Using Consumer Data Trends to Successfully Navigate and Transform your Life, Career & Business - Welcome to The Brian Wright Show

Send us a text

Click here to Schedule a Free Consultation 

Click here to Subscribe to The Brian Wright Show YouTube Station

Click here to Subscribe to The Brian Wright Show Podcast 

Click here to Follow The Brian Wright Show on Instagram 

The Brian Wright Show is dedicated to entrepreneurs, their team and family members and for anyone that wants to transform their life, career and/or business. Welcome to the dawn of a new era! After eight successful seasons as the New Patient Group podcast, we're evolving into The Brian Wright Show—same trusted expertise, broader mission. This isn't just a name change; it's an expansion of our commitment to helping you thrive in today's dynamic marketplace.

The modern consumer lives in a world where attention spans have shrunk below that of goldfish (yes, literally—Microsoft proved it), and Gen Z loses active focus after just 1.3 seconds. Bombarded with over 10,000 marketing messages daily, your potential customers are more distracted than ever. So how do you break through?

In this compelling premiere episode, I dive deep into what makes this "new economy" different and why conventional business approaches are failing. You'll discover why 91% of consumers choose businesses based primarily on experience rather than product quality, how one minute of video equals 1.8 million words in impact, and why nearly 90% of people willingly pay more for convenience.

Whether you run a restaurant, hotel, healthcare practice, or any business struggling to stand out in a commoditized market, these insights apply universally. The skills that have made our orthodontic clients successful—exceptional hospitality, psychology-based communication, and strategic digital presence—work across every industry. I share real examples of businesses transforming through data-driven decisions rather than personal bias, and why proactive change always beats reactive scrambling.

Most importantly, you'll learn why action trumps perfection. The businesses winning today aren't waiting for perfect conditions—they're implementing, learning, and refining in real-time. As we expand our mission with this rebrand, our commitment remains: providing you with proven strategies to transform your life, career, and business in an economy that rewards those who adapt fastest.

About our Host: 

Brian Wright is the Founder of& CEO of New Patient Group and WrightChat.  ⁨@NewPatientGroupWrightChat⁩   He is a trusted consultant and speaker for Align Technology, the Makers of Invisalign (3 billion dollar publicly traded company). He is a leadership, sales and hospitality expert that applies those skillsets so that businesses sell more of their product and at a higher price.

Episode Transcript

Speaker 1 (00:00):
Hey, brian Wright Show Nation.
Welcome inside the broadcastbooth, brian Wright here, and
welcome in to the very firstepisode of the Brian Wright Show
, but episode 124 overall at theexact same time.
So you may be going hey, howcan this be a first episode and
also the 124th at the same time?
Well, if you've been paying anyattention whatsoever, we have
now rebranded the New PatientGroup podcast, which we have

(00:23):
spent eight seasons doing.
Appreciate all of yourfollowing, our great support and
followers and the downloadsacross the globe.
We have rebranded that into theBrian Wright Show.
So 124 episodes in and today'sthe first episode of the Brian
Wright Show.
We're going to be diving intowhy we are the voice of the new
economy.
What the new economy is theconsumer data.

(00:43):
That's truly alarming to thenew economy.
What the new economy is theconsumer data.
That's truly alarming.
But a lot of people alsocomplain about it, when what
we're going to teach you is howto use that consumer data to
transform your life, your careerand or your business.
Use the things to youradvantage that other people
complain about those samereasons on why they're failing
right.
A lot of the decision-making youplay or you make play a lot

(01:04):
into the successes you can havein this new economy, or maybe
even the failures, the lackthereof.
We're going to be talking aboutthat today.
We're going to be talking aboutthe consumer data, using the
decisions and how to makedecisions around that consumer
data, how to take your personalbias out of it and if you can
look at the data and think interms of customer experience
over data, customer experienceover analytics, customer

(01:27):
experience and relationships andhow you can take those and how
you can look at the consumerdata and say, look, if we change
the journey, right, we aregoing to dominate in our
business, right?
This is also somebody in anepisode for many of you out
there, right, that maybe not bebusiness owners, your employees,
your reps, you work for anentrepreneur, whatever it is, or
maybe you're just trying to getmore out of life.

(01:48):
This consumer data I'm going totalk about today very much
applies to hey, I want to loseweight, want to be more healthy,
I want to get more out of myrelationship with my spouse.
You can use this data whetheryou're trying to improve life,
career and or business all theabove, like I just mentioned.
Excited about this, we're goingto kick off the Brian Wright
Show with an awesome one, andlet's get started.

Speaker 2 (02:10):
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

(02:31):
RightChat, and a consultant andglobal speaker for some of the
finest companies in the world,such as Invisalign and many
others.

Speaker 1 (02:57):
Now here's your host, Brian Wright.
Now here's your host, brianWright.
Before I needed to go to theairport and I'm sitting in this
little quaint area of therestaurant where you could see
the cooks.
They were cooking things andjust open kitchen kind of like
an open, like a sushi bar kindof thing.
But it wasn't sushi, it wasjust an American cuisine
restaurant.
I'm sitting there, you know,ordering a cocktail, having an

(03:22):
appetizer, and I hear are youBrian, are you Brian Wright?
And I look up and it was a souschef that was back there and I
said, yeah, hey, how you doing?
Who are you?
I didn't know who this guy wasand he's like man, we've been
listening to your podcast foryears and you know we've
implemented so many things intothis restaurant and I was

(03:45):
thinking to myself at that timeI'm like, well, that's cool.
Right, I get to meet our nicheout there.
I get to meet all of you allthe time, see you all the time
at events.
But the following we haveunless they're customers, of
course but the following we haveoutside the niche, I don't
really ever get to meet them atall.
And I mean, what are thechances walking into a random

(04:09):
restaurant in Charlotte, wherethe people in the kitchen we're
going to know who I was in thepodcast and all of that.
And I'm thinking to myself andthis was, this was two years ago
.
I'm thinking to myself this iswhy we need to rebrand, this is
why the message that we talkabout on here needs to branch

(04:32):
out further and further.
And if you ever had the feelingwhere you're happy with what
you do, you're ecstatic withwhat you do, you're ecstatic
with what you do and and youhelp a lot of people and you
make an amazing living and it'sjust an incredible job, but at
the same time, there's a pieceof you like look, I want more,

(04:54):
like there's more to the messagethat I have, there's more to
the talents that I have.
And internally, I'm excited andI've said this in some other
podcasts leading up to to todaybeing obviously the first
episode of the rebrand from thenew patient group podcast into
the Brian Wright show.
Is that, whether it be talkingto somebody on an airplane,

(05:15):
getting stopped walking arounddowntown, like I just described,
walking through an airportafter an event, whatever it may
be, I love so much helpingpeople and we have helped so
many in our niche for so manyyears and now.
Not that, like I've said before, like we're not going outside
the niche, but the messagingjust everybody needs to hear,

(05:41):
the messaging that we talk abouton here from a transformation
of life, career, business.
If this is the first episodeyou've ever listened to, the
imagination you need to use onsome of these episodes is big.
Because, let's say, you're anentrepreneur and you own a web
design firm, or you own aplumbing company or an electric

(06:04):
electrician or a lawyer orwhatever it is.
The principles when you'retrying to grow a business apply
to every business there is.
Everybody has their product orservice, but then everybody has
the non-product or servicethings that will ultimately
determine can you ever sell yourproduct?
Can you create more value thanthe other places somebody could

(06:27):
buy?
Can you charge a higher pricethan everybody else that's in
your space, if you will, andconvert at a higher level?
Can you show up to work happyevery single day?
Can you be a leader?
Can you create the rightculture that really allows all
the things that have nothing todo with your product or service,

(06:49):
but everything to do withwhether or not you can sell it
at a high price?
Are they going to implementthose skill sets when you're not
looking.
And a couple of days ago I wasin one of my favorite places on
the planet since we moved toColorado Springs is Shields, and
when I walk in there I alwaysspend a lot of time just
listening and paying attentionand it's like walking into a

(07:09):
place that implements everythingthat I teach all over the world
from you can tell theirculture's exceptional.
Their people are happy, theirpeople are hardworking, they're
knowledgeable, they know how toeducate, they know how to speak
and they know how to make youfeel great while spending a ton
of money, which is really what alot of this goes into right.
It's the waiter that can speakin a way that gets you to spend

(07:33):
way more money.
Because you bought the bottleof wine instead of the glass.
You bought the specials for theevening, you bought, you know,
set off menu items, you boughtthe desserts.
You bought the desserts insteadof not getting desserts, but
you walked away feeling reallyspecial, really good.
You know you're wanting to tellpeople about the experience and

(07:54):
things like that and there's anart to that and that art
everybody is not advertising,it's not, it's not outside your
door and pay-per-click and allthis crap that a lot of you have
just been convinced over theyears that you need and I'm so
excited to be back here as we.
You know, if you're somebodythat's come across this podcast
for the first time and you'renot a business owner, you know

(08:16):
we've got.
We have tons of hourlyemployees inside the business
owners that we do help.
We have tons of people that youknow reps all over the country
that work for more ofcorporation that listen to this
podcast to get more out of theirlife and more out of their
career.
And if you really pay attentionto it and really look into the

(08:39):
inner workings, you'll realizethat life and career and
business are all.
They're all interconnected.
They don't operate separatelyand for many of you out there
that don't know that or don'tpay attention to it, it'll make
all three areas of your life,assuming you're a business owner
.
So that's where the businesscomes in.

(09:01):
When I say life, career andbusiness, really what I'm
talking about for employees outthere, it's life and career.
For business owners out there,it's really all three, because
part of your job as a leader isto develop your employees in
their life and in their career.
That's just the reality of it.
It's part of leadership today.
You should want to develop yourpeople.

(09:22):
You should want to create anddevelop their skill sets in a
way that's going to allow themto advance their career, get
more out of their life and maybebe promoted and eventually
leave your business and take ajob elsewhere and make money
that they otherwise never wouldhave been able to make inside
your business.
And there's just so much thatgoes into all that, and we're

(09:43):
here everybody.
The first episode of the BrianWright Show and this life,
career and business topic isvery much related to really what
we're going to be talking abouttoday, and that's today's
consumer Using the consumer datato dominate this new economy,

(10:05):
to successfully navigate thisnew economy.
And you know, our lives, ourcareers and our businesses do
not take a linear path.
It would be so easy if we wokeup every single day and
everything was just a littlebetter every single day.
Can you imagine that?
It's just?
You could kind of sit back andjust go.

(10:26):
Oh, you know, we had, you know,three sales today, and I know
tomorrow, when I wake up,there's going to be four, and
the following day there's goingto be five, and at a higher
price.
Obviously.
It doesn't work that way, lifeis an infinite marathon journey
without a finish line.
Our careers are like that, ourbusinesses are like that, but

(10:48):
oftentimes too many people takethe finite sprint.
If you will, they're thinkingthree months from now instead of
a year from now, and that'swhere, if corporations and a lot
of the reps listening.
This is one of hundreds ofdifferences between how you have
to be successful running asmall business versus a publicly

(11:08):
traded company.
As an example, many of youalready know this, but some of
you may not.
I'm a speaker and consultantfor Align Technology makers of
Invisalign, $3 billion publiclytraded company, and I certainly
love speaking for them andconsulting with them and
bouncing ideas off each otherand business ideas and things
like that.

(11:29):
It's an honor.
I love doing it, I'm good atdoing it and I know I help them
tremendously throughout ourjourney, just as they've helped
me tremendously throughout ourjourney together.
But the way they look at numbersis quarter by quarter, because
they've got to show specificthings to the shareholders and

(11:50):
short-term decisions are,unfortunately, the way they have
to look at it.
As an entrepreneur, short-termdecisions will kill you.
They will crush you.
It's the vision that you haveand the journey that you stick
with on brand representation andyou may implement something new

(12:10):
with the very much knowledge ofknowing.
This could take 24 months toactually pan out, but we're
going to do these things becauseevery day it's going to enhance
our brand and look notnecessarily the podcast topic
for today, but one of the mostdifficult things and why I think
so many companies suck, is thatthey're paying more attention

(12:32):
to the numbers and the data andthe analytics than they are the
relationships that they'rebuilding with their customer.
They're looking more at whatdoes it cost me now versus if I
do spend this money, how does itenhance my customer
relationship?
How does it enhance my customerexperience?

(12:53):
And when you think that way, itdoesn't always produce a return
right away.
You may lose money, even in theshort term, but you know that
over the course of time it'sgoing to help keep your
customers right Instead of theleaky hole of them leaving.
All the time it's going to wowthem, it's going to enhance them
, it's going to enhance thechances that they want to refer

(13:15):
to you and, like I said, staywith you, as opposed to the
other companies that may behitting them up and
unfortunately, a lot of us notonly run our businesses that way
employees listening a lot ofyou run your careers that way.
A lot of us run our lives thisway as well is not understanding
that the decisions you make, ifyou're making them with

(13:39):
tomorrow in mind, you're goingto be sabotaging.
It could be your relationship,it could be your promotion at
work, it could be hey, I and Isee this, unfortunately, with
hourly employees.
All the time is they'll quit ajob in order to go make two
dollars more an hour somewhereelse, when they don't realize
that the place that's going topay him two dollars more an hour

(14:02):
, they have no chance for careeradvancement, no chance for
promotion.
Maybe that place isn't going topay them $2 more an hour.
They have no chance for careeradvancement, no chance for
promotion.
Maybe that place isn't going todevelop them like the place
they just left.
And they lose the fact that,yeah, I may make less today, I
may even make less next year aswell, but if I work hard, if I
develop skill sets, if I offervalue to the business, which is

(14:24):
really a lost art Many of youout there you can't even
comprehend.
If you haven't owned a businessor 22 of them like myself, you
can't even comprehend what anightmare HR can be and what
happens if somebody does leaveand the retraining process.
I mean, small business ownerslose millions upon millions of

(14:45):
dollars because of employeeturnover, and especially if it's
good employees and that's atopic for another time for sure.
But through all of this, whenyou're making these short-term
decisions, employees out there,what you fail to realize is, hey

(15:05):
, the business I'm leaving, thisis a business where I have
opportunity for growthpersonally and professionally.
This is a business that iscommitted to developing my skill
sets.
This is a business that'scommitted to developing my skill
sets personally, meaning in mylife as well as my career, which
means that I'm going to have anopportunity to get promoted

(15:28):
with this company, make way moremoney if I stick with it.
But this short-termdecision-making of, hey, I can
make $2 more an hour and peoplequitting I see it all the time.
And this is how, employees, yousabotage your career, which in
turn sabotages your life, andthere's a thousand examples.
We do it in our relationships.
We do it in you know, whetherthat relationship be with a

(15:51):
spouse, a boyfriend, girlfriend,a friend, whatever, whatever
the heck it may be.
We do this to ourselves all thetime and a lot of this that I'm
diving into and talking aboutright now.
You know this, this, this life,career, business parallel, which
is is what this, which is whatthis podcast has always been
about for eight seasons, but itwas really never defined.

(16:12):
I never sat back here and saidthis is what this podcast is
about.
But this podcast is dedicatedto entrepreneurs, their team
members and all of their familymembers, but for anybody that is
wanting to transform life,career and or business, and the
principles like we're talkingabout right now this life,
career, business parallel theprinciples all apply regardless

(16:35):
of whether you own a business ornot, what type of business you
are, whether you're in our nichein orthodontics, dentistry,
other healthcare spaces or not.
It applies to everybody, andone of the reasons that I
believe so many of you sabotageyour success out there,
personally and professionally,is what I call this new economy
that we're going to be divinginto today.

(16:56):
I mean, this is real stuff.
Like if all of you out theresaid, look.
Like if all of you out theresaid, look, I'm going to remove

(17:27):
my personal bias 100% from everydecision you, or to at least
teach you so you can understand.
Okay, this is why I'm having aproblem losing weight.
This is why I'm having aproblem in my relationship.
This is why I'm having aproblem financially.
This is why I'm having aproblem getting a promotion at

(18:00):
work, a pay increase at work orbusiness owners out there.
This is why I'm not convertingthe way I want.
This is why sales are down.
This is why revenue your goals.
It's not because of a downeconomy or a slow metabolism or
price shoppers.
They're calling your business,wanting your price for cheap.
It's not because of thosethings.
It's because of the decisionsthat you are making.

(18:23):
It's because of the decisionsthat you are making.
And a lot of times we make blinddecisions off of personal
feeling rather than data, or wecan't figure out why we're not
succeeding personally orprofessionally.
That goes career and businesswhen I say professionally, but
we fail to realize how thedecisions we're making are

(18:44):
impacting that.
So therefore we turn to.
We need pay-per-click ads.
We need more outdooradvertising.
We need muffin drops,orthodontists out there to the
dentist.
You constantly are thinkingoutside your doors when inside
your business there's millionsupon millions of leaky holes.
Now this is the first podcastwe've done since the beginning

(19:05):
of April and I wanted to finishthe new patient group podcast
before we officially rebrandedthis month in May.
I wanted to finish on thatblind spot podcast and I wanted
to because that's an exercisewith shout out to everybody that
came to the mastermind event inScottsdale.

(19:26):
You want to talk about a goodtime?
Holy cow, I talked to Chris andmy wife about this every year.
Every year, when we have thatmastermind and the spouses are
there, the customers are there,docs are there.
I laugh harder every year onthat getaway than I have the
previous 364 days I mean we'vehad.
That was our fourth one Um, the, the camaraderie, the, the, the

(19:51):
, the life, the career, thebusiness topics, the laughter,
the food the fun is unmatched.
Uh, I love all of you so muchLike it and it's hard for me
because I do consider so many ofyou my very, very close friends
and I have more fun with youthan than I really do with
anybody else in my life and wedon't get to see each other that

(20:13):
much, right?
So it's like those three orthree and a half days, whatever
it is, are so, so fun for me.
But the topic on that blindspot podcast, that's what we we
roundtabled a lot at the event.
It was a look in the mirror,look at yourself and realize

(20:34):
you're part of the problem,right, and there's so many
uncontrollable conditions we allface out there, right.
A down economy that's somethingthat's uncontrollable for us.
The pathetic politicians areobviously a big part of that.
You know, we print a trilliondollars every 90 days.
Inflation is insane because ofthat and much and much and many

(20:57):
other things, and we're kind ofput in the middle of it with a
bunch of people that arecompletely unqualified to do
anything.
They do for the most part andand it affects our businesses,
our careers, our lives andthings like that.
And and while we can't controlthat, really, we can obviously
vote for different people, butwhile we can't really control a

(21:19):
down economy just like you can'tcontrol a slow metabolism
there's very specific decisionsthat you can make to use those
to your advantage or to overcomethem.
But when we sit and blame themas the reasons for our failures
and we don't look in the mirror,what we end up doing is using,
we end up using thoseuncontrollable conditions that

(21:44):
change our state, change ourmood, and not only can they get
us down, it literally keeps usfrom being able to see the light
at the end of the tunnel saying, look, I can make different
decisions than I'm making today.
And some of this is kind of apickup off the blind spots, like
I think the blind spots wouldbe a good.

(22:04):
If you haven't listened to ityet, it would be a good podcast
to go back and do that exercisethat I talk about at the end,
because they're real.
You know, instead of saying ourproduction and revenue and
sales and new customers, newpatients and whatever are down
because of down economycompetition, whatever it may be,

(22:26):
the exercise entails, you knowour sales are down.
What am I doing to cause that?
What decisions am I making tocause that?
And that's really where thisnew economy comes in.
Because if all of you wouldjust spend the time to
self-educate I've talked aboutthis a million times on stage on

(22:50):
demand courses to our customersa million times that the
smartest business people in theworld are billionaires that
dropped out.
75% of them dropped out ofcollege or never went.
These are the smartest businessbrains on the planet because of
many things, but one of thereasons is they are obsessed

(23:11):
with self-education.
You are not going to learn truebusiness in school period.
That is why very fewbillionaires, very few like I'm
talking.
When I say multi-millionaires,I'm not talking five million a
year, I'm talking they're making50, 100, 150 million a year.
They are making decisions thatmany of us out here are not they

(23:36):
are using.
You know, an interesting statthat I use a lot is that and I
don't have it in front of me,but I I'm pretty sure this is
exact that 68% of Fortune 1000companies were created during a
recession or a down economy.
68% Because these are peoplethat look at a down economy,

(23:57):
look at a bad economy, arecession, and say how can we
use that as an opportunity, as aunique advantage?
They don't blame the condition.
They say let me use thecondition to kick everyone
else's ass.
Right, and that's whatself-education does.

(24:18):
School does not do that foranybody and I've seen it so
often.
Where you could.
Even we'll start diving intothe data right now.
It's truly incredible when Italk about this data, but people
still go back and do it thesame way and then want to blame

(24:41):
the down economy, price shoppers, competition.
I say air quotes when I say I'duse air quotes when I say
competition because anotherperson selling a similar or the
same product on the surface asyou is not your competition.
The fact you view it as thecompetition is part of your
problem, just to begin with.
But your problem is lack ofself-education, lack of change,

(25:03):
lack of innovation, lack ofinnovation, lack of doing things
inside your doors, a to Z,differently than those people to
separate yourself.
That's your problem.
Hard to hear, but it's the samething.
If you want employees, if youwant to improve your career and
you're frustrated with how muchmoney you're making, you've got
to look in the mirror and say,okay, what is causing me to be

(25:24):
in this position?
And man, so few people can dothat, which is why it gives the
ones who can such a unique,unique opportunity Right now.
As it stands, and some of thestats I'm going to be reading
here are ones that I've used fora while.

(25:44):
Some of them are new.
A couple that I've used now fora while is according to Forbes,
we all see more than 10,000marketing messages on any given
day.
I want you to think about that.
You know, whatever it is thatyou're selling is an example.

(26:06):
In our niche, it could beInvisalign, and you know how do
we get somebody to buyInvisalign over the other five
practices they're calling andshowing up to right it could be.
You're a restaurant, you couldbe stuck in the commoditization
of a hotel industry and you'retrying to figure out how to
build your base and increasesales, whatever it is, it
doesn't matter.
Figure out how to build yourbase and increase sales,

(26:27):
whatever it is, it doesn'tmatter.
Think about that stat and howhard it is to capture people's
attention because of it.
Now I'm going to be talkingabout attention here in just a
second, because getting theirattention is one thing, keeping
it is an entirely differentthing and it's even harder.
Keeping it is an entirelydifferent thing, which is even
and it's even harder.
And this is also why, from apersonal standpoint, if you're

(26:50):
trying to achieve whatever ahealth goal which I'm very big
on, being a a CEO of multiplemultimillion dollar companies,
consultant and speaker for forAlign Technology, makers of
Invisalign, speaker for OrthoPhibeing invited, as you know,

(27:12):
just as I do this podcast lateron, I'm going to be putting the
deck together on on me.
I'm the keynote at theCleveland Orthodontics Society
of Orthodontics in in Clevelandhere this month, a little bit
later on.
So I'm working on that deck,currently still building it out.
That's like an all day event, soand I'm very, very you know
doing this podcast, coming upwith new ideas, and you know
being a father, being a husband,trying to give every customer

(27:36):
we have the attention to makethem feel like they're our only
customer the obsession overcustomer experience, training
other people, and there, andthere's a lot more, the
obsession over customerexperience, training other
people, and there's a lot moreyou don't.
You're not able to do all thoseat a high level without being
health conscious and investingthe money to have your body,

(27:56):
your mind, stay young, yourlooks stay young.
Those are things.
All those things above are areimportant to me, and and more,
and they're important to me, uh,for because that's I want to
look and feel good.
But but they're even moreimportant to me because I know
it's going to help me deliver abetter experience for for all of

(28:17):
you Through the process, though, it's extremely hard to stick
with staying healthy, workingout, eating the right things,
because we're so bombarded.
So, whether it be personally and, like I said, like the more

(28:38):
self-education, the more I takecare of myself, the more I'm,
the better I'm going to beprofessionally for all of you.
Care of myself, the better I'mgoing to be professionally for
all of you.
The more customers we're goingto get, the better retention
we're going to have, the betterrelationships, friendships I'm
going to have, we're going tohave with our customer base, and
those things are extremely,extremely important to me.
It's far more important to meto develop relationships and be

(29:00):
close with you as a customerthan is getting a new one period
.
And that is so hard becausethere's no data that ever, as a
business owner, you're going toget that says, because of the
relationships and the brandyou've created, this is the
return on your investment, right?
This is why it's so hard forpeople to understand it, to
stick with it, I think, on thesurface, to understand it, to

(29:22):
stick with it.
I think on the surface,everybody agrees, but there's
only a minute few that can stickwith it.
And it's even harder todaybecause of this consumer data of
sticking with things, stickingwith your vision, sticking with
your core values, sticking withyour goals, doing the things
that others won't in order toachieve those goals won't,

(29:47):
others won't in order to achievethose goals, and I see it more
and more in today's society.
I have a podcast in the futureabout the most ironic thing,
about your millennial and Gen Zcomplaints.
I'm not going to dive heavilyinto this, but parents are
setting their kids up forfailure as well.
I see it all the time.
Like Kristen and I, we go todinner and we're looking around
at other tables and this is justsomething.
I guess I'm weird, but it'sjust something I pay attention

(30:08):
to.
I pay attention to how you knowwaiters interact with tables.
I pay attention, when I walk ina department store, how people
interact with their, theircustomer or their want to be
customer.
I pay attention to this stuff.
And I also pay attention to theeight tables in the restaurant
that have kids and the kids aresitting there on electronics

(30:29):
frying their brain and theparents, you know they're not
having conversations at thetable.
The kid isn't ordering theirown meal, the kid isn't
interacting with the waiter,they're just stuck in
electronics, or they're juststuck in electronics.
Well, that's one of many thingsI'm gonna be talking about on
that podcast I just describedthat's screwing the kid and

(30:49):
their future, and I see this alot with.
It's really all.
It's all generations, but it'smore the Gen Z is an example of.
It's really, really hard forthem to stick to things.
It's really, really hard forthem to stick to things.
It's really really hard forthem to reach.
And, employees, is a great pointfor all of you.

(31:10):
It's really really hard for youto achieve a goal that's going
to take two years Because, likeI said earlier, the moment a $2,
a raise job comes up, you'reout the door and you go over
somewhere else.
That's not the way to grow yourcareer.
It's not the way to to increaseyour value proposition to to
the business owner.
It's not the way to to end upyears from now looking back and

(31:36):
being really proud of of thethings you did in your career.
How you help the business, howyou help the customer is just
not.
And and business owners thatare in the Gen Z category too,
it's hard for them to stick with.
It's like the second the monthcomes and money's down or
whatever it is.
They crush their vision, theyfire their outsource companies.

(31:58):
They can't stick.
They justify it too.
They find every reason tojustify it and they can't stick
to what could have become in twoyears because of it.
So, and that stat too, the10,000 marketing messages every
day it tells everybody out therethat this is why, yeah, you've

(32:20):
got to do your digital marketingdifferently, but you also have
to lead differently to create abetter culture.
You've got to train your teamuniquely on sales, hospitality,
verbiage, presentationpsychology, which means knowing
what to say, when to say, how tosay, why to say right, using a
presentation skills all of thosethings to create a framing

(32:43):
effect that gets people to drawdifferent conclusions about your
business than other people thatthey perceive that could be the
same right that this could belike why am I going to buy a,
you know, a Mercedes S-Classfrom this Mercedes dealership
compared to the one down thestreet that has the same car
Right?
This is how all of you need tobe thinking all the time.

(33:05):
Right Now, it's not to loweryour price to get me to buy the
S-Class from you.
It's to actually be moreexpensive than the other place.
I could be the s class downthere, I could buy the s class
down the street but have all thenon-car experiences so great

(33:26):
that it builds the value in away that somebody wants to spend
more with you.
And these are hard lessonsbusiness owners out, because so
many of you have just been braintrained into thinking that you
need advertising, you needpay-per-click, you need all this
crap that you don't need andyou'll hear for years, moving

(33:46):
forward, all the skill sets thatI've been talking about and
referencing today.
Your employees need them evenmore in order to convert the
marketing that you're doing, andthat's you know.
Podcast for another time too.
But Jesus, how could you everspend money on advertising out

(34:09):
your doors but be naive enoughto know that your team isn't
trained to convert it?
Like, why does anybody have toconvince you that hourly
employees need to be trained onsales, hospital, all the things
you're hearing me talk abouttoday and for years.
Right, and that's a blind spot.
Going back to the previous,going back to the previous

(34:30):
episode, well, because of all ofthese marketing messages and
we're being bombarded accordingto Microsoft, our attention span
is now one second less than agoldfish.
I want you to think about thatfor a second.
It's almost embarrassing for meto say, like I've talked about
these stats before in thisepisode, it's one second less

(34:53):
than a goldfish.
Yet, orthos, out there, youknow you're trying to do a one
hour long consultation, right?
You're taking analog basedphotos, 2d x-rays.
You're doing nothing unique toengage them and I see it time
and time again, going intopractices and watching.
Is that 20 minutes in thepeople are looking at their

(35:15):
watch.
They're already disengaged ofpractices and watching.
Is that 20 minutes in there?
The people are looking at theirwatch.
They're already disengaged,like.
I look for those body signalsand those clues that people are
giving the hour consult is overeverybody.
It's over and and and.
For those of you that have anychance of having success with it
, you may be somebody go, we'rehaving success.
What does that even mean?
Like, what does that even mean?
Meaning that?
Does that mean that you'retaking home what you want and

(35:37):
that your conversion you'rehappy with?
Right?
If that, if that's the case,it's one of those things that
you don't know what you don'tknow.
Meaning that if you changed anddid it differently, then maybe
you're taken home twice as muchand your conversion bumps 10%,
right, but because you're happy,you're reactive and you wait
until you're not happy to doanything and part of this

(35:58):
consumer data goes into becauseour attention span absolutely
sucks.
It's very, very, very hard forus to focus on the controllables
.
I have a podcast coming it'sthe four psychological stages of
focus that really dives intothat and it's one of my favorite
topics to coach, to talk abouton stage.
Whatever it may be.

(36:19):
It's one of my favorite topicsbecause the businesses and the
individuals you know in lifethat can obsess over the
controllables and make sure thatthose are constantly getting
better, those are the ones thatare constantly overcoming the
things that they can't controlthe down economy, the slow
metabolism.

(36:40):
You know, bad parentalupbringing is an example, you
know.
Really, I was talking aboutthese.
Obviously I can't give all theexamples.
Right, you grew up in poverty.
You know.
Your dad was a scumbag, youwere molested, whatever the hell
.
It is right.
Those are things that arecompletely uncontrollable, is
right, those are things that arecompletely uncontrollable.

(37:00):
And if you use those reasons asthe reasons you're failing,
then it totally throws out allthe other people that are stuck
in those same conditions thatare kicking ass.
You know, I've seen it foryears.
It's like the kid that grew upwealthy then grows up and now
he's in a rehab center andmeanwhile the kid that grew up
in poverty had nothing.
Dad beat the crap out of him,right, couldn't go to school.
Right, is the multimillionaire,that's one of the most

(37:23):
influential people in the world.
Like.
These stories are all over theplace.
And, yeah, is it harder toovercome that stuff?
Of course it is.
But the reality is is thedecisions you are going to make,
and those decisions very much,amongst other things, are very

(37:43):
much centered around what youcan control.
Guys, a goldfish is smarterthan us.
Now, right, it's unbelievable.
Some of this data, according tomany sources eMarketer and
others Gen Z loses activeattention span in just 1.3

(38:07):
seconds.
I want you to think about thatfor a second right, that is.
This is what I'm talking aboutis it's extremely hard to get
anybody's attention.
It's extremely hard to standout.
It's harder than ever before.
But then, once you do, andsomeone's like, hey, I'm going
to click on that ad, right, orI'm going to pick up the phone
and call you, or I'm going towalk through your door, right,
maybe all the above right?
Maybe they clicked the ad, wentto the website, got converted,

(38:29):
called you scheduled, came in.
Whatever it is, you have 1.3seconds for them to decide.
I'm going to continue with thisprocess.
This is why all of you out there, like there are still companies
teaching to be on the newpatient phone calls an example,
for like 20 minutes, and there'sstill some of you out there

(38:49):
that are paying for this advice,like I see company after
company that hire, practiceafter practice, business after
business, that hire a newpatient group, we go in and
they've had one of theseoutdated consultants that teach
it the same way today as theydid 20 years ago.
Meanwhile, we've changed ourcoaching every year for 13 years
.
Why?
Because the consumer changes.

(39:10):
We don't put our bias intoanything that we teach.
We look at data and if the datasays Gen Z has an active

(39:30):
attention span of 1.3 seconds,we know that.
Your skill sets when you're onthe phone, your skill sets when
you produce content on YouTube,hospitality, communication, all
those things that we teach,standpoint, all of those things
have to be different, unique,better, et cetera.
If you have any chancewhatsoever and you may say again
well, I'm happy with where I'mat, again, I will say what does
that even mean?
Right, like waiting untilyou're not happy is not the way

(39:53):
to do it, and that is so muchwhat so many of you do.
And you could go back to theprevious episode.
I would describe that as ablind spot, and that is a blind
spot for most people because ofhow reactive we are.
Our marriage goes to hell.
We seek counseling you guyshave heard me talk about this a
million times.
We get fat.
We go and try to lose weight.
We lose money.
We try to make money right,like we get fired.

(40:15):
We try to go get a job insteadof, you know, gaining the skill
sets and self-educating andtraining hard and then you never
would have been fired to beginwith.
Like, the list goes on and onand on.
But so many of you out thereyou're still running your
processes as if these statsdidn't exist.

(40:36):
It's mind-boggling also, whenyou hear these stats, that so
many of you won't go back.
Over 90% of people surveyed saidthey would spend more with a
business if they were convenient.
Right, I mean, we do this allthe time.
Buying on Amazon Right, I mean,we do this all the time.
Buying on Amazon or whatever itis.

(40:58):
Why do we buy there?
It's not because Amazon hasproducts you can't find in other
places.
It's not because you know theirwebsite's better.
It's not because you knowwhatever it is.
It's not because of anythingoutside of its convenience.

(41:18):
We spend more for products andyou should look at this.
Oftentimes products on Amazonare more expensive than if you
bought them from you know,directly from the company or
from another website.
And why do we do it?
Convenience.
You buy, you know.
You add it to your cart, youbuy it.
It's at your doorstep the nextday If you want to return it
because you don't like it.
The return process is insanelysimple and so many of you out

(41:41):
there make it an absolutenightmare for people to return
stuff and you're sitting theregoing oh on paper.
If we make it harder, peoplewon't return as much, so
therefore we make money.
Meanwhile, you destroy therelationship, destroy your brand
, right.
You destroy repeat buying.
You destroy referrals, right.
You destroy all the things youcan't put your finger on.

(42:02):
And it's just mind boggling tome how people can't look at an
Amazon and go.
How can we mimic that?
How can we provide the consumereasy information in a cool,
fully digital way and have usgive our product back right, if

(42:23):
they don't like it or however?
It relates to your process,like the new patient virtual
consult.
It is insane.
Everybody, listen to me.
Virtual consults are not badpatients.
It shouldn't be some redheadedstepchild that oh well, if
they're this age, we'll movethem into the virtual, or if
they're not serious, we'll movethem into the virtual Like this

(42:45):
is why the virtual doesn't workand so many of you look at it as
a lower level appointment when,if you run it right and you
know the things that youabsolutely have to do Now, you
may be somebody out there whosays, ah, the virtual doesn't
work, we've tried it a thousandtimes, it's because your
processes don't work, it's you.
It's not that the virtuals don'twork, they do.

(43:06):
Matter of fact, several of ourpractices right now are
converting higher on the virtualthan they are the in-person.
Why?
Because of all the data.
I just read you the marketingmessages, the attention span, et
cetera.
Look at the data and let thedata drive the decisions for you

(43:28):
.
If you know that the data issaying that we're bombarded with
information, have a shittyattention span and you're
somebody that's trying to loseweight right, going in, you have
to do things differently,period.
You've got to do it differently.
You can't, you know, whateverit be A Garmin watch, which I
just got one.

(43:48):
I'm wearing it.
I'll show you YouTube followershow you're doing.
Right, like, I got this.
It's the Phoenix 8 and it's thephoenix eight and it's
expensive, right, I got it why?
Well, I got it because of aninvestment in my health, but it
also has accountability toolsand I love the accountability
tools.
Like, there's several thingsthat it does that will report

(44:12):
back.
Hey, you're slacking, dude, yousuck man like get your you know
what together man.
Like it's on your wrist all thetime Like I have the
notifications turned off becauseI don't want to be text.
I don't want my wrist to go offwith a text all the time or be
linked to my phone Anything todo with it.
What I do want is anaccountability tool that follows
me around all day, and that'swhy I got it, because I know,

(44:35):
just like all of you, thisconsumer data is real and I'm
one of them.
My attention span, how much I'mbombarded with information.
I fall into those and don't kidyourself that you don't.
Don't kid yourself that youdon't.
If you want to grow your career, it's never been harder.
Like I said, it's never beenharder to go.

(44:56):
You know what you want.
To grow your career, it's neverbeen harder.
Like I said, it's never beenharder to go.
You know what my goal is in 12months to gain three skill sets
that I don't have today.
Right, I can be better at sales.
I can be better in hospitality.
I could understand consumerpsychology better.
So I know what to say, when, tosay how to say why.
To say, right, I can go theextra mile, I can show up early
and stay late and ask nothingfor it.

(45:17):
Right, I'm going to add so muchvalue to this business that
when I go and ask for a raise,right, I might be able to get a
dollar today, but in 12 months Imay get $5 more an hour.
Today, right, or in a year, bydoing those things.
That mindset is so hard Becauseof this consumer data and

(45:38):
obviously I'm not readingeverything today.
It's going to be a three daypodcast, but this stuff, guys,
is real and it's why we're here.
It's why we're the trustedvoice in the new economy.
Right, the content we producein our niche Outside of it is
unmatched.
Everything you learn isstatistical fact and how to make

(46:04):
decisions around it.
Videos, I mean.
Think of the video world thatwe live in.
It's insane.
I mean the stats 51% of Gen Zwomen find information via video
search on TikTok.
Right, Okay, you take that data.

(46:25):
Go look at your business andwhat organic content are you
producing that goes outregularly on TikTok?
Who are you using that hasexpertise to teach you what
content to shoot to put onTikTok?
How do you know when to do it.
How do you build the following,how do you create content that
just doesn't make somebody smilebut also converts them closer

(46:48):
to your brand, to purchasingpart of your brand, your product
service?
Now, these are things that ourdigital marketing team with new
patient group you know they'reexperts in.
This is why and it cracks me upthis is, you know, like, with
smile direct club, talking toour niche right now, with smile
direct club, so many of youwould complain about them and

(47:10):
and I would kind of chuckle tobe like I think they're a good
thing for all of you why, well,they're going to dump millions
into advertising to bringawareness to people, right, yeah
, people may go and get theirteeth jacked up and but guess
what's happening?
They're coming to your officeafter to get them fixed and they
never would have come to youroffice period if it wasn't for

(47:32):
Smile Direct Club, like I lookat well, so many.
It's a perfect example.
So many of you would look atSmile Direct Club Like I look at
well, so many.
It's a perfect example.
So many of you would look atSmile Direct Club as a
competitor, as somebody that'sruining the industry, as the
list goes on and on and on, andyou would spend so much of your
time focused on that.
It would change your state,change your mood.
It would suck your energy dry.
When I looked at it and I saidthis is great, just let it play

(47:57):
out.
They're never going to last.
Just let it play out.
Let them do the advertising foryou and those people are going
to be turned into your customersand they never probably would
have been without SDC.
Right, you see how?
And we taught our customers.
Let's put out content aroundthis, right, we're not going to
call out people, but we're goingto talk about hey look, if your
teeth have been ruined, right,the importance of choosing an

(48:18):
orthodontist.
Right, a specialist to moveyour teeth, right, all these
things.
Let's get it out there, getawareness out there.
Let's code it around the smiledirect club search terms.
Right, and and and let's usethe content to open up people's
mind and and use it to kickeveryone's butt.
And this is the same type thingthat's happening to us in the

(48:39):
digital marketing side of ourbusiness with New Patient Group
is, people are using all thesebig names that spend all this
money at AAO and, as I do thispodcast.
Aao is right around the cornerand you'll spend all this money
advertising all this stuff andpeople go and use them.
And guess what they do?
They leave them and come to us.

(49:00):
The company that's notadvertising, the company that
spends its money on itscustomers, the company that
spends its money onself-education, the company that
spends its money onself-improvement, a constant
focus on getting better,revamping the program the list
goes on and on, and on and on,and it's a perfect example,

(49:20):
right?
I look at all of them.
None of them are ourcompetition period.
They're all people that aregetting the word out for us
without even knowing they'redoing it and I love it.
And then people leave.
They come to us.
We rarely ever lose them, right, and this is how so many of you
need to look at this stuff,like use things as opportunities

(49:41):
to to advance your career, getpromoted, make more money right
Get, get more out of yourrelationship with your spouse,
grow your business.
There's so many things thatpeople complain about when, if
you don't and you use those samethings to your advantage by
making different decisions,having a different mindset
around it, you will be blownaway at the transformation you

(50:03):
have in your life, career andbusiness.
Tiktok's the same way, right,you get so big.
Oh, social media is stupid,right?
Well, you know what a lot of itis stupid, a lot of it.
But guess what, you can stilluse it to your advantage, right?
Like we're all over it.
Do I think it's stupid?

(50:23):
Yeah, you know, I mean, I, Idon't think a lot of you know we
don't do a lot of content thatI, you know.
It's more content that is goingto help you, right, it's not
more, it's not goofy.
That type of content is astupid.
I don't know, but I just knowwhat the stats are saying.
So it doesn't matter.
Like, if you're somebody outthere, you're like, ah, it's
stupid.
Who cares?
Like, who gives a damn what youthink?

(50:44):
Like, sorry that that'sprobably pretty straightforward,
but it's true.
Like it doesn't matter how youfeel, it doesn't matter what you
want.
It matters what the data says.
It matters what the consumerdata is.
It's your job as a visionary tothen use that data to your
advantage or go around with yourgroups of people complaining

(51:07):
about it and using it as areason that you're not kicking
everyone's ass.
It really is that simple.
According to multiple sources,video is now.
One minute of video is nowworth 1.8 million words.
I want you to think about that.
One minute of video is worthmore than 1.8 million words.

(51:29):
One of many reasons.
One of the reasons that's thecase is that viewers will retain
95% of a video's information,as opposed to only 10% via text
when you're talking to them inperson, et cetera.
And you look at that and yousay to yourself or at least I do

(51:49):
like, okay, how many things canwe turn into video that we
otherwise would have to tellsomebody?
Right?
It's like the airplanes wherethe flight attendants still have
to do all their hand signalsabout putting on the seatbelt
and the exits and everythingrepeating themselves.
Nobody's listening, as opposedto the airplanes that have a
video right, the screen thatfolds down from the ceiling or

(52:12):
in the back of your seat.
That explains the whole thingright and it makes you more
efficient.
And this is where you you knowour existing customer experience
, existing patient experiencefor our niche, like after
they've signed the contract, ismore impactful than trying that
then our program to try to getthem to sign the contract and to

(52:33):
begin with, the difference isthat you can't necessarily see
the data improvement on paper.
Right, it's easy.
If you're converting at 60, wecome in and we get you to 75.
As an example.
Right, that's an easy, oh, it'sworking.
Right, enhancing your brand andhow your people communicate

(52:54):
with your customer, with yourpatient, you know, around around
compliance.
That's a hard return oninvestment to put your finger on
.
But every single minute of everysingle day, your team members
are communicating with yourpatients, your customers, and
they don't get trained on theskill sets on how to do it like

(53:16):
your clinical assistants.
That is not a clinical jobdescription.
Right, every time they opentheir mouth that you know how
they discuss the ClinChex chairside.
Use the iTero to build valuechair side.
Right, have conversations withparents.
Right, I've told you guys thisstory before.
I was in a practice a long timeago.
Girl was uncomfortable, she wascrying, and what'd the practice

(53:36):
do?
Ah, she's just a wimp.
That's what they're talkingabout back there, rather than
going to their parents andsaying you know, thank you for
being a patient.
Right, she's a littleuncomfortable, we're so sorry.
Can we do something for you?
Right, even if it's true andthe patient's a pain in the ass
or the customer is, we all havepain in the asses as customers.
Right, we can either chooseinternally to call them a pain

(53:58):
in the ass or go guess what,right, maybe they're a pain in
the butt, but it's our job toexceed expectations and make
them happy, and you're not goingto do that if you're blaming
them, just like you're not goingto do that and grow your
business if you're blaming theeconomy, just like you're not
going to grow your business whenyou're blaming competition,
competition.
The list goes on and on and onon how all of this relates

(54:19):
personally, professionally,career life, business, whatever.
All of you should be turningyour delivery appointments,
whether you're deliveringInvisalign, something else,
whatever it is, turn that into avideo.
Your assistants when they'retalking about taking in and out
of clean, and all of our all ofour people listening to this

(54:41):
podcast that aren't in our niche.
Think about this like.
One of the cool things aboutthis podcast that you will learn
is how we teach orthodonticpractices, dental practices,
plastic surgery, like our trueniches in orthodontics.
And then we have also dentists,plastic surgeons, ped, pedo,
perio, optometry right, becausethey're all a commodity you can

(55:03):
buy from you, google them, andwhatever you put in dentists,
you put in orthodontists, youput in Invisalign, whatever it
is, there's going to be 20options within 20 minutes of
your house or where you work.
So they're a commodity.
So therefore, the things thatare going to make them
successful are no different thanwhat's going to make a hotel
successful, a restaurant that'scommoditized, successful, et

(55:27):
cetera.
It's going to be cool for allof you to realize how do we get
practices to get you to buy fromthem at a higher dollar than
you going somewhere else?
And and, and, and.
You'll understand if you're abusiness owner as I talk about
these principles to our niche.
You will understand, if youhave any imagination whatsoever,
how you need to do it in yourbusiness to get people to buy

(55:47):
from you at a higher dollar.
It's the same way in arestaurant, great food will not
justify a higher price on yourmenu.
Being a great orthodontist willnot justify having a higher
price on your menu compared tothe other restaurants, compared
to the other orthos, right?
That is one part of it, a veryimportant part, right?
You can't have McDonald's foodand charge, you know, $100 for a

(56:11):
steak, right?
Not going to work.
Same way, you can't be theworst orthodontist in the
country and charge $10,000 forInvisalign.
You get the point.
So it's an important part of it, but it is not the biggest part
of it.
The biggest part is the otherintangibles, as proven by 91% of
people surveyed by HarrisInteractive in their most recent

(56:33):
study shows that people willchoose and or remain with a
business because of theexperience over whether or not
the company is any good at whatthey do.
I talk about this stat a lot.
It used to be 88%, it'sactually gone up 3%.
I talk about this stat a lotbecause what we teach for a
living is experience.
That's not you being nice, bythe way, it drives me nuts.

(56:56):
Well, we don't need it.
Janice is nice.
No, it's not what it is.
That's not what experience is.
That's not what hospitality is.
It's not what customer serviceis.
All three of those are somethingdifferent, by the way.
Don't lump them into the samecategory.
It goes so far beyond that.
There's thousands ofingredients.
But you look at that stat andwhat do most of you obsess over?
You obsess over CE to be abetter clinician, right?

(57:20):
You obsess over CE to be abetter chef.
You obsess over your product oryour service, but you don't
obsess the same, or more, overall the things that will
determine how much of it yousell and how high of a dollar
you sell it for.
You don't obsess over thosethings.
If you did as well as the CE ofbeing the best chef in town, et

(57:41):
cetera, that's how you chargemore, because the experience,
the things people can relate to,they don't know a good dentist
from a bad.
They do know if you hurt them.
But if you didn't hurt them youcould have put a crappy crown
in their mouth and they're notgoing to know.
This is why the better businesswill defeat the better
clinician mouth and they're notgoing to know.
This is why the better businesswill defeat the better

(58:02):
clinician right.
They can't tell an averageorthodontist from a subpar
average.
You know subpar orthodontistfrom a great one.
They can't tell.
You can in the industry, right,and you get confused, thinking
that the consumer sees value init, when, if your team doesn't
know how to sell it, they won't.
This is why and this is truefor any business how your menu

(58:22):
looks at your restaurant, howyour waiters speak, how they're
greeted, how the phone call went, the ease of reservations, what
happens between reservation andwhen they show up, all of these
intangibles.
Does the manager come to thetable, shake the hand?
Is there a virtual tour throughthe kitchen?
How's your wine cellar?
Look, there's so many thingsthat go into.

(58:43):
Okay, now we're the mostexpensive in town, and those are
the same intangibles that willdetermine whether or not you
ever get a Michelin star rating.
That's the other mistake aswell.
Why do they have a Michelinstar?
Well, they have the best foodin town.
No, that's not why they havethe Michelin star.
Right, they have the Michelinstar because they're the best
food in town, but they also allthe other intangibles that I'm

(59:03):
talking about are also betterthan any other people business
you could walk into, whetherit's a restaurant, hotel, your
practice, whatever it may be.
I mean, these lessons, guys, areso invaluable and so and this
is of many reasons, like I wassaying in the beginning, there's
been so many conversations thatI've had with people outside
our nets over the years thathave helped them tremendously,

(59:25):
and it's why we've had, you know, the restaurant example, like
the one in Charlotte that Italked about, is listen to the
new patient group podcast, andyou have to be forward thinking
to see a podcast named newpatient group to go.
Okay, that can help.
That can help me as anentrepreneur, right, even though
all this stuff does just likeI'm talking about today, kicking
off the Brian Wright Show firstepisode.
I mean, it's so true, everybodyand you know it right, but

(59:49):
because of the consumer data,will you execute it?
Do you have the attention span,the discipline right?
Which is why a lot of peoplehire us to hold them accountable
.
Teach them the discipline, berepetitive with them and they'll
practice their business.
It's hard and it's harder thanit ever has been before.

(01:00:09):
I mean Google or, excuse me,youtube is the second largest
search engine to Google.
If you go visit next timeyou're going to a restaurant and
you look online, go to theirYouTube station.
It's not going to have anythingon it.
This stuff drives me nuts.
Like you make a, this is thesame way with most of your
practices out there.
I just did a national webinarabout this yesterday.
Like most of your practices outthere, somebody makes an

(01:00:31):
appointment.
What happens between the timethey schedule with your
receptionist and the time theyshow up to their reservation,
their appointment?
Same thing for restaurants outthere.
Same thing for all of you, likefrom appointment time to when
they're supposed to show up?
That pre-arrival right?
It sucks, it's the same thingas everybody else.
And then you wonder why theyno-show you or they cancel?

(01:00:54):
Right, like automated textreminders Like who does that?
Raise your hand out there,right?
Okay, well, there's nothingwrong with it.
But the problem is is the datashows in our niche that people
are calling five or morepractices before deciding which
to schedule with, going in threeor more practices before
deciding which to buy with, andyet you're doing automated text

(01:01:14):
reminders just like the otherpractices.
It doesn't help.
They tune it out.
They don't even know who thehell the automated text
reminder's coming from?
Right, but as you go back to thevideo data, right?
So how do we create a beautifulwelcome video of the chef and
you know, introducing himself orherself and taking you through
a virtual tour of the kitchen,discussing where you source the

(01:01:35):
food and the culinary skills andwhat makes the restaurant
unique?
Right, and the culture of therestaurant?
Maybe the owner of therestaurant it's not the chef.
Maybe he or she's on there too,right, and maybe that's sent
out right after you make yourreservation online or by calling
, and every time you click on it, you're driven back to their
digital presence where you cansee other videos, which in turn

(01:01:58):
builds up your Google searchrankings, because the two are
very intertwined right.
These are the things that, ifyou use the consumer data, the
video is how you engage them,it's how you stand out, it's how
to capture their attention,it's how to keep their attention
.
This is how you can reduce andso many businesses out this is
especially true in our niche,but many of you out there can

(01:02:20):
relate to this too, if you wouldjust focus on.
But again, the reason why youdon't focus on what I'm about to
say is you blame the, the, theconsumer, the patient, the
customer, the, whatever for noshowing you right and you go
talk to your buddies about ah,they're just price shoppers,
they're not serious.
Meanwhile, they're priceshoppers because you don't have

(01:02:40):
the ability to sell them on yourvalue proposition, because
you're not seeking the trainingfrom experts on how to do it.
You're doing the same things asthe other three.
You are causing the no-show.
And if you would just look atthe consumer data and go okay,
how can we be innovative andthink in terms of experience,

(01:03:00):
how can we deliver that to getpeople to show up at a higher
level?
For many of you out there, likeI said, especially in our niche
and orthodentistry, et cetera,your ticket items are so high
that if you can reduce your newpatient, a lot of you should do
this right now.
Go find out how many newpatients you had in 2024 and say
, okay, if 30% of those showedup and we're converting at 70%

(01:03:22):
at an average case, via 6,000,boom, that's how much money we
would have made extra in 2024.
These are exercises you shouldbe doing with yourself.
That's one example of many allthe time.
All the time and infinite mindedteaching here.
Right, and I love the infiniteversus finite mindset.
I've been teaching it aroundthe world for many, many years

(01:03:43):
and I haven't done a podcastspecifically about it.
It's coming the infinite mindedperson.
So the finite minded personwould stop right where I just
said okay, let's say you didthat exercise and let's say you
lost 250,000, right, that'swhere they would stop.
Okay, the infinite mindedperson would realize the true
loss wasn't the 250,000.

(01:04:05):
It was the brothers, thesisters, the friends and all the
other referral stream thatwould have come from starting
those patients.
It's those ones you lost thatadd up to millions, right?
Those are the infinite-mindedthinkers, the ones that
understand.
You have to think beyond paper.
You've got to understand thatmost data on paper is a liar,

(01:04:28):
right, If you see the referralsthat you got from your customers
last year as an example, thatteaches you something, but what
it doesn't teach you is the trueloss.
The true loss is how manypeople weren't asked for
referrals properly by your teambecause they're not trained on
sales, hospitality, et cetera,et cetera, et cetera, et cetera
down the line.
Same with your Google reviews.

(01:04:50):
Right, let's say you got 50last year and you're happy with
that.
I would say, how many would youhave got if you trained your
freaking waiters how to askevery table?
When's the last time you wentto a restaurant and that
happened?
It never happens, right?
Why?
Well, they don't think in termsof experience.
They don't think in terms ofthis.
They're so worried aboutadvertising that if they would
have just reinvested the moneyto the waiters, they wouldn't

(01:05:12):
have to advertise.
Same with so many of you in ourniche and your practices out
there.
Right, if you would just getyour team trained consistently
and repetitively on sales andall these skillsets that I talk
about, you're gonna be gettingso many more five-star reviews,
without worrying aboutautomations and tech, that you
gotta pay companies for.
You gotta train people, and yougotta train people in a

(01:05:35):
specific way because of theattention span, like what are
the chances of somebody thatloses active attention span in
1.3 seconds?
What are the chances of youasking them in a way that
engages them but then, in turn,gets them to go do it when they
leave?
Right, because life gets in theway?
Like there's specific ways todo it, there's specific ways not
to do it, just like the virtualconsult, all the other things.

(01:05:59):
96% of business owners say thatit's never been harder to keep
great people right.
It's hard to find anybodyanymore, but keep great people
and it's one of the reasons it'shard to find is that we live in
socialism and don't even knowit right.
The tax rate in California isthe same as it is in Germany.
I know this because we have ababysitter who is from germany

(01:06:22):
and they're about to leavecolorado springs and move to
california.
Her husband is on aprofessional soccer team in
denver and they've got he gottraded or whatever it is, and
they've got to move tocalifornia.
The soon you add up all thetaxes sales tax, food tax, gas
tax, uh, which is the only taxesthe government should get.
If they managed it right, theywouldn't need anything else, but

(01:06:44):
they piss it down the toilet.
So then you've got state tax,income tax.
I mean there's taxes foreverything, right?
I mean there's even cow farttax, and that's not a joke.
That's another crazy tax thathas been put on farmers.
Like we live in socialism anddon't even know it and part of
the socialism.
You'll see it.
In any socialistic countriesthe work ethic sucks.

(01:07:06):
It sucks the greatness out ofpeople because you have the rich
and you have the poor.
There is no middle class.
There can't be because of thetax rates and because we live in
socialism.
This is why it's so hard toteach somebody.
You've got to earn it If youwant to get a promotion at work.

(01:07:28):
You know just being there for ayear is not going to get you a
promotion or a pay raise right,you've actually got to put
effort into it, sacrifice.
You've got to hold yourselfaccountable, be dedicated, do
the things others won't do right.
These are the things thatcreate greatness.
These are the things that findyour given talents right and and
make you somebody that isspecial out in society and
produces a wonderful return forsociety and makes and helps

(01:07:50):
other people right, like in myworld.
The more people I help, themore I make, the more money I
make, right, it's a great tradebecause I I love to help people,
right.
But so many of you out therehave the pathetic mindset of,
well, if you make this, you'vegot to be penalized for it, as
if it's helping anybody.
It doesn't help anybody If mytax rate goes up, it's not going

(01:08:11):
to help you, it's not going tohelp your kids, it's not going
to help anybody, but it's beenproven.
It's just going to make thepoliticians richer.
It is what it is.
That's the world we live in.
So that's why it's so damn hardto find people and keep people,
especially the good ones.
And this is I have the fourparenting types of business

(01:08:32):
coming up at some time and howit affects your employee and
customer patient compliance, andthat's a great one.
It's very dear to my heartbecause there's so many.
There's so many things going onin society and business that
I'm going to bring home intothat podcast.
I can't wait to do it.
That's a podcast that maybe Icould go on for three hours.

(01:09:05):
Boyd Whitlock, you'll appreciatethis because we talked about it
where you know the length ofour podcast.
So if you look at the data, theones that have the highest
download rate and are listenedto the longest are the longest
podcasts, the ones that areshorter, not as long, and I've
talked to everybody about thisall the time.
Same thing with your YouTubevideos not as long, and I've
talked to everybody about thisall the time.
Same thing with your YouTubevideos, your online content.
The misconception is they'vegot to be short, quick and fast.
It's not true, right?

(01:09:27):
They've got to engage, right,you could.
You know the Huberman podcast.
If you haven't listened to it,check it out.
It's a great self-learningpodcast.
He has thousands upon thousandsof followers, big name.
His podcasts take forever and,to be honest with you, the
information is great, but he'snot the most engaging show host
there is out there, but thecontent is engaging.

(01:09:49):
You could see so many podcastsout there that have insane
followings that are very, verylong, and I've noticed on our
podcast, the shorter and shorterI go, the downloads there's not
as many downloads.
And Boyd, you and I, dr Whitlock, for those who don't know, he's
an orthodontist and longtimecustomer with us we had this
conversation, you know, one dayabout hey, can you make the

(01:10:11):
podcast shorter?
And you know we think thatthere's some people that I've
referred to that.
You know they said the podcastsare too long.
I said absolutely, and you knowwe started doing it, and I
actually noticed for a whilethat we had some of our
listeners leave, Like they likethe storytelling, they like the
longer.
You know it keeps them workingout.

(01:10:32):
They're listening on thetreadmill, they're driving long
journeys back and forth to work,whatever it may be, and kind of
what I said to myself is islook and this is for any of you
out there wanting to start apodcast or a YouTube station,
and you're scared to do it thereality is is, if you suck, you
suck, and the sooner you findout you suck, the better.
Right, if you're great, you'regreat, and the sooner you find

(01:10:52):
out that, the better, orsomewhere in between, and I have
found that, if I just do it theway I am, you know, talking
about the why and thestorytelling and I bring it home
to a point all the time, andseveral points on many podcasts
is that the vast majority ofpeople that are attracted to
this podcast, that's what theywant, and the format moving

(01:11:15):
forward, though, is is going tobe combination of long, is going
to be a combination of longones, is going to be a
combination of shorter ones andtry to blend them both in, but
in the end, you can't makeeverybody happy, but you
certainly try keeping peopleengaged for the same reasons.

(01:11:36):
I'm talking about, right, allthe consumer data.
You could look at that and gowell, I got to be quick.
Or you can look at that and yougo, I've got to be engaging and
that's it.
You can be engaging and quick.
Right, there is a such thing,right.
But this is like for all of youin your exam room.
Like if you're using analogbased photos with a camera that

(01:11:57):
looks like it came out of the80s and you're not succeeding
the way you want, it's becauseof you.
Use the freaking iTero machine.
It's the greatest sales toolthrough experience on the planet
.
If you understand all thefundamentals and the tools and
how to use it.
You should be having it on yourdigital marketing.
You should be having yourreceptionist edify it.
You should use it as a reasonpeople show up.
You should use it as a reasonpeople buy.

(01:12:18):
Right, but we're still so stuckin our ways and it just is.
It's crazy, everybody it'scrazy.
But anyway, that was a littlerant on the four parenting types
of business that's coming up.
Guys, the consumer data is real.
If you would just look at itand use it to dictate your

(01:12:43):
decision making, remove thepersonal bias how you feel about
something, no matter how hardit is.
I tell myself this all the timeto remember what I coach all of
you on.
Like I and I've used this as anexample like I'm not a person
that would choose the virtualconsole in your practice, I

(01:13:03):
would want to come in right.
This is why it's important tohave two different experiences,
like we teach can't have one.
You've got to refine twodifferent experiences dual,
close, identify both, dual,close it and let the consumer
tell you what experience theywant.
But but I don't have biasagainst the virtual and it's
something we teach.
We teach it in an amazing,amazing way because we don't let

(01:13:25):
something, how I feel, get inthe way of the innovation.
So many of you out there hirepeople that are teaching it how
they feel.
It's why there's stillconsultants that teach you to
stay in the new patient, callfor 20 minutes and ask a
thousand questions.
Then you send them a bunch ofpaperwork that asks the same
damn questions and you wonderwhy they don't want to fill it
out.
That's not hospitality, that'snot being a people first

(01:13:45):
business.
It's just ridiculous.
Like you're making your frontdesk make confirmation calls to
new patients when your TC couldjust send out a personal welcome
video 48 hours before and wowthem.
Because, guess what?
My other three opinions aremaking confirmation calls and
guess what, while you're makingthose confirmation calls, you're
missing new patient calls andit's another leaky hole that you

(01:14:05):
don't know about.
That's certainly a podcast foranother time.
Because every business outthere it's the biggest leaky
hole in the planet for smallbusinesses is the phones period.
End of story.
The problem is and the reasonwhy when you call plumbers,
accountantsologists, dentists,orthodontists list goes on and
on the reason why they all suckfrom an edification and
hospitality and sales and allstandpoint is because they don't

(01:14:28):
train them on it and the otherand the other way.
We've all called all of thoseplaces and and nobody and people
don't answer the phones like I.
I can't tell you how many timesI've called a place wanting to
buy something and they didn'tanswer and I called and bought
from somewhere else.
All of you have been in thatshoes and it's happened to your
small business every single day.
But again, going back to.

(01:14:49):
It's the data you can't putyour finger on, so you're just
not worried about it.
Right?
You're spending 5,000 a monthon pay-per-click.
Meanwhile you're missing threeto five new patient calls a
month.
Like, we've got the data with myother company, rightchat, if
you're a 30 a month new patienta month practice 30 new patients
a month you're missing three tofive calls on average.
Right, that means if you usedRightChat, we could answer,

(01:15:11):
speak as your employee, remoteinto your software and schedule
an additional three to five newpatients starting right away for
you immediately.
Right, that's going to producea better return than any
advertising you're going to doand at a cheaper rate.
And it just drives me nuts.
But again, the consumer data,like, if you miss a call,
they're not calling you back.
Right, you may be lucky, theymay leave a voicemail, but

(01:15:33):
that's a horrible representation.
You know, just again off datastuff is that it's just bad
brand representation.
You don't want to berepresented that way.
You want to be represented in aunique way.
When somebody calls you andmissing a call, even if you get
lucky and they end up startingwith you, it's still a crappy
experience and I'm telling youright now we've got the data,

(01:15:53):
like 99% of customers this goesfor any business are not going
to call you back.
You've got to answer yourphones and if you do, you'll add
customers to your businessright away, without advertising.
And it's the consumer dataeverybody.
It's what this episode obviouslywas about.

(01:16:13):
It's what we're about, andusing it to make decisions,
using it to guide your decisionmaking right, help you navigate
through this new economy and Idon't want to say win it,
because again, there's no finishline.
Like what the hell does thateven mean?
You know it's like well, I'mthe number one sales guy in my
company, so what Like is thatfor the quarter?

(01:16:34):
Right, that doesn't meananything.
It means that you're aheadright now, and I can tell you
that a lot of people that jumpout early fall behind late.
Right, it's like baseball.
Right, it's a marathon, not asprint.
Like you go one month and yourteam's not doing well and the
fans are like, oh my God, theseason's over.
Meanwhile, anybody that's beenin professional baseball and

(01:16:55):
many of you know I was an umpirefor three years in professional
baseball and many of you know Iwas an umpire for three years
in professional baseball anybodyat any level or any job
description in the game knowsthat standings and stats don't
matter until after the All-Starbreak.
And in life it's kind of thesame thing.
It's like you're ahead now butguess what?
This crazy maze of a journeywe're all in.
You may be getting your butthanded to you in two years and

(01:17:18):
you have to remember that that.
That's why you've always got tobe making the moves today.
Whether you're in trouble,whether you're doing great,
whether you're in between,you've constantly got to be
making the moves to make sureyou stay there.
And damn, that is so hard thatthat proactive, that proactive
mindset is is so difficult.
It's so difficult.

(01:17:39):
But everybody, if you simplyremove the bias and make
decision-making around customerexperiences rather than data and
you make your decisions aroundhow to use that customer
experience in a way that thedata around the consumer is
telling you, you're going tocrush everybody.
All right, I hope you enjoyedthe very first episode of the

(01:18:00):
Brian Wright Show.
I think this is about episode.
I think I said at the beginningthis is episode about 124
overall.
So, as always, everybody,please subscribe.
We have a brand new BrianWright YouTube station.
Please subscribe to that.
I'll put the link if you'rewatching this on the new patient
group station or somewhere else.
I'll link up all the YouTubestations.
Please go there and subscribe.

(01:18:20):
We're trying to build up thisorganic following on a brand new
YouTube station of the BrianWright Show.
We've got a brand new BrianWright Show Instagram, all right
, so I'll put that link in thepodcast description below as
well.
We also have a brand newwebsite and it's
thebrianwrightshowcom.
I actually think it's bwshowcom.
I'll link that up so you cancheck that out as well.

(01:18:40):
But we'll put, as always, putall the goods, all the links
down in the description below,as well as how to get a free
consultation with myself to talkabout your business, your
practice, just the struggles youhave, whether it be on the
digital marketing side or insideyour doors on the coaching side
, around all the great things weteach on here.
We look forward to helping you.
All those links will be in thedescription below.
Please thumb this video up onYouTube, Share it with your

(01:19:03):
friends, colleagues, anybody,family members.
Same way, if you're listeningon the Audio Experience channels
, give us a nice five-starreview on Apple or iTunes,
wherever it may be that you'relistening, and please share this
everybody with anybody thatwants to get more out of their
life, career and or business.
And until next time we'll seeeverybody.