Learning to Identify & Navigate your Personal & Professional "Blind Spots"

Send us a text

Schedule a Free Business Consultation at: https://calendly.com/stephanie-npg/30min-1?month=2025-03

Let us Answer, Speak as your own Team Member, Remote into your Software and Schedule your New Patients at: https://wrightchat.com/

Book Brian Wright to Speak at your Event: https://newpatientgroup.com/book-brian-wright/

This podcast is dedicated to those wanting to transform their life, career and/or business. 

Blind spots—those weaknesses and vulnerabilities we can't see—may be the single biggest obstacle standing between us and success in our lives, careers, and businesses. What makes these blind spots so dangerous isn't just their existence, but our stubborn refusal to acknowledge them even when they're staring us directly in the face.

Consider this eye-opening case study: A large orthodontic practice with 11 locations was convinced their marketing team wasn't doing their job because new patient numbers weren't where they wanted them. The marketing company, confident in their performance, commissioned a mystery shopping evaluation of the practice's patient acquisition process. The results were staggering—over $4,150,000 in lost revenue from mishandled opportunities. New patient calls went unanswered during business hours. When calls were answered, staff fumbled basic questions about insurance and pricing. Email inquiries sat for days without responses, and online form submissions were met with generic, unhelpful replies.

The practice's leadership team had convinced themselves their problem was external—they needed more marketing, more phone calls, more leads. But the reality painted a completely different picture: the problem wasn't that people weren't finding them; it was that potential patients were finding them and then being lost through poor systems and untrained staff. This is what psychologists call "tunnel vision"—becoming so fixated on what we believe is the problem that we miss seeing the actual issues right in front of us.

This phenomenon isn't limited to business. In our personal lives, we might blame external circumstances for relationship difficulties while ignoring our own unhelpful behaviors. In our careers, we might attribute lack of advancement to office politics rather than addressing our own skill gaps. The pattern is the same: we look outward for problems when we should be looking inward.

Why is it so difficult to identify our blind spots? Often, it's because acknowledging them requires us to accept uncomfortable truths about ourselves. It's easier to blame marketing, the economy, or competitors than to admit our leadership or systems are flawed. This defensive posture prevents growth and perpetuates the very problems we're trying to solve.

To break through this cycle, we must be willing to seek and accept feedback—especially from experts who can see what we cannot. This requires humility and courage. It means asking tough questions: What am I missing? Where am I vulnerable? What weaknesses are holding back my progress? The most successful people and organizations actively seek out this kind of feedback rather than avoiding or rejecting it.

Remember that success is never about one thing—it's a journey with multiple components working together. Just as a baseball umpire must track the entire path of a pitch rather than fixating on the release point (what umpires call "tunnel vision"), we must see the complete picture of our challenges rather than obsessing over a single aspect. When we expand our perspective to consider the entire journey, solutions become mor

Episode Transcript

Speaker 1 (00:00):
The road to success is always under construction.
I want you all out there toalways remember it.
We're heading down a street, wehit a crack in the road.
We jump over one crack, wethink we've got it made, we fall
into another.
All of a sudden, there's adetour.
As we're driving down thestreet, as we're trying to get
to the path or destination, theroad is always under

(00:24):
construction and there's a wayto navigate it.
There's a way to do it, andtoday we're going to be talking
about something called blindspots that can stand in the way
of us navigating this journeysuccessfully, in this pursuit of
a transformation of our lives,careers and businesses, which is
what this podcast is all about.
A great topic around blind spotstoday, which is really your

(00:44):
weaknesses and or yourvulnerabilities that are
standing in your way, hinderingyour progress in life, career
and business.
Going to be a great one.
Our upcoming doctor spouseevent is really just wow.
It's really less than two weeksaway here in Scottsdale,
Arizona.
Going to be seeing so many ofyou out there.
Cannot wait for this mastermindevent.
It's going to be seeing so manyof you out there.

(01:04):
Cannot wait for this mastermindevent.
It's going to be an amazing one, and today's topic is an
exercise that we're going tocreate a roundtable there for,
and it's also a great one forall of you out there to listen
to your employees, your family,your friends, anybody wanting to
get more out of their life,more out of their career and or
business.
This is going to be a greatepisode, as so many are these

(01:25):
weaknesses and vulnerabilitiesthat we all have.
Some of them are staring at usright in the face, but we can't
see them.
There's a specific way toidentify it, and there's also a
specific way to not identify it.
What I mean by that is is, ifyou have your blinders on right
and you're unwilling to look atyourself in the mirror, whatever
problem is you have out there,you're never going to identify
these, no matter how obviousthey are.

(01:45):
Going to be talking about somecool professional baseball
umpire stuff today, when I wasstill in the game, there's
something called tunnel vision.
In tunnel vision.
I'm going to relate back tothese blind spots today and how
it can get in the way of youseeing things as a journey.
Right, If you have a problem,it's never about one thing, even
though it may seem like it.
Right, and these are part ofour weaknesses and

(02:06):
vulnerabilities, called theseblind spots that are standing in
the way of our success.
We're going to dive deep intoit today.
It's going to be a great one.
Also, guess what?
May is around the corner.
What does that mean?
If you've been paying anyattention whatsoever?
The rebrand of the New PatientGroup podcast and turning into
the Brian Wright show ishappening in May.
Remember, you don't have to doa thing If you're already a

(02:28):
subscriber.
You don't have to clickanything.
It's just going toautomatically update whatever
feed you're listening to.
So just be prepared.
All right, it's right aroundthe corner and we're excited for
it.
We have a lot of other coolannouncements coming in the
future.
A lot of great things happen onour side, so looking forward to
a great one today.
And before we get started,let's fire up the music.

Speaker 2 (02:49):
Welcome to the Brian Wright Show audio experience, A
podcast dedicated totransforming lives, careers and
businesses, and now your host.
He's a husband, father of two,an international business and
life coach, the founder and CEOof New Patient Group and

(03:10):
RightChat, and a consultant andglobal speaker for some of the
finest companies in the world,such as Invisalign and many
others.
Now here's your host, BrianWright.

Speaker 1 (03:24):
Hey everybody, welcome inside the broadcast
booth.
Shout out to the attendees.
At Iconic Boy oh boy, did wehave a good time Party at my
house Thursday night.
Everybody was behaved, didn'tdrink too much because you knew
it was coming the followingmorning Role plays and learning
all kinds of new, great things.
You had to be ready for it, buteveryone who sent their

(03:44):
employees to Iconic man oh man,the feedback has been great.
That was our third one and theykeep growing.
They keep getting better.
We had multiple attendeesactually that weren't customers,
so that was something that wasnew for us for these events, and
one of the reasons we createdthem is one for our family
members, but also people outsideof the new patient group family

(04:07):
, and it was fantastic.
Got to know people better.
You know, I think, as employeescome and you know when we go
into your businesses out there,regardless of what we talk about
, it's not comprehended as wellIs when you get your employees
out of that environment and intothe hospitality that this lodge

(04:27):
has.
I mean it's a five-starsituation there.
For the most part, it is anexcellent place and with
exception and that exception I'mactually going to talk about
one of my blind spots today thatI can talk to you about.
That actually happened duringthe event and it's something
that I have to stay very much ontop of because it used to be a
lot worse, but it's one of thesethings that keeps creeping back

(04:48):
in every once in a while.
I'm going to talk to you aboutit.
And also some holes that thatlodge has, some blind spots that
they have that they seem torefuse to accept, and I'm going
to be talking about that too, asit relates to my blind spot.
But overall, an absolutefantastic event.
The feedback has been fantastic.
I mean, we had people come in.

(05:09):
Shout out, dr Nyack out there,you know, sending your team all
the way in from Hawaii.
Now for all three events.
First of all, it means theworld to us, but I know your
team's getting a lot out of it.
Shout out again, like to allthe attendees it was absolutely
awesome.
It's a topic that is not talkedabout very much in this industry
is, after the contract issigned, right, that non-clinical

(05:33):
journey that you take with apatient, the hospitality, the
sales, all the stuff that yourassistants have to be armed with
.
That's what we worked on and,baby, it was cool.
A lot of great feedback and itreally means a lot for everybody
that was there.
The camaraderie was great,participation was great.
Roundtables, exercises, roleplays, everything was fantastic.

(05:55):
I just couldn't be happier withit.
The content is just amazing andI wish everybody got a chance
to hear it.
They're really missing out bynot hearing it.
But anyway, let's dive in todayto the blind spots.
And there is, like I said, atthe top there's something called
tunnel vision, which I'm goingto get to here momentarily.

(06:16):
But I want to start off byrecently, and I think this is
such a perfect example.
No matter what business you areout there this is the first
time you've ever listened Ourniche is in orthodontics,
dentistry, other healthcareprofessions, because they fall
into the same situation as arestaurant, as a hotel, which

(06:40):
are also our customers afinancial firm, a lawyer, et.
Etc.
Meaning that as people type infor their services, there's five
or 10 options within a veryshort drive of where they work
or where they live.
So therefore, in order for youto buy, you know if a practice
wants you to buy, invisalignfrom them as an example well,

(07:00):
there's a lot of choices, whichmeans they have to be experts in
hospitality, in sales, inpsychology, in verbiage and
presentation, just like a hotelthat wants to convince you to
buy from them.
A hotel that's on the journeyto try to get a five-star rating
, a restaurant on the way to geta Michelin star rating.
These are all the things weteach, regardless of the type

(07:22):
profession it is.
We just happen to find a niche.
Many years ago, when I startedthis podcast, started the
YouTube station, the Invisalignexecutives started watching it.
Word started spreading.
Next thing, you know, 13 yearslater, having a new patient
group.
We are, you know, our niche isin that space.
But no matter what type ofbusiness you have this is one of
the reasons we're rebrandinginto the Brian Wright Show is
that our niche will always beour niche.

(07:43):
We're not even looking to goout, we're not even looking to
change that.
But the reality is is that ifyou want to get the most out of
your business, you must developyour people in their life and
their career.
Right, that that should be yourobsession.
Your obsession shouldn't beover your product or making more
money, et cetera.
And that's what we do on here,here, and and it's a beautiful

(08:03):
thing to hear, you know, I wantto give a shout out really fast.
Uh, dr schaefer.
So you're listening and I I cantell that I'm, so I'm talking
to him while I'm talking,everybody out there.
So you send one of yourassistants and and I can, I can
tell you that privately whichone you know came, know, came to
me and said look, in thebeginning I thought you were

(08:26):
full of shit, right, and Istarted following your life
advice and your career adviceand I see it working.
I do my best to follow theadvice inside the business,
inside the practice.
I see it working and now I'mtotally on board and when I hear
that, it just means the worldto me.
More about the life and careerstuff, because that is becoming

(08:49):
more and more.
My obsession with what I coachand what I do for a living is
making sure people are developedat the highest levels in their
lives and in their careers.
And usually when that happens Italked about this at Iconic.
It doesn't mean always, butusually when that happens, that
is one of the ingredients torecession.
Proof in your business isteaching employees the life

(09:11):
skills that so many very, verysuccessful people out there have
.
But they don't.
They weren't raised with themor chose to ignore it, whatever,
whatever the background may be,but they can have success in
their life and career.
Somebody is there, guiding them, changing their mindset, you
know, teaching them whatsuccessful people do and the

(09:31):
decisions that go into that, andwhat you need to do to hold
yourself accountable, and allthe things that we talk on here
to help you get the most out ofyour life and your career.
The business takes care ofitself when you give employees
the skill sets to interact withyour customers in a unique way.
So few people see value in itand that is why it always has

(09:52):
driven me nuts that you know ifyou could take them five-star
Michelin star restaurants, theMichelin star restaurants,
five-star hotels, and you couldgo out and give every hotel and
every restaurant their recipe,and 99% of them won't do it.
They still think the problem isadvertising and we need the
phones to ring more and more newpatients and more tables filled

(10:13):
and all this crap, when theydon't and they don't and I told
that story specifically to leadinto this here and this will get
us started with the Blindspotchat today.
So we had a marketing companyreach out to us and you know,
kudos to them, because manytimes what I see is the obvious

(10:33):
out here, like if you're evergoing to spend a nickel to try
to get your phones to ring more.
It is asinine to me that thevast majority of businesses, as
in like 99% of businesses outthere, won't first make sure
their people that are going tobe answering those incoming
calls can actually convert themright into new customers, new

(10:55):
patients, whatever the heck youwant to call them right.
You just go out and spend moneyon pay-per-click ads and then
wonder why the hell priceshoppers are calling you.
Well, because the pay-per-clickads attract those people.
It's your fault, right, youradvertising is driving that.
Plenty of podcasts in the futureabout that topic.
But when you get the phone toring with advertising, you have

(11:15):
to have your receptionisttrained on sales, psychology,
hospitality, etc.
You have all out there calledmultiple businesses and had a
crappy phone experience.
Well, your business is likethat too, right, unless you're
committing to training yourpeople by experts in those
things.
And it blows me away that moremarketing companies don't see
this Like.
Unfortunately, a lot ofmarketing companies and there's

(11:37):
podcasts in the future aboutthis exact topic too.
Marketing companies, to a fault, think their job is to get your
phones to ring.
That is not their job.
Their job is to get your phoneto ring with the people that fit
your business model right.
The Ritz-Carlton is not lookingfor people that want to pay
Best Western prices.
So if they got a thousand callsfrom Best Western type

(11:59):
consumers, that is a failedadvertising campaign, right?
Same thing for the Best Western.
If the Best Western got athousand calls for people
looking to spend more forexperience, that's a failed
marketing campaign and that'snot how these people look at it.
I can't wait to do thosepodcasts.
It's something that I'm very,very passionate about, because
with us, we don't give a damnhow many calls we get you right.

(12:23):
We care how many starts that weget you right, and I would
rather get you 10 calls and havenine of them start than get you
a thousand calls and have threeof them start right, and
unfortunately, a lot of youdon't look at it that way.
So this marketing company kudosto them because they're like
look, we have a customer,they're a large organization.

(12:44):
I think they have 11orthodontic practices and again,
this is so true for any type ofbusiness out there.
I think about this all the time, how it all relates.
It's all the same.
You're all in the people firstbusiness, no matter what you're
selling.
And they tried to convince theseorthodontists were like, look,
it's not working, we're notgetting the new patients we want
.
Like, the marketing's not doingits job, it's your fault.

(13:07):
The marketing company keptgoing look, we're looking at the
tata and we are doing our job.
And and please, you know, getsome mystery calls, you know, to
your practice.
Or blah, blah, blah.
And the doctor's like, yeah,whatever, you know, we don't
want to do that work.
And and this is so often thecase, it's unfortunate, it's
just so often the case in thisindustry, where it's like this

(13:30):
and and beyond.
Like I said, we help plenty ofother businesses too.
It's the same thing.
It's just in orthodontics youcan have these leaky holes and
still survive and, in many cases, still make a lot of money.
So it's really hard to get youto see these blind spots we're
going to be talking about today.
So marketing company goes youknow what Screw it.
We're going to go find acompany that can do these

(13:50):
mystery packages for us.
And I got on the call with alady and they hired us and they
paid calls, a couple of analysis, do a bunch of websites, you
know, lead form submissions,some direct emails to them just

(14:11):
to see what would happen.
And, just like this lady Italked to, I already know.
For all of you out there, Ialready know what's going to
happen.
Like if you call us and you saymystery call the front desk, I
already know what they're goingto say.
If I ask how much do you chargefor Invisalign?
Do you do this type of thingand tell me more about it?

(14:32):
Do you take my insurance?
I could already tell you whatthey're going to say before they
even say it.
I mean, we do thousands ofmystery calls and they're all
the exact same.
The leaky holes exist ineverybody's business out there,
yet you choose not to see it.
And if you do see it, you stillcomplain about the investment
it's going to take to fix it,when you're losing way more than

(14:54):
the investment is to fix it.
And and I have a podcast and Ihaven't done it before, I
haven't done it and it's comingin every month.
I'm like I might do it thismonth.
I'm like, no, it just doesn'tmake sense yet.
No, it doesn't make sense yet.
And it's the only time that youdon't get to complain about
your problems and I look forwardto it, because this industry is

(15:16):
the epitome of what thatpodcast is going to complain
about them, but you won't investto fix them.
So you go all over the AO andall these events complaining
about all these problems priceshoppers, employee headaches,
you know, conversion, turnover,can't find anybody good to work
for me.

(15:36):
List goes on and on and on andwe have the solutions to all of
them, but you won't invest tofix it.
You would rather complain toyour buddies than actually spend
the money to fix it.
It drives me nuts.
And you don't get to complainabout your problems unless you
pay the money to experts thatare good to fix them.
All right, and that's what thatpodcast is going to dive into.

(15:59):
We get into the numbers fromthis group practice and I'm
going to take you from the endbackwards.
Meaning, after we added up allthe lost opportunities, it was
around $4,150,000 of lostrevenue on how they missed new
patient phone calls duringregular business hours.

(16:20):
When they're fully staffed,which is the founding principle
of my other company, rightchat.
When they're fully staffed,which is the founding principle
of my other company, rightchat,right, no one leaves a voicemail
anymore, right?
That's why we answer, log intoyour software, speak as your
employee and schedule them,because if you don't, those
patients are gone.
They're going down the streetto buy Invisalign or whatever
the heck it is.
This is the same if you're ahair cutter out there, a plumber

(16:41):
, a lawyer if you don't answeryour damn phones, they're not
going to call back.
Right, all the advertisingyou've done has gone down the
toilet.
So they missed a countlessamounts of calls.
They also mishandled countlessamounts of calls from do you
take my insurance?
How much do you charge for Allthe scenarios?
So there was a ton ofmishandled calls that consumers

(17:02):
are not going to schedule withyour practice if handled that
way anymore.
The days are gone.
People are calling five or morepractices according to multiple
reputable sources.
Right, they're going in morethan three practices now
according to multiple reputablesources.
You've got to do thingsdifferent.
This practice wasn't doinganything different, right?
The email submissions that wewould send out.

(17:23):
We would not get a reply.
And when we would get a reply,the stuff that we put in the
email wasn't even acknowledged.
It was just ignored.
Someone just hit the replybutton and typed in the same
response to every single one.
The online inquiries here's afree tip for all of you If you
get an online inquiry.
This does not matter whatbusiness you are.

(17:45):
If you are somebody that istrying to get you.
It's trying to get people tobuy your product over somebody
else's whether it be the sameproduct, but they can buy it
anywhere, right?
Or a different product that's,but similar.
You have got to respond to youronline inquiries, ideally in
under five minutes, but for surein under 10.
All right, there isoverwhelming data.

(18:05):
This is something else mycompany, rightchat, does for
people is respond to theseonline inquiries because we know
, based on the data, if yourespond in under 10 minutes, you
have a very high likelihood ofconversion.
If every minute that it goesover 10, your conversion starts
to drop significantly.
And the reason is is you aren'tthe only place they're

(18:27):
submitting.
Right, it is the experienceafter they submit, just like
everything else, the experienceon the phones when they come in,
all the stuff we teach.
If somebody submits an onlineinquiry, it is the experience
that you now deliver, versus theother three, four or five
places.
They submitted an online inquiryso people weren't responding.
It would take them two days aday, three days, sometimes no

(18:49):
response at all.
It was a total mess andeverybody this added, like I
said, over $4 million of lostrevenue when we were done adding
up the statistics to a placethat thinks their problem is
marketing.
And this is so many of yourproblems out there is that you

(19:12):
think marketing is going tosolve your problems, and it's
not many cases.
It adds to your problems, right?
If you're crap inside yourdoors and you keep getting more
and more people calling you andcoming inside your doors to see
how crappy you are, then that isa blind spot that is absolutely
crushing your progress.

(19:35):
And I love telling this storybecause, again, it's a blind
spot that this particularpractice refuses to see, because
I had a conversation with adoctor.

(19:55):
I used to get a postcard fromthis dentist every single month
for 10 years.
All right Now, for those of youout there that want to do
postcard campaigns to thisdoctor's credit, that's how you
do them.
Doctor's credit, that's how youdo them.
You pick an area that has yourideal customer, patient,
whatever you want to call them,and you hit them consistently
every month, forever.
That's how you're successfulwith a postcard campaign.
The reason is not to get toooff topic, but the reason is is

(20:18):
that you have to hit people whenthe timing is right, and if you
just do it for three months orsix months just to test the
waters, you're not doing itright.
So, to this doctor's credit, hewas doing it right.
But I have found over thecourse of my career whether it
be working with restaurants,lawyers, doctors, anybody that
own their business the peoplethat typically put the most into

(20:38):
advertising see the least valuein inside their door stuff.
So I know that the moreadvertising you're doing, the
more leaky holes you have, justfrom experience and just paying
attention to the stats.
So I started mystery callingthis practice and got no answer.
Got no answer.
This is again during regularbusiness hours nine o'clock in

(21:03):
the morning, two in theafternoon, when they're fully
staffed.
I started calling them andwould not get an answer.
Finally, because I do what I do, that's the only reason why I
kept calling right, if it was anactual patient, I'd have been
gone long ago.
Finally I did get an answer andthe lady goes hold, please,
boom.
Right, but you never put a newpatient on hold under any
circumstances ever.
So you've got to stay on thephone long enough to identify

(21:25):
new or existing.
If it's new, you stay on thephone, doesn't matter what's
going on in front of you, right?
So she puts me on hold.
Then a bunch of minutes go by,I'm on hold, somebody else picks
up the phone and they're likehello.
I'm like, uh, yeah, I'm hi.
All right, well, can I help you?
Uh well, yeah, I'm calling tomake a new patient appointment,
right, total disaster, totaldisaster.

(21:46):
So now, because of what I dofor a living, I got to go inside
and see how bad it is.
Now, right, so I make theappointment.
I, I same old stuff, right,boring text message, like the
pre-arrival strategies all suck.
I go in.
Right, I'm standing in front ofa lady for a good two minutes.
I'll never forget this storybecause it's so.
It's so, exemplifies everythingthat goes on.

(22:09):
And now all of you in ourniches space, there is blind
spots all over the place thatyou all either refuse to see,
can't see, want to deny, becauseit makes you feel like you know
you're a weak leader, whateverit is.
Uh, all over the place.
So I'm standing in front ofthis lady, I finally say
something to her and she givesme the one finger.

(22:33):
Right, she's not even on thephone, she's just into something
busy work up there, right?
So basically tells me to shoveit and shut up and the rest of
the process sucked too right.
This is somebody that's dumpingmoney into advertising,
wondering why they can't getenough new customers, new

(22:53):
patients.
There's leaky holes all overthe place.
And this orthodontic practice,this group ortho practice that
I'm talking about same way,leaky holes all over the place,
over $4 million, right, and thatdoesn't even include what's
going on inside their doors,with lack of digital workflow,
right, like how people are beinggreeted, not doing a virtual
consult, like the list goes topresenting money inaccurately.

(23:14):
The list just goes on and onand on and on.
And why more of you out therecan't see it?
It just drives me nuts.
I mean, it's one of the thingsthat motivates me to wake up
every day and change as many ofyour mindsets out there, because
a lot of you do see it and youcall for, like the other day we
get called by.
It was actually a referral fromone of our longtime customers.
We had a great talk and hewanted phone training.

(23:35):
He identified the phones were adisaster.
The phones were a disaster.
You know.
We gave them the investment itwould take to fix the phones and
train repetitively and holdthem accountable and all that
stuff, and the guy's like, ohGod, I can't pay this.
Meanwhile he lost more thanthat yesterday.
Right, then what we're going tocharge in a month he lost more
than that yesterday.
He just can't put his finger onit.

(23:56):
And these are the blind spotsthat happen to all of you out
there.
Right, this orthodonticpractice was a large group, so
it's adding up to more than ifyou're a single practice or two
locations.
But yours certainly add up tomillions upon millions of
dollars over the course of timetoo, but you can't put your
finger on it.

(24:16):
I think for many of all of youout there, the vast majority of
your biggest blind spot is thefact that you can't put your
finger on the areas that arereally kicking your ass, and
that is such a poor, just likethis group.
Right, I use leadership team andair quotes for two reasons.

(24:42):
When I'm about to say One, allof you know that I believe
everybody in your organizationhas the ability to be a leader,
janitor, all the way to the top,everybody in between.
So all of you know how I feelabout that.
So I say leadership team in airquotes because it's the ones
for them, like the executivesand things like that, right?
The other one is that thesepeople, things like that, right?

(25:03):
The other one is is that thesepeople are not leaders.
Right, it took the marketingcompany to be innovative enough
and have the leadership skillsand the innovation and the
mindset enough to be able to go.
This business needs help and wewant to prove it to them.
Plus, it was selfish becausethey didn't.
You know they're.
They're being called out andsay they're not doing their job.
So they wanted to prove thatthey're doing their job, which

(25:26):
they are, and it's justunfortunate because these air
quotes leadership team weren'teven innovative enough to go.
You know what?
Let's just check.
Let's see if we have our emailstructure down, our online
inquiries, response time and theverbiage and everything down.
Let's make sure ourreceptionists are highly trained

(25:46):
to offer a unique experience tothe caller compared to what
other receptionists are going tooffer.
Let's make sure our phones arebeing answered so we're not
running a.
They're obviously running itand usually when so like with
RightChat, with the data, thehigher missed call volume we
answer for a practice, the moreanalog braces they do and the
less they outsource.

(26:08):
And this is, you know, I coulddo and I have them in the future
, but I could do one podcastthat lasts 48 hours on this
topic.
Right, it's like doctorcomplains that the Invisalign
lab bill is too expensive,focuses and this is going to be
here soon when I start talkingabout tunnel vision.
We relate this back and do someexercises here before we close

(26:31):
out today.
I'll talk about this more, butyou're so focused on oh my God,
my lab bill, my lab bill, my labbill, right, that you can't
focus.
Like I said, is the road toconstruction is always under, or
the road to success is alwaysunder construction.
Excuse me, is that you becomeso focused on one little issue
that you forget that it's alwaysa multitude of things?

(26:53):
That's the problem.
It's never being caused by onething, and this could be for
anything.
I mean, as this podcast comesout when you're listening to,
the beginning of April, thisweek I'm going to be speaking
for OrthoPhi in Denver and it'sthe same thing.
It's like, oh no, orthophi istoo expensive, or RightChat's
too expensive, or New PatientGroup's too expensive, or my

(27:14):
Invisalign bill's too expensive,or dental monitoring's too
expensive.
It's this mentality of you sitthere and say those things are
too expensive, even though thoseare investments, not costs, and
you sit there and say thosethings are too expensive because
you can see the numbers onpaper.
Meanwhile, right, you're notdoing Invisalign, you choose to

(27:36):
do analog braces, thinking it'scheaper.
Meanwhile it's causing you tomiss five or 10 new patient
calls a month, right, andhundreds of thousands of dollars
a year via leaky holes just inyour front desk.
Forget inside your doors, likeI've talked about, just at your
front desk, just like this grouppractices, I know, based on the
missed call data, whattreatment modality you're

(27:56):
choosing to use inside youroffice.
The data is that overwhelmingand even though most people
still you could put the data infront of most people and they
still have this finite mindsetof they get their data out and
they say, well, here's my data,here's what's coming in, here's

(28:16):
what's going out and thereforeI'm going to make my decisions
on it.
And this is how you destroyyour customer experience,
because you nickel and dimeevery single ounce of profit out
of your business.
Meanwhile, you screw yourcustomers and your employee
experience along the way, andthis is just drives me nuts.
This is the blind spot that somany of you have and turns out

(28:38):
this practice.
As a matter of fact, aftertalking to these marketing
people high analog braces, right, don't outsource, right.
They've got a huge team and thefunny thing is is that the
practices that have the biggestteams have the most missed new
patient calls during regularbusiness hours, when fully
staffed, and most people againthey hear that, well, I'm not
missing calls, that's somebodyelse.
Every single one of you outthere has called at least five

(29:01):
places in your life interestedin their service, that didn't
answer the phone and you wentsomewhere else and bought from
somebody else.
Meanwhile you still can't go.
Damn, that's happening to metoo, like it's this disconnect
and this blind spot that ishindering your progress.
Right, it is a major weaknessfrom a mindset standpoint.
Just absolutely drives me nuts.

(29:24):
When we were at the Iconic thispast weekend, I got sat down at
lunchtime by the management teamat the lodge and Eric, our COO
of New Patient Group, notifiedme that they wanted to talk to
me during during lunch when allthe while the attendees were

(29:48):
eating, they wanted to have aconversation about some things
that had happened earlier in theday before the event started
like oh boy, right, because Iprobably got angrier than I
should have.
But I want all of you to knowthat I have a passion for all of
you to get an experience fromus, whether it be we come in and

(30:09):
coach you or we're doingdigital marketing, or both of
you come to one of our events.
I take great pride in knowingthat you're going to get the
finest experience along the way.
And you know this is the thirdiconic event that we've had at
this lodge and well, sure enough, the very first iconic event,
we were in a room that had a lotof audio issues.
It was staticky, reallycouldn't use the microphones, it

(30:32):
was not a good experience froma listening standpoint for the
audience, and that bothers mebecause I teach experience for a
living.
You know, if you summedeverything I do in one day in a
short little sentence, weincrease people's sales through
experience.
It's experience through sales,and that goes to employee

(30:53):
experience as well as yourprospective customer experience
as well as after they sign withyou experience.
So the audio was a problem.
So Iconic 2, for our treatmentcoordin.
So the audio was a problem.
So Iconic 2 for our treatmentcoordinators the audio was fine.
We were in a different room.
Well, now we're back in thesame room as we were in the very
first Iconic, which was a fullteam, but they have a divider
wall because it wasn't a fullteam.

(31:15):
It was a dedicated employee, sothere wasn't as many people
there.
So we find out they know theyhave an audio issue in that room
and we do a sound check the daybefore and everything sounded
fine.
We showed up for the event thatkicked off on Friday and the
audio was not fine.
It was staticky, the lapelsweren't working, couldn't get

(31:35):
the handheld mic to work they gowell, let's try another one.
And the other one was workingin the other half of the room.
Right, they put the divider upso it wasn't working in our
rooms working.
Another one.
That one didn't sound goodeither.
That didn't work.
And we're getting closer andcloser to the event starting and
there's nobody there to help.
Like the IT person that seemsto know what he's doing wasn't

(31:56):
there.
The lady that was there wasextremely short and extremely
rude.
Like I started off, I was fine,we were having conversations,
and I would get responses likewell, sir, this isn't the only
event going on.
Like I can't just stay in here,cause I had asked her like are
you going to be here?
Like how do you know when he'shere.
Can you communicate the problem, cause I'm going to be up on

(32:18):
stage talking like and she gotshorter and shorter, more rude
and more rude to finally to thepoint where I left and went to
the front desk and I was irate,and that is my blind spot is I
can be so passionate towardssomething that you know
sometimes the way I react, right, I can, and I teach all of you

(32:41):
like I could have controlled myreaction better than I did.
Right, that is one of my blindspots, and you know.
Then I rethink the situation.
I'm like, all right, I shouldhave done this instead of this.
Like I still could have got thepoint across without doing what
I did.
I went to the front desk.
I'm like you guys have got toget this lady the hell out of
here.
No-transcript, I kind of, youknow, took it, you know where.

(33:25):
I didn't want to fight it, butthe whole time I'm also.
I'm also thinking to myselfthis is why you suck, like your
employees, the way they'retalking to people, like you're
not prepared, like the audioissues, et cetera.
You didn't even act like youcare, like if the lady would
have just simply said sir, I'mso sorry for this, I'm going to
go hunt down, find the rightperson.

(33:45):
You guys have paid a lot ofmoney.
You deserve a great experience.
We're going to get this takencare of.
That'd have been fine, right,but I got several rude comments,
one after another, and I'mtalking like five or 10 of them,
one after another, till finallyI blew up at the situation
because I was mad the attendeesweren't going to get a great
experience.
So we ended up going the wholeevent with no microphones, right

(34:07):
, so we're speaking with nolapels, et cetera.
It worked out, but there's ablind spot in two ways how I
reacted I shouldn't have reactedthat way, right, and there's no
excuses for it Shouldn't reactin that way.
But also a blind spot for alodge that is supposed to be
five star, right, and if you goin their steakhouse, the

(34:28):
ambience of it and everything isfive star, but the way, the way
the service is carried out isnot, the way the food is carried
out, it's not.
And then how these events arecarried out is not, and that is
a blind spot.
That, as I, you know, I didkind of articulate it in the
nicest of ways to the managementteam and they totally blew it
off, right.
They took absolutely zeroresponsibility for what went on

(34:52):
inside that room, and that'sgoing to remain a blind spot for
that organization because, nomatter what data, no matter what
proof you put in front of them,they choose to ignore it.
And so many of you out there,the way you react to some of
these situations when I orsomebody else calls you out for
these obvious glaring holesstaring you right in the face,

(35:14):
is that you choose to ignore it.
And rejecting feedback,especially from experts, is a
major blind spot for a lot ofyou out there in your lives,
careers and business.
A lot of you don't even lookfor feedback, right, which is
terrible in itself, butrejecting feedback whether you
ask for it and then reject it,or somebody like this, this
marketing company hiring us andus giving the organization the

(35:37):
feedback, right, I haven't yetseen what the response is going
to be.
Right, I want to give them acouple weeks, but most likely
for places is they're going toreject the feedback, because
I've seen this so many times isthat the businesses that need
the help the most won't seek it.
This is why, like, ourcustomers are filled with the
biggest names in the industry,right, as well as other people

(35:59):
that you don't know their name,but they're just as forward
thinking, right.
They just may not be on stageor whatever, right?
Because they all think the wayI'm talking on here.
Experience crushes it.
It's the best marketing youwill ever do, whatsoever From an
employee experience standpointperspective customer, existing
customer if your focus is there,you will kill everybody, crush

(36:22):
everybody.
Every business on the planetthat's famous does it that way.
Yet, no matter what you do, 99%of people think oh, we just
need the phones to ring more,even though they are, and your
people aren't answering it.
They're not handling it right.
Online inquiries aren't beingresponded to.
Your digital workflow sucks.
You're not presenting moneyproperly.

(36:42):
Pending treatment.
There's leaky holes, obs,there's leaky holes.
There's leaky holes after thesigned contract, right, I could
go on and on and on.
For businesses of all industries, of all kinds, and the majority
of them will not accept thefeedback, and rejecting feedback
again, especially from experts,is a huge blind spot for so
many of you out there in life,career and business.

(37:04):
You have somebody that reallywants to help and can give you
good guidance on choices to makein your life, whether it be
money or just decisions thatcome up in all of our lives.
And there's so many people outthere that are like, ah, screw
it, not listening up in all ofour lives.
And there's so many people outthere that are like, ah, screw
it, not listening right, thatneed it, that need it

(37:28):
tremendously.
Meanwhile, the people that aresuccessful are out seeking
coaching left and right.
It just doesn't, it justdoesn't make sense, but it just
gives you such an opportunity todominate because 99% of people
in any industry and any aspectof any aspect of life, career
and business, just can't see it.
They just can't see it.
And that is a perfect example,even with the $4 million plus

(37:49):
loss opportunity, even thoughthis event, this lodge that we
hosted Iconic on we gave themthe feedback totally ignored it,
right, and those are thingsthat they will always have those
leaky holes.
I see it in their restaurant,the lodge, et cetera, et cetera.
And you know, whenever you getpassionate about something and

(38:11):
you're a person like me, you doreally have to watch the
response, because in my mind I'msitting here going.
How can you talk to people likethis, how can you run your
business like this?
But the people at the top,they're absent, they have no
idea those things are going on.
So, again, you can't spit outdata that says well, at two
o'clock, judy talking to Brianright, make believe name Judy

(38:36):
talking to Brian said this, thisand that and that hurt our
brand awareness later, costingus sales Like none of you can
spit that kind of informationout.
But yet if you're not workingon being a better leader and
you're not working on uniquelytraining your team and all the
things that we talk about onhere, those holes exist

(38:57):
everywhere in your business.
You just don't know it.
Blind spot, blind spot, blindspot, blind spot.
And and a lot of times theseblind spots will come out when,
when times are at their worst.
You know if you're a somebodyfrom a leadership standpoint,
you know that that panics right.

(39:17):
I said many times when, whenthe economy economy is still not
great, but I think we'reheading in the right direction,
thank God, but it has been downfor quite some time.
I said many times the worstthing you can do in a down
economy is spend money onadvertising.
You can't force people thatdon't have money to do Google
searches.
You can't force people thatdon't have money to pick up the

(39:38):
phone and call you.
You can't force that.
What you can do is invest thatmoney internally to make sure
your conversion is as high as itpossibly can be during the down
economy.
Make sure that you get as manyreferrals by teaching your team
how to ask when to ask.
What's that process right, ascan be Like those things you can
control, and if you're focusingon things that you can't

(40:02):
control, that is a huge blindspot for a lot of you out there
as well.
It's rejecting the feedback,focusing on the wrong things.
Right, double down, doublingdown on the wrong things to try
to prove a point.
So many of you do that outthere too.
I've seen it time and timeagain where you know you believe
something isn't going to workand you go out and do it anyway

(40:24):
just to prove it's not going towork.
Right.
I see it with remote monitoring, I see it with clear aligners.
I see it in people's lives,their careers.
I see it with remote monitoring.
I see it with clear aligners.
I see it in people's lives,their careers.
I see it all the time andthere's just these blind spots
that exist and they usuallycreep up and they usually come
out when times are at its worst.

(40:44):
It's just like your leadershipflaws are always gonna come out
when the business is doingcrappy instead of really well,
like anybody can lead whenthings are going great, right,
it's when times are tough andthe business is suffering from a
revenue standpoint or whateverit may be.
Right, that's when greatleaders shine and so many of you
out there, you don't shine whenyou're needed the most and it's

(41:09):
unfortunate and that's what youknow.
With my, with my blind spot,what I should have done is just
taken a deep breath, you know,said, hey, look just what I
teach, right, use empathy, right.
Like she may have been having abad day, gotten a fight with
her boyfriend, having financialproblems.
What I should have done istaken a deep breath and I say
you know what, let me justinside my head, that is, let me
go get stephanie.

(41:29):
Explain this situation tostephanie.
Let stephanie handle it.
Our director of clientexperiences, let her handle it.
Or david martin was there, whoruns social media for us and all
of our customers.
Uh, you know, go to eric, my,my coo with new patient group
and say, hey, here's what'sgoing on.
You guys go handle this,because it's not something as a
ceo I should be handling anyway.
Sometimes when I do, this iswhat happens.

(41:52):
But you know we all have themand you know another one of mine
out there is sometimes that Itake out my frustrations on the
people that love me the most,like my wife God bless her.
I mean this is podcasts I havein the future.
I actually have some plannedguests on about this in the
future.
But you know, many years ago ormany seasons ago, I did one of

(42:16):
my favorite podcasts we've everdone and we still get tremendous
feedback with people who arelike, hey, this really helped my
relationship, helped mybusiness.
But I did a podcast calledGrowing your Business While
Strengthening your Marriage andit talks about these little acts
, these little drips of love,right, these consistent drips.
They don't need to be a lot,but they just need to be
consistent.
You know, every week, and whenyou focus on that in a

(42:38):
relationship it really makes itstrong and those things
typically they start to go away.
Right, all the little drips andacts of love that happen all
the time when, when newlymarried or newly dating, right,
those become annoyances a lot oftimes as and you stop speaking
each other's love language andall the stuff.

(42:59):
And again, if you're justconsistent with it, just like
with your business.
You just have to be consistentwith things, and if you are, it
creates a tremendous, tremendousimpact, a beautiful impact, if
you will.
And and it's the same thingwith with what I'm with what I'm
talking about here is that andI forget this sometimes is that

(43:20):
you know the people that loveyou the most.
Sometimes we're the rudest too,like we would never say
something to a stranger that wewould say to sometimes, our best
buddy or a friend, a colleaguein this case, my wife and she
loves me to death.
She's my biggest fan and she'sseen the ups and downs over the
course of the years and she getsfrustrated at the things.
I get frustrated too.
The things like why can't yousee this, everybody, the

(43:43):
problems that are staring at you?
There's easy solutions for themif you would just invest in
them.
And sometimes you can't see theproblems, like I'm talking
about.
The data doesn't show all theleaky holes, but you know,
sometimes I'll take out myfrustrations if things aren't
going the way I want them to be,or I'm pissed off at something
or whatever it is.

(44:04):
You know, instead ofunderstanding she's my biggest
fan, is just there to help.
Sometimes, you know, I getfrustrated and grumpy and then
say something I shouldn't.
And you know that that's ablind spot that I have in our
relationship.
You know that that's a life youknow blind spot and you know
you know so.
It's just like a lot of you outthere.
If you're frustrated in arelationship, it can affect your

(44:25):
career, it can affect yourleadership skills and I'm I'm by
no means, you know, I'm verythankful for the relationship I
had.
She's the greatest thing that'sever happened to me.
So there's not frustrationsthere, I'm just talking about,
you know.
If I'm just talking about, ifthere is for you out there,
you've got to really understandhow that blind spot, if you can
correct it, is going to help youwhen you show up happier to

(44:47):
work as an employee.
Or it's going to help you be abetter leader, as an
entrepreneur, a better visionaryand and and things like that.
And I think another challengethat that many of us have many
of you have I have, even thoughI teach this for a living a lot
of times it's hard to put yourfinger on it is, again, it's
never about one thing, and youknow as an umpire in

(45:11):
professional baseball.
So if you take the ones in themajors which I wasn't in the
majors, otherwise I still wouldbe.
I was in the minors.
What I'm about to describehappens less every every level
down.
So like it happens less to themajor leaguers than it does the
AAA umpires, it happens the AAAguys less than it does the AA

(45:31):
guys, the single A guys, collegeon down, and I still.
So tunnel vision is what I'mgoing to dive into now.
Teach a quick lesson here we'regoing to wrap it up.
So I still teach NCAA umpirecamps.
High school as well even hadsome and even some little league
stuff.
I don't really have time to doany of them anymore, but I was
on.
So Clint Fagans his name he wasa major league umpire for well

(45:53):
was on his training staff.
We used to do stuff at baseballUSA in Houston and things like
that.
And tunnel vision when you'reworking with people behind the
plate and teaching them how tobe exceptional behind the plate,
tunnel vision is a is a bigreason that you can go into
slump as an umpire.
If you've ever seen a situationwhere it was an obvious strike
I'm talking like right down themiddle watching a game on TV and

(46:17):
the umpire balls it or it wasan obvious ball and the umpire
right, hands it and strikes it,and you're sitting there going.
How in the hell could thatpossibly happen?
Well, the answer is tunnelvision, and it's a real thing,
and it even happens to theplayers as well.
But so what it is and what theyteach you as an umpire, is that

(46:39):
you want to have a relentlessfocus on the release point of
the pitcher right Now.
This is sometimes easier saidthan done.
Just like a hitter, right,there are some pitchers where
it's hard to pick up the releasepoint and the hitter can't pick
up the ball until it's halfwayto home plate.
Those pitchers are obviously,even if they don't throw as hard
, obviously harder to hit thanthe people that you can pick up

(47:00):
the release point from 60 feet,60 inches away, right when they
release it.
Those guys are going to beeasier to have success against
the ones you can't pick up theball.
Well, just like a hitter, as anumpire, it's the same way,
right, if you're picking up theball halfway to the plate, yet,
you're going to have lesssuccess of getting that pitch
called right.
So you have a relentless focuson the release point and then

(47:23):
you create a journey.
You're spotting it with youreyes, right, you're not moving
your body, you're not movingyour head, you're moving your
eyes and you're literally tryingto slow it down as much as you
can, which is hard at 98 milesper hour with insane movement.
I wish everybody understood howfast that comes from 60 feet
six inches.
It is really really fast.
So you're kind of pinpointing,trying to slow down every peak

(47:47):
of movement and following thatall the way into the catcher's
mitt.
Well, sometimes what you runinto is a situation called
tunnel vision, and tunnel visionis you have such a relentless
focus on the release point thatyou keep staring at it even as
the ball travels and ends up inthe mitt right.
So you never see it.
And this is real because thehigher levels you go, the more

(48:10):
the pitches move.
So this would hurt you inlittle league, but it's going to
kill you in the majors right,or any pro level for that matter
, and sometimes in single anddouble a.
You know where I called right,those are the pitchers that are
throwing 99, but have no, I knowno idea where it's going.
And the majors, like they havecontrol and everything.
A lot of times you're getting alot of high level talent that

(48:32):
hasn't harnessed it and you knowthey'll throw one over the
backstop and then one of theguy's head and then paint one at
the knees on the on the cornerright.
Those are the ones you missbecause the guy's all over the
place.
So you're tracking the journeyand you're going from release
point all the way to catcher'smitt.
Well, there's a path to thatand I want all of you whether

(48:54):
it's your relationship isstruggling, whether you're not
advancing your career andgetting the promotions and
making the money that you wantto make, whether you be a
business owner and sales aredown, new patients are down,
revenue is down, you're nottaking any money home, whatever
it may be.
I want you to view that as thecatcher's mitt right, and I want

(49:18):
you to work backwards, meaningthat there is a journey on why
you are where you are.
It is not about one thing and,as we blind spot in on this
release point and we remain sofocused on what we think is the
problem that we can't take oureyes off it, when in reality,
it's not the problem, it's allthe other things that are

(49:40):
involved with it, you have aconversion problem right, like
there is a ton of things, likethat's the end result of a bunch
of stuff that is happening infront of it that is not going
right.
Right, your marketing, whathappens you know after.
You know the new patient phonecall, what happens after the
call and before they arrive, howthey're greeted, digital

(50:01):
workflow, exam processes,presenting money.
They say let me think about it.
You're pending treatment.
Follow-up with every businessout there in any industry.
That's a multi-million dollarloss, right?
Following up with prospects,organizing it properly, text,
email, phone, video, messaging,like that whole process how

(50:21):
often do you follow up?
How long do you follow up?
It's a leaky hole for everybodyout there.
Many, again, many, can't feelit so they're not looking to fix
it.
Many can't feel it, so they'renot looking to fix it.
Obs for orthodontists listeningout there You're so focused on
the release point, you're sofocused on the desire, you're so

(50:41):
focused on the problem, you'reso focused on your goal that
you're completely ignoring thepath and the journey into that
catcher's mitt, all the thingsthat it must take to achieve it,
to achieve being a great umpirebehind the plate, being able to
break it down step by step, inslow motion, on how you're going
to achieve it.
So many of you fall into thattrap as a blind spot, a weakness

(51:04):
, a vulnerability.
It is hindering your progress,that you can see where you want
to go but you absolutely cannotsee the path to get there.
You can see what you think isthe problem and you ignore all
the things that are going totake to make sure that problem
dissipates into something thateventually can become your

(51:25):
greatest asset.
And again, the samephilosophies, what you're trying
to achieve in your life betterrelationship, right.
Better relationship in yourlife.
Better relationship, right,better relationship, more
friends, better friends.
A big blind spot for many of youout there is you hang out with
the wrong people and this is,you know, employees You're
hanging out with.
You know you're dating ascumbag that doesn't treat you
right, doesn't help make youbetter.

(51:47):
You're hanging out with peoplethat are bringing you down.
They're complainers, right,they blame everything else in
life except for themselves Docs,business owners, other business
owners we have out there.
You're hanging out with peoplethat complain about things,
right, the price shoppers, allthe industry changes and the
corporations, all this stuff.
Meanwhile, if you just tookcare of your blind spots, you

(52:12):
could turn those into yourgreatest strength the down
economy.
You could be turned into yourgreatest strengths, price
shoppers, more people opening up, more people doing Invisalign
on your street All these thingscould be used to your unique
advantage, but you choose tohang out with people that
complain about them, bring youdown.
It's a blind spot, could go onand on and on about this topic

(52:35):
and if you get so focused on theproblem, you are going to miss
the path, the journey, all ofthese little things that you
need to maneuver as that road tosuccess is under construction.
Right, you need to go in associety changes, the consumer
changes.
You need to go around thesedetours, right, as convenience

(52:59):
becomes more important to people.
Then you have to implement thenew patient consult and you've
got to do it really well, whichyou got to bootcamp, by the way,
we can put that descriptionwhenever we come out with a
registration link, I'll put thatin the description below so you
can get registered for it.
But a really cool virtualconsult boot camp coming up to
kind of teach you the A to Zprocess on how to convert at the
highest levels.

(53:19):
You know all of you got tounderstand that there's a path
that has happened to whateverproblem that you have ended up
with and, as you think that way.
It really will allow you to mapout the journey of what needs
to happen for all of you to besuccessful.
You do not have to put moremoney into your marketing.

(53:41):
You don't need to do it, guys.
You need to identify all thespots.
Right.
If you need more new patientsright?
Part of that is making surethat your experiences are
unexpected.
Right, your team is trained onhow to ask for more five-star
Google reviews in a way that'sgoing to make it happen.

(54:02):
Right?
Your referrals If you need morenew patients, what's the best
kind of customer you can get?
It's a referral from anotherone.
Right?
Your conversion is going to behigher.
You can charge a higher priceusually, and your team's got to
be trained how to ask for thatin a very specific way.
Your employees out there, guys.
They don't know how to do thisstuff.
This is a big part of whatIconic was just about.

(54:24):
It was asking for five-star.
When's the last time you wentto a restaurant and a waiter
asked you for a videotestimonial or a five-star
review?
It never happens, right?
Like to me, it's asinine thatrestaurant owners can't see that
they're losing their ass inthat part of their business
because their people aren'ttrained how to ask.

(54:44):
Do you know how many five-starreviews you could get a night by
training your waiters how toproperly ask at the right time?
Look for you know specificsignals the table is giving
right.
You would blow your five-starreviews up more than any
marketing ever would just bytraining your waiters.
And this is the same thinginside.
This is why our NIST same thinginside orthodontics, dentistry,

(55:05):
beyond right.
But you don't think of thesethings and those are your blind
spots.
Professionally, like employees,we had so much of life and
career talk at Iconic, but it'sthe same thing.
Right, if you can't pay yourbills, right, then there are
multiple reasons along thejourney from decision making to

(55:27):
you know gravity problems.
You know problems that mostpeople have, but, depending on
the decision you make, thegravity problem can turn your
life into crap or make itsuccessful.
Right, there are problems yougotta be aware of.
That's a podcast for itself,but we talked heavily about
those at Iconic because I'mpassionate about it.

(55:48):
But there's this journey thathas put us all where we are and
if we put our blinders on tothese weaknesses that we have,
these vulnerabilities that wecan be susceptible to, it
creates such a huge problem inour organizations and sometimes
a huge problem again.
We can't identify, like thatgroup, orthodontic practice,

(56:09):
right, it's staring them rightin the face and they refuse to
see it.
And another company innovativeenough wanted to prove it to
them and we'll see what they say.
But we could do a mysterypackage to all of you that
aren't customers, that listen,and I promise you your
receptionist is going to blow it.
You're either not going toanswer the call, right.

(56:31):
I bet you that if we mysterycalled your practice 10 times,
you missed three of them, right,and I know that because of the
data that we have.
Like during regular businesshours, and until you see
something like that, it's hardto believe it.
But this is the blind spotsthat all of you have, and I'm
just using a phone front deskexample today.
But this and I've referenced itthroughout this podcast this is

(56:52):
for everything across the board.
It could be you're chaotic, butyou won't use remote monitoring
.
Boom blind spot.
You could be chaotic and youcomplain about it and you won't
use remote monitoring becauseyou say it's too expensive, like
it's ridiculous.
Listen to yourself.
Like those are a couple ofblind spots I just mentioned
right there.
Or you wait until this drivesme nuts and it happens so many.

(57:13):
I know it drives the company'snuts and it happens so much out
there as well.
Is you wait?
You'll just say I don't needremote monitoring now.
Well, that means this is theperfect time to do it and if you
use it right, you're going toget more new patients from it.
If you promote it out on socialmedia, have it on your website.
If you know how your TC usesour exam processes, digital

(57:34):
workflow processes, using remotemonitoring as a sales tool to
get people to buy from you inthe first place, you're going to
increase your conversion, andat a higher price.
Because, again, people say theyvalue convenience almost more
than any other type ofexperience there is.
The data is hardcore and it'snot just for you know, amazon,
it's across the fricking board,right.

(57:55):
So if you're not using it andyou know you're chaotic there's
a blind spot.
If you're not, if you're notusing it because you don't think
you need it yet, why in theworld would you wait Like?
This is so much why we'regetting a bigger and bigger
following of people that are new.
Uh, you know our school fallingresidencies.
Our listens are way up, becausewhat we teach is is why the
heck wouldn't you do this before.

(58:16):
You need to right being reactive.
That's a blind spot and so manyof us I mean as humans like we
get fat, we try to lose weight.
Our relationship goes to hell.
We try to get to, we seekcounseling, we lose money, we
try to make money.
We're such a reactive animalit's just crazy, which is a
blind spot in itself.
So many of you out there arerunning a reactive practice

(58:40):
instead of a proactive business.
And again, this is the truthfor restaurants, hotels,
plumbers, lawyers, the list goeson and on.
So many entrepreneurs out there, you are running reactive
businesses and it's all because,well, it's too expensive.
No, you're looking at it allwrong.
Almost 90% of consumers saythey would choose a business if

(59:02):
they offered convenience.
Others wouldn't, right.
There's other studies that arein the 90s on I would remain
with a business if they offeredconvenience, others would.
But yet you're making peoplecome in for OBS appointments
Like what the hell is that Right?
You don't have the new patientvirtual console installed.
I mean, what the hell is thatLike?
There are so many.
And this is why you know thesuccess blueprint for the new

(59:24):
economy is really what we'recalling our program now, because
every day there's new consumer,consumer data and we are all
over it, and one of the reasonswe're changing the name of the
podcast we've got otherannouncements coming is because
we're five years ahead of it andbecause of that we're teaching
you on how to be five yearsahead of it.
I mean think 13 years ago whenI founded this company, we were
teaching a lot of this stuff youwant to talk about out of the

(59:46):
box and you're crazy.
You know.
Back then, think about howcrazy we were.
People probably thought we were, but as we've, you know, we
teach a lot of the same stuff,but obviously it's developed,
it's more forward thinking, it'schanging, it's evolving, based
on the consumer data.
Now you can't argue it Like thedata says do this, do it and do

(01:00:06):
it really well.
But a lot of you out there won't.
From new patient virtualconsult to virtual, you know,
going virtual with your obs toredefining pending treatment, to
redefining the exam process,new patient, call your digital
marketing your culture.
From from making sure yourleaders are always trying or
always being trained, thatthat's another, and I'm probably
going to break this off into aseries, meaning that, as I see

(01:00:31):
things.
I can do a podcast about it,but a huge part of your blind
spots out there are just yourleadership skills or lack
thereof, like this practice notbeing forward thinking enough to
go.
You know what, if we're goingto do marketing, let's invest in
making sure our people aretrained to convert it right.
Major blind spot and so many ofyou out there wasting your money

(01:00:51):
with pay-per-click companies,you know, wondering why you're
not getting more business ormore starts, or maybe you are
happy with your starts, andthat's a blind spot in itself
too, because I know, based onwhat we do wherever you are out
there, if you're happy, we couldgo and double you and quadruple
your happiness.
Right, because you still havethese leaky holes everywhere.
You just may be fortunateenough to overcome it right and

(01:01:14):
still make what you want to makeand take home what you want to
take home.
But from a leadershipstandpoint, culture standpoint,
digital marketing standpoint,how you train your people just
the list goes on and onprofessionally and also, like I
said, with with the employees.
You know rejecting feedback,not seeking coaching right, not

(01:01:37):
wanting to face your fears andand wondering why.
You know your dreams andaspirations.
You always you know you may begetting closer to it, but it
always seems every time you takethree steps forward, you take
two steps back, you know, or youtake one step forward and two
steps back and it's always likeright there and you can't get it
, because you know you're notfacing your fears, you're afraid

(01:01:58):
of rejection, you're afraid ofchange, you're afraid of guilt
and one of the things we talkedabout at Iconic I see it with
hourly employees all the timethat sabotage their success
because they're afraid to bemore successful than their
parents.
And to some of you out therethat may sound crazy, but it is
a real thing, especiallydemographically, ethnicity,

(01:02:19):
things like that.
It is a real, real culturething that exists with a lot of
people and they may feel thatnot only guilty if they do
better, they don't feel likethey're worthy of it.
And these are all reasons why Ijust love the life and career
side of what we're developingthis program into, because until

(01:02:40):
the mindset of your team isright, it's really, really
difficult to get ideas installed.
It's really difficult toadvance the business forward if
the mindset of your team is notwhere it needs to be, and a lot
of your teams just flat aren't.
They have poor mindsets andthat's developed from parents
and just things in life anddecisions they've made, and
these are leaky holes.

(01:03:01):
These are blind spots,vulnerabilities, weaknesses.
That is hindering youremployees' progress, just like
you have blind spots that arehindering yours.
One of the things that I wantall of you to do out there as an
exercise is I want you to writedown what your struggles are,
and what I mean by that is.

(01:03:22):
It could be sales, it could benew patients, it could be new
customers, it could be highturnover, whatever it is.
I want you to write down three.
So I'm talking everybody outthere, but I'm also talking to
the docs, the business owners,the spouses that are coming to
the event, because we're goingto create a round table around
this.
So I want you to write down atleast three it could be more,

(01:03:43):
but at least three of yourbiggest headaches that exist
right now.
And then I want you tobrainstorm all the things that
you can think of that wouldimpact that right Meaning one
positively right All thedifferent things you could do to
impact that positively.
But first, before you do that, Iwant you to write down all the

(01:04:05):
things that you could brainstormthat have caused that right,
and I want you to do someself-reflecting, no matter how
hard, this is right.
And as you self-reflect, whatyou will find is is that once
you write down one or two,you're gonna be able to write
down a lot more.
You're gonna write down moreand more and more and more as
you self-reflect thesesituations.
So the beginning of thisexercise is write down three of

(01:04:27):
your biggest headaches highturnover, can't find good people
to work, conversion sales,revenue, profit, cash flow and I
want you to then write down thethings, the journey, that have
caused that to be a problem.
And I want it to all beself-reflected, right.
I don't want you to put theeconomy right.

(01:04:48):
The economy a bad one.
That's a gravity problem.
It happens to most people,right?
And it's the decisions you'remaking that is going to get your
business to grow during a downeconomy, right, so I don't want
you to put a down economy.
It has to be about youinternally, right, it has to be
about you internally.
That's where this is going toget really hard, right?

(01:05:10):
All the things that couldaffect it.
Then the next thing, the thirdone I'm talking about right now
all the things that could affectit.
If we change those things.
How could we then turn thatinto a positive outcome?
Right, in addition to this, Iwant you to write down three
blind spots that you havepersonally.
Okay, I also want you to dothis exercise with your team and

(01:05:33):
team members.
You're going to write downthree blind spots that you have
in your career, right?
So, let's say, you want to makemore money, you're frustrated,
you're not making more money.
I want you to write down allthe things that you could
brainstorm that are why you'renot making more money.
But it has to be about you All.
Right, this is a tough one,right?
So this is really a a kind of afour or five step exercise, if

(01:05:57):
you will, based on the thingsthat I just said.
Right now, I'll describe it downand below in the in the
description below.
But again, one write down atleast three frustrations.
You have Sales are down, highturnover, you know culture
suffering, whatever it is.
One right.
You're chaotic, whatever it is.
That's one.
Two, right, I want you to writedown a bunch of stuff,

(01:06:19):
brainstorm all the things, right, that are the causes of that,
but they have to relate back toyou, right?
You cannot say my conversionsdown because my treatment
coordinator sucks, right, mysales are down because my VP of
sales sucks.
Right.
If they suck if you hired them,that's a perfect blind spot.

(01:06:42):
Okay, it's a perfect example ofwhat I'm talking about.
You're the one that hired them.
Okay, so there could be a flawin your hiring process.
Is an example?
Right, my new patients are down.
You can't say your marketingsucks, right, it's got, unless
my marketing sucks because I amnot producing enough good,
organic content to engage peopleonline.

(01:07:03):
That I'll take right could be.
My new patients are downbecause I haven't seen enough
value in making sure my team istrained on how to ask for
referrals.
Right, if I had been doing thatmy team has been highly trained
in that over the course of thelast 10 years I would have had a
lot more new patients.
Right, that's an example of mynew patients.

(01:07:25):
Is a frustration.
Right, it's because of me notseeing enough value in getting
them trained on how to ask.
If I would train them how toask, we could increase our new
patients through patientreferrals.
Right, that's how this exerciseis going to work.
Right, these are identifyingyour blind spots and, again,
like I also said, I also wantyou to do this personally.
This could be a relationshipthing, right, like I admitted,

(01:07:49):
like sometimes I get frustratedat the people that love me most,
even though they love me andthey're my biggest fan.
Right, that is a thing that hascaused issues in the past.
Right, if I look in the mirrorand I really work on making sure
I don't react that way, right,things are going to get better.
Right, this is a look in themirror to identify your blind

(01:08:10):
spots, your weaknesses and yourvulnerabilities, and this is not
going to be easy.
This is intentional to try toget you to be uncomfortable,
intentional to make you look inthe mirror, and it's intentional
to help you transform your life, career and business.
I hope you loved everythingtoday.
Blind spots are real.
Everybody, we all have them.
It's whether or not we chooseto identify them and that's how

(01:08:32):
you're going to identify themthrough that exercise, when
everybody to do that.
It's going to create a greatround table discussion at this
year's mastermind.
I'm going to see everybodythere in Scottsdale, arizona,
here in well, next week, at theend of next week, looking
forward to it.
I hope everybody does theseexercises out there and
everybody listen to me,advertising is not your problem,
all right.

(01:08:52):
The problem is you and yourteam that's the problem.
If you reshape those, reimaginethose, reinvent things that
have always been the same, thinkoutside the box, do what we
teach on here, you're going tocrush it, crush it, crush it.
Thanks everybody, and, asalways, please give us a thumbs
up there on YouTube, make somecomments, share this with

(01:09:16):
friends, colleagues, family oranybody looking to transform
their life, career and orbusiness.
Same with audio experiencelisteners, write us a five-star
review.
It'll mean a lot.
And until next time, everybody,we'll see you soon.
Bye-bye.