WEBVTT
00:00:01.514 --> 00:00:09.263
I remember early on, I was sitting back at one of these chiropractic seminars, and I'm looking at all the people on stage, and there was a number in that room that everybody wanted, and it was weekly volume.
00:00:09.423 --> 00:00:14.114
And they were bringing people up, and all I'm thinking in my head is,"Okay but for what?" I don't want their life.
00:00:14.503 --> 00:00:17.524
All they're showing me is how much people they see in a week.
00:00:17.583 --> 00:00:23.303
They're not talking to me about what's their collections, how much are they collecting per visit, what's the relationship with their family, what's the relationship with their team.
00:00:23.553 --> 00:00:38.420
And that was the moment I stopped, and what I wanna do today is walk you through the three things I learned once I looked outside the profession This is the Austin Cohen Podcast where we talk real strategies for chiropractors ready to grow beyond the adjustment.
00:00:38.960 --> 00:00:46.039
If you're building a business, developing your leadership, and trying to build wealth without burning out, you are in the right place.
00:00:46.369 --> 00:00:49.969
Let's get to work Don't forget to subscribe so you never miss an episode.
00:00:51.962 --> 00:00:52.601
All right.
00:00:52.652 --> 00:00:53.671
Man, welcome back everybody.
00:00:53.671 --> 00:00:55.222
Hope you all had a great Labor Day weekend.
00:00:55.462 --> 00:01:04.611
Ah, man, so I put a post up a couple of days ago about quitting chiropractic back in 2015, and holy crap, that traveled further than anything I've ever put out for a while.
00:01:04.611 --> 00:01:11.951
I think there's six, seven thousand chiropractors that have seen this so far which definitely tells me that it hit I think something people in our profession are sitting with quietly.
00:01:12.352 --> 00:01:17.501
And to be clear about what I meant by that, because a few of you guys have asked this, is like, I didn't stop adjusting.
00:01:17.542 --> 00:01:21.281
I didn't give up on chiropractic as in like my clinic, and I don't-- I'm not like walking away from patients.
00:01:21.621 --> 00:01:22.691
Here's what I quit doing.
00:01:23.531 --> 00:01:29.262
I quit doing what playing it the way I've been told to play it was how I was supposed to be done, right?
00:01:29.262 --> 00:01:43.802
So like I shared this earlier in the opening of like weekly visits, and then it became about like top line revenue, and it's like, why are we not talking about, such things like how long we keep our staff for who's got the highest margins, who here is able to be at all their kids' events?
00:01:44.272 --> 00:01:48.921
And it's like I remember sitting in those rooms thinking,"Okay, but like for what?
00:01:49.141 --> 00:01:58.231
What is this for?"'Cause I would look at whoever was headlining these events and the person with the number everyone in the room wanted, and I'd realize I didn't actually want their life.
00:01:58.852 --> 00:02:01.132
They're seeing an unbelievable number of people every week, okay?
00:02:01.432 --> 00:02:02.621
I'm not gonna take that away from them.
00:02:03.022 --> 00:02:06.171
But they're taking home almost nothing at the end of the year.
00:02:06.701 --> 00:02:19.861
Or maybe they have the revenues there and the practice looks beautiful, but fractured marriage maybe the kids are, no relationship with their parents, and that just wasn't what I was looking for.
00:02:20.372 --> 00:02:30.632
And I don't wanna be forty years in this profession with no relationships left in my life body that's completely destroyed, and margins that aren't even close to like what I think is close for me where I should be.
00:02:31.201 --> 00:02:36.891
So what I stopped doing was I stopped going to these events, and I just went and learned from people outside the profession instead.
00:02:37.322 --> 00:02:39.431
And funny, so many of you guys ask me about Growth Summit.
00:02:40.151 --> 00:02:42.241
Growth Summit was started for this exact reason.
00:02:42.722 --> 00:02:48.271
Because a lot of these people I was seeing on these stages were zero chance I would ever wanna take position like with where they were at.
00:02:48.602 --> 00:02:51.731
And also a lot of things that they were preaching or sharing weren't even things they were actively doing.
00:02:51.731 --> 00:03:01.307
I've bought coaches practices- And I would not trade my life for what they are, but yet they're leaders and mentors in our profession, which is really scary to me.
00:03:01.788 --> 00:03:11.527
Hence why I started Growth Summit to put people in rooms where I felt like they're not gonna be bombarded with people who aren't actually living the life that maybe they would wanna live.
00:03:12.027 --> 00:03:19.388
And they're not being blindsided by that, too, as well, with the shiny objects of, maybe things that sound sexy, such as weekly volume.
00:03:19.388 --> 00:03:25.747
Woo! We're gonna get your revenue to two hundred thousand dollars a month, although you're gonna spend eighty thousand dollars a month on ads, right?
00:03:25.798 --> 00:03:29.138
It-- so much work for very little, by the way, okay?
00:03:29.478 --> 00:03:32.858
I started studying guys like Jocko Willink, great at leadership, right?
00:03:32.858 --> 00:03:33.937
He wrote the book Extreme Ownership.
00:03:34.548 --> 00:03:44.918
I then which is cool, I read the book Never Lose a Customer Again in twenty sixteen, and what's really cool is I got to actually hire Joey as a consultant for our company in twenty twenty which was a great experience.
00:03:45.157 --> 00:03:48.268
And for those of you guys that are in Ascent, you're gonna get a cool little surprise with him.
00:03:48.687 --> 00:03:57.427
Jesse Cole, I got to connect with him and talk about Fans First, the book he wrote, and what does that look like creating an experience, too, as well for your fans and the people who you take care of?
00:03:57.948 --> 00:04:04.108
Many of you guys know I've been the chiropractor to Jesse Itzler for a while now, and, just learning from him about things about entrepreneurship.
00:04:04.117 --> 00:04:05.277
He talks about Misogi.
00:04:05.707 --> 00:04:17.117
He talks a lot about, one thing he recen-recently taught me was that whenever his kids say something to him, and they ask him to do something, even if he doesn't wanna do it, the answer is always gonna be,"Of course," which is a great, by the way, teaching moment, right?
00:04:17.187 --> 00:04:18.827
And I'm not learning that inside this profession.
00:04:19.278 --> 00:04:25.598
Dan Cathy, I've talked about him before Truett Cathy's son, the founder of Chick-fil-A, who was the old CEO of Chick-fil-A.
00:04:25.598 --> 00:04:35.327
And I remember being around him and talking to him about values and"Hey, like, when are you guys gonna be open on Sundays?" And just l- really learning, like, how they've defined their values as a company, their mission, their vision.
00:04:35.327 --> 00:04:37.747
Their mission is to be the most caring business.
00:04:38.137 --> 00:04:39.218
Nothing to do with chicken.
00:04:39.327 --> 00:04:40.468
Very clear on the mission.
00:04:40.778 --> 00:04:42.767
They're also very clear on their values, too, as well.
00:04:43.187 --> 00:04:48.538
So a company that I can really look to and how we've actually integrated a lot of what they do into our business, too, as well.
00:04:49.197 --> 00:04:57.648
If I look back at my business, though, and I think of, like, all right, where did my practice, though, if I take a hundred percent of my practice, what percent of that hundred percent actually came from learning from chiropractors?
00:04:58.127 --> 00:04:58.798
This is sad.
00:04:59.589 --> 00:04:59.899
I'm gonna say 5%.
00:05:01.250 --> 00:05:06.259
And for those of you guys that coach with me, the stuff you're learning right now, first off, it's not sexy at all.
00:05:06.899 --> 00:05:12.540
It's probably boring because you're building, and you're building to create freedom, and that's part of the game, too, as well.
00:05:12.759 --> 00:05:23.860
The exciting stuff is what I see chiropractors chasing for their whole careers, forty, fifty years of the thing that's gonna make them millions of dollars overnight, and it's gonna create freedom for them, and they're not gonna have to adjust as many people and...
00:05:24.110 --> 00:05:30.500
they sign up for all these programs and yet, like I said earlier, they're spending all this money on ads, they're all this money on products, they have to hire a huge team.
00:05:30.750 --> 00:05:31.800
For what?
00:05:32.360 --> 00:05:33.389
Gosh, for what?
00:05:33.839 --> 00:05:39.019
Like we have clinics that do a million dollars plus in revenue with two doctors and an office manager.
00:05:39.060 --> 00:05:39.500
That's it.
00:05:40.269 --> 00:05:40.980
Super lean.
00:05:41.370 --> 00:05:42.439
But it took time, right?
00:05:42.439 --> 00:05:46.120
'Cause like I had to build and do the boring stuff in order to get there, too, as well.
00:05:46.750 --> 00:05:59.942
And what I wanna do today is I wanna give you the three biggest lessons that I've pulled out because eleven years later, those are the things that are running everything that I do And let's start with the first lesson, which is Joey Coleman, right?
00:05:59.992 --> 00:06:02.062
Most of us do not have a new patient problem.
00:06:02.401 --> 00:06:10.002
And everything I was being taught pointed outward, which was more marketing spend, more front-end volume, more new patients.
00:06:10.291 --> 00:06:12.762
If the practice was struggling, then guess what the answer is?
00:06:13.112 --> 00:06:14.701
Pour more people on top of it.
00:06:15.221 --> 00:06:20.482
And Joey's whole body of work is about the fact that people decide whether they're staying long before they ever tell you.
00:06:20.992 --> 00:06:25.922
And that drop-off is not happening way out, like at month five, six, seven, right?
00:06:26.172 --> 00:06:31.891
It's getting designed in the first handful of visits while you're still congratulating yourself that,"Oh, I got a commit.
00:06:31.922 --> 00:06:36.601
They signed up for care." So what I did is I went and looked at ours, and our number was eighteen.
00:06:36.752 --> 00:06:38.221
Eighteen visits was our black hole.
00:06:38.661 --> 00:06:48.002
And black hole, when I talk about that, many of you guys know this by now, hopefully, but that number is if I take every person who's quit care in twenty twenty-six, what was the average visit number they dropped out at?
00:06:48.002 --> 00:06:50.612
Not the people who've been with me for years, those people.
00:06:51.322 --> 00:06:53.041
And PVA is a great number.
00:06:53.062 --> 00:06:58.971
We track it too as well'cause it helps us understand case value, but we also look at black hole too as well to build that patient experience.
00:06:59.442 --> 00:07:01.601
And for us, eighteen was like where people are falling out of care.
00:07:02.081 --> 00:07:05.422
And I've been running, practice for a decade by this point.
00:07:05.471 --> 00:07:06.492
I didn't even know that number.
00:07:07.081 --> 00:07:09.502
It was completely hidden from me because nobody ever looked at it.
00:07:09.512 --> 00:07:10.701
Nobody ever talked about it.
00:07:10.992 --> 00:07:13.512
Like I said, all about new patients.
00:07:14.062 --> 00:07:24.252
And that number changed our entire business because instead of trying to replace those people at the front door, we actually rebuilt what happens to somebody from before they ever walk in through the visit.
00:07:24.701 --> 00:07:27.031
But bef-- wh-where they've been with us for years, right?
00:07:27.031 --> 00:07:30.942
And what we did is we built these phases, so there's like anticipation phase before they come in.
00:07:31.302 --> 00:07:33.512
There's the discovery phase, which is their day one.
00:07:33.922 --> 00:07:36.112
Immersion, which is two and three.
00:07:36.401 --> 00:07:38.512
Momentum, six.
00:07:38.791 --> 00:07:40.432
Milestone, twelve.
00:07:40.742 --> 00:07:41.451
Lifetime.
00:07:41.451 --> 00:07:44.932
Like we built certain phases and then we've mapped them to actual visits.
00:07:44.932 --> 00:07:49.451
So nobody in my team is guessing what a patient needs on visit four versus twenty-four.
00:07:50.052 --> 00:07:53.521
And to me, that's the shift when you go from customer service to customer experience.
00:07:54.161 --> 00:08:01.872
Service is what you do when somebody's standing in front of you, but experience is what you built on purpose before they ever showed up.
00:08:02.512 --> 00:08:08.182
And I think if you can take this in and start building this, like I said, this is not the fun stuff.
00:08:08.851 --> 00:08:09.451
But you know what?
00:08:09.482 --> 00:08:14.341
I built this eleven years ago, and it still runs today, and I'm not chasing anything anymore.
00:08:14.682 --> 00:08:16.831
And our black hole, this is crazy, guys.
00:08:17.211 --> 00:08:20.201
Our black hole has gone from an eighteen to a fifty-five now.
00:08:20.672 --> 00:08:22.541
And that's over, by the way, that's over time.
00:08:22.541 --> 00:08:23.262
That's not overnight.
00:08:23.682 --> 00:08:29.151
So but what happened was we had to just keep building the experience, and our completion care percentage rate went up.
00:08:29.151 --> 00:08:31.882
Nobody ever talked to me about completion care percentage early on in practice.
00:08:32.522 --> 00:08:34.172
Great number to be tracking for us.
00:08:34.422 --> 00:08:35.282
So then we understand.
00:08:35.331 --> 00:08:36.091
Think about that, right?
00:08:36.101 --> 00:08:43.631
If I go from a thirty percent completion rate to fifty percent completion rate, it's twenty percent more people completing care.
00:08:44.182 --> 00:09:02.327
So if a clinic's getting twenty new patients a month At an 80% close rate, that's 16 people converting into care That's basically going up by three more people completing their care plan per per month at a, let's say, four thousand dollar case value.
00:09:02.327 --> 00:09:06.567
That's a hundred and forty-four thousand dollars extra revenue a year by not even adding anything on the front door.
00:09:07.347 --> 00:09:14.918
Guys, like the math is crazy when you actually install the boring stuff because once you do it, you set it and forget it, and then you can just adapt it obviously as time goes on.
00:09:15.278 --> 00:09:18.577
And for those of you guys that are doing Ascent, like this is what you're getting in the fall, by the way.
00:09:18.607 --> 00:09:20.467
So I hope you're very excited for this.
00:09:20.618 --> 00:09:26.658
You just did this for world-class teams, and now you're gonna be getting it for, Now this is gonna be the second system we'll be installing.
00:09:27.128 --> 00:09:33.278
The second person and lesson I learned from Jesse Cole, the adjustment is not the product, and this is a hard one for me to hear.
00:09:34.158 --> 00:09:36.457
We're trained as chiropractors to believe the adjustment is everything.
00:09:36.467 --> 00:09:41.768
And listen, clinically, one thousand percent it changes somebody's life.
00:09:42.138 --> 00:09:49.457
Our mission is to improve lives, and we know we get to do that for sure through chiropractic, but there's also other things too as well that happen in our office.
00:09:49.817 --> 00:09:50.668
And I don't think...
00:09:51.038 --> 00:09:55.697
and here's what I think about,'cause nobody goes home and tells their spouse about a really good adjustment.
00:09:55.697 --> 00:10:00.548
"Oh, Austin adjusted me so well today." They tell them about how the place made them feel.
00:10:00.977 --> 00:10:02.048
Did they feel known?
00:10:02.057 --> 00:10:03.057
Did they feel heard?
00:10:03.087 --> 00:10:04.528
Did anybody remember their kid's name?
00:10:04.768 --> 00:10:07.408
Do they remember their birthday or something they told them last time?
00:10:07.937 --> 00:10:10.947
And Jesse built an entire business out of two moves.
00:10:11.618 --> 00:10:18.878
So what he did was he deleted every part of the experience people quietly hate about baseball, but they never complain out loud.
00:10:19.408 --> 00:10:23.388
And then he made everything around that product the actual show.
00:10:24.148 --> 00:10:28.077
So if you think about what that means for a chiropractic visit, the table is what?
00:10:28.077 --> 00:10:29.258
Two, three, four minutes.
00:10:30.008 --> 00:10:40.898
Everything else, the parking, the front desk, the wait, the way somebody's greeted, what happens on the way out the door, all of that is part of they actually remember and the only part they can describe to a friend.
00:10:41.258 --> 00:10:45.187
And most of us have probably never sat down once and designed that on purpose.
00:10:45.477 --> 00:10:55.638
What we've done is we've inherited it from maybe what other office we worked at first, from whatever chiropractic conferences we've been to in the past, whatever the quote-unquote gurus tell us.
00:10:56.118 --> 00:10:57.587
So you know, it's really focusing.
00:10:57.587 --> 00:10:59.357
You look at baseball and what he's done, right?
00:10:59.357 --> 00:11:00.518
He's completely transformed it.
00:11:01.128 --> 00:11:04.378
My kids love going to Savannah Bananas games, and how cool is it?
00:11:04.388 --> 00:11:05.347
Kids love autographs.
00:11:05.687 --> 00:11:12.758
So what happens is like if a guy's not batting, he's on Savannah Bananas, he'll actually come into the stands and start taking pictures and do autographs, right?
00:11:12.827 --> 00:11:14.107
No professional team does that.
00:11:14.148 --> 00:11:15.048
Look at the time it takes.
00:11:15.057 --> 00:11:17.638
Two-hour clock, by the way, for Savannah Bananas, I believe is what it is.
00:11:17.758 --> 00:11:18.197
That's it.
00:11:18.577 --> 00:11:19.368
They set the clock.
00:11:19.398 --> 00:11:22.947
Maybe it's even ninety minutes, but they set the clock, they turn it on, and whenever it's over.
00:11:23.018 --> 00:11:23.697
That's it.
00:11:24.138 --> 00:11:27.238
They eliminated things that are boring about baseball, guys.
00:11:28.477 --> 00:11:29.607
Here's the third thing I got.
00:11:29.658 --> 00:11:30.467
Dan Cathy.
00:11:30.477 --> 00:11:31.998
Love Dan Cathy, by the way.
00:11:32.018 --> 00:11:33.868
Truett Cathy, the founder of Chick-fil-A.
00:11:34.467 --> 00:11:39.087
I actually took my team to the original Chick-fil-A in Atlanta, and we actually went to go study them for a while.
00:11:39.097 --> 00:11:40.148
What a great company.
00:11:40.666 --> 00:11:43.765
Listen, your values only count when they cost you something, okay?
00:11:44.155 --> 00:11:45.355
What does Chick-fil-A close?
00:11:45.355 --> 00:11:47.375
Everyone here knows that's, listen, that they close on Sundays.
00:11:48.395 --> 00:11:53.485
It's probably the most expensive thing in that entire company, potentially.
00:11:53.816 --> 00:11:59.456
But it's also the reason anybody believes the rest of what they say at that company too, as well, and as a patron.
00:12:00.306 --> 00:12:11.485
Because if it was not there, like for example, like if they were, if they went against their values, then what happens is those values become just words on a wall.
00:12:11.495 --> 00:12:13.716
We call it wall art, for those of you guys that have studied with me.
00:12:13.926 --> 00:12:14.916
We're looking beyond that.
00:12:15.625 --> 00:12:25.635
And, I think that's what pushed them from having a nice poster in their break rooms and in their facilities to actually opera- oper- operationalizing that stuff.
00:12:26.316 --> 00:12:27.796
Why was I about to say apparationalizing?
00:12:28.025 --> 00:12:28.505
I don't know.
00:12:28.686 --> 00:12:29.745
Operationalizing that stuff.
00:12:29.745 --> 00:12:32.816
Man, tells you where my brain's been, by the way, dealing with this injury.
00:12:32.826 --> 00:12:33.596
Oh my gosh.
00:12:34.025 --> 00:12:34.995
You think about Chick-fil-A, right?
00:12:35.046 --> 00:12:41.306
For us as a corrective chiropractic, I told you earlier, they came up with a mission of be the most caring business.
00:12:42.086 --> 00:12:56.774
And what we've taken from them is our company, improve lives, and our vision is to change the way the world cares for itself And the purpose at our company that we say out loud is to serve people today in ways their tomorrow will thank them for.
00:12:57.494 --> 00:13:03.464
And b- with that, everybody in my company has a rock that represents the ripple effect they do when they cr- when they improve lives.
00:13:03.923 --> 00:13:14.823
Everybody in my company has a key that helps people unlock their potential for where they're going, and then everybody on my team has a compass, and what that compass represents is changing the way the world cares for itself.
00:13:15.173 --> 00:13:16.653
They get to be the North Star for that person.
00:13:16.943 --> 00:13:18.144
It's changed the way we hire.
00:13:18.614 --> 00:13:22.484
Years, I would hire people, whoever were available, and I would just hope it would work out.
00:13:23.053 --> 00:13:26.734
But here's what's cool is now we get to hire against character first, and then we can teach the rest.
00:13:27.264 --> 00:13:34.984
We're very clear, like many of you guys listen to this, you know our values, fortify ourselves, fortify others, purpose-powered impact, better together, accept the challenge, set the standard.
00:13:35.504 --> 00:13:36.994
Our mission is to improve lives.
00:13:37.333 --> 00:13:44.183
Our vision is to change the way the world cares for itself and our purpose that we say comp- all the time which is to serve people today in ways their tomorrow will thank them for.
00:13:45.203 --> 00:13:49.313
We are very clear as a company, and for those of you guys that work with me, you know this.
00:13:49.313 --> 00:13:50.413
That's the first thing we do.
00:13:51.264 --> 00:13:53.894
You gotta know where you're going, you gotta know what your business stands on.
00:13:54.384 --> 00:13:57.663
And I've said this so many times it's just, like I could get...
00:13:57.793 --> 00:14:08.173
I could hire speakers to join us for the first month of my coaching program, and that would come off as like sexy to people and they'd be like,"Oh, this is amazing." But is that really gonna change anything?
00:14:08.173 --> 00:14:08.323
No.
00:14:08.323 --> 00:14:14.423
'Cause what I found is those people will be in the same situation they were five years later, ten years later, fifteen years later.
00:14:14.813 --> 00:14:19.094
And it's interesting because I talk to business owners, all, chiropractors who own their business all the time, and here's what they say to me.
00:14:19.913 --> 00:14:21.183
When I get on calls with them, I say,"All right.
00:14:21.234 --> 00:14:23.303
So here's what we're gonna build.""I don't wanna do that," they say.
00:14:23.874 --> 00:14:32.884
And then I say why don't you onboard somebody who can install these things for you as an integrator?" I don't wanna do that either.""Then why did you start your chiropractic business again?""I started it for more freedom.
00:14:33.183 --> 00:14:35.063
I don't wanna work for anybody else.""Huh.
00:14:35.124 --> 00:14:35.653
Okay.
00:14:35.774 --> 00:14:45.774
The thing that you've been chasing is not the thing you have." And I see chiropractors that practice for ten, twenty, thirty, forty years that did that because they want freedom, yet they've never had freedom in their entire life.
00:14:45.984 --> 00:14:53.903
Honestly, they're better off to go work for guys like myself or other people in this profession where they're actually gonna make more money, and they'll be done by five, six o'clock, and they're gonna have the most freedom they've ever had.
00:14:54.604 --> 00:14:55.844
So is it really about freedom?
00:14:56.183 --> 00:14:56.994
I don't think so.
00:14:57.464 --> 00:15:04.774
I think that's where ego can get in the way too as well, and you go your whole career chasing something that you never were able to achieve because your ego got in the way.
00:15:05.504 --> 00:15:07.403
And I hate seeing that.
00:15:07.703 --> 00:15:11.234
It's really sad, but it's the unfortunate truth in our profession.
00:15:12.063 --> 00:15:14.274
No one taught us business, guys, in chiropractic school.
00:15:15.043 --> 00:15:22.583
And as much as I don't wanna say this, there's just not a lot of people in our profession that are teaching the things that I would probably hang my hat high on too as well.
00:15:22.724 --> 00:15:28.244
So just, be careful on who you're studying,'cause like I said, I've bought coaches' practices before and, it's crazy.
00:15:28.244 --> 00:15:31.344
Like those are the people that are teaching the future in our profession, which is really scary.
00:15:31.974 --> 00:15:32.053
If I'm telling...
00:15:32.053 --> 00:15:34.594
If I take those three things, though, and I put them together, here's what I'm gonna leave you with.
00:15:35.683 --> 00:15:41.666
Whatever number is getting passed around in the circles that you fly in right now- You're probably gonna hit it.
00:15:42.755 --> 00:15:57.645
And I think that's the part that no one's ever gonna tell you is you're gonna hit it, and then you live inside the number that you've built with the team you hired to get there and the body that you spent to get there too as well and the relationships you let go quietly along the way.
00:15:58.505 --> 00:16:14.096
The only version of this to me that works is when you build backwards from the life you actually want, and then let the practice be the thing that serves it rather than it being the other way around.
00:16:14.966 --> 00:16:17.436
Hope you guys have an awesome day.
00:16:17.785 --> 00:16:20.086
Thanks for all the love on that Instagram post.
00:16:20.086 --> 00:16:23.155
And it's always fascinating to me, difference between winners and losers, right?
00:16:23.225 --> 00:16:28.916
A winner sees somebody working out who's not in shape and overweight, and they cheer that person on.
00:16:29.505 --> 00:16:30.926
A loser makes fun of that person.
00:16:31.615 --> 00:16:40.586
And I've had people make comments underneath that post that will say things such as"Oh, he quit chiropractic, but now he coaches people." Yeah, I think everyone should have a coach.
00:16:40.596 --> 00:16:41.846
A hundred percent.
00:16:42.405 --> 00:16:44.615
I'm, I don't-- Do I think I'm the right person for everybody?
00:16:44.615 --> 00:16:45.245
Absolutely not.
00:16:45.956 --> 00:16:49.615
So I don't think p- everyone should hire me, but I do think everyone should have a coach.
00:16:49.975 --> 00:16:50.755
I have coaches.
00:16:50.806 --> 00:16:56.505
I spend twelve thousand dollars a month on coaching right now which is the best investment I actually make in my career.
00:16:56.865 --> 00:16:59.946
But they're not c- they're not chiropractors, I can tell you that right now.
00:17:00.995 --> 00:17:03.635
They're people that allow me to have freedom, and they're able to help me...
00:17:03.645 --> 00:17:10.016
The people that work on my team, they're able to help me work with them to create freedom for their lives too as well.
00:17:10.435 --> 00:17:20.855
And when you really start checking your ego, and you start focusing on building better lives for other people, and you start focusing on building leaders, to me, that's when everything in your life will change.
00:17:21.145 --> 00:17:21.655
All right, guys.
00:17:21.655 --> 00:17:22.215
Go be great.
00:17:23.009 --> 00:17:32.278
To learn more about building your business, leadership, and life on purpose, visit chiro one eighty.com or follow Austin on Instagram at Dr.
00:17:32.278 --> 00:17:33.179
Austin Cohen.
00:00:01.514 --> 00:00:09.263
I remember early on, I was sitting back at one of these chiropractic seminars, and I'm looking at all the people on stage, and there was a number in that room that everybody wanted, and it was weekly volume.
00:00:09.423 --> 00:00:14.114
And they were bringing people up, and all I'm thinking in my head is,"Okay but for what?" I don't want their life.
00:00:14.503 --> 00:00:17.524
All they're showing me is how much people they see in a week.
00:00:17.583 --> 00:00:23.303
They're not talking to me about what's their collections, how much are they collecting per visit, what's the relationship with their family, what's the relationship with their team.
00:00:23.553 --> 00:00:38.420
And that was the moment I stopped, and what I wanna do today is walk you through the three things I learned once I looked outside the profession This is the Austin Cohen Podcast where we talk real strategies for chiropractors ready to grow beyond the adjustment.
00:00:38.960 --> 00:00:46.039
If you're building a business, developing your leadership, and trying to build wealth without burning out, you are in the right place.
00:00:46.369 --> 00:00:49.969
Let's get to work Don't forget to subscribe so you never miss an episode.
00:00:51.962 --> 00:00:52.601
All right.
00:00:52.652 --> 00:00:53.671
Man, welcome back everybody.
00:00:53.671 --> 00:00:55.222
Hope you all had a great Labor Day weekend.
00:00:55.462 --> 00:01:04.611
Ah, man, so I put a post up a couple of days ago about quitting chiropractic back in 2015, and holy crap, that traveled further than anything I've ever put out for a while.
00:01:04.611 --> 00:01:11.951
I think there's six, seven thousand chiropractors that have seen this so far which definitely tells me that it hit I think something people in our profession are sitting with quietly.
00:01:12.352 --> 00:01:17.501
And to be clear about what I meant by that, because a few of you guys have asked this, is like, I didn't stop adjusting.
00:01:17.542 --> 00:01:21.281
I didn't give up on chiropractic as in like my clinic, and I don't-- I'm not like walking away from patients.
00:01:21.621 --> 00:01:22.691
Here's what I quit doing.
00:01:23.531 --> 00:01:29.262
I quit doing what playing it the way I've been told to play it was how I was supposed to be done, right?
00:01:29.262 --> 00:01:43.802
So like I shared this earlier in the opening of like weekly visits, and then it became about like top line revenue, and it's like, why are we not talking about, such things like how long we keep our staff for who's got the highest margins, who here is able to be at all their kids' events?
00:01:44.272 --> 00:01:48.921
And it's like I remember sitting in those rooms thinking,"Okay, but like for what?
00:01:49.141 --> 00:01:58.231
What is this for?"'Cause I would look at whoever was headlining these events and the person with the number everyone in the room wanted, and I'd realize I didn't actually want their life.
00:01:58.852 --> 00:02:01.132
They're seeing an unbelievable number of people every week, okay?
00:02:01.432 --> 00:02:02.621
I'm not gonna take that away from them.
00:02:03.022 --> 00:02:06.171
But they're taking home almost nothing at the end of the year.
00:02:06.701 --> 00:02:19.861
Or maybe they have the revenues there and the practice looks beautiful, but fractured marriage maybe the kids are, no relationship with their parents, and that just wasn't what I was looking for.
00:02:20.372 --> 00:02:30.632
And I don't wanna be forty years in this profession with no relationships left in my life body that's completely destroyed, and margins that aren't even close to like what I think is close for me where I should be.
00:02:31.201 --> 00:02:36.891
So what I stopped doing was I stopped going to these events, and I just went and learned from people outside the profession instead.
00:02:37.322 --> 00:02:39.431
And funny, so many of you guys ask me about Growth Summit.
00:02:40.151 --> 00:02:42.241
Growth Summit was started for this exact reason.
00:02:42.722 --> 00:02:48.271
Because a lot of these people I was seeing on these stages were zero chance I would ever wanna take position like with where they were at.
00:02:48.602 --> 00:02:51.731
And also a lot of things that they were preaching or sharing weren't even things they were actively doing.
00:02:51.731 --> 00:03:01.307
I've bought coaches practices- And I would not trade my life for what they are, but yet they're leaders and mentors in our profession, which is really scary to me.
00:03:01.788 --> 00:03:11.527
Hence why I started Growth Summit to put people in rooms where I felt like they're not gonna be bombarded with people who aren't actually living the life that maybe they would wanna live.
00:03:12.027 --> 00:03:19.388
And they're not being blindsided by that, too, as well, with the shiny objects of, maybe things that sound sexy, such as weekly volume.
00:03:19.388 --> 00:03:25.747
Woo! We're gonna get your revenue to two hundred thousand dollars a month, although you're gonna spend eighty thousand dollars a month on ads, right?
00:03:25.798 --> 00:03:29.138
It-- so much work for very little, by the way, okay?
00:03:29.478 --> 00:03:32.858
I started studying guys like Jocko Willink, great at leadership, right?
00:03:32.858 --> 00:03:33.937
He wrote the book Extreme Ownership.
00:03:34.548 --> 00:03:44.918
I then which is cool, I read the book Never Lose a Customer Again in twenty sixteen, and what's really cool is I got to actually hire Joey as a consultant for our company in twenty twenty which was a great experience.
00:03:45.157 --> 00:03:48.268
And for those of you guys that are in Ascent, you're gonna get a cool little surprise with him.
00:03:48.687 --> 00:03:57.427
Jesse Cole, I got to connect with him and talk about Fans First, the book he wrote, and what does that look like creating an experience, too, as well for your fans and the people who you take care of?
00:03:57.948 --> 00:04:04.108
Many of you guys know I've been the chiropractor to Jesse Itzler for a while now, and, just learning from him about things about entrepreneurship.
00:04:04.117 --> 00:04:05.277
He talks about Misogi.
00:04:05.707 --> 00:04:17.117
He talks a lot about, one thing he recen-recently taught me was that whenever his kids say something to him, and they ask him to do something, even if he doesn't wanna do it, the answer is always gonna be,"Of course," which is a great, by the way, teaching moment, right?
00:04:17.187 --> 00:04:18.827
And I'm not learning that inside this profession.
00:04:19.278 --> 00:04:25.598
Dan Cathy, I've talked about him before Truett Cathy's son, the founder of Chick-fil-A, who was the old CEO of Chick-fil-A.
00:04:25.598 --> 00:04:35.327
And I remember being around him and talking to him about values and"Hey, like, when are you guys gonna be open on Sundays?" And just l- really learning, like, how they've defined their values as a company, their mission, their vision.
00:04:35.327 --> 00:04:37.747
Their mission is to be the most caring business.
00:04:38.137 --> 00:04:39.218
Nothing to do with chicken.
00:04:39.327 --> 00:04:40.468
Very clear on the mission.
00:04:40.778 --> 00:04:42.767
They're also very clear on their values, too, as well.
00:04:43.187 --> 00:04:48.538
So a company that I can really look to and how we've actually integrated a lot of what they do into our business, too, as well.
00:04:49.197 --> 00:04:57.648
If I look back at my business, though, and I think of, like, all right, where did my practice, though, if I take a hundred percent of my practice, what percent of that hundred percent actually came from learning from chiropractors?
00:04:58.127 --> 00:04:58.798
This is sad.
00:04:59.589 --> 00:04:59.899
I'm gonna say 5%.
00:05:01.250 --> 00:05:06.259
And for those of you guys that coach with me, the stuff you're learning right now, first off, it's not sexy at all.
00:05:06.899 --> 00:05:12.540
It's probably boring because you're building, and you're building to create freedom, and that's part of the game, too, as well.
00:05:12.759 --> 00:05:23.860
The exciting stuff is what I see chiropractors chasing for their whole careers, forty, fifty years of the thing that's gonna make them millions of dollars overnight, and it's gonna create freedom for them, and they're not gonna have to adjust as many people and...
00:05:24.110 --> 00:05:30.500
they sign up for all these programs and yet, like I said earlier, they're spending all this money on ads, they're all this money on products, they have to hire a huge team.
00:05:30.750 --> 00:05:31.800
For what?
00:05:32.360 --> 00:05:33.389
Gosh, for what?
00:05:33.839 --> 00:05:39.019
Like we have clinics that do a million dollars plus in revenue with two doctors and an office manager.
00:05:39.060 --> 00:05:39.500
That's it.
00:05:40.269 --> 00:05:40.980
Super lean.
00:05:41.370 --> 00:05:42.439
But it took time, right?
00:05:42.439 --> 00:05:46.120
'Cause like I had to build and do the boring stuff in order to get there, too, as well.
00:05:46.750 --> 00:05:59.942
And what I wanna do today is I wanna give you the three biggest lessons that I've pulled out because eleven years later, those are the things that are running everything that I do And let's start with the first lesson, which is Joey Coleman, right?
00:05:59.992 --> 00:06:02.062
Most of us do not have a new patient problem.
00:06:02.401 --> 00:06:10.002
And everything I was being taught pointed outward, which was more marketing spend, more front-end volume, more new patients.
00:06:10.291 --> 00:06:12.762
If the practice was struggling, then guess what the answer is?
00:06:13.112 --> 00:06:14.701
Pour more people on top of it.
00:06:15.221 --> 00:06:20.482
And Joey's whole body of work is about the fact that people decide whether they're staying long before they ever tell you.
00:06:20.992 --> 00:06:25.922
And that drop-off is not happening way out, like at month five, six, seven, right?
00:06:26.172 --> 00:06:31.891
It's getting designed in the first handful of visits while you're still congratulating yourself that,"Oh, I got a commit.
00:06:31.922 --> 00:06:36.601
They signed up for care." So what I did is I went and looked at ours, and our number was eighteen.
00:06:36.752 --> 00:06:38.221
Eighteen visits was our black hole.
00:06:38.661 --> 00:06:48.002
And black hole, when I talk about that, many of you guys know this by now, hopefully, but that number is if I take every person who's quit care in twenty twenty-six, what was the average visit number they dropped out at?
00:06:48.002 --> 00:06:50.612
Not the people who've been with me for years, those people.
00:06:51.322 --> 00:06:53.041
And PVA is a great number.
00:06:53.062 --> 00:06:58.971
We track it too as well'cause it helps us understand case value, but we also look at black hole too as well to build that patient experience.
00:06:59.442 --> 00:07:01.601
And for us, eighteen was like where people are falling out of care.
00:07:02.081 --> 00:07:05.422
And I've been running, practice for a decade by this point.
00:07:05.471 --> 00:07:06.492
I didn't even know that number.
00:07:07.081 --> 00:07:09.502
It was completely hidden from me because nobody ever looked at it.
00:07:09.512 --> 00:07:10.701
Nobody ever talked about it.
00:07:10.992 --> 00:07:13.512
Like I said, all about new patients.
00:07:14.062 --> 00:07:24.252
And that number changed our entire business because instead of trying to replace those people at the front door, we actually rebuilt what happens to somebody from before they ever walk in through the visit.
00:07:24.701 --> 00:07:27.031
But bef-- wh-where they've been with us for years, right?
00:07:27.031 --> 00:07:30.942
And what we did is we built these phases, so there's like anticipation phase before they come in.
00:07:31.302 --> 00:07:33.512
There's the discovery phase, which is their day one.
00:07:33.922 --> 00:07:36.112
Immersion, which is two and three.
00:07:36.401 --> 00:07:38.512
Momentum, six.
00:07:38.791 --> 00:07:40.432
Milestone, twelve.
00:07:40.742 --> 00:07:41.451
Lifetime.
00:07:41.451 --> 00:07:44.932
Like we built certain phases and then we've mapped them to actual visits.
00:07:44.932 --> 00:07:49.451
So nobody in my team is guessing what a patient needs on visit four versus twenty-four.
00:07:50.052 --> 00:07:53.521
And to me, that's the shift when you go from customer service to customer experience.
00:07:54.161 --> 00:08:01.872
Service is what you do when somebody's standing in front of you, but experience is what you built on purpose before they ever showed up.
00:08:02.512 --> 00:08:08.182
And I think if you can take this in and start building this, like I said, this is not the fun stuff.
00:08:08.851 --> 00:08:09.451
But you know what?
00:08:09.482 --> 00:08:14.341
I built this eleven years ago, and it still runs today, and I'm not chasing anything anymore.
00:08:14.682 --> 00:08:16.831
And our black hole, this is crazy, guys.
00:08:17.211 --> 00:08:20.201
Our black hole has gone from an eighteen to a fifty-five now.
00:08:20.672 --> 00:08:22.541
And that's over, by the way, that's over time.
00:08:22.541 --> 00:08:23.262
That's not overnight.
00:08:23.682 --> 00:08:29.151
So but what happened was we had to just keep building the experience, and our completion care percentage rate went up.
00:08:29.151 --> 00:08:31.882
Nobody ever talked to me about completion care percentage early on in practice.
00:08:32.522 --> 00:08:34.172
Great number to be tracking for us.
00:08:34.422 --> 00:08:35.282
So then we understand.
00:08:35.331 --> 00:08:36.091
Think about that, right?
00:08:36.101 --> 00:08:43.631
If I go from a thirty percent completion rate to fifty percent completion rate, it's twenty percent more people completing care.
00:08:44.182 --> 00:09:02.327
So if a clinic's getting twenty new patients a month At an 80% close rate, that's 16 people converting into care That's basically going up by three more people completing their care plan per per month at a, let's say, four thousand dollar case value.
00:09:02.327 --> 00:09:06.567
That's a hundred and forty-four thousand dollars extra revenue a year by not even adding anything on the front door.
00:09:07.347 --> 00:09:14.918
Guys, like the math is crazy when you actually install the boring stuff because once you do it, you set it and forget it, and then you can just adapt it obviously as time goes on.
00:09:15.278 --> 00:09:18.577
And for those of you guys that are doing Ascent, like this is what you're getting in the fall, by the way.
00:09:18.607 --> 00:09:20.467
So I hope you're very excited for this.
00:09:20.618 --> 00:09:26.658
You just did this for world-class teams, and now you're gonna be getting it for, Now this is gonna be the second system we'll be installing.
00:09:27.128 --> 00:09:33.278
The second person and lesson I learned from Jesse Cole, the adjustment is not the product, and this is a hard one for me to hear.
00:09:34.158 --> 00:09:36.457
We're trained as chiropractors to believe the adjustment is everything.
00:09:36.467 --> 00:09:41.768
And listen, clinically, one thousand percent it changes somebody's life.
00:09:42.138 --> 00:09:49.457
Our mission is to improve lives, and we know we get to do that for sure through chiropractic, but there's also other things too as well that happen in our office.
00:09:49.817 --> 00:09:50.668
And I don't think...
00:09:51.038 --> 00:09:55.697
and here's what I think about,'cause nobody goes home and tells their spouse about a really good adjustment.
00:09:55.697 --> 00:10:00.548
"Oh, Austin adjusted me so well today." They tell them about how the place made them feel.
00:10:00.977 --> 00:10:02.048
Did they feel known?
00:10:02.057 --> 00:10:03.057
Did they feel heard?
00:10:03.087 --> 00:10:04.528
Did anybody remember their kid's name?
00:10:04.768 --> 00:10:07.408
Do they remember their birthday or something they told them last time?
00:10:07.937 --> 00:10:10.947
And Jesse built an entire business out of two moves.
00:10:11.618 --> 00:10:18.878
So what he did was he deleted every part of the experience people quietly hate about baseball, but they never complain out loud.
00:10:19.408 --> 00:10:23.388
And then he made everything around that product the actual show.
00:10:24.148 --> 00:10:28.077
So if you think about what that means for a chiropractic visit, the table is what?
00:10:28.077 --> 00:10:29.258
Two, three, four minutes.
00:10:30.008 --> 00:10:40.898
Everything else, the parking, the front desk, the wait, the way somebody's greeted, what happens on the way out the door, all of that is part of they actually remember and the only part they can describe to a friend.
00:10:41.258 --> 00:10:45.187
And most of us have probably never sat down once and designed that on purpose.
00:10:45.477 --> 00:10:55.638
What we've done is we've inherited it from maybe what other office we worked at first, from whatever chiropractic conferences we've been to in the past, whatever the quote-unquote gurus tell us.
00:10:56.118 --> 00:10:57.587
So you know, it's really focusing.
00:10:57.587 --> 00:10:59.357
You look at baseball and what he's done, right?
00:10:59.357 --> 00:11:00.518
He's completely transformed it.
00:11:01.128 --> 00:11:04.378
My kids love going to Savannah Bananas games, and how cool is it?
00:11:04.388 --> 00:11:05.347
Kids love autographs.
00:11:05.687 --> 00:11:12.758
So what happens is like if a guy's not batting, he's on Savannah Bananas, he'll actually come into the stands and start taking pictures and do autographs, right?
00:11:12.827 --> 00:11:14.107
No professional team does that.
00:11:14.148 --> 00:11:15.048
Look at the time it takes.
00:11:15.057 --> 00:11:17.638
Two-hour clock, by the way, for Savannah Bananas, I believe is what it is.
00:11:17.758 --> 00:11:18.197
That's it.
00:11:18.577 --> 00:11:19.368
They set the clock.
00:11:19.398 --> 00:11:22.947
Maybe it's even ninety minutes, but they set the clock, they turn it on, and whenever it's over.
00:11:23.018 --> 00:11:23.697
That's it.
00:11:24.138 --> 00:11:27.238
They eliminated things that are boring about baseball, guys.
00:11:28.477 --> 00:11:29.607
Here's the third thing I got.
00:11:29.658 --> 00:11:30.467
Dan Cathy.
00:11:30.477 --> 00:11:31.998
Love Dan Cathy, by the way.
00:11:32.018 --> 00:11:33.868
Truett Cathy, the founder of Chick-fil-A.
00:11:34.467 --> 00:11:39.087
I actually took my team to the original Chick-fil-A in Atlanta, and we actually went to go study them for a while.
00:11:39.097 --> 00:11:40.148
What a great company.
00:11:40.666 --> 00:11:43.765
Listen, your values only count when they cost you something, okay?
00:11:44.155 --> 00:11:45.355
What does Chick-fil-A close?
00:11:45.355 --> 00:11:47.375
Everyone here knows that's, listen, that they close on Sundays.
00:11:48.395 --> 00:11:53.485
It's probably the most expensive thing in that entire company, potentially.
00:11:53.816 --> 00:11:59.456
But it's also the reason anybody believes the rest of what they say at that company too, as well, and as a patron.
00:12:00.306 --> 00:12:11.485
Because if it was not there, like for example, like if they were, if they went against their values, then what happens is those values become just words on a wall.
00:12:11.495 --> 00:12:13.716
We call it wall art, for those of you guys that have studied with me.
00:12:13.926 --> 00:12:14.916
We're looking beyond that.
00:12:15.625 --> 00:12:25.635
And, I think that's what pushed them from having a nice poster in their break rooms and in their facilities to actually opera- oper- operationalizing that stuff.
00:12:26.316 --> 00:12:27.796
Why was I about to say apparationalizing?
00:12:28.025 --> 00:12:28.505
I don't know.
00:12:28.686 --> 00:12:29.745
Operationalizing that stuff.
00:12:29.745 --> 00:12:32.816
Man, tells you where my brain's been, by the way, dealing with this injury.
00:12:32.826 --> 00:12:33.596
Oh my gosh.
00:12:34.025 --> 00:12:34.995
You think about Chick-fil-A, right?
00:12:35.046 --> 00:12:41.306
For us as a corrective chiropractic, I told you earlier, they came up with a mission of be the most caring business.
00:12:42.086 --> 00:12:56.774
And what we've taken from them is our company, improve lives, and our vision is to change the way the world cares for itself And the purpose at our company that we say out loud is to serve people today in ways their tomorrow will thank them for.
00:12:57.494 --> 00:13:03.464
And b- with that, everybody in my company has a rock that represents the ripple effect they do when they cr- when they improve lives.
00:13:03.923 --> 00:13:14.823
Everybody in my company has a key that helps people unlock their potential for where they're going, and then everybody on my team has a compass, and what that compass represents is changing the way the world cares for itself.
00:13:15.173 --> 00:13:16.653
They get to be the North Star for that person.
00:13:16.943 --> 00:13:18.144
It's changed the way we hire.
00:13:18.614 --> 00:13:22.484
Years, I would hire people, whoever were available, and I would just hope it would work out.
00:13:23.053 --> 00:13:26.734
But here's what's cool is now we get to hire against character first, and then we can teach the rest.
00:13:27.264 --> 00:13:34.984
We're very clear, like many of you guys listen to this, you know our values, fortify ourselves, fortify others, purpose-powered impact, better together, accept the challenge, set the standard.
00:13:35.504 --> 00:13:36.994
Our mission is to improve lives.
00:13:37.333 --> 00:13:44.183
Our vision is to change the way the world cares for itself and our purpose that we say comp- all the time which is to serve people today in ways their tomorrow will thank them for.
00:13:45.203 --> 00:13:49.313
We are very clear as a company, and for those of you guys that work with me, you know this.
00:13:49.313 --> 00:13:50.413
That's the first thing we do.
00:13:51.264 --> 00:13:53.894
You gotta know where you're going, you gotta know what your business stands on.
00:13:54.384 --> 00:13:57.663
And I've said this so many times it's just, like I could get...
00:13:57.793 --> 00:14:08.173
I could hire speakers to join us for the first month of my coaching program, and that would come off as like sexy to people and they'd be like,"Oh, this is amazing." But is that really gonna change anything?
00:14:08.173 --> 00:14:08.323
No.
00:14:08.323 --> 00:14:14.423
'Cause what I found is those people will be in the same situation they were five years later, ten years later, fifteen years later.
00:14:14.813 --> 00:14:19.094
And it's interesting because I talk to business owners, all, chiropractors who own their business all the time, and here's what they say to me.
00:14:19.913 --> 00:14:21.183
When I get on calls with them, I say,"All right.
00:14:21.234 --> 00:14:23.303
So here's what we're gonna build.""I don't wanna do that," they say.
00:14:23.874 --> 00:14:32.884
And then I say why don't you onboard somebody who can install these things for you as an integrator?" I don't wanna do that either.""Then why did you start your chiropractic business again?""I started it for more freedom.
00:14:33.183 --> 00:14:35.063
I don't wanna work for anybody else.""Huh.
00:14:35.124 --> 00:14:35.653
Okay.
00:14:35.774 --> 00:14:45.774
The thing that you've been chasing is not the thing you have." And I see chiropractors that practice for ten, twenty, thirty, forty years that did that because they want freedom, yet they've never had freedom in their entire life.
00:14:45.984 --> 00:14:53.903
Honestly, they're better off to go work for guys like myself or other people in this profession where they're actually gonna make more money, and they'll be done by five, six o'clock, and they're gonna have the most freedom they've ever had.
00:14:54.604 --> 00:14:55.844
So is it really about freedom?
00:14:56.183 --> 00:14:56.994
I don't think so.
00:14:57.464 --> 00:15:04.774
I think that's where ego can get in the way too as well, and you go your whole career chasing something that you never were able to achieve because your ego got in the way.
00:15:05.504 --> 00:15:07.403
And I hate seeing that.
00:15:07.703 --> 00:15:11.234
It's really sad, but it's the unfortunate truth in our profession.
00:15:12.063 --> 00:15:14.274
No one taught us business, guys, in chiropractic school.
00:15:15.043 --> 00:15:22.583
And as much as I don't wanna say this, there's just not a lot of people in our profession that are teaching the things that I would probably hang my hat high on too as well.
00:15:22.724 --> 00:15:28.244
So just, be careful on who you're studying,'cause like I said, I've bought coaches' practices before and, it's crazy.
00:15:28.244 --> 00:15:31.344
Like those are the people that are teaching the future in our profession, which is really scary.
00:15:31.974 --> 00:15:32.053
If I'm telling...
00:15:32.053 --> 00:15:34.594
If I take those three things, though, and I put them together, here's what I'm gonna leave you with.
00:15:35.683 --> 00:15:41.666
Whatever number is getting passed around in the circles that you fly in right now- You're probably gonna hit it.
00:15:42.755 --> 00:15:57.645
And I think that's the part that no one's ever gonna tell you is you're gonna hit it, and then you live inside the number that you've built with the team you hired to get there and the body that you spent to get there too as well and the relationships you let go quietly along the way.
00:15:58.505 --> 00:16:14.096
The only version of this to me that works is when you build backwards from the life you actually want, and then let the practice be the thing that serves it rather than it being the other way around.
00:16:14.966 --> 00:16:17.436
Hope you guys have an awesome day.
00:16:17.785 --> 00:16:20.086
Thanks for all the love on that Instagram post.
00:16:20.086 --> 00:16:23.155
And it's always fascinating to me, difference between winners and losers, right?
00:16:23.225 --> 00:16:28.916
A winner sees somebody working out who's not in shape and overweight, and they cheer that person on.
00:16:29.505 --> 00:16:30.926
A loser makes fun of that person.
00:16:31.615 --> 00:16:40.586
And I've had people make comments underneath that post that will say things such as"Oh, he quit chiropractic, but now he coaches people." Yeah, I think everyone should have a coach.
00:16:40.596 --> 00:16:41.846
A hundred percent.
00:16:42.405 --> 00:16:44.615
I'm, I don't-- Do I think I'm the right person for everybody?
00:16:44.615 --> 00:16:45.245
Absolutely not.
00:16:45.956 --> 00:16:49.615
So I don't think p- everyone should hire me, but I do think everyone should have a coach.
00:16:49.975 --> 00:16:50.755
I have coaches.
00:16:50.806 --> 00:16:56.505
I spend twelve thousand dollars a month on coaching right now which is the best investment I actually make in my career.
00:16:56.865 --> 00:16:59.946
But they're not c- they're not chiropractors, I can tell you that right now.
00:17:00.995 --> 00:17:03.635
They're people that allow me to have freedom, and they're able to help me...
00:17:03.645 --> 00:17:10.016
The people that work on my team, they're able to help me work with them to create freedom for their lives too as well.
00:17:10.435 --> 00:17:20.855
And when you really start checking your ego, and you start focusing on building better lives for other people, and you start focusing on building leaders, to me, that's when everything in your life will change.
00:17:21.145 --> 00:17:21.655
All right, guys.
00:17:21.655 --> 00:17:22.215
Go be great.
00:17:23.009 --> 00:17:32.278
To learn more about building your business, leadership, and life on purpose, visit chiro one eighty.com or follow Austin on Instagram at Dr.
00:17:32.278 --> 00:17:33.179
Austin Cohen.
