WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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Welcome to your Thursday PT Breakfast

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Club.

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Yesterday, Tuesday, I wasn't here.

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Now Dave's not going to be here.

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But, you know,

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two out of three ain't bad.

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That's actually the same.

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That's right.

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My original idea for this was we would

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have two at a time because three is

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too many.

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But we consistently have done it for over

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two years.

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Two years, man.

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two years so that's more than a hundred

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plus episodes is it only two years because

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it actually might be a little longer no

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it might be longer yeah i just i

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knew two years was a conservative guess

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you know the funny part is we get

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a decent amount of people watching live

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but like obviously time zones and

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schedules and whatnot when i'm at

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conferences or places you'd be i'm you

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know constantly like wow because we forget

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like to us it's us just like shooting

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the breeze for a couple minutes or

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whatever

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sort of verbal processing.

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Clinicians, students,

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C-suite people are like, hey,

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listen to the show.

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I get something out of it.

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And I'm like, huh,

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not everything needs to be

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Um,

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it's not that we don't plan because we

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overproduced,

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not everything needs to be overproduced,

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overproduced.

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That's it.

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So we do plan and we sort of

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are very transparent about our process,

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which is I think what a lot of

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people do.

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We get a group chat,

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we fire funny pictures back and forth at

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each other.

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And then, uh, we see what pops up.

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What did you guys dig into on Tuesday?

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I didn't even get a chance to listen

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on Tuesday.

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yeah so we were well you inspired the

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conversation around hiring recruitment

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culture yeah um you know the conversation

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i asked dave i was like hey you

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you're in the hiring process right now i

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said i've had great pts and ptas in

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the past

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who they were amazing,

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but they were sick all the time.

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They were sick like once a month.

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And you book a full schedule for them.

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Everybody loves them.

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They do a great job,

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but you can't rely on them.

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On the flip side,

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Jeremy, who I work with now,

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I told him the other day, I'm like,

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you haven't been sick ever.

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I don't think you've ever called out sick

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in like fifteen years.

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I've maybe called out sick once or twice

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in that time.

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So we were just talking about like the

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soft skills,

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other things you look for when hiring.

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You've been kind of talking more going

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down that road of recruitment and hiring

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and attraction.

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Um,

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what are some of the things that are

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hot on your radar right now related to

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that?

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This wasn't planned, but maybe Tony,

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because you like data and you're good at

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like paying attention to sort of like data

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and what it says.

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And I think we all should be better

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at that.

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And I've been trying to get better at

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that.

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So take a look, seize at this.

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I decided in November that I was going

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to triple down on LinkedIn.

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And I've had some runs and just like

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you and I, and I hear,

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I feel like you saying it makes me

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feel better because I'll do a lot.

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And then I'll just sort of like,

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I don't want to even look at it

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for a few days.

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So I should be better at like when

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I'm hot, schedule in advance.

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But I get so excited when I make

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something.

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I'm like,

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I want to see how this does.

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I want to share it, whatever, whatever.

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But take a look at some of this

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LinkedIn data.

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I'll see if I can zoom.

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Does it help if I zoom in a

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little bit?

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Yeah, yeah, yeah, yeah.

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That's my last seven days on LinkedIn.

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Two hundred and eighteen thousand

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impressions.

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Two hundred eighteen thousand impressions.

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And then you look at engagements and those

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are up ninety five percent.

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Seven days is hard, though.

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So let's go back.

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Let's go to a month.

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So in terms of impressions,

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almost half a million.

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Yeah.

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And you can see that spike right there.

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And here's the secret.

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I've been paying attention to what has

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spiked over the last three hundred sixty

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five days.

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LinkedIn will tell me that if you go

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to your data and say,

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show me my best producing content in the

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last three sixty five,

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it'll show it to you.

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And then what's Tony going to tell you

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to do?

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What am I going to tell you to

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do?

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Put that back into ChatGPT because you

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probably created it with ChatGPT in the

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first place.

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But now give it the context.

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Hey, remember that thing we made?

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And if you don't, I'll remind you,

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copy and paste.

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Look how it did.

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And the next step, let's figure out why.

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Why do you think?

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Best guess, right?

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Best guess with AI anyway.

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And you can see,

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so let's just look at the last like,

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fourteen days.

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Some of the best content.

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Man, if you look at the top two,

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I've been making some of these heat maps

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of salary to tuition.

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I'm just comparing two things and then

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mapping it out by state.

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And people...

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Freaking love this.

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And this is one of the content that's

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actually crossed platforms.

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This is done well on Facebook because of

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images.

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It's done well on LinkedIn because that's

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where people are for cool business.

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And it's done well on Instagram too.

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People love to do a couple things.

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Look at it.

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Agree with it.

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Disagree with it or tell me where I

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screwed up and my map is wrong or

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how I screwed up data,

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which I am fine.

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And Tony is fine with all of it.

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Agree with me.

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Disagree with me.

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Tell me where I've screwed up.

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People point out things that, yeah,

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I didn't I didn't take that into

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consideration.

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You're right.

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And then the other series is so that's

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heat maps and the other series that I've

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been doing that's played pretty well.

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were these images where I said,

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physical therapy, but make it drinks,

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physical therapy, but make it sneakers,

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physical therapy, but make it dogs.

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People have lost.

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I don't know why I didn't start with

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dogs.

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People have lost their minds for a couple

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of reasons.

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Number one,

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I couldn't do all the specialties in one

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image.

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It would just get crowded.

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I also left a few off on purpose

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because I wanted people to get pissed that

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I left off blah or blah or blah.

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But here's what I found in these two

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posts.

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There's something for the audience to

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self-identify with.

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Oh, there's one more post.

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I did the NFL draft board where I

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took two data points, cost of PT program,

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tuition,

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First time pass rate.

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So like an objective measure in cost and

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an objective pass rate.

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And I ranked them.

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So I'm looking for the best bargain bang

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for buck.

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And it's a lot of schools that maybe

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we don't talk about a lot.

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It's not a lot of the and I'm

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using air quotes here, kids,

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the best ranked PT schools.

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But the people who went to Angelo State

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have a PT degree for thirty grand and

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their first time pass rate is like one

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hundred percent.

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So there's something for people to bitch

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about.

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Either they saw their school and they

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agree with it or they didn't see their

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school and like, wait,

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my school was great.

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How come they're not on the list?

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So I think in content for me anyway,

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it's something people can identify with.

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Flip that to what Tony shares about.

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something super specific as knee

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replacements,

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but there's something for people to

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identify with because they all had one.

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They've all got their own experience.

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How long after this did you do this?

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Did it hurt when you did this?

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Did your doctor do this or not?

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There's a way for me to walk in

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that's about me.

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So I mean,

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if there's one lesson I've taken the last,

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you know,

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It really isn't about the creator.

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There is some content that is about the

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creator.

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The day in the life videos.

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That's not really my jam.

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As much as I like to talk about

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me and be part of the thing,

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that's not really my jam.

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It really is,

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can I find a button to push for

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the audience to get engaged?

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Yeah, I love it.

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I still have not gotten back on LinkedIn

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for probably half a year, maybe longer.

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I just did not get, well,

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my audience shifted from therapist to

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consumer.

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And I just,

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I have no need to be there.

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That's not the community.

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Do you go on LinkedIn just to look?

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No, I don't even go on it.

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This backs up my thing when people say,

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where should I start?

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Everywhere.

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And I go,

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fish where you like to fish,

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where you already are, man.

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Like if you don't like,

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I don't like I,

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my jam is not tick tock for some

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reason,

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but people like you're leaving a lot of

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attention on the table.

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And I'm like,

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Now,

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I'd rather double down on LinkedIn because

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I like reading some of that stuff.

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I actually like commenting on some of that

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stuff because I like finding the clear

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like rage bait and being like rage bait.

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Like, I don't know.

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I like fish where you like to already

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fish.

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If you don't like consuming the content,

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my opinion is, and this is not universal,

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but you're probably going to hate creating

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the content that will do well there.

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Yeah.

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It's a mirror.

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Yeah.

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Yeah.

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That's when I was more active on YouTube,

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I produced more YouTube content.

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Then when I saw the opportunity shift to

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Facebook,

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I produced more Facebook content.

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Even Instagram is another one.

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I really don't,

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I don't consume content on Instagram.

00:09:24.292 --> 00:09:26.913
I the content I share to Instagram is

00:09:26.933 --> 00:09:28.754
a byproduct of what I share to Facebook.

00:09:29.436 --> 00:09:29.556
Yeah.

00:09:29.576 --> 00:09:29.755
You know,

00:09:29.836 --> 00:09:32.697
and so there's no intentional effort on

00:09:32.957 --> 00:09:35.500
Instagram, but I don't spend time there.

00:09:35.860 --> 00:09:36.841
But it's a two for one.

00:09:36.880 --> 00:09:38.402
If you make it on Instagram and Facebook,

00:09:38.422 --> 00:09:39.243
they're very easy, obviously,

00:09:39.263 --> 00:09:40.323
because they're owned by the same company.

00:09:41.083 --> 00:09:44.346
I think the lesson for single

00:09:44.407 --> 00:09:47.109
solopreneurs, small businesses is.

00:09:47.980 --> 00:09:49.943
with a team but not a dedicated team,

00:09:50.104 --> 00:09:50.904
like dual role,

00:09:50.924 --> 00:09:53.008
like your tech or your admin might be

00:09:53.148 --> 00:09:53.928
creating content,

00:09:54.629 --> 00:09:56.352
or organizations with large teams,

00:09:58.138 --> 00:10:01.000
I wouldn't put someone on a platform if

00:10:01.039 --> 00:10:01.940
they didn't like it.

00:10:01.960 --> 00:10:03.260
And well, if it's your job,

00:10:03.620 --> 00:10:05.402
they have to get at least comfortable with

00:10:05.442 --> 00:10:05.542
it.

00:10:05.562 --> 00:10:06.743
You got to be able to bear with

00:10:06.802 --> 00:10:06.942
it.

00:10:07.403 --> 00:10:09.845
And just because the thing that drives me

00:10:09.884 --> 00:10:12.686
nuts is with APTA organizations or

00:10:12.725 --> 00:10:15.707
businesses, they sort of give the duty,

00:10:16.327 --> 00:10:19.309
the job of creating content and earning

00:10:19.389 --> 00:10:20.990
attention.

00:10:21.030 --> 00:10:22.871
It's so consistent that I can map it

00:10:22.951 --> 00:10:24.092
out when I'm in a room with people.

00:10:24.472 --> 00:10:25.634
It's the youngest person.

00:10:26.706 --> 00:10:27.567
It's the go-getter.

00:10:27.727 --> 00:10:28.067
And I'm like,

00:10:28.107 --> 00:10:29.688
that doesn't mean they like doing it or

00:10:29.749 --> 00:10:30.470
are good at it at all.

00:10:30.730 --> 00:10:32.591
But we don't understand the social medias.

00:10:32.650 --> 00:10:33.631
That's when you know someone doesn't know

00:10:33.652 --> 00:10:34.292
what they're talking about.

00:10:34.332 --> 00:10:35.332
They put an S on medias.

00:10:35.833 --> 00:10:37.434
I don't understand the social medias.

00:10:38.174 --> 00:10:38.755
They do that.

00:10:38.816 --> 00:10:40.017
They do the ticky-tocks.

00:10:40.136 --> 00:10:40.797
We don't do that.

00:10:40.817 --> 00:10:43.418
I'm like, that is a recipe for failure.

00:10:44.539 --> 00:10:46.140
So since you shared those numbers,

00:10:46.181 --> 00:10:47.302
let me pull this up.

00:10:49.359 --> 00:10:50.198
That's bananas, man.

00:10:50.219 --> 00:10:52.220
This is a sixty day and I chose

00:10:52.299 --> 00:10:53.221
sixty day on purpose.

00:10:53.240 --> 00:10:55.442
So this is my Facebook business page.

00:10:55.481 --> 00:10:57.423
This is the total therapy solutions,

00:10:57.462 --> 00:10:58.743
the physical therapy page.

00:10:59.943 --> 00:11:03.586
Forty six million views in sixty days.

00:11:03.605 --> 00:11:06.027
You can see July eleventh.

00:11:06.787 --> 00:11:09.227
kind of the distinct jump that is when

00:11:09.288 --> 00:11:11.769
i was on vacation that week i was

00:11:11.828 --> 00:11:13.230
on vacation so i was like i've got

00:11:13.289 --> 00:11:14.570
nothing else to do i'm just sitting in

00:11:14.590 --> 00:11:17.451
my chair but that's also when i discovered

00:11:17.630 --> 00:11:24.474
images photos ai images what you put um

00:11:24.573 --> 00:11:25.975
i forget how to take this off oh

00:11:26.014 --> 00:11:26.154
here

00:11:27.048 --> 00:11:28.308
What you were sharing,

00:11:29.168 --> 00:11:31.809
those were images created by AI.

00:11:31.830 --> 00:11:33.910
You did not hire a graphic designer to

00:11:33.951 --> 00:11:34.490
go out.

00:11:35.551 --> 00:11:38.452
My guess is you harvested the data in

00:11:38.653 --> 00:11:39.153
AI.

00:11:39.552 --> 00:11:41.533
Maybe you verified some of the data.

00:11:41.974 --> 00:11:43.794
You got it to generate the image.

00:11:43.815 --> 00:11:44.115
Correct.

00:11:45.234 --> 00:11:46.514
I was not doing any of that.

00:11:46.595 --> 00:11:48.297
And I think this is a very small

00:11:48.356 --> 00:11:50.960
window of opportunity for anyone listening

00:11:51.000 --> 00:11:51.659
and watching.

00:11:52.260 --> 00:11:57.024
Because literally, let me share my page.

00:11:57.605 --> 00:11:59.106
Like last night, you know,

00:11:59.147 --> 00:12:00.548
I get home and I'm like, ah,

00:12:01.229 --> 00:12:03.772
what am I going to do content wise

00:12:03.812 --> 00:12:04.532
for tomorrow?

00:12:05.854 --> 00:12:09.037
So pop this up on the screen.

00:12:13.595 --> 00:12:14.315
Can you share?

00:12:14.676 --> 00:12:15.615
Do you see it down there?

00:12:15.975 --> 00:12:17.336
Yeah.

00:12:17.437 --> 00:12:18.077
How come it's not going?

00:12:18.097 --> 00:12:19.639
I don't know.

00:12:19.719 --> 00:12:21.580
You said StreamYard was being kind of

00:12:21.600 --> 00:12:22.159
weird today.

00:12:22.240 --> 00:12:22.701
Oh, I know why.

00:12:22.721 --> 00:12:23.821
There we go.

00:12:23.980 --> 00:12:26.123
Okay.

00:12:26.143 --> 00:12:28.984
So, like, this is actually a photo.

00:12:30.024 --> 00:12:31.145
This was a photo shared.

00:12:31.166 --> 00:12:31.846
Wait, wait, wait.

00:12:31.985 --> 00:12:33.366
That's a photo on the top right?

00:12:33.427 --> 00:12:33.787
The big one?

00:12:34.827 --> 00:12:36.729
Yeah, the knee over the Grand Canyon.

00:12:36.749 --> 00:12:37.990
That's so funny because, like,

00:12:38.070 --> 00:12:39.831
now when you get dope pictures like that,

00:12:39.931 --> 00:12:41.172
everyone's going to assume it's AI,

00:12:41.192 --> 00:12:42.533
but that is a dope picture.

00:12:42.572 --> 00:12:43.033
Holy cow.

00:12:43.581 --> 00:12:43.620
So,

00:12:43.921 --> 00:12:45.381
but this is exactly what I would do.

00:12:45.442 --> 00:12:46.984
So I found that photo.

00:12:47.244 --> 00:12:48.884
It was in one of my Facebook groups.

00:12:49.586 --> 00:12:51.126
I would take this photo then,

00:12:51.187 --> 00:12:52.847
and I would use AI and I would

00:12:52.868 --> 00:12:54.909
say, Hey, put this photo on a kayak,

00:12:54.970 --> 00:12:57.030
put this photo on a, you know,

00:12:57.091 --> 00:12:59.974
what a cruise in Europe, in Italy, the,

00:13:00.014 --> 00:13:01.134
the Eiffel tower.

00:13:01.195 --> 00:13:02.596
Like I,

00:13:02.975 --> 00:13:06.859
I would make this multiple photos knowing

00:13:06.899 --> 00:13:08.179
that that's going to resonate.

00:13:08.240 --> 00:13:09.201
This is a real photo,

00:13:09.260 --> 00:13:10.542
the real patient in my clinic.

00:13:11.581 --> 00:13:13.302
But now this- You didn't light them on

00:13:13.322 --> 00:13:13.601
fire.

00:13:13.881 --> 00:13:15.101
That's not a real photo.

00:13:15.162 --> 00:13:16.462
This is a real photo.

00:13:17.023 --> 00:13:20.303
And I told AI, ChatGPT, last night,

00:13:20.443 --> 00:13:21.984
I published this ten hours ago.

00:13:22.544 --> 00:13:24.225
I said, hey, put flames on one side,

00:13:24.284 --> 00:13:25.546
put lightning on the other.

00:13:25.586 --> 00:13:27.285
And I made a post about zingers and

00:13:27.346 --> 00:13:28.966
numbness and heat around the knee.

00:13:29.866 --> 00:13:32.408
One sentence, do you feel zingers,

00:13:32.567 --> 00:13:34.928
numbness, or heat around your new knee?

00:13:36.355 --> 00:13:38.457
Um, a hundred thumbs up,

00:13:38.758 --> 00:13:40.100
seventy-three comments.

00:13:40.320 --> 00:13:40.940
Yup.

00:13:41.019 --> 00:13:43.682
If I take a quick look, uh,

00:13:43.822 --> 00:13:45.124
it got fifty-five,

00:13:45.764 --> 00:13:48.606
fifty-six thousand views since last night.

00:13:49.226 --> 00:13:49.527
You know,

00:13:49.567 --> 00:13:51.568
and that image will probably go on to

00:13:51.609 --> 00:13:53.311
do a couple hundred thousand views.

00:13:53.451 --> 00:13:54.350
I would love for you to hear,

00:13:54.392 --> 00:13:55.412
go back to the Zinger one.

00:13:55.993 --> 00:13:56.192
Yeah.

00:13:56.212 --> 00:13:57.173
I would love for you to wait a

00:13:57.234 --> 00:13:59.155
month or whatever, a cooling off period,

00:13:59.696 --> 00:14:00.716
share that again,

00:14:01.076 --> 00:14:02.457
and then do the move that I see

00:14:02.597 --> 00:14:03.519
other creators do,

00:14:03.818 --> 00:14:04.220
which is

00:14:05.219 --> 00:14:07.120
Give me a heart emoji if you feel

00:14:07.200 --> 00:14:07.539
heat.

00:14:07.840 --> 00:14:09.559
Give me a thumbs up emoji if you

00:14:09.580 --> 00:14:10.259
feel electric.

00:14:10.659 --> 00:14:13.280
And then you can sort of like,

00:14:13.301 --> 00:14:13.801
I don't know,

00:14:13.841 --> 00:14:14.642
it feels like they're weighing in.

00:14:14.682 --> 00:14:16.341
Because what I don't want to do is

00:14:16.741 --> 00:14:18.201
write something if I don't have to.

00:14:18.383 --> 00:14:18.783
You know what I mean?

00:14:18.802 --> 00:14:20.682
Yeah.

00:14:20.802 --> 00:14:23.024
This was another one I shared last night.

00:14:23.043 --> 00:14:24.543
One hundred and thirty three thousand

00:14:24.604 --> 00:14:25.104
views.

00:14:25.604 --> 00:14:27.225
Twenty dollars in earnings.

00:14:29.063 --> 00:14:31.625
And all it is, it's fully AI generated.

00:14:31.705 --> 00:14:32.025
I said,

00:14:32.066 --> 00:14:34.307
give me an image of a woman standing

00:14:34.407 --> 00:14:37.048
inside a x-ray machine or whatever at the

00:14:37.109 --> 00:14:37.629
airport.

00:14:38.490 --> 00:14:41.270
Show me an x-ray of the knee replacement.

00:14:41.831 --> 00:14:42.312
And then I said,

00:14:42.331 --> 00:14:44.253
have you traveled on a plane or by

00:14:44.293 --> 00:14:46.014
plane since your total knee replacement

00:14:46.054 --> 00:14:46.455
surgery?

00:14:47.303 --> 00:14:48.745
You know, that's a real photo,

00:14:48.804 --> 00:14:49.926
that's a real video.

00:14:50.025 --> 00:14:52.729
So it's a mixture of these AI images

00:14:53.469 --> 00:14:56.292
and then just some text, plain text posts.

00:14:56.312 --> 00:14:57.452
Yeah, they're doing well.

00:14:57.572 --> 00:14:57.812
Yeah,

00:14:57.832 --> 00:14:59.475
this one got one hundred and sixty six

00:14:59.735 --> 00:15:00.596
comments,

00:15:01.176 --> 00:15:03.938
but I've got multiple text posts that are

00:15:03.979 --> 00:15:06.100
doing thousands of comments in a day.

00:15:06.880 --> 00:15:09.621
over a thousand comments last one another

00:15:09.841 --> 00:15:12.263
ai image hundred and thirty five thousand

00:15:12.363 --> 00:15:15.465
views sixteen dollars in revenue um you

00:15:15.485 --> 00:15:18.625
know these things take seconds to create

00:15:19.767 --> 00:15:23.107
less time to share if there's a lesson

00:15:23.248 --> 00:15:24.808
in this because i'm sure people out there

00:15:24.828 --> 00:15:26.809
are like but i'm not a content creator

00:15:27.570 --> 00:15:30.191
i think there's a couple lessons you're

00:15:30.211 --> 00:15:31.772
either a good content creator or you're a

00:15:31.792 --> 00:15:32.251
bad one

00:15:33.606 --> 00:15:34.528
even if you're like, I'm not,

00:15:34.587 --> 00:15:35.509
and that means you're a bad one.

00:15:35.568 --> 00:15:36.650
You need to be creating something.

00:15:36.691 --> 00:15:37.851
Your organization needs to be creating

00:15:37.912 --> 00:15:38.352
something.

00:15:39.533 --> 00:15:42.857
The second thing is, it's not as hard,

00:15:42.918 --> 00:15:43.599
it is a skill,

00:15:46.024 --> 00:15:49.105
But it's something that repetition will

00:15:49.125 --> 00:15:49.445
get you.

00:15:49.524 --> 00:15:51.524
Are you using like the voice feature or

00:15:51.544 --> 00:15:53.105
are you typing what to do when you're

00:15:53.145 --> 00:15:53.666
like doing this?

00:15:53.686 --> 00:15:55.186
Are you using your thumbs or your voice?

00:15:55.966 --> 00:15:57.746
I use voice to text.

00:15:58.027 --> 00:16:00.506
So not the talking to and it talks

00:16:00.527 --> 00:16:00.807
back.

00:16:01.106 --> 00:16:02.388
I just use voice to text.

00:16:02.567 --> 00:16:05.008
I don't love that voice feature where we

00:16:05.048 --> 00:16:06.469
talk back and forth unless I'm driving.

00:16:06.528 --> 00:16:07.249
I don't mind that.

00:16:07.668 --> 00:16:08.188
And here's why.

00:16:09.163 --> 00:16:11.825
The AI's answer is often too long and

00:16:11.884 --> 00:16:12.565
flowery.

00:16:12.585 --> 00:16:14.625
I'm like, just get to the point.

00:16:14.664 --> 00:16:14.784
Like,

00:16:14.825 --> 00:16:15.885
I think I made a meeting to do

00:16:15.905 --> 00:16:16.505
a better prompt.

00:16:17.046 --> 00:16:20.427
The other thing is I feel like there's

00:16:20.447 --> 00:16:21.147
a bell curve.

00:16:21.767 --> 00:16:24.086
So the middle is like getting no

00:16:24.147 --> 00:16:26.028
attention.

00:16:26.128 --> 00:16:28.869
It's super, super, super high produced,

00:16:29.469 --> 00:16:30.369
like high effort.

00:16:30.688 --> 00:16:32.308
Like the press conference video you

00:16:32.389 --> 00:16:32.688
shared.

00:16:32.708 --> 00:16:33.570
I forget the guy's name.

00:16:33.590 --> 00:16:34.370
I want to give him credit.

00:16:34.389 --> 00:16:35.190
You know what I'm talking about?

00:16:35.879 --> 00:16:36.879
I don't know.

00:16:36.899 --> 00:16:37.418
The guy you're like,

00:16:37.438 --> 00:16:38.620
I love to see is the creator.

00:16:38.659 --> 00:16:41.139
He does like if PTs walked out of

00:16:41.159 --> 00:16:43.581
the clinic and did like a post-game press

00:16:43.600 --> 00:16:45.081
conference.

00:16:45.120 --> 00:16:46.821
Brilliant format because everybody

00:16:46.961 --> 00:16:48.241
instantly recognizes it.

00:16:48.621 --> 00:16:49.081
And then he goes,

00:16:49.101 --> 00:16:50.402
but it's not football or basketball or

00:16:50.422 --> 00:16:51.081
hockey or baseball.

00:16:51.182 --> 00:16:51.802
It's PT.

00:16:52.022 --> 00:16:53.102
And that's where people go, boom,

00:16:53.143 --> 00:16:54.062
I want to see what this says.

00:16:54.283 --> 00:16:56.082
Great, brilliant twist of format.

00:16:56.442 --> 00:16:58.604
And I would call that high effort.

00:16:58.624 --> 00:16:59.183
That part.

00:16:59.488 --> 00:17:01.089
Because it took him time to script it

00:17:01.229 --> 00:17:01.429
out.

00:17:01.450 --> 00:17:02.711
He had to set up the scene.

00:17:02.730 --> 00:17:05.053
It's not cinema movie effort,

00:17:05.113 --> 00:17:06.933
but it's more effort than what Tony and

00:17:07.054 --> 00:17:07.473
I are doing,

00:17:07.493 --> 00:17:09.516
which is sharing clips of a podcast

00:17:09.536 --> 00:17:12.417
episode or riffing with AI for forty five

00:17:12.478 --> 00:17:12.919
seconds,

00:17:13.558 --> 00:17:16.261
drilling down on an image and then popping

00:17:16.301 --> 00:17:16.582
it out.

00:17:17.061 --> 00:17:17.321
You know,

00:17:17.342 --> 00:17:20.545
I've never even looked at his channel

00:17:20.585 --> 00:17:20.904
name.

00:17:21.045 --> 00:17:22.767
It's Court and Clinic.

00:17:23.426 --> 00:17:25.028
The therapist is Taylor.

00:17:25.209 --> 00:17:28.651
I'm going to say Leiby, L-E-I-B-Y.

00:17:30.436 --> 00:17:31.557
I love his videos.

00:17:31.738 --> 00:17:33.659
I've commented on them before.

00:17:33.838 --> 00:17:35.819
I told him he's one of my favorite

00:17:35.839 --> 00:17:36.599
creators.

00:17:36.660 --> 00:17:40.182
He's got the best spin on humor in

00:17:40.201 --> 00:17:41.843
the physical therapy clinic.

00:17:42.663 --> 00:17:44.223
I would say his content is more for

00:17:44.284 --> 00:17:46.325
clinicians than it is for consumers,

00:17:46.384 --> 00:17:46.964
but hilarious.

00:17:46.984 --> 00:17:47.964
Oh, yeah, yeah.

00:17:48.025 --> 00:17:48.445
He's put it.

00:17:48.486 --> 00:17:51.067
So I would say we should do a

00:17:51.227 --> 00:17:51.807
list.

00:17:52.047 --> 00:17:53.268
We should do a top ten,

00:17:53.307 --> 00:17:56.128
top twenty of PT creators videos.

00:17:56.328 --> 00:17:59.133
pointed at the at the profession because

00:17:59.153 --> 00:18:00.273
that's a niche within a niche within a

00:18:00.314 --> 00:18:03.759
niche matt huey matt the pt yeah is

00:18:03.838 --> 00:18:08.364
big uh k uh master cola is great

00:18:08.464 --> 00:18:11.107
dpts with anxiety she's big at memes but

00:18:11.147 --> 00:18:12.789
when she turns the camera on herself it's

00:18:12.849 --> 00:18:13.671
very good as well

00:18:15.531 --> 00:18:16.853
I'm sure I'm leaving people out because

00:18:16.952 --> 00:18:19.153
I'm not prepared for this.

00:18:19.614 --> 00:18:20.114
There's a bunch.

00:18:20.374 --> 00:18:21.595
We should get together a list.

00:18:21.954 --> 00:18:25.395
We should do a user-generated list.

00:18:26.076 --> 00:18:27.396
Suggest who should do it.

00:18:27.836 --> 00:18:28.376
That would be good.

00:18:29.115 --> 00:18:32.538
So I just shared his Instagram page.

00:18:32.578 --> 00:18:34.080
But like, you know, Matt,

00:18:34.780 --> 00:18:36.823
I see Matt doing collabs now.

00:18:37.403 --> 00:18:39.405
Taylor did a collab with Spry.

00:18:39.486 --> 00:18:42.147
I see all of these little business things

00:18:42.167 --> 00:18:44.150
that are popping up for these guys and

00:18:44.210 --> 00:18:44.671
girls.

00:18:45.872 --> 00:18:46.792
Very cool stuff.

00:18:47.438 --> 00:18:48.338
I've been...

00:18:48.538 --> 00:18:50.621
I went to the APTA Colorado student thing

00:18:50.661 --> 00:18:52.603
and one of the students was like, hey,

00:18:52.702 --> 00:18:53.804
like sort of sheepishly.

00:18:54.224 --> 00:18:55.846
And this is where you just assume because

00:18:55.885 --> 00:18:56.686
someone's young,

00:18:57.347 --> 00:18:59.068
they're hip to the social medias.

00:18:59.609 --> 00:19:01.070
And that's not necessarily true, right?

00:19:01.111 --> 00:19:01.392
Because...

00:19:02.815 --> 00:19:04.076
I'm going to try to guess this girl's

00:19:04.257 --> 00:19:04.477
age.

00:19:05.438 --> 00:19:07.039
She seemed to be the age where social

00:19:07.059 --> 00:19:08.362
media has been a thing her entire life.

00:19:08.402 --> 00:19:09.061
That's my guess.

00:19:09.663 --> 00:19:10.022
Twenties.

00:19:11.164 --> 00:19:12.605
And she was like, where do I start?

00:19:12.685 --> 00:19:14.488
And I'm thinking I was sort of thinking

00:19:14.528 --> 00:19:15.470
in the old cranky way.

00:19:15.509 --> 00:19:17.291
We're like, you're twenty five.

00:19:17.372 --> 00:19:18.732
Don't you know exactly how to start?

00:19:18.952 --> 00:19:19.273
She didn't.

00:19:19.614 --> 00:19:20.115
And I was like, oh,

00:19:20.134 --> 00:19:21.016
this is a great question.

00:19:21.476 --> 00:19:23.898
And I gave her sort of like maybe

00:19:23.939 --> 00:19:25.901
the two basic I think she was she

00:19:25.921 --> 00:19:27.162
was thinking that Jimmy McKay was going to

00:19:27.182 --> 00:19:28.763
give her some really philosophical

00:19:28.804 --> 00:19:29.084
whatever.

00:19:29.104 --> 00:19:29.464
And I was like,

00:19:29.724 --> 00:19:30.625
what do you like looking at?

00:19:30.945 --> 00:19:31.866
And she was like, what do you mean?

00:19:31.906 --> 00:19:32.126
I'm like,

00:19:32.327 --> 00:19:34.088
where when you're bored and you got twenty

00:19:34.128 --> 00:19:35.089
minutes, what do you flip there?

00:19:35.111 --> 00:19:36.092
And she's like, well, Instagram.

00:19:36.132 --> 00:19:37.792
And I'm like, then start there.

00:19:37.973 --> 00:19:38.994
But don't I need to also be I'm

00:19:39.015 --> 00:19:40.756
like, whoa, you don't have to do anything.

00:19:41.577 --> 00:19:42.479
You don't have to do any of this,

00:19:42.939 --> 00:19:43.140
right?

00:19:43.619 --> 00:19:44.540
But if you wanted to stand out.

00:19:44.580 --> 00:19:46.282
Now she, if I'm remembering correctly,

00:19:46.624 --> 00:19:47.585
physical therapist,

00:19:47.944 --> 00:19:49.205
had a niche in practice.

00:19:49.386 --> 00:19:50.287
I can't remember what it was,

00:19:50.548 --> 00:19:51.368
but she was bilingual.

00:19:51.929 --> 00:19:54.731
And I'm like, that would be a great...

00:19:55.902 --> 00:19:58.223
hook right do either either and i was

00:19:58.365 --> 00:20:00.366
then we were like playing with ideas and

00:20:00.727 --> 00:20:02.147
i'm curious to see what tony would say

00:20:02.628 --> 00:20:04.790
if you're bilingual and you were going to

00:20:04.830 --> 00:20:07.272
make a post would you create an english

00:20:07.292 --> 00:20:09.075
version and a spanish version on the same

00:20:09.115 --> 00:20:10.977
channel or would you have two channels

00:20:10.997 --> 00:20:13.239
that were essentially mirror images but

00:20:13.259 --> 00:20:14.180
just translated

00:20:14.921 --> 00:20:16.021
Yeah, that's tough.

00:20:16.162 --> 00:20:20.285
Like a meta has AI translation to

00:20:20.325 --> 00:20:21.244
different languages.

00:20:21.285 --> 00:20:22.846
And some of those videos do really well

00:20:22.885 --> 00:20:24.227
for me in other languages.

00:20:25.528 --> 00:20:27.328
Historically, you know,

00:20:27.990 --> 00:20:30.451
I've heard good advice on both sides.

00:20:30.490 --> 00:20:33.353
Like one one will say the algorithm will

00:20:33.773 --> 00:20:37.375
distribute the Spanish version to the

00:20:37.415 --> 00:20:38.376
Spanish community.

00:20:39.037 --> 00:20:40.298
Other people will say no,

00:20:40.357 --> 00:20:42.259
make a dedicated channel for that

00:20:42.278 --> 00:20:42.880
community.

00:20:43.400 --> 00:20:44.580
I don't know that there's an answer.

00:20:45.721 --> 00:20:45.862
Uh,

00:20:45.981 --> 00:20:48.183
the cool part about that for me was

00:20:48.263 --> 00:20:49.846
not her getting a million views or

00:20:49.865 --> 00:20:51.126
whatever, whatever she started.

00:20:51.768 --> 00:20:52.868
I said, in the next three days,

00:20:52.909 --> 00:20:53.249
here's what,

00:20:53.308 --> 00:20:54.670
here's what success looks like for me.

00:20:55.770 --> 00:20:56.912
You telling you,

00:20:57.053 --> 00:20:58.294
you showing me your first video.

00:20:58.614 --> 00:21:00.075
And I gave her like one, I literally,

00:21:00.095 --> 00:21:01.236
the only piece of advice I said,

00:21:01.336 --> 00:21:01.957
I would buy, I'm like,

00:21:01.997 --> 00:21:02.738
buy a good microphone.

00:21:03.439 --> 00:21:04.559
Your camera has a good enough.

00:21:04.599 --> 00:21:05.901
Your phone has a good enough camera.

00:21:05.941 --> 00:21:07.041
You don't need anything else.

00:21:07.402 --> 00:21:07.803
You're fine.

00:21:08.967 --> 00:21:09.867
And it's consistency.

00:21:10.028 --> 00:21:11.749
How fast can you get to ten or

00:21:11.769 --> 00:21:12.528
a hundred videos?

00:21:13.990 --> 00:21:15.471
Shoot me a hundred C minuses.

00:21:15.790 --> 00:21:17.051
I'll show you someone who knows how to

00:21:17.092 --> 00:21:18.272
put out a B plus in a hundred

00:21:18.292 --> 00:21:18.833
videos or less.

00:21:18.853 --> 00:21:18.952
Yeah.

00:21:21.974 --> 00:21:23.556
Just showing real quick.

00:21:24.317 --> 00:21:26.998
This is arranged by comments.

00:21:27.498 --> 00:21:28.979
The last twenty eight days.

00:21:29.619 --> 00:21:32.521
So I literally went in the parking lot,

00:21:32.541 --> 00:21:35.303
took a picture of the pavement where there

00:21:35.343 --> 00:21:37.304
is the disability placard.

00:21:37.585 --> 00:21:37.884
Right.

00:21:39.920 --> 00:21:41.539
Um, one thousand three hundred comments,

00:21:42.080 --> 00:21:44.382
you know, and then an AI video,

00:21:44.541 --> 00:21:47.763
an AI image is still photo of an

00:21:47.903 --> 00:21:50.424
osteoarthritic knee next to a replacement

00:21:50.444 --> 00:21:51.665
knee with the prosthesis.

00:21:52.086 --> 00:21:53.606
Again, thirteen hundred comments.

00:21:54.047 --> 00:21:56.708
A text only did describe your total knee

00:21:56.748 --> 00:21:57.808
replacement in one word.

00:21:58.209 --> 00:21:59.329
Twelve hundred comments.

00:21:59.490 --> 00:21:59.750
Yeah,

00:21:59.930 --> 00:22:01.931
one word is a great prompt because it's

00:22:02.070 --> 00:22:03.251
it's a low bar to hit.

00:22:04.269 --> 00:22:08.853
So there's four posts with over a thousand

00:22:08.893 --> 00:22:09.452
comments.

00:22:10.354 --> 00:22:13.695
I mean, it's just crazy.

00:22:13.796 --> 00:22:15.617
If you think about it, it is crazy.

00:22:15.657 --> 00:22:17.459
But I think sometimes we overcomplicate

00:22:17.479 --> 00:22:17.739
things.

00:22:17.818 --> 00:22:19.180
I think most of the time we over

00:22:19.220 --> 00:22:20.540
rather than undercomplicate them.

00:22:21.761 --> 00:22:23.202
Whenever I start talking to people, I say,

00:22:23.222 --> 00:22:25.005
I need you to switch the order of

00:22:25.065 --> 00:22:25.565
words.

00:22:26.205 --> 00:22:27.946
I want you to create media that's social.

00:22:28.807 --> 00:22:30.229
And that's not me trying to be cute.

00:22:32.491 --> 00:22:33.152
When people are like,

00:22:33.172 --> 00:22:34.393
we need to make more social media,

00:22:34.673 --> 00:22:36.512
they're talking about volume and quantity,

00:22:37.113 --> 00:22:38.614
where I want you to think about quality,

00:22:38.933 --> 00:22:40.094
but it doesn't need to take a lot

00:22:40.134 --> 00:22:42.194
of time.

00:22:42.214 --> 00:22:44.115
You don't need to break out film quality

00:22:44.154 --> 00:22:46.615
cameras and scripts and teleprompters to

00:22:46.655 --> 00:22:47.375
get quality.

00:22:48.056 --> 00:22:49.616
Quality is decided by the audience.

00:22:50.037 --> 00:22:51.217
Look at what is playing well.

00:22:51.257 --> 00:22:52.458
I think you and I and Dave do

00:22:52.478 --> 00:22:54.298
this a lot, which is what's this?

00:22:54.538 --> 00:22:54.877
Oh,

00:22:54.998 --> 00:22:56.778
you shared the two videos we can talk

00:22:56.798 --> 00:22:57.019
about.

00:22:57.781 --> 00:22:59.284
from the auto detailers.

00:22:59.924 --> 00:23:00.866
Yeah.

00:23:00.946 --> 00:23:03.130
And one of them was higher quality.

00:23:04.893 --> 00:23:06.915
But I don't know if the production was

00:23:06.976 --> 00:23:08.659
the reason it was a better video.

00:23:09.078 --> 00:23:10.381
Do you want to describe these two?

00:23:10.421 --> 00:23:11.542
And why did you share them?

00:23:11.563 --> 00:23:12.464
We haven't talked about this.

00:23:13.003 --> 00:23:15.045
yeah there's really three so this this was

00:23:15.125 --> 00:23:19.105
on instagram um i've got you know a

00:23:19.205 --> 00:23:21.666
two thousand i don't know five i think

00:23:21.707 --> 00:23:24.647
car and i was like hey i want

00:23:24.688 --> 00:23:26.768
to get it cleaned up like my boys

00:23:26.788 --> 00:23:28.608
are trash in my car there's cleats and

00:23:28.648 --> 00:23:31.250
mud and all the the stuff there i

00:23:31.269 --> 00:23:34.010
start getting ads for car detailing they

00:23:34.030 --> 00:23:35.351
come out to your house they're all the

00:23:35.371 --> 00:23:38.231
same they're like two hundred dollars ish

00:23:39.423 --> 00:23:43.244
one was a young kind of awkward teenage

00:23:43.285 --> 00:23:45.986
guy standing in front of the camera do

00:23:46.006 --> 00:23:48.626
you remember the star wars like lightsaber

00:23:48.666 --> 00:23:51.228
guy yeah one of the first viral videos

00:23:51.268 --> 00:23:53.669
yeah it seemed like him yeah that's right

00:23:53.788 --> 00:23:56.029
this kid reminded me of him yeah he

00:23:56.049 --> 00:23:58.931
was like hey cincinnati you know i'm doing

00:23:58.971 --> 00:24:01.051
this and uh this is what it is

00:24:01.071 --> 00:24:02.892
and this is the deal it's usually and

00:24:02.912 --> 00:24:05.053
we're doing for and it was cute

00:24:05.532 --> 00:24:06.534
i don't know that i would look at

00:24:06.554 --> 00:24:08.535
that kid and be like yeah he's going

00:24:08.555 --> 00:24:10.455
to do a good job right then there

00:24:10.476 --> 00:24:13.037
was one without a person on camera but

00:24:13.257 --> 00:24:15.778
basically a voiceover showing like steam

00:24:15.818 --> 00:24:18.180
cleaning and vacuuming and that was the

00:24:18.279 --> 00:24:20.441
one that i kind of liked um and

00:24:20.461 --> 00:24:22.142
then there was a third version that was

00:24:22.241 --> 00:24:25.364
more kind of synthetic and ai and i

00:24:25.403 --> 00:24:26.964
didn't like that one but i just thought

00:24:27.005 --> 00:24:27.285
you know

00:24:28.544 --> 00:24:31.184
How do these three interplay with me,

00:24:31.224 --> 00:24:32.086
the consumer,

00:24:32.506 --> 00:24:34.126
basically the same price point,

00:24:34.166 --> 00:24:35.788
basically the same promise,

00:24:36.367 --> 00:24:38.328
same geographic area, same everything.

00:24:39.048 --> 00:24:41.671
And then how do we apply that to

00:24:41.810 --> 00:24:44.652
our physical therapy, mobile practices,

00:24:44.711 --> 00:24:45.673
brick and mortar practice?

00:24:46.387 --> 00:24:47.528
I think this goes back to one of

00:24:47.548 --> 00:24:48.608
the first things we were talking about

00:24:48.669 --> 00:24:49.950
today, which is in hiring.

00:24:50.109 --> 00:24:51.550
I think it's transparency.

00:24:51.570 --> 00:24:52.530
I'll give you an example.

00:24:53.511 --> 00:24:55.613
I'm in my town's Facebook group, right?

00:24:55.692 --> 00:24:57.834
And people advertise like yard sales and

00:24:57.854 --> 00:24:58.173
yada yada.

00:24:58.614 --> 00:25:01.756
There's these two kids who are in college

00:25:02.175 --> 00:25:03.576
and it's Liam and something.

00:25:04.116 --> 00:25:05.457
And whenever they come home,

00:25:06.218 --> 00:25:07.678
it's literally like a photo of them.

00:25:07.738 --> 00:25:10.059
It reminded me like almost is a photo,

00:25:10.099 --> 00:25:11.480
but of the first video you're talking

00:25:11.500 --> 00:25:12.740
about, like low quality.

00:25:14.056 --> 00:25:16.198
but they tell a story.

00:25:16.298 --> 00:25:17.119
Hey, it's Liam and Steve.

00:25:17.140 --> 00:25:18.040
We're home from break.

00:25:18.320 --> 00:25:19.561
We'd love to help you with all the

00:25:19.582 --> 00:25:20.623
things you don't want to do.

00:25:21.144 --> 00:25:23.026
We do garage clean out, landscaping.

00:25:23.307 --> 00:25:24.528
We're just two kids trying to put our

00:25:24.548 --> 00:25:26.470
way through college.

00:25:26.549 --> 00:25:28.451
And I think what that does is if

00:25:28.471 --> 00:25:30.193
you've been college kids or you've been

00:25:30.253 --> 00:25:31.855
nineteen and you had no money,

00:25:32.796 --> 00:25:34.759
you instantly go, yeah,

00:25:35.099 --> 00:25:36.362
because this is what we need.

00:25:36.481 --> 00:25:37.463
We need kids who want to,

00:25:37.683 --> 00:25:39.186
these kids today don't want to work.

00:25:39.567 --> 00:25:39.907
Good.

00:25:39.968 --> 00:25:40.788
That's the trope.

00:25:40.828 --> 00:25:42.172
That's the cliche.

00:25:42.551 --> 00:25:43.634
They're the opposite.

00:25:44.280 --> 00:25:45.121
and they're doing that.

00:25:46.182 --> 00:25:46.882
So if you were like,

00:25:47.041 --> 00:25:48.863
look at this kid, he is awkward.

00:25:49.363 --> 00:25:51.242
Man, that kid, I wanna help him out.

00:25:52.544 --> 00:25:53.683
So it's not that any of these are

00:25:53.703 --> 00:25:54.404
gonna be better.

00:25:54.525 --> 00:25:56.285
I think, obviously, if you're gonna A, B,

00:25:56.305 --> 00:25:57.105
and C test these,

00:25:57.246 --> 00:25:58.365
some things are gonna pop.

00:25:58.865 --> 00:26:01.386
But for the person who wants two things,

00:26:01.606 --> 00:26:02.467
their car cleaned,

00:26:02.928 --> 00:26:04.468
and to help out the plucky kid who's

00:26:04.488 --> 00:26:06.269
a little awkward, that kid wins.

00:26:06.969 --> 00:26:08.132
But if it's, listen,

00:26:08.311 --> 00:26:08.972
I got a little dirt.

00:26:09.012 --> 00:26:10.336
I got to get off my shoulder here.

00:26:10.375 --> 00:26:11.357
I'm a little classier.

00:26:11.519 --> 00:26:13.382
I'm going to go with the flashier video

00:26:13.643 --> 00:26:15.867
because I align with that.

00:26:15.968 --> 00:26:17.150
I got one more example.

00:26:18.193 --> 00:26:20.576
This got me to go spend two hundred

00:26:20.596 --> 00:26:23.218
and fifty bucks on plants.

00:26:23.459 --> 00:26:23.878
Tony,

00:26:24.779 --> 00:26:26.661
I could count on one hand how many

00:26:26.721 --> 00:26:28.061
times in my life I bought plants.

00:26:28.363 --> 00:26:28.923
It's that number.

00:26:28.962 --> 00:26:29.363
It's one.

00:26:29.683 --> 00:26:31.786
OK, in the local Facebook group,

00:26:32.046 --> 00:26:32.905
somebody else,

00:26:33.307 --> 00:26:35.228
maybe they're related to this greenhouse.

00:26:35.749 --> 00:26:37.671
Maybe they're just pissed off that this

00:26:37.691 --> 00:26:38.010
happened.

00:26:38.351 --> 00:26:39.832
This woman tells a story how this

00:26:39.892 --> 00:26:41.153
family-owned greenhouse,

00:26:41.653 --> 00:26:43.094
you can tell the family's house is in

00:26:43.114 --> 00:26:44.595
the back on a busy road.

00:26:44.914 --> 00:26:45.675
And then in the front,

00:26:45.836 --> 00:26:47.237
right in front of this busy road is

00:26:47.277 --> 00:26:49.377
like three greenhouses and their store,

00:26:49.397 --> 00:26:49.959
their business.

00:26:50.598 --> 00:26:52.640
And they did almost like a news story

00:26:52.839 --> 00:26:55.162
with photos and text how someone went over

00:26:55.182 --> 00:26:55.902
there in the middle of the night,

00:26:56.022 --> 00:26:56.823
took a razor blade,

00:26:57.242 --> 00:26:58.784
slashed all their greenhouses.

00:26:59.265 --> 00:27:01.066
A bunch of plants died because of,

00:27:01.086 --> 00:27:02.426
I don't know, the heat, got cold,

00:27:02.467 --> 00:27:03.106
something, something.

00:27:03.326 --> 00:27:05.268
They slashed the family's pool,

00:27:05.288 --> 00:27:05.949
everything.

00:27:06.288 --> 00:27:08.250
And they did thousands of dollars in

00:27:08.290 --> 00:27:08.671
damage.

00:27:09.192 --> 00:27:11.413
And I said,

00:27:11.634 --> 00:27:13.134
I needed to get some plants because people

00:27:13.154 --> 00:27:15.957
have been telling me your house looks like

00:27:15.977 --> 00:27:16.538
a frat house.

00:27:16.577 --> 00:27:17.699
Like it's just a dude who lives there.

00:27:17.719 --> 00:27:18.019
Like, well,

00:27:18.038 --> 00:27:18.940
it is just a dude who lives there.

00:27:19.119 --> 00:27:20.280
Put some plants in your house, Jimmy.

00:27:20.641 --> 00:27:21.882
And this put me over the edge.

00:27:21.922 --> 00:27:23.383
I was like, they're down my street.

00:27:24.260 --> 00:27:24.981
That's screwed up.

00:27:25.061 --> 00:27:25.801
I want to help them.

00:27:26.623 --> 00:27:27.703
I don't want to just go throw money

00:27:27.723 --> 00:27:28.305
in a donation.

00:27:28.404 --> 00:27:29.665
I want to help their business.

00:27:30.146 --> 00:27:30.626
So I did.

00:27:30.666 --> 00:27:31.907
I went and dropped like two hundred twenty

00:27:31.928 --> 00:27:32.788
fifty bucks on plants.

00:27:33.028 --> 00:27:33.930
She was terribly nice.

00:27:33.970 --> 00:27:34.570
I literally just said,

00:27:34.971 --> 00:27:35.892
I need you to give me plants that

00:27:36.172 --> 00:27:38.114
even I can't kill and they got to

00:27:38.134 --> 00:27:38.795
be outside.

00:27:38.855 --> 00:27:39.134
And, you know,

00:27:39.154 --> 00:27:40.016
I'm going to plant them now.

00:27:40.056 --> 00:27:40.455
It's all good.

00:27:40.516 --> 00:27:41.356
And she was like, got it.

00:27:41.396 --> 00:27:41.958
You want this?

00:27:42.298 --> 00:27:43.019
And she was awesome.

00:27:43.955 --> 00:27:46.036
Then that story gets picked up by the

00:27:46.056 --> 00:27:47.497
local actual TV news.

00:27:47.656 --> 00:27:48.757
So now it gets even more.

00:27:48.777 --> 00:27:49.876
And I'm like, this is awesome.

00:27:50.257 --> 00:27:51.357
I go to the comment section.

00:27:51.577 --> 00:27:53.038
I see people going,

00:27:53.417 --> 00:27:54.357
you should buy a gun.

00:27:54.657 --> 00:27:55.659
You should buy a camera.

00:27:55.878 --> 00:27:56.818
You should buy a dog.

00:27:56.979 --> 00:27:57.778
And I just commented,

00:27:58.019 --> 00:27:59.259
you should all buy some plants.

00:28:00.640 --> 00:28:02.059
Those are all great things that she should

00:28:02.079 --> 00:28:03.480
have done six weeks ago.

00:28:03.599 --> 00:28:04.260
She didn't.

00:28:04.681 --> 00:28:05.480
Also, a camera.

00:28:06.576 --> 00:28:07.636
Would you show you some dude in a

00:28:07.676 --> 00:28:08.676
hoodie with a razor blade?

00:28:08.717 --> 00:28:09.417
Like that ain't going to help.

00:28:09.877 --> 00:28:11.598
Buy some plants is my story.

00:28:11.699 --> 00:28:13.980
So that's an example of real media that

00:28:14.019 --> 00:28:17.080
told a story that hopefully got them back

00:28:17.101 --> 00:28:18.501
to at least zero, right?

00:28:18.541 --> 00:28:19.942
Got them back to where they were before

00:28:20.262 --> 00:28:21.083
pre-razor blade.

00:28:21.523 --> 00:28:22.844
But telling good stories,

00:28:23.224 --> 00:28:24.664
people want to rally behind them.

00:28:24.704 --> 00:28:26.185
And the realer they are,

00:28:26.746 --> 00:28:28.807
I think the more they spread,

00:28:28.826 --> 00:28:29.867
the more people look at them and want,

00:28:30.008 --> 00:28:31.449
even in an era of AI.

00:28:32.169 --> 00:28:34.329
And our clinic is full of real stories.

00:28:34.589 --> 00:28:35.090
Full of them.

00:28:35.290 --> 00:28:35.651
Yes.

00:28:36.558 --> 00:28:37.779
One hundred percent full of them.

00:28:38.420 --> 00:28:40.121
And I think the barrier,

00:28:40.161 --> 00:28:41.421
there's a couple of barriers to telling

00:28:41.441 --> 00:28:43.842
them, I don't know how to do this.

00:28:43.902 --> 00:28:45.282
I feel awkward as the clinician or the

00:28:45.323 --> 00:28:45.923
clinic owner.

00:28:46.123 --> 00:28:47.423
I'd feel awkward asking.

00:28:48.865 --> 00:28:50.384
I wouldn't know exactly how to do it.

00:28:50.404 --> 00:28:51.125
It would be too whatever.

00:28:51.465 --> 00:28:54.007
But you've found that people are what's

00:28:54.027 --> 00:28:55.968
your batting average of if you ask ten

00:28:56.008 --> 00:28:57.428
people, how many of them say yes?

00:28:57.848 --> 00:28:59.809
How many of them say no?

00:28:59.849 --> 00:29:02.411
So what to share in the video like

00:29:02.451 --> 00:29:02.830
patients?

00:29:04.106 --> 00:29:04.728
I mean,

00:29:04.748 --> 00:29:06.949
I'd say in ten years of doing it

00:29:06.989 --> 00:29:09.090
seriously, probably three have said no.

00:29:09.111 --> 00:29:09.990
Wow.

00:29:10.030 --> 00:29:11.311
Three out of ten years.

00:29:11.332 --> 00:29:11.892
That's pretty good.

00:29:11.912 --> 00:29:13.733
Many thousands have said yes.

00:29:13.913 --> 00:29:14.233
Right.

00:29:14.814 --> 00:29:16.394
And then if, you know,

00:29:17.256 --> 00:29:19.237
I think the next is people feel like

00:29:19.257 --> 00:29:20.438
they need to aim for perfection,

00:29:20.738 --> 00:29:21.838
which is why the next question is,

00:29:21.858 --> 00:29:22.878
what do I have to buy?

00:29:23.180 --> 00:29:24.039
What do I have to get?

00:29:24.400 --> 00:29:25.381
How long does it take?

00:29:25.480 --> 00:29:28.702
And the answer should be barely anything.

00:29:29.083 --> 00:29:31.964
Get a twenty nine dollar microphone off of

00:29:32.065 --> 00:29:32.905
whatever for your phone.

00:29:33.486 --> 00:29:34.926
Your phone has a good enough camera for

00:29:34.946 --> 00:29:36.008
video and photo.

00:29:36.929 --> 00:29:39.330
And then look at ten videos of Tony's.

00:29:39.951 --> 00:29:42.353
And then I love when people steal my

00:29:42.373 --> 00:29:43.753
format, steal the strategy.

00:29:43.854 --> 00:29:47.155
Because there's more collaboration than

00:29:47.195 --> 00:29:48.356
there is competition, right?

00:29:48.376 --> 00:29:49.758
Like the person who makes the video in

00:29:49.798 --> 00:29:51.900
California is not competing for patients

00:29:51.920 --> 00:29:52.420
with Tony.

00:29:52.440 --> 00:29:53.260
What's the problem here?

00:29:53.560 --> 00:29:53.881
In fact,

00:29:53.921 --> 00:29:56.423
it probably helps the profession overall.

00:29:57.263 --> 00:29:58.464
Yeah, absolutely.

00:30:00.306 --> 00:30:02.228
Anything else on this topic before we move

00:30:02.307 --> 00:30:02.387
on?

00:30:03.590 --> 00:30:04.551
On this specifically?

00:30:05.873 --> 00:30:06.314
No,

00:30:06.433 --> 00:30:08.494
but we veered off of what you asked

00:30:08.515 --> 00:30:10.057
me in the beginning, which was hiring.

00:30:10.076 --> 00:30:11.377
Yeah, yeah.

00:30:11.417 --> 00:30:12.999
So I will share,

00:30:13.078 --> 00:30:14.460
I'll find some of the posts in a

00:30:14.519 --> 00:30:15.961
second, but I mean,

00:30:16.162 --> 00:30:18.943
my latest post has been getting some

00:30:19.003 --> 00:30:20.484
pretty good, my last series,

00:30:20.904 --> 00:30:22.105
I decided to do a series.

00:30:22.586 --> 00:30:23.366
I'm actually following,

00:30:23.667 --> 00:30:25.088
Larry Benz is teaching me about

00:30:25.128 --> 00:30:25.769
communications.

00:30:26.309 --> 00:30:27.451
Larry's very big in,

00:30:27.471 --> 00:30:28.731
I'm going to write an article for his

00:30:28.791 --> 00:30:29.332
sub stack,

00:30:30.472 --> 00:30:31.773
but it's going to be part one of

00:30:31.834 --> 00:30:32.634
a five-part series.

00:30:33.731 --> 00:30:36.053
Because I think if he wrote one article

00:30:36.073 --> 00:30:37.513
that was five times as long,

00:30:37.753 --> 00:30:39.795
it would be, it's too much.

00:30:40.035 --> 00:30:41.214
So he was smart enough,

00:30:41.234 --> 00:30:42.076
that's his strategy.

00:30:42.395 --> 00:30:43.395
So I started doing that.

00:30:43.415 --> 00:30:43.856
I was like, okay,

00:30:44.196 --> 00:30:45.416
five parts of the series,

00:30:45.778 --> 00:30:46.637
five days in a week,

00:30:47.097 --> 00:30:48.098
this is what I'm gonna do for the

00:30:48.118 --> 00:30:48.358
week.

00:30:49.019 --> 00:30:50.880
And they're doing not half bad.

00:30:53.061 --> 00:30:54.423
This one has been doing well because I

00:30:54.442 --> 00:30:55.864
think I've been working a lot on the

00:30:55.923 --> 00:30:56.263
hook.

00:30:56.403 --> 00:30:58.265
And the hook for this one is physical

00:30:58.285 --> 00:31:00.105
therapy hiring is basically two strangers

00:31:00.185 --> 00:31:01.606
lying politely to each other for forty

00:31:01.646 --> 00:31:03.827
five minutes and hoping the next two

00:31:03.847 --> 00:31:05.949
thousand hours work out.

00:31:06.028 --> 00:31:06.349
Yeah.

00:31:06.410 --> 00:31:08.750
And I've been very careful to not take

00:31:08.790 --> 00:31:12.232
a side because I want to play Switzerland

00:31:12.252 --> 00:31:14.294
because I actually think it's both

00:31:14.394 --> 00:31:15.954
nobody's fault and everybody's fault the

00:31:15.994 --> 00:31:16.734
exact same time.

00:31:17.336 --> 00:31:19.016
And that post walks through the dance that

00:31:19.036 --> 00:31:19.297
we do.

00:31:20.538 --> 00:31:22.359
I'm sort of taking the clinician side a

00:31:22.400 --> 00:31:24.082
little more on this particular post

00:31:24.102 --> 00:31:26.703
because I'm saying I did this with AI.

00:31:27.325 --> 00:31:28.645
Hey, you know, Claude,

00:31:28.685 --> 00:31:31.469
go find me one hundred random PT job

00:31:31.509 --> 00:31:32.049
descriptions.

00:31:32.309 --> 00:31:33.570
And it did that random.

00:31:33.691 --> 00:31:34.092
It went to it.

00:31:34.132 --> 00:31:34.852
But I watched it, too.

00:31:34.892 --> 00:31:35.553
I watched the thing.

00:31:35.573 --> 00:31:37.214
It was going to indeed and did it.

00:31:38.038 --> 00:31:39.238
now i want you to create a word

00:31:39.298 --> 00:31:41.578
cloud for all the words that get used

00:31:41.759 --> 00:31:43.159
over and over and over and over again

00:31:43.619 --> 00:31:44.960
right and then i want you to create

00:31:44.980 --> 00:31:47.621
a separate list of outlier words that like

00:31:47.760 --> 00:31:50.240
never appear and of course the list of

00:31:50.481 --> 00:31:52.182
words that appear in every one competitive

00:31:52.201 --> 00:31:54.182
salary fast-paced environment all the

00:31:54.202 --> 00:31:56.942
cliches were apparent yeah and then i just

00:31:56.982 --> 00:31:58.683
said listen a couple things

00:31:59.772 --> 00:32:01.614
You're not telling any story.

00:32:01.634 --> 00:32:04.234
So when people say job boards don't work,

00:32:04.295 --> 00:32:04.976
I go, no,

00:32:05.135 --> 00:32:08.037
you're just fishing with invisible bait.

00:32:09.038 --> 00:32:11.058
There's nothing to discern these ten posts

00:32:11.078 --> 00:32:12.759
from each other other than salary,

00:32:13.039 --> 00:32:15.941
if they even list it, or location, right?

00:32:15.961 --> 00:32:16.761
So I'm guessing.

00:32:17.201 --> 00:32:18.762
And then you're confused why more people

00:32:18.803 --> 00:32:20.703
don't apply or why you have to go

00:32:20.743 --> 00:32:22.444
through a whole stack of hay to find

00:32:22.484 --> 00:32:22.904
a needle.

00:32:23.565 --> 00:32:24.506
You're being beige.

00:32:25.386 --> 00:32:27.109
And then I even said the clinics pay

00:32:27.130 --> 00:32:28.191
a sameness tax.

00:32:28.811 --> 00:32:30.314
What I mean by that is, let's say,

00:32:30.654 --> 00:32:31.576
God forbid,

00:32:31.876 --> 00:32:34.440
you did create an amazing clinic that did

00:32:34.500 --> 00:32:35.301
all the things.

00:32:35.721 --> 00:32:36.544
And you're sitting here going,

00:32:36.584 --> 00:32:37.224
look at this thing.

00:32:37.244 --> 00:32:37.865
We invested.

00:32:38.185 --> 00:32:38.567
We made.

00:32:38.686 --> 00:32:40.308
We have all the things that PTs are

00:32:40.328 --> 00:32:40.710
looking for.

00:32:42.315 --> 00:32:43.935
but the job posting was boring as hell.

00:32:44.135 --> 00:32:46.497
Imagine if Josh Funk wrote boring posts.

00:32:47.018 --> 00:32:48.939
He'd be like, look at this dope facility.

00:32:48.979 --> 00:32:49.898
Why is no one showing up?

00:32:50.199 --> 00:32:51.740
And I'm saying you did the hard work

00:32:51.759 --> 00:32:53.661
of creating the environment and then you

00:32:53.701 --> 00:32:55.541
put up a beige post.

00:32:56.482 --> 00:32:58.584
So I'm sort of taking the clinician side

00:32:58.703 --> 00:33:03.246
maybe a little more because they really

00:33:03.826 --> 00:33:07.167
can't change the post or they can't read

00:33:07.989 --> 00:33:09.308
between the lines because the lines are

00:33:09.328 --> 00:33:10.049
all the same.

00:33:12.324 --> 00:33:15.165
I think there's a buyer's market and a

00:33:15.205 --> 00:33:15.965
seller's market.

00:33:17.926 --> 00:33:20.909
It is a buyer's market right now.

00:33:20.949 --> 00:33:22.388
The buyer is the clinician.

00:33:23.309 --> 00:33:25.310
They command the conversation,

00:33:25.391 --> 00:33:26.751
they command the salaries,

00:33:26.771 --> 00:33:28.192
they command everything.

00:33:28.772 --> 00:33:30.432
And even locally here, I mean,

00:33:30.834 --> 00:33:32.354
one of the topics I pitched to you

00:33:32.394 --> 00:33:34.214
about today was rationing care.

00:33:34.756 --> 00:33:36.797
Like when do we have the conversation

00:33:36.836 --> 00:33:39.137
about rationing physical therapy care?

00:33:40.597 --> 00:33:42.259
because we don't have enough to go around.

00:33:42.839 --> 00:33:44.319
And so the therapist who wants to take

00:33:44.359 --> 00:33:45.921
somebody through forty visits,

00:33:46.580 --> 00:33:49.942
they're taking away thirty visits from

00:33:50.022 --> 00:33:50.643
other people.

00:33:50.682 --> 00:33:53.023
They're denying care to three or four

00:33:53.244 --> 00:33:55.165
other patients if they would have split

00:33:55.205 --> 00:33:57.547
the forty visits across four people

00:33:57.606 --> 00:33:59.448
instead of dedicating the one.

00:34:00.087 --> 00:34:01.709
Nobody is talking about that.

00:34:02.509 --> 00:34:04.050
I took two or three calls this week,

00:34:04.070 --> 00:34:05.251
and I don't want to change the topic

00:34:05.271 --> 00:34:05.872
from recruiting,

00:34:05.912 --> 00:34:08.934
but I took two or three calls this

00:34:08.994 --> 00:34:09.275
week.

00:34:09.755 --> 00:34:11.498
Every single one of them was like,

00:34:11.577 --> 00:34:12.418
I called the hospital.

00:34:12.478 --> 00:34:13.239
I can't get into October.

00:34:13.259 --> 00:34:16.762
Okay, well, we'll see you tomorrow.

00:34:17.523 --> 00:34:19.744
I can make the schedule work,

00:34:19.864 --> 00:34:21.027
even though we're booked.

00:34:21.746 --> 00:34:23.327
I can make the schedule work to get

00:34:23.367 --> 00:34:25.128
you in within twenty four hours.

00:34:25.148 --> 00:34:26.728
Right.

00:34:26.748 --> 00:34:28.550
But like I had a patient yesterday,

00:34:28.730 --> 00:34:29.809
been seeing her for months.

00:34:30.050 --> 00:34:31.931
I want to refer her to an OT.

00:34:32.070 --> 00:34:33.952
There is no OT for me to refer

00:34:33.992 --> 00:34:34.351
her to.

00:34:34.992 --> 00:34:36.612
I want a mobile OT will go out

00:34:36.632 --> 00:34:37.172
to the house.

00:34:37.253 --> 00:34:37.913
Doesn't exist.

00:34:38.592 --> 00:34:40.653
Best case scenario is I make her go

00:34:40.693 --> 00:34:43.135
to the hospital for outpatient OT there.

00:34:43.934 --> 00:34:44.976
It's going to be, you know,

00:34:45.076 --> 00:34:46.496
months before she can get in.

00:34:46.516 --> 00:34:47.556
There's no priority.

00:34:48.623 --> 00:34:50.905
And it's I, I just give up,

00:34:51.266 --> 00:34:52.407
I don't refer anymore.

00:34:53.186 --> 00:34:54.427
You know, and so like,

00:34:54.467 --> 00:34:55.268
that's what I've said,

00:34:55.509 --> 00:34:57.070
I think is the biggest threat to the

00:34:57.110 --> 00:35:00.751
profession is the people who refer to our

00:35:01.072 --> 00:35:04.295
our profession are gonna quit referring

00:35:04.335 --> 00:35:06.695
because there's no one to refer to.

00:35:06.715 --> 00:35:09.117
Yeah, you can find alternatives.

00:35:09.358 --> 00:35:10.978
How many times is a physician going to

00:35:11.018 --> 00:35:12.820
touch the stove and burn themselves before

00:35:12.840 --> 00:35:13.661
they stop touching,

00:35:13.701 --> 00:35:15.143
before they stop reaching for the stove?

00:35:15.603 --> 00:35:16.744
How many times are they going to refer

00:35:16.784 --> 00:35:17.164
to us?

00:35:17.284 --> 00:35:19.385
And then they hear back from that patient.

00:35:19.405 --> 00:35:19.885
They say, well,

00:35:19.905 --> 00:35:21.106
it's an eight-week wait list.

00:35:22.128 --> 00:35:23.528
And they get frustrated and they just stop

00:35:23.588 --> 00:35:24.070
altogether.

00:35:24.530 --> 00:35:24.710
Yeah.

00:35:24.750 --> 00:35:24.909
Right?

00:35:24.969 --> 00:35:26.311
Wasn't this the big thing?

00:35:26.331 --> 00:35:27.572
Yeah.

00:35:27.592 --> 00:35:27.972
I don't know.

00:35:28.032 --> 00:35:28.353
Fifteen,

00:35:28.393 --> 00:35:29.893
twenty years ago when physician-owned

00:35:29.934 --> 00:35:31.094
practices were the thing, they're like,

00:35:31.114 --> 00:35:31.195
well,

00:35:31.215 --> 00:35:32.635
they're never going to refer out to us.

00:35:33.056 --> 00:35:34.318
It's like, well, now you're so full.

00:35:36.215 --> 00:35:36.855
Your waitlist,

00:35:37.014 --> 00:35:38.536
and people will get into it.

00:35:38.556 --> 00:35:40.016
They'll be pro or anti.

00:35:40.115 --> 00:35:42.516
Some people wear their waitlist length as

00:35:42.536 --> 00:35:43.277
a badge of honor.

00:35:44.057 --> 00:35:46.038
We're six weeks out, man.

00:35:46.278 --> 00:35:47.918
As they wipe the dirt off their shoulder

00:35:47.938 --> 00:35:48.798
and they're like,

00:35:49.420 --> 00:35:50.320
buffing their fingernails.

00:35:50.340 --> 00:35:51.780
We're six weeks out, bro.

00:35:51.800 --> 00:35:52.701
That's how good we are.

00:35:53.880 --> 00:35:55.101
How do you measure efficiency?

00:35:55.521 --> 00:35:56.382
Or how do you measure good?

00:35:56.782 --> 00:35:57.501
Is it efficient?

00:35:57.922 --> 00:35:58.722
Are you available?

00:35:59.688 --> 00:36:00.690
Um, you know,

00:36:00.971 --> 00:36:02.853
I sort of flirted with the lady at

00:36:02.873 --> 00:36:04.657
the dentist's office to get my dad and

00:36:04.998 --> 00:36:05.820
within seven days,

00:36:05.840 --> 00:36:06.782
cause he had a broken tooth.

00:36:06.802 --> 00:36:09.967
She was like, I dunno, it's, it's August,

00:36:10.068 --> 00:36:10.708
October.

00:36:10.949 --> 00:36:12.192
And I was like, oh yeah.

00:36:14.076 --> 00:36:14.876
I'm like, well,

00:36:15.157 --> 00:36:16.797
he's a retired New York City fireman.

00:36:16.818 --> 00:36:17.637
He's in pain.

00:36:17.798 --> 00:36:18.599
He broke a tooth.

00:36:18.639 --> 00:36:19.420
And she's like, all right,

00:36:19.500 --> 00:36:20.721
let me help out.

00:36:20.760 --> 00:36:21.840
But if I had been on the phone

00:36:22.021 --> 00:36:23.402
and I hadn't been schmoozing the,

00:36:23.442 --> 00:36:24.402
you know,

00:36:24.463 --> 00:36:25.804
sixty five year old receptionist,

00:36:25.884 --> 00:36:26.463
I have no shame.

00:36:26.523 --> 00:36:27.844
And I will flirt with a sixty five

00:36:27.945 --> 00:36:29.126
year old receptionist to get my dad's

00:36:29.166 --> 00:36:29.726
tooth looked at.

00:36:29.847 --> 00:36:30.487
And I had to.

00:36:30.967 --> 00:36:32.268
But like, that's the problem, right?

00:36:32.327 --> 00:36:34.010
Not enough dentists, not enough PTs,

00:36:34.050 --> 00:36:34.909
not enough, not enough.

00:36:35.289 --> 00:36:36.451
And then you have people saying there's no

00:36:36.731 --> 00:36:38.192
there's no there's no opportunity in the

00:36:38.211 --> 00:36:38.612
profession.

00:36:39.286 --> 00:36:40.706
So now this is where we go back

00:36:40.748 --> 00:36:42.289
to recruiting, to culture.

00:36:42.329 --> 00:36:42.969
It's like, all right,

00:36:42.989 --> 00:36:45.552
so if the candidate is saying,

00:36:45.753 --> 00:36:47.414
I want an hour with every patient,

00:36:47.894 --> 00:36:49.777
I want to determine when I discharge,

00:36:49.996 --> 00:36:51.657
I want the potential to see a patient

00:36:51.677 --> 00:36:53.579
for twenty four visits over multiple

00:36:53.619 --> 00:36:53.940
months.

00:36:54.985 --> 00:36:55.847
That's nice,

00:36:56.327 --> 00:36:58.389
but that's going to put me out of

00:36:58.429 --> 00:36:58.971
business.

00:37:00.112 --> 00:37:02.135
It's not even that I can't afford that.

00:37:02.916 --> 00:37:05.920
I literally cannot offer that because one

00:37:05.980 --> 00:37:08.822
of our differentiating factors is we will

00:37:08.983 --> 00:37:10.605
always get a new patient in.

00:37:10.644 --> 00:37:10.865
Right.

00:37:11.967 --> 00:37:13.547
I guess that should be lesson one,

00:37:13.588 --> 00:37:15.130
which is what is your differentiating

00:37:15.170 --> 00:37:15.570
factor?

00:37:15.989 --> 00:37:17.371
And we can tie these things right

00:37:17.391 --> 00:37:17.771
together.

00:37:18.251 --> 00:37:20.454
Because if it's high-paced environment,

00:37:20.875 --> 00:37:21.275
friendly,

00:37:22.056 --> 00:37:23.757
if it's all the cliches and the tropes

00:37:23.777 --> 00:37:25.659
that you're going to see, that ain't it.

00:37:25.798 --> 00:37:27.840
Because now it's the sea of sameness.

00:37:27.880 --> 00:37:28.922
How are you going to stand out in

00:37:28.942 --> 00:37:29.483
the sea of...

00:37:30.003 --> 00:37:31.224
of sameness and you're going to pay a

00:37:31.284 --> 00:37:31.985
tax for that.

00:37:32.184 --> 00:37:32.445
Right.

00:37:33.166 --> 00:37:34.686
I helped someone.

00:37:35.007 --> 00:37:35.907
I won't say who,

00:37:36.088 --> 00:37:37.208
until I ask his permission,

00:37:37.748 --> 00:37:39.670
but I saw someone writing a cheesy,

00:37:39.751 --> 00:37:41.773
boring job description on LinkedIn and we

00:37:41.793 --> 00:37:42.253
were connected.

00:37:42.313 --> 00:37:43.974
So I DM him and said, Hey man,

00:37:44.875 --> 00:37:47.257
can you send me the actual,

00:37:48.478 --> 00:37:49.539
the thing they shared was sort of a

00:37:49.599 --> 00:37:50.340
truncated version.

00:37:50.739 --> 00:37:51.740
Give me the full thing.

00:37:52.121 --> 00:37:53.762
And he goes, okay, here you go.

00:37:53.842 --> 00:37:55.224
And then I sort of AI'd it,

00:37:55.583 --> 00:37:56.465
gave it to him.

00:37:57.559 --> 00:38:00.240
And it was blatantly transparent, true,

00:38:00.340 --> 00:38:03.280
honest, to the point where two days later,

00:38:03.340 --> 00:38:05.922
I saw another clinician screenshot it and

00:38:05.961 --> 00:38:06.782
sort of bash it.

00:38:07.362 --> 00:38:09.643
This guy's saying, sixty visits a week.

00:38:10.302 --> 00:38:11.603
And I look at that and say,

00:38:12.262 --> 00:38:13.702
if you don't want sixty visits a week,

00:38:13.943 --> 00:38:15.384
I don't want you applying because that's

00:38:15.403 --> 00:38:16.043
what we do here.

00:38:16.443 --> 00:38:17.704
If this is bad for you,

00:38:18.083 --> 00:38:19.164
I don't want you to apply.

00:38:19.684 --> 00:38:21.644
So like that guy bashing the job

00:38:21.664 --> 00:38:22.824
description proved my point,

00:38:23.144 --> 00:38:24.965
which is your job description

00:38:26.072 --> 00:38:26.391
Therefore,

00:38:26.512 --> 00:38:29.695
your clinic description should remove

00:38:29.876 --> 00:38:31.637
everybody who when you see them on your

00:38:31.717 --> 00:38:32.378
schedule and you go,

00:38:32.418 --> 00:38:33.298
that's not a good fit.

00:38:33.739 --> 00:38:35.181
They should never, ever,

00:38:35.300 --> 00:38:37.001
ever even get past the website.

00:38:37.282 --> 00:38:38.664
They should never get to the phone call

00:38:38.704 --> 00:38:39.905
or the form of the front desk.

00:38:40.144 --> 00:38:41.547
And God forbid, get on your schedule.

00:38:42.166 --> 00:38:43.427
My last patient as a student,

00:38:43.447 --> 00:38:44.208
I've told this story,

00:38:44.608 --> 00:38:46.150
was a pediatric patient.

00:38:47.121 --> 00:38:49.864
like a under-thirteen-year-old who had a

00:38:49.943 --> 00:38:52.686
TMJ that frequently dislocates.

00:38:53.186 --> 00:38:54.108
And I remember being like,

00:38:54.929 --> 00:38:56.050
I know I'm supposed to be a general

00:38:56.130 --> 00:38:57.411
outpatient orthopedic PT,

00:38:57.431 --> 00:38:58.853
but I don't want to go anywhere near

00:38:58.913 --> 00:38:59.193
that.

00:38:59.353 --> 00:39:00.894
And my CI was like, oh, hard no.

00:39:00.934 --> 00:39:01.775
How did that get on the tip?

00:39:01.795 --> 00:39:02.717
Like, no, no, no, no, no, no.

00:39:02.856 --> 00:39:04.257
I know the perfect PT to send them

00:39:04.297 --> 00:39:05.639
to, twenty minutes away.

00:39:06.260 --> 00:39:08.021
But your job description or your clinic

00:39:08.041 --> 00:39:11.442
description should be more exclusive than

00:39:11.601 --> 00:39:12.242
inclusive.

00:39:12.362 --> 00:39:13.722
And I think as we have the Peace

00:39:13.742 --> 00:39:14.242
Corps gene,

00:39:14.543 --> 00:39:15.963
we want to be everything to everybody.

00:39:16.003 --> 00:39:17.403
And I think that is doing everybody a

00:39:17.523 --> 00:39:18.744
disservice.

00:39:18.864 --> 00:39:19.644
Yeah.

00:39:19.844 --> 00:39:20.065
Yeah.

00:39:20.105 --> 00:39:21.105
So during your...

00:39:22.146 --> 00:39:23.326
Scott is saying if you have a waiting

00:39:23.346 --> 00:39:25.626
list more than forty eight hours.

00:39:26.246 --> 00:39:27.447
Love the bold statement.

00:39:27.487 --> 00:39:28.248
Look at that.

00:39:28.387 --> 00:39:29.208
Forty eight hours.

00:39:29.748 --> 00:39:30.889
You have a problem.

00:39:31.635 --> 00:39:33.179
This type of problem is where the,

00:39:33.219 --> 00:39:35.442
this type of problem is where the profit

00:39:35.501 --> 00:39:35.603
is.

00:39:35.902 --> 00:39:37.405
Have a fixer mindset.

00:39:37.865 --> 00:39:39.409
I don't know how to agree more with

00:39:39.429 --> 00:39:40.210
something like that.

00:39:40.349 --> 00:39:43.094
Scott, what is yours, Tony?

00:39:43.114 --> 00:39:43.355
You said,

00:39:45.003 --> 00:39:46.443
Yeah, objectively,

00:39:46.704 --> 00:39:49.065
our metric was twenty four hours from the

00:39:49.085 --> 00:39:49.746
phone call.

00:39:49.786 --> 00:39:51.967
So if you call, I like that.

00:39:52.027 --> 00:39:53.869
We want you on the schedule booked for

00:39:53.889 --> 00:39:55.530
an appointment within twenty four hours.

00:39:55.590 --> 00:39:55.811
Now,

00:39:55.871 --> 00:39:58.893
there are occasions where the patient

00:39:59.092 --> 00:40:01.355
post-surgical isn't allowed to start less

00:40:01.394 --> 00:40:02.695
than twenty four hours.

00:40:02.775 --> 00:40:03.076
Right.

00:40:03.135 --> 00:40:05.597
But too much can happen between now and

00:40:05.617 --> 00:40:05.818
then.

00:40:06.038 --> 00:40:07.938
And the reality is like we get people

00:40:07.978 --> 00:40:08.619
are like, oh,

00:40:08.679 --> 00:40:10.621
let's look at next month's calendar and

00:40:10.940 --> 00:40:11.762
I'll book an appointment.

00:40:11.782 --> 00:40:14.384
No, I call us back next month.

00:40:14.864 --> 00:40:17.666
Don't call me now because I'm going to

00:40:17.686 --> 00:40:18.527
get you in right now.

00:40:19.266 --> 00:40:20.447
Let's see what Ben is saying because I

00:40:20.487 --> 00:40:21.809
like what Ben takes the other points.

00:40:21.969 --> 00:40:23.289
I can argue the other way not because

00:40:23.329 --> 00:40:23.871
I believe it,

00:40:24.391 --> 00:40:25.992
but you can make the argument that it

00:40:26.012 --> 00:40:29.275
is higher profit to have less new.

00:40:30.818 --> 00:40:32.440
less new patients and attrition than

00:40:32.500 --> 00:40:33.400
constant churn.

00:40:33.780 --> 00:40:34.882
What is he saying here?

00:40:35.262 --> 00:40:35.663
He's either,

00:40:35.922 --> 00:40:37.483
he might be talking about new hires.

00:40:37.804 --> 00:40:38.344
Oh, new hires.

00:40:38.704 --> 00:40:40.847
And that's an argument that I've,

00:40:41.027 --> 00:40:41.766
I've always heard.

00:40:41.847 --> 00:40:45.010
And I've told my own people and I

00:40:45.050 --> 00:40:46.110
talked to Dave about it.

00:40:46.150 --> 00:40:48.693
I'm like, look, when I was hiring,

00:40:49.744 --> 00:40:50.684
When I was hiring,

00:40:50.864 --> 00:40:52.306
I would tell the candidate, I'm like,

00:40:52.346 --> 00:40:55.788
look, you're a new grad, you're fresh out.

00:40:56.007 --> 00:40:57.708
I understand you don't have the skills.

00:40:57.789 --> 00:40:58.809
I understand you don't have the

00:40:58.869 --> 00:40:59.510
experience,

00:40:59.969 --> 00:41:01.251
but you have the raw materials.

00:41:01.291 --> 00:41:02.291
You have the personality,

00:41:02.311 --> 00:41:03.431
you have the disposition.

00:41:03.492 --> 00:41:04.592
This is what I'm hiring.

00:41:04.632 --> 00:41:06.014
I'm not hiring your knowledge and

00:41:06.074 --> 00:41:06.693
expertise.

00:41:07.655 --> 00:41:09.135
I will make the trade.

00:41:09.556 --> 00:41:11.177
I would rather have you for a year

00:41:11.217 --> 00:41:11.677
or two,

00:41:11.757 --> 00:41:13.818
knowing you're gonna go on to be better

00:41:13.958 --> 00:41:16.079
and greater than I can provide on my

00:41:16.119 --> 00:41:16.681
platform.

00:41:17.481 --> 00:41:18.581
But I'm going to get the best of

00:41:18.621 --> 00:41:20.481
you for now, you know,

00:41:20.922 --> 00:41:22.943
and I am going to turn over my

00:41:23.003 --> 00:41:26.563
staff every two or three years because my

00:41:26.603 --> 00:41:28.164
compensation doesn't go up.

00:41:28.704 --> 00:41:30.125
Medicare just keeps cutting.

00:41:30.885 --> 00:41:33.826
I can't provide that cost of living raise.

00:41:34.246 --> 00:41:36.126
So my business model for a long time

00:41:36.166 --> 00:41:37.286
was come in,

00:41:37.608 --> 00:41:39.188
give me a year or two, maybe three,

00:41:39.887 --> 00:41:41.568
move on to the next opportunity,

00:41:41.628 --> 00:41:44.250
and I'll bring in new talent every single

00:41:44.309 --> 00:41:44.869
couple of years.

00:41:45.429 --> 00:41:46.471
because I can't raise you.

00:41:46.530 --> 00:41:48.532
I can't give you the compensation you need

00:41:48.552 --> 00:41:49.012
or deserve.

00:41:49.833 --> 00:41:51.373
Ben, Ben then chimed in and just said,

00:41:52.414 --> 00:41:54.155
no, I don't know.

00:41:54.175 --> 00:41:55.496
We might not be understanding what Ben is

00:41:55.516 --> 00:41:55.715
saying.

00:41:55.795 --> 00:41:56.476
Ben, if you're,

00:41:56.617 --> 00:41:58.657
if you want to chime in, uh,

00:41:58.737 --> 00:41:59.958
I will DM you my phone number and

00:41:59.998 --> 00:42:01.478
we can do a live call or whatever

00:42:01.920 --> 00:42:02.300
to get.

00:42:02.320 --> 00:42:04.800
Cause Ben usually has really good points.

00:42:05.141 --> 00:42:05.422
Yeah.

00:42:05.442 --> 00:42:06.481
He's got the experience.

00:42:06.601 --> 00:42:07.483
He's been counterpoints.

00:42:07.742 --> 00:42:08.023
Like he,

00:42:08.083 --> 00:42:09.284
like I like when he takes the other

00:42:09.324 --> 00:42:09.543
side.

00:42:09.623 --> 00:42:11.244
Cause it's like, okay, okay.

00:42:11.405 --> 00:42:12.666
What do we do if that's the case?

00:42:13.228 --> 00:42:15.429
And then if he was talking about patient

00:42:15.449 --> 00:42:18.050
turnover, I would say the same thing.

00:42:18.170 --> 00:42:20.472
I get the highest compensation per minute

00:42:20.492 --> 00:42:21.552
for an evaluation.

00:42:22.012 --> 00:42:24.215
I have no problem just churning through

00:42:24.255 --> 00:42:26.755
the evaluations, get the revenue up,

00:42:27.317 --> 00:42:28.717
but I would need a clinician who

00:42:28.856 --> 00:42:31.438
understands their role in that business

00:42:31.478 --> 00:42:31.759
model.

00:42:31.778 --> 00:42:32.639
Oh, okay.

00:42:32.699 --> 00:42:34.621
He's saying constantly getting in new

00:42:34.641 --> 00:42:36.302
patients will actually cost the clinic

00:42:36.461 --> 00:42:39.403
more compared to if it can keep the

00:42:39.423 --> 00:42:41.085
patients it has coming in.

00:42:41.625 --> 00:42:43.827
Not unless you optimize for it.

00:42:44.467 --> 00:42:48.329
And only if you're looking at lead

00:42:48.369 --> 00:42:49.630
generation as a cost.

00:42:49.811 --> 00:42:51.371
Like we don't have any lead generation

00:42:51.411 --> 00:42:51.791
costs.

00:42:52.253 --> 00:42:54.014
If I was marketing and I was paying

00:42:54.054 --> 00:42:55.355
for all these new patients,

00:42:55.394 --> 00:42:58.257
Facebook and that stuff, absolutely.

00:42:59.237 --> 00:43:00.498
We have a steady flow,

00:43:00.858 --> 00:43:02.679
ten to twelve new patients a week.

00:43:03.639 --> 00:43:04.820
We don't pay anything for them.

00:43:04.860 --> 00:43:05.980
We don't market for them.

00:43:06.360 --> 00:43:08.721
There's nowhere else for them to go.

00:43:09.061 --> 00:43:10.961
They're actively trying to go somewhere

00:43:11.001 --> 00:43:12.063
else and they can't get in,

00:43:12.103 --> 00:43:13.202
so they come to us.

00:43:14.063 --> 00:43:15.324
And from my perspective,

00:43:15.364 --> 00:43:19.326
we've optimized the workflow so that it

00:43:19.985 --> 00:43:20.606
used to be,

00:43:20.666 --> 00:43:22.086
and I totally agree with Ben,

00:43:22.246 --> 00:43:23.788
it used to be more expensive.

00:43:23.807 --> 00:43:25.509
And I've got old videos saying

00:43:26.128 --> 00:43:27.333
keep your patients on,

00:43:27.413 --> 00:43:28.818
complete the plan of care.

00:43:29.119 --> 00:43:31.306
More new patients is more expense.

00:43:32.382 --> 00:43:34.063
But then at some point in the last

00:43:34.103 --> 00:43:35.804
decade or so, we changed things.

00:43:35.824 --> 00:43:37.626
And I was like, no, I'm happy.

00:43:37.786 --> 00:43:39.728
I'll do a twenty minute about show you

00:43:39.748 --> 00:43:40.867
three things to do at home.

00:43:41.748 --> 00:43:42.969
Turn that table over.

00:43:43.369 --> 00:43:44.931
I said this in the clinic the other

00:43:44.951 --> 00:43:45.210
day.

00:43:45.610 --> 00:43:47.112
Patient was sitting around talking,

00:43:47.192 --> 00:43:47.773
socializing.

00:43:47.793 --> 00:43:48.373
I was like, hey,

00:43:48.693 --> 00:43:50.054
we need to turn this table over.

00:43:50.454 --> 00:43:51.175
We need more people.

00:43:51.215 --> 00:43:52.976
We need new people coming in here.

00:43:53.255 --> 00:43:53.936
You're finished.

00:43:53.996 --> 00:43:55.518
Get out of here and go enjoy your

00:43:55.557 --> 00:43:55.818
day.

00:43:56.577 --> 00:43:57.358
Just like a server.

00:43:57.739 --> 00:43:57.818
Oh,

00:43:57.858 --> 00:43:59.202
Chaminade from Colorado saying he's booked

00:43:59.443 --> 00:44:00.405
out three weeks at least.

00:44:00.545 --> 00:44:01.947
Usually not sure how that's less

00:44:02.027 --> 00:44:02.429
profitable.

00:44:02.608 --> 00:44:03.650
Well, he's got a different format, right?

00:44:03.670 --> 00:44:05.253
Because he's a solo player, I believe.

00:44:05.635 --> 00:44:07.018
So it's going to be different for each,

00:44:07.077 --> 00:44:07.318
right?

00:44:07.398 --> 00:44:08.239
Absolutely.

00:44:09.365 --> 00:44:11.246
Yeah, Ben is then saying the admin burden.

00:44:11.367 --> 00:44:14.027
I think he's continuing saying on the same

00:44:14.106 --> 00:44:15.106
idea, the admin burden,

00:44:15.648 --> 00:44:16.608
the percent of no show,

00:44:16.628 --> 00:44:17.668
the cost of acquisition.

00:44:17.748 --> 00:44:19.768
You need to know your customer acquisition

00:44:19.809 --> 00:44:20.048
cost.

00:44:20.068 --> 00:44:20.528
Right.

00:44:22.228 --> 00:44:24.230
And those three things are huge.

00:44:24.869 --> 00:44:26.869
So from my perspective,

00:44:26.949 --> 00:44:28.811
how do I deal with each of those?

00:44:29.490 --> 00:44:30.451
Admin burden.

00:44:31.672 --> 00:44:34.431
We've streamlined the admission process to

00:44:34.552 --> 00:44:35.652
practically nothing.

00:44:35.793 --> 00:44:36.873
It's a single signature.

00:44:37.172 --> 00:44:37.835
We did this before.

00:44:38.295 --> 00:44:39.739
If I want to go from website to

00:44:39.800 --> 00:44:40.541
seeing Tony,

00:44:41.704 --> 00:44:42.806
how many steps are there and what are

00:44:42.827 --> 00:44:42.947
they?

00:44:43.268 --> 00:44:44.150
They're not fancy at all.

00:44:45.675 --> 00:44:47.277
I mean, most people are still calling.

00:44:47.336 --> 00:44:49.239
We do not have online scheduling.

00:44:49.298 --> 00:44:50.099
I've pushed for it.

00:44:50.139 --> 00:44:50.519
I've tried.

00:44:50.559 --> 00:44:51.940
There's no good way for us to get

00:44:51.981 --> 00:44:54.742
that done, just on the technology side.

00:44:54.782 --> 00:44:55.804
But aside from that.

00:44:56.905 --> 00:44:59.547
Calendly.

00:44:59.606 --> 00:45:01.367
You call, we get you in.

00:45:01.768 --> 00:45:02.869
I don't care if I have three other

00:45:02.909 --> 00:45:05.010
patients scheduled in that block of time.

00:45:05.210 --> 00:45:06.572
You call, I will get you in.

00:45:07.393 --> 00:45:09.273
You have the priority as the new patient

00:45:09.313 --> 00:45:10.695
over everybody else in the clinic.

00:45:10.755 --> 00:45:12.076
I just won't charge for those other

00:45:12.675 --> 00:45:13.097
visits.

00:45:13.157 --> 00:45:15.318
I have no problem not charging for those

00:45:15.378 --> 00:45:16.057
other visits.

00:45:16.378 --> 00:45:17.219
They can still come in.

00:45:17.259 --> 00:45:18.219
They can still work out.

00:45:18.239 --> 00:45:19.320
They can still do their stuff.

00:45:19.340 --> 00:45:21.422
They would have no idea that they didn't

00:45:21.461 --> 00:45:23.682
get a physical therapy treatment billed to

00:45:23.702 --> 00:45:24.342
the insurance.

00:45:25.103 --> 00:45:26.204
So I eliminate that.

00:45:27.804 --> 00:45:29.445
We have no acquisition costs because,

00:45:29.485 --> 00:45:29.907
like I said,

00:45:29.927 --> 00:45:32.188
we're the only option in town if you

00:45:32.208 --> 00:45:33.088
want to get in quickly.

00:45:33.992 --> 00:45:34.833
The docs know us,

00:45:34.873 --> 00:45:35.813
we've been around forever.

00:45:36.233 --> 00:45:37.414
We don't market anything.

00:45:38.436 --> 00:45:39.675
And then from the administrative

00:45:39.715 --> 00:45:40.297
perspective,

00:45:40.336 --> 00:45:41.838
it's literally take the picture of the

00:45:41.878 --> 00:45:43.418
cards, put them into the system.

00:45:43.918 --> 00:45:45.760
Pretty much everybody around here has

00:45:45.780 --> 00:45:47.661
three insurance plans.

00:45:48.081 --> 00:45:51.543
It's Medicare, it's United, it's Anthem.

00:45:51.563 --> 00:45:53.264
Occasionally we'll get an Aetna or a

00:45:53.324 --> 00:45:53.844
Humana,

00:45:53.864 --> 00:45:55.985
but it's not that big of a deal.

00:45:56.646 --> 00:45:57.726
And the same thing,

00:45:57.947 --> 00:45:59.748
and this goes to the culture of the

00:45:59.807 --> 00:46:00.467
organization.

00:46:00.527 --> 00:46:02.128
I talked to my wife yesterday about it.

00:46:02.188 --> 00:46:02.789
I was like, look,

00:46:03.590 --> 00:46:05.429
We could hire an admin person,

00:46:06.391 --> 00:46:08.710
pay him forty, fifty thousand a year,

00:46:09.931 --> 00:46:13.192
or we could take a fifty thousand dollar

00:46:13.291 --> 00:46:16.371
loss on authorizations that should have

00:46:16.391 --> 00:46:19.432
been gotten and didn't get got or,

00:46:19.492 --> 00:46:19.733
you know,

00:46:19.773 --> 00:46:21.992
claims that got denied and never got

00:46:22.052 --> 00:46:22.793
reprocessed.

00:46:22.813 --> 00:46:23.773
Right.

00:46:23.833 --> 00:46:24.614
My gamble,

00:46:25.114 --> 00:46:28.474
I probably lose less than I would pay

00:46:28.635 --> 00:46:30.235
in an administrative person.

00:46:30.275 --> 00:46:30.554
Recoup it.

00:46:31.701 --> 00:46:33.380
Just making the mistakes and that's okay.

00:46:33.581 --> 00:46:35.481
Yeah, I'm happy to lose twenty thousand,

00:46:35.581 --> 00:46:37.922
not not getting authorization on a couple

00:46:37.943 --> 00:46:38.463
of cases,

00:46:39.043 --> 00:46:41.324
then lose fifty thousand hiring an admin

00:46:41.364 --> 00:46:41.623
person.

00:46:41.923 --> 00:46:42.764
And I'm not growing.

00:46:43.184 --> 00:46:44.003
That's the other part of it.

00:46:44.043 --> 00:46:44.764
I'm not growing.

00:46:44.804 --> 00:46:46.105
I'm not opening more locations.

00:46:46.125 --> 00:46:47.804
I have zero interest in growing the

00:46:47.844 --> 00:46:48.684
clinical side.

00:46:50.005 --> 00:46:52.947
So so my advice is very different than

00:46:53.027 --> 00:46:54.606
maybe what somebody else would say.

00:46:54.867 --> 00:46:56.288
This is where I think a call-in show

00:46:56.307 --> 00:46:58.469
would be great because a lot of these

00:46:58.489 --> 00:46:59.389
things do depend.

00:47:00.490 --> 00:47:01.972
If you were doing Dave Ramsey,

00:47:02.211 --> 00:47:03.592
it would be like, well, what's your goal?

00:47:03.632 --> 00:47:04.213
What's your goal?

00:47:04.512 --> 00:47:05.393
If it's not growing,

00:47:05.414 --> 00:47:07.255
then it's going to be wildly different

00:47:07.295 --> 00:47:09.777
than if it were staying the same or

00:47:10.157 --> 00:47:10.717
downsizing.

00:47:12.318 --> 00:47:13.818
Ben chimes in again, like a restaurant,

00:47:13.838 --> 00:47:15.199
do you have five sittings in a night

00:47:15.260 --> 00:47:15.639
or two?

00:47:15.760 --> 00:47:17.101
Both can be profitable if set up.

00:47:17.141 --> 00:47:18.382
Yeah, yeah, yeah.

00:47:20.739 --> 00:47:21.619
Not to change the subject,

00:47:21.639 --> 00:47:23.440
but got to share this.

00:47:23.679 --> 00:47:25.059
This is a friend of mine sent me

00:47:25.079 --> 00:47:26.880
this video that I went to undergrad with.

00:47:26.900 --> 00:47:28.081
So he's not a PT at all,

00:47:28.400 --> 00:47:30.101
but because he sees so much PT content

00:47:30.461 --> 00:47:32.121
and he DMs me every once in a

00:47:32.141 --> 00:47:32.581
while.

00:47:32.902 --> 00:47:34.481
So Carl sent me this.

00:47:35.222 --> 00:47:37.322
I've never really tried to get free stuff

00:47:38.143 --> 00:47:40.284
for PT Breakfast Club, but Tony,

00:47:40.503 --> 00:47:42.103
I want to get one of these for

00:47:42.204 --> 00:47:42.804
each of us.

00:47:42.983 --> 00:47:43.483
Are you ready?

00:47:44.264 --> 00:47:45.465
Kudos to this clinic.

00:47:56.038 --> 00:48:01.902
charting break lager they made their their

00:48:01.961 --> 00:48:05.644
own they made their own beer uh how

00:48:05.664 --> 00:48:06.985
do we get in on this i want

00:48:07.005 --> 00:48:09.527
to get me some charting break lager i

00:48:09.547 --> 00:48:11.429
mean that would be an out-of-the-box way

00:48:11.469 --> 00:48:13.789
to be like listen our average uh our

00:48:14.150 --> 00:48:15.891
our clinicians on average do uh

00:48:16.610 --> 00:48:18.150
Forty-five minutes of documentation,

00:48:18.931 --> 00:48:20.152
but everybody gets a shift beer.

00:48:20.851 --> 00:48:22.331
In the restaurant industry, a shift beer,

00:48:22.612 --> 00:48:23.532
you get free beer at the end of

00:48:23.552 --> 00:48:23.913
your shift.

00:48:24.112 --> 00:48:25.514
That was like a thing when you had

00:48:25.534 --> 00:48:25.974
a cool boss.

00:48:25.994 --> 00:48:26.673
It was like, all right,

00:48:26.693 --> 00:48:27.394
you can sit down,

00:48:27.934 --> 00:48:29.355
grab any beer you want, make a drink,

00:48:29.375 --> 00:48:29.655
whatever.

00:48:29.755 --> 00:48:31.835
And while you're doing your tables and

00:48:31.856 --> 00:48:33.137
your taxes and your tips, whatever,

00:48:33.436 --> 00:48:34.097
we'll figure it out.

00:48:34.398 --> 00:48:35.297
Charting beers...

00:48:37.239 --> 00:48:41.204
I don't know how much the licensing boards

00:48:41.244 --> 00:48:43.347
would appreciate that, but Proactiv,

00:48:43.367 --> 00:48:45.449
I believe they're out in Washington.

00:48:45.811 --> 00:48:48.994
So one can get word to the brewmaster

00:48:49.034 --> 00:48:49.755
at Proactiv.

00:48:50.356 --> 00:48:52.320
I will drink that on the show.

00:48:53.257 --> 00:48:54.996
We, locally,

00:48:55.077 --> 00:48:59.039
we have Coors Molson distributors and

00:49:00.338 --> 00:49:02.778
their employees get free cases of beer.

00:49:03.380 --> 00:49:04.739
It's the craziest thing to me.

00:49:04.760 --> 00:49:07.101
And I remember we had them as patients

00:49:07.141 --> 00:49:08.420
at one time and they would come in,

00:49:08.440 --> 00:49:10.541
they'd be like, I've got cases and cases,

00:49:10.581 --> 00:49:11.862
take some, take some.

00:49:11.882 --> 00:49:14.161
So we had, I started off, again,

00:49:14.242 --> 00:49:15.583
I always talk back to when I ran

00:49:15.603 --> 00:49:16.302
a radio station,

00:49:16.483 --> 00:49:18.844
we had Bud Light Free Beer Friday and

00:49:18.884 --> 00:49:19.784
Bud Light was smart enough.

00:49:20.443 --> 00:49:22.244
they would give us a case of beer

00:49:22.545 --> 00:49:24.166
to give away once an hour,

00:49:24.286 --> 00:49:25.967
every hour from seven A to seven P.

00:49:26.068 --> 00:49:26.768
And we do that every week.

00:49:27.048 --> 00:49:27.469
And trust me,

00:49:28.030 --> 00:49:29.550
they got more promotion than they gave

00:49:29.570 --> 00:49:30.472
away beer, right?

00:49:30.891 --> 00:49:32.972
But the bonus was if people waited,

00:49:32.992 --> 00:49:33.954
I don't know if it was two weeks

00:49:33.994 --> 00:49:34.614
or three weeks,

00:49:34.655 --> 00:49:35.856
if you didn't pick up a prize within

00:49:35.896 --> 00:49:37.777
three weeks, it just, it became ours,

00:49:37.836 --> 00:49:38.557
property of us again.

00:49:38.577 --> 00:49:39.297
Oh, nice.

00:49:39.338 --> 00:49:41.860
So I didn't buy a beer for...

00:49:43.221 --> 00:49:44.702
eight years i didn't have to i had

00:49:44.884 --> 00:49:46.284
so many beers i would give it away

00:49:46.445 --> 00:49:47.527
i would show up to the party and

00:49:47.606 --> 00:49:48.728
i was the most popular guy when i

00:49:48.748 --> 00:49:49.730
walked i'm like do you guys need three

00:49:49.769 --> 00:49:51.391
cases of beer because i didn't want it

00:49:51.411 --> 00:49:52.474
to go bad or i had to actually

00:49:52.514 --> 00:49:55.036
throw it away so maybe this is another

00:49:55.056 --> 00:49:56.798
twist too right so we started with bud

00:49:56.818 --> 00:49:57.621
light free beer friday

00:49:58.876 --> 00:50:00.318
Then Miller Lite was like,

00:50:00.518 --> 00:50:02.438
we want Thursdays, right?

00:50:02.478 --> 00:50:03.079
Thursdays.

00:50:03.940 --> 00:50:06.541
And so there was Miller Thursdays or it's

00:50:06.581 --> 00:50:07.581
Miller time Thursdays,

00:50:07.621 --> 00:50:09.202
whatever the catchphrase was at the time,

00:50:09.262 --> 00:50:10.143
Bud Light Free Beer Friday.

00:50:10.603 --> 00:50:12.784
Then Coors comes in and I'm sitting with

00:50:12.804 --> 00:50:13.344
them and they're like,

00:50:13.403 --> 00:50:14.204
what are we going to do now?

00:50:14.224 --> 00:50:15.264
Just take Wednesday?

00:50:15.766 --> 00:50:18.746
And I'm like, hold on.

00:50:19.387 --> 00:50:21.108
I thought I went even better and sneakier.

00:50:21.708 --> 00:50:23.710
Do you remember the movie Office Space?

00:50:23.769 --> 00:50:24.309
Yeah, of course.

00:50:24.789 --> 00:50:26.371
looks like someone's got a case of the

00:50:26.391 --> 00:50:29.474
mondays it has the word case in it

00:50:29.733 --> 00:50:31.996
yeah i pitched to chorus light i go

00:50:32.076 --> 00:50:34.277
listen let bud light have friday let

00:50:34.338 --> 00:50:36.780
miller light have thursday when when do

00:50:36.800 --> 00:50:38.501
you really need a beer and like what

00:50:38.521 --> 00:50:39.802
do you mean i'm like and i just

00:50:39.822 --> 00:50:41.143
played the in the meeting i played the

00:50:41.163 --> 00:50:43.224
clip looks like someone's got a case of

00:50:43.244 --> 00:50:44.585
them so we called it cores like case

00:50:44.606 --> 00:50:46.067
of the mondays like hey and the whole

00:50:46.086 --> 00:50:48.528
thing was talking to people at work on

00:50:48.608 --> 00:50:49.108
the worst

00:50:49.809 --> 00:50:50.451
day of the week,

00:50:50.550 --> 00:50:51.791
although I actually saw a recent survey.

00:50:51.831 --> 00:50:52.913
Tuesday is apparently the worst day of the

00:50:52.932 --> 00:50:53.052
week.

00:50:53.072 --> 00:50:53.552
I don't know why.

00:50:54.014 --> 00:50:54.474
But I was like,

00:50:54.494 --> 00:50:55.195
the worst day of the week.

00:50:55.534 --> 00:50:56.596
Mondays suck, man.

00:50:56.635 --> 00:50:57.536
So I was like, they suck.

00:50:57.597 --> 00:50:58.478
And the tagline was,

00:50:58.838 --> 00:51:01.019
make Mondays suck a little bit less for

00:51:01.039 --> 00:51:01.960
the case of Coors Light.

00:51:02.942 --> 00:51:05.103
I don't know who that is.

00:51:05.123 --> 00:51:05.543
Maybe it is Ben.

00:51:05.563 --> 00:51:06.023
Oh, crap.

00:51:06.063 --> 00:51:06.585
I just hung up.

00:51:06.605 --> 00:51:07.545
I thought it was a spam call.

00:51:08.025 --> 00:51:08.726
Ben, was that you?

00:51:08.907 --> 00:51:10.268
Call again if that was you.

00:51:11.329 --> 00:51:12.869
so that was that was the twist that

00:51:12.889 --> 00:51:15.050
we did we've got nine minutes so we're

00:51:15.070 --> 00:51:17.911
around in the corner let's talk about on

00:51:17.951 --> 00:51:19.731
a serious note because i i do think

00:51:19.771 --> 00:51:22.972
this is impactful tick tock for me i

00:51:22.992 --> 00:51:25.172
think i've said this before it is just

00:51:25.213 --> 00:51:28.193
a stream of rage baiting i swear most

00:51:28.313 --> 00:51:30.934
of the stuff tick tock oh yeah most

00:51:30.994 --> 00:51:33.135
of the stuff that i see cannot be

00:51:33.215 --> 00:51:36.036
real these are people that have to be

00:51:36.076 --> 00:51:38.717
trying to grow you know their revenue by

00:51:38.777 --> 00:51:40.918
saying the most absurd ridiculous stuff

00:51:42.125 --> 00:51:44.965
video came across and it was i'm not

00:51:44.985 --> 00:51:46.746
going to mention the the video but

00:51:46.786 --> 00:51:49.606
basically it was a young female i'm young

00:51:49.646 --> 00:51:50.987
i'm going to say late twenties early

00:51:51.027 --> 00:51:53.947
thirties uh roll later in front of her

00:51:54.447 --> 00:51:57.568
well-dressed big smile on her face saying

00:51:57.608 --> 00:52:00.110
that a physical therapist basically ruined

00:52:00.130 --> 00:52:02.411
her life a physical therapist i saw this

00:52:02.490 --> 00:52:04.451
yeah hurt me a physical therapist

00:52:04.490 --> 00:52:07.612
herniated two discs blamed every every

00:52:07.652 --> 00:52:09.291
single video starts with a physical

00:52:09.331 --> 00:52:10.753
therapist hurt me

00:52:11.773 --> 00:52:12.353
I'm like, what?

00:52:12.393 --> 00:52:12.514
No.

00:52:12.653 --> 00:52:13.855
So, of course, I'm hooked.

00:52:14.215 --> 00:52:15.235
I'm watching it.

00:52:15.797 --> 00:52:18.179
And this person goes through and looking

00:52:18.219 --> 00:52:19.199
at the person, you know,

00:52:19.239 --> 00:52:21.521
they're relatively healthy, fit looking.

00:52:21.561 --> 00:52:22.943
You can't see what's behind the scenes,

00:52:22.983 --> 00:52:25.565
but says that the physical therapist had

00:52:25.606 --> 00:52:26.646
her doing a deadlift.

00:52:26.706 --> 00:52:27.668
And I was like, oh, deadlift.

00:52:28.510 --> 00:52:29.510
five-pound dumbbells.

00:52:29.530 --> 00:52:30.731
I was like, come on.

00:52:30.972 --> 00:52:33.414
Then ten, then fifteen, twenty-fives,

00:52:33.454 --> 00:52:34.335
then went to a bar.

00:52:35.396 --> 00:52:37.679
The story is, as I understand it,

00:52:37.719 --> 00:52:38.559
and I could be wrong,

00:52:39.260 --> 00:52:41.724
the physical therapist asked her to do,

00:52:42.224 --> 00:52:43.666
I think it was a barbell,

00:52:44.266 --> 00:52:47.168
and I want to say twenty-fives on each

00:52:47.188 --> 00:52:48.550
side, maybe ninety-five pounds.

00:52:48.811 --> 00:52:49.672
Totally reasonable.

00:52:50.896 --> 00:52:55.157
And she herniated a cervical spine disc

00:52:55.217 --> 00:52:57.217
and a lumbar spine disc and it's ruined

00:52:57.257 --> 00:52:57.717
her life.

00:52:57.737 --> 00:52:59.878
She can't work, she can't function,

00:53:01.380 --> 00:53:02.659
can't afford her house,

00:53:02.719 --> 00:53:04.561
husband and her moving to her mom's house.

00:53:05.260 --> 00:53:07.822
Every single day there's new videos and

00:53:07.882 --> 00:53:09.922
every single day it's leveraging this

00:53:10.043 --> 00:53:13.483
injury that was caused by this physical

00:53:13.503 --> 00:53:17.005
therapist who in my opinion did absolutely

00:53:17.125 --> 00:53:19.485
nothing wrong, nothing crazy.

00:53:20.543 --> 00:53:22.625
But even in the best of situations,

00:53:22.764 --> 00:53:24.706
she sounds very legit.

00:53:24.827 --> 00:53:26.708
I think she really believes that she's

00:53:26.728 --> 00:53:28.851
been disabled by this physical therapist.

00:53:29.391 --> 00:53:31.373
She's never talked about litigation yet,

00:53:31.934 --> 00:53:34.896
but she did announce a program to help

00:53:35.016 --> 00:53:37.318
other people who are suffering in the same

00:53:37.358 --> 00:53:37.739
way.

00:53:38.358 --> 00:53:40.481
And I'm sure it's gonna turn into a

00:53:40.541 --> 00:53:43.304
paid program and I'm sure she's seen the

00:53:43.423 --> 00:53:45.266
obscene amounts of money that come

00:53:45.306 --> 00:53:45.646
through.

00:53:46.706 --> 00:53:49.268
and i'm just like oh man like this

00:53:49.407 --> 00:53:52.349
this is why i as a physical therapist

00:53:52.630 --> 00:53:55.010
understanding muscle physiology

00:53:55.150 --> 00:53:56.771
understanding exercise science

00:53:56.911 --> 00:53:59.554
understanding dosing you know you see the

00:53:59.594 --> 00:54:01.514
jokes about therapists using yellow

00:54:01.534 --> 00:54:05.056
therabands for everything um yeah this is

00:54:05.115 --> 00:54:07.998
why i am never gonna load somebody to

00:54:08.038 --> 00:54:11.460
an appropriate dose for strength when i

00:54:11.519 --> 00:54:14.621
know that even one in ten thousand people

00:54:14.661 --> 00:54:15.961
could experience this

00:54:17.036 --> 00:54:18.637
And now my life is ruined.

00:54:19.159 --> 00:54:20.518
You know, it's not going to happen.

00:54:21.059 --> 00:54:21.380
Yeah.

00:54:21.400 --> 00:54:22.360
I mean, just you telling me this,

00:54:22.400 --> 00:54:23.601
I've seen one or two of the posts.

00:54:23.641 --> 00:54:24.722
I didn't see the one where now she's

00:54:24.742 --> 00:54:25.702
going to create a course.

00:54:26.603 --> 00:54:28.264
And then it just makes you, you know,

00:54:28.664 --> 00:54:28.804
I,

00:54:28.885 --> 00:54:30.365
it sucks that this is the world where

00:54:30.385 --> 00:54:32.206
now I think, did this actually,

00:54:32.268 --> 00:54:33.829
did any of that actually happen?

00:54:34.429 --> 00:54:35.028
Did it happen?

00:54:35.088 --> 00:54:35.650
And you like,

00:54:36.349 --> 00:54:37.510
now you've got to question sort of

00:54:37.570 --> 00:54:39.132
everything and say,

00:54:39.693 --> 00:54:41.014
you doing it for the ticky tock so

00:54:41.054 --> 00:54:42.755
you can get the blingy bling, right?

00:54:42.775 --> 00:54:43.695
Are you doing it?

00:54:43.735 --> 00:54:44.335
You know, I don't know.

00:54:46.436 --> 00:54:49.481
I just think that this is the kind

00:54:49.521 --> 00:54:50.481
of stuff that

00:54:51.534 --> 00:54:54.476
Leads to I think it's more impactful to

00:54:54.496 --> 00:54:57.418
the profession degrading than all the

00:54:57.458 --> 00:54:59.159
other crazy stuff we see out there.

00:54:59.179 --> 00:54:59.760
Right.

00:54:59.820 --> 00:55:01.059
You know, because this is real.

00:55:01.221 --> 00:55:03.481
This this is like a real lawsuit,

00:55:03.521 --> 00:55:06.583
potentially real negative media.

00:55:07.224 --> 00:55:09.666
And it just feeds into this loop of

00:55:10.246 --> 00:55:11.306
I am fragile.

00:55:11.586 --> 00:55:12.748
I am a victim.

00:55:13.248 --> 00:55:15.349
I have been injured as opposed to.

00:55:16.210 --> 00:55:17.771
And I tell patients when they walk in

00:55:17.811 --> 00:55:20.853
the door, my admission paperwork.

00:55:21.733 --> 00:55:23.835
Physical therapy involves exercise.

00:55:24.016 --> 00:55:25.657
Exercise involves risks.

00:55:25.797 --> 00:55:27.717
It is my job to make sure you

00:55:27.757 --> 00:55:29.358
don't do anything crazy,

00:55:29.818 --> 00:55:30.900
but at the same time,

00:55:30.920 --> 00:55:33.762
there is real risk of injury with anything

00:55:33.802 --> 00:55:34.521
we do here.

00:55:34.942 --> 00:55:36.804
And I can tell you that we brought

00:55:36.844 --> 00:55:38.324
in a whole bunch of new equipment into

00:55:38.344 --> 00:55:38.764
the clinic.

00:55:40.188 --> 00:55:42.467
Every single minute of every single day,

00:55:42.827 --> 00:55:45.329
my first priority is making sure nobody

00:55:45.369 --> 00:55:47.429
trips and falls and cracks their head on

00:55:47.469 --> 00:55:48.289
a piece of equipment.

00:55:49.110 --> 00:55:51.510
I'm not thinking about the best possible

00:55:51.630 --> 00:55:54.730
intervention for this person because I am

00:55:54.931 --> 00:55:57.811
so consumed with making sure you don't get

00:55:57.911 --> 00:55:58.190
hurt.

00:55:58.210 --> 00:56:00.351
Right.

00:56:00.371 --> 00:56:02.811
Before we go, this is where someone went.

00:56:02.831 --> 00:56:04.311
Michelob Ultra ran an ad that said if

00:56:04.371 --> 00:56:05.452
it's physical, it's therapy.

00:56:05.492 --> 00:56:07.092
The APTA had them take it down?

00:56:07.132 --> 00:56:09.552
Did they?

00:56:12.094 --> 00:56:13.135
I don't know.

00:56:13.155 --> 00:56:14.235
This must have been recently.

00:56:14.356 --> 00:56:15.655
Michelob Ultra's only been around for,

00:56:15.675 --> 00:56:17.436
you know, ten years?

00:56:17.536 --> 00:56:17.916
Fifteen years?

00:56:17.976 --> 00:56:18.297
I don't know.

00:56:18.378 --> 00:56:19.657
It's been around a while.

00:56:19.978 --> 00:56:20.318
Has it?

00:56:20.398 --> 00:56:20.639
Really?

00:56:20.878 --> 00:56:20.998
Oh.

00:56:21.099 --> 00:56:21.338
Yeah.

00:56:21.918 --> 00:56:23.599
All right.

00:56:23.659 --> 00:56:23.900
Maybe.

00:56:23.920 --> 00:56:24.179
I don't know.

00:56:24.199 --> 00:56:25.101
That sucks if that's true.

00:56:25.181 --> 00:56:25.681
I hate that.

00:56:26.041 --> 00:56:26.221
All right.

00:56:26.240 --> 00:56:26.681
Parting shots.

00:56:26.702 --> 00:56:27.681
Was that your parting shot?

00:56:28.722 --> 00:56:29.523
Parting shots.

00:56:29.563 --> 00:56:30.123
Get out there.

00:56:30.163 --> 00:56:31.344
Produce more content.

00:56:31.364 --> 00:56:32.304
Tell good stories.

00:56:32.523 --> 00:56:34.144
Yeah.

00:56:34.204 --> 00:56:35.045
I'll say this again.

00:56:35.385 --> 00:56:36.826
The distance between you and your next

00:56:36.927 --> 00:56:37.226
hire...

00:56:38.128 --> 00:56:40.952
or you and your next patient is the

00:56:41.012 --> 00:56:42.434
thickness of the glass in your phone.

00:56:42.634 --> 00:56:43.755
I know that sounds like, well,

00:56:43.775 --> 00:56:44.356
it's so easy.

00:56:44.396 --> 00:56:44.755
It's not.

00:56:45.496 --> 00:56:46.398
It's not.

00:56:46.418 --> 00:56:48.661
Go make a hundred mediocre things and then

00:56:48.681 --> 00:56:50.121
you'll notice around a hundred and twenty,

00:56:50.623 --> 00:56:51.003
it's better.

00:56:52.000 --> 00:56:53.061
Isn't that what we say in PT?

00:56:53.280 --> 00:56:54.541
Like it's not going to happen overnight.

00:56:54.661 --> 00:56:55.963
And then we freeze when it's like time

00:56:55.983 --> 00:56:57.264
to do something out of our comfort zone.

00:56:57.445 --> 00:56:58.465
Isn't that your whole pitch?

00:56:59.246 --> 00:57:00.487
Isn't that your whole pitch?

00:57:01.047 --> 00:57:02.628
You can't do one perfect rep.

00:57:02.708 --> 00:57:04.429
You got to do thousands of reps.

00:57:04.510 --> 00:57:05.630
It's not one rep and you're going to

00:57:05.650 --> 00:57:06.052
do nothing.

00:57:06.072 --> 00:57:07.293
You're like, great, go do more reps.

00:57:08.032 --> 00:57:08.693
So get over that.

00:57:08.753 --> 00:57:10.175
We'll be back on Tuesday.

00:57:10.195 --> 00:57:10.695
See you, Tony.

00:57:10.755 --> 00:57:12.056
All right.

00:57:13.983 --> 00:57:14.224
That's it.

00:57:14.244 --> 00:57:14.483
We're out.

00:57:14.503 --> 00:57:15.985
Boys, what the hell are you doing?

00:57:16.025 --> 00:57:18.824
Follow Tony Meritato on YouTube at Total

00:57:18.864 --> 00:57:19.925
Therapy Solution.

00:57:19.965 --> 00:57:20.965
Find Dave Kittle at

00:57:20.985 --> 00:57:24.166
conciergepainrelief.com and on YouTube at

00:57:24.206 --> 00:57:25.385
The Dave Kittle Show.

00:57:25.545 --> 00:57:28.847
And follow Jimmy McKay at PT Pinecast on

00:57:28.867 --> 00:57:30.007
YouTube, the socials,

00:57:30.086 --> 00:57:31.887
and wherever you binge podcasts you

00:57:31.907 --> 00:57:33.568
pretend are for CEUs.

00:57:33.867 --> 00:57:35.327
And hey, just a reminder,

00:57:35.788 --> 00:57:37.108
none of this was for advice.

00:57:37.128 --> 00:57:38.487
This was for entertainment only.

00:57:38.887 --> 00:57:40.289
Our lawyers say that counts.

00:57:40.369 --> 00:57:41.228
Thanks, Keith.