There we go.
Doing the fun,
upbeat intro today on Thursday,
November thirteenth.
Dave comes back from vacation.
This is what happens.
This is what happens to people.
You go on vacation.
Your body is like, this is great.
This is what life should be.
This is awesome.
And then you get sick.
Because you get jammed back into the real
world like a car crash.
Tony, good morning.
All the letdown,
like catching up on sleep,
catching up on all that stuff.
It's how it's supposed to be.
Good morning.
I am on my second espresso this morning
because I made my first one.
I've got an espresso machine.
I do the same thing every morning.
I'm a creature of habit.
I'm nothing if not predictable.
And I did everything with the pot and
the disc and the disc.
And then I walk away and I hear
the machine and I'm like, oh, I'm early.
I'm going to be there before Tony.
I hear the machine.
It finishes.
I turn around.
The machine's done.
I never put a cup down, Tony.
Ah.
That's where I'm not really a creature of
habit.
So I had to make another one,
but we're one deep.
It's PPS week, Tony.
I know.
We're not there.
And I think it was two years ago.
I think I pitched a crazy idea on
this podcast.
If we had interns right now,
I'd be like, go back, find the tape,
find the transcript,
bring up the clip right now where Jimmy
said, you know what we should do?
We should live stream from there.
and i i love using like examples from
similar things like do the pat mcafee show
live from pps every damn day because i
don't know what it is fifteen hundred
people go to the pps conference a lot
of people can't because they're running
their own business
they can't just take off two or three
days because of it.
Right.
There,
there are the people who might need it
the most who ironically can't go because
they can't afford it.
Time, money, whatever.
Um, sometimes family obligations.
Right.
But what if you could live stream it
and give them a little bit?
If I were PPS, I'd go,
let me give everybody a little bit.
Let me give everybody like I'm aunt
Annie's pretzels.
I'm gonna give them a little tastes until
they're like, ah,
just wouldn't hit your lips.
Now I need to go.
Um,
And I said,
let's set up a broadcast studio and stream
live.
And one of my biggest problems is I
like to throw ideas out and I'm
desperately waiting for someone to go,
yes.
And then we lock arm and arm like
Hansel and Gretel and we go do the
idea, right?
But what people like Tony show me is
like, you have to just take the idea.
You have to just go.
Like no one's coming with you.
No one's going to clap until you succeed.
You should just do it.
And here's my proof of concept.
Thank you, prompt.
For proving me right.
This was one of their stories yesterday,
and it came up, and I was like,
wait a minute, what's that?
They did half my idea anyway,
and I'm betting they're going to do the
other half, or they should be.
And the image I'm showing on the live
stream is of like a podcast studio or
a video studio, full interview set,
looks like Oprah, boom mics.
There's like one, two, three.
I see three people off camera.
essentially creating media with one on-air
host and a guest.
So this was like, you know,
nobody had called me crazy for doing this.
No, people did call me crazy.
I pitched this to several people looking
for them to fund us to go,
not even to make a ton of money.
I was just like, just cover it.
I'm telling you,
this is going to be proof of concept
and everybody's going to be doing this two
to three years from now.
And we're not there yet,
but I think we will be.
So what are your thoughts when I shared
this in the group chat?
First, for people that can see it,
I swear that was you.
I thought that was you holding the boom
arm for the mic.
I've never seen Drew,
so I assume Drew is the guy at
the camera.
I was like, wait,
I know Jimmy's not a PPS.
What is going on?
What am I missing?
I think the thing with this is Prompt
made it work.
Prompt didn't wait for APTA.
Prompt didn't wait for somebody else.
I'm sure somebody in Prompt just was like,
let's just go do this.
We're going to set it up.
We're going to pay for it all.
We're going to do it all.
And this goes back to like the
conversation we had on Tuesday.
This goes back to conversation every
therapist has had when they're talking
about marketing.
Like you can't make an ideal client do
what you want them to do unless they're
already doing it.
You can't make,
you can't make an ideal client,
your ideal client.
You can't make them do something unless
they're already doing it, you know?
And like,
I can sell a treadmill to somebody who
wants to walk.
They're not going to walk.
Joey Albert in the other day said
something about people selling wellness.
We know that it doesn't work in the
sense that people aren't just all of a
sudden going to become healthy.
smokers know they shouldn't smoke like
these are things if i want to sell
golf training i sell it to people who
are already buying golf training if i want
to sell a bmw i sell it to
somebody who already owns a mercedes i
don't sell it to somebody who's riding a
bike you know so this
I'm sure,
and now I'm putting words in their mouth,
I'm sure the APTA has known about digital
media for decades.
They've never really invested in any of
it.
Prompto was the one that said,
I'm guessing.
We'll take on the responsibility.
We'll take on the cost because this is
what's important.
We're going to make you do it.
We're going to drag you kicking and
screaming.
But they get all the roses then because
their prompt is going to – this is
their IP.
They're not – they might say we're live
from PPS, but, I mean,
they might be nice and give them some
stuff to share.
Dead honest,
even if they gave them some reels to
share to PPS,
I don't know that PPS would share them.
Right.
It's the funniest thing.
So I pitched the idea –
i'll give the full pitch again so i
can say i did it in twenty twenty
five and hopefully we're doing something
i'm gonna immediately start working on
this and maybe it's i don't know maybe
it's prompt because again following tony's
paradigm you don't try to sell it to
someone who's not doing it they've already
bought in so jump okay so the pitch
was
And I don't know that it's the case
this year, but if you're at PPS,
I would like to know.
In the hall where all the sponsors were,
where Tony and I were walking around with
just phones last year doing quick
interviews,
there was this secondary stage in the expo
hall.
And from my understanding,
if you were a sponsor of a certain
level,
you got to pick a half hour block
to sort of do an impromptu presentation.
A lot of people took the opportunity to
sort of turn it into a pitch.
Right.
If you're an EMR, if you're a product,
they had some flat screens for you to
plug a laptop in and do some to
have some slides or whatever.
And there was a microphone.
And I was standing there.
But remember, it's a busy room.
And there was no one saying, hey,
everybody, now it's time.
It was, in fact,
a time when the expo hall was open.
So you were – it was a busy
room.
It was like trying to get people in
Times Square to pay attention,
which is fine.
It was right around lunchtime because I
remember I had a plate with lunch on
it.
Yes.
Yes, yes.
So they were doing that all the whatever,
two to three days of PPS.
My spin for PPS,
this is what I pitched PPS.
I said, hey, listen, keep that.
Give added value,
which in marketing talk is like free stuff
for what you're already paying for.
It's going to make the value side feel
higher.
So what I said was,
I'll come down there.
You can give these companies who are
allowed to walk on stage an option of
having the stage completely to them.
Maybe they have a really well-spoken CEO.
Do your thing.
Or you can have someone like me or
Tony or Dave come up there and be
your host, be someone to play against.
Give me six questions.
I will ask them to you.
So all you have to do is answer.
We both know that's easier and it flows
better and doesn't take a lot of practice.
Hey,
these are the six questions you want to
ask.
Great.
You know what?
I'm going to right now,
I'm going to go to AI.
I'm going to write a quick intro for
you.
So now you walk up and you're the
hero.
Jimmy's the guide.
Right.
And then I said to PPS and then
we can I'll bring the equipment.
I'll bring the drew and we'll live stream
this because now follow me,
mathematicians.
There are more people not at PPS.
than there are at PPS.
And right now,
you have the people at PPS as nickels.
You've got all their nickels.
They paid for the ticket and they're gonna
go to the things at night and the
sponsors are glad to have them.
Except mathematically,
there are gajillions of more people not at
PPS.
So how do you own some of their
eyeballs?
How do you make them so FOMO that
they want to come next year or two
years from now that they look at it
like a thing that I'm going to save
all my nickels and eventually I'm going to
go to PPS one day.
One day I'm going to go to PPS.
I've got my PPS poster on the wall
above my bed.
And I pitched this and everyone sort of
looked at me.
And again, this happens to me a lot.
No one said no.
No one said yes.
Everyone's like, yeah, yeah.
They sort of look at it like a
turd on the carpet at Thanksgiving.
Like,
I don't know what we're going to do
with that.
I'm not going to touch it,
but I'm not going to say it's a
bad idea.
So I'm not knocking PPS either because no
one else is doing this.
This is asking them to jump three or
four or five steps.
But I'm telling you in twenty twenty five
and we said it last year in twenty
twenty four, this will be a thing.
And we're looking at prompt doing,
I think,
eighty percent of the thing right there.
This looks like they're not.
It looks like from what I'm seeing in
their equipment, they're recording,
not live streaming.
Still a power move, in my opinion,
just my opinion.
Yeah,
I think what you lose and what we
see there, it's obviously produced.
It's going to be like,
highest definition and perfect audio and
all that stuff, you lose the authenticity,
you lose the relatability.
Don't turn it into just another APTA
commercial.
They've been doing that for decades.
None of that has ever worked.
Let's bring in social media,
true social media.
Let's have conversations.
Let's really talk to people as opposed to
record the interview.
I don't know if they're going to do
both.
We'll see.
The funniest part is,
so I have to yes and you.
The other thing you're losing is it's
November thirteenth and they're shooting
on November twelfth and thirteenth and
fourteenth.
This won't come out for two to three
weeks.
A week if you're lucky, right?
The funniest part.
So, like, I mentioned this yesterday.
Dave's a big baseball fan.
I'm a baseball fan.
You're a baseball fan.
You tell me that this game was recorded
two days ago, I suddenly lost interest.
If I'm scrolling and I'm like, oh,
Yankees are playing Blue Jays, I'm like,
cool, from two days ago.
I'm like, I'll just go, hey, Siri,
what was the score from the Yankees-Blue
Jays game two years ago?
They lost.
Moving on.
I'm good.
Got the result.
So there is I got to talk to
my friend Jamie, the psychologist.
There's got to be like some sort of
like already proven idea of why this has
value in the moment and has less value
in the moment later.
I don't know what it is,
but it's there.
So you lose that.
And then three weeks from now, moving on,
the news cycle changes every five to six
days, right?
You miss the opportunity to capitalize on
PPS week.
Turn PPS week into fucking shark week,
right?
Steal an idea,
do the Pat McAfee show live from PPS.
That's one way to steal something that you
know,
a familiar concept in an unfamiliar place.
Steal Shark Week.
We're going to release a full length.
You had to be recording this two to
three months ago.
We're going to release full length pre-con
lessons from PPS.
We're going to be releasing them all week
leading up to PPS.
I don't know, man.
This feels like a miss.
I feel like five years ago I needed
to rant and rave and no one would
pay attention to me.
I feel like in twenty twenty five.
I don't know.
I think I have more people agreeing with
me than disagreeing with me now.
And I have to try less.
Since we're on the topic,
there are two kind of APTA related posts
worth discussing.
One is a conversation that's going on on
TikTok about PTs moving into primary care
programs.
Physical therapy.
Have you seen some of the doctors,
like physicians, MDs,
and other healthcare providers and their
interpretation of the way they read PTs
becoming primary care providers?
No, but I love where this is going.
I'm sure you figured.
Yeah.
Once again,
we had to figure out a better way
to communicate.
Guys, come on.
And I thought the same thing.
When I saw PTs want to be considered
primary care providers, to me,
primary care is my medical doctor who does
my blood work, who checks my prostate,
who does all of these things.
It is not the physical therapist.
I understand PTs want to be able to
order imaging,
PTs want to do other things,
and we want direct access,
true direct access.
The underlying message that not enough
people talk about is if we do get
reclassified from an insurance
perspective,
our co-pays go from specialist to primary
care provider,
and it's usually a lot less.
So a fifty dollar co-pay might go to
twenty five.
But in the media,
that's not the way it comes across.
The way it comes across is physical
therapists want to be your medical doctor
and want to do all of the things
that your primary care medical doctor
does.
And then, of course, PTs are shocked.
They're there, you know,
across social media.
They're like,
I can't believe you didn't read the
article and you didn't research.
Oh,
nobody is going to research past the
headline.
Be happy we read the headline, man.
So, I mean, I get it.
We fought for direct access.
We got direct access.
It's not what we thought it was going
to be.
Now we're fighting for something we're
calling primary care.
There's got to be a better word for
that or name for that or even primary
musculoskeletal care, you know,
something like just what are you?
They used PT first for a while.
I mean, I love Angela.
Just had her on my show.
We should be messaging.
We collaborate with primary care
physicians as primary care MSK providers.
Except you can't say that in a headline.
So, like, I agree with you, Angela.
Tony and I are saying we agree with
you.
It needs to be messaged better.
Like, quite literally, not, like,
the message better,
all the different moving parts in the
background.
Quite literally,
it should start with the message.
Mr. Beast is famous for this.
Why are we talking about Mr. Beast?
We're talking about doctors and smart,
serious people.
Because he understands if he can't write
the headline,
if his team can't design the thumbnail,
they don't book the set.
They don't make the video.
And that's the first couple of times I
heard that I was like, that's ridiculous.
And the more you look at it,
it makes complete sense.
If you can't walk into a Hollywood studio
with what's called a log line,
one sentence that explains the whole damn
movie in one sentence, that's ridiculous.
You can't explain a whole movie in one
sentence.
Sure you can.
Give me a minute.
I'll bring up all the,
I'll bring up fifty log lines of the
top fifty movies from AMC and you'll know
every single movie from the log line
because if you can't see it,
No one's going to fund it.
So I agree with you here, Angela.
We should be messaging.
We collaborate with.
And I know Angela is probably screaming
like what I meant was and I agree
with she's ridiculously smart.
We collaborate with primary care
physicians as primary care MSK.
It's just too long.
Okay, so she's agreeing.
They want the collaboration.
So we do agree this is a messaging
problem, which is a good problem to have,
except we sort of let the cat out
of the bag now.
And now you got to wash the stink
of this off to then put that on.
My only problem was a PT was probably
in charge of messaging this.
And I say that with all due respect.
You wouldn't want a marketing person in
charge of your PT.
That's my guess.
This started in Utah, right?
I think they were the first state to
classify physical therapists.
I think what you said needs to be
reiterated because this permeates every
aspect of life.
Mr.
Beast doesn't make the video if he doesn't
have the title and the thumbnail already
done and already perfect.
I won't get into a business unless I
know that the business that I can easily
communicate the value of the business.
I can sell it in a word or
two.
Like I have the social media.
It's a social media attractive business.
I would not get into it if I
didn't have those things in place already.
Testing or, you know,
focus groups and stuff that that just
never works because you're collecting a
bunch of people.
They kind of know what you're looking for.
It's a biased audience.
I don't necessarily have the answer,
but I would definitely say if somebody
came to me and, you know,
my litmus test is my wife.
My wife has been a P.T.,
Thirty years, twenty something years.
She came out of the bachelor's programs
like she's an amazing therapist.
I would have told her, hey,
what if I called you a primary care
provider?
She would have she would have hated it.
She would have flipped out.
She's like, that's not what I do.
I am a physical therapist.
So I don't know.
I just think we reopen the whole you're
not a doctor argument.
You're a doctor of physical therapy.
You're not a doctor like this.
This whole wound is open again.
It's just going to get worse.
This could be a great idea ruined by
the message about how it's communicated.
Just so happen to see a video from
Jess.
Is it Jesse Cole?
He's the guy.
He's the Savannah banana, right?
Cole.
Yeah.
He got his first shot managing like a
single A team or something like that at
twenty three.
And he was like,
I shouldn't have done it like twenty
three.
You don't get to be a GM at
twenty three.
And he gives props to the guy who
gave him that shot.
And he said this guy was very smart.
And I think the lesson that the guy
gave Jesse from the Savannah Bananas is
important here.
Jesse would say,
I want to do a game night on
a Tuesday and I want to have a
grandmother beauty contest.
ridiculous.
I want to do a dig to China
night where we bury a treasure in the
infield.
And at the end of the game,
we let people come out and dig up
the infield.
I want to start a game.
I want to start a baseball game at
midnight and I want to call it midnight
madness.
So you, this,
so Jesse was like Jimmy pitching to the
guy looking for his approval.
Jimmy desperately seeks approval.
So Jesse,
the problem was he was pitching to this
guy.
And the guy would always come back with
a question.
Well, I don't know.
What do you think?
So now he gets the ball back over
the net and goes,
you're now responsible for this idea.
Because if Jesse pitches to his boss and
his boss says go for it,
his boss is the one that is responsible.
Boss pushes it back to Jesse with a
simple question.
What do you think?
How do you think this is going to
go?
What's it going to cost?
Are we going to make that back?
And then some,
is this going to move the needle?
Is this going to turn average fans into
raving fans?
So he always pushed back.
So I think what I'm getting at here,
long winded story for a short comment is
if someone said we're going to be primary
care providers,
what do you think the rest of the
world is going to read when they,
when they read that?
When they read that, who's they?
Quite literally everybody except for you.
Is this clear?
Is this devastatingly clear?
If the answer is not one hundred percent,
hell yes, you don't do it.
That's what Mr. Beats is saying.
If I cannot understand what I'm going to
get,
if I give you a push play and
five seconds,
are you going to earn my five seconds?
After that,
are you going to earn ten more and
ten more and ten more?
This is confusing.
I'm not saying it's wrong.
If you boil it down, we are primary.
Got it.
But it's not clear.
This is Angela's thing,
but it's not concise.
And I would even say on the chiropractic
side, you know,
I think it's well established.
They are like the back pain people.
But there are some that are trying to
be what we would call primary care
providers, primary for low bat, whatever.
They don't really use that language,
though.
You know, they've positioned themselves.
Our challenge is we are so diverse.
Neuro, ortho, pediatric, geriatric,
like all of these different subcategories
and headings.
We've just lost any kind of brand outside
of, you know,
whatever the consumer heard from someone's
aunt or uncle.
Let me share this.
This was another one I wanted to mention.
So...
This has been floating through my Facebook
feed.
You know, APTA, new report,
administrative burden, thirty percent,
longer wait times for pre-certifications,
authorizations, things like that.
OK, so how do we take this?
We're not going to change it.
We can't control what the payer is doing.
How do we turn something like this into
an opportunity right now, like tomorrow?
I know you know,
what do we do for this?
What would I do if I owned a
clinic?
Who am I?
Yeah, you're a clinic owner.
You see this report come out.
You know that there are frustrated
patients.
You know there are frustrated providers.
You also know there's long wait times to
get into physical therapy in the first
place.
I would put up a digital LED sign
outside my clinic with the estimated wait
time to get an appointment in right now.
Or number of slots tomorrow.
Okay, so go ahead.
It would be updated in real time.
The person at the front desk would be
able to change that sign on the highway.
Or if you wanted to get real big
and real fancy, digital billboards,
I got a buddy I should bring on.
What you would think is like in real
IRL marketing is dead.
Of course it's not.
It's just a pendulum flow, right?
Everything was by digital ads and now it's
swinging back,
but you could buy a digital ad campaign
to cover several counties with that sort
of messaging and update the copy,
update the imagery in real time.
So we have dropped insurance contracts
when they moved to excessive burdensome
authorization requirements.
We're generally the only people in town
who accept all Medicaid plans,
but there was a Medicaid plan that
required the primary care, the doctor,
the medical doctor,
to actually submit the authorization
request for physical therapy.
Well,
there was no way they were doing that.
So we're like, all right,
we're just dropping it.
We don't get paid enough anyway.
But when I see something like that,
I go back to...
i can i can battle it i can
advocate i can do all of these things
write letters to my congress person try to
i i don't understand when the legal system
became what it is but i don't like
what it is or i could just say
hey if you're waiting on an authorization
for two weeks i can get you in
this afternoon you know here's the price
to come to physical therapy today right
now
Or wait two weeks.
If it's not a priority,
if it's not a big deal,
wait two weeks, wait five weeks,
go and see the in-network provider,
go and see the contracting provider,
let the insurance company pay.
You might have a copay, you know,
pay fifty bucks there,
pay one hundred and fifty bucks here,
but I'll get you in today.
I mean,
this is just opening every one of these
barriers is opening new opportunities for
smaller specialty providers,
niche clinics to say,
we don't have to jump through all those
hoops.
Come see us right now.
Come in an hour.
I'm ready.
Dom Draper would drool over an image like
this because he go,
what you're doing is you're showing me all
the pain things that if I can alleviate
them, I should.
This should be each one of these things
should be a campaign.
Prior authorization requirements can
negatively affect patient outcomes.
Can you get around that?
If the answer is yes,
run a campaign around it.
Wait times for prior,
like anytime there's a pain,
you should be living there.
So Angela says,
what about primary care for movement and
pain?
I think that's getting closer.
I don't know if that's the got milk
of physical therapy as primary care.
So I asked my best friend, ChatGPT,
And the fifth suggestion was close to
this, which was, I'll do the first one.
Move first.
We've had campaigns like that before.
The problem again is move is really
ambiguous, right?
It's super ambiguous.
What does move mean?
It's different for everybody.
Start with PT.
Not bad, but when, right?
That sort of leaves me open for a
question.
Get PT first, move forward.
APTA and other people have had campaigns
like that before.
Your first move.
Sort of like it.
It's cheeky.
You'd have to build...
campaigns with visuals and ideas around
it.
This is like Aaron Burr.
Remember the Aaron Burr commercial?
The guy was like calling in,
couldn't get it out, no milk,
he had the cookies in his mouth, right?
It showed the pain, like your first move,
you'd need to supplement that with-
Real men of genius,
the campaign from Bud Light, right?
Real men of genius doesn't make any sense,
but then you supplement it with something
else.
Think PT first,
very similar with get PT first.
And then the one that's similar to what
Angela just said,
is PT, first for pain, first for movement.
I like that.
If you would happen, Angela,
your primary care for movement and pain,
you can hear it now.
When Angela's what about primary care for
movement and pain is put next to PT,
first for pain.
I just butchered everything.
PT, first for pain.
first for movement.
When they're put next to each other,
they're very similar, but one is very,
very different.
One is a little more powerful.
So I don't know.
The names that come to mind for me
is I think of urgent care.
Like there's an urgent care center across
the street.
um urgent care to me conveys exactly what
it is like i can go there right
now it's not an emergency room i'm not
going there for medical management i've
got an acute injury i sprained my ankle
i'm just going to run over to the
urgent care a little clinic from kroger so
the grocery chain kroger has little clinic
inside we one of my boys is sick
he was sick
two days now we took him to little
clinic just to get a quick strap like
i know exactly what i need i know
exactly what i'm doing we have a family
doctor i'm not going to go to the
family doctor i'm just going to go to
the little clinic to get this quick thing
i kind of go back to there is
no single term that's going to address
All of us.
Right.
Like movement.
Movement is one aspect.
I love movement.
I love exercise.
But then you got somebody like Dave who's
more manual based, you know,
and we we've got you got these neuro
based therapists and we've got all of
these different subcategories.
But I think as soon as you put
the word primary care.
That is owned by the medical doctor
community.
That is not going to be an easy
mountain for me to climb over to try
and communicate to the general population.
We are not medical doctors.
Because you're going to need to have them.
It needs to be an unlearn campaign,
then a relearn campaign.
I'm not saying it can't be done.
I'm only thinking of one or two
organizations that have done it.
The first is Sunday used to belong to
the Catholic Church.
Now the NFL on Sunday.
That's a culture shift.
I can't think of another that's done it,
right?
Like this is simple, but not easy.
So that's the reason.
So I don't know, man.
I mean, we're doing this live here,
but PT, first for pain,
first for movement,
sounds like the idea that you could build
a campaign around.
Now that obviously-
Does not fit every physical therapist
though, right?
Not every physical therapist is there for
pain.
Some are for performance.
Some are for cardiovascular improvement.
Some are there, you know,
neuro issues where there's no pain.
So again,
this is where APTA sections and academies,
in my opinion, have strength.
Could there be an overarching?
That's what happens when you need to get
a campaign that encapsulates something
like PT.
It has to be watered down.
Because there's going to be someone who
goes, well, that doesn't fit me.
Look, that doesn't fit me.
Pediatrics, first for pain.
No, it's different.
It's similar, not the same.
Yeah.
Let's hit a new topic.
Any other thoughts on your end about a
topic you want to discuss?
Uh,
we can build E and M codes as
PCP and we can't build.
Yeah.
Can't build E and M codes like PCPs
around this topic.
I would say, uh, we can bridge.
If you want to find that video that
you tagged me in about the woman falling,
I was looking for that a second ago.
The ad.
Yeah.
The ad.
So here's the bridge between what Tony's
about to, uh,
to bring up and this topic.
If you wait,
and this is not a knock on APTA
or any of the components,
but if you wait for them,
whoever them is,
the bigger dog to do it and to
do it how you want it done and
to do it where it's impactful to you,
you'd be waiting too long.
Like there's no savior coming.
Did I ever tell the boat story?
I told the boat story.
I was,
I was doing my prerequisites in at coastal
Carolina university to go to PT school.
Cause why not?
I was, I mean, why not?
Like go do it in a beach town,
live with your dad for rent for free.
And I was, I was like,
but I don't sit still.
Well, I don't know that shocks you.
So I was like,
I'll be an ocean lifeguard and make eight
dollars an hour to get paid to sit
on the beach though.
So I'm doing that.
And they're, you know,
putting us through like training,
you know, it's, it,
Listen, if there's someone drowning,
swim as fast as you can,
as hard as you can.
Give them the buoy and drag them in.
But we were training on boats all day,
jet skis.
It was awesome.
And then the next,
so we're doing jet skis,
and they're flinging us around on jet
skis,
and we're jumping off boats like we're
Baywatch,
and they taught us how to run in
slow motion.
And then the next day, we come there,
and the guy,
and I won't do it because I can't
do a South Carolina accent,
but the instructor was like,
you see that buoy out there?
thousand yards out and we're like yeah
kinda and he's like your job today is
your training today is go touch the buoy
and come back and one of the kids
who was all hopped up on boats and
jet skis was like where he's looking up
and down the shore where's the boat and
the guy just like takes his like baywatch
sunglasses down and just goes you're the
boat get swimming so that's my lesson
which no one's coming
There's no boat.
There's no rescue, right?
So if you want this message differently,
if you're not happy with this and you're
like, well,
I'm going to bitch about it on Facebook.
I'm going to podcast about it.
It's not going to change.
You need to listen to that,
but then you need to do something about
it.
All right.
So this is someone owning their message.
All right.
Go ahead and share the video.
Like share it.
I'm going to turn on the audio.
And then just a random, you know,
roller massage thing for your back.
You've got the like soothing background
music, kind of elevator music.
You've got the mom,
the child on the floor.
She's bending over, coming up in pain,
grimace.
She falls back onto this massaging device
and she's just instant relief.
Like I look at this as an ad
and they do this for multiple things.
It's not just the mom.
They do this for a truck driver who's
getting out of his truck.
They do it for a golfer who's swinging
a golf club.
I'm like,
I still don't see physical therapy ads
that look like this,
that clearly convey a message.
It's your back hurts.
We have the solution for that hurt.
And it's as simple as laying down,
you know, like that's it.
They never even said, does your back hurt?
They said it with her face.
That's where the power,
that's the inception moment.
Look,
she stood up from playing with the kid
in one point five seconds,
had that look on her face that we've
all had.
She held her back like we've all done.
And then she fell into this roller.
Tony,
how many how many rollers are included on
that device?
How many amps of power?
How many patents go into it?
How many whatever?
How many levels of the spine does it
touch?
They don't mention any of that.
You want to know why?
No one freaking cares.
They care.
Am I going to feel that look on
her face without this device and look at
her in the end?
They don't need to say,
I went to school for thirty seven years
to be an engineer before I designed this
device.
They said a lot.
without saying anything.
And they only said the important thing.
And the things that they said were about
the woman in the ad and the woman
in the ad is that's me.
It's a personification.
I see that.
And then they did a different ad for
truck drive.
Oh, look at that.
They didn't try to make one ad appeal
to everybody because that doesn't freaking
work.
So she is the audience,
this part of the audience and the truck
driver is the part of the audience.
Tony, if you're not a truck driver,
let's say you're, um,
A guy who, a construction worker, right?
You don't drive trucks all day.
You can sort of see yourself in the
truck driver though, right?
That's close enough where you understand
the association.
Maybe you're not a stay-at-home mom,
but you have kids.
You can see yourself in that audience.
That's the important message.
What are you sharing now?
So this is another clip.
I'm going to let it play the audio.
Let me get over there and hit unmute.
This is Neil Patel.
First, if you're a creator,
become known for something specific.
Pick a niche and become the undisputed
expert in that space.
Second, if you're a brand,
stop chasing follower counts.
Partner with people who have real
authority in your industry.
Third, explore co-branded products.
The future isn't just endorsements.
It's customized products built in
partnerships with experts.
Expert-driven personal brands will
dominate in the future.
Try number six, virtual influence.
So taking a page out of Jimmy's book,
I can say things a million times.
Nobody cares.
Maybe if Neil Patel says it,
people will listen.
He just iterated exactly what we've been
saying for over a year now.
There was influencer marketing,
then there were virtual influencers,
AI generated influencers.
He's saying, look,
people are sick of that.
Nobody wants to see some twenty year old,
you know, drinking a latte.
They want to hear from experts.
That's us.
licensed, insured, credentialed.
They want experts to give them the
information that solves their problem.
You can do that on social media.
You can connect products to it.
You can make money that way.
Or you can directly collaborate with the
product company.
Come together to create the product that
the consumer needs to solve the problem.
And so this is where like Joseph Lowe,
Pure PT Supply,
he and I came together on a pulley
system because I had been doing pulley
stuff forever.
Now I have approved by a physical
therapist or whatever it says on the box.
My image is on the box.
We have a collaboration in place.
This pulley is on Amazon right now.
I got an inbound message from a company,
two developers out of China,
but they weren't Chinese.
They want to create a new lift chair.
I became the lift chair guy.
I didn't take a course to become the
lift chair guy.
I didn't get an APTA certification to
become the lift chair guy.
I said, oh, these are cool products.
I'm going to check them out.
I used them.
I liked them.
I started creating content.
All of a sudden,
I'm the lift chair guy.
These two developers came to me and said,
hey,
we want to put a new lift chair
on the market.
We want to hire you.
We want you to be our consultant.
And we want you to be the face
of the lift chair.
Now,
I said no to that deal just because
they were in China.
I'm in the US.
They had nondisclosure agreements.
It pushed me way beyond my comfort zone
from a legal perspective.
But it was an amazing offer.
They were offering great money.
They were offering me great support.
I just I have more to lose than
I have to gain at this stage in
my life.
So I said, no,
I'm not the right guy for you.
Go find another therapist.
But, you know,
Neil Patel is saying SEO is not dead.
It's just changing.
People are looking for experts and
expertise.
They want to consume that information.
It's better to have fifty thousand
followers who value your opinion instead
of fifty million followers who are just
looking for entertainment.
What are you doing about that?
Yeah, I was just thinking, number one,
it was good for those engineers to
understand what they were good at and
where their expertise stopped,
where their domain of expertise stopped.
Tony's not in there with the little things
that soldering iron.
He's not doing that to design a lift
chair,
even if you were the lift chair expert
in the United States.
you're not the engineering lift.
Now pairing would be good,
but they understand Tony knows how to
like, number one, you've got authority.
You can say I'm a physical therapist.
Like that means something, right?
You don't have to, but that does help.
That's like, you know,
it's like having the soldiers with all
their patches and what each of those
things means.
It has authority, but then you're also,
you're,
but you couldn't take the average PT and
have them do what Tony does,
which is now I'm going to convey a
message clearly and,
concisely to get people to,
and I'm going to use these two phrases
again, which I've done before.
Picture them in your mind, pay attention,
spend time.
Look at those two phrases, pay attention,
spend time.
What do you, what do the engineers want?
They want your attention and they want
your time.
What do they have to do to get
it?
Pay and spend,
not necessarily always dollars, right?
But effort.
If Tony makes
in someone's time.
Maybe there needs to be a third phrase,
like invest, pay attention, spend time,
invest in relationships.
I don't know, like something,
but they recognize what they were good at.
They got this great lift chair.
How do we get people to want it?
Is the world, is the internet,
is this thing busy?
Is this noisy when I look at these
things?
Yes.
You have to cut through that.
That's a skill.
That is communication.
One-on-one.
Oh, I want to say happy birthday.
Got a text message.
This is where the world is weird.
Amy McDevitt from AOMT.
She's just like, hey, on social media,
we're birthday buddies.
So her birthday was yesterday.
Amy, we're doing birthday shout outs,
Tony.
We're a regular morning show.
the the other person in that field gary
vaynerchuk gary v he was out yesterday
saying again if you have even a modest
audience you know ten thousand was the
number he used we're talking to somebody
who's got tens of millions but he said
look even if you have ten thousand
followers subscribers you you literally
could be making a million dollars in the
bank account by next year
If you just go to now his big
push lately has been live social selling.
Go on TikTok, go on,
I think his platforms, whatnot.
I've never used it.
You had an experience buying something on
a new platform that I had never seen
before.
We can discuss that.
Yep.
But the idea here is our credential,
right?
For me, the two letters for you,
the three letters after your name,
It has different value in different
settings and for different purposes.
Back to the example,
I can get a glass of water from
the kitchen sink for pennies.
I can buy a bottle of water from
the grocery store for a quarter.
I can go to the Reds game and
it's six dollars for a bottle of plastic
water.
My credential today worth exceptionally
more.
promoting, sharing information,
sharing my experience,
helping individuals that are never going
to be a patient of mine connect with
the solution to the problem they have,
whether it be a product or a service,
that is where the highest value of my
credential is and my experience.
It is not what I'm going to go
do in an hour and treat patients
one-on-one.
That is not the highest value that I
could deliver.
Angela, again, chiming in,
talking about what we were a second ago.
She says, AEO,
answer engine optimization versus SEO.
She's close.
The industry term now is SEO, right?
Search engine optimization.
Tony was just talking about that.
I was looking at something on LinkedIn.
Somebody sent me a job description,
and it said,
It said SGO.
Do you know what SGO?
It should be GSO,
but it was SGO because they wanted to
be like SEO.
Generative search optimization.
Essentially,
can you create an article that when it's
or when it's ingested by artificial
intelligence, now you're in the running.
And again, in the running is binary.
There are no silver medals a lot of
times now going forward.
There's no bronze.
There's no pewter.
There's no fifteenth place.
It used to be if you were on
page two of Google, you were...
Invisible almost, right?
If I'm looking for an answer, right?
Drive-in movie theaters near me.
You might as well be the fifty-eighth
page.
But now with generative search,
if I'm asking a specific question,
AI is going to give me a specific
answer.
Can you optimize for that?
Yes.
Can you rig it?
I'm going to say no or it's going
to be incredibly hard.
Can you optimize for it?
Experts are now selling this anyway.
It was the first time I heard the
term was this week.
I'm guessing you must be able to optimize
for it because otherwise,
how does the first term get selected?
And that's the answer versus the
fifteenth.
Yeah, AI is taking over SEO.
yes we're talking about it's not
necessarily dead but yes this is go i
mean i would love to see a longitudinal
survey of january june and december of
twenty twenty six if i ask you to
solve a if i ask you a question
you don't know the answer to what is
your first where's your thumb go it would
be like the thumb what is your what
is your thumb flicking are you flicking
google
Or are you flicking perplexity?
Or chat GPT?
So for me,
if I want to know what time the
coffee shop down the street opens,
I'm still looking at Google right now.
Ironically,
I look at Google Maps a lot because
that gets me to the hours and the
directions faster than going to the
website, reading the story of the barista.
I don't care.
If I'm looking for something,
anything deeper than that,
the answer is exactly what Angela is
saying, which is generative search.
Like that's how do you be the answer?
What do you want to go with next?
Uh, I was just trying to find it.
I can't,
I can't pull it up real quick.
Um, you know,
if you go into your Google analytics,
you can see like my main traffic drivers
to my website still being actually over
Google, um, being Yahoo,
but somewhere in here,
there's traffic from chat GPT.
And, uh,
I just can't see what the exact number
is.
It's off the screen.
But I would love,
and you're like a nerd in a good
way like that.
I would love to see over the next
twelve months when that goes from point
two percent to twenty eight percent to
sixty percent because we know it's going
to.
But most people listening will agree with
us and they will just not be able
to do anything.
They'll be able to do something about it,
but they won't do something about it
because it's effort.
It's one more thing.
I haven't even solved SEO.
Now I got to worry about AI.
It's like, yeah,
I got good news and bad news.
The world is changing.
That's bad news.
But it's changing for everybody.
So we're all in a similar boat.
Do you want me to talk about that
website that like blew my mind?
Yeah, let's talk about that.
So I take my dad out for lunch
on my birthday.
We're just two guys.
And I had the day off.
And we're sitting at the bar at like
noon, just having a couple of beers.
And I I'm doing something I don't normally
do,
which is I'm watching like the Kelly
Clarkson show.
Cause it was on in the bar sports
center was also on the bar or whatever
other sports channels,
but they had like the Kelly Clarkson show.
I have no idea what Kelly Clarkson is
even on.
Um,
And then it goes to another show.
Again, the sound is off,
but you're sort of watching people be
interviewed and whatever.
I'm watching football highlights from last
weekend and everything's going on,
but I'm watching the Kelly Clarkson show.
And then it shifts to another talk show,
right?
Similar format, guest, funny things,
whatever.
The funny thing is across three shows,
I was there for an hour and change.
I saw three different shows come on across
all three shows on the same network.
They all had products they were talking
about and they were promoting this website
and I had never heard of it.
And for the podcast listeners,
the website is Morning Save.
So all of them, every single show,
at some point,
somebody got up off the couch and was
like,
I'm going to show you these Eddie Bauer
fuzzy slippers.
And again, sounds off.
So I'm inserting a lot of commentary here.
But it's saying the normal price...
Tony, I could get you these slippers.
They're super soft.
Your wife's going to love them.
These are all plush.
Look at that.
And there's a bear on the top.
And one of them says mama bear,
or you could get papa bear.
Oh, you know what?
Get one for everybody in the family.
Normally, Tony, listen,
anybody else off the street wants these
slippers.
It's ninety eight dollars because they're
awesome.
But listen, come here real close,
real close for you right now.
Twenty five bucks.
And you're like, oh my God.
Now that's a regular morning show pitch,
right?
So there's a couple of things I want
to talk about.
Number one,
all three shows were pushing everything
towards one website, not three.
So this was the funnel.
This is a great idea.
And they're able to compound the
attention.
The second,
I don't know if I'll be able to
show it so easily,
was the user experience.
I had a couple of beers.
It was my birthday.
Am I in the market at any point
during that day for fuzzy slippers from
Eddie Bauer?
Not really until I saw them.
And then I was like, you know what?
I want to see.
Are these really twenty five dollars if I
go to the website?
By the time I realized if I was
or not,
I now have in twenty four hours,
I will have fuzzy slippers at my door
because I accidentally bought them.
The user experience from someone paid
attention from landing to this website to
checking out.
Did I need to did I need to
get up off my bar stool,
take my wallet out and look at my
card and insert it?
No, it was like,
do you want to do Apple Pay or
whatever other apps save my credit card?
They understood every every friction point
in the process from this is a great
microchasm.
From sitting at a bar stool watching to
purchase, everything was slippery.
So you didn't have to like put in
your shipping address,
put in your credit card number,
put in your date of birth.
Do you ever use like the apps?
Like PayPal does this.
It'll be like,
do you want to check out with like
Apple Pay?
And then Apple Pay has my credit card
information and my address and my name and
the secret code.
And it knows the code.
It's allowed to use the code because of
my face.
So I used that.
But had I had to reach into my
wallet and do whatever,
I most likely would not have bought the
fuzzy slippers.
But because, I mean,
I was going to say smooth,
This process from sitting on a bar stool
watching slippers that I had no intention
to buy when I walked in that bar
to ordering them and they're in the mail
already was slippery.
That's the term I'm going to use.
So the reason I'm talking about morning
save and Kelly Clarkson is,
is the process to land on the schedule
at Tony's clinic as slippery?
If it's not,
how do we make it slipperier?
If my process to get rebooked or get
another session with Tony,
if my kid gets sick and I got
to reschedule, if that's not slippery,
I need to make it slippery.
And if you're saying it can't be done,
morning save is selling slippers.
Like it can be done.
And you might say, well,
I'm a doctor of physical therapy.
What I provide is more important than
slippers.
Then why haven't you acted like it?
So in that Neil Patel clip,
not the one that I shared,
but the longer version of it,
He talks about this.
He talks about how all of these platforms
have gotten basically to just a single
click purchase.
They keep you on the platform.
Even Instagram now has in-app purchase.
TikTok has in-app purchase.
And when I go back to Joseph Lowe
and he's making a big push to try
and get PTs to sell more products.
I see the barriers,
the barrier in his mind.
Now,
I'm going to put words in his mouth
and maybe we'll get him back on and
talk again.
In his mind,
I think he's coming from e-commerce and
retail.
He sees how easy it should be.
Amazon, I click a button.
It's there like I'm ordering stuff every
day.
He's not making the connection because
he's not a therapist.
He's not in the therapy clinic.
It is a ridiculous amount of work for
me to freaking sell something so simple as
a shoulder pulley set.
You know,
my EMR is not a point of sale
system.
It's not designed for that.
I have to create codes to go into
the EMR.
If I want to track the money that's
coming in,
if I'm going to process the credit card,
like all of this stuff,
it is a nightmare even to this day.
And we've had this conversation on the
show.
I think the future...
I know the EMR guys.
They're working like crazy.
They're working as hard as they can to
create the best product they can.
I still think they're all going in the
wrong direction.
And so...
Give me an EMR that's just like two
fields, three fields,
especially with AI scribes now.
I don't need ninety thousand boxes.
I'm not going to give every range of
motion measurement in a separate box and
blood pressure in a separate box and all
of these things in separate fields.
Give me one field.
I'll throw everything in there clinically.
But make it a frictionless environment.
You know,
I had a guy text me on Thursday.
He wanted to come in.
He got hurt playing pickleball.
I ignored the text.
He texted me again on Friday.
Friday, I only work till noon.
I was like, it's eight o'clock now.
If you can get here by nine forty
five, I'll see you.
That literally just done on text.
That's the way it should be.
But now what I have to do is
go into my EMR,
click on a screen to get the calendar,
click on a spot on the calendar,
click on the time on the spot on
the calendar.
It is so many clicks just to create
an appointment and then I have to put
all this information in there.
And I understand it's high compliance,
high regulation, all this kind of stuff.
But like the future EMR,
it's going to be frictionless.
I'm going to sell stuff.
I'm going to have digital appointments and
people can book for themselves.
Like all of these things.
I just, I can't,
I don't know if I'm going to be
alive by the time that ever comes out.
I think you will.
Here's why.
It's just moving faster and faster.
EMRs now,
this is not a thing of the future.
They've got, do you have a kiosk?
You don't have a,
you're not the kiosk guy.
You want...
I should.
I don't.
You will.
And here's why.
Because the EMR that you're going to use
now is going to invent one or you're
going to shift to one that has.
And all Tony's going to have to do
is buy an iPad and put it on
a stand.
Right now,
the kiosk probably has seven fields.
Name, address, insurance number, whatever.
Too many.
The kiosk of a year from now is
going to have...
an AI person talking to you, right?
It's gonna scan your face.
Welcome back, Tony.
Or hi, who are you?
I don't recognize this person.
Hi, who are you?
How can I help you today?
You might actually do it in a booth
and not in an open area so it
can ask you some specific questions.
It can ask you the initial subjective
evaluation.
Why not?
Why not get the first pass?
It's a subjective in the waiting room.
Do it in a booth.
So it's a little bit more private is
what I'm saying.
But get that information.
Hey, what's your insurance card?
Do I need you to like take it
out and read it?
No,
why don't you just hold it up to
the camera and it'll scan it, right?
Don't have it.
Don't worry about it.
I'll get to it.
Flag that in the EMR.
We need their insurance information that
wasn't received at the kiosk mode.
Like the stuff I'm coming up with right
now,
I don't think I'm the first person to
think of these things.
They're being done right now.
The fact that they're not everywhere
should anger all of us.
Ben is a hundred percent right.
Structured data, you know,
everybody wants structured data.
It does make things easier.
It does make things better.
And look,
I'm just coming from my perspective as a
small private practice owner.
If I had a hundred clinic locations,
a thousand clinic locations,
if I had a different kind of business,
there might be things that I need that
these EMRs are providing.
And I am not,
I am far from the ideal EMR client.
Like I am the worst of the EMR
clients.
So all of that being said, you know,
is there a market then for somebody to
come out with an EMR?
That's just economized down to, okay,
what are we going to do for somebody
doing under a million a year?
It just needs bare bones,
but the focus is going to be on
these priorities.
right you know again when i go back
to before the emr i would do a
um like an excel spreadsheet that wasn't
connected to the internet man it was
lightning fast fast to like copy and paste
appointments and i can pull all that stuff
up together you know so um
This is available today, like you said,
not five years.
Yeah.
I'm not inventing like, oh,
there should be a thing where a camera
can read numbers on a screen and absorb.
It's like whenever you do a checkout now,
you just hold your credit card up to
the camera.
And what are CDSs?
I don't know.
It's saying the more you can layer AI
on top of it for CDS.
I'll have to Google-ize that, or Ben,
if he's still watching in real time.
Yeah.
Yeah, agree.
Single practice,
I would use ChatGPT and Microsoft Word.
He's not wrong.
I mean,
that's pretty damn – it's more powerful
than an EMR was a year ago.
Now, EMRs with AI should be,
but a lot of times a lot of
EMRs are like –
You know,
if you came into my house and you
were going to put central air in and
it didn't have it,
you're going to have to blow out the
guts.
You're going to have to, I mean,
sheetrock is going to be everywhere.
The EMRs that have been around for two
to three years who started with AI,
in my opinion,
are going to have an advantage because it
is about slipperability.
It's about smoothness.
That's the thing people are looking for.
Now, again, I will say the EMR today,
it allows us to operate.
We would have paid three salaries,
you know,
to accomplish what I do with one kind
of part-time salary, you know, like one,
three quarters of an FTE.
So the EMRs have come a long way.
I applaud what these guys have done.
I don't see as much of it because
I'm not on the back end.
I'm not on the billing side.
The people doing the billing,
they love it.
They appreciate it.
But it's still not it's still not where
it needs to be for frictionless like
schedule anytime.
But and then again,
a million caveats today.
Look,
I don't I don't need a structured
schedule.
I don't need you to show up.
I had I had a patient I pulled
into the parking lot at seven thirty.
Patient was scheduled at eight.
Like, what are you doing?
Let's go get in here.
Like, come in.
You don't need to wait for the minute
of your time.
People are like,
I got a guy coming in today.
Bus driver is like, well,
I finished my route at nine thirty.
Then I pick up my next route at
eleven.
I'm not sure exactly when I come in.
I tell him every time I click.
Come in after nine thirty before ten
thirty.
We'll see you.
You know,
so like I am not the typical environment.
I am not the typical practice.
I've employed those therapists who are
like,
I won't see you until the minute your
appointment starts.
And if you're two minutes late,
I'm going to reduce your treatment time by
two minutes.
That's not us.
That is a lot of what therapy is.
So nobody is going to build an application
for me.
Right.
I'll say some,
something somewhere needs to be, you know,
changed.
Ben was saying he was helping me out.
Uh, CDS critical decision support.
So,
know if you see if if you if
you select a template for a knee eval
it might give you like a cpg in
the future if you're using if you're using
when you're using an ai scribe if it
hears something it might flag that's a red
flag when that person mentions calf pain
after surgery you might want to of course
could just be a reminder this is not
saying that the therapist wouldn't pick
that up but would a would a hundred
out of a hundred therapists picked it up
if the answer is not a hundred out
of a hundred having a little pink
So we've got a minute left,
but here's a crazy idea to think of
the future.
I think the smartest EMR organizations or
billing revenue cycle companies,
why they're not, and maybe they are,
but I just wasn't seeing it,
why they're not hiring or making
consultants out of actual billers is
Confuses me.
Not a focus group.
A focus group is a bitch session.
It can be helpful, kind of.
I've never found it.
I call those things Frankensteins.
When we tried to do creativity and focus
groups,
what you walked out with was an idea
that appeased eight people.
It's a shitty idea.
You watered it down.
It's a Frankenstein.
It looks like a man,
walks like a man,
doesn't talk like a man,
it's not a man.
But you know how many times I talk
to people who actually do billing in
practices and I would be walking them
through and they're like, yeah,
but does it do this?
Does it do that?
And I had to say no or not
yet or hadn't thought of that where I'm
like, damn,
if I could say yes to every one
of those, you don't have to sell anything.
Give me your top ten bitches about the
thing that you're using now.
Bang, bang, bang, bang, bang, bang, bang.
I'm going to sit down.
We're going to walk through this.
I'm going to remove every one of those.
And then you tell me why we shouldn't
be doing this right now.
Parting shot, Tony.
Parting shot.
Your expertise has far greater value on a
one-to-many framework than a one-to-one.
So there are lots of ways for you
to reach people that would never be able
to work with you directly,
but you could still benefit them,
impact them, help people.
And in the process,
you can make a whole lot more money
helping a whole lot more people.
Yeah, it's a powerful thing.
I'll piggyback on that with the new idea
that I'm launching and we can go deeper.
We sort of spitballed it.
We'll wait for Dave.
We spitballed it on Tuesday.
I already have a landing page, Tony,
probably too much.
We probably should go through it and strip
it away.
But when you write it,
it's hard to delete.
When someone else writes it,
it's easy to be like, no,
that doesn't need to be there.
But the idea is I'm saying the same
thing right now to associations,
parts of APTA, and businesses,
which is I think the thing you're lacking
is not another course.
I'm not saying don't take courses.
What I'm saying is how do we make
that spread?
Ideas that spread.
That's Ted's tagline.
I wish I could steal it.
But I've got my own tagline,
and we'll share that on the next episode,
which is I think you just have a
communication issue.
It's simple to solve.
Takes effort, right?
We're going to have to invest in this
to take effort.
And that's where I think a lot of
our colleagues are falling short.
Have a good weekend, man.
Same to you.
And we'll see, uh, Dave will be back.
He's going to put some, uh,
he's going to put some honey on the
throat and he'll be back with his buttery
voice and his, uh,
and his slicked hair is going to look
good.
Uh, we'll see you guys on Tuesday.
Hey, insights from PPS tag us.
If you see something cool,
I would love to just, Hey,
just take a picture or do something.
Tag us.
We'll bring it on the show and maybe
we'll reach out to you for comment and
why it was and have fun down there
at the, or at the Rosen shingle.
Not a great idea for it.
Not a great name for hotel,
but maybe it is, uh, for PPS.
We'll see you guys on Tuesday.