What Wendy’s Can Teach Physical Therapists About Growth

WEBVTT

00:00:03.039 --> 00:00:04.799
Broadcasting way too early from three

00:00:04.839 --> 00:00:06.341
separate Wi-Fi connections.

00:00:06.381 --> 00:00:10.063
It's PT Breakfast Club with Tony Meritato,

00:00:10.343 --> 00:00:18.346
Dave Kittle, and Jimmy McKay.

00:00:18.365 --> 00:00:19.387
All right, good morning to you.

00:00:19.567 --> 00:00:20.728
This is PT Breakfast Club,

00:00:20.748 --> 00:00:22.647
the only show that mixes espresso with

00:00:22.687 --> 00:00:23.408
TheraBand.

00:00:23.768 --> 00:00:26.890
We are plus one Tony and minus one

00:00:26.910 --> 00:00:27.870
Dave, I guess.

00:00:29.487 --> 00:00:33.011
all averages out it all balances it all

00:00:33.051 --> 00:00:35.231
balances tony how you doing this morning i

00:00:35.313 --> 00:00:38.215
am doing amazing i am about three hundred

00:00:38.255 --> 00:00:42.938
miles outside of uh niagara falls we're

00:00:42.978 --> 00:00:45.380
taking an early road trip my thirteen year

00:00:45.399 --> 00:00:48.463
old son and i so i got nothing

00:00:48.503 --> 00:00:52.326
but time nice um all right so what

00:00:52.345 --> 00:00:55.287
do you want to talk about first dave

00:00:55.487 --> 00:00:57.069
was talking about a few different things

00:00:57.390 --> 00:00:57.570
one

00:00:59.042 --> 00:01:00.423
I think he wanted your input,

00:01:00.563 --> 00:01:01.323
but he's not here.

00:01:01.384 --> 00:01:02.924
So do we wait for it in terms

00:01:02.965 --> 00:01:04.325
of like, hey,

00:01:05.385 --> 00:01:07.768
how great is this that I got a

00:01:07.908 --> 00:01:08.728
one-star review?

00:01:08.808 --> 00:01:11.030
I've got the video and everything queued

00:01:11.129 --> 00:01:11.329
up.

00:01:12.730 --> 00:01:14.772
We sort of touched on it a little

00:01:14.793 --> 00:01:15.033
bit,

00:01:15.112 --> 00:01:16.813
and I think it's pretty obvious how great

00:01:16.894 --> 00:01:17.353
it is,

00:01:17.394 --> 00:01:19.215
but maybe it isn't obvious to people who

00:01:19.234 --> 00:01:20.135
don't make this sort of things.

00:01:20.156 --> 00:01:22.358
Let's tease it for Tuesday.

00:01:22.658 --> 00:01:23.418
We'll push it to Tuesday.

00:01:23.537 --> 00:01:24.078
Okay.

00:01:24.969 --> 00:01:29.632
For reference, I got a one-star review.

00:01:30.513 --> 00:01:31.832
It happens to all of us.

00:01:33.213 --> 00:01:34.734
It's definitely something we're talking

00:01:34.775 --> 00:01:36.114
about when we're all together.

00:01:36.695 --> 00:01:37.016
Totally.

00:01:37.855 --> 00:01:40.236
If you look on Apple Podcasts,

00:01:41.597 --> 00:01:44.299
my podcast has one one-star review.

00:01:44.539 --> 00:01:46.739
It is simply not just the star,

00:01:47.421 --> 00:01:50.081
also the explanation that goes with it.

00:01:50.882 --> 00:01:51.783
I had a guest on

00:01:52.832 --> 00:01:55.575
And her aunt got so excited because she

00:01:55.594 --> 00:01:56.835
shared it on the socials.

00:01:57.236 --> 00:01:59.257
And this woman's aunt listened.

00:02:00.037 --> 00:02:02.420
And I guess her stereo was broken.

00:02:03.161 --> 00:02:05.281
So one of her speakers was not working.

00:02:05.862 --> 00:02:08.304
So she was yelling at me because she

00:02:08.324 --> 00:02:09.806
could only hear it out of one speaker.

00:02:09.825 --> 00:02:10.725
And I was like, you know what?

00:02:12.287 --> 00:02:13.268
I'm not even going to refute that.

00:02:13.307 --> 00:02:13.968
That's too funny.

00:02:14.068 --> 00:02:14.408
I like it.

00:02:14.449 --> 00:02:14.989
I want to keep it.

00:02:15.969 --> 00:02:18.852
Yes, you got to love.

00:02:18.891 --> 00:02:20.372
How do these individuals function in

00:02:20.393 --> 00:02:20.552
society?

00:02:21.819 --> 00:02:22.600
I don't know.

00:02:23.181 --> 00:02:25.182
I ask myself that constantly.

00:02:25.203 --> 00:02:29.425
I'm like, how does this person function?

00:02:29.566 --> 00:02:30.486
I don't know.

00:02:31.366 --> 00:02:32.048
I don't know.

00:02:32.328 --> 00:02:34.008
But here's my question.

00:02:35.066 --> 00:02:37.167
to people or my statement and question to

00:02:37.187 --> 00:02:37.926
you is,

00:02:38.647 --> 00:02:39.788
if I'm gonna go buy a new set

00:02:39.807 --> 00:02:41.649
of headphones or if I'm gonna buy anything

00:02:41.769 --> 00:02:44.030
online now or a restaurant or anything,

00:02:44.651 --> 00:02:46.831
if I see something that's too clean,

00:02:47.951 --> 00:02:50.032
it feels, I don't know,

00:02:50.073 --> 00:02:51.354
like there's something in my radar that

00:02:51.394 --> 00:02:51.894
goes off.

00:02:51.933 --> 00:02:52.334
If you've got,

00:02:53.794 --> 00:02:55.977
a thousand reviews and seven hundred of

00:02:55.997 --> 00:02:59.159
them are five star and three fifty seven.

00:02:59.659 --> 00:02:59.901
Sorry.

00:02:59.980 --> 00:03:02.362
Two hundred of them are four star.

00:03:02.562 --> 00:03:04.145
And then there's a smattering of threes

00:03:04.164 --> 00:03:05.004
and twos and ones.

00:03:05.306 --> 00:03:06.086
I'm OK with that.

00:03:06.105 --> 00:03:07.527
Yeah.

00:03:07.568 --> 00:03:11.812
Like I've seen I've seen restaurants take

00:03:11.831 --> 00:03:13.913
their one star review and make a T-shirt

00:03:13.953 --> 00:03:14.294
out of it.

00:03:15.665 --> 00:03:17.426
Like there was somebody who left a bad

00:03:17.486 --> 00:03:19.528
review on like a rib place and they

00:03:19.549 --> 00:03:21.289
were like, no vegetarian options.

00:03:21.310 --> 00:03:22.510
And they were like, thanks, Karen.

00:03:22.550 --> 00:03:23.852
And they put it on a t-shirt.

00:03:24.132 --> 00:03:25.353
Like they embraced it.

00:03:25.372 --> 00:03:27.574
They leaned into like, listen,

00:03:27.614 --> 00:03:28.715
if you want vegetables,

00:03:28.794 --> 00:03:31.176
like maybe the meat shack in, you know,

00:03:31.236 --> 00:03:33.237
New Orleans isn't the place for you to

00:03:33.277 --> 00:03:33.578
go.

00:03:34.058 --> 00:03:35.019
That's what we're about.

00:03:35.419 --> 00:03:38.222
So, you know, just in terms of like,

00:03:39.182 --> 00:03:41.146
Uh, it's called like knowledge sent.

00:03:41.407 --> 00:03:43.510
So when people go sniffing around,

00:03:43.671 --> 00:03:45.335
if I see something that's too clean,

00:03:45.656 --> 00:03:46.957
I might move on because I'm like,

00:03:47.078 --> 00:03:47.459
I don't know.

00:03:47.479 --> 00:03:48.501
This feels rigged.

00:03:48.520 --> 00:03:49.103
What do you think?

00:03:50.926 --> 00:03:51.927
I totally agree.

00:03:51.948 --> 00:03:55.248
And we've seen that trend to where you

00:03:55.308 --> 00:03:57.968
want some of those lower reviews just to

00:03:58.008 --> 00:04:00.810
balance it, to make it more authentic.

00:04:01.850 --> 00:04:03.931
I still think reviews are a complete waste

00:04:03.991 --> 00:04:04.472
of time.

00:04:05.032 --> 00:04:07.312
I don't think any reviews are authentic or

00:04:07.352 --> 00:04:07.673
real.

00:04:07.832 --> 00:04:08.413
I think it's

00:04:09.272 --> 00:04:12.054
uh there was a moment in history where

00:04:12.093 --> 00:04:14.175
there was value to it yeah that's

00:04:14.215 --> 00:04:16.935
completely gone i don't put any effort any

00:04:17.055 --> 00:04:20.358
stock anything into trying to grow reviews

00:04:20.458 --> 00:04:22.499
i don't think it helps seo i don't

00:04:22.519 --> 00:04:25.180
think it helps clients choose i don't

00:04:25.199 --> 00:04:27.180
think it means anything what about

00:04:27.221 --> 00:04:28.860
testimonials that's a different type of

00:04:28.920 --> 00:04:30.461
review that's show me not tell me

00:04:31.487 --> 00:04:32.468
Same thing.

00:04:32.488 --> 00:04:33.470
No, it's just as bad.

00:04:33.569 --> 00:04:37.233
I think any kind of solicited testimonial,

00:04:37.312 --> 00:04:38.973
anything recorded by the company,

00:04:39.514 --> 00:04:42.237
the only thing I will say is an

00:04:42.497 --> 00:04:43.557
unsolicited,

00:04:43.617 --> 00:04:46.540
somebody on social media just talks about

00:04:46.620 --> 00:04:47.081
you.

00:04:47.341 --> 00:04:47.521
Yeah.

00:04:47.901 --> 00:04:49.603
Maybe there's a little value if that

00:04:49.642 --> 00:04:51.504
person has an audience that trusts them.

00:04:52.105 --> 00:04:52.725
Right.

00:04:53.125 --> 00:04:54.386
But generally speaking,

00:04:54.665 --> 00:04:57.307
everything is contrived and everything is

00:04:58.288 --> 00:04:59.028
curated.

00:04:59.348 --> 00:05:02.612
I do not think our consumer,

00:05:03.411 --> 00:05:06.014
a reasonably educated, intelligent,

00:05:06.074 --> 00:05:07.454
professional audience,

00:05:08.355 --> 00:05:09.675
somebody who's going to come to physical

00:05:09.696 --> 00:05:10.776
therapy services,

00:05:11.576 --> 00:05:13.459
I don't think they put any value in

00:05:13.499 --> 00:05:13.939
that stuff.

00:05:14.798 --> 00:05:14.980
Okay.

00:05:15.259 --> 00:05:17.221
Especially not the hostage testimonials.

00:05:18.343 --> 00:05:21.648
Okay, yeah, those are creepy.

00:05:21.807 --> 00:05:22.108
Okay,

00:05:22.127 --> 00:05:24.350
so let's change subject but not topic.

00:05:26.112 --> 00:05:28.055
Recently, the McDonald's CEO...

00:05:28.175 --> 00:05:29.055
I don't even know his name,

00:05:29.276 --> 00:05:30.016
which is probably good.

00:05:30.137 --> 00:05:30.317
I mean,

00:05:30.358 --> 00:05:31.619
how often do you know the McDonald's CEO?

00:05:31.639 --> 00:05:31.959
Yeah.

00:05:33.261 --> 00:05:34.442
You know, had the creepy...

00:05:35.798 --> 00:05:38.339
half human bite of the new sandwich

00:05:38.439 --> 00:05:40.081
although here's the thing i now know the

00:05:40.141 --> 00:05:42.562
sand the new new sorry the new product

00:05:43.083 --> 00:05:44.824
at mcdonald's it's called the big arch

00:05:45.324 --> 00:05:48.185
although in my brain i say with college

00:05:48.225 --> 00:05:50.466
athletics name uh name image and likeness

00:05:50.607 --> 00:05:53.709
why wouldn't you go get arch manning for

00:05:53.728 --> 00:05:55.348
for a cup of hundy right like i'm

00:05:55.369 --> 00:05:56.750
sure arch manning wouldn't wouldn't mind

00:05:56.790 --> 00:05:58.531
the scratch and hey here comes the big

00:05:58.610 --> 00:06:00.232
arch but that's not me or we could

00:06:00.252 --> 00:06:01.632
put the ceo in front of a camera

00:06:02.509 --> 00:06:04.290
which clearly was like a cell phone camera

00:06:04.569 --> 00:06:07.351
in an office taking awkward bites.

00:06:08.153 --> 00:06:09.973
But of course I want,

00:06:10.314 --> 00:06:11.175
this is what I want.

00:06:12.536 --> 00:06:14.497
This is becoming my North star and more

00:06:14.536 --> 00:06:15.737
of the purpose of this show,

00:06:16.057 --> 00:06:18.980
which is I want you to see sort

00:06:19.019 --> 00:06:20.600
of our thought process.

00:06:21.040 --> 00:06:22.382
And then I want you to steal it.

00:06:22.422 --> 00:06:23.543
That's why I have that segment called

00:06:23.583 --> 00:06:24.824
steal the strategy, right?

00:06:24.863 --> 00:06:25.223
So this is,

00:06:25.463 --> 00:06:27.105
this is like a mini stealer strategy.

00:06:27.925 --> 00:06:29.067
Anytime that when we were,

00:06:29.107 --> 00:06:30.968
when I was in radio many moons ago,

00:06:32.528 --> 00:06:35.672
Anything that happened on a Tuesday,

00:06:35.831 --> 00:06:37.994
guess what we were talking about on a

00:06:38.053 --> 00:06:38.535
Wednesday.

00:06:38.855 --> 00:06:40.656
We would go into my office and we

00:06:40.677 --> 00:06:43.379
would put that thing like Janet Jackson

00:06:43.420 --> 00:06:45.362
and Justin Timberlake at the Superbowl,

00:06:46.062 --> 00:06:47.723
you know, wardrobe malfunction.

00:06:48.043 --> 00:06:49.625
We literally would put a picture of that

00:06:49.985 --> 00:06:51.728
in the middle of my whiteboard and go,

00:06:52.475 --> 00:06:53.615
And then around it, we go,

00:06:53.675 --> 00:06:54.437
what are we doing?

00:06:54.536 --> 00:06:57.221
Well, we have our regular CD giveaway.

00:06:58.081 --> 00:07:00.805
How do we draw a straight line between

00:07:00.845 --> 00:07:03.026
the thing that has everybody's attention

00:07:03.387 --> 00:07:05.610
right now and what we want?

00:07:06.011 --> 00:07:07.132
I know this from geometry.

00:07:07.271 --> 00:07:08.432
I'm not a math wizard, Tony,

00:07:08.452 --> 00:07:09.254
and you know this about me,

00:07:09.293 --> 00:07:12.158
but there's a straight line between any

00:07:12.218 --> 00:07:12.778
two points.

00:07:13.654 --> 00:07:15.014
Now, the distance,

00:07:15.276 --> 00:07:17.235
like sometimes it's too far of a leap,

00:07:17.795 --> 00:07:19.557
but if you start thinking that way,

00:07:19.857 --> 00:07:21.937
how do I take the thing that has

00:07:22.098 --> 00:07:24.218
everybody's attention in the world,

00:07:24.237 --> 00:07:25.879
because now we're all attached by social

00:07:25.918 --> 00:07:26.158
media,

00:07:26.499 --> 00:07:28.338
how do I take that attention and how

00:07:28.358 --> 00:07:30.740
do I use it for four tenths of

00:07:30.779 --> 00:07:31.120
a second?

00:07:31.139 --> 00:07:33.461
Because that's how fast we're going these

00:07:33.480 --> 00:07:33.721
days.

00:07:34.201 --> 00:07:37.601
So in the middle of the universe is

00:07:38.161 --> 00:07:40.103
creepy McDonald's CEO taking the bite.

00:07:41.206 --> 00:07:44.547
Burger King jumps in.

00:07:45.406 --> 00:07:46.708
They go a straight play.

00:07:46.807 --> 00:07:49.367
They do the same thing where they start

00:07:49.588 --> 00:07:50.809
taking shots at each other.

00:07:51.728 --> 00:07:51.928
Tony,

00:07:51.949 --> 00:07:53.449
do you know who the CEO of Wendy's

00:07:53.529 --> 00:07:53.730
is?

00:07:53.750 --> 00:07:55.790
No.

00:07:55.829 --> 00:07:56.250
Wendy.

00:07:57.990 --> 00:07:58.151
No.

00:07:58.690 --> 00:07:59.151
I have no idea.

00:07:59.331 --> 00:08:00.232
But no one does.

00:08:00.492 --> 00:08:00.591
But...

00:08:01.451 --> 00:08:05.235
The voice of Wendy's is a sassy redhead.

00:08:05.355 --> 00:08:06.776
They've adopted this.

00:08:06.817 --> 00:08:07.759
If you go to their Twitter,

00:08:08.059 --> 00:08:09.040
it's legendary.

00:08:09.380 --> 00:08:11.163
So did you see this?

00:08:11.202 --> 00:08:12.303
Did you hear us talking about it or

00:08:12.324 --> 00:08:12.904
did you see this?

00:08:13.165 --> 00:08:15.086
Wendy's sort of clapped back or they're

00:08:15.107 --> 00:08:16.668
like sort of – it wasn't even as

00:08:16.749 --> 00:08:17.430
direct.

00:08:18.324 --> 00:08:19.286
But it's this.

00:08:19.766 --> 00:08:23.088
They opened a job on their website,

00:08:23.668 --> 00:08:26.529
and the title of the job is Wendy's

00:08:26.810 --> 00:08:29.050
Chief Tasting Officer.

00:08:29.072 --> 00:08:30.492
Oh, I love it.

00:08:30.531 --> 00:08:31.353
So a second ago,

00:08:31.372 --> 00:08:34.115
we were talking about authenticity.

00:08:35.174 --> 00:08:36.015
It just isn't there.

00:08:36.355 --> 00:08:38.616
So any attempt at it turns people off.

00:08:39.437 --> 00:08:39.658
Well...

00:08:41.758 --> 00:08:43.778
course wendy's is like hold my beer

00:08:44.259 --> 00:08:46.219
they're like we're gonna quadruple down on

00:08:46.259 --> 00:08:48.099
this and we're gonna have a legit job

00:08:48.119 --> 00:08:50.679
interview so the title is chief tasting

00:08:50.740 --> 00:08:52.539
officer for wendy's and they put in

00:08:52.559 --> 00:08:55.541
parentheses yes that wendy's pay one

00:08:55.600 --> 00:08:58.922
hundred thousand dollars job type dream

00:08:59.282 --> 00:09:03.283
location remote travel light mostly to

00:09:03.322 --> 00:09:05.263
your local wendy's and or the couch

00:09:07.030 --> 00:09:10.471
So it sounds like they saw a CEO

00:09:10.491 --> 00:09:12.513
from their competitor being inauthentic

00:09:12.692 --> 00:09:13.133
and they said,

00:09:13.153 --> 00:09:14.692
you know who knows how to eat stuff?

00:09:15.313 --> 00:09:16.894
They could have done what Burger King did.

00:09:17.754 --> 00:09:19.115
This is like a masterclass.

00:09:19.335 --> 00:09:21.416
McDonald's, super square.

00:09:22.115 --> 00:09:24.596
McDonald's is PC, super square.

00:09:24.937 --> 00:09:25.716
It's Microsoft.

00:09:25.756 --> 00:09:26.756
It gets the job done.

00:09:27.177 --> 00:09:27.998
Everybody knows it.

00:09:28.258 --> 00:09:29.837
Nobody gets fired for picking McDonald's,

00:09:30.318 --> 00:09:30.499
right?

00:09:30.979 --> 00:09:32.719
Burger King is the little brother of

00:09:32.759 --> 00:09:34.500
McDonald's, always in the shadow.

00:09:35.825 --> 00:09:37.125
A little bit cooler though,

00:09:38.166 --> 00:09:39.307
at least their images.

00:09:39.626 --> 00:09:40.407
And they're like,

00:09:40.427 --> 00:09:41.528
we're going to poke fun at you.

00:09:41.587 --> 00:09:43.808
You just, you just embarrassed yourself.

00:09:43.928 --> 00:09:44.970
We're going to point that out.

00:09:45.450 --> 00:09:46.890
Wendy's quadruples down.

00:09:46.971 --> 00:09:49.471
Wendy's is like the youngest sister that

00:09:49.532 --> 00:09:50.493
goes, I'm going to,

00:09:50.673 --> 00:09:51.993
I'm going to dunk on both of you.

00:09:52.514 --> 00:09:54.554
And because you guys are fighting with

00:09:54.575 --> 00:09:55.034
each other,

00:09:55.294 --> 00:09:56.635
I'm going to go talk to the audience.

00:09:57.336 --> 00:09:58.236
So I'm going to go offer up a

00:09:58.297 --> 00:10:00.278
hundred grand for someone to become our

00:10:00.298 --> 00:10:02.538
chief tasting officer and their job is

00:10:03.922 --> 00:10:04.663
Goes on, it says,

00:10:04.682 --> 00:10:05.442
do you hate your job?

00:10:05.903 --> 00:10:07.965
Are you too iconic to be opening PDFs

00:10:07.985 --> 00:10:08.686
for your boss?

00:10:08.885 --> 00:10:09.947
Yeah, keep going.

00:10:10.668 --> 00:10:12.589
Ever been told you're a personality hire?

00:10:13.090 --> 00:10:13.570
That's me.

00:10:14.091 --> 00:10:15.731
Do you care more about bacon than bottom

00:10:15.751 --> 00:10:16.131
lines?

00:10:16.293 --> 00:10:16.692
Okay.

00:10:18.114 --> 00:10:19.754
Basically, you get paid to eat Wendy's,

00:10:19.796 --> 00:10:21.157
beach show, and make some content.

00:10:21.336 --> 00:10:24.298
They're hiring for their version of Jared

00:10:24.318 --> 00:10:24.879
from Subway.

00:10:26.109 --> 00:10:28.990
But they're doing it at the right moment.

00:10:29.270 --> 00:10:31.672
They're doing it at exactly the moment

00:10:31.912 --> 00:10:32.991
they should be doing it.

00:10:33.673 --> 00:10:37.214
This is a masterclass in putting the thing

00:10:37.595 --> 00:10:39.596
that has everybody's attention for the

00:10:39.635 --> 00:10:40.495
next fifteen minutes,

00:10:40.515 --> 00:10:41.897
because that's how fast attention goes,

00:10:42.596 --> 00:10:44.177
put that at the center of a whiteboard

00:10:44.217 --> 00:10:46.658
and go, what do we do?

00:10:47.499 --> 00:10:50.240
And the straight line between the creepy

00:10:50.280 --> 00:10:52.302
bite from McDonald's CEO to

00:10:55.679 --> 00:11:00.023
this job the short straight line is we

00:11:00.763 --> 00:11:04.465
interact with our customer that they know

00:11:04.485 --> 00:11:06.066
that they're strong at this so they say

00:11:06.105 --> 00:11:07.386
we put this at the middle of our

00:11:07.407 --> 00:11:10.188
dry erase board and we go okay so

00:11:10.568 --> 00:11:13.910
tony this is why i was trying to

00:11:13.931 --> 00:11:17.113
be subversive and ask questions on social

00:11:17.192 --> 00:11:18.994
once i saw this i said hey listen

00:11:20.066 --> 00:11:20.885
Because the question is,

00:11:21.267 --> 00:11:24.107
how many eyeballs, likes,

00:11:24.347 --> 00:11:27.509
reshares will this person have to generate

00:11:27.568 --> 00:11:31.191
in a year to make themself worth one

00:11:31.230 --> 00:11:32.230
hundred thousand dollars?

00:11:32.532 --> 00:11:32.652
Now,

00:11:32.751 --> 00:11:34.091
understanding that Wendy's is on a

00:11:34.131 --> 00:11:36.432
different scale than a clinic,

00:11:37.073 --> 00:11:38.494
but maybe not a chain of clinics,

00:11:38.594 --> 00:11:41.336
maybe not a multistate clinic.

00:11:41.855 --> 00:11:45.116
Why wouldn't a Fox Rehab hire someone

00:11:45.256 --> 00:11:45.898
every year

00:11:46.898 --> 00:11:48.979
over the age of sixty-five to be their

00:11:49.078 --> 00:11:49.458
face.

00:11:50.119 --> 00:11:51.059
I pitched that idea.

00:11:51.100 --> 00:11:51.700
We never did it.

00:11:51.740 --> 00:11:52.100
Just FYI.

00:11:52.639 --> 00:11:53.860
Steal it again, please, Fox.

00:11:53.921 --> 00:11:54.821
I think that would be brilliant.

00:11:55.942 --> 00:11:57.982
But why wouldn't an orthopedic practice

00:11:58.082 --> 00:11:58.403
pick

00:11:59.565 --> 00:12:02.346
their chief exercise officer and make it

00:12:02.385 --> 00:12:04.606
someone who like sort of likes exercise

00:12:04.866 --> 00:12:06.226
because they're realistic.

00:12:06.486 --> 00:12:09.927
So I saw Wendy's again and they'll be

00:12:09.988 --> 00:12:10.488
teaching.

00:12:11.067 --> 00:12:13.708
Wendy's will be its own marketing class if

00:12:13.828 --> 00:12:15.970
it's not already because they just

00:12:16.169 --> 00:12:16.909
understand.

00:12:16.950 --> 00:12:19.471
And it's so funny to watch brands that

00:12:19.510 --> 00:12:21.772
are quote bigger and have more money just

00:12:21.912 --> 00:12:24.993
get dunked on by Wendy's continually.

00:12:25.052 --> 00:12:25.873
It's not an accident.

00:12:25.913 --> 00:12:27.013
These guys know what they're doing.

00:12:27.253 --> 00:12:29.234
It's a playbook and they run it well.

00:12:30.157 --> 00:12:32.278
I think this is the biggest advantage we

00:12:32.339 --> 00:12:34.461
have as smaller businesses.

00:12:34.881 --> 00:12:35.903
Yes.

00:12:35.942 --> 00:12:37.104
We have the agility.

00:12:37.724 --> 00:12:39.566
We have the benefit of hindsight.

00:12:39.645 --> 00:12:41.047
We can look, read,

00:12:41.086 --> 00:12:44.791
react instead of like following the plan.

00:12:44.831 --> 00:12:46.893
And, you know,

00:12:46.952 --> 00:12:48.634
Wendy's is a great example of that.

00:12:48.695 --> 00:12:49.735
Carl's Jr.

00:12:49.956 --> 00:12:51.857
Everybody came out of the woodwork with

00:12:51.878 --> 00:12:52.238
this.

00:12:52.899 --> 00:12:54.679
What I thought was hilarious is.

00:12:55.581 --> 00:12:58.922
if you go back mcdonald's ceo has done

00:12:58.961 --> 00:13:02.442
these exact tastings oh really i didn't

00:13:02.462 --> 00:13:04.582
know that a bunch of times this was

00:13:04.743 --> 00:13:07.783
nothing new this was nothing like oh let's

00:13:07.823 --> 00:13:10.764
get this crazy idea he had been doing

00:13:10.845 --> 00:13:14.225
it he's just as awkward just as goofy

00:13:15.044 --> 00:13:18.605
um this for whatever reason the algorithm

00:13:18.666 --> 00:13:20.586
gods just said hey we're gonna put this

00:13:20.706 --> 00:13:21.167
one out

00:13:21.787 --> 00:13:24.668
but it's it's a normal thing for him

00:13:24.730 --> 00:13:28.091
to do something like this really yeah yeah

00:13:28.111 --> 00:13:29.714
it's timing it's i mean there's six quite

00:13:29.734 --> 00:13:32.355
right who what where when why how it

00:13:32.416 --> 00:13:33.797
might have just been a slow news day

00:13:34.136 --> 00:13:36.639
or to pivot and talk about a different

00:13:36.678 --> 00:13:39.581
type of restaurant chain when that when

00:13:39.621 --> 00:13:43.024
that woman ordered that triple cheese

00:13:43.125 --> 00:13:46.006
whatever at chili's and blew up their

00:13:46.086 --> 00:13:47.908
fourth quarter revenue because her

00:13:48.802 --> 00:13:49.003
you know,

00:13:49.323 --> 00:13:51.587
twenty eight second video went viral.

00:13:52.708 --> 00:13:55.433
It's a win and you can't time that

00:13:55.794 --> 00:13:56.696
you can try.

00:13:58.239 --> 00:13:59.801
This this goes back to what we're talking

00:13:59.821 --> 00:14:01.202
about a few weeks during the Super Bowl.

00:14:02.660 --> 00:14:04.101
If you handed me a budget and said,

00:14:04.142 --> 00:14:04.363
Jimmy,

00:14:04.383 --> 00:14:06.703
here's money to spend on the Super Bowl,

00:14:06.783 --> 00:14:08.405
I'd go, I'll take that budget.

00:14:08.446 --> 00:14:09.547
I'll spend that in April, May,

00:14:09.567 --> 00:14:11.408
June when everybody else has shot their

00:14:11.447 --> 00:14:11.768
wad.

00:14:12.568 --> 00:14:14.309
Then I'm the only guy with a megaphone

00:14:14.350 --> 00:14:15.571
in a room full of people who have

00:14:15.610 --> 00:14:16.152
no bullets.

00:14:17.052 --> 00:14:18.033
I'll take that math.

00:14:19.134 --> 00:14:20.134
So you can't time that.

00:14:20.975 --> 00:14:23.456
You can try, but timing is... I mean,

00:14:23.657 --> 00:14:26.919
what do you think the shares of Ocean

00:14:26.980 --> 00:14:30.743
Spray cranberry juice did when that guy

00:14:31.423 --> 00:14:31.604
was...

00:14:32.484 --> 00:14:32.904
Did you see that?

00:14:32.924 --> 00:14:34.586
Remember the selfie video of the dude?

00:14:35.028 --> 00:14:36.309
He was skateboarding.

00:14:36.350 --> 00:14:38.572
It's a random video.

00:14:38.673 --> 00:14:40.034
Like you could not script this,

00:14:40.095 --> 00:14:41.576
not with a billion dollars, right?

00:14:42.077 --> 00:14:43.779
Some dude, I think it was in California,

00:14:43.820 --> 00:14:44.400
somewhere out West.

00:14:44.421 --> 00:14:46.023
He just looked chill and he's like

00:14:46.344 --> 00:14:47.905
skateboarding, just cruising.

00:14:48.567 --> 00:14:49.927
Drinking a full bottle,

00:14:49.947 --> 00:14:51.328
like the one you buy in the grocery

00:14:51.349 --> 00:14:51.489
store,

00:14:51.528 --> 00:14:52.408
not like the one you buy at the

00:14:52.428 --> 00:14:52.769
convenience store.

00:14:53.068 --> 00:14:54.409
Just sip it on ocean spray,

00:14:54.429 --> 00:14:56.490
cranberry juice, listen to Fleetwood Mac.

00:14:56.791 --> 00:14:57.971
And it goes viral because everybody was

00:14:57.991 --> 00:14:59.493
just like, look at this man.

00:14:59.552 --> 00:15:00.432
He's the chillest guy.

00:15:01.134 --> 00:15:03.254
How can I be so chill?

00:15:03.274 --> 00:15:03.355
Yeah.

00:15:04.956 --> 00:15:06.836
And this guy pops off and now he's

00:15:06.876 --> 00:15:09.879
got like a mini influencer career.

00:15:09.899 --> 00:15:10.139
Yeah.

00:15:10.879 --> 00:15:12.221
But Ocean Spray,

00:15:12.461 --> 00:15:14.065
with all the money and all the marketers

00:15:14.105 --> 00:15:14.866
and all the rooms,

00:15:15.106 --> 00:15:16.470
would never have come up with that.

00:15:16.509 --> 00:15:17.611
It doesn't make any sense,

00:15:17.952 --> 00:15:19.676
which goes back to the idea of what

00:15:19.696 --> 00:15:20.337
we're talking about.

00:15:20.738 --> 00:15:22.642
That dude is authentically chill.

00:15:23.355 --> 00:15:25.277
People could tell, right?

00:15:25.356 --> 00:15:27.158
If he was like, Hey everybody, I'm chill.

00:15:27.239 --> 00:15:28.438
Drink more ocean spray.

00:15:28.658 --> 00:15:30.301
People would go and they'd mock him.

00:15:30.380 --> 00:15:30.520
Like,

00:15:30.561 --> 00:15:32.201
so there is such a fine line between,

00:15:32.721 --> 00:15:32.881
I mean,

00:15:32.902 --> 00:15:36.144
we call it in video games or sports,

00:15:36.163 --> 00:15:37.024
like a try hard,

00:15:37.164 --> 00:15:38.946
like the kid who tries too hard in

00:15:39.005 --> 00:15:39.527
practice,

00:15:39.886 --> 00:15:41.807
but the coach is saying practice like you

00:15:41.847 --> 00:15:42.207
play.

00:15:42.568 --> 00:15:43.509
But like some people are just like,

00:15:43.548 --> 00:15:44.929
Hey bro, like dial it back.

00:15:44.970 --> 00:15:46.311
You're trying a little too hard here.

00:15:47.323 --> 00:15:49.004
So I think the question now is,

00:15:49.465 --> 00:15:53.207
does the McDonald's CEO double down,

00:15:53.268 --> 00:15:55.469
triple down on this, you know,

00:15:55.509 --> 00:15:57.571
this new thing that he created,

00:15:58.270 --> 00:16:00.172
or does he try to back off and

00:16:00.351 --> 00:16:02.394
act tough and take a big bite and

00:16:02.433 --> 00:16:02.734
do,

00:16:03.114 --> 00:16:04.855
do the things that they're making fun of

00:16:04.894 --> 00:16:05.775
him for not doing?

00:16:06.316 --> 00:16:07.937
I think obviously you double down.

00:16:07.996 --> 00:16:09.477
You're like, look, I didn't,

00:16:09.658 --> 00:16:12.299
I didn't get this physique by, you know,

00:16:12.340 --> 00:16:13.321
doing whatever,

00:16:13.380 --> 00:16:14.922
like you make fun of yourself.

00:16:14.961 --> 00:16:15.142
You're,

00:16:15.162 --> 00:16:20.788
I think that's the best possible thing

00:16:20.807 --> 00:16:21.229
they could do.

00:16:21.269 --> 00:16:23.311
I think it is also the best possible

00:16:23.331 --> 00:16:24.331
thing that they should do.

00:16:24.532 --> 00:16:26.494
I think they won't because I think their

00:16:26.835 --> 00:16:29.477
track record is they will not do it.

00:16:29.557 --> 00:16:30.678
This is the one I'm talking about.

00:16:30.698 --> 00:16:31.580
You never saw this video.

00:16:31.600 --> 00:16:33.101
This was everywhere for a hot second.

00:16:35.750 --> 00:16:37.091
Twenty three seconds long.

00:16:37.272 --> 00:16:38.772
This guy is just living.

00:16:39.312 --> 00:16:41.232
People saw this and like the look on

00:16:41.273 --> 00:16:42.813
his face is like,

00:16:43.274 --> 00:16:44.514
I am just living my best life.

00:16:44.575 --> 00:16:46.255
And people were just like, like,

00:16:46.275 --> 00:16:48.177
they didn't say I want to go

00:16:48.256 --> 00:16:48.917
skateboarding.

00:16:49.116 --> 00:16:50.677
They didn't say I want to drink cranberry

00:16:50.717 --> 00:16:51.018
juice.

00:16:51.378 --> 00:16:52.177
They were saying, like,

00:16:53.058 --> 00:16:54.720
how do I get the feeling that this

00:16:54.759 --> 00:16:55.299
guy has?

00:16:55.320 --> 00:16:57.221
Because this guy has no care in the

00:16:57.260 --> 00:16:57.581
world.

00:16:57.880 --> 00:16:59.981
This twenty three second video goes viral.

00:17:02.033 --> 00:17:02.914
He didn't do it on purpose,

00:17:02.934 --> 00:17:05.018
but he product places the logo like six

00:17:05.077 --> 00:17:06.098
times perfectly.

00:17:06.359 --> 00:17:07.121
Chef's kiss.

00:17:07.580 --> 00:17:09.463
He's rocking out to Fleetwood Mac.

00:17:09.503 --> 00:17:09.683
Like,

00:17:10.025 --> 00:17:11.846
nothing makes sense about this video,

00:17:11.988 --> 00:17:14.832
and yet everything makes sense about this

00:17:14.872 --> 00:17:15.092
video.

00:17:15.112 --> 00:17:16.374
This is like, what's his name?

00:17:17.375 --> 00:17:18.175
Dogface.

00:17:18.757 --> 00:17:20.637
four twenty dog face two oh eight like

00:17:20.817 --> 00:17:22.618
if even the even the account name is

00:17:22.739 --> 00:17:24.759
random and it like it adds to its

00:17:24.880 --> 00:17:27.961
authenticity if he was like cranberry fan

00:17:28.061 --> 00:17:30.222
one twenty three people would have sniffed

00:17:30.242 --> 00:17:32.864
that out from ten miles away so to

00:17:32.903 --> 00:17:36.086
go back to the chief tasting officer from

00:17:37.026 --> 00:17:40.847
uh from wendy's let's jump in their shoes

00:17:40.907 --> 00:17:44.829
now okay you've you've now

00:17:46.738 --> 00:17:48.838
You've now got four hundred thousand

00:17:48.878 --> 00:17:49.179
people.

00:17:49.239 --> 00:17:50.920
Plus, I'm going to put a submission in.

00:17:50.960 --> 00:17:51.720
I promised I would.

00:17:51.839 --> 00:17:52.820
I'll submit for this job.

00:17:52.881 --> 00:17:53.641
What are the odds I get?

00:17:53.701 --> 00:17:55.142
I'll go do something dumb outside my

00:17:55.182 --> 00:17:56.481
backyard, maybe land a hundred grand.

00:17:57.883 --> 00:17:59.483
Tony, we've found our person.

00:17:59.884 --> 00:18:00.483
This is three.

00:18:00.663 --> 00:18:01.585
This is three weeks from now.

00:18:02.444 --> 00:18:04.306
And my suggestion to Wendy's is you better

00:18:04.346 --> 00:18:05.487
do it quick because people are going to

00:18:05.527 --> 00:18:06.487
forget about this soon.

00:18:06.666 --> 00:18:07.587
But that's OK,

00:18:08.528 --> 00:18:10.088
because my guess is this chief tasting

00:18:10.128 --> 00:18:11.308
officer is not going to go head to

00:18:11.348 --> 00:18:13.289
head with the McDonald's CEO.

00:18:13.329 --> 00:18:14.711
The purpose is the long play.

00:18:15.939 --> 00:18:17.098
what would you what would your

00:18:17.159 --> 00:18:19.099
instructions be like you're going to give

00:18:19.119 --> 00:18:20.819
them a handler like someone from wendy's

00:18:20.859 --> 00:18:22.441
is going to meet with this person once

00:18:22.480 --> 00:18:24.820
a day once a week once every couple

00:18:24.861 --> 00:18:26.942
of days what would you tell this person

00:18:26.981 --> 00:18:32.163
to do oh man i don't know um

00:18:32.182 --> 00:18:34.442
what's on your mind what are you thinking

00:18:34.502 --> 00:18:36.703
yeah so i would take that strategy that

00:18:36.723 --> 00:18:39.325
we just talked about let's we have to

00:18:39.345 --> 00:18:40.144
give this person a name

00:18:41.755 --> 00:18:44.476
uh this kid's name is uh keith johnson

00:18:44.615 --> 00:18:46.496
keith johnson's from iowa keith johnson

00:18:46.516 --> 00:18:49.435
you're our guy i'd put keith johnson in

00:18:49.455 --> 00:18:51.336
the middle of the dry erase board and

00:18:51.356 --> 00:18:53.037
then i'd fly to wherever keith johnson

00:18:53.076 --> 00:18:54.656
lived and i would go hang out with

00:18:54.676 --> 00:18:56.557
him i'd be like keith johnson man what

00:18:56.577 --> 00:18:58.137
do you do what's your what's your thing

00:18:58.498 --> 00:18:59.678
would you have a job do you go

00:18:59.698 --> 00:19:01.999
to school like what kind of car do

00:19:02.019 --> 00:19:05.578
you own who are your friends now this

00:19:05.618 --> 00:19:08.039
is also stealing i mean wendy's is ninety

00:19:08.059 --> 00:19:09.059
eight percent of the way there they don't

00:19:09.079 --> 00:19:09.619
need my help

00:19:10.711 --> 00:19:12.211
But there is a coffee shop in New

00:19:12.231 --> 00:19:15.574
York City that now has several hundred

00:19:15.614 --> 00:19:17.615
thousand followers on Instagram and now

00:19:17.675 --> 00:19:20.998
has tourists coming into New York to go

00:19:21.018 --> 00:19:23.799
to this random Brooklyn coffee shop.

00:19:25.280 --> 00:19:26.422
Now I need to talk to some people

00:19:26.442 --> 00:19:28.063
who haven't visited New York City before.

00:19:28.844 --> 00:19:30.265
Brooklyn is part of New York City,

00:19:30.924 --> 00:19:32.385
but getting from Manhattan,

00:19:32.486 --> 00:19:33.926
which is what everybody considers New York

00:19:33.967 --> 00:19:35.307
City, there are other parts,

00:19:35.847 --> 00:19:38.369
getting to Brooklyn for coffee is not a

00:19:38.410 --> 00:19:39.030
simple task.

00:19:39.888 --> 00:19:40.509
It's not easy.

00:19:40.690 --> 00:19:41.470
It's New York, man.

00:19:41.509 --> 00:19:42.010
Going anywhere.

00:19:42.090 --> 00:19:43.030
Going fifty feet is hard.

00:19:44.531 --> 00:19:46.334
They have captured so much attention that

00:19:46.354 --> 00:19:47.694
when people now travel to New York,

00:19:47.714 --> 00:19:48.875
they're like it is on.

00:19:48.894 --> 00:19:51.376
It's like Empire State Building, you know,

00:19:51.477 --> 00:19:53.638
nine eleven memorial this that South

00:19:53.659 --> 00:19:58.903
Street Seaport, this random coffee shop.

00:19:58.942 --> 00:19:59.863
And they did not do it with the

00:19:59.903 --> 00:20:00.263
budget.

00:20:00.884 --> 00:20:02.525
They did it with intention.

00:20:03.145 --> 00:20:04.626
They turned it into sort of a soap

00:20:04.727 --> 00:20:05.047
opera.

00:20:05.688 --> 00:20:07.909
So they turned all their baristas into

00:20:07.989 --> 00:20:09.049
caricatures and

00:20:10.608 --> 00:20:11.710
And that's what you have to do to

00:20:11.869 --> 00:20:13.191
Keith from Iowa.

00:20:13.290 --> 00:20:14.612
If he's the chief tasting officer,

00:20:14.912 --> 00:20:16.792
turn him into a not even just a

00:20:16.853 --> 00:20:19.253
character, a caricature.

00:20:19.434 --> 00:20:21.776
What I mean is if he's tall,

00:20:22.175 --> 00:20:23.576
play on how tall he is.

00:20:23.616 --> 00:20:24.577
He's lanky now.

00:20:24.938 --> 00:20:27.900
If he's quiet, maybe he never speaks.

00:20:28.519 --> 00:20:29.300
Maybe he's mute.

00:20:29.560 --> 00:20:31.021
Like the whole thing is he never says

00:20:31.061 --> 00:20:31.382
anything,

00:20:31.662 --> 00:20:33.564
but he speaks with his eyes or facial

00:20:33.604 --> 00:20:34.044
expression.

00:20:34.284 --> 00:20:36.625
whatever he is or she is,

00:20:36.945 --> 00:20:38.747
is the mostest, right?

00:20:39.247 --> 00:20:40.406
And then you base, you put,

00:20:40.548 --> 00:20:42.409
then you have to take the character and

00:20:42.429 --> 00:20:43.709
you have to put them in uncomfortable

00:20:43.749 --> 00:20:46.570
situations or common situations with a

00:20:46.631 --> 00:20:46.931
twist.

00:20:47.290 --> 00:20:48.771
This is Seinfeld, right?

00:20:49.011 --> 00:20:50.032
Or this is a sitcom.

00:20:50.093 --> 00:20:51.374
This is a movie.

00:20:51.773 --> 00:20:52.834
This is the hero's journey.

00:20:53.234 --> 00:20:54.434
You've got the character,

00:20:54.755 --> 00:20:56.016
but now we need to put them in,

00:20:56.435 --> 00:20:57.196
it can't be

00:20:58.817 --> 00:21:00.998
sit down and eat the new product from

00:21:01.038 --> 00:21:02.718
Wendy's in three months when it comes out.

00:21:02.798 --> 00:21:04.019
It can't be that, right?

00:21:04.078 --> 00:21:05.699
That would be what McDonald's would do.

00:21:06.159 --> 00:21:07.319
And that's why they would lose.

00:21:07.660 --> 00:21:09.220
But Wendy's will not do that.

00:21:09.681 --> 00:21:10.820
If they follow through with this,

00:21:10.840 --> 00:21:11.881
which I think they will because they

00:21:11.901 --> 00:21:12.541
usually follow through,

00:21:12.981 --> 00:21:14.602
they will create a character out of this

00:21:14.642 --> 00:21:15.903
person a la...

00:21:17.501 --> 00:21:18.461
Jared from Subway.

00:21:18.623 --> 00:21:19.982
I said that they were down social media

00:21:20.202 --> 00:21:21.844
and then someone quickly corrected me and

00:21:21.864 --> 00:21:22.163
was like,

00:21:22.624 --> 00:21:25.085
didn't end up so well for for Jared

00:21:25.105 --> 00:21:25.664
from Subway.

00:21:25.744 --> 00:21:26.265
Like, right.

00:21:26.664 --> 00:21:28.086
The beginning part of that was brilliant,

00:21:28.125 --> 00:21:28.365
though.

00:21:28.465 --> 00:21:28.885
Right.

00:21:29.066 --> 00:21:30.586
Create a character from the audience.

00:21:30.905 --> 00:21:31.646
Watch his journey.

00:21:32.186 --> 00:21:34.347
I think that's I think that's what Wendy's

00:21:34.448 --> 00:21:37.127
will do is this person soon,

00:21:37.249 --> 00:21:38.568
once they get the right person,

00:21:38.929 --> 00:21:41.170
will start to show up and be for

00:21:41.190 --> 00:21:44.151
a short time the face of Wendy's from

00:21:44.171 --> 00:21:44.631
the audience.

00:21:45.398 --> 00:21:48.079
So taking that to your original question

00:21:48.119 --> 00:21:51.142
was, could a private practice do this?

00:21:51.221 --> 00:21:54.442
Could I afford to invest a hundred

00:21:54.482 --> 00:21:58.085
thousand dollars in hiring the exercise

00:21:58.144 --> 00:21:58.644
person?

00:21:59.954 --> 00:22:01.817
I mean, I think you could,

00:22:01.836 --> 00:22:03.458
and I think the return on the investment

00:22:03.478 --> 00:22:05.880
would be there, but it always,

00:22:05.940 --> 00:22:07.821
and this is the problem with marketing

00:22:08.001 --> 00:22:11.003
slash advertising slash branding,

00:22:11.904 --> 00:22:12.726
what if it doesn't?

00:22:12.746 --> 00:22:14.166
You know,

00:22:14.207 --> 00:22:18.170
are we only seeing the one-offs that blow

00:22:18.289 --> 00:22:19.631
up and go crazy,

00:22:20.051 --> 00:22:21.932
and we're not seeing the nine million

00:22:22.093 --> 00:22:24.575
other ones that are just a completely

00:22:24.776 --> 00:22:27.557
waste of money because they don't go

00:22:27.617 --> 00:22:28.838
anywhere, they don't do anything.

00:22:29.352 --> 00:22:29.731
Yep.

00:22:29.952 --> 00:22:30.113
Yeah.

00:22:30.413 --> 00:22:31.634
Survivorship bias, right?

00:22:31.713 --> 00:22:33.015
I'm talking about Jared with Subway

00:22:33.075 --> 00:22:33.375
Worked.

00:22:33.476 --> 00:22:35.438
I'm sure other brands tried it immediately

00:22:35.837 --> 00:22:36.719
and crashed and burned.

00:22:37.159 --> 00:22:39.221
So then if I changed,

00:22:39.401 --> 00:22:42.243
what if we changed some of the parameters,

00:22:42.284 --> 00:22:42.663
Tony?

00:22:43.625 --> 00:22:44.625
What if you knew,

00:22:45.227 --> 00:22:46.347
what if you had somebody,

00:22:46.367 --> 00:22:48.148
you have these people coming back to your

00:22:48.189 --> 00:22:49.830
clinic over and over and over again?

00:22:50.412 --> 00:22:51.432
Do you have a couple of those people

00:22:51.472 --> 00:22:51.673
in mind?

00:22:51.692 --> 00:22:52.353
You don't have to say them,

00:22:52.373 --> 00:22:53.513
but you have several of those, right?

00:22:53.554 --> 00:22:54.015
Many, many.

00:22:55.652 --> 00:22:57.734
What is one of those people worth in

00:22:57.875 --> 00:22:58.896
revenue to your clinic?

00:22:58.957 --> 00:23:01.579
Just one, like a super fan, ballpark.

00:23:01.601 --> 00:23:02.962
Yeah, I mean, realistically,

00:23:03.022 --> 00:23:04.444
like we talked about this,

00:23:04.664 --> 00:23:08.711
if you're looking at the Medicare

00:23:08.750 --> 00:23:09.491
financial...

00:23:11.703 --> 00:23:12.625
Gosh, I'm blanking out.

00:23:13.005 --> 00:23:14.945
Financial threshold, you know,

00:23:14.986 --> 00:23:16.166
at three thousand a year.

00:23:16.666 --> 00:23:17.186
Right.

00:23:17.287 --> 00:23:20.648
It's absolutely reasonable that a Medicare

00:23:20.669 --> 00:23:23.911
beneficiary with moderate complexities is

00:23:23.951 --> 00:23:25.912
going to generate three hundred three

00:23:25.951 --> 00:23:29.173
thousand a year in revenue.

00:23:29.673 --> 00:23:32.635
They're going to be around five to seven

00:23:32.675 --> 00:23:34.156
years at least.

00:23:34.977 --> 00:23:35.978
You're looking at, you know,

00:23:36.117 --> 00:23:37.638
let's just say thirty five thousand

00:23:37.659 --> 00:23:38.058
dollars.

00:23:38.722 --> 00:23:38.982
Okay,

00:23:39.423 --> 00:23:41.364
so my twist and my reason for asking

00:23:41.403 --> 00:23:44.465
for that is playing within all the

00:23:44.506 --> 00:23:45.326
Medicare rules,

00:23:45.405 --> 00:23:47.067
saying if this is a Medicare patient,

00:23:48.688 --> 00:23:50.528
could you offer this person instead of a

00:23:50.548 --> 00:23:51.529
hundred thousand dollars?

00:23:51.609 --> 00:23:52.609
Do you want to keep coming?

00:23:52.789 --> 00:23:53.190
Yes.

00:23:53.711 --> 00:23:55.030
You're going to be my immediate face.

00:23:55.612 --> 00:23:57.353
Everything past your benefits that we

00:23:57.393 --> 00:23:59.473
would normally charge you cash is zero

00:23:59.493 --> 00:23:59.814
dollars.

00:24:01.192 --> 00:24:02.753
Like you could easily do that because if

00:24:02.794 --> 00:24:04.896
this person is a super fan to them,

00:24:04.936 --> 00:24:07.740
it's worth unlimited access for the thing

00:24:07.760 --> 00:24:08.602
that I want.

00:24:10.241 --> 00:24:13.522
So I selfishly was asking,

00:24:14.623 --> 00:24:17.364
how much marketing ROI would you need to

00:24:17.403 --> 00:24:19.345
justify a one hundred thousand dollar

00:24:19.384 --> 00:24:19.845
spend?

00:24:20.184 --> 00:24:21.865
And people were like coming after me like,

00:24:22.184 --> 00:24:23.746
are you saying that we should be spending

00:24:23.806 --> 00:24:24.385
all our profit?

00:24:24.445 --> 00:24:24.685
No,

00:24:25.385 --> 00:24:26.826
I was doing some math and you guys

00:24:26.866 --> 00:24:28.086
got all mad at me.

00:24:28.106 --> 00:24:30.688
What I'm saying is going back to a

00:24:30.748 --> 00:24:32.167
premise we've been talking about for

00:24:32.248 --> 00:24:33.429
months, if not years,

00:24:34.128 --> 00:24:36.829
is the attention of what we do or

00:24:36.890 --> 00:24:37.549
can do

00:24:38.567 --> 00:24:41.368
worth the effort putting into it so that

00:24:41.409 --> 00:24:43.329
it generates results, patience,

00:24:43.470 --> 00:24:44.590
attention on the backend.

00:24:45.211 --> 00:24:46.332
Wendy's is proving this.

00:24:46.592 --> 00:24:48.492
I understand I'm comparing apples and

00:24:50.013 --> 00:24:50.554
frosties,

00:24:51.454 --> 00:24:55.537
but I still think the premise holds true.

00:24:57.013 --> 00:24:58.334
And you can look at any of my

00:24:58.374 --> 00:24:58.914
channels.

00:24:58.954 --> 00:25:00.815
You see Don, you see Dale,

00:25:00.875 --> 00:25:03.935
you see the same characters over and over

00:25:03.996 --> 00:25:04.496
again.

00:25:05.777 --> 00:25:08.577
Ironically, they love it.

00:25:09.317 --> 00:25:11.979
We just had a situation where Don,

00:25:12.078 --> 00:25:14.500
one of my clients for over a decade,

00:25:15.700 --> 00:25:17.461
he's got a two and a half,

00:25:17.520 --> 00:25:20.781
two point eight million view clip on

00:25:20.981 --> 00:25:21.701
Instagram.

00:25:22.926 --> 00:25:25.627
He had one of his other videos clip

00:25:25.807 --> 00:25:29.028
that somebody put into an ad and a

00:25:29.369 --> 00:25:31.250
third patient came in and they're like,

00:25:31.810 --> 00:25:34.211
I just saw your patient on my Facebook

00:25:34.230 --> 00:25:36.511
feed in an ad for a product that

00:25:36.551 --> 00:25:38.432
you guys don't even have anything to do

00:25:38.452 --> 00:25:38.673
with.

00:25:38.692 --> 00:25:40.114
And, you know.

00:25:41.238 --> 00:25:43.759
So these guys have actually built their

00:25:43.878 --> 00:25:46.160
own little audiences.

00:25:46.220 --> 00:25:46.359
Yes.

00:25:46.480 --> 00:25:48.080
And they've been with me forever,

00:25:48.181 --> 00:25:49.221
and they love it.

00:25:49.342 --> 00:25:50.682
They get a lot out of it.

00:25:51.201 --> 00:25:52.123
I don't have to pay them,

00:25:52.163 --> 00:25:52.903
like you said.

00:25:53.983 --> 00:25:55.784
I do actually still charge them a monthly

00:25:55.824 --> 00:25:57.704
membership, but that's beside the point.

00:25:58.065 --> 00:25:58.365
Right.

00:25:59.105 --> 00:26:01.126
But it's absolutely doable.

00:26:02.666 --> 00:26:05.488
Yeah, juice is worth the squeeze there,

00:26:05.929 --> 00:26:06.528
in my opinion.

00:26:07.721 --> 00:26:10.942
It's probably better that it's not a hired

00:26:10.962 --> 00:26:11.083
person.

00:26:11.103 --> 00:26:11.522
Correct.

00:26:11.682 --> 00:26:12.583
There's that authenticity, right?

00:26:12.603 --> 00:26:13.884
Because there's no expectation for

00:26:13.943 --> 00:26:14.963
performance.

00:26:15.023 --> 00:26:15.284
Right.

00:26:15.463 --> 00:26:15.864
Correct.

00:26:16.763 --> 00:26:16.943
Yeah.

00:26:17.525 --> 00:26:19.265
I think if the goal in this world

00:26:19.305 --> 00:26:21.786
is authenticity, that's very hard to...

00:26:22.405 --> 00:26:23.546
Like, think about this sentence.

00:26:24.006 --> 00:26:26.287
We need to manufacture the authenticity.

00:26:28.066 --> 00:26:29.406
Well, that's an oxymoron.

00:26:31.429 --> 00:26:32.170
Just by saying that,

00:26:32.190 --> 00:26:35.712
we have to manufacture the authenticity.

00:26:35.913 --> 00:26:40.096
Those two things are in opposition.

00:26:40.155 --> 00:26:42.478
Right.

00:26:42.498 --> 00:26:44.160
All right, so here's the thing.

00:26:44.339 --> 00:26:46.241
I'm eagerly awaiting to see how Wendy's

00:26:46.281 --> 00:26:48.544
plays this, because if you think...

00:26:49.357 --> 00:26:51.699
marketers don't steal and borrow and twist

00:26:51.778 --> 00:26:52.558
ideas from each other,

00:26:52.778 --> 00:26:53.598
you're not paying attention.

00:26:53.999 --> 00:26:55.440
And if you feel icky for doing that,

00:26:55.839 --> 00:26:57.180
then you need to reinvent the wheel every

00:26:57.220 --> 00:26:58.621
single day and I feel bad for you.

00:26:59.760 --> 00:27:01.601
I didn't need to re-record Nirvana's

00:27:01.701 --> 00:27:02.781
Smells Like Teen Spirit.

00:27:02.821 --> 00:27:04.182
We just played the crap out of it.

00:27:04.882 --> 00:27:06.042
And then we looked for new music and

00:27:06.063 --> 00:27:07.103
we looked for stuff to do between the

00:27:07.143 --> 00:27:07.403
songs.

00:27:07.423 --> 00:27:08.022
I mean,

00:27:08.042 --> 00:27:09.644
there's a lather rinse repeat to this.

00:27:10.544 --> 00:27:10.864
I don't know.

00:27:11.284 --> 00:27:13.545
So let me pitch this idea to you.

00:27:13.605 --> 00:27:14.525
A little bit of a pivot.

00:27:15.825 --> 00:27:17.905
But I have a...

00:27:19.306 --> 00:27:21.667
sort of like an office hours thing I

00:27:21.688 --> 00:27:22.509
do every other week.

00:27:22.628 --> 00:27:23.410
Every other Wednesday,

00:27:23.430 --> 00:27:24.490
I sort of have a happy hour where

00:27:24.510 --> 00:27:25.892
I'm like, come in.

00:27:25.912 --> 00:27:27.432
It's sort of an ask me anything.

00:27:28.574 --> 00:27:29.055
It's like, hey,

00:27:29.095 --> 00:27:30.296
if you're looking for help in marketing,

00:27:30.455 --> 00:27:32.538
just come in and talk about it.

00:27:32.837 --> 00:27:33.558
You want to learn how to podcast?

00:27:33.638 --> 00:27:34.278
I don't care.

00:27:34.318 --> 00:27:34.900
Throw it at me.

00:27:34.980 --> 00:27:36.060
If I can answer it, great.

00:27:36.520 --> 00:27:37.422
If other people in the room,

00:27:37.442 --> 00:27:39.002
they answer it better, even better.

00:27:39.644 --> 00:27:40.223
Here's the thing.

00:27:40.924 --> 00:27:44.048
I'm listening and transcribing

00:27:45.373 --> 00:27:46.153
the conversation,

00:27:46.933 --> 00:27:48.273
because I want to hear what problems

00:27:48.314 --> 00:27:49.694
practice owners are actually having,

00:27:49.755 --> 00:27:50.755
going, huh,

00:27:50.775 --> 00:27:52.036
didn't think that was a problem.

00:27:52.076 --> 00:27:53.696
But in the last six weeks,

00:27:53.777 --> 00:27:55.317
that got mentioned thirty six times.

00:27:56.218 --> 00:27:58.179
So here's my solution to this.

00:28:00.339 --> 00:28:01.500
Midsize practice,

00:28:01.720 --> 00:28:03.500
let's say they have three locations.

00:28:04.560 --> 00:28:06.021
They don't have a formal marketing

00:28:06.041 --> 00:28:07.282
director because I don't think you're big

00:28:07.323 --> 00:28:08.522
enough at that point to have a marketing

00:28:08.542 --> 00:28:09.644
director at three locations,

00:28:09.923 --> 00:28:11.464
maybe a couple more locations and you have

00:28:11.484 --> 00:28:12.404
to hire someone full time.

00:28:14.346 --> 00:28:15.626
But your understanding,

00:28:15.886 --> 00:28:17.688
I don't need to convince you that creating

00:28:17.728 --> 00:28:21.490
content organically and then putting some

00:28:21.530 --> 00:28:23.711
dollars behind the well-performing organic

00:28:23.751 --> 00:28:26.433
content for paid content is a good idea.

00:28:26.513 --> 00:28:27.214
I don't need to convince that.

00:28:27.234 --> 00:28:28.394
The person's like, I get it.

00:28:28.715 --> 00:28:30.096
I just don't know how to do it.

00:28:30.517 --> 00:28:31.758
I don't have time to do it.

00:28:32.718 --> 00:28:33.818
Now, from what I've heard,

00:28:34.239 --> 00:28:36.260
a lot of these size practices,

00:28:37.020 --> 00:28:38.201
three locations or so,

00:28:39.762 --> 00:28:40.923
it's funny what pops up.

00:28:42.509 --> 00:28:44.871
A tech, a front desk person,

00:28:45.612 --> 00:28:48.954
a PT sort of likes it and sort

00:28:48.974 --> 00:28:49.875
of just starts doing it.

00:28:49.895 --> 00:28:50.896
They're just like, hey,

00:28:51.017 --> 00:28:52.057
do you mind if I log into the

00:28:52.097 --> 00:28:52.638
Instagram?

00:28:53.578 --> 00:28:54.359
And they're good at it.

00:28:54.400 --> 00:28:55.441
They're like, hey, that was cool.

00:28:55.681 --> 00:28:57.843
We normally get three hundred likes or

00:28:57.884 --> 00:28:58.584
views or whatever.

00:28:58.944 --> 00:29:00.105
And this one got ten thousand.

00:29:00.145 --> 00:29:01.586
How do you how do you do that?

00:29:01.787 --> 00:29:02.807
And they're like, well, you know,

00:29:03.409 --> 00:29:04.509
sort of creative, right?

00:29:06.015 --> 00:29:07.915
So that person now makes it sort of

00:29:07.955 --> 00:29:08.596
part of their job.

00:29:08.676 --> 00:29:09.938
It's formally informal.

00:29:09.978 --> 00:29:10.817
It's like, do whatever.

00:29:10.857 --> 00:29:12.259
I'm not paying you for it.

00:29:13.220 --> 00:29:15.682
So here's my sort of solution to that.

00:29:15.761 --> 00:29:16.962
It needs to be cost-effective,

00:29:17.002 --> 00:29:18.804
time-effective, results-effective.

00:29:18.824 --> 00:29:19.845
It needs to be those three things.

00:29:21.465 --> 00:29:24.367
I want to come in and do a

00:29:24.567 --> 00:29:25.588
one-day hackathon.

00:29:26.750 --> 00:29:28.911
The first, I don't know, half hour,

00:29:28.951 --> 00:29:29.551
forty minutes,

00:29:29.771 --> 00:29:31.292
we'll go over communications one-on-one.

00:29:32.381 --> 00:29:32.941
After that,

00:29:33.382 --> 00:29:35.442
I want a big giant whiteboard and I

00:29:35.462 --> 00:29:36.403
want to learn everything about your

00:29:36.423 --> 00:29:36.723
clinic.

00:29:36.743 --> 00:29:37.463
What makes you tick?

00:29:37.483 --> 00:29:38.284
What makes you different?

00:29:38.444 --> 00:29:39.384
What makes you special?

00:29:40.266 --> 00:29:42.186
And then while they're telling me all

00:29:42.227 --> 00:29:42.886
these things,

00:29:43.047 --> 00:29:44.948
because the funny part is the answer is

00:29:45.147 --> 00:29:46.088
already in the room.

00:29:47.089 --> 00:29:47.990
I'm just going to pull it out of

00:29:48.009 --> 00:29:48.130
them.

00:29:48.150 --> 00:29:49.391
Like, what do you got?

00:29:50.413 --> 00:29:51.654
We wanted to treat more athletes,

00:29:51.674 --> 00:29:52.875
but you don't have any room for it.

00:29:52.895 --> 00:29:54.036
You don't have anybody on your staff to

00:29:54.056 --> 00:29:54.636
treat the athletes.

00:29:54.896 --> 00:29:55.938
Athletes are out.

00:29:56.597 --> 00:29:57.117
Can we agree?

00:29:57.378 --> 00:29:58.499
Hey, but look at this.

00:29:58.818 --> 00:30:00.921
You guys are positioned right here down

00:30:00.941 --> 00:30:01.941
the street from high school.

00:30:02.201 --> 00:30:03.781
Why wouldn't you focus on that?

00:30:04.002 --> 00:30:04.282
Anyway,

00:30:05.483 --> 00:30:07.325
so essentially the next part is a

00:30:07.424 --> 00:30:10.487
whiteboard dry erase board session to

00:30:10.547 --> 00:30:13.729
generate a billion ideas.

00:30:13.749 --> 00:30:15.529
Knowing that we can't do a billion ideas.

00:30:16.601 --> 00:30:18.103
but we're gonna start to cross off from

00:30:18.143 --> 00:30:19.825
the billion ideas and we're gonna narrow

00:30:19.845 --> 00:30:22.188
it down to ten.

00:30:22.228 --> 00:30:24.691
These are your ten content topics.

00:30:25.231 --> 00:30:26.653
If it's not from this list of ten,

00:30:27.454 --> 00:30:28.075
don't do it.

00:30:28.875 --> 00:30:30.258
Just rotate, do one, two,

00:30:30.278 --> 00:30:31.579
just go through it and then go back

00:30:31.619 --> 00:30:31.920
to one.

00:30:32.921 --> 00:30:35.545
And then now, we need a format.

00:30:36.760 --> 00:30:37.560
What does that mean?

00:30:37.701 --> 00:30:37.820
Well,

00:30:37.840 --> 00:30:39.362
we got to run your idea through a

00:30:39.422 --> 00:30:40.122
process.

00:30:40.501 --> 00:30:41.521
Is it going to be text?

00:30:41.882 --> 00:30:42.541
Is it photo?

00:30:43.021 --> 00:30:43.701
Is it video?

00:30:44.122 --> 00:30:44.583
What is it?

00:30:45.782 --> 00:30:49.182
We'll figure out three formats for you to

00:30:49.222 --> 00:30:50.523
do ten times.

00:30:50.624 --> 00:30:51.683
And I'm not a math person,

00:30:52.023 --> 00:30:54.203
but when you multiply ten ideas through

00:30:54.243 --> 00:30:55.105
three formats,

00:30:55.384 --> 00:30:57.884
you can twist those ten ideas a hundred

00:30:57.904 --> 00:30:59.925
different ways, a thousand different ways.

00:31:00.246 --> 00:31:01.326
But I don't want you to have to

00:31:01.365 --> 00:31:02.066
reinvent the wheel.

00:31:03.544 --> 00:31:06.230
What I also don't want is, well,

00:31:06.269 --> 00:31:10.861
this is the new trend on Instagram.

00:31:11.775 --> 00:31:12.715
The new trend right now,

00:31:12.816 --> 00:31:13.656
I think it's fine.

00:31:14.096 --> 00:31:15.857
It's reactive, right?

00:31:15.877 --> 00:31:17.539
The new trend now is, hey,

00:31:17.559 --> 00:31:18.760
what were you like in the nineties?

00:31:18.840 --> 00:31:20.182
Someone shows a picture of himself,

00:31:20.201 --> 00:31:21.643
a photo of himself, still photo.

00:31:22.423 --> 00:31:24.025
It's a video, but it's still photo.

00:31:24.425 --> 00:31:27.587
And the same trending audio plays, hey,

00:31:27.607 --> 00:31:28.729
what were you like in the nineties?

00:31:29.289 --> 00:31:30.971
And then the music changes and then

00:31:31.230 --> 00:31:33.633
picture from that person when they were

00:31:33.673 --> 00:31:33.993
younger.

00:31:34.453 --> 00:31:35.255
That's great.

00:31:35.894 --> 00:31:37.817
I call that, that's the hashtag trend.

00:31:38.096 --> 00:31:38.356
Cool.

00:31:39.468 --> 00:31:40.867
That's not what I'm talking about here

00:31:40.887 --> 00:31:42.088
because those are going to pop up and

00:31:42.709 --> 00:31:44.328
you can figure out how to recreate that

00:31:44.368 --> 00:31:45.409
just by watching one.

00:31:46.328 --> 00:31:48.589
My idea is let's find three formats that

00:31:48.630 --> 00:31:51.170
you like, that you have the tools,

00:31:51.810 --> 00:31:55.451
the people, the time to recreate,

00:31:56.030 --> 00:31:57.332
and then the end of the day is

00:31:57.832 --> 00:31:59.372
now we're going to make fifty of them.

00:31:59.971 --> 00:32:01.653
Right now, in the room,

00:32:01.873 --> 00:32:03.192
we're going to laugh at each other because

00:32:03.212 --> 00:32:03.972
it's awkward,

00:32:04.893 --> 00:32:05.733
and I'm going to show you how to

00:32:05.773 --> 00:32:07.334
do it with equipment

00:32:08.240 --> 00:32:10.800
that all costs less than a hundred

00:32:10.820 --> 00:32:11.881
dollars.

00:32:12.141 --> 00:32:13.162
I'll walk in and go,

00:32:13.501 --> 00:32:15.162
who's got the best newest iPhone?

00:32:15.323 --> 00:32:15.682
Got it.

00:32:16.202 --> 00:32:17.542
That's the phone we're using right now.

00:32:18.163 --> 00:32:19.564
Let me show you how my twenty eight

00:32:19.604 --> 00:32:21.404
dollar tripod makes this possible.

00:32:21.825 --> 00:32:23.305
Let me show you how this simple wireless

00:32:23.345 --> 00:32:26.125
microphone makes it from a C minus to

00:32:26.145 --> 00:32:26.846
a B plus.

00:32:27.426 --> 00:32:29.027
And let's make twenty of these.

00:32:29.047 --> 00:32:30.228
Let's make fifty of these.

00:32:30.688 --> 00:32:31.968
So when by the time I leave at

00:32:32.008 --> 00:32:32.969
five o'clock that day,

00:32:34.030 --> 00:32:35.872
I want you to have fifty pieces of

00:32:35.912 --> 00:32:39.315
content featuring you, not me, made.

00:32:39.914 --> 00:32:42.457
And three or four people on your team

00:32:42.656 --> 00:32:43.877
know how to actually use it.

00:32:44.137 --> 00:32:46.019
Know all the little tips and tricks and

00:32:46.058 --> 00:32:48.059
how to operate all the tools.

00:32:48.260 --> 00:32:49.101
It's not foreign.

00:32:49.201 --> 00:32:50.182
It's not complicated.

00:32:50.461 --> 00:32:51.182
It's repetition.

00:32:51.482 --> 00:32:52.844
So I want to offer this to clinics

00:32:52.864 --> 00:32:53.983
and go, I fly in.

00:32:54.484 --> 00:32:56.066
We do this whole thing for you guys.

00:32:56.346 --> 00:32:57.125
By the time I leave,

00:32:57.346 --> 00:32:59.647
you have content tangibly to share

00:32:59.807 --> 00:33:00.348
tomorrow.

00:33:00.868 --> 00:33:02.990
And I've taught your team how to fish.

00:33:04.111 --> 00:33:06.011
I'm out of here.

00:33:06.112 --> 00:33:07.251
Yeah.

00:33:07.311 --> 00:33:07.613
Yeah.

00:33:07.633 --> 00:33:07.813
I mean,

00:33:07.873 --> 00:33:10.614
I love things like that because it's

00:33:11.173 --> 00:33:12.315
closed in scope.

00:33:12.595 --> 00:33:14.154
You know how much you're investing.

00:33:14.335 --> 00:33:14.855
Correct.

00:33:15.016 --> 00:33:17.636
Even if you're going in thinking this is

00:33:17.676 --> 00:33:19.196
a complete waste of time and money,

00:33:19.738 --> 00:33:21.518
it's a limited waste of time and money.

00:33:21.577 --> 00:33:21.878
Correct.

00:33:21.999 --> 00:33:22.398
Correct.

00:33:22.459 --> 00:33:23.118
So it's like,

00:33:23.338 --> 00:33:25.460
I know my downside risk is capped.

00:33:25.579 --> 00:33:27.961
I know my upside potential is unlimited.

00:33:28.161 --> 00:33:28.520
Correct.

00:33:28.580 --> 00:33:29.922
I know what I'm getting into.

00:33:30.701 --> 00:33:31.942
I know I need to do it.

00:33:33.027 --> 00:33:33.688
And again,

00:33:33.948 --> 00:33:36.010
it's that person who buys a pair of

00:33:36.111 --> 00:33:38.413
running shoes because they want to run.

00:33:38.453 --> 00:33:39.615
They know they should run,

00:33:39.694 --> 00:33:41.557
but they're probably not going to run.

00:33:42.798 --> 00:33:43.480
You're like, all right,

00:33:43.640 --> 00:33:45.642
I can drop one hundred and twenty bucks,

00:33:45.803 --> 00:33:47.304
even if it's a waste and I get

00:33:47.404 --> 00:33:47.984
out of the closet.

00:33:49.396 --> 00:33:50.497
This is a lottery ticket.

00:33:50.856 --> 00:33:52.397
And then I would add one extra thing.

00:33:52.657 --> 00:33:54.117
Let's say you buy the lottery ticket.

00:33:54.157 --> 00:33:55.057
Jimmy McKay comes in.

00:33:55.077 --> 00:33:56.479
We do have a dry erase board session.

00:33:56.519 --> 00:33:57.459
Everybody has a good time.

00:33:57.838 --> 00:33:58.538
And then I leave.

00:33:58.898 --> 00:33:59.259
You're leaving.

00:33:59.638 --> 00:34:01.220
I'm not letting I'm not leaving unless we

00:34:01.240 --> 00:34:02.940
have fifty pieces of content made.

00:34:03.380 --> 00:34:03.960
So at worst,

00:34:03.980 --> 00:34:05.461
you got one thing a week to try

00:34:05.540 --> 00:34:06.401
out for the next year.

00:34:07.540 --> 00:34:09.201
It's also a cultural exercise.

00:34:09.581 --> 00:34:10.722
And that's why I said it needs to

00:34:10.762 --> 00:34:12.782
be a big enough organization that when we

00:34:12.822 --> 00:34:14.523
get everybody from the org in the room,

00:34:14.742 --> 00:34:15.963
it feels like something.

00:34:17.320 --> 00:34:18.601
So this, I would say, dude,

00:34:18.661 --> 00:34:19.922
do it in place of a con ed

00:34:19.963 --> 00:34:20.342
session.

00:34:21.184 --> 00:34:24.226
Instead of just bringing in another course

00:34:24.606 --> 00:34:25.806
to learn another thing,

00:34:26.807 --> 00:34:28.309
what if the thing you were learning is

00:34:28.608 --> 00:34:32.771
how to connect with the people you seek

00:34:33.172 --> 00:34:33.893
to serve?

00:34:34.472 --> 00:34:35.253
I'm going to show you how to do

00:34:35.273 --> 00:34:36.775
it because I think the distance between

00:34:36.835 --> 00:34:40.157
you and your next patient is the thickness

00:34:40.197 --> 00:34:42.418
of the glass on my iPhone there.

00:34:43.708 --> 00:34:49.054
Are there any marketing courses approved

00:34:49.635 --> 00:34:52.619
in any states for Con Ed credit?

00:34:54.942 --> 00:34:56.304
That is a great question.

00:34:57.643 --> 00:34:59.242
And you know me, I'll Google that,

00:34:59.262 --> 00:35:00.204
but that's hard to Google.

00:35:00.244 --> 00:35:02.583
I'll just go, I'll email Chad Madden.

00:35:02.623 --> 00:35:04.045
Because if there is one,

00:35:04.364 --> 00:35:05.125
it would be him, right?

00:35:05.144 --> 00:35:10.326
It would be Chad Madden or Rehab CEOs

00:35:10.365 --> 00:35:10.905
or someone.

00:35:11.146 --> 00:35:12.226
I feel like Will Boyd would know the

00:35:12.286 --> 00:35:12.786
answer to this.

00:35:12.927 --> 00:35:13.367
I don't know.

00:35:13.887 --> 00:35:14.507
I don't know.

00:35:14.606 --> 00:35:15.628
That's a great question.

00:35:16.307 --> 00:35:19.307
The CEU market should be flooded with

00:35:19.969 --> 00:35:22.568
business courses, marketing courses,

00:35:22.628 --> 00:35:24.250
social media courses.

00:35:24.510 --> 00:35:25.210
Let's make one.

00:35:27.396 --> 00:35:29.197
So before AI,

00:35:30.338 --> 00:35:32.059
when I had started my Medicare billing

00:35:32.079 --> 00:35:33.099
course, I was like, oh,

00:35:33.159 --> 00:35:34.639
I'll get the CEU credits.

00:35:34.679 --> 00:35:37.181
And it's ridiculous how much paperwork,

00:35:37.320 --> 00:35:38.922
how many hoops to jump through,

00:35:39.282 --> 00:35:41.123
how much money for each state you would

00:35:41.143 --> 00:35:41.983
have to pay.

00:35:42.824 --> 00:35:44.023
Now with AI,

00:35:44.164 --> 00:35:45.385
I think it could be a lot more

00:35:45.445 --> 00:35:48.047
manageable to just go through the process,

00:35:48.666 --> 00:35:51.847
let an agent and your favorite AI chat

00:35:51.887 --> 00:35:52.809
help you through it.

00:35:54.079 --> 00:35:56.199
But, yeah, we should definitely do that,

00:35:56.280 --> 00:35:57.559
even if we just pick one or two

00:35:57.599 --> 00:35:59.721
big states and just say, hey,

00:35:59.800 --> 00:36:00.641
Con Ed credit.

00:36:00.820 --> 00:36:01.240
But, I mean,

00:36:01.842 --> 00:36:04.681
Con Ed credits are worthless anymore

00:36:04.762 --> 00:36:05.242
anyway.

00:36:05.443 --> 00:36:05.963
Right.

00:36:15.831 --> 00:36:18.431
you know like who what's the value in

00:36:18.452 --> 00:36:20.112
that right so the reason i like this

00:36:20.231 --> 00:36:22.952
is um six weeks ago i started my

00:36:23.012 --> 00:36:27.092
first cohort of like healthcare podcast

00:36:27.132 --> 00:36:30.994
launch pad and i had five students and

00:36:32.054 --> 00:36:34.474
it was fine but like i felt like

00:36:34.514 --> 00:36:36.335
i was just talking at people on a

00:36:36.434 --> 00:36:38.275
screen too much which is ironic because

00:36:38.295 --> 00:36:39.476
that's what i do most of the time

00:36:39.536 --> 00:36:41.195
is talk but i don't i talk with

00:36:41.235 --> 00:36:43.416
people on a screen but because i had

00:36:43.496 --> 00:36:44.757
five students

00:36:45.936 --> 00:36:46.856
And they're different.

00:36:47.297 --> 00:36:48.338
I had to sort of teach to the

00:36:48.398 --> 00:36:49.818
room and not to the individual.

00:36:50.239 --> 00:36:53.141
And I was like, I don't love this.

00:36:53.461 --> 00:36:54.342
I felt awkward.

00:36:54.463 --> 00:36:56.364
I constantly was asking them for feedback.

00:36:56.485 --> 00:36:57.405
They were telling me,

00:36:57.445 --> 00:36:58.226
maybe they were being nice.

00:36:58.246 --> 00:36:59.146
They were like, this is great.

00:36:59.166 --> 00:37:00.068
This is what we expected.

00:37:00.288 --> 00:37:01.248
I'm getting a lot out of this.

00:37:01.588 --> 00:37:02.829
But me looking at their faces on the

00:37:02.889 --> 00:37:04.552
screen, the faces were a lot like this.

00:37:06.510 --> 00:37:07.110
but they're listening.

00:37:07.130 --> 00:37:07.971
It was their listening face.

00:37:08.030 --> 00:37:08.391
I get it.

00:37:08.670 --> 00:37:08.911
That was,

00:37:08.971 --> 00:37:10.090
that's when I started like going on a

00:37:10.110 --> 00:37:11.231
little rampage where I was like, dude,

00:37:11.291 --> 00:37:13.552
teaching respect to teachers.

00:37:13.632 --> 00:37:15.373
Like that stuff is hard.

00:37:15.494 --> 00:37:17.554
Like telling people stuff is easy.

00:37:17.614 --> 00:37:19.394
Teaching people is hard.

00:37:19.454 --> 00:37:21.795
Anyway, towards the end of the course,

00:37:21.856 --> 00:37:24.376
I was like, okay, your week,

00:37:24.436 --> 00:37:25.677
your homework next week is due.

00:37:25.838 --> 00:37:26.597
Do what I just told you.

00:37:26.657 --> 00:37:28.818
Go fail, go mess up, go record,

00:37:29.159 --> 00:37:30.518
go and then bring me back what you've

00:37:30.559 --> 00:37:31.000
created.

00:37:31.219 --> 00:37:31.460
Right.

00:37:32.664 --> 00:37:34.688
And now we've got into the execution part.

00:37:34.847 --> 00:37:36.670
That's when I really started to light up

00:37:36.690 --> 00:37:39.394
and was like excited about, okay,

00:37:39.474 --> 00:37:41.458
let's talk about real problems that you

00:37:41.518 --> 00:37:44.141
ran into, like technical problems,

00:37:45.625 --> 00:37:46.927
like structure problems.

00:37:48.152 --> 00:37:49.233
how do I plan this problems?

00:37:49.253 --> 00:37:50.733
I'm like, okay, like real world,

00:37:50.793 --> 00:37:53.635
like more art class than art history.

00:37:53.775 --> 00:37:54.474
Like, okay,

00:37:54.534 --> 00:37:55.715
how do you make the clay in a

00:37:55.755 --> 00:37:56.016
pot?

00:37:56.155 --> 00:37:56.876
Blah, blah, blah, blah.

00:37:56.936 --> 00:37:58.217
Not break on the handle when you make

00:37:58.237 --> 00:37:58.757
a coffee mug.

00:37:58.777 --> 00:37:59.056
I don't know.

00:37:59.297 --> 00:37:59.858
Let's try it.

00:38:00.478 --> 00:38:01.938
That got more interesting.

00:38:02.318 --> 00:38:02.998
So then I said,

00:38:03.418 --> 00:38:04.860
it would be even more interesting for me

00:38:04.900 --> 00:38:06.320
to be in person, but like,

00:38:06.440 --> 00:38:08.942
I'm not going to fly to Michigan and

00:38:09.021 --> 00:38:10.483
Tennessee and California.

00:38:11.447 --> 00:38:12.307
That doesn't make any sense.

00:38:12.668 --> 00:38:13.809
But that's why I said it needs to

00:38:13.829 --> 00:38:16.150
be the right size clinic who already,

00:38:16.190 --> 00:38:17.130
I don't need to convince them of the

00:38:17.170 --> 00:38:17.389
pain.

00:38:17.469 --> 00:38:18.251
They feel the pain.

00:38:18.471 --> 00:38:19.550
They want the success.

00:38:19.851 --> 00:38:21.791
And they're like, I'd pay for that.

00:38:21.871 --> 00:38:23.472
I could see even if we got ten

00:38:23.512 --> 00:38:25.512
percent of the ROI, that'd be worth it.

00:38:26.534 --> 00:38:27.353
Yeah.

00:38:27.414 --> 00:38:29.155
It's funny you say that because to me

00:38:29.195 --> 00:38:30.554
that sounds like patient care.

00:38:31.094 --> 00:38:32.195
Patient comes in, they're like,

00:38:32.215 --> 00:38:33.115
my shoulder hurts.

00:38:34.297 --> 00:38:34.577
You know,

00:38:34.617 --> 00:38:36.516
in school you learn the upper quarter

00:38:36.556 --> 00:38:38.858
screen and these neuro tests and special

00:38:38.898 --> 00:38:40.278
tests and all this garbage.

00:38:40.338 --> 00:38:40.719
I'm like,

00:38:41.831 --> 00:38:42.052
No.

00:38:42.472 --> 00:38:42.733
Okay.

00:38:42.952 --> 00:38:43.833
Your shoulder hurts.

00:38:44.414 --> 00:38:45.956
Let's see you do something that makes your

00:38:45.976 --> 00:38:46.496
shoulder hurt.

00:38:46.777 --> 00:38:48.860
Let's figure out how we can stop your

00:38:48.880 --> 00:38:51.242
shoulder from hurting and still achieve

00:38:51.282 --> 00:38:52.844
the functional thing that you were doing.

00:38:53.465 --> 00:38:53.804
You know,

00:38:53.824 --> 00:38:56.829
like let's get in the real world and

00:38:56.969 --> 00:38:59.351
address these things as they come up.

00:38:59.371 --> 00:38:59.452
Yeah.

00:39:01.724 --> 00:39:03.525
I've done something like this before.

00:39:03.644 --> 00:39:06.846
I've been brought in by pretty big,

00:39:06.885 --> 00:39:07.085
you know,

00:39:07.326 --> 00:39:10.286
twenty plus clinic organizations.

00:39:11.307 --> 00:39:12.827
And this freaks some people out.

00:39:13.268 --> 00:39:15.869
I don't think it would freak you out.

00:39:15.929 --> 00:39:19.150
I was given two problems.

00:39:19.431 --> 00:39:20.291
One was,

00:39:20.610 --> 00:39:23.211
it was like retaining top talent and one

00:39:23.231 --> 00:39:24.612
was like hiring new talent.

00:39:24.632 --> 00:39:26.512
So there's both like a retention and a

00:39:26.572 --> 00:39:27.032
hiring.

00:39:27.454 --> 00:39:29.574
I was given two prompts and I was

00:39:29.614 --> 00:39:30.755
given six hours.

00:39:31.945 --> 00:39:34.186
So I spent three hours on each problem.

00:39:35.047 --> 00:39:37.409
And I just brought a few formats.

00:39:37.610 --> 00:39:38.670
I just brought a few lenses.

00:39:38.710 --> 00:39:39.891
I think I used, remember that book,

00:39:39.931 --> 00:39:40.992
The Love Languages?

00:39:41.251 --> 00:39:42.992
I was like, okay,

00:39:43.213 --> 00:39:45.333
we're going to walk through your current

00:39:45.934 --> 00:39:48.056
employee situation.

00:39:48.456 --> 00:39:49.336
How do you show love?

00:39:49.456 --> 00:39:50.998
And everybody was like, in the beginning,

00:39:51.018 --> 00:39:52.639
it was like, I don't understand this.

00:39:52.659 --> 00:39:53.518
This is weird.

00:39:54.000 --> 00:39:54.699
By the end,

00:39:54.739 --> 00:39:56.300
people are yelling over each other.

00:39:56.380 --> 00:39:57.222
And what about this?

00:39:57.262 --> 00:39:57.842
And what about this?

00:39:58.121 --> 00:39:59.583
And that's when, as a good facilitator,

00:39:59.603 --> 00:40:00.884
you know your job is to shut up.

00:40:02.213 --> 00:40:03.773
get out of the way but because that's

00:40:03.793 --> 00:40:05.394
what the name of the position is

00:40:05.494 --> 00:40:09.496
facilitator not star not host i talk a

00:40:09.536 --> 00:40:11.297
lot in the beginning i set the stage

00:40:11.498 --> 00:40:13.239
i i tell you what the rules are

00:40:13.278 --> 00:40:14.298
and then my job is to sort of

00:40:14.318 --> 00:40:15.679
like pull a homer simpson and just like

00:40:16.039 --> 00:40:17.721
fade into the bush but they got a

00:40:17.800 --> 00:40:20.101
lot i think that the ops officer told

00:40:20.141 --> 00:40:22.543
me he's like we got sixty two ideas

00:40:22.684 --> 00:40:24.565
like like actionable ideas and

00:40:25.460 --> 00:40:26.882
no, we can't do sixty two.

00:40:26.923 --> 00:40:27.344
But he's like,

00:40:27.704 --> 00:40:29.086
some of those were really good.

00:40:29.166 --> 00:40:30.028
Like a couple of these.

00:40:30.048 --> 00:40:30.369
He's like,

00:40:30.809 --> 00:40:32.512
now you put the good ideas in the

00:40:32.532 --> 00:40:34.556
hands of an operator, a COO.

00:40:35.938 --> 00:40:36.780
And you just watch his,

00:40:37.139 --> 00:40:39.121
like I was watching this guy's face.

00:40:39.661 --> 00:40:40.222
Funny enough,

00:40:40.362 --> 00:40:43.126
I thought he was annoyed during the thing.

00:40:44.467 --> 00:40:46.327
Turns out over dinner, he was like, no,

00:40:46.347 --> 00:40:47.429
that's like sort of my thinking.

00:40:47.750 --> 00:40:48.570
My wife tells me all the time,

00:40:48.590 --> 00:40:49.490
it's my thinking face.

00:40:49.550 --> 00:40:51.313
I'm like, God, you weren't pissed.

00:40:51.733 --> 00:40:52.934
You were engaged,

00:40:53.014 --> 00:40:54.235
but your job was to sit.

00:40:54.675 --> 00:40:55.096
Because I was like,

00:40:55.277 --> 00:40:57.077
I can't take notes and facilitate.

00:40:57.338 --> 00:40:59.139
And this is pre-AI and note-taking.

00:40:59.519 --> 00:41:00.842
I was like, we can record it,

00:41:00.882 --> 00:41:01.922
but who's going to listen to that?

00:41:02.463 --> 00:41:03.103
So he's like, no,

00:41:03.182 --> 00:41:05.103
I'll take on that role of like recorder.

00:41:05.523 --> 00:41:07.804
And that is a great important role because

00:41:07.844 --> 00:41:10.146
he has to sift the good, the bad,

00:41:10.166 --> 00:41:11.166
the boring, the useful.

00:41:11.186 --> 00:41:11.567
And he was like,

00:41:11.786 --> 00:41:12.907
I was writing down everything,

00:41:12.947 --> 00:41:14.148
but I sort of came up with my

00:41:14.228 --> 00:41:17.789
own like circle one that I think has

00:41:17.869 --> 00:41:18.369
promise.

00:41:18.429 --> 00:41:19.731
And then if it really has promise,

00:41:19.771 --> 00:41:21.311
then put a star and a circle.

00:41:21.711 --> 00:41:22.911
And I go, great.

00:41:22.952 --> 00:41:23.132
Like,

00:41:23.251 --> 00:41:24.773
let me know how those ideas play out

00:41:24.853 --> 00:41:26.673
over the next year or two.

00:41:30.639 --> 00:41:36.362
So the level two of this is, okay,

00:41:36.481 --> 00:41:38.181
what is the practice?

00:41:38.601 --> 00:41:39.481
Why are they doing it?

00:41:40.083 --> 00:41:41.583
Are they doing it for more patients?

00:41:41.623 --> 00:41:44.184
Are they doing it for therapist retention?

00:41:44.224 --> 00:41:46.684
Are they doing it, like for me,

00:41:46.744 --> 00:41:48.264
and I've said this multiple times,

00:41:49.065 --> 00:41:51.324
I'm not doing it with the intent of

00:41:51.405 --> 00:41:53.266
generating more patient revenue.

00:41:53.945 --> 00:41:56.347
I'm doing it with the intent of generating

00:41:56.447 --> 00:41:59.710
media revenue, finding brand deals,

00:42:00.230 --> 00:42:04.432
increasing my awareness so that I can sell

00:42:04.492 --> 00:42:05.193
products,

00:42:05.693 --> 00:42:07.715
not because I want to sell more physical

00:42:07.735 --> 00:42:08.175
therapy.

00:42:08.632 --> 00:42:11.132
right i think most of them are not

00:42:11.172 --> 00:42:13.215
on that level that you're doing most of

00:42:13.235 --> 00:42:16.115
them are saying two things how do i

00:42:16.155 --> 00:42:17.737
keep number one how do i keep my

00:42:17.757 --> 00:42:20.179
staff engaged i say make them the star

00:42:20.298 --> 00:42:22.440
and again even if even if they just

00:42:22.940 --> 00:42:25.561
get exposure and it's a great branding

00:42:25.601 --> 00:42:27.702
campaign and your people are engaged the

00:42:27.742 --> 00:42:29.643
cost is time like once i come in

00:42:29.664 --> 00:42:31.644
and teach you i hope i never come

00:42:31.664 --> 00:42:34.067
back again or i hope you tap out

00:42:34.786 --> 00:42:35.827
And you're like, we want more.

00:42:35.987 --> 00:42:36.887
Bring us to level two.

00:42:36.927 --> 00:42:38.128
And I have to sit there and think

00:42:38.148 --> 00:42:38.548
and go, wow,

00:42:38.588 --> 00:42:40.710
how do I level up this organization who

00:42:40.831 --> 00:42:41.911
actually is good at this?

00:42:43.032 --> 00:42:47.155
I think the bonus is there's revenue

00:42:47.175 --> 00:42:49.615
because people now know, like,

00:42:49.655 --> 00:42:50.315
and trust you.

00:42:50.476 --> 00:42:51.317
They have to know you.

00:42:52.077 --> 00:42:53.277
You're an attention engine now.

00:42:53.617 --> 00:42:53.737
I mean,

00:42:53.759 --> 00:42:55.119
look at that coffee shop in Brooklyn.

00:42:55.378 --> 00:42:57.380
It doesn't make any sense for them to

00:42:57.420 --> 00:43:02.453
spend – pay for a videographer –

00:43:02.614 --> 00:43:03.954
I think it's just somebody who worked

00:43:03.974 --> 00:43:05.014
there who's also I mean,

00:43:05.034 --> 00:43:06.414
that's like the cliche in Brooklyn, right?

00:43:06.434 --> 00:43:08.016
Every every barista in Brooklyn is an

00:43:08.275 --> 00:43:09.777
actor who's going to be on Broadway in

00:43:10.097 --> 00:43:10.476
six months.

00:43:10.717 --> 00:43:11.476
But that's the truth.

00:43:11.516 --> 00:43:14.579
But like an actor who's a barista is

00:43:14.639 --> 00:43:16.838
looking at the world so differently.

00:43:17.119 --> 00:43:18.139
And they're saying, God,

00:43:18.179 --> 00:43:19.599
this place has so many interesting

00:43:19.639 --> 00:43:20.561
characters every day.

00:43:21.061 --> 00:43:22.981
If we captured one tenth of that,

00:43:23.442 --> 00:43:24.322
it'd be so funny.

00:43:24.481 --> 00:43:26.103
And then they just started doing it.

00:43:27.628 --> 00:43:30.108
And that's all this one day hackathon

00:43:30.128 --> 00:43:30.829
would be is like,

00:43:31.088 --> 00:43:32.849
let me just like make this a little

00:43:32.889 --> 00:43:33.309
clear.

00:43:34.271 --> 00:43:35.690
Although I don't know if like the person

00:43:36.150 --> 00:43:37.431
who's excited to grab the camera,

00:43:37.452 --> 00:43:38.152
they know this already.

00:43:38.512 --> 00:43:40.612
It's almost like I'm giving them

00:43:40.652 --> 00:43:43.014
permission from their boss in public.

00:43:43.634 --> 00:43:43.894
Like, hey,

00:43:43.914 --> 00:43:45.934
you know when she's screwing around in the

00:43:45.954 --> 00:43:47.476
corner over there with the TheraBands and

00:43:47.516 --> 00:43:48.436
making funny videos?

00:43:48.755 --> 00:43:49.556
Like she's sort of not,

00:43:49.677 --> 00:43:50.777
like she is screwing off,

00:43:50.797 --> 00:43:52.577
but like there is a purpose to the

00:43:52.617 --> 00:43:53.177
madness.

00:43:53.197 --> 00:43:54.699
There's a purpose to the process.

00:43:55.599 --> 00:43:57.159
And what could that net?

00:43:58.530 --> 00:43:58.909
But yeah,

00:43:58.969 --> 00:44:01.092
a lot of it is you're guessing if

00:44:01.711 --> 00:44:02.672
the juice is going to be worth the

00:44:02.693 --> 00:44:02.992
squeeze.

00:44:03.773 --> 00:44:05.815
Yeah.

00:44:05.896 --> 00:44:06.255
I love it.

00:44:06.356 --> 00:44:07.916
I think it's awesome.

00:44:07.996 --> 00:44:09.737
Real quick, closing that loop.

00:44:10.338 --> 00:44:12.239
You know, when we were,

00:44:12.760 --> 00:44:14.061
I'm going to go back to like,

00:44:14.181 --> 00:44:15.762
two thousand five,

00:44:15.842 --> 00:44:17.143
maybe two thousand four,

00:44:17.184 --> 00:44:18.125
two thousand five.

00:44:18.625 --> 00:44:22.688
We had two clinics opening a third and

00:44:23.007 --> 00:44:25.929
we paid like a thousand bucks or something

00:44:26.530 --> 00:44:27.512
for somebody to come in.

00:44:28.612 --> 00:44:31.793
The deal was we pay a thousand dollars.

00:44:32.195 --> 00:44:33.675
This person is going to fly in.

00:44:33.715 --> 00:44:35.177
They're going to spend the day with us.

00:44:35.217 --> 00:44:36.297
We're going to go through all of the

00:44:36.338 --> 00:44:37.217
financials.

00:44:37.838 --> 00:44:39.360
Then they're going to put together a

00:44:39.440 --> 00:44:42.983
summary with a plan that, of course,

00:44:43.182 --> 00:44:46.445
upsold to a twelve thousand dollar bigger

00:44:46.485 --> 00:44:49.507
project to kind of clean up the

00:44:49.568 --> 00:44:50.467
financials.

00:44:51.329 --> 00:44:52.730
I don't know if this is what Will

00:44:52.789 --> 00:44:55.072
Boyd does or it kind of in that

00:44:55.112 --> 00:44:55.472
world.

00:44:55.532 --> 00:44:57.552
But this was, you know, twenty years ago.

00:44:59.161 --> 00:45:02.523
I mean, it was absolutely worth it.

00:45:03.663 --> 00:45:04.923
We were drowning in money,

00:45:05.583 --> 00:45:06.824
but we had no idea where all the

00:45:06.864 --> 00:45:08.965
money was, what we were doing with it.

00:45:09.724 --> 00:45:13.826
So to bring in a specialist like that,

00:45:13.985 --> 00:45:15.467
I think it had a great impact on

00:45:15.487 --> 00:45:15.887
the company.

00:45:16.550 --> 00:45:18.311
So step one is figure out what problem

00:45:18.331 --> 00:45:19.393
you're actually solving.

00:45:19.634 --> 00:45:22.597
Like Will Boyd or whoever that person was

00:45:22.637 --> 00:45:25.059
doesn't solve a financial problem.

00:45:25.480 --> 00:45:28.903
They solve a clarity problem.

00:45:29.003 --> 00:45:30.385
And it sounds like I'm splitting hairs

00:45:30.425 --> 00:45:31.487
here, but I'm not.

00:45:32.304 --> 00:45:34.106
Because your problem wasn't making money.

00:45:34.126 --> 00:45:35.306
Your problem was like next step,

00:45:35.347 --> 00:45:37.128
which is like any idiot can make a

00:45:37.148 --> 00:45:37.748
million dollars,

00:45:37.809 --> 00:45:39.429
but not any idiot can keep the million

00:45:39.449 --> 00:45:39.750
dollars.

00:45:40.351 --> 00:45:41.931
It doesn't sound like it's a problem,

00:45:42.012 --> 00:45:44.293
but it is once you get there.

00:45:44.934 --> 00:45:47.456
But make sure you understand the problem

00:45:47.476 --> 00:45:48.157
you're trying to solve,

00:45:48.177 --> 00:45:49.559
the person has to have the money to

00:45:49.659 --> 00:45:50.039
solve it.

00:45:51.480 --> 00:45:53.541
Financial services is pretty smart because

00:45:54.902 --> 00:45:56.244
you're going in knowing the person either

00:45:56.284 --> 00:45:58.005
has money or is willing to spend money

00:45:58.025 --> 00:45:58.626
to make money.

00:45:59.710 --> 00:46:00.871
Bo from Colorado saying,

00:46:01.211 --> 00:46:05.018
Tony's a master multitasker driving and

00:46:05.079 --> 00:46:06.420
being a genius at the same time.

00:46:06.481 --> 00:46:07.061
It's not easy.

00:46:07.181 --> 00:46:08.204
It's not easy doing either of those

00:46:08.224 --> 00:46:08.443
things.

00:46:09.277 --> 00:46:09.458
All right,

00:46:09.478 --> 00:46:10.679
we've got about ten minutes left,

00:46:10.699 --> 00:46:11.380
fifteen minutes left.

00:46:11.780 --> 00:46:13.340
The last thing that we sort of talked

00:46:13.380 --> 00:46:16.623
about briefly before we went live was

00:46:17.244 --> 00:46:18.684
something Dave was talking about,

00:46:19.106 --> 00:46:20.306
where Dave is right now.

00:46:20.327 --> 00:46:21.307
We didn't even mention that.

00:46:21.367 --> 00:46:23.369
Dave is, he's out doing an eval,

00:46:23.409 --> 00:46:25.351
he's out observing an eval with his new

00:46:25.391 --> 00:46:27.713
employee, Dr. Wolfhammer.

00:46:27.813 --> 00:46:29.454
It's not his name, but it's just easier.

00:46:29.693 --> 00:46:31.155
Wolfhammer is a better character name.

00:46:31.456 --> 00:46:32.096
I'm never going to,

00:46:32.175 --> 00:46:33.556
I think it's something with Wolf.

00:46:34.018 --> 00:46:35.039
Wolfhammer sounds good.

00:46:35.059 --> 00:46:36.159
Sounds like a character from Game of

00:46:36.179 --> 00:46:36.400
Thrones.

00:46:37.179 --> 00:46:39.922
um dave's talked about processes recording

00:46:39.963 --> 00:46:43.085
evaluations recording initial calls and

00:46:43.105 --> 00:46:44.887
then being able to actionably do something

00:46:44.907 --> 00:46:46.108
about it i mean we've been able to

00:46:46.148 --> 00:46:49.291
record evaluations for years the software

00:46:49.331 --> 00:46:51.192
now makes it applicable like you can do

00:46:51.251 --> 00:46:52.713
something with the information you can

00:46:52.753 --> 00:46:54.775
transcribe it you can now ask it questions

00:46:55.376 --> 00:46:57.818
and you can review but let's take that

00:46:57.898 --> 00:46:59.880
out we've talked about the technology why

00:46:59.920 --> 00:47:03.163
we do that having someone that gets it

00:47:04.126 --> 00:47:05.307
which is another one of those things.

00:47:05.407 --> 00:47:06.387
How do you know if someone's going to

00:47:06.447 --> 00:47:08.329
get it or not on an interview or

00:47:08.389 --> 00:47:10.650
even a week one or year one?

00:47:11.490 --> 00:47:12.572
That does some things.

00:47:13.992 --> 00:47:14.452
I've said it before.

00:47:14.492 --> 00:47:17.114
You can't teach give a crap to people.

00:47:17.414 --> 00:47:19.514
And when you've got it, as a manager,

00:47:19.675 --> 00:47:22.697
I learned my job wasn't to manage that.

00:47:23.177 --> 00:47:24.318
My job was to make sure they had

00:47:24.338 --> 00:47:26.559
the tools to take whatever it is they

00:47:26.579 --> 00:47:28.860
wanted to give a crap about and sort

00:47:28.880 --> 00:47:30.840
of direct it towards the mission of the

00:47:30.900 --> 00:47:31.621
organization.

00:47:31.722 --> 00:47:33.262
My mission of the organization was radio,

00:47:33.302 --> 00:47:33.422
but...

00:47:34.519 --> 00:47:37.181
This is – we're a people business.

00:47:37.701 --> 00:47:39.320
Larry Benz wrote an article yesterday

00:47:39.340 --> 00:47:40.041
about EBITDA.

00:47:40.780 --> 00:47:42.322
I didn't think somebody could make an

00:47:42.382 --> 00:47:45.222
article about EBITDA exciting because he

00:47:45.262 --> 00:47:46.003
explained it simply.

00:47:46.862 --> 00:47:47.882
But I think the best line of the

00:47:47.922 --> 00:47:53.003
whole article was the biggest assets of a

00:47:53.063 --> 00:47:55.364
physical therapy organization wear shoes.

00:47:56.755 --> 00:47:57.856
it's not your equipment,

00:47:57.956 --> 00:47:58.956
it's not your footprint,

00:47:58.976 --> 00:47:59.896
it's not your real estate.

00:48:00.336 --> 00:48:02.759
The biggest asset of a PT organization,

00:48:03.039 --> 00:48:04.721
they wear shoes, they go home at night,

00:48:05.041 --> 00:48:05.820
they're your people,

00:48:05.860 --> 00:48:07.161
your job is to serve them.

00:48:07.501 --> 00:48:09.304
His point in the article with EBITDA was,

00:48:10.438 --> 00:48:12.179
When the measure becomes a target,

00:48:12.699 --> 00:48:13.659
it stops measuring.

00:48:13.699 --> 00:48:15.721
If I teach to the test,

00:48:16.262 --> 00:48:18.023
am I turning out smart humans or am

00:48:18.043 --> 00:48:20.023
I turning out good test takers?

00:48:20.043 --> 00:48:21.284
And we could go round and around,

00:48:21.905 --> 00:48:22.144
you know,

00:48:22.186 --> 00:48:23.505
in terms of like chicken or the egg,

00:48:23.525 --> 00:48:24.047
which is good.

00:48:24.086 --> 00:48:25.887
But I think the premise is,

00:48:26.047 --> 00:48:28.228
how do you find good people?

00:48:29.750 --> 00:48:31.371
And how did you spot them, Tony?

00:48:31.570 --> 00:48:32.572
Did you ask them questions?

00:48:32.592 --> 00:48:33.492
What did you do?

00:48:34.990 --> 00:48:36.092
Um, you know,

00:48:36.413 --> 00:48:39.755
it was always a combination of like,

00:48:40.036 --> 00:48:41.898
and I might have shared this story before.

00:48:42.077 --> 00:48:44.019
I remember one particular hire.

00:48:44.601 --> 00:48:45.802
She wasn't a therapist.

00:48:46.422 --> 00:48:48.324
I was taking her on like a little

00:48:48.364 --> 00:48:49.264
tour of the clinic.

00:48:50.166 --> 00:48:52.327
A stepstool was sitting out in the middle

00:48:52.367 --> 00:48:52.768
of the room.

00:48:53.907 --> 00:48:54.708
I didn't say anything.

00:48:55.228 --> 00:48:55.849
She went over.

00:48:56.088 --> 00:48:56.750
She picked it up.

00:48:56.989 --> 00:48:58.190
She put it on the side,

00:48:58.650 --> 00:48:59.851
got it out of the way.

00:49:00.150 --> 00:49:01.271
I was like, you're hired.

00:49:01.532 --> 00:49:04.434
I will pay you whatever you want to

00:49:04.554 --> 00:49:05.853
come work with us.

00:49:07.195 --> 00:49:08.856
And this is the thing, you know, like,

00:49:08.916 --> 00:49:09.396
again,

00:49:09.655 --> 00:49:14.858
our advantage on a small practice size is

00:49:15.099 --> 00:49:16.940
we don't need fifty employees.

00:49:17.079 --> 00:49:18.860
We don't need ten employees.

00:49:19.280 --> 00:49:21.262
We need one or two, you know,

00:49:21.342 --> 00:49:21.682
and so.

00:49:22.742 --> 00:49:24.525
If I can hire a person that is

00:49:24.664 --> 00:49:27.387
genuinely happy, not a complainer,

00:49:27.588 --> 00:49:29.010
not a bitcher, not a moaner,

00:49:29.130 --> 00:49:30.331
not a victim.

00:49:31.231 --> 00:49:33.094
If I can hire a person that can

00:49:33.313 --> 00:49:35.737
identify a simple problem and generate a

00:49:35.777 --> 00:49:38.518
simple solution, that's all I want.

00:49:39.079 --> 00:49:40.742
Because that person is going to fit the

00:49:40.802 --> 00:49:41.402
culture.

00:49:42.063 --> 00:49:44.585
And I've hired plenty of the wrong people.

00:49:45.286 --> 00:49:46.527
I fired all of them.

00:49:47.387 --> 00:49:48.630
It wasn't, you know,

00:49:49.510 --> 00:49:51.411
I don't know that there is a criteria

00:49:51.592 --> 00:49:54.335
or an interview process or some formula

00:49:54.375 --> 00:49:55.275
you can follow.

00:49:55.936 --> 00:49:57.838
There are some telltale signs.

00:49:58.438 --> 00:49:59.960
But generally speaking,

00:50:00.760 --> 00:50:05.246
and I know the modern clinicians going to

00:50:05.266 --> 00:50:05.766
hate this,

00:50:05.806 --> 00:50:09.108
but I hire people that are like me.

00:50:09.969 --> 00:50:12.692
i hire people that i like that's the

00:50:12.731 --> 00:50:14.833
bottom line because we're gonna spend

00:50:14.853 --> 00:50:17.576
forty hours fifty hours together we're

00:50:17.596 --> 00:50:19.617
gonna be in the trenches i need to

00:50:19.637 --> 00:50:21.259
know you have my back and i have

00:50:21.298 --> 00:50:23.420
your back and if we don't have that

00:50:23.481 --> 00:50:25.262
level of trust in such a small

00:50:25.342 --> 00:50:28.364
organization it's never gonna work but if

00:50:28.425 --> 00:50:31.407
i had fifty a hundred employees can't do

00:50:31.447 --> 00:50:32.889
that i don't care i'm just hiring a

00:50:32.949 --> 00:50:36.152
number right you know uh did you ever

00:50:36.172 --> 00:50:37.213
watch the show the bear

00:50:39.831 --> 00:50:40.170
It's on Hulu.

00:50:40.190 --> 00:50:40.692
No, tell me about it.

00:50:40.711 --> 00:50:42.333
It's about like a restaurant.

00:50:43.074 --> 00:50:44.077
You know, it's a story about people.

00:50:44.177 --> 00:50:46.681
Jeremy Allen White from – oh, God,

00:50:46.800 --> 00:50:47.842
I'm going to blank on the show.

00:50:50.025 --> 00:50:51.527
they turn a restaurant from like a

00:50:51.586 --> 00:50:53.606
sandwich shop into like a five-star.

00:50:53.626 --> 00:50:54.806
He's trying to be like a five-star

00:50:54.867 --> 00:50:55.547
Michelin chef.

00:50:56.208 --> 00:50:56.568
But anyway,

00:50:56.728 --> 00:50:58.108
everybody in the show is sort of

00:50:58.168 --> 00:51:00.248
progressing and like taking their lives

00:51:00.268 --> 00:51:01.628
and their roles more seriously.

00:51:01.909 --> 00:51:03.108
And this one guy who was sort of

00:51:03.148 --> 00:51:04.268
like the maitre d' now,

00:51:04.548 --> 00:51:06.110
who was sort of a screw-up and sort

00:51:06.130 --> 00:51:07.150
of like didn't really care,

00:51:07.670 --> 00:51:08.909
is now interviewing someone.

00:51:09.010 --> 00:51:10.309
Now they're in this restaurant they've

00:51:10.369 --> 00:51:11.411
created, super nice,

00:51:11.771 --> 00:51:13.371
and he's sitting down with their HR

00:51:13.411 --> 00:51:13.751
person.

00:51:13.771 --> 00:51:15.090
They don't have an HR person.

00:51:15.592 --> 00:51:16.172
And this person,

00:51:16.371 --> 00:51:17.331
you're watching the interview,

00:51:18.152 --> 00:51:18.932
And they're conversing.

00:51:18.952 --> 00:51:20.135
This person looks perfect.

00:51:20.195 --> 00:51:21.317
She's got all the credentials.

00:51:22.099 --> 00:51:22.920
She gets up and leaves.

00:51:22.940 --> 00:51:24.382
The HR person turns to him and goes,

00:51:24.643 --> 00:51:25.182
she's great.

00:51:25.222 --> 00:51:25.744
He goes, no.

00:51:27.186 --> 00:51:28.088
She's like, why?

00:51:28.168 --> 00:51:28.768
Like, literally,

00:51:28.809 --> 00:51:30.411
she checks every box and he's like,

00:51:30.532 --> 00:51:31.594
they're sitting at the table.

00:51:32.914 --> 00:51:33.255
He said,

00:51:33.735 --> 00:51:36.597
this table is perfectly set and that fork

00:51:36.677 --> 00:51:38.760
is ninety degrees off from where it should

00:51:38.780 --> 00:51:38.940
be.

00:51:39.240 --> 00:51:40.302
And she didn't touch it.

00:51:40.922 --> 00:51:41.842
Same as your stool.

00:51:41.882 --> 00:51:43.643
It's like you let that happen.

00:51:44.105 --> 00:51:45.226
Like I need someone.

00:51:45.485 --> 00:51:45.646
Now,

00:51:45.927 --> 00:51:47.168
there's some people that will say like,

00:51:47.188 --> 00:51:48.489
all right, on an interview,

00:51:48.588 --> 00:51:49.670
they don't want to overstep.

00:51:49.690 --> 00:51:50.851
And yeah, I get that.

00:51:51.070 --> 00:51:53.873
But like you didn't put that there on

00:51:53.914 --> 00:51:54.293
purpose.

00:51:54.313 --> 00:51:55.255
It wasn't a test.

00:51:56.291 --> 00:51:57.992
But the idea is we're looking for,

00:51:58.293 --> 00:52:00.594
you can't tell me you take initiative when

00:52:00.675 --> 00:52:04.777
I watch you overlook an opportunity to

00:52:04.818 --> 00:52:05.478
take initiative.

00:52:05.498 --> 00:52:06.739
Shameless, I don't know why I forgot.

00:52:06.858 --> 00:52:08.059
Jeremy Allen White from Shameless.

00:52:08.079 --> 00:52:09.481
If you've never seen Shameless,

00:52:10.541 --> 00:52:11.063
that's a show.

00:52:13.842 --> 00:52:16.784
Yeah, it's, you know, in our organization,

00:52:17.545 --> 00:52:20.768
I need anyone who's working, me included,

00:52:21.148 --> 00:52:22.768
to be willing to take out the trash,

00:52:23.230 --> 00:52:24.771
to be willing to clean the toilet,

00:52:25.190 --> 00:52:28.413
to be willing to do whatever.

00:52:28.532 --> 00:52:29.173
And truthfully,

00:52:29.213 --> 00:52:30.795
like I was thinking about Larry Benz the

00:52:30.835 --> 00:52:31.295
other day.

00:52:32.615 --> 00:52:36.838
I listen to the modern community of PTs

00:52:36.858 --> 00:52:38.099
and OTs on TikTok.

00:52:38.818 --> 00:52:41.460
A lot of them are calling themselves

00:52:41.621 --> 00:52:43.902
advocates and trying to get into,

00:52:44.061 --> 00:52:44.322
you know,

00:52:44.681 --> 00:52:46.262
positions of influence within the

00:52:46.302 --> 00:52:46.922
profession.

00:52:47.702 --> 00:52:49.463
And I'm like, seriously,

00:52:49.925 --> 00:52:52.686
I know I'm an old whatever now.

00:52:53.728 --> 00:52:54.670
But I'm like,

00:52:54.730 --> 00:52:56.512
none of these people have ever run a

00:52:56.572 --> 00:52:57.612
successful business.

00:52:58.233 --> 00:53:00.074
None of these people have ever made a

00:53:00.135 --> 00:53:01.835
hiring and firing decision.

00:53:02.556 --> 00:53:03.878
No budget decisions.

00:53:04.719 --> 00:53:08.422
And this is potentially where the future

00:53:08.983 --> 00:53:12.465
of the profession, PT, OT, SLP is going.

00:53:13.306 --> 00:53:14.847
And then you got somebody like Larry.

00:53:15.728 --> 00:53:17.811
who he could have sat back he could

00:53:17.831 --> 00:53:19.813
have relaxed he made his money he built

00:53:19.893 --> 00:53:22.858
his empire he he made it to the

00:53:22.898 --> 00:53:25.260
top of the mountain and he's still

00:53:25.300 --> 00:53:27.483
fighting to make things better oh yeah

00:53:29.577 --> 00:53:31.199
He left PT mostly.

00:53:31.219 --> 00:53:32.561
He's got a foot in it, obviously.

00:53:32.721 --> 00:53:33.481
There's a heart in it.

00:53:34.322 --> 00:53:35.983
But he's working as a CEO of a

00:53:36.063 --> 00:53:39.007
dental care MSO with like four hundred

00:53:39.047 --> 00:53:39.887
plus clinics.

00:53:40.628 --> 00:53:43.271
He's using his business principles like

00:53:43.291 --> 00:53:44.512
this is why it's like,

00:53:44.572 --> 00:53:46.153
why would you ever hire a Larry Benz

00:53:46.193 --> 00:53:47.094
in the world of dental?

00:53:48.215 --> 00:53:49.097
he's not a dentist.

00:53:49.197 --> 00:53:50.599
That might be the reason.

00:53:50.838 --> 00:53:53.360
He's two degrees away going,

00:53:53.840 --> 00:53:55.061
why does everybody do that?

00:53:55.081 --> 00:53:55.983
And like, well, in dental,

00:53:56.003 --> 00:53:56.583
we all do that.

00:53:56.603 --> 00:53:58.304
And he's like, well, then stop doing that.

00:53:58.525 --> 00:53:59.806
He can see that, right?

00:54:00.126 --> 00:54:01.527
But he's also not someone who's never run

00:54:01.547 --> 00:54:03.030
a clinic or a business or a people

00:54:03.090 --> 00:54:04.231
organization, right?

00:54:04.451 --> 00:54:07.293
I'm sure Larry Benz would turn and say,

00:54:08.213 --> 00:54:09.893
The biggest asset of a dentist's

00:54:10.034 --> 00:54:12.135
organization is not the chair, the drill,

00:54:12.175 --> 00:54:14.615
the whatever, the x-ray machine.

00:54:14.695 --> 00:54:15.556
They wear shoes.

00:54:15.956 --> 00:54:16.215
I mean,

00:54:18.737 --> 00:54:20.996
who is telling us about the long lunch

00:54:21.097 --> 00:54:23.557
in dentistry where they have to hire front

00:54:23.597 --> 00:54:25.938
desk people so often because the job is

00:54:26.099 --> 00:54:28.418
so miserable in dentistry?

00:54:29.019 --> 00:54:30.840
So the average...

00:54:31.219 --> 00:54:33.280
You either stay twenty years or you stay

00:54:33.300 --> 00:54:33.481
like...

00:54:34.181 --> 00:54:35.702
thirty two hours like you stay like three

00:54:35.722 --> 00:54:38.284
and a half days because people just like

00:54:38.346 --> 00:54:40.106
on their fourth day like people will watch

00:54:40.126 --> 00:54:41.248
them they'll go I'm going to go out

00:54:41.268 --> 00:54:42.750
to lunch and they just don't come back

00:54:42.769 --> 00:54:44.873
because it's so miserable it's like hey

00:54:44.913 --> 00:54:46.775
what's that cost you how do you make

00:54:46.795 --> 00:54:48.556
the job less sucky maybe that's the thing

00:54:48.577 --> 00:54:50.358
to invest in and not a new x-ray

00:54:50.378 --> 00:54:50.639
machine

00:54:51.914 --> 00:54:53.235
I don't know if you can ever make

00:54:53.275 --> 00:54:54.655
the job less sucky.

00:54:54.755 --> 00:54:57.458
Okay, I'm going to preface that.

00:54:58.117 --> 00:55:00.338
You hire somebody that makes the job less

00:55:00.378 --> 00:55:00.599
sucky.

00:55:00.619 --> 00:55:02.820
Yeah, or they like that stuff.

00:55:02.920 --> 00:55:04.702
If you hire me to run the front

00:55:04.742 --> 00:55:06.262
desk at a dental practice,

00:55:06.864 --> 00:55:08.083
I'm going to be so pumped.

00:55:08.264 --> 00:55:09.385
I'm going to be into it.

00:55:09.485 --> 00:55:11.567
I'm going to be improving the systems and

00:55:11.606 --> 00:55:14.548
finding efficiencies and saying how we can

00:55:14.588 --> 00:55:17.289
do things so much better that the job

00:55:17.329 --> 00:55:18.771
is not going to suck.

00:55:18.831 --> 00:55:21.072
Now, of course, what really happens is

00:55:21.612 --> 00:55:24.793
The person above me sees me as a

00:55:24.853 --> 00:55:25.333
threat.

00:55:25.873 --> 00:55:27.614
When I come in at the bottom level,

00:55:28.155 --> 00:55:30.315
they make the job miserable.

00:55:30.735 --> 00:55:32.737
It's not that the job is miserable.

00:55:33.117 --> 00:55:34.717
It's that there's a cancer within the

00:55:34.777 --> 00:55:37.077
organization that hasn't been removed.

00:55:37.717 --> 00:55:41.041
And I mean, across all professions,

00:55:41.481 --> 00:55:43.561
we've seen it thousands of times.

00:55:44.003 --> 00:55:46.824
It's that middle manager who fiercely

00:55:46.864 --> 00:55:49.987
protects his or her position by making

00:55:50.106 --> 00:55:52.088
everybody fail below them.

00:55:52.929 --> 00:55:54.650
And it just holds the whole company back.

00:55:54.670 --> 00:55:56.431
But for the owner of the company,

00:55:57.070 --> 00:56:01.414
they're so deep in there that it's easier

00:56:01.454 --> 00:56:03.755
to suffer and let them stay than it

00:56:03.815 --> 00:56:05.556
is to fire them and let the company

00:56:05.577 --> 00:56:05.896
prosper.

00:56:07.210 --> 00:56:07.769
I lucked out.

00:56:07.969 --> 00:56:08.550
I had this.

00:56:08.670 --> 00:56:11.331
When I got promoted from the number two

00:56:11.351 --> 00:56:12.512
to the number one guy at my radio

00:56:12.532 --> 00:56:12.851
station,

00:56:13.213 --> 00:56:14.932
the only reason I got promoted was my

00:56:14.972 --> 00:56:16.813
boss left to take a better opportunity.

00:56:17.193 --> 00:56:18.715
He promoted himself out.

00:56:19.295 --> 00:56:20.315
And my boss turned to me on his

00:56:20.356 --> 00:56:21.115
way out and was like,

00:56:21.496 --> 00:56:23.257
do you want this job?

00:56:23.297 --> 00:56:25.077
And I was like, well, he's like, Jimmy,

00:56:25.277 --> 00:56:25.898
say it out loud.

00:56:26.038 --> 00:56:27.018
I've been working with you for three

00:56:27.057 --> 00:56:27.237
years.

00:56:27.818 --> 00:56:29.139
You've done nothing but pay attention to

00:56:29.199 --> 00:56:30.000
everything I've said.

00:56:30.239 --> 00:56:30.820
You contribute.

00:56:31.159 --> 00:56:31.800
It's like, you want that?

00:56:31.820 --> 00:56:32.701
I was like, yes, I do.

00:56:32.721 --> 00:56:33.460
He goes, good.

00:56:33.940 --> 00:56:35.041
Now you have to go get it.

00:56:35.902 --> 00:56:39.184
And you have a three-month job interview.

00:56:39.784 --> 00:56:40.824
You're going to run the job in the

00:56:40.885 --> 00:56:41.164
interim.

00:56:41.405 --> 00:56:42.666
But I found those people.

00:56:43.266 --> 00:56:44.688
There were people internally in the

00:56:44.708 --> 00:56:45.487
organization.

00:56:46.668 --> 00:56:48.869
I found out later, oh, he's not.

00:56:48.989 --> 00:56:50.050
He's way immature.

00:56:50.130 --> 00:56:51.132
He can't handle it.

00:56:51.411 --> 00:56:52.572
I lucked out that I had a general

00:56:52.612 --> 00:56:54.474
manager who looked at me and was like,

00:56:54.954 --> 00:56:55.815
oh, I see what's going on.

00:56:55.974 --> 00:56:57.615
He read the room and was like, yeah,

00:56:57.655 --> 00:56:58.777
you don't want him to take the job

00:56:58.797 --> 00:56:59.998
because he's going to kick ass at it.

00:57:00.197 --> 00:57:03.480
And he might expose your laziness.

00:57:04.239 --> 00:57:05.221
I wasn't cool with that.

00:57:07.268 --> 00:57:08.088
I mean,

00:57:08.628 --> 00:57:10.230
that happened at a large organization that

00:57:10.289 --> 00:57:10.751
I work at.

00:57:10.811 --> 00:57:12.251
I'll say it was a hospital system,

00:57:12.271 --> 00:57:15.273
a very large New York mountain logoed

00:57:15.313 --> 00:57:16.054
hospital system.

00:57:16.393 --> 00:57:20.077
It wasn't the people I was working with.

00:57:20.416 --> 00:57:21.978
Real quick before we exit,

00:57:22.438 --> 00:57:24.018
Tony's got three hundred seventy two miles

00:57:24.059 --> 00:57:24.699
to Niagara.

00:57:27.242 --> 00:57:29.525
I was in a very small rehab department

00:57:29.585 --> 00:57:31.507
within a thirty thousand, forty thousand,

00:57:31.547 --> 00:57:33.307
fifty thousand person hospital system.

00:57:33.809 --> 00:57:34.989
I knew I was never going to get

00:57:35.190 --> 00:57:37.431
any attention from the main social media

00:57:37.472 --> 00:57:39.313
people in the hospital,

00:57:39.653 --> 00:57:41.014
the people that were in charge of the

00:57:41.414 --> 00:57:43.317
one hundred and fifty thousand subscriber

00:57:43.356 --> 00:57:45.498
accounts unless.

00:57:47.097 --> 00:57:49.358
I offered to work for them for free

00:57:49.498 --> 00:57:50.217
for one month.

00:57:50.538 --> 00:57:51.998
I was like, hey, here's this idea.

00:57:52.378 --> 00:57:53.579
And I'm not just bringing you an idea.

00:57:54.019 --> 00:57:55.661
I will do it on my own time.

00:57:55.860 --> 00:57:57.360
I will execute on it on my own

00:57:57.420 --> 00:57:57.740
time.

00:57:58.742 --> 00:58:01.123
So what I offered was thirty live streams.

00:58:01.163 --> 00:58:02.762
This is five years ago when live streaming

00:58:02.784 --> 00:58:04.963
was like sort of a new toy.

00:58:05.003 --> 00:58:06.105
Like, I guess we should do this.

00:58:07.802 --> 00:58:08.001
I said,

00:58:08.021 --> 00:58:09.583
I'll do one live stream a day.

00:58:10.164 --> 00:58:11.847
You tell me what doctor you want me

00:58:11.867 --> 00:58:12.487
to interview.

00:58:12.867 --> 00:58:14.068
This is not self-serving.

00:58:14.108 --> 00:58:14.969
I'm going to work for you.

00:58:15.190 --> 00:58:16.110
You give me a doctor.

00:58:16.391 --> 00:58:17.672
I'll come up with six questions.

00:58:18.153 --> 00:58:19.195
Everything you need to know about

00:58:19.295 --> 00:58:19.896
alopecia,

00:58:20.016 --> 00:58:21.056
everything you need to know about

00:58:21.097 --> 00:58:21.637
gallstones,

00:58:21.677 --> 00:58:22.898
every six things you need to know about

00:58:22.938 --> 00:58:23.139
this.

00:58:23.940 --> 00:58:24.721
And they were like, okay,

00:58:25.021 --> 00:58:25.541
so we did it.

00:58:26.710 --> 00:58:29.074
If you go to that hospital's website or

00:58:29.094 --> 00:58:30.976
their YouTube channel right now,

00:58:31.617 --> 00:58:32.038
right now,

00:58:32.860 --> 00:58:34.842
and go to their live streams and click

00:58:34.902 --> 00:58:35.483
popular,

00:58:36.164 --> 00:58:37.927
out of their top twenty live streams,

00:58:38.047 --> 00:58:40.231
I'm like seventeen of them and I haven't

00:58:40.251 --> 00:58:41.333
worked there in five years.

00:58:42.755 --> 00:58:43.135
Nice.

00:58:43.175 --> 00:58:45.317
But as soon as the month was done,

00:58:45.836 --> 00:58:46.657
I was like, hey,

00:58:47.438 --> 00:58:48.498
is this going to be a thing?

00:58:48.518 --> 00:58:49.298
Can this be a thing?

00:58:49.338 --> 00:58:50.318
And they were like, oh, no,

00:58:50.398 --> 00:58:51.559
we didn't like your background.

00:58:51.579 --> 00:58:52.800
Your background was way off.

00:58:53.201 --> 00:58:54.181
Like it was very busy.

00:58:54.481 --> 00:58:55.422
And I was like, OK,

00:58:55.461 --> 00:58:57.664
we can we can change the background like

00:58:57.704 --> 00:58:58.724
I'm doing it in my house.

00:58:58.744 --> 00:59:00.545
Like I can I can move the camera.

00:59:00.565 --> 00:59:01.525
I didn't think that was an issue,

00:59:01.545 --> 00:59:01.945
but OK.

00:59:02.545 --> 00:59:04.047
And then that's really not a priority for

00:59:04.106 --> 00:59:04.186
us.

00:59:04.447 --> 00:59:05.168
And I had a guy.

00:59:06.498 --> 00:59:08.902
come to my house and I am seventy

00:59:08.922 --> 00:59:10.324
miles away from where the hospital is

00:59:10.344 --> 00:59:10.764
located.

00:59:11.166 --> 00:59:12.286
He was like, I'm driving by.

00:59:12.306 --> 00:59:13.088
Can we meet for lunch?

00:59:13.429 --> 00:59:13.909
No problem.

00:59:14.369 --> 00:59:15.512
Guy drove to my house and he goes,

00:59:15.791 --> 00:59:16.934
do you know why they didn't like your

00:59:16.954 --> 00:59:17.815
live streaming thing?

00:59:17.894 --> 00:59:19.317
And I was like, well, the background,

00:59:19.356 --> 00:59:19.717
it's this.

00:59:19.737 --> 00:59:22.021
He goes, no, man, you were a threat.

00:59:22.842 --> 00:59:24.302
You were a threat to the people three

00:59:24.322 --> 00:59:25.603
levels above you because you just did

00:59:25.643 --> 00:59:27.403
something and you put points on the board

00:59:27.923 --> 00:59:30.324
that cost us nothing and they're not able

00:59:30.344 --> 00:59:31.784
to do that without a ten K spend.

00:59:32.085 --> 00:59:33.186
And I was like, that can't be it.

00:59:33.606 --> 00:59:34.766
And this is a guy who's been in

00:59:34.806 --> 00:59:35.626
that business for a while.

00:59:35.666 --> 00:59:37.867
He goes, my man, that is it.

00:59:38.208 --> 00:59:38.987
You were doing great.

00:59:39.407 --> 00:59:39.668
He's like,

00:59:39.807 --> 00:59:41.188
I think you should go do great somewhere

00:59:41.268 --> 00:59:42.628
else because you're never going to move up

00:59:42.668 --> 00:59:42.829
here.

00:59:43.268 --> 00:59:44.730
And I was like, he's right.

00:59:45.090 --> 00:59:45.329
Got it.

00:59:45.530 --> 00:59:47.391
So I think you're deadly right.

00:59:48.331 --> 00:59:48.951
You're deadly right.

00:59:49.112 --> 00:59:49.911
Unfortunately.

00:59:50.873 --> 00:59:51.094
All right,

00:59:51.114 --> 00:59:54.336
parting shots as Tony is on the road.

00:59:54.356 --> 00:59:54.436
I am.

00:59:54.456 --> 00:59:56.978
All right.

00:59:56.998 --> 00:59:57.338
You know,

00:59:57.900 --> 01:00:00.402
I think the biggest threat to any company

01:00:00.442 --> 01:00:01.282
is insecurity,

01:00:01.342 --> 01:00:03.224
whether it's the insecurity of the owner

01:00:03.364 --> 01:00:05.226
or the insecurity of the employees.

01:00:06.025 --> 01:00:08.829
You have to identify that insecurity and

01:00:08.889 --> 01:00:09.469
root it out.

01:00:09.648 --> 01:00:10.690
Get rid of it.

01:00:10.710 --> 01:00:11.871
Cut it out like a cancer.

01:00:11.891 --> 01:00:11.971
Yeah.

01:00:14.509 --> 01:00:16.411
Creative ideas to get attention are

01:00:16.590 --> 01:00:17.150
everywhere.

01:00:17.371 --> 01:00:17.992
They're everywhere.

01:00:18.793 --> 01:00:20.114
Like they're in plain sight.

01:00:20.315 --> 01:00:21.235
It's obvious.

01:00:21.815 --> 01:00:23.617
Just put that idea in the center of

01:00:23.637 --> 01:00:25.420
a dry erase board and then draw lines

01:00:25.440 --> 01:00:26.701
to all the things that you're good at

01:00:26.762 --> 01:00:27.702
or you're already doing.

01:00:28.342 --> 01:00:30.806
Pick one and then figure out how can

01:00:30.865 --> 01:00:31.766
I execute on that?

01:00:32.186 --> 01:00:33.668
And now you have become creative.

01:00:34.088 --> 01:00:35.371
You have earned attention.

01:00:36.070 --> 01:00:37.932
Do that fifty two times once a week.

01:00:38.652 --> 01:00:40.034
I think you'll see a difference in your

01:00:40.074 --> 01:00:40.454
bottom line.

01:00:40.653 --> 01:00:41.594
Tony, safe trip, man.

01:00:41.614 --> 01:00:43.496
Have fun there up to up in Rochester.

01:00:43.576 --> 01:00:44.177
Good time.

01:00:44.376 --> 01:00:46.717
We'll send some photos for made up made

01:00:46.757 --> 01:00:48.599
of the mist made of the mist.

01:00:48.619 --> 01:00:49.059
All right.

01:00:49.079 --> 01:00:49.860
We're back on.

01:00:50.161 --> 01:00:50.840
We're back on Tuesday.

01:00:50.880 --> 01:00:51.762
Enjoy the weekend, everybody.

01:00:54.315 --> 01:00:54.556
That's it.

01:00:54.596 --> 01:00:54.856
We're out.

01:00:54.876 --> 01:00:56.297
Boys, what the hell are you doing?

01:00:56.336 --> 01:00:58.797
Follow Tony Maritano on YouTube at

01:00:58.836 --> 01:01:00.237
TotalTherapySolution.

01:01:00.277 --> 01:01:01.277
Find Dave Kittle at

01:01:01.297 --> 01:01:04.498
ConciergePainRelief.com and on YouTube at

01:01:04.518 --> 01:01:05.677
The Dave Kittle Show.

01:01:06.018 --> 01:01:09.159
And follow Jimmy McKay at PT Podcast on

01:01:09.179 --> 01:01:10.318
YouTube, the socials,

01:01:10.418 --> 01:01:12.199
and wherever you binge podcasts you

01:01:12.219 --> 01:01:13.880
pretend are for CEUs.

01:01:14.179 --> 01:01:15.619
And hey, just a reminder,

01:01:16.119 --> 01:01:17.420
none of this was for advice.

01:01:17.460 --> 01:01:18.900
This was for entertainment only.

01:01:19.199 --> 01:01:20.601
Our lawyers say that counts.

01:01:20.681 --> 01:01:21.440
Thanks, Keith.