Wendy's: Brilliant or Stupid?!

WEBVTT00:00:25.455 --> 00:00:27.657Good morning, gentlemen.00:00:29.039 --> 00:00:30.199Tony feels like he's in the middle.00:00:32.776 --> 00:00:34.356Joined by my co-host, Tony Maritato,00:00:34.377 --> 00:00:35.557Dave Kittle, I'm Drew McKay,00:00:35.957 --> 00:00:37.759and this is Breakfast Club PT.00:00:38.200 --> 00:00:38.719In the morning,00:00:38.759 --> 00:00:40.161when else would you do Breakfast Club?00:00:40.220 --> 00:00:42.101It has to be in the morning.00:00:42.222 --> 00:00:43.243We have a loaded show,00:00:43.283 --> 00:00:44.904so usually I start off with some banter.00:00:45.223 --> 00:00:46.564No banter today, gentlemen.00:00:46.844 --> 00:00:48.106Let's dive right into this.00:00:48.767 --> 00:00:50.027And the first one I want to bring up,00:00:50.148 --> 00:00:51.768I like, and I think Tony likes,00:00:51.789 --> 00:00:52.749and I think Dave likes,00:00:52.868 --> 00:00:54.229we look for the edges.00:00:54.670 --> 00:00:56.112We look for threads to pull.00:00:56.451 --> 00:00:58.033When people are really, really mad...00:00:59.152 --> 00:01:00.073I want to know why.00:01:00.093 --> 00:01:02.293And I want to go, but is it like that?00:01:02.454 --> 00:01:03.835So the first one,00:01:03.975 --> 00:01:06.814there was some rage and we00:01:06.855 --> 00:01:07.816can get into whether the00:01:07.855 --> 00:01:09.195rage is planned or not,00:01:09.215 --> 00:01:11.397because sometimes rage is planned.00:01:12.117 --> 00:01:13.718But a situation with00:01:14.018 --> 00:01:14.977everybody's favorite00:01:15.058 --> 00:01:16.959redhead popped up just this week.00:01:17.938 --> 00:01:20.399Loving the pigtails, Wendy's.00:01:20.679 --> 00:01:23.641And here's an excerpt from a00:01:23.680 --> 00:01:24.361press release.00:01:25.602 --> 00:01:26.481It had come out.00:01:26.962 --> 00:01:27.162Well,00:01:27.962 --> 00:01:29.683they released a statement saying that00:01:29.724 --> 00:01:31.224their digital menu boards00:01:31.543 --> 00:01:33.105could allow them to change00:01:33.185 --> 00:01:34.406menu offerings at different00:01:34.445 --> 00:01:36.546times of the day and offer00:01:36.587 --> 00:01:37.947discounts and value offers00:01:38.028 --> 00:01:38.867to their customers.00:01:39.647 --> 00:01:40.588Now, this is a response.00:01:41.417 --> 00:01:42.858Because there were so many00:01:42.977 --> 00:01:45.778media reports that took this idea,00:01:45.799 --> 00:01:48.301and I think if this is sort00:01:48.320 --> 00:01:49.620of a faux pas where Wendy's00:01:49.661 --> 00:01:50.462might have went wrong,00:01:50.501 --> 00:01:54.903but maybe they're geniuses, the media,00:01:55.004 --> 00:01:56.185the media, we're the media,00:01:56.224 --> 00:01:56.784you're the media,00:01:57.125 --> 00:01:57.944sort of twisted it and then00:01:57.965 --> 00:02:00.667threw the words surge pricing on it.00:02:01.737 --> 00:02:03.260which is very familiar00:02:03.299 --> 00:02:04.462terminology if you've ever00:02:04.641 --> 00:02:07.085used an Uber or Lyft, right?00:02:07.146 --> 00:02:09.550And people understand supply and demand.00:02:10.110 --> 00:02:12.555And for some reason though, psychology,00:02:12.974 --> 00:02:14.296we sort of don't have beef with it.00:02:15.164 --> 00:02:16.346When it's for Ubers, because we're like,00:02:16.366 --> 00:02:16.485well,00:02:16.526 --> 00:02:17.687there's people out there and there's00:02:17.806 --> 00:02:19.046a big demand and they00:02:19.068 --> 00:02:19.747should get paid more00:02:19.788 --> 00:02:21.429because we need more drivers.00:02:21.729 --> 00:02:23.710But as soon as it's shifted to food,00:02:24.491 --> 00:02:25.632fast food in particular,00:02:26.072 --> 00:02:28.913people lost their minds.00:02:29.074 --> 00:02:30.094So let's just do a first00:02:30.134 --> 00:02:32.635take round on the situation00:02:32.656 --> 00:02:33.477because this thing played00:02:33.556 --> 00:02:35.057out rather quickly.00:02:35.617 --> 00:02:37.359The idea came out, and then, of course,00:02:37.780 --> 00:02:38.961now that there's no00:02:39.040 --> 00:02:40.301distance between the00:02:40.361 --> 00:02:41.543customer and them00:02:41.603 --> 00:02:42.864transmitting their messages00:02:43.304 --> 00:02:44.865of approval or disapproval.00:02:45.586 --> 00:02:46.326Initial reaction,00:02:46.407 --> 00:02:48.247first take from the situation.00:02:48.307 --> 00:02:50.050Tony, I'll give mine.00:02:50.169 --> 00:02:51.431My initial reaction was I00:02:51.471 --> 00:02:52.531loved it because it00:02:52.632 --> 00:02:54.332confirmed my biases that00:02:54.473 --> 00:02:56.133everybody should be doing this.00:02:56.193 --> 00:02:57.354We live in a day and age00:02:57.395 --> 00:02:58.937that we don't have to wait.00:02:59.597 --> 00:03:01.237we can make changes instantly.00:03:01.277 --> 00:03:03.378And the more agile a business can become,00:03:03.899 --> 00:03:05.500the better their service.00:03:05.539 --> 00:03:06.721The whole idea behind surge00:03:06.741 --> 00:03:08.822pricing for Uber is if we00:03:08.882 --> 00:03:10.263don't raise prices when00:03:10.282 --> 00:03:11.383there's high demand,00:03:11.883 --> 00:03:14.164we can't serve the people that need it.00:03:14.224 --> 00:03:15.985Plus we lose the capacity.00:03:16.286 --> 00:03:17.926So I think it was an awesome idea.00:03:17.986 --> 00:03:18.768I think it was perfect.00:03:19.231 --> 00:03:20.252I also want to give a nod to00:03:20.312 --> 00:03:21.894Tony because you threw out00:03:21.954 --> 00:03:23.675a suggestion or a question00:03:23.735 --> 00:03:25.155to people in a Facebook00:03:25.175 --> 00:03:27.757group or online about this00:03:28.116 --> 00:03:29.177for healthcare and in00:03:29.217 --> 00:03:30.478particular physical therapy.00:03:30.518 --> 00:03:32.278This was a couple of weeks ago.00:03:32.299 --> 00:03:33.979And I remember I said, yes.00:03:34.681 --> 00:03:35.941And the idea there was,00:03:36.542 --> 00:03:38.562is a Tuesday at one o'clock00:03:38.603 --> 00:03:40.183in the afternoon time slot00:03:40.204 --> 00:03:40.824with your physical00:03:40.864 --> 00:03:42.544therapist or healthcare provider,00:03:43.545 --> 00:03:45.447is that more or less valuable than00:03:46.235 --> 00:03:48.816then one may be at 8.30 a.m.00:03:48.836 --> 00:03:51.236before work or 5.45 after work,00:03:51.717 --> 00:03:53.617and people pay for access.00:03:53.657 --> 00:03:55.859People pay extra for value.00:03:55.899 --> 00:03:57.199This is an upsell.00:03:57.219 --> 00:03:58.500So you had thrown that out,00:03:58.699 --> 00:04:00.360and it was met with similar00:04:01.502 --> 00:04:02.421two ends of the bell curve,00:04:02.641 --> 00:04:06.463absolute rage and absolute love.00:04:06.524 --> 00:04:07.943So a nod to Tony for sort of00:04:08.343 --> 00:04:08.905predicting that.00:04:08.965 --> 00:04:10.625Dave, first take on Wendy's,00:04:10.685 --> 00:04:11.725everybody's favorite redhead.00:04:13.540 --> 00:04:14.042I love it.00:04:14.662 --> 00:04:16.343I think it's it's certainly interesting.00:04:16.603 --> 00:04:18.524And I don't know why people00:04:18.564 --> 00:04:20.043get upset when Uber did it,00:04:20.163 --> 00:04:21.944or at least people did00:04:21.964 --> 00:04:23.026people get upset when Uber00:04:23.065 --> 00:04:24.206first started it or when00:04:24.225 --> 00:04:25.307they first started it.00:04:25.567 --> 00:04:27.927But then they sort of so keep going.00:04:27.968 --> 00:04:28.228But yeah,00:04:28.247 --> 00:04:29.649I think there was initial rage00:04:29.668 --> 00:04:30.348and then a long tail.00:04:31.358 --> 00:04:32.259Yeah, I was going to ask, like,00:04:32.459 --> 00:04:34.240is the outrage with Wendy's00:04:34.540 --> 00:04:36.221more than what it was with Uber?00:04:36.300 --> 00:04:39.483Because, I mean, a lot of people use Uber,00:04:39.543 --> 00:04:40.923but is Wendy's more00:04:41.163 --> 00:04:42.504ubiquitous and more people use it?00:04:42.524 --> 00:04:42.845Of course,00:04:43.384 --> 00:04:46.586food and food is like a right as00:04:46.646 --> 00:04:48.267opposed to Uber where it's00:04:48.307 --> 00:04:49.569like a nice to have and00:04:49.668 --> 00:04:52.271like it's more of like, I don't know,00:04:52.331 --> 00:04:53.732like an upgrade of life kind of thing.00:04:53.752 --> 00:04:54.031I don't know.00:04:54.456 --> 00:04:54.896I don't know.00:04:54.916 --> 00:04:56.358I think it touched a nerve00:04:56.377 --> 00:04:57.257because it was food.00:04:57.338 --> 00:04:59.559I think people, rightfully so also,00:04:59.598 --> 00:05:00.540we're all agree with like, well,00:05:00.560 --> 00:05:01.399people with low income,00:05:01.420 --> 00:05:03.180that could be one of their food sources.00:05:03.521 --> 00:05:04.442I would also counter with,00:05:04.901 --> 00:05:06.101there are other things like00:05:06.742 --> 00:05:09.644Golden Arches and BK and00:05:09.764 --> 00:05:10.963KFC and Taco Bell.00:05:11.524 --> 00:05:13.125But with Uber, there was Lyft,00:05:13.204 --> 00:05:13.946but there are also these00:05:13.966 --> 00:05:15.326things in New York anyway,00:05:15.365 --> 00:05:16.067they're yellow and they00:05:16.086 --> 00:05:16.887drive around all over the place.00:05:17.226 --> 00:05:18.887So there are alternatives.00:05:19.007 --> 00:05:19.927And this is a free market.00:05:20.048 --> 00:05:20.829If you don't like it,00:05:22.485 --> 00:05:24.307There's the option.00:05:25.487 --> 00:05:26.908So I don't know.00:05:27.509 --> 00:05:28.810I remember a little bit00:05:28.870 --> 00:05:31.011foggy-wise when Uber announced this,00:05:31.050 --> 00:05:32.151but then it was sort of like, listen,00:05:32.170 --> 00:05:33.612this is so we can pay our drivers.00:05:33.791 --> 00:05:35.112So they pointed to a human,00:05:35.273 --> 00:05:36.673and then people were like, oh, okay.00:05:37.074 --> 00:05:38.735Well, drivers are people, and we're people,00:05:38.754 --> 00:05:40.096so we like people, not companies.00:05:40.884 --> 00:05:41.064Yeah,00:05:41.144 --> 00:05:42.466and I think there's more history00:05:42.545 --> 00:05:43.665behind Wendy's.00:05:43.745 --> 00:05:45.887As soon as Jimmy said the word change,00:05:46.427 --> 00:05:48.048like everything after that00:05:48.168 --> 00:05:48.968goes out the window.00:05:49.028 --> 00:05:51.468Nobody here is the rest of the story.00:05:52.809 --> 00:05:54.189One of my favorite now,00:05:54.430 --> 00:05:55.509he's been somewhat00:05:55.569 --> 00:05:57.071discredited from what I00:05:57.110 --> 00:05:58.690heard in some of the articles that I read,00:05:58.750 --> 00:06:00.112but I remember years ago.00:06:00.971 --> 00:06:03.074reading and looking at Ted00:06:03.113 --> 00:06:04.415talks about pricing00:06:04.475 --> 00:06:07.415psychology and communication, Dan,00:06:07.997 --> 00:06:09.798and I know Dave, you know, this Dan,00:06:09.817 --> 00:06:11.838a really a rally,00:06:12.620 --> 00:06:13.439you know what I'm talking about?00:06:13.459 --> 00:06:13.680Okay.00:06:15.341 --> 00:06:18.023He was a professor somewhere,00:06:18.043 --> 00:06:19.463did all this research.00:06:19.504 --> 00:06:20.665And basically he talks about00:06:20.764 --> 00:06:23.086like the whole idea behind, you know,00:06:23.105 --> 00:06:24.706if somebody wants me to00:06:24.747 --> 00:06:25.706drive them to the airport00:06:26.187 --> 00:06:27.067and it's a friend of mine00:06:27.127 --> 00:06:28.189or a family member,00:06:28.649 --> 00:06:29.970like I'm happy to do it.00:06:30.029 --> 00:06:32.490I'm doing it for the reward of, you know,00:06:32.870 --> 00:06:34.132feeling good about doing00:06:34.192 --> 00:06:35.312something nice for somebody.00:06:35.793 --> 00:06:37.074But if somebody says,00:06:37.274 --> 00:06:39.456I'm going to pay you $10, well, no,00:06:39.615 --> 00:06:41.137it's never worth $10 to00:06:41.278 --> 00:06:42.499drive somebody to the airport.00:06:42.538 --> 00:06:43.720And it turns it into this00:06:43.779 --> 00:06:46.882transactional relationship now,00:06:46.942 --> 00:06:48.624and it devalues everything.00:06:49.543 --> 00:06:50.524And I think when you look at00:06:50.564 --> 00:06:52.605this whole Wendy's pricing thing, again,00:06:52.706 --> 00:06:54.346it's like chicken or the egg.00:06:54.646 --> 00:06:57.228So are we discounting making a happy hour?00:06:57.288 --> 00:06:58.629And Jimmy brought this point up.00:06:58.810 --> 00:06:59.389It's the reverse.00:06:59.449 --> 00:07:01.872Discounting underutilized time,00:07:01.971 --> 00:07:03.492which sounds amazing,00:07:03.973 --> 00:07:06.233to incentivize more customers to come.00:07:06.473 --> 00:07:08.596Or are we, quote, penalizing...00:07:09.136 --> 00:07:10.637People, when we're too busy,00:07:10.716 --> 00:07:13.517are we gouging the consumer, you know,00:07:13.677 --> 00:07:14.817and this is where, again,00:07:15.278 --> 00:07:16.478not to bring politics in,00:07:16.538 --> 00:07:19.839but you bring in the whole gouging laws.00:07:20.180 --> 00:07:20.761And, you know,00:07:20.841 --> 00:07:22.980when there was a hurricane or COVID,00:07:23.021 --> 00:07:24.442when there was the pandemic00:07:24.541 --> 00:07:25.562and people were buying00:07:25.822 --> 00:07:27.663alcohol and charging00:07:27.802 --> 00:07:29.244outrageous rates for it.00:07:30.168 --> 00:07:30.988I don't know.00:07:31.028 --> 00:07:32.290Where do you draw the line00:07:32.331 --> 00:07:33.632between doing what's right00:07:33.692 --> 00:07:34.913for the consumer and the00:07:34.954 --> 00:07:37.156business versus actually00:07:37.216 --> 00:07:39.180taking advantage of a negative situation?00:07:40.221 --> 00:07:41.202I like how with the physical00:07:41.223 --> 00:07:43.204therapy comparison, how Tony yesterday,00:07:43.485 --> 00:07:45.326or I think it was yesterday, wrote about,00:07:45.485 --> 00:07:46.867and Tony has mentioned this, by the way,00:07:47.427 --> 00:07:48.387like at least on and off00:07:48.408 --> 00:07:49.267for at least a couple of00:07:49.288 --> 00:07:50.749years about charging,00:07:50.829 --> 00:07:52.050either charging more for Monday,00:07:52.089 --> 00:07:53.951Wednesday, Friday, outpatient PT,00:07:54.432 --> 00:07:55.451or charging less,00:07:55.492 --> 00:07:57.134like either charge more.00:07:57.173 --> 00:07:58.314And I think Tony had00:07:58.353 --> 00:08:00.755different phrases of like, I don't know,00:08:01.016 --> 00:08:03.137like busy hours or something like that,00:08:03.156 --> 00:08:04.197or popular hours,00:08:04.658 --> 00:08:06.238or charging less of a fee00:08:06.339 --> 00:08:08.201for Tuesday and Thursday afternoon.00:08:08.641 --> 00:08:09.682We all know that it is00:08:09.742 --> 00:08:10.622busier in a lot of00:08:10.641 --> 00:08:11.783outpatient clinics in most00:08:11.822 --> 00:08:12.423across the country,00:08:12.444 --> 00:08:13.925even the ones in Jersey and00:08:13.964 --> 00:08:15.386Brooklyn where I've been Monday,00:08:15.406 --> 00:08:16.786Wednesday, Friday in the mornings.00:08:17.427 --> 00:08:19.108And it depends on how you frame it.00:08:19.148 --> 00:08:20.249Like you said, Tony, like,00:08:20.790 --> 00:08:22.651is it more expensive on Monday, Wednesday,00:08:22.690 --> 00:08:23.732Friday and you charge00:08:24.632 --> 00:08:25.713Like an extra surcharge?00:08:26.353 --> 00:08:27.314Or do you say that it's00:08:27.415 --> 00:08:28.755discounted if you're00:08:28.795 --> 00:08:31.557Tuesday afternoon or Thursday afternoon?00:08:31.637 --> 00:08:33.519And it really just depends on the framing.00:08:33.580 --> 00:08:34.921I mean, I think at the end of the day,00:08:34.980 --> 00:08:35.802some folks are going to00:08:36.142 --> 00:08:37.864have some rash reaction to00:08:37.903 --> 00:08:38.543something like this,00:08:38.884 --> 00:08:40.306but I think the framing can also help.00:08:40.686 --> 00:08:42.128So this is where now I want00:08:42.148 --> 00:08:43.149to go one level deeper.00:08:43.188 --> 00:08:43.889It's like inception.00:08:43.909 --> 00:08:44.750I want to go with the dream00:08:44.770 --> 00:08:45.490within the dream.00:08:45.731 --> 00:08:47.734Was this a gaffe by Wendy's00:08:47.894 --> 00:08:49.054or is this genius?00:08:49.174 --> 00:08:50.356And here's where I just I'll00:08:50.397 --> 00:08:51.798peel back one layer of the onion.00:08:52.678 --> 00:08:54.821These pricing models exist00:08:55.581 --> 00:08:56.803right now in your town.00:08:57.884 --> 00:08:59.025Wendy's just came out and00:08:59.046 --> 00:08:59.586they said they were going00:08:59.606 --> 00:09:00.427to do it a different paradigm.00:09:00.447 --> 00:09:01.048They were going to do it in00:09:01.067 --> 00:09:01.589different industry.00:09:02.386 --> 00:09:04.889You ever go to a movie at 7 p.m.?00:09:05.188 --> 00:09:07.190You pay one price to see the new Top Gun.00:09:07.750 --> 00:09:09.511You go to that movie at 1 in00:09:09.552 --> 00:09:10.131the afternoon.00:09:10.692 --> 00:09:11.773You pay a different price.00:09:12.092 --> 00:09:13.533That's called a matinee, my friends.00:09:14.294 --> 00:09:17.437You want an IPA at 5 o'clock00:09:17.476 --> 00:09:18.758in the afternoon right after work?00:09:18.798 --> 00:09:19.577You pay one price.00:09:19.899 --> 00:09:20.938You want to go there and get00:09:20.958 --> 00:09:23.500the IPA at 9 o'clock for the IPA?00:09:23.801 --> 00:09:24.422That's a different price.00:09:24.621 --> 00:09:25.841We call that happy hour.00:09:26.243 --> 00:09:26.342Now,00:09:26.403 --> 00:09:28.303if you read what they were actually00:09:28.364 --> 00:09:29.184saying again – and, again,00:09:29.205 --> 00:09:32.518this is a response to their response –00:09:32.518 --> 00:09:34.639Someone grabbed it and said surge pricing.00:09:34.698 --> 00:09:35.818What Wendy's was saying,00:09:36.739 --> 00:09:38.460what I read it after I, again,00:09:38.580 --> 00:09:39.600sift through the rage,00:09:39.620 --> 00:09:40.539because all three of us00:09:40.600 --> 00:09:41.841love to watch the rage, and then we go,00:09:41.860 --> 00:09:43.160well, what's the actual story?00:09:43.181 --> 00:09:45.341These guys are not dumb, right?00:09:46.981 --> 00:09:48.403So what I think they were00:09:48.423 --> 00:09:50.383actually proposing was happy hour.00:09:50.523 --> 00:09:53.063They were saying, if we have a low time,00:09:53.104 --> 00:09:55.205but we're paying our staff to be here,00:09:55.524 --> 00:09:56.585and we have inventory,00:09:56.924 --> 00:09:58.525let's move some square burgers, baby.00:09:59.365 --> 00:10:00.186So if we're dead,00:10:00.667 --> 00:10:03.727we now can tweet out dollar00:10:03.748 --> 00:10:05.889burgers off in a geo-fenced00:10:06.009 --> 00:10:07.250area to move product.00:10:07.750 --> 00:10:09.250That's actually helping people.00:10:09.850 --> 00:10:11.792So I think, in my mind,00:10:12.312 --> 00:10:13.653the rage is unfounded,00:10:14.234 --> 00:10:16.154but I'm going to go even one layer deep.00:10:16.674 --> 00:10:17.414Here's the thing.00:10:17.815 --> 00:10:18.916They didn't give it a name.00:10:20.236 --> 00:10:21.616It sounds really dumb,00:10:22.138 --> 00:10:23.697but if you read all the releases,00:10:24.739 --> 00:10:26.279Uber called it surge pricing.00:10:27.044 --> 00:10:27.264Right.00:10:27.544 --> 00:10:28.686And I learned this in radio.00:10:28.926 --> 00:10:30.167If you want to do a bit or00:10:30.187 --> 00:10:31.528something recurring on your show,00:10:31.927 --> 00:10:33.168the first bit of advice I00:10:33.208 --> 00:10:35.370got was give it a name00:10:35.389 --> 00:10:37.412because now it's a thing.00:10:38.172 --> 00:10:38.972They never named it.00:10:41.134 --> 00:10:41.474What's that?00:10:41.933 --> 00:10:42.774You're saying it's a gap00:10:42.794 --> 00:10:43.554then if they didn't name it.00:10:44.015 --> 00:10:45.596I don't know because they're00:10:45.636 --> 00:10:46.397definitely getting some.00:10:46.576 --> 00:10:47.158I mean, you know,00:10:47.437 --> 00:10:48.678go to go to the trending00:10:48.719 --> 00:10:50.659now on Twitter or any of those things.00:10:50.679 --> 00:10:51.660They're getting buzz out of it.00:10:51.681 --> 00:10:52.760And there's no press like00:10:52.801 --> 00:10:53.841bad press because this is00:10:53.861 --> 00:10:54.442going to happen.00:10:54.581 --> 00:10:55.322This is happening.00:10:56.174 --> 00:10:58.017But here we go one level deeper.00:10:58.517 --> 00:11:00.339Could this be – if you want00:11:00.359 --> 00:11:02.682to build 1,000 houses in your town,00:11:03.081 --> 00:11:04.062you go to the board and you00:11:04.082 --> 00:11:05.664tell them you want to build 5,000 houses,00:11:05.705 --> 00:11:07.025and you let them talk you down to 1,000.00:11:07.025 --> 00:11:10.109So could this be the initial00:11:10.190 --> 00:11:12.051splash to ride the wave?00:11:12.611 --> 00:11:13.873I don't – this is –00:11:14.754 --> 00:11:17.134This is a great like this is00:11:17.173 --> 00:11:17.654something to have a00:11:17.695 --> 00:11:18.914conspiracy theory about.00:11:19.014 --> 00:11:20.254Is this an accident or is00:11:20.274 --> 00:11:21.495this on purpose for Wendy's?00:11:22.075 --> 00:11:24.015But my my hot my bottom line00:11:24.035 --> 00:11:25.196take is there.00:11:25.336 --> 00:11:27.456This is happy hour for burgers and fries.00:11:27.615 --> 00:11:28.375That's what this is.00:11:29.136 --> 00:11:30.616Their job is to get people00:11:30.657 --> 00:11:32.216to like them and buy stuff from them.00:11:32.356 --> 00:11:34.998This is not this is not an accident.00:11:35.038 --> 00:11:35.778This is on purpose.00:11:35.977 --> 00:11:36.538Every step.00:11:37.197 --> 00:11:37.577I don't know.00:11:37.638 --> 00:11:38.677But these guys at this level00:11:38.717 --> 00:11:40.078don't screw up that bad.00:11:40.139 --> 00:11:42.298So my guess is they knew it was happening.00:11:42.739 --> 00:11:43.979And by you raging,00:11:43.999 --> 00:11:44.600they're playing into it.00:11:45.259 --> 00:11:47.039I would go back to last week's episode,00:11:47.080 --> 00:11:48.140Winston Churchill,00:11:48.301 --> 00:11:50.120never let a good crisis go to waste.00:11:50.761 --> 00:11:52.162I don't think it was intentional.00:11:52.221 --> 00:11:54.003I think somebody who just00:11:54.102 --> 00:11:56.263was so deep into it said, hey,00:11:56.302 --> 00:11:57.303this would be awesome.00:11:57.464 --> 00:11:59.384Let's put up a digital board.00:11:59.443 --> 00:12:00.745Let's change prices.00:12:00.804 --> 00:12:02.345Let's make it more00:12:02.404 --> 00:12:03.666attractive for consumers to00:12:03.706 --> 00:12:05.385come when we don't have00:12:06.265 --> 00:12:07.047other customers there.00:12:07.407 --> 00:12:08.506I told my person,00:12:08.547 --> 00:12:10.707so I go to Great Clips to get a haircut.00:12:11.721 --> 00:12:13.903I tell every single woman00:12:13.942 --> 00:12:14.802that cuts my hair,00:12:14.863 --> 00:12:17.225it's mostly women at Great Clips, look,00:12:17.384 --> 00:12:19.667if you guys would just send me a text,00:12:19.787 --> 00:12:22.509create your own list, send me a text, say,00:12:22.668 --> 00:12:23.669hey, I'm sitting here,00:12:23.690 --> 00:12:24.529there's nobody here,00:12:24.549 --> 00:12:26.331I'll give you a dollar off.00:12:26.951 --> 00:12:28.332or I'll get you in right now,00:12:28.952 --> 00:12:30.193I would come every time.00:12:30.354 --> 00:12:31.754And this is exactly what00:12:31.794 --> 00:12:32.916Wendy's was trying to do.00:12:33.355 --> 00:12:34.876So in your mind, in my mind,00:12:34.937 --> 00:12:37.038in our collective minds, we're like,00:12:37.158 --> 00:12:38.058this is amazing.00:12:38.139 --> 00:12:39.178We're offering value.00:12:39.198 --> 00:12:40.279We're helping the consumer.00:12:40.320 --> 00:12:41.681We're doing all these great things.00:12:42.240 --> 00:12:43.282But just like...00:12:44.101 --> 00:12:45.241Winston Churchill said.00:12:45.322 --> 00:12:46.363I think, one,00:12:46.643 --> 00:12:48.923the person who wrote the bit said, hey,00:12:48.984 --> 00:12:49.943this is too boring.00:12:50.364 --> 00:12:51.585We can't promote Wendy's for00:12:51.605 --> 00:12:52.504doing something nice.00:12:52.985 --> 00:12:54.466Let's light the fire and get00:12:54.605 --> 00:12:56.125some attention on this.00:12:56.186 --> 00:12:57.886We're going to turn it to surge pricing.00:12:57.907 --> 00:12:59.346We're going to crucify00:12:59.447 --> 00:13:01.107Wendy's for raising prices,00:13:01.148 --> 00:13:02.327not lowering them.00:13:02.908 --> 00:13:04.249And that got more attention00:13:04.288 --> 00:13:05.869for the media that they were pushing out.00:13:05.908 --> 00:13:07.649Their article is going to get more shares.00:13:07.690 --> 00:13:09.070They're going to get more eyeballs,00:13:09.149 --> 00:13:10.051sell more ads.00:13:10.910 --> 00:13:12.513I think it was an innocent00:13:12.753 --> 00:13:14.294kind of decision on Wendy's00:13:14.335 --> 00:13:16.317part that got turned upside00:13:16.356 --> 00:13:18.038down by the media company.00:13:18.899 --> 00:13:19.198Yeah.00:13:19.620 --> 00:13:21.361In terms of genius or gift, Tony,00:13:21.381 --> 00:13:21.881do you think that they00:13:21.902 --> 00:13:23.504should come back out and name it?00:13:23.543 --> 00:13:24.203Do you think they should00:13:24.225 --> 00:13:24.985come back out and say,00:13:26.267 --> 00:13:28.148like discounted something?00:13:28.168 --> 00:13:28.469I don't know.00:13:28.489 --> 00:13:29.529Discounted window,00:13:29.549 --> 00:13:32.452discounted burgers or00:13:32.513 --> 00:13:34.254something that is framing a00:13:34.294 --> 00:13:34.695different length?00:13:34.928 --> 00:13:36.409They already ripped off the Band-Aid.00:13:36.450 --> 00:13:37.230Why not?00:13:37.429 --> 00:13:38.649Absolutely come out with00:13:38.691 --> 00:13:39.350something like that.00:13:39.431 --> 00:13:40.890Now, I totally forgot.00:13:41.412 --> 00:13:43.572Wendy's sells square hamburgers.00:13:44.472 --> 00:13:45.633This is right in line.00:13:45.673 --> 00:13:47.153They could leverage that to00:13:47.193 --> 00:13:48.453say we're different.00:13:48.815 --> 00:13:50.274We're not the other two.00:13:50.754 --> 00:13:52.735This is how we are different00:13:52.796 --> 00:13:53.375from the rest.00:13:53.615 --> 00:13:54.596Look at their Twitter feed.00:13:54.636 --> 00:13:56.116I mean, their Twitter feed is infamous.00:13:56.136 --> 00:13:57.418They just roast people.00:13:57.437 --> 00:13:58.538They took the word roast.00:13:58.577 --> 00:13:59.259Are you guys familiar with00:13:59.278 --> 00:13:59.899their Twitter feed?00:14:00.379 --> 00:14:01.519I wish I was on Twitter.00:14:01.538 --> 00:14:02.460I made an account and I00:14:02.500 --> 00:14:03.519can't get back into it.00:14:03.539 --> 00:14:05.279And I haven't taken the time00:14:05.299 --> 00:14:06.100to get back on.00:14:06.519 --> 00:14:08.400Tony got banned from Twitter.00:14:08.841 --> 00:14:10.301Their Twitter feed is infamous.00:14:10.821 --> 00:14:13.361It is the opposite of the00:14:13.402 --> 00:14:14.802logo that you see, right?00:14:14.841 --> 00:14:15.942The logo that you see is00:14:15.982 --> 00:14:18.102this redhead with pigtails and sweet.00:14:18.202 --> 00:14:18.982And they went with our00:14:19.003 --> 00:14:21.403burgers are roasted or whatever.00:14:21.884 --> 00:14:22.943So their whole thing is like00:14:23.004 --> 00:14:24.183they essentially they have to.00:14:24.224 --> 00:14:25.004They have like a team of00:14:25.044 --> 00:14:26.705comedians like harsh comedians.00:14:28.076 --> 00:14:29.517But they're like the toughest,00:14:29.677 --> 00:14:30.857sharpest tongue on the block.00:14:31.057 --> 00:14:32.719And it's sort of a juxtaposition,00:14:32.759 --> 00:14:34.480but it works because it doesn't work.00:14:34.620 --> 00:14:36.241It is the opposite of what00:14:36.282 --> 00:14:36.961you would expect.00:14:37.503 --> 00:14:39.583So they're going to name it something.00:14:39.703 --> 00:14:41.085They probably had the name00:14:41.284 --> 00:14:42.405in mind all the time.00:14:42.706 --> 00:14:43.826But this is happy hour.00:14:44.067 --> 00:14:44.967This is matinee.00:14:45.288 --> 00:14:46.268How could you use this?00:14:46.629 --> 00:14:49.510I know ideas are like saw blades.00:14:50.171 --> 00:14:51.130This is where I come into it.00:14:51.191 --> 00:14:52.511This was like the first time00:14:52.532 --> 00:14:54.312you heard Guns N' Roses, you were like,00:14:54.452 --> 00:14:55.673we can never play this on the radio.00:14:56.033 --> 00:14:56.953And then 20 years later,00:14:56.994 --> 00:14:57.594it's playing in your00:14:57.634 --> 00:14:58.674dentist's office lobby.00:14:59.174 --> 00:15:00.676Ideas and songs and concepts00:15:00.696 --> 00:15:01.535are like saw blades.00:15:01.956 --> 00:15:03.856Sharp in the beginning, but after time,00:15:03.937 --> 00:15:04.876they sort of dull and they00:15:04.897 --> 00:15:05.658get a little safer.00:15:06.378 --> 00:15:07.778This concept is already safe.00:15:07.818 --> 00:15:09.219This is happy hour and matinee.00:15:09.278 --> 00:15:09.980How could you use it for00:15:10.019 --> 00:15:10.799your healthcare business?00:15:11.279 --> 00:15:13.221You could easily use it to00:15:13.240 --> 00:15:13.961your healthcare business,00:15:14.062 --> 00:15:14.861like Dave could say.00:15:16.177 --> 00:15:17.039I'm in your neighborhood.00:15:17.100 --> 00:15:18.604I know I'm scheduled to see you tomorrow.00:15:18.663 --> 00:15:20.668What if I gave you, if I stopped by now,00:15:20.828 --> 00:15:21.551we could get that out of00:15:21.571 --> 00:15:22.854the way and I could give you a discount.00:15:23.475 --> 00:15:24.498And then you'd be paying a00:15:24.538 --> 00:15:25.360person an extra day.00:15:26.109 --> 00:15:27.450talking about that because00:15:27.490 --> 00:15:28.910again this is the these are00:15:29.010 --> 00:15:30.192universal concepts so00:15:30.251 --> 00:15:31.572applied all businesses00:15:31.653 --> 00:15:34.054right um I've always talked00:15:34.095 --> 00:15:35.275about mobile therapists00:15:35.355 --> 00:15:38.057mobile pts ots if I was in00:15:38.097 --> 00:15:40.740the landscaping uh lawn00:15:40.779 --> 00:15:42.562cutting business and I had00:15:42.601 --> 00:15:44.423a client in a neighborhood00:15:44.942 --> 00:15:46.345the first thing I would do00:15:46.424 --> 00:15:47.164is I would reach out to00:15:47.284 --> 00:15:48.206every single house on the00:15:48.245 --> 00:15:49.307block and say look if you00:15:49.326 --> 00:15:52.269guys come together you buy a package00:15:53.774 --> 00:15:54.975I always think in my head,00:15:55.155 --> 00:15:56.056I see the guy on the00:15:56.096 --> 00:15:57.376lawnmower starting at the00:15:57.437 --> 00:15:58.317end of the block and just00:15:58.378 --> 00:15:59.999cutting every lawn in one00:16:00.058 --> 00:16:01.440straight line back and forth.00:16:02.000 --> 00:16:03.341But the idea is I would00:16:03.480 --> 00:16:04.922offer a discount if you00:16:04.961 --> 00:16:06.222just got 10 of your00:16:06.263 --> 00:16:07.383neighbors together and you00:16:07.403 --> 00:16:08.663guys talk to each other and00:16:08.683 --> 00:16:09.825you buy in bulk.00:16:10.345 --> 00:16:11.307I would do the same thing if00:16:11.366 --> 00:16:12.388I was a mobile PT.00:16:12.807 --> 00:16:14.330Look, if I'm in an apartment building,00:16:14.370 --> 00:16:15.672a condo, a community,00:16:16.092 --> 00:16:17.453you get your neighbors together.00:16:17.695 --> 00:16:18.875Neighbors that sweat together,00:16:18.916 --> 00:16:19.616stick together.00:16:20.798 --> 00:16:23.402I would use that tagline.00:16:24.524 --> 00:16:26.365And that's exactly what I00:16:26.385 --> 00:16:27.246would start doing.00:16:28.889 --> 00:16:29.769But real quick for people00:16:29.809 --> 00:16:30.910listening to this before we00:16:30.931 --> 00:16:31.811hit the next topic.00:16:32.292 --> 00:16:34.394So one of the big things00:16:34.433 --> 00:16:35.754that therapists always say,00:16:35.815 --> 00:16:38.356why you cannot charge different rates.00:16:38.897 --> 00:16:40.418First thing is they talk about insurance.00:16:40.498 --> 00:16:40.719Well,00:16:41.178 --> 00:16:42.580obviously we're talking about cash00:16:42.620 --> 00:16:44.782pay clients in a hybrid00:16:44.822 --> 00:16:46.482model or in a cash pay model.00:16:46.743 --> 00:16:47.984Second thing is they say, well,00:16:48.105 --> 00:16:49.566how do you differentiate?00:16:49.625 --> 00:16:50.206What do you do?00:16:51.006 --> 00:16:52.587I would simply say, look, okay,00:16:52.768 --> 00:16:54.028if I'm not going to charge00:16:54.389 --> 00:16:56.730more for premium time slots,00:16:57.552 --> 00:16:59.092I'll raise the price across the board.00:16:59.332 --> 00:17:01.955Every time slot is $350,00:17:01.955 --> 00:17:03.556but I'm going to discount the 2 p.m.00:17:03.596 --> 00:17:04.876time slots because I have a00:17:04.916 --> 00:17:07.439hard time in my clinic selling 2 p.m.00:17:07.479 --> 00:17:07.779spots.00:17:07.839 --> 00:17:09.560It's before the kids get out of school.00:17:09.961 --> 00:17:10.761It's later than my00:17:10.781 --> 00:17:12.103geriatrics want to come.00:17:12.123 --> 00:17:13.0632 p.m.00:17:13.182 --> 00:17:14.724in my clinic is just a dead time.00:17:15.305 --> 00:17:16.605But then also what I would00:17:16.645 --> 00:17:18.205do is I would just create a membership.00:17:18.365 --> 00:17:20.267So you wanna join my membership,00:17:20.406 --> 00:17:22.428premium service membership.00:17:22.528 --> 00:17:23.428What that does is it gives00:17:23.468 --> 00:17:26.209you early access to the schedule.00:17:26.269 --> 00:17:27.809You get first access.00:17:27.829 --> 00:17:30.471So if you wanna book that 10 a.m.00:17:30.510 --> 00:17:31.672Monday, Wednesday, Friday spot,00:17:32.539 --> 00:17:34.580Premium members get to choose it first.00:17:35.260 --> 00:17:35.800With that,00:17:35.861 --> 00:17:38.201you also get access to me through email,00:17:38.321 --> 00:17:39.582access to me through text.00:17:39.622 --> 00:17:40.982You can call my cell phone.00:17:41.002 --> 00:17:42.022You get all of these things.00:17:42.502 --> 00:17:43.584Funny thing is every00:17:43.604 --> 00:17:45.443therapist watching this probably says,00:17:45.503 --> 00:17:47.204well, I already do that stuff for free.00:17:47.765 --> 00:17:49.286Yeah, you probably do.00:17:49.465 --> 00:17:50.306It's unfortunate,00:17:50.346 --> 00:17:51.586but you probably give that00:17:51.645 --> 00:17:52.807value away and your client00:17:52.846 --> 00:17:54.186doesn't even appreciate it.00:17:54.666 --> 00:17:56.188If you want them to recognize it,00:17:56.228 --> 00:17:57.587put a price tag on it and00:17:57.708 --> 00:17:59.088see how much they appreciate it.00:17:59.521 --> 00:18:00.982The first time you do it, it's crazy,00:18:01.002 --> 00:18:02.383and the next time it's not as crazy,00:18:02.403 --> 00:18:04.044and the 50th time you do it, it's normal.00:18:04.804 --> 00:18:05.884Let's pay it forward here.00:18:05.943 --> 00:18:07.444Dave, help me set this up.00:18:07.505 --> 00:18:08.085Pay it forward.00:18:08.105 --> 00:18:08.724It starts with you.00:18:08.765 --> 00:18:09.465This is your idea.00:18:09.486 --> 00:18:10.705This is a thing you pointed00:18:10.726 --> 00:18:11.747out you thought was a good idea.00:18:12.067 --> 00:18:13.146No, this was Tony's, I thought.00:18:14.007 --> 00:18:15.387Well, you brought it up.00:18:15.448 --> 00:18:17.107You brought it back to the top.00:18:19.308 --> 00:18:22.369Talk about your video that you shared,00:18:22.410 --> 00:18:23.671I think, yesterday or the day before.00:18:24.849 --> 00:18:25.230Remind me.00:18:25.269 --> 00:18:26.131I can't because I had00:18:26.171 --> 00:18:27.152something else that I00:18:27.192 --> 00:18:28.413didn't even run by you guys00:18:28.432 --> 00:18:29.354that I was going to cover.00:18:29.913 --> 00:18:32.276OK, so so let's hit this real quick.00:18:32.296 --> 00:18:34.297So Dave yesterday was00:18:34.356 --> 00:18:36.338talking about a practice00:18:36.439 --> 00:18:37.740that was charging forty00:18:37.779 --> 00:18:39.801five thousand dollars for a plan of care.00:18:40.461 --> 00:18:42.144It wasn't just physical therapy,00:18:42.183 --> 00:18:43.404but it was a persistent00:18:43.444 --> 00:18:46.106pain management recovery thing.00:18:47.048 --> 00:18:48.471One of the elements in this00:18:48.612 --> 00:18:50.516was they utilize GoFundMe00:18:50.556 --> 00:18:52.079to help their clients pay00:18:52.140 --> 00:18:53.262for their services.00:18:53.784 --> 00:18:55.528So now you know what I'm talking about.00:18:55.587 --> 00:18:56.249Take it from here.00:18:57.949 --> 00:18:59.210So, yeah, that I mean,00:18:59.250 --> 00:19:00.671that episode was more of00:19:01.111 --> 00:19:02.631the GoFundMe plans that00:19:02.730 --> 00:19:03.932this practice would help00:19:04.011 --> 00:19:05.452their prospective patients00:19:05.512 --> 00:19:06.512set up a GoFundMe.00:19:07.933 --> 00:19:09.134But the pay it forward thing,00:19:09.334 --> 00:19:10.474Tony also commented about it,00:19:10.535 --> 00:19:12.395where you could have something like this.00:19:12.556 --> 00:19:14.676And Tony did suggest like a GoFundMe.00:19:14.717 --> 00:19:15.896And I said I had to look00:19:15.936 --> 00:19:16.518into it because I was like,00:19:16.538 --> 00:19:17.478I thought GoFundMes were00:19:17.498 --> 00:19:19.138like you had a goal of like00:19:19.159 --> 00:19:20.078a certain dollar amount in00:19:20.098 --> 00:19:21.339like a certain time frame.00:19:21.920 --> 00:19:23.381So like a closed-end campaign.00:19:23.921 --> 00:19:25.481But then I looked into it and yeah,00:19:25.501 --> 00:19:26.001GoFundMe,00:19:26.102 --> 00:19:26.883you can kind of have like an00:19:27.022 --> 00:19:28.943open-ended GoFundMe campaign, right?00:19:29.263 --> 00:19:31.605That's more Kickstarter, the goal.00:19:32.066 --> 00:19:32.306Oh yeah,00:19:32.346 --> 00:19:33.146Kickstarter is more like00:19:33.186 --> 00:19:35.528closed-end and GoFundMe is00:19:35.548 --> 00:19:36.188more open-ended.00:19:36.608 --> 00:19:39.049So Tony kind of mentioned00:19:39.089 --> 00:19:40.211like practices could00:19:40.230 --> 00:19:41.250potentially have some type00:19:41.290 --> 00:19:43.152of a GoFundMe open-ended00:19:43.673 --> 00:19:45.374allocation for maybe00:19:45.473 --> 00:19:46.273current or previous00:19:46.314 --> 00:19:48.515patients or just random00:19:48.555 --> 00:19:49.256folks in the community.00:19:49.796 --> 00:19:51.477to make some donations into00:19:51.497 --> 00:19:54.097this GoFundMe campaign and00:19:54.397 --> 00:19:55.557your prospective patients00:19:55.577 --> 00:19:56.439that truly need your00:19:56.479 --> 00:19:57.959services that maybe can't00:19:57.999 --> 00:19:59.400afford it or they don't00:19:59.420 --> 00:20:01.060have insurance or they if00:20:01.080 --> 00:20:02.740your cash 100% cash and00:20:02.800 --> 00:20:03.821they can't afford your out00:20:03.842 --> 00:20:04.701of pocket cash rates,00:20:05.142 --> 00:20:06.143they can maybe pull from00:20:06.182 --> 00:20:08.403this GoFundMe these funds00:20:09.203 --> 00:20:10.724To utilize your services.00:20:10.765 --> 00:20:11.144Now, of course,00:20:11.164 --> 00:20:12.444you could have some paper00:20:12.464 --> 00:20:14.205trail of who used what and00:20:14.346 --> 00:20:15.385all the documentation like00:20:15.486 --> 00:20:16.527you would normally do anyway.00:20:17.166 --> 00:20:18.247But it could be a way for00:20:18.346 --> 00:20:19.488more folks to utilize your00:20:19.528 --> 00:20:21.147services that truly need it.00:20:21.489 --> 00:20:22.828They want it, they value it,00:20:22.909 --> 00:20:23.909but they just don't have00:20:23.929 --> 00:20:25.170the financial resources for it.00:20:25.708 --> 00:20:26.528There was a restaurant that00:20:26.548 --> 00:20:28.009did this great concept,00:20:28.069 --> 00:20:29.029and they were famous for it.00:20:29.049 --> 00:20:30.151It was like if you bought a00:20:30.191 --> 00:20:32.373burger and you wanted to buy one,00:20:32.653 --> 00:20:33.232and they would take a00:20:33.272 --> 00:20:34.453Post-it note and put it on the wall,00:20:34.653 --> 00:20:35.255and then someone just had00:20:35.275 --> 00:20:37.115to walk in who didn't have the funds,00:20:37.155 --> 00:20:37.977and they'd take it off the wall,00:20:37.997 --> 00:20:39.337and that burger was paid for.00:20:39.397 --> 00:20:40.498So it's kind of the same00:20:40.618 --> 00:20:42.480concept of pay it forward.00:20:42.500 --> 00:20:43.180Remember when that movie00:20:43.200 --> 00:20:44.862came out with Helen Hunt of00:20:44.882 --> 00:20:46.201this concept of pay it forward?00:20:46.221 --> 00:20:47.163It was like, whoa,00:20:47.683 --> 00:20:48.864a little ripple could lead00:20:48.903 --> 00:20:50.305to a big tidal wave if00:20:50.365 --> 00:20:51.086enough people did it.00:20:51.925 --> 00:20:52.266Yeah.00:20:52.405 --> 00:20:53.965I think we see lots of examples.00:20:54.006 --> 00:20:55.106There was a shoe company.00:20:55.527 --> 00:20:56.807You guys probably remember00:20:56.886 --> 00:20:58.366where if you buy a pair of shoes,00:20:58.406 --> 00:20:59.467they would donate, huh?00:20:59.866 --> 00:21:00.606Tom's Tom's.00:21:00.646 --> 00:21:00.928Yeah.00:21:00.968 --> 00:21:02.807Tom's they would donate a pair of shoes.00:21:03.587 --> 00:21:06.127Um, so I remember years ago, like first,00:21:06.587 --> 00:21:07.588if you guys are watching00:21:07.808 --> 00:21:08.769after this episode,00:21:08.848 --> 00:21:11.088go to Dave Kittle show on YouTube,00:21:11.388 --> 00:21:13.509watch Dave's video from yesterday.00:21:13.970 --> 00:21:14.910If you want to learn how to00:21:14.950 --> 00:21:17.250sell a $45,000 plan of care,00:21:17.329 --> 00:21:18.049go check it out.00:21:18.069 --> 00:21:19.050Cause he did a great job00:21:19.111 --> 00:21:20.871explaining it and showing examples.00:21:20.891 --> 00:21:21.191Um,00:21:21.570 --> 00:21:24.172But to this concept, years ago,00:21:24.292 --> 00:21:25.992it was 2022 when I shared the post.00:21:26.594 --> 00:21:27.993I was just like, hey,00:21:28.134 --> 00:21:30.096we have people that have an00:21:30.155 --> 00:21:31.576abundance of revenue and00:21:31.615 --> 00:21:32.457money that they're never00:21:32.497 --> 00:21:33.676going to spend before they die.00:21:34.198 --> 00:21:35.377Their kids are taken care of.00:21:35.458 --> 00:21:36.479Everybody is doing well.00:21:36.538 --> 00:21:37.378They want to do things that00:21:37.398 --> 00:21:38.119make them feel good.00:21:38.220 --> 00:21:39.140I know for myself,00:21:39.540 --> 00:21:40.661there are so many charities00:21:40.780 --> 00:21:42.041out there that you don't00:21:42.182 --> 00:21:43.201feel connected to.00:21:43.221 --> 00:21:44.823You don't know how much money is wasted.00:21:44.883 --> 00:21:45.983You don't know where it's going.00:21:46.496 --> 00:21:46.796But like,00:21:46.836 --> 00:21:48.436if I can go to a place where I00:21:49.297 --> 00:21:50.837love the team, I love the staff,00:21:50.877 --> 00:21:52.638I know they're doing great things.00:21:53.259 --> 00:21:55.759And I know that if I pay two00:21:55.819 --> 00:21:58.040or three times what my plan00:21:58.060 --> 00:21:59.080of care might be worth,00:21:59.480 --> 00:22:01.342that they'll extend that to00:22:01.582 --> 00:22:02.623other individuals.00:22:03.063 --> 00:22:05.163Now, like Jimmy, I think you just said,00:22:05.183 --> 00:22:05.804yeah,00:22:05.844 --> 00:22:09.226we should make that public information.00:22:09.346 --> 00:22:09.726Of course,00:22:09.766 --> 00:22:10.645there are people who wanna00:22:10.685 --> 00:22:11.767donate and be private,00:22:11.807 --> 00:22:12.666that's totally fine.00:22:13.126 --> 00:22:14.788But the people that get the help,00:22:15.367 --> 00:22:17.088They should be willing to00:22:17.148 --> 00:22:19.269share their experience and say, hey, look,00:22:19.288 --> 00:22:20.250this was so amazing.00:22:20.289 --> 00:22:21.750These are the only guys I00:22:21.789 --> 00:22:22.650know who do this.00:22:23.510 --> 00:22:25.070And I think you could00:22:25.270 --> 00:22:26.711absolutely run a cash based00:22:26.751 --> 00:22:29.432program where people donate00:22:29.752 --> 00:22:31.413additional to what their00:22:31.792 --> 00:22:32.792plan of care costs.00:22:32.873 --> 00:22:34.193And that extra money goes00:22:34.253 --> 00:22:35.973into a fund that helps people.00:22:36.094 --> 00:22:37.535I get calls all the time.00:22:37.974 --> 00:22:38.895People who don't have00:22:38.955 --> 00:22:40.436insurance or they're underinsured,00:22:40.477 --> 00:22:41.618they're looking for ways to00:22:41.638 --> 00:22:42.859get an evaluation or00:22:42.900 --> 00:22:44.060something else that they need.00:22:44.621 --> 00:22:46.002We have systems in place00:22:46.063 --> 00:22:47.663that we can manage that expense,00:22:48.065 --> 00:22:48.904but a lot of other00:22:48.944 --> 00:22:50.747providers don't even think about it.00:22:51.106 --> 00:22:52.008This is a great option.00:22:52.409 --> 00:22:52.628Yeah.00:22:52.769 --> 00:22:53.670Here's why this works.00:22:53.730 --> 00:22:54.530Have you guys ever seen this?00:22:54.550 --> 00:22:55.250Have I ever shown this to you?00:22:55.290 --> 00:22:56.932This is the B2C value pyramid.00:22:56.952 --> 00:22:57.854I stole this from a really00:22:57.874 --> 00:22:58.775expensive consulting00:22:58.815 --> 00:22:59.474company because they have00:22:59.494 --> 00:23:00.076it on their website.00:23:01.198 --> 00:23:02.621And the idea here is you get00:23:02.641 --> 00:23:03.442to hit that thing at the00:23:03.481 --> 00:23:04.202top of the pyramid,00:23:04.222 --> 00:23:06.105which is self-transcendence, right?00:23:06.847 --> 00:23:07.608People get to feel like00:23:07.669 --> 00:23:10.433their nickel is going somewhere.00:23:10.513 --> 00:23:11.315This is why when you're at00:23:11.355 --> 00:23:12.877the supermarket checkout in00:23:12.958 --> 00:23:14.380early November, they're saying, hey,00:23:14.520 --> 00:23:15.142round up.00:23:15.955 --> 00:23:16.776to make a change.00:23:16.836 --> 00:23:18.576So round up, if you spent, you know,00:23:18.576 --> 00:23:20.156$91 and 12 cents,00:23:20.196 --> 00:23:20.958they'll round up to the00:23:20.998 --> 00:23:21.657next dollar amount and00:23:21.678 --> 00:23:22.298they'll donate that00:23:22.337 --> 00:23:23.438difference to a food pantry.00:23:23.458 --> 00:23:24.598And the idea is that what00:23:24.659 --> 00:23:26.239you do can actually change00:23:26.278 --> 00:23:27.680the world to two big companies.00:23:27.700 --> 00:23:28.380You mentioned it.00:23:28.720 --> 00:23:30.820One of them, which is Tom's Tom's shoes.00:23:30.840 --> 00:23:31.961When you buy a pair of shoes,00:23:32.520 --> 00:23:33.260they're going to give one00:23:33.300 --> 00:23:34.102away somewhere in the world.00:23:34.142 --> 00:23:36.261Bombas is a sock company.00:23:36.281 --> 00:23:37.222They have the same idea.00:23:37.242 --> 00:23:37.903I'm not sure why we're00:23:37.942 --> 00:23:38.722fascinated with changing00:23:38.762 --> 00:23:39.403the world with feet,00:23:39.462 --> 00:23:40.423but we are very focused on00:23:40.443 --> 00:23:40.963the feet there.00:23:41.403 --> 00:23:42.804But the idea here is this is00:23:42.844 --> 00:23:43.865also set up like Maslow's00:23:43.884 --> 00:23:44.585hierarchy of needs.00:23:45.586 --> 00:23:46.925Functional, emotional, life-changing,00:23:47.046 --> 00:23:47.747social impact.00:23:48.126 --> 00:23:49.227And if you're listening to the podcast,00:23:49.247 --> 00:23:50.007you can check out the live00:23:50.027 --> 00:23:50.988stream to see what I'm talking about,00:23:51.028 --> 00:23:51.428the graphic.00:23:51.468 --> 00:23:53.708But can you help people do that?00:23:54.008 --> 00:23:56.689And the answer is very simply, yes.00:23:56.989 --> 00:23:57.749And if you're not,00:23:58.009 --> 00:23:58.710you are leaving an00:23:58.750 --> 00:23:59.769opportunity for people to00:23:59.809 --> 00:24:01.390feel a part of you, your organization,00:24:01.410 --> 00:24:02.431or the world on the table.00:24:03.151 --> 00:24:05.092And I like what Tony said about the, like,00:24:05.152 --> 00:24:06.372almost like a video testimonial.00:24:06.731 --> 00:24:07.791And you should have in the00:24:07.832 --> 00:24:08.932paperwork for the folks00:24:08.952 --> 00:24:10.133that want to take up that00:24:10.212 --> 00:24:11.492offer that maybe they don't00:24:11.512 --> 00:24:11.952have insurance,00:24:11.972 --> 00:24:13.153they don't have the financial resources,00:24:13.213 --> 00:24:13.473whatever.00:24:14.679 --> 00:24:16.340I think you should basically00:24:16.381 --> 00:24:18.162have them sign like as part00:24:18.182 --> 00:24:19.723of this offering,00:24:20.605 --> 00:24:22.266you are kind of or00:24:22.426 --> 00:24:24.729basically required to agree00:24:24.909 --> 00:24:26.250to a video testimonial00:24:27.090 --> 00:24:28.732where we take video during00:24:28.792 --> 00:24:30.213the plan of care and or00:24:30.394 --> 00:24:31.474after the plan of care00:24:31.595 --> 00:24:32.655about your experience.00:24:33.297 --> 00:24:34.156And then that then you could00:24:34.336 --> 00:24:35.778also then share that on the00:24:35.817 --> 00:24:37.157GoFundMe page or on your00:24:37.178 --> 00:24:38.398website and elsewhere.00:24:38.719 --> 00:24:40.098But getting that buy in for00:24:40.159 --> 00:24:41.099the video testimonial and00:24:41.140 --> 00:24:42.720if someone doesn't want to be on video,00:24:42.759 --> 00:24:44.901like maybe maybe you still onboard them,00:24:44.921 --> 00:24:45.441maybe you don't.00:24:45.480 --> 00:24:46.500But it would be great to00:24:46.540 --> 00:24:47.342have that as part of the00:24:47.382 --> 00:24:48.721agreement to have them do it.00:24:48.961 --> 00:24:49.863Here's why I know that works.00:24:49.903 --> 00:24:50.143A really,00:24:50.163 --> 00:24:52.325really expensive app called DoorDash.00:24:52.424 --> 00:24:53.707I just noticed it.00:24:53.727 --> 00:24:55.127Maybe it's not a new feature,00:24:55.167 --> 00:24:56.930but I was given an option00:24:57.130 --> 00:24:58.832after I bought a pizza.00:24:58.932 --> 00:24:59.211It was like,00:24:59.251 --> 00:25:00.794if you take a picture of the00:25:00.874 --> 00:25:02.095food and you share it with00:25:02.134 --> 00:25:03.736a review and we use it on the site,00:25:03.776 --> 00:25:05.478we'll give you $5 to use or whatever,00:25:05.478 --> 00:25:07.819$10 to use DoorDash credit.00:25:07.839 --> 00:25:09.362And I was like, well, yeah, I'll do that.00:25:09.582 --> 00:25:10.442If I like the food,00:25:10.462 --> 00:25:11.384why wouldn't I do that?00:25:12.287 --> 00:25:13.446They put it in front of me00:25:13.626 --> 00:25:15.127and they made it simple to do.00:25:15.228 --> 00:25:17.147Had they been like, hey, go get a review.00:25:17.188 --> 00:25:18.689And if we find the review, we'll email.00:25:18.729 --> 00:25:20.328No, it was in the app.00:25:20.388 --> 00:25:21.829It was part of the checkout process.00:25:21.910 --> 00:25:23.289Boom, your order's on the way.00:25:23.410 --> 00:25:23.730Thanks.00:25:23.769 --> 00:25:25.490Hey, by the way, take a picture of it.00:25:25.851 --> 00:25:26.971And the prompts came up00:25:27.030 --> 00:25:27.692again when they were like,00:25:27.731 --> 00:25:29.031your Dasher is at your door.00:25:29.632 --> 00:25:30.532It was like, by the way,00:25:30.633 --> 00:25:31.492if you click here and take00:25:31.512 --> 00:25:32.913the picture and we use it,00:25:34.334 --> 00:25:36.733we'll give you 10 Dasher bucks.00:25:36.794 --> 00:25:38.234By the way, there's Dasher bucks.00:25:38.255 --> 00:25:39.015They gave it a name.00:25:39.055 --> 00:25:39.454See, Wendy?00:25:39.474 --> 00:25:40.474So you got to give it a name00:25:40.576 --> 00:25:41.915and then people can't hate it as much.00:25:42.642 --> 00:25:43.362Kohl's cash.00:25:43.442 --> 00:25:45.203My wife loves Kohl's cash.00:25:45.223 --> 00:25:46.304Oh my God, the Kohl's cash.00:25:47.964 --> 00:25:49.486So Dave, we stole your topic.00:25:49.526 --> 00:25:50.266What was your topic?00:25:50.287 --> 00:25:51.267What would you want to talk about?00:25:51.666 --> 00:25:51.926All right.00:25:51.946 --> 00:25:53.067I have, I have something interesting.00:25:53.107 --> 00:25:54.108I think you're both going to love it.00:25:54.189 --> 00:25:56.930It's a, a low budget marketing idea.00:26:00.051 --> 00:26:01.732So this guy, New York Nico on Instagram,00:26:01.752 --> 00:26:03.114have you ever heard of New York Nico?00:26:03.153 --> 00:26:05.976He's a movie documentary, uh,00:26:06.896 --> 00:26:09.157up and coming director or producer.00:26:09.458 --> 00:26:11.138He'll submit his work to00:26:11.159 --> 00:26:11.838like things like the00:26:11.898 --> 00:26:12.980Tribeca Film Festival and00:26:13.000 --> 00:26:13.500things like that.00:26:14.140 --> 00:26:15.101The reason why I'm bringing it up,00:26:15.161 --> 00:26:17.481he made a short,00:26:17.582 --> 00:26:20.363a video short called Out of Order.00:26:20.423 --> 00:26:21.603It was with a guy in New00:26:21.623 --> 00:26:22.624York City running around.00:26:22.723 --> 00:26:24.204He had to use a restroom and00:26:24.224 --> 00:26:25.325he couldn't find a public restroom.00:26:25.365 --> 00:26:26.306He was going to restaurants00:26:26.346 --> 00:26:27.645and places to use the00:26:27.705 --> 00:26:28.586restroom and they're like, well,00:26:28.606 --> 00:26:29.406you're not a customer.00:26:29.626 --> 00:26:31.028And he had like no cash on00:26:31.048 --> 00:26:31.627him or something.00:26:32.127 --> 00:26:34.288And it was like a stupid, like funny,00:26:34.449 --> 00:26:35.910like quirky documentary.00:26:36.690 --> 00:26:37.630Leading up to that,00:26:38.290 --> 00:26:39.411he posted on his Instagram.00:26:39.431 --> 00:26:40.611So he's got let me pull it up.00:26:40.671 --> 00:26:43.071He's got one point four million followers.00:26:43.092 --> 00:26:44.333So he's got a big following.00:26:45.093 --> 00:26:48.933So as the on the marketing00:26:49.034 --> 00:26:51.194to the documentary that was like indirect,00:26:51.575 --> 00:26:52.895he had posted multiple00:26:52.955 --> 00:26:55.636videos of older folks in00:26:55.656 --> 00:26:58.377New York City protesting things like.00:26:59.278 --> 00:27:00.939We need more public bathrooms.00:27:01.199 --> 00:27:02.660We need more public bathrooms.00:27:02.921 --> 00:27:03.780It didn't mention the00:27:03.820 --> 00:27:05.863documentary in the near future at all,00:27:06.163 --> 00:27:08.744at all in the caption, in the video.00:27:09.224 --> 00:27:11.686And it was these older folks00:27:11.707 --> 00:27:12.666that turns out that they're00:27:12.688 --> 00:27:13.968all like older comedians in00:27:13.988 --> 00:27:14.368New York City.00:27:14.388 --> 00:27:14.949I didn't know this,00:27:15.009 --> 00:27:17.330but people were commenting like,00:27:17.411 --> 00:27:18.330is this real?00:27:18.672 --> 00:27:20.452Like, what is it?00:27:20.653 --> 00:27:22.374And like, these signs are too nice.00:27:22.433 --> 00:27:23.474Like these types of older00:27:23.494 --> 00:27:24.316guys would not have made00:27:24.355 --> 00:27:25.876these nice protest signs, whatever.00:27:25.896 --> 00:27:25.977Yeah.00:27:26.416 --> 00:27:27.938and so it got so much00:27:28.018 --> 00:27:29.199comments it got so much00:27:29.259 --> 00:27:30.539engagement and it in the00:27:30.880 --> 00:27:31.941first video it was like00:27:32.401 --> 00:27:33.882this looks like older guys00:27:33.942 --> 00:27:35.804are actually spending time00:27:35.844 --> 00:27:36.984in your city protesting00:27:37.265 --> 00:27:38.326that there's no public00:27:38.385 --> 00:27:39.767restrooms and then there00:27:39.787 --> 00:27:40.646was like a couple more00:27:40.686 --> 00:27:41.867videos and then people were00:27:41.907 --> 00:27:43.509commenting like this isn't00:27:43.568 --> 00:27:44.970real because they were like00:27:45.009 --> 00:27:45.871picking it apart like these00:27:45.911 --> 00:27:47.051must be hired actors from00:27:47.071 --> 00:27:48.512like off-broadway and like00:27:48.532 --> 00:27:49.933this and that it got more00:27:49.953 --> 00:27:51.394and more engagement you00:27:51.474 --> 00:27:53.896know I thought it was so00:27:53.977 --> 00:27:54.836funny and then I thought00:27:55.718 --> 00:27:58.720If you were a brick and mortar practice,00:27:58.740 --> 00:27:59.560I wanted to kick this over00:27:59.580 --> 00:28:00.421to Tony and Jimmy.00:28:01.001 --> 00:28:01.721If a brick and mortar00:28:01.741 --> 00:28:02.982practice had a low budget00:28:03.002 --> 00:28:04.064where you could hire some00:28:04.483 --> 00:28:06.326student actors or whatever,00:28:06.586 --> 00:28:08.446the student actors protest00:28:08.727 --> 00:28:10.008a fake protest in front of00:28:10.028 --> 00:28:10.929your physical therapy00:28:10.949 --> 00:28:13.351clinic with white coats as00:28:13.471 --> 00:28:14.490fake surgeons saying...00:28:15.571 --> 00:28:17.473your patients canceled our surgeries,00:28:17.755 --> 00:28:19.576your patients canceled our surgeries.00:28:19.777 --> 00:28:21.138And it would be a, you know,00:28:21.298 --> 00:28:22.520tongue in cheek fake00:28:22.740 --> 00:28:24.762protest about the value of00:28:24.803 --> 00:28:25.944this physical therapy practice.00:28:25.964 --> 00:28:27.326Maybe it gets picked up on the news.00:28:27.567 --> 00:28:27.727I mean,00:28:27.767 --> 00:28:29.588the New York Nikko thing was00:28:29.648 --> 00:28:30.770literally picked up on news.00:28:30.830 --> 00:28:32.231It was reshared on multiple00:28:32.653 --> 00:28:34.595popular city accounts.00:28:35.296 --> 00:28:37.277What would be the worst case00:28:37.297 --> 00:28:38.238scenario that some00:28:38.317 --> 00:28:39.719physicians get pissed off00:28:39.739 --> 00:28:41.220and irritated practice did00:28:41.259 --> 00:28:42.580this and then stop referring to you?00:28:43.020 --> 00:28:44.122I think this is something up00:28:44.201 --> 00:28:44.821Jimmy's alley.00:28:44.942 --> 00:28:46.403And I think because Tony has00:28:46.442 --> 00:28:47.163a lot of physician00:28:47.203 --> 00:28:48.944relationships with the knee00:28:48.964 --> 00:28:50.526replacements and the cuff repairs,00:28:50.905 --> 00:28:51.807I don't think this would be00:28:51.846 --> 00:28:52.527something for Tony.00:28:52.846 --> 00:28:54.347I think this would be something for Jimmy.00:28:54.367 --> 00:28:55.548What do you guys think?00:28:55.801 --> 00:28:56.643I think Tony and Jimmy would00:28:56.682 --> 00:28:57.343do better together.00:28:57.442 --> 00:28:58.202So here's my thing.00:28:58.303 --> 00:28:59.183What's the villain?00:28:59.263 --> 00:29:00.345The cool part about this guy00:29:00.384 --> 00:29:01.644is he fought no access.00:29:01.766 --> 00:29:04.247His villain in the story, the tension,00:29:04.406 --> 00:29:05.288was no access.00:29:05.307 --> 00:29:06.188And if you've been to New York,00:29:06.387 --> 00:29:07.308try to take a leak.00:29:07.348 --> 00:29:07.888It's really hard.00:29:08.169 --> 00:29:08.429In fact,00:29:08.469 --> 00:29:09.630I think there's an app out there00:29:09.670 --> 00:29:10.711that shows you the best00:29:10.790 --> 00:29:12.332public restrooms in New York, right?00:29:12.352 --> 00:29:13.531Yeah, it'll get you there in stars.00:29:15.073 --> 00:29:15.913I don't know if I would make00:29:15.973 --> 00:29:17.375Physicians the evil one.00:29:18.336 --> 00:29:19.238And something that popped00:29:19.258 --> 00:29:21.259into my head is a chain email.00:29:21.479 --> 00:29:22.338Thank God we don't send as00:29:22.398 --> 00:29:23.779many chain emails, right?00:29:23.799 --> 00:29:24.641Forward this within five00:29:24.681 --> 00:29:26.122minutes or you'll die.00:29:26.142 --> 00:29:27.221Remember those things?00:29:27.843 --> 00:29:29.223There was a chain email that00:29:29.243 --> 00:29:30.183would go around because my00:29:30.223 --> 00:29:30.984dad sent it to me like00:29:30.984 --> 00:29:32.40450,000 times when he first00:29:32.444 --> 00:29:33.145got an email account.00:29:33.226 --> 00:29:33.546It was like,00:29:33.705 --> 00:29:35.586we're now charging money like00:29:35.807 --> 00:29:37.028the US Postal Service is00:29:37.067 --> 00:29:39.789now going to charge stamps for emails.00:29:41.077 --> 00:29:42.278So there it was the thing.00:29:42.317 --> 00:29:43.659It was like really it was it00:29:43.679 --> 00:29:44.459was big government.00:29:44.479 --> 00:29:45.420They made big government00:29:45.460 --> 00:29:46.680like sort of like the anti00:29:46.740 --> 00:29:47.740and that got spread around.00:29:48.340 --> 00:29:48.721I don't know.00:29:48.800 --> 00:29:50.161I would say what's the thing?00:29:50.642 --> 00:29:51.801Is it I don't know what the00:29:51.902 --> 00:29:53.143thing is with physical therapy.00:29:53.163 --> 00:29:53.903I would need to understand.00:29:53.923 --> 00:29:54.962And then what's the villain?00:29:55.083 --> 00:29:55.983And then how do we play that?00:29:56.003 --> 00:29:57.183It's very clear in this case.00:29:57.523 --> 00:29:59.404It gets murkier with health00:29:59.444 --> 00:30:00.505care and physical therapy.00:30:00.565 --> 00:30:01.405Tony, what are you like?00:30:01.465 --> 00:30:02.105What's the villain?00:30:02.978 --> 00:30:04.258Because you want to be the hero.00:30:04.377 --> 00:30:06.159You want to be the solution, right?00:30:06.298 --> 00:30:07.618So now we're using Donald Miller's story,00:30:07.659 --> 00:30:07.919Brent.00:30:07.939 --> 00:30:08.558I'm trying to figure out the00:30:08.659 --> 00:30:11.199villain and what's the goal in this.00:30:11.338 --> 00:30:12.059How do we play with this?00:30:12.079 --> 00:30:12.960But I like this idea because00:30:12.980 --> 00:30:13.599it's not clear.00:30:14.299 --> 00:30:15.220Yeah, I don't know.00:30:15.579 --> 00:30:16.740You went way deeper than me.00:30:16.819 --> 00:30:17.901I thought it was hilarious.00:30:19.300 --> 00:30:20.141I don't think any of my00:30:20.240 --> 00:30:21.961surgeon referral sources00:30:22.020 --> 00:30:22.922would care at all because00:30:22.942 --> 00:30:23.582they know people would00:30:23.701 --> 00:30:24.561still get the surgery.00:30:24.622 --> 00:30:26.442It's not going to affect them financially.00:30:26.461 --> 00:30:29.702It reminds me of the old...00:30:31.383 --> 00:30:32.884who is the guy your prices00:30:32.943 --> 00:30:35.025are so low it's insane from00:30:35.105 --> 00:30:38.145New York crazy Eddie yeah00:30:38.165 --> 00:30:40.467yeah crazy Eddie just for00:30:40.527 --> 00:30:41.907some reason it reminded me00:30:41.968 --> 00:30:43.169of a commercial like that00:30:43.969 --> 00:30:46.250um but but also what it00:30:46.269 --> 00:30:47.891made me think of was the00:30:47.931 --> 00:30:49.771whole idea of therapists00:30:50.031 --> 00:30:51.472secretly writing letters to00:30:51.512 --> 00:30:52.752congress to try and make00:30:52.813 --> 00:30:54.554change as opposed to what00:30:54.594 --> 00:30:56.255this guy is doing which is00:30:56.515 --> 00:30:58.115like Jimmy said find the villain00:30:58.536 --> 00:30:59.696Get it out in the public.00:31:00.076 --> 00:31:01.298Show how it affects real00:31:01.337 --> 00:31:02.538people in real time.00:31:03.558 --> 00:31:04.779That's going to have a way00:31:04.819 --> 00:31:06.641bigger impact than a00:31:06.681 --> 00:31:08.301therapist sending an email00:31:08.382 --> 00:31:09.722to a congressperson who00:31:09.863 --> 00:31:11.084doesn't care and is never00:31:11.124 --> 00:31:11.604going to read it.00:31:12.502 --> 00:31:15.365But I think it's a great00:31:15.425 --> 00:31:16.787platform to leverage change.00:31:17.247 --> 00:31:17.386Yeah,00:31:17.446 --> 00:31:18.508I worked in radio in Northeast00:31:18.548 --> 00:31:19.128Pennsylvania.00:31:19.209 --> 00:31:20.349So it was like,00:31:20.430 --> 00:31:21.931what's the emotional thing we can touch?00:31:22.010 --> 00:31:24.292There was a band when I was there,00:31:24.393 --> 00:31:25.153Breaking Benjamin,00:31:25.513 --> 00:31:26.153that had come from00:31:26.193 --> 00:31:27.095Northeast Pennsylvania.00:31:27.134 --> 00:31:28.615So like that area of the country,00:31:28.655 --> 00:31:29.336the area of the radio00:31:29.356 --> 00:31:31.419station I was running, that was there.00:31:31.598 --> 00:31:32.239They made it.00:31:32.318 --> 00:31:33.160They were one of us.00:31:33.440 --> 00:31:35.102Now they're here and they're, you know,00:31:35.142 --> 00:31:35.662they're big time.00:31:37.083 --> 00:31:38.284So, of course, you know,00:31:38.324 --> 00:31:39.164the radio station was sort00:31:39.184 --> 00:31:40.026of friendly with the band00:31:40.926 --> 00:31:41.788at the end of March,00:31:42.048 --> 00:31:43.449early April Fool's Day.00:31:43.509 --> 00:31:43.788We're like,00:31:43.950 --> 00:31:45.730this is this is our touch point.00:31:46.211 --> 00:31:47.432So we had this big,00:31:47.512 --> 00:31:50.035like press release sounding PSA that said,00:31:50.536 --> 00:31:50.836you know,00:31:51.135 --> 00:31:52.717due to some contractual issues00:31:52.798 --> 00:31:54.259with their record company, blah, blah,00:31:54.278 --> 00:31:54.798blah records,00:31:54.838 --> 00:31:55.660we're no longer going to be00:31:55.700 --> 00:31:56.740able to play Breaking Benjamin.00:31:57.122 --> 00:31:57.741But so we're going to play00:31:57.761 --> 00:31:58.482the crap out of them.00:31:59.103 --> 00:32:00.565At the end of, you know,00:32:00.724 --> 00:32:02.026through the next 48 hours,00:32:02.467 --> 00:32:04.067if you'd like to sign the petition,00:32:04.449 --> 00:32:06.550go to 97inex.com to sign it.00:32:06.651 --> 00:32:07.250And then you went,00:32:07.290 --> 00:32:08.092you put your name and your00:32:08.172 --> 00:32:09.192email address in it.00:32:09.272 --> 00:32:11.115And when you hit enter,00:32:11.394 --> 00:32:12.476it was like April Fool's.00:32:12.797 --> 00:32:13.696But we were able to track00:32:13.737 --> 00:32:15.019how many people fell for the gag.00:32:15.499 --> 00:32:16.839And then when you fell for the gag,00:32:16.880 --> 00:32:17.920we had the ability to share00:32:17.960 --> 00:32:19.161the page because now you00:32:19.201 --> 00:32:20.882want your friend to fall for the gag, too,00:32:21.221 --> 00:32:21.762because you don't want to00:32:21.782 --> 00:32:23.022be the only person with egg on your face.00:32:23.282 --> 00:32:24.723So we figured out who the villain was.00:32:24.824 --> 00:32:25.805We made the evil record00:32:25.845 --> 00:32:27.385company the villain.00:32:27.425 --> 00:32:28.625But again, like surgeons,00:32:28.645 --> 00:32:29.586the record company didn't care.00:32:29.646 --> 00:32:31.008You're playing the crap out of our song.00:32:31.028 --> 00:32:31.647Doesn't matter.00:32:31.667 --> 00:32:32.468You're still you got to come00:32:32.488 --> 00:32:33.148to us to buy it.00:32:33.888 --> 00:32:34.628I don't know that I00:32:34.669 --> 00:32:35.670understand where the00:32:36.530 --> 00:32:37.790villain is in this to touch it.00:32:37.810 --> 00:32:39.051But now I want to know.00:32:40.682 --> 00:32:41.423It's when you threaten to00:32:41.462 --> 00:32:42.564take something away or when00:32:42.584 --> 00:32:43.384you threaten to tax00:32:43.423 --> 00:32:45.144something that shouldn't be taxed, right?00:32:45.164 --> 00:32:47.645When I have to pay to do something like,00:32:47.665 --> 00:32:50.826you know, like pay for squats.00:32:50.906 --> 00:32:51.707Squats are illegal.00:32:51.807 --> 00:32:52.907You can't just be doing00:32:52.948 --> 00:32:55.189squats without supervision or, you know,00:32:55.209 --> 00:32:55.969you can't do those things.00:32:56.028 --> 00:32:56.368I don't know.00:32:56.689 --> 00:32:58.329But I like touching an emotion.00:32:58.930 --> 00:33:02.151This touches an emotion with00:33:02.191 --> 00:33:02.991public bathrooms because00:33:03.011 --> 00:33:03.571we've all been there.00:33:04.932 --> 00:33:07.214Yeah, I wasn't sure, you know,00:33:08.096 --> 00:33:09.237I wasn't sure if that was00:33:09.297 --> 00:33:10.057something that would like00:33:10.097 --> 00:33:10.759connect the two.00:33:10.778 --> 00:33:12.300But even with the Wendy's00:33:12.320 --> 00:33:13.682thing that that with the00:33:13.741 --> 00:33:15.003media component of that, I was like,00:33:15.044 --> 00:33:15.884I brought this up.00:33:15.904 --> 00:33:16.144I was like,00:33:16.164 --> 00:33:17.066this would be something like as00:33:17.165 --> 00:33:19.388like a segue to like media00:33:19.588 --> 00:33:21.652and like public response.00:33:21.771 --> 00:33:22.613And, you know, who knows?00:33:23.073 --> 00:33:24.673Because the public response00:33:24.693 --> 00:33:26.234to media only works if people care.00:33:26.454 --> 00:33:28.635And there's so many things to care about,00:33:28.695 --> 00:33:28.875right?00:33:29.435 --> 00:33:31.057Someone said there's always00:33:31.096 --> 00:33:32.557going to be a leading cause of death,00:33:32.896 --> 00:33:33.157right?00:33:33.198 --> 00:33:34.057So it's like, oh, well,00:33:34.097 --> 00:33:34.617what does that mean?00:33:34.637 --> 00:33:36.358It's like to get people to00:33:36.398 --> 00:33:39.319pay attention and spend time,00:33:39.700 --> 00:33:42.261you've got to cut through the noise.00:33:42.281 --> 00:33:44.102You've got to touch a nerve, an emotion.00:33:44.663 --> 00:33:45.803Otherwise, they will ignore you.00:33:45.883 --> 00:33:47.263Him just putting up movie posters...00:33:48.183 --> 00:33:49.845Or even doing something cute, right?00:33:49.884 --> 00:33:50.826He could have like went out00:33:50.846 --> 00:33:52.906and put out of order door00:33:52.946 --> 00:33:54.587hangers like in hotels on a00:33:54.627 --> 00:33:55.249bunch of different00:33:56.890 --> 00:33:57.891bathrooms in New York with00:33:57.931 --> 00:33:59.171a QR code or something like that.00:33:59.692 --> 00:34:01.252But that would have like confused people.00:34:01.373 --> 00:34:02.374This was very clear.00:34:02.653 --> 00:34:03.554I don't like this.00:34:03.594 --> 00:34:03.974This sucks.00:34:03.994 --> 00:34:05.275And you're like, yeah, I don't like it.00:34:05.435 --> 00:34:06.536And he had the next level thing,00:34:06.556 --> 00:34:08.938which is this real or is this not real?00:34:10.016 --> 00:34:11.338So I think we can see a00:34:11.398 --> 00:34:13.940trend here with touching that emotion,00:34:14.000 --> 00:34:15.940touching that nerve, getting attention.00:34:15.960 --> 00:34:18.382We had the Wendy's thing with Dave.00:34:18.782 --> 00:34:19.664I think you could totally00:34:19.724 --> 00:34:20.804turn that into the00:34:20.844 --> 00:34:22.186insurance company is the villain.00:34:22.706 --> 00:34:24.106I think you could have the00:34:24.246 --> 00:34:26.007surgeons out there protesting.00:34:26.088 --> 00:34:27.489You can have the therapist00:34:27.809 --> 00:34:29.010preventing surgeries by00:34:29.050 --> 00:34:29.911getting people better.00:34:29.990 --> 00:34:31.072But at the end of the day,00:34:31.251 --> 00:34:32.413everybody loves to throw00:34:32.472 --> 00:34:34.034the insurance company under the bus.00:34:34.753 --> 00:34:35.715That could be a topic for00:34:35.775 --> 00:34:36.735next week because I've been00:34:36.755 --> 00:34:38.217sharing some controversial00:34:38.277 --> 00:34:39.257content on that.00:34:40.018 --> 00:34:44.385I want to do a positive note today.00:34:44.405 --> 00:34:45.025That's where we're going.00:34:46.168 --> 00:34:46.427Yeah.00:34:46.447 --> 00:34:47.489So a positive spin.00:34:50.108 --> 00:34:51.387talking about therapists00:34:51.467 --> 00:34:52.449leaving the profession.00:34:52.768 --> 00:34:55.210You know, Dave and I, and I think Jimmy,00:34:55.250 --> 00:34:56.010you were there too.00:34:56.070 --> 00:34:57.570We were talking about that article,00:34:57.690 --> 00:34:59.492talking about PT shortages,00:34:59.532 --> 00:35:00.672staffing shortages.00:35:01.293 --> 00:35:02.193We were talking about00:35:02.353 --> 00:35:03.594everybody's challenge in00:35:03.753 --> 00:35:05.195hiring and finding staff.00:35:06.635 --> 00:35:09.277So with that LinkedIn post,00:35:09.356 --> 00:35:12.038what I did was I had this idea and I said,00:35:12.057 --> 00:35:12.639there's gotta be,00:35:13.458 --> 00:35:15.300I typically am an optimist by heart.00:35:15.360 --> 00:35:16.760And I know that things happen00:35:17.420 --> 00:35:19.461for a reason, it's usually a good reason,00:35:19.561 --> 00:35:20.422even when it looks like a00:35:20.461 --> 00:35:21.163negative outcome.00:35:21.643 --> 00:35:22.682So I started talking to chat00:35:22.702 --> 00:35:24.764GPT and I was like, hey,00:35:24.804 --> 00:35:25.784this is what's going on,00:35:25.824 --> 00:35:27.244these are my thoughts,00:35:27.264 --> 00:35:29.065help me arrange this in a00:35:29.126 --> 00:35:32.407way that communicates to other people00:35:33.447 --> 00:35:35.289And so between ChatGPT and I,00:35:35.889 --> 00:35:37.170we put that together.00:35:37.190 --> 00:35:38.931And I really do believe.00:35:39.472 --> 00:35:41.914So as we see this exodus, right,00:35:41.974 --> 00:35:43.715we see therapists who can't00:35:43.755 --> 00:35:44.976make enough money in therapy,00:35:45.516 --> 00:35:47.097who are leaving for tech jobs,00:35:47.139 --> 00:35:48.760who are leaving for other jobs.00:35:49.300 --> 00:35:50.221I still think they're the00:35:50.240 --> 00:35:51.282same person at heart.00:35:51.442 --> 00:35:52.282They're still the same00:35:52.322 --> 00:35:53.202person who wants to help00:35:53.242 --> 00:35:54.423people who want to make change.00:35:55.824 --> 00:35:56.766And I think what we're going00:35:56.786 --> 00:35:57.606to see is we're going to00:35:57.646 --> 00:35:58.626see those people leave.00:35:58.987 --> 00:36:00.387We're going to see them do better.00:36:00.887 --> 00:36:01.748We're going to see them00:36:01.827 --> 00:36:05.070bring back innovation and new ideas,00:36:05.170 --> 00:36:07.331new concepts that might00:36:07.371 --> 00:36:08.351completely change the00:36:08.391 --> 00:36:10.213profession for a good, you know,00:36:10.253 --> 00:36:10.773for the better.00:36:12.213 --> 00:36:14.135But I do think it's a good00:36:14.195 --> 00:36:15.155thing for them to leave00:36:15.195 --> 00:36:16.155because if they stay,00:36:16.795 --> 00:36:20.518that just breeds that burnout, that anger,00:36:20.617 --> 00:36:21.798that frustration.00:36:21.818 --> 00:36:23.000Yeah, it goes down the drain.00:36:24.099 --> 00:36:26.101So so that was my most00:36:26.221 --> 00:36:28.280popular LinkedIn post this00:36:28.400 --> 00:36:31.322week was a positive spin on00:36:31.382 --> 00:36:32.842therapists leaving the profession.00:36:32.882 --> 00:36:33.762And I do I think it's going00:36:33.782 --> 00:36:35.463to be it's going to benefit all of us.00:36:35.784 --> 00:36:37.563This is why this is like the opposite.00:36:37.603 --> 00:36:39.664But the same idea of I did00:36:39.724 --> 00:36:40.704an episode a while ago.00:36:40.744 --> 00:36:42.425Just I call them PT weirdos.00:36:42.545 --> 00:36:43.985They're like people like me who like.00:36:44.565 --> 00:36:45.947didn't go to college and00:36:45.967 --> 00:36:47.648then grad school and then become a PT.00:36:47.668 --> 00:36:48.750It's like you did something00:36:48.809 --> 00:36:49.351somewhere else.00:36:49.931 --> 00:36:51.793I can't... Even if I try,00:36:51.873 --> 00:36:54.034I can't not... Yeah.00:36:54.375 --> 00:36:55.996I'm not able to look at00:36:56.396 --> 00:36:57.518something and not look at00:36:57.538 --> 00:36:59.059it through a media person's eyes.00:36:59.639 --> 00:37:00.760It frustrates me when I work00:37:00.800 --> 00:37:01.461on projects with00:37:01.521 --> 00:37:03.422organizations and we move at...00:37:04.224 --> 00:37:05.865company speed because I came00:37:05.905 --> 00:37:06.768from an industry where like00:37:06.827 --> 00:37:07.608you're on the air at three00:37:07.648 --> 00:37:08.789o'clock I don't care what00:37:08.829 --> 00:37:09.952you need you're on the air00:37:09.972 --> 00:37:11.614at three we go and a lot of00:37:11.653 --> 00:37:12.856organizations especially in00:37:12.876 --> 00:37:14.938communications or pr are00:37:15.079 --> 00:37:15.920come from well we don't00:37:15.960 --> 00:37:16.920need to go on the air so00:37:17.021 --> 00:37:17.963don't and I'm like well00:37:17.983 --> 00:37:18.664that's where innovation00:37:18.724 --> 00:37:19.985comes from right necessity00:37:20.065 --> 00:37:21.367is the mother of invention it's like00:37:22.068 --> 00:37:22.827The best ideas,00:37:22.867 --> 00:37:23.608the best things that have00:37:23.648 --> 00:37:25.628happened have been because no pressure,00:37:25.668 --> 00:37:26.128no diamonds.00:37:26.289 --> 00:37:27.289You're on the air at three.00:37:27.429 --> 00:37:28.110Let's go.00:37:28.170 --> 00:37:28.650It's act.00:37:28.909 --> 00:37:30.170The phrase is act as if,00:37:30.510 --> 00:37:31.550act as if this mattered.00:37:31.952 --> 00:37:32.791And then people will believe00:37:32.831 --> 00:37:33.791it mattered with Wendy's.00:37:33.972 --> 00:37:35.672Give it a name and people00:37:35.693 --> 00:37:36.532will be able to understand it.00:37:36.833 --> 00:37:38.554If they had called it matinee pricing,00:37:39.710 --> 00:37:40.690Nobody would have a problem with it,00:37:40.951 --> 00:37:42.693but also not as big of a buzz.00:37:42.813 --> 00:37:43.172So, again,00:37:43.193 --> 00:37:44.373I'm not sure if this is an00:37:44.474 --> 00:37:45.135accident or not.00:37:45.235 --> 00:37:46.717I'm not going to I'm looking00:37:46.737 --> 00:37:47.416at Wendy's going.00:37:47.516 --> 00:37:47.818I see.00:37:48.117 --> 00:37:51.800I still think it's a it's a strategy.00:37:51.880 --> 00:37:52.262Last year,00:37:52.282 --> 00:37:54.443I did a charity event in in San00:37:54.463 --> 00:37:55.425Diego for CSM.00:37:56.545 --> 00:37:58.447And there was a free event00:37:58.507 --> 00:38:00.028in the San Diego Children's Museum.00:38:00.188 --> 00:38:00.989Anybody could come.00:38:01.090 --> 00:38:02.070But then at 8 o'clock,00:38:02.110 --> 00:38:03.132I think the party started.00:38:03.672 --> 00:38:05.253And you had to leave if you00:38:05.273 --> 00:38:06.474didn't have a wristband.00:38:06.715 --> 00:38:07.916You had to physically go outside.00:38:07.936 --> 00:38:09.217That's the only way we could control it.00:38:09.978 --> 00:38:11.940And somehow at 7.55,00:38:11.940 --> 00:38:12.922a fire alarm went off.00:38:12.981 --> 00:38:13.842And some people have00:38:13.922 --> 00:38:14.864actually suggested that00:38:14.903 --> 00:38:16.085maybe I would have been part of00:38:16.684 --> 00:38:17.184Because I was like,00:38:17.224 --> 00:38:18.826how do you get 300 people00:38:18.846 --> 00:38:19.485to leave a building00:38:19.545 --> 00:38:21.648willingly on time like a fire?00:38:21.708 --> 00:38:21.967I mean,00:38:22.168 --> 00:38:24.190so do you think I could manipulate00:38:24.230 --> 00:38:25.431a fire alarm?00:38:25.952 --> 00:38:26.972Could that ever happen?00:38:27.492 --> 00:38:28.193That's not good.00:38:28.893 --> 00:38:29.914Of course, I would never do that.00:38:29.954 --> 00:38:30.856I would never do that.00:38:31.036 --> 00:38:32.197We're not condoning that.00:38:32.838 --> 00:38:34.099not condoning that I'm00:38:34.280 --> 00:38:35.121neither confirming or00:38:35.161 --> 00:38:36.242denying if that actually00:38:36.282 --> 00:38:37.282happened but people asked00:38:37.322 --> 00:38:38.063and I was just like what00:38:38.083 --> 00:38:39.224are you talking about that00:38:39.264 --> 00:38:40.505was convenient that fire00:38:40.545 --> 00:38:42.106alarm went off at 7 58 and00:38:42.126 --> 00:38:43.206we had to clear the party00:38:43.226 --> 00:38:44.108to clear everybody by eight00:38:44.128 --> 00:38:46.030o'clock um so I would say00:38:46.190 --> 00:38:47.791it's a positive spin is we00:38:47.871 --> 00:38:49.753need new ideas we do we00:38:49.893 --> 00:38:51.333absolutely do you can't00:38:51.653 --> 00:38:52.614einstein said you can't00:38:53.034 --> 00:38:54.175solve your way out of a00:38:54.215 --> 00:38:54.836problem with the same00:38:54.876 --> 00:38:56.438thinking that got you into the problem00:38:57.105 --> 00:38:58.286So let it go.00:38:58.306 --> 00:38:59.989This is my monkey, my monkey bar idea.00:39:00.010 --> 00:39:01.092You got to let go of the old00:39:01.132 --> 00:39:02.594before you can swing towards the new.00:39:02.614 --> 00:39:03.635You can't otherwise you're00:39:03.675 --> 00:39:04.217just doing this.00:39:04.277 --> 00:39:05.398And that's I don't know what this is,00:39:05.438 --> 00:39:05.860but it's weird.00:39:07.222 --> 00:39:07.862Dave, what do you think?00:39:07.882 --> 00:39:10.047Yeah, I mean,00:39:12.641 --> 00:39:13.021Like you,00:39:13.481 --> 00:39:15.302I would say you've moved out of00:39:15.902 --> 00:39:18.523being a 40 hour a week PT, right?00:39:18.583 --> 00:39:19.884And I think since you've00:39:19.923 --> 00:39:21.403moved out of that position, I mean,00:39:21.423 --> 00:39:22.963the reality is most PTs are00:39:23.003 --> 00:39:23.625just too busy.00:39:23.684 --> 00:39:24.824We're too busy to innovate.00:39:24.864 --> 00:39:25.945We're too busy to think if00:39:25.985 --> 00:39:27.005you're treating patients,00:39:27.525 --> 00:39:28.925documenting after hours,00:39:28.965 --> 00:39:30.666you're in the clinic every single day,00:39:30.746 --> 00:39:32.327you're putting every ounce00:39:32.367 --> 00:39:34.266of energy into your patient care.00:39:34.887 --> 00:39:36.128What's left over is probably00:39:36.148 --> 00:39:37.047going to family.00:39:37.467 --> 00:39:39.327There was nothing left to innovate.00:39:39.507 --> 00:39:41.688And so you can't learn on that treadmill.00:39:42.009 --> 00:39:42.789Tony said it.00:39:42.809 --> 00:39:45.170The worst person to run a PT00:39:45.210 --> 00:39:46.512business is the PT treating.00:39:47.692 --> 00:39:49.373I'm not saying you can't do both.00:39:49.413 --> 00:39:50.733Beware of people who say always, never,00:39:50.753 --> 00:39:51.134or can't.00:39:51.614 --> 00:39:54.615But Dave's got to be reading stuff.00:39:54.635 --> 00:39:56.097He's got to be learning things.00:39:56.117 --> 00:39:56.938He's got to have his finger00:39:56.958 --> 00:39:58.077on the pulse of, well,00:39:58.119 --> 00:39:59.759how can I innovate to pay00:39:59.798 --> 00:40:01.119my therapist more, earn more,00:40:01.460 --> 00:40:02.141lower costs?00:40:02.721 --> 00:40:03.822And you couldn't, it would be,00:40:03.842 --> 00:40:05.204I shouldn't say couldn't,00:40:05.264 --> 00:40:06.103it'd be very difficult for00:40:06.123 --> 00:40:07.505you to do that at the00:40:07.525 --> 00:40:08.706capacity you need to be a00:40:08.766 --> 00:40:10.387business owner and a leader00:40:10.949 --> 00:40:11.708while you're treating00:40:11.748 --> 00:40:13.030patients 40 hours a week.00:40:13.050 --> 00:40:14.211I'm not saying you can't do any of it,00:40:14.231 --> 00:40:16.414but you need to spend time00:40:16.974 --> 00:40:17.795learning that stuff.00:40:19.393 --> 00:40:21.275This wasn't on today's agenda,00:40:21.315 --> 00:40:22.356but it's something that00:40:22.376 --> 00:40:23.817I've been thinking about a lot lately,00:40:23.896 --> 00:40:25.418especially for practice owners.00:40:26.518 --> 00:40:28.621Why or where did we think00:40:29.081 --> 00:40:31.842that we could be a great clinician?00:40:32.143 --> 00:40:32.364Right.00:40:32.423 --> 00:40:34.485Most of us leave employment00:40:34.545 --> 00:40:35.445somewhere because we want00:40:35.465 --> 00:40:36.507to do things our way and we00:40:36.527 --> 00:40:37.067want to be better00:40:37.128 --> 00:40:38.068therapists and we want to00:40:38.108 --> 00:40:39.429grow and earn more money.00:40:39.449 --> 00:40:39.548Right.00:40:40.429 --> 00:40:43.313But I'm like, there are full time CEOs,00:40:43.914 --> 00:40:46.298there are full time marketing individuals,00:40:46.338 --> 00:40:47.780there are full time billers,00:40:47.840 --> 00:40:48.942there are full time,00:40:49.463 --> 00:40:51.105every position in the business.00:40:51.947 --> 00:40:53.708Why do I think and I'm going00:40:53.728 --> 00:40:54.951to use me as the example.00:40:56.065 --> 00:40:57.327that I could be great at all00:40:57.347 --> 00:40:58.146of those things.00:40:58.648 --> 00:41:01.090Like, is it just pure ignorance?00:41:01.150 --> 00:41:02.711And I would say it was on my part.00:41:03.233 --> 00:41:04.474I don't know what I don't know.00:41:04.594 --> 00:41:06.135So I think, oh, well,00:41:06.936 --> 00:41:08.036I can start a business.00:41:08.498 --> 00:41:09.938Anybody could start a business.00:41:10.380 --> 00:41:11.740So I quit my job.00:41:11.800 --> 00:41:12.882I started my business.00:41:12.922 --> 00:41:15.125And then I realized, oh,00:41:15.585 --> 00:41:16.746maybe I bit off more than I00:41:16.786 --> 00:41:17.646could chew because now I'm00:41:17.686 --> 00:41:18.608treating 40 hours a week.00:41:19.528 --> 00:41:20.628and I'm running a business,00:41:20.829 --> 00:41:22.050and I'm cleaning the toilets,00:41:22.230 --> 00:41:23.409and I'm trying to market,00:41:23.610 --> 00:41:24.670and I'm trying to do00:41:24.710 --> 00:41:26.030accounting and bookkeeping00:41:26.512 --> 00:41:28.411and hiring and firing and00:41:28.431 --> 00:41:30.032payroll and all of those things.00:41:30.913 --> 00:41:34.233I just think we need to put00:41:34.273 --> 00:41:35.614the brakes on for a second,00:41:36.014 --> 00:41:37.835look at the landscape of00:41:37.876 --> 00:41:39.856what's going on and say, hey,00:41:39.896 --> 00:41:41.317maybe I'm not as good as I00:41:41.356 --> 00:41:43.998think at 50 different professions.00:41:44.318 --> 00:41:46.257And if I really want to focus on one,00:41:46.358 --> 00:41:47.518that's what I'm going to focus on.00:41:47.929 --> 00:41:48.429The phrase,00:41:48.449 --> 00:41:49.411and there's trending audio00:41:49.431 --> 00:41:50.231right now on Instagram.00:41:50.251 --> 00:41:51.773It's a great trending audio00:41:51.793 --> 00:41:52.534sort of campaign.00:41:52.554 --> 00:41:53.173That's what I like about00:41:53.213 --> 00:41:54.856Instagram is you can use the same audio,00:41:54.876 --> 00:41:55.817but you put your spin on it.00:41:56.217 --> 00:41:56.876And there's one,00:41:56.896 --> 00:41:58.398especially for females right now.00:41:59.079 --> 00:42:01.240And in the trending sort of reels,00:42:01.942 --> 00:42:03.882it's the audio is how hard could it be?00:42:04.123 --> 00:42:04.603Boys do it.00:42:05.804 --> 00:42:06.284Boys do it.00:42:06.324 --> 00:42:08.626And then there's females doing whatever,00:42:08.666 --> 00:42:11.266playing hockey, running CEOs, deadlifting,00:42:11.306 --> 00:42:11.666whatever.00:42:12.085 --> 00:42:13.367So I think the phrase is how00:42:13.387 --> 00:42:13.947hard could it be?00:42:14.266 --> 00:42:15.786Like I watched a boss do it.00:42:15.927 --> 00:42:16.286He doesn't,00:42:16.706 --> 00:42:18.288I've hung out with him for a year or two.00:42:18.847 --> 00:42:20.668He's not 10 times smarter than me.00:42:20.887 --> 00:42:21.688How hard could it be?00:42:22.228 --> 00:42:23.068And it's the iceberg.00:42:23.148 --> 00:42:23.869It's like, you're right.00:42:24.628 --> 00:42:25.449You don't need to be a super00:42:25.469 --> 00:42:26.148genius to do this,00:42:26.389 --> 00:42:27.670but you can't be half pregnant.00:42:29.130 --> 00:42:29.309Right.00:42:29.489 --> 00:42:29.789So it's like,00:42:29.869 --> 00:42:31.150I'm either doing this or I'm not.00:42:31.190 --> 00:42:31.891And I'm sure there are some00:42:32.110 --> 00:42:33.771strange individuals who can do both.00:42:34.371 --> 00:42:35.253But I bet you those strange00:42:35.273 --> 00:42:36.335individuals who can do both00:42:36.655 --> 00:42:38.036would be even better at00:42:38.117 --> 00:42:39.438doing it if that's what they did,00:42:39.458 --> 00:42:40.800if that's what they focused on,00:42:40.820 --> 00:42:42.063if that's what they eat, sleep,00:42:42.242 --> 00:42:42.804and breathe.00:42:43.717 --> 00:42:44.737Well, and I agree with Tony.00:42:44.757 --> 00:42:45.896I think it's definitely some00:42:45.916 --> 00:42:48.257of the ignorance or the ego.00:42:48.737 --> 00:42:51.018But then also, like for me, you know,00:42:51.077 --> 00:42:52.878my parents both have and00:42:52.958 --> 00:42:56.018had have had have small businesses.00:42:56.039 --> 00:42:58.699So like my dad has a tree00:42:58.739 --> 00:43:00.480service and my mom has like00:43:00.579 --> 00:43:02.400a direct mail marketing company.00:43:02.480 --> 00:43:03.639And so I've always00:43:03.860 --> 00:43:05.240respectfully and they don't00:43:05.280 --> 00:43:05.721listen to this.00:43:06.440 --> 00:43:07.701I've looked at them and I was like, I mean,00:43:07.900 --> 00:43:10.242if they can run a small00:43:10.262 --> 00:43:11.101business themselves.00:43:13.643 --> 00:43:17.112Of course, it gave me extra, I don't know,00:43:17.251 --> 00:43:19.175extra motivation that I could do it.00:43:19.255 --> 00:43:20.840And I saw the inner workings,00:43:20.860 --> 00:43:21.601the behind the scenes,00:43:21.621 --> 00:43:22.623the day-to-day and all that.00:43:23.612 --> 00:43:26.134maybe that allows me to step into this,00:43:26.393 --> 00:43:26.653you know,00:43:26.733 --> 00:43:28.135entrepreneurial world over time00:43:28.195 --> 00:43:29.215and just have more00:43:29.315 --> 00:43:31.496confidence or know where to00:43:31.556 --> 00:43:32.675find resources and all that00:43:33.237 --> 00:43:35.056versus someone that is also00:43:35.077 --> 00:43:36.157stepping into this with00:43:36.217 --> 00:43:37.577just the ignorance and the ego,00:43:37.838 --> 00:43:38.679but doesn't have the00:43:38.739 --> 00:43:39.679history of someone in their00:43:39.699 --> 00:43:40.940family or someone nearby00:43:41.320 --> 00:43:42.539where they saw the day-to-day,00:43:42.579 --> 00:43:43.260the challenges,00:43:43.320 --> 00:43:44.940the things that need to get done,00:43:45.101 --> 00:43:46.501the marketing, the accounting, all that.00:43:46.902 --> 00:43:48.161I saw how all that was00:43:48.222 --> 00:43:49.103behind the scenes for,00:43:50.063 --> 00:43:51.364two small businesses in a00:43:51.403 --> 00:43:52.985local community and I was00:43:53.045 --> 00:43:54.746like of course I could do00:43:54.786 --> 00:43:56.585that and like obviously my00:43:56.606 --> 00:43:57.847goal is to you know be much00:43:57.927 --> 00:43:59.228larger and and bigger than00:43:59.268 --> 00:44:00.608that so if someone doesn't00:44:00.628 --> 00:44:01.389have that background of00:44:01.429 --> 00:44:02.670someone in their family or00:44:02.690 --> 00:44:04.471a sibling or someone with a00:44:04.510 --> 00:44:05.490small business that's when00:44:05.510 --> 00:44:06.512I think you can even get00:44:06.731 --> 00:44:08.612more in in trouble or you00:44:08.632 --> 00:44:09.413just have to seek out00:44:09.532 --> 00:44:11.793resources and that'll you00:44:11.813 --> 00:44:12.715know cover those weaknesses00:44:13.094 --> 00:44:14.036I was in college and I00:44:14.076 --> 00:44:15.137wanted to own a bar.00:44:15.157 --> 00:44:16.418I wanted to open a bar when I was done.00:44:16.617 --> 00:44:17.338And then I worked for my00:44:17.398 --> 00:44:18.860uncle for two summers who owned a bar.00:44:19.000 --> 00:44:19.860And then I just realized I00:44:19.900 --> 00:44:20.701wanted to go to bars.00:44:22.501 --> 00:44:24.204I was like, no, I don't want this.00:44:24.384 --> 00:44:26.085But that was a great way to00:44:26.105 --> 00:44:27.065get paid to learn what I00:44:27.106 --> 00:44:27.746didn't want to do.00:44:28.007 --> 00:44:28.646I was like, no,00:44:28.686 --> 00:44:30.288I don't want to do any of that.00:44:30.327 --> 00:44:30.969That seems horrible.00:44:31.514 --> 00:44:32.295So there's got to be a00:44:32.375 --> 00:44:33.496component also with00:44:34.317 --> 00:44:36.920self-awareness and with not IQ,00:44:36.940 --> 00:44:38.541but the EQ, the emotional intelligence,00:44:38.581 --> 00:44:40.903the self-awareness is, I think,00:44:41.523 --> 00:44:43.445part of that whole ego, ignorance,00:44:43.485 --> 00:44:45.088all that in stepping into a00:44:45.128 --> 00:44:47.130business or entrepreneurship or whatever.00:44:47.230 --> 00:44:48.650And you have to have the self-awareness of,00:44:49.052 --> 00:44:49.652like Tony said,00:44:49.692 --> 00:44:51.673you can't be an expert of all 50 things.00:44:52.434 --> 00:44:53.016So you have to have the00:44:53.036 --> 00:44:53.916self-awareness of like,00:44:53.956 --> 00:44:55.677where do I go for resources, for learning,00:44:55.717 --> 00:44:56.697for help, for support?00:44:56.739 --> 00:44:57.398Who do I hire?00:44:57.498 --> 00:44:58.679How do I hire an interview?00:44:59.099 --> 00:44:59.420All that.00:44:59.561 --> 00:45:00.481And that's the thing.00:45:00.521 --> 00:45:01.882It's just it's not one day.00:45:01.963 --> 00:45:02.963It takes like it's a journey.00:45:03.003 --> 00:45:04.485It's like every day, every week,00:45:04.525 --> 00:45:06.606every month, like you are evolving.00:45:06.646 --> 00:45:07.947You're finding these resources.00:45:07.987 --> 00:45:08.967You're getting better.00:45:09.108 --> 00:45:09.548All of that.00:45:10.369 --> 00:45:11.789But the self-awareness is a00:45:11.849 --> 00:45:12.411huge component.00:45:12.742 --> 00:45:13.041Yeah.00:45:13.161 --> 00:45:14.902I mean, this is not to get too deep.00:45:14.943 --> 00:45:16.043This is one reason I think I00:45:16.083 --> 00:45:18.945left patient care is things moved slowly.00:45:19.367 --> 00:45:20.027And that's okay.00:45:20.067 --> 00:45:20.567That's good.00:45:20.726 --> 00:45:21.588That's not good for Jimmy.00:45:22.168 --> 00:45:23.708The EQ for Jimmy was,00:45:23.989 --> 00:45:25.331this is killing me because I'm like,00:45:25.431 --> 00:45:26.010oh my gosh.00:45:26.431 --> 00:45:27.552Or people would be like, well,00:45:27.572 --> 00:45:28.313I'm not really doing that.00:45:28.333 --> 00:45:29.132Can you just rub it?00:45:29.172 --> 00:45:30.693And I'm like, no, get out.00:45:30.713 --> 00:45:32.534That's not great, right?00:45:32.896 --> 00:45:34.516But I knew that for me, which is like,00:45:34.556 --> 00:45:35.757this is going to drive me00:45:35.858 --> 00:45:37.579nuts because I don't operate like this.00:45:37.898 --> 00:45:38.418Probably should have done00:45:38.438 --> 00:45:40.001some research before I went to PT school,00:45:40.021 --> 00:45:40.360huh, guys?00:45:40.820 --> 00:45:43.563But I still think it was a00:45:43.603 --> 00:45:44.402good decision for me to go00:45:44.423 --> 00:45:45.143to PT school because I00:45:45.284 --> 00:45:46.585really still believe in the product,00:45:46.664 --> 00:45:47.726the service that we provide.00:45:48.766 --> 00:45:50.588But I shouldn't be the one providing it.00:45:51.248 --> 00:45:53.570But I'd be a great mouthpiece, right?00:45:53.590 --> 00:45:53.769Yeah.00:45:55.146 --> 00:45:55.748And that's the thing.00:45:55.788 --> 00:45:57.027I think we, you know,00:45:57.088 --> 00:45:59.329we fall into the right spot.00:45:59.989 --> 00:46:01.231I couldn't stay at a00:46:01.311 --> 00:46:02.871hospital as an employee00:46:02.931 --> 00:46:03.992because I wanted to make00:46:04.032 --> 00:46:05.793change and it just couldn't happen.00:46:06.773 --> 00:46:08.695Even though I knew things could be better,00:46:09.235 --> 00:46:10.356the upper management00:46:10.456 --> 00:46:11.878wouldn't allow that to happen.00:46:11.918 --> 00:46:13.398So I had to leave that environment.00:46:13.418 --> 00:46:14.079So I think a lot of00:46:14.119 --> 00:46:15.039therapists do find00:46:15.099 --> 00:46:16.880themselves in that position00:46:17.380 --> 00:46:18.641where you're choosing the00:46:18.702 --> 00:46:20.043lesser of two evils.00:46:20.702 --> 00:46:21.923But when you look at the00:46:21.983 --> 00:46:24.005most successful private practice owners,00:46:24.045 --> 00:46:26.288and I'm gonna use success in air quotes,00:46:26.427 --> 00:46:28.070if you're watching YouTube,00:46:30.047 --> 00:46:31.728I would consider myself successful,00:46:32.347 --> 00:46:33.447but I've certainly moved00:46:33.547 --> 00:46:35.648out of 40 hour a week patient care.00:46:36.289 --> 00:46:38.949I embraced learning how to run a business,00:46:39.030 --> 00:46:40.811learning how to be a CEO.00:46:41.271 --> 00:46:42.851But when I look at other examples,00:46:42.911 --> 00:46:43.851therapists that I know00:46:43.952 --> 00:46:45.733closely who have said,00:46:45.753 --> 00:46:48.012I know I'm not the best CEO.00:46:48.172 --> 00:46:49.733I know I'm not the best marketer.00:46:50.153 --> 00:46:51.394I'm going to go hire those.00:46:51.894 --> 00:46:54.916They've 10x their growth compared to mine.00:46:55.556 --> 00:46:59.057I am a hundred times slower and,00:46:59.297 --> 00:47:00.778and I am the bottleneck in00:47:00.858 --> 00:47:01.780growing the business to00:47:01.820 --> 00:47:02.639where it could have been,00:47:02.679 --> 00:47:03.280should have been.00:47:04.001 --> 00:47:05.041But when I see other00:47:05.081 --> 00:47:06.802therapists who are willing00:47:06.882 --> 00:47:08.744to go out and hire those00:47:08.804 --> 00:47:10.565physicians because they00:47:10.585 --> 00:47:11.405know what they're good at,00:47:11.425 --> 00:47:12.246they know what other people00:47:12.286 --> 00:47:13.365are better than that.00:47:14.027 --> 00:47:15.206Um, they just blew up.00:47:15.347 --> 00:47:15.568I mean,00:47:15.608 --> 00:47:16.887they just exploded into the00:47:16.947 --> 00:47:17.949multiple millions of00:47:18.748 --> 00:47:20.369But it is what it is.00:47:20.831 --> 00:47:22.431I'm still happy with where I am.00:47:22.452 --> 00:47:23.193I'm content.00:47:23.273 --> 00:47:25.233My priorities are in check, I believe.00:47:25.835 --> 00:47:27.795So we have to know what we00:47:27.856 --> 00:47:31.039truly want versus what00:47:31.099 --> 00:47:32.559society might think we should have.00:47:33.019 --> 00:47:34.201And also knowing your own00:47:34.221 --> 00:47:35.422capabilities and your own skills.00:47:35.442 --> 00:47:36.802And if you don't have it, you hire it.00:47:36.842 --> 00:47:37.583And that, again,00:47:37.704 --> 00:47:38.764the self-awareness component,00:47:38.804 --> 00:47:39.525that's huge.00:47:39.826 --> 00:47:40.186I agree.00:47:40.286 --> 00:47:40.505All right,00:47:40.545 --> 00:47:41.487let's wrap this thing up with an00:47:41.527 --> 00:47:42.447idea of parting shot,00:47:42.467 --> 00:47:43.007unless you guys had00:47:43.027 --> 00:47:44.068anything else you wanted to get into.00:47:44.088 --> 00:47:45.010That's all I had on my list.00:47:45.753 --> 00:47:47.014No, let's go with Dave.00:47:47.054 --> 00:47:48.375What's your parting shot?00:47:48.394 --> 00:47:50.514What would you want to leave?00:47:50.614 --> 00:47:51.916Let's say with the Wendy's00:47:51.956 --> 00:47:53.436thing and then my idea with00:47:53.496 --> 00:47:55.617the fake protest type thing00:47:55.657 --> 00:47:57.217to get marketing awareness00:47:57.297 --> 00:47:59.117or attention for your practice nearby.00:48:00.657 --> 00:48:02.057Just continue to consume00:48:02.117 --> 00:48:03.478different media outlets that are...00:48:05.759 --> 00:48:06.398How can you learn from,00:48:06.458 --> 00:48:07.940how can you in your practice today,00:48:08.199 --> 00:48:09.679whether you're brick and mortar or mobile,00:48:09.900 --> 00:48:11.001how can you learn from this00:48:11.181 --> 00:48:11.740Wendy's thing?00:48:11.820 --> 00:48:12.541Again, I love it.00:48:12.581 --> 00:48:13.802Was it genius or gas?00:48:14.121 --> 00:48:15.101That's up to you to decide.00:48:15.942 --> 00:48:17.282Or the idea with the fake00:48:17.322 --> 00:48:18.282protesting and the marketing,00:48:18.342 --> 00:48:19.264how can you use some of00:48:19.304 --> 00:48:20.123these out of the box00:48:20.224 --> 00:48:22.324marketing ideas to just,00:48:22.844 --> 00:48:23.664just gain attention?00:48:23.764 --> 00:48:25.306You're not going to necessarily track,00:48:25.726 --> 00:48:26.005you know,00:48:26.025 --> 00:48:27.505evaluations or something like that.00:48:28.025 --> 00:48:28.646How can you get more00:48:28.686 --> 00:48:29.586attention in your community?00:48:30.664 --> 00:48:30.804Yeah.00:48:31.224 --> 00:48:33.865And staying with that out of the box idea,00:48:33.885 --> 00:48:36.887it's, you know, leave the profession,00:48:36.947 --> 00:48:38.288whether it's figuratively00:48:38.507 --> 00:48:41.590or literally to find new ideas,00:48:41.630 --> 00:48:42.170to innovate,00:48:42.190 --> 00:48:43.550to figure out how we can do00:48:43.590 --> 00:48:44.451what we want to do,00:48:44.530 --> 00:48:45.652achieve the outcome we want00:48:45.672 --> 00:48:47.893to achieve in maybe a different way.00:48:47.913 --> 00:48:50.893I get all of my best ideas00:48:51.014 --> 00:48:53.315from people that are not in health care.00:48:55.936 --> 00:48:56.036Yeah.00:48:56.056 --> 00:48:56.157Yeah.00:48:56.422 --> 00:48:56.623I would,00:48:56.682 --> 00:48:57.903I would say to play off both of those.00:48:58.284 --> 00:48:58.905Well, first of all,00:48:58.925 --> 00:49:00.144I need to slide this in.00:49:00.786 --> 00:49:01.905Did you know that I had a00:49:01.985 --> 00:49:04.947drink on the menu at 5500:49:04.947 --> 00:49:06.009different Wendy's locations?00:49:06.048 --> 00:49:07.090I had to bring this up.00:49:07.130 --> 00:49:09.831We were doing every top of00:49:09.851 --> 00:49:11.492the show every year.00:49:11.512 --> 00:49:12.873Stay with us.00:49:13.172 --> 00:49:14.193Was it about me people?00:49:14.534 --> 00:49:15.695So every year my radio00:49:15.715 --> 00:49:17.175station did a thing called roof-a-thon.00:49:17.315 --> 00:49:18.456I stole that idea from an00:49:18.556 --> 00:49:19.677old radio station I worked with,00:49:19.737 --> 00:49:20.538but then the one I ran,00:49:20.557 --> 00:49:21.097we did roof-a-thon.00:49:21.117 --> 00:49:22.458We broadcast live from the roof.00:49:23.079 --> 00:49:24.639of a Wendy's for three days00:49:24.818 --> 00:49:25.460raising money for the00:49:25.480 --> 00:49:27.380American Red Cross every00:49:27.420 --> 00:49:28.280morning we do the morning00:49:28.320 --> 00:49:29.739show there I as the program00:49:29.760 --> 00:49:30.340director would get there00:49:30.481 --> 00:49:31.340four or five o'clock in the00:49:31.360 --> 00:49:31.900morning to make sure00:49:31.920 --> 00:49:33.001everything was good and00:49:33.161 --> 00:49:34.440every day the engineer the00:49:34.460 --> 00:49:35.342guy in charge of the00:49:35.422 --> 00:49:36.942Wendy's locations and the00:49:37.081 --> 00:49:38.442owner owned like 55 of them00:49:38.882 --> 00:49:39.822would be like who wants00:49:39.882 --> 00:49:41.043coffee and I didn't drink00:49:41.083 --> 00:49:42.623coffee but he felt I saw00:49:42.663 --> 00:49:43.603him he felt bad that he00:49:43.643 --> 00:49:45.063wasn't giving me he gave00:49:45.103 --> 00:49:46.224all my guys and girls stuff00:49:46.244 --> 00:49:47.304he wasn't giving me something00:49:47.923 --> 00:49:48.264And I was like,00:49:48.364 --> 00:49:48.985I got to be honest with you.00:49:49.045 --> 00:49:50.204I can't drink hot drinks.00:49:50.405 --> 00:49:51.626I got a really sensitive tongue, guys.00:49:51.666 --> 00:49:52.206What can I say?00:49:52.726 --> 00:49:53.507So I said, you know what?00:49:53.668 --> 00:49:55.027I don't mind coffee ice cream.00:49:55.108 --> 00:49:56.409What if you threw a Frosty00:49:56.929 --> 00:49:58.070and coffee ice cream00:49:58.110 --> 00:49:59.550together and that would00:49:59.610 --> 00:50:00.891cool it off and then I'm happy.00:50:01.251 --> 00:50:01.592Honestly,00:50:01.652 --> 00:50:03.012I told him to do it just so he'd00:50:03.213 --> 00:50:04.574give me something just so00:50:04.614 --> 00:50:05.755he'd not feel that bad.00:50:05.934 --> 00:50:06.375He did it.00:50:06.755 --> 00:50:07.235I tried it.00:50:07.536 --> 00:50:08.096It was great.00:50:08.235 --> 00:50:09.097We made a bit about it on00:50:09.137 --> 00:50:09.777the morning show.00:50:10.157 --> 00:50:11.617People started ordering it00:50:11.918 --> 00:50:12.759at different Wendy's.00:50:12.798 --> 00:50:12.958Look,00:50:12.978 --> 00:50:16.081because I gave it a name and I called00:50:16.121 --> 00:50:17.322it the Frosty Chino.00:50:17.782 --> 00:50:19.603now people started ordering00:50:19.623 --> 00:50:20.543it that three-day weekend00:50:20.563 --> 00:50:21.402they started making it and00:50:21.422 --> 00:50:21.983they're like I don't know00:50:22.003 --> 00:50:23.023we'll charge a buck and00:50:23.043 --> 00:50:23.744then oh by the way the00:50:23.824 --> 00:50:25.123owner was smart he pivoted00:50:25.204 --> 00:50:27.184on a dime and said every00:50:27.224 --> 00:50:29.266Frosty Chino a dollar from00:50:29.286 --> 00:50:30.065it will charge two bucks00:50:30.166 --> 00:50:31.045every dollar is going to go00:50:31.085 --> 00:50:32.005for the the total because00:50:32.025 --> 00:50:32.806we wanted the total for the00:50:32.827 --> 00:50:33.726American Red Cross the big00:50:33.766 --> 00:50:34.967reveal to be big and he was00:50:35.007 --> 00:50:36.128in on that he got it and he00:50:36.188 --> 00:50:37.047owned a bunch of locations00:50:37.487 --> 00:50:38.447well it went so well people00:50:38.467 --> 00:50:40.088were asking about it after that weekend00:50:40.588 --> 00:50:42.130And he was on the advisory00:50:42.170 --> 00:50:43.010board for Wendy's,00:50:43.050 --> 00:50:44.190like the franchisee board.00:50:44.230 --> 00:50:45.251He's like, here's something.00:50:45.291 --> 00:50:46.771That's how things wind up on the menu.00:50:46.831 --> 00:50:48.231Somebody says something and they try it.00:50:48.612 --> 00:50:50.452They tested it out for three00:50:50.492 --> 00:50:51.992months or whatever, and it failed.00:50:52.393 --> 00:50:52.833Eh, whatever.00:50:52.853 --> 00:50:53.552I wasn't getting a nickel00:50:53.572 --> 00:50:54.673per Frosty Chino anyway.00:50:55.253 --> 00:50:56.393Six, seven years later,00:50:56.554 --> 00:50:57.454I'm now living in South00:50:57.474 --> 00:50:59.554Carolina doing my prereqs for PT school.00:50:59.974 --> 00:51:02.315What do I see a TV commercial for?00:51:02.755 --> 00:51:04.416The Frosty Chino.00:51:04.436 --> 00:51:05.677They even kept the name,00:51:05.996 --> 00:51:07.538which I want to circle back to.00:51:09.480 --> 00:51:10.820If someone had to drive up00:51:10.840 --> 00:51:12.041to a drive-thru window and00:51:12.081 --> 00:51:13.503talk in a little squawk box and be like,00:51:13.824 --> 00:51:14.623can I have that thing,00:51:14.664 --> 00:51:15.925the radio guy with the ice00:51:15.985 --> 00:51:16.905cream and the coffee?00:51:17.246 --> 00:51:17.907I gave it a name.00:51:18.307 --> 00:51:19.849I learned that as a lesson really well,00:51:20.048 --> 00:51:20.228right?00:51:20.590 --> 00:51:22.251Look at what I just had both of you do.00:51:22.530 --> 00:51:24.253In the beginning of my podcast,00:51:24.293 --> 00:51:26.494I was talking to smart people in PT,00:51:26.534 --> 00:51:27.835people I looked up to and respected.00:51:28.315 --> 00:51:29.396I didn't know how to get00:51:29.456 --> 00:51:31.119them to sort of cut it off.00:51:31.259 --> 00:51:31.878We're done talking.00:51:31.898 --> 00:51:32.579All right, it's the end of it.00:51:32.639 --> 00:51:34.300I didn't want to, it felt disrespectful.00:51:34.862 --> 00:51:35.943So I came up with the parting shot.00:51:37.047 --> 00:51:38.469It has the word parting in it,00:51:38.789 --> 00:51:40.789but it's a positive thing for them.00:51:41.030 --> 00:51:41.871Hey, as we wrap up,00:51:41.911 --> 00:51:42.672what's your parting shot?00:51:42.692 --> 00:51:43.231What do you want to leave00:51:43.251 --> 00:51:44.012with the audience today?00:51:44.592 --> 00:51:45.653It was my egress.00:51:45.713 --> 00:51:47.054Did you guys ever hear of the egress?00:51:48.155 --> 00:51:48.474P.T.00:51:48.514 --> 00:51:51.137Barnum had his sideshow and00:51:51.297 --> 00:51:52.177you pay a ticket and you00:51:52.217 --> 00:51:53.038walk through all these00:51:53.097 --> 00:51:53.878tents and look at the00:51:53.918 --> 00:51:55.260bearded lady and the sword swallower.00:51:55.739 --> 00:51:56.661And you could go backwards00:51:56.721 --> 00:51:57.902and forwards and spend all day.00:51:57.942 --> 00:51:59.222He couldn't get people out.00:51:59.682 --> 00:52:01.344So we had these masses of people.00:52:01.625 --> 00:52:03.425So he put up a sign around this corner,00:52:03.766 --> 00:52:04.646come see the egress.00:52:04.867 --> 00:52:06.989So you turn the corner past a velvet rope,00:52:07.168 --> 00:52:08.710past a bouncer and realized00:52:08.851 --> 00:52:10.851egress in Latin means exit.00:52:11.012 --> 00:52:12.653So you saw the egress and00:52:12.673 --> 00:52:13.333you want to come back00:52:13.353 --> 00:52:14.355through into the beard lady.00:52:14.715 --> 00:52:16.157You got to pay another nickel, my friend.00:52:16.396 --> 00:52:18.679So if you give it a name, it's sort of,00:52:18.858 --> 00:52:20.880it's step one in becoming real.00:52:20.920 --> 00:52:22.101Doesn't mean it's going to be successful,00:52:22.121 --> 00:52:22.181but,00:52:22.702 --> 00:52:24.523But it become the intangible00:52:24.563 --> 00:52:25.706becomes tangible then.00:52:25.786 --> 00:52:27.068So I think Wendy's big error00:52:27.108 --> 00:52:28.028here was not giving in the00:52:28.068 --> 00:52:31.092name matinee prices square00:52:31.132 --> 00:52:32.755hour or something to do with Wendy's.00:52:33.576 --> 00:52:34.197They didn't do that.00:52:34.237 --> 00:52:35.719But again, I think they're devious enough.00:52:35.778 --> 00:52:36.980I think they didn't do that on purpose.00:52:37.139 --> 00:52:38.461So when they reveal the real name,00:52:38.782 --> 00:52:40.605it's got it's not an even bigger wave.00:52:41.032 --> 00:52:41.713gonna release this on the00:52:41.753 --> 00:52:42.753podcast here's what we're00:52:42.773 --> 00:52:43.853doing we're doing this00:52:43.974 --> 00:52:44.974every single thursday00:52:45.375 --> 00:52:46.956thursday morning 8 30 these00:52:46.996 --> 00:52:48.496guys are busy I work from00:52:48.516 --> 00:52:50.376my house um but we're doing00:52:50.416 --> 00:52:50.956this live stream00:52:51.317 --> 00:52:52.018essentially I think the00:52:52.038 --> 00:52:52.858format really is we each00:52:52.898 --> 00:52:53.978bring one topic or idea00:52:53.998 --> 00:52:54.898from the last seven days00:52:54.918 --> 00:52:56.318and then chew on it but00:52:56.338 --> 00:52:57.699then my take isn't the only00:52:57.739 --> 00:52:58.619take we should take maybe00:52:58.639 --> 00:52:59.601it's maybe I'm wrong maybe00:52:59.621 --> 00:53:00.981the opposite so we're doing00:53:01.021 --> 00:53:02.222this I will give people the00:53:02.262 --> 00:53:03.541chance if you want to throw00:53:03.601 --> 00:53:04.922out something that we maybe00:53:05.003 --> 00:53:05.902you want to see on the list00:53:05.922 --> 00:53:06.923you want to put on the batting order00:53:07.483 --> 00:53:08.105Feel free.00:53:08.485 --> 00:53:10.606I'll put the social channels00:53:10.646 --> 00:53:12.686for all of us in the show00:53:12.726 --> 00:53:13.987notes of this podcast episode.00:53:14.268 --> 00:53:15.668So this is where a live stream,00:53:15.869 --> 00:53:16.710if you're going to create00:53:16.750 --> 00:53:18.590marketing for your organization,00:53:18.871 --> 00:53:20.132a live stream of us yakking00:53:20.152 --> 00:53:21.713it up for 55 minutes can00:53:21.733 --> 00:53:22.893become a podcast episode.00:53:23.034 --> 00:53:24.655I can run the transcript through ChatGPT,00:53:24.675 --> 00:53:25.375can become a LinkedIn00:53:25.414 --> 00:53:26.396article to summing everything up.00:53:26.916 --> 00:53:28.778We're doing the trick in public,00:53:28.798 --> 00:53:29.539and we're showing you how00:53:29.579 --> 00:53:30.260we do the trick.00:53:30.340 --> 00:53:30.980It's not a trick.00:53:31.019 --> 00:53:32.561It's actually just best practices.00:53:32.961 --> 00:53:33.722So if there's something you00:53:33.742 --> 00:53:34.603think we should talk about00:53:34.663 --> 00:53:35.704or you want to hear our spin,00:53:36.224 --> 00:53:36.764give it to us.00:53:36.844 --> 00:53:37.766We'd love to give our spin.00:53:38.326 --> 00:53:39.146That was our parting shot.00:53:39.447 --> 00:53:39.987That's all we got.00:53:40.128 --> 00:53:41.268Are we done now?00:53:41.588 --> 00:53:42.969It's not my show.00:53:43.030 --> 00:53:44.592It's a third of our show, but that's good.00:53:44.952 --> 00:53:45.472All right.00:53:45.552 --> 00:53:48.315Next week, same bat channel, same bat time,00:53:48.454 --> 00:53:50.076live on all of our social channels,00:53:50.076 --> 00:53:52.4788.30 Eastern on Thursdays.00:53:52.518 --> 00:53:53.478Gentlemen, thanks for coming aboard.00:53:54.659 --> 00:53:54.880Thank you.