WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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Welcome to PT Breakfast Club.

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We are live.

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We are groggy.

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I don't know, man.

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I'm just like dragging,

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just dragging this morning for some

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reason.

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Today on the show,

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can your clinic put sixty thousand dollars

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in recurring revenue by acting more like a

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gym?

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That's a question, not a statement.

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The CEO hustle your competitors don't know

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about and why one PT built a million

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dollar practice and still gets paid like a

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new graduate.

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Good morning, Tony.

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Good morning, Dave.

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Good morning, everybody.

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Between you two guys, who is older?

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Oh, me, right?

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Are you?

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I believe James McKay is the elder

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statesman.

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I'm thirty.

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I'm thirty.

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I'm thirty nine.

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I turned forty six a month ago.

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Two months.

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I'm fifty.

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We got we got like that range.

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Yeah.

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All right.

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Go ahead.

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All right.

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Well, you and I were talking.

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You were coming in hot this morning before

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I hit live, and I said,

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let's just go live.

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You got it good.

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So set up,

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and then we'll ask the audience and Dave

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and myself our questions.

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Okay,

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so this is right in Dave's wheelhouse.

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I ask ChatGPT every Tuesday,

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Thursday morning while I'm waiting for my

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kids to take them to school.

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I'm like, hey, it's today's date,

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the PT Breakfast Club,

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what are some hot topics?

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And then I start brainstorming.

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One of the things that popped into my

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head

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i said well wait a minute everybody wants

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to say the geriatric population lives on a

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fixed income they can't afford cash-based

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therapy they they can't afford to pay for

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great service and i was like this makes

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no sense because on the other side of

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media all i hear is the geriatric

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population the baby boomers they're

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hoarding all the wealth they own all the

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homes all of this negativity towards them

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so i'm like well which one is it

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and it got me thinking i'm like okay

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I'm fifty, I own a house,

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but even take me ten years into the

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future, my house will be paid off.

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The stock market has been hitting all-time

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highs for twenty years.

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I've got a sub-three percent mortgage

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interest rate on my house.

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So I'm like,

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it's not that they can't afford,

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it's that either we are not conveying the

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value of what we are selling,

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Or they are,

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which a lot of us are,

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financially illiterate and don't

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understand how to access the value they

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possess.

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But when I look at the sixty five

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plus community,

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I see a lot of people that own

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homes that have doubled or tripled in

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value since they originally purchased.

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I see a lot of people who have

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no student debt,

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no mortgage left on the home.

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If they do have a mortgage is because

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they refinance that sub three percent.

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I see a bunch of individuals that we

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see teachers in the clinic every day that

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are retired with unreal benefit packages,

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free health care, stipends,

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all of this crazy stuff that we'll never

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see in our lifetimes.

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But because they were in the public sector

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working as a teacher, twenty years ago,

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they retired.

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They have insane compensation packages,

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full salaries plus.

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and they don't have to work anymore.

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So my position is it's not that this

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population can't afford Dave's services.

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It's that either they choose not to

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because other therapists, not Dave,

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aren't communicating the value of what it

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is they are really selling,

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or the population that they're targeting

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is financially illiterate which many of us

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are i gotta admit and they don't

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understand how to access the value in

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their home the value in their portfolios

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without selling their stocks they don't

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understand the value they have all they

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see is a social security check that comes

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in and it's too low for them to

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live on they don't realize they're sitting

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on a pot of gold that hasn't been

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touched for thirty years

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So what made what?

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Yes.

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So agreed.

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And and hey, man,

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you can't take it with you.

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This does not mean I think you should

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empty the bank accounts if you got kids

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or you want to leave a legacy or

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you want to fund the ASPCA, do that.

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So what you said was pot of gold

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and I don't watch a ton of TV

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anymore, but when I do,

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I always hear the, it's like,

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it's always like some dude who was an

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actor when the audience they're talking to

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was twenty-four.

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So like now we're at Tom Selleck.

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Right.

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It used to be Wilford Brimley who was

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talking about diabetes.

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Right.

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And they never changed it,

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which was smart because diabetes.

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Right.

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So it was always the guy that was

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the guy like Magnum P.I.

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Even half the audience is going,

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who the hell is Magnum P.I.?

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And you're right.

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So maybe what you're saying is right,

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I agree with you,

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but us saying it to them is like

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their kids saying it to them.

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That won't land.

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Maybe we need to hire our version of

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Magnum PI,

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because what Magnum PI is doing now is

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invest in gold or whatever,

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or triple mortgage your house or whatever

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the hell the commercial is.

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Don't do that.

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That's not financial advice.

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But my point is that whoever is doing

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that is smart enough to know

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What Tony just said is true.

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They do have money,

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and I do want to access it.

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So let me talk to one of them.

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Let me push on one of their fears,

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but not a random dude.

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This is where it's ROI positive to pay

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whatever Tom Selleck, Magnum PI,

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costs because that person is Superman to

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them or was the coolest guy in a

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Ferrari on the Hawaiian Islands being a

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private investigator while living for free

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at a mansion.

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That always,

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that always reminds me that you were,

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what you just said, uh, the way,

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cause Tom Selleck,

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I think is in these commercials now for

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the reverse mortgages.

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Have you guys seen these commercials?

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Yeah, I'm seeing them on TV going, Oh,

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that's what we're,

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he's now the guy he's aged into that

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role.

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Just as a complete aside,

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it's insane that they wrap the reverse

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mortgage and they, again,

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we talk about words and framing and

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wrapping.

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Like literally a reverse mortgage is you

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sell your house to the bank and they're

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going to,

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they're going to give you money up front.

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You get to still live in the,

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in the house.

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And then you now no longer get to

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give that house to your children.

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That's a reverse mortgage,

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but they just put two beautiful words

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together and they make it sound like a

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great thing.

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It's,

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it's crazy because I'm now speaking to

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friends that are in their twenties or

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thirties or forties or whatever,

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and they are no longer getting their

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Brooklyn houses back.

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passed down from their grandparents

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because of a reverse mortgage.

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So they are not liking the reverse

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mortgage.

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And anyway,

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it's just part of this whole conversation

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about financial literacy.

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If a mortgage is bad, a reverse mortgage.

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It's got to be good.

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It's got to be good.

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Sounds like the opposite.

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It's the reverse of bad.

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That sounds good.

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But, I mean, it's a little bit of,

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you know, I don't want to say, like,

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sharky.

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Kind of.

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Like,

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it's like these commercials are like,

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do you need cash right now for medical

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procedures or, like Tony said,

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like to live on or whatever it might

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be?

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You know,

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have you considered a reverse mortgage?

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The bank will basically give you a

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briefcase and a Santa sack of money.

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And all you have to do is a

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couple things that we're going to put in

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the fine print, including...

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We're going to take your house.

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And as soon as you pass away,

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it's ours.

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And then we're going to sell it,

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you know, whatever.

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And,

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and you don't get to pass it along

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to your children or grandchildren.

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Now, of course,

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if you don't have any children or

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grandchildren, I think it is a great,

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I think it is a great idea.

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But if you have children or grandchildren,

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I don't know.

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It's, it's a little,

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it's a little bit of a,

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not a little bit.

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It could be a big aspect of a

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family dispute.

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Let's just put it that way.

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Correct.

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What is your general thought though, Dave?

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I had the stats,

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but I can't pull them up now.

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Like one of the populations,

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the decade age that's holding the most

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wealth,

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especially in regards to what I said,

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stock market appreciation, home ownership,

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housing appreciation, all of that stuff.

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Is that like,

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it was either sixty to seventy or seventy

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to eighty year old demographic.

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My question to you is,

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are we on the right track in the

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sense of understanding, look,

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these individuals have the wealth,

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to pay for what is beneficial for them

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they choose not to because we are sending

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the wrong message we're communicating the

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wrong value proposition they don't care

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about the things that we're trying to sell

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them they have other desires we just need

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to understand how to communicate to those

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desires but the money is there

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The money is absolutely there.

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And it's for the most part,

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as Jimmy will say on any podcast,

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it's all about communication and messaging

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and the message.

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So yes.

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And that,

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so that's the thing historically,

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I know we've talked about this kind of

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intertwined a million different ways of

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like, historically,

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Physical therapy practices didn't have to

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care about the messaging because it was

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like every practice took every insurance.

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And, you know, ten, twenty years ago,

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the insurance is adjusted,

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reverse adjusted for inflation.

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We're paying better then.

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And so you didn't really you got away

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with it.

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You got away with you put up a

00:09:38.971 --> 00:09:41.173
shingle and people call and they walk by

00:09:41.232 --> 00:09:43.514
and they stop in and the practice took

00:09:43.615 --> 00:09:45.155
every insurance under the sun.

00:09:45.735 --> 00:09:47.876
And you didn't have to do what we

00:09:47.917 --> 00:09:48.356
do now,

00:09:48.397 --> 00:09:48.817
which is

00:09:49.442 --> 00:09:50.803
have an organized sales process,

00:09:51.024 --> 00:09:52.765
do sales role play, talk up.

00:09:52.865 --> 00:09:54.626
I'm literally onboarding a new physical

00:09:54.647 --> 00:09:55.288
therapist right now.

00:09:55.368 --> 00:09:57.769
And yesterday we spent three hours talking

00:09:57.789 --> 00:09:58.471
about words,

00:09:58.510 --> 00:10:00.972
like literally what words to use and why

00:10:01.013 --> 00:10:04.775
it's important to say things like, Hey,

00:10:04.796 --> 00:10:06.636
what are your expectations today of your

00:10:06.657 --> 00:10:07.158
first visit?

00:10:07.298 --> 00:10:09.360
And like all of these things to make

00:10:09.379 --> 00:10:11.760
a different experience before physical

00:10:11.782 --> 00:10:12.922
therapy practice could get away with it.

00:10:13.062 --> 00:10:14.583
Now we're at a point where

00:10:15.395 --> 00:10:16.517
We want to like maybe get out of

00:10:16.537 --> 00:10:17.977
the payer system or we're complaining

00:10:17.998 --> 00:10:19.457
about payment and reimbursement and all

00:10:19.477 --> 00:10:19.577
that.

00:10:19.618 --> 00:10:22.620
And now the words and the messaging and

00:10:22.639 --> 00:10:24.640
the positioning is more important than it

00:10:24.681 --> 00:10:27.082
ever has been before.

00:10:27.123 --> 00:10:28.803
Real quick on that topic,

00:10:28.844 --> 00:10:30.524
we should do a full segment, not today,

00:10:30.565 --> 00:10:33.525
but in the future on words and language

00:10:33.586 --> 00:10:34.307
and how we say it.

00:10:34.934 --> 00:10:37.056
I've got a patient right now who had

00:10:37.115 --> 00:10:38.576
some foot and ankle issues.

00:10:38.616 --> 00:10:41.898
She went to a large national chain,

00:10:42.197 --> 00:10:42.918
a shoe store,

00:10:43.599 --> 00:10:45.620
and the one that got me,

00:10:45.720 --> 00:10:47.321
she was like, she told me, she said,

00:10:47.380 --> 00:10:49.922
going in, I told my husband, be ready,

00:10:49.981 --> 00:10:51.503
it's probably gonna be two or three

00:10:51.543 --> 00:10:53.482
hundred dollars for a pair of shoes that

00:10:53.523 --> 00:10:54.283
they recommend.

00:10:54.943 --> 00:10:56.004
I said, well, how much was it?

00:10:56.024 --> 00:10:58.048
She was like twenty five hundred dollars

00:10:58.087 --> 00:10:59.889
was the lowest recommendation,

00:10:59.909 --> 00:11:01.311
the lowest cost recommendation.

00:11:01.851 --> 00:11:03.953
She said the thing that the guy told

00:11:04.014 --> 00:11:05.436
me it was forty five minutes.

00:11:05.456 --> 00:11:07.138
They just keep pounding, pounding,

00:11:07.177 --> 00:11:08.339
pounding the same idea.

00:11:08.779 --> 00:11:10.201
She said the thing that almost got me

00:11:10.241 --> 00:11:12.683
to say yes was the guy said, well,

00:11:12.724 --> 00:11:14.086
if your husband needed it,

00:11:14.206 --> 00:11:15.488
wouldn't you do it for him?

00:11:16.419 --> 00:11:17.880
And she was like, oh,

00:11:17.900 --> 00:11:19.402
I pulled at my heartstrings.

00:11:20.383 --> 00:11:21.803
I was ready to say yes when he

00:11:21.844 --> 00:11:22.684
told me that.

00:11:23.345 --> 00:11:25.346
And I'm like, OK, you know,

00:11:25.486 --> 00:11:25.886
I get it.

00:11:25.927 --> 00:11:27.727
But other professions,

00:11:27.908 --> 00:11:29.889
other other service providers,

00:11:29.950 --> 00:11:30.909
product sales,

00:11:31.530 --> 00:11:33.511
they understand how to communicate.

00:11:33.552 --> 00:11:35.874
They understand how to convey the value.

00:11:35.894 --> 00:11:38.336
And if you really believe this goes back

00:11:38.355 --> 00:11:39.496
to marketing is ethical.

00:11:40.350 --> 00:11:42.231
If you really believe that you can change

00:11:42.251 --> 00:11:43.173
this person's life,

00:11:43.613 --> 00:11:45.215
you can keep them in their house five

00:11:45.254 --> 00:11:45.774
more years.

00:11:46.155 --> 00:11:48.317
You can improve the quality of those five

00:11:48.357 --> 00:11:48.677
years.

00:11:49.318 --> 00:11:50.539
What else are they going to spend the

00:11:50.580 --> 00:11:53.844
money on that is more valuable than their

00:11:54.004 --> 00:11:55.644
independence and freedom?

00:11:56.046 --> 00:11:56.365
You know,

00:11:56.546 --> 00:11:58.908
I think about that every single day when

00:11:58.928 --> 00:11:59.548
I'm in the clinic.

00:11:59.568 --> 00:12:01.311
And dignity.

00:12:01.331 --> 00:12:02.032
Yeah, yeah.

00:12:02.644 --> 00:12:03.506
It sucks, man.

00:12:03.687 --> 00:12:05.210
I mean, and there's no, I mean,

00:12:05.230 --> 00:12:07.014
it's the person who creates the life kit

00:12:07.053 --> 00:12:09.860
for helping your parents age is going to

00:12:09.879 --> 00:12:10.721
be like,

00:12:10.761 --> 00:12:12.144
you should throw money at that person if

00:12:12.164 --> 00:12:12.745
you can do it.

00:12:12.826 --> 00:12:13.126
Right.

00:12:13.947 --> 00:12:14.168
Um,

00:12:14.605 --> 00:12:15.264
Very, very good.

00:12:15.645 --> 00:12:16.446
Questions, comments,

00:12:16.466 --> 00:12:17.866
if you're watching live, drop them below.

00:12:19.128 --> 00:12:19.947
Which one should we do?

00:12:20.028 --> 00:12:21.149
Do you want to talk about this one

00:12:21.188 --> 00:12:21.668
LinkedIn post?

00:12:21.688 --> 00:12:22.909
We could do it quick if there's not

00:12:23.129 --> 00:12:24.831
a legs, but I thought this was good.

00:12:24.870 --> 00:12:26.011
This was Nick Schmidt asking this

00:12:26.052 --> 00:12:26.471
question.

00:12:26.491 --> 00:12:28.433
It wasn't really a question.

00:12:28.453 --> 00:12:28.634
It was.

00:12:28.734 --> 00:12:29.374
He was saying,

00:12:29.394 --> 00:12:30.715
are physical therapy clinics missing out

00:12:30.735 --> 00:12:32.096
on a gym model opportunity that can

00:12:32.115 --> 00:12:33.037
provide steady revenue?

00:12:33.777 --> 00:12:35.177
He was saying he read something about

00:12:35.197 --> 00:12:36.298
Benz, yada yada.

00:12:36.357 --> 00:12:36.899
Essentially, like,

00:12:37.139 --> 00:12:38.318
I feel like we've been talking about this,

00:12:38.359 --> 00:12:38.799
which is like,

00:12:38.899 --> 00:12:40.639
you're not going to get more money from

00:12:40.679 --> 00:12:41.480
the insurance company.

00:12:41.921 --> 00:12:42.260
I bet.

00:12:42.620 --> 00:12:44.442
I regret to inform you that that is

00:12:44.481 --> 00:12:45.363
not never coming.

00:12:45.802 --> 00:12:46.523
It's never going to go up.

00:12:46.543 --> 00:12:48.104
It's always going to go down like gravity.

00:12:48.504 --> 00:12:49.585
Count on it to go down.

00:12:50.264 --> 00:12:50.966
So he's saying

00:12:51.846 --> 00:12:53.147
Could we do this gym model?

00:12:53.466 --> 00:12:54.986
And I was like, I've heard this before.

00:12:55.067 --> 00:12:56.148
They don't want loud music.

00:12:56.187 --> 00:12:57.488
They don't want a gym.

00:12:57.528 --> 00:12:58.928
But could you make a nice gym?

00:12:59.469 --> 00:13:00.769
And I was like, yeah, Tony does this.

00:13:01.328 --> 00:13:02.169
Here's where I was like,

00:13:02.269 --> 00:13:03.350
I don't think that feels right.

00:13:03.389 --> 00:13:05.510
If the clinic invests two hundred grand in

00:13:05.551 --> 00:13:07.272
equipment and charges seventy five dollars

00:13:07.312 --> 00:13:07.851
a month.

00:13:09.072 --> 00:13:10.812
That's ninety grand per year in revenue.

00:13:11.725 --> 00:13:13.368
Yeah, it's going to take, yeah,

00:13:13.567 --> 00:13:14.687
two and a half years or whatever to

00:13:14.748 --> 00:13:16.149
make the money back, which, yeah,

00:13:16.168 --> 00:13:17.169
it's a lot of money.

00:13:17.190 --> 00:13:18.650
And I was like, yes, you could.

00:13:18.791 --> 00:13:20.653
I think less than five K in a

00:13:20.712 --> 00:13:23.413
Facebook marketplace.

00:13:23.433 --> 00:13:23.674
Right.

00:13:23.754 --> 00:13:23.955
I mean,

00:13:23.975 --> 00:13:26.397
because to get to get ramped up.

00:13:26.437 --> 00:13:26.616
Yeah.

00:13:26.636 --> 00:13:27.898
And then you could always upgrade a little

00:13:27.918 --> 00:13:28.258
bit later.

00:13:28.697 --> 00:13:30.379
I know we want the brand new Rogue

00:13:30.418 --> 00:13:32.599
squat rack and, you know,

00:13:32.658 --> 00:13:35.860
the Nike rubberized kettlebells that are

00:13:35.919 --> 00:13:37.500
nice that I keep seeing on my feed.

00:13:37.520 --> 00:13:39.061
But I think you need less than five

00:13:39.100 --> 00:13:40.721
grand of equipment.

00:13:41.022 --> 00:13:42.662
Like, what are the two or three people?

00:13:42.682 --> 00:13:43.682
I don't know, a stepper?

00:13:44.743 --> 00:13:47.163
You know, I don't know.

00:13:47.183 --> 00:13:47.323
Like,

00:13:47.364 --> 00:13:48.163
I think you could do it with less

00:13:48.203 --> 00:13:48.703
than five grand.

00:13:48.744 --> 00:13:50.065
Tony, you're doing this.

00:13:50.345 --> 00:13:50.845
So, like,

00:13:51.384 --> 00:13:52.445
this is the thing I feel like you've

00:13:52.465 --> 00:13:54.966
been leading people to water about.

00:13:55.688 --> 00:13:56.028
Yeah.

00:13:56.690 --> 00:13:58.770
What was the original Larry Benz article?

00:13:59.010 --> 00:13:59.971
I don't remember that.

00:14:00.211 --> 00:14:01.111
I don't remember either.

00:14:01.211 --> 00:14:02.613
He's putting in a lot of articles,

00:14:02.653 --> 00:14:03.113
which is good.

00:14:03.173 --> 00:14:03.493
He is.

00:14:03.613 --> 00:14:04.494
Yeah.

00:14:04.553 --> 00:14:07.054
So so my thing with kind of,

00:14:07.154 --> 00:14:07.475
you know,

00:14:08.355 --> 00:14:10.157
my understanding and you guys correct me

00:14:10.177 --> 00:14:10.657
if I'm wrong.

00:14:10.677 --> 00:14:12.477
Planet Fitness is like a two million

00:14:12.518 --> 00:14:13.477
dollar investment.

00:14:13.979 --> 00:14:14.678
So he's saying,

00:14:14.719 --> 00:14:17.179
would we make a ten percent investment

00:14:17.740 --> 00:14:18.640
relative to that?

00:14:20.282 --> 00:14:22.625
I would say the problem with investing two

00:14:22.644 --> 00:14:23.385
hundred thousand,

00:14:23.446 --> 00:14:24.827
it's just an arbitrary number,

00:14:25.548 --> 00:14:27.671
is if you don't have a proven model,

00:14:27.711 --> 00:14:30.254
like McDonald's has no problem opening a

00:14:30.313 --> 00:14:32.076
new restaurant because they have a proven

00:14:32.115 --> 00:14:32.397
model.

00:14:32.437 --> 00:14:33.677
They have a proven formula.

00:14:33.697 --> 00:14:34.599
We know it's going to work.

00:14:35.120 --> 00:14:36.922
We know the price points, the demographic,

00:14:36.961 --> 00:14:39.124
the community, all of that stuff is there.

00:14:39.684 --> 00:14:42.106
when i see a therapist spending two

00:14:42.147 --> 00:14:43.388
hundred three hundred four hundred

00:14:43.427 --> 00:14:46.229
thousand on a new clinic it breaks my

00:14:46.288 --> 00:14:48.311
heart because they don't have a proven

00:14:48.370 --> 00:14:50.532
model they are really rolling the dice on

00:14:50.572 --> 00:14:53.754
that yes now i got stuck in what

00:14:53.793 --> 00:14:55.495
you're saying i got stuck in the five

00:14:55.515 --> 00:14:57.657
thousand dollar model i buy broken

00:14:57.716 --> 00:14:59.418
equipment off of ebay because none of my

00:14:59.457 --> 00:15:01.659
patients have enough strength or mobility

00:15:01.679 --> 00:15:04.341
to use a five thousand dollar recumbent

00:15:04.361 --> 00:15:07.062
bike they're good on a five hundred or

00:15:07.102 --> 00:15:09.245
a fifty dollar broken recumbent bike like

00:15:09.945 --> 00:15:12.605
So, don't use me as an example,

00:15:13.226 --> 00:15:15.307
but what I shared in the comments was

00:15:15.368 --> 00:15:17.467
the real value in that model is not

00:15:17.548 --> 00:15:19.389
the seventy-five or the hundred a month,

00:15:19.929 --> 00:15:21.830
it's in building the community,

00:15:22.270 --> 00:15:23.770
getting the people there,

00:15:23.831 --> 00:15:25.131
having access to,

00:15:25.192 --> 00:15:26.753
and the three things that I said were,

00:15:27.393 --> 00:15:29.274
if I have even twenty people,

00:15:29.714 --> 00:15:31.934
fifty people, doing a program like that,

00:15:32.455 --> 00:15:33.875
They've all been patients already.

00:15:34.176 --> 00:15:36.157
Nobody from the community can walk in

00:15:36.197 --> 00:15:36.557
cold.

00:15:36.677 --> 00:15:38.597
It's only people that have been patients.

00:15:38.638 --> 00:15:40.798
So I kind of can handpick who's the

00:15:40.818 --> 00:15:42.860
best candidate for this self-pay program.

00:15:43.440 --> 00:15:45.921
We started at thirty in two thousand and

00:15:45.961 --> 00:15:46.400
two.

00:15:46.801 --> 00:15:48.782
We're at one hundred a month in two

00:15:48.802 --> 00:15:49.883
thousand twenty six.

00:15:50.363 --> 00:15:52.443
But the idea is I can handpick the

00:15:52.464 --> 00:15:52.984
community.

00:15:53.323 --> 00:15:54.684
I can offer it to them with no

00:15:54.764 --> 00:15:55.445
obligation.

00:15:55.764 --> 00:15:56.765
There's no contract.

00:15:56.785 --> 00:15:57.826
You can quit any time.

00:15:58.546 --> 00:16:00.967
And by having these people in my clinic

00:16:01.248 --> 00:16:01.807
twice a week,

00:16:02.831 --> 00:16:03.831
Usually they're there thirty,

00:16:03.851 --> 00:16:04.412
forty minutes.

00:16:04.452 --> 00:16:05.933
Some people like to stay a little longer.

00:16:05.953 --> 00:16:06.734
It doesn't hurt me.

00:16:07.294 --> 00:16:09.537
It builds the vibe of the clinic.

00:16:09.636 --> 00:16:11.958
You've seen videos of my guys that are

00:16:12.099 --> 00:16:14.061
bringing in joke books and making

00:16:14.081 --> 00:16:15.001
everybody laugh.

00:16:15.081 --> 00:16:17.663
And like it builds the vibe in the

00:16:17.703 --> 00:16:18.384
community.

00:16:19.225 --> 00:16:21.047
But then also, if I get a cancellation,

00:16:21.106 --> 00:16:23.129
I can reactivate one of those patients to

00:16:23.168 --> 00:16:24.370
fill that spot.

00:16:24.889 --> 00:16:26.932
I can use it as word of mouth

00:16:26.971 --> 00:16:28.633
marketing because they all have friends

00:16:28.673 --> 00:16:29.514
and families and connections.

00:16:29.514 --> 00:16:31.041
communities they have neighbors that are

00:16:31.081 --> 00:16:33.029
getting hip and knee replacements rotator

00:16:33.049 --> 00:16:33.793
cuff repairs and

00:16:34.035 --> 00:16:35.697
They're telling them to go to tonal

00:16:35.797 --> 00:16:36.357
therapy.

00:16:36.817 --> 00:16:38.600
So I save the money on the marketing.

00:16:39.019 --> 00:16:42.222
I've got money that's there for missed

00:16:43.864 --> 00:16:46.186
visits, cancellations, reactivations.

00:16:46.606 --> 00:16:48.508
And I've got the word of mouth and

00:16:48.528 --> 00:16:50.370
the community, the vibe.

00:16:50.470 --> 00:16:53.312
So we've always had that in-house.

00:16:53.873 --> 00:16:55.833
It's always been net positive.

00:16:55.874 --> 00:16:56.715
The only thing,

00:16:56.754 --> 00:16:57.615
and I want to hear what you guys

00:16:57.635 --> 00:16:58.255
say about it,

00:16:59.057 --> 00:17:00.999
you have to have the staff...

00:17:01.538 --> 00:17:03.820
that is willing to engage with these

00:17:03.879 --> 00:17:04.680
individuals.

00:17:05.381 --> 00:17:08.741
Jeremy, Kathy, Tony, we will talk,

00:17:08.801 --> 00:17:09.461
we will laugh,

00:17:09.521 --> 00:17:11.323
we will listen to their stories.

00:17:12.042 --> 00:17:15.765
I have had teams of therapists who believe

00:17:16.265 --> 00:17:18.105
if you're not a physical therapy patient,

00:17:18.184 --> 00:17:19.205
I'm not gonna talk to you,

00:17:19.326 --> 00:17:20.286
I'm not gonna look at you,

00:17:20.465 --> 00:17:21.807
I'm not gonna engage with you.

00:17:22.741 --> 00:17:24.722
Mentally, they can't handle it.

00:17:25.323 --> 00:17:26.363
You know, mentally,

00:17:26.403 --> 00:17:28.223
they don't have the bandwidth to

00:17:28.284 --> 00:17:30.265
acknowledge when another person walks in

00:17:30.305 --> 00:17:30.964
the clinic.

00:17:31.585 --> 00:17:33.766
And definitely they can't answer a

00:17:33.826 --> 00:17:35.527
question if it's not the patient they're

00:17:35.567 --> 00:17:35.846
seeing.

00:17:35.886 --> 00:17:36.106
I mean,

00:17:36.166 --> 00:17:37.988
we know that these therapists exist.

00:17:38.028 --> 00:17:41.328
They're so like focused on the person in

00:17:41.388 --> 00:17:42.128
front of them.

00:17:42.669 --> 00:17:44.289
The rest of the world disappears.

00:17:44.410 --> 00:17:46.510
That that is not a recipe for success.

00:17:48.169 --> 00:17:48.709
So.

00:17:48.749 --> 00:17:51.269
I wouldn't be able to not speak to

00:17:51.289 --> 00:17:51.509
the person.

00:17:51.529 --> 00:17:52.269
I'd be like, what's up dude?

00:17:52.289 --> 00:17:53.171
Like, you'd be like, Jimmy,

00:17:53.191 --> 00:17:54.230
I'll give you a hundred dollars if you

00:17:54.250 --> 00:17:55.431
could not talk to one person.

00:17:55.510 --> 00:17:56.451
I'd be like, okay.

00:17:56.531 --> 00:17:58.471
And I would last seven minutes.

00:17:58.511 --> 00:17:59.732
And I'd be like, how are you?

00:17:59.772 --> 00:18:01.913
You are the person that thrives in that

00:18:02.012 --> 00:18:02.693
environment.

00:18:02.854 --> 00:18:06.335
You are not the typical DPT in the

00:18:06.375 --> 00:18:07.295
workforce today.

00:18:07.615 --> 00:18:08.454
Wow.

00:18:08.654 --> 00:18:09.375
Really?

00:18:09.556 --> 00:18:10.715
Dave, what are you thinking?

00:18:11.888 --> 00:18:13.650
Um, I would fit right into this culture.

00:18:13.670 --> 00:18:16.391
I mean, I think you guys Oh, yeah.

00:18:16.451 --> 00:18:18.792
Yeah, I would I would fit into Yeah,

00:18:18.893 --> 00:18:21.493
like saying hello and welcoming folks in

00:18:21.673 --> 00:18:22.875
like, but a little bit of that.

00:18:23.075 --> 00:18:24.355
I mean, that goes back to like,

00:18:24.836 --> 00:18:26.876
who you're attracting with with

00:18:26.896 --> 00:18:29.397
interviewing and who you're hiring and all

00:18:29.438 --> 00:18:29.738
that.

00:18:29.857 --> 00:18:30.919
And, you know,

00:18:30.959 --> 00:18:33.059
you could get a pipeline of those folks

00:18:33.539 --> 00:18:34.941
were qualified through

00:18:35.836 --> 00:18:36.856
dbt programs,

00:18:36.896 --> 00:18:39.199
the shadowing or the the clinical

00:18:39.398 --> 00:18:40.859
rotations and all that type of stuff.

00:18:40.900 --> 00:18:42.461
So yeah,

00:18:42.681 --> 00:18:44.563
I think what you just described Tony is

00:18:44.583 --> 00:18:44.823
like,

00:18:45.903 --> 00:18:48.286
so overlooked in outpatient physical

00:18:48.306 --> 00:18:48.685
therapy,

00:18:48.806 --> 00:18:50.586
it just it doesn't matter what it doesn't

00:18:50.606 --> 00:18:51.468
matter if you're in network out of

00:18:51.488 --> 00:18:53.549
network, cash, you know, self pay,

00:18:53.569 --> 00:18:53.869
whatever.

00:18:53.910 --> 00:18:56.291
But I've seen both ends of the spectrum.

00:18:56.711 --> 00:18:58.814
And there's one that offers a warm

00:18:58.854 --> 00:19:01.516
experience for most consumers, patients,

00:19:01.536 --> 00:19:01.935
clients,

00:19:02.699 --> 00:19:05.241
And the other one can be awkward and

00:19:05.782 --> 00:19:06.844
people are not going to, I mean,

00:19:06.884 --> 00:19:08.705
people might do in network a little bit,

00:19:08.746 --> 00:19:09.066
you know,

00:19:09.106 --> 00:19:10.848
they'll be fine with in network experience

00:19:10.868 --> 00:19:11.108
there.

00:19:11.209 --> 00:19:12.349
Maybe some people,

00:19:12.931 --> 00:19:14.152
but there'll be less likely to pay out

00:19:14.172 --> 00:19:16.234
of pocket if it feels, you know,

00:19:16.275 --> 00:19:19.298
cold or awkward or yeah.

00:19:19.357 --> 00:19:21.441
So I'm still dumbfounded.

00:19:22.125 --> 00:19:22.345
Now,

00:19:22.384 --> 00:19:24.546
what I think is interesting is so we

00:19:24.586 --> 00:19:26.807
have Planet Fitness less than five minutes

00:19:26.826 --> 00:19:27.467
down the road.

00:19:28.446 --> 00:19:30.728
We have other opportunities around us,

00:19:30.768 --> 00:19:32.708
the YMCA across the street.

00:19:32.728 --> 00:19:34.909
There's an Anytime Fitness that has free

00:19:35.308 --> 00:19:37.829
silver sneakers like these individuals

00:19:37.869 --> 00:19:39.390
don't have to pay one hundred dollars a

00:19:39.471 --> 00:19:39.750
month.

00:19:40.010 --> 00:19:40.191
Right.

00:19:40.230 --> 00:19:42.310
But they've been with me for years and

00:19:42.371 --> 00:19:43.711
sometimes decades.

00:19:44.291 --> 00:19:45.452
And I ask them, I'm like,

00:19:45.752 --> 00:19:48.314
why have you chosen to continue to pay?

00:19:48.614 --> 00:19:50.134
A lot of times it's husband and wife.

00:19:50.174 --> 00:19:51.855
So they're paying two hundred a month as

00:19:51.875 --> 00:19:52.477
a couple.

00:19:53.277 --> 00:19:54.637
Why are you guys still paying?

00:19:54.657 --> 00:19:56.199
We don't have the equipment that they have

00:19:56.219 --> 00:19:56.959
across the street.

00:19:56.979 --> 00:19:58.779
We don't have the physical space that they

00:19:58.799 --> 00:19:59.721
have across the street,

00:19:59.740 --> 00:20:01.261
the amenities that they have across the

00:20:01.301 --> 00:20:01.582
street.

00:20:02.162 --> 00:20:03.403
And it's always the same thing.

00:20:03.803 --> 00:20:05.483
It's like, oh, I'm comfortable here.

00:20:05.943 --> 00:20:06.944
I know what I'm doing.

00:20:07.224 --> 00:20:09.567
You have the equipment and I have access

00:20:09.606 --> 00:20:12.107
to you so that if I have a

00:20:12.167 --> 00:20:15.289
question in passing without taking away

00:20:15.329 --> 00:20:17.351
from the existing patient who's on an

00:20:17.391 --> 00:20:19.613
insurance plan of care, I can ask,

00:20:20.073 --> 00:20:20.353
you know,

00:20:20.393 --> 00:20:21.874
and I can listen to how you talk

00:20:21.894 --> 00:20:22.354
to the other.

00:20:22.714 --> 00:20:24.476
They've told me I can listen to how

00:20:24.516 --> 00:20:26.737
you talk to the other patients and answer

00:20:26.777 --> 00:20:27.557
their questions.

00:20:28.018 --> 00:20:29.519
And they just feel like they're part of

00:20:29.558 --> 00:20:31.259
the family and they really are.

00:20:31.971 --> 00:20:33.271
And they're getting added value.

00:20:33.352 --> 00:20:34.952
If they're listening in on how you're

00:20:34.992 --> 00:20:36.492
speaking to some other patient about

00:20:36.532 --> 00:20:37.413
another condition,

00:20:37.712 --> 00:20:39.532
that's added value because if they get

00:20:39.553 --> 00:20:40.753
that condition later,

00:20:41.074 --> 00:20:43.473
if their ankle swells up or whatever the

00:20:43.513 --> 00:20:43.953
thing is,

00:20:44.513 --> 00:20:47.055
they will then have a little bit more

00:20:47.194 --> 00:20:49.275
insight as to what's going on or they're

00:20:49.295 --> 00:20:51.655
going to be looking at you again the

00:20:51.675 --> 00:20:52.836
next day and saying, hey,

00:20:52.915 --> 00:20:55.355
obviously you are my consummate

00:20:55.395 --> 00:20:55.915
professional.

00:20:55.935 --> 00:20:57.537
You are my sage.

00:20:57.557 --> 00:20:58.957
You're my main therapist.

00:20:59.116 --> 00:20:59.237
And

00:20:59.997 --> 00:21:01.357
Of course, they're going to continue.

00:21:01.818 --> 00:21:04.480
This is why the price should be raised.

00:21:04.701 --> 00:21:06.343
I think everyone in the Ohio area,

00:21:06.503 --> 00:21:08.526
if I were there, I would say,

00:21:09.105 --> 00:21:11.048
we're going to go two hundred dollars a

00:21:11.087 --> 00:21:11.868
month per person.

00:21:12.710 --> 00:21:14.191
I'm not going to ask for any fees

00:21:14.270 --> 00:21:15.132
or commissions,

00:21:15.211 --> 00:21:17.994
but I think there is significant value.

00:21:18.035 --> 00:21:19.256
And if people are not canceling,

00:21:19.296 --> 00:21:19.896
if people are not

00:21:20.563 --> 00:21:22.003
getting out of it, Tony,

00:21:22.023 --> 00:21:24.164
then I think it could be time to

00:21:24.224 --> 00:21:24.826
raise the price.

00:21:24.885 --> 00:21:26.207
Now we already passed January first.

00:21:26.227 --> 00:21:27.007
So now you got to make up some

00:21:27.047 --> 00:21:28.567
other excuse in the near future as to

00:21:28.587 --> 00:21:30.250
why you would be potentially raising the

00:21:30.269 --> 00:21:30.670
price on them.

00:21:32.250 --> 00:21:34.391
This is why a vodka soda at my

00:21:34.431 --> 00:21:36.330
house costs me two dollars and sixty

00:21:36.371 --> 00:21:36.651
cents,

00:21:36.691 --> 00:21:38.092
but one at a bar cost me nine

00:21:38.132 --> 00:21:38.511
dollars.

00:21:38.531 --> 00:21:39.311
This is cheers.

00:21:39.652 --> 00:21:40.352
There are two,

00:21:40.432 --> 00:21:41.613
I live in a very small town.

00:21:42.292 --> 00:21:44.294
Dave and I went to one coffee shop.

00:21:44.394 --> 00:21:45.894
There's another coffee shop around the

00:21:45.953 --> 00:21:47.795
corner from me that I don't go to.

00:21:48.555 --> 00:21:49.775
And you might be like, well, why?

00:21:50.154 --> 00:21:51.296
So there's a couple differences.

00:21:51.435 --> 00:21:53.336
And they go right back to where Tony

00:21:53.395 --> 00:21:53.476
is.

00:21:53.576 --> 00:21:54.936
Now I have a Dunkin Donuts eight minutes

00:21:54.977 --> 00:21:55.217
away.

00:21:55.436 --> 00:21:56.156
I'm not going there.

00:21:56.396 --> 00:21:57.538
Unless I need to drive through.

00:21:57.738 --> 00:21:58.778
And then I'm like, let's bang it out.

00:21:59.137 --> 00:22:01.558
Then there's two walk-in hometown coffee

00:22:01.578 --> 00:22:01.858
shops.

00:22:02.950 --> 00:22:04.250
tell you about the one i don't go

00:22:04.290 --> 00:22:08.134
to the counter is super high i can't

00:22:08.174 --> 00:22:09.816
see the people working and they bear and

00:22:09.855 --> 00:22:11.257
they can't see me so we barely make

00:22:11.336 --> 00:22:13.499
eye contact right and there's a wall i

00:22:13.519 --> 00:22:16.241
can't see what they're doing and it's you

00:22:16.261 --> 00:22:18.202
know it's sort of staffed by a bunch

00:22:18.303 --> 00:22:20.045
of who never talk to me they're always

00:22:20.085 --> 00:22:22.227
talking to each other i'm like all right

00:22:22.247 --> 00:22:24.828
they also make me pay before i go

00:22:24.868 --> 00:22:26.730
sit down like on my order like whatever

00:22:26.750 --> 00:22:29.153
they're gonna make my coffee right they

00:22:29.252 --> 00:22:30.594
also only take cash

00:22:32.664 --> 00:22:34.446
I paused there for like, what?

00:22:34.926 --> 00:22:35.307
Okay.

00:22:35.468 --> 00:22:37.249
I don't have any of that.

00:22:37.308 --> 00:22:37.730
Apparently,

00:22:37.750 --> 00:22:39.191
twenty-year-olds don't like cash.

00:22:39.590 --> 00:22:40.271
Have you heard that?

00:22:40.291 --> 00:22:40.952
They're afraid of it.

00:22:41.393 --> 00:22:42.314
It's not their place, though.

00:22:42.334 --> 00:22:43.234
It's someone else's.

00:22:43.595 --> 00:22:44.075
But whatever.

00:22:44.115 --> 00:22:44.756
You do you.

00:22:45.256 --> 00:22:47.959
Also, the seating is super weird.

00:22:48.138 --> 00:22:49.299
I don't know how to explain it.

00:22:49.980 --> 00:22:51.001
It does not feel warm.

00:22:51.481 --> 00:22:51.721
Right.

00:22:52.102 --> 00:22:53.623
Around the corner is the place that David

00:22:53.703 --> 00:22:54.144
I went to.

00:22:54.243 --> 00:22:55.525
And I know David, the owner.

00:22:56.045 --> 00:22:57.465
I walk in and I've been there a

00:22:57.526 --> 00:22:59.446
billion times and he's had five or six

00:22:59.487 --> 00:23:00.607
people work the front desk.

00:23:00.988 --> 00:23:02.388
All of them have the same vibe,

00:23:02.710 --> 00:23:03.670
which is like, hey, what's up?

00:23:03.789 --> 00:23:04.611
Even if they don't know me, they're like,

00:23:04.651 --> 00:23:05.431
hey, good to see you.

00:23:05.451 --> 00:23:07.011
They say hello when we walked in,

00:23:07.333 --> 00:23:08.313
which is so minor.

00:23:08.452 --> 00:23:09.673
But sometimes you have to teach that.

00:23:10.255 --> 00:23:11.635
And then after five or six times,

00:23:11.915 --> 00:23:13.196
I am nothing if not consistent.

00:23:13.237 --> 00:23:14.576
I have the same damn thing every time.

00:23:15.057 --> 00:23:16.138
I just when there's a line,

00:23:16.278 --> 00:23:17.700
I just sort of nod at David or

00:23:17.759 --> 00:23:18.839
the person at the front and they go,

00:23:18.920 --> 00:23:19.520
I'll bring it to you.

00:23:20.557 --> 00:23:22.019
And then I go open my laptop and

00:23:22.038 --> 00:23:22.439
do the thing.

00:23:22.479 --> 00:23:23.679
I don't even care how long it takes

00:23:23.719 --> 00:23:24.179
to get there.

00:23:24.619 --> 00:23:25.420
I don't want to wait in line.

00:23:25.480 --> 00:23:25.920
Do that.

00:23:26.640 --> 00:23:27.401
Take fifty people.

00:23:28.101 --> 00:23:29.101
And they got it and they bring it

00:23:29.121 --> 00:23:29.721
back and they're like,

00:23:29.821 --> 00:23:30.801
pay when you're checking out.

00:23:30.922 --> 00:23:33.522
And I'm like, that is different.

00:23:33.563 --> 00:23:36.865
And the countertops are low and there's no

00:23:36.904 --> 00:23:38.285
separation between church and state.

00:23:38.305 --> 00:23:39.625
You can see what's going on and it's

00:23:39.665 --> 00:23:40.266
very open.

00:23:40.685 --> 00:23:43.748
they take a card right like when my

00:23:43.788 --> 00:23:45.469
dad comes in they're like oh we got

00:23:45.509 --> 00:23:46.869
ginger ale in the back i'm like right

00:23:46.950 --> 00:23:48.471
he my dad doesn't do that he does

00:23:48.530 --> 00:23:50.873
ginger like why do i go there i

00:23:50.893 --> 00:23:53.173
could get ginger ale and coffee cheaper

00:23:54.454 --> 00:23:56.395
this applies to your p this is still

00:23:56.455 --> 00:23:58.336
i know you're fancy and you went and

00:23:58.356 --> 00:24:00.699
got a degree in this fancy thing but

00:24:02.351 --> 00:24:04.153
Still deliver the basic thing.

00:24:04.273 --> 00:24:05.714
You're still serving consumers, yeah.

00:24:05.756 --> 00:24:08.018
Humans with brains who pick.

00:24:08.137 --> 00:24:09.740
How long has that place been around and

00:24:09.799 --> 00:24:10.902
how long have you been going?

00:24:13.104 --> 00:24:13.605
I don't know.

00:24:13.644 --> 00:24:14.286
I'd have to look.

00:24:14.445 --> 00:24:15.928
I've been going for five since I moved

00:24:15.968 --> 00:24:16.989
back to this area.

00:24:17.009 --> 00:24:17.609
So, twenty twenty.

00:24:18.529 --> 00:24:18.670
See,

00:24:18.710 --> 00:24:21.333
I think the challenge in this is it's

00:24:21.373 --> 00:24:22.914
very easy for me to be like,

00:24:22.934 --> 00:24:24.056
this is what I do and this is

00:24:24.076 --> 00:24:24.757
how you can do it.

00:24:25.498 --> 00:24:27.079
I've been around twenty five years.

00:24:27.339 --> 00:24:29.542
I've been here since two thousand seven.

00:24:30.182 --> 00:24:31.023
You know, now,

00:24:31.265 --> 00:24:33.166
was it like that in two thousand seven

00:24:33.207 --> 00:24:35.209
when I opened this location in this town

00:24:35.229 --> 00:24:36.089
for the first time?

00:24:36.210 --> 00:24:36.390
No.

00:24:37.030 --> 00:24:39.153
There was a decade of struggling and

00:24:39.213 --> 00:24:41.236
begging and send me people and I'll do

00:24:41.296 --> 00:24:42.277
anything it takes.

00:24:42.857 --> 00:24:45.540
And then slowly we started to build that

00:24:45.601 --> 00:24:48.124
history of people coming back like Jimmy,

00:24:48.865 --> 00:24:50.867
knowing what this person wants and that

00:24:50.907 --> 00:24:52.849
person wants and knowing why this person

00:24:52.910 --> 00:24:53.750
is really here.

00:24:55.836 --> 00:24:56.136
Now,

00:24:56.176 --> 00:24:58.278
fast forward from two thousand seven to

00:24:58.500 --> 00:24:59.861
two thousand twenty six.

00:25:00.741 --> 00:25:02.462
It's super easy for me to be like,

00:25:02.502 --> 00:25:03.064
yeah, you know,

00:25:03.104 --> 00:25:04.605
twenty thirty thousand and recurring

00:25:04.644 --> 00:25:06.287
revenue annually because people are

00:25:06.307 --> 00:25:07.827
willing to pay one hundred dollars and not

00:25:07.847 --> 00:25:10.049
go down the street to pay fifteen.

00:25:10.730 --> 00:25:13.032
But we got to acknowledge like it was

00:25:13.053 --> 00:25:14.734
a lot of hustle and a lot of

00:25:14.835 --> 00:25:17.156
struggle and a lot of frustration and

00:25:17.196 --> 00:25:18.778
thinking you're on the edge of closing

00:25:18.817 --> 00:25:21.221
down to get to this point.

00:25:22.065 --> 00:25:23.065
So I don't know.

00:25:23.105 --> 00:25:24.405
I don't know how you resolve that as

00:25:24.445 --> 00:25:25.905
a new practice starting today.

00:25:26.185 --> 00:25:27.086
Simple, not easy.

00:25:27.165 --> 00:25:28.886
Like, you know, I've talked before.

00:25:28.987 --> 00:25:30.686
We'll talk inside baseball, right?

00:25:30.727 --> 00:25:34.508
Like I've had large organizations sort of

00:25:34.528 --> 00:25:35.928
talk to me over beers and be like,

00:25:35.948 --> 00:25:37.448
we have a nine person marketing staff.

00:25:37.948 --> 00:25:39.608
How come our podcast,

00:25:39.648 --> 00:25:40.548
what are we doing wrong?

00:25:40.648 --> 00:25:41.548
And I was like, okay,

00:25:42.229 --> 00:25:43.529
you have fourteen people that need to

00:25:43.549 --> 00:25:44.490
improve every episode.

00:25:45.490 --> 00:25:47.009
So I use the gas gallon of gas

00:25:47.069 --> 00:25:47.471
analogy.

00:25:47.510 --> 00:25:49.050
If I had two gallons of gas,

00:25:49.965 --> 00:25:51.467
You have to keep making compromises.

00:25:51.487 --> 00:25:52.708
That's pouring a little bit.

00:25:52.748 --> 00:25:54.248
It's just a tablespoon of water in the

00:25:54.268 --> 00:25:55.909
gas and then another tablespoon of water

00:25:55.929 --> 00:25:57.390
in the gas and another tablespoon of water

00:25:57.410 --> 00:25:57.750
in the gas.

00:25:58.151 --> 00:25:58.671
I don't.

00:25:59.730 --> 00:26:01.632
I have gas, flame, fire.

00:26:01.692 --> 00:26:03.272
By the time you pour your gas on

00:26:03.292 --> 00:26:04.834
the fire, it's a little watered down.

00:26:04.854 --> 00:26:05.994
I don't know if it's catching fire at

00:26:06.035 --> 00:26:06.154
all.

00:26:06.454 --> 00:26:07.075
It's a cop-out.

00:26:07.635 --> 00:26:07.976
Also,

00:26:08.336 --> 00:26:09.557
I do two a week every week for

00:26:09.596 --> 00:26:10.917
a decade, like Tony's saying.

00:26:11.298 --> 00:26:12.278
Do you want to be where I am?

00:26:12.397 --> 00:26:12.659
Great.

00:26:12.699 --> 00:26:13.558
Jump in your DeLorean,

00:26:13.578 --> 00:26:15.160
go back ten years and do exactly what

00:26:15.299 --> 00:26:15.599
I did.

00:26:15.660 --> 00:26:17.361
But don't because you can't do exactly

00:26:17.401 --> 00:26:18.981
what I did in your version of.

00:26:19.977 --> 00:26:21.278
So this is simple, not easy.

00:26:21.298 --> 00:26:22.138
This is building a house.

00:26:22.219 --> 00:26:23.000
Every day is a brick.

00:26:23.900 --> 00:26:24.141
One brick.

00:26:24.800 --> 00:26:25.121
And Tony,

00:26:25.161 --> 00:26:27.663
did you say twenty or thirty K per

00:26:27.723 --> 00:26:28.483
month recurring?

00:26:28.523 --> 00:26:30.205
So that means you have around two hundred

00:26:30.286 --> 00:26:30.346
or.

00:26:31.932 --> 00:26:33.992
I said annually or I should have said

00:26:34.294 --> 00:26:35.253
annually.

00:26:35.273 --> 00:26:38.636
For us, for our footprint, for our size,

00:26:40.077 --> 00:26:42.960
we were usually and even still are

00:26:43.339 --> 00:26:45.961
somewhere around twenty to thirty active

00:26:46.021 --> 00:26:47.864
members, hundred dollars a month,

00:26:49.424 --> 00:26:51.066
you know, so at a hundred.

00:26:51.145 --> 00:26:51.646
Yeah.

00:26:51.686 --> 00:26:53.607
For whatever that comes out to.

00:26:53.627 --> 00:26:53.708
Okay.

00:26:53.728 --> 00:26:53.807
Yeah.

00:26:55.666 --> 00:26:59.570
All right, change topic real quick.

00:26:59.711 --> 00:27:02.472
Are we on a slow advertisement day, Jimmy?

00:27:02.492 --> 00:27:03.594
We're not paying the bills today?

00:27:03.994 --> 00:27:04.634
No advertisers?

00:27:04.895 --> 00:27:05.455
My apologies.

00:27:05.516 --> 00:27:05.615
No,

00:27:05.655 --> 00:27:06.856
I had a good one for this one.

00:27:08.018 --> 00:27:09.640
Yeah, sorry.

00:27:09.660 --> 00:27:10.740
This is brought to you.

00:27:10.760 --> 00:27:11.480
Where's the air?

00:27:11.520 --> 00:27:11.761
There it is.

00:27:12.742 --> 00:27:14.163
Our advertising partners are going to get

00:27:14.183 --> 00:27:14.503
mad at us.

00:27:14.564 --> 00:27:14.824
Here we go.

00:27:15.365 --> 00:27:17.426
It's brought to you by Jim Fogg.

00:27:17.906 --> 00:27:21.268
Yeah, gym fog smells like eucalyptus,

00:27:21.327 --> 00:27:22.307
liability waivers,

00:27:22.827 --> 00:27:24.909
and just a hint of tiger balm.

00:27:25.068 --> 00:27:27.128
You spray this all around your clinic.

00:27:28.328 --> 00:27:29.970
It's not a gym, we swear.

00:27:30.849 --> 00:27:32.369
Aromatic mist of eucalyptus,

00:27:32.410 --> 00:27:33.671
liability waivers, and tiger balm.

00:27:33.711 --> 00:27:34.711
Transform your clinic.

00:27:34.911 --> 00:27:36.151
Mask the gym.

00:27:36.631 --> 00:27:37.531
Gym fog.

00:27:37.652 --> 00:27:40.471
Visit us online and get the diffuser for

00:27:40.531 --> 00:27:42.472
free when you buy twelve months of the

00:27:42.512 --> 00:27:46.693
tiger balm scent aromatic mist.

00:27:47.193 --> 00:27:47.614
Gym fog.

00:27:47.834 --> 00:27:49.535
I can't believe you know what tiger balm

00:27:49.634 --> 00:27:49.795
is.

00:27:49.894 --> 00:27:51.295
I thought I was the only person.

00:27:51.634 --> 00:27:53.115
Tiger balm is that stuff that's like,

00:27:53.596 --> 00:27:54.316
what's wrong with you?

00:27:54.415 --> 00:27:55.596
This, that works on it.

00:27:56.156 --> 00:27:58.137
I have this, it works on that too.

00:27:58.238 --> 00:27:59.117
Yeah, just rub it.

00:27:59.137 --> 00:28:00.759
You just got to rub it harder.

00:28:00.778 --> 00:28:01.378
Think about that.

00:28:01.398 --> 00:28:02.358
That's so great.

00:28:03.079 --> 00:28:05.019
Rubbing stuff does make it feel better.

00:28:05.079 --> 00:28:05.820
Does it fix it?

00:28:06.020 --> 00:28:06.381
Not really.

00:28:07.300 --> 00:28:08.461
But your thing is like,

00:28:08.501 --> 00:28:10.182
but you put it on and you rub

00:28:10.242 --> 00:28:10.383
it.

00:28:10.722 --> 00:28:11.644
How smart is that?

00:28:11.703 --> 00:28:13.064
Be the thing that you have to pay

00:28:13.164 --> 00:28:13.644
in between.

00:28:13.684 --> 00:28:15.165
And you're like, it does feel better.

00:28:15.385 --> 00:28:16.626
It's like, I know.

00:28:17.067 --> 00:28:19.567
I just found out that BioFreeze is

00:28:19.587 --> 00:28:21.128
available on TikTok shop.

00:28:21.609 --> 00:28:22.470
Of course it is, right?

00:28:22.670 --> 00:28:24.490
So now I need to go start getting

00:28:24.510 --> 00:28:26.172
some BioFreeze back in the clinic.

00:28:26.211 --> 00:28:27.972
We haven't used it in like twenty years

00:28:28.673 --> 00:28:29.795
and start selling it.

00:28:31.212 --> 00:28:32.915
It's crazy that Biofreeze is so big

00:28:32.935 --> 00:28:34.438
because it's basically just like menthol,

00:28:34.478 --> 00:28:34.739
right?

00:28:36.300 --> 00:28:38.585
So this would be a great breakdown for

00:28:38.724 --> 00:28:38.904
us.

00:28:39.486 --> 00:28:41.808
Bengay, Tiger Balm.

00:28:42.530 --> 00:28:44.333
There was another one that was really

00:28:44.393 --> 00:28:46.476
popular, like in the consumer landscape.

00:28:46.936 --> 00:28:50.519
What BioFreeze did differently was they

00:28:50.559 --> 00:28:53.241
were only available in physical therapy,

00:28:53.281 --> 00:28:54.742
chiropractic clinics.

00:28:54.782 --> 00:28:56.824
They weren't selling direct to consumer

00:28:56.864 --> 00:28:57.744
until recently.

00:28:58.204 --> 00:29:00.067
And now they're on TikTok, which,

00:29:00.527 --> 00:29:02.367
you know, I've never seen that before.

00:29:02.909 --> 00:29:05.049
So like that would be a great business

00:29:05.109 --> 00:29:07.491
analysis to see how they grew because

00:29:07.791 --> 00:29:10.314
everybody in the eighties and nineties was

00:29:10.433 --> 00:29:11.315
using BioFreeze.

00:29:11.953 --> 00:29:12.854
I got it, it's on the list.

00:29:12.874 --> 00:29:13.454
It's on the list.

00:29:13.515 --> 00:29:14.694
All right, we'll do that.

00:29:14.954 --> 00:29:16.955
I also have bad words in physical therapy.

00:29:17.036 --> 00:29:19.416
We're gonna do an episode on words and

00:29:19.457 --> 00:29:21.538
BioFreeze, Tegelbaum versus Ben Gay.

00:29:21.637 --> 00:29:22.678
I can already see the thumbnail.

00:29:22.758 --> 00:29:24.117
Now I'm starting to think like Tony told

00:29:24.138 --> 00:29:24.979
me to think two years ago.

00:29:24.999 --> 00:29:26.078
I was like thinking of the thumbnail,

00:29:26.098 --> 00:29:27.279
but like bang, bang, bang.

00:29:27.299 --> 00:29:29.820
All right, quick idea.

00:29:29.901 --> 00:29:31.141
I sort of pitched this to you.

00:29:31.201 --> 00:29:34.741
This is for people in the profession who

00:29:34.801 --> 00:29:35.982
have CEU courses.

00:29:37.065 --> 00:29:40.226
And I'm going to steal this strategy from

00:29:40.465 --> 00:29:41.625
myself, not myself,

00:29:41.645 --> 00:29:43.507
but the company that I used to work

00:29:43.527 --> 00:29:44.106
with in radio.

00:29:45.146 --> 00:29:47.288
So I want you to turn unused continuing

00:29:47.347 --> 00:29:47.867
education.

00:29:47.907 --> 00:29:53.869
This works with situations that are live.

00:29:54.049 --> 00:29:56.810
They can be in person or virtually live,

00:29:56.851 --> 00:29:59.070
but not, what's the word I'm looking for?

00:29:59.090 --> 00:29:59.750
Like on demand.

00:29:59.891 --> 00:30:00.711
You can't just record it.

00:30:00.751 --> 00:30:01.711
That really wouldn't make any sense.

00:30:03.083 --> 00:30:05.867
So the idea is CEU courses have perishable

00:30:06.088 --> 00:30:06.789
inventory.

00:30:07.131 --> 00:30:08.313
These are like tomatoes.

00:30:09.645 --> 00:30:11.307
If you got a course on February first,

00:30:11.946 --> 00:30:12.846
come February second,

00:30:12.866 --> 00:30:13.906
if you didn't put a button seat,

00:30:14.688 --> 00:30:15.488
you get nothing for it.

00:30:15.508 --> 00:30:16.288
It's zero dollars.

00:30:16.488 --> 00:30:18.068
You've got space for forty people.

00:30:18.348 --> 00:30:19.828
And if you only sell thirty, like, dude,

00:30:19.868 --> 00:30:20.369
you lost.

00:30:20.809 --> 00:30:21.890
I want you to start thinking like you

00:30:21.950 --> 00:30:22.609
lost ten.

00:30:22.970 --> 00:30:24.230
I know you probably hit your breakeven

00:30:24.270 --> 00:30:25.691
number, but what's the problem?

00:30:25.951 --> 00:30:28.192
How do we sell unused inventory?

00:30:28.731 --> 00:30:30.012
So here's what we did.

00:30:30.113 --> 00:30:31.432
I'll tell you what we did in radio.

00:30:31.532 --> 00:30:32.913
And then it's a I think it's a

00:30:32.973 --> 00:30:33.753
logical flip.

00:30:34.034 --> 00:30:35.574
So we did this thing called I think

00:30:35.594 --> 00:30:36.855
it was like half off Wednesdays.

00:30:37.664 --> 00:30:39.086
And this was around the time when Groupon

00:30:39.105 --> 00:30:39.346
was a thing.

00:30:39.366 --> 00:30:40.267
This is where we're like, hey,

00:30:40.287 --> 00:30:41.468
what if we took the Lily of Thunder?

00:30:42.128 --> 00:30:43.769
Tony owns a restaurant in town.

00:30:44.250 --> 00:30:47.693
He doesn't make enough money to have an

00:30:47.773 --> 00:30:49.535
advertising schedule on the radio station,

00:30:49.674 --> 00:30:50.655
but he's a community partner.

00:30:50.695 --> 00:30:52.758
He's a community restaurant and we want to

00:30:52.778 --> 00:30:52.917
help.

00:30:53.057 --> 00:30:53.478
He said, all right,

00:30:53.557 --> 00:30:55.480
let's do an exchange of value that you'll

00:30:55.500 --> 00:30:57.121
get something super high value.

00:30:57.521 --> 00:30:59.522
Our audience gets something like a steal

00:30:59.824 --> 00:31:01.125
and we get a little something, something.

00:31:02.107 --> 00:31:05.490
So Tony gives me ten one hundred dollar

00:31:05.671 --> 00:31:08.833
gift certificates from Tony's pasta place

00:31:08.853 --> 00:31:09.834
or wherever his restaurant is.

00:31:09.874 --> 00:31:10.594
Right.

00:31:10.614 --> 00:31:12.375
You gave me a thousand dollars in value.

00:31:12.476 --> 00:31:12.796
Now, you know,

00:31:12.816 --> 00:31:14.517
it didn't cost you a thousand dollars.

00:31:14.616 --> 00:31:14.836
Right.

00:31:14.896 --> 00:31:16.117
Because you're giving you there's margin

00:31:16.137 --> 00:31:16.298
there.

00:31:16.498 --> 00:31:17.719
But you gave me a thousand dollars and

00:31:17.739 --> 00:31:18.339
that has value.

00:31:19.673 --> 00:31:21.374
Jimmy then talks about this for seven

00:31:21.413 --> 00:31:21.653
days.

00:31:21.933 --> 00:31:23.253
Hey, half off Wednesday's coming,

00:31:23.354 --> 00:31:24.855
half off Wednesday at the radio station

00:31:24.875 --> 00:31:27.736
website, seven a.m., and they're only ten.

00:31:27.996 --> 00:31:28.836
Tony's is great.

00:31:28.996 --> 00:31:30.436
I went there and I had the penne

00:31:30.457 --> 00:31:31.477
vodka with chicken.

00:31:31.537 --> 00:31:32.636
Tony's also nice.

00:31:32.656 --> 00:31:34.077
He makes me do exercises in the back.

00:31:34.097 --> 00:31:34.877
I don't really understand.

00:31:34.897 --> 00:31:35.637
It's a PT clinic.

00:31:35.897 --> 00:31:36.578
It's a restaurant.

00:31:36.679 --> 00:31:37.159
No, I'm just kidding.

00:31:37.558 --> 00:31:39.279
But I'm talking about you for a week

00:31:39.960 --> 00:31:41.200
because my job is to get you to

00:31:41.240 --> 00:31:42.921
focus on the one deal that's going to

00:31:42.941 --> 00:31:44.280
happen on half off Wednesdays.

00:31:44.540 --> 00:31:45.761
So you're getting a little zhuzh.

00:31:45.942 --> 00:31:47.082
There's a link to your website.

00:31:47.102 --> 00:31:48.363
People are going, hmm,

00:31:48.403 --> 00:31:49.182
I'm going to jump on there.

00:31:49.997 --> 00:31:51.498
Come half off Wednesday at seven a.m.,

00:31:51.538 --> 00:31:53.699
my morning guy jumps on, rings the bell,

00:31:53.759 --> 00:31:54.858
woo, woo, woo.

00:31:55.019 --> 00:31:57.319
Half off Wednesdays, now online, Tony's,

00:31:57.359 --> 00:31:58.881
Tony's, Tony's, you're getting juj.

00:31:59.582 --> 00:32:00.541
My audience says,

00:32:00.622 --> 00:32:01.682
I'm gonna get a hundred dollar gift

00:32:01.702 --> 00:32:03.242
certificate for fifty dollars.

00:32:03.383 --> 00:32:04.584
That has to be the math.

00:32:04.663 --> 00:32:05.964
It needs to be big enough to be,

00:32:06.464 --> 00:32:08.385
okay, yeah, that's, it's not ten percent,

00:32:08.605 --> 00:32:09.566
it's not twenty-five percent,

00:32:09.586 --> 00:32:10.406
it's not buy one get one free,

00:32:10.467 --> 00:32:10.686
it's fifty.

00:32:11.826 --> 00:32:13.647
The radio station is only making five

00:32:13.667 --> 00:32:14.689
hundred dollars.

00:32:14.729 --> 00:32:15.088
Correct.

00:32:15.904 --> 00:32:19.125
and the audience is getting a steal,

00:32:19.246 --> 00:32:20.807
and Tony got some zhuzh for a few

00:32:20.826 --> 00:32:21.146
days.

00:32:21.586 --> 00:32:23.688
We keep all that cash.

00:32:23.867 --> 00:32:25.567
We sold those thousand dollars for five

00:32:25.587 --> 00:32:26.167
hundred bucks.

00:32:26.608 --> 00:32:26.989
Now, of course,

00:32:27.009 --> 00:32:29.410
we're doing Tony's and Dave's and Sally's

00:32:29.470 --> 00:32:29.849
restaurants.

00:32:29.890 --> 00:32:30.589
We're doing a mix.

00:32:30.869 --> 00:32:33.090
So it's supply and demand.

00:32:33.111 --> 00:32:34.951
I love it.

00:32:34.990 --> 00:32:36.372
So my thing is,

00:32:36.392 --> 00:32:37.551
I'm sitting here the other day and I

00:32:37.571 --> 00:32:39.992
was reminiscing about something and I was

00:32:40.053 --> 00:32:40.393
like, oh, dude,

00:32:40.432 --> 00:32:41.814
why am I not doing this with CEU

00:32:41.834 --> 00:32:42.193
courses?

00:32:43.047 --> 00:32:45.166
Adam Meekins is coming to Westchester,

00:32:45.207 --> 00:32:46.367
New York.

00:32:46.387 --> 00:32:47.208
This could be a fun day if you

00:32:47.228 --> 00:32:48.508
want to go crash Adam Meekins' course.

00:32:48.548 --> 00:32:50.607
He's doing a shoulder course in Yonkers in

00:32:51.648 --> 00:32:52.209
April or May.

00:32:52.328 --> 00:32:52.929
I'll get the date.

00:32:53.828 --> 00:32:55.749
Well, no, it's just all about exercise,

00:32:55.788 --> 00:32:55.910
right?

00:32:55.930 --> 00:32:57.170
Because he doesn't like manual therapy.

00:32:57.230 --> 00:32:59.150
So, like,

00:32:59.210 --> 00:33:00.829
can I just watch it on a stream?

00:33:01.391 --> 00:33:04.090
It's exercise and cursing.

00:33:04.290 --> 00:33:07.751
He just drops F-bombs while you lift up

00:33:07.791 --> 00:33:08.231
kettlebells.

00:33:10.097 --> 00:33:13.118
But Ivan is the clinic owner in Yonkers

00:33:13.138 --> 00:33:14.980
who's like essentially now a gambler.

00:33:15.039 --> 00:33:15.599
He's like, okay,

00:33:15.640 --> 00:33:16.861
I'm gonna pay Adam X amount.

00:33:17.300 --> 00:33:19.821
Adam is paid to get him to fly

00:33:19.842 --> 00:33:20.981
across the Atlantic to come.

00:33:21.261 --> 00:33:23.083
So now Ivan who's in Yonkers is like,

00:33:23.303 --> 00:33:24.682
okay, I know I've got to sell,

00:33:24.702 --> 00:33:27.703
I don't know, fifteen seats to break even.

00:33:28.984 --> 00:33:30.684
And then the sixteenth seat I make money.

00:33:30.944 --> 00:33:32.625
In my brain, if you've got thirty seats,

00:33:32.665 --> 00:33:33.286
I go, Ivan,

00:33:33.766 --> 00:33:36.207
so here's where my pitch to you guys

00:33:36.227 --> 00:33:36.326
is.

00:33:36.366 --> 00:33:37.147
Shoot some holes in it,

00:33:37.167 --> 00:33:37.928
see if this boat floats.

00:33:39.041 --> 00:33:40.603
You can't do it from the beginning of

00:33:40.643 --> 00:33:42.064
the course because then everyone's going

00:33:42.084 --> 00:33:42.324
to wait.

00:33:42.344 --> 00:33:43.845
Do you know what I mean?

00:33:43.884 --> 00:33:45.105
You can't be like, Adam's coming.

00:33:45.205 --> 00:33:46.467
And then so tickets are this,

00:33:46.487 --> 00:33:47.567
but also you can wait for these.

00:33:47.727 --> 00:33:48.387
So you got to wait.

00:33:48.807 --> 00:33:50.769
So my thing is I would launch these

00:33:51.990 --> 00:33:53.490
three weeks before, right?

00:33:53.550 --> 00:33:54.310
We're crunch time.

00:33:54.372 --> 00:33:55.672
And you know how many are left.

00:33:56.113 --> 00:33:57.232
And you don't give me all of them.

00:33:57.773 --> 00:33:59.194
If you have seven seats left,

00:33:59.734 --> 00:34:01.496
I want like three or five.

00:34:02.781 --> 00:34:04.423
And it's half off, same model.

00:34:05.144 --> 00:34:06.345
I wouldn't call it a Groupon.

00:34:06.384 --> 00:34:07.786
I wouldn't call it a discount.

00:34:08.146 --> 00:34:10.748
I would call it like secret seats,

00:34:11.728 --> 00:34:13.570
you know, scholarship seats,

00:34:14.851 --> 00:34:16.032
side door seats,

00:34:16.431 --> 00:34:18.172
something like that to make it feel like

00:34:18.193 --> 00:34:18.592
it's a speed,

00:34:18.612 --> 00:34:19.974
like you knew the code and because you

00:34:19.994 --> 00:34:21.976
knew me, you got fifty percent off.

00:34:22.056 --> 00:34:23.436
And then Ivan goes, all right,

00:34:23.476 --> 00:34:24.418
I got ten to sell.

00:34:24.538 --> 00:34:25.458
I gave you three.

00:34:25.498 --> 00:34:26.159
Those are gone.

00:34:27.588 --> 00:34:29.288
but I'm getting enough judge with the

00:34:29.329 --> 00:34:30.849
right audience to hopefully go, Oh,

00:34:30.949 --> 00:34:33.150
Adam Eakins is coming to, Oh, that's cool.

00:34:33.369 --> 00:34:34.909
So even if you sell two of the

00:34:34.989 --> 00:34:35.750
ones you wouldn't have,

00:34:35.789 --> 00:34:37.650
you didn't really lose anything.

00:34:37.831 --> 00:34:39.692
Tony will know this better than me,

00:34:39.711 --> 00:34:41.811
but my understanding is that the practice

00:34:41.871 --> 00:34:43.873
owner usually will get one or two or

00:34:43.893 --> 00:34:46.213
three free seats and the practice owner

00:34:46.594 --> 00:34:48.094
benefits by getting a,

00:34:48.494 --> 00:34:50.175
a name or a person or a company

00:34:50.235 --> 00:34:51.514
to do the kind of there.

00:34:52.190 --> 00:34:53.731
So you would actually be doing business

00:34:53.751 --> 00:34:55.070
with the person that's actually

00:34:55.130 --> 00:34:55.632
conducting,

00:34:55.652 --> 00:34:57.411
whether it's McKenzie or whoever is the

00:34:57.472 --> 00:34:57.952
company,

00:34:58.353 --> 00:35:00.514
the private practice owner gets a couple

00:35:00.534 --> 00:35:02.315
of free seats for their staff therapist

00:35:02.375 --> 00:35:03.175
and they host it.

00:35:03.695 --> 00:35:04.896
They don't pay anything.

00:35:04.916 --> 00:35:05.496
As far as I know,

00:35:05.536 --> 00:35:06.856
the practice owner typically doesn't pay

00:35:06.916 --> 00:35:07.257
anything.

00:35:07.617 --> 00:35:08.998
It's the content company that you would be

00:35:09.057 --> 00:35:10.597
speaking with that wants to fill the rest

00:35:10.617 --> 00:35:11.179
of those seats.

00:35:11.579 --> 00:35:12.858
There's a couple of models that,

00:35:12.918 --> 00:35:13.860
but a person like Adam,

00:35:13.880 --> 00:35:15.199
my guess is he's doing direct.

00:35:15.239 --> 00:35:16.420
He's just like, who wants me to come?

00:35:16.561 --> 00:35:18.541
And someone's like, okay, Adam, my,

00:35:18.621 --> 00:35:19.882
my guess is Adam's just like,

00:35:20.041 --> 00:35:20.682
I cost this.

00:35:21.601 --> 00:35:22.221
Have a great day.

00:35:23.021 --> 00:35:24.021
You sell this or you don't.

00:35:24.722 --> 00:35:25.282
That's my guess.

00:35:25.322 --> 00:35:27.161
But yes, to like a larger organization,

00:35:27.342 --> 00:35:28.001
that's correct.

00:35:28.762 --> 00:35:31.583
I would be talking to like the FMS

00:35:31.762 --> 00:35:35.103
or whatever sort of company that would be

00:35:35.123 --> 00:35:35.643
dealing with that.

00:35:35.824 --> 00:35:36.784
I think like something like Adam,

00:35:36.864 --> 00:35:38.545
Adam is the company that I'm just using.

00:35:38.605 --> 00:35:39.324
Exactly.

00:35:39.565 --> 00:35:39.905
Exactly.

00:35:39.925 --> 00:35:41.965
Yeah.

00:35:42.025 --> 00:35:43.945
Last chance continuing education.

00:35:44.829 --> 00:35:47.550
So my first concern, which you addressed,

00:35:48.170 --> 00:35:49.371
was, you know,

00:35:49.791 --> 00:35:51.592
it's going to become the Bath and Body

00:35:51.632 --> 00:35:52.411
Works effect.

00:35:52.512 --> 00:35:54.052
Everybody waits for the twenty percent

00:35:54.092 --> 00:35:54.612
discount.

00:35:54.693 --> 00:35:55.932
Everybody calls.

00:35:56.393 --> 00:35:58.054
Nobody will go unless it's a thirty

00:35:58.094 --> 00:35:59.755
percent off coupon in the mail.

00:36:00.375 --> 00:36:02.295
But what was interesting and I didn't

00:36:02.335 --> 00:36:04.215
expect you to say this was you said,

00:36:04.695 --> 00:36:06.496
OK, they give you two or three.

00:36:07.976 --> 00:36:10.219
And they still have seven more with the

00:36:10.298 --> 00:36:12.440
intent being, OK, boom,

00:36:12.460 --> 00:36:14.202
you sell those two or three quick.

00:36:14.322 --> 00:36:16.684
Everybody else after that has to pay the

00:36:16.724 --> 00:36:17.585
higher price.

00:36:17.865 --> 00:36:18.867
Right.

00:36:18.967 --> 00:36:20.248
And really what you're doing is you're

00:36:20.288 --> 00:36:22.090
just exchanging value and saying, hey,

00:36:22.150 --> 00:36:24.351
I would normally pay Jimmy a thousand

00:36:24.371 --> 00:36:25.813
bucks to promote this.

00:36:26.293 --> 00:36:26.693
Instead,

00:36:26.713 --> 00:36:28.775
I'm giving him a thousand bucks of value

00:36:29.175 --> 00:36:31.438
with these tickets and these spots.

00:36:31.478 --> 00:36:33.199
And he's going to sell those to get

00:36:33.260 --> 00:36:34.320
his thousand bucks.

00:36:34.860 --> 00:36:37.045
and i get the benefits of the ads

00:36:37.405 --> 00:36:40.230
on the other side of that yeah uh

00:36:40.329 --> 00:36:41.391
i mean i love it i think it's

00:36:41.452 --> 00:36:41.751
awesome

00:36:42.610 --> 00:36:43.492
just got to figure out how to do

00:36:43.512 --> 00:36:45.452
it like i would need to like structure

00:36:45.472 --> 00:36:47.494
the website to make the transaction right

00:36:47.514 --> 00:36:48.994
i'm sure someone smart out there would

00:36:49.034 --> 00:36:50.436
have i feel like a will boyd would

00:36:50.456 --> 00:36:51.757
be like oh i just use this app

00:36:51.777 --> 00:36:53.438
and then and i'm like i've got it

00:36:53.458 --> 00:36:54.559
yeah i don't know that but with like

00:36:54.579 --> 00:36:56.260
a will boy would be like super easy

00:36:56.400 --> 00:36:58.942
done in five minutes um we did that

00:36:59.322 --> 00:37:00.902
we did that for not just restaurants we

00:37:00.943 --> 00:37:03.425
did a lot we started aiming it because

00:37:03.465 --> 00:37:04.505
what this did in radio

00:37:05.822 --> 00:37:07.003
our sales reps were like,

00:37:07.684 --> 00:37:09.764
there's a certain revenue of business that

00:37:09.804 --> 00:37:10.485
when we go below,

00:37:10.525 --> 00:37:11.706
it doesn't make any sense for them to

00:37:11.726 --> 00:37:12.186
buy ads.

00:37:12.206 --> 00:37:14.528
Like we in good conscience can't really,

00:37:14.548 --> 00:37:15.849
it's not gonna be worth the squeeze.

00:37:16.389 --> 00:37:18.132
And so we offered this sort of like

00:37:19.012 --> 00:37:20.813
exchange of value and said, all right,

00:37:20.873 --> 00:37:21.974
now we're ending this together.

00:37:22.594 --> 00:37:23.956
We have inventory too.

00:37:24.496 --> 00:37:25.858
People like, radio doesn't have inventory.

00:37:26.197 --> 00:37:28.559
Yes, we said, twelve minutes an hour,

00:37:28.860 --> 00:37:30.382
when we only have eight minutes an hour

00:37:30.461 --> 00:37:30.922
sold,

00:37:31.302 --> 00:37:32.663
what are we doing with that other four

00:37:32.762 --> 00:37:33.103
minutes?

00:37:34.181 --> 00:37:35.043
you know what I started doing?

00:37:35.222 --> 00:37:36.563
I started running to fake commercials,

00:37:37.565 --> 00:37:38.746
fake funny commercials.

00:37:38.967 --> 00:37:39.987
I would go into a booth with my

00:37:40.027 --> 00:37:41.809
production director, Tom,

00:37:41.829 --> 00:37:43.791
who was insanely creative with sound.

00:37:44.190 --> 00:37:44.692
And I'm like,

00:37:44.731 --> 00:37:46.813
let's make some commercials about how no

00:37:46.893 --> 00:37:48.675
one listens to radio commercials.

00:37:48.715 --> 00:37:49.335
So there's no way,

00:37:49.356 --> 00:37:50.856
there's no reason that local person should

00:37:50.896 --> 00:37:51.318
advertise.

00:37:51.597 --> 00:37:51.918
So it'd be like,

00:37:52.179 --> 00:37:53.639
no one listens to commercials.

00:37:53.920 --> 00:37:54.519
except you,

00:37:54.719 --> 00:37:55.960
you're listening to this commercial.

00:37:56.081 --> 00:37:56.960
Oh my God, how'd that happen?

00:37:57.161 --> 00:37:58.201
So I guess other people listen to

00:37:58.221 --> 00:38:00.501
commercials and you should pay us to run

00:38:00.521 --> 00:38:01.001
commercials.

00:38:01.242 --> 00:38:02.302
So people come to your business.

00:38:02.342 --> 00:38:03.123
Like we do like stupid,

00:38:03.143 --> 00:38:04.963
like no one reads billboards on a

00:38:05.023 --> 00:38:06.824
billboard is like,

00:38:06.864 --> 00:38:07.923
so we'd run those things.

00:38:07.963 --> 00:38:08.364
Cause I was like,

00:38:08.443 --> 00:38:09.425
if we've got it on you,

00:38:10.438 --> 00:38:12.661
Use it for something that will generate

00:38:12.742 --> 00:38:15.445
attention or business three months from

00:38:15.505 --> 00:38:16.005
now.

00:38:16.025 --> 00:38:17.467
All right, I'll work on the names.

00:38:18.349 --> 00:38:19.431
I'll beta test this.

00:38:19.510 --> 00:38:23.496
I know Rebecca Griffith mentioned, I mean,

00:38:23.516 --> 00:38:24.097
she does this.

00:38:24.137 --> 00:38:25.197
She does PT and ED.

00:38:25.277 --> 00:38:26.320
I'll start with people like that.

00:38:28.257 --> 00:38:30.559
Should I start with people, individuals,

00:38:30.619 --> 00:38:32.661
or should I go with a big company

00:38:32.721 --> 00:38:33.081
first?

00:38:33.101 --> 00:38:35.884
I think you've got to do the individual.

00:38:35.983 --> 00:38:38.206
Yeah, because, I mean,

00:38:38.226 --> 00:38:39.786
they're going to have more flexibility.

00:38:39.806 --> 00:38:39.887
Yeah.

00:38:39.907 --> 00:38:41.829
I think you're right.

00:38:43.429 --> 00:38:45.391
Jimmy, are you still doing Gitmo?

00:38:45.492 --> 00:38:46.672
Are you getting the message out?

00:38:47.273 --> 00:38:47.534
Yeah.

00:38:48.222 --> 00:38:50.425
So this would be a spoke on that

00:38:50.485 --> 00:38:52.586
or you respectfully,

00:38:53.188 --> 00:38:57.692
are you chasing things or is this a

00:38:57.751 --> 00:38:58.572
spoke of that?

00:38:59.052 --> 00:39:01.574
I think this is a thing that we

00:39:01.635 --> 00:39:01.775
all,

00:39:02.014 --> 00:39:04.557
this could be a PT Breakfast Club feature.

00:39:05.882 --> 00:39:09.043
Because what we talk about here goes to

00:39:09.403 --> 00:39:12.025
your YouTube, yours and mine.

00:39:12.586 --> 00:39:14.447
So it could be like fun the show.

00:39:14.688 --> 00:39:16.148
So we'll do it every Thursday,

00:39:16.208 --> 00:39:17.210
half off Thursday,

00:39:18.090 --> 00:39:20.311
once a month or once a week, right?

00:39:20.351 --> 00:39:21.552
For whatever.

00:39:21.592 --> 00:39:22.873
What I wouldn't wanna do is like do

00:39:22.893 --> 00:39:23.954
it like three times.

00:39:23.994 --> 00:39:26.556
Like that takes the scarcity out of it.

00:39:26.576 --> 00:39:29.557
It's like on this day for this hour.

00:39:29.978 --> 00:39:31.260
And when they're gone, they're gone.

00:39:31.900 --> 00:39:34.141
Maybe this funds, you know, I mean,

00:39:34.260 --> 00:39:35.661
sound effects aren't cheap, guys.

00:39:35.721 --> 00:39:36.161
You know what I mean?

00:39:36.201 --> 00:39:37.561
Like sound effects, you know, like,

00:39:37.581 --> 00:39:39.461
you know, like these things are not cheap.

00:39:39.842 --> 00:39:40.681
Let's pay the bills real quick.

00:39:40.702 --> 00:39:41.342
You're still on mute.

00:39:41.362 --> 00:39:44.963
There you go.

00:39:45.003 --> 00:39:47.684
You're back.

00:39:47.704 --> 00:39:48.284
I'm just thinking, like,

00:39:48.304 --> 00:39:49.664
do we prove the concept?

00:39:49.744 --> 00:39:51.423
Even if we just broke even or gave

00:39:51.443 --> 00:39:54.125
the money to charity, whatever, you know,

00:39:54.164 --> 00:39:55.565
we could fund the Foundation for Physical

00:39:55.585 --> 00:39:56.304
Therapy Research,

00:39:56.324 --> 00:39:58.126
which I'm still on their board.

00:39:58.942 --> 00:40:01.824
Jimmy loves to give his money away to

00:40:01.945 --> 00:40:02.786
nonprofits.

00:40:03.327 --> 00:40:05.068
Well, I know.

00:40:05.369 --> 00:40:05.608
Look,

00:40:05.708 --> 00:40:07.490
I'm wearing Team Gleason's t-shirt today.

00:40:09.210 --> 00:40:10.851
Expanding on this idea, though,

00:40:10.871 --> 00:40:12.411
and I don't know that Dave would ever

00:40:12.451 --> 00:40:13.231
want to do this,

00:40:13.271 --> 00:40:16.893
but this goes back to a physical therapy

00:40:16.913 --> 00:40:18.652
clinic that has extra space,

00:40:18.793 --> 00:40:21.114
extra capacity on the schedule.

00:40:21.173 --> 00:40:23.255
Why are they not doing something like

00:40:23.295 --> 00:40:24.856
this, either internally?

00:40:25.376 --> 00:40:26.416
They have their list.

00:40:26.456 --> 00:40:28.536
They have their last-minute deals.

00:40:28.577 --> 00:40:30.478
We used to do this with massage therapy.

00:40:31.518 --> 00:40:33.318
You shoot out a list that morning.

00:40:34.280 --> 00:40:37.561
to people who can't afford a full session,

00:40:38.023 --> 00:40:40.222
but maybe they still want therapy,

00:40:40.262 --> 00:40:42.103
they wanna be on your schedule and you

00:40:42.543 --> 00:40:44.264
can deliver them those last minute

00:40:44.284 --> 00:40:45.425
appointments that are open.

00:40:47.226 --> 00:40:49.226
I could see a marketing company coming in

00:40:49.266 --> 00:40:51.487
and developing the open table kind of

00:40:51.547 --> 00:40:55.309
platform for physical therapy clinics that

00:40:55.369 --> 00:40:57.130
just don't have a good system.

00:40:57.431 --> 00:41:00.672
They don't have the infrastructure to fill

00:41:00.711 --> 00:41:02.713
those last minute open spots.

00:41:04.293 --> 00:41:06.375
Again, we used our wellness program,

00:41:06.416 --> 00:41:07.615
our non-covered maintenance,

00:41:07.657 --> 00:41:08.597
our memberships,

00:41:08.998 --> 00:41:10.699
because if I had two or three people

00:41:10.739 --> 00:41:11.360
in the clinic,

00:41:11.900 --> 00:41:14.081
I could pop them into a reactivation

00:41:14.101 --> 00:41:16.603
campaign and get them to fill an open

00:41:16.664 --> 00:41:17.143
spot.

00:41:17.625 --> 00:41:18.726
But if I don't have that,

00:41:19.286 --> 00:41:20.646
This this is what you're doing.

00:41:20.686 --> 00:41:22.789
You're identifying that capacity.

00:41:23.228 --> 00:41:24.911
You're selling it at a discount.

00:41:25.351 --> 00:41:27.773
But even the discounted rate brings value

00:41:27.813 --> 00:41:30.936
because fifty percent of the revenue is

00:41:30.996 --> 00:41:32.916
better than zero percent of the revenue.

00:41:32.996 --> 00:41:34.898
Unless I have something more valuable to

00:41:34.938 --> 00:41:35.099
do.

00:41:35.159 --> 00:41:37.141
I think Dave has more valuable things to

00:41:37.181 --> 00:41:39.121
do than book an appointment.

00:41:39.722 --> 00:41:41.864
What about what about D three from SME?

00:41:42.813 --> 00:41:44.974
products if you want to get attention for

00:41:45.016 --> 00:41:46.297
a product let's say he had a thing

00:41:46.317 --> 00:41:48.159
that's sitting on his shelf i would say

00:41:48.199 --> 00:41:51.922
to david from sme or or joseph lowe

00:41:52.304 --> 00:41:54.405
give me a give me a product that's

00:41:54.525 --> 00:41:55.027
not moving

00:41:56.393 --> 00:41:57.914
That's the thing that's rotting, right?

00:41:57.934 --> 00:41:58.956
It's been sitting on my shelf.

00:41:59.577 --> 00:41:59.936
Okay.

00:42:00.376 --> 00:42:01.958
Hey, this is a hundred dollars.

00:42:01.978 --> 00:42:03.199
You're going to get it for fifty.

00:42:03.260 --> 00:42:04.059
Let's get it moving.

00:42:04.119 --> 00:42:05.382
But now there's some attention behind

00:42:05.422 --> 00:42:05.541
that.

00:42:05.581 --> 00:42:06.521
So, yeah, you know,

00:42:06.603 --> 00:42:08.543
you gave me a hundred dollars in stretch

00:42:08.563 --> 00:42:09.784
straps or stroops.

00:42:09.864 --> 00:42:10.965
I had stroops on a live stream.

00:42:11.005 --> 00:42:12.927
I tried some live selling last week,

00:42:13.688 --> 00:42:14.768
two weeks ago.

00:42:14.789 --> 00:42:15.210
That was good.

00:42:15.309 --> 00:42:16.010
That was good, by the way.

00:42:16.030 --> 00:42:17.411
I didn't see that at all.

00:42:18.911 --> 00:42:21.313
Let's talk about it in a second.

00:42:21.353 --> 00:42:21.612
Finish.

00:42:21.733 --> 00:42:23.134
Good, Jimmy, finish what you're saying.

00:42:23.153 --> 00:42:24.695
You could do this for tangible products

00:42:24.735 --> 00:42:26.474
too, which is like, hey, I've got,

00:42:26.614 --> 00:42:27.856
you know, I've got five hyper ice,

00:42:28.175 --> 00:42:29.856
you know, massage guns.

00:42:30.077 --> 00:42:31.717
They're normally three hundred buck fifty.

00:42:31.797 --> 00:42:33.617
Got to move now, though.

00:42:33.657 --> 00:42:35.277
Just the attention alone, people going,

00:42:35.318 --> 00:42:37.599
oh, did you see this?

00:42:37.659 --> 00:42:38.880
And you can sort of track some of

00:42:38.900 --> 00:42:39.940
that online traffic.

00:42:39.980 --> 00:42:41.121
Although the funny part is you wouldn't

00:42:41.181 --> 00:42:42.101
want a lot of people to know.

00:42:43.121 --> 00:42:44.442
Because then they'd be out competing.

00:42:44.481 --> 00:42:45.981
Oh, oh, I don't know anything about this.

00:42:46.001 --> 00:42:46.563
What are you talking about?

00:42:46.603 --> 00:42:47.262
I'm going to get this thing.

00:42:49.402 --> 00:42:49.681
Yeah.

00:42:49.762 --> 00:42:50.722
Oh, so the live selling.

00:42:50.822 --> 00:42:53.402
Oh, I'm listening.

00:42:53.443 --> 00:42:54.143
He's like, D three,

00:42:54.163 --> 00:42:54.704
D three in the house.

00:42:55.003 --> 00:42:55.744
So let me, let me break,

00:42:56.063 --> 00:42:57.284
let me break this down real quick with

00:42:57.304 --> 00:42:57.885
the stroops.

00:42:57.985 --> 00:42:58.224
Right.

00:42:58.264 --> 00:43:01.846
So I'm in the car ride going home

00:43:01.885 --> 00:43:04.427
from JFK airport, back home to Brooklyn.

00:43:04.626 --> 00:43:06.827
And Jimmy's got a live video playing and

00:43:06.867 --> 00:43:07.688
it was different.

00:43:07.708 --> 00:43:08.228
It was unique.

00:43:08.268 --> 00:43:08.429
Right.

00:43:08.449 --> 00:43:09.088
So I click into it.

00:43:10.054 --> 00:43:10.873
And Jimmy knows this.

00:43:11.215 --> 00:43:12.375
He's not so he's not gonna get offended.

00:43:12.755 --> 00:43:13.896
The audio was horrible.

00:43:14.536 --> 00:43:16.516
The guy obviously didn't have like proper

00:43:16.577 --> 00:43:17.257
mics or whatever.

00:43:17.277 --> 00:43:18.778
But they're in like a like a almost

00:43:18.798 --> 00:43:21.400
like a crossfitty type of fitness forward

00:43:21.440 --> 00:43:22.139
gym, whatever.

00:43:22.219 --> 00:43:24.461
And and I see these like, orange bands.

00:43:25.021 --> 00:43:26.762
There's no title on the video.

00:43:26.862 --> 00:43:28.284
I have no idea where he is.

00:43:28.403 --> 00:43:29.764
I have no idea who this guy is.

00:43:29.804 --> 00:43:31.344
There was a woman and a guy.

00:43:32.226 --> 00:43:32.905
But here's the thing.

00:43:33.731 --> 00:43:35.952
I texted Jimmy or no, I commented.

00:43:36.012 --> 00:43:36.992
Did I comment and say,

00:43:37.152 --> 00:43:37.733
what did I comment?

00:43:37.793 --> 00:43:38.614
I said, who is this?

00:43:38.653 --> 00:43:39.333
Where is this?

00:43:39.454 --> 00:43:40.875
What am I watching?

00:43:41.454 --> 00:43:42.976
But I couldn't,

00:43:43.695 --> 00:43:44.916
I didn't swipe out of the video.

00:43:45.317 --> 00:43:49.018
So it was so raw and so different

00:43:49.057 --> 00:43:50.599
or unique or genuine or whatever.

00:43:51.652 --> 00:43:53.213
I wanted to give Jimmy feedback on it

00:43:53.293 --> 00:43:53.514
now,

00:43:53.554 --> 00:43:55.054
but I think you kind of understood it

00:43:55.074 --> 00:43:56.155
then, which is basically like,

00:43:56.514 --> 00:43:57.835
even though the audio was horrible and I

00:43:57.856 --> 00:43:59.396
had no idea what state this was and

00:43:59.436 --> 00:44:00.737
where we are, who this guy is,

00:44:00.777 --> 00:44:01.697
what are we talking about?

00:44:02.478 --> 00:44:03.978
I was watching, I was engaged,

00:44:04.239 --> 00:44:06.880
and more of that will probably also be

00:44:06.920 --> 00:44:07.320
engaging.

00:44:08.420 --> 00:44:10.581
I, on purpose, prepared very little.

00:44:11.282 --> 00:44:13.423
And I told Sean...

00:44:14.490 --> 00:44:14.971
Very little.

00:44:15.291 --> 00:44:17.032
I was like, give me one product.

00:44:17.112 --> 00:44:18.253
And the product we were talking about was

00:44:18.273 --> 00:44:18.813
the rack.

00:44:19.193 --> 00:44:20.795
And I said, we're not selling this.

00:44:21.416 --> 00:44:24.297
We are explaining who shouldn't buy it,

00:44:24.777 --> 00:44:26.059
what's wrong if you do.

00:44:26.119 --> 00:44:27.920
But it was the anti-sell sell.

00:44:29.065 --> 00:44:29.985
And I, on purpose,

00:44:30.166 --> 00:44:33.608
did not make any flashy intros or anything

00:44:33.628 --> 00:44:34.289
on the screen.

00:44:34.849 --> 00:44:36.411
All I did was bring a notebook and

00:44:36.471 --> 00:44:38.833
said, what would I improve?

00:44:38.893 --> 00:44:39.833
What would I take away or where I

00:44:39.853 --> 00:44:40.215
would add?

00:44:40.375 --> 00:44:42.376
And right off the bat, sound.

00:44:42.976 --> 00:44:43.898
So he already bought mics.

00:44:43.978 --> 00:44:45.539
He already bought the same Rode mic.

00:44:45.599 --> 00:44:47.139
I was like, buy this.

00:44:47.201 --> 00:44:48.862
Sounds gone for eighty nine dollars.

00:44:49.643 --> 00:44:50.143
And then I said,

00:44:50.182 --> 00:44:53.246
we need a camera or a laptop camera

00:44:54.045 --> 00:44:54.527
fixed.

00:44:55.762 --> 00:44:57.063
like a wide shot.

00:44:57.264 --> 00:44:59.166
And then we need someone else besides you.

00:44:59.246 --> 00:44:59.827
And he had another,

00:44:59.847 --> 00:45:02.331
he had a fitness instructor as like our,

00:45:02.371 --> 00:45:03.632
you know, hey, QVC.

00:45:03.932 --> 00:45:04.092
I'm like,

00:45:04.112 --> 00:45:05.695
you need a third person who's just camera.

00:45:05.835 --> 00:45:07.396
You can't both be worrying about that.

00:45:07.797 --> 00:45:08.418
And then, yeah,

00:45:08.458 --> 00:45:10.061
like we have on the screen right now,

00:45:11.717 --> 00:45:13.300
The breakfast club, this thing up here,

00:45:13.480 --> 00:45:14.762
the business of healthcare served over

00:45:14.782 --> 00:45:18.387
breakfast, that in his orange, what it is,

00:45:18.648 --> 00:45:19.688
super quick frame.

00:45:19.728 --> 00:45:20.971
So someone like Dave goes, hey,

00:45:21.030 --> 00:45:23.094
what is like, hmm, this is weird.

00:45:23.134 --> 00:45:23.755
Why do I like this?

00:45:23.775 --> 00:45:24.755
But now I want to take one step

00:45:24.775 --> 00:45:25.077
closer.

00:45:25.157 --> 00:45:25.898
What is this?

00:45:26.697 --> 00:45:28.157
Um, so that would solve that.

00:45:28.918 --> 00:45:30.298
But if I had thought about it,

00:45:30.579 --> 00:45:31.840
I didn't want to solve the problem.

00:45:31.920 --> 00:45:32.500
I wanted to,

00:45:32.619 --> 00:45:34.019
I wanted to live solve the problem.

00:45:34.099 --> 00:45:35.181
Cause I was like, Sean, an hour,

00:45:35.380 --> 00:45:36.360
even if we get nothing,

00:45:36.400 --> 00:45:38.121
we've learned five things and we learned

00:45:38.181 --> 00:45:38.862
more than five things.

00:45:39.242 --> 00:45:41.063
Uh, then at the end,

00:45:41.222 --> 00:45:42.443
here's why I know it was successful.

00:45:43.324 --> 00:45:44.063
An hour later,

00:45:44.123 --> 00:45:46.425
he sent me like six different texts.

00:45:46.445 --> 00:45:47.485
Could we do this?

00:45:48.164 --> 00:45:49.846
Could we do, I was like, now you're,

00:45:50.146 --> 00:45:51.266
I've got the ball rolling.

00:45:51.706 --> 00:45:55.608
So he makes, and he ideates designs.

00:45:56.646 --> 00:45:58.527
makes all that stuff in his,

00:45:58.708 --> 00:46:00.469
he has a fantasy factory in Utah.

00:46:00.809 --> 00:46:02.230
He has a mechanical background,

00:46:02.269 --> 00:46:03.530
mechanical design, engineering,

00:46:03.550 --> 00:46:04.112
I don't even know.

00:46:04.472 --> 00:46:05.492
He's like, he's a mad scientist,

00:46:05.873 --> 00:46:07.273
but he decided to put his mad science

00:46:07.333 --> 00:46:07.673
towards

00:46:08.795 --> 00:46:09.434
exercise stuff.

00:46:09.534 --> 00:46:10.516
And he was also an athlete.

00:46:11.175 --> 00:46:12.175
And now he's been doing this for twenty

00:46:12.195 --> 00:46:12.376
years.

00:46:12.715 --> 00:46:13.635
He just designs all this stuff.

00:46:13.697 --> 00:46:16.137
He sees what's in like dicks or whatever.

00:46:16.177 --> 00:46:17.398
And he goes, yeah, I could do better.

00:46:17.577 --> 00:46:18.478
And then he just hit it.

00:46:18.657 --> 00:46:19.577
But then he goes, does it?

00:46:19.938 --> 00:46:21.478
That's the difference between Sean and us.

00:46:21.498 --> 00:46:22.619
It was like, oh, they should do this.

00:46:22.639 --> 00:46:23.079
And he's like, OK.

00:46:23.179 --> 00:46:25.019
And then he takes out the welding helmet

00:46:25.079 --> 00:46:26.380
and doing whatever.

00:46:27.181 --> 00:46:28.420
So live selling.

00:46:28.601 --> 00:46:29.880
I saw another stat made me think of

00:46:29.900 --> 00:46:30.322
you guys.

00:46:30.382 --> 00:46:32.581
It was how many trillions of dollars it's

00:46:32.601 --> 00:46:33.722
going to be worth in the next two

00:46:33.742 --> 00:46:34.302
to three years.

00:46:34.322 --> 00:46:35.623
It's a lot.

00:46:35.643 --> 00:46:37.304
My cousin's a corrections officer,

00:46:37.483 --> 00:46:38.264
dad of three.

00:46:39.858 --> 00:46:40.398
And my other,

00:46:40.458 --> 00:46:41.981
his sister came over the other day and

00:46:42.021 --> 00:46:42.302
I'm like,

00:46:42.442 --> 00:46:44.545
she's walking around with a phone and it

00:46:44.606 --> 00:46:45.628
sounds like a live stream.

00:46:45.648 --> 00:46:46.309
I go, what is that?

00:46:46.349 --> 00:46:47.291
She goes, oh, it's my brother.

00:46:47.711 --> 00:46:48.251
What's he doing?

00:46:48.612 --> 00:46:48.934
Selling

00:46:49.894 --> 00:46:51.856
baseball and football cards on whatnot.

00:46:51.936 --> 00:46:52.815
And I'm like, you're kidding me.

00:46:52.835 --> 00:46:53.795
We're just talking about this.

00:46:54.076 --> 00:46:54.456
She goes, no,

00:46:54.476 --> 00:46:55.436
he makes a couple hundred bucks a month

00:46:55.456 --> 00:46:56.356
doing whatever, like an hour.

00:46:56.677 --> 00:46:57.577
And it's a cool,

00:46:57.617 --> 00:46:58.697
and the kids love it.

00:46:58.717 --> 00:46:59.478
The kids are helping him.

00:46:59.498 --> 00:47:00.679
The kids are like, oh, this one next.

00:47:01.199 --> 00:47:03.039
The whole live stream is just like a

00:47:03.179 --> 00:47:05.260
stand that he puts the cards on and

00:47:05.280 --> 00:47:06.641
then talks about it for ten minutes until

00:47:06.661 --> 00:47:07.460
the bid runs out.

00:47:07.940 --> 00:47:08.722
And then, cha-ching, it's sold.

00:47:08.742 --> 00:47:09.661
And he goes, all right, next card.

00:47:10.041 --> 00:47:11.902
Oh, this is the Derek Jeter, you know,

00:47:12.422 --> 00:47:13.143
ninety-six card.

00:47:13.202 --> 00:47:14.844
Cha-ching, sold.

00:47:14.903 --> 00:47:15.443
I'm like, wow.

00:47:16.083 --> 00:47:17.864
so this is definitely a thing how we

00:47:17.985 --> 00:47:21.106
use it i don't know yet but i

00:47:21.146 --> 00:47:23.188
did get on that i was on that

00:47:23.228 --> 00:47:25.588
live stream i think i was on facebook

00:47:25.608 --> 00:47:27.849
yeah i was listening to you guys i

00:47:27.929 --> 00:47:30.771
saw the the girl demonstrating a couple

00:47:30.791 --> 00:47:33.032
things uh but i was in the middle

00:47:33.052 --> 00:47:35.313
of patience and couldn't really like

00:47:35.454 --> 00:47:37.355
unders i had no idea what you guys

00:47:37.375 --> 00:47:38.876
were trying to do but now i get

00:47:38.896 --> 00:47:41.157
it yep and we'll reframe that that

00:47:42.715 --> 00:47:44.394
I think somebody had originally suggested,

00:47:44.454 --> 00:47:46.096
well, just record it, just do it live,

00:47:46.115 --> 00:47:46.695
but don't share it.

00:47:46.715 --> 00:47:47.416
I was like, no,

00:47:47.556 --> 00:47:50.836
it needs to have real adrenaline.

00:47:51.396 --> 00:47:52.916
That'll burn the memory into your brain.

00:47:52.936 --> 00:47:55.416
If it's safe, it doesn't work.

00:47:55.516 --> 00:47:57.097
I don't know why someone who knows brains

00:47:57.137 --> 00:47:59.597
better than me would know why real is

00:47:59.637 --> 00:48:02.298
how you learn and fake is for some

00:48:02.318 --> 00:48:03.179
reason not how we learn.

00:48:04.559 --> 00:48:05.278
Oh, all right.

00:48:05.298 --> 00:48:07.420
So we got fifteen, twelve minutes left.

00:48:08.079 --> 00:48:08.800
This is a quick one.

00:48:09.750 --> 00:48:10.829
I call it the value trap.

00:48:11.210 --> 00:48:13.010
I put up a trick question on LinkedIn,

00:48:14.130 --> 00:48:14.931
and I think I said it to you

00:48:14.951 --> 00:48:16.351
guys, which is like, which is heavier,

00:48:16.371 --> 00:48:17.572
a pound of feathers or a pound of

00:48:17.612 --> 00:48:17.931
nails?

00:48:18.012 --> 00:48:20.532
I asked, which is more valuable to a,

00:48:20.612 --> 00:48:21.811
and I was specific, which is,

00:48:21.911 --> 00:48:24.072
which has more value to a patient,

00:48:24.713 --> 00:48:27.112
a sixty minute session or a thirty minute

00:48:27.153 --> 00:48:27.494
session?

00:48:27.974 --> 00:48:30.773
And seventy plus percent of my audience

00:48:30.994 --> 00:48:31.693
that answered,

00:48:31.793 --> 00:48:33.454
which are mostly physical therapists or

00:48:33.494 --> 00:48:34.514
people in health care, said,

00:48:34.715 --> 00:48:37.416
which one do you think they guessed?

00:48:37.456 --> 00:48:38.215
Sixty or thirty, I guess.

00:48:38.315 --> 00:48:38.615
Yeah.

00:48:41.666 --> 00:48:42.347
to the patient.

00:48:42.367 --> 00:48:43.528
And I was like,

00:48:43.728 --> 00:48:44.990
did you answer for the patient or cause

00:48:45.010 --> 00:48:46.273
you could build more units in the sixties

00:48:46.293 --> 00:48:47.094
than you can in your thirties?

00:48:47.373 --> 00:48:49.817
Nah, I see where your bias is.

00:48:49.836 --> 00:48:53.081
Cause I would say if I changed PT

00:48:53.121 --> 00:48:54.382
session to oil change,

00:48:55.643 --> 00:48:56.664
which would you rather get?

00:48:57.485 --> 00:48:59.307
I'd rather sit there for an hour and

00:48:59.327 --> 00:48:59.789
get my oil changed.

00:49:01.721 --> 00:49:03.083
When the answer is clearly,

00:49:04.324 --> 00:49:06.005
is it the same level of service?

00:49:06.286 --> 00:49:07.407
And if the answer is yes,

00:49:07.989 --> 00:49:09.911
then the answer is thirty minutes and not

00:49:09.951 --> 00:49:10.552
sixty minutes.

00:49:10.572 --> 00:49:12.815
So everybody's bias was on full display.

00:49:15.195 --> 00:49:17.239
It's a great question that you knew would

00:49:17.278 --> 00:49:18.199
get engagement,

00:49:18.239 --> 00:49:20.302
and people just can't help themselves.

00:49:21.063 --> 00:49:23.306
I actually don't think I saw it,

00:49:23.706 --> 00:49:24.726
and I didn't answer it.

00:49:25.188 --> 00:49:29.833
But I have some – I smell you

00:49:29.853 --> 00:49:31.175
being a shark in the water as a

00:49:31.195 --> 00:49:31.375
trap.

00:49:31.394 --> 00:49:32.096
I don't like this.

00:49:34.068 --> 00:49:35.708
Well, because there's not enough for me,

00:49:35.748 --> 00:49:36.768
there's not enough context, right?

00:49:36.789 --> 00:49:38.110
So you could have you could have an

00:49:38.230 --> 00:49:41.451
hour physical therapy visit at a place

00:49:41.471 --> 00:49:42.871
where the therapist is treating five

00:49:42.891 --> 00:49:44.512
patients at the same time, right?

00:49:44.532 --> 00:49:45.032
But like,

00:49:45.192 --> 00:49:46.972
then their heads spinning and their or the

00:49:47.032 --> 00:49:47.793
in the aid,

00:49:48.132 --> 00:49:50.893
or the tech is doing exercise with the

00:49:50.934 --> 00:49:51.554
patient, whatever.

00:49:52.474 --> 00:49:54.114
Or you could have a catch practice that's

00:49:54.215 --> 00:49:55.635
one on one for thirty minutes.

00:49:56.331 --> 00:49:57.632
So that's why they're there.

00:49:58.213 --> 00:49:59.833
It depends on how many other patients are

00:49:59.853 --> 00:50:02.237
being treated at the same time and all

00:50:02.396 --> 00:50:02.556
that.

00:50:02.996 --> 00:50:03.818
Do you want to hang out with your

00:50:03.838 --> 00:50:06.320
accountant for two hours or fifteen

00:50:06.340 --> 00:50:06.661
minutes?

00:50:08.362 --> 00:50:09.523
Would you like to be in a dentist

00:50:09.543 --> 00:50:10.364
chair for an hour?

00:50:10.764 --> 00:50:12.266
If the outcome was the same,

00:50:12.907 --> 00:50:14.047
you want to be in the dentist chair

00:50:14.088 --> 00:50:15.268
for seven minutes.

00:50:15.809 --> 00:50:17.130
You do the same thing in seven minutes.

00:50:17.150 --> 00:50:17.971
Seven minute abs.

00:50:18.996 --> 00:50:20.597
Seven minute abs, not eight minute abs,

00:50:20.637 --> 00:50:22.259
seven minute abs is more valuable.

00:50:23.179 --> 00:50:24.601
So how do we change?

00:50:24.981 --> 00:50:26.422
So my task to you in the next

00:50:26.443 --> 00:50:26.963
eleven minutes,

00:50:27.003 --> 00:50:28.425
explain to me how we change an entire

00:50:28.465 --> 00:50:31.047
profession's culture to think in outcomes

00:50:31.166 --> 00:50:31.708
and not time.

00:50:32.985 --> 00:50:33.724
I'm seeing it.

00:50:33.744 --> 00:50:34.865
I'm seeing it right now.

00:50:34.965 --> 00:50:36.666
I shared a comment the other day,

00:50:37.306 --> 00:50:37.865
somebody,

00:50:38.065 --> 00:50:40.367
I don't remember who exactly talked about

00:50:40.427 --> 00:50:41.567
shorter sessions.

00:50:41.726 --> 00:50:43.907
Is there, you know, clinical evidence?

00:50:43.967 --> 00:50:45.068
Is this what's best?

00:50:45.608 --> 00:50:48.188
Put, put reimbursement on the table.

00:50:48.989 --> 00:50:52.829
I have seen more like pro shorter sessions

00:50:53.351 --> 00:50:55.190
in the last three months than I've seen

00:50:55.251 --> 00:50:55.710
in the last

00:50:59.673 --> 00:51:00.775
It goes back to,

00:51:01.016 --> 00:51:02.797
are you a therapist who needs to do

00:51:02.818 --> 00:51:04.920
things to your person, your patient,

00:51:05.561 --> 00:51:07.304
or are you more on the,

00:51:07.744 --> 00:51:09.748
let me empower you, let me educate you,

00:51:09.807 --> 00:51:10.949
let me show you what to do and

00:51:10.989 --> 00:51:11.590
let you do it?

00:51:12.172 --> 00:51:13.273
Yeah.

00:51:14.204 --> 00:51:14.583
Yeah.

00:51:14.724 --> 00:51:16.925
If the analogy I used was if you

00:51:16.965 --> 00:51:19.586
had an oven that everything had to cook

00:51:19.606 --> 00:51:20.427
for sixty minutes,

00:51:20.467 --> 00:51:21.807
doesn't matter what you put in it.

00:51:22.248 --> 00:51:24.389
You put a cake, you put a cupcake,

00:51:24.409 --> 00:51:25.789
you put a piece of fish.

00:51:26.269 --> 00:51:28.130
Everything has to cook for sixty minutes

00:51:28.150 --> 00:51:30.010
like it is going to change what you

00:51:30.030 --> 00:51:30.871
put in that oven.

00:51:31.311 --> 00:51:32.693
But then we have microwaves.

00:51:32.753 --> 00:51:36.353
So I think what Dave delivers is very

00:51:36.373 --> 00:51:37.574
different than what I deliver.

00:51:37.594 --> 00:51:37.695
Yeah.

00:51:38.175 --> 00:51:40.016
Dave is delivering the experience.

00:51:40.056 --> 00:51:41.277
He's delivering the time.

00:51:41.336 --> 00:51:43.838
He's delivering, you know, something.

00:51:44.818 --> 00:51:47.420
I am delivering the information.

00:51:47.740 --> 00:51:49.382
The quicker you give me the information

00:51:49.422 --> 00:51:50.342
that has the solution,

00:51:50.362 --> 00:51:51.543
the quicker I can get out of here.

00:51:52.184 --> 00:51:53.143
Paul chimes in.

00:51:53.184 --> 00:51:54.304
He's already writing next week's

00:51:54.344 --> 00:51:54.844
commercial.

00:51:55.585 --> 00:51:57.047
And if you're not happy with seven minute

00:51:57.146 --> 00:51:57.347
ads,

00:51:57.367 --> 00:51:59.128
we'll send you the eighth minute for free.

00:52:01.706 --> 00:52:03.748
Tony, off of what you just said before,

00:52:05.409 --> 00:52:07.690
Tony's liking this more than Paul's

00:52:07.710 --> 00:52:07.969
comment.

00:52:07.989 --> 00:52:09.329
Thank you, Paul, for commenting live.

00:52:10.150 --> 00:52:10.389
Tony,

00:52:11.210 --> 00:52:14.652
we are selling the result based off of

00:52:14.692 --> 00:52:16.932
whatever our clients say is important to

00:52:16.952 --> 00:52:18.072
them, like whatever their goal is,

00:52:18.092 --> 00:52:19.713
like to get back to walking again,

00:52:19.733 --> 00:52:21.173
get back to walking in Central Park,

00:52:21.193 --> 00:52:22.153
get back to running,

00:52:22.193 --> 00:52:24.675
get back to whatever the thing they want

00:52:24.695 --> 00:52:25.195
to get back to.

00:52:25.235 --> 00:52:26.275
That's what we're selling.

00:52:27.039 --> 00:52:28.501
Cause you're saying, you're saying my,

00:52:28.880 --> 00:52:29.722
what I deliver is different.

00:52:29.742 --> 00:52:31.242
What you deliver is different from you and

00:52:31.362 --> 00:52:32.603
I, that's what we sell.

00:52:32.623 --> 00:52:33.405
What do you sell?

00:52:33.485 --> 00:52:35.065
Like, have we, have you communicated that?

00:52:35.987 --> 00:52:37.827
Is it like the fun environment?

00:52:37.887 --> 00:52:38.829
Is it the low cost?

00:52:38.889 --> 00:52:40.150
Is it like, what, how do you,

00:52:40.610 --> 00:52:41.690
how do you pitch what you sell?

00:52:41.710 --> 00:52:43.251
Cause what we sell is like, Hey,

00:52:43.271 --> 00:52:44.293
this is your North star.

00:52:44.472 --> 00:52:45.213
We're going to be your guy.

00:52:45.233 --> 00:52:45.914
We're going to hold your hand.

00:52:45.934 --> 00:52:46.695
We're going to get you there.

00:52:46.914 --> 00:52:48.076
And it's going to be this many weeks

00:52:48.115 --> 00:52:49.237
or this many visits or whatever.

00:52:50.355 --> 00:52:51.536
Okay, before I answer you,

00:52:51.597 --> 00:52:54.219
let me ask you,

00:52:54.438 --> 00:52:56.161
if you're selling the outcome,

00:52:56.320 --> 00:52:57.601
which I totally understand,

00:52:58.603 --> 00:53:01.425
are you doing like some sessions that are

00:53:01.806 --> 00:53:03.146
twelve minutes, fifteen minutes?

00:53:04.981 --> 00:53:06.463
Not that short, but.

00:53:06.822 --> 00:53:07.503
OK,

00:53:07.543 --> 00:53:10.666
so when I look at my clinic and

00:53:10.706 --> 00:53:11.987
I look at the individual in front of

00:53:12.007 --> 00:53:13.570
me, I'm doing the evaluation.

00:53:13.610 --> 00:53:15.452
I'm trying to assess why is this person

00:53:15.472 --> 00:53:15.692
here?

00:53:16.452 --> 00:53:18.514
We have people and I'll use cases,

00:53:18.715 --> 00:53:19.376
real cases.

00:53:19.817 --> 00:53:20.637
Person comes in.

00:53:20.697 --> 00:53:22.478
I've got two or three people on caseload

00:53:22.498 --> 00:53:22.840
right now.

00:53:23.952 --> 00:53:25.534
They need to do six physical therapy

00:53:25.574 --> 00:53:25.873
visits.

00:53:25.893 --> 00:53:28.695
We've had this conversation to qualify for

00:53:28.735 --> 00:53:29.454
an MRI,

00:53:29.494 --> 00:53:31.436
which they need to qualify for surgery.

00:53:31.876 --> 00:53:33.737
It doesn't matter if that person's with me

00:53:33.777 --> 00:53:35.978
for ten minutes or sixty minutes.

00:53:36.878 --> 00:53:37.958
Those people,

00:53:38.039 --> 00:53:41.161
the outcome they are seeking is the MRI

00:53:41.221 --> 00:53:42.081
for the surgery.

00:53:43.364 --> 00:53:44.507
Layer on top of that,

00:53:45.086 --> 00:53:46.648
if they have United Healthcare,

00:53:46.668 --> 00:53:48.751
which has a capitated day rate,

00:53:48.791 --> 00:53:50.193
they pay me the same for a single

00:53:50.293 --> 00:53:51.215
unit or four units,

00:53:51.275 --> 00:53:52.195
it doesn't make a difference,

00:53:52.757 --> 00:53:55.119
I'm probably gonna spend ten dedicated

00:53:55.179 --> 00:53:56.641
minutes with that individual.

00:53:56.661 --> 00:53:58.523
They might spend more time in the clinic,

00:53:59.045 --> 00:54:01.485
but the idea is I understand why they're

00:54:01.505 --> 00:54:01.806
here.

00:54:01.847 --> 00:54:04.427
The outcome is the MRI and the surgery.

00:54:04.867 --> 00:54:06.909
It's not to try and get better utilizing

00:54:06.949 --> 00:54:07.690
physical therapy.

00:54:08.230 --> 00:54:09.751
I will give them the best ten minutes

00:54:09.811 --> 00:54:10.610
I can give them,

00:54:11.130 --> 00:54:13.193
but ten minutes satisfies the goal,

00:54:13.293 --> 00:54:15.454
and many times they are happy to leave

00:54:15.494 --> 00:54:17.074
at the end of ten to fifteen minutes.

00:54:17.635 --> 00:54:18.675
So in that case,

00:54:19.275 --> 00:54:20.396
I'm giving them what they want.

00:54:21.317 --> 00:54:23.838
Somebody else who has no socialization,

00:54:23.898 --> 00:54:25.018
we have another patient,

00:54:26.003 --> 00:54:27.264
The spouse passed away.

00:54:27.885 --> 00:54:30.369
The second pet passed away.

00:54:30.528 --> 00:54:32.670
They're left with themselves and one pet.

00:54:33.110 --> 00:54:34.893
They went and watched the Pittsburgh game

00:54:35.032 --> 00:54:36.994
at the twenty four hour anytime fitness

00:54:37.014 --> 00:54:38.556
across the street because they don't get

00:54:38.597 --> 00:54:40.057
that cable channel at home.

00:54:40.878 --> 00:54:43.041
That person is coming for socialization.

00:54:43.581 --> 00:54:45.344
They're staying forty minutes an hour.

00:54:45.724 --> 00:54:47.106
They're paying the hundred dollars a

00:54:47.166 --> 00:54:47.445
month.

00:54:47.465 --> 00:54:48.766
They're you know, they're like.

00:54:49.668 --> 00:54:52.469
So I would say I'm giving the outcome.

00:54:52.548 --> 00:54:54.289
I'm selling the outcome just like you.

00:54:54.889 --> 00:54:57.050
It's just I'm recognizing the way to

00:54:57.090 --> 00:54:58.630
deliver the outcome in different ways.

00:54:59.130 --> 00:54:59.670
Yeah.

00:54:59.690 --> 00:55:00.751
Paul saying sell the journey,

00:55:00.791 --> 00:55:01.492
not the destination.

00:55:01.532 --> 00:55:03.313
It works for Tony's practice and Dave's

00:55:03.353 --> 00:55:03.592
practice.

00:55:03.652 --> 00:55:05.152
I will say before I let Dave go,

00:55:05.172 --> 00:55:07.233
this is there is a caveat to right,

00:55:07.594 --> 00:55:10.275
which is neuro PT.

00:55:10.315 --> 00:55:11.976
Like I'm understanding there where

00:55:12.056 --> 00:55:13.036
repetition might be better.

00:55:13.076 --> 00:55:14.056
So that's different.

00:55:14.416 --> 00:55:15.036
Don't come at me.

00:55:15.077 --> 00:55:15.637
Neuro PTs.

00:55:15.697 --> 00:55:16.097
I love you.

00:55:18.157 --> 00:55:21.802
i i'm pretty sure that i disagree with

00:55:21.842 --> 00:55:24.186
what paul just said okay i i don't

00:55:24.226 --> 00:55:25.389
i don't want to sell the journey i

00:55:25.449 --> 00:55:26.811
am so i just said i am selling

00:55:26.831 --> 00:55:28.974
the destination i am selling the thing

00:55:28.994 --> 00:55:29.996
that they said

00:55:30.925 --> 00:55:31.706
The client said,

00:55:32.106 --> 00:55:33.746
this is really important for me to get

00:55:33.786 --> 00:55:37.068
back to, which is getting back to museums,

00:55:37.228 --> 00:55:39.750
theater, traveling, golf,

00:55:39.909 --> 00:55:40.811
whatever the thing is.

00:55:41.070 --> 00:55:41.871
The journey,

00:55:42.231 --> 00:55:44.233
it needs to be pleasant and fun and

00:55:44.273 --> 00:55:44.672
all that.

00:55:44.972 --> 00:55:47.614
But the journey in our, what we do,

00:55:48.195 --> 00:55:49.076
The journey is work.

00:55:49.356 --> 00:55:49.815
It's effort.

00:55:49.856 --> 00:55:50.817
It's showing up for visits.

00:55:51.157 --> 00:55:52.396
It's doing some of your home exercise

00:55:52.416 --> 00:55:52.818
program.

00:55:53.097 --> 00:55:53.958
That's effort.

00:55:54.338 --> 00:55:56.378
And if I sell the effort, it's like,

00:55:56.460 --> 00:55:57.659
oh, that's like a lot of work.

00:55:57.679 --> 00:55:58.521
And I'm not sure if that's going to

00:55:58.541 --> 00:56:00.242
be worth three hundred fifty dollars out

00:56:00.282 --> 00:56:02.722
of pocket per visit or maybe even going

00:56:02.742 --> 00:56:03.722
through insurance or whatever.

00:56:03.802 --> 00:56:07.485
So I maybe maybe Paul is I just

00:56:08.065 --> 00:56:09.425
I'm not understanding what he means by

00:56:09.445 --> 00:56:09.606
that.

00:56:09.626 --> 00:56:11.987
But like we are selling the destination.

00:56:12.088 --> 00:56:13.188
We're going to get someone back to

00:56:13.208 --> 00:56:13.949
whatever they want to do.

00:56:14.762 --> 00:56:15.282
And if we,

00:56:15.643 --> 00:56:17.804
and Al Tramosi talks about this, he says,

00:56:18.344 --> 00:56:19.264
sell Maui.

00:56:19.625 --> 00:56:20.945
You don't sell the plane flight.

00:56:20.965 --> 00:56:22.367
You don't sell that you got to pack

00:56:22.387 --> 00:56:24.128
a big suitcase and you got to drive

00:56:24.168 --> 00:56:25.289
to the airport in traffic.

00:56:25.309 --> 00:56:26.489
And then you're sitting next to someone

00:56:26.510 --> 00:56:28.130
who's coughing or they have COVID or

00:56:28.150 --> 00:56:28.530
whatever.

00:56:29.052 --> 00:56:29.891
That's the journey.

00:56:30.072 --> 00:56:30.452
Like that's,

00:56:30.612 --> 00:56:32.213
that's the trip you want to sell to

00:56:32.233 --> 00:56:32.813
the destination,

00:56:32.833 --> 00:56:34.795
which is like the end result in my

00:56:34.835 --> 00:56:35.195
opinion.

00:56:35.556 --> 00:56:36.315
Yep.

00:56:36.416 --> 00:56:36.757
Yeah.

00:56:36.797 --> 00:56:38.378
My point was value.

00:56:38.478 --> 00:56:40.039
Go ahead.

00:56:40.920 --> 00:56:41.840
I was just going to say,

00:56:42.521 --> 00:56:46.483
so I think on some level, Dave, though,

00:56:47.003 --> 00:56:50.186
your people have to be buying and wanting

00:56:50.306 --> 00:56:50.766
both.

00:56:51.286 --> 00:56:51.746
You know,

00:56:51.806 --> 00:56:53.849
like Paul and I kind of are saying

00:56:53.889 --> 00:56:54.588
the same thing.

00:56:54.608 --> 00:56:56.369
And the idea that, yeah,

00:56:56.451 --> 00:56:58.092
I could tell somebody you're going to be

00:56:58.572 --> 00:57:01.634
able to hike and climb mountains.

00:57:01.853 --> 00:57:02.213
Awesome.

00:57:02.614 --> 00:57:04.556
But it's going to take a decade of

00:57:04.615 --> 00:57:05.717
hard work in the gym.

00:57:07.097 --> 00:57:09.117
If they don't embrace and love and

00:57:09.137 --> 00:57:11.458
appreciate the hard work in the gym,

00:57:12.699 --> 00:57:14.918
they're not gonna want the destination

00:57:14.978 --> 00:57:16.539
with the vehicle to get them there.

00:57:17.039 --> 00:57:18.920
So with Hermosi's example,

00:57:18.980 --> 00:57:20.739
going through TSA and booking the flight

00:57:20.760 --> 00:57:22.181
and dealing with the lines and all that

00:57:22.221 --> 00:57:24.141
stuff,

00:57:24.240 --> 00:57:26.442
there's still some enjoyment in that

00:57:26.521 --> 00:57:28.661
process because they could have driven,

00:57:29.081 --> 00:57:30.222
they could have taken a boat,

00:57:30.242 --> 00:57:31.302
they could have taken a train,

00:57:31.342 --> 00:57:32.362
they could have ridden a bike,

00:57:32.382 --> 00:57:34.123
they could have found other modes of

00:57:34.164 --> 00:57:34.784
transport,

00:57:35.463 --> 00:57:38.105
but that is either the less offensive way

00:57:38.125 --> 00:57:40.827
to get there or they embrace the journey.

00:57:40.867 --> 00:57:41.927
And so what I would say,

00:57:41.967 --> 00:57:43.367
if somebody wants to get in shape,

00:57:43.407 --> 00:57:44.527
get fit, lose weight,

00:57:45.028 --> 00:57:46.509
they have to enjoy the journey.

00:57:46.548 --> 00:57:48.570
And I have to realistically tell them,

00:57:48.971 --> 00:57:50.291
Hey, this is not going to be easy.

00:57:50.731 --> 00:57:51.751
You know?

00:57:52.472 --> 00:57:53.512
I agree with all of you guys,

00:57:53.532 --> 00:57:54.452
but when you're pitch,

00:57:54.472 --> 00:57:55.514
when you're in your pitch,

00:57:56.300 --> 00:57:59.001
you're not talking about your low

00:57:59.041 --> 00:58:00.942
lighting, the effort and the journey,

00:58:00.981 --> 00:58:01.621
in my opinion,

00:58:01.742 --> 00:58:04.963
and you're highlighting the North Star of

00:58:05.043 --> 00:58:06.164
where you want to get back to now

00:58:06.244 --> 00:58:07.164
along the way.

00:58:07.503 --> 00:58:08.885
And then we have to do the accountability,

00:58:08.905 --> 00:58:10.164
which is all the visits like Paul's

00:58:10.204 --> 00:58:11.585
talking about, which is the journey,

00:58:11.606 --> 00:58:12.806
which yes, is still valuable.

00:58:13.286 --> 00:58:13.626
And yes,

00:58:13.646 --> 00:58:14.527
they have to be bought into it.

00:58:14.547 --> 00:58:15.947
So I agree with you guys on that.

00:58:16.387 --> 00:58:17.748
Yeah.

00:58:17.807 --> 00:58:19.909
Yeah, let's wrap it up.

00:58:19.949 --> 00:58:23.530
Party shots.

00:58:23.570 --> 00:58:24.831
Dave, go ahead, because I'm blank.

00:58:26.644 --> 00:58:27.786
Well, we talked about a bunch of things.

00:58:27.826 --> 00:58:29.228
I think that the Con Ed thing for

00:58:29.268 --> 00:58:29.608
Jimmy,

00:58:29.708 --> 00:58:31.030
I think that's still maybe a work in

00:58:31.050 --> 00:58:31.289
progress.

00:58:31.349 --> 00:58:32.670
I do think that could be something that

00:58:32.710 --> 00:58:33.452
we would do here.

00:58:33.612 --> 00:58:37.014
And I think that I'm not sure what

00:58:37.054 --> 00:58:39.056
type of sizing of Con Ed we could

00:58:39.077 --> 00:58:41.920
do potentially for that to have some type

00:58:41.960 --> 00:58:44.682
of almost like a pseudo advertiser,

00:58:44.842 --> 00:58:45.023
you know,

00:58:45.043 --> 00:58:46.744
get some income in to pay for the

00:58:47.702 --> 00:58:50.182
all of the chat gpt advertisements or

00:58:50.762 --> 00:58:52.663
whatever else that we're using my hair

00:58:52.702 --> 00:58:54.483
product is not zero dollars i mean this

00:58:54.503 --> 00:58:55.704
does not i don't just roll out of

00:58:55.724 --> 00:58:56.724
bed and get this i have to splash

00:58:56.804 --> 00:59:00.385
water on this absolutely right so um but

00:59:00.686 --> 00:59:04.206
other than that um just riffing on the

00:59:04.387 --> 00:59:07.128
difference between like out of pocket and

00:59:07.188 --> 00:59:07.947
insurance and

00:59:08.594 --> 00:59:09.956
different type of customers and different

00:59:09.976 --> 00:59:11.599
type of therapists and buying into

00:59:11.619 --> 00:59:14.003
different cultures and environments of

00:59:14.023 --> 00:59:14.483
your clinic.

00:59:15.005 --> 00:59:16.005
We just covered a bunch of different

00:59:16.045 --> 00:59:17.387
topics, but that's it for me.

00:59:18.356 --> 00:59:19.237
Yeah,

00:59:19.257 --> 00:59:21.559
I just think that when we look at

00:59:21.639 --> 00:59:23.539
the hidden value, obviously,

00:59:23.599 --> 00:59:25.181
like if you have a physical space,

00:59:25.221 --> 00:59:26.380
you have a location,

00:59:27.661 --> 00:59:29.543
those those minutes in the clinic are

00:59:29.563 --> 00:59:31.143
valuable, valuable to you,

00:59:31.164 --> 00:59:32.063
the clinic owner,

00:59:32.103 --> 00:59:34.045
but just as valuable to the client.

00:59:34.626 --> 00:59:37.686
And to drop a couple tens of thousands

00:59:37.726 --> 00:59:39.668
of dollars a year just by letting a

00:59:39.708 --> 00:59:40.809
couple people come in.

00:59:41.768 --> 00:59:43.130
I think that's an untapped market.

00:59:43.150 --> 00:59:43.210
Yep.

00:59:43.230 --> 00:59:43.909
Agreed.

00:59:45.996 --> 00:59:47.478
I would say you don't get paid for

00:59:47.498 --> 00:59:48.360
the time you put in.

00:59:50.041 --> 00:59:51.322
You get paid for the value you bring.

00:59:51.804 --> 00:59:53.666
If you can bring value in seven-minute

00:59:53.726 --> 00:59:54.045
abs,

00:59:55.068 --> 00:59:56.929
it's one-eighth better than eight-minute

00:59:56.989 --> 00:59:57.210
abs.

00:59:57.489 --> 00:59:58.451
What is the movie?

00:59:58.512 --> 01:00:00.653
Real quick, what is the movie where –

01:00:01.202 --> 01:00:03.784
half baked Jim Brewer, Dave Chappelle,

01:00:04.324 --> 01:00:05.704
John Stewart is in it.

01:00:05.744 --> 01:00:07.824
Like it is a comedian hit list.

01:00:07.885 --> 01:00:08.824
And it came out when I was in

01:00:08.905 --> 01:00:09.405
college.

01:00:09.905 --> 01:00:11.465
I wasn't really, I wasn't a weed guy,

01:00:11.786 --> 01:00:12.606
but it was just a,

01:00:13.967 --> 01:00:15.847
a lampooning of like weed culture back

01:00:15.867 --> 01:00:16.887
then, which was awesome.

01:00:16.907 --> 01:00:18.748
So it was Chappelle, Jim Brewer,

01:00:18.829 --> 01:00:21.268
Harlan Williams, like a hit John Stewart,

01:00:21.768 --> 01:00:23.230
a hit list of comedians.

01:00:23.250 --> 01:00:23.409
Like

01:00:23.769 --> 01:00:24.951
Dave Chappelle was one of the greatest

01:00:25.010 --> 01:00:25.911
lines that I probably shouldn't.

01:00:26.590 --> 01:00:27.590
No, it wasn't Dave Chappelle.

01:00:28.092 --> 01:00:28.992
It was a different comedian.

01:00:29.012 --> 01:00:29.711
I can't remember his name.

01:00:29.731 --> 01:00:31.112
Had some of the greatest lines on the

01:00:31.152 --> 01:00:31.552
planet.

01:00:31.952 --> 01:00:33.072
Great, great movie.

01:00:33.213 --> 01:00:33.813
Great movie.

01:00:33.873 --> 01:00:35.213
All right.

01:00:35.233 --> 01:00:36.155
So you don't get paid for the time

01:00:36.175 --> 01:00:36.474
you put in.

01:00:36.494 --> 01:00:37.514
You get paid for the value.

01:00:37.534 --> 01:00:40.016
Stop marketing the hour and start selling.

01:00:42.016 --> 01:00:42.335
That's it.

01:00:42.356 --> 01:00:42.556
We're out.

01:00:42.576 --> 01:00:43.996
Boys, what the hell are you doing?

01:00:44.036 --> 01:00:46.858
Follow Tony Maritano on YouTube at Total

01:00:46.898 --> 01:00:47.940
Therapy Solution.

01:00:47.980 --> 01:00:48.980
Find Dave Kittle at

01:00:49.000 --> 01:00:52.181
conciergepainrelief.com and on YouTube at

01:00:52.222 --> 01:00:53.382
The Dave Kittle Show.

01:00:53.523 --> 01:00:56.545
And follow Jimmy McKay at PT Podcasts on

01:00:56.744 --> 01:00:58.025
YouTube, the socials,

01:00:58.106 --> 01:00:59.907
and wherever you binge podcasts you

01:00:59.927 --> 01:01:01.588
pretend are for CEUs.

01:01:01.889 --> 01:01:03.329
And hey, just a reminder,

01:01:03.809 --> 01:01:05.130
none of this was for advice.

01:01:05.170 --> 01:01:06.472
This was for entertainment only.

01:01:06.891 --> 01:01:08.313
Our lawyers say that counts.

01:01:08.393 --> 01:01:09.253
Thanks, Keith.