WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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All right.

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Welcome to PT Breakfast Club,

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where physical therapists gather twice a

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week to talk about business, marketing,

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and occasionally realize that the problem

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might not be staff.

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It might be the system.

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I'm Jimmy.

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That's Tony.

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Dave is somewhere selling cream for knees.

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We'll get into that when he comes back

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next Tuesday.

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He's going to drop his business model.

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He's going to start selling stuff for

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knees.

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We're going to talk about KPIs.

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For some reason,

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that's been a conversation that several

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people on LinkedIn and Twitter,

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not Twitter,

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LinkedIn and Facebook have been having.

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And we sort of wrapped up last week

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or not last week.

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Sorry, two days ago.

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Wow.

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St.

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Patrick's Day was just two days ago

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talking about KPIs.

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And then wouldn't you know it

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serendipitously,

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we got a new sponsor today only.

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And here they are.

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KPIO meter.

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Not sure what to track in your clinic?

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Just plug in the KPI-o-meter and instantly

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generate a completely random metric your

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staff will obsess over.

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Arrival rate, units billed,

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smiles per session.

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Watch your team optimize for the number

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and accidentally destroy everything else.

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KPI-o-meter,

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because what gets measured gets messed up.

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And if that isn't

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But that isn't the thing we're sort of

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talking about.

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Or anyway,

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Larry Benz has been writing articles about

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this.

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He did a whole series on,

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I think this is the last episode in

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his series.

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And he writes online on LinkedIn and he's

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got a sub stack called the operator.

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And I think it was called something like

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to the effect of the metric that like,

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doesn't matter.

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I'll get the, I'll get the exact,

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but it's like,

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it's not measuring the thing that you want

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it to measure for.

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So you sort of wrapped up last,

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last live stream on Tuesday with this sort

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of idea.

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Where do you want to start with this?

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Well, you know,

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I think we see this in business.

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We see it in patient care.

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We see it in parenting.

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Like parents are obsessed with grades.

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Grades don't matter.

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I tell my seventh grader all the time,

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I'm like,

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nobody's going to care if you've got a

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C on your history test.

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It does not matter.

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And I'm not going to be worried that

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you're going to be a thirty seven year

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old who doesn't understand what the

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capital of Arkansas is.

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You know, it's just like Little Rock.

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So we get these metrics,

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we get these ideas in our head,

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patient care.

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Patients are coming in.

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I can only get ninety seven degrees of

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knee flexion after my knee replacement.

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It's been six weeks.

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I don't care.

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Can you get off the toilet?

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Can you do this is why you had

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the knee replacement.

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Not so you're a champion goniometric

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performer.

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And then the same thing in business.

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It's like in business.

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As the business owner, I'm thinking,

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I need patients to complete their plans of

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care.

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I just heard you and Larry Benz talking

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about that in a clip you had.

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Completed plans of care.

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If the patient does the plan of care,

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the patient will get better.

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I will make money.

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We both win in that situation.

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So I think, okay,

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I need to improve arrival rate.

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I'm going to track arrival rate.

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What I don't realize is the person in

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charge,

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the person responsible for arrival rate,

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They're not making the connection that

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it's not about arrival rate.

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It's about completed plans of care.

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It's about success.

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It's about achievement.

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But the easiest way to manage performance

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of arrival rate is to stop scheduling

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patients who don't come.

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So what we did,

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and then I'll give you a chance to

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talk years ago, twenty years ago,

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we've always worked for a long time.

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We've been in network with all payers,

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including Medicaid.

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Historically,

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patients on Medicaid who are relying on

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transportation through Medicaid don't have

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the best arrival rate numbers.

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They just don't.

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And so we said,

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we don't want to lose these patients.

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I might schedule ten visits and get three

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that actually happen.

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How can I change my system to accommodate

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what's going on?

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So we wouldn't book a dedicated spot for

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an individual that consistently was

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missing appointments.

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We would give them a flex spot.

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Either we'd call them the day of or

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we tell them to call us or we'd

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put them on the schedule in like a

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light gray font so that they might come.

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They might not come.

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If they come,

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we'll treat them and we'll bill for them

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if they don't come.

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That's OK,

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because I've got other patients in that

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spot and you can do this in a

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compliant way.

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But the idea is this allowed us to

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not lose sight of what is the actual

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goal.

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Get patients in the door,

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not get the best performance on a KPI

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that doesn't really track what we're

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trying to achieve.

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Yeah.

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And this this pops up everywhere in life.

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with kids.

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I don't even have any kids,

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but I've been a kid.

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And I'm gonna give you ten dollars a

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week for your allowance.

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All you have to do is keep your

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room clean.

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Sounds like.

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And the first week,

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I go with the letter of the law

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and the spirit of the law.

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And I keep my room clean.

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And then a week in,

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I want my ten bucks.

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And before mom comes in to inspect,

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I just shove everything in the closet.

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And I've.

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We didn't talk about the closet.

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The closet's not clean.

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I've heard about surgeons

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not wanting to take on difficult cases for

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like good surgeons,

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not wanting to take on difficult cases

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because it might mess up my average.

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And if I'm being measured by the average,

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I want to do that.

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This happens in sales or pipeline

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generation.

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I've done one of those jobs.

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I ever go to do one of those

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jobs again, Tony, full permission.

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You drive from Ohio to New York and

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you slap me clear across the face.

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Because once I realized it was a big,

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dumb game that didn't mean anything,

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I couldn't play it.

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I just couldn't do it.

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Pipeline generation.

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Oh,

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how many deals do you think you'll close

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in the next three to six months?

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And I was like, none.

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And people looked at me like a ghast

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because I was telling the truth.

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How many did I think were closed?

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None.

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I don't think any of these are legit.

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These are all bull.

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And yet everybody else was playing the

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game.

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Like people pulled me aside.

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They're like,

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you kind of got to make this up

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a little bit.

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I was like, oh, I'm sorry.

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I just thought we were here to do

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something.

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legit.

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So that's where this idea of good hearts

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law comes in.

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I love these stupid things like the Pareto

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principle, eighty, twenty and all those.

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And I had heard of this.

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Then Larry Benz used it in one of

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his articles recently,

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which is

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uh he uses the the allegory of the

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russian nail factory it's a short one

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right so russian you're in the nail

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factory you're what am i measured with

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because i'm working do i work as fast

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as possible so they put a metric on

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the board produce as many nails as

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possible and then you get a bonus that's

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even better when you get a bonus so

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the russian nail factory the workers were

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like all right let's make a bunch of

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let's make a bajillion tiny little nails

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Great metric hit,

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but the nails were so small,

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they couldn't use them.

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It's like, okay, okay, okay, okay.

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We see you game the system.

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Let's go the other way.

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And said,

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we'll do it on based on weight of

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nails produced.

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That'll be more bigger nails.

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So they produced like five gigantic nails

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that were useless again.

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So metric hit.

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So KPIs that we were talking about,

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or we were just discussing on LinkedIn

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yesterday's cancellation rate.

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To sum up what Larry Benz and other

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people like Jerry Durham has said is

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you're too far downstream with

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cancellation rate.

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Why are they checked out?

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Why would they drop out?

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I don't cancel my haircut.

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I barely care about my hair.

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It's because I need it now.

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This is a need.

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So I feel like Larry summed it up

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well.

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Why would someone who is in need and

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made an appointment,

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why would they cancel?

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So are we measuring something way

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downstream?

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Moneyball, right?

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That was the attempt to show where you

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could get the right metrics.

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It's not about home runs.

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The Oakland A's didn't have enough money

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to pay for Johnny Damon or, you know,

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and Jason Giambi.

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So like, well, what matters?

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It's getting on base.

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So they optimize for getting on base.

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It would have been a better story if

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they actually won the World Series that

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year.

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Right.

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It would have flipped.

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It has already changed baseball,

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which is already over metric size.

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But they didn't say,

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let's not look at metrics.

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They said,

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why are we looking at these metrics and

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not these?

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Because these, the goal is to get wins,

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wins produce playoffs,

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playoffs produce championships.

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So I think this is a shakeup.

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And I think people resist this because

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they're so used to doing it.

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And, you know, that was a great example.

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Like,

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what are therapists obsessed with

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continuing education, certifications,

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letters after their name?

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We pretty well know the thing that makes

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the patient better is liking you.

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So instead of you worrying about getting a

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new certification for a new manual therapy

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technique,

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why don't you take a course on how

00:09:11.096 --> 00:09:12.216
to communicate better,

00:09:12.576 --> 00:09:14.837
how to influence friends and whatever?

00:09:15.597 --> 00:09:16.759
Win friends and influence people.

00:09:16.778 --> 00:09:16.859
Yeah.

00:09:17.399 --> 00:09:17.698
Yeah.

00:09:17.739 --> 00:09:19.220
Like these are the things.

00:09:19.980 --> 00:09:21.880
If I want patients to get better,

00:09:21.921 --> 00:09:23.642
I just need to get their butt in

00:09:23.701 --> 00:09:24.221
the door.

00:09:24.381 --> 00:09:26.023
It almost doesn't matter what they do

00:09:26.102 --> 00:09:26.602
after that.

00:09:26.964 --> 00:09:28.403
So I don't want to optimize,

00:09:29.225 --> 00:09:31.525
make it easier, flexible scheduling,

00:09:31.865 --> 00:09:32.846
no penalties.

00:09:33.167 --> 00:09:34.427
You're not going to get threatened.

00:09:34.466 --> 00:09:36.148
You're not going to get punished because

00:09:36.168 --> 00:09:38.028
you missed an appointment, came in late,

00:09:38.048 --> 00:09:39.169
came in early, whatever.

00:09:39.929 --> 00:09:43.533
And once we start to realize it's not

00:09:43.553 --> 00:09:45.336
about the things we think it's about,

00:09:45.797 --> 00:09:46.937
it's not about the things that are

00:09:46.957 --> 00:09:47.839
important to us.

00:09:47.958 --> 00:09:51.643
It's about the simple things that have big

00:09:51.763 --> 00:09:52.283
impact.

00:09:52.803 --> 00:09:54.145
I think everything changes.

00:09:54.306 --> 00:09:54.905
Everything changes.

00:09:55.706 --> 00:09:57.768
uh you ever get a speeding ticket tony

00:09:57.828 --> 00:09:59.208
i haven't gotten one i mean i'm knock

00:09:59.269 --> 00:10:00.490
on wood here i haven't gotten a speeding

00:10:00.529 --> 00:10:02.611
ticket a long time but if giving out

00:10:02.672 --> 00:10:05.092
tickets curbed speeding we'd be done by

00:10:05.153 --> 00:10:06.754
now wouldn't we i feel like we'd just

00:10:06.774 --> 00:10:08.455
be like it's the threat of it no

00:10:08.475 --> 00:10:10.596
one wants to get the ticket no one

00:10:11.096 --> 00:10:12.817
wants to speed but i do want to

00:10:12.857 --> 00:10:15.298
get there faster right so we've said i'll

00:10:15.339 --> 00:10:16.820
slap you on the wrist well you don't

00:10:16.840 --> 00:10:18.421
show up i'll give you i'll give you

00:10:18.441 --> 00:10:18.841
a fee

00:10:19.601 --> 00:10:20.121
I don't know.

00:10:20.283 --> 00:10:21.743
I'm not saying don't do anything.

00:10:21.984 --> 00:10:23.144
What I'm saying is that I think a

00:10:23.163 --> 00:10:24.384
lot of the smart people who've studied

00:10:24.404 --> 00:10:25.245
this, smarter than me,

00:10:25.625 --> 00:10:26.447
go further upstream.

00:10:26.466 --> 00:10:29.368
They go, why did that person cancel?

00:10:29.568 --> 00:10:30.308
What was it?

00:10:30.950 --> 00:10:32.389
Larry calls it the cliff.

00:10:32.431 --> 00:10:33.691
Have you seen this as well?

00:10:34.532 --> 00:10:36.572
He says it happens after usually visit two

00:10:36.613 --> 00:10:37.073
or three.

00:10:37.173 --> 00:10:38.094
If they cancel,

00:10:38.815 --> 00:10:41.375
usually the fall off is after visit two

00:10:41.416 --> 00:10:41.797
or three.

00:10:42.136 --> 00:10:44.258
And he put it to me very eloquently.

00:10:44.298 --> 00:10:45.078
And all of a sudden, I was like,

00:10:45.099 --> 00:10:45.759
oh, not even eloquently.

00:10:45.778 --> 00:10:46.600
He put it very simply.

00:10:47.860 --> 00:10:50.743
The eval is very intense, typically.

00:10:50.883 --> 00:10:51.523
We're measuring,

00:10:51.562 --> 00:10:53.443
we're asking a lot of questions.

00:10:54.043 --> 00:10:55.424
This is about me.

00:10:55.705 --> 00:10:57.826
You're asking me and I'm telling you.

00:10:58.346 --> 00:11:01.168
Some PTs will like poke fun at the

00:11:01.207 --> 00:11:01.688
patient,

00:11:01.729 --> 00:11:03.950
like tell me their whole damn life story.

00:11:03.970 --> 00:11:05.530
And I'm like, it's because you asked.

00:11:06.571 --> 00:11:07.351
And that's good.

00:11:07.552 --> 00:11:09.253
You're getting someone's life story.

00:11:09.273 --> 00:11:10.813
A lot of times that's like pulling teeth.

00:11:11.553 --> 00:11:14.676
And, uh, so the eval is very intensive.

00:11:14.696 --> 00:11:16.017
It feels very like, look, I don't know.

00:11:16.037 --> 00:11:17.398
They have me doing things and there's a

00:11:17.597 --> 00:11:18.818
measuring and it's all about me.

00:11:18.879 --> 00:11:20.519
It's about me, me, me for an hour.

00:11:21.020 --> 00:11:22.400
And then visit two or three is like,

00:11:22.481 --> 00:11:23.121
Hey, how you doing?

00:11:23.142 --> 00:11:24.302
Why don't you jump on the bike over

00:11:24.322 --> 00:11:24.523
there?

00:11:24.582 --> 00:11:28.004
Now it's like, Oh, what happened?

00:11:28.044 --> 00:11:29.426
I thought we were, we felt like,

00:11:29.686 --> 00:11:30.907
I thought we were, you were my guy.

00:11:30.986 --> 00:11:31.827
I was your guy.

00:11:32.168 --> 00:11:32.969
What happened there?

00:11:33.369 --> 00:11:34.950
So you go through that motion one more

00:11:35.009 --> 00:11:35.951
time and you're like,

00:11:36.917 --> 00:11:38.557
oh, I got played?

00:11:38.577 --> 00:11:40.240
That was just to get the first date?

00:11:40.259 --> 00:11:41.600
You feel like you got sold.

00:11:41.980 --> 00:11:44.182
And then when you apply for a job,

00:11:44.222 --> 00:11:46.264
the hiring manager or that recruiter is

00:11:46.303 --> 00:11:47.345
like, oh my God,

00:11:47.625 --> 00:11:48.885
tell me all about you.

00:11:49.086 --> 00:11:50.106
Oh my God, I'm so interested.

00:11:50.126 --> 00:11:50.967
You're going to love it here.

00:11:51.248 --> 00:11:52.408
And then you never hear from that person

00:11:52.448 --> 00:11:52.649
again.

00:11:52.668 --> 00:11:56.312
You're like, where's Katie from HR?

00:11:56.491 --> 00:11:56.932
Where's that?

00:11:57.013 --> 00:11:58.453
It's like, oh yeah, dude,

00:11:58.494 --> 00:12:00.014
she said whatever she had to do because

00:12:00.075 --> 00:12:04.197
her metric was applications to contracts

00:12:04.217 --> 00:12:04.639
signed.

00:12:05.298 --> 00:12:06.899
And then that leaves you feeling

00:12:06.940 --> 00:12:07.399
something.

00:12:07.460 --> 00:12:09.301
And I think Paul nails it right here

00:12:09.321 --> 00:12:11.883
on the comment when he says relationships

00:12:12.302 --> 00:12:14.183
equal everything.

00:12:14.403 --> 00:12:15.424
So what is it, Tony?

00:12:15.445 --> 00:12:18.405
Like when you mentioned letters and Con

00:12:18.505 --> 00:12:18.765
Ed,

00:12:19.927 --> 00:12:21.788
we feel like we need to be the

00:12:21.827 --> 00:12:22.568
magician.

00:12:23.769 --> 00:12:25.750
But if you actually look at the research,

00:12:25.809 --> 00:12:25.990
right,

00:12:26.009 --> 00:12:27.510
I'm sure somebody smarter than me has it.

00:12:28.292 --> 00:12:30.572
Doesn't it say it's the relationship?

00:12:30.613 --> 00:12:31.953
And I mean, if they don't show up.

00:12:32.773 --> 00:12:34.215
None of that con ed matters, does it?

00:12:34.595 --> 00:12:37.238
Even if you have magic hands.

00:12:37.298 --> 00:12:37.798
Yeah.

00:12:37.879 --> 00:12:38.778
Yeah.

00:12:38.820 --> 00:12:39.379
Same thing.

00:12:39.419 --> 00:12:41.962
Like I've I've tried to look for the

00:12:42.003 --> 00:12:42.583
research.

00:12:42.624 --> 00:12:44.446
I've tried to look outside the profession.

00:12:44.525 --> 00:12:46.768
I've tried to look at other data points

00:12:47.048 --> 00:12:49.431
and I can't really put anything tangible

00:12:49.471 --> 00:12:51.013
together to say, hey, look,

00:12:51.432 --> 00:12:52.533
I'm proving it to you.

00:12:52.573 --> 00:12:53.775
You're wrong and I'm right.

00:12:54.385 --> 00:12:56.785
But I think on some level,

00:12:57.206 --> 00:12:59.147
we have to acknowledge the fact that what

00:12:59.167 --> 00:13:01.287
you said, if they're not there,

00:13:01.626 --> 00:13:02.687
they're not going to get better.

00:13:03.947 --> 00:13:05.888
If they don't like us, trust us,

00:13:05.988 --> 00:13:06.948
want to be around us,

00:13:06.969 --> 00:13:07.969
they're not going to get better.

00:13:08.469 --> 00:13:09.548
And I think the thing that you said

00:13:09.589 --> 00:13:10.649
is super important.

00:13:10.708 --> 00:13:11.850
Like I've been married.

00:13:11.909 --> 00:13:18.051
We're going on twenty years.

00:13:18.130 --> 00:13:18.711
Dating.

00:13:26.720 --> 00:13:35.767
before we got married.

00:13:35.826 --> 00:13:36.788
I think you're cutting out a little bit,

00:13:36.827 --> 00:13:37.028
Tony.

00:13:37.048 --> 00:13:38.649
I think you were good there for a

00:13:38.690 --> 00:13:39.070
hot minute,

00:13:39.090 --> 00:13:43.352
but I think you're cutting out.

00:13:43.413 --> 00:13:43.653
All right,

00:13:43.693 --> 00:13:44.734
not sure if Tony can hear me.

00:13:45.054 --> 00:13:46.336
If you got a question or a comment,

00:13:46.796 --> 00:13:48.277
what I'll ask the audience,

00:13:48.297 --> 00:13:50.198
because I think you could ask a hundred

00:13:50.239 --> 00:13:51.440
different clinic owners in a hundred

00:13:51.460 --> 00:13:53.801
different clinics what they think and feel

00:13:53.841 --> 00:13:54.341
about this.

00:13:55.938 --> 00:13:57.198
And it's in the name, right?

00:13:57.259 --> 00:14:01.640
It's KPI, key performance indicators.

00:14:01.701 --> 00:14:03.241
I think we use KPI so often.

00:14:04.341 --> 00:14:05.642
Myself included, we'll just be like, wait,

00:14:05.662 --> 00:14:06.082
what was it?

00:14:06.663 --> 00:14:10.943
Key performance indicators.

00:14:11.004 --> 00:14:12.184
How is this performing?

00:14:12.684 --> 00:14:14.625
Performance to me feels like an outcome,

00:14:14.765 --> 00:14:16.046
a result of.

00:14:17.025 --> 00:14:18.366
So that's the whole thing with Goodhart's

00:14:18.427 --> 00:14:20.488
Law is when the measure becomes the

00:14:20.548 --> 00:14:21.048
target...

00:14:22.323 --> 00:14:24.884
it fails to measure the thing that

00:14:24.945 --> 00:14:25.485
matters.

00:14:25.825 --> 00:14:28.025
That was the line in Larry Benz's article

00:14:28.046 --> 00:14:29.006
that sort of hit.

00:14:29.027 --> 00:14:31.467
I don't know if Tony is back.

00:14:31.508 --> 00:14:31.908
There he is.

00:14:32.187 --> 00:14:33.248
Yeah, he cut out there for a second.

00:14:33.668 --> 00:14:35.469
But when you give someone a target,

00:14:37.029 --> 00:14:39.211
they're going to game for the target.

00:14:39.270 --> 00:14:40.990
But you can't... That's where it's like,

00:14:41.051 --> 00:14:43.091
don't hate the player, hate the game,

00:14:43.111 --> 00:14:44.533
but you just invented the game.

00:14:44.552 --> 00:14:46.933
You're like... I'll give you an example.

00:14:47.033 --> 00:14:47.754
In radio...

00:14:49.485 --> 00:14:51.567
We were measured in quarter hours.

00:14:52.227 --> 00:14:54.089
So if you were listening at twelve

00:14:54.149 --> 00:14:54.850
fourteen,

00:14:55.311 --> 00:14:56.491
if you wrote this is how this is

00:14:56.511 --> 00:14:58.092
how accurate radio measurements were.

00:14:59.313 --> 00:15:01.636
We they sent out thousands of diaries like

00:15:01.697 --> 00:15:03.298
little books like that used to write

00:15:04.306 --> 00:15:06.147
essays in high school, like little books.

00:15:06.527 --> 00:15:07.768
And you're supposed to keep it with you

00:15:07.807 --> 00:15:09.188
every day and write down what you were

00:15:09.208 --> 00:15:11.370
listening to and when from twelve oh one

00:15:11.429 --> 00:15:12.410
to twelve sixteen.

00:15:12.850 --> 00:15:14.892
So radio is measured in quarter hours.

00:15:15.533 --> 00:15:17.033
So if you wrote down someone wrote down

00:15:17.073 --> 00:15:19.294
a listing at twelve fifteen and I stopped

00:15:19.335 --> 00:15:20.816
at twelve thirty one.

00:15:22.336 --> 00:15:24.798
How many minutes is that right?

00:15:24.817 --> 00:15:25.938
That's three quarter hours.

00:15:26.971 --> 00:15:28.392
because you were in the first quarter

00:15:28.432 --> 00:15:29.753
hour, twelve fourteen,

00:15:29.873 --> 00:15:31.934
you crossed and crossed twelve fifteen to

00:15:31.955 --> 00:15:32.735
twelve sixteen.

00:15:33.216 --> 00:15:34.736
That's the second quarter hour and you got

00:15:34.777 --> 00:15:35.557
to thirty one.

00:15:36.958 --> 00:15:37.919
So what did Jimmy do?

00:15:39.240 --> 00:15:40.721
I made sure we were not in commercial

00:15:40.741 --> 00:15:41.503
breaks during

00:15:43.243 --> 00:15:45.684
The change over quarter hours.

00:15:45.845 --> 00:15:48.785
I made sure we optimized our clocks or

00:15:48.885 --> 00:15:51.087
when we played commercials or when we were

00:15:51.128 --> 00:15:52.008
playing songs.

00:15:52.688 --> 00:15:54.909
Did I try to game the system?

00:15:55.450 --> 00:15:56.331
Absolutely.

00:15:56.931 --> 00:15:58.072
Because if that's how you're going to

00:15:58.251 --> 00:16:00.432
arbitrarily measure me, quality,

00:16:01.913 --> 00:16:04.655
that's how I'm going to show up on

00:16:04.696 --> 00:16:05.076
the field.

00:16:06.027 --> 00:16:07.347
It's just also funny that the name of

00:16:07.368 --> 00:16:08.668
the company that did radio ratings,

00:16:08.688 --> 00:16:09.769
and I believe still does,

00:16:09.808 --> 00:16:10.649
is called Arbitron.

00:16:10.909 --> 00:16:12.110
Felt arbitrary to us.

00:16:12.431 --> 00:16:14.712
We could kick ass all day, every day.

00:16:15.232 --> 00:16:16.754
But if we got a few diaries that

00:16:17.453 --> 00:16:18.514
people didn't listen to us,

00:16:20.015 --> 00:16:21.616
or they just happened to not be listening

00:16:21.657 --> 00:16:23.217
that ratings period,

00:16:23.918 --> 00:16:26.139
but those were the KPIs.

00:16:26.320 --> 00:16:28.061
TSL in radio.

00:16:28.160 --> 00:16:30.101
Time spent listening.

00:16:31.082 --> 00:16:32.543
Man, maybe that is a good...

00:16:32.884 --> 00:16:34.544
Maybe that's a good KPI for...

00:16:35.639 --> 00:16:39.904
Now that we can record with AI scribes

00:16:39.945 --> 00:16:45.110
and technology, time spent listening.

00:16:46.071 --> 00:16:46.991
You can measure.

00:16:47.493 --> 00:16:51.677
Maybe I just invented a new KPI.

00:16:51.716 --> 00:16:52.738
Time spent listening.

00:16:52.879 --> 00:16:54.259
This would be an interesting one.

00:16:54.360 --> 00:16:55.280
Once Tony gets back on,

00:16:55.321 --> 00:16:55.942
I'll ask him about it.

00:16:55.961 --> 00:16:57.283
But time spent listening would be

00:16:58.265 --> 00:17:00.408
If you have a half hour,

00:17:00.427 --> 00:17:03.169
a forty five or a sixty minute slot

00:17:03.230 --> 00:17:04.089
with your patient,

00:17:04.911 --> 00:17:07.873
how much time do you spend actually

00:17:09.134 --> 00:17:09.615
listening?

00:17:09.855 --> 00:17:11.635
That would be an interesting question and

00:17:11.655 --> 00:17:13.938
an interesting KPI to think about.

00:17:15.159 --> 00:17:16.480
I'd love to hear from the audience.

00:17:17.682 --> 00:17:20.242
now or later on if you want to

00:17:20.282 --> 00:17:22.064
jump on linkedin and just comment what are

00:17:22.104 --> 00:17:24.625
the kpis that you have that you actually

00:17:24.665 --> 00:17:27.146
track now keep in mind with ehrs now

00:17:27.186 --> 00:17:31.189
today you can track a lot of them

00:17:31.229 --> 00:17:33.451
maybe too well definitely too many because

00:17:33.471 --> 00:17:37.093
they all the kpis can't be key so

00:17:37.212 --> 00:17:40.114
which are the ones that matter and i'll

00:17:40.153 --> 00:17:42.174
get into that once once tony gets back

00:17:42.214 --> 00:17:43.135
on the uh the show

00:17:44.005 --> 00:17:44.825
And the question is,

00:17:45.405 --> 00:17:49.607
if you've ever improved a metric only to

00:17:49.647 --> 00:17:51.409
see results actually go down.

00:17:51.828 --> 00:17:54.830
So you put something on the scoreboard to

00:17:55.171 --> 00:18:00.013
gamify in terms of a KPI, but results,

00:18:01.433 --> 00:18:02.315
the product,

00:18:03.394 --> 00:18:05.175
the big picture thing has actually gone

00:18:05.195 --> 00:18:05.415
down.

00:18:05.656 --> 00:18:07.617
And Tony talked about this last week.

00:18:08.038 --> 00:18:09.919
He optimized for his front desk

00:18:11.299 --> 00:18:12.540
For arrival rate,

00:18:13.221 --> 00:18:16.064
someone gets put on the schedule a day,

00:18:16.585 --> 00:18:17.965
a week, a month ahead.

00:18:18.605 --> 00:18:19.666
How many actually arrive?

00:18:20.708 --> 00:18:21.368
Sounds pretty good.

00:18:21.608 --> 00:18:23.269
Arrival rate on the schedule.

00:18:23.750 --> 00:18:25.251
How many actually show up a week,

00:18:25.352 --> 00:18:27.252
a month, a quarter later?

00:18:27.433 --> 00:18:27.814
How many?

00:18:29.715 --> 00:18:31.656
And then Tony talked about, well, whoops,

00:18:32.117 --> 00:18:34.740
if I'm being measured for arrival rate...

00:18:36.036 --> 00:18:37.997
I'm probably not going to put questionable

00:18:38.037 --> 00:18:39.278
people on the schedule.

00:18:39.518 --> 00:18:40.679
And that makes sense.

00:18:40.778 --> 00:18:43.300
You just taught your front desk what was

00:18:43.361 --> 00:18:45.883
important.

00:18:45.942 --> 00:18:48.585
Arrival rate, not helping people.

00:18:49.704 --> 00:18:51.287
And that's a problem.

00:18:52.467 --> 00:18:53.067
Tony, you still there?

00:18:56.269 --> 00:18:57.171
So I would like to know what the

00:18:57.191 --> 00:18:59.092
KPIs are for people out there.

00:19:00.987 --> 00:19:02.488
that are actually key and actually move

00:19:02.508 --> 00:19:02.807
the needle.

00:19:02.827 --> 00:19:03.647
And we can get into that.

00:19:04.048 --> 00:19:05.067
I do want to make sure we have

00:19:05.087 --> 00:19:06.348
our sponsors taken care of.

00:19:06.409 --> 00:19:08.128
So let's welcome in our newest sponsor,

00:19:10.109 --> 00:19:11.569
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00:19:11.650 --> 00:19:12.851
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00:19:13.030 --> 00:19:13.631
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00:19:14.050 --> 00:19:15.412
With Front Desk Crystal Ball,

00:19:15.471 --> 00:19:17.873
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00:19:17.932 --> 00:19:21.173
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00:19:21.253 --> 00:19:21.814
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00:19:21.913 --> 00:19:22.273
Boom.

00:19:22.834 --> 00:19:24.075
One hundred percent arrival rate.

00:19:24.515 --> 00:19:25.255
Zero growth.

00:19:26.363 --> 00:19:28.085
front desk crystal ball because you can't

00:19:28.105 --> 00:19:31.728
cancel if you were never ever booked.

00:19:32.169 --> 00:19:33.108
I mean, that plays right into,

00:19:33.349 --> 00:19:35.151
I'm wondering if Tony's team did have

00:19:35.491 --> 00:19:36.932
front desk crystal ball.

00:19:36.952 --> 00:19:43.159
Let me see if I can get Tony.

00:19:51.157 --> 00:19:52.638
Let's move to the next topic,

00:19:52.838 --> 00:19:55.060
and then we'll come back to when Tony

00:19:55.080 --> 00:19:59.124
either calls in or can get back online.

00:19:59.144 --> 00:20:01.365
Next topic, content.

00:20:02.207 --> 00:20:03.567
We said something last show that I felt

00:20:03.627 --> 00:20:03.948
mattered.

00:20:04.909 --> 00:20:06.509
I figured out how to do it wrong

00:20:06.569 --> 00:20:07.050
a lot.

00:20:07.090 --> 00:20:08.372
That's what I said last show.

00:20:08.511 --> 00:20:09.393
That was on Tuesday.

00:20:10.053 --> 00:20:13.115
Most PT content fails, in my opinion,

00:20:14.096 --> 00:20:15.577
for one of a couple reasons,

00:20:15.617 --> 00:20:16.557
but this is a key one.

00:20:17.739 --> 00:20:19.280
I think it's made for the creator,

00:20:20.871 --> 00:20:21.750
not the platform.

00:20:22.070 --> 00:20:24.092
If you work for small organizations,

00:20:25.373 --> 00:20:26.573
or you're a solo person,

00:20:27.012 --> 00:20:28.554
is the content made for you?

00:20:31.535 --> 00:20:34.016
Or is the content made for your CEO?

00:20:35.276 --> 00:20:36.395
Tony's back in the, all right.

00:20:36.777 --> 00:20:38.037
So hey, before we move on to content,

00:20:40.675 --> 00:20:42.217
What are the KPIs that matter?

00:20:42.257 --> 00:20:44.019
Let's not just bitch about something and

00:20:44.058 --> 00:20:45.160
sort of poke.

00:20:46.220 --> 00:20:47.862
I told everybody about how you had said

00:20:47.882 --> 00:20:51.183
two days ago that when you optimize for

00:20:51.565 --> 00:20:54.326
arrival or showing up arrival,

00:20:54.646 --> 00:20:55.988
I put you on the schedule a day,

00:20:56.208 --> 00:20:57.209
a week, a month out,

00:20:57.548 --> 00:20:58.250
and then you show up.

00:20:58.490 --> 00:20:58.789
Boom.

00:20:58.849 --> 00:21:00.111
Keep that number as close to a hundred

00:21:00.131 --> 00:21:00.510
percent.

00:21:00.892 --> 00:21:03.854
And then you said your front desk figured

00:21:03.894 --> 00:21:05.035
out what game they were playing and played

00:21:05.055 --> 00:21:05.355
it well.

00:21:05.394 --> 00:21:06.276
What happened with that?

00:21:07.167 --> 00:21:07.729
Yeah,

00:21:07.888 --> 00:21:11.071
so we eventually had to get to the

00:21:11.132 --> 00:21:13.934
point where we realized that we always

00:21:13.974 --> 00:21:14.455
were small.

00:21:14.875 --> 00:21:16.838
At our biggest, we were at five locations.

00:21:17.558 --> 00:21:20.261
So I could identify a single individual

00:21:20.321 --> 00:21:22.744
who understood the intention behind the

00:21:22.765 --> 00:21:23.306
KPI.

00:21:23.746 --> 00:21:24.207
There you go.

00:21:24.227 --> 00:21:26.368
Put that person in charge of the KPI

00:21:26.930 --> 00:21:28.230
and they would perform in the way that

00:21:28.270 --> 00:21:28.832
we wanted.

00:21:29.212 --> 00:21:30.753
But if I just took a random person,

00:21:30.775 --> 00:21:33.397
if I had a hundred front desk positions

00:21:34.018 --> 00:21:36.781
and tried to expect them to perform the

00:21:36.821 --> 00:21:38.624
way I wanted them to perform,

00:21:38.723 --> 00:21:39.285
it was always

00:22:15.557 --> 00:22:17.419
All right, Tony, can you hear me?

00:22:17.558 --> 00:22:18.119
I can.

00:22:18.359 --> 00:22:20.580
I don't understand what is going on for

00:22:20.641 --> 00:22:21.082
us today.

00:22:22.061 --> 00:22:22.423
Listen,

00:22:22.482 --> 00:22:24.183
every once in a while the internet just

00:22:24.384 --> 00:22:24.864
hates us,

00:22:24.923 --> 00:22:26.525
but I'm pretty sure everybody can hear you

00:22:26.585 --> 00:22:27.445
now, so keep going.

00:22:27.465 --> 00:22:27.786
All right,

00:22:27.806 --> 00:22:28.807
so you were saying if you had a

00:22:28.826 --> 00:22:29.227
hundred people,

00:22:29.827 --> 00:22:31.749
it sounds like you're starting the

00:22:31.888 --> 00:22:32.849
explanation where it's like,

00:22:33.029 --> 00:22:34.270
do you need to understand the letter of

00:22:34.290 --> 00:22:35.852
the law or the spirit of the law?

00:22:36.551 --> 00:22:38.653
Yeah, yeah, the intent behind it.

00:22:38.814 --> 00:22:40.634
And so we got to the point where

00:22:40.654 --> 00:22:41.154
we said, hey,

00:22:41.194 --> 00:22:42.076
we've got all these

00:22:42.662 --> 00:22:43.623
you know, twenty, thirty,

00:22:43.663 --> 00:22:46.184
forty KPIs and we're feeling good about

00:22:46.244 --> 00:22:47.987
tracking all these metrics and looking at

00:22:48.027 --> 00:22:49.667
these charts and the charts are going up

00:22:49.708 --> 00:22:51.849
and to the right and we realize it

00:22:51.869 --> 00:22:52.471
doesn't matter.

00:22:53.151 --> 00:22:54.432
What actually matters?

00:22:55.133 --> 00:22:56.054
I need profit.

00:22:56.513 --> 00:22:57.714
Are we making profit?

00:22:57.775 --> 00:22:59.317
How are we measuring profit?

00:22:59.396 --> 00:23:00.538
Am I making profit?

00:23:00.678 --> 00:23:02.619
What actions can I take to make profit

00:23:02.660 --> 00:23:03.019
go up?

00:23:03.536 --> 00:23:05.416
What action can I take to make profit

00:23:05.436 --> 00:23:06.037
go down?

00:23:06.096 --> 00:23:07.637
Let's do more of one and less of

00:23:07.678 --> 00:23:08.157
the other.

00:23:08.678 --> 00:23:09.318
And we say, look,

00:23:09.419 --> 00:23:10.999
I don't even care if it's profit from

00:23:11.058 --> 00:23:11.940
physical therapy.

00:23:13.740 --> 00:23:15.922
There's nothing that says I have to only

00:23:15.961 --> 00:23:17.722
make profit from physical therapy.

00:23:18.222 --> 00:23:18.542
Hence,

00:23:18.663 --> 00:23:22.265
you see the major shift away from physical

00:23:22.305 --> 00:23:24.806
therapy as a profit center to media as

00:23:24.826 --> 00:23:25.586
a profit center.

00:23:25.766 --> 00:23:26.467
Right.

00:23:26.507 --> 00:23:27.007
I was watching...

00:23:27.126 --> 00:23:28.346
It made me think of you.

00:23:28.406 --> 00:23:30.949
Because first, they mock you.

00:23:32.916 --> 00:23:33.938
uh i forget what the next step is

00:23:33.958 --> 00:23:35.298
there's like a natural progression like

00:23:35.318 --> 00:23:37.442
grief like first they mock you then they

00:23:37.461 --> 00:23:39.063
whatever and then like by the end of

00:23:39.083 --> 00:23:40.865
the step like they're like i i always

00:23:40.924 --> 00:23:43.627
believed in you right like i'm not gonna

00:23:43.647 --> 00:23:45.269
call them out but my classmates in pt

00:23:45.289 --> 00:23:46.631
school when i launched this podcast we're

00:23:46.651 --> 00:23:48.692
like this podcast dude talking to you

00:23:48.732 --> 00:23:50.934
talking to yourself and now they're like i

00:23:50.954 --> 00:23:52.277
always believed in you ten years later

00:23:52.317 --> 00:23:53.938
like i i saw i saw the vision

00:23:53.978 --> 00:23:54.919
too um

00:23:56.260 --> 00:23:58.242
I saw a video or a series of

00:23:58.282 --> 00:23:58.844
videos.

00:23:59.044 --> 00:24:00.065
Have you seen this one?

00:24:00.184 --> 00:24:02.166
It's essentially a remote control car with

00:24:02.186 --> 00:24:02.988
a GoPro on it.

00:24:04.430 --> 00:24:05.851
And you're seeing the point of view of

00:24:05.871 --> 00:24:06.271
the car.

00:24:06.332 --> 00:24:07.092
It's first person.

00:24:07.932 --> 00:24:09.595
And the remote control car has a little

00:24:10.075 --> 00:24:11.977
container on it filled with dog food.

00:24:12.817 --> 00:24:15.080
And it drives around back alleys looking

00:24:15.121 --> 00:24:16.102
for stray dogs.

00:24:17.340 --> 00:24:17.942
And of course,

00:24:18.561 --> 00:24:20.463
the videos are all pretty much the same.

00:24:20.503 --> 00:24:21.003
First of all,

00:24:21.503 --> 00:24:22.365
a dog is going to be like,

00:24:22.424 --> 00:24:23.326
what the hell is this?

00:24:23.365 --> 00:24:24.047
And be scared.

00:24:25.186 --> 00:24:26.347
And then eventually it's going to sniff,

00:24:26.367 --> 00:24:26.689
sniff, sniff,

00:24:26.709 --> 00:24:27.730
and then it's going to eat the food.

00:24:27.849 --> 00:24:28.309
And of course,

00:24:28.329 --> 00:24:30.131
there's violin music playing in the

00:24:30.171 --> 00:24:30.692
background.

00:24:31.352 --> 00:24:32.773
And you watch it because the story is

00:24:32.794 --> 00:24:34.335
about a dog who's hungry and now you're

00:24:34.355 --> 00:24:34.795
feeding it.

00:24:35.415 --> 00:24:38.298
It's similar to the idea of some guy

00:24:38.337 --> 00:24:40.480
knocking on a door of this house that's

00:24:40.500 --> 00:24:42.060
got just an overrun lawn.

00:24:42.501 --> 00:24:43.701
And he starts talking to the owner.

00:24:43.721 --> 00:24:43.843
Yeah.

00:24:44.522 --> 00:24:46.182
right person's older and they can't afford

00:24:46.223 --> 00:24:47.584
to do their lawn but the city is

00:24:47.604 --> 00:24:49.443
going to come find them and of course

00:24:49.503 --> 00:24:52.244
this guy mows their lawn so the cost

00:24:52.265 --> 00:24:54.105
of the remote control car and the person's

00:24:54.145 --> 00:24:55.806
time to make the video with the dog

00:24:55.826 --> 00:24:58.146
and the person's you know time and the

00:24:58.446 --> 00:25:00.227
the the gas and the tools to do

00:25:00.247 --> 00:25:02.748
a lawn the video with the lawn that

00:25:02.807 --> 00:25:06.308
i saw number one had a million likes

00:25:07.346 --> 00:25:07.685
Yeah.

00:25:07.705 --> 00:25:08.625
Nevermind views.

00:25:08.645 --> 00:25:08.806
Like,

00:25:08.865 --> 00:25:10.106
I don't even know how many views it

00:25:10.126 --> 00:25:10.326
was.

00:25:10.426 --> 00:25:11.807
It had a million likes.

00:25:12.047 --> 00:25:13.307
So views are always going to outdo the,

00:25:13.327 --> 00:25:14.528
the, the interactions.

00:25:15.448 --> 00:25:16.909
And then by the end of the video,

00:25:16.989 --> 00:25:18.348
he was like, and by the way,

00:25:18.409 --> 00:25:19.669
we started to go fund me.

00:25:20.349 --> 00:25:21.910
And if the video was telling the truth

00:25:22.049 --> 00:25:23.951
and it, at this point, I'm not shocked.

00:25:24.911 --> 00:25:25.990
They started to go fund me for this

00:25:26.030 --> 00:25:26.290
woman.

00:25:26.411 --> 00:25:27.652
Cause of course the guy then is getting

00:25:27.692 --> 00:25:28.551
into her story.

00:25:28.612 --> 00:25:29.872
My husband passed away.

00:25:29.932 --> 00:25:30.652
My kids are dead.

00:25:30.731 --> 00:25:32.272
I can't take care of my house.

00:25:32.893 --> 00:25:34.633
And they raised a half a million dollars

00:25:34.673 --> 00:25:35.854
for her in like, like,

00:25:38.661 --> 00:25:40.982
And you're telling me what we do is

00:25:41.022 --> 00:25:44.644
impactful and has so many stories that you

00:25:44.704 --> 00:25:46.365
couldn't actually start to say,

00:25:47.126 --> 00:25:50.328
I'm leveraging the attention that I can

00:25:50.368 --> 00:25:51.609
get from my clinic,

00:25:51.650 --> 00:25:53.671
the stories I can cultivate here.

00:25:55.132 --> 00:25:55.792
At some point,

00:25:55.833 --> 00:25:57.153
it's going to be more valuable.

00:25:57.433 --> 00:25:59.134
Let me give you one more example.

00:26:00.035 --> 00:26:01.215
And then I want to hear what your

00:26:01.256 --> 00:26:01.756
thoughts are.

00:26:01.776 --> 00:26:02.717
And then I'm going to bring up some

00:26:02.777 --> 00:26:03.758
of these videos on the screen.

00:26:04.018 --> 00:26:04.137
Yeah.

00:26:04.557 --> 00:26:05.997
I was talking with some APTA state

00:26:06.017 --> 00:26:06.857
chapters recently.

00:26:06.938 --> 00:26:08.657
I'm sort of still on the stupid idea

00:26:08.678 --> 00:26:10.178
that every one of them needs their own

00:26:10.198 --> 00:26:11.538
YouTube channel and podcast.

00:26:11.858 --> 00:26:12.659
None of them are going to do it

00:26:12.679 --> 00:26:14.239
themselves because they're all busy.

00:26:15.099 --> 00:26:16.799
Being a member or being a volunteer is

00:26:16.839 --> 00:26:18.140
their second or third or fourth

00:26:18.220 --> 00:26:20.121
responsibility, but they all want it.

00:26:20.901 --> 00:26:22.201
They want the attention, right?

00:26:22.221 --> 00:26:23.682
Because they all say, what do you want?

00:26:23.821 --> 00:26:24.541
More engagement.

00:26:24.582 --> 00:26:24.922
I'm like, well,

00:26:24.942 --> 00:26:25.801
you need to give people something to

00:26:25.842 --> 00:26:26.422
engage with.

00:26:27.402 --> 00:26:29.462
And I say, I will come on board.

00:26:30.603 --> 00:26:31.564
I will help you.

00:26:31.704 --> 00:26:33.747
I don't want to host your podcast.

00:26:33.847 --> 00:26:35.690
I want to executive produce your podcast.

00:26:35.829 --> 00:26:38.874
I will turn your volunteers into podcast

00:26:38.913 --> 00:26:39.335
hosts.

00:26:39.434 --> 00:26:41.718
I will build the system and I will

00:26:41.758 --> 00:26:42.940
make sure the system runs.

00:26:45.865 --> 00:26:48.645
I will find sponsors in a state like

00:26:48.685 --> 00:26:50.386
New York or Texas or California.

00:26:50.807 --> 00:26:52.468
We'll just go to the top ten organizations

00:26:52.488 --> 00:26:54.189
that want to hire PTs and PTAs and

00:26:54.229 --> 00:26:54.548
go, hey,

00:26:54.969 --> 00:26:56.490
I have a direct route of attention of

00:26:56.509 --> 00:26:57.390
the people you want to hire.

00:26:57.890 --> 00:26:59.891
You pay this amount of money and that

00:26:59.931 --> 00:27:01.392
attention now is yours for the year.

00:27:01.892 --> 00:27:03.813
I will do that before I ever start.

00:27:04.333 --> 00:27:05.953
And if I don't reach what my minimum

00:27:06.013 --> 00:27:07.654
is to start, I just won't start.

00:27:07.694 --> 00:27:08.575
And then you owe me nothing.

00:27:08.674 --> 00:27:09.634
Anyway, I'm still on that.

00:27:10.076 --> 00:27:11.076
Here is their concern.

00:27:11.556 --> 00:27:13.537
And I think it's valid now,

00:27:13.997 --> 00:27:14.857
but not in the future.

00:27:16.317 --> 00:27:18.358
A couple of the chapters concerns were we

00:27:18.398 --> 00:27:19.799
have in-person events.

00:27:20.119 --> 00:27:21.661
We have a one or two day conference

00:27:21.701 --> 00:27:22.701
every year in our state.

00:27:23.301 --> 00:27:25.482
And we have sponsors for that.

00:27:25.542 --> 00:27:27.943
What we don't want to do is we

00:27:27.963 --> 00:27:29.125
don't want those sponsors to be like,

00:27:29.625 --> 00:27:29.765
well,

00:27:29.805 --> 00:27:32.487
why would I pay two thousand dollars for

00:27:32.527 --> 00:27:34.788
a table for a couple hours,

00:27:35.387 --> 00:27:37.209
two days a year when I can have

00:27:37.348 --> 00:27:39.891
eyes and ears of their attention three

00:27:39.911 --> 00:27:41.270
hundred and sixty five days a year?

00:27:41.832 --> 00:27:44.613
And my response is exactly right.

00:27:45.446 --> 00:27:45.646
Right.

00:27:45.948 --> 00:27:47.970
So right now I said, OK, well,

00:27:47.990 --> 00:27:50.232
then only offer the YouTube and podcast

00:27:50.252 --> 00:27:53.636
sponsorship to the people who already are

00:27:53.696 --> 00:27:54.999
sponsoring your in-person event.

00:27:55.239 --> 00:27:56.921
You have to be sponsoring the in-person

00:27:56.961 --> 00:27:57.201
event.

00:27:57.442 --> 00:27:58.742
Then you're allowed to be able to have

00:27:58.803 --> 00:27:59.443
access to this.

00:28:00.045 --> 00:28:03.209
My prediction, Tony, in the near future,

00:28:03.509 --> 00:28:04.430
that will be flipped.

00:28:05.167 --> 00:28:07.028
You are only allowed to come in person

00:28:07.388 --> 00:28:09.150
if you are a sponsor of the digital

00:28:09.190 --> 00:28:12.211
content because that will be the more

00:28:12.251 --> 00:28:14.253
valuable thing, in my opinion,

00:28:14.594 --> 00:28:16.815
because it will be in their inbox once,

00:28:17.015 --> 00:28:17.715
twice a week.

00:28:17.816 --> 00:28:19.416
It'll be in their feeds six,

00:28:19.457 --> 00:28:20.336
seven times a week.

00:28:20.457 --> 00:28:23.759
It'll be in their ears all the time.

00:28:23.838 --> 00:28:25.579
Right.

00:28:25.680 --> 00:28:26.641
I think this is going to happen.

00:28:26.820 --> 00:28:28.461
So this just goes to your idea of

00:28:28.501 --> 00:28:29.682
eventually there'll be a clinic...

00:28:31.390 --> 00:28:33.790
that will make more money or provide free

00:28:33.830 --> 00:28:34.351
care.

00:28:34.750 --> 00:28:37.291
And the way they monetize and pay recoup

00:28:37.471 --> 00:28:39.612
their costs and make money from this is

00:28:39.832 --> 00:28:42.292
the attention that they derive from it.

00:28:42.452 --> 00:28:44.294
I'm shocked we haven't seen more of it

00:28:44.913 --> 00:28:46.794
outside of our profession in medicine.

00:28:46.854 --> 00:28:49.595
Have you seen anybody in direct patient

00:28:49.615 --> 00:28:52.375
care, like a GP doing anything like this?

00:28:52.556 --> 00:28:53.155
Why wouldn't they?

00:28:54.800 --> 00:28:56.705
No, I haven't seen it.

00:28:56.787 --> 00:28:57.007
I mean,

00:28:57.027 --> 00:29:00.777
we've seen GPs and orthopedics and other

00:29:02.064 --> 00:29:05.366
people make huge media channels and

00:29:05.426 --> 00:29:07.229
completely replace their income from

00:29:07.288 --> 00:29:07.689
media,

00:29:07.729 --> 00:29:09.951
but they've never really built a native

00:29:10.030 --> 00:29:12.472
business model that said, hey,

00:29:12.633 --> 00:29:14.094
we're going to give away the healthcare

00:29:14.134 --> 00:29:16.936
for free in exchange for collecting the

00:29:16.977 --> 00:29:18.817
profits on the media side.

00:29:19.137 --> 00:29:22.520
It's like if I ever opened a restaurant,

00:29:22.580 --> 00:29:24.702
imagine a restaurant that said,

00:29:24.722 --> 00:29:26.163
we're going to give away the food for

00:29:26.203 --> 00:29:26.565
free,

00:29:26.924 --> 00:29:28.105
but we're going to charge you for the

00:29:28.145 --> 00:29:29.527
seat, for the silverware,

00:29:29.626 --> 00:29:30.587
and for the tablecloth.

00:29:30.887 --> 00:29:32.509
Right, right, right, right, right.

00:29:32.528 --> 00:29:34.451
It's just a change in mindset.

00:29:35.372 --> 00:29:37.693
But I just think that we're still in

00:29:37.773 --> 00:29:40.715
such a world where I'm going to school

00:29:40.756 --> 00:29:42.196
to become a physical therapist.

00:29:42.237 --> 00:29:43.798
Physical therapy is the most important

00:29:43.838 --> 00:29:44.098
thing.

00:29:44.138 --> 00:29:45.539
It's the most valuable thing.

00:29:45.619 --> 00:29:48.321
How can you devalue the profession?

00:29:48.342 --> 00:29:48.541
I mean,

00:29:48.582 --> 00:29:50.523
I still hear those silly arguments of

00:29:50.983 --> 00:29:52.826
you're devaluing the profession.

00:29:52.885 --> 00:29:53.866
How could you do that?

00:29:53.906 --> 00:29:55.587
Why would you give it away for free?

00:29:56.548 --> 00:29:56.588
Um,

00:29:58.288 --> 00:30:00.309
And this goes back to my problem with

00:30:00.329 --> 00:30:02.329
people who don't understand business and

00:30:02.430 --> 00:30:04.191
free markets and capitalism.

00:30:05.830 --> 00:30:07.132
We should be innovating.

00:30:07.172 --> 00:30:09.092
We should be changing and evolving and

00:30:09.132 --> 00:30:09.832
improving.

00:30:10.333 --> 00:30:13.113
We see so many businesses that come out

00:30:13.212 --> 00:30:15.594
and serve a public customer

00:30:16.397 --> 00:30:18.500
in ways that never happened before.

00:30:19.000 --> 00:30:19.921
And everybody loves it.

00:30:19.941 --> 00:30:22.022
And everybody's quality of life is better

00:30:22.663 --> 00:30:24.644
until that company starts making too much

00:30:24.684 --> 00:30:24.944
money.

00:30:24.964 --> 00:30:25.665
And then all of a sudden,

00:30:25.705 --> 00:30:27.227
everybody wants to tear it back down.

00:30:27.326 --> 00:30:27.666
Correct.

00:30:27.707 --> 00:30:28.407
We love winners.

00:30:28.827 --> 00:30:29.969
Everybody loved the Yankees in the

00:30:30.068 --> 00:30:31.710
eighties.

00:30:31.769 --> 00:30:33.412
And then they started winning in the

00:30:33.471 --> 00:30:33.832
nineties.

00:30:33.872 --> 00:30:34.972
And everybody was like, these guys suck.

00:30:36.253 --> 00:30:38.576
We couldn't buy a win in the eighties.

00:30:39.959 --> 00:30:40.779
or a playoff spot.

00:30:40.900 --> 00:30:42.801
And then they started winning and then

00:30:42.821 --> 00:30:43.301
they suck.

00:30:43.663 --> 00:30:45.324
Everybody loves you on the way up.

00:30:46.365 --> 00:30:48.647
Did you see the movie air?

00:30:49.067 --> 00:30:50.628
Did you see the Michael Jordan movie air?

00:30:50.970 --> 00:30:52.131
Great movie.

00:30:53.172 --> 00:30:54.292
You know, true story.

00:30:54.313 --> 00:30:54.992
I'm using air quotes.

00:30:55.213 --> 00:30:56.295
It's generally the true story,

00:30:56.335 --> 00:30:57.155
but of course it's a movie.

00:30:57.175 --> 00:30:58.416
So they got to sort of fictionalize it.

00:30:58.916 --> 00:30:59.938
And Matt Damon,

00:31:00.077 --> 00:31:01.298
essentially Michael Jordan,

00:31:03.779 --> 00:31:05.181
was going to be the big draft pick.

00:31:05.201 --> 00:31:05.961
He was going to go to the NBA.

00:31:06.300 --> 00:31:06.861
And now it's like,

00:31:06.980 --> 00:31:08.561
which company is going to get him for

00:31:08.721 --> 00:31:09.281
the shoe deal?

00:31:10.122 --> 00:31:12.903
Adidas, Converse, Reebok, whatever.

00:31:13.563 --> 00:31:15.583
And Nike wasn't Nike yet.

00:31:15.643 --> 00:31:18.183
Nike wasn't the Patriots yet.

00:31:18.223 --> 00:31:19.963
They were still like this fifth best sort

00:31:19.983 --> 00:31:21.744
of little step kid.

00:31:22.904 --> 00:31:25.465
And Matt Damon delivers this speech to

00:31:25.526 --> 00:31:27.286
Michael Jordan where he's like,

00:31:28.006 --> 00:31:29.486
you'll do things that people have never

00:31:29.547 --> 00:31:31.267
seen and they will love you for it.

00:31:32.096 --> 00:31:33.037
And then eventually he's like,

00:31:33.076 --> 00:31:34.198
and you'll reach the mountain.

00:31:34.218 --> 00:31:35.279
You'll be the greatest ever.

00:31:35.779 --> 00:31:37.122
And then all they'll want to do is

00:31:37.162 --> 00:31:37.761
tear you down.

00:31:38.583 --> 00:31:38.864
Yeah.

00:31:39.483 --> 00:31:40.885
Everybody wants you to do well.

00:31:41.046 --> 00:31:42.488
They just don't want you to do better

00:31:42.528 --> 00:31:42.928
than them.

00:31:44.069 --> 00:31:44.470
Right.

00:31:44.490 --> 00:31:45.290
That's the problem.

00:31:45.310 --> 00:31:46.752
They root for you until you're kicking

00:31:46.893 --> 00:31:47.053
ass.

00:31:47.093 --> 00:31:48.855
And they're like, he's sold out.

00:31:49.655 --> 00:31:51.298
I knew that band before they were...

00:31:52.451 --> 00:31:53.952
Cool.

00:31:54.173 --> 00:31:55.134
It's an internal thing.

00:31:55.673 --> 00:31:56.134
Here's the thing.

00:31:56.154 --> 00:31:56.835
While you were talking,

00:31:56.875 --> 00:32:00.498
I thought of one example in medicine and

00:32:00.617 --> 00:32:02.259
one big example outside of medicine that

00:32:02.318 --> 00:32:04.359
you actually brought up first that made me

00:32:04.380 --> 00:32:04.980
say, wow.

00:32:06.021 --> 00:32:07.982
One example in medicine of someone who I'm

00:32:08.123 --> 00:32:11.905
betting not only gives away her medical

00:32:11.945 --> 00:32:13.366
treatments for free,

00:32:14.106 --> 00:32:15.928
I bet you they've paid to fly people

00:32:15.948 --> 00:32:17.128
around the country to see her.

00:32:17.769 --> 00:32:20.290
And I'm talking about Dr. Pimple Popper.

00:32:21.152 --> 00:32:25.698
Cause she needs the most ridiculous cases.

00:32:25.738 --> 00:32:26.499
Like she needs the,

00:32:26.558 --> 00:32:29.102
somebody with the six pound lipoma on

00:32:29.122 --> 00:32:32.066
their shoulder because that makes for some

00:32:32.105 --> 00:32:34.347
content and whatever she's going to get

00:32:34.489 --> 00:32:35.369
out of that video.

00:32:35.450 --> 00:32:36.550
And I've got it on the screen.

00:32:37.511 --> 00:32:39.053
I'll just click videos.

00:32:39.393 --> 00:32:40.853
I won't even click popular yet.

00:32:41.314 --> 00:32:42.433
I'll just click videos.

00:32:42.973 --> 00:32:44.855
Three days ago, she released a video.

00:32:44.875 --> 00:32:47.375
One hundred and ten thousand views.

00:32:47.915 --> 00:32:49.457
Four days ago, eighty five.

00:32:49.656 --> 00:32:51.157
Eight days ago, sixty seven.

00:32:51.637 --> 00:32:53.398
If I were to click popular.

00:32:53.919 --> 00:32:54.598
Oh, I can't.

00:32:55.318 --> 00:32:55.799
Oh, I can't.

00:32:55.900 --> 00:32:56.720
There's popular.

00:32:57.539 --> 00:33:00.421
What do you think her biggest videos that

00:33:00.441 --> 00:33:02.622
have been around for ten years are getting

00:33:02.721 --> 00:33:05.282
view wise?

00:33:05.343 --> 00:33:06.084
Or the totals?

00:33:08.134 --> 00:33:09.476
I'm going to say three million.

00:33:09.615 --> 00:33:12.679
Seventy eight million.

00:33:13.519 --> 00:33:15.721
So the video was released ten years ago.

00:33:15.760 --> 00:33:16.721
This needs context.

00:33:16.781 --> 00:33:17.863
How long has the video been around?

00:33:17.883 --> 00:33:19.263
It's been around for ten years.

00:33:19.703 --> 00:33:21.405
It's got seventy eight million views.

00:33:21.846 --> 00:33:23.207
That doesn't tell the whole story, guys.

00:33:23.227 --> 00:33:24.468
We're talking about KPIs.

00:33:25.189 --> 00:33:26.970
It's still today, ten years later,

00:33:26.990 --> 00:33:28.811
getting thirty five views per hour.

00:33:30.854 --> 00:33:33.215
So like ballpark this for me because I'm

00:33:33.256 --> 00:33:35.237
not really good with like CPM on YouTube.

00:33:35.616 --> 00:33:37.739
What's a video getting thirty five views

00:33:37.798 --> 00:33:39.339
per hour or a hundred views per hour?

00:33:39.619 --> 00:33:41.601
What's that making her like?

00:33:41.641 --> 00:33:42.981
What do you think she's walking away with?

00:33:43.001 --> 00:33:44.903
There's an estimate because I use vid IQ.

00:33:44.943 --> 00:33:45.683
So on the screen,

00:33:46.144 --> 00:33:48.346
vid IQ is estimating the monthly revenue

00:33:48.766 --> 00:33:49.787
for this YouTube channel.

00:33:50.106 --> 00:33:52.148
It's a wide margin between ninety three

00:33:52.469 --> 00:33:53.990
and two hundred and seventy eight thousand

00:33:54.029 --> 00:33:54.369
dollars.

00:33:56.692 --> 00:33:57.412
I know.

00:33:59.282 --> 00:34:00.463
I know typical,

00:34:01.425 --> 00:34:03.347
and it's going to depend on topic,

00:34:03.428 --> 00:34:06.071
but if we put that video in the

00:34:06.192 --> 00:34:08.896
lower revenue, lower CPM category,

00:34:08.956 --> 00:34:09.777
it's going to be about,

00:34:10.438 --> 00:34:11.699
I want to say it's like two thousand

00:34:11.739 --> 00:34:13.222
dollars per million views.

00:34:14.461 --> 00:34:15.161
So, you know,

00:34:15.181 --> 00:34:17.123
you're looking at a hundred and forty

00:34:17.143 --> 00:34:17.784
million dollars.

00:34:17.864 --> 00:34:20.385
No, a hundred and forty thousand dollars.

00:34:20.405 --> 00:34:21.125
For that one video.

00:34:21.164 --> 00:34:22.425
For a seventy million view.

00:34:22.965 --> 00:34:23.646
For that one video,

00:34:23.666 --> 00:34:24.847
which is four minutes long.

00:34:24.967 --> 00:34:27.407
Now, she had to find the patient.

00:34:27.768 --> 00:34:29.128
And that's what happened right now.

00:34:29.849 --> 00:34:32.329
I'm guessing in the beginning of Dr.

00:34:32.369 --> 00:34:35.351
Pimple Popper's media career,

00:34:35.652 --> 00:34:37.413
which I'm sure everybody took a dump on

00:34:37.432 --> 00:34:38.552
him, which is like, this is stupid.

00:34:38.572 --> 00:34:39.512
This is what you're going to do?

00:34:39.914 --> 00:34:40.333
Videos?

00:34:41.574 --> 00:34:42.534
Now she's a genius.

00:34:43.396 --> 00:34:44.878
She was just serving people out of her

00:34:44.898 --> 00:34:46.702
clinic and doing this as sort of like

00:34:46.722 --> 00:34:47.021
a thing.

00:34:47.443 --> 00:34:48.905
And then it hit a point where people

00:34:48.925 --> 00:34:51.047
started going to her more than the people

00:34:51.088 --> 00:34:51.628
down the street.

00:34:51.748 --> 00:34:52.050
Why?

00:34:52.289 --> 00:34:53.251
Because they saw her.

00:34:54.416 --> 00:34:55.898
I got to know you and like you

00:34:55.918 --> 00:34:56.358
a little bit.

00:34:56.677 --> 00:34:57.458
Then if I trust you,

00:34:57.478 --> 00:34:58.277
then you're my choice.

00:34:58.657 --> 00:35:00.998
But then it probably hit a tipping point

00:35:01.018 --> 00:35:01.539
where she's like,

00:35:02.079 --> 00:35:04.039
even giving away this stuff for free,

00:35:04.740 --> 00:35:05.641
we need more people.

00:35:05.880 --> 00:35:06.061
Why?

00:35:06.081 --> 00:35:07.340
Because we need more content because now

00:35:07.360 --> 00:35:09.422
we're in the content business.

00:35:09.521 --> 00:35:11.342
I mean, she's got...

00:35:11.422 --> 00:35:13.182
I've been scrolling and I haven't found a

00:35:13.222 --> 00:35:15.463
video yet that doesn't have multiple

00:35:15.563 --> 00:35:16.684
millions of views.

00:35:18.364 --> 00:35:19.565
And she's brilliant because each one of

00:35:19.585 --> 00:35:21.365
these five, ten, fifteen minute videos,

00:35:21.385 --> 00:35:23.166
then of course she cuts up into shorts

00:35:23.186 --> 00:35:23.487
and

00:35:23.952 --> 00:35:25.434
Do you even want to know what her

00:35:25.494 --> 00:35:27.014
most popular shorts are looking at?

00:35:27.074 --> 00:35:28.817
Ninety two million, fifty million,

00:35:28.896 --> 00:35:29.858
twenty three million.

00:35:30.077 --> 00:35:30.657
I mean, it's wild.

00:35:31.239 --> 00:35:32.259
The other example,

00:35:32.280 --> 00:35:33.460
do you remember the other example that you

00:35:33.500 --> 00:35:35.181
gave me that sort of was like proof

00:35:35.202 --> 00:35:35.742
of concept?

00:35:35.762 --> 00:35:36.503
Do you remember what it was?

00:35:36.762 --> 00:35:38.063
No.

00:35:38.443 --> 00:35:39.025
Judge Judy.

00:35:40.266 --> 00:35:40.826
People's court.

00:35:41.547 --> 00:35:41.646
OK.

00:35:41.666 --> 00:35:42.688
People come into court.

00:35:43.447 --> 00:35:44.509
I'm suing this guy.

00:35:44.528 --> 00:35:45.570
I'm suing my landlord.

00:35:46.269 --> 00:35:48.391
But the whole model was the people,

00:35:48.512 --> 00:35:51.655
the defendant and the defendant and the

00:35:51.974 --> 00:35:52.454
what's the other?

00:35:52.574 --> 00:35:53.235
I'm not in law school.

00:35:54.403 --> 00:35:54.684
Plaintiff.

00:35:54.704 --> 00:35:54.884
Plaintiff.

00:35:54.943 --> 00:35:55.384
Thank you.

00:35:55.664 --> 00:35:56.005
I'm sorry.

00:35:56.025 --> 00:35:56.726
When we do a live stream,

00:35:56.766 --> 00:35:57.065
I go blank.

00:35:57.306 --> 00:35:57.606
Plaintiff.

00:35:58.507 --> 00:35:59.907
None of whatever the judgment is,

00:35:59.987 --> 00:36:00.708
it's binding,

00:36:01.208 --> 00:36:02.871
but the show pays for the outcome.

00:36:02.911 --> 00:36:04.572
So if I'm suing you for three thousand

00:36:04.592 --> 00:36:05.552
dollars and I win,

00:36:06.452 --> 00:36:08.014
you actually don't pay three thousand

00:36:08.034 --> 00:36:09.536
dollars as the defendant.

00:36:09.556 --> 00:36:10.175
Right.

00:36:10.197 --> 00:36:12.197
The show does because the show is like

00:36:12.237 --> 00:36:14.380
that nine minutes of whatever is

00:36:14.639 --> 00:36:15.701
nine minutes of this.

00:36:16.041 --> 00:36:17.981
We need more conversations because I need

00:36:18.041 --> 00:36:19.882
nine minutes of attention because then

00:36:19.902 --> 00:36:21.163
we're going to go to commercial break and

00:36:21.182 --> 00:36:23.103
we're going to sell Corn Flakes and

00:36:23.143 --> 00:36:26.106
Toyotas and MacBooks.

00:36:26.786 --> 00:36:28.067
That's more valuable.

00:36:29.106 --> 00:36:30.728
I don't remember who it was,

00:36:30.947 --> 00:36:34.208
but somebody came out and said he and

00:36:34.228 --> 00:36:36.771
his buddies would create fake claims.

00:36:36.971 --> 00:36:38.251
They would file them.

00:36:38.311 --> 00:36:39.512
They would get on the show.

00:36:39.552 --> 00:36:41.172
They had gotten on the show at least

00:36:41.193 --> 00:36:41.492
twice.

00:36:42.657 --> 00:36:46.340
And it was completely made up,

00:36:46.380 --> 00:36:48.143
but they knew how to game the system

00:36:48.182 --> 00:36:49.003
to get on the show.

00:36:49.063 --> 00:36:51.186
And now that person has some sort of

00:36:51.226 --> 00:36:52.788
media outlet.

00:36:53.028 --> 00:36:53.668
I know who it is.

00:36:53.728 --> 00:36:54.449
And I can't remember his name.

00:36:54.489 --> 00:36:56.672
He's the guy who creates fake Facebook

00:36:56.713 --> 00:36:57.092
pages.

00:36:57.813 --> 00:36:59.456
Yeah.

00:36:59.476 --> 00:37:00.516
And then pokes the bear.

00:37:00.597 --> 00:37:02.179
He'll create the IHOP...

00:37:04.735 --> 00:37:05.637
The first one he did,

00:37:05.657 --> 00:37:07.498
whatever city in California he lived in,

00:37:07.577 --> 00:37:09.519
he created a Facebook page.

00:37:09.739 --> 00:37:10.500
He's hysterical.

00:37:10.599 --> 00:37:12.021
It's just the dumbest thing ever,

00:37:12.501 --> 00:37:13.581
but he just does it over and over

00:37:13.601 --> 00:37:14.083
and over again.

00:37:14.123 --> 00:37:15.103
Yeah, that was the guy.

00:37:15.164 --> 00:37:16.565
He just showed you, I can fake this.

00:37:16.804 --> 00:37:17.304
Here's the thing.

00:37:17.545 --> 00:37:18.465
Judge Judy doesn't care.

00:37:19.447 --> 00:37:20.067
Right.

00:37:20.106 --> 00:37:20.927
They're like, can you be...

00:37:22.259 --> 00:37:24.940
entertaining can you captivate could you

00:37:24.980 --> 00:37:26.659
create an interesting story for nine

00:37:26.699 --> 00:37:28.579
minutes and this is where i look at

00:37:28.619 --> 00:37:31.061
healthcare and i go you keep telling me

00:37:31.701 --> 00:37:33.842
we're the most impactful this and we

00:37:33.902 --> 00:37:36.021
change lives and i'm just saying stop

00:37:36.081 --> 00:37:39.003
telling me and start showing me but don't

00:37:39.023 --> 00:37:42.882
even show me show them well who's them

00:37:42.902 --> 00:37:44.583
the other people you seek to serve

00:37:45.523 --> 00:37:45.643
Now,

00:37:46.264 --> 00:37:47.804
here's one of the reasons that people

00:37:47.824 --> 00:37:48.244
won't do it.

00:37:48.324 --> 00:37:50.985
Number one, the Roger Bannister effect.

00:37:51.244 --> 00:37:51.965
No one's doing it.

00:37:52.626 --> 00:37:54.465
So it's not possible because no one's

00:37:54.505 --> 00:37:54.865
doing it.

00:37:55.346 --> 00:37:57.266
That will go away as soon as someone

00:37:57.306 --> 00:37:57.666
does it.

00:37:57.827 --> 00:37:59.467
Then people will rush to fill the void.

00:37:59.947 --> 00:38:01.007
And for people who don't know,

00:38:01.086 --> 00:38:02.728
Roger Bannister was the first person to

00:38:02.768 --> 00:38:04.068
break the four-minute mile.

00:38:04.788 --> 00:38:05.768
And it was impossible.

00:38:06.068 --> 00:38:06.788
And then he did it.

00:38:06.867 --> 00:38:08.128
And then within the first eight months

00:38:08.168 --> 00:38:08.809
after he did it,

00:38:09.688 --> 00:38:10.490
Lots of people did it.

00:38:11.132 --> 00:38:11.494
It fell.

00:38:12.456 --> 00:38:13.800
So there's the Roger Bannister effect.

00:38:14.202 --> 00:38:16.068
There's also, I think, the mismatched...

00:38:17.353 --> 00:38:20.034
skill set effect, which is like,

00:38:20.275 --> 00:38:21.436
I'm good at being a PT.

00:38:22.115 --> 00:38:23.036
Now I have to learn how to do

00:38:23.117 --> 00:38:23.556
media.

00:38:23.896 --> 00:38:25.998
And I'll go, yes, you don't have to.

00:38:26.018 --> 00:38:27.179
But if you want to do this,

00:38:27.199 --> 00:38:27.579
you do.

00:38:28.039 --> 00:38:29.181
Or you hire someone.

00:38:29.221 --> 00:38:29.601
That's it.

00:38:30.262 --> 00:38:32.342
You hire someone and you go all in.

00:38:32.603 --> 00:38:33.344
I'm going to try this.

00:38:33.364 --> 00:38:33.903
I'm going to do it for...

00:38:34.545 --> 00:38:35.684
This isn't an overnight thing.

00:38:35.724 --> 00:38:36.286
Dr. Pimplepot.

00:38:36.485 --> 00:38:37.126
I would love to do it.

00:38:37.286 --> 00:38:37.786
I would love to...

00:38:37.806 --> 00:38:38.967
There's got to be a story on her.

00:38:39.288 --> 00:38:40.949
I would love to hear where it started

00:38:41.068 --> 00:38:42.949
and almost how I built this.

00:38:44.170 --> 00:38:45.592
So many people crapped on me and they

00:38:45.632 --> 00:38:46.652
told me this was stupid.

00:38:47.373 --> 00:38:50.673
And now she sells subscriptions and she's

00:38:50.713 --> 00:38:54.074
got this and people... She is... Oh,

00:38:54.155 --> 00:38:54.896
I know who could do it.

00:38:55.416 --> 00:38:56.436
I know who could do it in PT

00:38:56.456 --> 00:38:56.835
tomorrow.

00:38:56.996 --> 00:38:57.615
Stuart McGill.

00:38:59.356 --> 00:38:59.476
Right?

00:38:59.536 --> 00:38:59.896
Okay.

00:39:00.056 --> 00:39:01.038
You know who Stuart McGill is?

00:39:01.717 --> 00:39:02.217
Of course.

00:39:02.717 --> 00:39:03.217
He could do it.

00:39:03.759 --> 00:39:05.458
He's already before media.

00:39:05.659 --> 00:39:06.719
I interviewed him when I was in PT

00:39:06.739 --> 00:39:07.780
school a decade ago.

00:39:08.726 --> 00:39:09.065
Yeah.

00:39:09.085 --> 00:39:10.246
And he was telling me stuff that I

00:39:10.266 --> 00:39:12.166
was like, oh my God, is this real?

00:39:12.246 --> 00:39:13.427
I don't think he was lying.

00:39:13.807 --> 00:39:15.068
People would fly to...

00:39:15.889 --> 00:39:17.389
I believe he was in Nova Scotia.

00:39:17.748 --> 00:39:20.690
They'd fly to Nova Scotia to be seen

00:39:20.731 --> 00:39:21.050
by him.

00:39:21.110 --> 00:39:22.471
And they'd stay for like a week and

00:39:22.530 --> 00:39:23.472
get several treatments.

00:39:23.931 --> 00:39:24.291
Why?

00:39:25.632 --> 00:39:26.853
Because people talked about him.

00:39:26.893 --> 00:39:27.273
They were like,

00:39:27.452 --> 00:39:28.713
if you've been dealing with back pain for

00:39:28.753 --> 00:39:30.153
ten years, you go to see Stuart McGill.

00:39:30.373 --> 00:39:31.715
Love him or hate him, whatever.

00:39:31.735 --> 00:39:32.474
That's not the point.

00:39:33.054 --> 00:39:35.295
Don't get emotional about liking or not

00:39:35.315 --> 00:39:36.155
liking Stuart McGill.

00:39:36.175 --> 00:39:36.737
That's on you.

00:39:36.757 --> 00:39:37.036
But like...

00:39:37.934 --> 00:39:40.077
He did it before social media.

00:39:40.137 --> 00:39:41.338
He did it, I don't know,

00:39:41.418 --> 00:39:43.159
in message boards or whatever.

00:39:43.320 --> 00:39:46.362
They found him and they flew there.

00:39:46.461 --> 00:39:46.742
Yeah.

00:39:48.284 --> 00:39:48.603
Yeah,

00:39:48.864 --> 00:39:51.447
but this is just one leg of the

00:39:51.507 --> 00:39:53.128
stool like you always talk about.

00:39:55.010 --> 00:39:56.851
You and I tend to be media first

00:39:56.871 --> 00:39:59.012
because that's our comfort zone.

00:39:59.521 --> 00:40:00.842
This could be product sales.

00:40:00.943 --> 00:40:02.182
This could be real estate.

00:40:02.222 --> 00:40:03.704
This could be franchising.

00:40:03.744 --> 00:40:05.724
This could be any number of things.

00:40:06.204 --> 00:40:09.086
You look at the opportunity.

00:40:09.387 --> 00:40:11.608
I would think physical therapists would be

00:40:11.648 --> 00:40:14.608
the absolute best free market capitalists

00:40:14.949 --> 00:40:15.769
in the world.

00:40:15.929 --> 00:40:16.170
Why?

00:40:16.230 --> 00:40:18.210
Because they are the best at analyzing a

00:40:18.271 --> 00:40:20.411
problem and finding a solution.

00:40:21.052 --> 00:40:21.672
And yet,

00:40:21.853 --> 00:40:25.295
they refuse to look at this through any

00:40:25.534 --> 00:40:28.135
unbiased point of view because

00:40:29.356 --> 00:40:30.577
They forced it into,

00:40:30.617 --> 00:40:33.038
it's like me having a bilateral amputee

00:40:33.077 --> 00:40:34.820
and saying, nope, you got to walk.

00:40:34.860 --> 00:40:35.780
Nope, no prosthetic.

00:40:35.800 --> 00:40:36.840
You got to do it on your own.

00:40:37.041 --> 00:40:37.581
No chance.

00:40:37.601 --> 00:40:38.762
We're not doing anything different.

00:40:38.981 --> 00:40:40.722
There's a thousand ways for that person to

00:40:40.762 --> 00:40:41.244
locomote.

00:40:41.264 --> 00:40:42.864
They don't need to do it the way

00:40:42.885 --> 00:40:43.885
everybody else does it.

00:40:44.525 --> 00:40:46.586
I don't understand why more of us don't

00:40:46.626 --> 00:40:48.807
bring that into the business world and

00:40:48.847 --> 00:40:49.429
just say, look,

00:40:49.548 --> 00:40:51.449
I can bash my head against the wall

00:40:51.789 --> 00:40:53.851
trying to force physical therapy to be

00:40:53.931 --> 00:40:56.172
profitable in a CPT code model.

00:40:56.193 --> 00:40:56.572
Right.

00:40:57.135 --> 00:40:57.715
But why?

00:40:57.896 --> 00:40:59.556
There's a million other ways to make the

00:40:59.597 --> 00:41:02.038
profit I need to support the habit of

00:41:02.358 --> 00:41:03.599
treating people.

00:41:03.619 --> 00:41:05.039
The desire, the passion.

00:41:05.639 --> 00:41:07.320
Yep.

00:41:08.021 --> 00:41:11.541
The answer is always just Google emotion

00:41:11.601 --> 00:41:11.942
wheel.

00:41:11.961 --> 00:41:13.182
Have you ever seen the emotion wheel?

00:41:13.202 --> 00:41:14.222
It looks like a color wheel.

00:41:14.963 --> 00:41:16.143
So the emotion wheel...

00:41:17.945 --> 00:41:19.204
I'll bring it up on the screen just

00:41:19.224 --> 00:41:20.686
so I can talk about it well.

00:41:20.726 --> 00:41:23.166
You'll find this in psychology classes.

00:41:24.847 --> 00:41:25.987
And it's like a color wheel.

00:41:27.356 --> 00:41:28.815
And you'll see around the edge.

00:41:28.835 --> 00:41:30.137
Let me make sure I'm sharing it for

00:41:30.157 --> 00:41:31.597
the nine people who are watching.

00:41:31.637 --> 00:41:33.597
Yeah, I'm watching while you do that.

00:41:33.677 --> 00:41:33.918
Perfect.

00:41:33.938 --> 00:41:34.318
All right.

00:41:34.358 --> 00:41:36.358
So here's the emotion wheel, right?

00:41:36.797 --> 00:41:38.039
And if you go around the edge,

00:41:38.239 --> 00:41:39.898
you see things like agony, hurt,

00:41:39.938 --> 00:41:41.798
depressed, isolated, grief, power,

00:41:42.199 --> 00:41:45.000
pleased, satisfied, amused, enchanted,

00:41:45.079 --> 00:41:47.380
romantic, fond, frightened, helpless.

00:41:47.400 --> 00:41:49.420
So it is a lot like color, right?

00:41:49.820 --> 00:41:50.940
Like green is good.

00:41:51.842 --> 00:41:52.922
But the problem is...

00:41:55.054 --> 00:41:58.436
or what the emotion wheel exists to sort

00:41:58.476 --> 00:41:59.755
of help funnel.

00:41:59.916 --> 00:42:01.916
If you look at it in one little

00:42:01.976 --> 00:42:03.398
slice of the pie, it's a funnel.

00:42:03.998 --> 00:42:06.159
So let's just go to panic here in

00:42:06.199 --> 00:42:06.599
the red.

00:42:07.840 --> 00:42:09.440
What's underneath panic?

00:42:09.780 --> 00:42:10.521
Well, I'm panicked.

00:42:10.681 --> 00:42:11.141
Why?

00:42:11.661 --> 00:42:12.041
Why?

00:42:12.121 --> 00:42:13.342
And then it goes to terror.

00:42:14.083 --> 00:42:15.664
And then everything funnels to fear.

00:42:16.264 --> 00:42:17.864
So it's like if you're using any of

00:42:17.925 --> 00:42:20.827
these words, it's because you mean this,

00:42:20.967 --> 00:42:21.726
but you really mean fear.

00:42:22.106 --> 00:42:23.347
You're not saying fear, but you mean fear.

00:42:24.385 --> 00:42:28.567
So I sort of want to know what

00:42:28.686 --> 00:42:31.588
is the feeling that stops healthcare

00:42:31.608 --> 00:42:33.748
providers who, let's be honest,

00:42:33.909 --> 00:42:35.349
and I'm speaking in generalities because I

00:42:35.389 --> 00:42:35.768
have to,

00:42:36.248 --> 00:42:37.650
but we want to prove our worth.

00:42:38.030 --> 00:42:39.789
I want to show you, especially PTs, right?

00:42:39.809 --> 00:42:41.731
Because we're like, we are doctors.

00:42:42.070 --> 00:42:43.931
It's like you're coming at it from a

00:42:43.972 --> 00:42:45.371
position of trying to prove yourself.

00:42:45.672 --> 00:42:46.911
I can say this because I am one.

00:42:47.873 --> 00:42:49.112
But I want to try to find the

00:42:49.172 --> 00:42:51.134
right word on the color wheel or the

00:42:51.414 --> 00:42:52.353
emotion wheel to

00:42:53.458 --> 00:42:57.442
that actually talks about why shameful.

00:42:58.282 --> 00:42:59.844
No, I don't think it's shameful.

00:43:00.925 --> 00:43:01.525
Insecure.

00:43:01.585 --> 00:43:01.945
There it is.

00:43:02.186 --> 00:43:03.487
So the root, the, all right.

00:43:03.507 --> 00:43:04.927
So I think the word is insecure.

00:43:05.007 --> 00:43:05.648
Would you agree?

00:43:05.809 --> 00:43:07.349
Like, why do we, yeah.

00:43:07.570 --> 00:43:09.030
So I found, so above,

00:43:09.351 --> 00:43:11.313
so here's how we follow the path inferior.

00:43:11.413 --> 00:43:13.313
So if I feel inferior or inadequate,

00:43:13.414 --> 00:43:14.554
both of those go to insecure,

00:43:15.255 --> 00:43:16.257
insecure goes to fear.

00:43:16.536 --> 00:43:17.378
And then we go to Yoda.

00:43:17.958 --> 00:43:19.438
Fear is the path to the dark side,

00:43:19.498 --> 00:43:19.679
right?

00:43:20.019 --> 00:43:22.722
So because I want to make sure I

00:43:22.742 --> 00:43:25.443
appear superior and not inferior,

00:43:25.943 --> 00:43:28.867
I will do everything the way because I

00:43:28.907 --> 00:43:31.329
am aware that everybody in the medical,

00:43:31.349 --> 00:43:32.429
everybody in the world is looking at me

00:43:32.510 --> 00:43:35.311
and I need to appear to do everything

00:43:35.331 --> 00:43:35.851
the right way,

00:43:36.072 --> 00:43:38.193
just like everybody else that I want to

00:43:38.253 --> 00:43:40.076
appear on the level with.

00:43:41.528 --> 00:43:43.090
So we might be the last group that

00:43:43.130 --> 00:43:45.050
does this because we want to maintain this

00:43:45.150 --> 00:43:47.990
last bastion of, I earned this,

00:43:48.210 --> 00:43:49.510
which I agree, I did.

00:43:50.231 --> 00:43:51.952
But stop telling people that are never

00:43:51.992 --> 00:43:53.492
going to agree with you anyway.

00:43:53.512 --> 00:43:54.952
If I waited for permission to start a

00:43:54.992 --> 00:43:57.693
podcast, I'd still be waiting.

00:43:58.193 --> 00:43:59.494
I did it because I liked it.

00:44:00.235 --> 00:44:01.596
Like it was very selfish.

00:44:02.195 --> 00:44:03.577
So I like to me,

00:44:03.617 --> 00:44:05.117
you have to get to the emotion of

00:44:05.137 --> 00:44:05.936
what's stopping you.

00:44:06.757 --> 00:44:06.898
Right.

00:44:06.938 --> 00:44:08.717
That's the whole point with the stealth.

00:44:08.918 --> 00:44:10.498
Twelve step program is like you have to

00:44:10.518 --> 00:44:10.797
admit.

00:44:11.478 --> 00:44:11.619
Well,

00:44:11.639 --> 00:44:13.018
before you have to before you make up

00:44:13.039 --> 00:44:13.438
the problem,

00:44:13.458 --> 00:44:14.679
you have to know what the problem is.

00:44:15.139 --> 00:44:17.300
I think the answer is inferiority,

00:44:17.559 --> 00:44:18.500
insecure fear.

00:44:18.840 --> 00:44:20.601
If you follow that on the emotion wheel,

00:44:20.701 --> 00:44:21.481
that is my view.

00:44:21.840 --> 00:44:24.161
And I don't I'm not standing here saying

00:44:24.342 --> 00:44:26.202
I'm smart enough to figure out why or

00:44:26.262 --> 00:44:27.121
how we get over that.

00:44:27.382 --> 00:44:28.422
But that's the thing we have to get

00:44:28.463 --> 00:44:28.643
over.

00:44:28.742 --> 00:44:29.943
It's not a technology thing.

00:44:32.688 --> 00:44:34.688
Because even like a fun exercise that I'll

00:44:34.708 --> 00:44:35.489
do after this,

00:44:35.730 --> 00:44:37.170
and I'll post it on LinkedIn and Facebook,

00:44:37.431 --> 00:44:38.532
it'll be a long text thread,

00:44:38.552 --> 00:44:39.652
or maybe I'll make it a short video.

00:44:40.713 --> 00:44:41.873
I'll go research Dr.

00:44:41.914 --> 00:44:43.074
Pimple Popper and be like,

00:44:43.434 --> 00:44:44.014
give me the beats.

00:44:44.034 --> 00:44:44.735
Give me the timeline.

00:44:44.775 --> 00:44:47.416
How did she get from where she is

00:44:47.476 --> 00:44:47.697
now?

00:44:48.157 --> 00:44:48.818
Where'd she start?

00:44:48.918 --> 00:44:50.159
How did she twist and turn?

00:44:50.778 --> 00:44:50.978
Right?

00:44:50.998 --> 00:44:52.300
She probably got mocked, right?

00:44:52.820 --> 00:44:54.840
And then run that parallel.

00:44:55.222 --> 00:44:56.521
What does a PT need to do in

00:44:56.541 --> 00:44:57.623
the next seven days,

00:45:03.561 --> 00:45:05.282
PT now it's not going to be a

00:45:05.322 --> 00:45:07.704
direct parallel because like I don't know

00:45:07.864 --> 00:45:09.625
there's two types of people Tony do you

00:45:09.664 --> 00:45:10.365
like Dr.

00:45:10.385 --> 00:45:12.907
Pimple Popper's stuff does that like draw

00:45:12.927 --> 00:45:14.969
you in I don't watch it no I'm

00:45:15.028 --> 00:45:17.490
not a fan for some reason dude it

00:45:17.570 --> 00:45:20.913
is like eye candy to me it's gross

00:45:20.952 --> 00:45:22.934
yeah but I like gotta see it when

00:45:22.954 --> 00:45:24.456
someone walks in with a giant hump on

00:45:24.476 --> 00:45:26.918
their back I'm like what is in there

00:45:27.902 --> 00:45:29.282
And I got to watch until this giant

00:45:29.402 --> 00:45:31.724
chicken cutlet-sized thing comes out.

00:45:32.344 --> 00:45:34.565
But there's enough people that are

00:45:34.606 --> 00:45:36.146
repulsed by it, but even more people,

00:45:36.987 --> 00:45:38.188
that many people watching it.

00:45:38.869 --> 00:45:40.630
We don't necessarily have that.

00:45:40.990 --> 00:45:42.050
We don't have directly that.

00:45:42.070 --> 00:45:42.811
So the question would be,

00:45:42.911 --> 00:45:44.012
what's our versions?

00:45:44.092 --> 00:45:46.134
What are our versions of that?

00:45:46.554 --> 00:45:48.295
Yeah, I wouldn't say we don't have that.

00:45:48.335 --> 00:45:48.755
We do.

00:45:48.795 --> 00:45:49.655
We do, just not that.

00:45:49.735 --> 00:45:50.237
Obviously,

00:45:50.677 --> 00:45:52.358
we've got lymphedema therapists.

00:45:52.418 --> 00:45:53.978
We've got wound care therapists.

00:45:54.577 --> 00:45:56.498
We've got therapists doing...

00:45:58.518 --> 00:46:00.759
There's always something disgusting in the

00:46:00.798 --> 00:46:02.079
clinic that's available.

00:46:02.119 --> 00:46:05.139
For me, post-surgical incisions,

00:46:05.340 --> 00:46:06.440
those are my biggest,

00:46:06.500 --> 00:46:09.001
most popular Facebook posts.

00:46:10.780 --> 00:46:13.202
But you could even go the direction of...

00:46:13.501 --> 00:46:17.302
I shared a picture yesterday of a person.

00:46:17.543 --> 00:46:18.603
I don't know this person.

00:46:18.643 --> 00:46:20.384
They had a goniometer on their knee at

00:46:20.463 --> 00:46:20.784
home.

00:46:20.844 --> 00:46:22.463
It wasn't really lined up properly.

00:46:22.605 --> 00:46:24.324
I knew it wasn't lined up properly.

00:46:24.969 --> 00:46:25.590
I shared it.

00:46:25.949 --> 00:46:27.833
And of course, most of the comments were,

00:46:28.112 --> 00:46:29.355
they've got it in the wrong spot.

00:46:29.394 --> 00:46:30.275
It's not lined up.

00:46:30.315 --> 00:46:32.039
They don't know the anatomical landmarks,

00:46:32.079 --> 00:46:32.378
you know?

00:46:32.418 --> 00:46:32.760
Um, so like,

00:46:35.563 --> 00:46:38.284
What you're really looking at is what is

00:46:38.405 --> 00:46:42.867
inflammatory or exciting or disgusting or

00:46:42.887 --> 00:46:46.190
whatever that doesn't cross the line but

00:46:46.230 --> 00:46:48.811
will get eyeballs.

00:46:49.050 --> 00:46:51.753
Dave shared an awesome video that we'll

00:46:51.793 --> 00:46:53.733
talk about when he's back that's taking

00:46:53.853 --> 00:46:55.114
off on Instagram.

00:46:56.034 --> 00:46:57.056
I want to hear,

00:46:57.516 --> 00:46:59.036
because I've been thinking about this

00:46:59.117 --> 00:47:00.378
specifically for you.

00:47:00.677 --> 00:47:02.259
You and I have had this conversation

00:47:02.318 --> 00:47:02.918
before.

00:47:03.338 --> 00:47:04.219
It's been a while.

00:47:05.217 --> 00:47:06.297
I want to hear from you.

00:47:06.757 --> 00:47:07.737
You just said,

00:47:08.038 --> 00:47:10.498
I want to know her story.

00:47:11.199 --> 00:47:13.701
Why aren't you the one that's contacting

00:47:13.740 --> 00:47:15.641
her and saying, Hey,

00:47:15.722 --> 00:47:16.882
I've got this podcast.

00:47:16.922 --> 00:47:18.123
I'm in the PT space,

00:47:18.182 --> 00:47:20.423
but I'm looking to expand outside.

00:47:20.943 --> 00:47:22.485
I would love to get you on the

00:47:22.525 --> 00:47:24.065
show and hear your background,

00:47:24.126 --> 00:47:25.925
hear your story, hear your journey.

00:47:26.427 --> 00:47:29.307
And for the last week or so,

00:47:31.599 --> 00:47:32.161
For months,

00:47:32.561 --> 00:47:34.021
you've been publishing a lot more.

00:47:34.081 --> 00:47:36.083
You've got this goal of at least one

00:47:36.103 --> 00:47:37.244
piece of content a day.

00:47:37.644 --> 00:47:39.726
And I'm like, the thing for Jimmy... Yeah,

00:47:39.746 --> 00:47:40.567
you're right.

00:47:40.606 --> 00:47:43.469
Jimmy is fighting such an uphill battle

00:47:43.510 --> 00:47:46.751
because how big is his potential audience

00:47:46.992 --> 00:47:48.353
really?

00:47:48.574 --> 00:47:51.335
How many therapists are there who actually

00:47:51.376 --> 00:47:53.637
listen to a podcast about PT?

00:47:54.518 --> 00:47:56.199
Narrow it down even more to business.

00:47:56.239 --> 00:47:56.579
I'm like,

00:47:56.701 --> 00:47:58.242
where Jimmy could turn a corner...

00:47:59.094 --> 00:48:00.235
and be like, okay,

00:48:00.255 --> 00:48:01.536
why don't I just broaden it out?

00:48:01.815 --> 00:48:03.998
Maybe I make this more about professional

00:48:04.077 --> 00:48:06.659
service-based businesses, not just PT.

00:48:07.139 --> 00:48:09.422
What if I make this about small

00:48:09.481 --> 00:48:10.342
businesses?

00:48:11.222 --> 00:48:13.485
Yeah, because your concepts are universal.

00:48:13.664 --> 00:48:15.106
The topics are universal.

00:48:15.445 --> 00:48:17.768
This information, it is.

00:48:17.827 --> 00:48:20.208
What we're talking about applies to every

00:48:20.289 --> 00:48:21.871
professional and small business,

00:48:22.030 --> 00:48:23.431
not just in healthcare.

00:48:23.612 --> 00:48:23.692
Yeah.

00:48:25.119 --> 00:48:27.782
You got me all feeling like, yeah,

00:48:28.121 --> 00:48:29.163
I'm ready to run out of the room.

00:48:29.463 --> 00:48:30.164
But do you want to know why I

00:48:30.184 --> 00:48:30.724
haven't done it?

00:48:30.824 --> 00:48:31.525
It's on the screen.

00:48:31.545 --> 00:48:32.826
Yeah.

00:48:32.885 --> 00:48:33.065
Fear.

00:48:33.347 --> 00:48:33.746
It's fear.

00:48:34.186 --> 00:48:36.849
Because I'm good in my...

00:48:37.190 --> 00:48:39.452
I want to stay in my corner though.

00:48:39.532 --> 00:48:40.893
It's funny that that line from Dirty

00:48:40.913 --> 00:48:41.472
Dancing is like,

00:48:41.612 --> 00:48:42.813
nobody puts baby in a corner.

00:48:43.195 --> 00:48:45.056
But we wind up putting ourselves in a

00:48:45.096 --> 00:48:45.416
corner.

00:48:46.838 --> 00:48:48.318
Well, everybody... People should do this,

00:48:48.338 --> 00:48:48.798
but not me.

00:48:49.400 --> 00:48:49.920
You should do it.

00:48:49.940 --> 00:48:50.460
You could do it.

00:48:50.480 --> 00:48:51.201
You could pull it off.

00:48:51.260 --> 00:48:52.202
I was talking with this woman.

00:48:52.242 --> 00:48:53.523
Do you know Farley Schweigert?

00:48:54.615 --> 00:48:55.577
Yeah, yeah.

00:48:55.597 --> 00:48:56.436
She's over here.

00:48:56.476 --> 00:48:57.737
If you've ever met Farley,

00:48:58.197 --> 00:48:59.097
you don't even need to know who the

00:48:59.117 --> 00:48:59.818
heck she is.

00:49:00.119 --> 00:49:01.679
She comes on the screen and she's just

00:49:01.699 --> 00:49:03.161
got a huge personality.

00:49:04.641 --> 00:49:06.402
If I followed around with a camera every

00:49:06.422 --> 00:49:06.623
day,

00:49:08.231 --> 00:49:10.012
She'd spend more time smiling than not

00:49:10.072 --> 00:49:10.452
smiling.

00:49:10.492 --> 00:49:11.452
That's all I know about her.

00:49:12.092 --> 00:49:12.452
And I'm like,

00:49:12.711 --> 00:49:14.813
how are you having any problem getting

00:49:14.833 --> 00:49:15.992
people to pay attention to videos?

00:49:16.512 --> 00:49:19.713
Her personality is oozing through the Zoom

00:49:19.753 --> 00:49:20.594
call that we were on.

00:49:21.335 --> 00:49:22.195
And she was just like, well,

00:49:22.255 --> 00:49:23.114
I don't feel like I...

00:49:23.175 --> 00:49:24.175
And I'm able to spot it from a

00:49:24.215 --> 00:49:24.735
mile away.

00:49:24.755 --> 00:49:26.376
I'm like, oh, you need permission.

00:49:27.806 --> 00:49:28.847
There's no such thing as permission,

00:49:28.867 --> 00:49:29.748
but she feels like it.

00:49:30.068 --> 00:49:31.108
So I keep on her ass.

00:49:31.148 --> 00:49:31.387
I'm like,

00:49:32.108 --> 00:49:33.309
have you done that thing we said?

00:49:33.329 --> 00:49:34.349
And she's like, no.

00:49:34.809 --> 00:49:36.409
Eventually she'll crack and she'll do it.

00:49:36.469 --> 00:49:37.789
And then the only complaint that she'll

00:49:37.809 --> 00:49:38.230
have is,

00:49:38.710 --> 00:49:39.891
why didn't I do this six months ago

00:49:39.931 --> 00:49:40.630
or six years ago?

00:49:40.650 --> 00:49:41.391
And I'll go, I don't know,

00:49:41.630 --> 00:49:42.550
but you're doing it now.

00:49:42.610 --> 00:49:44.331
So let's triple down on that.

00:49:44.351 --> 00:49:45.172
But you're right.

00:49:45.411 --> 00:49:46.413
I should just go to Dr.

00:49:46.432 --> 00:49:47.552
Pimple Popper and be like,

00:49:48.711 --> 00:49:50.052
I should do a video where I go,

00:49:50.072 --> 00:49:50.532
hey, everybody,

00:49:50.751 --> 00:49:51.773
you should know who this is.

00:49:51.873 --> 00:49:54.452
And then DM-er, not a piece of text,

00:49:54.492 --> 00:49:56.793
I should DM-er a video of me in

00:49:57.012 --> 00:49:58.893
one take looking in the camera and being

00:49:58.914 --> 00:49:59.074
like,

00:49:59.474 --> 00:50:01.074
I've been following your story for a long

00:50:01.114 --> 00:50:01.414
time.

00:50:01.773 --> 00:50:03.193
All I want to do is show PTs

00:50:03.213 --> 00:50:04.695
what you've done or show healthcare what

00:50:04.715 --> 00:50:06.275
you've done because I think the world

00:50:06.375 --> 00:50:08.155
needs more people like you because you're

00:50:08.175 --> 00:50:09.956
doing something very simple, not easy,

00:50:10.155 --> 00:50:13.476
but simple and powerful.

00:50:13.795 --> 00:50:16.677
I'm sure the American Dermatology

00:50:17.157 --> 00:50:17.916
Association

00:50:19.228 --> 00:50:22.550
hated her or people in it are like,

00:50:22.630 --> 00:50:24.672
she is this and look how she does

00:50:24.713 --> 00:50:24.952
that.

00:50:25.032 --> 00:50:26.054
And they micromanage.

00:50:26.474 --> 00:50:28.155
And then there's also a portion going,

00:50:28.375 --> 00:50:28.876
hell yeah.

00:50:29.695 --> 00:50:30.137
And I'm saying,

00:50:30.536 --> 00:50:31.958
if you try to win everybody over,

00:50:32.257 --> 00:50:34.420
you are not pizza, ice cream, or sex.

00:50:34.539 --> 00:50:35.099
You can't do it.

00:50:35.139 --> 00:50:36.141
You're not those three things.

00:50:36.721 --> 00:50:37.121
You're not going to,

00:50:37.141 --> 00:50:37.822
it's not going to happen.

00:50:38.463 --> 00:50:39.903
So she didn't do that.

00:50:39.963 --> 00:50:40.844
She didn't wait for permission.

00:50:40.864 --> 00:50:41.684
She did it, but you're right.

00:50:41.864 --> 00:50:42.204
I should,

00:50:43.545 --> 00:50:46.208
I should find the dermatologist who,

00:50:46.744 --> 00:50:48.244
find like that's how i should set this

00:50:48.344 --> 00:50:51.246
up find the different specialties yeah you

00:50:51.266 --> 00:50:54.188
got dr mike right dr got her you

00:50:54.208 --> 00:50:56.007
got so many you can find them at

00:50:56.068 --> 00:50:58.730
all different levels z dog and of course

00:50:58.769 --> 00:51:01.331
then you go into like you should be

00:51:01.371 --> 00:51:04.411
talking to the guy from the corner report

00:51:04.492 --> 00:51:07.353
or corner or something oh yeah the guy

00:51:07.393 --> 00:51:09.474
with all the small business ideas and

00:51:10.525 --> 00:51:11.465
Just so many of those.

00:51:11.545 --> 00:51:12.447
And like I said,

00:51:12.487 --> 00:51:13.907
you and I have had this conversation.

00:51:13.927 --> 00:51:14.387
We said,

00:51:14.427 --> 00:51:15.507
who's going to be on the list?

00:51:15.527 --> 00:51:16.648
Who are you going to reach out to?

00:51:16.708 --> 00:51:18.170
I think you reached out to Seth Godin

00:51:18.230 --> 00:51:19.030
at that time.

00:51:19.130 --> 00:51:19.809
I reached out to a bunch.

00:51:19.829 --> 00:51:20.990
And he politely declined.

00:51:21.010 --> 00:51:21.291
Yeah, yeah.

00:51:21.311 --> 00:51:22.170
That's okay.

00:51:22.210 --> 00:51:22.751
Cost me nothing.

00:51:22.791 --> 00:51:24.032
Yeah.

00:51:24.072 --> 00:51:25.112
But if I knock on his door,

00:51:25.132 --> 00:51:26.112
if I knock on his door,

00:51:27.514 --> 00:51:29.755
I don't think he's doing this to me.

00:51:29.795 --> 00:51:32.775
But if the fiftieth time, he's like, fine.

00:51:33.536 --> 00:51:35.697
And then I give him such a ridiculously

00:51:35.717 --> 00:51:36.518
good experience.

00:51:38.876 --> 00:51:39.538
It's like the kid,

00:51:39.557 --> 00:51:41.039
did you ever see the kid who's,

00:51:41.398 --> 00:51:42.260
this is years ago,

00:51:42.699 --> 00:51:43.981
started a Facebook channel,

00:51:44.001 --> 00:51:45.262
which became a YouTube channel.

00:51:46.443 --> 00:51:48.684
And he was like nine and he was

00:51:48.724 --> 00:51:51.467
obsessed with like David Letterman and Jay

00:51:51.487 --> 00:51:51.628
Leno.

00:51:51.648 --> 00:51:52.969
Like he wanted to be a late night

00:51:53.028 --> 00:51:54.349
host at like seven.

00:51:54.510 --> 00:51:56.632
And this is years ago.

00:51:56.731 --> 00:51:57.992
And then his mom or his dad was

00:51:58.012 --> 00:52:00.195
just like, Ooh, like he's not stopping.

00:52:00.695 --> 00:52:02.016
I need to shut this kid up.

00:52:02.918 --> 00:52:05.179
So they started writing letters and

00:52:05.260 --> 00:52:08.443
getting celebrities to come to their home

00:52:09.083 --> 00:52:10.344
and sit on a couch.

00:52:10.824 --> 00:52:12.186
And this nine-year-old kid,

00:52:12.246 --> 00:52:13.027
I got to find out who that kid

00:52:13.047 --> 00:52:13.987
was because it was great.

00:52:14.547 --> 00:52:15.668
And he would do a late night show

00:52:16.130 --> 00:52:17.030
and then he'd share it.

00:52:17.130 --> 00:52:18.431
And then when the next time he went

00:52:18.452 --> 00:52:19.773
to do a pitch, in the pitch,

00:52:19.793 --> 00:52:20.353
he'd probably be,

00:52:20.413 --> 00:52:22.155
and here's how we interviewed, blah, blah,

00:52:22.175 --> 00:52:22.434
blah.

00:52:22.454 --> 00:52:24.536
And someone's publicist was like,

00:52:24.976 --> 00:52:26.539
this is like the Taylor Swift effect.

00:52:26.898 --> 00:52:28.079
This doesn't make any sense.

00:52:28.159 --> 00:52:29.501
Why would we take the star...

00:52:30.242 --> 00:52:32.043
to do this ridiculously small kids thing

00:52:32.143 --> 00:52:34.706
that's the reason like why does Taylor

00:52:34.726 --> 00:52:37.608
Swift every once in a while show up

00:52:37.628 --> 00:52:39.791
at a wedding and sing the first song

00:52:40.132 --> 00:52:42.094
is because there's ninety seven camera

00:52:42.114 --> 00:52:44.275
phones in the audience and it will blow

00:52:44.315 --> 00:52:46.177
up because it's such a juxtaposition it

00:52:46.197 --> 00:52:48.519
doesn't make any sense that it completely

00:52:48.579 --> 00:52:49.902
all of a sudden being made she can't

00:52:49.922 --> 00:52:51.503
do it every day but when she does

00:52:51.563 --> 00:52:54.246
do it it's insane yeah

00:52:55.367 --> 00:52:55.867
Fine.

00:52:56.467 --> 00:52:57.748
Now I need to go do this.

00:52:58.949 --> 00:53:00.190
I didn't think I needed to do the

00:53:00.210 --> 00:53:01.289
things that I was saying, Tony.

00:53:01.329 --> 00:53:02.590
I thought I just stood here and told

00:53:02.731 --> 00:53:04.492
other people what they should be doing and

00:53:04.552 --> 00:53:06.172
mocked them for not doing it.

00:53:06.393 --> 00:53:07.512
Now I've mean, all right, fine.

00:53:07.574 --> 00:53:07.833
I'll go.

00:53:07.873 --> 00:53:08.233
I'll try.

00:53:08.454 --> 00:53:08.954
I have no problem.

00:53:09.014 --> 00:53:09.373
I'll fail.

00:53:09.393 --> 00:53:10.614
Yeah.

00:53:10.675 --> 00:53:11.275
Here's a KPI.

00:53:11.436 --> 00:53:12.655
I mean,

00:53:12.675 --> 00:53:14.277
that's your superpower is that you're

00:53:14.317 --> 00:53:15.838
willing to experiment and try.

00:53:16.507 --> 00:53:18.108
Hey, as we wrap up the show,

00:53:18.148 --> 00:53:19.829
can you pull up my...

00:53:19.949 --> 00:53:21.851
If you go to my Instagram on your

00:53:21.911 --> 00:53:22.572
desktop,

00:53:23.092 --> 00:53:27.195
go to the profile and show the recent

00:53:27.255 --> 00:53:29.775
posts.

00:53:29.795 --> 00:53:31.677
There's a KPI to measure as I'm bringing

00:53:31.697 --> 00:53:32.077
this up,

00:53:32.257 --> 00:53:33.918
which is how many times have you failed?

00:53:33.958 --> 00:53:37.221
How many ideas have failed in the last

00:53:37.621 --> 00:53:38.340
five months?

00:53:38.420 --> 00:53:39.362
That would be a good one.

00:53:40.659 --> 00:53:41.860
I can't even imagine.

00:53:41.960 --> 00:53:43.860
I don't know how you keep track.

00:53:44.262 --> 00:53:45.141
That's a good one.

00:53:45.181 --> 00:53:45.302
Yeah.

00:53:45.362 --> 00:53:45.561
All right.

00:53:45.581 --> 00:53:46.041
I'm on your Instagram.

00:53:46.061 --> 00:53:47.262
I have two days until spring.

00:53:48.643 --> 00:53:49.224
Yeah.

00:53:49.324 --> 00:53:49.724
Okay.

00:53:49.764 --> 00:53:50.824
So if you look at that,

00:53:50.864 --> 00:53:52.664
I want to give people something tangible

00:53:52.704 --> 00:53:54.626
because we were talking about this in one

00:53:54.666 --> 00:53:55.626
of the Facebook groups.

00:53:56.286 --> 00:53:58.768
So a lot of these images,

00:53:58.887 --> 00:54:00.248
some are actual photos.

00:54:00.768 --> 00:54:02.829
Some are AI-generated images.

00:54:02.929 --> 00:54:04.670
Obviously, the two days until spring.

00:54:05.219 --> 00:54:07.099
That's an AI-generated image.

00:54:07.800 --> 00:54:09.981
I made that yesterday when I realized I

00:54:10.021 --> 00:54:11.643
saw somebody else's post and I was like,

00:54:11.822 --> 00:54:13.344
oh, there's two days till spring.

00:54:13.744 --> 00:54:15.525
Everybody loves to complain about winter.

00:54:16.045 --> 00:54:17.465
I'm going to put up a post on

00:54:17.545 --> 00:54:18.766
Facebook and Instagram.

00:54:19.226 --> 00:54:20.608
So I go to ChatGPT.

00:54:20.668 --> 00:54:22.188
I'm using the twenty dollar a month

00:54:22.228 --> 00:54:22.670
account.

00:54:22.809 --> 00:54:23.510
And I say, hey,

00:54:24.050 --> 00:54:29.574
create a illustration in this case of,

00:54:29.713 --> 00:54:29.994
you know,

00:54:31.047 --> 00:54:32.387
a spring scene,

00:54:32.867 --> 00:54:34.987
lots of flowers that are blooming,

00:54:35.487 --> 00:54:38.427
put a total knee replacement prosthesis in

00:54:38.467 --> 00:54:39.748
the middle of the scene,

00:54:40.329 --> 00:54:42.489
a text overlay that says two days until

00:54:42.568 --> 00:54:44.548
spring, generate that image.

00:54:45.648 --> 00:54:47.190
And I mean, it's a decent image,

00:54:47.210 --> 00:54:49.210
you know, it's nothing, nothing fancy.

00:54:50.010 --> 00:54:51.329
If you look at the next one,

00:54:51.369 --> 00:54:53.271
free coffee, same thing.

00:54:53.471 --> 00:54:54.271
I was like, Oh,

00:54:54.371 --> 00:54:57.490
I saw somebody standing on another post

00:54:57.570 --> 00:54:59.612
next to an A-frame in front of a

00:54:59.652 --> 00:55:00.231
coffee house.

00:55:00.371 --> 00:55:00.472
Yep.

00:55:00.742 --> 00:55:02.083
I was like, oh, that's a cool image.

00:55:02.402 --> 00:55:03.483
Hey, ChessieBT,

00:55:03.503 --> 00:55:07.125
create an A-frame image where in chalk,

00:55:07.565 --> 00:55:09.545
you draw a total knee replacement

00:55:09.606 --> 00:55:10.467
prosthesis.

00:55:10.766 --> 00:55:12.547
You say across the top,

00:55:12.588 --> 00:55:13.909
free coffee with a hundred and twenty

00:55:13.949 --> 00:55:15.009
degrees of knee flexion.

00:55:15.509 --> 00:55:17.010
I was trying to think of like how

00:55:17.090 --> 00:55:18.610
I could tie in the temperature of the

00:55:18.650 --> 00:55:21.291
coffee to the degrees of the knee,

00:55:21.331 --> 00:55:23.052
but it was too complicated.

00:55:23.092 --> 00:55:24.373
So I said, just do this.

00:55:25.074 --> 00:55:27.574
Generated that a hundred and twelve likes,

00:55:27.695 --> 00:55:28.695
twelve comments.

00:55:29.402 --> 00:55:30.244
Yeah.

00:55:30.264 --> 00:55:32.005
The big one, though, from yesterday,

00:55:33.106 --> 00:55:35.047
do you see the one that has the

00:55:35.987 --> 00:55:38.170
schematic of the knee replacement with the

00:55:38.230 --> 00:55:40.092
nerves coming in from the medial side?

00:55:40.112 --> 00:55:41.211
Wow, yeah, you're right.

00:55:42.072 --> 00:55:43.713
So same thing.

00:55:44.074 --> 00:55:44.914
I took that.

00:55:45.655 --> 00:55:48.177
I did find a different illustration

00:55:48.418 --> 00:55:48.958
online.

00:55:49.159 --> 00:55:50.920
It was a black and white illustration,

00:55:51.000 --> 00:55:51.820
line drawing.

00:55:52.460 --> 00:55:54.603
I put that illustration into ChatGPT.

00:55:54.663 --> 00:55:56.965
I said, use this as a reference image.

00:55:57.606 --> 00:56:00.688
recreate this image with, I said,

00:56:00.728 --> 00:56:03.869
text overlay, totally replacement,

00:56:03.909 --> 00:56:04.851
you know, implant.

00:56:04.971 --> 00:56:06.311
I want skin tone.

00:56:06.672 --> 00:56:08.132
I want it to be a color image.

00:56:08.172 --> 00:56:09.393
Show the incision.

00:56:10.434 --> 00:56:13.016
This one image generated like a hundred

00:56:13.036 --> 00:56:14.717
and thirty five thousand views.

00:56:15.137 --> 00:56:17.460
It's got two hundred and ninety six parts

00:56:17.559 --> 00:56:20.121
and two hundred and eighty four comments

00:56:20.501 --> 00:56:22.043
in less than twenty four hours.

00:56:23.184 --> 00:56:23.903
It's a lot.

00:56:24.003 --> 00:56:24.844
That is a lot.

00:56:27.106 --> 00:56:28.726
I'm going to the insights on my side.

00:56:28.786 --> 00:56:29.047
Yeah.

00:56:29.527 --> 00:56:31.809
And, you know, as I scroll down,

00:56:31.909 --> 00:56:33.672
I mean, that's a ton of engagement.

00:56:34.472 --> 00:56:36.753
So I posted thirteen or fourteen things

00:56:36.793 --> 00:56:37.375
yesterday.

00:56:37.494 --> 00:56:38.615
This was the winner.

00:56:39.356 --> 00:56:41.778
But like, like talk about all you.

00:56:41.858 --> 00:56:42.780
Can you see this video?

00:56:42.820 --> 00:56:43.840
Can you talk about this video?

00:56:46.195 --> 00:56:50.277
It's the one, no infection, just swelling.

00:56:50.297 --> 00:56:52.538
It's like you poking at a knee

00:56:52.557 --> 00:56:53.619
replacement.

00:56:53.639 --> 00:56:53.759
Yeah,

00:56:53.778 --> 00:56:56.320
so this was a person that had been

00:56:56.360 --> 00:56:57.860
in my clinic multiple times,

00:56:57.940 --> 00:56:59.900
had like six knee surgeries,

00:57:00.041 --> 00:57:02.021
had a large implant put in.

00:57:02.981 --> 00:57:05.543
I know this looks like an infected knee.

00:57:05.682 --> 00:57:06.103
Literally,

00:57:06.143 --> 00:57:08.623
this person came from the doctor before I

00:57:08.643 --> 00:57:09.503
shot that video.

00:57:10.173 --> 00:57:11.974
and confirm there's no infection.

00:57:12.635 --> 00:57:14.514
But like the act of poking it,

00:57:14.534 --> 00:57:15.655
this is what we're talking about with

00:57:15.695 --> 00:57:16.295
simple pop.

00:57:17.115 --> 00:57:18.936
Everybody goes crazy about this.

00:57:18.996 --> 00:57:20.476
Every time I share this video,

00:57:20.516 --> 00:57:22.257
it gets hundreds of thousands of views.

00:57:22.317 --> 00:57:24.358
I've shared this video multiple times.

00:57:25.438 --> 00:57:26.297
And I mean, it's just,

00:57:26.398 --> 00:57:29.778
this is tugging at a certain emotional

00:57:29.818 --> 00:57:32.380
thing in a person who's had a knee

00:57:32.420 --> 00:57:34.141
replacement and they love it.

00:57:34.240 --> 00:57:35.940
They love to comment and engage.

00:57:36.001 --> 00:57:38.041
And this was one of my first videos

00:57:38.061 --> 00:57:39.521
that jumped over a million views.

00:57:40.016 --> 00:57:40.476
Yeah.

00:57:40.496 --> 00:57:41.737
This one right now that I just brought

00:57:41.757 --> 00:57:42.798
up is two point six.

00:57:42.858 --> 00:57:44.360
But you've obviously shared it more than

00:57:44.480 --> 00:57:44.699
once.

00:57:44.760 --> 00:57:44.960
Right.

00:57:45.019 --> 00:57:45.739
And why wouldn't you?

00:57:45.760 --> 00:57:45.960
Yeah.

00:57:46.041 --> 00:57:46.621
Yeah, of course.

00:57:46.681 --> 00:57:46.840
Yeah.

00:57:47.460 --> 00:57:48.001
Say it again.

00:57:48.141 --> 00:57:51.704
And like this was a moment that could

00:57:51.724 --> 00:57:54.485
have been lost in my physical therapy

00:57:54.545 --> 00:57:54.945
clinic.

00:57:56.005 --> 00:57:57.728
This video has probably generated a couple

00:57:57.768 --> 00:58:00.130
hundred dollars in ad revenue across

00:58:00.170 --> 00:58:01.471
YouTube and Facebook.

00:58:01.871 --> 00:58:02.192
But like,

00:58:02.851 --> 00:58:04.713
look at the hundred and forty three

00:58:04.753 --> 00:58:07.675
thousand view video of the guy walking

00:58:07.715 --> 00:58:09.137
with a cane on his right and I

00:58:09.197 --> 00:58:10.719
circle the knee on the left.

00:58:10.739 --> 00:58:10.918
Right.

00:58:11.760 --> 00:58:14.161
That was a video that's been sitting on

00:58:14.202 --> 00:58:15.003
my hard drive.

00:58:15.043 --> 00:58:17.324
I didn't even know I had it sitting

00:58:17.405 --> 00:58:19.626
on my hard drive since two thousand twenty

00:58:19.686 --> 00:58:20.007
two.

00:58:20.126 --> 00:58:23.050
I think this guy is still in my

00:58:23.090 --> 00:58:23.409
clinic.

00:58:24.501 --> 00:58:26.402
He's been coming for over ten years.

00:58:27.523 --> 00:58:29.143
I pulled that video and showed it to

00:58:29.182 --> 00:58:30.663
him yesterday when he came in.

00:58:30.742 --> 00:58:31.382
I was like, hey,

00:58:31.443 --> 00:58:32.083
I got to show you.

00:58:32.143 --> 00:58:33.224
I found an old video.

00:58:34.143 --> 00:58:34.724
But again,

00:58:34.784 --> 00:58:38.244
these are valuable assets that are sitting

00:58:38.405 --> 00:58:41.144
in the ether that we're not taking

00:58:41.184 --> 00:58:41.824
advantage of.

00:58:41.864 --> 00:58:43.344
We're not monetizing.

00:58:44.646 --> 00:58:45.646
And all I had to do was just

00:58:45.965 --> 00:58:48.286
scroll through my old videos and be like,

00:58:48.306 --> 00:58:50.547
oh, I haven't posted this for a while.

00:58:50.666 --> 00:58:51.907
The first step is you had to take

00:58:51.967 --> 00:58:52.027
it.

00:58:53.561 --> 00:58:54.481
And that sounds stupid,

00:58:54.521 --> 00:58:55.782
but you have to capture it.

00:58:55.842 --> 00:58:56.922
Yeah, you have to capture it.

00:58:57.663 --> 00:58:58.724
All right, we'll talk more.

00:58:59.764 --> 00:59:01.824
We all have bones glued to our hands.

00:59:01.965 --> 00:59:03.184
There's nothing special.

00:59:03.364 --> 00:59:05.786
This is not about technology or skill.

00:59:05.905 --> 00:59:07.947
This is about fear, myself included.

00:59:08.166 --> 00:59:10.248
This is about getting over it and doing

00:59:10.288 --> 00:59:12.489
it poorly.

00:59:12.809 --> 00:59:13.708
None of Tony's stuff,

00:59:13.728 --> 00:59:14.608
if you go to his Instagram,

00:59:14.628 --> 00:59:15.630
and I'll put it in the show notes,

00:59:16.150 --> 00:59:19.510
none of the stuff is like, like,

00:59:21.038 --> 00:59:23.119
you're just, this is reality show.

00:59:23.159 --> 00:59:23.418
You're not,

00:59:23.619 --> 00:59:24.980
you're not scripting this at all.

00:59:25.380 --> 00:59:25.980
You might be like, Hey,

00:59:26.000 --> 00:59:27.039
move your knee or do that.

00:59:27.161 --> 00:59:27.400
Do that.

00:59:27.420 --> 00:59:28.561
Like you might have like a sort of

00:59:28.581 --> 00:59:29.320
a half a plan.

00:59:29.541 --> 00:59:30.601
You have an outline in your head,

00:59:31.041 --> 00:59:32.702
but you're not doing multiple cuts.

00:59:32.922 --> 00:59:34.603
Like Tony's not walking around with a ring

00:59:34.664 --> 00:59:36.724
light.

00:59:36.905 --> 00:59:38.804
Like it's just not like these are fit.

00:59:38.824 --> 00:59:40.525
Like I just counted that one video with

00:59:40.545 --> 00:59:40.606
the,

00:59:40.686 --> 00:59:42.106
on the pointing to the surgical side with

00:59:42.126 --> 00:59:43.246
the K five seconds.

00:59:43.266 --> 00:59:43.766
Yeah.

00:59:43.786 --> 00:59:45.827
Five seconds has turned into,

00:59:45.927 --> 00:59:46.909
and you can tell me later with the

00:59:46.929 --> 00:59:48.728
statistic, how much watch time.

00:59:48.809 --> 00:59:49.710
Cause you can look at that in the

00:59:49.730 --> 00:59:50.150
insights.

00:59:51.873 --> 00:59:54.378
how many days probably worth of watch time

00:59:54.538 --> 00:59:56.141
of a hundred and forty five thousand views

00:59:56.681 --> 00:59:57.523
times five seconds.

00:59:57.684 --> 00:59:58.525
And I could do that math quick,

00:59:58.545 --> 00:59:59.586
but I can't do that math quick.

01:00:00.764 --> 01:00:02.525
So let's dig into a bunch of content

01:00:02.706 --> 01:00:04.226
because I wanted to talk about Judy and

01:00:04.246 --> 01:00:05.827
her cafe and her pancakes.

01:00:05.847 --> 01:00:07.108
I want to talk about that.

01:00:07.128 --> 01:00:09.548
I want to talk about Dave's rocket ship.

01:00:09.608 --> 01:00:11.110
I want to talk about my Avengers rocket

01:00:11.130 --> 01:00:12.090
ship from a month ago.

01:00:12.110 --> 01:00:13.130
And how do I recapture that?

01:00:13.451 --> 01:00:14.731
So we'll get into let's get let's do

01:00:14.791 --> 01:00:16.311
a whole episode specific on content.

01:00:17.311 --> 01:00:19.172
We'll pick three sort of verticals and

01:00:19.213 --> 01:00:19.833
dive into them.

01:00:19.934 --> 01:00:21.554
Or maybe my guess is we could talk

01:00:21.574 --> 01:00:22.195
about this all day.

01:00:22.295 --> 01:00:23.875
This might be a couple episodes deep.

01:00:23.894 --> 01:00:24.135
Yeah.

01:00:24.396 --> 01:00:25.956
All right.

01:00:25.996 --> 01:00:26.856
So parting shot for today.

01:00:26.876 --> 01:00:27.257
What do you got?

01:00:29.115 --> 01:00:31.400
You know, there's value all around us.

01:00:31.521 --> 01:00:31.782
I mean,

01:00:31.882 --> 01:00:34.608
literally value comes out of thin air.

01:00:35.148 --> 01:00:36.652
It's just a matter of

01:00:37.253 --> 01:00:39.414
choosing what you're going to monetize,

01:00:39.494 --> 01:00:40.916
how you're going to capture the value,

01:00:40.996 --> 01:00:42.277
and then putting it out there for the

01:00:42.297 --> 01:00:42.938
consumer.

01:00:42.978 --> 01:00:43.518
Choose your heart.

01:00:44.420 --> 01:00:46.460
Mine will be directed towards the

01:00:46.481 --> 01:00:49.603
listener, but also to me, which is, okay,

01:00:49.623 --> 01:00:50.605
whatever you're most afraid of,

01:00:50.846 --> 01:00:52.086
whatever you want the most but aren't

01:00:52.126 --> 01:00:52.427
doing,

01:00:52.847 --> 01:00:54.128
understand that the answer is probably

01:00:54.188 --> 01:00:54.429
fear.

01:00:54.768 --> 01:00:55.550
And I'll bring my buddy who's a

01:00:55.570 --> 01:00:57.291
psychologist on to prove me right.

01:00:57.972 --> 01:00:59.213
And he'll do a little therapy session of

01:00:59.273 --> 01:00:59.793
why that is.

01:01:00.844 --> 01:01:02.487
Understand that that's the barrier.

01:01:02.507 --> 01:01:04.809
The results that you're not getting are

01:01:04.889 --> 01:01:06.411
hiding in the work that you're not doing.

01:01:06.550 --> 01:01:07.192
And that's what we'll do.

01:01:07.311 --> 01:01:08.612
So we'll talk content on Tuesday.

01:01:08.632 --> 01:01:10.094
Dave will be back by then.

01:01:10.375 --> 01:01:12.376
His little weird video that was off the

01:01:12.416 --> 01:01:13.898
cuff will have already crossed fifty

01:01:13.918 --> 01:01:14.579
thousand views.

01:01:14.900 --> 01:01:16.400
And that video doesn't make any sense

01:01:16.521 --> 01:01:18.943
until it makes perfect sense.

01:01:18.983 --> 01:01:19.864
Tony, I'll see you on Tuesday.

01:01:20.815 --> 01:01:21.735
See you, dude.

01:01:21.775 --> 01:01:22.677
That's it.

01:01:22.717 --> 01:01:23.177
We're out.

01:01:23.197 --> 01:01:24.717
Boys, what the hell are you doing?

01:01:24.757 --> 01:01:27.577
Follow Tony Maritano on YouTube at Total

01:01:27.637 --> 01:01:28.657
Therapy Solution.

01:01:28.697 --> 01:01:29.699
Find Dave Kittle at

01:01:29.719 --> 01:01:32.920
conciergepainrelief.com and on YouTube at

01:01:32.940 --> 01:01:34.139
The Dave Kittle Show.

01:01:34.440 --> 01:01:37.581
And follow Jimmy McKay at PT Podcast on

01:01:37.621 --> 01:01:38.721
YouTube, the socials,

01:01:38.840 --> 01:01:40.621
and wherever you binge podcasts you

01:01:40.641 --> 01:01:42.322
pretend are for CEUs.

01:01:42.603 --> 01:01:44.043
And hey, just a reminder,

01:01:44.523 --> 01:01:45.824
none of this was for advice.

01:01:45.844 --> 01:01:47.164
This was for entertainment only.

01:01:47.204 --> 01:01:49.003
Our lawyers say that counts.

01:01:49.105 --> 01:01:49.985
Thanks, Keith.