How cool that effect was.
Wasn't that great?
That was so amazing.
Super cool.
Will Humphries, back on the show.
You know, I prepare.
You're a podcast host now.
Let's talk podcaster to podcaster.
Yes, do it.
And this wouldn't have been a thing to
talk about four years ago,
but now lots of people have podcasts.
Yourself included.
The Willpower Podcast.
Boom.
Already.
Eighteen seconds in.
We've already got the mention.
Good.
Get out of the way.
I feel like the call to action is
already there.
This has been a home run.
No, I appreciate that.
How much or little do you prepare for
an episode?
Or does it matter what the topic is?
Does it matter who the guest is?
Does it matter?
It matters to me.
Absolutely.
So it depends on the person.
Absolutely.
There are people like you that I don't
want to prepare.
Yeah.
If I've got a Jimmy McCain, then,
and by the way,
I want you on my show.
I think it's fantastic.
And I think it's one of those things
where like,
it's more fun to get into the moment
with people who are top of mind thinkers.
There's also some really brilliant people,
as you know,
who just need time to prepare.
And those people I like to prepare.
Yeah.
as a way of helping bridge that gap.
So I have,
if I have a guest coming on with
a complex topic, I know nothing about,
I'll typically do more research.
If I've got a Jimmy McKay,
one of my favorite people in the world
who I know can just speak brilliance,
then I don't like to,
cause it actually ruins it.
So yeah, that's how I,
that's how I approach these things.
Just so we're clear,
I prepared zero for Will today.
And my preparation is like a little, like,
you know, it's a little, you know,
I used to prepare crazy amounts and then
I was like, okay, I know what I,
I know what I need enough to get
enough.
I think I'd be offended if you prepared.
I think I would literally be like, dude,
you know me.
Let's just roll.
Let's kill this.
I probably should have had the dates of
the thing we're going to talk about.
But I've got you.
You know the dates.
Who cares?
There's my source.
That's right.
So wait.
So what's new?
I literally just want to ask what's new.
Because you're like me.
Whatever you're doing now is different
than what you were probably doing six
months ago.
And you're probably doing something in the
background now that six months from now
we'll have another reason to talk.
But what is now?
What is the present?
Yeah.
My whole focus now is virtual assistants
that I don't know if that was last
time we talked or not.
Have we talked about that?
It was the last time we talked and
it wasn't really a thing in the world.
Like it was a thing in the world,
but it wasn't as big of it.
It wasn't,
Yes, I had four other companies.
No kidding.
I had four other companies.
Thirty second background for people are
like, who is this guy?
I am a physical therapist,
used to have a private practice,
really sucked at it,
got a lot of coaching,
got decent at it,
sold that thing for seven million in
twenty eighteen,
started four other companies.
Three of them became multimillion.
almost had a heart attack,
decided virtual assistants was the future
for me.
And that was just a year and a
half ago.
And since that timeframe,
that is my entire focus is helping virtual
assistants offload every non-clinical role
in a company.
We have over a hundred and fifty clients
across the country,
over two hundred and fifty virtual
assistants working for us.
I'm going to Tokyo in like three weeks
after Christmas to go be with them for
the next year's strategy and planning.
It's this thing is has totally just taken
off.
It has been by far the coolest thing
I've ever done since becoming a physical
therapist.
Virtual rock star.
You're leaving out as you're as you're.
Sidekick marketing director,
you're leaving out a big chunk.
You're sort of stealing a page out of
Bombas or Tom's Shoes because the people
you're employing to do the work,
the people who are paying you are getting
a deal.
Yes.
So they're getting good work.
It has to be quality first.
Absolutely.
Got it.
They're getting it at a rate that they're
like, oh...
Oh, okay.
Yeah.
No, this is a good rate.
The quality is better than the rate.
So there's a good ROI there.
I can tell you the exact numbers if
you want.
It's incredibly useful because compared to
an American employee making an hour,
what they would pay to hire one of
my people will save them a year of
profit.
So that's the savings.
They hire a virtual assistant and it's the
second fastest growing trend in
healthcare, right?
So what's interesting is virtual
assistants are coming in.
Most PT, OT,
SLPs are slow adopters of technology.
So many people initially are like,
I don't know if I want to get
that outsourced feeling to my clients,
not realizing how different this is.
And so here's our big secret, Jimmy.
We pay our VAs a lot more than
my competitors.
Not only my specialized.
Yeah.
So we pay them two to three times
what they would make for most.
So my margin is ten to fifteen percent.
I'm telling you on a podcast with my
profit margin is.
And why?
Because I want to pay those VAs as
much as possible so that my partners in
America,
like it's almost like an avatar when that
they get on the horse and they bond.
Or like if I can create the, yeah,
that like the hairs come together.
Like if I can get the PT owner,
OT owner,
SLP owner to connect with their VA and
they become family, then like it's, yeah.
And they tell me the money savings is
great,
but what they love is not having to
work to find someone that's offloading
them.
And by the way,
shows up like it's life saving money
because it is,
it's life changing money to these VAs.
This is what I wanted you to do.
Now go to the other side.
This is where I was saying,
you're sort of taking a page from Bombas
socks or Tom shoes where it's like,
so what you're really doing also is it
like, we love to save us some money,
right?
So I'm getting something good.
The price point is like, great.
but you're also doing like,
what's the other side of this equation?
What are you doing to the virtual
assistants days and lives?
It is bringing them out of poverty.
Literally we have,
the first time I hired a virtual
assistant,
Jimmy was for my old billing company.
I hired a virtual assistant against my
greater desire because medical billing
companies are known as like the kiss of
death when you outsource overseas.
But I hired my first girl.
Let's call her Amy.
And do you know why?
Because her name was Amy.
So Amy, I offer her the job.
She cries.
And I'm like,
I've never had anyone cry before.
Not on the way in,
usually on the way out, though.
Yes.
And usually it's me crying.
And then she shows up every day powerful.
She actually made the Americans work
harder because she was on the team going,
what else can I do for you?
and so what's interesting is is i found
out later that amy bought her family their
first refrigerator their first car took
her dad out of a really inefficient
nursing home and took him into home and
cared for him because she was making so
quote so much more money and so when
my partners my friends started saying hey
will help me do this and i kept
telling them no until they kept saying
dude we're offering you money and you're
saying no to us
That's when everything shifted.
Because recruiting is my favorite thing.
That's what my summit,
my upcoming in-person thing we're going to
talk about is all about.
Because recruiting is not about hiring.
It's about fulfilling our purpose as
leaders to make more leaders.
So wait, wait, wait, wait.
This is like marketing and sales.
These two things are tied.
Recruiting and hiring are like...
are our yeah it's biz dev right biz
dev is the new patients and the new
hires we make so this is marketing and
sales for for building so then if they're
different which they are because they're
different words so what is what are this
what are the like what all right then
just what is recruiting and what is hiring
Yeah.
So recruiting is just the general term we
use to describe the entire process of
getting people to join our team and to
buy in.
But we don't think about recruiting
outside of just bringing people on to
hire.
See,
hiring is the actual act of them coming
on.
Recruiting is the process of getting the
emotional buy-in,
and it does result in hiring more.
But we recruit people all the time who
never join our company.
That's where people screw up.
If people who own clinics could realize
that their job is to promote their purpose
to universities and to recruit them,
I'm putting air quotes for people who
can't see,
to recruit everyone to join them in their
mission,
even if they don't join your team.
Great PR, baby.
Right?
It's all about public relations.
I guess that's a better way of saying
it from where you're labeling it because
that's the smart way is recruiting is
about public relations, right?
Hiring is the act of converting someone
who, you know,
you might hand the Kool-Aid out to a
hundred people and only one converts to
being hired.
That's okay.
That's the right person.
Yes.
That's the same in sales of like,
you know, closing the sale, right?
You don't even use that language in
physical therapy erroneously, but that's,
that's what that is.
Yeah.
Marketing gets them to your door.
Sales gets them to swipe a credit card.
Right.
And marketing, we hear that word and like,
what is it?
It's about promoting a purpose.
So it's PR again,
like we're out there doing good in the
world.
If I'm going out to a charity,
I want to tell the world about it,
not because I'm patting myself on the
back,
but because it inspires people to do
charity.
And so that's where we screw up in
PT.
It's like, well,
I don't want to toot my own horn.
It's like, well, no,
you're just screwing up your opportunity
to help people be better.
And then some of those people join your
team.
Right.
I did something that I think came off
super...
like douchey on the internet,
not on purpose.
Sure.
So I would see people putting up job
posting, other physical therapy clinics,
right?
Because that's who I'm friends with on
LinkedIn.
They'll put up job postings and I would
reshare their posting,
but I would rewrite their ad and
And it didn't go over all the...
It wasn't a hundred percent success rate.
Were they offended because they felt like
you were minimizing them?
Not minimizing them.
I think they were like, mine was fine.
And I was like, it was not fine.
And here's why, like we could write,
you could right now,
we could live write a crappy job posting.
First of all,
don't call it a job posting.
Like you would,
we'll call it a purpose posting.
Thank you.
Or something.
Yeah.
So the step one, they usually do,
they get wrong as they're like,
we're looking for,
and you started with way.
Stop talking.
It's about them.
The language is you.
Correct.
Are you like the who?
Right.
The hook is always the most important
thing.
I teach this in webinars that the most
powerful way to write a job ad,
and I know you know this,
I'm just saying this for the audience,
is that we use the whole purpose of
the first sentence is to get them to
read the rest of the ad, period.
Correct.
What do you say?
Yes.
The purpose of the first date is to
get a second date.
Right.
The purpose of the second date is to
get the third date.
If you say the purpose of the first
date is to get married,
that's a red flag.
The purpose of the pickup line is to
get a giggle.
The purpose of the second line is to
get blah, blah, blah.
And eventually you get the number.
Then you got to start higher.
Yes, I love that.
I love that the way you paralleled that
I'm going to build on your analogy of
like the pickup line is to get the
giggle.
Why?
Because we're trying to differentiate.
We're trying to create a connection like
you were doing with your hands and an
emotional response.
So how do you do that when you're
doing an ad?
Well, text, right?
Right.
If you're putting it in LinkedIn,
not LinkedIn, sorry,
I'm thinking of Indeed.
You can do LinkedIn,
but Indeed is more commonly known.
So the sentence needs to speak to your
ideal hires, fears, dreams, hopes.
And so, for example,
instead of saying we are looking for
someone to join our great company that
gives great quality care, which,
by the way, stop saying quality care.
No one cares about your quality care.
That's vanilla mayonnaise.
That phrase is vanilla mayonnaise, man.
You think you're better than everyone
else?
You're not.
But you are better in other ways that
you don't even know.
And so in that hook, for example,
if your avatar,
your ideal hire is a student,
maybe it's someone who's been out of
school for a year,
the hook could be like,
have you been out of school working as
a physical therapist and feeling
disenfranchised with your decision to
become a PT?
And you're like, yes.
Yeah,
because maybe you have programs that would
speak to someone like that who's maybe a
little experienced, doesn't need full.
And so everyone's avatar is different.
All the hooks are different,
but you want to build an avatar based
on what you do best.
And you can always,
if you don't know where to start,
go find the people who love your company
the best.
The people you wish you could clone go,
why do you like it here?
What is it about you that you liked
about it?
Interview them and then take their words
and put it in ads.
Yeah.
Talk to me about me.
It's the sexiest thing I'll hear all day.
Totally.
I was like, oh, you're so great.
It's like, oh, no, stop.
Keep going.
Like, yes,
I want to hear more about me.
Yeah, and they're so happy to do that.
It's such a fun thing because it's also
like a retention activity.
If I went up to an employee and
said, hey, John,
I wish I had a million more Johns.
Can you help me find more people just
like you?
How is that guy going to feel?
Appreciated, seen, heard.
I'm not leaving this place.
They get me here, right?
So leveraging them becomes this like team
effort,
not just the owner's effort quietly in
tears at night.
To everyone, to the internet, to the void,
right?
I'm just going to fling it on LinkedIn.
The answer is just spend more money on
LinkedIn.
I'm like, is it though?
Is it right?
No.
Did you see what I was doing?
Have you,
have you seen what I was doing the
last we're recording on in early December?
I'll put this out fast.
Yeah.
So people, so it still has context.
So we'll talk about this later,
but I started my own company.
It's essentially what you were talking
about.
Like Will and Jimmy are very,
very similar human beings.
I'm pretty sure you can tell the vibe,
even if you know nothing about me and
nothing about Will.
So people were offering me money and I
didn't want to take money from my friends.
I was like,
I'll take money from companies.
but not my friends,
but my friends are like,
we have companies.
I'm like,
but they're your companies and you're my
friends, so therefore, whatever, whatever,
whatever.
So I started a company, right?
So the idea there was,
can I do the thing that I'm already
doing for fun and just make a company
out of it?
At the same token,
I do like to have consulting clients or
clients I just work on projects.
So the thing I'm doing on LinkedIn,
so I'm doing it in public,
which is where the sneaky part is.
So my last like five posts were,
If at MedBridge, tagging MedBridge,
if MedBridge hired me tomorrow,
here's the first three things I do.
And then I give them in public three,
I think, great ideas.
Great ideas, but might be criticisms,
right?
No, no, no.
Just ideas of... Well, I mean... Hey,
listen.
I went to MedBridge's... Here's what I do.
I go to MedBridge's website.
I look very quickly.
I do not dig because no one's going
to dig.
Your average person is not digging.
If I don't see it, it doesn't exist.
So I go to MedBridge's website.
I'm sort of taking mental notes.
I'm recording what I'm...
I'm like a doctor doing an autopsy.
Right?
The kidney weighs three pounds, whatever.
Nothing remarkable.
So I'm looking at MedBridge's website.
Cool.
And then if they have social...
I only go if I'm linked from the
website.
Because someone might be like,
we have a YouTube channel.
I'm like, not linked from the website.
It doesn't exist.
I'm not looking for you on YouTube.
So I'm making mental notes.
And then I'm just snapshotting everything
that I'm doing.
YouTube looks like this.
They have a lot of success.
They're vibes.
I'm just verbally processing everything.
And then I go...
What do I think their strategic goals are?
I'm guessing.
I'm making a guess.
This is an educated guess from the
outside.
But everybody's making an educated guess.
Your consumer is making an educated guess
of what do you do?
How does it make my life better?
What do I need to do to get
it?
And then I write up three fictitious
ideas.
They're not fictitious.
They're real ideas.
I said to MedBridge...
Uh,
for every steal a page out of Tom's
shoes for every American CEU for every
year subscription,
I'd give one away to a country,
a country, uh, underdeveloped country.
And at checkout,
I would offer to level up for five
dollars to now create a micro fund to
get Internet access and and devices to
those countries.
And I would probably partner with World
Physio,
World Confederation of Physical Therapy
because they already have the
infrastructure.
Put that up.
And then people start chiming in and
people are like,
just regular people are like,
they don't work at MedBridge,
but they're like,
that is a really good idea.
How come they aren't doing that?
And then people who know people at
MedBridge start tagging people at
MedBridge.
And now I have a meeting with the
director of content in two days.
No way.
And it might not go anywhere.
How cool is that?
Going back to lead gen and marketing and
promoting a purpose and doing good to the
world.
It's just amazing how it invites
opportunity.
It invites these wonderful opportunities
that we never would have dreamed of.
But could you do that for a post
on LinkedIn to hire,
to find a great clinician?
Absolutely.
Yes.
Make it a story.
I know it's going to take you longer
than it would if you just wrote the
standard five sentence.
We are looking for a great clinician to
join our team.
But people that's it's mayonnaise flavored
ice cream, man.
They ain't eating it at all.
So that time is wasted.
I'm going to say triple down.
I'm telling a story.
And now I don't know if you've seen
this thing.
Well, there's this stuff.
I don't know how to explain it.
It's called AI.
You can do this very freaking quickly.
Well, so do that.
It's a power.
You can chop down a tree with an
ax or you can use a chainsaw.
Your choice.
No one else is doing this anyway.
It's one of those things where the few
companies that have an online presence who
are leveraging LinkedIn are automatically
better than anyone who's doing nothing
because most people in our industry don't
do squat.
So here's one thing I want to just
promote.
Something that you said that I thought was
super powerful I want to double down on.
is that the reason the MedBridge idea
works so well is because you legitimately
are passionate.
It wasn't a tactic to get the meeting.
Now, you're not dumb.
You understand that's going to be a
product potential,
and it does inspire that.
But it's an alignment of both of those
things.
So we're not doing the posts to get
a hire.
We're doing the posts to inspire.
Oh, Will's always making it rhyme.
Yes.
And then the hires come as a...
So what's cool about that too is that
when we're doing something that's
inspiring, we... I loved it.
We love to do it.
So it's not work.
It becomes this thing of like,
I can be consistent.
I can post three times a week on
LinkedIn because every week in your case,
you're finding a company that you can use
your brilliance for to serve in some
general way that the public even benefits
from hearing.
And then guess what happens?
People get tagged and you get interviews.
So the idea being that we have to
find, it always starts with inspiration.
And that's why when we recruit VAs,
it's so vital that we know what's really
driving the heart and soul of our clients
and the VA.
That's how you make that avatar hair bond.
So it's one of those things that you
could do this to recruit.
You could do this to find a spouse
for crying out loud.
You could do this recruiting.
Recruiting to me is such a crappy word
because it's really about this, this like,
art of building people around us and
helping us serve them and guess what the
product is they serve us and so we
do that when we get married we do
that when we find partners and businesses
we do that with strategic partners when
Jimmy and I get together it's all we
do and that's every it's like the best
part of life is that thing that we
just use this crude term in business
called recruiting recruiting so then okay
so we just talked about recruiting but
then there's hiring so
What is that now?
What's the pickup line?
Help me understand hiring then,
now that I understand what the difference
is between hiring and recruiting.
Yeah, this is such a fun conversation.
They would think that we spent weeks
preparing this.
So hiring is the agreement,
just like marriage.
And I love that you went there in
your analogy,
because what makes a marriage successful?
Is it because we dated well?
That's like saying we're hiring well
because we recruited well.
It does make a difference.
Matter of fact,
it's the main thing up until the
agreement.
But as you know, and as I know,
once someone's married,
it's a whole new world.
Right.
So what's the starting line,
not the finish line?
Yeah.
And so the thought I want people to
think about
is that when we are hiring,
that's the actual close of the sale.
That's the end in mind of the recruiting
process and the business terms.
But it's the beginning of this long term
relationship.
So the way that I'm going to phrase
this is from Stephen Covey.
Everyone here should know this.
And if you don't,
please go read this book.
it's a win-win agreement so we create in
that close and this is where people screw
things up because they're desperate to
hire you've got a pulse come join the
team right but when they're recruiting
correctly and they're inspiring and they
attract the right mate or the right hire
then it's a matter of like let's build
this thing through transparency
identifying every potential outcome that
might or may not happen
and then let's make an agreement about
what as far as we can and so
when we hire someone we start the only
discussion we will ever have with that
employee until the day that we die not
until the day they leave us and here's
what i mean by that if i hire
someone i'm setting up a win-win agreement
and that's the language i use and that's
how we define all the terms right at
the review
We're just continuing that discussion.
How are things going with your win?
And as an owner of the company,
it's not between me and the employee,
by the way.
I am a steward of the win-win relationship
between them and this entity called the
company,
which is an embodiment of everyone.
So I make sure as an owner or
a leader,
I am making sure both people win at
that review and win.
And my goal,
and this is what I used to say
when I used to recruit people, Jimmy,
this was told to me as the most
effective thing I ever said.
My goal is not to hire you.
My goal is to help you find your
next job,
whether that's with me or somebody else.
So they love that because it was a
commitment to their long term success.
And that's the commitment we maintain year
over year.
And when we fire people or they fire
us because they leave,
we continue that discussion.
And if we start it powerfully and we
do the best we can because we're imperfect
to maintain that over time,
correcting mistakes on both sides.
I have fired people, Jimmy.
And the next day had them post something
positive about my company on Facebook.
I have people that have fired me that
we have remained dear friends because I
recruited them.
I didn't just hire them.
They are bought into me and my mission
as I am to them.
And we are there to build each other.
We just don't get to work together because
it's no longer God's will is how I
say it.
So that's the hiring phase of it.
I've heard it too.
And this is like a side,
but I think we're using a lot of
parallels with marriage or friendships,
which is, you know,
if you're super tight with someone in high
school and you're not so tight anymore,
it's just someone used an analogy of like,
well,
you guys were just walking on the same
path for four years in high school.
Then you went to college and that distance
just brought you on different paths,
but you might move back to your hometown
like I did.
And next thing you know, you're like,
well,
now we're at a different phase of life
and we're closer in proximity.
But I also had friends that
I was far away from,
but still close in relationships.
So it was this like,
we're going to walk together for a while.
Have you ever had a job that lasted
your entire life?
Well, no, no, no one does.
So this whole,
I'm going to hire for the best person
ever.
It's like,
why don't we find great fit for as
long as we're together and make that as
great as we can and understand that my
job, what you just said,
my job is to help you find your
next job,
whether it's still with me or not.
Gary Vee,
has said i'm thrilled when somebody in my
organization is getting recruited it means
that person's being seen and doing great
work and if you're looking to leave and
this isn't a good fit i want you
to go somewhere what do i want someone
who's burned out and doesn't want to do
the thing this is what we're doing if
that's not for you anymore it was but
it's not want you to be happy
Yeah.
And we all we all have the fear
in those relationships of rejection.
And that's what really drives us as human
beings.
I want to just make sure everyone who
hears this is like we all start there.
I just want to open like with what
you're saying, Jimmy,
I want to open what's possible for them,
because imagine what happens when we
remove that fear of rejection.
And they have the attitude that you just
described.
Let's just walk together as long as we're
meant to walk together,
whatever that looks like,
knowing that there's another force out
there, destiny, God,
whatever you believe it is.
For me, it's God.
This idea of like,
however long we get to work together,
I'm going to serve you in that deeper,
meaningful way as long as humanly
possible.
But I also know I'm not going to
be with you potentially forever.
So here's what that solves.
If I hold that relationship with someone
in that way,
They feel safe to tell me when they're
thinking about leaving much earlier,
which gives me a chance to change things
in the agreement.
Or I've had people resign with three
months notice.
Like, Hey, like, Hey, well, I just,
just because I care about you and I
know that you're not going to freak out
by this.
Yeah.
I think I'm,
I'm really seriously thinking about this
opportunity and here's why you can't match
it.
And I'm like, yeah, I can't.
Go do that.
They trusted that I would see that and
not make it hard for them.
Not make their last three months awful
living hell and make me want to bail
out.
Yeah.
And I had one lady do that and
then refer like, just like,
can you help me put the word out?
And she ended up helping me hire her
replacement.
It was crazy.
Like just that kind of mindset changes the
whole game.
Do you want to know how extreme it
is?
And well, radio is different, right?
So if, if, if I,
so I told my boss, listen,
I'm going to become a physical therapist.
I was a radio DJ in Northeast
Pennsylvania.
Yeah.
And in radio,
you put your two weeks in,
they hand you a check and a cardboard
box.
We're not putting you,
we'll just pay you for the last two
weeks.
We're not putting you on the radio because
now you got no skin.
Like we have no idea what you're going
to say.
Like you might go rogue.
Yes.
But you want to talk about the
relationship I have with my general
manager, Bill Palmieri.
I actually owe that guy a call.
I haven't talked to him in a while.
The relationship we had, I was like,
listen,
I'm not leaving because I don't like you.
I'm leaving the profession.
Like,
I'm looking at radio at I think I
was twenty eight years old and I'm like,
this isn't me at thirty eight.
I need to do something different.
I'm going to go this way,
not leaving because I don't like the
station.
I'm not going to another station.
I'm not, you know,
and I walked into his office fully
prepared for him to be like,
here's a check and a cardboard box because
this the industry, man.
And he goes, how long can you stay?
And I was like,
I got to do these things called
prerequisites.
And I was, you know,
and it's going to take me a while,
but I just wanted you to know,
because I love the station and I built
it up for the last seven years.
I want it to succeed.
So you got to get someone in my
seat, like,
and I'll help you find that person if
you want or not, whatever.
And he goes, how long can you stay?
I'm like,
the prereqs are going to be a year
and a half.
And he goes,
let's do a year and a half.
So I was standing in a year and
a half notice in radio.
Wow.
Usually don't get a week and a half's
notice.
So he goes, do me a favor.
Don't tell anybody yet.
Cause I don't want everybody else to freak
out.
Cause everybody looks at you.
Like you're the guy who knows what he's
doing.
Yeah.
Because it's fear.
It's like, what do I, yeah, totally.
So I was standing in the radio studio.
in between Pearl Jam and Foo Fighters
songs with a physics book doing all my
prereqs.
I was interviewing the guy from Shinedown
and he's like,
why do you have a physics book there?
I was like, oh,
sometimes we just need to hold the door
open and that's a heavy book.
And he's like, oh, okay.
Like I had to tell,
I had to keep everybody in the dark.
right you don't want him to call you
a nerd right and it was because we
had that he's like i get it jimmy
and i'm not nervous that you're going to
go ahead and turn that microphone on and
tear the house down that i know you
cared about you know you built for the
last seven years and gosh that's a story
about radio but is it it couldn't it
also be about a clinic or a business
or it could be about anything i love
the story because it's in my mind it's
a hundred percent about trust
And my favorite book of all time for
business.
And this isn't like an exaggeration.
This is like when people say,
do you have a favorite business book?
I have a favorite.
What is it?
It's called the speed of trust by Stephen
Covey's son, Stephen Covey,
which immediately you're like, well,
it's not the main man.
Surely he's not as good.
This book was told to me by one
of my mentors years.
Oh my gosh.
He's holding it.
That's why I slid off screen.
I was like,
it's sitting next to me and I got,
I'm halfway through now.
It's not an easy read.
It's not one of those reads where it's
like a parable.
Those are my favorite books in terms of
the ease of reading.
Story, story, story, yeah.
I can read it in two hours.
This is a two to three month project
for me to read that much of a
book that is that deep in concept.
But it was really big because it helped
me understand how guys like Warren Buffett
can go do a handshake deal for billions
of dollars.
in a matter of days when it should
have taken years of investigation and
that's the book goes into that story
there's just all these things so when we
build relationships and we're serving our
when we're trying to inspire people
through our personal or professional
purpose we organically build trust because
we're authentic
That's the thing about you, Jimmy.
I have never seen you anything other than
the way you sound on the show.
In person,
it's like you're talking to me on a
podcast.
You are who you are,
and that invites trust.
And so when we communicate,
even digitally,
that's where the AI component becomes
either a help or a hindrance.
A guy named Alex Ramosi says that when
we're communicating digitally,
know in a mass way and it's not
authentically individual we should be
really clear that's what it is like you're
getting this text reminder as a mass email
to everybody but when we reach out
personally that's when we say hey this is
really me reaching out to you because the
authenticity creates trust which you know
from a sales perspective if we wanted to
be manipulative actually creates an
emotional experience of them wanting to
buy in pts suck at being manipulative in
a great way
yeah so for us we have one choice
to really lean in and be ourselves and
stop trying to just hire people to start
inspiring the world with what you care
about and the hires will come i agree
with you we're very bad at being
manipulative and that's great but but then
the funny part is all right let me
tell a story that it's going to make
sense i will tell people all the time
if you i have to put i got
to put together a presentation for csm
awesome what's your process well i sit
down and open powerpoint can
I want you to not do that.
And like, why?
I'm like,
I want you to take markers out or
a dry erase board or a big roll
of butcher paper.
Start there.
Why?
Because that's not a tool for creativity.
That's a tool for organization and design.
The creativity comes first.
Design is terribly important.
But if you don't know what you're
designing,
like a good graphic designer will be like,
I don't know what I'm designing yet.
Like they're going to sit there with a
pen.
A lot of times it's tactile,
like they're pens and pads.
Like good digital graphic designers are a
lot of times,
they spend a lot of time with things
they can touch and feel and pens and
colored pen, like things like that,
that I've seen anyway.
And if you do that,
you start with PowerPoint,
That layer,
it isn't there because you're designing
for, you're creating for PowerPoint.
You're creating for the design instead of
give me the creation.
I need the lump of clay.
Don't start with hat.
You can't start with half a bowl.
I need a lump of clay and then
it's going to become something or it
isn't.
And you can guide it there.
That's what I see.
Like we just talked about writing the job
description.
poorly, that person sat down and tried to,
that PT tried to sat down and become
a job description writer.
Don't be a PT that wrote a job
description.
Yeah.
How would you say it?
Like the question you asked,
how do we find ten more Johns?
That's a question that is not how do
we write a job description.
That's the PowerPoint version.
Don't open LinkedIn to write the thing.
Go to a dry erase board or, uh,
any,
like any quite literally just vomit to a
seven-year-old.
Yeah.
Researching it with people that like,
after you're in that state of research and
curiosity, then go vomit on a board.
I love that.
Correct.
Yes.
Then, then you can,
then you can sort of like, okay,
we're close.
Let's see.
Okay.
Then we can do this.
This is, do you have the idea?
Yeah.
How do you translate that idea into,
and now it's going to make sense why
I said like make a bowl or a
painting.
Now you translate the idea into a medium.
And a medium is text, image, sound, video,
clay, paint, watercolor.
Those are mediums.
That's why it's called media.
We use words so much a lot of
times, we lose the meat.
Where'd that come from?
Why is it called media?
It's because there's a medium.
It's the thing between.
How do I get there?
Right now, Will and I are on video,
but we're also doing audio.
And I don't know which one you're doing,
but this conversation translates in both.
You wouldn't want to read the transcript
of this.
This vibe doesn't work well in text.
So you have to understand the media has
to match the mess,
the message if it doesn't.
So,
and it's gotta be aimed at an audience.
So if we're going to go books,
Simon Sinek says,
start with why I think you start with
who, and here's why, why?
Because if I'm communicating a message to
my best friend, Brian, or my grandmother,
Different.
Different who?
Even if I'm inviting both of them to
my graduation party,
different person changes what I'm going to
say, why I'm inviting them.
I'm inviting my bro because he's my bro.
I'm inviting my grandmother because I
would be honored with her presence.
And then as soon as I understand why
I want them there and why they probably
want there,
I'm using my hands because it's a Venn
diagram where it crosses.
That's what Simon Sinek's talking about.
That's our shared why.
My shared why with my best friend is
different than the shared why with my
grandma.
So the message different.
As soon as I get my shared why
with my best friend,
I can figure out a hundred ways how,
where,
and when to tell him in a fancy
invitation, in a text message, in a call.
I'll drive by his house and yell out
the window.
Same thing for grandma.
It's a different shared why, how, where,
and when.
The how, where, and when gets real easy.
if you can get to the shared why.
So I agree with Sinek,
but you have to start with who,
who matters.
So you're who matters.
I need ten more Johns.
What's John like?
Oh, he's extroverted.
Okay.
Got it.
Keep telling me.
Why do I love John?
Why does John love me?
Like that curiosity mindset is what the
creative juices ignited, which by the way,
I saw a really cool episode on, um,
on a different podcast.
It was this guy,
he was a psychologist talking about the
part of our brain that creates happiness
is the same part controlled by creativity.
So when we are being creative,
we actually start becoming happier as a
side.
I like it.
Yeah, I love what you said.
A couple of things I want to highlight
there too, because that blew my mind,
Jimmy.
This idea that like using that invitation
analogy,
if I want to create a really cool
invitation, I'm missing the point.
When I'm wanting to create a really clear,
meaningful,
emotional connection in the medium or
media is a piece of paper that shifts
my thinking into like those curious
points.
Like, well,
why do I want this person there?
Why would they benefit from being here?
And then that's the seed that starts
design.
And given not all of us are great
in all of those areas.
I suck at design.
Me too.
And so that's when we can leverage other
things.
And this is where AI becomes a hindrance
or a help,
is that if I go to AI and
I say, AI,
I need to create an invitation for my
bro and my grandmother,
it's actually going to do a fairly good
job of producing something that will be
clear.
Right, clear.
End of sentence.
Here's how to use it as a help.
I do that.
What you said, which by the way, you're,
I have to present for,
I'm getting ready for a presentation that
I'm going to keynote in a few weeks.
And it just,
the way that you said that changed how
I'm going to do it.
But this is what I'm going to,
this is a version of what I'm going
to do better.
Thanks to you.
I'm going to go to my whiteboard and
I'm going to take out my AI note
taker, like a bathroom or a reader.
I'm just going to hit record and I'm
going to talk out loud to myself as
I'm writing down all the different
options.
And I'm going to ask creatively, okay,
Who needs to hear this message?
What do I want to say that I'm
inspired about?
There's certain domains, of course,
that I've agreed upon to cover,
but I'm just going to go into that
space and I'm going to spitball and I'm
going to go back and forth and I'm
going to draw up different creative ideas.
And then once I start narrowing that field
down...
And I know what the purpose is and
the product is.
And I know what the experience that I
want to create is.
And I have some keywords and language
comes in.
Then I'm going to download that note
taker,
throw it in the chat GPT and say,
okay, here's the deal.
I want to create an invitation that warms
the heart of my grandmother.
You're going to hear all about it in
my discussion.
And I just want you to pitch out
five different ways to do that in a
way using best practices.
And then can you help me design it
based to create that emotional impact?
Correct.
Because at the end of the day,
and I want everyone to hear this,
if you're going to look for, well,
how does it apply to creating a job
ad?
If you took out a piece of paper
and wrote until you started to get
emotional and then turned and just started
writing anything that comes to mind to
hire,
that ad will ten X whatever crap everyone
else is doing.
Yep.
and so if how cool that be if
i was uh someone looking for a job
and after hearing we are this and we
are this and we are this i had
an ad that started with
I really want to find the person I
can serve forever.
I'm writing this without any context.
I'm just trying to be open and honest.
My benefits are just like,
how different would that,
I was thinking about that as you were
talking, like,
what if someone just poured their soul
into a piece of,
to a piece of paper that turned into
an add on Indeed?
I'm just like,
I care so much about these things.
I just want someone who cares about them
with me.
Like,
I just think there's something to be said
about authenticity.
You led with the emotion.
that would touch the right person that was
reading it,
and it wouldn't touch the wrong person,
and that's a great, that's good.
I want to weed out the people this
isn't right for.
This is who we are.
I don't want more people applying for my
clinic, because then I might pick,
they might be really great at getting the
job, and then three months in,
they're the wrong person,
but they won the interview,
and I found a hire, that's not it.
We used to use this exercise in radio.
It was hard.
Because in the radio I was in was
music radio, right?
So I was very much like entertainment.
So I sometimes had eight seconds to say
something or forty eight seconds between
songs.
Jeez, man.
So you had to cut like the length
of time.
So you learned how to get brief real
quick.
The problem is people have crutches.
They have things that they get accustomed
to because we're nervous.
You turn a microphone on.
You're like a jillion people can hear me.
That's nerve wracking.
you'd hear it in a you could start
mid thought just what you're saying it was
hard to teach people to do but once
you got it you got it ah i'll
give you an example picture if you will
we're coming out of a pearl jam song
we're going into a foo fighter song i
have thirty seconds to talk if i come
on and i give you the ninety seven
nine x uh what's up it's mckay it's
uh four uh two twenty six in the
pm it's thirty eight degrees you know
This Friday,
we're going to do a car wash with
the local football team's cheerleaders,
and it's going to be awesome.
And this is why you should come.
And then eventually I get to... I mean,
can you imagine them just pouring their
heart out into this car wash so they
can send their team to the state game,
the state championship?
Get to the emotion.
That's the part.
I see.
So I would do air checks, which is...
us listening to what other DJs would just
say.
And I'm like,
you talked for thirty seconds.
You hit the emotion at twenty six, though.
Start there.
Your noise for twenty six seconds and your
signal for four seconds.
We got to get to signal faster.
Start mid conversation.
Stand up.
Comedians are great about this.
Was that the doctors every day?
Wow.
Like,
what are we doing with all these things?
I got a paperwork I got to fill
out.
Like, boom, not.
So I was feeling sick and I had
the annual check.
Get rid of it.
So what the exercise you're talking about,
writing and writing and writing and
writing.
That's a lot of that's like doing a
lot of pushups.
I'm just telling you,
you will get better results.
And it gets you to that emotional point
so quick.
I think that's such a powerful thing,
kind of to double emphasize what you said.
In improv comedy,
there's this concept called start in the
middle.
Sounds identical to what you're saying.
What is start in the middle?
That same thing, right?
I'm describing the same thing.
Okay, so for example,
someone from the audience throws out a
location called Starbucks,
and then you say, okay,
what's the relationship?
Brothers.
Right.
And it's kind of like if,
if the scene begins with one guy going
up to the other guy and being like,
Oh, Hey John, how's it going?
Good to see you.
Right.
It's too.
Yeah.
It's too beginning.
What if the scene started with like,
were you out with my wife last week?
Yes.
Now we're in the middle of a conversation.
We're right at that emotional inflect.
We haven't talked,
we haven't gone through all the small talk
of the relationship.
We were getting to the core of the
scene and,
and and then it's just you know it's
like oh i didn't you know that and
then in comedy it's like you try to
take a build a brick on it the
response could be something like oh i
don't know you guys were still married the
audience laughs like it's like that kind
of thing so like when it comes to
job ad writing being authentic pure and
then getting to the middle of the emotion
that's it or in the middle yeah and
i love the idea i've never done this
before i'm actually i might pilot this
idea jimmy of writing a job ad like
a love letter in the middle
Like, because, you know, again,
the example I gave earlier,
I just edited myself.
I'm like,
in that example of someone pouring their
heart out, it's like,
this is what I'm looking for.
I'm like, no.
A love letter would be like, listen,
I know you're out there.
I know you're struggling.
I know.
I think about you all the time.
And I think about why...
you even became a physical therapist.
And I just want you to know that
I think it matters what you did.
I just want you to understand that not
every place is the same.
And here's what, for example,
this is what I'm looking for,
but what's important is that you know what
you're looking for.
So if you don't know what you're looking
for,
give me a call because whether you want
to work for me or not,
and by the way,
here's my benefits and my compensation if
you do.
But if you're not sure what you want,
why don't you give me a call and
I promise you I'll help you find your
next home.
I'm not going to try to hire you.
I just want you to be happy.
Like a love letter.
People are going to go, what the heck?
Spin that.
We did something similar in radio.
There was a local entertainment,
a weekly entertainment magazine.
come out on wednesday or thursday tell you
about all of the bars and the bands
and whatever in northeast pennsylvania so
we would partner every once a year and
they would always say what do you want
to do let's cross promote man the rising
tide i was like all right
And I sat down with them and usually
it was like a contest or something.
But this time I was like,
I'm going to do something.
It's going to sound dumb or boring,
but we're going to make it awesome.
And they're like, okay.
I'm like,
I want you to help me find my
next,
I need to hire a couple of part-time
DJs.
I always need to be building my bench.
Yeah.
And they're like, okay.
And these people like knew me and trusted
me, but they were like, got it.
This doesn't sound very, and I'm like,
here's the pitch.
So the name of the weekly magazine was
called The Weekender.
And we would call weekend radio DJs or
part-time... They were weekenders.
They were weekend radio DJs.
So I was like,
your name is going to be in it,
so you already love it.
And they're like, okay,
but how are we making you looking...
How are we making, essentially,
what you're saying,
how are we making a want ad centerfold
material to be fun?
And I said,
it's the worst job post ever.
And the job post...
Tells you how to get the job.
And they're like, got it.
Still not in, but this.
Ninety seven nine X is looking for our
next weekend DJ.
Have you ever thought about it'd be cool
to work at a radio station like ours,
the rock station in Northeast
Pennsylvania?
You've pictured it.
But here's the thing.
You got to earn it because we don't
let just anybody in.
So you're going to start at the bottom,
making state minimum wage.
You're going to work nights, weekends,
and overnights.
You're going to be last in line for
concert tickets,
the last person who gets the Nickelback CD
if we have any left.
And if you really want this job,
hit record on your phone,
read this job application to us like you'd
read it on the air and email it
to me.
And then they were like, got it,
got it.
Then I brought people in.
I sorted them out.
And then I brought people in for fifteen
minute interviews on the radio.
And the whole thing was called we're
looking for our next weekender,
by the way.
And we're doing another ad for next week
in the centerfold of the weekender.
Make sure you pick it up.
And now everything ties together.
And we just made a contest campaign out
of finding our weekender.
And that year we did it.
We didn't hire one.
We hired five.
No way.
Because I liked them all.
We found the right... I couldn't say...
I found five.
I was only looking for one.
But I...
I need a bigger bench.
Let's put more people in the bullpen.
And we found five because I wrote a
love letter to the person who'd be
perfect,
not who the hell wants to come by.
So brilliant.
And it is so powerful when we mention
authentically both sides of the coin.
We gain trust when we hit things like
you mentioned as to the downside of it.
That reminds me of a very famous ad.
You've probably heard of this from Ernest
Shackleton.
This was back a long time ago.
We're talking like sixty years ago.
It was a post in the newspaper.
It says men want it.
for hazardous journey, small wages,
bitter cold,
long months of complete darkness,
constant danger, safe return doubtful,
honor and recognition in case of success.
It was about a voyage,
a sea voyage that they were going to
explore some new lands.
And so two thirds of the ad is
like- Downer.
Talking about the downside.
And what's weird is that people...
really respond to that as long as we're
clear on the big win.
Yeah,
but the reason you keep reading that is
such a juxtaposition because our default
value is...
The bar is on the floor because
everybody's doing it the same way,
even if their words are different.
So the fact that it starts as a
negative is such a, like, who would, like,
you want to be like,
who would do this?
This is ridiculous.
Those are the things that catch fire
online or in a newspaper.
It does not matter.
It's a juxtaposition.
It does not deserve to be there.
Yeah.
It's funny because one of the things we're
doing to hire VAs is we create resistance
on purpose to weed commitment.
So we're building this school group.
If you guys are familiar with school,
it's an online community,
very similar to Facebook,
except that you can have courses and other
different elements.
There's a lot of things like that popping
up right now,
but we're using a school group.
And in the Philippines,
we're actually charging people five
American dollars per month to be a part
of it.
In it,
There's all sorts of training on how they
can learn how to use AI in different
roles that we hire for.
Like there's all these promises,
like the path for them to become a
much more effective VA and eventually
maybe get hired for us for two to
three times what they normally do requires
them to pay a price.
And it's great because, yeah,
we probably could make a much bigger
community.
But what we're looking for are committed
people who were willing to physically pay.
Now,
what we do is every dime of their
money,
we reinvest back into a charity that
supports Filipinos during typhoons,
which hit there every year.
But they still have to pay.
And it's one of those where it's like,
yeah,
this isn't for you literally advertise it.
Like, listen,
if you're overseas and you're dreaming of
being a VA for an American medical
company.
We only want to work with the people
who are committed to being the best.
And there's no promise of you even being
hired.
You have to come first,
spend five dollars a month,
which will go to charity.
But you have to come spend five dollars
a month and show that you're willing to
train before we'll even look at hiring
you.
And why do you think we have less
than three percent churn when you weed out
the bad?
When someone hires us in America,
they less than three percent of people
ever leave us because they have such great
relationships, because the VAs are better.
They're just better.
I did this at a job.
I won't say who,
because sometimes doing these things.
So let's we've been talking for forty
eight minutes, by the way.
I didn't.
Jeez, that was so fast.
Just looked up and I was like, wow,
because we'll get we have to get to
your frickin event.
That was the part I want to make
sure.
All right.
I'll tell one more story.
And so I was at a large organization
and I get I get hired by places.
And where does Jimmy work?
Jimmy just sort of walks around and looks
for things to do.
And then I'm like, oh, this looks fun.
I should be put on this project.
Why?
Because it's bad.
Like I look for turds because I try
to fix them.
So for some reason I was on hiring
because it's important,
especially if it was a health care
organization.
I won't say who.
And I looked at their process from
beginning to end,
like I would if I were the ideal
person.
And it was a pretty good process.
Everything looked good on paper.
And I decided to try to steal a
page from another organization that has
nothing to do with healthcare because I
heard from the people,
I almost did like undercover boss.
I didn't talk to just the managers.
I talked to the people doing the hiring,
doing the interviews.
And they were like,
we get a lot of people who are
tire kickers.
And I'm like, does that like...
ruin your efficiency?
Like, yeah,
like I know I'm doing a hundred interviews
for six hires or whatever it was.
I'm like, you need less interviews.
They go, but yeah,
we don't know how to,
how do I know?
And I'm like, oh, got it.
So I sat on it for a while
and I was like, I always just cheat.
I just look,
how is something not in healthcare?
How is this?
How do people at oil change places?
Oh, I don't know.
I don't know.
Because right now,
you just said it before,
what do we look for in PT?
Do you have a license and a pulse?
Got it, I'll take you,
don't worry about it.
And that's so stupid, right?
So I knew this organization,
it was a big one,
wasn't going to make a major change.
I knew I only had a little bit
of influence to change one thing.
So I said,
can we change the words that we use?
And this organization was very big on
words.
We had our own glossary.
We did not call it a company,
we called it a practice.
Got it.
I like, I'm like, Ooh,
you have my attention.
So I said, uh, so the, the button,
the call to action was apply here.
And I said,
can we change it to commit here?
Can it be commit here,
not just on the landing page,
but everybody, like on the ads,
when we talk,
and we can track all these things because
now they use ADP or whatever.
There's all these resume tracking,
hiring tracking.
Absolutely.
So I got this from the U.S.
military.
There are four main branches of the U.S.
military.
What's the motto for the Navy?
I don't know.
Army?
Don't know.
Air Force?
Fly high.
Aim high?
Good.
That's usually the one people get.
They get close.
How about the Marines?
Few Good Men.
No, that's the Army.
No, that was a movie about Marines.
You're close.
It has the word few.
The few.
The few that are proud.
The Marines, of course.
I knew that one.
That one I knew.
Yes.
When you go to the Marines,
the Marines don't accept...
You want to apply?
You go to apply to the Army.
You go to apply to the Navy.
You apply for the Air Force.
You commit to the Marines.
We don't take applications.
We take commitments.
They fight club people.
You?
You're not tall enough.
You?
You're too tall.
You?
You're too fat.
No, no, no.
I want you.
I want built-in resistance.
Exactly what Will just said, right?
The number of applications went down.
Everybody's freaking out.
You got to wait, man.
Let him cook.
the number of quality applications went
up.
So we were closing at a better rate.
You did.
I love that example of exclusivity.
When we're being authentic,
when we're targeting our avatar,
we immediately are creating resistance.
And that's what scares people.
They're like,
but if I'm just targeting these small
people, they don't understand.
You're static.
You said that earlier.
You're static.
You're white noise.
when you're clear in our when we are
clear in our messaging and our language
and that comes from emotional like clarity
of where we want to go and who
we want to do it with it creates
signal and it stands out it will it
will detour all the crap that you don't
want to deal with and i'm not saying
people are crap i'm saying the situations
that you just yeah you don't want noise
you want signal
Yeah.
And so my favorite phrase I learned from
a mentor when it came to sales,
and this again,
this use without the heart is a tactic
that won't work, but it's called use SUE,
S-U-E, scarcity, urgency, exclusivity.
So we want to be,
instead of saying like,
if you've had a hard time hiring one
position, but you only need one position,
you don't phrase it like, hey,
we've really been desperate.
You say we say we only have one
position,
the first person who qualifies will take
this position.
And then you create and then you create
after you created that like exclusivity,
then you create the urgency of like,
whoever hires it first.
And then you create the scarcity meaning.
Yeah, guys.
So if to qualify for this,
this is what we're looking for.
And we we just kind of water those
last pieces down because we're afraid but
if we hook them well,
which comes from emotional connectivity
and clarity,
And we can really work through that.
Then we can be as like resistance prone
as we should be so that we only
attract the right people who are a signal.
Right now I'm on that organization's
website.
By the way, after like,
so we saw the numbers and I was
like, I sort of made this face like,
ooh, look who had a good idea.
So we saw the numbers, it worked.
You just said the word emotional and comes
from a place of fear.
What do you think they did eight months
later?
What do you mean?
They changed it back.
They changed it back?
Because after it showed that it worked,
they changed it back?
I mean,
I haven't worked at this organization in
years.
I'm on their website right now.
I click on their front page.
It says, where did it go?
Where did the thing go?
It says, work with us.
And then when you click it, it says,
are you looking for a job?
Oh, no.
Do you want a job?
Dude, there's fricking jobs everywhere.
I don't want a job.
I want a future, man.
There we go.
You know what I mean?
Right.
So I'm not knocking them.
Cause again, I am, it's a cute story,
but like maybe it didn't work.
Maybe it didn't, I don't know,
but it worked for that little snapshot.
I was like, Hey, look at,
but even if the wording was different,
Lead with emotion.
You're looking for a job, says one thing,
because I got jobs.
You got jobs.
It's like you're trying to sell watches on
the street.
I got watches.
I got watches over here.
It's like, hey, man,
here's the best analogy.
You want to go to a bar or
do you want to?
Hey.
If you go down to that laundromat and
you knock three times on the third washing
machine, the door opens.
And then you say, bubbles sent me.
That's a speakeasy.
There's a reason it's got buzz.
It's because nobody knows about it,
which means it's cool.
That's right.
Exclusivity is by default.
Cool.
You want to go to the bar?
Yogi Berra said, uh,
I don't go to that.
Nobody goes to that place anymore.
It's, it's, it's, it's always full.
Right.
So having that exclusive, like unique,
nobody knows it,
but me kind of experiences is so vital.
I've got to do sponsors,
and then we've got to talk about your
event.
If you asked me how long we've been
talking, I would have said twenty minutes.
I feel like this is a master class,
though.
I think this is such a great time
frame because people who are on this,
I'm hoping, are having multiple takeaways.
Yeah, I am.
Empower EMR,
they're built by physical therapists for
physical therapists.
If you're tired of clunky workflows,
slow charting software that feels like it
was coded during the dial-up era...
Empower is the upgrade your clinic
deserves.
It's fast.
It's intuitive.
It makes documentation suck less.
And that's the dream, right?
EmpowerEMR.com.
Also want to thank our new sponsor, U.S.
Physical Therapy,
one of the largest and fastest growing PT
companies in the country.
Clinics coast to coast, leadership tracks,
mentorship opportunities.
How do you want to grow in a
culture that actually invests in their
people?
Wild concept.
I know.
Can I say something positive about both of
those companies?
Go.
This is completely unplanned.
And this is extra value for Sharif,
the owner of Empower.
Yes.
Empower is one of the best.
in many ways, the best EMR out there.
I have lots of respect and love for
other EMRs in different areas,
but Sharif and his mission is powerful.
I love Empower.
I can go into more reasons on that,
but I get nothing financially for saying
this.
I like to promote people I believe in.
I also love US physical therapy.
Why?
Chris Redding is a good friend of mine.
So here's my belief on them.
They are the only, well, not the only,
there's another one,
but they're one of the few super large
physical therapy entities that still
retain, they're publicly traded.
They're one of the four publicly traded PT
companies,
but they are still operated by PTs.
And I've had multiple friends sell
practices to them that years later say
that was the best thing that they've ever
done.
And I get nothing for saying this.
I believe in their whole board, Rick,
Graham.
They're just wonderful human beings.
And honestly,
I don't even see them that often.
So there's no reason for me to say
that.
I get nothing for saying this other than
I believe in the profession.
And they're one of the ones who are
doing it right.
Love those guys.
That's why we started working together.
Because they're on a podcast.
And I was like,
what are you trying to achieve?
And the big hairy scary with the marketing
team was...
what we look like and feel like it's
hard to show that it's hard to do
that, especially at scale.
It's like, how do we show people?
You should come work for us.
Or if you want to, you know,
if you want to, if you want to,
you know,
have your clinic come be a part of
us, that's scary.
Cause that's unknown and confused.
People don't scare people.
Don't we freeze so that they're large,
large footprint, but they're like,
It's hard to communicate those things.
So when I do their live reads,
these are done on purpose the way that
I do them,
which is like the outro with that is
if you're a PT looking for your next
chapter or clinic leader wanting a bigger
stage, check out Career Opportunities.com.
usph.com so it's like you're saying what
they're looking what you you say hopes
dreams and fears i say bads and goods
which is like what are the things that
are holding you what are you afraid of
what do you want to get to what
are your visions that's what you sell
because the the the purpose of the live
read on my podcast is not to get
them to buy your clinic or for you
to work there it's to get you to
take one step closer and go i'll go
to the website that's why you should have
one call to action
Only one and clear as day,
as easy as possible.
Well, you could also do that.
No.
Different color button on your website.
Different color than everything else on
your website.
It is a good button, right?
Do that.
All right.
So thank you to our sponsors for keeping
us on.
I love you guys.
I'm going to take the recording of what
you did and I'm just going to hit
play on the hotkey from now on.
That's the library.
All right.
So I reached out a little while ago
because I saw somewhere on the interwebs
you're doing an event and it has a
lot to do with the things we just
yammered on about for fifty five minutes.
What is it?
And then who's it for?
Let's just make it emotional.
Who's it for?
What are they trying to achieve?
And how do they, it's an in-person,
it's an in-person thing.
It's a two day in-person party that is
so productive when it comes to helping
people really learn the art of recruiting,
training, and retaining their dream team.
Yeah, let me get to retaining.
Yeah,
this is the only event that hits those
buttons this clearly.
And what's cool about the event, Jimmy,
isn't just that we have, of course,
amazing speakers who are coming in who are
specialists in marketing and sales and
recruiting.
We also get to speak with incredible
students in the area.
In Arizona, we have a party that we,
so here's one of the things that we're
doing.
There is a whole training.
This is our second annual.
Last year was a huge success.
We're having all of these physical therapy
students across the state of Arizona come
and participate in your practicing of
doing job interviews.
It's going to be mock interviews,
but they're real interviews.
And one half of all the students in
Arizona leave out of state.
So we attract actually more companies to
this event from out of Arizona than in.
So not only are you coming to learn,
you're coming to actually hire people.
This was a cool,
like I woke up in the middle of
the night two years ago.
It was ladies night.
What if we had all the students come
and then the PT owners would come and
actually have an opportunity to not just
learn,
but actually hire people in real time.
And so that was really fun last year.
We had a live band.
I always perform.
It's a rock star summit.
So I'm a rock star in my own
world and I love to play and be
stupid.
But this year, honestly,
we make so much value.
The fun,
no one's going to come for the fun,
but believe me, when they leave,
they're like, that was a blast.
And we make sure that it's going to
be a powerful experience for PT, OT,
and SLP leaders.
Anyone in that space,
a lot of pediatric people come,
adult PT obviously come from all over.
It's in Phoenix, Arizona,
March six through the eighth,
March six through the eighth.
We are going to sell out.
We are almost fifty percent sold out and
it doesn't start until March and we're
filming this December fourth.
So we we I'm like we don't it's
not a huge sponsor event.
We only have a handful of sponsors.
We keep this really intimate, super,
super fun and incredibly impactful.
Who are some of the speakers?
And if someone doesn't know who they are,
what is their- Oh,
I'm so glad that you said that.
The great- I'm glad you asked.
Greg Todd,
if you're familiar with that wonderful
human being, Brandon Siegel, the founder.
Brandon Siegel.
Wait, wait, wait.
I started following Brandon Siegel because
you shared he's the guy with the beard,
right?
He is.
Yes, he is.
Un-freaking-real.
Greg Todd and Brandon Siegel.
I felt like I met my soul mates.
Is that weird?
Like I just – these are guys –
when I found Greg Todd after years of
learning from this guy,
I just went up to him a while
back and said, I think I love you.
Is that weird to say?
Yeah.
And he embraced me.
He's like, no, bro,
you and I are together.
I'm like, no way.
You and Greg Todd being bros.
He is unreal.
We have a speaker by the name of
Scott Fritz,
who was my coach and mentor for years.
He specializes in how to prepare
businesses to sell.
So he talks about recruiting, training,
retaining from a place of maximizing your
clinic's value.
But check this out.
We also have Chris Ronzio.
He's the founder of Trainual,
that online hundred million dollar
software.
that was invested in by Sharks from Shark
Tank.
He's a good friend of mine.
He's going to talk about how automating
playbooks actually retains talent over
time.
It's stacked with some of the most amazing
speakers.
And yeah, it's a workshop as well.
You're going to come learn and practice
and hopefully actually make some hires.
So you're looking for practice owners who
are like this.
I came out of PT school and did
not understand.
I thought it was always patient attraction
as the biggest problem.
And then the more you talk to the
like,
That's really cute, bro.
It's not it.
But from the outside,
you wouldn't know unless you pop into
this.
So this is for practice owners?
Is it any particular kind,
any particular size?
Or if you have this problem,
this is the thing that solves it for
you?
Yeah,
it's practice owners and leaders of PT,
OT, and SLPs.
And here's the thing.
We get people who have single one,
two locations.
We also have guys there who have twenty
to thirty locations.
mostly because my network of my friends,
they all kept growing their practices
after I sold.
They come to make the hires and to
possibly look for people to partner with
that they could maybe even acquire.
So it's one of those things where, yeah,
we keep it small.
Talk about exclusivity.
Our venue only holds a hundred seats and
we're almost fifty percent sold out.
Like we're almost fifty percent sold out.
So for us,
like we haven't even done aggressive sales
or marketing yet.
This is kind of the beginning of that.
And so we have an end of year
special.
It's half off until the end of this
year.
So hopefully this podcast will get out to
people because starting January first,
those prices double.
I'll drop it tomorrow, the fifth.
So and where do they go?
Where's your call to action?
Well, your one call to action,
where are they going to find it?
You want to go to...
www.summit.virtualrockstar.com.
Once again,
that's www.summit.virtualrockstar.com.
Pick up your tickets, look at the agenda,
look at the speakers, but honestly,
just get ready to make a difference in
your team.
The team is the legacy.
It's the best part of our journey when
we know how to do it.
Wow.
Well done.
All right.
We got some stuff to talk about off,
off air.
I want some insight.
We'll do that.
We'll do that in silence,
but parting shot.
What is it?
Well, first of all, subscribe to, well,
if you like this vibe,
you could get this vibe.
You could mainline this vibe.
Willpower podcast, uh,
find that wherever podcasts are heard,
or you can go to virtual rockstar.com and
there's a dropdown that says we'll start
willpower podcast, uh, parting shot.
What do you want to leave with people?
I want people to know that they matter.
That if you've gotten to this part of
the episode,
you are one of the few that are
that committed to getting to the very end
of those things.
And that what you are dreaming about,
the things that you are hoping to create,
aren't just nice thoughts.
It is important that you accomplish those.
I'm going to ask those people who are
in this state of listening that they...
Don't just hear this as like a nice
compliment,
but a call out to step forward and
to realize that dream because other people
need you to.
I love that.
All right.
Thank you.
Thank you, man.
That was honestly one of the best times
I've had on a podcast ever.
I love that.
It was an hour and I was like,
okay, that seems a lot.
I don't know.
It's going by really quick.
All right.
Well, appreciate the time, man.
Thank you.