You’re the Boat: Why No One’s Coming to Save PT

WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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Man, it's a snow day.

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This is great.

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What do you do?

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The funny thing is you couldn't be dragged

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out of bed.

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it's a school day and then when it

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was a snow day you had like you

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were hulk you had hulk like energy and

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strength and you could do whatever you

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want and uh the funny part is when

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you're an adult you're like well i still

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have to go to work probably uh so

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what do you do when there's a snow

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day well first of all how are you

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tony wonderful welcome back from uh graham

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session we'll get into that we'll get into

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that uh but let's talk about what

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everybody's feeling right now we're doing

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i you know

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You're in Ohio.

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So are you closed?

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Are you crushed?

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How many feet of snow did you get?

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We closed this morning.

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Right now we're closed until noon.

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We got about twelve to fourteen inches.

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But, you know, it came in Friday night,

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Saturday, Saturday, Saturday evening,

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Saturday afternoon.

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So it didn't really affect the business

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that much.

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We'll lose about ten visits.

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Okay.

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It started for me.

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I feel like your weather hits me almost

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twenty-four hours late.

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It just stopped in the overnight.

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I'm looking at, I don't know, mid shin,

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mid tibialis anterior.

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I don't know how PTs measure snow.

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Is there a goniometer for snow?

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No, we don't have that.

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I mean, it's bad.

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That's what I should do.

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When I go into the clinic,

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I'm going to get the Goni out to

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measure the depth.

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That's what I want to see.

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I hit my driveway with a snowblower twice.

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After the first time,

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it looked like I'd never touched it.

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I went back a few hours later,

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looked outside.

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I was like, oh my God,

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I got to do it again.

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I should have waited.

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So first thoughts when something like this

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hits for PT owners, you had a week.

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I mean, it didn't surprise people.

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I saw a lot of people on LinkedIn

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saying, hey,

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I'm going to telehealth visits.

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A lot of people saying,

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I'll close and then I'll just call people.

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What's your mindset?

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You said you're going to lose about ten

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visits.

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How do you shuffle those cards?

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How do you shuffle the deck?

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So the nice thing is it's Monday.

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We usually do a half a day on

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Friday.

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We just pushed everybody later in the week

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to make up what we lost.

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I'm of the mindset that I'm like, Hey,

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it's a day off.

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Let's go enjoy it.

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And my wife is of the mindset, Hey,

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that's a couple thousand dollars.

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Let's not give it up for nothing.

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Uh, so we compromise and, you know,

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we lose what we lose,

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but just like anything we, okay.

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So if we lose the visit this week,

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we extend the plan of care.

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We're still going to capture, uh,

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the revenue we're still going to get that

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patient what they need thankfully none of

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our patients are life our life or death

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so right yeah i mean this this goes

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without saying like you know someone doing

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inpatients a little bit different or

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whatever um i saw some people some some

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major franchises i won't say which ones

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but like we're like we're closed until

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noon and these have pretty big footprints

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so i thought that was i mean if

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you're gonna make a decision

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Making it clinic to clinic is probably,

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I don't know,

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probably a pain in the ass.

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Like, well, we're good,

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but we're not good.

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We're on a hill.

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So even if there's no snow,

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you know what I mean?

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It's like, we're closed until noon.

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And then they said,

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we're going to have some later hours open

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for options for you over the next couple

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of days to make that back.

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That feels like a good compromise, right?

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Yeah.

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And again,

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every business is going to have breakage.

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Like you have to plan for breakage.

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You have to have enough profit in the

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margin that you can handle something like

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this.

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And it's not going to put you out

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of business.

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Yeah.

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Okay.

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Well,

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I'm sure we'll hear from more people

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dealing with the snow.

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I didn't have time this morning to make

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fake...

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I didn't have time to do the full

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soup to nuts because I slept in because

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I was at Graham Sessions this weekend.

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Again, a reminder,

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this is like a very small private

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conference put on by private practice

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section.

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I now know what it feels like to

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work communications for APTA, I think.

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Because I was there as an independent

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human being talking about the conference.

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And then next thing you know,

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so many people were doing this to me.

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Finger wagging.

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Well, yeah.

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I was like, hold up.

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Who are you?

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John two forty seven.

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On Instagram, what are you talking about?

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I don't need to do Jack.

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What are you talking about?

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So let's talk about the conference.

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Then we'll talk about the repercussions.

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So the conference is great.

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Again,

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these are the people that you see on

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LinkedIn or maybe you don't see on

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LinkedIn that go to CSM every year.

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APTA's private practice section started

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this conference nineteen years ago.

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I said twenty.

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It was nineteen years ago because they

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were like, hey, listen,

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can we get some actionable stuff?

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Let's get a bunch.

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CSM is huge.

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CSM is a circus.

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You can't have decisions at an NFL game.

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You know what I mean?

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Like with the, with everybody there,

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it's not how it works.

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So by no means, by the way,

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I want to preface this by no means

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is APTA private practice section saying

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like, we're coming together,

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we're making decisions.

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It's not what this was.

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This is a bunch of people who,

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by the way,

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paid their own money to go there.

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People were like,

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I want to know what this thing costs.

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I'm like,

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it cost me three hundred dollars to go.

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Plus,

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I got to pay the New Jersey turnpike

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and I had to buy gas.

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Who is very funny to watch people

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immediately jump to.

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Well, who the hell are you?

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I'm like, I'm Jimmy.

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Nice to meet you.

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Slow your roll.

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Conference is great.

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I've had people that were there for that

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have been going to this for close to

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all the time.

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I hung out.

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I did an interview with Patrick Graham,

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who obviously the sessions are named

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after,

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who has some great insights being there

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almost, if not all.

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I think he skipped one or two years.

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This is a bunch of people,

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mostly private practice owners,

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but they are, in my opinion,

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getting smarter about like, well,

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where are the academics?

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Because if we keep finger wagging at

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schools got to cost less or you got

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to give us better students,

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like if they're not in the room,

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it feels not productive.

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So there are some academics in the room.

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um someone did point out i won't say

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who because that's the deal you're allowed

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to say what was said but not who

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said it good someone said where are the

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payers man what if we got some people

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and then people were like aghast well they

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would never come and of course tony and

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jimmy i think did you ask yeah yeah

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are you sure what would happen if they

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did right so they're not in necessarily in

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the room uh the three biggest problems

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that we talked about because you it's a

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day and a half

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You could only have so much programming.

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People were like,

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why wasn't reimbursement just talked about

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for a day and a half?

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I'm like,

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because I would have fell asleep and left.

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I don't know what to tell you, right?

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Again, we do not have magic wands.

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It's not like we said,

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we're going to get together and we're

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going to solve everything,

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which is a slippery slope, right?

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That's what people say.

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Well,

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you said you got together with smart

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people.

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Yes, I did.

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The three big ones that stuck with me

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were student debt.

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That was one of the session at the

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end where they brought a student up and

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she literally had a piece of paper and

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was like, oh,

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I checked my account this morning.

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I graduated four months ago and I owe

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one hundred and seventy five thousand

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dollars.

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And I'm making I forget what she said.

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Sixty seventy thousand dollars because

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she's in peds.

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And she's like,

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I will not be able to buy a

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house.

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She's like,

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I have a financial planner because my

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parents made me get one.

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I'm not gonna be able to buy a

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house for the next whatever.

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I'll probably move out of this area

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because she's in Alexandria too.

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I'll probably move out of this area

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because there's no possible way I can

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afford to live here anymore.

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This doesn't make any sense.

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I thought it was funny that they brought

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up four people on that panel, student,

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academics, business, somebody else,

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policy.

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They introduced the student first.

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She did the big reveal, the big, ooh,

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this is how much money she owes.

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And everybody around the room, of course,

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was like, this sucks.

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We should stop it.

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And then the student didn't talk for forty

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two minutes because they didn't talk to

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her.

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Sorry, I keep calling her a student.

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She graduated four months ago.

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She is a physical therapist.

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She didn't talk for forty two minutes.

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And I was like, oh,

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glad she took took a Saturday to come

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and not be addressed.

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And then we just talked around her for

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forty two minutes before she talked again

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at the end.

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I was like, but here's the problem.

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Here's the thing that people were up in

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arms about a post I had last week.

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I want to be very clear about what

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I think.

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Like loan forgiveness programs.

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Cool.

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Like if you do this,

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then you get that.

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Great.

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That's what I mean.

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Like PSLF.

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Like if you work for a nonprofit for

00:09:03.162 --> 00:09:03.562
ten years.

00:09:03.942 --> 00:09:04.243
Awesome.

00:09:04.563 --> 00:09:06.044
Do I think loans should be forgiven?

00:09:06.264 --> 00:09:06.485
No.

00:09:07.046 --> 00:09:08.006
So everyone's like, see,

00:09:08.768 --> 00:09:10.048
she signed up a dotted line.

00:09:10.490 --> 00:09:12.270
She got gut punched with one seventy five.

00:09:12.350 --> 00:09:12.871
Screw her.

00:09:13.231 --> 00:09:15.553
OK.

00:09:15.573 --> 00:09:16.895
You're not going to have anybody to hire

00:09:16.936 --> 00:09:17.876
in six years.

00:09:19.099 --> 00:09:19.639
Oh, shit.

00:09:19.678 --> 00:09:20.679
Now it's a me problem.

00:09:21.019 --> 00:09:22.480
Oh, now we get the violin out.

00:09:22.500 --> 00:09:23.541
But I can't get anybody.

00:09:23.980 --> 00:09:26.461
You're telling... So the video I recorded,

00:09:26.902 --> 00:09:28.682
I think some people keep hearing emotions

00:09:28.722 --> 00:09:29.822
in my video, which is good.

00:09:30.323 --> 00:09:31.504
And then they assume what I'm saying.

00:09:31.964 --> 00:09:34.044
I'm not saying we should take pity on

00:09:34.065 --> 00:09:37.726
these poor adults who signed an agreement

00:09:37.746 --> 00:09:38.447
to pay back a loan.

00:09:38.927 --> 00:09:40.748
I'm saying if this keeps continuing...

00:09:41.528 --> 00:09:42.849
you won't have anybody to hire.

00:09:42.989 --> 00:09:44.009
And now all the business people are like,

00:09:44.210 --> 00:09:45.831
oh yeah, now it's a me problem.

00:09:47.052 --> 00:09:47.993
Now I'm intrigued.

00:09:48.312 --> 00:09:49.413
What do we do about this?

00:09:49.693 --> 00:09:50.455
So I'm saying,

00:09:51.716 --> 00:09:53.256
should we change the system in some way

00:09:53.297 --> 00:09:54.317
to make this less shitty?

00:09:56.219 --> 00:09:57.299
There is a company out there that

00:09:57.320 --> 00:09:59.481
approached me a while ago and they

00:09:59.522 --> 00:10:04.666
essentially are like ROTC or PT.

00:10:04.686 --> 00:10:05.567
What they're saying is,

00:10:05.826 --> 00:10:07.648
if you sign this on this dotted line,

00:10:08.528 --> 00:10:09.149
more dotted lines,

00:10:09.878 --> 00:10:10.577
You're in PT.

00:10:11.078 --> 00:10:11.918
You sign the dotted line.

00:10:12.279 --> 00:10:13.460
We, as a company,

00:10:13.620 --> 00:10:15.841
will start paying back your loans right

00:10:15.881 --> 00:10:16.101
now.

00:10:16.903 --> 00:10:18.884
And we'll pay off your loans in...

00:10:20.544 --> 00:10:21.865
It's different for every student with the

00:10:21.905 --> 00:10:22.525
amount, whatever.

00:10:22.927 --> 00:10:23.527
Six years,

00:10:23.907 --> 00:10:25.368
if you work for us for six years.

00:10:26.109 --> 00:10:28.450
If you leave, you owe us the money.

00:10:28.931 --> 00:10:29.890
And I look at that like,

00:10:30.211 --> 00:10:31.032
that's a solution.

00:10:31.572 --> 00:10:32.552
I forget the name of the company I'll

00:10:32.572 --> 00:10:32.712
find.

00:10:32.753 --> 00:10:34.033
I'm like, that's a solution.

00:10:34.413 --> 00:10:38.397
ROTC, that model of if you... If, then...

00:10:39.514 --> 00:10:41.375
The answer can't be, it's too much.

00:10:41.534 --> 00:10:45.155
Let's just wipe it all clean.

00:10:45.176 --> 00:10:46.437
But you can't also say it's because the

00:10:46.456 --> 00:10:48.376
government doesn't have money because we

00:10:48.397 --> 00:10:50.618
have buckets of money buying Greenland.

00:10:51.138 --> 00:10:54.240
So I think that ROTC angle is better,

00:10:54.379 --> 00:10:54.860
if then.

00:10:55.019 --> 00:10:56.461
If you work for a nonprofit for ten

00:10:56.480 --> 00:10:58.120
years and you make payments,

00:10:58.360 --> 00:10:59.861
whatever is left is...

00:11:01.331 --> 00:11:02.211
I hate the word forgiven.

00:11:02.230 --> 00:11:02.812
It's like, well,

00:11:02.892 --> 00:11:04.351
now it's a contract and we earned it.

00:11:04.371 --> 00:11:04.972
It's not forgiven.

00:11:05.033 --> 00:11:05.513
I paid it.

00:11:05.972 --> 00:11:06.932
You said, if you do this,

00:11:06.952 --> 00:11:07.553
you'll pay that.

00:11:08.114 --> 00:11:10.654
So that was problem number one.

00:11:11.455 --> 00:11:13.015
Reimbursement wasn't talked about.

00:11:14.288 --> 00:11:15.249
At all?

00:11:15.308 --> 00:11:15.889
No, not at all.

00:11:16.190 --> 00:11:18.070
I meant like it wasn't like a session

00:11:18.090 --> 00:11:18.711
because they're like, dude,

00:11:18.730 --> 00:11:19.650
we do it every...

00:11:19.811 --> 00:11:21.631
We sort of do it every other year.

00:11:21.652 --> 00:11:22.272
It's like, otherwise,

00:11:22.831 --> 00:11:24.312
just have a separate conference for that.

00:11:24.552 --> 00:11:26.273
But it was talked about in every single

00:11:26.312 --> 00:11:26.854
discussion.

00:11:27.714 --> 00:11:30.195
I mean, this is a math conference, right,

00:11:30.215 --> 00:11:30.654
for PTs.

00:11:31.375 --> 00:11:32.676
The second one was...

00:11:33.456 --> 00:11:38.017
uh uh not direct primary care primary care

00:11:38.417 --> 00:11:40.116
so i took everything we talked about

00:11:40.177 --> 00:11:42.498
primary care access was one in utah i

00:11:42.518 --> 00:11:45.018
took everything that we said i only talked

00:11:45.197 --> 00:11:46.638
once like in the room most of the

00:11:46.658 --> 00:11:47.697
time i was in the hallway interviewing

00:11:47.717 --> 00:11:49.399
people because that's what i do but i

00:11:49.438 --> 00:11:50.999
was in the room for that and everybody

00:11:51.038 --> 00:11:56.220
was like we won and in my brain

00:11:56.240 --> 00:11:58.559
i'm like you're on mile nine of the

00:11:58.620 --> 00:12:00.841
marathon do you know what you get have

00:12:00.860 --> 00:12:01.821
you ever run a marathon tony

00:12:02.761 --> 00:12:03.322
I have not.

00:12:03.863 --> 00:12:05.183
You've been to one or seen one.

00:12:05.203 --> 00:12:05.864
Yeah, yeah, yeah.

00:12:05.884 --> 00:12:07.125
You know what you get at Mile Nine?

00:12:07.725 --> 00:12:08.625
What?

00:12:08.645 --> 00:12:10.128
A cup of water and a granola bar.

00:12:10.268 --> 00:12:11.048
That's all you get.

00:12:11.107 --> 00:12:11.668
You're not done.

00:12:11.688 --> 00:12:12.369
You don't win anything.

00:12:12.589 --> 00:12:14.510
No T-shirt, no clappity-clap.

00:12:14.530 --> 00:12:15.250
You get a pat on the back.

00:12:15.652 --> 00:12:17.873
So, like, I stood up and I said,

00:12:18.833 --> 00:12:19.453
oh, here's the other thing.

00:12:19.875 --> 00:12:23.476
They put a card, like an index card,

00:12:24.518 --> 00:12:25.479
on every table.

00:12:26.803 --> 00:12:28.544
and it was the it was the definition

00:12:28.585 --> 00:12:30.004
of what prime because now it's going to

00:12:30.044 --> 00:12:31.926
become a and i might screw this up

00:12:32.225 --> 00:12:33.667
it's not a like an academy or a

00:12:33.726 --> 00:12:35.047
section it's going to become a something

00:12:35.366 --> 00:12:38.087
the primary care special interest group or

00:12:38.148 --> 00:12:40.349
whatever some group people can be able to

00:12:40.369 --> 00:12:41.549
belong to it and learn from each other

00:12:41.590 --> 00:12:43.570
which is great they put a definition

00:12:43.590 --> 00:12:44.870
because you have to define it now what

00:12:44.910 --> 00:12:46.932
is primary care physical therapy and they

00:12:46.991 --> 00:12:49.231
put an index card on the table of

00:12:49.332 --> 00:12:51.513
every on every table in the room before

00:12:51.533 --> 00:12:52.653
their talk great move

00:12:53.374 --> 00:12:55.296
so wait real quick are they calling it

00:12:55.375 --> 00:12:58.038
primary care physical therapy or are they

00:12:58.077 --> 00:13:00.539
calling it primary care or what are they

00:13:00.580 --> 00:13:02.900
calling it i would have to go back

00:13:02.941 --> 00:13:04.602
to the index card hang on i took

00:13:04.623 --> 00:13:06.183
a picture of it for a reason that

00:13:06.224 --> 00:13:08.905
tony is going to love in my opinion

00:13:09.025 --> 00:13:10.246
i took a picture of it oh there

00:13:10.267 --> 00:13:12.187
it is they're calling it defining primary

00:13:12.227 --> 00:13:14.190
care physical therapy apta's primary care

00:13:14.250 --> 00:13:15.630
special interest group definition

00:13:17.490 --> 00:13:18.851
And they talked about it.

00:13:18.971 --> 00:13:21.573
If it's primary care physical therapy,

00:13:21.634 --> 00:13:23.677
then people need to say primary care

00:13:23.716 --> 00:13:25.778
physical therapy and stop saying primary

00:13:25.818 --> 00:13:26.099
care.

00:13:27.100 --> 00:13:29.642
That is destroying any movement in that

00:13:29.682 --> 00:13:30.243
direction.

00:13:30.724 --> 00:13:30.903
Right.

00:13:31.764 --> 00:13:32.125
Again,

00:13:32.565 --> 00:13:33.966
and I think most of the colleagues that

00:13:33.986 --> 00:13:35.567
are there understand what Jimmy does.

00:13:36.068 --> 00:13:37.669
I am not there to poop on you.

00:13:38.583 --> 00:13:39.203
I'm really not.

00:13:39.344 --> 00:13:40.004
Most of the time.

00:13:40.384 --> 00:13:41.465
I'll take a shot at someone in the

00:13:41.485 --> 00:13:42.666
comment section every once in a while if

00:13:42.686 --> 00:13:43.485
I think they're a douchebag.

00:13:43.505 --> 00:13:44.407
But most of the time,

00:13:44.687 --> 00:13:46.888
my questions are to get myself and the

00:13:46.927 --> 00:13:48.428
other person to think deeper.

00:13:49.208 --> 00:13:50.448
So I came up and I said,

00:13:50.750 --> 00:13:51.669
this is awesome.

00:13:52.389 --> 00:13:54.171
I don't understand the nuances of policy

00:13:54.191 --> 00:13:56.331
like other people, like Dana Strauss.

00:13:56.432 --> 00:13:57.273
I hang out with her.

00:13:57.332 --> 00:13:58.212
And then I also said, Dana,

00:13:58.452 --> 00:13:59.774
tone it down for me.

00:14:00.134 --> 00:14:01.173
You got to talk to me.

00:14:01.475 --> 00:14:02.215
I understand you're here.

00:14:04.058 --> 00:14:04.899
So I walked to the front of the

00:14:04.919 --> 00:14:07.020
room and we're on the seventh floor of

00:14:07.181 --> 00:14:09.363
APTA's Avengers Tower.

00:14:09.543 --> 00:14:10.923
I mean, you can see the Capitol building.

00:14:11.823 --> 00:14:12.384
This is legit.

00:14:13.645 --> 00:14:17.849
And I said, this index card is awesome.

00:14:17.948 --> 00:14:19.690
You define primary care physical therapy.

00:14:20.009 --> 00:14:23.091
And I know that this is an internal

00:14:23.192 --> 00:14:23.732
definition.

00:14:23.753 --> 00:14:24.793
This is not what they're putting on a

00:14:24.833 --> 00:14:25.274
t-shirt.

00:14:25.433 --> 00:14:26.774
It wouldn't be able to be.

00:14:26.875 --> 00:14:28.096
And then I grabbed the mic.

00:14:29.710 --> 00:14:30.070
And I said,

00:14:30.149 --> 00:14:31.009
I want everybody in the room.

00:14:31.029 --> 00:14:31.850
Look at this view.

00:14:31.971 --> 00:14:32.551
Come on, everybody.

00:14:32.571 --> 00:14:33.431
Look at this view.

00:14:33.591 --> 00:14:34.672
It's just a wall of windows.

00:14:35.392 --> 00:14:35.631
And I'm like,

00:14:35.652 --> 00:14:36.471
I want you to look outside.

00:14:36.692 --> 00:14:37.273
Look outside.

00:14:37.533 --> 00:14:38.212
Everybody's still looking at me.

00:14:38.232 --> 00:14:39.974
I was like, stand up and look outside.

00:14:40.234 --> 00:14:40.734
I'm not kidding.

00:14:40.813 --> 00:14:41.474
I was just repeating it,

00:14:41.494 --> 00:14:42.614
repeating it until people were like

00:14:42.673 --> 00:14:43.174
uncomfortable.

00:14:43.495 --> 00:14:43.934
And then I said,

00:14:44.495 --> 00:14:45.936
once half the room stood up and looked

00:14:45.975 --> 00:14:46.615
outside, I said,

00:14:46.816 --> 00:14:48.176
none of those people understand what this

00:14:48.235 --> 00:14:48.375
is.

00:14:48.836 --> 00:14:49.397
None of them care.

00:14:49.897 --> 00:14:50.356
They don't care.

00:14:50.476 --> 00:14:51.216
They don't understand it.

00:14:51.397 --> 00:14:51.638
Why?

00:14:51.837 --> 00:14:54.418
Because you put an eighty three word

00:14:54.519 --> 00:14:55.078
definition.

00:14:55.918 --> 00:14:56.198
of a thing,

00:14:56.538 --> 00:14:59.759
eighty three words of a definition on a

00:14:59.820 --> 00:15:00.320
on a table.

00:15:00.679 --> 00:15:01.259
My friend,

00:15:01.539 --> 00:15:03.480
if anybody here was part of writing that.

00:15:04.500 --> 00:15:05.701
I give you a million dollars if you

00:15:05.721 --> 00:15:07.081
can come up here and recite recite all

00:15:07.120 --> 00:15:07.942
eighty three words in order.

00:15:07.981 --> 00:15:08.741
You can't do it.

00:15:09.022 --> 00:15:09.662
That's OK.

00:15:09.802 --> 00:15:10.822
I know that's not the but I'm being

00:15:10.841 --> 00:15:11.322
facetious.

00:15:11.361 --> 00:15:12.283
I'm trying to draw them in.

00:15:12.702 --> 00:15:14.202
And I said, this is awesome.

00:15:14.562 --> 00:15:16.003
We're at mile nine of the marathon.

00:15:16.102 --> 00:15:16.883
You get a cup of water and a

00:15:16.903 --> 00:15:17.364
girl a bar.

00:15:17.644 --> 00:15:18.923
You need to answer three questions.

00:15:20.066 --> 00:15:21.625
If a patient sees primary care physical

00:15:21.666 --> 00:15:25.866
therapy written on a sign tomorrow in Utah

00:15:26.126 --> 00:15:26.628
or anywhere,

00:15:27.187 --> 00:15:28.827
Utah was where the decision was made,

00:15:29.548 --> 00:15:30.668
how would they know that's where they

00:15:30.688 --> 00:15:32.328
should go instead of urgent care,

00:15:32.649 --> 00:15:35.690
an orthopedist, a PCP, emergency room?

00:15:35.830 --> 00:15:36.389
We're close.

00:15:36.690 --> 00:15:37.190
We're not there.

00:15:37.450 --> 00:15:38.289
Let's not celebrate yet.

00:15:38.350 --> 00:15:39.770
We're at mile nine.

00:15:39.791 --> 00:15:40.410
Question two,

00:15:40.591 --> 00:15:42.311
what's the one sentence we want the public

00:15:42.331 --> 00:15:43.731
to remember about primary care physical

00:15:43.751 --> 00:15:45.251
therapy five years from now?

00:15:46.154 --> 00:15:48.576
You have to put your words in their

00:15:48.616 --> 00:15:48.917
mouth.

00:15:49.538 --> 00:15:50.479
Well, first in their brain,

00:15:50.499 --> 00:15:51.399
then it'll come out of their mouth.

00:15:51.820 --> 00:15:52.640
You have to repeat that.

00:15:52.721 --> 00:15:53.721
And if you don't, you'll fail.

00:15:53.802 --> 00:15:54.982
And then the final question I asked,

00:15:55.482 --> 00:15:56.744
what do we think will cause this to

00:15:56.884 --> 00:15:57.284
fail?

00:15:58.566 --> 00:16:00.226
And then I paused for dramatic effect.

00:16:00.246 --> 00:16:02.528
And people were like, ooh, he's so edgy.

00:16:02.568 --> 00:16:03.049
I'm not edgy.

00:16:03.269 --> 00:16:05.131
This is not edgy.

00:16:05.152 --> 00:16:07.153
Not clinically, not policy-wise,

00:16:07.173 --> 00:16:07.874
but behaviorally.

00:16:08.414 --> 00:16:10.015
You're trying to change culture.

00:16:10.355 --> 00:16:11.517
No one said the word culture in the

00:16:11.537 --> 00:16:11.697
room.

00:16:12.505 --> 00:16:14.067
So I was like, that's a cool victory,

00:16:14.267 --> 00:16:15.366
but you're on mile nine.

00:16:15.746 --> 00:16:16.827
You cannot stop here.

00:16:17.148 --> 00:16:19.107
But you also have to change sports because

00:16:19.128 --> 00:16:21.129
you went from a policy win to now

00:16:21.149 --> 00:16:22.168
a culture marketing.

00:16:22.429 --> 00:16:24.230
Now it's a triathlon, not a marathon.

00:16:24.330 --> 00:16:25.691
Ooh, look, there's the analogy.

00:16:26.191 --> 00:16:27.530
You now switch from the bike.

00:16:27.650 --> 00:16:28.392
You got to run now.

00:16:28.412 --> 00:16:29.412
It's a different sport.

00:16:30.672 --> 00:16:31.653
And if you're not good at it,

00:16:31.893 --> 00:16:33.072
hire a runner.

00:16:33.793 --> 00:16:34.533
Get an Olympian.

00:16:34.573 --> 00:16:36.293
Get someone who's awesome at it to close

00:16:36.313 --> 00:16:36.894
this door for you.

00:16:37.075 --> 00:16:40.676
Because if it doesn't go well, it fails.

00:16:42.048 --> 00:16:46.291
So did you get or do you have

00:16:46.571 --> 00:16:49.091
a single sentence kind of definition of

00:16:49.152 --> 00:16:49.592
it?

00:16:49.732 --> 00:16:51.013
Yeah, I wrote a couple down because,

00:16:51.033 --> 00:16:51.614
of course, I mean,

00:16:51.634 --> 00:16:52.855
I did all this in AI while I'm

00:16:52.894 --> 00:16:55.576
standing next to the stage as I'm about

00:16:55.596 --> 00:16:56.256
to go on there.

00:16:56.677 --> 00:16:58.437
So I'll find those in a second because

00:16:58.498 --> 00:17:00.058
I said, hey, tactical.

00:17:00.099 --> 00:17:01.700
And then I read a bunch of the

00:17:01.820 --> 00:17:02.200
answers.

00:17:02.299 --> 00:17:02.559
I said,

00:17:02.821 --> 00:17:04.481
what if Apple were to roll this out?

00:17:04.541 --> 00:17:06.202
What if Amazon were to roll this out?

00:17:06.222 --> 00:17:08.284
What if Google were to roll this out?

00:17:08.943 --> 00:17:11.746
And that was my sort of pitch.

00:17:13.549 --> 00:17:14.550
So I'll look for that right now.

00:17:14.730 --> 00:17:15.612
Primary care one-liners.

00:17:15.653 --> 00:17:15.972
Here it is.

00:17:19.856 --> 00:17:20.198
I don't know.

00:17:20.278 --> 00:17:23.561
I don't love any of these.

00:17:23.622 --> 00:17:24.242
I don't hate them,

00:17:24.262 --> 00:17:24.843
but I don't love them.

00:17:24.942 --> 00:17:26.444
Front door care, which I was like,

00:17:26.664 --> 00:17:27.465
we can't use that.

00:17:29.828 --> 00:17:31.671
That's funny, but don't do that.

00:17:32.803 --> 00:17:34.644
First step care for pain and movement.

00:17:35.266 --> 00:17:35.645
Again,

00:17:35.806 --> 00:17:37.807
our profession is the problem is it's

00:17:37.867 --> 00:17:38.508
ambiguous.

00:17:38.628 --> 00:17:39.229
Do you know what I mean?

00:17:39.269 --> 00:17:41.211
Like, we're gonna run into the same.

00:17:41.230 --> 00:17:42.432
This is simple, not easy.

00:17:43.633 --> 00:17:45.434
Start with movement primary care.

00:17:46.395 --> 00:17:47.016
I didn't love it.

00:17:47.195 --> 00:17:48.917
Primary care physical therapy is a policy

00:17:48.958 --> 00:17:49.238
name.

00:17:49.397 --> 00:17:49.638
Not.

00:17:50.880 --> 00:17:51.140
Yeah.

00:17:53.702 --> 00:17:54.844
I'll find some more suggestions.

00:17:54.864 --> 00:17:55.104
I mean,

00:17:55.144 --> 00:17:57.705
there is the choose PT or that's me.

00:17:58.086 --> 00:18:00.367
PT first or choose PT first.

00:18:00.847 --> 00:18:03.470
That's like saying buy wrench first.

00:18:03.490 --> 00:18:04.351
Get PT first.

00:18:04.431 --> 00:18:05.550
Buy wrench first.

00:18:07.272 --> 00:18:08.574
Because PT is a profession,

00:18:08.653 --> 00:18:09.354
not an intervention.

00:18:11.075 --> 00:18:11.736
First for what?

00:18:11.895 --> 00:18:12.155
When?

00:18:12.596 --> 00:18:14.417
Like just do it is great.

00:18:14.678 --> 00:18:15.518
Because like what's it?

00:18:15.597 --> 00:18:17.299
Doesn't matter.

00:18:17.319 --> 00:18:18.099
We're higher up.

00:18:18.359 --> 00:18:22.743
We're lower in the stream.

00:18:22.923 --> 00:18:23.023
Yeah.

00:18:23.044 --> 00:18:23.304
Yeah.

00:18:25.174 --> 00:18:27.136
And what was the third thing I wrote

00:18:27.156 --> 00:18:27.356
about?

00:18:27.436 --> 00:18:28.077
Student debt.

00:18:28.898 --> 00:18:30.539
There was a bunch of things talked about.

00:18:30.779 --> 00:18:32.402
I'll think of the third big, hairy,

00:18:32.442 --> 00:18:33.222
scary problem.

00:18:33.262 --> 00:18:34.183
Was it hiring?

00:18:35.305 --> 00:18:36.746
Or was that still part of the student

00:18:36.766 --> 00:18:36.846
debt?

00:18:39.329 --> 00:18:40.490
I think the third one was just like

00:18:41.573 --> 00:18:44.476
the junk drawer, like hiring,

00:18:44.656 --> 00:18:46.679
business costs, costs are going up.

00:18:46.979 --> 00:18:47.700
And I'm like, guys,

00:18:48.320 --> 00:18:49.603
that's sort of what inspired me to make

00:18:49.623 --> 00:18:51.945
that video yesterday where I said,

00:18:52.266 --> 00:18:54.729
do you want to save five thousand dollars

00:18:54.769 --> 00:18:56.230
and not go to a marketing company?

00:18:56.371 --> 00:18:57.071
Weekend course,

00:18:57.112 --> 00:18:58.011
I'll save it for you right now.

00:18:58.553 --> 00:18:59.874
The fit VP principle.

00:18:59.913 --> 00:19:01.174
I've been saying this since I was a

00:19:01.214 --> 00:19:01.795
PT student.

00:19:02.296 --> 00:19:04.096
Frequency, intensity, time, type, volume,

00:19:04.116 --> 00:19:05.438
and progression are exercise principles.

00:19:05.518 --> 00:19:06.298
They're marketing principles.

00:19:07.259 --> 00:19:08.881
They're relationship principles.

00:19:10.001 --> 00:19:13.263
It's anywhere a human meets a human.

00:19:13.284 --> 00:19:14.545
It's like, well, what should we do?

00:19:14.585 --> 00:19:15.365
What's not working?

00:19:16.597 --> 00:19:18.858
Well, then just do it every six seconds.

00:19:19.058 --> 00:19:20.278
Too much frequency, right?

00:19:20.318 --> 00:19:21.960
It's not just do it more.

00:19:22.039 --> 00:19:23.861
It's like, what's the right frequency?

00:19:23.980 --> 00:19:24.340
I don't know.

00:19:24.500 --> 00:19:25.020
We test it.

00:19:25.520 --> 00:19:26.842
That's what a good marketer is.

00:19:27.882 --> 00:19:29.903
Good marketers is a scientist who's like a

00:19:30.022 --> 00:19:31.202
social scientist.

00:19:31.563 --> 00:19:33.023
That's why I love running a radio station.

00:19:34.223 --> 00:19:35.324
You know how many times on a Friday

00:19:35.364 --> 00:19:36.944
night with all the guys that help me

00:19:36.984 --> 00:19:38.664
run the radio station, we're like, oh,

00:19:39.204 --> 00:19:40.065
we get drunk and come up with a

00:19:40.085 --> 00:19:40.645
funny idea.

00:19:41.306 --> 00:19:41.685
And we'd be like,

00:19:41.726 --> 00:19:42.685
this is a slam dunk.

00:19:42.746 --> 00:19:43.346
We'd do it.

00:19:43.385 --> 00:19:44.105
And a week later, we're like,

00:19:44.145 --> 00:19:44.967
that did not go well.

00:19:45.646 --> 00:19:46.626
And then sometimes we're like,

00:19:46.646 --> 00:19:47.307
I have this idea.

00:19:47.406 --> 00:19:48.227
That's going to be all right.

00:19:48.287 --> 00:19:50.048
And that thing runs for six years.

00:19:50.748 --> 00:19:51.528
We're big, dumb animals.

00:19:51.567 --> 00:19:52.448
We have no idea.

00:19:52.887 --> 00:19:54.288
So I think it was hiring.

00:19:54.909 --> 00:19:57.469
I think it was policy and payment,

00:19:57.589 --> 00:19:58.769
all sort of a smorgasbord.

00:19:58.789 --> 00:20:00.170
You saw that in every talk.

00:20:00.210 --> 00:20:02.510
So while reimbursement wasn't said,

00:20:02.651 --> 00:20:03.810
it was everywhere.

00:20:07.343 --> 00:20:08.163
I had two questions.

00:20:08.182 --> 00:20:09.163
You answered one already.

00:20:09.203 --> 00:20:11.243
So it was at the APTA building.

00:20:11.544 --> 00:20:13.064
It wasn't at a convention center or

00:20:13.124 --> 00:20:13.763
something else.

00:20:13.784 --> 00:20:16.345
And then what was the... Go ahead.

00:20:16.365 --> 00:20:17.105
I was going to say,

00:20:17.224 --> 00:20:18.684
because APTA was smart enough,

00:20:18.825 --> 00:20:20.346
they made their top floor something

00:20:20.506 --> 00:20:21.685
anybody can rent out.

00:20:21.925 --> 00:20:23.346
So there's craft services.

00:20:23.546 --> 00:20:24.465
There's a great view.

00:20:24.786 --> 00:20:25.487
There's everything.

00:20:25.527 --> 00:20:26.707
So yeah, it was there.

00:20:26.727 --> 00:20:27.067
But again,

00:20:27.086 --> 00:20:28.707
it was private practice section renting

00:20:28.747 --> 00:20:30.826
that from APTA and then inviting a hundred

00:20:30.846 --> 00:20:32.367
and fifty people who wanted to talk and

00:20:32.407 --> 00:20:32.667
listen.

00:20:32.907 --> 00:20:33.587
So that was number one.

00:20:34.795 --> 00:20:35.855
And then I was going to say,

00:20:36.654 --> 00:20:39.056
what was the criteria for who got invited?

00:20:39.096 --> 00:20:41.336
Not just to speak, but to attend.

00:20:41.355 --> 00:20:42.675
I have no idea.

00:20:42.816 --> 00:20:43.896
Okay.

00:20:43.957 --> 00:20:44.636
I could ask.

00:20:45.856 --> 00:20:46.616
I literally wrote to the...

00:20:46.656 --> 00:20:47.876
Because I know the people who put this

00:20:48.017 --> 00:20:48.116
on.

00:20:48.136 --> 00:20:49.018
I'm like, why did you invite me?

00:20:49.038 --> 00:20:49.617
I'm like, well, Jimmy,

00:20:49.637 --> 00:20:50.258
you think differently.

00:20:50.278 --> 00:20:51.057
I'm like, okay.

00:20:51.458 --> 00:20:52.198
So I think it's that.

00:20:52.258 --> 00:20:54.358
I think they're looking for people who

00:20:54.398 --> 00:20:55.138
think differently.

00:20:55.818 --> 00:20:56.878
And that's why I said, well,

00:20:56.898 --> 00:20:58.078
can I record there?

00:20:58.138 --> 00:20:59.038
I've recorded there before.

00:20:59.058 --> 00:21:00.200
And they're like, well, we don't know.

00:21:00.339 --> 00:21:01.460
And I'm like, well, then I can't come.

00:21:01.740 --> 00:21:01.900
Like...

00:21:02.818 --> 00:21:04.179
am i doing there like i could come

00:21:04.219 --> 00:21:05.440
there and just write stuff down but i

00:21:05.480 --> 00:21:09.080
don't do that yeah so that's who's picked

00:21:09.221 --> 00:21:11.642
i do here's the thing they are not

00:21:11.662 --> 00:21:13.423
trying to be exclusive like they're not

00:21:13.462 --> 00:21:14.583
like we're just going to keep inviting the

00:21:14.603 --> 00:21:17.483
same people they don't the people that

00:21:17.683 --> 00:21:19.805
when people push back and they say look

00:21:19.845 --> 00:21:21.744
this sucks and they're being elitist i say

00:21:22.045 --> 00:21:24.046
point to the person you're talking about

00:21:24.365 --> 00:21:26.067
well no not that not one person all

00:21:26.106 --> 00:21:28.087
of them all of them is made up

00:21:28.107 --> 00:21:30.728
of a bunch of one of them's right

00:21:30.748 --> 00:21:31.628
like keaton ray

00:21:32.796 --> 00:21:33.957
Graduated the same year as me.

00:21:34.057 --> 00:21:35.497
She's running this with Sharon Dunn,

00:21:35.517 --> 00:21:36.657
who was APTA's president.

00:21:38.058 --> 00:21:39.578
They could go hang out with their friends

00:21:39.660 --> 00:21:40.059
anywhere.

00:21:40.140 --> 00:21:42.101
Why do they put their time, effort,

00:21:42.161 --> 00:21:43.761
and money into doing this?

00:21:44.021 --> 00:21:46.923
They honestly want things to change.

00:21:47.564 --> 00:21:48.663
What's the best solution?

00:21:48.804 --> 00:21:49.605
Who the hell knows?

00:21:50.025 --> 00:21:52.006
But get a bunch of motivated people from

00:21:52.046 --> 00:21:53.185
different backgrounds who would like to

00:21:53.246 --> 00:21:55.708
suggest good ideas in a room for two

00:21:55.728 --> 00:21:55.968
days.

00:21:57.913 --> 00:21:59.653
is a way right and that's what we

00:21:59.673 --> 00:22:00.835
do with that's what we do most of

00:22:00.875 --> 00:22:02.396
it that's what that's what this is like

00:22:02.457 --> 00:22:03.917
i'd even like to say like how could

00:22:03.938 --> 00:22:05.660
you do one of these twelve of these

00:22:05.680 --> 00:22:07.481
a year but online like

00:22:09.949 --> 00:22:12.569
So I saw one of your video posts

00:22:12.630 --> 00:22:14.790
recently and somebody laid out their

00:22:14.891 --> 00:22:17.230
action plan because they were complaining

00:22:17.270 --> 00:22:19.092
that there was no action plan.

00:22:19.711 --> 00:22:21.853
Were there any ideas that came out or

00:22:21.893 --> 00:22:23.173
anything that really stood out?

00:22:23.192 --> 00:22:23.894
I was like, oh man,

00:22:23.933 --> 00:22:25.413
we never thought about that or we never

00:22:25.453 --> 00:22:27.575
consider that or we haven't tried that.

00:22:28.055 --> 00:22:28.775
Most of it is like,

00:22:28.835 --> 00:22:30.076
here's what we're doing.

00:22:30.992 --> 00:22:32.192
Or here's what we did.

00:22:32.894 --> 00:22:35.334
And then here, would that scale?

00:22:35.775 --> 00:22:36.335
It's that.

00:22:36.375 --> 00:22:37.855
But there's no one in the room who

00:22:37.894 --> 00:22:38.835
makes that decision.

00:22:40.195 --> 00:22:41.855
But here's my thing.

00:22:42.557 --> 00:22:44.856
No one at APTA can make that decision.

00:22:44.936 --> 00:22:47.857
So I understand if you're disinterested in

00:22:47.877 --> 00:22:48.719
APTA and you're like,

00:22:48.759 --> 00:22:49.798
Jimmy's over there at APTA.

00:22:49.818 --> 00:22:50.439
Well, what's the plan?

00:22:50.659 --> 00:22:51.459
What's the plan then?

00:22:51.538 --> 00:22:52.160
What's the plan?

00:22:52.240 --> 00:22:52.779
What's the plan?

00:22:53.059 --> 00:22:53.319
I'm like,

00:22:53.359 --> 00:22:54.900
the plan is we're all in this together,

00:22:54.920 --> 00:22:56.381
whether you're in the boat or not.

00:22:57.854 --> 00:23:00.536
And it's not like we're just not doing

00:23:00.616 --> 00:23:02.618
stuff.

00:23:02.659 --> 00:23:03.378
So someone asked me,

00:23:03.398 --> 00:23:04.760
what would you suggest doing?

00:23:04.921 --> 00:23:05.961
Not join the APTA?

00:23:05.981 --> 00:23:07.743
I go, yeah, sure.

00:23:07.763 --> 00:23:08.483
Well, then what do you do?

00:23:08.544 --> 00:23:11.467
Join the UPTA or just sit back and

00:23:11.507 --> 00:23:11.867
take it?

00:23:11.948 --> 00:23:15.791
I was like, join the APTA or not.

00:23:17.679 --> 00:23:18.439
And if you join,

00:23:18.559 --> 00:23:19.920
you immediately start working on solving

00:23:19.940 --> 00:23:20.621
your own problems.

00:23:20.740 --> 00:23:21.340
And if you don't,

00:23:21.381 --> 00:23:22.882
you immediately start working on your own

00:23:22.902 --> 00:23:23.142
problems.

00:23:23.582 --> 00:23:25.722
It's not an easy button.

00:23:25.903 --> 00:23:26.183
It's not.

00:23:26.203 --> 00:23:28.005
It's a group of people who are trying

00:23:28.025 --> 00:23:28.505
to figure it out.

00:23:28.704 --> 00:23:29.945
Dude, we're outmanned and outgunned.

00:23:30.486 --> 00:23:31.426
You and I have said this.

00:23:31.807 --> 00:23:32.426
People have said,

00:23:32.707 --> 00:23:33.948
you have brought me over to the dark

00:23:33.968 --> 00:23:34.208
side.

00:23:35.148 --> 00:23:35.808
And by the dark side,

00:23:35.848 --> 00:23:37.349
I mean probably the smart side,

00:23:37.369 --> 00:23:39.151
which is reimbursement.

00:23:39.830 --> 00:23:42.972
Assume from today, January twenty sixth,

00:23:43.452 --> 00:23:44.854
until the day you die.

00:23:45.983 --> 00:23:46.684
will not go up.

00:23:46.986 --> 00:23:47.987
And if it does,

00:23:48.307 --> 00:23:49.369
I'm not saying don't advocate.

00:23:49.470 --> 00:23:50.330
I'm not saying don't try.

00:23:51.113 --> 00:23:53.336
Someone else do that because I would smack

00:23:53.375 --> 00:23:54.317
my head against the concrete.

00:23:54.518 --> 00:23:55.460
I don't know how these people do it

00:23:55.519 --> 00:23:56.761
in advocacy.

00:23:57.303 --> 00:23:57.943
I don't know how they do it.

00:23:58.064 --> 00:23:58.625
God bless them.

00:23:59.517 --> 00:24:02.219
To ask for the thing that's very clearly

00:24:02.259 --> 00:24:03.819
deserved with statistics and all that

00:24:03.839 --> 00:24:05.141
stuff, and then just be like, all right,

00:24:05.181 --> 00:24:05.340
well,

00:24:05.361 --> 00:24:06.260
we're only going to cut you one and

00:24:06.280 --> 00:24:06.541
a half.

00:24:06.561 --> 00:24:07.061
That's a win.

00:24:07.362 --> 00:24:09.383
I would jump off a freaking bridge.

00:24:09.824 --> 00:24:11.105
I wouldn't last ten minutes.

00:24:11.144 --> 00:24:11.984
So good for you.

00:24:12.204 --> 00:24:12.806
I can't do it.

00:24:12.885 --> 00:24:13.546
Glad you are.

00:24:13.905 --> 00:24:15.528
I am going to now operate under the

00:24:15.567 --> 00:24:17.169
assumption it's never going to get better.

00:24:17.548 --> 00:24:19.769
Not because I doubt the advocates or think

00:24:19.789 --> 00:24:20.371
it's not good.

00:24:20.730 --> 00:24:21.932
I'm going to act as if.

00:24:22.954 --> 00:24:26.198
And then act as if educational costs will

00:24:26.218 --> 00:24:28.278
continue to rise forever ad nauseum,

00:24:28.298 --> 00:24:29.820
no matter how red your face gets.

00:24:30.040 --> 00:24:34.384
Okay, now act like MacGyver.

00:24:34.423 --> 00:24:35.184
Given this,

00:24:36.046 --> 00:24:37.967
can you make a thing out of this?

00:24:38.248 --> 00:24:39.509
And this is all we got, people.

00:24:39.548 --> 00:24:41.369
There's no weapon we're not pulling out of

00:24:41.390 --> 00:24:41.911
our pocket.

00:24:42.510 --> 00:24:43.711
Like, get over yourself.

00:24:44.211 --> 00:24:45.492
So I do love when the people jump

00:24:45.513 --> 00:24:46.994
in my comments now and they're like,

00:24:47.035 --> 00:24:48.195
what would the big bad APT,

00:24:48.236 --> 00:24:50.376
what would the hundred and fifty elites

00:24:50.397 --> 00:24:50.817
decide?

00:24:52.096 --> 00:24:56.298
They decided that you troll posting in my

00:24:56.337 --> 00:24:57.778
comments ain't going to help anybody,

00:24:57.817 --> 00:25:00.278
but thanks for the boost in follower count

00:25:01.659 --> 00:25:02.659
and attention, I guess.

00:25:03.118 --> 00:25:04.839
But when I push back, when I say,

00:25:05.619 --> 00:25:06.380
that is a good point.

00:25:07.140 --> 00:25:08.500
We shouldn't have gone to the doctorate.

00:25:08.560 --> 00:25:10.141
That was a crappy idea, I think.

00:25:10.221 --> 00:25:10.901
I don't know.

00:25:10.921 --> 00:25:11.520
Doesn't matter.

00:25:11.560 --> 00:25:12.121
We're there.

00:25:13.642 --> 00:25:14.701
You've seen bells.

00:25:14.842 --> 00:25:15.801
You cannot unring them.

00:25:15.922 --> 00:25:16.221
Okay.

00:25:16.721 --> 00:25:17.903
Now what?

00:25:17.942 --> 00:25:18.423
Now what?

00:25:18.482 --> 00:25:18.962
What would you do?

00:25:20.232 --> 00:25:21.874
Nothing, nothing is an option.

00:25:22.413 --> 00:25:23.355
I just think it's a shitty one.

00:25:24.694 --> 00:25:26.996
So you drive in home, six hours,

00:25:27.057 --> 00:25:27.916
I think it was.

00:25:28.477 --> 00:25:30.278
What was going through your head during

00:25:30.337 --> 00:25:33.599
that time?

00:25:33.619 --> 00:25:34.559
Kind of what it always is.

00:25:34.619 --> 00:25:35.861
Kind of what it was before I started

00:25:35.881 --> 00:25:36.480
a podcast.

00:25:36.520 --> 00:25:37.001
I was like, dude,

00:25:37.041 --> 00:25:38.102
the answer's in the room.

00:25:39.282 --> 00:25:41.064
And luck favors, not the bold.

00:25:41.523 --> 00:25:42.064
There's no luck.

00:25:42.124 --> 00:25:43.464
It's a lazy term.

00:25:43.884 --> 00:25:45.026
It favors the people who are just going

00:25:45.046 --> 00:25:46.445
to try stuff and risk stuff.

00:25:47.047 --> 00:25:48.186
And that's not most people.

00:25:48.587 --> 00:25:49.028
And that's okay.

00:25:49.048 --> 00:25:49.167
Right.

00:25:50.704 --> 00:25:52.705
It really did solidify because I know

00:25:52.766 --> 00:25:53.766
people in academics.

00:25:54.606 --> 00:25:55.707
The people that I know,

00:25:56.846 --> 00:25:58.488
I don't know the people on the twelfth

00:25:58.508 --> 00:25:59.107
floor, though.

00:25:59.407 --> 00:26:00.828
I know the people on the sixth floor,

00:26:01.568 --> 00:26:05.510
like professors, program chairs, deans.

00:26:05.651 --> 00:26:06.171
I know them.

00:26:08.924 --> 00:26:10.205
Every time I meet someone who's a little

00:26:10.226 --> 00:26:12.106
bit of a higher level, I'm like, oh,

00:26:12.307 --> 00:26:13.626
you don't call the price shots either,

00:26:13.666 --> 00:26:13.847
huh?

00:26:14.087 --> 00:26:16.009
I'm like, where's that person?

00:26:16.028 --> 00:26:16.229
I'm like,

00:26:16.368 --> 00:26:18.150
not at APTA headquarters on a Saturday.

00:26:18.289 --> 00:26:19.170
Why would they come here?

00:26:20.070 --> 00:26:22.172
I think I used that quote from Upton

00:26:22.211 --> 00:26:24.673
Sinclair like six times, which is,

00:26:25.874 --> 00:26:27.374
you can't force a man to understand

00:26:27.413 --> 00:26:29.634
something that his salary depends on him

00:26:29.714 --> 00:26:30.596
not understanding it.

00:26:30.615 --> 00:26:30.875
It's like,

00:26:31.777 --> 00:26:32.936
if you're making decisions from a

00:26:33.096 --> 00:26:34.498
university-wide perspective,

00:26:36.521 --> 00:26:39.285
And you have eighty seats in your PT

00:26:39.305 --> 00:26:40.986
program and you have eighty one

00:26:41.006 --> 00:26:41.727
applications.

00:26:42.207 --> 00:26:43.868
Why would you lower the cost?

00:26:44.048 --> 00:26:45.150
Right.

00:26:45.170 --> 00:26:46.671
Well, because in ten years,

00:26:46.691 --> 00:26:47.571
the profession, they're like,

00:26:47.692 --> 00:26:49.232
I don't I'm a university.

00:26:49.374 --> 00:26:50.815
I'm not a physical therapy profession.

00:26:51.214 --> 00:26:54.097
So I see from physical therapists or

00:26:54.157 --> 00:26:55.378
people who want to apply going,

00:26:55.419 --> 00:26:56.460
this is I can't do this.

00:26:56.480 --> 00:26:57.101
And I go, you're right.

00:26:58.321 --> 00:27:00.063
Now, make a decision with your head,

00:27:00.143 --> 00:27:00.723
not your heart,

00:27:01.064 --> 00:27:02.444
or else later you'll have to make one

00:27:02.464 --> 00:27:02.885
with both.

00:27:03.722 --> 00:27:05.424
And maybe the answer for you is don't

00:27:05.464 --> 00:27:05.724
do it.

00:27:06.286 --> 00:27:07.567
Like I look downstream at things I don't

00:27:07.586 --> 00:27:08.827
look at, which is, hey,

00:27:08.867 --> 00:27:11.310
with this cap on loans, like the cap,

00:27:11.391 --> 00:27:13.112
the whole nonprofessional thing, whatever.

00:27:14.614 --> 00:27:14.953
They're like,

00:27:16.035 --> 00:27:16.955
it's just going to be a bunch of

00:27:16.996 --> 00:27:18.057
rich white people in PT.

00:27:18.116 --> 00:27:19.578
Right?

00:27:19.598 --> 00:27:21.901
Because like, who can't afford it?

00:27:22.060 --> 00:27:22.541
So now I'm like, oh,

00:27:22.561 --> 00:27:23.222
I didn't think about that.

00:27:24.174 --> 00:27:24.715
That sucks.

00:27:24.895 --> 00:27:25.536
So what does it look?

00:27:25.576 --> 00:27:27.038
So you're making decisions now that will

00:27:27.057 --> 00:27:30.060
affect people that are not you ten years

00:27:30.101 --> 00:27:30.480
from now.

00:27:30.500 --> 00:27:31.301
And you're like, well,

00:27:31.741 --> 00:27:32.963
if I'm a university president,

00:27:33.203 --> 00:27:35.125
I need to solve the university problem

00:27:35.185 --> 00:27:35.405
now.

00:27:35.705 --> 00:27:38.048
So the answer is a PT program is

00:27:38.189 --> 00:27:39.169
low cost to run.

00:27:40.691 --> 00:27:42.772
We have eighty one applications for eighty

00:27:42.833 --> 00:27:43.113
seats.

00:27:43.232 --> 00:27:44.134
What's the problem?

00:27:45.935 --> 00:27:47.376
From their position, no problem.

00:27:48.696 --> 00:27:49.156
No problem.

00:27:49.237 --> 00:27:51.219
Why would they go against their own

00:27:51.638 --> 00:27:51.979
nature?

00:27:52.700 --> 00:27:53.820
So when people's like,

00:27:53.861 --> 00:27:55.442
we'll get the APTA to tell the schools,

00:27:56.402 --> 00:27:56.843
not their boss.

00:27:57.519 --> 00:27:58.079
Doesn't work that way.

00:27:58.299 --> 00:27:59.381
So your answer,

00:27:59.480 --> 00:28:01.161
while emotionally makes sense,

00:28:01.701 --> 00:28:02.521
logically doesn't.

00:28:02.682 --> 00:28:04.542
APTA or CAPTI or any of these

00:28:04.583 --> 00:28:05.163
organizations,

00:28:05.462 --> 00:28:06.564
they can't tell a university,

00:28:06.624 --> 00:28:07.223
don't do that.

00:28:07.483 --> 00:28:07.903
You can't.

00:28:08.463 --> 00:28:10.065
You said to be accredited,

00:28:10.305 --> 00:28:11.345
you need to do these things.

00:28:11.444 --> 00:28:12.665
The school said, gotcha.

00:28:12.885 --> 00:28:13.526
We did those things.

00:28:13.786 --> 00:28:14.006
Great.

00:28:14.027 --> 00:28:14.906
What are you gonna charge for it?

00:28:15.186 --> 00:28:16.768
Whatever we want.

00:28:17.127 --> 00:28:17.788
And then they do.

00:28:17.928 --> 00:28:19.087
And then you're shocked by it.

00:28:19.429 --> 00:28:20.548
So understand the physics.

00:28:21.568 --> 00:28:22.509
Now that you know that,

00:28:23.577 --> 00:28:25.680
bitch about it to yourself or to your

00:28:25.700 --> 00:28:27.682
friends, then move on and then solve,

00:28:27.722 --> 00:28:28.502
decide how to solve it.

00:28:28.824 --> 00:28:29.964
The same thing with reimbursement.

00:28:30.506 --> 00:28:32.748
Why would they, why would they,

00:28:33.788 --> 00:28:34.549
unless people are like, well,

00:28:34.569 --> 00:28:35.290
then we should strike.

00:28:35.351 --> 00:28:36.291
And I go, great idea.

00:28:36.311 --> 00:28:37.053
How are you going to do that?

00:28:37.933 --> 00:28:38.574
That's why people,

00:28:38.713 --> 00:28:39.955
that's why I annoy people.

00:28:41.577 --> 00:28:42.739
Because I don't just agree with them.

00:28:42.798 --> 00:28:43.398
I go, awesome.

00:28:43.519 --> 00:28:43.779
How?

00:28:44.720 --> 00:28:45.861
I will be the first person with a

00:28:45.961 --> 00:28:46.862
sign or something.

00:28:47.261 --> 00:28:47.522
But like,

00:28:47.782 --> 00:28:49.243
show me how we get enough people to

00:28:49.263 --> 00:28:49.884
make a difference.

00:28:50.444 --> 00:28:52.386
And their answer usually is like, well,

00:28:52.406 --> 00:28:53.647
that's for someone else to decide.

00:28:53.728 --> 00:28:55.868
I go, oh, okay, cool.

00:28:55.888 --> 00:28:57.150
Got it.

00:28:57.170 --> 00:28:58.832
So is there any AI discussion?

00:29:00.173 --> 00:29:01.555
No, which shocked me.

00:29:02.055 --> 00:29:03.174
But then they said, oh,

00:29:03.535 --> 00:29:05.536
it was the entire thing last year.

00:29:05.576 --> 00:29:06.236
And I was like, got it.

00:29:06.256 --> 00:29:07.156
So you got to cool that off.

00:29:07.176 --> 00:29:09.777
Because some people do come back year to

00:29:09.797 --> 00:29:10.018
year.

00:29:10.077 --> 00:29:11.478
And some people, which is good,

00:29:11.518 --> 00:29:13.578
it's usually their first time and stuff

00:29:13.598 --> 00:29:13.858
like that.

00:29:13.878 --> 00:29:15.598
But they're like, everything's AI.

00:29:15.700 --> 00:29:16.839
Everything was AI last year.

00:29:16.940 --> 00:29:17.440
And I was like,

00:29:18.540 --> 00:29:19.760
sort of still a big deal,

00:29:19.800 --> 00:29:20.421
but keep going.

00:29:20.740 --> 00:29:22.862
But Stephen Cohen was there.

00:29:23.182 --> 00:29:24.262
Prompt was there.

00:29:26.303 --> 00:29:26.803
To me,

00:29:26.843 --> 00:29:28.163
those are the people in the room going,

00:29:29.828 --> 00:29:30.789
Don't talk about AI.

00:29:31.049 --> 00:29:32.089
I have this part of AI.

00:29:32.250 --> 00:29:34.791
I have the AI using it as a

00:29:34.832 --> 00:29:35.791
solution for your actual...

00:29:35.912 --> 00:29:38.753
AI is not a problem.

00:29:38.913 --> 00:29:40.134
AI is the thing that gets you to

00:29:40.173 --> 00:29:40.494
the thing.

00:29:40.674 --> 00:29:43.096
So when Stephen Cohen is like, RTM,

00:29:43.296 --> 00:29:44.676
add eight grand a month.

00:29:45.477 --> 00:29:45.836
Plug in.

00:29:45.876 --> 00:29:46.577
This is how it works.

00:29:46.857 --> 00:29:48.238
He's like, that's a money problem.

00:29:48.259 --> 00:29:49.419
That's a problem that is being talked

00:29:49.439 --> 00:29:50.078
about in that room.

00:29:50.619 --> 00:29:52.540
So AI wasn't talked about, but was.

00:29:53.040 --> 00:29:54.101
It was.

00:29:54.161 --> 00:29:56.201
Very nice.

00:29:56.663 --> 00:29:57.542
Sounds like it was a good event.

00:29:57.682 --> 00:29:58.743
It sounds like...

00:30:00.309 --> 00:30:02.250
You know, you took something away from it.

00:30:02.971 --> 00:30:03.231
I did.

00:30:03.311 --> 00:30:05.432
Well, and then what I did differently was,

00:30:06.012 --> 00:30:06.433
because again,

00:30:06.453 --> 00:30:07.934
you got to ask yourself hard questions.

00:30:07.994 --> 00:30:09.315
In the past, ten years ago,

00:30:09.674 --> 00:30:11.455
I was there with a little handheld

00:30:11.496 --> 00:30:13.417
recorder as a new grad,

00:30:13.438 --> 00:30:14.698
just doing a bunch of whatever.

00:30:15.199 --> 00:30:15.878
And now,

00:30:16.558 --> 00:30:18.119
fast forward to twenty twenty six,

00:30:18.279 --> 00:30:19.040
you know, a couple of years ago,

00:30:19.060 --> 00:30:20.361
I would have sat down with a camera

00:30:20.580 --> 00:30:22.542
and a microphone and I would have

00:30:22.563 --> 00:30:23.083
recorded.

00:30:23.383 --> 00:30:24.844
And then, you know, two weeks from now,

00:30:24.864 --> 00:30:26.464
because it takes a while to like edit

00:30:26.484 --> 00:30:27.025
and whatever.

00:30:28.046 --> 00:30:28.685
Now I'm just like,

00:30:30.612 --> 00:30:31.732
why not just go live?

00:30:32.273 --> 00:30:33.174
Yeah.

00:30:33.194 --> 00:30:33.955
So I did that.

00:30:34.676 --> 00:30:36.318
So I sat down with a little bit.

00:30:37.299 --> 00:30:41.324
People were way less nervous or

00:30:41.463 --> 00:30:42.325
apprehensive.

00:30:42.826 --> 00:30:43.205
They were just like,

00:30:43.246 --> 00:30:43.826
what are you going to ask me?

00:30:43.846 --> 00:30:45.148
I was like, here are the three questions.

00:30:46.363 --> 00:30:47.824
What's something you're excited to hear

00:30:47.983 --> 00:30:48.644
solutions for?

00:30:49.125 --> 00:30:50.185
What's something you didn't see on the

00:30:50.226 --> 00:30:52.146
docket that you want to see solutions for?

00:30:52.406 --> 00:30:53.367
And what's something that needs to be on

00:30:53.387 --> 00:30:54.248
the docket next year?

00:30:54.548 --> 00:30:55.689
Those were the first three questions I

00:30:55.808 --> 00:30:55.949
asked.

00:30:55.969 --> 00:30:56.490
But then, of course,

00:30:56.509 --> 00:30:57.470
in any good conversation,

00:30:57.750 --> 00:30:58.770
it sort of branched off.

00:30:58.891 --> 00:31:00.892
And then I let it go because I

00:31:00.932 --> 00:31:03.334
had Philip Goldsmith from Home Health and

00:31:03.354 --> 00:31:04.654
this person from private practice.

00:31:05.234 --> 00:31:06.776
The same question to thirty different

00:31:06.816 --> 00:31:08.317
people from different backgrounds,

00:31:08.576 --> 00:31:09.397
wildly different answers.

00:31:09.938 --> 00:31:10.898
I was looking at it from a tech

00:31:10.919 --> 00:31:11.638
perspective, like,

00:31:12.279 --> 00:31:13.641
was their interaction live?

00:31:14.497 --> 00:31:16.538
know did youtube reward me or the

00:31:16.679 --> 00:31:18.601
platforms reward me for going live ten

00:31:18.661 --> 00:31:20.602
times in one day i'll be able to

00:31:20.642 --> 00:31:22.483
figure that data out prop you know today

00:31:22.503 --> 00:31:24.546
or the next couple weeks to figure that

00:31:24.665 --> 00:31:27.647
out but for me way easier right because

00:31:27.807 --> 00:31:30.570
well that's done i'll run the transcript

00:31:30.590 --> 00:31:32.873
through ai to get i did of course

00:31:32.893 --> 00:31:35.035
like go improve the thumbnail improve the

00:31:35.055 --> 00:31:36.736
description of the title afterwards

00:31:37.036 --> 00:31:38.156
because i know we're going to talk about

00:31:38.538 --> 00:31:39.818
so and then and then i'm flipping them

00:31:39.838 --> 00:31:41.019
to all podcast episodes

00:31:42.113 --> 00:31:44.335
But then on my grand scheme of things,

00:31:44.414 --> 00:31:45.515
my big, hairy,

00:31:45.555 --> 00:31:47.557
audacious goal in twenty twenty six that I

00:31:47.596 --> 00:31:49.577
told nobody about until I was doing it

00:31:49.858 --> 00:31:51.420
was I want three hundred and sixty five

00:31:51.440 --> 00:31:53.701
episodes minimum in three hundred sixty

00:31:53.740 --> 00:31:55.122
five days in twenty twenty six.

00:31:55.742 --> 00:31:56.542
And I think I'm.

00:31:58.444 --> 00:32:00.066
Like six or seven episodes ahead,

00:32:00.566 --> 00:32:02.146
so on January twenty sixth,

00:32:02.307 --> 00:32:03.709
I'm scheduled through, I don't know,

00:32:03.749 --> 00:32:04.608
February tenth.

00:32:06.230 --> 00:32:07.490
And it's more and of course,

00:32:07.550 --> 00:32:08.592
now I'm doing more than one a day

00:32:08.632 --> 00:32:09.833
because I don't want these things to sit

00:32:09.853 --> 00:32:11.094
there because they do have

00:32:12.403 --> 00:32:13.443
a shelf life, right?

00:32:13.483 --> 00:32:15.003
If I drop something from Graham Sessions

00:32:15.884 --> 00:32:16.944
six weeks from now, it's like, dude,

00:32:16.984 --> 00:32:19.026
why don't you just do it faster?

00:32:19.487 --> 00:32:20.886
I also don't want to drop ten episodes

00:32:20.906 --> 00:32:21.367
in a day,

00:32:21.448 --> 00:32:22.448
so I'm just doing them one a day.

00:32:22.867 --> 00:32:23.068
Well,

00:32:23.209 --> 00:32:25.150
why do you want to drop ten episodes

00:32:25.190 --> 00:32:25.589
in a day?

00:32:26.031 --> 00:32:26.833
That's a great question.

00:32:26.932 --> 00:32:29.296
I don't know because the pundits don't do

00:32:29.375 --> 00:32:30.436
it, but maybe they're wrong.

00:32:30.477 --> 00:32:32.940
And that's a good maybe maybe I can

00:32:33.040 --> 00:32:34.863
I can go back and just make them

00:32:34.923 --> 00:32:35.723
all released today.

00:32:36.304 --> 00:32:37.105
That's what I would do.

00:32:37.205 --> 00:32:37.987
I've been doing it.

00:32:38.067 --> 00:32:39.428
I've been doing it for a year.

00:32:40.088 --> 00:32:43.053
I know what people have said and then

00:32:43.173 --> 00:32:45.154
I've seen what happens.

00:32:46.256 --> 00:32:47.596
Um, generally, I mean,

00:32:47.656 --> 00:32:49.557
even if I'm going to drop five clips

00:32:49.596 --> 00:32:50.176
in a day,

00:32:50.297 --> 00:32:51.897
I just drop them all in one shot.

00:32:52.038 --> 00:32:54.398
I've also scheduled them every two hours.

00:32:54.838 --> 00:32:57.660
I see zero difference in the performance

00:32:57.700 --> 00:32:58.640
and the analytics.

00:32:59.500 --> 00:33:02.480
Um, and this became popular on TikTok.

00:33:02.520 --> 00:33:04.201
TikTok people started saying, look,

00:33:04.241 --> 00:33:06.021
just throw up thirty videos.

00:33:06.162 --> 00:33:07.782
Let the algorithm figure it out.

00:33:07.942 --> 00:33:10.003
It will serve up what needs to be

00:33:10.064 --> 00:33:10.844
served up when.

00:33:12.192 --> 00:33:14.253
For something like this that's relatively

00:33:14.374 --> 00:33:15.354
time sensitive,

00:33:15.394 --> 00:33:17.134
that it was an actual event,

00:33:17.894 --> 00:33:18.795
I would just hit them all.

00:33:19.095 --> 00:33:20.555
I would just throw them all out there,

00:33:20.654 --> 00:33:21.516
make them all public.

00:33:22.036 --> 00:33:23.576
Screw it.

00:33:23.655 --> 00:33:23.875
All right.

00:33:24.497 --> 00:33:25.777
The first one was scheduled to come out

00:33:25.797 --> 00:33:26.457
at one o'clock.

00:33:27.577 --> 00:33:28.837
I'll just change them to all one o'clock

00:33:28.877 --> 00:33:29.077
today.

00:33:30.125 --> 00:33:31.666
And go back to human behavior.

00:33:31.707 --> 00:33:33.528
So we've been watching the pit.

00:33:34.248 --> 00:33:37.390
We watched all like we binge watched all

00:33:37.450 --> 00:33:38.310
of season one.

00:33:38.330 --> 00:33:39.551
They were all available.

00:33:40.271 --> 00:33:42.073
Now we're on season two.

00:33:42.553 --> 00:33:43.933
We're caught up and now we have to

00:33:43.973 --> 00:33:44.253
wait.

00:33:44.755 --> 00:33:46.435
Like it doesn't mean we're not going to

00:33:46.476 --> 00:33:48.537
watch them when they were all available.

00:33:48.557 --> 00:33:49.877
We watched all the season,

00:33:50.178 --> 00:33:51.077
all the episodes.

00:33:51.659 --> 00:33:53.179
Now they're spreading them out a week

00:33:53.219 --> 00:33:53.660
apart.

00:33:53.799 --> 00:33:54.619
It's frustrating.

00:33:54.700 --> 00:33:55.760
We'll still watch them,

00:33:55.800 --> 00:33:57.902
but it didn't change our behavior when

00:33:57.922 --> 00:33:59.163
they all dropped at once.

00:34:01.016 --> 00:34:02.176
ah screw it i'm gonna do it all

00:34:02.257 --> 00:34:03.376
one o'clock then i'll do all of them

00:34:03.757 --> 00:34:05.938
i did ten and i'm still gonna be

00:34:05.998 --> 00:34:09.840
because i couldn't do um i didn't want

00:34:09.860 --> 00:34:10.920
to bring my stuff and set it up

00:34:10.960 --> 00:34:12.420
for the second day was a half day

00:34:13.141 --> 00:34:15.603
yeah and the funny part is a lot

00:34:15.643 --> 00:34:16.663
of a lot of people there had no

00:34:16.702 --> 00:34:18.224
idea who i was they're like i don't

00:34:18.284 --> 00:34:19.844
what do you want because there i am

00:34:20.724 --> 00:34:22.925
sitting at a table with a giant camera

00:34:22.985 --> 00:34:24.606
and and lights and a big mic and

00:34:24.626 --> 00:34:26.467
a headset microphone and people sort of do

00:34:26.487 --> 00:34:26.867
this like

00:34:30.498 --> 00:34:32.219
what is that right people who know me

00:34:32.239 --> 00:34:33.920
are like ah there's jimmy again being

00:34:33.980 --> 00:34:35.681
weird with a microphone and i'm like hey

00:34:35.701 --> 00:34:38.041
you got ten minutes if i didn't know

00:34:38.101 --> 00:34:39.382
people i'm like you got ten minutes and

00:34:39.402 --> 00:34:41.983
they're like no what are you doing and

00:34:42.023 --> 00:34:43.503
i'm like so no and then what are

00:34:43.523 --> 00:34:45.844
you doing right i want to say no

00:34:45.903 --> 00:34:47.664
and then i'm like just trying to get

00:34:47.704 --> 00:34:48.965
some of the ideas to leave the room

00:34:50.146 --> 00:34:51.806
they were like that's kind of cool like

00:34:52.047 --> 00:34:54.028
you have ideas well i don't want to

00:34:54.668 --> 00:34:56.010
what are we here for then like so

00:34:56.050 --> 00:34:57.610
i was sort of like poking people then

00:34:57.630 --> 00:34:59.873
i said how about this give me follow

00:34:59.893 --> 00:35:02.634
me on linkedin see what other people have

00:35:02.673 --> 00:35:04.735
done what i'm doing is i'm lowering the

00:35:04.795 --> 00:35:06.317
anxiety like they're like are you gonna

00:35:06.336 --> 00:35:07.617
like fire quite because they don't know me

00:35:07.898 --> 00:35:09.518
in their defense i'm gonna shove a

00:35:09.539 --> 00:35:10.880
microphone and start yelling maybe

00:35:11.963 --> 00:35:12.762
I was like,

00:35:12.782 --> 00:35:14.123
watch what other people have done.

00:35:15.224 --> 00:35:16.324
Watch the roller coaster.

00:35:16.445 --> 00:35:17.585
Everybody who goes on gets off.

00:35:17.626 --> 00:35:17.965
It's safe.

00:35:18.005 --> 00:35:18.405
No one dies.

00:35:19.047 --> 00:35:20.306
And then in a week, if you're like,

00:35:20.447 --> 00:35:21.208
I would have done that,

00:35:23.548 --> 00:35:24.989
email me and we'll do a ten-minute with

00:35:25.030 --> 00:35:26.791
this.

00:35:27.050 --> 00:35:27.650
Colleen says,

00:35:27.731 --> 00:35:28.791
some of us work from home and binge

00:35:28.811 --> 00:35:29.612
listen to your podcast.

00:35:29.731 --> 00:35:31.512
Yeah, she's right.

00:35:32.333 --> 00:35:33.233
Yeah.

00:35:33.293 --> 00:35:34.014
And I know that.

00:35:36.436 --> 00:35:37.896
It's making me change my thinking,

00:35:37.936 --> 00:35:38.496
which I like.

00:35:39.010 --> 00:35:39.170
Yeah.

00:35:39.490 --> 00:35:40.692
Everything I said, spread it out.

00:35:40.711 --> 00:35:42.333
You have to have something once a week

00:35:42.353 --> 00:35:42.773
or whatever.

00:35:42.813 --> 00:35:43.614
So I think as long as you can

00:35:43.634 --> 00:35:44.855
have something once a week, good.

00:35:45.235 --> 00:35:46.036
And if you've got a lot,

00:35:46.115 --> 00:35:47.217
why are you Bogarting it?

00:35:48.438 --> 00:35:49.778
Like I was like, you know,

00:35:49.838 --> 00:35:50.239
in a week,

00:35:50.360 --> 00:35:51.840
Graham sessions is going to be gone in

00:35:51.860 --> 00:35:52.481
people's brain.

00:35:53.081 --> 00:35:53.302
Right.

00:35:53.442 --> 00:35:54.041
It was the thing.

00:35:54.081 --> 00:35:54.623
What's the new thing?

00:35:54.722 --> 00:35:55.382
I don't know this.

00:35:55.744 --> 00:35:56.684
So yeah, you're right.

00:35:57.344 --> 00:35:57.704
So I'm going to,

00:35:57.724 --> 00:35:58.545
I'm going to release them all at one

00:35:58.565 --> 00:35:59.045
o'clock today.

00:36:00.106 --> 00:36:00.487
Beautiful.

00:36:00.766 --> 00:36:01.228
They're ready.

00:36:01.487 --> 00:36:02.108
Like, why wouldn't I?

00:36:02.748 --> 00:36:04.389
Yeah.

00:36:05.170 --> 00:36:05.570
All right.

00:36:05.590 --> 00:36:06.492
Uh, what else can we talk about?

00:36:06.532 --> 00:36:06.851
Colleen?

00:36:06.911 --> 00:36:07.813
I'm curious.

00:36:08.746 --> 00:36:09.746
What are you working with home?

00:36:10.025 --> 00:36:10.827
What are you doing from home?

00:36:10.887 --> 00:36:12.367
You got like sixty eight letters after

00:36:12.407 --> 00:36:12.507
him.

00:36:12.547 --> 00:36:13.027
I love that.

00:36:13.067 --> 00:36:14.088
Colleen P.T.

00:36:14.128 --> 00:36:14.668
D.P.T.

00:36:15.507 --> 00:36:18.369
W.C.S.C.L.T.

00:36:18.668 --> 00:36:20.170
Women's sports.

00:36:20.869 --> 00:36:21.690
I want to know what that is.

00:36:22.371 --> 00:36:23.411
I love some of these weird.

00:36:24.190 --> 00:36:26.952
I know a lot is the lymphedema.

00:36:27.771 --> 00:36:28.893
Oh, lymphedema.

00:36:29.773 --> 00:36:32.233
She said either or University of

00:36:32.753 --> 00:36:33.173
Minnesota.

00:36:33.233 --> 00:36:34.094
I don't know what you mean.

00:36:34.135 --> 00:36:35.054
Either you froze or I froze.

00:36:36.054 --> 00:36:37.175
Yeah, you're frozen on my screen.

00:36:37.195 --> 00:36:37.576
I froze.

00:36:37.596 --> 00:36:37.835
There we go.

00:36:37.856 --> 00:36:38.235
Now we're back.

00:36:40.884 --> 00:36:41.244
What else?

00:36:41.443 --> 00:36:42.125
Pelvic and lymph.

00:36:42.184 --> 00:36:42.804
Yep, that makes sense.

00:36:43.626 --> 00:36:44.146
Working from home.

00:36:44.586 --> 00:36:45.047
Where from?

00:36:45.106 --> 00:36:46.427
I'm just curious, Colleen.

00:36:46.668 --> 00:36:47.989
We can also talk later so we don't

00:36:48.010 --> 00:36:49.130
have to have a weird one-person

00:36:49.170 --> 00:36:49.650
conversation.

00:36:51.672 --> 00:36:52.492
Oh, utilization management.

00:36:52.512 --> 00:36:53.434
Utilization management.

00:36:53.813 --> 00:36:54.094
Yeah.

00:36:54.114 --> 00:36:54.514
All right.

00:36:55.235 --> 00:36:56.476
Well, so I grew up...

00:36:58.063 --> 00:36:59.585
somewhat related to what we were just

00:36:59.605 --> 00:37:02.027
talking about i grabbed this screenshot

00:37:02.067 --> 00:37:05.108
before we came on this is um from

00:37:05.548 --> 00:37:08.931
meta business suites this is my business

00:37:08.971 --> 00:37:12.413
facebook page i forgot about this report

00:37:12.472 --> 00:37:15.315
until just this morning so this compares

00:37:15.976 --> 00:37:18.476
it says results based on businesses with

00:37:18.556 --> 00:37:21.139
similar organic twenty eight day reach in

00:37:21.199 --> 00:37:24.420
your category now my category is medical

00:37:24.481 --> 00:37:26.643
and health i think um

00:37:27.663 --> 00:37:30.987
But I put out a lot of content.

00:37:31.108 --> 00:37:32.871
I mean, more than one a day.

00:37:32.931 --> 00:37:34.432
I probably put out three to four a

00:37:34.452 --> 00:37:35.293
day on average.

00:37:35.353 --> 00:37:39.280
I think I do fifty on average posts

00:37:39.380 --> 00:37:41.262
a month or twenty eight days.

00:37:41.782 --> 00:37:43.085
So that's almost two a day.

00:37:43.978 --> 00:37:44.259
Yeah.

00:37:44.778 --> 00:37:46.420
But some days it's going to be four

00:37:46.440 --> 00:37:46.900
or five.

00:37:46.940 --> 00:37:50.601
Like I did ten on Saturday and then

00:37:50.661 --> 00:37:52.023
I did three on Sunday.

00:37:53.643 --> 00:37:56.644
But I'm still lower than a lot of

00:37:56.724 --> 00:37:57.065
people.

00:37:57.125 --> 00:37:58.485
So can I see if I'm reading this

00:37:58.525 --> 00:37:58.666
right?

00:37:58.686 --> 00:38:00.487
So it's saying you in twenty eight days,

00:38:00.527 --> 00:38:02.027
you published one hundred and seventeen

00:38:02.186 --> 00:38:03.628
pieces of content, whatever that is,

00:38:03.648 --> 00:38:04.509
video picture.

00:38:04.528 --> 00:38:04.809
Yeah.

00:38:05.568 --> 00:38:06.831
And then it's saying it's compared.

00:38:06.931 --> 00:38:08.574
So the good thing is it's comparing you

00:38:09.275 --> 00:38:12.659
to other businesses with the same reach.

00:38:12.840 --> 00:38:14.141
Maybe not, maybe not followers,

00:38:14.161 --> 00:38:15.083
but same reach.

00:38:15.563 --> 00:38:15.925
Yeah.

00:38:15.945 --> 00:38:17.867
And in terms of followers.

00:38:18.007 --> 00:38:19.570
So that's the bottom left one is a

00:38:19.610 --> 00:38:20.351
good number for you.

00:38:21.257 --> 00:38:23.501
You have lower followers than other people

00:38:23.521 --> 00:38:24.342
who have the same reach,

00:38:24.362 --> 00:38:25.885
which means you're doing more with less.

00:38:27.007 --> 00:38:29.271
You're doing less interactions than

00:38:29.411 --> 00:38:29.751
others.

00:38:29.791 --> 00:38:31.195
But again, that could be looked at like,

00:38:31.235 --> 00:38:32.295
well, you have less followers.

00:38:32.797 --> 00:38:34.199
I think you're punching above your weight

00:38:34.440 --> 00:38:35.481
in terms of reach.

00:38:38.028 --> 00:38:40.528
Uh, how often your business?

00:38:40.849 --> 00:38:41.730
Yes, it is.

00:38:42.409 --> 00:38:44.329
I'm sharing this more to say, look,

00:38:44.469 --> 00:38:45.250
your business.

00:38:45.269 --> 00:38:47.170
So I'm between the twenty fifth and the

00:38:47.210 --> 00:38:48.150
fiftieth percent.

00:38:48.190 --> 00:38:49.271
Oh, that's what that chart is.

00:38:49.351 --> 00:38:49.851
Got it.

00:38:49.871 --> 00:38:52.012
So it's showing you one seventeen.

00:38:52.112 --> 00:38:53.132
You are.

00:38:53.891 --> 00:38:55.871
I published one hundred and seventeen

00:38:56.052 --> 00:38:57.512
posts in twenty eight days.

00:38:58.152 --> 00:39:00.452
I'm not even at the fiftieth percentile

00:39:00.532 --> 00:39:03.054
for the number of posts for other

00:39:03.114 --> 00:39:05.333
businesses with comparable reach.

00:39:06.021 --> 00:39:06.280
Dude,

00:39:06.440 --> 00:39:11.302
this just reinforces that idea that you

00:39:11.342 --> 00:39:13.222
did that we've talked about.

00:39:13.983 --> 00:39:15.643
So I was listening to a Hormozy video

00:39:16.903 --> 00:39:17.963
and he's flip-flopped.

00:39:19.463 --> 00:39:20.023
By flip-flopped,

00:39:20.043 --> 00:39:21.465
I mean he's tried stuff and been like,

00:39:21.585 --> 00:39:25.306
no, let's do this.

00:39:25.666 --> 00:39:26.746
I don't love Alex Hormozy,

00:39:26.786 --> 00:39:28.146
but he's right a lot of times.

00:39:28.545 --> 00:39:32.646
You can't listen to him a lot.

00:39:32.967 --> 00:39:34.987
He said something along the lines of,

00:39:36.032 --> 00:39:38.213
I used to do X number of days

00:39:38.253 --> 00:39:39.835
of content recording a month.

00:39:40.996 --> 00:39:41.715
And then he said,

00:39:42.577 --> 00:39:44.157
number of days of planning and recording.

00:39:44.538 --> 00:39:45.557
And then he flip-flopped them.

00:39:45.637 --> 00:39:47.018
He was like, we prepare, prepare.

00:39:47.378 --> 00:39:48.500
So what they're doing is they're making

00:39:48.800 --> 00:39:53.202
not more stuff, a lot of better stuff.

00:39:53.242 --> 00:39:55.903
He's like, that's the better part.

00:39:57.349 --> 00:39:59.210
So I would say he can do that

00:39:59.291 --> 00:40:01.652
now because he made a lot of stuff

00:40:01.692 --> 00:40:02.072
before.

00:40:02.532 --> 00:40:02.911
Correct.

00:40:03.032 --> 00:40:04.652
So I think if you're here,

00:40:04.713 --> 00:40:06.253
if the bell curve is the hockey stick

00:40:06.293 --> 00:40:08.514
is here, make stuff.

00:40:09.414 --> 00:40:11.255
This is coming from me who used to

00:40:11.295 --> 00:40:12.014
run a radio station.

00:40:12.054 --> 00:40:13.034
Do you know how much stuff we used

00:40:13.054 --> 00:40:13.315
to make?

00:40:13.956 --> 00:40:14.516
Yeah.

00:40:14.536 --> 00:40:15.456
All we made was stuff.

00:40:15.476 --> 00:40:16.976
One hundred and sixty eight hours worth of

00:40:17.036 --> 00:40:17.336
stuff.

00:40:20.246 --> 00:40:25.228
Is this a quick strategy tip for those?

00:40:25.387 --> 00:40:26.789
I know a lot of people watching this

00:40:26.809 --> 00:40:27.128
are like,

00:40:27.849 --> 00:40:30.009
I can't even stay consistent with one a

00:40:30.048 --> 00:40:30.309
week.

00:40:30.369 --> 00:40:31.650
How am I supposed to do for a

00:40:31.710 --> 00:40:32.170
day?

00:40:32.469 --> 00:40:33.750
Um, you know,

00:40:33.989 --> 00:40:36.411
part of it is you're looking at me

00:40:36.471 --> 00:40:36.851
with.

00:40:37.471 --> 00:40:40.652
Ten to fifteen years of content collected

00:40:40.711 --> 00:40:41.592
into a library.

00:40:41.632 --> 00:40:44.112
Like I will literally go on my desktop.

00:40:44.793 --> 00:40:48.594
go back to twenty seventeen, find clips,

00:40:48.655 --> 00:40:49.956
find still frames,

00:40:49.996 --> 00:40:53.077
grab pictures and repurpose them today.

00:40:54.677 --> 00:40:55.538
So like anything,

00:40:55.577 --> 00:40:56.818
you've got to take this with a grain

00:40:56.838 --> 00:40:57.219
of salt.

00:40:57.338 --> 00:40:59.681
I can't go to a college football athlete

00:41:00.260 --> 00:41:01.822
and expect my, you know,

00:41:02.081 --> 00:41:04.762
forty seven year old sedentary male to do

00:41:04.782 --> 00:41:05.664
what he's doing.

00:41:06.943 --> 00:41:08.784
We have to have perspective.

00:41:08.844 --> 00:41:09.846
But at the same time,

00:41:10.807 --> 00:41:12.728
When should I have planted the oak tree?

00:41:12.768 --> 00:41:13.469
Twenty years ago.

00:41:14.088 --> 00:41:16.268
Start collecting the media now.

00:41:16.429 --> 00:41:18.610
Start collecting the assets now.

00:41:18.710 --> 00:41:20.869
Start building the digital real estate

00:41:21.369 --> 00:41:23.731
now, because ten years from now,

00:41:24.391 --> 00:41:25.231
you're going to need it.

00:41:25.251 --> 00:41:27.431
Yep.

00:41:27.512 --> 00:41:30.512
Mike Reinhold chiming in on Instagram

00:41:30.572 --> 00:41:32.353
saying, unfortunately,

00:41:32.393 --> 00:41:33.273
none of these problems are new.

00:41:34.684 --> 00:41:35.023
Agreed.

00:41:35.543 --> 00:41:36.103
Mike is not wrong.

00:41:37.625 --> 00:41:39.244
These problems I've been building for

00:41:39.284 --> 00:41:39.505
years.

00:41:39.525 --> 00:41:40.844
This isn't the first time we've outlined

00:41:40.864 --> 00:41:41.385
these problems.

00:41:41.405 --> 00:41:42.545
We spend a lot of time talking.

00:41:42.905 --> 00:41:46.025
So should we start trying to solve these?

00:41:46.206 --> 00:41:46.987
I know not easy.

00:41:47.586 --> 00:41:48.126
Mike's not wrong.

00:41:48.666 --> 00:41:49.027
Yes.

00:41:49.987 --> 00:41:51.387
You've seen my chart, right?

00:41:52.068 --> 00:41:53.327
I throw this chart up whenever I'm talking

00:41:53.347 --> 00:41:53.708
to someone.

00:41:55.588 --> 00:41:56.648
You have to define the who.

00:41:56.889 --> 00:41:58.208
So when Mike is saying this,

00:41:58.429 --> 00:41:59.349
Mike is smart enough.

00:41:59.409 --> 00:41:59.748
He's like,

00:42:00.449 --> 00:42:02.110
Mike Reinhold has a clinic in

00:42:02.449 --> 00:42:03.329
Massachusetts somewhere.

00:42:04.726 --> 00:42:06.568
Mike solves Mike problems because he has

00:42:06.608 --> 00:42:06.788
to,

00:42:07.027 --> 00:42:08.429
because no one's coming to solve Mike

00:42:08.469 --> 00:42:08.869
problems.

00:42:09.530 --> 00:42:10.869
Tony solves Tony problems.

00:42:12.451 --> 00:42:14.271
An association is meant to solve the

00:42:14.291 --> 00:42:16.434
problems that we can't or won't.

00:42:16.893 --> 00:42:18.135
Well, I shouldn't say won't.

00:42:18.414 --> 00:42:19.755
We could easily won't solve a lot of

00:42:19.815 --> 00:42:21.817
problems, but no one's coming to help.

00:42:22.956 --> 00:42:24.478
I gave a talk to PT students about

00:42:24.538 --> 00:42:26.458
me being a lifeguard on the beach before

00:42:26.498 --> 00:42:27.059
PT school.

00:42:28.300 --> 00:42:30.300
And we did a day's worth of like,

00:42:30.340 --> 00:42:31.302
this was the best day ever.

00:42:31.322 --> 00:42:32.802
We were like becoming beach lifeguards.

00:42:34.005 --> 00:42:35.204
Day number six is when they teach you

00:42:35.224 --> 00:42:36.005
how to run in slow motion,

00:42:36.025 --> 00:42:36.925
by the way, in case you're running,

00:42:37.146 --> 00:42:37.646
in case you're worrying.

00:42:38.445 --> 00:42:39.907
But day five, they were like,

00:42:39.967 --> 00:42:42.867
here's how you do jet skis and boats

00:42:42.907 --> 00:42:43.967
and do cool stuff.

00:42:44.068 --> 00:42:45.088
Stuff that we're probably never going to

00:42:45.128 --> 00:42:45.608
do.

00:42:45.648 --> 00:42:46.128
But it was cool.

00:42:46.628 --> 00:42:48.028
And then the next morning at five a.m.,

00:42:48.048 --> 00:42:48.668
we're on the beach.

00:42:49.168 --> 00:42:50.230
And they're like, you see that buoy?

00:42:51.054 --> 00:42:52.476
like a thousand yards out,

00:42:52.536 --> 00:42:53.617
like at the horizon,

00:42:53.896 --> 00:42:55.577
like literally you're on the beach in

00:42:55.757 --> 00:42:56.918
South Carolina and you're looking out

00:42:56.958 --> 00:42:59.119
towards England or whatever's across from

00:42:59.159 --> 00:42:59.300
there.

00:42:59.860 --> 00:43:00.501
And they're like, hey,

00:43:00.581 --> 00:43:02.682
everybody put on your buoy and go swim

00:43:02.702 --> 00:43:04.403
and touch the buoy.

00:43:05.804 --> 00:43:06.706
And one of the guys was like,

00:43:06.885 --> 00:43:08.085
because we did boats the day before,

00:43:08.146 --> 00:43:09.126
was like, where's the boat?

00:43:09.668 --> 00:43:11.528
And the instructor like took his like,

00:43:12.947 --> 00:43:14.789
Baywatch sunglasses and just brought it

00:43:14.809 --> 00:43:16.289
down and just like, you're the boat,

00:43:16.490 --> 00:43:17.050
start swimming.

00:43:17.351 --> 00:43:18.612
That's the greatest lesson ever.

00:43:18.932 --> 00:43:19.733
Dude, you're the boat.

00:43:20.333 --> 00:43:21.355
You're always the boat.

00:43:21.576 --> 00:43:22.697
You're always the boat.

00:43:22.916 --> 00:43:23.577
No one's coming.

00:43:23.918 --> 00:43:25.179
If you find people along the way to

00:43:25.219 --> 00:43:26.179
help you, use them.

00:43:26.940 --> 00:43:28.121
Read a book, listen to a podcast.

00:43:28.422 --> 00:43:29.523
You still need to go execute.

00:43:29.684 --> 00:43:31.085
You are still the boat, start swimming.

00:43:33.186 --> 00:43:34.188
That's it.

00:43:34.208 --> 00:43:36.369
But I do like... So you're...

00:43:37.516 --> 00:43:38.697
I was going to say cynical.

00:43:38.759 --> 00:43:39.760
I think you're realistic.

00:43:40.280 --> 00:43:40.842
Practical.

00:43:41.583 --> 00:43:43.405
What are your thoughts about two

00:43:43.465 --> 00:43:45.389
double-folded questions about meetings

00:43:45.429 --> 00:43:47.831
like Graham Sessions happening and

00:43:47.871 --> 00:43:50.135
meetings like Graham Sessions worth Tony

00:43:50.155 --> 00:43:51.297
himself going to it?

00:43:53.474 --> 00:43:55.195
I think it's one of those deals and

00:43:55.215 --> 00:43:56.255
we see it constantly.

00:43:56.275 --> 00:43:59.978
And like what you said was exactly what

00:44:00.077 --> 00:44:01.338
I think a lot of therapists would say

00:44:01.378 --> 00:44:03.599
about most patients in the physical

00:44:03.639 --> 00:44:04.380
therapy clinic.

00:44:04.400 --> 00:44:05.380
Good example.

00:44:05.902 --> 00:44:09.043
It's a situation where people are coming.

00:44:09.844 --> 00:44:11.204
How many of those people are going to

00:44:11.264 --> 00:44:12.485
take the information,

00:44:12.525 --> 00:44:13.565
take the inspiration,

00:44:13.605 --> 00:44:15.704
take the ideas and go implement on it?

00:44:16.284 --> 00:44:17.246
Virtually none of them.

00:44:18.766 --> 00:44:21.606
The real value is somebody like you,

00:44:22.246 --> 00:44:22.927
you go,

00:44:23.626 --> 00:44:25.686
you maybe there's a spark of an idea

00:44:25.726 --> 00:44:27.228
and you take that and you do something

00:44:27.248 --> 00:44:27.527
with it,

00:44:27.568 --> 00:44:29.568
partly because you have the capacity to do

00:44:29.628 --> 00:44:31.228
it because you're not seeing forty to

00:44:31.268 --> 00:44:32.528
sixty patient visits a week.

00:44:33.148 --> 00:44:34.829
Partly because it's in your nature.

00:44:34.849 --> 00:44:36.210
You're a builder, you're a creator,

00:44:36.250 --> 00:44:37.829
you're going to use this to kind of

00:44:37.889 --> 00:44:38.230
fuel.

00:44:39.150 --> 00:44:40.971
I get the impression that there was

00:44:41.050 --> 00:44:43.331
nothing like that that happened for you.

00:44:43.751 --> 00:44:46.193
So it's more just, hey, this confirms,

00:44:46.413 --> 00:44:48.273
this reiterates on the ideas that I'm

00:44:48.313 --> 00:44:49.353
already working toward.

00:44:49.432 --> 00:44:50.773
I'm just going to keep working toward

00:44:50.793 --> 00:44:51.054
that.

00:44:52.673 --> 00:44:52.954
You know,

00:44:53.054 --> 00:44:54.295
most of the time it's a waste of

00:44:54.355 --> 00:44:54.594
time.

00:44:54.914 --> 00:44:57.175
Most of the time there's nothing tangible

00:44:57.215 --> 00:44:57.956
that actually comes,

00:44:58.016 --> 00:45:01.077
but it's not the fault of the organization

00:45:01.137 --> 00:45:01.956
or the organizer.

00:45:02.757 --> 00:45:04.458
It's just, we hear it.

00:45:04.737 --> 00:45:06.719
Maybe we get a little excited and that

00:45:06.878 --> 00:45:09.800
inspiration wanes within the next seven to

00:45:09.820 --> 00:45:10.360
ten days.

00:45:10.960 --> 00:45:13.201
The exciting parts, and this is,

00:45:13.240 --> 00:45:13.862
of course, again,

00:45:13.981 --> 00:45:16.483
where my podcast came from, where I said,

00:45:16.503 --> 00:45:18.302
dude, the back of the napkin,

00:45:18.943 --> 00:45:21.304
the let's meet at the hotel lobby,

00:45:21.844 --> 00:45:23.244
two and a half drinks deep,

00:45:24.485 --> 00:45:27.407
and you make a connection with someone and

00:45:27.427 --> 00:45:29.047
you're like, yeah, we need to do this.

00:45:29.148 --> 00:45:29.527
And you're like,

00:45:30.407 --> 00:45:31.309
I'm a computer programmer.

00:45:31.389 --> 00:45:32.228
I know how to do that.

00:45:32.978 --> 00:45:33.998
And you're like, you can do that?

00:45:34.257 --> 00:45:35.659
And you're like, all right, well,

00:45:35.679 --> 00:45:36.539
should we do this?

00:45:36.559 --> 00:45:37.938
That's where businesses are born.

00:45:38.358 --> 00:45:40.920
So it's almost like the problems and the

00:45:40.960 --> 00:45:41.880
presentations,

00:45:42.460 --> 00:45:44.300
those are just the pile of wood.

00:45:44.420 --> 00:45:45.521
It's like you got to go to the

00:45:45.541 --> 00:45:46.800
hotel lobby to start the fire,

00:45:46.900 --> 00:45:48.380
and then you got to follow up with

00:45:48.442 --> 00:45:49.322
it.

00:45:49.442 --> 00:45:51.442
You have to do the surprise part.

00:45:51.942 --> 00:45:53.523
The physical part of physical therapy is

00:45:53.603 --> 00:45:54.862
on you, the patient.

00:45:55.916 --> 00:45:58.300
But the problem solving solution part of a

00:45:58.340 --> 00:46:00.063
Graham Sessions or CSM or anything,

00:46:00.384 --> 00:46:01.085
it's on you.

00:46:01.545 --> 00:46:03.710
If you think the answers are going to

00:46:03.730 --> 00:46:07.195
be given by PowerPoint, they're not.

00:46:07.315 --> 00:46:08.557
You have to do something with them.

00:46:09.471 --> 00:46:11.112
It's a good, I don't know the rule,

00:46:11.711 --> 00:46:12.733
eight and twenty probably,

00:46:13.092 --> 00:46:14.054
twenty percent learning,

00:46:14.173 --> 00:46:15.054
eighty percent doing.

00:46:15.195 --> 00:46:17.275
And I'm a guy who shares information.

00:46:17.335 --> 00:46:19.137
And I'm telling you, learning,

00:46:19.197 --> 00:46:20.998
it's probably twenty percent doing.

00:46:21.038 --> 00:46:21.117
Well,

00:46:21.137 --> 00:46:22.338
because there's a bunch of learning in

00:46:22.398 --> 00:46:23.079
doing, too.

00:46:23.340 --> 00:46:24.981
So you could get ready all you want.

00:46:25.320 --> 00:46:27.762
But once you start doing, it's not coming.

00:46:28.382 --> 00:46:29.943
So here's a crazy business idea.

00:46:30.364 --> 00:46:31.204
I even have the logo.

00:46:31.425 --> 00:46:33.405
This is Jimmy and Tony's.

00:46:34.380 --> 00:46:35.681
mobile studio.

00:46:35.862 --> 00:46:36.422
We're going to get...

00:46:36.463 --> 00:46:37.483
My brother has one of those like,

00:46:37.684 --> 00:46:39.206
twenty-foot trailers that he chose behind

00:46:39.226 --> 00:46:39.585
his truck.

00:46:39.927 --> 00:46:42.548
We're going to roll into Cincinnati,

00:46:42.730 --> 00:46:43.489
and then we're going to roll into

00:46:43.530 --> 00:46:44.090
Pittsburgh,

00:46:44.110 --> 00:46:45.692
and then we're going to roll into Philly,

00:46:45.713 --> 00:46:46.592
and then we're going to roll into

00:46:46.672 --> 00:46:47.074
Scranton.

00:46:47.114 --> 00:46:47.894
I'm just naming towns.

00:46:48.594 --> 00:46:50.617
We roll in with a studio that goes,

00:46:50.958 --> 00:46:51.778
you got a practice owner?

00:46:51.918 --> 00:46:53.659
You can't put out sixty-eight pieces of

00:46:53.681 --> 00:46:54.360
content a month?

00:46:54.501 --> 00:46:54.782
Great.

00:46:55.262 --> 00:46:56.402
Tell us all about your practice.

00:46:56.422 --> 00:46:57.483
By the time we get to Philly,

00:46:57.543 --> 00:46:58.085
where you are,

00:46:58.385 --> 00:46:59.226
we're going to put you in front of

00:46:59.246 --> 00:46:59.626
a camera.

00:47:00.025 --> 00:47:00.867
We're just going to come in with a

00:47:00.907 --> 00:47:01.447
media team.

00:47:01.827 --> 00:47:02.889
You pay us ten grand.

00:47:03.208 --> 00:47:04.871
We give you six months worth of stuff,

00:47:04.931 --> 00:47:05.431
and then we leave.

00:47:05.670 --> 00:47:06.632
And then you tell us if it's worth

00:47:06.672 --> 00:47:07.293
it, and we come back.

00:47:08.253 --> 00:47:09.454
Is there a market for now?

00:47:09.534 --> 00:47:11.657
I mean, I see this even bigger now.

00:47:12.637 --> 00:47:13.577
People live in my town.

00:47:14.119 --> 00:47:15.719
There's a creator studio.

00:47:15.860 --> 00:47:17.641
You can go rent a podcast studio.

00:47:18.483 --> 00:47:19.463
My thing is you still need to know

00:47:19.483 --> 00:47:20.083
what to do with it.

00:47:20.724 --> 00:47:22.126
I don't think the renting of the studio...

00:47:23.237 --> 00:47:24.617
think that'll come and then go very

00:47:24.637 --> 00:47:27.659
quickly it's the here's what you have

00:47:28.599 --> 00:47:29.759
here's what you have right now if you're

00:47:29.818 --> 00:47:31.059
nodding and you're like i have to do

00:47:31.719 --> 00:47:33.041
okay yeah i get it if i put

00:47:33.121 --> 00:47:34.320
out to compete i have to put out

00:47:34.340 --> 00:47:35.722
a hundred and fifty things you start out

00:47:35.742 --> 00:47:38.802
with nothing that's the hardest page to

00:47:38.842 --> 00:47:40.543
start it's like there's nothing there what

00:47:40.563 --> 00:47:43.503
do i do ah i still think people

00:47:43.523 --> 00:47:44.804
need to have their hand held myself

00:47:44.844 --> 00:47:47.626
included is there a market for that

00:47:48.760 --> 00:47:50.262
I don't think there is.

00:47:50.661 --> 00:47:53.302
And I say that not because people aren't

00:47:53.322 --> 00:47:55.023
going to say, yes, that's what I want.

00:47:55.063 --> 00:47:56.164
Yes, that's what I need.

00:47:57.545 --> 00:48:00.525
I need to lose twenty pounds like

00:48:00.846 --> 00:48:01.507
legitimately.

00:48:01.766 --> 00:48:03.286
I need to lose twenty pounds.

00:48:03.827 --> 00:48:04.648
I know how to do it.

00:48:04.807 --> 00:48:07.429
Theoretically, I know why it's important.

00:48:08.170 --> 00:48:10.331
It's the best gift my fifty year old

00:48:10.371 --> 00:48:12.592
self can give to my seventy year old

00:48:12.632 --> 00:48:13.592
self today.

00:48:14.112 --> 00:48:16.733
Like all of these things are in place

00:48:17.373 --> 00:48:17.853
yet.

00:48:19.224 --> 00:48:20.403
It hasn't happened.

00:48:21.105 --> 00:48:23.045
I go through the same cycle again.

00:48:23.744 --> 00:48:25.425
Nobody can make it happen.

00:48:26.465 --> 00:48:27.746
I know the drugs that are out there

00:48:27.766 --> 00:48:28.586
that I could use.

00:48:28.666 --> 00:48:30.947
I know the diet advice that I need

00:48:31.208 --> 00:48:31.708
to follow.

00:48:31.768 --> 00:48:33.447
I know all of those things.

00:48:34.268 --> 00:48:36.608
I almost feel like it goes back to

00:48:36.668 --> 00:48:38.909
it's like the people who are already

00:48:38.969 --> 00:48:39.670
successful,

00:48:39.710 --> 00:48:41.530
the people who are already doing it,

00:48:41.630 --> 00:48:44.672
they're the ones that will take an idea

00:48:44.711 --> 00:48:45.771
like this and do it.

00:48:46.960 --> 00:48:48.121
But do you think there's a small enough

00:48:48.240 --> 00:48:49.581
audience of those people?

00:48:49.900 --> 00:48:50.782
Like I know if we're looking at a

00:48:50.842 --> 00:48:54.043
pyramid, it's the people.

00:48:54.063 --> 00:48:54.262
All right.

00:48:54.282 --> 00:48:55.103
So there's three types of people.

00:48:55.884 --> 00:48:56.664
There's lots of types of people.

00:48:56.744 --> 00:48:57.605
Maybe there's four types of people.

00:48:57.784 --> 00:48:59.525
There's the people who know this and

00:48:59.545 --> 00:49:00.365
they're already doing it.

00:49:00.425 --> 00:49:00.806
And they're like,

00:49:01.246 --> 00:49:02.387
I don't even listen to Jimmy and Tony

00:49:02.407 --> 00:49:03.427
right now because I'm doing I've been

00:49:03.447 --> 00:49:03.728
doing this.

00:49:04.188 --> 00:49:04.788
They're ahead of us.

00:49:04.807 --> 00:49:05.489
Yeah.

00:49:06.188 --> 00:49:07.889
There's the people who agree and they

00:49:08.210 --> 00:49:08.789
might turn,

00:49:08.989 --> 00:49:10.710
they might pull the trigger if you just

00:49:10.750 --> 00:49:11.309
held their hand.

00:49:11.570 --> 00:49:12.891
That is probably even,

00:49:13.210 --> 00:49:15.170
so it's super small, small,

00:49:15.190 --> 00:49:15.851
but a little bigger.

00:49:16.172 --> 00:49:18.311
There's the people who would read a book

00:49:18.891 --> 00:49:19.833
by the camera.

00:49:20.012 --> 00:49:21.112
Just not take it out of the box.

00:49:21.152 --> 00:49:21.733
There's those people.

00:49:21.932 --> 00:49:22.652
Then there's people who are like,

00:49:22.793 --> 00:49:24.173
I'm never going to do this ever.

00:49:24.233 --> 00:49:24.813
So why bother?

00:49:25.293 --> 00:49:26.653
I'm talking about that second group who is

00:49:26.693 --> 00:49:28.074
like, all right, if you show up,

00:49:28.853 --> 00:49:30.815
And it's five grand and you're going to

00:49:30.835 --> 00:49:31.534
do it for me.

00:49:31.755 --> 00:49:32.355
I'll pay you.

00:49:33.096 --> 00:49:33.335
Right.

00:49:34.056 --> 00:49:34.356
I don't know.

00:49:34.536 --> 00:49:35.155
Yeah.

00:49:35.175 --> 00:49:37.257
There's probably for us,

00:49:37.456 --> 00:49:40.297
there is probably a big enough audience to

00:49:40.438 --> 00:49:42.398
make it worth the adventure,

00:49:42.438 --> 00:49:43.978
to make it worth the time and the

00:49:44.018 --> 00:49:44.259
money.

00:49:44.659 --> 00:49:45.559
Let's do it in Ohio.

00:49:45.679 --> 00:49:46.659
Your home field event.

00:49:46.719 --> 00:49:47.079
Not now.

00:49:47.159 --> 00:49:48.221
Cause there's a bunch of snow.

00:49:48.501 --> 00:49:50.061
Oh, it's snowing again here in New York.

00:49:50.202 --> 00:49:50.521
Awesome.

00:49:50.561 --> 00:49:51.581
That's what I like.

00:49:51.601 --> 00:49:52.402
That's what I like to see.

00:49:54.943 --> 00:49:56.983
I still, cause you've done this sort of.

00:49:58.085 --> 00:49:58.326
Right.

00:49:58.485 --> 00:49:58.786
I mean,

00:49:58.827 --> 00:50:00.467
that was more teaching and less doing,

00:50:00.608 --> 00:50:01.429
but that was, I mean,

00:50:01.449 --> 00:50:02.568
they did a little bit while they were

00:50:02.668 --> 00:50:02.889
right.

00:50:02.969 --> 00:50:03.489
Explain that.

00:50:04.610 --> 00:50:04.831
Yeah.

00:50:05.150 --> 00:50:05.291
We,

00:50:05.311 --> 00:50:07.072
we had a handful of people come out,

00:50:07.432 --> 00:50:07.873
you know, and,

00:50:08.034 --> 00:50:10.735
and my main objective when I was laying

00:50:10.775 --> 00:50:11.335
this out,

00:50:11.496 --> 00:50:14.097
I kept hammering chat GPT with the same

00:50:14.478 --> 00:50:15.498
prompt, which is,

00:50:16.400 --> 00:50:18.181
I don't want a bunch of people come

00:50:18.221 --> 00:50:19.722
here, spend money to come here,

00:50:19.802 --> 00:50:21.324
go home and do nothing with it.

00:50:21.884 --> 00:50:24.666
I want people to make a material change.

00:50:24.786 --> 00:50:26.568
I want a measurable change.

00:50:27.668 --> 00:50:29.849
Now, some of them absolutely did.

00:50:30.010 --> 00:50:32.192
But this is my problem with patient care.

00:50:32.251 --> 00:50:34.494
It's like, how do I justify?

00:50:34.554 --> 00:50:36.815
How do I feel good?

00:50:36.896 --> 00:50:38.876
How do I go to sleep at night

00:50:38.896 --> 00:50:41.418
knowing whether it's the patient's money

00:50:41.478 --> 00:50:44.101
or the insurance company's money that they

00:50:44.121 --> 00:50:46.963
are going to take and get value from

00:50:47.043 --> 00:50:48.704
the hour they spent with me today?

00:50:49.085 --> 00:50:50.626
Because I know that most of them are

00:50:50.686 --> 00:50:50.907
not.

00:50:51.007 --> 00:50:53.068
Most of them are going to appreciate the

00:50:53.128 --> 00:50:55.731
time, get the benefit temporarily.

00:50:56.331 --> 00:50:57.393
They're not going to follow up.

00:50:57.414 --> 00:50:58.717
They're not going to make the lifestyle

00:50:58.757 --> 00:50:59.137
change.

00:50:59.237 --> 00:51:01.282
And a week later, everything is wasted.

00:51:01.362 --> 00:51:03.186
They're no better than they were before

00:51:03.206 --> 00:51:04.028
they came to therapy.

00:51:05.931 --> 00:51:08.413
So I kept trying to hammer that idea

00:51:08.632 --> 00:51:11.054
into the AI so that I had the

00:51:11.195 --> 00:51:13.277
best possible chance of delivering

00:51:13.336 --> 00:51:14.538
sustainable results.

00:51:14.657 --> 00:51:15.358
And like I said,

00:51:15.958 --> 00:51:18.159
out of the roughly ten people,

00:51:18.641 --> 00:51:21.623
I know at least three took off like

00:51:21.802 --> 00:51:23.505
their business is doing amazing.

00:51:23.545 --> 00:51:25.286
Their social media is doing amazing.

00:51:25.306 --> 00:51:28.228
They've added likely tens of thousands of

00:51:28.288 --> 00:51:30.150
revenue just based on their

00:51:30.449 --> 00:51:32.590
what they were doing would they have done

00:51:32.610 --> 00:51:35.012
it without me yeah i think they probably

00:51:35.032 --> 00:51:36.793
would have you know and this goes to

00:51:36.833 --> 00:51:39.476
that point is the successful people are

00:51:39.516 --> 00:51:41.117
going to be successful no matter what

00:51:42.365 --> 00:51:44.748
But you might have made it sooner or

00:51:44.807 --> 00:51:48.289
faster or smoother or easier by making it

00:51:48.329 --> 00:51:49.431
less scary and more clear.

00:51:50.172 --> 00:51:52.514
I've got a podcast cohort.

00:51:52.534 --> 00:51:53.795
I'm teaching a bunch of healthcare people

00:51:53.835 --> 00:51:54.795
how to launch a podcast.

00:51:55.195 --> 00:51:56.255
But really, I'm teaching them all of this,

00:51:56.275 --> 00:51:56.856
like content,

00:51:57.217 --> 00:51:58.257
whatever the hell you want to call it.

00:51:58.777 --> 00:52:00.259
And I said, you're all smart.

00:52:00.539 --> 00:52:02.601
You'll have freaking higher ed degrees.

00:52:02.661 --> 00:52:03.181
Why do you need me?

00:52:03.402 --> 00:52:06.543
You could Google this and download a

00:52:07.244 --> 00:52:07.724
checklist.

00:52:08.045 --> 00:52:08.786
You go to AI.

00:52:09.773 --> 00:52:11.715
I'm like, you're not here for information.

00:52:11.735 --> 00:52:13.135
You're here for clarity and you're here

00:52:13.175 --> 00:52:14.398
for, it's not motivation.

00:52:14.657 --> 00:52:15.619
You're here for accountability.

00:52:16.771 --> 00:52:19.373
Now, you still need to do it.

00:52:19.474 --> 00:52:20.474
Now, remember,

00:52:20.614 --> 00:52:21.996
that's what your listener is there for.

00:52:22.016 --> 00:52:23.338
If you think you're just here to read

00:52:23.818 --> 00:52:25.119
a chapter in a book to someone in

00:52:25.139 --> 00:52:26.460
a microphone and that's going to guarantee

00:52:26.480 --> 00:52:29.163
you a connection or listens or that

00:52:29.202 --> 00:52:29.862
bringing you business,

00:52:30.503 --> 00:52:31.485
I have news for you.

00:52:31.525 --> 00:52:31.925
It's not.

00:52:32.425 --> 00:52:34.586
They are looking for clarity and

00:52:34.606 --> 00:52:37.349
accountability to something or someone

00:52:37.670 --> 00:52:38.490
other than themselves.

00:52:39.070 --> 00:52:42.934
And that was like lesson one or two.

00:52:44.505 --> 00:52:46.246
I haven't said the word microphone yet.

00:52:46.686 --> 00:52:48.146
I haven't said the word camera yet.

00:52:48.206 --> 00:52:50.307
And we're in week three or four.

00:52:51.148 --> 00:52:52.909
I'm like, I haven't said download yet,

00:52:53.208 --> 00:52:55.349
except to say downloads don't matter.

00:52:55.809 --> 00:52:57.990
I got a friend who launched a podcast

00:52:58.431 --> 00:53:00.012
for physical therapist assistants.

00:53:00.112 --> 00:53:00.672
She's in Ohio.

00:53:01.766 --> 00:53:03.347
Because I knew her for, at that point,

00:53:03.507 --> 00:53:04.268
five or six years.

00:53:04.789 --> 00:53:06.411
And she's like, well, I'm just a PTA.

00:53:06.431 --> 00:53:07.190
I'm just a PTA.

00:53:07.210 --> 00:53:07.831
I'm just a PTA.

00:53:07.851 --> 00:53:08.192
And I'm like,

00:53:08.391 --> 00:53:09.773
I like several of those words you're

00:53:09.793 --> 00:53:10.054
saying.

00:53:10.074 --> 00:53:10.755
And I dislike one.

00:53:11.054 --> 00:53:11.835
You keep saying PTA.

00:53:11.856 --> 00:53:13.436
Big fan.

00:53:13.456 --> 00:53:14.418
You keep saying just.

00:53:14.659 --> 00:53:16.820
And I think it shits on everything after

00:53:16.981 --> 00:53:17.101
you.

00:53:17.340 --> 00:53:18.722
I'm just anything.

00:53:18.983 --> 00:53:20.704
It just undermines.

00:53:21.045 --> 00:53:22.505
To the point where I poked her enough

00:53:22.565 --> 00:53:23.007
and I was like...

00:53:24.027 --> 00:53:25.889
If more people knew about how great PTAs

00:53:26.070 --> 00:53:28.231
were, would more people become PTAs?

00:53:28.251 --> 00:53:29.773
Would more people, patients get helped?

00:53:30.012 --> 00:53:31.054
Would more businesses thrive?

00:53:31.074 --> 00:53:33.516
Because Tony's saying, hire more PTAs.

00:53:33.936 --> 00:53:34.978
They're more cost-effective.

00:53:35.751 --> 00:53:36.411
And she's like, yeah.

00:53:36.472 --> 00:53:36.831
And I go,

00:53:36.851 --> 00:53:37.873
then why don't you start a podcast for

00:53:37.932 --> 00:53:37.992
one?

00:53:38.012 --> 00:53:38.853
Because there really wasn't one.

00:53:39.534 --> 00:53:41.235
And she was super hesitant until I was

00:53:41.275 --> 00:53:41.436
like,

00:53:41.775 --> 00:53:43.918
I will show you what microphone to buy

00:53:43.938 --> 00:53:44.798
and how to do it.

00:53:45.659 --> 00:53:46.960
And now she's got ten thousand downloads.

00:53:47.240 --> 00:53:49.643
And I'm like, whoops, look what happened.

00:53:50.222 --> 00:53:50.903
How'd that happen?

00:53:51.403 --> 00:53:53.184
But PTA is a small market, Jimmy.

00:53:53.545 --> 00:53:54.766
If your goal was downloads,

00:53:55.106 --> 00:53:56.829
aiming at a small market of PTAs would

00:53:56.849 --> 00:53:57.708
have been a bad idea.

00:53:57.969 --> 00:53:59.231
Her goal wasn't downloads.

00:53:59.391 --> 00:54:00.251
Her goal was impact.

00:54:00.452 --> 00:54:00.972
And she found it.

00:54:02.599 --> 00:54:05.744
Speaking of impact, the Gary Vee,

00:54:05.784 --> 00:54:06.847
let me see if I can pull this

00:54:06.987 --> 00:54:07.847
up here real quick.

00:54:08.268 --> 00:54:09.210
Oh, the one you share with me.

00:54:09.510 --> 00:54:10.751
What was it?

00:54:10.791 --> 00:54:11.213
Yeah.

00:54:12.315 --> 00:54:13.036
Oh yes, yes, yes.

00:54:13.076 --> 00:54:13.737
This is brilliant.

00:54:16.568 --> 00:54:18.688
so don't play it though because i keep

00:54:18.728 --> 00:54:19.829
getting don't play the audio because i

00:54:19.849 --> 00:54:21.789
keep getting dinged on whatever platform

00:54:21.809 --> 00:54:23.811
because of he okay i won't play it

00:54:23.951 --> 00:54:26.952
i'll just show it here uh this is

00:54:26.992 --> 00:54:30.474
gary v gary vaynerchuk talking about uh

00:54:31.293 --> 00:54:34.856
this chili's video yes we're just an

00:54:34.876 --> 00:54:35.416
influencer

00:54:35.996 --> 00:54:38.297
Talking about, you know, this appetizer.

00:54:38.356 --> 00:54:39.358
She shares this.

00:54:39.378 --> 00:54:40.398
Do you remember the numbers?

00:54:40.418 --> 00:54:41.639
Because I don't remember the numbers.

00:54:42.420 --> 00:54:43.561
A bajillion, I believe.

00:54:43.581 --> 00:54:43.661
Yeah.

00:54:43.681 --> 00:54:47.302
So to the point where if you understand

00:54:47.342 --> 00:54:48.483
the Chili's franchise,

00:54:48.503 --> 00:54:49.543
they have restaurants all over the

00:54:49.583 --> 00:54:50.025
country.

00:54:50.465 --> 00:54:53.005
They could measure the impact of this one

00:54:53.065 --> 00:54:55.807
video on increased sales in their

00:54:55.867 --> 00:54:56.989
restaurants.

00:54:57.188 --> 00:54:57.409
Wow.

00:54:58.126 --> 00:54:59.025
What's that?

00:54:59.126 --> 00:54:59.507
Wild.

00:54:59.547 --> 00:55:00.027
It's crazy.

00:55:00.306 --> 00:55:00.487
Yeah.

00:55:01.106 --> 00:55:02.208
So, you know,

00:55:02.367 --> 00:55:04.748
going back to the top of the show,

00:55:04.809 --> 00:55:06.949
like primary care physical therapy,

00:55:08.329 --> 00:55:10.451
it's one of those deals where it just

00:55:10.490 --> 00:55:11.110
takes one.

00:55:11.170 --> 00:55:11.992
It takes one post.

00:55:12.072 --> 00:55:12.891
It takes one video.

00:55:12.911 --> 00:55:13.853
It takes one image.

00:55:13.873 --> 00:55:16.773
It takes one thing to go viral that

00:55:16.873 --> 00:55:19.034
launches this entire campaign.

00:55:20.054 --> 00:55:24.117
And how many thousands of posts before and

00:55:24.177 --> 00:55:26.458
after this one just were dead,

00:55:26.498 --> 00:55:28.998
just had no real growth,

00:55:29.079 --> 00:55:30.298
no real following.

00:55:30.318 --> 00:55:31.619
Got to keep going.

00:55:31.639 --> 00:55:33.119
But it just took that one.

00:55:33.199 --> 00:55:34.920
Nobody knows which one it's going to be.

00:55:34.960 --> 00:55:36.081
And I really believe,

00:55:36.360 --> 00:55:38.141
as I've been in this world now for

00:55:38.242 --> 00:55:42.244
over a decade, there is no formula, right?

00:55:42.284 --> 00:55:43.123
There is no, well,

00:55:43.184 --> 00:55:45.684
post every three hours or find when your

00:55:45.724 --> 00:55:46.585
viewers are watching.

00:55:46.664 --> 00:55:48.085
No, it's a combination of...

00:55:49.291 --> 00:55:50.552
You put out a post,

00:55:51.652 --> 00:55:53.052
I have shared the same post,

00:55:53.092 --> 00:55:54.434
taking it down, put it up,

00:55:54.514 --> 00:55:55.795
taking it down, put it up,

00:55:55.875 --> 00:55:57.295
and on the third one,

00:55:57.976 --> 00:55:59.277
it hits a million views.

00:55:59.376 --> 00:56:00.898
Same exact video, same everything.

00:56:01.498 --> 00:56:03.298
I think it's a combination of factors.

00:56:03.659 --> 00:56:04.699
What else is out there?

00:56:04.739 --> 00:56:06.842
What else is the algorithm pushing at that

00:56:06.882 --> 00:56:07.202
moment?

00:56:07.581 --> 00:56:10.804
Who by luck caught your video and watched

00:56:10.844 --> 00:56:11.463
it to the end?

00:56:11.503 --> 00:56:14.025
Like all of these things that you cannot

00:56:14.065 --> 00:56:15.306
possibly control for

00:56:16.186 --> 00:56:18.548
It just clicked at the right time.

00:56:18.588 --> 00:56:22.150
But that one video had a sizable impact

00:56:22.311 --> 00:56:25.813
on a multi-million dollar company that now

00:56:26.373 --> 00:56:28.936
we can see it just takes one post.

00:56:28.976 --> 00:56:30.195
It just takes one video.

00:56:30.677 --> 00:56:31.818
So the story was she walked,

00:56:31.838 --> 00:56:32.538
she's just a random,

00:56:32.677 --> 00:56:33.858
she wasn't paid by Chili's.

00:56:33.898 --> 00:56:35.699
She walked in and ordered the cheesy

00:56:35.719 --> 00:56:37.961
mozzarella sticks and shot a video.

00:56:38.362 --> 00:56:41.003
And kudos to the cook who was working

00:56:41.023 --> 00:56:42.605
that night because they did it right.

00:56:42.625 --> 00:56:44.525
Because you can screw anything up in a

00:56:44.545 --> 00:56:44.846
kitchen.

00:56:44.885 --> 00:56:45.786
Trust me, I know.

00:56:46.467 --> 00:56:46.847
I know.

00:56:47.608 --> 00:56:48.929
Um, and it was like,

00:56:48.969 --> 00:56:51.130
she like pulled the mozzarella stick and

00:56:51.150 --> 00:56:53.010
the cheese was like chef's kiss.

00:56:53.391 --> 00:56:55.172
And then that thing popped off and people,

00:56:55.413 --> 00:56:57.454
people saw that and they did not think

00:56:57.833 --> 00:56:58.695
anything other than their own

00:56:58.735 --> 00:56:59.335
self-interest,

00:56:59.355 --> 00:57:00.795
which was where do I get some of

00:57:00.815 --> 00:57:01.777
that?

00:57:01.836 --> 00:57:03.217
And the answer was chilies.

00:57:03.557 --> 00:57:03.898
And it's not,

00:57:04.057 --> 00:57:06.360
it's not a hard math equation right there.

00:57:06.420 --> 00:57:08.740
So yes, this applies to you.

00:57:08.780 --> 00:57:09.942
And I know you don't sell mozzarella

00:57:09.961 --> 00:57:12.643
sticks, but you sell something you do.

00:57:16.016 --> 00:57:16.115
Yeah.

00:57:16.175 --> 00:57:17.856
I mean, my most viewed Instagram thing...

00:57:19.097 --> 00:57:20.679
Did you see the Avengers video that I

00:57:20.719 --> 00:57:20.878
made?

00:57:21.018 --> 00:57:21.619
If PTs...

00:57:22.460 --> 00:57:24.722
I essentially took the personality of all

00:57:24.742 --> 00:57:26.563
the Avengers and matched them to the

00:57:26.603 --> 00:57:27.764
specialties of PTs.

00:57:28.144 --> 00:57:30.505
Like, Alpeche Northo is Captain America.

00:57:30.606 --> 00:57:32.648
Sports PTs are Tony Stark and Iron Man.

00:57:33.148 --> 00:57:33.347
And...

00:57:34.369 --> 00:57:36.190
i said i was like drinking my second

00:57:36.210 --> 00:57:38.110
coffee the morning my one eye wasn't even

00:57:38.150 --> 00:57:39.632
open yet and i was like huh that's

00:57:39.652 --> 00:57:41.132
a weird parallel and it's not like i

00:57:41.152 --> 00:57:42.612
invented this like people have done this

00:57:42.652 --> 00:57:44.353
but i was like who would be this

00:57:44.414 --> 00:57:46.755
or who would be that and then it

00:57:46.795 --> 00:57:49.056
took me six minutes to write the script

00:57:49.096 --> 00:57:50.876
or just the outline and i shot it

00:57:50.916 --> 00:57:52.617
and one of my friends was like way

00:57:52.637 --> 00:57:54.278
to have your most famous video which is

00:57:54.338 --> 00:57:55.719
well over a hundred thousand views from a

00:57:55.739 --> 00:57:57.980
couple weeks ago and like my hair wasn't

00:57:58.139 --> 00:57:58.581
combed

00:57:59.340 --> 00:58:00.141
Cause I just woke up,

00:58:00.362 --> 00:58:01.061
but I'm also like,

00:58:01.121 --> 00:58:02.023
maybe that made it better.

00:58:02.103 --> 00:58:03.163
Cause I was just like, you could tell,

00:58:03.202 --> 00:58:04.083
I just woke up and I was like,

00:58:04.103 --> 00:58:05.284
Hey, interesting thought experiment.

00:58:05.625 --> 00:58:06.505
What if this was that?

00:58:06.846 --> 00:58:07.746
And then I just popped off.

00:58:07.945 --> 00:58:08.085
Yeah.

00:58:08.226 --> 00:58:09.387
I had some engaging visuals.

00:58:11.409 --> 00:58:12.949
I might've shared that on a random Tuesday

00:58:12.969 --> 00:58:14.010
that might not have gone anywhere,

00:58:14.050 --> 00:58:15.271
but I lucked out that it did.

00:58:16.010 --> 00:58:19.474
What platform did that video get the

00:58:19.693 --> 00:58:20.273
traction on?

00:58:20.293 --> 00:58:21.255
Instagram.

00:58:21.275 --> 00:58:22.916
Okay.

00:58:22.936 --> 00:58:24.737
Did you share that video to the other

00:58:24.777 --> 00:58:25.336
platforms?

00:58:26.237 --> 00:58:27.157
What did you do there?

00:58:27.739 --> 00:58:27.818
Yeah.

00:58:27.918 --> 00:58:28.059
Yeah.

00:58:30.208 --> 00:58:30.789
I'm trying to figure out.

00:58:30.809 --> 00:58:31.951
So I've got a couple different types of

00:58:31.971 --> 00:58:32.952
videos that I'm playing with.

00:58:33.452 --> 00:58:36.114
I was doing the Avengers for if this,

00:58:36.175 --> 00:58:37.596
then that videos they call.

00:58:38.096 --> 00:58:39.757
I'm doing like books that I like,

00:58:39.998 --> 00:58:44.161
like Robert Cialdini Persuasion or Seven

00:58:44.561 --> 00:58:45.782
Habits of Highly Successful People.

00:58:46.443 --> 00:58:47.664
But I'm not doing twelve minutes on it.

00:58:47.764 --> 00:58:48.686
I'm like one.

00:58:49.126 --> 00:58:50.208
So I come in with like a strong

00:58:50.248 --> 00:58:50.467
hook.

00:58:52.027 --> 00:58:53.989
And then I say, here's the book,

00:58:54.148 --> 00:58:55.070
flash it on the screen.

00:58:55.110 --> 00:58:56.210
And I go, the main takeaway,

00:58:56.230 --> 00:58:57.431
I'll save you, you know,

00:58:57.490 --> 00:58:58.972
fourteen dollars in two days of your life

00:58:59.012 --> 00:58:59.612
instead of reading it.

00:59:00.211 --> 00:59:01.672
I give them the quick takeaway and then

00:59:01.713 --> 00:59:03.454
I just stop.

00:59:03.554 --> 00:59:04.815
And that was doing well for a while.

00:59:04.934 --> 00:59:05.574
And then it stopped.

00:59:05.695 --> 00:59:05.974
Why?

00:59:06.295 --> 00:59:06.695
I don't.

00:59:06.896 --> 00:59:07.615
Who the hell knows?

00:59:07.916 --> 00:59:08.836
And I might try to get in a

00:59:08.876 --> 00:59:09.097
week.

00:59:09.177 --> 00:59:10.757
And it's the it's the thing that defines

00:59:10.797 --> 00:59:11.237
my career.

00:59:12.018 --> 00:59:13.079
I know it doesn't work.

00:59:13.659 --> 00:59:14.800
It doesn't work until it does.

00:59:15.751 --> 00:59:18.197
right a quick strategy that's kind of

00:59:18.257 --> 00:59:19.822
interesting and you could use this because

00:59:19.842 --> 00:59:22.748
you have enough history behind you um

00:59:23.487 --> 00:59:26.068
There's an issue with duplicate content

00:59:26.588 --> 00:59:29.608
when you're just spamming the algorithm,

00:59:29.648 --> 00:59:31.090
putting tons of this stuff out there.

00:59:31.690 --> 00:59:33.231
Nobody wants to see the same thing,

00:59:33.291 --> 00:59:34.471
you know, thirty seconds apart.

00:59:34.911 --> 00:59:35.972
But like Mr. Beast,

00:59:36.012 --> 00:59:37.052
there's a clip of Mr.

00:59:37.072 --> 00:59:40.112
Beast asking a guy how he got so

00:59:40.153 --> 00:59:42.474
many subscribers and he said he's posting

00:59:42.534 --> 00:59:44.815
like thousands of video clips a day.

00:59:44.954 --> 00:59:46.356
Yeah, it's just crazy numbers.

00:59:46.856 --> 00:59:47.876
What's the duplicative?

00:59:48.277 --> 00:59:49.757
Can they tell if it's the exact same

00:59:49.777 --> 00:59:51.137
video based on the waveform?

00:59:51.297 --> 00:59:52.677
What are you saying?

00:59:52.737 --> 00:59:55.179
Are you saying don't actually share the

00:59:55.219 --> 00:59:56.380
exact same video?

00:59:57.019 --> 00:59:57.300
Yes.

00:59:57.360 --> 00:59:59.501
Don't share the exact same video if the

00:59:59.541 --> 01:00:01.041
other video is still live,

01:00:01.541 --> 01:00:04.623
but through meta business suites,

01:00:04.682 --> 01:00:05.222
I think it is.

01:00:05.304 --> 01:00:06.364
I don't know if you use that at

01:00:06.403 --> 01:00:06.583
all,

01:00:06.643 --> 01:00:08.184
but there are so many great tools in

01:00:08.224 --> 01:00:08.445
that.

01:00:09.184 --> 01:00:10.846
i can go in i can go back

01:00:10.885 --> 01:00:12.507
i can set my date range so what

01:00:12.527 --> 01:00:13.668
i've been doing is i go back to

01:00:13.708 --> 01:00:17.070
january of i look at the videos i

01:00:17.090 --> 01:00:18.791
look at how they performed i find the

01:00:18.831 --> 01:00:20.612
video that i think will probably perform

01:00:20.672 --> 01:00:23.054
well whether it did then or not doesn't

01:00:23.114 --> 01:00:26.297
matter i download it because i don't have

01:00:26.336 --> 01:00:27.376
it i don't know where it is it's

01:00:27.416 --> 01:00:29.039
somewhere on a hard drive but you can

01:00:29.099 --> 01:00:30.438
download through meta

01:00:31.563 --> 01:00:33.585
the HD version of the video.

01:00:33.847 --> 01:00:34.568
I download it.

01:00:35.268 --> 01:00:36.650
I go to the original post.

01:00:36.730 --> 01:00:37.451
I delete it.

01:00:38.331 --> 01:00:40.094
Then if I want,

01:00:40.295 --> 01:00:41.795
I will make some changes.

01:00:41.856 --> 01:00:44.159
Maybe I change something about it.

01:00:44.278 --> 01:00:45.920
I definitely change the post that goes

01:00:45.960 --> 01:00:46.661
along with it.

01:00:47.322 --> 01:00:48.384
And then I repost it.

01:00:48.965 --> 01:00:49.885
Now, you know,

01:00:50.226 --> 01:00:51.447
take it for what it is.

01:00:51.686 --> 01:00:53.949
I am not an expert on social media,

01:00:54.028 --> 01:00:56.871
but I haven't had any issues so far.

01:00:57.351 --> 01:01:00.273
And quite often those videos perform

01:01:00.313 --> 01:01:00.855
really well.

01:01:00.894 --> 01:01:02.695
I've got a whole new set of eyeballs,

01:01:02.815 --> 01:01:04.336
a whole new set of followers.

01:01:04.416 --> 01:01:06.358
It's not putting that video in front of

01:01:06.398 --> 01:01:07.760
the same people per se.

01:01:08.320 --> 01:01:10.061
But even if it is like I see

01:01:10.101 --> 01:01:12.103
the same video come through my feeds at

01:01:12.164 --> 01:01:14.686
times, it's still an interesting video.

01:01:14.806 --> 01:01:16.027
If I watch it the first time,

01:01:16.067 --> 01:01:17.628
I'm probably going to watch at least some

01:01:17.668 --> 01:01:18.228
of it again.

01:01:18.768 --> 01:01:18.949
Right.

01:01:19.108 --> 01:01:20.550
Um, that's been a success.

01:01:20.570 --> 01:01:24.831
So you have so much content years ago

01:01:25.351 --> 01:01:27.193
that it's just not getting out there

01:01:27.233 --> 01:01:27.652
anymore.

01:01:28.114 --> 01:01:29.393
I would do the same on YouTube.

01:01:29.514 --> 01:01:31.175
I would download it from YouTube,

01:01:31.755 --> 01:01:33.755
delete it, make it unlisted,

01:01:33.797 --> 01:01:34.396
make it private,

01:01:34.436 --> 01:01:35.577
do whatever you want to do,

01:01:36.018 --> 01:01:38.239
and then re upload it and see how

01:01:38.278 --> 01:01:40.400
that kind of content performs.

01:01:40.440 --> 01:01:40.659
Shoot.

01:01:40.679 --> 01:01:41.679
I was just going to ask you something

01:01:41.699 --> 01:01:42.501
and then I forgot.

01:01:42.521 --> 01:01:44.742
Oh, I hate when that happens.

01:01:44.782 --> 01:01:45.742
I gotta write this stuff down.

01:01:46.422 --> 01:01:46.523
Um,

01:01:50.320 --> 01:01:51.842
We're at the top of the show.

01:01:52.802 --> 01:01:54.623
We're going live again tomorrow.

01:01:55.003 --> 01:01:56.445
Normal PT Breakfast Club.

01:01:56.505 --> 01:01:59.447
Dave's back.

01:01:59.827 --> 01:02:00.568
I'm excited for that.

01:02:00.668 --> 01:02:01.807
And then I will be excited to have

01:02:01.847 --> 01:02:03.710
at least some preliminary data of dropping

01:02:04.829 --> 01:02:06.130
twelve episodes in one day.

01:02:06.331 --> 01:02:07.172
I'll see what that does.

01:02:07.512 --> 01:02:08.833
Usually need a few days to really see

01:02:08.853 --> 01:02:10.273
what the analytics shake out to.

01:02:10.853 --> 01:02:12.574
I remember in early podcasting ten years

01:02:12.594 --> 01:02:12.775
ago,

01:02:13.315 --> 01:02:15.876
I could hit refresh every twelve minutes

01:02:15.916 --> 01:02:17.518
or seventeen minutes and you could watch.

01:02:17.639 --> 01:02:17.858
Now,

01:02:18.851 --> 01:02:20.673
I got to wait like forty eight hours

01:02:20.693 --> 01:02:21.635
to see how something did,

01:02:21.695 --> 01:02:24.599
which just shows you the change in size

01:02:24.639 --> 01:02:25.000
and all that.

01:02:25.019 --> 01:02:25.760
It's kind of wild.

01:02:26.141 --> 01:02:26.340
All right.

01:02:26.380 --> 01:02:26.742
Parting shot.

01:02:26.762 --> 01:02:27.382
What's your parting shot?

01:02:29.088 --> 01:02:30.088
We talked about a lot.

01:02:30.369 --> 01:02:30.670
You know,

01:02:30.710 --> 01:02:32.449
the bottom line is I think the people

01:02:32.489 --> 01:02:34.130
watching this, listening to this,

01:02:34.150 --> 01:02:35.291
you guys are doers.

01:02:35.351 --> 01:02:36.971
You guys are the kind of people that

01:02:36.990 --> 01:02:38.411
will get a piece of information,

01:02:38.871 --> 01:02:40.192
determine if it's useful.

01:02:40.331 --> 01:02:42.333
If it is, you will execute on that.

01:02:42.373 --> 01:02:43.793
That's why you're business owners.

01:02:44.054 --> 01:02:45.273
That's why you're successful.

01:02:45.554 --> 01:02:47.295
That's why you've done well your entire

01:02:47.355 --> 01:02:47.655
life.

01:02:48.175 --> 01:02:48.974
Keep doing that.

01:02:49.074 --> 01:02:50.074
That is the formula.

01:02:50.476 --> 01:02:51.856
There's no shortcut to it.

01:02:53.800 --> 01:02:54.561
I would say yes.

01:02:55.081 --> 01:02:56.842
And approach this from a scientific

01:02:56.882 --> 01:02:58.483
perspective, right?

01:02:58.563 --> 01:02:58.702
Like,

01:02:58.762 --> 01:03:00.083
twenty percent of the stuff that you do

01:03:00.123 --> 01:03:01.023
is going to give you eighty percent of

01:03:01.043 --> 01:03:01.403
the results.

01:03:01.824 --> 01:03:03.385
Which twenty percent, Jimmy?

01:03:04.324 --> 01:03:05.025
I don't know.

01:03:05.465 --> 01:03:06.226
Neither do you.

01:03:06.365 --> 01:03:07.666
None of the people in the big offices.

01:03:08.106 --> 01:03:09.027
You just don't know.

01:03:09.407 --> 01:03:11.206
So what's the lever I like to pull?

01:03:11.266 --> 01:03:13.387
Again, I mentioned the fit VP principle.

01:03:14.007 --> 01:03:14.809
I just did a video.

01:03:14.949 --> 01:03:15.528
Go look at it.

01:03:15.568 --> 01:03:17.150
It'll save you five thousand dollars in a

01:03:17.190 --> 01:03:18.269
marketing weekend course.

01:03:19.789 --> 01:03:20.630
That one lever,

01:03:20.909 --> 01:03:23.030
you can adjust pretty easily, frequency.

01:03:23.610 --> 01:03:25.472
And it will teach you a lot.

01:03:25.532 --> 01:03:27.311
You will get a lot of information by

01:03:27.391 --> 01:03:27.753
doing.

01:03:27.833 --> 01:03:31.193
Do, inform, refine, do again.

01:03:31.393 --> 01:03:34.394
So FitVP is your marketing principle for

01:03:34.434 --> 01:03:34.655
the day.

01:03:34.755 --> 01:03:35.715
All right, we'll see you tomorrow morning.

01:03:35.735 --> 01:03:38.376
We'll have more fake sponsors on the live

01:03:38.396 --> 01:03:38.596
stream.

01:03:38.635 --> 01:03:39.836
Enjoy your snow day, everybody.

01:03:39.896 --> 01:03:43.358
Enjoy your snow day.

01:03:44.277 --> 01:03:47.159
Tony Maritano on YouTube at Total Therapy

01:03:47.199 --> 01:03:47.739
Solution.

01:03:47.780 --> 01:03:48.780
Find Dave Kittle at

01:03:48.820 --> 01:03:52.003
conciergepainrelief.com and on YouTube at

01:03:52.043 --> 01:03:53.304
The Dave Kittle Show.

01:03:53.523 --> 01:03:56.686
And follow Jimmy McKay at PT Podcasts on

01:03:56.726 --> 01:03:57.827
YouTube, the socials,

01:03:57.927 --> 01:03:59.708
and wherever you binge podcasts you

01:03:59.728 --> 01:04:01.389
pretend are for CEUs.

01:04:01.710 --> 01:04:03.150
And hey, just a reminder,

01:04:03.630 --> 01:04:04.952
none of this was for advice.

01:04:04.992 --> 01:04:06.393
This was for entertainment only.

01:04:06.733 --> 01:04:08.114
Our lawyers say that counts.

01:04:08.193 --> 01:04:09.094
Thanks, Keith.