The Content Director You Didn’t Know You Needed!

WEBVTT

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Top of the show.

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Happy Veterans Day.

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It is.

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Somebody made a comment,

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why isn't it on Monday so we can

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have a three-day weekend?

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And there's a reason for that.

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World War I ended on the eleventh hour

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of the eleventh day.

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Of the eleventh month.

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So that's why it's always eleven-eleven.

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I did not know that.

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Awesome.

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And I never went to school on my

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birthday all through grade school.

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I went to school on my birthday the

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first time in college.

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Because that's also a holiday.

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Because it's also a holiday.

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which you would think would be good it's

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like you'd never go to work right you

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never have to go to school on your

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birthday but at school your birthday is

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the best day man like there's cake could

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be singing you're the you're the bell of

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the ball it was always like today your

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birthday yeah because today's your

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birthday happy birthday you guys are

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regular Sherlock Holmes I gotta be honest

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with you how do we not even know

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that how do we not put that in

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the title um

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Cause your birthday is the biggest day for

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you.

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And then it's the most,

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it's the most popular day on your,

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you're the most popular person on Facebook

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that day.

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all right so today is jimmy's birthday

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jimmy runs the show what are the topics

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how is kim kim kardat what does kim

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kardashian have to do with mars what

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you've got to help me out with this

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also maybe let me let me let me

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float another potential topic just to

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tease for the audience uh also um we

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have a patient that uh late canceled a

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couple times so we charged them the three

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hundred fifty dollar

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cancellation fee because they signed two

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simple pages.

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And on the second page,

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it says very clearly in size twelve font,

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not in small font,

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not in caps buried in Apple's terms and

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conditions that you scroll fifty times.

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Two simple pages.

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They signed it.

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And the patient is threatening me.

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Oh.

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We can make this right or we can

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go down a different route, Dave.

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And I just want to tell you,

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don't say anything else,

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but let's go back to the Kim Kardashian

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thing.

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But you guys know me well,

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and I would love for the audience to

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consider, how do I respond?

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How did Dave Kittle respond?

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Does he go nice?

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Does he go scorched earth?

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What does he do?

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So anyway, that's a teaser.

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Let's go back to the top of the

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show.

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WWDD, what would Dave do?

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All right,

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so on the way in this morning,

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as usual, I'm researching topics.

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I'm talking to people,

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people being Chad GPT.

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And I'm like, hey, you know, what's new?

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What's going on?

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I was researching Hinge.

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I was researching Sword.

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Somebody had posted in one of the Facebook

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groups about how those companies are

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getting paid.

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I don't know how this came up.

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Something came up about Kim Kardashian

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failing the California bar exam.

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And so I was like, oh,

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I didn't even know she wanted to be

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a lawyer.

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I have no idea what's going on.

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Turns out in California,

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one of the few states that you don't

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actually have to go to law school to

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take the bar exam and become a lawyer.

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And so I'm like, wait, what?

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And so you can research it.

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It's these regulations.

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It's like four years.

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You have to spend hours a week in

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a judge's chamber or in an attorney's

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office going through this.

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You have to take tests along the way.

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I'm like,

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why in the world is our profession not?

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You want to fight for something?

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Fight for that.

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Get it out of the universities.

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Get it out of the, you know,

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one hundred and fifty,

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two hundred thousand dollars in debt.

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put it into a real clinic where let

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somebody learn how to be a therapist by

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being a therapist,

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being around therapists,

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working with therapists,

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learning from therapists.

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tony freeze yeah uh he's making a good

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point i was gonna jump in right after

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that which is this is the model where

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i think tony's going if you if you

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want to become a if you want to

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become an electrician if you want to

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become a plumber um i'm going out on

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a limb assuming this is what you have

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to do to become a carpenter but if

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you want to be in one of the

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unions you go through this process where

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you're sort of the grunt

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But, you know,

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all the duties that you're doing,

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you're constantly surrounded by the people

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who know how to do the thing.

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And in X number of years,

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you get the thing.

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It's the weed in, weed out process.

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Yeah, I mean, what about the risk, though?

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I mean, there's minimal to no risk if...

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I'm hearing a little echo there.

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If Kim Kardashian is trying to be a

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lawyer and pass a bar exam without going

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through law school, you don't...

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What's the worst case scenario?

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Like, if you're a lawyer,

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you're not going to really hurt anyone.

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You have no...

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No one's life is at stake.

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But...

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Going through physical therapy school,

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isn't it important to learn vital signs?

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You might be being sued by that guy

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that we're going to talk to in a

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minute.

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So you might want to have the lawyers

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to have.

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Maybe, maybe.

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But that is a side effect of a

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lot of volume of patients and years and

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all that.

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My point is,

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no one's life is at stake if you're

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Kim Kardashian and then you're going to go

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do whatever law because she's got no day

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job and she just is bored or whatever.

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with physical therapy,

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we're learning vital signs.

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We're looking, we're learning,

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we're learning things over years,

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not months,

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but over years on when to refer out.

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Is there a potential, uh, is it,

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is it potentially called Aquinas syndrome?

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Do we need to refer them to a

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back surgeon in twenty four to forty eight

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hours?

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Is it, is it actually a spinal cord,

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uh, central cord, you know, syndrome?

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Is that, is that going on?

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Or is the patient, um,

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Do they need an ambulance call?

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Or is it just like they had syncope

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and they just fainted or whatever?

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So I understand what Tony's saying.

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He wants less regulation.

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He wants less of the bureaucracy,

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less all that.

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But it's like, you know,

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but isn't it a good thing to go

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through all this stuff to learn vital

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signs,

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to learn the big risks of when someone

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needs help?

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to go to the emergency room versus urgent

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care versus just, you know,

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put some tape on it?

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No, this is the problem.

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This is the problem that society at large

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faces is you're under the belief that the

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university is going to teach you those

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things.

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It's absurd.

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Like, you know,

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as much as the rest of us,

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you learn in the clinic,

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you learn in your rotations.

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Learn under mentorship.

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If I want to catch somebody who's having

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an episode,

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I need to see real people who are

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having episodes.

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Twenty kids in a classroom working on each

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other are never going to learn that stuff.

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And we're not going to learn it out

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of a book.

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Like the model is dead.

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The old school model of go to the

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university, learn.

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I respect my professors when I went to

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PT school,

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but they did not teach me a single

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thing that I didn't learn better in the

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clinic.

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And so all we're doing in the university

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is putting a ton of debt on a

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bunch of kids, giving them false pretense.

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They have all of this clinical knowledge

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that they really could have gotten

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quicker, better in the clinic, you know?

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And so, okay.

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So,

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so if we go that route and we

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say, well,

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what if we just do a divide and

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we say, Hey,

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we see the push for primary care,

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physical therapy.

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We see the push that we want to

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go in that direction.

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You guys go get the university degree.

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If I just want to be a clinician

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who treats patients and loves what I do,

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let me go the mentorship route.

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Doesn't mean you can't do the other way.

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Like there are still legal schools.

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You can still go to California and get

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into a university and become a lawyer that

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way.

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But give me another option.

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That's all I'm saying.

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And thank you, Kim Kardashian,

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for saving the PT world.

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She breaks the internet again.

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I just saw her on something that had

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to do with space, didn't it?

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I don't know.

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Yeah,

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she was on the news talking about

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identifying an object as the moon or it

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turned out to be a comet or maybe

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I had those two things flipped.

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And then there was a debate about aliens.

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So we went from Kim Kardashian saving

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physical therapy to Kim Kardashian and

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aliens real quick.

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I also don't want to go and badger

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the whole thing about like school and

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licensure and that whole thing because we

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hit that before.

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But it's got to be funny, Tony,

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because it goes against your argument

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because she has actually failed the bar

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many times.

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She tries to keep it private somehow.

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I don't know if it's TMZ or whoever

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pulls it up.

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Kim Kardashian has failed the California

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bar exam many times.

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I think she's been trying to be licensed

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or whatever.

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She's been trying to pass it for years.

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And it's like this, you know,

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mini Hollywood joke.

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No one really cares about it,

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but like she's failed it many times and

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we're still talking about it.

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But this is this has been for years

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now and she still cannot pass it.

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So it's actually funny and goes against

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Tony's argument that.

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Man,

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I don't know if she actually went through

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the core curriculum and went through law

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school,

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maybe more people would be likely to pass

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the bar exam.

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But again,

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that's another topic we hit before.

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So just real quick on that, though,

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and this is the thing.

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We have checks and balances, right?

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Like if you're going to give me a

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board exam.

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Don't make me don't have a requirement for

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education.

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Let me go take the board exam.

00:09:47.708 --> 00:09:48.710
If I pass the board,

00:09:48.750 --> 00:09:49.831
then let me be in it.

00:09:50.211 --> 00:09:51.131
Let me be an attorney.

00:09:51.192 --> 00:09:52.653
Let me be a physical therapist.

00:09:52.693 --> 00:09:53.433
Let me be whatever.

00:09:54.174 --> 00:09:56.356
I know at least two one worked for

00:09:56.397 --> 00:09:58.918
me and one didn't therapist who never

00:09:58.958 --> 00:09:59.679
passed the board.

00:10:00.422 --> 00:10:02.264
Or failed multiple times and they were

00:10:02.304 --> 00:10:03.265
amazing clinicians.

00:10:04.226 --> 00:10:05.187
So yeah, we can go,

00:10:05.649 --> 00:10:07.130
give me one or the other.

00:10:07.171 --> 00:10:07.892
Don't give me both.

00:10:08.312 --> 00:10:10.355
Don't straddle me with two hundred

00:10:10.394 --> 00:10:12.998
thousands of dollars a death and make me

00:10:13.359 --> 00:10:14.340
pass the board exam.

00:10:14.941 --> 00:10:16.442
If this is the criteria,

00:10:16.582 --> 00:10:18.424
let me get there however I think is

00:10:18.465 --> 00:10:19.186
best to get there.

00:10:20.001 --> 00:10:22.803
So no, no, no med school, no, no,

00:10:23.065 --> 00:10:24.284
no, no residency or fellowship.

00:10:24.325 --> 00:10:25.046
Just any,

00:10:25.125 --> 00:10:26.626
the next time your son gets hurt with

00:10:26.647 --> 00:10:27.248
the wrist or elbow,

00:10:27.268 --> 00:10:28.548
whatever happened recently with football,

00:10:29.188 --> 00:10:29.749
we'll just get it.

00:10:29.788 --> 00:10:30.809
We go to the urgent care,

00:10:30.870 --> 00:10:33.011
but it's a, it's a non accredited,

00:10:33.172 --> 00:10:34.513
no education, urgent care.

00:10:34.533 --> 00:10:35.693
It's kind of like, you know,

00:10:35.734 --> 00:10:36.514
we're going to just either,

00:10:36.693 --> 00:10:38.515
or we're going to chat GPT, urgent care,

00:10:38.535 --> 00:10:40.417
your son, either, or, or both.

00:10:40.856 --> 00:10:41.057
If,

00:10:41.278 --> 00:10:43.479
if I've got multiple doctors in the

00:10:43.519 --> 00:10:44.299
family, um,

00:10:44.539 --> 00:10:46.100
They didn't learn anything in med school.

00:10:46.120 --> 00:10:47.481
They learned it during clinicals.

00:10:47.501 --> 00:10:48.942
They learned it during rotations.

00:10:48.962 --> 00:10:50.663
They learned it with real patients in

00:10:50.724 --> 00:10:51.424
front of them.

00:10:52.024 --> 00:10:54.105
I'm not saying don't do any of it.

00:10:54.186 --> 00:10:57.087
I'm saying we have more options available.

00:10:57.589 --> 00:11:00.409
If a person wants to spend ten years

00:11:00.490 --> 00:11:01.730
working under a doctor,

00:11:02.010 --> 00:11:03.532
they're probably going to be a better

00:11:03.572 --> 00:11:06.293
physician than somebody who just does

00:11:06.955 --> 00:11:09.696
clinical stuff in the university and

00:11:09.796 --> 00:11:11.618
doesn't go out there and actually see

00:11:11.638 --> 00:11:12.118
patients.

00:11:14.369 --> 00:11:15.410
What I really want to get to is,

00:11:15.490 --> 00:11:16.932
are we going to talk about what Jimmy

00:11:16.952 --> 00:11:18.174
was saying yesterday?

00:11:18.235 --> 00:11:19.697
There was a ton of messages that I

00:11:19.738 --> 00:11:20.018
missed.

00:11:20.259 --> 00:11:21.941
Are you mentioning that, Jimmy, publicly,

00:11:21.961 --> 00:11:23.062
the big thing?

00:11:24.341 --> 00:11:25.702
I was going to mention where I was

00:11:25.783 --> 00:11:27.583
last week.

00:11:28.183 --> 00:11:29.424
I'm getting a picture together to

00:11:30.024 --> 00:11:30.524
supplement it.

00:11:30.625 --> 00:11:30.825
I mean,

00:11:31.265 --> 00:11:33.106
this to me feels like an idea that

00:11:33.267 --> 00:11:33.966
we could do,

00:11:35.967 --> 00:11:37.328
that I've done with this particular

00:11:37.389 --> 00:11:38.009
organization.

00:11:38.369 --> 00:11:40.009
I'm trying to install as I upload the

00:11:40.029 --> 00:11:40.309
picture.

00:11:41.850 --> 00:11:42.951
I thought it was a good use of

00:11:43.192 --> 00:11:43.572
time.

00:11:43.611 --> 00:11:44.631
They thought it was a good use of

00:11:44.672 --> 00:11:45.273
time last year.

00:11:45.293 --> 00:11:46.232
So this is what I spent the last

00:11:46.253 --> 00:11:47.234
couple of days doing.

00:11:48.114 --> 00:11:49.215
I shot a man in Reno.

00:11:49.955 --> 00:11:50.294
Anybody?

00:11:50.495 --> 00:11:50.875
Reference?

00:11:52.655 --> 00:11:53.176
Huh?

00:11:53.316 --> 00:11:53.735
Johnny Cash?

00:11:55.557 --> 00:11:56.096
Whatever, guys.

00:11:56.297 --> 00:11:58.357
Anyway, so I was at the AOMT conference.

00:11:59.379 --> 00:12:00.778
This is the American Association of

00:12:00.879 --> 00:12:02.500
Orthopedic Manual Physical Therapists.

00:12:02.899 --> 00:12:03.779
Great group of people.

00:12:04.681 --> 00:12:06.041
I wasn't necessarily a member when I was

00:12:06.061 --> 00:12:06.561
a clinician.

00:12:06.600 --> 00:12:07.642
It wasn't really my thing,

00:12:07.802 --> 00:12:10.023
but been sort of welcomed in, right?

00:12:10.163 --> 00:12:11.623
And they hired me a couple years ago.

00:12:11.643 --> 00:12:12.903
They said, hey, we need a podcast.

00:12:13.484 --> 00:12:14.465
Essentially, their pitch was,

00:12:14.664 --> 00:12:15.884
there's so many people spreading

00:12:15.985 --> 00:12:17.886
negativity about manual therapy online,

00:12:18.226 --> 00:12:19.807
and we're the manual therapy people.

00:12:20.268 --> 00:12:21.249
What do we do about it?

00:12:21.509 --> 00:12:22.369
And these are smart people.

00:12:22.408 --> 00:12:25.150
They weren't being like – this was the

00:12:25.171 --> 00:12:25.770
broad strokes.

00:12:25.971 --> 00:12:27.451
And essentially, I was like, well,

00:12:27.952 --> 00:12:29.453
what are you going to do about it?

00:12:29.474 --> 00:12:30.793
They probably listened to me rant a few

00:12:30.875 --> 00:12:31.154
times.

00:12:31.794 --> 00:12:32.294
And they were like, well,

00:12:32.315 --> 00:12:33.936
we need to do this and this and

00:12:33.956 --> 00:12:34.155
this.

00:12:34.176 --> 00:12:34.817
And I said, great.

00:12:34.836 --> 00:12:36.677
Well, who from your organization –

00:12:37.309 --> 00:12:38.410
can do those things,

00:12:39.051 --> 00:12:40.231
likes doing those things,

00:12:40.332 --> 00:12:41.253
is good at those things,

00:12:41.352 --> 00:12:42.794
and will be doing those things three to

00:12:42.835 --> 00:12:43.695
six weeks from now.

00:12:43.815 --> 00:12:45.115
Never mind three to six months from now.

00:12:45.456 --> 00:12:46.538
And they were honest and they were like,

00:12:47.398 --> 00:12:47.839
nobody.

00:12:47.979 --> 00:12:49.299
Like everybody's going to do a one-off

00:12:49.340 --> 00:12:51.522
video and then rant on Twitter,

00:12:51.701 --> 00:12:53.123
post something in a Facebook group and run

00:12:53.163 --> 00:12:53.423
away.

00:12:53.682 --> 00:12:53.943
So I said,

00:12:53.964 --> 00:12:55.144
you need to coordinate a strategy.

00:12:55.625 --> 00:12:57.306
So they hired me two years ago to

00:12:57.346 --> 00:12:58.547
sort of launch their podcast,

00:12:58.567 --> 00:13:00.048
which is called Hands On, Hands Off.

00:13:00.818 --> 00:13:01.259
And essentially,

00:13:01.278 --> 00:13:04.639
it's just super smart manual therapists

00:13:04.659 --> 00:13:06.380
talking about super smart manual therapy

00:13:06.421 --> 00:13:06.600
things.

00:13:07.100 --> 00:13:08.961
I will jump in and host an episode

00:13:08.981 --> 00:13:09.422
if need be.

00:13:09.902 --> 00:13:11.202
But what I did was I went up

00:13:11.363 --> 00:13:12.923
teaching their clinicians,

00:13:13.363 --> 00:13:14.903
people on their team who raised their hand

00:13:14.923 --> 00:13:15.943
and said, I'll do this.

00:13:16.423 --> 00:13:17.705
Teach them how to do it.

00:13:18.365 --> 00:13:20.326
But then we do this sprint once a

00:13:20.365 --> 00:13:21.746
year where they fly me to their

00:13:21.787 --> 00:13:22.287
conference.

00:13:22.407 --> 00:13:24.109
And it really does take a lot to

00:13:24.149 --> 00:13:26.549
get Jimmy to convince me to fly to

00:13:26.590 --> 00:13:27.029
your conference.

00:13:27.110 --> 00:13:27.890
I'm a conference person.

00:13:28.191 --> 00:13:28.530
I love it.

00:13:28.730 --> 00:13:30.491
The energy, they're usually in good spots.

00:13:30.572 --> 00:13:31.932
I was in Reno for the first time.

00:13:32.273 --> 00:13:33.754
I was up one hundred twenty five bucks

00:13:34.434 --> 00:13:36.355
down more than one hundred twenty five

00:13:36.395 --> 00:13:37.456
bucks because there's casinos.

00:13:37.777 --> 00:13:40.477
But the idea here was they flew myself

00:13:40.597 --> 00:13:41.359
and my buddy Drew,

00:13:41.379 --> 00:13:42.320
who's a videographer in.

00:13:43.240 --> 00:13:46.807
And we recorded twenty six podcast

00:13:46.847 --> 00:13:48.951
episodes in two days.

00:13:49.552 --> 00:13:51.456
And it might not sound like a lot,

00:13:51.677 --> 00:13:53.260
but if you've recorded three podcast

00:13:53.280 --> 00:13:54.082
episodes in a row.

00:13:54.923 --> 00:13:56.043
Twenty six is a lot.

00:13:56.063 --> 00:13:58.105
So I did about twelve the first day

00:13:58.166 --> 00:13:59.506
and we're fifteen the next day.

00:13:59.768 --> 00:14:00.668
And this is what it looked like.

00:14:01.009 --> 00:14:01.168
I mean,

00:14:01.188 --> 00:14:03.451
it wasn't a terribly elaborate setup.

00:14:03.471 --> 00:14:04.852
We did have the videographer on hand.

00:14:04.873 --> 00:14:06.693
So Drew was there to make sure the

00:14:06.835 --> 00:14:08.696
cameras were pointing the right direction

00:14:08.775 --> 00:14:10.557
and the lighting was good and everything

00:14:10.577 --> 00:14:11.538
looked everything looked sweet.

00:14:11.578 --> 00:14:13.480
But essentially, twenty six episodes.

00:14:13.520 --> 00:14:14.381
I'm no mathematician.

00:14:14.662 --> 00:14:17.264
We just handed them half a year's worth

00:14:17.284 --> 00:14:19.145
of content in two days.

00:14:19.787 --> 00:14:20.927
Is that worth it?

00:14:21.869 --> 00:14:23.910
In my opinion, I mean, I'll wax poetic,

00:14:23.931 --> 00:14:25.011
but that's what we did.

00:14:27.254 --> 00:14:28.937
My assumption is more people will be doing

00:14:28.956 --> 00:14:29.777
this in the future,

00:14:29.876 --> 00:14:33.301
both in this type of sprint and hiring

00:14:33.441 --> 00:14:36.945
and finding people who can create this

00:14:36.985 --> 00:14:37.806
content at scale.

00:14:38.125 --> 00:14:39.868
So thoughts on a sprint like that.

00:14:41.070 --> 00:14:41.530
I love it.

00:14:41.610 --> 00:14:42.051
I mean,

00:14:42.191 --> 00:14:43.873
it's a page out of the book of

00:14:43.932 --> 00:14:47.556
like the hackathons and Google and so many

00:14:49.097 --> 00:14:51.960
where you put this focused effort on just

00:14:52.000 --> 00:14:53.581
producing a ton of content,

00:14:53.621 --> 00:14:54.423
a ton of work.

00:14:55.023 --> 00:14:56.745
Did Drew bring the equipment?

00:14:56.784 --> 00:14:58.807
Because I saw that photo and I was

00:14:58.826 --> 00:14:59.947
like, this is awesome.

00:15:00.008 --> 00:15:01.950
I can't believe they have a setup like

00:15:02.009 --> 00:15:03.951
this at a conference like that.

00:15:04.724 --> 00:15:06.044
So Drew brought all of his video

00:15:06.085 --> 00:15:06.445
equipment.

00:15:06.524 --> 00:15:08.386
I brought my sort of radio station in

00:15:08.407 --> 00:15:10.028
a box, the microphones, everything.

00:15:10.327 --> 00:15:11.149
I brought audio.

00:15:11.548 --> 00:15:14.591
Drew bought video and photo.

00:15:14.631 --> 00:15:15.552
So then, of course,

00:15:15.613 --> 00:15:16.974
I took out the little itty bitty mic

00:15:16.994 --> 00:15:18.115
that connects to the phone.

00:15:18.134 --> 00:15:19.195
And when everybody was at the party,

00:15:19.235 --> 00:15:20.576
I was pulling people one at a time

00:15:20.876 --> 00:15:22.638
and just asking them like three or four

00:15:22.677 --> 00:15:24.700
questions that will chop it up later.

00:15:24.759 --> 00:15:25.240
But essentially,

00:15:25.259 --> 00:15:27.682
this is just a content creation blitz that

00:15:27.721 --> 00:15:29.683
you can use the stuff that we've recorded

00:15:31.504 --> 00:15:32.846
Whenever for the rest of the year,

00:15:33.145 --> 00:15:33.985
I very, very,

00:15:34.046 --> 00:15:35.125
very much tried to go out of my

00:15:35.166 --> 00:15:38.466
way of not starting the episodes off or

00:15:38.527 --> 00:15:40.467
leading people into a direction of how's

00:15:40.508 --> 00:15:41.628
the conference going?

00:15:41.847 --> 00:15:43.109
Because I don't want someone talking about

00:15:43.208 --> 00:15:45.269
the conference that was in November in

00:15:45.330 --> 00:15:45.830
July,

00:15:45.850 --> 00:15:48.410
because that's sort of where the end of

00:15:48.431 --> 00:15:49.331
these episodes will come out.

00:15:49.691 --> 00:15:51.153
This really was about their work,

00:15:51.232 --> 00:15:52.193
what they were presenting on.

00:15:52.234 --> 00:15:53.294
So they got me in touch with a

00:15:53.335 --> 00:15:54.056
lot of speakers,

00:15:54.456 --> 00:15:55.976
a lot of leaders in manual therapy.

00:15:56.258 --> 00:15:57.139
They know their people.

00:15:57.298 --> 00:15:57.538
I said,

00:15:57.619 --> 00:15:59.380
you bring me the people that you think

00:15:59.441 --> 00:16:00.422
have something to say.

00:16:00.942 --> 00:16:02.104
I prescreened them.

00:16:02.163 --> 00:16:03.184
So I wasn't winging it,

00:16:03.345 --> 00:16:04.385
giving away all my secrets,

00:16:04.666 --> 00:16:05.466
prescreened them.

00:16:05.807 --> 00:16:07.548
So I had an I had eighty percent

00:16:07.568 --> 00:16:09.730
of the conversation sort of lined up like

00:16:09.750 --> 00:16:10.471
an evaluation.

00:16:10.751 --> 00:16:11.232
I sort of know.

00:16:11.732 --> 00:16:12.474
Oh, this is a knee.

00:16:12.533 --> 00:16:14.134
But every once in a while we got

00:16:14.174 --> 00:16:16.116
to pivot and got in some really weird

00:16:16.157 --> 00:16:17.177
nooks and crannies of things.

00:16:17.197 --> 00:16:20.160
So hopefully they got enough audio, video,

00:16:20.461 --> 00:16:21.822
short form, long form,

00:16:22.221 --> 00:16:24.264
medium form content to last them at least

00:16:24.303 --> 00:16:24.745
half a year.

00:16:25.904 --> 00:16:27.145
I want to just double click on that

00:16:27.186 --> 00:16:30.048
because it's genius that you didn't want

00:16:30.067 --> 00:16:32.730
to lead the interviewee on, Hey,

00:16:32.750 --> 00:16:35.052
how's this, how's this conference going?

00:16:35.152 --> 00:16:36.032
And what are your thoughts?

00:16:36.072 --> 00:16:37.013
And isn't it nice?

00:16:37.092 --> 00:16:37.953
Or what, what's your,

00:16:38.234 --> 00:16:39.355
what's the biggest thing that, you know,

00:16:39.375 --> 00:16:41.355
your surprise or your takeaway from the

00:16:41.375 --> 00:16:41.897
conference, whatever.

00:16:42.677 --> 00:16:44.438
you made it almost like evergreen so that

00:16:44.499 --> 00:16:46.440
like you said you can post this in

00:16:46.639 --> 00:16:48.902
uh what what february or next july or

00:16:48.961 --> 00:16:51.104
whatever like you can you can repost this

00:16:51.203 --> 00:16:53.586
and it's not going to bring the audience

00:16:53.605 --> 00:16:56.528
back to this most recent uh conference

00:16:56.548 --> 00:16:58.289
that was in person but anyone that's

00:16:58.350 --> 00:17:00.511
listening digitally in the future will

00:17:01.251 --> 00:17:03.453
will be like it'll be a better episode

00:17:03.494 --> 00:17:05.915
for that audience member and it won't be

00:17:05.996 --> 00:17:07.837
like oh it's this conference that i don't

00:17:07.857 --> 00:17:08.919
even know what they're talking about so

00:17:08.939 --> 00:17:10.059
i'm gonna just skip this episode

00:17:10.740 --> 00:17:12.601
There is just something like, you know,

00:17:12.621 --> 00:17:13.561
Dave, you love baseball.

00:17:13.682 --> 00:17:14.261
I love baseball.

00:17:14.281 --> 00:17:14.782
I love hockey.

00:17:14.803 --> 00:17:16.284
But if I know the game's two days

00:17:16.423 --> 00:17:18.085
old, I'm not watching.

00:17:18.105 --> 00:17:18.484
Forget it.

00:17:18.505 --> 00:17:19.566
There's nothing to talk about.

00:17:19.766 --> 00:17:20.026
I can't.

00:17:20.066 --> 00:17:21.326
Like, even if it was a great game,

00:17:21.626 --> 00:17:22.887
show me the highlights, but moving on.

00:17:23.167 --> 00:17:23.968
If it's live,

00:17:24.009 --> 00:17:26.390
there is something with our brains that

00:17:26.450 --> 00:17:28.131
knowing that it's live makes the thing.

00:17:28.171 --> 00:17:28.310
Now,

00:17:28.932 --> 00:17:30.873
next step is convince them to live stream.

00:17:31.292 --> 00:17:32.473
And this is something that we've talked

00:17:32.513 --> 00:17:34.095
about with an event that's going on this

00:17:34.134 --> 00:17:35.476
week, which is PPS.

00:17:36.036 --> 00:17:37.217
I really think next year,

00:17:37.676 --> 00:17:39.898
what we should start doing is on Monday,

00:17:39.979 --> 00:17:42.280
we should start banging on the walls for

00:17:42.340 --> 00:17:44.521
someone to pay for us to come to

00:17:44.561 --> 00:17:47.423
PPS, live stream, get us a booth.

00:17:47.644 --> 00:17:48.924
Then we need a Wi-Fi connection.

00:17:49.145 --> 00:17:50.185
We'll bring a guy like Drew.

00:17:50.226 --> 00:17:50.906
He'll handle it.

00:17:51.267 --> 00:17:53.808
But isn't that where you want to be?

00:17:53.929 --> 00:17:54.328
I don't know.

00:17:55.210 --> 00:17:56.550
I just don't understand.

00:17:57.090 --> 00:17:58.592
I know you're not pitching this,

00:17:58.792 --> 00:18:02.955
but how is it that you don't already

00:18:03.016 --> 00:18:03.395
have

00:18:04.298 --> 00:18:06.720
four of these events a year paying twenty

00:18:06.740 --> 00:18:09.040
five thousand dollars per event to have

00:18:09.080 --> 00:18:12.044
you and drew there doing this then smaller

00:18:12.104 --> 00:18:14.965
state and local events paying five to ten

00:18:15.006 --> 00:18:17.446
thousand dollars per event you jimmy loves

00:18:17.467 --> 00:18:19.067
to fly and loves to do it it

00:18:19.088 --> 00:18:21.789
makes sense i do it's crazy to me

00:18:21.849 --> 00:18:25.073
but like this this is just like any

00:18:25.153 --> 00:18:26.693
of us treating a patient in the clinic

00:18:27.586 --> 00:18:28.987
We know what the patient needs.

00:18:29.767 --> 00:18:31.669
We hear what the patient wants.

00:18:32.229 --> 00:18:34.651
We give them the plan, the roadmap,

00:18:34.671 --> 00:18:37.051
the strategy to get there and they refuse

00:18:37.132 --> 00:18:37.613
to do it.

00:18:37.932 --> 00:18:39.753
No matter how easy we make it for

00:18:39.773 --> 00:18:41.674
them, they will not do it.

00:18:42.135 --> 00:18:43.737
This is what we are seeing

00:18:44.457 --> 00:18:45.978
globally across the profession.

00:18:46.038 --> 00:18:48.059
Like we know the strategy.

00:18:48.461 --> 00:18:50.502
The funniest part is by the time it's

00:18:50.522 --> 00:18:51.303
just like a bell curve.

00:18:51.604 --> 00:18:53.164
By the time most people catch up and

00:18:53.184 --> 00:18:53.525
need it,

00:18:54.165 --> 00:18:57.888
the cost will have ballooned and the cost

00:18:57.929 --> 00:18:59.611
to do it will have ballooned and the

00:18:59.651 --> 00:19:02.173
cost to penetrate even one one hundredth

00:19:02.212 --> 00:19:04.055
of the market will now be quadrupled down.

00:19:04.214 --> 00:19:06.215
This is why when Gary Vee was on

00:19:06.256 --> 00:19:07.676
his original YouTube stream,

00:19:08.116 --> 00:19:09.678
and I don't even think I was watching

00:19:09.698 --> 00:19:09.877
that,

00:19:10.157 --> 00:19:11.398
but the people that watched were like,

00:19:11.499 --> 00:19:13.440
can't sell wine online, AdWords,

00:19:13.460 --> 00:19:14.380
that doesn't make any sense.

00:19:14.579 --> 00:19:15.800
But he was able to see around the

00:19:15.840 --> 00:19:16.141
corner.

00:19:16.161 --> 00:19:17.382
It's what Guy Kawasaki,

00:19:17.781 --> 00:19:19.563
who's a big thinker dude, he's like,

00:19:19.583 --> 00:19:21.203
you need to be a paradigm jumper.

00:19:21.644 --> 00:19:23.085
You can't just be like, well,

00:19:23.184 --> 00:19:24.365
I'm going to start a podcast.

00:19:25.259 --> 00:19:26.240
and a YouTube channel,

00:19:26.299 --> 00:19:27.299
and I'm going to do it twice a

00:19:27.339 --> 00:19:28.260
week, not once a week.

00:19:28.601 --> 00:19:30.362
That's not a paradigm jump, right?

00:19:30.442 --> 00:19:32.343
Paradigm jumping is I'm going to do it

00:19:32.462 --> 00:19:32.943
daily.

00:19:33.544 --> 00:19:35.025
Someone's going to hold my feet to the

00:19:35.065 --> 00:19:36.365
fire and I'm going to do this thing

00:19:36.405 --> 00:19:38.767
daily or whatever the next thing is.

00:19:39.106 --> 00:19:40.928
The funny part is I'm actually doing this

00:19:40.968 --> 00:19:41.269
thing.

00:19:41.328 --> 00:19:41.568
So like,

00:19:41.588 --> 00:19:43.430
this is like not really my big unveil,

00:19:43.789 --> 00:19:45.570
but I think I was sharing some things

00:19:46.192 --> 00:19:48.093
in the chat with you guys, which is,

00:19:49.913 --> 00:19:51.434
My next unveil is this thing.

00:19:51.515 --> 00:19:52.655
I just called it Ignite Lab.

00:19:52.796 --> 00:19:53.977
I thought about it for ten minutes on

00:19:54.017 --> 00:19:54.777
ChatGPT.

00:19:55.017 --> 00:19:56.278
I decided this was my next venture.

00:19:56.557 --> 00:19:57.538
I didn't want to call it, like,

00:19:57.778 --> 00:20:00.661
PT Pinecast Media, which I've done before.

00:20:01.040 --> 00:20:02.221
I sort of wanted to wash that off

00:20:02.241 --> 00:20:03.663
and be like, hey, by the way, like,

00:20:04.103 --> 00:20:05.703
outside of being a podcast host and the

00:20:05.743 --> 00:20:06.505
guy that you know, like,

00:20:07.471 --> 00:20:08.772
drinking beer and talking PT.

00:20:08.792 --> 00:20:11.534
Like I ran radio stations too, you know,

00:20:11.733 --> 00:20:14.134
like I created campaigns for companies

00:20:14.575 --> 00:20:15.134
online.

00:20:16.214 --> 00:20:18.036
I'm pretty good at most of the things.

00:20:18.096 --> 00:20:19.517
I'm pretty good at some of the things.

00:20:20.336 --> 00:20:21.517
I know what I'm not good at.

00:20:21.576 --> 00:20:22.377
I'm going to hire out.

00:20:22.417 --> 00:20:23.577
So essentially Ignite Lab,

00:20:23.698 --> 00:20:24.618
I'm being super focused.

00:20:24.638 --> 00:20:26.538
So here's me pitching the idea to you

00:20:26.558 --> 00:20:26.979
guys.

00:20:27.559 --> 00:20:28.579
And then I want to see your thoughts.

00:20:29.119 --> 00:20:31.181
So Ignite Lab will do exactly what I'm

00:20:31.240 --> 00:20:32.961
doing for AOMT for other organizations.

00:20:33.241 --> 00:20:35.623
I want it to be for organizations first.

00:20:36.343 --> 00:20:37.884
Because I'd rather charge companies than

00:20:37.923 --> 00:20:40.086
people.

00:20:40.987 --> 00:20:42.768
The ones that may have a bigger budget

00:20:42.788 --> 00:20:45.450
but has a longer sales cycle and more

00:20:45.470 --> 00:20:46.631
decision makers to say yes to you.

00:20:46.931 --> 00:20:48.673
I mean, there's pros and cons.

00:20:49.032 --> 00:20:50.193
Well, yes and no.

00:20:50.755 --> 00:20:53.557
So I know how state associations and APTA

00:20:53.576 --> 00:20:54.557
academies and sections work.

00:20:54.837 --> 00:20:55.357
It's a board.

00:20:55.818 --> 00:20:57.200
If you get the board to say yes,

00:20:57.400 --> 00:20:58.421
if you really convince them,

00:20:58.540 --> 00:21:00.782
if you get past that goalie, they commit.

00:21:00.803 --> 00:21:00.903
Right.

00:21:01.363 --> 00:21:03.223
But they can absorb a cost like hiring

00:21:03.243 --> 00:21:05.346
me to do their content ongoing and then

00:21:05.385 --> 00:21:06.946
come out once or twice or three times

00:21:06.967 --> 00:21:08.208
a year to do sprints like this.

00:21:08.867 --> 00:21:10.249
And they have an offer.

00:21:10.929 --> 00:21:12.369
If you did this for a PT clinic,

00:21:12.410 --> 00:21:13.411
I think it would have to be big

00:21:13.451 --> 00:21:16.972
enough, right, to see how many – because,

00:21:16.992 --> 00:21:18.074
Dave, your first question is like, well,

00:21:18.094 --> 00:21:19.375
how many patients is this going to get

00:21:19.434 --> 00:21:19.634
me?

00:21:20.194 --> 00:21:21.256
How long is it going to take for

00:21:21.296 --> 00:21:22.737
me to pay this back, right,

00:21:22.777 --> 00:21:23.998
as a clinic?

00:21:25.131 --> 00:21:27.972
But an association can measure membership

00:21:28.012 --> 00:21:29.454
retention, membership growth,

00:21:29.474 --> 00:21:30.275
or non-dues revenue.

00:21:30.315 --> 00:21:31.556
Those are the three big, hairy,

00:21:31.576 --> 00:21:33.018
scary problems for those organizations.

00:21:33.498 --> 00:21:35.199
You can measure that over a year or

00:21:35.259 --> 00:21:36.861
five years.

00:21:36.881 --> 00:21:37.842
Plus, they already have a base.

00:21:38.001 --> 00:21:38.761
They've got an audience.

00:21:39.282 --> 00:21:41.163
I helped APTA Orthopedics grow,

00:21:41.585 --> 00:21:42.325
and we were watching...

00:21:43.327 --> 00:21:44.709
their YouTube membership climb.

00:21:44.729 --> 00:21:45.048
And I'm like,

00:21:45.088 --> 00:21:46.368
you do realize you have eighteen thousand

00:21:46.410 --> 00:21:47.710
members and you have two thousand people

00:21:48.230 --> 00:21:49.351
subscribe to your YouTube channel.

00:21:49.570 --> 00:21:49.711
Like,

00:21:49.911 --> 00:21:51.872
let's start with the people within APT

00:21:51.912 --> 00:21:52.491
orthopedics.

00:21:52.531 --> 00:21:52.673
Like,

00:21:52.893 --> 00:21:54.153
what if we just hit them with emails

00:21:54.532 --> 00:21:56.594
every week to like join your own YouTube

00:21:56.634 --> 00:21:56.934
channel?

00:21:57.714 --> 00:21:59.296
And so the low the low hanging fruit

00:21:59.316 --> 00:21:59.715
is out there.

00:21:59.736 --> 00:22:01.656
So I wanted to start with that.

00:22:01.896 --> 00:22:03.258
Plus, I think they have great missions.

00:22:03.458 --> 00:22:05.659
Like, I think they have great missions.

00:22:05.699 --> 00:22:07.239
They aspire to do great things.

00:22:07.259 --> 00:22:08.500
And the final thing I'll add before I

00:22:08.519 --> 00:22:10.040
hear both of your ideas on this or

00:22:10.800 --> 00:22:13.604
your feelings and thoughts and emotions is

00:22:14.064 --> 00:22:14.824
five years ago,

00:22:14.924 --> 00:22:16.605
I really needed to try hard to convince

00:22:17.286 --> 00:22:19.347
someone like an APTA state chapter or

00:22:19.367 --> 00:22:21.849
academy or a section to launch a podcast.

00:22:22.390 --> 00:22:23.351
I don't think I need to do that

00:22:23.371 --> 00:22:24.511
anymore in twenty twenty five.

00:22:24.672 --> 00:22:25.853
I think everyone's sort of at the point

00:22:25.873 --> 00:22:29.355
where they're like, yeah, I really should,

00:22:29.695 --> 00:22:30.757
you know, be doing this.

00:22:30.797 --> 00:22:31.396
This you know,

00:22:31.478 --> 00:22:32.577
I should I really should be going to

00:22:32.617 --> 00:22:34.460
the gym three times a week, I guess.

00:22:34.640 --> 00:22:34.839
All right.

00:22:34.940 --> 00:22:35.820
I'm going to hire you.

00:22:36.101 --> 00:22:36.761
You're going to do it.

00:22:38.275 --> 00:22:39.135
So I think five years ago,

00:22:39.615 --> 00:22:41.236
I was Jimmy ranting and raving about

00:22:41.316 --> 00:22:42.237
needing to communicate.

00:22:42.576 --> 00:22:43.457
I think in twenty twenty five,

00:22:43.477 --> 00:22:44.557
I don't need to do that anymore.

00:22:44.978 --> 00:22:45.518
Now,

00:22:46.019 --> 00:22:48.098
this is where I got the idea of

00:22:48.138 --> 00:22:48.960
sitting here at my kitchen.

00:22:50.000 --> 00:22:51.461
I was listening to something down the

00:22:51.480 --> 00:22:51.820
street,

00:22:51.861 --> 00:22:53.462
and it was some dude mowing my neighbor's

00:22:53.502 --> 00:22:53.742
lawn.

00:22:53.883 --> 00:22:55.503
And my neighbor has a lawnmower.

00:22:56.085 --> 00:22:57.925
And lawn mowing is not rocket surgery.

00:22:58.306 --> 00:22:59.586
It's not like he's got some special

00:22:59.626 --> 00:23:00.087
machine.

00:23:00.367 --> 00:23:00.667
In fact,

00:23:01.048 --> 00:23:02.068
he's just got the cool one that's,

00:23:02.229 --> 00:23:02.388
you know,

00:23:02.409 --> 00:23:04.029
the zero turn that looks like a spaceship.

00:23:04.510 --> 00:23:04.951
And I was like, well,

00:23:04.971 --> 00:23:06.011
why isn't my neighbor doing it?

00:23:06.392 --> 00:23:07.373
And I didn't even ask him.

00:23:07.712 --> 00:23:08.634
He's not doing it because he doesn't

00:23:08.653 --> 00:23:09.134
freaking want to.

00:23:09.153 --> 00:23:10.615
Or he doesn't have time.

00:23:11.236 --> 00:23:11.996
Or he said, you know what?

00:23:12.036 --> 00:23:13.637
The juice versus squeeze in someone else

00:23:13.678 --> 00:23:15.858
mowing my lawn is worth whatever you pay

00:23:15.898 --> 00:23:16.279
that guy.

00:23:16.980 --> 00:23:18.579
And so you don't pay him to mow

00:23:18.599 --> 00:23:18.980
your lawn.

00:23:19.000 --> 00:23:20.480
You pay him so you don't have to

00:23:20.520 --> 00:23:21.300
mow your lawn.

00:23:21.740 --> 00:23:22.401
And that's what I said.

00:23:22.980 --> 00:23:24.621
Why am I trying to overcomplicate this?

00:23:24.881 --> 00:23:26.942
People know they need to create content in

00:23:26.981 --> 00:23:27.842
twenty twenty five.

00:23:28.701 --> 00:23:30.201
They can buy their own lawnmowers.

00:23:30.241 --> 00:23:30.461
In fact,

00:23:30.481 --> 00:23:31.682
they have their own lawnmowers in their

00:23:31.702 --> 00:23:32.442
hands right now.

00:23:32.803 --> 00:23:33.722
So why aren't they doing it?

00:23:33.863 --> 00:23:34.903
Because they don't freaking want to.

00:23:35.343 --> 00:23:36.522
So I'm going to I'm going to go

00:23:36.563 --> 00:23:37.943
the stupidly simple route.

00:23:38.324 --> 00:23:39.644
I'm going to do it because, you know,

00:23:39.663 --> 00:23:41.443
you need it done and you don't want

00:23:41.483 --> 00:23:43.025
to do it or you can't do it

00:23:43.265 --> 00:23:44.164
or no one on your staff is going

00:23:44.184 --> 00:23:45.305
to continue to do it.

00:23:45.625 --> 00:23:45.664
So

00:23:45.845 --> 00:23:49.268
I'm going to do it better than you.

00:23:49.307 --> 00:23:49.868
There's my offer.

00:23:51.069 --> 00:23:51.891
Dave, go first,

00:23:51.951 --> 00:23:54.893
and then I want to say something.

00:23:54.913 --> 00:23:56.694
Well, I don't know.

00:23:56.795 --> 00:23:57.915
I don't have a clear pitch.

00:23:58.277 --> 00:23:59.778
I know you're going to do the thing,

00:24:00.417 --> 00:24:01.259
like the conference, right?

00:24:01.278 --> 00:24:03.801
So you're going to post up in New

00:24:03.821 --> 00:24:04.281
York City,

00:24:04.602 --> 00:24:05.603
and then you're going to invite me and

00:24:05.623 --> 00:24:07.164
other practices, and we pay whatever.

00:24:07.224 --> 00:24:08.405
I don't understand.

00:24:08.786 --> 00:24:09.406
What am I getting?

00:24:09.426 --> 00:24:10.448
What am I paying?

00:24:10.768 --> 00:24:11.449
What's the pitch here?

00:24:11.469 --> 00:24:11.749
Yeah.

00:24:11.949 --> 00:24:12.630
Let me give you the pitch.

00:24:12.650 --> 00:24:13.190
All right, hang on.

00:24:13.250 --> 00:24:14.852
Oh, you got to slide that?

00:24:15.332 --> 00:24:17.834
So I got a little bit – I

00:24:17.894 --> 00:24:19.335
drank a bottle of wine yesterday.

00:24:19.776 --> 00:24:20.476
I had a day.

00:24:20.797 --> 00:24:21.396
Listen,

00:24:21.497 --> 00:24:24.160
all I'll say is I had a –

00:24:23.459 --> 00:24:25.480
Jimmy had a long day yesterday.

00:24:25.961 --> 00:24:26.862
Just got back from Reno.

00:24:26.882 --> 00:24:28.063
It was a little jet lagged.

00:24:28.943 --> 00:24:30.224
We'll talk about some other stuff later,

00:24:30.244 --> 00:24:31.806
but I had a long day yesterday.

00:24:32.606 --> 00:24:34.167
That was when you were messaging us.

00:24:34.228 --> 00:24:35.489
Now it all makes sense.

00:24:35.509 --> 00:24:36.990
Jimmy gets drunk and messages his –

00:24:39.451 --> 00:24:41.012
Jimmy gets drunk on messages as podcast

00:24:41.032 --> 00:24:41.252
goes.

00:24:41.573 --> 00:24:43.273
So, but I was like, let's make something.

00:24:43.334 --> 00:24:44.794
So I got the dry erase board out

00:24:44.854 --> 00:24:46.194
and I said, what, what's what?

00:24:46.275 --> 00:24:47.976
I started thinking like Chris corner who,

00:24:47.996 --> 00:24:48.336
by the way,

00:24:48.355 --> 00:24:49.296
we should drop a link in the show

00:24:49.336 --> 00:24:49.496
notes.

00:24:49.797 --> 00:24:50.396
You should watch.

00:24:50.997 --> 00:24:51.537
It doesn't, his,

00:24:51.777 --> 00:24:53.617
his podcast and YouTube don't make any

00:24:53.657 --> 00:24:54.659
sense, but they make complete sense.

00:24:54.699 --> 00:24:55.219
He's brilliant,

00:24:55.578 --> 00:24:56.500
but he's also not brilliant.

00:24:56.519 --> 00:24:57.440
And he'd be the first person to tell

00:24:57.460 --> 00:24:57.900
you he's not brilliant.

00:24:57.980 --> 00:24:58.861
He's just stupidly simple.

00:24:59.221 --> 00:25:00.681
And he says those phrases stupidly simple.

00:25:00.921 --> 00:25:01.882
So this is Ignite Lab.

00:25:03.000 --> 00:25:04.402
Okay, here's the problem.

00:25:04.422 --> 00:25:06.903
I'm gonna focus on associations.

00:25:07.262 --> 00:25:09.564
So most associations do great work that

00:25:09.604 --> 00:25:10.523
too few people see.

00:25:10.923 --> 00:25:12.144
Attention is fragmented,

00:25:12.464 --> 00:25:13.685
internal capacity is thin,

00:25:14.006 --> 00:25:15.326
and value is hard to prove.

00:25:15.685 --> 00:25:17.507
Now this is for APTA sections and

00:25:17.547 --> 00:25:19.468
academies, but most associations,

00:25:19.968 --> 00:25:20.667
it's in the ether.

00:25:22.759 --> 00:25:25.000
Your APTA newsletter was the only way you

00:25:25.039 --> 00:25:25.920
found out about stuff.

00:25:26.079 --> 00:25:27.721
And now it's not.

00:25:28.121 --> 00:25:30.281
So how do you stay relevant as an

00:25:30.461 --> 00:25:31.241
association?

00:25:31.583 --> 00:25:32.482
You need a system.

00:25:33.202 --> 00:25:34.564
You need to make sure that something gets

00:25:34.604 --> 00:25:34.784
done.

00:25:34.923 --> 00:25:35.763
So that's the problem.

00:25:35.844 --> 00:25:36.464
And you know this.

00:25:36.644 --> 00:25:38.644
I do not need to convince associations of

00:25:38.684 --> 00:25:40.945
slipping numbers or reduction in non-dues

00:25:40.986 --> 00:25:41.326
revenue.

00:25:41.767 --> 00:25:42.686
As soon as I mentioned this,

00:25:42.767 --> 00:25:43.846
I look like a genius because they all

00:25:43.866 --> 00:25:44.728
have the same three problems.

00:25:44.768 --> 00:25:45.448
We need new members.

00:25:45.688 --> 00:25:46.528
We need to keep our members.

00:25:46.729 --> 00:25:47.969
We need money outside of membership

00:25:48.009 --> 00:25:48.288
dollars.

00:25:48.568 --> 00:25:49.789
So I lay this problem out.

00:25:50.769 --> 00:25:51.590
So here's the solution.

00:25:51.931 --> 00:25:52.391
This is us.

00:25:53.902 --> 00:25:55.103
I've been doing it for fifteen years.

00:25:55.123 --> 00:25:56.104
This is a slide where I get to

00:25:56.144 --> 00:25:56.463
brag.

00:25:56.503 --> 00:25:57.144
Hey, this is me.

00:25:57.164 --> 00:25:59.426
I've been doing it for twenty fifteen

00:25:59.446 --> 00:26:02.329
years in radio, ten years as a podcaster,

00:26:02.369 --> 00:26:03.471
which is a little bit disturbing.

00:26:03.911 --> 00:26:05.232
So the services that we offer,

00:26:05.252 --> 00:26:05.813
here's the menu.

00:26:05.833 --> 00:26:08.115
How do I get this?

00:26:08.194 --> 00:26:08.496
There we go.

00:26:09.557 --> 00:26:10.938
Pretty much what you're going to get is

00:26:11.159 --> 00:26:13.180
three different options.

00:26:14.060 --> 00:26:15.482
And this is not just going to be

00:26:15.563 --> 00:26:16.884
me coming out to your conference.

00:26:16.903 --> 00:26:18.925
That's an add-on, Tony, right?

00:26:19.006 --> 00:26:19.946
That should be an add-on,

00:26:19.967 --> 00:26:21.147
me coming out to your conference.

00:26:21.607 --> 00:26:24.050
What you'll get is done for you video,

00:26:24.391 --> 00:26:24.770
audio,

00:26:24.872 --> 00:26:26.712
and social clips every single month.

00:26:27.273 --> 00:26:29.455
I'm not just giving you the apps to

00:26:29.476 --> 00:26:29.816
do it.

00:26:30.277 --> 00:26:31.978
I'm going to be essentially your

00:26:32.018 --> 00:26:33.098
communications director.

00:26:33.859 --> 00:26:35.421
but you can't hire me because I'm too

00:26:35.461 --> 00:26:36.080
expensive.

00:26:36.461 --> 00:26:38.321
If you're a professional association,

00:26:38.801 --> 00:26:42.144
I'm your fractional content director.

00:26:42.943 --> 00:26:44.704
You hire me, I work with you,

00:26:44.944 --> 00:26:46.285
and I work with ten other people who

00:26:46.345 --> 00:26:48.026
are sort of similar and just like you.

00:26:48.445 --> 00:26:50.967
We come in, we meet monthly or quarterly,

00:26:51.007 --> 00:26:52.327
depending on what level you pick.

00:26:52.728 --> 00:26:54.368
We map out the next three, six, nine,

00:26:54.409 --> 00:26:55.068
twelve months,

00:26:55.709 --> 00:26:57.569
and then I sort of become project manager

00:26:57.950 --> 00:26:58.470
and help you.

00:26:58.871 --> 00:27:00.330
I help your staff become hosts.

00:27:00.611 --> 00:27:01.771
How do you host an interview?

00:27:02.551 --> 00:27:03.711
Why would you do a webinar?

00:27:03.832 --> 00:27:04.952
How do you get things out of a

00:27:04.972 --> 00:27:06.893
webinar in terms of members or people to

00:27:06.932 --> 00:27:07.532
follow up with?

00:27:07.894 --> 00:27:09.614
So I become your fractional content

00:27:10.493 --> 00:27:12.595
manager, content director, VP of content.

00:27:13.335 --> 00:27:14.634
And I slide in and I do it

00:27:14.694 --> 00:27:15.155
for you.

00:27:15.516 --> 00:27:17.935
So it's not the to-do list.

00:27:18.316 --> 00:27:19.717
It's the to-done list.

00:27:20.096 --> 00:27:20.656
It's done.

00:27:21.096 --> 00:27:22.758
And then it gets posted and you get

00:27:22.778 --> 00:27:24.698
to bask in the awesomeness that is your

00:27:24.738 --> 00:27:25.198
content.

00:27:25.478 --> 00:27:27.118
Listen, they hire people to clean...

00:27:27.699 --> 00:27:30.202
The office to mow the lawn content is

00:27:30.222 --> 00:27:31.786
something that needs to be done in twenty

00:27:31.806 --> 00:27:32.246
twenty five.

00:27:32.386 --> 00:27:34.190
If you're not doing it at scale,

00:27:34.470 --> 00:27:35.832
you will be ignored in five years.

00:27:35.852 --> 00:27:36.573
You won't exist.

00:27:36.593 --> 00:27:37.034
There's my pitch.

00:27:37.054 --> 00:27:37.153
Dave.

00:27:40.551 --> 00:27:40.951
I love it.

00:27:41.971 --> 00:27:43.613
I don't see anything with it.

00:27:43.633 --> 00:27:46.513
I would love for you to,

00:27:46.534 --> 00:27:48.013
do you have a, so I use,

00:27:48.153 --> 00:27:48.914
I still use Stripe.

00:27:48.974 --> 00:27:50.355
I don't even care about whatever the,

00:27:50.775 --> 00:27:51.494
there might be a cheaper,

00:27:51.634 --> 00:27:53.796
maybe Intuit or whatever is like a better,

00:27:53.836 --> 00:27:54.135
cheaper,

00:27:54.175 --> 00:27:55.896
lower rate of a credit card processor.

00:27:56.616 --> 00:27:58.258
I know that you've been,

00:27:59.298 --> 00:28:00.357
you've had a lot of projects over the

00:28:00.377 --> 00:28:00.877
years, Jimmy,

00:28:00.917 --> 00:28:03.159
but you haven't gone and done your own,

00:28:03.298 --> 00:28:03.898
own thing.

00:28:04.479 --> 00:28:05.799
Do you have a credit card processor?

00:28:06.925 --> 00:28:08.886
i have quickbooks that i can take that

00:28:08.926 --> 00:28:10.587
i can do that through that's through into

00:28:10.688 --> 00:28:15.151
it there we go so i think you

00:28:15.191 --> 00:28:17.951
should maybe pitch this to some owners i

00:28:17.991 --> 00:28:20.953
pitched it yesterday and and whatever the

00:28:20.973 --> 00:28:22.994
price is like can you can you swipe

00:28:23.015 --> 00:28:25.396
some credit cards that would be like but

00:28:25.436 --> 00:28:27.938
hold on a second that would be a

00:28:27.958 --> 00:28:30.259
good start see i thought see dave i

00:28:30.319 --> 00:28:32.361
thought you would be for this for

00:28:33.874 --> 00:28:36.335
academies and association groups, right?

00:28:36.455 --> 00:28:37.096
APTA ortho.

00:28:37.796 --> 00:28:38.396
I personally,

00:28:38.497 --> 00:28:39.917
I personally wouldn't just be, you know,

00:28:39.958 --> 00:28:40.357
them better.

00:28:40.557 --> 00:28:41.499
I don't want to go.

00:28:41.838 --> 00:28:42.999
I don't want to, they have a budget.

00:28:43.118 --> 00:28:43.359
Yes.

00:28:44.839 --> 00:28:46.101
But then they have a committee where

00:28:46.121 --> 00:28:47.241
they're like, Oh, we must,

00:28:47.582 --> 00:28:49.403
we must meet and we must decide and

00:28:49.462 --> 00:28:49.722
vote.

00:28:49.843 --> 00:28:51.624
And I second, I second the vote.

00:28:51.723 --> 00:28:52.424
And I agree.

00:28:52.664 --> 00:28:53.045
But hold on.

00:28:53.345 --> 00:28:54.665
So I already pitched it yesterday.

00:28:54.786 --> 00:28:55.965
I got halfway through the pitch,

00:28:56.026 --> 00:28:56.786
and I'm not going to say who it

00:28:56.806 --> 00:28:58.307
was because she cannot say no.

00:28:58.326 --> 00:28:59.247
She cannot say yes or no.

00:28:59.446 --> 00:29:00.326
She's a member of the board.

00:29:00.646 --> 00:29:01.548
I got halfway through the pitch,

00:29:01.567 --> 00:29:02.428
and she stopped me, and she's like,

00:29:02.847 --> 00:29:04.028
can you pitch this in two weeks?

00:29:04.088 --> 00:29:04.328
And I said,

00:29:04.348 --> 00:29:05.409
I'll pitch it in twelve minutes.

00:29:05.588 --> 00:29:06.269
In two weeks?

00:29:06.288 --> 00:29:08.450
That kicked the can down the road.

00:29:10.130 --> 00:29:11.971
But I know how boards work.

00:29:12.750 --> 00:29:13.891
I know how these associations work.

00:29:14.231 --> 00:29:15.271
So that's fast.

00:29:16.584 --> 00:29:18.445
So I'm not exactly, exactly.

00:29:18.465 --> 00:29:20.386
It's slow, but hold on a second.

00:29:20.446 --> 00:29:20.587
Yeah.

00:29:20.627 --> 00:29:21.587
It's slow, but it's big.

00:29:21.709 --> 00:29:22.328
You get in.

00:29:22.509 --> 00:29:22.628
I mean,

00:29:22.648 --> 00:29:24.010
I've been doing with a opt for two

00:29:24.030 --> 00:29:24.510
and a half years.

00:29:25.172 --> 00:29:27.673
It could be, it could be bigly, bigly,

00:29:27.993 --> 00:29:28.775
bigly, bigly.

00:29:28.954 --> 00:29:30.316
So Paul's saying, why not both?

00:29:30.977 --> 00:29:32.298
I am not disagreeing to both,

00:29:32.397 --> 00:29:33.739
but this is where I wanted to flip

00:29:33.759 --> 00:29:34.179
the question.

00:29:34.219 --> 00:29:36.961
See, do you think clinics would want this?

00:29:39.288 --> 00:29:39.568
Yes.

00:29:39.628 --> 00:29:40.710
I mean, I'm, I have,

00:29:41.151 --> 00:29:42.531
I just realized like I have a ton

00:29:42.551 --> 00:29:45.473
of these random Tony Maritato clips in my

00:29:45.493 --> 00:29:47.175
phone from other patients over the years

00:29:47.195 --> 00:29:48.257
and I'm trying to put them out.

00:29:48.717 --> 00:29:49.938
And then sometimes I'll put it out.

00:29:49.998 --> 00:29:51.640
Like last night I posted one and I

00:29:51.660 --> 00:29:52.500
forgot the captions.

00:29:52.519 --> 00:29:54.162
Like, Oh, let me, should I delete it?

00:29:54.221 --> 00:29:55.042
I forgot the captions.

00:29:55.063 --> 00:29:55.843
Then I repost it.

00:29:56.183 --> 00:29:56.844
And then it had no,

00:29:57.684 --> 00:29:58.566
then it had no description.

00:29:58.586 --> 00:29:59.405
I'm like, Oh my gosh.

00:29:59.445 --> 00:30:01.087
Like I, I just want to outsource this.

00:30:01.508 --> 00:30:02.009
Like I do,

00:30:02.368 --> 00:30:03.509
I really do want to outsource this,

00:30:03.529 --> 00:30:04.070
but then I got the,

00:30:04.351 --> 00:30:05.932
I got the clips in my phone and

00:30:05.952 --> 00:30:06.792
I got to put them in a Google

00:30:06.833 --> 00:30:07.294
drive.

00:30:07.773 --> 00:30:09.036
So I do want to outsource this.

00:30:09.256 --> 00:30:09.576
Yes.

00:30:09.695 --> 00:30:13.200
I'm interested, but, uh, I I'm,

00:30:13.380 --> 00:30:14.141
I'm just more of,

00:30:15.122 --> 00:30:16.682
I'm from the elk where I like to

00:30:16.702 --> 00:30:18.065
just go right to the decision maker if

00:30:18.125 --> 00:30:18.365
I can.

00:30:18.384 --> 00:30:18.684
And that's all.

00:30:18.704 --> 00:30:19.145
Okay.

00:30:20.106 --> 00:30:20.787
So I I'm,

00:30:21.028 --> 00:30:22.990
I'm with Paul that why not both?

00:30:23.996 --> 00:30:24.537
Shout out, Paul.

00:30:24.576 --> 00:30:27.138
Thank you for joining in live.

00:30:27.199 --> 00:30:27.900
David Rubin.

00:30:28.721 --> 00:30:29.020
All right.

00:30:29.040 --> 00:30:29.641
All day.

00:30:29.740 --> 00:30:30.342
All day, baby.

00:30:30.821 --> 00:30:32.324
I mean, I'm still my stronger,

00:30:32.443 --> 00:30:33.545
faster clinic.

00:30:33.585 --> 00:30:33.825
Wow.

00:30:33.964 --> 00:30:34.246
Really?

00:30:34.346 --> 00:30:35.567
See, maybe.

00:30:35.686 --> 00:30:36.347
I guess so.

00:30:36.488 --> 00:30:38.549
I mean, I've done things with large.

00:30:38.609 --> 00:30:40.330
I've done things with ATI before.

00:30:40.451 --> 00:30:42.413
ATI saw value in this at CSM two

00:30:42.452 --> 00:30:42.814
years ago.

00:30:42.834 --> 00:30:43.153
They were like,

00:30:43.193 --> 00:30:44.394
you're going to come to our booth,

00:30:44.695 --> 00:30:46.537
and you're going to just interview our

00:30:46.576 --> 00:30:47.999
people and a bunch of random people,

00:30:48.038 --> 00:30:48.699
but our booth.

00:30:48.719 --> 00:30:49.019
They like...

00:30:49.539 --> 00:30:51.240
gave me like a corner of their booth

00:30:51.279 --> 00:30:52.580
and I was able to put lights and

00:30:53.141 --> 00:30:53.760
cameras in it.

00:30:53.840 --> 00:30:54.721
And they were like, this is great.

00:30:54.760 --> 00:30:55.382
And then just say,

00:30:55.422 --> 00:30:56.761
thanks ATI every episode.

00:30:56.781 --> 00:30:57.642
I was like, this is great.

00:30:58.221 --> 00:31:00.222
But when I approached big organizations

00:31:00.242 --> 00:31:02.042
like this later, big clinics, I mean,

00:31:02.083 --> 00:31:02.683
they were like, well,

00:31:02.703 --> 00:31:03.943
we already have our own department and

00:31:03.963 --> 00:31:04.624
they're doing it.

00:31:04.844 --> 00:31:05.703
And then I would look up what they

00:31:05.723 --> 00:31:06.964
were doing and no knock.

00:31:07.265 --> 00:31:08.684
My guess was nobody was in charge of

00:31:08.724 --> 00:31:09.204
organic.

00:31:09.625 --> 00:31:09.925
Everybody.

00:31:10.185 --> 00:31:11.546
And the stuff that you see big companies

00:31:11.586 --> 00:31:15.386
do is so watered down and so safe.

00:31:15.426 --> 00:31:15.946
This is where I,

00:31:16.047 --> 00:31:17.667
this is where I pulled the Tony Maritato

00:31:17.708 --> 00:31:18.288
movie every day.

00:31:19.269 --> 00:31:23.550
and I LinkedIn posted at Josh Funk from

00:31:23.611 --> 00:31:24.510
Rehab to Perform,

00:31:24.872 --> 00:31:26.951
but I tagged the guy on their website

00:31:26.991 --> 00:31:28.712
that I'd never heard of before.

00:31:29.012 --> 00:31:30.673
But according to their website,

00:31:30.713 --> 00:31:32.575
he's the guy in charge of marketing and

00:31:32.595 --> 00:31:33.095
communications.

00:31:33.115 --> 00:31:35.296
I was like, Josh, I like a lot.

00:31:35.316 --> 00:31:36.856
I want to talk to that dude, though,

00:31:36.876 --> 00:31:38.258
because that guy's in charge of it.

00:31:38.298 --> 00:31:39.097
He's designing it.

00:31:39.137 --> 00:31:40.238
So that guy got me excited.

00:31:40.538 --> 00:31:41.858
So anyway, that's what I did yesterday.

00:31:41.939 --> 00:31:44.279
I drank a bottle of Sauvignon Blanc and

00:31:44.559 --> 00:31:45.340
made a pitch deck.

00:31:45.361 --> 00:31:47.382
I don't know if that's what normal people

00:31:47.422 --> 00:31:48.142
do, but that's what I did.

00:31:50.951 --> 00:31:53.451
I see this, by the way, David Bruin,

00:31:53.692 --> 00:31:56.073
he is of my generation.

00:31:56.133 --> 00:31:58.173
He is like, no credit card, check,

00:31:58.212 --> 00:31:58.893
or EFT.

00:31:58.913 --> 00:32:02.413
What is EFT?

00:32:02.493 --> 00:32:03.474
Electronic funds transfer.

00:32:03.515 --> 00:32:04.595
Electronic funds transfer.

00:32:06.914 --> 00:32:07.895
Wire transfer.

00:32:08.776 --> 00:32:09.736
Jimmy will not be,

00:32:10.435 --> 00:32:12.557
as Jimmy's independent advisor,

00:32:12.717 --> 00:32:14.837
he will not be accepting paper checks for

00:32:14.857 --> 00:32:16.137
this endeavor.

00:32:16.157 --> 00:32:16.238
Yeah.

00:32:18.286 --> 00:32:21.247
Credit cards or ACH is what we call

00:32:21.287 --> 00:32:22.768
it now.

00:32:22.788 --> 00:32:24.428
I want paid in gold.

00:32:24.709 --> 00:32:26.930
Gold to balloon.

00:32:26.950 --> 00:32:32.031
Bitcoin.

00:32:33.152 --> 00:32:34.292
We've got two tracks here.

00:32:34.313 --> 00:32:35.393
You've got the long game,

00:32:35.413 --> 00:32:38.075
which is going to be slow but higher

00:32:38.095 --> 00:32:38.474
budget.

00:32:38.615 --> 00:32:40.576
Those are your associations.

00:32:41.076 --> 00:32:42.616
It's going to take weeks and months.

00:32:43.253 --> 00:32:44.374
To get them on board.

00:32:44.413 --> 00:32:45.535
But like you said,

00:32:45.555 --> 00:32:46.795
they have money in the accounts.

00:32:47.115 --> 00:32:49.155
And then you have your quick like, yes,

00:32:49.215 --> 00:32:50.955
cash today.

00:32:51.076 --> 00:32:53.096
Small, medium practice owner.

00:32:53.156 --> 00:32:54.137
They see the value.

00:32:54.178 --> 00:32:55.337
They're already doing it.

00:32:55.357 --> 00:32:57.858
They're already spending money on it.

00:32:57.999 --> 00:33:00.660
Those are the people that would send over

00:33:00.700 --> 00:33:01.079
the money.

00:33:02.579 --> 00:33:03.421
and book your flight.

00:33:05.521 --> 00:33:06.942
We've been saying this forever.

00:33:07.021 --> 00:33:08.442
It's nothing new.

00:33:08.883 --> 00:33:11.604
The question always goes back to like with

00:33:11.624 --> 00:33:12.545
the associations.

00:33:12.644 --> 00:33:12.904
Okay.

00:33:13.765 --> 00:33:16.046
Maybe there's somebody in there who sees

00:33:16.086 --> 00:33:16.987
the value in it.

00:33:17.446 --> 00:33:18.126
Maybe not.

00:33:18.747 --> 00:33:21.167
Why are they not already doing it?

00:33:21.429 --> 00:33:21.749
Great question.

00:33:21.769 --> 00:33:23.489
And the fact that they're not already

00:33:23.548 --> 00:33:25.951
doing it is what makes me a little

00:33:25.971 --> 00:33:28.432
bit of resistant to say, you know,

00:33:28.471 --> 00:33:30.031
you got to find them at like just

00:33:30.071 --> 00:33:30.972
the right time.

00:33:32.028 --> 00:33:33.888
To where they're ready to do it.

00:33:33.909 --> 00:33:34.930
They're frustrated.

00:33:35.369 --> 00:33:36.651
Somebody is going to do it out of

00:33:36.871 --> 00:33:38.412
anger, out of frustration,

00:33:38.551 --> 00:33:41.933
more than intelligence, more than, yeah,

00:33:41.953 --> 00:33:42.694
you're right, Jimmy,

00:33:42.714 --> 00:33:44.336
you're convincing us this is the right

00:33:44.355 --> 00:33:45.135
thing for us to do.

00:33:45.717 --> 00:33:47.018
It's we're pissed off.

00:33:47.117 --> 00:33:48.618
We're a dying organization.

00:33:48.679 --> 00:33:50.259
We need to make a change right now.

00:33:50.720 --> 00:33:52.161
I don't even care if I lose ten

00:33:52.181 --> 00:33:52.921
thousand dollars.

00:33:52.941 --> 00:33:53.582
Let's just do it.

00:33:54.021 --> 00:33:56.444
Like that's that's the decision maker that

00:33:56.505 --> 00:33:57.285
needs to be there.

00:33:58.586 --> 00:33:59.748
But on the smaller side,

00:33:59.807 --> 00:34:01.369
on the private practice, you know,

00:34:01.910 --> 00:34:03.432
and you have these contacts.

00:34:03.531 --> 00:34:05.273
I know you have them in your Rolodex,

00:34:05.314 --> 00:34:06.535
if you guys know what that is.

00:34:09.038 --> 00:34:10.579
But those are the ones that you're like,

00:34:10.619 --> 00:34:12.141
hey, you know, here's the budget.

00:34:12.201 --> 00:34:15.164
Let's do it and let's make this happen.

00:34:15.498 --> 00:34:17.518
I guess the only reason I was hesitant

00:34:17.579 --> 00:34:19.219
about clinic is because when I think about

00:34:19.259 --> 00:34:19.898
clinic marketing,

00:34:20.159 --> 00:34:21.440
I would want to do a lot of

00:34:21.500 --> 00:34:22.320
in-person stuff.

00:34:22.360 --> 00:34:23.039
Like to me,

00:34:23.400 --> 00:34:24.940
a clinic is what Tony does and what

00:34:24.981 --> 00:34:26.840
Dave does, like movement in the clinic.

00:34:26.860 --> 00:34:27.320
And I was like,

00:34:28.081 --> 00:34:29.382
is the juice going to be worth a

00:34:29.402 --> 00:34:31.282
squeeze to fly me to Ohio to do

00:34:31.342 --> 00:34:32.181
something like this?

00:34:33.623 --> 00:34:34.782
Whereas an association,

00:34:34.842 --> 00:34:36.384
it was more webinar interview,

00:34:36.483 --> 00:34:37.643
educational based.

00:34:39.038 --> 00:34:40.559
So two ways.

00:34:40.778 --> 00:34:41.079
I mean,

00:34:41.818 --> 00:34:44.380
you're looking at clinics that are in the

00:34:44.559 --> 00:34:46.581
three to five million dollars of revenue,

00:34:47.382 --> 00:34:49.161
like multiple locations.

00:34:49.202 --> 00:34:49.422
Yeah,

00:34:49.463 --> 00:34:51.903
they probably have the budget and it's

00:34:51.943 --> 00:34:53.304
worth you flying out there,

00:34:53.344 --> 00:34:55.925
bringing Drew with you or somebody and

00:34:55.965 --> 00:34:58.806
just shooting twelve months of content in

00:34:58.945 --> 00:34:59.427
a weekend.

00:34:59.686 --> 00:34:59.947
Right.

00:35:00.876 --> 00:35:02.157
On the smaller side,

00:35:02.398 --> 00:35:04.059
that's where we've talked about, okay,

00:35:04.119 --> 00:35:05.721
let's bring them to you,

00:35:06.360 --> 00:35:08.123
put you in a central location,

00:35:08.682 --> 00:35:10.684
bring outside people in,

00:35:11.385 --> 00:35:12.786
shoot a ton of content,

00:35:12.887 --> 00:35:14.329
do a little education.

00:35:15.409 --> 00:35:15.869
And then,

00:35:16.251 --> 00:35:18.092
so now we divide it into three tiers.

00:35:18.231 --> 00:35:20.293
We have under a million in revenue who

00:35:20.313 --> 00:35:23.336
they come to us, three to five million,

00:35:23.396 --> 00:35:25.219
ten million, you go to them.

00:35:25.824 --> 00:35:28.565
And then you have the organizations on the

00:35:28.606 --> 00:35:30.547
back end that it's going to take a

00:35:30.606 --> 00:35:32.088
year to turn the ship around,

00:35:32.148 --> 00:35:34.429
but maybe one or two of them will

00:35:34.469 --> 00:35:35.349
change direction.

00:35:35.648 --> 00:35:36.949
Well, this was, this is the idea.

00:35:36.969 --> 00:35:37.449
And by the way,

00:35:37.489 --> 00:35:39.530
the disclaimer is I will have these ideas

00:35:39.610 --> 00:35:41.012
and I will push other people to do

00:35:41.032 --> 00:35:41.211
them.

00:35:41.271 --> 00:35:42.592
And then I will be the last person.

00:35:42.692 --> 00:35:43.213
I like, I'm the,

00:35:43.333 --> 00:35:44.873
I'm the person who needs to take his

00:35:44.913 --> 00:35:45.853
own advice the most.

00:35:45.893 --> 00:35:47.773
Like I'm the person who's like, dude,

00:35:47.813 --> 00:35:49.114
you barely need to know what you're doing.

00:35:49.135 --> 00:35:49.954
Just get out there and sell.

00:35:49.974 --> 00:35:51.155
And then I'm like, I'm not ready.

00:35:51.255 --> 00:35:51.576
I need to,

00:35:51.635 --> 00:35:53.177
I'm doing this for no joke.

00:35:53.737 --> 00:35:55.478
creating content, I'm using air quotes,

00:35:55.759 --> 00:35:56.820
for twenty five years.

00:35:56.960 --> 00:35:57.940
Like I've been, you know,

00:35:58.260 --> 00:35:59.762
and I'm not an expert at all types,

00:36:00.141 --> 00:36:01.583
but I'm smart enough to know and I

00:36:01.623 --> 00:36:02.985
know the people who are better at it

00:36:03.025 --> 00:36:03.344
than me.

00:36:03.364 --> 00:36:05.126
Like like Drew and I are pretty good

00:36:05.146 --> 00:36:06.527
at shooting or getting people to do stuff

00:36:06.568 --> 00:36:08.188
in front of the camera and capturing it.

00:36:08.528 --> 00:36:11.952
But now I want like a really slick

00:36:12.052 --> 00:36:14.695
editor to take that footage and turn into

00:36:14.894 --> 00:36:16.295
really, really viral stuff.

00:36:16.635 --> 00:36:16.755
Like,

00:36:16.775 --> 00:36:18.137
I'm going to find a VA or someone

00:36:18.157 --> 00:36:18.998
who's going to do it online.

00:36:19.018 --> 00:36:19.880
I'm just going to give them a Google

00:36:19.900 --> 00:36:21.882
Drive full of content and go,

00:36:22.043 --> 00:36:23.784
make two posts a week for the next

00:36:23.824 --> 00:36:24.445
fifty two weeks.

00:36:24.485 --> 00:36:25.086
Have a great day.

00:36:25.387 --> 00:36:26.248
Here's here's your ammo.

00:36:26.469 --> 00:36:27.429
But this was the idea I had at

00:36:27.610 --> 00:36:29.472
CSM last year, but I didn't follow.

00:36:29.492 --> 00:36:30.733
I didn't follow up on it because I

00:36:30.753 --> 00:36:32.635
was nervous that it wouldn't be perfect,

00:36:32.675 --> 00:36:34.838
which was rent an Airbnb at CSM.

00:36:35.559 --> 00:36:36.920
Because a lot of the million dollar,

00:36:36.960 --> 00:36:39.221
three million dollar or smaller clinicians

00:36:39.260 --> 00:36:41.442
are there looking for that thing to become

00:36:41.461 --> 00:36:42.661
the ten million dollar clinic.

00:36:42.762 --> 00:36:44.282
I know that they're there because I have

00:36:44.302 --> 00:36:45.682
drinks with you while we're there.

00:36:45.722 --> 00:36:46.704
We're at the bar together.

00:36:46.744 --> 00:36:46.903
Right.

00:36:47.184 --> 00:36:48.403
So rent an Airbnb,

00:36:48.443 --> 00:36:49.885
fly out a couple of days earlier,

00:36:49.905 --> 00:36:51.005
stay a couple of days late when you're

00:36:51.125 --> 00:36:52.326
already going to CSM.

00:36:52.925 --> 00:36:55.067
And then we become a content machine for

00:36:55.126 --> 00:36:57.628
you and five other clinicians for those

00:36:57.688 --> 00:36:58.188
two days.

00:36:59.172 --> 00:37:00.873
essentially just doing a media blitz on

00:37:00.992 --> 00:37:04.893
site at CSM in Los Angeles this year,

00:37:05.295 --> 00:37:06.474
next year.

00:37:06.574 --> 00:37:06.894
I don't know.

00:37:07.235 --> 00:37:10.556
Should I do that?

00:37:10.596 --> 00:37:12.856
Yeah.

00:37:12.876 --> 00:37:14.036
The answer is going to be yes to

00:37:14.097 --> 00:37:16.056
everything right now because nothing is

00:37:16.097 --> 00:37:16.817
getting in your way.

00:37:16.836 --> 00:37:18.878
What does that say?

00:37:19.400 --> 00:37:22.633
David's saying I can – David works –

00:37:22.623 --> 00:37:23.784
he's a distributor.

00:37:24.045 --> 00:37:26.186
So like in terms of food chain,

00:37:26.327 --> 00:37:28.028
like doing the biggest amount of business.

00:37:28.048 --> 00:37:28.969
I'm saying this for the audience,

00:37:28.989 --> 00:37:29.349
not for us.

00:37:29.791 --> 00:37:31.652
But David is saying shoot content for

00:37:31.693 --> 00:37:32.934
manufacturers at APTA shows.

00:37:33.755 --> 00:37:35.356
Yeah, I didn't necessarily think of that.

00:37:35.536 --> 00:37:36.458
Which, I mean,

00:37:36.818 --> 00:37:38.840
that's been my focus over the last several

00:37:38.880 --> 00:37:39.661
months is – I know.

00:37:39.820 --> 00:37:41.663
companies product companies that are

00:37:41.742 --> 00:37:43.884
putting you know a hundred a hundred

00:37:43.923 --> 00:37:46.346
thousand dollar budget on amazon for

00:37:46.425 --> 00:37:50.769
commissions like these are the hidden

00:37:50.829 --> 00:37:52.891
opportunities that not enough people are

00:37:52.911 --> 00:37:55.693
talking about so like would they find the

00:37:55.733 --> 00:37:58.715
value in getting you to generate a bunch

00:37:58.735 --> 00:38:00.398
of content with a bunch of different

00:38:00.438 --> 00:38:03.000
therapists did we lose jimmy

00:38:05.099 --> 00:38:06.681
I think we did.

00:38:06.722 --> 00:38:09.143
So I was just going to pitch Jimmy

00:38:09.164 --> 00:38:10.585
something else, but now he's not here.

00:38:10.666 --> 00:38:12.387
So, okay, Tony,

00:38:12.427 --> 00:38:13.329
I'll say it to you and maybe we

00:38:13.349 --> 00:38:14.190
can say it to Jimmy later.

00:38:14.250 --> 00:38:16.030
So I'm actually,

00:38:16.092 --> 00:38:18.074
there's another type of practice owner.

00:38:18.094 --> 00:38:20.376
So meaning me where I'm trying to do

00:38:20.416 --> 00:38:20.835
the content.

00:38:20.916 --> 00:38:23.298
I have some of the digital assets and,

00:38:23.539 --> 00:38:26.681
And I just don't like, I get it.

00:38:26.842 --> 00:38:29.123
I get like, you got to be consistent.

00:38:29.684 --> 00:38:30.965
And then I'm like, oh, I get it.

00:38:31.045 --> 00:38:32.226
I kind of nitpick a little bit of

00:38:32.286 --> 00:38:34.327
like the caption running through chat GPT,

00:38:34.347 --> 00:38:35.608
the description of the post.

00:38:35.668 --> 00:38:36.688
And, you know,

00:38:36.768 --> 00:38:38.010
I don't even know if hashtags work,

00:38:38.030 --> 00:38:39.411
but we're still we're still doing like

00:38:39.451 --> 00:38:40.231
thirty hashtags.

00:38:40.271 --> 00:38:41.992
So a little bit extra steps.

00:38:42.012 --> 00:38:42.293
But like,

00:38:42.373 --> 00:38:43.773
I don't I don't like to do it.

00:38:44.153 --> 00:38:45.074
I know that it's important.

00:38:45.094 --> 00:38:46.436
So I'm actually at the point of like

00:38:47.016 --> 00:38:48.958
maybe I'm another I'm a I'm a batch

00:38:48.998 --> 00:38:50.759
of potential customers for Jimmy out there

00:38:50.798 --> 00:38:52.661
where I'm kind of doing it.

00:38:53.717 --> 00:38:55.217
but I don't like doing it.

00:38:55.237 --> 00:38:56.418
Like I, I like the,

00:38:56.498 --> 00:38:57.518
I like putting it out there.

00:38:57.938 --> 00:38:58.480
I like it.

00:38:58.619 --> 00:38:59.659
I know it needs to be out there

00:38:59.739 --> 00:39:00.521
and I want it out there,

00:39:00.860 --> 00:39:02.942
but I don't like to actually set it

00:39:03.001 --> 00:39:04.583
up and hit publish.

00:39:04.742 --> 00:39:06.864
Like I don't like that part.

00:39:07.364 --> 00:39:09.826
And so I think that is who would

00:39:09.865 --> 00:39:12.226
pay for something like this because I,

00:39:12.246 --> 00:39:13.447
for the past couple of weeks, I've been,

00:39:13.728 --> 00:39:15.748
I've been researching like VA companies,

00:39:15.789 --> 00:39:19.150
virtual assistants and different companies

00:39:19.190 --> 00:39:21.411
that'll like publish social media content

00:39:21.452 --> 00:39:21.972
and all that.

00:39:22.452 --> 00:39:22.972
And so I,

00:39:24.355 --> 00:39:26.476
Maybe that's kind of part of the mix

00:39:26.516 --> 00:39:26.675
here.

00:39:27.016 --> 00:39:28.538
So that's where I was trying to define

00:39:28.617 --> 00:39:31.059
scope because I could give an association

00:39:31.099 --> 00:39:32.719
or a company a Google Drive full of

00:39:32.760 --> 00:39:33.621
videos and clips.

00:39:33.681 --> 00:39:35.521
I could give them a PDF that goes

00:39:35.541 --> 00:39:37.043
along with it that says, on this day,

00:39:37.083 --> 00:39:39.103
release video three with this caption,

00:39:39.143 --> 00:39:39.704
all that stuff.

00:39:40.085 --> 00:39:40.485
And then I go,

00:39:40.744 --> 00:39:41.726
why the hell am I doing that?

00:39:42.005 --> 00:39:43.467
Just hire an extra person.

00:39:44.166 --> 00:39:46.188
get them connected to a social media app

00:39:46.228 --> 00:39:47.608
like Publer that I use,

00:39:48.110 --> 00:39:50.070
and then they can schedule a week,

00:39:50.251 --> 00:39:51.672
a month, a quarter,

00:39:51.811 --> 00:39:53.032
a year ahead of time.

00:39:53.432 --> 00:39:56.755
And now when Dave wants to be reactive,

00:39:57.335 --> 00:39:58.976
he can release a video on Wednesday

00:39:59.016 --> 00:40:00.458
because he saw a really cool sunrise on

00:40:00.498 --> 00:40:01.137
Park Avenue.

00:40:01.557 --> 00:40:03.498
He still knows that Tuesday and Thursday,

00:40:03.800 --> 00:40:04.900
he's got posts going out.

00:40:04.940 --> 00:40:06.300
That's not the only way he's gaining

00:40:06.320 --> 00:40:06.661
attention.

00:40:07.161 --> 00:40:08.342
So I guess my question is like,

00:40:08.483 --> 00:40:09.762
how wide do I make the scope?

00:40:09.864 --> 00:40:11.804
Is it everything, soup to nuts?

00:40:12.978 --> 00:40:14.900
or is it modular where it's low, medium,

00:40:14.940 --> 00:40:15.300
high?

00:40:15.681 --> 00:40:17.764
You got Tony, kicking this to Tony.

00:40:18.905 --> 00:40:20.606
So my question before I answer that,

00:40:20.686 --> 00:40:22.168
like- Tony, I think you're muted.

00:40:23.409 --> 00:40:24.472
I can hear him.

00:40:24.532 --> 00:40:25.932
Okay, yeah.

00:40:25.952 --> 00:40:28.376
Dave, can you hear me?

00:40:28.396 --> 00:40:29.297
Dave can't hear me.

00:40:29.637 --> 00:40:30.277
Dave, can you hear me?

00:40:31.480 --> 00:40:32.141
I hear Jimmy.

00:40:32.260 --> 00:40:33.061
I just don't hear Tony.

00:40:33.081 --> 00:40:34.061
Oh, I can hear Tony.

00:40:34.081 --> 00:40:34.443
Keep going.

00:40:35.864 --> 00:40:37.164
That happened the other day.

00:40:37.184 --> 00:40:38.065
I don't understand.

00:40:38.146 --> 00:40:38.405
Oh yeah.

00:40:38.505 --> 00:40:39.666
I was watching you guys live and I

00:40:39.686 --> 00:40:41.268
was like, I can hear both of you.

00:40:41.389 --> 00:40:42.128
I don't know what's going on.

00:40:42.148 --> 00:40:42.550
I can hear you.

00:40:42.570 --> 00:40:43.369
All right.

00:40:43.389 --> 00:40:43.530
Keep.

00:40:43.550 --> 00:40:43.751
All right.

00:40:43.771 --> 00:40:44.451
So what are your thoughts?

00:40:44.490 --> 00:40:45.231
Where does my scope,

00:40:45.391 --> 00:40:46.552
where should my scope be?

00:40:47.052 --> 00:40:48.894
I don't think you can go down that

00:40:49.074 --> 00:40:49.735
granular.

00:40:49.795 --> 00:40:50.836
I think there's already,

00:40:51.217 --> 00:40:52.637
I think there's already companies out

00:40:52.677 --> 00:40:52.878
there.

00:40:52.918 --> 00:40:54.360
Like I'm looking on my computer.

00:40:54.420 --> 00:40:56.902
David Isles is a guy he manages his,

00:40:57.302 --> 00:41:00.382
the a bunch of media content there's a

00:41:00.422 --> 00:41:02.304
bunch of companies agencies out there

00:41:02.443 --> 00:41:05.244
doing that stuff for individuals and

00:41:05.304 --> 00:41:07.766
smaller businesses that's not the world

00:41:07.786 --> 00:41:10.166
you want to get into right your your

00:41:10.327 --> 00:41:14.668
unique gift is you understand therapy

00:41:15.188 --> 00:41:16.989
specifically pt a little bit of ot

00:41:17.684 --> 00:41:19.746
You have connections and deep roots in

00:41:19.786 --> 00:41:20.065
there.

00:41:21.347 --> 00:41:23.007
I just don't think you want to get

00:41:23.088 --> 00:41:24.228
into, you know,

00:41:24.248 --> 00:41:25.329
I'm going to hire a VA.

00:41:25.469 --> 00:41:27.610
Everybody that I've seen go the VA route

00:41:27.630 --> 00:41:28.449
to do editing.

00:41:28.610 --> 00:41:29.951
It never looks good.

00:41:30.130 --> 00:41:31.351
Dude, I tried it.

00:41:31.411 --> 00:41:33.092
I tried it for three months.

00:41:34.193 --> 00:41:35.934
It never went well.

00:41:35.994 --> 00:41:37.375
It was just always,

00:41:37.474 --> 00:41:39.076
I had to over explain.

00:41:39.516 --> 00:41:40.295
Then it was done.

00:41:40.335 --> 00:41:41.177
And then I had to come in and

00:41:41.257 --> 00:41:41.556
fix.

00:41:41.597 --> 00:41:42.416
And I was like, at this point,

00:41:42.496 --> 00:41:43.197
I'd be done already.

00:41:44.096 --> 00:41:46.197
So so like Dave would be somebody you

00:41:46.217 --> 00:41:48.117
would do something like that as like a

00:41:48.177 --> 00:41:49.916
friend to friend favor for.

00:41:49.936 --> 00:41:50.396
Right.

00:41:50.418 --> 00:41:51.898
But I don't think Dave would be a

00:41:51.958 --> 00:41:54.338
good representative of the larger market

00:41:54.358 --> 00:41:55.699
that you would want to focus on.

00:41:57.079 --> 00:41:57.739
I think that would be.

00:41:58.278 --> 00:41:59.239
Why is that?

00:41:59.260 --> 00:42:00.059
I think for Jimmy,

00:42:00.099 --> 00:42:01.760
it would be a waste of his connections

00:42:01.860 --> 00:42:04.001
and a waste of his talents to go

00:42:04.101 --> 00:42:07.161
down that small into a single individual.

00:42:07.661 --> 00:42:08.762
I don't think he wants to build a

00:42:08.782 --> 00:42:09.161
team.

00:42:09.242 --> 00:42:10.181
I don't think he wants to get a

00:42:10.202 --> 00:42:12.623
bunch of employees and videographers and

00:42:12.663 --> 00:42:13.443
do all that stuff.

00:42:14.043 --> 00:42:14.262
Like,

00:42:14.483 --> 00:42:16.264
I feel like the thing for Jimmy is

00:42:16.764 --> 00:42:19.344
give me a handful of big hits in

00:42:19.403 --> 00:42:20.405
a year.

00:42:20.425 --> 00:42:20.605
Like,

00:42:20.724 --> 00:42:22.425
let me put money in the bank account

00:42:22.465 --> 00:42:23.744
just so I don't have to think about

00:42:23.824 --> 00:42:23.925
it.

00:42:24.425 --> 00:42:25.626
And then let me go and kind of

00:42:25.706 --> 00:42:27.266
enjoy and, you know,

00:42:27.365 --> 00:42:29.045
do the things that I enjoy doing.

00:42:31.067 --> 00:42:33.106
I just think getting down that low.

00:42:33.688 --> 00:42:35.268
This is like what Tony talked about.

00:42:36.407 --> 00:42:38.068
Sports agents make it bigger for you.

00:42:38.088 --> 00:42:38.668
Is that big enough?

00:42:38.708 --> 00:42:39.449
Yeah, yeah, yeah.

00:42:39.489 --> 00:42:39.849
That's good.

00:42:40.478 --> 00:42:41.398
Yeah, I don't know.

00:42:41.478 --> 00:42:45.320
I think that I would stick to that

00:42:45.501 --> 00:42:48.943
high value client just like Dave does in

00:42:48.963 --> 00:42:49.603
his practice.

00:42:50.945 --> 00:42:52.806
If we were to put this as a

00:42:52.865 --> 00:42:53.365
ratio,

00:42:53.806 --> 00:42:55.307
I'm seeing people for a hundred bucks.

00:42:56.106 --> 00:42:58.228
Dave has seen people for a thousand bucks,

00:42:58.288 --> 00:43:00.088
a ten to one ratio here.

00:43:00.768 --> 00:43:02.690
If if Dave would be willing to spend

00:43:02.769 --> 00:43:03.911
ten thousand dollars,

00:43:03.990 --> 00:43:06.072
Jimmy should be focusing on a business

00:43:06.092 --> 00:43:07.391
that's going to spend one hundred thousand

00:43:07.431 --> 00:43:07.811
dollars.

00:43:08.632 --> 00:43:10.574
I just think for where you are,

00:43:10.634 --> 00:43:13.295
the time you've put in the smaller

00:43:13.335 --> 00:43:15.356
individual providers are just not where

00:43:15.376 --> 00:43:17.697
you're going to get the satisfaction you

00:43:17.737 --> 00:43:17.896
need.

00:43:18.273 --> 00:43:19.355
You're saying those are the ones that

00:43:19.375 --> 00:43:20.635
would do it like a CSM though,

00:43:20.795 --> 00:43:21.155
where I could,

00:43:21.755 --> 00:43:23.617
I drew and rent out an Airbnb,

00:43:24.018 --> 00:43:25.639
be like, okay, day one,

00:43:25.679 --> 00:43:27.300
we take the five clinicians to the park

00:43:27.340 --> 00:43:29.240
and we do outside Q and a day.

00:43:29.260 --> 00:43:29.702
Number two,

00:43:29.961 --> 00:43:31.822
we rent out gym space and everybody puts

00:43:31.882 --> 00:43:32.563
a gym outfit on.

00:43:32.603 --> 00:43:34.065
And now we talk about clinic, you know,

00:43:34.264 --> 00:43:35.965
pathology things or who you want to treat.

00:43:36.405 --> 00:43:37.186
I'm off camera.

00:43:37.887 --> 00:43:39.347
Pitching to you, the question,

00:43:39.487 --> 00:43:41.447
so you don't have to self-serve.

00:43:41.467 --> 00:43:42.608
Everybody knows that batting practice

00:43:42.628 --> 00:43:43.628
doesn't work when you just get up to

00:43:43.648 --> 00:43:43.909
the plate,

00:43:43.949 --> 00:43:45.128
throw the ball to yourself and swing.

00:43:45.389 --> 00:43:46.469
You need someone pitching at you.

00:43:47.030 --> 00:43:47.530
And then look,

00:43:47.829 --> 00:43:49.971
there are still professional photographers

00:43:50.490 --> 00:43:52.010
doing graduation photos.

00:43:52.291 --> 00:43:54.371
I know someone who had a six-figure,

00:43:54.452 --> 00:43:56.231
mid-six-figure job who said,

00:43:56.413 --> 00:43:59.132
I hate this and became a photographer and

00:43:59.172 --> 00:44:02.173
is now making more money in her community

00:44:02.454 --> 00:44:03.494
doing graduation.

00:44:03.534 --> 00:44:04.295
Now she's the...

00:44:04.914 --> 00:44:08.197
high school and college graduation photo

00:44:08.438 --> 00:44:08.858
woman.

00:44:09.217 --> 00:44:10.559
And she crushes it.

00:44:10.579 --> 00:44:11.500
That's all she does.

00:44:11.739 --> 00:44:12.641
She says no to wedding.

00:44:12.840 --> 00:44:13.621
Can you do my wedding?

00:44:13.641 --> 00:44:14.302
You did my daughter's.

00:44:14.461 --> 00:44:15.922
No, I don't like doing weddings.

00:44:16.403 --> 00:44:17.585
And I had to ask my buddy Drew

00:44:17.644 --> 00:44:18.664
who can do weddings.

00:44:18.704 --> 00:44:19.985
I'm like, aren't weddings bank?

00:44:20.025 --> 00:44:21.286
And he goes, yeah, I just hate them.

00:44:21.788 --> 00:44:24.409
And I'm like, well, you should do them.

00:44:24.510 --> 00:44:26.070
And he's like, no, I like,

00:44:26.311 --> 00:44:28.693
then why don't you go do PT Jimmy?

00:44:28.733 --> 00:44:29.614
And I'm like, oh yeah, good point.

00:44:29.653 --> 00:44:30.054
That'll be fine.

00:44:30.094 --> 00:44:31.554
Cause I don't like it.

00:44:31.574 --> 00:44:32.454
I didn't feel good doing it.

00:44:32.514 --> 00:44:33.454
I didn't think I was effective.

00:44:33.775 --> 00:44:34.956
So there I am trying to like give

00:44:35.016 --> 00:44:36.135
the same advice to someone else,

00:44:36.916 --> 00:44:37.416
but he's right.

00:44:38.177 --> 00:44:40.556
Let's keep developing the idea over future

00:44:40.597 --> 00:44:41.097
episodes.

00:44:41.356 --> 00:44:42.918
I don't want to miss out on Dave's

00:44:42.958 --> 00:44:45.278
topic because this is so important.

00:44:45.998 --> 00:44:46.318
Okay.

00:44:46.378 --> 00:44:49.659
So you made it abundantly clear to the

00:44:49.739 --> 00:44:50.340
client.

00:44:50.800 --> 00:44:52.380
This is what's going to happen.

00:44:52.960 --> 00:44:55.222
The client failed to uphold their end of

00:44:55.282 --> 00:44:55.762
the bargain.

00:44:57.472 --> 00:44:59.273
it triggered this, you know, okay,

00:44:59.333 --> 00:45:00.632
now we're going to have this fee.

00:45:00.893 --> 00:45:02.293
So where are we now, Dave?

00:45:04.054 --> 00:45:04.355
Yes.

00:45:04.434 --> 00:45:09.757
So client was charged a three hundred

00:45:09.777 --> 00:45:14.139
fifty dollars for a late cancel and they

00:45:14.418 --> 00:45:16.119
messaged my,

00:45:16.460 --> 00:45:19.362
they emailed my billing person,

00:45:20.041 --> 00:45:22.163
my admin person that does the charges and

00:45:22.242 --> 00:45:24.264
myself and said,

00:45:26.547 --> 00:45:27.507
This is ridiculous.

00:45:27.789 --> 00:45:29.849
The appointments never showed up on my

00:45:29.889 --> 00:45:30.429
calendar.

00:45:31.811 --> 00:45:33.172
Your physical therapist, Porus,

00:45:33.231 --> 00:45:35.672
said it was fine due to my condition.

00:45:35.693 --> 00:45:37.454
There was a concussion.

00:45:37.494 --> 00:45:38.954
There was some emotional stuff going on.

00:45:39.876 --> 00:45:42.356
Please refund to the best of your ability.

00:45:42.376 --> 00:45:43.518
That was seventeen hours ago.

00:45:44.197 --> 00:45:44.798
I replied,

00:45:45.518 --> 00:45:47.760
that's the late cancellation charge that

00:45:47.800 --> 00:45:49.902
is clearly displayed on page two of the

00:45:49.961 --> 00:45:52.382
two simple pages of new client paperwork

00:45:52.443 --> 00:45:53.143
that you signed.

00:45:55.407 --> 00:45:57.188
The client replied, Porus,

00:45:57.228 --> 00:45:59.989
my physical therapist, said it was fine.

00:46:00.989 --> 00:46:03.170
The appointments were also never sent to

00:46:03.210 --> 00:46:04.010
me via email.

00:46:04.050 --> 00:46:05.192
This is a young patient.

00:46:05.231 --> 00:46:07.253
They're under thirty.

00:46:07.293 --> 00:46:10.313
They're twenty-something, I think.

00:46:10.353 --> 00:46:11.815
Can we make this right,

00:46:12.275 --> 00:46:14.496
or we can go down a different route,

00:46:14.677 --> 00:46:15.097
Dave?

00:46:15.844 --> 00:46:19.807
I'm like, oh, man, because like, OK,

00:46:19.827 --> 00:46:21.449
so if you're if you're under thirty,

00:46:23.351 --> 00:46:24.831
I'm really trying not to be emotional

00:46:24.871 --> 00:46:25.092
here.

00:46:25.693 --> 00:46:27.653
But like and I don't want to spend

00:46:27.673 --> 00:46:29.615
a lot of money on legal fees or

00:46:29.695 --> 00:46:31.056
I know Tony's going to, you know,

00:46:31.137 --> 00:46:32.197
I need Tony to, you know,

00:46:32.637 --> 00:46:34.599
be like my Jedi Yoda and be like,

00:46:34.639 --> 00:46:35.340
it's not worth it.

00:46:35.360 --> 00:46:36.021
Who cares?

00:46:36.101 --> 00:46:37.862
And I also don't want it to be

00:46:37.882 --> 00:46:39.023
like a negative Google review.

00:46:39.043 --> 00:46:40.423
So I probably have to bite the bullet

00:46:40.443 --> 00:46:40.603
here.

00:46:41.465 --> 00:46:43.644
But I really wanted to email back this

00:46:43.664 --> 00:46:44.545
patient and say, like,

00:46:45.166 --> 00:46:46.286
I've been in New York City for ten

00:46:46.326 --> 00:46:46.565
years.

00:46:46.626 --> 00:46:48.226
You don't think that I have patients that

00:46:48.786 --> 00:46:50.367
are lawyers that would do this pro bono

00:46:50.507 --> 00:46:51.806
and I could outlast you?

00:46:52.226 --> 00:46:55.248
Like, that's what I really want to say.

00:46:55.768 --> 00:46:57.068
I want to come over the top.

00:46:57.487 --> 00:46:59.768
I want to jump off the top turnbuckle.

00:47:00.268 --> 00:47:03.469
And that's what I want to do.

00:47:03.610 --> 00:47:05.670
But this is a therapy session that happens

00:47:05.690 --> 00:47:06.949
to be a public live show.

00:47:07.449 --> 00:47:09.210
So what do you guys got for me?

00:47:09.271 --> 00:47:09.530
Jimmy?

00:47:10.603 --> 00:47:11.163
This break.

00:47:12.224 --> 00:47:14.184
This is I'm we're never going to get

00:47:14.224 --> 00:47:14.643
this right.

00:47:14.943 --> 00:47:15.184
Right.

00:47:15.844 --> 00:47:17.644
This is like one of those like chicken

00:47:17.684 --> 00:47:18.186
or egg things.

00:47:18.206 --> 00:47:20.065
Like, should we have a cancellation fee?

00:47:20.146 --> 00:47:21.286
And then some people will come in and

00:47:21.306 --> 00:47:23.527
go, why'd they cancel in the first place?

00:47:23.547 --> 00:47:24.967
It's a it's a communication error.

00:47:25.447 --> 00:47:27.228
It's like you can't charge them for this.

00:47:27.489 --> 00:47:28.329
But at the same token,

00:47:28.349 --> 00:47:30.530
like if I reserved studio time and didn't

00:47:30.570 --> 00:47:31.030
show up.

00:47:31.791 --> 00:47:33.434
You couldn't make – you're the studio.

00:47:33.474 --> 00:47:34.635
You couldn't rent that out because I

00:47:34.675 --> 00:47:35.335
reserved it.

00:47:35.775 --> 00:47:38.737
I'll go round and round in circles because

00:47:38.777 --> 00:47:39.918
then you could look and go, well,

00:47:41.460 --> 00:47:42.121
you charge this.

00:47:42.141 --> 00:47:43.021
You're going to lose that guy as a

00:47:43.061 --> 00:47:43.402
client.

00:47:43.422 --> 00:47:44.884
And then you come back and you go,

00:47:44.943 --> 00:47:45.123
well,

00:47:45.204 --> 00:47:46.846
if he's not willing to uphold his end

00:47:46.905 --> 00:47:47.585
of the bargain,

00:47:47.686 --> 00:47:48.686
I don't want him as a client.

00:47:48.746 --> 00:47:49.088
Fire him.

00:47:49.367 --> 00:47:49.807
Exactly.

00:47:49.989 --> 00:47:51.610
You're still winning –

00:47:53.429 --> 00:47:55.791
if you over explain and made this clear

00:47:55.851 --> 00:47:57.532
to me, I,

00:47:57.813 --> 00:48:00.074
I booked my haircut dude on this app

00:48:00.255 --> 00:48:03.056
Vigaro and it happened during like COVID.

00:48:03.097 --> 00:48:04.157
So now it's great.

00:48:04.898 --> 00:48:06.398
It was the awkward thing of like showing

00:48:06.478 --> 00:48:07.780
up and doing that like weird, like,

00:48:08.782 --> 00:48:09.643
You guys got an opening?

00:48:10.483 --> 00:48:11.844
And you're counting the heads, going,

00:48:11.885 --> 00:48:12.565
who's going with him?

00:48:13.085 --> 00:48:14.387
Now it's like, dude, ten-thirty,

00:48:14.487 --> 00:48:15.007
I'm your guy.

00:48:15.427 --> 00:48:16.969
And it makes me check out and makes

00:48:17.009 --> 00:48:18.530
me click okay every time.

00:48:18.809 --> 00:48:20.530
If I book with Rod and I don't

00:48:20.550 --> 00:48:21.391
show up with Rod,

00:48:21.711 --> 00:48:23.632
Rod gets forty bucks and Jimmy still looks

00:48:23.652 --> 00:48:24.653
like he has a mop on his head.

00:48:24.873 --> 00:48:25.494
I'm okay with it.

00:48:26.434 --> 00:48:27.356
So because I'm like,

00:48:27.436 --> 00:48:28.797
Rod is doing the math.

00:48:28.836 --> 00:48:29.976
How's Rod stay in business?

00:48:30.478 --> 00:48:32.438
He cuts hair every twenty seven minutes,

00:48:32.998 --> 00:48:34.340
sweeps for three and reloads.

00:48:34.619 --> 00:48:35.340
So I get it.

00:48:35.420 --> 00:48:37.302
So I am now on the camp of

00:48:37.362 --> 00:48:39.983
if I have over explained this.

00:48:40.023 --> 00:48:40.724
Sounds like you did.

00:48:41.465 --> 00:48:42.865
You owe me money because this is a

00:48:42.905 --> 00:48:43.706
business, baby.

00:48:44.166 --> 00:48:45.007
So, yeah.

00:48:47.141 --> 00:48:49.742
Yeah, I would say, you know,

00:48:49.782 --> 00:48:53.123
it's it's one of those deals where I

00:48:53.483 --> 00:48:55.565
tend to always take the easy way out.

00:48:56.224 --> 00:48:56.505
Now,

00:48:56.764 --> 00:48:58.565
not knowing this person on the other side,

00:48:58.606 --> 00:48:59.965
it's like you're going to have the

00:49:00.005 --> 00:49:02.586
individual that they're going to say stuff

00:49:02.606 --> 00:49:03.067
like that.

00:49:03.086 --> 00:49:03.766
And doesn't matter.

00:49:03.827 --> 00:49:04.648
Doesn't mean anything.

00:49:04.827 --> 00:49:07.007
You as soon as you said, you know,

00:49:07.047 --> 00:49:08.708
there's other things going on.

00:49:08.728 --> 00:49:11.030
There's always psychosocial and anxiety

00:49:11.070 --> 00:49:11.869
and all of these things.

00:49:12.630 --> 00:49:13.971
dynamics going on.

00:49:14.650 --> 00:49:16.972
You're going to have the occasional over

00:49:17.012 --> 00:49:21.112
the top who would rather lose tens of

00:49:21.152 --> 00:49:24.353
thousands of dollars just to prove a point

00:49:24.813 --> 00:49:26.835
that you were wrong and he was right.

00:49:28.215 --> 00:49:29.775
All of these things are very real

00:49:29.815 --> 00:49:31.416
scenarios that we've dealt with,

00:49:31.456 --> 00:49:32.757
we've faced.

00:49:33.157 --> 00:49:33.697
Obviously,

00:49:33.737 --> 00:49:36.557
the simplest solution would just be to

00:49:36.617 --> 00:49:39.179
say, okay, let's do this.

00:49:39.239 --> 00:49:40.739
This is our standard policy.

00:49:41.755 --> 00:49:42.635
This is what it is.

00:49:43.534 --> 00:49:45.215
I would be willing to send my physical

00:49:45.235 --> 00:49:47.215
therapist out for one more session,

00:49:47.516 --> 00:49:48.396
no extra fee.

00:49:48.416 --> 00:49:51.436
And, you know, leave it at that.

00:49:51.936 --> 00:49:53.938
Like what makes it a little easier in

00:49:53.978 --> 00:49:56.478
that situation is you're not the one doing

00:49:56.579 --> 00:49:56.739
it.

00:49:57.838 --> 00:50:00.139
You have a layer of distance between you

00:50:00.159 --> 00:50:01.880
because it's your therapist going out to

00:50:01.920 --> 00:50:02.320
do it.

00:50:02.820 --> 00:50:04.561
It's still going to cost you money,

00:50:04.840 --> 00:50:06.021
but at least then it's done.

00:50:06.701 --> 00:50:09.304
You know, the other options, you just say,

00:50:09.423 --> 00:50:09.943
I'm sorry.

00:50:10.005 --> 00:50:11.445
Unfortunately, this is the policy.

00:50:11.505 --> 00:50:12.367
My hands are tied.

00:50:13.208 --> 00:50:15.010
This is this is the agreement you signed.

00:50:15.110 --> 00:50:16.070
I'll attach it for you.

00:50:16.731 --> 00:50:18.233
I will share a personal story, though.

00:50:18.273 --> 00:50:20.014
So I was just on a phone call

00:50:20.054 --> 00:50:23.398
about a week ago with an elevator operator

00:50:23.619 --> 00:50:23.958
company.

00:50:24.471 --> 00:50:25.972
We have an elevator in our building.

00:50:26.494 --> 00:50:28.697
We've been a customer of this operator

00:50:28.757 --> 00:50:30.278
since two thousand and nine.

00:50:31.360 --> 00:50:33.563
We have an informal contract.

00:50:33.623 --> 00:50:35.547
We thought it was a twenty year contract.

00:50:35.567 --> 00:50:37.048
We're looking at selling the building.

00:50:37.108 --> 00:50:38.690
So we're looking at how do we wrap

00:50:38.731 --> 00:50:40.112
this contract up early?

00:50:41.177 --> 00:50:42.358
He wasn't going to budge.

00:50:42.599 --> 00:50:43.759
He had zero interest.

00:50:43.778 --> 00:50:44.498
I said, look, buddy,

00:50:44.639 --> 00:50:46.760
I am reaching out to you to say

00:50:47.239 --> 00:50:49.141
you have no leverage over me.

00:50:49.541 --> 00:50:50.561
You can't sue me.

00:50:50.862 --> 00:50:52.782
The LLC is going to dissolve as soon

00:50:52.822 --> 00:50:54.123
as the building is sold.

00:50:54.523 --> 00:50:56.623
Like, I want to make this right.

00:50:56.764 --> 00:50:57.963
I want to help you,

00:50:58.304 --> 00:50:59.605
but I'm also not going to pay for

00:50:59.704 --> 00:51:01.266
extra years of service we're not going to

00:51:01.306 --> 00:51:01.646
deliver.

00:51:02.981 --> 00:51:04.621
zero interest on his side.

00:51:04.661 --> 00:51:05.402
He was like, nope,

00:51:05.422 --> 00:51:06.141
this is what it is.

00:51:06.161 --> 00:51:07.163
This is what you commit to.

00:51:07.603 --> 00:51:09.304
We set the pricing based on a twenty

00:51:09.324 --> 00:51:09.884
year term.

00:51:09.923 --> 00:51:12.144
We will not terminate this early.

00:51:12.905 --> 00:51:14.985
And so it was frustrating.

00:51:15.027 --> 00:51:16.726
But as the consumer on my side,

00:51:16.746 --> 00:51:18.487
I'm like, I hang up.

00:51:18.947 --> 00:51:19.489
I'm like, all right,

00:51:19.528 --> 00:51:21.208
clearly this isn't going anywhere.

00:51:22.030 --> 00:51:22.590
We're done.

00:51:22.789 --> 00:51:24.570
And we ended the conversation.

00:51:25.472 --> 00:51:26.253
But what am I going to do?

00:51:26.753 --> 00:51:28.114
I'm not going to get an attorney.

00:51:28.193 --> 00:51:30.655
I'm not going to fight this like I'll

00:51:30.715 --> 00:51:32.818
probably just let it go to default.

00:51:33.177 --> 00:51:34.679
He's not going to get an attorney to

00:51:34.739 --> 00:51:36.460
try and collect on less money than the

00:51:36.501 --> 00:51:37.581
attorney is going to cost.

00:51:38.161 --> 00:51:39.742
But it's just a stupid situation.

00:51:40.324 --> 00:51:41.844
So what are you thinking about doing?

00:51:41.864 --> 00:51:41.945
Yeah.

00:51:41.965 --> 00:51:44.447
What's the this is the real life one.

00:51:44.487 --> 00:51:45.407
This is reality TV.

00:51:46.606 --> 00:51:47.068
Well, so yeah,

00:51:47.487 --> 00:51:49.489
nine hours ago was the last email from

00:51:49.510 --> 00:51:50.110
this patient.

00:51:51.391 --> 00:51:52.994
And can I ask you guys, I think,

00:51:53.094 --> 00:51:54.094
I mean, this is a threat.

00:51:54.976 --> 00:51:56.898
Can we make this right or we can

00:51:56.938 --> 00:51:57.940
go down a different route?

00:51:58.219 --> 00:51:59.601
Yeah, it's a threat.

00:51:59.641 --> 00:52:00.523
I mean, that's a threat.

00:52:00.802 --> 00:52:01.322
That's a threat.

00:52:01.384 --> 00:52:03.125
Now, your boy...

00:52:05.349 --> 00:52:07.811
I do not like threats.

00:52:08.773 --> 00:52:09.594
I don't make threats.

00:52:09.634 --> 00:52:12.956
I'm not trying to cause trouble elsewhere,

00:52:12.996 --> 00:52:13.197
right?

00:52:13.637 --> 00:52:14.617
I like to stay in my lane.

00:52:15.458 --> 00:52:18.041
But I don't deal well with this.

00:52:18.400 --> 00:52:18.882
Literally,

00:52:19.021 --> 00:52:22.704
I just had an attorney that I was

00:52:22.724 --> 00:52:26.347
just texting today or yesterday who just

00:52:26.367 --> 00:52:27.148
had a procedure.

00:52:27.809 --> 00:52:29.952
I have some legal...

00:52:31.411 --> 00:52:33.753
support a text away a phone call away

00:52:34.393 --> 00:52:36.016
uh to pull some strings if i needed

00:52:36.056 --> 00:52:37.496
to but yeah i mean but then it's

00:52:37.516 --> 00:52:39.518
like that's a distraction right and i and

00:52:39.559 --> 00:52:40.860
i try to come back to like what

00:52:40.900 --> 00:52:43.523
would what would tony do he he's uh

00:52:43.603 --> 00:52:45.005
i'm not i'm not necessarily saying you're

00:52:45.085 --> 00:52:46.626
older tony i'm just saying you have a

00:52:46.666 --> 00:52:49.028
lot more you have wisdom you have a

00:52:49.088 --> 00:52:51.190
few extra uh you know laps around the

00:52:51.231 --> 00:52:52.893
sun so um

00:52:55.003 --> 00:52:57.144
Also, it didn't help that my therapist,

00:52:57.865 --> 00:52:58.927
real quick, and then we'll get to that.

00:52:58.967 --> 00:53:00.750
My therapist, Porus, I said, Porus,

00:53:00.789 --> 00:53:02.911
please send me the text messages because

00:53:03.052 --> 00:53:05.454
all my therapists are coached and guided

00:53:05.954 --> 00:53:07.657
to have a paper trail,

00:53:07.697 --> 00:53:09.398
a digital paper trail exactly for this.

00:53:09.800 --> 00:53:10.460
She said, please.

00:53:11.445 --> 00:53:13.527
please send me either the email or the

00:53:13.586 --> 00:53:16.608
text correspondence with timestamps where

00:53:16.668 --> 00:53:19.692
you confirm these visits with your client.

00:53:20.413 --> 00:53:21.954
And then when they late canceled them,

00:53:22.253 --> 00:53:22.414
right?

00:53:22.454 --> 00:53:23.695
So now it's crystal clear.

00:53:23.896 --> 00:53:25.476
We have the receipts.

00:53:26.318 --> 00:53:27.157
And so he sent me that.

00:53:27.197 --> 00:53:28.318
And then one of the lines that my

00:53:28.458 --> 00:53:31.641
therapist said to the client was, oh,

00:53:31.702 --> 00:53:32.483
you know, it's all right.

00:53:32.523 --> 00:53:33.284
It's fine or whatever.

00:53:33.324 --> 00:53:34.023
And I'm like, I said,

00:53:34.063 --> 00:53:35.666
I'm texting my therapist for it's like,

00:53:36.552 --> 00:53:37.972
Why did you say this is fine?

00:53:38.233 --> 00:53:40.554
There's other ways to say, like,

00:53:40.693 --> 00:53:43.855
I understand you overslept or you had a

00:53:43.875 --> 00:53:46.255
headache or a bellyache or whatever the

00:53:46.315 --> 00:53:46.615
reason,

00:53:46.655 --> 00:53:49.996
but our new client paperwork says for any

00:53:50.036 --> 00:53:50.858
medical condition,

00:53:51.197 --> 00:53:52.938
including COVID or hospitalization or

00:53:52.958 --> 00:53:54.179
whatever, like it's just,

00:53:54.338 --> 00:53:56.579
it's a late cancel no matter what, right?

00:53:56.599 --> 00:53:56.960
So it's all,

00:53:57.019 --> 00:53:58.179
all that is stipulated in there.

00:53:59.039 --> 00:54:00.121
What was, cause I'm on mobile.

00:54:00.141 --> 00:54:01.320
What did David Rubin say?

00:54:01.740 --> 00:54:03.121
I've given you legal advice.

00:54:03.382 --> 00:54:05.342
There's a lawyer in California named Kim

00:54:05.842 --> 00:54:11.887
Kardashian like this.

00:54:12.047 --> 00:54:13.807
That's common of the day, David.

00:54:13.827 --> 00:54:14.228
Thank you.

00:54:16.028 --> 00:54:16.369
Yeah.

00:54:16.509 --> 00:54:18.130
So so I mean,

00:54:18.230 --> 00:54:19.170
it's totally up to you.

00:54:19.190 --> 00:54:20.931
You are one hundred percent in the right

00:54:20.992 --> 00:54:23.152
to just say, no, this is the policy.

00:54:23.713 --> 00:54:25.014
You know, thank you for your business.

00:54:26.215 --> 00:54:28.797
Um, you're also totally fine to,

00:54:29.498 --> 00:54:31.500
I will say though, from my understanding,

00:54:31.539 --> 00:54:32.460
not as an attorney,

00:54:32.500 --> 00:54:34.041
but somebody who has talked to many

00:54:34.081 --> 00:54:34.661
attorneys,

00:54:36.061 --> 00:54:37.983
it doesn't matter what Borset it's,

00:54:38.103 --> 00:54:39.525
what was the signed agreement?

00:54:40.425 --> 00:54:40.525
Um,

00:54:40.744 --> 00:54:42.867
I shared a YouTube video with you guys

00:54:42.907 --> 00:54:43.666
yesterday and,

00:54:43.847 --> 00:54:46.588
and this very successful real estate

00:54:46.628 --> 00:54:47.309
person said,

00:54:47.909 --> 00:54:49.771
people are closing a hundred million

00:54:49.811 --> 00:54:52.293
dollar deals for real estate on text.

00:54:52.913 --> 00:54:54.074
And he said one of the reasons is

00:54:54.114 --> 00:54:55.275
because they don't want to waste time on

00:54:55.315 --> 00:54:55.655
the phone.

00:54:55.954 --> 00:54:57.155
Time is too valuable.

00:54:58.016 --> 00:54:59.717
Maybe we'll talk about that next episode.

00:55:00.097 --> 00:55:01.719
Second reason is because there is a paper

00:55:01.760 --> 00:55:04.862
trail like you have a clear evidence of

00:55:05.081 --> 00:55:06.762
the agreements and what was said and what

00:55:06.782 --> 00:55:07.224
was signed.

00:55:07.264 --> 00:55:07.384
Now,

00:55:07.423 --> 00:55:09.465
I know Boris said that probably on text,

00:55:09.505 --> 00:55:13.347
but regardless, you're in the right.

00:55:13.608 --> 00:55:14.329
You're fine.

00:55:14.429 --> 00:55:15.789
If you don't want to give the money

00:55:15.809 --> 00:55:17.371
back or give them a session,

00:55:17.690 --> 00:55:18.211
don't do it.

00:55:19.059 --> 00:55:20.320
People threats are cheap.

00:55:20.400 --> 00:55:21.440
I get threats all the time.

00:55:21.481 --> 00:55:22.322
I don't care about threats.

00:55:22.342 --> 00:55:23.784
They don't bother me half the time.

00:55:23.884 --> 00:55:24.463
They're funny.

00:55:26.126 --> 00:55:28.447
But I would just say stick to your

00:55:28.487 --> 00:55:30.028
guns if you want to,

00:55:30.349 --> 00:55:31.570
if you feel offended.

00:55:31.791 --> 00:55:33.972
But don't let your emotion make you make

00:55:33.992 --> 00:55:34.773
a stupid decision.

00:55:35.213 --> 00:55:35.434
Yeah.

00:55:35.494 --> 00:55:36.655
You know,

00:55:36.675 --> 00:55:38.396
there's no wrong or right answer.

00:55:38.878 --> 00:55:39.097
Yeah.

00:55:39.117 --> 00:55:39.858
Type the email.

00:55:41.014 --> 00:55:41.655
Delete the email.

00:55:41.675 --> 00:55:42.436
Then delete it.

00:55:42.556 --> 00:55:42.835
Yeah.

00:55:43.317 --> 00:55:44.717
I've worked for people who have typed the

00:55:44.797 --> 00:55:45.938
email, sent the email,

00:55:46.298 --> 00:55:47.639
and then it leads to more emails.

00:55:47.659 --> 00:55:49.221
I'm like, what's your end game here?

00:55:49.920 --> 00:55:50.501
But yeah,

00:55:51.001 --> 00:55:52.563
I don't think you can necessarily lose.

00:55:52.682 --> 00:55:53.643
You're going to win either way.

00:55:53.664 --> 00:55:55.764
It's just you get to choose which door

00:55:55.784 --> 00:55:57.126
to walk through.

00:55:57.166 --> 00:55:58.286
But what are you charging a session?

00:56:00.222 --> 00:56:01.302
So this patient,

00:56:01.724 --> 00:56:02.644
we're charging their out-of-network

00:56:02.664 --> 00:56:03.085
insurance.

00:56:03.106 --> 00:56:04.186
It's a really good insurance,

00:56:05.007 --> 00:56:06.510
but the late cancel fee is three hundred

00:56:06.530 --> 00:56:07.110
fifty dollars.

00:56:07.190 --> 00:56:10.554
So their copay was like twenty dollars per

00:56:10.596 --> 00:56:11.697
visit through their out-of-network

00:56:11.717 --> 00:56:13.039
insurance and their out-of-network pays

00:56:13.318 --> 00:56:14.079
really, really well.

00:56:14.983 --> 00:56:16.704
but there were two late cancellations.

00:56:16.744 --> 00:56:17.724
We're talking about just one,

00:56:17.744 --> 00:56:19.186
but there was actually four scheduled

00:56:19.206 --> 00:56:20.827
visits, late canceled two.

00:56:20.927 --> 00:56:25.851
So already that's a red flag.

00:56:25.891 --> 00:56:28.733
So the signed paperwork, size twelve font,

00:56:28.793 --> 00:56:30.735
very normal size font on two pages of

00:56:30.795 --> 00:56:31.695
new client paperwork,

00:56:32.500 --> 00:56:35.121
Three hundred fifty dollars in bold is the

00:56:35.402 --> 00:56:36.061
late cancellation.

00:56:36.181 --> 00:56:38.083
And the next sentence describes what's a

00:56:38.123 --> 00:56:39.483
late cancellation and what's a no show.

00:56:39.585 --> 00:56:40.905
And that falls into this.

00:56:41.985 --> 00:56:42.927
Look, look, look, look.

00:56:43.766 --> 00:56:45.447
Oh, maybe this is a teaser topic.

00:56:46.889 --> 00:56:47.750
I just traveled.

00:56:47.869 --> 00:56:49.490
And when you book hotels,

00:56:50.291 --> 00:56:51.911
I can lock in a rate of two

00:56:51.931 --> 00:56:53.994
hundred fifty dollars a night right now,

00:56:54.273 --> 00:56:55.855
knowing I could cancel within twenty four

00:56:55.894 --> 00:56:56.235
hours,

00:56:56.795 --> 00:56:58.317
less than twenty four hours due to check

00:56:58.336 --> 00:56:59.077
in like eight a.m.

00:56:59.777 --> 00:57:00.438
That's my room,

00:57:00.518 --> 00:57:01.539
whether I'm in it or not.

00:57:02.585 --> 00:57:04.068
I can pay – instead of two hundred

00:57:04.088 --> 00:57:05.068
and fifty dollars for the room,

00:57:05.329 --> 00:57:07.630
I can pay two eighty seven and then

00:57:07.670 --> 00:57:08.771
I can cancel whenever.

00:57:08.851 --> 00:57:10.514
Like they have those – you've seen that

00:57:10.534 --> 00:57:11.114
I'm sure, right?

00:57:11.815 --> 00:57:12.956
So what they're saying is like you're

00:57:12.996 --> 00:57:15.418
paying for flexibility and the ability to

00:57:15.518 --> 00:57:15.938
opt out.

00:57:16.639 --> 00:57:17.559
It's not an accident.

00:57:17.619 --> 00:57:19.422
I'm sure there's some actuary or numbers

00:57:19.481 --> 00:57:22.364
guy who's like people –

00:57:21.684 --> 00:57:22.463
We'll risk it.

00:57:22.563 --> 00:57:24.144
Like, have you ever bought trip insurance?

00:57:24.284 --> 00:57:26.224
I've never spent the extra twenty seven

00:57:26.244 --> 00:57:26.465
dollars.

00:57:26.545 --> 00:57:27.106
Oh, look at that.

00:57:27.166 --> 00:57:27.326
Yes.

00:57:27.405 --> 00:57:28.065
I know.

00:57:28.226 --> 00:57:28.686
On airplanes,

00:57:28.726 --> 00:57:30.887
especially around December or January.

00:57:30.907 --> 00:57:31.427
Yeah.

00:57:31.447 --> 00:57:32.907
But like they understand.

00:57:33.146 --> 00:57:33.266
Like,

00:57:33.327 --> 00:57:34.487
I don't know if we've talked about that.

00:57:34.507 --> 00:57:35.347
So this is a good teaser.

00:57:35.367 --> 00:57:36.047
It's like hotel.

00:57:36.168 --> 00:57:38.409
The hotel model to your session is one

00:57:38.429 --> 00:57:39.369
hundred and fifty dollars.

00:57:40.088 --> 00:57:41.268
But it's one seventy five.

00:57:41.309 --> 00:57:43.269
And if you cancel, it's you know,

00:57:43.329 --> 00:57:44.730
it's free and you can come back whenever.

00:57:45.250 --> 00:57:45.690
I don't know.

00:57:46.371 --> 00:57:48.070
I got to step out my parting shot.

00:57:48.130 --> 00:57:48.550
Dave,

00:57:48.751 --> 00:57:50.512
do what makes you sleep well at night.

00:57:51.092 --> 00:57:52.012
That's the bottom line.

00:57:52.072 --> 00:57:53.371
Like your money is not going to make

00:57:53.411 --> 00:57:54.391
a difference in your life.

00:57:54.853 --> 00:57:56.333
You do what makes you sleep well at

00:57:56.373 --> 00:57:56.693
night.

00:57:57.132 --> 00:57:57.532
Guys,

00:57:57.773 --> 00:57:59.253
I will see you on the next episode

00:57:59.673 --> 00:58:00.353
on Thursday.

00:58:01.201 --> 00:58:02.641
I think my parting shot,

00:58:02.661 --> 00:58:03.202
I'm just going to say,

00:58:03.322 --> 00:58:04.684
I think I'm going to slow play this.

00:58:04.764 --> 00:58:07.186
I might reply in the email something like,

00:58:07.766 --> 00:58:09.148
are you threatening me?

00:58:09.228 --> 00:58:12.510
And I'll put the ball back in his

00:58:12.530 --> 00:58:12.690
court.

00:58:12.710 --> 00:58:14.452
Does he want to double down?

00:58:14.672 --> 00:58:15.432
And then we'll see.

00:58:15.673 --> 00:58:16.253
At the end of the day,

00:58:16.474 --> 00:58:17.735
I actually don't want...

00:58:18.456 --> 00:58:19.496
a one-star Google review.

00:58:19.996 --> 00:58:21.617
That's one thing that I don't want.

00:58:21.657 --> 00:58:23.219
I don't want a bad review on Google

00:58:23.259 --> 00:58:23.599
or Yelp,

00:58:23.639 --> 00:58:25.559
which absolutely this person could do.

00:58:26.280 --> 00:58:29.621
And so because of online reviews and how

00:58:29.641 --> 00:58:30.601
they can affect businesses,

00:58:31.242 --> 00:58:32.702
or I don't want him to tell ten

00:58:32.722 --> 00:58:35.005
of his friends to go post a one-star

00:58:35.025 --> 00:58:36.585
Google review and kind of attack a

00:58:36.625 --> 00:58:37.266
business like that.

00:58:37.286 --> 00:58:37.985
So we live in the world.

00:58:38.005 --> 00:58:39.407
That's the leverage that

00:58:40.682 --> 00:58:42.443
this person might have in my mind.

00:58:42.983 --> 00:58:43.664
But at the same time,

00:58:43.744 --> 00:58:44.385
I agree with Tony,

00:58:44.425 --> 00:58:45.184
like the money doesn't make,

00:58:45.625 --> 00:58:46.806
it doesn't matter either way.

00:58:47.525 --> 00:58:48.686
So it's probably not worth it.

00:58:48.726 --> 00:58:50.266
Although, you know, I'm a fighter.

00:58:50.626 --> 00:58:51.927
I'm not, I'm a lover and a fighter,

00:58:51.987 --> 00:58:52.327
but like,

00:58:52.867 --> 00:58:54.849
I'm totally cool with fighting this and

00:58:54.909 --> 00:58:55.748
still sleeping well.

00:58:55.809 --> 00:58:56.989
So what do you got, Jimmy?

00:58:57.389 --> 00:58:57.630
I agree.

00:58:57.670 --> 00:58:57.851
All right.

00:58:57.891 --> 00:59:00.293
So my my parting shot was the post

00:59:00.313 --> 00:59:01.394
that I shared this morning.

00:59:01.536 --> 00:59:03.038
And I'll just I'll share it here on

00:59:03.097 --> 00:59:03.478
LinkedIn.

00:59:04.219 --> 00:59:04.880
I did one of those.

00:59:05.440 --> 00:59:06.181
I did a fake one.

00:59:06.722 --> 00:59:08.204
It's like I turned forty six today.

00:59:08.565 --> 00:59:10.447
Here are forty six lessons I've learned.

00:59:10.467 --> 00:59:11.548
Have you seen posts like this?

00:59:11.588 --> 00:59:13.451
And then people will do like forty six

00:59:13.490 --> 00:59:15.172
different one liners like for attention.

00:59:15.934 --> 00:59:16.914
Mine essentially is this.

00:59:16.974 --> 00:59:18.295
Number one, you don't need another list.

00:59:18.775 --> 00:59:19.255
Number two,

00:59:19.434 --> 00:59:21.356
go live some valuable lessons instead of

00:59:21.436 --> 00:59:23.317
reading lists from idiots like me on

00:59:24.157 --> 00:59:24.538
LinkedIn.

00:59:24.918 --> 00:59:26.458
But number three, thank a veteran today.

00:59:26.498 --> 00:59:28.159
There's a lot of talk about veterans today

00:59:28.179 --> 00:59:30.219
in the last few weeks with the government

00:59:30.239 --> 00:59:32.340
shutdown act of service women and men.

00:59:32.940 --> 00:59:35.141
Thank a veteran today and thank every day.

00:59:35.902 --> 00:59:38.043
Dave Kittle for Tony Meritato.

00:59:38.202 --> 00:59:40.923
Make sure you follow all the things on

00:59:41.023 --> 00:59:42.905
socials and we'll see you guys back on

00:59:43.105 --> 00:59:44.326
Thursday.

00:59:44.346 --> 00:59:44.925
Thanks for listening.