:46:24.594it's all about pesos.00:46:25.454 --> 00:46:27.119Elise, same bat time,00:46:27.159 --> 00:46:28.262same bat channel next time.00:46:28.603 --> 00:46:29.626And we promise the show,00:46:29.947 --> 00:46:30.891this live stream will never,00:46:31.010 --> 00:46:32.193ever jump the shark.