The Art of Communication and Storytelling in Patient Care

WEBVTT 00:00:02.076 --> 00:00:04.658 And we're back in more ways than one. 00:00:04.719 --> 00:00:05.679 It's the, you know, 00:00:05.759 --> 00:00:07.801 the cliche radio thing to 00:00:07.860 --> 00:00:08.702 say when you're back from 00:00:08.742 --> 00:00:09.881 commercial break or whatever, 00:00:09.922 --> 00:00:10.903 but it's also a thing to 00:00:10.942 --> 00:00:12.384 say when you're back from CSM. 00:00:12.423 --> 00:00:13.625 I just flew back from Boston 00:00:13.644 --> 00:00:14.865 and boy are my arms tired. 00:00:16.260 --> 00:00:16.881 That was a lot of work. 00:00:17.501 --> 00:00:19.463 At least you didn't have to fly to Texas. 00:00:19.643 --> 00:00:19.922 Otherwise, 00:00:19.963 --> 00:00:21.425 your arms would be really tired. 00:00:21.625 --> 00:00:22.365 That's next year. 00:00:22.466 --> 00:00:23.847 Next year is Texas. 00:00:24.227 --> 00:00:24.888 It sure is. 00:00:24.908 --> 00:00:26.489 Yeah. 00:00:26.609 --> 00:00:28.190 Elise, the OncoPT. 00:00:28.431 --> 00:00:28.992 I'm Jimmy. 00:00:29.772 --> 00:00:31.454 I work for PT Podcast, which is me. 00:00:31.474 --> 00:00:32.054 I work for myself. 00:00:33.015 --> 00:00:33.816 We did CSM, 00:00:33.835 --> 00:00:35.756 which is APTA's combined 00:00:35.777 --> 00:00:36.517 sections meeting the 00:00:36.557 --> 00:00:37.357 largest gathering of 00:00:37.398 --> 00:00:39.238 physical therapists in the world. 00:00:39.459 --> 00:00:40.238 That is verified. 00:00:40.719 --> 00:00:41.619 I believe the final tally 00:00:41.659 --> 00:00:42.859 was somewhere just north of 00:00:42.859 --> 00:00:44.481 16,000 physical therapists 00:00:44.521 --> 00:00:47.442 getting together in nice balmy Boston, 00:00:48.003 --> 00:00:49.423 Massachusetts in February. 00:00:50.853 --> 00:00:51.914 Highlights from the conference. 00:00:52.274 --> 00:00:53.094 What'd you take away? 00:00:53.155 --> 00:00:54.395 What were things that you were like, yeah, 00:00:54.435 --> 00:00:55.396 this is on my highlight 00:00:55.415 --> 00:00:57.636 reel besides the things that we could, 00:00:57.655 --> 00:00:59.756 let's just get, I mean, seeing friends, 00:00:59.856 --> 00:01:00.557 rubbing elbows, 00:01:00.616 --> 00:01:02.378 making new ones that 00:01:02.417 --> 00:01:03.597 happens every conference. 00:01:04.218 --> 00:01:04.498 Right. 00:01:04.519 --> 00:01:05.239 So what were some of the 00:01:05.278 --> 00:01:07.060 things that happened outside of that? 00:01:07.099 --> 00:01:07.780 Cause those are nice. 00:01:08.742 --> 00:01:09.584 This was the first 00:01:09.623 --> 00:01:10.965 conference that I genuinely 00:01:11.025 --> 00:01:12.766 felt confident enough in 00:01:13.087 --> 00:01:14.408 what I know and understand 00:01:14.447 --> 00:01:16.468 about oncology to go to 00:01:16.650 --> 00:01:18.450 non-oncology programming. 00:01:19.212 --> 00:01:21.754 And I feel like the more 00:01:21.894 --> 00:01:24.676 well-rounded aspect, you know, 00:01:24.736 --> 00:01:25.456 and that's why we call it 00:01:25.477 --> 00:01:26.757 the combined sections meeting, right? 00:01:26.977 --> 00:01:27.918 All the academies and 00:01:27.959 --> 00:01:29.159 sections are meeting and 00:01:29.180 --> 00:01:30.381 putting on programming sessions. 00:01:30.760 --> 00:01:32.543 But I think there was so 00:01:32.602 --> 00:01:35.004 much that I learned that I 00:01:35.103 --> 00:01:37.465 can take back for my 00:01:37.506 --> 00:01:39.186 oncology patients who, you know, 00:01:39.326 --> 00:01:41.049 they don't just have cancer, right? 00:01:41.088 --> 00:01:41.868 They have all the things. 00:01:41.909 --> 00:01:43.049 They have a heart. 00:01:43.150 --> 00:01:44.450 They have a pelvic floor. 00:01:44.870 --> 00:01:46.412 And there was a lot that I 00:01:46.453 --> 00:01:48.334 felt like I learned that was really, 00:01:48.373 --> 00:01:49.355 really applicable and is 00:01:49.375 --> 00:01:50.435 going to help me be a more 00:01:50.615 --> 00:01:51.816 well-rounded clinician. 00:01:51.835 --> 00:01:52.436 Yeah. 00:01:53.634 --> 00:01:54.974 Um, something that I picked up, 00:01:55.355 --> 00:01:56.397 I did a lot of interviewing. 00:01:56.477 --> 00:01:58.197 Obviously I didn't get to attend as many, 00:01:58.659 --> 00:01:59.399 um, sessions. 00:01:59.679 --> 00:02:01.381 I gave a session on communications. 00:02:01.561 --> 00:02:03.302 It was pretty, I thought well received, 00:02:03.382 --> 00:02:03.602 right? 00:02:03.703 --> 00:02:04.724 No one threw anything at me, 00:02:04.743 --> 00:02:05.463 which is always good. 00:02:06.385 --> 00:02:08.926 Um, mine, I'm going to redo that session. 00:02:08.986 --> 00:02:10.427 So I'm pulling a Taylor Swift. 00:02:10.769 --> 00:02:12.330 So excited for this. 00:02:12.569 --> 00:02:15.573 Here's my Taylor Swift move, which is, Hey, 00:02:15.932 --> 00:02:17.354 her masters were sold or 00:02:17.394 --> 00:02:19.036 her catalog was sold to someone. 00:02:19.116 --> 00:02:20.377 She was like, that's not cool. 00:02:21.271 --> 00:02:21.731 And then, 00:02:21.752 --> 00:02:24.274 do you know the backstory on this? 00:02:24.554 --> 00:02:26.455 Kelly Clarkson tweeted at 00:02:26.496 --> 00:02:28.597 Taylor Swift and was like, you know, 00:02:28.616 --> 00:02:29.578 it'd be a shame if you went 00:02:29.617 --> 00:02:30.337 into the studio and 00:02:30.377 --> 00:02:31.558 re-recorded all your songs 00:02:31.579 --> 00:02:32.340 because then they would be 00:02:32.400 --> 00:02:33.460 new versions and they would 00:02:33.479 --> 00:02:34.061 belong to you. 00:02:35.420 --> 00:02:36.662 So I'm not doing this to go 00:02:36.701 --> 00:02:38.203 behind APTA's back. 00:02:38.383 --> 00:02:40.245 I'm doing it to make what 00:02:40.284 --> 00:02:41.506 I'm saying more accessible. 00:02:42.247 --> 00:02:43.106 And it's sort of meta 00:02:43.146 --> 00:02:45.949 because in my presentation, I was like, 00:02:45.990 --> 00:02:47.570 hey, it was to researchers. 00:02:47.591 --> 00:02:48.651 It was the Academy of Research. 00:02:49.391 --> 00:02:50.573 And I was like, you're researchers, 00:02:50.633 --> 00:02:51.894 you do a bunch of research, 00:02:52.094 --> 00:02:53.235 and then you get published, 00:02:54.175 --> 00:02:54.937 and you're done. 00:02:55.888 --> 00:02:57.110 And I'm like, but you're not done. 00:02:57.729 --> 00:02:59.932 From my view, you need to promote that. 00:03:00.433 --> 00:03:01.375 No one else does that. 00:03:01.715 --> 00:03:02.997 The journal's responsibility 00:03:03.016 --> 00:03:04.399 is to publish it in a journal. 00:03:04.498 --> 00:03:05.680 They are essentially, 00:03:05.699 --> 00:03:06.581 they might do a couple of things. 00:03:07.021 --> 00:03:08.304 They are essentially done. 00:03:09.433 --> 00:03:11.795 They're not banging the drum for you, 00:03:13.157 --> 00:03:13.537 with you. 00:03:13.637 --> 00:03:13.978 They're not. 00:03:14.418 --> 00:03:16.500 So I needed to set the problem, 00:03:16.520 --> 00:03:17.901 which is you set out on 00:03:17.920 --> 00:03:19.201 this journey to record or 00:03:19.241 --> 00:03:21.463 to do research because you wanted people, 00:03:22.084 --> 00:03:22.865 you wanted to achieve 00:03:22.925 --> 00:03:24.006 understanding with people. 00:03:24.286 --> 00:03:25.747 And I want to be very understanding. 00:03:25.766 --> 00:03:27.027 Does that mean someone does 00:03:27.087 --> 00:03:28.348 something that you want them to do, 00:03:28.710 --> 00:03:30.050 believes something that you 00:03:30.070 --> 00:03:30.550 want them to do? 00:03:30.890 --> 00:03:32.393 It's that you have an understanding, 00:03:32.612 --> 00:03:32.752 right? 00:03:32.772 --> 00:03:34.473 I don't need you to like this or buy this, 00:03:34.895 --> 00:03:36.116 but we have to be on the same page. 00:03:36.635 --> 00:03:36.776 Right. 00:03:37.276 --> 00:03:38.056 So you did that. 00:03:38.277 --> 00:03:39.318 And then we need to 00:03:39.359 --> 00:03:40.479 understand that you just 00:03:40.560 --> 00:03:42.681 publishing isn't the end zone. 00:03:42.942 --> 00:03:43.322 It's not. 00:03:45.104 --> 00:03:47.145 When so at the conference, 00:03:47.485 --> 00:03:49.687 I was in a session and it was a really, 00:03:49.728 --> 00:03:50.568 really good session. 00:03:50.628 --> 00:03:52.330 And one of the comments made, you know, 00:03:52.371 --> 00:03:53.972 the oft cited statistic of 00:03:54.492 --> 00:03:56.974 it takes 17 years before, you know, 00:03:57.194 --> 00:03:58.355 from when research comes 00:03:58.455 --> 00:03:59.456 out to when it's really, 00:03:59.537 --> 00:04:00.617 truly implemented, 00:04:00.717 --> 00:04:02.080 like in the clinical setting. 00:04:02.699 --> 00:04:05.640 And so someone got up and was, you know, 00:04:05.681 --> 00:04:06.320 talking about, 00:04:06.341 --> 00:04:07.901 and it was probably from a 00:04:07.961 --> 00:04:09.722 researcher's perspective of, you know, 00:04:09.842 --> 00:04:12.883 we've published two articles in, you know, 00:04:12.923 --> 00:04:14.002 journals on this topic. 00:04:14.082 --> 00:04:15.683 We did this, we did this. 00:04:16.084 --> 00:04:17.163 And I don't know that it was 00:04:17.223 --> 00:04:19.105 the exact same time as your presentation, 00:04:19.144 --> 00:04:19.404 Jimmy, 00:04:19.444 --> 00:04:22.766 but it was so timely in that across 00:04:22.805 --> 00:04:24.725 the convention center somewhere, or, 00:04:24.766 --> 00:04:24.966 you know, 00:04:25.007 --> 00:04:26.026 at one of the hotels you were 00:04:26.086 --> 00:04:27.687 presenting on this exact topic. 00:04:28.146 --> 00:04:29.247 And I think with that, 00:04:30.127 --> 00:04:32.088 What communicates to us is 00:04:32.709 --> 00:04:33.809 this information, 00:04:34.189 --> 00:04:36.170 even though it was presented at CSM, 00:04:36.209 --> 00:04:37.589 which is probably the 00:04:37.629 --> 00:04:38.470 largest audience of 00:04:38.490 --> 00:04:39.391 physical therapists that we 00:04:39.411 --> 00:04:40.571 can get in any one place at 00:04:40.630 --> 00:04:41.690 one time physically, 00:04:42.310 --> 00:04:43.911 it's still not enough to 00:04:44.112 --> 00:04:45.632 reach the masses. 00:04:45.752 --> 00:04:46.853 And so when you put that 00:04:46.913 --> 00:04:48.192 poll up or whatever on 00:04:48.692 --> 00:04:50.014 Twitter X the other day and said, 00:04:50.334 --> 00:04:50.973 should I do it? 00:04:52.298 --> 00:04:54.399 mean I all over that cannot 00:04:54.439 --> 00:04:55.259 wait for that to come out 00:04:55.281 --> 00:04:57.100 because it's so necessary 00:04:57.120 --> 00:04:58.562 we're big dumb humans we 00:04:58.581 --> 00:04:59.422 need to be reminded of 00:04:59.463 --> 00:05:00.983 something and coaxed right 00:05:01.023 --> 00:05:01.803 tell your kid to clean 00:05:01.843 --> 00:05:02.603 their room do you think 00:05:02.624 --> 00:05:03.504 they do it the first time 00:05:03.543 --> 00:05:04.524 of course not but adults 00:05:04.584 --> 00:05:05.966 are not different on that 00:05:05.985 --> 00:05:07.026 we need to be coaxed into 00:05:07.065 --> 00:05:09.206 things and research is no 00:05:09.226 --> 00:05:10.088 different because you're 00:05:10.267 --> 00:05:11.208 asking someone and here's 00:05:11.247 --> 00:05:12.528 how I do it as a parallel 00:05:12.548 --> 00:05:14.769 to a relationship if you 00:05:14.810 --> 00:05:16.430 were to you have coffee 00:05:16.451 --> 00:05:17.130 with someone you meet 00:05:17.151 --> 00:05:18.271 someone you have coffee and 00:05:18.291 --> 00:05:18.971 then you get married 00:05:19.973 --> 00:05:20.853 And that's not how it happens. 00:05:20.874 --> 00:05:21.915 There are some steps in between there, 00:05:22.235 --> 00:05:22.375 right? 00:05:23.235 --> 00:05:24.475 You publishing something, 00:05:25.555 --> 00:05:26.757 sharing the link on Twitter 00:05:27.036 --> 00:05:28.358 or Facebook or emailing it 00:05:28.398 --> 00:05:29.817 to someone is one way. 00:05:30.478 --> 00:05:32.379 But also how you're doing that thing, 00:05:33.019 --> 00:05:33.240 right? 00:05:33.680 --> 00:05:36.500 Like, I tell people all the time, 00:05:36.560 --> 00:05:37.620 if your post or your video 00:05:37.641 --> 00:05:39.422 starts off with I, you lost. 00:05:39.442 --> 00:05:39.461 I... 00:05:42.002 --> 00:05:43.064 worked on it I published an 00:05:43.204 --> 00:05:45.444 article in whatever on this 00:05:45.464 --> 00:05:47.406 I it's out if you start 00:05:47.447 --> 00:05:49.028 with you it's an easier 00:05:49.048 --> 00:05:50.988 mindset shift you can learn 00:05:51.028 --> 00:05:52.810 how to do blank for blank 00:05:53.129 --> 00:05:54.411 easier you can learn blank 00:05:54.451 --> 00:05:55.651 to do blank for blank 00:05:56.252 --> 00:05:58.754 faster cheaper frame it 00:05:58.834 --> 00:05:59.913 from a me perspective 00:05:59.935 --> 00:06:01.035 because we're all big dumb 00:06:01.095 --> 00:06:02.076 animals and we're trying to 00:06:02.175 --> 00:06:03.036 sort through all the 00:06:03.076 --> 00:06:04.036 different messages that we 00:06:04.076 --> 00:06:05.038 get every single day 00:06:06.298 --> 00:06:07.338 on how is this going to help 00:06:07.358 --> 00:06:08.579 me become a better version of me. 00:06:09.180 --> 00:06:10.101 So if Elise said, 00:06:10.562 --> 00:06:12.144 I released a course on 00:06:12.343 --> 00:06:14.286 something in oncology PT, 00:06:14.346 --> 00:06:14.887 like that's good. 00:06:15.067 --> 00:06:15.708 Okay, good for you. 00:06:15.728 --> 00:06:16.127 Hey, good. 00:06:16.187 --> 00:06:16.608 I'll clap. 00:06:16.968 --> 00:06:17.569 Good for you, Elise. 00:06:18.230 --> 00:06:19.612 If you frame it, if you would, 00:06:20.132 --> 00:06:22.435 you can become better at 00:06:22.514 --> 00:06:23.937 this in half the time. 00:06:24.257 --> 00:06:25.197 Now you have my attention. 00:06:25.317 --> 00:06:26.059 You have a chance. 00:06:26.939 --> 00:06:28.141 and I'm just saying frame it 00:06:28.161 --> 00:06:31.101 differently so I frame the 00:06:31.201 --> 00:06:32.302 argument or the problem 00:06:32.822 --> 00:06:34.062 you're a researcher you do 00:06:34.122 --> 00:06:35.002 research you public's 00:06:35.043 --> 00:06:35.944 research you're done but 00:06:36.303 --> 00:06:38.264 you're not done and then I 00:06:38.305 --> 00:06:39.444 come to their rescue or at 00:06:39.485 --> 00:06:40.805 least I explain why I'm 00:06:40.826 --> 00:06:41.206 like you're not 00:06:41.245 --> 00:06:42.466 incentivized to do this you 00:06:42.487 --> 00:06:43.247 don't have the tools of 00:06:43.286 --> 00:06:44.226 training over time you 00:06:44.247 --> 00:06:44.947 don't have the people the 00:06:44.968 --> 00:06:47.528 product of the process um 00:06:48.752 --> 00:06:50.273 But I can show you how to do it. 00:06:50.952 --> 00:06:52.173 There are people who exist 00:06:52.213 --> 00:06:52.935 in this world called 00:06:52.975 --> 00:06:53.915 science communicators that 00:06:53.935 --> 00:06:55.196 you can hire or partner with. 00:06:55.255 --> 00:06:56.416 Or if you're at a major university, 00:06:56.437 --> 00:06:57.517 you might have those people. 00:06:59.079 --> 00:07:00.120 So I wanted to point that out. 00:07:00.199 --> 00:07:02.380 And then my co-presenter, Sheila, 00:07:03.161 --> 00:07:03.922 is a researcher. 00:07:04.182 --> 00:07:05.603 She picked a random paper 00:07:05.923 --> 00:07:06.663 and we did research. 00:07:07.267 --> 00:07:09.170 all the things you know made 00:07:09.211 --> 00:07:11.634 a video and turned some of 00:07:11.673 --> 00:07:13.997 the um research findings 00:07:14.038 --> 00:07:15.439 into a linkedin article at 00:07:15.480 --> 00:07:16.300 the bottom there's a link 00:07:16.321 --> 00:07:17.461 to the full paper so I 00:07:17.482 --> 00:07:17.903 don't want to do a 00:07:17.963 --> 00:07:19.245 theoretical like you know 00:07:20.237 --> 00:07:21.577 um campaign about a paper 00:07:21.617 --> 00:07:22.838 about widgets I wanted to 00:07:22.898 --> 00:07:24.098 do about a real thing so 00:07:24.119 --> 00:07:25.298 I'm redoing that today at 00:07:25.459 --> 00:07:26.879 noon so in like an hour I'm 00:07:26.920 --> 00:07:28.319 just gonna jump on and be 00:07:28.399 --> 00:07:29.540 my part of the presentation 00:07:30.000 --> 00:07:31.180 and she is also going to 00:07:31.201 --> 00:07:32.461 eventually do her part of 00:07:32.482 --> 00:07:33.781 the presentation and we're 00:07:33.802 --> 00:07:34.223 going to share it on 00:07:34.262 --> 00:07:35.163 youtube then it's going to 00:07:35.202 --> 00:07:36.723 live there forever and ever 00:07:36.744 --> 00:07:38.584 and ever until a meteor 00:07:38.624 --> 00:07:40.245 strikes earth and and kills 00:07:40.285 --> 00:07:41.725 everything and youtube but 00:07:41.785 --> 00:07:42.766 it forever that's why 00:07:43.386 --> 00:07:44.646 right but it's going to be 00:07:44.687 --> 00:07:45.887 there and it's searchable 00:07:45.987 --> 00:07:46.526 and it's the world's 00:07:46.547 --> 00:07:48.067 largest search engine which 00:07:48.108 --> 00:07:49.067 is owned by the world's 00:07:49.528 --> 00:07:50.189 sorry youtube is the 00:07:50.228 --> 00:07:50.968 world's second largest 00:07:50.988 --> 00:07:51.649 search engine which is 00:07:51.709 --> 00:07:52.449 owned by google which is 00:07:52.470 --> 00:07:53.949 the world's first largest 00:07:54.110 --> 00:07:55.310 search engine so it's fine 00:07:56.271 --> 00:07:57.071 so I'm going to do it today 00:07:57.411 --> 00:07:58.591 and likely no one's going 00:07:58.612 --> 00:07:59.632 to watch it live maybe some 00:07:59.651 --> 00:08:00.833 people watch it live maybe 00:08:01.492 --> 00:08:03.033 but that's okay and every 00:08:03.074 --> 00:08:04.314 day after that this thing 00:08:04.394 --> 00:08:05.774 exists so I am planting 00:08:05.814 --> 00:08:07.435 seeds and if to me I said I 00:08:07.475 --> 00:08:08.115 had a room full of a 00:08:08.175 --> 00:08:09.076 hundred people right so 00:08:09.096 --> 00:08:09.776 there are a hundred people 00:08:09.815 --> 00:08:11.336 my president I knew two 00:08:12.442 --> 00:08:13.642 Two were actually going to 00:08:13.663 --> 00:08:14.343 listen to what I said. 00:08:14.504 --> 00:08:15.244 I was okay with that. 00:08:16.103 --> 00:08:17.165 The rest of them understood 00:08:17.185 --> 00:08:17.904 and agreed with me, 00:08:18.185 --> 00:08:19.245 but I understood math. 00:08:19.745 --> 00:08:21.245 Two were actually going to do it. 00:08:21.567 --> 00:08:22.367 And I was like, okay, 00:08:23.127 --> 00:08:25.148 I'm standing here anyway, so great. 00:08:25.327 --> 00:08:25.807 We'll do this, 00:08:25.867 --> 00:08:27.269 and two people will actually do it. 00:08:27.728 --> 00:08:29.050 A hundred of you nodded and agreed, 00:08:29.089 --> 00:08:30.509 but two actually were going to do it. 00:08:30.529 --> 00:08:30.730 I'm like, 00:08:30.949 --> 00:08:32.150 I like them odds because I'm 00:08:32.230 --> 00:08:33.390 realistic about those odds. 00:08:33.591 --> 00:08:35.091 So that's how my CSM went. 00:08:36.038 --> 00:08:36.278 You know, 00:08:36.379 --> 00:08:37.580 and I want to pull out a couple 00:08:37.600 --> 00:08:38.341 of things that you said 00:08:38.380 --> 00:08:39.322 that are really important. 00:08:39.383 --> 00:08:40.524 So number one, 00:08:40.703 --> 00:08:41.926 I want to commend you on the 00:08:41.946 --> 00:08:43.288 fact that not only did you 00:08:43.347 --> 00:08:45.330 present this as here's the problem, 00:08:45.910 --> 00:08:46.893 you didn't stop there, right? 00:08:46.932 --> 00:08:49.355 You said, here's how we fix the problem, 00:08:49.395 --> 00:08:50.297 but not just... 00:08:51.018 --> 00:08:51.677 theoretically, 00:08:51.738 --> 00:08:54.059 how we fix the problem is this. 00:08:54.440 --> 00:08:56.280 You then broke it down with an example. 00:08:56.461 --> 00:08:58.243 And I mean, when we're working, 00:08:58.523 --> 00:09:00.024 let's take it to patient care. 00:09:00.384 --> 00:09:01.085 When we're working with 00:09:01.125 --> 00:09:02.044 patients and we say, 00:09:02.144 --> 00:09:04.567 we need to strengthen blah, blah, blah, 00:09:04.626 --> 00:09:04.787 right? 00:09:04.807 --> 00:09:05.888 Whatever we're working on. 00:09:06.368 --> 00:09:08.249 We don't just tell them, hey, 00:09:08.308 --> 00:09:10.130 you need to strengthen this muscle. 00:09:11.038 --> 00:09:11.658 See you next week. 00:09:12.479 --> 00:09:14.081 We provide them with, you know, 00:09:14.280 --> 00:09:16.543 an exact method by which to do that. 00:09:16.643 --> 00:09:19.164 And not only do we just say, here's, 00:09:19.304 --> 00:09:21.346 you know, here's a handout, right? 00:09:21.386 --> 00:09:23.028 Or we shouldn't be saying here's a handout, 00:09:23.388 --> 00:09:25.809 but then we demonstrate it for them. 00:09:25.909 --> 00:09:27.851 We demonstrate it with them. 00:09:28.052 --> 00:09:28.873 We are, you know, 00:09:28.972 --> 00:09:30.274 cuing them through 00:09:30.413 --> 00:09:31.754 different methods on like, you know, 00:09:32.135 --> 00:09:33.517 here's how to do it. 00:09:33.557 --> 00:09:34.457 Here's different, you know, 00:09:34.498 --> 00:09:35.719 ways not to do it, et cetera. 00:09:35.759 --> 00:09:38.081 We don't just leave it at random. 00:09:38.620 --> 00:09:39.601 Here's the problem. 00:09:40.121 --> 00:09:42.102 Here's the theoretical fix 00:09:42.123 --> 00:09:42.783 with our clients. 00:09:42.923 --> 00:09:44.423 Why are we trying to do that 00:09:45.063 --> 00:09:46.504 in the research realm too? 00:09:46.644 --> 00:09:48.405 Like if we're trying to get clinicians, 00:09:48.605 --> 00:09:49.346 ideally, right? 00:09:49.405 --> 00:09:50.927 We're trying to get us to 00:09:51.027 --> 00:09:52.567 implement something in our practice. 00:09:53.028 --> 00:09:56.129 If we just put out a paper that says, 00:09:57.519 --> 00:09:58.721 this works, this is how to do it. 00:09:59.500 --> 00:10:00.621 You're right. 00:10:00.822 --> 00:10:01.562 As humans, 00:10:02.743 --> 00:10:03.884 there are too many competing 00:10:03.903 --> 00:10:05.684 messages and so much other 00:10:05.725 --> 00:10:06.686 stuff that we have to do to 00:10:06.826 --> 00:10:07.885 just kind of stay alive on 00:10:07.905 --> 00:10:08.846 a day-to-day basis. 00:10:09.027 --> 00:10:10.347 It's not going to make its 00:10:10.388 --> 00:10:11.989 way into practice in a timely fashion. 00:10:12.009 --> 00:10:13.068 It's going to ruffle a lot 00:10:13.089 --> 00:10:14.710 of feathers right now, okay? 00:10:15.250 --> 00:10:17.231 But I'll sum up what you just said. 00:10:17.711 --> 00:10:19.253 We are not in tell business. 00:10:19.773 --> 00:10:20.793 We are in show business. 00:10:21.053 --> 00:10:21.354 Oh, I love that. 00:10:21.374 --> 00:10:22.595 And that is not to minimize 00:10:22.674 --> 00:10:23.855 that there's scientific 00:10:24.436 --> 00:10:25.817 evidence and rigor and that 00:10:25.836 --> 00:10:27.317 we're not just vapid people 00:10:27.825 --> 00:10:28.966 I'm not trying to lump us in 00:10:29.005 --> 00:10:30.166 with the Kardashians, 00:10:30.265 --> 00:10:31.746 although they are slick business people. 00:10:31.807 --> 00:10:32.706 If you really want to get to 00:10:32.726 --> 00:10:33.287 the bottom of it, 00:10:33.326 --> 00:10:34.148 they understand how to 00:10:34.168 --> 00:10:34.888 capture attention and 00:10:34.908 --> 00:10:36.869 monetize that living out of themselves. 00:10:37.849 --> 00:10:38.690 You're in show business. 00:10:38.850 --> 00:10:40.269 You would not, as you just said, 00:10:40.910 --> 00:10:41.951 tell someone about an 00:10:42.431 --> 00:10:43.692 exercise you would show them. 00:10:44.658 --> 00:10:45.440 So in research, 00:10:45.480 --> 00:10:46.900 you're not telling me what you found. 00:10:46.941 --> 00:10:48.783 I need you to show me what you found. 00:10:48.802 --> 00:10:49.764 I think I had a slide that 00:10:49.903 --> 00:10:52.044 came up and I try to say 00:10:52.066 --> 00:10:54.147 the same thing 15 different ways, right? 00:10:54.167 --> 00:10:55.248 Because one or two of those 00:10:55.288 --> 00:10:56.809 are going to resonate and 13 might not. 00:10:56.929 --> 00:10:57.971 I understand how odds work. 00:10:58.591 --> 00:11:00.613 And I said, don't tell me about a story. 00:11:00.712 --> 00:11:01.933 I want you to tell me a story. 00:11:02.114 --> 00:11:04.495 And the difference is when 00:11:04.535 --> 00:11:05.657 you tell me a story versus 00:11:05.677 --> 00:11:06.798 tell me about a story, 00:11:07.599 --> 00:11:09.321 when you tell me the story, I see... 00:11:11.027 --> 00:11:11.447 nuance. 00:11:11.589 --> 00:11:12.410 I can picture it. 00:11:12.611 --> 00:11:14.176 I can see myself in that story. 00:11:14.255 --> 00:11:15.659 If I say to you right now, 00:11:15.700 --> 00:11:16.903 at least we didn't prepare this, 00:11:16.923 --> 00:11:18.167 but I say Goldilocks. 00:11:18.910 --> 00:11:21.211 You understand what I'm telling you. 00:11:21.331 --> 00:11:22.611 Don't touch other people's stuff. 00:11:22.851 --> 00:11:24.692 If I tell you the three bears, it's, 00:11:25.352 --> 00:11:25.653 listen, 00:11:25.993 --> 00:11:27.253 sacrifice now to plan for the 00:11:27.293 --> 00:11:28.173 future because eventually 00:11:28.192 --> 00:11:29.373 the big bad wolf is coming. 00:11:29.793 --> 00:11:31.453 There's a reason that fairy 00:11:31.494 --> 00:11:32.714 tales and things that we do 00:11:32.754 --> 00:11:34.654 for kids are based in stories. 00:11:35.754 --> 00:11:36.774 And then look at movies. 00:11:37.075 --> 00:11:39.576 Every movie is a transformation story. 00:11:39.676 --> 00:11:40.615 And when it's not, 00:11:40.775 --> 00:11:42.096 it's just a bunch of things 00:11:42.155 --> 00:11:42.817 that happened. 00:11:43.356 --> 00:11:44.797 But when there's a common thread, 00:11:45.216 --> 00:11:46.336 we can wrap our heads around them. 00:11:46.577 --> 00:11:47.837 So don't tell me a story. 00:11:49.067 --> 00:11:50.308 Sorry, don't tell me about a story. 00:11:50.369 --> 00:11:52.110 I want you to tell me the story. 00:11:52.191 --> 00:11:53.272 The story has a beginning, middle, 00:11:53.292 --> 00:11:53.591 and end. 00:11:53.913 --> 00:11:54.933 There's a reason for it. 00:11:55.193 --> 00:11:56.115 It was either to educate me 00:11:56.174 --> 00:11:56.735 or entertain me. 00:11:57.436 --> 00:11:58.876 And I break that down for researchers too. 00:11:59.258 --> 00:11:59.937 I understand that there's 00:11:59.977 --> 00:12:00.778 lots of things that you can 00:12:00.798 --> 00:12:02.581 do with phones and computers and cameras, 00:12:02.620 --> 00:12:03.481 microphones these days. 00:12:03.701 --> 00:12:04.241 There's only two. 00:12:05.143 --> 00:12:06.644 You can educate me, make me smarter, 00:12:07.105 --> 00:12:07.966 or you can entertain me. 00:12:09.056 --> 00:12:10.618 appease my animal brain. 00:12:11.018 --> 00:12:11.999 I like what's happening. 00:12:12.038 --> 00:12:13.379 I'm giggling or I'm scared, 00:12:13.440 --> 00:12:15.282 whatever those things are. 00:12:15.302 --> 00:12:16.322 Or, but wait, there's more. 00:12:16.602 --> 00:12:17.484 There's a third thing. 00:12:17.784 --> 00:12:19.206 Can you be entertaining and 00:12:19.265 --> 00:12:20.527 educational at the same time? 00:12:21.347 --> 00:12:22.168 People that can... 00:12:22.748 --> 00:12:25.109 can capture attention and 00:12:25.809 --> 00:12:26.750 unless I capture your 00:12:26.769 --> 00:12:27.510 attention I don't have a 00:12:27.551 --> 00:12:29.831 chance so I sort of you 00:12:29.851 --> 00:12:30.993 know gave researchers a 00:12:31.033 --> 00:12:32.714 little bit of grief I was 00:12:32.734 --> 00:12:33.573 like please do not just 00:12:33.594 --> 00:12:34.934 take a screenshot of your 00:12:35.075 --> 00:12:36.535 abstract put it on 00:12:36.576 --> 00:12:37.797 instagram and think that's 00:12:37.836 --> 00:12:39.118 communication that's that 00:12:39.158 --> 00:12:40.418 is communication that's bad 00:12:40.477 --> 00:12:41.639 communication that's 00:12:41.739 --> 00:12:43.360 telling me about a story 00:12:43.580 --> 00:12:44.740 don't tell me about a story 00:12:45.260 --> 00:12:45.981 tell me a story 00:12:46.542 --> 00:12:47.202 And then I sort of went 00:12:47.222 --> 00:12:48.403 through each social 00:12:48.445 --> 00:12:49.785 platform because these are tools. 00:12:49.946 --> 00:12:50.366 And I was like, 00:12:50.407 --> 00:12:51.528 here's how this one is used. 00:12:51.849 --> 00:12:52.769 What works on Twitter 00:12:52.830 --> 00:12:53.951 wouldn't work on Instagram. 00:12:54.072 --> 00:12:54.652 Here's why. 00:12:54.832 --> 00:12:56.514 One is very visual and one is very text. 00:12:56.975 --> 00:12:58.596 I was like, I can relate. 00:12:58.618 --> 00:12:59.698 This isn't your jam. 00:13:00.700 --> 00:13:01.822 Your jam is research. 00:13:02.860 --> 00:13:03.701 But these are tools. 00:13:03.740 --> 00:13:05.402 And if you understand the physics of them, 00:13:05.842 --> 00:13:07.082 why you set out in the 00:13:07.163 --> 00:13:08.524 first place to achieve 00:13:08.563 --> 00:13:11.466 understanding is easier to achieve. 00:13:11.666 --> 00:13:12.046 That's it. 00:13:12.706 --> 00:13:12.966 You know, 00:13:12.985 --> 00:13:15.147 and I did it in a mock football game. 00:13:15.167 --> 00:13:15.868 Did I tell you about this? 00:13:16.467 --> 00:13:16.648 Yeah. 00:13:16.927 --> 00:13:18.249 Mock football game, right? 00:13:18.428 --> 00:13:19.110 And I had them, 00:13:19.429 --> 00:13:21.051 the team science versus 00:13:21.091 --> 00:13:22.571 team pseudoscience, the quacks. 00:13:24.251 --> 00:13:25.452 I had team science about to 00:13:25.493 --> 00:13:26.472 win the game and they took 00:13:26.513 --> 00:13:28.413 a knee on the 17 yard line, right? 00:13:28.433 --> 00:13:29.875 You guys were so close. 00:13:29.914 --> 00:13:30.615 You guys were so close. 00:13:30.635 --> 00:13:31.275 Why'd you stop? 00:13:31.817 --> 00:13:33.399 Oh my God, that's so good. 00:13:33.419 --> 00:13:34.880 I thought this was as far as 00:13:34.921 --> 00:13:35.721 we were supposed to go. 00:13:35.782 --> 00:13:37.423 My goal is to get published, right? 00:13:37.462 --> 00:13:38.924 No, it's not actually a goal. 00:13:38.945 --> 00:13:40.405 Your goal is to achieve understanding. 00:13:40.886 --> 00:13:41.567 And I think if we, 00:13:41.768 --> 00:13:42.969 a little bit of a mindset shift, 00:13:42.989 --> 00:13:43.609 I don't think it's going to 00:13:43.629 --> 00:13:44.169 change the world, 00:13:44.490 --> 00:13:45.650 but it might change a few 00:13:45.691 --> 00:13:47.592 people's belief and understanding of it. 00:13:48.153 --> 00:13:48.854 And then maybe that's, 00:13:49.174 --> 00:13:49.754 I don't think we're going 00:13:49.774 --> 00:13:51.115 to take 17 years from 00:13:51.437 --> 00:13:53.678 published to practice down to zero. 00:13:54.676 --> 00:13:55.977 But maybe we knock a couple 00:13:56.038 --> 00:13:56.577 years off that. 00:13:56.739 --> 00:13:58.240 I also did hear from someone, 00:13:58.260 --> 00:14:00.003 I think his name is Roderick, 00:14:00.643 --> 00:14:01.504 commented on Facebook. 00:14:01.605 --> 00:14:02.725 And he was like, he made me think, 00:14:02.765 --> 00:14:03.147 he was like, 00:14:03.706 --> 00:14:05.428 there is a good reason it takes a while 00:14:06.572 --> 00:14:07.754 a good reason in that delay, 00:14:07.793 --> 00:14:08.815 which is not everything 00:14:08.835 --> 00:14:10.254 that comes out is immediately adopted, 00:14:10.375 --> 00:14:11.735 which I was like, that's a great point. 00:14:12.076 --> 00:14:13.557 I like that buffer, which, 00:14:13.898 --> 00:14:15.318 which allows for a lot of people, 00:14:15.418 --> 00:14:17.100 a lot of things to be weeded out, right? 00:14:17.220 --> 00:14:18.301 Here's this new thing. 00:14:18.740 --> 00:14:19.721 Everybody jumps on it. 00:14:19.782 --> 00:14:20.741 That's not good either. 00:14:21.243 --> 00:14:23.344 But I think he and I both agreed 17 years. 00:14:23.644 --> 00:14:25.605 That's a, that's feels a little long. 00:14:26.306 --> 00:14:27.687 right and we're all saying 00:14:27.807 --> 00:14:29.047 research not just stuff 00:14:29.287 --> 00:14:30.368 like this was peer-reviewed 00:14:30.427 --> 00:14:32.509 research which has more 00:14:32.568 --> 00:14:33.589 rigor than like I have a 00:14:33.629 --> 00:14:34.589 new thing and then I run an 00:14:34.708 --> 00:14:35.610 ad and people buy it and 00:14:35.649 --> 00:14:36.850 everybody does it so I 00:14:36.889 --> 00:14:37.650 think we're never going to 00:14:37.671 --> 00:14:39.250 go from 17 to zero I think 00:14:39.291 --> 00:14:40.072 it'd probably be good if 00:14:40.491 --> 00:14:41.412 it's good to have a little 00:14:41.451 --> 00:14:42.633 delay right to see if 00:14:42.773 --> 00:14:43.852 things out there but I 00:14:43.893 --> 00:14:45.094 think less than 17 is 00:14:45.193 --> 00:14:46.693 optimal so in my lifetime 00:14:46.734 --> 00:14:47.955 would I like to see that 17 00:14:47.955 --> 00:14:49.796 down to 10 or maybe less 00:14:49.816 --> 00:14:51.115 than 10 yes did we get it 00:14:51.135 --> 00:14:52.897 to a single digit number like 00:14:53.857 --> 00:14:55.720 I'll ask a researcher. 00:14:55.740 --> 00:14:56.902 That's where I get to say, 00:14:57.022 --> 00:14:57.802 I don't know the answer, 00:14:57.863 --> 00:14:59.245 but I know that more 00:14:59.284 --> 00:15:00.186 research is required. 00:15:00.306 --> 00:15:01.528 What would be a good amount 00:15:01.548 --> 00:15:03.610 of time to both get it into 00:15:03.671 --> 00:15:04.532 practice to help more 00:15:04.751 --> 00:15:06.573 people faster and also not 00:15:06.653 --> 00:15:07.796 be something where you just 00:15:07.836 --> 00:15:08.797 turn the wheel whenever the 00:15:08.856 --> 00:15:09.918 new fad comes out? 00:15:10.318 --> 00:15:12.600 So I'm giving my presentation away, 00:15:12.779 --> 00:15:13.759 a la Taylor Swift. 00:15:14.179 --> 00:15:15.179 I'm doing that on YouTube. 00:15:15.379 --> 00:15:15.980 So if you're listening to 00:15:16.000 --> 00:15:17.181 the podcast and you're like, damn it, 00:15:17.260 --> 00:15:17.681 I missed it. 00:15:17.821 --> 00:15:18.620 You didn't because that's 00:15:18.640 --> 00:15:19.701 how YouTube live streams work. 00:15:20.022 --> 00:15:21.062 As soon as I'm done with the live stream, 00:15:21.322 --> 00:15:22.081 it becomes a video. 00:15:22.182 --> 00:15:23.863 So subscribe to our YouTube 00:15:23.883 --> 00:15:25.102 channel at PT Podcast. 00:15:25.982 --> 00:15:28.364 Here's another observation I made. 00:15:28.783 --> 00:15:29.904 A lot of people were walking 00:15:29.945 --> 00:15:31.044 around with camera phones. 00:15:32.129 --> 00:15:32.870 But that's not new. 00:15:33.270 --> 00:15:34.850 But they were using them to 00:15:35.692 --> 00:15:36.631 share things and 00:15:36.692 --> 00:15:38.072 communicate in business and 00:15:38.092 --> 00:15:38.793 in their practice. 00:15:39.113 --> 00:15:40.854 So I don't think that I need 00:15:40.874 --> 00:15:41.955 to yell and scream that 00:15:42.115 --> 00:15:43.235 communication needs to be 00:15:43.274 --> 00:15:44.596 in your workflow. 00:15:44.655 --> 00:15:45.796 These are things you need to do. 00:15:45.816 --> 00:15:47.817 I think people are understanding that. 00:15:47.836 --> 00:15:48.798 I think we've achieved or 00:15:48.817 --> 00:15:50.599 are achieving understanding 00:15:51.019 --> 00:15:51.658 for clinicians. 00:15:51.678 --> 00:15:53.899 They're like, I'm not a marketer. 00:15:54.039 --> 00:15:55.081 I'm not a communicator. 00:15:56.004 --> 00:15:57.323 And I'm like, we're in show business, 00:15:57.364 --> 00:15:58.164 not tell business. 00:15:58.325 --> 00:16:00.585 And that's not to minimize 00:16:01.164 --> 00:16:03.405 or make vapid or superficial what you do. 00:16:03.865 --> 00:16:05.005 That is the way to amplify yourself. 00:16:05.206 --> 00:16:06.486 So I'm seeing a lot more 00:16:06.527 --> 00:16:08.287 people make explainer videos. 00:16:08.547 --> 00:16:11.607 And they're getting their heads around, oh, 00:16:11.648 --> 00:16:12.967 if I can take time to 00:16:13.028 --> 00:16:14.248 present this in a different 00:16:14.288 --> 00:16:17.948 way that's digestible and spreadable, man, 00:16:18.149 --> 00:16:19.429 I multiply myself. 00:16:19.610 --> 00:16:20.830 Doing a really great video 00:16:21.330 --> 00:16:23.610 about a new way to transfer 00:16:23.630 --> 00:16:24.791 a patient or something 00:16:25.451 --> 00:16:27.153 spending an hour on that video, 00:16:28.335 --> 00:16:29.216 that video is now being 00:16:29.296 --> 00:16:29.876 viewed while you're 00:16:29.937 --> 00:16:30.898 sleeping or while you're 00:16:30.918 --> 00:16:31.899 treating patients later. 00:16:31.960 --> 00:16:33.120 It's the only way to truly 00:16:33.201 --> 00:16:34.062 multiply yourself. 00:16:34.923 --> 00:16:35.183 Yes. 00:16:35.904 --> 00:16:36.184 Yes. 00:16:36.605 --> 00:16:36.865 You know, 00:16:37.005 --> 00:16:38.768 and this is something that I think is, 00:16:39.028 --> 00:16:39.129 it's, 00:16:39.408 --> 00:16:40.811 it's more of a conversation that's 00:16:40.831 --> 00:16:42.352 been going on in the business world. 00:16:42.393 --> 00:16:42.552 Like, 00:16:43.960 --> 00:16:44.961 not PT land, 00:16:45.041 --> 00:16:46.121 but just kind of other 00:16:46.182 --> 00:16:48.243 businesses for a long, long time. 00:16:48.322 --> 00:16:49.945 But we are at this point of, 00:16:50.225 --> 00:16:51.765 I think PT is finally on 00:16:51.865 --> 00:16:54.989 the bandwagon of my time is limited. 00:16:55.028 --> 00:16:56.009 My time is finite. 00:16:56.210 --> 00:16:58.331 There's one of me and I can 00:16:58.390 --> 00:16:59.371 spend that time doing 00:16:59.672 --> 00:17:01.754 one-on-one patient care, which is very, 00:17:01.874 --> 00:17:02.715 very important. 00:17:03.215 --> 00:17:04.016 But I know that I'm not 00:17:04.056 --> 00:17:05.317 going to be able to reach everybody. 00:17:05.777 --> 00:17:07.057 I know, like you said, 00:17:07.377 --> 00:17:08.499 you had a hundred people in 00:17:08.538 --> 00:17:09.380 your presentation, 00:17:09.660 --> 00:17:11.902 not all 16,000 people at 00:17:12.061 --> 00:17:13.583 CSM saw your presentation. 00:17:14.563 --> 00:17:15.443 Would they benefit from it? 00:17:16.163 --> 00:17:15.443 100%. 00:17:16.743 --> 00:17:18.285 But not everybody came to that. 00:17:18.365 --> 00:17:20.826 So how can we take that information? 00:17:20.885 --> 00:17:22.646 And I really want to commend 00:17:22.666 --> 00:17:23.547 the clinicians who are 00:17:23.646 --> 00:17:25.708 doing that because they're 00:17:26.367 --> 00:17:28.368 showing up for these presentations. 00:17:28.388 --> 00:17:29.250 They are taking in this 00:17:29.309 --> 00:17:30.450 information and they are 00:17:30.509 --> 00:17:32.030 already doing some of that 00:17:32.111 --> 00:17:33.951 pre-work that you talked about of, hey, 00:17:33.991 --> 00:17:35.352 researchers, let's get on board. 00:17:35.711 --> 00:17:36.673 They're kind of doing that 00:17:36.792 --> 00:17:38.574 digestion and then 00:17:39.634 --> 00:17:41.536 sending that information out 00:17:41.556 --> 00:17:43.717 to maybe their colleagues back home, 00:17:44.258 --> 00:17:45.818 maybe their patients in 00:17:45.858 --> 00:17:47.059 their private practice. 00:17:47.460 --> 00:17:48.641 And not only is that the 00:17:48.721 --> 00:17:49.961 communication of like, 00:17:50.001 --> 00:17:51.363 what is that information? 00:17:51.742 --> 00:17:53.104 But I think it's also 00:17:53.503 --> 00:17:56.205 lending more credibility to 00:17:56.306 --> 00:17:58.827 that physical therapist, for example, 00:17:59.167 --> 00:18:01.690 who is going to these things, learning, 00:18:01.890 --> 00:18:03.711 showing that they're learning and saying, 00:18:04.451 --> 00:18:05.873 I'm working to get better. 00:18:06.354 --> 00:18:07.375 And I think that is 00:18:07.434 --> 00:18:09.056 something that the public 00:18:09.496 --> 00:18:11.838 is excited to see or should 00:18:11.878 --> 00:18:13.519 be excited to see that, hey, 00:18:13.859 --> 00:18:14.701 we're going and we're 00:18:14.721 --> 00:18:15.682 learning these things and 00:18:15.721 --> 00:18:16.583 now we're bringing it back 00:18:16.623 --> 00:18:18.644 to implement in our own communities. 00:18:19.065 --> 00:18:19.484 Because man, 00:18:20.625 --> 00:18:21.885 I know I've said this previously, 00:18:22.287 --> 00:18:24.646 Fort Worth is a big city, 00:18:25.027 --> 00:18:26.228 but there are times when we 00:18:26.307 --> 00:18:27.708 are really lacking a lot of 00:18:27.827 --> 00:18:29.749 necessary healthcare infrastructure, 00:18:30.108 --> 00:18:31.209 especially in oncology, 00:18:31.249 --> 00:18:32.329 which again is my world. 00:18:32.910 --> 00:18:34.691 And so knowing even people 00:18:34.730 --> 00:18:36.790 in my community are seeing 00:18:36.871 --> 00:18:37.951 what I'm bringing back, 00:18:38.051 --> 00:18:38.912 I think is helping to 00:18:39.031 --> 00:18:40.231 elevate the level of care 00:18:40.251 --> 00:18:41.752 that we're able to provide. 00:18:42.338 --> 00:18:47.542 I think it took 1% of any group to do it. 00:18:47.863 --> 00:18:50.424 And then 2% goes, oh, I should do that. 00:18:50.545 --> 00:18:52.506 And then 4%, and then 8%, and then 16%. 00:18:52.846 --> 00:18:54.086 I think it just grows. 00:18:54.446 --> 00:18:55.288 So I think we're starting to 00:18:55.327 --> 00:18:57.628 see that where a PT hosting 00:18:57.648 --> 00:18:59.770 a podcast seven years ago 00:18:59.971 --> 00:19:01.672 was really cute and weird. 00:19:01.932 --> 00:19:03.452 And that's nice that you do that. 00:19:03.553 --> 00:19:04.473 And I got a pat on the head. 00:19:05.034 --> 00:19:07.415 And now doing that is Jump the Shark. 00:19:07.596 --> 00:19:08.375 Are you even old enough to 00:19:08.395 --> 00:19:09.356 know what Jump the Shark is? 00:19:09.737 --> 00:19:09.896 Nope. 00:19:09.978 --> 00:19:11.077 I sure don't know what that means. 00:19:14.119 --> 00:19:14.460 I've got it. 00:19:14.500 --> 00:19:14.720 All right. 00:19:14.759 --> 00:19:16.621 So did you ever see the show on reruns, 00:19:16.681 --> 00:19:17.020 obviously? 00:19:17.040 --> 00:19:18.821 Because it was before my time, too. 00:19:18.842 --> 00:19:19.583 But Happy Days? 00:19:19.603 --> 00:19:21.223 The Fonz? 00:19:21.284 --> 00:19:21.564 No. 00:19:22.203 --> 00:19:23.484 No, I know of it. 00:19:23.545 --> 00:19:25.266 It was the show of the moment, 00:19:25.405 --> 00:19:25.986 of its time. 00:19:26.865 --> 00:19:29.147 And when shows stay on the air too long, 00:19:29.948 --> 00:19:30.708 the writers have to, 00:19:30.748 --> 00:19:32.189 like... They've sort of, like, 00:19:32.308 --> 00:19:33.769 told stories of the characters, 00:19:33.789 --> 00:19:34.971 and they sort of got nowhere to go. 00:19:35.371 --> 00:19:37.211 Well, one of them was the Fonz, and he was, 00:19:37.251 --> 00:19:39.153 like, this cool guy who lived... 00:19:40.032 --> 00:19:41.553 weird over the garage of the 00:19:41.653 --> 00:19:43.354 family and that the focus 00:19:43.394 --> 00:19:44.473 the show was the focus on 00:19:45.173 --> 00:19:47.154 and at some point he wore 00:19:47.194 --> 00:19:48.214 this leather jacket 00:19:48.255 --> 00:19:49.194 motorcycle jacket he was 00:19:49.214 --> 00:19:50.895 like cool right cool hair 00:19:51.375 --> 00:19:53.536 at some point for some 00:19:53.596 --> 00:19:54.396 reason in the plot of a 00:19:54.457 --> 00:19:56.717 show he water ski jumped 00:19:56.916 --> 00:20:00.157 over a shark to save the day somehow 00:20:01.297 --> 00:20:01.856 And they were like, 00:20:01.957 --> 00:20:02.978 this show used to be 00:20:03.057 --> 00:20:04.838 culturally like the show. 00:20:05.459 --> 00:20:06.980 And now we got the main character, 00:20:07.119 --> 00:20:08.019 who's the cool guy. 00:20:08.119 --> 00:20:10.422 For some reason, somehow the plot was like, 00:20:10.481 --> 00:20:11.541 you're going to water ski 00:20:11.602 --> 00:20:12.682 jump over a shark. 00:20:13.782 --> 00:20:15.223 And that meant we have 00:20:15.604 --> 00:20:17.565 nothing else to do with these characters. 00:20:18.105 --> 00:20:19.665 We're now making him jump sharks. 00:20:20.666 --> 00:20:21.326 It meant the show, 00:20:21.366 --> 00:20:22.847 like we need to end the show. 00:20:22.887 --> 00:20:24.107 Like why Seinfeld probably 00:20:24.127 --> 00:20:25.328 could have went on for a few more years. 00:20:25.769 --> 00:20:26.789 And Jerry Seinfeld was like, 00:20:27.810 --> 00:20:29.093 We've squeezed this 00:20:29.133 --> 00:20:31.276 toothpaste tube too much. 00:20:31.316 --> 00:20:32.017 There's nothing left. 00:20:32.136 --> 00:20:34.039 So that is why I will break 00:20:34.079 --> 00:20:35.682 out a Jump the Shark reference. 00:20:36.182 --> 00:20:37.223 It's like, this is over. 00:20:37.664 --> 00:20:39.186 We're not watching this anymore. 00:20:40.788 --> 00:20:41.288 So anyway, 00:20:42.750 --> 00:20:43.752 I think we've gotten to the 00:20:43.792 --> 00:20:44.292 point now in... 00:20:45.902 --> 00:20:46.922 culture where people are 00:20:46.942 --> 00:20:48.522 understanding my viewpoint 00:20:48.623 --> 00:20:51.604 can be easily shared and if 00:20:51.703 --> 00:20:53.263 done right often enough 00:20:53.584 --> 00:20:54.984 right frequency intensity 00:20:55.045 --> 00:20:55.984 time type volume 00:20:56.125 --> 00:20:56.964 progression those are 00:20:57.025 --> 00:20:58.164 exercise principles they're 00:20:58.184 --> 00:20:58.965 also communication 00:20:59.006 --> 00:21:00.586 principles if you do that 00:21:00.645 --> 00:21:02.207 right you can garner an 00:21:02.307 --> 00:21:03.366 audience and that is how 00:21:03.406 --> 00:21:04.426 you actually start to 00:21:04.467 --> 00:21:05.728 spread understanding so 00:21:06.468 --> 00:21:07.228 people are understanding 00:21:07.248 --> 00:21:07.847 the things they're holding 00:21:07.867 --> 00:21:09.028 in their pocket is a tool 00:21:09.888 --> 00:21:10.828 that they can bring 00:21:11.960 --> 00:21:12.861 insight to their local 00:21:12.901 --> 00:21:14.280 community in fort worth or 00:21:14.320 --> 00:21:15.422 upstate new york wherever 00:21:15.461 --> 00:21:16.843 you might be or a 00:21:16.883 --> 00:21:18.304 profession so time and 00:21:18.324 --> 00:21:19.203 space don't matter 00:21:19.763 --> 00:21:21.045 geography and time because 00:21:21.065 --> 00:21:21.625 I'm going to record 00:21:21.644 --> 00:21:22.226 something I'm going to do 00:21:22.246 --> 00:21:22.945 something live today at 00:21:23.006 --> 00:21:24.666 noon in my house in new 00:21:24.707 --> 00:21:25.867 york that anybody can see 00:21:25.907 --> 00:21:26.708 live in the moment but 00:21:26.748 --> 00:21:28.308 don't worry subscribe to 00:21:28.328 --> 00:21:29.249 the youtube channel you can 00:21:29.269 --> 00:21:29.910 watch it later 00:21:30.976 --> 00:21:31.957 I would push that saying, 00:21:31.977 --> 00:21:32.896 I am doing nothing 00:21:32.957 --> 00:21:36.439 necessarily revolutionary. 00:21:36.519 --> 00:21:37.898 It was not possible 15 years 00:21:37.939 --> 00:21:38.480 ago to do this. 00:21:39.039 --> 00:21:39.619 Now it is. 00:21:39.920 --> 00:21:40.980 It's possible for you. 00:21:41.601 --> 00:21:42.801 Now take out science 00:21:42.842 --> 00:21:43.922 communication principles 00:21:43.981 --> 00:21:45.002 and put in whatever you're 00:21:45.083 --> 00:21:45.883 knowledgeable about. 00:21:46.383 --> 00:21:47.203 I'd push back and say, 00:21:47.243 --> 00:21:48.483 why aren't you sharing? 00:21:48.523 --> 00:21:49.325 You got to give me 10 00:21:49.325 --> 00:21:50.826 reasons why you shouldn't do that. 00:21:51.445 --> 00:21:53.707 And if the first couple are, I feel funny, 00:21:55.008 --> 00:21:55.548 that's okay. 00:21:55.988 --> 00:21:56.548 Do it anyway. 00:21:57.288 --> 00:21:58.368 Because you'll get over it. 00:21:58.648 --> 00:21:59.970 I've been broadcasting... 00:22:01.499 --> 00:22:03.420 Since I was 17 years old, since 1997, 00:22:03.420 --> 00:22:03.960 I'm 44. 00:22:03.960 --> 00:22:06.980 I still don't love the sound 00:22:07.000 --> 00:22:07.601 of my own voice. 00:22:07.740 --> 00:22:08.401 I talk a lot. 00:22:08.861 --> 00:22:10.582 Some people will say I love to talk, 00:22:10.642 --> 00:22:11.821 but don't mistake my... 00:22:13.063 --> 00:22:13.782 Hearing the sound of your 00:22:13.803 --> 00:22:14.823 own voice is still weird. 00:22:15.002 --> 00:22:16.023 Doesn't matter, share it anyway. 00:22:16.624 --> 00:22:17.723 Doesn't matter, share it anyway. 00:22:18.805 --> 00:22:19.684 I think the world would be a 00:22:19.704 --> 00:22:21.425 better place if we share 00:22:21.465 --> 00:22:22.165 good information. 00:22:22.246 --> 00:22:23.625 Well, the other thing too that came up, 00:22:24.866 --> 00:22:26.567 a fantastic researcher who 00:22:26.686 --> 00:22:27.186 stayed after the 00:22:27.227 --> 00:22:28.688 presentation to talk with me was like, 00:22:29.473 --> 00:22:30.474 people could use these 00:22:31.095 --> 00:22:33.076 tactics that you're sharing for evil. 00:22:33.316 --> 00:22:33.836 And I was like, 00:22:33.997 --> 00:22:35.057 people are using these 00:22:35.097 --> 00:22:37.338 tactics right now for evil. 00:22:37.358 --> 00:22:38.579 This is why clickbait exists. 00:22:38.599 --> 00:22:40.401 She's like, well, why don't we stop them? 00:22:40.621 --> 00:22:41.821 And I said, because we can't, 00:22:41.882 --> 00:22:42.741 because the internet is 00:22:42.781 --> 00:22:44.723 just free and it's open and 00:22:44.763 --> 00:22:45.943 there are no regulations 00:22:46.304 --> 00:22:48.205 with most things. 00:22:48.905 --> 00:22:49.086 I said, 00:22:49.105 --> 00:22:50.126 the only thing you can do is just 00:22:50.146 --> 00:22:51.028 share really what you 00:22:51.067 --> 00:22:52.789 decide or what you think is really good. 00:22:52.809 --> 00:22:53.490 Right. 00:22:53.790 --> 00:22:55.692 Use help dilute the things 00:22:55.711 --> 00:22:57.193 that you decide are harmful because, 00:22:57.213 --> 00:22:58.934 again, those terms are subjective as well, 00:22:58.974 --> 00:23:00.135 like what's good and what's bad. 00:23:00.797 --> 00:23:01.778 So I said, you know, 00:23:01.798 --> 00:23:04.359 a lie has a lie has been 00:23:04.380 --> 00:23:05.381 around the world three 00:23:05.421 --> 00:23:06.561 times before the truth gets 00:23:06.602 --> 00:23:07.403 out of bed in the morning. 00:23:07.423 --> 00:23:08.263 Mm hmm. 00:23:08.992 --> 00:23:09.834 That's not going to change. 00:23:09.854 --> 00:23:10.574 I'm very sorry, 00:23:10.614 --> 00:23:11.575 but it can get a little 00:23:11.615 --> 00:23:13.556 better if you start sharing good things. 00:23:13.717 --> 00:23:14.856 This does not mean you start 00:23:14.896 --> 00:23:15.837 a podcast and do it every 00:23:15.877 --> 00:23:17.378 day like some guy or some 00:23:17.419 --> 00:23:18.259 girl like I know. 00:23:19.421 --> 00:23:20.821 It does mean you can do that 00:23:21.001 --> 00:23:22.462 on the micro or macro and 00:23:22.502 --> 00:23:23.683 it can reach me. 00:23:24.064 --> 00:23:27.406 I like the question, if not you, then who? 00:23:28.126 --> 00:23:28.847 If not now, then when? 00:23:30.478 --> 00:23:31.357 And again, like you said, 00:23:32.538 --> 00:23:33.700 I'm not trying to throw the 00:23:33.740 --> 00:23:35.461 Kardashians completely under the bus here, 00:23:35.540 --> 00:23:36.580 but going back to that 00:23:36.621 --> 00:23:37.642 researcher's question of 00:23:38.602 --> 00:23:39.603 there is going to be 00:23:39.663 --> 00:23:40.762 someone who is putting out 00:23:41.523 --> 00:23:42.763 this information or 00:23:42.844 --> 00:23:44.484 something contrary to that, 00:23:44.684 --> 00:23:45.865 no matter what you do. 00:23:46.566 --> 00:23:48.507 It's our responsibility as 00:23:48.866 --> 00:23:50.868 healthcare professionals to 00:23:50.969 --> 00:23:52.709 communicate accurate 00:23:52.970 --> 00:23:53.910 information that is 00:23:53.970 --> 00:23:55.250 appropriate for our patients. 00:23:56.148 --> 00:23:57.310 And if we're not doing that, 00:23:57.632 --> 00:23:59.915 someone else will. 00:24:00.376 --> 00:24:03.423 And it may not be what is 00:24:03.583 --> 00:24:04.463 necessarily the best. 00:24:04.904 --> 00:24:06.468 But until you're doing that. 00:24:07.349 --> 00:24:08.412 You can't complain about it. 00:24:08.806 --> 00:24:08.986 Yeah. 00:24:09.326 --> 00:24:09.547 Right. 00:24:09.967 --> 00:24:10.146 So, 00:24:10.426 --> 00:24:11.948 so we were doing some stuff live in 00:24:11.988 --> 00:24:13.128 this session where my 00:24:13.209 --> 00:24:14.490 co-presenter brought up 00:24:14.529 --> 00:24:15.891 some things that she, so she runs, 00:24:16.211 --> 00:24:17.372 she she'll break down articles, 00:24:17.471 --> 00:24:18.492 which I think is awesome. 00:24:18.553 --> 00:24:20.334 Like she's doing the chewing 00:24:20.875 --> 00:24:21.734 and then she's sort of like, 00:24:21.875 --> 00:24:22.675 I did the chewing, 00:24:22.715 --> 00:24:23.636 but there's the full article, 00:24:23.656 --> 00:24:24.636 but this is my breakdown. 00:24:24.656 --> 00:24:25.557 I was like, that's great. 00:24:25.597 --> 00:24:27.980 That's, that's creating micro content. 00:24:28.640 --> 00:24:30.662 And she shared like a couple 00:24:30.682 --> 00:24:31.801 of the articles and examples. 00:24:31.821 --> 00:24:32.942 And I said, okay, stop, stop. 00:24:32.962 --> 00:24:34.104 We didn't, we didn't rehearse this, 00:24:34.163 --> 00:24:36.204 but like, how could she to the audience, 00:24:36.306 --> 00:24:37.625 how could she have written that email? 00:24:38.547 --> 00:24:39.848 headline or the subject line 00:24:39.909 --> 00:24:41.490 better and then I on the 00:24:41.529 --> 00:24:42.371 fly was like what if she 00:24:42.411 --> 00:24:43.291 said this what if she said 00:24:43.311 --> 00:24:43.992 this and someone was like 00:24:44.313 --> 00:24:45.273 wait that last one you did 00:24:45.294 --> 00:24:46.355 doesn't sound accurate I go 00:24:46.516 --> 00:24:47.737 great I'm just pitching 00:24:47.817 --> 00:24:49.258 here I'm not telling you to 00:24:49.318 --> 00:24:50.460 be inaccurate I'm not 00:24:50.500 --> 00:24:51.079 telling you to be 00:24:51.140 --> 00:24:52.961 sensational I'm telling you 00:24:52.981 --> 00:24:55.484 to appear interesting and 00:24:55.525 --> 00:24:56.546 that could what I'm trying 00:24:56.566 --> 00:24:57.807 to so have you ever did we 00:24:57.827 --> 00:24:58.788 ever talk about peso 00:25:00.467 --> 00:25:02.729 So it's a paradigm, 00:25:03.089 --> 00:25:04.692 and you've seen Peso before 00:25:04.711 --> 00:25:06.532 on infomercials or commercials, 00:25:06.733 --> 00:25:09.375 and it goes problem, agitation, solution, 00:25:09.616 --> 00:25:10.017 outcome. 00:25:11.218 --> 00:25:12.098 The problem, I think, 00:25:12.118 --> 00:25:12.960 with researchers or 00:25:12.980 --> 00:25:13.901 healthcare professionals is 00:25:13.941 --> 00:25:15.262 we're so altruistic and 00:25:15.303 --> 00:25:16.324 we're so by the book. 00:25:17.325 --> 00:25:19.527 I published a paper on blah. 00:25:19.907 --> 00:25:20.929 It covered blah. 00:25:20.969 --> 00:25:21.849 You're giving me the facts. 00:25:22.634 --> 00:25:23.193 I need you to give me a 00:25:23.213 --> 00:25:24.174 little emotion and tell me 00:25:24.194 --> 00:25:24.775 what I'm going to be able 00:25:24.815 --> 00:25:25.895 to do with those facts 00:25:26.455 --> 00:25:27.656 after I have done the thing 00:25:27.676 --> 00:25:28.297 that you really want, 00:25:28.336 --> 00:25:29.157 which is read your thing, 00:25:29.198 --> 00:25:30.438 watch your thing, listen to your thing. 00:25:31.259 --> 00:25:31.999 Peso, I said, 00:25:32.058 --> 00:25:33.059 don't pay attention to dollars. 00:25:33.119 --> 00:25:34.079 Pay attention to pesos. 00:25:34.160 --> 00:25:35.181 And people are like, what does that mean? 00:25:36.161 --> 00:25:36.721 Problem. 00:25:36.741 --> 00:25:37.701 So I'll give you an example. 00:25:37.961 --> 00:25:38.782 I'm sitting in my kitchen 00:25:38.823 --> 00:25:40.124 right now as we live stream this. 00:25:41.064 --> 00:25:41.884 I got a sink over there. 00:25:41.944 --> 00:25:42.964 When I was installing that sink, 00:25:42.984 --> 00:25:44.026 I was like, if I do this wrong, 00:25:44.986 --> 00:25:45.686 water might leak. 00:25:45.727 --> 00:25:47.827 It might damage my house. 00:25:48.167 --> 00:25:50.588 So problem, agitation, solution, outcome. 00:25:50.970 --> 00:25:51.450 Problem. 00:25:53.270 --> 00:25:54.471 Water damage can cause 00:25:54.571 --> 00:25:55.991 thousands of dollars in your house, 00:25:56.031 --> 00:25:57.333 and you might not even know it. 00:25:57.492 --> 00:25:58.353 It might be leaking. 00:25:59.113 --> 00:25:59.953 Now, here's an agitation. 00:25:59.973 --> 00:26:00.574 That's the problem. 00:26:00.993 --> 00:26:01.534 Agitation. 00:26:01.954 --> 00:26:03.295 It could be leaking right now, 00:26:03.494 --> 00:26:04.476 and you wouldn't know it. 00:26:04.496 --> 00:26:04.996 You don't even know. 00:26:05.115 --> 00:26:06.016 And it's rotting the 00:26:06.115 --> 00:26:07.356 foundation of your house. 00:26:08.156 --> 00:26:09.038 That's the agitation. 00:26:09.077 --> 00:26:10.298 It's a problem agitation. 00:26:10.357 --> 00:26:10.877 Solution. 00:26:11.939 --> 00:26:13.839 Bring in XYZ Plumbing Company, 00:26:14.240 --> 00:26:15.859 and we will look at every 00:26:15.980 --> 00:26:19.082 one of your pipes and give 00:26:19.261 --> 00:26:21.482 them the XYZ seal of approval. 00:26:21.502 --> 00:26:21.883 Mm-hmm. 00:26:22.150 --> 00:26:23.510 And you'll never worry about 00:26:23.570 --> 00:26:24.751 water damage again. 00:26:25.653 --> 00:26:26.814 So those are those things. 00:26:26.914 --> 00:26:29.596 Problem, agitation, solution, outcome. 00:26:30.137 --> 00:26:31.338 I'm saying do that. 00:26:31.659 --> 00:26:32.440 Do not lie. 00:26:32.880 --> 00:26:34.280 Do not say anything that is not true. 00:26:34.342 --> 00:26:35.021 I'm not telling you to 00:26:35.082 --> 00:26:36.604 create clickbait for clickbait's sake. 00:26:37.263 --> 00:26:39.385 I'm telling you to communicate that. 00:26:39.707 --> 00:26:41.587 Peso is just one of many... 00:26:42.608 --> 00:26:44.851 um formulas or paradigms you 00:26:44.871 --> 00:26:46.751 can use can you change that 00:26:46.852 --> 00:26:48.894 up absolutely that's just 00:26:49.134 --> 00:26:50.214 one of those things and I 00:26:50.234 --> 00:26:51.255 bet you if you think back 00:26:51.535 --> 00:26:52.655 or think forward in the 00:26:52.695 --> 00:26:54.336 next 24 hours you will come 00:26:54.376 --> 00:26:56.058 across a bunch of people 00:26:56.098 --> 00:26:56.818 trying to communicate 00:26:56.858 --> 00:26:58.240 things products services 00:26:59.260 --> 00:27:01.241 that'll use some form of 00:27:01.321 --> 00:27:03.324 peso look at every 00:27:03.663 --> 00:27:05.565 infomercial ever mock them 00:27:06.105 --> 00:27:07.666 all you want and 00:27:08.146 --> 00:27:10.108 They are good communicators. 00:27:11.390 --> 00:27:12.510 They made me buy something. 00:27:12.590 --> 00:27:14.011 They never made you buy anything. 00:27:14.653 --> 00:27:15.773 They made suggestions. 00:27:15.834 --> 00:27:16.835 This is the line from my 00:27:16.894 --> 00:27:18.056 favorite Peloton instructor. 00:27:19.124 --> 00:27:20.164 They made a suggestion, 00:27:20.644 --> 00:27:21.565 you made a decision. 00:27:22.365 --> 00:27:23.605 I'm telling researchers or 00:27:23.645 --> 00:27:26.307 clinicians to make lots of 00:27:26.428 --> 00:27:28.989 suggestions and hope that 00:27:29.068 --> 00:27:30.890 some people make what we 00:27:30.950 --> 00:27:33.330 subjectively think are good decisions, 00:27:33.412 --> 00:27:33.592 right? 00:27:33.692 --> 00:27:35.732 Exercise more, do this, right? 00:27:35.732 --> 00:27:38.374 10 years ago, exercising with cancer was, 00:27:38.794 --> 00:27:39.034 I don't know, 00:27:39.054 --> 00:27:40.914 maybe it was less than 10 years ago. 00:27:41.175 --> 00:27:41.756 That's ridiculous. 00:27:41.776 --> 00:27:44.196 I mean, exactly, exactly. 00:27:44.217 --> 00:27:45.198 People in oncology physical 00:27:45.238 --> 00:27:46.919 therapy have banged on that drum 00:27:47.880 --> 00:27:49.826 and probably used good and 00:27:49.865 --> 00:27:51.150 bad communication principles, 00:27:51.230 --> 00:27:53.757 but you've flooded the market with, no, 00:27:53.917 --> 00:27:55.261 we actually know better. 00:27:56.367 --> 00:27:58.669 So I would say if we had done it better, 00:27:58.729 --> 00:27:59.769 if that was the campaign we 00:27:59.788 --> 00:28:01.950 were going to run for all of oncology PT, 00:28:02.390 --> 00:28:03.750 if we had been more coordinated, 00:28:03.789 --> 00:28:05.029 it wouldn't have taken 10 years. 00:28:05.069 --> 00:28:06.030 It would have taken four. 00:28:06.750 --> 00:28:08.391 And more people would have gotten better. 00:28:08.671 --> 00:28:10.592 And that's where I look at 00:28:10.612 --> 00:28:12.952 the 17 years from published to practice. 00:28:12.992 --> 00:28:13.752 And I'm like, oh, 00:28:13.772 --> 00:28:14.893 how many people are not helping? 00:28:15.212 --> 00:28:17.193 And this is not just in our 00:28:17.213 --> 00:28:18.173 profession of physical therapy. 00:28:18.193 --> 00:28:18.814 This is everywhere. 00:28:19.253 --> 00:28:20.255 This is in general, right? 00:28:20.555 --> 00:28:22.035 And to pull out something you just said, 00:28:22.075 --> 00:28:22.295 Jimmy, 00:28:22.315 --> 00:28:23.174 that I want to make sure the 00:28:23.214 --> 00:28:24.076 listener really pays 00:28:24.115 --> 00:28:25.036 attention to here is, 00:28:26.670 --> 00:28:31.473 multiple suggestions, multiple, you cannot, 00:28:31.575 --> 00:28:32.675 it is not a one and done. 00:28:32.695 --> 00:28:32.996 Okay. 00:28:33.016 --> 00:28:33.977 This is not a one and done. 00:28:34.436 --> 00:28:36.538 It needs to be multiple 00:28:36.598 --> 00:28:39.362 suggestions over time and 00:28:39.442 --> 00:28:41.903 maybe even multiple ways 00:28:42.003 --> 00:28:43.605 you are making those suggestions. 00:28:43.865 --> 00:28:45.446 Did we ever talk about seven 11 four? 00:28:45.467 --> 00:28:45.507 No. 00:28:47.388 --> 00:28:49.109 So seven 11 four is this concept. 00:28:49.270 --> 00:28:49.971 Be sure if you Google, 00:28:49.990 --> 00:28:50.751 if somebody else smarter 00:28:50.771 --> 00:28:52.292 than me came up with it and they said, 00:28:52.733 --> 00:28:52.794 um, 00:28:53.942 --> 00:28:54.682 If you're listening to this 00:28:54.721 --> 00:28:56.323 podcast or watching this video, 00:28:56.962 --> 00:28:58.703 and you've heard me and Elise, 00:28:58.923 --> 00:28:59.963 or separately if you listen 00:28:59.983 --> 00:29:02.785 to Elise or me, we have achieved 7-11-4. 00:29:03.506 --> 00:29:06.067 So 7-11-4 is before someone 00:29:06.086 --> 00:29:07.227 will really just sort of 00:29:07.386 --> 00:29:08.626 buy in and be like, oh yeah, 00:29:08.686 --> 00:29:09.528 I listened to that guy. 00:29:09.748 --> 00:29:10.548 I watched that girl. 00:29:11.848 --> 00:29:13.709 They have, and these are the checkboxes, 00:29:13.828 --> 00:29:15.130 or these are the milestones 00:29:15.150 --> 00:29:15.769 that you need to hit. 00:29:15.809 --> 00:29:17.750 So seven is seven hours. 00:29:19.001 --> 00:29:21.903 Seven hours of collective 00:29:22.003 --> 00:29:24.746 time exposed to Elise 00:29:25.067 --> 00:29:26.728 before she achieves. 00:29:26.807 --> 00:29:27.868 And I think I would have to 00:29:27.989 --> 00:29:28.808 maybe you want to Google 00:29:28.828 --> 00:29:30.790 7-Eleven for see what the outcome is. 00:29:31.111 --> 00:29:31.651 The outcome is like 00:29:31.750 --> 00:29:34.032 familiarity because we talk 00:29:34.053 --> 00:29:35.394 about this funnel or this 00:29:35.473 --> 00:29:38.056 idea of no like trust 00:29:39.116 --> 00:29:40.298 before someone will come to 00:29:40.337 --> 00:29:42.019 Elise's course live in Fort 00:29:42.058 --> 00:29:44.601 Worth or buy her course or 00:29:44.661 --> 00:29:45.882 subscribe to her podcast. 00:29:45.902 --> 00:29:46.662 They kind of get they got to 00:29:46.682 --> 00:29:47.163 know who she is. 00:29:48.628 --> 00:29:49.568 They kind of got to like her. 00:29:49.588 --> 00:29:51.150 It doesn't mean love, right? 00:29:51.170 --> 00:29:52.069 It just means like, okay, 00:29:52.430 --> 00:29:54.010 this is a net positive experience. 00:29:54.030 --> 00:29:55.090 When I see her name or her 00:29:55.111 --> 00:29:56.611 logo or hear her speak, 00:29:56.730 --> 00:29:57.912 I get more than I gave. 00:29:58.031 --> 00:30:00.873 I get more something, feeling, emotion, 00:30:00.913 --> 00:30:01.512 information, 00:30:01.692 --> 00:30:03.433 entertainment than I had to give. 00:30:03.453 --> 00:30:05.294 And it does cost to listen 00:30:05.314 --> 00:30:06.513 to our podcast or watch our video. 00:30:06.534 --> 00:30:07.134 It costs your time. 00:30:07.674 --> 00:30:09.474 So know, like, and then trust. 00:30:10.096 --> 00:30:10.915 It really is trust. 00:30:11.806 --> 00:30:13.327 So to gain the audience's 00:30:13.428 --> 00:30:14.568 trust or someone's trust, 00:30:14.608 --> 00:30:16.250 when I say something, you sort of like, 00:30:16.471 --> 00:30:17.291 I might research that, 00:30:17.332 --> 00:30:18.634 but he sort of has my trust. 00:30:18.733 --> 00:30:19.515 I sort of believe it. 00:30:20.174 --> 00:30:20.316 Yeah. 00:30:20.976 --> 00:30:21.896 So seven hours. 00:30:23.018 --> 00:30:23.798 And that does not mean I 00:30:23.818 --> 00:30:24.680 need you to listen to seven 00:30:24.700 --> 00:30:25.560 hours of a live stream. 00:30:25.721 --> 00:30:27.804 It's seven hours over time. 00:30:27.824 --> 00:30:28.565 Right. 00:30:28.785 --> 00:30:30.026 Well, and so here's what, 00:30:30.125 --> 00:30:31.086 so it's seven hours. 00:30:31.127 --> 00:30:32.009 Cause I just looked it up 00:30:32.108 --> 00:30:34.711 seven hours over 11 months 00:30:35.112 --> 00:30:37.154 across four locations and 00:30:37.255 --> 00:30:38.596 not necessarily like Jimmy 00:30:38.635 --> 00:30:40.377 mentioned geographic, but you know, 00:30:40.438 --> 00:30:41.539 four different locations. 00:30:42.827 --> 00:30:44.189 entities in which you are 00:30:44.269 --> 00:30:46.409 encountering us instagram 00:30:46.528 --> 00:30:48.690 podcast youtube you know 00:30:48.829 --> 00:30:50.891 twitter x etc you know and 00:30:51.550 --> 00:30:53.372 that think about that from 00:30:53.392 --> 00:30:54.573 a patient think about that 00:30:54.593 --> 00:30:55.752 from a patient example 00:30:56.393 --> 00:30:57.253 right so that would be 00:30:57.374 --> 00:30:59.334 seven one hour visits or 14 00:30:59.334 --> 00:31:00.575 half hour visits before the 00:31:00.615 --> 00:31:02.776 person would be like okay 00:31:04.060 --> 00:31:04.781 And the question is, 00:31:04.961 --> 00:31:06.624 how do I speed that up if I 00:31:06.703 --> 00:31:08.425 feel like the information I have is good? 00:31:08.665 --> 00:31:10.186 And again, I'm using air quotes, right? 00:31:10.207 --> 00:31:11.568 Because it's all subjective, right? 00:31:11.608 --> 00:31:13.049 But if what you believe in 00:31:13.069 --> 00:31:14.171 your heart is good that you 00:31:14.230 --> 00:31:15.332 are going to share with this person, 00:31:15.833 --> 00:31:17.773 how can you speed that up? 00:31:18.615 --> 00:31:19.536 You record yourself. 00:31:20.017 --> 00:31:20.916 You video yourself. 00:31:21.357 --> 00:31:22.219 You write things. 00:31:22.499 --> 00:31:23.279 You do those things. 00:31:23.940 --> 00:31:25.020 And so the collective time 00:31:25.060 --> 00:31:27.644 could be reading a book that Elise wrote. 00:31:28.084 --> 00:31:28.744 Maybe she wrote a book. 00:31:28.765 --> 00:31:28.964 Yeah. 00:31:30.224 --> 00:31:31.346 that's time that goes 00:31:31.405 --> 00:31:33.146 towards that seven hour thing. 00:31:33.647 --> 00:31:36.390 And the 11 months is, 00:31:36.630 --> 00:31:38.971 I heard 7-11 for seven 00:31:39.051 --> 00:31:40.913 hours over 11 instances. 00:31:40.993 --> 00:31:42.255 But I actually like 11 months, 00:31:42.275 --> 00:31:43.715 because I think after a while it fades. 00:31:43.736 --> 00:31:44.195 It's like, yeah, 00:31:44.236 --> 00:31:45.576 I heard this guy a couple years ago, 00:31:45.596 --> 00:31:47.378 I haven't heard much from him since. 00:31:47.759 --> 00:31:49.441 So yeah, seven hours over 11 months. 00:31:49.480 --> 00:31:50.300 And you might be like, 00:31:50.441 --> 00:31:51.442 how do I get to seven hours? 00:31:51.561 --> 00:31:54.664 Again, 14 half hour visits with a patient, 00:31:54.964 --> 00:31:55.525 interactions. 00:31:56.165 --> 00:31:56.385 Or, 00:31:57.106 --> 00:31:59.067 listening to 14 30 minute podcast 00:31:59.127 --> 00:31:59.648 episodes. 00:32:00.990 --> 00:32:01.970 Or, 00:32:02.470 --> 00:32:03.750 I'm bad with math and going backwards 00:32:03.790 --> 00:32:04.151 and forwards, 00:32:04.171 --> 00:32:05.592 but like how many 15 minute 00:32:05.632 --> 00:32:06.571 videos would someone have 00:32:06.592 --> 00:32:09.253 to consume of yours before like, yeah, 00:32:09.913 --> 00:32:12.115 I'm a critical consumer of content, 00:32:12.154 --> 00:32:14.236 of my time, and this person, 00:32:15.156 --> 00:32:16.678 net positive in terms of I 00:32:16.718 --> 00:32:17.798 like how she delivers it, 00:32:18.137 --> 00:32:19.739 she's talking about things I care about, 00:32:20.118 --> 00:32:21.119 she is knowledgeable, 00:32:21.599 --> 00:32:23.340 I feel better when I'm done consuming. 00:32:23.461 --> 00:32:24.642 And I'm telling you as a clinician, 00:32:24.682 --> 00:32:25.122 you don't have to be a 00:32:25.142 --> 00:32:26.643 podcast host or a YouTuber, 00:32:27.442 --> 00:32:30.384 to um to understand this 00:32:30.905 --> 00:32:32.747 think about it yourself who 00:32:32.787 --> 00:32:34.189 do you know and like and 00:32:34.249 --> 00:32:36.549 trust musicians right they 00:32:36.569 --> 00:32:37.471 want you to listen to a lot 00:32:37.490 --> 00:32:38.711 of their music right they 00:32:38.751 --> 00:32:39.732 want you to get to the same 00:32:39.772 --> 00:32:41.835 thing seven hours over 11 00:32:41.835 --> 00:32:42.494 months but if you haven't 00:32:42.535 --> 00:32:43.256 heard from the band in a 00:32:43.296 --> 00:32:45.458 while it starts to fade 00:32:45.498 --> 00:32:47.638 that the the the the the 00:32:47.720 --> 00:32:48.759 depth of the relationship 00:32:48.799 --> 00:32:49.461 or the strength of the 00:32:49.480 --> 00:32:50.541 relationship starts to fade 00:32:51.071 --> 00:32:53.212 And then the four locations, you're right. 00:32:53.814 --> 00:32:56.075 That's why people will say like, 00:32:56.215 --> 00:32:57.435 when do you sleep, man? 00:32:57.476 --> 00:32:58.416 I see you everywhere. 00:32:58.436 --> 00:33:00.218 I use tools and I'm 00:33:00.258 --> 00:33:02.880 recording with Elise right now at 11 a.m. 00:33:03.299 --> 00:33:04.141 on a Thursday, 00:33:04.201 --> 00:33:04.780 but you're going to hear 00:33:04.820 --> 00:33:05.862 this next week and I'm 00:33:05.882 --> 00:33:07.002 going to take a clip from this. 00:33:07.042 --> 00:33:07.502 I'm going to put it on 00:33:07.563 --> 00:33:08.544 Instagram and I'll put it 00:33:08.564 --> 00:33:09.285 on Twitter and I'll put it 00:33:09.305 --> 00:33:11.405 on Facebook using tools to 00:33:11.526 --> 00:33:12.507 multiply myself. 00:33:13.584 --> 00:33:14.605 And by doing that, 00:33:14.904 --> 00:33:19.047 I get to 7-11-4 with more people. 00:33:19.646 --> 00:33:20.626 So more people listen. 00:33:20.666 --> 00:33:21.667 And then the more people listen, 00:33:21.688 --> 00:33:22.647 the more people share 00:33:22.807 --> 00:33:23.808 because that's the next 00:33:23.868 --> 00:33:25.470 level of – I hate calling 00:33:25.509 --> 00:33:26.329 it marketing because it has 00:33:26.369 --> 00:33:27.351 such a negative connotation. 00:33:27.471 --> 00:33:28.851 That's the next level of 00:33:29.352 --> 00:33:31.172 sharing what people know 00:33:31.231 --> 00:33:32.393 about you is that's when 00:33:32.432 --> 00:33:33.773 someone makes a remark about you. 00:33:34.534 --> 00:33:36.174 When someone finds out that 00:33:36.315 --> 00:33:38.715 someone has cancer and they need PT, 00:33:39.076 --> 00:33:40.517 that's why your name comes up first. 00:33:41.778 --> 00:33:44.019 Because they know you, they like you, 00:33:44.058 --> 00:33:44.599 they trust you. 00:33:44.720 --> 00:33:46.260 These are simple principles. 00:33:46.421 --> 00:33:47.902 So if you're listening to this, 00:33:48.021 --> 00:33:49.201 I'm going to release the 00:33:49.281 --> 00:33:51.182 presentation only as a YouTube video, 00:33:51.544 --> 00:33:52.423 maybe as a podcast. 00:33:52.443 --> 00:33:53.384 I don't know because I do 00:33:53.424 --> 00:33:54.125 have some slides. 00:33:55.385 --> 00:33:56.365 There are some visuals, 00:33:56.767 --> 00:33:58.847 but I tell people all the time too, 00:33:59.107 --> 00:34:00.429 the slides are for the presenter. 00:34:01.314 --> 00:34:02.414 it's to remind me what part 00:34:02.454 --> 00:34:03.395 of the story to tell. 00:34:03.695 --> 00:34:05.336 And I put them in a bunch, in an order, 00:34:05.396 --> 00:34:06.077 and then I just sort of 00:34:06.137 --> 00:34:07.459 flip through and it's, it's sort of my, 00:34:07.759 --> 00:34:08.860 oh yeah, tell this part of the story, 00:34:09.219 --> 00:34:10.039 tell this part of the story, 00:34:10.380 --> 00:34:11.802 but at no point do I read off the slides. 00:34:11.862 --> 00:34:13.762 So yeah, maybe I, I mean, using that idea, 00:34:13.842 --> 00:34:16.545 I don't need this to be a video only. 00:34:16.585 --> 00:34:18.266 I'll share it as a podcast, but. 00:34:18.306 --> 00:34:19.146 Well, and you know, 00:34:19.206 --> 00:34:20.929 to kind of build off that, Jimmy, 00:34:20.949 --> 00:34:22.730 not everybody is a visual learner. 00:34:22.989 --> 00:34:23.269 Correct. 00:34:23.449 --> 00:34:24.471 There are different ordering styles. 00:34:24.771 --> 00:34:25.010 Correct. 00:34:25.050 --> 00:34:25.871 So that could be. 00:34:25.992 --> 00:34:26.351 And again, 00:34:26.811 --> 00:34:28.373 this goes back to when Jimmy 00:34:28.413 --> 00:34:29.313 gave his presentation, 00:34:29.333 --> 00:34:30.574 when you were talking about it earlier, 00:34:30.833 --> 00:34:32.474 room of 100 people to two 00:34:32.514 --> 00:34:34.476 people who were there are probably like, 00:34:34.675 --> 00:34:34.996 yeah, 00:34:35.155 --> 00:34:36.677 I'm going to go home and implement that. 00:34:37.476 --> 00:34:39.998 But what if that person who 00:34:40.298 --> 00:34:41.639 was in your presentation 00:34:42.019 --> 00:34:43.981 live the first time then 00:34:44.121 --> 00:34:45.300 comes across your video on 00:34:45.360 --> 00:34:46.601 YouTube and then on the 00:34:46.641 --> 00:34:49.182 podcast and then is like, oh, 00:34:49.663 --> 00:34:50.744 I get it now. 00:34:50.764 --> 00:34:51.264 Yeah. 00:34:51.543 --> 00:34:52.704 Now I'm going to implement it. 00:34:52.824 --> 00:34:54.045 I've worked with people who have like, 00:34:54.085 --> 00:34:55.206 I listened to what you said 00:34:55.726 --> 00:34:56.987 for like a year and then 00:34:57.007 --> 00:34:57.929 all of a sudden it clicked. 00:34:58.048 --> 00:34:58.708 I've been that way. 00:34:58.909 --> 00:35:01.652 People have told me things like, um, 00:35:01.992 --> 00:35:02.913 the greatest problem with 00:35:02.952 --> 00:35:03.813 communication is when we 00:35:03.873 --> 00:35:04.673 think it's occurred. 00:35:04.693 --> 00:35:07.335 I think that's Hemingway or someone. 00:35:08.356 --> 00:35:09.597 And how many times have you 00:35:09.657 --> 00:35:11.059 told someone something and they're like, 00:35:11.219 --> 00:35:11.579 okay. 00:35:11.679 --> 00:35:12.619 And then they don't do it or 00:35:12.639 --> 00:35:13.619 they don't do it the way you told them. 00:35:13.639 --> 00:35:14.880 You're like, what was the disconnect here? 00:35:14.900 --> 00:35:16.001 I told you exactly what to do. 00:35:16.463 --> 00:35:16.623 Yeah. 00:35:16.682 --> 00:35:18.043 You said that I heard this. 00:35:19.844 --> 00:35:20.784 So sometimes you need to 00:35:20.824 --> 00:35:21.985 hear it 15 different ways 00:35:22.025 --> 00:35:23.425 before you put the complete 00:35:23.485 --> 00:35:24.246 picture together. 00:35:24.266 --> 00:35:26.407 Do you ever see the meme of 00:35:26.606 --> 00:35:27.907 the elephant and all the 00:35:27.947 --> 00:35:28.829 scientists are all 00:35:28.869 --> 00:35:30.168 blindfolded touching the elephant? 00:35:31.570 --> 00:35:32.911 Like different parts of the elephant, 00:35:33.170 --> 00:35:33.451 right? 00:35:33.990 --> 00:35:34.070 Oh, 00:35:34.110 --> 00:35:35.431 it's a tree because they're touching my 00:35:35.472 --> 00:35:35.871 leg. 00:35:35.911 --> 00:35:36.211 And oh, 00:35:36.271 --> 00:35:37.293 it's a fire hose because they're 00:35:37.313 --> 00:35:38.072 touching my trunk. 00:35:38.092 --> 00:35:39.173 And oh, it's whatever. 00:35:40.153 --> 00:35:42.054 We get incomplete pictures in the world. 00:35:42.135 --> 00:35:43.576 But as the sender of the message, 00:35:43.795 --> 00:35:44.695 I'm so clear. 00:35:44.715 --> 00:35:45.697 There's no way you could 00:35:45.737 --> 00:35:46.737 misconstrue my message. 00:35:46.777 --> 00:35:47.458 Of course there is. 00:35:48.273 --> 00:35:49.034 Because we all have 00:35:49.094 --> 00:35:51.215 different lived experiences. 00:35:51.295 --> 00:35:54.315 We are all at different parts of, you know, 00:35:54.795 --> 00:35:56.077 I'm a PT and you're a PT, 00:35:56.097 --> 00:35:56.817 which means we've had the 00:35:56.856 --> 00:35:57.938 exact same experiences. 00:35:58.117 --> 00:35:58.677 Of course not. 00:35:59.137 --> 00:35:59.878 Of course not. 00:36:00.498 --> 00:36:01.539 So that's why, you know, 00:36:01.579 --> 00:36:02.898 the definition of marketing 00:36:02.938 --> 00:36:03.860 or the fun definition of 00:36:03.900 --> 00:36:04.719 marketing is saying the 00:36:04.760 --> 00:36:05.980 same thing a thousand ways, 00:36:06.380 --> 00:36:07.641 not saying a thousand 00:36:07.840 --> 00:36:08.820 things the same way. 00:36:09.001 --> 00:36:09.661 That doesn't work. 00:36:10.628 --> 00:36:12.670 And it's really universal. 00:36:12.730 --> 00:36:15.072 A lot of people have kids 00:36:15.512 --> 00:36:16.873 who are at CSM and stuff 00:36:16.893 --> 00:36:17.974 like that because they're of that age. 00:36:17.994 --> 00:36:18.853 And I go, oh yeah, 00:36:18.873 --> 00:36:19.875 all you got to do is tell 00:36:20.094 --> 00:36:21.096 your kid once to do 00:36:21.135 --> 00:36:21.695 something and they 00:36:21.815 --> 00:36:23.036 automatically do it now. 00:36:23.813 --> 00:36:24.273 Of course not. 00:36:24.853 --> 00:36:26.635 Adults are no different. 00:36:27.596 --> 00:36:30.137 Treat them the same. 00:36:30.476 --> 00:36:31.396 Treat them the same way. 00:36:32.556 --> 00:36:33.697 So I was excited, obviously, 00:36:33.737 --> 00:36:34.498 about communication. 00:36:34.597 --> 00:36:35.097 I'm going to give that 00:36:35.119 --> 00:36:36.619 presentation in just a couple minutes. 00:36:36.659 --> 00:36:38.139 I'm so excited. 00:36:38.519 --> 00:36:38.719 Yeah. 00:36:39.099 --> 00:36:40.099 I got to be dead honest, though. 00:36:40.360 --> 00:36:42.521 I am pretty relaxed in front 00:36:42.541 --> 00:36:43.661 of a camera and a microphone. 00:36:44.385 --> 00:36:46.148 And a lot of times I 00:36:46.367 --> 00:36:47.429 probably don't share some 00:36:47.469 --> 00:36:49.291 things out of psychology 00:36:49.451 --> 00:36:50.271 because I probably think, 00:36:50.612 --> 00:36:51.733 would anybody care about this? 00:36:52.333 --> 00:36:53.494 Or I probably need more time 00:36:53.554 --> 00:36:54.456 to make it perfect. 00:36:55.335 --> 00:36:56.317 So I let perfect be the 00:36:56.356 --> 00:36:57.798 enemy of good myself. 00:36:57.978 --> 00:37:00.541 And I share a lot often. 00:37:01.262 --> 00:37:02.123 But I got to be honest, 00:37:02.402 --> 00:37:03.804 I get stuck by that too, 00:37:03.943 --> 00:37:04.744 which is why I'm able to 00:37:04.784 --> 00:37:05.965 call people out on it because I'm like, 00:37:06.126 --> 00:37:07.347 I'm guilty of this as well. 00:37:07.903 --> 00:37:09.005 You know me as the guy who 00:37:09.125 --> 00:37:10.385 shares 90% of what comes 00:37:10.445 --> 00:37:11.347 out into his brain. 00:37:11.748 --> 00:37:12.989 It immediately flies out of my mouth. 00:37:13.329 --> 00:37:14.369 But there are a lot of things. 00:37:14.389 --> 00:37:15.411 Like this presentation, 00:37:15.751 --> 00:37:16.632 I was going to wait a few 00:37:16.672 --> 00:37:17.572 weeks because I was like, oh, 00:37:17.893 --> 00:37:19.974 maybe I'll just like really hone it down. 00:37:19.994 --> 00:37:20.876 And then I was like, no, 00:37:21.255 --> 00:37:22.297 you need to practice what 00:37:22.317 --> 00:37:23.077 you just stood in front of 00:37:23.077 --> 00:37:24.880 100 researchers and preached. 00:37:25.260 --> 00:37:26.081 So that's why I'm just like, 00:37:26.161 --> 00:37:26.960 I'm just going to do it live. 00:37:27.121 --> 00:37:28.382 I'm going to do it live now. 00:37:29.764 --> 00:37:31.565 Perfection is the enemy of progress. 00:37:32.516 --> 00:37:33.217 That's also true. 00:37:33.577 --> 00:37:34.418 You know what else I heard? 00:37:35.039 --> 00:37:37.621 I've gotten, and maybe you did too, I got, 00:37:38.242 --> 00:37:39.322 and I don't get a ton of 00:37:39.402 --> 00:37:40.324 direct messages from 00:37:40.463 --> 00:37:41.545 episodes that I release. 00:37:42.666 --> 00:37:44.148 So when I see one, I'm like, oh, 00:37:44.268 --> 00:37:45.009 that probably stands for 00:37:45.028 --> 00:37:46.190 like 100 people or a couple 00:37:46.210 --> 00:37:46.570 hundred people. 00:37:48.251 --> 00:37:50.351 um I got three dms in the 00:37:50.371 --> 00:37:51.632 last week from the episode 00:37:51.652 --> 00:37:53.134 that we did impromptu on on 00:37:53.193 --> 00:37:58.436 grief three and one person 00:37:58.456 --> 00:37:59.597 who came up to me at csm 00:37:59.637 --> 00:38:00.597 and pulled me aside and she 00:38:00.617 --> 00:38:01.777 was like I don't you know I 00:38:02.117 --> 00:38:03.798 don't just want to say this 00:38:03.858 --> 00:38:04.760 quietly because it's really 00:38:04.800 --> 00:38:08.302 personal obviously super personal um 00:38:09.266 --> 00:38:10.527 So I got three DMs and a 00:38:10.567 --> 00:38:11.248 person stopping me. 00:38:11.268 --> 00:38:12.108 That's four people. 00:38:12.548 --> 00:38:13.469 You know it wasn't four 00:38:13.510 --> 00:38:15.472 people who that helped. 00:38:15.831 --> 00:38:15.992 Oh, 100%. 00:38:16.172 --> 00:38:16.552 First of all, 00:38:16.572 --> 00:38:17.813 it helped me because it was therapeutic. 00:38:18.054 --> 00:38:18.835 So that's another person. 00:38:19.255 --> 00:38:21.157 But I got three DMs and a 00:38:21.197 --> 00:38:22.898 person pulled me aside at CSM and said, 00:38:23.179 --> 00:38:24.099 thank you for doing that. 00:38:24.800 --> 00:38:25.780 An episode on grief... 00:38:26.721 --> 00:38:27.581 on our podcast, 00:38:27.601 --> 00:38:28.681 because we're physical therapists, 00:38:28.742 --> 00:38:29.722 doesn't make any sense. 00:38:30.822 --> 00:38:31.202 But it does. 00:38:31.681 --> 00:38:32.161 But it does. 00:38:32.362 --> 00:38:32.882 But it does. 00:38:32.902 --> 00:38:34.043 But it did. 00:38:34.222 --> 00:38:35.362 So that felt really good. 00:38:35.603 --> 00:38:38.443 It felt really good. 00:38:38.503 --> 00:38:39.003 So I'll say, 00:38:39.103 --> 00:38:40.344 if you see someone present 00:38:40.384 --> 00:38:42.605 something or share a video, 00:38:43.385 --> 00:38:44.824 they're not getting as many 00:38:44.844 --> 00:38:46.226 direct messages as you might think. 00:38:47.896 --> 00:38:48.717 And it does matter. 00:38:48.797 --> 00:38:50.318 Cause now that just told us, Hey, 00:38:50.338 --> 00:38:50.958 that was cool. 00:38:51.298 --> 00:38:52.039 The next time you have a 00:38:52.079 --> 00:38:53.760 crazy idea that doesn't fit. 00:38:53.780 --> 00:38:54.481 Yeah. 00:38:54.681 --> 00:38:56.302 Like, and if it's, if again, 00:38:56.481 --> 00:38:57.523 I did a presentation of a 00:38:57.563 --> 00:38:58.182 room full of a hundred 00:38:58.202 --> 00:39:00.344 people knowing that two might actually, 00:39:00.425 --> 00:39:01.706 I'm okay with that, that odds. 00:39:02.786 --> 00:39:03.427 Cause now I want to do a 00:39:03.467 --> 00:39:04.327 presentation on YouTube 00:39:04.347 --> 00:39:05.889 where a thousand people might see it. 00:39:06.228 --> 00:39:07.190 And now that's not two, it's 20. 00:39:07.909 --> 00:39:09.472 And I like, I like them odds. 00:39:10.532 --> 00:39:11.313 I like those numbers. 00:39:11.849 --> 00:39:13.532 And to extrapolate further, Jimmy, 00:39:13.851 --> 00:39:15.074 there's two researchers, 00:39:15.193 --> 00:39:16.416 let's call them researchers, 00:39:16.476 --> 00:39:17.478 who were in the audience at 00:39:17.498 --> 00:39:18.398 your presentation. 00:39:18.418 --> 00:39:21.083 How many patients are they 00:39:21.123 --> 00:39:23.025 going to impact through their work now? 00:39:23.126 --> 00:39:26.351 So yes, it was two, but how many? 00:39:27.496 --> 00:39:28.556 Where is that going to go? 00:39:28.896 --> 00:39:29.916 But I know we look at the 00:39:29.956 --> 00:39:32.536 Mr. Beast of the world and we compare. 00:39:32.556 --> 00:39:33.557 I am guilty of this. 00:39:33.797 --> 00:39:35.177 I compare myself to. 00:39:35.697 --> 00:39:36.358 Totally. 00:39:36.617 --> 00:39:37.557 And I'm like, you know, 00:39:37.617 --> 00:39:38.878 I just started doing 00:39:38.918 --> 00:39:40.378 YouTube or sharing my 00:39:40.398 --> 00:39:41.318 interviews via YouTube 00:39:41.679 --> 00:39:42.880 seriously six months ago. 00:39:43.860 --> 00:39:47.141 And my episodes get 30, 40, 100 views. 00:39:47.201 --> 00:39:48.721 And I'm like, that's so weird. 00:39:49.161 --> 00:39:50.961 No, but to me, I compare it to Mr. Beast. 00:39:50.981 --> 00:39:52.242 And I'm like, my videos suck. 00:39:53.007 --> 00:39:54.547 right compared to mr beast 00:39:54.588 --> 00:39:55.487 who's doing entertainment 00:39:55.507 --> 00:39:56.829 videos not to knock him he 00:39:56.849 --> 00:39:58.028 knows how to get attention 00:39:59.190 --> 00:40:00.489 I need to be honest and be 00:40:00.510 --> 00:40:02.090 like so I would put this in 00:40:02.130 --> 00:40:02.952 perspective with someone 00:40:03.012 --> 00:40:04.512 else imagine you had a car 00:40:04.552 --> 00:40:05.393 imagine you went to a 00:40:05.472 --> 00:40:07.193 random bar on a thursday 00:40:08.054 --> 00:40:09.014 and gave a 20-minute 00:40:09.034 --> 00:40:09.994 presentation on something 00:40:10.014 --> 00:40:10.795 you cared about more 00:40:10.835 --> 00:40:12.016 knowledge about and a 00:40:12.175 --> 00:40:14.757 hundred people showed up you'd be elated 00:40:16.451 --> 00:40:17.510 The hundred people on 00:40:17.530 --> 00:40:18.911 YouTube didn't necessarily 00:40:18.952 --> 00:40:20.251 show up at the same time and place. 00:40:20.311 --> 00:40:21.172 They didn't have to. 00:40:21.813 --> 00:40:23.072 But a hundred people saw 00:40:23.112 --> 00:40:24.932 that and learned from it. 00:40:25.012 --> 00:40:25.733 And a percentage of those 00:40:25.773 --> 00:40:26.733 people were going to take 00:40:26.773 --> 00:40:27.634 that and use that. 00:40:28.253 --> 00:40:29.474 So suddenly a hundred 00:40:29.775 --> 00:40:31.235 compared to Mr. Beast's a 00:40:31.315 --> 00:40:33.076 million or 10 million is a 00:40:33.115 --> 00:40:33.835 drop in the bucket. 00:40:34.275 --> 00:40:36.137 But when you flip it, 00:40:36.217 --> 00:40:37.237 it's a different thing. 00:40:37.257 --> 00:40:38.777 So I want you to stop picturing things. 00:40:38.956 --> 00:40:40.398 And this is therapy for me. 00:40:41.177 --> 00:40:42.219 Stop picturing things in 00:40:42.239 --> 00:40:43.661 terms of comparison with someone else, 00:40:43.681 --> 00:40:45.103 because when you look back 00:40:45.143 --> 00:40:47.318 at Mr. Beast's first videos, they got 30, 00:40:47.318 --> 00:40:48.507 40, 100 views. 00:40:48.608 --> 00:40:50.769 And now the dude goes, oh, I understand. 00:40:50.789 --> 00:40:52.092 I need to change how I 00:40:52.132 --> 00:40:53.253 communicate and I will get. 00:40:53.273 --> 00:40:53.313 No, 00:40:55.016 --> 00:40:56.456 I change how I communicate and they 00:40:56.476 --> 00:40:58.179 will be received better. 00:40:58.619 --> 00:40:59.601 Then I get more views. 00:41:01.177 --> 00:41:01.996 And for Mr. Beast, 00:41:02.016 --> 00:41:03.838 I think the goal isn't necessarily views. 00:41:03.878 --> 00:41:05.159 It's to put out good stuff 00:41:05.239 --> 00:41:06.639 because he's able to do 00:41:06.679 --> 00:41:07.561 stuff with his videos where 00:41:07.581 --> 00:41:09.581 he's giving money away and 00:41:09.902 --> 00:41:11.682 buying people cars and stuff like that. 00:41:11.722 --> 00:41:15.706 So I think use him as an 00:41:15.766 --> 00:41:17.126 example of just changing 00:41:17.146 --> 00:41:18.126 communication principles. 00:41:18.146 --> 00:41:19.307 And then the audience goes, yes. 00:41:19.467 --> 00:41:20.268 And then the world beats a 00:41:20.289 --> 00:41:21.789 path to your door. 00:41:23.561 --> 00:41:24.641 didn't you put something out? 00:41:24.661 --> 00:41:26.023 You created a new resource 00:41:26.083 --> 00:41:27.164 and we didn't talk about that at all. 00:41:27.423 --> 00:41:29.065 So what is it? 00:41:29.085 --> 00:41:29.625 I sure did. 00:41:29.644 --> 00:41:31.706 So last week, right before CSM, 00:41:31.766 --> 00:41:32.547 so I've been working with 00:41:32.626 --> 00:41:33.786 Shai Sewell for the past 00:41:33.907 --> 00:41:35.789 two years and we have 00:41:35.849 --> 00:41:38.730 published the first ever Oncology Rehab, 00:41:38.929 --> 00:41:39.751 a pocket guide, 00:41:39.871 --> 00:41:40.690 which is written for 00:41:40.751 --> 00:41:42.172 clinicians by clinicians. 00:41:42.873 --> 00:41:44.492 And it is now available on 00:41:44.512 --> 00:41:47.034 the OncoPT.com slash pocket guide. 00:41:47.454 --> 00:41:49.016 And it literally fits everything. 00:41:49.315 --> 00:41:51.739 in your scrub pockets because we tested, 00:41:52.418 --> 00:41:53.360 we tested it. 00:41:53.860 --> 00:41:55.161 And it's a quick on the go 00:41:55.202 --> 00:41:56.182 resource that is going to 00:41:56.242 --> 00:41:57.925 help you be able to show up 00:41:58.346 --> 00:41:59.507 to your next oncology 00:41:59.527 --> 00:42:01.248 patient and have an inkling 00:42:01.648 --> 00:42:02.949 of where do I get started 00:42:02.989 --> 00:42:03.751 with this person? 00:42:04.030 --> 00:42:04.851 And that's all you need. 00:42:05.152 --> 00:42:06.634 Let's do something live right now. 00:42:07.014 --> 00:42:07.474 This is what I do. 00:42:08.985 --> 00:42:10.565 What is the problem that the 00:42:10.606 --> 00:42:11.505 person reading this, 00:42:11.947 --> 00:42:12.827 there might be lots of problems. 00:42:12.887 --> 00:42:13.547 So let's pick one. 00:42:13.648 --> 00:42:14.807 What's the biggest problem 00:42:15.208 --> 00:42:16.628 that someone who needs your 00:42:16.668 --> 00:42:18.110 guide would be facing? 00:42:18.269 --> 00:42:19.110 What is the leak? 00:42:19.231 --> 00:42:19.451 I don't, 00:42:19.771 --> 00:42:21.391 the maybe the leaky faucet leading 00:42:21.431 --> 00:42:23.052 to water damage for this person. 00:42:23.193 --> 00:42:23.932 What is the problem? 00:42:24.532 --> 00:42:26.193 Oncology rehab information 00:42:26.333 --> 00:42:28.054 is hard to find and scattered. 00:42:28.496 --> 00:42:28.715 Good. 00:42:28.876 --> 00:42:30.757 What's the agitation without this? 00:42:30.777 --> 00:42:35.378 I am unable to know what I 00:42:35.438 --> 00:42:36.780 need to know to treat my patients. 00:42:37.059 --> 00:42:37.380 Got it. 00:42:37.760 --> 00:42:38.501 What's the solution? 00:42:39.400 --> 00:42:41.181 The Oncology Rehab Pocket Guide. 00:42:41.661 --> 00:42:42.800 And then what's the outcome 00:42:43.121 --> 00:42:44.360 after you get the pocket guide? 00:42:45.101 --> 00:42:46.061 You are going to be able to 00:42:46.101 --> 00:42:47.561 walk into your next patient 00:42:47.581 --> 00:42:49.842 visit who has cancer and 00:42:49.862 --> 00:42:51.003 know exactly what you need 00:42:51.023 --> 00:42:52.063 to do to get started. 00:42:52.083 --> 00:42:52.543 Good. 00:42:53.224 --> 00:42:54.284 I would improve slightly on 00:42:54.324 --> 00:42:56.125 that with the outcome. 00:42:56.445 --> 00:42:57.304 The solution is fine. 00:42:57.425 --> 00:42:59.005 Keep the solution very simple. 00:42:59.425 --> 00:42:59.746 Perfect. 00:43:00.065 --> 00:43:01.505 Buy this, right? 00:43:01.545 --> 00:43:02.306 Like look at Amazon. 00:43:02.346 --> 00:43:03.047 Buy now. 00:43:03.387 --> 00:43:03.927 Buy now. 00:43:04.226 --> 00:43:04.427 Right? 00:43:05.547 --> 00:43:06.288 What's the solution? 00:43:06.708 --> 00:43:07.047 The guide. 00:43:07.847 --> 00:43:10.409 In the outcome, use emotion words. 00:43:11.010 --> 00:43:14.371 I like the words confident, competent, 00:43:14.431 --> 00:43:15.092 because those are things 00:43:15.112 --> 00:43:16.172 that PTs like to use 00:43:16.193 --> 00:43:17.132 because that's really what 00:43:17.353 --> 00:43:19.114 it's imposter syndrome forever. 00:43:19.614 --> 00:43:20.155 Confident, 00:43:20.614 --> 00:43:21.735 like I want to feel like I 00:43:22.076 --> 00:43:22.755 understand this, 00:43:23.297 --> 00:43:24.217 but I also want to know I'm 00:43:24.257 --> 00:43:25.378 not just not fake confidence. 00:43:25.697 --> 00:43:26.818 So that's why I like compare it. 00:43:27.858 --> 00:43:30.360 And it's alliteration. 00:43:30.800 --> 00:43:32.800 It's confident and competent, right? 00:43:32.860 --> 00:43:33.402 Two Cs. 00:43:33.981 --> 00:43:34.882 So steal that. 00:43:35.001 --> 00:43:35.922 I use it all the time. 00:43:35.943 --> 00:43:37.724 I don't think it ever gets old for me. 00:43:39.123 --> 00:43:39.945 When you are done, 00:43:40.005 --> 00:43:42.326 you will feel confident and competent. 00:43:42.686 --> 00:43:44.606 And those are the things we deep down. 00:43:45.086 --> 00:43:45.947 We want to know that we're 00:43:45.967 --> 00:43:46.628 doing the best thing. 00:43:46.688 --> 00:43:48.429 We also want to freaking feel it. 00:43:49.581 --> 00:43:50.103 Right. 00:43:50.402 --> 00:43:51.224 Right. 00:43:51.625 --> 00:43:52.907 So there's some free. 00:43:53.527 --> 00:43:54.588 But do you see how like 00:43:54.728 --> 00:43:57.012 using peso and the more you go over, 00:43:57.032 --> 00:43:58.353 especially when you write it down, 00:43:59.094 --> 00:44:00.155 see if you can say it in 00:44:00.175 --> 00:44:01.958 the in the fewest words possible. 00:44:03.300 --> 00:44:03.400 Yeah. 00:44:03.481 --> 00:44:04.983 You also did it without me prompting it. 00:44:05.023 --> 00:44:05.824 You did it in a story. 00:44:07.007 --> 00:44:08.088 You said, imagine you walk in. 00:44:08.108 --> 00:44:09.110 Oh, walk in. 00:44:09.329 --> 00:44:09.989 See a patient. 00:44:10.130 --> 00:44:10.431 Okay. 00:44:10.951 --> 00:44:12.452 You didn't tell me a story. 00:44:12.492 --> 00:44:13.512 You didn't tell me about a story. 00:44:13.532 --> 00:44:14.454 You told me the story. 00:44:15.014 --> 00:44:16.135 But you can do that a 00:44:16.315 --> 00:44:17.335 hundred different ways. 00:44:17.556 --> 00:44:19.737 You can run a Facebook ad or 00:44:20.699 --> 00:44:22.039 Google keywords and you can 00:44:22.199 --> 00:44:23.300 focus on peso. 00:44:23.420 --> 00:44:24.222 It's very simple. 00:44:24.342 --> 00:44:25.202 It's four steps. 00:44:26.362 --> 00:44:27.463 And you're going to see it everywhere now. 00:44:27.483 --> 00:44:28.505 This is like gait analysis. 00:44:28.585 --> 00:44:30.646 Once you learn gait analysis, 00:44:31.166 --> 00:44:33.188 you're watching people and you're like, 00:44:33.228 --> 00:44:35.590 I can't look at that person's walk. 00:44:36.262 --> 00:44:36.443 All right. 00:44:36.643 --> 00:44:39.023 I have to prepare for my lesson. 00:44:40.264 --> 00:44:41.005 I can't wait, Jimmy. 00:44:41.025 --> 00:44:42.565 Let's wrap up this episode 00:44:42.626 --> 00:44:43.485 with a parting shot. 00:44:43.545 --> 00:44:44.465 What do you want to wrap up 00:44:44.525 --> 00:44:46.266 as we are one week past CSM? 00:44:46.567 --> 00:44:48.188 Only 51 more weeks before next year. 00:44:48.827 --> 00:44:49.088 I mean, 00:44:49.168 --> 00:44:50.509 we're not counting down or anything. 00:44:51.909 --> 00:44:53.409 If not you, then who? 00:44:53.730 --> 00:44:54.170 I like that. 00:44:55.590 --> 00:44:55.791 Yeah. 00:44:56.971 --> 00:44:58.331 Complain about it and you get nothing. 00:44:59.811 --> 00:45:01.313 Do something about it and you might not. 00:45:01.632 --> 00:45:02.954 You're not going to solve it that day. 00:45:02.974 --> 00:45:04.014 I got bad news for you. 00:45:04.134 --> 00:45:05.074 Not going to solve it that day. 00:45:05.235 --> 00:45:05.894 Good news is. 00:45:08.001 --> 00:45:10.141 Long-term, I like them odds, right? 00:45:10.603 --> 00:45:11.742 I was very okay. 00:45:12.284 --> 00:45:13.744 Come on, we all walk into a presentation. 00:45:13.764 --> 00:45:15.246 You're like, a hundred people are here. 00:45:15.585 --> 00:45:15.826 Nice. 00:45:16.547 --> 00:45:18.668 All 100 of them are going to love this. 00:45:18.688 --> 00:45:20.469 They're not. 00:45:20.849 --> 00:45:21.869 They're not because we're big, 00:45:21.909 --> 00:45:22.349 dumb animals. 00:45:22.710 --> 00:45:23.771 I might need to go to CSM 00:45:23.791 --> 00:45:24.652 for the next seven years. 00:45:26.851 --> 00:45:29.153 Even better, I go to CSM one year, 00:45:29.893 --> 00:45:30.715 someone else sees it, 00:45:30.795 --> 00:45:31.275 and they give a 00:45:31.315 --> 00:45:32.356 presentation somewhere else 00:45:32.856 --> 00:45:34.536 with what they learned and built on. 00:45:35.097 --> 00:45:35.597 And to me, 00:45:35.617 --> 00:45:38.079 that's how good – make good work 00:45:38.659 --> 00:45:39.039 well-known. 00:45:39.440 --> 00:45:41.581 And I just – I like them odds. 00:45:42.481 --> 00:45:42.842 All right. 00:45:43.943 --> 00:45:45.123 Why don't we – we'll drop a 00:45:45.164 --> 00:45:46.824 link to the pocket guide in 00:45:46.844 --> 00:45:48.346 the show notes, the whole nine yards. 00:45:48.865 --> 00:45:50.347 And good on you for doing that. 00:45:50.967 --> 00:45:52.728 I saw it in the back when I read a book. 00:45:55.820 --> 00:45:56.844 and that's a good thing 00:45:56.864 --> 00:45:58.007 that's a very good thing 00:45:58.378 --> 00:45:59.099 I've never sat down. 00:45:59.119 --> 00:46:00.940 I'm like, you know what the world needs? 00:46:01.420 --> 00:46:03.001 My words in print. 00:46:03.501 --> 00:46:04.603 Cause I don't understand 00:46:04.742 --> 00:46:06.684 what I'm going to say until after my, 00:46:06.943 --> 00:46:08.284 my you're hearing at the same time. 00:46:08.405 --> 00:46:08.625 I am. 00:46:08.684 --> 00:46:10.025 My brain is just like, get it out, 00:46:10.045 --> 00:46:10.606 get it out. 00:46:11.025 --> 00:46:12.927 But good on you for, for you and shy for, 00:46:13.106 --> 00:46:14.128 for sitting down and saying, 00:46:14.688 --> 00:46:15.548 this is necessary. 00:46:15.588 --> 00:46:16.389 There's a problem. 00:46:16.708 --> 00:46:17.670 Here's the agitation. 00:46:18.150 --> 00:46:19.490 Let's create the solution so 00:46:19.530 --> 00:46:20.731 we can achieve that outcome. 00:46:21.172 --> 00:46:22.012 It's all about peso. 00:46:22.132 --> 00:46:23.193 So my parting shot will be, 00:46:23.733 --> 00:46:24.594 it's all about pesos. 00:46:25.454 --> 00:46:27.119 Elise, same bat time, 00:46:27.159 --> 00:46:28.262 same bat channel next time. 00:46:28.603 --> 00:46:29.626 And we promise the show, 00:46:29.947 --> 00:46:30.891 this live stream will never, 00:46:31.010 --> 00:46:32.193 ever jump the shark.