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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All right, good morning,

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PT Breakfast Club.

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Wow,

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it feels like we took a month off,

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Tony Meritato,

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as you're riding in the clinic.

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How's things?

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They're good.

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They're good.

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So I cannot believe how many interviews

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you got done.

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Every time I logged on,

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you were talking to someone different.

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What was the final count?

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I think it was twenty nine.

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Twenty nine.

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Yeah.

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And I didn't do I didn't do any

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on day three.

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So CSM is really like three days.

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It's Thursday, Friday, Saturday.

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There's some pre-conference stuff.

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what i did was in the in years

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past i would just say tell me when

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you're free and i'd let people schedule

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all over the place and then this time

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i reached out to sort of my email

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database and said hey listen i'm just free

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on thursday i let thursday fill up once

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thursday was getting close i opened up

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friday and when friday got close i was

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going to open up saturday and then i

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just looked at the sheer number and i

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was like i'm good i don't need to

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wake up the third day so yeah twenty

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nine so what day one thursday was full

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I don't know, maybe six,

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seven hours back to back to back to

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back to back.

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The next day was like three quarters of

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a day.

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And then Saturday,

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I just I walked around and I just

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looked at things and talked to people and

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didn't have to carry a microphone or a

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camera, any of that stuff.

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So you can still hear it.

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I'm burnt.

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I mean, and I flew home.

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I got home Tuesday.

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I got home Monday at two at one

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or two in the morning.

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So, I mean,

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I've been home for twenty four hours and

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I'm crushed.

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wow any what were the big takeaways for

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you you know i think i said this

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in the facebook group which is things show

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up everybody is aghast online like ai

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shows up and we talk about that ad

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nauseam

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The topics for CSM or any conference like

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this have to be turned in like nine

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months ahead of time just due to the

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logistics and all those different things.

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That's some things people might not

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understand.

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I don't understand why that is.

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Like,

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why are so many of these things still

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operating like it's nineteen seventy two?

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I don't know.

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The timelines are ridiculous.

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I mean, I understand it based on,

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because some people are judging if they're

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coming based on if they get picked or

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not,

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because then work will pay for it or

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not.

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So I get that.

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I still lean back into, take an event,

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like there's an event called

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Technopalooza,

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which is put on by the Academy of

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Leadership Innovation.

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Essentially, you know me,

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I break everything down into like,

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what is it like?

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And it's antique roadshow,

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but for technology and healthcare.

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So they set up a room with,

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you know,

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thirty tables in a circle and then they

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let technology, you know,

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people selling technology or producing

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technology or trying to get funded for

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technology, bring out your wares.

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It's a flea market for technology, right?

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And I think that's great.

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A lot of that stuff needs to be

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seen and felt and touched.

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It's a children's touch and play museum.

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I still think, though,

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with the rate of innovation,

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the rate of technology,

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why isn't that at the very least a

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monthly live stream where two companies

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can do a Zoom or a live stream?

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talking about what they do.

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Do Shark Tank, but do it every month.

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Like,

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I don't know if you want to wait

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twelve months to talk about innovation at

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stage.

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Mathematically,

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even with I think the number was sixteen

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thousand PTs this year,

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sixteen thousand people this year at CSM,

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sixteen thousand out of three hundred

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thousand physical therapists in the US

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alone.

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That's a fraction of the people.

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I know it feels big while you're there

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and it is.

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There are just way, I mean,

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if you had a choice,

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who do you want to sell to?

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Everybody at CSM or everybody not at CSM?

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You know the answer.

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The answer is not.

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So I'm not saying don't do things at

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a conference.

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I'm saying don't only, in my opinion,

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don't only do things at a conference.

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Just what Larry Benz was saying in his

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article.

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Oh, I got to email him back.

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He wants to do a live stream about

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the article we co-wrote together.

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He wrote most of it,

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and I got to chime in like a

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radio sidekick, which I was happy to do.

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I was just like,

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he had this thing all structured.

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I was like, yeah, and what about this?

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I just got to drop one-liners.

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But you saw what he was talking about

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in that article everywhere, which is...

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organizations are dropping twenty five,

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fifty, seventy five,

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a hundred K to recruit PT students.

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And I like the energy, you know,

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people giving away iPads and iPods and

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stress balls and pens and

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things like that, that's great.

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And then my question is, all right,

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it's Tuesday the seventeenth.

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What do you do?

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You wait eleven and a half months before

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you do it again?

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Of course not.

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Then how are you showing up outside of

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Indeed?

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Because that's, those are, Indeed,

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that's the table, it's table stakes.

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Right?

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It's the same stuff, just different.

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Right.

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Right.

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Have you been to one?

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All right.

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No, I've never gone.

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No, I've never been.

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Next year, it's in Philly.

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So it's a short flight or a medium

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drive for you.

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I would love to hear what your take

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is.

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You've been to PPS.

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Yeah.

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Yeah, it was nice.

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I like it.

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I mean,

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if I didn't have the media stuff that

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I do,

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there's no way I would have gone.

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I don't feel like there's any reason for

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me to go to any of those kinds

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of things if I didn't want a chance

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to meet people in person.

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Right.

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So there was a TikTok video where the

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therapist was like, what are we doing?

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Why are we doing this?

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And, you know,

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he brought up a bunch of good points.

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It's like you've got a bunch of PTs

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talking to each other.

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It's networking,

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which you've said you're getting there.

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You're going to be there.

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It's connecting with people.

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But then connecting with people to do

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what?

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Right.

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You're standing around all yelling about

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the same things and the people who are

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doing the

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the problem solving or out doing the

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problem solving it's.

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So there's a,

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remember that book I brought up six types

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of working genius.

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One of like the,

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one of the activities is what's called

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galvanizing.

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It's like getting everybody together.

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Hey everybody,

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we got to go over here and do

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this.

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We're going to go down here and we're

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going to do this.

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And then we're going to accomplish this.

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The more I dug into it,

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I thought I would have been good at

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galvanizing.

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Cause I'm the rah-rah guy,

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but that stuff's exhausting.

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Cause I don't like getting people

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together.

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I like being together.

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But then what's the point?

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What are we doing here?

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You feel like the people at the protest,

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what do we want?

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Change.

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When do we want it?

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Now.

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What are we willing to do to get

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it?

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Chant.

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Chant the same chant over and over.

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I thought we were doing it.

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We're chanting.

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We're chanting for change.

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It's like, no, man,

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you got to go to the uncomfortable part

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and you got to risk some stuff.

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Decent amounts of clinical information

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I don't go to that.

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I mean, you could cheat.

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You could just go to APTA's CSM website

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and take a look at what all the

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topics are.

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I think by next year, their app,

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their conference app will obviously have

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AI integrated.

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So you can put in a profile like

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I'm Tony, I'm a practice owner.

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These are the patients I see.

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And then hit enter and it'll come up

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with your suggested conference.

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Okay, based on what you told me,

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you should see on Thursday,

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you should go to these three sessions.

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On Friday, you should go to these three.

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And that'll create the conference for you.

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That's my guess anyway.

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What was the general take on AI?

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I don't know.

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I might have been the worst person to

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ask because I wasn't in the conference

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rooms.

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I was standing there talking to twenty

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nine different people.

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I think the people that are playing with

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it every single day are the ones that

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are going to be smartest with it.

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Just the ones that are batting it around

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like a kitten with a ball of yarn

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are going to be the ones that figure

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it out because they're going to be able

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to suss out the companies that don't have

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their stuff together and the ones that do.

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The ones that really save you time and

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money and the ones that don't.

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Luck favors the people that play with

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stuff.

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Yeah.

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Were there any takeaways like any of the

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interviews you did or people you spoke to

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that you didn't expect what they were

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saying or you got a new perspective?

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Yeah.

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I mean,

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there were a lot of AI sessions.

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I didn't get to go to them.

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So, again,

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I might be the worst person to ask.

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Not even just AI.

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I just mean in general.

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Yeah, yeah, yeah.

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Things that I was shocked about.

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Well, the APTA, again,

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it's talk right now,

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but APTA has said our new strategic plan

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is, or our focus of the organization,

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usually you have three focuses.

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Number one for APTA going forward is

00:09:53.567 --> 00:09:54.207
reimbursement.

00:09:55.259 --> 00:09:56.460
Number two,

00:09:56.740 --> 00:09:57.860
I don't even remember what they said

00:09:57.880 --> 00:09:59.120
because they talked about how important

00:09:59.160 --> 00:10:01.001
reimbursement was so long.

00:10:02.423 --> 00:10:04.943
So, like, number one is reimbursement.

00:10:05.284 --> 00:10:08.145
Number two is sixty miles that way and

00:10:08.166 --> 00:10:09.106
we're not even going to get to it.

00:10:09.126 --> 00:10:09.567
They're just like,

00:10:09.626 --> 00:10:11.447
if we're not improving or working on

00:10:11.467 --> 00:10:12.048
reimbursement,

00:10:12.948 --> 00:10:14.090
we know we've lost the room.

00:10:14.450 --> 00:10:16.971
And that was everywhere from APTA.

00:10:17.030 --> 00:10:18.312
Like, look, we've been working on it,

00:10:18.351 --> 00:10:19.513
but you've told us this is the most

00:10:19.552 --> 00:10:20.153
important thing,

00:10:20.452 --> 00:10:22.094
so we'll stop working on this other stuff.

00:10:22.793 --> 00:10:22.995
Um...

00:10:23.899 --> 00:10:24.940
Because that's how things work.

00:10:25.820 --> 00:10:27.100
You only have a realistic amount of

00:10:27.140 --> 00:10:27.662
bandwidth.

00:10:28.101 --> 00:10:29.442
But if that's the biggest problem,

00:10:29.783 --> 00:10:30.683
and I think it is,

00:10:31.725 --> 00:10:32.846
if you fix reimbursement,

00:10:33.306 --> 00:10:34.706
you have to worry less about the price

00:10:34.746 --> 00:10:35.447
of education.

00:10:36.288 --> 00:10:37.528
So you could pick one or the other.

00:10:38.789 --> 00:10:41.131
Reimbursement is going to help students in

00:10:41.152 --> 00:10:43.293
the future and current clinicians and

00:10:43.332 --> 00:10:43.913
business owners.

00:10:44.928 --> 00:10:46.291
Changing the price of education is going

00:10:46.311 --> 00:10:47.332
to help future students,

00:10:47.493 --> 00:10:48.455
not even current students,

00:10:48.495 --> 00:10:49.355
just future students.

00:10:49.476 --> 00:10:50.577
So I know which one I would go

00:10:50.678 --> 00:10:50.899
after.

00:10:50.938 --> 00:10:51.840
And I think that's the right one,

00:10:51.860 --> 00:10:53.283
which is reimbursement.

00:10:53.562 --> 00:10:54.524
How are they going to do that?

00:10:55.046 --> 00:10:55.385
I don't know.

00:10:55.466 --> 00:10:56.128
I'll call APT.

00:10:56.187 --> 00:10:57.830
I'll get someone on my show to figure

00:10:57.850 --> 00:10:58.150
that out.

00:11:00.395 --> 00:11:00.976
I don't know.

00:11:01.157 --> 00:11:02.958
Isn't reimbursement something they've been

00:11:02.999 --> 00:11:05.782
working on for a decade?

00:11:05.841 --> 00:11:06.081
Yeah.

00:11:06.101 --> 00:11:06.241
I mean,

00:11:06.261 --> 00:11:07.364
like the people that I know are like,

00:11:07.443 --> 00:11:11.707
my man, bring Jimmy to work day.

00:11:11.788 --> 00:11:13.730
We'll show you what this looks like and

00:11:13.750 --> 00:11:14.350
what we do.

00:11:15.152 --> 00:11:18.875
It's a boring process, but it's necessary.

00:11:18.895 --> 00:11:19.496
Right.

00:11:19.596 --> 00:11:19.897
Right.

00:11:21.926 --> 00:11:23.147
All right.

00:11:23.167 --> 00:11:24.388
Well, obviously,

00:11:24.768 --> 00:11:27.690
I think you probably took more away from

00:11:27.710 --> 00:11:29.791
that experience than anybody who was

00:11:29.831 --> 00:11:30.711
there, truthfully,

00:11:31.272 --> 00:11:34.073
between how you connected with how many

00:11:34.114 --> 00:11:35.614
people, you know,

00:11:35.634 --> 00:11:37.816
you built deeper relationships with.

00:11:39.057 --> 00:11:40.317
Yeah, I think you're right.

00:11:40.437 --> 00:11:41.618
I mean, it is fun.

00:11:41.937 --> 00:11:43.339
And then, you know, you pushed me.

00:11:43.399 --> 00:11:46.140
My buddy Drew has been pushing me to

00:11:46.160 --> 00:11:48.682
do more video stuff over the last two

00:11:48.702 --> 00:11:49.043
years.

00:11:50.548 --> 00:11:53.970
And this isn't to sound cocky,

00:11:55.311 --> 00:11:56.870
but more people knew who I was.

00:11:58.371 --> 00:11:59.711
And what I want people to take away

00:11:59.751 --> 00:12:02.192
from that is I want those people in

00:12:02.212 --> 00:12:03.734
your community to know who you are.

00:12:04.153 --> 00:12:05.855
So I need you to turn the phone

00:12:05.875 --> 00:12:07.355
around and I need you to look into

00:12:07.394 --> 00:12:08.174
it.

00:12:08.215 --> 00:12:09.696
So when you walk down the street or

00:12:09.735 --> 00:12:10.135
whatever,

00:12:10.155 --> 00:12:11.736
or when people see you just online,

00:12:13.517 --> 00:12:14.977
they go from no like to trust.

00:12:14.998 --> 00:12:16.658
They skip past all those things.

00:12:16.898 --> 00:12:18.219
I want businesses to do that.

00:12:19.488 --> 00:12:19.628
I mean,

00:12:19.648 --> 00:12:20.929
that would be an interesting case study

00:12:20.970 --> 00:12:22.071
for like a future episode.

00:12:22.831 --> 00:12:24.232
Somebody brought this up and said,

00:12:25.134 --> 00:12:28.477
Tim Cook has more followers than Apple.

00:12:28.597 --> 00:12:29.719
And I'm like, that can't be true.

00:12:29.979 --> 00:12:30.919
And then I went and looked and it

00:12:30.940 --> 00:12:31.260
was.

00:12:32.253 --> 00:12:35.053
And Mark Cuban had more followers than the

00:12:35.094 --> 00:12:36.594
Dallas Mavericks when he was the owner.

00:12:36.614 --> 00:12:39.095
I'm like, how is that a thing, right?

00:12:39.815 --> 00:12:41.296
And it's because people follow people.

00:12:41.735 --> 00:12:41.956
Yeah,

00:12:41.995 --> 00:12:43.716
there's a cool brand or I'm a fan,

00:12:43.735 --> 00:12:45.336
so I'll follow that for updates.

00:12:45.897 --> 00:12:48.037
But the thing that I'm looking for is

00:12:48.057 --> 00:12:49.937
a connection to a person who's the face

00:12:50.118 --> 00:12:50.337
of.

00:12:50.998 --> 00:12:53.139
That's where having a CEO, I mean,

00:12:53.158 --> 00:12:54.099
it doesn't have to be Tim Cook,

00:12:54.119 --> 00:12:55.960
but a visible CEO is important.

00:12:55.980 --> 00:12:57.059
Yeah.

00:12:58.501 --> 00:13:00.183
So if you're looking to move the needle,

00:13:00.465 --> 00:13:02.147
you should be the CEO of your brand.

00:13:02.206 --> 00:13:03.408
You should be the face of your brand.

00:13:03.447 --> 00:13:04.369
It shouldn't be a logo.

00:13:04.730 --> 00:13:06.731
And for me, for the longest time,

00:13:06.972 --> 00:13:08.354
I've always pushed the guests.

00:13:08.674 --> 00:13:09.735
Like everything has been the guest,

00:13:09.976 --> 00:13:11.599
but they're not consistent enough.

00:13:11.698 --> 00:13:11.938
Yeah.

00:13:12.198 --> 00:13:13.280
So yeah, have the guest...

00:13:14.687 --> 00:13:16.307
But you've got to have something somebody

00:13:16.347 --> 00:13:16.528
records.

00:13:16.548 --> 00:13:17.788
That's why it's called an anchor,

00:13:18.308 --> 00:13:19.429
like a news anchor.

00:13:19.570 --> 00:13:21.850
You're the thing that holds it down and

00:13:21.890 --> 00:13:22.572
holds it still.

00:13:22.951 --> 00:13:25.092
And then other things can move around it.

00:13:25.133 --> 00:13:26.614
So that was the one thing I noticed

00:13:26.653 --> 00:13:29.054
is I would on purpose walk through the

00:13:29.195 --> 00:13:32.136
hotel bar just to see who I saw.

00:13:32.236 --> 00:13:33.138
I just want to see who's talking to

00:13:33.158 --> 00:13:34.597
who.

00:13:34.697 --> 00:13:36.438
And then who sees who.

00:13:37.519 --> 00:13:38.139
It's the same.

00:13:38.240 --> 00:13:39.140
Eighty six percent.

00:13:40.562 --> 00:13:41.724
people from year to year.

00:13:41.864 --> 00:13:43.203
Eighty six percent of people are the same.

00:13:43.224 --> 00:13:43.323
Right.

00:13:44.544 --> 00:13:45.445
I made that statistic up.

00:13:45.946 --> 00:13:47.206
And then you see like a new,

00:13:47.466 --> 00:13:47.907
you know,

00:13:48.346 --> 00:13:50.048
fourteen percent of people showing up and

00:13:50.067 --> 00:13:50.508
you're like, OK,

00:13:50.908 --> 00:13:52.688
that person is you can you can spot

00:13:52.708 --> 00:13:54.090
that person because that person has this

00:13:54.110 --> 00:13:54.669
look on their face.

00:13:55.951 --> 00:13:56.370
Yeah.

00:13:56.671 --> 00:13:59.471
Bright eyed, mouth open, looking around,

00:14:00.592 --> 00:14:01.813
still majority students,

00:14:01.913 --> 00:14:03.014
which still amazes me.

00:14:03.774 --> 00:14:04.774
Yeah.

00:14:04.934 --> 00:14:06.216
I went as a third year student,

00:14:06.235 --> 00:14:08.317
but I don't think any of my classmates

00:14:08.356 --> 00:14:08.537
did.

00:14:09.351 --> 00:14:12.812
So what are the students doing there?

00:14:12.832 --> 00:14:14.253
I think they're trying to figure it out.

00:14:14.352 --> 00:14:15.813
And they figured that a big group of

00:14:15.833 --> 00:14:17.293
people who have it figured out,

00:14:17.333 --> 00:14:18.215
and I'm using air quotes,

00:14:18.315 --> 00:14:19.134
have it figured out.

00:14:19.235 --> 00:14:20.855
Let's go bumpability.

00:14:21.735 --> 00:14:23.855
So they go there looking for answers.

00:14:26.017 --> 00:14:27.716
I think the thing that you actually find

00:14:27.736 --> 00:14:29.697
there are more questions and connections.

00:14:30.625 --> 00:14:31.725
The answers still aren't there.

00:14:31.765 --> 00:14:32.706
The answers are later.

00:14:32.807 --> 00:14:34.126
So if you want to connect with someone,

00:14:34.307 --> 00:14:36.327
yeah, that's a good spot.

00:14:36.607 --> 00:14:38.188
So is LinkedIn.

00:14:38.229 --> 00:14:41.009
So is reaching out to five people in

00:14:41.669 --> 00:14:43.090
the city you're in or the city you

00:14:43.129 --> 00:14:44.730
want to be in.

00:14:44.770 --> 00:14:47.412
Did anyone else do the kind of media

00:14:47.432 --> 00:14:48.993
push that you did?

00:14:49.052 --> 00:14:49.633
I don't think so.

00:14:49.692 --> 00:14:50.332
Not that I saw.

00:14:50.793 --> 00:14:51.312
I mean, U.S.

00:14:51.332 --> 00:14:52.433
physical therapy was nice.

00:14:53.628 --> 00:14:55.208
I contacted them maybe two months before

00:14:55.249 --> 00:14:56.889
CSM and said, hey,

00:14:57.089 --> 00:14:57.549
I want to do this.

00:14:57.669 --> 00:14:59.330
I mean, I pitched them the moon.

00:15:00.490 --> 00:15:01.130
I even pitched them,

00:15:01.191 --> 00:15:02.511
you got you and Dave going.

00:15:03.772 --> 00:15:04.611
They'd have to pay for it.

00:15:04.631 --> 00:15:05.493
And I was like, you know,

00:15:05.572 --> 00:15:07.472
but I shot the moon and I was

00:15:07.493 --> 00:15:09.033
going to be okay with nothing, right?

00:15:09.653 --> 00:15:10.875
And they were like, what do you need?

00:15:10.975 --> 00:15:12.014
And what does this bring us?

00:15:12.034 --> 00:15:14.395
Because again, I'm talking to a recruiter,

00:15:14.416 --> 00:15:16.376
right?

00:15:16.476 --> 00:15:17.756
And they're linear thinkers because

00:15:17.777 --> 00:15:19.057
they're not linear thinkers,

00:15:19.077 --> 00:15:20.979
but they're targeted thinkers because they

00:15:21.078 --> 00:15:21.678
have to be.

00:15:22.653 --> 00:15:22.974
They're like,

00:15:23.134 --> 00:15:24.575
I have to roll in and get this

00:15:24.615 --> 00:15:25.495
number of badge scans.

00:15:25.595 --> 00:15:26.475
How do we get people?

00:15:26.894 --> 00:15:30.177
They're looking at this like Maverick and

00:15:30.216 --> 00:15:31.596
Top Gun in that bar.

00:15:32.116 --> 00:15:33.738
It's a target-rich environment.

00:15:34.038 --> 00:15:36.259
This bar is the only field of battle

00:15:36.278 --> 00:15:36.778
that matters.

00:15:36.979 --> 00:15:38.700
Nothing exists outside that room.

00:15:39.059 --> 00:15:41.500
Where I look at it as this room

00:15:41.541 --> 00:15:42.600
is where things are happening.

00:15:43.700 --> 00:15:45.302
The field of battle for me is everywhere

00:15:45.361 --> 00:15:46.883
but here.

00:15:47.163 --> 00:15:48.585
That's why I didn't just record.

00:15:48.845 --> 00:15:49.625
I went live.

00:15:49.826 --> 00:15:50.606
And I don't even... I mean,

00:15:51.167 --> 00:15:52.548
I was sort of checking the video to

00:15:52.589 --> 00:15:53.730
make sure it wasn't grainy.

00:15:54.149 --> 00:15:56.633
But I was on conference Wi-Fi.

00:15:57.253 --> 00:16:00.376
And I might have got connected to a

00:16:00.456 --> 00:16:02.317
secret Wi-Fi account that maybe everybody

00:16:02.399 --> 00:16:03.500
didn't have access to to give me a

00:16:03.519 --> 00:16:05.461
little bit of a boost in speed to

00:16:05.501 --> 00:16:06.523
make sure my connection was a little

00:16:06.562 --> 00:16:06.763
better.

00:16:07.263 --> 00:16:07.423
But...

00:16:09.433 --> 00:16:10.614
That's how I look at it as.

00:16:10.634 --> 00:16:11.014
It's like,

00:16:11.054 --> 00:16:12.414
what are we doing here that's going to

00:16:12.434 --> 00:16:14.115
touch people not here?

00:16:14.495 --> 00:16:16.855
Because the number of people not here is

00:16:17.976 --> 00:16:20.138
infinitely larger than the people in the

00:16:20.177 --> 00:16:20.337
room.

00:16:20.538 --> 00:16:20.937
But I get it.

00:16:20.957 --> 00:16:21.677
They're right there.

00:16:21.957 --> 00:16:22.999
And there's that person.

00:16:23.278 --> 00:16:24.538
And I've got a real connection.

00:16:24.778 --> 00:16:26.059
And look at this eye contact.

00:16:26.200 --> 00:16:27.120
Oh, we're getting somewhere.

00:16:27.580 --> 00:16:27.919
I get it.

00:16:27.940 --> 00:16:29.500
I'm not saying don't do this.

00:16:29.640 --> 00:16:30.880
I'm saying don't only do this.

00:16:31.221 --> 00:16:32.562
Because then if you look at these brands

00:16:32.601 --> 00:16:33.042
in a week,

00:16:34.376 --> 00:16:35.597
They're silent or they're,

00:16:36.258 --> 00:16:37.879
I did make the conscious decision a few

00:16:37.899 --> 00:16:38.359
years ago.

00:16:38.379 --> 00:16:38.938
I was like, man,

00:16:38.958 --> 00:16:40.659
when I listened to my CSM episodes,

00:16:40.820 --> 00:16:41.179
I do,

00:16:41.360 --> 00:16:42.780
all I talk about is the conference.

00:16:44.101 --> 00:16:44.361
And again,

00:16:44.381 --> 00:16:45.722
it's like talking about a baseball game

00:16:45.763 --> 00:16:46.423
two weeks later.

00:16:46.442 --> 00:16:47.283
It's like, no one cares.

00:16:48.303 --> 00:16:49.585
It was like, I'm talking to you here.

00:16:49.625 --> 00:16:50.065
Thank you.

00:16:50.184 --> 00:16:51.546
But talk about it's the,

00:16:51.625 --> 00:16:52.885
it's the ideas that aren't here.

00:16:53.246 --> 00:16:54.346
We're not talking about, Ooh,

00:16:54.366 --> 00:16:54.907
look at that.

00:16:54.986 --> 00:16:55.168
Like,

00:16:55.727 --> 00:16:56.788
but I was caught up in that in

00:16:56.807 --> 00:16:57.849
the first couple of years I was at

00:16:57.889 --> 00:16:58.349
CSM.

00:16:58.448 --> 00:16:58.989
I was like, look,

00:16:59.029 --> 00:17:00.549
this is where the magic happens.

00:17:01.171 --> 00:17:01.291
Um,

00:17:02.586 --> 00:17:05.314
I think APTA made a bigger push to

00:17:05.354 --> 00:17:05.996
do stuff.

00:17:07.506 --> 00:17:08.625
They're sharing more.

00:17:09.446 --> 00:17:09.967
That's good.

00:17:10.527 --> 00:17:11.907
But nobody was doing, I mean,

00:17:12.407 --> 00:17:14.648
in the center of the expo hall,

00:17:15.348 --> 00:17:18.369
they have like APTA's pavilion, right?

00:17:18.430 --> 00:17:19.269
So, you know,

00:17:19.289 --> 00:17:20.471
you've got booths up and down,

00:17:20.510 --> 00:17:21.351
but APTA is like,

00:17:21.371 --> 00:17:23.051
we have this area and around it are

00:17:23.071 --> 00:17:24.731
like orthopedics, geriatrics,

00:17:25.313 --> 00:17:26.692
they all get their own table, right?

00:17:27.113 --> 00:17:28.673
Foundation for physical therapy research,

00:17:28.773 --> 00:17:30.634
everything in like the APTA solar system,

00:17:30.934 --> 00:17:32.674
they're next to each other with sort of

00:17:32.694 --> 00:17:33.736
a town hall in the middle.

00:17:35.042 --> 00:17:36.183
white carpet, right?

00:17:36.203 --> 00:17:37.384
It's different than everything else.

00:17:37.403 --> 00:17:38.664
Like it definitely sets the tone,

00:17:38.984 --> 00:17:40.125
the APTA store.

00:17:40.246 --> 00:17:41.346
So you could buy your, you know,

00:17:41.365 --> 00:17:43.007
your coffee mug and everything like that.

00:17:43.467 --> 00:17:46.087
My mind, damn that we, I needed,

00:17:46.147 --> 00:17:47.909
we need to drop a sports center desk

00:17:48.009 --> 00:17:49.970
down cameras.

00:17:50.510 --> 00:17:52.531
Every it's, it's the red carpet, right?

00:17:52.592 --> 00:17:52.892
I told you,

00:17:52.912 --> 00:17:55.913
I got a buddy who works for Yahoo,

00:17:56.153 --> 00:17:57.034
worked with him in radio.

00:17:57.213 --> 00:17:59.835
He does Emmys, Grammys, Oscars,

00:17:59.875 --> 00:18:01.435
Tony's like this guy's the entertainment

00:18:01.455 --> 00:18:01.855
reporter.

00:18:01.915 --> 00:18:03.436
And just watching him in a red carpet

00:18:03.457 --> 00:18:03.497
is,

00:18:04.352 --> 00:18:05.472
I'm like, that's the answer.

00:18:05.512 --> 00:18:06.073
Just steal.

00:18:06.093 --> 00:18:07.213
You don't have to reinvent the wheel.

00:18:07.534 --> 00:18:11.076
It's either a news broadcast or it's a

00:18:11.155 --> 00:18:12.316
social event broadcast.

00:18:12.675 --> 00:18:13.457
That's what I would do.

00:18:13.636 --> 00:18:14.798
I would do a stage,

00:18:14.897 --> 00:18:17.278
a small stage with a sports center desk.

00:18:17.578 --> 00:18:18.799
And who are we talking to next?

00:18:19.099 --> 00:18:20.039
We're going live in ten.

00:18:20.059 --> 00:18:20.160
Right.

00:18:20.180 --> 00:18:23.342
Right.

00:18:23.422 --> 00:18:23.602
Awesome.

00:18:23.761 --> 00:18:27.865
I am encouraged by states and academies

00:18:27.904 --> 00:18:29.505
now leaning into their own events and

00:18:29.525 --> 00:18:30.425
trying to make those bigger.

00:18:31.436 --> 00:18:32.238
So like, you know,

00:18:32.417 --> 00:18:34.160
a lot of states have always done it.

00:18:34.720 --> 00:18:36.041
I'm going to one in Ohio.

00:18:36.582 --> 00:18:37.182
Yeah.

00:18:37.262 --> 00:18:37.923
In April.

00:18:39.144 --> 00:18:40.685
A lot of them are doing it now.

00:18:40.786 --> 00:18:42.367
We're doing bigger ones because we're

00:18:42.428 --> 00:18:46.332
coming up on like these big celebration

00:18:46.372 --> 00:18:46.592
years.

00:18:46.711 --> 00:18:48.252
Like APTA Ohio is celebrating.

00:18:50.115 --> 00:18:51.576
Seventy five years of being an

00:18:51.596 --> 00:18:52.277
association.

00:18:52.297 --> 00:18:53.659
I know Illinois is the same.

00:18:53.719 --> 00:18:55.099
So now you're going to see APTA just

00:18:55.119 --> 00:18:55.800
turned one hundred.

00:18:57.824 --> 00:18:58.723
when the APTA was founded,

00:18:58.763 --> 00:19:00.424
twenty five years later, oh,

00:19:00.464 --> 00:19:01.665
let's do state associations.

00:19:01.685 --> 00:19:02.906
So now you're seeing the seventy fifth

00:19:02.946 --> 00:19:04.186
anniversary for all these states.

00:19:04.666 --> 00:19:06.147
And I think that's a great opportunity.

00:19:06.647 --> 00:19:07.328
I keep seeing them,

00:19:07.788 --> 00:19:09.509
a lot of them doing the same things

00:19:09.549 --> 00:19:10.450
that we're going to throw a party.

00:19:10.529 --> 00:19:10.869
And I'm like,

00:19:11.010 --> 00:19:14.412
that's cool for the top ten percent who

00:19:14.531 --> 00:19:16.292
can afford or want to go to a

00:19:16.353 --> 00:19:18.794
party to celebrate a thing they may or

00:19:18.834 --> 00:19:19.934
may not be attached to.

00:19:20.414 --> 00:19:21.576
So it's a party for all the people

00:19:21.596 --> 00:19:21.855
who are

00:19:22.653 --> 00:19:23.634
on the board, right?

00:19:23.654 --> 00:19:24.375
And then hopefully they're like,

00:19:24.415 --> 00:19:25.477
why don't more people want to come?

00:19:25.497 --> 00:19:26.857
Because there's no connection to you.

00:19:27.479 --> 00:19:28.720
And why isn't there a connection to you?

00:19:28.740 --> 00:19:30.942
Because you don't talk to them except for,

00:19:32.644 --> 00:19:33.464
did you hear this?

00:19:33.846 --> 00:19:34.906
And maybe we've talked about this before,

00:19:34.926 --> 00:19:36.488
but difference between telling stories and

00:19:36.528 --> 00:19:37.128
storytelling.

00:19:37.148 --> 00:19:38.590
No.

00:19:38.810 --> 00:19:40.311
Most organizations tell stories.

00:19:41.711 --> 00:19:43.854
Our advocacy team is going to the hill.

00:19:44.013 --> 00:19:45.675
That's telling a story, right?

00:19:45.695 --> 00:19:48.019
It's like telling you what I'm doing and

00:19:48.038 --> 00:19:48.439
what I did.

00:19:48.519 --> 00:19:49.380
A laundry list.

00:19:49.580 --> 00:19:51.423
That's what most newsletters are.

00:19:51.682 --> 00:19:52.763
Most newsletters aren't news.

00:19:53.762 --> 00:19:55.344
They're an operational update.

00:19:55.763 --> 00:19:58.125
Most Instagram posts from organizations

00:19:58.265 --> 00:19:58.805
aren't news.

00:19:59.525 --> 00:20:00.484
They're not storytelling.

00:20:00.806 --> 00:20:01.726
They're telling stories.

00:20:02.066 --> 00:20:02.885
Look at these pictures.

00:20:03.006 --> 00:20:05.047
Everybody downloaded CapCut three years

00:20:05.086 --> 00:20:05.386
ago.

00:20:05.646 --> 00:20:07.188
Everybody takes a hundred pictures.

00:20:07.748 --> 00:20:09.628
Everybody puts it into a thing and remixes

00:20:09.689 --> 00:20:09.808
it.

00:20:10.009 --> 00:20:11.088
And that's their breakdown.

00:20:11.368 --> 00:20:12.769
And the people watching it,

00:20:12.829 --> 00:20:13.930
there's no story there.

00:20:14.210 --> 00:20:15.351
It's a bunch of people I may or

00:20:15.391 --> 00:20:17.592
may not know set to some dope music.

00:20:17.892 --> 00:20:18.231
Cool.

00:20:18.811 --> 00:20:20.553
And that gets some views so people think

00:20:20.573 --> 00:20:21.153
it works.

00:20:22.401 --> 00:20:24.582
but it doesn't because what's the goal be

00:20:24.662 --> 00:20:27.442
seen or show what's going on and, and,

00:20:27.883 --> 00:20:30.223
and storytelling and storytelling.

00:20:30.284 --> 00:20:30.743
My friends,

00:20:30.844 --> 00:20:33.045
even with AI takes a lot of fricking

00:20:33.085 --> 00:20:33.384
effort.

00:20:33.465 --> 00:20:35.006
I'll look, listen to my voice.

00:20:35.086 --> 00:20:37.346
I'm forty eight hours later and I'm a,

00:20:37.527 --> 00:20:38.928
I used to be a professional at this.

00:20:40.087 --> 00:20:40.807
I am burnt.

00:20:42.048 --> 00:20:42.848
What do you,

00:20:43.128 --> 00:20:45.170
what did you see in your analytics?

00:20:45.210 --> 00:20:46.750
You showed me YouTube.

00:20:48.273 --> 00:20:48.493
Yeah.

00:20:48.513 --> 00:20:49.474
So I was asking you,

00:20:50.055 --> 00:20:51.536
I was showing you like the last thirty

00:20:51.556 --> 00:20:53.777
days and I'll bring them up on screen.

00:20:53.797 --> 00:20:55.897
I was so I was showing you the

00:20:55.917 --> 00:20:57.439
last month and I was seeing a lot

00:20:57.459 --> 00:20:58.880
of spikes towards the left,

00:20:59.059 --> 00:21:01.362
which means two, three, four weeks ago.

00:21:02.501 --> 00:21:05.703
I was expecting to see I saw more

00:21:05.743 --> 00:21:06.545
impressions.

00:21:07.659 --> 00:21:09.519
which means more people walking by the

00:21:09.559 --> 00:21:12.542
store and glancing into the window.

00:21:13.624 --> 00:21:16.086
I didn't necessarily see, not yet anyway,

00:21:16.125 --> 00:21:17.846
because sometimes the statistics are a

00:21:17.866 --> 00:21:18.948
little delayed two, three days.

00:21:18.968 --> 00:21:19.708
So I'll look again.

00:21:20.989 --> 00:21:23.991
I didn't see a giant spike in watch

00:21:24.031 --> 00:21:25.633
time or views.

00:21:25.752 --> 00:21:26.634
I saw impressions.

00:21:26.933 --> 00:21:28.815
So impressions would be super superficial.

00:21:29.276 --> 00:21:30.336
Views is a little deeper.

00:21:30.356 --> 00:21:31.657
That's people walking into the store.

00:21:32.137 --> 00:21:34.058
And then watch time is how long people

00:21:34.098 --> 00:21:35.621
come into the store.

00:21:36.834 --> 00:21:39.236
I on purpose made all these interviews in

00:21:39.276 --> 00:21:39.797
the past.

00:21:39.876 --> 00:21:41.077
I'd just be like, come by the booth.

00:21:41.097 --> 00:21:41.719
Let's talk.

00:21:41.798 --> 00:21:43.980
I was like super open ended because I

00:21:44.000 --> 00:21:45.922
was under the impression of sort of what

00:21:45.961 --> 00:21:47.143
the Washington Post was.

00:21:47.182 --> 00:21:47.923
Thirty years ago,

00:21:48.203 --> 00:21:49.785
ten thousand words is a better article

00:21:49.805 --> 00:21:50.726
than three thousand words.

00:21:51.307 --> 00:21:53.407
And now because of organizations like

00:21:53.448 --> 00:21:54.869
Politico or Axios, you know,

00:21:54.890 --> 00:21:56.871
the answer is actually the inverse.

00:21:56.891 --> 00:21:57.192
It's like,

00:21:57.332 --> 00:21:58.593
can you get to the point faster?

00:21:59.634 --> 00:22:01.095
You get me all that information faster.

00:22:01.993 --> 00:22:04.295
in a tenth of the words, that's better.

00:22:04.335 --> 00:22:05.256
And people value that.

00:22:05.615 --> 00:22:07.356
So I was doing ten and fifteen minute

00:22:07.376 --> 00:22:08.738
interviews at most.

00:22:08.758 --> 00:22:09.739
I'm like, give me the gist.

00:22:09.798 --> 00:22:11.380
And if there's more meat on the bone,

00:22:11.940 --> 00:22:12.760
we'll talk in a week.

00:22:12.881 --> 00:22:13.500
We'll do it when...

00:22:13.840 --> 00:22:15.942
Because that time was my biggest asset

00:22:16.403 --> 00:22:17.042
that I paid for.

00:22:17.423 --> 00:22:18.463
So I was doing... So again,

00:22:18.503 --> 00:22:19.944
twenty-nine episodes or twenty-nine

00:22:19.964 --> 00:22:21.766
interviews,

00:22:21.806 --> 00:22:23.606
ten to fifteen minutes a pop at most.

00:22:24.267 --> 00:22:26.308
What about your Facebook analytics,

00:22:26.328 --> 00:22:26.548
though?

00:22:26.669 --> 00:22:27.910
You showed me YouTube.

00:22:29.009 --> 00:22:29.190
I mean,

00:22:29.230 --> 00:22:31.291
the problem with YouTube is nobody...

00:22:32.577 --> 00:22:34.979
like it's really hard to get therapists to

00:22:35.038 --> 00:22:36.640
watch stuff on YouTube,

00:22:36.960 --> 00:22:38.700
but I'm curious about Facebook.

00:22:38.720 --> 00:22:39.661
Well, I can take a look.

00:22:39.681 --> 00:22:39.760
Yeah.

00:22:39.820 --> 00:22:41.662
Cause, cause I mean, why?

00:22:41.721 --> 00:22:41.961
Because,

00:22:42.182 --> 00:22:44.103
because YouTube isn't really a social

00:22:44.143 --> 00:22:44.643
platform.

00:22:45.403 --> 00:22:46.022
I don't know.

00:22:46.123 --> 00:22:48.223
I've just never had much experience.

00:22:48.304 --> 00:22:50.984
My Medicare channels always been like,

00:22:51.484 --> 00:22:53.965
ten or twelve thousand views where,

00:22:54.207 --> 00:22:55.747
you know,

00:22:55.866 --> 00:22:57.708
I could get that on in a day

00:22:57.788 --> 00:23:00.189
on Facebook for the same topics.

00:23:01.468 --> 00:23:02.568
Yeah, I mean, you can see.

00:23:02.769 --> 00:23:02.949
I mean,

00:23:03.209 --> 00:23:04.549
I'm just an amateur at reading this,

00:23:04.589 --> 00:23:07.932
but definitely a spike on the eighth.

00:23:07.972 --> 00:23:09.273
That wasn't from CSM,

00:23:09.294 --> 00:23:11.096
but then these are just slowly climbing.

00:23:11.155 --> 00:23:13.196
So yeah, normal on the thirteenth.

00:23:14.557 --> 00:23:15.118
So that's the thing.

00:23:15.179 --> 00:23:16.118
Normal on the thirteenth.

00:23:16.138 --> 00:23:18.641
The thirteenth was Friday.

00:23:19.301 --> 00:23:19.961
I started here.

00:23:21.324 --> 00:23:23.085
So on the twelfth, five thousand views.

00:23:23.105 --> 00:23:25.125
So average, average, average,

00:23:25.287 --> 00:23:26.827
above average, above average,

00:23:27.008 --> 00:23:27.627
above average.

00:23:27.969 --> 00:23:29.349
So maybe it's just delayed?

00:23:30.559 --> 00:23:31.520
And those reviews,

00:23:31.540 --> 00:23:32.241
what else can I look at?

00:23:32.362 --> 00:23:34.925
Engagement went down.

00:23:36.227 --> 00:23:38.570
But that could just be one engaging reel.

00:23:39.306 --> 00:23:41.949
yeah that that causes a huge spike right

00:23:42.028 --> 00:23:44.891
net followers followers went up that went

00:23:44.911 --> 00:23:46.593
up to a thousand percent over the last

00:23:46.692 --> 00:23:49.255
month which i i've put more effort into

00:23:49.275 --> 00:23:50.696
facebook because you're putting more

00:23:50.737 --> 00:23:52.137
effort into facebook just see if i get

00:23:52.157 --> 00:23:54.579
the same result yeah over over the same

00:23:54.621 --> 00:23:57.643
time period like so total followers

00:23:57.884 --> 00:23:59.384
engagement they'll give me a couple

00:23:59.424 --> 00:24:02.347
metrics i don't know yeah it doesn't look

00:24:05.939 --> 00:24:06.159
Yeah.

00:24:06.278 --> 00:24:07.059
I mean, normal, normal,

00:24:07.099 --> 00:24:10.163
normal spike to spike yesterday and the

00:24:10.202 --> 00:24:11.304
day before when I left.

00:24:11.584 --> 00:24:12.845
But maybe that's how long it takes people

00:24:12.865 --> 00:24:13.404
to react.

00:24:13.465 --> 00:24:13.786
I don't know.

00:24:14.266 --> 00:24:14.846
Yeah.

00:24:14.906 --> 00:24:17.209
And I would think Facebook now is like

00:24:17.409 --> 00:24:20.050
as they get enough information to see

00:24:20.090 --> 00:24:21.031
who's watching,

00:24:21.071 --> 00:24:22.753
then they can push it and put it

00:24:22.814 --> 00:24:24.575
in front of the right people later.

00:24:25.035 --> 00:24:25.655
Right.

00:24:25.675 --> 00:24:26.596
Who are going to watch it.

00:24:27.546 --> 00:24:27.945
Yeah.

00:24:28.426 --> 00:24:31.269
So, yeah, I tuned into a bunch.

00:24:31.509 --> 00:24:32.288
I commented,

00:24:32.348 --> 00:24:34.290
but I'm in the middle of patient care.

00:24:34.371 --> 00:24:36.971
So I watched twenty seconds and then I

00:24:37.011 --> 00:24:37.792
get away from it,

00:24:38.212 --> 00:24:39.894
which which also I have to make sure

00:24:39.913 --> 00:24:40.515
I understand.

00:24:40.615 --> 00:24:40.855
Right.

00:24:40.914 --> 00:24:42.375
Like doing this stuff during the day.

00:24:42.915 --> 00:24:45.417
I used to four or five years ago,

00:24:45.919 --> 00:24:48.180
I would do all my interviews once going

00:24:48.240 --> 00:24:51.682
live was a thing and easy enough to

00:24:51.721 --> 00:24:51.863
do.

00:24:52.930 --> 00:24:55.431
I would only do interviews at like six,

00:24:55.471 --> 00:24:58.153
seven o'clock at night on the East Coast.

00:24:58.292 --> 00:25:00.334
And I saw no increase in engagement

00:25:00.354 --> 00:25:00.874
whatsoever.

00:25:01.273 --> 00:25:02.815
I did see a decrease in engagement in

00:25:02.835 --> 00:25:04.415
my social life because there I am sitting

00:25:04.435 --> 00:25:05.797
there at six, seven o'clock at night.

00:25:06.676 --> 00:25:08.617
I'd have to either do something and run

00:25:08.698 --> 00:25:11.078
home to interview someone, which sucks,

00:25:12.579 --> 00:25:14.661
or cut the night short, which sucks.

00:25:14.681 --> 00:25:15.701
So I stopped doing that.

00:25:15.961 --> 00:25:17.542
What I started doing was recording things.

00:25:18.303 --> 00:25:19.624
And then using the program we're using

00:25:19.683 --> 00:25:20.644
here, StreamYard,

00:25:20.864 --> 00:25:22.765
and more programs will do it than this.

00:25:23.305 --> 00:25:24.345
It'll go live later.

00:25:25.006 --> 00:25:25.726
Yeah.

00:25:25.786 --> 00:25:26.905
I've got like three interviews I got to

00:25:26.926 --> 00:25:27.527
do today.

00:25:28.346 --> 00:25:29.627
I don't know if I'll live stream them,

00:25:30.067 --> 00:25:33.449
but I'll record them and then StreamYard

00:25:33.469 --> 00:25:35.130
will then make it act.

00:25:35.410 --> 00:25:37.711
The term in broadcast is live to tape.

00:25:38.345 --> 00:25:39.405
So it was, it is live.

00:25:39.425 --> 00:25:40.507
I'm not really editing anything.

00:25:40.586 --> 00:25:41.428
It's just going to come out later.

00:25:41.448 --> 00:25:42.208
It's like, you know,

00:25:42.489 --> 00:25:44.810
the first time I realized David Letterman,

00:25:45.290 --> 00:25:46.991
when he walked outside his studio to do

00:25:47.031 --> 00:25:48.394
something weird on the street, I'm like,

00:25:48.473 --> 00:25:49.694
it's eleven o'clock at night.

00:25:49.775 --> 00:25:50.095
How is it?

00:25:50.394 --> 00:25:52.176
How is it light out in Manhattan?

00:25:52.196 --> 00:25:54.278
It's like, dude, that show, that show,

00:25:54.939 --> 00:25:55.920
that show filmed at noon.

00:25:55.960 --> 00:25:58.162
I'm like, oh, God,

00:25:58.221 --> 00:25:59.742
I didn't understand that.

00:26:00.324 --> 00:26:02.244
Recorded live, recorded live,

00:26:02.285 --> 00:26:02.865
live to tape.

00:26:05.140 --> 00:26:08.804
So real quick, you mentioned Larry Benz.

00:26:08.983 --> 00:26:10.185
Yeah.

00:26:10.306 --> 00:26:12.387
He had, and I didn't,

00:26:12.508 --> 00:26:13.628
I don't remember much of it,

00:26:13.669 --> 00:26:16.732
but he had talked about an accelerated DPT

00:26:16.772 --> 00:26:18.434
program going to five years,

00:26:18.474 --> 00:26:20.196
three years undergrad, I think.

00:26:20.257 --> 00:26:20.356
And,

00:26:21.998 --> 00:26:23.439
um did you guys talk about that at

00:26:23.499 --> 00:26:25.199
all when you talked or worked with him

00:26:25.479 --> 00:26:27.700
we haven't yet uh well we did no

00:26:27.759 --> 00:26:28.880
sorry we did a little bit when i

00:26:28.920 --> 00:26:30.941
had him and uh and tim flynn and

00:26:30.961 --> 00:26:32.442
john childs on there i mean there are

00:26:32.481 --> 00:26:35.261
programs that do three and three yeah all

00:26:35.281 --> 00:26:38.383
they're saying is like guys there's some

00:26:38.423 --> 00:26:39.784
stuff we can get rid of right i

00:26:39.804 --> 00:26:41.884
mean i remember the first time you know

00:26:42.285 --> 00:26:44.704
shout out to andrew guccioni who many

00:26:44.724 --> 00:26:47.986
people probably don't know but he's an

00:26:48.066 --> 00:26:49.586
interesting dude in academics

00:26:50.769 --> 00:26:52.509
And I had just met him when I

00:26:52.529 --> 00:26:53.130
was a student.

00:26:53.210 --> 00:26:54.590
But again, I'm a second career student.

00:26:54.990 --> 00:26:55.991
And this guy, Andrew Guccione,

00:26:56.011 --> 00:26:56.771
was just walking around.

00:26:56.832 --> 00:26:58.492
And his favorite term was bloat.

00:26:59.473 --> 00:26:59.733
He's like,

00:26:59.773 --> 00:27:00.953
there's just stuff in here that doesn't

00:27:00.973 --> 00:27:01.634
need to be here.

00:27:01.875 --> 00:27:04.415
And that was coming from an academic.

00:27:05.396 --> 00:27:06.096
He was like, yes,

00:27:06.317 --> 00:27:07.877
let's get all this stuff that doesn't need

00:27:07.897 --> 00:27:08.397
to be here.

00:27:08.897 --> 00:27:10.638
And let's spend more time working on stuff

00:27:10.659 --> 00:27:11.740
that does need to be here.

00:27:12.279 --> 00:27:13.681
And then when we look at the bottom,

00:27:14.320 --> 00:27:15.602
when the nuts and bolts shake out,

00:27:16.868 --> 00:27:18.509
is it, does it need even a three,

00:27:18.691 --> 00:27:19.010
a three?

00:27:19.050 --> 00:27:20.571
And I think sacred heart is a three

00:27:20.592 --> 00:27:23.575
and three.

00:27:23.615 --> 00:27:25.036
What they're saying is a three and two.

00:27:25.056 --> 00:27:26.416
Yeah.

00:27:26.457 --> 00:27:27.857
They're saying like, you know,

00:27:27.938 --> 00:27:29.980
in five years you'll get a bachelor's

00:27:30.000 --> 00:27:32.362
degree and a doctorate,

00:27:32.402 --> 00:27:33.583
but you've got to know what you're doing.

00:27:34.124 --> 00:27:35.003
You got to know you're doing that when

00:27:35.023 --> 00:27:36.184
you walk in, which is fine.

00:27:36.204 --> 00:27:37.425
Cause a lot of, I mean, geez,

00:27:37.586 --> 00:27:38.948
I get DM from so many,

00:27:38.988 --> 00:27:41.269
like I get DM from high school students.

00:27:42.192 --> 00:27:42.712
Because now they're like,

00:27:42.732 --> 00:27:43.653
what do I do with my life?

00:27:43.673 --> 00:27:44.734
And their life is online.

00:27:44.755 --> 00:27:46.915
So they Google physical therapy and they

00:27:46.955 --> 00:27:50.157
wind up with me talking in circles.

00:27:50.238 --> 00:27:50.798
And they're like, all right,

00:27:50.817 --> 00:27:51.538
you're the authority.

00:27:51.578 --> 00:27:53.160
I'm like, well, first of all, no,

00:27:53.220 --> 00:27:53.619
I'm not.

00:27:54.279 --> 00:27:56.342
But they're understanding what they're

00:27:56.362 --> 00:27:56.801
looking to do.

00:27:57.041 --> 00:27:58.522
You've seen it in Facebook groups.

00:27:59.182 --> 00:28:00.743
I'm a freshman in college.

00:28:00.784 --> 00:28:01.765
I'm thinking about doing this.

00:28:03.083 --> 00:28:04.084
What I don't appreciate is when people

00:28:04.104 --> 00:28:05.503
just start dogpiling on and just,

00:28:05.624 --> 00:28:05.805
you know,

00:28:05.825 --> 00:28:08.086
started like dumping on the profession or

00:28:08.125 --> 00:28:09.326
like trying to talk the kid out of

00:28:09.385 --> 00:28:09.707
something.

00:28:09.767 --> 00:28:10.047
I'm like,

00:28:10.067 --> 00:28:12.387
that's not what they're asking you.

00:28:12.688 --> 00:28:14.628
So climb off your,

00:28:15.349 --> 00:28:16.730
climb off your pedestal and,

00:28:17.230 --> 00:28:19.031
and come on down and answer the question

00:28:19.051 --> 00:28:19.912
that's actually being asked.

00:28:19.971 --> 00:28:24.355
Well, you know, what's crazy to me, Dr.

00:28:24.434 --> 00:28:25.474
Scott Davis.

00:28:25.535 --> 00:28:27.076
Now I've never met him personally.

00:28:27.836 --> 00:28:29.297
I think I've shared his name with you

00:28:29.336 --> 00:28:29.917
before.

00:28:30.157 --> 00:28:31.699
He's got a Tik TOK channel.

00:28:33.105 --> 00:28:34.606
He talks about all stuff.

00:28:34.666 --> 00:28:36.567
I believe he's been involved in academics.

00:28:36.647 --> 00:28:39.490
I believe he's been involved in like APTA

00:28:39.569 --> 00:28:40.590
and all of it.

00:28:41.250 --> 00:28:42.090
His thing,

00:28:42.131 --> 00:28:45.953
his response to the accelerated idea was

00:28:45.993 --> 00:28:47.034
that, quote,

00:28:47.054 --> 00:28:49.576
there isn't enough research to suggest

00:28:49.635 --> 00:28:52.196
that we can do that.

00:28:52.257 --> 00:28:52.457
Great.

00:28:52.477 --> 00:28:56.199
He wants research to confirm that we can

00:28:56.259 --> 00:28:59.320
reduce the amount of time it takes for

00:28:59.681 --> 00:29:01.883
a therapist to get an education and start

00:29:01.903 --> 00:29:02.222
treating.

00:29:03.116 --> 00:29:04.117
That's insane to me.

00:29:04.278 --> 00:29:05.159
That's insane to me.

00:29:05.179 --> 00:29:06.601
Completely.

00:29:06.621 --> 00:29:08.201
I have no research that going outside

00:29:08.241 --> 00:29:09.884
today will help me have a good day,

00:29:09.903 --> 00:29:11.086
so I'm going to stay inside all day.

00:29:11.546 --> 00:29:12.686
Like, seriously?

00:29:13.788 --> 00:29:15.190
Ben's saying you can choose a program like

00:29:15.250 --> 00:29:16.872
Florida Gulf Coast,

00:29:17.352 --> 00:29:20.335
and at least it's not crazy expensive.

00:29:20.435 --> 00:29:20.635
I mean...

00:29:21.738 --> 00:29:21.998
You know,

00:29:22.157 --> 00:29:24.798
I actually was I got accepted to Florida

00:29:24.818 --> 00:29:25.519
Gulf Coast,

00:29:25.819 --> 00:29:28.941
but I think I choose chose FIU because

00:29:29.540 --> 00:29:32.182
Florida Gulf Coast took summer off.

00:29:32.741 --> 00:29:34.883
And so I could go through FIU and

00:29:35.022 --> 00:29:36.544
get out six months quicker.

00:29:37.423 --> 00:29:39.045
So you saw with them more people and

00:29:39.065 --> 00:29:40.545
programs pushed towards a cash base,

00:29:40.585 --> 00:29:41.806
the more you question why you need the

00:29:41.826 --> 00:29:42.246
degree at all.

00:29:42.897 --> 00:29:44.459
Yeah, a hundred percent.

00:29:44.499 --> 00:29:45.559
We've said this, you know,

00:29:45.579 --> 00:29:46.339
you've said this before.

00:29:46.359 --> 00:29:47.101
And as soon as you said it,

00:29:47.121 --> 00:29:48.402
I was like, yeah, it's like,

00:29:48.422 --> 00:29:49.643
I know it protects the public.

00:29:49.663 --> 00:29:52.523
I'm like, okay, take the smart, take,

00:29:53.305 --> 00:29:56.646
take objectively and subjectively the best

00:29:56.727 --> 00:29:57.587
physical therapist.

00:29:57.607 --> 00:29:58.548
I know there's no such thing.

00:29:59.009 --> 00:30:02.250
Let's pretend there is the Captain America

00:30:02.730 --> 00:30:03.511
of PT.

00:30:03.771 --> 00:30:05.593
This person, everything they do is right.

00:30:05.673 --> 00:30:06.513
It's evidence-based.

00:30:06.733 --> 00:30:07.394
Patients love them.

00:30:07.714 --> 00:30:08.535
Everything's great.

00:30:08.775 --> 00:30:11.237
This is Captain America plus Superman,

00:30:11.616 --> 00:30:11.896
right?

00:30:12.218 --> 00:30:12.758
Perfect.

00:30:14.199 --> 00:30:16.160
we yank their license away from them for

00:30:16.200 --> 00:30:19.561
no reason we just take it away are

00:30:19.602 --> 00:30:21.702
they not exactly who they were three

00:30:21.722 --> 00:30:24.045
minutes before that right are they not

00:30:24.085 --> 00:30:27.326
they can't bill insurance okay but people

00:30:27.346 --> 00:30:28.207
will still go out of their way to

00:30:28.247 --> 00:30:30.509
seek that person they still follow all the

00:30:30.548 --> 00:30:30.949
evidence

00:30:32.507 --> 00:30:34.028
They can't bill insurance.

00:30:34.067 --> 00:30:37.192
The reason I got my physical therapy

00:30:37.231 --> 00:30:39.434
degree was so I can bill insurance.

00:30:40.096 --> 00:30:42.900
I promise you, I did not know less.

00:30:43.885 --> 00:30:45.807
I was already a business owner.

00:30:45.967 --> 00:30:47.547
I was already involved.

00:30:48.047 --> 00:30:48.787
So it's like,

00:30:49.047 --> 00:30:51.367
the thing is now once insurance is going

00:30:51.407 --> 00:30:52.107
to zero,

00:30:52.667 --> 00:30:55.808
what is the actual benefit of having a

00:30:55.868 --> 00:30:56.548
DPT?

00:30:57.009 --> 00:30:58.930
What is the benefit of having the license?

00:30:59.470 --> 00:31:02.250
What if you took seven years, five years,

00:31:03.330 --> 00:31:05.050
uh, in, you know,

00:31:05.211 --> 00:31:07.791
investment and you went and followed the

00:31:07.852 --> 00:31:10.212
best clinicians out in the real world,

00:31:10.252 --> 00:31:11.573
but not even just clinicians,

00:31:12.082 --> 00:31:13.281
Best strength coaches,

00:31:13.362 --> 00:31:15.323
best massage therapists,

00:31:15.363 --> 00:31:16.462
best chiropractors.

00:31:16.522 --> 00:31:17.123
And you said, hey,

00:31:17.483 --> 00:31:19.104
I'll pay you twenty thousand dollars.

00:31:19.243 --> 00:31:20.964
Let me just be your shadow for,

00:31:21.305 --> 00:31:22.404
you know, three months.

00:31:22.845 --> 00:31:24.526
Let me learn everything that you do,

00:31:24.586 --> 00:31:26.145
why you do it, how you do it.

00:31:27.105 --> 00:31:29.386
And like you would be phenomenal.

00:31:30.599 --> 00:31:33.761
I saw Mike Reinhold for the first time

00:31:33.781 --> 00:31:34.241
in person.

00:31:34.642 --> 00:31:36.942
This is kind of cool when you walk

00:31:36.982 --> 00:31:38.042
by and like sitting at the bar.

00:31:38.304 --> 00:31:38.564
But like,

00:31:38.663 --> 00:31:40.664
imagine that you got someone like Mike

00:31:40.704 --> 00:31:41.085
Reinhold,

00:31:41.724 --> 00:31:44.707
who you can't Google something really in

00:31:44.767 --> 00:31:47.688
sports PT without landing on his page.

00:31:47.768 --> 00:31:50.828
He's been doing live streams for close to

00:31:50.848 --> 00:31:51.309
a decade.

00:31:51.329 --> 00:31:52.069
Right.

00:31:53.674 --> 00:31:54.935
he could just turn on and be like,

00:31:55.256 --> 00:31:57.637
I'm doing a, give it a name,

00:31:57.657 --> 00:31:58.077
give it a name.

00:31:58.117 --> 00:31:58.719
It's common, right?

00:31:58.778 --> 00:32:01.441
A preceptorship and apprenticeship.

00:32:01.740 --> 00:32:06.825
And I've got three spots and you know,

00:32:07.786 --> 00:32:10.288
it costs this or you work or it's

00:32:10.327 --> 00:32:11.749
like how it is with a residency or

00:32:11.788 --> 00:32:13.931
a fellowship come in with a, with a,

00:32:13.971 --> 00:32:16.011
with a kinesiology degree or a

00:32:16.051 --> 00:32:17.032
biomechanics degree.

00:32:19.365 --> 00:32:19.905
Jason's saying,

00:32:19.946 --> 00:32:21.307
wasn't there someone from the CSP?

00:32:21.347 --> 00:32:24.769
That's the UK's APTA chartered society of

00:32:24.789 --> 00:32:25.411
physical therapists.

00:32:26.412 --> 00:32:27.992
Uh, there was, I didn't bump into them.

00:32:28.393 --> 00:32:30.015
UK degrees have been four years forever

00:32:31.236 --> 00:32:32.396
and they're really respect.

00:32:32.436 --> 00:32:34.417
I mean, highly respected again.

00:32:35.979 --> 00:32:36.839
Do you shake up the syllabus?

00:32:37.140 --> 00:32:38.320
I'm not an academics though.

00:32:38.441 --> 00:32:40.502
I get in trouble as most people do

00:32:40.742 --> 00:32:42.084
when you start talking out of your lane,

00:32:42.484 --> 00:32:43.846
but I'm a podcaster.

00:32:43.865 --> 00:32:44.425
That's my lane.

00:32:44.906 --> 00:32:45.007
Um,

00:32:46.481 --> 00:32:48.722
But it was interesting to note that...

00:32:49.042 --> 00:32:50.702
So Jason taught me research, by the way.

00:32:50.843 --> 00:32:51.943
He's my research professor.

00:32:52.683 --> 00:32:53.804
He made me understand research.

00:32:53.824 --> 00:32:54.285
He's like, Jimmy,

00:32:54.664 --> 00:32:55.625
and he has an Irish accent.

00:32:55.704 --> 00:32:56.224
I can't do it,

00:32:56.384 --> 00:32:57.566
but it sounds smarter when they say it.

00:32:57.945 --> 00:32:58.246
He's like,

00:32:58.506 --> 00:32:59.786
you just got to figure out what are

00:32:59.806 --> 00:33:00.346
they saying.

00:33:02.047 --> 00:33:02.626
so what?

00:33:03.048 --> 00:33:03.567
What does it matter?

00:33:03.688 --> 00:33:04.127
Now what?

00:33:04.147 --> 00:33:04.627
What are we going to do?

00:33:04.888 --> 00:33:05.749
Is it going to change anything?

00:33:05.788 --> 00:33:06.548
So I was like, oh,

00:33:06.568 --> 00:33:07.589
once you broke it down to what,

00:33:07.650 --> 00:33:08.250
so what, now what?

00:33:08.269 --> 00:33:09.830
I was like, oh, I got this.

00:33:10.290 --> 00:33:10.750
But to me,

00:33:10.810 --> 00:33:12.852
research was confusing and daunting and I

00:33:12.872 --> 00:33:14.893
had every little nuance.

00:33:14.913 --> 00:33:16.513
It was like, it's what, so what,

00:33:17.094 --> 00:33:17.473
now what?

00:33:17.513 --> 00:33:19.855
That's all that matters.

00:33:20.115 --> 00:33:22.036
I think looking outside is probably a

00:33:22.076 --> 00:33:22.715
great idea.

00:33:22.916 --> 00:33:23.116
I mean,

00:33:23.217 --> 00:33:27.097
Jason was trained overseas in Ireland.

00:33:27.739 --> 00:33:29.980
Someone else is probably doing it more

00:33:30.019 --> 00:33:30.519
efficiently.

00:33:31.431 --> 00:33:34.672
In the US, we definitely do things bigger,

00:33:35.211 --> 00:33:36.592
louder, and more expensive.

00:33:36.652 --> 00:33:38.653
We are very, very good at bigger, louder,

00:33:38.692 --> 00:33:39.333
more expensive.

00:33:39.492 --> 00:33:40.472
We're very good at that.

00:33:41.752 --> 00:33:43.193
I got a chance to talk to some

00:33:43.213 --> 00:33:44.273
people from World Physio,

00:33:44.413 --> 00:33:45.253
World Physiotherapy.

00:33:47.375 --> 00:33:50.776
I found out about them during PT school.

00:33:50.875 --> 00:33:52.435
So if APTA is our

00:33:55.267 --> 00:33:56.126
it's the United nations.

00:33:56.207 --> 00:33:57.587
It's like, there's a delegation from,

00:33:57.748 --> 00:33:57.948
I think,

00:33:57.968 --> 00:33:59.068
a hundred and twenty nine countries.

00:33:59.469 --> 00:34:00.528
So a hundred and twenty nine different

00:34:00.568 --> 00:34:02.710
countries have their own version of APTA

00:34:03.250 --> 00:34:04.871
and they come together at world physio.

00:34:05.511 --> 00:34:07.732
And that is the worldwide organization for

00:34:07.752 --> 00:34:08.452
physical therapy.

00:34:09.032 --> 00:34:10.994
They have a Congress every two years and

00:34:11.054 --> 00:34:14.335
they're going to Guadalajara in twenty

00:34:14.376 --> 00:34:14.695
seven.

00:34:14.976 --> 00:34:16.336
So maybe we have the sports center desk

00:34:16.396 --> 00:34:17.237
in Guadalajara.

00:34:17.456 --> 00:34:17.976
Maybe we do it.

00:34:18.016 --> 00:34:19.418
Maybe we do an international event before

00:34:19.438 --> 00:34:20.978
we do an American event.

00:34:20.998 --> 00:34:21.378
I don't know.

00:34:22.159 --> 00:34:23.599
And then Lisbon, let's go to Portugal.

00:34:27.574 --> 00:34:29.193
What other topics do we have?

00:34:29.213 --> 00:34:30.074
I got nothing, man.

00:34:30.155 --> 00:34:30.335
I mean,

00:34:30.414 --> 00:34:31.715
I flew back on the plane and I

00:34:31.735 --> 00:34:33.775
was going to do all this prep.

00:34:33.795 --> 00:34:38.297
And I wound up staying awake until two

00:34:38.317 --> 00:34:39.956
in the morning because I'm on West Coast

00:34:39.996 --> 00:34:40.617
time still.

00:34:42.217 --> 00:34:44.217
I'm dragging out of bed super early,

00:34:44.257 --> 00:34:45.297
but I'm still on West Coast time.

00:34:45.318 --> 00:34:46.878
And that's why I think I released five

00:34:46.918 --> 00:34:49.599
or six episodes already from CSM via

00:34:49.639 --> 00:34:50.338
podcast.

00:34:50.800 --> 00:34:52.320
I'll do the rest throughout the week, but.

00:34:53.021 --> 00:34:54.561
I'm burnt and I got nothing.

00:34:55.302 --> 00:34:56.222
Dave's on vacation.

00:34:56.242 --> 00:34:57.023
We haven't mentioned that.

00:34:57.063 --> 00:34:58.163
Dave's in Florida, right?

00:34:58.202 --> 00:35:00.543
Florida or something.

00:35:00.563 --> 00:35:01.505
And Puerto Rico.

00:35:02.065 --> 00:35:04.806
Puerto Rico.

00:35:04.865 --> 00:35:07.487
So if you want to pull up,

00:35:07.547 --> 00:35:08.367
if you can get it,

00:35:08.686 --> 00:35:11.409
the screenshot I sent you this morning,

00:35:13.068 --> 00:35:14.650
a popular topic, obviously.

00:35:14.670 --> 00:35:16.311
And I think you mentioned I've been

00:35:16.371 --> 00:35:19.592
working like crazy to understand Facebook

00:35:19.871 --> 00:35:21.992
more than the other platforms right now.

00:35:22.608 --> 00:35:23.949
Yeah.

00:35:23.969 --> 00:35:24.570
And why?

00:35:24.909 --> 00:35:26.251
Because it's returning higher?

00:35:26.550 --> 00:35:26.952
Yes.

00:35:27.172 --> 00:35:29.092
It's giving me the biggest bang for my

00:35:29.134 --> 00:35:29.434
buck.

00:35:30.735 --> 00:35:33.336
And I've learned some really amazing stuff

00:35:33.376 --> 00:35:35.338
that I don't think anybody here knows.

00:35:36.259 --> 00:35:39.081
So I was averaging,

00:35:40.242 --> 00:35:41.364
I would say one to three,

00:35:41.583 --> 00:35:43.965
one to three posts a day.

00:35:43.985 --> 00:35:45.387
And what I might do is do three

00:35:45.407 --> 00:35:46.128
posts a day,

00:35:46.820 --> 00:35:48.960
for five days and then like nothing on

00:35:49.001 --> 00:35:49.820
the weekends.

00:35:49.902 --> 00:35:52.842
And so it would average one to three

00:35:53.463 --> 00:35:54.503
over seven days.

00:35:54.583 --> 00:35:57.664
But, um, and I was getting good growth.

00:35:57.744 --> 00:35:59.967
I was adding five or six thousand

00:36:00.007 --> 00:36:01.547
followers monthly.

00:36:04.088 --> 00:36:07.510
But, um, what are you looking for?

00:36:07.570 --> 00:36:09.251
Where, where, where am I?

00:36:09.271 --> 00:36:10.271
Yeah, I'm trying to make it bigger.

00:36:10.291 --> 00:36:14.634
I'll figure it out.

00:36:14.673 --> 00:36:14.994
Keep going.

00:36:15.329 --> 00:36:16.110
Okay.

00:36:16.130 --> 00:36:18.432
So plus Facebook is monetized.

00:36:18.472 --> 00:36:19.914
So they pay you ad revenue.

00:36:19.974 --> 00:36:21.155
Plus they have bonuses.

00:36:21.215 --> 00:36:22.856
I just got a three hundred and thirty

00:36:22.896 --> 00:36:24.257
seven dollar bonus.

00:36:25.057 --> 00:36:27.278
I got a bonus because I got paid

00:36:27.340 --> 00:36:29.460
a thousand dollars in ad revenue in a

00:36:29.501 --> 00:36:29.780
week.

00:36:29.840 --> 00:36:31.543
Like it's a crazy thing.

00:36:33.664 --> 00:36:34.385
But anyway,

00:36:34.784 --> 00:36:37.648
so I've been working on figuring this out

00:36:37.688 --> 00:36:38.047
because.

00:36:38.648 --> 00:36:38.929
You know,

00:36:38.949 --> 00:36:41.251
there's huge value in building a Facebook

00:36:41.291 --> 00:36:41.650
page,

00:36:41.690 --> 00:36:43.273
especially if you're outpatient

00:36:43.333 --> 00:36:43.992
orthopedic.

00:36:44.494 --> 00:36:46.195
This is your target demographic.

00:36:46.275 --> 00:36:48.197
You know, we treat adults,

00:36:48.277 --> 00:36:49.617
adult geriatric.

00:36:50.798 --> 00:36:53.101
They or their adult children are on

00:36:53.181 --> 00:36:55.161
Facebook more than other platforms.

00:36:55.862 --> 00:36:59.545
So I increased my publishing cadence to

00:36:59.686 --> 00:37:00.887
ten posts a day.

00:37:02.157 --> 00:37:05.679
I added posting photos and a couple

00:37:05.739 --> 00:37:07.942
text-only posts,

00:37:07.961 --> 00:37:09.143
which are doing really great.

00:37:10.244 --> 00:37:13.567
I would say right now, since February one,

00:37:14.726 --> 00:37:17.028
we went from averaging like three million

00:37:17.048 --> 00:37:17.809
views a month,

00:37:17.849 --> 00:37:19.231
and that's usually because one or two

00:37:19.271 --> 00:37:23.134
posts would take off, to we just crossed,

00:37:23.333 --> 00:37:23.695
I think it was,

00:37:23.755 --> 00:37:26.056
eleven million views this morning on the

00:37:26.097 --> 00:37:27.018
last four weeks.

00:37:27.038 --> 00:37:29.559
Those are wild numbers, man.

00:37:29.579 --> 00:37:29.760
Yeah.

00:37:30.518 --> 00:37:32.998
Revenue is two thousand dollars on the

00:37:33.039 --> 00:37:33.898
last four weeks,

00:37:33.938 --> 00:37:37.980
but that includes a three hundred and

00:37:38.000 --> 00:37:39.500
thirty seven dollar bonus.

00:37:40.579 --> 00:37:42.440
So no big deal.

00:37:42.460 --> 00:37:43.360
Don't worry about it.

00:37:44.201 --> 00:37:44.960
And like I said,

00:37:45.181 --> 00:37:49.141
we are gaining between five and seven

00:37:49.202 --> 00:37:52.603
thousand followers monthly.

00:37:52.643 --> 00:37:55.103
So I think we just crossed sixty thousand

00:37:55.463 --> 00:37:57.384
followers for reference.

00:37:58.364 --> 00:38:01.367
January, two thousand twenty five.

00:38:02.126 --> 00:38:04.849
We were at about two thousand followers.

00:38:06.250 --> 00:38:08.110
So just over a year now,

00:38:08.130 --> 00:38:09.351
a year and two months.

00:38:10.032 --> 00:38:12.072
How many things that you've created are

00:38:12.092 --> 00:38:13.893
amazing?

00:38:13.954 --> 00:38:14.333
None of it.

00:38:14.594 --> 00:38:15.054
None of it.

00:38:15.655 --> 00:38:16.094
None of it.

00:38:17.556 --> 00:38:18.257
But here's the thing.

00:38:18.317 --> 00:38:21.778
This is what I am still scared to

00:38:21.858 --> 00:38:23.039
fully embrace this.

00:38:24.420 --> 00:38:26.722
So I use AI, I use ChatGPT,

00:38:26.862 --> 00:38:27.963
I go back and forth,

00:38:28.023 --> 00:38:29.684
I take screenshots of my analytics,

00:38:29.724 --> 00:38:32.447
I put it into ChatGPT, I say, hey,

00:38:32.527 --> 00:38:34.228
give me some help analyzing this,

00:38:34.268 --> 00:38:37.773
help me develop kind of a strategy.

00:38:37.952 --> 00:38:39.954
And one of the things that ChatGPT

00:38:40.034 --> 00:38:41.577
continues to say is,

00:38:42.704 --> 00:38:47.047
republish your old content yeah and i was

00:38:47.068 --> 00:38:48.929
like wait a minute what about duplicate

00:38:48.969 --> 00:38:51.371
content don't i thought platforms hate

00:38:51.451 --> 00:38:54.112
duplicate content and they said well don't

00:38:54.152 --> 00:38:55.974
publish the same video three and four

00:38:56.014 --> 00:38:57.034
times a week

00:38:59.034 --> 00:39:00.916
But if you go back a couple months,

00:39:01.396 --> 00:39:03.317
you go back nine months,

00:39:03.536 --> 00:39:05.456
and you grab a video that did well

00:39:05.496 --> 00:39:07.358
then and publish it now,

00:39:08.117 --> 00:39:11.039
you are going to get – there's no

00:39:11.119 --> 00:39:11.699
penalty.

00:39:12.079 --> 00:39:14.739
You're going to get – Are you changing

00:39:14.760 --> 00:39:16.481
things like the title, the caption?

00:39:16.561 --> 00:39:18.320
Are you changing the length of the –

00:39:17.800 --> 00:39:19.181
are you trimming the video at all?

00:39:19.242 --> 00:39:21.863
So maybe like to try to like –

00:39:20.822 --> 00:39:23.682
Usually, I will change what I post.

00:39:23.722 --> 00:39:25.943
So like I used to –

00:39:27.096 --> 00:39:29.376
post a long narrative with it just to

00:39:29.458 --> 00:39:33.840
optimize for the algorithm to understand

00:39:33.900 --> 00:39:36.603
what the video is about.

00:39:37.403 --> 00:39:40.726
Now it's like one sentence and that's it.

00:39:40.865 --> 00:39:41.887
I made it really short.

00:39:42.206 --> 00:39:45.429
Same exact video but I changed the post

00:39:45.449 --> 00:39:48.751
that goes out with the video.

00:39:48.771 --> 00:39:50.172
I'm going to see if I can come

00:39:50.253 --> 00:39:53.695
in here on my desktop and

00:39:54.516 --> 00:39:55.956
I mean, I went back.

00:39:55.996 --> 00:39:57.438
So what I do is I go into

00:39:57.597 --> 00:39:57.978
Meta.

00:39:59.257 --> 00:40:00.157
I go back.

00:40:02.759 --> 00:40:03.298
There we go.

00:40:05.360 --> 00:40:08.260
I limit the date range to like January,

00:40:08.300 --> 00:40:09.601
two thousand twenty five.

00:40:10.380 --> 00:40:11.800
I look at all the videos that were

00:40:11.860 --> 00:40:14.282
posted and then from there.

00:40:14.954 --> 00:40:16.556
I picked the ones that did well.

00:40:16.615 --> 00:40:17.755
I picked the ones that I want to

00:40:17.795 --> 00:40:18.456
repost.

00:40:19.277 --> 00:40:21.358
I download them because you can download

00:40:21.378 --> 00:40:21.518
them.

00:40:22.137 --> 00:40:22.818
I asked, I said,

00:40:22.838 --> 00:40:26.099
should I unlist or hide the old videos?

00:40:26.179 --> 00:40:27.501
And I said, no, don't do that.

00:40:27.561 --> 00:40:28.260
Don't delete them.

00:40:28.300 --> 00:40:29.302
Don't unlist them.

00:40:29.362 --> 00:40:30.101
Don't hide them.

00:40:32.862 --> 00:40:36.684
And it just said every platform is good

00:40:36.724 --> 00:40:37.905
with you doing that.

00:40:40.090 --> 00:40:41.271
They want the greatest hits.

00:40:41.472 --> 00:40:42.233
Why wouldn't you?

00:40:42.253 --> 00:40:44.074
They understand you can't get blood from a

00:40:44.135 --> 00:40:46.358
stone if it grows the channel.

00:40:47.293 --> 00:40:47.492
I mean,

00:40:47.572 --> 00:40:49.094
I walked through the bar at CSM a

00:40:49.134 --> 00:40:50.976
couple times and I got into arguments,

00:40:51.016 --> 00:40:51.556
not arguments,

00:40:51.576 --> 00:40:53.717
but people from that series that I did

00:40:54.137 --> 00:40:55.018
with the Avengers.

00:40:55.599 --> 00:40:55.960
Yeah.

00:40:56.019 --> 00:40:56.960
And people were like arguing,

00:40:57.161 --> 00:40:59.222
I don't think that, you know,

00:40:59.282 --> 00:41:00.623
home care would be this.

00:41:00.682 --> 00:41:02.304
I think they're actually, and I was like,

00:41:02.344 --> 00:41:03.184
how cool is that?

00:41:03.324 --> 00:41:05.967
Like people grabbed onto something enough

00:41:06.367 --> 00:41:07.648
that they're giving their opinion.

00:41:07.929 --> 00:41:11.731
Like they liked it enough to fight about

00:41:11.791 --> 00:41:11.871
it.

00:41:12.291 --> 00:41:13.233
That's when you know you're onto

00:41:13.253 --> 00:41:13.552
something.

00:41:13.572 --> 00:41:14.994
So I'm going to do more of that

00:41:15.014 --> 00:41:15.313
stuff.

00:41:15.375 --> 00:41:15.954
Don't worry about it.

00:41:17.478 --> 00:41:19.719
So this is your total therapy focusing on

00:41:19.739 --> 00:41:20.438
knee replacements?

00:41:20.759 --> 00:41:22.860
Which something you said to me earlier

00:41:22.920 --> 00:41:24.539
today in this episode,

00:41:25.079 --> 00:41:27.101
I wonder if I should change this from

00:41:27.221 --> 00:41:28.621
total therapy solutions,

00:41:28.661 --> 00:41:31.961
physical therapy to just Tony Maritato,

00:41:32.061 --> 00:41:32.882
Anthony Maritato,

00:41:32.943 --> 00:41:36.244
like branded me the business instead of

00:41:36.264 --> 00:41:36.724
the company.

00:41:37.664 --> 00:41:40.045
Wouldn't you also want to put like knee

00:41:40.364 --> 00:41:40.605
in it?

00:41:41.940 --> 00:41:42.480
Potentially.

00:41:42.500 --> 00:41:42.579
Yeah.

00:41:42.920 --> 00:41:43.519
Like I wonder,

00:41:44.101 --> 00:41:47.141
so there are several orthopedic surgeons

00:41:47.181 --> 00:41:50.682
who focus on knee replacement and that's

00:41:50.702 --> 00:41:52.983
what they do or have done.

00:41:53.322 --> 00:41:55.483
It's branded to them personally.

00:41:56.003 --> 00:41:57.065
I'll talk about that in a second.

00:41:57.744 --> 00:42:00.286
And, uh, the, you know,

00:42:00.385 --> 00:42:02.286
everything on the channel is knee

00:42:02.326 --> 00:42:03.806
replacement and they've got a million

00:42:04.086 --> 00:42:04.626
followers.

00:42:05.086 --> 00:42:05.186
Right.

00:42:05.206 --> 00:42:06.467
Cause you're the super you're an inch

00:42:06.507 --> 00:42:07.827
wide, but a mile deep.

00:42:07.907 --> 00:42:08.168
Right.

00:42:09.045 --> 00:42:10.806
So look, this is some of the stuff.

00:42:10.846 --> 00:42:12.266
I posted this this morning.

00:42:12.947 --> 00:42:14.268
Yeah, I stole some of this.

00:42:14.467 --> 00:42:18.389
I used to ask poll questions, but really,

00:42:18.469 --> 00:42:19.329
really deep.

00:42:20.170 --> 00:42:22.472
I'm almost like I'm a fake researcher.

00:42:23.032 --> 00:42:24.853
And then I started asking stupid, like,

00:42:24.992 --> 00:42:26.733
are you an APTA member currently?

00:42:26.914 --> 00:42:27.994
That's the only question.

00:42:28.114 --> 00:42:29.094
Yes, no.

00:42:29.454 --> 00:42:31.615
And those things get ten X the engagement.

00:42:31.795 --> 00:42:32.836
When people have to think,

00:42:34.806 --> 00:42:35.646
It's so bad, though.

00:42:35.666 --> 00:42:36.606
It's like dumbed down.

00:42:37.188 --> 00:42:38.027
But I'm not dumbing it down.

00:42:38.047 --> 00:42:39.228
I'm just making it simpler.

00:42:40.248 --> 00:42:40.648
Because I'm like,

00:42:40.688 --> 00:42:41.989
what am I actually asking for?

00:42:42.188 --> 00:42:43.449
What am I solving for?

00:42:43.469 --> 00:42:46.230
Right.

00:42:46.269 --> 00:42:47.969
So here is February first.

00:42:48.010 --> 00:42:49.690
This is when I started going to ten

00:42:49.731 --> 00:42:52.471
posts a day.

00:42:52.490 --> 00:42:52.831
You know,

00:42:53.271 --> 00:42:54.992
the numbers went from three hundred and

00:42:55.012 --> 00:42:58.032
seventy five thousand views up to seven

00:42:58.072 --> 00:42:59.713
hundred and eighty thousand views.

00:42:59.952 --> 00:43:01.452
Can you zoom out even for can you

00:43:01.572 --> 00:43:02.833
can you show the last sixty days?

00:43:03.574 --> 00:43:03.713
Yeah.

00:43:04.226 --> 00:43:08.909
I feel like, yeah.

00:43:08.949 --> 00:43:10.668
So this is where you could see, like,

00:43:10.809 --> 00:43:13.429
before it was a spike from one post.

00:43:17.452 --> 00:43:18.831
And then it would drop back down,

00:43:18.911 --> 00:43:19.271
you know.

00:43:19.592 --> 00:43:22.233
Now we've got a lot more blue under

00:43:22.273 --> 00:43:23.914
that line than we did before.

00:43:23.934 --> 00:43:24.313
Right.

00:43:24.534 --> 00:43:30.195
Is that you?

00:43:30.856 --> 00:43:31.056
Yeah.

00:43:31.677 --> 00:43:31.876
Sorry.

00:43:34.271 --> 00:43:35.552
And then I'll just show you guys a

00:43:35.592 --> 00:43:38.253
couple that I think are really

00:43:38.393 --> 00:43:39.193
interesting.

00:43:40.195 --> 00:43:41.735
So I know it's kind of hard to

00:43:41.775 --> 00:43:43.737
see here, but what I want to do,

00:43:44.996 --> 00:43:46.938
I'm going to scroll down to some of

00:43:46.978 --> 00:43:47.398
these,

00:43:47.878 --> 00:43:50.039
like these are videos that were on my

00:43:50.079 --> 00:43:50.880
YouTube channel.

00:43:51.340 --> 00:43:53.201
I had shared them probably two or three

00:43:53.240 --> 00:43:55.061
times already on my Facebook page,

00:43:56.143 --> 00:43:58.023
but every time I do, you know,

00:44:02.572 --> 00:44:04.632
Once you have something that works.

00:44:04.652 --> 00:44:06.572
Do it again.

00:44:06.592 --> 00:44:07.273
Keeps working.

00:44:07.293 --> 00:44:08.413
Do it again.

00:44:08.432 --> 00:44:10.974
Like, look, this is, I said,

00:44:11.034 --> 00:44:12.653
was it painful to have your staples

00:44:12.713 --> 00:44:13.114
removed?

00:44:13.233 --> 00:44:14.094
It was a photo.

00:44:14.815 --> 00:44:16.954
The photo got one hundred and forty seven

00:44:16.994 --> 00:44:18.496
thousand views.

00:44:19.416 --> 00:44:20.576
But more important,

00:44:20.596 --> 00:44:22.896
it got one thousand one hundred eighty

00:44:22.936 --> 00:44:25.036
five comments.

00:44:25.177 --> 00:44:27.318
I've never had a post get over a

00:44:27.358 --> 00:44:28.358
thousand comments.

00:44:28.378 --> 00:44:28.557
Wow.

00:44:29.465 --> 00:44:31.525
This was posted on the fifteenth,

00:44:31.806 --> 00:44:36.266
so two days ago.

00:44:36.507 --> 00:44:38.467
This is the one that really kind of

00:44:38.668 --> 00:44:41.088
broke this paradigm for me.

00:44:41.989 --> 00:44:44.750
This is somebody who had like a dermatitis

00:44:44.809 --> 00:44:45.650
reaction.

00:44:46.869 --> 00:44:48.231
I had shared this

00:44:49.010 --> 00:44:50.431
It didn't really do much.

00:44:51.193 --> 00:44:53.815
I had reshared it maybe six months later,

00:44:53.974 --> 00:44:55.096
and then it blew up.

00:44:55.695 --> 00:44:57.157
And then I reshared it again,

00:44:57.297 --> 00:44:59.818
and I've reshared it now four times.

00:45:00.699 --> 00:45:01.900
And every time,

00:45:02.221 --> 00:45:04.362
I know that that's a post that's going

00:45:04.382 --> 00:45:08.306
to get me hundreds of thousands of views.

00:45:08.346 --> 00:45:08.726
So now,

00:45:08.766 --> 00:45:10.387
do you look at a post like that

00:45:10.467 --> 00:45:12.690
and think, what's going on here?

00:45:13.230 --> 00:45:13.951
Like, what is it?

00:45:14.829 --> 00:45:17.152
people i guess you got to pay attention

00:45:17.172 --> 00:45:18.753
to your audience it's people who've gone

00:45:18.793 --> 00:45:20.733
through it are going through it or about

00:45:20.753 --> 00:45:22.094
to go through it it's before during and

00:45:22.195 --> 00:45:24.096
after the people before want to know is

00:45:24.115 --> 00:45:26.137
that normal people going through it want

00:45:26.157 --> 00:45:28.219
to know is that normal people afterwards

00:45:28.478 --> 00:45:30.300
are are knowing i didn't get that what's

00:45:30.340 --> 00:45:33.942
the deal like so you're showing all the

00:45:34.001 --> 00:45:35.563
ugly parts and that's what people sort of

00:45:35.643 --> 00:45:37.143
want now it's like i want to know

00:45:37.164 --> 00:45:38.045
the insides

00:45:38.791 --> 00:45:40.072
Right.

00:45:40.112 --> 00:45:43.514
So there are some common trends like this

00:45:43.554 --> 00:45:44.655
person on the left.

00:45:45.396 --> 00:45:47.197
She's two weeks post-op.

00:45:47.697 --> 00:45:49.918
This was an evaluation I did yesterday.

00:45:50.418 --> 00:45:51.920
She literally came into my clinic

00:45:51.940 --> 00:45:52.440
yesterday.

00:45:52.480 --> 00:45:54.081
She signed all the consent and the release

00:45:54.121 --> 00:45:54.541
forms.

00:45:55.141 --> 00:45:56.422
She's two weeks post-op.

00:45:57.143 --> 00:45:58.423
I knew this was going to be a

00:45:58.463 --> 00:45:59.003
good video.

00:45:59.023 --> 00:46:00.425
And the reason why I knew it was

00:46:00.465 --> 00:46:03.766
because she can bend to like a hundred

00:46:03.786 --> 00:46:05.068
and twenty degrees and

00:46:05.594 --> 00:46:08.617
People do not believe that this is legit.

00:46:09.336 --> 00:46:12.599
Multiple comments down here will say,

00:46:12.838 --> 00:46:13.639
I don't believe it.

00:46:13.699 --> 00:46:17.782
This isn't real, whatever, you know, the,

00:46:17.822 --> 00:46:20.742
the dermatitis, um, the staples,

00:46:20.842 --> 00:46:22.923
like these are just things that I know

00:46:23.023 --> 00:46:24.304
are going to get engagement.

00:46:24.804 --> 00:46:26.085
There's going to be a little bit of

00:46:26.186 --> 00:46:28.387
outrage, a little bit of encouragement.

00:46:29.068 --> 00:46:30.228
Right.

00:46:30.268 --> 00:46:31.028
But the biggest thing,

00:46:31.068 --> 00:46:32.510
the thing that we always go back to

00:46:32.650 --> 00:46:34.811
is go back down just a little bit.

00:46:36.217 --> 00:46:37.378
In the comments or what?

00:46:37.398 --> 00:46:38.639
Just scroll down on the right just a

00:46:38.679 --> 00:46:38.900
little bit.

00:46:39.159 --> 00:46:40.480
Reaction by type is what I want to

00:46:40.500 --> 00:46:40.840
look at.

00:46:42.440 --> 00:46:43.021
On the right side.

00:46:43.041 --> 00:46:43.382
There you go.

00:46:43.782 --> 00:46:44.682
So you're seeing... Up a little bit.

00:46:44.842 --> 00:46:46.384
Up right there.

00:46:46.503 --> 00:46:49.425
Eighty-one likes, two loves, one wow.

00:46:49.764 --> 00:46:52.186
Like, I would love to see...

00:46:53.266 --> 00:46:55.268
I would love to see if AI could

00:46:55.329 --> 00:46:58.349
somehow scroll your comments and give you,

00:46:58.389 --> 00:46:59.471
like, a thermostat.

00:46:59.710 --> 00:47:01.132
Like, what are people...

00:47:01.914 --> 00:47:03.876
calling bull like bullshit are people

00:47:03.916 --> 00:47:06.378
agree are people saying well done like

00:47:06.418 --> 00:47:08.239
what is the purpose of this post like

00:47:08.719 --> 00:47:10.121
I watch a lot of because I guess

00:47:10.201 --> 00:47:12.822
I stay on videos a lot of like

00:47:13.242 --> 00:47:15.264
good news content like there's some people

00:47:15.284 --> 00:47:17.065
who go out there and they'll try to

00:47:17.106 --> 00:47:18.887
get people off the streets into rehab they

00:47:18.907 --> 00:47:20.449
do these like sort of like sixty second

00:47:20.509 --> 00:47:21.909
document docuseries

00:47:23.018 --> 00:47:25.418
And the comments are all like supportive.

00:47:25.878 --> 00:47:27.679
So like the platform likes that,

00:47:28.000 --> 00:47:28.641
or you can go,

00:47:28.780 --> 00:47:30.260
you can go the negative route, right?

00:47:30.300 --> 00:47:32.581
Where you can say something crazy.

00:47:32.641 --> 00:47:32.782
Like,

00:47:32.862 --> 00:47:34.242
why do you think whenever they do a

00:47:34.302 --> 00:47:36.664
sports center show, they have a topic.

00:47:36.704 --> 00:47:38.744
And one of the anchors vehemently agrees

00:47:38.764 --> 00:47:40.005
with the top V the thing.

00:47:40.025 --> 00:47:41.945
And the other person vehemently disagrees.

00:47:41.965 --> 00:47:42.226
It was like,

00:47:42.246 --> 00:47:43.367
cause if they both agree to be a

00:47:43.407 --> 00:47:44.367
boring show, right?

00:47:45.208 --> 00:47:45.547
We, we,

00:47:45.668 --> 00:47:47.608
we need someone to sort of rally against.

00:47:47.688 --> 00:47:49.289
I think that's this,

00:47:50.909 --> 00:47:52.451
what you're showing the dashboard is,

00:47:53.547 --> 00:47:54.407
Five years ago,

00:47:54.447 --> 00:47:56.128
we didn't have access to this information.

00:47:56.248 --> 00:47:57.929
The fact that Facebook, Instagram,

00:47:57.969 --> 00:48:01.130
YouTube is not only giving you access,

00:48:01.369 --> 00:48:04.150
but they're making it stunningly simple.

00:48:04.931 --> 00:48:07.672
They are playing poker with you and all

00:48:07.733 --> 00:48:08.753
of their cards are face up.

00:48:09.706 --> 00:48:10.507
Yeah.

00:48:10.527 --> 00:48:12.849
All of their cards are showing you how

00:48:12.909 --> 00:48:13.851
to be successful.

00:48:14.271 --> 00:48:15.291
Now, here's the thing.

00:48:15.331 --> 00:48:16.472
As soon as we found that out,

00:48:16.773 --> 00:48:17.813
we were like, oh, my God,

00:48:17.853 --> 00:48:18.715
it's going to be so hard to be

00:48:18.755 --> 00:48:20.496
successful on Facebook and YouTube and all

00:48:20.516 --> 00:48:22.878
these things still requires effort.

00:48:22.898 --> 00:48:23.918
Right.

00:48:24.518 --> 00:48:26.501
And most people aren't going to do it.

00:48:26.521 --> 00:48:29.043
Do you have any people had come back?

00:48:29.063 --> 00:48:29.844
Pull that back up.

00:48:30.164 --> 00:48:31.865
So it's hard for people to see.

00:48:31.965 --> 00:48:33.347
But at the bottom of the screen.

00:48:34.280 --> 00:48:35.942
This is from the last four weeks,

00:48:36.141 --> 00:48:38.603
that dermatitis post that I shared

00:48:39.543 --> 00:48:40.043
February,

00:48:40.164 --> 00:48:43.925
it has earned a hundred and seven dollars.

00:48:44.266 --> 00:48:45.266
How long did it take you to film

00:48:45.286 --> 00:48:47.286
that video?

00:48:47.407 --> 00:48:49.248
I, so, and you know this,

00:48:49.288 --> 00:48:52.389
but for people watching literally what you

00:48:52.489 --> 00:48:54.251
are seeing is what I'm doing in the

00:48:54.291 --> 00:48:54.610
clinic.

00:48:54.650 --> 00:48:56.512
I'm just holding the phone and recording

00:48:56.711 --> 00:48:57.492
all day.

00:48:58.172 --> 00:48:59.452
When I have a good case,

00:48:59.512 --> 00:49:00.472
I pull out my phone.

00:49:00.492 --> 00:49:02.735
I hit record the evaluation from

00:49:02.775 --> 00:49:03.375
yesterday.

00:49:04.211 --> 00:49:06.572
That was – I thought I saw it.

00:49:06.972 --> 00:49:11.315
But anyway, it doesn't take me, quote,

00:49:11.356 --> 00:49:11.715
time.

00:49:11.755 --> 00:49:13.137
And then once I have the video on

00:49:13.157 --> 00:49:14.336
my phone, then I just publish it.

00:49:14.356 --> 00:49:14.476
Right.

00:49:16.257 --> 00:49:18.219
But you have so many different brands.

00:49:18.239 --> 00:49:19.599
Now we'll tie it up with a bow

00:49:19.619 --> 00:49:20.360
with CSM.

00:49:20.840 --> 00:49:24.922
And I'm not against this.

00:49:24.963 --> 00:49:27.704
But they're doing like TikTok trends now

00:49:27.784 --> 00:49:29.304
on Instagram, right?

00:49:29.385 --> 00:49:31.166
Like they're doing the –

00:49:31.753 --> 00:49:32.653
Getting ready with me.

00:49:32.835 --> 00:49:34.775
Follow me and my staff as we leave

00:49:34.815 --> 00:49:36.376
our houses across the country to come to

00:49:36.416 --> 00:49:36.996
CSM.

00:49:37.536 --> 00:49:38.916
That's telling stories.

00:49:39.257 --> 00:49:40.456
That's not storytelling.

00:49:41.097 --> 00:49:43.538
Showing someone's knee that they've gone

00:49:43.577 --> 00:49:46.219
through the surgery that your mom or you

00:49:46.259 --> 00:49:47.239
are about to go through,

00:49:48.059 --> 00:49:49.699
that's more storytelling.

00:49:51.001 --> 00:49:52.400
I watched a movie on the way back

00:49:52.501 --> 00:49:53.041
on the flight.

00:49:54.141 --> 00:49:55.061
It was called Civil War.

00:49:55.081 --> 00:49:56.103
It was Kirsten Dunst.

00:49:56.563 --> 00:49:59.083
The US was in Civil War and she

00:49:59.103 --> 00:50:00.184
was a wartime photographer.

00:50:01.929 --> 00:50:02.929
So her whole thing was like,

00:50:03.028 --> 00:50:04.110
you got to get the picture, man.

00:50:04.210 --> 00:50:05.409
Like you need the nitty gritty.

00:50:05.429 --> 00:50:07.630
Like no one's posing in a war zone.

00:50:08.210 --> 00:50:10.891
Why are those pictures more valuable?

00:50:11.052 --> 00:50:13.233
Because no one can get it.

00:50:14.032 --> 00:50:15.373
You're showing the stuff that no one can

00:50:15.414 --> 00:50:15.733
get.

00:50:15.914 --> 00:50:18.114
That's the spoiler is like every clinic in

00:50:18.134 --> 00:50:18.695
the country.

00:50:19.014 --> 00:50:20.994
It's so normal and mundane to you.

00:50:21.376 --> 00:50:23.396
It's not normal and mundane to the tens

00:50:23.416 --> 00:50:25.177
of thousands of people who want to know

00:50:25.197 --> 00:50:25.916
what that looks like.

00:50:25.936 --> 00:50:27.818
Right.

00:50:29.291 --> 00:50:30.472
It just isn't, right?

00:50:30.512 --> 00:50:34.135
Like, whatever your weird is, show it off.

00:50:34.295 --> 00:50:36.918
Because most people, it is not normal.

00:50:36.978 --> 00:50:37.398
It's normal.

00:50:37.539 --> 00:50:38.440
It's your every day.

00:50:39.260 --> 00:50:40.521
Not every day for everybody else.

00:50:41.242 --> 00:50:43.423
Tim Reynolds.

00:50:43.483 --> 00:50:44.846
I'll find his account in a second.

00:50:46.646 --> 00:50:48.889
Just like an extroverted, good...

00:50:49.996 --> 00:50:51.097
He's got a great radio voice.

00:50:51.416 --> 00:50:53.157
He's a professor at Ithaca.

00:50:53.257 --> 00:50:53.757
Go Bombers.

00:50:54.518 --> 00:50:55.639
And his students were like,

00:50:55.699 --> 00:50:56.679
you should do a TikTok.

00:50:56.699 --> 00:50:57.579
You should do a TikTok.

00:50:57.679 --> 00:50:59.259
And now he's got a bajillion.

00:51:00.199 --> 00:51:01.280
And just for the show's reference,

00:51:01.300 --> 00:51:02.840
anything over ten thousand to Jimmy is a

00:51:02.880 --> 00:51:03.300
bajillion.

00:51:03.400 --> 00:51:04.260
So it's five digits.

00:51:04.380 --> 00:51:04.900
It's a million.

00:51:04.940 --> 00:51:05.541
It's a bajillion.

00:51:06.280 --> 00:51:08.021
And he just he's just anatomy and

00:51:08.041 --> 00:51:09.922
physiology questions,

00:51:10.141 --> 00:51:11.922
lessons that are all twenty two seconds

00:51:11.983 --> 00:51:12.202
long.

00:51:13.668 --> 00:51:15.190
And it's sort of, who does,

00:51:15.289 --> 00:51:16.612
is it for PT students?

00:51:16.911 --> 00:51:17.271
Kind of.

00:51:17.833 --> 00:51:18.853
Kinesiology students?

00:51:18.954 --> 00:51:19.233
Yeah.

00:51:19.813 --> 00:51:21.456
People who like to answer trivia?

00:51:21.856 --> 00:51:23.036
Also, yes.

00:51:23.317 --> 00:51:24.557
Like, and he does it,

00:51:24.597 --> 00:51:26.880
his simple is stunningly, stupidly simple.

00:51:27.221 --> 00:51:27.541
It's just,

00:51:28.561 --> 00:51:29.583
he's got like four or five different

00:51:29.603 --> 00:51:30.063
formats.

00:51:30.123 --> 00:51:31.264
And then he just puts different things

00:51:31.284 --> 00:51:31.925
through the formats.

00:51:32.253 --> 00:51:34.393
So those are some of the newer ones

00:51:34.414 --> 00:51:35.355
that I've been doing.

00:51:35.534 --> 00:51:39.376
I'll get ChatGPT or Gemini to generate an

00:51:39.536 --> 00:51:40.197
AI image.

00:51:40.697 --> 00:51:42.458
It could be an illustration or it could

00:51:42.498 --> 00:51:44.239
be a photorealistic image.

00:51:45.039 --> 00:51:47.541
And I'll do somebody walking down the

00:51:47.581 --> 00:51:48.742
stairs.

00:51:48.922 --> 00:51:50.302
It'll show a walker at the bottom.

00:51:50.364 --> 00:51:51.943
It'll show a walker at the top.

00:51:52.083 --> 00:51:53.505
And I'll ask the question,

00:51:54.025 --> 00:51:55.766
did you have two walkers,

00:51:56.067 --> 00:51:58.007
one for upstairs, one for downstairs?

00:51:58.675 --> 00:51:59.996
after you were discharged from knee

00:52:00.135 --> 00:52:00.717
replacement.

00:52:00.956 --> 00:52:02.257
Or I'll ask the question,

00:52:03.139 --> 00:52:05.920
do you remember what the therapist told

00:52:05.960 --> 00:52:09.043
you about how to go up the stairs,

00:52:09.143 --> 00:52:11.545
up with the good, down with the bad?

00:52:11.746 --> 00:52:13.608
I'll find those things that every

00:52:13.648 --> 00:52:14.688
therapist says.

00:52:15.190 --> 00:52:18.032
I'll find those things that patients

00:52:18.172 --> 00:52:20.054
always kind of latch onto.

00:52:21.434 --> 00:52:23.436
I'll ask those questions and I'll get

00:52:23.597 --> 00:52:24.617
three hundred comments.

00:52:25.304 --> 00:52:27.266
Because that's what people want.

00:52:27.306 --> 00:52:29.947
They want to show what they know.

00:52:30.007 --> 00:52:32.327
And, you know,

00:52:32.347 --> 00:52:35.070
I'll ask questions about the anatomy of

00:52:35.110 --> 00:52:35.630
the knee.

00:52:35.710 --> 00:52:36.590
I'll ask questions.

00:52:36.889 --> 00:52:38.130
People just love that stuff.

00:52:38.442 --> 00:52:39.503
He didn't have a bajillion.

00:52:39.563 --> 00:52:41.144
He has half a bajillion.

00:52:42.365 --> 00:52:43.987
He's got five hundred and sixty six

00:52:44.128 --> 00:52:45.289
thousand people.

00:52:45.610 --> 00:52:46.130
Wow.

00:52:46.150 --> 00:52:47.351
Don't even call him followers.

00:52:47.672 --> 00:52:49.414
Call him people who like when he when

00:52:49.454 --> 00:52:51.556
his when he shows up, they get excited.

00:52:52.257 --> 00:52:52.376
Yeah.

00:52:52.697 --> 00:52:54.818
They like look, he's quizzing people.

00:52:55.719 --> 00:52:57.601
about anatomy and physiology and strength

00:52:57.621 --> 00:52:58.721
and conditioning principles,

00:52:59.202 --> 00:53:00.322
and people dig it.

00:53:01.282 --> 00:53:04.063
But look at the view count on his

00:53:04.123 --> 00:53:06.125
anatomy quiz, true-false edition.

00:53:06.605 --> 00:53:08.626
Everything's five figures and six figures

00:53:08.666 --> 00:53:08.985
and up.

00:53:09.365 --> 00:53:10.347
Dude doesn't miss.

00:53:10.947 --> 00:53:12.608
He understands the audience,

00:53:12.987 --> 00:53:14.528
and he doesn't overthink it.

00:53:15.608 --> 00:53:17.389
The parallel, I used to get yelled at.

00:53:18.327 --> 00:53:19.688
I can't believe you play the same.

00:53:20.510 --> 00:53:21.610
A good radio station.

00:53:21.931 --> 00:53:22.251
Gosh,

00:53:22.291 --> 00:53:23.411
now I'm starting to forget because it's

00:53:23.431 --> 00:53:23.992
been so long.

00:53:24.313 --> 00:53:26.114
The station that I was on,

00:53:26.213 --> 00:53:27.195
we had a library.

00:53:27.275 --> 00:53:28.635
At any one moment,

00:53:28.655 --> 00:53:31.257
we were like three to five hundred songs.

00:53:32.099 --> 00:53:32.599
And people were like,

00:53:32.619 --> 00:53:34.199
but there's a thousand great songs.

00:53:35.101 --> 00:53:36.021
People want to hear what they know.

00:53:36.871 --> 00:53:37.931
Yeah, just they do.

00:53:37.952 --> 00:53:39.632
There was a format fifteen years ago

00:53:39.652 --> 00:53:40.932
called Jack FM.

00:53:41.693 --> 00:53:42.213
And it was like,

00:53:42.333 --> 00:53:44.653
we're going to play everything from the

00:53:44.713 --> 00:53:46.954
nineties, the crappy songs.

00:53:47.394 --> 00:53:48.255
There's no genre.

00:53:48.315 --> 00:53:49.376
It was just the fact that it was

00:53:49.396 --> 00:53:53.056
in the nineties and it wowed everybody for

00:53:53.117 --> 00:53:53.817
twenty minutes,

00:53:53.956 --> 00:53:55.978
because after that you were like, OK,

00:53:56.257 --> 00:53:57.717
I need again,

00:53:57.898 --> 00:53:59.179
sushi is probably the one of the most

00:53:59.239 --> 00:54:00.259
popular dishes on the planet.

00:54:00.639 --> 00:54:01.159
So therefore,

00:54:01.199 --> 00:54:02.380
if you run McDonald's in the United

00:54:02.400 --> 00:54:03.920
States, why aren't you serving sushi?

00:54:04.721 --> 00:54:05.481
Because it's popular.

00:54:06.291 --> 00:54:06.532
Yeah.

00:54:06.771 --> 00:54:07.751
It's not what we do here.

00:54:08.211 --> 00:54:10.873
So Tim understands full episode coming

00:54:10.893 --> 00:54:11.492
from him, by the way,

00:54:11.733 --> 00:54:13.213
Tim understands what he's good at.

00:54:13.313 --> 00:54:14.233
Not even what he's good at,

00:54:14.614 --> 00:54:17.275
what he's good at and what he likes.

00:54:17.494 --> 00:54:18.514
I think I said in the interview,

00:54:18.775 --> 00:54:19.574
how do you know what to post?

00:54:19.594 --> 00:54:20.594
He was like, well, I don't know.

00:54:20.655 --> 00:54:22.275
I guess I'm like, cause you like it.

00:54:23.016 --> 00:54:23.795
What's your favorite X.

00:54:23.815 --> 00:54:25.096
What's the best exercise for knee

00:54:25.115 --> 00:54:25.615
replacement?

00:54:26.036 --> 00:54:27.077
Uh, the one you're going to do.

00:54:27.416 --> 00:54:28.577
And then I'll know how to make it

00:54:28.677 --> 00:54:29.777
knee replacement D.

00:54:30.016 --> 00:54:30.797
Don't worry about that.

00:54:30.838 --> 00:54:31.657
That's your skill.

00:54:32.538 --> 00:54:35.583
not reading a protocol, not reading a CPG.

00:54:35.643 --> 00:54:38.186
Look where the world's going.

00:54:38.407 --> 00:54:39.849
Not anybody can make a CPG,

00:54:40.050 --> 00:54:41.072
but anybody can download it,

00:54:41.291 --> 00:54:42.655
run it through AI and go, all right,

00:54:42.715 --> 00:54:43.335
CPG that.

00:54:43.436 --> 00:54:45.159
That part is not skilled anymore.

00:54:45.992 --> 00:54:46.152
Now,

00:54:46.213 --> 00:54:48.213
what's interesting about his channel is,

00:54:48.273 --> 00:54:49.695
and this is what Gary Vee has been

00:54:49.735 --> 00:54:50.135
saying,

00:54:50.934 --> 00:54:53.237
we live in a time right now today

00:54:53.757 --> 00:54:56.898
where he has almost six hundred thousand

00:54:56.938 --> 00:54:59.179
followers and, you know,

00:54:59.539 --> 00:55:02.780
multiple videos are in the six figure

00:55:03.021 --> 00:55:03.702
views.

00:55:03.842 --> 00:55:03.981
Yep.

00:55:04.661 --> 00:55:06.762
I've got sixty thousand followers,

00:55:07.264 --> 00:55:10.085
but yet I've got multiple videos in the

00:55:10.146 --> 00:55:11.306
six figure views.

00:55:11.867 --> 00:55:14.487
We do not need a channel that has

00:55:14.628 --> 00:55:16.769
a million followers to get high view

00:55:16.809 --> 00:55:17.150
counts.

00:55:17.610 --> 00:55:19.632
You can literally start today,

00:55:20.251 --> 00:55:22.594
get a video that people will actually want

00:55:22.614 --> 00:55:23.114
to watch.

00:55:23.173 --> 00:55:24.195
That's the hard part.

00:55:25.014 --> 00:55:26.556
And you will get a million views on

00:55:26.596 --> 00:55:27.115
that video.

00:55:27.496 --> 00:55:29.356
It does not matter if you have zero

00:55:29.396 --> 00:55:29.936
followers.

00:55:30.056 --> 00:55:30.257
Look,

00:55:30.396 --> 00:55:31.717
I'm going to pull back the curtain here.

00:55:32.197 --> 00:55:33.338
And I don't think Tim would mind.

00:55:33.757 --> 00:55:35.318
Look at what's on the screen right now.

00:55:35.778 --> 00:55:36.458
What do you notice?

00:55:36.498 --> 00:55:37.059
Super basic.

00:55:37.079 --> 00:55:37.739
This is not a trick.

00:55:37.780 --> 00:55:37.940
I mean,

00:55:37.960 --> 00:55:39.099
it is a trick question because it's super

00:55:39.119 --> 00:55:39.440
basic.

00:55:40.061 --> 00:55:41.860
Look at this video, this video,

00:55:41.981 --> 00:55:42.561
this video.

00:55:43.302 --> 00:55:44.661
Look at this video and this video.

00:55:44.902 --> 00:55:46.023
Look at this video and this video.

00:55:46.682 --> 00:55:48.043
He shot them all in the same day.

00:55:48.403 --> 00:55:48.623
Yeah.

00:55:48.983 --> 00:55:49.164
Right?

00:55:49.204 --> 00:55:51.085
There's blue with plaid tie.

00:55:51.525 --> 00:55:52.585
There's checkered shirt.

00:55:52.664 --> 00:55:53.385
There's red shirt.

00:55:53.405 --> 00:55:54.126
There's green shirt.

00:55:55.289 --> 00:55:56.891
Tim is not spent.

00:55:56.931 --> 00:55:58.391
He's not doing this every look at this

00:55:58.632 --> 00:55:59.992
five in a row with red shirt.

00:56:00.632 --> 00:56:02.233
He's probably and we didn't talk about

00:56:02.273 --> 00:56:02.514
this.

00:56:02.534 --> 00:56:04.074
Maybe we'll have him on the show because

00:56:04.114 --> 00:56:05.255
I'd love to know his process,

00:56:05.356 --> 00:56:06.315
not for you to copy,

00:56:06.416 --> 00:56:07.456
for you to do your own version of

00:56:07.476 --> 00:56:07.516
it.

00:56:07.536 --> 00:56:07.697
Right.

00:56:08.878 --> 00:56:10.237
But what he's saying is he's probably

00:56:10.298 --> 00:56:11.679
jotting down like, oh, you know,

00:56:12.079 --> 00:56:13.981
he's just mimicking his class.

00:56:14.800 --> 00:56:16.342
While he's going through the semester,

00:56:16.782 --> 00:56:18.681
he probably taught the same thing the same

00:56:18.722 --> 00:56:19.782
way three years in a row.

00:56:19.802 --> 00:56:20.422
Then all of a sudden,

00:56:20.762 --> 00:56:21.862
he thinks of a new way to teach

00:56:21.882 --> 00:56:22.463
it in class.

00:56:22.483 --> 00:56:23.923
And he goes, oh, that's novel.

00:56:24.364 --> 00:56:25.043
Jot that down.

00:56:25.344 --> 00:56:26.445
Do a video about that later.

00:56:26.824 --> 00:56:27.965
He's not overthinking it.

00:56:28.764 --> 00:56:30.746
Anatomy and physiology principles to him

00:56:31.186 --> 00:56:32.186
are basic.

00:56:32.306 --> 00:56:33.427
It's just what he taught.

00:56:33.447 --> 00:56:34.347
It's the way the world he lives.

00:56:34.847 --> 00:56:37.907
All he does is turns the camera around.

00:56:38.047 --> 00:56:39.449
I don't think he owns a camera.

00:56:39.809 --> 00:56:40.829
It's just a phone.

00:56:41.289 --> 00:56:43.050
Tony doesn't own a fancy camera, do you?

00:56:43.643 --> 00:56:44.143
I do,

00:56:44.344 --> 00:56:46.784
but I haven't used it like every single

00:56:46.804 --> 00:56:47.184
thing.

00:56:47.824 --> 00:56:51.905
So there is my right here.

00:56:52.106 --> 00:56:54.186
Every single thing I've done in the last

00:56:54.606 --> 00:56:56.646
six months, all on this phone.

00:56:56.686 --> 00:56:58.887
This phone is a twelve max pro.

00:57:00.307 --> 00:57:00.887
And, you know,

00:57:01.007 --> 00:57:03.228
I do use a lapel mic and I

00:57:03.248 --> 00:57:03.989
want to do something.

00:57:04.516 --> 00:57:06.400
We've done it before and we've got a

00:57:06.440 --> 00:57:06.800
few minutes.

00:57:06.820 --> 00:57:08.282
I'll tell you what's coming next and what

00:57:08.302 --> 00:57:09.523
I'll have to report on the next week.

00:57:09.563 --> 00:57:12.849
But I have a four hundred dollar Sony

00:57:13.068 --> 00:57:13.469
Ace.

00:57:13.650 --> 00:57:15.432
I always forget a six hundred or six

00:57:15.472 --> 00:57:15.853
thousand.

00:57:16.054 --> 00:57:17.275
It's a five hundred dollar Sony camera.

00:57:17.436 --> 00:57:18.016
It looks pretty.

00:57:18.317 --> 00:57:18.677
I love it.

00:57:18.697 --> 00:57:19.338
It does the effect.

00:57:20.059 --> 00:57:20.420
Yeah.

00:57:21.291 --> 00:57:22.811
How often do I take this and use

00:57:22.851 --> 00:57:22.952
it?

00:57:23.251 --> 00:57:23.572
Never.

00:57:23.652 --> 00:57:24.291
Want to know why?

00:57:24.532 --> 00:57:25.793
Because I would literally have to take the

00:57:25.813 --> 00:57:27.793
memory card out, plug it into a computer,

00:57:28.074 --> 00:57:29.014
find the right file,

00:57:29.393 --> 00:57:30.614
or just shoot it on my phone,

00:57:31.094 --> 00:57:31.594
and I'm done.

00:57:32.815 --> 00:57:34.335
I do also, whenever I shoot now,

00:57:34.496 --> 00:57:36.217
I have the Rode lapel mics.

00:57:36.717 --> 00:57:37.518
No pairing.

00:57:37.898 --> 00:57:38.557
I plug it in.

00:57:38.677 --> 00:57:39.257
I clip it on.

00:57:39.358 --> 00:57:39.878
It's paired.

00:57:39.978 --> 00:57:40.918
It has great audio.

00:57:41.378 --> 00:57:42.780
So this is a three-dollar mic.

00:57:44.005 --> 00:57:45.085
Do I need the three hundred dollar mic?

00:57:45.385 --> 00:57:45.565
No,

00:57:45.867 --> 00:57:48.349
I bought it after seven years of using

00:57:48.369 --> 00:57:49.150
another microphone.

00:57:49.489 --> 00:57:52.432
Is this three X a hundred dollar mic?

00:57:52.753 --> 00:57:53.893
No, it's not.

00:57:54.094 --> 00:57:55.815
It really isn't.

00:57:56.056 --> 00:57:56.536
All right.

00:57:56.577 --> 00:57:57.938
So a tease for the future.

00:57:59.318 --> 00:58:00.721
Should I say the name of the company?

00:58:02.945 --> 00:58:10.389
A very large company in the Hyperice.

00:58:10.548 --> 00:58:10.849
Screw it.

00:58:10.889 --> 00:58:11.510
I'm not good at hints.

00:58:11.809 --> 00:58:13.369
Hyperice is sending me a bunch of stuff.

00:58:14.311 --> 00:58:15.811
Eric Fernandez, by the way,

00:58:16.110 --> 00:58:17.632
if you were walking around CSM,

00:58:17.771 --> 00:58:19.353
I would love to know in the comments

00:58:19.393 --> 00:58:20.753
or whatever, if you're still listening,

00:58:20.873 --> 00:58:21.693
I can't, I don't know why,

00:58:21.713 --> 00:58:24.215
but who did you see that had great

00:58:24.275 --> 00:58:24.635
booths?

00:58:25.135 --> 00:58:26.034
And what does great mean?

00:58:26.335 --> 00:58:26.815
I don't know.

00:58:27.096 --> 00:58:28.577
If you remember it now, three days later,

00:58:28.597 --> 00:58:29.056
it was great.

00:58:29.277 --> 00:58:30.556
If you can remember like one thing about

00:58:30.577 --> 00:58:31.978
it, Hyperice's booth,

00:58:33.036 --> 00:58:34.251
looked like an Apple store.

00:58:35.389 --> 00:58:36.911
This is a company that knows how to

00:58:36.990 --> 00:58:37.590
sell things.

00:58:38.030 --> 00:58:40.592
They did not have a folding table with

00:58:40.652 --> 00:58:41.632
a tablecloth on it.

00:58:42.172 --> 00:58:44.793
He had black leather chairs.

00:58:45.494 --> 00:58:46.594
He had the Nike.

00:58:46.614 --> 00:58:48.536
I was scared to leave my extension cord

00:58:48.576 --> 00:58:49.556
at the booth overnight.

00:58:50.277 --> 00:58:51.378
I should have told this to Eric there.

00:58:51.398 --> 00:58:52.378
The next morning I came back.

00:58:52.657 --> 00:58:55.259
He's got those Nike crossover boots,

00:58:55.338 --> 00:58:56.820
all they're charging, just laying there.

00:58:56.980 --> 00:58:58.760
I was scared to leave my extension cord

00:58:58.960 --> 00:58:59.721
because I'm from New York.

00:58:59.740 --> 00:58:59.961
I'm like,

00:59:00.001 --> 00:59:01.021
everybody's going to steal something from

00:59:01.061 --> 00:59:01.222
me.

00:59:01.541 --> 00:59:02.802
And extension cords are valuable.

00:59:03.163 --> 00:59:05.264
But I'm going to do a little experiment.

00:59:06.005 --> 00:59:07.925
Joseph Lowe also sent me a box of

00:59:07.945 --> 00:59:09.567
stuff because I'm telling you,

00:59:09.686 --> 00:59:10.547
I know Gary Vee,

00:59:10.907 --> 00:59:12.007
his betting average is pretty high,

00:59:12.027 --> 00:59:13.108
but it's not invincible, right?

00:59:13.148 --> 00:59:15.750
We're still not buying monkey NFTs or

00:59:15.769 --> 00:59:16.170
whatever those...

00:59:16.391 --> 00:59:17.690
Remember those ridiculous NFTs?

00:59:17.710 --> 00:59:18.391
I don't know.

00:59:18.431 --> 00:59:19.311
Maybe that's still the future.

00:59:19.652 --> 00:59:21.132
But I do still think that live selling

00:59:21.193 --> 00:59:21.994
is going to be bananas.

00:59:22.233 --> 00:59:24.936
Sean Stroops of Stroops... Sorry,

00:59:24.996 --> 00:59:26.737
Sean Harker of Stroops was at...

00:59:28.427 --> 00:59:29.788
was there too with a booth.

00:59:30.487 --> 00:59:31.829
We'll be doing some more stuff with him.

00:59:31.909 --> 00:59:34.690
I think everybody that sells stuff

00:59:34.811 --> 00:59:35.871
understands this.

00:59:36.612 --> 00:59:39.152
When your livelihood depends on you

00:59:39.652 --> 00:59:41.635
getting the right people in front of you,

00:59:41.974 --> 00:59:43.074
suddenly you get more creative.

00:59:43.155 --> 00:59:43.876
Oh, we do have a question.

00:59:44.135 --> 00:59:46.177
Who is your core audience at CSM?

00:59:46.197 --> 00:59:47.677
Maybe that contributes to your engagement.

00:59:47.697 --> 00:59:48.978
They had less time to watch,

00:59:49.298 --> 00:59:49.918
but they had time to click.

00:59:50.199 --> 00:59:50.639
Yeah, I mean,

00:59:51.000 --> 00:59:53.161
my audience is probably at CSM and they're

00:59:53.260 --> 00:59:54.001
doing stuff.

00:59:54.641 --> 00:59:56.103
So they're not going to watch a video.

00:59:56.322 --> 00:59:58.382
It's like being in the stands at a

00:59:58.402 --> 00:59:59.664
baseball game watching the game.

00:59:59.684 --> 01:00:00.563
They're probably not going to do it.

01:00:00.583 --> 01:00:01.545
So that's probably a good point.

01:00:03.144 --> 01:00:06.385
So real quick, I just shared the question.

01:00:06.465 --> 01:00:08.786
Who had your favorite booth or who had

01:00:08.827 --> 01:00:10.168
the best booth at CSM?

01:00:10.208 --> 01:00:13.188
I put it on my profile and in

01:00:13.588 --> 01:00:14.268
my group.

01:00:14.289 --> 01:00:15.469
So we'll see what they say.

01:00:15.570 --> 01:00:16.230
I'll do the same.

01:00:17.150 --> 01:00:17.750
What did you say?

01:00:17.789 --> 01:00:19.271
I'll use the exact same verbiage.

01:00:19.311 --> 01:00:20.931
What did you say?

01:00:21.552 --> 01:00:22.192
Best booth ever.

01:00:25.650 --> 01:00:28.036
Who had the best booth at CSN?

01:00:28.532 --> 01:00:28.733
Right.

01:00:28.753 --> 01:00:30.253
So I want it super open-ended.

01:00:30.353 --> 01:00:31.733
I'm not going to tell you what best

01:00:31.813 --> 01:00:32.255
means.

01:00:33.655 --> 01:00:35.715
We could do a follow-up question in a

01:00:35.755 --> 01:00:36.556
day or two later.

01:00:36.577 --> 01:00:38.496
Who had the best swag?

01:00:38.516 --> 01:00:39.478
The best giveaway?

01:00:40.038 --> 01:00:40.637
No joke.

01:00:40.697 --> 01:00:42.139
Last thing I'll say before parting shots.

01:00:42.639 --> 01:00:43.599
I was talking to some people from

01:00:43.659 --> 01:00:44.119
overseas.

01:00:44.139 --> 01:00:45.400
I talked to people from World Physio.

01:00:45.420 --> 01:00:47.161
I talked to some people from the UK

01:00:47.201 --> 01:00:48.501
and Portugal who were there.

01:00:49.021 --> 01:00:50.643
And they were like, I don't understand.

01:00:51.682 --> 01:00:53.224
When the expo hall opened,

01:00:53.384 --> 01:00:55.045
it opened at like ten o'clock.

01:00:56.646 --> 01:00:57.567
There were already sessions.

01:00:58.047 --> 01:00:59.788
They were like people were lined up

01:00:59.867 --> 01:01:02.268
outside like it was the only way I

01:01:02.309 --> 01:01:02.688
could equate.

01:01:02.708 --> 01:01:04.329
It was like Thanksgiving.

01:01:04.889 --> 01:01:07.391
It was Black Friday and people were ready

01:01:07.431 --> 01:01:08.552
to run.

01:01:08.592 --> 01:01:11.612
People ran into the hall.

01:01:11.793 --> 01:01:13.032
They had their mat pulled up.

01:01:13.072 --> 01:01:14.233
They knew where to go and who had

01:01:14.253 --> 01:01:14.934
the good stuff.

01:01:15.713 --> 01:01:17.534
So this isn't attention in person

01:01:17.554 --> 01:01:18.195
attention grab.

01:01:18.554 --> 01:01:21.496
And Gary Vee is saying analog is the

01:01:21.536 --> 01:01:22.036
next thing.

01:01:22.875 --> 01:01:24.576
We're not doing virtual happy hours

01:01:24.596 --> 01:01:24.896
anymore.

01:01:24.936 --> 01:01:25.436
Thank God.

01:01:25.856 --> 01:01:27.896
We're now doing things in person for

01:01:27.956 --> 01:01:28.876
better or for worse.

01:01:29.336 --> 01:01:30.918
Pay attention to that and whatever your

01:01:30.938 --> 01:01:31.557
version of that.

01:01:31.838 --> 01:01:32.938
So that'll be my parting shot.

01:01:33.458 --> 01:01:34.739
Pay attention to which way the world is

01:01:34.759 --> 01:01:35.179
shifting.

01:01:35.378 --> 01:01:36.940
We're seeing a shift back to analog.

01:01:37.139 --> 01:01:38.199
There's only two directions in the

01:01:38.239 --> 01:01:39.840
pendulum, my friends, right?

01:01:39.880 --> 01:01:41.481
Bell bottoms were the greatest thing ever.

01:01:41.742 --> 01:01:42.601
And then they were horrendous.

01:01:42.621 --> 01:01:43.641
And then when they were great again,

01:01:44.001 --> 01:01:44.782
now they're horrendous.

01:01:45.722 --> 01:01:48.184
If you could buy stock in pants,

01:01:48.385 --> 01:01:50.206
I might put a couple dollars on bell

01:01:50.226 --> 01:01:51.407
bottoms over the next couple of years

01:01:51.646 --> 01:01:53.128
because that's the way the pendulum

01:01:53.168 --> 01:01:53.447
swings.

01:01:54.688 --> 01:01:55.208
All right, guys.

01:01:55.268 --> 01:01:55.989
Parting shot.

01:01:56.250 --> 01:02:00.271
If you're not doing social media just for

01:02:00.331 --> 01:02:01.052
social media,

01:02:01.893 --> 01:02:04.315
how would two thousand dollars a month?

01:02:04.949 --> 01:02:08.771
change like it's a mortgage payment how

01:02:08.791 --> 01:02:10.632
would it your life you know and and

01:02:10.791 --> 01:02:12.532
all you're doing is capturing the stuff

01:02:12.552 --> 01:02:15.074
you already do every single day capturing

01:02:15.094 --> 01:02:17.315
the questions you answer every single day

01:02:17.695 --> 01:02:19.376
yep and you don't have to hire a

01:02:19.416 --> 01:02:20.737
full-time person to do it i mean you

01:02:20.757 --> 01:02:21.918
don't have anybody at your clinic you're

01:02:21.938 --> 01:02:26.699
doing approximate spend on time per day i

01:02:26.739 --> 01:02:29.300
mean people criticize but i just do it

01:02:29.340 --> 01:02:31.842
while the patient's there for you yeah

01:02:31.902 --> 01:02:32.262
ballpark

01:02:33.382 --> 01:02:34.902
Nothing there.

01:02:34.963 --> 01:02:35.422
I don't know.

01:02:35.503 --> 01:02:38.204
Like, okay, you're, you're my patient.

01:02:38.744 --> 01:02:39.864
I record that.

01:02:40.465 --> 01:02:42.346
Then you're doing something.

01:02:42.766 --> 01:02:43.746
I post that.

01:02:44.047 --> 01:02:45.487
How do you count that time?

01:02:45.907 --> 01:02:46.648
You don't really.

01:02:46.827 --> 01:02:47.288
I mean, yeah.

01:02:47.307 --> 01:02:49.608
Yeah.

01:02:49.648 --> 01:02:49.909
That's it.

01:02:50.545 --> 01:02:50.706
Okay.

01:02:51.146 --> 01:02:51.346
All right.

01:02:51.365 --> 01:02:52.327
We'll be back on Thursday.

01:02:52.347 --> 01:02:53.206
Maybe Dave will be back.

01:02:53.487 --> 01:02:55.588
I do expect a full Puerto Rican.

01:02:55.907 --> 01:02:57.469
He might never come back from play by

01:02:57.509 --> 01:02:57.668
play.

01:02:57.809 --> 01:02:59.128
Maybe we'll do the whole show in Spanish

01:02:59.568 --> 01:03:00.710
and I'll just sit there because I took

01:03:00.750 --> 01:03:02.811
French in high school back on Thursday.

01:03:02.831 --> 01:03:03.010
We'll see.

01:03:03.030 --> 01:03:04.431
That's it.

01:03:04.471 --> 01:03:05.150
We're out.

01:03:05.231 --> 01:03:06.391
What the hell are you doing?

01:03:06.871 --> 01:03:09.753
Tony Maritato on YouTube at Total Therapy

01:03:09.793 --> 01:03:10.373
Solution.

01:03:10.414 --> 01:03:11.414
Find Dave Kittle at

01:03:11.434 --> 01:03:14.617
conciergepainrelief.com and on YouTube at

01:03:14.657 --> 01:03:15.818
The Dave Kittle Show.

01:03:16.157 --> 01:03:19.280
And follow Jimmy McKay at PT Podcasts on

01:03:19.320 --> 01:03:20.460
YouTube, the socials,

01:03:20.561 --> 01:03:22.342
and wherever you binge podcasts you

01:03:22.362 --> 01:03:24.043
pretend are for CEUs.

01:03:24.324 --> 01:03:25.764
And hey, just a reminder,

01:03:26.264 --> 01:03:27.565
none of this was for advice.

01:03:27.606 --> 01:03:29.067
This was for entertainment only.

01:03:29.347 --> 01:03:30.768
Our lawyers say that counts.

01:03:30.827 --> 01:03:31.889
Thanks, Keith.