You Don’t Have a Skill Problem. You Have a Leverage Problem.

WEBVTT

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You're listening to the PT Pinecast,

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where smart people in healthcare come to

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make noise.

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Here's your host, Jimmy McKay.

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But then he noticed something.

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Great clinicians were exhausted.

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Brilliant therapists were underpaid.

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And the people who seemed to have time,

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income, and options,

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they weren't necessarily the best

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clinicians.

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Those two things aren't necessarily the

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same.

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They can be, but not always.

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They were the best at packaging what they

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knew.

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So?

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reg from someone who once struggled with a

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commanding stages now who used to struggle

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with stuttering, right?

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To now building businesses that generate

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income beyond clinical hours.

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And it'd be one thing if he just

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figured this out and gate kept it,

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except now he quite literally does not

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shut up about it.

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This is literally what he teaches.

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He's like,

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I'm going to teach you how to do

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this.

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I've done it.

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I've shown you here are the receipts.

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I'm going to do it.

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Welcome back to the show, Greg Tom.

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Thank you, Jimmy.

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I appreciate you, bro.

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Appreciate you for having me on.

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It's been a while, man.

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I like starting off with hot takes or

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at least things that are bold, right?

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You say most PTs don't have an income

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problem.

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They have an obedience problem.

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What does that mean?

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Help me understand what that means.

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They are obedient to the system.

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They are obedient to the wrong thing.

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know they're obedient to to doing things

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in the way that everybody else has done

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it and and the problem is is that

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it's it's very similar to when i was

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uh training in uh middle school for track

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and field right there's like these weird

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things that my my coaches would have us

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do

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I'm like,

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why the heck is he having me swinging

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my leg like a pendulum?

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He's like,

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because my coach taught me that.

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OK, so all right, cool.

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So by the way,

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I went to school back in the,

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this is,

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I was in middle school in like,

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nineteen ninety something,

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nineteen ninety one, ninety two.

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OK, cool.

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All right.

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So then if you go and you ask

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his coach,

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why the hell do you do that?

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He's like,

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because my coach taught me how to.

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So we have an obedience problem in that

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we are obedient to something that's

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totally outdated.

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okay the thing that we're doing um worked

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it worked extremely well it just worked

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extremely well like fifty five years ago

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right it doesn't that's so so that really

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is the big thing photocopies of

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photographs just photocopy of the

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photocopy of the photocopy of the

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photocopy

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And so today,

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most people have a model issue.

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They're just working in a model that

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doesn't serve them.

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Here, I'll tell you this, Jimmy.

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I just finished with a client.

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She has six facilities.

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She works in a model.

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She's not having any problems with hiring

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people.

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She's not having any problems with

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growing.

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She's going to have four additional

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locations by August of this year.

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why well because the thing is that she's

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working at a model that actually works and

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serves her right and serves the people

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that she works for how many therapists do

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you hear saying that oh my gosh you

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can't hire anybody anymore oh my gosh it's

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so difficult well it's not true so you

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have an obedience problem you have an

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obedience problem and you're working in a

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model where hiring people back in was no

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problem you're still working in that model

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she's working in a different model

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She still has clinics.

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She's working in a model where everybody

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wants to work for her.

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So yeah,

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we have an obedience problem because we're

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obedient to the wrong thing.

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Yeah.

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Is it more from me hearing what you

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talk about and how you talk about it?

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It sounds like number two in seven habits

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of highly successful people,

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which is start with the end in mind.

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Where would you want to work?

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Build that.

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Work backwards.

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You'll find the people that...

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you would want to show up in your

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clinic.

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Going the other way doesn't necessarily

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always work.

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Same for clinicians.

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Well,

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I'll just work really hard in wherever I

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can find a job or the closest one

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or the highest paying one,

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which isn't always the path to success.

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And then I never get there.

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And then six, seven, eight years later,

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I'm angry and I bail from this profession.

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According to statistics,

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average PT career is seven years.

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Seven years.

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Yeah.

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Yeah.

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And you want to know why?

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Because a PT, twenty three, twenty five,

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twenty eight years old is tired as hell

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at home.

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They just finished another long shift.

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And they go and they do scroll.

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And they go to TikTok and they see

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some twenty one year old kid

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That's making triple what they're making.

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Never went to any college,

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barely graduated high school, if that.

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And they're like,

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what in the hell is going on?

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So people are getting bitter.

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People are getting angry.

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People are getting resentful because

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they're like,

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I did everything the way that my superiors

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told me to do.

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I got good grades.

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I went to college.

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I did my undergrad.

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I took it another level and went to

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grad school.

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I graduated magna cum laude,

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summa cum laude.

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I got the doctorate.

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I did everything you told me to do.

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And here I am struggling.

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And it's a very hard thing.

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Nobody wants to be wrong, man.

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Nobody wants to be wrong.

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And I think it just comes down to...

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I'm not even saying you were wrong.

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You did what you did.

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I'm just saying that...

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based on what it is that you did

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you just need to understand skill stacking

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that you have to take what you did

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and that in and of itself is usually

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not going to be enough now add skills

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onto it and that changes the game for

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you that's true that's really it that's

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really it and and you know something um

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whether you're a physical therapist you're

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an occupational therapist you're slp like

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like whatever the reality is that

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If you're thinking, man,

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did I really screw up and do this?

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No, not really.

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You really didn't.

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Because the reality is that when you skill

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stack in certain industries,

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that does not guarantee that you're going

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to have a certain level of success.

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Right.

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Skill stack in industries where the people

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are obedient to the wrong thing,

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it actually does make it easier for you

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to win if you're willing to skill stack

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and just go in a different direction than

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most.

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The problem is it's very hard to pull

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away from the herd.

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Sure.

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It's hard emotionally, right?

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Because I'm going to do something

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different.

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I'm watching everybody else do the thing

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that we...

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After eighth grade is ninth grade.

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After ninth grade is tenth grade.

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After twelfth grade is college.

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And then what?

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And then what?

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And then what?

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And here I am.

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And now it's like,

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now what do I do?

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I guess I just do what everybody else

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does.

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That's not necessarily wrong.

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But if you do what everybody else does,

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you get what everybody else gets.

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And you get what you get.

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You don't throw a fit.

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Right.

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Exactly.

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And the world doesn't reward people

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exponentially when they just do what

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everybody else is doing.

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You do something different.

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You take a risk that can lead to

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reward.

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Right.

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We live in a value-based society.

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That's it.

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We live in a value-based society.

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Now,

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for everyone that feels like the world's

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against them, that should really,

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really inspire you and motivate you.

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We live in a value-based society.

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You bring value to the world,

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you are going to get, at bare minimum,

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you're going to get attention.

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Bare minimum.

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I'm not even saying you're going to make

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a ton of money,

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because you might not know how to monetize

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anything that you do, right?

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But bare minimum,

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you're going to get attention.

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And with attention comes leverage.

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Like if I have attention,

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I can get eyeballs from other people that

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have the ability to allow me to be

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able to make more money.

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That's really it, right?

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So if I get attention,

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I get attention on Instagram.

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Okay, great.

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That means I have more eyeballs on me.

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And if I know how to monetize,

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those people could pay me money.

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Okay, if I get attention on TikTok,

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all right, great.

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I have more eyeballs on me.

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Okay, those people might pay me money,

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but I also now am attracting other people

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that have influence.

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And now I can have a partnership with

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those people that could then eventually

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turn into money or whatever it is I

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want.

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Whatever you value, right?

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Yeah, whatever you value.

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And so for some people, that's money.

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For some people, that's time.

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For some people,

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that's a combination of both.

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For some people, that's just like,

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I want self, I don't know,

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I deem my self-worth in what it is

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that I do and how I help people

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in this world.

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So at the end of the day,

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you just have to ask yourself,

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what the hell are you doing?

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What the hell are you doing?

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That's it.

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And if you want to live for other

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people, then go for it.

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Actually, totally go for it.

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Just don't complain about it.

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There it is.

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How would you explain the difference

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between being clinically excellent and

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financially scalable?

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What's the difference between being

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clinically excellent,

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which is not a bad thing to be,

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but what's the difference between solely

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focused on being clinically excellent and

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being financially scalable?

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One thing, productizing.

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A financially scalable clinician has

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productized him or herself.

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A clinically excellent clinician may or

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may not have productized themselves.

00:10:10.456 --> 00:10:13.979
Most of the times, Jimmy, they have not.

00:10:13.999 --> 00:10:15.700
Talk about what those are in simple terms.

00:10:15.740 --> 00:10:21.365
We'll talk about the four levels of value

00:10:21.384 --> 00:10:23.307
in a second, but when you explain it,

00:10:24.607 --> 00:10:25.129
All of a sudden,

00:10:25.349 --> 00:10:26.230
you know how it is when you teach

00:10:26.250 --> 00:10:26.690
someone something.

00:10:26.769 --> 00:10:28.171
It might be the thirty eighth time that

00:10:28.331 --> 00:10:30.033
sixteen different way and the light bulb

00:10:30.072 --> 00:10:30.413
goes on.

00:10:30.693 --> 00:10:33.375
So explain what productizing is.

00:10:34.017 --> 00:10:34.177
Yeah.

00:10:34.317 --> 00:10:37.340
So so let's let's start with with

00:10:37.379 --> 00:10:39.380
productizing here.

00:10:39.421 --> 00:10:39.761
You know what?

00:10:39.802 --> 00:10:42.764
Let me start with my journey of being

00:10:43.085 --> 00:10:43.966
a good clinician.

00:10:44.225 --> 00:10:47.408
And then now that I'm productizing what it

00:10:47.448 --> 00:10:47.989
is that I do,

00:10:48.470 --> 00:10:50.370
how it's made me financially scalable.

00:10:51.235 --> 00:10:53.937
My first year and a half coming out

00:10:53.956 --> 00:10:54.756
of PT school,

00:10:55.697 --> 00:10:58.860
I had full intentions to become the

00:10:59.139 --> 00:11:01.822
ultimate clinician, at least in my sector,

00:11:02.001 --> 00:11:02.562
in my field.

00:11:02.982 --> 00:11:04.224
Because I felt like if I became the

00:11:04.323 --> 00:11:05.264
ultimate clinician, why?

00:11:05.283 --> 00:11:06.024
Because you told me that.

00:11:06.625 --> 00:11:09.147
My physical therapy coaches, a.k.a.

00:11:09.187 --> 00:11:10.287
professors, told me that.

00:11:10.628 --> 00:11:11.648
Become a great clinician,

00:11:11.807 --> 00:11:12.969
the rest of your life is going to

00:11:12.989 --> 00:11:13.469
take shape.

00:11:13.950 --> 00:11:17.312
So I did one hundred eighty CEUs in

00:11:17.351 --> 00:11:18.412
the first eighteen months.

00:11:18.731 --> 00:11:19.273
That's what I did.

00:11:20.452 --> 00:11:22.294
One hundred eighty CEUs first eighteen

00:11:22.335 --> 00:11:23.154
months coming out of school.

00:11:23.195 --> 00:11:25.937
So I was a very good clinician.

00:11:26.277 --> 00:11:27.756
For a year and a half, God, right?

00:11:27.817 --> 00:11:30.097
Okay, then let's talk about from year,

00:11:30.738 --> 00:11:32.778
from eighteen months to three and a half

00:11:32.818 --> 00:11:33.058
years.

00:11:33.219 --> 00:11:34.379
Eighteen months to three and a half years,

00:11:35.119 --> 00:11:36.639
I ended up doing my manual therapy

00:11:36.679 --> 00:11:37.960
certification through the University of

00:11:37.980 --> 00:11:38.139
St.

00:11:38.220 --> 00:11:39.299
Augustine, okay?

00:11:39.580 --> 00:11:41.120
I did everything up until the actual

00:11:41.140 --> 00:11:44.381
certification program because I made a

00:11:44.402 --> 00:11:45.001
shift, okay?

00:11:45.241 --> 00:11:46.522
Which was I went and opened up my

00:11:46.562 --> 00:11:48.442
own clinic and I ran out of money.

00:11:48.462 --> 00:11:49.643
I didn't have money to do that part,

00:11:49.682 --> 00:11:50.102
okay?

00:11:50.523 --> 00:11:53.163
But the reality is that I spent a

00:11:53.244 --> 00:11:53.823
lot of money

00:11:55.089 --> 00:11:58.690
getting all the coursework done for my

00:11:58.730 --> 00:11:59.690
manual therapy certification.

00:12:00.330 --> 00:12:03.291
I got my OCS, I got my CSCS,

00:12:04.591 --> 00:12:06.672
and I got everything to get my MTC.

00:12:07.711 --> 00:12:08.951
I was a good clinician,

00:12:09.692 --> 00:12:14.253
but what I also was was broke.

00:12:14.293 --> 00:12:17.693
The difference now is that I became

00:12:17.734 --> 00:12:18.634
financially scalable.

00:12:18.673 --> 00:12:19.374
How did I do that?

00:12:19.394 --> 00:12:20.154
Through productizing.

00:12:20.534 --> 00:12:21.934
So here's what productizing looks like.

00:12:22.644 --> 00:12:24.947
when I have a back patient come into

00:12:24.966 --> 00:12:25.287
clinic,

00:12:25.626 --> 00:12:27.028
this is somebody that has maybe like a

00:12:27.369 --> 00:12:29.690
lumbar sprain, you know, their, their,

00:12:29.990 --> 00:12:32.251
their paraspinals are guarded, you know,

00:12:32.732 --> 00:12:33.633
they're, they're struggling.

00:12:33.732 --> 00:12:33.913
Right.

00:12:34.234 --> 00:12:34.813
Okay.

00:12:34.913 --> 00:12:37.596
And I've worked with one person and I

00:12:37.676 --> 00:12:38.417
did some things.

00:12:38.456 --> 00:12:39.076
I don't know what I did,

00:12:39.116 --> 00:12:40.038
but I did a bunch of stuff and

00:12:40.217 --> 00:12:40.918
they got better.

00:12:41.259 --> 00:12:41.458
Right.

00:12:41.499 --> 00:12:43.179
And then I did something very similar and

00:12:43.200 --> 00:12:43.821
they got better.

00:12:44.140 --> 00:12:45.381
Now I did something and they got better.

00:12:45.422 --> 00:12:45.881
Now I'm like,

00:12:46.302 --> 00:12:48.303
and they got better and they got better.

00:12:48.323 --> 00:12:48.784
Okay.

00:12:48.804 --> 00:12:49.884
This one didn't get better, but like,

00:12:50.225 --> 00:12:50.426
like,

00:12:50.686 --> 00:12:52.607
like thirty out of thirty five got better

00:12:52.908 --> 00:12:54.509
by something similar that I did.

00:12:54.809 --> 00:12:55.009
Right.

00:12:55.610 --> 00:12:57.772
I did something somewhat similar.

00:12:57.851 --> 00:12:59.634
OK, so what I learned,

00:12:59.673 --> 00:13:02.635
it took me about six years to understand

00:13:02.655 --> 00:13:02.836
that.

00:13:03.116 --> 00:13:06.538
Wait a minute, dude, if you do this,

00:13:06.578 --> 00:13:07.700
this is like a recipe.

00:13:08.221 --> 00:13:09.562
It's like you're it's like you're

00:13:09.642 --> 00:13:11.423
spaghetti and meatball recipe.

00:13:11.943 --> 00:13:13.605
If you do this recipe,

00:13:14.485 --> 00:13:16.147
and you do this recipe over and over

00:13:16.167 --> 00:13:16.667
and over again,

00:13:17.148 --> 00:13:18.347
not one hundred percent of the time,

00:13:18.388 --> 00:13:19.948
but eighty five percent of the time,

00:13:20.308 --> 00:13:23.230
you are going to get a pretty good

00:13:23.932 --> 00:13:25.131
spaghetti and meatball dinner.

00:13:25.152 --> 00:13:27.253
OK,

00:13:27.274 --> 00:13:29.174
so what I did is I just started

00:13:29.375 --> 00:13:30.195
writing down.

00:13:30.634 --> 00:13:31.775
This is what I did.

00:13:31.956 --> 00:13:32.956
This is what I did on the first

00:13:32.996 --> 00:13:33.256
day.

00:13:33.496 --> 00:13:34.498
This is what I told them on the

00:13:34.538 --> 00:13:34.937
first day.

00:13:35.158 --> 00:13:36.278
This is what I did here.

00:13:36.479 --> 00:13:37.538
This is what I did on the second

00:13:37.578 --> 00:13:37.720
time.

00:13:37.860 --> 00:13:39.019
This is what I did on third time.

00:13:39.039 --> 00:13:40.061
This is what I did on the fourth

00:13:40.081 --> 00:13:40.280
time.

00:13:40.520 --> 00:13:41.442
And then guess what I had?

00:13:41.822 --> 00:13:43.182
I had a documented recipe, man.

00:13:43.643 --> 00:13:45.945
I had a recipe that I had documented.

00:13:46.044 --> 00:13:46.284
Boom.

00:13:46.404 --> 00:13:46.924
You do this.

00:13:47.105 --> 00:13:47.566
You do this.

00:13:47.725 --> 00:13:48.225
You do this.

00:13:48.385 --> 00:13:48.746
You do this.

00:13:48.907 --> 00:13:49.027
Now,

00:13:49.187 --> 00:13:51.168
is it one hundred percent that it's going

00:13:51.187 --> 00:13:53.429
to be the most amazing Italian dish that

00:13:53.450 --> 00:13:53.870
you've ever had?

00:13:54.049 --> 00:13:54.289
No.

00:13:54.529 --> 00:13:55.770
But eighty five percent of the time,

00:13:55.811 --> 00:13:57.251
this thing is really unedible.

00:13:57.893 --> 00:13:58.712
It's really good.

00:13:59.153 --> 00:13:59.433
OK.

00:13:59.693 --> 00:14:03.596
And so I became comfortable with that

00:14:03.716 --> 00:14:05.418
being something that I'm going to not only

00:14:05.498 --> 00:14:08.799
deliver to my future clients,

00:14:08.960 --> 00:14:09.780
my potential clients.

00:14:10.028 --> 00:14:10.769
But then I said,

00:14:10.929 --> 00:14:13.130
I'm going to actually deliver this to my

00:14:13.171 --> 00:14:14.371
future employees.

00:14:15.092 --> 00:14:16.894
And then when I started doing it and

00:14:16.974 --> 00:14:19.216
I realized that they were able to deliver

00:14:19.556 --> 00:14:20.998
a pretty good dish, as in,

00:14:22.278 --> 00:14:22.778
for the most part,

00:14:22.818 --> 00:14:23.980
symptom-free back problems,

00:14:24.320 --> 00:14:25.660
then what I was able to do is

00:14:25.681 --> 00:14:26.302
I said, you know what?

00:14:26.481 --> 00:14:29.524
If this worked for my employees and my

00:14:29.604 --> 00:14:30.164
therapist,

00:14:30.384 --> 00:14:31.885
then maybe I could show this to other

00:14:31.905 --> 00:14:32.386
therapists.

00:14:33.006 --> 00:14:34.827
And that's what I mean by productizing.

00:14:35.089 --> 00:14:37.330
You're taking what you have and you're

00:14:37.390 --> 00:14:38.912
turning it into a product.

00:14:39.615 --> 00:14:40.115
Okay.

00:14:40.135 --> 00:14:40.655
A product.

00:14:40.976 --> 00:14:42.576
And you could take the information that

00:14:42.596 --> 00:14:43.837
you have in your head and you could

00:14:43.857 --> 00:14:45.317
turn it into a product.

00:14:46.057 --> 00:14:47.639
By the way, today it's totally different.

00:14:47.658 --> 00:14:48.259
Okay.

00:14:48.639 --> 00:14:49.960
You, you can do that,

00:14:50.200 --> 00:14:51.539
but there's other ways that you can

00:14:51.600 --> 00:14:53.081
actually productize what it is that you

00:14:53.120 --> 00:14:53.341
do.

00:14:53.760 --> 00:14:55.201
You can do that through creating

00:14:55.442 --> 00:14:56.062
applications.

00:14:56.361 --> 00:14:58.942
You could do that through doing live

00:14:59.023 --> 00:15:00.163
stream on Amazon.

00:15:00.384 --> 00:15:00.923
You can do it

00:15:02.155 --> 00:15:04.177
it right you can do that through through

00:15:04.496 --> 00:15:06.618
just sharing with people look this is the

00:15:06.658 --> 00:15:07.798
things that i know and this is how

00:15:07.857 --> 00:15:10.119
it can help you and and and and

00:15:10.178 --> 00:15:12.198
here this is it like i'm giving it

00:15:12.219 --> 00:15:14.500
to you right now okay if you want

00:15:15.399 --> 00:15:18.020
like my entire package of this then you

00:15:18.061 --> 00:15:20.562
can take you can basically buy the recipe

00:15:20.721 --> 00:15:23.123
that's it okay like it's like me bro

00:15:23.283 --> 00:15:24.443
i can be on let's just call it

00:15:24.484 --> 00:15:27.043
qvc right i mean on qvc or or

00:15:27.083 --> 00:15:29.144
whatever some some some network where i'm

00:15:29.284 --> 00:15:31.505
i'm teaching you how to make like

00:15:32.125 --> 00:15:33.027
GT brownies.

00:15:33.086 --> 00:15:33.366
Okay.

00:15:33.447 --> 00:15:33.667
All right.

00:15:33.927 --> 00:15:35.168
So we're making these brownies.

00:15:35.307 --> 00:15:36.888
I'm literally showing you right then and

00:15:36.908 --> 00:15:37.048
there.

00:15:37.109 --> 00:15:37.428
Okay.

00:15:37.629 --> 00:15:38.769
I put in this amount of flour.

00:15:38.969 --> 00:15:39.909
I put in this amount of this.

00:15:40.070 --> 00:15:40.929
I put in this amount of that.

00:15:41.129 --> 00:15:42.030
I put in some little milk,

00:15:42.230 --> 00:15:43.270
put in maybe a little oat milk for

00:15:43.311 --> 00:15:44.072
you dairy-free people.

00:15:44.231 --> 00:15:44.392
Okay.

00:15:44.432 --> 00:15:45.032
I did a little of this.

00:15:45.091 --> 00:15:45.712
I did a little of that.

00:15:45.753 --> 00:15:45.832
Okay.

00:15:45.873 --> 00:15:46.413
I did a little of this.

00:15:46.452 --> 00:15:46.852
I did a lot.

00:15:47.472 --> 00:15:47.633
Okay.

00:15:47.673 --> 00:15:47.994
Wonderful.

00:15:48.173 --> 00:15:48.573
Boom.

00:15:49.437 --> 00:15:50.057
We got the brownie.

00:15:50.398 --> 00:15:50.918
All right, cool.

00:15:51.498 --> 00:15:52.178
Did y'all see it?

00:15:52.798 --> 00:15:53.960
Okay, why don't y'all do it?

00:15:54.019 --> 00:15:54.559
If you want,

00:15:54.659 --> 00:15:55.980
go back and listen to the replay.

00:15:56.240 --> 00:15:57.841
Or if you actually want me to just

00:15:57.942 --> 00:15:59.883
send you the recipe with everything else,

00:16:00.144 --> 00:16:01.283
here, you can buy it too.

00:16:01.443 --> 00:16:02.345
Not everybody's going to buy it,

00:16:02.784 --> 00:16:03.345
but some are.

00:16:03.666 --> 00:16:04.686
That's called productizing.

00:16:04.905 --> 00:16:06.047
That's it.

00:16:06.067 --> 00:16:06.307
That is it.

00:16:06.366 --> 00:16:06.967
That's productizing.

00:16:07.388 --> 00:16:08.428
And so because of that,

00:16:08.908 --> 00:16:10.809
I'm able to now make money,

00:16:11.090 --> 00:16:13.071
a hundred and sixty eight hours a week,

00:16:13.130 --> 00:16:13.652
potentially.

00:16:14.572 --> 00:16:15.272
Whereas before,

00:16:15.292 --> 00:16:17.533
when I was just an amazing clinician,

00:16:18.192 --> 00:16:20.293
I was able to make money up to

00:16:20.514 --> 00:16:22.414
forty to fifty hours a week.

00:16:22.955 --> 00:16:24.336
And so it's just, bro,

00:16:24.355 --> 00:16:25.956
you just have leverage working in your

00:16:25.975 --> 00:16:26.375
favor.

00:16:26.777 --> 00:16:27.677
I just have more time.

00:16:27.777 --> 00:16:29.998
Now, here's the other thing I know.

00:16:30.038 --> 00:16:31.398
You just did that thing on Amazon, right?

00:16:32.259 --> 00:16:33.979
OK, what I know is this.

00:16:34.178 --> 00:16:35.519
I know that the majority of clients that

00:16:35.559 --> 00:16:36.080
buy from me.

00:16:36.869 --> 00:16:37.509
I like,

00:16:37.708 --> 00:16:39.049
I can look at my phone and I

00:16:39.090 --> 00:16:40.431
can tell you when they're buying.

00:16:40.510 --> 00:16:41.150
Okay.

00:16:41.231 --> 00:16:42.871
I can look at my phone and on

00:16:42.913 --> 00:16:43.472
the Stripe,

00:16:43.572 --> 00:16:46.173
it will say they bought and they bought

00:16:46.394 --> 00:16:49.196
usually anywhere between six PM, seven PM,

00:16:49.655 --> 00:16:51.177
eight PM, nine PM.

00:16:51.476 --> 00:16:52.898
Some people buy at midnight.

00:16:53.639 --> 00:16:54.359
Every once in a while,

00:16:54.399 --> 00:16:55.840
you get people that buy around one AM

00:16:55.879 --> 00:16:57.100
and then you're going to get people that

00:16:57.160 --> 00:16:59.902
buy between six to thirty to seven thirty

00:17:00.042 --> 00:17:00.322
AM.

00:17:00.623 --> 00:17:01.023
Why?

00:17:02.144 --> 00:17:04.204
Because people actually work.

00:17:05.461 --> 00:17:07.101
And when people are working,

00:17:07.622 --> 00:17:10.021
they can't buy because they're working.

00:17:10.961 --> 00:17:13.022
So when people are not working,

00:17:13.123 --> 00:17:15.083
that's when they want to buy.

00:17:15.784 --> 00:17:17.263
That's when they're doom scrolling.

00:17:17.324 --> 00:17:19.464
That's when they're like, okay, like,

00:17:20.045 --> 00:17:20.765
what should I do?

00:17:20.805 --> 00:17:21.184
What do I do?

00:17:21.224 --> 00:17:21.664
Okay.

00:17:21.704 --> 00:17:24.846
So I understand that if I don't productize

00:17:24.905 --> 00:17:25.385
myself,

00:17:25.786 --> 00:17:27.666
I'm not even allowing myself to be

00:17:27.727 --> 00:17:30.646
financially scalable because I'm working

00:17:30.707 --> 00:17:31.708
against human nature.

00:17:31.807 --> 00:17:32.907
I'm working against when people want to

00:17:32.928 --> 00:17:33.127
buy.

00:17:35.417 --> 00:17:36.939
Like that's it.

00:17:36.979 --> 00:17:38.660
So I'm no better than as a clinician.

00:17:38.799 --> 00:17:39.539
I have not done.

00:17:40.060 --> 00:17:40.760
I have not done.

00:17:41.582 --> 00:17:44.683
I actually let my license lapse in twenty

00:17:44.743 --> 00:17:47.365
twenty five or twenty twenty four.

00:17:47.605 --> 00:17:48.286
I let my license.

00:17:48.806 --> 00:17:49.385
I don't need it.

00:17:50.366 --> 00:17:52.688
I don't need it because I I am

00:17:53.249 --> 00:17:55.630
I have so many products that I am

00:17:55.690 --> 00:17:59.011
helping people more not even having my

00:17:59.172 --> 00:18:01.953
degree anymore than I am when I had

00:18:01.993 --> 00:18:03.375
it when I had my licensure.

00:18:03.990 --> 00:18:05.031
It's just productization.

00:18:05.071 --> 00:18:05.332
It's just,

00:18:05.511 --> 00:18:07.634
that's how you financially scale yourself.

00:18:07.973 --> 00:18:10.016
So if we remove the knowledge component,

00:18:10.355 --> 00:18:10.576
right?

00:18:10.977 --> 00:18:12.818
Say the person listening to us right now

00:18:12.858 --> 00:18:13.759
is smart enough.

00:18:13.818 --> 00:18:14.599
Can they get smarter?

00:18:14.660 --> 00:18:15.019
Sure.

00:18:15.040 --> 00:18:16.461
But right now you're smart enough.

00:18:17.321 --> 00:18:18.884
Then it comes down to emotion.

00:18:18.943 --> 00:18:20.045
Yeah.

00:18:20.577 --> 00:18:21.838
when you're talking with people that you

00:18:21.878 --> 00:18:22.278
coach,

00:18:22.739 --> 00:18:26.521
what's the first mindset shift that

00:18:26.541 --> 00:18:28.083
someone you're sitting across from has to

00:18:28.163 --> 00:18:30.263
make before they're like, okay,

00:18:30.763 --> 00:18:31.805
I'll build this system.

00:18:32.105 --> 00:18:32.905
Because right now,

00:18:33.286 --> 00:18:34.507
if it was just that easy,

00:18:35.106 --> 00:18:36.468
there needs to be an internal change.

00:18:36.647 --> 00:18:37.528
I know that, you know that.

00:18:38.497 --> 00:18:40.459
you work with these people what are the

00:18:40.499 --> 00:18:42.299
things that you need to confront them with

00:18:42.500 --> 00:18:44.361
for them to overcome it and start believe

00:18:44.381 --> 00:18:47.143
this is like the scene in the matrix

00:18:47.182 --> 00:18:48.784
when morpheus is like i need you to

00:18:48.804 --> 00:18:50.625
believe he's like i can't jump this thing

00:18:50.664 --> 00:18:51.605
it's a building he's like i need you

00:18:51.645 --> 00:18:53.346
to believe you gotta believe and then he

00:18:53.366 --> 00:18:55.449
believes and he's like you know so what

00:18:55.489 --> 00:18:57.609
is the thing because it it's not super

00:18:57.670 --> 00:18:59.810
powerful but like you have to understand

00:18:59.832 --> 00:19:01.011
that the thing holding you back is

00:19:01.071 --> 00:19:01.873
ironically yourself

00:19:02.636 --> 00:19:03.136
All right.

00:19:03.217 --> 00:19:05.278
I'll tell you some that's going to be

00:19:05.519 --> 00:19:07.519
a little bit more palatable for your

00:19:07.619 --> 00:19:08.039
audience.

00:19:08.259 --> 00:19:09.820
And then if you want me to tell

00:19:09.840 --> 00:19:11.961
you the tough one,

00:19:12.741 --> 00:19:14.182
just know that you might get listeners

00:19:14.222 --> 00:19:15.663
that that climb off now.

00:19:15.723 --> 00:19:17.105
So if it's bad for your views,

00:19:17.164 --> 00:19:18.265
then just say just leave it at that.

00:19:18.305 --> 00:19:18.765
All right.

00:19:21.186 --> 00:19:23.288
So I think the first thing is that,

00:19:23.407 --> 00:19:23.647
you know,

00:19:23.748 --> 00:19:25.828
we invested so much money and so much

00:19:25.909 --> 00:19:30.070
time and energy into us becoming master

00:19:30.090 --> 00:19:30.632
clinicians.

00:19:31.539 --> 00:19:35.202
And in order for you to truly make

00:19:35.242 --> 00:19:35.323
it,

00:19:35.343 --> 00:19:36.384
you're going to have to change your

00:19:36.503 --> 00:19:39.586
identity from being a master traditional

00:19:39.625 --> 00:19:45.690
clinician to being a master CEO.

00:19:45.790 --> 00:19:46.611
That's just the truth.

00:19:47.372 --> 00:19:48.372
You might want to hear it like, wait,

00:19:48.392 --> 00:19:49.053
what's a CEO?

00:19:49.353 --> 00:19:53.155
A CEO is basically someone who owns and

00:19:53.195 --> 00:19:55.657
who operates all parts of a business.

00:19:56.892 --> 00:19:59.795
And a CEO might not have to do

00:19:59.835 --> 00:20:01.396
so at a high financial risk, right?

00:20:01.436 --> 00:20:04.179
You might get somebody to invest in you,

00:20:04.400 --> 00:20:04.539
right?

00:20:04.599 --> 00:20:05.961
An entrepreneur does it at a high

00:20:05.980 --> 00:20:06.501
financial risk.

00:20:06.761 --> 00:20:09.064
But a CEO, you're just like, look,

00:20:09.163 --> 00:20:10.685
I didn't learn marketing.

00:20:10.905 --> 00:20:12.948
I didn't learn operations in school.

00:20:13.107 --> 00:20:14.309
I didn't learn tech.

00:20:14.869 --> 00:20:16.531
I didn't learn finances.

00:20:16.991 --> 00:20:19.034
But a CEO understands that I'm going to

00:20:19.054 --> 00:20:20.755
have to understand all those things

00:20:20.795 --> 00:20:23.096
because that is the process and the

00:20:23.136 --> 00:20:25.999
journey that people have to go through in

00:20:26.179 --> 00:20:29.662
order to make business operations work.

00:20:29.741 --> 00:20:30.403
And that's hard.

00:20:30.992 --> 00:20:31.292
Right.

00:20:31.512 --> 00:20:33.354
I'm not working any harder today.

00:20:33.733 --> 00:20:33.933
I mean,

00:20:34.315 --> 00:20:36.536
nowhere near the level of work is what

00:20:36.556 --> 00:20:37.736
I was working when I had my first

00:20:37.756 --> 00:20:39.416
job as a PT making thirty nine thousand

00:20:39.436 --> 00:20:40.076
five a year.

00:20:40.517 --> 00:20:40.758
Right.

00:20:41.298 --> 00:20:42.577
I'd be upset if I make thirty nine

00:20:42.617 --> 00:20:44.939
thousand five hundred in two weeks today

00:20:45.140 --> 00:20:46.920
or in a month or in a week.

00:20:47.520 --> 00:20:47.780
You know,

00:20:47.881 --> 00:20:49.582
but that's just the way that it is.

00:20:49.781 --> 00:20:49.942
Right.

00:20:50.281 --> 00:20:51.702
You have to change your identity.

00:20:51.762 --> 00:20:52.383
That's number one.

00:20:52.823 --> 00:20:54.483
Number two is as a clinician,

00:20:54.804 --> 00:20:56.525
you're going to have to change.

00:20:57.438 --> 00:21:01.064
The identity of I'm only valuable when I'm

00:21:01.084 --> 00:21:05.611
seeing a certain amount of visits to my

00:21:05.790 --> 00:21:07.693
value in the marketplace is based on the

00:21:07.794 --> 00:21:10.778
results that I get for people.

00:21:10.798 --> 00:21:11.980
That's a hard thing to do.

00:21:13.173 --> 00:21:14.996
It's hard.

00:21:15.276 --> 00:21:16.536
Not because it's hard to do.

00:21:16.777 --> 00:21:18.778
It's because you've been trained a certain

00:21:18.798 --> 00:21:20.598
way that this is the way that it

00:21:20.699 --> 00:21:21.298
needs to be done.

00:21:22.420 --> 00:21:24.240
And so everything is based off results.

00:21:24.821 --> 00:21:27.123
If I can get results for somebody in

00:21:27.182 --> 00:21:28.703
a very, very, very short period of time,

00:21:28.804 --> 00:21:31.306
I'm actually more valuable than someone

00:21:31.705 --> 00:21:33.606
that gets the same result and it takes

00:21:33.646 --> 00:21:34.548
them longer to get it.

00:21:35.288 --> 00:21:37.288
That's it.

00:21:37.990 --> 00:21:39.611
If you need to get your car fixed,

00:21:40.637 --> 00:21:41.378
And somebody says,

00:21:41.558 --> 00:21:42.739
I can fix your car and I can

00:21:42.778 --> 00:21:43.660
get your car done.

00:21:43.779 --> 00:21:44.661
Everything can be done, man.

00:21:45.040 --> 00:21:45.621
No problem.

00:21:45.740 --> 00:21:46.741
I will have it perfect.

00:21:47.102 --> 00:21:48.742
Your, your rotors will be fine.

00:21:48.962 --> 00:21:50.243
Your carburetor is going to be fine.

00:21:50.483 --> 00:21:51.345
Everything's going to be good.

00:21:51.365 --> 00:21:52.405
Just give me two and a half weeks

00:21:52.685 --> 00:21:53.885
and I'll have it all taken care of

00:21:53.926 --> 00:21:54.747
versus someone that says,

00:21:55.067 --> 00:21:55.907
leave the car here.

00:21:55.928 --> 00:21:56.208
Okay.

00:21:56.347 --> 00:21:58.108
And have your,

00:21:58.409 --> 00:21:59.970
your car will be ready at four thirty

00:22:00.109 --> 00:22:00.310
today.

00:22:00.330 --> 00:22:00.411
Okay.

00:22:00.570 --> 00:22:03.051
Like, like which one are you going with?

00:22:03.333 --> 00:22:05.253
So, so why do we think,

00:22:06.334 --> 00:22:08.275
That the more we could squeeze out of

00:22:08.315 --> 00:22:09.596
people with more of their time,

00:22:09.695 --> 00:22:10.416
more of their energy,

00:22:10.737 --> 00:22:12.518
more of their effort is more valuable.

00:22:12.637 --> 00:22:13.478
It is not.

00:22:14.058 --> 00:22:16.140
So that's a hard, again, that's another,

00:22:18.020 --> 00:22:18.921
it's another mindset.

00:22:19.121 --> 00:22:21.282
It's hard, but that is what is needed.

00:22:21.942 --> 00:22:22.042
Okay.

00:22:22.063 --> 00:22:24.243
Those are the nice sugar coat ones.

00:22:24.263 --> 00:22:25.464
You want the really tough one?

00:22:25.545 --> 00:22:26.005
Let's do that.

00:22:26.125 --> 00:22:30.027
Yeah.

00:22:30.086 --> 00:22:30.347
Gosh.

00:22:30.488 --> 00:22:30.807
All right.

00:22:30.827 --> 00:22:33.848
So here's the deal guys.

00:22:33.869 --> 00:22:34.670
I'm talking to big money.

00:22:36.380 --> 00:22:39.041
I'm talking to people that like we name

00:22:39.442 --> 00:22:42.545
our check, we get asked to go everywhere.

00:22:44.326 --> 00:22:45.086
You know, like I'm,

00:22:45.247 --> 00:22:48.609
I'm literally in two days heading out to

00:22:48.630 --> 00:22:50.951
Phoenix to go speak at an event.

00:22:51.011 --> 00:22:51.692
And then after that,

00:22:51.712 --> 00:22:53.314
I'm just going to go hang out in

00:22:53.653 --> 00:22:55.875
salt Lake and park city for four or

00:22:55.895 --> 00:22:56.896
five days with my son.

00:22:58.038 --> 00:23:00.380
Just chill, maybe ski, maybe snow.

00:23:00.460 --> 00:23:01.280
I don't know what the hell I'm gonna

00:23:01.300 --> 00:23:01.401
do,

00:23:01.601 --> 00:23:02.442
but we just gotta have a good old

00:23:02.481 --> 00:23:02.701
time.

00:23:04.383 --> 00:23:05.223
You want to know what the key is?

00:23:06.152 --> 00:23:08.314
The key is that I don't even look

00:23:08.354 --> 00:23:10.454
at myself as a physical therapist anymore.

00:23:10.674 --> 00:23:11.635
I don't even look at myself as a

00:23:11.675 --> 00:23:12.156
business owner.

00:23:12.356 --> 00:23:15.439
My main identity is a content creator.

00:23:16.700 --> 00:23:18.862
And that's hard.

00:23:19.362 --> 00:23:20.903
That's hard when you put a lot of

00:23:20.962 --> 00:23:22.604
money, you put a lot of energy,

00:23:22.644 --> 00:23:25.366
you put a lot of emphasis in becoming

00:23:25.386 --> 00:23:29.390
this DPT, this master's, OT,

00:23:30.170 --> 00:23:31.290
and I'm a content creator.

00:23:31.351 --> 00:23:32.852
Isn't that some little kids that dance on

00:23:32.872 --> 00:23:33.333
TikTok?

00:23:33.752 --> 00:23:33.853
No.

00:23:34.607 --> 00:23:35.508
A content creator,

00:23:35.548 --> 00:23:37.729
when your focus is content,

00:23:38.230 --> 00:23:40.111
when your focus is understanding that I

00:23:40.151 --> 00:23:43.731
have to figure out how to get eyeballs

00:23:44.152 --> 00:23:47.693
and value to people that are in my

00:23:47.733 --> 00:23:48.034
world,

00:23:48.773 --> 00:23:51.976
I have to bring them value without them

00:23:52.056 --> 00:23:52.576
paying me.

00:23:52.996 --> 00:23:54.876
And that is your main focal point in

00:23:55.116 --> 00:23:56.137
everything that you do.

00:23:57.657 --> 00:24:01.140
You will now cut your own check.

00:24:04.394 --> 00:24:05.798
That's a hard thing.

00:24:05.939 --> 00:24:07.965
Pay attention, spend time.

00:24:08.047 --> 00:24:09.310
I've got a great slide that when I

00:24:09.330 --> 00:24:10.213
try to explain to people,

00:24:11.481 --> 00:24:12.823
what this actually is,

00:24:12.982 --> 00:24:14.803
you might have something great at the end

00:24:14.843 --> 00:24:15.584
of the rainbow.

00:24:16.064 --> 00:24:16.903
You got a great an event,

00:24:17.003 --> 00:24:18.424
a great book, a great anything.

00:24:18.805 --> 00:24:20.826
But if you can't get people to pay

00:24:21.185 --> 00:24:22.967
attention and spend time,

00:24:23.826 --> 00:24:24.626
I always tell I say,

00:24:24.666 --> 00:24:25.567
look at those two phrases.

00:24:25.627 --> 00:24:26.528
I put them up on a screen,

00:24:26.667 --> 00:24:28.009
white background, black words,

00:24:28.308 --> 00:24:29.328
pay attention, spend time.

00:24:29.568 --> 00:24:30.589
And I put a line this way.

00:24:30.630 --> 00:24:31.970
So you just see pay attention and spend

00:24:32.009 --> 00:24:32.250
time.

00:24:32.590 --> 00:24:33.891
And then I change the line and I

00:24:33.951 --> 00:24:36.791
focus pay and spend because you want

00:24:36.832 --> 00:24:37.692
attention and time.

00:24:38.353 --> 00:24:39.513
That's not free anymore.

00:24:39.894 --> 00:24:41.516
You used to be able to Mad Men

00:24:41.556 --> 00:24:41.855
days.

00:24:41.895 --> 00:24:43.196
There were three TV stations,

00:24:43.517 --> 00:24:44.438
two newspapers,

00:24:44.938 --> 00:24:46.278
five radio stations in a market.

00:24:46.380 --> 00:24:47.279
You want to own that market?

00:24:47.299 --> 00:24:48.641
You want to sell all the tires in

00:24:48.681 --> 00:24:49.082
New York?

00:24:50.042 --> 00:24:50.583
It's a check.

00:24:50.883 --> 00:24:54.185
It was a mathematical equation that isn't

00:24:54.205 --> 00:24:55.826
the way anymore.

00:24:56.107 --> 00:24:56.448
It's not.

00:24:56.488 --> 00:24:57.107
That's it.

00:24:57.228 --> 00:25:00.991
That's it, guys.

00:25:01.031 --> 00:25:01.412
I mean, that's it.

00:25:01.432 --> 00:25:02.772
You can get attention anywhere.

00:25:03.678 --> 00:25:05.979
you command the market you get attention

00:25:06.798 --> 00:25:09.338
everybody wants you you can't get

00:25:09.378 --> 00:25:12.079
attention i don't care how good you are

00:25:12.119 --> 00:25:13.940
doesn't matter i don't it doesn't matter

00:25:14.519 --> 00:25:18.500
it it does not matter so um that

00:25:18.540 --> 00:25:20.221
really is it here i hear can i

00:25:20.241 --> 00:25:23.321
tell you this uh uh jimmy so recently

00:25:23.922 --> 00:25:25.903
i was in uh i took my daughter

00:25:26.262 --> 00:25:27.603
my twenty three year old we we went

00:25:27.702 --> 00:25:30.304
on a daddy dollar trip to dc first

00:25:30.324 --> 00:25:31.084
time we've been to dc

00:25:32.144 --> 00:25:32.946
And we had a great time.

00:25:33.689 --> 00:25:33.949
Actually,

00:25:33.969 --> 00:25:35.352
I'm taking the rest of the kids back

00:25:35.373 --> 00:25:36.434
there for spring break.

00:25:37.396 --> 00:25:38.078
We had such a good time.

00:25:38.118 --> 00:25:38.901
My daughter's like, Daddy,

00:25:38.941 --> 00:25:39.422
I'm moving here.

00:25:39.888 --> 00:25:40.469
I was like, really?

00:25:40.750 --> 00:25:41.390
You really want to move here?

00:25:41.410 --> 00:25:42.151
I was like, okay, girl.

00:25:42.631 --> 00:25:45.153
Okay, so I'm just expensive.

00:25:45.192 --> 00:25:49.055
And yo, the funnel's done here.

00:25:49.895 --> 00:25:51.916
She's like, I know, I know, I know.

00:25:51.936 --> 00:25:54.298
But this is my vibe.

00:25:54.378 --> 00:25:56.799
I've always been a city girl at heart.

00:25:57.099 --> 00:25:58.461
I've never been able to live in a

00:25:58.500 --> 00:25:58.781
city.

00:25:59.602 --> 00:26:01.343
I don't want something as crazy as New

00:26:01.363 --> 00:26:01.663
York,

00:26:02.144 --> 00:26:03.585
but I want something that has kind of

00:26:03.625 --> 00:26:04.585
more of a homey feel.

00:26:04.986 --> 00:26:05.846
And this is it, daddy.

00:26:05.865 --> 00:26:06.567
This is it.

00:26:07.007 --> 00:26:08.087
So Jimmy, let me tell you something.

00:26:10.088 --> 00:26:11.770
we made that decision the first day she's

00:26:11.790 --> 00:26:12.991
kind of like her dad when she makes

00:26:13.051 --> 00:26:15.073
a decision she's there's no turning back

00:26:15.153 --> 00:26:17.015
okay so we made that decision first day

00:26:17.355 --> 00:26:18.536
by the end of the first day we

00:26:18.576 --> 00:26:19.777
actually went and toured our first

00:26:20.217 --> 00:26:24.000
apartment in downtown dc so we did that

00:26:24.221 --> 00:26:26.221
okay cool and then the next day you

00:26:26.241 --> 00:26:27.884
know we wanted to look we had some

00:26:27.903 --> 00:26:29.825
uh tours at capitol hill and this and

00:26:29.865 --> 00:26:31.247
that we had we had a great time

00:26:31.287 --> 00:26:32.867
in georgetown and all that other stuff but

00:26:32.907 --> 00:26:34.890
the third day she's like daddy i'm dead

00:26:34.910 --> 00:26:36.711
serious on this i was like okay well

00:26:36.730 --> 00:26:38.472
today let's start looking at apartments

00:26:38.532 --> 00:26:38.873
although

00:26:39.912 --> 00:26:40.972
So we went to this apartment,

00:26:41.252 --> 00:26:42.393
an area called Navy yard.

00:26:42.432 --> 00:26:43.294
For those of you that are in DC,

00:26:43.314 --> 00:26:44.874
you know what I'm talking about by where

00:26:44.913 --> 00:26:45.755
the nationals play.

00:26:46.775 --> 00:26:48.536
And there was this,

00:26:48.955 --> 00:26:50.297
this beautiful apartment.

00:26:50.317 --> 00:26:52.337
It's like overlooking the national state.

00:26:52.397 --> 00:26:53.999
I could see inside the baseball field.

00:26:54.019 --> 00:26:55.179
I was like, oh, this is great.

00:26:55.720 --> 00:26:57.059
And I looked at the guy that was

00:26:57.079 --> 00:26:57.721
showing this apartment.

00:26:57.740 --> 00:27:01.863
I said, who lives here?

00:27:02.182 --> 00:27:02.863
I was like,

00:27:02.883 --> 00:27:04.144
are these all government people?

00:27:04.163 --> 00:27:05.144
Cause this is expensive.

00:27:05.503 --> 00:27:06.724
It's like three to five thousand dollars a

00:27:06.744 --> 00:27:06.904
month.

00:27:06.924 --> 00:27:08.385
I said, okay.

00:27:10.199 --> 00:27:10.679
He goes,

00:27:11.460 --> 00:27:12.500
you want to know who lives here?

00:27:13.520 --> 00:27:15.260
I said, it's got to be government people.

00:27:15.642 --> 00:27:16.182
He goes, no.

00:27:16.201 --> 00:27:17.481
I was like, oh,

00:27:17.501 --> 00:27:18.742
it's got to be all them people that

00:27:18.782 --> 00:27:20.804
work for like Amazon and all that.

00:27:20.824 --> 00:27:21.763
He said, no.

00:27:22.285 --> 00:27:22.704
He said,

00:27:22.785 --> 00:27:25.145
the main people that are buying in here

00:27:25.185 --> 00:27:29.548
and renting in here are content creators.

00:27:29.567 --> 00:27:31.449
This is the world we live in, y'all.

00:27:32.434 --> 00:27:33.494
The world we live in,

00:27:33.575 --> 00:27:36.336
it's a world of content creators.

00:27:36.977 --> 00:27:38.636
They are the ones that are making the

00:27:38.656 --> 00:27:38.837
bank.

00:27:38.877 --> 00:27:40.758
Now, you're like, oh, my God.

00:27:40.978 --> 00:27:42.878
Listen, you hear that?

00:27:43.019 --> 00:27:44.339
And I know you probably want to brush

00:27:44.380 --> 00:27:44.799
your eyes.

00:27:44.880 --> 00:27:45.980
Let me tell you,

00:27:46.941 --> 00:27:50.541
you are in a field where there is

00:27:51.262 --> 00:27:53.563
very little to no content creators.

00:27:56.164 --> 00:27:58.424
And the truth is that most people can't

00:27:58.464 --> 00:27:59.586
create content

00:28:00.785 --> 00:28:02.586
of what it is that you know because

00:28:02.605 --> 00:28:03.146
they don't know it.

00:28:03.166 --> 00:28:05.729
They don't know it.

00:28:05.769 --> 00:28:07.569
You have to have subject matter expertise.

00:28:07.609 --> 00:28:08.871
You got to know how to do something.

00:28:09.332 --> 00:28:10.472
And then you have to be able to

00:28:10.492 --> 00:28:11.113
communicate it.

00:28:11.733 --> 00:28:13.035
The old school community,

00:28:13.055 --> 00:28:15.957
the OG content creators were teachers.

00:28:16.376 --> 00:28:17.278
And they could only really,

00:28:17.538 --> 00:28:18.159
back in the day,

00:28:18.199 --> 00:28:21.060
create in a classroom one minute for one

00:28:21.080 --> 00:28:21.300
minute.

00:28:21.441 --> 00:28:23.803
One minute of creating and one minute of

00:28:24.083 --> 00:28:24.584
receiving.

00:28:24.784 --> 00:28:25.845
You had to be in the time and

00:28:25.884 --> 00:28:26.184
place.

00:28:27.559 --> 00:28:29.482
Now you can record that or stream it

00:28:29.542 --> 00:28:30.324
and watch it later.

00:28:30.384 --> 00:28:32.386
And one minute of work in January is

00:28:32.467 --> 00:28:35.151
netting you attention in July.

00:28:35.632 --> 00:28:36.452
And that compounds.

00:28:36.472 --> 00:28:38.276
Right.

00:28:38.296 --> 00:28:39.557
You know, and so that's it.

00:28:40.068 --> 00:28:42.410
like that's it i mean if you even

00:28:42.430 --> 00:28:43.910
think of not to get political or whatnot

00:28:43.930 --> 00:28:45.691
but you think of like just think of

00:28:45.711 --> 00:28:48.551
like whether it's fox or cnn right and

00:28:48.692 --> 00:28:50.211
if any of you have watched any of

00:28:50.251 --> 00:28:52.792
those networks in the last four to five

00:28:52.833 --> 00:28:56.693
years you will see that the main players

00:28:56.814 --> 00:28:59.115
on each of those networks okay i can

00:28:59.134 --> 00:29:00.615
think of one right now on cnn i

00:29:00.634 --> 00:29:02.516
can think of one right now on fox

00:29:03.303 --> 00:29:05.723
One is DL and one is TC.

00:29:06.365 --> 00:29:09.145
They have now left their positions and

00:29:09.185 --> 00:29:11.007
they are content creators.

00:29:11.027 --> 00:29:11.626
Right.

00:29:11.707 --> 00:29:12.386
They stand alone.

00:29:12.406 --> 00:29:12.988
That's what they are.

00:29:13.288 --> 00:29:14.107
They're content creators.

00:29:14.428 --> 00:29:17.609
You used to have to have a million

00:29:17.650 --> 00:29:19.210
dollars in technical equipment,

00:29:19.931 --> 00:29:21.832
seventy five thousand dollar license.

00:29:23.652 --> 00:29:25.093
And a staff of I don't know,

00:29:25.113 --> 00:29:26.354
the radio station I used to run,

00:29:26.394 --> 00:29:27.673
you know, there were four radio stations,

00:29:27.693 --> 00:29:28.074
the building,

00:29:28.094 --> 00:29:29.315
there were fifty people that worked there.

00:29:29.954 --> 00:29:31.076
OK, I am in my living room.

00:29:32.348 --> 00:29:32.849
It's crazy.

00:29:33.049 --> 00:29:34.070
So Jimmy, let me answer this.

00:29:34.510 --> 00:29:35.811
The radio station that you used to run,

00:29:37.212 --> 00:29:42.115
do you remember what were the amounts that

00:29:42.195 --> 00:29:46.358
you guys would charge for commercial bits?

00:29:48.119 --> 00:29:50.060
Do you have any idea what that amount

00:29:50.080 --> 00:29:50.141
was?

00:29:50.161 --> 00:29:51.582
It was about two dollars a second.

00:29:51.602 --> 00:29:53.383
So a sixty second spot was one hundred

00:29:53.423 --> 00:29:54.604
and twenty dollars.

00:29:54.963 --> 00:29:56.384
But you could never just buy a commercial.

00:29:56.404 --> 00:29:57.645
You wouldn't just buy one commercial.

00:29:58.086 --> 00:30:00.288
You'd be spending in blocks of ten or

00:30:00.327 --> 00:30:01.308
twenty or a hundred.

00:30:02.390 --> 00:30:03.852
but yeah it was usually about if you

00:30:03.872 --> 00:30:04.652
had to boil it down it was two

00:30:04.672 --> 00:30:07.215
dollars a second two dollars a second

00:30:07.316 --> 00:30:09.097
sixty second spot was a hundred and twenty

00:30:09.137 --> 00:30:12.060
bucks sixty second spot was a hundred and

00:30:12.080 --> 00:30:13.403
twenty dollars so guys let me tell you

00:30:13.442 --> 00:30:14.984
something um

00:30:16.655 --> 00:30:20.116
when i became a physical therapy practice

00:30:20.217 --> 00:30:22.738
owner i i was struggling in my first

00:30:22.778 --> 00:30:25.239
year and a half jimmy and i i

00:30:25.259 --> 00:30:27.739
was looking for attention all the like i

00:30:27.759 --> 00:30:29.880
was working for a company called cora i

00:30:29.980 --> 00:30:34.121
left cora had a year um non-compete clause

00:30:34.141 --> 00:30:36.061
that i had to do all the doctors

00:30:36.102 --> 00:30:37.182
that said they were going to send to

00:30:37.221 --> 00:30:39.222
me when i came back never sent so

00:30:39.282 --> 00:30:41.304
i'm like i'm like scrapping bro i'm

00:30:41.344 --> 00:30:42.223
scrapping at this point

00:30:43.023 --> 00:30:44.224
There was a station.

00:30:44.244 --> 00:30:47.266
It was like a.m., sixteen, twenty,

00:30:47.286 --> 00:30:47.885
something like that.

00:30:47.987 --> 00:30:48.346
I don't know.

00:30:48.386 --> 00:30:49.586
Some some a.m.

00:30:49.626 --> 00:30:50.367
station, bro.

00:30:51.028 --> 00:30:52.929
I was getting ready to give them five

00:30:52.969 --> 00:30:54.250
thousand dollars a month,

00:30:54.809 --> 00:30:55.930
five thousand dollars a month.

00:30:56.490 --> 00:30:57.530
And they said that you would be the

00:30:57.691 --> 00:30:59.751
exclusive physical therapist on this

00:30:59.791 --> 00:30:59.991
thing.

00:31:00.232 --> 00:31:01.692
I'm the only damn physical therapist on

00:31:01.712 --> 00:31:01.913
this thing.

00:31:01.932 --> 00:31:02.394
But bro, I was ready.

00:31:04.530 --> 00:31:05.912
because I didn't know how to get traffic.

00:31:05.932 --> 00:31:07.093
I didn't know how to get eyeballs and

00:31:07.173 --> 00:31:08.394
I didn't know what type of eyeballs they

00:31:08.413 --> 00:31:08.653
had.

00:31:09.054 --> 00:31:10.035
But see, here's the deal.

00:31:10.615 --> 00:31:12.156
You listen to a radio station.

00:31:12.656 --> 00:31:14.178
They're obviously getting a certain

00:31:14.218 --> 00:31:15.318
demographic of people.

00:31:15.699 --> 00:31:16.819
There are certain people that it makes

00:31:16.880 --> 00:31:18.060
sense for you to advertise.

00:31:18.181 --> 00:31:18.641
OK, great.

00:31:18.661 --> 00:31:18.780
Yep.

00:31:19.461 --> 00:31:20.001
Right.

00:31:20.082 --> 00:31:21.442
And you're hoping that you're getting the

00:31:21.482 --> 00:31:22.084
right people.

00:31:22.144 --> 00:31:23.484
That's going to be the people for you.

00:31:24.204 --> 00:31:26.286
But today, it doesn't work like that.

00:31:26.786 --> 00:31:27.826
Today, man, today,

00:31:28.006 --> 00:31:30.866
these algorithms are so freaking good that

00:31:30.946 --> 00:31:32.787
if somebody is struggling with back

00:31:32.826 --> 00:31:33.207
problems,

00:31:33.247 --> 00:31:35.508
somebody's struggling with neurological

00:31:35.587 --> 00:31:35.867
issues,

00:31:35.907 --> 00:31:37.949
somebody's struggling with post-stroke

00:31:38.068 --> 00:31:38.528
symptoms,

00:31:38.568 --> 00:31:42.390
if somebody's struggling with shoulder

00:31:42.490 --> 00:31:43.049
impingement,

00:31:43.569 --> 00:31:45.832
They know exactly what you're saying.

00:31:45.892 --> 00:31:47.594
They know exactly what you're talking

00:31:47.614 --> 00:31:48.674
about around the dinner table.

00:31:48.714 --> 00:31:50.316
They know the cooler talk that you're

00:31:50.355 --> 00:31:51.497
having at LA Fitness.

00:31:51.817 --> 00:31:53.499
They know the things that you're saying on

00:31:53.519 --> 00:31:53.880
the phone.

00:31:53.920 --> 00:31:55.461
And they're able to say,

00:31:55.500 --> 00:31:56.602
based on our algorithm,

00:31:56.642 --> 00:31:59.765
we know the creator, Greg Todd, Jimmy K,

00:32:00.945 --> 00:32:01.987
is saying this.

00:32:02.728 --> 00:32:04.288
And if we feel like it is compelling

00:32:04.328 --> 00:32:06.050
enough for our viewer to

00:32:07.385 --> 00:32:08.047
to listen to,

00:32:08.287 --> 00:32:10.909
then we will make the platform work to

00:32:10.949 --> 00:32:13.029
put more of those types of viewers in

00:32:13.109 --> 00:32:14.411
front of that person.

00:32:15.592 --> 00:32:18.094
And man, when you understand that game,

00:32:19.214 --> 00:32:20.434
when you understand that game and you

00:32:20.576 --> 00:32:22.196
actually have some type of value to bring

00:32:22.217 --> 00:32:25.479
to the marketplace, it's game over.

00:32:25.838 --> 00:32:26.559
Yeah.

00:32:26.980 --> 00:32:28.701
People raging against the algorithm,

00:32:28.800 --> 00:32:29.281
and I get it.

00:32:30.208 --> 00:32:31.429
I get mad at gravity too.

00:32:31.548 --> 00:32:32.829
Yelling at it doesn't change it.

00:32:32.890 --> 00:32:34.171
Yelling at the algorithm is going to do

00:32:34.230 --> 00:32:34.671
the same thing.

00:32:35.071 --> 00:32:38.034
So understand gravity or understand the

00:32:38.094 --> 00:32:38.653
algorithm.

00:32:39.234 --> 00:32:40.655
Gravity doesn't care if you succeed or

00:32:40.695 --> 00:32:40.875
fail.

00:32:40.895 --> 00:32:41.576
It just says down.

00:32:41.936 --> 00:32:44.638
The algorithm actually wants you to win.

00:32:45.098 --> 00:32:46.539
It wants you to understand it.

00:32:47.280 --> 00:32:48.422
I was explaining to this guy the other

00:32:48.461 --> 00:32:50.403
day with an Instagram page.

00:32:51.384 --> 00:32:51.983
And I said, listen,

00:32:52.084 --> 00:32:53.204
I love the fact that you're bringing your

00:32:53.285 --> 00:32:54.145
family into it.

00:32:54.165 --> 00:32:55.906
The problem is you're confusing the

00:32:55.926 --> 00:32:56.567
computer.

00:32:57.048 --> 00:32:58.949
The computer is trying to play like...

00:32:59.982 --> 00:33:02.065
content tinder it wants to bring you the

00:33:02.085 --> 00:33:03.346
right people and it's going to be like

00:33:03.366 --> 00:33:05.228
this is this good is this good is

00:33:05.248 --> 00:33:07.310
this good is this good and once someone

00:33:07.351 --> 00:33:09.292
sticks around for a fifty percent oh oh

00:33:09.333 --> 00:33:12.215
that why was okay that's why you give

00:33:12.256 --> 00:33:14.938
it information in a caption description do

00:33:14.958 --> 00:33:17.080
you think it's listening to the the audio

00:33:17.121 --> 00:33:20.084
now and transcript yes it absolutely is so

00:33:20.104 --> 00:33:21.744
when you're doing pt pt pt

00:33:22.625 --> 00:33:23.487
Family vacation,

00:33:23.606 --> 00:33:25.509
back of the backyard with the swing set.

00:33:25.548 --> 00:33:26.671
It's going, whoa, whoa, whoa.

00:33:26.691 --> 00:33:28.112
Who am I matching you with?

00:33:28.132 --> 00:33:29.073
This is confusing.

00:33:29.653 --> 00:33:31.576
So just understand the physics of the

00:33:31.596 --> 00:33:32.457
environment you're in.

00:33:32.717 --> 00:33:33.438
That's step one.

00:33:34.888 --> 00:33:35.689
That's it.

00:33:35.709 --> 00:33:36.390
That's it, you guys.

00:33:36.509 --> 00:33:37.130
That's it.

00:33:37.210 --> 00:33:37.410
You know,

00:33:37.450 --> 00:33:40.510
there used to be a time where you

00:33:40.631 --> 00:33:42.112
were saying, all right,

00:33:42.231 --> 00:33:44.772
I want this to be a reality show

00:33:44.932 --> 00:33:45.553
of myself.

00:33:45.633 --> 00:33:45.932
Right.

00:33:46.012 --> 00:33:47.453
So people like I mean, by the way,

00:33:47.534 --> 00:33:49.015
I used to say it's like, OK,

00:33:49.035 --> 00:33:51.695
I'm faith, family, you know,

00:33:51.776 --> 00:33:53.997
physical therapy, this, that.

00:33:54.096 --> 00:33:54.797
OK.

00:33:54.957 --> 00:33:56.498
And that's that's wonderful.

00:33:56.637 --> 00:33:57.617
And that can work.

00:33:57.837 --> 00:33:59.159
But that can work if you're not trying

00:33:59.179 --> 00:34:00.098
to get in front of new people.

00:34:01.869 --> 00:34:02.230
Correct.

00:34:02.410 --> 00:34:05.952
That can work if the people that you

00:34:05.992 --> 00:34:07.334
have are all the people that you ever

00:34:07.374 --> 00:34:07.653
want.

00:34:08.134 --> 00:34:10.115
And now you just want those people to

00:34:10.135 --> 00:34:11.956
just get to know you, like you,

00:34:12.237 --> 00:34:13.217
love you, trust you.

00:34:13.737 --> 00:34:15.018
If all you want to do that,

00:34:15.059 --> 00:34:15.860
then fine, that works.

00:34:16.360 --> 00:34:17.860
But if that's not what you want to

00:34:17.880 --> 00:34:18.862
do and you're like, look, man,

00:34:18.981 --> 00:34:19.842
I want to get in front of as

00:34:19.922 --> 00:34:21.463
many people as possible with the gifts

00:34:21.483 --> 00:34:22.023
that I have.

00:34:22.684 --> 00:34:24.206
Then what Jimmy just said is exactly how

00:34:24.226 --> 00:34:24.545
it works.

00:34:25.045 --> 00:34:27.811
yep okay understanding that's it do you

00:34:27.911 --> 00:34:30.233
you have you have to you have to

00:34:30.835 --> 00:34:33.278
work you are in a partnership with the

00:34:33.318 --> 00:34:36.764
platforms okay and the reality is that

00:34:37.224 --> 00:34:38.126
what it what

00:34:39.115 --> 00:34:41.117
what it would cost me back in two

00:34:41.137 --> 00:34:43.398
thousand and six which is five thousand

00:34:43.418 --> 00:34:46.039
dollars to be on an am radio station

00:34:46.599 --> 00:34:47.679
that i can be in front of maybe

00:34:47.719 --> 00:34:48.920
four hundreds of people that might or

00:34:48.960 --> 00:34:50.181
might not be listening you can probably

00:34:50.260 --> 00:34:51.581
buy this you can probably buy the whole

00:34:51.601 --> 00:34:54.121
station for five minutes but listen

00:35:05.307 --> 00:35:08.230
My point is that if you understand the

00:35:08.269 --> 00:35:10.231
game, if you understand the game,

00:35:12.494 --> 00:35:14.695
the investment that you made into becoming

00:35:15.396 --> 00:35:17.797
the clinician that you are can pay off

00:35:17.818 --> 00:35:19.980
for you one hundred to one thousand fold.

00:35:20.860 --> 00:35:22.422
But if you're not willing,

00:35:22.681 --> 00:35:26.565
if you're playing the anti-obedient game

00:35:26.644 --> 00:35:28.706
to that and you want to be obedient

00:35:28.726 --> 00:35:29.288
to the old way,

00:35:29.307 --> 00:35:31.009
it's just going to be a tough road,

00:35:31.168 --> 00:35:31.289
man.

00:35:32.833 --> 00:35:34.054
What's the first step?

00:35:34.213 --> 00:35:35.375
I always like to sort of end on

00:35:35.434 --> 00:35:36.615
something tactical, right?

00:35:36.655 --> 00:35:37.996
If someone's nodding along and they're

00:35:38.016 --> 00:35:38.916
like, okay,

00:35:39.038 --> 00:35:40.378
I'm understanding what Greg is saying.

00:35:40.659 --> 00:35:41.820
I understand the concept.

00:35:42.059 --> 00:35:43.400
Again, this is simple, not easy.

00:35:44.340 --> 00:35:45.902
What's the first thing that you would

00:35:45.943 --> 00:35:46.782
suggest they do?

00:35:46.862 --> 00:35:48.344
Cause it's all a single step, right?

00:35:48.905 --> 00:35:49.625
Make it, let's,

00:35:49.704 --> 00:35:51.726
let's get it digestible or bite size.

00:35:52.027 --> 00:35:54.268
What's step one for this person?

00:35:54.289 --> 00:35:55.469
Yeah.

00:35:55.509 --> 00:35:57.670
You just have to, yeah, it's, it's one,

00:35:58.010 --> 00:36:01.634
just understanding step one is one, one.

00:36:02.405 --> 00:36:06.047
person one problem you're going to solve

00:36:06.068 --> 00:36:09.809
for them and one solution which is so

00:36:10.829 --> 00:36:13.092
easy to do but it is so difficult

00:36:13.251 --> 00:36:15.833
for us to do as well okay one

00:36:15.873 --> 00:36:20.335
person one problem one solution now here

00:36:20.474 --> 00:36:22.056
let me talk i want to talk about

00:36:22.115 --> 00:36:24.356
why this would be counterintuitive to you

00:36:24.376 --> 00:36:25.438
okay if you're a

00:36:25.956 --> 00:36:26.956
I'm assuming most of the people listening

00:36:26.976 --> 00:36:27.617
are physical therapists.

00:36:27.637 --> 00:36:28.438
You're a physical therapist.

00:36:28.777 --> 00:36:31.039
How did we learn when we're doing

00:36:31.179 --> 00:36:32.001
evaluations?

00:36:32.340 --> 00:36:33.722
What did we do in the assessment?

00:36:33.742 --> 00:36:34.882
Did we create one goal?

00:36:35.884 --> 00:36:36.083
No,

00:36:36.304 --> 00:36:39.706
we created short-term goals and then we

00:36:39.746 --> 00:36:42.548
created long-term goals, right?

00:36:42.628 --> 00:36:42.849
Okay.

00:36:43.048 --> 00:36:43.849
And in short-term goals,

00:36:43.909 --> 00:36:45.431
you see anywhere between three to six

00:36:45.690 --> 00:36:46.231
short-term goals.

00:36:46.472 --> 00:36:48.072
And then long-term goals, we have what,

00:36:48.092 --> 00:36:49.753
between four to six long-term goals.

00:36:49.934 --> 00:36:51.735
So anywhere between short-term,

00:36:51.815 --> 00:36:53.237
on the low end is you're creating about

00:36:53.376 --> 00:36:55.278
seven things that we have to get achieved.

00:36:55.458 --> 00:36:55.798
Right.

00:36:56.228 --> 00:36:59.070
to twelve seven to twelve things that we

00:36:59.090 --> 00:37:00.972
need to get achieved in this particular

00:37:01.012 --> 00:37:03.014
time period maybe it's a month two months

00:37:03.094 --> 00:37:04.936
whatever okay that's not how it works

00:37:04.996 --> 00:37:08.498
online that's not how it works you solve

00:37:09.059 --> 00:37:13.121
one problem for one audience and you give

00:37:13.141 --> 00:37:15.923
them one solution that's it that's it so

00:37:15.983 --> 00:37:17.284
you got to find who that audience is

00:37:17.304 --> 00:37:19.726
going to be okay i'm going to help

00:37:19.907 --> 00:37:22.929
people that are struggling with you know

00:37:23.349 --> 00:37:25.710
low back problems for less than two weeks

00:37:26.697 --> 00:37:27.557
That's it.

00:37:27.577 --> 00:37:27.878
All right.

00:37:27.978 --> 00:37:30.298
And I'm going to give them one solution.

00:37:30.760 --> 00:37:31.500
What is your solution?

00:37:31.920 --> 00:37:32.980
Is it going to be something that they

00:37:33.000 --> 00:37:33.960
can place on themselves?

00:37:34.021 --> 00:37:36.001
Is it something that they can actively do?

00:37:36.402 --> 00:37:37.222
Is it going to be something?

00:37:37.242 --> 00:37:37.402
Okay.

00:37:37.422 --> 00:37:38.501
I'm going to give them one thing,

00:37:38.561 --> 00:37:39.422
whatever that thing is.

00:37:39.623 --> 00:37:39.782
Okay.

00:37:40.443 --> 00:37:40.842
Okay.

00:37:40.922 --> 00:37:42.364
And that is it because I'm solving this

00:37:42.583 --> 00:37:44.224
one problem for this one group of people.

00:37:44.804 --> 00:37:45.224
And that's it.

00:37:45.764 --> 00:37:46.005
That's it.

00:37:46.045 --> 00:37:47.726
And if you can solve it very fast,

00:37:48.206 --> 00:37:49.365
the faster, the better,

00:37:50.467 --> 00:37:53.827
and you can make it very low ticket.

00:37:54.068 --> 00:37:55.068
And when I say low ticket, I mean,

00:37:57.625 --> 00:37:58.405
which is just,

00:37:58.585 --> 00:38:00.045
I'm going to give you the recipe and

00:38:00.085 --> 00:38:00.445
that's it.

00:38:01.045 --> 00:38:01.726
I'm not going to be there.

00:38:01.746 --> 00:38:02.786
I'm not coming to your living room.

00:38:03.326 --> 00:38:05.166
I'm not going to tell you how much

00:38:05.206 --> 00:38:05.445
flour.

00:38:05.485 --> 00:38:05.786
Look,

00:38:05.806 --> 00:38:07.067
the recipe tells you how much flour and

00:38:07.086 --> 00:38:07.646
butter put in.

00:38:07.987 --> 00:38:08.266
Okay.

00:38:08.606 --> 00:38:09.646
I'm just going to give it to you.

00:38:10.586 --> 00:38:12.286
And then that's it.

00:38:12.306 --> 00:38:12.527
Well,

00:38:12.588 --> 00:38:15.188
now you have started the process of

00:38:15.248 --> 00:38:17.068
detaching your physical time from income

00:38:17.088 --> 00:38:17.588
generation.

00:38:18.248 --> 00:38:19.168
And that's it.

00:38:19.409 --> 00:38:21.668
The first step is one.

00:38:22.309 --> 00:38:23.268
It's counterintuitive.

00:38:23.509 --> 00:38:25.489
Because when you started talking about

00:38:25.570 --> 00:38:26.929
number of goals of the assessment,

00:38:28.851 --> 00:38:30.572
There were no classes in PT school where

00:38:30.592 --> 00:38:32.193
we just learned how to fix one type

00:38:32.253 --> 00:38:32.813
of issue.

00:38:32.952 --> 00:38:34.793
It was all, here are all these things.

00:38:35.835 --> 00:38:38.615
So your mind, myself included,

00:38:38.896 --> 00:38:39.856
your mind is trained.

00:38:40.277 --> 00:38:41.757
I am a physical therapist.

00:38:41.878 --> 00:38:42.757
I can do all those things.

00:38:43.018 --> 00:38:44.458
You can do all those things.

00:38:45.340 --> 00:38:47.081
Greg is saying, start with one.

00:38:47.260 --> 00:38:48.181
You can do more later.

00:38:48.521 --> 00:38:50.882
Get really good at packaging,

00:38:51.302 --> 00:38:53.523
productizing one of them.

00:38:54.425 --> 00:38:54.905
One of them.

00:38:55.960 --> 00:38:57.681
I know what you're going to do if

00:38:57.701 --> 00:38:58.961
you're like me is you're going to be

00:38:58.981 --> 00:38:59.362
like, I got it.

00:38:59.481 --> 00:39:00.442
Oh, and there's ten more.

00:39:00.681 --> 00:39:01.202
Good, good, good.

00:39:01.442 --> 00:39:01.942
Don't do those.

00:39:02.822 --> 00:39:03.922
I forget who had the trick, right?

00:39:03.963 --> 00:39:05.983
Write down ten things that are going on

00:39:06.003 --> 00:39:07.923
in your life that you want to change.

00:39:08.423 --> 00:39:10.083
Circle three of them and then put a

00:39:10.123 --> 00:39:11.083
checkmark next to one.

00:39:11.463 --> 00:39:12.704
You cannot move on to the...

00:39:13.465 --> 00:39:14.585
So you have ten things you need to

00:39:14.605 --> 00:39:14.905
solve.

00:39:15.284 --> 00:39:16.764
Three are the high most important ones.

00:39:16.925 --> 00:39:18.045
Put the check next to one that needs

00:39:18.065 --> 00:39:19.306
to be solved first.

00:39:19.865 --> 00:39:21.146
Keep working on that until it's done.

00:39:21.186 --> 00:39:23.086
You cannot move on to number two, three,

00:39:23.126 --> 00:39:24.827
four, five, six until one is solved.

00:39:25.407 --> 00:39:26.246
Because if you're like me,

00:39:26.306 --> 00:39:27.088
you'll be like a top,

00:39:27.327 --> 00:39:29.168
a lot of moving, nothing happening.

00:39:29.329 --> 00:39:30.268
And then eventually what do you do?

00:39:30.309 --> 00:39:31.630
Well, the top just falls over.

00:39:31.750 --> 00:39:32.530
I'm just exhausted.

00:39:32.690 --> 00:39:33.311
What'd you get done?

00:39:33.451 --> 00:39:33.751
Nothing.

00:39:34.512 --> 00:39:35.032
Right.

00:39:35.072 --> 00:39:36.512
This is counterintuitive because we're

00:39:36.552 --> 00:39:39.494
trained to help everybody and you can help

00:39:39.653 --> 00:39:40.434
lots of people,

00:39:40.735 --> 00:39:41.795
but you have to start with one.

00:39:42.715 --> 00:39:42.876
Well.

00:39:42.896 --> 00:39:45.117
All right.

00:39:45.137 --> 00:39:46.277
She's going to kill me for me saying

00:39:46.297 --> 00:39:46.458
this,

00:39:46.637 --> 00:39:49.699
but the client that I just had here,

00:39:49.739 --> 00:39:51.719
she works with me every quarter.

00:39:51.739 --> 00:39:52.340
She flies in.

00:39:53.443 --> 00:39:55.224
comes in for five hours,

00:39:56.525 --> 00:39:58.007
and then she's out of here, okay?

00:39:58.927 --> 00:40:01.088
And today, she was like,

00:40:01.168 --> 00:40:02.088
I want to create an app.

00:40:02.309 --> 00:40:03.250
I said, sure, no problem.

00:40:03.650 --> 00:40:04.911
So we created an app.

00:40:05.670 --> 00:40:06.472
She goes, all right,

00:40:06.512 --> 00:40:07.431
so where do I start?

00:40:07.492 --> 00:40:07.952
Like, what do I do?

00:40:07.972 --> 00:40:10.173
I was like, guys, everything I told you,

00:40:10.193 --> 00:40:12.554
this is what I told this client.

00:40:12.675 --> 00:40:13.856
This client paid fifty thousand dollars

00:40:13.876 --> 00:40:14.476
for it, okay?

00:40:14.596 --> 00:40:16.177
All right, so everything I told you.

00:40:16.356 --> 00:40:16.498
Now,

00:40:16.538 --> 00:40:18.179
the difference is that after I told her

00:40:18.199 --> 00:40:19.039
that, she's like, okay, Greg,

00:40:19.159 --> 00:40:20.159
I listened to what you said because

00:40:20.969 --> 00:40:22.971
You haven't let me run so far.

00:40:23.010 --> 00:40:23.931
It's maybe a lot of money.

00:40:24.012 --> 00:40:24.391
Okay, cool.

00:40:24.411 --> 00:40:24.952
All right.

00:40:24.992 --> 00:40:25.353
So I was like,

00:40:25.373 --> 00:40:25.992
let's go ahead and do it.

00:40:26.072 --> 00:40:27.773
So I said, let's take one problem.

00:40:28.393 --> 00:40:30.034
So she's in the functional medicine world,

00:40:30.054 --> 00:40:30.295
right?

00:40:30.516 --> 00:40:32.336
So I said, all right, cool.

00:40:32.436 --> 00:40:33.336
Let's do this one thing.

00:40:33.356 --> 00:40:35.197
What we're going to do is you're asking

00:40:35.217 --> 00:40:36.858
clients to, hey, track your symptoms.

00:40:36.878 --> 00:40:37.940
So how are you asking them to do

00:40:37.960 --> 00:40:38.360
it right now?

00:40:38.659 --> 00:40:39.561
So she says, oh, tell me,

00:40:39.601 --> 00:40:40.601
get out a notebook right now.

00:40:40.621 --> 00:40:40.822
I was like,

00:40:40.842 --> 00:40:41.541
how many of them do it?

00:40:41.601 --> 00:40:42.182
Oh, very few.

00:40:42.302 --> 00:40:42.643
None of them.

00:40:42.963 --> 00:40:43.083
Okay.

00:40:43.103 --> 00:40:43.623
I was like, well,

00:40:43.923 --> 00:40:45.023
what is the thing that they're always

00:40:45.103 --> 00:40:45.264
using?

00:40:45.284 --> 00:40:45.684
Their phone.

00:40:45.704 --> 00:40:45.985
I was like,

00:40:46.025 --> 00:40:47.346
can we make it really simple for them?

00:40:47.726 --> 00:40:49.746
I was like, give me your entire phone.

00:40:50.494 --> 00:40:53.056
tracker everything that you have and that

00:40:53.076 --> 00:40:54.876
you're having them put this on a note

00:40:55.197 --> 00:40:57.177
you know a little you know streaming

00:40:57.458 --> 00:40:59.318
binder or whatever i was like let me

00:40:59.378 --> 00:41:00.858
just take that i'm gonna take a picture

00:41:00.878 --> 00:41:03.239
of it i uploaded it into the software

00:41:03.641 --> 00:41:05.561
and guess what guys about ten minutes

00:41:05.601 --> 00:41:07.081
later she had an app

00:41:08.393 --> 00:41:11.516
She had an app that took everything that

00:41:11.556 --> 00:41:13.456
her clients don't currently do right now

00:41:13.836 --> 00:41:15.898
to not be on their phone and to

00:41:15.938 --> 00:41:16.960
be able to do that thing.

00:41:17.059 --> 00:41:17.920
And boom, boom, boom, boom, boom.

00:41:18.001 --> 00:41:18.961
It scored it for, it did this.

00:41:18.981 --> 00:41:20.143
She's like, oh my God.

00:41:20.163 --> 00:41:21.784
I said, yeah.

00:41:21.844 --> 00:41:22.704
I was like, wait, wait,

00:41:22.744 --> 00:41:23.644
but we can do this next.

00:41:23.885 --> 00:41:24.786
I was like, no, no, no, no, no.

00:41:24.865 --> 00:41:25.927
Nope, nope.

00:41:26.807 --> 00:41:27.108
One.

00:41:27.188 --> 00:41:27.447
One thing.

00:41:28.469 --> 00:41:30.291
One.

00:41:30.311 --> 00:41:30.990
You know what we did?

00:41:32.391 --> 00:41:33.132
We published it.

00:41:35.815 --> 00:41:36.376
And guess what?

00:41:36.516 --> 00:41:37.617
It's going to be on the app store

00:41:37.657 --> 00:41:37.797
now.

00:41:38.762 --> 00:41:41.965
in one day, one thing, one problem,

00:41:42.666 --> 00:41:44.168
one person, one solution.

00:41:44.208 --> 00:41:44.949
That's it.

00:41:44.969 --> 00:41:45.228
Smart.

00:41:46.429 --> 00:41:47.371
If someone wants to get a hold of

00:41:47.391 --> 00:41:47.971
you,

00:41:48.271 --> 00:41:50.693
what's the one way you want them to

00:41:50.713 --> 00:41:51.014
do that?

00:41:51.715 --> 00:41:53.436
Greg Todd PT, Instagram.

00:41:53.956 --> 00:41:54.918
That's where you get to know me the

00:41:54.938 --> 00:41:55.197
best.

00:41:55.878 --> 00:41:56.840
That's where I give the most value.

00:41:57.139 --> 00:41:57.619
All right.

00:41:57.639 --> 00:41:58.201
Parting shot.

00:41:58.280 --> 00:41:59.382
Every time I do an episode,

00:41:59.402 --> 00:42:01.184
we have something called the parting shot.

00:42:02.954 --> 00:42:04.114
This is the parting shot.

00:42:04.655 --> 00:42:06.056
One last mic drop moment.

00:42:06.737 --> 00:42:07.536
No pressure.

00:42:07.976 --> 00:42:10.159
Just your legacy on the line.

00:42:11.398 --> 00:42:12.480
I do want to thank our friends from

00:42:12.539 --> 00:42:13.179
Sarah Health.

00:42:13.760 --> 00:42:14.440
They do one thing.

00:42:15.161 --> 00:42:15.581
RTM.

00:42:16.161 --> 00:42:17.222
Remote Therapeutic Monitoring.

00:42:17.422 --> 00:42:17.782
That's it.

00:42:18.202 --> 00:42:18.523
That's it.

00:42:18.543 --> 00:42:19.063
That's all they do.

00:42:19.123 --> 00:42:20.625
They don't do and this and this.

00:42:21.664 --> 00:42:22.706
Making sure you can

00:42:24.570 --> 00:42:26.313
Let your patients check in by text.

00:42:26.532 --> 00:42:27.052
No app.

00:42:27.414 --> 00:42:28.094
No logins.

00:42:28.594 --> 00:42:31.217
Just better follow through an RTM revenue

00:42:31.297 --> 00:42:32.478
that actually gets captured.

00:42:32.617 --> 00:42:33.719
SarahHealth.com.

00:42:34.159 --> 00:42:36.481
S-A-R-A-Health.com.

00:42:36.501 --> 00:42:37.302
I know the people out there.

00:42:37.322 --> 00:42:38.483
It's Sarah without an H.

00:42:39.063 --> 00:42:39.664
And that's what it is.

00:42:39.704 --> 00:42:39.905
All right.

00:42:39.945 --> 00:42:40.425
Parting shot.

00:42:40.465 --> 00:42:40.605
Greg,

00:42:40.625 --> 00:42:41.666
what do you want to leave with people

00:42:41.686 --> 00:42:42.286
as we wrap up?

00:42:43.608 --> 00:42:45.590
Man, you guys,

00:42:45.710 --> 00:42:47.791
you don't have a skill problem.

00:42:47.811 --> 00:42:48.733
You have a leverage problem.

00:42:50.233 --> 00:42:52.735
And if you do nothing else,

00:42:54.076 --> 00:42:55.677
just take what it is.

00:42:55.836 --> 00:42:56.898
If you can do this this week,

00:42:57.418 --> 00:42:59.179
take something that you know,

00:42:59.298 --> 00:43:00.199
one thing that you know,

00:43:00.659 --> 00:43:02.340
and just go ahead and blabber it and

00:43:02.360 --> 00:43:03.300
blabber it on your phone.

00:43:03.521 --> 00:43:06.882
Use this platform called otter.ai.

00:43:07.182 --> 00:43:09.864
And just blabber it for about five

00:43:09.905 --> 00:43:10.184
minutes.

00:43:10.664 --> 00:43:11.164
Take that,

00:43:11.344 --> 00:43:14.987
put it into chat GPT or cloud and

00:43:15.166 --> 00:43:15.568
say, hey,

00:43:15.628 --> 00:43:17.128
take this and turn it into my first

00:43:17.608 --> 00:43:17.949
product.

00:43:18.711 --> 00:43:22.574
system that's it and that's it that's what

00:43:22.594 --> 00:43:23.735
i want you to do simple you can

00:43:23.775 --> 00:43:26.556
literally talk yourself in out of your

00:43:26.597 --> 00:43:28.438
problem you can talk yourself out of it

00:43:29.179 --> 00:43:31.239
it's it's not it's not a hundred steps

00:43:31.280 --> 00:43:33.661
away it's much less than that all right

00:43:33.681 --> 00:43:36.463
greg todd appreciate this as always um

00:43:36.483 --> 00:43:37.585
we'll have you back soon it won't be

00:43:37.804 --> 00:43:39.425
as long as as it's been but appreciate

00:43:39.445 --> 00:43:40.487
your time thank you i appreciate you

00:43:40.507 --> 00:43:41.507
brother i appreciate you so much

00:43:43.938 --> 00:43:44.998
That's it for this one,

00:43:45.278 --> 00:43:46.940
but we're just getting warmed up.

00:43:47.420 --> 00:43:49.340
Smash follow, send it to a friend,

00:43:49.541 --> 00:43:51.201
or crank up the next episode.

00:43:51.721 --> 00:43:52.581
Want to go deeper?

00:43:53.081 --> 00:43:57.123
Hit us at pgpinecast.com or find us on

00:43:57.163 --> 00:43:59.724
YouTube and socials at pgpinecast.

00:44:00.143 --> 00:44:02.425
And legally, none of this was advice.

00:44:02.485 --> 00:44:04.244
It's for entertainment purposes only.

00:44:04.264 --> 00:44:05.865
Bullshit!

00:44:05.905 --> 00:44:06.485
See, Keith?

00:44:06.686 --> 00:44:07.766
We read the script.

00:44:08.047 --> 00:44:08.726
Happy now?