Would You Like to Supersize Your Practice?

WEBVTT

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Any lag on my side?

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Maritato,

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Dave Kittle, and Jimmy McKay.

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All right, good morning.

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PT Breakfast Club here live on a Tuesday.

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What do McDonald's burgers, cruise ships,

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and smart bird feeders have to do with

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physical therapy?

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We're going to explain.

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This week,

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we're serving up profit lessons,

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untapped niches.

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some real fake sponsors,

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do the math on that.

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And one bird feeder that might explain the

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cash pay crisis.

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Let's start by paying some of the,

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by paying some of the bills.

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We've got to get one of our sponsors.

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Welcome to the show.

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CPT sauce,

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the only FDA questionable condiment

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designed for physical therapists.

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Whether you're applying manual therapy,

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neuro re-ed,

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or aggressively nodding along during a

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soap note,

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one squirt of CPT sauce instantly makes it

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billable.

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choose from thrilling flavors like nine

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seven one one oh jalapeno justification

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and therapeutic ranch warning may cause

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spontaneous audits cpt sauce because

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ketchup doesn't reimburse now is there an

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image there's no image that came up there

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was i got i gotta get better at

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um there it is cpt sauce there it

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is one squirt instantly billable tell me

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you wouldn't buy a case of these we've

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even got we've even got billing facts

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jalapeno justification neuro ketchup

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re-add therapeutic activities uh billing

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breakdown purse these are all units per

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squirt per squirt is what we're doing here

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uh we gotta start off with a laugh

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right we if we don't laugh we're just

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gonna cry so good morning to you guys

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how we doing good morning dave i'm sorry

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for your morning good morning your birds

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then the brutal loss is my i know

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i had connection issues last week my it's

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Is my connection all right,

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or is it lagged?

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Let me know.

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You're good now.

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Yeah, yours is random.

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I don't think yours is an equipment issue.

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I mean, you're in New York.

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There's a lot of people on the same

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straw with the Wi-Fi, I imagine, there.

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I imagine Wi-Fi works a lot like straws,

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but I'm sure there's technology people out

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there saying it's not actually how it

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works.

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Let's talk burgers and fries and CPT

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codes.

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I started with sauce.

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What you'll start to see now is the

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sponsors will have something to do with

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the story, like sauce.

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And then Tony was on LinkedIn and you

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did, I think it was a three-part series,

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three posts.

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I'll bring them up on screen.

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We can go through them and I'll set

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the stage.

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You pretty much said McDonald's built its

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empire by engineering the profit inside a

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single meal.

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there's that famous line, I think B.J.

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Novak talking to Michael Keaton in the

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McDonald's movie where they're saying,

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do you want one fourteenth of a burger,

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the price of a burger,

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or do you want to own the land

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that the burger is cooked on?

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That's the first time I ever heard of

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that idea.

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I didn't know that.

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I was just a random dude the first

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time I saw that movie.

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I was like, oh,

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I would want that one.

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Can I have that one?

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A great non-line acting moment is when

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Michael Keaton is sitting there listening

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to B.J.

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Novak

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And he's in the position of power,

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Michael Keaton.

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He's the boss.

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And he's got BJ and he's recognizing this

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kid's right.

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And he's like doing the math of like,

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where could this go?

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Or what would this look like?

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And that's when McDonald's,

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that's the moment McDonald's was born.

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It's not when the first restaurant,

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when Dick and Rick, Dick and Ray,

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Dick and whoever the McDonald brothers

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were.

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So, Tony, I'll bring it up on screen,

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but I'll bring up part one.

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Or is there a part you want me

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to bring up?

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You have three.

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No, no, it doesn't matter.

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The big picture is we've all talked about

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it.

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OK, McDonald's is not a food company.

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It's a real estate company.

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They make their their money on real

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estate.

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I think everybody watching this episode

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has heard that back story.

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But what I wanted to do was I

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wanted to understand how the individual

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franchisee,

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the actual restaurant makes money.

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Like, how do they afford to operate?

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How do they continue to work?

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And so I'm using ChatGPT and we're going

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back and forth and we're talking about

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these ideas of, you know, profit models,

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business models.

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And I'm like, OK.

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I've heard the beverage is where the

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profit is.

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Tell me more about this.

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I didn't realize that the fries were a

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high profit, high margin part of it.

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But the thing that really kind of broke

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the paradigm for me was the value meal.

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And I was like, oh,

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this is totally making sense now.

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When you think about the value meal and

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how they brought the hamburger,

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which is basically not very profitable.

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And I compare the hamburger to the manual

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therapy because the hamburger is the

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protein.

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If you're looking at this as a solution

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to hunger,

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the protein is the solution to hunger.

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I've got a hunger problem.

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I need a fast solution.

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I go buy protein.

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the cheapest,

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most effective solution to that is I buy

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the hamburger.

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That's the manual therapy.

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It's low profit,

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high workload takes the most cost in terms

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of sourcing the meat,

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sourcing the resources,

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heating the burger,

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doing all the things that the employee has

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to do.

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Um,

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But then you say, well,

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how do I get more high profit items

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sold?

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Nobody's going to buy two and three drinks

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with a burger.

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So you say, okay,

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I'm going to make the value meal where

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I sell two high profit with one low

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profit.

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I sell the drink and the fries along

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with the burger.

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And then you go into Super Size Me,

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which I don't even think they have

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anymore.

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Do they still have Super Size?

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I don't think so.

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No, I don't think so.

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Because that movie was so effective,

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Super Size Me.

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Yeah,

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I think it completely destroyed like a

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huge profit center.

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So then you say, okay, Super Size,

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what does that do?

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Well, it increases the size of the drink.

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It increases the size of the fries.

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Both of these are high profit items and

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it does nothing to change the size of

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the lowest profit item,

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which is the burger.

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So it was like magic when I saw

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this.

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And then, of course,

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you start comparing it to, OK,

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I know practices today who love manual

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therapy,

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who are doing two and three units of

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manual therapy in a sixty minute session

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and just throwing a unit of exercise in

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there.

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They're basically saying, hey,

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I'm going to sell you three burgers and

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one set of fries, one thing of fries,

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as opposed to.

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really optimizing around understanding

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what is clinically effective.

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I think when we look at the research,

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and this is where every PT has to

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go back to,

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we look at the research and we say,

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okay,

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is manual therapy in general more

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effective than therapeutic activity?

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I don't think the research says that it

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is.

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So we say,

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why would I deliver something low profit,

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high workload, high burden,

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high cost of attention and focus and

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resources when I've got something else

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that's probably supported just as much,

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if not more,

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in the clinical research to be effective

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to achieve the goal?

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And like, thirty percent higher revenue,

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I'm going to say one hundred percent

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higher profit because there is a bigger

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margin there.

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When we look at a treatment,

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a treatment is effectively a value meal.

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We can optimize for efficiency in that

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value meal,

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especially in a third party payer system

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like I have.

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I mean, it's called a value meal.

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As soon as you said that,

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I was like, oh, wait a second.

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It's been there in plain sight the whole

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time.

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It's like, but this has value.

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Number one, tell the person it has value.

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How do you do that?

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Put it in their name, right?

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That's smart.

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Oh, I'm seeing these things now.

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It's been there in plain sight.

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If you just sold me burgers, fries,

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and sodas or shakes separately,

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that's a whole conspiracy theory, right?

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Those things separately...

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are worth X,

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but you combine them and they are worth

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more than the sum of their parts because

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it's solving a complete hunger problem.

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Netflix doesn't solve a movie problem.

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It solves a boredom problem.

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Understand what problem you're solving

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first.

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Now,

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I want to hear from Dave before I

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mention what one of the comments were on

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LinkedIn.

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So the thing that resonated with me with

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this, first of all,

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is that all these fast food places,

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it was like you kind of you drive

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up to the window or you walk into

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the place historically.

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Let's let's say for decades.

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Right.

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And you just pick one item.

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You pick two items, three items, whatever.

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And the customer was in the lane of

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decision in terms of like what they were

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actually going to get.

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And whenever I don't know with your

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research,

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did you come across when when McDonald's

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rolled out the value meal?

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I'm just curious as to when that was.

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I'll look that up.

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So the fact that they then said like

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they almost like what what other place

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does this?

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Like you go to a restaurant and they're

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not going to they'll tell you like, hey,

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we have some specials and here's oh,

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you're new here.

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You've never been here before.

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Here here's the you know,

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here's here's where the drinks are on the

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menu.

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Here's the appetizers.

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This appetizer,

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this flatbread is popular or whatever.

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But you go to any restaurant,

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and there's not usually a condensed meal

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unless it's one of those pre-fee menus.

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That is different,

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but then that's obviously usually higher

00:09:38.610 --> 00:09:38.932
ticket.

00:09:39.231 --> 00:09:40.873
The fact that McDonald's kind of took that

00:09:40.893 --> 00:09:41.693
whole approach and was like,

00:09:41.894 --> 00:09:43.596
we're going to package this meal for you.

00:09:43.936 --> 00:09:46.038
Value meal is one of the most genius

00:09:46.057 --> 00:09:46.998
things, I think,

00:09:47.158 --> 00:09:49.120
almost of all time in fast food,

00:09:49.159 --> 00:09:49.941
to name it that.

00:09:50.421 --> 00:09:50.822
Apparently,

00:09:50.841 --> 00:09:51.903
we have to give credit where credit is

00:09:51.942 --> 00:09:52.123
due.

00:09:53.750 --> 00:09:54.370
It was Wendy's.

00:09:54.509 --> 00:09:55.451
Wendy's did it in.

00:09:55.730 --> 00:09:56.792
Nineteen eighty nine.

00:09:59.394 --> 00:09:59.575
Yeah.

00:09:59.654 --> 00:10:00.355
Not that long ago.

00:10:00.394 --> 00:10:00.655
Okay.

00:10:01.076 --> 00:10:02.876
And then McDonald's followed suit in

00:10:02.917 --> 00:10:03.298
ninety one.

00:10:03.317 --> 00:10:05.440
So there's also.

00:10:06.340 --> 00:10:07.441
There's also something else.

00:10:07.480 --> 00:10:08.481
So in the nineties.

00:10:08.562 --> 00:10:09.243
The thing that.

00:10:10.250 --> 00:10:12.873
got me or my family to go to

00:10:12.893 --> 00:10:14.293
McDonald's, there was something,

00:10:14.374 --> 00:10:15.796
there was something that was a hook.

00:10:15.956 --> 00:10:17.418
There was something that was a magnet.

00:10:17.837 --> 00:10:18.879
What am I referring to?

00:10:18.918 --> 00:10:20.260
Do you guys, do you guys know?

00:10:20.301 --> 00:10:20.660
Yeah.

00:10:22.383 --> 00:10:22.982
Three prizes.

00:10:23.023 --> 00:10:23.563
Happy meal.

00:10:24.043 --> 00:10:25.225
The happy meal.

00:10:26.046 --> 00:10:28.668
also a meal, also a meal, happy meal,

00:10:28.847 --> 00:10:29.389
value meal,

00:10:29.609 --> 00:10:31.230
value meal for the adults who understand

00:10:31.250 --> 00:10:31.950
the word value.

00:10:32.230 --> 00:10:34.052
Happy meal is like,

00:10:34.131 --> 00:10:35.533
I get a toy that's valuable to me.

00:10:35.552 --> 00:10:36.774
I don't know what the word value means,

00:10:36.833 --> 00:10:37.453
but I,

00:10:37.474 --> 00:10:38.875
I see a toy on a commercial and

00:10:38.914 --> 00:10:40.076
the kids are like, mommy, daddy,

00:10:40.096 --> 00:10:40.275
I want to,

00:10:40.296 --> 00:10:42.618
I want to go to McDonald's another genius

00:10:42.677 --> 00:10:43.018
layer.

00:10:43.278 --> 00:10:45.440
Obviously the food has been proven to be

00:10:45.500 --> 00:10:46.480
horrific and horrible.

00:10:46.760 --> 00:10:47.900
I know Tony still goes there a little

00:10:47.921 --> 00:10:48.761
bit, but you know,

00:10:49.721 --> 00:10:51.422
once a week or twice a month or

00:10:51.442 --> 00:10:51.741
whatever.

00:10:51.802 --> 00:10:54.082
But in general, like, yeah,

00:10:54.263 --> 00:10:54.863
I don't go there.

00:10:54.942 --> 00:10:57.344
But they've done so many things that, yes,

00:10:57.484 --> 00:10:57.903
absolutely,

00:10:57.943 --> 00:10:59.563
we could model in physical therapy and

00:10:59.604 --> 00:10:59.984
healthcare.

00:11:00.344 --> 00:11:01.784
And they wrap it in a box.

00:11:01.965 --> 00:11:03.764
What kid doesn't like opening a present?

00:11:03.825 --> 00:11:04.264
I mean, like,

00:11:04.345 --> 00:11:05.884
now you're seeing it when you're like,

00:11:06.025 --> 00:11:06.985
why do they do that?

00:11:08.645 --> 00:11:09.826
Very few accidents.

00:11:09.966 --> 00:11:12.086
Very few were not doing this on purpose.

00:11:13.986 --> 00:11:14.966
Rest in peace, Dave Thomas,

00:11:15.006 --> 00:11:16.447
the realest OG in the fast food game.

00:11:16.488 --> 00:11:16.888
It's not a...

00:11:18.464 --> 00:11:19.465
I have got a couple of Dave Thomas

00:11:19.485 --> 00:11:21.927
stories that I'll tell later before we're

00:11:21.947 --> 00:11:22.527
done with the segment.

00:11:22.547 --> 00:11:26.230
But understand what business you're in.

00:11:26.470 --> 00:11:27.591
And I don't know,

00:11:27.630 --> 00:11:30.592
but I think all of us probably agree

00:11:30.653 --> 00:11:33.075
there are people in our profession who

00:11:33.095 --> 00:11:37.116
would turn their noses up at the thought

00:11:37.238 --> 00:11:38.778
of doing any of these things in their

00:11:38.818 --> 00:11:41.520
practice because I am an autonomous

00:11:41.581 --> 00:11:42.341
practitioner.

00:11:43.081 --> 00:11:44.743
And I want to stress this.

00:11:44.982 --> 00:11:46.163
We're not asking you to do that.

00:11:47.442 --> 00:11:49.705
If you don't exist three years from now,

00:11:49.784 --> 00:11:53.087
you help no one understand the physics of

00:11:53.107 --> 00:11:54.370
the games that we're in.

00:11:54.509 --> 00:11:55.169
We're in a game,

00:11:55.250 --> 00:11:56.250
whether you like it or not.

00:11:56.511 --> 00:11:57.832
And you do not like the fact that

00:11:57.852 --> 00:11:58.734
I'm calling it a game.

00:11:59.374 --> 00:12:01.596
It is like economists use things called

00:12:01.655 --> 00:12:02.918
game theory for a reason.

00:12:04.339 --> 00:12:05.200
Oh, man.

00:12:05.440 --> 00:12:06.780
So many thoughts now.

00:12:06.921 --> 00:12:07.120
How?

00:12:07.282 --> 00:12:07.721
Yeah.

00:12:08.081 --> 00:12:08.403
Wow.

00:12:08.442 --> 00:12:09.724
A lot of thoughts going on here.

00:12:10.562 --> 00:12:11.323
So real quick,

00:12:11.783 --> 00:12:13.904
I think it was Garrett on LinkedIn had

00:12:13.985 --> 00:12:15.566
shared a post saying, you know,

00:12:15.586 --> 00:12:17.047
he appreciates the analogy.

00:12:17.668 --> 00:12:20.208
The trouble is where it falls apart is

00:12:20.629 --> 00:12:21.750
physical therapy.

00:12:22.410 --> 00:12:24.192
It's, you know, a higher cost.

00:12:24.471 --> 00:12:27.234
It's more you're relying on professionals,

00:12:27.274 --> 00:12:28.554
licensed professionals,

00:12:29.596 --> 00:12:33.018
the regulator on how much volume you can

00:12:33.057 --> 00:12:33.197
do.

00:12:33.238 --> 00:12:34.599
Like McDonald's,

00:12:35.058 --> 00:12:36.961
it's all about how many people can come

00:12:37.000 --> 00:12:38.942
through the drive-thru or the door.

00:12:39.001 --> 00:12:40.001
Throughput.

00:12:40.022 --> 00:12:40.101
Yeah.

00:12:40.123 --> 00:12:40.322
Throughput.

00:12:40.342 --> 00:12:40.423
Yeah.

00:12:40.442 --> 00:12:41.302
Physical therapy.

00:12:41.383 --> 00:12:41.923
It's all right.

00:12:41.982 --> 00:12:43.604
You have a limit on how many units

00:12:43.644 --> 00:12:44.845
can be delivered in a day.

00:12:44.884 --> 00:12:46.585
You have a limit on how many licensed

00:12:46.625 --> 00:12:48.005
professionals you can bring into the

00:12:48.066 --> 00:12:48.625
business.

00:12:48.725 --> 00:12:52.327
Like you need scale to make the McDonald's

00:12:52.508 --> 00:12:53.448
formula work.

00:12:54.349 --> 00:12:56.669
You don't have that capacity for scale in

00:12:56.690 --> 00:12:58.010
a physical therapy business.

00:12:58.051 --> 00:12:59.490
And I totally agree.

00:12:59.671 --> 00:13:01.052
Totally agree with everything that he

00:13:01.072 --> 00:13:02.091
said.

00:13:02.111 --> 00:13:02.913
I said, but.

00:13:03.697 --> 00:13:05.657
you're looking at physical therapy through

00:13:05.697 --> 00:13:07.457
the lens of where we've been,

00:13:08.217 --> 00:13:11.178
now bring in Hinge Health, Sword Health,

00:13:11.599 --> 00:13:12.938
bring in new models,

00:13:13.019 --> 00:13:15.379
bring in old models that might come back

00:13:15.480 --> 00:13:17.960
where the physical therapist just does the

00:13:18.000 --> 00:13:19.860
evaluation, develops the plan of care,

00:13:20.240 --> 00:13:23.280
and then an unlicensed but trained by you

00:13:23.660 --> 00:13:26.241
individual actually delivers the service.

00:13:26.621 --> 00:13:29.923
As we're moving toward more beneficiaries

00:13:29.962 --> 00:13:31.383
paying more out of pocket,

00:13:32.043 --> 00:13:33.985
I think we look at new models,

00:13:34.065 --> 00:13:36.168
alternative ways of delivering the

00:13:36.227 --> 00:13:36.687
service.

00:13:37.408 --> 00:13:37.909
Once again,

00:13:37.950 --> 00:13:40.633
McDonald's is about solving the hunger

00:13:40.673 --> 00:13:41.774
problem quickly.

00:13:42.294 --> 00:13:43.956
It's not about serving you the best

00:13:43.996 --> 00:13:46.538
possible beef and the best possible bread.

00:13:46.599 --> 00:13:47.399
It's not about...

00:13:48.100 --> 00:13:48.640
Yeah, it's not.

00:13:48.721 --> 00:13:48.961
Yeah,

00:13:48.980 --> 00:13:51.542
it's not sourdough that was aged forty

00:13:51.601 --> 00:13:53.543
eight hours before it was put into an

00:13:53.602 --> 00:13:54.582
artisan's oven.

00:13:55.062 --> 00:13:57.083
It was about solving my hunger problem

00:13:57.124 --> 00:13:58.864
quickly so I can continue to work.

00:13:59.024 --> 00:14:01.404
That's that's what it's about for a lot

00:14:01.445 --> 00:14:02.625
of people, me included.

00:14:02.644 --> 00:14:03.184
Yeah.

00:14:03.225 --> 00:14:04.905
So I agree with what he's saying,

00:14:05.405 --> 00:14:07.546
but I think he's holding the standard of

00:14:07.706 --> 00:14:09.746
where physical therapy has always been.

00:14:10.726 --> 00:14:12.607
And I don't think that's where we're going

00:14:12.628 --> 00:14:12.888
to be.

00:14:15.125 --> 00:14:17.265
I was going to not nitpick,

00:14:17.285 --> 00:14:18.447
but he was saying first is hiring

00:14:18.547 --> 00:14:19.447
unskilled environments.

00:14:19.488 --> 00:14:20.827
Labor is abundant and replaceable.

00:14:20.908 --> 00:14:21.749
If someone walks out,

00:14:21.769 --> 00:14:22.828
another person can be hired quickly.

00:14:22.908 --> 00:14:24.789
I thought we had so many PTs,

00:14:25.770 --> 00:14:27.110
but labor was easy to get.

00:14:27.171 --> 00:14:28.532
You just had to pay them, right?

00:14:28.552 --> 00:14:29.211
Isn't that the issue?

00:14:29.231 --> 00:14:30.432
It's not like we can't find PTs.

00:14:30.452 --> 00:14:31.833
You have to pay them.

00:14:32.094 --> 00:14:34.394
So it's the cost of labor, right?

00:14:34.955 --> 00:14:37.277
It's not the abundance or lack of

00:14:37.297 --> 00:14:37.716
abundance.

00:14:38.966 --> 00:14:40.067
it's going to sound like I'm changing

00:14:40.107 --> 00:14:41.148
topics, but I'm not.

00:14:41.788 --> 00:14:43.568
Do you ever hear me talk to a

00:14:43.609 --> 00:14:46.490
guy named Yanni Corey, Next Step Fitness?

00:14:48.510 --> 00:14:49.431
I'll give you the quick and dirty.

00:14:49.510 --> 00:14:50.131
Met Yanni.

00:14:50.152 --> 00:14:52.251
Actually, Sky Donovan,

00:14:52.272 --> 00:14:53.332
one of my professors, was like,

00:14:53.373 --> 00:14:54.913
there's a guy in Georgetown right now for

00:14:54.952 --> 00:14:55.273
a talk.

00:14:55.594 --> 00:14:57.714
Drive across the river and meet him.

00:14:57.734 --> 00:15:00.394
Yanni dove into a wave after college

00:15:00.556 --> 00:15:02.275
playing beach volleyball,

00:15:02.336 --> 00:15:03.557
dove into a wave, hit a sandbar,

00:15:03.616 --> 00:15:04.236
spinal cord injury.

00:15:05.443 --> 00:15:09.166
Yanni needed this much neuro PT,

00:15:09.385 --> 00:15:10.506
but his insurance gave him,

00:15:10.687 --> 00:15:11.528
and I was going to shock you,

00:15:11.707 --> 00:15:12.668
this much neuro PT.

00:15:12.769 --> 00:15:12.908
Now,

00:15:12.948 --> 00:15:15.389
Yanni had the means and the network to

00:15:15.429 --> 00:15:15.850
say, no,

00:15:15.870 --> 00:15:17.792
we're going to move him to Connecticut.

00:15:17.851 --> 00:15:20.452
And he worked with this amazing neuro PT

00:15:20.493 --> 00:15:22.554
for a crazy amount of time and was

00:15:22.615 --> 00:15:24.216
able to get a lot of function back.

00:15:24.676 --> 00:15:26.116
But he sat there and was like, dude,

00:15:26.136 --> 00:15:26.956
I'm in the one percent.

00:15:27.238 --> 00:15:28.258
No one else is doing this.

00:15:28.798 --> 00:15:30.239
And then he figured out now he's not

00:15:30.278 --> 00:15:31.580
a PT, but he's like, oh,

00:15:31.600 --> 00:15:32.541
this system sucks.

00:15:33.751 --> 00:15:34.893
So he did something similar.

00:15:35.192 --> 00:15:36.092
He was like, well,

00:15:36.113 --> 00:15:37.254
how do I get the cost down?

00:15:37.274 --> 00:15:37.354
Well,

00:15:37.374 --> 00:15:40.456
the problem is PTs in a way that

00:15:40.956 --> 00:15:41.297
we can.

00:15:41.697 --> 00:15:42.476
I agree with Yanni,

00:15:42.878 --> 00:15:43.918
but he gets a lot of heat.

00:15:44.357 --> 00:15:45.859
So what he wants to do, his big,

00:15:45.899 --> 00:15:46.220
hairy,

00:15:46.299 --> 00:15:48.321
audacious goal is he wants one of his

00:15:48.360 --> 00:15:50.741
facilities in every single major city in

00:15:50.782 --> 00:15:51.082
the world.

00:15:51.123 --> 00:15:52.163
He's got like nine right now.

00:15:52.503 --> 00:15:53.264
Next step fitness.

00:15:54.004 --> 00:15:56.466
So he builds a gym, a gym.

00:15:57.482 --> 00:16:00.125
filled with all the neuro equipment that

00:16:00.166 --> 00:16:00.907
like, so, you know,

00:16:01.027 --> 00:16:02.788
FES bikes and all the things that neuro

00:16:02.948 --> 00:16:04.051
people know better than me.

00:16:05.250 --> 00:16:06.890
But he can't put PTs in it because

00:16:07.150 --> 00:16:08.552
that screws the model.

00:16:09.153 --> 00:16:10.533
So what he does is he brings a

00:16:10.594 --> 00:16:13.836
PT in to train the trainers, to train,

00:16:14.015 --> 00:16:14.755
and I'm using air quotes,

00:16:14.895 --> 00:16:15.797
less skilled people.

00:16:16.076 --> 00:16:18.379
They gain skill because a PT just touched

00:16:18.399 --> 00:16:19.980
them and trained them and comes in to

00:16:20.080 --> 00:16:20.480
oversee.

00:16:20.720 --> 00:16:22.260
But if it was one-on-one PT,

00:16:22.480 --> 00:16:25.082
Yanni's model does not work.

00:16:25.302 --> 00:16:27.445
So Yanni's in the solving the problem

00:16:27.485 --> 00:16:27.924
business,

00:16:28.325 --> 00:16:29.966
not in the making people happy business,

00:16:30.005 --> 00:16:31.226
making PTs happy business.

00:16:31.547 --> 00:16:32.327
So that's what he does.

00:16:32.951 --> 00:16:34.653
So, Dave, I'm just curious.

00:16:34.714 --> 00:16:37.255
Do you ever have scenarios where you go

00:16:37.355 --> 00:16:39.619
in and train the trainer of your client?

00:16:40.600 --> 00:16:41.340
Oh, that's interesting.

00:16:41.379 --> 00:16:42.822
No, no, no.

00:16:43.361 --> 00:16:44.803
Because because because how am I going to

00:16:44.984 --> 00:16:45.585
why would I do that?

00:16:45.605 --> 00:16:46.566
How am I going to make money off

00:16:46.586 --> 00:16:46.725
that?

00:16:48.898 --> 00:16:49.318
I would imagine.

00:16:49.359 --> 00:16:50.519
You know I'm a nice guy.

00:16:50.539 --> 00:16:51.240
You know I'm a mensch,

00:16:51.260 --> 00:16:52.721
but I need to make some money.

00:16:52.981 --> 00:16:55.684
I'm not going to train the trainer with

00:16:56.465 --> 00:16:57.886
physical therapy skills and then be like,

00:16:57.966 --> 00:16:58.466
all right, see you,

00:16:58.648 --> 00:17:00.408
and then go make money off this client.

00:17:00.548 --> 00:17:01.791
Wait, wait, wait.

00:17:01.811 --> 00:17:02.991
I have a production company that helps

00:17:03.011 --> 00:17:04.613
people launch YouTube and podcast

00:17:04.653 --> 00:17:04.973
channels,

00:17:05.034 --> 00:17:06.555
but I have no problem if someone's like,

00:17:06.575 --> 00:17:08.717
can you just come into APTA Home Health

00:17:09.076 --> 00:17:09.577
and teach us?

00:17:09.637 --> 00:17:10.117
I go, yes,

00:17:10.157 --> 00:17:11.219
but it's going to cost you this.

00:17:11.880 --> 00:17:12.400
And then I'm like,

00:17:12.539 --> 00:17:13.740
it's four days worth of work.

00:17:14.061 --> 00:17:14.481
And then I go,

00:17:14.501 --> 00:17:15.281
if you're going to do it,

00:17:15.461 --> 00:17:16.042
have a great,

00:17:16.242 --> 00:17:17.284
and you're going to do it well,

00:17:17.624 --> 00:17:18.183
have a great time.

00:17:18.284 --> 00:17:19.444
I charge them for that.

00:17:19.464 --> 00:17:20.986
That's like Con Ed.

00:17:21.026 --> 00:17:21.586
That's Con Ed.

00:17:22.787 --> 00:17:26.170
Is there a portion of your, Dave,

00:17:26.309 --> 00:17:28.010
is there a portion of your existing

00:17:28.050 --> 00:17:31.073
clientele over the years that has their

00:17:31.173 --> 00:17:33.433
own personal trainer already before they

00:17:33.473 --> 00:17:34.075
came to you?

00:17:34.736 --> 00:17:35.356
Yes, of course.

00:17:35.817 --> 00:17:36.077
Yeah.

00:17:36.097 --> 00:17:37.058
So, I mean,

00:17:37.199 --> 00:17:39.321
I go back to like when I was

00:17:39.481 --> 00:17:41.744
on Siesta Key in Sarasota and we had

00:17:41.765 --> 00:17:43.708
a clientele of high net worth.

00:17:44.188 --> 00:17:45.150
They all had trainers.

00:17:45.190 --> 00:17:46.290
They all have professionals.

00:17:46.330 --> 00:17:47.673
They had gyms in their office.

00:17:47.692 --> 00:17:48.934
They had gyms in their home.

00:17:49.796 --> 00:17:51.278
And one of the things it was like

00:17:51.317 --> 00:17:52.558
its own service.

00:17:53.220 --> 00:17:54.361
was, okay,

00:17:54.580 --> 00:17:56.561
you already have the infrastructure.

00:17:57.182 --> 00:17:59.022
I will come in, like Jimmy said,

00:17:59.083 --> 00:18:00.824
for an elevated fee,

00:18:01.324 --> 00:18:04.164
and I will train your trainer to carry

00:18:04.365 --> 00:18:05.806
out your program.

00:18:06.246 --> 00:18:07.527
We would do this when we were in

00:18:07.547 --> 00:18:09.627
a CrossFit gym or doing anything in a

00:18:09.667 --> 00:18:10.288
fitness center.

00:18:10.907 --> 00:18:12.367
The personal trainers had good

00:18:12.448 --> 00:18:14.229
relationships with the clients already.

00:18:14.709 --> 00:18:16.169
They didn't want to disrupt that

00:18:16.209 --> 00:18:17.029
relationship.

00:18:17.049 --> 00:18:18.990
So we would come in kind of as

00:18:19.069 --> 00:18:21.431
its own program to say, okay,

00:18:21.471 --> 00:18:23.270
this is a layer between what you've been

00:18:23.310 --> 00:18:25.071
doing and what you need to do for

00:18:25.092 --> 00:18:26.211
this particular client.

00:18:26.652 --> 00:18:29.153
We train the trainer and then the trainer

00:18:29.173 --> 00:18:30.393
would carry out the sessions.

00:18:30.452 --> 00:18:30.772
Yes,

00:18:30.833 --> 00:18:34.934
we would lose like the value of doing

00:18:34.974 --> 00:18:36.394
the sessions with the client,

00:18:36.414 --> 00:18:38.536
but we would gain the shorter term,

00:18:38.756 --> 00:18:39.695
higher profit.

00:18:40.336 --> 00:18:41.477
of just training the trainer.

00:18:41.497 --> 00:18:42.757
Yeah.

00:18:42.777 --> 00:18:44.938
So I would, I would be,

00:18:44.958 --> 00:18:45.657
I would be open to,

00:18:45.718 --> 00:18:46.999
are you saying just the evaluation?

00:18:47.019 --> 00:18:48.378
So the physical therapist goes in just for

00:18:48.398 --> 00:18:49.619
the eval and,

00:18:49.759 --> 00:18:51.220
and evaluates the client or maybe,

00:18:51.339 --> 00:18:52.480
maybe a visit or two or what are

00:18:52.500 --> 00:18:52.820
we talking about?

00:18:52.840 --> 00:18:55.281
Maybe, maybe value mail it.

00:18:55.321 --> 00:18:55.481
Yeah.

00:18:55.521 --> 00:18:56.962
You get an eval in like two or

00:18:57.002 --> 00:18:59.963
three visits and then a consult,

00:19:00.084 --> 00:19:01.304
a consult evaluation,

00:19:01.624 --> 00:19:03.565
maybe a bridge visit or that visit that

00:19:04.045 --> 00:19:05.286
the trainer shadows us, whatever.

00:19:06.186 --> 00:19:07.028
let's just talk number, you know,

00:19:07.048 --> 00:19:07.748
I love talking numbers.

00:19:07.847 --> 00:19:09.788
So at the, at the very least,

00:19:10.210 --> 00:19:10.789
and this is why,

00:19:10.910 --> 00:19:12.651
this is why we'll break down at the

00:19:12.671 --> 00:19:13.131
very least.

00:19:13.211 --> 00:19:14.491
We're going to say to the trainer, like,

00:19:14.592 --> 00:19:15.031
I mean, if,

00:19:15.252 --> 00:19:16.712
if you're going to carry these out and

00:19:16.752 --> 00:19:19.734
we're going to basically kind of coach you

00:19:19.775 --> 00:19:22.136
on how to like help this person almost

00:19:22.156 --> 00:19:23.136
like in a rehab way,

00:19:23.156 --> 00:19:25.739
when you're not a rehab professional,

00:19:26.700 --> 00:19:27.700
I mean, at the very least,

00:19:27.720 --> 00:19:28.621
it's going to be two grand.

00:19:29.121 --> 00:19:30.261
It could be three, four grand.

00:19:30.301 --> 00:19:32.063
Like we have some people that stay with

00:19:32.103 --> 00:19:33.423
us for a long time.

00:19:33.483 --> 00:19:34.844
Some people stay with us a short time,

00:19:34.864 --> 00:19:35.525
but on average, like,

00:19:36.282 --> 00:19:36.502
You know,

00:19:37.403 --> 00:19:38.724
my average the last time I checked was

00:19:38.744 --> 00:19:40.066
like four or five grand in terms of

00:19:40.586 --> 00:19:44.210
average lifetime value per self-pay

00:19:44.230 --> 00:19:44.569
patient.

00:19:44.609 --> 00:19:46.672
Not the out-of-network insurance folks,

00:19:46.711 --> 00:19:48.113
but the people that are running through

00:19:48.173 --> 00:19:50.375
Stripe or a credit card processor.

00:19:50.934 --> 00:19:51.715
It's like five grand.

00:19:51.736 --> 00:19:53.196
So, I mean,

00:19:53.436 --> 00:19:54.377
you think a personal trainer is going to

00:19:54.397 --> 00:19:56.240
pay me five grand for us to teach

00:19:56.259 --> 00:19:56.440
them?

00:19:57.220 --> 00:19:57.740
The client.

00:20:01.429 --> 00:20:01.689
Yeah.

00:20:01.868 --> 00:20:03.310
But then the client's paying double.

00:20:03.510 --> 00:20:05.792
They're paying the two to five grand for

00:20:05.973 --> 00:20:06.713
my value,

00:20:07.194 --> 00:20:08.215
but then they're also going to pay for

00:20:08.256 --> 00:20:09.758
the trainer's time with whatever that

00:20:09.778 --> 00:20:10.377
package is.

00:20:10.818 --> 00:20:12.319
Lower than yours, likely.

00:20:13.420 --> 00:20:14.901
It's lower than yours, likely, right?

00:20:15.342 --> 00:20:17.083
But they're paying mine if they're going

00:20:17.103 --> 00:20:18.324
to pay me a lump sum up front

00:20:18.344 --> 00:20:20.305
for me to release them to the trainer.

00:20:20.365 --> 00:20:21.026
Yes.

00:20:21.486 --> 00:20:22.928
I think there is a market,

00:20:23.028 --> 00:20:25.288
whether it's within the existing clientele

00:20:25.348 --> 00:20:28.451
or a market that you could attract of

00:20:28.551 --> 00:20:29.152
individuals.

00:20:29.172 --> 00:20:31.334
And I'm just going to throw random numbers

00:20:31.433 --> 00:20:31.794
out there.

00:20:32.494 --> 00:20:34.596
Let's say your average plan of care,

00:20:34.636 --> 00:20:36.817
you go from five thousand to twenty five

00:20:36.857 --> 00:20:37.318
hundred.

00:20:37.358 --> 00:20:39.200
So let's just go somewhere in the middle

00:20:39.220 --> 00:20:40.161
at thirty five hundred.

00:20:41.271 --> 00:20:42.893
I think there is a client out there

00:20:42.932 --> 00:20:44.093
who doesn't know you,

00:20:44.593 --> 00:20:47.574
who wants to do their therapy with their

00:20:47.634 --> 00:20:48.595
existing team,

00:20:48.634 --> 00:20:49.934
with their existing trainer,

00:20:49.954 --> 00:20:51.096
their massage therapist,

00:20:51.115 --> 00:20:53.057
their dry needler, their personal trainer.

00:20:53.896 --> 00:20:55.336
I think that they would be willing to

00:20:55.376 --> 00:20:58.298
pay you somewhere in the mid range of

00:20:58.398 --> 00:21:00.720
what you would typically get for an entire

00:21:00.759 --> 00:21:01.539
episode of care.

00:21:02.759 --> 00:21:04.280
And let's just say an episode might be

00:21:04.361 --> 00:21:06.362
nine visits where you would come in for

00:21:06.521 --> 00:21:06.882
three,

00:21:07.893 --> 00:21:09.494
You would do the evaluation.

00:21:09.935 --> 00:21:11.939
You'd consult with the team that's in

00:21:11.999 --> 00:21:12.419
place.

00:21:12.459 --> 00:21:14.801
You'd show them how to do what you

00:21:14.842 --> 00:21:16.324
do and what needs to be done.

00:21:17.326 --> 00:21:19.808
Maybe you'd be available for some consults

00:21:19.848 --> 00:21:20.470
by phone,

00:21:20.529 --> 00:21:22.231
like as they're progressing through.

00:21:23.240 --> 00:21:24.579
but I think they would be willing to

00:21:24.599 --> 00:21:27.141
pay you and pay their team.

00:21:27.901 --> 00:21:29.020
And to Jimmy's point,

00:21:29.201 --> 00:21:30.820
it would still be less than paying you

00:21:30.861 --> 00:21:32.061
for the whole plan of care,

00:21:32.102 --> 00:21:33.402
but the price isn't the issue.

00:21:34.001 --> 00:21:35.201
It's they don't know you,

00:21:35.261 --> 00:21:36.922
they don't have a relationship with you,

00:21:36.961 --> 00:21:38.542
but they hear that you're the professional

00:21:38.583 --> 00:21:41.583
who will come in and give their existing

00:21:41.623 --> 00:21:44.344
team the information they need so they

00:21:44.364 --> 00:21:46.983
could be in a comfortable environment with

00:21:47.023 --> 00:21:47.824
people they know,

00:21:47.884 --> 00:21:50.565
people they've been working with.

00:21:50.585 --> 00:21:51.424
You're warming me up to it.

00:21:51.484 --> 00:21:51.904
I like it.

00:21:51.924 --> 00:21:52.365
Go ahead.

00:21:52.932 --> 00:21:55.374
Let me twist one wrinkle and see if

00:21:55.433 --> 00:21:57.536
it changes the value or perceived value.

00:21:57.655 --> 00:21:59.577
All values, perceived value.

00:21:59.637 --> 00:22:00.838
It's not a trainer anymore.

00:22:01.259 --> 00:22:01.900
It's the caregiver.

00:22:01.920 --> 00:22:02.000
Yeah.

00:22:02.019 --> 00:22:04.842
Do you know what I mean?

00:22:04.862 --> 00:22:05.502
Does that change it?

00:22:05.863 --> 00:22:07.944
You're taking someone who's going to be

00:22:07.984 --> 00:22:08.265
there.

00:22:08.305 --> 00:22:08.965
It doesn't change it.

00:22:08.986 --> 00:22:09.605
That's what I mean.

00:22:09.965 --> 00:22:11.208
But does that make you what I'm asking

00:22:11.268 --> 00:22:11.327
is,

00:22:11.347 --> 00:22:12.528
does it make you feel better about it?

00:22:12.989 --> 00:22:13.950
Because there you're like, oh,

00:22:13.970 --> 00:22:15.270
I'm not replacing myself here.

00:22:15.310 --> 00:22:16.392
This person is going to be on site

00:22:16.412 --> 00:22:16.791
all the time.

00:22:17.093 --> 00:22:18.394
I'm now empowering them.

00:22:19.045 --> 00:22:21.666
That's not as much as the caregiver is

00:22:21.686 --> 00:22:22.106
going to be there.

00:22:22.508 --> 00:22:24.469
Or close to that.

00:22:24.849 --> 00:22:27.491
So this is you leveraging your expertise.

00:22:27.711 --> 00:22:29.173
This is a very niche thing that you'd

00:22:29.192 --> 00:22:29.492
be finding.

00:22:29.532 --> 00:22:30.314
Because as Tony was saying,

00:22:30.334 --> 00:22:31.315
the person has to know you, like you,

00:22:31.335 --> 00:22:33.175
trust you, trust you, trust you.

00:22:33.496 --> 00:22:34.076
And your value.

00:22:34.096 --> 00:22:35.458
But you're like, yeah, I could do this.

00:22:35.478 --> 00:22:38.160
So seeing me every week or twice a

00:22:38.180 --> 00:22:39.902
week for six months would cost you X.

00:22:40.362 --> 00:22:42.063
Or I could train your trainer or train

00:22:42.083 --> 00:22:42.683
your caregiver.

00:22:42.703 --> 00:22:44.545
And it would cost you less than X,

00:22:44.585 --> 00:22:45.286
but definitely not.

00:22:46.794 --> 00:22:48.017
Definitely not an hourly rate.

00:22:48.076 --> 00:22:50.061
It's a value rate, value meal.

00:22:51.184 --> 00:22:53.171
Another thing that we're not talking about

00:22:53.191 --> 00:22:53.230
is

00:22:54.161 --> 00:22:54.981
at least in New York City,

00:22:55.001 --> 00:22:57.243
because there are some bold people that

00:22:58.285 --> 00:22:59.787
I've seen in the caregiver world,

00:22:59.826 --> 00:23:01.248
whether they're a personal trainer,

00:23:01.509 --> 00:23:03.851
a home health aide, a care companion,

00:23:04.531 --> 00:23:06.032
a certified nursing assistant,

00:23:06.053 --> 00:23:07.634
but especially the unlicensed folks,

00:23:07.674 --> 00:23:09.636
the folks that are in these homes that

00:23:09.656 --> 00:23:11.798
are caregiving or they're providing some

00:23:12.299 --> 00:23:15.102
level of support to my previous clients

00:23:15.142 --> 00:23:16.263
that I've seen in person.

00:23:17.256 --> 00:23:19.878
If I were to coach the trainer on

00:23:19.919 --> 00:23:20.740
this, the client,

00:23:20.759 --> 00:23:22.902
let's just say the client pays thirty five

00:23:22.942 --> 00:23:23.201
hundred.

00:23:23.982 --> 00:23:25.565
This is what this is what in New

00:23:25.585 --> 00:23:25.964
York City.

00:23:26.025 --> 00:23:27.086
I don't know about anywhere else in New

00:23:27.106 --> 00:23:27.426
York City.

00:23:27.446 --> 00:23:28.428
This is what will happen.

00:23:28.468 --> 00:23:30.410
That trainer will then tell their other

00:23:30.450 --> 00:23:33.653
clients, hey, I was trained by Dr.

00:23:33.673 --> 00:23:34.795
Dave Kittle and blah, blah, blah.

00:23:35.075 --> 00:23:36.636
And now I can do rehab stuff for

00:23:36.676 --> 00:23:36.777
you.

00:23:37.737 --> 00:23:39.238
And they're going to say that to all

00:23:39.278 --> 00:23:39.919
the other clients.

00:23:40.118 --> 00:23:42.621
That is what will happen.

00:23:42.661 --> 00:23:43.221
So two things.

00:23:43.340 --> 00:23:43.721
Number one,

00:23:43.840 --> 00:23:46.042
what's to stop them from just going on

00:23:46.083 --> 00:23:47.884
YouTube and watching four hundred physical

00:23:47.903 --> 00:23:50.026
therapy videos?

00:23:50.326 --> 00:23:51.727
They absolutely can do that.

00:23:51.767 --> 00:23:52.347
My point is,

00:23:52.407 --> 00:23:55.450
by me coaching the trainer to care at

00:23:55.470 --> 00:23:56.911
the plan of care for this one client,

00:23:57.310 --> 00:23:59.653
it will empower most of the time.

00:23:59.692 --> 00:24:00.993
It will empower this individual

00:24:01.013 --> 00:24:01.253
tremendously.

00:24:01.747 --> 00:24:03.428
to then be a little bolder and a

00:24:03.448 --> 00:24:05.008
little more confident and speak up to

00:24:05.448 --> 00:24:05.808
offer this.

00:24:06.409 --> 00:24:08.589
Because I've seen unlicensed care

00:24:08.630 --> 00:24:11.010
companions try to take a patient's blood

00:24:11.030 --> 00:24:12.090
pressure in front of me with the

00:24:12.131 --> 00:24:14.132
stethoscope and the blood pressure cuff.

00:24:14.971 --> 00:24:19.173
And I saw a woman put the stethoscope

00:24:19.233 --> 00:24:19.314
in,

00:24:20.090 --> 00:24:22.972
take blood pressure pump up the pump up

00:24:23.012 --> 00:24:27.595
the the the airbag but but she forgot

00:24:27.634 --> 00:24:29.336
to put the cup on the arm and

00:24:29.375 --> 00:24:32.198
she said one twenty over eighty she gave

00:24:32.238 --> 00:24:34.019
a number of blood pressure one twenty over

00:24:34.118 --> 00:24:35.679
eighty and it was impossible because the

00:24:35.719 --> 00:24:37.160
cup was not even on the arm guys

00:24:37.220 --> 00:24:39.361
i've seen some crazy stuff trust me and

00:24:39.381 --> 00:24:41.522
i'm telling you this is this would empower

00:24:41.583 --> 00:24:43.042
personal trainers to then be like oh i'm

00:24:43.344 --> 00:24:43.983
i'm the rehab

00:24:44.223 --> 00:24:46.085
I'm the rehab personal trainer as well.

00:24:46.625 --> 00:24:47.405
And then, Tony,

00:24:47.465 --> 00:24:49.227
I'm not able to capture or any other

00:24:49.247 --> 00:24:51.428
physical therapist in the market are not

00:24:51.468 --> 00:24:52.749
able to capture this offer that we're

00:24:52.788 --> 00:24:53.249
talking about.

00:24:53.869 --> 00:24:55.109
Am I thinking too short-sighted?

00:24:55.210 --> 00:24:55.611
Maybe.

00:24:56.211 --> 00:24:57.111
Am I generalizing?

00:24:57.250 --> 00:24:57.531
Maybe.

00:24:57.551 --> 00:24:58.231
But I'm telling you,

00:24:58.471 --> 00:24:59.593
I've seen some crazy stuff.

00:25:00.452 --> 00:25:01.894
I've seen personal trainers on a baseball

00:25:01.913 --> 00:25:02.694
field say, hey,

00:25:02.714 --> 00:25:04.015
do you want me to reset your shoulder?

00:25:04.236 --> 00:25:04.855
And I'm like, bro,

00:25:04.875 --> 00:25:05.935
you're a personal trainer.

00:25:05.957 --> 00:25:08.178
And then the guy got hit by a

00:25:08.218 --> 00:25:10.078
line drive and it was a fracture humerus.

00:25:11.195 --> 00:25:11.797
Fractured humors.

00:25:13.317 --> 00:25:14.679
The trainer didn't know that, obviously.

00:25:14.939 --> 00:25:16.119
In real time, he just got injured.

00:25:16.381 --> 00:25:17.761
But he was ready to reset that shoulder.

00:25:18.321 --> 00:25:19.563
This happens all the time, Tony.

00:25:19.983 --> 00:25:21.065
I'm telling you, it's crazy stuff.

00:25:21.085 --> 00:25:22.465
I believe it.

00:25:22.486 --> 00:25:23.266
This is a different level.

00:25:23.306 --> 00:25:24.748
So when I threw this wrinkle out,

00:25:24.988 --> 00:25:26.388
my brain, when I said caregiver,

00:25:26.528 --> 00:25:28.310
I thought husband or wife or son or

00:25:28.330 --> 00:25:28.550
daughter.

00:25:29.795 --> 00:25:32.517
I think I would be more inclined to

00:25:32.537 --> 00:25:34.239
do that because then they're not going to

00:25:34.338 --> 00:25:35.900
go off on a tangent and try to

00:25:35.940 --> 00:25:37.942
tell everyone that they're the unlicensed

00:25:37.981 --> 00:25:39.182
rehab professional in the area.

00:25:39.782 --> 00:25:40.983
That was my thing, which is like, hey,

00:25:41.023 --> 00:25:41.305
listen,

00:25:41.525 --> 00:25:43.046
I can't afford bringing Dave Kittle.

00:25:43.066 --> 00:25:44.386
I understand your value,

00:25:44.406 --> 00:25:46.008
but I'm taking care of my dad.

00:25:46.229 --> 00:25:47.390
If I didn't have a PT degree,

00:25:47.789 --> 00:25:49.090
I'd be sitting there.

00:25:49.131 --> 00:25:50.592
Home health came in once or twice,

00:25:50.612 --> 00:25:51.653
and they were amazing when they were

00:25:51.673 --> 00:25:52.913
there, but it just wasn't enough.

00:25:52.933 --> 00:25:53.193
So I was like,

00:25:53.213 --> 00:25:54.595
can you just teach me two things to

00:25:54.615 --> 00:25:55.615
make sure my dad doesn't fall?

00:25:56.416 --> 00:25:57.557
I mean, I know it's patient education,

00:25:57.577 --> 00:25:58.739
but this is more than that.

00:26:00.342 --> 00:26:01.702
And I feel like people would pay for

00:26:01.762 --> 00:26:03.763
more than that because value.

00:26:04.344 --> 00:26:04.884
I will say this.

00:26:05.085 --> 00:26:06.125
So back to the menu.

00:26:07.385 --> 00:26:09.666
Manual therapy is a hamburger, right?

00:26:09.707 --> 00:26:11.208
That's high labor, low margin.

00:26:12.888 --> 00:26:15.089
E-stim is like a drink, low labor,

00:26:15.130 --> 00:26:15.631
high margin.

00:26:16.416 --> 00:26:18.057
neuromuscular, rehab, fries,

00:26:18.137 --> 00:26:19.919
medium effort, medium margin.

00:26:20.259 --> 00:26:21.598
But you have to understand this.

00:26:21.638 --> 00:26:22.759
This is what I'm trying to say is

00:26:23.140 --> 00:26:24.980
understand the scoreboard.

00:26:25.540 --> 00:26:26.942
So a visit is a value meal,

00:26:27.021 --> 00:26:27.942
not a visit anymore.

00:26:28.061 --> 00:26:29.903
But you need to envision it that way.

00:26:31.364 --> 00:26:33.444
At no point do I want someone saying,

00:26:33.464 --> 00:26:35.566
well, we're just going for money.

00:26:35.885 --> 00:26:37.227
It's not what we're saying to do.

00:26:37.547 --> 00:26:39.387
But understand how you can make sure

00:26:39.667 --> 00:26:40.688
people understand.

00:26:40.708 --> 00:26:41.749
This is a communication issue.

00:26:42.769 --> 00:26:44.650
What's our version of supersize it before

00:26:44.670 --> 00:26:45.611
we move on to the next topic?

00:26:45.631 --> 00:26:46.991
What's our version of supersize it?

00:26:47.271 --> 00:26:48.092
Would you like this?

00:26:48.112 --> 00:26:49.913
That's where I think you layer in

00:26:50.413 --> 00:26:53.154
self-paced services, non-covered services.

00:26:53.194 --> 00:26:54.336
You sell a product.

00:26:55.116 --> 00:26:57.218
I can't even believe.

00:26:58.278 --> 00:26:59.338
Every single year,

00:26:59.419 --> 00:27:00.940
there seems to be one or two big

00:27:00.980 --> 00:27:03.602
things that happen in my business that I'm

00:27:03.642 --> 00:27:06.103
like, why wasn't I doing this before?

00:27:06.182 --> 00:27:06.903
All of a sudden,

00:27:07.023 --> 00:27:08.224
it just opens a new door.

00:27:09.224 --> 00:27:10.806
So we've been using the massage guns,

00:27:10.826 --> 00:27:12.207
the percussion massage guns.

00:27:13.087 --> 00:27:14.848
Every single patient, I was like, oh man,

00:27:14.868 --> 00:27:15.710
that feels amazing.

00:27:16.130 --> 00:27:17.230
How do I buy one of these?

00:27:17.871 --> 00:27:18.172
And like,

00:27:18.211 --> 00:27:20.333
we're selling so many of these massage

00:27:20.373 --> 00:27:22.173
guns that we didn't sell last year.

00:27:22.795 --> 00:27:23.855
Why didn't I sell them?

00:27:23.895 --> 00:27:25.076
Why wasn't I doing this?

00:27:25.757 --> 00:27:26.176
I don't know.

00:27:26.237 --> 00:27:27.397
I don't have a good reason for it,

00:27:27.458 --> 00:27:27.798
you know,

00:27:28.239 --> 00:27:31.602
but using a device like that makes it

00:27:31.761 --> 00:27:33.663
so easy for somebody to say, Hey,

00:27:33.702 --> 00:27:34.503
I want to buy this,

00:27:34.844 --> 00:27:36.625
whether they buy it through our Amazon

00:27:36.645 --> 00:27:38.527
link or they buy it from us directly.

00:27:39.008 --> 00:27:39.347
I don't care.

00:27:39.367 --> 00:27:41.609
It doesn't matter to me, but these,

00:27:42.190 --> 00:27:44.112
that's where I would say the supersize me

00:27:44.291 --> 00:27:46.433
is you either sell them a product,

00:27:46.453 --> 00:27:47.994
you sell them a non-covered service,

00:27:48.035 --> 00:27:49.955
you develop something else that they

00:27:49.976 --> 00:27:50.135
don't,

00:27:50.196 --> 00:27:52.077
they didn't have access to before when it

00:27:52.097 --> 00:27:53.019
was just insurance.

00:27:53.038 --> 00:27:53.199
Yeah.

00:27:53.663 --> 00:27:56.425
I feel like your model of use the

00:27:56.465 --> 00:28:00.008
gym whenever you want in between visits is

00:28:00.587 --> 00:28:02.009
like it's it's paid for.

00:28:02.068 --> 00:28:02.269
Right.

00:28:02.628 --> 00:28:03.990
This person is not going to break the

00:28:04.029 --> 00:28:04.589
leg press.

00:28:05.089 --> 00:28:07.571
You know, that's not really how it works.

00:28:07.612 --> 00:28:09.532
Health, health bundle, knee bundle.

00:28:09.653 --> 00:28:09.853
Right.

00:28:09.873 --> 00:28:10.834
So massage gun,

00:28:11.314 --> 00:28:14.336
maybe one of Joe Lowe's bands and a

00:28:14.375 --> 00:28:16.537
stretch out strap or or compression boots

00:28:16.557 --> 00:28:18.317
or whatever or tens unit.

00:28:18.758 --> 00:28:20.019
I know Tony's bundled stuff before.

00:28:20.608 --> 00:28:22.290
Here's a crazy idea that I don't think

00:28:22.330 --> 00:28:23.332
I've ever heard before.

00:28:23.412 --> 00:28:25.914
What if you sold our new sponsor?

00:28:26.035 --> 00:28:26.415
Yes.

00:28:26.635 --> 00:28:27.276
Yes.

00:28:27.297 --> 00:28:27.616
Yes.

00:28:28.657 --> 00:28:31.801
You can build a stim nap,

00:28:31.821 --> 00:28:34.023
the revolutionary system that turns

00:28:34.104 --> 00:28:37.007
patient nap time into revenue time.

00:28:37.647 --> 00:28:38.208
Here's what you do.

00:28:38.248 --> 00:28:39.849
You plug in, press go,

00:28:39.970 --> 00:28:43.332
and let the gentle hum of an unintended

00:28:43.372 --> 00:28:45.192
electrical stimulation unit do the work

00:28:45.633 --> 00:28:47.634
while you pretend to check notes nearby.

00:28:47.954 --> 00:28:49.855
Each stim nap comes with a free,

00:28:50.317 --> 00:28:53.138
totally therapeutic sign to hang above

00:28:53.159 --> 00:28:53.618
your plinth.

00:28:53.979 --> 00:28:54.599
Stim nap,

00:28:54.880 --> 00:28:57.561
because why should machines nap alone?

00:28:57.801 --> 00:28:59.303
Stim nap, you can bill for it.

00:29:00.042 --> 00:29:01.544
I have a slightly better name.

00:29:02.105 --> 00:29:03.986
Okay, go.

00:29:04.026 --> 00:29:04.846
Zap nap.

00:29:05.227 --> 00:29:06.567
Zap nap is right there the whole time.

00:29:10.540 --> 00:29:12.402
I'll talk to Keith,

00:29:12.442 --> 00:29:14.222
my rep over at Stimna.

00:29:15.324 --> 00:29:16.384
So real quick, real quick,

00:29:16.463 --> 00:29:17.605
on that same topic,

00:29:18.125 --> 00:29:20.207
NuFit sells the newbie.

00:29:20.767 --> 00:29:22.788
They have a protocol.

00:29:23.147 --> 00:29:25.189
It's like a neurologic reset.

00:29:25.589 --> 00:29:27.971
They put two direct current electrodes

00:29:28.050 --> 00:29:29.071
under the occiput.

00:29:29.112 --> 00:29:30.873
They put two at the base of your

00:29:30.913 --> 00:29:31.232
feet.

00:29:31.272 --> 00:29:32.953
They run a current through your body.

00:29:33.443 --> 00:29:34.948
You lay there for like, twenty minutes.

00:29:35.871 --> 00:29:37.816
I never did it, I never understood it,

00:29:37.875 --> 00:29:38.939
but I saw, like,

00:29:38.980 --> 00:29:41.085
videos of them and went through.

00:29:42.373 --> 00:29:43.233
That's exactly.

00:29:43.554 --> 00:29:45.435
They've been doing this.

00:29:45.836 --> 00:29:47.657
The people who use it and do it

00:29:47.698 --> 00:29:48.638
say it's amazing.

00:29:49.019 --> 00:29:50.319
I mean, it's right there.

00:29:51.080 --> 00:29:52.501
You mean the people who take a nap

00:29:52.521 --> 00:29:53.803
in the middle of the day are happy

00:29:53.823 --> 00:29:54.864
to take a nap in the middle of

00:29:54.884 --> 00:29:55.244
the day?

00:29:55.265 --> 00:29:55.585
That's weird.

00:29:57.586 --> 00:29:59.407
The only people who don't like taking naps

00:29:59.448 --> 00:30:00.750
in the middle of the day are

00:30:00.910 --> 00:30:01.770
five-year-olds.

00:30:01.911 --> 00:30:03.872
Everybody else loves it.

00:30:04.553 --> 00:30:05.413
Dave, do you nap?

00:30:05.574 --> 00:30:06.595
Are you a napper, Dave?

00:30:07.744 --> 00:30:09.246
I during during baseball,

00:30:09.346 --> 00:30:11.367
I definitely try to I would when my

00:30:11.407 --> 00:30:13.348
son was napping from eleven to one.

00:30:13.368 --> 00:30:15.509
Some days I was napping in the same

00:30:15.549 --> 00:30:16.730
room or the next room over.

00:30:16.790 --> 00:30:17.151
Yes.

00:30:18.132 --> 00:30:18.972
Right now, I don't need it.

00:30:19.032 --> 00:30:21.094
But during spring or summer baseball,

00:30:21.114 --> 00:30:23.395
when we were doing like double headers and

00:30:23.516 --> 00:30:24.596
all that and like the next day or

00:30:24.616 --> 00:30:24.737
two,

00:30:24.797 --> 00:30:26.798
I was like extremely fatigued or tired.

00:30:26.837 --> 00:30:27.898
Yeah, I definitely have been.

00:30:27.919 --> 00:30:29.700
I'm a twice a day napper.

00:30:33.923 --> 00:30:34.323
I nap twice.

00:30:34.403 --> 00:30:35.023
Who's that?

00:30:35.044 --> 00:30:35.324
Who's that?

00:30:35.364 --> 00:30:35.923
Are you a hobbit?

00:30:35.943 --> 00:30:35.983
No.

00:30:37.401 --> 00:30:38.082
Typically,

00:30:38.261 --> 00:30:40.423
I will leave the clinic around twelve,

00:30:40.463 --> 00:30:41.105
twelve thirty.

00:30:41.384 --> 00:30:43.807
I'll get a twenty minute nap.

00:30:44.388 --> 00:30:46.990
And then usually again at like six thirty

00:30:47.051 --> 00:30:48.653
seven p.m., I'll hit a nap.

00:30:48.752 --> 00:30:50.454
Hold on.

00:30:50.796 --> 00:30:51.856
What time do you wake up and what

00:30:51.876 --> 00:30:52.517
time you go to bed?

00:30:53.178 --> 00:30:54.337
I wake up at six o'clock,

00:30:54.478 --> 00:30:56.298
pretty much six, six, ten every morning,

00:30:57.278 --> 00:30:58.999
usually before the alarm goes off.

00:30:59.179 --> 00:31:00.919
And then I try to go to bed

00:31:00.999 --> 00:31:02.819
at ten, like ten, ten,

00:31:02.859 --> 00:31:04.420
twenty is the perfect time for me to

00:31:04.460 --> 00:31:04.920
go to bed.

00:31:05.460 --> 00:31:07.579
And I get to two quick twenty minute

00:31:07.619 --> 00:31:09.201
naps in and it's perfect.

00:31:10.000 --> 00:31:12.201
This I've now reorganized the people on

00:31:12.221 --> 00:31:14.461
the screen in the likelihood of us

00:31:14.541 --> 00:31:15.021
napping.

00:31:15.162 --> 00:31:16.102
And it's Jimmy, which is zero.

00:31:16.122 --> 00:31:21.063
I would love to do it sometimes, Tony,

00:31:21.123 --> 00:31:22.282
twice a day.

00:31:24.441 --> 00:31:25.121
A double header.

00:31:25.401 --> 00:31:26.662
A double header of naps.

00:31:27.001 --> 00:31:27.842
The reverse.

00:31:27.902 --> 00:31:28.102
All right.

00:31:28.122 --> 00:31:29.442
Do you guys want to go the cruise

00:31:29.501 --> 00:31:30.622
ship thing I posted?

00:31:30.701 --> 00:31:32.803
How come no one's been the cruise BT?

00:31:33.303 --> 00:31:34.762
Or do you want to have this on

00:31:34.803 --> 00:31:35.683
like on?

00:31:36.223 --> 00:31:37.864
It's it's eighty five percent of a good

00:31:37.923 --> 00:31:38.104
idea.

00:31:38.124 --> 00:31:39.144
I don't know how to modify it to

00:31:39.183 --> 00:31:39.443
PT.

00:31:39.463 --> 00:31:40.924
You want to go cruises or.

00:31:40.944 --> 00:31:42.845
I think I think we hit cruises a

00:31:42.884 --> 00:31:43.444
bunch already.

00:31:43.464 --> 00:31:44.204
Yeah.

00:31:44.224 --> 00:31:45.086
Let's do the other one.

00:31:45.105 --> 00:31:46.645
The eighty five percent of a good idea.

00:31:46.925 --> 00:31:48.887
so steal this strategy i love coming this

00:31:48.907 --> 00:31:51.269
is like where like rory sutherland comes

00:31:51.309 --> 00:31:53.112
along and he gives you an idea and

00:31:53.132 --> 00:31:54.512
you're like that doesn't make any sense to

00:31:54.532 --> 00:31:56.275
my profession but then like the cool part

00:31:56.315 --> 00:31:57.816
is it rattles around your head and then

00:31:58.257 --> 00:32:00.878
i i call them idea parts other people

00:32:00.939 --> 00:32:02.520
it's like let me get the essence of

00:32:02.560 --> 00:32:04.082
this or what's the emotion of this and

00:32:04.102 --> 00:32:05.723
then how do i do that i was

00:32:05.763 --> 00:32:07.305
taught at an early age in my career

00:32:07.625 --> 00:32:08.666
when you have an idea when i would

00:32:08.707 --> 00:32:10.428
pitch things to my bosses when i was

00:32:10.488 --> 00:32:10.788
younger

00:32:11.348 --> 00:32:12.670
They're like, it's not there,

00:32:12.690 --> 00:32:13.830
but put that in a file.

00:32:13.891 --> 00:32:14.771
Like, that's good.

00:32:15.412 --> 00:32:16.532
We don't have a place to put that,

00:32:16.573 --> 00:32:17.634
but that's good.

00:32:17.653 --> 00:32:18.755
That's some good ingredients there.

00:32:18.815 --> 00:32:19.255
Save that.

00:32:19.815 --> 00:32:20.836
I thought this was brilliant.

00:32:22.096 --> 00:32:24.038
Have you ever chained a coffee mug to

00:32:24.077 --> 00:32:25.058
a fence before?

00:32:25.219 --> 00:32:26.160
I had never done that.

00:32:26.359 --> 00:32:29.782
But Nescafe did this in a city in

00:32:29.982 --> 00:32:30.563
one day,

00:32:30.663 --> 00:32:32.565
and they essentially went completely

00:32:32.724 --> 00:32:34.266
analog in the digital world.

00:32:34.306 --> 00:32:34.925
Here's what they did.

00:32:35.307 --> 00:32:37.428
They pulled off a masterclass in physical

00:32:37.468 --> 00:32:38.489
and digital engagement.

00:32:39.755 --> 00:32:41.809
They went around the city and they took

00:32:41.931 --> 00:32:42.596
bike locks.

00:32:43.961 --> 00:32:45.923
And red Nescafe mugs.

00:32:46.084 --> 00:32:49.205
And they bike locked the mugs to benches

00:32:49.306 --> 00:32:50.946
and railings and pay phones.

00:32:50.967 --> 00:32:52.788
They got permission to do this, right?

00:32:53.067 --> 00:32:54.108
But it was obviously,

00:32:54.229 --> 00:32:55.470
this doesn't belong here.

00:32:55.509 --> 00:32:56.451
Kind of like what I was talking about

00:32:56.471 --> 00:32:57.191
with Dave the other day.

00:32:57.211 --> 00:32:59.613
The door hanger from hotels doesn't belong

00:32:59.653 --> 00:33:00.333
in an apartment.

00:33:00.393 --> 00:33:01.413
There's the juxtaposition.

00:33:01.433 --> 00:33:02.174
There's the purple cow.

00:33:02.575 --> 00:33:03.454
So they did this.

00:33:03.615 --> 00:33:05.076
So there's a bunch of mugs hanging all

00:33:05.116 --> 00:33:05.517
over the city.

00:33:05.537 --> 00:33:06.457
And I can touch the mug,

00:33:06.877 --> 00:33:08.318
but I can't get it without breaking it

00:33:08.338 --> 00:33:11.500
because there's a combination bike lock.

00:33:12.278 --> 00:33:13.578
And then there's a little tag with a

00:33:13.618 --> 00:33:14.298
QR code.

00:33:15.019 --> 00:33:17.039
So all you had to do was scan

00:33:17.079 --> 00:33:20.300
it, check in in their location with,

00:33:20.421 --> 00:33:20.922
who am I with?

00:33:21.301 --> 00:33:22.142
Nescafe.

00:33:22.301 --> 00:33:24.042
So they get a little online buzz from

00:33:24.083 --> 00:33:24.682
a digital thing.

00:33:24.962 --> 00:33:27.163
And then, oh, pops the combination.

00:33:27.564 --> 00:33:29.164
I've unlocked the mug.

00:33:30.196 --> 00:33:31.239
that alone would have been,

00:33:32.461 --> 00:33:33.241
hold on that alone.

00:33:33.321 --> 00:33:34.924
I would have been like, no notes,

00:33:34.984 --> 00:33:35.746
like clap, clap.

00:33:36.307 --> 00:33:38.210
It goes further that same day.

00:33:38.269 --> 00:33:39.752
I'm guessing it was a Saturday or a

00:33:39.792 --> 00:33:40.294
Sunday, right?

00:33:40.314 --> 00:33:41.715
Cause you don't want people in a rush

00:33:41.776 --> 00:33:42.657
for the next part.

00:33:44.564 --> 00:33:46.204
There were little coffee carts.

00:33:46.526 --> 00:33:47.665
I bet you they just took people who

00:33:47.726 --> 00:33:48.787
normally sold coffee and said,

00:33:48.807 --> 00:33:49.867
we're going to slap this logo and we'll

00:33:49.907 --> 00:33:51.269
pay you for all your coffee for today.

00:33:51.568 --> 00:33:53.210
Now there are coffee carts around the city

00:33:53.430 --> 00:33:55.332
that are now all Nescafe red,

00:33:55.511 --> 00:33:56.593
same color as the mug.

00:33:56.932 --> 00:33:57.972
And if you have a mug,

00:33:58.614 --> 00:33:59.835
you come up and they give you the

00:33:59.855 --> 00:34:00.295
free coffee.

00:34:00.315 --> 00:34:01.875
They'll put the coffee in it and hey,

00:34:02.236 --> 00:34:03.096
have a Nescafe.

00:34:03.436 --> 00:34:05.519
That alone would have been clap, clap,

00:34:05.538 --> 00:34:05.818
clap.

00:34:05.858 --> 00:34:06.419
Well done.

00:34:06.499 --> 00:34:08.280
They did not stop there because the

00:34:08.320 --> 00:34:09.902
campaign's name was

00:34:10.402 --> 00:34:13.585
was Nescafe, bringing people together.

00:34:13.864 --> 00:34:15.465
So when you walked up to the cart,

00:34:15.746 --> 00:34:17.547
they gave you another mug and said,

00:34:17.807 --> 00:34:19.710
give this to anybody that you want and

00:34:19.730 --> 00:34:20.891
we'll give you both coffee.

00:34:21.675 --> 00:34:23.617
So now you have the physical to online

00:34:23.637 --> 00:34:24.097
engagement.

00:34:24.137 --> 00:34:24.978
People are checking in.

00:34:25.018 --> 00:34:25.659
So people online are like,

00:34:25.679 --> 00:34:26.418
what is going on?

00:34:26.860 --> 00:34:28.221
Steve checked in with free coffee.

00:34:28.240 --> 00:34:28.521
And of course,

00:34:28.541 --> 00:34:29.461
he's going to take a selfie with the

00:34:29.521 --> 00:34:29.822
mug.

00:34:30.141 --> 00:34:31.222
I solved the prize.

00:34:31.242 --> 00:34:32.583
There's a little bit of a scavenger hunt

00:34:33.123 --> 00:34:33.625
part of this.

00:34:35.085 --> 00:34:36.286
You've got the physical gift.

00:34:36.447 --> 00:34:36.887
I mean, I don't know.

00:34:36.907 --> 00:34:38.128
What's a mug cost if you buy them

00:34:38.148 --> 00:34:38.527
at scale?

00:34:38.947 --> 00:34:39.548
Four dollars?

00:34:39.588 --> 00:34:39.809
Twelve?

00:34:39.829 --> 00:34:40.208
I don't know.

00:34:40.429 --> 00:34:40.969
The bike lock.

00:34:40.989 --> 00:34:41.891
I already looked online.

00:34:42.690 --> 00:34:43.612
Bike locks are six.

00:34:43.632 --> 00:34:44.512
You can get them for six.

00:34:44.532 --> 00:34:45.492
And you don't need the best lock.

00:34:45.532 --> 00:34:47.134
You want them to be broken into in

00:34:47.173 --> 00:34:47.793
this situation.

00:34:48.295 --> 00:34:49.715
And then you are hopefully already

00:34:49.755 --> 00:34:51.396
distributing coffee or someone was

00:34:51.416 --> 00:34:52.318
distributing coffee in this.

00:34:52.697 --> 00:34:54.978
To me, I'm looking at this,

00:34:55.018 --> 00:34:56.539
and I'll say it in public, dude,

00:34:56.579 --> 00:34:58.362
how do I steal some of this magic

00:34:58.762 --> 00:34:59.641
for CSM?

00:34:59.862 --> 00:35:02.925
If my audiences hire Jimmy to do whatever,

00:35:04.144 --> 00:35:05.126
this would be good.

00:35:05.206 --> 00:35:06.467
I might have to price myself out of

00:35:06.487 --> 00:35:07.407
it because I'm going to get permission

00:35:07.447 --> 00:35:12.190
from a conference, the conference hall.

00:35:13.391 --> 00:35:15.072
you move a cardboard box in a conference

00:35:15.092 --> 00:35:16.054
hall and it's ten grand.

00:35:16.094 --> 00:35:16.875
So I don't know if I could do

00:35:16.894 --> 00:35:17.054
this.

00:35:17.375 --> 00:35:19.016
Or do I go completely guerrilla?

00:35:19.436 --> 00:35:21.358
But anyway, I love this campaign.

00:35:21.498 --> 00:35:22.059
Guerrilla.

00:35:22.099 --> 00:35:22.498
Guerrilla.

00:35:22.900 --> 00:35:23.539
I think I'd go guerrilla.

00:35:23.840 --> 00:35:25.342
But no notes for Nescafe.

00:35:25.402 --> 00:35:26.041
Like, wow.

00:35:26.081 --> 00:35:27.163
Like, they thought about it.

00:35:27.664 --> 00:35:29.344
And I bet you the CEO never touched

00:35:29.364 --> 00:35:29.945
this campaign.

00:35:29.965 --> 00:35:30.686
Because if they did,

00:35:30.706 --> 00:35:32.186
they would have been like, what's the ROI?

00:35:32.206 --> 00:35:32.608
And I'm like,

00:35:32.628 --> 00:35:34.690
I don't know if you can measure ROI

00:35:34.730 --> 00:35:35.349
right off of this.

00:35:35.389 --> 00:35:36.351
But it's in there.

00:35:39.179 --> 00:35:41.442
So Nestle and Nesquik already have brand

00:35:41.461 --> 00:35:41.943
recognition,

00:35:41.963 --> 00:35:43.864
so obviously it's easier for them to do

00:35:43.885 --> 00:35:44.144
this.

00:35:44.664 --> 00:35:45.025
Also,

00:35:45.385 --> 00:35:47.248
as you're talking about the three steps of

00:35:47.268 --> 00:35:47.427
this,

00:35:48.054 --> 00:35:49.934
this sounds like a complex campaign.

00:35:49.974 --> 00:35:52.275
Like you, you described it easily,

00:35:52.416 --> 00:35:53.016
like simply,

00:35:53.476 --> 00:35:55.956
but in terms of executing it and actually

00:35:56.016 --> 00:35:57.317
implementing that type of a campaign,

00:35:57.817 --> 00:35:58.976
only big companies can do that.

00:35:59.016 --> 00:35:59.556
In my opinion,

00:35:59.597 --> 00:36:03.117
like that's like multi-step and like, yes,

00:36:03.237 --> 00:36:04.737
you get the cup of coffee and the

00:36:04.757 --> 00:36:05.278
QR code,

00:36:05.298 --> 00:36:06.438
and then you got to find the cart.

00:36:06.958 --> 00:36:08.438
And then once they find the cart,

00:36:08.559 --> 00:36:09.278
now they get the,

00:36:09.298 --> 00:36:12.420
they get the coffee and the genius, uh,

00:36:13.682 --> 00:36:13.882
you know,

00:36:13.922 --> 00:36:16.463
like warm feeling kind of layer of here's

00:36:16.483 --> 00:36:18.704
another cup to give to a friend.

00:36:18.784 --> 00:36:20.186
But now the friend or colleague or

00:36:20.206 --> 00:36:20.525
whoever,

00:36:20.565 --> 00:36:21.865
like they have to come back here or

00:36:21.907 --> 00:36:23.746
find another coffee cart nearby in the

00:36:23.786 --> 00:36:23.987
city.

00:36:24.568 --> 00:36:29.289
It's a little complex to execute in my

00:36:29.329 --> 00:36:29.670
opinion.

00:36:29.929 --> 00:36:31.090
So here's how I thought about it at

00:36:31.130 --> 00:36:31.650
CSM.

00:36:32.090 --> 00:36:34.192
What if I went to Home Depot and

00:36:34.251 --> 00:36:37.172
I went into the hardware aisle and I

00:36:37.213 --> 00:36:38.954
got a bunch of different nuts and bolts?

00:36:39.983 --> 00:36:41.722
And I gave away nuts and bolts of

00:36:41.762 --> 00:36:44.764
different sizes and thread sizes and

00:36:44.824 --> 00:36:45.443
diameters.

00:36:45.483 --> 00:36:47.125
And I said, you get the prize,

00:36:47.784 --> 00:36:49.664
but you have to walk around and introduce

00:36:49.684 --> 00:36:50.684
yourself to someone.

00:36:50.864 --> 00:36:51.786
You have to say, hi,

00:36:51.806 --> 00:36:53.246
I'm Tony from Ohio.

00:36:53.545 --> 00:36:55.186
And then you attempt, I have a bolt,

00:36:55.206 --> 00:36:55.826
you have a nut,

00:36:56.367 --> 00:36:57.567
and you attempt to put them in there.

00:36:57.606 --> 00:36:58.327
And if it unlocks,

00:36:58.347 --> 00:36:59.126
you come and show me,

00:36:59.186 --> 00:37:00.487
both of you new friends,

00:37:00.786 --> 00:37:01.407
come and show me.

00:37:01.447 --> 00:37:02.608
And I go, here's your beer.

00:37:03.568 --> 00:37:04.068
So I was like,

00:37:04.128 --> 00:37:05.628
how do I still steal this?

00:37:05.708 --> 00:37:08.210
That would cost me twenty eight dollars in

00:37:08.250 --> 00:37:10.952
nuts and bolts in the aisle seven of

00:37:11.012 --> 00:37:12.012
Home Depot or Lowe's.

00:37:12.552 --> 00:37:13.152
Could I do that?

00:37:13.313 --> 00:37:13.873
The question is,

00:37:14.112 --> 00:37:16.134
how do I where are these people and

00:37:16.173 --> 00:37:17.295
how do I gain their attention?

00:37:17.655 --> 00:37:19.295
Like it's an attention game at first.

00:37:19.456 --> 00:37:19.596
Like,

00:37:19.976 --> 00:37:21.117
so do I do this at a party?

00:37:21.416 --> 00:37:22.556
I stole the nuts and bolts idea.

00:37:22.717 --> 00:37:24.257
I so I was going to shock you.

00:37:25.038 --> 00:37:26.818
No fraternities or sororities at the

00:37:26.858 --> 00:37:27.500
college I went to.

00:37:28.340 --> 00:37:28.500
St.

00:37:28.519 --> 00:37:29.300
Bonaventure University.

00:37:29.320 --> 00:37:29.960
It was too small.

00:37:30.380 --> 00:37:32.021
But if you had an off-campus house,

00:37:32.501 --> 00:37:33.420
it was like you just,

00:37:33.621 --> 00:37:35.161
if you were lucky enough to get some,

00:37:35.181 --> 00:37:36.302
because there weren't a lot that were

00:37:36.362 --> 00:37:38.782
zoned, you could throw parties.

00:37:39.503 --> 00:37:40.202
Of course, legally,

00:37:40.483 --> 00:37:41.422
the statute of limitations,

00:37:41.443 --> 00:37:42.583
twenty-five years ago.

00:37:42.764 --> 00:37:44.164
And if you were like the soccer team,

00:37:44.364 --> 00:37:45.364
you wanted to have a party,

00:37:45.384 --> 00:37:47.045
but you couldn't rent out a ball place

00:37:47.065 --> 00:37:48.164
because a lot of people were under

00:37:48.204 --> 00:37:48.545
twenty-one.

00:37:48.885 --> 00:37:50.545
So people would pay us to throw parties

00:37:50.585 --> 00:37:50.865
for them.

00:37:51.005 --> 00:37:51.885
So we were a venue.

00:37:52.445 --> 00:37:53.307
So they would come to us.

00:37:53.387 --> 00:37:53.989
We could have just said,

00:37:54.188 --> 00:37:54.929
have a party at our house.

00:37:54.949 --> 00:37:55.550
We'll get the kegs.

00:37:55.590 --> 00:37:56.172
No problem.

00:37:56.652 --> 00:37:58.456
What I did was I said,

00:37:58.635 --> 00:37:59.737
I'm going to throw your theme.

00:37:59.938 --> 00:38:01.360
So a nuts and bolts party was a

00:38:01.440 --> 00:38:01.742
thing.

00:38:03.717 --> 00:38:04.617
That was the thing we did.

00:38:04.657 --> 00:38:08.380
So the idea was you can drink from

00:38:08.400 --> 00:38:10.782
the keg until you unlock the nuts and

00:38:10.822 --> 00:38:11.081
bolts.

00:38:11.141 --> 00:38:12.163
Then you can go to the bar and

00:38:12.182 --> 00:38:12.983
get the good stuff.

00:38:13.543 --> 00:38:14.545
So it was an upsell.

00:38:15.525 --> 00:38:16.947
The team paid for the whole thing.

00:38:17.387 --> 00:38:18.907
But what it did was it forced guys

00:38:18.927 --> 00:38:19.708
to talk to girls.

00:38:19.809 --> 00:38:21.530
Actually, it forced girls to talk to guys.

00:38:21.570 --> 00:38:22.530
That was the idea there.

00:38:23.010 --> 00:38:23.530
So it was like,

00:38:23.630 --> 00:38:27.054
how do you force the interaction but make

00:38:27.094 --> 00:38:28.074
it feel not forced?

00:38:28.394 --> 00:38:29.155
So maybe, I don't know,

00:38:29.175 --> 00:38:30.335
maybe I could pull that off at CSM

00:38:30.677 --> 00:38:30.976
somehow.

00:38:32.010 --> 00:38:34.911
Well, what are people going to CSM for?

00:38:35.251 --> 00:38:35.652
Belonging.

00:38:35.791 --> 00:38:36.811
Huh?

00:38:36.831 --> 00:38:37.351
Belonging.

00:38:37.733 --> 00:38:39.772
They want to meet people and be –

00:38:39.393 --> 00:38:40.492
it's a big party in a good way.

00:38:40.512 --> 00:38:41.233
I'm not knocking it.

00:38:41.253 --> 00:38:42.494
Yes, there's continuing education,

00:38:42.514 --> 00:38:43.914
but you can get it better – not

00:38:43.954 --> 00:38:45.034
better, but you can get it cheaper,

00:38:45.335 --> 00:38:46.775
faster at home.

00:38:47.195 --> 00:38:49.036
You're going because you want – here's

00:38:49.056 --> 00:38:49.396
what I said.

00:38:49.436 --> 00:38:50.956
If I had to write copy for APTA

00:38:50.976 --> 00:38:51.596
and CSM,

00:38:52.356 --> 00:38:53.976
you want to see future versions of

00:38:53.996 --> 00:38:56.818
yourself everywhere or past versions of

00:38:56.838 --> 00:38:57.838
yourself everywhere.

00:38:58.038 --> 00:38:59.038
You want to see where you are.

00:38:59.117 --> 00:39:00.159
You want to meet people.

00:39:00.599 --> 00:39:01.679
If it's not about people,

00:39:01.719 --> 00:39:02.440
that's number one.

00:39:02.719 --> 00:39:03.880
You don't know how to do math because

00:39:03.920 --> 00:39:05.501
flying to LA and paying five hundred

00:39:05.521 --> 00:39:05.860
bucks,

00:39:05.880 --> 00:39:07.300
whatever it costs and doing this and

00:39:07.360 --> 00:39:07.780
hotels,

00:39:08.342 --> 00:39:10.481
you don't understand unless it's primarily

00:39:10.521 --> 00:39:12.182
about people.

00:39:12.402 --> 00:39:13.744
It's got to be about people.

00:39:14.123 --> 00:39:14.443
It's why I go.

00:39:14.463 --> 00:39:17.664
I feel like you go.

00:39:19.889 --> 00:39:21.030
I'm trying to think like,

00:39:21.989 --> 00:39:23.331
why don't I go?

00:39:23.972 --> 00:39:25.512
I think because I don't have a need

00:39:25.532 --> 00:39:26.193
to fill.

00:39:26.474 --> 00:39:26.713
Yes.

00:39:26.733 --> 00:39:27.755
So like you said,

00:39:27.795 --> 00:39:29.856
there are people going because they have a

00:39:29.896 --> 00:39:30.597
need to fill.

00:39:30.657 --> 00:39:30.858
Now,

00:39:30.958 --> 00:39:32.298
is it because they're looking for their

00:39:32.338 --> 00:39:33.119
next employer?

00:39:33.699 --> 00:39:35.400
Is it because they're looking for the next

00:39:35.440 --> 00:39:36.762
thing they're going to bring into their

00:39:36.822 --> 00:39:38.503
clinic that's going to make their clinic

00:39:38.603 --> 00:39:40.204
more profitable or grow?

00:39:41.445 --> 00:39:43.106
Are they trying to grow a professional

00:39:43.166 --> 00:39:43.608
network?

00:39:43.668 --> 00:39:45.369
Are they trying to sell something to other

00:39:45.409 --> 00:39:45.748
people?

00:39:45.789 --> 00:39:47.451
Like, what is the reason?

00:39:47.771 --> 00:39:48.231
Let me, let me,

00:39:48.271 --> 00:39:49.072
let me frame it again.

00:39:49.211 --> 00:39:49.871
It's not a party.

00:39:50.472 --> 00:39:51.092
It's a carnival.

00:39:51.893 --> 00:39:53.574
And there's something of value for

00:39:53.594 --> 00:39:53.974
everybody.

00:39:54.173 --> 00:39:55.313
Are you a rides person?

00:39:55.393 --> 00:39:56.195
No, I get nauseous.

00:39:56.255 --> 00:39:57.195
Okay, well, we have those.

00:39:57.215 --> 00:39:58.795
So we get some rides people to come.

00:39:58.835 --> 00:40:00.175
So in a little friend group,

00:40:00.197 --> 00:40:02.097
you got a rides person and a games

00:40:02.137 --> 00:40:02.376
person.

00:40:02.396 --> 00:40:02.436
Oh,

00:40:02.456 --> 00:40:03.717
I love the thing with the water and

00:40:03.737 --> 00:40:05.539
the balloon and the clown's head explodes.

00:40:05.898 --> 00:40:07.119
And then I love the hammer and the

00:40:07.159 --> 00:40:07.440
ding.

00:40:07.659 --> 00:40:09.760
Oh no, I go for the food.

00:40:10.581 --> 00:40:12.202
I love fried this and fried that.

00:40:12.222 --> 00:40:13.402
Did you know they can fry an Oreo?

00:40:13.422 --> 00:40:14.043
Oh my God.

00:40:14.083 --> 00:40:16.824
So there's something for not everyone.

00:40:17.978 --> 00:40:20.621
But there's a lot of itches to be

00:40:20.702 --> 00:40:22.903
scratched or scratches for your itch.

00:40:23.704 --> 00:40:25.708
But here's my problem with APTA.

00:40:25.728 --> 00:40:27.309
They try to sell it as CEUs,

00:40:27.510 --> 00:40:28.331
which it is.

00:40:28.871 --> 00:40:30.253
That's the ride person.

00:40:31.141 --> 00:40:32.840
But don't forget about the games person

00:40:32.900 --> 00:40:34.782
and the let's just hang out person and

00:40:34.822 --> 00:40:37.663
the food person and the just being around

00:40:37.742 --> 00:40:38.563
person person.

00:40:38.963 --> 00:40:40.583
I think they advertise it too heavily as

00:40:40.643 --> 00:40:41.384
get all your CEUs.

00:40:41.563 --> 00:40:42.224
And I'm like, dude,

00:40:42.244 --> 00:40:43.603
I can MedBridge that for three hundred

00:40:43.643 --> 00:40:44.844
dollars and I could do it in my

00:40:44.884 --> 00:40:46.844
underpants and I like lazy.

00:40:47.264 --> 00:40:48.385
That can't be the reason for me.

00:40:48.784 --> 00:40:50.666
I get paid to go and get free

00:40:50.726 --> 00:40:53.827
and I go to CEU things rarely.

00:40:53.867 --> 00:40:55.286
I'm like, I'm here for a good time,

00:40:55.327 --> 00:40:56.027
not a long time.

00:40:56.067 --> 00:40:56.606
Let's go.

00:40:57.027 --> 00:40:59.007
So I'm not everybody, but I'm one avatar.

00:40:59.628 --> 00:41:01.110
So I'm trying to capture the people.

00:41:01.771 --> 00:41:02.934
And then as soon as the five o'clock,

00:41:03.175 --> 00:41:04.356
everybody's there for the same reason,

00:41:04.376 --> 00:41:05.157
which is let's hang out.

00:41:05.358 --> 00:41:06.380
Like that's what it is.

00:41:06.400 --> 00:41:06.840
Let's hang out.

00:41:07.681 --> 00:41:08.603
So I'm trying to capture a little bit

00:41:08.623 --> 00:41:10.463
of fun during that time.

00:41:10.764 --> 00:41:12.405
It's like, it's like the, well,

00:41:12.445 --> 00:41:13.806
some people are there for the networking

00:41:14.067 --> 00:41:16.347
stuff and the challenges is now your nuts

00:41:16.367 --> 00:41:19.170
and bolts idea is absolutely the conduit

00:41:19.289 --> 00:41:21.452
for potential serendipity.

00:41:21.512 --> 00:41:24.833
Meaning people could find their next job.

00:41:24.893 --> 00:41:27.096
They could find their future manager or

00:41:27.155 --> 00:41:29.398
boss or the bosses and managers could find

00:41:29.418 --> 00:41:32.018
their future candidates and team members

00:41:32.059 --> 00:41:32.519
and all that.

00:41:32.719 --> 00:41:33.501
And they could, you know,

00:41:33.561 --> 00:41:35.242
help relocate therapists from this state

00:41:35.282 --> 00:41:36.882
to the other state or whatever and

00:41:37.594 --> 00:41:41.394
Your idea is satisfying that the

00:41:41.436 --> 00:41:42.916
challenges is like, you know,

00:41:42.956 --> 00:41:44.197
some people don't want to do that or

00:41:44.217 --> 00:41:44.376
they,

00:41:44.496 --> 00:41:46.737
they don't want to have that engagement or

00:41:46.777 --> 00:41:48.297
it takes a little extra.

00:41:48.398 --> 00:41:50.539
Right.

00:41:50.599 --> 00:41:51.119
Or they could watch.

00:41:51.518 --> 00:41:52.139
Or they could just like,

00:41:52.239 --> 00:41:52.699
I want to be.

00:41:54.146 --> 00:41:55.128
event adjacent.

00:41:55.528 --> 00:41:56.809
Like if there's a dance party,

00:41:57.411 --> 00:41:58.331
I'm against the wall.

00:41:58.952 --> 00:41:59.713
I do not dance.

00:42:00.273 --> 00:42:01.715
I don't mind being around dancers,

00:42:01.815 --> 00:42:02.715
but I'm not dancing.

00:42:02.795 --> 00:42:03.677
It's not going to happen,

00:42:03.958 --> 00:42:04.757
but I'm not going to run out of

00:42:04.777 --> 00:42:05.199
the room.

00:42:05.418 --> 00:42:06.840
So there's something there like parties

00:42:07.041 --> 00:42:07.681
you, you would think.

00:42:07.702 --> 00:42:08.782
And if I don't, Jimmy hates,

00:42:08.902 --> 00:42:09.583
I don't hate Dan.

00:42:09.623 --> 00:42:10.425
I mean, I kind of hate dancing.

00:42:10.445 --> 00:42:10.724
Um,

00:42:11.684 --> 00:42:12.505
I don't hate when other people are

00:42:12.525 --> 00:42:12.846
dancing.

00:42:12.925 --> 00:42:13.867
I don't like to do it.

00:42:14.166 --> 00:42:14.887
So you would think, oh,

00:42:14.927 --> 00:42:16.188
parties or weddings, Jimmy hates them.

00:42:16.268 --> 00:42:16.748
No, I love them.

00:42:16.827 --> 00:42:17.929
I just don't want to dance.

00:42:18.168 --> 00:42:19.389
So I find other things.

00:42:19.449 --> 00:42:20.871
I walk along the walls and talk to

00:42:20.911 --> 00:42:22.231
people as they come off the dance floor,

00:42:22.692 --> 00:42:23.271
all sweaty.

00:42:23.612 --> 00:42:24.052
I don't dislike it.

00:42:24.132 --> 00:42:25.293
It's a little sweaty, by the way.

00:42:25.552 --> 00:42:27.134
If you did the nuts and bolts thing,

00:42:27.594 --> 00:42:29.155
I think you would have to have it

00:42:29.215 --> 00:42:30.175
set up where...

00:42:30.715 --> 00:42:33.257
like there's a necklace or something that

00:42:33.356 --> 00:42:35.697
has the nut or the bolt like on

00:42:35.757 --> 00:42:36.599
full display.

00:42:36.659 --> 00:42:38.940
So people with the nut and bolt can

00:42:39.019 --> 00:42:39.860
see each other.

00:42:40.219 --> 00:42:41.621
You don't just randomly walk up to

00:42:41.661 --> 00:42:42.420
strangers and be like, Hey,

00:42:42.521 --> 00:42:43.081
do you have a nut?

00:42:43.101 --> 00:42:43.501
Do you have a bolt?

00:42:43.521 --> 00:42:44.362
You want to see my nut?

00:42:44.521 --> 00:42:44.641
What?

00:42:44.661 --> 00:42:45.862
That's a, don't say that.

00:42:46.063 --> 00:42:47.423
HR has said, do not say that.

00:42:48.443 --> 00:42:48.724
Yeah.

00:42:48.764 --> 00:42:50.945
So people like us do things like this.

00:42:51.025 --> 00:42:52.525
I think it has to be visible.

00:42:52.585 --> 00:42:53.666
It has to be, you know,

00:42:54.226 --> 00:42:55.666
outwardly available.

00:42:56.688 --> 00:42:56.847
Um,

00:42:57.717 --> 00:42:58.217
I like that.

00:42:58.378 --> 00:42:58.978
I could do that.

00:42:58.998 --> 00:42:59.858
I'll do that at a party.

00:42:59.938 --> 00:43:02.820
So I'll spend getting nuts and bolts

00:43:02.860 --> 00:43:04.882
through a TSA checkpoint.

00:43:04.902 --> 00:43:05.663
So I'm going to have to buy them

00:43:05.762 --> 00:43:07.403
at a Home Depot in California because I

00:43:07.423 --> 00:43:09.085
don't know if that's going to fly.

00:43:09.284 --> 00:43:09.766
Excuse me, sir.

00:43:09.786 --> 00:43:11.106
Why do you have seventy eight nuts and

00:43:11.146 --> 00:43:12.387
bolts in your carry on?

00:43:12.588 --> 00:43:13.527
Oh, it's for this game.

00:43:13.547 --> 00:43:15.108
They'd be like over here to this other

00:43:15.128 --> 00:43:15.329
patch.

00:43:16.476 --> 00:43:17.115
That's going to be heavy.

00:43:17.135 --> 00:43:17.215
Yeah,

00:43:17.235 --> 00:43:18.456
you're going to have to get it shipped

00:43:18.496 --> 00:43:20.297
to the hotel or something.

00:43:20.318 --> 00:43:20.737
Yeah,

00:43:20.757 --> 00:43:22.358
I do want to say thanks to one

00:43:22.398 --> 00:43:25.800
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00:43:26.141 --> 00:43:27.141
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00:43:27.181 --> 00:43:28.661
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00:43:32.403 --> 00:43:34.244
team-building icebreakers,

00:43:34.764 --> 00:43:36.485
and interpretive trust falls.

00:43:36.565 --> 00:43:38.327
Includes a Spotify playlist your boss

00:43:38.347 --> 00:43:40.688
thinks is cool and a stress ball shaped

00:43:40.748 --> 00:43:41.527
like your CEO.

00:43:41.829 --> 00:43:42.889
Force Fun Fridays.

00:43:46.135 --> 00:43:48.099
And pizza.

00:43:48.179 --> 00:43:50.782
A stressful shit like your CEO.

00:43:50.983 --> 00:43:52.085
Amazing.

00:43:52.204 --> 00:43:55.150
Amazing.

00:43:55.530 --> 00:43:56.393
Captain Steve,

00:43:56.432 --> 00:43:58.235
the guy who I love the bingo card.

00:43:59.094 --> 00:44:01.096
Although Force Fun Fridays,

00:44:01.135 --> 00:44:02.777
it's going to affect productivity because

00:44:03.077 --> 00:44:06.219
you can't be producing and being busy and

00:44:06.259 --> 00:44:08.681
performing if you got these Force Fun

00:44:08.701 --> 00:44:09.340
Friday parties.

00:44:09.681 --> 00:44:12.563
It's true.

00:44:12.583 --> 00:44:13.063
Yeah.

00:44:13.664 --> 00:44:15.365
David's comment.

00:44:15.385 --> 00:44:16.726
As soon as I saw Boeing,

00:44:16.746 --> 00:44:18.248
that's exactly what I thought he was going

00:44:18.268 --> 00:44:18.588
to say.

00:44:19.440 --> 00:44:20.221
If you're, what is it?

00:44:20.260 --> 00:44:21.342
If you're flying Boeing,

00:44:21.382 --> 00:44:22.682
just tell me you're ready to make repairs

00:44:22.722 --> 00:44:23.123
in the air.

00:44:23.483 --> 00:44:24.523
Things are falling apart.

00:44:24.603 --> 00:44:24.985
I brought that.

00:44:25.045 --> 00:44:30.168
Um, we've got, I went,

00:44:30.449 --> 00:44:32.791
so I think we have a mailbag segment,

00:44:32.971 --> 00:44:33.231
right?

00:44:33.931 --> 00:44:36.173
And on ptpinecast.com, the bottom right,

00:44:36.193 --> 00:44:38.414
you can send an email or a voicemail.

00:44:38.534 --> 00:44:40.117
You can just hit record and it'll pipe

00:44:40.157 --> 00:44:41.117
me a little MP three.

00:44:41.978 --> 00:44:43.778
I've been going out into the wild.

00:44:43.998 --> 00:44:45.460
Do you know one of the wildest corners

00:44:45.480 --> 00:44:46.041
of the internet?

00:44:46.481 --> 00:44:46.880
I mean,

00:44:46.920 --> 00:44:48.141
it's been one of the wildest corners of

00:44:48.161 --> 00:44:48.481
the internet.

00:44:48.501 --> 00:44:49.643
I just discovered this Reddit.

00:44:50.003 --> 00:44:51.324
And I just spent like an hour on

00:44:51.403 --> 00:44:51.724
Reddit.

00:44:51.764 --> 00:44:52.085
And I was like,

00:44:52.184 --> 00:44:53.626
what are people talking about when their

00:44:53.806 --> 00:44:56.407
only goal is to interact with other

00:44:56.447 --> 00:44:56.768
people?

00:44:57.407 --> 00:44:58.628
So went through Reddit again.

00:44:58.648 --> 00:44:59.710
This week, we found a PT.

00:45:00.570 --> 00:45:03.172
Ready to ask advice from you if you

00:45:03.192 --> 00:45:04.253
were responding on Reddit.

00:45:05.793 --> 00:45:07.514
Ready to ask for their first raise.

00:45:09.487 --> 00:45:10.648
Uh, so asking for a raise,

00:45:10.807 --> 00:45:12.588
do it has eighty two K salary,

00:45:12.949 --> 00:45:13.989
no four or one K.

00:45:14.510 --> 00:45:16.112
They have the highest productivity in the

00:45:16.132 --> 00:45:16.472
clinic.

00:45:16.751 --> 00:45:18.233
This is self-reported on Reddit.

00:45:18.893 --> 00:45:20.454
Want to ask for ninety.

00:45:20.856 --> 00:45:22.717
They want to go up eight thousand doll

00:45:22.757 --> 00:45:23.077
hairs.

00:45:24.130 --> 00:45:25.451
And I want to tell them,

00:45:25.471 --> 00:45:28.014
divide that by twenty five paychecks.

00:45:28.054 --> 00:45:29.514
And I don't you want to ask for

00:45:29.554 --> 00:45:30.615
more, but keep going.

00:45:30.795 --> 00:45:32.597
What is your advice for the PT who's

00:45:32.637 --> 00:45:34.039
like, this is my first raise.

00:45:34.119 --> 00:45:35.719
I'm obviously still there after a year,

00:45:36.280 --> 00:45:37.902
according to my math and how I'm looking

00:45:37.942 --> 00:45:38.503
at schedules.

00:45:38.742 --> 00:45:41.144
I am have the highest productivity in the

00:45:41.184 --> 00:45:41.626
clinic.

00:45:41.905 --> 00:45:43.306
I'm do I have eighty two with no

00:45:43.327 --> 00:45:43.867
four one K.

00:45:43.887 --> 00:45:44.949
I want to ask for ninety one.

00:45:45.548 --> 00:45:46.789
What's your advice to the PT?

00:45:46.909 --> 00:45:47.869
How should they frame it?

00:45:48.469 --> 00:45:50.291
And then I'll ask follow-up questions

00:45:50.331 --> 00:45:52.492
about the clinic if they say what they're

00:45:52.532 --> 00:45:52.911
thinking.

00:45:52.952 --> 00:45:55.833
So where would you start with this?

00:45:55.913 --> 00:45:58.054
Dave?

00:45:58.074 --> 00:45:59.255
Did they disclose what state?

00:45:59.434 --> 00:46:00.054
I'm just curious.

00:46:00.394 --> 00:46:00.775
They did.

00:46:00.815 --> 00:46:01.695
I just don't have it in front of

00:46:01.715 --> 00:46:01.795
me.

00:46:02.275 --> 00:46:03.996
I'll look for it while you answer.

00:46:04.257 --> 00:46:05.277
I want to say it was out west

00:46:05.336 --> 00:46:07.137
somewhere.

00:46:07.177 --> 00:46:07.378
Got it.

00:46:07.458 --> 00:46:07.717
Okay.

00:46:07.757 --> 00:46:09.278
So if I were that PT,

00:46:09.398 --> 00:46:11.719
so the salary is eighty-two and they want

00:46:11.739 --> 00:46:12.199
to make ninety?

00:46:12.500 --> 00:46:13.300
I want to get ninety.

00:46:13.320 --> 00:46:14.161
I want to get that bag.

00:46:15.523 --> 00:46:17.525
So I think it's fairly simple.

00:46:17.605 --> 00:46:20.246
You bring in the objective numbers.

00:46:20.327 --> 00:46:22.108
You use, you know,

00:46:22.128 --> 00:46:23.168
see if you're able to run reports,

00:46:23.208 --> 00:46:26.411
if not manually from the EMR and see

00:46:26.431 --> 00:46:27.632
if you're able to get some numbers.

00:46:27.672 --> 00:46:28.452
You get the numbers,

00:46:28.833 --> 00:46:30.134
you practice it a little bit,

00:46:30.153 --> 00:46:31.235
you practice a little spiel.

00:46:31.655 --> 00:46:32.856
And I would say to,

00:46:33.456 --> 00:46:34.097
if I'm that person,

00:46:34.157 --> 00:46:35.277
say to the manager or the owner or

00:46:35.297 --> 00:46:36.259
whatever, like, hey,

00:46:36.358 --> 00:46:39.300
based off of my rough calculations,

00:46:39.721 --> 00:46:40.021
of course,

00:46:40.041 --> 00:46:41.181
you can confirm this with the medical

00:46:41.222 --> 00:46:42.422
record if the therapist does not have

00:46:42.463 --> 00:46:43.503
access to the other reports.

00:46:43.876 --> 00:46:45.878
therapists and can't run reports of the

00:46:45.938 --> 00:46:47.119
productivity of the other therapists.

00:46:47.139 --> 00:46:50.483
But from my rough numbers,

00:46:50.583 --> 00:46:53.644
it looks like I might be producing the

00:46:53.684 --> 00:46:55.467
most at this practice.

00:46:55.726 --> 00:46:59.650
And assuming that I am equally as good

00:46:59.730 --> 00:47:00.510
in terms of

00:47:01.471 --> 00:47:03.452
respecting team members and morale,

00:47:03.572 --> 00:47:05.454
and I'm not doing anything to sabotage

00:47:05.715 --> 00:47:08.838
team members or make them look bad.

00:47:09.458 --> 00:47:09.898
There's no issue.

00:47:10.019 --> 00:47:12.681
Assuming this person is on good standing

00:47:12.722 --> 00:47:13.802
with all the other normal stuff,

00:47:13.822 --> 00:47:15.164
they're punctual and all the other,

00:47:15.445 --> 00:47:16.967
they're dressed appropriately,

00:47:17.007 --> 00:47:18.447
they're not coming in smelling like

00:47:18.708 --> 00:47:20.489
cigarettes or alcohol or anything crazy.

00:47:20.951 --> 00:47:22.452
Assuming that's all table stakes and all

00:47:22.492 --> 00:47:24.074
that, you say, hey,

00:47:24.954 --> 00:47:25.235
I would

00:47:26.240 --> 00:47:29.085
I'm looking at the figures and it seems

00:47:29.106 --> 00:47:33.693
like I am leading the team in terms

00:47:33.713 --> 00:47:35.596
of productivity and performance.

00:47:38.137 --> 00:47:39.900
What are your thoughts on that?

00:47:40.000 --> 00:47:41.621
First of all, is that true?

00:47:42.061 --> 00:47:45.023
I just wanted to confirm that.

00:47:45.445 --> 00:47:46.485
You got to get the owner or the

00:47:46.505 --> 00:47:47.746
manager or whatever talking.

00:47:48.507 --> 00:47:50.489
You just want to start with questions.

00:47:50.530 --> 00:47:51.309
Then I think they'll get it.

00:47:51.369 --> 00:47:53.172
I think they'll understand because at the

00:47:53.192 --> 00:47:53.552
end of the day,

00:47:53.592 --> 00:47:55.614
especially with in-network and Medicare

00:47:55.634 --> 00:47:57.356
and all that with insurances with capped

00:47:57.496 --> 00:47:58.556
payment and reimbursement,

00:47:59.211 --> 00:48:02.295
if this therapist is truly performing the

00:48:02.335 --> 00:48:03.576
most, seeing the most patients,

00:48:04.135 --> 00:48:05.197
billing the most units, all that,

00:48:05.237 --> 00:48:06.378
everything is legal and ethical,

00:48:06.577 --> 00:48:09.081
documentation is timely and all the table

00:48:09.121 --> 00:48:10.782
stakes stuff, then yeah,

00:48:10.842 --> 00:48:13.123
they have the most leverage because if

00:48:13.585 --> 00:48:14.905
they don't get what they want,

00:48:14.945 --> 00:48:16.266
if they don't get the ninety K or

00:48:16.286 --> 00:48:16.646
whatever,

00:48:17.088 --> 00:48:19.190
they could absolutely easily bounce

00:48:19.210 --> 00:48:20.250
somewhere else and leave.

00:48:20.771 --> 00:48:23.313
So you could ask, you know,

00:48:23.512 --> 00:48:24.954
consequence questions like, Hey,

00:48:24.994 --> 00:48:26.275
like what, um,

00:48:27.108 --> 00:48:28.487
What would happen to the practice if you

00:48:28.527 --> 00:48:30.188
happen to lose your top performing

00:48:30.248 --> 00:48:30.628
therapist?

00:48:30.648 --> 00:48:32.128
Like if you didn't have that performance,

00:48:32.188 --> 00:48:33.969
like what, you know,

00:48:34.090 --> 00:48:35.730
so like there's ways to flip it and

00:48:35.851 --> 00:48:37.411
ask questions as opposed to saying,

00:48:37.590 --> 00:48:38.351
I want this.

00:48:38.891 --> 00:48:39.871
But if you lay out the numbers,

00:48:39.911 --> 00:48:40.231
either way,

00:48:40.251 --> 00:48:41.172
you could lay out the numbers and say

00:48:41.192 --> 00:48:44.813
like, I think, I believe that my,

00:48:45.132 --> 00:48:48.054
my performance warrants this.

00:48:48.862 --> 00:48:49.543
more compensation.

00:48:49.603 --> 00:48:52.005
I'm delivering more value to the bottom

00:48:52.025 --> 00:48:53.226
line than other team members,

00:48:53.286 --> 00:48:53.847
respectfully.

00:48:54.286 --> 00:48:55.467
And you could go that way as well.

00:48:55.527 --> 00:48:56.168
It just depends.

00:48:56.208 --> 00:48:56.289
Like,

00:48:56.309 --> 00:48:58.369
do you want to go like questions based

00:48:58.429 --> 00:49:00.952
route and have them make it their decision

00:49:01.012 --> 00:49:02.652
to up your pay?

00:49:03.333 --> 00:49:04.594
You could also go directly.

00:49:04.715 --> 00:49:05.755
It's really going to depend on the

00:49:05.775 --> 00:49:08.757
therapist and the manager, business owner,

00:49:08.898 --> 00:49:10.619
decision maker around who's going to,

00:49:11.159 --> 00:49:13.260
who's the decision maker for higher

00:49:13.300 --> 00:49:13.902
compensation.

00:49:13.942 --> 00:49:14.963
But I would love to hear what Tony

00:49:15.003 --> 00:49:15.222
thinks.

00:49:16.074 --> 00:49:17.056
Yeah,

00:49:17.335 --> 00:49:19.717
you have to understand who the decision

00:49:19.737 --> 00:49:21.318
maker is, just like Dave said.

00:49:21.918 --> 00:49:25.440
And what are they really making their

00:49:25.519 --> 00:49:26.599
decision based on?

00:49:27.501 --> 00:49:29.501
There have been times throughout my twenty

00:49:29.541 --> 00:49:31.842
five years of private practice ownership

00:49:31.882 --> 00:49:34.443
where I made a decision to pay someone

00:49:34.483 --> 00:49:37.105
more just because I didn't want the hassle

00:49:37.306 --> 00:49:38.246
of replacing them.

00:49:38.706 --> 00:49:40.106
They were the least productive.

00:49:40.403 --> 00:49:41.804
They were the least effective.

00:49:42.144 --> 00:49:43.806
They weren't the best therapist,

00:49:43.967 --> 00:49:46.668
but I just didn't have the capacity to

00:49:46.728 --> 00:49:47.588
replace them,

00:49:48.010 --> 00:49:50.251
so it would be worth the nearly ten

00:49:50.291 --> 00:49:51.992
percent increase in pet.

00:49:53.012 --> 00:49:56.054
There were times where I chose to pay

00:49:56.114 --> 00:49:59.117
somebody more just because they were

00:49:59.818 --> 00:50:01.539
the social person in the clinic.

00:50:01.619 --> 00:50:03.601
You know, I'm not the social person.

00:50:04.043 --> 00:50:05.905
The other therapists weren't really the

00:50:05.965 --> 00:50:06.585
social, but this,

00:50:06.985 --> 00:50:08.949
so you have to understand the motivation

00:50:09.009 --> 00:50:10.250
of the person who's going to make the

00:50:10.289 --> 00:50:10.791
decision,

00:50:11.532 --> 00:50:15.016
but like nine thousand dollars or eight

00:50:15.056 --> 00:50:15.836
thousand dollars,

00:50:15.856 --> 00:50:17.217
it's not a big deal in the big

00:50:17.277 --> 00:50:18.179
scheme of things,

00:50:18.780 --> 00:50:19.179
but

00:50:20.248 --> 00:50:21.788
If you look at it on a percentage

00:50:21.807 --> 00:50:24.088
basis and the person making the decision

00:50:24.148 --> 00:50:25.969
is so used to three percent and nothing

00:50:26.050 --> 00:50:26.469
more,

00:50:27.250 --> 00:50:29.010
now you're saying I want eight or nine,

00:50:29.050 --> 00:50:29.851
ten percent.

00:50:29.951 --> 00:50:31.431
There's no way they're going to say yes.

00:50:31.891 --> 00:50:33.672
You just have to understand what you're

00:50:33.771 --> 00:50:36.672
selling that person on this idea.

00:50:37.132 --> 00:50:39.132
You have to understand what they are

00:50:39.213 --> 00:50:41.233
willing to buy, what they need,

00:50:41.293 --> 00:50:42.733
what are their pain points.

00:50:43.974 --> 00:50:46.115
Sometimes it's productivity,

00:50:46.175 --> 00:50:48.137
but I find that it rarely is.

00:50:48.498 --> 00:50:50.980
I just don't see productivity,

00:50:51.039 --> 00:50:54.083
profitability being the deciding factor.

00:50:54.563 --> 00:50:57.204
The pain point is usually I don't want

00:50:57.224 --> 00:50:58.186
to replace somebody.

00:50:58.286 --> 00:50:59.766
I don't want to go through interviews.

00:50:59.827 --> 00:51:01.088
It's going to cost me more than eight

00:51:01.108 --> 00:51:03.010
thousand dollars to find somebody who's

00:51:03.030 --> 00:51:04.070
going to do your job.

00:51:04.590 --> 00:51:07.052
So that that is what they're paying the

00:51:07.092 --> 00:51:07.914
eight thousand for.

00:51:08.364 --> 00:51:09.871
I was on Reddit, great answers,

00:51:10.552 --> 00:51:11.396
and you covered both bases.

00:51:11.456 --> 00:51:12.360
I was going to ask you now go

00:51:12.380 --> 00:51:14.847
from the clinic side, but you did that.

00:51:16.420 --> 00:51:18.661
uh dave i was on reddit and found

00:51:18.702 --> 00:51:20.802
this one and thought of you so i

00:51:20.822 --> 00:51:22.643
will let you go first second i don't

00:51:22.684 --> 00:51:25.284
care okay this is a student talking about

00:51:25.324 --> 00:51:27.746
their first clinical rotation uh very

00:51:27.786 --> 00:51:29.487
first rotation and it's only been a week

00:51:29.646 --> 00:51:31.688
and i am honestly so exhausted and burnt

00:51:31.807 --> 00:51:33.429
out already i've been waking up super

00:51:33.528 --> 00:51:36.550
early for my ten to eleven hour day

00:51:37.251 --> 00:51:38.871
four days a week so they're doing four

00:51:38.911 --> 00:51:40.152
tens i gotta be honest

00:51:41.226 --> 00:51:43.186
Okay, I won't put any thoughts in there.

00:51:43.327 --> 00:51:45.148
Every nurse in the country has done it.

00:51:45.168 --> 00:51:45.809
Go ahead.

00:51:45.829 --> 00:51:46.048
Got it.

00:51:46.068 --> 00:51:47.829
And I don't know how early super early

00:51:47.969 --> 00:51:48.891
is, but like, okay,

00:51:49.030 --> 00:51:50.972
so you're doing ten to eleven hour days,

00:51:51.032 --> 00:51:51.592
four days a week.

00:51:51.612 --> 00:51:52.913
You've been getting one to two walk-in

00:51:53.032 --> 00:51:54.034
evals with little prep time.

00:51:54.054 --> 00:51:54.554
Oh, my God.

00:51:54.574 --> 00:51:55.835
You got to wake up early?

00:51:55.894 --> 00:51:57.715
I'm so sorry to hear that.

00:51:58.936 --> 00:52:00.557
And seeing seven to eight patients.

00:52:00.617 --> 00:52:00.818
I'm like,

00:52:00.858 --> 00:52:02.018
I don't know how long or what time.

00:52:02.059 --> 00:52:03.018
I don't know the setting yet.

00:52:03.159 --> 00:52:04.900
I guess the only saving grace is I

00:52:04.940 --> 00:52:06.541
just have to run the exercises with them,

00:52:06.581 --> 00:52:07.822
but I also have to do the notes

00:52:07.922 --> 00:52:08.163
after.

00:52:09.583 --> 00:52:11.664
The other CI has been super helpful on

00:52:11.684 --> 00:52:12.865
somewhat on quizzing me and making me do

00:52:12.925 --> 00:52:17.028
manual stuff and taking measurements.

00:52:17.048 --> 00:52:17.809
So where's the question?

00:52:17.849 --> 00:52:18.891
I feel like I hit the ground running

00:52:18.951 --> 00:52:19.731
and trying to think about it,

00:52:19.751 --> 00:52:20.472
but I'm dreading wondering,

00:52:20.512 --> 00:52:22.492
is this really all there is to clinical

00:52:22.532 --> 00:52:23.114
rotations?

00:52:23.373 --> 00:52:23.974
I know it's not the word,

00:52:24.275 --> 00:52:24.835
so I don't know.

00:52:25.155 --> 00:52:26.115
Are they mad they're not doing...

00:52:26.215 --> 00:52:27.056
I couldn't figure this out.

00:52:27.097 --> 00:52:29.077
Are they mad they're not doing enough or

00:52:29.097 --> 00:52:30.358
they're doing too much?

00:52:31.039 --> 00:52:33.641
So I call this one Goldilocks.

00:52:33.681 --> 00:52:35.422
Are we mad that you're being asked to

00:52:35.443 --> 00:52:36.804
get up too early and work too long

00:52:36.844 --> 00:52:37.985
and do too much?

00:52:38.364 --> 00:52:39.367
Cause I gotta be at seven to eight

00:52:39.407 --> 00:52:40.007
patients a day.

00:52:40.369 --> 00:52:41.751
Are they spinal cord injury patients?

00:52:41.771 --> 00:52:42.552
Like that's a lot.

00:52:43.034 --> 00:52:43.835
Are they not like,

00:52:43.855 --> 00:52:44.596
so you're leaving out a lot of

00:52:44.635 --> 00:52:45.097
information.

00:52:45.398 --> 00:52:46.559
And when you leave information out,

00:52:46.639 --> 00:52:47.641
I get to make stuff up.

00:52:48.670 --> 00:52:50.590
The last three words of this post,

00:52:51.050 --> 00:52:52.911
the place is so fast-paced,

00:52:53.351 --> 00:52:56.572
but treating seven to eight patients a day

00:52:58.313 --> 00:53:01.673
in ten hours is more than one-on-one.

00:53:01.713 --> 00:53:02.934
That means you're having, you know,

00:53:02.974 --> 00:53:04.414
fifteen minutes in between patients or

00:53:04.434 --> 00:53:06.574
whatever for the documentation that

00:53:06.594 --> 00:53:08.655
they're saying that they have to do the

00:53:08.675 --> 00:53:09.215
notes after.

00:53:10.576 --> 00:53:10.835
This...

00:53:12.077 --> 00:53:13.657
I'm going to try to be really nice,

00:53:13.697 --> 00:53:16.938
but I... From reading this, probably...

00:53:17.634 --> 00:53:19.675
This is a person that never got punched

00:53:19.695 --> 00:53:20.637
in the face as a kid.

00:53:23.119 --> 00:53:24.661
They didn't work in hospitality.

00:53:24.940 --> 00:53:26.983
They never got their butt slapped.

00:53:27.463 --> 00:53:31.806
They never had resistance, challenges,

00:53:32.266 --> 00:53:33.007
adversity.

00:53:33.789 --> 00:53:34.829
That's what this sounds like.

00:53:35.130 --> 00:53:36.311
Because everyone else watching or

00:53:36.331 --> 00:53:37.791
listening in the physical therapy world...

00:53:40.052 --> 00:53:41.432
Man, in an eight-hour day,

00:53:41.472 --> 00:53:42.313
there's some practices,

00:53:42.393 --> 00:53:44.753
some therapists that are routinely seeing

00:53:45.153 --> 00:53:47.255
twelve to twenty-four patients a day in

00:53:47.355 --> 00:53:48.014
eight hours.

00:53:48.534 --> 00:53:49.934
My other thing, too,

00:53:49.976 --> 00:53:51.056
is I'm waking up super early for my

00:53:51.115 --> 00:53:52.215
ten to eleven-hour day.

00:53:52.755 --> 00:53:53.356
I want to ask,

00:53:53.536 --> 00:53:55.177
is that ten to eleven hours in the

00:53:55.217 --> 00:53:55.556
clinic,

00:53:55.657 --> 00:53:57.498
or are you counting when you open your

00:53:57.677 --> 00:53:59.478
eyes to when you get home?

00:53:59.798 --> 00:54:01.119
Is that your time, too?

00:54:01.958 --> 00:54:03.340
If they're doing fours,

00:54:03.400 --> 00:54:05.519
I'm guessing it's ten hours or eleven

00:54:05.539 --> 00:54:07.101
hours in clinic, which still...

00:54:08.018 --> 00:54:08.958
That's a work week.

00:54:09.157 --> 00:54:10.878
Like we've all sort of looked around and

00:54:10.898 --> 00:54:11.398
said, forty.

00:54:11.438 --> 00:54:12.079
Are we good with forty?

00:54:12.438 --> 00:54:13.159
Forty feels OK.

00:54:13.239 --> 00:54:13.778
Let's do forty.

00:54:13.838 --> 00:54:14.079
All right.

00:54:14.119 --> 00:54:14.860
Forty is good.

00:54:14.940 --> 00:54:15.659
Eight times five.

00:54:16.019 --> 00:54:16.699
Four times ten.

00:54:16.840 --> 00:54:18.920
Great.

00:54:19.581 --> 00:54:21.201
This this will be my parting shot because

00:54:21.221 --> 00:54:24.121
I got a bunch of people walking in.

00:54:24.141 --> 00:54:25.101
You got walk-ins coming.

00:54:25.121 --> 00:54:25.782
What are you doing, Tony?

00:54:25.802 --> 00:54:26.583
We're in a clinic here.

00:54:26.603 --> 00:54:27.742
It sounds it's too fast paced.

00:54:29.509 --> 00:54:32.851
This has been my frustration is, you know,

00:54:33.192 --> 00:54:36.394
we're using these subjective experiences.

00:54:37.155 --> 00:54:38.617
And for some reason,

00:54:38.657 --> 00:54:40.659
we think these are objective measures.

00:54:40.699 --> 00:54:41.018
You know,

00:54:41.099 --> 00:54:43.782
now you can compare this to a subjective

00:54:43.822 --> 00:54:44.541
pain report.

00:54:44.641 --> 00:54:48.146
You can compare this to other people

00:54:48.206 --> 00:54:51.027
talking about the mental cognitive load of

00:54:51.088 --> 00:54:51.449
something.

00:54:52.108 --> 00:54:56.010
I have no doubt this individual perceives

00:54:56.090 --> 00:54:59.692
this experience as hard, air quotes, hard,

00:54:59.751 --> 00:55:00.572
challenging.

00:55:01.891 --> 00:55:02.612
For them,

00:55:02.873 --> 00:55:05.934
eight to whatever patients a day is tough.

00:55:06.034 --> 00:55:07.233
Yes, it is hard.

00:55:07.673 --> 00:55:09.635
But it's not necessarily objectively hard.

00:55:10.034 --> 00:55:11.695
It is subjectively hard.

00:55:12.175 --> 00:55:13.496
It is hard to you,

00:55:13.596 --> 00:55:14.996
not to other people.

00:55:15.536 --> 00:55:17.137
And just because it's hard to you,

00:55:18.280 --> 00:55:18.539
You know,

00:55:18.559 --> 00:55:20.481
you put something out that this is the

00:55:20.521 --> 00:55:22.702
same frustration I get when somebody says

00:55:22.762 --> 00:55:23.943
houses are unaffordable.

00:55:24.302 --> 00:55:24.503
No,

00:55:24.563 --> 00:55:26.923
the house you want to buy is unaffordable

00:55:27.003 --> 00:55:28.704
and it's unaffordable to you.

00:55:29.304 --> 00:55:31.106
And so I don't know if this is

00:55:31.166 --> 00:55:33.927
social media that's making everybody has a

00:55:33.967 --> 00:55:34.286
voice.

00:55:34.387 --> 00:55:35.668
Everybody has a platform.

00:55:36.068 --> 00:55:38.809
This complaint would never have surfaced

00:55:38.949 --> 00:55:41.510
if we didn't have access to so much

00:55:41.590 --> 00:55:42.411
information.

00:55:43.331 --> 00:55:45.032
I had always assumed this stuff would just

00:55:45.072 --> 00:55:47.873
eventually drown out like every,

00:55:48.114 --> 00:55:49.275
we would be flooded with it,

00:55:49.295 --> 00:55:51.757
but it's still persistent here.

00:55:51.777 --> 00:55:52.777
So I don't know.

00:55:54.617 --> 00:55:54.918
Yeah.

00:55:55.199 --> 00:55:56.360
I don't know if we need to bring

00:55:56.400 --> 00:55:59.722
pain science into like social media and,

00:55:59.762 --> 00:56:00.842
you know, acknowledge,

00:56:01.003 --> 00:56:02.764
I understand you feel this way,

00:56:02.804 --> 00:56:05.304
but don't confuse your feelings with the

00:56:05.344 --> 00:56:06.706
reality of the world.

00:56:07.606 --> 00:56:07.766
Um,

00:56:08.387 --> 00:56:09.987
But that's my parting shot, guys.

00:56:10.188 --> 00:56:12.349
I will catch up with you guys next

00:56:12.389 --> 00:56:12.608
time.

00:56:12.648 --> 00:56:14.268
Thanks for having me.

00:56:14.389 --> 00:56:14.869
See you, Tony.

00:56:14.949 --> 00:56:17.170
David says we need to make a Prison

00:56:17.230 --> 00:56:19.210
Mike meme for Dave.

00:56:19.291 --> 00:56:20.572
I didn't know what Prison Mike was.

00:56:20.612 --> 00:56:21.791
And then, of course, Google has it.

00:56:23.293 --> 00:56:23.913
The Office.

00:56:24.373 --> 00:56:25.373
You don't watch The Office?

00:56:25.693 --> 00:56:27.835
I did, but I don't remember Prison Mike.

00:56:27.894 --> 00:56:30.295
I mean, I guess I remember.

00:56:34.077 --> 00:56:35.077
It was a great episode.

00:56:35.858 --> 00:56:36.378
Also,

00:56:36.579 --> 00:56:38.940
I'm a little annoyed with David Reuben D

00:56:38.981 --> 00:56:40.262
three because on LinkedIn,

00:56:40.322 --> 00:56:42.905
he was giving kudos to Jerry Durham about

00:56:42.945 --> 00:56:44.885
congratulations to the Niners for knocking

00:56:44.925 --> 00:56:45.686
off my Eagles.

00:56:46.146 --> 00:56:47.608
So David Reuben, I love you,

00:56:47.668 --> 00:56:49.030
but I don't like that you're a Niners

00:56:49.050 --> 00:56:51.130
fan or you were saying congrats to Jerry

00:56:51.311 --> 00:56:52.452
for the Niners beating my Eagles.

00:56:52.472 --> 00:56:54.253
I'm still bitter about it from two days

00:56:54.293 --> 00:56:55.195
ago or three days ago.

00:56:55.594 --> 00:56:55.795
Yeah,

00:56:55.875 --> 00:56:58.255
I want to make sure we don't lose

00:56:58.335 --> 00:57:00.918
money by not mentioning one of the

00:57:01.038 --> 00:57:01.577
sponsors.

00:57:01.617 --> 00:57:03.559
So let's make sure we get this live

00:57:03.599 --> 00:57:06.340
read-in for this sponsor.

00:57:06.541 --> 00:57:07.641
SuctionX.

00:57:08.382 --> 00:57:11.222
Ask your PT if SuctionX is right for

00:57:11.282 --> 00:57:11.523
you.

00:57:11.702 --> 00:57:14.244
SuctionX is a breakthrough external

00:57:14.284 --> 00:57:16.166
decompression enhancement therapy using

00:57:16.226 --> 00:57:18.126
time-tested circular discoloration

00:57:18.186 --> 00:57:21.248
protocols to create the illusion of

00:57:21.307 --> 00:57:22.489
clinical progress.

00:57:22.509 --> 00:57:22.809
Mmm.

00:57:23.028 --> 00:57:23.648
Hmm.

00:57:24.110 --> 00:57:26.090
Side effects may include awkward bruises,

00:57:26.251 --> 00:57:27.652
unsolicited gym questions,

00:57:27.713 --> 00:57:28.612
cult-like devotion,

00:57:28.652 --> 00:57:30.094
spontaneous TikTok videos,

00:57:30.534 --> 00:57:32.896
and a temporary belief in ancient air

00:57:32.936 --> 00:57:33.597
vacuums.

00:57:33.777 --> 00:57:36.699
Suction X because recovery should be

00:57:37.079 --> 00:57:37.579
dramatic.

00:57:37.639 --> 00:57:39.581
Jimmy, I don't care what you say.

00:57:39.902 --> 00:57:41.202
Cupping feels amazing.

00:57:41.322 --> 00:57:42.184
It helps me.

00:57:42.224 --> 00:57:43.605
Sometimes I've used it with clients.

00:57:44.445 --> 00:57:46.327
I have cupping marks on my back right

00:57:46.367 --> 00:57:46.547
now.

00:57:46.788 --> 00:57:47.588
I love cupping.

00:57:47.909 --> 00:57:49.250
Listen, I'm not saying don't love cupping.

00:57:49.269 --> 00:57:50.971
I'm saying take the money from Suction X.

00:57:50.990 --> 00:57:52.311
That's what we do.

00:57:53.610 --> 00:57:54.409
All right.

00:57:54.630 --> 00:57:54.889
All right.

00:57:54.969 --> 00:57:55.630
Uh, uh, parting shots.

00:57:55.771 --> 00:57:56.010
I, I,

00:57:56.331 --> 00:57:57.891
I do think we can loop back around

00:57:57.931 --> 00:57:59.550
in the future to talk more about, uh,

00:57:59.590 --> 00:58:01.972
physical product bundles or service

00:58:02.012 --> 00:58:03.431
bundles with patients the way that we were

00:58:03.452 --> 00:58:05.893
talking about value meal for McDonald's

00:58:06.032 --> 00:58:08.012
and how can there be like,

00:58:08.032 --> 00:58:09.773
what would be the value meal for physical

00:58:09.813 --> 00:58:10.153
therapy?

00:58:10.233 --> 00:58:11.893
So every patient is different.

00:58:11.914 --> 00:58:12.675
That's a challenge.

00:58:13.275 --> 00:58:14.114
Every patient is different.

00:58:14.155 --> 00:58:15.335
Every condition is different.

00:58:15.914 --> 00:58:16.896
You know, some people are like, Oh,

00:58:16.976 --> 00:58:18.255
I don't like tens and electrical

00:58:18.275 --> 00:58:20.655
simulation or modalities or whatever,

00:58:20.795 --> 00:58:22.896
or massage guns are useless, but,

00:58:23.742 --> 00:58:25.664
people like we don't need to recreate the

00:58:25.704 --> 00:58:25.985
wheel.

00:58:26.144 --> 00:58:28.106
Like people know what value meal means.

00:58:28.447 --> 00:58:29.867
So like if you went into a physical

00:58:29.887 --> 00:58:30.807
therapy office and it was like,

00:58:31.068 --> 00:58:32.670
here's literally like, Hey,

00:58:32.710 --> 00:58:34.130
we're ripping it off a hundred percent

00:58:34.911 --> 00:58:35.090
here.

00:58:35.231 --> 00:58:36.853
I want to, I want the value meal,

00:58:37.313 --> 00:58:38.713
the value meal for your knee or your

00:58:38.753 --> 00:58:39.293
back or whatever.

00:58:39.355 --> 00:58:41.536
And it's a tenjunit and a foam roller

00:58:41.715 --> 00:58:45.179
and suction X cupping or whatever,

00:58:45.259 --> 00:58:45.818
whatever it is.

00:58:46.059 --> 00:58:47.701
You have temporary tattoos that look like

00:58:47.721 --> 00:58:48.081
cupping dots.

00:58:48.121 --> 00:58:49.461
David Rubin, you're a Ravens.

00:58:49.561 --> 00:58:50.041
I think they already,

00:58:50.121 --> 00:58:52.184
I think the Ravens got knocked out.

00:58:55.465 --> 00:58:56.644
Yeah, I don't disagree.

00:58:57.365 --> 00:58:57.686
Perfect.

00:58:57.766 --> 00:58:57.985
All right.

00:58:58.626 --> 00:59:01.847
My parting shot would be understand what

00:59:01.867 --> 00:59:04.347
game you're playing and don't hate the

00:59:04.367 --> 00:59:05.987
player, hate the game or love the game,

00:59:06.007 --> 00:59:08.088
but understand the game.

00:59:08.148 --> 00:59:09.307
I feel like this came up several times.

00:59:09.768 --> 00:59:11.728
If that type of patient population and

00:59:11.748 --> 00:59:13.789
that speed and that work isn't for you,

00:59:14.009 --> 00:59:14.409
don't do it.

00:59:14.789 --> 00:59:15.768
I was in the clinic for two years.

00:59:15.889 --> 00:59:16.710
I knew I didn't want to be in

00:59:16.750 --> 00:59:18.090
a clinic during my clinical rotations.

00:59:18.489 --> 00:59:18.809
I knew it.

00:59:18.989 --> 00:59:19.710
Went to leave PT school.

00:59:19.730 --> 00:59:21.090
I was like, this isn't for me.

00:59:21.351 --> 00:59:22.650
This isn't too hard.

00:59:23.817 --> 00:59:25.458
This wasn't the heart I wanted to do.

00:59:25.498 --> 00:59:26.298
I didn't like it.

00:59:26.418 --> 00:59:28.059
I was like, I love ice cream,

00:59:28.099 --> 00:59:29.481
but this flavor ain't for me.

00:59:30.061 --> 00:59:30.900
So I went somewhere.

00:59:31.001 --> 00:59:31.742
I didn't bitch about it.

00:59:31.802 --> 00:59:35.003
You didn't go on social media.

00:59:35.043 --> 00:59:35.985
You didn't go on Reddit.

00:59:36.164 --> 00:59:38.005
You didn't go and flame the whole

00:59:38.065 --> 00:59:38.525
industry.

00:59:38.626 --> 00:59:39.085
No.

00:59:39.367 --> 00:59:40.746
What I did was I talked to my

00:59:40.806 --> 00:59:41.688
roommates and I was like,

00:59:41.728 --> 00:59:42.708
do you like this?

00:59:42.748 --> 00:59:43.528
And they're like, we love it.

00:59:43.568 --> 00:59:45.791
And I'm like, oh, this isn't for me.

00:59:46.431 --> 00:59:47.652
And I felt bad about it.

00:59:47.791 --> 00:59:48.172
I was like,

00:59:48.371 --> 00:59:50.432
what's wrong with me that I don't love

00:59:50.492 --> 00:59:50.773
this?

00:59:51.693 --> 00:59:52.994
And then they looked at me hosting a

00:59:53.034 --> 00:59:55.376
podcast as a PT student from my couch.

00:59:55.396 --> 00:59:56.556
And they were like, that's weird.

00:59:56.576 --> 00:59:57.456
I'm like, dude, I love this.

00:59:57.496 --> 00:59:58.237
I learned so much.

00:59:58.277 --> 00:59:59.958
And look what happens when we do this.

00:59:59.978 --> 01:00:00.577
I'm like, oh,

01:00:00.637 --> 01:00:02.858
so my heart and your heart are different.

01:00:02.938 --> 01:00:04.420
And you not liking my heart is totally

01:00:04.440 --> 01:00:04.619
cool.

01:00:04.980 --> 01:00:06.621
If we all like the same stuff,

01:00:06.960 --> 01:00:08.541
there would be no jobs for that.

01:00:09.480 --> 01:00:10.039
Do you know what I mean?

01:00:10.099 --> 01:00:11.400
If there were no crazy enough people to

01:00:11.440 --> 01:00:12.501
walk into burning buildings,

01:00:13.001 --> 01:00:15.324
like all the burning buildings would just

01:00:15.344 --> 01:00:16.043
burn to the ground.

01:00:16.063 --> 01:00:17.284
Like we have to have people who like

01:00:17.684 --> 01:00:18.865
and are OK with different stuff.

01:00:19.186 --> 01:00:20.907
That's OK that you're that student.

01:00:21.507 --> 01:00:22.248
Choose your heart.

01:00:22.288 --> 01:00:23.208
If this ain't it, man,

01:00:23.568 --> 01:00:25.190
you signed up for the end.

01:00:25.449 --> 01:00:26.650
I want to be a PT and tell

01:00:26.690 --> 01:00:27.751
people I'm a PT and do this.

01:00:27.992 --> 01:00:28.893
And now you're doing it.

01:00:29.112 --> 01:00:30.693
And if those two things don't match,

01:00:31.273 --> 01:00:33.655
you will hate getting out of bed every

01:00:33.695 --> 01:00:33.916
day.

01:00:34.356 --> 01:00:34.896
That is I mean,

01:00:34.996 --> 01:00:36.677
that's that I'm going to stand behind

01:00:36.697 --> 01:00:36.818
that.

01:00:37.398 --> 01:00:38.199
Choose your hard.

01:00:38.539 --> 01:00:38.918
Right.

01:00:38.958 --> 01:00:40.159
Same thing with business, though.

01:00:40.420 --> 01:00:40.920
If you're like, well,

01:00:40.980 --> 01:00:41.920
I just want to do what I want

01:00:41.940 --> 01:00:43.742
to do and get paid as much money.

01:00:43.762 --> 01:00:45.163
And the insurance company sucks.

01:00:45.543 --> 01:00:46.844
You're doing the same thing as that

01:00:46.884 --> 01:00:47.224
student.

01:00:47.264 --> 01:00:48.585
You're bitching about the thing that you

01:00:48.684 --> 01:00:49.585
signed up for.

01:00:50.005 --> 01:00:51.085
You signed a contract.

01:00:51.385 --> 01:00:51.847
They said,

01:00:51.987 --> 01:00:53.628
if you do a we pay B,

01:00:53.827 --> 01:00:55.509
you do see we pay D and you're

01:00:55.548 --> 01:00:56.148
mad about it.

01:00:56.329 --> 01:00:56.969
That's OK.

01:00:57.289 --> 01:00:58.811
That ain't going to change it, though.

01:00:59.740 --> 01:01:00.420
It's not going to change it.

01:01:00.541 --> 01:01:02.161
And you probably should have done more

01:01:02.181 --> 01:01:04.121
shadowing and more due diligence when you

01:01:04.141 --> 01:01:06.762
were younger before you actually went into

01:01:06.802 --> 01:01:07.422
the program,

01:01:07.443 --> 01:01:08.762
the doctor physical therapy program or

01:01:08.802 --> 01:01:09.123
whatever.

01:01:09.523 --> 01:01:11.724
So sorry to tell you,

01:01:11.784 --> 01:01:13.525
but it's your fault that if you didn't

01:01:13.565 --> 01:01:15.864
do enough due diligence or have advisors

01:01:15.905 --> 01:01:16.985
or help or whatever to say, hey,

01:01:17.005 --> 01:01:18.666
why don't you go shadow at the concentra

01:01:18.686 --> 01:01:19.186
down the street?

01:01:19.485 --> 01:01:20.365
Then you would have been there.

01:01:20.606 --> 01:01:21.367
Then you could have talked to the

01:01:21.387 --> 01:01:22.666
therapist four or five years ago,

01:01:22.686 --> 01:01:22.967
whatever.

01:01:23.327 --> 01:01:24.047
And then you would have said,

01:01:24.467 --> 01:01:26.288
then maybe that's not right for me.

01:01:26.708 --> 01:01:28.228
So here's the problem.

01:01:28.369 --> 01:01:30.271
I agree with eighty nine percent of what

01:01:30.291 --> 01:01:30.550
you're saying.

01:01:30.871 --> 01:01:32.251
Talking to therapists,

01:01:32.952 --> 01:01:34.233
if they like the job,

01:01:34.733 --> 01:01:35.474
if they like it,

01:01:35.494 --> 01:01:37.797
if they think that doesn't work,

01:01:38.356 --> 01:01:38.916
you have to ask them,

01:01:39.197 --> 01:01:40.097
what do you like about it?

01:01:40.137 --> 01:01:40.679
Why do you like?

01:01:40.739 --> 01:01:40.918
Well,

01:01:40.978 --> 01:01:42.320
I see eight to ten patients a day

01:01:42.800 --> 01:01:43.701
and they're like, that's fine.

01:01:43.721 --> 01:01:44.661
And you're like, oh, God.

01:01:45.282 --> 01:01:46.463
I get up at five thirty because I

01:01:46.503 --> 01:01:47.943
live an hour away and I don't want

01:01:47.963 --> 01:01:48.202
to do that.

01:01:48.362 --> 01:01:48.523
Good.

01:01:48.563 --> 01:01:49.384
Then you don't like the job.

01:01:49.664 --> 01:01:50.943
Somebody I think it was Seth Godin or

01:01:50.963 --> 01:01:51.744
someone reframed it.

01:01:51.764 --> 01:01:52.105
They were like,

01:01:52.465 --> 01:01:53.824
you know how many people I hear just

01:01:53.844 --> 01:01:54.826
say I want to quit my job.

01:01:54.865 --> 01:01:55.985
I want to open up a coffee shop.

01:01:56.186 --> 01:01:57.987
And the guy came in and such great

01:01:58.007 --> 01:01:58.766
way of framing it.

01:01:59.427 --> 01:02:01.509
Do you like spreadsheets and ordering

01:02:01.548 --> 01:02:03.548
things and making and paying for things

01:02:03.568 --> 01:02:04.630
and shipping things like no.

01:02:05.782 --> 01:02:07.282
That's what the owner of a coffee shop

01:02:07.302 --> 01:02:07.523
does.

01:02:07.543 --> 01:02:09.262
They make sure there's cups and lids and

01:02:09.322 --> 01:02:11.463
coffee and danishes on site.

01:02:12.525 --> 01:02:13.925
You want to be a barista.

01:02:14.284 --> 01:02:14.806
You're like,

01:02:14.846 --> 01:02:16.346
I want to hang out and make coffee

01:02:16.385 --> 01:02:17.726
and talk to people and yuck it up

01:02:17.766 --> 01:02:18.067
all day.

01:02:18.306 --> 01:02:19.347
You want to be a barista,

01:02:19.807 --> 01:02:21.527
but you want to make coffee shop owner

01:02:21.588 --> 01:02:21.889
money.

01:02:22.449 --> 01:02:24.530
Everybody wants to be a gangster until

01:02:24.570 --> 01:02:26.630
it's time to start doing gangster things.

01:02:27.251 --> 01:02:27.811
Dave ducked out.

01:02:27.831 --> 01:02:28.090
All right.

01:02:28.710 --> 01:02:29.751
We'll be back on Thursday.

01:02:30.981 --> 01:02:32.704
And feel free to weigh in.

01:02:32.744 --> 01:02:34.045
I think we're going to talk about value

01:02:34.065 --> 01:02:36.668
meals again and how you can strategize

01:02:36.688 --> 01:02:36.829
that.

01:02:37.170 --> 01:02:38.851
And if someone is doing that already,

01:02:39.413 --> 01:02:40.813
I would love to hear from you how

01:02:40.853 --> 01:02:43.317
you are framing that, what you are doing,

01:02:43.356 --> 01:02:44.219
what you are calling it,

01:02:44.358 --> 01:02:46.300
all the simple and all the big things.

01:02:46.360 --> 01:02:46.762
We'll see you.

01:02:48.141 --> 01:02:48.382
That's it.

01:02:48.402 --> 01:02:48.601
We're out.

01:02:48.621 --> 01:02:50.123
Boys, what the hell are you doing?

01:02:50.163 --> 01:02:52.983
Follow Tony Meritato on YouTube at Total

01:02:53.023 --> 01:02:54.063
Therapy Solution.

01:02:54.103 --> 01:02:55.103
Find Dave Kittle at

01:02:55.123 --> 01:02:58.324
ConciergePainRelief.com and on YouTube at

01:02:58.344 --> 01:02:59.503
The Dave Kittle Show.

01:02:59.844 --> 01:03:02.744
And follow Jimmy McKay at PT Podcast on

01:03:02.885 --> 01:03:04.144
YouTube, the socials,

01:03:04.244 --> 01:03:06.025
and wherever you binge podcasts you

01:03:06.045 --> 01:03:07.706
pretend are for CEUs.

01:03:08.005 --> 01:03:09.445
And hey, just a reminder,

01:03:09.945 --> 01:03:11.206
none of this was for advice.

01:03:11.246 --> 01:03:12.706
This was for entertainment only.

01:03:13.065 --> 01:03:14.427
Our lawyers say that counts.

01:03:14.507 --> 01:03:15.387
Thanks, Keith.