WEBVTT 00:00:00.309 --> 00:00:04.213 and there he is there he is there 00:00:04.253 --> 00:00:07.536 is the man he looks like mobile 00:00:07.676 --> 00:00:09.558 unfortunately you know i hate mobile with 00:00:09.579 --> 00:00:11.601 this he looks like he is on the 00:00:11.721 --> 00:00:15.644 stranger stranger things uh cabin are 00:00:15.705 --> 00:00:17.727 either of you guys stranger things fan did 00:00:17.746 --> 00:00:21.471 you i did not i wish i did 00:00:21.811 --> 00:00:23.312 i've heard it's a cultural phenomenon at 00:00:23.332 --> 00:00:23.792 this point so 00:00:24.664 --> 00:00:27.187 it is dave you no not at all 00:00:27.707 --> 00:00:29.248 oh we lost you dave here's here's the 00:00:29.268 --> 00:00:30.489 problem we were talking about this last 00:00:30.548 --> 00:00:31.750 night at new year's first of all happy 00:00:31.769 --> 00:00:33.231 new year's to you guys even happy new 00:00:33.290 --> 00:00:35.551 year who's in the dark um do you 00:00:35.572 --> 00:00:37.874 remember the tv show elf yeah of course 00:00:38.554 --> 00:00:40.195 al feels like it how long do you 00:00:40.215 --> 00:00:43.597 think alf was on tv for gosh uh 00:00:43.677 --> 00:00:45.798 how long ago was it on or how 00:00:45.819 --> 00:00:47.039 long how many how long did it run 00:00:48.261 --> 00:00:50.121 five seasons i don't know i would have 00:00:50.142 --> 00:00:52.162 said eight because it felt like my entire 00:00:52.182 --> 00:00:52.904 childhood was four 00:00:53.884 --> 00:00:56.265 But there were a hundred episodes in four 00:00:56.305 --> 00:00:58.585 years, twenty six episodes per season. 00:00:59.246 --> 00:01:01.387 So the reason I'm saying this is like 00:01:01.527 --> 00:01:03.128 how many were there for Stranger Things? 00:01:03.148 --> 00:01:04.487 I'm sure some people out there could 00:01:04.507 --> 00:01:05.028 Google that. 00:01:05.388 --> 00:01:06.108 But the thing is, 00:01:06.129 --> 00:01:08.370 there's such a delay between like season 00:01:08.549 --> 00:01:09.609 one and two, two and three. 00:01:10.769 --> 00:01:11.450 That someone's like, 00:01:11.490 --> 00:01:12.271 are you ready for this? 00:01:12.290 --> 00:01:12.490 I'm like, 00:01:12.631 --> 00:01:13.911 I don't remember what happened the last 00:01:14.271 --> 00:01:14.831 two seasons. 00:01:14.932 --> 00:01:15.352 I have to go. 00:01:15.412 --> 00:01:16.091 Well, yeah. 00:01:16.811 --> 00:01:17.552 But that's the thing. 00:01:17.653 --> 00:01:19.435 Is this a brilliant strategy? 00:01:19.575 --> 00:01:20.656 Because what happens? 00:01:20.876 --> 00:01:22.537 You go back and you rewatch. 00:01:22.837 --> 00:01:26.141 We rewatched season four before season 00:01:26.180 --> 00:01:26.841 five came out. 00:01:27.081 --> 00:01:27.923 Had to. 00:01:29.126 --> 00:01:29.546 So, I mean, 00:01:29.626 --> 00:01:31.549 I just I got I have to wonder 00:01:31.709 --> 00:01:33.170 if this is, you know, 00:01:33.709 --> 00:01:36.512 baked into why this is so successful. 00:01:37.091 --> 00:01:38.753 I just told I just told my seventeen 00:01:38.772 --> 00:01:40.254 year old the other night he was like, 00:01:40.594 --> 00:01:40.694 oh, 00:01:40.974 --> 00:01:43.296 he had his first party at our house. 00:01:43.996 --> 00:01:45.337 It was like I made it too short. 00:01:45.397 --> 00:01:47.099 I told people, you know, come at six, 00:01:47.159 --> 00:01:48.079 leave at nine thirty. 00:01:48.859 --> 00:01:49.159 He was like, 00:01:49.219 --> 00:01:50.120 I was afraid it was going to be 00:01:50.180 --> 00:01:50.540 boring. 00:01:50.600 --> 00:01:50.900 I said, 00:01:51.161 --> 00:01:53.802 you want people to leave wanting to come 00:01:53.841 --> 00:01:55.783 back, wishing they could stay longer. 00:01:55.882 --> 00:01:58.483 Don't keep them here wishing they could 00:01:58.524 --> 00:01:58.924 leave. 00:01:59.683 --> 00:02:01.765 And so it's the same thing back to, 00:02:01.844 --> 00:02:03.365 you know, Dave versus me. 00:02:04.006 --> 00:02:04.885 I'll do an avow. 00:02:05.027 --> 00:02:06.287 You'll be in and out the door in 00:02:06.307 --> 00:02:08.247 twenty minutes because I want you to want 00:02:08.268 --> 00:02:09.728 to come back tomorrow. 00:02:10.308 --> 00:02:12.650 I don't want to overload you with a 00:02:12.710 --> 00:02:14.310 ton of information today. 00:02:14.550 --> 00:02:16.131 You know, that's the whole thing. 00:02:16.471 --> 00:02:18.413 i changed all of like my introductory 00:02:18.432 --> 00:02:20.835 phone calls from like i think they were 00:02:20.854 --> 00:02:22.355 an hour then they were forty five now 00:02:22.376 --> 00:02:24.657 they're thirty and i'm like in my brain 00:02:24.698 --> 00:02:26.338 i'm like do you know what like if 00:02:26.399 --> 00:02:27.620 i could do an analysis of a hundred 00:02:27.639 --> 00:02:29.221 phone calls or a hundred calls or whatever 00:02:29.822 --> 00:02:31.703 it's that first five or seven minutes of 00:02:31.742 --> 00:02:33.865 a zoom call how are you i love 00:02:33.884 --> 00:02:35.445 your living room like like it's just like 00:02:35.466 --> 00:02:37.068 the stuff that doesn't really like can we 00:02:37.087 --> 00:02:39.469 just and at the end we don't know 00:02:39.490 --> 00:02:41.852 what to do it's funny how that works 00:02:42.271 --> 00:02:44.294 we get done right when oh we're at 00:02:44.354 --> 00:02:45.995 time so then shorten the time 00:02:47.658 --> 00:02:49.520 So let's hear what you guys do for 00:02:49.800 --> 00:02:51.362 the big New Year's Eve. 00:02:51.383 --> 00:02:52.084 Dave, start. 00:02:52.343 --> 00:02:53.966 Yeah, you're in some more tropical. 00:02:55.447 --> 00:02:57.927 Even though it's forty two right now, 00:02:58.108 --> 00:02:59.627 we're in Kissimmee, central Florida. 00:02:59.647 --> 00:03:01.389 Oh, nice. 00:03:01.408 --> 00:03:03.289 It's cooler than, you know, we would like. 00:03:03.310 --> 00:03:05.469 But it was it was warmer a couple 00:03:05.490 --> 00:03:06.531 of days ago in South Florida. 00:03:06.591 --> 00:03:07.931 But yeah, just just laid low. 00:03:07.991 --> 00:03:08.510 Nothing crazy. 00:03:08.550 --> 00:03:09.151 Went out to dinner. 00:03:10.372 --> 00:03:11.292 But other than that, 00:03:11.692 --> 00:03:13.473 we were in bed by ten thirty. 00:03:13.752 --> 00:03:15.373 And that is that is the new me. 00:03:15.433 --> 00:03:18.435 That's the new us that that is. 00:03:18.715 --> 00:03:19.294 I mean, I. 00:03:20.719 --> 00:03:22.181 I think maybe this is the first or 00:03:22.241 --> 00:03:23.100 second year that we went, 00:03:23.281 --> 00:03:24.942 maybe second year we went to bed before 00:03:25.062 --> 00:03:27.424 midnight and it's glorious. 00:03:27.683 --> 00:03:27.943 The, 00:03:27.963 --> 00:03:29.185 the only thing that matters is my health 00:03:29.224 --> 00:03:29.685 and wellness. 00:03:29.844 --> 00:03:31.066 And, uh, you know, 00:03:31.126 --> 00:03:32.385 if I don't stay up until midnight, 00:03:32.425 --> 00:03:33.026 any other night, 00:03:33.086 --> 00:03:35.407 like why do it one extra night? 00:03:35.788 --> 00:03:37.109 Just because Ryan Seacrest is on TV. 00:03:38.794 --> 00:03:40.816 yeah i went to a buddy's house and 00:03:40.855 --> 00:03:42.897 like they had all been in florida and 00:03:42.937 --> 00:03:45.158 drove back the day before one of them 00:03:45.179 --> 00:03:47.419 the guy hosting the party his wife is 00:03:47.539 --> 00:03:49.181 always ready to go lauren's ready to go 00:03:49.200 --> 00:03:51.383 to three a.m at any given moment but 00:03:51.443 --> 00:03:52.723 i was like looking at my buddies i'm 00:03:52.763 --> 00:03:55.164 like if i dip out early or like 00:03:55.185 --> 00:03:56.506 are you gonna be mad and these are 00:03:56.526 --> 00:03:57.766 guys i've known since elementary school 00:03:57.787 --> 00:03:58.926 and they were like you're the only one 00:03:58.947 --> 00:04:00.108 without a wife and kids you're the one 00:04:00.127 --> 00:04:03.030 who can bail it like like run run 00:04:03.050 --> 00:04:04.871 for us tell us how it is texas 00:04:05.010 --> 00:04:06.192 texas when you're in bed i want to 00:04:06.231 --> 00:04:06.431 know 00:04:08.638 --> 00:04:12.161 Yeah, we do a big party poker tournament, 00:04:12.200 --> 00:04:13.222 but it's all family. 00:04:13.262 --> 00:04:14.402 It's all kid-friendly. 00:04:14.522 --> 00:04:15.865 Every single year we do it. 00:04:15.965 --> 00:04:16.805 And every year, 00:04:17.045 --> 00:04:18.387 I just pulled up on the screen, 00:04:19.107 --> 00:04:21.629 I don't understand how this works. 00:04:23.391 --> 00:04:23.591 Dave, 00:04:23.632 --> 00:04:25.392 have you ever been to Times Square on 00:04:25.432 --> 00:04:26.014 New Year's Eve? 00:04:26.673 --> 00:04:28.653 no no no i'm not i'm not a 00:04:28.673 --> 00:04:30.915 native new yorker but native new yorkers 00:04:30.935 --> 00:04:34.235 do not go to times square well uh 00:04:34.255 --> 00:04:35.636 and jimmy jimmy you're from you're from 00:04:35.716 --> 00:04:38.336 upstate so you're not a new yorker new 00:04:38.357 --> 00:04:43.057 yorker i was born in the bronx okay 00:04:43.158 --> 00:04:44.637 all right so you're you're you're there's 00:04:44.658 --> 00:04:46.497 an asterisk to saying native new yorkers 00:04:46.538 --> 00:04:48.918 don't go when you're twenty one or when 00:04:48.939 --> 00:04:50.119 you're nineteen you might 00:04:50.737 --> 00:04:51.637 So I had a buddy who went to 00:04:51.677 --> 00:04:52.178 Columbia. 00:04:52.238 --> 00:04:52.959 So I went to school. 00:04:53.060 --> 00:04:54.622 I went to college up, up, upstate, 00:04:55.081 --> 00:04:56.303 but we came home for Christmas break. 00:04:56.324 --> 00:04:56.925 And my buddy was like, 00:04:56.985 --> 00:04:59.146 I got a dorm room in Manhattan. 00:04:59.307 --> 00:05:00.668 Like if we're not taking advantage of 00:05:00.689 --> 00:05:04.653 this, we were like, so we went and, 00:05:05.074 --> 00:05:05.175 uh, 00:05:06.185 --> 00:05:08.047 It's pretty like cell phones and whatnot. 00:05:08.086 --> 00:05:08.266 So yeah, 00:05:08.286 --> 00:05:09.848 I have no photos or videos from this. 00:05:10.367 --> 00:05:11.209 Would I go again? 00:05:11.449 --> 00:05:12.209 Absolutely. 00:05:12.228 --> 00:05:12.629 Way back. 00:05:12.670 --> 00:05:13.290 It was way back. 00:05:13.550 --> 00:05:13.949 Absolutely. 00:05:13.970 --> 00:05:15.391 So Jimmy, you can get that image. 00:05:15.411 --> 00:05:16.512 I don't know why I can't get the 00:05:16.552 --> 00:05:17.872 image off the screen. 00:05:17.971 --> 00:05:19.954 What's up there in the meantime is a 00:05:20.014 --> 00:05:21.935 picture of two thousand twenty four. 00:05:22.555 --> 00:05:24.076 It was the same in two thousand twenty 00:05:24.136 --> 00:05:24.536 five. 00:05:24.776 --> 00:05:27.016 How does Planet Fitness have the money? 00:05:27.137 --> 00:05:29.658 I understand it's a big company, 00:05:29.718 --> 00:05:31.160 big chain, lots of cash. 00:05:31.899 --> 00:05:34.521 How can they possibly afford to spend all 00:05:34.562 --> 00:05:37.704 of that money on that sponsorship, ad, 00:05:37.745 --> 00:05:38.786 whatever you want to call it? 00:05:39.526 --> 00:05:40.887 I looked up in chat, GBT, 00:05:40.908 --> 00:05:43.310 there's no publicly available information, 00:05:43.329 --> 00:05:44.310 which I'm surprised. 00:05:44.391 --> 00:05:46.411 Isn't Planet Fitness a publicly traded 00:05:46.451 --> 00:05:46.752 company? 00:05:47.795 --> 00:05:48.737 Not that I know of. 00:05:49.197 --> 00:05:49.757 Oh, okay. 00:05:49.797 --> 00:05:50.458 Well, anyway, 00:05:51.879 --> 00:05:53.540 it said it could be tens of millions 00:05:53.579 --> 00:05:55.882 of dollars to have that night and all 00:05:55.922 --> 00:05:56.641 that branding. 00:05:57.103 --> 00:05:59.004 How is that possible that they have that 00:05:59.043 --> 00:05:59.543 kind of money? 00:05:59.904 --> 00:06:00.785 I guess the question would be like, 00:06:00.805 --> 00:06:01.766 how many stores do they have? 00:06:01.805 --> 00:06:02.607 What's the average revenue? 00:06:02.627 --> 00:06:03.247 We can do the math. 00:06:03.266 --> 00:06:04.247 They're like cashflow, right? 00:06:04.307 --> 00:06:08.451 Pretty quick if that's available. 00:06:08.990 --> 00:06:10.072 Or they borrow some of the money and 00:06:10.091 --> 00:06:11.653 they know based on their financials and 00:06:11.673 --> 00:06:12.254 their projections, 00:06:12.274 --> 00:06:14.995 they're going to cover those payments in 00:06:15.016 --> 00:06:16.757 the next three to six months or whatever. 00:06:17.238 --> 00:06:17.959 If I were smart, 00:06:18.059 --> 00:06:19.220 I was looking at this photo, you know, 00:06:19.259 --> 00:06:21.240 my went into my head immediately because 00:06:21.259 --> 00:06:22.300 we all have our own lenses. 00:06:23.141 --> 00:06:24.920 If you've got that kind of brand and 00:06:24.940 --> 00:06:26.461 going on and you don't have several 00:06:26.502 --> 00:06:29.062 different media teams shooting non New 00:06:29.101 --> 00:06:32.163 Year's Eve related stuff while you have 00:06:32.223 --> 00:06:33.742 all the branding in New York City, 00:06:34.043 --> 00:06:34.564 you're an idiot. 00:06:34.603 --> 00:06:36.524 Right. 00:06:36.944 --> 00:06:38.324 Like you like you better be multi 00:06:38.345 --> 00:06:39.365 capturing at this point. 00:06:42.576 --> 00:06:44.199 All right, where are we taking the combo? 00:06:45.120 --> 00:06:45.942 I feel like we have a lot in 00:06:45.961 --> 00:06:46.622 the group chat, 00:06:46.663 --> 00:06:48.745 but I honestly wrote you guys off for 00:06:48.766 --> 00:06:48.886 today. 00:06:48.906 --> 00:06:49.767 I was like, there's no way, 00:06:49.788 --> 00:06:50.668 and then I didn't prepare. 00:06:51.711 --> 00:06:52.211 I got something. 00:06:52.331 --> 00:06:52.791 I got something. 00:06:52.851 --> 00:06:53.072 Okay. 00:06:54.103 --> 00:06:54.963 Tony's going to love this. 00:06:55.083 --> 00:06:55.882 Jimmy's going to love this. 00:06:55.983 --> 00:06:56.863 We're talking video. 00:06:57.084 --> 00:06:58.684 We're talking attention. 00:06:58.824 --> 00:06:59.783 We're talking leverage. 00:07:00.403 --> 00:07:00.783 All right. 00:07:00.843 --> 00:07:03.504 So we've been going down to my wife's 00:07:03.524 --> 00:07:05.545 family up here and the other, you know, 00:07:05.625 --> 00:07:07.165 South Florida and Fort Lauderdale for 00:07:07.545 --> 00:07:08.706 forever, for, you know, 00:07:08.725 --> 00:07:09.805 for as long as I've been around for 00:07:09.826 --> 00:07:10.786 the last ten, fifteen years. 00:07:10.826 --> 00:07:14.146 So there's this little ice cream shop 00:07:14.165 --> 00:07:15.447 called Cherry Smash. 00:07:15.846 --> 00:07:18.266 It is no different than any other ice 00:07:18.286 --> 00:07:20.807 cream parlor across the US, most likely. 00:07:21.528 --> 00:07:22.648 The only difference is, is that 00:07:23.911 --> 00:07:25.372 uh well first of all we've been going 00:07:25.692 --> 00:07:27.274 you know intermittently and there's a 00:07:27.295 --> 00:07:30.216 little some screenshots and videos i sent 00:07:30.237 --> 00:07:32.978 you guys there used to never be a 00:07:33.017 --> 00:07:35.720 line at this place and then all of 00:07:35.740 --> 00:07:38.982 a sudden uh annie my wife's cousin was 00:07:39.002 --> 00:07:40.723 like yeah we're you know cherry smash but 00:07:40.783 --> 00:07:43.404 like now there's always a line he's like 00:07:43.425 --> 00:07:44.766 because they kind of like went viral 00:07:44.786 --> 00:07:46.346 there's like a bunch of tick tock videos 00:07:46.367 --> 00:07:46.908 and this and that 00:07:48.550 --> 00:07:51.050 And so, well, why though? 00:07:51.531 --> 00:07:54.112 So you go there and it's just over 00:07:54.552 --> 00:07:57.154 the top with Christmas decorations, 00:07:57.235 --> 00:07:59.536 like outside on the facade of the 00:07:59.576 --> 00:08:01.396 building, in the parking lot, 00:08:01.416 --> 00:08:02.798 there's a fake snow machine out front. 00:08:02.817 --> 00:08:03.458 In Florida, it's like, it's like, 00:08:03.478 --> 00:08:04.379 it's like, it's like, it's like, 00:08:04.439 --> 00:08:05.639 it's like, it's like, it's like, 00:08:05.658 --> 00:08:06.579 it's like, it's like, it's like, 00:08:06.600 --> 00:08:07.759 it's like, it's like, it's like, 00:08:07.779 --> 00:08:08.661 it's like, it's like, it's like, 00:08:08.680 --> 00:08:09.822 it's like, it's like, it's like, 00:08:09.841 --> 00:08:10.802 it's like, it's like, it's like, 00:08:10.822 --> 00:08:12.463 it's like, it's like, it's like, 00:08:12.483 --> 00:08:13.644 it's like, it's like, it's like, 00:08:13.663 --> 00:08:14.543 it's like, it's like, it's like, 00:08:14.564 --> 00:08:15.184 it's like, it's like, it's like, 00:08:15.204 --> 00:08:16.305 it's like, it's like, it's like, 00:08:16.365 --> 00:08:17.024 it's like, it's like, it's like, 00:08:17.084 --> 00:08:17.865 it's like, it's like, 00:08:17.886 --> 00:08:18.146 it's like 00:08:18.245 --> 00:08:19.627 Is it like this all the time or 00:08:19.648 --> 00:08:22.170 this is them at Christmas? 00:08:22.190 --> 00:08:23.031 Great question. 00:08:23.271 --> 00:08:24.512 I had to ask an employee because you 00:08:24.552 --> 00:08:25.814 know I'm nerding out on this stuff and 00:08:25.834 --> 00:08:27.235 I'm like, how could I leverage this? 00:08:27.276 --> 00:08:28.437 How can I use this type of stuff? 00:08:28.838 --> 00:08:29.658 So I asked one of the employees, 00:08:29.718 --> 00:08:31.341 I said, when it's not Christmas, 00:08:31.461 --> 00:08:34.004 what's like, are these decorations up? 00:08:34.024 --> 00:08:34.884 What does this place look like? 00:08:35.365 --> 00:08:36.466 When it's not Christmas, 00:08:36.988 --> 00:08:38.970 it's a whole bunch of antique decorations 00:08:39.129 --> 00:08:41.591 diner features inside of this place so 00:08:41.611 --> 00:08:44.595 it's like older like wooden tchotchkes and 00:08:44.654 --> 00:08:46.897 all that type of stuff so they have 00:08:47.197 --> 00:08:48.259 he said the owner and he was going 00:08:48.298 --> 00:08:49.340 into it i loved it i was getting 00:08:49.360 --> 00:08:50.561 some of the background he said the owner 00:08:50.681 --> 00:08:52.623 owns like the next couple of storefronts 00:08:52.663 --> 00:08:54.604 so he used to be like bays like 00:08:54.624 --> 00:08:57.366 it was like an old antique car repair 00:08:57.726 --> 00:08:59.109 place or whatever so he owns the next 00:08:59.149 --> 00:09:01.110 couple stores that are like bays that 00:09:01.149 --> 00:09:03.111 actually hold all this extra 00:09:04.033 --> 00:09:05.994 Christmas decorations for when it's not 00:09:06.033 --> 00:09:06.413 Christmas. 00:09:06.835 --> 00:09:07.955 And so when it's not Christmas, 00:09:07.975 --> 00:09:11.277 there's still this nostalgic diner feel 00:09:11.356 --> 00:09:13.077 and these old wooden antiques that are 00:09:13.357 --> 00:09:14.458 super unique and all that. 00:09:15.058 --> 00:09:16.038 So I was taking a whole bunch of 00:09:16.059 --> 00:09:16.960 videos inside this place. 00:09:17.000 --> 00:09:19.660 It was pretty big inside in terms of 00:09:19.701 --> 00:09:20.062 seating. 00:09:20.682 --> 00:09:21.702 But when we got there, 00:09:23.023 --> 00:09:24.464 there was a line of like, 00:09:24.524 --> 00:09:25.605 fifty people out the door. 00:09:26.504 --> 00:09:27.966 and i did share something else with you 00:09:28.006 --> 00:09:30.770 guys about potentially like you know pizza 00:09:30.791 --> 00:09:33.313 places giving away free pizza for two 00:09:33.354 --> 00:09:35.256 hours at a time every day in new 00:09:35.277 --> 00:09:35.778 york city 00:09:37.577 --> 00:09:39.399 And pizza places that give away free 00:09:39.479 --> 00:09:39.940 pizza, 00:09:40.399 --> 00:09:42.921 people don't really realize like 00:09:42.961 --> 00:09:45.442 necessarily that it's a block of two hours 00:09:45.482 --> 00:09:46.443 of giving away free pizza. 00:09:46.683 --> 00:09:48.424 All they see is the line, right? 00:09:48.445 --> 00:09:50.605 So it's like this fake perceived, 00:09:50.625 --> 00:09:52.427 you're like FOMO, 00:09:52.586 --> 00:09:53.567 you're missing out on something. 00:09:53.587 --> 00:09:54.467 Yeah, it's real. 00:09:55.109 --> 00:09:56.429 You don't know why there's a line. 00:09:57.169 --> 00:09:58.671 But I was like, man, 00:09:58.990 --> 00:09:59.730 how could we use this? 00:09:59.791 --> 00:10:01.192 I sense you guys in the chat, like, 00:10:01.572 --> 00:10:02.631 I literally am thinking, like, 00:10:03.011 --> 00:10:05.013 could I test this and do a Christmas 00:10:05.052 --> 00:10:05.452 in July? 00:10:05.493 --> 00:10:07.754 Could I get a bunch of merchants nearby 00:10:07.774 --> 00:10:08.033 to, like, 00:10:08.095 --> 00:10:10.875 donate free Christmas stuff and do inside 00:10:10.895 --> 00:10:11.395 of our office, 00:10:11.416 --> 00:10:12.275 kind of like do it up and do, 00:10:12.296 --> 00:10:13.657 like, a fake Christmas in July? 00:10:13.736 --> 00:10:14.937 And then that's the test run. 00:10:15.597 --> 00:10:17.337 And then try to manufacture the same thing 00:10:17.378 --> 00:10:18.479 Cherry Smash did, which is... 00:10:19.198 --> 00:10:20.899 we get something like that to go viral 00:10:20.919 --> 00:10:23.061 to get people to come and just be 00:10:23.760 --> 00:10:25.621 at the office even at six to ten 00:10:25.642 --> 00:10:27.982 p.m at night and in doing so you 00:10:28.003 --> 00:10:29.663 could get free time with santa you could 00:10:29.683 --> 00:10:31.144 get i don't know a free gift a 00:10:31.184 --> 00:10:32.304 free ice cream we're not going to turn 00:10:32.345 --> 00:10:35.106 into like a an actual food you know 00:10:35.126 --> 00:10:37.067 we're not going to dispense ice cream and 00:10:37.388 --> 00:10:38.288 and pay for it we're not going to 00:10:38.307 --> 00:10:39.448 get into the whole you know food 00:10:39.489 --> 00:10:39.928 department 00:10:43.110 --> 00:10:45.250 free massage if we if we got into 00:10:45.311 --> 00:10:47.791 giving away free goodwill or free ice 00:10:47.831 --> 00:10:50.010 cream or free candy canes or whatever 00:10:51.231 --> 00:10:53.631 could that attract people and would they 00:10:53.731 --> 00:10:56.033 come uh and we could i don't know 00:10:56.052 --> 00:10:57.852 you could do qr codes or whatever you 00:10:57.893 --> 00:10:59.493 something to get opt-in so that i'm 00:10:59.552 --> 00:11:02.514 capturing like these nearby people maybe 00:11:02.614 --> 00:11:03.813 maybe they're coming from jersey or long 00:11:03.894 --> 00:11:05.134 island or whatever but this is my intent 00:11:05.153 --> 00:11:06.995 was like how could we use this in 00:11:07.014 --> 00:11:08.534 a physical therapy office to get 00:11:09.394 --> 00:11:10.716 Name, phone number, 00:11:11.316 --> 00:11:13.037 email address maybe of people that are 00:11:13.057 --> 00:11:15.438 coming for this Santa thing. 00:11:15.538 --> 00:11:18.100 But the whole Christmas facade is 00:11:18.860 --> 00:11:20.221 attention, leverage, 00:11:20.701 --> 00:11:23.004 getting eyeballs on your brick and mortar 00:11:23.124 --> 00:11:24.784 physical therapy office. 00:11:24.825 --> 00:11:25.605 There's a lot here. 00:11:26.860 --> 00:11:27.520 So number one, 00:11:27.801 --> 00:11:28.822 are the people that are coming, 00:11:29.222 --> 00:11:31.304 is it a destination or are they walking 00:11:31.345 --> 00:11:33.746 by and it's what the hell is that? 00:11:33.907 --> 00:11:35.408 I'm already here, but let me go there. 00:11:35.448 --> 00:11:35.649 Like, 00:11:35.828 --> 00:11:37.932 is this like I'm on Broadway and these 00:11:37.951 --> 00:11:40.453 are people that are now stopping to create 00:11:41.014 --> 00:11:43.618 foot traffic, a foot traffic jam? 00:11:43.638 --> 00:11:44.479 Or are these people who are like, 00:11:44.519 --> 00:11:46.541 I'm coming from twenty miles away or 00:11:46.581 --> 00:11:47.422 making a destination? 00:11:48.682 --> 00:11:51.085 These are people that are most of them 00:11:51.205 --> 00:11:54.687 seeing the TikTok videos and now there's a 00:11:54.706 --> 00:11:55.326 line out the door. 00:11:56.028 --> 00:11:57.808 Two, three, four, five, six years ago, 00:11:57.849 --> 00:11:58.850 there was never a line in this place. 00:11:58.929 --> 00:11:59.929 It's the same ice cream. 00:11:59.950 --> 00:12:00.870 It's the same milkshakes. 00:12:00.890 --> 00:12:02.192 It's the same flavors. 00:12:02.731 --> 00:12:02.892 You know, 00:12:02.932 --> 00:12:05.313 maybe a few sprinkling of new stuff, 00:12:05.354 --> 00:12:07.154 but like it's basically the same place, 00:12:07.195 --> 00:12:09.375 the same signage, the same everything. 00:12:09.416 --> 00:12:10.697 Now they're just doing social media and 00:12:10.716 --> 00:12:11.817 they're doing videos and all that. 00:12:12.337 --> 00:12:13.798 And their customers are doing videos, 00:12:14.139 --> 00:12:15.820 like, you know, user generated content. 00:12:15.860 --> 00:12:16.081 So yeah. 00:12:16.980 --> 00:12:18.162 People are not walking by. 00:12:18.241 --> 00:12:20.923 In Florida, it's not like, oh, you know, 00:12:21.123 --> 00:12:22.143 it's not food traffic. 00:12:22.283 --> 00:12:24.644 You're not on a boardwalk already, 00:12:24.724 --> 00:12:26.445 and then you're just the loudest thing. 00:12:27.365 --> 00:12:28.784 This is why stores were in the mall, 00:12:29.065 --> 00:12:29.225 right? 00:12:29.245 --> 00:12:29.885 It's like, that's insane. 00:12:29.905 --> 00:12:30.966 They're going to compete with each other. 00:12:30.985 --> 00:12:31.525 I'm like, no, 00:12:31.546 --> 00:12:33.287 they understand that I don't just need 00:12:33.346 --> 00:12:33.807 underpants. 00:12:33.846 --> 00:12:35.307 I need socks and shoes and a hockey 00:12:35.327 --> 00:12:35.587 stick. 00:12:36.827 --> 00:12:37.548 You're in New York. 00:12:39.328 --> 00:12:43.610 So like a seven in Kissimmee is a 00:12:43.691 --> 00:12:44.431 two in New York. 00:12:45.839 --> 00:12:46.359 You know what I mean? 00:12:46.720 --> 00:12:48.240 Like you spent a million dollars in 00:12:48.301 --> 00:12:49.961 Kissimmee and they're like, 00:12:50.101 --> 00:12:51.302 thanks for paying your rent. 00:12:51.403 --> 00:12:52.684 Like, thanks for coming out. 00:12:53.125 --> 00:12:54.306 So you have to, you know, 00:12:54.346 --> 00:12:55.866 to not quote Spinal Tap, 00:12:55.886 --> 00:12:57.607 you have to go to a level where 00:12:57.688 --> 00:12:59.370 Kissimmee might have to go to a six. 00:13:00.270 --> 00:13:00.510 And... 00:13:01.820 --> 00:13:02.659 That's weird. 00:13:02.821 --> 00:13:05.562 Santa Claus and snow in Florida is weird. 00:13:06.302 --> 00:13:07.462 It's not weird at all in New York. 00:13:07.543 --> 00:13:08.243 It's expected. 00:13:08.263 --> 00:13:09.844 Now you're competing with Rockefeller 00:13:09.903 --> 00:13:10.224 Center. 00:13:11.065 --> 00:13:12.785 I think you have to go to the 00:13:12.905 --> 00:13:14.186 other edge. 00:13:14.206 --> 00:13:15.307 Brainstorming is cool, 00:13:15.326 --> 00:13:16.567 but there's this exercise called 00:13:16.687 --> 00:13:17.888 edgecraft. 00:13:17.967 --> 00:13:18.668 Why wouldn't you do... 00:13:19.609 --> 00:13:21.610 What's the opposite of Christmas? 00:13:22.130 --> 00:13:22.711 Oh, the Grinch. 00:13:22.791 --> 00:13:25.111 I don't know. 00:13:25.172 --> 00:13:27.994 I think the Grinch is now one degree 00:13:28.053 --> 00:13:28.214 over. 00:13:28.553 --> 00:13:30.134 It's either July Fourth or Halloween. 00:13:31.794 --> 00:13:34.976 it's the anti thing or it's the, 00:13:35.038 --> 00:13:35.798 it's so hot. 00:13:36.158 --> 00:13:37.519 We're we have, we have, 00:13:37.860 --> 00:13:39.620 we have people doing workouts. 00:13:39.921 --> 00:13:42.123 We have Venice beach on what street is 00:13:42.143 --> 00:13:43.344 your, is your brick and mortar on? 00:13:44.235 --> 00:13:45.855 It's a billionaire's row. 00:13:46.155 --> 00:13:47.297 Venice, Venice beach. 00:13:47.596 --> 00:13:49.619 And now you have heaters and then you 00:13:49.658 --> 00:13:52.360 have people doing Venice beach things on 00:13:52.400 --> 00:13:54.501 the, on the, on the, on the sidewalk. 00:13:55.222 --> 00:13:56.283 And then the challenge, 00:13:56.303 --> 00:13:57.625 the interactive longboarding, 00:13:57.725 --> 00:13:58.264 longboarding. 00:13:58.424 --> 00:13:58.765 Yes. 00:13:58.946 --> 00:14:00.947 Everything that's Venice beach is New York 00:14:00.966 --> 00:14:01.727 and it's what's cold. 00:14:01.768 --> 00:14:02.567 It's hot and what's hot. 00:14:02.587 --> 00:14:02.849 It's cold. 00:14:02.948 --> 00:14:03.129 All right. 00:14:03.149 --> 00:14:04.990 I like this. 00:14:05.070 --> 00:14:05.509 I like this. 00:14:05.529 --> 00:14:06.870 I think that's, that's a play. 00:14:06.890 --> 00:14:08.472 I don't think it's necessarily the play, 00:14:08.533 --> 00:14:08.852 but like, 00:14:10.048 --> 00:14:11.590 You can't copy them because then you'd 00:14:11.610 --> 00:14:13.049 have to outdo them by a factor of 00:14:13.309 --> 00:14:13.990 one thousand. 00:14:14.510 --> 00:14:15.691 And that math doesn't math. 00:14:15.910 --> 00:14:20.052 But doing Venice Beach might. 00:14:20.072 --> 00:14:21.293 This is what happens when I listen to 00:14:21.352 --> 00:14:21.712 Rory. 00:14:21.913 --> 00:14:23.033 What's what's his last name? 00:14:24.573 --> 00:14:25.053 Sutherland. 00:14:25.455 --> 00:14:26.134 And he's like, yes. 00:14:27.307 --> 00:14:28.727 I was just listening to an episode as 00:14:28.748 --> 00:14:29.989 I was getting ready today and I was 00:14:30.028 --> 00:14:31.370 three minutes late. 00:14:31.409 --> 00:14:32.570 I think it's the guy who was CEO 00:14:32.610 --> 00:14:34.672 of TaylorMade and then became the CEO of 00:14:34.711 --> 00:14:35.292 Taco Bell. 00:14:35.532 --> 00:14:36.812 And he was talking about TaylorMade and he 00:14:36.832 --> 00:14:37.133 was like, 00:14:37.513 --> 00:14:38.833 we saw we were in a race and 00:14:38.854 --> 00:14:40.735 it was Callaway and whoever was in front 00:14:40.774 --> 00:14:40.955 of him. 00:14:40.995 --> 00:14:41.355 And it was like, 00:14:41.796 --> 00:14:43.317 even if we did everything they did, 00:14:43.616 --> 00:14:44.957 we're just going to still follow them. 00:14:45.518 --> 00:14:46.359 And he's like, so we took our, 00:14:46.458 --> 00:14:48.320 he's like, why are we so slow? 00:14:48.399 --> 00:14:48.879 And they're like, 00:14:48.899 --> 00:14:50.522 so he didn't know anything about golf or 00:14:50.562 --> 00:14:51.662 like really the ins and outs. 00:14:51.982 --> 00:14:52.283 And he was like, 00:14:52.302 --> 00:14:53.844 it takes three to four years to like 00:14:53.864 --> 00:14:55.404 come up with an idea for a product 00:14:55.804 --> 00:14:56.865 and then have it in shelves. 00:14:56.905 --> 00:14:57.907 And he was like, it's a year now. 00:14:58.827 --> 00:14:59.748 And like, you can't do that. 00:14:59.807 --> 00:15:00.548 He's like, it's a year now. 00:15:01.389 --> 00:15:02.830 So you have to do the, 00:15:02.931 --> 00:15:04.392 it's their year now is we're not going 00:15:04.412 --> 00:15:05.532 to just put up Christmas lights. 00:15:05.591 --> 00:15:06.913 We are going to vomit Christmas. 00:15:07.052 --> 00:15:07.354 Why? 00:15:07.533 --> 00:15:08.715 Because it's a juxtaposition. 00:15:09.542 --> 00:15:11.203 And then you go on with PT Barnum, 00:15:11.264 --> 00:15:12.605 nothing attracts a crowd like a crowd. 00:15:13.044 --> 00:15:13.586 I still like... 00:15:13.605 --> 00:15:15.187 Do you guys remember the pull-up bus? 00:15:15.807 --> 00:15:16.849 Yeah. 00:15:17.089 --> 00:15:18.530 It's a guy who drives around and he 00:15:18.630 --> 00:15:20.873 welded a pull-up bar into his hitch in 00:15:20.893 --> 00:15:21.393 his van. 00:15:21.453 --> 00:15:22.875 And then he stands outside and there's a 00:15:22.955 --> 00:15:25.236 whole category of these videos now. 00:15:25.496 --> 00:15:26.278 And I love them. 00:15:27.418 --> 00:15:27.980 Where it's like... 00:15:29.397 --> 00:15:30.618 A guy walks around a college campus with 00:15:30.638 --> 00:15:31.697 a football and he goes, 00:15:31.738 --> 00:15:32.578 I'll give you a hundred dollars if you 00:15:32.599 --> 00:15:32.979 catch this. 00:15:33.058 --> 00:15:33.980 And he just throws the ball. 00:15:34.000 --> 00:15:34.580 And like, honestly, 00:15:34.600 --> 00:15:35.620 like girl's got an iPad. 00:15:35.640 --> 00:15:36.561 I was like, who are you? 00:15:36.801 --> 00:15:37.422 No setup. 00:15:38.101 --> 00:15:38.481 But the, 00:15:38.503 --> 00:15:39.802 he's able to give away a hundred dollars 00:15:39.822 --> 00:15:41.423 or a thousand dollars at a time because 00:15:42.225 --> 00:15:45.105 it's so ridiculous, but it's not, 00:15:45.706 --> 00:15:47.008 you know, it's not gonzo off the, 00:15:47.067 --> 00:15:47.408 it's like, wow, is, 00:15:47.467 --> 00:15:48.067 is she going to catch it? 00:15:48.087 --> 00:15:48.368 You do that. 00:15:48.388 --> 00:15:48.609 You do that. 00:15:48.629 --> 00:15:48.928 You do that. 00:15:48.969 --> 00:15:49.188 You do that. 00:15:49.208 --> 00:15:49.469 You do that. 00:15:49.489 --> 00:15:49.729 You do that. 00:15:49.749 --> 00:15:50.190 You do that. 00:15:50.210 --> 00:15:50.529 You do that. 00:15:50.590 --> 00:15:50.970 You do that. 00:15:50.990 --> 00:15:51.309 You do that. 00:15:51.330 --> 00:15:51.610 You do that. 00:15:51.629 --> 00:15:51.951 You do that. 00:15:51.971 --> 00:15:52.191 You do that. 00:15:52.211 --> 00:15:52.471 You do that. 00:15:52.490 --> 00:15:52.711 You do that. 00:15:52.730 --> 00:15:52.951 You do that. 00:15:52.971 --> 00:15:53.792 You do that. 00:15:53.851 --> 00:15:54.131 You do that. 00:15:54.152 --> 00:15:54.392 You do that. 00:15:54.412 --> 00:15:54.631 You do that. 00:15:54.652 --> 00:15:54.871 You do that. 00:15:54.892 --> 00:15:55.113 You do that. 00:15:55.133 --> 00:15:55.432 You do that. 00:15:55.452 --> 00:15:55.732 You do that. 00:15:55.873 --> 00:15:56.413 You do that. 00:15:56.452 --> 00:15:56.673 You do that. 00:15:56.714 --> 00:15:57.114 You do that. 00:15:57.153 --> 00:15:57.533 You do that. 00:15:59.835 --> 00:16:02.716 So Dave shared this, 00:16:02.956 --> 00:16:04.158 which he already talked about. 00:16:04.177 --> 00:16:06.599 A Brooklyn startup founder stopped selling 00:16:06.658 --> 00:16:09.139 pizza and giving it away for free. 00:16:09.179 --> 00:16:11.182 Free slices made him a million dollars in 00:16:11.221 --> 00:16:11.741 three days. 00:16:12.361 --> 00:16:13.822 Wow. 00:16:13.903 --> 00:16:14.563 Everything else? 00:16:15.524 --> 00:16:15.683 Well, 00:16:15.724 --> 00:16:17.706 this is exactly what we've been talking 00:16:17.745 --> 00:16:20.207 about back to, okay, 00:16:20.368 --> 00:16:23.649 I can charge one human for one hour, 00:16:24.110 --> 00:16:25.912 a hundred dollars, three hundred dollars, 00:16:26.052 --> 00:16:27.653 even a thousand dollars. 00:16:28.254 --> 00:16:30.936 Or I can monetize that hour that I 00:16:30.975 --> 00:16:32.096 spend with that human, 00:16:32.697 --> 00:16:33.979 put it out on media, 00:16:34.158 --> 00:16:36.059 let YouTube pay me, Facebook pay me, 00:16:36.159 --> 00:16:38.062 Instagram, all of these other things. 00:16:38.701 --> 00:16:40.143 That one hour of my life that I'm 00:16:40.182 --> 00:16:41.083 never going to get back, 00:16:41.264 --> 00:16:43.066 it could be monetized for tens of 00:16:43.105 --> 00:16:43.985 thousands of dollars. 00:16:45.307 --> 00:16:48.109 And so you take the experience that Dave 00:16:48.389 --> 00:16:49.470 is describing, 00:16:50.110 --> 00:16:52.772 you make it something visually appealing, 00:16:52.851 --> 00:16:55.253 something Mr. Beast would look at and say, 00:16:55.293 --> 00:16:56.594 yes, this is going to get clicks. 00:16:56.614 --> 00:16:57.835 This is going to get watch time. 00:16:57.855 --> 00:16:59.034 This is going to get people to pay 00:16:59.054 --> 00:16:59.556 attention. 00:17:00.355 --> 00:17:01.756 And then that's the product. 00:17:02.197 --> 00:17:03.317 It's not the therapy. 00:17:03.357 --> 00:17:05.598 The therapy is just the raw materials to 00:17:05.659 --> 00:17:06.640 create the product. 00:17:07.079 --> 00:17:08.541 I created a video yesterday where I was 00:17:09.123 --> 00:17:10.904 I forget what I now walk around a 00:17:10.944 --> 00:17:12.467 little pad and I just write down the 00:17:12.507 --> 00:17:14.169 word and then I create a video about 00:17:14.388 --> 00:17:15.931 that thing that I was going to explain 00:17:15.971 --> 00:17:16.230 later. 00:17:16.711 --> 00:17:17.653 And that's way easier. 00:17:18.894 --> 00:17:20.476 It was like I live in New York 00:17:20.516 --> 00:17:22.278 where all the people from the city come 00:17:22.459 --> 00:17:24.681 in the fall and pick apples or they 00:17:24.701 --> 00:17:25.843 look at the foliage. 00:17:26.403 --> 00:17:28.384 right that's just leaves that's that's the 00:17:28.403 --> 00:17:29.424 way we that's why we up so that's 00:17:29.444 --> 00:17:32.405 why we upsell leaves and the funny part 00:17:32.425 --> 00:17:34.207 is i've lived in the city i've lived 00:17:34.307 --> 00:17:36.127 here i've lived in tourist destinations 00:17:36.167 --> 00:17:37.949 i've lived in urban destinations and 00:17:37.989 --> 00:17:40.690 people where you are are always pissed 00:17:40.710 --> 00:17:42.131 that the other people are there and i'm 00:17:42.151 --> 00:17:44.132 like you do know they're paying for this 00:17:44.853 --> 00:17:46.854 right like this is a good thing also 00:17:47.114 --> 00:17:48.753 you know you go to the city for 00:17:48.795 --> 00:17:51.435 things and that's other people's houses 00:17:51.476 --> 00:17:53.217 but anyway yep um 00:17:54.884 --> 00:17:55.586 Apple orchards. 00:17:55.965 --> 00:17:57.847 If you're in the market for apples, 00:17:57.968 --> 00:17:59.608 an orchard is ironically the dumbest place 00:17:59.628 --> 00:18:02.050 to go because it's really expensive to get 00:18:02.152 --> 00:18:02.892 a bag of apples. 00:18:02.912 --> 00:18:04.313 You could go two miles down the road 00:18:04.333 --> 00:18:06.654 to a supermarket and get probably the same 00:18:06.715 --> 00:18:07.056 apples, 00:18:07.096 --> 00:18:08.717 the exact same apples from that orchard, 00:18:09.097 --> 00:18:09.577 way less. 00:18:09.938 --> 00:18:11.259 And they know you're not going there for 00:18:11.298 --> 00:18:11.759 the apples. 00:18:11.859 --> 00:18:13.361 So they don't charge you a dollar an 00:18:13.421 --> 00:18:13.641 apple. 00:18:13.662 --> 00:18:15.222 They charge you two fifty an apple because 00:18:15.242 --> 00:18:15.823 you're there for... 00:18:16.663 --> 00:18:19.085 the free the free band and the free 00:18:19.184 --> 00:18:21.705 cider and angry orchard is down the street 00:18:21.726 --> 00:18:23.227 so you can go get some cider sipping 00:18:23.267 --> 00:18:25.647 and and you're there for the wagon ride 00:18:25.728 --> 00:18:28.769 and the cornhole and the all that stuff 00:18:28.808 --> 00:18:31.130 and people happily pay it why because you 00:18:31.170 --> 00:18:34.491 can't get that in manhattan that's why you 00:18:34.531 --> 00:18:36.512 come here right i think it might be 00:18:36.553 --> 00:18:38.673 similar to kissimmee what can't you get in 00:18:38.693 --> 00:18:41.095 manhattan that's another idea we're 00:18:41.134 --> 00:18:43.115 talking riffing on the whole opposite of 00:18:43.135 --> 00:18:44.395 christmas thing right on 00:18:47.150 --> 00:18:48.391 What if we brought fake trees? 00:18:48.411 --> 00:18:49.833 We do apple picking in the fall. 00:18:51.074 --> 00:18:51.193 See, 00:18:51.535 --> 00:18:53.817 I'm trying to think of the things for 00:18:54.417 --> 00:18:56.920 getting leads and patients and attention 00:18:56.941 --> 00:18:58.301 and all that that have to do with 00:18:58.321 --> 00:19:00.544 families because then it's the husband and 00:19:00.564 --> 00:19:02.145 the wife and maybe the kids. 00:19:02.926 --> 00:19:03.667 It's like an event. 00:19:04.228 --> 00:19:06.269 As long as you can even, like, 00:19:06.329 --> 00:19:08.432 if you bring a tree, make a tree, 00:19:08.451 --> 00:19:09.653 but have one of the things be a 00:19:09.712 --> 00:19:10.292 pull-up bar. 00:19:10.634 --> 00:19:12.996 Like, there should always be a movement. 00:19:13.036 --> 00:19:13.615 Like, you know what I mean? 00:19:13.635 --> 00:19:14.557 It shouldn't be like, 00:19:14.596 --> 00:19:15.897 what's the direct line between, 00:19:15.917 --> 00:19:17.118 why is this guy apple picking, 00:19:17.159 --> 00:19:17.799 but he's a PT? 00:19:17.819 --> 00:19:19.540 I don't get it. 00:19:19.740 --> 00:19:21.442 He's going to make a jungle gym look 00:19:21.502 --> 00:19:23.104 like an apple orchard. 00:19:23.163 --> 00:19:24.964 He's going to do all this Halloween stuff. 00:19:25.705 --> 00:19:26.547 But like, I don't know, 00:19:26.606 --> 00:19:28.268 maybe everything's six months later. 00:19:28.347 --> 00:19:30.349 So like Christmas is in December. 00:19:30.410 --> 00:19:33.112 What's in June, July, fourth of July in, 00:19:33.392 --> 00:19:35.273 in may you do Halloween. 00:19:35.314 --> 00:19:36.815 Cause that's as far as you can get. 00:19:37.075 --> 00:19:38.336 Maybe you're always twelve. 00:19:38.537 --> 00:19:40.478 Maybe you're always a hundred degrees off 00:19:40.617 --> 00:19:41.219 on your holiday. 00:19:43.250 --> 00:19:44.071 I don't know. 00:19:44.092 --> 00:19:44.471 So, Jimmy, 00:19:44.551 --> 00:19:46.993 I shared a link that you shared from 00:19:47.074 --> 00:19:50.156 Instagram talking about this cocktail 00:19:50.217 --> 00:19:51.518 comes with a letter. 00:19:52.459 --> 00:19:53.519 Oh, this was a cool idea. 00:19:53.599 --> 00:19:54.140 Yeah, yeah, yeah. 00:19:54.200 --> 00:19:55.101 So let me bring it up. 00:19:55.121 --> 00:19:55.800 Are you going to bring it up? 00:19:55.942 --> 00:19:56.882 Yeah, you bring it up. 00:19:57.082 --> 00:19:58.403 I'll bring up a screenshot. 00:19:58.824 --> 00:20:00.164 So I saw, of course, I clicked. 00:20:00.285 --> 00:20:01.326 Yeah, just do a screenshot. 00:20:01.586 --> 00:20:02.047 So essentially, 00:20:02.067 --> 00:20:04.048 you order this cocktail called the Scarlet 00:20:04.107 --> 00:20:04.387 Letter. 00:20:07.028 --> 00:20:09.470 going back to tenth grade english i 00:20:09.529 --> 00:20:11.230 remember it was a book i don't remember 00:20:11.250 --> 00:20:12.451 what it was about but everybody knows the 00:20:12.471 --> 00:20:17.011 scarlet letter right um and you it's fancy 00:20:17.112 --> 00:20:18.412 and it's probably the most expensive thing 00:20:18.432 --> 00:20:19.412 on the menu which is why people are 00:20:19.432 --> 00:20:21.251 like how i've got it what is this 00:20:21.571 --> 00:20:23.932 it's it's your birthday remind me to tell 00:20:23.952 --> 00:20:25.492 you the story about the barber chair but 00:20:25.952 --> 00:20:28.334 i digress so with that you when you 00:20:28.433 --> 00:20:31.575 order the scarlet letter you and only you 00:20:31.615 --> 00:20:33.174 get a sealed in wax 00:20:34.736 --> 00:20:36.817 letter from the the last person who 00:20:36.916 --> 00:20:40.417 ordered that drink just to you and then 00:20:40.518 --> 00:20:43.098 you are a responsibility to write a secret 00:20:43.219 --> 00:20:45.740 letter that is so genius guys it's so 00:20:45.819 --> 00:20:49.260 dumb so smart it's savvy though it's 00:20:49.300 --> 00:20:51.221 different so dumb can i tell you about 00:20:51.241 --> 00:20:54.423 the barber chair yeah this is dumb but 00:20:54.442 --> 00:20:55.843 so brilliant there's a guy who had a 00:20:55.863 --> 00:20:59.625 a a franchise of bars called hardware bar 00:21:00.617 --> 00:21:01.557 And his shtick was, 00:21:01.577 --> 00:21:03.459 was a bar for twenty one, twenty two, 00:21:03.499 --> 00:21:04.200 twenty five year olds. 00:21:04.460 --> 00:21:05.440 But everything looked like a hardware 00:21:05.460 --> 00:21:05.700 store. 00:21:06.060 --> 00:21:06.221 Right. 00:21:06.260 --> 00:21:06.840 That was the thing. 00:21:08.001 --> 00:21:09.261 But he also understood they were there for 00:21:09.281 --> 00:21:09.642 a show. 00:21:09.882 --> 00:21:10.863 So there was always a band. 00:21:11.643 --> 00:21:14.184 There was always a ridiculous can't be 00:21:14.244 --> 00:21:15.305 true contest. 00:21:15.865 --> 00:21:17.526 We did vibrator races. 00:21:18.086 --> 00:21:21.347 We did dunking for we did dunking for 00:21:21.387 --> 00:21:23.269 doughnuts in beer. 00:21:23.848 --> 00:21:24.088 Right. 00:21:24.489 --> 00:21:25.670 And it was this dumb contest. 00:21:25.710 --> 00:21:26.951 It was always at midnight and then it 00:21:26.971 --> 00:21:27.570 was always late. 00:21:27.590 --> 00:21:28.932 It was always like twelve forty five to 00:21:28.951 --> 00:21:29.751 keep it keep it going. 00:21:30.480 --> 00:21:31.842 But the trip was always for a trip 00:21:31.862 --> 00:21:32.643 for two to the Bahamas. 00:21:32.962 --> 00:21:34.384 People like you're not that's not on a 00:21:34.443 --> 00:21:36.005 Friday in Wilkes-Barre, Pennsylvania. 00:21:36.404 --> 00:21:36.644 Yes, 00:21:36.685 --> 00:21:38.067 he was because he bought them in bulk 00:21:38.086 --> 00:21:39.528 from a travel agency and it was the 00:21:39.567 --> 00:21:40.167 bare bones. 00:21:40.347 --> 00:21:41.528 So he could go on the radio and 00:21:41.588 --> 00:21:42.970 say trip for two to the Bahamas. 00:21:43.029 --> 00:21:43.651 You have to go. 00:21:43.711 --> 00:21:44.371 You have to try. 00:21:45.011 --> 00:21:48.453 But his piece de resistance was he had 00:21:48.574 --> 00:21:52.997 mounted mounted a barber chair on the bar 00:21:53.156 --> 00:21:53.897 at the end of the bar. 00:21:54.278 --> 00:21:55.219 So you're sitting there and you're 00:21:55.298 --> 00:21:56.299 drinking and you have to be like, 00:21:57.421 --> 00:21:58.722 why is there a barber chair? 00:21:58.942 --> 00:22:01.345 So there was a barber chair shot where 00:22:01.405 --> 00:22:03.086 someone paid, you know, a shot was, 00:22:03.106 --> 00:22:03.387 I don't know, 00:22:03.428 --> 00:22:05.029 ten bucks or eight bucks or something. 00:22:05.750 --> 00:22:07.553 The barber chair shot was thirty-five. 00:22:08.333 --> 00:22:09.173 And if that happened... 00:22:10.296 --> 00:22:12.676 somebody pushed a button and the dj got 00:22:12.717 --> 00:22:14.678 a little thing dropped the lights put the 00:22:14.738 --> 00:22:16.920 spotlight on the bar the music came down 00:22:17.539 --> 00:22:19.980 right your friend got escorted up onto the 00:22:20.000 --> 00:22:23.063 bar usually a dude by a female bartender 00:22:23.083 --> 00:22:24.663 who was quite attractive right wearing a 00:22:24.703 --> 00:22:26.865 hardware a hard helmet and then they do 00:22:26.904 --> 00:22:30.326 this whole like lady lady gaga whatever 00:22:30.406 --> 00:22:32.268 dance to it where your friend is like 00:22:32.387 --> 00:22:34.249 getting whipped with like a belt and 00:22:34.269 --> 00:22:35.750 whatever and then a shot poured down his 00:22:35.769 --> 00:22:37.530 throat his head shaking just like in 00:22:37.570 --> 00:22:39.412 mexico and then get the hell off my 00:22:39.432 --> 00:22:39.632 bar 00:22:43.613 --> 00:22:45.032 No haircuts were involved. 00:22:45.292 --> 00:22:46.334 No actual haircuts. 00:22:47.153 --> 00:22:48.295 But it was called a barber chair shot. 00:22:48.454 --> 00:22:50.296 Like a barber chair doesn't belong there. 00:22:50.336 --> 00:22:51.655 So it's juxtaposed. 00:22:52.415 --> 00:22:53.537 So like that's where I'm like, 00:22:53.557 --> 00:22:54.717 if you're going to do something weird, 00:22:54.817 --> 00:22:55.577 like make it 00:22:56.837 --> 00:22:59.818 stupidly weird make it dumb you could do 00:22:59.858 --> 00:23:01.159 a little bit off like i used to 00:23:01.180 --> 00:23:02.359 do a thing called like what the hell 00:23:02.380 --> 00:23:04.079 theater i would read the news but it 00:23:04.099 --> 00:23:05.441 was all the dumbest news you could find 00:23:05.461 --> 00:23:07.000 on the internet so it's like oh a 00:23:07.101 --> 00:23:08.501 regular thing is to read the news on 00:23:08.521 --> 00:23:09.961 the radio it's like yeah but i read 00:23:09.981 --> 00:23:11.782 all the florida man stories or like can 00:23:11.803 --> 00:23:14.544 you believe this happened like so you just 00:23:14.644 --> 00:23:15.423 i don't know you got to make the 00:23:15.463 --> 00:23:18.924 big small the small big i don't know 00:23:19.244 --> 00:23:20.645 so do you guys do any kind of 00:23:20.705 --> 00:23:23.666 resolution or any any pledges for the new 00:23:23.707 --> 00:23:23.906 year 00:23:25.962 --> 00:23:29.825 You can take this, Dave. 00:23:29.884 --> 00:23:30.285 I have one too. 00:23:30.305 --> 00:23:30.465 No, no. 00:23:30.506 --> 00:23:31.346 I'm already locked in. 00:23:31.405 --> 00:23:32.067 The health and wellness. 00:23:32.106 --> 00:23:34.788 No, that's good. 00:23:34.847 --> 00:23:37.269 My health and wellness, family, business, 00:23:37.849 --> 00:23:39.351 that's all one bucket somehow. 00:23:39.432 --> 00:23:41.173 And then the second bucket is, you know, 00:23:41.752 --> 00:23:43.976 trends and all that, you know, type stuff. 00:23:44.036 --> 00:23:45.258 It sounds like you don't need the 00:23:45.298 --> 00:23:46.439 resolution because you're like, 00:23:46.499 --> 00:23:47.820 I'm three miles into this race. 00:23:47.861 --> 00:23:48.922 Like I'm doing like, 00:23:49.163 --> 00:23:50.505 I'm now just going to repeat the thing 00:23:50.545 --> 00:23:51.224 I'm doing, which is good. 00:23:51.665 --> 00:23:53.888 So it's not so much of a resolution, 00:23:53.909 --> 00:23:56.571 but do you guys know Jeff, Jesse Itzler? 00:23:57.093 --> 00:23:59.174 yeah of course yeah of course so i 00:23:59.194 --> 00:24:00.395 didn't know who he was until a couple 00:24:00.415 --> 00:24:02.176 years ago because he started doing stuff 00:24:02.196 --> 00:24:03.678 with his buddies with like david goggins 00:24:03.817 --> 00:24:06.099 who is it seems insane right he's like 00:24:06.319 --> 00:24:08.402 the shaved head former military navy seal 00:24:08.422 --> 00:24:10.403 guy so jesse of course now is everywhere 00:24:10.423 --> 00:24:11.825 on my feed and his he does have 00:24:11.845 --> 00:24:13.586 a really cool story he started like a 00:24:13.705 --> 00:24:16.107 jet business when he was like and he's 00:24:16.147 --> 00:24:17.288 like i didn't know anything about jets but 00:24:17.509 --> 00:24:19.250 he understood what he was doing he's the 00:24:19.270 --> 00:24:20.551 kind of guy epic failures 00:24:21.192 --> 00:24:22.013 But he's the kind of guy who also 00:24:22.054 --> 00:24:22.535 sits down and is like, 00:24:22.555 --> 00:24:23.336 what did I learn from this? 00:24:23.396 --> 00:24:24.278 And then he just keeps going, 00:24:24.378 --> 00:24:25.080 which is admirable. 00:24:25.402 --> 00:24:26.964 Wasn't he a white rapper too? 00:24:27.646 --> 00:24:29.671 He did Go New York Go. 00:24:30.559 --> 00:24:31.800 Yeah, he wanted to be a white rapper. 00:24:31.840 --> 00:24:33.922 He sold like a rap to like the 00:24:33.961 --> 00:24:34.281 Knicks. 00:24:34.501 --> 00:24:35.623 And he told the story how he's like, 00:24:36.303 --> 00:24:37.884 they paid me five thousand dollars, 00:24:37.943 --> 00:24:39.785 which in nineteen eighty nine was insane. 00:24:39.825 --> 00:24:40.244 But he's like, 00:24:40.325 --> 00:24:41.705 I had to use all the money and 00:24:41.746 --> 00:24:43.507 then more to get it made. 00:24:43.846 --> 00:24:44.928 He's like, I didn't price it right. 00:24:45.188 --> 00:24:45.508 But he's like, 00:24:45.567 --> 00:24:47.528 I understood me being the voice of Go 00:24:47.568 --> 00:24:49.670 New York Go was more than five thousand 00:24:49.690 --> 00:24:49.990 dollars. 00:24:50.009 --> 00:24:50.711 So you spend it. 00:24:52.172 --> 00:24:53.633 he tells a story how when he was 00:24:53.673 --> 00:24:56.013 trying to sell something, 00:24:56.095 --> 00:24:57.976 I think jet services to the Yankees, 00:24:58.576 --> 00:24:59.517 they wind up saying no. 00:24:59.537 --> 00:25:02.058 And then they sold him season tickets in 00:25:02.078 --> 00:25:03.180 like ninety six. 00:25:03.940 --> 00:25:04.200 And he goes, 00:25:04.240 --> 00:25:05.240 we didn't have two dollars to rub 00:25:05.280 --> 00:25:05.601 together. 00:25:05.981 --> 00:25:07.063 But he's like, four years later, 00:25:07.083 --> 00:25:08.604 I'm sitting at Yankee games with Jay-Z. 00:25:10.549 --> 00:25:11.150 And he's like, 00:25:11.170 --> 00:25:12.230 now JD's sending me clients. 00:25:12.310 --> 00:25:13.672 And are those tickets worth it? 00:25:13.731 --> 00:25:15.773 He's like four billion times over. 00:25:16.114 --> 00:25:17.295 So here's what I got from Jesse. 00:25:17.355 --> 00:25:19.576 I wound up buying his product because if 00:25:19.656 --> 00:25:21.397 I see something from Jesse four thousand 00:25:21.438 --> 00:25:22.239 times, eventually I'm like, 00:25:22.378 --> 00:25:23.160 I know who he is. 00:25:23.200 --> 00:25:23.779 He's cool. 00:25:24.259 --> 00:25:25.121 And then when he says I have a 00:25:25.201 --> 00:25:26.162 big ass calendar, 00:25:26.561 --> 00:25:29.243 eventually I go buy his big ass calendar. 00:25:29.305 --> 00:25:30.505 And this is his big ass calendar. 00:25:30.625 --> 00:25:31.226 Just a calendar. 00:25:32.047 --> 00:25:32.946 I could probably go get that printed 00:25:32.987 --> 00:25:34.248 myself, but I won't. 00:25:35.128 --> 00:25:36.951 And he says, and he's like me, 00:25:37.011 --> 00:25:38.453 where I've always got a dry erase board 00:25:38.473 --> 00:25:39.855 and I get made fun of from it 00:25:40.076 --> 00:25:40.517 by people. 00:25:40.978 --> 00:25:42.160 I need to sort of see it visually. 00:25:42.480 --> 00:25:43.382 So I bought his calendar. 00:25:43.402 --> 00:25:43.821 But then he's like, 00:25:43.842 --> 00:25:44.784 it's not just the calendar. 00:25:45.424 --> 00:25:46.826 So he's got these three things. 00:25:47.007 --> 00:25:48.568 So have you ever heard of a Misogi 00:25:48.588 --> 00:25:48.809 calendar? 00:25:49.866 --> 00:25:50.067 No. 00:25:50.448 --> 00:25:51.208 A Misogi is like, 00:25:51.248 --> 00:25:53.269 you should have one crazy thing that 00:25:53.289 --> 00:25:53.970 you're going to do that year. 00:25:54.151 --> 00:25:54.931 I don't care what it is. 00:25:55.330 --> 00:25:56.251 Swim the English Channel, 00:25:56.491 --> 00:25:58.354 climb a mountain, run a tenk. 00:25:58.433 --> 00:26:00.154 He's like, but whatever's big to you, 00:26:00.596 --> 00:26:02.396 put it on the calendar or it does 00:26:02.477 --> 00:26:04.038 not happen by accident. 00:26:04.219 --> 00:26:05.880 You don't backfill in an amazing 00:26:05.940 --> 00:26:06.560 experience. 00:26:07.580 --> 00:26:07.882 So he's like, 00:26:07.922 --> 00:26:09.083 put the Misogi on the calendar. 00:26:09.722 --> 00:26:11.404 Then he says, plan a mini adventure, 00:26:11.644 --> 00:26:12.525 not like climb a mountain, 00:26:12.545 --> 00:26:14.247 but maybe do something you've never done 00:26:14.666 --> 00:26:15.468 every other month. 00:26:16.856 --> 00:26:18.336 So those are his mini adventures. 00:26:18.876 --> 00:26:20.917 And then he says, third, create four. 00:26:20.958 --> 00:26:22.137 Now it goes to like James Clear. 00:26:22.397 --> 00:26:24.557 Create four winning habits. 00:26:24.798 --> 00:26:25.519 Not all at once. 00:26:26.558 --> 00:26:27.638 One habit per quarter. 00:26:27.798 --> 00:26:29.179 Otherwise, it's harder to stick. 00:26:30.038 --> 00:26:32.559 And he's saying that adds up to an 00:26:32.619 --> 00:26:33.319 unforgettable year. 00:26:33.359 --> 00:26:35.880 So the one Misogi, the four mini things, 00:26:35.900 --> 00:26:37.300 which he calls Kevin's rules and the four 00:26:37.320 --> 00:26:37.820 winning habits. 00:26:37.840 --> 00:26:38.760 He's like, 00:26:38.961 --> 00:26:40.240 that's how you add up to whatever. 00:26:40.280 --> 00:26:44.142 So when you say resolutions, not so much. 00:26:44.781 --> 00:26:45.102 But like... 00:26:46.770 --> 00:26:48.172 awesome doesn't happen by accident. 00:26:48.292 --> 00:26:49.713 Like sometimes I guess it does, 00:26:49.814 --> 00:26:51.115 but a lot of times it doesn't. 00:26:51.694 --> 00:26:53.257 Business success does not happen by 00:26:53.356 --> 00:26:53.757 accident. 00:26:53.936 --> 00:26:55.077 I guess sometimes it does, 00:26:55.157 --> 00:26:57.279 but more often than not, 00:26:57.500 --> 00:26:58.140 you write them down. 00:26:58.320 --> 00:26:59.121 So it doesn't have to be a real 00:26:59.181 --> 00:27:00.182 resolution, but it's like, 00:27:00.221 --> 00:27:02.223 how am I going to systematize awesome? 00:27:02.983 --> 00:27:04.404 It's like what Rob Dyrdek did with his 00:27:04.445 --> 00:27:05.205 fantasy factory. 00:27:05.365 --> 00:27:05.566 He's like, 00:27:05.605 --> 00:27:07.268 could we just like continually do awesome 00:27:07.307 --> 00:27:08.348 stuff over and over again? 00:27:08.709 --> 00:27:12.692 And people were like, no. 00:27:12.711 --> 00:27:14.173 And he's like, hold my beer. 00:27:14.232 --> 00:27:14.574 And then he did 00:27:15.682 --> 00:27:16.742 So like Dave, 00:27:16.883 --> 00:27:19.684 I don't generally have a resolution or 00:27:19.724 --> 00:27:20.565 anything like that, 00:27:20.744 --> 00:27:22.746 but I do think it's an opportunity for 00:27:22.885 --> 00:27:23.066 us. 00:27:23.586 --> 00:27:25.686 It's one of those things where I think 00:27:25.747 --> 00:27:28.208 we recognize resolutions fail. 00:27:28.887 --> 00:27:31.368 I think we recognize people want change. 00:27:31.769 --> 00:27:33.190 They don't know how to implement the 00:27:33.230 --> 00:27:33.529 change. 00:27:33.549 --> 00:27:35.309 They don't know how to stay consistent 00:27:35.329 --> 00:27:35.951 with the change. 00:27:36.490 --> 00:27:36.750 You know, 00:27:36.790 --> 00:27:37.971 we hit the end of the year, 00:27:38.250 --> 00:27:40.372 deductibles reset January one. 00:27:40.612 --> 00:27:43.353 I have the repeated conversation over and 00:27:43.472 --> 00:27:44.433 over and over again. 00:27:45.034 --> 00:27:47.194 how are you going to keep doing this 00:27:47.414 --> 00:27:50.217 january one why are you you know what 00:27:50.237 --> 00:27:51.517 do you want to do do you need 00:27:51.557 --> 00:27:54.199 to see me absolutely not you've got all 00:27:54.239 --> 00:27:56.680 the skills you know what to do they 00:27:56.720 --> 00:27:58.721 want to come because they know they won't 00:27:58.760 --> 00:28:00.682 do it on their own right they have 00:28:00.741 --> 00:28:02.843 enough understanding of themselves their 00:28:02.903 --> 00:28:05.404 own human nature and this is where i 00:28:05.444 --> 00:28:08.846 think we step in as professionals and say 00:28:08.906 --> 00:28:09.186 look 00:28:09.767 --> 00:28:10.728 It's no surprise. 00:28:10.968 --> 00:28:11.607 People quit. 00:28:11.667 --> 00:28:14.390 What is the quit date for resolutions? 00:28:14.430 --> 00:28:16.271 Isn't it like January twelfth or 00:28:16.311 --> 00:28:16.632 something? 00:28:16.672 --> 00:28:17.092 Probably. 00:28:17.112 --> 00:28:17.932 Yeah. 00:28:17.952 --> 00:28:21.154 So like everybody understands you're going 00:28:21.174 --> 00:28:22.855 to make this resolution. 00:28:22.875 --> 00:28:23.916 I'm going to lose twenty pounds. 00:28:24.436 --> 00:28:25.377 You're going to do it for a couple 00:28:25.397 --> 00:28:26.578 of days and you're going to quit. 00:28:27.498 --> 00:28:28.258 come see me. 00:28:28.878 --> 00:28:31.319 I have the solution to not letting you 00:28:31.380 --> 00:28:33.441 quit, to keeping it enjoyable, 00:28:33.480 --> 00:28:34.761 keeping you moving forward. 00:28:35.201 --> 00:28:36.063 That's why you hire a coach. 00:28:36.563 --> 00:28:38.324 I knew a lot about triathlon and I 00:28:38.344 --> 00:28:39.203 was in PT school. 00:28:39.243 --> 00:28:42.006 So I knew a lot about human body. 00:28:42.665 --> 00:28:45.347 And I still hired a triathlon coach one 00:28:45.528 --> 00:28:46.807 of my last races. 00:28:47.608 --> 00:28:49.130 And he was a student who was ten 00:28:49.170 --> 00:28:49.890 years younger than me. 00:28:50.109 --> 00:28:50.690 So two reasons. 00:28:50.750 --> 00:28:52.191 I'm like, he knows this more than me. 00:28:53.112 --> 00:28:53.291 And 00:28:55.160 --> 00:28:56.403 I'm a big dumb animal. 00:28:56.443 --> 00:28:57.767 If I'm training for something with a 00:28:57.827 --> 00:29:00.595 partner or have a coach, dude, 00:29:00.654 --> 00:29:01.959 I do it harder because it feels like 00:29:01.979 --> 00:29:02.559 you're on a team. 00:29:03.775 --> 00:29:06.457 And the coach sees it from a different 00:29:06.497 --> 00:29:07.097 perspective. 00:29:07.137 --> 00:29:09.380 The guy on the sidelines with the 00:29:09.440 --> 00:29:12.281 experience sees what you're doing, 00:29:12.342 --> 00:29:13.442 sees the big picture, 00:29:13.542 --> 00:29:15.464 and can give you a different perspective 00:29:15.505 --> 00:29:17.246 that you can't get when you're in the 00:29:17.266 --> 00:29:17.747 middle of it. 00:29:18.126 --> 00:29:18.307 Now, 00:29:18.886 --> 00:29:20.148 I'm the first one to say most people 00:29:20.229 --> 00:29:21.369 aren't going to understand that. 00:29:21.890 --> 00:29:23.872 That's why most people continue to fail 00:29:23.912 --> 00:29:25.692 and make the same mistakes year over year 00:29:25.772 --> 00:29:26.192 over year. 00:29:27.061 --> 00:29:29.988 But the ideal client for us does 00:29:30.087 --> 00:29:32.291 understand that, does recognize that, 00:29:32.772 --> 00:29:36.159 and has the resources to invest in making 00:29:36.219 --> 00:29:37.221 sustainable change. 00:29:38.218 --> 00:29:40.380 So that's where I think we drop the 00:29:40.400 --> 00:29:40.619 ball. 00:29:40.660 --> 00:29:43.362 We continue to work with individuals who 00:29:43.402 --> 00:29:44.082 need our help, 00:29:44.561 --> 00:29:46.262 but they don't have the resources 00:29:46.683 --> 00:29:48.325 cognitively, emotionally, 00:29:49.045 --> 00:29:51.666 financially to really make the changes 00:29:51.686 --> 00:29:52.487 that need to be made. 00:29:52.527 --> 00:29:53.768 That's why people keep smoking. 00:29:53.807 --> 00:29:55.910 That's why diabetics keep eating sugar. 00:29:55.970 --> 00:29:58.951 That's why you see the same broken 00:29:59.011 --> 00:30:00.792 patterns happening over and over again. 00:30:01.573 --> 00:30:03.555 Is it also... Okay. 00:30:03.974 --> 00:30:04.855 Is it also... 00:30:05.957 --> 00:30:07.422 how our profession, 00:30:07.884 --> 00:30:09.730 because I hate talking about a profession 00:30:09.771 --> 00:30:10.694 because it's just a bunch of people, 00:30:11.234 --> 00:30:13.175 But is it how the middle of the 00:30:13.195 --> 00:30:14.978 bell curve of our profession sells what we 00:30:15.038 --> 00:30:17.098 do, which is very transactional? 00:30:17.579 --> 00:30:19.941 You do what I say, which sucks. 00:30:20.181 --> 00:30:20.481 I don't know. 00:30:21.102 --> 00:30:22.722 That's not what a coach does, right? 00:30:23.584 --> 00:30:25.045 And then we say, well, 00:30:25.204 --> 00:30:27.546 why is the rise of the wellness influencer 00:30:27.846 --> 00:30:30.367 or the online coach happening? 00:30:30.709 --> 00:30:32.289 Is it because they sell the thing people 00:30:32.450 --> 00:30:33.391 are easy? 00:30:33.510 --> 00:30:34.451 It's easy to buy. 00:30:35.731 --> 00:30:36.992 And if the right person buys it, 00:30:37.012 --> 00:30:37.993 they get decent results. 00:30:38.034 --> 00:30:38.973 If the wrong person buys it, 00:30:38.993 --> 00:30:39.555 they just go away. 00:30:41.532 --> 00:30:42.374 Dave, what do you think? 00:30:42.433 --> 00:30:42.714 I don't know. 00:30:42.734 --> 00:30:44.135 Some of those fitness influencers just 00:30:44.175 --> 00:30:47.440 sell remote coaching and PDFs and stuff, 00:30:47.460 --> 00:30:49.001 which I don't know if that really moves 00:30:49.021 --> 00:30:49.903 the needle for enough people. 00:30:49.923 --> 00:30:52.286 You have to have some amount of internal 00:30:52.807 --> 00:30:56.771 accountability or self-reliance. 00:30:56.872 --> 00:30:58.713 There's less friction to hire one of those 00:30:58.773 --> 00:30:59.035 people. 00:30:59.375 --> 00:31:00.736 So if a hundred people start and only 00:31:00.776 --> 00:31:01.576 two keep going, 00:31:02.277 --> 00:31:04.018 I like my odds living on the internet 00:31:04.057 --> 00:31:06.220 versus having to pay for a brick and 00:31:06.240 --> 00:31:08.280 mortar business and then have to turn 00:31:08.300 --> 00:31:09.781 those humans who I'm not growing new 00:31:09.821 --> 00:31:10.942 humans, right? 00:31:11.103 --> 00:31:12.364 It's pretty much people within thirty 00:31:12.403 --> 00:31:13.224 minutes we've decided. 00:31:14.065 --> 00:31:15.326 That's a harder sell, 00:31:15.365 --> 00:31:16.866 especially when it feels medical. 00:31:18.028 --> 00:31:18.469 But it's like, 00:31:18.548 --> 00:31:19.648 isn't this supposed to be free because I 00:31:19.689 --> 00:31:20.670 paid for it already? 00:31:21.069 --> 00:31:22.692 And it's like, no, no, you have insurance. 00:31:23.071 --> 00:31:24.173 The insurance dictate, you know, we 00:31:25.239 --> 00:31:28.019 Like there's several layers to this where 00:31:28.141 --> 00:31:30.301 like if I see you and you show 00:31:30.321 --> 00:31:32.022 me twenty five pictures of people's butts 00:31:32.042 --> 00:31:32.682 you made bigger, 00:31:33.423 --> 00:31:35.003 I'll pay for the booty program in twenty 00:31:35.023 --> 00:31:35.564 twenty six. 00:31:35.604 --> 00:31:37.285 That feels like an easier sell. 00:31:38.746 --> 00:31:39.846 Oh, you go back to the accelerator. 00:31:41.250 --> 00:31:43.411 Go back to the beginning of this episode. 00:31:43.751 --> 00:31:45.752 Planet Fitness for fifteen or twenty 00:31:45.772 --> 00:31:49.155 dollars a month has enough dreams and 00:31:49.215 --> 00:31:52.057 enough aspiration and enough hope to pay 00:31:52.117 --> 00:31:54.180 for the sponsorship of New Year's Eve 00:31:54.220 --> 00:31:54.941 Times Square. 00:31:55.663 --> 00:31:56.202 You know, 00:31:56.303 --> 00:31:58.865 there's no physical therapy business on 00:31:58.904 --> 00:32:02.508 the planet that has successfully sold the 00:32:02.627 --> 00:32:05.829 aspiration of health and prosperity better 00:32:05.849 --> 00:32:06.190 than that. 00:32:06.210 --> 00:32:10.093 Then maybe this is not the most dumb 00:32:10.173 --> 00:32:10.492 idea. 00:32:10.593 --> 00:32:12.913 Maybe marketing your clinic as the 00:32:13.035 --> 00:32:14.556 Ministry of Silly Gates... 00:32:15.496 --> 00:32:16.957 who's actually a sponsor this year, 00:32:18.498 --> 00:32:20.398 correcting post-op limps, waddles, 00:32:20.419 --> 00:32:21.980 and spontaneous interpretive dance 00:32:22.039 --> 00:32:23.280 outbreaks since nineteen seventy two. 00:32:23.540 --> 00:32:25.162 Remember, if your gate is dignified, 00:32:25.521 --> 00:32:26.362 you're doing it wrong. 00:32:26.623 --> 00:32:28.344 But like that's facetious. 00:32:28.763 --> 00:32:32.246 But like maybe it's not like because 00:32:32.306 --> 00:32:33.465 that's what people want. 00:32:33.686 --> 00:32:35.146 Like that's too tongue in cheek. 00:32:35.186 --> 00:32:38.068 But like we're selling physical therapy, 00:32:38.128 --> 00:32:39.609 which doesn't say anything. 00:32:40.049 --> 00:32:41.250 That's like selling drugs. 00:32:42.230 --> 00:32:43.711 It's why Roto-Rooter is Roto-Rooter and 00:32:43.730 --> 00:32:45.232 they're not Plumbers R Us. 00:32:46.334 --> 00:32:47.213 As a reminder, though, 00:32:48.935 --> 00:32:49.696 with Planet Fitness, 00:32:49.777 --> 00:32:53.220 about ninety one or ninety two percent of 00:32:53.240 --> 00:32:57.983 their customers do not actually go to the 00:32:58.023 --> 00:32:58.744 gym. 00:32:58.765 --> 00:33:00.226 Wouldn't that be a great thing to be 00:33:00.246 --> 00:33:00.405 in? 00:33:00.586 --> 00:33:02.887 They have a ton of free cash and 00:33:02.928 --> 00:33:05.270 their facilities are not worn down at the 00:33:05.351 --> 00:33:06.250 rate that they would be. 00:33:06.991 --> 00:33:08.292 and they and they don't have to get 00:33:08.353 --> 00:33:11.055 new equipment and new whatever uh you know 00:33:11.134 --> 00:33:14.778 new locker rooms and machines and whatever 00:33:15.157 --> 00:33:16.779 parking lots what you know whatever it is 00:33:16.799 --> 00:33:19.342 um everything uh they don't have the foot 00:33:19.382 --> 00:33:21.943 traffic that their actual cash they 00:33:21.963 --> 00:33:23.365 understand that they're in the customer 00:33:23.424 --> 00:33:24.385 acquisition business 00:33:26.814 --> 00:33:29.015 And it's so cheap, 00:33:29.055 --> 00:33:30.476 ten bucks a month or whatever, fifteen, 00:33:30.536 --> 00:33:32.817 twenty, but mostly ten. 00:33:32.957 --> 00:33:33.176 People, 00:33:33.257 --> 00:33:35.057 it's so cheap that they don't cancel it, 00:33:35.097 --> 00:33:36.778 which is just, I mean, 00:33:37.038 --> 00:33:38.338 that's the same business though that 00:33:38.378 --> 00:33:39.859 physical therapy is in, 00:33:39.900 --> 00:33:42.480 in terms of like people that, you know, 00:33:42.621 --> 00:33:43.820 whatever, what is it, 00:33:43.921 --> 00:33:45.521 seven to nine percent of people with 00:33:45.541 --> 00:33:47.001 musculoskeletal issues actually get the 00:33:47.021 --> 00:33:47.502 physical therapy. 00:33:47.542 --> 00:33:48.423 It's like the inverse. 00:33:48.771 --> 00:33:49.392 Right. 00:33:49.432 --> 00:33:50.452 But we say, well, 00:33:50.472 --> 00:33:51.713 we make it so damn hard. 00:33:51.794 --> 00:33:52.753 I did that video last week. 00:33:52.794 --> 00:33:53.013 I'm like, 00:33:53.355 --> 00:33:54.815 we make it so damn hard to like, 00:33:55.336 --> 00:33:56.395 is this right for me? 00:33:56.576 --> 00:33:57.656 Is this not right for me? 00:33:57.797 --> 00:33:58.356 Is this for me? 00:33:58.518 --> 00:33:59.198 Planet Fitness is like, 00:33:59.518 --> 00:34:00.878 do you have a pulse and ten doll 00:34:00.919 --> 00:34:01.199 hairs? 00:34:01.659 --> 00:34:02.220 Come on in. 00:34:03.220 --> 00:34:04.901 We have this and this and this and 00:34:04.921 --> 00:34:05.040 this. 00:34:05.300 --> 00:34:06.082 We do everything. 00:34:06.686 --> 00:34:08.047 We're going to tell you what to do 00:34:08.068 --> 00:34:08.768 when you do it. 00:34:09.449 --> 00:34:13.030 But is the answer either or if you're 00:34:13.050 --> 00:34:13.510 a PT? 00:34:13.570 --> 00:34:14.690 I think the answer is in the middle, 00:34:14.751 --> 00:34:16.231 which is like create the environment, 00:34:16.811 --> 00:34:17.813 be there when you need. 00:34:18.273 --> 00:34:20.173 And if you're not needed, awesome. 00:34:20.594 --> 00:34:21.875 But when you need me, here I am. 00:34:21.894 --> 00:34:23.096 And now we'll bill your insurance. 00:34:24.112 --> 00:34:25.173 Let me let me go back real quick 00:34:25.213 --> 00:34:26.414 to what Tony was saying a few minutes 00:34:26.474 --> 00:34:29.096 ago of his style of patients. 00:34:30.115 --> 00:34:31.157 I'm curious if Tony does this. 00:34:31.197 --> 00:34:32.358 I know other practices do this, 00:34:32.378 --> 00:34:33.557 which is they get a new patient. 00:34:33.858 --> 00:34:35.398 They evaluate a new patient, you know, 00:34:35.438 --> 00:34:37.500 Mary, who's sixty five years old. 00:34:37.920 --> 00:34:39.460 And then they ask Mary, like, hey, Mary, 00:34:39.481 --> 00:34:40.322 like you have this issue. 00:34:40.342 --> 00:34:40.501 Like, 00:34:40.762 --> 00:34:42.443 does your is your spouse dealing with any 00:34:42.523 --> 00:34:43.324 aches or pains, whatever? 00:34:43.403 --> 00:34:45.905 And they try to activate the spouse and 00:34:45.965 --> 00:34:48.666 then have the husband and wife or two 00:34:48.706 --> 00:34:50.867 friends or whoever, two counterparts. 00:34:51.869 --> 00:34:53.190 schedule their visits around the same 00:34:53.231 --> 00:34:53.451 time, 00:34:53.492 --> 00:34:56.175 because then that patient or client now 00:34:56.215 --> 00:34:56.856 has some, 00:34:57.557 --> 00:34:58.860 I don't know if it's like external 00:34:58.900 --> 00:34:59.442 accountability, 00:34:59.461 --> 00:35:01.224 but it's like a second person to go 00:35:01.324 --> 00:35:02.726 through this journey together, 00:35:03.128 --> 00:35:04.250 which is absolutely genius. 00:35:04.269 --> 00:35:05.291 I don't know, Tony, do you do that? 00:35:06.018 --> 00:35:08.019 So we used to do that when we 00:35:08.039 --> 00:35:09.019 were in growth mode, 00:35:09.059 --> 00:35:10.481 when we were looking to expand, 00:35:10.521 --> 00:35:11.601 we were looking to grow, 00:35:11.641 --> 00:35:13.963 fill the schedule a thousand percent. 00:35:14.284 --> 00:35:16.226 You have a sister, a brother, a husband, 00:35:16.626 --> 00:35:17.327 a neighbor. 00:35:17.387 --> 00:35:17.686 Like, 00:35:18.427 --> 00:35:20.289 don't you think this is such an amazing 00:35:20.829 --> 00:35:21.389 experience? 00:35:21.409 --> 00:35:22.992 Don't you think it would be even better 00:35:23.652 --> 00:35:26.333 If you brought them with you, we've seen, 00:35:26.512 --> 00:35:26.793 you know, 00:35:26.833 --> 00:35:28.653 countless businesses grow like that. 00:35:30.054 --> 00:35:31.255 Now, no, 00:35:31.414 --> 00:35:33.376 because we've got more patients than we 00:35:33.396 --> 00:35:33.996 can handle. 00:35:34.016 --> 00:35:36.277 We've got, you know, we're booked solid. 00:35:36.597 --> 00:35:39.097 The patient care growth is not the 00:35:39.137 --> 00:35:40.119 priority for us. 00:35:41.559 --> 00:35:42.099 But yeah, 00:35:42.119 --> 00:35:43.760 like if I was in growth mode, 00:35:43.800 --> 00:35:45.621 that's exactly what I would be doing 00:35:45.702 --> 00:35:46.202 constantly. 00:35:46.242 --> 00:35:48.304 And I genuinely believe like, look, 00:35:48.364 --> 00:35:50.005 what else is that person doing? 00:35:50.365 --> 00:35:51.025 You're here. 00:35:51.065 --> 00:35:52.847 They're sitting on a couch watching a soap 00:35:52.927 --> 00:35:54.467 opera or Maury Povich, 00:35:54.527 --> 00:35:57.731 like get their butts in the clinic and 00:35:57.951 --> 00:35:59.311 everybody does better. 00:35:59.452 --> 00:35:59.672 Yeah. 00:36:00.682 --> 00:36:01.764 I mean, 00:36:01.844 --> 00:36:03.364 if we sell this as a journey, 00:36:04.025 --> 00:36:05.467 how many people go on vacation alone 00:36:05.507 --> 00:36:07.007 versus on vacation with at least one other 00:36:07.027 --> 00:36:07.389 person? 00:36:07.869 --> 00:36:08.009 I mean, 00:36:08.028 --> 00:36:09.570 there are people who go on vacation alone, 00:36:09.590 --> 00:36:10.530 but they are the minority. 00:36:10.630 --> 00:36:11.291 They just are. 00:36:12.072 --> 00:36:13.193 So are you selling a journey or are 00:36:13.233 --> 00:36:14.193 you selling a transaction? 00:36:14.233 --> 00:36:14.795 Jim's the same. 00:36:14.835 --> 00:36:15.594 I'll do it if you do it. 00:36:15.695 --> 00:36:16.476 I'll do it if you do it. 00:36:16.576 --> 00:36:18.438 I'll do it if you do it. 00:36:19.378 --> 00:36:21.199 This is why I think a giant miss 00:36:21.300 --> 00:36:22.300 when you graduate from high school, 00:36:22.320 --> 00:36:23.402 there's no team you're on anymore. 00:36:24.092 --> 00:36:25.653 So look, with Planet Fitness, 00:36:26.034 --> 00:36:28.516 my wife has the fifteen or twenty dollar 00:36:28.556 --> 00:36:29.536 monthly membership. 00:36:29.657 --> 00:36:31.239 She can bring a guest like you get 00:36:31.259 --> 00:36:32.980 a free guest every single time, 00:36:33.320 --> 00:36:35.422 every time, every single time. 00:36:35.442 --> 00:36:36.382 There is no limit. 00:36:36.422 --> 00:36:38.384 You can bring one free guest every time 00:36:38.403 --> 00:36:38.784 you go. 00:36:39.065 --> 00:36:39.164 Oh, 00:36:39.184 --> 00:36:40.865 that's sticky because now I'm going and 00:36:40.885 --> 00:36:41.786 I'm like, OK, I kind of like it, 00:36:41.806 --> 00:36:43.027 but you're not going and I've got to 00:36:43.108 --> 00:36:43.467 use my. 00:36:43.487 --> 00:36:44.208 All right. 00:36:44.248 --> 00:36:44.608 What is it? 00:36:44.648 --> 00:36:45.510 Ten bucks. 00:36:45.610 --> 00:36:45.690 Yeah. 00:36:45.710 --> 00:36:45.789 Yeah. 00:36:46.684 --> 00:36:47.483 That's a good idea. 00:36:47.724 --> 00:36:49.505 And then there's the upsell, right? 00:36:49.545 --> 00:36:51.226 Which is like you pay ten bucks a 00:36:51.266 --> 00:36:52.586 month and you can go to your local 00:36:52.706 --> 00:36:52.827 one. 00:36:53.186 --> 00:36:54.027 But if you're traveling, 00:36:54.047 --> 00:36:54.987 you buy the black card. 00:36:55.148 --> 00:36:56.188 I know they used to do that. 00:36:57.909 --> 00:36:58.050 Yeah. 00:36:58.090 --> 00:36:59.690 I don't think even the base is ten 00:36:59.710 --> 00:37:00.351 bucks anymore. 00:37:01.291 --> 00:37:02.931 Inflation has wiped that out. 00:37:03.012 --> 00:37:04.432 I think the cheapest is like fifteen now. 00:37:04.452 --> 00:37:05.514 That's when I was living in Scranton 00:37:05.554 --> 00:37:07.315 fifteen years ago and there was one down 00:37:07.335 --> 00:37:07.735 the street. 00:37:08.737 --> 00:37:10.239 So, Jimmy, this came up, 00:37:10.259 --> 00:37:12.380 and this seems like it's right in Dave's 00:37:12.420 --> 00:37:13.081 wheelhouse. 00:37:13.222 --> 00:37:15.143 I don't think Dave wasn't tagged on it. 00:37:16.105 --> 00:37:17.065 I'll read the post. 00:37:17.106 --> 00:37:18.427 I don't remember who shared this, 00:37:18.467 --> 00:37:19.528 but it's in my passion. 00:37:19.568 --> 00:37:20.230 Drew Cruz. 00:37:20.449 --> 00:37:21.351 Drew Cruz. 00:37:21.811 --> 00:37:23.333 Oh, yeah, yeah. 00:37:23.873 --> 00:37:25.974 So it says, quote, I found this company. 00:37:26.155 --> 00:37:28.355 I'm really intrigued and impressed. 00:37:28.375 --> 00:37:31.996 They offer a preventative full body MRI 00:37:32.036 --> 00:37:34.956 for cash and make a whole experience out 00:37:34.996 --> 00:37:35.336 of it. 00:37:35.577 --> 00:37:37.918 Even able to watch Netflix during the 00:37:37.978 --> 00:37:38.538 scan. 00:37:39.057 --> 00:37:39.458 Basically, 00:37:39.478 --> 00:37:40.858 what do you guys think about it? 00:37:40.898 --> 00:37:42.378 There's one coming to Nashville. 00:37:42.539 --> 00:37:44.440 I think I've heard about that before. 00:37:45.500 --> 00:37:47.302 We know that I think it's Mayo Clinic 00:37:47.322 --> 00:37:49.543 has like a ten thousand dollar executive 00:37:49.583 --> 00:37:51.565 assessment package where you go there for 00:37:51.605 --> 00:37:52.204 a day or two. 00:37:52.244 --> 00:37:53.806 They run all of this blood work, 00:37:53.865 --> 00:37:54.987 do all of this stuff. 00:37:56.407 --> 00:37:57.088 What do you guys think? 00:37:58.842 --> 00:37:59.842 So the company that does that, 00:37:59.862 --> 00:38:02.644 I'm pretty sure that someone tagged it, 00:38:02.684 --> 00:38:04.266 there was a link or something pre pre 00:38:04.306 --> 00:38:06.688 Nuvo, pre prunovo, something like that. 00:38:06.748 --> 00:38:07.469 And Jeremy Sutton, 00:38:07.489 --> 00:38:08.369 who's a friend of the pod, 00:38:09.010 --> 00:38:12.012 commented below that he's got clients that 00:38:12.152 --> 00:38:13.713 go so he's in Louisiana, 00:38:13.773 --> 00:38:15.273 he's got clients that drive to I think 00:38:15.313 --> 00:38:16.894 he said Dallas to do that. 00:38:17.356 --> 00:38:18.836 And do you got I think I know 00:38:18.856 --> 00:38:19.416 the price point. 00:38:19.436 --> 00:38:20.838 Do you guys know the price point out 00:38:20.878 --> 00:38:22.460 of pocket for the full body MRI from 00:38:22.480 --> 00:38:22.920 that company? 00:38:23.387 --> 00:38:25.248 Two grand? 00:38:25.288 --> 00:38:25.427 Three? 00:38:25.568 --> 00:38:26.168 I think it's like... 00:38:26.467 --> 00:38:28.088 I think it's like three hundred or five 00:38:28.128 --> 00:38:28.268 hundred. 00:38:28.489 --> 00:38:28.789 Three hundred? 00:38:28.909 --> 00:38:29.148 Really? 00:38:29.668 --> 00:38:30.688 I don't think it's thousands. 00:38:31.510 --> 00:38:32.690 Well, wow. 00:38:32.769 --> 00:38:33.570 Or maybe... You know what? 00:38:33.610 --> 00:38:34.891 There's probably like... 00:38:35.231 --> 00:38:36.311 Here's the base rate. 00:38:36.411 --> 00:38:37.512 It's three hundred bucks for the... 00:38:37.552 --> 00:38:38.572 Do you want an MRI? 00:38:38.771 --> 00:38:39.092 Yes. 00:38:39.271 --> 00:38:40.373 Of your left elbow. 00:38:40.592 --> 00:38:42.972 But do you want the results? 00:38:43.132 --> 00:38:45.934 That's a thousand. 00:38:45.974 --> 00:38:46.215 I don't know. 00:38:46.255 --> 00:38:47.454 I feel like there's probably add-ons or 00:38:47.474 --> 00:38:47.755 whatever. 00:38:48.275 --> 00:38:49.094 Yeah. 00:38:49.195 --> 00:38:50.456 I mean, you know... 00:38:52.074 --> 00:38:53.175 Here's my litmus test, right? 00:38:53.195 --> 00:38:54.217 When I was in journalism school, 00:38:54.237 --> 00:38:55.398 the thing was, is it true? 00:38:56.079 --> 00:38:56.818 Can you prove it? 00:38:57.599 --> 00:39:00.161 So is this good or bad? 00:39:00.902 --> 00:39:01.623 First of all, it's bad. 00:39:01.663 --> 00:39:02.304 Do no harm, right? 00:39:02.324 --> 00:39:03.083 That's the first rule. 00:39:03.423 --> 00:39:04.806 So is having an MRI bad? 00:39:05.166 --> 00:39:05.425 No. 00:39:05.985 --> 00:39:07.608 Do you understand what it can and can't 00:39:07.887 --> 00:39:08.347 detect? 00:39:08.949 --> 00:39:09.148 Yeah, 00:39:09.168 --> 00:39:10.409 it's on this piece of paper I just 00:39:10.429 --> 00:39:10.670 signed. 00:39:10.869 --> 00:39:11.110 Great. 00:39:11.251 --> 00:39:12.512 Do you have the money and want to 00:39:12.552 --> 00:39:13.331 give the monies for this? 00:39:13.532 --> 00:39:13.913 Then do it. 00:39:15.034 --> 00:39:15.333 All right. 00:39:15.353 --> 00:39:17.356 I just ran a chat GBT search. 00:39:17.576 --> 00:39:21.057 It says a full body MRI from Prunovo 00:39:21.838 --> 00:39:24.900 pre Nuvo is two thousand four hundred 00:39:24.981 --> 00:39:25.322 ninety nine. 00:39:25.342 --> 00:39:25.702 Oh, my bad. 00:39:26.362 --> 00:39:26.762 Jimmy was right. 00:39:26.782 --> 00:39:27.083 All right. 00:39:27.503 --> 00:39:29.505 If you're just doing head and torso, 00:39:29.605 --> 00:39:31.085 it's eighteen hundred dollars. 00:39:31.246 --> 00:39:32.887 Why would you only do head and torso? 00:39:32.987 --> 00:39:33.286 Right. 00:39:34.829 --> 00:39:37.550 What if you have that's their downsell, 00:39:37.590 --> 00:39:37.891 man? 00:39:38.818 --> 00:39:41.460 The downsell is torso only for a thousand 00:39:41.500 --> 00:39:41.960 dollars, 00:39:42.000 --> 00:39:43.782 but then there's an enhanced screening 00:39:43.822 --> 00:39:46.023 package for between four thousand and 00:39:46.063 --> 00:39:46.903 forty five hundred. 00:39:47.403 --> 00:39:48.985 So I think this is the company whose 00:39:49.125 --> 00:39:51.146 marketing was. 00:39:52.748 --> 00:39:56.471 Kim Kardashian posting about doing it like 00:39:56.490 --> 00:39:58.152 they paid her to be like to do 00:39:58.211 --> 00:40:00.092 influencer reel or video, 00:40:00.634 --> 00:40:01.313 and she was like, look, 00:40:01.333 --> 00:40:01.914 I'm getting my MRI. 00:40:01.934 --> 00:40:05.737 And this is the people some people got 00:40:05.777 --> 00:40:06.257 pissed off, 00:40:06.318 --> 00:40:07.619 it's the same people who got mad at 00:40:08.639 --> 00:40:11.760 um what's the water company death water 00:40:12.440 --> 00:40:15.442 liquid death liquid death death water i'm 00:40:15.461 --> 00:40:17.101 gonna launch death water why because it's 00:40:17.222 --> 00:40:19.422 what it's like getting like goggle.com 00:40:19.463 --> 00:40:20.824 it's like it's close enough and people 00:40:20.844 --> 00:40:23.605 might buy it um and they got and 00:40:23.644 --> 00:40:25.346 she they got heat for it because they're 00:40:25.365 --> 00:40:27.286 like you're just trying to sell mris and 00:40:27.346 --> 00:40:28.646 using kim kardashian and they were like 00:40:28.907 --> 00:40:31.387 yes yes that's people do that all the 00:40:31.427 --> 00:40:33.088 time callaway golf does that easton 00:40:33.128 --> 00:40:34.128 baseball bat does that 00:40:35.188 --> 00:40:36.068 So I guess, I mean, 00:40:36.228 --> 00:40:37.530 are people going to have a... 00:40:37.550 --> 00:40:38.351 What happened in the comments? 00:40:38.371 --> 00:40:39.291 People have a problem with it? 00:40:40.152 --> 00:40:41.514 Because he mentioned Netflix. 00:40:41.634 --> 00:40:43.175 So they understood they're selling the 00:40:43.615 --> 00:40:45.277 experience of a wellness day. 00:40:45.717 --> 00:40:47.280 But instead of like a foot rub and 00:40:47.639 --> 00:40:48.701 Himalayan sea salt, 00:40:49.362 --> 00:40:52.244 it's watching Netflix and getting MRI'd. 00:40:53.422 --> 00:40:55.284 Fade fads, fade facts. 00:40:55.385 --> 00:40:56.405 Won't is their tagline. 00:40:56.525 --> 00:40:58.188 Every resolution needs a starting point. 00:40:58.347 --> 00:40:58.568 Wow. 00:40:58.608 --> 00:40:59.009 Smart. 00:40:59.088 --> 00:41:00.731 So again, they're, 00:41:00.791 --> 00:41:02.753 they're keying in on new year's 00:41:02.813 --> 00:41:03.393 resolution. 00:41:03.474 --> 00:41:04.396 I guarantee the, 00:41:04.516 --> 00:41:05.998 the website probably didn't look like 00:41:06.038 --> 00:41:06.318 that. 00:41:06.778 --> 00:41:08.701 Have that tagline three months ago. 00:41:09.942 --> 00:41:11.804 As I scroll through, you know, 00:41:11.903 --> 00:41:13.425 these are the websites we should be 00:41:13.485 --> 00:41:14.005 modeling. 00:41:14.065 --> 00:41:15.748 This is the clientele we should be 00:41:15.788 --> 00:41:16.387 approaching. 00:41:16.447 --> 00:41:18.210 Who's willing to spend this kind of money 00:41:18.690 --> 00:41:21.452 to develop a baseline assessment that we 00:41:21.472 --> 00:41:25.016 could do without the technology and then 00:41:25.255 --> 00:41:28.079 help them help these individuals really 00:41:28.119 --> 00:41:28.579 develop? 00:41:28.599 --> 00:41:29.239 Like, I don't know, 00:41:29.300 --> 00:41:32.422 are these guys developing a fitness plan, 00:41:32.543 --> 00:41:33.923 a musculoskeletal plan? 00:41:33.943 --> 00:41:34.045 Yeah. 00:41:36.311 --> 00:41:37.351 What's that? 00:41:37.371 --> 00:41:37.552 So yeah. 00:41:37.572 --> 00:41:38.572 What's after like, Hey, 00:41:38.612 --> 00:41:39.431 here's your MRI results. 00:41:39.472 --> 00:41:40.353 Like cool. 00:41:40.373 --> 00:41:41.572 Do I just bring this to my doctor 00:41:41.612 --> 00:41:41.813 now? 00:41:41.873 --> 00:41:43.213 Or are you going to be my help? 00:41:43.253 --> 00:41:44.494 Do you tell me where to go next? 00:41:44.894 --> 00:41:47.376 The scan everybody is talking about and 00:41:47.436 --> 00:41:48.155 now more. 00:41:50.097 --> 00:41:51.577 You can book your appointments, 00:41:51.657 --> 00:41:53.478 a hundred and thirty thousand like social 00:41:53.538 --> 00:41:53.998 proof. 00:41:54.018 --> 00:41:55.679 You've got real people here. 00:41:56.438 --> 00:41:57.880 You can read their stories, 00:41:58.320 --> 00:41:59.581 more patient stories, 00:42:00.420 --> 00:42:01.961 human approach to healthcare, 00:42:01.981 --> 00:42:05.322 a hundred and fifty strong expert team. 00:42:06.945 --> 00:42:12.170 faq i'm a pretty standard website and 00:42:12.210 --> 00:42:13.650 where are they where are the locations 00:42:13.690 --> 00:42:17.652 does it say i don't know i'm going 00:42:17.672 --> 00:42:19.755 to the top i mean they're opening 00:42:19.835 --> 00:42:21.956 everywhere book a scan hit book a scan 00:42:22.115 --> 00:42:23.237 let's see if it asks you where you 00:42:23.317 --> 00:42:26.378 are top right corner oh here 00:42:28.608 --> 00:42:32.331 uh los angeles oh and there's imagine that 00:42:32.931 --> 00:42:35.554 pricing transparent pricing for you know a 00:42:35.614 --> 00:42:37.655 company at a four thousand dollar price 00:42:37.715 --> 00:42:41.257 point all right denver houston la all 00:42:41.297 --> 00:42:43.579 major cities right now looks like yeah no 00:42:43.639 --> 00:42:45.159 new york though yeah there's new york 00:42:45.460 --> 00:42:46.641 where is it new york i'm curious 00:42:47.320 --> 00:42:48.181 thirty-fourth street 00:42:51.443 --> 00:42:51.684 Midtown. 00:42:51.724 --> 00:42:51.963 Yeah, 00:42:51.983 --> 00:42:53.985 because a bunch of places when people 00:42:54.025 --> 00:42:54.324 work. 00:42:54.704 --> 00:42:55.704 And I'm going to jump over and get 00:42:55.724 --> 00:42:56.565 my quick MRI. 00:42:57.125 --> 00:42:57.945 What do you mean, Steve? 00:42:57.965 --> 00:42:58.945 You're getting an MRI today? 00:42:58.985 --> 00:42:59.525 Are you okay? 00:42:59.666 --> 00:43:00.085 Oh, yeah, dude. 00:43:00.106 --> 00:43:01.425 It's this thing that we bought. 00:43:01.826 --> 00:43:02.746 Ten of them for the family. 00:43:02.786 --> 00:43:04.047 We're all MRI'd up. 00:43:04.086 --> 00:43:07.126 We get t-shirts that say, I MRI. 00:43:07.407 --> 00:43:07.788 Are you? 00:43:10.487 --> 00:43:12.568 We need to get Dave one of those 00:43:12.768 --> 00:43:14.528 A-frame signs that he can wear. 00:43:14.768 --> 00:43:15.228 And which board? 00:43:16.815 --> 00:43:17.914 Oh, we would do a while ago. 00:43:17.934 --> 00:43:18.155 Jimmy, 00:43:18.175 --> 00:43:19.876 you remember we were talking about doing, 00:43:19.996 --> 00:43:22.336 uh, like, like not like a booth, 00:43:22.356 --> 00:43:23.556 like a wooden booth or something. 00:43:23.597 --> 00:43:24.978 We were talking about square or something. 00:43:25.358 --> 00:43:26.518 Now someone's doing those videos. 00:43:26.538 --> 00:43:27.639 And now I'm like, if we did it, 00:43:28.059 --> 00:43:29.438 we'd look like we're biting off of Sean, 00:43:29.518 --> 00:43:29.980 which is still, 00:43:30.440 --> 00:43:31.559 I think he came up with that idea 00:43:31.619 --> 00:43:32.219 independently, 00:43:32.260 --> 00:43:34.460 but like he's doing more like the prove, 00:43:34.721 --> 00:43:34.840 uh, 00:43:35.320 --> 00:43:37.121 prove me wrong guy with the folding table 00:43:37.141 --> 00:43:38.001 and people just walk up. 00:43:39.302 --> 00:43:40.583 I still think the Charlie Brown, 00:43:41.123 --> 00:43:42.764 the doctor is in would be magical. 00:43:44.610 --> 00:43:45.172 And just hidden. 00:43:45.213 --> 00:43:46.396 Oh, I got new microphones, by the way. 00:43:46.416 --> 00:43:47.278 I get even smaller. 00:43:47.338 --> 00:43:48.663 The road one's even smaller. 00:43:51.704 --> 00:43:52.083 Beautiful. 00:43:52.384 --> 00:43:55.045 Uh, really quick that, that, that last, 00:43:55.105 --> 00:43:55.804 that last website, 00:43:56.264 --> 00:43:57.646 one of you guys mentioned, uh, 00:43:57.706 --> 00:44:02.126 the influencers, any thought, any, uh, I, 00:44:02.166 --> 00:44:03.208 cause I had sent you guys a couple 00:44:03.228 --> 00:44:04.228 of days ago, some, 00:44:04.248 --> 00:44:06.268 some website about like online deals. 00:44:06.309 --> 00:44:08.148 It was like influencer deals.com or 00:44:08.168 --> 00:44:08.429 something. 00:44:08.449 --> 00:44:09.009 Did you see that? 00:44:09.469 --> 00:44:11.309 But my, my real, my real question is, 00:44:11.630 --> 00:44:14.590 is there a platform to find local 00:44:14.690 --> 00:44:16.552 influencers that might be interested in 00:44:16.592 --> 00:44:18.532 being a social media influencer for your 00:44:19.112 --> 00:44:20.012 physical therapy business? 00:44:20.353 --> 00:44:21.873 as opposed to just cold messaging people 00:44:21.972 --> 00:44:24.233 on Instagram, which you can certainly do. 00:44:24.574 --> 00:44:26.134 And I had a post in Tony's Facebook 00:44:26.153 --> 00:44:28.094 group where I was like, Hey, 00:44:28.195 --> 00:44:29.135 if I did that, 00:44:29.175 --> 00:44:30.215 so what I would need is if I 00:44:30.235 --> 00:44:30.375 was, 00:44:30.574 --> 00:44:33.135 I would become Uber of the NIL deal 00:44:33.235 --> 00:44:37.295 for therapy or medical influencers. 00:44:37.356 --> 00:44:38.255 And that's where people were like, well, 00:44:38.277 --> 00:44:40.157 I get these directly DMs to me. 00:44:40.317 --> 00:44:41.077 And I'm like, yes, 00:44:41.436 --> 00:44:42.956 but what if you had four more a 00:44:43.036 --> 00:44:44.338 month and you could be, 00:44:44.518 --> 00:44:45.478 and you can pick and choose. 00:44:46.501 --> 00:44:47.862 So I was thinking of this, 00:44:47.902 --> 00:44:48.443 which is like, 00:44:48.623 --> 00:44:50.664 I go out to the Hyperices or the 00:44:50.684 --> 00:44:52.224 this or the that, and I say, 00:44:52.625 --> 00:44:53.905 what are your needs this quarter? 00:44:53.985 --> 00:44:55.487 We got to reach this demographic, 00:44:55.527 --> 00:44:56.987 this demographic, this demographic. 00:44:57.288 --> 00:44:57.527 Okay. 00:44:58.108 --> 00:45:00.449 I go talk to the list of drivers 00:45:00.489 --> 00:45:01.289 that I have, right? 00:45:01.590 --> 00:45:03.291 People that I know that we all probably 00:45:03.331 --> 00:45:04.451 know already who are growing their 00:45:04.471 --> 00:45:04.871 channels. 00:45:05.231 --> 00:45:06.913 And I go, I got this opportunity. 00:45:07.313 --> 00:45:08.132 They're looking for this, this, 00:45:08.172 --> 00:45:09.594 this to do this, this, and this. 00:45:09.693 --> 00:45:10.594 Who's okay with that? 00:45:11.481 --> 00:45:12.742 Give me your pitch and what your rate 00:45:12.762 --> 00:45:12.862 is, 00:45:12.882 --> 00:45:14.123 and then I go shop it for you. 00:45:14.684 --> 00:45:15.764 And you don't have to do anything. 00:45:16.083 --> 00:45:16.885 This should be a thing. 00:45:17.144 --> 00:45:18.885 I don't know if you guys get this. 00:45:18.985 --> 00:45:20.226 I don't think we ever talked about it. 00:45:20.465 --> 00:45:22.726 About once a week for the past two 00:45:22.766 --> 00:45:23.128 years, 00:45:23.708 --> 00:45:26.748 I get an email from a podcast agency 00:45:27.009 --> 00:45:29.550 that's trying to place a guest on my 00:45:29.570 --> 00:45:29.851 show. 00:45:29.911 --> 00:45:31.592 And it's someone in real estate, 00:45:31.612 --> 00:45:32.411 someone in finance. 00:45:32.452 --> 00:45:34.413 It's a lawyer. 00:45:35.313 --> 00:45:36.673 And it's usually not the right fit because 00:45:36.693 --> 00:45:38.735 it's not like the physical therapy 00:45:38.795 --> 00:45:40.436 business, M&A type of like... 00:45:42.217 --> 00:45:43.960 The way that works is it's someone who's 00:45:44.041 --> 00:45:45.463 budding and knows how to use a web 00:45:45.523 --> 00:45:46.224 scraper tool. 00:45:46.804 --> 00:45:48.206 So when you have an RSS feed, 00:45:48.266 --> 00:45:50.090 which is how your feed hits Spotify and 00:45:50.130 --> 00:45:50.431 all that, 00:45:52.039 --> 00:45:53.739 They'll use the web scraper tool and 00:45:53.760 --> 00:45:54.960 they'll use AI and just be like, 00:45:55.581 --> 00:45:59.242 find me shows that use these keywords. 00:45:59.601 --> 00:46:01.182 Then your email address, 00:46:01.202 --> 00:46:02.403 whoever owns the podcast, 00:46:02.423 --> 00:46:03.503 because I run several. 00:46:03.744 --> 00:46:05.684 So I get emails for all these podcasts 00:46:05.744 --> 00:46:07.666 now because my email is at the bottom. 00:46:08.005 --> 00:46:08.485 But yeah, 00:46:08.606 --> 00:46:11.568 it's a smart tool and their cost is 00:46:12.047 --> 00:46:12.827 almost zero. 00:46:13.168 --> 00:46:14.849 They're selling the guest who's got a 00:46:14.929 --> 00:46:15.208 book. 00:46:15.668 --> 00:46:16.889 You're probably not going to get on Jimmy 00:46:16.909 --> 00:46:17.329 Fallon, 00:46:17.650 --> 00:46:18.811 but I can get you on Dave Kittle 00:46:18.851 --> 00:46:20.210 and it makes more sense to be with 00:46:20.251 --> 00:46:21.152 Dave because... 00:46:21.952 --> 00:46:23.432 this audience but yeah you're right a lot 00:46:23.452 --> 00:46:24.952 of times it's like and they're pitching 00:46:25.032 --> 00:46:27.494 really hard they're like this guy's a real 00:46:27.514 --> 00:46:29.735 estate entrepreneur but he can show you 00:46:30.454 --> 00:46:32.115 medical providers how to get ahead and 00:46:32.135 --> 00:46:35.117 you're like huh they they'll send they 00:46:35.157 --> 00:46:37.597 send uh like a like a one pager 00:46:38.079 --> 00:46:40.378 and like a bio sometimes and a website 00:46:41.079 --> 00:46:41.179 and 00:46:43.527 --> 00:46:45.188 So I found one and I did one 00:46:45.228 --> 00:46:46.150 and she was a great interview. 00:46:46.190 --> 00:46:46.690 She was great. 00:46:47.211 --> 00:46:48.552 And I was like, hey, I'm curious. 00:46:49.333 --> 00:46:50.514 How much did you pay for that? 00:46:50.554 --> 00:46:52.677 And it was like fifteen hundred dollars to 00:46:52.737 --> 00:46:54.498 guarantee ten placements. 00:46:54.778 --> 00:46:56.280 So she just keeps going until she gets 00:46:56.300 --> 00:46:57.302 this woman on ten shows. 00:46:57.983 --> 00:46:58.864 What's that cost her? 00:46:59.164 --> 00:47:00.485 She's probably running stuff in the back. 00:47:00.565 --> 00:47:01.786 These are drip campaigns. 00:47:02.146 --> 00:47:02.527 So I was like... 00:47:03.447 --> 00:47:04.929 shit that's so you paid a hundred and 00:47:04.949 --> 00:47:06.369 fifty bucks essentially i think it was 00:47:06.389 --> 00:47:07.809 like fifteen hundred bucks or two grand 00:47:08.110 --> 00:47:10.130 for ten guaranteed placements i have no 00:47:10.170 --> 00:47:11.630 relationship with that service they're not 00:47:11.670 --> 00:47:14.231 paying me but i was like yeah i'd 00:47:14.271 --> 00:47:15.592 take that woman she's got a cool story 00:47:15.652 --> 00:47:17.112 and she was shopping a book which is 00:47:17.152 --> 00:47:18.574 the reason to do it and she owns 00:47:18.594 --> 00:47:20.213 a bunch of clinics in new york it's 00:47:20.233 --> 00:47:23.775 a smart move it is after a while 00:47:23.795 --> 00:47:25.856 though i mean i you know can be 00:47:25.896 --> 00:47:27.077 but there's no one subscribed because you 00:47:27.097 --> 00:47:27.896 were never subscribed 00:47:30.000 --> 00:47:34.282 And there's the same kind of groups for 00:47:34.561 --> 00:47:36.684 different professionals. 00:47:36.804 --> 00:47:38.684 It's definitely an established model. 00:47:39.664 --> 00:47:40.445 In our group, 00:47:40.485 --> 00:47:42.407 in the Passions to Profit Facebook group, 00:47:42.427 --> 00:47:43.847 where I share offers, 00:47:44.007 --> 00:47:45.367 I let other therapists know. 00:47:45.527 --> 00:47:48.769 I just shot out five emails to specific 00:47:48.809 --> 00:47:49.489 therapists, 00:47:49.530 --> 00:47:51.331 connecting them with a product company. 00:47:51.851 --> 00:47:53.291 And I told both sides. 00:47:53.612 --> 00:47:54.913 I told the therapist and the product 00:47:54.932 --> 00:47:55.172 company. 00:47:55.193 --> 00:47:55.773 I was like, look, 00:47:55.974 --> 00:47:58.175 these are hand-selected therapists. 00:47:58.594 --> 00:48:00.576 that will probably do a video in exchange 00:48:00.615 --> 00:48:01.456 for free product. 00:48:01.817 --> 00:48:03.057 Some of them are going to ask for 00:48:03.117 --> 00:48:04.539 money because they have a big enough 00:48:04.619 --> 00:48:06.500 audience and a busy enough schedule that 00:48:06.599 --> 00:48:07.860 they're not going to do it for free. 00:48:08.440 --> 00:48:09.802 I'll let you guys work it out. 00:48:10.061 --> 00:48:12.403 These are my five recommendations for you, 00:48:12.463 --> 00:48:13.344 product company, 00:48:14.005 --> 00:48:15.585 right now for the product you're trying to 00:48:15.626 --> 00:48:15.885 sell. 00:48:17.166 --> 00:48:19.128 And so whether it be an email list, 00:48:19.168 --> 00:48:20.568 whether it be a private group, 00:48:21.068 --> 00:48:23.811 there are communities, TikTok sellers, 00:48:23.990 --> 00:48:26.072 Amazon sellers, any of that kind of stuff. 00:48:26.333 --> 00:48:28.335 And the product companies that are smart 00:48:28.394 --> 00:48:31.115 anyway understand that this is worth 00:48:31.155 --> 00:48:31.556 something. 00:48:31.735 --> 00:48:34.077 Otherwise, there are people now, 00:48:34.157 --> 00:48:35.677 and there will be more people whose job 00:48:35.717 --> 00:48:37.597 it is to just find... I mean, 00:48:37.637 --> 00:48:38.777 I've been approached by a few. 00:48:39.097 --> 00:48:39.998 Your job is to find... 00:48:40.018 --> 00:48:41.778 You're the influencer marketing person. 00:48:41.998 --> 00:48:42.920 You're the email person. 00:48:42.940 --> 00:48:43.860 You're the website person. 00:48:43.880 --> 00:48:44.380 You're the paid. 00:48:44.400 --> 00:48:45.059 You're the organic. 00:48:45.721 --> 00:48:46.320 They understand that. 00:48:46.360 --> 00:48:47.521 Sometimes they're the same people, 00:48:47.541 --> 00:48:48.260 but they understand this is a 00:48:48.300 --> 00:48:49.161 completely... Well, 00:48:49.181 --> 00:48:49.882 I shouldn't say completely new, 00:48:49.902 --> 00:48:52.003 but it's a relatively, in the last decade, 00:48:52.063 --> 00:48:52.583 new channel. 00:48:53.563 --> 00:48:54.445 But it needs effort. 00:48:54.605 --> 00:48:55.507 There needs to be effort behind it. 00:48:55.527 --> 00:48:57.088 So you're telling me you pay someone a 00:48:57.108 --> 00:48:59.351 full-time salary to make this their 00:48:59.391 --> 00:49:00.213 responsibility, 00:49:00.432 --> 00:49:02.456 but you're not willing to pay for some 00:49:02.476 --> 00:49:03.536 that rise above. 00:49:04.266 --> 00:49:04.666 So yeah, 00:49:04.706 --> 00:49:07.690 free product is probably good for accounts 00:49:07.730 --> 00:49:08.831 up to this size. 00:49:08.871 --> 00:49:09.992 But above that, yeah, 00:49:10.072 --> 00:49:11.012 it's worth something. 00:49:11.032 --> 00:49:12.514 This is what's called CPM. 00:49:13.835 --> 00:49:14.115 By the way, 00:49:14.135 --> 00:49:15.858 you don't ever have to go with CPM 00:49:15.898 --> 00:49:16.659 if someone shows you that. 00:49:16.679 --> 00:49:17.440 Well, it's CPM. 00:49:17.480 --> 00:49:18.260 It's like, yeah, 00:49:18.280 --> 00:49:19.762 but I'm in a niche and you're talking 00:49:19.802 --> 00:49:21.224 to me and we don't have an agreement 00:49:21.284 --> 00:49:21.643 and we're not, 00:49:21.925 --> 00:49:23.626 there's no insurance company. 00:49:23.766 --> 00:49:24.807 Never use CPM. 00:49:24.867 --> 00:49:25.929 Create your own dollar amount. 00:49:26.309 --> 00:49:27.971 Or the only time I use CPM and 00:49:28.010 --> 00:49:29.972 I go, even if it was for CPM, 00:49:30.032 --> 00:49:31.494 that's the basement, my friend. 00:49:31.614 --> 00:49:32.356 It's too low. 00:49:32.655 --> 00:49:33.516 It's too low. 00:49:33.556 --> 00:49:34.398 Thanks for coming out. 00:49:35.018 --> 00:49:38.663 Go pay CPM with CBS. 00:49:38.702 --> 00:49:41.405 So back to the full-body MRI scan. 00:49:41.505 --> 00:49:42.527 Yeah, we should do one. 00:49:43.398 --> 00:49:44.840 You know, Peter, Dr. 00:49:44.900 --> 00:49:47.920 Peter Atiyah keeps popping up again for 00:49:48.101 --> 00:49:48.481 reference. 00:49:48.541 --> 00:49:50.302 I followed him for like fifteen years. 00:49:50.362 --> 00:49:53.282 I've known him forever on social media. 00:49:53.302 --> 00:49:54.204 I don't know him personally. 00:49:54.284 --> 00:49:58.686 He he has the most basic like he 00:49:58.706 --> 00:49:59.985 he is the medical doctor. 00:50:00.065 --> 00:50:02.027 He has exercise physiologist. 00:50:02.086 --> 00:50:04.668 I think he has strength coaches on staff. 00:50:05.148 --> 00:50:07.268 They run you through a basic, you know, 00:50:07.429 --> 00:50:08.449 body assessment. 00:50:09.570 --> 00:50:10.650 I don't even think they use any 00:50:10.690 --> 00:50:11.871 specialized technology, 00:50:11.911 --> 00:50:14.231 maybe the VO two max with the respirator 00:50:14.251 --> 00:50:15.731 stuff, but I'm like, 00:50:16.032 --> 00:50:17.771 and he's at six figures. 00:50:18.072 --> 00:50:20.012 He takes seventy five, I think, 00:50:20.192 --> 00:50:21.213 patients and that's it. 00:50:21.373 --> 00:50:23.733 His his he's full. 00:50:25.074 --> 00:50:28.253 Why is every physical therapist not doing 00:50:28.273 --> 00:50:28.474 this? 00:50:28.554 --> 00:50:29.235 Me included. 00:50:29.715 --> 00:50:31.775 I am in the I'm not doing it. 00:50:31.795 --> 00:50:32.094 No, I'm not. 00:50:32.114 --> 00:50:33.554 No, I'm not doing it. 00:50:36.289 --> 00:50:38.713 he was on the Tim Ferriss show for 00:50:38.753 --> 00:50:40.717 the longest time intermittently and so 00:50:40.757 --> 00:50:41.960 much so ingrained in the show. 00:50:41.980 --> 00:50:42.760 I don't know if you guys know this, 00:50:42.780 --> 00:50:44.864 but sometimes he would be the host. 00:50:45.733 --> 00:50:46.894 And Tim would not even be on the 00:50:46.914 --> 00:50:47.175 show. 00:50:47.855 --> 00:50:49.695 And Peter Atiyah would be interviewing. 00:50:50.376 --> 00:50:51.996 I have episodes saved where I was like, 00:50:52.016 --> 00:50:54.018 this is like an awesome business podcast. 00:50:54.197 --> 00:50:56.398 Like that episode was great where he was 00:50:56.438 --> 00:50:58.039 talking to like Ray Dalio or somebody. 00:50:58.579 --> 00:50:59.780 And Tim Ferriss wasn't even there. 00:51:00.260 --> 00:51:03.563 So he's got such a history and obviously 00:51:03.623 --> 00:51:04.663 trust with Tim Ferriss. 00:51:04.682 --> 00:51:06.724 And Tim Ferriss has a gigantic show that's 00:51:06.764 --> 00:51:07.764 like legendary. 00:51:08.445 --> 00:51:11.228 And before Peter Attia even had Drive, 00:51:11.248 --> 00:51:11.947 his podcast, 00:51:12.268 --> 00:51:16.411 he was co-hosting or guest hosting on the 00:51:16.532 --> 00:51:17.313 Tim Ferriss show. 00:51:18.514 --> 00:51:20.235 And so that, I think, 00:51:20.416 --> 00:51:24.478 is a huge advantage that you just can't 00:51:24.659 --> 00:51:26.501 make up that ground if you don't have 00:51:26.521 --> 00:51:26.621 it. 00:51:27.021 --> 00:51:27.402 Sure you can. 00:51:28.532 --> 00:51:29.592 It's just going to take you ten years. 00:51:31.733 --> 00:51:32.034 Or that. 00:51:32.134 --> 00:51:32.454 Right. 00:51:32.494 --> 00:51:33.394 So I've been busy. 00:51:33.655 --> 00:51:34.994 So we'll share this off air. 00:51:35.014 --> 00:51:37.036 But I've got my first quarter and my 00:51:37.076 --> 00:51:39.237 first third of twenty twenty six going 00:51:39.737 --> 00:51:40.097 forward. 00:51:40.396 --> 00:51:40.637 Right. 00:51:41.137 --> 00:51:42.057 And I've been talking to a lot of 00:51:42.077 --> 00:51:42.358 people. 00:51:42.597 --> 00:51:44.478 My little campaign on LinkedIn that I came 00:51:44.498 --> 00:51:45.699 up with half a bottle of wine in 00:51:45.719 --> 00:51:47.300 where I just do like marketing reviews. 00:51:47.800 --> 00:51:48.800 That freaking works. 00:51:49.601 --> 00:51:51.561 I have people DMing me in the background. 00:51:52.121 --> 00:51:52.942 Do my company. 00:51:53.001 --> 00:51:54.483 And I'm like, why are you asking me? 00:51:54.523 --> 00:51:54.862 And they're like, 00:51:54.882 --> 00:51:57.184 because I'm a sales guy at a company. 00:51:58.137 --> 00:52:00.438 And our marketing sucks so bad that why 00:52:00.579 --> 00:52:01.358 I get on a call, 00:52:01.478 --> 00:52:02.960 I have to do so much education. 00:52:03.000 --> 00:52:03.880 I'm never selling it. 00:52:03.960 --> 00:52:06.202 Like the salespeople understand that 00:52:07.003 --> 00:52:08.423 marketing's the artillery. 00:52:08.543 --> 00:52:09.684 I soften the beach up. 00:52:09.744 --> 00:52:10.606 And then when you hit it, 00:52:10.706 --> 00:52:11.626 it's easier to get in there. 00:52:11.967 --> 00:52:13.407 No artillery, you get killed. 00:52:14.061 --> 00:52:14.302 right? 00:52:14.722 --> 00:52:15.422 So I've got people like, 00:52:15.682 --> 00:52:16.704 do our company next. 00:52:16.784 --> 00:52:18.724 And then the guy was smart enough where 00:52:18.744 --> 00:52:18.965 he's like, 00:52:19.045 --> 00:52:20.686 I'll slip it to the VP of whatever. 00:52:20.706 --> 00:52:21.387 And I'm like, yeah, cool. 00:52:21.407 --> 00:52:21.806 All right. 00:52:21.867 --> 00:52:23.108 I was probably going to do it anyway. 00:52:23.708 --> 00:52:25.449 But these things work. 00:52:25.530 --> 00:52:26.469 They're paying attention. 00:52:26.869 --> 00:52:28.411 But I've had conversations with people in 00:52:28.510 --> 00:52:29.112 C-suite 00:52:30.478 --> 00:52:31.559 positions in healthcare. 00:52:31.579 --> 00:52:32.559 And they're like, 00:52:32.599 --> 00:52:34.260 so what's the real secret with why your 00:52:34.300 --> 00:52:34.780 podcast? 00:52:34.882 --> 00:52:35.641 Oh, like you're, 00:52:35.661 --> 00:52:36.663 you look like you're everywhere. 00:52:36.722 --> 00:52:36.983 I'm like, 00:52:37.744 --> 00:52:39.224 I'll put a camera right there and show 00:52:39.244 --> 00:52:40.186 you what I do for a week. 00:52:40.286 --> 00:52:42.086 And it's all the stupid crap that we 00:52:42.126 --> 00:52:42.987 talk about on the show. 00:52:43.347 --> 00:52:44.789 It's just, I keep doing it. 00:52:45.730 --> 00:52:45.969 I'm like, 00:52:45.989 --> 00:52:47.231 do you want to have a podcast bigger 00:52:47.251 --> 00:52:47.552 than mine? 00:52:47.791 --> 00:52:49.833 Release two episodes every week for ten 00:52:49.853 --> 00:52:50.074 years. 00:52:50.673 --> 00:52:51.894 It'll work. 00:52:51.934 --> 00:52:53.516 Let's we need to growth yesterday. 00:52:53.817 --> 00:52:54.016 Great. 00:52:54.177 --> 00:52:55.617 And pay to be on someone else right 00:52:55.637 --> 00:52:56.038 this way. 00:52:56.699 --> 00:52:58.860 Pay me or run ads like that's it. 00:52:59.789 --> 00:53:01.672 Go get bricks and build a house or 00:53:01.711 --> 00:53:03.414 you get to rent out my Airbnb. 00:53:03.514 --> 00:53:03.974 Two choices. 00:53:05.153 --> 00:53:06.675 So I know we're running low on time, 00:53:06.695 --> 00:53:07.554 but so Tony, 00:53:07.574 --> 00:53:09.476 were you suggesting like more PTs should 00:53:09.496 --> 00:53:12.436 kind of do that whole approach of just 00:53:12.737 --> 00:53:15.518 a combination of content and maybe unique 00:53:15.577 --> 00:53:17.119 offerings and higher price points? 00:53:17.159 --> 00:53:18.259 Or what were you getting at in terms 00:53:18.278 --> 00:53:20.500 of like using the Peter T example for 00:53:20.840 --> 00:53:22.260 physical therapy? 00:53:22.280 --> 00:53:23.780 Yeah, they're already doing it anyway. 00:53:23.922 --> 00:53:26.021 Like you're already doing an excessively 00:53:26.041 --> 00:53:29.344 thorough evaluation anyway. 00:53:29.603 --> 00:53:31.043 Let's monetize it. 00:53:31.103 --> 00:53:32.085 Let's put it out there. 00:53:32.144 --> 00:53:34.326 Let's show a community of people 00:53:35.925 --> 00:53:36.927 I'm going to pull this up. 00:53:37.126 --> 00:53:40.668 So the reason why Lucy could be profitable 00:53:40.728 --> 00:53:44.188 selling this at five cents was because it 00:53:44.228 --> 00:53:45.048 was on TV, 00:53:45.128 --> 00:53:47.670 not because she was getting five cents. 00:53:49.989 --> 00:53:52.811 I don't do the depth and stuff of 00:53:52.851 --> 00:53:54.931 an evaluation that other therapists are 00:53:54.972 --> 00:53:55.371 doing. 00:53:56.152 --> 00:53:56.893 If you're going to do it, 00:53:57.452 --> 00:53:59.074 charge for it, monetize it, 00:53:59.114 --> 00:54:01.336 like make make the money that it's worth 00:54:02.097 --> 00:54:04.119 and put it out there and tie behind 00:54:04.159 --> 00:54:05.360 that the accountability, 00:54:05.380 --> 00:54:07.202 which we've talked about a thousand times 00:54:07.822 --> 00:54:08.483 to say, look, 00:54:08.902 --> 00:54:11.246 this information is useless unless you do 00:54:11.306 --> 00:54:12.286 something with it. 00:54:13.007 --> 00:54:14.447 I think therapists have a golden 00:54:14.507 --> 00:54:16.170 opportunity to focus on the 00:54:16.269 --> 00:54:17.271 implementation, 00:54:17.311 --> 00:54:19.793 focus on we can get you to achieve 00:54:19.853 --> 00:54:20.494 those goals. 00:54:22.068 --> 00:54:23.530 Instead of come here. 00:54:23.909 --> 00:54:23.969 Oh, 00:54:23.989 --> 00:54:25.070 that's where I started with the Apple 00:54:25.110 --> 00:54:25.692 picking thing. 00:54:26.192 --> 00:54:26.492 I was like, 00:54:26.753 --> 00:54:28.454 PTs think we're in the Apple pricing 00:54:28.494 --> 00:54:28.894 business. 00:54:30.059 --> 00:54:30.760 But then I'm going to get, 00:54:30.880 --> 00:54:32.380 and we'll talk about this on a future 00:54:32.400 --> 00:54:32.840 episode. 00:54:33.382 --> 00:54:34.021 There's some recent, 00:54:34.081 --> 00:54:35.643 there's always a good like flare up on 00:54:35.663 --> 00:54:37.623 a Facebook post or a LinkedIn post about, 00:54:38.384 --> 00:54:39.804 we got to give, you know, 00:54:39.864 --> 00:54:41.085 you guys are out here charging people. 00:54:41.106 --> 00:54:42.286 Dave, you chimed in on one of them. 00:54:43.126 --> 00:54:44.347 It's like, listen, if you want to offer, 00:54:44.407 --> 00:54:46.487 if this person has Apple insurance and 00:54:46.527 --> 00:54:48.289 they cover one point five apples per 00:54:48.309 --> 00:54:49.929 visit, selling the apples, 00:54:50.050 --> 00:54:51.190 it's on the one point five apples. 00:54:51.610 --> 00:54:53.391 But if before they leave your door, 00:54:53.771 --> 00:54:55.693 you don't also say, hey, by the way, 00:54:55.713 --> 00:54:56.393 that's covered. 00:54:56.452 --> 00:54:57.213 This is extra. 00:54:58.594 --> 00:55:00.695 That's stereotyping your patient. 00:55:00.835 --> 00:55:02.356 I know my patients can't afford it. 00:55:03.557 --> 00:55:03.838 Really? 00:55:04.177 --> 00:55:05.378 It's a nice haircut you've got there. 00:55:05.739 --> 00:55:07.960 I have a Flowbee and have decided that 00:55:08.000 --> 00:55:10.280 this is worth thirty five dollars and a 00:55:10.340 --> 00:55:10.760 Flowbee, 00:55:10.780 --> 00:55:12.001 which would have been twenty five bucks 00:55:12.161 --> 00:55:13.643 once twenty years ago. 00:55:13.663 --> 00:55:15.103 No, I'm not doing that. 00:55:15.623 --> 00:55:16.244 I'm going to do this. 00:55:16.704 --> 00:55:18.746 That's that's stereotyping in the wrong 00:55:18.766 --> 00:55:18.925 way. 00:55:19.005 --> 00:55:20.226 They'll never invest in that. 00:55:20.907 --> 00:55:22.867 Have you asked? 00:55:25.248 --> 00:55:26.889 Dave, kick off the parting shots. 00:55:27.989 --> 00:55:28.750 Man, party shots. 00:55:28.829 --> 00:55:29.751 Happy New Year. 00:55:30.570 --> 00:55:31.951 Wishing all you guys that are, 00:55:32.090 --> 00:55:33.192 everyone that's watching health and 00:55:33.251 --> 00:55:36.293 wellness and only if you put in, 00:55:36.532 --> 00:55:37.813 you know, if you put, not only, 00:55:37.853 --> 00:55:39.054 but health and wellness, 00:55:39.094 --> 00:55:41.193 but also extra health and wellness if you 00:55:41.233 --> 00:55:42.994 put in the effort and the time, 00:55:43.034 --> 00:55:44.976 whether it's for working out your own 00:55:45.016 --> 00:55:47.235 personal or family health and wellness and 00:55:47.655 --> 00:55:49.016 or your business health and wellness. 00:55:49.943 --> 00:55:50.943 Or both. 00:55:51.123 --> 00:55:51.463 All right. 00:55:51.483 --> 00:55:51.903 Same thing. 00:55:51.983 --> 00:55:53.065 Happy New Year, everyone. 00:55:53.085 --> 00:55:54.766 Thanks for spending your time with us. 00:55:54.905 --> 00:55:56.806 I'm excited to see where the profession 00:55:56.847 --> 00:55:59.507 goes through the rest of the twelve months 00:55:59.547 --> 00:56:01.469 with AI and all the changes that are 00:56:01.489 --> 00:56:03.130 coming down faster and faster. 00:56:03.190 --> 00:56:04.311 I think we're going to see a very 00:56:04.351 --> 00:56:06.431 different profession twelve months from 00:56:06.492 --> 00:56:06.672 now. 00:56:07.193 --> 00:56:07.532 Hopefully. 00:56:07.552 --> 00:56:09.414 Yeah, I look forward to it. 00:56:09.434 --> 00:56:10.875 See ya. 00:56:15.628 --> 00:56:16.730 That's it for this one, 00:56:16.969 --> 00:56:18.572 but we're just getting warmed up. 00:56:19.112 --> 00:56:21.034 Smash follow, send it to a friend, 00:56:21.253 --> 00:56:22.914 or crank up the next episode. 00:56:23.436 --> 00:56:24.317 Want to go deeper? 00:56:24.797 --> 00:56:28.820 Hit us at pgpinecast.com or find us on 00:56:28.880 --> 00:56:31.422 YouTube and socials at pgpinecast. 00:56:31.842 --> 00:56:34.125 And legally, none of this was advice. 00:56:34.204 --> 00:56:35.867 It's for entertainment purposes only. 00:56:35.887 --> 00:56:37.307 Bullshit! 00:56:37.608 --> 00:56:38.208 See, Keith? 00:56:38.409 --> 00:56:39.469 We read the script. 00:56:39.750 --> 00:56:40.411 Happy now?