Wendy's: Brilliant or Stupid?!

WEBVTT 00:00:25.455 --> 00:00:27.657 Good morning, gentlemen. 00:00:29.039 --> 00:00:30.199 Tony feels like he's in the middle. 00:00:32.776 --> 00:00:34.356 Joined by my co-host, Tony Maritato, 00:00:34.377 --> 00:00:35.557 Dave Kittle, I'm Drew McKay, 00:00:35.957 --> 00:00:37.759 and this is Breakfast Club PT. 00:00:38.200 --> 00:00:38.719 In the morning, 00:00:38.759 --> 00:00:40.161 when else would you do Breakfast Club? 00:00:40.220 --> 00:00:42.101 It has to be in the morning. 00:00:42.222 --> 00:00:43.243 We have a loaded show, 00:00:43.283 --> 00:00:44.904 so usually I start off with some banter. 00:00:45.223 --> 00:00:46.564 No banter today, gentlemen. 00:00:46.844 --> 00:00:48.106 Let's dive right into this. 00:00:48.767 --> 00:00:50.027 And the first one I want to bring up, 00:00:50.148 --> 00:00:51.768 I like, and I think Tony likes, 00:00:51.789 --> 00:00:52.749 and I think Dave likes, 00:00:52.868 --> 00:00:54.229 we look for the edges. 00:00:54.670 --> 00:00:56.112 We look for threads to pull. 00:00:56.451 --> 00:00:58.033 When people are really, really mad... 00:00:59.152 --> 00:01:00.073 I want to know why. 00:01:00.093 --> 00:01:02.293 And I want to go, but is it like that? 00:01:02.454 --> 00:01:03.835 So the first one, 00:01:03.975 --> 00:01:06.814 there was some rage and we 00:01:06.855 --> 00:01:07.816 can get into whether the 00:01:07.855 --> 00:01:09.195 rage is planned or not, 00:01:09.215 --> 00:01:11.397 because sometimes rage is planned. 00:01:12.117 --> 00:01:13.718 But a situation with 00:01:14.018 --> 00:01:14.977 everybody's favorite 00:01:15.058 --> 00:01:16.959 redhead popped up just this week. 00:01:17.938 --> 00:01:20.399 Loving the pigtails, Wendy's. 00:01:20.679 --> 00:01:23.641 And here's an excerpt from a 00:01:23.680 --> 00:01:24.361 press release. 00:01:25.602 --> 00:01:26.481 It had come out. 00:01:26.962 --> 00:01:27.162 Well, 00:01:27.962 --> 00:01:29.683 they released a statement saying that 00:01:29.724 --> 00:01:31.224 their digital menu boards 00:01:31.543 --> 00:01:33.105 could allow them to change 00:01:33.185 --> 00:01:34.406 menu offerings at different 00:01:34.445 --> 00:01:36.546 times of the day and offer 00:01:36.587 --> 00:01:37.947 discounts and value offers 00:01:38.028 --> 00:01:38.867 to their customers. 00:01:39.647 --> 00:01:40.588 Now, this is a response. 00:01:41.417 --> 00:01:42.858 Because there were so many 00:01:42.977 --> 00:01:45.778 media reports that took this idea, 00:01:45.799 --> 00:01:48.301 and I think if this is sort 00:01:48.320 --> 00:01:49.620 of a faux pas where Wendy's 00:01:49.661 --> 00:01:50.462 might have went wrong, 00:01:50.501 --> 00:01:54.903 but maybe they're geniuses, the media, 00:01:55.004 --> 00:01:56.185 the media, we're the media, 00:01:56.224 --> 00:01:56.784 you're the media, 00:01:57.125 --> 00:01:57.944 sort of twisted it and then 00:01:57.965 --> 00:02:00.667 threw the words surge pricing on it. 00:02:01.737 --> 00:02:03.260 which is very familiar 00:02:03.299 --> 00:02:04.462 terminology if you've ever 00:02:04.641 --> 00:02:07.085 used an Uber or Lyft, right? 00:02:07.146 --> 00:02:09.550 And people understand supply and demand. 00:02:10.110 --> 00:02:12.555 And for some reason though, psychology, 00:02:12.974 --> 00:02:14.296 we sort of don't have beef with it. 00:02:15.164 --> 00:02:16.346 When it's for Ubers, because we're like, 00:02:16.366 --> 00:02:16.485 well, 00:02:16.526 --> 00:02:17.687 there's people out there and there's 00:02:17.806 --> 00:02:19.046 a big demand and they 00:02:19.068 --> 00:02:19.747 should get paid more 00:02:19.788 --> 00:02:21.429 because we need more drivers. 00:02:21.729 --> 00:02:23.710 But as soon as it's shifted to food, 00:02:24.491 --> 00:02:25.632 fast food in particular, 00:02:26.072 --> 00:02:28.913 people lost their minds. 00:02:29.074 --> 00:02:30.094 So let's just do a first 00:02:30.134 --> 00:02:32.635 take round on the situation 00:02:32.656 --> 00:02:33.477 because this thing played 00:02:33.556 --> 00:02:35.057 out rather quickly. 00:02:35.617 --> 00:02:37.359 The idea came out, and then, of course, 00:02:37.780 --> 00:02:38.961 now that there's no 00:02:39.040 --> 00:02:40.301 distance between the 00:02:40.361 --> 00:02:41.543 customer and them 00:02:41.603 --> 00:02:42.864 transmitting their messages 00:02:43.304 --> 00:02:44.865 of approval or disapproval. 00:02:45.586 --> 00:02:46.326 Initial reaction, 00:02:46.407 --> 00:02:48.247 first take from the situation. 00:02:48.307 --> 00:02:50.050 Tony, I'll give mine. 00:02:50.169 --> 00:02:51.431 My initial reaction was I 00:02:51.471 --> 00:02:52.531 loved it because it 00:02:52.632 --> 00:02:54.332 confirmed my biases that 00:02:54.473 --> 00:02:56.133 everybody should be doing this. 00:02:56.193 --> 00:02:57.354 We live in a day and age 00:02:57.395 --> 00:02:58.937 that we don't have to wait. 00:02:59.597 --> 00:03:01.237 we can make changes instantly. 00:03:01.277 --> 00:03:03.378 And the more agile a business can become, 00:03:03.899 --> 00:03:05.500 the better their service. 00:03:05.539 --> 00:03:06.721 The whole idea behind surge 00:03:06.741 --> 00:03:08.822 pricing for Uber is if we 00:03:08.882 --> 00:03:10.263 don't raise prices when 00:03:10.282 --> 00:03:11.383 there's high demand, 00:03:11.883 --> 00:03:14.164 we can't serve the people that need it. 00:03:14.224 --> 00:03:15.985 Plus we lose the capacity. 00:03:16.286 --> 00:03:17.926 So I think it was an awesome idea. 00:03:17.986 --> 00:03:18.768 I think it was perfect. 00:03:19.231 --> 00:03:20.252 I also want to give a nod to 00:03:20.312 --> 00:03:21.894 Tony because you threw out 00:03:21.954 --> 00:03:23.675 a suggestion or a question 00:03:23.735 --> 00:03:25.155 to people in a Facebook 00:03:25.175 --> 00:03:27.757 group or online about this 00:03:28.116 --> 00:03:29.177 for healthcare and in 00:03:29.217 --> 00:03:30.478 particular physical therapy. 00:03:30.518 --> 00:03:32.278 This was a couple of weeks ago. 00:03:32.299 --> 00:03:33.979 And I remember I said, yes. 00:03:34.681 --> 00:03:35.941 And the idea there was, 00:03:36.542 --> 00:03:38.562 is a Tuesday at one o'clock 00:03:38.603 --> 00:03:40.183 in the afternoon time slot 00:03:40.204 --> 00:03:40.824 with your physical 00:03:40.864 --> 00:03:42.544 therapist or healthcare provider, 00:03:43.545 --> 00:03:45.447 is that more or less valuable than 00:03:46.235 --> 00:03:48.816 then one may be at 8.30 a.m. 00:03:48.836 --> 00:03:51.236 before work or 5.45 after work, 00:03:51.717 --> 00:03:53.617 and people pay for access. 00:03:53.657 --> 00:03:55.859 People pay extra for value. 00:03:55.899 --> 00:03:57.199 This is an upsell. 00:03:57.219 --> 00:03:58.500 So you had thrown that out, 00:03:58.699 --> 00:04:00.360 and it was met with similar 00:04:01.502 --> 00:04:02.421 two ends of the bell curve, 00:04:02.641 --> 00:04:06.463 absolute rage and absolute love. 00:04:06.524 --> 00:04:07.943 So a nod to Tony for sort of 00:04:08.343 --> 00:04:08.905 predicting that. 00:04:08.965 --> 00:04:10.625 Dave, first take on Wendy's, 00:04:10.685 --> 00:04:11.725 everybody's favorite redhead. 00:04:13.540 --> 00:04:14.042 I love it. 00:04:14.662 --> 00:04:16.343 I think it's it's certainly interesting. 00:04:16.603 --> 00:04:18.524 And I don't know why people 00:04:18.564 --> 00:04:20.043 get upset when Uber did it, 00:04:20.163 --> 00:04:21.944 or at least people did 00:04:21.964 --> 00:04:23.026 people get upset when Uber 00:04:23.065 --> 00:04:24.206 first started it or when 00:04:24.225 --> 00:04:25.307 they first started it. 00:04:25.567 --> 00:04:27.927 But then they sort of so keep going. 00:04:27.968 --> 00:04:28.228 But yeah, 00:04:28.247 --> 00:04:29.649 I think there was initial rage 00:04:29.668 --> 00:04:30.348 and then a long tail. 00:04:31.358 --> 00:04:32.259 Yeah, I was going to ask, like, 00:04:32.459 --> 00:04:34.240 is the outrage with Wendy's 00:04:34.540 --> 00:04:36.221 more than what it was with Uber? 00:04:36.300 --> 00:04:39.483 Because, I mean, a lot of people use Uber, 00:04:39.543 --> 00:04:40.923 but is Wendy's more 00:04:41.163 --> 00:04:42.504 ubiquitous and more people use it? 00:04:42.524 --> 00:04:42.845 Of course, 00:04:43.384 --> 00:04:46.586 food and food is like a right as 00:04:46.646 --> 00:04:48.267 opposed to Uber where it's 00:04:48.307 --> 00:04:49.569 like a nice to have and 00:04:49.668 --> 00:04:52.271 like it's more of like, I don't know, 00:04:52.331 --> 00:04:53.732 like an upgrade of life kind of thing. 00:04:53.752 --> 00:04:54.031 I don't know. 00:04:54.456 --> 00:04:54.896 I don't know. 00:04:54.916 --> 00:04:56.358 I think it touched a nerve 00:04:56.377 --> 00:04:57.257 because it was food. 00:04:57.338 --> 00:04:59.559 I think people, rightfully so also, 00:04:59.598 --> 00:05:00.540 we're all agree with like, well, 00:05:00.560 --> 00:05:01.399 people with low income, 00:05:01.420 --> 00:05:03.180 that could be one of their food sources. 00:05:03.521 --> 00:05:04.442 I would also counter with, 00:05:04.901 --> 00:05:06.101 there are other things like 00:05:06.742 --> 00:05:09.644 Golden Arches and BK and 00:05:09.764 --> 00:05:10.963 KFC and Taco Bell. 00:05:11.524 --> 00:05:13.125 But with Uber, there was Lyft, 00:05:13.204 --> 00:05:13.946 but there are also these 00:05:13.966 --> 00:05:15.326 things in New York anyway, 00:05:15.365 --> 00:05:16.067 they're yellow and they 00:05:16.086 --> 00:05:16.887 drive around all over the place. 00:05:17.226 --> 00:05:18.887 So there are alternatives. 00:05:19.007 --> 00:05:19.927 And this is a free market. 00:05:20.048 --> 00:05:20.829 If you don't like it, 00:05:22.485 --> 00:05:24.307 There's the option. 00:05:25.487 --> 00:05:26.908 So I don't know. 00:05:27.509 --> 00:05:28.810 I remember a little bit 00:05:28.870 --> 00:05:31.011 foggy-wise when Uber announced this, 00:05:31.050 --> 00:05:32.151 but then it was sort of like, listen, 00:05:32.170 --> 00:05:33.612 this is so we can pay our drivers. 00:05:33.791 --> 00:05:35.112 So they pointed to a human, 00:05:35.273 --> 00:05:36.673 and then people were like, oh, okay. 00:05:37.074 --> 00:05:38.735 Well, drivers are people, and we're people, 00:05:38.754 --> 00:05:40.096 so we like people, not companies. 00:05:40.884 --> 00:05:41.064 Yeah, 00:05:41.144 --> 00:05:42.466 and I think there's more history 00:05:42.545 --> 00:05:43.665 behind Wendy's. 00:05:43.745 --> 00:05:45.887 As soon as Jimmy said the word change, 00:05:46.427 --> 00:05:48.048 like everything after that 00:05:48.168 --> 00:05:48.968 goes out the window. 00:05:49.028 --> 00:05:51.468 Nobody here is the rest of the story. 00:05:52.809 --> 00:05:54.189 One of my favorite now, 00:05:54.430 --> 00:05:55.509 he's been somewhat 00:05:55.569 --> 00:05:57.071 discredited from what I 00:05:57.110 --> 00:05:58.690 heard in some of the articles that I read, 00:05:58.750 --> 00:06:00.112 but I remember years ago. 00:06:00.971 --> 00:06:03.074 reading and looking at Ted 00:06:03.113 --> 00:06:04.415 talks about pricing 00:06:04.475 --> 00:06:07.415 psychology and communication, Dan, 00:06:07.997 --> 00:06:09.798 and I know Dave, you know, this Dan, 00:06:09.817 --> 00:06:11.838 a really a rally, 00:06:12.620 --> 00:06:13.439 you know what I'm talking about? 00:06:13.459 --> 00:06:13.680 Okay. 00:06:15.341 --> 00:06:18.023 He was a professor somewhere, 00:06:18.043 --> 00:06:19.463 did all this research. 00:06:19.504 --> 00:06:20.665 And basically he talks about 00:06:20.764 --> 00:06:23.086 like the whole idea behind, you know, 00:06:23.105 --> 00:06:24.706 if somebody wants me to 00:06:24.747 --> 00:06:25.706 drive them to the airport 00:06:26.187 --> 00:06:27.067 and it's a friend of mine 00:06:27.127 --> 00:06:28.189 or a family member, 00:06:28.649 --> 00:06:29.970 like I'm happy to do it. 00:06:30.029 --> 00:06:32.490 I'm doing it for the reward of, you know, 00:06:32.870 --> 00:06:34.132 feeling good about doing 00:06:34.192 --> 00:06:35.312 something nice for somebody. 00:06:35.793 --> 00:06:37.074 But if somebody says, 00:06:37.274 --> 00:06:39.456 I'm going to pay you $10, well, no, 00:06:39.615 --> 00:06:41.137 it's never worth $10 to 00:06:41.278 --> 00:06:42.499 drive somebody to the airport. 00:06:42.538 --> 00:06:43.720 And it turns it into this 00:06:43.779 --> 00:06:46.882 transactional relationship now, 00:06:46.942 --> 00:06:48.624 and it devalues everything. 00:06:49.543 --> 00:06:50.524 And I think when you look at 00:06:50.564 --> 00:06:52.605 this whole Wendy's pricing thing, again, 00:06:52.706 --> 00:06:54.346 it's like chicken or the egg. 00:06:54.646 --> 00:06:57.228 So are we discounting making a happy hour? 00:06:57.288 --> 00:06:58.629 And Jimmy brought this point up. 00:06:58.810 --> 00:06:59.389 It's the reverse. 00:06:59.449 --> 00:07:01.872 Discounting underutilized time, 00:07:01.971 --> 00:07:03.492 which sounds amazing, 00:07:03.973 --> 00:07:06.233 to incentivize more customers to come. 00:07:06.473 --> 00:07:08.596 Or are we, quote, penalizing... 00:07:09.136 --> 00:07:10.637 People, when we're too busy, 00:07:10.716 --> 00:07:13.517 are we gouging the consumer, you know, 00:07:13.677 --> 00:07:14.817 and this is where, again, 00:07:15.278 --> 00:07:16.478 not to bring politics in, 00:07:16.538 --> 00:07:19.839 but you bring in the whole gouging laws. 00:07:20.180 --> 00:07:20.761 And, you know, 00:07:20.841 --> 00:07:22.980 when there was a hurricane or COVID, 00:07:23.021 --> 00:07:24.442 when there was the pandemic 00:07:24.541 --> 00:07:25.562 and people were buying 00:07:25.822 --> 00:07:27.663 alcohol and charging 00:07:27.802 --> 00:07:29.244 outrageous rates for it. 00:07:30.168 --> 00:07:30.988 I don't know. 00:07:31.028 --> 00:07:32.290 Where do you draw the line 00:07:32.331 --> 00:07:33.632 between doing what's right 00:07:33.692 --> 00:07:34.913 for the consumer and the 00:07:34.954 --> 00:07:37.156 business versus actually 00:07:37.216 --> 00:07:39.180 taking advantage of a negative situation? 00:07:40.221 --> 00:07:41.202 I like how with the physical 00:07:41.223 --> 00:07:43.204 therapy comparison, how Tony yesterday, 00:07:43.485 --> 00:07:45.326 or I think it was yesterday, wrote about, 00:07:45.485 --> 00:07:46.867 and Tony has mentioned this, by the way, 00:07:47.427 --> 00:07:48.387 like at least on and off 00:07:48.408 --> 00:07:49.267 for at least a couple of 00:07:49.288 --> 00:07:50.749 years about charging, 00:07:50.829 --> 00:07:52.050 either charging more for Monday, 00:07:52.089 --> 00:07:53.951 Wednesday, Friday, outpatient PT, 00:07:54.432 --> 00:07:55.451 or charging less, 00:07:55.492 --> 00:07:57.134 like either charge more. 00:07:57.173 --> 00:07:58.314 And I think Tony had 00:07:58.353 --> 00:08:00.755 different phrases of like, I don't know, 00:08:01.016 --> 00:08:03.137 like busy hours or something like that, 00:08:03.156 --> 00:08:04.197 or popular hours, 00:08:04.658 --> 00:08:06.238 or charging less of a fee 00:08:06.339 --> 00:08:08.201 for Tuesday and Thursday afternoon. 00:08:08.641 --> 00:08:09.682 We all know that it is 00:08:09.742 --> 00:08:10.622 busier in a lot of 00:08:10.641 --> 00:08:11.783 outpatient clinics in most 00:08:11.822 --> 00:08:12.423 across the country, 00:08:12.444 --> 00:08:13.925 even the ones in Jersey and 00:08:13.964 --> 00:08:15.386 Brooklyn where I've been Monday, 00:08:15.406 --> 00:08:16.786 Wednesday, Friday in the mornings. 00:08:17.427 --> 00:08:19.108 And it depends on how you frame it. 00:08:19.148 --> 00:08:20.249 Like you said, Tony, like, 00:08:20.790 --> 00:08:22.651 is it more expensive on Monday, Wednesday, 00:08:22.690 --> 00:08:23.732 Friday and you charge 00:08:24.632 --> 00:08:25.713 Like an extra surcharge? 00:08:26.353 --> 00:08:27.314 Or do you say that it's 00:08:27.415 --> 00:08:28.755 discounted if you're 00:08:28.795 --> 00:08:31.557 Tuesday afternoon or Thursday afternoon? 00:08:31.637 --> 00:08:33.519 And it really just depends on the framing. 00:08:33.580 --> 00:08:34.921 I mean, I think at the end of the day, 00:08:34.980 --> 00:08:35.802 some folks are going to 00:08:36.142 --> 00:08:37.864 have some rash reaction to 00:08:37.903 --> 00:08:38.543 something like this, 00:08:38.884 --> 00:08:40.306 but I think the framing can also help. 00:08:40.686 --> 00:08:42.128 So this is where now I want 00:08:42.148 --> 00:08:43.149 to go one level deeper. 00:08:43.188 --> 00:08:43.889 It's like inception. 00:08:43.909 --> 00:08:44.750 I want to go with the dream 00:08:44.770 --> 00:08:45.490 within the dream. 00:08:45.731 --> 00:08:47.734 Was this a gaffe by Wendy's 00:08:47.894 --> 00:08:49.054 or is this genius? 00:08:49.174 --> 00:08:50.356 And here's where I just I'll 00:08:50.397 --> 00:08:51.798 peel back one layer of the onion. 00:08:52.678 --> 00:08:54.821 These pricing models exist 00:08:55.581 --> 00:08:56.803 right now in your town. 00:08:57.884 --> 00:08:59.025 Wendy's just came out and 00:08:59.046 --> 00:08:59.586 they said they were going 00:08:59.606 --> 00:09:00.427 to do it a different paradigm. 00:09:00.447 --> 00:09:01.048 They were going to do it in 00:09:01.067 --> 00:09:01.589 different industry. 00:09:02.386 --> 00:09:04.889 You ever go to a movie at 7 p.m.? 00:09:05.188 --> 00:09:07.190 You pay one price to see the new Top Gun. 00:09:07.750 --> 00:09:09.511 You go to that movie at 1 in 00:09:09.552 --> 00:09:10.131 the afternoon. 00:09:10.692 --> 00:09:11.773 You pay a different price. 00:09:12.092 --> 00:09:13.533 That's called a matinee, my friends. 00:09:14.294 --> 00:09:17.437 You want an IPA at 5 o'clock 00:09:17.476 --> 00:09:18.758 in the afternoon right after work? 00:09:18.798 --> 00:09:19.577 You pay one price. 00:09:19.899 --> 00:09:20.938 You want to go there and get 00:09:20.958 --> 00:09:23.500 the IPA at 9 o'clock for the IPA? 00:09:23.801 --> 00:09:24.422 That's a different price. 00:09:24.621 --> 00:09:25.841 We call that happy hour. 00:09:26.243 --> 00:09:26.342 Now, 00:09:26.403 --> 00:09:28.303 if you read what they were actually 00:09:28.364 --> 00:09:29.184 saying again – and, again, 00:09:29.205 --> 00:09:32.518 this is a response to their response – 00:09:32.518 --> 00:09:34.639 Someone grabbed it and said surge pricing. 00:09:34.698 --> 00:09:35.818 What Wendy's was saying, 00:09:36.739 --> 00:09:38.460 what I read it after I, again, 00:09:38.580 --> 00:09:39.600 sift through the rage, 00:09:39.620 --> 00:09:40.539 because all three of us 00:09:40.600 --> 00:09:41.841 love to watch the rage, and then we go, 00:09:41.860 --> 00:09:43.160 well, what's the actual story? 00:09:43.181 --> 00:09:45.341 These guys are not dumb, right? 00:09:46.981 --> 00:09:48.403 So what I think they were 00:09:48.423 --> 00:09:50.383 actually proposing was happy hour. 00:09:50.523 --> 00:09:53.063 They were saying, if we have a low time, 00:09:53.104 --> 00:09:55.205 but we're paying our staff to be here, 00:09:55.524 --> 00:09:56.585 and we have inventory, 00:09:56.924 --> 00:09:58.525 let's move some square burgers, baby. 00:09:59.365 --> 00:10:00.186 So if we're dead, 00:10:00.667 --> 00:10:03.727 we now can tweet out dollar 00:10:03.748 --> 00:10:05.889 burgers off in a geo-fenced 00:10:06.009 --> 00:10:07.250 area to move product. 00:10:07.750 --> 00:10:09.250 That's actually helping people. 00:10:09.850 --> 00:10:11.792 So I think, in my mind, 00:10:12.312 --> 00:10:13.653 the rage is unfounded, 00:10:14.234 --> 00:10:16.154 but I'm going to go even one layer deep. 00:10:16.674 --> 00:10:17.414 Here's the thing. 00:10:17.815 --> 00:10:18.916 They didn't give it a name. 00:10:20.236 --> 00:10:21.616 It sounds really dumb, 00:10:22.138 --> 00:10:23.697 but if you read all the releases, 00:10:24.739 --> 00:10:26.279 Uber called it surge pricing. 00:10:27.044 --> 00:10:27.264 Right. 00:10:27.544 --> 00:10:28.686 And I learned this in radio. 00:10:28.926 --> 00:10:30.167 If you want to do a bit or 00:10:30.187 --> 00:10:31.528 something recurring on your show, 00:10:31.927 --> 00:10:33.168 the first bit of advice I 00:10:33.208 --> 00:10:35.370 got was give it a name 00:10:35.389 --> 00:10:37.412 because now it's a thing. 00:10:38.172 --> 00:10:38.972 They never named it. 00:10:41.134 --> 00:10:41.474 What's that? 00:10:41.933 --> 00:10:42.774 You're saying it's a gap 00:10:42.794 --> 00:10:43.554 then if they didn't name it. 00:10:44.015 --> 00:10:45.596 I don't know because they're 00:10:45.636 --> 00:10:46.397 definitely getting some. 00:10:46.576 --> 00:10:47.158 I mean, you know, 00:10:47.437 --> 00:10:48.678 go to go to the trending 00:10:48.719 --> 00:10:50.659 now on Twitter or any of those things. 00:10:50.679 --> 00:10:51.660 They're getting buzz out of it. 00:10:51.681 --> 00:10:52.760 And there's no press like 00:10:52.801 --> 00:10:53.841 bad press because this is 00:10:53.861 --> 00:10:54.442 going to happen. 00:10:54.581 --> 00:10:55.322 This is happening. 00:10:56.174 --> 00:10:58.017 But here we go one level deeper. 00:10:58.517 --> 00:11:00.339 Could this be – if you want 00:11:00.359 --> 00:11:02.682 to build 1,000 houses in your town, 00:11:03.081 --> 00:11:04.062 you go to the board and you 00:11:04.082 --> 00:11:05.664 tell them you want to build 5,000 houses, 00:11:05.705 --> 00:11:07.025 and you let them talk you down to 1,000. 00:11:07.025 --> 00:11:10.109 So could this be the initial 00:11:10.190 --> 00:11:12.051 splash to ride the wave? 00:11:12.611 --> 00:11:13.873 I don't – this is – 00:11:14.754 --> 00:11:17.134 This is a great like this is 00:11:17.173 --> 00:11:17.654 something to have a 00:11:17.695 --> 00:11:18.914 conspiracy theory about. 00:11:19.014 --> 00:11:20.254 Is this an accident or is 00:11:20.274 --> 00:11:21.495 this on purpose for Wendy's? 00:11:22.075 --> 00:11:24.015 But my my hot my bottom line 00:11:24.035 --> 00:11:25.196 take is there. 00:11:25.336 --> 00:11:27.456 This is happy hour for burgers and fries. 00:11:27.615 --> 00:11:28.375 That's what this is. 00:11:29.136 --> 00:11:30.616 Their job is to get people 00:11:30.657 --> 00:11:32.216 to like them and buy stuff from them. 00:11:32.356 --> 00:11:34.998 This is not this is not an accident. 00:11:35.038 --> 00:11:35.778 This is on purpose. 00:11:35.977 --> 00:11:36.538 Every step. 00:11:37.197 --> 00:11:37.577 I don't know. 00:11:37.638 --> 00:11:38.677 But these guys at this level 00:11:38.717 --> 00:11:40.078 don't screw up that bad. 00:11:40.139 --> 00:11:42.298 So my guess is they knew it was happening. 00:11:42.739 --> 00:11:43.979 And by you raging, 00:11:43.999 --> 00:11:44.600 they're playing into it. 00:11:45.259 --> 00:11:47.039 I would go back to last week's episode, 00:11:47.080 --> 00:11:48.140 Winston Churchill, 00:11:48.301 --> 00:11:50.120 never let a good crisis go to waste. 00:11:50.761 --> 00:11:52.162 I don't think it was intentional. 00:11:52.221 --> 00:11:54.003 I think somebody who just 00:11:54.102 --> 00:11:56.263 was so deep into it said, hey, 00:11:56.302 --> 00:11:57.303 this would be awesome. 00:11:57.464 --> 00:11:59.384 Let's put up a digital board. 00:11:59.443 --> 00:12:00.745 Let's change prices. 00:12:00.804 --> 00:12:02.345 Let's make it more 00:12:02.404 --> 00:12:03.666 attractive for consumers to 00:12:03.706 --> 00:12:05.385 come when we don't have 00:12:06.265 --> 00:12:07.047 other customers there. 00:12:07.407 --> 00:12:08.506 I told my person, 00:12:08.547 --> 00:12:10.707 so I go to Great Clips to get a haircut. 00:12:11.721 --> 00:12:13.903 I tell every single woman 00:12:13.942 --> 00:12:14.802 that cuts my hair, 00:12:14.863 --> 00:12:17.225 it's mostly women at Great Clips, look, 00:12:17.384 --> 00:12:19.667 if you guys would just send me a text, 00:12:19.787 --> 00:12:22.509 create your own list, send me a text, say, 00:12:22.668 --> 00:12:23.669 hey, I'm sitting here, 00:12:23.690 --> 00:12:24.529 there's nobody here, 00:12:24.549 --> 00:12:26.331 I'll give you a dollar off. 00:12:26.951 --> 00:12:28.332 or I'll get you in right now, 00:12:28.952 --> 00:12:30.193 I would come every time. 00:12:30.354 --> 00:12:31.754 And this is exactly what 00:12:31.794 --> 00:12:32.916 Wendy's was trying to do. 00:12:33.355 --> 00:12:34.876 So in your mind, in my mind, 00:12:34.937 --> 00:12:37.038 in our collective minds, we're like, 00:12:37.158 --> 00:12:38.058 this is amazing. 00:12:38.139 --> 00:12:39.178 We're offering value. 00:12:39.198 --> 00:12:40.279 We're helping the consumer. 00:12:40.320 --> 00:12:41.681 We're doing all these great things. 00:12:42.240 --> 00:12:43.282 But just like... 00:12:44.101 --> 00:12:45.241 Winston Churchill said. 00:12:45.322 --> 00:12:46.363 I think, one, 00:12:46.643 --> 00:12:48.923 the person who wrote the bit said, hey, 00:12:48.984 --> 00:12:49.943 this is too boring. 00:12:50.364 --> 00:12:51.585 We can't promote Wendy's for 00:12:51.605 --> 00:12:52.504 doing something nice. 00:12:52.985 --> 00:12:54.466 Let's light the fire and get 00:12:54.605 --> 00:12:56.125 some attention on this. 00:12:56.186 --> 00:12:57.886 We're going to turn it to surge pricing. 00:12:57.907 --> 00:12:59.346 We're going to crucify 00:12:59.447 --> 00:13:01.107 Wendy's for raising prices, 00:13:01.148 --> 00:13:02.327 not lowering them. 00:13:02.908 --> 00:13:04.249 And that got more attention 00:13:04.288 --> 00:13:05.869 for the media that they were pushing out. 00:13:05.908 --> 00:13:07.649 Their article is going to get more shares. 00:13:07.690 --> 00:13:09.070 They're going to get more eyeballs, 00:13:09.149 --> 00:13:10.051 sell more ads. 00:13:10.910 --> 00:13:12.513 I think it was an innocent 00:13:12.753 --> 00:13:14.294 kind of decision on Wendy's 00:13:14.335 --> 00:13:16.317 part that got turned upside 00:13:16.356 --> 00:13:18.038 down by the media company. 00:13:18.899 --> 00:13:19.198 Yeah. 00:13:19.620 --> 00:13:21.361 In terms of genius or gift, Tony, 00:13:21.381 --> 00:13:21.881 do you think that they 00:13:21.902 --> 00:13:23.504 should come back out and name it? 00:13:23.543 --> 00:13:24.203 Do you think they should 00:13:24.225 --> 00:13:24.985 come back out and say, 00:13:26.267 --> 00:13:28.148 like discounted something? 00:13:28.168 --> 00:13:28.469 I don't know. 00:13:28.489 --> 00:13:29.529 Discounted window, 00:13:29.549 --> 00:13:32.452 discounted burgers or 00:13:32.513 --> 00:13:34.254 something that is framing a 00:13:34.294 --> 00:13:34.695 different length? 00:13:34.928 --> 00:13:36.409 They already ripped off the Band-Aid. 00:13:36.450 --> 00:13:37.230 Why not? 00:13:37.429 --> 00:13:38.649 Absolutely come out with 00:13:38.691 --> 00:13:39.350 something like that. 00:13:39.431 --> 00:13:40.890 Now, I totally forgot. 00:13:41.412 --> 00:13:43.572 Wendy's sells square hamburgers. 00:13:44.472 --> 00:13:45.633 This is right in line. 00:13:45.673 --> 00:13:47.153 They could leverage that to 00:13:47.193 --> 00:13:48.453 say we're different. 00:13:48.815 --> 00:13:50.274 We're not the other two. 00:13:50.754 --> 00:13:52.735 This is how we are different 00:13:52.796 --> 00:13:53.375 from the rest. 00:13:53.615 --> 00:13:54.596 Look at their Twitter feed. 00:13:54.636 --> 00:13:56.116 I mean, their Twitter feed is infamous. 00:13:56.136 --> 00:13:57.418 They just roast people. 00:13:57.437 --> 00:13:58.538 They took the word roast. 00:13:58.577 --> 00:13:59.259 Are you guys familiar with 00:13:59.278 --> 00:13:59.899 their Twitter feed? 00:14:00.379 --> 00:14:01.519 I wish I was on Twitter. 00:14:01.538 --> 00:14:02.460 I made an account and I 00:14:02.500 --> 00:14:03.519 can't get back into it. 00:14:03.539 --> 00:14:05.279 And I haven't taken the time 00:14:05.299 --> 00:14:06.100 to get back on. 00:14:06.519 --> 00:14:08.400 Tony got banned from Twitter. 00:14:08.841 --> 00:14:10.301 Their Twitter feed is infamous. 00:14:10.821 --> 00:14:13.361 It is the opposite of the 00:14:13.402 --> 00:14:14.802 logo that you see, right? 00:14:14.841 --> 00:14:15.942 The logo that you see is 00:14:15.982 --> 00:14:18.102 this redhead with pigtails and sweet. 00:14:18.202 --> 00:14:18.982 And they went with our 00:14:19.003 --> 00:14:21.403 burgers are roasted or whatever. 00:14:21.884 --> 00:14:22.943 So their whole thing is like 00:14:23.004 --> 00:14:24.183 they essentially they have to. 00:14:24.224 --> 00:14:25.004 They have like a team of 00:14:25.044 --> 00:14:26.705 comedians like harsh comedians. 00:14:28.076 --> 00:14:29.517 But they're like the toughest, 00:14:29.677 --> 00:14:30.857 sharpest tongue on the block. 00:14:31.057 --> 00:14:32.719 And it's sort of a juxtaposition, 00:14:32.759 --> 00:14:34.480 but it works because it doesn't work. 00:14:34.620 --> 00:14:36.241 It is the opposite of what 00:14:36.282 --> 00:14:36.961 you would expect. 00:14:37.503 --> 00:14:39.583 So they're going to name it something. 00:14:39.703 --> 00:14:41.085 They probably had the name 00:14:41.284 --> 00:14:42.405 in mind all the time. 00:14:42.706 --> 00:14:43.826 But this is happy hour. 00:14:44.067 --> 00:14:44.967 This is matinee. 00:14:45.288 --> 00:14:46.268 How could you use this? 00:14:46.629 --> 00:14:49.510 I know ideas are like saw blades. 00:14:50.171 --> 00:14:51.130 This is where I come into it. 00:14:51.191 --> 00:14:52.511 This was like the first time 00:14:52.532 --> 00:14:54.312 you heard Guns N' Roses, you were like, 00:14:54.452 --> 00:14:55.673 we can never play this on the radio. 00:14:56.033 --> 00:14:56.953 And then 20 years later, 00:14:56.994 --> 00:14:57.594 it's playing in your 00:14:57.634 --> 00:14:58.674 dentist's office lobby. 00:14:59.174 --> 00:15:00.676 Ideas and songs and concepts 00:15:00.696 --> 00:15:01.535 are like saw blades. 00:15:01.956 --> 00:15:03.856 Sharp in the beginning, but after time, 00:15:03.937 --> 00:15:04.876 they sort of dull and they 00:15:04.897 --> 00:15:05.658 get a little safer. 00:15:06.378 --> 00:15:07.778 This concept is already safe. 00:15:07.818 --> 00:15:09.219 This is happy hour and matinee. 00:15:09.278 --> 00:15:09.980 How could you use it for 00:15:10.019 --> 00:15:10.799 your healthcare business? 00:15:11.279 --> 00:15:13.221 You could easily use it to 00:15:13.240 --> 00:15:13.961 your healthcare business, 00:15:14.062 --> 00:15:14.861 like Dave could say. 00:15:16.177 --> 00:15:17.039 I'm in your neighborhood. 00:15:17.100 --> 00:15:18.604 I know I'm scheduled to see you tomorrow. 00:15:18.663 --> 00:15:20.668 What if I gave you, if I stopped by now, 00:15:20.828 --> 00:15:21.551 we could get that out of 00:15:21.571 --> 00:15:22.854 the way and I could give you a discount. 00:15:23.475 --> 00:15:24.498 And then you'd be paying a 00:15:24.538 --> 00:15:25.360 person an extra day. 00:15:26.109 --> 00:15:27.450 talking about that because 00:15:27.490 --> 00:15:28.910 again this is the these are 00:15:29.010 --> 00:15:30.192 universal concepts so 00:15:30.251 --> 00:15:31.572 applied all businesses 00:15:31.653 --> 00:15:34.054 right um I've always talked 00:15:34.095 --> 00:15:35.275 about mobile therapists 00:15:35.355 --> 00:15:38.057 mobile pts ots if I was in 00:15:38.097 --> 00:15:40.740 the landscaping uh lawn 00:15:40.779 --> 00:15:42.562 cutting business and I had 00:15:42.601 --> 00:15:44.423 a client in a neighborhood 00:15:44.942 --> 00:15:46.345 the first thing I would do 00:15:46.424 --> 00:15:47.164 is I would reach out to 00:15:47.284 --> 00:15:48.206 every single house on the 00:15:48.245 --> 00:15:49.307 block and say look if you 00:15:49.326 --> 00:15:52.269 guys come together you buy a package 00:15:53.774 --> 00:15:54.975 I always think in my head, 00:15:55.155 --> 00:15:56.056 I see the guy on the 00:15:56.096 --> 00:15:57.376 lawnmower starting at the 00:15:57.437 --> 00:15:58.317 end of the block and just 00:15:58.378 --> 00:15:59.999 cutting every lawn in one 00:16:00.058 --> 00:16:01.440 straight line back and forth. 00:16:02.000 --> 00:16:03.341 But the idea is I would 00:16:03.480 --> 00:16:04.922 offer a discount if you 00:16:04.961 --> 00:16:06.222 just got 10 of your 00:16:06.263 --> 00:16:07.383 neighbors together and you 00:16:07.403 --> 00:16:08.663 guys talk to each other and 00:16:08.683 --> 00:16:09.825 you buy in bulk. 00:16:10.345 --> 00:16:11.307 I would do the same thing if 00:16:11.366 --> 00:16:12.388 I was a mobile PT. 00:16:12.807 --> 00:16:14.330 Look, if I'm in an apartment building, 00:16:14.370 --> 00:16:15.672 a condo, a community, 00:16:16.092 --> 00:16:17.453 you get your neighbors together. 00:16:17.695 --> 00:16:18.875 Neighbors that sweat together, 00:16:18.916 --> 00:16:19.616 stick together. 00:16:20.798 --> 00:16:23.402 I would use that tagline. 00:16:24.524 --> 00:16:26.365 And that's exactly what I 00:16:26.385 --> 00:16:27.246 would start doing. 00:16:28.889 --> 00:16:29.769 But real quick for people 00:16:29.809 --> 00:16:30.910 listening to this before we 00:16:30.931 --> 00:16:31.811 hit the next topic. 00:16:32.292 --> 00:16:34.394 So one of the big things 00:16:34.433 --> 00:16:35.754 that therapists always say, 00:16:35.815 --> 00:16:38.356 why you cannot charge different rates. 00:16:38.897 --> 00:16:40.418 First thing is they talk about insurance. 00:16:40.498 --> 00:16:40.719 Well, 00:16:41.178 --> 00:16:42.580 obviously we're talking about cash 00:16:42.620 --> 00:16:44.782 pay clients in a hybrid 00:16:44.822 --> 00:16:46.482 model or in a cash pay model. 00:16:46.743 --> 00:16:47.984 Second thing is they say, well, 00:16:48.105 --> 00:16:49.566 how do you differentiate? 00:16:49.625 --> 00:16:50.206 What do you do? 00:16:51.006 --> 00:16:52.587 I would simply say, look, okay, 00:16:52.768 --> 00:16:54.028 if I'm not going to charge 00:16:54.389 --> 00:16:56.730 more for premium time slots, 00:16:57.552 --> 00:16:59.092 I'll raise the price across the board. 00:16:59.332 --> 00:17:01.955 Every time slot is $350, 00:17:01.955 --> 00:17:03.556 but I'm going to discount the 2 p.m. 00:17:03.596 --> 00:17:04.876 time slots because I have a 00:17:04.916 --> 00:17:07.439 hard time in my clinic selling 2 p.m. 00:17:07.479 --> 00:17:07.779 spots. 00:17:07.839 --> 00:17:09.560 It's before the kids get out of school. 00:17:09.961 --> 00:17:10.761 It's later than my 00:17:10.781 --> 00:17:12.103 geriatrics want to come. 00:17:12.123 --> 00:17:13.063 2 p.m. 00:17:13.182 --> 00:17:14.724 in my clinic is just a dead time. 00:17:15.305 --> 00:17:16.605 But then also what I would 00:17:16.645 --> 00:17:18.205 do is I would just create a membership. 00:17:18.365 --> 00:17:20.267 So you wanna join my membership, 00:17:20.406 --> 00:17:22.428 premium service membership. 00:17:22.528 --> 00:17:23.428 What that does is it gives 00:17:23.468 --> 00:17:26.209 you early access to the schedule. 00:17:26.269 --> 00:17:27.809 You get first access. 00:17:27.829 --> 00:17:30.471 So if you wanna book that 10 a.m. 00:17:30.510 --> 00:17:31.672 Monday, Wednesday, Friday spot, 00:17:32.539 --> 00:17:34.580 Premium members get to choose it first. 00:17:35.260 --> 00:17:35.800 With that, 00:17:35.861 --> 00:17:38.201 you also get access to me through email, 00:17:38.321 --> 00:17:39.582 access to me through text. 00:17:39.622 --> 00:17:40.982 You can call my cell phone. 00:17:41.002 --> 00:17:42.022 You get all of these things. 00:17:42.502 --> 00:17:43.584 Funny thing is every 00:17:43.604 --> 00:17:45.443 therapist watching this probably says, 00:17:45.503 --> 00:17:47.204 well, I already do that stuff for free. 00:17:47.765 --> 00:17:49.286 Yeah, you probably do. 00:17:49.465 --> 00:17:50.306 It's unfortunate, 00:17:50.346 --> 00:17:51.586 but you probably give that 00:17:51.645 --> 00:17:52.807 value away and your client 00:17:52.846 --> 00:17:54.186 doesn't even appreciate it. 00:17:54.666 --> 00:17:56.188 If you want them to recognize it, 00:17:56.228 --> 00:17:57.587 put a price tag on it and 00:17:57.708 --> 00:17:59.088 see how much they appreciate it. 00:17:59.521 --> 00:18:00.982 The first time you do it, it's crazy, 00:18:01.002 --> 00:18:02.383 and the next time it's not as crazy, 00:18:02.403 --> 00:18:04.044 and the 50th time you do it, it's normal. 00:18:04.804 --> 00:18:05.884 Let's pay it forward here. 00:18:05.943 --> 00:18:07.444 Dave, help me set this up. 00:18:07.505 --> 00:18:08.085 Pay it forward. 00:18:08.105 --> 00:18:08.724 It starts with you. 00:18:08.765 --> 00:18:09.465 This is your idea. 00:18:09.486 --> 00:18:10.705 This is a thing you pointed 00:18:10.726 --> 00:18:11.747 out you thought was a good idea. 00:18:12.067 --> 00:18:13.146 No, this was Tony's, I thought. 00:18:14.007 --> 00:18:15.387 Well, you brought it up. 00:18:15.448 --> 00:18:17.107 You brought it back to the top. 00:18:19.308 --> 00:18:22.369 Talk about your video that you shared, 00:18:22.410 --> 00:18:23.671 I think, yesterday or the day before. 00:18:24.849 --> 00:18:25.230 Remind me. 00:18:25.269 --> 00:18:26.131 I can't because I had 00:18:26.171 --> 00:18:27.152 something else that I 00:18:27.192 --> 00:18:28.413 didn't even run by you guys 00:18:28.432 --> 00:18:29.354 that I was going to cover. 00:18:29.913 --> 00:18:32.276 OK, so so let's hit this real quick. 00:18:32.296 --> 00:18:34.297 So Dave yesterday was 00:18:34.356 --> 00:18:36.338 talking about a practice 00:18:36.439 --> 00:18:37.740 that was charging forty 00:18:37.779 --> 00:18:39.801 five thousand dollars for a plan of care. 00:18:40.461 --> 00:18:42.144 It wasn't just physical therapy, 00:18:42.183 --> 00:18:43.404 but it was a persistent 00:18:43.444 --> 00:18:46.106 pain management recovery thing. 00:18:47.048 --> 00:18:48.471 One of the elements in this 00:18:48.612 --> 00:18:50.516 was they utilize GoFundMe 00:18:50.556 --> 00:18:52.079 to help their clients pay 00:18:52.140 --> 00:18:53.262 for their services. 00:18:53.784 --> 00:18:55.528 So now you know what I'm talking about. 00:18:55.587 --> 00:18:56.249 Take it from here. 00:18:57.949 --> 00:18:59.210 So, yeah, that I mean, 00:18:59.250 --> 00:19:00.671 that episode was more of 00:19:01.111 --> 00:19:02.631 the GoFundMe plans that 00:19:02.730 --> 00:19:03.932 this practice would help 00:19:04.011 --> 00:19:05.452 their prospective patients 00:19:05.512 --> 00:19:06.512 set up a GoFundMe. 00:19:07.933 --> 00:19:09.134 But the pay it forward thing, 00:19:09.334 --> 00:19:10.474 Tony also commented about it, 00:19:10.535 --> 00:19:12.395 where you could have something like this. 00:19:12.556 --> 00:19:14.676 And Tony did suggest like a GoFundMe. 00:19:14.717 --> 00:19:15.896 And I said I had to look 00:19:15.936 --> 00:19:16.518 into it because I was like, 00:19:16.538 --> 00:19:17.478 I thought GoFundMes were 00:19:17.498 --> 00:19:19.138 like you had a goal of like 00:19:19.159 --> 00:19:20.078 a certain dollar amount in 00:19:20.098 --> 00:19:21.339 like a certain time frame. 00:19:21.920 --> 00:19:23.381 So like a closed-end campaign. 00:19:23.921 --> 00:19:25.481 But then I looked into it and yeah, 00:19:25.501 --> 00:19:26.001 GoFundMe, 00:19:26.102 --> 00:19:26.883 you can kind of have like an 00:19:27.022 --> 00:19:28.943 open-ended GoFundMe campaign, right? 00:19:29.263 --> 00:19:31.605 That's more Kickstarter, the goal. 00:19:32.066 --> 00:19:32.306 Oh yeah, 00:19:32.346 --> 00:19:33.146 Kickstarter is more like 00:19:33.186 --> 00:19:35.528 closed-end and GoFundMe is 00:19:35.548 --> 00:19:36.188 more open-ended. 00:19:36.608 --> 00:19:39.049 So Tony kind of mentioned 00:19:39.089 --> 00:19:40.211 like practices could 00:19:40.230 --> 00:19:41.250 potentially have some type 00:19:41.290 --> 00:19:43.152 of a GoFundMe open-ended 00:19:43.673 --> 00:19:45.374 allocation for maybe 00:19:45.473 --> 00:19:46.273 current or previous 00:19:46.314 --> 00:19:48.515 patients or just random 00:19:48.555 --> 00:19:49.256 folks in the community. 00:19:49.796 --> 00:19:51.477 to make some donations into 00:19:51.497 --> 00:19:54.097 this GoFundMe campaign and 00:19:54.397 --> 00:19:55.557 your prospective patients 00:19:55.577 --> 00:19:56.439 that truly need your 00:19:56.479 --> 00:19:57.959 services that maybe can't 00:19:57.999 --> 00:19:59.400 afford it or they don't 00:19:59.420 --> 00:20:01.060 have insurance or they if 00:20:01.080 --> 00:20:02.740 your cash 100% cash and 00:20:02.800 --> 00:20:03.821 they can't afford your out 00:20:03.842 --> 00:20:04.701 of pocket cash rates, 00:20:05.142 --> 00:20:06.143 they can maybe pull from 00:20:06.182 --> 00:20:08.403 this GoFundMe these funds 00:20:09.203 --> 00:20:10.724 To utilize your services. 00:20:10.765 --> 00:20:11.144 Now, of course, 00:20:11.164 --> 00:20:12.444 you could have some paper 00:20:12.464 --> 00:20:14.205 trail of who used what and 00:20:14.346 --> 00:20:15.385 all the documentation like 00:20:15.486 --> 00:20:16.527 you would normally do anyway. 00:20:17.166 --> 00:20:18.247 But it could be a way for 00:20:18.346 --> 00:20:19.488 more folks to utilize your 00:20:19.528 --> 00:20:21.147 services that truly need it. 00:20:21.489 --> 00:20:22.828 They want it, they value it, 00:20:22.909 --> 00:20:23.909 but they just don't have 00:20:23.929 --> 00:20:25.170 the financial resources for it. 00:20:25.708 --> 00:20:26.528 There was a restaurant that 00:20:26.548 --> 00:20:28.009 did this great concept, 00:20:28.069 --> 00:20:29.029 and they were famous for it. 00:20:29.049 --> 00:20:30.151 It was like if you bought a 00:20:30.191 --> 00:20:32.373 burger and you wanted to buy one, 00:20:32.653 --> 00:20:33.232 and they would take a 00:20:33.272 --> 00:20:34.453 Post-it note and put it on the wall, 00:20:34.653 --> 00:20:35.255 and then someone just had 00:20:35.275 --> 00:20:37.115 to walk in who didn't have the funds, 00:20:37.155 --> 00:20:37.977 and they'd take it off the wall, 00:20:37.997 --> 00:20:39.337 and that burger was paid for. 00:20:39.397 --> 00:20:40.498 So it's kind of the same 00:20:40.618 --> 00:20:42.480 concept of pay it forward. 00:20:42.500 --> 00:20:43.180 Remember when that movie 00:20:43.200 --> 00:20:44.862 came out with Helen Hunt of 00:20:44.882 --> 00:20:46.201 this concept of pay it forward? 00:20:46.221 --> 00:20:47.163 It was like, whoa, 00:20:47.683 --> 00:20:48.864 a little ripple could lead 00:20:48.903 --> 00:20:50.305 to a big tidal wave if 00:20:50.365 --> 00:20:51.086 enough people did it. 00:20:51.925 --> 00:20:52.266 Yeah. 00:20:52.405 --> 00:20:53.965 I think we see lots of examples. 00:20:54.006 --> 00:20:55.106 There was a shoe company. 00:20:55.527 --> 00:20:56.807 You guys probably remember 00:20:56.886 --> 00:20:58.366 where if you buy a pair of shoes, 00:20:58.406 --> 00:20:59.467 they would donate, huh? 00:20:59.866 --> 00:21:00.606 Tom's Tom's. 00:21:00.646 --> 00:21:00.928 Yeah. 00:21:00.968 --> 00:21:02.807 Tom's they would donate a pair of shoes. 00:21:03.587 --> 00:21:06.127 Um, so I remember years ago, like first, 00:21:06.587 --> 00:21:07.588 if you guys are watching 00:21:07.808 --> 00:21:08.769 after this episode, 00:21:08.848 --> 00:21:11.088 go to Dave Kittle show on YouTube, 00:21:11.388 --> 00:21:13.509 watch Dave's video from yesterday. 00:21:13.970 --> 00:21:14.910 If you want to learn how to 00:21:14.950 --> 00:21:17.250 sell a $45,000 plan of care, 00:21:17.329 --> 00:21:18.049 go check it out. 00:21:18.069 --> 00:21:19.050 Cause he did a great job 00:21:19.111 --> 00:21:20.871 explaining it and showing examples. 00:21:20.891 --> 00:21:21.191 Um, 00:21:21.570 --> 00:21:24.172 But to this concept, years ago, 00:21:24.292 --> 00:21:25.992 it was 2022 when I shared the post. 00:21:26.594 --> 00:21:27.993 I was just like, hey, 00:21:28.134 --> 00:21:30.096 we have people that have an 00:21:30.155 --> 00:21:31.576 abundance of revenue and 00:21:31.615 --> 00:21:32.457 money that they're never 00:21:32.497 --> 00:21:33.676 going to spend before they die. 00:21:34.198 --> 00:21:35.377 Their kids are taken care of. 00:21:35.458 --> 00:21:36.479 Everybody is doing well. 00:21:36.538 --> 00:21:37.378 They want to do things that 00:21:37.398 --> 00:21:38.119 make them feel good. 00:21:38.220 --> 00:21:39.140 I know for myself, 00:21:39.540 --> 00:21:40.661 there are so many charities 00:21:40.780 --> 00:21:42.041 out there that you don't 00:21:42.182 --> 00:21:43.201 feel connected to. 00:21:43.221 --> 00:21:44.823 You don't know how much money is wasted. 00:21:44.883 --> 00:21:45.983 You don't know where it's going. 00:21:46.496 --> 00:21:46.796 But like, 00:21:46.836 --> 00:21:48.436 if I can go to a place where I 00:21:49.297 --> 00:21:50.837 love the team, I love the staff, 00:21:50.877 --> 00:21:52.638 I know they're doing great things. 00:21:53.259 --> 00:21:55.759 And I know that if I pay two 00:21:55.819 --> 00:21:58.040 or three times what my plan 00:21:58.060 --> 00:21:59.080 of care might be worth, 00:21:59.480 --> 00:22:01.342 that they'll extend that to 00:22:01.582 --> 00:22:02.623 other individuals. 00:22:03.063 --> 00:22:05.163 Now, like Jimmy, I think you just said, 00:22:05.183 --> 00:22:05.804 yeah, 00:22:05.844 --> 00:22:09.226 we should make that public information. 00:22:09.346 --> 00:22:09.726 Of course, 00:22:09.766 --> 00:22:10.645 there are people who wanna 00:22:10.685 --> 00:22:11.767 donate and be private, 00:22:11.807 --> 00:22:12.666 that's totally fine. 00:22:13.126 --> 00:22:14.788 But the people that get the help, 00:22:15.367 --> 00:22:17.088 They should be willing to 00:22:17.148 --> 00:22:19.269 share their experience and say, hey, look, 00:22:19.288 --> 00:22:20.250 this was so amazing. 00:22:20.289 --> 00:22:21.750 These are the only guys I 00:22:21.789 --> 00:22:22.650 know who do this. 00:22:23.510 --> 00:22:25.070 And I think you could 00:22:25.270 --> 00:22:26.711 absolutely run a cash based 00:22:26.751 --> 00:22:29.432 program where people donate 00:22:29.752 --> 00:22:31.413 additional to what their 00:22:31.792 --> 00:22:32.792 plan of care costs. 00:22:32.873 --> 00:22:34.193 And that extra money goes 00:22:34.253 --> 00:22:35.973 into a fund that helps people. 00:22:36.094 --> 00:22:37.535 I get calls all the time. 00:22:37.974 --> 00:22:38.895 People who don't have 00:22:38.955 --> 00:22:40.436 insurance or they're underinsured, 00:22:40.477 --> 00:22:41.618 they're looking for ways to 00:22:41.638 --> 00:22:42.859 get an evaluation or 00:22:42.900 --> 00:22:44.060 something else that they need. 00:22:44.621 --> 00:22:46.002 We have systems in place 00:22:46.063 --> 00:22:47.663 that we can manage that expense, 00:22:48.065 --> 00:22:48.904 but a lot of other 00:22:48.944 --> 00:22:50.747 providers don't even think about it. 00:22:51.106 --> 00:22:52.008 This is a great option. 00:22:52.409 --> 00:22:52.628 Yeah. 00:22:52.769 --> 00:22:53.670 Here's why this works. 00:22:53.730 --> 00:22:54.530 Have you guys ever seen this? 00:22:54.550 --> 00:22:55.250 Have I ever shown this to you? 00:22:55.290 --> 00:22:56.932 This is the B2C value pyramid. 00:22:56.952 --> 00:22:57.854 I stole this from a really 00:22:57.874 --> 00:22:58.775 expensive consulting 00:22:58.815 --> 00:22:59.474 company because they have 00:22:59.494 --> 00:23:00.076 it on their website. 00:23:01.198 --> 00:23:02.621 And the idea here is you get 00:23:02.641 --> 00:23:03.442 to hit that thing at the 00:23:03.481 --> 00:23:04.202 top of the pyramid, 00:23:04.222 --> 00:23:06.105 which is self-transcendence, right? 00:23:06.847 --> 00:23:07.608 People get to feel like 00:23:07.669 --> 00:23:10.433 their nickel is going somewhere. 00:23:10.513 --> 00:23:11.315 This is why when you're at 00:23:11.355 --> 00:23:12.877 the supermarket checkout in 00:23:12.958 --> 00:23:14.380 early November, they're saying, hey, 00:23:14.520 --> 00:23:15.142 round up. 00:23:15.955 --> 00:23:16.776 to make a change. 00:23:16.836 --> 00:23:18.576 So round up, if you spent, you know, 00:23:18.576 --> 00:23:20.156 $91 and 12 cents, 00:23:20.196 --> 00:23:20.958 they'll round up to the 00:23:20.998 --> 00:23:21.657 next dollar amount and 00:23:21.678 --> 00:23:22.298 they'll donate that 00:23:22.337 --> 00:23:23.438 difference to a food pantry. 00:23:23.458 --> 00:23:24.598 And the idea is that what 00:23:24.659 --> 00:23:26.239 you do can actually change 00:23:26.278 --> 00:23:27.680 the world to two big companies. 00:23:27.700 --> 00:23:28.380 You mentioned it. 00:23:28.720 --> 00:23:30.820 One of them, which is Tom's Tom's shoes. 00:23:30.840 --> 00:23:31.961 When you buy a pair of shoes, 00:23:32.520 --> 00:23:33.260 they're going to give one 00:23:33.300 --> 00:23:34.102 away somewhere in the world. 00:23:34.142 --> 00:23:36.261 Bombas is a sock company. 00:23:36.281 --> 00:23:37.222 They have the same idea. 00:23:37.242 --> 00:23:37.903 I'm not sure why we're 00:23:37.942 --> 00:23:38.722 fascinated with changing 00:23:38.762 --> 00:23:39.403 the world with feet, 00:23:39.462 --> 00:23:40.423 but we are very focused on 00:23:40.443 --> 00:23:40.963 the feet there. 00:23:41.403 --> 00:23:42.804 But the idea here is this is 00:23:42.844 --> 00:23:43.865 also set up like Maslow's 00:23:43.884 --> 00:23:44.585 hierarchy of needs. 00:23:45.586 --> 00:23:46.925 Functional, emotional, life-changing, 00:23:47.046 --> 00:23:47.747 social impact. 00:23:48.126 --> 00:23:49.227 And if you're listening to the podcast, 00:23:49.247 --> 00:23:50.007 you can check out the live 00:23:50.027 --> 00:23:50.988 stream to see what I'm talking about, 00:23:51.028 --> 00:23:51.428 the graphic. 00:23:51.468 --> 00:23:53.708 But can you help people do that? 00:23:54.008 --> 00:23:56.689 And the answer is very simply, yes. 00:23:56.989 --> 00:23:57.749 And if you're not, 00:23:58.009 --> 00:23:58.710 you are leaving an 00:23:58.750 --> 00:23:59.769 opportunity for people to 00:23:59.809 --> 00:24:01.390 feel a part of you, your organization, 00:24:01.410 --> 00:24:02.431 or the world on the table. 00:24:03.151 --> 00:24:05.092 And I like what Tony said about the, like, 00:24:05.152 --> 00:24:06.372 almost like a video testimonial. 00:24:06.731 --> 00:24:07.791 And you should have in the 00:24:07.832 --> 00:24:08.932 paperwork for the folks 00:24:08.952 --> 00:24:10.133 that want to take up that 00:24:10.212 --> 00:24:11.492 offer that maybe they don't 00:24:11.512 --> 00:24:11.952 have insurance, 00:24:11.972 --> 00:24:13.153 they don't have the financial resources, 00:24:13.213 --> 00:24:13.473 whatever. 00:24:14.679 --> 00:24:16.340 I think you should basically 00:24:16.381 --> 00:24:18.162 have them sign like as part 00:24:18.182 --> 00:24:19.723 of this offering, 00:24:20.605 --> 00:24:22.266 you are kind of or 00:24:22.426 --> 00:24:24.729 basically required to agree 00:24:24.909 --> 00:24:26.250 to a video testimonial 00:24:27.090 --> 00:24:28.732 where we take video during 00:24:28.792 --> 00:24:30.213 the plan of care and or 00:24:30.394 --> 00:24:31.474 after the plan of care 00:24:31.595 --> 00:24:32.655 about your experience. 00:24:33.297 --> 00:24:34.156 And then that then you could 00:24:34.336 --> 00:24:35.778 also then share that on the 00:24:35.817 --> 00:24:37.157 GoFundMe page or on your 00:24:37.178 --> 00:24:38.398 website and elsewhere. 00:24:38.719 --> 00:24:40.098 But getting that buy in for 00:24:40.159 --> 00:24:41.099 the video testimonial and 00:24:41.140 --> 00:24:42.720 if someone doesn't want to be on video, 00:24:42.759 --> 00:24:44.901 like maybe maybe you still onboard them, 00:24:44.921 --> 00:24:45.441 maybe you don't. 00:24:45.480 --> 00:24:46.500 But it would be great to 00:24:46.540 --> 00:24:47.342 have that as part of the 00:24:47.382 --> 00:24:48.721 agreement to have them do it. 00:24:48.961 --> 00:24:49.863 Here's why I know that works. 00:24:49.903 --> 00:24:50.143 A really, 00:24:50.163 --> 00:24:52.325 really expensive app called DoorDash. 00:24:52.424 --> 00:24:53.707 I just noticed it. 00:24:53.727 --> 00:24:55.127 Maybe it's not a new feature, 00:24:55.167 --> 00:24:56.930 but I was given an option 00:24:57.130 --> 00:24:58.832 after I bought a pizza. 00:24:58.932 --> 00:24:59.211 It was like, 00:24:59.251 --> 00:25:00.794 if you take a picture of the 00:25:00.874 --> 00:25:02.095 food and you share it with 00:25:02.134 --> 00:25:03.736 a review and we use it on the site, 00:25:03.776 --> 00:25:05.478 we'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 --> 00:25:09.362 And I was like, well, yeah, I'll do that. 00:25:09.582 --> 00:25:10.442 If I like the food, 00:25:10.462 --> 00:25:11.384 why wouldn't I do that? 00:25:12.287 --> 00:25:13.446 They put it in front of me 00:25:13.626 --> 00:25:15.127 and they made it simple to do. 00:25:15.228 --> 00:25:17.147 Had they been like, hey, go get a review. 00:25:17.188 --> 00:25:18.689 And if we find the review, we'll email. 00:25:18.729 --> 00:25:20.328 No, it was in the app. 00:25:20.388 --> 00:25:21.829 It was part of the checkout process. 00:25:21.910 --> 00:25:23.289 Boom, your order's on the way. 00:25:23.410 --> 00:25:23.730 Thanks. 00:25:23.769 --> 00:25:25.490 Hey, by the way, take a picture of it. 00:25:25.851 --> 00:25:26.971 And the prompts came up 00:25:27.030 --> 00:25:27.692 again when they were like, 00:25:27.731 --> 00:25:29.031 your Dasher is at your door. 00:25:29.632 --> 00:25:30.532 It was like, by the way, 00:25:30.633 --> 00:25:31.492 if you click here and take 00:25:31.512 --> 00:25:32.913 the picture and we use it, 00:25:34.334 --> 00:25:36.733 we'll give you 10 Dasher bucks. 00:25:36.794 --> 00:25:38.234 By the way, there's Dasher bucks. 00:25:38.255 --> 00:25:39.015 They gave it a name. 00:25:39.055 --> 00:25:39.454 See, Wendy? 00:25:39.474 --> 00:25:40.474 So you got to give it a name 00:25:40.576 --> 00:25:41.915 and then people can't hate it as much. 00:25:42.642 --> 00:25:43.362 Kohl's cash. 00:25:43.442 --> 00:25:45.203 My wife loves Kohl's cash. 00:25:45.223 --> 00:25:46.304 Oh my God, the Kohl's cash. 00:25:47.964 --> 00:25:49.486 So Dave, we stole your topic. 00:25:49.526 --> 00:25:50.266 What was your topic? 00:25:50.287 --> 00:25:51.267 What would you want to talk about? 00:25:51.666 --> 00:25:51.926 All right. 00:25:51.946 --> 00:25:53.067 I have, I have something interesting. 00:25:53.107 --> 00:25:54.108 I think you're both going to love it. 00:25:54.189 --> 00:25:56.930 It's a, a low budget marketing idea. 00:26:00.051 --> 00:26:01.732 So this guy, New York Nico on Instagram, 00:26:01.752 --> 00:26:03.114 have you ever heard of New York Nico? 00:26:03.153 --> 00:26:05.976 He's a movie documentary, uh, 00:26:06.896 --> 00:26:09.157 up and coming director or producer. 00:26:09.458 --> 00:26:11.138 He'll submit his work to 00:26:11.159 --> 00:26:11.838 like things like the 00:26:11.898 --> 00:26:12.980 Tribeca Film Festival and 00:26:13.000 --> 00:26:13.500 things like that. 00:26:14.140 --> 00:26:15.101 The reason why I'm bringing it up, 00:26:15.161 --> 00:26:17.481 he made a short, 00:26:17.582 --> 00:26:20.363 a video short called Out of Order. 00:26:20.423 --> 00:26:21.603 It was with a guy in New 00:26:21.623 --> 00:26:22.624 York City running around. 00:26:22.723 --> 00:26:24.204 He had to use a restroom and 00:26:24.224 --> 00:26:25.325 he couldn't find a public restroom. 00:26:25.365 --> 00:26:26.306 He was going to restaurants 00:26:26.346 --> 00:26:27.645 and places to use the 00:26:27.705 --> 00:26:28.586 restroom and they're like, well, 00:26:28.606 --> 00:26:29.406 you're not a customer. 00:26:29.626 --> 00:26:31.028 And he had like no cash on 00:26:31.048 --> 00:26:31.627 him or something. 00:26:32.127 --> 00:26:34.288 And it was like a stupid, like funny, 00:26:34.449 --> 00:26:35.910 like quirky documentary. 00:26:36.690 --> 00:26:37.630 Leading up to that, 00:26:38.290 --> 00:26:39.411 he posted on his Instagram. 00:26:39.431 --> 00:26:40.611 So he's got let me pull it up. 00:26:40.671 --> 00:26:43.071 He's got one point four million followers. 00:26:43.092 --> 00:26:44.333 So he's got a big following. 00:26:45.093 --> 00:26:48.933 So as the on the marketing 00:26:49.034 --> 00:26:51.194 to the documentary that was like indirect, 00:26:51.575 --> 00:26:52.895 he had posted multiple 00:26:52.955 --> 00:26:55.636 videos of older folks in 00:26:55.656 --> 00:26:58.377 New York City protesting things like. 00:26:59.278 --> 00:27:00.939 We need more public bathrooms. 00:27:01.199 --> 00:27:02.660 We need more public bathrooms. 00:27:02.921 --> 00:27:03.780 It didn't mention the 00:27:03.820 --> 00:27:05.863 documentary in the near future at all, 00:27:06.163 --> 00:27:08.744 at all in the caption, in the video. 00:27:09.224 --> 00:27:11.686 And it was these older folks 00:27:11.707 --> 00:27:12.666 that turns out that they're 00:27:12.688 --> 00:27:13.968 all like older comedians in 00:27:13.988 --> 00:27:14.368 New York City. 00:27:14.388 --> 00:27:14.949 I didn't know this, 00:27:15.009 --> 00:27:17.330 but people were commenting like, 00:27:17.411 --> 00:27:18.330 is this real? 00:27:18.672 --> 00:27:20.452 Like, what is it? 00:27:20.653 --> 00:27:22.374 And like, these signs are too nice. 00:27:22.433 --> 00:27:23.474 Like these types of older 00:27:23.494 --> 00:27:24.316 guys would not have made 00:27:24.355 --> 00:27:25.876 these nice protest signs, whatever. 00:27:25.896 --> 00:27:25.977 Yeah. 00:27:26.416 --> 00:27:27.938 and so it got so much 00:27:28.018 --> 00:27:29.199 comments it got so much 00:27:29.259 --> 00:27:30.539 engagement and it in the 00:27:30.880 --> 00:27:31.941 first video it was like 00:27:32.401 --> 00:27:33.882 this looks like older guys 00:27:33.942 --> 00:27:35.804 are actually spending time 00:27:35.844 --> 00:27:36.984 in your city protesting 00:27:37.265 --> 00:27:38.326 that there's no public 00:27:38.385 --> 00:27:39.767 restrooms and then there 00:27:39.787 --> 00:27:40.646 was like a couple more 00:27:40.686 --> 00:27:41.867 videos and then people were 00:27:41.907 --> 00:27:43.509 commenting like this isn't 00:27:43.568 --> 00:27:44.970 real because they were like 00:27:45.009 --> 00:27:45.871 picking it apart like these 00:27:45.911 --> 00:27:47.051 must be hired actors from 00:27:47.071 --> 00:27:48.512 like off-broadway and like 00:27:48.532 --> 00:27:49.933 this and that it got more 00:27:49.953 --> 00:27:51.394 and more engagement you 00:27:51.474 --> 00:27:53.896 know I thought it was so 00:27:53.977 --> 00:27:54.836 funny and then I thought 00:27:55.718 --> 00:27:58.720 If you were a brick and mortar practice, 00:27:58.740 --> 00:27:59.560 I wanted to kick this over 00:27:59.580 --> 00:28:00.421 to Tony and Jimmy. 00:28:01.001 --> 00:28:01.721 If a brick and mortar 00:28:01.741 --> 00:28:02.982 practice had a low budget 00:28:03.002 --> 00:28:04.064 where you could hire some 00:28:04.483 --> 00:28:06.326 student actors or whatever, 00:28:06.586 --> 00:28:08.446 the student actors protest 00:28:08.727 --> 00:28:10.008 a fake protest in front of 00:28:10.028 --> 00:28:10.929 your physical therapy 00:28:10.949 --> 00:28:13.351 clinic with white coats as 00:28:13.471 --> 00:28:14.490 fake surgeons saying... 00:28:15.571 --> 00:28:17.473 your patients canceled our surgeries, 00:28:17.755 --> 00:28:19.576 your patients canceled our surgeries. 00:28:19.777 --> 00:28:21.138 And it would be a, you know, 00:28:21.298 --> 00:28:22.520 tongue in cheek fake 00:28:22.740 --> 00:28:24.762 protest about the value of 00:28:24.803 --> 00:28:25.944 this physical therapy practice. 00:28:25.964 --> 00:28:27.326 Maybe it gets picked up on the news. 00:28:27.567 --> 00:28:27.727 I mean, 00:28:27.767 --> 00:28:29.588 the New York Nikko thing was 00:28:29.648 --> 00:28:30.770 literally picked up on news. 00:28:30.830 --> 00:28:32.231 It was reshared on multiple 00:28:32.653 --> 00:28:34.595 popular city accounts. 00:28:35.296 --> 00:28:37.277 What would be the worst case 00:28:37.297 --> 00:28:38.238 scenario that some 00:28:38.317 --> 00:28:39.719 physicians get pissed off 00:28:39.739 --> 00:28:41.220 and irritated practice did 00:28:41.259 --> 00:28:42.580 this and then stop referring to you? 00:28:43.020 --> 00:28:44.122 I think this is something up 00:28:44.201 --> 00:28:44.821 Jimmy's alley. 00:28:44.942 --> 00:28:46.403 And I think because Tony has 00:28:46.442 --> 00:28:47.163 a lot of physician 00:28:47.203 --> 00:28:48.944 relationships with the knee 00:28:48.964 --> 00:28:50.526 replacements and the cuff repairs, 00:28:50.905 --> 00:28:51.807 I don't think this would be 00:28:51.846 --> 00:28:52.527 something for Tony. 00:28:52.846 --> 00:28:54.347 I think this would be something for Jimmy. 00:28:54.367 --> 00:28:55.548 What do you guys think? 00:28:55.801 --> 00:28:56.643 I think Tony and Jimmy would 00:28:56.682 --> 00:28:57.343 do better together. 00:28:57.442 --> 00:28:58.202 So here's my thing. 00:28:58.303 --> 00:28:59.183 What's the villain? 00:28:59.263 --> 00:29:00.345 The cool part about this guy 00:29:00.384 --> 00:29:01.644 is he fought no access. 00:29:01.766 --> 00:29:04.247 His villain in the story, the tension, 00:29:04.406 --> 00:29:05.288 was no access. 00:29:05.307 --> 00:29:06.188 And if you've been to New York, 00:29:06.387 --> 00:29:07.308 try to take a leak. 00:29:07.348 --> 00:29:07.888 It's really hard. 00:29:08.169 --> 00:29:08.429 In fact, 00:29:08.469 --> 00:29:09.630 I think there's an app out there 00:29:09.670 --> 00:29:10.711 that shows you the best 00:29:10.790 --> 00:29:12.332 public restrooms in New York, right? 00:29:12.352 --> 00:29:13.531 Yeah, it'll get you there in stars. 00:29:15.073 --> 00:29:15.913 I don't know if I would make 00:29:15.973 --> 00:29:17.375 Physicians the evil one. 00:29:18.336 --> 00:29:19.238 And something that popped 00:29:19.258 --> 00:29:21.259 into my head is a chain email. 00:29:21.479 --> 00:29:22.338 Thank God we don't send as 00:29:22.398 --> 00:29:23.779 many chain emails, right? 00:29:23.799 --> 00:29:24.641 Forward this within five 00:29:24.681 --> 00:29:26.122 minutes or you'll die. 00:29:26.142 --> 00:29:27.221 Remember those things? 00:29:27.843 --> 00:29:29.223 There was a chain email that 00:29:29.243 --> 00:29:30.183 would go around because my 00:29:30.223 --> 00:29:30.984 dad sent it to me like 00:29:30.984 --> 00:29:32.404 50,000 times when he first 00:29:32.444 --> 00:29:33.145 got an email account. 00:29:33.226 --> 00:29:33.546 It was like, 00:29:33.705 --> 00:29:35.586 we're now charging money like 00:29:35.807 --> 00:29:37.028 the US Postal Service is 00:29:37.067 --> 00:29:39.789 now going to charge stamps for emails. 00:29:41.077 --> 00:29:42.278 So there it was the thing. 00:29:42.317 --> 00:29:43.659 It was like really it was it 00:29:43.679 --> 00:29:44.459 was big government. 00:29:44.479 --> 00:29:45.420 They made big government 00:29:45.460 --> 00:29:46.680 like sort of like the anti 00:29:46.740 --> 00:29:47.740 and that got spread around. 00:29:48.340 --> 00:29:48.721 I don't know. 00:29:48.800 --> 00:29:50.161 I would say what's the thing? 00:29:50.642 --> 00:29:51.801 Is it I don't know what the 00:29:51.902 --> 00:29:53.143 thing is with physical therapy. 00:29:53.163 --> 00:29:53.903 I would need to understand. 00:29:53.923 --> 00:29:54.962 And then what's the villain? 00:29:55.083 --> 00:29:55.983 And then how do we play that? 00:29:56.003 --> 00:29:57.183 It's very clear in this case. 00:29:57.523 --> 00:29:59.404 It gets murkier with health 00:29:59.444 --> 00:30:00.505 care and physical therapy. 00:30:00.565 --> 00:30:01.405 Tony, what are you like? 00:30:01.465 --> 00:30:02.105 What's the villain? 00:30:02.978 --> 00:30:04.258 Because you want to be the hero. 00:30:04.377 --> 00:30:06.159 You want to be the solution, right? 00:30:06.298 --> 00:30:07.618 So now we're using Donald Miller's story, 00:30:07.659 --> 00:30:07.919 Brent. 00:30:07.939 --> 00:30:08.558 I'm trying to figure out the 00:30:08.659 --> 00:30:11.199 villain and what's the goal in this. 00:30:11.338 --> 00:30:12.059 How do we play with this? 00:30:12.079 --> 00:30:12.960 But I like this idea because 00:30:12.980 --> 00:30:13.599 it's not clear. 00:30:14.299 --> 00:30:15.220 Yeah, I don't know. 00:30:15.579 --> 00:30:16.740 You went way deeper than me. 00:30:16.819 --> 00:30:17.901 I thought it was hilarious. 00:30:19.300 --> 00:30:20.141 I don't think any of my 00:30:20.240 --> 00:30:21.961 surgeon referral sources 00:30:22.020 --> 00:30:22.922 would care at all because 00:30:22.942 --> 00:30:23.582 they know people would 00:30:23.701 --> 00:30:24.561 still get the surgery. 00:30:24.622 --> 00:30:26.442 It's not going to affect them financially. 00:30:26.461 --> 00:30:29.702 It reminds me of the old... 00:30:31.383 --> 00:30:32.884 who is the guy your prices 00:30:32.943 --> 00:30:35.025 are so low it's insane from 00:30:35.105 --> 00:30:38.145 New York crazy Eddie yeah 00:30:38.165 --> 00:30:40.467 yeah crazy Eddie just for 00:30:40.527 --> 00:30:41.907 some reason it reminded me 00:30:41.968 --> 00:30:43.169 of a commercial like that 00:30:43.969 --> 00:30:46.250 um but but also what it 00:30:46.269 --> 00:30:47.891 made me think of was the 00:30:47.931 --> 00:30:49.771 whole idea of therapists 00:30:50.031 --> 00:30:51.472 secretly writing letters to 00:30:51.512 --> 00:30:52.752 congress to try and make 00:30:52.813 --> 00:30:54.554 change as opposed to what 00:30:54.594 --> 00:30:56.255 this guy is doing which is 00:30:56.515 --> 00:30:58.115 like Jimmy said find the villain 00:30:58.536 --> 00:30:59.696 Get it out in the public. 00:31:00.076 --> 00:31:01.298 Show how it affects real 00:31:01.337 --> 00:31:02.538 people in real time. 00:31:03.558 --> 00:31:04.779 That's going to have a way 00:31:04.819 --> 00:31:06.641 bigger impact than a 00:31:06.681 --> 00:31:08.301 therapist sending an email 00:31:08.382 --> 00:31:09.722 to a congressperson who 00:31:09.863 --> 00:31:11.084 doesn't care and is never 00:31:11.124 --> 00:31:11.604 going to read it. 00:31:12.502 --> 00:31:15.365 But I think it's a great 00:31:15.425 --> 00:31:16.787 platform to leverage change. 00:31:17.247 --> 00:31:17.386 Yeah, 00:31:17.446 --> 00:31:18.508 I worked in radio in Northeast 00:31:18.548 --> 00:31:19.128 Pennsylvania. 00:31:19.209 --> 00:31:20.349 So it was like, 00:31:20.430 --> 00:31:21.931 what's the emotional thing we can touch? 00:31:22.010 --> 00:31:24.292 There was a band when I was there, 00:31:24.393 --> 00:31:25.153 Breaking Benjamin, 00:31:25.513 --> 00:31:26.153 that had come from 00:31:26.193 --> 00:31:27.095 Northeast Pennsylvania. 00:31:27.134 --> 00:31:28.615 So like that area of the country, 00:31:28.655 --> 00:31:29.336 the area of the radio 00:31:29.356 --> 00:31:31.419 station I was running, that was there. 00:31:31.598 --> 00:31:32.239 They made it. 00:31:32.318 --> 00:31:33.160 They were one of us. 00:31:33.440 --> 00:31:35.102 Now they're here and they're, you know, 00:31:35.142 --> 00:31:35.662 they're big time. 00:31:37.083 --> 00:31:38.284 So, of course, you know, 00:31:38.324 --> 00:31:39.164 the radio station was sort 00:31:39.184 --> 00:31:40.026 of friendly with the band 00:31:40.926 --> 00:31:41.788 at the end of March, 00:31:42.048 --> 00:31:43.449 early April Fool's Day. 00:31:43.509 --> 00:31:43.788 We're like, 00:31:43.950 --> 00:31:45.730 this is this is our touch point. 00:31:46.211 --> 00:31:47.432 So we had this big, 00:31:47.512 --> 00:31:50.035 like press release sounding PSA that said, 00:31:50.536 --> 00:31:50.836 you know, 00:31:51.135 --> 00:31:52.717 due to some contractual issues 00:31:52.798 --> 00:31:54.259 with their record company, blah, blah, 00:31:54.278 --> 00:31:54.798 blah records, 00:31:54.838 --> 00:31:55.660 we're no longer going to be 00:31:55.700 --> 00:31:56.740 able to play Breaking Benjamin. 00:31:57.122 --> 00:31:57.741 But so we're going to play 00:31:57.761 --> 00:31:58.482 the crap out of them. 00:31:59.103 --> 00:32:00.565 At the end of, you know, 00:32:00.724 --> 00:32:02.026 through the next 48 hours, 00:32:02.467 --> 00:32:04.067 if you'd like to sign the petition, 00:32:04.449 --> 00:32:06.550 go to 97inex.com to sign it. 00:32:06.651 --> 00:32:07.250 And then you went, 00:32:07.290 --> 00:32:08.092 you put your name and your 00:32:08.172 --> 00:32:09.192 email address in it. 00:32:09.272 --> 00:32:11.115 And when you hit enter, 00:32:11.394 --> 00:32:12.476 it was like April Fool's. 00:32:12.797 --> 00:32:13.696 But we were able to track 00:32:13.737 --> 00:32:15.019 how many people fell for the gag. 00:32:15.499 --> 00:32:16.839 And then when you fell for the gag, 00:32:16.880 --> 00:32:17.920 we had the ability to share 00:32:17.960 --> 00:32:19.161 the page because now you 00:32:19.201 --> 00:32:20.882 want your friend to fall for the gag, too, 00:32:21.221 --> 00:32:21.762 because you don't want to 00:32:21.782 --> 00:32:23.022 be the only person with egg on your face. 00:32:23.282 --> 00:32:24.723 So we figured out who the villain was. 00:32:24.824 --> 00:32:25.805 We made the evil record 00:32:25.845 --> 00:32:27.385 company the villain. 00:32:27.425 --> 00:32:28.625 But again, like surgeons, 00:32:28.645 --> 00:32:29.586 the record company didn't care. 00:32:29.646 --> 00:32:31.008 You're playing the crap out of our song. 00:32:31.028 --> 00:32:31.647 Doesn't matter. 00:32:31.667 --> 00:32:32.468 You're still you got to come 00:32:32.488 --> 00:32:33.148 to us to buy it. 00:32:33.888 --> 00:32:34.628 I don't know that I 00:32:34.669 --> 00:32:35.670 understand where the 00:32:36.530 --> 00:32:37.790 villain is in this to touch it. 00:32:37.810 --> 00:32:39.051 But now I want to know. 00:32:40.682 --> 00:32:41.423 It's when you threaten to 00:32:41.462 --> 00:32:42.564 take something away or when 00:32:42.584 --> 00:32:43.384 you threaten to tax 00:32:43.423 --> 00:32:45.144 something that shouldn't be taxed, right? 00:32:45.164 --> 00:32:47.645 When I have to pay to do something like, 00:32:47.665 --> 00:32:50.826 you know, like pay for squats. 00:32:50.906 --> 00:32:51.707 Squats are illegal. 00:32:51.807 --> 00:32:52.907 You can't just be doing 00:32:52.948 --> 00:32:55.189 squats without supervision or, you know, 00:32:55.209 --> 00:32:55.969 you can't do those things. 00:32:56.028 --> 00:32:56.368 I don't know. 00:32:56.689 --> 00:32:58.329 But I like touching an emotion. 00:32:58.930 --> 00:33:02.151 This touches an emotion with 00:33:02.191 --> 00:33:02.991 public bathrooms because 00:33:03.011 --> 00:33:03.571 we've all been there. 00:33:04.932 --> 00:33:07.214 Yeah, I wasn't sure, you know, 00:33:08.096 --> 00:33:09.237 I wasn't sure if that was 00:33:09.297 --> 00:33:10.057 something that would like 00:33:10.097 --> 00:33:10.759 connect the two. 00:33:10.778 --> 00:33:12.300 But even with the Wendy's 00:33:12.320 --> 00:33:13.682 thing that that with the 00:33:13.741 --> 00:33:15.003 media component of that, I was like, 00:33:15.044 --> 00:33:15.884 I brought this up. 00:33:15.904 --> 00:33:16.144 I was like, 00:33:16.164 --> 00:33:17.066 this would be something like as 00:33:17.165 --> 00:33:19.388 like a segue to like media 00:33:19.588 --> 00:33:21.652 and like public response. 00:33:21.771 --> 00:33:22.613 And, you know, who knows? 00:33:23.073 --> 00:33:24.673 Because the public response 00:33:24.693 --> 00:33:26.234 to media only works if people care. 00:33:26.454 --> 00:33:28.635 And there's so many things to care about, 00:33:28.695 --> 00:33:28.875 right? 00:33:29.435 --> 00:33:31.057 Someone said there's always 00:33:31.096 --> 00:33:32.557 going to be a leading cause of death, 00:33:32.896 --> 00:33:33.157 right? 00:33:33.198 --> 00:33:34.057 So it's like, oh, well, 00:33:34.097 --> 00:33:34.617 what does that mean? 00:33:34.637 --> 00:33:36.358 It's like to get people to 00:33:36.398 --> 00:33:39.319 pay attention and spend time, 00:33:39.700 --> 00:33:42.261 you've got to cut through the noise. 00:33:42.281 --> 00:33:44.102 You've got to touch a nerve, an emotion. 00:33:44.663 --> 00:33:45.803 Otherwise, they will ignore you. 00:33:45.883 --> 00:33:47.263 Him just putting up movie posters... 00:33:48.183 --> 00:33:49.845 Or even doing something cute, right? 00:33:49.884 --> 00:33:50.826 He could have like went out 00:33:50.846 --> 00:33:52.906 and put out of order door 00:33:52.946 --> 00:33:54.587 hangers like in hotels on a 00:33:54.627 --> 00:33:55.249 bunch of different 00:33:56.890 --> 00:33:57.891 bathrooms in New York with 00:33:57.931 --> 00:33:59.171 a QR code or something like that. 00:33:59.692 --> 00:34:01.252 But that would have like confused people. 00:34:01.373 --> 00:34:02.374 This was very clear. 00:34:02.653 --> 00:34:03.554 I don't like this. 00:34:03.594 --> 00:34:03.974 This sucks. 00:34:03.994 --> 00:34:05.275 And you're like, yeah, I don't like it. 00:34:05.435 --> 00:34:06.536 And he had the next level thing, 00:34:06.556 --> 00:34:08.938 which is this real or is this not real? 00:34:10.016 --> 00:34:11.338 So I think we can see a 00:34:11.398 --> 00:34:13.940 trend here with touching that emotion, 00:34:14.000 --> 00:34:15.940 touching that nerve, getting attention. 00:34:15.960 --> 00:34:18.382 We had the Wendy's thing with Dave. 00:34:18.782 --> 00:34:19.664 I think you could totally 00:34:19.724 --> 00:34:20.804 turn that into the 00:34:20.844 --> 00:34:22.186 insurance company is the villain. 00:34:22.706 --> 00:34:24.106 I think you could have the 00:34:24.246 --> 00:34:26.007 surgeons out there protesting. 00:34:26.088 --> 00:34:27.489 You can have the therapist 00:34:27.809 --> 00:34:29.010 preventing surgeries by 00:34:29.050 --> 00:34:29.911 getting people better. 00:34:29.990 --> 00:34:31.072 But at the end of the day, 00:34:31.251 --> 00:34:32.413 everybody loves to throw 00:34:32.472 --> 00:34:34.034 the insurance company under the bus. 00:34:34.753 --> 00:34:35.715 That could be a topic for 00:34:35.775 --> 00:34:36.735 next week because I've been 00:34:36.755 --> 00:34:38.217 sharing some controversial 00:34:38.277 --> 00:34:39.257 content on that. 00:34:40.018 --> 00:34:44.385 I want to do a positive note today. 00:34:44.405 --> 00:34:45.025 That's where we're going. 00:34:46.168 --> 00:34:46.427 Yeah. 00:34:46.447 --> 00:34:47.489 So a positive spin. 00:34:50.108 --> 00:34:51.387 talking about therapists 00:34:51.467 --> 00:34:52.449 leaving the profession. 00:34:52.768 --> 00:34:55.210 You know, Dave and I, and I think Jimmy, 00:34:55.250 --> 00:34:56.010 you were there too. 00:34:56.070 --> 00:34:57.570 We were talking about that article, 00:34:57.690 --> 00:34:59.492 talking about PT shortages, 00:34:59.532 --> 00:35:00.672 staffing shortages. 00:35:01.293 --> 00:35:02.193 We were talking about 00:35:02.353 --> 00:35:03.594 everybody's challenge in 00:35:03.753 --> 00:35:05.195 hiring and finding staff. 00:35:06.635 --> 00:35:09.277 So with that LinkedIn post, 00:35:09.356 --> 00:35:12.038 what I did was I had this idea and I said, 00:35:12.057 --> 00:35:12.639 there's gotta be, 00:35:13.458 --> 00:35:15.300 I typically am an optimist by heart. 00:35:15.360 --> 00:35:16.760 And I know that things happen 00:35:17.420 --> 00:35:19.461 for a reason, it's usually a good reason, 00:35:19.561 --> 00:35:20.422 even when it looks like a 00:35:20.461 --> 00:35:21.163 negative outcome. 00:35:21.643 --> 00:35:22.682 So I started talking to chat 00:35:22.702 --> 00:35:24.764 GPT and I was like, hey, 00:35:24.804 --> 00:35:25.784 this is what's going on, 00:35:25.824 --> 00:35:27.244 these are my thoughts, 00:35:27.264 --> 00:35:29.065 help me arrange this in a 00:35:29.126 --> 00:35:32.407 way that communicates to other people 00:35:33.447 --> 00:35:35.289 And so between ChatGPT and I, 00:35:35.889 --> 00:35:37.170 we put that together. 00:35:37.190 --> 00:35:38.931 And I really do believe. 00:35:39.472 --> 00:35:41.914 So as we see this exodus, right, 00:35:41.974 --> 00:35:43.715 we see therapists who can't 00:35:43.755 --> 00:35:44.976 make enough money in therapy, 00:35:45.516 --> 00:35:47.097 who are leaving for tech jobs, 00:35:47.139 --> 00:35:48.760 who are leaving for other jobs. 00:35:49.300 --> 00:35:50.221 I still think they're the 00:35:50.240 --> 00:35:51.282 same person at heart. 00:35:51.442 --> 00:35:52.282 They're still the same 00:35:52.322 --> 00:35:53.202 person who wants to help 00:35:53.242 --> 00:35:54.423 people who want to make change. 00:35:55.824 --> 00:35:56.766 And I think what we're going 00:35:56.786 --> 00:35:57.606 to see is we're going to 00:35:57.646 --> 00:35:58.626 see those people leave. 00:35:58.987 --> 00:36:00.387 We're going to see them do better. 00:36:00.887 --> 00:36:01.748 We're going to see them 00:36:01.827 --> 00:36:05.070 bring back innovation and new ideas, 00:36:05.170 --> 00:36:07.331 new concepts that might 00:36:07.371 --> 00:36:08.351 completely change the 00:36:08.391 --> 00:36:10.213 profession for a good, you know, 00:36:10.253 --> 00:36:10.773 for the better. 00:36:12.213 --> 00:36:14.135 But I do think it's a good 00:36:14.195 --> 00:36:15.155 thing for them to leave 00:36:15.195 --> 00:36:16.155 because if they stay, 00:36:16.795 --> 00:36:20.518 that just breeds that burnout, that anger, 00:36:20.617 --> 00:36:21.798 that frustration. 00:36:21.818 --> 00:36:23.000 Yeah, it goes down the drain. 00:36:24.099 --> 00:36:26.101 So so that was my most 00:36:26.221 --> 00:36:28.280 popular LinkedIn post this 00:36:28.400 --> 00:36:31.322 week was a positive spin on 00:36:31.382 --> 00:36:32.842 therapists leaving the profession. 00:36:32.882 --> 00:36:33.762 And I do I think it's going 00:36:33.782 --> 00:36:35.463 to be it's going to benefit all of us. 00:36:35.784 --> 00:36:37.563 This is why this is like the opposite. 00:36:37.603 --> 00:36:39.664 But the same idea of I did 00:36:39.724 --> 00:36:40.704 an episode a while ago. 00:36:40.744 --> 00:36:42.425 Just I call them PT weirdos. 00:36:42.545 --> 00:36:43.985 They're like people like me who like. 00:36:44.565 --> 00:36:45.947 didn't go to college and 00:36:45.967 --> 00:36:47.648 then grad school and then become a PT. 00:36:47.668 --> 00:36:48.750 It's like you did something 00:36:48.809 --> 00:36:49.351 somewhere else. 00:36:49.931 --> 00:36:51.793 I can't... Even if I try, 00:36:51.873 --> 00:36:54.034 I can't not... Yeah. 00:36:54.375 --> 00:36:55.996 I'm not able to look at 00:36:56.396 --> 00:36:57.518 something and not look at 00:36:57.538 --> 00:36:59.059 it through a media person's eyes. 00:36:59.639 --> 00:37:00.760 It frustrates me when I work 00:37:00.800 --> 00:37:01.461 on projects with 00:37:01.521 --> 00:37:03.422 organizations and we move at... 00:37:04.224 --> 00:37:05.865 company speed because I came 00:37:05.905 --> 00:37:06.768 from an industry where like 00:37:06.827 --> 00:37:07.608 you're on the air at three 00:37:07.648 --> 00:37:08.789 o'clock I don't care what 00:37:08.829 --> 00:37:09.952 you need you're on the air 00:37:09.972 --> 00:37:11.614 at three we go and a lot of 00:37:11.653 --> 00:37:12.856 organizations especially in 00:37:12.876 --> 00:37:14.938 communications or pr are 00:37:15.079 --> 00:37:15.920 come from well we don't 00:37:15.960 --> 00:37:16.920 need to go on the air so 00:37:17.021 --> 00:37:17.963 don't and I'm like well 00:37:17.983 --> 00:37:18.664 that's where innovation 00:37:18.724 --> 00:37:19.985 comes from right necessity 00:37:20.065 --> 00:37:21.367 is the mother of invention it's like 00:37:22.068 --> 00:37:22.827 The best ideas, 00:37:22.867 --> 00:37:23.608 the best things that have 00:37:23.648 --> 00:37:25.628 happened have been because no pressure, 00:37:25.668 --> 00:37:26.128 no diamonds. 00:37:26.289 --> 00:37:27.289 You're on the air at three. 00:37:27.429 --> 00:37:28.110 Let's go. 00:37:28.170 --> 00:37:28.650 It's act. 00:37:28.909 --> 00:37:30.170 The phrase is act as if, 00:37:30.510 --> 00:37:31.550 act as if this mattered. 00:37:31.952 --> 00:37:32.791 And then people will believe 00:37:32.831 --> 00:37:33.791 it mattered with Wendy's. 00:37:33.972 --> 00:37:35.672 Give it a name and people 00:37:35.693 --> 00:37:36.532 will be able to understand it. 00:37:36.833 --> 00:37:38.554 If they had called it matinee pricing, 00:37:39.710 --> 00:37:40.690 Nobody would have a problem with it, 00:37:40.951 --> 00:37:42.693 but also not as big of a buzz. 00:37:42.813 --> 00:37:43.172 So, again, 00:37:43.193 --> 00:37:44.373 I'm not sure if this is an 00:37:44.474 --> 00:37:45.135 accident or not. 00:37:45.235 --> 00:37:46.717 I'm not going to I'm looking 00:37:46.737 --> 00:37:47.416 at Wendy's going. 00:37:47.516 --> 00:37:47.818 I see. 00:37:48.117 --> 00:37:51.800 I still think it's a it's a strategy. 00:37:51.880 --> 00:37:52.262 Last year, 00:37:52.282 --> 00:37:54.443 I did a charity event in in San 00:37:54.463 --> 00:37:55.425 Diego for CSM. 00:37:56.545 --> 00:37:58.447 And there was a free event 00:37:58.507 --> 00:38:00.028 in the San Diego Children's Museum. 00:38:00.188 --> 00:38:00.989 Anybody could come. 00:38:01.090 --> 00:38:02.070 But then at 8 o'clock, 00:38:02.110 --> 00:38:03.132 I think the party started. 00:38:03.672 --> 00:38:05.253 And you had to leave if you 00:38:05.273 --> 00:38:06.474 didn't have a wristband. 00:38:06.715 --> 00:38:07.916 You had to physically go outside. 00:38:07.936 --> 00:38:09.217 That's the only way we could control it. 00:38:09.978 --> 00:38:11.940 And somehow at 7.55, 00:38:11.940 --> 00:38:12.922 a fire alarm went off. 00:38:12.981 --> 00:38:13.842 And some people have 00:38:13.922 --> 00:38:14.864 actually suggested that 00:38:14.903 --> 00:38:16.085 maybe I would have been part of 00:38:16.684 --> 00:38:17.184 Because I was like, 00:38:17.224 --> 00:38:18.826 how do you get 300 people 00:38:18.846 --> 00:38:19.485 to leave a building 00:38:19.545 --> 00:38:21.648 willingly on time like a fire? 00:38:21.708 --> 00:38:21.967 I mean, 00:38:22.168 --> 00:38:24.190 so do you think I could manipulate 00:38:24.230 --> 00:38:25.431 a fire alarm? 00:38:25.952 --> 00:38:26.972 Could that ever happen? 00:38:27.492 --> 00:38:28.193 That's not good. 00:38:28.893 --> 00:38:29.914 Of course, I would never do that. 00:38:29.954 --> 00:38:30.856 I would never do that. 00:38:31.036 --> 00:38:32.197 We're not condoning that. 00:38:32.838 --> 00:38:34.099 not condoning that I'm 00:38:34.280 --> 00:38:35.121 neither confirming or 00:38:35.161 --> 00:38:36.242 denying if that actually 00:38:36.282 --> 00:38:37.282 happened but people asked 00:38:37.322 --> 00:38:38.063 and I was just like what 00:38:38.083 --> 00:38:39.224 are you talking about that 00:38:39.264 --> 00:38:40.505 was convenient that fire 00:38:40.545 --> 00:38:42.106 alarm went off at 7 58 and 00:38:42.126 --> 00:38:43.206 we had to clear the party 00:38:43.226 --> 00:38:44.108 to clear everybody by eight 00:38:44.128 --> 00:38:46.030 o'clock um so I would say 00:38:46.190 --> 00:38:47.791 it's a positive spin is we 00:38:47.871 --> 00:38:49.753 need new ideas we do we 00:38:49.893 --> 00:38:51.333 absolutely do you can't 00:38:51.653 --> 00:38:52.614 einstein said you can't 00:38:53.034 --> 00:38:54.175 solve your way out of a 00:38:54.215 --> 00:38:54.836 problem with the same 00:38:54.876 --> 00:38:56.438 thinking that got you into the problem 00:38:57.105 --> 00:38:58.286 So let it go. 00:38:58.306 --> 00:38:59.989 This is my monkey, my monkey bar idea. 00:39:00.010 --> 00:39:01.092 You got to let go of the old 00:39:01.132 --> 00:39:02.594 before you can swing towards the new. 00:39:02.614 --> 00:39:03.635 You can't otherwise you're 00:39:03.675 --> 00:39:04.217 just doing this. 00:39:04.277 --> 00:39:05.398 And that's I don't know what this is, 00:39:05.438 --> 00:39:05.860 but it's weird. 00:39:07.222 --> 00:39:07.862 Dave, what do you think? 00:39:07.882 --> 00:39:10.047 Yeah, I mean, 00:39:12.641 --> 00:39:13.021 Like you, 00:39:13.481 --> 00:39:15.302 I would say you've moved out of 00:39:15.902 --> 00:39:18.523 being a 40 hour a week PT, right? 00:39:18.583 --> 00:39:19.884 And I think since you've 00:39:19.923 --> 00:39:21.403 moved out of that position, I mean, 00:39:21.423 --> 00:39:22.963 the reality is most PTs are 00:39:23.003 --> 00:39:23.625 just too busy. 00:39:23.684 --> 00:39:24.824 We're too busy to innovate. 00:39:24.864 --> 00:39:25.945 We're too busy to think if 00:39:25.985 --> 00:39:27.005 you're treating patients, 00:39:27.525 --> 00:39:28.925 documenting after hours, 00:39:28.965 --> 00:39:30.666 you're in the clinic every single day, 00:39:30.746 --> 00:39:32.327 you're putting every ounce 00:39:32.367 --> 00:39:34.266 of energy into your patient care. 00:39:34.887 --> 00:39:36.128 What's left over is probably 00:39:36.148 --> 00:39:37.047 going to family. 00:39:37.467 --> 00:39:39.327 There was nothing left to innovate. 00:39:39.507 --> 00:39:41.688 And so you can't learn on that treadmill. 00:39:42.009 --> 00:39:42.789 Tony said it. 00:39:42.809 --> 00:39:45.170 The worst person to run a PT 00:39:45.210 --> 00:39:46.512 business is the PT treating. 00:39:47.692 --> 00:39:49.373 I'm not saying you can't do both. 00:39:49.413 --> 00:39:50.733 Beware of people who say always, never, 00:39:50.753 --> 00:39:51.134 or can't. 00:39:51.614 --> 00:39:54.615 But Dave's got to be reading stuff. 00:39:54.635 --> 00:39:56.097 He's got to be learning things. 00:39:56.117 --> 00:39:56.938 He's got to have his finger 00:39:56.958 --> 00:39:58.077 on the pulse of, well, 00:39:58.119 --> 00:39:59.759 how can I innovate to pay 00:39:59.798 --> 00:40:01.119 my therapist more, earn more, 00:40:01.460 --> 00:40:02.141 lower costs? 00:40:02.721 --> 00:40:03.822 And you couldn't, it would be, 00:40:03.842 --> 00:40:05.204 I shouldn't say couldn't, 00:40:05.264 --> 00:40:06.103 it'd be very difficult for 00:40:06.123 --> 00:40:07.505 you to do that at the 00:40:07.525 --> 00:40:08.706 capacity you need to be a 00:40:08.766 --> 00:40:10.387 business owner and a leader 00:40:10.949 --> 00:40:11.708 while you're treating 00:40:11.748 --> 00:40:13.030 patients 40 hours a week. 00:40:13.050 --> 00:40:14.211 I'm not saying you can't do any of it, 00:40:14.231 --> 00:40:16.414 but you need to spend time 00:40:16.974 --> 00:40:17.795 learning that stuff. 00:40:19.393 --> 00:40:21.275 This wasn't on today's agenda, 00:40:21.315 --> 00:40:22.356 but it's something that 00:40:22.376 --> 00:40:23.817 I've been thinking about a lot lately, 00:40:23.896 --> 00:40:25.418 especially for practice owners. 00:40:26.518 --> 00:40:28.621 Why or where did we think 00:40:29.081 --> 00:40:31.842 that we could be a great clinician? 00:40:32.143 --> 00:40:32.364 Right. 00:40:32.423 --> 00:40:34.485 Most of us leave employment 00:40:34.545 --> 00:40:35.445 somewhere because we want 00:40:35.465 --> 00:40:36.507 to do things our way and we 00:40:36.527 --> 00:40:37.067 want to be better 00:40:37.128 --> 00:40:38.068 therapists and we want to 00:40:38.108 --> 00:40:39.429 grow and earn more money. 00:40:39.449 --> 00:40:39.548 Right. 00:40:40.429 --> 00:40:43.313 But I'm like, there are full time CEOs, 00:40:43.914 --> 00:40:46.298 there are full time marketing individuals, 00:40:46.338 --> 00:40:47.780 there are full time billers, 00:40:47.840 --> 00:40:48.942 there are full time, 00:40:49.463 --> 00:40:51.105 every position in the business. 00:40:51.947 --> 00:40:53.708 Why do I think and I'm going 00:40:53.728 --> 00:40:54.951 to use me as the example. 00:40:56.065 --> 00:40:57.327 that I could be great at all 00:40:57.347 --> 00:40:58.146 of those things. 00:40:58.648 --> 00:41:01.090 Like, is it just pure ignorance? 00:41:01.150 --> 00:41:02.711 And I would say it was on my part. 00:41:03.233 --> 00:41:04.474 I don't know what I don't know. 00:41:04.594 --> 00:41:06.135 So I think, oh, well, 00:41:06.936 --> 00:41:08.036 I can start a business. 00:41:08.498 --> 00:41:09.938 Anybody could start a business. 00:41:10.380 --> 00:41:11.740 So I quit my job. 00:41:11.800 --> 00:41:12.882 I started my business. 00:41:12.922 --> 00:41:15.125 And then I realized, oh, 00:41:15.585 --> 00:41:16.746 maybe I bit off more than I 00:41:16.786 --> 00:41:17.646 could chew because now I'm 00:41:17.686 --> 00:41:18.608 treating 40 hours a week. 00:41:19.528 --> 00:41:20.628 and I'm running a business, 00:41:20.829 --> 00:41:22.050 and I'm cleaning the toilets, 00:41:22.230 --> 00:41:23.409 and I'm trying to market, 00:41:23.610 --> 00:41:24.670 and I'm trying to do 00:41:24.710 --> 00:41:26.030 accounting and bookkeeping 00:41:26.512 --> 00:41:28.411 and hiring and firing and 00:41:28.431 --> 00:41:30.032 payroll and all of those things. 00:41:30.913 --> 00:41:34.233 I just think we need to put 00:41:34.273 --> 00:41:35.614 the brakes on for a second, 00:41:36.014 --> 00:41:37.835 look at the landscape of 00:41:37.876 --> 00:41:39.856 what's going on and say, hey, 00:41:39.896 --> 00:41:41.317 maybe I'm not as good as I 00:41:41.356 --> 00:41:43.998 think at 50 different professions. 00:41:44.318 --> 00:41:46.257 And if I really want to focus on one, 00:41:46.358 --> 00:41:47.518 that's what I'm going to focus on. 00:41:47.929 --> 00:41:48.429 The phrase, 00:41:48.449 --> 00:41:49.411 and there's trending audio 00:41:49.431 --> 00:41:50.231 right now on Instagram. 00:41:50.251 --> 00:41:51.773 It's a great trending audio 00:41:51.793 --> 00:41:52.534 sort of campaign. 00:41:52.554 --> 00:41:53.173 That's what I like about 00:41:53.213 --> 00:41:54.856 Instagram is you can use the same audio, 00:41:54.876 --> 00:41:55.817 but you put your spin on it. 00:41:56.217 --> 00:41:56.876 And there's one, 00:41:56.896 --> 00:41:58.398 especially for females right now. 00:41:59.079 --> 00:42:01.240 And in the trending sort of reels, 00:42:01.942 --> 00:42:03.882 it's the audio is how hard could it be? 00:42:04.123 --> 00:42:04.603 Boys do it. 00:42:05.804 --> 00:42:06.284 Boys do it. 00:42:06.324 --> 00:42:08.626 And then there's females doing whatever, 00:42:08.666 --> 00:42:11.266 playing hockey, running CEOs, deadlifting, 00:42:11.306 --> 00:42:11.666 whatever. 00:42:12.085 --> 00:42:13.367 So I think the phrase is how 00:42:13.387 --> 00:42:13.947 hard could it be? 00:42:14.266 --> 00:42:15.786 Like I watched a boss do it. 00:42:15.927 --> 00:42:16.286 He doesn't, 00:42:16.706 --> 00:42:18.288 I've hung out with him for a year or two. 00:42:18.847 --> 00:42:20.668 He's not 10 times smarter than me. 00:42:20.887 --> 00:42:21.688 How hard could it be? 00:42:22.228 --> 00:42:23.068 And it's the iceberg. 00:42:23.148 --> 00:42:23.869 It's like, you're right. 00:42:24.628 --> 00:42:25.449 You don't need to be a super 00:42:25.469 --> 00:42:26.148 genius to do this, 00:42:26.389 --> 00:42:27.670 but you can't be half pregnant. 00:42:29.130 --> 00:42:29.309 Right. 00:42:29.489 --> 00:42:29.789 So it's like, 00:42:29.869 --> 00:42:31.150 I'm either doing this or I'm not. 00:42:31.190 --> 00:42:31.891 And I'm sure there are some 00:42:32.110 --> 00:42:33.771 strange individuals who can do both. 00:42:34.371 --> 00:42:35.253 But I bet you those strange 00:42:35.273 --> 00:42:36.335 individuals who can do both 00:42:36.655 --> 00:42:38.036 would be even better at 00:42:38.117 --> 00:42:39.438 doing it if that's what they did, 00:42:39.458 --> 00:42:40.800 if that's what they focused on, 00:42:40.820 --> 00:42:42.063 if that's what they eat, sleep, 00:42:42.242 --> 00:42:42.804 and breathe. 00:42:43.717 --> 00:42:44.737 Well, and I agree with Tony. 00:42:44.757 --> 00:42:45.896 I think it's definitely some 00:42:45.916 --> 00:42:48.257 of the ignorance or the ego. 00:42:48.737 --> 00:42:51.018 But then also, like for me, you know, 00:42:51.077 --> 00:42:52.878 my parents both have and 00:42:52.958 --> 00:42:56.018 had have had have small businesses. 00:42:56.039 --> 00:42:58.699 So like my dad has a tree 00:42:58.739 --> 00:43:00.480 service and my mom has like 00:43:00.579 --> 00:43:02.400 a direct mail marketing company. 00:43:02.480 --> 00:43:03.639 And so I've always 00:43:03.860 --> 00:43:05.240 respectfully and they don't 00:43:05.280 --> 00:43:05.721 listen to this. 00:43:06.440 --> 00:43:07.701 I've looked at them and I was like, I mean, 00:43:07.900 --> 00:43:10.242 if they can run a small 00:43:10.262 --> 00:43:11.101 business themselves. 00:43:13.643 --> 00:43:17.112 Of course, it gave me extra, I don't know, 00:43:17.251 --> 00:43:19.175 extra motivation that I could do it. 00:43:19.255 --> 00:43:20.840 And I saw the inner workings, 00:43:20.860 --> 00:43:21.601 the behind the scenes, 00:43:21.621 --> 00:43:22.623 the day-to-day and all that. 00:43:23.612 --> 00:43:26.134 maybe that allows me to step into this, 00:43:26.393 --> 00:43:26.653 you know, 00:43:26.733 --> 00:43:28.135 entrepreneurial world over time 00:43:28.195 --> 00:43:29.215 and just have more 00:43:29.315 --> 00:43:31.496 confidence or know where to 00:43:31.556 --> 00:43:32.675 find resources and all that 00:43:33.237 --> 00:43:35.056 versus someone that is also 00:43:35.077 --> 00:43:36.157 stepping into this with 00:43:36.217 --> 00:43:37.577 just the ignorance and the ego, 00:43:37.838 --> 00:43:38.679 but doesn't have the 00:43:38.739 --> 00:43:39.679 history of someone in their 00:43:39.699 --> 00:43:40.940 family or someone nearby 00:43:41.320 --> 00:43:42.539 where they saw the day-to-day, 00:43:42.579 --> 00:43:43.260 the challenges, 00:43:43.320 --> 00:43:44.940 the things that need to get done, 00:43:45.101 --> 00:43:46.501 the marketing, the accounting, all that. 00:43:46.902 --> 00:43:48.161 I saw how all that was 00:43:48.222 --> 00:43:49.103 behind the scenes for, 00:43:50.063 --> 00:43:51.364 two small businesses in a 00:43:51.403 --> 00:43:52.985 local community and I was 00:43:53.045 --> 00:43:54.746 like of course I could do 00:43:54.786 --> 00:43:56.585 that and like obviously my 00:43:56.606 --> 00:43:57.847 goal is to you know be much 00:43:57.927 --> 00:43:59.228 larger and and bigger than 00:43:59.268 --> 00:44:00.608 that so if someone doesn't 00:44:00.628 --> 00:44:01.389 have that background of 00:44:01.429 --> 00:44:02.670 someone in their family or 00:44:02.690 --> 00:44:04.471 a sibling or someone with a 00:44:04.510 --> 00:44:05.490 small business that's when 00:44:05.510 --> 00:44:06.512 I think you can even get 00:44:06.731 --> 00:44:08.612 more in in trouble or you 00:44:08.632 --> 00:44:09.413 just have to seek out 00:44:09.532 --> 00:44:11.793 resources and that'll you 00:44:11.813 --> 00:44:12.715 know cover those weaknesses 00:44:13.094 --> 00:44:14.036 I was in college and I 00:44:14.076 --> 00:44:15.137 wanted to own a bar. 00:44:15.157 --> 00:44:16.418 I wanted to open a bar when I was done. 00:44:16.617 --> 00:44:17.338 And then I worked for my 00:44:17.398 --> 00:44:18.860 uncle for two summers who owned a bar. 00:44:19.000 --> 00:44:19.860 And then I just realized I 00:44:19.900 --> 00:44:20.701 wanted to go to bars. 00:44:22.501 --> 00:44:24.204 I was like, no, I don't want this. 00:44:24.384 --> 00:44:26.085 But that was a great way to 00:44:26.105 --> 00:44:27.065 get paid to learn what I 00:44:27.106 --> 00:44:27.746 didn't want to do. 00:44:28.007 --> 00:44:28.646 I was like, no, 00:44:28.686 --> 00:44:30.288 I don't want to do any of that. 00:44:30.327 --> 00:44:30.969 That seems horrible. 00:44:31.514 --> 00:44:32.295 So there's got to be a 00:44:32.375 --> 00:44:33.496 component also with 00:44:34.317 --> 00:44:36.920 self-awareness and with not IQ, 00:44:36.940 --> 00:44:38.541 but the EQ, the emotional intelligence, 00:44:38.581 --> 00:44:40.903 the self-awareness is, I think, 00:44:41.523 --> 00:44:43.445 part of that whole ego, ignorance, 00:44:43.485 --> 00:44:45.088 all that in stepping into a 00:44:45.128 --> 00:44:47.130 business or entrepreneurship or whatever. 00:44:47.230 --> 00:44:48.650 And you have to have the self-awareness of, 00:44:49.052 --> 00:44:49.652 like Tony said, 00:44:49.692 --> 00:44:51.673 you can't be an expert of all 50 things. 00:44:52.434 --> 00:44:53.016 So you have to have the 00:44:53.036 --> 00:44:53.916 self-awareness of like, 00:44:53.956 --> 00:44:55.677 where do I go for resources, for learning, 00:44:55.717 --> 00:44:56.697 for help, for support? 00:44:56.739 --> 00:44:57.398 Who do I hire? 00:44:57.498 --> 00:44:58.679 How do I hire an interview? 00:44:59.099 --> 00:44:59.420 All that. 00:44:59.561 --> 00:45:00.481 And that's the thing. 00:45:00.521 --> 00:45:01.882 It's just it's not one day. 00:45:01.963 --> 00:45:02.963 It takes like it's a journey. 00:45:03.003 --> 00:45:04.485 It's like every day, every week, 00:45:04.525 --> 00:45:06.606 every month, like you are evolving. 00:45:06.646 --> 00:45:07.947 You're finding these resources. 00:45:07.987 --> 00:45:08.967 You're getting better. 00:45:09.108 --> 00:45:09.548 All of that. 00:45:10.369 --> 00:45:11.789 But the self-awareness is a 00:45:11.849 --> 00:45:12.411 huge component. 00:45:12.742 --> 00:45:13.041 Yeah. 00:45:13.161 --> 00:45:14.902 I mean, this is not to get too deep. 00:45:14.943 --> 00:45:16.043 This is one reason I think I 00:45:16.083 --> 00:45:18.945 left patient care is things moved slowly. 00:45:19.367 --> 00:45:20.027 And that's okay. 00:45:20.067 --> 00:45:20.567 That's good. 00:45:20.726 --> 00:45:21.588 That's not good for Jimmy. 00:45:22.168 --> 00:45:23.708 The EQ for Jimmy was, 00:45:23.989 --> 00:45:25.331 this is killing me because I'm like, 00:45:25.431 --> 00:45:26.010 oh my gosh. 00:45:26.431 --> 00:45:27.552 Or people would be like, well, 00:45:27.572 --> 00:45:28.313 I'm not really doing that. 00:45:28.333 --> 00:45:29.132 Can you just rub it? 00:45:29.172 --> 00:45:30.693 And I'm like, no, get out. 00:45:30.713 --> 00:45:32.534 That's not great, right? 00:45:32.896 --> 00:45:34.516 But I knew that for me, which is like, 00:45:34.556 --> 00:45:35.757 this is going to drive me 00:45:35.858 --> 00:45:37.579 nuts because I don't operate like this. 00:45:37.898 --> 00:45:38.418 Probably should have done 00:45:38.438 --> 00:45:40.001 some research before I went to PT school, 00:45:40.021 --> 00:45:40.360 huh, guys? 00:45:40.820 --> 00:45:43.563 But I still think it was a 00:45:43.603 --> 00:45:44.402 good decision for me to go 00:45:44.423 --> 00:45:45.143 to PT school because I 00:45:45.284 --> 00:45:46.585 really still believe in the product, 00:45:46.664 --> 00:45:47.726 the service that we provide. 00:45:48.766 --> 00:45:50.588 But I shouldn't be the one providing it. 00:45:51.248 --> 00:45:53.570 But I'd be a great mouthpiece, right? 00:45:53.590 --> 00:45:53.769 Yeah. 00:45:55.146 --> 00:45:55.748 And that's the thing. 00:45:55.788 --> 00:45:57.027 I think we, you know, 00:45:57.088 --> 00:45:59.329 we fall into the right spot. 00:45:59.989 --> 00:46:01.231 I couldn't stay at a 00:46:01.311 --> 00:46:02.871 hospital as an employee 00:46:02.931 --> 00:46:03.992 because I wanted to make 00:46:04.032 --> 00:46:05.793 change and it just couldn't happen. 00:46:06.773 --> 00:46:08.695 Even though I knew things could be better, 00:46:09.235 --> 00:46:10.356 the upper management 00:46:10.456 --> 00:46:11.878 wouldn't allow that to happen. 00:46:11.918 --> 00:46:13.398 So I had to leave that environment. 00:46:13.418 --> 00:46:14.079 So I think a lot of 00:46:14.119 --> 00:46:15.039 therapists do find 00:46:15.099 --> 00:46:16.880 themselves in that position 00:46:17.380 --> 00:46:18.641 where you're choosing the 00:46:18.702 --> 00:46:20.043 lesser of two evils. 00:46:20.702 --> 00:46:21.923 But when you look at the 00:46:21.983 --> 00:46:24.005 most successful private practice owners, 00:46:24.045 --> 00:46:26.288 and I'm gonna use success in air quotes, 00:46:26.427 --> 00:46:28.070 if you're watching YouTube, 00:46:30.047 --> 00:46:31.728 I would consider myself successful, 00:46:32.347 --> 00:46:33.447 but I've certainly moved 00:46:33.547 --> 00:46:35.648 out of 40 hour a week patient care. 00:46:36.289 --> 00:46:38.949 I embraced learning how to run a business, 00:46:39.030 --> 00:46:40.811 learning how to be a CEO. 00:46:41.271 --> 00:46:42.851 But when I look at other examples, 00:46:42.911 --> 00:46:43.851 therapists that I know 00:46:43.952 --> 00:46:45.733 closely who have said, 00:46:45.753 --> 00:46:48.012 I know I'm not the best CEO. 00:46:48.172 --> 00:46:49.733 I know I'm not the best marketer. 00:46:50.153 --> 00:46:51.394 I'm going to go hire those. 00:46:51.894 --> 00:46:54.916 They've 10x their growth compared to mine. 00:46:55.556 --> 00:46:59.057 I am a hundred times slower and, 00:46:59.297 --> 00:47:00.778 and I am the bottleneck in 00:47:00.858 --> 00:47:01.780 growing the business to 00:47:01.820 --> 00:47:02.639 where it could have been, 00:47:02.679 --> 00:47:03.280 should have been. 00:47:04.001 --> 00:47:05.041 But when I see other 00:47:05.081 --> 00:47:06.802 therapists who are willing 00:47:06.882 --> 00:47:08.744 to go out and hire those 00:47:08.804 --> 00:47:10.565 physicians because they 00:47:10.585 --> 00:47:11.405 know what they're good at, 00:47:11.425 --> 00:47:12.246 they know what other people 00:47:12.286 --> 00:47:13.365 are better than that. 00:47:14.027 --> 00:47:15.206 Um, they just blew up. 00:47:15.347 --> 00:47:15.568 I mean, 00:47:15.608 --> 00:47:16.887 they just exploded into the 00:47:16.947 --> 00:47:17.949 multiple millions of 00:47:18.748 --> 00:47:20.369 But it is what it is. 00:47:20.831 --> 00:47:22.431 I'm still happy with where I am. 00:47:22.452 --> 00:47:23.193 I'm content. 00:47:23.273 --> 00:47:25.233 My priorities are in check, I believe. 00:47:25.835 --> 00:47:27.795 So we have to know what we 00:47:27.856 --> 00:47:31.039 truly want versus what 00:47:31.099 --> 00:47:32.559 society might think we should have. 00:47:33.019 --> 00:47:34.201 And also knowing your own 00:47:34.221 --> 00:47:35.422 capabilities and your own skills. 00:47:35.442 --> 00:47:36.802 And if you don't have it, you hire it. 00:47:36.842 --> 00:47:37.583 And that, again, 00:47:37.704 --> 00:47:38.764 the self-awareness component, 00:47:38.804 --> 00:47:39.525 that's huge. 00:47:39.826 --> 00:47:40.186 I agree. 00:47:40.286 --> 00:47:40.505 All right, 00:47:40.545 --> 00:47:41.487 let's wrap this thing up with an 00:47:41.527 --> 00:47:42.447 idea of parting shot, 00:47:42.467 --> 00:47:43.007 unless you guys had 00:47:43.027 --> 00:47:44.068 anything else you wanted to get into. 00:47:44.088 --> 00:47:45.010 That's all I had on my list. 00:47:45.753 --> 00:47:47.014 No, let's go with Dave. 00:47:47.054 --> 00:47:48.375 What's your parting shot? 00:47:48.394 --> 00:47:50.514 What would you want to leave? 00:47:50.614 --> 00:47:51.916 Let's say with the Wendy's 00:47:51.956 --> 00:47:53.436 thing and then my idea with 00:47:53.496 --> 00:47:55.617 the fake protest type thing 00:47:55.657 --> 00:47:57.217 to get marketing awareness 00:47:57.297 --> 00:47:59.117 or attention for your practice nearby. 00:48:00.657 --> 00:48:02.057 Just continue to consume 00:48:02.117 --> 00:48:03.478 different media outlets that are... 00:48:05.759 --> 00:48:06.398 How can you learn from, 00:48:06.458 --> 00:48:07.940 how can you in your practice today, 00:48:08.199 --> 00:48:09.679 whether you're brick and mortar or mobile, 00:48:09.900 --> 00:48:11.001 how can you learn from this 00:48:11.181 --> 00:48:11.740 Wendy's thing? 00:48:11.820 --> 00:48:12.541 Again, I love it. 00:48:12.581 --> 00:48:13.802 Was it genius or gas? 00:48:14.121 --> 00:48:15.101 That's up to you to decide. 00:48:15.942 --> 00:48:17.282 Or the idea with the fake 00:48:17.322 --> 00:48:18.282 protesting and the marketing, 00:48:18.342 --> 00:48:19.264 how can you use some of 00:48:19.304 --> 00:48:20.123 these out of the box 00:48:20.224 --> 00:48:22.324 marketing ideas to just, 00:48:22.844 --> 00:48:23.664 just gain attention? 00:48:23.764 --> 00:48:25.306 You're not going to necessarily track, 00:48:25.726 --> 00:48:26.005 you know, 00:48:26.025 --> 00:48:27.505 evaluations or something like that. 00:48:28.025 --> 00:48:28.646 How can you get more 00:48:28.686 --> 00:48:29.586 attention in your community? 00:48:30.664 --> 00:48:30.804 Yeah. 00:48:31.224 --> 00:48:33.865 And staying with that out of the box idea, 00:48:33.885 --> 00:48:36.887 it's, you know, leave the profession, 00:48:36.947 --> 00:48:38.288 whether it's figuratively 00:48:38.507 --> 00:48:41.590 or literally to find new ideas, 00:48:41.630 --> 00:48:42.170 to innovate, 00:48:42.190 --> 00:48:43.550 to figure out how we can do 00:48:43.590 --> 00:48:44.451 what we want to do, 00:48:44.530 --> 00:48:45.652 achieve the outcome we want 00:48:45.672 --> 00:48:47.893 to achieve in maybe a different way. 00:48:47.913 --> 00:48:50.893 I get all of my best ideas 00:48:51.014 --> 00:48:53.315 from people that are not in health care. 00:48:55.936 --> 00:48:56.036 Yeah. 00:48:56.056 --> 00:48:56.157 Yeah. 00:48:56.422 --> 00:48:56.623 I would, 00:48:56.682 --> 00:48:57.903 I would say to play off both of those. 00:48:58.284 --> 00:48:58.905 Well, first of all, 00:48:58.925 --> 00:49:00.144 I need to slide this in. 00:49:00.786 --> 00:49:01.905 Did you know that I had a 00:49:01.985 --> 00:49:04.947 drink on the menu at 55 00:49:04.947 --> 00:49:06.009 different Wendy's locations? 00:49:06.048 --> 00:49:07.090 I had to bring this up. 00:49:07.130 --> 00:49:09.831 We were doing every top of 00:49:09.851 --> 00:49:11.492 the show every year. 00:49:11.512 --> 00:49:12.873 Stay with us. 00:49:13.172 --> 00:49:14.193 Was it about me people? 00:49:14.534 --> 00:49:15.695 So every year my radio 00:49:15.715 --> 00:49:17.175 station did a thing called roof-a-thon. 00:49:17.315 --> 00:49:18.456 I stole that idea from an 00:49:18.556 --> 00:49:19.677 old radio station I worked with, 00:49:19.737 --> 00:49:20.538 but then the one I ran, 00:49:20.557 --> 00:49:21.097 we did roof-a-thon. 00:49:21.117 --> 00:49:22.458 We broadcast live from the roof. 00:49:23.079 --> 00:49:24.639 of a Wendy's for three days 00:49:24.818 --> 00:49:25.460 raising money for the 00:49:25.480 --> 00:49:27.380 American Red Cross every 00:49:27.420 --> 00:49:28.280 morning we do the morning 00:49:28.320 --> 00:49:29.739 show there I as the program 00:49:29.760 --> 00:49:30.340 director would get there 00:49:30.481 --> 00:49:31.340 four or five o'clock in the 00:49:31.360 --> 00:49:31.900 morning to make sure 00:49:31.920 --> 00:49:33.001 everything was good and 00:49:33.161 --> 00:49:34.440 every day the engineer the 00:49:34.460 --> 00:49:35.342 guy in charge of the 00:49:35.422 --> 00:49:36.942 Wendy's locations and the 00:49:37.081 --> 00:49:38.442 owner owned like 55 of them 00:49:38.882 --> 00:49:39.822 would be like who wants 00:49:39.882 --> 00:49:41.043 coffee and I didn't drink 00:49:41.083 --> 00:49:42.623 coffee but he felt I saw 00:49:42.663 --> 00:49:43.603 him he felt bad that he 00:49:43.643 --> 00:49:45.063 wasn't giving me he gave 00:49:45.103 --> 00:49:46.224 all my guys and girls stuff 00:49:46.244 --> 00:49:47.304 he wasn't giving me something 00:49:47.923 --> 00:49:48.264 And I was like, 00:49:48.364 --> 00:49:48.985 I got to be honest with you. 00:49:49.045 --> 00:49:50.204 I can't drink hot drinks. 00:49:50.405 --> 00:49:51.626 I got a really sensitive tongue, guys. 00:49:51.666 --> 00:49:52.206 What can I say? 00:49:52.726 --> 00:49:53.507 So I said, you know what? 00:49:53.668 --> 00:49:55.027 I don't mind coffee ice cream. 00:49:55.108 --> 00:49:56.409 What if you threw a Frosty 00:49:56.929 --> 00:49:58.070 and coffee ice cream 00:49:58.110 --> 00:49:59.550 together and that would 00:49:59.610 --> 00:50:00.891 cool it off and then I'm happy. 00:50:01.251 --> 00:50:01.592 Honestly, 00:50:01.652 --> 00:50:03.012 I told him to do it just so he'd 00:50:03.213 --> 00:50:04.574 give me something just so 00:50:04.614 --> 00:50:05.755 he'd not feel that bad. 00:50:05.934 --> 00:50:06.375 He did it. 00:50:06.755 --> 00:50:07.235 I tried it. 00:50:07.536 --> 00:50:08.096 It was great. 00:50:08.235 --> 00:50:09.097 We made a bit about it on 00:50:09.137 --> 00:50:09.777 the morning show. 00:50:10.157 --> 00:50:11.617 People started ordering it 00:50:11.918 --> 00:50:12.759 at different Wendy's. 00:50:12.798 --> 00:50:12.958 Look, 00:50:12.978 --> 00:50:16.081 because I gave it a name and I called 00:50:16.121 --> 00:50:17.322 it the Frosty Chino. 00:50:17.782 --> 00:50:19.603 now people started ordering 00:50:19.623 --> 00:50:20.543 it that three-day weekend 00:50:20.563 --> 00:50:21.402 they started making it and 00:50:21.422 --> 00:50:21.983 they're like I don't know 00:50:22.003 --> 00:50:23.023 we'll charge a buck and 00:50:23.043 --> 00:50:23.744 then oh by the way the 00:50:23.824 --> 00:50:25.123 owner was smart he pivoted 00:50:25.204 --> 00:50:27.184 on a dime and said every 00:50:27.224 --> 00:50:29.266 Frosty Chino a dollar from 00:50:29.286 --> 00:50:30.065 it will charge two bucks 00:50:30.166 --> 00:50:31.045 every dollar is going to go 00:50:31.085 --> 00:50:32.005 for the the total because 00:50:32.025 --> 00:50:32.806 we wanted the total for the 00:50:32.827 --> 00:50:33.726 American Red Cross the big 00:50:33.766 --> 00:50:34.967 reveal to be big and he was 00:50:35.007 --> 00:50:36.128 in on that he got it and he 00:50:36.188 --> 00:50:37.047 owned a bunch of locations 00:50:37.487 --> 00:50:38.447 well it went so well people 00:50:38.467 --> 00:50:40.088 were asking about it after that weekend 00:50:40.588 --> 00:50:42.130 And he was on the advisory 00:50:42.170 --> 00:50:43.010 board for Wendy's, 00:50:43.050 --> 00:50:44.190 like the franchisee board. 00:50:44.230 --> 00:50:45.251 He's like, here's something. 00:50:45.291 --> 00:50:46.771 That's how things wind up on the menu. 00:50:46.831 --> 00:50:48.231 Somebody says something and they try it. 00:50:48.612 --> 00:50:50.452 They tested it out for three 00:50:50.492 --> 00:50:51.992 months or whatever, and it failed. 00:50:52.393 --> 00:50:52.833 Eh, whatever. 00:50:52.853 --> 00:50:53.552 I wasn't getting a nickel 00:50:53.572 --> 00:50:54.673 per Frosty Chino anyway. 00:50:55.253 --> 00:50:56.393 Six, seven years later, 00:50:56.554 --> 00:50:57.454 I'm now living in South 00:50:57.474 --> 00:50:59.554 Carolina doing my prereqs for PT school. 00:50:59.974 --> 00:51:02.315 What do I see a TV commercial for? 00:51:02.755 --> 00:51:04.416 The Frosty Chino. 00:51:04.436 --> 00:51:05.677 They even kept the name, 00:51:05.996 --> 00:51:07.538 which I want to circle back to. 00:51:09.480 --> 00:51:10.820 If someone had to drive up 00:51:10.840 --> 00:51:12.041 to a drive-thru window and 00:51:12.081 --> 00:51:13.503 talk in a little squawk box and be like, 00:51:13.824 --> 00:51:14.623 can I have that thing, 00:51:14.664 --> 00:51:15.925 the radio guy with the ice 00:51:15.985 --> 00:51:16.905 cream and the coffee? 00:51:17.246 --> 00:51:17.907 I gave it a name. 00:51:18.307 --> 00:51:19.849 I learned that as a lesson really well, 00:51:20.048 --> 00:51:20.228 right? 00:51:20.590 --> 00:51:22.251 Look at what I just had both of you do. 00:51:22.530 --> 00:51:24.253 In the beginning of my podcast, 00:51:24.293 --> 00:51:26.494 I was talking to smart people in PT, 00:51:26.534 --> 00:51:27.835 people I looked up to and respected. 00:51:28.315 --> 00:51:29.396 I didn't know how to get 00:51:29.456 --> 00:51:31.119 them to sort of cut it off. 00:51:31.259 --> 00:51:31.878 We're done talking. 00:51:31.898 --> 00:51:32.579 All right, it's the end of it. 00:51:32.639 --> 00:51:34.300 I didn't want to, it felt disrespectful. 00:51:34.862 --> 00:51:35.943 So I came up with the parting shot. 00:51:37.047 --> 00:51:38.469 It has the word parting in it, 00:51:38.789 --> 00:51:40.789 but it's a positive thing for them. 00:51:41.030 --> 00:51:41.871 Hey, as we wrap up, 00:51:41.911 --> 00:51:42.672 what's your parting shot? 00:51:42.692 --> 00:51:43.231 What do you want to leave 00:51:43.251 --> 00:51:44.012 with the audience today? 00:51:44.592 --> 00:51:45.653 It was my egress. 00:51:45.713 --> 00:51:47.054 Did you guys ever hear of the egress? 00:51:48.155 --> 00:51:48.474 P.T. 00:51:48.514 --> 00:51:51.137 Barnum had his sideshow and 00:51:51.297 --> 00:51:52.177 you pay a ticket and you 00:51:52.217 --> 00:51:53.038 walk through all these 00:51:53.097 --> 00:51:53.878 tents and look at the 00:51:53.918 --> 00:51:55.260 bearded lady and the sword swallower. 00:51:55.739 --> 00:51:56.661 And you could go backwards 00:51:56.721 --> 00:51:57.902 and forwards and spend all day. 00:51:57.942 --> 00:51:59.222 He couldn't get people out. 00:51:59.682 --> 00:52:01.344 So we had these masses of people. 00:52:01.625 --> 00:52:03.425 So he put up a sign around this corner, 00:52:03.766 --> 00:52:04.646 come see the egress. 00:52:04.867 --> 00:52:06.989 So you turn the corner past a velvet rope, 00:52:07.168 --> 00:52:08.710 past a bouncer and realized 00:52:08.851 --> 00:52:10.851 egress in Latin means exit. 00:52:11.012 --> 00:52:12.653 So you saw the egress and 00:52:12.673 --> 00:52:13.333 you want to come back 00:52:13.353 --> 00:52:14.355 through into the beard lady. 00:52:14.715 --> 00:52:16.157 You got to pay another nickel, my friend. 00:52:16.396 --> 00:52:18.679 So if you give it a name, it's sort of, 00:52:18.858 --> 00:52:20.880 it's step one in becoming real. 00:52:20.920 --> 00:52:22.101 Doesn't mean it's going to be successful, 00:52:22.121 --> 00:52:22.181 but, 00:52:22.702 --> 00:52:24.523 But it become the intangible 00:52:24.563 --> 00:52:25.706 becomes tangible then. 00:52:25.786 --> 00:52:27.068 So I think Wendy's big error 00:52:27.108 --> 00:52:28.028 here was not giving in the 00:52:28.068 --> 00:52:31.092 name matinee prices square 00:52:31.132 --> 00:52:32.755 hour or something to do with Wendy's. 00:52:33.576 --> 00:52:34.197 They didn't do that. 00:52:34.237 --> 00:52:35.719 But again, I think they're devious enough. 00:52:35.778 --> 00:52:36.980 I think they didn't do that on purpose. 00:52:37.139 --> 00:52:38.461 So when they reveal the real name, 00:52:38.782 --> 00:52:40.605 it's got it's not an even bigger wave. 00:52:41.032 --> 00:52:41.713 gonna release this on the 00:52:41.753 --> 00:52:42.753 podcast here's what we're 00:52:42.773 --> 00:52:43.853 doing we're doing this 00:52:43.974 --> 00:52:44.974 every single thursday 00:52:45.375 --> 00:52:46.956 thursday morning 8 30 these 00:52:46.996 --> 00:52:48.496 guys are busy I work from 00:52:48.516 --> 00:52:50.376 my house um but we're doing 00:52:50.416 --> 00:52:50.956 this live stream 00:52:51.317 --> 00:52:52.018 essentially I think the 00:52:52.038 --> 00:52:52.858 format really is we each 00:52:52.898 --> 00:52:53.978 bring one topic or idea 00:52:53.998 --> 00:52:54.898 from the last seven days 00:52:54.918 --> 00:52:56.318 and then chew on it but 00:52:56.338 --> 00:52:57.699 then my take isn't the only 00:52:57.739 --> 00:52:58.619 take we should take maybe 00:52:58.639 --> 00:52:59.601 it's maybe I'm wrong maybe 00:52:59.621 --> 00:53:00.981 the opposite so we're doing 00:53:01.021 --> 00:53:02.222 this I will give people the 00:53:02.262 --> 00:53:03.541 chance if you want to throw 00:53:03.601 --> 00:53:04.922 out something that we maybe 00:53:05.003 --> 00:53:05.902 you want to see on the list 00:53:05.922 --> 00:53:06.923 you want to put on the batting order 00:53:07.483 --> 00:53:08.105 Feel free. 00:53:08.485 --> 00:53:10.606 I'll put the social channels 00:53:10.646 --> 00:53:12.686 for all of us in the show 00:53:12.726 --> 00:53:13.987 notes of this podcast episode. 00:53:14.268 --> 00:53:15.668 So this is where a live stream, 00:53:15.869 --> 00:53:16.710 if you're going to create 00:53:16.750 --> 00:53:18.590 marketing for your organization, 00:53:18.871 --> 00:53:20.132 a live stream of us yakking 00:53:20.152 --> 00:53:21.713 it up for 55 minutes can 00:53:21.733 --> 00:53:22.893 become a podcast episode. 00:53:23.034 --> 00:53:24.655 I can run the transcript through ChatGPT, 00:53:24.675 --> 00:53:25.375 can become a LinkedIn 00:53:25.414 --> 00:53:26.396 article to summing everything up. 00:53:26.916 --> 00:53:28.778 We're doing the trick in public, 00:53:28.798 --> 00:53:29.539 and we're showing you how 00:53:29.579 --> 00:53:30.260 we do the trick. 00:53:30.340 --> 00:53:30.980 It's not a trick. 00:53:31.019 --> 00:53:32.561 It's actually just best practices. 00:53:32.961 --> 00:53:33.722 So if there's something you 00:53:33.742 --> 00:53:34.603 think we should talk about 00:53:34.663 --> 00:53:35.704 or you want to hear our spin, 00:53:36.224 --> 00:53:36.764 give it to us. 00:53:36.844 --> 00:53:37.766 We'd love to give our spin. 00:53:38.326 --> 00:53:39.146 That was our parting shot. 00:53:39.447 --> 00:53:39.987 That's all we got. 00:53:40.128 --> 00:53:41.268 Are we done now? 00:53:41.588 --> 00:53:42.969 It's not my show. 00:53:43.030 --> 00:53:44.592 It's a third of our show, but that's good. 00:53:44.952 --> 00:53:45.472 All right. 00:53:45.552 --> 00:53:48.315 Next week, same bat channel, same bat time, 00:53:48.454 --> 00:53:50.076 live on all of our social channels, 00:53:50.076 --> 00:53:52.478 8.30 Eastern on Thursdays. 00:53:52.518 --> 00:53:53.478 Gentlemen, thanks for coming aboard. 00:53:54.659 --> 00:53:54.880 Thank you.