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

0:01 You're listening to the PT Pinecast, where smart people in healthcare come to make noise. Here's your host, Jimmy McKay. But then he noticed something. Great clinicians were exhausted. Brilliant therapists were underpaid. And the people who seemed to have time, income, and options, they weren't necessarily the best clinicians. Those two things aren't necessarily the same. They can be, but not always.

0:41 They were the best at packaging what they knew. So? reg from someone who once struggled with a commanding stages now who used to struggle with stuttering, right? To now building businesses that generate income beyond clinical hours. And it'd be one thing if he just figured this out and gate kept it, except now he quite literally does not shut up about it. This is literally what he teaches. He's like, I'm going to teach you how to do this. I've done it. I've shown you here are the receipts. I'm going to do it. Welcome back to the show, Greg Tom. Thank you, Jimmy. I appreciate you, bro. Appreciate you for having me on. It's been a while, man. I like starting off with hot takes or at least things that are bold, right? You say most PTs don't have an income problem.

1:23 They have an obedience problem. What does that mean? Help me understand what that means. They are obedient to the system. They are obedient to the wrong thing. know they're obedient to to doing things in the way that everybody else has done it and and the problem is is that it's it's very similar to when i was uh training in uh middle school for track and field right there's like these weird things that my my coaches would have us do I'm like, why the heck is he having me swinging my leg like a pendulum?

2:07 He's like, because my coach taught me that. OK, so all right, cool. So by the way, I went to school back in the, this is, I was in middle school in like, nineteen ninety something, nineteen ninety one, ninety two. OK, cool. All right. So then if you go and you ask his coach, why the hell do you do that? He's like, because my coach taught me how to. So we have an obedience problem in that we are obedient to something that's totally outdated. okay the thing that we're doing um worked it worked extremely well it just worked extremely well like fifty five years ago right it doesn't that's so so that really is the big thing photocopies of photographs just photocopy of the photocopy of the photocopy of the photocopy And so today, most people have a model issue.

2:52 They're just working in a model that doesn't serve them. Here, I'll tell you this, Jimmy. I just finished with a client. She has six facilities. She works in a model. She's not having any problems with hiring people. She's not having any problems with growing. She's going to have four additional locations by August of this year. why well because the thing is that she's working at a model that actually works and serves her right and serves the people that she works for how many therapists do you hear saying that oh my gosh you can't hire anybody anymore oh my gosh it's so difficult well it's not true so you have an obedience problem you have an obedience problem and you're working in a model where hiring people back in was no problem you're still working in that model she's working in a different model She still has clinics.

3:45 She's working in a model where everybody wants to work for her. So yeah, we have an obedience problem because we're obedient to the wrong thing. Yeah. Is it more from me hearing what you talk about and how you talk about it? It sounds like number two in seven habits of highly successful people, which is start with the end in mind. Where would you want to work? Build that. Work backwards. You'll find the people that... you would want to show up in your clinic. Going the other way doesn't necessarily always work. Same for clinicians. Well, I'll just work really hard in wherever I can find a job or the closest one or the highest paying one, which isn't always the path to success.

4:26 And then I never get there. And then six, seven, eight years later, I'm angry and I bail from this profession. According to statistics, average PT career is seven years. Seven years. Yeah. Yeah. And you want to know why? Because a PT, twenty three, twenty five, twenty eight years old is tired as hell at home. They just finished another long shift. And they go and they do scroll. And they go to TikTok and they see some twenty one year old kid That's making triple what they're making.

5:09 Never went to any college, barely graduated high school, if that. And they're like, what in the hell is going on? So people are getting bitter. People are getting angry. People are getting resentful because they're like, I did everything the way that my superiors told me to do. I got good grades. I went to college. I did my undergrad. I took it another level and went to grad school. I graduated magna cum laude, summa cum laude. I got the doctorate. I did everything you told me to do.

5:51 And here I am struggling. And it's a very hard thing. Nobody wants to be wrong, man. Nobody wants to be wrong. And I think it just comes down to... I'm not even saying you were wrong. You did what you did. I'm just saying that... based on what it is that you did you just need to understand skill stacking that you have to take what you did and that in and of itself is usually not going to be enough now add skills onto it and that changes the game for you that's true that's really it that's really it and and you know something um whether you're a physical therapist you're an occupational therapist you're slp like like whatever the reality is that If you're thinking, man, did I really screw up and do this?

6:41 No, not really. You really didn't. Because the reality is that when you skill stack in certain industries, that does not guarantee that you're going to have a certain level of success. Right. Skill stack in industries where the people are obedient to the wrong thing, it actually does make it easier for you to win if you're willing to skill stack and just go in a different direction than most. The problem is it's very hard to pull away from the herd. Sure. It's hard emotionally, right? Because I'm going to do something different. I'm watching everybody else do the thing that we... After eighth grade is ninth grade. After ninth grade is tenth grade. After twelfth grade is college.

7:23 And then what? And then what? And then what? And here I am. And now it's like, now what do I do? I guess I just do what everybody else does. That's not necessarily wrong. But if you do what everybody else does, you get what everybody else gets. And you get what you get. You don't throw a fit. Right. Exactly. And the world doesn't reward people exponentially when they just do what everybody else is doing. You do something different. You take a risk that can lead to reward. Right. We live in a value-based society. That's it. We live in a value-based society. Now, for everyone that feels like the world's against them, that should really, really inspire you and motivate you. We live in a value-based society.

8:06 You bring value to the world, you are going to get, at bare minimum, you're going to get attention. Bare minimum. I'm not even saying you're going to make a ton of money, because you might not know how to monetize anything that you do, right? But bare minimum, you're going to get attention. And with attention comes leverage. Like if I have attention, I can get eyeballs from other people that have the ability to allow me to be able to make more money. That's really it, right? So if I get attention, I get attention on Instagram. Okay, great. That means I have more eyeballs on me. And if I know how to monetize, those people could pay me money. Okay, if I get attention on TikTok, all right, great.

8:47 I have more eyeballs on me. Okay, those people might pay me money, but I also now am attracting other people that have influence. And now I can have a partnership with those people that could then eventually turn into money or whatever it is I want. Whatever you value, right? Yeah, whatever you value. And so for some people, that's money. For some people, that's time. For some people, that's a combination of both. For some people, that's just like, I want self, I don't know, I deem my self-worth in what it is that I do and how I help people in this world. So at the end of the day, you just have to ask yourself, what the hell are you doing? What the hell are you doing?

9:29 That's it. And if you want to live for other people, then go for it. Actually, totally go for it. Just don't complain about it. There it is. How would you explain the difference between being clinically excellent and financially scalable? What's the difference between being clinically excellent, which is not a bad thing to be, but what's the difference between solely focused on being clinically excellent and being financially scalable? One thing, productizing. A financially scalable clinician has productized him or herself. A clinically excellent clinician may or may not have productized themselves.

10:10 Most of the times, Jimmy, they have not. Talk about what those are in simple terms. We'll talk about the four levels of value in a second, but when you explain it, All of a sudden, you know how it is when you teach someone something. It might be the thirty eighth time that sixteen different way and the light bulb goes on. So explain what productizing is. Yeah. So so let's let's start with with productizing here. You know what? Let me start with my journey of being a good clinician. And then now that I'm productizing what it is that I do, how it's made me financially scalable.

10:51 My first year and a half coming out of PT school, I had full intentions to become the ultimate clinician, at least in my sector, in my field. Because I felt like if I became the ultimate clinician, why? Because you told me that. My physical therapy coaches, a.k.a. professors, told me that. Become a great clinician, the rest of your life is going to take shape. So I did one hundred eighty CEUs in the first eighteen months. That's what I did. One hundred eighty CEUs first eighteen months coming out of school. So I was a very good clinician. For a year and a half, God, right? Okay, then let's talk about from year, from eighteen months to three and a half years.

11:33 Eighteen months to three and a half years, I ended up doing my manual therapy certification through the University of St. Augustine, okay? I did everything up until the actual certification program because I made a shift, okay? Which was I went and opened up my own clinic and I ran out of money. I didn't have money to do that part, okay? But the reality is that I spent a lot of money getting all the coursework done for my manual therapy certification. I got my OCS, I got my CSCS, and I got everything to get my MTC. I was a good clinician, but what I also was was broke.

12:14 The difference now is that I became financially scalable. How did I do that? Through productizing. So here's what productizing looks like. when I have a back patient come into clinic, this is somebody that has maybe like a lumbar sprain, you know, their, their, their paraspinals are guarded, you know, they're, they're struggling. Right. Okay. And I've worked with one person and I did some things. I don't know what I did, but I did a bunch of stuff and they got better. Right. And then I did something very similar and they got better. Now I did something and they got better. Now I'm like, and they got better and they got better. Okay. This one didn't get better, but like, like, like thirty out of thirty five got better by something similar that I did.

12:54 Right. I did something somewhat similar. OK, so what I learned, it took me about six years to understand that. Wait a minute, dude, if you do this, this is like a recipe. It's like you're it's like you're spaghetti and meatball recipe. If you do this recipe, and you do this recipe over and over and over again, not one hundred percent of the time, but eighty five percent of the time, you are going to get a pretty good spaghetti and meatball dinner. OK, so what I did is I just started writing down. This is what I did. This is what I did on the first day. This is what I told them on the first day.

13:35 This is what I did here. This is what I did on the second time. This is what I did on third time. This is what I did on the fourth time. And then guess what I had? I had a documented recipe, man. I had a recipe that I had documented. Boom. You do this. You do this. You do this. You do this. Now, is it one hundred percent that it's going to be the most amazing Italian dish that you've ever had? No. But eighty five percent of the time, this thing is really unedible. It's really good. OK. And so I became comfortable with that being something that I'm going to not only deliver to my future clients, my potential clients. But then I said, I'm going to actually deliver this to my future employees. And then when I started doing it and I realized that they were able to deliver a pretty good dish, as in, for the most part, symptom-free back problems, then what I was able to do is I said, you know what?

14:26 If this worked for my employees and my therapist, then maybe I could show this to other therapists. And that's what I mean by productizing. You're taking what you have and you're turning it into a product. Okay. A product. And you could take the information that you have in your head and you could turn it into a product. By the way, today it's totally different. Okay. You, you can do that, but there's other ways that you can actually productize what it is that you do. You can do that through creating applications. You could do that through doing live stream on Amazon. You can do it it right you can do that through through just sharing with people look this is the things that i know and this is how it can help you and and and and here this is it like i'm giving it to you right now okay if you want like my entire package of this then you can take you can basically buy the recipe that's it okay like it's like me bro i can be on let's just call it qvc right i mean on qvc or or whatever some some some network where i'm i'm teaching you how to make like GT brownies.

15:33 Okay. All right. So we're making these brownies. I'm literally showing you right then and there. Okay. I put in this amount of flour. I put in this amount of this. I put in this amount of that. I put in some little milk, put in maybe a little oat milk for you dairy-free people. Okay. I did a little of this. I did a little of that. Okay. I did a little of this. I did a lot. Okay. Wonderful. Boom. We got the brownie. All right, cool. Did y'all see it? Okay, why don't y'all do it? If you want, go back and listen to the replay. Or if you actually want me to just send you the recipe with everything else, here, you can buy it too. Not everybody's going to buy it, but some are. That's called productizing. That's it. That is it. That's productizing. And so because of that, I'm able to now make money, a hundred and sixty eight hours a week, potentially.

16:14 Whereas before, when I was just an amazing clinician, I was able to make money up to forty to fifty hours a week. And so it's just, bro, you just have leverage working in your favor. I just have more time. Now, here's the other thing I know. You just did that thing on Amazon, right? OK, what I know is this. I know that the majority of clients that buy from me. I like, I can look at my phone and I can tell you when they're buying. Okay. I can look at my phone and on the Stripe, it will say they bought and they bought usually anywhere between six PM, seven PM, eight PM, nine PM. Some people buy at midnight. Every once in a while, you get people that buy around one AM and then you're going to get people that buy between six to thirty to seven thirty AM.

17:00 Why? Because people actually work. And when people are working, they can't buy because they're working. So when people are not working, that's when they want to buy. That's when they're doom scrolling. That's when they're like, okay, like, what should I do? What do I do? Okay. So I understand that if I don't productize myself, I'm not even allowing myself to be financially scalable because I'm working against human nature. I'm working against when people want to buy. Like that's it. So I'm no better than as a clinician. I have not done. I have not done.

17:41 I actually let my license lapse in twenty twenty five or twenty twenty four. I let my license. I don't need it. I don't need it because I I am I have so many products that I am helping people more not even having my degree anymore than I am when I had it when I had my licensure. It's just productization. It's just, that's how you financially scale yourself. So if we remove the knowledge component, right? Say the person listening to us right now is smart enough. Can they get smarter? Sure. But right now you're smart enough. Then it comes down to emotion. Yeah. when you're talking with people that you coach, what's the first mindset shift that someone you're sitting across from has to make before they're like, okay, I'll build this system.

18:32 Because right now, if it was just that easy, there needs to be an internal change. I know that, you know that. you work with these people what are the things that you need to confront them with for them to overcome it and start believe this is like the scene in the matrix when morpheus is like i need you to believe he's like i can't jump this thing it's a building he's like i need you to believe you gotta believe and then he believes and he's like you know so what is the thing because it it's not super powerful but like you have to understand that the thing holding you back is ironically yourself All right. I'll tell you some that's going to be a little bit more palatable for your audience. And then if you want me to tell you the tough one, just know that you might get listeners that that climb off now.

19:15 So if it's bad for your views, then just say just leave it at that. All right. So I think the first thing is that, you know, we invested so much money and so much time and energy into us becoming master clinicians. And in order for you to truly make it, you're going to have to change your identity from being a master traditional clinician to being a master CEO. That's just the truth. You might want to hear it like, wait, what's a CEO? A CEO is basically someone who owns and who operates all parts of a business.

19:56 And a CEO might not have to do so at a high financial risk, right? You might get somebody to invest in you, right? An entrepreneur does it at a high financial risk. But a CEO, you're just like, look, I didn't learn marketing. I didn't learn operations in school. I didn't learn tech. I didn't learn finances. But a CEO understands that I'm going to have to understand all those things because that is the process and the journey that people have to go through in order to make business operations work. And that's hard. Right. I'm not working any harder today. I mean, nowhere near the level of work is what I was working when I had my first job as a PT making thirty nine thousand five a year.

20:40 Right. I'd be upset if I make thirty nine thousand five hundred in two weeks today or in a month or in a week. You know, but that's just the way that it is. Right. You have to change your identity. That's number one. Number two is as a clinician, you're going to have to change. The identity of I'm only valuable when I'm seeing a certain amount of visits to my value in the marketplace is based on the results that I get for people. That's a hard thing to do. It's hard. Not because it's hard to do. It's because you've been trained a certain way that this is the way that it needs to be done.

21:22 And so everything is based off results. If I can get results for somebody in a very, very, very short period of time, I'm actually more valuable than someone that gets the same result and it takes them longer to get it. That's it. If you need to get your car fixed, And somebody says, I can fix your car and I can get your car done. Everything can be done, man. No problem. I will have it perfect. Your, your rotors will be fine. Your carburetor is going to be fine. Everything's going to be good. Just give me two and a half weeks and I'll have it all taken care of versus someone that says, leave the car here. Okay. And have your, your car will be ready at four thirty today. Okay. Like, like which one are you going with?

22:03 So, so why do we think, That the more we could squeeze out of people with more of their time, more of their energy, more of their effort is more valuable. It is not. So that's a hard, again, that's another, it's another mindset. It's hard, but that is what is needed. Okay. Those are the nice sugar coat ones. You want the really tough one? Let's do that. Yeah. Gosh. All right. So here's the deal guys. I'm talking to big money. I'm talking to people that like we name our check, we get asked to go everywhere.

22:44 You know, like I'm, I'm literally in two days heading out to Phoenix to go speak at an event. And then after that, I'm just going to go hang out in salt Lake and park city for four or five days with my son. Just chill, maybe ski, maybe snow. I don't know what the hell I'm gonna do, but we just gotta have a good old time. You want to know what the key is? The key is that I don't even look at myself as a physical therapist anymore. I don't even look at myself as a business owner. My main identity is a content creator. And that's hard. That's hard when you put a lot of money, you put a lot of energy, you put a lot of emphasis in becoming this DPT, this master's, OT, and I'm a content creator.

23:31 Isn't that some little kids that dance on TikTok? No. A content creator, when your focus is content, when your focus is understanding that I have to figure out how to get eyeballs and value to people that are in my world, I have to bring them value without them paying me. And that is your main focal point in everything that you do. You will now cut your own check. That's a hard thing. Pay attention, spend time. I've got a great slide that when I try to explain to people, what this actually is, you might have something great at the end of the rainbow.

24:16 You got a great an event, a great book, a great anything. But if you can't get people to pay attention and spend time, I always tell I say, look at those two phrases. I put them up on a screen, white background, black words, pay attention, spend time. And I put a line this way. So you just see pay attention and spend time. And then I change the line and I focus pay and spend because you want attention and time. That's not free anymore. You used to be able to Mad Men days. There were three TV stations, two newspapers, five radio stations in a market. You want to own that market? You want to sell all the tires in New York? It's a check. It was a mathematical equation that isn't the way anymore.

24:56 It's not. That's it. That's it, guys. I mean, that's it. You can get attention anywhere. you command the market you get attention everybody wants you you can't get attention i don't care how good you are doesn't matter i don't it doesn't matter it it does not matter so um that really is it here i hear can i tell you this uh uh jimmy so recently i was in uh i took my daughter my twenty three year old we we went on a daddy dollar trip to dc first time we've been to dc And we had a great time. Actually, I'm taking the rest of the kids back there for spring break.

25:37 We had such a good time. My daughter's like, Daddy, I'm moving here. I was like, really? You really want to move here? I was like, okay, girl. Okay, so I'm just expensive. And yo, the funnel's done here. She's like, I know, I know, I know. But this is my vibe. I've always been a city girl at heart. I've never been able to live in a city. I don't want something as crazy as New York, but I want something that has kind of more of a homey feel. And this is it, daddy. This is it. So Jimmy, let me tell you something. we made that decision the first day she's kind of like her dad when she makes a decision she's there's no turning back okay so we made that decision first day by the end of the first day we actually went and toured our first apartment in downtown dc so we did that okay cool and then the next day you know we wanted to look we had some uh tours at capitol hill and this and that we had we had a great time in georgetown and all that other stuff but the third day she's like daddy i'm dead serious on this i was like okay well today let's start looking at apartments although So we went to this apartment, an area called Navy yard.

26:42 For those of you that are in DC, you know what I'm talking about by where the nationals play. And there was this, this beautiful apartment. It's like overlooking the national state. I could see inside the baseball field. I was like, oh, this is great. And I looked at the guy that was showing this apartment. I said, who lives here? I was like, are these all government people? Cause this is expensive. It's like three to five thousand dollars a month. I said, okay. He goes, you want to know who lives here? I said, it's got to be government people. He goes, no. I was like, oh, it's got to be all them people that work for like Amazon and all that. He said, no. He said, the main people that are buying in here and renting in here are content creators.

27:29 This is the world we live in, y'all. The world we live in, it's a world of content creators. They are the ones that are making the bank. Now, you're like, oh, my God. Listen, you hear that? And I know you probably want to brush your eyes. Let me tell you, you are in a field where there is very little to no content creators. And the truth is that most people can't create content of what it is that you know because they don't know it. They don't know it. You have to have subject matter expertise. You got to know how to do something. And then you have to be able to communicate it.

28:11 The old school community, the OG content creators were teachers. And they could only really, back in the day, create in a classroom one minute for one minute. One minute of creating and one minute of receiving. You had to be in the time and place. Now you can record that or stream it and watch it later. And one minute of work in January is netting you attention in July. And that compounds. Right. You know, and so that's it. like that's it i mean if you even think of not to get political or whatnot but you think of like just think of like whether it's fox or cnn right and if any of you have watched any of those networks in the last four to five years you will see that the main players on each of those networks okay i can think of one right now on cnn i can think of one right now on fox One is DL and one is TC.

29:06 They have now left their positions and they are content creators. Right. They stand alone. That's what they are. They're content creators. You used to have to have a million dollars in technical equipment, seventy five thousand dollar license. And a staff of I don't know, the radio station I used to run, you know, there were four radio stations, the building, there were fifty people that worked there. OK, I am in my living room. It's crazy. So Jimmy, let me answer this. The radio station that you used to run, do you remember what were the amounts that you guys would charge for commercial bits?

29:48 Do you have any idea what that amount was? It was about two dollars a second. So a sixty second spot was one hundred and twenty dollars. But you could never just buy a commercial. You wouldn't just buy one commercial. You'd be spending in blocks of ten or twenty or a hundred. but yeah it was usually about if you had to boil it down it was two dollars a second two dollars a second sixty second spot was a hundred and twenty bucks sixty second spot was a hundred and twenty dollars so guys let me tell you something um when i became a physical therapy practice owner i i was struggling in my first year and a half jimmy and i i was looking for attention all the like i was working for a company called cora i left cora had a year um non-compete clause that i had to do all the doctors that said they were going to send to me when i came back never sent so i'm like i'm like scrapping bro i'm scrapping at this point There was a station.

30:44 It was like a.m., sixteen, twenty, something like that. I don't know. Some some a.m. station, bro. I was getting ready to give them five thousand dollars a month, five thousand dollars a month. And they said that you would be the exclusive physical therapist on this thing. I'm the only damn physical therapist on this thing. But bro, I was ready. because I didn't know how to get traffic. I didn't know how to get eyeballs and I didn't know what type of eyeballs they had. But see, here's the deal. You listen to a radio station. They're obviously getting a certain demographic of people. There are certain people that it makes sense for you to advertise. OK, great. Yep. Right. And you're hoping that you're getting the right people. That's going to be the people for you. But today, it doesn't work like that.

31:26 Today, man, today, these algorithms are so freaking good that if somebody is struggling with back problems, somebody's struggling with neurological issues, somebody's struggling with post-stroke symptoms, if somebody's struggling with shoulder impingement, They know exactly what you're saying. They know exactly what you're talking about around the dinner table. They know the cooler talk that you're having at LA Fitness. They know the things that you're saying on the phone. And they're able to say, based on our algorithm, we know the creator, Greg Todd, Jimmy K, is saying this. And if we feel like it is compelling enough for our viewer to to listen to, then we will make the platform work to put more of those types of viewers in front of that person.

32:15 And man, when you understand that game, when you understand that game and you actually have some type of value to bring to the marketplace, it's game over. Yeah. People raging against the algorithm, and I get it. I get mad at gravity too. Yelling at it doesn't change it. Yelling at the algorithm is going to do the same thing. So understand gravity or understand the algorithm. Gravity doesn't care if you succeed or fail. It just says down. The algorithm actually wants you to win. It wants you to understand it. I was explaining to this guy the other day with an Instagram page. And I said, listen, I love the fact that you're bringing your family into it. The problem is you're confusing the computer.

32:57 The computer is trying to play like... content tinder it wants to bring you the right people and it's going to be like this is this good is this good is this good is this good and once someone sticks around for a fifty percent oh oh that why was okay that's why you give it information in a caption description do you think it's listening to the the audio now and transcript yes it absolutely is so when you're doing pt pt pt Family vacation, back of the backyard with the swing set. It's going, whoa, whoa, whoa. Who am I matching you with? This is confusing. So just understand the physics of the environment you're in. That's step one. That's it. That's it, you guys. That's it.

33:37 You know, there used to be a time where you were saying, all right, I want this to be a reality show of myself. Right. So people like I mean, by the way, I used to say it's like, OK, I'm faith, family, you know, physical therapy, this, that. OK. And that's that's wonderful. And that can work. But that can work if you're not trying to get in front of new people. Correct. That can work if the people that you have are all the people that you ever want. And now you just want those people to just get to know you, like you, love you, trust you. If all you want to do that, then fine, that works. But if that's not what you want to do and you're like, look, man, I want to get in front of as many people as possible with the gifts that I have.

34:22 Then what Jimmy just said is exactly how it works. yep okay understanding that's it do you you have you have to you have to work you are in a partnership with the platforms okay and the reality is that what it what what it would cost me back in two thousand and six which is five thousand dollars to be on an am radio station that i can be in front of maybe four hundreds of people that might or might not be listening you can probably buy this you can probably buy the whole station for five minutes but listen My point is that if you understand the game, if you understand the game, the investment that you made into becoming the clinician that you are can pay off for you one hundred to one thousand fold.

35:20 But if you're not willing, if you're playing the anti-obedient game to that and you want to be obedient to the old way, it's just going to be a tough road, man. What's the first step? I always like to sort of end on something tactical, right? If someone's nodding along and they're like, okay, I'm understanding what Greg is saying. I understand the concept. Again, this is simple, not easy. What's the first thing that you would suggest they do? Cause it's all a single step, right? Make it, let's, let's get it digestible or bite size. What's step one for this person? Yeah. You just have to, yeah, it's, it's one, just understanding step one is one, one.

36:02 person one problem you're going to solve for them and one solution which is so easy to do but it is so difficult for us to do as well okay one person one problem one solution now here let me talk i want to talk about why this would be counterintuitive to you okay if you're a I'm assuming most of the people listening are physical therapists. You're a physical therapist. How did we learn when we're doing evaluations? What did we do in the assessment? Did we create one goal? No, we created short-term goals and then we created long-term goals, right?

36:42 Okay. And in short-term goals, you see anywhere between three to six short-term goals. And then long-term goals, we have what, between four to six long-term goals. So anywhere between short-term, on the low end is you're creating about seven things that we have to get achieved. Right. to twelve seven to twelve things that we need to get achieved in this particular time period maybe it's a month two months whatever okay that's not how it works online that's not how it works you solve one problem for one audience and you give them one solution that's it that's it so you got to find who that audience is going to be okay i'm going to help people that are struggling with you know low back problems for less than two weeks That's it.

37:27 All right. And I'm going to give them one solution. What is your solution? Is it going to be something that they can place on themselves? Is it something that they can actively do? Is it going to be something? Okay. I'm going to give them one thing, whatever that thing is. Okay. Okay. And that is it because I'm solving this one problem for this one group of people. And that's it. That's it. And if you can solve it very fast, the faster, the better, and you can make it very low ticket. And when I say low ticket, I mean, which is just, I'm going to give you the recipe and that's it. I'm not going to be there. I'm not coming to your living room. I'm not going to tell you how much flour. Look, the recipe tells you how much flour and butter put in.

38:07 Okay. I'm just going to give it to you. And then that's it. Well, now you have started the process of detaching your physical time from income generation. And that's it. The first step is one. It's counterintuitive. Because when you started talking about number of goals of the assessment, There were no classes in PT school where we just learned how to fix one type of issue. It was all, here are all these things. So your mind, myself included, your mind is trained. I am a physical therapist. I can do all those things. You can do all those things. Greg is saying, start with one. You can do more later.

38:48 Get really good at packaging, productizing one of them. One of them. I know what you're going to do if you're like me is you're going to be like, I got it. Oh, and there's ten more. Good, good, good. Don't do those. I forget who had the trick, right? Write down ten things that are going on in your life that you want to change. Circle three of them and then put a checkmark next to one. You cannot move on to the... So you have ten things you need to solve. Three are the high most important ones. Put the check next to one that needs to be solved first. Keep working on that until it's done. You cannot move on to number two, three, four, five, six until one is solved. Because if you're like me, you'll be like a top, a lot of moving, nothing happening.

39:29 And then eventually what do you do? Well, the top just falls over. I'm just exhausted. What'd you get done? Nothing. Right. This is counterintuitive because we're trained to help everybody and you can help lots of people, but you have to start with one. Well. All right. She's going to kill me for me saying this, but the client that I just had here, she works with me every quarter. She flies in. comes in for five hours, and then she's out of here, okay? And today, she was like, I want to create an app. I said, sure, no problem. So we created an app. She goes, all right, so where do I start? Like, what do I do? I was like, guys, everything I told you, this is what I told this client.

40:12 This client paid fifty thousand dollars for it, okay? All right, so everything I told you. Now, the difference is that after I told her that, she's like, okay, Greg, I listened to what you said because You haven't let me run so far. It's maybe a lot of money. Okay, cool. All right. So I was like, let's go ahead and do it. So I said, let's take one problem. So she's in the functional medicine world, right? So I said, all right, cool. Let's do this one thing. What we're going to do is you're asking clients to, hey, track your symptoms. So how are you asking them to do it right now? So she says, oh, tell me, get out a notebook right now. I was like, how many of them do it? Oh, very few. None of them. Okay. I was like, well, what is the thing that they're always using? Their phone. I was like, can we make it really simple for them? I was like, give me your entire phone. tracker everything that you have and that you're having them put this on a note you know a little you know streaming binder or whatever i was like let me just take that i'm gonna take a picture of it i uploaded it into the software and guess what guys about ten minutes later she had an app She had an app that took everything that her clients don't currently do right now to not be on their phone and to be able to do that thing.

41:17 And boom, boom, boom, boom, boom. It scored it for, it did this. She's like, oh my God. I said, yeah. I was like, wait, wait, but we can do this next. I was like, no, no, no, no, no. Nope, nope. One. One thing. One. You know what we did? We published it. And guess what? It's going to be on the app store now. in one day, one thing, one problem, one person, one solution. That's it. Smart. If someone wants to get a hold of you, what's the one way you want them to do that? Greg Todd PT, Instagram. That's where you get to know me the best. That's where I give the most value.

41:57 All right. Parting shot. Every time I do an episode, we have something called the parting shot. This is the parting shot. One last mic drop moment. No pressure. Just your legacy on the line. I do want to thank our friends from Sarah Health. They do one thing. RTM. Remote Therapeutic Monitoring. That's it. That's it. That's all they do. They don't do and this and this. Making sure you can Let your patients check in by text. No app. No logins. Just better follow through an RTM revenue that actually gets captured. SarahHealth.com. S-A-R-A-Health.com. I know the people out there.

42:37 It's Sarah without an H. And that's what it is. All right. Parting shot. Greg, what do you want to leave with people as we wrap up? Man, you guys, you don't have a skill problem. You have a leverage problem. And if you do nothing else, just take what it is. If you can do this this week, take something that you know, one thing that you know, and just go ahead and blabber it and blabber it on your phone. Use this platform called otter.ai. And just blabber it for about five minutes. Take that, put it into chat GPT or cloud and say, hey, take this and turn it into my first product.

43:18 system that's it and that's it that's what i want you to do simple you can literally talk yourself in out of your problem you can talk yourself out of it it's it's not it's not a hundred steps away it's much less than that all right greg todd appreciate this as always um we'll have you back soon it won't be as long as as it's been but appreciate your time thank you i appreciate you brother i appreciate you so much That's it for this one, but we're just getting warmed up. Smash follow, send it to a friend, or crank up the next episode. Want to go deeper? Hit us at pgpinecast.com or find us on YouTube and socials at pgpinecast.

44:00 And legally, none of this was advice. It's for entertainment purposes only. Bullshit! See, Keith? We read the script. Happy now?