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The gap between knowing and doing might be the single greatest predictor of success in business and life. In this thought-provoking episode, Brian Wright tackles the dangerous misconception that gathering information alone leads to progress.
Have you ever found yourself researching, planning, and preparing for so long that you never actually take the first step? You're experiencing what psychologists call the "Deep Dive Effect" – the tendency to seek excessive information before taking action, often resulting in decision paralysis or missed opportunities. Brian shares the eye-opening story of meeting a young man who had spent two years preparing to launch a podcast without recording a single episode, perfectly illustrating how knowledge without implementation becomes wasted potential.
The most successful business leaders don't wait for perfect information. They adopt a "ready, shoot, aim" approach – launching initiatives quickly, learning from real feedback, and refining as they go. Meanwhile, their competition remains stuck in research mode, paralyzed by contradicting advice and information overload. This pattern proves especially challenging for professionals with analytical minds, like clinicians or engineers, whose training emphasizes precision over action.
What truly sets top-performing businesses apart isn't superior knowledge but superior implementation. While the masses flock to marketing seminars, the elite few obsess over creating remarkable customer experiences that turn clients into advocates. They build systems that differentiate their business at every touchpoint, recognizing that external competition isn't their real challenge – their ability to implement knowledge effectively is.
Remember: your greatest competitor isn't the new business opening down the street. It's your willingness to act on what you know, even imperfectly. Start with small steps, learn through implementation, and understand that knowledge without action is just expensive education. Your success depends not on what you know, but on what you do with what you know.
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Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
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 Wright
(00:22):
Chat, 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 2 (00:35):
Hey everybody, welcome inside the broadcast
booth.
Brian Wright here, welcome intoanother edition of the podcast.
Hope everybody is doing greatout there.
This was a couple of years ago.
If you look in there, heyYouTube followers, I'll move
this over.
If you look here, this actualmic and I don't use it very
often.
This is really when I have inour niche, our doctors over or
just whatever type of businessowner, maybe over at my house as
(00:57):
part of our mastermind session.
We come in, have groups, we dolife stuff, career stuff, we
cook, we act like we're five butget a lot done, go hiking and
it's always a good time.
But I wanted to make sure thatwhen I have people in that we
one of the new things we'redoing is they're going to be
guests on the podcast.
So every time people come andstay we'll do a recording.
So I had to get another mic.
(01:17):
So I'm in Best Buy and you knowI wanted to get a good one, but
not one new.
I use a Golden Heil mic whichis about as good as you can get.
I really enjoy this micReliable, the sound quality is
really good and because I'm notgoing to use the other mic that
often, I figured eh, we don'tneed to go as great, but I still
want it to be really good.
So it's a really solid mic andI do occasionally use it just to
(01:39):
kind of test the soundcomparisons, things like that.
So while I'm looking, this kidthat works at Best Buy comes up
and he's talking to me and he'slike hey, do you have a podcast?
I said, yeah, it's the BrianWright Show and we got into this
conversation and it'sinteresting when you have a
podcast and for those of you whoknow me, especially know me
well, I'm one of the biggestdorks you'll ever meet and
(02:02):
success and things typicallydon't go to my head.
Um, and and I certainly, Icertainly am focused on making
sure they don't go to my headit's not that guy.
So you know, as you travelaround and speak on stage and
you're walking through, uh, youknow the event hotel or whatever
it may be.
Or or somebody on an airplanefinds out you have a podcast or
(02:22):
whatever it may be, like thisguy at best buy.
Uh, people are like, oh, my God, it's so nice to meet you Like
they, they treat you differently.
It's very, it's veryinteresting.
So I always, when I get intothese conversations, I get a
little I don't know blushed, ifyou will, uh.
But at the same time, you knowit'll, I guess we all have an
(02:50):
ego to a certain extent, so itobviously tickles that a little
bit.
But this kid was kind of thesame way.
He was like oh my God, you havea podcast, tell me more.
So I ended up staying in therefor like an hour talking to him.
Well, the main reason I stayedso long talking to him was he
told me about I don't know, fiveminutes into our conversation.
You know, I have wanted to havea podcast for so long and I've
been taking notes and I've beenplanning things out and I've
been reading and I've beenstudying other people's podcasts
and I've been doing all thesethings.
(03:11):
And I and I told him so howlong you been doing that?
And he goes gosh, it's been atleast at least a year now, maybe
two years.
And and my response was is whydon't you have a podcast yet?
Oh well, you know I'm, I'm, I'mdoing all the planning and
everything.
So what are you planning for?
Do you know what you want totalk about?
And he knew what he wanted totalk about.
He was a tech guy, so he wantedto have around tech and AI and
(03:35):
and even some video game typestuff and coding and stuff like
that.
That that I was like, hey, look, I mean I, I'd listen to that,
because that's not a lot ofknowledge.
You know, I'm a tech guy, justlike I'm a car guy, but if you
asked me to fix a car, we'd bein big trouble.
I'm a huge car fan, but if wewant to open up the hood and had
to do some work on the engine,we're in big trouble.
(03:55):
And same way with a lot oftechnology.
I'm a tech guy but I wouldn'tknow how to open it up and fix
it or anything like that.
So, hey, that's really cool, Igo.
So why haven't you done yourfirst episode?
And he thought about it andhe's like you know, I don't know
, and this is such a problem forso many of you out there, and
(04:17):
whether it's, you know, personallife related, whether it's your
career related, whetherbusiness owners out there, it's
your business is.
We seek so much knowledge andthere's this why I titled it
today what I did, because theknowledge everybody is not power
(04:38):
, and there's something calledthe deep dive effect and the
deep dive effect is real, itaffects us all in certain and
this is really based on yourpersonality too.
I typically am a guy like I likechange.
Change doesn't scare me.
If I have a new idea that'sgoing to flip everything that
(04:59):
we've ever taught.
On its head in the past, I'llget it implemented tomorrow.
Head in the past, I'll get itimplemented tomorrow.
And sometimes I run into aproblem where sometimes I'll
implement it faster than I caneven communicate it to our own
team.
So it's like they're trying tocatch up.
They're wondering hey, brian,what the hell are you doing?
And I always have to remindmyself of that from a leadership
standpoint is look, you've gotto communicate this to the team.
(05:21):
Let them know the directionyou're going before you actually
just go there.
But I am a guy that will, andmany years ago we kicked off I
don't know if it was season fouror five, I have no idea but
there's a podcast and I believeit was the first episode of a
particular year, if you go back,and it was all about ready,
shoot, aim.
(05:41):
And that's the guy that I am,and I think that makes the best
CEOs out there.
The visionaries will get anidea, implement it as fast as
they can screw everything up inthe process and then perfect it
before the next guy's evenimplemented it.
Just like this guy with hispodcast, where he would just you
know he was getting ready andhe was going to take years to
(06:05):
aim to make sure the shot isperfect and then maybe fire.
And so many of you do this andthe deep dive effect, the
psychology of it it goes in moredepth if you want to look this
up.
But really what it's saying isand what it talks about is how
humans seek out so muchinformation that it causes us to
make the wrong decisions or itcauses us to not act and
(06:30):
implement, or whatever it may be.
Start a podcast like this guyand it's a real.
It's a real thing with withhumans and and some people it
hurts more than others and, aswe say, like with me, it hurts
me but it doesn't hurt me as badbecause you know, if I want to
change let's say I want to, youknow, change out my workout
routine I'll do that, implementit.
(06:50):
I'm already on it the nextmorning For so many.
And like the deep dive effect,what it will talk about, and all
of you can relate to this insome form or fashion, but I
always when I'm on stage orteaching this with customers.
It's the weight loss analogy.
And this guy with the podcast.
It's the same thing the weightloss analogy.
(07:13):
You will sit there and so manypeople will be like, okay, I
want to lose.
30 pounds is an example number.
I'm going to do it.
So what do they do?
They don't get up in themorning and do 10 push-ups and
then do another 10 push-upsbefore they go to bed.
Right, what they do is mostpeople and this analogy rings
(07:37):
true for so many of you outthere employees listening in
your career, if you want tochange up something, to gain a
better skill set or to make moremoney, get promoted, whatever
it is all the above businessowners.
Same way, you want to change anidea, implement something new,
instead of just doing it andthen search for information
while you're doing it to keepgetting better, we do it the
(07:58):
opposite.
Where it's like, okay, I don'twant to lose weight, boy gosh,
should I go vegan?
Should I go all carnivore, allmeat?
Should it be a mix?
When should I do the pushups?
When's the best time to workout?
Let me read the books.
Let me study and look up 18,000websites on Google.
Let me look at this.
(08:19):
Let me look at that.
Let me try to perfect this.
Gosh, let me make sure my formis right.
God, do I need to learn a newcooking skill?
Do I need to cook with adifferent oil?
Let's take all the notes.
Let's gain all the knowledge.
Six months goes by and youhaven't done squat, and in the
(08:41):
process, all you're doing isconfusing yourself.
In the meantime, wheneveryou're ready to implement it,
like actually start eatinghealthier and doing some cardio
and lifting weights, right, it'snot going to be perfect anyway,
and this is so true.
You know business owners outthere, in and out of our niche.
This is so true for all you.
But you have to understand andI've talked about this and other
podcasts how you know, for ourniche out there, your clinical
(09:03):
brain really screws your successbecause you want everything so
perfect, so fine, so exactlyright, because your brains are
like engineers that it's reallyhard for you to grasp on your
business.
It's never going to be that way, and the more perfect you try
to make it, the more you'regoing to screw up, because all
of this planning, all of thisreading, all of this gaining
(09:26):
knowledge you know you guys well, let's let's interview 18
consultants.
Let's do this.
Let's interview 18 marketingcompanies.
And all this, let's ask 50 ofmy friends what I should do.
You do so much homework that insix months nothing's happened
and you've lost another 500grand and lost opportunities.
(09:46):
While you're searching out howto make the right move, instead
of going, hey, look like as anexample with us, like listening
to oh God, I like Brian Wright'smessage, let's just use him,
let's jump in, let's get to workand let's see how it goes right
, and then, if it's not goingwell, then we can kind of
interview and look up stuff.
We can make a punt switch later.
That's not how the vastmajority of you do it.
(10:08):
That's also not how the vastmajority of you do it outside of
our niche when we work withrestaurants, hotels, other
people first businesses.
Knowledge is not power everybody.
It's the implementation of theknowledge and speed of
implementation of the knowledge.
(10:29):
That is true power.
I hear all the time when I'mhopping off stage and people
will grab me and they're likeBrian, the competition is
killing me, right?
We've got this new GP in thearea and he stopped referring to
(10:49):
me because he's doingInvisalign inside his practice.
Or Brian, we've got a newItalian restaurant down the
street that opened up, you know,and God, they're taking market
share from us, god, they'retaking market share from us.
And I sit there and obviouslythose are two examples of
hundreds and I sit there and Isay, guys, in this infinite
(11:10):
world, there is no rules in thesense of if you're playing
baseball, there's rules.
If you're playing basketball,there's rules.
You can't just in the middle ofa game, add a new team member
to your team that comes in inthe third quarter, right.
You can't do that.
Like, if you make a trade,great, the player's not going to
be.
The player can't come in thatsame game.
(11:32):
When you make a trade, like,there's rules, there's finish
lines right At the third out ofthe bottom of the ninth inning.
In baseball, if you're aheadthree to two, you win, right.
That's the finite world.
The infinite world is anythingcan really happen at any time.
There are no rules.
If somebody wants to move indown the street from you
(11:52):
tomorrow and open up a practice,they can, which is why you
always same way again, ifsomebody wants to go down the
street and open up an Italianrestaurant, they can.
If they want to go down thestreet, open up a new hotel.
From your hotel they canPlumber lawyer list goes on and
on.
So the mindset has to be thatcould happen at any time, which
(12:15):
is why all of you need to be onyour A-plus game all the time,
always searching how to getbetter, always refining things,
always making sure things arebetter today than they were
yesterday.
And that requires a lot ofspeed of implementation.
It requires taking you guyshave heard me, you know bias
kills innovation.
I've never really done apodcast specifically on that.
(12:37):
I've mentioned it a thousandtimes.
But how you feel aboutsomething will absolutely keep
you from implementing new things, and it's why oftentimes, true
innovation is brought into anindustry from people that have
no prior experience in it.
Richard Branson, elon I couldgo on and on.
You guys have heard me mentionthat on podcasts in the past.
(12:58):
So as we seek out and this isreal for people in our niche and
for people outside of our niche, you know this would be.
You can picture this if you'reshopping for Invisalign and I
use Invisalign, everybody knowsout there as an example.
Everybody gets it, whetheryou're in our niche or out.
They have 98%, 99% brandawareness, which is why you
should do everything to partnerwith them and market why you're
(13:20):
the best at it Because that'swhat people are entering in it.
While you're the best at itbecause that's what people are
entering in, but as they enterit in and there's so many
different options that come up,we've entered in in this new
economy.
We've entered into a situationwhere people are calling five or
more practices to getinformation.
They are going in three or morepractices to get information.
(13:41):
They are looking at YouTubevideos and TikTok videos and
they are seeking out knowledge.
They are seeking outinformation and the problem is
and they don't even realize itis that in the process, all
they're doing is confusingthemselves.
And you have heard me.
(14:03):
Consumers out there, outside ourniche.
You can understand this becauseif you typed in Invisalign and
there's 10 choices within 10miles of your house, now what?
What are you going to do?
Well, you're going to go totheir websites.
You're going to read theirinformation, you're going to see
if they have YouTube videos.
You're going to check out theirsocial media channels.
You're going to pick up andcall them.
And this is what people do,whether they're shopping for
(14:25):
Invisalign or something else inortho, if they're shopping for a
new dentist, if they'reshopping for a car, the buying
process and the psychologicalthings that go through people's
mind are all the same, no matterwhat you're trying to make a
purchase and so many of you outthere you forget this.
This is why, in our niche, oneof the best marketing
(14:46):
investments you'll ever.
You forget this.
This is why, in our niche, oneof the best marketing
investments you'll ever make andwhy Iconic is so popular, is
because Iconic will never havean inside our niche speaker
right, it's always going to bespeakers and training around,
true experts in people-firstbusinesses.
So, whether you're seeking andpurchasing Invisalign or you're
seeking and purchasing anItalian restaurant, a steakhouse
(15:08):
to go to, which hotel you wantto go to, the processes are
exactly the same how the websitelooks, the ease of reservations
, how the food is showcased, howyour orthodontics are showcased
Is the chef on the YouTubestation?
Is the doctor on the YouTubestation?
Can I meet the team?
Can I get a video tour aroundthe place?
(15:30):
How are you portraying yourself?
Which is why the digitalmarketing is part of the
consumer journey.
It's not pay-per-clicks as youcan't look at it that way.
It's part and one part of thejourney that people take with
you.
So, as people are searching outthis information and one
practice is like nope, can't doit with Invisalign.
Other practices yep, we can doit with Invisalign.
The next practice you start toget confused.
(15:52):
The more information you seekout.
And then the more informationyou seek out.
There's so many practices thatdo everything the same.
The receptionist is not a salesmachine.
They're just there collectingdata, so no practice is
differentiated there.
You walk in, you sit in thewaiting room no practice is
differentiated there.
Almost all practices don't scanwith the best sales tool
(16:13):
through experience ever createdin ortho, the Itero machine, so
there's no differentiation there.
They present money the samenote.
I could go on and on.
And the problem is a lot of youout there in our niche think
you're different and you're not.
You're not unique at allwhatsoever, which is why you
have a hard time charging higherprices, because you don't offer
any additional valueproposition, even though you
(16:35):
think you do.
Your team is unable to sell itfrom A to Z.
Hey, there everybody.
Brian Wright of the BrianWright Show.
Let's step away from today'spodcast.
Just remember, as we talk aboutthis implementation of the
knowledge you have, that is truepower, the knowledge itself,
not true power.
I really hope you're takinghome today's messaging.
But before we continue on withthe podcast, I have a favor to
(16:58):
ask you Two new YouTube stationswe have that.
I ask you and I'm going to putthe link in the description
below I ask you to subscribe toboth.
For years, we had our newpatient group station with
thousands of people on therethat watched our content.
If they're going to watch thisvideo instead of listen to this
podcast, if they wanted to watchit via video, they would go
there.
Well, we have switched YouTubestations for two reasons.
(17:21):
One, we rebranded the NewPatient Group podcast, as all of
you know, into the Brian WrightShow, and when we did that, the
Brian Wright Show now has itsown website.
It also has its own YouTubestation.
So I ask all of you to go thereand subscribe to the new Brian
Wright Show YouTube station.
It would help us out a lot.
You'll be able to get greatcontent whenever we come out
with it.
(17:41):
So please subscribe.
I'm going to put that linkbelow.
Also, we have a new new patientgroup YouTube station, as well
as my other company, rightchat.
We combine those and it's a newpatient group and RightChat
YouTube station To make surethat you're getting our five
fantastic minutes and all of ourgreat content.
That's in our niche.
Please make sure to go andsubscribe to that as well.
(18:01):
We're trying to build up thoselistening, those followers.
Like I said, we had a huge oneover on our old YouTube station.
We're now trying to geteverybody to make that move over
to the Brian Wright ShowYouTube station and the New
Patient Group YouTube station aswell.
It would really help us out,really appreciate it.
Thanks so much to everybody.
And now let's get back totoday's episode.
During that customer experienceprocess.
(18:23):
This is the same way outsideour niche, with so many of you
that you're so inundated with,how do I get more new patients,
new customers, blah, blah, blahthat you forget.
It's all about the experience.
So as people seek, they getconfused, they end up, and this
confusion ends up making peopleeither have and make the wrong
decision, or part of thatdecision is they don't buy at
(18:45):
all because they're confused andthe confusion delays the
process.
Then life happens a year goesby and they haven't done
anything.
And make no mistake about itall of you out there, in our
niche or not, this is happeningto you this deep dive effect.
The psychology of it is real isthat gaining knowledge,
everybody is fine.
(19:05):
It's the implementation of theknowledge that's going to make
you win.
That is the true power.
Knowledge is not power.
Implementation of the knowledgeyou receive, that's power.
And I would argue even more isproper implementation of the
(19:25):
knowledge you receive as truepower.
And you say proper what's that?
And part of that is do it asfast as you possibly can.
You guys have heard me talkabout this in other areas, like
be willing to screw it up.
You can always seek knowledge asyou're going along the process,
(19:48):
after you've started, Like Isaid, losing weight.
If you want to try to be avegan or all meat, combination
of both, learn how to cook freshfood better.
Are you going to lift weights?
Do yoga?
Do like whatever it is, pilates, all the above.
You're going to do it in themorning or night, whatever it is
(20:09):
.
You can learn how to perfectthose after you started lifting
weights or doing pushups and Ispeak to all of you right now if
you're trying to get in abetter shape, build muscle, lose
weight, combination of both thevery first thing you should do
when you get out of bed in themorning is drop down and do as
many push-ups as you can, right,and if that's 10, okay, great.
(20:30):
Set a goal for 20.
Do 10.
And then tomorrow do 11.
And then you may fall backwardsagain.
Do 10 again, but get to a goalof 20 and do that before you
leave your bedroom.
Right Now you're going along.
Right Now.
The knowledge you can gain youcan implement along the way.
Business owners out there, sameway, orthos and clinicians like
(20:51):
just in our space.
Like I said, you're some of theworst at this because your
clinical brain prior to perfectseverything.
You can never run your businessthis way and you've heard this
messaging in different ways onthis podcast in the past.
But the true winner this is whyI was talking about it earlier
too is when I hear about I don'tthink I finished the point on
(21:13):
this earlier is when I hearpeople when I get off stage or
in the sales process or whatever, and they say you know
competition is why I'm notsucceeding.
You know these are these gravityproblems I talk so much about
out there that you know when Ifly planes and you've got to
(21:33):
know that gravity.
This is why I call it thatyou've got to know that gravity
exists and it's trying to takeyour plane out of the air at all
times, right?
So planes fly with speed, theyfly with flap position.
They fly with speed and flapposition based on different
flaps and different speeds atdifferent times.
The gravity you can't control,but you can control the
(21:55):
knowledge you have to make surethe gravity doesn't take you out
of the air.
And these gravity problems arethings that we can't control.
You can't control somebodygoing down the street and
opening up another Italianrestaurant.
You can't control.
You can't control somebodygoing down the street and
opening up another Italianrestaurant.
You can't control somebodygoing down the street and
opening up an all Invisalignpractice when you're trying to
do more Invisalign.
You can't control those things.
And that is one of the reasons.
(22:15):
It's not your competition.
Your competition is not a slowmetabolism.
Your competition is not.
Hey, I was raised by two dudsas parents and therefore I
didn't get to go to college when75% of billionaires didn't go
to college or they dropped out.
The smartest business brains onthe planet have no college
degree.
These are all uncontrollablethings.
(22:38):
Your competition is thecontrollables.
You got a slow metabolism, okay.
Work harder.
You can control that, right,have more patience, hold
yourself accountable more,because the process of losing
weight is going to take longer.
Same way with business.
You got a guy down the street,girl down the street doing
Invisalign and you want toincrease your share to share
(22:59):
with Invisalign Okay, it maytake longer, but that's not your
competition.
Im Invisalign Okay, it may takelonger, but that's not your
competition.
Implementation properimplementation of the knowledge
you gain on an ongoing basis,that's your competition period.
Because if you implement andimplement fast, implement well,
always have a focus on gettingideas and then implementing them
(23:20):
, you will kick their butt.
It may not be tomorrow, it maynot even be in two years, but as
far as the infinite journey ofbusiness, an infinite journey of
your career everybody out thereand the infinite journey of
life, you will always be in thewinner's seat.
I say that with air quotesbecause, again, the infinite
journey of life, there is nofinish line and there's no three
(23:40):
to two.
Hey, joe won.
Just because you're winning nowdoesn't mean you're going to
win in three weeks, right?
So I say that with air quotes,but you're going to come out and
you're going to be successful.
You're going to achieve orsurpass your goals as long as
you're the one that isimplementing the knowledge you
receive.
Implementation of the knowledgeis power period.
(24:05):
I can't tell you how many timesI get asked all the time.
So one of the reasons I getasked to speak and there's a lot
of them, but one of the reasonsis is I give away a lot of free
information, and I do it for acouple reasons.
One is I truly want to help.
It's the same way with thispodcast.
I truly want to help all of youout there because there are so
many misguided misconceptionsout there.
(24:27):
Business owners are confused ashell.
You go to an event that's aboutmarketing and advertising.
It's packed.
But you go to an event on howto treat your customers at a
higher level there's hardlyanybody there.
That right there shows you thatyou all have your mind
completely flipped.
You know you do a webinar inour niche about gaining more new
patients.
There's 800 people on it.
(24:48):
You do a webinar about how totreat your existing patients
better and refine yourexperiences on the new and
existing patient side.
You know it's empty and it justshows you all you have your
mindset backwards and this iswhy it just goes back.
The top 1% of businesses theyall do it the same way, but the
99, actually I would say evenless than 1% it's really 99.9%
(25:12):
of businesses will look at thatand they still won't do it.
The top 1% aren't worried aboutadvertising and marketing.
They're worried about how touniquely set their business up
in a way along the customerexperience journey before and
after sale.
That's going to turn customersinto fans, turn them into raging
(25:32):
Salesforce people.
Right, the raging fans aregoing to go out there and sell
like crazy, send you referralslike crazy, and they're always
looking to train their peoplebetter and create unique digital
marketing content from withinside their doors.
That's what they do.
But, guys, that's work, right,it's easy to play.
You know, it's easy to pay Joeto go do pay-per-click
advertising for you, and thenyou wonder why your conversion
(25:54):
sucks and you're not getting theright customer competition.
Look, we'll put it this way Isit real that if somebody opens
(26:18):
down the street from you, or twopeople open in your community,
that it could take market share?
Yeah, nobody's saying that.
Okay now what?
As opposed to being like okaynow what?
Before they ever open, youdon't even know they're opening.
If it's that mindset themindset should always be an
Italian restaurant could goacross the street tomorrow.
A hotel could go across thestreet from us tomorrow, an
Invisalign practice could goacross the street from us
tomorrow.
A dental practice could goacross the street from us
(26:40):
tomorrow.
The mindset is always got to bethere because what would you do
today if that happened?
And whatever the answers are tothat, you better start doing
them, and this isn't necessarilyabout proactive, reactive
things like that.
But there's so many things thatcome into you guys all go to.
And here's another one and thisis kind of part two of why I get
(27:03):
asked to speak a lot and why Ihave this podcast too is, I know
, sitting back here giving allthis information out.
Is I give away a lot of greatideas.
I give away a lot of innovation.
Basically, I give away a lot offree stuff to all of you.
You're never going to implementit.
(27:25):
It's the same way when you goto these big events and there's
a million speakers and there's8,000 people.
If your people aren't beingrole-played with, tell me how
the hell they're ever going togo back and implement any of
that.
Think about that.
This is one of many reasonsIconic is completely different
than anything that's everexisted in our niche Period
(28:04):
no-transcript.
But if you go to an event andI'm standing on stage and I'm
giving you a hundred ideas, youguys are not going to go back
and implement it.
1% of the audience will 1%,just like on this podcast.
The vast majority of you and asthe following grows and grows,
the listening base grows andgrows the majority of you out
(28:25):
there aren't doing it.
Doing it that is your ultimatecompetition, right there,
knowledge is worthless unlessyou're going to implement it.
Well, and so many of you areobsessed with knowledge, which,
on one hand, is great.
Right, you're going to bereading books, you go to all
(28:45):
these events, you soak in allthis knowledge.
But then also the deep diveeffect happens because you
listen to one speaker say youshouldn't do it this way.
The next speaker hops up andsays the opposite.
Then you listen to one digitalmarketing person say do it this
way.
Another digital marketingperson hops up, says the
opposite, and you leave moreconfused than ever and you never
even consider your businessmodel.
(29:06):
Model, but I've said it amillion times on here is that if
you're a business or a practice, that's in our niche or a
business outside of our niche.
What we teach on here, and whatthis messaging is for is how to
charge more than all of your airquotes, competition right and
(29:29):
also convert and sell at ahigher level and then also turn
those people into referrals andturn them into your sales force.
Now, there's a major recipebook to that and there's a huge
art to that.
That's what we teach.
So if you're already a high-endrestaurant, a high-end
orthodontic practice as twoexamples we'll make you better.
If you're somebody in themiddle, we'll get you to that
(29:52):
high-end place.
If you're somebody that's cheaptoday and you want to take the
journey, we'll take you thatjourney and eventually take you
to the middle, the ground, andthen high level, and then we'll
keep you there, which is evenharder.
It's like getting to the WorldSeries is hard enough, but
getting back the next year iseven harder.
So many of you guys have toremember that.
So, as you're out here seekingknowledge, reading books, going
(30:14):
to these events, you're deepdiving, you're affecting
yourself, you're collecting toomuch data.
It ends up confusing you.
All you do, all you do is delay.
I think I told this story yearsago, but with my other company,
rightchat.
This is such a perfect examplewhere this guy.
Most of you out there don'thave your missed new patient and
new customer call data.
(30:35):
It's happening to all of youDay spas, plumbers, lawyers,
restaurants in our nicheorthodontics, dentistry,
optometry, other specialty docshappen to all of you.
You're all losing your butt onmissed opportunities by not
answering the phones when you'reregular business hours, when
you're fully staffed.
Happens to all of you.
Some of you lose millions basedon your price point and
(30:56):
quantity.
Others that you only have a fewcustomers to begin with.
You could add two or three orfour customers a month overnight
if you just got your phonesright.
Well, this guy actually had thedata and knew he was missing
these new patient calls and hewanted to wait until he got a
(31:20):
new phone system.
He was like he was already in.
He was like interviewing fouror five phone systems.
He was asking us and monthsupon months went by.
He still hadn't made a decisionand at the same time, he
already knew he's losinghundreds of thousands of dollars
(31:41):
in revenue opportunity a yearby not answering his phone.
So here's a guy that actuallyhad the data and still didn't
act.
He was sitting there trying togain knowledge, knowledge,
knowledge, knowledge, reading,interviewing companies, asking
his peers asking us which phonesystem should I use?
Blah, blah, blah.
Who cares Like?
Use a phone system from 25years ago.
(32:03):
Just answer the damn phones andboom, you'll have 500 grand for
Kim.
He was very high quantity.
He could have literally pluggeda $500,000 a year leaky hole
overnight, but chose not toimplement.
Because he's got all thisknowledge in his head and now he
(32:24):
can't make the right decision.
And this happens to like in ourniche.
You're some of the smartestpeople on the planet, but you
make some of the dumbestdecisions I've ever seen in my
entire life From a businessstandpoint.
You trip over dollars to pickup pennies.
You hire cheaper companiesbecause you think they're
cheaper on paper.
Meanwhile they suck Instead.
(32:44):
If you would have just investedin the better company just like
a stock, your return would havebeen way better.
And this isn't just in ourniche, and this is why so many
businesses go under, becausethose outside of our niche.
One of the things the doctors inour niche can get away with is
they can make the same mistakesyou all make with your business.
Your business will go out ofbusiness.
(33:06):
By doing it.
They'll still bring home a tonof money.
And this is the challenge inthe niche is changing their
mindset and understanding.
You should be bringing home waymore than you do working,
stressing less.
But when you bring home 500 ora million or 2 million a year,
it's hard unless your mindset isalready in a place, like we
teach, to always be striving toget better.
(33:27):
So there's a disconnect therebecause you'll make a lot of
money, think you're doing thingswell, I'll look at it and go.
It's a disaster.
You should be making threetimes as much and working less
and it's hard to convince thepeople in our niche to do that.
People outside our niche.
You're doing everything you canto scratch, crawl and make it
and survive just the next day,even though you're running the
(33:48):
business the same way.
They are Same mistakes, sameleaky holes.
And this doctor, this obsessionwith knowledge, this obsession
with getting all these ideas,literally caused him to make a
really stupid decision.
I think all of you out therewould go if you knew you were
losing $500,000 a year or moreor more.
Realistic, let's just sayyou're a smaller business and
you had the numbers.
(34:08):
That was saying you were losing$5,000 a year or more or more.
Realistic, let's just sayyou're a smaller business and
you had the numbers that wassaying you were losing.
You know, 5,000 a month is anexample, 10,000 a month, 2,000 a
month, whatever the hell it is.
I think everybody would agree.
If you knew that and there wasan easy solution like RightChat,
you should have signed up thenext day and plugged the hole.
Then you could go look fordifferent phone systems or
(34:31):
whatever it is.
Just like you could do 10push-ups every morning, every
night, while you're looking forwhat should I eat?
Blah, blah, blah.
You could implement somethingcool with your marketing online
and do it fast and then studyand gain knowledge on how to
make it better or even change itall together.
See, this is what you all needto be doing, because the people
(34:54):
that implement FAST, the peoplethat are willing to self-educate
which is a big part of thislike many of you don't even
self-educate right?
This is true in our lives too.
You'll watch something on theridiculous media and think it's
true.
Like you won't self-educate,you'll just go around telling
people what you heard on the TV.
This is so true in our niche.
(35:15):
You hear a speaker on stage saysomething all of a sudden.
You think it's true, this isoutside our niche.
You've got to self-educate, butwhile you're self-educating, you
can't wait to implement thingsKnowledge and all the
self-education on the planet.
You're going to go to theseevents Great, You're a learner
Wonderful.
But guess what?
I could not go to these eventsand implement something while
(35:38):
you're sitting there studyingyour notes and going through and
asking your peers well, Iimplemented something yesterday
that has a real impact, right,and then I can improve it, I can
practice on it, I can get theprocesses better, blah, blah,
blah, blah, and make it betterand perfect it before you still
have even implemented it.
And the guess what?
The thing, too, is you guyshave heard me talk about this on
before no matter how long youwait, you're still going to
(35:59):
screw it up when you implementit.
Now, you could study a recipeand try to make the perfect
lasagna, right, but if you, ifyou just jump in and do it,
you're probably going to makethe same mistakes you're going
to make if you try to perfect itand study it and read it and
know what processes, what toolsdo I need and what stove and all
this stuff which a lot of youdo, using that analogy and then
you go make the lasagna and youscrew it up anyway, and I would
(36:21):
make the argument that you'regoing to screw it up worse if
you're on information overload,which the deep dive effect is.
And again, going back, thisaffects all of the people you
want to become customers outthere.
It affects them during thebuying process, the whole
decision-making process, and itaffects all the business owners
out there, because you don'timplement well, you don't even
implement, but you're obsessedwith knowledge what this kid at
(36:46):
Best Buy should have done.
Everybody is said hey, look,these are some things I'm
passionate about.
Let me get a cheap microphone.
I mean, if you go look atseason one of this podcast and
it may have been even season twoand three the sound quality
sucks.
I go back and listen justbecause it makes me chuckle and
(37:07):
go, man, I don't even like theway I sound or how I delivered
that message.
That was terrible, but itdidn't keep me from getting
started, because the quicker somany of you out there find out
if your idea is crap or not, thebetter.
And what I told this kid was islook, your podcast should be
started within a week.
You've got the knowledge.
You know your stuff.
You're talking to me about techand all this stuff.
(37:28):
You know what you're talkingabout should be started within a
week.
You've got the knowledge.
You know your stuff.
You're talking to me about techand all this stuff.
You know what you're talkingabout.
Go find out if the world likesit, and you've got to be patient
and consistent enough.
I mean, there's so many peoplethat try to start a podcast and
it's gone in a week.
I don't.
I tell my team this a lot and Idon't know if all of you
understand, like, how hard it isto do a show like this that
(37:51):
doesn't have and we are and Iknow I've said this in the past
too that we're going to havemore customers, excuse me, more
guests, and we are.
It just hasn't happened yet.
We're organizing that andtrying to map it out for future
seasons, making sure that youknow the people that are going
to be guests have the time, andthat time coincides with my time
and it's kind of the schedulingsometimes can be a challenge,
(38:13):
but it's coming.
But doing a show like this thatdoesn't really have guests and
we're in our eighth season, guysit's hard.
It's a lot of studying, a lotof prep work.
You have to be in the rightmindset at least I do to be able
to get back here, and there's ahuge energy and effort that
goes into this and it can suckyou mentally dry sometimes, but
(38:36):
I love it so much.
I love giving you allinformation that can change your
lives.
It can change your employees'careers and it can change your
businesses out there.
I love it.
I just love helping people.
But this kid, just like all ofyou, had an idea.
He was passionate about it.
He did his homework and throughthe homework he woke up a year
(38:59):
later and realized he hasn'tdone squat.
Stop doing that, everybody.
If it's something you want toaccomplish in your life, like I
said, I always use the weightloss example.
It's easy to get.
Everybody understands it, butit could be a thousand other
examples Could be.
You want to have a toughconversation with your spouse
about your marriage, whatever itis.
(39:20):
You're putting it off andyou're studying on how to best
have that conversation, whateverit is.
Business owners out there.
You want to have a conversationwith your employees or
employees out there.
You want to gain a skill set,to add more value to what you do
for a business, to get apromotion and a pay raise.
Business owners out there,entrepreneurs out there, in and
out of our niche, same thing.
Stop going to all these events.
(39:42):
Instead, why don't you investin the implementation of stuff,
being held accountable, beingcoached to it?
You're going to get way biggerreturn doing that than you are
going to these events.
It's a completely differentmindset that a lot of you have
to get in to understand that thetrue knowledge, or what makes
(40:03):
the true knowledge great, isgoing and implementing it.
And that kid should have doneit way faster while he was still
studying.
He could have had 100 episodes,50 episodes, one episode who
cares?
But he could have gotten theprocess started.
Knowledge is worthless unlessyou implement it.
You're better off having onelittle itsy bitsy teens of
(40:27):
knowledge in your head andimplement that really well than
somebody else that's got 50million pieces of knowledge in
their head because they're alearning junkie that's never
implemented any of it.
Knowledge is not power.
Knowledge implemented and thenimplemented well, that is power
and is such a unique competitiveadvantage for all of you, and
this is true in your life, yourcareer, your business, everybody
(40:49):
out there.
Hope you enjoyed today and, asalways, give us a thumbs up on
YouTube.
Share this with anybody that'swanting to watch in order to
change their life, career andtheir business, and all the
people listening on all theaudio experience channels out
there same way.
Write us a five-star review,share it with anybody that wants
to listen on those audiochannels to get more out of
their life, career and business,and to all of you, as we keep
(41:16):
growing this podcast and itkeeps rocking and rolling on a
global following.
Now it's one of the reasons whyI've stopped saying welcome,
welcome, brian Wright ShowNation.
I used to say that I'm notsaying it anymore, and I'm not
saying it anymore because we'rein 127 countries and growing
like a weed.
All right, share it witheverybody, appreciate your
following, love all of you andwe'll talk.
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 Wright
(00:22):
Chat, 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 2 (00:35):
Hey everybody, welcome inside the broadcast
booth.
Brian Wright here, welcome intoanother edition of the podcast.
Hope everybody is doing greatout there.
This was a couple of years ago.
If you look in there, heyYouTube followers, I'll move
this over.
If you look here, this actualmic and I don't use it very
often.
This is really when I have inour niche, our doctors over or
just whatever type of businessowner, maybe over at my house as
(00:57):
part of our mastermind session.
We come in, have groups, we dolife stuff, career stuff, we
cook, we act like we're five butget a lot done, go hiking and
it's always a good time.
But I wanted to make sure thatwhen I have people in that we
one of the new things we'redoing is they're going to be
guests on the podcast.
So every time people come andstay we'll do a recording.
So I had to get another mic.
(01:17):
So I'm in Best Buy and you knowI wanted to get a good one, but
not one new.
I use a Golden Heil mic whichis about as good as you can get.
I really enjoy this micReliable, the sound quality is
really good and because I'm notgoing to use the other mic that
often, I figured eh, we don'tneed to go as great, but I still
want it to be really good.
So it's a really solid mic andI do occasionally use it just to
(01:39):
kind of test the soundcomparisons, things like that.
So while I'm looking, this kidthat works at Best Buy comes up
and he's talking to me and he'slike hey, do you have a podcast?
I said, yeah, it's the BrianWright Show and we got into this
conversation and it'sinteresting when you have a
podcast and for those of you whoknow me, especially know me
well, I'm one of the biggestdorks you'll ever meet and
(02:02):
success and things typicallydon't go to my head.
Um, and and I certainly, Icertainly am focused on making
sure they don't go to my headit's not that guy.
So you know, as you travelaround and speak on stage and
you're walking through, uh, youknow the event hotel or whatever
it may be.
Or or somebody on an airplanefinds out you have a podcast or
(02:22):
whatever it may be, like thisguy at best buy.
Uh, people are like, oh, my God, it's so nice to meet you Like
they, they treat you differently.
It's very, it's veryinteresting.
So I always, when I get intothese conversations, I get a
little I don't know blushed, ifyou will, uh.
But at the same time, you knowit'll, I guess we all have an
(02:50):
ego to a certain extent, so itobviously tickles that a little
bit.
But this kid was kind of thesame way.
He was like oh my God, you havea podcast, tell me more.
So I ended up staying in therefor like an hour talking to him.
Well, the main reason I stayedso long talking to him was he
told me about I don't know, fiveminutes into our conversation.
You know, I have wanted to havea podcast for so long and I've
been taking notes and I've beenplanning things out and I've
been reading and I've beenstudying other people's podcasts
and I've been doing all thesethings.
(03:11):
And I and I told him so howlong you been doing that?
And he goes gosh, it's been atleast at least a year now, maybe
two years.
And and my response was is whydon't you have a podcast yet?
Oh well, you know I'm, I'm, I'mdoing all the planning and
everything.
So what are you planning for?
Do you know what you want totalk about?
And he knew what he wanted totalk about.
He was a tech guy, so he wantedto have around tech and AI and
(03:35):
and even some video game typestuff and coding and stuff like
that.
That that I was like, hey, look, I mean I, I'd listen to that,
because that's not a lot ofknowledge.
You know, I'm a tech guy, justlike I'm a car guy, but if you
asked me to fix a car, we'd bein big trouble.
I'm a huge car fan, but if wewant to open up the hood and had
to do some work on the engine,we're in big trouble.
(03:55):
And same way with a lot oftechnology.
I'm a tech guy but I wouldn'tknow how to open it up and fix
it or anything like that.
So, hey, that's really cool, Igo.
So why haven't you done yourfirst episode?
And he thought about it andhe's like you know, I don't know
, and this is such a problem forso many of you out there, and
(04:17):
whether it's, you know, personallife related, whether it's your
career related, whetherbusiness owners out there, it's
your business is.
We seek so much knowledge andthere's this why I titled it
today what I did, because theknowledge everybody is not power
(04:38):
, and there's something calledthe deep dive effect and the
deep dive effect is real, itaffects us all in certain and
this is really based on yourpersonality too.
I typically am a guy like I likechange.
Change doesn't scare me.
If I have a new idea that'sgoing to flip everything that
(04:59):
we've ever taught.
On its head in the past, I'llget it implemented tomorrow.
Head in the past, I'll get itimplemented tomorrow.
And sometimes I run into aproblem where sometimes I'll
implement it faster than I caneven communicate it to our own
team.
So it's like they're trying tocatch up.
They're wondering hey, brian,what the hell are you doing?
And I always have to remindmyself of that from a leadership
standpoint is look, you've gotto communicate this to the team.
(05:21):
Let them know the directionyou're going before you actually
just go there.
But I am a guy that will, andmany years ago we kicked off I
don't know if it was season fouror five, I have no idea but
there's a podcast and I believeit was the first episode of a
particular year, if you go back,and it was all about ready,
shoot, aim.
(05:41):
And that's the guy that I am,and I think that makes the best
CEOs out there.
The visionaries will get anidea, implement it as fast as
they can screw everything up inthe process and then perfect it
before the next guy's evenimplemented it.
Just like this guy with hispodcast, where he would just you
know he was getting ready andhe was going to take years to
(06:05):
aim to make sure the shot isperfect and then maybe fire.
And so many of you do this andthe deep dive effect, the
psychology of it it goes in moredepth if you want to look this
up.
But really what it's saying isand what it talks about is how
humans seek out so muchinformation that it causes us to
make the wrong decisions or itcauses us to not act and
(06:30):
implement, or whatever it may be.
Start a podcast like this guyand it's a real.
It's a real thing with withhumans and and some people it
hurts more than others and, aswe say, like with me, it hurts
me but it doesn't hurt me as badbecause you know, if I want to
change let's say I want to, youknow, change out my workout
routine I'll do that, implementit.
(06:50):
I'm already on it the nextmorning For so many.
And like the deep dive effect,what it will talk about, and all
of you can relate to this insome form or fashion, but I
always when I'm on stage orteaching this with customers.
It's the weight loss analogy.
And this guy with the podcast.
It's the same thing the weightloss analogy.
(07:13):
You will sit there and so manypeople will be like, okay, I
want to lose.
30 pounds is an example number.
I'm going to do it.
So what do they do?
They don't get up in themorning and do 10 push-ups and
then do another 10 push-upsbefore they go to bed.
Right, what they do is mostpeople and this analogy rings
(07:37):
true for so many of you outthere employees listening in
your career, if you want tochange up something, to gain a
better skill set or to make moremoney, get promoted, whatever
it is all the above businessowners.
Same way, you want to change anidea, implement something new,
instead of just doing it andthen search for information
while you're doing it to keepgetting better, we do it the
(07:58):
opposite.
Where it's like, okay, I don'twant to lose weight, boy gosh,
should I go vegan?
Should I go all carnivore, allmeat?
Should it be a mix?
When should I do the pushups?
When's the best time to workout?
Let me read the books.
Let me study and look up 18,000websites on Google.
Let me look at this.
(08:19):
Let me look at that.
Let me try to perfect this.
Gosh, let me make sure my formis right.
God, do I need to learn a newcooking skill?
Do I need to cook with adifferent oil?
Let's take all the notes.
Let's gain all the knowledge.
Six months goes by and youhaven't done squat, and in the
(08:41):
process, all you're doing isconfusing yourself.
In the meantime, wheneveryou're ready to implement it,
like actually start eatinghealthier and doing some cardio
and lifting weights, right, it'snot going to be perfect anyway,
and this is so true.
You know business owners outthere, in and out of our niche.
This is so true for all you.
But you have to understand andI've talked about this and other
podcasts how you know, for ourniche out there, your clinical
(09:03):
brain really screws your successbecause you want everything so
perfect, so fine, so exactlyright, because your brains are
like engineers that it's reallyhard for you to grasp on your
business.
It's never going to be that way, and the more perfect you try
to make it, the more you'regoing to screw up, because all
of this planning, all of thisreading, all of this gaining
(09:26):
knowledge you know you guys well, let's let's interview 18
consultants.
Let's do this.
Let's interview 18 marketingcompanies.
And all this, let's ask 50 ofmy friends what I should do.
You do so much homework that insix months nothing's happened
and you've lost another 500grand and lost opportunities.
(09:46):
While you're searching out howto make the right move, instead
of going, hey, look like as anexample with us, like listening
to oh God, I like Brian Wright'smessage, let's just use him,
let's jump in, let's get to workand let's see how it goes right
, and then, if it's not goingwell, then we can kind of
interview and look up stuff.
We can make a punt switch later.
That's not how the vastmajority of you do it.
(10:08):
That's also not how the vastmajority of you do it outside of
our niche when we work withrestaurants, hotels, other
people first businesses.
Knowledge is not power everybody.
It's the implementation of theknowledge and speed of
implementation of the knowledge.
(10:29):
That is true power.
I hear all the time when I'mhopping off stage and people
will grab me and they're likeBrian, the competition is
killing me, right?
We've got this new GP in thearea and he stopped referring to
(10:49):
me because he's doingInvisalign inside his practice.
Or Brian, we've got a newItalian restaurant down the
street that opened up, you know,and God, they're taking market
share from us, god, they'retaking market share from us.
And I sit there and obviouslythose are two examples of
hundreds and I sit there and Isay, guys, in this infinite
(11:10):
world, there is no rules in thesense of if you're playing
baseball, there's rules.
If you're playing basketball,there's rules.
You can't just in the middle ofa game, add a new team member
to your team that comes in inthe third quarter, right.
You can't do that.
Like, if you make a trade,great, the player's not going to
be.
The player can't come in thatsame game.
(11:32):
When you make a trade, like,there's rules, there's finish
lines right At the third out ofthe bottom of the ninth inning.
In baseball, if you're aheadthree to two, you win, right.
That's the finite world.
The infinite world is anythingcan really happen at any time.
There are no rules.
If somebody wants to move indown the street from you
(11:52):
tomorrow and open up a practice,they can, which is why you
always same way again, ifsomebody wants to go down the
street and open up an Italianrestaurant, they can.
If they want to go down thestreet, open up a new hotel.
From your hotel they canPlumber lawyer list goes on and
on.
So the mindset has to be thatcould happen at any time, which
(12:15):
is why all of you need to be onyour A-plus game all the time,
always searching how to getbetter, always refining things,
always making sure things arebetter today than they were
yesterday.
And that requires a lot ofspeed of implementation.
It requires taking you guyshave heard me, you know bias
kills innovation.
I've never really done apodcast specifically on that.
(12:37):
I've mentioned it a thousandtimes.
But how you feel aboutsomething will absolutely keep
you from implementing new things, and it's why oftentimes, true
innovation is brought into anindustry from people that have
no prior experience in it.
Richard Branson, elon I couldgo on and on.
You guys have heard me mentionthat on podcasts in the past.
(12:58):
So as we seek out and this isreal for people in our niche and
for people outside of our niche, you know this would be.
You can picture this if you'reshopping for Invisalign and I
use Invisalign, everybody knowsout there as an example.
Everybody gets it, whetheryou're in our niche or out.
They have 98%, 99% brandawareness, which is why you
should do everything to partnerwith them and market why you're
(13:20):
the best at it Because that'swhat people are entering in it.
While you're the best at itbecause that's what people are
entering in, but as they enterit in and there's so many
different options that come up,we've entered in in this new
economy.
We've entered into a situationwhere people are calling five or
more practices to getinformation.
They are going in three or morepractices to get information.
(13:41):
They are looking at YouTubevideos and TikTok videos and
they are seeking out knowledge.
They are seeking outinformation and the problem is
and they don't even realize itis that in the process, all
they're doing is confusingthemselves.
And you have heard me.
(14:03):
Consumers out there, outside ourniche.
You can understand this becauseif you typed in Invisalign and
there's 10 choices within 10miles of your house, now what?
What are you going to do?
Well, you're going to go totheir websites.
You're going to read theirinformation, you're going to see
if they have YouTube videos.
You're going to check out theirsocial media channels.
You're going to pick up andcall them.
And this is what people do,whether they're shopping for
(14:25):
Invisalign or something else inortho, if they're shopping for a
new dentist, if they'reshopping for a car, the buying
process and the psychologicalthings that go through people's
mind are all the same, no matterwhat you're trying to make a
purchase and so many of you outthere you forget this.
This is why, in our niche, oneof the best marketing
(14:46):
investments you'll ever.
You forget this.
This is why, in our niche, oneof the best marketing
investments you'll ever make andwhy Iconic is so popular, is
because Iconic will never havean inside our niche speaker
right, it's always going to bespeakers and training around,
true experts in people-firstbusinesses.
So, whether you're seeking andpurchasing Invisalign or you're
seeking and purchasing anItalian restaurant, a steakhouse
(15:08):
to go to, which hotel you wantto go to, the processes are
exactly the same how the websitelooks, the ease of reservations
, how the food is showcased, howyour orthodontics are showcased
Is the chef on the YouTubestation?
Is the doctor on the YouTubestation?
Can I meet the team?
Can I get a video tour aroundthe place?
(15:30):
How are you portraying yourself?
Which is why the digitalmarketing is part of the
consumer journey.
It's not pay-per-clicks as youcan't look at it that way.
It's part and one part of thejourney that people take with
you.
So, as people are searching outthis information and one
practice is like nope, can't doit with Invisalign.
Other practices yep, we can doit with Invisalign.
The next practice you start toget confused.
(15:52):
The more information you seekout.
And then the more informationyou seek out.
There's so many practices thatdo everything the same.
The receptionist is not a salesmachine.
They're just there collectingdata, so no practice is
differentiated there.
You walk in, you sit in thewaiting room no practice is
differentiated there.
Almost all practices don't scanwith the best sales tool
(16:13):
through experience ever createdin ortho, the Itero machine, so
there's no differentiation there.
They present money the samenote.
I could go on and on.
And the problem is a lot of youout there in our niche think
you're different and you're not.
You're not unique at allwhatsoever, which is why you
have a hard time charging higherprices, because you don't offer
any additional valueproposition, even though you
(16:35):
think you do.
Your team is unable to sell itfrom A to Z.
Hey, there everybody.
Brian Wright of the BrianWright Show.
Let's step away from today'spodcast.
Just remember, as we talk aboutthis implementation of the
knowledge you have, that is truepower, the knowledge itself,
not true power.
I really hope you're takinghome today's messaging.
But before we continue on withthe podcast, I have a favor to
(16:58):
ask you Two new YouTube stationswe have that.
I ask you and I'm going to putthe link in the description
below I ask you to subscribe toboth.
For years, we had our newpatient group station with
thousands of people on therethat watched our content.
If they're going to watch thisvideo instead of listen to this
podcast, if they wanted to watchit via video, they would go
there.
Well, we have switched YouTubestations for two reasons.
(17:21):
One, we rebranded the NewPatient Group podcast, as all of
you know, into the Brian WrightShow, and when we did that, the
Brian Wright Show now has itsown website.
It also has its own YouTubestation.
So I ask all of you to go thereand subscribe to the new Brian
Wright Show YouTube station.
It would help us out a lot.
You'll be able to get greatcontent whenever we come out
with it.
(17:41):
So please subscribe.
I'm going to put that linkbelow.
Also, we have a new new patientgroup YouTube station, as well
as my other company, rightchat.
We combine those and it's a newpatient group and RightChat
YouTube station To make surethat you're getting our five
fantastic minutes and all of ourgreat content.
That's in our niche.
Please make sure to go andsubscribe to that as well.
(18:01):
We're trying to build up thoselistening, those followers.
Like I said, we had a huge oneover on our old YouTube station.
We're now trying to geteverybody to make that move over
to the Brian Wright ShowYouTube station and the New
Patient Group YouTube station aswell.
It would really help us out,really appreciate it.
Thanks so much to everybody.
And now let's get back totoday's episode.
During that customer experienceprocess.
(18:23):
This is the same way outsideour niche, with so many of you
that you're so inundated with,how do I get more new patients,
new customers, blah, blah, blahthat you forget.
It's all about the experience.
So as people seek, they getconfused, they end up, and this
confusion ends up making peopleeither have and make the wrong
decision, or part of thatdecision is they don't buy at
(18:45):
all because they're confused andthe confusion delays the
process.
Then life happens a year goesby and they haven't done
anything.
And make no mistake about itall of you out there, in our
niche or not, this is happeningto you this deep dive effect.
The psychology of it is real isthat gaining knowledge,
everybody is fine.
(19:05):
It's the implementation of theknowledge that's going to make
you win.
That is the true power.
Knowledge is not power.
Implementation of the knowledgeyou receive, that's power.
And I would argue even more isproper implementation of the
(19:25):
knowledge you receive as truepower.
And you say proper what's that?
And part of that is do it asfast as you possibly can.
You guys have heard me talkabout this in other areas, like
be willing to screw it up.
You can always seek knowledge asyou're going along the process,
(19:48):
after you've started, Like Isaid, losing weight.
If you want to try to be avegan or all meat, combination
of both, learn how to cook freshfood better.
Are you going to lift weights?
Do yoga?
Do like whatever it is, pilates, all the above.
You're going to do it in themorning or night, whatever it is
(20:09):
.
You can learn how to perfectthose after you started lifting
weights or doing pushups and Ispeak to all of you right now if
you're trying to get in abetter shape, build muscle, lose
weight, combination of both thevery first thing you should do
when you get out of bed in themorning is drop down and do as
many push-ups as you can, right,and if that's 10, okay, great.
(20:30):
Set a goal for 20.
Do 10.
And then tomorrow do 11.
And then you may fall backwardsagain.
Do 10 again, but get to a goalof 20 and do that before you
leave your bedroom.
Right Now you're going along.
Right Now.
The knowledge you can gain youcan implement along the way.
Business owners out there, sameway, orthos and clinicians like
(20:51):
just in our space.
Like I said, you're some of theworst at this because your
clinical brain prior to perfectseverything.
You can never run your businessthis way and you've heard this
messaging in different ways onthis podcast in the past.
But the true winner this is whyI was talking about it earlier
too is when I hear about I don'tthink I finished the point on
(21:13):
this earlier is when I hearpeople when I get off stage or
in the sales process or whatever, and they say you know
competition is why I'm notsucceeding.
You know these are these gravityproblems I talk so much about
out there that you know when Ifly planes and you've got to
(21:33):
know that gravity.
This is why I call it thatyou've got to know that gravity
exists and it's trying to takeyour plane out of the air at all
times, right?
So planes fly with speed, theyfly with flap position.
They fly with speed and flapposition based on different
flaps and different speeds atdifferent times.
The gravity you can't control,but you can control the
(21:55):
knowledge you have to make surethe gravity doesn't take you out
of the air.
And these gravity problems arethings that we can't control.
You can't control somebodygoing down the street and
opening up another Italianrestaurant.
You can't control.
You can't control somebodygoing down the street and
opening up another Italianrestaurant.
You can't control somebodygoing down the street and
opening up an all Invisalignpractice when you're trying to
do more Invisalign.
You can't control those things.
And that is one of the reasons.
(22:15):
It's not your competition.
Your competition is not a slowmetabolism.
Your competition is not.
Hey, I was raised by two dudsas parents and therefore I
didn't get to go to college when75% of billionaires didn't go
to college or they dropped out.
The smartest business brains onthe planet have no college
degree.
These are all uncontrollablethings.
(22:38):
Your competition is thecontrollables.
You got a slow metabolism, okay.
Work harder.
You can control that, right,have more patience, hold
yourself accountable more,because the process of losing
weight is going to take longer.
Same way with business.
You got a guy down the street,girl down the street doing
Invisalign and you want toincrease your share to share
(22:59):
with Invisalign Okay, it maytake longer, but that's not your
competition.
Im Invisalign Okay, it may takelonger, but that's not your
competition.
Implementation properimplementation of the knowledge
you gain on an ongoing basis,that's your competition period.
Because if you implement andimplement fast, implement well,
always have a focus on gettingideas and then implementing them
(23:20):
, you will kick their butt.
It may not be tomorrow, it maynot even be in two years, but as
far as the infinite journey ofbusiness, an infinite journey of
your career everybody out thereand the infinite journey of
life, you will always be in thewinner's seat.
I say that with air quotesbecause, again, the infinite
journey of life, there is nofinish line and there's no three
(23:40):
to two.
Hey, joe won.
Just because you're winning nowdoesn't mean you're going to
win in three weeks, right?
So I say that with air quotes,but you're going to come out and
you're going to be successful.
You're going to achieve orsurpass your goals as long as
you're the one that isimplementing the knowledge you
receive.
Implementation of the knowledgeis power period.
(24:05):
I can't tell you how many timesI get asked all the time.
So one of the reasons I getasked to speak and there's a lot
of them, but one of the reasonsis is I give away a lot of free
information, and I do it for acouple reasons.
One is I truly want to help.
It's the same way with thispodcast.
I truly want to help all of youout there because there are so
many misguided misconceptionsout there.
(24:27):
Business owners are confused ashell.
You go to an event that's aboutmarketing and advertising.
It's packed.
But you go to an event on howto treat your customers at a
higher level there's hardlyanybody there.
That right there shows you thatyou all have your mind
completely flipped.
You know you do a webinar inour niche about gaining more new
patients.
There's 800 people on it.
(24:48):
You do a webinar about how totreat your existing patients
better and refine yourexperiences on the new and
existing patient side.
You know it's empty and it justshows you all you have your
mindset backwards and this iswhy it just goes back.
The top 1% of businesses theyall do it the same way, but the
99, actually I would say evenless than 1% it's really 99.9%
(25:12):
of businesses will look at thatand they still won't do it.
The top 1% aren't worried aboutadvertising and marketing.
They're worried about how touniquely set their business up
in a way along the customerexperience journey before and
after sale.
That's going to turn customersinto fans, turn them into raging
(25:32):
Salesforce people.
Right, the raging fans aregoing to go out there and sell
like crazy, send you referralslike crazy, and they're always
looking to train their peoplebetter and create unique digital
marketing content from withinside their doors.
That's what they do.
But, guys, that's work, right,it's easy to play.
You know, it's easy to pay Joeto go do pay-per-click
advertising for you, and thenyou wonder why your conversion
(25:54):
sucks and you're not getting theright customer competition.
Look, we'll put it this way Isit real that if somebody opens
(26:18):
down the street from you, or twopeople open in your community,
that it could take market share?
Yeah, nobody's saying that.
Okay now what?
As opposed to being like okaynow what?
Before they ever open, youdon't even know they're opening.
If it's that mindset themindset should always be an
Italian restaurant could goacross the street tomorrow.
A hotel could go across thestreet from us tomorrow, an
Invisalign practice could goacross the street from us
tomorrow.
A dental practice could goacross the street from us
(26:40):
tomorrow.
The mindset is always got to bethere because what would you do
today if that happened?
And whatever the answers are tothat, you better start doing
them, and this isn't necessarilyabout proactive, reactive
things like that.
But there's so many things thatcome into you guys all go to.
And here's another one and thisis kind of part two of why I get
(27:03):
asked to speak a lot and why Ihave this podcast too is, I know
, sitting back here giving allthis information out.
Is I give away a lot of greatideas.
I give away a lot of innovation.
Basically, I give away a lot offree stuff to all of you.
You're never going to implementit.
(27:25):
It's the same way when you goto these big events and there's
a million speakers and there's8,000 people.
If your people aren't beingrole-played with, tell me how
the hell they're ever going togo back and implement any of
that.
Think about that.
This is one of many reasonsIconic is completely different
than anything that's everexisted in our niche Period
(28:04):
no-transcript.
But if you go to an event andI'm standing on stage and I'm
giving you a hundred ideas, youguys are not going to go back
and implement it.
1% of the audience will 1%,just like on this podcast.
The vast majority of you and asthe following grows and grows,
the listening base grows andgrows the majority of you out
(28:25):
there aren't doing it.
Doing it that is your ultimatecompetition, right there,
knowledge is worthless unlessyou're going to implement it.
Well, and so many of you areobsessed with knowledge, which,
on one hand, is great.
Right, you're going to bereading books, you go to all
(28:45):
these events, you soak in allthis knowledge.
But then also the deep diveeffect happens because you
listen to one speaker say youshouldn't do it this way.
The next speaker hops up andsays the opposite.
Then you listen to one digitalmarketing person say do it this
way.
Another digital marketingperson hops up, says the
opposite, and you leave moreconfused than ever and you never
even consider your businessmodel.
(29:06):
Model, but I've said it amillion times on here is that if
you're a business or a practice, that's in our niche or a
business outside of our niche.
What we teach on here, and whatthis messaging is for is how to
charge more than all of your airquotes, competition right and
(29:29):
also convert and sell at ahigher level and then also turn
those people into referrals andturn them into your sales force.
Now, there's a major recipebook to that and there's a huge
art to that.
That's what we teach.
So if you're already a high-endrestaurant, a high-end
orthodontic practice as twoexamples we'll make you better.
If you're somebody in themiddle, we'll get you to that
(29:52):
high-end place.
If you're somebody that's cheaptoday and you want to take the
journey, we'll take you thatjourney and eventually take you
to the middle, the ground, andthen high level, and then we'll
keep you there, which is evenharder.
It's like getting to the WorldSeries is hard enough, but
getting back the next year iseven harder.
So many of you guys have toremember that.
So, as you're out here seekingknowledge, reading books, going
(30:14):
to these events, you're deepdiving, you're affecting
yourself, you're collecting toomuch data.
It ends up confusing you.
All you do, all you do is delay.
I think I told this story yearsago, but with my other company,
rightchat.
This is such a perfect examplewhere this guy.
Most of you out there don'thave your missed new patient and
new customer call data.
(30:35):
It's happening to all of youDay spas, plumbers, lawyers,
restaurants in our nicheorthodontics, dentistry,
optometry, other specialty docshappen to all of you.
You're all losing your butt onmissed opportunities by not
answering the phones when you'reregular business hours, when
you're fully staffed.
Happens to all of you.
Some of you lose millions basedon your price point and
(30:56):
quantity.
Others that you only have a fewcustomers to begin with.
You could add two or three orfour customers a month overnight
if you just got your phonesright.
Well, this guy actually had thedata and knew he was missing
these new patient calls and hewanted to wait until he got a
(31:20):
new phone system.
He was like he was already in.
He was like interviewing fouror five phone systems.
He was asking us and monthsupon months went by.
He still hadn't made a decisionand at the same time, he
already knew he's losinghundreds of thousands of dollars
(31:41):
in revenue opportunity a yearby not answering his phone.
So here's a guy that actuallyhad the data and still didn't
act.
He was sitting there trying togain knowledge, knowledge,
knowledge, knowledge, reading,interviewing companies, asking
his peers asking us which phonesystem should I use?
Blah, blah, blah.
Who cares Like?
Use a phone system from 25years ago.
(32:03):
Just answer the damn phones andboom, you'll have 500 grand for
Kim.
He was very high quantity.
He could have literally pluggeda $500,000 a year leaky hole
overnight, but chose not toimplement.
Because he's got all thisknowledge in his head and now he
(32:24):
can't make the right decision.
And this happens to like in ourniche.
You're some of the smartestpeople on the planet, but you
make some of the dumbestdecisions I've ever seen in my
entire life From a businessstandpoint.
You trip over dollars to pickup pennies.
You hire cheaper companiesbecause you think they're
cheaper on paper.
Meanwhile they suck Instead.
(32:44):
If you would have just investedin the better company just like
a stock, your return would havebeen way better.
And this isn't just in ourniche, and this is why so many
businesses go under, becausethose outside of our niche.
One of the things the doctors inour niche can get away with is
they can make the same mistakesyou all make with your business.
Your business will go out ofbusiness.
(33:06):
By doing it.
They'll still bring home a tonof money.
And this is the challenge inthe niche is changing their
mindset and understanding.
You should be bringing home waymore than you do working,
stressing less.
But when you bring home 500 ora million or 2 million a year,
it's hard unless your mindset isalready in a place, like we
teach, to always be striving toget better.
(33:27):
So there's a disconnect therebecause you'll make a lot of
money, think you're doing thingswell, I'll look at it and go.
It's a disaster.
You should be making threetimes as much and working less
and it's hard to convince thepeople in our niche to do that.
People outside our niche.
You're doing everything you canto scratch, crawl and make it
and survive just the next day,even though you're running the
(33:48):
business the same way.
They are Same mistakes, sameleaky holes.
And this doctor, this obsessionwith knowledge, this obsession
with getting all these ideas,literally caused him to make a
really stupid decision.
I think all of you out therewould go if you knew you were
losing $500,000 a year or moreor more.
Realistic, let's just sayyou're a smaller business and
you had the numbers.
(34:08):
That was saying you were losing$5,000 a year or more or more.
Realistic, let's just sayyou're a smaller business and
you had the numbers that wassaying you were losing.
You know, 5,000 a month is anexample, 10,000 a month, 2,000 a
month, whatever the hell it is.
I think everybody would agree.
If you knew that and there wasan easy solution like RightChat,
you should have signed up thenext day and plugged the hole.
Then you could go look fordifferent phone systems or
(34:31):
whatever it is.
Just like you could do 10push-ups every morning, every
night, while you're looking forwhat should I eat?
Blah, blah, blah.
You could implement somethingcool with your marketing online
and do it fast and then studyand gain knowledge on how to
make it better or even change itall together.
See, this is what you all needto be doing, because the people
(34:54):
that implement FAST, the peoplethat are willing to self-educate
which is a big part of thislike many of you don't even
self-educate right?
This is true in our lives too.
You'll watch something on theridiculous media and think it's
true.
Like you won't self-educate,you'll just go around telling
people what you heard on the TV.
This is so true in our niche.
(35:15):
You hear a speaker on stage saysomething all of a sudden.
You think it's true, this isoutside our niche.
You've got to self-educate, butwhile you're self-educating, you
can't wait to implement thingsKnowledge and all the
self-education on the planet.
You're going to go to theseevents Great, You're a learner
Wonderful.
But guess what?
I could not go to these eventsand implement something while
(35:38):
you're sitting there studyingyour notes and going through and
asking your peers well, Iimplemented something yesterday
that has a real impact, right,and then I can improve it, I can
practice on it, I can get theprocesses better, blah, blah,
blah, blah, and make it betterand perfect it before you still
have even implemented it.
And the guess what?
The thing, too, is you guyshave heard me talk about this on
before no matter how long youwait, you're still going to
(35:59):
screw it up when you implementit.
Now, you could study a recipeand try to make the perfect
lasagna, right, but if you, ifyou just jump in and do it,
you're probably going to makethe same mistakes you're going
to make if you try to perfect itand study it and read it and
know what processes, what toolsdo I need and what stove and all
this stuff which a lot of youdo, using that analogy and then
you go make the lasagna and youscrew it up anyway, and I would
(36:21):
make the argument that you'regoing to screw it up worse if
you're on information overload,which the deep dive effect is.
And again, going back, thisaffects all of the people you
want to become customers outthere.
It affects them during thebuying process, the whole
decision-making process, and itaffects all the business owners
out there, because you don'timplement well, you don't even
implement, but you're obsessedwith knowledge what this kid at
(36:46):
Best Buy should have done.
Everybody is said hey, look,these are some things I'm
passionate about.
Let me get a cheap microphone.
I mean, if you go look atseason one of this podcast and
it may have been even season twoand three the sound quality
sucks.
I go back and listen justbecause it makes me chuckle and
(37:07):
go, man, I don't even like theway I sound or how I delivered
that message.
That was terrible, but itdidn't keep me from getting
started, because the quicker somany of you out there find out
if your idea is crap or not, thebetter.
And what I told this kid was islook, your podcast should be
started within a week.
You've got the knowledge.
You know your stuff.
You're talking to me about techand all this stuff.
(37:28):
You know what you're talkingabout should be started within a
week.
You've got the knowledge.
You know your stuff.
You're talking to me about techand all this stuff.
You know what you're talkingabout.
Go find out if the world likesit, and you've got to be patient
and consistent enough.
I mean, there's so many peoplethat try to start a podcast and
it's gone in a week.
I don't.
I tell my team this a lot and Idon't know if all of you
understand, like, how hard it isto do a show like this that
(37:51):
doesn't have and we are and Iknow I've said this in the past
too that we're going to havemore customers, excuse me, more
guests, and we are.
It just hasn't happened yet.
We're organizing that andtrying to map it out for future
seasons, making sure that youknow the people that are going
to be guests have the time, andthat time coincides with my time
and it's kind of the schedulingsometimes can be a challenge,
(38:13):
but it's coming.
But doing a show like this thatdoesn't really have guests and
we're in our eighth season, guysit's hard.
It's a lot of studying, a lotof prep work.
You have to be in the rightmindset at least I do to be able
to get back here, and there's ahuge energy and effort that
goes into this and it can suckyou mentally dry sometimes, but
(38:36):
I love it so much.
I love giving you allinformation that can change your
lives.
It can change your employees'careers and it can change your
businesses out there.
I love it.
I just love helping people.
But this kid, just like all ofyou, had an idea.
He was passionate about it.
He did his homework and throughthe homework he woke up a year
(38:59):
later and realized he hasn'tdone squat.
Stop doing that, everybody.
If it's something you want toaccomplish in your life, like I
said, I always use the weightloss example.
It's easy to get.
Everybody understands it, butit could be a thousand other
examples Could be.
You want to have a toughconversation with your spouse
about your marriage, whatever itis.
(39:20):
You're putting it off andyou're studying on how to best
have that conversation, whateverit is.
Business owners out there.
You want to have a conversationwith your employees or
employees out there.
You want to gain a skill set,to add more value to what you do
for a business, to get apromotion and a pay raise.
Business owners out there,entrepreneurs out there, in and
out of our niche, same thing.
Stop going to all these events.
(39:42):
Instead, why don't you investin the implementation of stuff,
being held accountable, beingcoached to it?
You're going to get way biggerreturn doing that than you are
going to these events.
It's a completely differentmindset that a lot of you have
to get in to understand that thetrue knowledge, or what makes
(40:03):
the true knowledge great, isgoing and implementing it.
And that kid should have doneit way faster while he was still
studying.
He could have had 100 episodes,50 episodes, one episode who
cares?
But he could have gotten theprocess started.
Knowledge is worthless unlessyou implement it.
You're better off having onelittle itsy bitsy teens of
(40:27):
knowledge in your head andimplement that really well than
somebody else that's got 50million pieces of knowledge in
their head because they're alearning junkie that's never
implemented any of it.
Knowledge is not power.
Knowledge implemented and thenimplemented well, that is power
and is such a unique competitiveadvantage for all of you, and
this is true in your life, yourcareer, your business, everybody
(40:49):
out there.
Hope you enjoyed today and, asalways, give us a thumbs up on
YouTube.
Share this with anybody that'swanting to watch in order to
change their life, career andtheir business, and all the
people listening on all theaudio experience channels out
there same way.
Write us a five-star review,share it with anybody that wants
to listen on those audiochannels to get more out of
their life, career and business,and to all of you, as we keep
(41:16):
growing this podcast and itkeeps rocking and rolling on a
global following.
Now it's one of the reasons whyI've stopped saying welcome,
welcome, brian Wright ShowNation.
I used to say that I'm notsaying it anymore, and I'm not
saying it anymore because we'rein 127 countries and growing
like a weed.
All right, share it witheverybody, appreciate your
following, love all of you andwe'll talk.
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