Useful > Difficult: Building a PT Brand That Actually Connects

WEBVTT

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Good morning to you, Tony.

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Tony in the car.

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That's like Tony mobile breakfast club.

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I just pulled into the clinic like a

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minute before we went live and it's a

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gloomy cloudy day.

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I'm like,

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I'm just going to talk from the car.

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Just talk from the car.

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Yeah.

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I mean, it's gloomy season.

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We're going to deal with this.

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This is what the Northeast brings.

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Everybody's like, but you got seasons.

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And I'm like,

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I'm good with the happy seasons,

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but I guess we'll take the sad.

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I will.

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I will always take.

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I love the freezing cold because it gets

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me ready for spring.

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I love the burning hot because it gets

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me ready for fall.

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Like I was just thinking about this last

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night.

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Humans need adversity.

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We will find it or create it if

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we don't have it.

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I like hot.

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I like three out of four seasons.

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And it's not even like I don't like

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winter.

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It's like upstate New York, though.

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It's humid and cold.

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You do winter like in Colorado,

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but it's like, oh, it is nice there.

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Winter's great.

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There's also sun.

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So this is the stuff that makes you

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appreciate the good stuff.

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All right.

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Well,

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can I just like learn that and then

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have good stuff forever?

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No, we can't.

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We can't do that.

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We have to experience the adversity.

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This this should be a marketing position

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for physical therapy clinics.

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We should be marketing to the person who

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understands.

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Life is amazing.

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We're in the most blessed time ever to

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be a human alive on the planet earth.

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We need to embrace challenge and adversity

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and either we control it by paying a

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therapist to make us do difficult things

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or we don't control it and we let

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life happen.

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And usually that's not a great outcome.

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But who do we market to?

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Everybody.

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And we try to convince the people on

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the side of the bell curve that are

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just going to go, well,

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can you just rub it?

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Yeah.

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You just shoot it with a light.

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Can you just like do the strap the

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thing on it?

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And then I'll sit here and I'll read

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the magazine.

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We want everybody to get to the end

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or to get into that improved place.

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But we spend an inordinate amount of time

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on those people, I guess.

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Is that right?

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That's probably right.

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Yeah.

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Yeah.

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No, I agree.

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We try to sell convenience and ease.

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I just heard somebody say the other day,

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you know, the falsehood of convenience.

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It was a great podcast talking about how

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detrimental convenience is.

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Well, what's that line?

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It's like hard times make hard men,

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hard men make easy times,

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easy times make easy soft men,

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soft men make hard times.

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And it's just like, it's a loop, right?

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I mean, it's the same with me.

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I mean, I know you're right.

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It's like, I didn't do it on purpose.

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I'm wearing the shirt, been there,

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done that, bought the t-shirt.

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This is the shirt where I did my

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first Ironman.

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I will wear this shirt to the rest

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of my life.

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And it says, like, swim,

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two point four bike,

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one hundred twelve run,

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twenty six point to brag,

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brag about it for the rest of your

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life.

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But the funny part is every time I

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take the shirt out, I do think like,

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oh,

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I got to do something now.

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Like I haven't done something.

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Let's look,

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what have I done in a while?

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Nothing like, you know,

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I showed the other day.

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Oh wait, well,

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Jimmy's been doing something.

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He's doing something on his Peloton,

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but it's not consistent because there's no

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thing to shoot for.

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Like I'm a big, dumb animal.

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I need six months from now.

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You're going to be on the starting line

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and you're going to look like a pile

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of crap.

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Unless you do something now,

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like what you do now.

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Um,

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And I knew that even before I started

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paying attention, I bought...

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Don't know why.

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Bought myself...

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Doing an Ironman was a thing for me.

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None of my friends did anything like that.

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Doing a marathon was a thing for me.

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None of my friends did any marathons.

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But I watched the New York City Marathon

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for like...

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Five hours every for some reason,

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I'd be a little kid, you know,

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with my feetsies pajamas and the New York

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City Marathon would be on NBC for five

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hours the first day in November.

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And I was I remember thinking as a

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kid, I never said it out loud,

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but I was like, I that's a thing.

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That's a hill.

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I would like that's a thing.

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I want to accomplish that.

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And then I did that.

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And then it was like, well,

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what's beyond what's beyond?

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I bought a legitimate,

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I went to a website like Street Signs

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USA, like where DPWs make street signs.

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And I bought a street sign that said

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finish line, like a yellow,

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the yellow diamond street sign,

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black lettering, finish line,

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seventy point three miles.

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And I hung it near my apartment door

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because I knew I needed to be jabbed

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with a stick.

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Like,

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you're not bringing your workout bed to

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work day?

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Huh.

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An entire day of not doing something.

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That's not going to become closer.

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And I knew I needed that.

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But yeah, I guess you're right.

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Like we knew we do.

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We're not going to climb any hill or

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cross any finish line unless we're poked

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with sticks.

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Yeah.

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Yeah.

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And then figuring out how to make the

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person want to be poked with sticks

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different or finding the person who

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already knows they want to be poked with

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sticks.

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Like that's where we can really make the

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most significant change.

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So would a physical therapy clinic,

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would a different type of physical therapy

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clinic, and I know that are out there,

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your initial evaluation,

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Could be me walking you around my clinic

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because I got blaze pods on one wall

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and I got this.

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And then I'm just like,

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which one of these things looks like it

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would motivate you?

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I can figure out how to make it.

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I can figure out how to make blaze

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pods a leg exercise.

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I can figure out how to make it

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a vestibular exercise.

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I can figure out how to make it

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an arm exercise.

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That's the creativity of a therapy.

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That's the magic.

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The big dumb animal stuff is like,

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which one of these things looks great?

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And you're like,

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cause I'm going to put you on the

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stair master.

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And you're like, I hate walking stairs.

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Well then don't do that.

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Don't just be like, well,

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that's the best thing for you for the

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evidence.

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It's like,

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but they're not going to do it.

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Like, isn't that it?

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Like, do we,

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do we use the gimmicks for, for good?

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Yes,

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but I would say let's learn from what's

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working already.

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You know, I remember researching this.

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I don't know.

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I'm going to use fake numbers.

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Thirty thousand people register for the

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Boston Marathon.

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Right.

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Twenty nine thousand nine hundred and

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ninety nine of them know that they are

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going to lose.

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They know that they're not going to win

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the race, but it is a race.

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And they're paying for hotels.

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They're paying for flights.

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They're paying for training.

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They're paying for shoes.

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They're paying for all this stuff.

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They're investing thousands of dollars,

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hours of effort, lots of frustration,

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running the risk of injury,

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knowing that there's a chance they could

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get injured during the training,

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like all of this stuff.

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Yet you cannot keep them out of it.

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They're battling for a spot to lose the

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race.

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It's the start line.

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And you take something like that and

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you're like, well,

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why did somebody take them through and

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like figure out how to motivate them to

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get them to want to do it?

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No,

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it was they already knew what they wanted

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to do.

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And then they went out and found the

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resources to do it.

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We don't want I don't want to convince

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you, Jimmy,

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that this is the most important thing or

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try to figure out how to motivate you.

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I want you to find my content.

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full circle, find my content with me,

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make the connection and say,

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that is the guy that's going to get

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me to what I want.

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That is the guy who's going to make

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the roadmap or have the resources for me

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to achieve my goals.

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I mean,

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that that's why kids are paying hundreds

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of thousands of dollars for the PT degree.

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That's why people pay to go lose a

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race.

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That's why, you know,

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you look at Spartan race and all of

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these other like challenges,

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people

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people will put themselves through misery

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because they want it.

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They're seeking it and they will pay

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ridiculous amounts of money for it.

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Yeah.

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I was pretty sure I wasn't winning any

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of the New York city marathons.

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I was pretty sure there is a funny

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story.

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It's quick.

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I promise.

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The morning I ran my first one,

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it was a, there was a family party,

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not about the marathon, but there was my,

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my cousin was with my grandmother who was

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probably in her nineties at the time.

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And she put the marathon on TV to

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be like, grandma, Jimmy,

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Jimmy's running in the marathon, whatever.

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And,

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Now grandma's interested.

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She's like, what?

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He's on TV?

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There he is.

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My cousin got a text message.

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Jimmy finished.

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So she turns to my grandmother who's in

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her nineties from Scotland and said,

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grandma, Jimmy finished the marathon.

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And grandma said, first place.

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And she's, and Kara was like,

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going to let her down.

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And she goes, no.

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And she said, second place then.

00:08:32.985 --> 00:08:35.485
Like the optimism of grandmothers.

00:08:35.605 --> 00:08:37.645
I think about that all the time.

00:08:37.926 --> 00:08:39.187
That wasn't the reason I was running.

00:08:39.226 --> 00:08:40.767
I was running to have had done it.

00:08:41.307 --> 00:08:41.508
Yeah.

00:08:41.908 --> 00:08:42.687
And we're all different.

00:08:42.807 --> 00:08:43.327
Like for me,

00:08:43.347 --> 00:08:44.928
a weightlifting competition or a

00:08:44.969 --> 00:08:47.048
bodybuilding thing, hard, difficult,

00:08:47.149 --> 00:08:47.809
not my jam.

00:08:47.830 --> 00:08:47.870
Um,

00:08:48.855 --> 00:08:49.556
I'm looking more.

00:08:49.716 --> 00:08:50.476
I want to do like more.

00:08:50.697 --> 00:08:51.697
I think I'm going to get back into

00:08:51.738 --> 00:08:52.158
tries,

00:08:52.197 --> 00:08:54.080
but I want to try some off-road stuff

00:08:54.200 --> 00:08:55.041
like some, you know,

00:08:55.081 --> 00:08:57.121
maybe mountain bike stuff in the woods and

00:08:57.142 --> 00:08:58.003
let's change the terrain.

00:08:58.182 --> 00:08:58.504
Anyway,

00:08:58.543 --> 00:08:59.664
that's not the reason of the episode

00:08:59.684 --> 00:08:59.945
today,

00:09:00.404 --> 00:09:01.826
but it could be because that's how live

00:09:01.846 --> 00:09:02.307
streams work.

00:09:02.326 --> 00:09:03.008
All right.

00:09:03.048 --> 00:09:04.109
You gave me some graphics.

00:09:04.269 --> 00:09:05.409
You want to walk me through which one

00:09:05.429 --> 00:09:06.471
you want me to show first?

00:09:07.051 --> 00:09:08.633
Put it up and let's see what you

00:09:08.673 --> 00:09:09.714
got.

00:09:09.793 --> 00:09:10.514
This is the first one.

00:09:10.533 --> 00:09:10.794
All right.

00:09:11.054 --> 00:09:12.196
We're looking at what?

00:09:12.235 --> 00:09:15.038
The five-year stock price of U.S.

00:09:15.057 --> 00:09:15.719
physical therapy.

00:09:16.231 --> 00:09:16.432
Yeah.

00:09:16.471 --> 00:09:16.852
So U.S.

00:09:16.893 --> 00:09:18.594
Physical Therapy announced their,

00:09:18.714 --> 00:09:20.255
I think it was quarterly report.

00:09:20.355 --> 00:09:21.977
You know, they beat expectation.

00:09:22.038 --> 00:09:27.322
But still, I mean, overall, two percent,

00:09:27.442 --> 00:09:29.705
you know, like the stock sucks.

00:09:30.245 --> 00:09:31.105
The price sucks.

00:09:31.147 --> 00:09:32.207
The investment sucks.

00:09:32.227 --> 00:09:33.207
This is a five year chart.

00:09:33.889 --> 00:09:35.591
And so I would not want to be

00:09:35.630 --> 00:09:38.192
the person that put money into this stock.

00:09:38.514 --> 00:09:40.676
But hey, they're doing better than ATI,

00:09:40.875 --> 00:09:41.096
right?

00:09:41.135 --> 00:09:43.038
They're doing better than a lot of other

00:09:43.538 --> 00:09:46.201
big physical therapy businesses.

00:09:47.222 --> 00:09:50.125
But then you compare this, you told me,

00:09:50.466 --> 00:09:51.105
PPS, right?

00:09:52.447 --> 00:09:53.567
Uh, anytime fitness,

00:09:53.587 --> 00:09:56.188
which ironically right across the street.

00:09:56.469 --> 00:09:59.471
So my clinic is behind me across the

00:09:59.490 --> 00:10:01.772
street as an anytime fitness and a Nova

00:10:01.812 --> 00:10:02.072
care.

00:10:02.211 --> 00:10:04.033
They're in the Plaza directly across the

00:10:04.072 --> 00:10:05.212
street from me.

00:10:06.234 --> 00:10:06.734
If so,

00:10:06.833 --> 00:10:08.455
I went into chat GBD and said, Hey,

00:10:08.475 --> 00:10:11.255
give me two or three of the publicly

00:10:11.316 --> 00:10:13.157
traded fitness companies.

00:10:13.256 --> 00:10:14.517
Like I think I said,

00:10:14.557 --> 00:10:15.998
planet fitness and you have that.

00:10:16.018 --> 00:10:16.317
Oh yeah.

00:10:16.337 --> 00:10:16.577
Yep.

00:10:19.830 --> 00:10:21.650
And so look, on the five years,

00:10:21.711 --> 00:10:23.072
these guys are up.

00:10:23.091 --> 00:10:23.951
They're doing well.

00:10:24.033 --> 00:10:24.793
They're green.

00:10:25.232 --> 00:10:28.375
They charge a fraction of what US physical

00:10:28.414 --> 00:10:30.716
therapy charges to the consumer.

00:10:31.397 --> 00:10:32.638
They're more profitable.

00:10:33.097 --> 00:10:34.339
They have more growth.

00:10:34.399 --> 00:10:35.739
They have more opportunity.

00:10:36.399 --> 00:10:40.642
And so this takes me to Anytime Fitness,

00:10:40.701 --> 00:10:43.364
which had a major financial struggle

00:10:43.443 --> 00:10:44.725
during the pandemic.

00:10:45.384 --> 00:10:46.927
I mean, they pretty much went bankrupt.

00:10:47.246 --> 00:10:47.567
You know,

00:10:47.707 --> 00:10:50.389
all of their branches were up for sale.

00:10:50.409 --> 00:10:50.610
Like,

00:10:50.730 --> 00:10:52.413
anybody could have come in and scooped

00:10:52.452 --> 00:10:54.475
this stuff up for pennies on the dollar.

00:10:55.788 --> 00:10:57.269
And I think like, all right,

00:10:57.708 --> 00:11:00.051
if I took over in Anytime Fitness and

00:11:00.091 --> 00:11:02.892
I was a fitness-based physical therapist,

00:11:03.812 --> 00:11:06.433
I've got people coming and paying money.

00:11:06.474 --> 00:11:08.095
I think their price was like thirty,

00:11:08.134 --> 00:11:10.956
forty dollars a month to work out.

00:11:11.538 --> 00:11:14.798
So I already made like this step in

00:11:14.818 --> 00:11:15.720
the right direction.

00:11:15.779 --> 00:11:17.821
People are coming to exercise.

00:11:18.261 --> 00:11:19.581
I don't have to convince people to

00:11:19.662 --> 00:11:20.283
exercise.

00:11:20.623 --> 00:11:21.964
I don't have to talk them into it.

00:11:22.024 --> 00:11:23.304
I don't have to bribe them with a

00:11:23.325 --> 00:11:23.904
back rub.

00:11:24.304 --> 00:11:25.745
to lift a little bit of weight.

00:11:26.105 --> 00:11:27.446
And even yesterday in my clinic,

00:11:27.505 --> 00:11:28.306
love her to death.

00:11:28.787 --> 00:11:30.267
One of my longtime patients,

00:11:30.767 --> 00:11:34.288
she was mid eighties freaking out because

00:11:34.369 --> 00:11:36.489
I expected her to lift a ten pound

00:11:36.568 --> 00:11:38.169
bar with two hands.

00:11:38.230 --> 00:11:38.470
I was like,

00:11:38.490 --> 00:11:40.311
you realize this is five pounds in each

00:11:40.350 --> 00:11:40.630
hand.

00:11:41.350 --> 00:11:42.370
Live independently.

00:11:42.831 --> 00:11:43.111
You know,

00:11:43.131 --> 00:11:45.131
you've got all of these great things going

00:11:45.172 --> 00:11:45.471
for you.

00:11:45.491 --> 00:11:46.812
You need to be strong.

00:11:47.798 --> 00:11:49.120
So point being,

00:11:49.460 --> 00:11:53.582
I love that anytime fitness was at PPS,

00:11:53.764 --> 00:11:55.044
I think it's a great opportunity.

00:11:55.485 --> 00:11:56.926
I think this is where we see the

00:11:56.985 --> 00:11:58.086
worlds come together.

00:11:58.726 --> 00:11:59.908
For someone who was there,

00:11:59.967 --> 00:12:00.948
I'd love to see if, I mean,

00:12:01.089 --> 00:12:02.470
what are the odds someone's watching right

00:12:02.490 --> 00:12:03.650
now live who was there,

00:12:03.750 --> 00:12:05.432
stopped by the booth and heard the pitch.

00:12:05.472 --> 00:12:06.133
That would be great.

00:12:06.153 --> 00:12:07.293
That would have been something great for

00:12:07.793 --> 00:12:09.315
us to have done yesterday to get that.

00:12:09.895 --> 00:12:12.258
But just from seeing the booth and I

00:12:12.278 --> 00:12:13.698
can find the photo that I shared,

00:12:15.226 --> 00:12:15.888
Was it Planet Fitness?

00:12:15.908 --> 00:12:16.248
Anytime.

00:12:16.328 --> 00:12:16.970
Anytime Fitness.

00:12:17.910 --> 00:12:19.134
Anytime was sitting there saying,

00:12:19.975 --> 00:12:22.219
come set up shop in our fitness.

00:12:24.994 --> 00:12:27.095
This is a flip, right?

00:12:27.755 --> 00:12:28.155
Normally,

00:12:28.176 --> 00:12:29.616
you'd need to knock on the door and

00:12:29.657 --> 00:12:31.518
have your business plan and pitch and hope

00:12:31.538 --> 00:12:33.599
and pray and cross your fingers that

00:12:33.619 --> 00:12:34.399
they'd let you.

00:12:34.820 --> 00:12:35.961
Now they're opening the door.

00:12:36.620 --> 00:12:38.022
So what are we getting wrong here?

00:12:39.643 --> 00:12:40.682
What we normally get wrong,

00:12:40.702 --> 00:12:44.065
we're over-sciencing this and we're

00:12:44.105 --> 00:12:45.846
charging too much to a narrow audience.

00:12:46.267 --> 00:12:49.028
It feels like Planet Fitness or Anytime

00:12:49.067 --> 00:12:50.870
Fitness is the loss leader

00:12:51.806 --> 00:12:54.106
You come in because you want to have

00:12:54.147 --> 00:12:54.846
done something.

00:12:54.907 --> 00:12:55.868
Look, we've got a lot of toys.

00:12:55.908 --> 00:12:56.427
Come play.

00:12:56.447 --> 00:12:57.168
We're going to sell you the

00:12:57.427 --> 00:12:58.428
transformation.

00:12:58.749 --> 00:12:59.889
Then if you get hurt while you're here,

00:13:00.408 --> 00:13:02.649
well, there's Mike over in the corner.

00:13:02.710 --> 00:13:04.130
Go get your work done.

00:13:05.591 --> 00:13:06.631
That's not the position I'd want.

00:13:06.652 --> 00:13:07.731
I'd want to own the building.

00:13:08.011 --> 00:13:09.332
You'd want to own the franchise,

00:13:09.373 --> 00:13:10.712
and you'd want to rent out space to

00:13:10.753 --> 00:13:11.874
a PT, a chiropractor,

00:13:11.913 --> 00:13:12.634
and an acupuncturist.

00:13:13.447 --> 00:13:14.768
So historically,

00:13:14.847 --> 00:13:16.908
like when I was first introduced,

00:13:16.969 --> 00:13:18.490
I had never heard of physical therapy

00:13:18.509 --> 00:13:18.889
before.

00:13:19.610 --> 00:13:20.471
I was in college.

00:13:20.711 --> 00:13:22.591
I was working on a bachelor's degree in

00:13:22.631 --> 00:13:23.392
kinesiology.

00:13:23.432 --> 00:13:25.452
I was working at a YMCA doing an

00:13:25.552 --> 00:13:26.254
internship.

00:13:26.994 --> 00:13:28.514
They introduced me to the physical

00:13:28.553 --> 00:13:31.375
therapist upstairs in the PT department

00:13:31.575 --> 00:13:32.774
inside the YMCA.

00:13:33.635 --> 00:13:34.076
And, you know,

00:13:34.135 --> 00:13:36.035
I started doing a volunteer thing with

00:13:36.076 --> 00:13:37.076
them as an aid.

00:13:37.596 --> 00:13:41.397
I remember the PTs had full access to

00:13:41.417 --> 00:13:42.998
the YMCA fitness center.

00:13:43.577 --> 00:13:45.158
Not a single one of them came down

00:13:45.217 --> 00:13:46.438
and did anything there.

00:13:47.099 --> 00:13:49.339
Not a single one of them referred PT

00:13:49.379 --> 00:13:51.340
patients to the personal trainers.

00:13:52.120 --> 00:13:54.120
None of the personal trainers recommended

00:13:54.160 --> 00:13:54.701
PT,

00:13:55.160 --> 00:13:57.861
even though those clients had orthopedic

00:13:57.942 --> 00:13:58.341
issues.

00:13:58.863 --> 00:14:01.423
There's a territory dispute.

00:14:01.464 --> 00:14:02.663
Well, I can do what they do.

00:14:02.724 --> 00:14:03.543
I can do it better.

00:14:03.663 --> 00:14:04.725
All this kind of stuff.

00:14:05.384 --> 00:14:06.504
I remember thinking,

00:14:06.725 --> 00:14:09.186
why aren't we offering free memberships,

00:14:09.606 --> 00:14:13.048
trying to make this work both ways?

00:14:13.908 --> 00:14:15.729
Fast forward, twenty five years later,

00:14:16.794 --> 00:14:18.936
I've employed massage therapists that

00:14:19.015 --> 00:14:21.177
never wanted to give up massage clients to

00:14:21.297 --> 00:14:23.698
let a PT do PT with them.

00:14:24.078 --> 00:14:26.620
PTs don't want to send clients to the

00:14:26.659 --> 00:14:27.701
massage therapist.

00:14:28.461 --> 00:14:30.922
There's all these turf wars and all this

00:14:30.961 --> 00:14:31.543
garbage.

00:14:31.962 --> 00:14:33.423
This is where it goes back to.

00:14:33.464 --> 00:14:35.445
The only thing that I can imagine is

00:14:36.904 --> 00:14:37.806
we control...

00:14:39.149 --> 00:14:39.610
Everything.

00:14:40.291 --> 00:14:42.011
The personal trainer works for me.

00:14:42.052 --> 00:14:43.634
The massage therapist works for me.

00:14:43.714 --> 00:14:44.975
Everybody else works for me.

00:14:45.075 --> 00:14:48.697
Not I'm renting a room in a fitness

00:14:48.738 --> 00:14:49.118
center.

00:14:49.578 --> 00:14:50.019
I just,

00:14:50.099 --> 00:14:52.681
I've never seen those relationships really

00:14:52.721 --> 00:14:53.361
work well.

00:14:53.942 --> 00:14:55.043
You know, like it's fine.

00:14:55.062 --> 00:14:56.244
You can go rent a space in a

00:14:56.283 --> 00:14:57.985
CrossFit gym anytime fitness.

00:14:58.446 --> 00:14:59.907
You can build a practice in there.

00:14:59.927 --> 00:15:00.607
You can make money.

00:15:01.408 --> 00:15:04.191
But what it should be never seems to

00:15:04.250 --> 00:15:05.211
come to fruition.

00:15:06.018 --> 00:15:06.638
Here's that photo.

00:15:06.677 --> 00:15:07.259
I found it.

00:15:08.700 --> 00:15:10.380
And I know how I found this.

00:15:10.520 --> 00:15:13.602
I've started interacting with Ocon on

00:15:13.663 --> 00:15:14.163
LinkedIn.

00:15:14.403 --> 00:15:16.445
He's the guy who posted this.

00:15:17.066 --> 00:15:18.986
He's more of a business person because his

00:15:19.006 --> 00:15:19.427
background.

00:15:21.128 --> 00:15:22.308
Yeah, he's the business dude.

00:15:22.369 --> 00:15:23.210
That's his background.

00:15:23.850 --> 00:15:24.770
So it says, you know,

00:15:24.931 --> 00:15:26.451
had the opportunity to attend PPS last

00:15:26.511 --> 00:15:27.712
week with Anytime Fitness.

00:15:28.374 --> 00:15:29.313
Had the opportunity to learn a lot and

00:15:29.333 --> 00:15:30.475
see what's coming down the pike in our

00:15:30.514 --> 00:15:32.255
industry and get a glimpse of the vision

00:15:32.556 --> 00:15:34.298
fellow practice owners and vendors have.

00:15:35.018 --> 00:15:36.337
And it says physical,

00:15:36.878 --> 00:15:38.499
their booth says Anytime Fitness.

00:15:38.938 --> 00:15:39.859
Let's get physical.

00:15:40.219 --> 00:15:40.359
Uh-huh.

00:15:40.558 --> 00:15:41.558
Olivia Newton-John.

00:15:42.019 --> 00:15:44.720
And then physical therapy inside Anytime

00:15:44.779 --> 00:15:45.080
Fitness.

00:15:45.259 --> 00:15:46.159
They're putting it right out there.

00:15:46.780 --> 00:15:47.961
We, I mean,

00:15:47.980 --> 00:15:50.801
this is where you look like Ray Kroc

00:15:50.821 --> 00:15:52.942
and McDonald's and BJ Novak.

00:15:53.282 --> 00:15:55.982
BJ Novak's character in that movie where

00:15:56.003 --> 00:15:57.743
he's like, you're not a burger business.

00:15:57.923 --> 00:15:59.722
You are a real estate business.

00:16:00.302 --> 00:16:02.264
Anytime Fitness feels a lot like

00:16:03.274 --> 00:16:04.236
BJ Novak and,

00:16:04.618 --> 00:16:06.041
and Michael Keaton sitting there going,

00:16:06.121 --> 00:16:07.404
you do, what do you want?

00:16:07.465 --> 00:16:08.989
Three tenths of a penny on a burger?

00:16:09.070 --> 00:16:10.913
Or do you want the whole thing?

00:16:12.169 --> 00:16:14.172
Man, I mean, that's a smart play, right?

00:16:14.211 --> 00:16:15.231
If you're Anytime Fitness,

00:16:15.251 --> 00:16:17.033
it's a smart play.

00:16:17.053 --> 00:16:19.196
I think what they realized during the

00:16:19.216 --> 00:16:20.296
pandemic is, look,

00:16:20.316 --> 00:16:21.657
we've got a huge footprint.

00:16:22.077 --> 00:16:23.778
We've got all this square footage.

00:16:23.798 --> 00:16:25.941
We've got access to a database of

00:16:26.081 --> 00:16:28.201
individuals who like fitness and working

00:16:28.322 --> 00:16:29.923
out and all of these different things.

00:16:30.464 --> 00:16:31.965
How do we monetize this?

00:16:32.024 --> 00:16:36.288
How do we put people in our buildings,

00:16:36.448 --> 00:16:38.750
in our spaces that are going to utilize

00:16:38.770 --> 00:16:40.251
that space and pay for it?

00:16:41.570 --> 00:16:44.131
PTs just would make sense.

00:16:44.491 --> 00:16:46.994
PTs want to get a dollar extra out

00:16:47.033 --> 00:16:47.855
of every patient.

00:16:47.995 --> 00:16:49.375
Anytime fitness is looking at it,

00:16:49.416 --> 00:16:52.778
like just absolutely crush the seesaw of

00:16:52.859 --> 00:16:54.240
value versus cost.

00:16:54.659 --> 00:16:56.942
And they're like this and this and this

00:16:57.022 --> 00:16:57.381
and this.

00:16:57.721 --> 00:16:59.102
And I bet you they've got red light

00:16:59.163 --> 00:16:59.624
saunas.

00:16:59.663 --> 00:17:00.464
Cause that's the thing.

00:17:00.484 --> 00:17:02.446
And I haven't been in an anytime fitness,

00:17:02.485 --> 00:17:03.506
but I bet you if you go to

00:17:03.567 --> 00:17:04.067
one close to you,

00:17:04.086 --> 00:17:07.190
they got cold dubs and you know,

00:17:07.210 --> 00:17:08.190
the infrared stuff,

00:17:08.230 --> 00:17:09.391
like they've got those things.

00:17:09.530 --> 00:17:09.811
Why?

00:17:10.451 --> 00:17:12.093
Cause they understand who they're talking

00:17:12.133 --> 00:17:13.555
to and they want in the,

00:17:13.654 --> 00:17:14.694
once they're in the building,

00:17:15.256 --> 00:17:16.136
we got you right.

00:17:16.176 --> 00:17:17.478
And there's the weights and there's the

00:17:17.518 --> 00:17:19.880
trainer and there's this PT is trying to

00:17:19.940 --> 00:17:20.180
find,

00:17:20.200 --> 00:17:22.041
are we trying to find the right exact

00:17:22.082 --> 00:17:23.782
person for the right thing to come in?

00:17:24.143 --> 00:17:26.865
And then we give them one-on-one, right?

00:17:26.885 --> 00:17:27.385
That's the thing.

00:17:27.546 --> 00:17:29.227
One-on-one hands on everything.

00:17:29.247 --> 00:17:30.868
Is that our mistake is we're being too

00:17:31.348 --> 00:17:32.049
specific.

00:17:33.270 --> 00:17:33.891
Yeah.

00:17:33.911 --> 00:17:34.531
Simple answer.

00:17:34.912 --> 00:17:35.291
Yeah.

00:17:35.532 --> 00:17:37.413
So that's why one chart looks like one

00:17:37.453 --> 00:17:39.215
thing and another chart looks like another

00:17:39.236 --> 00:17:39.395
thing.

00:17:40.461 --> 00:17:41.402
Yeah.

00:17:41.422 --> 00:17:41.602
Yeah.

00:17:41.642 --> 00:17:43.683
Just let let the market guide the

00:17:43.723 --> 00:17:44.345
decisions.

00:17:44.404 --> 00:17:46.467
Let the market tell us what it wants.

00:17:46.527 --> 00:17:50.951
Like we cannot force the market to want

00:17:50.991 --> 00:17:51.692
what we want.

00:17:52.232 --> 00:17:54.654
I can't force you to want to work

00:17:54.795 --> 00:17:56.696
out the way I want you to want

00:17:56.717 --> 00:17:57.377
to work out.

00:17:58.019 --> 00:17:58.358
You know,

00:17:58.419 --> 00:18:00.381
so either I make something that you

00:18:00.441 --> 00:18:01.082
already want.

00:18:02.195 --> 00:18:04.277
or I build demand and none of us

00:18:04.317 --> 00:18:05.978
have the budget to build demand.

00:18:06.057 --> 00:18:07.278
None of us have the budget.

00:18:07.298 --> 00:18:08.999
This goes back to the conversation about

00:18:09.078 --> 00:18:12.380
do we save the name physical therapy or

00:18:12.440 --> 00:18:13.941
do we move to something else?

00:18:14.760 --> 00:18:15.981
If somebody had the biggest,

00:18:16.362 --> 00:18:17.382
big enough budget,

00:18:17.521 --> 00:18:19.603
maybe you can convince a large enough

00:18:19.663 --> 00:18:21.804
segment of the population that no, no, no,

00:18:21.844 --> 00:18:22.023
no,

00:18:22.064 --> 00:18:24.325
physical therapy is what you want to do.

00:18:25.065 --> 00:18:26.746
You need physical therapy.

00:18:26.786 --> 00:18:28.267
You wanna pay for physical therapy.

00:18:28.326 --> 00:18:30.166
Physical therapy is valuable beyond what

00:18:30.188 --> 00:18:31.147
the insurance will cover.

00:18:32.191 --> 00:18:33.792
Or we just say, Hey,

00:18:34.032 --> 00:18:34.993
we've got this new thing.

00:18:35.294 --> 00:18:36.414
This new thing is amazing.

00:18:36.894 --> 00:18:38.136
We will cover, you know,

00:18:38.156 --> 00:18:39.317
we'll do all of these things.

00:18:39.337 --> 00:18:40.378
We can give you what you want.

00:18:40.419 --> 00:18:41.900
We can make you feel good today and

00:18:42.000 --> 00:18:43.381
improve your health for the future.

00:18:43.401 --> 00:18:44.501
We can change your lifestyle.

00:18:44.521 --> 00:18:47.085
We can, it's not called physical therapy.

00:18:47.105 --> 00:18:48.365
It's called something else.

00:18:48.385 --> 00:18:49.366
You won't let it go though.

00:18:51.023 --> 00:18:51.984
Well, you paid a lot of money.

00:18:52.005 --> 00:18:54.865
You spent two hundred thousand dollars on

00:18:55.066 --> 00:18:56.907
the title physical therapist.

00:18:57.448 --> 00:18:59.348
It is hard to let that go,

00:18:59.848 --> 00:19:01.230
even though it's still part of you.

00:19:01.250 --> 00:19:02.451
It can still be in you.

00:19:02.471 --> 00:19:04.251
You still have the knowledge and the

00:19:04.311 --> 00:19:05.673
experience and the information.

00:19:06.310 --> 00:19:07.192
Well, I brought this up,

00:19:07.211 --> 00:19:08.432
but I can show the graphic,

00:19:08.472 --> 00:19:09.433
but I don't think it's imperative.

00:19:09.493 --> 00:19:12.317
It's like on Tim Ferriss' podcast,

00:19:12.356 --> 00:19:13.538
if you don't know who Tim Ferriss is,

00:19:13.678 --> 00:19:14.479
you're not listening to us.

00:19:14.538 --> 00:19:15.839
You already know who Tim Ferriss is if

00:19:15.859 --> 00:19:17.020
you're listening to us, right?

00:19:17.421 --> 00:19:18.021
Thought leader,

00:19:18.082 --> 00:19:19.803
just a guy who does thought experiments,

00:19:19.943 --> 00:19:20.903
four-hour work week,

00:19:20.983 --> 00:19:22.726
and he had knees over toes guy,

00:19:23.185 --> 00:19:24.186
Ben Patrick.

00:19:24.548 --> 00:19:25.588
And then I had to keep – I

00:19:25.608 --> 00:19:26.348
had to look.

00:19:26.650 --> 00:19:28.351
I've been following Ben Patrick and – I

00:19:28.371 --> 00:19:29.231
didn't even know what his name was,

00:19:29.251 --> 00:19:29.711
to be honest with you.

00:19:29.731 --> 00:19:30.653
I just knew it was knees over toes

00:19:30.673 --> 00:19:30.792
guy.

00:19:31.493 --> 00:19:32.695
And got good stuff, right?

00:19:33.076 --> 00:19:35.380
But I had to do digging because before

00:19:35.440 --> 00:19:36.300
I shared it in the group chat,

00:19:36.320 --> 00:19:38.263
I was like, is he a PT?

00:19:38.865 --> 00:19:39.405
And he's not.

00:19:39.826 --> 00:19:40.326
He's not a PT.

00:19:42.038 --> 00:19:43.540
But he's got a big enough audience that

00:19:43.560 --> 00:19:44.801
he can affect behavior.

00:19:45.281 --> 00:19:46.423
He can make a living doing that.

00:19:47.484 --> 00:19:48.645
From what I see in his content,

00:19:49.046 --> 00:19:50.847
his goal is to make a positive difference.

00:19:51.288 --> 00:19:52.490
You can make a positive difference.

00:19:52.630 --> 00:19:53.991
We know this as PT and make a

00:19:54.051 --> 00:19:54.271
living.

00:19:54.491 --> 00:19:54.652
Well,

00:19:55.053 --> 00:19:56.034
you can do it as knees over toes

00:19:56.054 --> 00:19:56.634
guy.

00:19:56.673 --> 00:19:58.195
Some PTs can't do it, unfortunately,

00:19:58.215 --> 00:19:58.696
in the climate.

00:19:59.237 --> 00:20:01.519
But this goes to further prove that

00:20:02.480 --> 00:20:03.422
there's a market for it.

00:20:04.493 --> 00:20:05.753
you can make a living doing it.

00:20:06.315 --> 00:20:07.615
And now look at knees over toes guy.

00:20:07.674 --> 00:20:08.954
I mean, that's, I mean,

00:20:08.994 --> 00:20:11.155
close to one of the largest shows that

00:20:11.175 --> 00:20:12.297
you're going to get on, right?

00:20:12.336 --> 00:20:12.856
Like whenever,

00:20:13.217 --> 00:20:15.156
whenever someone on fitness, I love this,

00:20:15.237 --> 00:20:17.637
like gets on like a Joe Rogan and

00:20:17.718 --> 00:20:19.219
chops it up for three hours.

00:20:19.719 --> 00:20:21.419
The next day I just sit there with

00:20:21.439 --> 00:20:23.180
a bowl full of popcorn and watch

00:20:23.220 --> 00:20:23.599
everybody.

00:20:24.019 --> 00:20:26.300
Well, that actually, actually,

00:20:26.381 --> 00:20:28.061
I love the actually is in the comment

00:20:28.102 --> 00:20:28.622
section, right?

00:20:28.642 --> 00:20:29.241
And it's great.

00:20:29.821 --> 00:20:31.545
Everybody's pissed about what they said.

00:20:32.026 --> 00:20:33.446
Everybody's mad that they handed a

00:20:33.488 --> 00:20:35.049
microphone and a big audience to someone

00:20:35.109 --> 00:20:35.369
else.

00:20:35.810 --> 00:20:37.333
And ninety nine point nine nine nine

00:20:37.353 --> 00:20:38.934
percent of those people are going to do

00:20:39.234 --> 00:20:41.818
nothing to increase their audience by one

00:20:41.858 --> 00:20:44.061
percent to potentially help thousands of

00:20:44.122 --> 00:20:46.305
extra people and including themselves.

00:20:47.215 --> 00:20:49.117
because you can do that and make money

00:20:49.137 --> 00:20:49.597
doing that.

00:20:50.358 --> 00:20:52.541
So that's a good segue into what I'm

00:20:52.602 --> 00:20:54.063
doing, but it's not about what I'm doing.

00:20:54.804 --> 00:20:55.964
I'm doing some, I don't know.

00:20:56.045 --> 00:20:56.365
I made it,

00:20:56.445 --> 00:20:57.906
I made up the title visibility and

00:20:57.926 --> 00:20:59.347
engagement reports.

00:20:59.489 --> 00:21:01.371
I'm essentially looking at APTA state

00:21:01.391 --> 00:21:02.392
chapters, websites,

00:21:02.412 --> 00:21:03.653
and then their socials and YouTubes,

00:21:03.673 --> 00:21:03.972
whatever.

00:21:04.354 --> 00:21:05.795
But then some people chimed in as like,

00:21:05.815 --> 00:21:07.817
yo, I'm just a guy who's a PT.

00:21:08.096 --> 00:21:09.057
Can I have that too?

00:21:09.679 --> 00:21:10.700
And one of them is Sam.

00:21:11.180 --> 00:21:12.181
Sam is...

00:21:12.681 --> 00:21:13.701
I met him when we were working at

00:21:13.721 --> 00:21:14.583
Fox Rehab together.

00:21:14.863 --> 00:21:15.423
Great guy.

00:21:15.502 --> 00:21:16.544
Funny story about Sam later.

00:21:16.564 --> 00:21:17.124
I'll tell it later.

00:21:17.424 --> 00:21:18.065
I'll stay on track.

00:21:18.085 --> 00:21:18.726
I promise, Tony.

00:21:20.047 --> 00:21:21.708
I've known he's been doing headache stuff

00:21:21.827 --> 00:21:22.327
for a while.

00:21:22.347 --> 00:21:23.449
He treats people with headache.

00:21:23.989 --> 00:21:25.170
And so I go to his website.

00:21:25.490 --> 00:21:26.490
It wasn't bad.

00:21:26.730 --> 00:21:28.393
I wouldn't say that.

00:21:28.413 --> 00:21:28.893
It was good.

00:21:29.333 --> 00:21:30.614
It had the elements.

00:21:31.234 --> 00:21:32.915
It didn't look slick.

00:21:34.017 --> 00:21:35.357
It looked good in all the right ways.

00:21:35.557 --> 00:21:36.519
The first thing I saw...

00:21:37.579 --> 00:21:39.721
Sam's face treating a person.

00:21:40.080 --> 00:21:42.362
That person was sort of cringing like

00:21:42.382 --> 00:21:44.221
their head hurt because that's who it was.

00:21:44.521 --> 00:21:45.583
The headline was,

00:21:45.643 --> 00:21:46.563
I'll get to the headline,

00:21:47.163 --> 00:21:48.183
what his perfect headline was,

00:21:48.203 --> 00:21:50.443
but it was like your path to headache-free

00:21:50.483 --> 00:21:50.704
days.

00:21:50.744 --> 00:21:51.664
Look, I'm not reading it,

00:21:51.805 --> 00:21:52.684
but I can tell you,

00:21:52.724 --> 00:21:54.385
I can regurgitate what Sam's headline is.

00:21:54.645 --> 00:21:55.645
That means it's a good one.

00:21:55.665 --> 00:21:56.767
If I have a headache or someone has

00:21:56.807 --> 00:21:58.446
a headache, I'm not Googling it.

00:21:58.727 --> 00:22:00.208
I'm just going to go call Sam, right?

00:22:00.708 --> 00:22:02.709
And then I tripped upon on his YouTube

00:22:02.729 --> 00:22:03.028
channel.

00:22:04.098 --> 00:22:06.881
And I found this gem.

00:22:07.361 --> 00:22:08.801
Let me scroll down a little bit because

00:22:08.862 --> 00:22:10.303
we like a little stats.

00:22:10.663 --> 00:22:11.963
It's got seven hundred and twenty four

00:22:11.983 --> 00:22:12.644
subscribers.

00:22:13.124 --> 00:22:14.904
That's the beauty pageant metric, baby.

00:22:14.984 --> 00:22:16.586
I don't care how many subscribers he has.

00:22:17.066 --> 00:22:20.648
This one video has eleven thousand views.

00:22:21.769 --> 00:22:24.770
This is how to place the whole video.

00:22:26.644 --> 00:22:28.665
is six minutes long how long should my

00:22:28.705 --> 00:22:30.287
video be long enough to answer the

00:22:30.307 --> 00:22:32.647
question right where to place the tens

00:22:32.728 --> 00:22:36.471
unit pads for rapid headache relief like

00:22:37.431 --> 00:22:39.813
if you have a headache and you someone

00:22:39.833 --> 00:22:41.294
told you to go to amazon which by

00:22:41.334 --> 00:22:42.535
the way he has links to the tens

00:22:42.595 --> 00:22:42.775
unit

00:22:44.886 --> 00:22:45.667
Slow clap, Sam.

00:22:45.748 --> 00:22:46.988
Well done.

00:22:47.028 --> 00:22:48.469
You want to know what to do now?

00:22:48.608 --> 00:22:49.750
Like, and Sam's like,

00:22:49.869 --> 00:22:52.352
he doesn't start off with I'm a physical

00:22:52.372 --> 00:22:53.051
therapist.

00:22:53.112 --> 00:22:54.153
I've got training and blah, blah.

00:22:54.192 --> 00:22:55.213
He's just like, okay,

00:22:55.713 --> 00:22:56.555
if you've got a headache,

00:22:56.894 --> 00:22:57.755
this is where you want to place it.

00:22:58.096 --> 00:22:58.336
Okay.

00:22:58.415 --> 00:22:59.195
Got it.

00:22:59.236 --> 00:23:00.217
Got it.

00:23:00.257 --> 00:23:02.959
So thoughts on this, Tony,

00:23:02.999 --> 00:23:04.359
because this is, this is, you know,

00:23:04.420 --> 00:23:05.641
this is your area, right?

00:23:05.681 --> 00:23:06.500
Which is like, Hey,

00:23:06.800 --> 00:23:07.801
lead them to a solution.

00:23:08.281 --> 00:23:08.962
Don't be cute.

00:23:09.960 --> 00:23:10.601
Don't be clever.

00:23:10.901 --> 00:23:11.402
Be clear.

00:23:11.622 --> 00:23:12.241
Sam did that.

00:23:12.303 --> 00:23:13.544
And would you look at that?

00:23:14.305 --> 00:23:16.467
Eleven thousand people magically showed up

00:23:16.507 --> 00:23:17.667
to watch his video.

00:23:18.429 --> 00:23:19.529
It's not rocket science.

00:23:20.611 --> 00:23:21.732
Yeah, I love it.

00:23:21.853 --> 00:23:22.073
I mean,

00:23:22.113 --> 00:23:24.075
when when you shared the thumbnail,

00:23:24.935 --> 00:23:26.156
I didn't know Sam.

00:23:26.998 --> 00:23:29.421
I kind of think he I know him

00:23:29.461 --> 00:23:30.301
from LinkedIn.

00:23:30.342 --> 00:23:31.824
Maybe he's all right.

00:23:32.631 --> 00:23:34.373
but I saw that thumbnail,

00:23:34.452 --> 00:23:36.054
I saw the electrodes.

00:23:36.615 --> 00:23:38.076
I thought it was like a joke.

00:23:38.236 --> 00:23:39.257
I thought it was, you know,

00:23:39.297 --> 00:23:40.238
he's being silly.

00:23:41.138 --> 00:23:42.519
I didn't make the connection between

00:23:42.579 --> 00:23:43.580
headache or anything.

00:23:43.821 --> 00:23:45.843
So just like any consumer,

00:23:46.544 --> 00:23:47.825
first thing you do is you see the

00:23:47.904 --> 00:23:48.185
image.

00:23:48.685 --> 00:23:50.326
The image catches your attention.

00:23:50.827 --> 00:23:52.848
You see the pads, you see, you know,

00:23:52.868 --> 00:23:53.750
it's like, what is this?

00:23:53.769 --> 00:23:54.590
I don't understand.

00:23:54.651 --> 00:23:56.872
Is he, you know, like jackass?

00:23:56.892 --> 00:23:58.534
You remember the jackass show?

00:23:59.074 --> 00:24:00.595
They put pens unit pads like on their

00:24:00.634 --> 00:24:01.976
scrotum and did stuff.

00:24:02.696 --> 00:24:04.999
That's what that caught my attention with.

00:24:06.009 --> 00:24:07.451
Then I looked at the headline,

00:24:07.872 --> 00:24:09.113
the title of the video,

00:24:09.594 --> 00:24:10.835
TENS pad placement,

00:24:10.855 --> 00:24:13.377
which is a very well-known keyword.

00:24:14.519 --> 00:24:16.080
And then I saw it go to headaches.

00:24:16.421 --> 00:24:17.583
I clicked on the video,

00:24:18.063 --> 00:24:19.324
started watching the video.

00:24:19.345 --> 00:24:21.125
I was like, oh, there's a real video.

00:24:21.307 --> 00:24:24.410
Like this is not just a gag to

00:24:24.670 --> 00:24:25.310
get attention.

00:24:25.330 --> 00:24:26.132
It's not clickbait.

00:24:26.692 --> 00:24:27.472
This is for real.

00:24:28.473 --> 00:24:28.713
Um,

00:24:28.795 --> 00:24:32.336
I think the challenge for Sam is nobody

00:24:32.396 --> 00:24:34.659
realizes you can use a tens unit for

00:24:34.719 --> 00:24:35.038
headaches.

00:24:35.278 --> 00:24:37.020
I had no idea, you know,

00:24:37.040 --> 00:24:38.741
it's not even something I ever would have

00:24:38.781 --> 00:24:39.301
considered.

00:24:39.722 --> 00:24:42.984
So he is trying to cultivate an audience

00:24:43.105 --> 00:24:45.467
out of ignorance because we don't know

00:24:45.527 --> 00:24:46.587
that you can do this.

00:24:46.607 --> 00:24:47.769
That's an uphill battle.

00:24:47.808 --> 00:24:48.528
That's hard.

00:24:49.309 --> 00:24:51.531
Um, but I definitely think, you know,

00:24:51.571 --> 00:24:53.053
that's a two year old video.

00:24:53.073 --> 00:24:55.453
Uh, I think with, uh,

00:24:56.295 --> 00:24:58.715
time, placement.

00:24:58.776 --> 00:25:00.237
I'm going to look into his channel a

00:25:00.277 --> 00:25:00.916
little more.

00:25:02.297 --> 00:25:04.357
The channel could probably blow up because

00:25:04.417 --> 00:25:08.119
heading is such a massive topic and this

00:25:08.180 --> 00:25:09.380
is a different approach.

00:25:09.759 --> 00:25:10.760
Knees over toes.

00:25:11.520 --> 00:25:14.541
Man, you would think nobody in the world,

00:25:14.781 --> 00:25:17.143
if you put your knee one millimeter over

00:25:17.182 --> 00:25:18.324
your toes during a squat,

00:25:18.364 --> 00:25:19.923
your knee is going to explode and the

00:25:19.983 --> 00:25:20.964
world will end.

00:25:22.065 --> 00:25:23.647
And then this guy comes out and says,

00:25:23.807 --> 00:25:24.890
that's total garbage.

00:25:24.950 --> 00:25:26.211
We can do it all the time.

00:25:26.271 --> 00:25:26.592
You know,

00:25:26.632 --> 00:25:29.336
like this is something that I think he

00:25:29.376 --> 00:25:29.857
can do.

00:25:29.938 --> 00:25:32.582
He can bust a bunch of myths about

00:25:32.662 --> 00:25:34.305
headache and the channel would explode.

00:25:35.134 --> 00:25:37.355
And right now he does telehealth,

00:25:37.375 --> 00:25:38.375
but just in one state.

00:25:38.476 --> 00:25:40.016
In my mind, I'm like, Sam,

00:25:40.195 --> 00:25:41.616
we got to get you credentialed in all

00:25:41.636 --> 00:25:42.557
fifty, bro.

00:25:43.396 --> 00:25:45.137
But you need the funnel to get there

00:25:45.258 --> 00:25:46.657
to be a reason to be credentialed in

00:25:46.718 --> 00:25:49.598
Montana to treat headaches, right?

00:25:49.898 --> 00:25:51.419
But yeah, so a little bit of improvement.

00:25:51.439 --> 00:25:51.798
I mean, look,

00:25:51.900 --> 00:25:53.160
guy got eleven thousand views.

00:25:53.920 --> 00:25:56.321
on something that he knows really well.

00:25:56.402 --> 00:25:58.284
It was probably easy for him,

00:25:58.324 --> 00:25:59.285
the content anyway.

00:25:59.724 --> 00:26:00.806
I think I kept pushing him.

00:26:00.826 --> 00:26:02.027
I'm like, turn a camera on,

00:26:02.426 --> 00:26:02.948
but I don't know how to,

00:26:03.087 --> 00:26:03.508
I don't care.

00:26:03.528 --> 00:26:04.429
Turn the camera on.

00:26:04.808 --> 00:26:05.309
And he did it.

00:26:05.789 --> 00:26:06.951
Even without the audio.

00:26:06.990 --> 00:26:09.113
Can you just click that and let me

00:26:09.153 --> 00:26:11.153
see the first two, three seconds.

00:26:11.654 --> 00:26:13.756
Let me zoom out here.

00:26:13.836 --> 00:26:14.416
Hang on.

00:26:14.757 --> 00:26:15.877
Oh, we've got an ad.

00:26:15.897 --> 00:26:18.559
Of course they're monetizing Sam's Sam's

00:26:18.599 --> 00:26:18.921
channel.

00:26:19.513 --> 00:26:20.173
That's good.

00:26:20.213 --> 00:26:21.035
Make a little bit of money.

00:26:21.055 --> 00:26:22.355
Heck yeah.

00:26:22.375 --> 00:26:23.256
I'll skip the ad, though,

00:26:23.316 --> 00:26:24.076
so I'm not going to get you the

00:26:24.136 --> 00:26:24.596
nickel, Sam.

00:26:24.636 --> 00:26:26.218
So here's the first couple seconds.

00:26:26.337 --> 00:26:26.578
Hold on.

00:26:27.358 --> 00:26:28.740
He doesn't do a big fancy intro.

00:26:28.759 --> 00:26:29.299
He doesn't do anything.

00:26:29.359 --> 00:26:29.621
Boom.

00:26:29.961 --> 00:26:30.500
Right into it.

00:26:30.520 --> 00:26:33.643
Okay.

00:26:33.962 --> 00:26:34.042
Nice.

00:26:34.063 --> 00:26:34.143
Yeah.

00:26:34.163 --> 00:26:34.384
I mean,

00:26:34.403 --> 00:26:35.744
I would want to see the hook or

00:26:35.785 --> 00:26:37.506
hear the hook and then go from there.

00:26:38.351 --> 00:26:39.311
But yeah,

00:26:39.332 --> 00:26:41.913
I think his channel obviously has enough

00:26:41.952 --> 00:26:43.453
history, enough time,

00:26:43.794 --> 00:26:45.634
probably poised for some real growth.

00:26:46.835 --> 00:26:48.056
And then the question is,

00:26:48.195 --> 00:26:49.717
is he doing this on Facebook?

00:26:49.896 --> 00:26:52.137
Also, is he doing it on Instagram?

00:26:52.817 --> 00:26:54.219
Where else is he going?

00:26:55.220 --> 00:26:58.040
I still think the easiest like new

00:26:58.101 --> 00:27:00.082
viewership is Facebook right now.

00:27:00.781 --> 00:27:01.123
Really?

00:27:01.603 --> 00:27:01.782
Yeah.

00:27:02.462 --> 00:27:03.723
Why is that, do we think?

00:27:05.193 --> 00:27:05.493
I mean,

00:27:05.554 --> 00:27:07.615
from the experts that I listen to,

00:27:07.674 --> 00:27:09.195
from the content that I've seen,

00:27:09.296 --> 00:27:11.416
my understanding is, you know,

00:27:11.477 --> 00:27:13.777
Facebook is trying to maintain relevance.

00:27:13.856 --> 00:27:16.117
Facebook is trying to regain and rebuild

00:27:16.157 --> 00:27:16.898
the audience.

00:27:19.579 --> 00:27:20.539
My experience,

00:27:20.599 --> 00:27:22.340
YouTube is struggling a little bit.

00:27:22.661 --> 00:27:22.980
You know,

00:27:23.020 --> 00:27:24.560
there is TikTok and there's other

00:27:24.601 --> 00:27:25.741
platforms, obviously.

00:27:27.482 --> 00:27:28.663
uh i i don't know it just depends

00:27:28.742 --> 00:27:31.305
on what the platform is prioritizing and

00:27:31.704 --> 00:27:34.146
from the people i talk to the easiest

00:27:34.166 --> 00:27:36.228
growth right now is coming from facebook

00:27:36.268 --> 00:27:39.390
business page interesting um we're looking

00:27:39.410 --> 00:27:40.570
at his website if you're just listening to

00:27:40.590 --> 00:27:44.073
the podcast uh his website is super basic

00:27:44.212 --> 00:27:46.013
nothing flashy about it which i love

00:27:46.114 --> 00:27:48.695
kellos physicaltherapy.com the first thing

00:27:48.715 --> 00:27:51.117
you see headline your path to more

00:27:51.157 --> 00:27:52.699
headache-free days if you have headaches

00:27:53.419 --> 00:27:54.799
Lasting more than a few days, right?

00:27:54.839 --> 00:27:56.461
Not just the transient headaches because

00:27:56.480 --> 00:27:57.461
you're hungover or whatever.

00:27:58.260 --> 00:27:59.402
Sam's your guy.

00:27:59.422 --> 00:28:01.103
Your path to more headache-free days.

00:28:01.442 --> 00:28:01.782
Yes.

00:28:02.303 --> 00:28:03.844
I'm not even – I'm just moving on.

00:28:04.223 --> 00:28:06.125
And then the video, front and center,

00:28:06.164 --> 00:28:06.746
right in the middle,

00:28:07.346 --> 00:28:09.047
the static – it should autoplay.

00:28:09.067 --> 00:28:10.047
I would love if it autoplay.

00:28:10.067 --> 00:28:10.827
We can work on that.

00:28:11.548 --> 00:28:12.709
I'd also love if this video was a

00:28:12.749 --> 00:28:13.429
YouTube embed.

00:28:13.449 --> 00:28:15.029
It's not, it's just a native video.

00:28:15.049 --> 00:28:16.109
I'd love if it did both of those

00:28:16.130 --> 00:28:16.349
things,

00:28:16.390 --> 00:28:18.711
but it's Sam looking with someone on a

00:28:18.750 --> 00:28:20.791
plinth and it looked like the,

00:28:21.132 --> 00:28:22.913
I screamed this person has a headache.

00:28:22.952 --> 00:28:23.973
This is me, right?

00:28:24.013 --> 00:28:24.493
This is me.

00:28:24.554 --> 00:28:26.434
If I have a headache, very, very, very,

00:28:26.474 --> 00:28:27.575
very, very, very basic.

00:28:28.296 --> 00:28:28.415
Um,

00:28:29.076 --> 00:28:29.695
What do you see?

00:28:29.756 --> 00:28:30.656
What would you like to see?

00:28:30.936 --> 00:28:31.916
He's got a call to action.

00:28:32.057 --> 00:28:32.778
It's a different button.

00:28:32.798 --> 00:28:34.458
Does he have a course?

00:28:34.698 --> 00:28:36.199
Does he have a course on there?

00:28:36.239 --> 00:28:36.858
He doesn't.

00:28:36.898 --> 00:28:37.578
But Sam,

00:28:37.618 --> 00:28:39.039
if you're watching this right now,

00:28:39.180 --> 00:28:41.101
this is you will have a blueprint to

00:28:41.141 --> 00:28:42.040
more headache free days.

00:28:42.520 --> 00:28:44.842
Everything on your YouTube will look the

00:28:44.882 --> 00:28:45.843
same as your website.

00:28:45.883 --> 00:28:46.903
He's a little disjointed.

00:28:47.423 --> 00:28:49.003
But if that's the biggest problem we have,

00:28:49.084 --> 00:28:50.345
that's twenty minutes in Canva.

00:28:50.365 --> 00:28:51.085
We solve that.

00:28:52.403 --> 00:28:52.682
Yeah.

00:28:53.343 --> 00:28:53.502
Yeah.

00:28:53.563 --> 00:28:53.782
I mean,

00:28:53.823 --> 00:28:55.124
the first thing I'd be looking at,

00:28:55.183 --> 00:28:56.263
like if I again,

00:28:56.884 --> 00:28:58.325
I don't deal with headaches.

00:28:58.585 --> 00:29:00.644
I have people in the family who do.

00:29:01.964 --> 00:29:03.286
If I landed on the page,

00:29:03.786 --> 00:29:05.185
I love that you've got the video.

00:29:05.266 --> 00:29:06.165
It's actually him.

00:29:06.207 --> 00:29:09.126
It's not stock photography or any of that

00:29:09.166 --> 00:29:09.547
stuff.

00:29:10.448 --> 00:29:13.087
The headline more headache free days makes

00:29:13.127 --> 00:29:13.968
total sense.

00:29:14.108 --> 00:29:16.028
I would be watching a video and.

00:29:16.371 --> 00:29:17.791
And then from there, I'd be like,

00:29:17.811 --> 00:29:19.451
all right, how do I book a call?

00:29:19.951 --> 00:29:21.093
How do I buy a course?

00:29:21.133 --> 00:29:23.094
How do I find more information?

00:29:23.134 --> 00:29:25.013
You know, what is this guy selling?

00:29:25.054 --> 00:29:26.414
What is this guy offering?

00:29:28.036 --> 00:29:29.596
So my review,

00:29:30.376 --> 00:29:32.457
ChatGPT helped me put words to it.

00:29:32.596 --> 00:29:33.377
I sort of knew it.

00:29:33.538 --> 00:29:34.857
I know what Tony's talking about,

00:29:35.097 --> 00:29:36.479
but now I have words for it.

00:29:36.858 --> 00:29:39.460
So I was reviewing APTA chapters and Sam

00:29:39.480 --> 00:29:39.839
came up.

00:29:40.681 --> 00:29:42.641
ChatGPT and my auditor that I built,

00:29:42.882 --> 00:29:43.862
we call them doors, right?

00:29:45.195 --> 00:29:46.856
Do I know like APTA chapters?

00:29:46.876 --> 00:29:47.497
You're like, well,

00:29:47.676 --> 00:29:48.757
that's it's for everybody.

00:29:48.777 --> 00:29:50.337
It's like it's not students care about

00:29:50.377 --> 00:29:51.698
difference than clinicians care about

00:29:51.857 --> 00:29:52.398
educators.

00:29:52.739 --> 00:29:53.719
And you have to sort of at least

00:29:53.739 --> 00:29:54.358
have a door.

00:29:55.680 --> 00:29:56.500
It needs to be clear.

00:29:57.119 --> 00:29:57.800
Oh, you're here.

00:29:57.961 --> 00:29:58.221
Why?

00:29:58.421 --> 00:30:00.422
Someone somehow you got here a video.

00:30:00.541 --> 00:30:01.701
Someone told you you had to come here.

00:30:02.041 --> 00:30:03.843
You were given membership, whatever.

00:30:04.123 --> 00:30:04.903
When you land there,

00:30:04.923 --> 00:30:07.104
it needs to be stunningly clear for Sam.

00:30:07.384 --> 00:30:08.724
It should be what Tony's talking about

00:30:08.744 --> 00:30:09.345
your headaches.

00:30:10.446 --> 00:30:12.667
Is it the course autonomous right here?

00:30:12.989 --> 00:30:14.430
Do you really need Sam?

00:30:14.630 --> 00:30:15.390
It's going to cost more,

00:30:15.410 --> 00:30:16.250
but that's the door.

00:30:16.651 --> 00:30:18.352
So it's the self-taught course.

00:30:19.313 --> 00:30:20.933
It's book with Sam and it's,

00:30:21.294 --> 00:30:22.875
here's the tools Sam recommends.

00:30:23.315 --> 00:30:23.655
I don't,

00:30:23.675 --> 00:30:25.096
I don't think you want more than three

00:30:25.115 --> 00:30:27.698
doors that starts to get a little,

00:30:27.738 --> 00:30:27.917
you know,

00:30:27.998 --> 00:30:31.079
pre two thousand Yahoo.com when it was

00:30:31.119 --> 00:30:32.780
like forty thousand links.

00:30:33.221 --> 00:30:34.142
Did you ever hear of a story about

00:30:34.201 --> 00:30:34.603
Google?

00:30:36.403 --> 00:30:38.345
I forget who was involved,

00:30:38.384 --> 00:30:39.726
but there was someone who,

00:30:40.895 --> 00:30:42.938
who used to write an email to the

00:30:42.978 --> 00:30:44.098
guy in charge of Google.

00:30:44.259 --> 00:30:45.078
And I don't know if it was like

00:30:45.180 --> 00:30:46.540
Sergey Brin or whatever the hell the guy's

00:30:46.580 --> 00:30:46.941
names are.

00:30:47.500 --> 00:30:50.344
And the email would just be a number.

00:30:50.963 --> 00:30:53.445
It'd be like Tony getting an email from

00:30:53.486 --> 00:30:54.988
Jimmy and it would just be like, twelve.

00:30:56.868 --> 00:30:57.789
And then a few days later,

00:30:57.849 --> 00:30:59.371
it would be like, twenty-two.

00:31:01.153 --> 00:31:02.453
And they're like, what the hell is this?

00:31:02.513 --> 00:31:04.275
The guy was just sending them how many

00:31:04.355 --> 00:31:06.436
words were on their homepage and it was

00:31:06.477 --> 00:31:09.779
a subtle poke to be like, one, Google.

00:31:10.980 --> 00:31:13.801
Because you look at like Ask Jeeves.

00:31:14.123 --> 00:31:16.223
You've been to Ask Jeeves lately, Tony?

00:31:16.804 --> 00:31:17.003
No,

00:31:17.423 --> 00:31:18.724
that's a search engine from a billion

00:31:18.744 --> 00:31:19.444
years ago, kids.

00:31:20.226 --> 00:31:21.645
It was just vomit town.

00:31:21.767 --> 00:31:23.146
It was like a classified ads.

00:31:23.207 --> 00:31:24.528
It looked like Craigslist.

00:31:24.627 --> 00:31:26.548
It works for Craigslist because

00:31:26.588 --> 00:31:28.009
Craigslist, you want lots of things.

00:31:28.948 --> 00:31:30.648
A search engine is supposed to be the

00:31:30.888 --> 00:31:31.869
opposite of Craigslist.

00:31:32.391 --> 00:31:34.071
But all these search engines looked like

00:31:34.432 --> 00:31:34.912
Craigslist.

00:31:35.133 --> 00:31:35.893
So I digress.

00:31:36.313 --> 00:31:38.694
For me, it's, I mean, three doors, right?

00:31:39.415 --> 00:31:39.855
Self-taught.

00:31:40.516 --> 00:31:41.317
There's your headline,

00:31:41.557 --> 00:31:43.077
your path to headache-free days.

00:31:43.479 --> 00:31:44.638
How do you want to solve it?

00:31:44.679 --> 00:31:45.299
Three options.

00:31:45.579 --> 00:31:46.681
Take the course right now.

00:31:47.721 --> 00:31:50.703
Book a time with Sam or,

00:31:50.723 --> 00:31:51.683
I don't know, buy the toys.

00:31:51.703 --> 00:31:53.266
What would you think his third door would

00:31:53.286 --> 00:31:54.365
be?

00:31:54.405 --> 00:31:55.227
Watch my videos.

00:31:55.287 --> 00:31:56.248
Maybe watch my videos.

00:31:56.288 --> 00:31:56.968
Take the course.

00:31:57.147 --> 00:31:57.749
Book with Sam.

00:31:58.395 --> 00:32:00.979
So what I was thinking was a community.

00:32:01.378 --> 00:32:02.980
I don't know if he has a Facebook

00:32:03.000 --> 00:32:03.500
group.

00:32:03.580 --> 00:32:04.781
I don't know if he has a school

00:32:04.801 --> 00:32:05.603
community.

00:32:06.763 --> 00:32:08.445
Those would be the three that I would

00:32:08.465 --> 00:32:11.308
look at just because... And I mean,

00:32:11.348 --> 00:32:12.309
the reality is...

00:32:13.395 --> 00:32:16.038
you know put yourself on the consumer side

00:32:16.137 --> 00:32:18.979
once again by the time somebody actually

00:32:19.058 --> 00:32:21.500
gets to the website like i have not

00:32:21.520 --> 00:32:23.842
gone to a website i can't even remember

00:32:23.882 --> 00:32:26.384
how long you know my website hardly gets

00:32:26.423 --> 00:32:28.825
any traffic it's you go to the social

00:32:28.904 --> 00:32:30.726
you see if they're still around you see

00:32:30.766 --> 00:32:32.567
if they're still in business right and

00:32:32.606 --> 00:32:35.169
then from there you go to the next

00:32:35.209 --> 00:32:37.450
step in the funnel you go to either

00:32:37.509 --> 00:32:39.490
book the call buy the course join the

00:32:39.510 --> 00:32:42.073
community whatever it's going to be um

00:32:43.073 --> 00:32:45.477
The website is is I don't know, man,

00:32:45.537 --> 00:32:47.598
it's hard to justify putting time and

00:32:47.638 --> 00:32:48.240
resources.

00:32:48.840 --> 00:32:50.844
But that's also why I probably haven't

00:32:50.864 --> 00:32:52.806
updated my website in like two or three

00:32:52.826 --> 00:32:53.988
years, maybe five.

00:32:54.107 --> 00:32:54.367
You know,

00:32:54.409 --> 00:32:56.191
I just I don't ever go to it.

00:32:56.561 --> 00:32:58.804
I was working on mine yesterday just to

00:32:58.864 --> 00:32:59.684
like zhuzh it up.

00:33:00.244 --> 00:33:01.885
And then like I was doing an audit

00:33:01.905 --> 00:33:03.387
on myself before I went and did these

00:33:03.448 --> 00:33:05.048
APTA chapters and businesses.

00:33:05.108 --> 00:33:05.509
I was like,

00:33:06.289 --> 00:33:07.790
maybe I should do it for myself because

00:33:07.810 --> 00:33:09.092
we're the last person we're going to help.

00:33:09.373 --> 00:33:10.993
It's easy for me to see other people.

00:33:11.453 --> 00:33:12.815
But I was doing the same process on

00:33:12.855 --> 00:33:13.316
my own.

00:33:13.715 --> 00:33:14.676
And it was asking me to do some

00:33:14.717 --> 00:33:15.637
things that were simple.

00:33:16.198 --> 00:33:16.919
But my website,

00:33:17.558 --> 00:33:19.381
it's a repository for past episodes.

00:33:20.256 --> 00:33:21.576
I'm not trying to sell you anything.

00:33:21.958 --> 00:33:23.118
What do you want people to do?

00:33:23.138 --> 00:33:25.840
Listen, subscribe, like one of those two.

00:33:25.921 --> 00:33:26.642
I want you to listen.

00:33:26.801 --> 00:33:27.262
If you like it,

00:33:27.282 --> 00:33:28.182
if you listen three times,

00:33:29.384 --> 00:33:30.806
we're going to nudge you to subscribe

00:33:31.226 --> 00:33:32.186
towards the end, right?

00:33:32.227 --> 00:33:32.988
Or somewhere in the middle.

00:33:34.950 --> 00:33:36.490
I think Sam's got a big opportunity here.

00:33:36.810 --> 00:33:37.672
I would like to see him...

00:33:38.634 --> 00:33:39.075
You know what?

00:33:39.134 --> 00:33:39.355
No.

00:33:40.016 --> 00:33:42.096
I would like to see him licensed in

00:33:42.116 --> 00:33:43.097
the states that he's licensed.

00:33:43.218 --> 00:33:44.157
I would like to see him build the

00:33:44.178 --> 00:33:45.298
other two things we just mentioned,

00:33:45.338 --> 00:33:46.819
which is this automated,

00:33:47.059 --> 00:33:49.280
this self-paced course that Sam really

00:33:49.300 --> 00:33:50.981
teaches, but he teaches once,

00:33:51.342 --> 00:33:52.363
and then people take it thousands of

00:33:52.403 --> 00:33:52.722
times.

00:33:53.282 --> 00:33:54.284
And then this community,

00:33:54.604 --> 00:33:55.704
which might cost Sam...

00:33:57.125 --> 00:33:59.007
minutes of time a day to cultivate the

00:33:59.047 --> 00:34:01.608
community or cherry pick people that need

00:34:01.669 --> 00:34:03.109
help who aren't getting help from the

00:34:03.130 --> 00:34:03.950
community and go,

00:34:04.009 --> 00:34:05.270
sounds like this door over here.

00:34:05.290 --> 00:34:06.131
Do you want the course or do you

00:34:06.151 --> 00:34:06.832
want to meet Sam?

00:34:07.672 --> 00:34:09.512
I want Sam doing community cultivation.

00:34:09.713 --> 00:34:11.213
I think that's, man, I missed that.

00:34:11.534 --> 00:34:13.355
That is the right answer.

00:34:13.434 --> 00:34:15.096
Is school worth,

00:34:15.175 --> 00:34:16.456
is the juice worth the squeeze or can

00:34:16.476 --> 00:34:18.978
you get, you have a Facebook group.

00:34:18.998 --> 00:34:19.539
I mean,

00:34:19.579 --> 00:34:21.019
do you need to pay for school or?

00:34:22.489 --> 00:34:22.791
No,

00:34:22.891 --> 00:34:24.411
you do not need to pay for school.

00:34:24.452 --> 00:34:26.014
School's ninety nine dollars a month.

00:34:26.094 --> 00:34:26.333
I mean,

00:34:26.353 --> 00:34:27.856
that's a big commitment for somebody who

00:34:27.896 --> 00:34:29.277
doesn't have proof of concept.

00:34:30.818 --> 00:34:31.179
You know,

00:34:31.559 --> 00:34:33.981
the people who are using school well,

00:34:34.061 --> 00:34:34.422
love it.

00:34:34.983 --> 00:34:35.382
Awesome.

00:34:35.784 --> 00:34:38.907
I use Thinkific as my course platform.

00:34:38.947 --> 00:34:41.048
They have communities just like school

00:34:41.088 --> 00:34:41.469
has.

00:34:41.489 --> 00:34:43.672
They have similar tools and stuff.

00:34:44.271 --> 00:34:47.673
But you have to go where you naturally

00:34:47.693 --> 00:34:48.255
are led.

00:34:48.655 --> 00:34:50.096
I spend time on Facebook.

00:34:50.135 --> 00:34:51.797
So everything for me is going to bias

00:34:51.836 --> 00:34:52.617
toward Facebook.

00:34:52.978 --> 00:34:53.998
I don't even do Instagram.

00:34:54.358 --> 00:34:55.460
I never go to Instagram.

00:34:55.519 --> 00:34:56.420
I don't pay attention.

00:34:56.460 --> 00:34:58.161
There's messages in there that I don't

00:34:58.201 --> 00:34:58.541
see.

00:35:00.623 --> 00:35:03.605
I am just naturally drawn toward Facebook.

00:35:04.065 --> 00:35:05.806
And so that's where I tend to connect

00:35:05.827 --> 00:35:06.706
with people best.

00:35:06.746 --> 00:35:08.507
But that's because that's what I like.

00:35:08.547 --> 00:35:09.088
That's what I do.

00:35:09.525 --> 00:35:10.885
Somebody asked me yesterday, like, hey,

00:35:10.985 --> 00:35:12.766
I don't see you on TikTok.

00:35:12.867 --> 00:35:14.288
And I'm like, yeah, I'm not on TikTok.

00:35:14.307 --> 00:35:15.048
But it's a huge market.

00:35:15.068 --> 00:35:15.829
I'm like, you're not wrong.

00:35:17.389 --> 00:35:18.690
People will start with me and go like,

00:35:18.771 --> 00:35:19.871
I need to be on all the channels.

00:35:19.891 --> 00:35:23.054
And I'm like, which ones do you use?

00:35:23.074 --> 00:35:24.514
And they're like, well, just these two.

00:35:24.574 --> 00:35:25.375
I go, let's start there.

00:35:25.735 --> 00:35:26.835
Here's why.

00:35:27.056 --> 00:35:29.438
You know the physics of the environment,

00:35:30.358 --> 00:35:30.619
right?

00:35:30.878 --> 00:35:31.980
I think you can now,

00:35:32.019 --> 00:35:33.260
but you used to not be able to

00:35:33.300 --> 00:35:35.262
like retweet on Instagram,

00:35:35.282 --> 00:35:36.443
but now you can, right?

00:35:36.463 --> 00:35:36.762
Yeah.

00:35:37.277 --> 00:35:38.597
Well, that was like, well,

00:35:38.617 --> 00:35:39.418
there's no real,

00:35:39.659 --> 00:35:41.159
it's harder to share that way.

00:35:41.199 --> 00:35:42.519
You can collaborate real well.

00:35:42.820 --> 00:35:44.440
If we make a great reel where Tony

00:35:44.480 --> 00:35:48.342
drops a knowledge bomb and I go, woo,

00:35:48.681 --> 00:35:49.621
and we make a reel out of it,

00:35:49.702 --> 00:35:50.822
we can be collaborators.

00:35:51.262 --> 00:35:53.322
And then that video gets exposed to both

00:35:53.362 --> 00:35:54.063
of our audiences.

00:35:54.382 --> 00:35:55.304
That helps each other.

00:35:56.175 --> 00:35:57.056
There's that.

00:35:57.115 --> 00:35:58.336
That's easier to do.

00:35:58.737 --> 00:35:59.858
But you have to know the physics of

00:35:59.878 --> 00:36:00.478
the platform.

00:36:00.797 --> 00:36:01.159
Again,

00:36:01.539 --> 00:36:03.500
if you don't eat at a restaurant or

00:36:03.719 --> 00:36:04.380
like a like,

00:36:05.141 --> 00:36:06.402
you're not going to want to spend spend

00:36:06.461 --> 00:36:06.681
time.

00:36:06.742 --> 00:36:07.943
I'm not saying TikTok's wrong.

00:36:08.324 --> 00:36:10.085
It's just I've played around with it a

00:36:10.105 --> 00:36:10.625
few times.

00:36:10.644 --> 00:36:11.786
And what I saw there, I was like,

00:36:12.686 --> 00:36:14.648
doesn't doesn't feel like it's designed

00:36:14.668 --> 00:36:14.987
for me.

00:36:15.148 --> 00:36:15.588
And that's OK.

00:36:17.184 --> 00:36:19.568
We drive by hundreds and hundreds of

00:36:19.648 --> 00:36:22.092
stores, restaurants, shops.

00:36:22.472 --> 00:36:23.835
We've never been in them.

00:36:25.036 --> 00:36:26.139
But they still exist.

00:36:26.179 --> 00:36:28.262
There's still people who want those.

00:36:28.643 --> 00:36:29.443
Now, I will say...

00:36:30.677 --> 00:36:32.498
I have learned a hard lesson,

00:36:32.559 --> 00:36:34.820
which is I have no idea what next

00:36:34.860 --> 00:36:35.862
year is going to be like,

00:36:35.902 --> 00:36:37.362
what five years from now is going to

00:36:37.382 --> 00:36:37.822
be like,

00:36:37.943 --> 00:36:39.463
what's going to happen down the road.

00:36:40.045 --> 00:36:42.246
And I have found that there is value

00:36:42.346 --> 00:36:45.027
in planting seeds and letting them grow.

00:36:45.387 --> 00:36:47.469
So I still cross post to Instagram.

00:36:47.489 --> 00:36:50.371
I still cross post to Pinterest and TikTok

00:36:50.431 --> 00:36:51.733
and other platforms,

00:36:52.594 --> 00:36:54.175
even though I don't make it my focus.

00:36:54.255 --> 00:36:56.195
My focus right now is Facebook and a

00:36:56.255 --> 00:36:57.056
little bit of YouTube.

00:36:58.068 --> 00:37:00.451
But it's because two years from now,

00:37:01.030 --> 00:37:03.893
TikTok might explode again and there might

00:37:03.952 --> 00:37:05.034
be an opportunity.

00:37:05.074 --> 00:37:07.755
And I want to have a presence there

00:37:08.235 --> 00:37:09.697
that I can then pick back up,

00:37:10.157 --> 00:37:10.557
you know,

00:37:10.677 --> 00:37:13.280
but it's not going to detract from where

00:37:13.320 --> 00:37:14.541
my focus is today.

00:37:14.641 --> 00:37:16.001
It's just going to be something I kind

00:37:16.061 --> 00:37:17.143
of throw a little dirt,

00:37:17.422 --> 00:37:18.503
throw a couple seeds.

00:37:18.864 --> 00:37:20.684
If something grows, awesome.

00:37:20.764 --> 00:37:21.646
I'm going to let it happen.

00:37:22.693 --> 00:37:23.873
Yeah, I mean,

00:37:24.855 --> 00:37:27.594
I've done maybe ten audits of APTA state

00:37:27.614 --> 00:37:29.635
chapters and now I've got, I mean,

00:37:29.675 --> 00:37:30.376
progress update.

00:37:30.436 --> 00:37:32.936
I started a new company a week and

00:37:32.976 --> 00:37:33.577
two days ago.

00:37:35.038 --> 00:37:35.757
Four days in,

00:37:36.277 --> 00:37:37.639
I hated the name of the company and

00:37:37.679 --> 00:37:38.739
changed the name of the company.

00:37:38.759 --> 00:37:39.039
I was like,

00:37:39.338 --> 00:37:40.318
am I just stuck with this?

00:37:40.358 --> 00:37:41.719
Did I just name my baby and now

00:37:41.739 --> 00:37:43.280
I've got to call this child this thing

00:37:43.300 --> 00:37:43.820
until I die?

00:37:43.880 --> 00:37:44.900
No, you can just change the name.

00:37:45.181 --> 00:37:46.161
So I just changed the name like three

00:37:46.181 --> 00:37:46.541
days later.

00:37:47.581 --> 00:37:49.641
But step one was reaching out to people

00:37:49.661 --> 00:37:51.202
I already knew, warm relationships and go,

00:37:51.242 --> 00:37:52.023
hey, I'm doing this thing.

00:37:52.523 --> 00:37:53.603
I would love to see if it's a

00:37:53.643 --> 00:37:54.083
good fit.

00:37:54.324 --> 00:37:55.344
Here's what I'm going to do before we

00:37:55.385 --> 00:37:55.664
meet.

00:37:56.045 --> 00:37:57.626
I'm going to do the work.

00:37:57.666 --> 00:37:59.427
I'm going to do an audit of your

00:37:59.447 --> 00:38:00.748
website, your social channels,

00:38:00.768 --> 00:38:01.887
your YouTube, your podcast,

00:38:02.148 --> 00:38:04.070
whatever I can see from the outside.

00:38:04.170 --> 00:38:06.351
I do not want access as a member.

00:38:06.670 --> 00:38:07.771
I don't want behind the scenes.

00:38:08.211 --> 00:38:09.012
I want to be dumb.

00:38:09.713 --> 00:38:09.932
right?

00:38:09.992 --> 00:38:11.773
A lot of these people in chapters I've

00:38:11.833 --> 00:38:12.914
worked with and been paid by,

00:38:13.233 --> 00:38:14.554
I've never been to their website before.

00:38:15.195 --> 00:38:16.315
There was no reason, right?

00:38:16.335 --> 00:38:16.896
There was no reason.

00:38:16.916 --> 00:38:17.815
I was going to their conference or

00:38:17.835 --> 00:38:18.076
whatever.

00:38:18.635 --> 00:38:20.237
So I did these audits and I was

00:38:20.257 --> 00:38:22.498
like, man, I'm going to get so granular.

00:38:22.737 --> 00:38:23.938
I'm going to get into the weeds and

00:38:23.958 --> 00:38:24.398
it's going to be great.

00:38:24.418 --> 00:38:25.778
I'm going to give them insights they never

00:38:25.798 --> 00:38:25.958
knew.

00:38:26.179 --> 00:38:27.278
And then I did five of these things

00:38:27.300 --> 00:38:28.440
and I was like, same thing.

00:38:28.619 --> 00:38:29.420
It's the same thing.

00:38:29.440 --> 00:38:32.300
Like maybe there's an ooh every once in

00:38:32.320 --> 00:38:33.681
a while, but most of the time,

00:38:36.922 --> 00:38:38.284
Every once in a while you find like,

00:38:38.644 --> 00:38:41.007
whoa, what the hell is this?

00:38:41.027 --> 00:38:42.387
But most of the time it's like, yeah,

00:38:42.688 --> 00:38:42.929
yeah.

00:38:43.028 --> 00:38:43.550
Okay, got it.

00:38:44.150 --> 00:38:44.851
Act surprised.

00:38:45.831 --> 00:38:47.132
Oh, this is bone on bone.

00:38:47.152 --> 00:38:47.652
You tell me.

00:38:48.034 --> 00:38:48.994
Eleven out of ten pain.

00:38:49.034 --> 00:38:49.394
Oh, my gosh.

00:38:49.434 --> 00:38:50.856
Like, but you've seen it.

00:38:52.277 --> 00:38:53.659
I'm going to walk them through and be

00:38:53.699 --> 00:38:54.659
like, yes,

00:38:54.780 --> 00:38:56.481
you are an individual snowflake.

00:38:56.782 --> 00:38:57.422
Here's the thing.

00:38:57.762 --> 00:38:59.204
You're copying every other chat.

00:38:59.224 --> 00:39:00.286
This is for state chapters.

00:39:00.465 --> 00:39:01.427
They're copying each other.

00:39:02.539 --> 00:39:05.882
You could show me a zoomed out snapshot

00:39:05.943 --> 00:39:07.945
of all their photos from Facebook,

00:39:08.306 --> 00:39:09.367
and I wouldn't be able to tell one

00:39:09.407 --> 00:39:10.047
chapter from another.

00:39:10.228 --> 00:39:11.108
They're all the same colors.

00:39:11.869 --> 00:39:12.971
It's all Canva templates.

00:39:13.231 --> 00:39:14.092
They're stock images.

00:39:14.731 --> 00:39:15.193
And also,

00:39:15.253 --> 00:39:17.074
it's not going to surprise anybody.

00:39:17.355 --> 00:39:18.255
It's not going to surprise anybody.

00:39:18.275 --> 00:39:19.456
All right, so I'm doing the audits.

00:39:19.777 --> 00:39:19.998
Go ahead.

00:39:20.623 --> 00:39:21.344
I was just going to say,

00:39:21.443 --> 00:39:23.204
the problem is you're copying other

00:39:23.224 --> 00:39:25.126
chapters that aren't successful.

00:39:25.447 --> 00:39:26.507
They're not doing great.

00:39:28.469 --> 00:39:29.429
If you're going to copy,

00:39:29.449 --> 00:39:30.550
which is totally fine,

00:39:30.590 --> 00:39:32.552
learn from the best, copy the best.

00:39:33.813 --> 00:39:36.355
Go find something that is successful and

00:39:36.394 --> 00:39:37.916
copy that.

00:39:38.255 --> 00:39:39.958
Here's what I say to companies.

00:39:41.244 --> 00:39:42.324
or chapters, doesn't matter.

00:39:42.344 --> 00:39:43.105
They're all companies, right?

00:39:43.766 --> 00:39:46.507
Before the meeting or after the first

00:39:46.547 --> 00:39:48.108
meeting, before the second meeting, I say,

00:39:48.347 --> 00:39:48.829
each of you,

00:39:48.889 --> 00:39:49.528
I want you to do this.

00:39:49.568 --> 00:39:50.289
In the next seven days,

00:39:50.309 --> 00:39:51.090
we're going to meet in a week.

00:39:51.831 --> 00:39:54.311
The next time you stop and watch a

00:39:54.371 --> 00:39:57.173
video or stop and read a post for

00:39:57.253 --> 00:39:58.635
more than three and a half seconds,

00:39:59.114 --> 00:39:59.996
screenshot it.

00:40:00.456 --> 00:40:01.717
I do not care what it is.

00:40:01.757 --> 00:40:02.077
In fact,

00:40:02.197 --> 00:40:03.717
I do not want it to be in

00:40:03.737 --> 00:40:05.498
the industry we're in, right?

00:40:05.539 --> 00:40:06.099
Whatever that is.

00:40:07.099 --> 00:40:08.762
You do not need to give an explanation

00:40:08.782 --> 00:40:09.742
of why you screenshot it.

00:40:10.083 --> 00:40:11.103
Just screenshot it.

00:40:11.463 --> 00:40:12.425
Send them all to me.

00:40:12.505 --> 00:40:13.266
And I'm going to put it up like

00:40:13.306 --> 00:40:14.007
a vision board.

00:40:14.646 --> 00:40:16.889
And then I zoom out and I just

00:40:16.929 --> 00:40:18.710
go, what's the common theme here?

00:40:19.492 --> 00:40:21.554
Well, do you see faces?

00:40:23.393 --> 00:40:25.094
Let's look at your thumbnails of all your

00:40:25.114 --> 00:40:25.695
Facebook posts.

00:40:25.715 --> 00:40:26.474
Do you see faces?

00:40:27.036 --> 00:40:27.376
Not really.

00:40:27.416 --> 00:40:28.996
I see Canva templates and big words.

00:40:29.197 --> 00:40:29.617
Got it.

00:40:29.918 --> 00:40:30.878
When we do see faces,

00:40:30.918 --> 00:40:31.659
are they real people?

00:40:32.139 --> 00:40:33.300
Well, yeah, they're real people.

00:40:33.360 --> 00:40:33.820
I go, cool.

00:40:34.000 --> 00:40:34.701
Who's that guy?

00:40:34.760 --> 00:40:36.862
And they're like, it's a guy from Canva.

00:40:37.262 --> 00:40:37.963
Yeah, he's a real guy.

00:40:38.344 --> 00:40:39.523
He's just not someone you really know.

00:40:40.045 --> 00:40:42.166
So now does this look authentic or

00:40:42.266 --> 00:40:42.766
artificial?

00:40:43.666 --> 00:40:44.927
This is motivational interviewing.

00:40:45.548 --> 00:40:48.331
But I like the exercises like getting

00:40:48.471 --> 00:40:49.630
ready with me videos.

00:40:49.670 --> 00:40:50.891
We had to explain this to you once

00:40:50.931 --> 00:40:51.333
before, right?

00:40:51.353 --> 00:40:52.353
Because I don't think you had seen one

00:40:52.373 --> 00:40:53.094
of those before, right?

00:40:54.264 --> 00:40:55.905
That's like where like I saw the first

00:40:55.925 --> 00:40:56.465
time I saw I was like,

00:40:56.485 --> 00:40:57.266
this is ridiculous.

00:40:57.306 --> 00:40:58.547
And then the thirteenth time I saw it,

00:40:58.567 --> 00:40:59.987
I was listening to the whole damn video.

00:41:00.469 --> 00:41:01.750
It's when someone's doing something like

00:41:01.769 --> 00:41:03.550
putting on makeup or doing whatever and

00:41:03.570 --> 00:41:04.472
telling you a story.

00:41:05.391 --> 00:41:06.612
They hacked our brain again.

00:41:06.652 --> 00:41:07.514
We're big, dumb animals.

00:41:07.554 --> 00:41:08.635
We need visuals.

00:41:08.994 --> 00:41:10.356
There were those videos for a while that

00:41:10.376 --> 00:41:12.797
were telling a story and someone was

00:41:12.838 --> 00:41:13.077
playing.

00:41:13.097 --> 00:41:14.559
It was just a first person view of

00:41:14.579 --> 00:41:15.699
someone playing a video game.

00:41:16.400 --> 00:41:16.920
Yeah.

00:41:16.940 --> 00:41:18.101
It had nothing to do with the story.

00:41:19.847 --> 00:41:20.608
We're big dumb animals.

00:41:20.628 --> 00:41:21.148
We need that.

00:41:21.168 --> 00:41:23.369
So anyway, just screenshot and send it.

00:41:23.449 --> 00:41:24.809
Why does it capture your attention?

00:41:24.911 --> 00:41:25.130
Great.

00:41:25.391 --> 00:41:26.971
How do you use this new information?

00:41:26.990 --> 00:41:28.391
It's not rocket surgery.

00:41:28.672 --> 00:41:29.492
I'm not going to ask you to make

00:41:29.512 --> 00:41:31.012
a hundred different kinds of videos.

00:41:31.313 --> 00:41:32.434
I want you to make three different kinds

00:41:32.474 --> 00:41:34.034
of videos, a hundred ways.

00:41:34.494 --> 00:41:36.396
Figure out what your three formats are and

00:41:36.416 --> 00:41:37.916
then let's batch create the hell out of

00:41:37.936 --> 00:41:40.538
them and call it a day.

00:41:40.858 --> 00:41:41.498
So that's what I'm doing.

00:41:41.518 --> 00:41:42.338
I'm doing audits.

00:41:42.798 --> 00:41:45.059
I've got seven phone calls today.

00:41:45.099 --> 00:41:45.480
Wow.

00:41:46.427 --> 00:41:47.068
That's not bad.

00:41:47.708 --> 00:41:48.349
Yeah.

00:41:48.389 --> 00:41:50.469
Companies make sense.

00:41:50.489 --> 00:41:51.309
I mean, the same thing I'm doing.

00:41:51.889 --> 00:41:53.331
APTA state chapters and academies,

00:41:53.371 --> 00:41:53.971
they're companies.

00:41:53.990 --> 00:41:55.311
Right.

00:41:55.331 --> 00:41:56.152
They're just volunteer.

00:41:56.773 --> 00:41:59.114
Their membership is, you know,

00:41:59.313 --> 00:42:00.393
comes through APTA membership.

00:42:01.135 --> 00:42:01.775
Companies, obviously,

00:42:01.795 --> 00:42:02.494
a little bit different.

00:42:02.795 --> 00:42:03.456
So that's what I'm doing.

00:42:03.715 --> 00:42:05.757
I'm walking through the results with Sam,

00:42:06.297 --> 00:42:07.617
a couple APTA chapters,

00:42:07.637 --> 00:42:09.717
and then having initial conversations with

00:42:09.757 --> 00:42:10.199
some people.

00:42:10.478 --> 00:42:11.739
How's my strategy so far?

00:42:11.858 --> 00:42:13.840
This is me asking out loud how my

00:42:13.880 --> 00:42:14.159
strategy.

00:42:14.179 --> 00:42:15.101
Well, it hasn't worked yet.

00:42:15.608 --> 00:42:17.130
Well, it doesn't matter what I say.

00:42:17.230 --> 00:42:18.871
You have proof of concept.

00:42:18.952 --> 00:42:20.672
The fact is you put it out there.

00:42:20.733 --> 00:42:21.673
People said yes.

00:42:21.914 --> 00:42:23.454
And, you know, now you go with it.

00:42:23.474 --> 00:42:26.338
And this is where I think we,

00:42:26.538 --> 00:42:26.818
you know,

00:42:26.858 --> 00:42:29.639
we let back to let the market guide

00:42:29.721 --> 00:42:31.302
what it is that you were doing.

00:42:31.702 --> 00:42:32.882
If you put it out there and it

00:42:32.922 --> 00:42:33.583
was crickets.

00:42:33.864 --> 00:42:35.085
OK, nobody wants it.

00:42:35.385 --> 00:42:36.005
No big deal.

00:42:36.045 --> 00:42:37.527
Like, it's totally fine.

00:42:38.126 --> 00:42:38.487
Yeah.

00:42:39.601 --> 00:42:41.244
I want to hear,

00:42:41.704 --> 00:42:44.407
let's discuss this publicly because this

00:42:44.447 --> 00:42:46.489
applies to smaller providers who are

00:42:46.509 --> 00:42:48.871
afraid to post things because what do we

00:42:48.911 --> 00:42:50.932
do with the negative comments and feedback

00:42:50.952 --> 00:42:51.373
and stuff?

00:42:52.375 --> 00:42:54.516
I told you offline on the chat,

00:42:54.617 --> 00:42:55.478
I was like, man,

00:42:55.697 --> 00:42:57.980
every APTA post that I see,

00:42:58.641 --> 00:43:01.244
it's all negative comments underneath it.

00:43:01.664 --> 00:43:03.443
Now, I never see them engage.

00:43:03.623 --> 00:43:06.105
I never see them communicate or talk or

00:43:06.125 --> 00:43:06.804
do anything.

00:43:08.085 --> 00:43:12.425
But it's like the only comments they

00:43:12.485 --> 00:43:14.545
generate are negative comments,

00:43:14.726 --> 00:43:15.646
angry people.

00:43:16.706 --> 00:43:17.867
What do you think about this?

00:43:18.527 --> 00:43:19.507
It doesn't stop them.

00:43:19.987 --> 00:43:22.487
They continue to post.

00:43:22.507 --> 00:43:22.907
Yeah.

00:43:22.967 --> 00:43:23.967
So what do I think about it?

00:43:24.467 --> 00:43:25.288
It's been the way...

00:43:25.407 --> 00:43:26.947
I feel like it's been worse now.

00:43:27.387 --> 00:43:30.128
I feel like they're taking the brunt of...

00:43:31.260 --> 00:43:33.101
like, you know, reductions in payment.

00:43:33.161 --> 00:43:34.061
Now there's this new thing,

00:43:34.081 --> 00:43:34.862
which I don't understand.

00:43:34.902 --> 00:43:36.521
Now there's a bunch of degrees that are

00:43:36.561 --> 00:43:37.583
not professional degrees.

00:43:37.603 --> 00:43:38.123
What does that mean?

00:43:38.182 --> 00:43:39.603
I don't even know what that means.

00:43:41.284 --> 00:43:42.824
We need to talk about this.

00:43:43.525 --> 00:43:45.425
We'll talk about this in a minute.

00:43:45.465 --> 00:43:46.867
Let's finish the conversation.

00:43:47.306 --> 00:43:48.606
Here's the thing about APTA.

00:43:49.047 --> 00:43:51.068
I've been a member first because I was

00:43:51.088 --> 00:43:53.108
a student and it was just free.

00:43:53.128 --> 00:43:53.847
It was in my tuition,

00:43:53.867 --> 00:43:54.467
but it was free.

00:43:54.728 --> 00:43:55.708
And then I just continued to be a

00:43:55.748 --> 00:43:56.009
member.

00:43:56.148 --> 00:43:56.349
Why?

00:43:56.409 --> 00:43:57.849
Because the people around me are members

00:43:57.929 --> 00:43:59.889
and I didn't want to be a freaking

00:44:00.369 --> 00:44:02.329
jackass and be like not rowing the boat.

00:44:02.610 --> 00:44:03.869
But I'm also a joiner.

00:44:04.030 --> 00:44:05.510
I'm also a guy who's like, come on,

00:44:05.550 --> 00:44:05.831
man.

00:44:05.871 --> 00:44:06.751
Here's my five hundred bucks.

00:44:06.791 --> 00:44:07.771
Let's go mess stuff up.

00:44:07.791 --> 00:44:08.570
Let's better together.

00:44:08.971 --> 00:44:09.530
I buy in.

00:44:09.692 --> 00:44:09.972
I do.

00:44:10.851 --> 00:44:12.411
I don't know if I drink the Kool-Aid.

00:44:13.092 --> 00:44:14.431
I drink a few beers at the happy

00:44:14.492 --> 00:44:14.733
hour,

00:44:14.773 --> 00:44:16.333
but I watch and see what they do.

00:44:17.375 --> 00:44:18.175
And from all I know,

00:44:18.275 --> 00:44:19.637
because I don't know about advocacy,

00:44:19.878 --> 00:44:21.478
I'm pretty sure they're doing a great job.

00:44:21.619 --> 00:44:23.300
Well, they're doing what they can do.

00:44:23.762 --> 00:44:24.922
Are the results what we want?

00:44:25.242 --> 00:44:25.563
I don't know.

00:44:25.603 --> 00:44:26.965
We want it better, faster, bigger.

00:44:27.425 --> 00:44:27.726
Are they?

00:44:27.905 --> 00:44:28.186
No.

00:44:28.346 --> 00:44:29.106
Is that how it goes?

00:44:29.467 --> 00:44:30.248
Probably.

00:44:30.849 --> 00:44:31.409
Probably.

00:44:31.550 --> 00:44:33.411
I don't know how advocacy really works or

00:44:33.452 --> 00:44:34.432
how fast things go,

00:44:35.193 --> 00:44:36.835
but I'm glad they're doing it because I

00:44:36.875 --> 00:44:38.356
sure as hell don't want to be doing

00:44:38.396 --> 00:44:39.358
it or know how to do it.

00:44:40.039 --> 00:44:42.240
APTA is going to be the lightning rod

00:44:42.260 --> 00:44:43.181
of everything because they're like,

00:44:43.242 --> 00:44:44.521
we're your professional association.

00:44:44.882 --> 00:44:46.603
So they will take ninety nine percent of

00:44:46.623 --> 00:44:47.043
the hate.

00:44:47.443 --> 00:44:48.643
And even if they get a win,

00:44:48.784 --> 00:44:49.324
you've seen it.

00:44:49.585 --> 00:44:50.284
People just pile on.

00:44:50.304 --> 00:44:51.244
This isn't a win.

00:44:51.264 --> 00:44:51.985
This is bullshit.

00:44:52.005 --> 00:44:52.985
It's not really a win.

00:44:53.306 --> 00:44:55.067
This is what your billion dollar company

00:44:55.106 --> 00:44:55.387
does.

00:44:55.706 --> 00:44:55.947
Great.

00:44:56.007 --> 00:44:56.427
Don't join.

00:44:57.474 --> 00:44:57.954
Hard stop.

00:44:58.215 --> 00:44:58.735
Don't join.

00:44:59.155 --> 00:45:00.356
It is confusing, though,

00:45:00.476 --> 00:45:02.237
because people do rush to the comments to

00:45:02.277 --> 00:45:02.898
do just this.

00:45:03.199 --> 00:45:04.280
It's a pile of Karens.

00:45:05.500 --> 00:45:05.860
I don't know.

00:45:05.920 --> 00:45:06.860
I guess we love to bitch.

00:45:06.920 --> 00:45:07.961
And there's a comment section.

00:45:07.981 --> 00:45:09.722
I mean, yeah.

00:45:09.782 --> 00:45:11.184
Kyle Covington is a friend.

00:45:11.744 --> 00:45:12.925
Now he's the new APTA president.

00:45:13.646 --> 00:45:14.987
He's doing the thing we would probably

00:45:15.007 --> 00:45:15.467
tell him to do.

00:45:15.746 --> 00:45:16.347
Be a face.

00:45:16.507 --> 00:45:17.088
Communicate.

00:45:17.248 --> 00:45:17.889
Communicate little.

00:45:17.909 --> 00:45:18.648
Communicate often.

00:45:19.088 --> 00:45:20.771
And every time he steps onto a camera,

00:45:20.791 --> 00:45:22.211
people just go, whack, whack, whack,

00:45:22.291 --> 00:45:22.532
whack.

00:45:22.831 --> 00:45:23.271
Why?

00:45:23.612 --> 00:45:24.552
Because it feels good.

00:45:24.793 --> 00:45:26.153
It feels, look at these thumbs.

00:45:26.173 --> 00:45:27.375
Ah, it feels so good.

00:45:27.615 --> 00:45:27.956
Great.

00:45:27.976 --> 00:45:28.617
Do you feel better?

00:45:28.798 --> 00:45:29.119
Awesome.

00:45:30.041 --> 00:45:30.784
You're still not a member?

00:45:30.884 --> 00:45:31.164
Great.

00:45:31.224 --> 00:45:31.606
Moving on.

00:45:31.706 --> 00:45:32.608
Kyle doesn't care.

00:45:32.969 --> 00:45:34.072
He probably does care because he's a

00:45:34.092 --> 00:45:34.293
human.

00:45:35.168 --> 00:45:35.847
What do you think?

00:45:36.208 --> 00:45:38.208
That would be interesting if the

00:45:38.268 --> 00:45:40.528
positioning is, hey,

00:45:40.748 --> 00:45:41.929
I know I'm going to get the hate.

00:45:42.248 --> 00:45:45.530
There is plenty of entertainers and other

00:45:45.570 --> 00:45:47.030
individuals on social media.

00:45:47.630 --> 00:45:48.251
I swear,

00:45:48.371 --> 00:45:51.431
I think thirty percent or more of the

00:45:51.791 --> 00:45:53.711
tick tock like videos I see.

00:45:53.952 --> 00:45:55.452
I don't think these are real people.

00:45:55.891 --> 00:45:58.313
I think these are accounts just designed

00:45:58.353 --> 00:46:00.112
to generate anger and hate.

00:46:00.572 --> 00:46:02.273
So that's making comments,

00:46:02.793 --> 00:46:04.173
making comments, making comments.

00:46:04.634 --> 00:46:06.798
just everything like making comments,

00:46:06.858 --> 00:46:09.465
generate views, generate anger.

00:46:09.545 --> 00:46:11.510
We know that anger is a strong emotion

00:46:12.032 --> 00:46:13.695
that gets engagement.

00:46:14.271 --> 00:46:16.534
And they just want more money from

00:46:16.713 --> 00:46:17.434
advertisers,

00:46:17.474 --> 00:46:20.815
so they create videos that are artificial

00:46:20.856 --> 00:46:21.996
that just get more views.

00:46:22.838 --> 00:46:23.898
My thing with this,

00:46:23.958 --> 00:46:24.778
now that you're saying it,

00:46:24.858 --> 00:46:28.461
is I wonder if deep inside the psyche,

00:46:28.581 --> 00:46:31.402
APTA understands it doesn't matter.

00:46:31.423 --> 00:46:32.643
We'll take the hate.

00:46:32.903 --> 00:46:33.905
This is our role.

00:46:33.985 --> 00:46:35.846
We're going to get everything thrown at

00:46:36.007 --> 00:46:36.166
us.

00:46:37.427 --> 00:46:37.827
And again,

00:46:37.907 --> 00:46:40.168
even going back to Joey Albert and said,

00:46:40.510 --> 00:46:42.690
what should APTA be doing?

00:46:44.672 --> 00:46:45.192
I don't know.

00:46:45.771 --> 00:46:46.391
I really don't.

00:46:46.431 --> 00:46:47.873
What's the role of a professional

00:46:47.952 --> 00:46:48.672
organization?

00:46:48.853 --> 00:46:48.992
What?

00:46:49.233 --> 00:46:49.992
I don't know.

00:46:50.793 --> 00:46:51.914
I don't think, you know,

00:46:51.974 --> 00:46:53.614
it really matters all that much.

00:46:53.653 --> 00:46:55.914
I guess we need one, but yeah,

00:46:55.974 --> 00:46:59.054
just absorb the anger and let therapists

00:46:59.074 --> 00:47:00.114
focus on their patients.

00:47:00.155 --> 00:47:01.356
Maybe that's the role.

00:47:01.376 --> 00:47:02.115
Maybe we get bent.

00:47:02.175 --> 00:47:04.615
Ben is saying the thing is important.

00:47:04.795 --> 00:47:05.215
Like the,

00:47:05.356 --> 00:47:06.956
the professional that's a side

00:47:06.996 --> 00:47:07.456
conversation.

00:47:07.476 --> 00:47:08.396
We'll, we'll bring Ben.

00:47:08.456 --> 00:47:09.536
I'll bring Ben on or something.

00:47:09.556 --> 00:47:10.797
We'll do a live shoot.

00:47:10.818 --> 00:47:11.938
Cause someone has to explain it to me.

00:47:12.677 --> 00:47:12.757
Um,

00:47:14.110 --> 00:47:16.112
Well, from the profession being,

00:47:16.231 --> 00:47:17.333
are we professionals?

00:47:18.393 --> 00:47:19.635
I've tried to research it.

00:47:19.755 --> 00:47:20.757
I've tried to look at it.

00:47:20.817 --> 00:47:22.659
Like you said, maybe Ben can educate us.

00:47:22.778 --> 00:47:25.461
My understanding that the point that I

00:47:25.501 --> 00:47:28.704
keep hearing is it's going to limit how

00:47:28.744 --> 00:47:30.867
much money kids can borrow to become

00:47:30.927 --> 00:47:31.887
physical therapists.

00:47:32.568 --> 00:47:33.510
Isn't that a good thing?

00:47:33.750 --> 00:47:34.190
Like,

00:47:34.251 --> 00:47:36.373
didn't we come to a realization somewhere

00:47:36.532 --> 00:47:37.012
that as long...

00:47:37.713 --> 00:47:39.954
As long as government keeps pumping free

00:47:40.014 --> 00:47:41.335
money into the market,

00:47:41.795 --> 00:47:43.996
not free money into the market,

00:47:44.056 --> 00:47:44.836
prices go up.

00:47:45.297 --> 00:47:47.139
We don't want kids paying three hundred

00:47:47.179 --> 00:47:48.958
thousand dollars for a license.

00:47:49.480 --> 00:47:50.860
Let's bring the prices down.

00:47:50.940 --> 00:47:52.740
Just call me whatever you want.

00:47:52.820 --> 00:47:53.902
I don't care what you call me.

00:47:54.302 --> 00:47:55.563
If you don't want to call me a

00:47:55.623 --> 00:47:56.302
professional,

00:47:56.342 --> 00:47:58.403
it doesn't affect doesn't affect how much

00:47:58.523 --> 00:47:58.824
I earn,

00:47:59.164 --> 00:48:01.324
doesn't affect anything except how much I

00:48:01.364 --> 00:48:01.945
can borrow.

00:48:01.985 --> 00:48:04.206
And we don't want kids borrowing more than

00:48:04.226 --> 00:48:05.407
they can afford to pay back.

00:48:05.766 --> 00:48:06.547
Because guess what?

00:48:07.208 --> 00:48:08.668
I don't want loan forgiveness.

00:48:09.108 --> 00:48:10.469
So let's cap loans.

00:48:10.530 --> 00:48:12.030
People want to cap rent.

00:48:12.070 --> 00:48:13.572
People want to cap everything.

00:48:13.992 --> 00:48:16.554
Let's cap how much you can borrow and,

00:48:16.673 --> 00:48:17.054
you know,

00:48:17.454 --> 00:48:19.695
then go out there and make the money.

00:48:19.755 --> 00:48:23.237
Yeah.

00:48:23.277 --> 00:48:24.278
Someone had made a comment.

00:48:24.358 --> 00:48:25.699
Again, I'm not like a big numbers guy.

00:48:25.719 --> 00:48:26.659
I know this shocks all of you.

00:48:28.324 --> 00:48:28.545
But yeah,

00:48:28.585 --> 00:48:30.867
we shouldn't be making a ton of money

00:48:31.987 --> 00:48:33.588
on our next generation through loans,

00:48:33.648 --> 00:48:33.869
right?

00:48:33.909 --> 00:48:35.891
Like it's like we shouldn't lose money.

00:48:36.110 --> 00:48:38.413
I'm not saying give everybody their money

00:48:38.432 --> 00:48:39.114
back and go, ah,

00:48:39.134 --> 00:48:39.813
that was a bad idea,

00:48:39.855 --> 00:48:40.775
but we're going to let you slide.

00:48:41.215 --> 00:48:42.996
But also like seven percent interest on a

00:48:43.056 --> 00:48:44.637
loan for an education.

00:48:45.579 --> 00:48:47.340
Because I've said before in the hockey

00:48:47.380 --> 00:48:47.900
locker room,

00:48:47.920 --> 00:48:49.222
people like these guys want loan

00:48:49.242 --> 00:48:49.603
forgiveness.

00:48:49.643 --> 00:48:50.702
I'm like, I'm with you.

00:48:50.742 --> 00:48:51.844
I don't think they should get it either.

00:48:51.864 --> 00:48:53.405
But it shouldn't be like an exorbitant

00:48:53.626 --> 00:48:54.106
interest rate.

00:48:54.126 --> 00:48:55.646
It shouldn't be a moneymaker.

00:48:56.387 --> 00:48:57.568
I'm not saying don't make enough to cover

00:48:57.588 --> 00:48:58.487
your costs and maybe a little bit,

00:48:58.507 --> 00:49:00.528
but like seven percent on a giant loan

00:49:00.548 --> 00:49:01.409
to get the degree.

00:49:01.728 --> 00:49:03.228
What happens if people stop becoming

00:49:03.268 --> 00:49:04.608
doctors, nurses and PTs?

00:49:05.088 --> 00:49:06.250
There's no one to get you out of

00:49:06.289 --> 00:49:07.530
bed or wipe your butt in twenty years.

00:49:07.570 --> 00:49:07.929
And you go,

00:49:08.010 --> 00:49:08.969
these kids don't want to work.

00:49:08.989 --> 00:49:10.389
It's like, no, they made the smart move.

00:49:10.690 --> 00:49:12.771
You told them to make thirty years ago.

00:49:13.130 --> 00:49:14.231
Now you're screwed.

00:49:14.251 --> 00:49:15.251
There's no butt wipers.

00:49:15.331 --> 00:49:16.371
There's no people to get you out of

00:49:16.411 --> 00:49:16.690
bed.

00:49:16.990 --> 00:49:19.751
There's no people to help you walk again.

00:49:19.771 --> 00:49:20.592
You fucked around.

00:49:20.652 --> 00:49:21.532
You got to find out now,

00:49:21.552 --> 00:49:22.771
but it's too late to go jump in

00:49:22.791 --> 00:49:24.052
the DeLorean and go back in time.

00:49:24.072 --> 00:49:25.713
Yeah, I know.

00:49:27.273 --> 00:49:27.634
I don't know.

00:49:27.653 --> 00:49:28.855
But if I'm going to take the risk

00:49:29.016 --> 00:49:31.398
on loaning somebody three hundred thousand

00:49:31.418 --> 00:49:33.541
dollars that I think they probably can't

00:49:33.561 --> 00:49:34.103
pay back,

00:49:34.282 --> 00:49:35.585
I'm going to charge a lot of interest.

00:49:36.036 --> 00:49:37.476
I was going to say three percent.

00:49:37.637 --> 00:49:39.157
Ben says student loans for professional

00:49:39.177 --> 00:49:40.597
degree should be capped at two percent.

00:49:40.617 --> 00:49:41.878
The only reason I was saying three percent

00:49:41.918 --> 00:49:43.219
is like maybe it should match.

00:49:43.478 --> 00:49:43.938
No, never mind.

00:49:43.958 --> 00:49:45.000
I was going to say match the housing.

00:49:45.019 --> 00:49:47.221
That's not a good idea because that they

00:49:47.260 --> 00:49:47.400
go.

00:49:47.440 --> 00:49:47.621
Wow.

00:49:47.900 --> 00:49:48.900
But it should be something.

00:49:48.940 --> 00:49:49.782
It's like, why?

00:49:49.902 --> 00:49:53.083
Why is somebody going to loan at two

00:49:53.123 --> 00:49:53.603
percent?

00:49:53.643 --> 00:49:54.063
Like this?

00:49:54.242 --> 00:49:56.905
This goes back to we can't put in

00:49:56.945 --> 00:49:57.324
caps.

00:49:57.364 --> 00:49:58.885
We can't put in price controls.

00:49:58.905 --> 00:50:00.206
We can't do this stuff.

00:50:00.965 --> 00:50:02.126
All it does is it say.

00:50:02.967 --> 00:50:04.730
I've got money to loan.

00:50:04.769 --> 00:50:05.331
I'm a bank.

00:50:05.391 --> 00:50:05.972
I'm a lender.

00:50:06.012 --> 00:50:06.813
I'm a whatever.

00:50:07.574 --> 00:50:09.679
I am not going to loan somebody money

00:50:09.719 --> 00:50:11.021
at two percent when I can put it

00:50:11.061 --> 00:50:12.784
somewhere else for four or five or ten.

00:50:12.804 --> 00:50:12.923
Right.

00:50:13.565 --> 00:50:13.965
You know,

00:50:13.985 --> 00:50:16.190
like that's about let the free market do

00:50:16.250 --> 00:50:16.811
its job.

00:50:18.628 --> 00:50:18.809
All right,

00:50:18.829 --> 00:50:19.949
what do you want to talk about next?

00:50:20.070 --> 00:50:21.070
I've got a quote or I've got a

00:50:21.150 --> 00:50:22.471
post from Seth Godin that I think I

00:50:22.510 --> 00:50:23.152
shared with you guys.

00:50:23.172 --> 00:50:24.271
And I felt like it matched up what

00:50:24.291 --> 00:50:25.012
we were talking about.

00:50:25.512 --> 00:50:25.592
Yeah,

00:50:25.632 --> 00:50:27.074
let's use this to wrap up the show.

00:50:27.233 --> 00:50:28.715
If you don't know who Seth Godin is,

00:50:28.775 --> 00:50:29.414
just I don't even know.

00:50:29.434 --> 00:50:30.556
What would you call Seth Godin?

00:50:30.655 --> 00:50:31.335
He writes books,

00:50:31.356 --> 00:50:32.657
but he's not really a writer because his

00:50:32.717 --> 00:50:34.958
books are like dumb, simple,

00:50:35.259 --> 00:50:36.398
which is brilliant, right?

00:50:36.659 --> 00:50:36.980
But anyway,

00:50:37.199 --> 00:50:39.041
he's posted a blog post every day for

00:50:39.081 --> 00:50:39.661
like,

00:50:39.681 --> 00:50:42.063
he's a thinker and then he's a sharer.

00:50:42.822 --> 00:50:44.784
And I feel like this was important when

00:50:44.844 --> 00:50:46.085
I shared it when we were talking about

00:50:46.105 --> 00:50:47.686
on Tuesday, I immediately opened my email.

00:50:49.092 --> 00:50:49.994
I have forty two emails.

00:50:50.295 --> 00:50:51.795
I open Seth's every time.

00:50:52.536 --> 00:50:53.378
There's a lesson in it.

00:50:53.478 --> 00:50:53.798
Why?

00:50:54.159 --> 00:50:55.400
Because when he sends an email,

00:50:55.541 --> 00:50:57.282
there is at least he doesn't aim to

00:50:57.322 --> 00:50:59.306
have a hundred nuggets in every email.

00:50:59.505 --> 00:51:00.608
One, one great one.

00:51:00.867 --> 00:51:02.670
But every single day,

00:51:02.690 --> 00:51:03.690
he doesn't send boulders.

00:51:03.710 --> 00:51:05.152
He just drops a pebble on your head

00:51:05.172 --> 00:51:05.793
every single day.

00:51:06.215 --> 00:51:07.797
And he's talking about what's worth more.

00:51:09.385 --> 00:51:11.547
kind of blue from mild miles Davis.

00:51:11.606 --> 00:51:13.188
Is that a song or is that an

00:51:13.208 --> 00:51:13.449
album?

00:51:13.469 --> 00:51:14.228
It's probably, I don't know.

00:51:14.469 --> 00:51:16.550
I don't know, but it's miles Davis.

00:51:16.570 --> 00:51:17.751
I don't even know who miles Davis.

00:51:18.231 --> 00:51:19.092
I know who miles Davis is,

00:51:19.112 --> 00:51:21.172
but I don't, but he's a legend, right?

00:51:21.293 --> 00:51:23.894
Jazz or the third Boston album.

00:51:24.315 --> 00:51:25.315
And then he didn't intentionally does

00:51:25.335 --> 00:51:25.416
that.

00:51:25.496 --> 00:51:25.876
Cause it's like,

00:51:25.916 --> 00:51:27.237
what's the third Boston album?

00:51:27.376 --> 00:51:28.038
Like, I don't know.

00:51:29.199 --> 00:51:30.139
So the, the,

00:51:30.179 --> 00:51:34.262
the whole breakdown of his post really is,

00:51:35.563 --> 00:51:36.262
is like,

00:51:37.096 --> 00:51:39.617
Clients will pay more for something useful

00:51:39.757 --> 00:51:40.896
than something was difficult.

00:51:41.056 --> 00:51:43.117
And I feel like this resonates with what

00:51:43.137 --> 00:51:44.818
we were just talking about now and on

00:51:44.838 --> 00:51:45.278
Tuesday,

00:51:45.639 --> 00:51:47.159
which is I know you went to school

00:51:47.179 --> 00:51:49.219
for three years and it's a doctorate and

00:51:49.260 --> 00:51:50.840
it's hard and you got to do the

00:51:50.860 --> 00:51:52.440
clinicals and you got to do that and

00:51:52.460 --> 00:51:54.561
you can't work.

00:51:54.581 --> 00:51:55.422
No one cares.

00:51:55.601 --> 00:51:57.103
Like, I mean, I care.

00:51:57.123 --> 00:51:57.842
I'm like, oh, my gosh,

00:51:57.862 --> 00:51:58.583
if I had a friend going,

00:51:58.623 --> 00:51:59.523
that sounds really rough.

00:51:59.842 --> 00:52:00.143
But like,

00:52:00.543 --> 00:52:02.583
I'm not going to pay you more because

00:52:02.643 --> 00:52:03.925
it was harder to do.

00:52:05.088 --> 00:52:07.952
I will pay you more because I can't

00:52:08.012 --> 00:52:10.315
poop in my toilet and I need to

00:52:10.355 --> 00:52:11.677
poop and I'm going to pay you to

00:52:11.717 --> 00:52:12.476
come now.

00:52:13.077 --> 00:52:14.239
That's why people get pissed when they're

00:52:14.260 --> 00:52:14.400
like,

00:52:14.420 --> 00:52:16.262
these plumbers are making all this money

00:52:16.282 --> 00:52:18.403
and they didn't have to go through school.

00:52:18.423 --> 00:52:19.485
That's not why we pay you.

00:52:19.846 --> 00:52:21.067
We don't pay you because plumbing school

00:52:21.086 --> 00:52:21.467
is hard.

00:52:21.768 --> 00:52:23.130
We pay you because it's useful.

00:52:24.311 --> 00:52:25.773
You can still do that even if your

00:52:25.813 --> 00:52:26.514
degree was hard.

00:52:26.813 --> 00:52:28.295
How do you shift it?

00:52:28.315 --> 00:52:29.456
That's what Seth was trying to say.

00:52:29.795 --> 00:52:32.597
How do you shift it to make sure

00:52:32.637 --> 00:52:33.077
it's clear?

00:52:33.137 --> 00:52:33.699
It is useful.

00:52:33.739 --> 00:52:34.679
Your degree is useful.

00:52:35.519 --> 00:52:37.101
Not how all of us are using it,

00:52:37.141 --> 00:52:37.400
though.

00:52:38.061 --> 00:52:39.402
I had a guy I met through a

00:52:39.463 --> 00:52:40.143
friend the other day.

00:52:40.423 --> 00:52:41.905
Dude's in his seventies or eighties.

00:52:42.704 --> 00:52:43.965
And my buddy introduced me because I'm

00:52:43.985 --> 00:52:45.327
going to be helping him out with some

00:52:45.347 --> 00:52:46.208
communication stuff.

00:52:46.547 --> 00:52:47.869
And he goes, Jimmy's a great communicator.

00:52:48.835 --> 00:52:50.476
also happens to be a physical therapist.

00:52:50.737 --> 00:52:52.278
I love how the fact that my doctor

00:52:52.800 --> 00:52:53.860
is thrown in third in line.

00:52:54.081 --> 00:52:54.902
I don't use it a whole lot.

00:52:55.103 --> 00:52:56.324
My buddy doesn't really even know me as

00:52:56.344 --> 00:52:56.764
a PT.

00:52:57.865 --> 00:52:58.847
And the guy goes, hang on a second.

00:52:58.907 --> 00:53:00.248
Do you come to people's houses?

00:53:00.309 --> 00:53:00.708
I'm like, oh,

00:53:00.748 --> 00:53:02.791
I don't actually do the PT very much.

00:53:02.992 --> 00:53:03.512
And he's like,

00:53:03.532 --> 00:53:04.994
I still need this because I think I'm

00:53:05.014 --> 00:53:05.954
going to fall when I'm at a...

00:53:07.115 --> 00:53:09.496
He understood the use, the usefulness.

00:53:09.777 --> 00:53:11.077
He didn't ask me where my clinic was

00:53:11.117 --> 00:53:12.657
or how many, you know, he was like,

00:53:12.757 --> 00:53:13.677
what do I need out of it?

00:53:13.717 --> 00:53:14.338
Hang on a second.

00:53:14.378 --> 00:53:14.777
I know you're not.

00:53:14.818 --> 00:53:15.518
Let me get your number.

00:53:15.878 --> 00:53:17.878
So no one cares how hard it was

00:53:17.918 --> 00:53:19.860
to get the thing.

00:53:19.900 --> 00:53:21.519
What can you do with it?

00:53:21.579 --> 00:53:23.101
That's I'm not even going to say I

00:53:23.121 --> 00:53:23.760
have a parting shot.

00:53:23.780 --> 00:53:25.282
That's Seth's my parting shot.

00:53:25.501 --> 00:53:26.282
The usefulness.

00:53:27.884 --> 00:53:28.284
I love it.

00:53:28.844 --> 00:53:29.384
I love it.

00:53:31.605 --> 00:53:32.744
Nothing bad.

00:53:32.864 --> 00:53:34.206
I'm just going to say, you know,

00:53:35.186 --> 00:53:37.626
take these nuggets, like take these ideas,

00:53:37.746 --> 00:53:39.126
use them as inspiration,

00:53:39.186 --> 00:53:40.427
plant seeds with them.

00:53:41.148 --> 00:53:42.007
I too,

00:53:42.527 --> 00:53:45.188
I liked Seth Godin a lot more in

00:53:45.208 --> 00:53:45.829
the past.

00:53:45.849 --> 00:53:46.389
Oh, okay.

00:53:46.728 --> 00:53:51.110
I liked, who's the find your why guy?

00:53:52.391 --> 00:53:52.751
Simon Sinek.

00:53:52.771 --> 00:53:54.510
Simon Sinek a lot more in the past.

00:53:55.231 --> 00:53:56.931
There are a lot of people that,

00:53:57.960 --> 00:53:59.922
ten, fifteen, twenty years ago,

00:54:00.362 --> 00:54:02.965
I consumed every piece of their content.

00:54:03.085 --> 00:54:06.628
Then as I grew, changed, developed,

00:54:07.728 --> 00:54:10.112
what I focus on has also changed.

00:54:11.072 --> 00:54:12.813
I don't resonate as much with Seth

00:54:12.853 --> 00:54:13.134
anymore.

00:54:13.153 --> 00:54:14.434
The concepts are universal.

00:54:14.554 --> 00:54:17.418
You could have written that twenty years

00:54:17.458 --> 00:54:17.717
ago.

00:54:18.157 --> 00:54:19.440
Yeah.

00:54:19.460 --> 00:54:22.141
It starts to become the personality that I

00:54:22.181 --> 00:54:23.422
have conflict with.

00:54:24.423 --> 00:54:25.505
But regardless...

00:54:26.963 --> 00:54:29.266
This is what takes the conversation ten

00:54:29.306 --> 00:54:30.188
levels deeper.

00:54:30.909 --> 00:54:31.829
It's not just,

00:54:32.070 --> 00:54:33.692
I'm a licensed physical therapist.

00:54:33.833 --> 00:54:34.773
I can treat your pain.

00:54:35.454 --> 00:54:37.777
It's, I'm Tony Meritato.

00:54:38.880 --> 00:54:40.601
I understand these frustrations.

00:54:41.650 --> 00:54:43.251
Let's figure out how to get past these

00:54:43.291 --> 00:54:45.793
frustrations, whatever they are, you know?

00:54:45.813 --> 00:54:48.717
And, and again, did that move,

00:54:48.876 --> 00:54:51.298
did that transcend physical therapy?

00:54:51.739 --> 00:54:52.539
Did you get a chance?

00:54:52.619 --> 00:54:55.222
I tagged you on the Jared Hall post.

00:54:55.242 --> 00:54:58.045
Yeah, I know Jared.

00:54:58.085 --> 00:54:58.985
We should have him on soon.

00:54:59.440 --> 00:54:59.760
We should.

00:54:59.900 --> 00:55:02.262
Did you see the post, though,

00:55:02.302 --> 00:55:04.364
that he was talking about what I think

00:55:04.384 --> 00:55:04.824
he was saying,

00:55:04.844 --> 00:55:06.085
what physical therapy became?

00:55:06.125 --> 00:55:07.905
And I said, did we outgrow the profession?

00:55:08.367 --> 00:55:09.947
He put that into chat.

00:55:10.327 --> 00:55:11.608
It was a great summary.

00:55:12.530 --> 00:55:13.971
It was a great perspective.

00:55:14.530 --> 00:55:15.612
So, yeah,

00:55:15.652 --> 00:55:17.333
let's let's see what we can do about

00:55:17.813 --> 00:55:20.014
these conversations into the future.

00:55:20.635 --> 00:55:21.936
Wrapping up the show now.

00:55:22.813 --> 00:55:23.532
Is it Thursday?

00:55:23.934 --> 00:55:24.594
It's Thursday.

00:55:25.313 --> 00:55:26.614
Thanksgiving's in a week, dude.

00:55:26.735 --> 00:55:27.695
It is.

00:55:27.855 --> 00:55:28.335
It is.

00:55:28.376 --> 00:55:29.996
We got to think about what we're thankful

00:55:30.036 --> 00:55:32.217
for because I think Dave put it out

00:55:32.257 --> 00:55:32.496
there.

00:55:32.516 --> 00:55:34.358
We're going to make a show on Tuesday

00:55:34.398 --> 00:55:35.719
about being thankful.

00:55:36.338 --> 00:55:37.300
I thought we were just going to dress

00:55:37.340 --> 00:55:37.980
as pilgrims.

00:55:39.320 --> 00:55:40.380
Are you allowed to say that?

00:55:40.521 --> 00:55:41.161
I am offended.

00:55:41.201 --> 00:55:42.001
You've triggered me.

00:55:42.021 --> 00:55:43.742
I don't think you're allowed to use that

00:55:43.782 --> 00:55:44.083
word.

00:55:44.222 --> 00:55:44.742
Oh, really?

00:55:44.862 --> 00:55:45.402
I didn't know that.

00:55:45.523 --> 00:55:46.963
I'll dress as a turkey because that's what

00:55:47.023 --> 00:55:48.105
I feel like most of the time.

00:55:49.579 --> 00:55:52.023
You saw the video about spanking a turkey

00:55:52.043 --> 00:55:52.824
to cook it, right?

00:55:52.844 --> 00:55:56.929
I did not.

00:55:56.969 --> 00:55:57.128
Okay.

00:55:57.148 --> 00:55:57.829
Wait, that's a thing?

00:55:57.849 --> 00:55:58.110
Go to YouTube.

00:55:58.130 --> 00:55:59.050
This is a physics video.

00:55:59.090 --> 00:56:01.333
You can actually raise the temperature by

00:56:01.414 --> 00:56:02.536
spanking a turkey.

00:56:02.576 --> 00:56:05.219
Somebody created a machine that just

00:56:05.259 --> 00:56:07.201
spanks a raw turkey until it's cooked.

00:56:07.240 --> 00:56:07.882
Okay.

00:56:09.445 --> 00:56:10.686
I did see a video – I did

00:56:10.706 --> 00:56:13.447
see a post from Gary Vee the other

00:56:13.467 --> 00:56:15.967
day, and it had two turkeys.

00:56:16.007 --> 00:56:17.989
He's doing all these posts now where it's

00:56:18.009 --> 00:56:19.409
like thinking and doing.

00:56:19.469 --> 00:56:20.429
It's two boxing gloves,

00:56:20.469 --> 00:56:21.550
and one's like pristine,

00:56:21.570 --> 00:56:22.590
and the other is like beaten in.

00:56:22.610 --> 00:56:23.309
It's like doing.

00:56:23.690 --> 00:56:24.670
And there was two turkeys,

00:56:24.731 --> 00:56:25.990
and one was burnt,

00:56:26.050 --> 00:56:27.351
and one was like golden brown.

00:56:27.791 --> 00:56:29.492
And it was like this is one hour

00:56:29.532 --> 00:56:30.773
at nine hundred degrees,

00:56:31.313 --> 00:56:34.474
or this is three hours at two

00:56:34.494 --> 00:56:35.233
seventy-five.

00:56:35.693 --> 00:56:37.135
And it's like sometimes great things take

00:56:37.175 --> 00:56:37.474
time.

00:56:37.934 --> 00:56:38.896
It's like, man,

00:56:38.916 --> 00:56:41.239
that could be a billboard for something

00:56:41.300 --> 00:56:42.802
like he's, you know, he drops billboards,

00:56:42.822 --> 00:56:44.105
but that's the thing, which is like,

00:56:45.027 --> 00:56:45.807
sometimes these things,

00:56:46.027 --> 00:56:47.411
the worth that stuff takes time.

00:56:48.695 --> 00:56:49.896
All right, we'll be back on Tuesday,

00:56:50.076 --> 00:56:51.677
apparently wearing outfits.

00:56:51.797 --> 00:56:53.297
I've got to go to my outfit closet.

00:56:53.338 --> 00:56:54.378
I do have a box of, like,

00:56:54.458 --> 00:56:55.059
random things.

00:56:56.219 --> 00:56:58.440
Appreciate the comments from Bed.

00:56:58.521 --> 00:56:59.300
David, I just saw.

00:56:59.320 --> 00:57:00.882
I just saw David comment in there.

00:57:01.463 --> 00:57:03.143
If you heard something or you have a

00:57:03.184 --> 00:57:04.405
topic or you have insight,

00:57:04.925 --> 00:57:05.644
drop us a line.

00:57:05.704 --> 00:57:06.606
We're not hard to follow.

00:57:07.025 --> 00:57:08.806
Tony Meritato, Dave Kittle,

00:57:08.867 --> 00:57:10.148
who's with The Young One today,

00:57:10.347 --> 00:57:12.349
and PT Pinecast on all the socials.

00:57:12.769 --> 00:57:13.710
Tony, have a good weekend, man.

00:57:13.809 --> 00:57:14.550
Oh, we'll talk soon.

00:57:14.630 --> 00:57:15.231
I got some crazy ideas.

00:57:15.271 --> 00:57:16.411
All right, man.

00:57:26.373 --> 00:57:27.974
We'll be right back.