Understand What Game You’re Playing

WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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All right.

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Good morning here on PT Breakfast Club.

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We got the, we got the,

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I call it the drunk mariachi band sound

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effect in the background.

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That's the music.

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He's Tony Meritato.

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I'm Jimmy McKay.

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Dave Kittle.

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He's probably, he's probably coming along.

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He's probably, he's probably in traffic.

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He lives in New York City.

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He's probably,

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he's probably caught in traffic.

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We've got some interesting,

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we got some interesting topics today,

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but I was just telling Tony before we

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went live.

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Playing golf this weekend,

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which I do two point three times per

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year,

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it's usually in direct proportion to how

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many of my friends are getting married.

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That's like more friends getting married

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that year, more golf, less friends,

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less golf.

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We had talked earlier about like a

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business model where if you've got someone

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who's older and they still want to golf,

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do you hire the physical therapist to play

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the round of golf with them?

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Yeah.

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And I don't know if I've ever seen

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that was I feel like a year ago.

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I don't know if I've seen anybody do

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that yet.

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Still a viable idea.

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And I feel like we're getting closer.

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I feel like a year ago was ten

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years ago in terms of acceptance time for

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a topic like that.

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So switch out golf, fishing, hiking,

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biking,

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like Dave in the park having a catch.

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Switch out whatever activity you want.

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This all originated from Ryan Pineda,

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the YouTuber who was like, hey,

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I've never played golf.

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I want to start playing golf,

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but I want to optimize my time.

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People want to come consult with me.

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I'm going to charge, I don't remember,

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two, three thousand dollars.

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We'll do a round of golf.

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I'll put together a foursome.

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And that kind of inspired me to think

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like, yeah, you know,

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there's so many adults who aren't

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confident, don't feel safe,

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are concerned about falling on the golf

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course.

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You, the physical therapist,

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make them go out there safely.

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You help keep them out of trouble.

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You stop the problem before it happens.

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And you get to play around the golf.

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But, you know,

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we could be anything fishing and other

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stuff that I mentioned.

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You charge a premium rate for it because

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these individuals wouldn't be able to do

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it without you anyway.

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Yeah.

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And you put it maybe a small group

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or you do one on one.

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It doesn't matter.

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This we talked about going to baseball

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games like this is something that you're

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right.

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I have not seen it happen.

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I have not seen it gain traction.

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I think we're just too busy.

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Yeah, we're too busy.

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We don't get off the hamster wheel.

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And because of that,

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we never give it a chance to grow

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roots.

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Let me, let me,

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let me push back on you.

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What would you have to charge?

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Because golf takes three, four hours.

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What, you know, what, and you're,

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so you're not working in your,

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how many P I think that's where people

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hesitate for a half a day of not

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being in the clinic.

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Oh my God.

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But how many of these clients would you

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have to find and play a round of

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golf or be with them on a round

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of golf per month to exceed that?

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So how would you work backwards from...

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Because I think this is a big hesitation.

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I think people are with you so far.

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And then I was helping someone yesterday

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write a one pager for a sponsorship.

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Same thing.

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And she literally said,

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my finger is hovering above the enter

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button.

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And I said, I think I gave her,

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I'll find the actual text conversation.

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But I said, what do you worry about?

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If they say no,

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you're going to have exactly the same

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amount of money you have now.

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And if they say yes,

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you're going to have a whole lot more.

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And this person had asked three times for

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a one pager to be sent to them.

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So this is a weird relationship with

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money.

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How would you work backwards to price

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this?

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And if you're just joining,

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as we say good morning to Dave,

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if you're going to have a physical

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therapist follow you on the golf course,

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I feel like this is something concierge

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pain relief could have on the menu.

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So walk me backwards how you guys would

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price this.

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This is where you go back to the

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same kind of three pricing methodologies.

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You either price it based on what other

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people are selling a similar service for,

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which nobody is selling this service,

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or you go to like Titleist or TPI

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guys, you know,

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and see what they're charging.

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You do it based on your cost.

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Well,

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if I would be in the clinic making,

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you know, a hundred,

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a hundred and fifty an hour,

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I'm going to be out of the clinic

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for six to eight hours.

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What is the cost of that?

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Or you price it based on value.

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What is it worth to the individual?

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Somebody who hasn't golfed in three or

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four years because they've had

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Parkinson's, they've been falling,

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they're unsafe, they're uncomfortable.

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You know,

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is it worth a twenty five hundred dollar

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a day?

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Absolutely.

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And then you say, OK, well,

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everybody can't afford that.

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No, they cannot.

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Everybody can't afford to live in New York

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and they shouldn't be able to if you

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can't afford it.

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I can't afford everything either.

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You offer it to the people who can

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afford it.

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And, you know,

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either of those three pricing

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methodologies, it does not matter.

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Just get it out there.

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Is this something you think you could sell

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in New York City, Dave?

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I'm going to answer what I think.

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I'm going to say, yeah, I would say,

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yeah.

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You might be on mute there, Dave.

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Hang on.

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Give me some more context because I was

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coming in late and adjusting my AirPods

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here.

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We talked a while ago about a physical

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therapist accompanying you on a round of

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golf.

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So they would be there for all the

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things.

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Listen,

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you can take lessons from a pro on

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the range and then go out and play

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golf.

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Or you can have that person in your

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back pocket and say,

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I want to speed up my...

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improvement education and i'm willing to

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pay a premium for that now i've got

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this person's eyes on me for eighteen

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holes when i'm actually out there not on

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the range which is usually perfect

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conditions

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So this is you pitching us this type

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of an offer,

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or this is Tony's idea in terms of

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presenting it to...

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Tony had brought it up a while ago,

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and I was just saying, hey,

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I feel like that was a year or

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two ago that we heard about that.

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And then I hope and pray that someone

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steals it and does it,

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and then I see them.

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The biggest compliment, I think,

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for what we do here on a live

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stream,

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and I don't want to speak for you

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guys, but for me,

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Is a year from now, someone's like, yeah,

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man, July, twenty twenty six.

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I watched this episode and I listened to

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it three times in my car and I

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quit.

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You know,

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I decided that day I would then begin

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building my thing.

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And then a year later,

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they DM us and they go,

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this started with you guys.

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Like and it's not because of us.

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It's just the fact that we're shooting our

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mouths off with ideas.

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So I'm hoping to see the concierge golf

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PT somewhere.

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Yeah.

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I mean, and there's a,

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there's a bunch of, uh,

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PTs doing this in terms of just like

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golf focused.

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Um, my, a couple of initial thoughts,

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one would be,

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it would be a good front end offer.

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It could also be a good backend offer.

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So for us, like we have more,

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you know, sixty, seventy,

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eighty year old retired professionals who

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want to get back to golf where

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The initial offer is just like the first

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visit evaluation, right?

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Like home visit and they're banged up.

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They got discharged from a hospital.

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They have significant back pain,

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something different, right?

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And then it's like,

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so it's the evaluation.

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Then it's like the plan of care.

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And then getting back to golf might be

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like the second or third goal.

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like the one guy who i posted on

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social media it's kind of like getting

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back to putting in his living room that

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was like one goal and then it was

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then it was getting back to the golf

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simulator for like an hour rental but he's

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not gripping and ripping for a full hour

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right so it was like a dynamic stretch

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and he took his time and all that

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then it was like okay golf simulator

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multiple times and

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being obsessed with the data and like,

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okay, I'm hitting it further.

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I'm making some progress.

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Right.

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Then, then it could be like, Hey,

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we also have this offer,

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which is X amount of dollars for a

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doc, your,

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your doctor of physical therapy to

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accompany you to the nine holes of golf.

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And then eventually maybe a full round of

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golf.

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Right.

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So for us,

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the way it fits in is we just

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haven't advertised upfront.

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So for us,

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it's almost like more of a backend offer,

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but I think that also,

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can be lost, right?

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Like, so it's,

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I'm sure Tony would have better ideas in

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terms of like,

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why not also put it in the front

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and then it might motivate those types of

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people to want to work with us.

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and maybe you know maybe tony can give

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some other ideas in terms of like let's

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say it was like someone that had a

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knee replacement they sold that they still

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might need tony and his his plan of

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care and his rehab and then maybe the

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golf is somewhere during the plan of care

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but it's a it's a separate event it's

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a separate dollar amount it's a separate

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purchase separate from the uh covered

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service of physical therapy

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You don't call it a front-end offer or

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a back-end offer.

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You call it the front nine and the

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back nine.

00:09:13.847 --> 00:09:15.288
Listen, it's got to have a name, guys.

00:09:15.350 --> 00:09:16.230
It's got to have a name.

00:09:16.250 --> 00:09:16.951
That's what you do.

00:09:17.010 --> 00:09:17.371
But guys,

00:09:17.471 --> 00:09:19.453
no one would pay for something like this.

00:09:19.614 --> 00:09:20.595
No one would – oh,

00:09:20.615 --> 00:09:21.475
would you look at that.

00:09:22.397 --> 00:09:23.216
Have you guys ever heard of these

00:09:23.256 --> 00:09:23.778
services?

00:09:25.419 --> 00:09:26.080
No.

00:09:26.240 --> 00:09:27.922
I just Googled catty girls.

00:09:28.442 --> 00:09:28.523
Oh,

00:09:28.562 --> 00:09:30.104
this is what they do during the day?

00:09:30.804 --> 00:09:31.645
This is what they do during the day.

00:09:34.221 --> 00:09:40.866
You can rent fitness models to be caddies

00:09:41.187 --> 00:09:43.087
for your foursome.

00:09:43.729 --> 00:09:44.908
People don't pay for stuff like this.

00:09:45.129 --> 00:09:46.510
Now, the biggest mistake of this,

00:09:46.530 --> 00:09:48.971
and I do not get an affiliate code,

00:09:49.351 --> 00:09:50.732
it's the caddy girls from the

00:09:50.753 --> 00:09:51.953
caddygirls.com.

00:09:52.455 --> 00:09:54.735
How are you not playing off of that

00:09:54.755 --> 00:09:55.797
girl, Alex, and just calling,

00:09:56.336 --> 00:09:57.018
call me caddy?

00:10:00.293 --> 00:10:01.734
But no one would pay for something like

00:10:01.774 --> 00:10:02.095
this.

00:10:02.274 --> 00:10:03.956
And yet organizations like this exist

00:10:04.235 --> 00:10:05.236
because they're like people,

00:10:05.537 --> 00:10:07.058
they will not pay for it if you

00:10:07.099 --> 00:10:10.701
do not let them swipe a credit card

00:10:10.741 --> 00:10:11.402
and give them an offer.

00:10:11.883 --> 00:10:13.703
You have a hundred percent zero, sorry,

00:10:13.744 --> 00:10:15.144
a hundred percent chance of getting zero

00:10:15.164 --> 00:10:15.465
dollars,

00:10:15.926 --> 00:10:17.246
which is the wrong side of the math

00:10:17.287 --> 00:10:17.927
equation to be on.

00:10:18.347 --> 00:10:19.249
So I'm still waiting for this.

00:10:19.568 --> 00:10:21.149
I did find that I have to reschedule

00:10:21.169 --> 00:10:21.629
with the guy.

00:10:23.451 --> 00:10:26.754
He is a physical therapist online only for

00:10:27.898 --> 00:10:29.097
people who are in dental.

00:10:29.479 --> 00:10:30.938
So dentists and a lot of, he said,

00:10:31.019 --> 00:10:31.839
more hygienists.

00:10:32.480 --> 00:10:32.840
He's like,

00:10:33.220 --> 00:10:34.721
talk about niche within a niche.

00:10:35.081 --> 00:10:37.261
Just healthcare providers, just dentists,

00:10:37.402 --> 00:10:38.581
really just for hygienists.

00:10:38.601 --> 00:10:39.761
He's like, they're banged up, man.

00:10:39.962 --> 00:10:41.363
And this is their livelihood.

00:10:41.643 --> 00:10:43.543
So that's what he does.

00:10:45.184 --> 00:10:45.384
Okay.

00:10:45.504 --> 00:10:46.144
Tony's making deals.

00:10:46.884 --> 00:10:51.647
I want to talk about the Instagram story

00:10:51.667 --> 00:10:54.107
that you shared with the trainer.

00:10:55.966 --> 00:10:58.210
where he was teaching older adults how to

00:10:58.370 --> 00:11:00.111
fall or how not to fall,

00:11:00.131 --> 00:11:00.993
but exactly why.

00:11:01.293 --> 00:11:01.933
He essentially,

00:11:02.014 --> 00:11:03.196
like if I had to talk to a

00:11:03.235 --> 00:11:03.556
PT,

00:11:03.576 --> 00:11:04.616
I would say it looked like he was

00:11:04.658 --> 00:11:07.541
walking through like an LSVT big prep

00:11:07.561 --> 00:11:09.503
course, but he's a trainer, right?

00:11:09.543 --> 00:11:10.605
So Tony, tell me about that video.

00:11:11.833 --> 00:11:12.975
Real quick, before we do,

00:11:13.054 --> 00:11:14.316
Dave's a hundred percent right.

00:11:14.375 --> 00:11:17.639
My patients say, don't buy green bananas.

00:11:17.719 --> 00:11:20.321
Like they know they don't have enough time

00:11:20.360 --> 00:11:21.841
to like get stronger,

00:11:21.881 --> 00:11:22.903
improve your mobility,

00:11:22.962 --> 00:11:23.964
work on your fitness,

00:11:24.004 --> 00:11:24.923
do all of these things,

00:11:24.943 --> 00:11:26.546
then start putting, then start chipping,

00:11:26.586 --> 00:11:28.287
then start like, they're like, no,

00:11:28.307 --> 00:11:29.408
let's just go out and play.

00:11:29.488 --> 00:11:30.568
Let's just get out there,

00:11:30.609 --> 00:11:31.750
go out and hit the ball.

00:11:31.909 --> 00:11:33.850
Even if it goes ten yards and dribbles

00:11:33.890 --> 00:11:34.552
into a ditch.

00:11:35.552 --> 00:11:36.933
Don't buy green bananas.

00:11:37.274 --> 00:11:38.235
So morbid.

00:11:38.934 --> 00:11:40.856
Yeah, I've been following,

00:11:40.996 --> 00:11:42.918
there's two kind of channels I've been

00:11:42.937 --> 00:11:43.938
following on Instagram.

00:11:43.979 --> 00:11:45.960
I'm sure there's a thousand more behind

00:11:46.000 --> 00:11:46.240
them.

00:11:46.681 --> 00:11:48.562
These are not physical therapists.

00:11:48.682 --> 00:11:49.442
I don't know exactly.

00:11:50.062 --> 00:11:51.283
One says RN,

00:11:51.604 --> 00:11:52.884
so I don't know if he's a nurse,

00:11:52.945 --> 00:11:54.306
but two guys,

00:11:54.785 --> 00:11:57.368
they've got a bunch of geriatrics and

00:11:57.388 --> 00:11:58.649
they're working on falling.

00:11:58.948 --> 00:12:00.690
I actually shared a video and maybe this

00:12:00.710 --> 00:12:02.312
is why it came up in my algorithm.

00:12:03.011 --> 00:12:05.754
where I was doing like forward rolls and

00:12:06.414 --> 00:12:07.475
fall recovery,

00:12:07.556 --> 00:12:09.157
I call it instead of prevention.

00:12:09.177 --> 00:12:12.539
And then I saw these guys and I'm

00:12:12.580 --> 00:12:13.541
like, first,

00:12:13.860 --> 00:12:16.823
where do they find these are like, sixty,

00:12:16.864 --> 00:12:17.244
seventy,

00:12:17.403 --> 00:12:20.245
eighty year old adults who are willing to.

00:12:20.285 --> 00:12:20.407
Yeah.

00:12:21.047 --> 00:12:23.408
simulate falling, fall on mats,

00:12:23.448 --> 00:12:24.470
fall on carpet,

00:12:24.629 --> 00:12:26.250
like sit down and lay back.

00:12:26.711 --> 00:12:28.432
I can't get a single person in my

00:12:28.471 --> 00:12:31.754
clinic without like begging them to even

00:12:31.875 --> 00:12:32.875
sit on the ground.

00:12:34.133 --> 00:12:34.913
So first,

00:12:35.133 --> 00:12:36.214
I don't know how they handle the

00:12:36.254 --> 00:12:36.875
liability.

00:12:37.355 --> 00:12:38.376
I don't know where they find the

00:12:38.417 --> 00:12:39.937
individuals willing to challenge

00:12:39.957 --> 00:12:41.418
themselves and do this.

00:12:42.539 --> 00:12:43.861
But yeah, hey,

00:12:43.961 --> 00:12:45.663
they're not physical therapists.

00:12:45.702 --> 00:12:47.804
They're not licensed PTs.

00:12:48.245 --> 00:12:50.467
So then my question is, okay,

00:12:50.508 --> 00:12:52.769
if we know that this exists because it's

00:12:52.830 --> 00:12:54.831
there on social media, must be true.

00:12:54.851 --> 00:12:55.832
Must be true.

00:12:57.778 --> 00:13:00.179
if i'm the physical therapist evaluating

00:13:00.259 --> 00:13:02.299
somebody and i make the determination okay

00:13:02.379 --> 00:13:04.341
this person needs to do some work on

00:13:04.421 --> 00:13:07.541
fall recovery and falling there's a

00:13:07.581 --> 00:13:09.601
resource out there that self-pay that

00:13:09.642 --> 00:13:11.761
allows them to do this at a pretty

00:13:11.782 --> 00:13:13.783
good level like they're doing good stuff

00:13:14.462 --> 00:13:18.024
am i committing fraud by continuing to

00:13:18.063 --> 00:13:21.245
bill insurance for doing that same thing

00:13:21.465 --> 00:13:22.105
myself

00:13:22.644 --> 00:13:23.365
That's number one.

00:13:23.446 --> 00:13:25.227
Am I committing fraud because I'm not

00:13:25.268 --> 00:13:27.009
putting this person out to somebody else

00:13:27.350 --> 00:13:29.692
who can do it, not billing insurance?

00:13:30.572 --> 00:13:32.875
Why are more physical therapists not doing

00:13:32.916 --> 00:13:33.797
it themselves?

00:13:34.037 --> 00:13:34.256
Like,

00:13:34.738 --> 00:13:36.720
this is obviously something that we could

00:13:36.759 --> 00:13:40.264
do, something that many want to do.

00:13:40.344 --> 00:13:41.504
And then where else do you want to

00:13:41.524 --> 00:13:42.105
go with it, Jimmy?

00:13:42.719 --> 00:13:44.301
yeah is it and is it is it

00:13:44.341 --> 00:13:45.542
effective i mean it looks like it would

00:13:45.562 --> 00:13:47.703
be effective for like the human right in

00:13:47.724 --> 00:13:49.465
terms of like balance and reaction and all

00:13:49.485 --> 00:13:51.386
that strength mobility i don't know it

00:13:51.447 --> 00:13:53.229
hasn't been studied there's no

00:13:53.288 --> 00:13:55.711
peer-reviewed double-blind placebo studies

00:13:55.750 --> 00:13:58.774
to determine whether it's effective to

00:13:58.813 --> 00:14:01.596
practice getting on the floor but my

00:14:01.616 --> 00:14:03.639
assumption is yes it's probably effective

00:14:04.197 --> 00:14:05.698
Yeah, Adam Paris,

00:14:05.719 --> 00:14:06.659
I don't know if he's watching,

00:14:06.720 --> 00:14:08.902
but he had a post this morning and

00:14:08.922 --> 00:14:10.562
this was on my brain already.

00:14:11.144 --> 00:14:13.245
And he was drawing a straight line

00:14:13.285 --> 00:14:13.826
between, listen,

00:14:14.145 --> 00:14:17.469
thousands of PTE students sat for the NPTE

00:14:17.509 --> 00:14:18.009
this week,

00:14:18.809 --> 00:14:20.350
but the license doesn't certify you've

00:14:20.390 --> 00:14:21.392
mastered the profession.

00:14:21.532 --> 00:14:21.913
So again,

00:14:21.952 --> 00:14:23.514
it's like a license question because the

00:14:23.573 --> 00:14:25.615
license exists to protect the public.

00:14:26.076 --> 00:14:29.918
So is this guy without a license scary?

00:14:30.038 --> 00:14:30.840
Is he harmful?

00:14:31.259 --> 00:14:32.561
Is the license the moat?

00:14:33.652 --> 00:14:33.912
Right.

00:14:34.032 --> 00:14:35.673
It's the thing we hide behind that we

00:14:35.712 --> 00:14:35.993
say, well,

00:14:36.013 --> 00:14:37.714
nothing can cross this and let's defend

00:14:37.754 --> 00:14:38.153
the moat.

00:14:38.494 --> 00:14:40.514
Are we defending the wrong thing?

00:14:41.316 --> 00:14:42.676
Is the license just a receipt that you

00:14:42.696 --> 00:14:43.417
hang on the wall and say,

00:14:43.437 --> 00:14:44.517
I'm accountable when this gets

00:14:44.557 --> 00:14:45.077
complicated?

00:14:45.118 --> 00:14:46.938
Since I think I think the trainer,

00:14:47.339 --> 00:14:49.039
what if this guy was actually what if

00:14:49.059 --> 00:14:51.321
he read more studies and more textbooks

00:14:51.341 --> 00:14:52.400
than any PT?

00:14:52.561 --> 00:14:53.481
Let's have a hypothetical.

00:14:54.500 --> 00:14:55.280
but no license.

00:14:55.980 --> 00:14:58.043
Is he still not as good?

00:14:58.182 --> 00:14:58.984
Is he still not good?

00:14:59.364 --> 00:15:00.565
I just think we're defending the wrong

00:15:00.605 --> 00:15:01.345
thing all the time.

00:15:01.586 --> 00:15:03.226
I think we're not paying attention to the

00:15:03.267 --> 00:15:03.667
right thing.

00:15:04.067 --> 00:15:05.769
I think that leads into the burnout

00:15:07.429 --> 00:15:07.990
discussion,

00:15:08.030 --> 00:15:09.932
which is you're paying attention to the

00:15:09.971 --> 00:15:11.393
wrong thing.

00:15:11.874 --> 00:15:12.614
You're not seeing.

00:15:12.955 --> 00:15:15.375
So I started a series on my Instagram

00:15:15.416 --> 00:15:16.136
where I'm finding,

00:15:16.177 --> 00:15:17.837
and I DM'd Dave because I wanted you

00:15:17.857 --> 00:15:19.659
to be on too,

00:15:19.700 --> 00:15:20.821
where I want to find people who are

00:15:20.841 --> 00:15:22.961
like, I didn't like doing this.

00:15:24.028 --> 00:15:25.408
So instead of just quitting and, oh,

00:15:25.508 --> 00:15:27.269
I'll be mad at this personal trainer who's

00:15:27.288 --> 00:15:28.328
doing the thing that I'm supposedly

00:15:28.369 --> 00:15:29.828
getting sixty bucks a visit for,

00:15:29.849 --> 00:15:31.828
you're just like, I did the thing.

00:15:32.149 --> 00:15:33.629
I just think the thing is different.

00:15:33.950 --> 00:15:35.049
There could be a thousand different

00:15:35.070 --> 00:15:35.330
things.

00:15:35.649 --> 00:15:37.070
I did one video with Sean,

00:15:37.350 --> 00:15:38.110
Steven Burkhart,

00:15:38.471 --> 00:15:39.811
who started Snow Beast Performance.

00:15:40.110 --> 00:15:41.311
He just packed up his stuff in a

00:15:41.350 --> 00:15:42.691
car, drove to Vermont,

00:15:42.870 --> 00:15:44.851
stood in the corner of a CrossFit studio

00:15:45.032 --> 00:15:45.672
treating people.

00:15:45.971 --> 00:15:47.772
And now all he does, he decided,

00:15:48.131 --> 00:15:49.231
all I want to do is treat people

00:15:49.251 --> 00:15:50.113
who ski and snowboard.

00:15:50.572 --> 00:15:51.452
And where do I go to do that?

00:15:51.552 --> 00:15:51.913
Vermont.

00:15:52.802 --> 00:15:53.523
but I don't know anybody.

00:15:53.543 --> 00:15:54.722
I don't have an MBA and there's no

00:15:54.783 --> 00:15:54.962
funding.

00:15:54.984 --> 00:15:56.224
There's no PE backing.

00:15:56.244 --> 00:15:56.904
He's like, I don't care.

00:15:56.945 --> 00:15:57.365
I just did it.

00:15:57.585 --> 00:15:58.166
You can do that.

00:15:58.885 --> 00:16:00.167
I feel like these people are small.

00:16:00.947 --> 00:16:02.989
It's not a story of thirteen locations.

00:16:03.129 --> 00:16:04.009
He's got four people,

00:16:04.330 --> 00:16:07.432
but he employs four people doing exactly

00:16:07.451 --> 00:16:09.493
what they want all day, every day.

00:16:10.134 --> 00:16:10.894
You can do that.

00:16:11.333 --> 00:16:12.794
You don't have to just leave and sell

00:16:12.855 --> 00:16:15.596
Pokemon cards or sell shoulder courses.

00:16:15.897 --> 00:16:16.898
Neither are bad,

00:16:17.378 --> 00:16:19.320
but you don't have to leave clinical care

00:16:19.720 --> 00:16:20.360
and do that.

00:16:20.780 --> 00:16:22.142
I think you guys are an example of

00:16:22.182 --> 00:16:22.422
that.

00:16:23.241 --> 00:16:24.582
So that's totally this going.

00:16:24.602 --> 00:16:25.403
You don't have to leave.

00:16:26.442 --> 00:16:28.344
And that personal trainer that's doing the

00:16:29.063 --> 00:16:32.424
balance reaction type of dynamic stuff

00:16:32.465 --> 00:16:35.605
with older adults, they if they like it,

00:16:35.725 --> 00:16:36.826
they are safe.

00:16:36.926 --> 00:16:38.706
If he's safe, if they enjoy it,

00:16:38.787 --> 00:16:41.548
if they feel benefit and they continue to

00:16:41.587 --> 00:16:44.288
pay him or any company or personal trainer

00:16:44.328 --> 00:16:45.229
like that out of pocket.

00:16:46.174 --> 00:16:47.876
that's just the market, right?

00:16:47.897 --> 00:16:48.076
There's,

00:16:48.116 --> 00:16:49.999
there's nothing that holds that individual

00:16:50.038 --> 00:16:50.899
back from doing it.

00:16:51.240 --> 00:16:52.841
As long as I guess they're not saying

00:16:52.861 --> 00:16:54.322
that it's physical therapy and they're

00:16:54.342 --> 00:16:54.724
just like a,

00:16:55.524 --> 00:16:56.846
a personal trainer that's not licensed.

00:16:56.885 --> 00:16:58.506
So that, you know,

00:16:58.768 --> 00:17:00.448
in a way maybe it's some competition,

00:17:00.469 --> 00:17:01.289
but it's also like, Hey,

00:17:01.330 --> 00:17:02.230
that's the market.

00:17:02.331 --> 00:17:03.312
And if they're doing like,

00:17:03.371 --> 00:17:04.814
obviously he's doing social media videos

00:17:04.874 --> 00:17:06.515
and that's how Tony caught it and shared

00:17:06.535 --> 00:17:06.836
it with us.

00:17:06.875 --> 00:17:07.936
So like,

00:17:08.718 --> 00:17:10.758
learn from it how can you you know

00:17:10.999 --> 00:17:12.679
model it or or maybe mimic it a

00:17:12.699 --> 00:17:15.479
little bit yes and then but but but

00:17:15.499 --> 00:17:16.839
don't complain about it don't come into a

00:17:16.880 --> 00:17:18.519
facebook group a physical therapy facebook

00:17:18.539 --> 00:17:19.759
group and say this is wrong and all

00:17:19.799 --> 00:17:22.500
that it's like that trainer is getting

00:17:22.601 --> 00:17:24.560
after it he's create he or she is

00:17:24.580 --> 00:17:26.321
creating a following a community of people

00:17:26.362 --> 00:17:28.662
that like it that benefit from it and

00:17:28.682 --> 00:17:29.981
they're like oh wow like i'm going to

00:17:30.001 --> 00:17:32.063
just keep paying this person because they

00:17:33.382 --> 00:17:33.541
No,

00:17:33.582 --> 00:17:35.023
they're not a licensed physical therapist.

00:17:35.064 --> 00:17:35.163
No,

00:17:35.183 --> 00:17:37.086
they're not a healthcare provider or a

00:17:37.126 --> 00:17:38.147
doctor or physician or whatever,

00:17:38.208 --> 00:17:39.789
but they feel better.

00:17:39.809 --> 00:17:40.770
They feel more empowered.

00:17:40.790 --> 00:17:41.432
They like it.

00:17:41.471 --> 00:17:42.252
They want to continue.

00:17:42.554 --> 00:17:44.175
There's some socialization or community.

00:17:45.136 --> 00:17:45.356
Yeah.

00:17:45.436 --> 00:17:49.082
So like that's, that's just competition.

00:17:49.122 --> 00:17:49.301
That's,

00:17:49.583 --> 00:17:50.923
this is no different than like the stretch

00:17:50.963 --> 00:17:51.224
labs.

00:17:51.840 --> 00:17:52.040
Right.

00:17:52.421 --> 00:17:53.241
You have to ask the question,

00:17:53.281 --> 00:17:54.682
are you mad they're doing it or mad

00:17:54.701 --> 00:17:55.663
they're doing it better than you?

00:17:55.843 --> 00:17:56.482
Which one is it?

00:17:56.663 --> 00:17:58.463
Because you know you're mad they're doing

00:17:58.483 --> 00:17:58.943
it better than you.

00:17:59.124 --> 00:18:00.163
I'll give you two parallels.

00:18:00.443 --> 00:18:03.965
Let's imagine you owned a taxi medallion.

00:18:04.066 --> 00:18:05.425
And for people outside of, I don't know,

00:18:05.465 --> 00:18:05.965
major cities,

00:18:05.986 --> 00:18:06.906
I don't know if this is a thing,

00:18:06.926 --> 00:18:08.866
you used to buy a medallion,

00:18:09.086 --> 00:18:11.087
which is a license to drive taxis.

00:18:11.147 --> 00:18:12.568
And they were like a million dollars.

00:18:12.969 --> 00:18:13.808
I'm sure they're more now.

00:18:13.909 --> 00:18:14.729
I remember growing up as a kid,

00:18:14.750 --> 00:18:15.410
it's a million dollars.

00:18:15.789 --> 00:18:17.410
Imagine you bought a medallion and then a

00:18:17.450 --> 00:18:18.570
year later, Uber starts.

00:18:20.094 --> 00:18:21.595
You'd be offended.

00:18:21.615 --> 00:18:23.037
That's just life, folks.

00:18:23.096 --> 00:18:24.278
That's business and life.

00:18:24.678 --> 00:18:25.178
You'd be offended.

00:18:25.278 --> 00:18:26.839
And your neighbors would be mad for you.

00:18:26.920 --> 00:18:27.560
They would be.

00:18:27.601 --> 00:18:29.261
They'd be mad for you while they're

00:18:29.301 --> 00:18:30.123
calling an Uber.

00:18:31.403 --> 00:18:32.785
They'd be outraged for you.

00:18:35.047 --> 00:18:36.788
And you have to adapt and respond and

00:18:36.888 --> 00:18:38.450
suck it up and not blame anyone else

00:18:38.470 --> 00:18:39.451
and just take action.

00:18:39.490 --> 00:18:40.592
And maybe you sell it.

00:18:40.612 --> 00:18:43.153
Maybe you buy other cars and you become

00:18:43.193 --> 00:18:44.494
like a mini Uber.

00:18:44.535 --> 00:18:45.135
Right.

00:18:45.496 --> 00:18:46.277
I was going to say a host,

00:18:46.336 --> 00:18:47.696
not a host, like a, you know,

00:18:47.717 --> 00:18:49.499
have a fleet of Ubers or cars or

00:18:49.818 --> 00:18:50.818
car service or whatever.

00:18:50.878 --> 00:18:53.760
Like imagine you owned a hotel and you

00:18:53.800 --> 00:18:55.321
put a bajillion dollars in your life

00:18:55.342 --> 00:18:56.482
savings to a hotel.

00:18:56.522 --> 00:18:58.203
And then all of a sudden I can

00:18:58.763 --> 00:18:59.664
rent someone's living room.

00:19:00.045 --> 00:19:00.705
Are you mad?

00:19:01.145 --> 00:19:01.445
Yes.

00:19:01.806 --> 00:19:03.406
What would you do if you owned a

00:19:03.446 --> 00:19:04.428
hotel and,

00:19:04.748 --> 00:19:07.429
And Airbnb rolled into your town.

00:19:07.709 --> 00:19:10.148
I know what you do.

00:19:10.189 --> 00:19:12.210
You go attract customers that would not

00:19:12.269 --> 00:19:12.650
like me,

00:19:13.089 --> 00:19:14.769
customers that don't want an Airbnb.

00:19:14.789 --> 00:19:16.631
I told you guys on the show before,

00:19:17.131 --> 00:19:18.070
went to San Francisco.

00:19:18.111 --> 00:19:19.851
There's a dog running around the host.

00:19:21.092 --> 00:19:23.912
We were below and the host was upstairs

00:19:23.951 --> 00:19:25.332
and the dog was running around at eleven

00:19:25.712 --> 00:19:27.492
p.m., twelve midnight.

00:19:28.133 --> 00:19:29.493
I'm never going back to Airbnbs.

00:19:29.815 --> 00:19:32.036
So the host tries to find more people

00:19:32.056 --> 00:19:34.438
like me online and advertise to me online

00:19:34.837 --> 00:19:36.740
because I want the certainty of a hotel

00:19:36.759 --> 00:19:38.840
room with a front desk person and a

00:19:38.882 --> 00:19:39.281
gym.

00:19:39.821 --> 00:19:41.463
And typically it's quiet.

00:19:41.763 --> 00:19:43.484
Most of the time it's quieter.

00:19:43.884 --> 00:19:44.546
I want certainty.

00:19:44.645 --> 00:19:46.567
So you find customers that want the

00:19:46.606 --> 00:19:48.568
certainty and the reliability and not the

00:19:48.588 --> 00:19:51.010
curve balls that come with an Airbnb.

00:19:51.070 --> 00:19:52.392
And there are so many stories.

00:19:52.932 --> 00:19:53.853
Yep.

00:19:54.333 --> 00:19:56.075
If I were the marketing guy for,

00:19:56.095 --> 00:19:57.435
I don't know, Hilton,

00:19:58.157 --> 00:20:00.019
I would hire a third-party marketing

00:20:00.058 --> 00:20:00.480
company.

00:20:01.039 --> 00:20:01.641
I would hire them.

00:20:02.161 --> 00:20:03.442
Never run an ad for Hilton.

00:20:04.061 --> 00:20:04.682
Never do that.

00:20:05.262 --> 00:20:06.983
You're going to go start ten Instagram

00:20:07.003 --> 00:20:07.464
accounts.

00:20:07.845 --> 00:20:09.425
And the only way you get content is

00:20:09.465 --> 00:20:13.189
you go to Reddit and look for Airbnb

00:20:13.229 --> 00:20:13.588
fails.

00:20:13.929 --> 00:20:15.230
And you make funny videos.

00:20:15.589 --> 00:20:16.290
So you put out...

00:20:16.611 --> 00:20:18.092
You make sure you shine a light on

00:20:18.112 --> 00:20:19.133
all the disasters.

00:20:19.432 --> 00:20:20.574
Hilton never shares it.

00:20:21.394 --> 00:20:22.734
There's no connection to it.

00:20:22.935 --> 00:20:25.196
You just make sure their stories get

00:20:25.217 --> 00:20:25.596
shared.

00:20:26.077 --> 00:20:27.378
Or you double down on what you're good

00:20:27.439 --> 00:20:27.598
at.

00:20:27.959 --> 00:20:28.159
Right.

00:20:28.199 --> 00:20:29.298
Dave mentioned the gym.

00:20:29.660 --> 00:20:31.579
I don't know many Airbnbs that have a

00:20:31.619 --> 00:20:32.200
gym with there.

00:20:32.420 --> 00:20:34.320
So if you want that, go there.

00:20:35.320 --> 00:20:36.040
We're for this.

00:20:36.101 --> 00:20:37.541
I mean, this is Grey Poupon, man.

00:20:37.602 --> 00:20:39.162
Am I dating myself with the Grey Poupon?

00:20:39.521 --> 00:20:42.163
Understand that above this line is us and

00:20:42.182 --> 00:20:44.022
below this line is everybody else.

00:20:44.163 --> 00:20:45.284
Do that.

00:20:45.324 --> 00:20:45.703
Do that.

00:20:46.670 --> 00:20:48.752
There were some great commercials where

00:20:48.792 --> 00:20:50.916
they were, I don't remember exactly,

00:20:50.957 --> 00:20:53.760
but basically like comparing you go to a

00:20:53.780 --> 00:20:55.825
hotel, you have, you know,

00:20:55.884 --> 00:20:57.507
the service that cleans your room,

00:20:57.567 --> 00:20:58.449
makes your bed,

00:20:58.489 --> 00:21:00.050
like everything is taken care of.

00:21:00.090 --> 00:21:01.614
You have all of these guarantees.

00:21:02.134 --> 00:21:04.394
You go to an Airbnb and you have

00:21:04.414 --> 00:21:05.234
to clean the house.

00:21:05.255 --> 00:21:06.675
You're not allowed to use the shower.

00:21:07.715 --> 00:21:08.336
That's another thing.

00:21:09.916 --> 00:21:11.998
It irritates me beyond belief.

00:21:12.097 --> 00:21:13.157
I got to clean your house.

00:21:13.178 --> 00:21:13.818
Are you kidding me?

00:21:14.138 --> 00:21:16.400
I'd rather pay extra so that I pay

00:21:16.460 --> 00:21:17.380
extra for the hotel.

00:21:17.920 --> 00:21:19.721
And because they employ someone who cleans

00:21:19.740 --> 00:21:21.402
the room and flips the room and changes

00:21:21.422 --> 00:21:22.221
the sheets and all that.

00:21:22.261 --> 00:21:22.461
Yes.

00:21:25.462 --> 00:21:26.123
The thing is,

00:21:26.202 --> 00:21:29.064
how do we do that in physical therapy

00:21:29.223 --> 00:21:30.164
the right way?

00:21:30.224 --> 00:21:32.744
Because what I see in physical therapy is,

00:21:33.265 --> 00:21:35.306
come to me, a cash pay provider,

00:21:35.365 --> 00:21:36.987
because you get one-on-one service.

00:21:37.027 --> 00:21:38.807
Come to me, a cash pay provider,

00:21:38.846 --> 00:21:42.827
because I'm not controlled by insurance.

00:21:42.988 --> 00:21:44.729
I don't think the physical therapy

00:21:44.788 --> 00:21:46.750
profession has figured out how to make the

00:21:46.809 --> 00:21:48.750
comparisons correctly yet,

00:21:49.230 --> 00:21:51.230
but the hospitality figured it out.

00:21:52.564 --> 00:21:52.683
Yeah.

00:21:52.703 --> 00:21:54.005
So a couple of things that we kind

00:21:54.045 --> 00:21:56.086
of lean on or or complaints that we

00:21:56.105 --> 00:21:57.507
hear from other people when they call in

00:21:57.547 --> 00:21:58.468
when they've tried.

00:21:59.788 --> 00:22:04.073
Medicare Part B home visits and or busy

00:22:04.173 --> 00:22:06.654
in network offices is that they'll say

00:22:06.694 --> 00:22:09.817
things, Tony, like I didn't like that.

00:22:10.217 --> 00:22:12.940
I was treated simultaneously with two,

00:22:12.960 --> 00:22:14.441
three, four other people at the same time.

00:22:14.500 --> 00:22:16.241
I wanted I want more attention from my

00:22:16.281 --> 00:22:17.063
physical therapist.

00:22:17.924 --> 00:22:18.705
If it's home visits,

00:22:18.746 --> 00:22:20.888
sometimes they send other therapists and

00:22:20.929 --> 00:22:22.109
it's not the same therapist and the

00:22:22.150 --> 00:22:24.472
patient doesn't know who's even coming or

00:22:24.512 --> 00:22:24.973
showing up.

00:22:25.714 --> 00:22:26.695
There's less continuity.

00:22:28.077 --> 00:22:29.259
Especially from VNS,

00:22:29.278 --> 00:22:31.882
which is like a Medicare Part A service,

00:22:31.902 --> 00:22:33.223
like after you're discharged and you get

00:22:33.263 --> 00:22:35.826
home visits and the patient complains that

00:22:37.032 --> 00:22:38.894
uh the therapist says i'll be there today

00:22:38.934 --> 00:22:41.498
between nine a.m and three thirty p.m like

00:22:41.538 --> 00:22:44.040
the cable guy and then the therapist calls

00:22:44.080 --> 00:22:45.281
ten minutes before the visit and i was

00:22:45.301 --> 00:22:47.203
like hey i'm i'm ten fifty minutes away

00:22:47.243 --> 00:22:48.404
like can you can can we do it

00:22:48.464 --> 00:22:49.886
in like fifteen minutes you good with that

00:22:50.287 --> 00:22:52.368
and they're like no i had like i'm

00:22:52.388 --> 00:22:54.832
just doing something else or like

00:22:56.213 --> 00:22:57.255
literally one of our therapists,

00:22:57.714 --> 00:22:59.615
my private therapist is here that I'm

00:22:59.675 --> 00:23:00.616
paying out of pocket for.

00:23:00.717 --> 00:23:03.419
So now it's not a good time because

00:23:03.920 --> 00:23:04.779
we schedule on time,

00:23:05.381 --> 00:23:07.842
but the system is different.

00:23:08.042 --> 00:23:09.083
Those are some of the things that we've

00:23:09.123 --> 00:23:09.364
heard.

00:23:10.044 --> 00:23:11.845
And maybe we haven't done a lot of

00:23:12.205 --> 00:23:14.027
messaging or marketing on Instagram about

00:23:14.086 --> 00:23:14.146
it,

00:23:14.186 --> 00:23:17.088
but we definitely discuss those points on

00:23:17.108 --> 00:23:18.549
the phone, like one-on-one.

00:23:18.570 --> 00:23:19.550
Does that make sense?

00:23:20.112 --> 00:23:21.031
Yeah.

00:23:21.071 --> 00:23:22.292
I do like the fact that Dave just

00:23:22.313 --> 00:23:22.574
said,

00:23:23.576 --> 00:23:25.097
I would pay more to have someone else

00:23:25.117 --> 00:23:25.699
clean the room.

00:23:25.858 --> 00:23:27.361
That's a hotel.

00:23:27.741 --> 00:23:29.203
Like that's no, no, I,

00:23:29.223 --> 00:23:29.743
that's what I mean.

00:23:29.763 --> 00:23:29.904
Yes.

00:23:30.125 --> 00:23:31.527
It's like, yes, it's cheaper.

00:23:31.586 --> 00:23:33.209
Although now if you go to Airbnb, it's,

00:23:33.829 --> 00:23:34.671
it's not the same.

00:23:34.790 --> 00:23:35.311
It's like the same.

00:23:35.372 --> 00:23:35.551
Yeah.

00:23:35.873 --> 00:23:36.413
So if you're,

00:23:36.472 --> 00:23:37.275
if you're going to line me up the

00:23:37.295 --> 00:23:37.894
same cost,

00:23:39.313 --> 00:23:41.713
Unless it's like a house on Lake Como

00:23:41.854 --> 00:23:43.836
or something, then we're talking.

00:23:44.155 --> 00:23:47.376
But that's the more VRBO.

00:23:47.396 --> 00:23:48.978
Like Airbnb is trying to be a hotel.

00:23:49.018 --> 00:23:50.459
VRBO is trying to be a house on

00:23:50.479 --> 00:23:53.580
Lake Como or a Skyline apartment in New

00:23:53.601 --> 00:23:55.221
York City.

00:23:55.340 --> 00:23:56.902
I wanted to know what Rory Sutherland

00:23:57.342 --> 00:23:57.782
would do.

00:23:58.863 --> 00:24:00.183
And if you don't know the audience who

00:24:00.203 --> 00:24:01.505
Rory Sutherland is, look him up.

00:24:01.944 --> 00:24:02.984
I feel like he could read a bedtime

00:24:03.005 --> 00:24:03.326
story.

00:24:03.526 --> 00:24:04.506
He could read the phone book and I'd

00:24:04.526 --> 00:24:05.967
be terribly interested just the way he

00:24:06.007 --> 00:24:06.267
talks.

00:24:06.547 --> 00:24:07.988
Not just his accent, like his pacing.

00:24:09.477 --> 00:24:13.298
I asked my Jarvis,

00:24:13.377 --> 00:24:16.439
what would you do to position one-on-one

00:24:16.459 --> 00:24:19.779
care better than just one-on-one or not

00:24:19.819 --> 00:24:21.140
constrained by insurance?

00:24:21.779 --> 00:24:22.440
I think we agree.

00:24:22.480 --> 00:24:25.881
You're trying to create a problem that I

00:24:25.901 --> 00:24:27.540
don't know if the patient knows exists.

00:24:27.580 --> 00:24:28.101
They're like, I don't know.

00:24:28.142 --> 00:24:28.741
I have insurance.

00:24:28.761 --> 00:24:29.342
That's a good thing.

00:24:29.422 --> 00:24:31.261
I think you're talking past each other.

00:24:32.162 --> 00:24:33.623
So here's some positioning lines that...

00:24:34.522 --> 00:24:37.384
ai rory thinks it would say you're not

00:24:37.423 --> 00:24:39.105
buying more care you're buying fewer

00:24:39.164 --> 00:24:42.306
handoffs that's a real friction people

00:24:42.326 --> 00:24:44.385
don't like that we have a hard enough

00:24:44.425 --> 00:24:46.027
time in twenty twenty six making a

00:24:46.047 --> 00:24:48.248
connection with one human and i gotta meet

00:24:48.268 --> 00:24:49.847
someone and i've known for two or three

00:24:50.208 --> 00:24:51.709
weeks and then i got this other person

00:24:51.749 --> 00:24:52.808
and i gotta meet and i don't like

00:24:52.848 --> 00:24:54.309
that and that's icky we barely want to

00:24:54.329 --> 00:24:55.589
talk to each other i'd rather just text

00:24:55.950 --> 00:24:56.990
so i do like the line we're not

00:24:57.190 --> 00:24:58.411
you're not buying more care

00:24:59.192 --> 00:25:00.353
You're buying fewer handoffs.

00:25:00.432 --> 00:25:01.053
I do like that.

00:25:01.952 --> 00:25:04.054
The expensive version is the one you quit

00:25:04.153 --> 00:25:05.394
after three visits.

00:25:06.375 --> 00:25:09.497
Why start the sixty dollar a session one?

00:25:09.576 --> 00:25:10.457
Do it three times.

00:25:10.517 --> 00:25:11.498
Get nothing and leave.

00:25:12.674 --> 00:25:14.675
But this is what a ton of patients

00:25:14.715 --> 00:25:15.675
do across the country.

00:25:15.736 --> 00:25:16.395
Now, less,

00:25:16.536 --> 00:25:20.356
way less often at Tony's because at Tony's

00:25:20.396 --> 00:25:20.777
practice,

00:25:20.797 --> 00:25:22.998
there's like the community and they know

00:25:23.038 --> 00:25:24.117
him or they know other people.

00:25:24.157 --> 00:25:25.479
They know the other patients there.

00:25:25.538 --> 00:25:26.739
And Tony kind of has that whole,

00:25:27.199 --> 00:25:30.380
you know, cheers effect, like the tribe,

00:25:30.400 --> 00:25:32.381
the community, there's socialization.

00:25:33.121 --> 00:25:35.842
But that one staff from WebPT from the

00:25:35.882 --> 00:25:38.102
last eight, ten, whatever years is like,

00:25:38.561 --> 00:25:40.442
I think it's like approximately, you know,

00:25:41.112 --> 00:25:42.753
three visits and then drop off like on

00:25:42.834 --> 00:25:44.175
average across the country over,

00:25:44.375 --> 00:25:46.558
over like a crazy large data set.

00:25:46.940 --> 00:25:47.119
Yeah.

00:25:47.140 --> 00:25:49.061
Like Larry Ben said, he's like, I mean,

00:25:49.102 --> 00:25:50.865
he's had large data sets.

00:25:51.285 --> 00:25:52.567
He's like the valley of three.

00:25:53.191 --> 00:25:53.451
Right.

00:25:53.550 --> 00:25:54.991
And so it's like, why is that?

00:25:55.071 --> 00:25:57.192
If it's not just like certain clinics or

00:25:57.553 --> 00:25:59.933
certain certain like it's not just

00:25:59.953 --> 00:26:01.634
Confluent and it's not just ATI,

00:26:01.894 --> 00:26:03.095
it's not just Athletico.

00:26:03.434 --> 00:26:04.915
It's across the entire country.

00:26:05.476 --> 00:26:06.736
And in my opinion,

00:26:07.237 --> 00:26:09.538
it's if you don't have the socialization

00:26:09.698 --> 00:26:13.179
and the community that Tony has built.

00:26:13.916 --> 00:26:14.818
And if it's really,

00:26:15.138 --> 00:26:15.900
if you don't have that,

00:26:16.221 --> 00:26:17.403
it's super transactional.

00:26:17.462 --> 00:26:18.984
It's low dollar amount, right?

00:26:19.005 --> 00:26:19.605
Just a copay.

00:26:19.906 --> 00:26:20.567
It's your copay.

00:26:21.028 --> 00:26:22.530
So it's low dollar amount.

00:26:22.932 --> 00:26:24.654
And most of the time,

00:26:25.452 --> 00:26:27.454
probably lower value, unfortunately.

00:26:27.815 --> 00:26:28.055
Right.

00:26:28.095 --> 00:26:30.176
So people don't or the therapist is so

00:26:30.217 --> 00:26:33.038
busy with with patients that they have the

00:26:33.098 --> 00:26:35.260
inability to lay out a clear plan.

00:26:35.520 --> 00:26:35.662
Hey,

00:26:35.682 --> 00:26:37.262
we're doing this for this reason or we're

00:26:37.282 --> 00:26:39.144
doing these things to relate to your goal

00:26:39.163 --> 00:26:39.964
that you care about.

00:26:40.365 --> 00:26:42.446
And it's just so you can't do all

00:26:42.467 --> 00:26:43.548
that if you're a therapist treating

00:26:43.587 --> 00:26:45.249
fifteen to thirty patients a day.

00:26:46.210 --> 00:26:46.891
Rory Sutherland,

00:26:46.911 --> 00:26:48.451
another line you're paying.

00:26:48.972 --> 00:26:50.133
This is like a British line, though,

00:26:50.153 --> 00:26:50.634
but he's British.

00:26:50.653 --> 00:26:52.715
So you have to say you're paying for

00:26:52.756 --> 00:26:54.217
the absence of nonsense.

00:26:55.386 --> 00:26:57.188
That only works if you've had nonsense,

00:26:57.228 --> 00:26:58.249
though.

00:26:58.269 --> 00:27:00.130
I think most I think people understand

00:27:00.210 --> 00:27:01.269
nonsense, though, and they can go,

00:27:01.290 --> 00:27:02.691
you know, doctor's office.

00:27:02.711 --> 00:27:03.872
I showed up on time and they were

00:27:03.892 --> 00:27:04.772
forty two minutes late.

00:27:04.833 --> 00:27:05.073
Right.

00:27:05.512 --> 00:27:06.173
Good morning, Wilbur.

00:27:06.192 --> 00:27:07.054
Good morning, Teresa.

00:27:07.074 --> 00:27:08.035
As you watch the live stream,

00:27:08.714 --> 00:27:11.316
some other lines that he had cash.

00:27:11.355 --> 00:27:11.696
P.T.

00:27:11.717 --> 00:27:12.737
is what people thought P.T.

00:27:12.757 --> 00:27:15.038
was going to be before they experienced

00:27:15.439 --> 00:27:16.740
the system.

00:27:16.779 --> 00:27:16.859
Like,

00:27:16.900 --> 00:27:18.580
I like how we were like and you

00:27:18.621 --> 00:27:19.181
can hear it.

00:27:19.942 --> 00:27:21.082
Who says that?

00:27:21.122 --> 00:27:21.982
This is Rory Sutherland.

00:27:23.262 --> 00:27:26.344
If he got hired by me and gave

00:27:26.384 --> 00:27:26.864
me lines,

00:27:27.523 --> 00:27:29.224
most people don't want premium care.

00:27:29.305 --> 00:27:30.826
They want care that doesn't make them feel

00:27:30.846 --> 00:27:32.205
like a stranger every Tuesday.

00:27:32.486 --> 00:27:33.547
Like that,

00:27:33.826 --> 00:27:35.247
that gives you a nipple twist of an

00:27:35.267 --> 00:27:35.727
emotion,

00:27:36.448 --> 00:27:39.729
not just we're better date me because the

00:27:39.788 --> 00:27:41.689
other guy's a douche bag that makes you

00:27:41.709 --> 00:27:42.589
look like a douche bag.

00:27:42.970 --> 00:27:45.111
But there are some outpatient in network

00:27:45.131 --> 00:27:46.510
physical therapy practices across the

00:27:46.530 --> 00:27:48.811
country where if I'm the therapist for

00:27:48.852 --> 00:27:49.251
Jimmy and

00:27:49.881 --> 00:27:52.263
and i'm sick today they just allow jimmy

00:27:52.284 --> 00:27:53.705
to still show up and they're like hey

00:27:53.746 --> 00:27:56.087
jimmy your therapist is tony today and

00:27:56.107 --> 00:27:58.290
jimmy's like oh like i kind of feel

00:27:58.310 --> 00:28:01.815
blindsided like maybe in some places if if

00:28:01.875 --> 00:28:04.919
the vibe is communicated up front

00:28:05.378 --> 00:28:07.141
Like if the first visit for Jimmy,

00:28:07.201 --> 00:28:08.761
he's introduced to Dave and he's

00:28:08.781 --> 00:28:10.242
introduced to Tony and he's introduced to

00:28:10.263 --> 00:28:10.983
the other therapist.

00:28:11.424 --> 00:28:13.465
I've been in an environment like that.

00:28:13.767 --> 00:28:14.727
Now it's a team approach,

00:28:14.807 --> 00:28:16.648
but there's other practices that are like,

00:28:16.848 --> 00:28:18.990
we would never call Jimmy the patient

00:28:19.070 --> 00:28:20.532
who's going to be coming in today and

00:28:20.553 --> 00:28:21.032
give him a heads up.

00:28:21.053 --> 00:28:21.913
It's going to be a different therapist.

00:28:21.933 --> 00:28:23.335
Cause we don't want them to lay cancel.

00:28:23.714 --> 00:28:23.955
Right.

00:28:25.336 --> 00:28:27.097
If you know that that's going to happen.

00:28:27.117 --> 00:28:27.679
Yeah.

00:28:27.939 --> 00:28:31.359
Why not lean into that and introduce Dave

00:28:33.660 --> 00:28:34.400
as the quarterback,

00:28:34.619 --> 00:28:36.340
but also you've got to introduce the wide

00:28:36.381 --> 00:28:38.121
receivers and the tight ends and the

00:28:38.141 --> 00:28:39.661
running backs and be like, listen,

00:28:40.102 --> 00:28:40.622
main guy,

00:28:41.741 --> 00:28:42.902
we're also going to spread the ball around

00:28:42.922 --> 00:28:43.642
because we do that here.

00:28:44.162 --> 00:28:46.022
And then there's no missed expectation.

00:28:46.282 --> 00:28:48.022
That was expected from the start.

00:28:48.323 --> 00:28:49.542
I don't know that I've ever heard anybody

00:28:49.563 --> 00:28:49.923
do that.

00:28:51.344 --> 00:28:51.663
All right,

00:28:51.703 --> 00:28:52.763
Tony's got to leave a little bit early.

00:28:52.784 --> 00:28:54.144
I want him to jump in and fill

00:28:54.163 --> 00:28:55.404
this a little bit because I want to

00:28:55.424 --> 00:28:56.204
get his feedback.

00:28:58.049 --> 00:28:58.871
I'm just listening.

00:28:58.931 --> 00:28:59.692
I'm absorbing.

00:28:59.751 --> 00:29:00.332
I'm learning.

00:29:00.571 --> 00:29:01.613
This is how I learn.

00:29:02.173 --> 00:29:02.815
No, we want to hear,

00:29:02.875 --> 00:29:04.236
we want to hear from you because you

00:29:04.596 --> 00:29:06.357
have built like a magic community that

00:29:06.438 --> 00:29:07.358
other practices,

00:29:07.759 --> 00:29:09.079
I feel like across the country are just

00:29:09.140 --> 00:29:11.462
way more transactional and don't have the

00:29:11.522 --> 00:29:12.723
stickiness or the retention.

00:29:13.762 --> 00:29:16.263
I could do that because I got small.

00:29:16.284 --> 00:29:18.045
That's the only reason why I could do

00:29:18.085 --> 00:29:18.464
that.

00:29:18.924 --> 00:29:21.346
When we were five locations across two

00:29:21.385 --> 00:29:22.666
states, I couldn't do it.

00:29:22.787 --> 00:29:24.646
I would have to implement the systems.

00:29:24.727 --> 00:29:26.688
I would have to have the protocols.

00:29:27.147 --> 00:29:29.828
It would have to be machine run.

00:29:32.230 --> 00:29:33.951
I just told you guys off air.

00:29:34.173 --> 00:29:34.692
I was like, look,

00:29:34.873 --> 00:29:36.474
three patients showed up early.

00:29:37.336 --> 00:29:38.616
We've got three patients out there

00:29:38.656 --> 00:29:39.057
already.

00:29:39.317 --> 00:29:40.699
I need to jump off to go help

00:29:40.739 --> 00:29:41.640
my PTA.

00:29:42.121 --> 00:29:45.003
Like we can do this because we are

00:29:45.064 --> 00:29:46.645
small and we can control things.

00:29:46.705 --> 00:29:49.568
But if I had to force therapists to

00:29:49.669 --> 00:29:51.289
follow protocols and guidelines,

00:29:51.451 --> 00:29:52.030
I couldn't do it.

00:29:56.356 --> 00:29:57.157
Oh, he's so busy.

00:29:57.178 --> 00:29:57.978
His internet cut out.

00:29:58.018 --> 00:30:00.039
He's like, Nope, sorry.

00:30:00.059 --> 00:30:05.583
There is, there is,

00:30:05.603 --> 00:30:06.463
we can hear you Tony.

00:30:06.544 --> 00:30:07.324
I'm back.

00:30:07.865 --> 00:30:09.045
I'll wrap it up with this.

00:30:09.305 --> 00:30:11.007
Um, you know, you,

00:30:11.227 --> 00:30:13.768
you have to know what it is that

00:30:13.788 --> 00:30:14.709
you're trying to sell.

00:30:16.210 --> 00:30:18.310
I don't sell physical therapy.

00:30:18.371 --> 00:30:19.291
I sell an experience.

00:30:19.311 --> 00:30:20.432
I'll catch you guys next week.

00:30:20.692 --> 00:30:21.053
All right, man.

00:30:22.690 --> 00:30:24.152
All right, Tony.

00:30:24.211 --> 00:30:25.693
It's all psychology, right?

00:30:27.096 --> 00:30:28.798
Picture your supermarket, Dave.

00:30:28.817 --> 00:30:29.940
What's the name of the supermarket you go

00:30:29.980 --> 00:30:30.461
to in the city?

00:30:30.921 --> 00:30:31.582
What's the brand?

00:30:32.202 --> 00:30:32.884
Met Fresh.

00:30:33.284 --> 00:30:33.744
Met Fresh.

00:30:33.924 --> 00:30:34.806
When you walk in,

00:30:35.928 --> 00:30:36.788
which way do you turn?

00:30:38.411 --> 00:30:39.051
I go straight.

00:30:39.840 --> 00:30:41.461
But then you're going to walk around the

00:30:41.481 --> 00:30:41.781
store.

00:30:42.643 --> 00:30:43.682
Then eventually left.

00:30:45.923 --> 00:30:48.125
So you're the outlier because there's

00:30:48.246 --> 00:30:50.767
research that shows that retail stores and

00:30:50.826 --> 00:30:51.547
supermarkets,

00:30:51.968 --> 00:30:53.628
they want you to walk counterclockwise.

00:30:54.068 --> 00:30:55.930
So you walk in and usually produce and

00:30:56.009 --> 00:30:57.490
fruit are to the right and you will

00:30:57.510 --> 00:30:58.330
do the left.

00:30:59.111 --> 00:31:00.372
You walk in straight and the produce is

00:31:00.432 --> 00:31:01.573
either in front of you and then to

00:31:01.593 --> 00:31:01.932
the right.

00:31:01.992 --> 00:31:03.034
And then it is a left,

00:31:03.074 --> 00:31:04.994
which would be counterclockwise.

00:31:05.015 --> 00:31:05.214
So yeah.

00:31:06.126 --> 00:31:08.209
No, that's strange, though,

00:31:08.229 --> 00:31:09.611
because it's usually counterclockwise.

00:31:09.851 --> 00:31:11.692
It's usually to the right and going

00:31:11.733 --> 00:31:12.453
counterclockwise.

00:31:13.855 --> 00:31:14.175
Usually.

00:31:15.258 --> 00:31:16.398
But what I'm getting at is, like,

00:31:16.558 --> 00:31:17.700
human beings are big, dumb animals.

00:31:18.500 --> 00:31:21.084
And there is... I forget the number,

00:31:21.124 --> 00:31:22.365
and I'll Google it in a second.

00:31:23.106 --> 00:31:24.488
If you're at a dinner party and there's

00:31:24.607 --> 00:31:26.390
two of you talking and then a third...

00:31:27.421 --> 00:31:28.101
and then a fourth.

00:31:28.361 --> 00:31:29.842
There's a number of people,

00:31:30.422 --> 00:31:31.541
and no one taught you this,

00:31:31.721 --> 00:31:33.103
but there's a number of people when the

00:31:33.123 --> 00:31:34.182
group splits into two.

00:31:34.583 --> 00:31:36.703
It's too big for one conversation.

00:31:37.023 --> 00:31:38.785
It needs to be two.

00:31:39.164 --> 00:31:39.884
You've been there.

00:31:39.904 --> 00:31:41.425
You've been on the sideline and you're

00:31:41.465 --> 00:31:41.885
watching,

00:31:41.905 --> 00:31:42.566
and then all of a sudden you just

00:31:42.586 --> 00:31:43.666
turn to the person next to you,

00:31:44.007 --> 00:31:45.267
or you make eye contact with someone that

00:31:45.287 --> 00:31:47.968
you want, and you two break off.

00:31:48.008 --> 00:31:50.808
What I'm getting at is, Tony said,

00:31:51.108 --> 00:31:52.150
the only reason I'm able to do this

00:31:52.170 --> 00:31:53.049
is because I got small.

00:31:54.271 --> 00:31:57.354
Every PE organization wants to scale Tony

00:31:57.634 --> 00:31:59.915
to five hundred locations and you can't.

00:32:00.296 --> 00:32:01.717
And it's not a systems thing.

00:32:02.117 --> 00:32:03.519
It's a human being brain thing because

00:32:03.538 --> 00:32:04.239
we're big dumb animals.

00:32:05.400 --> 00:32:06.019
That's the answer.

00:32:06.980 --> 00:32:08.922
Like there's a point when you'd have too

00:32:08.961 --> 00:32:10.042
many therapists,

00:32:11.163 --> 00:32:14.125
although you don't scale your scaling

00:32:14.165 --> 00:32:14.865
relationship.

00:32:14.885 --> 00:32:17.688
So you really are a concierge pain relief.

00:32:17.768 --> 00:32:18.368
You are.

00:32:19.997 --> 00:32:20.678
not scaling.

00:32:21.117 --> 00:32:22.858
You're one-on-one-ing at scale.

00:32:23.298 --> 00:32:24.039
Do you know what I mean?

00:32:24.059 --> 00:32:25.500
You're trying to have more one-on-ones,

00:32:25.901 --> 00:32:28.502
not five hundred people come in to the

00:32:28.522 --> 00:32:29.044
machine.

00:32:29.723 --> 00:32:31.365
I think the PE organizations,

00:32:31.625 --> 00:32:33.767
and there's the data to back it because

00:32:33.807 --> 00:32:35.367
everybody keeps doing it and striking out.

00:32:37.650 --> 00:32:39.171
When you remove the thing that makes you

00:32:39.230 --> 00:32:41.853
special and then fail and then get shocked

00:32:41.873 --> 00:32:43.034
that you lost money doing it,

00:32:43.433 --> 00:32:44.694
how many times do we have to touch

00:32:44.714 --> 00:32:45.976
that stove before it doesn't work?

00:32:46.096 --> 00:32:46.355
I don't know.

00:32:48.240 --> 00:32:49.661
I think, I mean,

00:32:49.760 --> 00:32:52.501
I want to be partnering or eventually

00:32:52.623 --> 00:32:53.163
buying,

00:32:54.042 --> 00:32:56.064
more so partnering with other PTs that are

00:32:56.424 --> 00:32:58.145
self-pay, like cash pay practices,

00:32:59.286 --> 00:33:00.646
and have a portfolio of them across the

00:33:00.686 --> 00:33:03.188
country because then they're like still

00:33:03.249 --> 00:33:04.009
part owners.

00:33:04.348 --> 00:33:04.608
Right.

00:33:04.729 --> 00:33:06.450
And we share all the best practices.

00:33:06.490 --> 00:33:09.211
We share what's working with marketing or

00:33:09.652 --> 00:33:10.893
admins, whatever it is,

00:33:10.932 --> 00:33:11.792
that type of stuff.

00:33:12.753 --> 00:33:15.535
But still having the patient, the clients,

00:33:16.096 --> 00:33:16.576
pay for

00:33:17.215 --> 00:33:18.737
whatever like the premium rate is out of

00:33:18.777 --> 00:33:19.096
pocket.

00:33:19.798 --> 00:33:21.318
That's actually, that's that.

00:33:21.638 --> 00:33:21.818
Yes.

00:33:22.119 --> 00:33:23.760
It's like, you need the right therapist.

00:33:23.800 --> 00:33:25.082
Like you need the right human, right?

00:33:25.162 --> 00:33:25.761
I'm, I'm,

00:33:25.823 --> 00:33:27.284
I'm interviewing therapists right now.

00:33:27.324 --> 00:33:28.403
And any,

00:33:28.505 --> 00:33:30.605
like the first step is a fifteen minute

00:33:30.645 --> 00:33:32.126
phone, phone call,

00:33:32.146 --> 00:33:33.607
like a fifteen minute phone call

00:33:33.627 --> 00:33:34.088
introduction.

00:33:35.028 --> 00:33:37.351
And I almost, like that fifteen minutes,

00:33:37.411 --> 00:33:39.133
I'm getting like obviously more reps at

00:33:39.173 --> 00:33:39.252
it.

00:33:39.272 --> 00:33:39.633
So it's like,

00:33:40.538 --> 00:33:40.738
I can,

00:33:41.018 --> 00:33:42.440
I pretty much have a good gut of

00:33:42.519 --> 00:33:44.320
like, who's like, hell yeah.

00:33:44.340 --> 00:33:44.780
All right.

00:33:44.820 --> 00:33:47.363
The right fit or a great fit within

00:33:47.383 --> 00:33:47.683
minutes.

00:33:48.324 --> 00:33:50.066
And it's like, it's either that,

00:33:50.125 --> 00:33:50.865
or it's like, ah,

00:33:50.905 --> 00:33:52.728
like they're probably not or like some

00:33:53.048 --> 00:33:53.667
once in a while, it's like,

00:33:53.688 --> 00:33:55.170
they're definitely not, you know?

00:33:55.230 --> 00:33:57.090
So, but there's a lot of those therapists,

00:33:57.131 --> 00:33:59.792
but that's, that's part of it.

00:33:59.873 --> 00:34:00.093
I don't,

00:34:00.213 --> 00:34:01.233
I don't want to get off topic,

00:34:01.253 --> 00:34:03.236
but like, yes, yes, yes.

00:34:03.256 --> 00:34:04.317
You need the therapist,

00:34:05.258 --> 00:34:06.979
but also the separate topic is,

00:34:07.813 --> 00:34:09.653
When someone's paying something out of

00:34:09.693 --> 00:34:10.114
pocket,

00:34:10.655 --> 00:34:11.635
all of a sudden they take it more

00:34:11.675 --> 00:34:12.916
seriously and they're more likely to get

00:34:12.976 --> 00:34:13.335
results,

00:34:13.376 --> 00:34:14.737
meaning the patient paying for the

00:34:14.777 --> 00:34:15.157
service,

00:34:15.856 --> 00:34:18.639
which is completely a disconnect from all

00:34:18.659 --> 00:34:19.858
the in-network practices across the

00:34:19.900 --> 00:34:21.480
country where, yes,

00:34:21.539 --> 00:34:23.300
I know premiums are higher, co-pays,

00:34:23.320 --> 00:34:24.181
co-insurances are higher.

00:34:24.202 --> 00:34:25.242
But in general, like, come on,

00:34:25.442 --> 00:34:27.684
you're paying forty dollars a visit,

00:34:27.724 --> 00:34:29.063
twenty dollars a visit to use your

00:34:29.083 --> 00:34:29.784
in-network P.T.,

00:34:30.699 --> 00:34:32.842
services at whatever practice across the

00:34:32.862 --> 00:34:35.403
country, you don't take it as seriously.

00:34:35.505 --> 00:34:35.844
Come on.

00:34:36.025 --> 00:34:37.326
It is what it is.

00:34:37.365 --> 00:34:38.347
The more I pay for something,

00:34:38.708 --> 00:34:40.309
the more I take it seriously.

00:34:41.429 --> 00:34:42.811
It's fact.

00:34:43.211 --> 00:34:44.233
I want to go back to the other

00:34:44.253 --> 00:34:45.253
thing that I think you're saying,

00:34:45.273 --> 00:34:48.335
which is you might not be able to

00:34:48.396 --> 00:34:49.536
verbalize or write an...

00:34:49.838 --> 00:34:51.599
Let's say you had to write an SOP,

00:34:51.619 --> 00:34:52.820
a standard operating procedure,

00:34:52.920 --> 00:34:54.282
and you were going to hand off hiring.

00:34:55.679 --> 00:34:57.960
That would be hard, I assume, for you.

00:34:58.420 --> 00:35:00.320
I'm picturing... At this time.

00:35:00.420 --> 00:35:01.521
At this time, yeah.

00:35:01.581 --> 00:35:04.742
But I think it always should be hard.

00:35:05.342 --> 00:35:05.802
I mean,

00:35:05.862 --> 00:35:08.384
it's pretty crucial to know who to let

00:35:08.463 --> 00:35:08.603
in.

00:35:08.903 --> 00:35:10.184
I think it's most of your business.

00:35:11.465 --> 00:35:15.485
Outside of systems and what tools you use,

00:35:16.326 --> 00:35:17.947
I think you are mostly people.

00:35:18.867 --> 00:35:19.507
That's what you are.

00:35:19.608 --> 00:35:21.789
You're not even... The product is there,

00:35:21.829 --> 00:35:22.750
but without the people...

00:35:23.010 --> 00:35:24.070
That's why Marcus Limone will say,

00:35:24.090 --> 00:35:25.132
people process product.

00:35:25.891 --> 00:35:27.293
Processes all your tools and how you're

00:35:27.313 --> 00:35:27.612
doing it.

00:35:27.652 --> 00:35:28.132
The order.

00:35:29.074 --> 00:35:30.355
A machine that you can run.

00:35:30.755 --> 00:35:34.016
But part of that is... It's vibe.

00:35:34.958 --> 00:35:36.398
This is all I was in radio.

00:35:36.918 --> 00:35:37.858
Again, I said...

00:35:37.958 --> 00:35:39.239
I sat there in the radio studio.

00:35:39.260 --> 00:35:40.201
I had a lot of time to think.

00:35:40.981 --> 00:35:42.402
If I was going to open another radio

00:35:42.442 --> 00:35:44.623
station in my market that was going to

00:35:44.663 --> 00:35:46.043
go after and play the same music,

00:35:46.623 --> 00:35:47.045
what would I do?

00:35:47.989 --> 00:35:48.530
I know what I would do.

00:35:49.050 --> 00:35:51.231
I would I would have an intern sit

00:35:51.251 --> 00:35:53.313
there and listen to my competitor.

00:35:53.393 --> 00:35:54.434
Like if I was coming in as the

00:35:54.474 --> 00:35:54.813
new guy,

00:35:55.134 --> 00:35:56.855
I would go to the legacy established radio

00:35:56.875 --> 00:35:57.215
station.

00:35:58.076 --> 00:35:59.476
I would have an intern write down all

00:35:59.516 --> 00:36:01.378
fifteen songs they played last hour and I

00:36:01.418 --> 00:36:02.217
would play the next hour.

00:36:03.039 --> 00:36:04.079
I'm playing the exact same music.

00:36:04.739 --> 00:36:05.460
Right.

00:36:05.500 --> 00:36:06.139
But now we're even.

00:36:06.740 --> 00:36:07.561
They have a head start.

00:36:08.302 --> 00:36:09.983
It's the difference is what you do between

00:36:10.023 --> 00:36:10.463
the songs.

00:36:12.108 --> 00:36:13.369
you're providing physical therapy.

00:36:13.869 --> 00:36:14.889
Let's just say, like,

00:36:14.909 --> 00:36:16.269
you can only do so many things.

00:36:16.329 --> 00:36:17.791
You can only be so creative with the

00:36:17.811 --> 00:36:18.391
body, right?

00:36:18.811 --> 00:36:19.711
It's everything else.

00:36:20.211 --> 00:36:21.233
That's the differentiator.

00:36:21.532 --> 00:36:22.914
But if you asked me to write down

00:36:23.273 --> 00:36:26.596
how I find a new DJ, broadcaster,

00:36:27.195 --> 00:36:27.476
I'd be like,

00:36:27.655 --> 00:36:30.077
I want to meet him and I'm going

00:36:30.097 --> 00:36:31.818
to smell him and lick him and,

00:36:31.898 --> 00:36:32.079
you know,

00:36:32.099 --> 00:36:34.519
like all the other things besides just let

00:36:34.539 --> 00:36:36.300
me see your resume or how do you

00:36:36.340 --> 00:36:37.481
pronounce the word Foo Fighters?

00:36:37.541 --> 00:36:38.302
Like, that's not it.

00:36:38.342 --> 00:36:40.764
It's everything else that you can't do

00:36:40.784 --> 00:36:41.344
physically

00:36:41.764 --> 00:36:43.846
yep and you have this has to be

00:36:43.945 --> 00:36:46.427
it's like brain or gut this is sort

00:36:46.447 --> 00:36:48.608
of a gut thing and i don't know

00:36:48.648 --> 00:36:50.230
the answer but you know you don't know

00:36:50.250 --> 00:36:51.690
what's right but you sure as hell know

00:36:51.710 --> 00:36:53.512
what's wrong or you should be and that's

00:36:53.532 --> 00:36:54.693
when you know you have your finger on

00:36:54.733 --> 00:36:57.596
it yeah and and one of the things

00:36:57.615 --> 00:36:59.976
i'm like i definitely i i don't know

00:37:00.018 --> 00:37:01.778
if it's like it's not like the best

00:37:02.199 --> 00:37:05.340
uh approach but like at least for us

00:37:05.400 --> 00:37:07.083
is it's still the the old adage of

00:37:07.143 --> 00:37:07.342
like

00:37:08.273 --> 00:37:10.614
hiring someone who you would want to have

00:37:10.635 --> 00:37:12.036
a beer with or have a coffee with

00:37:12.056 --> 00:37:13.097
like me, meaning like,

00:37:13.257 --> 00:37:14.416
and it doesn't mean we're going to be

00:37:14.496 --> 00:37:14.838
friends.

00:37:14.878 --> 00:37:16.097
It doesn't mean like we're going to like

00:37:16.137 --> 00:37:18.358
hang out, but it means like you,

00:37:18.398 --> 00:37:19.360
you can't like,

00:37:19.400 --> 00:37:20.581
you have to at least like,

00:37:20.800 --> 00:37:22.661
like have some affinity for this therapist

00:37:22.702 --> 00:37:23.601
or this person you're hiring.

00:37:23.641 --> 00:37:24.802
Like you have to like them.

00:37:24.822 --> 00:37:26.324
They have to be likable.

00:37:26.443 --> 00:37:28.244
It can't be like you go home and

00:37:28.264 --> 00:37:29.364
you tell your spouse like, Oh my God,

00:37:29.405 --> 00:37:30.905
I had a coffee or a beer with

00:37:30.925 --> 00:37:32.086
so-and-so and it was terrible.

00:37:32.106 --> 00:37:33.166
They were talking about themselves the

00:37:33.186 --> 00:37:34.268
whole time or like,

00:37:35.172 --> 00:37:37.213
It like, there was no, uh,

00:37:37.233 --> 00:37:37.954
there was a disconnect.

00:37:37.974 --> 00:37:39.675
There was no communication or there was,

00:37:39.896 --> 00:37:40.175
we didn't,

00:37:40.255 --> 00:37:41.456
we weren't on the same page with,

00:37:41.476 --> 00:37:42.137
I don't know,

00:37:42.157 --> 00:37:43.298
they were bringing up politics and I

00:37:43.318 --> 00:37:44.179
didn't want to talk about whatever,

00:37:44.239 --> 00:37:44.780
whatever it is.

00:37:44.820 --> 00:37:45.000
Right.

00:37:45.320 --> 00:37:46.221
So for me, it's like,

00:37:47.202 --> 00:37:49.503
I take my therapist out for meals and

00:37:49.543 --> 00:37:51.105
stuff and coffees and all that.

00:37:51.144 --> 00:37:53.586
And like, you have to, you have to,

00:37:53.606 --> 00:37:54.648
they have to be likable.

00:37:54.887 --> 00:37:56.009
And if you like them,

00:37:56.068 --> 00:37:57.530
then most likely your ideal client and

00:37:57.570 --> 00:37:58.990
patient will like them.

00:37:59.411 --> 00:38:02.193
The fact that you actually used a not

00:38:02.474 --> 00:38:04.335
often used word affinity.

00:38:06.192 --> 00:38:07.012
That is the word.

00:38:07.554 --> 00:38:08.755
It doesn't mean you need to be in

00:38:08.775 --> 00:38:09.476
love with him and you want to be

00:38:09.496 --> 00:38:09.996
the best friend.

00:38:10.456 --> 00:38:11.338
So have you ever heard of the arc?

00:38:11.358 --> 00:38:13.179
This is the arc triangle.

00:38:13.260 --> 00:38:15.862
I think this is from the dude from

00:38:15.922 --> 00:38:16.563
Dianetics.

00:38:16.764 --> 00:38:17.824
I think this is L. Ron Hubbard.

00:38:18.925 --> 00:38:19.407
Oh, no.

00:38:19.427 --> 00:38:20.789
I think it was all about like spaceship

00:38:20.809 --> 00:38:21.730
or something, right?

00:38:21.750 --> 00:38:21.829
Yeah.

00:38:22.215 --> 00:38:24.396
Dude, wild stuff.

00:38:24.456 --> 00:38:25.157
Wild.

00:38:25.197 --> 00:38:26.556
Scientology is wild.

00:38:26.976 --> 00:38:27.976
It is a cult.

00:38:28.016 --> 00:38:29.217
Doesn't mean he can't be right about some

00:38:29.257 --> 00:38:29.458
stuff,

00:38:29.697 --> 00:38:32.438
but this is his arc triangle and it

00:38:32.498 --> 00:38:32.978
holds up.

00:38:33.278 --> 00:38:36.860
And the three corners of the arc triangle,

00:38:36.960 --> 00:38:39.300
ARC, what Dave said, affinity,

00:38:39.539 --> 00:38:40.740
you have to have, you can't,

00:38:40.981 --> 00:38:41.920
when the person walks in,

00:38:41.940 --> 00:38:43.981
you can't be like, oh, this guy again.

00:38:44.221 --> 00:38:45.581
You can't have that.

00:38:45.621 --> 00:38:46.922
You have to have a modicum.

00:38:46.981 --> 00:38:48.041
And I love that word because I never

00:38:48.101 --> 00:38:48.342
use it.

00:38:48.862 --> 00:38:50.483
Modicum of affinity.

00:38:52.201 --> 00:38:54.226
Likeability, right?

00:38:54.246 --> 00:38:57.733
So affinity, reality is next.

00:38:59.170 --> 00:39:00.311
We have to be on the same page.

00:39:01.572 --> 00:39:03.373
You couldn't hire someone that you like,

00:39:03.534 --> 00:39:05.275
Dave, I'm guessing,

00:39:05.434 --> 00:39:10.797
that is over here doing the weird thing

00:39:10.818 --> 00:39:12.878
where they do the hand, the Reiki.

00:39:12.918 --> 00:39:14.280
I'm guessing if you're like, hi,

00:39:14.440 --> 00:39:14.880
I'm great.

00:39:14.981 --> 00:39:15.521
You love me.

00:39:15.601 --> 00:39:16.260
I'm a good guy.

00:39:16.681 --> 00:39:17.521
You'd have a beer with me.

00:39:17.561 --> 00:39:18.443
You'd play catch with me.

00:39:18.842 --> 00:39:20.063
But I'm doing Reiki over here.

00:39:20.403 --> 00:39:21.625
You're like, listen, I like you.

00:39:21.644 --> 00:39:22.264
You're a good guy.

00:39:22.465 --> 00:39:23.306
This ain't going to line up.

00:39:24.166 --> 00:39:25.686
So I wish you well.

00:39:26.166 --> 00:39:27.867
I don't hate you for it, but next.

00:39:27.947 --> 00:39:28.126
Right.

00:39:28.387 --> 00:39:29.228
And then communication.

00:39:29.447 --> 00:39:31.527
You have to be able to transfer

00:39:31.547 --> 00:39:32.568
information back and forth.

00:39:32.768 --> 00:39:33.349
And if you can't.

00:39:33.588 --> 00:39:34.469
So that's the arc triangle.

00:39:34.608 --> 00:39:37.250
You have to have those three things to

00:39:37.309 --> 00:39:37.829
achieve.

00:39:37.889 --> 00:39:39.690
And that's the goal is understanding.

00:39:40.731 --> 00:39:42.092
And you've been in situations.

00:39:42.251 --> 00:39:43.072
I've been in situations.

00:39:43.092 --> 00:39:45.672
We've all been in situations where one or

00:39:45.733 --> 00:39:47.652
two or three of these things is out

00:39:47.672 --> 00:39:48.092
of whack.

00:39:48.353 --> 00:39:49.273
It just does not work.

00:39:49.594 --> 00:39:50.313
It doesn't work.

00:39:50.713 --> 00:39:51.934
So the fact that you said affinity,

00:39:51.974 --> 00:39:52.755
I was like, yes.

00:39:55.123 --> 00:39:57.806
I licked the foo, says Dr. Bo.

00:39:58.907 --> 00:39:59.768
You just know.

00:40:00.610 --> 00:40:01.490
And that's simple.

00:40:01.971 --> 00:40:03.152
It's just not easy all the time.

00:40:04.289 --> 00:40:04.750
There's a lot,

00:40:04.791 --> 00:40:06.711
at least for me with like recruiting and

00:40:07.112 --> 00:40:07.873
interviewing and hiring,

00:40:07.913 --> 00:40:09.873
like there's a lot of things that are,

00:40:10.034 --> 00:40:10.855
that's kind of like that,

00:40:10.875 --> 00:40:12.135
where it could be like,

00:40:12.175 --> 00:40:12.856
it could be the one,

00:40:12.916 --> 00:40:13.577
it could be one thing,

00:40:13.597 --> 00:40:15.538
but it's an immediate like disqualifier.

00:40:15.858 --> 00:40:17.438
Like it could be, uh, or,

00:40:17.639 --> 00:40:18.820
or it's like a cluster of things.

00:40:18.860 --> 00:40:22.362
Like, let's say, um, for the,

00:40:22.523 --> 00:40:24.483
either the zoom, the,

00:40:24.503 --> 00:40:25.625
so it's a fifteen minute phone,

00:40:26.226 --> 00:40:27.567
fifteen minute phone call is the first

00:40:27.586 --> 00:40:27.766
step.

00:40:27.786 --> 00:40:29.168
Then the next step is a sixteen minute

00:40:29.188 --> 00:40:30.969
zoom video interview.

00:40:32.338 --> 00:40:33.739
Next step after that is a sixty minute

00:40:33.778 --> 00:40:36.661
in-person evaluation, mock evaluation,

00:40:36.681 --> 00:40:37.360
skills assessment.

00:40:37.380 --> 00:40:39.101
So they evaluate me as the fake patient.

00:40:39.121 --> 00:40:39.842
They get a case.

00:40:41.164 --> 00:40:43.005
If you're late to any of those,

00:40:43.789 --> 00:40:44.730
That's like one thing.

00:40:44.750 --> 00:40:45.971
So it's like, oh, maybe,

00:40:46.070 --> 00:40:47.931
but also could be like life happen, right?

00:40:48.452 --> 00:40:50.414
But then it's like if we meet in

00:40:50.454 --> 00:40:53.956
person and you're, again, you know, Jimmy,

00:40:54.117 --> 00:40:55.378
and some people know,

00:40:55.639 --> 00:40:57.119
I have a certain type of style or

00:40:57.139 --> 00:40:57.420
whatever.

00:40:57.460 --> 00:40:59.842
So if you show up kind of disheveled

00:40:59.882 --> 00:41:02.324
or you're not really clean shaven or you

00:41:02.344 --> 00:41:04.306
look a little like you're hungover or your

00:41:04.326 --> 00:41:06.407
shirt is untucked or what, then I'm like,

00:41:06.487 --> 00:41:08.369
okay, well, so that's something.

00:41:08.548 --> 00:41:10.230
And now I piece together the other time

00:41:10.250 --> 00:41:11.090
that you might've been late.

00:41:11.110 --> 00:41:12.751
So now it's like I'm clustering signals

00:41:12.791 --> 00:41:13.152
around you.

00:41:13.672 --> 00:41:16.034
Yeah, there's pattern recognition.

00:41:16.295 --> 00:41:16.894
But some of those,

00:41:16.954 --> 00:41:18.476
if those things are big enough,

00:41:18.936 --> 00:41:19.416
that could just,

00:41:19.536 --> 00:41:20.617
like one of those things could just

00:41:20.637 --> 00:41:22.617
disqualify someone from our process right

00:41:22.657 --> 00:41:23.778
now.

00:41:24.039 --> 00:41:26.380
It's what my friend Mike Morrison has

00:41:26.420 --> 00:41:28.322
called a knowledge scent.

00:41:28.501 --> 00:41:30.103
It's like you're putting into the world,

00:41:30.123 --> 00:41:32.204
like shows up.

00:41:32.324 --> 00:41:33.905
It's usually never one thing unless the

00:41:34.025 --> 00:41:35.146
one thing is catastrophic.

00:41:35.226 --> 00:41:37.146
It's did this a little odd,

00:41:37.606 --> 00:41:39.949
was late and didn't even apologize or try

00:41:39.969 --> 00:41:41.969
to like communicate why, right?

00:41:42.429 --> 00:41:44.971
There's that great scene from the Will

00:41:44.990 --> 00:41:47.572
Smith movie, Pursuit of Happiness,

00:41:48.112 --> 00:41:50.233
where he tries to get the job and

00:41:50.273 --> 00:41:51.675
he gets the interview and then he shows

00:41:51.735 --> 00:41:53.376
up covered in paint or something.

00:41:53.396 --> 00:41:53.615
Yes.

00:41:54.423 --> 00:41:55.445
I love that movie.

00:41:55.644 --> 00:41:58.987
And he explains it perfectly.

00:42:00.106 --> 00:42:01.168
When the boss was like,

00:42:01.708 --> 00:42:03.369
what would you say to someone if you

00:42:03.389 --> 00:42:04.809
were in my chair and someone dressed up

00:42:04.829 --> 00:42:06.610
like you and was wearing a shirt?

00:42:07.811 --> 00:42:08.492
And if I hired them.

00:42:08.532 --> 00:42:09.371
And if I hired them.

00:42:10.592 --> 00:42:11.313
But he was honest.

00:42:11.373 --> 00:42:11.813
You know what I mean?

00:42:11.833 --> 00:42:12.534
He was like, listen,

00:42:12.713 --> 00:42:13.914
I'm trying to communicate.

00:42:14.635 --> 00:42:16.956
I understand how this isn't good.

00:42:17.931 --> 00:42:18.972
It was not on purpose.

00:42:19.112 --> 00:42:20.474
It is not a sign of my respect

00:42:20.514 --> 00:42:21.434
or lack thereof of you.

00:42:21.934 --> 00:42:23.155
It is because life happened.

00:42:23.195 --> 00:42:24.496
And that person was at least in the

00:42:24.556 --> 00:42:28.559
movie, of course, able to go, okay, okay,

00:42:28.639 --> 00:42:29.760
I get it.

00:42:29.820 --> 00:42:32.501
I get it.

00:42:32.521 --> 00:42:33.382
Do you want to switch topics?

00:42:33.422 --> 00:42:35.043
I have one specifically for you that I

00:42:35.403 --> 00:42:36.965
don't know if you have data on.

00:42:37.445 --> 00:42:39.206
You did your postcard thing a while ago.

00:42:39.246 --> 00:42:40.367
Has it been long enough for you to

00:42:40.387 --> 00:42:41.688
like have results or like?

00:42:42.617 --> 00:42:45.277
Yeah, so we're still,

00:42:46.478 --> 00:42:47.860
I probably spent close to four grand.

00:42:47.880 --> 00:42:49.300
It's still negative, unfortunately.

00:42:49.340 --> 00:42:50.161
So we got leads.

00:42:50.181 --> 00:42:51.501
We got some people booking avals.

00:42:51.521 --> 00:42:52.242
We did,

00:42:53.382 --> 00:42:55.563
one lady booked an aval last week,

00:42:55.603 --> 00:42:56.744
so paid the hundred and seventy five

00:42:56.764 --> 00:42:56.983
bucks.

00:42:57.003 --> 00:42:58.284
So it's like the fifty percent off

00:42:58.465 --> 00:42:59.065
evaluation.

00:43:00.206 --> 00:43:01.987
I had coached one of my therapists and

00:43:02.367 --> 00:43:04.347
I was specifically for this aval.

00:43:04.507 --> 00:43:06.829
I said she was wanting to work on

00:43:06.909 --> 00:43:08.630
balance and maybe some chronic back pain,

00:43:08.650 --> 00:43:08.909
whatever.

00:43:09.409 --> 00:43:09.710
I said,

00:43:09.971 --> 00:43:12.152
you're going to tell her we don't do

00:43:13.800 --> 00:43:14.880
single follow-up visits.

00:43:15.440 --> 00:43:16.742
So whatever her goal is,

00:43:16.762 --> 00:43:19.583
you're going to attach a custom package,

00:43:19.704 --> 00:43:21.724
whatever you think it's going to take to

00:43:21.764 --> 00:43:23.346
help her achieve whatever this first goal

00:43:23.405 --> 00:43:23.545
is.

00:43:23.585 --> 00:43:24.367
Maybe it's the big goal.

00:43:24.407 --> 00:43:26.887
Maybe it's step one of a goal that's

00:43:26.907 --> 00:43:28.188
going to take three steps or whatever.

00:43:29.429 --> 00:43:31.871
So therapists sold or pitched,

00:43:31.990 --> 00:43:34.092
she agreed to like a five visit package,

00:43:34.132 --> 00:43:37.034
which at three fifty a visit was seventeen

00:43:37.074 --> 00:43:37.434
fifty.

00:43:37.534 --> 00:43:39.275
That was that would have been after the

00:43:39.416 --> 00:43:40.056
evaluation.

00:43:40.135 --> 00:43:42.878
So she agrees to that.

00:43:43.422 --> 00:43:44.623
And then like the next day changed their

00:43:44.643 --> 00:43:44.943
minds.

00:43:44.983 --> 00:43:47.005
So still we're still negative,

00:43:47.465 --> 00:43:48.365
but at the same time,

00:43:49.146 --> 00:43:51.547
we're hoping that these postcard assets

00:43:51.807 --> 00:43:56.490
are, uh, on the, hopefully they're like,

00:43:56.530 --> 00:43:57.371
they're like on the fridge.

00:43:57.391 --> 00:43:59.092
They're on the bulletin board, the, the,

00:43:59.934 --> 00:44:02.795
the cork board or in a drawer somewhere.

00:44:02.976 --> 00:44:05.938
And we hope that those seeds grow into

00:44:06.157 --> 00:44:08.320
a cash paying patients in the future.

00:44:08.340 --> 00:44:08.539
But,

00:44:09.574 --> 00:44:10.074
still negative.

00:44:10.153 --> 00:44:11.715
And the company that I did the postcards

00:44:11.755 --> 00:44:13.155
with, um, they are,

00:44:13.456 --> 00:44:14.596
they're hounding me like crazy.

00:44:14.655 --> 00:44:16.456
And I'm just like very direct.

00:44:16.476 --> 00:44:16.976
And I'm like, Hey,

00:44:16.996 --> 00:44:19.717
like maybe it's on data, right?

00:44:19.757 --> 00:44:19.898
Yeah.

00:44:20.117 --> 00:44:20.297
Yeah.

00:44:20.318 --> 00:44:21.139
But like, they're like, Hey,

00:44:21.199 --> 00:44:22.378
like when you want to run your next

00:44:22.418 --> 00:44:22.798
campaign.

00:44:22.818 --> 00:44:25.179
And I'm like, well, I got Lee,

00:44:25.300 --> 00:44:28.242
I got a few leads, but like,

00:44:28.282 --> 00:44:29.222
you know, it's not,

00:44:30.097 --> 00:44:30.516
I mean, it was,

00:44:30.757 --> 00:44:31.597
I think it was two or three,

00:44:31.617 --> 00:44:32.498
I think it was like two or three

00:44:32.518 --> 00:44:33.079
campaigns.

00:44:33.199 --> 00:44:33.998
So I, you know,

00:44:34.018 --> 00:44:35.280
I spent a couple thousand bucks and I'm

00:44:35.300 --> 00:44:36.380
like, I needed,

00:44:36.800 --> 00:44:38.141
if I spend that much with Google,

00:44:38.181 --> 00:44:40.083
like I get more leads and I get

00:44:40.342 --> 00:44:41.422
people to convert and pay.

00:44:41.463 --> 00:44:41.903
So it's like,

00:44:42.443 --> 00:44:43.684
of course I want to take some ownership.

00:44:43.724 --> 00:44:45.025
Like maybe there's like,

00:44:45.505 --> 00:44:46.666
it's part of the funnel and I got

00:44:46.686 --> 00:44:48.047
to like optimize some of the steps.

00:44:48.547 --> 00:44:49.367
Maybe it's the words,

00:44:49.407 --> 00:44:50.568
maybe it's too many words.

00:44:50.628 --> 00:44:52.148
Like maybe we need to redesign it.

00:44:52.789 --> 00:44:54.951
But the company, I was just,

00:44:55.351 --> 00:44:56.471
the company did the postcards.

00:44:56.510 --> 00:44:57.311
I was kind of just like,

00:44:58.213 --> 00:45:00.014
Yeah, I might revisit it,

00:45:00.034 --> 00:45:01.474
but it's not my main priority.

00:45:01.514 --> 00:45:02.514
And I was hoping that they would give

00:45:02.534 --> 00:45:05.835
me some discount or something to run the

00:45:05.856 --> 00:45:06.436
next campaign.

00:45:06.476 --> 00:45:07.737
So I'm just holding out for right now.

00:45:08.257 --> 00:45:09.277
I would put them on my side of

00:45:09.317 --> 00:45:10.878
the table and go, help me understand.

00:45:11.137 --> 00:45:13.538
We paid X, I got ten leads,

00:45:13.918 --> 00:45:14.759
two converted.

00:45:15.659 --> 00:45:19.940
Why would increasing this be

00:45:20.000 --> 00:45:22.420
disproportionately good?

00:45:22.521 --> 00:45:24.221
Because they have the data, right?

00:45:24.240 --> 00:45:25.521
Because they gave you the QR code,

00:45:25.541 --> 00:45:26.822
so they can see how many scans there

00:45:26.842 --> 00:45:26.961
are.

00:45:28.048 --> 00:45:28.409
Correct.

00:45:28.688 --> 00:45:29.509
They should, they should,

00:45:29.769 --> 00:45:30.329
they should have it.

00:45:30.590 --> 00:45:31.349
Yeah.

00:45:31.389 --> 00:45:32.670
They should be sitting there going, man,

00:45:32.690 --> 00:45:33.371
this struck out.

00:45:33.391 --> 00:45:33.490
We,

00:45:33.650 --> 00:45:35.771
if we want to not lose him forever,

00:45:36.351 --> 00:45:37.391
we need to sit on his side of

00:45:37.411 --> 00:45:37.891
the table,

00:45:38.211 --> 00:45:39.452
not try to sell him something again.

00:45:40.032 --> 00:45:41.432
So here, here's the,

00:45:41.492 --> 00:45:43.414
here's the challenge with these postcards,

00:45:43.474 --> 00:45:43.693
right?

00:45:44.074 --> 00:45:45.875
Is this relates to,

00:45:46.014 --> 00:45:47.474
you remember when I was telling you guys

00:45:47.494 --> 00:45:50.155
that I was sending out handwritten letters

00:45:50.615 --> 00:45:50.735
or,

00:45:50.815 --> 00:45:52.476
or printed letters and sign it and signing

00:45:52.496 --> 00:45:55.137
the letters to practice owners to

00:45:55.157 --> 00:45:56.458
potentially buy their practice, right?

00:45:57.648 --> 00:45:59.389
So I had done that the past couple

00:45:59.409 --> 00:46:02.791
of years and I heard other people online

00:46:02.831 --> 00:46:03.251
doing it,

00:46:03.550 --> 00:46:05.391
like where they were sending letters to

00:46:05.452 --> 00:46:06.773
potential business owners to see if they

00:46:06.813 --> 00:46:07.773
wanted to sell their business.

00:46:08.653 --> 00:46:11.894
And a lot of those business owners will

00:46:11.936 --> 00:46:15.117
not reply or respond until they get three

00:46:15.157 --> 00:46:17.057
or four or five or six letters from

00:46:17.097 --> 00:46:18.338
that company because they think it's a

00:46:18.398 --> 00:46:19.940
scam or they don't take it seriously

00:46:20.059 --> 00:46:20.460
upfront.

00:46:21.385 --> 00:46:22.445
So now the company that does the

00:46:22.485 --> 00:46:22.846
postcards,

00:46:23.065 --> 00:46:24.346
they're kind of saying that they're kind

00:46:24.365 --> 00:46:25.067
of like, well, you,

00:46:25.106 --> 00:46:26.226
you kind of need more volume.

00:46:26.266 --> 00:46:27.307
You need, you know, you need,

00:46:27.347 --> 00:46:29.268
but it's like, I know I need, yes,

00:46:29.349 --> 00:46:29.728
I agree.

00:46:29.768 --> 00:46:30.548
I need more outbound.

00:46:30.588 --> 00:46:30.789
Yes.

00:46:30.829 --> 00:46:32.889
I need more volume of these postcards to

00:46:32.909 --> 00:46:33.269
go out.

00:46:33.610 --> 00:46:34.510
But at the same time,

00:46:35.010 --> 00:46:37.271
like I'm outlaying money now.

00:46:37.411 --> 00:46:37.672
And like,

00:46:37.711 --> 00:46:39.853
I got to wait like so much longer

00:46:40.072 --> 00:46:41.293
to get that money back.

00:46:42.014 --> 00:46:43.695
So the risk is all on me.

00:46:44.875 --> 00:46:48.277
Um, like what risk are you taking?

00:46:48.536 --> 00:46:50.257
None basically, you know?

00:46:50.398 --> 00:46:50.858
So it's like,

00:46:51.519 --> 00:46:54.021
yes it is a long-term play no matter

00:46:54.081 --> 00:46:56.081
what and yes you should only be doing

00:46:56.101 --> 00:46:58.402
this if you have like an extra testing

00:46:58.501 --> 00:47:00.382
like this this was literally a test

00:47:00.402 --> 00:47:02.663
marketing budget i knew that like hey i

00:47:02.702 --> 00:47:05.063
got this money uh it's a deduction you

00:47:05.083 --> 00:47:06.824
know it's a tax write-off will boyd might

00:47:06.864 --> 00:47:08.364
still be here live and he can confirm

00:47:08.385 --> 00:47:09.644
that this would be a marketing tax

00:47:09.664 --> 00:47:12.246
deduction expense hundred percent it's an

00:47:12.266 --> 00:47:14.445
expense but it's also like i know that

00:47:14.485 --> 00:47:15.987
like some people will keep these some

00:47:16.027 --> 00:47:18.146
people like i think charles lockwood or

00:47:18.186 --> 00:47:19.887
somebody online another pt in another

00:47:19.927 --> 00:47:20.507
state said

00:47:21.231 --> 00:47:22.873
Someone had this like of his,

00:47:22.893 --> 00:47:23.813
like in their drawer.

00:47:24.275 --> 00:47:24.695
And, you know,

00:47:24.755 --> 00:47:26.936
six to nine months later after the mailer,

00:47:27.277 --> 00:47:27.876
they called him.

00:47:27.998 --> 00:47:28.217
Right.

00:47:28.257 --> 00:47:29.639
So it'll, it'll convert.

00:47:29.679 --> 00:47:29.918
It'll,

00:47:30.239 --> 00:47:33.121
it'll eventually get us more calls and

00:47:33.641 --> 00:47:34.663
leads, but it's like,

00:47:35.364 --> 00:47:37.065
how many thousands of dollars?

00:47:37.105 --> 00:47:37.224
Like,

00:47:37.244 --> 00:47:38.545
do I need to do four or five,

00:47:38.626 --> 00:47:38.945
six,

00:47:39.686 --> 00:47:41.809
seven thousand dollars or something to

00:47:41.849 --> 00:47:43.190
then, to then get it back?

00:47:43.931 --> 00:47:46.172
you know in six to nine months like

00:47:46.211 --> 00:47:48.652
what like it's not great for cash flow

00:47:48.692 --> 00:47:49.612
you know what i mean it kind of

00:47:49.693 --> 00:47:51.472
is like it's not in reality it's not

00:47:51.532 --> 00:47:53.673
ideal it's not ideal now if it were

00:47:53.793 --> 00:47:55.974
gangbusters then we would pour more money

00:47:56.014 --> 00:47:59.175
into it right right and so we just

00:47:59.215 --> 00:48:01.155
can't right now or it just doesn't make

00:48:01.175 --> 00:48:02.817
sense to do it this is what i

00:48:02.936 --> 00:48:06.418
really want and it hasn't happened for the

00:48:06.478 --> 00:48:09.619
live stream is there are people out there

00:48:09.679 --> 00:48:10.278
who've done

00:48:11.396 --> 00:48:13.626
disproportionately stupid ideas.

00:48:14.521 --> 00:48:15.222
And they've worked.

00:48:15.541 --> 00:48:18.362
So one of those where we did this

00:48:18.422 --> 00:48:19.722
crazy thing and it worked.

00:48:20.563 --> 00:48:22.063
I think what works in Bangor,

00:48:22.103 --> 00:48:24.943
Maine works in New York City to an

00:48:25.003 --> 00:48:26.224
extent.

00:48:26.244 --> 00:48:27.143
There's differences,

00:48:27.184 --> 00:48:29.184
but there's more similarities than

00:48:29.224 --> 00:48:29.764
differences.

00:48:29.864 --> 00:48:31.324
There's some things that will never work

00:48:31.405 --> 00:48:33.144
and some things that would.

00:48:33.925 --> 00:48:35.985
Maybe we'll try to start poking in some

00:48:36.005 --> 00:48:37.346
of the Facebook groups that we run.

00:48:37.965 --> 00:48:41.186
I just want a big repository of ideas.

00:48:42.311 --> 00:48:43.898
Because I think the thing that we sell

00:48:44.440 --> 00:48:44.722
is great.

00:48:45.690 --> 00:48:45.971
It's great.

00:48:46.010 --> 00:48:46.311
No notes.

00:48:46.391 --> 00:48:47.972
And I'm not here to change your clinical

00:48:47.992 --> 00:48:48.271
anything.

00:48:48.291 --> 00:48:48.831
No one wants that.

00:48:49.472 --> 00:48:52.373
It's this outreach thing.

00:48:52.454 --> 00:48:53.855
We used to call it a swipe file.

00:48:54.175 --> 00:48:55.074
It's like when you had an idea,

00:48:55.094 --> 00:48:55.894
but you couldn't do it now,

00:48:55.914 --> 00:48:56.755
you put it in the drawer.

00:48:57.036 --> 00:48:57.675
And then every once in a while,

00:48:57.695 --> 00:48:58.836
you break the drawer out and you just

00:48:58.876 --> 00:48:59.777
kind of comb through it.

00:48:59.797 --> 00:49:00.818
And you're like, yeah,

00:49:00.838 --> 00:49:02.077
that's a good timing for it now.

00:49:02.358 --> 00:49:03.559
I think the answer right now,

00:49:03.858 --> 00:49:04.498
three years ago,

00:49:04.559 --> 00:49:06.139
is do everything with a QR code and

00:49:06.179 --> 00:49:06.940
everything's digital.

00:49:06.960 --> 00:49:08.161
And you give away a digital guide and

00:49:08.181 --> 00:49:09.661
a PDF and a course and a video.

00:49:10.202 --> 00:49:11.802
I think that's so saturated that the

00:49:11.902 --> 00:49:12.902
answer now is analog.

00:49:14.588 --> 00:49:16.909
Now you give them something stunningly

00:49:16.969 --> 00:49:19.769
simple or stupid and you make it cute.

00:49:20.469 --> 00:49:21.590
Realtors are good at this.

00:49:22.231 --> 00:49:25.311
Like if you gave out corkscrews,

00:49:25.351 --> 00:49:26.112
doesn't make any sense,

00:49:26.213 --> 00:49:27.333
but draw a straight line between

00:49:27.373 --> 00:49:29.713
corkscrews and whatever and be like,

00:49:31.355 --> 00:49:32.454
if you want to be able to open

00:49:32.474 --> 00:49:34.516
that great bottle of red five years from

00:49:34.556 --> 00:49:36.217
now, we should start doing curls now.

00:49:36.876 --> 00:49:38.018
I'm Dave.

00:49:38.038 --> 00:49:38.697
Like, you know what I mean?

00:49:38.998 --> 00:49:40.699
And then that stays in their drawer.

00:49:41.018 --> 00:49:42.559
When they have that problem, you're there.

00:49:42.579 --> 00:49:43.559
Yeah.

00:49:44.445 --> 00:49:46.346
Because the problem used to be,

00:49:46.726 --> 00:49:48.086
where the hell are all my phone numbers?

00:49:48.668 --> 00:49:50.409
And a good pizzeria gave you a magnet.

00:49:51.329 --> 00:49:53.190
And if you made it on their refrigerator,

00:49:53.731 --> 00:49:54.210
game over.

00:49:54.411 --> 00:49:56.052
You're calling that number when you have

00:49:56.092 --> 00:49:56.713
pizza problem,

00:49:56.932 --> 00:49:58.934
which is every Friday or every two weeks.

00:49:59.235 --> 00:50:01.255
That magnet has great ROI.

00:50:04.320 --> 00:50:05.661
So I would love to find out because

00:50:05.681 --> 00:50:07.043
there's a million stories out there.

00:50:07.143 --> 00:50:08.545
There's a million story in the Naked City

00:50:08.565 --> 00:50:09.326
and this one is mine.

00:50:10.206 --> 00:50:11.807
I think that it would be great to

00:50:12.108 --> 00:50:12.989
collect those.

00:50:13.429 --> 00:50:14.951
And I think most PTs when they hit

00:50:14.990 --> 00:50:17.152
it are more than happy to share it

00:50:17.172 --> 00:50:18.934
because you're not competing really with

00:50:18.954 --> 00:50:20.094
the person across the country.

00:50:20.255 --> 00:50:21.356
There's more of us that should be in

00:50:21.717 --> 00:50:23.418
concert than should be in competition.

00:50:23.438 --> 00:50:25.000
Right.

00:50:26.059 --> 00:50:27.539
uh i gotta finish a few minutes early

00:50:27.579 --> 00:50:30.400
but we are also looking to do revisit

00:50:30.681 --> 00:50:32.742
meta ads so facebook ads and google i'm

00:50:32.782 --> 00:50:35.063
sorry facebook ads and instagram ads great

00:50:35.204 --> 00:50:37.505
and um yeah i'm gonna be speaking to

00:50:37.525 --> 00:50:39.005
two different companies this week two of

00:50:39.025 --> 00:50:41.827
the ones that you know of um and

00:50:41.847 --> 00:50:44.289
uh yeah we'll we'll see and it's like

00:50:44.349 --> 00:50:47.349
hey that's like maybe that'll be more

00:50:47.369 --> 00:50:50.871
efficient or maybe that

00:50:51.311 --> 00:50:53.012
is still a challenge because New Yorkers

00:50:53.032 --> 00:50:55.393
are really skeptical and don't trust

00:50:55.472 --> 00:50:56.713
service-based businesses.

00:50:57.574 --> 00:50:58.574
Maybe that's your ad.

00:50:59.034 --> 00:51:00.315
If I were writing copy,

00:51:00.476 --> 00:51:02.056
like I was doing back in radio times

00:51:02.117 --> 00:51:03.018
before AI kids,

00:51:03.038 --> 00:51:03.838
we used to use a pencil.

00:51:05.498 --> 00:51:05.998
The problem,

00:51:06.099 --> 00:51:08.161
if you said the problem is my audience

00:51:08.201 --> 00:51:10.481
is usually skeptical, I would open with,

00:51:10.661 --> 00:51:11.943
I'm sure you're probably skeptical about

00:51:11.983 --> 00:51:12.202
this.

00:51:13.163 --> 00:51:14.384
It immediately disarms them.

00:51:14.603 --> 00:51:15.925
And you don't have to say it verbatim,

00:51:16.385 --> 00:51:18.465
but it needs to be said either literally

00:51:18.706 --> 00:51:19.226
or implied.

00:51:20.148 --> 00:51:20.849
This feels too good.

00:51:21.110 --> 00:51:21.891
Like you've heard the ad.

00:51:23.092 --> 00:51:26.159
A twenty twenty six Toyota Camry for less

00:51:26.179 --> 00:51:27.481
than twenty six thousand.

00:51:28.061 --> 00:51:29.184
That can't be right.

00:51:29.485 --> 00:51:31.347
That immediately says this seems too good

00:51:31.367 --> 00:51:31.809
to be true.

00:51:32.048 --> 00:51:33.351
In fact, I'm going to keep talking,

00:51:33.391 --> 00:51:33.552
though.

00:51:34.539 --> 00:51:36.041
I don't know what our spin is on

00:51:36.081 --> 00:51:36.320
that.

00:51:36.701 --> 00:51:38.221
But whatever it is, you take the bullet.

00:51:38.240 --> 00:51:38.902
You eight mile them.

00:51:38.942 --> 00:51:40.161
You take the bullet out of their gun

00:51:40.501 --> 00:51:40.822
first.

00:51:41.081 --> 00:51:42.503
Everything that they would crap on you

00:51:42.523 --> 00:51:44.222
for, you say it and you go,

00:51:44.242 --> 00:51:46.083
this is true that we are more expensive.

00:51:46.543 --> 00:51:47.965
We're more expensive than every other

00:51:48.005 --> 00:51:49.065
clinic that you can Google.

00:51:49.364 --> 00:51:50.646
Don't even bother Googling every other

00:51:50.686 --> 00:51:51.365
clinic in Manhattan.

00:51:51.606 --> 00:51:52.505
We're more expensive.

00:51:52.905 --> 00:51:54.547
And then leave it open ended.

00:51:54.867 --> 00:51:55.387
I like it.

00:51:55.407 --> 00:51:56.186
I like it.

00:51:56.206 --> 00:51:57.487
There's probably a reason for that.

00:52:00.423 --> 00:52:02.244
Because we wouldn't be in business if we

00:52:02.264 --> 00:52:03.525
didn't get results for other people that

00:52:03.545 --> 00:52:04.364
were paying out of pocket.

00:52:04.625 --> 00:52:05.726
Then that's your next line.

00:52:05.826 --> 00:52:07.206
And we've been in business for three

00:52:07.226 --> 00:52:07.527
years.

00:52:07.686 --> 00:52:10.847
How do you think that works?

00:52:11.188 --> 00:52:12.347
And then your next line is,

00:52:12.628 --> 00:52:14.668
if you have this, this, or this problem,

00:52:15.210 --> 00:52:16.050
and you're in Manhattan,

00:52:16.269 --> 00:52:17.431
we solve it and we come to your

00:52:17.471 --> 00:52:19.210
house.

00:52:19.351 --> 00:52:19.690
I don't know.

00:52:20.172 --> 00:52:21.052
That's just how I would do it.

00:52:21.532 --> 00:52:22.311
But I would pretty it up.

00:52:22.393 --> 00:52:23.452
That's when you use AI.

00:52:23.693 --> 00:52:24.934
Use humans for this.

00:52:25.173 --> 00:52:25.813
You pretty it.

00:52:26.014 --> 00:52:27.193
You smooth it and you sand it.

00:52:27.213 --> 00:52:28.394
All right, let's do parting shots.

00:52:29.693 --> 00:52:31.414
man, we, we bounced around all over, but,

00:52:31.434 --> 00:52:32.534
um, I I'm,

00:52:32.755 --> 00:52:34.617
I'm fine with continuing to focus,

00:52:34.677 --> 00:52:37.380
at least for us focusing on the, uh,

00:52:37.679 --> 00:52:40.942
premium out of pocket service delivery of

00:52:41.043 --> 00:52:43.364
what we also call physical therapy,

00:52:43.505 --> 00:52:45.806
even though we kind of think that the

00:52:46.706 --> 00:52:50.269
offering or the overall system or

00:52:50.289 --> 00:52:52.251
presentation is either similar or

00:52:52.291 --> 00:52:54.293
different than the network practices.

00:52:54.333 --> 00:52:58.137
But yeah, I just, it just, uh,

00:52:59.056 --> 00:53:00.577
Someone paying out of pocket to work with

00:53:00.637 --> 00:53:02.719
us, they take it more seriously.

00:53:02.840 --> 00:53:05.041
They're more likely to get results faster.

00:53:06.483 --> 00:53:08.945
And then the cash flow is just amazing.

00:53:09.704 --> 00:53:11.266
And then also side note for us to

00:53:11.286 --> 00:53:12.507
talk about in the next week or two,

00:53:13.847 --> 00:53:15.469
probably hiring another therapist soon.

00:53:15.530 --> 00:53:16.791
Might even hire two before the end of

00:53:16.811 --> 00:53:17.231
the year.

00:53:17.291 --> 00:53:18.192
So we're rocking.

00:53:19.652 --> 00:53:20.914
So yeah, we got a lot going on.

00:53:21.074 --> 00:53:22.474
And also another topic,

00:53:22.614 --> 00:53:24.295
I'm speaking to a virtual assistant

00:53:24.335 --> 00:53:24.617
company,

00:53:24.637 --> 00:53:26.998
hiring two virtual assistants to do our

00:53:27.038 --> 00:53:27.619
phone calls.

00:53:28.454 --> 00:53:31.416
So that's a big lift for me as

00:53:31.476 --> 00:53:33.858
well to kind of get the whole script

00:53:33.898 --> 00:53:36.101
navigated and coach them and all that.

00:53:36.201 --> 00:53:37.802
So yeah, a lot going on.

00:53:37.842 --> 00:53:38.302
Good stuff.

00:53:39.103 --> 00:53:40.603
I think if you took the transcript of

00:53:40.704 --> 00:53:42.545
every episode that we've done in this live

00:53:42.565 --> 00:53:44.166
stream and ran it through AI and said,

00:53:44.246 --> 00:53:46.389
find like, what's the commonality?

00:53:46.688 --> 00:53:49.532
I think it's this, for me anyway.

00:53:50.391 --> 00:53:51.954
Just make sure you understand what game

00:53:51.974 --> 00:53:52.373
you're playing.

00:53:53.735 --> 00:53:55.757
Because if you're playing the I'm not

00:53:55.797 --> 00:53:56.818
making enough money game,

00:53:57.699 --> 00:53:58.980
And the answer you think is go get

00:53:59.000 --> 00:53:59.820
more certifications.

00:54:00.001 --> 00:54:01.101
You're not playing it right.

00:54:01.902 --> 00:54:03.565
You're changing the color of your jersey.

00:54:03.585 --> 00:54:04.786
That doesn't help you, right?

00:54:04.846 --> 00:54:06.608
I need you to change what skates you're

00:54:06.648 --> 00:54:08.068
wearing or I need you to leave that

00:54:08.088 --> 00:54:08.949
game if you don't like it.

00:54:09.349 --> 00:54:10.610
Understand what game you're playing.

00:54:11.032 --> 00:54:13.173
Understand the rules so well you can bend

00:54:13.193 --> 00:54:15.155
them and break them and not get caught.

00:54:16.175 --> 00:54:17.635
It doesn't mean break the law.

00:54:17.896 --> 00:54:18.976
I'm going to say that because otherwise

00:54:18.996 --> 00:54:19.755
our lawyers will freak out.

00:54:20.077 --> 00:54:21.516
What it means is understand the rules so

00:54:21.556 --> 00:54:22.898
well, you know where the gaps are.

00:54:23.637 --> 00:54:25.278
The story was Wayne Gretzky,

00:54:25.498 --> 00:54:26.239
when he was a kid,

00:54:26.639 --> 00:54:29.480
had the little whiteboard that coaches

00:54:29.500 --> 00:54:30.900
would use in hockey and draw whatever.

00:54:31.601 --> 00:54:33.141
He would follow with his finger on a

00:54:33.202 --> 00:54:33.461
pen

00:54:34.769 --> 00:54:37.032
where the puck was on the ice.

00:54:37.411 --> 00:54:38.492
And then when he was done,

00:54:38.793 --> 00:54:40.114
he didn't look at where the lines were.

00:54:40.353 --> 00:54:41.275
He looked at where it wasn't.

00:54:41.335 --> 00:54:41.614
And he goes,

00:54:41.675 --> 00:54:42.516
I'm going to go hang out there.

00:54:43.195 --> 00:54:43.976
When I have the puck,

00:54:44.036 --> 00:54:45.036
I'm going to go where people aren't.

00:54:45.557 --> 00:54:46.679
So he understood those.

00:54:46.878 --> 00:54:47.398
That's why Wayne,

00:54:47.498 --> 00:54:48.940
it's called Wayne Gretzky's office.

00:54:49.440 --> 00:54:50.581
Nobody went behind the net.

00:54:50.762 --> 00:54:52.003
Well, you can't score from back there,

00:54:52.202 --> 00:54:52.983
but you know, it's really,

00:54:53.023 --> 00:54:54.204
really easy to do from back there.

00:54:54.523 --> 00:54:55.824
Pass to people that are open,

00:54:56.106 --> 00:54:58.567
which is why he has the most assists.

00:54:58.887 --> 00:54:59.608
Do you know the stat?

00:54:59.827 --> 00:55:01.630
If Wayne Gretzky scored zero goals in his

00:55:01.650 --> 00:55:01.949
career,

00:55:03.206 --> 00:55:05.108
he would still have the most points scored

00:55:05.188 --> 00:55:05.387
ever,

00:55:05.608 --> 00:55:07.650
which means he has more assists than

00:55:07.791 --> 00:55:09.512
everybody else has assists and goals.

00:55:09.833 --> 00:55:10.793
Yes, he's a goal scorer.

00:55:11.255 --> 00:55:12.335
Now he's not the leading goal scorer.

00:55:12.556 --> 00:55:14.697
He's still the most assist leader and

00:55:14.739 --> 00:55:14.938
pointer.

00:55:14.958 --> 00:55:16.721
So Wayne just understood what game he was

00:55:16.760 --> 00:55:17.001
playing.

00:55:17.021 --> 00:55:17.380
All right,

00:55:17.440 --> 00:55:18.643
we'll talk to you guys on Tuesday.

00:55:18.983 --> 00:55:19.704
Have a great weekend.

00:55:20.164 --> 00:55:20.344
Enjoy.

00:55:22.061 --> 00:55:22.262
That's it.

00:55:22.282 --> 00:55:22.521
We're out.

00:55:22.541 --> 00:55:24.063
Boys, what the hell are you doing?

00:55:24.103 --> 00:55:26.925
Follow Tony Meritato on YouTube at Total

00:55:26.965 --> 00:55:28.005
Therapy Solution.

00:55:28.045 --> 00:55:29.045
Find Dave Kittle at

00:55:29.065 --> 00:55:32.248
conciergepainrelief.com and on YouTube at

00:55:32.268 --> 00:55:33.449
The Dave Kittle Show.

00:55:33.608 --> 00:55:36.710
And follow Jimmy McKay at PT Pinecast on

00:55:36.811 --> 00:55:38.092
YouTube, the socials,

00:55:38.172 --> 00:55:39.952
and wherever you binge podcasts you

00:55:39.972 --> 00:55:41.653
pretend are for CEUs.

00:55:41.954 --> 00:55:43.394
And hey, just a reminder,

00:55:43.875 --> 00:55:45.215
none of this was for advice.

00:55:45.255 --> 00:55:46.577
This was for entertainment only.

00:55:47.016 --> 00:55:48.378
Our lawyers say that counts.

00:55:48.458 --> 00:55:49.338
Thanks, Keith.