August 20, 2025 • 52 mins
Dr. Gary Sanchez reveals how finding your WHY unlocks authentic marketing, stronger patient connections, and lasting fulfillment in dentistry and beyond.
Dentists often invest in technology, training, and teams, yet still feel invisible in a crowded marketplace. Dr. Gary Sanchez knows that pain firsthand. After reaching the peak of clinical excellence but blending in with “just another dentist,” he discovered his WHY—leading him to create the WHY Institute. In this episode, Dr. Sanchez shares how identifying your WHY can transform not only your practice’s growth but also your personal clarity, passion, and purpose.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Regan Robertson (00:00):
Hello, welcome to Everyday Practices.
(00:02):
Uh, you are a, uh, originally a dentist.
Is it once a dentist, always adentist, kinda like the military?
Oh, I think so.
Uh, that has transformed into thefounder and CEO of the Y Institute.
And, uh, this institute is workingwith hundreds of thousands, uh, I'm
(00:23):
assuming across the globe probably.
Um.
From, from, you know, small businessowners, individual contributors, up
to massive, uh, large organizationsand, and leaders of it sounds like,
uh, billion dollar companies, verylarge in organizations as well.
So this is, this is something that'sbeen proven and tested and we have
brought to, um, listeners as, as youknow, getting a front seat into the
(00:48):
White Institute and Gary Sanchez.
So.
Before we dive into why thatparticular ad was so amazing and
what it did for your dental practice,take us back to the beginning.
You, you, uh, were a dentist.
You were very passionateabout advanced technology.
You poured everything into it, and youcame to an inflection point that must
have changed your journey dramatically.
(01:09):
What was that?
Dr. Gary Sanchez (01:11):
Yeah, great point.
So when I got out of dental school,the advice that I was given by the
gurus of that time was build a greatproduct and people will come, go out
and do the best job you can, and you'llnaturally, mysteriously, naturally
mysterious that people will come find you.
So I spent 20 years reaching thehighest levels you could go to
in dentistry, studying with thebest mentors, go, you know, panky
(01:32):
Dawson, O-B-I-L-V, on and on and on.
Um, buying all the technology, havingthe beautiful practice, hiring the
great team, you know, working withbusiness mentors on how to build my team.
Um, and still blending in with everybodyelse who said, yeah, I'm a dentist too,
Dr. Chad Johnson (01:50):
right?
Dr. Gary Sanchez (01:50):
Did that drive me freaking crazy.
It's not the same whatyou're getting from them.
That you were getting from me.
But nobody knew it.
No.
And my patients got used to theway we did things, and it's just
how it was to go to the dentist.
So they didn't tell everyone aboutme like I thought they would,
and I became very disillusioned.
I, I was ready to quit.
I was like, you know, I've never workedso hard at something and not gotten
(02:13):
the results that I thought I would.
And so that's when I wentout and hired a coach.
I hired a guy by the name of John Asraf.
If you've ever seen the movie The Secret,then you know who he is and, right.
And so through him, I learned how touse the internet, learned how to do
websites, drip kit, all that stuff soI could tell the world all about me.
Only problem is, what am I gonna say?
And since I didn't know what tosay and I didn't wanna sound bad
(02:35):
and I didn't wanna sound desperate,and I did, I, I didn't know.
So I just stayed quiet until oneday I heard John Asraf interview,
Simon Sinek, and I learned about thatconcept of why, and I was like, man.
So I watched his TED Talk 20, 30 times.
I read his book multiple timesand I said, I have a great
what, but I don't know my why.
(02:55):
So I became obsessed withtrying to figure out my why.
So I called Simon.
I said, Hey, I need you tohelp me discover my why.
So he had, wait,
Regan Robertson (03:02):
wait, wait.
Whoa, whoa, whoa.
You called Simon.
You could just pick upthe phone and call Simon.
What kind of connections do you have?
Dr. Gary Sanchez (03:10):
Are we
Dr. Maggie Augustine (03:10):
still
Dr. Gary Sanchez (03:10):
in Simon?
Well, at that time, John Asrafwas my coach, so he knew Simon.
So I said, John, connect me with Simon.
So he, he and I then spent a bunchof time together going back through
my life trying to figure out my why.
He didn't really havea process for doing it.
We just went backwards intime looking for clues.
And when I finally figured out mywhy, which like you, Chad, and I think
(03:35):
you, Maggie, is to find a better way.
Share it.
That's when my life startedto make sense to me.
I have a lot of betterways of doing things.
I have a lot of patents andproducts and inventions.
So in my practice we stoppedtalking about what we do, crowns,
bridges, fillings, all that stuff.
And we started talking about whatwe believe and why we do what we do.
(03:59):
We believe that life is betterwhen you have great teeth.
In fact, that was our tagline.
Great teeth, better life.
That's the message that you justheard, that all culminated in that
message that we utilized everywhere.
And as we talked about what webelieve, we attracted people
that believed the same thing.
Sure.
There was a time when we thought,um, working, having a health centered
(04:23):
practice was the thing, right?
We we're looking for peoplethat are health centered.
The health center people didn'thave any dental problems.
So we have all training inall this very high technical
dentistry and nobody needed it.
Dr. Chad Johnson (04:36):
Hey, can I pause?
Yes.
Is that not that, that is such acatch 22 with medicine and dentistry
because it's like we should have ahealth model, not a disease model.
And it's like, yeah, that's neat and all.
It's, it's also tough to make a livingoff of like telling people great job.
I mean, right.
You know, like, can you imagine saying,I want to make a car wash for people
(04:58):
who just came from the car wash.
It's just like, well,I mean, that's great.
I like, you know, wash carsand healthy people and.
Good food and, and people that areexercising, but it's just like, but
they're the least of the problem.
Like we do want to solve problems.
The world, the economy surviveson solving problems, right?
(05:19):
If someone says, oh, that's good.
I don't have any problems anymore.
It's just like, well, Iguess we're done here.
Your thoughts.
Exactly.
People
Dr. Maggie Augustine (05:26):
aren't, yeah,
Dr. Gary Sanchez (05:28):
Maggie,
Dr. Maggie Augustine (05:29):
people aren't interested in hearing how they can
get, okay, so people want a pill.
Correct.
People want a fast solution for,I'll give you the perfect example.
People come in and, you know,um, as someone that has trained
extensively, we know occlusaldisease and we know the reasons for
(05:49):
it and we know how to get it out.
You have a patient coming in andyou know why they're grinding.
They're an antidepressants.
They take medicine.
There's many different ways around it.
You can shove some Botox in themand reduce some of the LE lesions.
Or you can go through ortho,you can go through some, um.
Therapy to actually get to thebottom of what's causing you
to hold tension in this area.
(06:10):
Um, you could go through physical therapyand what is a patient going to choose?
Dr. Chad Johnson (06:15):
Easy.
They're
Dr. Maggie Augustine (06:16):
not going to choose to talk about what's going
on because that's too painful.
Dr. Chad Johnson (06:19):
Can you just do the crown?
Dr. Maggie Augustine (06:21):
Yeah.
Dr. Chad Johnson (06:22):
If, if so, can you just do a filling?
Dr. Maggie Augustine (06:25):
Yeah.
Yeah.
Better yet, the filling, becausemy copay is like $23 as opposed
to the $1,200 that the insurance.
What a bargain Deny for the crown.
Right.
Dr. Gary Sanchez (06:34):
Yeah.
Yeah, we ran into that.
Um, and, and exactly what you weresaying, Chad, is when you, you know,
when, when our goal is to bring,attract health focused people,
well, they were already completed.
They didn't need anything.
And so you can't build your, you can'tuse your expertise for one, and you can't
build your business that way for two.
(06:56):
And so you heard in the radio spot whowe're looking for is the exact opposite.
The ones that are a mess andare scared and know they need
it and are highly motivated.
Yep.
And then, and when you findthem, of course they have fear.
So if you can alleviate the fearwith sedation, then man, you're,
you could do so much for them.
(07:17):
And they tell the world totally different.
You help somebody who'salready 95% healthy, get to
96%, they don't tell anybody.
Dr. Chad Johnson (07:27):
Not a Yeah, it's true.
So that's not a billboard.
I imp I improved by one percentage point,
Dr. Gary Sanchez (07:33):
you know?
Yeah, exactly.
And so then as my practice was takingoff, we went from just getting by
at that time to having abundance.
Most, on most satisfaction, mostnew patients just were killing it.
And every year, that was in 2010,and every year from then on, we
did better and better and better.
I started getting calls fromother dentists that said, Hey,
can you help me do what you did?
(07:54):
I was in all these study clubs with 'em.
Okay.
And that's when, uh, I had thatbirthed the Y Institute A better Way.
I went back and figured out a betterway to help people discover their
why than what Simon came up with.
And then I started doing it foranybody that would let me for
free for the next seven years.
I just, you know, if you were sittingin my dental chair getting numbed,
(08:14):
you are gonna get your Y discovered.
Yeah.
If you're sitting next tome on an airplane, you're
getting your Y discovered.
Dr. Chad Johnson (08:20):
So, yeah.
It was, you were, you were craftingyour sales pitch, so to speak, not to
demean what you were doing, but for,you know, practical layman's terms.
You were crafting that,that, uh, that art within you
Dr. Gary Sanchez (08:34):
and I found a better way and I wanted to share it.
Yes.
And so I share it with anyone.
Go ahead.
Dr. Maggie Augustine (08:39):
Was it hard for you to walk, to walk away from dentistry?
Dr. Gary Sanchez (08:45):
Well, here's kind of what happened.
Um, I'm glad you asked that question.
So.
About six years ago, I was at thisevent in Santa Fe called Zora.
It's kinda like a Burning Manthing, but more of a show.
They burned this huge puppet andthere's maybe like 20,000 people there.
It was about a 25th birthday party, andso wait and drank a little too much.
I woke up the next day witha, with a headache, so took a
(09:07):
couple Advil, went back to bed.
One of the Advil didn't dissolveand it lodged into my GI track.
It burnt a hole right where therewas an artery and I started bleeding
internally and I didn't know it.
I drive back, I'm just feeling crummy,and I drive back from Albu Santa Fe to
Albuquerque, which is about an hour.
Actually go to the gym and work outbecause I'm gonna work this off.
(09:28):
And then when I got home,I just still feeling bad.
I started throwing up blood,I mean a lot of blood.
And then blood just wascoming out everywhere.
And so I thought, this isn't good.
So I went to the ER and it was a busyweekend and they made me wait 11 hours.
By the time they finally admittedme, my blood pressure was 60 over
30 and I'd lost half of my blood.
(09:48):
And so they put me in a room thatwasn't private 'cause it was so busy.
And so I get up to use the restroom andI stupidly locked the door behind me.
And as soon as I locked the door, I passout and I hit my screen on the sink.
Yes.
Knocked out.
And so luckily I woke up andwhen I woke up, there's blood
everywhere and I, I pushed thedoor open and then I passed out.
Locally, somebody found me.
(10:10):
So the next thing I know, I'm in this bed.
They've cut all my clothes off.
I have the two pads on, had to revive meoff to surgery to try to get to the bleed.
They couldn't get to it because theywere going, you know, with a scope.
So they decided to justwait and see what happened.
So they do a CAT scan to seeif I've stopped bleeding.
When they pumped the dye into myarm, they blow out my arm and my arm
(10:30):
starts filling up with blood clots.
And so now they do an ultrasoundand find out that the blood
clots are growing into my lungs.
So the doctor walks in and he said,Hey Gary, you know the, we have to
stop the blood clots 'cause they'regrowing into your lungs, but if we
try to stop the blood clots, we can'tget to the bleed, so you're gonna die.
And if we don't stop theblood clots and they get into
(10:51):
your lungs, you're gonna die.
I said, well, what are we gonna do?
He said, I don't know.
And right then my phone rang and it wasa buddy of mine that was a cardiologist
at the hospital and he said, Hey Gary,I was just looking over the log today.
I didn't even know you were in here.
And I don't like what they're gonna do.
And so he said, I'm gonna take over.
So I was in the ICU for nine days.
A lot of crazy stuffhappens to you in the ICU.
(11:12):
I don't know if any of youhave ever been a patient in the
ICU, but pretty crazy stuff.
Um, ultimately what happened was I hadto go to bed one evening with an IV of
heparin, so stop the blood clot and hopeI didn't bleed, which is what happened.
And then they could treat itwith blood clo, blood thinners.
Dr. Chad Johnson (11:29):
Hold on.
At that moment they give youthe heparin, do you think?
Good night.
Farewell.
Possibly.
I mean like, like as you're going tosleep, is it possible that you're just
thinking like, what if I don't wake up?
I didn't go to sleep for one.
Dr. Gary Sanchez (11:50):
But secondly, so here's what actually happened that night.
I was worried like, just like youmentioned, what's going to happen?
'cause you, you can't feel it.
I was not in pain.
Yeah, I was thinking, really, I'mgonna die from a fricking Advil.
Are you kidding me?
Not jumping out of a helicopteror off a cliff or something?
(12:12):
Advil.
You don't, I had no pain.
And so the doctor was there and I said,what's gonna happen if I start to bleed?
'cause she comes in to tell me,oh, I, I, I have to go home.
I'm, my shift is over.
I'm leaving.
I'm like, wait a second.
Hold on.
I'm about to start hep um,heparin and you're leaving.
(12:33):
But I've told everyone what, whatto do and they're all aware of this
and they're gonna take care of it.
And they know.
And, um, they have my PE pager andeverything else, and so many crazy things
that happened to me while I was there.
She leaves and I thought tomyself, I'm gonna test this.
I said, 'cause I don't believe her.
So I buzzed the nurseand I said, all right.
(12:54):
I start to bleed internally.
What are you gonna do?
She tells me what she's gonna do.
I said, that's not even closeto what the doctor said get.
She said, well, actually I would getthe nurse charge nurse and let her know.
I said, go get the charge nurse.
So the charge nurse comes inand I said, I start to bleed.
What are you gonna do?
She tells me the complete wrong stuff.
I said, go get the doctor.
She said, you have her pager.
She said, okay, lemme go page the doctor.
(13:16):
Two hours later she comes back and says,I couldn't get ahold of the doctor.
I was like, are you kidding me?
So nothing was in place.
If that had happened, I would have died.
Yes.
That's when I reallystarted thinking about it.
Luckily then my phone rang andit was that the doctor, and
she said, man, I am so sorry.
I thought they knew.
I, you know, I, I just,uh, just excuses Sure.
(13:37):
Excuses Sure.
Um, but when I finally.
Made it through and made it out.
I got back to my practice.
I came to Indianapolis.
That's why I was in Indianapolis,what we were talking about.
I went to the Brain Institutein Dr. Kahan, in in, at, um,
at Indiana University, and itwas India, Indiana University.
(14:00):
Is that Indianapolis?
What's in Indianapolis?
Hmm.
University of Indianapolis.
Well anyways, that's why I was there.
I had to go through all these brain tests'cause my brain wasn't working very well
after all the stuff I'd been through.
And uh, but I finally get back tomy practice and one of my patients
who's in his mid eighties, took measide and he said, Hey Gary, you
(14:21):
know you got a second chance onlife here when you get to be my age.
And you look back on your time here onearth, are you gonna be glad you stayed
a dentist or are you gonna wish you'dtaken this why thing to the world?
Yeah.
I said, I'm gonna wish I'dtaken this Y thing to the world.
He says, well, then youknow what you need to do.
And that's when I walked away
Dr. Chad Johnson (14:38):
and Google says, yes, Indiana University does
have a campus in Indianapolis.
It's officially known as IndianIndiana University, Indianapolis.
Dr. Gary Sanchez (14:48):
That's where I was.
That's where I was, boom.
That's where I got to see thepotholes we were talking about.
Dr. Chad Johnson (14:52):
Huh?
Regan Robertson (14:53):
Gary?
Dr. Gary Sanchez (14:55):
Yeah.
Regan Robertson (14:56):
How, I'm very curious because you have, you have really
distilled the wises down into ninewises, so there are nine and all of the
years, seven years volunteering one.
That is such a passion callif I have ever heard of it.
And, and my dad has always toldme for my whole life, you know,
do what you love and, and yoursuccess will follow from that.
(15:17):
But anytime you get thatinkling, go towards it.
So, so in one.
Essence, yes.
Creating that sales kind ofpitch, but other deep research.
How did you come up with the nine why's?
What are they?
And, and can you walk us through thatprocess, um, of how you discovered
it and, and really put it togetherin the Why Institute process?
Dr. Gary Sanchez (15:38):
Yeah.
You know, I wish I could tell youa, uh, um, an amazing story, but
this is what actually happened.
I was working with a big group of lawyers.
In Florida.
This, this guy said, Hey, couldyou come, we're having a big event.
Would you mind taking us throughthe whole y uh, discovery?
'cause I had worked with him, thefounder, and he credits that with the
(16:00):
success of his business from goingfrom zero to many, many millions.
And so he said, will you comeand work with our lawyer?
So it was about 50lawyers in the room and.
He said, just take, um,tell 'em about the why.
Take one of them out of the,this is what I used to do.
I would take somebody outtathe audience on stage with me.
I would discover their why right infront of the audience, and then I would
build their messaging, marketing, andbranding for them right on the spot.
(16:24):
Because once you know somebody's why, it'svery easy to develop their message market.
All that stuff's very easy to do.
So that's what I did.
I brought somebody how he said,you'll probably be on stage 45
minutes an hour, something like that.
Okay, great.
So I bring somebody outta the, uh,stage, uh, audience, on stage with
me, discover their why, um, and thenbuild a messaging, marketing, branding.
Well, when I was done the next, somebodyelse raised their, Hey, can I go next?
(16:47):
Oh, 15 hours later, I'm still on stage
Regan Robertson (16:51):
How many hours later?
Dr. Gary Sanchez (16:52):
13.
Regan Robertson (16:54):
13 hours.
That's like Tony Robbins level.
Like you just jumped 13 hours
Dr. Gary Sanchez (17:01):
and about halfway through that day, this one
gal, this female lawyer, raisedher hand and she goes, Hey, uh,
Gary, how many wives are there?
I don't know.
I never thought of that at that,when I started keeping track, keeping
Regan Robertson (17:16):
track, no way
Dr. Gary Sanchez (17:17):
the same nine kept coming up over.
Over and over and the name of the wiseare the words that people would use.
So Chad and Maggie and myselfwould always say, you know, here's
the questions I would ask them.
There's basically two questions.
Tell me a story about an interactionyou had with somebody at work
(17:40):
that made you feel successful.
Chad and Maggie would tell me about howthey helped somebody find a better way
to smile or a better way to do something.
I would too, you, Reagan would talk abouthow you helped somebody move forward,
just how you were there for them,how you contributed to their success.
Regan Robertson (17:58):
100%.
And in the results through, I, yourquestions were very interesting to me,
how you came up with the questions thatare all in the, the why discovery, and
at the end, uh, so listeners, if youtake this, what at the end, you get
this beautiful dashboard and it walksyou through your, um, your different
whys and, and how they show up.
(18:18):
And in it, it was, um, down towardsthe bottom, it had like words that,
that use are used to describe youor things that you will likely say.
And I was like, yes, yes, yes, yes.
I've said those specific things, andChad and Maggie, you both know how,
how powerful words are and specificallywhat people say, it gives that
meaning that's, that's unique to them.
(18:39):
So I, yeah, con contribute is my big why,and I felt like it fit me to an absolute.
T like if I believe in someone's mission,if I believe I wanna be a part of it.
And uh, yeah, that was,that was brilliant.
Did you, Maggie and Chad, I'm curious,did you get the report and look through
it and get to that section by chance andkind of resonate with the better way?
(18:59):
I think better way fits both of you,because both of you are always on
that endless pursuit of, you know,maybe it can be done differently.
That's what I hear.
Like maybe there's, I knowthis is how it's done.
Chad says that Gary to me all the time.
I know, but yeah.
Dr. Chad Johnson (19:14):
So Gary, I, I know that one of your sayings is there's,
you know, always a better way.
Funny enough, mine, I'm one of the 13%it says, that is my why is better way.
So that one's mine and the subcaption, what a wonderful why you have.
I like that.
But you know, so, Gary, let mepush into this for a minute.
Dr. Maggie Augustine (19:35):
Yeah.
Dr. Chad Johnson (19:36):
These are self-admitted questionnaires, right?
So.
How far off?
So,
Dr. Gary Sanchez (19:44):
okay.
Okay.
There's over 4,000possible question options.
I use the logic based programming, soit's not we, we don't take the same most.
Assessment.
That's what we don't call it anassessment, we call it a discovery.
Sure.
Like Myers-Briggs or Colby or StrengthFinders or those, there's a, a set list
of questions that everybody answers.
(20:05):
Alright.
And a score, that's not what this is.
There's four over 4,000possible question options.
Your next question is basedon the one you just answer.
Dr. Chad Johnson (20:15):
Oh, interesting.
Dr. Gary Sanchez (20:16):
So we would all go in different direction because
Chad, you and Maggie and I allhave different how and whats.
And, um, so, and, and Reagan would beon a completely different path than
us because her why is contribute.
So it's not a scoring type thing.
Um, it's, and your, your next question'sbased on the one you just answered,
(20:37):
and it double checks itself as it goes.
And it actually goes all nine levels deep.
You didn't get to see that.
But I have it, uh, in my dashboard,so I Oh, I know a whole lot
more about you than, uh, thanI've given you access to yet.
Very cool.
So it, it gives, for those of you that arelistening, what this does is it gives you
(21:01):
the words to tell the world exactly whoyou are and why they should choose you.
And if you take that and you createyour messaging, your marketing, your
branding, your website, your radiospots, your conversations, all of that
based on it, not only will it feelauthentic to you, but it will attract the
(21:26):
right people that are looking for you.
Those are the ones that youwant as your new patients.
You don't want everybody, you'relooking, no people that that's right.
What you believe.
That's right.
So.
Regan Robertson (21:40):
Well, I have to say I so that the, the, there is a, when
you take this listeners and you gothrough it, there is the why, which
is like your top overarching level andthen there is the how and then there
is your what And, and I'm jumping.
I hope I'm on video.
I'm jumping because when I went throughthis process and it came back to me, my,
(22:00):
so my contribute, my why is contribute,my how is make sense and my what.
Is mastery.
And this year in particular, I've beentalking to our CEO Victoria Peterson about
what I wish to master and why that is soimportant to me that I go into mastery.
And in there are like, there are,uh, the, the celebrations and the
wins of having these attributes.
(22:21):
And then there's thechallenges that come with it.
And one of the challenges, um, under,I think it was make sense, it could
have been make sense or mastery,but one of them was overcommitting.
Because you're a contributor,you wanna help everybody.
And, uh, and I realized thatthat was my way to communicate.
I wanna hone into one area, and it wasreally because I could say yes to so
many things and I asked her do yes.
(22:43):
So to go from being like thatall utility player who is kind of
abandoning herself because she justkeeps saying yes and taking on things.
How do I communicate that?
And I kept saying the word mastery.
So when that came up, I was absolutelyfloored, um, with how well it was.
Just, just how well itwas communicated to me.
And I thought, this makes this,this truly makes sense to me.
(23:06):
And I also took that information and Ilooked at my LinkedIn recommendations.
So over the years, what people havesaid about me, so I don't know if you
guys do this, but, um, I don't likeask for referrals per se, or like
reviews, but I have over the yearssaid, you know, if, if we've worked
together in a voluntary capacity orwhatever, just leave me a recommendation.
And I read what people wrote.
I was able to correlatethat with what this says.
(23:29):
So Chad, kind of to answer yourquestion too, this is self-admitted
and then it goes through logic.
So yes and no.
Um, but I think how, how you answeredobviously was reflected in kind of a,
you know, a third party situation if youwill, uh, which was really fascinating.
Dr. Gary Sanchez (23:45):
Chad, can I take you through some things about your YOS?
Sure, go for it.
Okay.
Do you have it up on the screen there?
Dr. Chad Johnson (23:54):
I think so I have a couple site, like I have, I
think my dashboard up and then onthis one is my, um, I think I had
clicked on what is my y So yeah.
Dr. Gary Sanchez (24:07):
So go back to your dashboard and where it's simple.
YOS Do you see simple YOS?
Uh, yes.
Read that out loud to, its where itsays, I believe how to ultimately.
Dr. Chad Johnson (24:19):
Okay, so the simplest way to articulate who you
are, go ahead and say it out loud.
There are three things.
Why, how, and what.
The first is why I believe thatsuccess happens when we find a
better way and are able to share it.
Yep.
Keep go.
How is, how do, how I do that?
(24:39):
How?
I do that is by creating andfollowing systems and processes
that lead to predictable results.
What ultimately what I bringare solutions that make sense.
And
Dr. Gary Sanchez (24:53):
how does that
Dr. Chad Johnson (24:53):
feel to you?
It resonates with me because, uh,like one of the things that I like
doing is systems and, um, and puttingtogether, like I've been doing EOS, uh,
the entrepreneurial operating systemsand, um, and basically coming down to
it's just like let's, uh, uh, a lotof questions that I ask sometimes when
I'm communicating with people latelyin the last month or two has been.
(25:17):
Am I just solving your problemor am I hearing you okay?
Like are, you know, 'cause I'm stoppingwanting to, to recognize like, I might
be that quintessential guy that's justbeing like, well then just do this.
And it like, it's like, but isthat what you wanted to hear?
'cause that still is the answer,but, uh, trying to figure out,
Dr. Gary Sanchez (25:35):
so, so let's talk about that for a minute.
Okay.
So for those of you that are listening,if you had a piece of paper and pen or
pencil, um, Chad's why is Better Way.
His how is right way andis what is makes sense.
Okay.
So it's better way, right way makes sense.
So that tells us a lot about Chad.
(25:56):
He's always in search of a better way.
He goes to bed thinking about betterways, and he wakes up thinking about
better ways and he cannot turn it off.
And he's rarely satisfied.
Right?
He's always looking to improve things.
Now how he does that is he'sgonna be looking for processes
and systems that work.
He wants to find things that he knows willget predictable, consistent results, which
(26:19):
is what EOS is, because ultimately what hebrings are solutions that just make sense.
If we just do this, it'llmake sense, it'll work, right?
Yep.
So what also that tells us is whoyour ideal client is, who Chad is.
Ultimately looking for.
So write this down if you can.
(26:41):
Um, I'm looking for someone who'slooking for, so I'm looking for someone
who's looking for, and we're gonnaadd your why, how, and what there.
And that will be your ideal client.
So I'll do it for you, Chad.
I'm looking for someone who'slooking for a better way, better way.
(27:04):
Mm-hmm.
To move forward.
I'm looking for someone who's lookingfor the right way to get results, and
I'm looking for someone who's looking forsolutions that make sense, which is why
Dr. Chad Johnson (27:19):
I love.
Our second opinions that we givefor patients to be able to say,
you know, uh, do you, I justactually had one this last week.
I was working out of town and so, um,my admin sent me this thing saying,
Hey, this patient wants to know.
They were at another office, theygot this x-ray and they were told
(27:39):
they need root canal treatment.
And I said, listen, according tothe x-ray, which is only one view of
it, but it just does, it just does.
Don't, don't even bother.
Just tell 'em.
The first dentist is telling the truth.
They can have peace of mindknowing that's, it's not bogus.
They just need it.
The, you know, like skip,skip the waste of time.
Just yes, just do it.
(28:01):
And that's an example whereit is just like, just.
Yes, it makes sense.
Just do it.
Dr. Gary Sanchez (28:06):
And so that's what the essence of your
marketing message is about.
This is who I'm, look if, if someoneis looking for a better way, is
looking for the right way to getresults and is looking for things that
just make sense, you are their guy.
Dr. Chad Johnson (28:22):
Mm-hmm.
Dr. Gary Sanchez (28:23):
You will have a great relationship.
They will love being with you.
They will love everythingyou're all about.
Dr. Chad Johnson (28:29):
And Maggie, this reminds me of our mutual
case that we're working on.
Where after, I don't know what itwas, about a month of looking at
that case going, why does this keepon failing from the old specialist?
You know, uh, we'll keep it anonymousby saying, you know, not saying
what kind of specialist but the oldspecialist who was working on that case.
And then all of a sudden I go, wait.
(28:51):
We don't have much AP spread tothis, you know, all on X case.
I was like, well,there's why it's failing.
It's not the screws, it's not theabutments, it's just the fact that the
physics are pushing on this, you know?
And so I was, and I was blown away.
You and I both because as like.
You think someone would've seen that?
Like,
Dr. Maggie Augustine (29:08):
and I love it how a general dentist or two,
Dr. Chad Johnson (29:12):
uh,
Dr. Maggie Augustine (29:12):
sometimes contest, maybe even know more
than a specialist sometimes.
Sorry, had to throw that out there.
I know.
Dr. Chad Johnson (29:20):
It was tough because it, it was, it, when it
became so clear, it was just like,well, there's one, you know, there's,
there's a couple solutions, but it'sjust like, but there's the problem.
Now we know how to move forward.
Yeah.
Dr. Gary Sanchez (29:33):
And Maggie, we could do the same thing
with your why, how and what.
Right?
I'm looking for someone who'slooking for a better way.
I'm looking for someone who'slooking to do it differently.
Maggie's how is challenge?
Dr. Maggie Augustine (29:45):
Correct.
Dr. Gary Sanchez (29:46):
And I'm looking for someone who's looking for to dive in
deep and really look at what's going on.
Not look at it at just a surface level,but let's figure out how did this happen?
Why did this happen?
What are we gonna do about it?
Dr. Maggie Augustine (29:58):
It's like you've been living outside of my window.
Dr. Gary Sanchez (30:00):
Yeah, that's cool.
And so that's the, and that's what youneed to talk about in your messaging,
your marketing, your branding.
All of that is aboutwhy should I choose you?
And it's not because you have all thesedegrees and you have all these courses
you've gone to and all, everybody saysit and, oh, I'm the most high tech.
(30:22):
Well, only until I buy somethingmore high tech than you have correct.
Dr. Chad Johnson (30:26):
But, but you know what, Gary, Maggie, I actually feel like
she has that, that message dialed in.
Y you know, like, I feel like, uh,that when you were saying that, I was
like that, that's what I think aboutwhen I look at your website, Maggie.
Dr. Gary Sanchez (30:43):
So you may already have it there.
Dr. Maggie Augustine (30:45):
That was, that was be tweak.
Yes.
And Reagan had a big hand in that.
Regan Robertson (30:51):
Well, there's what, what blows my mind about this?
And, and this does get intothe, the radio script and the,
the ad that you played for us.
How beautifully.
And, and it goes, it goes deeper andit's, and it's a little more scientific
and it's, it's, it's scalable.
It's something that's scalable with thisamazing, you know, logical thinking, uh,
discovery process that you've set up.
(31:11):
But it is very, it, it takes.
It helps people understandthat hero's journey.
So in the Donald Miller StoryBrandframework, you get down to that
philosophical, why, what was that moment?
Why is this unfair thatsomeone has to live this way?
And so for you, Gary Hearing I was inthe ICU, like it was really literally
a touch and go, not a good situation.
(31:32):
So you had that very, very,very rock bottom moment that
said, you know, I'm going to.
I'm gonna shift my life and thisis why I'm gonna shift my life.
So you had that, thatsort of trajectory for it.
And, um, and I, you know, when.
What's so beautiful about this isideology is one of those core areas
where people will make the decision.
They will do it on the ideology,and you have just, just distilled
(31:56):
down the ideology of each person.
So for Maggie, you know, making surethat people feel seen, that they feel
heard, that is so important to her.
And the way that you just describedthat with Chad, you're right, that
is like, it's a signal, it is abeacon, and it's so easy to work into.
You know, the StoryBrand framework,if you're going to go that route
or whatever methodology you choose,you can plug in that belief because
(32:19):
now we're not talking surface level.
The, the how things get done isnot really as important as the why
we're doing it in the first place.
So I think you just shootstraight to the heart and, and
that beacon just radiates out.
And I, and you're right,Gary, I think you're right.
It does make everything easier after that.
You do have to trust it.
Um, and you have to be clear.
(32:41):
About what your why is.
Also, you have to be honest with yourself.
I know that I've, I've intervieweddentists over the years, and we get
down the path, and I don't know ifthis has happened with you, Gary, as
you're helping people discover theirwhy, but for example, they discovered,
I don't, I don't wanna be a dentistand I don't wanna admit it to anybody.
You know, I have reasons for whyI don't wanna become a dentist,
but what do I do with this now?
(33:01):
And that, to me, that flips over intotherapy that point I, but marketing
isn't going to help you with that.
Dr. Gary Sanchez (33:08):
Well, um, one of the things we talk a lot about is
that people don't know what they wantbecause they don't know who they are.
If you help them figure out who theyare, it becomes infinitely easier to
help 'em figure out what they want.
So if we put each of you in a positionwhere you get to live your why, your how,
(33:30):
and your what, you will love what you do.
You will have passion for what you do.
And passion is the fuel that givesyou the energy to pursue your dreams.
Without passion, you quit.
You give up.
With passion, you persevere.
So if we put you, let's take Maggie.
We put Maggie in a place whereshe gets to find better ways.
(33:50):
She gets to think outside the box,and she gets to dive in really deep
looking for the nuances, the littlethings that make the big difference.
Would you enjoy doing that?
Dr. Maggie Augustine (34:00):
I already do, but yes, absolutely.
That's a dream come true for anybody.
Dr. Gary Sanchez (34:05):
Anybody.
Dr. Maggie Augustine (34:05):
It doesn't feel like work that way, right?
You're pursuing your true calling there.
There's just, there's light.
Dr. Gary Sanchez (34:12):
Exactly.
And but if I put you Maggie, in a placewhere you don't get to find better
ways, you don't get to think outsidethe box and you don't get to dive in
deep, how are you gonna like that?
Dr. Maggie Augustine (34:23):
Yeah, it's gonna feel gritty and muddy and
heavy and I am not gonna wanna walkthrough the door in the morning.
Dr. Gary Sanchez (34:30):
And how about if you do that?
If we put you in that spot for a year?
For five years, for 10 years,
Dr. Maggie Augustine (34:37):
I'm gonna be kind of a jackhole to just about
everybody that works around me,which I've lived that life too.
Dr. Gary Sanchez (34:43):
So now you can look around and see people that
are really struggling and if youlook at what they're doing from the
perspective of their why, how, andwhat you'll see is not in alignment.
And all you have to do is helpthem make a decision to move into
a place where they get to live itand you know they're gonna love it.
There's such a difference betweenbeing able to do something
(35:06):
and loving what you do, right?
And so absolutely put people in aplace where they love what they're
doing, and this is your team as well.
So if you knew the why, how, and whatof every one of your team members, you
could create a team that is so inspiredand so excited because they get to do
what they love to do every single day.
(35:28):
Imagine what that would be like for them.
So do this for each oneof your team members.
Create a matrix that is, here'stheir name, here's what they do,
here's their why, how, and what.
And you can very quickly see, doI have the right people in the
right place doing the right thingswhere they love what they do.
(35:49):
If not, just help them find thatposition where they get to do that.
And you will see a team that is soexcited, so fired up to come to work.
Can't wait to share the message,can't wait to talk about you.
That's how you do it.
Mm-hmm.
That make sense?
Regan Robertson (36:06):
It does.
Absolutely.
Dr. Chad Johnson (36:09):
Yeah.
I feel like your, uh, yinstitute.com would, um, shut down.
In the best of ways.
A lot of, uh, Facebook private,um, uh, discussion questions where
someone will say, I just don't, I see'em about three times a week where
(36:29):
someone will post as a dentist in, ina private dentist only group and say.
Don't like what I do.
I just graduated a year ago, or Igraduated, you know, 30 years ago and
I don't know, you know, like all overthe board, but they kind of have the,
the common theme of guys, what, whatdo you guys do to get through this?
(36:52):
'cause it just isn't, you know,like I'm not only having a day
that I don't like or whatever,it's not a week, it's not a month.
It's turning into a. I don'tlike this and I don't know if I
like myself and stuff like that.
And, um, yeah, that, uh, but it'dbe interesting, like if the answer
was go to y institute.com and just,you know, like get moving on it.
(37:16):
Um, yeah.
Gary, your thoughts?
Dr. Gary Sanchez (37:19):
You know, I, I feel kind of bad in a certain way that I
haven't spent more time in dentistryafter I left dentistry because there's
so much I could do to help dentists thatwent through what I was going through.
'cause I felt that way.
Right.
And all of the work that I've beendoing has actually been outside of
(37:39):
dentistry only haven't been asked.
Yeah, I don't know.
I haven't really gotten back around towho the heck is in charge of what and what
I, I'm asked to speak at a lot of eventsall over the world now, but I haven't
really been asked to speak in dentistry.
Right.
Oh, well,
Regan Robertson (37:57):
Gary, that makes sense.
Dentistry is about a decade behindeverybody else, so I, I think,
I think you're probably justpar for the course right now.
Dr. Gary Sanchez (38:06):
You know what's interesting is, uh, I was at the na na na
uh, national Ophthalmology Conference andOphthalmology's very similar to dentistry,
and they think they're 20 years behind.
Dentists
Dr. Maggie Augustine (38:18):
really?
How little do you wanna get paid?
And how about like, nothing?
Um, because in dentistry they don't, I
Dr. Chad Johnson (38:29):
expand that thought, Maggie.
Dr. Maggie Augustine (38:31):
Really?
Dr. Chad Johnson (38:32):
Yeah.
I, I,
Dr. Maggie Augustine (38:37):
we don't pay much in dentistry.
Um, but I suppose if there, there'ssomething for you to stand behind and
you can, and make, make some money on thebackend by, by selling a, a, a product.
Oh, the product,
Dr. Chad Johnson (38:49):
okay.
So you're saying as consumers, dentists,don't they, they're thrifty, you
Dr. Maggie Augustine (38:55):
know, that,
Dr. Chad Johnson (38:55):
um, I just wanted to make sure I understood what you're saying.
Got it.
Dr. Maggie Augustine (38:59):
That, that, that might need to be cut out of the podcast.
That, that this was.
No.
Dr. Chad Johnson (39:03):
No, it will not be because there's truth to that.
Regan Robertson (39:06):
I, I don't, and I, I don't know that it's that.
I, I'd like, I You are a dentist, so Ithink you, you get to say Dentist Smith.
That's right.
Cheek what?
From my humble perspective, Isee that dentists have so much
on their plate and decisions theyhave to make every single day.
That if I was a dentist, my brain wouldbe firing so quickly that I would probably
(39:27):
say I would devalue certain areas.
So,
Dr. Maggie Augustine (39:30):
well, you know, I have people coming up to me frequently.
It's like, Hey, could yourecommend a marketing company?
I want something cheap.
Well, I, um, still doesn't work.
Okay.
If you want cheap, you'll get cheap.
Um, and so that.
We're kind of backwards when it comesto that kind of stuff, but, but even
when it comes to some of these peoplethat are putting on the events, they
(39:53):
do not, as a wellness speaker myself,I'm constantly this, okay, I'm sorry.
We're not gonna pay you.
You're a wellness speaker.
You should do this for free.
Well, why are you payingimplant specialists to to speak
and you're paying me nothing.
And so yeah, I'm a little bit ona high horse and there's, there's
an air of, um, bitterness to it.
(40:13):
And so we, we need youdesperately in dentistry.
Absolutely.
We just saw what you could do onthis podcast, how much we can all
benefit, um, our state need you, butget ready to get paid like 10 bucks.
Dr. Gary Sanchez (40:32):
Well, I've learned, I'm not worried about that because I've, here,
here's a little tip back, back, uh, thatmight, might help you, Maggie, is, um,
whenever I get asked to speak at events,I never, you know, they'll say, well, what
do you charge to come speak at our event?
And I'll say, well, what's your budget?
Dr. Maggie Augustine (40:49):
Right?
Yeah.
Yeah.
Dr. Gary Sanchez (40:50):
And so, um, and it's usually even more than what I'm, you know,
I'm usually paid 25,000 to come to speak.
They're usually more.
So it's very, um, and then, but I,I bring something different though.
I take the entire audiencethrough discovering their YOS
(41:14):
right on the spot right there.
Yeah.
So I don't talk about the concept of,Hey, this would be nice if you knew it.
Hey, how about if Yes, right now, andthen let's talk about how you can go
use it in your life, your practice.
Yep.
Go
Dr. Chad Johnson (41:29):
tangible.
Dr. Gary Sanchez (41:29):
Yeah.
So let's say there's an audience, likeI just worked with that pork group.
There was a thousand pork farmers, um,that if they had paid me just to take
it, it would've been a hundred thousand.
'cause it's a hundreddollars to take it, $97.
So they got a great deal to have me come.
Mm-hmm.
And they all got to takeit for, you know, for free.
(41:52):
As for me being there.
Wow.
So anyways, that's a, that'sa little off topic, but, well,
Regan Robertson (41:57):
I, you bring up, you bring up something that I think is
important in dentistry specifically,but in, in any service industry
also is the nuance of listening.
So, I, I, when I am, you know, goingthrough a branding process, for
example, it is critically importantthat I have a one-on-one with that
person and I interview that person.
And what I'm listening for arethe nuances that indicate to me.
(42:19):
We should go down this path, or we shouldinvestigate this a little bit deeper.
So when I'm trying, I call it the thirdlevel of why, uh, and that came from,
I think Skip Miller, who, who taught alot of sales training and um, you know,
combined with Donald, so my Miller Boys.
But, uh, you know, going downinto that third level of why for
them I have to listen to them.
So to have you.
On stage going through that.
(42:40):
It, it, I, I don't know how I could,other than, you know, doing your 4,000
different, different ways of logicthinking, know how you could do that.
Like, can you, you need thehuman heart to understand where
that group is going to go.
Or like, before we hit the recordingbutton, you were discussing a group
that, that you were working through,which quite a few individuals for a
very large initiative, do you have oneof them come up or do you work in a
(43:04):
small group and ask them and then my.
I guess my third question is, do you havecoaches that help facilitate this process?
Like it's one thing to take the discovery,Gary, what are the next steps to make
sure that we can actually put thisinto practice and make it really stick?
Dr. Gary Sanchez (43:20):
Yeah, so if you are somebody that likes to do it on your own
there, we have online courses that'llwalk you through how to live your YOS
or how to do this with your family.
How to build your messaging andyour marketing, all that stuff.
Um, we have AI tools now that we cantake, that we can share with you.
I have a clone that you can have accessto where you can just ask me questions
(43:42):
and I can go through all that with you.
I put like over 4 million piecesof data into this clone, and so
now you can just ask me, Hey, aremy YOS is this, what does it mean?
How do I use this in my practice?
How do I talk to my spouse about this?
How do I, you know,all kinds of questions.
Then we also have about 300 coachesthat could take your company through
the process of incorporating in withyour team and then expanding it out
(44:06):
into your message and your reach.
So there's a lot of ways that youcould do this if, if you wanted to.
And so, yeah, that's, that's I think whathappens is when companies utilize the YOS,
it becomes the language that they speak.
So here's what typically happens,and in fact in our, if we had gotten
(44:29):
on this call and I didn't know yourYOS and I, what we would do is we
would look at each other's hairstyle.
We'd look at glasses.
We'd look at jewelry, we'd lookat what you're wearing, and we'd
look at what is in the background.
And we would create a, a narrativearound what we think we see.
And that's who you would beto me, or I would be to you.
(44:52):
And that's how we would treat eachother based on what we think we see.
But now that I know your why, how,what, I know exactly what you're
thinking and what's going throughyour head and the way you process.
And so it makes it so much, um, morethe, the conversation so much richer
when we already know who each other is.
(45:15):
Sure.
So much faster.
Sure.
And so I don't meet with anybody.
In person or on Zoom, unless I know theirYOS Mm. What are we gonna talk about?
Gonna go, gonna go round and roundon a bunch of Bs and they we're
not once I know you're YOS, youknow I just had a conversation.
(45:36):
It somewhat
Dr. Chad Johnson (45:36):
profiles us in it dials us in,
Dr. Gary Sanchez (45:38):
dials you in and I, and once I know, once you know that I
know who you are, the walls go away.
You don't have to puff your chest out.
You don't have to tell me anything.
You don't have to impress me.
You don't have to do, we don'thave to impress each other.
We can just, Hey, how about if wehave a real conversation, like,
what's really going on here?
And it becomes, you know, I I, I hada call a couple weeks ago with the
(46:00):
Admiral of the Navy, 'cause we're gonnabring this, you know, to the Navy.
And he hadn't taken his YOS yet.
And we had this call, I had never methim, and we, he hadn't taken his YOS yet.
So we sent him an email, Hey, AdmiralFogo, you, you need to take your
YOS before we get on this call.
Oh.
Oh, okay.
And so he does it.
And then when we get on the call,there's like two buddies having
a conversation versus I'm talkingto Admiral, you know the admiral.
(46:25):
Yeah.
And it just allows for realconversations, real connection, moving
things forward at a much faster pace.
Mm-hmm.
Regan Robertson (46:37):
Gary, your, I think it is, is it your, your how?
Have, simplify and clarify, right?
Is it your how and your what?
Dr. Gary Sanchez (46:45):
Clarify, simplify.
Yeah.
If,
Regan Robertson (46:47):
if anything, if anything, this, thank you for this, this
hour of time, uh, to dive into this.
You have definitely honed in and, and madethings better and you've made it simple.
It easy, it's clear, and I love how youjust, you just sort of glossed over that
you're working with the Navy right now.
This is.
Been proven.
I mean time and again, and I, I'm just sograteful for the work that you're doing.
(47:11):
Uh, how can people get in touch with you?
What's the best way to learnmore about the Y Institute?
Dr. Gary Sanchez (47:16):
Yeah, so go to y institute.com, WY institute.com.
And if you use the, uh, thiscode, I'll give you a code.
It's podcast 50.
Okay, podcast 50.
You can get it at half price.
It's only $97.
And I'm talking to Dennis.
I know you have the money.
Spot,
Dr. Chad Johnson (47:34):
in fact, put in Podcast one 50 for a special
discount of if dollars more.
Yes.
Regan Robertson (47:40):
Think.
Think about at at the, atthe service level, doctors,
listeners, think about what you'respending on marketing right now.
Thinking about how frustrated you are.
$50 is nothing.
If it means that you can clarifyyour message, make it simpler
and, and attract those patients,
Dr. Gary Sanchez (47:57):
and I'm gonna give you a, some homework.
I'm gonna give you you all, somehomework and then everybody listening,
here's what I want you to do.
Once you've discovered your Y os,your Y operating system, you're
gonna get a thing that like whatChad read, which was his simple YOS.
What I want you to do is copyit, paste it into Chad GPT.
Copy your current about page on LinkedIn.
Dr. Chad Johnson (48:21):
Oh, post it and ask it.
If it res, like if they're synonymous.
If they're resonating,
Dr. Gary Sanchez (48:26):
well then use this prompt.
Rewrite my LinkedIn about pageso that it's authentic to my YOS.
Yes.
And resonate with my ideal client.
Yes.
And watch what you get.
And that's the message you canuse all over your website, all
you can use it everywhere, andyou can then tell it create.
(48:46):
Five sample taglines for me.
Yeah.
And be blown away by what you get.
Yeah.
So if that isn't worth 50bucks for you then Right.
Don't come back.
Exactly.
You're, you're not the person
Dr. Chad Johnson (49:01):
I'm looking for.
Dr. Gary Sanchez (49:02):
You're not looking for a better way, you're
Dr. Chad Johnson (49:04):
just looking to complain.
Hey, there's a different group for that.
Just go, go to the complaint
Dr. Gary Sanchez (49:10):
podcast.
Not the Better Way Podcast.
Dr. Chad Johnson (49:14):
Well, Dr. Sanchez, very cool for you to come on.
I super appreciate it.
It is great knowing you ormeeting you, uh, online here.
I look forward to, uh, possiblysomeday meet you in person.
Dr. Gary Sanchez (49:26):
Yes, that would be awesome.
Love to get back into working in dentist,you know, doing some things in dentistry
if, if there's a possibility for that.
But, uh, uh, until then we meet online.
That's right.
Regan Robertson (49:39):
Excellent.
Thank you so much, Gary.
Absolutely.
Our pleasure.
And thank you listeners fortuning into Everyday Practices.
We look forward to, uh, your feedback.
You can always email Chad or I reachout to us on Facebook, on LinkedIn,
whatever your pleasure is, we alwayswanna know what we can do to help make
things better for you as a listener.
(50:00):
Thanks everyone.
Hello, welcome to Everyday Practices.
(00:02):
Uh, you are a, uh, originally a dentist.
Is it once a dentist, always adentist, kinda like the military?
Oh, I think so.
Uh, that has transformed into thefounder and CEO of the Y Institute.
And, uh, this institute is workingwith hundreds of thousands, uh, I'm
(00:23):
assuming across the globe probably.
Um.
From, from, you know, small businessowners, individual contributors, up
to massive, uh, large organizationsand, and leaders of it sounds like,
uh, billion dollar companies, verylarge in organizations as well.
So this is, this is something that'sbeen proven and tested and we have
brought to, um, listeners as, as youknow, getting a front seat into the
(00:48):
White Institute and Gary Sanchez.
So.
Before we dive into why thatparticular ad was so amazing and
what it did for your dental practice,take us back to the beginning.
You, you, uh, were a dentist.
You were very passionateabout advanced technology.
You poured everything into it, and youcame to an inflection point that must
have changed your journey dramatically.
(01:09):
What was that?
Dr. Gary Sanchez (01:11):
Yeah, great point.
So when I got out of dental school,the advice that I was given by the
gurus of that time was build a greatproduct and people will come, go out
and do the best job you can, and you'llnaturally, mysteriously, naturally
mysterious that people will come find you.
So I spent 20 years reaching thehighest levels you could go to
in dentistry, studying with thebest mentors, go, you know, panky
(01:32):
Dawson, O-B-I-L-V, on and on and on.
Um, buying all the technology, havingthe beautiful practice, hiring the
great team, you know, working withbusiness mentors on how to build my team.
Um, and still blending in with everybodyelse who said, yeah, I'm a dentist too,
Dr. Chad Johnson (01:50):
right?
Dr. Gary Sanchez (01:50):
Did that drive me freaking crazy.
It's not the same whatyou're getting from them.
That you were getting from me.
But nobody knew it.
No.
And my patients got used to theway we did things, and it's just
how it was to go to the dentist.
So they didn't tell everyone aboutme like I thought they would,
and I became very disillusioned.
I, I was ready to quit.
I was like, you know, I've never workedso hard at something and not gotten
(02:13):
the results that I thought I would.
And so that's when I wentout and hired a coach.
I hired a guy by the name of John Asraf.
If you've ever seen the movie The Secret,then you know who he is and, right.
And so through him, I learned how touse the internet, learned how to do
websites, drip kit, all that stuff soI could tell the world all about me.
Only problem is, what am I gonna say?
And since I didn't know what tosay and I didn't wanna sound bad
(02:35):
and I didn't wanna sound desperate,and I did, I, I didn't know.
So I just stayed quiet until oneday I heard John Asraf interview,
Simon Sinek, and I learned about thatconcept of why, and I was like, man.
So I watched his TED Talk 20, 30 times.
I read his book multiple timesand I said, I have a great
what, but I don't know my why.
(02:55):
So I became obsessed withtrying to figure out my why.
So I called Simon.
I said, Hey, I need you tohelp me discover my why.
So he had, wait,
Regan Robertson (03:02):
wait, wait.
Whoa, whoa, whoa.
You called Simon.
You could just pick upthe phone and call Simon.
What kind of connections do you have?
Dr. Gary Sanchez (03:10):
Are we
Dr. Maggie Augustine (03:10):
still
Dr. Gary Sanchez (03:10):
in Simon?
Well, at that time, John Asrafwas my coach, so he knew Simon.
So I said, John, connect me with Simon.
So he, he and I then spent a bunchof time together going back through
my life trying to figure out my why.
He didn't really havea process for doing it.
We just went backwards intime looking for clues.
And when I finally figured out mywhy, which like you, Chad, and I think
(03:35):
you, Maggie, is to find a better way.
Share it.
That's when my life startedto make sense to me.
I have a lot of betterways of doing things.
I have a lot of patents andproducts and inventions.
So in my practice we stoppedtalking about what we do, crowns,
bridges, fillings, all that stuff.
And we started talking about whatwe believe and why we do what we do.
(03:59):
We believe that life is betterwhen you have great teeth.
In fact, that was our tagline.
Great teeth, better life.
That's the message that you justheard, that all culminated in that
message that we utilized everywhere.
And as we talked about what webelieve, we attracted people
that believed the same thing.
Sure.
There was a time when we thought,um, working, having a health centered
(04:23):
practice was the thing, right?
We we're looking for peoplethat are health centered.
The health center people didn'thave any dental problems.
So we have all training inall this very high technical
dentistry and nobody needed it.
Dr. Chad Johnson (04:36):
Hey, can I pause?
Yes.
Is that not that, that is such acatch 22 with medicine and dentistry
because it's like we should have ahealth model, not a disease model.
And it's like, yeah, that's neat and all.
It's, it's also tough to make a livingoff of like telling people great job.
I mean, right.
You know, like, can you imagine saying,I want to make a car wash for people
(04:58):
who just came from the car wash.
It's just like, well,I mean, that's great.
I like, you know, wash carsand healthy people and.
Good food and, and people that areexercising, but it's just like, but
they're the least of the problem.
Like we do want to solve problems.
The world, the economy surviveson solving problems, right?
(05:19):
If someone says, oh, that's good.
I don't have any problems anymore.
It's just like, well, Iguess we're done here.
Your thoughts.
Exactly.
People
Dr. Maggie Augustine (05:26):
aren't, yeah,
Dr. Gary Sanchez (05:28):
Maggie,
Dr. Maggie Augustine (05:29):
people aren't interested in hearing how they can
get, okay, so people want a pill.
Correct.
People want a fast solution for,I'll give you the perfect example.
People come in and, you know,um, as someone that has trained
extensively, we know occlusaldisease and we know the reasons for
(05:49):
it and we know how to get it out.
You have a patient coming in andyou know why they're grinding.
They're an antidepressants.
They take medicine.
There's many different ways around it.
You can shove some Botox in themand reduce some of the LE lesions.
Or you can go through ortho,you can go through some, um.
Therapy to actually get to thebottom of what's causing you
to hold tension in this area.
(06:10):
Um, you could go through physical therapyand what is a patient going to choose?
Dr. Chad Johnson (06:15):
Easy.
They're
Dr. Maggie Augustine (06:16):
not going to choose to talk about what's going
on because that's too painful.
Dr. Chad Johnson (06:19):
Can you just do the crown?
Dr. Maggie Augustine (06:21):
Yeah.
Dr. Chad Johnson (06:22):
If, if so, can you just do a filling?
Dr. Maggie Augustine (06:25):
Yeah.
Yeah.
Better yet, the filling, becausemy copay is like $23 as opposed
to the $1,200 that the insurance.
What a bargain Deny for the crown.
Right.
Dr. Gary Sanchez (06:34):
Yeah.
Yeah, we ran into that.
Um, and, and exactly what you weresaying, Chad, is when you, you know,
when, when our goal is to bring,attract health focused people,
well, they were already completed.
They didn't need anything.
And so you can't build your, you can'tuse your expertise for one, and you can't
build your business that way for two.
(06:56):
And so you heard in the radio spot whowe're looking for is the exact opposite.
The ones that are a mess andare scared and know they need
it and are highly motivated.
Yep.
And then, and when you findthem, of course they have fear.
So if you can alleviate the fearwith sedation, then man, you're,
you could do so much for them.
(07:17):
And they tell the world totally different.
You help somebody who'salready 95% healthy, get to
96%, they don't tell anybody.
Dr. Chad Johnson (07:27):
Not a Yeah, it's true.
So that's not a billboard.
I imp I improved by one percentage point,
Dr. Gary Sanchez (07:33):
you know?
Yeah, exactly.
And so then as my practice was takingoff, we went from just getting by
at that time to having abundance.
Most, on most satisfaction, mostnew patients just were killing it.
And every year, that was in 2010,and every year from then on, we
did better and better and better.
I started getting calls fromother dentists that said, Hey,
can you help me do what you did?
(07:54):
I was in all these study clubs with 'em.
Okay.
And that's when, uh, I had thatbirthed the Y Institute A better Way.
I went back and figured out a betterway to help people discover their
why than what Simon came up with.
And then I started doing it foranybody that would let me for
free for the next seven years.
I just, you know, if you were sittingin my dental chair getting numbed,
(08:14):
you are gonna get your Y discovered.
Yeah.
If you're sitting next tome on an airplane, you're
getting your Y discovered.
Dr. Chad Johnson (08:20):
So, yeah.
It was, you were, you were craftingyour sales pitch, so to speak, not to
demean what you were doing, but for,you know, practical layman's terms.
You were crafting that,that, uh, that art within you
Dr. Gary Sanchez (08:34):
and I found a better way and I wanted to share it.
Yes.
And so I share it with anyone.
Go ahead.
Dr. Maggie Augustine (08:39):
Was it hard for you to walk, to walk away from dentistry?
Dr. Gary Sanchez (08:45):
Well, here's kind of what happened.
Um, I'm glad you asked that question.
So.
About six years ago, I was at thisevent in Santa Fe called Zora.
It's kinda like a Burning Manthing, but more of a show.
They burned this huge puppet andthere's maybe like 20,000 people there.
It was about a 25th birthday party, andso wait and drank a little too much.
I woke up the next day witha, with a headache, so took a
(09:07):
couple Advil, went back to bed.
One of the Advil didn't dissolveand it lodged into my GI track.
It burnt a hole right where therewas an artery and I started bleeding
internally and I didn't know it.
I drive back, I'm just feeling crummy,and I drive back from Albu Santa Fe to
Albuquerque, which is about an hour.
Actually go to the gym and work outbecause I'm gonna work this off.
(09:28):
And then when I got home,I just still feeling bad.
I started throwing up blood,I mean a lot of blood.
And then blood just wascoming out everywhere.
And so I thought, this isn't good.
So I went to the ER and it was a busyweekend and they made me wait 11 hours.
By the time they finally admittedme, my blood pressure was 60 over
30 and I'd lost half of my blood.
(09:48):
And so they put me in a room thatwasn't private 'cause it was so busy.
And so I get up to use the restroom andI stupidly locked the door behind me.
And as soon as I locked the door, I passout and I hit my screen on the sink.
Yes.
Knocked out.
And so luckily I woke up andwhen I woke up, there's blood
everywhere and I, I pushed thedoor open and then I passed out.
Locally, somebody found me.
(10:10):
So the next thing I know, I'm in this bed.
They've cut all my clothes off.
I have the two pads on, had to revive meoff to surgery to try to get to the bleed.
They couldn't get to it because theywere going, you know, with a scope.
So they decided to justwait and see what happened.
So they do a CAT scan to seeif I've stopped bleeding.
When they pumped the dye into myarm, they blow out my arm and my arm
(10:30):
starts filling up with blood clots.
And so now they do an ultrasoundand find out that the blood
clots are growing into my lungs.
So the doctor walks in and he said,Hey Gary, you know the, we have to
stop the blood clots 'cause they'regrowing into your lungs, but if we
try to stop the blood clots, we can'tget to the bleed, so you're gonna die.
And if we don't stop theblood clots and they get into
(10:51):
your lungs, you're gonna die.
I said, well, what are we gonna do?
He said, I don't know.
And right then my phone rang and it wasa buddy of mine that was a cardiologist
at the hospital and he said, Hey Gary,I was just looking over the log today.
I didn't even know you were in here.
And I don't like what they're gonna do.
And so he said, I'm gonna take over.
So I was in the ICU for nine days.
A lot of crazy stuffhappens to you in the ICU.
(11:12):
I don't know if any of youhave ever been a patient in the
ICU, but pretty crazy stuff.
Um, ultimately what happened was I hadto go to bed one evening with an IV of
heparin, so stop the blood clot and hopeI didn't bleed, which is what happened.
And then they could treat itwith blood clo, blood thinners.
Dr. Chad Johnson (11:29):
Hold on.
At that moment they give youthe heparin, do you think?
Good night.
Farewell.
Possibly.
I mean like, like as you're going tosleep, is it possible that you're just
thinking like, what if I don't wake up?
I didn't go to sleep for one.
Dr. Gary Sanchez (11:50):
But secondly, so here's what actually happened that night.
I was worried like, just like youmentioned, what's going to happen?
'cause you, you can't feel it.
I was not in pain.
Yeah, I was thinking, really, I'mgonna die from a fricking Advil.
Are you kidding me?
Not jumping out of a helicopteror off a cliff or something?
(12:12):
Advil.
You don't, I had no pain.
And so the doctor was there and I said,what's gonna happen if I start to bleed?
'cause she comes in to tell me,oh, I, I, I have to go home.
I'm, my shift is over.
I'm leaving.
I'm like, wait a second.
Hold on.
I'm about to start hep um,heparin and you're leaving.
(12:33):
But I've told everyone what, whatto do and they're all aware of this
and they're gonna take care of it.
And they know.
And, um, they have my PE pager andeverything else, and so many crazy things
that happened to me while I was there.
She leaves and I thought tomyself, I'm gonna test this.
I said, 'cause I don't believe her.
So I buzzed the nurseand I said, all right.
(12:54):
I start to bleed internally.
What are you gonna do?
She tells me what she's gonna do.
I said, that's not even closeto what the doctor said get.
She said, well, actually I would getthe nurse charge nurse and let her know.
I said, go get the charge nurse.
So the charge nurse comes inand I said, I start to bleed.
What are you gonna do?
She tells me the complete wrong stuff.
I said, go get the doctor.
She said, you have her pager.
She said, okay, lemme go page the doctor.
(13:16):
Two hours later she comes back and says,I couldn't get ahold of the doctor.
I was like, are you kidding me?
So nothing was in place.
If that had happened, I would have died.
Yes.
That's when I reallystarted thinking about it.
Luckily then my phone rang andit was that the doctor, and
she said, man, I am so sorry.
I thought they knew.
I, you know, I, I just,uh, just excuses Sure.
(13:37):
Excuses Sure.
Um, but when I finally.
Made it through and made it out.
I got back to my practice.
I came to Indianapolis.
That's why I was in Indianapolis,what we were talking about.
I went to the Brain Institutein Dr. Kahan, in in, at, um,
at Indiana University, and itwas India, Indiana University.
(14:00):
Is that Indianapolis?
What's in Indianapolis?
Hmm.
University of Indianapolis.
Well anyways, that's why I was there.
I had to go through all these brain tests'cause my brain wasn't working very well
after all the stuff I'd been through.
And uh, but I finally get back tomy practice and one of my patients
who's in his mid eighties, took measide and he said, Hey Gary, you
(14:21):
know you got a second chance onlife here when you get to be my age.
And you look back on your time here onearth, are you gonna be glad you stayed
a dentist or are you gonna wish you'dtaken this why thing to the world?
Yeah.
I said, I'm gonna wish I'dtaken this Y thing to the world.
He says, well, then youknow what you need to do.
And that's when I walked away
Dr. Chad Johnson (14:38):
and Google says, yes, Indiana University does
have a campus in Indianapolis.
It's officially known as IndianIndiana University, Indianapolis.
Dr. Gary Sanchez (14:48):
That's where I was.
That's where I was, boom.
That's where I got to see thepotholes we were talking about.
Dr. Chad Johnson (14:52):
Huh?
Regan Robertson (14:53):
Gary?
Dr. Gary Sanchez (14:55):
Yeah.
Regan Robertson (14:56):
How, I'm very curious because you have, you have really
distilled the wises down into ninewises, so there are nine and all of the
years, seven years volunteering one.
That is such a passion callif I have ever heard of it.
And, and my dad has always toldme for my whole life, you know,
do what you love and, and yoursuccess will follow from that.
(15:17):
But anytime you get thatinkling, go towards it.
So, so in one.
Essence, yes.
Creating that sales kind ofpitch, but other deep research.
How did you come up with the nine why's?
What are they?
And, and can you walk us through thatprocess, um, of how you discovered
it and, and really put it togetherin the Why Institute process?
Dr. Gary Sanchez (15:38):
Yeah.
You know, I wish I could tell youa, uh, um, an amazing story, but
this is what actually happened.
I was working with a big group of lawyers.
In Florida.
This, this guy said, Hey, couldyou come, we're having a big event.
Would you mind taking us throughthe whole y uh, discovery?
'cause I had worked with him, thefounder, and he credits that with the
(16:00):
success of his business from goingfrom zero to many, many millions.
And so he said, will you comeand work with our lawyer?
So it was about 50lawyers in the room and.
He said, just take, um,tell 'em about the why.
Take one of them out of the,this is what I used to do.
I would take somebody outtathe audience on stage with me.
I would discover their why right infront of the audience, and then I would
build their messaging, marketing, andbranding for them right on the spot.
(16:24):
Because once you know somebody's why, it'svery easy to develop their message market.
All that stuff's very easy to do.
So that's what I did.
I brought somebody how he said,you'll probably be on stage 45
minutes an hour, something like that.
Okay, great.
So I bring somebody outta the, uh,stage, uh, audience, on stage with
me, discover their why, um, and thenbuild a messaging, marketing, branding.
Well, when I was done the next, somebodyelse raised their, Hey, can I go next?
(16:47):
Oh, 15 hours later, I'm still on stage
Regan Robertson (16:51):
How many hours later?
Dr. Gary Sanchez (16:52):
13.
Regan Robertson (16:54):
13 hours.
That's like Tony Robbins level.
Like you just jumped 13 hours
Dr. Gary Sanchez (17:01):
and about halfway through that day, this one
gal, this female lawyer, raisedher hand and she goes, Hey, uh,
Gary, how many wives are there?
I don't know.
I never thought of that at that,when I started keeping track, keeping
Regan Robertson (17:16):
track, no way
Dr. Gary Sanchez (17:17):
the same nine kept coming up over.
Over and over and the name of the wiseare the words that people would use.
So Chad and Maggie and myselfwould always say, you know, here's
the questions I would ask them.
There's basically two questions.
Tell me a story about an interactionyou had with somebody at work
(17:40):
that made you feel successful.
Chad and Maggie would tell me about howthey helped somebody find a better way
to smile or a better way to do something.
I would too, you, Reagan would talk abouthow you helped somebody move forward,
just how you were there for them,how you contributed to their success.
Regan Robertson (17:58):
100%.
And in the results through, I, yourquestions were very interesting to me,
how you came up with the questions thatare all in the, the why discovery, and
at the end, uh, so listeners, if youtake this, what at the end, you get
this beautiful dashboard and it walksyou through your, um, your different
whys and, and how they show up.
(18:18):
And in it, it was, um, down towardsthe bottom, it had like words that,
that use are used to describe youor things that you will likely say.
And I was like, yes, yes, yes, yes.
I've said those specific things, andChad and Maggie, you both know how,
how powerful words are and specificallywhat people say, it gives that
meaning that's, that's unique to them.
(18:39):
So I, yeah, con contribute is my big why,and I felt like it fit me to an absolute.
T like if I believe in someone's mission,if I believe I wanna be a part of it.
And uh, yeah, that was,that was brilliant.
Did you, Maggie and Chad, I'm curious,did you get the report and look through
it and get to that section by chance andkind of resonate with the better way?
(18:59):
I think better way fits both of you,because both of you are always on
that endless pursuit of, you know,maybe it can be done differently.
That's what I hear.
Like maybe there's, I knowthis is how it's done.
Chad says that Gary to me all the time.
I know, but yeah.
Dr. Chad Johnson (19:14):
So Gary, I, I know that one of your sayings is there's,
you know, always a better way.
Funny enough, mine, I'm one of the 13%it says, that is my why is better way.
So that one's mine and the subcaption, what a wonderful why you have.
I like that.
But you know, so, Gary, let mepush into this for a minute.
Dr. Maggie Augustine (19:35):
Yeah.
Dr. Chad Johnson (19:36):
These are self-admitted questionnaires, right?
So.
How far off?
So,
Dr. Gary Sanchez (19:44):
okay.
Okay.
There's over 4,000possible question options.
I use the logic based programming, soit's not we, we don't take the same most.
Assessment.
That's what we don't call it anassessment, we call it a discovery.
Sure.
Like Myers-Briggs or Colby or StrengthFinders or those, there's a, a set list
of questions that everybody answers.
(20:05):
Alright.
And a score, that's not what this is.
There's four over 4,000possible question options.
Your next question is basedon the one you just answer.
Dr. Chad Johnson (20:15):
Oh, interesting.
Dr. Gary Sanchez (20:16):
So we would all go in different direction because
Chad, you and Maggie and I allhave different how and whats.
And, um, so, and, and Reagan would beon a completely different path than
us because her why is contribute.
So it's not a scoring type thing.
Um, it's, and your, your next question'sbased on the one you just answered,
(20:37):
and it double checks itself as it goes.
And it actually goes all nine levels deep.
You didn't get to see that.
But I have it, uh, in my dashboard,so I Oh, I know a whole lot
more about you than, uh, thanI've given you access to yet.
Very cool.
So it, it gives, for those of you that arelistening, what this does is it gives you
(21:01):
the words to tell the world exactly whoyou are and why they should choose you.
And if you take that and you createyour messaging, your marketing, your
branding, your website, your radiospots, your conversations, all of that
based on it, not only will it feelauthentic to you, but it will attract the
(21:26):
right people that are looking for you.
Those are the ones that youwant as your new patients.
You don't want everybody, you'relooking, no people that that's right.
What you believe.
That's right.
So.
Regan Robertson (21:40):
Well, I have to say I so that the, the, there is a, when
you take this listeners and you gothrough it, there is the why, which
is like your top overarching level andthen there is the how and then there
is your what And, and I'm jumping.
I hope I'm on video.
I'm jumping because when I went throughthis process and it came back to me, my,
(22:00):
so my contribute, my why is contribute,my how is make sense and my what.
Is mastery.
And this year in particular, I've beentalking to our CEO Victoria Peterson about
what I wish to master and why that is soimportant to me that I go into mastery.
And in there are like, there are,uh, the, the celebrations and the
wins of having these attributes.
(22:21):
And then there's thechallenges that come with it.
And one of the challenges, um, under,I think it was make sense, it could
have been make sense or mastery,but one of them was overcommitting.
Because you're a contributor,you wanna help everybody.
And, uh, and I realized thatthat was my way to communicate.
I wanna hone into one area, and it wasreally because I could say yes to so
many things and I asked her do yes.
(22:43):
So to go from being like thatall utility player who is kind of
abandoning herself because she justkeeps saying yes and taking on things.
How do I communicate that?
And I kept saying the word mastery.
So when that came up, I was absolutelyfloored, um, with how well it was.
Just, just how well itwas communicated to me.
And I thought, this makes this,this truly makes sense to me.
(23:06):
And I also took that information and Ilooked at my LinkedIn recommendations.
So over the years, what people havesaid about me, so I don't know if you
guys do this, but, um, I don't likeask for referrals per se, or like
reviews, but I have over the yearssaid, you know, if, if we've worked
together in a voluntary capacity orwhatever, just leave me a recommendation.
And I read what people wrote.
I was able to correlatethat with what this says.
(23:29):
So Chad, kind of to answer yourquestion too, this is self-admitted
and then it goes through logic.
So yes and no.
Um, but I think how, how you answeredobviously was reflected in kind of a,
you know, a third party situation if youwill, uh, which was really fascinating.
Dr. Gary Sanchez (23:45):
Chad, can I take you through some things about your YOS?
Sure, go for it.
Okay.
Do you have it up on the screen there?
Dr. Chad Johnson (23:54):
I think so I have a couple site, like I have, I
think my dashboard up and then onthis one is my, um, I think I had
clicked on what is my y So yeah.
Dr. Gary Sanchez (24:07):
So go back to your dashboard and where it's simple.
YOS Do you see simple YOS?
Uh, yes.
Read that out loud to, its where itsays, I believe how to ultimately.
Dr. Chad Johnson (24:19):
Okay, so the simplest way to articulate who you
are, go ahead and say it out loud.
There are three things.
Why, how, and what.
The first is why I believe thatsuccess happens when we find a
better way and are able to share it.
Yep.
Keep go.
How is, how do, how I do that?
(24:39):
How?
I do that is by creating andfollowing systems and processes
that lead to predictable results.
What ultimately what I bringare solutions that make sense.
And
Dr. Gary Sanchez (24:53):
how does that
Dr. Chad Johnson (24:53):
feel to you?
It resonates with me because, uh,like one of the things that I like
doing is systems and, um, and puttingtogether, like I've been doing EOS, uh,
the entrepreneurial operating systemsand, um, and basically coming down to
it's just like let's, uh, uh, a lotof questions that I ask sometimes when
I'm communicating with people latelyin the last month or two has been.
(25:17):
Am I just solving your problemor am I hearing you okay?
Like are, you know, 'cause I'm stoppingwanting to, to recognize like, I might
be that quintessential guy that's justbeing like, well then just do this.
And it like, it's like, but isthat what you wanted to hear?
'cause that still is the answer,but, uh, trying to figure out,
Dr. Gary Sanchez (25:35):
so, so let's talk about that for a minute.
Okay.
So for those of you that are listening,if you had a piece of paper and pen or
pencil, um, Chad's why is Better Way.
His how is right way andis what is makes sense.
Okay.
So it's better way, right way makes sense.
So that tells us a lot about Chad.
(25:56):
He's always in search of a better way.
He goes to bed thinking about betterways, and he wakes up thinking about
better ways and he cannot turn it off.
And he's rarely satisfied.
Right?
He's always looking to improve things.
Now how he does that is he'sgonna be looking for processes
and systems that work.
He wants to find things that he knows willget predictable, consistent results, which
(26:19):
is what EOS is, because ultimately what hebrings are solutions that just make sense.
If we just do this, it'llmake sense, it'll work, right?
Yep.
So what also that tells us is whoyour ideal client is, who Chad is.
Ultimately looking for.
So write this down if you can.
(26:41):
Um, I'm looking for someone who'slooking for, so I'm looking for someone
who's looking for, and we're gonnaadd your why, how, and what there.
And that will be your ideal client.
So I'll do it for you, Chad.
I'm looking for someone who'slooking for a better way, better way.
(27:04):
Mm-hmm.
To move forward.
I'm looking for someone who's lookingfor the right way to get results, and
I'm looking for someone who's looking forsolutions that make sense, which is why
Dr. Chad Johnson (27:19):
I love.
Our second opinions that we givefor patients to be able to say,
you know, uh, do you, I justactually had one this last week.
I was working out of town and so, um,my admin sent me this thing saying,
Hey, this patient wants to know.
They were at another office, theygot this x-ray and they were told
(27:39):
they need root canal treatment.
And I said, listen, according tothe x-ray, which is only one view of
it, but it just does, it just does.
Don't, don't even bother.
Just tell 'em.
The first dentist is telling the truth.
They can have peace of mindknowing that's, it's not bogus.
They just need it.
The, you know, like skip,skip the waste of time.
Just yes, just do it.
(28:01):
And that's an example whereit is just like, just.
Yes, it makes sense.
Just do it.
Dr. Gary Sanchez (28:06):
And so that's what the essence of your
marketing message is about.
This is who I'm, look if, if someoneis looking for a better way, is
looking for the right way to getresults and is looking for things that
just make sense, you are their guy.
Dr. Chad Johnson (28:22):
Mm-hmm.
Dr. Gary Sanchez (28:23):
You will have a great relationship.
They will love being with you.
They will love everythingyou're all about.
Dr. Chad Johnson (28:29):
And Maggie, this reminds me of our mutual
case that we're working on.
Where after, I don't know what itwas, about a month of looking at
that case going, why does this keepon failing from the old specialist?
You know, uh, we'll keep it anonymousby saying, you know, not saying
what kind of specialist but the oldspecialist who was working on that case.
And then all of a sudden I go, wait.
(28:51):
We don't have much AP spread tothis, you know, all on X case.
I was like, well,there's why it's failing.
It's not the screws, it's not theabutments, it's just the fact that the
physics are pushing on this, you know?
And so I was, and I was blown away.
You and I both because as like.
You think someone would've seen that?
Like,
Dr. Maggie Augustine (29:08):
and I love it how a general dentist or two,
Dr. Chad Johnson (29:12):
uh,
Dr. Maggie Augustine (29:12):
sometimes contest, maybe even know more
than a specialist sometimes.
Sorry, had to throw that out there.
I know.
Dr. Chad Johnson (29:20):
It was tough because it, it was, it, when it
became so clear, it was just like,well, there's one, you know, there's,
there's a couple solutions, but it'sjust like, but there's the problem.
Now we know how to move forward.
Yeah.
Dr. Gary Sanchez (29:33):
And Maggie, we could do the same thing
with your why, how and what.
Right?
I'm looking for someone who'slooking for a better way.
I'm looking for someone who'slooking to do it differently.
Maggie's how is challenge?
Dr. Maggie Augustine (29:45):
Correct.
Dr. Gary Sanchez (29:46):
And I'm looking for someone who's looking for to dive in
deep and really look at what's going on.
Not look at it at just a surface level,but let's figure out how did this happen?
Why did this happen?
What are we gonna do about it?
Dr. Maggie Augustine (29:58):
It's like you've been living outside of my window.
Dr. Gary Sanchez (30:00):
Yeah, that's cool.
And so that's the, and that's what youneed to talk about in your messaging,
your marketing, your branding.
All of that is aboutwhy should I choose you?
And it's not because you have all thesedegrees and you have all these courses
you've gone to and all, everybody saysit and, oh, I'm the most high tech.
(30:22):
Well, only until I buy somethingmore high tech than you have correct.
Dr. Chad Johnson (30:26):
But, but you know what, Gary, Maggie, I actually feel like
she has that, that message dialed in.
Y you know, like, I feel like, uh,that when you were saying that, I was
like that, that's what I think aboutwhen I look at your website, Maggie.
Dr. Gary Sanchez (30:43):
So you may already have it there.
Dr. Maggie Augustine (30:45):
That was, that was be tweak.
Yes.
And Reagan had a big hand in that.
Regan Robertson (30:51):
Well, there's what, what blows my mind about this?
And, and this does get intothe, the radio script and the,
the ad that you played for us.
How beautifully.
And, and it goes, it goes deeper andit's, and it's a little more scientific
and it's, it's, it's scalable.
It's something that's scalable with thisamazing, you know, logical thinking, uh,
discovery process that you've set up.
(31:11):
But it is very, it, it takes.
It helps people understandthat hero's journey.
So in the Donald Miller StoryBrandframework, you get down to that
philosophical, why, what was that moment?
Why is this unfair thatsomeone has to live this way?
And so for you, Gary Hearing I was inthe ICU, like it was really literally
a touch and go, not a good situation.
(31:32):
So you had that very, very,very rock bottom moment that
said, you know, I'm going to.
I'm gonna shift my life and thisis why I'm gonna shift my life.
So you had that, thatsort of trajectory for it.
And, um, and I, you know, when.
What's so beautiful about this isideology is one of those core areas
where people will make the decision.
They will do it on the ideology,and you have just, just distilled
(31:56):
down the ideology of each person.
So for Maggie, you know, making surethat people feel seen, that they feel
heard, that is so important to her.
And the way that you just describedthat with Chad, you're right, that
is like, it's a signal, it is abeacon, and it's so easy to work into.
You know, the StoryBrand framework,if you're going to go that route
or whatever methodology you choose,you can plug in that belief because
(32:19):
now we're not talking surface level.
The, the how things get done isnot really as important as the why
we're doing it in the first place.
So I think you just shootstraight to the heart and, and
that beacon just radiates out.
And I, and you're right,Gary, I think you're right.
It does make everything easier after that.
You do have to trust it.
Um, and you have to be clear.
(32:41):
About what your why is.
Also, you have to be honest with yourself.
I know that I've, I've intervieweddentists over the years, and we get
down the path, and I don't know ifthis has happened with you, Gary, as
you're helping people discover theirwhy, but for example, they discovered,
I don't, I don't wanna be a dentistand I don't wanna admit it to anybody.
You know, I have reasons for whyI don't wanna become a dentist,
but what do I do with this now?
(33:01):
And that, to me, that flips over intotherapy that point I, but marketing
isn't going to help you with that.
Dr. Gary Sanchez (33:08):
Well, um, one of the things we talk a lot about is
that people don't know what they wantbecause they don't know who they are.
If you help them figure out who theyare, it becomes infinitely easier to
help 'em figure out what they want.
So if we put each of you in a positionwhere you get to live your why, your how,
(33:30):
and your what, you will love what you do.
You will have passion for what you do.
And passion is the fuel that givesyou the energy to pursue your dreams.
Without passion, you quit.
You give up.
With passion, you persevere.
So if we put you, let's take Maggie.
We put Maggie in a place whereshe gets to find better ways.
(33:50):
She gets to think outside the box,and she gets to dive in really deep
looking for the nuances, the littlethings that make the big difference.
Would you enjoy doing that?
Dr. Maggie Augustine (34:00):
I already do, but yes, absolutely.
That's a dream come true for anybody.
Dr. Gary Sanchez (34:05):
Anybody.
Dr. Maggie Augustine (34:05):
It doesn't feel like work that way, right?
You're pursuing your true calling there.
There's just, there's light.
Dr. Gary Sanchez (34:12):
Exactly.
And but if I put you Maggie, in a placewhere you don't get to find better
ways, you don't get to think outsidethe box and you don't get to dive in
deep, how are you gonna like that?
Dr. Maggie Augustine (34:23):
Yeah, it's gonna feel gritty and muddy and
heavy and I am not gonna wanna walkthrough the door in the morning.
Dr. Gary Sanchez (34:30):
And how about if you do that?
If we put you in that spot for a year?
For five years, for 10 years,
Dr. Maggie Augustine (34:37):
I'm gonna be kind of a jackhole to just about
everybody that works around me,which I've lived that life too.
Dr. Gary Sanchez (34:43):
So now you can look around and see people that
are really struggling and if youlook at what they're doing from the
perspective of their why, how, andwhat you'll see is not in alignment.
And all you have to do is helpthem make a decision to move into
a place where they get to live itand you know they're gonna love it.
There's such a difference betweenbeing able to do something
(35:06):
and loving what you do, right?
And so absolutely put people in aplace where they love what they're
doing, and this is your team as well.
So if you knew the why, how, and whatof every one of your team members, you
could create a team that is so inspiredand so excited because they get to do
what they love to do every single day.
(35:28):
Imagine what that would be like for them.
So do this for each oneof your team members.
Create a matrix that is, here'stheir name, here's what they do,
here's their why, how, and what.
And you can very quickly see, doI have the right people in the
right place doing the right thingswhere they love what they do.
(35:49):
If not, just help them find thatposition where they get to do that.
And you will see a team that is soexcited, so fired up to come to work.
Can't wait to share the message,can't wait to talk about you.
That's how you do it.
Mm-hmm.
That make sense?
Regan Robertson (36:06):
It does.
Absolutely.
Dr. Chad Johnson (36:09):
Yeah.
I feel like your, uh, yinstitute.com would, um, shut down.
In the best of ways.
A lot of, uh, Facebook private,um, uh, discussion questions where
someone will say, I just don't, I see'em about three times a week where
(36:29):
someone will post as a dentist in, ina private dentist only group and say.
Don't like what I do.
I just graduated a year ago, or Igraduated, you know, 30 years ago and
I don't know, you know, like all overthe board, but they kind of have the,
the common theme of guys, what, whatdo you guys do to get through this?
(36:52):
'cause it just isn't, you know,like I'm not only having a day
that I don't like or whatever,it's not a week, it's not a month.
It's turning into a. I don'tlike this and I don't know if I
like myself and stuff like that.
And, um, yeah, that, uh, but it'dbe interesting, like if the answer
was go to y institute.com and just,you know, like get moving on it.
(37:16):
Um, yeah.
Gary, your thoughts?
Dr. Gary Sanchez (37:19):
You know, I, I feel kind of bad in a certain way that I
haven't spent more time in dentistryafter I left dentistry because there's
so much I could do to help dentists thatwent through what I was going through.
'cause I felt that way.
Right.
And all of the work that I've beendoing has actually been outside of
(37:39):
dentistry only haven't been asked.
Yeah, I don't know.
I haven't really gotten back around towho the heck is in charge of what and what
I, I'm asked to speak at a lot of eventsall over the world now, but I haven't
really been asked to speak in dentistry.
Right.
Oh, well,
Regan Robertson (37:57):
Gary, that makes sense.
Dentistry is about a decade behindeverybody else, so I, I think,
I think you're probably justpar for the course right now.
Dr. Gary Sanchez (38:06):
You know what's interesting is, uh, I was at the na na na
uh, national Ophthalmology Conference andOphthalmology's very similar to dentistry,
and they think they're 20 years behind.
Dentists
Dr. Maggie Augustine (38:18):
really?
How little do you wanna get paid?
And how about like, nothing?
Um, because in dentistry they don't, I
Dr. Chad Johnson (38:29):
expand that thought, Maggie.
Dr. Maggie Augustine (38:31):
Really?
Dr. Chad Johnson (38:32):
Yeah.
I, I,
Dr. Maggie Augustine (38:37):
we don't pay much in dentistry.
Um, but I suppose if there, there'ssomething for you to stand behind and
you can, and make, make some money on thebackend by, by selling a, a, a product.
Oh, the product,
Dr. Chad Johnson (38:49):
okay.
So you're saying as consumers, dentists,don't they, they're thrifty, you
Dr. Maggie Augustine (38:55):
know, that,
Dr. Chad Johnson (38:55):
um, I just wanted to make sure I understood what you're saying.
Got it.
Dr. Maggie Augustine (38:59):
That, that, that might need to be cut out of the podcast.
That, that this was.
No.
Dr. Chad Johnson (39:03):
No, it will not be because there's truth to that.
Regan Robertson (39:06):
I, I don't, and I, I don't know that it's that.
I, I'd like, I You are a dentist, so Ithink you, you get to say Dentist Smith.
That's right.
Cheek what?
From my humble perspective, Isee that dentists have so much
on their plate and decisions theyhave to make every single day.
That if I was a dentist, my brain wouldbe firing so quickly that I would probably
(39:27):
say I would devalue certain areas.
So,
Dr. Maggie Augustine (39:30):
well, you know, I have people coming up to me frequently.
It's like, Hey, could yourecommend a marketing company?
I want something cheap.
Well, I, um, still doesn't work.
Okay.
If you want cheap, you'll get cheap.
Um, and so that.
We're kind of backwards when it comesto that kind of stuff, but, but even
when it comes to some of these peoplethat are putting on the events, they
(39:53):
do not, as a wellness speaker myself,I'm constantly this, okay, I'm sorry.
We're not gonna pay you.
You're a wellness speaker.
You should do this for free.
Well, why are you payingimplant specialists to to speak
and you're paying me nothing.
And so yeah, I'm a little bit ona high horse and there's, there's
an air of, um, bitterness to it.
(40:13):
And so we, we need youdesperately in dentistry.
Absolutely.
We just saw what you could do onthis podcast, how much we can all
benefit, um, our state need you, butget ready to get paid like 10 bucks.
Dr. Gary Sanchez (40:32):
Well, I've learned, I'm not worried about that because I've, here,
here's a little tip back, back, uh, thatmight, might help you, Maggie, is, um,
whenever I get asked to speak at events,I never, you know, they'll say, well, what
do you charge to come speak at our event?
And I'll say, well, what's your budget?
Dr. Maggie Augustine (40:49):
Right?
Yeah.
Yeah.
Dr. Gary Sanchez (40:50):
And so, um, and it's usually even more than what I'm, you know,
I'm usually paid 25,000 to come to speak.
They're usually more.
So it's very, um, and then, but I,I bring something different though.
I take the entire audiencethrough discovering their YOS
(41:14):
right on the spot right there.
Yeah.
So I don't talk about the concept of,Hey, this would be nice if you knew it.
Hey, how about if Yes, right now, andthen let's talk about how you can go
use it in your life, your practice.
Yep.
Go
Dr. Chad Johnson (41:29):
tangible.
Dr. Gary Sanchez (41:29):
Yeah.
So let's say there's an audience, likeI just worked with that pork group.
There was a thousand pork farmers, um,that if they had paid me just to take
it, it would've been a hundred thousand.
'cause it's a hundreddollars to take it, $97.
So they got a great deal to have me come.
Mm-hmm.
And they all got to takeit for, you know, for free.
(41:52):
As for me being there.
Wow.
So anyways, that's a, that'sa little off topic, but, well,
Regan Robertson (41:57):
I, you bring up, you bring up something that I think is
important in dentistry specifically,but in, in any service industry
also is the nuance of listening.
So, I, I, when I am, you know, goingthrough a branding process, for
example, it is critically importantthat I have a one-on-one with that
person and I interview that person.
And what I'm listening for arethe nuances that indicate to me.
(42:19):
We should go down this path, or we shouldinvestigate this a little bit deeper.
So when I'm trying, I call it the thirdlevel of why, uh, and that came from,
I think Skip Miller, who, who taught alot of sales training and um, you know,
combined with Donald, so my Miller Boys.
But, uh, you know, going downinto that third level of why for
them I have to listen to them.
So to have you.
On stage going through that.
(42:40):
It, it, I, I don't know how I could,other than, you know, doing your 4,000
different, different ways of logicthinking, know how you could do that.
Like, can you, you need thehuman heart to understand where
that group is going to go.
Or like, before we hit the recordingbutton, you were discussing a group
that, that you were working through,which quite a few individuals for a
very large initiative, do you have oneof them come up or do you work in a
(43:04):
small group and ask them and then my.
I guess my third question is, do you havecoaches that help facilitate this process?
Like it's one thing to take the discovery,Gary, what are the next steps to make
sure that we can actually put thisinto practice and make it really stick?
Dr. Gary Sanchez (43:20):
Yeah, so if you are somebody that likes to do it on your own
there, we have online courses that'llwalk you through how to live your YOS
or how to do this with your family.
How to build your messaging andyour marketing, all that stuff.
Um, we have AI tools now that we cantake, that we can share with you.
I have a clone that you can have accessto where you can just ask me questions
(43:42):
and I can go through all that with you.
I put like over 4 million piecesof data into this clone, and so
now you can just ask me, Hey, aremy YOS is this, what does it mean?
How do I use this in my practice?
How do I talk to my spouse about this?
How do I, you know,all kinds of questions.
Then we also have about 300 coachesthat could take your company through
the process of incorporating in withyour team and then expanding it out
(44:06):
into your message and your reach.
So there's a lot of ways that youcould do this if, if you wanted to.
And so, yeah, that's, that's I think whathappens is when companies utilize the YOS,
it becomes the language that they speak.
So here's what typically happens,and in fact in our, if we had gotten
(44:29):
on this call and I didn't know yourYOS and I, what we would do is we
would look at each other's hairstyle.
We'd look at glasses.
We'd look at jewelry, we'd lookat what you're wearing, and we'd
look at what is in the background.
And we would create a, a narrativearound what we think we see.
And that's who you would beto me, or I would be to you.
(44:52):
And that's how we would treat eachother based on what we think we see.
But now that I know your why, how,what, I know exactly what you're
thinking and what's going throughyour head and the way you process.
And so it makes it so much, um, morethe, the conversation so much richer
when we already know who each other is.
(45:15):
Sure.
So much faster.
Sure.
And so I don't meet with anybody.
In person or on Zoom, unless I know theirYOS Mm. What are we gonna talk about?
Gonna go, gonna go round and roundon a bunch of Bs and they we're
not once I know you're YOS, youknow I just had a conversation.
(45:36):
It somewhat
Dr. Chad Johnson (45:36):
profiles us in it dials us in,
Dr. Gary Sanchez (45:38):
dials you in and I, and once I know, once you know that I
know who you are, the walls go away.
You don't have to puff your chest out.
You don't have to tell me anything.
You don't have to impress me.
You don't have to do, we don'thave to impress each other.
We can just, Hey, how about if wehave a real conversation, like,
what's really going on here?
And it becomes, you know, I I, I hada call a couple weeks ago with the
(46:00):
Admiral of the Navy, 'cause we're gonnabring this, you know, to the Navy.
And he hadn't taken his YOS yet.
And we had this call, I had never methim, and we, he hadn't taken his YOS yet.
So we sent him an email, Hey, AdmiralFogo, you, you need to take your
YOS before we get on this call.
Oh.
Oh, okay.
And so he does it.
And then when we get on the call,there's like two buddies having
a conversation versus I'm talkingto Admiral, you know the admiral.
(46:25):
Yeah.
And it just allows for realconversations, real connection, moving
things forward at a much faster pace.
Mm-hmm.
Regan Robertson (46:37):
Gary, your, I think it is, is it your, your how?
Have, simplify and clarify, right?
Is it your how and your what?
Dr. Gary Sanchez (46:45):
Clarify, simplify.
Yeah.
If,
Regan Robertson (46:47):
if anything, if anything, this, thank you for this, this
hour of time, uh, to dive into this.
You have definitely honed in and, and madethings better and you've made it simple.
It easy, it's clear, and I love how youjust, you just sort of glossed over that
you're working with the Navy right now.
This is.
Been proven.
I mean time and again, and I, I'm just sograteful for the work that you're doing.
(47:11):
Uh, how can people get in touch with you?
What's the best way to learnmore about the Y Institute?
Dr. Gary Sanchez (47:16):
Yeah, so go to y institute.com, WY institute.com.
And if you use the, uh, thiscode, I'll give you a code.
It's podcast 50.
Okay, podcast 50.
You can get it at half price.
It's only $97.
And I'm talking to Dennis.
I know you have the money.
Spot,
Dr. Chad Johnson (47:34):
in fact, put in Podcast one 50 for a special
discount of if dollars more.
Yes.
Regan Robertson (47:40):
Think.
Think about at at the, atthe service level, doctors,
listeners, think about what you'respending on marketing right now.
Thinking about how frustrated you are.
$50 is nothing.
If it means that you can clarifyyour message, make it simpler
and, and attract those patients,
Dr. Gary Sanchez (47:57):
and I'm gonna give you a, some homework.
I'm gonna give you you all, somehomework and then everybody listening,
here's what I want you to do.
Once you've discovered your Y os,your Y operating system, you're
gonna get a thing that like whatChad read, which was his simple YOS.
What I want you to do is copyit, paste it into Chad GPT.
Copy your current about page on LinkedIn.
Dr. Chad Johnson (48:21):
Oh, post it and ask it.
If it res, like if they're synonymous.
If they're resonating,
Dr. Gary Sanchez (48:26):
well then use this prompt.
Rewrite my LinkedIn about pageso that it's authentic to my YOS.
Yes.
And resonate with my ideal client.
Yes.
And watch what you get.
And that's the message you canuse all over your website, all
you can use it everywhere, andyou can then tell it create.
(48:46):
Five sample taglines for me.
Yeah.
And be blown away by what you get.
Yeah.
So if that isn't worth 50bucks for you then Right.
Don't come back.
Exactly.
You're, you're not the person
Dr. Chad Johnson (49:01):
I'm looking for.
Dr. Gary Sanchez (49:02):
You're not looking for a better way, you're
Dr. Chad Johnson (49:04):
just looking to complain.
Hey, there's a different group for that.
Just go, go to the complaint
Dr. Gary Sanchez (49:10):
podcast.
Not the Better Way Podcast.
Dr. Chad Johnson (49:14):
Well, Dr. Sanchez, very cool for you to come on.
I super appreciate it.
It is great knowing you ormeeting you, uh, online here.
I look forward to, uh, possiblysomeday meet you in person.
Dr. Gary Sanchez (49:26):
Yes, that would be awesome.
Love to get back into working in dentist,you know, doing some things in dentistry
if, if there's a possibility for that.
But, uh, uh, until then we meet online.
That's right.
Regan Robertson (49:39):
Excellent.
Thank you so much, Gary.
Absolutely.
Our pleasure.
And thank you listeners fortuning into Everyday Practices.
We look forward to, uh, your feedback.
You can always email Chad or I reachout to us on Facebook, on LinkedIn,
whatever your pleasure is, we alwayswanna know what we can do to help make
things better for you as a listener.
(50:00):
Thanks everyone.
Popular Podcasts
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
The Clay Travis and Buck Sexton Show
The Clay Travis and Buck Sexton Show. Clay Travis and Buck Sexton tackle the biggest stories in news, politics and current events with intelligence and humor. From the border crisis, to the madness of cancel culture and far-left missteps, Clay and Buck guide listeners through the latest headlines and hot topics with fun and entertaining conversations and opinions.