The Business Model Behind the Care

WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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Happy Thursday morning.

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Dave, can you see me?

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I don't know if he can hear you.

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Wait, is this Gene Wilder?

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You can't hear me.

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You can't see me.

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This is Gene Wilder and Richard Pryor.

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This is Hear No Evil, See No Evil.

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Dave, can you hear me?

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No.

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So that means he's... Okay, we got Dave.

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You were Gene Wilder for a minute.

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But Jimmy, you're still blank.

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You're still invisible.

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Can you see me?

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Do I exist visually?

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You're in the Batcave right now.

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There you are.

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You can see me.

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Now you're here.

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Now you're here.

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Oh, there we go.

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All right.

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How are you guys?

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What's Pie Foot?

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Pie Foot?

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Three, one, four, F-T on your shirt.

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That's right field.

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Is it right field or left?

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No, right field in Yankee Stadium.

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Old Yankee Stadium.

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Right field down the line.

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Come on now.

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It's right field down the line.

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It's what's written on the right field

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wall in Yankee Stadium.

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Got it.

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It's like inside, it's like, yeah,

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but pie foot would be pretty good if

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I put a period right here.

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So just so you know,

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you're delayed and pixely.

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So I don't think you have a good

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connection, Jimmy, but no worries.

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Now you're just frozen.

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And while Jimmy figures that out,

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I am standing today.

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I had a marathon game of poker last

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night with a bunch of New Yorkers.

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It was rowdy.

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It was so much fun.

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My buddy, Dr. Christian Marcial,

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who owns Tribeca Physical Therapy,

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invited me to poker.

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It was twelve.

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You know how like Texas Hold'em usually is

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like eight, maybe ten.

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Yeah, yeah.

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Yeah.

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All guys at the table.

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You got to do two tables or just

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stick everybody at one large table.

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One large table in this beautiful office.

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This this guy,

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this cabinet distributor office in

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Manhattan.

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And it was awesome.

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I didn't get home because I didn't get

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home until late.

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But you guys play Texas Hold'em.

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Yep.

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Yep.

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Awesome.

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How'd you do?

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How'd you walk away?

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was only up ten bucks i bought in

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for a hundred lost it bought it for

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another hundred so then i was you know

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down two hundred um made it back probably

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closer to three hundred had a couple wild

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bets at the end right before the end

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and uh yeah ended up ten up ten

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dollars up so yeah i just jumped back

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in where were where were you will be

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playing

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Texas Hold'em, just like a guy's night,

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poker in the city.

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My buddy, Dr. Christian,

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who owns Tribeca PT,

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he invited me and he's created this game.

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Sometimes it's like only five or seven

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guys or whatever, but for whatever reason,

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it was twelve last night and it was

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so much fun.

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I used to play a ton of poker

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back in like two thousand four, five, six,

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like when it was on ESPN,

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it was really popular with Chris

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Moneymaker and all that.

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Yeah.

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And

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sitting down also,

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I was thinking of like the movie rounders

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with Matt Damon and Edward Norton.

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And like, again, like I'm thinking like,

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it's probably like just like a fun game,

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but it also might be some serious guys.

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So in rounders,

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the quote is if you sit down on

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a poker table and you can't identify who's

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the sucker, then you're the sucker.

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Right.

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And let's just say in the first,

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it was very quick.

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It was very quick in the first,

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fifteen to thirty minutes I was like oh

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okay I can see these guys are just

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like for fun and like no one's making

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no one's making like their income off this

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right so we're just we're just having fun

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but I was like I'm super competitive right

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so I was like I was playing kind

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of tight and like there were some guys

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playing like loose and aggressive and just

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a little wild and a couple couple like

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sales guys they're you know they're just

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like a different breed of like

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of behavior.

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Sometimes there were some like finance

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guys that were like super stoic,

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like wouldn't laugh at any jokes.

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They like, weren't getting up.

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They were just sitting the whole time.

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Um, for me,

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that's also why I'm standing right now.

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Cause like, I'm like,

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I get up and I'm like, Oh,

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I'm kind of like stiff today.

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And I gotta, I gotta move more.

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I can't be sitting that long.

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I'm not used to sitting for, you know,

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three, four hours.

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You know, you, you highlight something,

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which is man,

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poker was everywhere for about,

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I don't know, five years longer.

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And I think it started,

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it started well before COVID, right?

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Like it definitely did.

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Yeah.

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It was before COVID.

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Um,

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maybe COVID ruined it because you couldn't

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be in person.

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The government ruined it.

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Like poker got huge when people were

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gambling online.

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government was not regulating.

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Even though it was illegal,

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they were kind of turning a blind eye

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to it.

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It got huge.

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This is exactly what happened.

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Then all the computers came in,

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all the bots came in.

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There were programs that you could get

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that would track every player.

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if you if you guys were sitting at

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a table with me i'd have an app

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running on my computer it would tell me

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okay dave does this this and this and

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this situation it would track all of these

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dave's history um i could play you know

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five six tables at a time which for

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me like that was a much more appealing

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game than what dave was doing sitting at

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one table with a group of guys because

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that's just so slow

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You're betting one in five hands.

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It just takes forever to go around.

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But then the government came in and just

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shut everything down.

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Then a couple of main casinos got approved

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to do it,

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but it changed the whole game.

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That's what killed everything.

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I know the big jump off seemed to

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be in Tony because you jumped out and

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then you jump back into the call.

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But do you remember the Chris Moneymaker

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and that whole thing was on ESPN?

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That was like two thousand four,

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two thousand five ish.

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Greg Raymond.

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There were like a bunch of like,

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you know, live poker, Phil Ivey,

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a bunch of there's the other.

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What's the other guy?

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Phil something that's like he won like a

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couple.

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He was the Simon Cowell of poker.

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Yes, yes, yes.

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There has to be a jack.

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There has to be like a heel.

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But anyway, you were bringing up poker.

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Maybe think of like, yeah,

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poker was everywhere.

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It's not completely gone now.

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It's probably different.

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And I was seeing some videos and comments

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about pickleball and how it's the fastest

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growing this and the fastest growing that.

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And if we want to look at things

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from patterns, it will grow.

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It will keep growing.

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And then something will happen, right?

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Like it will shrink or it will change,

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right?

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There's, you know, it reminds me,

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and maybe Dave has seen this.

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I think I mentioned this on Tuesday.

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I asked Tony if he had seen Air.

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Dave, you must have seen Air,

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the Michael Jordan movie.

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Yeah, that one scene where he was like,

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where Matt Damon was essentially looking

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at Michael Jordan.

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He was like,

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they're going to build you up.

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You're going to become this thing.

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They're going to invent you.

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And then you're going to fall.

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Then they're going to tear you down.

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So it's like,

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how do we pay attention to these things?

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And how do we take advantage of that?

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Because everything that I'm seeing is,

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oh man, the profession's over.

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It's doom and gloom.

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Everything's done.

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But we know that it's just...

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I don't know.

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I wrote a LinkedIn article this morning

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where essentially I said,

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I looked at Sword and Hinge.

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I think there was something about one of

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them, right?

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One of them bought a gastrointestinal

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cylinder.

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Is it Hinge?

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I have no idea.

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They bought a GI something.

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And I'm like,

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this is good because it shows that there's

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problems that we haven't solved.

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Like we're in the middle and these people

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are paying tons of money to try to

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solve the problem that we as a profession

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have been trying to solve for a long

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time.

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It ain't going to be solved with an

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app tomorrow.

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It's not going to be solved with an

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algorithm next month.

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this is good that enough people with money

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who are supposedly smart i'm going to

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assume that they're kind of smart they

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notice that this is a big hairy scary

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expensive problem i don't know i look at

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it as good when they show up like

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when other podcasts shows up it means

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there are people who want to listen

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Right.

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So this goes back to the big idea.

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I mean, CrossFit went through this,

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you know, and we've talked about, like,

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ice harvesting was huge before

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refrigeration.

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Polaroid, or was it Kodak?

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Kodak had the digital camera.

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They had it first.

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So physical therapy was reconstruction

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aids.

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Then we became physical therapists.

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Why do we think that we have to

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stay in the cocoon that we're in?

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We don't.

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Why are we still battling for declining

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reimbursement?

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Why are we still battling for the stuff

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that therapists have historically done?

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My question on this topic to you guys,

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because I was researching this on the way

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in.

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I heard that they want to move to

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a pass-fail grading system for physical

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therapy school and get away from A, B,

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C, D, F.

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What do you guys think about this?

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Like that would be something changing

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pretty significant.

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For every like test or like...

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Every class you take in PT school would

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be pass-fail.

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I mean, it is sort of right,

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because like if you don't pass,

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it sort of is right.

00:09:41.825 --> 00:09:42.524
If you don't move on,

00:09:42.845 --> 00:09:44.246
like you might get an eighty three.

00:09:44.966 --> 00:09:46.447
And if an eighty two isn't good enough,

00:09:46.629 --> 00:09:47.269
like I mean,

00:09:47.649 --> 00:09:49.191
I had my advisor talk me off a

00:09:49.250 --> 00:09:50.932
ledge a few times when like I'd study

00:09:50.971 --> 00:09:52.312
for a million hours and get an eighty

00:09:52.393 --> 00:09:53.815
eight or I'd study for six hours and

00:09:53.855 --> 00:09:54.394
get an eighty eight.

00:09:54.414 --> 00:09:55.556
And I was like she was like,

00:09:55.576 --> 00:09:56.397
what's the lesson there?

00:09:57.697 --> 00:09:58.999
There's a law of diminishing returns.

00:09:59.119 --> 00:09:59.980
Jimmy, what are you doing?

00:10:00.419 --> 00:10:01.360
But wait, before we move on.

00:10:02.442 --> 00:10:03.625
I think you hit upon something.

00:10:04.347 --> 00:10:05.892
Why are we afraid to break out of

00:10:05.912 --> 00:10:08.278
the cocoon when we understand that things

00:10:08.339 --> 00:10:09.903
hit a ceiling, then change?

00:10:11.076 --> 00:10:14.458
I think the answer is people feel like

00:10:14.479 --> 00:10:15.659
they've earned a degree,

00:10:15.799 --> 00:10:17.322
which means they've earned a spot.

00:10:18.001 --> 00:10:19.302
I look at it as like the people

00:10:19.342 --> 00:10:20.364
movers at the airport.

00:10:20.403 --> 00:10:21.845
Like, do all this work,

00:10:21.884 --> 00:10:23.947
and eventually I get to stand on this

00:10:23.966 --> 00:10:24.648
people mover,

00:10:24.727 --> 00:10:26.048
and then there's a space for me.

00:10:26.068 --> 00:10:27.090
There's always going to be jobs.

00:10:27.590 --> 00:10:30.472
Doing the thing like Tony or Dave does

00:10:31.052 --> 00:10:33.014
is scary and harder,

00:10:33.534 --> 00:10:35.636
and I might not want to do that,

00:10:35.677 --> 00:10:40.779
so I'm going to be mad that –

00:10:37.658 --> 00:10:39.120
The thing that I was sold and I

00:10:39.159 --> 00:10:41.562
bought ten years ago isn't the same today.

00:10:42.062 --> 00:10:43.623
Everybody wants change.

00:10:43.943 --> 00:10:45.264
Nobody wants to change.

00:10:46.365 --> 00:10:47.285
Right?

00:10:47.326 --> 00:10:48.807
They want to have gone to the gym.

00:10:49.086 --> 00:10:50.268
You don't want to go to the gym.

00:10:50.427 --> 00:10:50.888
I mean,

00:10:50.927 --> 00:10:51.749
some of us like to go to the

00:10:51.788 --> 00:10:52.889
gym.

00:10:52.909 --> 00:10:53.169
Dave,

00:10:53.190 --> 00:10:54.650
were you going to say something about

00:10:56.091 --> 00:10:57.613
anything?

00:10:57.633 --> 00:10:59.634
We can keep riffing on this.

00:10:59.715 --> 00:11:01.155
I was going to say basically like,

00:11:02.125 --> 00:11:04.405
the going to this poker, right?

00:11:04.426 --> 00:11:07.647
Like I, I, we, I and my wife,

00:11:07.687 --> 00:11:08.947
we love putting our, you know,

00:11:08.966 --> 00:11:10.227
two-year-old down to bed every night.

00:11:10.268 --> 00:11:11.488
And I, it's like a night where,

00:11:11.707 --> 00:11:13.629
so like even tonight I have a men's

00:11:13.668 --> 00:11:14.528
league baseball game.

00:11:14.548 --> 00:11:16.110
So I'm going to miss putting him down

00:11:16.629 --> 00:11:17.509
to sleep again.

00:11:18.210 --> 00:11:19.311
Um, and I love to do that.

00:11:19.370 --> 00:11:19.571
Right.

00:11:19.610 --> 00:11:20.750
And I'm lucky to be able to do

00:11:20.791 --> 00:11:20.990
that.

00:11:21.591 --> 00:11:22.572
And, um,

00:11:23.111 --> 00:11:25.452
So it's like going to do this poker

00:11:25.472 --> 00:11:27.013
night has to be worth my time,

00:11:27.113 --> 00:11:28.352
either one or multiple ways.

00:11:28.393 --> 00:11:28.552
Right.

00:11:28.592 --> 00:11:31.014
So one is I don't know what to

00:11:31.073 --> 00:11:31.354
expect,

00:11:31.374 --> 00:11:32.855
but I was great in terms of just

00:11:32.894 --> 00:11:35.235
like getting out, meeting new people,

00:11:35.475 --> 00:11:37.275
having a bunch of laughs, you know,

00:11:37.316 --> 00:11:39.115
having some drinks, wine, you know, food,

00:11:39.155 --> 00:11:39.916
whatever with the guys.

00:11:41.277 --> 00:11:41.736
But also.

00:11:42.697 --> 00:11:44.438
Something that I kind of have gotten away

00:11:44.479 --> 00:11:44.619
from,

00:11:44.658 --> 00:11:46.620
which I just don't put a lot of

00:11:46.660 --> 00:11:47.201
time into,

00:11:47.221 --> 00:11:48.782
which is like relationship building and

00:11:49.043 --> 00:11:50.203
like word of mouth type stuff.

00:11:50.724 --> 00:11:51.485
And of course,

00:11:51.544 --> 00:11:53.225
I wore my I didn't wear this hat.

00:11:53.586 --> 00:11:55.008
I wore my concierge pain relief shirt,

00:11:55.028 --> 00:11:55.288
though.

00:11:55.807 --> 00:11:56.028
Right.

00:11:56.089 --> 00:11:56.989
And so, you know,

00:11:57.129 --> 00:11:58.910
half the guys over the course of the

00:11:58.951 --> 00:12:00.491
night were asking me about, oh,

00:12:00.532 --> 00:12:00.832
what's that?

00:12:00.873 --> 00:12:02.793
Is that your company or what's concierge?

00:12:02.833 --> 00:12:04.034
And what do you guys do?

00:12:04.195 --> 00:12:04.936
Oh, it's physical therapy,

00:12:04.956 --> 00:12:05.616
but it's concierge.

00:12:05.636 --> 00:12:06.576
Like so it's like.

00:12:07.658 --> 00:12:08.899
I didn't have to pitch anything.

00:12:09.019 --> 00:12:11.322
I get to then just kind of briefly

00:12:11.381 --> 00:12:13.244
say in between hands like what we do

00:12:13.283 --> 00:12:13.684
and all that.

00:12:14.065 --> 00:12:15.066
And I sat next to my buddy who's

00:12:15.086 --> 00:12:16.548
a physical therapist and they're out of

00:12:16.567 --> 00:12:17.629
network and cash and all that.

00:12:19.696 --> 00:12:20.716
Of course, strategically,

00:12:21.297 --> 00:12:23.798
the poker night happened to be about ten

00:12:23.818 --> 00:12:24.958
blocks away from our brick and mortar

00:12:24.999 --> 00:12:25.320
clinic.

00:12:25.379 --> 00:12:25.539
Right.

00:12:25.559 --> 00:12:26.740
So if it was if it was like

00:12:26.779 --> 00:12:29.402
closer to like my buddy's office downtown,

00:12:29.461 --> 00:12:30.342
like I don't know,

00:12:30.403 --> 00:12:31.163
maybe I wouldn't have gone.

00:12:31.182 --> 00:12:32.384
But the point of me bringing this up

00:12:32.464 --> 00:12:34.465
is it has to be worth my time

00:12:34.504 --> 00:12:36.086
in terms of like just the socialization

00:12:36.125 --> 00:12:36.405
part.

00:12:36.485 --> 00:12:37.167
If I want that,

00:12:37.226 --> 00:12:37.966
if I wanted to do that,

00:12:37.986 --> 00:12:39.628
which I'm always open to do that as

00:12:39.668 --> 00:12:40.288
like an extrovert.

00:12:40.869 --> 00:12:42.570
But then also it's like I haven't done

00:12:42.590 --> 00:12:43.171
a lot of this.

00:12:44.091 --> 00:12:44.571
uh, you know,

00:12:44.610 --> 00:12:46.971
like group or like socialization,

00:12:47.011 --> 00:12:48.153
like networking type stuff.

00:12:48.173 --> 00:12:48.852
And I don't want to even,

00:12:48.893 --> 00:12:50.552
it's not even really like networking,

00:12:50.613 --> 00:12:53.094
but everyone that I sat around the table

00:12:53.114 --> 00:12:53.855
with, like,

00:12:53.875 --> 00:12:56.154
they're all like fairly successful.

00:12:56.336 --> 00:12:56.535
Right.

00:12:56.596 --> 00:12:57.875
And that's like the, that's the point,

00:12:57.916 --> 00:12:59.756
at least for me is like, um,

00:12:59.817 --> 00:13:01.437
I wouldn't want to go to a poker

00:13:01.456 --> 00:13:03.177
game if it was like a bunch of

00:13:03.197 --> 00:13:05.298
like new grads that were, um,

00:13:06.099 --> 00:13:08.461
in i don't know other industries maybe but

00:13:08.501 --> 00:13:10.964
it's like when i heard about who was

00:13:11.004 --> 00:13:12.365
there or like the type of people and

00:13:12.405 --> 00:13:13.547
i got the google invite and i could

00:13:13.586 --> 00:13:15.749
kind of see some of their their email

00:13:15.769 --> 00:13:17.030
addresses and all that that i'm like oh

00:13:17.051 --> 00:13:19.793
like that's kind of like that's now it

00:13:19.854 --> 00:13:21.475
now it does make a good use of

00:13:21.514 --> 00:13:22.395
my time and so

00:13:23.615 --> 00:13:25.056
I'm just trying to think moving forward of

00:13:25.076 --> 00:13:26.057
like,

00:13:26.096 --> 00:13:28.097
I'm not going into it of like what

00:13:28.197 --> 00:13:28.859
is in it for me,

00:13:28.879 --> 00:13:29.600
but it's also like,

00:13:30.399 --> 00:13:32.201
I want there to be something that could

00:13:32.221 --> 00:13:34.582
come from it in the medium to long

00:13:34.623 --> 00:13:34.903
term.

00:13:35.264 --> 00:13:36.404
And the short term is more of just

00:13:36.445 --> 00:13:37.846
like meeting new folks,

00:13:38.225 --> 00:13:39.687
maybe referring business to them if,

00:13:40.147 --> 00:13:40.368
you know,

00:13:40.927 --> 00:13:43.048
we know someone that specializes or needs

00:13:43.109 --> 00:13:44.629
the specialization of what they offer.

00:13:44.989 --> 00:13:47.450
One guy was, like I said, cabinet, uh,

00:13:47.490 --> 00:13:49.070
cabinet, uh, distributor.

00:13:49.370 --> 00:13:50.951
So he sells to like residential,

00:13:51.030 --> 00:13:53.432
like real estate investors and owners and

00:13:53.451 --> 00:13:53.711
all that.

00:13:53.731 --> 00:13:55.572
So it's just like super fascinating and

00:13:55.591 --> 00:13:58.052
interesting of like how other people have

00:13:58.072 --> 00:13:59.714
a very specific focus,

00:13:59.754 --> 00:14:00.854
like with their work and all that.

00:14:00.894 --> 00:14:02.153
So anyway, just,

00:14:02.313 --> 00:14:03.894
just like just throwing it out there in

00:14:03.914 --> 00:14:06.135
terms of like the opposite of like paid

00:14:06.216 --> 00:14:07.556
ads and Google ads and,

00:14:08.216 --> 00:14:09.738
um, you know, the, the,

00:14:09.758 --> 00:14:11.239
the dialing of paid marketing.

00:14:11.259 --> 00:14:12.120
And then it's like, oh yeah,

00:14:12.240 --> 00:14:14.442
like I should maybe mix in some more

00:14:14.461 --> 00:14:15.923
of this exact stuff.

00:14:16.123 --> 00:14:17.465
And it's fun in real time.

00:14:17.504 --> 00:14:19.446
And it's also potentially beneficial.

00:14:20.187 --> 00:14:21.687
I hear you saying two things.

00:14:21.969 --> 00:14:24.410
I hear all the money you lost was

00:14:24.471 --> 00:14:26.793
tax deductible because this was clearly a

00:14:26.852 --> 00:14:27.774
business expense.

00:14:27.813 --> 00:14:28.634
I didn't lose.

00:14:28.875 --> 00:14:30.216
I left up ten dollars.

00:14:30.515 --> 00:14:30.676
So

00:14:32.533 --> 00:14:35.054
The government can't tax my ten dollar

00:14:35.075 --> 00:14:38.136
cash because they don't know about it.

00:14:38.177 --> 00:14:40.698
I hear Jimmy needs to start a PT

00:14:40.719 --> 00:14:44.821
breakfast club poker night for recruiting.

00:14:45.280 --> 00:14:46.501
Like there's nothing better.

00:14:46.542 --> 00:14:48.562
Talk about putting a potential candidate.

00:14:48.602 --> 00:14:50.443
If I wanted to hire a therapist,

00:14:50.484 --> 00:14:52.725
put him in the hot seat of a

00:14:52.784 --> 00:14:53.485
poker table.

00:14:53.826 --> 00:14:54.447
Let's go.

00:14:54.547 --> 00:14:55.048
I didn't even think,

00:14:55.307 --> 00:14:56.350
I didn't even think we were going this

00:14:56.389 --> 00:14:56.990
way, but I love it.

00:14:57.030 --> 00:14:57.490
Yeah.

00:14:57.510 --> 00:14:59.313
You talk, you get to know them.

00:14:59.333 --> 00:15:01.155
You see how they make decisions under

00:15:01.216 --> 00:15:01.836
pressure.

00:15:02.298 --> 00:15:03.820
Can you tell when they're lying?

00:15:03.860 --> 00:15:04.500
Can you tell?

00:15:05.942 --> 00:15:06.663
I love this.

00:15:07.985 --> 00:15:10.168
Sponsored by where Jimmy works.

00:15:10.702 --> 00:15:13.686
If we were to spin this,

00:15:13.745 --> 00:15:14.667
that's a good idea.

00:15:14.847 --> 00:15:16.089
How do you organize it?

00:15:16.129 --> 00:15:17.149
That's tough logistically.

00:15:17.210 --> 00:15:18.150
In-person is tough.

00:15:18.471 --> 00:15:19.832
But Tony already said he likes playing

00:15:19.893 --> 00:15:20.913
five hands and not one.

00:15:20.953 --> 00:15:22.735
So online actually plays well there.

00:15:22.975 --> 00:15:24.177
But then you lose some of the

00:15:24.217 --> 00:15:25.019
conversation.

00:15:26.080 --> 00:15:26.841
Or is it...

00:15:27.900 --> 00:15:29.841
If you're trying to hire PT students as

00:15:29.861 --> 00:15:30.642
they graduate,

00:15:31.043 --> 00:15:32.763
do you give them something that they think

00:15:32.783 --> 00:15:34.403
they need because they don't,

00:15:34.464 --> 00:15:36.705
but they think they need to study for

00:15:36.725 --> 00:15:37.686
the NPTE?

00:15:37.745 --> 00:15:38.807
You actually don't need to study.

00:15:38.826 --> 00:15:39.486
You know enough.

00:15:39.527 --> 00:15:40.326
I mean, you need to review,

00:15:40.407 --> 00:15:41.408
but you need to study.

00:15:41.447 --> 00:15:43.749
Do I do a trivia show?

00:15:43.769 --> 00:15:45.190
Do I lean into my own skill and

00:15:45.210 --> 00:15:45.289
go,

00:15:45.309 --> 00:15:46.730
we're going to do an online trivia show,

00:15:46.931 --> 00:15:47.931
and then you're going to bring people on?

00:15:47.951 --> 00:15:48.191
I don't know.

00:15:48.230 --> 00:15:50.913
I'm trying to figure out what's the thing

00:15:50.932 --> 00:15:52.013
that...

00:15:52.052 --> 00:15:54.695
Clinicians is too wide because they have

00:15:54.754 --> 00:15:55.134
vast...

00:15:56.225 --> 00:15:58.407
you know, likes and dislikes and hobbies.

00:15:58.846 --> 00:16:00.368
Students are consistent because they're

00:16:00.388 --> 00:16:00.548
like,

00:16:00.628 --> 00:16:02.649
I'm in study mode for three point five

00:16:02.668 --> 00:16:02.989
years.

00:16:03.450 --> 00:16:04.309
That is a good point.

00:16:04.350 --> 00:16:06.291
Like because you wanted that's why happy

00:16:06.331 --> 00:16:07.932
hours and PT pub nights were so big

00:16:07.951 --> 00:16:09.913
for a while is because it was like,

00:16:10.653 --> 00:16:10.852
no,

00:16:11.173 --> 00:16:12.333
you mean no one thought to like

00:16:12.813 --> 00:16:14.014
get people together to talk.

00:16:14.034 --> 00:16:15.335
Like the magic of the pub night was

00:16:15.375 --> 00:16:17.056
there was no, there wasn't a cell.

00:16:17.535 --> 00:16:18.716
It was just get together.

00:16:18.816 --> 00:16:21.236
And then the, the hanging out is the,

00:16:21.417 --> 00:16:22.258
is the magic.

00:16:22.357 --> 00:16:24.438
As soon as this, this would be that,

00:16:24.519 --> 00:16:27.600
but since PT pub night is inaccessible.

00:16:28.613 --> 00:16:29.133
It's, you know,

00:16:29.153 --> 00:16:31.293
you create the new PT pub night plus

00:16:31.474 --> 00:16:33.134
from my understanding, younger people,

00:16:33.894 --> 00:16:35.596
younger people are drinking less,

00:16:36.416 --> 00:16:37.056
you know, you,

00:16:37.076 --> 00:16:38.937
you could even make a situation where

00:16:39.037 --> 00:16:40.317
everybody gets gifted,

00:16:40.618 --> 00:16:42.798
six thousand chips and it's kind of

00:16:42.857 --> 00:16:44.318
tournament style, you know,

00:16:44.359 --> 00:16:45.719
and then maybe there's a prize at the

00:16:45.839 --> 00:16:46.059
end,

00:16:46.620 --> 00:16:48.821
but it's a combination of potential

00:16:48.860 --> 00:16:51.601
candidates plus individuals hiring.

00:16:51.782 --> 00:16:53.422
Oh yeah, yeah, yeah.

00:16:53.442 --> 00:16:55.163
The magic.

00:16:55.243 --> 00:16:55.663
And you need,

00:16:55.702 --> 00:16:56.624
you need a reason to go.

00:16:56.644 --> 00:16:57.724
You need a hook, right?

00:17:00.543 --> 00:17:03.025
So are you saying like actual in-person

00:17:03.046 --> 00:17:04.909
things or a digital thing or try both?

00:17:05.328 --> 00:17:09.654
Probably hybrid, but actual in-person.

00:17:09.674 --> 00:17:10.717
It's got to be in-person.

00:17:10.836 --> 00:17:11.657
It's super hard.

00:17:12.159 --> 00:17:13.000
I'd love to do it,

00:17:13.440 --> 00:17:15.303
but it's super hard and not cheap.

00:17:16.517 --> 00:17:19.178
Or, so really if we think about this,

00:17:19.298 --> 00:17:22.679
what if Jimmy goes to colleges, right?

00:17:23.278 --> 00:17:24.239
At the college,

00:17:24.259 --> 00:17:26.380
you've got the entire department there.

00:17:27.279 --> 00:17:28.500
So it's like, all right,

00:17:28.560 --> 00:17:30.641
what if we did something where you did

00:17:31.221 --> 00:17:33.882
the DPT department poker tournament,

00:17:34.001 --> 00:17:35.462
whoever wants to participate,

00:17:36.083 --> 00:17:37.823
it's streamed live,

00:17:38.442 --> 00:17:40.144
even if the employer couldn't make it.

00:17:40.183 --> 00:17:40.384
I mean,

00:17:40.423 --> 00:17:43.325
the schools here by me have job fairs

00:17:44.105 --> 00:17:45.486
we used to go to all the job

00:17:45.526 --> 00:17:47.686
fairs try to talk to the the pt

00:17:47.727 --> 00:17:50.548
students like you could bring in local

00:17:50.587 --> 00:17:53.348
employers but if you streamed it live

00:17:53.849 --> 00:17:56.070
you'd get all the benefits to potential

00:17:56.131 --> 00:17:58.612
employers who wanted to watch and interact

00:17:58.692 --> 00:17:59.152
online

00:18:01.426 --> 00:18:02.868
what about like i'm surprised neither of

00:18:02.888 --> 00:18:04.351
you mentioned this what about you do a

00:18:04.411 --> 00:18:07.134
poker night at like the pps or csm

00:18:07.174 --> 00:18:08.516
or whatever so instead of like usually

00:18:08.536 --> 00:18:10.439
it's like you go to a party the

00:18:10.459 --> 00:18:12.481
poker night now is you know the night

00:18:12.521 --> 00:18:14.443
before or after or it's competing with the

00:18:14.483 --> 00:18:16.346
main party or the secondary party

00:18:18.233 --> 00:18:20.355
Oh, Jimmy's gone.

00:18:20.517 --> 00:18:24.300
Has there never been a party with a

00:18:24.340 --> 00:18:24.661
purpose?

00:18:24.840 --> 00:18:25.021
Yeah,

00:18:25.041 --> 00:18:28.325
so I'm saying now the breakfast

00:18:28.345 --> 00:18:31.469
club-sponsored poker night would be

00:18:31.509 --> 00:18:32.490
competing with that party,

00:18:32.509 --> 00:18:33.029
which would be tough.

00:18:33.210 --> 00:18:33.790
It was going to be tough,

00:18:33.851 --> 00:18:35.092
but there's going to be certain people

00:18:35.112 --> 00:18:35.393
that are like,

00:18:35.813 --> 00:18:37.234
I absolutely would want to go to poker

00:18:37.255 --> 00:18:38.036
rather than a party.

00:18:38.788 --> 00:18:39.229
Totally agree.

00:18:39.308 --> 00:18:40.150
This is why, oh,

00:18:40.230 --> 00:18:41.269
Paul's saying during the pandemic,

00:18:41.289 --> 00:18:42.769
they had a group that played online,

00:18:42.951 --> 00:18:43.931
but on Zoom together.

00:18:44.010 --> 00:18:44.191
Yeah.

00:18:44.510 --> 00:18:45.832
So you had the online,

00:18:45.852 --> 00:18:46.372
but you had the,

00:18:46.592 --> 00:18:48.512
this is why there's an app called Discord.

00:18:49.093 --> 00:18:50.192
You guys familiar with Discord?

00:18:50.212 --> 00:18:51.433
Yeah.

00:18:51.554 --> 00:18:52.453
Yeah.

00:18:52.473 --> 00:18:53.594
I didn't understand what it was.

00:18:53.634 --> 00:18:54.734
And then it completely, it clicked.

00:18:54.755 --> 00:18:55.674
It was like, oh, got it.

00:18:55.714 --> 00:18:56.976
You, that chat feature.

00:18:57.695 --> 00:18:59.936
It's the social component to everything

00:19:00.017 --> 00:19:00.196
else.

00:19:00.477 --> 00:19:01.116
Don't disagree.

00:19:01.777 --> 00:19:02.637
This is why, so I'm,

00:19:03.657 --> 00:19:04.778
I won't say the school because we haven't

00:19:04.818 --> 00:19:05.378
locked it in,

00:19:05.439 --> 00:19:07.500
but coming up actually somewhere in Dave's

00:19:07.539 --> 00:19:08.160
neck of the woods,

00:19:09.000 --> 00:19:11.542
I go to PT schools and instead of

00:19:11.603 --> 00:19:12.584
giving a talk,

00:19:13.124 --> 00:19:14.965
I turn it into the Johnny Carson show

00:19:15.366 --> 00:19:15.787
where I'm like,

00:19:15.807 --> 00:19:18.410
give me fun guests who are wildly

00:19:18.470 --> 00:19:21.092
different and have nothing to do with a

00:19:21.172 --> 00:19:21.712
lecture.

00:19:22.133 --> 00:19:23.134
And then I say, don't worry about it.

00:19:23.315 --> 00:19:24.635
I pre-interview all of them.

00:19:25.717 --> 00:19:26.217
And instead of a

00:19:28.307 --> 00:19:30.148
They've already told me most of their

00:19:30.229 --> 00:19:30.769
gems,

00:19:30.828 --> 00:19:31.888
and then my job is to pull it

00:19:31.989 --> 00:19:32.128
out.

00:19:32.429 --> 00:19:33.869
And then I bring in the sound effects

00:19:33.890 --> 00:19:35.210
and the music, and I zhuzh it up,

00:19:35.230 --> 00:19:35.490
and I go,

00:19:35.570 --> 00:19:36.510
it's got to be an hour,

00:19:36.871 --> 00:19:38.090
no longer than an hour.

00:19:38.352 --> 00:19:39.311
By the way, when we're done,

00:19:39.592 --> 00:19:40.872
we're going to go down the street to

00:19:40.912 --> 00:19:41.573
whatever bar.

00:19:41.833 --> 00:19:42.633
We're going to mix it up,

00:19:42.653 --> 00:19:44.193
and you're going to talk to the speakers,

00:19:44.233 --> 00:19:45.034
and the students are going to talk to

00:19:45.054 --> 00:19:45.334
each other.

00:19:45.693 --> 00:19:47.115
To me, the recruiters,

00:19:47.275 --> 00:19:48.575
their eyes get real big.

00:19:48.615 --> 00:19:48.914
They're like,

00:19:50.236 --> 00:19:51.675
you're going to hype all the students up

00:19:51.695 --> 00:19:52.676
and then put them in a room?

00:19:53.436 --> 00:19:54.237
And I'm like, yeah,

00:19:54.257 --> 00:19:55.377
and you've got to buy them food.

00:19:55.698 --> 00:19:56.057
And they're like...

00:19:56.778 --> 00:19:57.157
Great.

00:19:57.538 --> 00:19:57.917
And I'm like,

00:19:57.938 --> 00:19:59.358
if you can't recruit from that room,

00:20:00.118 --> 00:20:01.240
hang it up, my friend.

00:20:01.420 --> 00:20:02.039
You're done.

00:20:02.259 --> 00:20:03.800
That's the magic.

00:20:03.840 --> 00:20:05.161
It's only missing the game,

00:20:05.181 --> 00:20:07.422
the playing part of that component.

00:20:07.622 --> 00:20:09.002
What's the reason for going?

00:20:09.942 --> 00:20:11.284
Right.

00:20:11.344 --> 00:20:12.903
That would be the thing.

00:20:12.943 --> 00:20:15.005
Peeling this back to the original topic of

00:20:15.045 --> 00:20:16.846
how things change and innovate.

00:20:17.898 --> 00:20:20.441
We talked about how these different sports

00:20:20.480 --> 00:20:21.741
kind of grew and changed.

00:20:22.241 --> 00:20:24.223
I was just watching these guys do speed

00:20:24.263 --> 00:20:24.703
golf.

00:20:24.963 --> 00:20:26.986
And I could get into speed golf.

00:20:27.046 --> 00:20:27.865
Two, three clubs.

00:20:28.727 --> 00:20:30.407
You putt with a driver.

00:20:30.468 --> 00:20:31.509
You run through.

00:20:31.588 --> 00:20:33.190
It's a combination of how fast you can

00:20:33.210 --> 00:20:34.550
play and what your score is.

00:20:37.492 --> 00:20:40.515
You change and innovate how PT clinics are

00:20:40.555 --> 00:20:41.755
recruiting therapists.

00:20:42.256 --> 00:20:44.977
You change and innovate how PT clinics are

00:20:44.997 --> 00:20:46.978
delivering physical therapy services.

00:20:47.439 --> 00:20:49.119
You change and innovate how they're

00:20:49.140 --> 00:20:49.759
getting paid.

00:20:50.279 --> 00:20:51.520
Every single element,

00:20:51.580 --> 00:20:53.041
including the entirety,

00:20:53.741 --> 00:20:55.943
should change and innovate.

00:20:55.963 --> 00:20:56.683
It should grow.

00:20:56.763 --> 00:20:58.884
Dave is not the same physical therapist he

00:20:58.924 --> 00:21:00.266
was when he was a new grad.

00:21:00.787 --> 00:21:02.508
He is a very different human.

00:21:03.607 --> 00:21:04.729
His experience,

00:21:04.808 --> 00:21:06.691
everything has changed in the way he

00:21:06.730 --> 00:21:07.191
delivers,

00:21:07.290 --> 00:21:09.393
yet we still continue to hang on to

00:21:09.472 --> 00:21:11.273
the words physical therapy.

00:21:11.294 --> 00:21:12.095
Agreed.

00:21:12.154 --> 00:21:12.776
Yeah.

00:21:12.816 --> 00:21:15.698
But the actual thing that I want to

00:21:15.738 --> 00:21:17.398
do for the patient, I believe,

00:21:17.519 --> 00:21:18.059
is the same.

00:21:18.373 --> 00:21:19.712
The core has stayed the same.

00:21:19.853 --> 00:21:20.313
How,

00:21:20.432 --> 00:21:22.134
the what and the why I believe is

00:21:22.173 --> 00:21:22.634
the same.

00:21:22.874 --> 00:21:25.214
The how, the where, the when,

00:21:25.595 --> 00:21:26.914
those things should constantly be

00:21:26.934 --> 00:21:27.214
changing.

00:21:27.714 --> 00:21:29.955
Listen, Easter egg hunts are great,

00:21:30.395 --> 00:21:32.276
but there was a company who revolutionized

00:21:32.316 --> 00:21:33.936
like the concept and they made it

00:21:34.317 --> 00:21:36.696
augmented reality and it was Pokemon Go.

00:21:37.176 --> 00:21:38.917
It's just an old idea in a new

00:21:38.958 --> 00:21:40.478
way or a new idea in an old

00:21:40.518 --> 00:21:40.698
way.

00:21:41.018 --> 00:21:42.219
One of those has to be old.

00:21:42.278 --> 00:21:43.159
So it's, well,

00:21:43.199 --> 00:21:45.019
we're just delivering musculoskeletal care

00:21:45.298 --> 00:21:46.339
in the old way.

00:21:46.640 --> 00:21:47.500
No, we come to you.

00:21:48.577 --> 00:21:49.837
That's a vastly new way.

00:21:49.917 --> 00:21:51.239
Ironically, it's a vastly old way,

00:21:51.259 --> 00:21:53.099
but it's been away for so long that

00:21:53.119 --> 00:21:54.500
it's actually new again.

00:21:54.559 --> 00:21:56.441
All of a sudden, bell bottoms are genius.

00:21:56.480 --> 00:21:57.040
It's like, dude,

00:21:57.580 --> 00:21:59.382
they were so cool that they became not

00:21:59.422 --> 00:21:59.761
cool.

00:22:00.201 --> 00:22:01.363
And that's the idea.

00:22:01.482 --> 00:22:03.242
It's this wave of the things that go

00:22:03.282 --> 00:22:03.383
out.

00:22:03.442 --> 00:22:04.463
I don't think you need to look too

00:22:04.483 --> 00:22:05.683
far for your new idea.

00:22:08.025 --> 00:22:10.445
On Tuesday, Tony brought up

00:22:12.034 --> 00:22:13.095
some really great ads.

00:22:14.196 --> 00:22:16.159
There's nothing new about this ad,

00:22:16.278 --> 00:22:18.442
except you haven't seen these ads in the

00:22:18.461 --> 00:22:19.703
style for so long.

00:22:20.724 --> 00:22:21.645
Yeah.

00:22:21.665 --> 00:22:21.786
Yeah.

00:22:23.443 --> 00:22:23.723
Yeah,

00:22:24.005 --> 00:22:26.207
they're so old that we stopped doing it

00:22:26.247 --> 00:22:32.692
because human being brains create novelty.

00:22:33.212 --> 00:22:34.594
When we see something too much,

00:22:34.954 --> 00:22:36.036
it becomes noise.

00:22:36.195 --> 00:22:38.617
And our job is to be signal in

00:22:38.637 --> 00:22:39.077
the noise.

00:22:39.479 --> 00:22:41.580
So I think it's time to bring ads

00:22:41.621 --> 00:22:45.544
like this back simply because we haven't

00:22:45.604 --> 00:22:46.325
done them for so long.

00:22:47.930 --> 00:22:49.471
So let me ask you guys about this,

00:22:49.490 --> 00:22:51.291
because this is still kind of related.

00:22:52.031 --> 00:22:53.413
I shared this TikTok.

00:22:53.732 --> 00:22:57.496
This is a therapist who started a practice

00:22:57.615 --> 00:22:59.717
and she's talking about, you know,

00:22:59.757 --> 00:23:02.659
kind of going through the continuum of

00:23:03.419 --> 00:23:04.920
She's got an injured athlete.

00:23:05.099 --> 00:23:06.500
She rehabs the athlete.

00:23:06.601 --> 00:23:08.040
Now the athlete wants to work on

00:23:08.101 --> 00:23:08.821
performance,

00:23:08.862 --> 00:23:10.742
taking the athlete through performance,

00:23:11.323 --> 00:23:12.782
going from two,

00:23:12.803 --> 00:23:14.644
three times a week to maybe once a

00:23:14.723 --> 00:23:16.825
month where the athlete's checking in with

00:23:16.884 --> 00:23:17.185
her.

00:23:17.645 --> 00:23:19.507
She's updating his program.

00:23:19.547 --> 00:23:21.326
She's advancing him,

00:23:21.407 --> 00:23:23.387
improving his performance on the field.

00:23:24.368 --> 00:23:26.130
We've talked about this a lot.

00:23:27.498 --> 00:23:28.739
My question is,

00:23:29.419 --> 00:23:33.000
at what point does she or do we

00:23:33.240 --> 00:23:35.480
eliminate the word physical therapy,

00:23:36.501 --> 00:23:39.022
use it for wellness, performance training,

00:23:39.083 --> 00:23:40.703
you know, whatever it's going to be.

00:23:41.324 --> 00:23:44.964
Because she's basically saying how like,

00:23:45.705 --> 00:23:47.707
I think a lot of the profession is

00:23:47.747 --> 00:23:49.946
pigeonholed into once insurance stops

00:23:49.987 --> 00:23:50.827
paying, we're done.

00:23:51.747 --> 00:23:53.347
not really and i think a lot of

00:23:53.407 --> 00:23:55.689
the therapists want to take the person

00:23:55.709 --> 00:23:58.371
beyond just back to prior level of

00:23:58.411 --> 00:24:01.352
function dave has clearly built the

00:24:01.392 --> 00:24:03.272
business model in the niche where it's

00:24:03.393 --> 00:24:05.555
it's a lifetime investment i will take you

00:24:06.134 --> 00:24:07.955
all the way through the day you die

00:24:07.976 --> 00:24:10.017
because there isn't a point in that time

00:24:10.057 --> 00:24:12.397
where you you're gonna accept weakness and

00:24:12.438 --> 00:24:15.059
frailty and you know any of that stuff

00:24:15.700 --> 00:24:17.000
But it's like, OK,

00:24:17.220 --> 00:24:19.260
do we keep calling it physical therapy

00:24:19.300 --> 00:24:20.882
because the service is delivered by a

00:24:20.942 --> 00:24:21.981
physical therapist?

00:24:22.362 --> 00:24:23.602
There's problems with that.

00:24:24.042 --> 00:24:26.462
Do we change what we are calling it?

00:24:26.663 --> 00:24:28.443
And now it's performance training

00:24:28.483 --> 00:24:30.404
delivered by a physical therapist.

00:24:31.444 --> 00:24:33.165
Where are you guys on that spectrum?

00:24:33.185 --> 00:24:39.446
I understand what you mean.

00:24:39.548 --> 00:24:43.648
I don't see an easy or obvious path

00:24:43.749 --> 00:24:44.088
where

00:24:45.656 --> 00:24:49.478
the clinicians or the academics will agree

00:24:49.557 --> 00:24:51.098
or change anything or the board or

00:24:51.118 --> 00:24:53.920
whatever, the FSB, PT board or whatever,

00:24:54.920 --> 00:24:56.299
and or the public.

00:24:56.420 --> 00:24:57.161
I feel like, again,

00:24:57.480 --> 00:24:58.260
I know I've mentioned it before,

00:24:58.280 --> 00:25:00.942
but like with Facebook, Instagram video,

00:25:01.001 --> 00:25:02.481
TikTok video, YouTube video,

00:25:02.961 --> 00:25:04.462
I feel like every single day,

00:25:04.803 --> 00:25:06.522
more and more of the public have a

00:25:06.623 --> 00:25:07.943
better understanding of what

00:25:08.775 --> 00:25:11.636
and a licensed physical therapist does for

00:25:11.676 --> 00:25:13.618
their patients in the U S.

00:25:13.638 --> 00:25:14.358
And when I say that, I mean,

00:25:14.759 --> 00:25:16.181
most of the video is like obviously

00:25:16.260 --> 00:25:16.980
outpatient stuff.

00:25:17.000 --> 00:25:17.182
Right.

00:25:17.201 --> 00:25:19.923
So in terms of like musculoskeletal stuff,

00:25:20.003 --> 00:25:21.664
of course, neuro is having, you know,

00:25:21.684 --> 00:25:23.807
there's more practices that just are neuro

00:25:23.826 --> 00:25:23.946
only.

00:25:24.126 --> 00:25:25.627
And Tony knows a lot of them where

00:25:25.647 --> 00:25:27.509
they're posting a lot of content or it's

00:25:27.549 --> 00:25:29.590
home visits or it's neuro home visits.

00:25:29.651 --> 00:25:29.790
Right.

00:25:29.811 --> 00:25:30.092
But like,

00:25:30.372 --> 00:25:31.772
I feel like with all the online video,

00:25:31.932 --> 00:25:34.055
more and more of the public know what,

00:25:34.795 --> 00:25:36.855
a licensed physical therapist does in the

00:25:36.976 --> 00:25:37.616
US, right?

00:25:37.737 --> 00:25:41.617
And so to suggest a change in name,

00:25:41.858 --> 00:25:45.180
I feel like would just detract from the

00:25:46.520 --> 00:25:49.682
pace of people learning and acknowledging

00:25:49.721 --> 00:25:51.083
and understanding what physical therapists

00:25:51.123 --> 00:25:53.763
or even occupational therapists do for

00:25:54.483 --> 00:25:55.724
certain issues or challenges.

00:25:55.805 --> 00:25:55.924
Now,

00:25:55.944 --> 00:25:56.925
if we just change it all of a

00:25:56.965 --> 00:25:58.405
sudden, if, I don't know,

00:25:58.425 --> 00:26:01.028
if the APTA or whatever the board all

00:26:01.048 --> 00:26:03.409
of a sudden today change it to,

00:26:05.895 --> 00:26:07.579
performance wellness or whatever,

00:26:07.640 --> 00:26:08.561
performance training,

00:26:08.642 --> 00:26:09.503
but then it kind of sounds like a

00:26:09.523 --> 00:26:10.404
personal trainer maybe.

00:26:11.067 --> 00:26:12.529
If you just change the name all of

00:26:12.569 --> 00:26:13.111
a sudden to...

00:26:14.892 --> 00:26:15.873
Performance wellness.

00:26:16.113 --> 00:26:18.354
I'm a wellness performer.

00:26:18.594 --> 00:26:20.275
It doesn't even make sense.

00:26:20.394 --> 00:26:22.757
If they just literally had a decree today

00:26:22.817 --> 00:26:25.377
and this is now physical therapists are

00:26:25.417 --> 00:26:28.519
now performance wellness providers or

00:26:28.539 --> 00:26:28.900
whatever,

00:26:29.901 --> 00:26:31.102
then I feel like it would just take

00:26:31.422 --> 00:26:34.182
more time for the public to even learn

00:26:34.222 --> 00:26:37.204
that and then connect their aches and

00:26:37.244 --> 00:26:39.026
pains and I'm looking for an issue.

00:26:39.125 --> 00:26:40.666
I'm looking for a provider to solve this

00:26:40.707 --> 00:26:40.886
issue.

00:26:40.906 --> 00:26:42.888
I'm looking for a professional or someone

00:26:42.909 --> 00:26:43.148
who's

00:26:43.788 --> 00:26:46.490
competent to solve my back pain or my

00:26:46.590 --> 00:26:47.511
neck pain or shoulder pain.

00:26:48.153 --> 00:26:50.354
And I think it would just take too

00:26:50.374 --> 00:26:51.115
much time, Tony.

00:26:51.154 --> 00:26:52.935
I think it would just take too many

00:26:52.996 --> 00:26:55.117
years or decades to change public

00:26:55.538 --> 00:26:57.000
understanding if you change the name.

00:26:57.019 --> 00:26:59.101
So in my opinion, I say leave it,

00:26:59.422 --> 00:27:01.663
but I also fully agree that it's not

00:27:01.682 --> 00:27:04.204
the best name, if that makes sense.

00:27:04.246 --> 00:27:05.707
Before we hear from Jimmy, hang on.

00:27:06.047 --> 00:27:07.887
Before we hear from Jimmy, Dave,

00:27:07.969 --> 00:27:09.890
you just reminded me of Michael Scott

00:27:09.950 --> 00:27:11.791
saying, I declare bankruptcy.

00:27:12.311 --> 00:27:17.236
I want physical therapist to declare.

00:27:17.957 --> 00:27:19.417
Okay, go ahead.

00:27:19.458 --> 00:27:20.679
Yeah, I think there's several things.

00:27:20.739 --> 00:27:21.279
Number one,

00:27:22.201 --> 00:27:23.481
some people in the profession are like,

00:27:23.602 --> 00:27:24.863
call us something different.

00:27:25.262 --> 00:27:26.825
And there are also some of the same

00:27:26.845 --> 00:27:28.906
people are mad that other people are

00:27:28.926 --> 00:27:30.428
calling themselves dynamic personal

00:27:30.468 --> 00:27:30.867
trainers.

00:27:30.887 --> 00:27:32.789
They're like, we don't need this name.

00:27:32.829 --> 00:27:33.971
It doesn't say what we do.

00:27:34.030 --> 00:27:36.113
And then also, you can't use that name.

00:27:36.373 --> 00:27:37.634
People are going to get confused.

00:27:37.874 --> 00:27:39.015
My man, they're already confused.

00:27:39.035 --> 00:27:39.536
Yeah.

00:27:39.892 --> 00:27:41.953
Google's a verb now because they showed

00:27:41.973 --> 00:27:43.736
what they did.

00:27:44.096 --> 00:27:46.198
Doctors don't doctor, right?

00:27:46.518 --> 00:27:48.539
Nurses don't nurse, right?

00:27:48.559 --> 00:27:49.401
They practice medicine.

00:27:49.981 --> 00:27:50.782
So the name,

00:27:51.343 --> 00:27:52.763
as much as I say it needs a

00:27:52.825 --> 00:27:55.267
name, it just needs a name.

00:27:55.866 --> 00:27:57.308
It doesn't need to be the most obvious

00:27:57.348 --> 00:27:57.808
name, right?

00:27:58.130 --> 00:28:00.432
Plumbers don't plumb, right?

00:28:00.612 --> 00:28:01.133
But we still know,

00:28:01.192 --> 00:28:03.295
we understand what they do because...

00:28:04.550 --> 00:28:05.050
They've done it.

00:28:05.431 --> 00:28:06.971
They've showed that over and over and over

00:28:06.991 --> 00:28:07.211
again.

00:28:07.291 --> 00:28:07.893
That's the game.

00:28:07.992 --> 00:28:09.472
The game is showing, not telling.

00:28:09.753 --> 00:28:10.634
Show, not tell.

00:28:10.673 --> 00:28:12.035
That was my favorite day in third grade,

00:28:12.075 --> 00:28:12.255
man.

00:28:12.535 --> 00:28:14.316
I couldn't wait to bring in the G.I.

00:28:14.355 --> 00:28:15.296
Joe hovercraft.

00:28:15.636 --> 00:28:17.356
I'm like, this floats in the tub.

00:28:17.978 --> 00:28:19.959
I wasn't excited to tell them about it.

00:28:20.058 --> 00:28:21.259
I was excited to bring in a little

00:28:21.278 --> 00:28:22.460
tank and put it in there and be

00:28:22.480 --> 00:28:24.060
like, the hovercraft floats.

00:28:24.381 --> 00:28:25.362
Look at this thing.

00:28:25.382 --> 00:28:26.301
Isn't this the greatest thing ever?

00:28:26.321 --> 00:28:27.423
I'm going to bring this to the playground.

00:28:28.303 --> 00:28:29.564
And we keep trying to tell something about

00:28:29.604 --> 00:28:29.663
it.

00:28:29.784 --> 00:28:31.003
I just commented on,

00:28:31.424 --> 00:28:33.085
you guys know Alex Benderski, right?

00:28:33.125 --> 00:28:33.726
I know Tony does.

00:28:34.326 --> 00:28:37.767
yeah super smart dude my my only knock

00:28:37.826 --> 00:28:39.288
on alex i'm like alex bring it up

00:28:39.468 --> 00:28:42.108
bring it down by about grade levels for

00:28:42.128 --> 00:28:43.288
the rest of us to be able to

00:28:43.308 --> 00:28:45.930
breathe because he thinks up here and he

00:28:45.950 --> 00:28:48.911
was talking about how we don't need uh

00:28:49.290 --> 00:28:51.652
his his main idea was about pain education

00:28:52.251 --> 00:28:52.672
and i was like

00:28:55.213 --> 00:28:58.135
yes agreed we don't need education but

00:28:58.175 --> 00:29:00.739
then his post then proceeded to educate

00:29:01.138 --> 00:29:02.519
and i'm like you can't talk out of

00:29:02.559 --> 00:29:04.041
both sides of your mouth ironically you

00:29:04.061 --> 00:29:04.842
just talk out of the middle of your

00:29:04.882 --> 00:29:08.464
mouth but the issue i then said if

00:29:08.545 --> 00:29:10.767
that were true if we needed more logic

00:29:10.807 --> 00:29:12.969
in the world to be blatantly obvious and

00:29:13.108 --> 00:29:15.431
education about what pt can do well then

00:29:15.612 --> 00:29:18.433
every nike commercial would be about the

00:29:18.473 --> 00:29:20.296
chemical composition of the rubber of the

00:29:20.336 --> 00:29:20.596
shoe

00:29:21.407 --> 00:29:23.167
And every Toyota commercial would be about

00:29:23.228 --> 00:29:24.028
fuel injection.

00:29:24.729 --> 00:29:27.469
And every hinge commercial would be about

00:29:27.949 --> 00:29:30.289
algorithms that match, you know,

00:29:30.369 --> 00:29:31.710
people's compatibility.

00:29:31.869 --> 00:29:34.510
And yet Toyota shows people kicking ass on

00:29:34.530 --> 00:29:34.971
a road.

00:29:35.270 --> 00:29:37.011
Nike shows dunks and hinge.

00:29:37.692 --> 00:29:39.412
They have photos on that platform for a

00:29:39.551 --> 00:29:39.932
reason.

00:29:40.332 --> 00:29:42.692
And it's the show less of it.

00:29:42.732 --> 00:29:43.732
You've got to show first.

00:29:44.073 --> 00:29:45.813
And the last thing I'll say is Donald

00:29:45.853 --> 00:29:47.394
Miller, if you're going to read a book,

00:29:48.314 --> 00:29:50.355
Not about PT that will help you in

00:29:50.394 --> 00:29:50.855
PT.

00:29:51.576 --> 00:29:53.396
It's Donald Miller's building a story

00:29:53.416 --> 00:29:54.457
brand I would do first.

00:29:54.636 --> 00:29:55.258
And then if you're like,

00:29:55.298 --> 00:29:56.057
I love this guy,

00:29:56.258 --> 00:29:57.858
go to Marketing Made Simple from Donald

00:29:57.878 --> 00:29:58.358
Miller again.

00:29:58.519 --> 00:30:00.660
I don't get any nickels from him for

00:30:00.700 --> 00:30:01.421
suggesting the books.

00:30:01.461 --> 00:30:02.000
I wish I did.

00:30:03.221 --> 00:30:04.162
You're not the hero.

00:30:05.002 --> 00:30:06.163
The other person's the hero.

00:30:08.423 --> 00:30:10.846
Build a story in which you show you

00:30:10.965 --> 00:30:11.566
understand.

00:30:11.965 --> 00:30:15.347
Concierge Pain Relief got people asking

00:30:15.387 --> 00:30:17.209
you a question around a poker table.

00:30:18.299 --> 00:30:20.446
later on if they're in pain or they're

00:30:20.487 --> 00:30:22.613
like i think i sort of know that's

00:30:22.673 --> 00:30:24.298
the thing they're going to think of

00:30:25.429 --> 00:30:27.230
They don't care where Dave went to PT

00:30:27.250 --> 00:30:27.549
school.

00:30:27.809 --> 00:30:28.130
In fact,

00:30:28.150 --> 00:30:29.269
they might not even care that he went

00:30:29.309 --> 00:30:31.590
to PT because if the guy I had

00:30:31.611 --> 00:30:32.852
on the podcast not long ago,

00:30:32.971 --> 00:30:34.751
Sean Patush from Long Island,

00:30:35.612 --> 00:30:37.593
he might be the best guy to help

00:30:37.633 --> 00:30:37.772
you.

00:30:37.833 --> 00:30:38.133
Why?

00:30:38.512 --> 00:30:40.153
Because he's down the street and he

00:30:40.334 --> 00:30:42.755
understands what I have and I think he

00:30:42.795 --> 00:30:43.775
can help me get out of it.

00:30:44.115 --> 00:30:45.836
That's the thing you're trying to sell,

00:30:46.395 --> 00:30:48.416
but that's often not on a syllabus in

00:30:48.436 --> 00:30:49.176
a healthcare degree.

00:30:50.094 --> 00:30:53.036
we had a question for dave um before

00:30:53.135 --> 00:30:55.317
i before i switch topics to that though

00:30:56.277 --> 00:30:58.157
i was thinking more as much as i

00:30:58.178 --> 00:30:59.239
would love to get rid of the name

00:30:59.278 --> 00:31:02.140
physical therapy in general i was thinking

00:31:02.220 --> 00:31:04.761
more switch the name of the service switch

00:31:04.801 --> 00:31:06.883
the name of the product so so that

00:31:07.383 --> 00:31:09.384
you have physical therapy delivered by a

00:31:09.423 --> 00:31:10.365
physical therapist

00:31:10.944 --> 00:31:12.586
then you have performance training

00:31:12.625 --> 00:31:14.307
delivered by a physical therapist.

00:31:14.666 --> 00:31:16.729
They are not the same service, product,

00:31:16.769 --> 00:31:17.989
whatever you want to call it.

00:31:18.369 --> 00:31:19.750
That could be done now.

00:31:19.790 --> 00:31:20.971
That could be done today.

00:31:21.010 --> 00:31:22.531
It doesn't take legislation.

00:31:22.592 --> 00:31:24.232
It doesn't take state practice act.

00:31:24.252 --> 00:31:25.094
It doesn't take anything.

00:31:25.814 --> 00:31:27.714
And I think instantly the value,

00:31:27.935 --> 00:31:29.435
especially in a cash pay world,

00:31:29.896 --> 00:31:31.377
of what you are delivering,

00:31:31.417 --> 00:31:32.637
the service or the outcome,

00:31:33.058 --> 00:31:34.920
immediately goes up as soon as you take

00:31:34.960 --> 00:31:37.060
the letters or the name physical therapy

00:31:37.080 --> 00:31:39.502
away from what it is that you're selling.

00:31:41.164 --> 00:31:41.866
This Tuesday,

00:31:42.126 --> 00:31:44.030
Jimmy and I wanted to hear from Dave

00:31:44.371 --> 00:31:45.834
what's going on with the flyers,

00:31:45.874 --> 00:31:48.219
the mailers, the QR codes.

00:31:48.259 --> 00:31:49.020
How is that going?

00:31:50.321 --> 00:31:50.541
Yeah.

00:31:50.561 --> 00:31:52.284
So Jimmy asked me like a week or

00:31:52.324 --> 00:31:53.184
two ago, I think, Tony,

00:31:53.204 --> 00:31:55.926
when you were not on the show.

00:31:56.067 --> 00:31:57.909
So we're still at a loss.

00:31:57.949 --> 00:31:59.049
We did get some leads.

00:31:59.069 --> 00:32:00.611
We did get some people that did the

00:32:00.652 --> 00:32:01.412
evaluations.

00:32:03.094 --> 00:32:06.056
I coach my therapist on for the people

00:32:06.076 --> 00:32:06.656
that come in.

00:32:06.717 --> 00:32:08.018
So they already paid one hundred seventy

00:32:08.038 --> 00:32:09.700
five dollars because it's on the mailer.

00:32:09.740 --> 00:32:10.540
It's on the postcard.

00:32:11.000 --> 00:32:12.041
It's a hundred and seventy five dollars

00:32:12.082 --> 00:32:13.703
for it's basically like half off.

00:32:13.743 --> 00:32:14.865
It's basically like fifty percent.

00:32:15.727 --> 00:32:17.848
There's the value stack on the just if

00:32:17.888 --> 00:32:19.310
anyone's watching or listening that has no

00:32:19.351 --> 00:32:20.132
idea what we're talking about.

00:32:20.592 --> 00:32:23.015
Send out two thousand mailers to a bunch

00:32:23.055 --> 00:32:24.497
of two thousand different street addresses

00:32:24.537 --> 00:32:25.057
in Manhattan.

00:32:25.657 --> 00:32:27.480
The value stack like you get this, this,

00:32:27.500 --> 00:32:28.040
this, you know,

00:32:28.101 --> 00:32:30.624
balance and joint assessment and whatever.

00:32:31.798 --> 00:32:33.278
and it's this money, it's this value,

00:32:33.298 --> 00:32:34.200
this dollar amount, value,

00:32:34.220 --> 00:32:34.760
this dollar amount,

00:32:34.800 --> 00:32:36.301
two thousand two hundred dollar or

00:32:36.342 --> 00:32:40.164
something value for one payment of one

00:32:40.184 --> 00:32:41.026
hundred seventy five dollars.

00:32:41.086 --> 00:32:43.989
So we would collect the one hundred

00:32:44.009 --> 00:32:45.390
seventy five dollars at least twenty four

00:32:45.410 --> 00:32:46.990
hours in advance before that first visit.

00:32:47.332 --> 00:32:48.452
It was either a home visit or a

00:32:48.512 --> 00:32:49.053
clinic visit.

00:32:49.554 --> 00:32:50.674
And for this particular

00:32:53.397 --> 00:32:55.298
I told my therapist that you're going to

00:32:55.338 --> 00:32:57.398
tell these people and I know this is

00:32:57.439 --> 00:32:57.818
recorded.

00:32:58.019 --> 00:32:58.638
So like whatever,

00:32:58.659 --> 00:32:59.579
it's like a marketing test.

00:32:59.599 --> 00:33:00.779
So I'm OK with saying it.

00:33:00.839 --> 00:33:02.359
I think you could all learn from it.

00:33:02.380 --> 00:33:04.280
I'm not that I'm teaching it.

00:33:04.320 --> 00:33:05.760
But for this approach,

00:33:05.941 --> 00:33:08.422
I said at the end of the evaluation,

00:33:08.481 --> 00:33:10.301
you talk about the prognosis and the

00:33:10.321 --> 00:33:11.821
diagnosis and the plan of care and all

00:33:11.842 --> 00:33:12.001
that.

00:33:12.021 --> 00:33:13.542
And you're going to tell this person that

00:33:13.583 --> 00:33:14.843
we don't sell visit by visit.

00:33:16.407 --> 00:33:18.328
You're gonna say whatever their goal is,

00:33:18.388 --> 00:33:19.588
and you should have already obtained

00:33:19.648 --> 00:33:20.950
whatever the goal is in the beginning with

00:33:20.990 --> 00:33:22.470
a subjective and confirmed it with,

00:33:23.329 --> 00:33:24.270
what's the thing that they really care

00:33:24.290 --> 00:33:25.290
about that they wanna get back to?

00:33:25.770 --> 00:33:28.451
Whatever that thing is, you make a plan.

00:33:29.291 --> 00:33:30.532
I don't care if it's five visits or

00:33:30.633 --> 00:33:31.613
twenty visits or whatever.

00:33:32.614 --> 00:33:33.953
And you're not gonna give them a cookie

00:33:33.973 --> 00:33:36.055
cutter package that we currently have,

00:33:36.075 --> 00:33:37.615
which is twelve visits or twenty-four.

00:33:38.015 --> 00:33:39.875
You're going to say however many weeks or

00:33:39.915 --> 00:33:41.096
visits it's gonna take them.

00:33:41.856 --> 00:33:42.896
It could be an odd number,

00:33:42.936 --> 00:33:43.497
an even number.

00:33:43.557 --> 00:33:44.778
I don't care what the number is.

00:33:45.498 --> 00:33:47.080
You're going to say it's that dollar

00:33:47.101 --> 00:33:47.340
amount.

00:33:47.461 --> 00:33:49.846
And you're going to just grab your phone

00:33:49.865 --> 00:33:51.387
quickly without the patient looking.

00:33:51.429 --> 00:33:52.529
And you're going to go three hundred and

00:33:52.550 --> 00:33:54.934
fifty dollars times however many visits

00:33:54.954 --> 00:33:56.136
you think is going to help them get

00:33:56.156 --> 00:33:57.519
to the goal that they really care about

00:33:57.538 --> 00:33:58.300
their main goal.

00:34:00.105 --> 00:34:03.089
And so we're still testing that.

00:34:03.670 --> 00:34:04.711
The patients, of course,

00:34:04.750 --> 00:34:06.012
my therapist need more coaching and

00:34:06.053 --> 00:34:07.213
training and mentoring around it.

00:34:07.233 --> 00:34:08.775
Because now we're not just selling a

00:34:08.815 --> 00:34:09.135
package,

00:34:09.175 --> 00:34:12.981
we're selling a results-based and

00:34:13.061 --> 00:34:16.425
time-based program to help this person

00:34:16.485 --> 00:34:16.684
either...

00:34:17.646 --> 00:34:18.947
Achieve their main goal that they care

00:34:18.967 --> 00:34:19.146
about,

00:34:19.286 --> 00:34:21.387
or if it's like multiple comorbidities and

00:34:21.447 --> 00:34:22.889
like chronic and really challenging,

00:34:22.929 --> 00:34:26.090
maybe it's a package to achieve the first

00:34:26.331 --> 00:34:30.353
step of several goals because they have

00:34:30.393 --> 00:34:32.655
like a chronic back pain that's been

00:34:32.755 --> 00:34:33.835
around for ten or twenty years or

00:34:33.856 --> 00:34:34.115
whatever.

00:34:34.135 --> 00:34:34.275
Right.

00:34:34.295 --> 00:34:35.797
So it depends on the patient.

00:34:36.137 --> 00:34:37.016
The way I'm describing it,

00:34:37.036 --> 00:34:38.418
I'm trying to make it sound as easy

00:34:38.438 --> 00:34:38.958
as possible.

00:34:39.739 --> 00:34:41.842
it is not easy to implement it's

00:34:41.882 --> 00:34:43.164
challenging i think for any senior

00:34:43.184 --> 00:34:45.909
therapist to even understand like okay i'm

00:34:45.949 --> 00:34:47.572
confident my skills to get this person

00:34:47.612 --> 00:34:48.914
better in twelve visits or

00:34:50.358 --> 00:34:51.900
achieve this goal in twelve visits and

00:34:52.039 --> 00:34:53.280
again, like Tony said before,

00:34:53.340 --> 00:34:55.623
don't have the don't have the goal focused

00:34:55.663 --> 00:34:56.242
around pain,

00:34:56.282 --> 00:34:58.844
have the goal focused around function or

00:34:58.864 --> 00:35:01.447
getting back to this particular museum,

00:35:01.847 --> 00:35:03.869
have the goal getting back to walking on

00:35:03.889 --> 00:35:04.369
the beach,

00:35:04.429 --> 00:35:06.010
going to this particular restaurant,

00:35:06.311 --> 00:35:08.012
walking this particular number of

00:35:08.172 --> 00:35:09.172
objective blocks.

00:35:09.833 --> 00:35:10.293
whatever it is.

00:35:10.333 --> 00:35:11.434
So does that make sense?

00:35:11.454 --> 00:35:12.134
Like we, we haven't,

00:35:12.153 --> 00:35:13.934
we haven't had anyone convert to do like

00:35:13.974 --> 00:35:17.195
the time-based package, but I was like,

00:35:17.735 --> 00:35:18.896
that might be the best.

00:35:20.237 --> 00:35:21.617
I believe that approach by the way,

00:35:21.838 --> 00:35:22.557
is the,

00:35:22.577 --> 00:35:24.458
I think that should be how we only

00:35:24.518 --> 00:35:26.639
sell physical therapy, which is so,

00:35:26.679 --> 00:35:27.739
I think it's so,

00:35:27.800 --> 00:35:29.260
I think it's so aggressive and outside of

00:35:29.280 --> 00:35:29.581
the box,

00:35:29.621 --> 00:35:31.862
but to sell visit by visit is why.

00:35:32.802 --> 00:35:34.342
Ninety percent of the country falls off

00:35:34.382 --> 00:35:35.643
and drops off of physical therapy.

00:35:36.264 --> 00:35:37.364
You said it's difficult.

00:35:37.463 --> 00:35:38.565
What's the difficult part?

00:35:40.253 --> 00:35:40.472
Well,

00:35:40.713 --> 00:35:42.293
one is the physical therapist has to get

00:35:42.353 --> 00:35:44.574
comfortable saying a large number because

00:35:44.594 --> 00:35:46.436
they're going to say, it doesn't matter.

00:35:46.456 --> 00:35:46.597
Like,

00:35:46.617 --> 00:35:47.916
so we charge three fifty a visit and

00:35:47.936 --> 00:35:49.637
we for the time based package,

00:35:49.777 --> 00:35:51.059
I don't want to discount it.

00:35:51.358 --> 00:35:52.320
This would be a way for us to

00:35:52.360 --> 00:35:55.802
make our premium rate across a package or

00:35:55.822 --> 00:35:58.222
a program into the future where we get

00:35:58.382 --> 00:35:58.762
some.

00:35:59.443 --> 00:36:00.864
Ideally, we get a paid in full.

00:36:00.943 --> 00:36:02.804
We get the full package amount today.

00:36:03.286 --> 00:36:04.646
Maybe there's a payment plan or whatever.

00:36:05.126 --> 00:36:06.927
So it's the opposite of the revenue cycle

00:36:06.947 --> 00:36:07.327
management.

00:36:07.347 --> 00:36:08.648
We're actually getting the cash flow up

00:36:08.688 --> 00:36:08.949
front.

00:36:09.389 --> 00:36:10.889
and then we're fulfilling the visits into

00:36:10.909 --> 00:36:11.329
the future.

00:36:11.409 --> 00:36:14.351
But when someone pays like this,

00:36:15.371 --> 00:36:16.052
shockingly,

00:36:16.311 --> 00:36:17.753
they're way more committed and they're

00:36:17.773 --> 00:36:20.213
more likely to achieve their goals and get

00:36:20.253 --> 00:36:22.635
the outcome and tell their friends and

00:36:23.456 --> 00:36:25.036
continue or re-up a package.

00:36:25.197 --> 00:36:29.057
I mean, it's amazing what can happen,

00:36:29.438 --> 00:36:30.938
but the challenging part is someone that's

00:36:31.139 --> 00:36:33.740
entering with back pain or balance issues

00:36:33.760 --> 00:36:35.280
or whatever, if they're calling around,

00:36:35.961 --> 00:36:37.521
they will only hear that from our

00:36:37.561 --> 00:36:38.043
practice.

00:36:38.802 --> 00:36:41.123
No other practice is really going to pitch

00:36:41.164 --> 00:36:41.704
it that way.

00:36:42.164 --> 00:36:43.264
And obviously,

00:36:43.284 --> 00:36:45.947
we're pitching the paid evaluation first.

00:36:45.987 --> 00:36:47.146
So in this case,

00:36:47.166 --> 00:36:48.047
it was one hundred and seventy five

00:36:48.068 --> 00:36:48.347
dollars.

00:36:48.367 --> 00:36:50.228
So they have to meet us,

00:36:50.748 --> 00:36:51.969
start to know, like and trust us.

00:36:52.030 --> 00:36:52.530
Obviously,

00:36:52.610 --> 00:36:54.070
the therapist over the first hour,

00:36:54.851 --> 00:36:56.351
build rapport, build value,

00:36:56.492 --> 00:36:57.431
demonstrate value.

00:36:59.353 --> 00:37:00.454
And so it's hard because.

00:37:01.288 --> 00:37:02.847
There's no schooling.

00:37:02.869 --> 00:37:05.809
There's no DPT rotation to learn this.

00:37:05.849 --> 00:37:07.570
There's no, no one else's,

00:37:07.829 --> 00:37:08.690
there's no friends.

00:37:08.750 --> 00:37:10.951
Their physical therapist coworkers are not

00:37:10.990 --> 00:37:12.452
doing this.

00:37:12.532 --> 00:37:16.112
Like it's a little more foreign for a

00:37:16.152 --> 00:37:18.534
physical therapist to like even implement

00:37:18.574 --> 00:37:18.693
it.

00:37:19.014 --> 00:37:20.494
They have to believe in their skills.

00:37:20.574 --> 00:37:22.014
They have to believe that they're not

00:37:22.034 --> 00:37:22.695
being salesy.

00:37:22.715 --> 00:37:24.514
There's multiple challenges, right?

00:37:25.615 --> 00:37:27.096
I've got a model in my head that

00:37:27.135 --> 00:37:27.876
I think would work.

00:37:27.936 --> 00:37:29.336
I want to hear what Jimmy's thinking.

00:37:31.032 --> 00:37:33.121
Um, that's a lot.

00:37:33.282 --> 00:37:34.568
So where do you, what do you like?

00:37:36.121 --> 00:37:37.661
This is where selling plumbing gets a lot

00:37:37.701 --> 00:37:38.081
easier.

00:37:38.661 --> 00:37:40.282
Do you have puddle in bathroom?

00:37:40.521 --> 00:37:41.902
Do you want to go away?

00:37:42.302 --> 00:37:44.543
And that's why plumbing can be a commodity

00:37:44.704 --> 00:37:45.764
because then you're going to call the

00:37:45.824 --> 00:37:46.304
second guy,

00:37:46.344 --> 00:37:47.485
the third guy and the fourth guy,

00:37:47.704 --> 00:37:49.025
and you're just going to choose on the

00:37:49.065 --> 00:37:49.565
cheapest.

00:37:49.945 --> 00:37:51.465
And that's the point is we're trying to

00:37:51.485 --> 00:37:52.405
sell the outcome.

00:37:52.706 --> 00:37:54.306
And now you can hear I'm getting rowdy

00:37:54.327 --> 00:37:54.567
about it.

00:37:54.606 --> 00:37:56.106
I'm getting like,

00:37:56.606 --> 00:37:57.887
this is a giant friction.

00:37:57.947 --> 00:37:59.788
This is a hard thing that I think

00:37:59.847 --> 00:38:01.108
some people do well.

00:38:01.489 --> 00:38:02.748
I don't think they if they do it

00:38:02.789 --> 00:38:02.989
well,

00:38:03.009 --> 00:38:04.789
it's not they don't do one thing well.

00:38:05.409 --> 00:38:08.233
it's lots of things they do well that

00:38:08.373 --> 00:38:11.476
equal this being simple and more clear so

00:38:11.755 --> 00:38:13.617
so you're in your comparison and i'm not

00:38:13.717 --> 00:38:14.818
i'm not digging you but i'm just saying

00:38:14.838 --> 00:38:16.440
like when you compare it to plumbing of

00:38:16.480 --> 00:38:17.840
course so actually we just had we just

00:38:17.860 --> 00:38:19.302
had plumbers today they brought the snake

00:38:19.382 --> 00:38:21.123
and they cleared out the one of the

00:38:21.143 --> 00:38:22.324
the bathroom sinks and it was just a

00:38:22.344 --> 00:38:25.208
bunch of hair right uh i don't i

00:38:25.228 --> 00:38:26.509
don't know the guy's names they didn't

00:38:26.548 --> 00:38:27.530
introduce themselves i don't

00:38:27.889 --> 00:38:29.112
I will call another plumber,

00:38:29.291 --> 00:38:31.213
another company who can get here faster

00:38:31.253 --> 00:38:31.635
next time.

00:38:31.954 --> 00:38:33.597
I have no customer loyalty to that

00:38:33.617 --> 00:38:34.157
plumbing company.

00:38:34.518 --> 00:38:37.362
I don't care if those guys,

00:38:37.902 --> 00:38:39.003
as long as they leave our place,

00:38:39.603 --> 00:38:40.184
we're good, right?

00:38:40.244 --> 00:38:41.025
Now, I don't care.

00:38:41.085 --> 00:38:41.967
I have no affinity.

00:38:42.206 --> 00:38:43.088
I'm not even going to write a Google

00:38:43.128 --> 00:38:44.409
review for that plumbing company that just

00:38:44.449 --> 00:38:45.751
came here this morning at eight a.m.

00:38:47.128 --> 00:38:48.168
That's the difference, Jimmy.

00:38:48.188 --> 00:38:50.389
The difference is we're trying.

00:38:50.510 --> 00:38:51.371
Yes, it's yes.

00:38:51.411 --> 00:38:53.972
There's more challenge to train a

00:38:53.992 --> 00:38:56.012
therapist to talk about this time based

00:38:56.333 --> 00:38:57.733
results based program.

00:38:58.795 --> 00:38:59.795
But and it's not for everyone.

00:38:59.815 --> 00:39:01.757
But the point of the offer of, OK,

00:39:01.777 --> 00:39:02.896
you pay one hundred seventy five dollars

00:39:02.916 --> 00:39:03.597
for the evaluation.

00:39:03.637 --> 00:39:04.038
You come in.

00:39:04.358 --> 00:39:06.800
The therapist does the normal evaluation

00:39:06.900 --> 00:39:07.340
treatment.

00:39:07.539 --> 00:39:09.460
HEP talks about the prognosis, diagnosis,

00:39:09.501 --> 00:39:09.780
all that.

00:39:10.561 --> 00:39:10.902
Obviously,

00:39:11.202 --> 00:39:13.463
hopefully builds rapport and trust in all

00:39:13.483 --> 00:39:13.764
of that.

00:39:14.775 --> 00:39:17.097
Then when they present this and say

00:39:17.137 --> 00:39:18.318
basically like, hey,

00:39:18.599 --> 00:39:19.800
we don't offer visit by visit.

00:39:21.161 --> 00:39:22.802
That's the difference is, yes,

00:39:22.902 --> 00:39:25.824
it's going to be a twenty five or

00:39:25.905 --> 00:39:27.867
thirty percent conversion rate from the

00:39:27.907 --> 00:39:29.288
evaluation to these.

00:39:29.989 --> 00:39:32.409
to the packages a very low conversion rate

00:39:32.829 --> 00:39:34.670
whereas a plumber where it's like okay

00:39:34.730 --> 00:39:35.929
it's uh you know i don't know a

00:39:35.949 --> 00:39:37.090
hundred dollars or two hundred dollars for

00:39:37.110 --> 00:39:38.670
me to come out and then for me

00:39:38.690 --> 00:39:40.371
to get my snake machine and do that

00:39:40.431 --> 00:39:42.512
it's good it's like a very like uh

00:39:42.652 --> 00:39:44.432
commodity base like it's this dollar this

00:39:44.452 --> 00:39:45.932
dollar and then now they leave and i

00:39:45.992 --> 00:39:48.152
don't care yeah i have no i'm not

00:39:48.172 --> 00:39:49.454
going to tell my neighbors about the

00:39:49.474 --> 00:39:50.873
plumbing company i'm not going to say i'm

00:39:50.893 --> 00:39:51.773
not going to say it on this podcast

00:39:51.813 --> 00:39:53.795
oh the this the plumbing company was

00:39:53.815 --> 00:39:54.454
amazing

00:39:54.934 --> 00:39:56.536
they did the normal standard stuff because

00:39:56.576 --> 00:39:58.117
that's the way that the whole industry

00:39:58.157 --> 00:39:59.498
does it right so we're trying to do

00:39:59.538 --> 00:40:01.079
it differently and we're trying to offer a

00:40:01.599 --> 00:40:04.981
solution-based package that aligns our

00:40:05.021 --> 00:40:06.981
incentives with the patient and clients

00:40:07.161 --> 00:40:08.782
incentives they want to get they want to

00:40:08.822 --> 00:40:10.523
resolve their chronic back pain or get

00:40:10.543 --> 00:40:12.724
back to walking on the beach we can

00:40:12.746 --> 00:40:14.967
make a program and a package specifically

00:40:14.987 --> 00:40:16.568
around them every single thing that we do

00:40:16.608 --> 00:40:18.168
in every encounter with that client

00:40:18.869 --> 00:40:20.530
is focused on getting them back to walking

00:40:20.550 --> 00:40:20.990
on the beach.

00:40:21.550 --> 00:40:23.373
And now our offer becomes a one of

00:40:23.552 --> 00:40:25.614
one so that they cannot compare our offer

00:40:25.655 --> 00:40:29.277
to even a nearby Medicare Part B therapist

00:40:29.358 --> 00:40:30.918
or a brick and mortar therapist that takes

00:40:30.978 --> 00:40:31.480
in that work.

00:40:31.980 --> 00:40:33.081
Yes, it's more challenging.

00:40:33.541 --> 00:40:33.862
Yes,

00:40:33.902 --> 00:40:35.824
the conversion rate is lower to the plan

00:40:35.844 --> 00:40:36.164
of care.

00:40:36.423 --> 00:40:37.445
But then the people that want to use

00:40:37.465 --> 00:40:38.545
their insurance or Medicare,

00:40:38.945 --> 00:40:40.788
sometimes not in Tony's office,

00:40:40.827 --> 00:40:43.469
but many times people will do three visits

00:40:43.489 --> 00:40:44.110
and drop off.

00:40:44.670 --> 00:40:47.311
As per the WebPT data from the last

00:40:47.351 --> 00:40:48.052
five or ten years,

00:40:48.072 --> 00:40:50.512
like people drop off because there is no

00:40:50.572 --> 00:40:51.092
skin in the game.

00:40:51.112 --> 00:40:51.873
They're not committed.

00:40:51.913 --> 00:40:52.914
They don't or they don't trust the

00:40:52.934 --> 00:40:54.574
therapist or there's multiple reasons.

00:40:54.914 --> 00:40:55.894
I think there's multiple reasons.

00:40:57.295 --> 00:40:58.576
I think what you're doing is harder,

00:40:58.615 --> 00:40:59.356
just to be clear.

00:40:59.576 --> 00:40:59.735
I know.

00:40:59.815 --> 00:41:00.275
Of course it is.

00:41:00.295 --> 00:41:02.137
I mean, I do the plumbing comparison,

00:41:02.297 --> 00:41:03.476
but I only use that.

00:41:04.077 --> 00:41:04.458
It's hard.

00:41:04.538 --> 00:41:06.157
It's harder to demonstrate value in an

00:41:06.197 --> 00:41:06.657
industry.

00:41:07.039 --> 00:41:08.338
It's way easier to be a commodity.

00:41:08.739 --> 00:41:08.898
Sure.

00:41:08.938 --> 00:41:09.458
One hundred percent.

00:41:09.940 --> 00:41:10.639
Tony, do you agree?

00:41:10.659 --> 00:41:11.019
Disagree?

00:41:11.871 --> 00:41:12.213
I agree.

00:41:12.592 --> 00:41:15.576
I like the plumbing analogy simply because

00:41:16.077 --> 00:41:18.519
it shows us that we can't compare plumbing

00:41:18.559 --> 00:41:20.021
to what Dave's talking about.

00:41:20.762 --> 00:41:22.264
Plumbing is, I come in,

00:41:22.443 --> 00:41:23.945
I fix the leak, I'm done.

00:41:25.429 --> 00:41:27.971
Physical therapy is, it's not just me.

00:41:28.090 --> 00:41:29.132
I can't come in,

00:41:29.291 --> 00:41:31.032
rub your muscle and fix you when you're

00:41:31.052 --> 00:41:31.413
done.

00:41:31.733 --> 00:41:33.713
You have to be an active participant.

00:41:34.153 --> 00:41:35.594
So my question to Dave is,

00:41:36.195 --> 00:41:38.356
what is an existing business model right

00:41:38.396 --> 00:41:42.077
now in the world that has those same

00:41:42.117 --> 00:41:42.838
challenges?

00:41:43.697 --> 00:41:44.597
Raising kids.

00:41:44.637 --> 00:41:45.599
Raising children.

00:41:46.744 --> 00:41:47.246
Kind of.

00:41:47.286 --> 00:41:48.005
Not really.

00:41:48.045 --> 00:41:48.746
It's an industry,

00:41:48.786 --> 00:41:50.086
but there's a lot of effort.

00:41:51.487 --> 00:41:53.090
I'm going to say higher education.

00:41:53.530 --> 00:41:53.829
Right.

00:41:53.909 --> 00:41:55.990
Like I had I had people in my

00:41:56.052 --> 00:41:58.652
program that paid for school.

00:41:58.713 --> 00:42:00.614
School did not guarantee the degree.

00:42:01.275 --> 00:42:02.536
School guaranteed.

00:42:02.655 --> 00:42:03.677
I'm going to put a teacher in a

00:42:03.717 --> 00:42:04.317
classroom.

00:42:04.878 --> 00:42:06.498
That teacher is going to teach you stuff.

00:42:07.179 --> 00:42:08.559
It's up to you, the student,

00:42:08.579 --> 00:42:09.219
to show up.

00:42:09.340 --> 00:42:11.219
It's up to you, the student, to study.

00:42:11.260 --> 00:42:14.061
It's up to you, the student, to learn,

00:42:14.460 --> 00:42:16.521
take the test, get the credential.

00:42:18.181 --> 00:42:20.503
The universities are doing this at massive

00:42:20.543 --> 00:42:22.724
scale and incredibly successful.

00:42:23.583 --> 00:42:26.445
and so and they even show like look

00:42:26.465 --> 00:42:28.467
this can be a high ticket unaffordable

00:42:29.027 --> 00:42:31.329
service that they are delivering that

00:42:31.369 --> 00:42:33.130
their students their customers are

00:42:33.271 --> 00:42:35.092
borrowing tons of money for that the

00:42:35.192 --> 00:42:38.733
problems many will never pay back um and

00:42:38.773 --> 00:42:41.096
so it's like okay well what what's this

00:42:41.175 --> 00:42:43.456
value proposition there how do i bring

00:42:43.536 --> 00:42:46.559
that model into what you're trying to sell

00:42:47.099 --> 00:42:49.081
you're right you can't promise you can't

00:42:49.121 --> 00:42:52.503
guarantee a pain-free resolution in six

00:42:52.563 --> 00:42:52.923
weeks

00:42:53.891 --> 00:42:56.219
what you do is you say just like

00:42:56.280 --> 00:42:57.483
a university degree

00:42:58.692 --> 00:43:00.934
this is what i can provide this is

00:43:00.974 --> 00:43:02.934
what i guarantee i guarantee the therapist

00:43:02.974 --> 00:43:04.155
is going to be there three days a

00:43:04.195 --> 00:43:05.677
week two days a week whatever it is

00:43:06.137 --> 00:43:08.199
i guarantee they're going to dedicate this

00:43:08.239 --> 00:43:11.300
plan of care these are the expectations

00:43:11.340 --> 00:43:13.983
just like a syllabus this is generally

00:43:14.043 --> 00:43:15.804
what you're going to be doing within

00:43:15.903 --> 00:43:18.646
general framework and this is what it's

00:43:18.666 --> 00:43:20.668
going to cost at the end of the

00:43:20.768 --> 00:43:23.610
twelve thousand dollar six week investment

00:43:24.150 --> 00:43:26.032
maybe you feel better maybe you don't i

00:43:26.092 --> 00:43:27.233
can't control that

00:43:27.813 --> 00:43:29.393
But the things that I can control,

00:43:29.434 --> 00:43:30.994
just like a university are,

00:43:31.574 --> 00:43:32.795
the teacher is going to be there,

00:43:33.155 --> 00:43:34.775
the material is going to be available.

00:43:35.135 --> 00:43:37.976
We know that enough people who do this

00:43:38.478 --> 00:43:39.918
finish with this outcome.

00:43:40.398 --> 00:43:41.719
They can pass the test,

00:43:41.759 --> 00:43:44.500
they can get the degree, whatever it is.

00:43:45.420 --> 00:43:48.382
I would model that after how universities

00:43:48.422 --> 00:43:50.083
are selling degrees to students.

00:43:50.822 --> 00:43:53.563
And that's what I would use as my

00:43:53.664 --> 00:43:54.744
sales process.

00:43:56.304 --> 00:43:57.505
I think it'd be awesome.

00:43:57.664 --> 00:43:59.704
And I think a therapist would kind of

00:43:59.784 --> 00:44:02.226
understand because they've already

00:44:02.266 --> 00:44:04.686
invested one fifty two hundred thousand in

00:44:04.746 --> 00:44:07.268
their education with zero guarantees on

00:44:07.307 --> 00:44:08.847
the outcome at the other end.

00:44:09.420 --> 00:44:10.900
Well, not zero guarantees, right?

00:44:10.920 --> 00:44:12.422
Because we've been told, listen,

00:44:12.541 --> 00:44:13.543
go to Indeed.

00:44:13.563 --> 00:44:15.244
Look at all these job openings.

00:44:15.284 --> 00:44:16.786
If you do this, then you do it.

00:44:16.826 --> 00:44:19.166
But look how subtly universities do that.

00:44:19.228 --> 00:44:20.268
And I'm not saying that they're doing it

00:44:20.307 --> 00:44:21.369
deceptively, but they're like,

00:44:21.768 --> 00:44:23.710
we are the bridge between where you are

00:44:23.731 --> 00:44:24.612
and where you want to go.

00:44:25.472 --> 00:44:26.713
Isn't that what Dave sells?

00:44:26.913 --> 00:44:28.735
We are the bridge between where you are

00:44:28.974 --> 00:44:30.056
and where you want to go.

00:44:30.076 --> 00:44:30.315
Exactly.

00:44:30.851 --> 00:44:33.313
Tony's analogy of the higher education is

00:44:33.393 --> 00:44:34.675
completely on point.

00:44:34.735 --> 00:44:37.916
What a sage contribution.

00:44:38.356 --> 00:44:41.458
And it's like the saying of when the

00:44:41.498 --> 00:44:43.179
student is ready, the teacher will appear.

00:44:43.260 --> 00:44:45.302
And that's exactly what Tony's talking

00:44:45.322 --> 00:44:45.541
about.

00:44:45.702 --> 00:44:47.143
Yeah, it's the same.

00:44:47.563 --> 00:44:50.684
But it's not just what you sell because

00:44:50.744 --> 00:44:53.827
Toyota and Ferrari both sell cars.

00:44:54.708 --> 00:44:55.748
But they don't, right?

00:44:55.807 --> 00:44:57.648
Because if you're stupid enough to think

00:44:57.670 --> 00:44:59.190
the Ferrari and a Toyota are the same

00:44:59.231 --> 00:44:59.510
thing,

00:45:00.543 --> 00:45:02.443
and you buy the Ferrari, you're an idiot.

00:45:02.905 --> 00:45:04.686
But if you understand what you're buying,

00:45:05.126 --> 00:45:07.307
you're buying something wildly different.

00:45:07.827 --> 00:45:09.929
So I don't think Dave, I mean,

00:45:10.030 --> 00:45:10.690
I go back to this,

00:45:10.951 --> 00:45:12.612
I know you guys hate and love what

00:45:12.632 --> 00:45:12.972
I bring up.

00:45:13.632 --> 00:45:15.853
You're not selling things low on the

00:45:16.715 --> 00:45:17.494
pyramid here.

00:45:17.835 --> 00:45:20.137
You're selling transformation, right?

00:45:20.177 --> 00:45:21.038
And that's higher,

00:45:21.057 --> 00:45:22.418
which is why it's worth more.

00:45:22.759 --> 00:45:26.382
It's also harder to wrap up in one

00:45:26.442 --> 00:45:28.483
sentence because that sentence,

00:45:29.184 --> 00:45:32.525
doesn't might not fit for everyone right

00:45:32.646 --> 00:45:35.146
like it what what like for one you're

00:45:35.186 --> 00:45:36.768
selling like fall prevention on the upper

00:45:36.827 --> 00:45:38.528
east side and the other it's return to

00:45:38.608 --> 00:45:41.650
run your central park you can do both

00:45:42.010 --> 00:45:44.251
but those two stories are wildly different

00:45:44.291 --> 00:45:47.393
very far apart um

00:45:48.213 --> 00:45:48.554
And also,

00:45:48.753 --> 00:45:50.315
also it's like students that are going

00:45:50.335 --> 00:45:53.039
into higher education and they like, I, I,

00:45:53.358 --> 00:45:55.621
I don't even really remember my process of

00:45:55.681 --> 00:45:56.481
like the,

00:45:56.661 --> 00:45:59.385
of like the paperwork and the financing

00:45:59.644 --> 00:46:00.505
and loans and all that.

00:46:00.585 --> 00:46:02.288
Like, I, I don't even remember.

00:46:03.588 --> 00:46:03.768
Right.

00:46:03.789 --> 00:46:05.789
So it's almost like that's the only

00:46:05.829 --> 00:46:06.469
difference, Tony,

00:46:06.630 --> 00:46:08.831
is the process of like financing and

00:46:08.891 --> 00:46:09.271
payment.

00:46:09.311 --> 00:46:09.530
Right.

00:46:09.791 --> 00:46:10.811
So like with higher education,

00:46:10.851 --> 00:46:12.952
it's like it's like it's like, you know,

00:46:13.012 --> 00:46:13.893
it's like funny money.

00:46:13.952 --> 00:46:15.893
It's like envelopes and, you know, paper.

00:46:15.994 --> 00:46:19.454
And it just it's versus like when we're

00:46:19.474 --> 00:46:19.974
like, OK,

00:46:20.034 --> 00:46:21.396
it's going to be a three thousand,

00:46:21.476 --> 00:46:22.036
four thousand,

00:46:22.076 --> 00:46:23.237
six thousand dollar package.

00:46:23.536 --> 00:46:24.777
And now you have to, you know, oh,

00:46:24.817 --> 00:46:25.597
we have your card on file.

00:46:25.617 --> 00:46:26.697
Do you want to use that same card

00:46:26.717 --> 00:46:27.177
or whatever?

00:46:27.277 --> 00:46:30.179
Like it's like it's it's a little because

00:46:30.199 --> 00:46:31.659
it's a smaller dollar amount compared to

00:46:31.679 --> 00:46:31.900
like.

00:46:33.420 --> 00:46:34.121
your future,

00:46:34.161 --> 00:46:35.885
like your career and what you're going to

00:46:35.925 --> 00:46:36.224
study.

00:46:36.786 --> 00:46:37.867
There are some similarities.

00:46:37.907 --> 00:46:38.789
There are some differences.

00:46:40.351 --> 00:46:43.215
Did you play poker with chips or did

00:46:43.235 --> 00:46:45.378
you play poker with dollars and coins?

00:46:45.597 --> 00:46:46.500
Seriously.

00:46:46.679 --> 00:46:46.980
Chips.

00:46:47.489 --> 00:46:49.931
yeah so so when you when you were

00:46:49.971 --> 00:46:52.452
going into college was your english

00:46:52.492 --> 00:46:55.273
teacher the one who did the financing and

00:46:55.313 --> 00:46:57.655
went through the the fafsa form and and

00:46:58.175 --> 00:47:00.637
took your payment no so like they

00:47:00.737 --> 00:47:03.719
understand we can't have the person

00:47:03.760 --> 00:47:05.840
handling the money be the person who's

00:47:05.882 --> 00:47:07.722
teaching you know algebra

00:47:09.065 --> 00:47:10.646
You identify that's the problem.

00:47:10.746 --> 00:47:12.326
You identify the weakness in the

00:47:12.365 --> 00:47:13.007
clinician.

00:47:13.067 --> 00:47:15.447
The weakness in the clinician is, yes,

00:47:15.567 --> 00:47:17.788
I could probably force that person to

00:47:17.867 --> 00:47:18.789
learn how to sell.

00:47:18.829 --> 00:47:20.768
They're never gonna sell as great as a

00:47:20.829 --> 00:47:21.530
salesperson.

00:47:21.929 --> 00:47:23.349
They're never gonna be as comfortable

00:47:23.409 --> 00:47:27.092
accepting that money as somebody who is

00:47:27.192 --> 00:47:28.472
born to take money,

00:47:28.492 --> 00:47:31.373
who wants to accept money, who sees money,

00:47:31.853 --> 00:47:34.135
dollars in Dave's bank account as points

00:47:34.175 --> 00:47:34.914
on the scoreboard,

00:47:35.474 --> 00:47:37.336
That's the person that I want taking the

00:47:37.376 --> 00:47:39.077
money and handling the deal.

00:47:39.559 --> 00:47:43.702
So you work the business to optimize for

00:47:43.762 --> 00:47:45.563
that outcome in that role.

00:47:45.664 --> 00:47:48.286
Who is the person that literally feels

00:47:48.347 --> 00:47:51.329
good accepting money, taking more money?

00:47:51.789 --> 00:47:53.451
More money means better care.

00:47:53.550 --> 00:47:55.333
More money means better outcomes.

00:47:55.432 --> 00:47:57.594
More money is positive for the therapist,

00:47:57.614 --> 00:47:59.456
for Dave and the patient.

00:48:00.177 --> 00:48:01.538
They need to have that in their

00:48:01.577 --> 00:48:02.219
personality.

00:48:02.278 --> 00:48:04.199
That's the person that I want handling the

00:48:04.239 --> 00:48:08.103
sales and all the other stuff.

00:48:08.543 --> 00:48:09.965
Interesting question for Dave.

00:48:10.606 --> 00:48:12.907
What is the biggest differentiator with

00:48:12.927 --> 00:48:13.748
your employees?

00:48:14.369 --> 00:48:16.670
What gets them to go from uncomfortable to

00:48:16.931 --> 00:48:18.751
comfortable in explaining this?

00:48:19.092 --> 00:48:20.914
Repetition?

00:48:20.934 --> 00:48:22.215
You coach them more?

00:48:22.255 --> 00:48:23.496
What do you think the biggest change?

00:48:23.775 --> 00:48:25.297
My guess would be the more you do

00:48:25.358 --> 00:48:27.840
it, the less it feels weird, right?

00:48:27.860 --> 00:48:28.059
Yeah.

00:48:28.961 --> 00:48:30.242
Reps is the only thing.

00:48:30.362 --> 00:48:31.903
And that's another reason why we do the

00:48:32.324 --> 00:48:34.286
all the interactions are recorded on the

00:48:34.445 --> 00:48:34.646
app.

00:48:34.746 --> 00:48:35.005
Right.

00:48:35.045 --> 00:48:36.907
So otherwise it's not measuring it and

00:48:36.947 --> 00:48:38.829
recording it when it's recorded.

00:48:38.949 --> 00:48:40.710
It gives automate like it's insane.

00:48:40.730 --> 00:48:42.170
The amount of data it tells,

00:48:42.210 --> 00:48:44.413
like a percentage of how much I talked,

00:48:44.773 --> 00:48:46.675
how much the therapist talk versus the

00:48:46.775 --> 00:48:50.237
client talked and how many questions and

00:48:50.317 --> 00:48:51.257
interruption rate.

00:48:51.918 --> 00:48:53.800
And in the transcript,

00:48:54.480 --> 00:48:56.001
You can listen to the audio.

00:48:56.021 --> 00:48:57.001
You can also look at the transcript.

00:48:57.021 --> 00:48:57.963
But in the transcript,

00:48:58.302 --> 00:49:01.405
there'll be comments that the AI will flag

00:49:01.485 --> 00:49:02.666
and give you feedback.

00:49:02.706 --> 00:49:04.228
So it's like remote digital coaching that

00:49:04.248 --> 00:49:05.128
does not come from me.

00:49:05.369 --> 00:49:07.190
So it's amazing to have a third-party

00:49:07.231 --> 00:49:09.893
coach where the comment will say, hey,

00:49:10.213 --> 00:49:13.235
this explanation was a little long-winded.

00:49:13.516 --> 00:49:15.577
Maybe focus on tightening up a bit.

00:49:15.777 --> 00:49:17.719
Or this explanation was like...

00:49:18.260 --> 00:49:21.001
a little too much medical jargon and it

00:49:21.041 --> 00:49:22.623
was like a little more like complex,

00:49:22.664 --> 00:49:25.545
like maybe like speak at like a lower

00:49:25.626 --> 00:49:27.306
reading level or like a little bit more

00:49:27.387 --> 00:49:28.128
in layman's terms.

00:49:28.829 --> 00:49:30.570
And that's super helpful because they

00:49:30.590 --> 00:49:31.710
could see that any time,

00:49:31.771 --> 00:49:33.311
either from the email notifications or

00:49:33.371 --> 00:49:35.074
inside the dashboard.

00:49:35.673 --> 00:49:37.795
So it's like the system can give feedback

00:49:39.016 --> 00:49:41.978
and the more that they are learning and

00:49:41.998 --> 00:49:43.260
they're recording calls,

00:49:43.300 --> 00:49:44.840
like at some point they're going to go

00:49:44.942 --> 00:49:45.822
in and plus our

00:49:47.030 --> 00:49:48.791
Calls as a new therapist,

00:49:48.811 --> 00:49:50.413
like the interactions,

00:49:50.452 --> 00:49:52.753
the meetings or the the weekly and monthly

00:49:53.094 --> 00:49:53.755
coaching calls.

00:49:54.315 --> 00:49:55.536
We're talking about that stuff, too.

00:49:55.615 --> 00:49:55.755
Right.

00:49:55.775 --> 00:49:57.036
So we'll do sales training together.

00:49:57.056 --> 00:49:57.336
But yeah,

00:49:57.396 --> 00:49:58.958
reps is definitely the biggest thing.

00:49:59.918 --> 00:50:00.759
Yeah, I was going to say,

00:50:00.858 --> 00:50:03.320
like the next hurdle you'll get into is

00:50:03.481 --> 00:50:06.362
in my imagine is people who feel like

00:50:06.402 --> 00:50:08.543
this is something that they want to be

00:50:08.583 --> 00:50:08.844
doing,

00:50:09.643 --> 00:50:11.565
because if I expected go to school and

00:50:11.625 --> 00:50:13.726
be the authority and the patients show up

00:50:13.766 --> 00:50:15.106
and I do the thing and they leave

00:50:15.126 --> 00:50:16.088
and they always listen to me.

00:50:16.507 --> 00:50:17.289
And now they're being told,

00:50:17.929 --> 00:50:20.231
I have to listen to them and change.

00:50:20.650 --> 00:50:22.672
I have to sell, which is this like,

00:50:22.972 --> 00:50:23.554
get that off me.

00:50:23.574 --> 00:50:24.855
I'm going to go take a hot shower

00:50:24.875 --> 00:50:25.335
and scrub that.

00:50:25.614 --> 00:50:26.356
Those people,

00:50:27.056 --> 00:50:28.257
you're never going to make those people

00:50:28.297 --> 00:50:28.697
like it.

00:50:29.197 --> 00:50:30.259
I've got friends who are like,

00:50:30.318 --> 00:50:31.000
I don't like running.

00:50:31.099 --> 00:50:31.420
And I'm like,

00:50:31.539 --> 00:50:34.242
do you know what exercise I'm not going

00:50:34.523 --> 00:50:35.063
to suggest?

00:50:35.684 --> 00:50:36.945
I'm not going to turn you into a

00:50:36.985 --> 00:50:38.585
runner.

00:50:38.766 --> 00:50:40.266
You're not going to turn that person into

00:50:40.306 --> 00:50:40.987
a salesperson.

00:50:41.635 --> 00:50:42.918
You're not even trying to turn them into

00:50:42.938 --> 00:50:43.559
a salesperson.

00:50:43.780 --> 00:50:45.623
You're trying to turn them into someone

00:50:45.643 --> 00:50:48.146
who will show, not tell.

00:50:48.708 --> 00:50:50.972
And science and healthcare love telling

00:50:50.992 --> 00:50:53.436
stuff and showing a different skill set.

00:50:54.012 --> 00:50:54.552
And by the way,

00:50:54.592 --> 00:50:57.353
it's important because I strive to do all

00:50:57.393 --> 00:50:59.534
this in terms of any new candidates.

00:50:59.554 --> 00:51:00.914
We have a new candidate starting in like

00:51:00.954 --> 00:51:01.375
two weeks.

00:51:01.956 --> 00:51:02.996
So any new candidate,

00:51:03.775 --> 00:51:05.836
I make sure before they ever start,

00:51:06.336 --> 00:51:08.938
we go through like point by point of

00:51:08.998 --> 00:51:10.918
like, here's like what we're going to do.

00:51:10.958 --> 00:51:11.699
Here's what we're about.

00:51:11.719 --> 00:51:12.619
But like specifically,

00:51:13.378 --> 00:51:15.320
and I want to make sure this stuff,

00:51:15.519 --> 00:51:16.440
we're going to do this stuff.

00:51:16.500 --> 00:51:17.260
And if you don't like this,

00:51:17.320 --> 00:51:18.300
it's probably not going to be the right

00:51:18.340 --> 00:51:18.860
fit.

00:51:19.380 --> 00:51:21.302
So one is the call record or the

00:51:21.322 --> 00:51:22.121
interaction reporting.

00:51:22.922 --> 00:51:24.242
Another one is social media video.

00:51:24.722 --> 00:51:24.882
Right.

00:51:24.902 --> 00:51:25.842
So it's like right now,

00:51:25.862 --> 00:51:26.902
the way I am and you guys have

00:51:26.922 --> 00:51:27.762
helped me a ton,

00:51:27.782 --> 00:51:30.083
just like modeling what you guys do,

00:51:30.123 --> 00:51:32.123
like any therapist that comes on,

00:51:32.184 --> 00:51:34.344
like that will almost be a deal breaker.

00:51:34.543 --> 00:51:35.784
Like if they don't want to be in

00:51:35.925 --> 00:51:37.545
front of video or they're like afraid or

00:51:37.565 --> 00:51:39.025
whatever and like, you know,

00:51:39.045 --> 00:51:40.766
lapel mics and I'm going to record you

00:51:40.806 --> 00:51:42.146
and I'm going to we're going to just

00:51:42.206 --> 00:51:43.005
like talk shop.

00:51:43.045 --> 00:51:44.346
Like it's nothing crazy.

00:51:44.405 --> 00:51:44.905
Like Tony said,

00:51:44.925 --> 00:51:46.447
like they're talking to me and all that.

00:51:46.487 --> 00:51:47.726
But if they're like,

00:51:48.603 --> 00:51:49.844
not comfortable in front of video,

00:51:49.864 --> 00:51:51.126
like I probably won't hire them.

00:51:51.206 --> 00:51:51.387
Right.

00:51:51.427 --> 00:51:52.867
So it's like, you need to, like,

00:51:52.887 --> 00:51:54.108
we're going to be doing social media

00:51:54.128 --> 00:51:54.369
video.

00:51:54.409 --> 00:51:55.150
Are you cool with that?

00:51:55.271 --> 00:51:56.492
Like, are you all right with that?

00:51:56.512 --> 00:51:58.132
Talking about conditions and you know,

00:51:58.172 --> 00:51:59.914
you treat me and I treat you and

00:51:59.934 --> 00:52:02.697
then recording the interactions and saying

00:52:02.737 --> 00:52:03.978
these dollar amounts out loud.

00:52:04.278 --> 00:52:05.440
And there's going to be some rejection.

00:52:05.480 --> 00:52:07.001
Like I, I put everything out there.

00:52:07.282 --> 00:52:08.762
right so they know they know exactly like

00:52:08.782 --> 00:52:10.143
the income opportunity the income

00:52:10.164 --> 00:52:12.284
potential and all the main roles and

00:52:12.304 --> 00:52:14.465
responsibilities including like traveling

00:52:14.485 --> 00:52:15.786
around and what's going to be your travel

00:52:15.806 --> 00:52:17.608
radius for home visits or and clinic

00:52:17.628 --> 00:52:19.349
visits and all that so they know all

00:52:19.389 --> 00:52:22.210
that up front so that when we start

00:52:22.250 --> 00:52:24.692
like they're like i can fully invest in

00:52:24.711 --> 00:52:26.632
them and pour into them and coach them

00:52:27.072 --> 00:52:28.353
but there's not going to be any like

00:52:28.594 --> 00:52:30.554
surprises we do not want any surprises

00:52:31.835 --> 00:52:33.315
I'll tell you where this is going.

00:52:34.356 --> 00:52:35.677
And I'm going to use this reference.

00:52:35.717 --> 00:52:37.117
There it is.

00:52:37.137 --> 00:52:38.378
That is my Harley.

00:52:38.398 --> 00:52:39.239
That is not me.

00:52:39.320 --> 00:52:40.579
That is Ray.

00:52:42.240 --> 00:52:44.643
I think I said his name right for

00:52:44.842 --> 00:52:45.083
once.

00:52:45.543 --> 00:52:48.224
So I've got that Harley sitting in,

00:52:48.344 --> 00:52:48.885
you know,

00:52:48.985 --> 00:52:50.445
one of my physical therapy clinics.

00:52:50.485 --> 00:52:51.545
We're selling that building.

00:52:51.606 --> 00:52:52.706
I need to get it out of there.

00:52:53.347 --> 00:52:55.349
What do you think I did as a

00:52:55.389 --> 00:52:57.449
consumer and owner of that?

00:52:57.949 --> 00:53:00.253
The first thing I did was I go

00:53:00.293 --> 00:53:01.315
to chat GPT.

00:53:02.177 --> 00:53:02.918
I take a picture.

00:53:03.500 --> 00:53:04.481
I say, hey, I've got this.

00:53:04.561 --> 00:53:06.704
Nineteen ninety three Harley Sportster.

00:53:06.826 --> 00:53:08.188
Eight eighty three cc's.

00:53:08.248 --> 00:53:09.931
It's got under four thousand miles.

00:53:11.367 --> 00:53:12.246
I don't know what to do with it.

00:53:12.608 --> 00:53:13.568
Do I scrap it?

00:53:14.188 --> 00:53:16.009
It hasn't run in twenty five years,

00:53:16.028 --> 00:53:17.889
like it's just been sitting dry.

00:53:18.389 --> 00:53:19.190
Do I scrap it?

00:53:19.210 --> 00:53:20.010
Do I donate it?

00:53:20.050 --> 00:53:21.130
Do I try to sell it?

00:53:21.231 --> 00:53:22.431
Who do I sell it to?

00:53:22.572 --> 00:53:23.652
What is the pricing?

00:53:24.072 --> 00:53:24.893
Do research.

00:53:24.952 --> 00:53:25.972
What's market value?

00:53:26.693 --> 00:53:27.793
I go through this whole thing.

00:53:28.726 --> 00:53:30.726
what's going to happen is chad gpt is

00:53:30.748 --> 00:53:34.070
going to sell me on what i do

00:53:34.150 --> 00:53:37.552
with that motorcycle moving forward i

00:53:37.592 --> 00:53:41.315
guarantee now joey albritton gave me a

00:53:41.434 --> 00:53:43.677
sneak preview of a tool they're building

00:53:43.956 --> 00:53:46.998
which i can't discuss but it's amazing i

00:53:47.039 --> 00:53:50.101
guarantee the future sales person is not

00:53:50.141 --> 00:53:51.983
your therapist it's ai

00:53:52.722 --> 00:53:54.184
Now you can approach it from two ways.

00:53:54.204 --> 00:53:54.704
You can say, okay,

00:53:54.724 --> 00:53:57.126
I'm going to build an AI dedicated to

00:53:57.166 --> 00:53:58.268
the sales process.

00:53:58.288 --> 00:53:59.789
And I'm going to have that AI with

00:53:59.829 --> 00:54:00.809
an artificial voice,

00:54:00.849 --> 00:54:02.952
talk to the consumer and sell the consumer

00:54:03.052 --> 00:54:03.791
on my package.

00:54:04.532 --> 00:54:06.074
I don't think that's the approach any of

00:54:06.114 --> 00:54:06.855
us want to take.

00:54:07.596 --> 00:54:09.297
I think more what's going to happen is

00:54:10.237 --> 00:54:12.018
the consumer has their own AI.

00:54:12.119 --> 00:54:13.860
They have their own ChachiBT or Gemini or

00:54:13.880 --> 00:54:14.260
whatever.

00:54:14.802 --> 00:54:15.762
They're going to be like, look,

00:54:15.802 --> 00:54:16.822
these are my problems.

00:54:16.862 --> 00:54:18.525
This is what the therapist is offering.

00:54:18.565 --> 00:54:20.045
This is how much it costs.

00:54:20.065 --> 00:54:20.606
This is what...

00:54:22.032 --> 00:54:24.172
I would start on your side,

00:54:24.853 --> 00:54:26.592
you pretend you're the consumer,

00:54:26.693 --> 00:54:28.614
you look at the offer that you would,

00:54:29.653 --> 00:54:30.954
need a picture of Tony riding the Harley.

00:54:30.974 --> 00:54:33.195
It probably exists somewhere.

00:54:33.215 --> 00:54:36.235
I need a video, definitely a video.

00:54:36.315 --> 00:54:38.737
But you go through the consumer side of

00:54:38.777 --> 00:54:39.757
that process,

00:54:39.797 --> 00:54:43.297
talking to ChatGBT or Gemini or Claude and

00:54:43.458 --> 00:54:45.438
see what the chat is telling you back.

00:54:45.978 --> 00:54:48.199
And you refine the sales process from the

00:54:48.239 --> 00:54:49.320
consumer side

00:54:50.219 --> 00:54:53.942
And then you take it to the producer's

00:54:53.981 --> 00:54:56.384
side and I could see a world where

00:54:56.423 --> 00:54:57.224
you might be like, look,

00:54:57.344 --> 00:54:58.144
here's what we're doing.

00:54:58.664 --> 00:55:00.186
This is the package we're offering.

00:55:01.286 --> 00:55:03.266
You give it to the person just like

00:55:03.306 --> 00:55:05.128
I would get an estimate on something.

00:55:06.028 --> 00:55:07.690
And then that person goes into their own

00:55:07.769 --> 00:55:09.891
AI, which you're not telling them to.

00:55:09.911 --> 00:55:10.632
They just do it.

00:55:10.652 --> 00:55:12.793
It's just the natural process.

00:55:13.592 --> 00:55:15.875
And the AI will sell them if you

00:55:15.894 --> 00:55:17.936
have created the package correctly.

00:55:18.822 --> 00:55:19.103
You know,

00:55:19.143 --> 00:55:21.083
it's reverse engineering what the AI is

00:55:21.103 --> 00:55:24.206
going to tell their own person because

00:55:24.226 --> 00:55:25.706
you've done it yourself on your end.

00:55:26.007 --> 00:55:28.009
I really think that's where the sale is

00:55:28.028 --> 00:55:30.030
going to happen.

00:55:30.130 --> 00:55:31.210
I can't wait to hear about more of

00:55:31.231 --> 00:55:33.112
that because I'm trialing with them right

00:55:33.172 --> 00:55:34.992
now, Tony, with Joey and Robbie.

00:55:35.552 --> 00:55:36.114
Oh, sweet.

00:55:36.134 --> 00:55:37.355
Good for you.

00:55:37.394 --> 00:55:38.914
So we'll see how that goes.

00:55:39.016 --> 00:55:39.536
I think you're right.

00:55:39.576 --> 00:55:39.755
All right.

00:55:39.815 --> 00:55:40.916
Parting shots as we got to dip out

00:55:40.936 --> 00:55:41.117
of here.

00:55:41.137 --> 00:55:43.177
What do you guys got?

00:55:43.217 --> 00:55:44.259
Dave, go first.

00:55:45.235 --> 00:55:45.596
I don't know.

00:55:45.876 --> 00:55:46.836
We hit a bunch of stuff.

00:55:48.157 --> 00:55:48.418
For me,

00:55:48.438 --> 00:55:51.019
it's just clarity and focus on like the

00:55:51.059 --> 00:55:51.679
main thing.

00:55:51.800 --> 00:55:52.000
Right.

00:55:52.019 --> 00:55:54.021
So we talked about a lot of different

00:55:54.061 --> 00:55:54.362
topics,

00:55:54.402 --> 00:55:57.264
but finding great therapists that can kind

00:55:57.284 --> 00:55:59.864
of clearly articulate our value,

00:55:59.925 --> 00:56:02.106
like our pitch, why we're charging,

00:56:02.126 --> 00:56:04.447
what we're charging and what the client,

00:56:04.467 --> 00:56:06.909
what the prospect actually gets for that.

00:56:08.635 --> 00:56:08.835
Okay.

00:56:08.894 --> 00:56:10.255
Twenty twenty twenty six.

00:56:10.315 --> 00:56:11.096
Fourth of July.

00:56:11.235 --> 00:56:12.597
Family poker tournament.

00:56:12.717 --> 00:56:15.378
I hit my first ever royal flush.

00:56:16.157 --> 00:56:17.617
I've never hit a hole in one,

00:56:18.338 --> 00:56:19.778
but I hit a royal flush.

00:56:19.858 --> 00:56:20.579
That's that's it.

00:56:20.599 --> 00:56:21.559
That's my parting shot.

00:56:22.626 --> 00:56:24.367
When I play poker with people,

00:56:24.447 --> 00:56:26.309
people think I'm like sandbagging and I'm

00:56:26.349 --> 00:56:27.409
trying to look bad because I'm always

00:56:27.429 --> 00:56:29.172
like, what beats four of a kind?

00:56:29.192 --> 00:56:30.753
And people are like, oh, this guy's blah,

00:56:30.773 --> 00:56:31.173
you know, whatever.

00:56:31.594 --> 00:56:33.275
I honestly cannot remember what beats what

00:56:33.315 --> 00:56:33.697
in poker.

00:56:34.117 --> 00:56:36.739
I would say clarity beats complexity.

00:56:37.539 --> 00:56:39.902
Do not confuse clarity and complexity.

00:56:40.643 --> 00:56:43.025
Clear beats clever every time.

00:56:44.592 --> 00:56:44.833
That's it.

00:56:44.853 --> 00:56:45.052
We're out.

00:56:45.072 --> 00:56:46.594
Boys, what the hell are you doing?

00:56:46.635 --> 00:56:49.456
Follow Tony Meritato on YouTube at Total

00:56:49.476 --> 00:56:50.538
Therapy Solution.

00:56:50.577 --> 00:56:51.579
Find Dave Kittle at

00:56:51.599 --> 00:56:54.800
conciergepainrelief.com and on YouTube at

00:56:54.820 --> 00:56:56.041
The Dave Kittle Show.

00:56:56.322 --> 00:56:59.445
And follow Jimmy McKay at PG Podcasts on

00:56:59.485 --> 00:57:00.606
YouTube, the socials,

00:57:00.626 --> 00:57:02.507
and wherever you binge podcasts you

00:57:02.527 --> 00:57:04.188
pretend are for CEUs.

00:57:04.489 --> 00:57:05.929
And hey, just a reminder,

00:57:06.411 --> 00:57:07.672
none of this was for advice.

00:57:07.731 --> 00:57:09.213
This was for entertainment only.

00:57:09.512 --> 00:57:10.914
Our lawyers say that counts.

00:57:10.994 --> 00:57:11.875
Thanks, Keith.