Why Culture Beats Size in Physical Therapy Practice Growth

WEBVTT

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All right,

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good morning to PT Breakfast Club,

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the only show of, well,

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physical therapists who are

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talking mindlessly in their

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kitchens and various rooms.

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Health for misfits who

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believe that live shows

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should be faster than your

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EMR and hopefully twice as fun,

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depending on what you're looking at.

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The big idea today when Dave joins,

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Tony is still on school chaperone duty.

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When Dave joins,

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the topic I want to talk about

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is scale and I think both

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tony and dave would agree

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with me that the funnel has

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been flipped over forget

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the ten location empire the

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pendulum is swinging back

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to tight boutique and

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intentionally small I was

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talking I was listening to

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someone talk yesterday

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about one of the reasons

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for maybe the difficulty in

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hiring physical therapists right now

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And they would point to cost of education,

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shrinking reimbursement,

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student debt going high.

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So salary expectations are

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equally as high.

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And all those things are valid.

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And this person had a really great point.

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And I don't think the first

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person to say it, it's just a reminder.

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I'd heard other people say it,

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but it was just a reminder

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that I am noticing.

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And again,

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it might be like the red Jeep theory.

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When you notice something,

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that's all you can see.

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But I'm noticing a lot of

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what this person called

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one to one and a half person clinics,

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meaning, as Dave joins,

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meaning one to one and a

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half person clinics,

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meaning these people are saying,

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I don't want to build a

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business that's going to scale.

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In fact, I don't need to,

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because what they're trying

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to do is build a life.

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So Dave, I'm setting up the first topic,

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which is

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Big is the new small,

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small is the new big.

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The idea being that the death of scale,

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why small is the new smart in healthcare.

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Things get a little bit out

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of control when things get too big.

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Where is too big?

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We're seeing certain

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physical therapy

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organizations at the national level,

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stock prices are going down fast, right?

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At some point,

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some of these organizations

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were a lot smaller before

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they started merging and

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acquiring clinics.

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At some point,

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They were good, right?

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Before,

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so maybe some of our colleagues

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would just instantly start

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calling them a PT mill for

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no other reason.

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They're too big.

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They're a mill, right?

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But the idea here is what I'm seeing more,

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and I'm trying to make sure

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it's not just confirmation bias,

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but what someone was

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pointing out yesterday is

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the rise and the popularity

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of one to one and a half

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FTE employees,

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one to one and a half

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full-time employee

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businesses because it's easier to manage.

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The person wants to be a

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small business owner,

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which is different than a

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large business owner.

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They understand what they're

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getting into a little bit more.

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a little bit more some

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people not everybody but a

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little bit more today than

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they maybe did five or ten

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years ago and they're

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understanding that they

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want to create a business

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around their lifestyle and

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not necessarily I want to

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get to ten or twenty

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clinics do it over twenty

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years and then sell what

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are your thoughts so are

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you are we talking about

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the are we talking about

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the micro practices so

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you're saying one to one

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and a half providers

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And there's nothing in the middle.

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It's either you're that or

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you're the big corporate.

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Because I would say I

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strongly disagree with the

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micro clinic emphasis.

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OK, why?

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Well, I want time freedom.

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I'm an entrepreneur.

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I spent a ton of years in

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the trenches treating patients,

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doing outpatient physical therapy,

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then doing mobile home visits.

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Right now, probably for the past,

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two, three months or maybe longer.

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It's been several months

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where I'm seeing one

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patient visit per week.

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So four patient total visits

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per month because I have

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other therapists treating

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patients and I get to do

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whatever I want as a business owner,

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because I spent a ton of

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time and effort to set up

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the processes and I'm still

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improving that and the

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whole playbook and the whole thing,

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all the processes and SOPs

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for the business.

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If you are, any therapists out there,

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if they wanna be a micro

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practice owner as a solo practice owner,

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that's fine, but you're creating a job.

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So when you get hit by a bus,

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there's no asset to sell.

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When you go to retire,

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there's no asset to sell.

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So many owners have reached

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out to me over the years

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about partnering or buying their clinic.

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And I'm like, all right, yeah,

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so tell me about it.

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So is it like how many FTEs

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and all this and front desk person,

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how many patients per day

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or per week and per month and all that?

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And it's just like, oh, no, no, no.

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It's like I'm just I'm

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selling my practice like I'm retiring.

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But like it's the practice there,

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like all the treatment

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tables and the equipment and all that.

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And but there's no front

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desk person and there's no

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other therapist or PT or anyone.

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And guess what happens to those clinics,

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Jimmy?

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Nobody buys them.

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They just go away.

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Exactly.

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They shut down.

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They literally shut down.

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Then you see the post on all

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the Facebook groups that says like, hey,

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selling these old tables

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and these old Chattanooga

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units and the old UBE and

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all the other equipment.

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So it's sold for pennies on the dollar.

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And they can't even get

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money for their book of business,

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like their past patient list, the names,

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phone numbers, emails, all that.

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So I would actually say the

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gold is in the middle.

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The gold is...

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multiple therapists and

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that's where therapists can really thrive,

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grow, expand, charge whatever they want.

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They can raise rates if

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they're out of network or out of pocket.

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But I actually am strongly

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against an individual

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therapist who wants to be

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their own boss and treat

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patients solo for the longterm.

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I'm talking, you know,

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if that's like they're

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between now and when they retire,

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if that's their main goal,

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it's a horrible idea.

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Yeah.

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I think it's a horrible idea

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if that's what you're looking for.

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I think what I was trying to point out,

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maybe I wasn't doing it as

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Tony is joining from a tour bus in D.C.

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I want to see a picture, Tony.

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Email me a picture so I can

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put it on the screen.

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Email it to me.

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Don't text it to me.

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Email it to me.

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I need to see a monument.

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I need to see a monument.

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Lincoln, Jefferson's my favorite.

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The Meritata Monument.

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Jimmy did get his ears lowered.

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That was about a week ago,

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but thanks for noticing.

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I think I just...

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So let me,

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let me try to re-communicate this.

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I agree with you a hundred percent.

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All I'm saying,

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all I'm noticing is a lot

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more people are treating

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their PT license.

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I agree.

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Like a break.

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They're just like,

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here's my Instagram account.

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And I don't want to call

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people out because I don't

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disagree with it.

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You're right.

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I think they're being more savvy.

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I think maybe we can get

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into psychographics,

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and this is all guessing.

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This is all speculation.

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I think some people of a

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generation who have gotten

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their PT degree in the last

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couple of years, even five to ten,

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are saying,

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that's not the bag I wanted to be in.

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I wanted to show up, be a great clinician.

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put money in the four Oh one

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K and be able to afford it.

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I can't, I'm willing to trade that.

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Cause that sounds horrible

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working in that situation

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for someone else.

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I also don't want to start

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running a business cause I

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know that's not my strong suit.

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So I'll just be a brand.

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And I'm seeing them start

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very successful Instagram accounts,

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as an example, and then saying,

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I'm the dance PT in San Diego.

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And they do that full well

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knowing the minute they

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stop wanting to do that or

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when they want to take a vacation,

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their income stops.

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they're trying to build those.

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I see people also saying, well,

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I'll build digital assets

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or I'll do telehealth and

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those things working,

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but not as well as like the

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financial porn bros going,

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it's passive income, bro.

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It's passive income.

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I'm like,

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I think it's a great idea in theory.

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Um,

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I had so many people years ago being like,

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teach courses and yada, yada.

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And I don't disagree.

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I think if you're good at it,

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I have a lot of knowledge.

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I sat down to start teaching

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courses in podcasting a

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dozen times and I hated it.

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So I was like, why am I doing this?

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Because people in my DMs are telling me to,

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that they would pay me to

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teach them how to podcast.

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And I was like, well,

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then pay me and I'll teach

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you how to podcast.

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I don't like recording.

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Look, we're doing this stupid thing live,

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right?

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So I think the underlying

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idea here is as long as you

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understand what you're

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actually getting into,

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I think that's good, right?

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Understand that this might

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not be most probably the

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one to one and a half FTE business.

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is not going to necessarily

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be valuable five, ten,

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twenty years from now.

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It's not.

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I think most of them know

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that and they're just okay with it.

00:08:58.355 --> 00:08:59.176
I was looking at it from a

00:08:59.216 --> 00:09:00.476
perspective when people say,

00:09:00.937 --> 00:09:02.057
where are all the PTs?

00:09:02.077 --> 00:09:03.418
So many people leave in the profession.

00:09:04.038 --> 00:09:04.879
The student debt,

00:09:05.259 --> 00:09:07.020
the shrinking reimbursement,

00:09:07.302 --> 00:09:08.361
not disagreeing with you.

00:09:08.701 --> 00:09:09.923
I think one of the things in

00:09:09.962 --> 00:09:11.624
there is also people

00:09:11.724 --> 00:09:12.745
looking at those things.

00:09:12.945 --> 00:09:13.586
My debt's high.

00:09:14.505 --> 00:09:15.447
reimbursements low,

00:09:15.868 --> 00:09:17.028
the salary from one of

00:09:17.048 --> 00:09:19.410
these companies isn't going

00:09:19.431 --> 00:09:20.331
to light me up.

00:09:21.131 --> 00:09:21.332
Great.

00:09:21.393 --> 00:09:22.774
I'll take less money or I'll

00:09:22.793 --> 00:09:23.674
take more risk and I'll

00:09:23.695 --> 00:09:25.576
just do this Instagram

00:09:25.615 --> 00:09:27.638
brand clinic type thing.

00:09:27.677 --> 00:09:28.359
I don't think they're taking

00:09:28.399 --> 00:09:29.759
much risk by doing that, by the way.

00:09:30.081 --> 00:09:31.041
Maybe a little hard effort

00:09:31.081 --> 00:09:32.883
here and there with Instagram brands.

00:09:33.524 --> 00:09:34.745
But we joked about it before,

00:09:34.784 --> 00:09:36.186
therapists that have five, ten,

00:09:36.245 --> 00:09:37.466
twenty thousand followers

00:09:38.028 --> 00:09:39.068
reach out to me for a job.

00:09:40.984 --> 00:09:41.684
Isn't that interesting?

00:09:42.544 --> 00:09:43.125
Well, yes.

00:09:43.225 --> 00:09:45.067
I mean, also,

00:09:46.028 --> 00:09:47.629
it's the highlight reel mentality.

00:09:47.909 --> 00:09:49.091
How many followers you have

00:09:49.230 --> 00:09:50.412
does not equate income.

00:09:50.611 --> 00:09:51.052
It doesn't.

00:09:51.331 --> 00:09:52.734
I know lots of people who are like, well,

00:09:52.754 --> 00:09:53.855
I grew my Instagram account,

00:09:53.914 --> 00:09:55.255
and they'll come to me too.

00:09:55.296 --> 00:09:56.756
Those people are coming to you for jobs.

00:09:56.956 --> 00:09:57.957
They're coming to me being like,

00:09:58.077 --> 00:09:58.859
how do you make money with

00:09:58.879 --> 00:09:59.639
an Instagram account?

00:09:59.839 --> 00:10:00.080
I don't know.

00:10:00.100 --> 00:10:00.840
I run a podcast.

00:10:01.039 --> 00:10:02.662
I happen to also be on Instagram.

00:10:02.981 --> 00:10:04.964
To me, that's tertiary.

00:10:05.384 --> 00:10:06.304
People are like, I don't understand.

00:10:06.565 --> 00:10:07.326
You're saying you have this

00:10:07.365 --> 00:10:07.865
many downloads.

00:10:07.885 --> 00:10:08.066
I'm like,

00:10:08.186 --> 00:10:09.647
I will open up my dashboard right

00:10:09.687 --> 00:10:10.408
now and show you how many

00:10:10.467 --> 00:10:12.429
downloads I have in the podcast.

00:10:12.730 --> 00:10:13.951
That also doesn't matter.

00:10:14.831 --> 00:10:15.552
So let's shift this.

00:10:15.731 --> 00:10:16.253
I didn't think this was

00:10:16.273 --> 00:10:17.374
going to go this direction.

00:10:17.634 --> 00:10:17.994
Real quick.

00:10:18.033 --> 00:10:20.556
Tony did DM us on Facebook Messenger.

00:10:20.836 --> 00:10:21.697
He didn't email it.

00:10:21.976 --> 00:10:22.638
That's fine.

00:10:23.097 --> 00:10:23.918
He understood the assignment.

00:10:23.938 --> 00:10:25.080
As long as I could get on the computer.

00:10:25.320 --> 00:10:27.522
He said it extremely fast.

00:10:27.601 --> 00:10:29.222
As soon as you said it,

00:10:29.243 --> 00:10:30.563
he is absolutely watching live.

00:10:30.965 --> 00:10:31.125
Yeah.

00:10:31.567 --> 00:10:31.746
All right,

00:10:31.807 --> 00:10:33.970
I'll download those while you're talking.

00:10:34.051 --> 00:10:34.951
Did you want to make a point, or Tony,

00:10:34.971 --> 00:10:35.793
what was your point?

00:10:35.812 --> 00:10:37.335
That was it.

00:10:37.375 --> 00:10:39.597
Okay, so what I was getting into was,

00:10:39.697 --> 00:10:40.799
watch this, watch this,

00:10:40.820 --> 00:10:41.961
because it's the same in

00:10:42.341 --> 00:10:43.923
Instagram as it is on Twitter,

00:10:43.964 --> 00:10:44.725
as it is on Facebook,

00:10:44.784 --> 00:10:45.886
as it is in podcasting,

00:10:45.966 --> 00:10:48.269
as it almost is on YouTube.

00:10:48.990 --> 00:10:49.490
Almost.

00:10:49.871 --> 00:10:51.231
Here's what I'm going to say.

00:10:51.251 --> 00:10:53.293
If you have a wildly successful,

00:10:54.073 --> 00:10:54.774
and some of these social

00:10:54.813 --> 00:10:56.514
platforms will monetize,

00:10:56.836 --> 00:10:57.956
like they will pay you

00:10:57.975 --> 00:10:58.897
what's called a CPM,

00:10:59.417 --> 00:11:00.837
which stands for cost per milli.

00:11:01.158 --> 00:11:02.219
I don't know why it's cost per milli.

00:11:02.359 --> 00:11:03.158
It's cost per thousand.

00:11:03.259 --> 00:11:04.059
It should be CPK,

00:11:04.299 --> 00:11:06.841
but don't get me started on Latin.

00:11:06.860 --> 00:11:09.082
They will give you a rate.

00:11:09.322 --> 00:11:10.302
They decide the rate.

00:11:10.342 --> 00:11:11.624
The platform decides the rate.

00:11:11.683 --> 00:11:12.825
YouTube decides the rate

00:11:12.904 --> 00:11:13.764
based on your niche.

00:11:13.884 --> 00:11:15.025
And they will say for every

00:11:15.086 --> 00:11:16.346
thousand views you get,

00:11:17.047 --> 00:11:18.067
we'll give you something.

00:11:19.760 --> 00:11:20.581
It's crazy low.

00:11:20.942 --> 00:11:23.224
Like I understand people are monetized.

00:11:23.903 --> 00:11:25.004
If you are saying I'm going

00:11:25.044 --> 00:11:26.206
to get to a million,

00:11:26.346 --> 00:11:27.988
ten million followers and monetize,

00:11:28.227 --> 00:11:28.967
you can do that.

00:11:29.448 --> 00:11:30.450
It's less than you think.

00:11:30.769 --> 00:11:32.051
It's a lot less than you think.

00:11:32.792 --> 00:11:33.631
So this is where I need

00:11:33.672 --> 00:11:35.514
people to shift what their

00:11:35.573 --> 00:11:38.176
product actually is.

00:11:38.255 --> 00:11:38.676
Here's what I mean.

00:11:39.297 --> 00:11:40.337
If someone says I have a

00:11:40.457 --> 00:11:42.599
hundred thousand followers on Instagram,

00:11:43.139 --> 00:11:46.403
Instagram is my product.

00:11:46.442 --> 00:11:46.883
You're wrong.

00:11:48.104 --> 00:11:49.284
Your audience is your product.

00:11:50.813 --> 00:11:51.754
Your audience is your product.

00:11:52.615 --> 00:11:55.379
So, sorry, Tony,

00:11:55.438 --> 00:11:56.178
thousand doesn't start with

00:11:56.259 --> 00:11:57.341
K. Kilo starts with K. Latin,

00:11:59.962 --> 00:12:00.744
everything should be Latin.

00:12:00.783 --> 00:12:02.586
No, you meant thousand, you meant K,

00:12:02.625 --> 00:12:03.706
like if you say, ten K,

00:12:03.826 --> 00:12:04.567
it's ten thousand.

00:12:04.648 --> 00:12:05.208
I know what you meant.

00:12:05.448 --> 00:12:06.350
Kili, kilo.

00:12:06.769 --> 00:12:07.711
Thank you.

00:12:08.110 --> 00:12:10.072
So your audience is your product.

00:12:10.890 --> 00:12:12.513
So I don't charge... Dave,

00:12:12.533 --> 00:12:13.453
have you ever listened to

00:12:13.594 --> 00:12:14.394
PT Podcast before?

00:12:14.414 --> 00:12:15.696
Have you downloaded it and listened to it?

00:12:15.856 --> 00:12:16.677
Of course.

00:12:17.337 --> 00:12:19.159
Have you ever paid Apple or

00:12:19.220 --> 00:12:22.244
Jimmy to listen to any episode?

00:12:22.303 --> 00:12:22.484
No.

00:12:22.884 --> 00:12:24.086
No, you have not.

00:12:24.566 --> 00:12:26.008
Because I understand you're my product.

00:12:27.269 --> 00:12:28.451
Now, I then turn to...

00:12:29.994 --> 00:12:31.375
brooks institute of higher

00:12:31.414 --> 00:12:33.416
learning and I say you have

00:12:33.475 --> 00:12:34.836
residency and fellowship

00:12:34.855 --> 00:12:36.937
programs in pt and you need

00:12:37.238 --> 00:12:38.857
students and they go yes

00:12:39.318 --> 00:12:40.058
and I go are you in the

00:12:40.099 --> 00:12:41.259
business of knowing how to

00:12:41.320 --> 00:12:42.259
go out and get those

00:12:42.279 --> 00:12:43.980
students to pay attention

00:12:44.020 --> 00:12:46.062
to you to maybe consider

00:12:46.121 --> 00:12:47.863
giving you lots of money to

00:12:47.903 --> 00:12:49.823
then do a residency and they said no

00:12:50.464 --> 00:12:51.264
And then they say, no.

00:12:51.484 --> 00:12:52.304
And I say, well, what do you do now?

00:12:52.345 --> 00:12:53.205
They're like, we go to CSN,

00:12:53.225 --> 00:12:53.985
we put up a table.

00:12:54.105 --> 00:12:54.705
Does it work?

00:12:55.125 --> 00:12:55.565
Sort of.

00:12:55.924 --> 00:12:56.706
And I go, cool.

00:12:57.346 --> 00:12:58.885
I release five episodes a week.

00:12:59.166 --> 00:13:00.226
I'm in people's ears,

00:13:00.447 --> 00:13:01.626
forty-five minutes a pop.

00:13:02.287 --> 00:13:03.768
We get between twenty and

00:13:03.888 --> 00:13:05.528
sixty thousand downloads a month, I think,

00:13:05.567 --> 00:13:06.107
right about now.

00:13:06.648 --> 00:13:07.729
So I'm like, do the math on that,

00:13:07.788 --> 00:13:09.269
how much attention we have earned.

00:13:09.708 --> 00:13:12.889
And now a simple podcast can be –

00:13:13.070 --> 00:13:14.510
more time spent in

00:13:14.571 --> 00:13:16.812
relationship than your

00:13:16.851 --> 00:13:18.133
gigantic booth at CSM.

00:13:18.212 --> 00:13:19.072
Even if you went to CSM

00:13:19.192 --> 00:13:20.053
every day of the year,

00:13:20.734 --> 00:13:21.433
that doesn't mean those

00:13:21.474 --> 00:13:22.095
people are actually paying

00:13:22.115 --> 00:13:23.394
attention to your booth in

00:13:23.696 --> 00:13:24.936
the back corner of the expo hall.

00:13:25.517 --> 00:13:27.116
So this is what I try to explain to people,

00:13:27.538 --> 00:13:29.859
that your audience is your product.

00:13:30.298 --> 00:13:31.740
How you get them is a

00:13:31.779 --> 00:13:32.821
podcast or funny little

00:13:32.860 --> 00:13:33.961
dance videos or whatever.

00:13:34.360 --> 00:13:35.361
But then flipping,

00:13:35.442 --> 00:13:36.923
converting your dance video

00:13:36.982 --> 00:13:38.303
followers who are there for

00:13:38.344 --> 00:13:40.985
the giggles into a sale is

00:13:41.245 --> 00:13:43.046
a monumental chasm.

00:13:43.307 --> 00:13:46.008
It is a large, large leap.

00:13:46.587 --> 00:13:48.048
I do not trust this person for this.

00:13:48.409 --> 00:13:51.191
This is why someone like Joe Ranke.

00:13:51.230 --> 00:13:52.511
Do you know Joe Ranke from Fitbox?

00:13:52.532 --> 00:13:54.452
A little bit.

00:13:54.472 --> 00:13:56.514
He's been on the show a bunch of times.

00:13:56.774 --> 00:13:57.554
He's a financial guy.

00:13:59.244 --> 00:14:00.748
But he's chosen student debt

00:14:01.008 --> 00:14:03.214
and student loans as his hyper niche.

00:14:03.274 --> 00:14:05.018
The riches are in the niches, right?

00:14:05.038 --> 00:14:06.061
That's like the quote.

00:14:06.100 --> 00:14:06.581
Must be true.

00:14:06.682 --> 00:14:07.043
It rhymes.

00:14:08.833 --> 00:14:09.475
But he said,

00:14:09.615 --> 00:14:11.416
I understand that my knowledge

00:14:11.475 --> 00:14:13.217
is how I get people to pay attention.

00:14:13.857 --> 00:14:15.220
I give it out freely.

00:14:15.259 --> 00:14:16.400
He's got a YouTube channel.

00:14:17.280 --> 00:14:19.243
When he gets your attention, eventually,

00:14:19.803 --> 00:14:20.083
you're like,

00:14:20.303 --> 00:14:21.245
I feel like if I'm going to

00:14:21.284 --> 00:14:22.365
pick somebody to help me

00:14:22.446 --> 00:14:23.866
navigate my student loan repayment,

00:14:24.287 --> 00:14:24.967
this is the guy.

00:14:25.268 --> 00:14:26.269
And then he has a product at

00:14:26.308 --> 00:14:26.710
the end of it.

00:14:26.990 --> 00:14:28.250
Now, Joe did it himself.

00:14:29.231 --> 00:14:30.293
You don't have to do it yourself.

00:14:30.352 --> 00:14:30.913
Look what I do.

00:14:31.234 --> 00:14:32.514
I don't necessarily have a product.

00:14:32.875 --> 00:14:33.455
I understand that

00:14:34.135 --> 00:14:36.216
How I get people is giving out content.

00:14:36.857 --> 00:14:37.738
What I can do with them is

00:14:37.798 --> 00:14:39.158
now go one step further to

00:14:39.219 --> 00:14:40.500
somebody who wants that attention,

00:14:40.539 --> 00:14:41.480
is willing to pay for it,

00:14:41.961 --> 00:14:43.181
and ask them for money in

00:14:43.240 --> 00:14:44.221
exchange for that attention.

00:14:44.442 --> 00:14:45.783
And that is the model.

00:14:46.182 --> 00:14:47.224
So back to the clinic,

00:14:48.303 --> 00:14:49.205
I understand that getting

00:14:49.264 --> 00:14:50.525
ten thousand Instagram

00:14:50.546 --> 00:14:51.365
followers is great.

00:14:51.385 --> 00:14:52.326
But if you're only treating

00:14:52.366 --> 00:14:53.907
in San Diego and you have

00:14:53.947 --> 00:14:55.248
followers all across the world,

00:14:55.607 --> 00:14:57.529
that's a big chasm to give you time.

00:14:58.190 --> 00:14:58.769
And Tony might say

00:14:58.789 --> 00:15:00.811
telehealth and we would say, yeah,

00:15:01.692 --> 00:15:02.932
but I don't know how far

00:15:02.972 --> 00:15:03.293
it's going to go.

00:15:06.390 --> 00:15:08.052
So what was the impetus

00:15:08.172 --> 00:15:09.652
about the whole microclinic

00:15:09.731 --> 00:15:10.371
talk this morning?

00:15:10.672 --> 00:15:11.993
You saw or you're seeing

00:15:12.033 --> 00:15:14.013
more posts on Facebook or

00:15:14.072 --> 00:15:15.094
Instagram or LinkedIn.

00:15:15.234 --> 00:15:16.354
Like where did this come from?

00:15:16.474 --> 00:15:17.053
And I'm reading this.

00:15:17.114 --> 00:15:19.654
So this is a book called Unscaled.

00:15:19.674 --> 00:15:22.515
And it's written years ago.

00:15:22.796 --> 00:15:24.035
But I didn't read that book either.

00:15:24.096 --> 00:15:29.238
But I think the solo practice is like –

00:15:30.697 --> 00:15:32.119
too unscaled.

00:15:32.198 --> 00:15:34.162
Like that book probably says,

00:15:34.822 --> 00:15:35.943
do things like I've done, right?

00:15:36.244 --> 00:15:36.985
With my practice.

00:15:37.385 --> 00:15:40.090
Like when it's last year,

00:15:40.370 --> 00:15:42.312
it was like October, or something.

00:15:42.352 --> 00:15:42.913
We had two,

00:15:43.433 --> 00:15:44.956
one of my therapists had two patients

00:15:45.817 --> 00:15:47.158
with a birthday on the same

00:15:47.197 --> 00:15:48.619
day he was seeing one of

00:15:48.639 --> 00:15:49.779
the patient one of the

00:15:49.820 --> 00:15:51.139
patients on their birthday

00:15:51.660 --> 00:15:52.520
and he was seeing the other

00:15:52.561 --> 00:15:53.682
person like a day or two

00:15:53.782 --> 00:15:55.462
after her birthday and I

00:15:55.702 --> 00:15:57.043
you know I did the unscaled

00:15:57.083 --> 00:15:58.985
thing of of we talked about

00:15:59.004 --> 00:16:00.546
it and I said we don't have

00:16:00.566 --> 00:16:01.466
a process in place we don't

00:16:01.486 --> 00:16:02.307
have anything automated we

00:16:02.327 --> 00:16:03.447
don't have anything where

00:16:03.467 --> 00:16:04.048
we get an email

00:16:04.089 --> 00:16:05.730
automatically internally

00:16:05.769 --> 00:16:07.091
like hey it's jimmy mckay's

00:16:07.130 --> 00:16:08.071
birthday let's you know

00:16:08.091 --> 00:16:09.011
let's send them chocolates

00:16:09.032 --> 00:16:10.192
or a cake or flowers or whatever

00:16:11.092 --> 00:16:13.374
so we sent we I told my

00:16:13.394 --> 00:16:14.815
therapist bring this guy

00:16:14.875 --> 00:16:17.035
bring the male client this

00:16:17.096 --> 00:16:18.015
chocolate cake and then for

00:16:18.035 --> 00:16:20.096
the woman a bouquet of

00:16:20.116 --> 00:16:23.099
flowers I think that is the

00:16:23.219 --> 00:16:24.619
in terms of unscaled things

00:16:24.719 --> 00:16:25.820
in physical therapy

00:16:25.860 --> 00:16:27.081
practice and business maybe

00:16:27.221 --> 00:16:28.821
more of that focus but I

00:16:28.860 --> 00:16:29.761
truly think that the

00:16:29.922 --> 00:16:32.023
individual solo therapist

00:16:33.259 --> 00:16:34.821
you can do things that are unscaled.

00:16:34.860 --> 00:16:35.182
Of course,

00:16:35.721 --> 00:16:36.783
that's like everything you're

00:16:36.802 --> 00:16:38.403
doing is like unscaled basically,

00:16:38.884 --> 00:16:39.745
unless you're doing things

00:16:39.804 --> 00:16:41.606
like creating a playbook, recruiting,

00:16:41.647 --> 00:16:42.246
hiring, all that.

00:16:42.287 --> 00:16:43.187
So anyway.

00:16:43.828 --> 00:16:45.049
Well, so the, so,

00:16:45.070 --> 00:16:46.149
so the one step this book

00:16:46.211 --> 00:16:47.552
is saying is you can,

00:16:47.711 --> 00:16:49.113
you can purchase or create

00:16:49.493 --> 00:16:51.154
low to no cost systems that

00:16:51.254 --> 00:16:52.075
automate this as a

00:16:52.154 --> 00:16:54.476
solopreneur where you needed to,

00:16:55.278 --> 00:16:56.339
where you needed to, I mean,

00:16:56.359 --> 00:16:57.639
it uses the Walmart example.

00:16:57.679 --> 00:16:58.440
Like you had to have

00:16:59.041 --> 00:17:02.163
physical square footage in a town.

00:17:02.923 --> 00:17:04.164
you had to have inventory

00:17:04.384 --> 00:17:05.144
you had to have people

00:17:05.285 --> 00:17:06.145
stocking and moving that

00:17:06.165 --> 00:17:07.086
inventory and selling that

00:17:07.105 --> 00:17:07.965
inventory when you were

00:17:08.006 --> 00:17:09.146
closed you made no money

00:17:09.507 --> 00:17:10.508
back when walmart first

00:17:10.528 --> 00:17:11.728
started before the before

00:17:11.768 --> 00:17:12.587
you could buy something at

00:17:12.608 --> 00:17:13.189
three o'clock in the

00:17:13.229 --> 00:17:13.888
morning and have it shipped

00:17:13.909 --> 00:17:15.930
to you um I'm not saying

00:17:16.009 --> 00:17:16.951
I'm not advocate just to be

00:17:16.971 --> 00:17:17.971
clear I'm not advocating

00:17:18.010 --> 00:17:19.392
for any of these models

00:17:19.932 --> 00:17:21.092
what I think people are

00:17:21.112 --> 00:17:22.133
doing now or I think the

00:17:22.232 --> 00:17:24.294
rise of these solopreneurs

00:17:24.453 --> 00:17:25.954
is they're saying okay

00:17:26.914 --> 00:17:27.875
I can a hundred percent.

00:17:28.536 --> 00:17:29.416
It's a scale, right?

00:17:29.457 --> 00:17:30.076
It's a spectrum.

00:17:30.376 --> 00:17:31.698
I could a hundred percent go

00:17:31.897 --> 00:17:33.439
and work for a large organization.

00:17:33.578 --> 00:17:34.720
And there's advantages to that.

00:17:35.140 --> 00:17:35.980
There's stability.

00:17:36.280 --> 00:17:36.941
Most of the time,

00:17:37.582 --> 00:17:38.821
not a whole lot of mobility.

00:17:38.903 --> 00:17:39.623
Cause what do you do after

00:17:39.663 --> 00:17:40.262
you're a clinician?

00:17:40.403 --> 00:17:41.443
You become a clinic director,

00:17:41.624 --> 00:17:42.805
then you become a regional director.

00:17:43.005 --> 00:17:44.125
And then maybe you go into a

00:17:44.205 --> 00:17:47.087
side thing like clinical director, or you,

00:17:47.428 --> 00:17:49.148
you oversee a particular vertical,

00:17:49.189 --> 00:17:50.750
like vestibular care or

00:17:50.829 --> 00:17:51.990
neuro or ortho for a big

00:17:52.030 --> 00:17:54.231
organization in the middle of

00:17:55.801 --> 00:17:56.682
If you're the owner,

00:17:56.883 --> 00:17:59.223
it's a lot more risk but

00:17:59.263 --> 00:18:00.424
good reward if you're going

00:18:00.444 --> 00:18:02.365
to run something that you own yourself.

00:18:02.786 --> 00:18:03.787
As a clinician for that,

00:18:03.906 --> 00:18:05.248
is there a difference between that?

00:18:05.788 --> 00:18:07.388
Dave, if someone owns three clinics,

00:18:07.429 --> 00:18:08.509
if I own three clinics and

00:18:08.549 --> 00:18:09.690
my employees work for me

00:18:09.730 --> 00:18:11.030
versus working for ATI,

00:18:11.711 --> 00:18:12.892
there's not really a lot of

00:18:12.932 --> 00:18:13.752
difference there, is there?

00:18:14.272 --> 00:18:14.653
For who?

00:18:14.673 --> 00:18:15.313
For the employees?

00:18:15.554 --> 00:18:15.973
The employees.

00:18:15.993 --> 00:18:17.515
It's still forty in, forty out, right?

00:18:18.637 --> 00:18:19.558
Well, I mean,

00:18:21.259 --> 00:18:22.961
you just spoke with Ben Fung recently.

00:18:23.122 --> 00:18:24.743
I know he's pretty tight

00:18:24.763 --> 00:18:26.365
around employers and

00:18:26.484 --> 00:18:28.487
offerings and all that.

00:18:28.606 --> 00:18:29.847
I think things can vary.

00:18:29.928 --> 00:18:31.269
I think that the smaller

00:18:31.308 --> 00:18:32.750
practice that has three or

00:18:32.770 --> 00:18:33.991
five or whatever locations

00:18:35.515 --> 00:18:38.118
has more of an onus to keep

00:18:38.138 --> 00:18:39.019
the therapist happy.

00:18:39.099 --> 00:18:40.281
And this is from the

00:18:41.344 --> 00:18:42.045
business owners and the

00:18:42.085 --> 00:18:42.726
practitioners that we've

00:18:42.746 --> 00:18:43.366
spoken with that we've

00:18:43.386 --> 00:18:44.347
tried to partner with or

00:18:44.407 --> 00:18:45.490
acquire or whatever over

00:18:45.509 --> 00:18:47.251
the past couple of years is

00:18:48.193 --> 00:18:48.954
the ones that have two or

00:18:48.974 --> 00:18:50.356
three or four or five locations

00:18:51.226 --> 00:18:54.449
There's more of an intimate team.

00:18:54.828 --> 00:18:56.430
Of course, there's a little bit of like,

00:18:56.869 --> 00:18:58.531
it is a job and all that, but,

00:18:58.892 --> 00:19:00.032
and it's not necessarily a family.

00:19:00.073 --> 00:19:01.034
It's more about like, Hey,

00:19:01.054 --> 00:19:01.953
we're like a sports team.

00:19:01.973 --> 00:19:02.714
Like we want to operate.

00:19:02.755 --> 00:19:03.675
We want to, you know,

00:19:03.695 --> 00:19:04.756
we want to perform at our best,

00:19:05.076 --> 00:19:06.077
but this isn't like,

00:19:06.817 --> 00:19:09.719
This isn't family where you

00:19:09.739 --> 00:19:10.699
can't fire your uncle,

00:19:10.898 --> 00:19:12.398
but I can fire my therapist

00:19:12.439 --> 00:19:13.378
if they step out of line or

00:19:14.118 --> 00:19:15.819
if they're not documenting

00:19:15.900 --> 00:19:17.400
or if they're coming in late or whatever.

00:19:17.680 --> 00:19:19.039
I can write them up.

00:19:19.140 --> 00:19:21.721
I can try to improve, sit them down,

00:19:21.760 --> 00:19:23.721
try to have an approach or

00:19:25.141 --> 00:19:26.362
some type of game plan to

00:19:26.642 --> 00:19:28.122
help them improve whatever

00:19:28.182 --> 00:19:29.321
they're deficient in,

00:19:29.362 --> 00:19:31.082
whether it's coding or documentation,

00:19:31.402 --> 00:19:32.803
timely documentation, whatever it is.

00:19:34.651 --> 00:19:37.012
I think that the smaller, like two to five,

00:19:37.053 --> 00:19:37.953
two to ten location

00:19:37.973 --> 00:19:41.316
practices have a tight-knit offering.

00:19:41.496 --> 00:19:47.300
There's a lot of good morale and culture,

00:19:47.381 --> 00:19:49.261
typically, at least on the East Coast.

00:19:49.362 --> 00:19:51.743
I'll say from upstate New York to Florida.

00:19:52.044 --> 00:19:52.944
Any of the practices that

00:19:52.964 --> 00:19:54.786
are two to ten locations

00:19:54.806 --> 00:19:55.527
that we've spoken with,

00:19:56.547 --> 00:19:57.988
that's what we've seen.

00:19:58.048 --> 00:19:58.628
Obviously,

00:19:58.648 --> 00:20:00.230
we don't speak to the big

00:20:00.269 --> 00:20:01.070
corporates and the

00:20:01.111 --> 00:20:02.211
quote-unquote mills out there.

00:20:02.751 --> 00:20:03.813
I would bet, though, that

00:20:05.358 --> 00:20:06.539
and maybe because I'm also

00:20:06.619 --> 00:20:08.060
in that realm of like kind

00:20:08.121 --> 00:20:10.182
of in that practice owner world,

00:20:11.123 --> 00:20:13.163
I would say that it is on

00:20:13.243 --> 00:20:14.744
average better to have a

00:20:14.805 --> 00:20:15.705
staff physical therapist

00:20:15.726 --> 00:20:18.407
job at the one to ten

00:20:18.428 --> 00:20:20.108
location private practice clinics

00:20:20.669 --> 00:20:22.691
As opposed to the ATI, well,

00:20:22.711 --> 00:20:23.632
I don't know if you want to call them out,

00:20:23.652 --> 00:20:26.335
but the big corporates, the big mills,

00:20:26.815 --> 00:20:28.477
that's just, but of course I'm biased.

00:20:28.557 --> 00:20:29.838
There might be other folks that say like,

00:20:29.999 --> 00:20:31.700
oh, I agree with Jimmy and it, you know,

00:20:31.720 --> 00:20:32.761
it's forty and forty out

00:20:33.301 --> 00:20:34.163
and I'm a staff physical

00:20:34.202 --> 00:20:36.305
therapist in either place and they,

00:20:36.625 --> 00:20:37.145
you know,

00:20:37.165 --> 00:20:37.987
treat whatever they want to

00:20:38.027 --> 00:20:39.448
treat and they get in, they get out,

00:20:39.468 --> 00:20:40.450
they do their notes and that's it.

00:20:42.506 --> 00:20:45.186
I would say I've seen behind

00:20:45.227 --> 00:20:46.327
the door or behind the

00:20:46.347 --> 00:20:47.488
kimono of a lot of these

00:20:47.528 --> 00:20:50.730
practices and what the

00:20:50.789 --> 00:20:52.911
practice owners do in terms

00:20:52.951 --> 00:20:53.570
of taking them out.

00:20:53.991 --> 00:20:55.972
You never see, and maybe it happens,

00:20:56.053 --> 00:20:56.932
but you never see with

00:20:56.952 --> 00:20:57.653
these large corporates,

00:20:57.673 --> 00:20:59.294
you never see the...

00:21:00.815 --> 00:21:03.217
CEO or the regional director

00:21:03.336 --> 00:21:04.217
taking out the therapist

00:21:04.257 --> 00:21:06.939
for axe throwing or Christmas dinners.

00:21:07.460 --> 00:21:08.359
It might happen.

00:21:08.400 --> 00:21:09.961
Fox was mandatory.

00:21:10.020 --> 00:21:10.721
It wasn't mandatory.

00:21:10.741 --> 00:21:12.462
There was a budget for that.

00:21:12.823 --> 00:21:13.923
So Fox is massive.

00:21:13.963 --> 00:21:15.684
They're like in thirty something states.

00:21:15.724 --> 00:21:16.365
Tell me what.

00:21:16.665 --> 00:21:18.707
So Fox maybe has scaled the

00:21:18.767 --> 00:21:20.028
unscalable by doing that.

00:21:20.087 --> 00:21:20.748
So go ahead.

00:21:20.788 --> 00:21:22.108
So I'll only speak because I

00:21:22.128 --> 00:21:23.990
have personal experience with this.

00:21:24.029 --> 00:21:24.170
Yeah.

00:21:25.555 --> 00:21:26.996
they put their clinicians

00:21:27.355 --> 00:21:28.496
like before the patients

00:21:28.557 --> 00:21:29.517
which sounds insane but

00:21:29.537 --> 00:21:30.096
we've talked about this

00:21:30.136 --> 00:21:30.897
before why that's actually

00:21:30.917 --> 00:21:31.897
a better idea take care of

00:21:31.917 --> 00:21:32.959
clinicians and they do I

00:21:32.979 --> 00:21:33.719
don't know what the average

00:21:33.759 --> 00:21:34.739
tenure is for a fox

00:21:34.779 --> 00:21:36.319
therapist but it was pretty

00:21:36.359 --> 00:21:38.701
good and I think they did

00:21:38.721 --> 00:21:39.942
it because they were remote

00:21:39.981 --> 00:21:41.163
based like you're a

00:21:41.182 --> 00:21:42.363
clinician you have to you

00:21:42.423 --> 00:21:43.544
have to so what they did

00:21:43.564 --> 00:21:45.605
was they put a real

00:21:45.724 --> 00:21:46.865
emphasis I think more

00:21:46.924 --> 00:21:47.826
organizations are doing

00:21:47.865 --> 00:21:49.507
this they put a real emphasis on

00:21:50.326 --> 00:21:51.650
who they promoted to leadership.

00:21:51.971 --> 00:21:53.594
It wasn't who was around the longest.

00:21:54.055 --> 00:21:56.259
It was who can do this?

00:21:56.820 --> 00:21:58.565
Who's the seventh guy on an NBA team?

00:21:58.585 --> 00:21:59.307
It's the glue guy.

00:21:59.426 --> 00:21:59.827
Is he good?

00:21:59.968 --> 00:22:00.409
It's pretty good.

00:22:01.481 --> 00:22:02.042
Why is he there?

00:22:02.702 --> 00:22:03.203
Everybody loves him.

00:22:03.604 --> 00:22:04.404
He keeps everybody light.

00:22:04.464 --> 00:22:06.126
When we lost four in a row,

00:22:06.467 --> 00:22:08.189
he makes a fart joke,

00:22:08.209 --> 00:22:08.808
and everybody laughs,

00:22:08.888 --> 00:22:10.230
and everybody can start

00:22:10.250 --> 00:22:10.891
hitting threes again.

00:22:11.332 --> 00:22:12.232
So they did it,

00:22:12.512 --> 00:22:13.894
and I can only speak from experience.

00:22:14.194 --> 00:22:15.236
I can't speak to what,

00:22:15.635 --> 00:22:16.636
and I know we keep saying ATI.

00:22:16.696 --> 00:22:17.557
I think we keep saying ATI

00:22:17.577 --> 00:22:18.538
because they're the biggest, right?

00:22:18.679 --> 00:22:20.401
Or Athletico, any of those.

00:22:20.480 --> 00:22:21.821
Their bruise is just easy to

00:22:21.862 --> 00:22:22.363
punch on them.

00:22:22.383 --> 00:22:23.304
They're just a punching bag.

00:22:23.644 --> 00:22:24.964
The funny thing is, well,

00:22:24.984 --> 00:22:25.684
that's a different topic.

00:22:25.704 --> 00:22:26.625
I'll get into the wheeze in a minute.

00:22:26.665 --> 00:22:28.406
So yeah, Fox did make it mandatory.

00:22:28.606 --> 00:22:29.826
They did say,

00:22:29.866 --> 00:22:30.807
because this was part of my

00:22:30.847 --> 00:22:33.709
job when I was there, Tim Fox said,

00:22:34.009 --> 00:22:35.631
I want to be able to shake

00:22:35.851 --> 00:22:37.632
every person's hand once a year.

00:22:37.991 --> 00:22:39.313
And that dude got on a plane

00:22:39.373 --> 00:22:40.553
and flew around the country

00:22:41.574 --> 00:22:44.895
and they threw like Christmas parties,

00:22:44.976 --> 00:22:46.455
but like all year, like there's, you know,

00:22:46.576 --> 00:22:47.176
there's no way he could

00:22:47.196 --> 00:22:48.317
just visit everybody in December.

00:22:48.416 --> 00:22:50.157
Just couldn't do it.

00:22:50.178 --> 00:22:52.400
Doing four or five or six of

00:22:52.420 --> 00:22:52.980
those a month.

00:22:54.699 --> 00:22:56.079
And it was like he'd come in,

00:22:56.119 --> 00:22:57.279
they'd rent out a room at a ball,

00:22:57.400 --> 00:22:58.140
you know, at a hotel,

00:22:58.180 --> 00:22:59.441
like a nice ballroom.

00:22:59.760 --> 00:23:01.761
They'd throw orange all over

00:23:01.781 --> 00:23:03.382
the place and they'd throw a party.

00:23:04.041 --> 00:23:05.282
And that but that wasn't the

00:23:05.323 --> 00:23:06.363
only time those clinicians

00:23:06.403 --> 00:23:08.864
in that area would see each other.

00:23:08.923 --> 00:23:10.644
They did have the axe throwings,

00:23:10.704 --> 00:23:11.664
the journal clubs,

00:23:12.045 --> 00:23:13.846
but they realized they did

00:23:13.885 --> 00:23:15.006
sit there and they go, well,

00:23:15.226 --> 00:23:16.606
why would someone want to work for us?

00:23:17.366 --> 00:23:19.309
okay let's diagnose the dna

00:23:19.411 --> 00:23:20.873
of what people like about

00:23:20.932 --> 00:23:21.653
because they were small

00:23:21.734 --> 00:23:22.957
like like any any big

00:23:22.997 --> 00:23:23.577
organization they were

00:23:23.597 --> 00:23:24.419
small they were like we're

00:23:24.479 --> 00:23:26.482
jersey and pennsylvania but

00:23:26.502 --> 00:23:27.944
what if we hit california

00:23:28.665 --> 00:23:30.449
to their credit they said

00:23:32.422 --> 00:23:33.201
I think Tim said,

00:23:33.281 --> 00:23:34.383
and I'm trying to get the quote right.

00:23:34.442 --> 00:23:36.023
Don't unquote me if Tim ever

00:23:36.064 --> 00:23:36.704
gets hold of this.

00:23:37.144 --> 00:23:37.704
But he said something.

00:23:37.724 --> 00:23:38.445
He's like,

00:23:38.726 --> 00:23:40.788
the way I'll measure failure is

00:23:40.807 --> 00:23:41.387
if someone says,

00:23:41.868 --> 00:23:42.729
who's worked here for ten

00:23:42.769 --> 00:23:44.470
or fifteen years and leaves,

00:23:44.711 --> 00:23:45.810
and someone says, why'd you leave?

00:23:46.132 --> 00:23:47.553
It just doesn't feel the same anymore.

00:23:48.472 --> 00:23:50.315
He's like, that would be the failure.

00:23:50.494 --> 00:23:51.255
Because that's how you keep

00:23:51.275 --> 00:23:52.056
good people around.

00:23:52.936 --> 00:23:54.218
What brought the good people in...

00:23:55.464 --> 00:23:57.705
If you're just recruiting to fill a spot,

00:23:58.326 --> 00:23:58.786
I get it.

00:23:58.846 --> 00:23:59.645
Short-term benefit.

00:23:59.746 --> 00:24:00.826
I need someone to treat patients.

00:24:01.326 --> 00:24:04.048
They said no a lot to people

00:24:04.067 --> 00:24:05.268
with licenses who could

00:24:05.288 --> 00:24:06.548
fill a role because they were like,

00:24:06.669 --> 00:24:07.729
it's going to cost us more

00:24:08.148 --> 00:24:09.368
and let's just keep looking

00:24:09.388 --> 00:24:10.049
for a better fit.

00:24:10.529 --> 00:24:12.170
They hired me with no job.

00:24:12.329 --> 00:24:12.710
They were like,

00:24:12.769 --> 00:24:13.570
we don't understand what

00:24:13.590 --> 00:24:14.631
Jimmy's going to do on day one,

00:24:14.671 --> 00:24:15.431
but by day fifty,

00:24:15.471 --> 00:24:16.351
we'll have a better idea.

00:24:16.612 --> 00:24:17.652
So they hired on culture.

00:24:19.065 --> 00:24:20.686
I think, yeah, maybe you're right.

00:24:20.707 --> 00:24:20.886
Maybe,

00:24:21.047 --> 00:24:22.508
maybe small organizations can do

00:24:22.528 --> 00:24:25.170
that better because one bad hire at a,

00:24:25.330 --> 00:24:26.371
at a ten person,

00:24:26.551 --> 00:24:27.732
at a ten clinician clinic,

00:24:28.173 --> 00:24:29.473
that's ten percent of a bad,

00:24:29.493 --> 00:24:29.954
you know what I mean?

00:24:29.994 --> 00:24:30.375
Like ten,

00:24:30.535 --> 00:24:31.996
now you have one bad apple among ten,

00:24:32.317 --> 00:24:33.817
whereas a hundred bad,

00:24:33.857 --> 00:24:35.239
bad apples are around thirty thousand.

00:24:35.259 --> 00:24:36.299
That doesn't do any, that's not,

00:24:36.319 --> 00:24:37.161
that's not a problem.

00:24:38.721 --> 00:24:39.343
So.

00:24:39.522 --> 00:24:41.605
I, I love this because this is,

00:24:43.336 --> 00:24:45.759
So Fox is a great example of they've gone,

00:24:46.119 --> 00:24:47.781
you know, regional and then they've gone,

00:24:47.801 --> 00:24:49.324
you know, like the whole East Coast.

00:24:49.384 --> 00:24:49.984
And now I think they're

00:24:50.005 --> 00:24:51.266
starting to go like more

00:24:51.866 --> 00:24:53.328
Midwest and Southwest.

00:24:53.388 --> 00:24:53.588
Right.

00:24:54.069 --> 00:24:54.990
I know I've spoken to some

00:24:55.070 --> 00:24:55.932
owners that have reached

00:24:55.991 --> 00:24:57.973
out about like them looking

00:24:57.993 --> 00:24:59.134
to acquire like kind of

00:24:59.215 --> 00:25:00.676
like in Georgia and something like this.

00:25:00.717 --> 00:25:01.258
They just did.

00:25:01.278 --> 00:25:02.819
They just they just acquired somebody.

00:25:03.079 --> 00:25:05.521
There you go.

00:25:05.561 --> 00:25:05.942
And by the way,

00:25:05.961 --> 00:25:08.282
that's how they're expanding.

00:25:08.383 --> 00:25:10.525
They started organically in Cherry Hill,

00:25:10.545 --> 00:25:11.005
New Jersey,

00:25:11.045 --> 00:25:12.286
the town next to where I'm from.

00:25:13.626 --> 00:25:15.188
And they've grown dramatically.

00:25:15.928 --> 00:25:18.789
So much kudos and applause

00:25:18.829 --> 00:25:19.871
to Tim and the team.

00:25:20.931 --> 00:25:21.531
So that's why.

00:25:22.011 --> 00:25:23.333
That's probably one of the

00:25:23.413 --> 00:25:24.953
main reasons if you had

00:25:24.993 --> 00:25:26.535
some business coach come in

00:25:26.954 --> 00:25:28.336
and give an assessment or whatever,

00:25:28.375 --> 00:25:29.557
some third-party assessment.

00:25:30.136 --> 00:25:32.018
is doing wow it's like most

00:25:32.057 --> 00:25:34.198
of the country it's not wow

00:25:34.617 --> 00:25:35.898
but so the question was the

00:25:35.939 --> 00:25:37.960
question is so I when I was

00:25:37.980 --> 00:25:39.160
there I don't think any of

00:25:39.200 --> 00:25:40.099
these states here I think

00:25:40.119 --> 00:25:41.101
we were like I think as far

00:25:41.161 --> 00:25:41.881
west as we were like

00:25:41.921 --> 00:25:43.701
illinois I know we were we

00:25:43.721 --> 00:25:44.862
were in wisconsin

00:25:46.973 --> 00:25:48.777
But the idea was when they were just here,

00:25:48.896 --> 00:25:50.579
how do you stay the same?

00:25:51.480 --> 00:25:52.863
Like when you're Fritos or

00:25:52.923 --> 00:25:54.265
Dr. Pepper and now you're

00:25:54.285 --> 00:25:56.409
being – or Sam Adams and

00:25:56.429 --> 00:25:57.891
you want a brewery on the West Coast,

00:25:58.531 --> 00:26:03.349
how does the cherry wheat hit the same –

00:26:02.914 --> 00:26:03.815
In the new brewery.

00:26:04.055 --> 00:26:05.296
It's like, well, out West, we don't,

00:26:05.596 --> 00:26:06.155
we do this.

00:26:06.175 --> 00:26:06.817
So the, you know,

00:26:06.876 --> 00:26:08.297
do you ever hear the story about the guy,

00:26:08.336 --> 00:26:09.678
the New Yorker who moved to

00:26:09.698 --> 00:26:10.958
Florida and opened a

00:26:10.998 --> 00:26:16.000
pizzeria and he bought a ship, like a,

00:26:16.180 --> 00:26:19.781
like a, like a cargo ship, a cargo ship.

00:26:20.583 --> 00:26:22.405
And he went to New York and

00:26:22.445 --> 00:26:23.728
he filled the cargo ship.

00:26:23.748 --> 00:26:24.848
He just went up to a fire

00:26:24.869 --> 00:26:25.990
hydrant in like on the

00:26:26.191 --> 00:26:28.234
docks of New York and water

00:26:28.875 --> 00:26:29.876
up with water.

00:26:30.438 --> 00:26:31.378
And he'd been doing it for

00:26:31.439 --> 00:26:32.861
years and he's bragging about it.

00:26:32.881 --> 00:26:33.782
He's like, it's free water.

00:26:33.843 --> 00:26:34.564
It's like, first of all,

00:26:35.913 --> 00:26:36.752
We we pay for that water

00:26:36.772 --> 00:26:37.713
that comes from where I am.

00:26:37.733 --> 00:26:38.794
That comes from upstate New York,

00:26:39.094 --> 00:26:40.153
New York City water.

00:26:40.213 --> 00:26:41.015
It comes from somewhere.

00:26:41.414 --> 00:26:42.234
But he was doing this for

00:26:42.275 --> 00:26:43.474
years until someone was like,

00:26:43.976 --> 00:26:44.855
that's an environmental.

00:26:45.016 --> 00:26:46.115
You can't just take water.

00:26:46.596 --> 00:26:47.497
But anyway, the point was,

00:26:47.717 --> 00:26:49.957
how do you actually import the things,

00:26:50.538 --> 00:26:52.317
the ingredients that make

00:26:52.377 --> 00:26:53.498
the thing that people want?

00:26:53.778 --> 00:26:54.959
You have to go further upstream.

00:26:56.086 --> 00:26:57.366
This conversation started in

00:26:57.386 --> 00:26:59.688
terms of scale, but I think really it was,

00:26:59.768 --> 00:27:00.929
I think there's more people

00:27:01.189 --> 00:27:03.630
able and wanting to just do

00:27:03.670 --> 00:27:05.130
things on a smaller scale

00:27:05.410 --> 00:27:06.810
and they're able to do it now.

00:27:07.131 --> 00:27:07.990
Where I don't think you,

00:27:08.332 --> 00:27:09.711
before social media- Why

00:27:09.751 --> 00:27:10.913
were they unable to do it before?

00:27:11.212 --> 00:27:13.012
Why were they unable to do it five, ten,

00:27:13.032 --> 00:27:13.653
fifteen years ago?

00:27:13.854 --> 00:27:14.673
Without social media,

00:27:15.054 --> 00:27:16.634
how would you get clients?

00:27:16.654 --> 00:27:18.234
If you couldn't run ads to get patients,

00:27:18.295 --> 00:27:19.135
you had to rely on the

00:27:19.175 --> 00:27:19.996
clinic down the street.

00:27:22.428 --> 00:27:24.189
No, you know, no, you if if fifteen,

00:27:24.249 --> 00:27:25.230
twenty years ago, whatever,

00:27:25.769 --> 00:27:26.430
there were independent

00:27:26.450 --> 00:27:27.270
therapists back then.

00:27:27.631 --> 00:27:28.010
Sure.

00:27:28.531 --> 00:27:29.853
They just popped up their own shingle.

00:27:29.893 --> 00:27:30.873
They had a word of mouth.

00:27:30.913 --> 00:27:32.094
They had some following

00:27:32.453 --> 00:27:33.714
because because they either

00:27:33.734 --> 00:27:35.096
worked at a hospital like

00:27:35.415 --> 00:27:36.616
like like Ron Miller and

00:27:36.797 --> 00:27:37.836
maybe Tony Maritato.

00:27:37.856 --> 00:27:38.837
I think I can't remember.

00:27:38.958 --> 00:27:39.598
No, Tony didn't.

00:27:40.278 --> 00:27:41.660
But there's some owners that

00:27:41.720 --> 00:27:43.500
work for a hospital and

00:27:43.540 --> 00:27:44.942
they got a reputation.

00:27:45.321 --> 00:27:46.162
And then they were like,

00:27:46.623 --> 00:27:47.383
I want to make more money

00:27:47.442 --> 00:27:48.943
or I want some senior leadership,

00:27:48.963 --> 00:27:49.304
whatever.

00:27:49.364 --> 00:27:51.045
And the hospital or the mill or whatever,

00:27:51.065 --> 00:27:51.944
we're going to call it the corporate,

00:27:51.964 --> 00:27:53.026
whatever is like, no,

00:27:53.066 --> 00:27:53.846
like you're capped out.

00:27:53.865 --> 00:27:54.165
That's it.

00:27:54.186 --> 00:27:55.227
And then they were like, all right, well,

00:27:55.247 --> 00:27:55.606
screw you.

00:27:55.747 --> 00:27:56.106
I'm out.

00:27:56.387 --> 00:27:57.627
I'm going to take myself.

00:27:57.847 --> 00:27:58.989
I'm going to go open up a shingle,

00:27:59.729 --> 00:28:00.710
open up a private practice

00:28:00.750 --> 00:28:01.670
nearby that I mean,

00:28:01.890 --> 00:28:03.250
that's I don't understand

00:28:03.290 --> 00:28:05.372
how it's different now than you're right.

00:28:05.392 --> 00:28:06.192
There was no social media.

00:28:06.212 --> 00:28:06.512
There was no.

00:28:07.333 --> 00:28:09.055
You couldn't have an Instagram account.

00:28:09.174 --> 00:28:10.155
There was no YouTube.

00:28:10.175 --> 00:28:11.215
There was no videos.

00:28:11.256 --> 00:28:13.317
There was no digital footprint.

00:28:13.577 --> 00:28:14.318
But back then,

00:28:14.378 --> 00:28:17.662
the in-person word of mouth

00:28:17.701 --> 00:28:18.942
and the in-person footprint

00:28:19.002 --> 00:28:20.003
was the main thing.

00:28:20.124 --> 00:28:22.385
That was like, of course, there was no,

00:28:22.846 --> 00:28:23.366
I mean, there was,

00:28:23.386 --> 00:28:24.488
I was about to say Yelp.

00:28:24.728 --> 00:28:26.890
There was the Yellow Pages.

00:28:27.289 --> 00:28:28.131
Anyone watching this is

00:28:28.151 --> 00:28:29.511
probably knowing and

00:28:29.531 --> 00:28:30.792
remembers the Yellow Pages.

00:28:30.972 --> 00:28:32.835
The Yellow Pages, they were passive.

00:28:34.307 --> 00:28:35.548
I can now be in front of you.

00:28:35.628 --> 00:28:36.430
And I'm not saying like

00:28:36.450 --> 00:28:37.692
people didn't go get referrals.

00:28:38.112 --> 00:28:39.314
That was a way.

00:28:39.834 --> 00:28:41.155
But if I want to have a lifestyle,

00:28:41.195 --> 00:28:42.176
there's there's just more

00:28:42.238 --> 00:28:43.740
ways to be able to support that.

00:28:44.039 --> 00:28:45.201
I want to give this much

00:28:45.281 --> 00:28:47.324
effort to get this much to

00:28:47.344 --> 00:28:48.265
get this many patients.

00:28:49.076 --> 00:28:50.477
Because if you were doing that,

00:28:50.557 --> 00:28:53.378
I had to just be the PT for

00:28:53.398 --> 00:28:54.099
this one doctor.

00:28:54.339 --> 00:28:55.059
And the minute that doctor

00:28:55.079 --> 00:28:56.260
stopped referring to me, I was dead.

00:28:56.361 --> 00:28:56.721
Correct.

00:28:56.942 --> 00:28:58.982
So I interviewed a while ago,

00:28:59.502 --> 00:29:02.384
maybe last year, Ben, oh my God,

00:29:02.424 --> 00:29:03.385
from Star Physical Therapy

00:29:03.405 --> 00:29:03.885
in New York City.

00:29:03.905 --> 00:29:06.347
They sold to Motion PT, but they had,

00:29:06.688 --> 00:29:07.308
and they still have,

00:29:07.628 --> 00:29:08.710
the biggest square footage

00:29:08.910 --> 00:29:11.251
practice in Manhattan, in New York City.

00:29:11.872 --> 00:29:13.973
The biggest practice that's

00:29:14.114 --> 00:29:15.255
not affiliated with any

00:29:15.654 --> 00:29:16.935
Rusk or NYU or whatever.

00:29:17.016 --> 00:29:18.016
So they...

00:29:19.196 --> 00:29:20.478
They left the hospital.

00:29:22.279 --> 00:29:23.641
Ben Gelfand, I remember,

00:29:23.701 --> 00:29:24.741
Ben Gelfand and Mike Fox,

00:29:24.761 --> 00:29:26.423
they left the hospital jobs that they had,

00:29:27.003 --> 00:29:27.984
and they were so good.

00:29:28.005 --> 00:29:30.106
They had such a good reputation,

00:29:30.207 --> 00:29:30.968
such good word of mouth

00:29:30.988 --> 00:29:33.309
from all the hospital-based physicians.

00:29:33.369 --> 00:29:34.310
They went out on their own.

00:29:34.691 --> 00:29:35.832
They told all the surgeons

00:29:35.852 --> 00:29:36.893
and all the physicians, hey,

00:29:37.773 --> 00:29:38.334
we love you guys,

00:29:38.354 --> 00:29:39.494
but we're going out on our own.

00:29:39.515 --> 00:29:40.875
We're going to make a go of it.

00:29:43.278 --> 00:29:44.700
This was twenty, twenty-five years ago,

00:29:44.720 --> 00:29:45.560
maybe thirty years ago.

00:29:46.280 --> 00:29:47.261
way before the internet.

00:29:47.922 --> 00:29:48.442
And they got,

00:29:48.582 --> 00:29:49.541
they had all the word of

00:29:49.561 --> 00:29:50.522
mouth from the physicians.

00:29:50.542 --> 00:29:52.042
So the mass,

00:29:52.263 --> 00:29:53.483
the masses of patients seeing

00:29:53.523 --> 00:29:56.984
all these Mount Sinai, HSS, you know, NYU,

00:29:57.065 --> 00:30:00.666
whatever physicians refer to them.

00:30:00.846 --> 00:30:02.126
And that's how they built their practice.

00:30:02.647 --> 00:30:03.548
And it's public knowledge

00:30:03.587 --> 00:30:04.848
that then he made like

00:30:04.909 --> 00:30:06.209
seven million dollars, you know,

00:30:06.229 --> 00:30:06.909
selling his practice.

00:30:06.949 --> 00:30:09.549
So it absolutely happened

00:30:09.730 --> 00:30:10.550
with the word of mouth,

00:30:10.570 --> 00:30:12.111
like the patient to

00:30:12.171 --> 00:30:13.872
physician marketing and all that before.

00:30:13.912 --> 00:30:14.813
How long did they practice

00:30:14.833 --> 00:30:15.633
before they did that job?

00:30:18.763 --> 00:30:20.685
I think it was maybe a good

00:30:20.826 --> 00:30:22.146
five or ten years before.

00:30:22.907 --> 00:30:24.648
So they worked somewhere for

00:30:24.689 --> 00:30:26.911
five or ten years, probably, most likely.

00:30:26.951 --> 00:30:28.192
That's a lot.

00:30:28.332 --> 00:30:29.353
Sam chiming in saying,

00:30:29.513 --> 00:30:30.554
he's talking about Fox, I believe.

00:30:30.994 --> 00:30:32.415
They got the culture down, then scaled.

00:30:32.756 --> 00:30:33.717
Not scaled, then scaled.

00:30:33.737 --> 00:30:36.980
You can't do it the second way.

00:30:37.559 --> 00:30:39.221
The second way, I love this example,

00:30:39.241 --> 00:30:40.182
because this comes up a lot.

00:30:41.619 --> 00:30:42.342
I baked a cake,

00:30:42.682 --> 00:30:44.744
baked a birthday cake for a friend.

00:30:45.185 --> 00:30:45.886
At the last minute,

00:30:45.926 --> 00:30:47.068
I realized I didn't put any

00:30:47.128 --> 00:30:48.211
sugar in the mix.

00:30:48.570 --> 00:30:50.273
So I just threw five times

00:30:50.294 --> 00:30:51.375
as much sugar on top.

00:30:51.816 --> 00:30:52.257
And it'll take time.

00:30:54.683 --> 00:30:58.285
You have to bake it inside first.

00:30:58.484 --> 00:30:59.726
You cannot do it the other way.

00:30:59.865 --> 00:31:00.705
It does not taste.

00:31:00.986 --> 00:31:01.726
It's not the same thing.

00:31:01.746 --> 00:31:02.906
People will eat that cake and be like,

00:31:03.207 --> 00:31:04.787
well, it called for three cups of sugar.

00:31:04.866 --> 00:31:05.667
I did fifteen.

00:31:05.748 --> 00:31:06.867
It should be.

00:31:06.887 --> 00:31:08.208
The icing was a sugar bomb

00:31:08.307 --> 00:31:09.628
and then inside was bland.

00:31:09.929 --> 00:31:10.648
It doesn't work.

00:31:10.888 --> 00:31:11.910
And people will recognize it.

00:31:11.930 --> 00:31:12.049
Like,

00:31:12.109 --> 00:31:13.289
I don't know what I don't like about it,

00:31:13.369 --> 00:31:14.130
but it sucks.

00:31:14.150 --> 00:31:15.290
I don't know what you did here,

00:31:15.550 --> 00:31:16.050
but it sucks.

00:31:17.250 --> 00:31:17.651
All right.

00:31:17.750 --> 00:31:19.172
Real quick with Sam Kellecate.

00:31:19.211 --> 00:31:22.153
So he's a physical therapist in Sam.

00:31:22.232 --> 00:31:23.853
I can't remember if you left

00:31:23.873 --> 00:31:24.673
Philly and I think you

00:31:24.692 --> 00:31:25.432
moved to South Jersey,

00:31:25.452 --> 00:31:27.773
but he's from we play.

00:31:27.834 --> 00:31:27.973
Yeah,

00:31:28.013 --> 00:31:29.795
we played baseball together growing up.

00:31:30.434 --> 00:31:31.355
We went to the same hit

00:31:31.394 --> 00:31:33.536
doctor indoor training facility.

00:31:33.875 --> 00:31:34.715
And then like years later,

00:31:34.736 --> 00:31:35.576
he becomes a physical therapist.

00:31:35.596 --> 00:31:36.635
I couldn't believe it was amazing.

00:31:37.215 --> 00:31:39.237
We talk all the time and I'm

00:31:39.257 --> 00:31:40.356
going to have him on my show.

00:31:40.416 --> 00:31:42.538
And I also want him in the coming weeks.

00:31:43.038 --> 00:31:43.939
to come on here live.

00:31:43.979 --> 00:31:44.920
He agreed to come on here

00:31:44.960 --> 00:31:47.222
live with you and Tony as a

00:31:47.303 --> 00:31:48.765
sidebar right now because

00:31:48.865 --> 00:31:51.548
he has done some digital

00:31:51.567 --> 00:31:53.550
programs where he's

00:31:53.611 --> 00:31:54.692
charging patients and

00:31:54.731 --> 00:31:55.593
clients like multiple

00:31:55.613 --> 00:31:56.334
thousands of dollars.

00:31:56.374 --> 00:31:57.476
It's usually around like

00:31:57.516 --> 00:31:58.977
headaches and migraines, I believe.

00:31:59.218 --> 00:31:59.778
Very niche.

00:32:00.419 --> 00:32:01.180
Yeah, very niche.

00:32:02.160 --> 00:32:04.142
He gets great referrals from

00:32:04.923 --> 00:32:05.782
neurologists and other

00:32:05.803 --> 00:32:06.723
folks that specialize in

00:32:06.763 --> 00:32:07.664
headaches and migraines.

00:32:08.125 --> 00:32:09.246
And I always, you know,

00:32:09.266 --> 00:32:10.626
I always come on here and I

00:32:10.826 --> 00:32:12.147
poke Tony and I bash the

00:32:12.167 --> 00:32:13.789
whole digital stuff and the

00:32:13.829 --> 00:32:14.789
virtual care and all that.

00:32:15.351 --> 00:32:16.311
And then Sam, you know,

00:32:16.352 --> 00:32:17.952
sends me a DM on Instagram

00:32:18.012 --> 00:32:19.074
or a text message or whatever.

00:32:19.334 --> 00:32:21.935
What was he saying?

00:32:21.976 --> 00:32:22.415
Clinic in Philly.

00:32:22.435 --> 00:32:23.497
Yeah, live in New Jersey.

00:32:23.517 --> 00:32:24.958
So yeah, he's back in South Jersey.

00:32:25.057 --> 00:32:25.219
Okay.

00:32:25.838 --> 00:32:26.299
That's what I thought.

00:32:26.359 --> 00:32:28.121
OK, so in the coming weeks,

00:32:28.141 --> 00:32:28.682
we're going to have him

00:32:28.701 --> 00:32:29.923
back on all four of us.

00:32:30.223 --> 00:32:30.963
You know, Tony,

00:32:31.565 --> 00:32:33.366
Tony will be able to have

00:32:33.467 --> 00:32:34.548
one under his belt in terms

00:32:34.567 --> 00:32:36.710
of another therapist doing

00:32:36.750 --> 00:32:39.713
virtual coaching and virtual care,

00:32:39.733 --> 00:32:40.433
whatever you want to call it.

00:32:40.453 --> 00:32:41.536
But I can't wait to have him

00:32:41.635 --> 00:32:42.696
on and share what he's doing.

00:32:43.096 --> 00:32:46.099
Where in the world is Tony Meritato?

00:32:46.119 --> 00:32:47.321
I don't know.

00:32:48.431 --> 00:32:50.132
Oh, that I thought I was like,

00:32:50.152 --> 00:32:51.452
what is this like?

00:32:51.732 --> 00:32:52.053
Italy?

00:32:52.113 --> 00:32:54.193
Is this?

00:32:54.914 --> 00:32:59.836
Tony, have you been elected Pope?

00:32:59.876 --> 00:33:01.077
Have we seen white smoke?

00:33:01.097 --> 00:33:02.178
Have we gotten?

00:33:02.198 --> 00:33:04.480
If you're not, if you're not watching.

00:33:04.559 --> 00:33:06.200
I thought it was black smoke.

00:33:06.279 --> 00:33:07.080
It's white smoke.

00:33:08.190 --> 00:33:09.230
Black is no good, right?

00:33:09.250 --> 00:33:10.010
Is that what they don't have?

00:33:10.030 --> 00:33:10.652
I don't know.

00:33:10.711 --> 00:33:12.813
I haven't watched the Tom Hanks movie,

00:33:13.673 --> 00:33:14.515
Da Vinci Code, in a while.

00:33:15.115 --> 00:33:16.155
Or Conclave.

00:33:16.596 --> 00:33:17.656
He's not at the Vatican.

00:33:18.258 --> 00:33:19.778
He is at... He's not at the Vatican.

00:33:20.038 --> 00:33:21.059
That must be a Smithsonian.

00:33:21.901 --> 00:33:23.162
He's... The Meritato.

00:33:23.281 --> 00:33:24.923
No, that's the Washington Monument.

00:33:25.163 --> 00:33:25.903
Washington, yep.

00:33:25.983 --> 00:33:26.805
Now, today,

00:33:26.845 --> 00:33:28.666
being renamed the Meritato Monument.

00:33:28.967 --> 00:33:30.268
Meritato Monument.

00:33:30.587 --> 00:33:31.328
It looks very good.

00:33:32.289 --> 00:33:33.410
All right,

00:33:33.530 --> 00:33:34.651
so we got ten minutes because I

00:33:34.671 --> 00:33:35.471
got to go play in a golf

00:33:35.491 --> 00:33:36.153
tournament today.

00:33:37.271 --> 00:33:38.292
Oh, lucky you.

00:33:38.553 --> 00:33:39.873
That's why I'm wearing my golf shirt.

00:33:40.153 --> 00:33:41.713
I don't do polos very often,

00:33:41.773 --> 00:33:42.734
but I do sometimes.

00:33:44.575 --> 00:33:45.915
So here's something we want to talk about.

00:33:45.935 --> 00:33:47.997
So I have an intro for Steal This segment.

00:33:48.396 --> 00:33:49.617
It took me eleven or twelve

00:33:49.657 --> 00:33:50.577
minutes to make this intro,

00:33:50.617 --> 00:33:51.298
so I'm going to play.

00:33:57.141 --> 00:33:57.461
That's it.

00:33:57.580 --> 00:33:58.281
Steal This strategy.

00:33:58.622 --> 00:33:59.942
So I think the strategy goes

00:33:59.981 --> 00:34:01.482
along with the big topic today,

00:34:01.542 --> 00:34:02.864
which is opposites.

00:34:03.626 --> 00:34:06.270
I think five, ten years ago when COVID hit,

00:34:06.310 --> 00:34:09.695
we were forced to go digital and virtual.

00:34:10.655 --> 00:34:12.038
I think we've hit peak Zoom.

00:34:12.217 --> 00:34:13.599
In fact, yesterday,

00:34:14.909 --> 00:34:16.090
They retired Skype.

00:34:17.192 --> 00:34:18.853
Skype was a verb.

00:34:18.873 --> 00:34:19.634
Skype is dead.

00:34:19.653 --> 00:34:20.295
It's no longer.

00:34:20.414 --> 00:34:21.335
Zoom is still around.

00:34:21.416 --> 00:34:21.896
Who owned that?

00:34:21.936 --> 00:34:22.297
Microsoft?

00:34:22.336 --> 00:34:23.097
Microsoft, yeah.

00:34:23.378 --> 00:34:24.119
They sunset.

00:34:24.139 --> 00:34:24.980
Because now they have Teams.

00:34:25.099 --> 00:34:25.481
So, of course,

00:34:25.501 --> 00:34:26.581
they're not going to keep Skype around.

00:34:26.621 --> 00:34:27.623
But, yeah, we just sunset.

00:34:27.643 --> 00:34:29.085
And half the audience just went,

00:34:29.284 --> 00:34:30.246
what the hell is a Skype?

00:34:31.226 --> 00:34:32.027
Nobody wants another

00:34:32.128 --> 00:34:33.568
eight-hour virtual summit.

00:34:34.130 --> 00:34:35.670
with bad slides nobody wants

00:34:35.710 --> 00:34:36.811
that nobody wants to come

00:34:36.851 --> 00:34:38.432
to your webinar which we

00:34:38.572 --> 00:34:40.054
all know is a thinly veiled

00:34:40.114 --> 00:34:41.175
sales pitch to buy your

00:34:41.235 --> 00:34:42.155
coaching or to buy your

00:34:42.195 --> 00:34:43.876
product so the question is

00:34:44.438 --> 00:34:45.418
what's winning now or

00:34:45.458 --> 00:34:46.199
what's going to be winning

00:34:46.619 --> 00:34:47.559
three six nine twelve

00:34:47.599 --> 00:34:49.782
months from now I think it

00:34:49.842 --> 00:34:51.844
is curated real life micro

00:34:51.884 --> 00:34:54.085
events that actually in the

00:34:54.125 --> 00:34:55.246
room create trust buzz

00:34:55.266 --> 00:34:57.307
loyalty fast listen

00:34:58.137 --> 00:34:58.817
In the sixties,

00:34:59.056 --> 00:35:00.097
there were these pants and

00:35:00.117 --> 00:35:00.717
they were called bell

00:35:00.757 --> 00:35:02.097
bottoms and everybody wore

00:35:02.117 --> 00:35:03.657
them until everybody wore

00:35:03.677 --> 00:35:04.498
them and then they weren't

00:35:04.539 --> 00:35:05.559
cool anymore and you

00:35:05.579 --> 00:35:07.239
couldn't wear them until a

00:35:07.259 --> 00:35:08.019
couple of years ago,

00:35:08.320 --> 00:35:09.380
bell bottoms were back in

00:35:09.579 --> 00:35:10.380
and they were everywhere

00:35:10.679 --> 00:35:11.559
until they were everywhere

00:35:11.579 --> 00:35:12.320
and then we're back in.

00:35:12.641 --> 00:35:13.581
The world's a pendulum,

00:35:13.860 --> 00:35:14.940
I need you to understand that.

00:35:15.260 --> 00:35:17.061
So I'm looking at this and saying,

00:35:17.762 --> 00:35:18.764
Zoom fatigue is real.

00:35:18.804 --> 00:35:19.405
I don't even think you need

00:35:19.425 --> 00:35:20.547
to... That's not a debate.

00:35:20.726 --> 00:35:22.469
Like webinar fatigue, less engagement.

00:35:22.610 --> 00:35:23.492
Everybody wants a connection

00:35:23.512 --> 00:35:24.132
that feels real.

00:35:24.592 --> 00:35:28.440
This is why UGC, user-generated content...

00:35:30.590 --> 00:35:31.791
is being shared more.

00:35:32.512 --> 00:35:33.753
It might eventually go out,

00:35:33.773 --> 00:35:34.893
but right now it's the thing.

00:35:35.153 --> 00:35:36.835
We're not looking for a

00:35:36.934 --> 00:35:38.396
Marvel or Avengers level

00:35:38.675 --> 00:35:40.036
quality video all the time,

00:35:40.117 --> 00:35:41.257
sometimes when it's appropriate.

00:35:41.838 --> 00:35:43.139
So what I'm saying is,

00:35:43.199 --> 00:35:44.820
how could you use this in your business?

00:35:45.521 --> 00:35:45.981
I'm saying,

00:35:46.101 --> 00:35:46.802
instead of trying to get a

00:35:46.842 --> 00:35:47.461
hundred people on your

00:35:47.521 --> 00:35:48.623
webinar for your clinic or

00:35:48.643 --> 00:35:49.422
your business or your

00:35:49.463 --> 00:35:50.923
podcast or anything you're trying to sell,

00:35:51.784 --> 00:35:53.425
think fifteen to thirty people.

00:35:54.570 --> 00:35:55.411
the right people,

00:35:56.231 --> 00:35:58.231
the right psychographic and

00:35:58.271 --> 00:36:00.333
demographic for who you want to talk to.

00:36:00.353 --> 00:36:01.753
So that requires you thinking,

00:36:01.773 --> 00:36:03.253
not just get as many people

00:36:03.293 --> 00:36:04.114
as you want in a room and

00:36:04.173 --> 00:36:05.655
hope one of those things hits,

00:36:06.175 --> 00:36:07.994
to have higher value conversations.

00:36:08.014 --> 00:36:09.115
It doesn't mean you need to

00:36:09.135 --> 00:36:10.396
be selling something that's

00:36:11.376 --> 00:36:12.757
valued at thirty thousand dollars.

00:36:13.036 --> 00:36:14.356
These are higher value on

00:36:14.416 --> 00:36:16.257
your part and their part conversations.

00:36:16.818 --> 00:36:18.422
More dinner party, less trade show.

00:36:18.804 --> 00:36:19.043
Tony,

00:36:19.123 --> 00:36:20.809
I kicked that idea to you yesterday

00:36:20.969 --> 00:36:21.972
and I still owe you video

00:36:21.992 --> 00:36:23.135
clips from when you came here.

00:36:23.195 --> 00:36:24.860
I just remembered that we shot that thing

00:36:27.014 --> 00:36:27.494
Yeah, yeah, yeah.

00:36:27.514 --> 00:36:27.673
My couch.

00:36:27.755 --> 00:36:28.534
Beautiful living room.

00:36:28.614 --> 00:36:29.096
It was great.

00:36:29.476 --> 00:36:30.157
I was trying.

00:36:30.177 --> 00:36:31.016
The problem was we hit

00:36:31.077 --> 00:36:32.137
record and we talked for

00:36:32.157 --> 00:36:33.119
like an hour and a half.

00:36:33.398 --> 00:36:34.599
And then I tried to upload

00:36:34.900 --> 00:36:36.461
ninety minute long video clips.

00:36:36.561 --> 00:36:37.842
And my editor kept saying,

00:36:37.902 --> 00:36:38.523
I'm not getting them.

00:36:38.563 --> 00:36:38.923
And I'm like,

00:36:39.623 --> 00:36:40.684
so I'm going to hand deliver those.

00:36:40.764 --> 00:36:41.405
So I will get those.

00:36:41.445 --> 00:36:41.686
We will.

00:36:43.047 --> 00:36:44.728
They're the lost sessions.

00:36:45.548 --> 00:36:46.050
Yeah, that was.

00:36:46.730 --> 00:36:47.851
Did Connie have some of those?

00:36:48.050 --> 00:36:49.231
The lost mixtape?

00:36:49.773 --> 00:36:50.614
The lost sessions.

00:36:50.634 --> 00:36:53.235
Or Jay-Z or Dave Chappelle or something?

00:36:53.255 --> 00:36:53.335
Yeah.

00:36:53.815 --> 00:36:54.617
So back to the idea,

00:36:54.697 --> 00:36:55.677
how could you use this?

00:36:55.697 --> 00:36:56.978
So if you're like, yeah, man, I get it.

00:36:57.077 --> 00:36:57.597
I agree.

00:36:57.697 --> 00:36:59.259
So this is what I like to notice.

00:36:59.278 --> 00:36:59.398
Like,

00:36:59.478 --> 00:37:00.940
what are the big brands doing and how

00:37:00.960 --> 00:37:01.820
do you steal the strategy?

00:37:01.840 --> 00:37:02.860
That's the point of this whole segment,

00:37:02.880 --> 00:37:04.141
which is if we know that

00:37:04.222 --> 00:37:05.181
Zoom fatigue is real,

00:37:05.442 --> 00:37:06.103
how do you play with it?

00:37:06.563 --> 00:37:07.824
Even if you weren't doing webinars,

00:37:07.844 --> 00:37:09.123
it doesn't mean stop doing webinars.

00:37:09.204 --> 00:37:10.465
It's like notice what the

00:37:10.505 --> 00:37:11.766
world is tired of.

00:37:12.545 --> 00:37:13.347
Give them the opposite.

00:37:13.527 --> 00:37:15.028
If the world is tired of bell bottoms,

00:37:15.108 --> 00:37:17.110
give them skinny jeans, right?

00:37:17.371 --> 00:37:19.273
B, go to skinny jeans first.

00:37:19.773 --> 00:37:21.597
So my idea for Dave,

00:37:21.617 --> 00:37:23.539
and then we can expound upon this, was,

00:37:23.858 --> 00:37:26.501
hey, who are you?

00:37:26.521 --> 00:37:27.684
So who are you looking to talk to?

00:37:27.903 --> 00:37:28.545
You're in New York.

00:37:28.724 --> 00:37:30.106
I'm just up the street from New York.

00:37:30.367 --> 00:37:31.487
Who are you looking to talk to?

00:37:31.507 --> 00:37:32.208
Who are your people?

00:37:33.938 --> 00:37:35.721
Clinicians, practice owners.

00:37:36.260 --> 00:37:37.121
No, practice owners.

00:37:37.161 --> 00:37:38.943
So I know we mentioned,

00:37:38.963 --> 00:37:39.905
can we mention a few names?

00:37:40.005 --> 00:37:41.126
I'll mention a few names

00:37:41.146 --> 00:37:42.907
that I want to meet in the city.

00:37:42.947 --> 00:37:43.688
And I think you could maybe

00:37:43.708 --> 00:37:44.170
help me with it.

00:37:45.271 --> 00:37:47.072
so dan dan ruttenberg ceo of

00:37:47.092 --> 00:37:48.492
spear they have I don't

00:37:48.512 --> 00:37:50.052
even know close to fifty

00:37:50.072 --> 00:37:52.333
locations he started he

00:37:52.373 --> 00:37:53.634
started with one obviously

00:37:53.733 --> 00:37:54.614
he was like the same thing

00:37:54.994 --> 00:37:56.275
hospital based job I

00:37:56.295 --> 00:37:57.115
believe and then went out

00:37:57.235 --> 00:38:00.056
on his own um so dan

00:38:00.097 --> 00:38:01.516
ruttenberg is one and and

00:38:01.637 --> 00:38:03.018
really I'd love to meet

00:38:03.077 --> 00:38:04.117
practice owners that have

00:38:04.137 --> 00:38:06.039
uh I mean most of the

00:38:06.259 --> 00:38:06.998
practice owners that have a

00:38:07.059 --> 00:38:08.659
solo location I pretty much know them all

00:38:08.920 --> 00:38:09.940
So the ones that have like

00:38:10.021 --> 00:38:12.442
two to five or five to ten-ish,

00:38:12.541 --> 00:38:13.882
like the ones that I don't know,

00:38:13.942 --> 00:38:14.641
I would love to meet them.

00:38:14.663 --> 00:38:16.862
Like Paul Zion that owns

00:38:16.902 --> 00:38:17.684
Zion Physical Therapy.

00:38:17.704 --> 00:38:19.844
I think they have like five locations,

00:38:19.885 --> 00:38:22.005
like four in the city or New York area,

00:38:22.106 --> 00:38:22.786
one in Connecticut.

00:38:23.126 --> 00:38:24.586
There's owners like that, that like,

00:38:25.407 --> 00:38:27.588
I'd be, I would love to meet, uh,

00:38:27.608 --> 00:38:28.467
break some bread with,

00:38:28.648 --> 00:38:29.507
and then at the same time,

00:38:29.547 --> 00:38:30.648
like if we do it together

00:38:30.768 --> 00:38:32.528
and maybe it's some, a fellow's collab,

00:38:33.009 --> 00:38:34.748
then you get, you get, you get some,

00:38:34.869 --> 00:38:35.730
you get in front of them at

00:38:35.750 --> 00:38:36.329
the same time.

00:38:36.610 --> 00:38:37.750
And we do it in a way that's

00:38:37.769 --> 00:38:38.409
very authentic.

00:38:38.449 --> 00:38:40.030
We can, you, you pitched,

00:38:40.530 --> 00:38:42.371
we maybe do like a little chat,

00:38:42.391 --> 00:38:42.972
little interview.

00:38:43.012 --> 00:38:43.952
We record it, whatever.

00:38:43.992 --> 00:38:44.871
We can kind of talk about

00:38:44.911 --> 00:38:45.692
the same stuff here.

00:38:45.972 --> 00:38:46.652
Like, you know,

00:38:46.893 --> 00:38:48.193
reimbursement issues and

00:38:48.293 --> 00:38:49.253
staffing and hiring.

00:38:49.353 --> 00:38:51.193
And like, we all have the same challenges.

00:38:51.474 --> 00:38:52.353
Who's doing it better.

00:38:53.922 --> 00:38:55.302
You know what I mean?

00:38:55.322 --> 00:38:56.782
Like, hey, how are you solving this?

00:38:57.302 --> 00:38:57.922
So this is,

00:38:57.963 --> 00:38:59.103
we're going through this paradigm.

00:38:59.143 --> 00:39:02.543
You just described your who and their what,

00:39:02.603 --> 00:39:04.043
that yellow part of that Venn diagram.

00:39:04.143 --> 00:39:05.045
What are their problems?

00:39:05.085 --> 00:39:05.824
What are their whatever?

00:39:06.244 --> 00:39:08.244
And then their next question is like, well,

00:39:08.264 --> 00:39:09.286
what do you bring to the table?

00:39:09.306 --> 00:39:10.565
It's like, well, we have an audience,

00:39:10.786 --> 00:39:11.186
number one,

00:39:11.226 --> 00:39:12.405
so we can record some of this stuff.

00:39:12.626 --> 00:39:14.746
If you want exposure to other PTs, great.

00:39:15.086 --> 00:39:15.666
Even if you don't,

00:39:16.146 --> 00:39:16.987
what we're doing is we're

00:39:17.007 --> 00:39:18.568
saying we're doing the work of getting,

00:39:18.588 --> 00:39:19.847
I mean,

00:39:19.867 --> 00:39:21.108
we can't take a hundred people to

00:39:21.128 --> 00:39:22.409
dinner in New York City.

00:39:23.728 --> 00:39:24.309
You can take a hundred

00:39:24.329 --> 00:39:24.949
people to dinner for the

00:39:24.969 --> 00:39:25.929
same budget in Iowa,

00:39:26.050 --> 00:39:26.630
but you cannot take a

00:39:26.670 --> 00:39:27.351
hundred people to dinner.

00:39:27.371 --> 00:39:28.532
You can take two people to

00:39:28.552 --> 00:39:30.393
dinner in New York city, the same budget.

00:39:30.492 --> 00:39:31.313
We should go to Iowa.

00:39:31.833 --> 00:39:33.014
We would slay in Iowa.

00:39:33.114 --> 00:39:34.056
We always make fun of Iowa.

00:39:34.076 --> 00:39:34.976
We should do a show in Iowa

00:39:34.996 --> 00:39:35.577
to say thank you.

00:39:35.916 --> 00:39:36.896
But the question here is in

00:39:36.936 --> 00:39:38.157
the middle of that Venn diagram is like,

00:39:38.237 --> 00:39:39.539
why is someone like Dan

00:39:39.559 --> 00:39:41.840
Rutenberg or Dutch Rojas or

00:39:41.900 --> 00:39:42.380
practice owners?

00:39:42.400 --> 00:39:43.221
Like we're just naming people,

00:39:43.260 --> 00:39:44.601
but like it's the person we

00:39:44.681 --> 00:39:45.282
don't know yet.

00:39:46.239 --> 00:39:47.420
That's who we want to meet too.

00:39:47.699 --> 00:39:48.400
That fits that.

00:39:48.760 --> 00:39:49.561
Let's come together.

00:39:50.021 --> 00:39:51.400
Even if you're not going to necessarily,

00:39:51.641 --> 00:39:52.422
and I'm using air quotes here,

00:39:52.581 --> 00:39:53.581
buy what we're selling.

00:39:53.922 --> 00:39:57.643
The funny part is success usually comes,

00:39:57.842 --> 00:39:58.902
the road is people.

00:39:59.402 --> 00:40:00.023
You network.

00:40:00.063 --> 00:40:01.204
This is why you're networking.

00:40:01.463 --> 00:40:02.744
The idea isn't network to

00:40:02.784 --> 00:40:04.385
have a little number under

00:40:04.425 --> 00:40:05.985
your picture on LinkedIn that's high.

00:40:06.204 --> 00:40:08.025
Look how many followers that person has.

00:40:08.306 --> 00:40:09.485
No, you're doing it wrong.

00:40:10.085 --> 00:40:11.485
I'd rather have five hundred

00:40:11.545 --> 00:40:12.226
really good tight

00:40:12.266 --> 00:40:13.166
connections that people

00:40:13.186 --> 00:40:14.146
that I get value from and

00:40:14.186 --> 00:40:15.708
give value to than five

00:40:15.748 --> 00:40:16.827
thousand people that sort

00:40:16.847 --> 00:40:17.387
of know who I am.

00:40:17.708 --> 00:40:18.527
So that's the idea,

00:40:18.568 --> 00:40:19.909
which is could we do a

00:40:19.989 --> 00:40:21.128
dinner in New York?

00:40:21.489 --> 00:40:22.289
We should do it before the

00:40:22.329 --> 00:40:23.269
summer because no one wants to.

00:40:23.429 --> 00:40:24.449
Everybody gets out of the

00:40:24.469 --> 00:40:25.030
city in the summer.

00:40:25.050 --> 00:40:25.190
Right.

00:40:25.769 --> 00:40:26.050
True.

00:40:26.170 --> 00:40:26.391
True.

00:40:26.650 --> 00:40:28.251
The west side of Manhattan.

00:40:28.271 --> 00:40:29.431
Could we do it around?

00:40:29.610 --> 00:40:30.871
And then my question is,

00:40:30.891 --> 00:40:31.811
it would be fun to do like

00:40:31.911 --> 00:40:33.672
a video session that people walk away.

00:40:33.893 --> 00:40:34.132
Listen,

00:40:34.652 --> 00:40:36.512
you got some great content video clips.

00:40:36.733 --> 00:40:37.213
They're yours.

00:40:37.313 --> 00:40:38.034
Keep them whatever.

00:40:38.914 --> 00:40:40.255
But then there's that elbow rub.

00:40:40.275 --> 00:40:41.534
Who are you sitting next to at dinner?

00:40:41.735 --> 00:40:42.416
Who are we meeting?

00:40:42.976 --> 00:40:44.456
And that person you meet in

00:40:44.556 --> 00:40:46.097
twenty twenty five in

00:40:46.137 --> 00:40:47.057
twenty twenty eight.

00:40:47.077 --> 00:40:48.018
You're like, you know what?

00:40:48.117 --> 00:40:48.918
That person, you know,

00:40:48.958 --> 00:40:50.259
we could now that person is

00:40:50.298 --> 00:40:51.519
done is doing this thing.

00:40:51.539 --> 00:40:53.101
We could connect and it's wild.

00:40:53.221 --> 00:40:55.101
So I want to try that.

00:40:55.282 --> 00:40:56.202
I think it's a good idea.

00:40:56.362 --> 00:40:57.222
I stole this idea.

00:40:57.242 --> 00:40:58.543
It's called steal this strategy.

00:40:58.802 --> 00:41:00.164
I'm stealing this idea from someone else.

00:41:01.244 --> 00:41:02.025
Picasso said.

00:41:02.929 --> 00:41:05.170
Good artists borrow, great artists steal.

00:41:05.331 --> 00:41:06.610
So that is my suggestion.

00:41:06.690 --> 00:41:09.512
Small, curated for clinic owners.

00:41:09.552 --> 00:41:10.052
It could be,

00:41:10.172 --> 00:41:13.092
I want to take ten parents in

00:41:13.112 --> 00:41:14.753
my area out for dinner.

00:41:15.713 --> 00:41:16.833
Parents of baseball players.

00:41:17.313 --> 00:41:18.474
I want to understand what

00:41:18.534 --> 00:41:19.554
travel ball is really like.

00:41:19.795 --> 00:41:20.394
Why don't you tell me?

00:41:20.675 --> 00:41:21.436
What are the problems you're

00:41:21.456 --> 00:41:21.916
seeing with it?

00:41:22.036 --> 00:41:23.476
If you want to treat baseball players.

00:41:23.835 --> 00:41:25.336
It seems like if there's no

00:41:25.376 --> 00:41:27.516
conversion at dinner, there might not be.

00:41:27.797 --> 00:41:28.797
But there could be a whole

00:41:28.818 --> 00:41:29.478
lot of conversion.

00:41:29.958 --> 00:41:31.137
down the line so that is

00:41:31.157 --> 00:41:32.438
down the line for steel

00:41:33.219 --> 00:41:36.119
slow play the slow play all

00:41:36.139 --> 00:41:36.980
right I gotta go play golf

00:41:37.159 --> 00:41:38.981
poorly so parting shots

00:41:39.280 --> 00:41:40.001
what does dave have for

00:41:40.021 --> 00:41:42.081
parting shots are you I

00:41:42.101 --> 00:41:42.742
don't want to break any

00:41:42.782 --> 00:41:43.822
rules here I have this

00:41:43.882 --> 00:41:45.063
funny post from uncaged

00:41:45.103 --> 00:41:46.822
clinician can I as my

00:41:46.842 --> 00:41:47.842
parting shot can I read

00:41:47.882 --> 00:41:49.724
this yeah and foreshadow

00:41:49.764 --> 00:41:50.724
that we will break this

00:41:50.764 --> 00:41:52.465
down and respond to it on a

00:41:52.485 --> 00:41:53.784
future episode yes do you

00:41:53.804 --> 00:41:54.565
want me to show the image

00:41:54.585 --> 00:41:55.266
is this the image that we

00:41:55.286 --> 00:41:55.826
were sharing or no

00:41:58.858 --> 00:42:00.798
The one about the cameras in the clinic?

00:42:01.039 --> 00:42:01.599
Show it real quick.

00:42:01.739 --> 00:42:02.159
Is it that?

00:42:03.061 --> 00:42:03.740
No, no, no.

00:42:04.942 --> 00:42:05.402
No, it's not.

00:42:05.422 --> 00:42:05.461
No.

00:42:05.501 --> 00:42:05.641
Okay.

00:42:05.661 --> 00:42:05.702
No,

00:42:05.842 --> 00:42:07.563
then I don't know what you're talking

00:42:07.583 --> 00:42:07.764
about.

00:42:07.784 --> 00:42:08.003
Go ahead.

00:42:08.023 --> 00:42:08.644
I didn't send it.

00:42:08.664 --> 00:42:08.905
All right.

00:42:09.065 --> 00:42:10.485
So Uncaged Clinician Facebook group.

00:42:10.885 --> 00:42:13.027
This is a post that is a

00:42:13.047 --> 00:42:13.887
little interesting and I

00:42:13.907 --> 00:42:14.889
think we could break it down.

00:42:15.309 --> 00:42:16.449
Love it.

00:42:16.489 --> 00:42:17.050
So here's the post.

00:42:18.449 --> 00:42:19.030
I worked at a private

00:42:19.070 --> 00:42:19.911
practice that had about

00:42:20.010 --> 00:42:21.172
four cameras in the open

00:42:21.211 --> 00:42:22.192
gym treatment area.

00:42:22.771 --> 00:42:24.333
I was wondering if they need

00:42:24.373 --> 00:42:25.414
to inform patients they

00:42:25.434 --> 00:42:27.434
have cameras or even the staff members.

00:42:28.175 --> 00:42:29.115
I asked because one of the

00:42:29.195 --> 00:42:30.335
owners was texting me

00:42:30.376 --> 00:42:32.077
before I was ready to leave.

00:42:32.498 --> 00:42:35.699
I ignored it as I needed to

00:42:35.719 --> 00:42:37.860
be somewhere and left the

00:42:37.920 --> 00:42:39.101
clinic after my shift.

00:42:39.440 --> 00:42:40.081
The next day,

00:42:40.822 --> 00:42:41.963
They basically used the

00:42:42.043 --> 00:42:44.605
video to tell me they saw me sitting,

00:42:45.085 --> 00:42:46.166
talking to the front desk

00:42:46.186 --> 00:42:48.106
person and looking on my phone.

00:42:48.487 --> 00:42:50.889
I told them, the owners of the practice,

00:42:51.949 --> 00:42:53.269
I told them I didn't see

00:42:53.309 --> 00:42:54.251
their text at the time,

00:42:54.851 --> 00:42:55.492
which I only saw the

00:42:55.532 --> 00:42:56.532
notification of the text,

00:42:56.932 --> 00:42:58.434
just wondering if this is legal.

00:42:59.467 --> 00:43:00.349
Now, first of all,

00:43:00.449 --> 00:43:02.110
it is legal to have in most states,

00:43:02.150 --> 00:43:02.550
I think,

00:43:03.030 --> 00:43:05.733
to have cameras in the open gym area.

00:43:06.313 --> 00:43:07.715
And maybe they require a

00:43:07.775 --> 00:43:08.934
certain sign or it's just

00:43:09.016 --> 00:43:10.277
it's in the open area.

00:43:10.297 --> 00:43:11.838
We're not talking about the private rooms,

00:43:11.858 --> 00:43:14.199
which I think is not legal

00:43:14.280 --> 00:43:16.300
or you need like written or

00:43:16.380 --> 00:43:18.342
express consideration or whatever.

00:43:19.324 --> 00:43:19.543
But.

00:43:21.202 --> 00:43:22.483
that's the post.

00:43:22.503 --> 00:43:23.083
I, we don't have time.

00:43:23.103 --> 00:43:24.664
You got to run, but that's something,

00:43:24.684 --> 00:43:25.045
that's something,

00:43:25.065 --> 00:43:26.206
that's something for all of

00:43:26.246 --> 00:43:26.726
us to break down.

00:43:26.746 --> 00:43:27.646
It made me think, you know,

00:43:27.666 --> 00:43:28.467
when there's like a hockey

00:43:28.487 --> 00:43:30.027
game or an NFL game and

00:43:30.047 --> 00:43:30.989
there's like a call and

00:43:31.009 --> 00:43:32.309
then they just like automatically,

00:43:32.349 --> 00:43:34.050
like they're like, here's the play.

00:43:34.351 --> 00:43:35.110
And they bring in some

00:43:35.150 --> 00:43:37.032
retired referee and they're like,

00:43:37.072 --> 00:43:37.873
what do you, and they're like,

00:43:38.012 --> 00:43:38.914
before the call is made,

00:43:38.934 --> 00:43:41.094
we need a lawyer on speed

00:43:41.135 --> 00:43:43.936
diet and be like, okay, Hey,

00:43:43.956 --> 00:43:45.056
we're talking, what's the deal?

00:43:45.077 --> 00:43:46.077
And they're gonna be like, all right, well,

00:43:46.097 --> 00:43:46.858
what state is it?

00:43:46.898 --> 00:43:47.759
I need to see where the camera,

00:43:47.778 --> 00:43:48.760
like we need like real,

00:43:49.744 --> 00:43:51.244
So I'll just preface this by saying,

00:43:51.846 --> 00:43:53.447
I'll hold my take, but I have a hot,

00:43:53.507 --> 00:43:55.289
I have a very hot take on that.

00:43:55.349 --> 00:43:56.650
I want to just go right in there too.

00:43:56.670 --> 00:43:57.530
We'll do it, Tony.

00:43:57.630 --> 00:43:58.632
All right.

00:43:58.652 --> 00:44:02.235
Parting shot is pick your heart, you know,

00:44:02.275 --> 00:44:03.376
and it could be, listen,

00:44:03.436 --> 00:44:04.577
I want to go work for a big clinic.

00:44:04.697 --> 00:44:05.119
I want to have,

00:44:05.518 --> 00:44:06.239
I know I'm going into that

00:44:06.260 --> 00:44:07.019
with less flexibility,

00:44:07.039 --> 00:44:07.780
but more stability.

00:44:08.021 --> 00:44:08.942
We'll want to have a lot of

00:44:08.981 --> 00:44:10.222
flexibility with no stability.

00:44:10.443 --> 00:44:11.824
This is hips and shoulders.

00:44:11.844 --> 00:44:12.965
I did hips and shoulders.

00:44:12.985 --> 00:44:13.525
This is a shoulder.

00:44:13.606 --> 00:44:14.007
This is a hip.

00:44:14.067 --> 00:44:14.967
I know, but Joyce, I promise.

00:44:15.387 --> 00:44:16.989
But understand what it is

00:44:17.028 --> 00:44:17.949
before you get into it.

00:44:17.989 --> 00:44:19.190
Because if you get into it, you're like,

00:44:19.210 --> 00:44:20.130
this isn't what I thought.

00:44:20.471 --> 00:44:21.190
You didn't ask.

00:44:21.570 --> 00:44:22.291
These things are very

00:44:22.351 --> 00:44:23.371
obvious and very transparent.

00:44:23.391 --> 00:44:23.992
If you're going to work for

00:44:24.012 --> 00:44:24.793
a big organization,

00:44:25.052 --> 00:44:26.594
there's some flexibility in

00:44:26.653 --> 00:44:29.675
terms of growth and a lot of stability.

00:44:29.695 --> 00:44:31.476
So you're sacrificing one for another.

00:44:31.556 --> 00:44:32.556
And there's a happy medium.

00:44:32.597 --> 00:44:35.518
And which one is good depends on you.

00:44:36.278 --> 00:44:38.039
Your great might be my awful

00:44:38.099 --> 00:44:38.840
and vice versa.

00:44:39.101 --> 00:44:40.882
So understand, pick your hard.

00:44:42.001 --> 00:44:42.943
All this stuff's going to be hard.

00:44:43.847 --> 00:44:44.387
It's going to be a lot

00:44:44.407 --> 00:44:45.509
easier to stomach and get

00:44:45.528 --> 00:44:47.250
out of bed and do when you

00:44:47.309 --> 00:44:48.351
like that particular heart.

00:44:49.331 --> 00:44:50.753
Tony is back and he'll be

00:44:50.773 --> 00:44:52.733
wearing his papal helmet

00:44:52.773 --> 00:44:55.054
since he has apparently been elected.

00:44:56.315 --> 00:44:58.938
He's been elected Pope.

00:44:59.418 --> 00:45:01.559
He is touching up the Sistine Chapel,

00:45:01.619 --> 00:45:02.320
it looks like there.

00:45:02.340 --> 00:45:04.402
He's just putting touches on the artwork.

00:45:05.762 --> 00:45:07.864
Or as I saw someone do in a

00:45:08.003 --> 00:45:09.505
comment of that photo, they were like,

00:45:09.784 --> 00:45:11.065
is this a subtle ad for

00:45:11.166 --> 00:45:11.947
nose hair trimmers?

00:45:11.967 --> 00:45:12.987
Because you nailed it.

00:45:13.047 --> 00:45:13.748
Like, so I think.

00:45:15.030 --> 00:45:15.710
We wish you well.

00:45:15.931 --> 00:45:17.233
Have fun at the Capitol there.

00:45:17.514 --> 00:45:19.538
And we'll see you guys on Tuesday.

00:45:19.617 --> 00:45:21.041
And I will report how many

00:45:21.081 --> 00:45:22.664
golf balls I lost at this

00:45:22.704 --> 00:45:23.244
golf tournament.