Latest / Build Your PT Clinic with Bryan Wright, DPT / Could Your PT Clinic Run 2 Weeks Without You?

Transcript

Could Your PT Clinic Run 2 Weeks Without You? · Build Your PT Clinic with Bryan Wright, DPT

• 0:00
  SPEAKER_00: I can still picture a Saturday where I was getting ready to go to a vacation with my family, but I had stacks of documentation I had to do.
• 0:11
  SPEAKER_00: I had multiple issues that were what felt like fires going off and fire alarms.
• 0:17
  SPEAKER_00: Yet while I was doing all these things to try and build a business that would eventually serve me, it became a stark and contrasting moment where I realized that I was actually not going to build a business with that mentality that was actually going to serve me.
• 0:33
  SPEAKER_00: It was just going to be this longstanding list of excuses for me to continue to perpetuate my business in a way that was pulling me away from the things that mattered most.
• 0:42
  SPEAKER_00: And here's the thing: it's not going to change just because you work harder.
• 0:46
  SPEAKER_00: It's not going to change just because you're doing more.
• 0:48
  SPEAKER_00: And it's certainly not going to change if you don't alter it in the first place in your mind.
• 0:54
  SPEAKER_00: The key to all of this is to build a business that has lifestyle congruence.
• 0:58
  SPEAKER_00: And what I mean by that is a business that actually allows you to take what you value in your life and put it into play.
• 1:06
  SPEAKER_00: So let's talk a little bit about that.
• 1:07
  SPEAKER_00: The first thing is I'm going to give you something that I would give any patient of mine, and that is to diagnose before you prescribe.
• 1:13
  SPEAKER_00: What does that mean?
• 1:14
  SPEAKER_00: Well, not everybody who comes in with back pain into the clinic deserves the same treatment.
• 1:19
  SPEAKER_00: In fact, everybody needs to be customized based on their exact condition.
• 1:24
  SPEAKER_00: If I were to have a pair of glasses on my face and they worked for me, and you had blurry vision and I took them off and put them on your face, the likelihood that my prescription would actually solve your blurry vision is very low because I didn't diagnose before I prescribed.
• 1:40
  SPEAKER_00: I just gave you what worked for me, and here you go.
• 1:42
  SPEAKER_00: It is the exact same when we work with low back pain.
• 1:45
  SPEAKER_00: And it is even more true if I can say that in business.
• 1:49
  SPEAKER_00: Diagnose before you prescribe.
• 1:51
  SPEAKER_00: So what's the real problem in building a business that actually scales to give you time, energy, and money?
• 1:56
  SPEAKER_00: Again, diving into that.
• 1:58
  SPEAKER_00: The first problem is as we diagnose this, is that you built the trap for yourself by accident.
• 2:04
  SPEAKER_00: This happened to me.
• 2:06
  SPEAKER_00: I know firsthand what it's like to build something that's dependent upon you.
• 2:10
  SPEAKER_00: You're the best PT in the building.
• 2:12
  SPEAKER_00: Nobody can treat a patient like you.
• 2:13
  SPEAKER_00: And certainly nobody cares about your patients like you do at the same level.
• 2:17
  SPEAKER_00: So when things start to stack up and problems occur, you default to what has always worked.
• 2:23
  SPEAKER_00: And what's always worked is for you to step in, solve the problem, make sure the patient care goes well and better than it would with anybody else.
• 2:31
  SPEAKER_00: And you develop this cycle where you step in, you solve the problem that nobody else is solving, you feel frustrated and overwhelmed.
• 2:39
  SPEAKER_00: You get to a point where you start to try to give it to other people, they don't do the job the right way, and it comes back to you again.
• 2:46
  SPEAKER_00: And now you feel like you're overwhelmed with even more.
• 2:48
  SPEAKER_00: You've basically built the best paying job you've ever had.
• 2:52
  SPEAKER_00: And now you're totally needing to be there because your business was built on you and it's dependent upon you to take the role of the clinician.
• 3:01
  SPEAKER_00: You start working in the business instead of working on the business.
• 3:05
  SPEAKER_00: And as soon as you start to sneak out and try to work on your business, it starts all over again because you've actually not broken free from that trap.
• 3:14
  SPEAKER_00: You've actually just perpetuated it.
• 3:16
  SPEAKER_00: And now you think to yourself, if it needs to be done by anybody, it's got to be done by me because nobody seems to get it.
• 3:23
  SPEAKER_00: And you feel frustrated with that cycle going over and over again.
• 3:26
  SPEAKER_00: I know the feeling.
• 3:27
  SPEAKER_00: It can be fixed very readily, but it can't be fixed if you don't recognize the trap in the first place.
• 3:32
  SPEAKER_00: That was built by accident.
• 3:34
  SPEAKER_00: The first thing to recognize is that you're putting a business in place to be dependent upon you.
• 3:39
  SPEAKER_00: And that will never scale.
• 3:40
  SPEAKER_00: And it will always create more time, energy, and money than you want to spend on yourself.
• 3:45
  SPEAKER_00: Right.
• 3:46
  SPEAKER_00: So you gotta fix that first.
• 3:48
  SPEAKER_00: The second issue, if you really want to get good at building a business that serves you, is understanding that you are still trying to solve all the problems you see in a shotgun approach.
• 3:58
  SPEAKER_00: That does not work.
• 3:59
  SPEAKER_00: We need to diagnose before we prescribe.
• 4:01
  SPEAKER_00: One of my favorite understandings of business is the fix this next model.
• 4:06
  SPEAKER_00: Think of it like a food guide pyramid, right?
• 4:08
  SPEAKER_00: A food guide pyramid or, you know, what's the foundation of nutrition in your food?
• 4:13
  SPEAKER_00: Well, the foundation needs to be all the high-energy whole foods, vegetables, and those types of really high energy foods that are going to give you nourishment over calories.
• 4:22
  SPEAKER_00: And then it goes up the pyramid.
• 4:24
  SPEAKER_00: The same thing happens in your business.
• 4:26
  SPEAKER_00: You need to understand what's foundational above all else and work up the chain.
• 4:31
  SPEAKER_00: First of all, what is the lifestyle congruence?
• 4:33
  SPEAKER_00: Second of all, how is your marketing and sales?
• 4:35
  SPEAKER_00: Third of all, how is your operational systems?
• 4:38
  SPEAKER_00: And then so on and so forth in order to give back.
• 4:40
  SPEAKER_00: You see, when you take the fix this next mentality, you begin to instead of feel overwhelmed by everything coming out, you begin to prioritize what's most important over what's least important.
• 4:52
  SPEAKER_00: That allows you to actually get out of the rat race and to get out of building the most high-paying job you've ever had.
• 5:00
  SPEAKER_00: I remember fully being not only a clinician on the floor, but also having to get all the business aspects done when I was done with work.
• 5:08
  SPEAKER_00: And it was a good five years before I actually got to break free from that process and realized through some mentorship how I could actually build a fix this next model so that I can methodically take apart the things, break it down, and fix it at a level that would build a foundation so that I could have a stronger structure on top of that foundation.
• 5:31
  SPEAKER_00: And you can do the same thing.
• 5:32
  SPEAKER_00: So diagnose before you prescribe is really the best part of fix this next.
• 5:38
  SPEAKER_00: It's understanding what at the core is wrong with the business that you want to build and why it's not serving you.
• 5:44
  SPEAKER_00: The third problem that needs to be diagnosed is what I would call the two-week test.
• 5:50
  SPEAKER_00: Now, the two-week test is a simple way to see if your business is built around you and is fully dependent upon you, or whether it's something that you can actually say is a true business.
• 6:02
  SPEAKER_00: Here's what it is.
• 6:03
  SPEAKER_00: If you could leave your business for two weeks and it's as good or better when you come back, you've got a business.
• 6:10
  SPEAKER_00: If you left for two weeks and things start to fall apart, you don't have a business.
• 6:13
  SPEAKER_00: You still have a high-paying job that's fully dependent upon you.
• 6:17
  SPEAKER_00: Now, I always counsel people not to feel guilty if that's the case.
• 6:22
  SPEAKER_00: Uh, guilt doesn't do anything to help move you forward, but you can take responsibility for that.
• 6:26
  SPEAKER_00: And this is something that when I became very aware of and very conscious of, changed the game.
• 6:32
  SPEAKER_00: Now, once I met the two-week test, then it can alter to a four-week test.
• 6:36
  SPEAKER_00: Then it can alter to a two-month test, so on and so forth.
• 6:40
  SPEAKER_00: The target that I now have is can I leave my business for a full year, come back, and it's as good or better.
• 6:47
  SPEAKER_00: Now, that may be a high bar.
• 6:48
  SPEAKER_00: That's why I start with a two-week test, because the two-week test really is a great starting point.
• 6:54
  SPEAKER_00: If you can't step away for two weeks and have it be as good or better, we shouldn't even be talking about the year test.
• 6:59
  SPEAKER_00: And then you can incrementally move up if it's four weeks, if it's six weeks, if it's eight weeks.
• 7:04
  SPEAKER_00: What I would say if we're going to prescribe is if you can't do that, you again are building a company around you.
• 7:12
  SPEAKER_00: And that's less sellable in the future, it's less scalable, and it's certainly more stressful.
• 7:18
  SPEAKER_00: And these are things that if you really want to move out of that into owning a business and not just a high-paying job, you got to get square with the two-week test, at least in the beginning.
• 7:27
  SPEAKER_00: Another common mistake that is worth prescribing after you diagnose it is the harder work mentality.
• 7:34
  SPEAKER_00: If I just work a little harder, I'll get ahead.
• 7:37
  SPEAKER_00: Now, that might work in the very beginning.
• 7:40
  SPEAKER_00: The problem with it is what we would call Wolf's law.
• 7:43
  SPEAKER_00: And Wolf's law in the in the body world is that form equals function.
• 7:48
  SPEAKER_00: So whatever I train is going to get stronger.
• 7:50
  SPEAKER_00: If you train the idea of working harder, guess what?
• 7:53
  SPEAKER_00: It's going to perpetuate you working harder.
• 7:56
  SPEAKER_00: We got to work smarter.
• 7:57
  SPEAKER_00: What we got to do is understand that if 4 a.m.
• 8:00
  SPEAKER_00: hits and I wake up and I'm just going to go to work and just put in more hours, that eventually it's going to continue to perpetuate the same.
• 8:06
  SPEAKER_00: Now, I am a proponent of working hard.
• 8:08
  SPEAKER_00: I think it's really good to have industry.
• 8:10
  SPEAKER_00: I think it's healthy to work hard.
• 8:12
  SPEAKER_00: Where it becomes a problem for you is when you're now abdicating responsibility to get a better workflow and something that requires less of you in the name of working harder so you can just get ahead or maybe even validate that you deserve success.
• 8:28
  SPEAKER_00: Everyone that I work with, I want them to understand that they deserve success because of who they are as a human being.
• 8:34
  SPEAKER_00: Everyone deserves success.
• 8:36
  SPEAKER_00: Flat out from the beginning, you don't have to be quote unquote worthy to deserve success.
• 8:40
  SPEAKER_00: And you don't have to prove that you deserve success by getting up at 4 a.m.
• 8:44
  SPEAKER_00: and going to bed by 2 a.m.
• 8:45
  SPEAKER_00: That's an extreme example.
• 8:46
  SPEAKER_00: I totally get it.
• 8:47
  SPEAKER_00: But I give that extreme example for a reason because I remember that same feeling.
• 8:53
  SPEAKER_00: And it's a feeling that never goes away as you train it.
• 8:56
  SPEAKER_00: It actually perpetuates the problem more.
• 8:58
  SPEAKER_00: Whatever gets fired gets wired.
• 9:00
  SPEAKER_00: Whatever gets fired gets wired.
• 9:01
  SPEAKER_00: So as you fire those neurons that you just need to work a little harder, just work a little harder, it's like trying to reach the horizon.
• 9:08
  SPEAKER_00: You walk toward it, you run toward it, you sprint toward it, and the horizon just keeps moving further and further away.
• 9:13
  SPEAKER_00: The mentality shift is to recognize that there's a way to work smarter and not harder.
• 9:17
  SPEAKER_00: Diagnosis number five is the identity shift so that you can actually prescribe a true identity shift.
• 9:24
  SPEAKER_00: And it's simple.
• 9:25
  SPEAKER_00: Are you the PT in the clinic that owns the clinic that is the best PT in the clinic?
• 9:30
  SPEAKER_00: If so, your identity will always hold you in the place of being this dual kind of person with different hats that you have to put on and take off.
• 9:38
  SPEAKER_00: That is exhausting.
• 9:40
  SPEAKER_00: It can last for a while.
• 9:41
  SPEAKER_00: It can be even energizing for a while, but that fuel burns out real fast, real fast.
• 9:46
  SPEAKER_00: The identity shift is to be a true leader founder that actually can build a business that they can work on instead of in.
• 9:54
  SPEAKER_00: And I can tell you from experience, once I hit 70, 80, 90 patient visits a week and I was quote unquote the best in the business at it, I can tell you that it gets burnout real fast.
• 10:05
  SPEAKER_00: And then there becomes 100 and 120 and 130 that you want to serve.
• 10:09
  SPEAKER_00: As of now, I serve about 3,000 plus patient visits a week because of recognizing that the things that I used to do really well for the patients that I was working with, I could set a system in place and scale it with the people that were motivated to do that work themselves inside of the business.
• 10:25
  SPEAKER_00: And I could continue working on improving that so that now we have thousands of people getting better that I could have never treated by myself.
• 10:32
  SPEAKER_00: The identity shift is the next diagnosis after we prescribe that.
• 10:36
  SPEAKER_00: And I totally get it.
• 10:37
  SPEAKER_00: The real adversary in your head is the fear that you have to actually make that shift.
• 10:43
  SPEAKER_00: I totally get how big that monster can feel.
• 10:45
  SPEAKER_00: In fact, I'm writing a book right now called The Four Goliaths.
• 10:48
  SPEAKER_00: And it is about monsters that are so scary and so large that it feels like you can't even cast a stone.
• 10:54
  SPEAKER_00: And one of those fears I remember for years is that if I stepped off the floor, what would happen to the patient care?
• 11:00
  SPEAKER_00: Now, I'm not in this video suggesting that you just step off your floor in order to build your business.
• 11:05
  SPEAKER_00: I think there's a way to do that methodically.
• 11:07
  SPEAKER_00: But certainly you can face those gliass.
• 11:10
  SPEAKER_00: And the subtitle of that book that I'm writing is How to Turn Your Monsters into Allies.
• 11:13
  SPEAKER_00: And you can do the same.
• 11:14
  SPEAKER_00: The fear that you have of stepping off the floor can actually be an ally to you instead of a monster.
• 11:19
  SPEAKER_00: How?
• 11:20
  SPEAKER_00: Well, one of the first steps is to recognize that if there are your patients who would miss you if you stepped off the floor, how many thousands of other people are missing you because you're not able to actually create a system that would serve multiple people?
• 11:34
  SPEAKER_00: That was an empowering thought for me.
• 11:36
  SPEAKER_00: Once I recognized how bad I felt for not being on the floor, I call it on the floor in the PT clinic space, I could do something about how to create that same experience for the countless of others that I was skipping out on.
• 11:48
  SPEAKER_00: So you can turn your monster into an ally by reframing what that monster and that fear actually is.
• 11:54
  SPEAKER_00: The fear is that perhaps the quality that you want to give so many people is going to, you're going to be eliminated from relevance.
• 12:03
  SPEAKER_00: You're going to be eliminated from the ability to actually serve those people.
• 12:06
  SPEAKER_00: Once you can reframe it and see how many other people are not getting served by that system that you could create for other people to help thousands of others, all of a sudden that fear becomes fuel.
• 12:17
  SPEAKER_00: And that's really what we're looking for here.
• 12:19
  SPEAKER_00: You can make that shift.
• 12:20
  SPEAKER_00: So don't let your fears stop you.
• 12:22
  SPEAKER_00: That's a prescription off that diagnosis.
• 12:24
  SPEAKER_00: Now, it's one thing to talk about all these things in theory.
• 12:27
  SPEAKER_00: It's another to have proof.
• 12:29
  SPEAKER_00: So another really important piece to all this is understanding that I've seen many people be successful by creating a life that is served by their business instead of the other way around, stepping away from working in their clinic to working on their clinic.
• 12:45
  SPEAKER_00: Now, perhaps you've never even opened your company yet, but you're you're dealing with all these thoughts in your head that maybe we've talked about some of here in this video.
• 12:55
  SPEAKER_00: Whether you've started your business and you're you're stuck or you're just stuck trying to get your business started, I can tell you from seeing lots of people succeed in this realm.
• 13:06
  SPEAKER_00: Brad, for example, 32 years old, wanted to start his business, didn't have the structure or know-how how to do that, was able to build a multi-million dollar revenue business and is scaling very quickly and doing so with margins in time, energy, and money.
• 13:24
  SPEAKER_00: Watching him be able to create a beautiful and powerful business where he can actually influence not just tens of people, but now hundreds and eventually, no doubt, thousands of people, has been really rewarding.
• 13:36
  SPEAKER_00: Instead of working harder as he expands, he's actually working smarter to where he has less time, energy, and money he has to apply in order to serve more people.
• 13:46
  SPEAKER_00: And that is the real gift, is when you can start to see that that business begins to serve the owner, in this case, Brad, not only making more money than he would have otherwise, but actually gaining energy and time in return.
• 13:59
  SPEAKER_00: All right, so how do we turn this from theory to actual practicality?
• 14:02
  SPEAKER_00: What do you do starting on Monday?
• 14:04
  SPEAKER_00: Back in 2020, I read a book called Free to Focus.
• 14:08
  SPEAKER_00: And it has this model called the Freedom Compass.
• 14:10
  SPEAKER_00: What the Freedom Compass essentially does in a nutshell is it teaches you to really get clear about what's the 20% only you can do, what's the 20% only you can do.
• 14:20
  SPEAKER_00: And it also teaches how do I then delegate all the functions that I don't need to be doing.
• 14:26
  SPEAKER_00: It's a concept that's given in multiple different literature pieces.
• 14:31
  SPEAKER_00: Um, it's this concept of buying back your time.
• 14:33
  SPEAKER_00: How do you hire the pieces that can take over what other people can do that then frees you up to do the 20% only you can do?
• 14:42
  SPEAKER_00: And that'll change over time.
• 14:43
  SPEAKER_00: So Monday morning, what I would suggest is you look at the 20% only you can do, you look at the 80% that you're doing that can be delegated, and you begin a methodical process of determining how you're going to hire the right people, you're gonna train them, and you're gonna put in systems in a methodical fashion.
• 15:01
  SPEAKER_00: Sometimes you have to cope until you organize.
• 15:03
  SPEAKER_00: And what that means is you're coping with the whirlwind of everything going on as you start to organize around those concepts.
• 15:10
  SPEAKER_00: And it's not gonna look real pure at first.
• 15:13
  SPEAKER_00: So we're not just talking the theory of this beautiful, amazing life that sounds so wonderful and good luck.
• 15:19
  SPEAKER_00: We're saying what's the actual practical approach?
• 15:22
  SPEAKER_00: I highly recommend mentorship that guides the process as you go from coping to organizing because sometimes you'll get so discouraged just based on the hits that you take that it's easy to actually fall back into old patterns.
• 15:37
  SPEAKER_00: Don't let that happen.
• 15:38
  SPEAKER_00: Mentors can help you continue the process of cycling up through this whirlwind of a virtual cycle.
• 15:44
  SPEAKER_00: That way on Monday morning, when you see what it is that you only you can do and you're trying to delegate, you don't get discouraged and just begin to fizzle out.
• 15:52
  SPEAKER_00: You can actually be a lot more successful today than you realize at moving from coping to organizing.
• 15:58
  SPEAKER_00: And I'm gonna tell you this next part with a little bit of passion and emotion.
• 16:02
  SPEAKER_00: And that is how powerful the payoff is.
• 16:05
  SPEAKER_00: When you invest in systems, you invest in team members, and you invest in the structure that will help you to work on your business or even build your business if you haven't yet.
• 16:13
  SPEAKER_00: The payoff is I always say it's margins in time, it's margins in energy, and it's margins in money.
• 16:19
  SPEAKER_00: Those are really just objective measures.
• 16:22
  SPEAKER_00: The real payoff is the presence that you can have for the people that you care about most, the ability to show up for people who need your help, which the reason I even shoot these videos in many other business videos in the first place is because I know the pressure that I felt when I was in a position of feeling overwhelmed and trying to get ahead.
• 16:41
  SPEAKER_00: I know that feeling.
• 16:42
  SPEAKER_00: And I recognize now, after all these years of building a$50 million business, that I'm still trying to scale up to something better.
• 16:50
  SPEAKER_00: I know that you can actually create margins and time and money and energy.
• 16:54
  SPEAKER_00: These are resources that make available to you the most important things in life.
• 17:01
  SPEAKER_00: I was thinking about this book that I read yesterday called How Will You Measure Your Life?
• 17:05
  SPEAKER_00: The real payoff is that when your life is summed up, you have the opportunity to say, hey, I didn't just work myself to death.
• 17:13
  SPEAKER_00: I worked myself into my purpose.
• 17:16
  SPEAKER_00: I worked that purpose into the people that I care about.
• 17:19
  SPEAKER_00: And I truly made an impact not only for my own happiness, but I made an impact for other people's happiness.
• 17:25
  SPEAKER_00: And that truly is the payoff is living a life that is fulfilling and continuing to grow and continuing to advance in the places that matter most, which typically is the relationships that we build.
• 17:39
  SPEAKER_00: That's what really a margin and time, energy, and money is all about.
• 17:42
  SPEAKER_00: And so I want to encourage you.
• 17:44
  SPEAKER_00: I'm going to encourage you that while there are these diagnoses, the prescription is invest in yourself through all this, right?
• 17:52
  SPEAKER_00: Like what all these little pieces that we're talking about, they all add up to investing in yourself.
• 17:57
  SPEAKER_00: Invest in the structure that allows you to work on the business, invest in mentorship, invest in partnership because I think partnership actually helps you to get there faster.
• 18:07
  SPEAKER_00: These are things that have helped me immensely to get past the crushing pressure and into the freedom that I so desired for my lifestyle condurance.
• 18:15
  SPEAKER_00: I have full faith and full hope that anybody can do that.
• 18:18
  SPEAKER_00: It just takes a little bit of clarity and a little bit of discipline with the right people, and you'll get there.