WEBVTT 00:00:03.039 --> 00:00:04.799 Broadcasting way too early from three 00:00:04.839 --> 00:00:06.341 separate Wi-Fi connections. 00:00:06.381 --> 00:00:10.063 It's PT Breakfast Club with Tony Meritato, 00:00:10.343 --> 00:00:18.346 Dave Kittle, and Jimmy McKay. 00:00:18.365 --> 00:00:19.387 All right, good morning to you. 00:00:19.567 --> 00:00:20.728 This is PT Breakfast Club, 00:00:20.748 --> 00:00:22.647 the only show that mixes espresso with 00:00:22.687 --> 00:00:23.408 TheraBand. 00:00:23.768 --> 00:00:26.890 We are plus one Tony and minus one 00:00:26.910 --> 00:00:27.870 Dave, I guess. 00:00:29.487 --> 00:00:33.011 all averages out it all balances it all 00:00:33.051 --> 00:00:35.231 balances tony how you doing this morning i 00:00:35.313 --> 00:00:38.215 am doing amazing i am about three hundred 00:00:38.255 --> 00:00:42.938 miles outside of uh niagara falls we're 00:00:42.978 --> 00:00:45.380 taking an early road trip my thirteen year 00:00:45.399 --> 00:00:48.463 old son and i so i got nothing 00:00:48.503 --> 00:00:52.326 but time nice um all right so what 00:00:52.345 --> 00:00:55.287 do you want to talk about first dave 00:00:55.487 --> 00:00:57.069 was talking about a few different things 00:00:57.390 --> 00:00:57.570 one 00:00:59.042 --> 00:01:00.423 I think he wanted your input, 00:01:00.563 --> 00:01:01.323 but he's not here. 00:01:01.384 --> 00:01:02.924 So do we wait for it in terms 00:01:02.965 --> 00:01:04.325 of like, hey, 00:01:05.385 --> 00:01:07.768 how great is this that I got a 00:01:07.908 --> 00:01:08.728 one-star review? 00:01:08.808 --> 00:01:11.030 I've got the video and everything queued 00:01:11.129 --> 00:01:11.329 up. 00:01:12.730 --> 00:01:14.772 We sort of touched on it a little 00:01:14.793 --> 00:01:15.033 bit, 00:01:15.112 --> 00:01:16.813 and I think it's pretty obvious how great 00:01:16.894 --> 00:01:17.353 it is, 00:01:17.394 --> 00:01:19.215 but maybe it isn't obvious to people who 00:01:19.234 --> 00:01:20.135 don't make this sort of things. 00:01:20.156 --> 00:01:22.358 Let's tease it for Tuesday. 00:01:22.658 --> 00:01:23.418 We'll push it to Tuesday. 00:01:23.537 --> 00:01:24.078 Okay. 00:01:24.969 --> 00:01:29.632 For reference, I got a one-star review. 00:01:30.513 --> 00:01:31.832 It happens to all of us. 00:01:33.213 --> 00:01:34.734 It's definitely something we're talking 00:01:34.775 --> 00:01:36.114 about when we're all together. 00:01:36.695 --> 00:01:37.016 Totally. 00:01:37.855 --> 00:01:40.236 If you look on Apple Podcasts, 00:01:41.597 --> 00:01:44.299 my podcast has one one-star review. 00:01:44.539 --> 00:01:46.739 It is simply not just the star, 00:01:47.421 --> 00:01:50.081 also the explanation that goes with it. 00:01:50.882 --> 00:01:51.783 I had a guest on 00:01:52.832 --> 00:01:55.575 And her aunt got so excited because she 00:01:55.594 --> 00:01:56.835 shared it on the socials. 00:01:57.236 --> 00:01:59.257 And this woman's aunt listened. 00:02:00.037 --> 00:02:02.420 And I guess her stereo was broken. 00:02:03.161 --> 00:02:05.281 So one of her speakers was not working. 00:02:05.862 --> 00:02:08.304 So she was yelling at me because she 00:02:08.324 --> 00:02:09.806 could only hear it out of one speaker. 00:02:09.825 --> 00:02:10.725 And I was like, you know what? 00:02:12.287 --> 00:02:13.268 I'm not even going to refute that. 00:02:13.307 --> 00:02:13.968 That's too funny. 00:02:14.068 --> 00:02:14.408 I like it. 00:02:14.449 --> 00:02:14.989 I want to keep it. 00:02:15.969 --> 00:02:18.852 Yes, you got to love. 00:02:18.891 --> 00:02:20.372 How do these individuals function in 00:02:20.393 --> 00:02:20.552 society? 00:02:21.819 --> 00:02:22.600 I don't know. 00:02:23.181 --> 00:02:25.182 I ask myself that constantly. 00:02:25.203 --> 00:02:29.425 I'm like, how does this person function? 00:02:29.566 --> 00:02:30.486 I don't know. 00:02:31.366 --> 00:02:32.048 I don't know. 00:02:32.328 --> 00:02:34.008 But here's my question. 00:02:35.066 --> 00:02:37.167 to people or my statement and question to 00:02:37.187 --> 00:02:37.926 you is, 00:02:38.647 --> 00:02:39.788 if I'm gonna go buy a new set 00:02:39.807 --> 00:02:41.649 of headphones or if I'm gonna buy anything 00:02:41.769 --> 00:02:44.030 online now or a restaurant or anything, 00:02:44.651 --> 00:02:46.831 if I see something that's too clean, 00:02:47.951 --> 00:02:50.032 it feels, I don't know, 00:02:50.073 --> 00:02:51.354 like there's something in my radar that 00:02:51.394 --> 00:02:51.894 goes off. 00:02:51.933 --> 00:02:52.334 If you've got, 00:02:53.794 --> 00:02:55.977 a thousand reviews and seven hundred of 00:02:55.997 --> 00:02:59.159 them are five star and three fifty seven. 00:02:59.659 --> 00:02:59.901 Sorry. 00:02:59.980 --> 00:03:02.362 Two hundred of them are four star. 00:03:02.562 --> 00:03:04.145 And then there's a smattering of threes 00:03:04.164 --> 00:03:05.004 and twos and ones. 00:03:05.306 --> 00:03:06.086 I'm OK with that. 00:03:06.105 --> 00:03:07.527 Yeah. 00:03:07.568 --> 00:03:11.812 Like I've seen I've seen restaurants take 00:03:11.831 --> 00:03:13.913 their one star review and make a T-shirt 00:03:13.953 --> 00:03:14.294 out of it. 00:03:15.665 --> 00:03:17.426 Like there was somebody who left a bad 00:03:17.486 --> 00:03:19.528 review on like a rib place and they 00:03:19.549 --> 00:03:21.289 were like, no vegetarian options. 00:03:21.310 --> 00:03:22.510 And they were like, thanks, Karen. 00:03:22.550 --> 00:03:23.852 And they put it on a t-shirt. 00:03:24.132 --> 00:03:25.353 Like they embraced it. 00:03:25.372 --> 00:03:27.574 They leaned into like, listen, 00:03:27.614 --> 00:03:28.715 if you want vegetables, 00:03:28.794 --> 00:03:31.176 like maybe the meat shack in, you know, 00:03:31.236 --> 00:03:33.237 New Orleans isn't the place for you to 00:03:33.277 --> 00:03:33.578 go. 00:03:34.058 --> 00:03:35.019 That's what we're about. 00:03:35.419 --> 00:03:38.222 So, you know, just in terms of like, 00:03:39.182 --> 00:03:41.146 Uh, it's called like knowledge sent. 00:03:41.407 --> 00:03:43.510 So when people go sniffing around, 00:03:43.671 --> 00:03:45.335 if I see something that's too clean, 00:03:45.656 --> 00:03:46.957 I might move on because I'm like, 00:03:47.078 --> 00:03:47.459 I don't know. 00:03:47.479 --> 00:03:48.501 This feels rigged. 00:03:48.520 --> 00:03:49.103 What do you think? 00:03:50.926 --> 00:03:51.927 I totally agree. 00:03:51.948 --> 00:03:55.248 And we've seen that trend to where you 00:03:55.308 --> 00:03:57.968 want some of those lower reviews just to 00:03:58.008 --> 00:04:00.810 balance it, to make it more authentic. 00:04:01.850 --> 00:04:03.931 I still think reviews are a complete waste 00:04:03.991 --> 00:04:04.472 of time. 00:04:05.032 --> 00:04:07.312 I don't think any reviews are authentic or 00:04:07.352 --> 00:04:07.673 real. 00:04:07.832 --> 00:04:08.413 I think it's 00:04:09.272 --> 00:04:12.054 uh there was a moment in history where 00:04:12.093 --> 00:04:14.175 there was value to it yeah that's 00:04:14.215 --> 00:04:16.935 completely gone i don't put any effort any 00:04:17.055 --> 00:04:20.358 stock anything into trying to grow reviews 00:04:20.458 --> 00:04:22.499 i don't think it helps seo i don't 00:04:22.519 --> 00:04:25.180 think it helps clients choose i don't 00:04:25.199 --> 00:04:27.180 think it means anything what about 00:04:27.221 --> 00:04:28.860 testimonials that's a different type of 00:04:28.920 --> 00:04:30.461 review that's show me not tell me 00:04:31.487 --> 00:04:32.468 Same thing. 00:04:32.488 --> 00:04:33.470 No, it's just as bad. 00:04:33.569 --> 00:04:37.233 I think any kind of solicited testimonial, 00:04:37.312 --> 00:04:38.973 anything recorded by the company, 00:04:39.514 --> 00:04:42.237 the only thing I will say is an 00:04:42.497 --> 00:04:43.557 unsolicited, 00:04:43.617 --> 00:04:46.540 somebody on social media just talks about 00:04:46.620 --> 00:04:47.081 you. 00:04:47.341 --> 00:04:47.521 Yeah. 00:04:47.901 --> 00:04:49.603 Maybe there's a little value if that 00:04:49.642 --> 00:04:51.504 person has an audience that trusts them. 00:04:52.105 --> 00:04:52.725 Right. 00:04:53.125 --> 00:04:54.386 But generally speaking, 00:04:54.665 --> 00:04:57.307 everything is contrived and everything is 00:04:58.288 --> 00:04:59.028 curated. 00:04:59.348 --> 00:05:02.612 I do not think our consumer, 00:05:03.411 --> 00:05:06.014 a reasonably educated, intelligent, 00:05:06.074 --> 00:05:07.454 professional audience, 00:05:08.355 --> 00:05:09.675 somebody who's going to come to physical 00:05:09.696 --> 00:05:10.776 therapy services, 00:05:11.576 --> 00:05:13.459 I don't think they put any value in 00:05:13.499 --> 00:05:13.939 that stuff. 00:05:14.798 --> 00:05:14.980 Okay. 00:05:15.259 --> 00:05:17.221 Especially not the hostage testimonials. 00:05:18.343 --> 00:05:21.648 Okay, yeah, those are creepy. 00:05:21.807 --> 00:05:22.108 Okay, 00:05:22.127 --> 00:05:24.350 so let's change subject but not topic. 00:05:26.112 --> 00:05:28.055 Recently, the McDonald's CEO... 00:05:28.175 --> 00:05:29.055 I don't even know his name, 00:05:29.276 --> 00:05:30.016 which is probably good. 00:05:30.137 --> 00:05:30.317 I mean, 00:05:30.358 --> 00:05:31.619 how often do you know the McDonald's CEO? 00:05:31.639 --> 00:05:31.959 Yeah. 00:05:33.261 --> 00:05:34.442 You know, had the creepy... 00:05:35.798 --> 00:05:38.339 half human bite of the new sandwich 00:05:38.439 --> 00:05:40.081 although here's the thing i now know the 00:05:40.141 --> 00:05:42.562 sand the new new sorry the new product 00:05:43.083 --> 00:05:44.824 at mcdonald's it's called the big arch 00:05:45.324 --> 00:05:48.185 although in my brain i say with college 00:05:48.225 --> 00:05:50.466 athletics name uh name image and likeness 00:05:50.607 --> 00:05:53.709 why wouldn't you go get arch manning for 00:05:53.728 --> 00:05:55.348 for a cup of hundy right like i'm 00:05:55.369 --> 00:05:56.750 sure arch manning wouldn't wouldn't mind 00:05:56.790 --> 00:05:58.531 the scratch and hey here comes the big 00:05:58.610 --> 00:06:00.232 arch but that's not me or we could 00:06:00.252 --> 00:06:01.632 put the ceo in front of a camera 00:06:02.509 --> 00:06:04.290 which clearly was like a cell phone camera 00:06:04.569 --> 00:06:07.351 in an office taking awkward bites. 00:06:08.153 --> 00:06:09.973 But of course I want, 00:06:10.314 --> 00:06:11.175 this is what I want. 00:06:12.536 --> 00:06:14.497 This is becoming my North star and more 00:06:14.536 --> 00:06:15.737 of the purpose of this show, 00:06:16.057 --> 00:06:18.980 which is I want you to see sort 00:06:19.019 --> 00:06:20.600 of our thought process. 00:06:21.040 --> 00:06:22.382 And then I want you to steal it. 00:06:22.422 --> 00:06:23.543 That's why I have that segment called 00:06:23.583 --> 00:06:24.824 steal the strategy, right? 00:06:24.863 --> 00:06:25.223 So this is, 00:06:25.463 --> 00:06:27.105 this is like a mini stealer strategy. 00:06:27.925 --> 00:06:29.067 Anytime that when we were, 00:06:29.107 --> 00:06:30.968 when I was in radio many moons ago, 00:06:32.528 --> 00:06:35.672 Anything that happened on a Tuesday, 00:06:35.831 --> 00:06:37.994 guess what we were talking about on a 00:06:38.053 --> 00:06:38.535 Wednesday. 00:06:38.855 --> 00:06:40.656 We would go into my office and we 00:06:40.677 --> 00:06:43.379 would put that thing like Janet Jackson 00:06:43.420 --> 00:06:45.362 and Justin Timberlake at the Superbowl, 00:06:46.062 --> 00:06:47.723 you know, wardrobe malfunction. 00:06:48.043 --> 00:06:49.625 We literally would put a picture of that 00:06:49.985 --> 00:06:51.728 in the middle of my whiteboard and go, 00:06:52.475 --> 00:06:53.615 And then around it, we go, 00:06:53.675 --> 00:06:54.437 what are we doing? 00:06:54.536 --> 00:06:57.221 Well, we have our regular CD giveaway. 00:06:58.081 --> 00:07:00.805 How do we draw a straight line between 00:07:00.845 --> 00:07:03.026 the thing that has everybody's attention 00:07:03.387 --> 00:07:05.610 right now and what we want? 00:07:06.011 --> 00:07:07.132 I know this from geometry. 00:07:07.271 --> 00:07:08.432 I'm not a math wizard, Tony, 00:07:08.452 --> 00:07:09.254 and you know this about me, 00:07:09.293 --> 00:07:12.158 but there's a straight line between any 00:07:12.218 --> 00:07:12.778 two points. 00:07:13.654 --> 00:07:15.014 Now, the distance, 00:07:15.276 --> 00:07:17.235 like sometimes it's too far of a leap, 00:07:17.795 --> 00:07:19.557 but if you start thinking that way, 00:07:19.857 --> 00:07:21.937 how do I take the thing that has 00:07:22.098 --> 00:07:24.218 everybody's attention in the world, 00:07:24.237 --> 00:07:25.879 because now we're all attached by social 00:07:25.918 --> 00:07:26.158 media, 00:07:26.499 --> 00:07:28.338 how do I take that attention and how 00:07:28.358 --> 00:07:30.740 do I use it for four tenths of 00:07:30.779 --> 00:07:31.120 a second? 00:07:31.139 --> 00:07:33.461 Because that's how fast we're going these 00:07:33.480 --> 00:07:33.721 days. 00:07:34.201 --> 00:07:37.601 So in the middle of the universe is 00:07:38.161 --> 00:07:40.103 creepy McDonald's CEO taking the bite. 00:07:41.206 --> 00:07:44.547 Burger King jumps in. 00:07:45.406 --> 00:07:46.708 They go a straight play. 00:07:46.807 --> 00:07:49.367 They do the same thing where they start 00:07:49.588 --> 00:07:50.809 taking shots at each other. 00:07:51.728 --> 00:07:51.928 Tony, 00:07:51.949 --> 00:07:53.449 do you know who the CEO of Wendy's 00:07:53.529 --> 00:07:53.730 is? 00:07:53.750 --> 00:07:55.790 No. 00:07:55.829 --> 00:07:56.250 Wendy. 00:07:57.990 --> 00:07:58.151 No. 00:07:58.690 --> 00:07:59.151 I have no idea. 00:07:59.331 --> 00:08:00.232 But no one does. 00:08:00.492 --> 00:08:00.591 But... 00:08:01.451 --> 00:08:05.235 The voice of Wendy's is a sassy redhead. 00:08:05.355 --> 00:08:06.776 They've adopted this. 00:08:06.817 --> 00:08:07.759 If you go to their Twitter, 00:08:08.059 --> 00:08:09.040 it's legendary. 00:08:09.380 --> 00:08:11.163 So did you see this? 00:08:11.202 --> 00:08:12.303 Did you hear us talking about it or 00:08:12.324 --> 00:08:12.904 did you see this? 00:08:13.165 --> 00:08:15.086 Wendy's sort of clapped back or they're 00:08:15.107 --> 00:08:16.668 like sort of – it wasn't even as 00:08:16.749 --> 00:08:17.430 direct. 00:08:18.324 --> 00:08:19.286 But it's this. 00:08:19.766 --> 00:08:23.088 They opened a job on their website, 00:08:23.668 --> 00:08:26.529 and the title of the job is Wendy's 00:08:26.810 --> 00:08:29.050 Chief Tasting Officer. 00:08:29.072 --> 00:08:30.492 Oh, I love it. 00:08:30.531 --> 00:08:31.353 So a second ago, 00:08:31.372 --> 00:08:34.115 we were talking about authenticity. 00:08:35.174 --> 00:08:36.015 It just isn't there. 00:08:36.355 --> 00:08:38.616 So any attempt at it turns people off. 00:08:39.437 --> 00:08:39.658 Well... 00:08:41.758 --> 00:08:43.778 course wendy's is like hold my beer 00:08:44.259 --> 00:08:46.219 they're like we're gonna quadruple down on 00:08:46.259 --> 00:08:48.099 this and we're gonna have a legit job 00:08:48.119 --> 00:08:50.679 interview so the title is chief tasting 00:08:50.740 --> 00:08:52.539 officer for wendy's and they put in 00:08:52.559 --> 00:08:55.541 parentheses yes that wendy's pay one 00:08:55.600 --> 00:08:58.922 hundred thousand dollars job type dream 00:08:59.282 --> 00:09:03.283 location remote travel light mostly to 00:09:03.322 --> 00:09:05.263 your local wendy's and or the couch 00:09:07.030 --> 00:09:10.471 So it sounds like they saw a CEO 00:09:10.491 --> 00:09:12.513 from their competitor being inauthentic 00:09:12.692 --> 00:09:13.133 and they said, 00:09:13.153 --> 00:09:14.692 you know who knows how to eat stuff? 00:09:15.313 --> 00:09:16.894 They could have done what Burger King did. 00:09:17.754 --> 00:09:19.115 This is like a masterclass. 00:09:19.335 --> 00:09:21.416 McDonald's, super square. 00:09:22.115 --> 00:09:24.596 McDonald's is PC, super square. 00:09:24.937 --> 00:09:25.716 It's Microsoft. 00:09:25.756 --> 00:09:26.756 It gets the job done. 00:09:27.177 --> 00:09:27.998 Everybody knows it. 00:09:28.258 --> 00:09:29.837 Nobody gets fired for picking McDonald's, 00:09:30.318 --> 00:09:30.499 right? 00:09:30.979 --> 00:09:32.719 Burger King is the little brother of 00:09:32.759 --> 00:09:34.500 McDonald's, always in the shadow. 00:09:35.825 --> 00:09:37.125 A little bit cooler though, 00:09:38.166 --> 00:09:39.307 at least their images. 00:09:39.626 --> 00:09:40.407 And they're like, 00:09:40.427 --> 00:09:41.528 we're going to poke fun at you. 00:09:41.587 --> 00:09:43.808 You just, you just embarrassed yourself. 00:09:43.928 --> 00:09:44.970 We're going to point that out. 00:09:45.450 --> 00:09:46.890 Wendy's quadruples down. 00:09:46.971 --> 00:09:49.471 Wendy's is like the youngest sister that 00:09:49.532 --> 00:09:50.493 goes, I'm going to, 00:09:50.673 --> 00:09:51.993 I'm going to dunk on both of you. 00:09:52.514 --> 00:09:54.554 And because you guys are fighting with 00:09:54.575 --> 00:09:55.034 each other, 00:09:55.294 --> 00:09:56.635 I'm going to go talk to the audience. 00:09:57.336 --> 00:09:58.236 So I'm going to go offer up a 00:09:58.297 --> 00:10:00.278 hundred grand for someone to become our 00:10:00.298 --> 00:10:02.538 chief tasting officer and their job is 00:10:03.922 --> 00:10:04.663 Goes on, it says, 00:10:04.682 --> 00:10:05.442 do you hate your job? 00:10:05.903 --> 00:10:07.965 Are you too iconic to be opening PDFs 00:10:07.985 --> 00:10:08.686 for your boss? 00:10:08.885 --> 00:10:09.947 Yeah, keep going. 00:10:10.668 --> 00:10:12.589 Ever been told you're a personality hire? 00:10:13.090 --> 00:10:13.570 That's me. 00:10:14.091 --> 00:10:15.731 Do you care more about bacon than bottom 00:10:15.751 --> 00:10:16.131 lines? 00:10:16.293 --> 00:10:16.692 Okay. 00:10:18.114 --> 00:10:19.754 Basically, you get paid to eat Wendy's, 00:10:19.796 --> 00:10:21.157 beach show, and make some content. 00:10:21.336 --> 00:10:24.298 They're hiring for their version of Jared 00:10:24.318 --> 00:10:24.879 from Subway. 00:10:26.109 --> 00:10:28.990 But they're doing it at the right moment. 00:10:29.270 --> 00:10:31.672 They're doing it at exactly the moment 00:10:31.912 --> 00:10:32.991 they should be doing it. 00:10:33.673 --> 00:10:37.214 This is a masterclass in putting the thing 00:10:37.595 --> 00:10:39.596 that has everybody's attention for the 00:10:39.635 --> 00:10:40.495 next fifteen minutes, 00:10:40.515 --> 00:10:41.897 because that's how fast attention goes, 00:10:42.596 --> 00:10:44.177 put that at the center of a whiteboard 00:10:44.217 --> 00:10:46.658 and go, what do we do? 00:10:47.499 --> 00:10:50.240 And the straight line between the creepy 00:10:50.280 --> 00:10:52.302 bite from McDonald's CEO to 00:10:55.679 --> 00:11:00.023 this job the short straight line is we 00:11:00.763 --> 00:11:04.465 interact with our customer that they know 00:11:04.485 --> 00:11:06.066 that they're strong at this so they say 00:11:06.105 --> 00:11:07.386 we put this at the middle of our 00:11:07.407 --> 00:11:10.188 dry erase board and we go okay so 00:11:10.568 --> 00:11:13.910 tony this is why i was trying to 00:11:13.931 --> 00:11:17.113 be subversive and ask questions on social 00:11:17.192 --> 00:11:18.994 once i saw this i said hey listen 00:11:20.066 --> 00:11:20.885 Because the question is, 00:11:21.267 --> 00:11:24.107 how many eyeballs, likes, 00:11:24.347 --> 00:11:27.509 reshares will this person have to generate 00:11:27.568 --> 00:11:31.191 in a year to make themself worth one 00:11:31.230 --> 00:11:32.230 hundred thousand dollars? 00:11:32.532 --> 00:11:32.652 Now, 00:11:32.751 --> 00:11:34.091 understanding that Wendy's is on a 00:11:34.131 --> 00:11:36.432 different scale than a clinic, 00:11:37.073 --> 00:11:38.494 but maybe not a chain of clinics, 00:11:38.594 --> 00:11:41.336 maybe not a multistate clinic. 00:11:41.855 --> 00:11:45.116 Why wouldn't a Fox Rehab hire someone 00:11:45.256 --> 00:11:45.898 every year 00:11:46.898 --> 00:11:48.979 over the age of sixty-five to be their 00:11:49.078 --> 00:11:49.458 face. 00:11:50.119 --> 00:11:51.059 I pitched that idea. 00:11:51.100 --> 00:11:51.700 We never did it. 00:11:51.740 --> 00:11:52.100 Just FYI. 00:11:52.639 --> 00:11:53.860 Steal it again, please, Fox. 00:11:53.921 --> 00:11:54.821 I think that would be brilliant. 00:11:55.942 --> 00:11:57.982 But why wouldn't an orthopedic practice 00:11:58.082 --> 00:11:58.403 pick 00:11:59.565 --> 00:12:02.346 their chief exercise officer and make it 00:12:02.385 --> 00:12:04.606 someone who like sort of likes exercise 00:12:04.866 --> 00:12:06.226 because they're realistic. 00:12:06.486 --> 00:12:09.927 So I saw Wendy's again and they'll be 00:12:09.988 --> 00:12:10.488 teaching. 00:12:11.067 --> 00:12:13.708 Wendy's will be its own marketing class if 00:12:13.828 --> 00:12:15.970 it's not already because they just 00:12:16.169 --> 00:12:16.909 understand. 00:12:16.950 --> 00:12:19.471 And it's so funny to watch brands that 00:12:19.510 --> 00:12:21.772 are quote bigger and have more money just 00:12:21.912 --> 00:12:24.993 get dunked on by Wendy's continually. 00:12:25.052 --> 00:12:25.873 It's not an accident. 00:12:25.913 --> 00:12:27.013 These guys know what they're doing. 00:12:27.253 --> 00:12:29.234 It's a playbook and they run it well. 00:12:30.157 --> 00:12:32.278 I think this is the biggest advantage we 00:12:32.339 --> 00:12:34.461 have as smaller businesses. 00:12:34.881 --> 00:12:35.903 Yes. 00:12:35.942 --> 00:12:37.104 We have the agility. 00:12:37.724 --> 00:12:39.566 We have the benefit of hindsight. 00:12:39.645 --> 00:12:41.047 We can look, read, 00:12:41.086 --> 00:12:44.791 react instead of like following the plan. 00:12:44.831 --> 00:12:46.893 And, you know, 00:12:46.952 --> 00:12:48.634 Wendy's is a great example of that. 00:12:48.695 --> 00:12:49.735 Carl's Jr. 00:12:49.956 --> 00:12:51.857 Everybody came out of the woodwork with 00:12:51.878 --> 00:12:52.238 this. 00:12:52.899 --> 00:12:54.679 What I thought was hilarious is. 00:12:55.581 --> 00:12:58.922 if you go back mcdonald's ceo has done 00:12:58.961 --> 00:13:02.442 these exact tastings oh really i didn't 00:13:02.462 --> 00:13:04.582 know that a bunch of times this was 00:13:04.743 --> 00:13:07.783 nothing new this was nothing like oh let's 00:13:07.823 --> 00:13:10.764 get this crazy idea he had been doing 00:13:10.845 --> 00:13:14.225 it he's just as awkward just as goofy 00:13:15.044 --> 00:13:18.605 um this for whatever reason the algorithm 00:13:18.666 --> 00:13:20.586 gods just said hey we're gonna put this 00:13:20.706 --> 00:13:21.167 one out 00:13:21.787 --> 00:13:24.668 but it's it's a normal thing for him 00:13:24.730 --> 00:13:28.091 to do something like this really yeah yeah 00:13:28.111 --> 00:13:29.714 it's timing it's i mean there's six quite 00:13:29.734 --> 00:13:32.355 right who what where when why how it 00:13:32.416 --> 00:13:33.797 might have just been a slow news day 00:13:34.136 --> 00:13:36.639 or to pivot and talk about a different 00:13:36.678 --> 00:13:39.581 type of restaurant chain when that when 00:13:39.621 --> 00:13:43.024 that woman ordered that triple cheese 00:13:43.125 --> 00:13:46.006 whatever at chili's and blew up their 00:13:46.086 --> 00:13:47.908 fourth quarter revenue because her 00:13:48.802 --> 00:13:49.003 you know, 00:13:49.323 --> 00:13:51.587 twenty eight second video went viral. 00:13:52.708 --> 00:13:55.433 It's a win and you can't time that 00:13:55.794 --> 00:13:56.696 you can try. 00:13:58.239 --> 00:13:59.801 This this goes back to what we're talking 00:13:59.821 --> 00:14:01.202 about a few weeks during the Super Bowl. 00:14:02.660 --> 00:14:04.101 If you handed me a budget and said, 00:14:04.142 --> 00:14:04.363 Jimmy, 00:14:04.383 --> 00:14:06.703 here's money to spend on the Super Bowl, 00:14:06.783 --> 00:14:08.405 I'd go, I'll take that budget. 00:14:08.446 --> 00:14:09.547 I'll spend that in April, May, 00:14:09.567 --> 00:14:11.408 June when everybody else has shot their 00:14:11.447 --> 00:14:11.768 wad. 00:14:12.568 --> 00:14:14.309 Then I'm the only guy with a megaphone 00:14:14.350 --> 00:14:15.571 in a room full of people who have 00:14:15.610 --> 00:14:16.152 no bullets. 00:14:17.052 --> 00:14:18.033 I'll take that math. 00:14:19.134 --> 00:14:20.134 So you can't time that. 00:14:20.975 --> 00:14:23.456 You can try, but timing is... I mean, 00:14:23.657 --> 00:14:26.919 what do you think the shares of Ocean 00:14:26.980 --> 00:14:30.743 Spray cranberry juice did when that guy 00:14:31.423 --> 00:14:31.604 was... 00:14:32.484 --> 00:14:32.904 Did you see that? 00:14:32.924 --> 00:14:34.586 Remember the selfie video of the dude? 00:14:35.028 --> 00:14:36.309 He was skateboarding. 00:14:36.350 --> 00:14:38.572 It's a random video. 00:14:38.673 --> 00:14:40.034 Like you could not script this, 00:14:40.095 --> 00:14:41.576 not with a billion dollars, right? 00:14:42.077 --> 00:14:43.779 Some dude, I think it was in California, 00:14:43.820 --> 00:14:44.400 somewhere out West. 00:14:44.421 --> 00:14:46.023 He just looked chill and he's like 00:14:46.344 --> 00:14:47.905 skateboarding, just cruising. 00:14:48.567 --> 00:14:49.927 Drinking a full bottle, 00:14:49.947 --> 00:14:51.328 like the one you buy in the grocery 00:14:51.349 --> 00:14:51.489 store, 00:14:51.528 --> 00:14:52.408 not like the one you buy at the 00:14:52.428 --> 00:14:52.769 convenience store. 00:14:53.068 --> 00:14:54.409 Just sip it on ocean spray, 00:14:54.429 --> 00:14:56.490 cranberry juice, listen to Fleetwood Mac. 00:14:56.791 --> 00:14:57.971 And it goes viral because everybody was 00:14:57.991 --> 00:14:59.493 just like, look at this man. 00:14:59.552 --> 00:15:00.432 He's the chillest guy. 00:15:01.134 --> 00:15:03.254 How can I be so chill? 00:15:03.274 --> 00:15:03.355 Yeah. 00:15:04.956 --> 00:15:06.836 And this guy pops off and now he's 00:15:06.876 --> 00:15:09.879 got like a mini influencer career. 00:15:09.899 --> 00:15:10.139 Yeah. 00:15:10.879 --> 00:15:12.221 But Ocean Spray, 00:15:12.461 --> 00:15:14.065 with all the money and all the marketers 00:15:14.105 --> 00:15:14.866 and all the rooms, 00:15:15.106 --> 00:15:16.470 would never have come up with that. 00:15:16.509 --> 00:15:17.611 It doesn't make any sense, 00:15:17.952 --> 00:15:19.676 which goes back to the idea of what 00:15:19.696 --> 00:15:20.337 we're talking about. 00:15:20.738 --> 00:15:22.642 That dude is authentically chill. 00:15:23.355 --> 00:15:25.277 People could tell, right? 00:15:25.356 --> 00:15:27.158 If he was like, Hey everybody, I'm chill. 00:15:27.239 --> 00:15:28.438 Drink more ocean spray. 00:15:28.658 --> 00:15:30.301 People would go and they'd mock him. 00:15:30.380 --> 00:15:30.520 Like, 00:15:30.561 --> 00:15:32.201 so there is such a fine line between, 00:15:32.721 --> 00:15:32.881 I mean, 00:15:32.902 --> 00:15:36.144 we call it in video games or sports, 00:15:36.163 --> 00:15:37.024 like a try hard, 00:15:37.164 --> 00:15:38.946 like the kid who tries too hard in 00:15:39.005 --> 00:15:39.527 practice, 00:15:39.886 --> 00:15:41.807 but the coach is saying practice like you 00:15:41.847 --> 00:15:42.207 play. 00:15:42.568 --> 00:15:43.509 But like some people are just like, 00:15:43.548 --> 00:15:44.929 Hey bro, like dial it back. 00:15:44.970 --> 00:15:46.311 You're trying a little too hard here. 00:15:47.323 --> 00:15:49.004 So I think the question now is, 00:15:49.465 --> 00:15:53.207 does the McDonald's CEO double down, 00:15:53.268 --> 00:15:55.469 triple down on this, you know, 00:15:55.509 --> 00:15:57.571 this new thing that he created, 00:15:58.270 --> 00:16:00.172 or does he try to back off and 00:16:00.351 --> 00:16:02.394 act tough and take a big bite and 00:16:02.433 --> 00:16:02.734 do, 00:16:03.114 --> 00:16:04.855 do the things that they're making fun of 00:16:04.894 --> 00:16:05.775 him for not doing? 00:16:06.316 --> 00:16:07.937 I think obviously you double down. 00:16:07.996 --> 00:16:09.477 You're like, look, I didn't, 00:16:09.658 --> 00:16:12.299 I didn't get this physique by, you know, 00:16:12.340 --> 00:16:13.321 doing whatever, 00:16:13.380 --> 00:16:14.922 like you make fun of yourself. 00:16:14.961 --> 00:16:15.142 You're, 00:16:15.162 --> 00:16:20.788 I think that's the best possible thing 00:16:20.807 --> 00:16:21.229 they could do. 00:16:21.269 --> 00:16:23.311 I think it is also the best possible 00:16:23.331 --> 00:16:24.331 thing that they should do. 00:16:24.532 --> 00:16:26.494 I think they won't because I think their 00:16:26.835 --> 00:16:29.477 track record is they will not do it. 00:16:29.557 --> 00:16:30.678 This is the one I'm talking about. 00:16:30.698 --> 00:16:31.580 You never saw this video. 00:16:31.600 --> 00:16:33.101 This was everywhere for a hot second. 00:16:35.750 --> 00:16:37.091 Twenty three seconds long. 00:16:37.272 --> 00:16:38.772 This guy is just living. 00:16:39.312 --> 00:16:41.232 People saw this and like the look on 00:16:41.273 --> 00:16:42.813 his face is like, 00:16:43.274 --> 00:16:44.514 I am just living my best life. 00:16:44.575 --> 00:16:46.255 And people were just like, like, 00:16:46.275 --> 00:16:48.177 they didn't say I want to go 00:16:48.256 --> 00:16:48.917 skateboarding. 00:16:49.116 --> 00:16:50.677 They didn't say I want to drink cranberry 00:16:50.717 --> 00:16:51.018 juice. 00:16:51.378 --> 00:16:52.177 They were saying, like, 00:16:53.058 --> 00:16:54.720 how do I get the feeling that this 00:16:54.759 --> 00:16:55.299 guy has? 00:16:55.320 --> 00:16:57.221 Because this guy has no care in the 00:16:57.260 --> 00:16:57.581 world. 00:16:57.880 --> 00:16:59.981 This twenty three second video goes viral. 00:17:02.033 --> 00:17:02.914 He didn't do it on purpose, 00:17:02.934 --> 00:17:05.018 but he product places the logo like six 00:17:05.077 --> 00:17:06.098 times perfectly. 00:17:06.359 --> 00:17:07.121 Chef's kiss. 00:17:07.580 --> 00:17:09.463 He's rocking out to Fleetwood Mac. 00:17:09.503 --> 00:17:09.683 Like, 00:17:10.025 --> 00:17:11.846 nothing makes sense about this video, 00:17:11.988 --> 00:17:14.832 and yet everything makes sense about this 00:17:14.872 --> 00:17:15.092 video. 00:17:15.112 --> 00:17:16.374 This is like, what's his name? 00:17:17.375 --> 00:17:18.175 Dogface. 00:17:18.757 --> 00:17:20.637 four twenty dog face two oh eight like 00:17:20.817 --> 00:17:22.618 if even the even the account name is 00:17:22.739 --> 00:17:24.759 random and it like it adds to its 00:17:24.880 --> 00:17:27.961 authenticity if he was like cranberry fan 00:17:28.061 --> 00:17:30.222 one twenty three people would have sniffed 00:17:30.242 --> 00:17:32.864 that out from ten miles away so to 00:17:32.903 --> 00:17:36.086 go back to the chief tasting officer from 00:17:37.026 --> 00:17:40.847 uh from wendy's let's jump in their shoes 00:17:40.907 --> 00:17:44.829 now okay you've you've now 00:17:46.738 --> 00:17:48.838 You've now got four hundred thousand 00:17:48.878 --> 00:17:49.179 people. 00:17:49.239 --> 00:17:50.920 Plus, I'm going to put a submission in. 00:17:50.960 --> 00:17:51.720 I promised I would. 00:17:51.839 --> 00:17:52.820 I'll submit for this job. 00:17:52.881 --> 00:17:53.641 What are the odds I get? 00:17:53.701 --> 00:17:55.142 I'll go do something dumb outside my 00:17:55.182 --> 00:17:56.481 backyard, maybe land a hundred grand. 00:17:57.883 --> 00:17:59.483 Tony, we've found our person. 00:17:59.884 --> 00:18:00.483 This is three. 00:18:00.663 --> 00:18:01.585 This is three weeks from now. 00:18:02.444 --> 00:18:04.306 And my suggestion to Wendy's is you better 00:18:04.346 --> 00:18:05.487 do it quick because people are going to 00:18:05.527 --> 00:18:06.487 forget about this soon. 00:18:06.666 --> 00:18:07.587 But that's OK, 00:18:08.528 --> 00:18:10.088 because my guess is this chief tasting 00:18:10.128 --> 00:18:11.308 officer is not going to go head to 00:18:11.348 --> 00:18:13.289 head with the McDonald's CEO. 00:18:13.329 --> 00:18:14.711 The purpose is the long play. 00:18:15.939 --> 00:18:17.098 what would you what would your 00:18:17.159 --> 00:18:19.099 instructions be like you're going to give 00:18:19.119 --> 00:18:20.819 them a handler like someone from wendy's 00:18:20.859 --> 00:18:22.441 is going to meet with this person once 00:18:22.480 --> 00:18:24.820 a day once a week once every couple 00:18:24.861 --> 00:18:26.942 of days what would you tell this person 00:18:26.981 --> 00:18:32.163 to do oh man i don't know um 00:18:32.182 --> 00:18:34.442 what's on your mind what are you thinking 00:18:34.502 --> 00:18:36.703 yeah so i would take that strategy that 00:18:36.723 --> 00:18:39.325 we just talked about let's we have to 00:18:39.345 --> 00:18:40.144 give this person a name 00:18:41.755 --> 00:18:44.476 uh this kid's name is uh keith johnson 00:18:44.615 --> 00:18:46.496 keith johnson's from iowa keith johnson 00:18:46.516 --> 00:18:49.435 you're our guy i'd put keith johnson in 00:18:49.455 --> 00:18:51.336 the middle of the dry erase board and 00:18:51.356 --> 00:18:53.037 then i'd fly to wherever keith johnson 00:18:53.076 --> 00:18:54.656 lived and i would go hang out with 00:18:54.676 --> 00:18:56.557 him i'd be like keith johnson man what 00:18:56.577 --> 00:18:58.137 do you do what's your what's your thing 00:18:58.498 --> 00:18:59.678 would you have a job do you go 00:18:59.698 --> 00:19:01.999 to school like what kind of car do 00:19:02.019 --> 00:19:05.578 you own who are your friends now this 00:19:05.618 --> 00:19:08.039 is also stealing i mean wendy's is ninety 00:19:08.059 --> 00:19:09.059 eight percent of the way there they don't 00:19:09.079 --> 00:19:09.619 need my help 00:19:10.711 --> 00:19:12.211 But there is a coffee shop in New 00:19:12.231 --> 00:19:15.574 York City that now has several hundred 00:19:15.614 --> 00:19:17.615 thousand followers on Instagram and now 00:19:17.675 --> 00:19:20.998 has tourists coming into New York to go 00:19:21.018 --> 00:19:23.799 to this random Brooklyn coffee shop. 00:19:25.280 --> 00:19:26.422 Now I need to talk to some people 00:19:26.442 --> 00:19:28.063 who haven't visited New York City before. 00:19:28.844 --> 00:19:30.265 Brooklyn is part of New York City, 00:19:30.924 --> 00:19:32.385 but getting from Manhattan, 00:19:32.486 --> 00:19:33.926 which is what everybody considers New York 00:19:33.967 --> 00:19:35.307 City, there are other parts, 00:19:35.847 --> 00:19:38.369 getting to Brooklyn for coffee is not a 00:19:38.410 --> 00:19:39.030 simple task. 00:19:39.888 --> 00:19:40.509 It's not easy. 00:19:40.690 --> 00:19:41.470 It's New York, man. 00:19:41.509 --> 00:19:42.010 Going anywhere. 00:19:42.090 --> 00:19:43.030 Going fifty feet is hard. 00:19:44.531 --> 00:19:46.334 They have captured so much attention that 00:19:46.354 --> 00:19:47.694 when people now travel to New York, 00:19:47.714 --> 00:19:48.875 they're like it is on. 00:19:48.894 --> 00:19:51.376 It's like Empire State Building, you know, 00:19:51.477 --> 00:19:53.638 nine eleven memorial this that South 00:19:53.659 --> 00:19:58.903 Street Seaport, this random coffee shop. 00:19:58.942 --> 00:19:59.863 And they did not do it with the 00:19:59.903 --> 00:20:00.263 budget. 00:20:00.884 --> 00:20:02.525 They did it with intention. 00:20:03.145 --> 00:20:04.626 They turned it into sort of a soap 00:20:04.727 --> 00:20:05.047 opera. 00:20:05.688 --> 00:20:07.909 So they turned all their baristas into 00:20:07.989 --> 00:20:09.049 caricatures and 00:20:10.608 --> 00:20:11.710 And that's what you have to do to 00:20:11.869 --> 00:20:13.191 Keith from Iowa. 00:20:13.290 --> 00:20:14.612 If he's the chief tasting officer, 00:20:14.912 --> 00:20:16.792 turn him into a not even just a 00:20:16.853 --> 00:20:19.253 character, a caricature. 00:20:19.434 --> 00:20:21.776 What I mean is if he's tall, 00:20:22.175 --> 00:20:23.576 play on how tall he is. 00:20:23.616 --> 00:20:24.577 He's lanky now. 00:20:24.938 --> 00:20:27.900 If he's quiet, maybe he never speaks. 00:20:28.519 --> 00:20:29.300 Maybe he's mute. 00:20:29.560 --> 00:20:31.021 Like the whole thing is he never says 00:20:31.061 --> 00:20:31.382 anything, 00:20:31.662 --> 00:20:33.564 but he speaks with his eyes or facial 00:20:33.604 --> 00:20:34.044 expression. 00:20:34.284 --> 00:20:36.625 whatever he is or she is, 00:20:36.945 --> 00:20:38.747 is the mostest, right? 00:20:39.247 --> 00:20:40.406 And then you base, you put, 00:20:40.548 --> 00:20:42.409 then you have to take the character and 00:20:42.429 --> 00:20:43.709 you have to put them in uncomfortable 00:20:43.749 --> 00:20:46.570 situations or common situations with a 00:20:46.631 --> 00:20:46.931 twist. 00:20:47.290 --> 00:20:48.771 This is Seinfeld, right? 00:20:49.011 --> 00:20:50.032 Or this is a sitcom. 00:20:50.093 --> 00:20:51.374 This is a movie. 00:20:51.773 --> 00:20:52.834 This is the hero's journey. 00:20:53.234 --> 00:20:54.434 You've got the character, 00:20:54.755 --> 00:20:56.016 but now we need to put them in, 00:20:56.435 --> 00:20:57.196 it can't be 00:20:58.817 --> 00:21:00.998 sit down and eat the new product from 00:21:01.038 --> 00:21:02.718 Wendy's in three months when it comes out. 00:21:02.798 --> 00:21:04.019 It can't be that, right? 00:21:04.078 --> 00:21:05.699 That would be what McDonald's would do. 00:21:06.159 --> 00:21:07.319 And that's why they would lose. 00:21:07.660 --> 00:21:09.220 But Wendy's will not do that. 00:21:09.681 --> 00:21:10.820 If they follow through with this, 00:21:10.840 --> 00:21:11.881 which I think they will because they 00:21:11.901 --> 00:21:12.541 usually follow through, 00:21:12.981 --> 00:21:14.602 they will create a character out of this 00:21:14.642 --> 00:21:15.903 person a la... 00:21:17.501 --> 00:21:18.461 Jared from Subway. 00:21:18.623 --> 00:21:19.982 I said that they were down social media 00:21:20.202 --> 00:21:21.844 and then someone quickly corrected me and 00:21:21.864 --> 00:21:22.163 was like, 00:21:22.624 --> 00:21:25.085 didn't end up so well for for Jared 00:21:25.105 --> 00:21:25.664 from Subway. 00:21:25.744 --> 00:21:26.265 Like, right. 00:21:26.664 --> 00:21:28.086 The beginning part of that was brilliant, 00:21:28.125 --> 00:21:28.365 though. 00:21:28.465 --> 00:21:28.885 Right. 00:21:29.066 --> 00:21:30.586 Create a character from the audience. 00:21:30.905 --> 00:21:31.646 Watch his journey. 00:21:32.186 --> 00:21:34.347 I think that's I think that's what Wendy's 00:21:34.448 --> 00:21:37.127 will do is this person soon, 00:21:37.249 --> 00:21:38.568 once they get the right person, 00:21:38.929 --> 00:21:41.170 will start to show up and be for 00:21:41.190 --> 00:21:44.151 a short time the face of Wendy's from 00:21:44.171 --> 00:21:44.631 the audience. 00:21:45.398 --> 00:21:48.079 So taking that to your original question 00:21:48.119 --> 00:21:51.142 was, could a private practice do this? 00:21:51.221 --> 00:21:54.442 Could I afford to invest a hundred 00:21:54.482 --> 00:21:58.085 thousand dollars in hiring the exercise 00:21:58.144 --> 00:21:58.644 person? 00:21:59.954 --> 00:22:01.817 I mean, I think you could, 00:22:01.836 --> 00:22:03.458 and I think the return on the investment 00:22:03.478 --> 00:22:05.880 would be there, but it always, 00:22:05.940 --> 00:22:07.821 and this is the problem with marketing 00:22:08.001 --> 00:22:11.003 slash advertising slash branding, 00:22:11.904 --> 00:22:12.726 what if it doesn't? 00:22:12.746 --> 00:22:14.166 You know, 00:22:14.207 --> 00:22:18.170 are we only seeing the one-offs that blow 00:22:18.289 --> 00:22:19.631 up and go crazy, 00:22:20.051 --> 00:22:21.932 and we're not seeing the nine million 00:22:22.093 --> 00:22:24.575 other ones that are just a completely 00:22:24.776 --> 00:22:27.557 waste of money because they don't go 00:22:27.617 --> 00:22:28.838 anywhere, they don't do anything. 00:22:29.352 --> 00:22:29.731 Yep. 00:22:29.952 --> 00:22:30.113 Yeah. 00:22:30.413 --> 00:22:31.634 Survivorship bias, right? 00:22:31.713 --> 00:22:33.015 I'm talking about Jared with Subway 00:22:33.075 --> 00:22:33.375 Worked. 00:22:33.476 --> 00:22:35.438 I'm sure other brands tried it immediately 00:22:35.837 --> 00:22:36.719 and crashed and burned. 00:22:37.159 --> 00:22:39.221 So then if I changed, 00:22:39.401 --> 00:22:42.243 what if we changed some of the parameters, 00:22:42.284 --> 00:22:42.663 Tony? 00:22:43.625 --> 00:22:44.625 What if you knew, 00:22:45.227 --> 00:22:46.347 what if you had somebody, 00:22:46.367 --> 00:22:48.148 you have these people coming back to your 00:22:48.189 --> 00:22:49.830 clinic over and over and over again? 00:22:50.412 --> 00:22:51.432 Do you have a couple of those people 00:22:51.472 --> 00:22:51.673 in mind? 00:22:51.692 --> 00:22:52.353 You don't have to say them, 00:22:52.373 --> 00:22:53.513 but you have several of those, right? 00:22:53.554 --> 00:22:54.015 Many, many. 00:22:55.652 --> 00:22:57.734 What is one of those people worth in 00:22:57.875 --> 00:22:58.896 revenue to your clinic? 00:22:58.957 --> 00:23:01.579 Just one, like a super fan, ballpark. 00:23:01.601 --> 00:23:02.962 Yeah, I mean, realistically, 00:23:03.022 --> 00:23:04.444 like we talked about this, 00:23:04.664 --> 00:23:08.711 if you're looking at the Medicare 00:23:08.750 --> 00:23:09.491 financial... 00:23:11.703 --> 00:23:12.625 Gosh, I'm blanking out. 00:23:13.005 --> 00:23:14.945 Financial threshold, you know, 00:23:14.986 --> 00:23:16.166 at three thousand a year. 00:23:16.666 --> 00:23:17.186 Right. 00:23:17.287 --> 00:23:20.648 It's absolutely reasonable that a Medicare 00:23:20.669 --> 00:23:23.911 beneficiary with moderate complexities is 00:23:23.951 --> 00:23:25.912 going to generate three hundred three 00:23:25.951 --> 00:23:29.173 thousand a year in revenue. 00:23:29.673 --> 00:23:32.635 They're going to be around five to seven 00:23:32.675 --> 00:23:34.156 years at least. 00:23:34.977 --> 00:23:35.978 You're looking at, you know, 00:23:36.117 --> 00:23:37.638 let's just say thirty five thousand 00:23:37.659 --> 00:23:38.058 dollars. 00:23:38.722 --> 00:23:38.982 Okay, 00:23:39.423 --> 00:23:41.364 so my twist and my reason for asking 00:23:41.403 --> 00:23:44.465 for that is playing within all the 00:23:44.506 --> 00:23:45.326 Medicare rules, 00:23:45.405 --> 00:23:47.067 saying if this is a Medicare patient, 00:23:48.688 --> 00:23:50.528 could you offer this person instead of a 00:23:50.548 --> 00:23:51.529 hundred thousand dollars? 00:23:51.609 --> 00:23:52.609 Do you want to keep coming? 00:23:52.789 --> 00:23:53.190 Yes. 00:23:53.711 --> 00:23:55.030 You're going to be my immediate face. 00:23:55.612 --> 00:23:57.353 Everything past your benefits that we 00:23:57.393 --> 00:23:59.473 would normally charge you cash is zero 00:23:59.493 --> 00:23:59.814 dollars. 00:24:01.192 --> 00:24:02.753 Like you could easily do that because if 00:24:02.794 --> 00:24:04.896 this person is a super fan to them, 00:24:04.936 --> 00:24:07.740 it's worth unlimited access for the thing 00:24:07.760 --> 00:24:08.602 that I want. 00:24:10.241 --> 00:24:13.522 So I selfishly was asking, 00:24:14.623 --> 00:24:17.364 how much marketing ROI would you need to 00:24:17.403 --> 00:24:19.345 justify a one hundred thousand dollar 00:24:19.384 --> 00:24:19.845 spend? 00:24:20.184 --> 00:24:21.865 And people were like coming after me like, 00:24:22.184 --> 00:24:23.746 are you saying that we should be spending 00:24:23.806 --> 00:24:24.385 all our profit? 00:24:24.445 --> 00:24:24.685 No, 00:24:25.385 --> 00:24:26.826 I was doing some math and you guys 00:24:26.866 --> 00:24:28.086 got all mad at me. 00:24:28.106 --> 00:24:30.688 What I'm saying is going back to a 00:24:30.748 --> 00:24:32.167 premise we've been talking about for 00:24:32.248 --> 00:24:33.429 months, if not years, 00:24:34.128 --> 00:24:36.829 is the attention of what we do or 00:24:36.890 --> 00:24:37.549 can do 00:24:38.567 --> 00:24:41.368 worth the effort putting into it so that 00:24:41.409 --> 00:24:43.329 it generates results, patience, 00:24:43.470 --> 00:24:44.590 attention on the backend. 00:24:45.211 --> 00:24:46.332 Wendy's is proving this. 00:24:46.592 --> 00:24:48.492 I understand I'm comparing apples and 00:24:50.013 --> 00:24:50.554 frosties, 00:24:51.454 --> 00:24:55.537 but I still think the premise holds true. 00:24:57.013 --> 00:24:58.334 And you can look at any of my 00:24:58.374 --> 00:24:58.914 channels. 00:24:58.954 --> 00:25:00.815 You see Don, you see Dale, 00:25:00.875 --> 00:25:03.935 you see the same characters over and over 00:25:03.996 --> 00:25:04.496 again. 00:25:05.777 --> 00:25:08.577 Ironically, they love it. 00:25:09.317 --> 00:25:11.979 We just had a situation where Don, 00:25:12.078 --> 00:25:14.500 one of my clients for over a decade, 00:25:15.700 --> 00:25:17.461 he's got a two and a half, 00:25:17.520 --> 00:25:20.781 two point eight million view clip on 00:25:20.981 --> 00:25:21.701 Instagram. 00:25:22.926 --> 00:25:25.627 He had one of his other videos clip 00:25:25.807 --> 00:25:29.028 that somebody put into an ad and a 00:25:29.369 --> 00:25:31.250 third patient came in and they're like, 00:25:31.810 --> 00:25:34.211 I just saw your patient on my Facebook 00:25:34.230 --> 00:25:36.511 feed in an ad for a product that 00:25:36.551 --> 00:25:38.432 you guys don't even have anything to do 00:25:38.452 --> 00:25:38.673 with. 00:25:38.692 --> 00:25:40.114 And, you know. 00:25:41.238 --> 00:25:43.759 So these guys have actually built their 00:25:43.878 --> 00:25:46.160 own little audiences. 00:25:46.220 --> 00:25:46.359 Yes. 00:25:46.480 --> 00:25:48.080 And they've been with me forever, 00:25:48.181 --> 00:25:49.221 and they love it. 00:25:49.342 --> 00:25:50.682 They get a lot out of it. 00:25:51.201 --> 00:25:52.123 I don't have to pay them, 00:25:52.163 --> 00:25:52.903 like you said. 00:25:53.983 --> 00:25:55.784 I do actually still charge them a monthly 00:25:55.824 --> 00:25:57.704 membership, but that's beside the point. 00:25:58.065 --> 00:25:58.365 Right. 00:25:59.105 --> 00:26:01.126 But it's absolutely doable. 00:26:02.666 --> 00:26:05.488 Yeah, juice is worth the squeeze there, 00:26:05.929 --> 00:26:06.528 in my opinion. 00:26:07.721 --> 00:26:10.942 It's probably better that it's not a hired 00:26:10.962 --> 00:26:11.083 person. 00:26:11.103 --> 00:26:11.522 Correct. 00:26:11.682 --> 00:26:12.583 There's that authenticity, right? 00:26:12.603 --> 00:26:13.884 Because there's no expectation for 00:26:13.943 --> 00:26:14.963 performance. 00:26:15.023 --> 00:26:15.284 Right. 00:26:15.463 --> 00:26:15.864 Correct. 00:26:16.763 --> 00:26:16.943 Yeah. 00:26:17.525 --> 00:26:19.265 I think if the goal in this world 00:26:19.305 --> 00:26:21.786 is authenticity, that's very hard to... 00:26:22.405 --> 00:26:23.546 Like, think about this sentence. 00:26:24.006 --> 00:26:26.287 We need to manufacture the authenticity. 00:26:28.066 --> 00:26:29.406 Well, that's an oxymoron. 00:26:31.429 --> 00:26:32.170 Just by saying that, 00:26:32.190 --> 00:26:35.712 we have to manufacture the authenticity. 00:26:35.913 --> 00:26:40.096 Those two things are in opposition. 00:26:40.155 --> 00:26:42.478 Right. 00:26:42.498 --> 00:26:44.160 All right, so here's the thing. 00:26:44.339 --> 00:26:46.241 I'm eagerly awaiting to see how Wendy's 00:26:46.281 --> 00:26:48.544 plays this, because if you think... 00:26:49.357 --> 00:26:51.699 marketers don't steal and borrow and twist 00:26:51.778 --> 00:26:52.558 ideas from each other, 00:26:52.778 --> 00:26:53.598 you're not paying attention. 00:26:53.999 --> 00:26:55.440 And if you feel icky for doing that, 00:26:55.839 --> 00:26:57.180 then you need to reinvent the wheel every 00:26:57.220 --> 00:26:58.621 single day and I feel bad for you. 00:26:59.760 --> 00:27:01.601 I didn't need to re-record Nirvana's 00:27:01.701 --> 00:27:02.781 Smells Like Teen Spirit. 00:27:02.821 --> 00:27:04.182 We just played the crap out of it. 00:27:04.882 --> 00:27:06.042 And then we looked for new music and 00:27:06.063 --> 00:27:07.103 we looked for stuff to do between the 00:27:07.143 --> 00:27:07.403 songs. 00:27:07.423 --> 00:27:08.022 I mean, 00:27:08.042 --> 00:27:09.644 there's a lather rinse repeat to this. 00:27:10.544 --> 00:27:10.864 I don't know. 00:27:11.284 --> 00:27:13.545 So let me pitch this idea to you. 00:27:13.605 --> 00:27:14.525 A little bit of a pivot. 00:27:15.825 --> 00:27:17.905 But I have a... 00:27:19.306 --> 00:27:21.667 sort of like an office hours thing I 00:27:21.688 --> 00:27:22.509 do every other week. 00:27:22.628 --> 00:27:23.410 Every other Wednesday, 00:27:23.430 --> 00:27:24.490 I sort of have a happy hour where 00:27:24.510 --> 00:27:25.892 I'm like, come in. 00:27:25.912 --> 00:27:27.432 It's sort of an ask me anything. 00:27:28.574 --> 00:27:29.055 It's like, hey, 00:27:29.095 --> 00:27:30.296 if you're looking for help in marketing, 00:27:30.455 --> 00:27:32.538 just come in and talk about it. 00:27:32.837 --> 00:27:33.558 You want to learn how to podcast? 00:27:33.638 --> 00:27:34.278 I don't care. 00:27:34.318 --> 00:27:34.900 Throw it at me. 00:27:34.980 --> 00:27:36.060 If I can answer it, great. 00:27:36.520 --> 00:27:37.422 If other people in the room, 00:27:37.442 --> 00:27:39.002 they answer it better, even better. 00:27:39.644 --> 00:27:40.223 Here's the thing. 00:27:40.924 --> 00:27:44.048 I'm listening and transcribing 00:27:45.373 --> 00:27:46.153 the conversation, 00:27:46.933 --> 00:27:48.273 because I want to hear what problems 00:27:48.314 --> 00:27:49.694 practice owners are actually having, 00:27:49.755 --> 00:27:50.755 going, huh, 00:27:50.775 --> 00:27:52.036 didn't think that was a problem. 00:27:52.076 --> 00:27:53.696 But in the last six weeks, 00:27:53.777 --> 00:27:55.317 that got mentioned thirty six times. 00:27:56.218 --> 00:27:58.179 So here's my solution to this. 00:28:00.339 --> 00:28:01.500 Midsize practice, 00:28:01.720 --> 00:28:03.500 let's say they have three locations. 00:28:04.560 --> 00:28:06.021 They don't have a formal marketing 00:28:06.041 --> 00:28:07.282 director because I don't think you're big 00:28:07.323 --> 00:28:08.522 enough at that point to have a marketing 00:28:08.542 --> 00:28:09.644 director at three locations, 00:28:09.923 --> 00:28:11.464 maybe a couple more locations and you have 00:28:11.484 --> 00:28:12.404 to hire someone full time. 00:28:14.346 --> 00:28:15.626 But your understanding, 00:28:15.886 --> 00:28:17.688 I don't need to convince you that creating 00:28:17.728 --> 00:28:21.490 content organically and then putting some 00:28:21.530 --> 00:28:23.711 dollars behind the well-performing organic 00:28:23.751 --> 00:28:26.433 content for paid content is a good idea. 00:28:26.513 --> 00:28:27.214 I don't need to convince that. 00:28:27.234 --> 00:28:28.394 The person's like, I get it. 00:28:28.715 --> 00:28:30.096 I just don't know how to do it. 00:28:30.517 --> 00:28:31.758 I don't have time to do it. 00:28:32.718 --> 00:28:33.818 Now, from what I've heard, 00:28:34.239 --> 00:28:36.260 a lot of these size practices, 00:28:37.020 --> 00:28:38.201 three locations or so, 00:28:39.762 --> 00:28:40.923 it's funny what pops up. 00:28:42.509 --> 00:28:44.871 A tech, a front desk person, 00:28:45.612 --> 00:28:48.954 a PT sort of likes it and sort 00:28:48.974 --> 00:28:49.875 of just starts doing it. 00:28:49.895 --> 00:28:50.896 They're just like, hey, 00:28:51.017 --> 00:28:52.057 do you mind if I log into the 00:28:52.097 --> 00:28:52.638 Instagram? 00:28:53.578 --> 00:28:54.359 And they're good at it. 00:28:54.400 --> 00:28:55.441 They're like, hey, that was cool. 00:28:55.681 --> 00:28:57.843 We normally get three hundred likes or 00:28:57.884 --> 00:28:58.584 views or whatever. 00:28:58.944 --> 00:29:00.105 And this one got ten thousand. 00:29:00.145 --> 00:29:01.586 How do you how do you do that? 00:29:01.787 --> 00:29:02.807 And they're like, well, you know, 00:29:03.409 --> 00:29:04.509 sort of creative, right? 00:29:06.015 --> 00:29:07.915 So that person now makes it sort of 00:29:07.955 --> 00:29:08.596 part of their job. 00:29:08.676 --> 00:29:09.938 It's formally informal. 00:29:09.978 --> 00:29:10.817 It's like, do whatever. 00:29:10.857 --> 00:29:12.259 I'm not paying you for it. 00:29:13.220 --> 00:29:15.682 So here's my sort of solution to that. 00:29:15.761 --> 00:29:16.962 It needs to be cost-effective, 00:29:17.002 --> 00:29:18.804 time-effective, results-effective. 00:29:18.824 --> 00:29:19.845 It needs to be those three things. 00:29:21.465 --> 00:29:24.367 I want to come in and do a 00:29:24.567 --> 00:29:25.588 one-day hackathon. 00:29:26.750 --> 00:29:28.911 The first, I don't know, half hour, 00:29:28.951 --> 00:29:29.551 forty minutes, 00:29:29.771 --> 00:29:31.292 we'll go over communications one-on-one. 00:29:32.381 --> 00:29:32.941 After that, 00:29:33.382 --> 00:29:35.442 I want a big giant whiteboard and I 00:29:35.462 --> 00:29:36.403 want to learn everything about your 00:29:36.423 --> 00:29:36.723 clinic. 00:29:36.743 --> 00:29:37.463 What makes you tick? 00:29:37.483 --> 00:29:38.284 What makes you different? 00:29:38.444 --> 00:29:39.384 What makes you special? 00:29:40.266 --> 00:29:42.186 And then while they're telling me all 00:29:42.227 --> 00:29:42.886 these things, 00:29:43.047 --> 00:29:44.948 because the funny part is the answer is 00:29:45.147 --> 00:29:46.088 already in the room. 00:29:47.089 --> 00:29:47.990 I'm just going to pull it out of 00:29:48.009 --> 00:29:48.130 them. 00:29:48.150 --> 00:29:49.391 Like, what do you got? 00:29:50.413 --> 00:29:51.654 We wanted to treat more athletes, 00:29:51.674 --> 00:29:52.875 but you don't have any room for it. 00:29:52.895 --> 00:29:54.036 You don't have anybody on your staff to 00:29:54.056 --> 00:29:54.636 treat the athletes. 00:29:54.896 --> 00:29:55.938 Athletes are out. 00:29:56.597 --> 00:29:57.117 Can we agree? 00:29:57.378 --> 00:29:58.499 Hey, but look at this. 00:29:58.818 --> 00:30:00.921 You guys are positioned right here down 00:30:00.941 --> 00:30:01.941 the street from high school. 00:30:02.201 --> 00:30:03.781 Why wouldn't you focus on that? 00:30:04.002 --> 00:30:04.282 Anyway, 00:30:05.483 --> 00:30:07.325 so essentially the next part is a 00:30:07.424 --> 00:30:10.487 whiteboard dry erase board session to 00:30:10.547 --> 00:30:13.729 generate a billion ideas. 00:30:13.749 --> 00:30:15.529 Knowing that we can't do a billion ideas. 00:30:16.601 --> 00:30:18.103 but we're gonna start to cross off from 00:30:18.143 --> 00:30:19.825 the billion ideas and we're gonna narrow 00:30:19.845 --> 00:30:22.188 it down to ten. 00:30:22.228 --> 00:30:24.691 These are your ten content topics. 00:30:25.231 --> 00:30:26.653 If it's not from this list of ten, 00:30:27.454 --> 00:30:28.075 don't do it. 00:30:28.875 --> 00:30:30.258 Just rotate, do one, two, 00:30:30.278 --> 00:30:31.579 just go through it and then go back 00:30:31.619 --> 00:30:31.920 to one. 00:30:32.921 --> 00:30:35.545 And then now, we need a format. 00:30:36.760 --> 00:30:37.560 What does that mean? 00:30:37.701 --> 00:30:37.820 Well, 00:30:37.840 --> 00:30:39.362 we got to run your idea through a 00:30:39.422 --> 00:30:40.122 process. 00:30:40.501 --> 00:30:41.521 Is it going to be text? 00:30:41.882 --> 00:30:42.541 Is it photo? 00:30:43.021 --> 00:30:43.701 Is it video? 00:30:44.122 --> 00:30:44.583 What is it? 00:30:45.782 --> 00:30:49.182 We'll figure out three formats for you to 00:30:49.222 --> 00:30:50.523 do ten times. 00:30:50.624 --> 00:30:51.683 And I'm not a math person, 00:30:52.023 --> 00:30:54.203 but when you multiply ten ideas through 00:30:54.243 --> 00:30:55.105 three formats, 00:30:55.384 --> 00:30:57.884 you can twist those ten ideas a hundred 00:30:57.904 --> 00:30:59.925 different ways, a thousand different ways. 00:31:00.246 --> 00:31:01.326 But I don't want you to have to 00:31:01.365 --> 00:31:02.066 reinvent the wheel. 00:31:03.544 --> 00:31:06.230 What I also don't want is, well, 00:31:06.269 --> 00:31:10.861 this is the new trend on Instagram. 00:31:11.775 --> 00:31:12.715 The new trend right now, 00:31:12.816 --> 00:31:13.656 I think it's fine. 00:31:14.096 --> 00:31:15.857 It's reactive, right? 00:31:15.877 --> 00:31:17.539 The new trend now is, hey, 00:31:17.559 --> 00:31:18.760 what were you like in the nineties? 00:31:18.840 --> 00:31:20.182 Someone shows a picture of himself, 00:31:20.201 --> 00:31:21.643 a photo of himself, still photo. 00:31:22.423 --> 00:31:24.025 It's a video, but it's still photo. 00:31:24.425 --> 00:31:27.587 And the same trending audio plays, hey, 00:31:27.607 --> 00:31:28.729 what were you like in the nineties? 00:31:29.289 --> 00:31:30.971 And then the music changes and then 00:31:31.230 --> 00:31:33.633 picture from that person when they were 00:31:33.673 --> 00:31:33.993 younger. 00:31:34.453 --> 00:31:35.255 That's great. 00:31:35.894 --> 00:31:37.817 I call that, that's the hashtag trend. 00:31:38.096 --> 00:31:38.356 Cool. 00:31:39.468 --> 00:31:40.867 That's not what I'm talking about here 00:31:40.887 --> 00:31:42.088 because those are going to pop up and 00:31:42.709 --> 00:31:44.328 you can figure out how to recreate that 00:31:44.368 --> 00:31:45.409 just by watching one. 00:31:46.328 --> 00:31:48.589 My idea is let's find three formats that 00:31:48.630 --> 00:31:51.170 you like, that you have the tools, 00:31:51.810 --> 00:31:55.451 the people, the time to recreate, 00:31:56.030 --> 00:31:57.332 and then the end of the day is 00:31:57.832 --> 00:31:59.372 now we're going to make fifty of them. 00:31:59.971 --> 00:32:01.653 Right now, in the room, 00:32:01.873 --> 00:32:03.192 we're going to laugh at each other because 00:32:03.212 --> 00:32:03.972 it's awkward, 00:32:04.893 --> 00:32:05.733 and I'm going to show you how to 00:32:05.773 --> 00:32:07.334 do it with equipment 00:32:08.240 --> 00:32:10.800 that all costs less than a hundred 00:32:10.820 --> 00:32:11.881 dollars. 00:32:12.141 --> 00:32:13.162 I'll walk in and go, 00:32:13.501 --> 00:32:15.162 who's got the best newest iPhone? 00:32:15.323 --> 00:32:15.682 Got it. 00:32:16.202 --> 00:32:17.542 That's the phone we're using right now. 00:32:18.163 --> 00:32:19.564 Let me show you how my twenty eight 00:32:19.604 --> 00:32:21.404 dollar tripod makes this possible. 00:32:21.825 --> 00:32:23.305 Let me show you how this simple wireless 00:32:23.345 --> 00:32:26.125 microphone makes it from a C minus to 00:32:26.145 --> 00:32:26.846 a B plus. 00:32:27.426 --> 00:32:29.027 And let's make twenty of these. 00:32:29.047 --> 00:32:30.228 Let's make fifty of these. 00:32:30.688 --> 00:32:31.968 So when by the time I leave at 00:32:32.008 --> 00:32:32.969 five o'clock that day, 00:32:34.030 --> 00:32:35.872 I want you to have fifty pieces of 00:32:35.912 --> 00:32:39.315 content featuring you, not me, made. 00:32:39.914 --> 00:32:42.457 And three or four people on your team 00:32:42.656 --> 00:32:43.877 know how to actually use it. 00:32:44.137 --> 00:32:46.019 Know all the little tips and tricks and 00:32:46.058 --> 00:32:48.059 how to operate all the tools. 00:32:48.260 --> 00:32:49.101 It's not foreign. 00:32:49.201 --> 00:32:50.182 It's not complicated. 00:32:50.461 --> 00:32:51.182 It's repetition. 00:32:51.482 --> 00:32:52.844 So I want to offer this to clinics 00:32:52.864 --> 00:32:53.983 and go, I fly in. 00:32:54.484 --> 00:32:56.066 We do this whole thing for you guys. 00:32:56.346 --> 00:32:57.125 By the time I leave, 00:32:57.346 --> 00:32:59.647 you have content tangibly to share 00:32:59.807 --> 00:33:00.348 tomorrow. 00:33:00.868 --> 00:33:02.990 And I've taught your team how to fish. 00:33:04.111 --> 00:33:06.011 I'm out of here. 00:33:06.112 --> 00:33:07.251 Yeah. 00:33:07.311 --> 00:33:07.613 Yeah. 00:33:07.633 --> 00:33:07.813 I mean, 00:33:07.873 --> 00:33:10.614 I love things like that because it's 00:33:11.173 --> 00:33:12.315 closed in scope. 00:33:12.595 --> 00:33:14.154 You know how much you're investing. 00:33:14.335 --> 00:33:14.855 Correct. 00:33:15.016 --> 00:33:17.636 Even if you're going in thinking this is 00:33:17.676 --> 00:33:19.196 a complete waste of time and money, 00:33:19.738 --> 00:33:21.518 it's a limited waste of time and money. 00:33:21.577 --> 00:33:21.878 Correct. 00:33:21.999 --> 00:33:22.398 Correct. 00:33:22.459 --> 00:33:23.118 So it's like, 00:33:23.338 --> 00:33:25.460 I know my downside risk is capped. 00:33:25.579 --> 00:33:27.961 I know my upside potential is unlimited. 00:33:28.161 --> 00:33:28.520 Correct. 00:33:28.580 --> 00:33:29.922 I know what I'm getting into. 00:33:30.701 --> 00:33:31.942 I know I need to do it. 00:33:33.027 --> 00:33:33.688 And again, 00:33:33.948 --> 00:33:36.010 it's that person who buys a pair of 00:33:36.111 --> 00:33:38.413 running shoes because they want to run. 00:33:38.453 --> 00:33:39.615 They know they should run, 00:33:39.694 --> 00:33:41.557 but they're probably not going to run. 00:33:42.798 --> 00:33:43.480 You're like, all right, 00:33:43.640 --> 00:33:45.642 I can drop one hundred and twenty bucks, 00:33:45.803 --> 00:33:47.304 even if it's a waste and I get 00:33:47.404 --> 00:33:47.984 out of the closet. 00:33:49.396 --> 00:33:50.497 This is a lottery ticket. 00:33:50.856 --> 00:33:52.397 And then I would add one extra thing. 00:33:52.657 --> 00:33:54.117 Let's say you buy the lottery ticket. 00:33:54.157 --> 00:33:55.057 Jimmy McKay comes in. 00:33:55.077 --> 00:33:56.479 We do have a dry erase board session. 00:33:56.519 --> 00:33:57.459 Everybody has a good time. 00:33:57.838 --> 00:33:58.538 And then I leave. 00:33:58.898 --> 00:33:59.259 You're leaving. 00:33:59.638 --> 00:34:01.220 I'm not letting I'm not leaving unless we 00:34:01.240 --> 00:34:02.940 have fifty pieces of content made. 00:34:03.380 --> 00:34:03.960 So at worst, 00:34:03.980 --> 00:34:05.461 you got one thing a week to try 00:34:05.540 --> 00:34:06.401 out for the next year. 00:34:07.540 --> 00:34:09.201 It's also a cultural exercise. 00:34:09.581 --> 00:34:10.722 And that's why I said it needs to 00:34:10.762 --> 00:34:12.782 be a big enough organization that when we 00:34:12.822 --> 00:34:14.523 get everybody from the org in the room, 00:34:14.742 --> 00:34:15.963 it feels like something. 00:34:17.320 --> 00:34:18.601 So this, I would say, dude, 00:34:18.661 --> 00:34:19.922 do it in place of a con ed 00:34:19.963 --> 00:34:20.342 session. 00:34:21.184 --> 00:34:24.226 Instead of just bringing in another course 00:34:24.606 --> 00:34:25.806 to learn another thing, 00:34:26.807 --> 00:34:28.309 what if the thing you were learning is 00:34:28.608 --> 00:34:32.771 how to connect with the people you seek 00:34:33.172 --> 00:34:33.893 to serve? 00:34:34.472 --> 00:34:35.253 I'm going to show you how to do 00:34:35.273 --> 00:34:36.775 it because I think the distance between 00:34:36.835 --> 00:34:40.157 you and your next patient is the thickness 00:34:40.197 --> 00:34:42.418 of the glass on my iPhone there. 00:34:43.708 --> 00:34:49.054 Are there any marketing courses approved 00:34:49.635 --> 00:34:52.619 in any states for Con Ed credit? 00:34:54.942 --> 00:34:56.304 That is a great question. 00:34:57.643 --> 00:34:59.242 And you know me, I'll Google that, 00:34:59.262 --> 00:35:00.204 but that's hard to Google. 00:35:00.244 --> 00:35:02.583 I'll just go, I'll email Chad Madden. 00:35:02.623 --> 00:35:04.045 Because if there is one, 00:35:04.364 --> 00:35:05.125 it would be him, right? 00:35:05.144 --> 00:35:10.326 It would be Chad Madden or Rehab CEOs 00:35:10.365 --> 00:35:10.905 or someone. 00:35:11.146 --> 00:35:12.226 I feel like Will Boyd would know the 00:35:12.286 --> 00:35:12.786 answer to this. 00:35:12.927 --> 00:35:13.367 I don't know. 00:35:13.887 --> 00:35:14.507 I don't know. 00:35:14.606 --> 00:35:15.628 That's a great question. 00:35:16.307 --> 00:35:19.307 The CEU market should be flooded with 00:35:19.969 --> 00:35:22.568 business courses, marketing courses, 00:35:22.628 --> 00:35:24.250 social media courses. 00:35:24.510 --> 00:35:25.210 Let's make one. 00:35:27.396 --> 00:35:29.197 So before AI, 00:35:30.338 --> 00:35:32.059 when I had started my Medicare billing 00:35:32.079 --> 00:35:33.099 course, I was like, oh, 00:35:33.159 --> 00:35:34.639 I'll get the CEU credits. 00:35:34.679 --> 00:35:37.181 And it's ridiculous how much paperwork, 00:35:37.320 --> 00:35:38.922 how many hoops to jump through, 00:35:39.282 --> 00:35:41.123 how much money for each state you would 00:35:41.143 --> 00:35:41.983 have to pay. 00:35:42.824 --> 00:35:44.023 Now with AI, 00:35:44.164 --> 00:35:45.385 I think it could be a lot more 00:35:45.445 --> 00:35:48.047 manageable to just go through the process, 00:35:48.666 --> 00:35:51.847 let an agent and your favorite AI chat 00:35:51.887 --> 00:35:52.809 help you through it. 00:35:54.079 --> 00:35:56.199 But, yeah, we should definitely do that, 00:35:56.280 --> 00:35:57.559 even if we just pick one or two 00:35:57.599 --> 00:35:59.721 big states and just say, hey, 00:35:59.800 --> 00:36:00.641 Con Ed credit. 00:36:00.820 --> 00:36:01.240 But, I mean, 00:36:01.842 --> 00:36:04.681 Con Ed credits are worthless anymore 00:36:04.762 --> 00:36:05.242 anyway. 00:36:05.443 --> 00:36:05.963 Right. 00:36:15.831 --> 00:36:18.431 you know like who what's the value in 00:36:18.452 --> 00:36:20.112 that right so the reason i like this 00:36:20.231 --> 00:36:22.952 is um six weeks ago i started my 00:36:23.012 --> 00:36:27.092 first cohort of like healthcare podcast 00:36:27.132 --> 00:36:30.994 launch pad and i had five students and 00:36:32.054 --> 00:36:34.474 it was fine but like i felt like 00:36:34.514 --> 00:36:36.335 i was just talking at people on a 00:36:36.434 --> 00:36:38.275 screen too much which is ironic because 00:36:38.295 --> 00:36:39.476 that's what i do most of the time 00:36:39.536 --> 00:36:41.195 is talk but i don't i talk with 00:36:41.235 --> 00:36:43.416 people on a screen but because i had 00:36:43.496 --> 00:36:44.757 five students 00:36:45.936 --> 00:36:46.856 And they're different. 00:36:47.297 --> 00:36:48.338 I had to sort of teach to the 00:36:48.398 --> 00:36:49.818 room and not to the individual. 00:36:50.239 --> 00:36:53.141 And I was like, I don't love this. 00:36:53.461 --> 00:36:54.342 I felt awkward. 00:36:54.463 --> 00:36:56.364 I constantly was asking them for feedback. 00:36:56.485 --> 00:36:57.405 They were telling me, 00:36:57.445 --> 00:36:58.226 maybe they were being nice. 00:36:58.246 --> 00:36:59.146 They were like, this is great. 00:36:59.166 --> 00:37:00.068 This is what we expected. 00:37:00.288 --> 00:37:01.248 I'm getting a lot out of this. 00:37:01.588 --> 00:37:02.829 But me looking at their faces on the 00:37:02.889 --> 00:37:04.552 screen, the faces were a lot like this. 00:37:06.510 --> 00:37:07.110 but they're listening. 00:37:07.130 --> 00:37:07.971 It was their listening face. 00:37:08.030 --> 00:37:08.391 I get it. 00:37:08.670 --> 00:37:08.911 That was, 00:37:08.971 --> 00:37:10.090 that's when I started like going on a 00:37:10.110 --> 00:37:11.231 little rampage where I was like, dude, 00:37:11.291 --> 00:37:13.552 teaching respect to teachers. 00:37:13.632 --> 00:37:15.373 Like that stuff is hard. 00:37:15.494 --> 00:37:17.554 Like telling people stuff is easy. 00:37:17.614 --> 00:37:19.394 Teaching people is hard. 00:37:19.454 --> 00:37:21.795 Anyway, towards the end of the course, 00:37:21.856 --> 00:37:24.376 I was like, okay, your week, 00:37:24.436 --> 00:37:25.677 your homework next week is due. 00:37:25.838 --> 00:37:26.597 Do what I just told you. 00:37:26.657 --> 00:37:28.818 Go fail, go mess up, go record, 00:37:29.159 --> 00:37:30.518 go and then bring me back what you've 00:37:30.559 --> 00:37:31.000 created. 00:37:31.219 --> 00:37:31.460 Right. 00:37:32.664 --> 00:37:34.688 And now we've got into the execution part. 00:37:34.847 --> 00:37:36.670 That's when I really started to light up 00:37:36.690 --> 00:37:39.394 and was like excited about, okay, 00:37:39.474 --> 00:37:41.458 let's talk about real problems that you 00:37:41.518 --> 00:37:44.141 ran into, like technical problems, 00:37:45.625 --> 00:37:46.927 like structure problems. 00:37:48.152 --> 00:37:49.233 how do I plan this problems? 00:37:49.253 --> 00:37:50.733 I'm like, okay, like real world, 00:37:50.793 --> 00:37:53.635 like more art class than art history. 00:37:53.775 --> 00:37:54.474 Like, okay, 00:37:54.534 --> 00:37:55.715 how do you make the clay in a 00:37:55.755 --> 00:37:56.016 pot? 00:37:56.155 --> 00:37:56.876 Blah, blah, blah, blah. 00:37:56.936 --> 00:37:58.217 Not break on the handle when you make 00:37:58.237 --> 00:37:58.757 a coffee mug. 00:37:58.777 --> 00:37:59.056 I don't know. 00:37:59.297 --> 00:37:59.858 Let's try it. 00:38:00.478 --> 00:38:01.938 That got more interesting. 00:38:02.318 --> 00:38:02.998 So then I said, 00:38:03.418 --> 00:38:04.860 it would be even more interesting for me 00:38:04.900 --> 00:38:06.320 to be in person, but like, 00:38:06.440 --> 00:38:08.942 I'm not going to fly to Michigan and 00:38:09.021 --> 00:38:10.483 Tennessee and California. 00:38:11.447 --> 00:38:12.307 That doesn't make any sense. 00:38:12.668 --> 00:38:13.809 But that's why I said it needs to 00:38:13.829 --> 00:38:16.150 be the right size clinic who already, 00:38:16.190 --> 00:38:17.130 I don't need to convince them of the 00:38:17.170 --> 00:38:17.389 pain. 00:38:17.469 --> 00:38:18.251 They feel the pain. 00:38:18.471 --> 00:38:19.550 They want the success. 00:38:19.851 --> 00:38:21.791 And they're like, I'd pay for that. 00:38:21.871 --> 00:38:23.472 I could see even if we got ten 00:38:23.512 --> 00:38:25.512 percent of the ROI, that'd be worth it. 00:38:26.534 --> 00:38:27.353 Yeah. 00:38:27.414 --> 00:38:29.155 It's funny you say that because to me 00:38:29.195 --> 00:38:30.554 that sounds like patient care. 00:38:31.094 --> 00:38:32.195 Patient comes in, they're like, 00:38:32.215 --> 00:38:33.115 my shoulder hurts. 00:38:34.297 --> 00:38:34.577 You know, 00:38:34.617 --> 00:38:36.516 in school you learn the upper quarter 00:38:36.556 --> 00:38:38.858 screen and these neuro tests and special 00:38:38.898 --> 00:38:40.278 tests and all this garbage. 00:38:40.338 --> 00:38:40.719 I'm like, 00:38:41.831 --> 00:38:42.052 No. 00:38:42.472 --> 00:38:42.733 Okay. 00:38:42.952 --> 00:38:43.833 Your shoulder hurts. 00:38:44.414 --> 00:38:45.956 Let's see you do something that makes your 00:38:45.976 --> 00:38:46.496 shoulder hurt. 00:38:46.777 --> 00:38:48.860 Let's figure out how we can stop your 00:38:48.880 --> 00:38:51.242 shoulder from hurting and still achieve 00:38:51.282 --> 00:38:52.844 the functional thing that you were doing. 00:38:53.465 --> 00:38:53.804 You know, 00:38:53.824 --> 00:38:56.829 like let's get in the real world and 00:38:56.969 --> 00:38:59.351 address these things as they come up. 00:38:59.371 --> 00:38:59.452 Yeah. 00:39:01.724 --> 00:39:03.525 I've done something like this before. 00:39:03.644 --> 00:39:06.846 I've been brought in by pretty big, 00:39:06.885 --> 00:39:07.085 you know, 00:39:07.326 --> 00:39:10.286 twenty plus clinic organizations. 00:39:11.307 --> 00:39:12.827 And this freaks some people out. 00:39:13.268 --> 00:39:15.869 I don't think it would freak you out. 00:39:15.929 --> 00:39:19.150 I was given two problems. 00:39:19.431 --> 00:39:20.291 One was, 00:39:20.610 --> 00:39:23.211 it was like retaining top talent and one 00:39:23.231 --> 00:39:24.612 was like hiring new talent. 00:39:24.632 --> 00:39:26.512 So there's both like a retention and a 00:39:26.572 --> 00:39:27.032 hiring. 00:39:27.454 --> 00:39:29.574 I was given two prompts and I was 00:39:29.614 --> 00:39:30.755 given six hours. 00:39:31.945 --> 00:39:34.186 So I spent three hours on each problem. 00:39:35.047 --> 00:39:37.409 And I just brought a few formats. 00:39:37.610 --> 00:39:38.670 I just brought a few lenses. 00:39:38.710 --> 00:39:39.891 I think I used, remember that book, 00:39:39.931 --> 00:39:40.992 The Love Languages? 00:39:41.251 --> 00:39:42.992 I was like, okay, 00:39:43.213 --> 00:39:45.333 we're going to walk through your current 00:39:45.934 --> 00:39:48.056 employee situation. 00:39:48.456 --> 00:39:49.336 How do you show love? 00:39:49.456 --> 00:39:50.998 And everybody was like, in the beginning, 00:39:51.018 --> 00:39:52.639 it was like, I don't understand this. 00:39:52.659 --> 00:39:53.518 This is weird. 00:39:54.000 --> 00:39:54.699 By the end, 00:39:54.739 --> 00:39:56.300 people are yelling over each other. 00:39:56.380 --> 00:39:57.222 And what about this? 00:39:57.262 --> 00:39:57.842 And what about this? 00:39:58.121 --> 00:39:59.583 And that's when, as a good facilitator, 00:39:59.603 --> 00:40:00.884 you know your job is to shut up. 00:40:02.213 --> 00:40:03.773 get out of the way but because that's 00:40:03.793 --> 00:40:05.394 what the name of the position is 00:40:05.494 --> 00:40:09.496 facilitator not star not host i talk a 00:40:09.536 --> 00:40:11.297 lot in the beginning i set the stage 00:40:11.498 --> 00:40:13.239 i i tell you what the rules are 00:40:13.278 --> 00:40:14.298 and then my job is to sort of 00:40:14.318 --> 00:40:15.679 like pull a homer simpson and just like 00:40:16.039 --> 00:40:17.721 fade into the bush but they got a 00:40:17.800 --> 00:40:20.101 lot i think that the ops officer told 00:40:20.141 --> 00:40:22.543 me he's like we got sixty two ideas 00:40:22.684 --> 00:40:24.565 like like actionable ideas and 00:40:25.460 --> 00:40:26.882 no, we can't do sixty two. 00:40:26.923 --> 00:40:27.344 But he's like, 00:40:27.704 --> 00:40:29.086 some of those were really good. 00:40:29.166 --> 00:40:30.028 Like a couple of these. 00:40:30.048 --> 00:40:30.369 He's like, 00:40:30.809 --> 00:40:32.512 now you put the good ideas in the 00:40:32.532 --> 00:40:34.556 hands of an operator, a COO. 00:40:35.938 --> 00:40:36.780 And you just watch his, 00:40:37.139 --> 00:40:39.121 like I was watching this guy's face. 00:40:39.661 --> 00:40:40.222 Funny enough, 00:40:40.362 --> 00:40:43.126 I thought he was annoyed during the thing. 00:40:44.467 --> 00:40:46.327 Turns out over dinner, he was like, no, 00:40:46.347 --> 00:40:47.429 that's like sort of my thinking. 00:40:47.750 --> 00:40:48.570 My wife tells me all the time, 00:40:48.590 --> 00:40:49.490 it's my thinking face. 00:40:49.550 --> 00:40:51.313 I'm like, God, you weren't pissed. 00:40:51.733 --> 00:40:52.934 You were engaged, 00:40:53.014 --> 00:40:54.235 but your job was to sit. 00:40:54.675 --> 00:40:55.096 Because I was like, 00:40:55.277 --> 00:40:57.077 I can't take notes and facilitate. 00:40:57.338 --> 00:40:59.139 And this is pre-AI and note-taking. 00:40:59.519 --> 00:41:00.842 I was like, we can record it, 00:41:00.882 --> 00:41:01.922 but who's going to listen to that? 00:41:02.463 --> 00:41:03.103 So he's like, no, 00:41:03.182 --> 00:41:05.103 I'll take on that role of like recorder. 00:41:05.523 --> 00:41:07.804 And that is a great important role because 00:41:07.844 --> 00:41:10.146 he has to sift the good, the bad, 00:41:10.166 --> 00:41:11.166 the boring, the useful. 00:41:11.186 --> 00:41:11.567 And he was like, 00:41:11.786 --> 00:41:12.907 I was writing down everything, 00:41:12.947 --> 00:41:14.148 but I sort of came up with my 00:41:14.228 --> 00:41:17.789 own like circle one that I think has 00:41:17.869 --> 00:41:18.369 promise. 00:41:18.429 --> 00:41:19.731 And then if it really has promise, 00:41:19.771 --> 00:41:21.311 then put a star and a circle. 00:41:21.711 --> 00:41:22.911 And I go, great. 00:41:22.952 --> 00:41:23.132 Like, 00:41:23.251 --> 00:41:24.773 let me know how those ideas play out 00:41:24.853 --> 00:41:26.673 over the next year or two. 00:41:30.639 --> 00:41:36.362 So the level two of this is, okay, 00:41:36.481 --> 00:41:38.181 what is the practice? 00:41:38.601 --> 00:41:39.481 Why are they doing it? 00:41:40.083 --> 00:41:41.583 Are they doing it for more patients? 00:41:41.623 --> 00:41:44.184 Are they doing it for therapist retention? 00:41:44.224 --> 00:41:46.684 Are they doing it, like for me, 00:41:46.744 --> 00:41:48.264 and I've said this multiple times, 00:41:49.065 --> 00:41:51.324 I'm not doing it with the intent of 00:41:51.405 --> 00:41:53.266 generating more patient revenue. 00:41:53.945 --> 00:41:56.347 I'm doing it with the intent of generating 00:41:56.447 --> 00:41:59.710 media revenue, finding brand deals, 00:42:00.230 --> 00:42:04.432 increasing my awareness so that I can sell 00:42:04.492 --> 00:42:05.193 products, 00:42:05.693 --> 00:42:07.715 not because I want to sell more physical 00:42:07.735 --> 00:42:08.175 therapy. 00:42:08.632 --> 00:42:11.132 right i think most of them are not 00:42:11.172 --> 00:42:13.215 on that level that you're doing most of 00:42:13.235 --> 00:42:16.115 them are saying two things how do i 00:42:16.155 --> 00:42:17.737 keep number one how do i keep my 00:42:17.757 --> 00:42:20.179 staff engaged i say make them the star 00:42:20.298 --> 00:42:22.440 and again even if even if they just 00:42:22.940 --> 00:42:25.561 get exposure and it's a great branding 00:42:25.601 --> 00:42:27.702 campaign and your people are engaged the 00:42:27.742 --> 00:42:29.643 cost is time like once i come in 00:42:29.664 --> 00:42:31.644 and teach you i hope i never come 00:42:31.664 --> 00:42:34.067 back again or i hope you tap out 00:42:34.786 --> 00:42:35.827 And you're like, we want more. 00:42:35.987 --> 00:42:36.887 Bring us to level two. 00:42:36.927 --> 00:42:38.128 And I have to sit there and think 00:42:38.148 --> 00:42:38.548 and go, wow, 00:42:38.588 --> 00:42:40.710 how do I level up this organization who 00:42:40.831 --> 00:42:41.911 actually is good at this? 00:42:43.032 --> 00:42:47.155 I think the bonus is there's revenue 00:42:47.175 --> 00:42:49.615 because people now know, like, 00:42:49.655 --> 00:42:50.315 and trust you. 00:42:50.476 --> 00:42:51.317 They have to know you. 00:42:52.077 --> 00:42:53.277 You're an attention engine now. 00:42:53.617 --> 00:42:53.737 I mean, 00:42:53.759 --> 00:42:55.119 look at that coffee shop in Brooklyn. 00:42:55.378 --> 00:42:57.380 It doesn't make any sense for them to 00:42:57.420 --> 00:43:02.453 spend – pay for a videographer – 00:43:02.614 --> 00:43:03.954 I think it's just somebody who worked 00:43:03.974 --> 00:43:05.014 there who's also I mean, 00:43:05.034 --> 00:43:06.414 that's like the cliche in Brooklyn, right? 00:43:06.434 --> 00:43:08.016 Every every barista in Brooklyn is an 00:43:08.275 --> 00:43:09.777 actor who's going to be on Broadway in 00:43:10.097 --> 00:43:10.476 six months. 00:43:10.717 --> 00:43:11.476 But that's the truth. 00:43:11.516 --> 00:43:14.579 But like an actor who's a barista is 00:43:14.639 --> 00:43:16.838 looking at the world so differently. 00:43:17.119 --> 00:43:18.139 And they're saying, God, 00:43:18.179 --> 00:43:19.599 this place has so many interesting 00:43:19.639 --> 00:43:20.561 characters every day. 00:43:21.061 --> 00:43:22.981 If we captured one tenth of that, 00:43:23.442 --> 00:43:24.322 it'd be so funny. 00:43:24.481 --> 00:43:26.103 And then they just started doing it. 00:43:27.628 --> 00:43:30.108 And that's all this one day hackathon 00:43:30.128 --> 00:43:30.829 would be is like, 00:43:31.088 --> 00:43:32.849 let me just like make this a little 00:43:32.889 --> 00:43:33.309 clear. 00:43:34.271 --> 00:43:35.690 Although I don't know if like the person 00:43:36.150 --> 00:43:37.431 who's excited to grab the camera, 00:43:37.452 --> 00:43:38.152 they know this already. 00:43:38.512 --> 00:43:40.612 It's almost like I'm giving them 00:43:40.652 --> 00:43:43.014 permission from their boss in public. 00:43:43.634 --> 00:43:43.894 Like, hey, 00:43:43.914 --> 00:43:45.934 you know when she's screwing around in the 00:43:45.954 --> 00:43:47.476 corner over there with the TheraBands and 00:43:47.516 --> 00:43:48.436 making funny videos? 00:43:48.755 --> 00:43:49.556 Like she's sort of not, 00:43:49.677 --> 00:43:50.777 like she is screwing off, 00:43:50.797 --> 00:43:52.577 but like there is a purpose to the 00:43:52.617 --> 00:43:53.177 madness. 00:43:53.197 --> 00:43:54.699 There's a purpose to the process. 00:43:55.599 --> 00:43:57.159 And what could that net? 00:43:58.530 --> 00:43:58.909 But yeah, 00:43:58.969 --> 00:44:01.092 a lot of it is you're guessing if 00:44:01.711 --> 00:44:02.672 the juice is going to be worth the 00:44:02.693 --> 00:44:02.992 squeeze. 00:44:03.773 --> 00:44:05.815 Yeah. 00:44:05.896 --> 00:44:06.255 I love it. 00:44:06.356 --> 00:44:07.916 I think it's awesome. 00:44:07.996 --> 00:44:09.737 Real quick, closing that loop. 00:44:10.338 --> 00:44:12.239 You know, when we were, 00:44:12.760 --> 00:44:14.061 I'm going to go back to like, 00:44:14.181 --> 00:44:15.762 two thousand five, 00:44:15.842 --> 00:44:17.143 maybe two thousand four, 00:44:17.184 --> 00:44:18.125 two thousand five. 00:44:18.625 --> 00:44:22.688 We had two clinics opening a third and 00:44:23.007 --> 00:44:25.929 we paid like a thousand bucks or something 00:44:26.530 --> 00:44:27.512 for somebody to come in. 00:44:28.612 --> 00:44:31.793 The deal was we pay a thousand dollars. 00:44:32.195 --> 00:44:33.675 This person is going to fly in. 00:44:33.715 --> 00:44:35.177 They're going to spend the day with us. 00:44:35.217 --> 00:44:36.297 We're going to go through all of the 00:44:36.338 --> 00:44:37.217 financials. 00:44:37.838 --> 00:44:39.360 Then they're going to put together a 00:44:39.440 --> 00:44:42.983 summary with a plan that, of course, 00:44:43.182 --> 00:44:46.445 upsold to a twelve thousand dollar bigger 00:44:46.485 --> 00:44:49.507 project to kind of clean up the 00:44:49.568 --> 00:44:50.467 financials. 00:44:51.329 --> 00:44:52.730 I don't know if this is what Will 00:44:52.789 --> 00:44:55.072 Boyd does or it kind of in that 00:44:55.112 --> 00:44:55.472 world. 00:44:55.532 --> 00:44:57.552 But this was, you know, twenty years ago. 00:44:59.161 --> 00:45:02.523 I mean, it was absolutely worth it. 00:45:03.663 --> 00:45:04.923 We were drowning in money, 00:45:05.583 --> 00:45:06.824 but we had no idea where all the 00:45:06.864 --> 00:45:08.965 money was, what we were doing with it. 00:45:09.724 --> 00:45:13.826 So to bring in a specialist like that, 00:45:13.985 --> 00:45:15.467 I think it had a great impact on 00:45:15.487 --> 00:45:15.887 the company. 00:45:16.550 --> 00:45:18.311 So step one is figure out what problem 00:45:18.331 --> 00:45:19.393 you're actually solving. 00:45:19.634 --> 00:45:22.597 Like Will Boyd or whoever that person was 00:45:22.637 --> 00:45:25.059 doesn't solve a financial problem. 00:45:25.480 --> 00:45:28.903 They solve a clarity problem. 00:45:29.003 --> 00:45:30.385 And it sounds like I'm splitting hairs 00:45:30.425 --> 00:45:31.487 here, but I'm not. 00:45:32.304 --> 00:45:34.106 Because your problem wasn't making money. 00:45:34.126 --> 00:45:35.306 Your problem was like next step, 00:45:35.347 --> 00:45:37.128 which is like any idiot can make a 00:45:37.148 --> 00:45:37.748 million dollars, 00:45:37.809 --> 00:45:39.429 but not any idiot can keep the million 00:45:39.449 --> 00:45:39.750 dollars. 00:45:40.351 --> 00:45:41.931 It doesn't sound like it's a problem, 00:45:42.012 --> 00:45:44.293 but it is once you get there. 00:45:44.934 --> 00:45:47.456 But make sure you understand the problem 00:45:47.476 --> 00:45:48.157 you're trying to solve, 00:45:48.177 --> 00:45:49.559 the person has to have the money to 00:45:49.659 --> 00:45:50.039 solve it. 00:45:51.480 --> 00:45:53.541 Financial services is pretty smart because 00:45:54.902 --> 00:45:56.244 you're going in knowing the person either 00:45:56.284 --> 00:45:58.005 has money or is willing to spend money 00:45:58.025 --> 00:45:58.626 to make money. 00:45:59.710 --> 00:46:00.871 Bo from Colorado saying, 00:46:01.211 --> 00:46:05.018 Tony's a master multitasker driving and 00:46:05.079 --> 00:46:06.420 being a genius at the same time. 00:46:06.481 --> 00:46:07.061 It's not easy. 00:46:07.181 --> 00:46:08.204 It's not easy doing either of those 00:46:08.224 --> 00:46:08.443 things. 00:46:09.277 --> 00:46:09.458 All right, 00:46:09.478 --> 00:46:10.679 we've got about ten minutes left, 00:46:10.699 --> 00:46:11.380 fifteen minutes left. 00:46:11.780 --> 00:46:13.340 The last thing that we sort of talked 00:46:13.380 --> 00:46:16.623 about briefly before we went live was 00:46:17.244 --> 00:46:18.684 something Dave was talking about, 00:46:19.106 --> 00:46:20.306 where Dave is right now. 00:46:20.327 --> 00:46:21.307 We didn't even mention that. 00:46:21.367 --> 00:46:23.369 Dave is, he's out doing an eval, 00:46:23.409 --> 00:46:25.351 he's out observing an eval with his new 00:46:25.391 --> 00:46:27.713 employee, Dr. Wolfhammer. 00:46:27.813 --> 00:46:29.454 It's not his name, but it's just easier. 00:46:29.693 --> 00:46:31.155 Wolfhammer is a better character name. 00:46:31.456 --> 00:46:32.096 I'm never going to, 00:46:32.175 --> 00:46:33.556 I think it's something with Wolf. 00:46:34.018 --> 00:46:35.039 Wolfhammer sounds good. 00:46:35.059 --> 00:46:36.159 Sounds like a character from Game of 00:46:36.179 --> 00:46:36.400 Thrones. 00:46:37.179 --> 00:46:39.922 um dave's talked about processes recording 00:46:39.963 --> 00:46:43.085 evaluations recording initial calls and 00:46:43.105 --> 00:46:44.887 then being able to actionably do something 00:46:44.907 --> 00:46:46.108 about it i mean we've been able to 00:46:46.148 --> 00:46:49.291 record evaluations for years the software 00:46:49.331 --> 00:46:51.192 now makes it applicable like you can do 00:46:51.251 --> 00:46:52.713 something with the information you can 00:46:52.753 --> 00:46:54.775 transcribe it you can now ask it questions 00:46:55.376 --> 00:46:57.818 and you can review but let's take that 00:46:57.898 --> 00:46:59.880 out we've talked about the technology why 00:46:59.920 --> 00:47:03.163 we do that having someone that gets it 00:47:04.126 --> 00:47:05.307 which is another one of those things. 00:47:05.407 --> 00:47:06.387 How do you know if someone's going to 00:47:06.447 --> 00:47:08.329 get it or not on an interview or 00:47:08.389 --> 00:47:10.650 even a week one or year one? 00:47:11.490 --> 00:47:12.572 That does some things. 00:47:13.992 --> 00:47:14.452 I've said it before. 00:47:14.492 --> 00:47:17.114 You can't teach give a crap to people. 00:47:17.414 --> 00:47:19.514 And when you've got it, as a manager, 00:47:19.675 --> 00:47:22.697 I learned my job wasn't to manage that. 00:47:23.177 --> 00:47:24.318 My job was to make sure they had 00:47:24.338 --> 00:47:26.559 the tools to take whatever it is they 00:47:26.579 --> 00:47:28.860 wanted to give a crap about and sort 00:47:28.880 --> 00:47:30.840 of direct it towards the mission of the 00:47:30.900 --> 00:47:31.621 organization. 00:47:31.722 --> 00:47:33.262 My mission of the organization was radio, 00:47:33.302 --> 00:47:33.422 but... 00:47:34.519 --> 00:47:37.181 This is – we're a people business. 00:47:37.701 --> 00:47:39.320 Larry Benz wrote an article yesterday 00:47:39.340 --> 00:47:40.041 about EBITDA. 00:47:40.780 --> 00:47:42.322 I didn't think somebody could make an 00:47:42.382 --> 00:47:45.222 article about EBITDA exciting because he 00:47:45.262 --> 00:47:46.003 explained it simply. 00:47:46.862 --> 00:47:47.882 But I think the best line of the 00:47:47.922 --> 00:47:53.003 whole article was the biggest assets of a 00:47:53.063 --> 00:47:55.364 physical therapy organization wear shoes. 00:47:56.755 --> 00:47:57.856 it's not your equipment, 00:47:57.956 --> 00:47:58.956 it's not your footprint, 00:47:58.976 --> 00:47:59.896 it's not your real estate. 00:48:00.336 --> 00:48:02.759 The biggest asset of a PT organization, 00:48:03.039 --> 00:48:04.721 they wear shoes, they go home at night, 00:48:05.041 --> 00:48:05.820 they're your people, 00:48:05.860 --> 00:48:07.161 your job is to serve them. 00:48:07.501 --> 00:48:09.304 His point in the article with EBITDA was, 00:48:10.438 --> 00:48:12.179 When the measure becomes a target, 00:48:12.699 --> 00:48:13.659 it stops measuring. 00:48:13.699 --> 00:48:15.721 If I teach to the test, 00:48:16.262 --> 00:48:18.023 am I turning out smart humans or am 00:48:18.043 --> 00:48:20.023 I turning out good test takers? 00:48:20.043 --> 00:48:21.284 And we could go round and around, 00:48:21.905 --> 00:48:22.144 you know, 00:48:22.186 --> 00:48:23.505 in terms of like chicken or the egg, 00:48:23.525 --> 00:48:24.047 which is good. 00:48:24.086 --> 00:48:25.887 But I think the premise is, 00:48:26.047 --> 00:48:28.228 how do you find good people? 00:48:29.750 --> 00:48:31.371 And how did you spot them, Tony? 00:48:31.570 --> 00:48:32.572 Did you ask them questions? 00:48:32.592 --> 00:48:33.492 What did you do? 00:48:34.990 --> 00:48:36.092 Um, you know, 00:48:36.413 --> 00:48:39.755 it was always a combination of like, 00:48:40.036 --> 00:48:41.898 and I might have shared this story before. 00:48:42.077 --> 00:48:44.019 I remember one particular hire. 00:48:44.601 --> 00:48:45.802 She wasn't a therapist. 00:48:46.422 --> 00:48:48.324 I was taking her on like a little 00:48:48.364 --> 00:48:49.264 tour of the clinic. 00:48:50.166 --> 00:48:52.327 A stepstool was sitting out in the middle 00:48:52.367 --> 00:48:52.768 of the room. 00:48:53.907 --> 00:48:54.708 I didn't say anything. 00:48:55.228 --> 00:48:55.849 She went over. 00:48:56.088 --> 00:48:56.750 She picked it up. 00:48:56.989 --> 00:48:58.190 She put it on the side, 00:48:58.650 --> 00:48:59.851 got it out of the way. 00:49:00.150 --> 00:49:01.271 I was like, you're hired. 00:49:01.532 --> 00:49:04.434 I will pay you whatever you want to 00:49:04.554 --> 00:49:05.853 come work with us. 00:49:07.195 --> 00:49:08.856 And this is the thing, you know, like, 00:49:08.916 --> 00:49:09.396 again, 00:49:09.655 --> 00:49:14.858 our advantage on a small practice size is 00:49:15.099 --> 00:49:16.940 we don't need fifty employees. 00:49:17.079 --> 00:49:18.860 We don't need ten employees. 00:49:19.280 --> 00:49:21.262 We need one or two, you know, 00:49:21.342 --> 00:49:21.682 and so. 00:49:22.742 --> 00:49:24.525 If I can hire a person that is 00:49:24.664 --> 00:49:27.387 genuinely happy, not a complainer, 00:49:27.588 --> 00:49:29.010 not a bitcher, not a moaner, 00:49:29.130 --> 00:49:30.331 not a victim. 00:49:31.231 --> 00:49:33.094 If I can hire a person that can 00:49:33.313 --> 00:49:35.737 identify a simple problem and generate a 00:49:35.777 --> 00:49:38.518 simple solution, that's all I want. 00:49:39.079 --> 00:49:40.742 Because that person is going to fit the 00:49:40.802 --> 00:49:41.402 culture. 00:49:42.063 --> 00:49:44.585 And I've hired plenty of the wrong people. 00:49:45.286 --> 00:49:46.527 I fired all of them. 00:49:47.387 --> 00:49:48.630 It wasn't, you know, 00:49:49.510 --> 00:49:51.411 I don't know that there is a criteria 00:49:51.592 --> 00:49:54.335 or an interview process or some formula 00:49:54.375 --> 00:49:55.275 you can follow. 00:49:55.936 --> 00:49:57.838 There are some telltale signs. 00:49:58.438 --> 00:49:59.960 But generally speaking, 00:50:00.760 --> 00:50:05.246 and I know the modern clinicians going to 00:50:05.266 --> 00:50:05.766 hate this, 00:50:05.806 --> 00:50:09.108 but I hire people that are like me. 00:50:09.969 --> 00:50:12.692 i hire people that i like that's the 00:50:12.731 --> 00:50:14.833 bottom line because we're gonna spend 00:50:14.853 --> 00:50:17.576 forty hours fifty hours together we're 00:50:17.596 --> 00:50:19.617 gonna be in the trenches i need to 00:50:19.637 --> 00:50:21.259 know you have my back and i have 00:50:21.298 --> 00:50:23.420 your back and if we don't have that 00:50:23.481 --> 00:50:25.262 level of trust in such a small 00:50:25.342 --> 00:50:28.364 organization it's never gonna work but if 00:50:28.425 --> 00:50:31.407 i had fifty a hundred employees can't do 00:50:31.447 --> 00:50:32.889 that i don't care i'm just hiring a 00:50:32.949 --> 00:50:36.152 number right you know uh did you ever 00:50:36.172 --> 00:50:37.213 watch the show the bear 00:50:39.831 --> 00:50:40.170 It's on Hulu. 00:50:40.190 --> 00:50:40.692 No, tell me about it. 00:50:40.711 --> 00:50:42.333 It's about like a restaurant. 00:50:43.074 --> 00:50:44.077 You know, it's a story about people. 00:50:44.177 --> 00:50:46.681 Jeremy Allen White from – oh, God, 00:50:46.800 --> 00:50:47.842 I'm going to blank on the show. 00:50:50.025 --> 00:50:51.527 they turn a restaurant from like a 00:50:51.586 --> 00:50:53.606 sandwich shop into like a five-star. 00:50:53.626 --> 00:50:54.806 He's trying to be like a five-star 00:50:54.867 --> 00:50:55.547 Michelin chef. 00:50:56.208 --> 00:50:56.568 But anyway, 00:50:56.728 --> 00:50:58.108 everybody in the show is sort of 00:50:58.168 --> 00:51:00.248 progressing and like taking their lives 00:51:00.268 --> 00:51:01.628 and their roles more seriously. 00:51:01.909 --> 00:51:03.108 And this one guy who was sort of 00:51:03.148 --> 00:51:04.268 like the maitre d' now, 00:51:04.548 --> 00:51:06.110 who was sort of a screw-up and sort 00:51:06.130 --> 00:51:07.150 of like didn't really care, 00:51:07.670 --> 00:51:08.909 is now interviewing someone. 00:51:09.010 --> 00:51:10.309 Now they're in this restaurant they've 00:51:10.369 --> 00:51:11.411 created, super nice, 00:51:11.771 --> 00:51:13.371 and he's sitting down with their HR 00:51:13.411 --> 00:51:13.751 person. 00:51:13.771 --> 00:51:15.090 They don't have an HR person. 00:51:15.592 --> 00:51:16.172 And this person, 00:51:16.371 --> 00:51:17.331 you're watching the interview, 00:51:18.152 --> 00:51:18.932 And they're conversing. 00:51:18.952 --> 00:51:20.135 This person looks perfect. 00:51:20.195 --> 00:51:21.317 She's got all the credentials. 00:51:22.099 --> 00:51:22.920 She gets up and leaves. 00:51:22.940 --> 00:51:24.382 The HR person turns to him and goes, 00:51:24.643 --> 00:51:25.182 she's great. 00:51:25.222 --> 00:51:25.744 He goes, no. 00:51:27.186 --> 00:51:28.088 She's like, why? 00:51:28.168 --> 00:51:28.768 Like, literally, 00:51:28.809 --> 00:51:30.411 she checks every box and he's like, 00:51:30.532 --> 00:51:31.594 they're sitting at the table. 00:51:32.914 --> 00:51:33.255 He said, 00:51:33.735 --> 00:51:36.597 this table is perfectly set and that fork 00:51:36.677 --> 00:51:38.760 is ninety degrees off from where it should 00:51:38.780 --> 00:51:38.940 be. 00:51:39.240 --> 00:51:40.302 And she didn't touch it. 00:51:40.922 --> 00:51:41.842 Same as your stool. 00:51:41.882 --> 00:51:43.643 It's like you let that happen. 00:51:44.105 --> 00:51:45.226 Like I need someone. 00:51:45.485 --> 00:51:45.646 Now, 00:51:45.927 --> 00:51:47.168 there's some people that will say like, 00:51:47.188 --> 00:51:48.489 all right, on an interview, 00:51:48.588 --> 00:51:49.670 they don't want to overstep. 00:51:49.690 --> 00:51:50.851 And yeah, I get that. 00:51:51.070 --> 00:51:53.873 But like you didn't put that there on 00:51:53.914 --> 00:51:54.293 purpose. 00:51:54.313 --> 00:51:55.255 It wasn't a test. 00:51:56.291 --> 00:51:57.992 But the idea is we're looking for, 00:51:58.293 --> 00:52:00.594 you can't tell me you take initiative when 00:52:00.675 --> 00:52:04.777 I watch you overlook an opportunity to 00:52:04.818 --> 00:52:05.478 take initiative. 00:52:05.498 --> 00:52:06.739 Shameless, I don't know why I forgot. 00:52:06.858 --> 00:52:08.059 Jeremy Allen White from Shameless. 00:52:08.079 --> 00:52:09.481 If you've never seen Shameless, 00:52:10.541 --> 00:52:11.063 that's a show. 00:52:13.842 --> 00:52:16.784 Yeah, it's, you know, in our organization, 00:52:17.545 --> 00:52:20.768 I need anyone who's working, me included, 00:52:21.148 --> 00:52:22.768 to be willing to take out the trash, 00:52:23.230 --> 00:52:24.771 to be willing to clean the toilet, 00:52:25.190 --> 00:52:28.413 to be willing to do whatever. 00:52:28.532 --> 00:52:29.173 And truthfully, 00:52:29.213 --> 00:52:30.795 like I was thinking about Larry Benz the 00:52:30.835 --> 00:52:31.295 other day. 00:52:32.615 --> 00:52:36.838 I listen to the modern community of PTs 00:52:36.858 --> 00:52:38.099 and OTs on TikTok. 00:52:38.818 --> 00:52:41.460 A lot of them are calling themselves 00:52:41.621 --> 00:52:43.902 advocates and trying to get into, 00:52:44.061 --> 00:52:44.322 you know, 00:52:44.681 --> 00:52:46.262 positions of influence within the 00:52:46.302 --> 00:52:46.922 profession. 00:52:47.702 --> 00:52:49.463 And I'm like, seriously, 00:52:49.925 --> 00:52:52.686 I know I'm an old whatever now. 00:52:53.728 --> 00:52:54.670 But I'm like, 00:52:54.730 --> 00:52:56.512 none of these people have ever run a 00:52:56.572 --> 00:52:57.612 successful business. 00:52:58.233 --> 00:53:00.074 None of these people have ever made a 00:53:00.135 --> 00:53:01.835 hiring and firing decision. 00:53:02.556 --> 00:53:03.878 No budget decisions. 00:53:04.719 --> 00:53:08.422 And this is potentially where the future 00:53:08.983 --> 00:53:12.465 of the profession, PT, OT, SLP is going. 00:53:13.306 --> 00:53:14.847 And then you got somebody like Larry. 00:53:15.728 --> 00:53:17.811 who he could have sat back he could 00:53:17.831 --> 00:53:19.813 have relaxed he made his money he built 00:53:19.893 --> 00:53:22.858 his empire he he made it to the 00:53:22.898 --> 00:53:25.260 top of the mountain and he's still 00:53:25.300 --> 00:53:27.483 fighting to make things better oh yeah 00:53:29.577 --> 00:53:31.199 He left PT mostly. 00:53:31.219 --> 00:53:32.561 He's got a foot in it, obviously. 00:53:32.721 --> 00:53:33.481 There's a heart in it. 00:53:34.322 --> 00:53:35.983 But he's working as a CEO of a 00:53:36.063 --> 00:53:39.007 dental care MSO with like four hundred 00:53:39.047 --> 00:53:39.887 plus clinics. 00:53:40.628 --> 00:53:43.271 He's using his business principles like 00:53:43.291 --> 00:53:44.512 this is why it's like, 00:53:44.572 --> 00:53:46.153 why would you ever hire a Larry Benz 00:53:46.193 --> 00:53:47.094 in the world of dental? 00:53:48.215 --> 00:53:49.097 he's not a dentist. 00:53:49.197 --> 00:53:50.599 That might be the reason. 00:53:50.838 --> 00:53:53.360 He's two degrees away going, 00:53:53.840 --> 00:53:55.061 why does everybody do that? 00:53:55.081 --> 00:53:55.983 And like, well, in dental, 00:53:56.003 --> 00:53:56.583 we all do that. 00:53:56.603 --> 00:53:58.304 And he's like, well, then stop doing that. 00:53:58.525 --> 00:53:59.806 He can see that, right? 00:54:00.126 --> 00:54:01.527 But he's also not someone who's never run 00:54:01.547 --> 00:54:03.030 a clinic or a business or a people 00:54:03.090 --> 00:54:04.231 organization, right? 00:54:04.451 --> 00:54:07.293 I'm sure Larry Benz would turn and say, 00:54:08.213 --> 00:54:09.893 The biggest asset of a dentist's 00:54:10.034 --> 00:54:12.135 organization is not the chair, the drill, 00:54:12.175 --> 00:54:14.615 the whatever, the x-ray machine. 00:54:14.695 --> 00:54:15.556 They wear shoes. 00:54:15.956 --> 00:54:16.215 I mean, 00:54:18.737 --> 00:54:20.996 who is telling us about the long lunch 00:54:21.097 --> 00:54:23.557 in dentistry where they have to hire front 00:54:23.597 --> 00:54:25.938 desk people so often because the job is 00:54:26.099 --> 00:54:28.418 so miserable in dentistry? 00:54:29.019 --> 00:54:30.840 So the average... 00:54:31.219 --> 00:54:33.280 You either stay twenty years or you stay 00:54:33.300 --> 00:54:33.481 like... 00:54:34.181 --> 00:54:35.702 thirty two hours like you stay like three 00:54:35.722 --> 00:54:38.284 and a half days because people just like 00:54:38.346 --> 00:54:40.106 on their fourth day like people will watch 00:54:40.126 --> 00:54:41.248 them they'll go I'm going to go out 00:54:41.268 --> 00:54:42.750 to lunch and they just don't come back 00:54:42.769 --> 00:54:44.873 because it's so miserable it's like hey 00:54:44.913 --> 00:54:46.775 what's that cost you how do you make 00:54:46.795 --> 00:54:48.556 the job less sucky maybe that's the thing 00:54:48.577 --> 00:54:50.358 to invest in and not a new x-ray 00:54:50.378 --> 00:54:50.639 machine 00:54:51.914 --> 00:54:53.235 I don't know if you can ever make 00:54:53.275 --> 00:54:54.655 the job less sucky. 00:54:54.755 --> 00:54:57.458 Okay, I'm going to preface that. 00:54:58.117 --> 00:55:00.338 You hire somebody that makes the job less 00:55:00.378 --> 00:55:00.599 sucky. 00:55:00.619 --> 00:55:02.820 Yeah, or they like that stuff. 00:55:02.920 --> 00:55:04.702 If you hire me to run the front 00:55:04.742 --> 00:55:06.262 desk at a dental practice, 00:55:06.864 --> 00:55:08.083 I'm going to be so pumped. 00:55:08.264 --> 00:55:09.385 I'm going to be into it. 00:55:09.485 --> 00:55:11.567 I'm going to be improving the systems and 00:55:11.606 --> 00:55:14.548 finding efficiencies and saying how we can 00:55:14.588 --> 00:55:17.289 do things so much better that the job 00:55:17.329 --> 00:55:18.771 is not going to suck. 00:55:18.831 --> 00:55:21.072 Now, of course, what really happens is 00:55:21.612 --> 00:55:24.793 The person above me sees me as a 00:55:24.853 --> 00:55:25.333 threat. 00:55:25.873 --> 00:55:27.614 When I come in at the bottom level, 00:55:28.155 --> 00:55:30.315 they make the job miserable. 00:55:30.735 --> 00:55:32.737 It's not that the job is miserable. 00:55:33.117 --> 00:55:34.717 It's that there's a cancer within the 00:55:34.777 --> 00:55:37.077 organization that hasn't been removed. 00:55:37.717 --> 00:55:41.041 And I mean, across all professions, 00:55:41.481 --> 00:55:43.561 we've seen it thousands of times. 00:55:44.003 --> 00:55:46.824 It's that middle manager who fiercely 00:55:46.864 --> 00:55:49.987 protects his or her position by making 00:55:50.106 --> 00:55:52.088 everybody fail below them. 00:55:52.929 --> 00:55:54.650 And it just holds the whole company back. 00:55:54.670 --> 00:55:56.431 But for the owner of the company, 00:55:57.070 --> 00:56:01.414 they're so deep in there that it's easier 00:56:01.454 --> 00:56:03.755 to suffer and let them stay than it 00:56:03.815 --> 00:56:05.556 is to fire them and let the company 00:56:05.577 --> 00:56:05.896 prosper. 00:56:07.210 --> 00:56:07.769 I lucked out. 00:56:07.969 --> 00:56:08.550 I had this. 00:56:08.670 --> 00:56:11.331 When I got promoted from the number two 00:56:11.351 --> 00:56:12.512 to the number one guy at my radio 00:56:12.532 --> 00:56:12.851 station, 00:56:13.213 --> 00:56:14.932 the only reason I got promoted was my 00:56:14.972 --> 00:56:16.813 boss left to take a better opportunity. 00:56:17.193 --> 00:56:18.715 He promoted himself out. 00:56:19.295 --> 00:56:20.315 And my boss turned to me on his 00:56:20.356 --> 00:56:21.115 way out and was like, 00:56:21.496 --> 00:56:23.257 do you want this job? 00:56:23.297 --> 00:56:25.077 And I was like, well, he's like, Jimmy, 00:56:25.277 --> 00:56:25.898 say it out loud. 00:56:26.038 --> 00:56:27.018 I've been working with you for three 00:56:27.057 --> 00:56:27.237 years. 00:56:27.818 --> 00:56:29.139 You've done nothing but pay attention to 00:56:29.199 --> 00:56:30.000 everything I've said. 00:56:30.239 --> 00:56:30.820 You contribute. 00:56:31.159 --> 00:56:31.800 It's like, you want that? 00:56:31.820 --> 00:56:32.701 I was like, yes, I do. 00:56:32.721 --> 00:56:33.460 He goes, good. 00:56:33.940 --> 00:56:35.041 Now you have to go get it. 00:56:35.902 --> 00:56:39.184 And you have a three-month job interview. 00:56:39.784 --> 00:56:40.824 You're going to run the job in the 00:56:40.885 --> 00:56:41.164 interim. 00:56:41.405 --> 00:56:42.666 But I found those people. 00:56:43.266 --> 00:56:44.688 There were people internally in the 00:56:44.708 --> 00:56:45.487 organization. 00:56:46.668 --> 00:56:48.869 I found out later, oh, he's not. 00:56:48.989 --> 00:56:50.050 He's way immature. 00:56:50.130 --> 00:56:51.132 He can't handle it. 00:56:51.411 --> 00:56:52.572 I lucked out that I had a general 00:56:52.612 --> 00:56:54.474 manager who looked at me and was like, 00:56:54.954 --> 00:56:55.815 oh, I see what's going on. 00:56:55.974 --> 00:56:57.615 He read the room and was like, yeah, 00:56:57.655 --> 00:56:58.777 you don't want him to take the job 00:56:58.797 --> 00:56:59.998 because he's going to kick ass at it. 00:57:00.197 --> 00:57:03.480 And he might expose your laziness. 00:57:04.239 --> 00:57:05.221 I wasn't cool with that. 00:57:07.268 --> 00:57:08.088 I mean, 00:57:08.628 --> 00:57:10.230 that happened at a large organization that 00:57:10.289 --> 00:57:10.751 I work at. 00:57:10.811 --> 00:57:12.251 I'll say it was a hospital system, 00:57:12.271 --> 00:57:15.273 a very large New York mountain logoed 00:57:15.313 --> 00:57:16.054 hospital system. 00:57:16.393 --> 00:57:20.077 It wasn't the people I was working with. 00:57:20.416 --> 00:57:21.978 Real quick before we exit, 00:57:22.438 --> 00:57:24.018 Tony's got three hundred seventy two miles 00:57:24.059 --> 00:57:24.699 to Niagara. 00:57:27.242 --> 00:57:29.525 I was in a very small rehab department 00:57:29.585 --> 00:57:31.507 within a thirty thousand, forty thousand, 00:57:31.547 --> 00:57:33.307 fifty thousand person hospital system. 00:57:33.809 --> 00:57:34.989 I knew I was never going to get 00:57:35.190 --> 00:57:37.431 any attention from the main social media 00:57:37.472 --> 00:57:39.313 people in the hospital, 00:57:39.653 --> 00:57:41.014 the people that were in charge of the 00:57:41.414 --> 00:57:43.317 one hundred and fifty thousand subscriber 00:57:43.356 --> 00:57:45.498 accounts unless. 00:57:47.097 --> 00:57:49.358 I offered to work for them for free 00:57:49.498 --> 00:57:50.217 for one month. 00:57:50.538 --> 00:57:51.998 I was like, hey, here's this idea. 00:57:52.378 --> 00:57:53.579 And I'm not just bringing you an idea. 00:57:54.019 --> 00:57:55.661 I will do it on my own time. 00:57:55.860 --> 00:57:57.360 I will execute on it on my own 00:57:57.420 --> 00:57:57.740 time. 00:57:58.742 --> 00:58:01.123 So what I offered was thirty live streams. 00:58:01.163 --> 00:58:02.762 This is five years ago when live streaming 00:58:02.784 --> 00:58:04.963 was like sort of a new toy. 00:58:05.003 --> 00:58:06.105 Like, I guess we should do this. 00:58:07.802 --> 00:58:08.001 I said, 00:58:08.021 --> 00:58:09.583 I'll do one live stream a day. 00:58:10.164 --> 00:58:11.847 You tell me what doctor you want me 00:58:11.867 --> 00:58:12.487 to interview. 00:58:12.867 --> 00:58:14.068 This is not self-serving. 00:58:14.108 --> 00:58:14.969 I'm going to work for you. 00:58:15.190 --> 00:58:16.110 You give me a doctor. 00:58:16.391 --> 00:58:17.672 I'll come up with six questions. 00:58:18.153 --> 00:58:19.195 Everything you need to know about 00:58:19.295 --> 00:58:19.896 alopecia, 00:58:20.016 --> 00:58:21.056 everything you need to know about 00:58:21.097 --> 00:58:21.637 gallstones, 00:58:21.677 --> 00:58:22.898 every six things you need to know about 00:58:22.938 --> 00:58:23.139 this. 00:58:23.940 --> 00:58:24.721 And they were like, okay, 00:58:25.021 --> 00:58:25.541 so we did it. 00:58:26.710 --> 00:58:29.074 If you go to that hospital's website or 00:58:29.094 --> 00:58:30.976 their YouTube channel right now, 00:58:31.617 --> 00:58:32.038 right now, 00:58:32.860 --> 00:58:34.842 and go to their live streams and click 00:58:34.902 --> 00:58:35.483 popular, 00:58:36.164 --> 00:58:37.927 out of their top twenty live streams, 00:58:38.047 --> 00:58:40.231 I'm like seventeen of them and I haven't 00:58:40.251 --> 00:58:41.333 worked there in five years. 00:58:42.755 --> 00:58:43.135 Nice. 00:58:43.175 --> 00:58:45.317 But as soon as the month was done, 00:58:45.836 --> 00:58:46.657 I was like, hey, 00:58:47.438 --> 00:58:48.498 is this going to be a thing? 00:58:48.518 --> 00:58:49.298 Can this be a thing? 00:58:49.338 --> 00:58:50.318 And they were like, oh, no, 00:58:50.398 --> 00:58:51.559 we didn't like your background. 00:58:51.579 --> 00:58:52.800 Your background was way off. 00:58:53.201 --> 00:58:54.181 Like it was very busy. 00:58:54.481 --> 00:58:55.422 And I was like, OK, 00:58:55.461 --> 00:58:57.664 we can we can change the background like 00:58:57.704 --> 00:58:58.724 I'm doing it in my house. 00:58:58.744 --> 00:59:00.545 Like I can I can move the camera. 00:59:00.565 --> 00:59:01.525 I didn't think that was an issue, 00:59:01.545 --> 00:59:01.945 but OK. 00:59:02.545 --> 00:59:04.047 And then that's really not a priority for 00:59:04.106 --> 00:59:04.186 us. 00:59:04.447 --> 00:59:05.168 And I had a guy. 00:59:06.498 --> 00:59:08.902 come to my house and I am seventy 00:59:08.922 --> 00:59:10.324 miles away from where the hospital is 00:59:10.344 --> 00:59:10.764 located. 00:59:11.166 --> 00:59:12.286 He was like, I'm driving by. 00:59:12.306 --> 00:59:13.088 Can we meet for lunch? 00:59:13.429 --> 00:59:13.909 No problem. 00:59:14.369 --> 00:59:15.512 Guy drove to my house and he goes, 00:59:15.791 --> 00:59:16.934 do you know why they didn't like your 00:59:16.954 --> 00:59:17.815 live streaming thing? 00:59:17.894 --> 00:59:19.317 And I was like, well, the background, 00:59:19.356 --> 00:59:19.717 it's this. 00:59:19.737 --> 00:59:22.021 He goes, no, man, you were a threat. 00:59:22.842 --> 00:59:24.302 You were a threat to the people three 00:59:24.322 --> 00:59:25.603 levels above you because you just did 00:59:25.643 --> 00:59:27.403 something and you put points on the board 00:59:27.923 --> 00:59:30.324 that cost us nothing and they're not able 00:59:30.344 --> 00:59:31.784 to do that without a ten K spend. 00:59:32.085 --> 00:59:33.186 And I was like, that can't be it. 00:59:33.606 --> 00:59:34.766 And this is a guy who's been in 00:59:34.806 --> 00:59:35.626 that business for a while. 00:59:35.666 --> 00:59:37.867 He goes, my man, that is it. 00:59:38.208 --> 00:59:38.987 You were doing great. 00:59:39.407 --> 00:59:39.668 He's like, 00:59:39.807 --> 00:59:41.188 I think you should go do great somewhere 00:59:41.268 --> 00:59:42.628 else because you're never going to move up 00:59:42.668 --> 00:59:42.829 here. 00:59:43.268 --> 00:59:44.730 And I was like, he's right. 00:59:45.090 --> 00:59:45.329 Got it. 00:59:45.530 --> 00:59:47.391 So I think you're deadly right. 00:59:48.331 --> 00:59:48.951 You're deadly right. 00:59:49.112 --> 00:59:49.911 Unfortunately. 00:59:50.873 --> 00:59:51.094 All right, 00:59:51.114 --> 00:59:54.336 parting shots as Tony is on the road. 00:59:54.356 --> 00:59:54.436 I am. 00:59:54.456 --> 00:59:56.978 All right. 00:59:56.998 --> 00:59:57.338 You know, 00:59:57.900 --> 01:00:00.402 I think the biggest threat to any company 01:00:00.442 --> 01:00:01.282 is insecurity, 01:00:01.342 --> 01:00:03.224 whether it's the insecurity of the owner 01:00:03.364 --> 01:00:05.226 or the insecurity of the employees. 01:00:06.025 --> 01:00:08.829 You have to identify that insecurity and 01:00:08.889 --> 01:00:09.469 root it out. 01:00:09.648 --> 01:00:10.690 Get rid of it. 01:00:10.710 --> 01:00:11.871 Cut it out like a cancer. 01:00:11.891 --> 01:00:11.971 Yeah. 01:00:14.509 --> 01:00:16.411 Creative ideas to get attention are 01:00:16.590 --> 01:00:17.150 everywhere. 01:00:17.371 --> 01:00:17.992 They're everywhere. 01:00:18.793 --> 01:00:20.114 Like they're in plain sight. 01:00:20.315 --> 01:00:21.235 It's obvious. 01:00:21.815 --> 01:00:23.617 Just put that idea in the center of 01:00:23.637 --> 01:00:25.420 a dry erase board and then draw lines 01:00:25.440 --> 01:00:26.701 to all the things that you're good at 01:00:26.762 --> 01:00:27.702 or you're already doing. 01:00:28.342 --> 01:00:30.806 Pick one and then figure out how can 01:00:30.865 --> 01:00:31.766 I execute on that? 01:00:32.186 --> 01:00:33.668 And now you have become creative. 01:00:34.088 --> 01:00:35.371 You have earned attention. 01:00:36.070 --> 01:00:37.932 Do that fifty two times once a week. 01:00:38.652 --> 01:00:40.034 I think you'll see a difference in your 01:00:40.074 --> 01:00:40.454 bottom line. 01:00:40.653 --> 01:00:41.594 Tony, safe trip, man. 01:00:41.614 --> 01:00:43.496 Have fun there up to up in Rochester. 01:00:43.576 --> 01:00:44.177 Good time. 01:00:44.376 --> 01:00:46.717 We'll send some photos for made up made 01:00:46.757 --> 01:00:48.599 of the mist made of the mist. 01:00:48.619 --> 01:00:49.059 All right. 01:00:49.079 --> 01:00:49.860 We're back on. 01:00:50.161 --> 01:00:50.840 We're back on Tuesday. 01:00:50.880 --> 01:00:51.762 Enjoy the weekend, everybody. 01:00:54.315 --> 01:00:54.556 That's it. 01:00:54.596 --> 01:00:54.856 We're out. 01:00:54.876 --> 01:00:56.297 Boys, what the hell are you doing? 01:00:56.336 --> 01:00:58.797 Follow Tony Maritano on YouTube at 01:00:58.836 --> 01:01:00.237 TotalTherapySolution. 01:01:00.277 --> 01:01:01.277 Find Dave Kittle at 01:01:01.297 --> 01:01:04.498 ConciergePainRelief.com and on YouTube at 01:01:04.518 --> 01:01:05.677 The Dave Kittle Show. 01:01:06.018 --> 01:01:09.159 And follow Jimmy McKay at PT Podcast on 01:01:09.179 --> 01:01:10.318 YouTube, the socials, 01:01:10.418 --> 01:01:12.199 and wherever you binge podcasts you 01:01:12.219 --> 01:01:13.880 pretend are for CEUs. 01:01:14.179 --> 01:01:15.619 And hey, just a reminder, 01:01:16.119 --> 01:01:17.420 none of this was for advice. 01:01:17.460 --> 01:01:18.900 This was for entertainment only. 01:01:19.199 --> 01:01:20.601 Our lawyers say that counts. 01:01:20.681 --> 01:01:21.440 Thanks, Keith.