Thinking Differently About Culture & Practice Growth with Guest Dino Watt

Welcome to the New Patient Group Podcast where today we discuss the impact culture has on practice growth.  The covid-19 new economy requires a new mindset via every aspect of the practice; especially as it relates to the business aspects of a practice.  Today we dive deep into leadership and culture topics that will positively impact your revenue growth both short and long term.

Transcript

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SPEAKER_02 0:00

Hey, new patient group nation. Welcome inside the broadcast booth. Brian right here and welcome to season three, episode number eight. Got a good one for you today. You know, we've been on a culture kick. If you see me speak around the country, you know I talk about culture being your ultimate competitive advantage. And culture and employee experience is the new customer experience. The question is, is how do you create that? How it's because it's not easy, especially the more employees you have, the harder the culture it is. No different than the more children, the more kids you have, uh the harder it is to spend enough time with every one of them. Take care of everyone, uh, just like you would if you had one or two, gets harder if you have four, five, six, seven, etc. No different when you're a business owner with employees. Uh inevitably, however you want your customers to be treated, you must treat your employees even better. Never been a more important time for that. Simple reason, and there's a lot of them, simple reason is that millennials and Gen Z, uh, they need to feel a very specific way in order to go the extra mile for the business owner. Now, a lot of complaints come about uh, you know, millennials and Gen Z as employees. Uh, a couple ironic things that I have with that, uh, one is that the people that complained most about them were actually their parents, meaning the generations that actually raised them are the ones that now complain about them. I've always find that a little ironic and funny. Uh the other one is that they're actually the best employees you can possibly have if you know how to treat them, know how to function, know how to lead them. Well, part of this ongoing series that we're gonna be doing, I wanted to invite in a really good guest today, Dina Watt, friend of mine, uh, very good on the leadership and culture side, uh, has an excellent book that I'm gonna talk about in the podcast. And we had a really good conversation relating around culture, leadership, and things like that. I wanted to paint that image in everybody's mind uh from a different voice, other than just myself, because you know we don't have very many guests on here. So the ones that I have on here, rest assured, you know they really know uh their you know what. So this is gonna be a conversation all around leadership, all around culture, and it's gonna lead us in uh to a series that I'm gonna be doing. I'm gonna start talking about employee bonuses and revamping job descriptions, uh, the future of the employee and what that looks like, uh, culture topics and things like that. Now, that's not gonna be the only podcast we do, but I am gonna start a series where we're gonna be mixing in a lot of leadership and culture type topics. So I thought we would kick it off today uh with the Dino Watt guest. Confident you're gonna enjoy it. I hope everyone's doing great out there. We've got a ton of things coming up. I'm gonna be speaking for Invisalign uh twice next week. Uh we have a national webinar and then more of a demographic or regional base, excuse me, webinar. Uh, we've got uh big one uh national webinar with Orthophy coming up on the first Thursday of next month. And I'm gonna do my two million dollar to employ practice presentation. And I can't wait for a lot of people who aren't clients to hear it because so many of our clients are achieving that and uh they're just having the time of their life because their headaches are eliminated. So, anyway, let's have a good one today. Hope you're doing good out there. Before we get started, let's fire up the music.

SPEAKER_00 3:11

Welcome to the new patient group podcast, where doctors, office managers, and other healthcare professionals learn how to thrive in today's competitive marketplace by mastering the business, consumer, and marketing aspects of the practice. If you want to make more money, dominate the competition while working, spending, and stressing less, this podcast is for you. Now your host. He is the leading authority in the new era of practice growth, founder and CEO of New Patient Group, managing partner of WrightChat, speaker and consultant for Align Technology, the makers of Invisalign, author for the Benson Koppel Resource, International Motivational Speaker, Business and Life Coach, Brian Wright.

SPEAKER_02 3:57

Hey everybody, welcome inside the broadcast booth. Hope you're doing great out there. As you all know, we do not do very many guests on this podcast. Uh, I really have to make sure that I believe they know what they're talking about. And needless to say, this guy does. Uh, we had the pleasure of meeting in the past, and we've been trying to get him on the podcast now for quite a while. And Dino Watt is welcomed into the podcast today. How you doing, man?

SPEAKER_01 4:20

I'm awesome, man. Thanks for having me.

SPEAKER_02 4:22

Absolutely. It's our pleasure. And I'm gonna hold up this book. So if you're looking on the video stream over on YouTube channel, you'll see it. Uh, but this is the Practice RX. Uh it's one of the top three books that I am recommending uh right now to business owners in healthcare. And you know, whether you're a chiropractor, you're a dentist or orthodontist, it doesn't matter. You own a business. Uh sure there's little intricacies throughout that you need to customize, certainly. Uh, but this is a great book for all of them. And how you doing, man? You getting through this this COVID crap? Okay.

SPEAKER_01 4:51

I'm getting through great. I'm actually having a blast. Um, you know, I turned to my wife actually the the week of um I had a doctor email me, I think it was a Monday morning, and said, Hey, uh, we need to postpone our call today. The California Dental Association just suggested we all shut our doors. Uh, let's talk in a couple of days. So I was like, okay, within 12 hours, I had like four or five of those different emails. And I turned my wife and I said, Okay, two things are gonna happen right now. The world is changing, so this is what we have to do. Number one, I'm gonna reach out to every single one of my clients and I'm gonna let them know I'm postponing their monthly payment to me so that they can pay their employees because they need to make sure they can keep their employees. This is before there's any talk of PPP or any of that stuff. And number two, I'm gonna give more than I've ever given before. I'm gonna be, I'm gonna just shower people with so much information. I'm gonna connect people, I'm gonna share stuff I've never shared except for our private clients before. And I'm gonna do that because we need to help this industry. And she has looked at me, took a big gulp, and said, Okay. And it's been awesome.

SPEAKER_02 6:03

And it's been great. That's great. Not a lot of business owners. Uh, I don't well, you know, I guess we don't have official stats on this, but just knowing like you do with the amount of business owners we help. I don't think a lot of people think that way. And that's fantastic. I know with ours, we we showered them with our personal attention and added, you know, if they were paying for two webinars a month, we started giving them five or six and nice all over the place, right? And and I think that that that teaches them, right, on the type of culture uh that they should be delivering in some form or fashion to their to their employees, don't you think?

SPEAKER_01 6:33

Oh, absolutely. That's actually one of the things I told everybody as I said, because I did the same thing where I was like, well, we're still doing you know the work, we're still gonna do our webinars. I got all of my clients together on one big webinar, and I said, Look, you guys need to be over-communicating to your patients right now, talking to them and telling them this is hey, no problem. Hey, everybody else is freaking out, but we've always been sterile, everyone's been freaking out, going, but we've always done this, so you're in good hands and you need to reassure, you need to let them know. And the more information overload you can give to them, the better.

SPEAKER_02 7:04

Agree, agree one 1000%. So, what do you see going on out there? I know we just talked about it on your podcast, and you got my perspective, and I want to hear yours. Is you know, with COVID, the future, what are we looking at in your mind, future practice growth, everything that's going on out there?

SPEAKER_01 7:19

Well, here's what's really funny is uh, so I do this analogy that I talk about often where it's the Titanic effect. You know, everybody uh jumped off the Titanic because they're fearful it was gonna it was obviously sinking, and uh they jump in the water and it's freezing cold. So they're screaming and yelling, help me, help me, help me. And then they realize a couple of things. Number one, there's a lot of other people screaming, and number two, they're kind of getting used to the water, right? They don't realize and recognize it's the numbness, but they think, you know, it's not as bad right now. So I'm just gonna like kind of go quiet and wait it out and wait for the light boats to come to me. And that's where most people died. And one of the things that I see happening right now is I, like you, have been, you know, waving the flag of virtual for a very long time. And whether it be guys who just want to dip their toes in the water of, okay, well, you know, you don't have to bring in somebody to do a retainer check. You could do that virtually, right? Let's just start there small ways. And that's where we entered the conversation with a lot of my pay, my uh clients. But now there's this big old smack that's happened happened in everybody's face of like, no, no, no, no, this is for real. You're gonna have to do this if you actually want to stay in business. You're gonna have to go virtual in some form or fashion if you want to go into business. And so people jumped on it. And man, I did my virtual 101 all day long eight hours where I was talking to some of the top providers of virtual in this industry. People were eating it up. I've done my virtual challenge, people eating it up, and then now everyone's back, and people are going back to work, and there's this really interesting sense of oh, okay, so that was a thing when I was drowning that I was screaming and yelling and I was cold. And now I'm back and I've had a great month, and people are really wanting to come in, and all of a sudden they're getting numb and going, well, maybe virtual isn't that big of a deal. And that's a very dangerous place to be. I think it was uh a survey that was just done where uh by 2040, the majority, almost all of our medical and personal um uh services will be some sort of virtual. Now, people think that that's a long ways away. That's 40, 2040, that's 20 years from now. The problem is that survey was done uh pre-COVID. So, in my prediction, move all of those timetables up 10 years.

SPEAKER_02 9:56

I agree with everything you're saying. What I see, and that what you're just talking about, and and all the listeners you know were avid about this, is staying ahead of where everybody else is. Those same people, you know, that are that are now thinking the virtual is no big deal, they're gonna go back to their old ways, they're gonna get it handed to by you know the competition around them that realizes uh you know it's not going away. And there's companies out there that have already proven that people want convenience. It it's here to stay. Uh you know, you've got to figure it out. So, how so when you go in and you teach the virtual, uh, do you teach them how to how to advertise it? You teach them how to convert it, combination of both? Like what moves the needle and how do you help them there?

SPEAKER_01 10:37

Well, my first focus is always going to be the sales focus of it, because I believe no matter what system you have when it comes to advertising and marketing, if you can't convert it, who cares? Right? It's like it doesn't matter whatsoever. So, and the challenge in most industries, we touched on this a bit um on the last uh podcast, is that most people aren't hiring salespeople. And most people want to stay away from the word of salespeople because it you know brings up the image of the used car salesman or I don't want to be pushy and I don't want all this other stuff. And it's fascinating to me because the only way to grow your business, period, is to bring more cash into that business. And if they're not focused on bringing more cash in that business, and by the way, cash doesn't come into your business because you're really nice and you're you have great customer service and because you have specialists have a great product, it comes because you have people who know how to transfer the influence they have and the excitement they have about the product you have to someone else. They know how to be evangelist for you and in such a powerful way that people want to buy. And so if they're not focused on that, then it doesn't really matter what else they do. Now, that process is a before, during, and after process, right? You've got your marketing, which is also a sales process. You've got your director of first impressions, and then your TC, who's in the middle of it, and then there's the after, which is your entire team. I always say there's only two positions in any office. You can say you're an assistant, you can say you're a receptionist, you can say you're a lab tech, whatever. But when it comes down to it, there's two positions. You have your sales team and your sales support team, and that's it. And most doctors, by the way, are not on the sales team.

SPEAKER_02 12:25

And that's uh I I see I see that a lot where a lot of clinicians, and you guys know out there, I mean, you're avid listeners. I mean, this may be your first time hearing this, so it's not meant to be a criticism, but there's more doctors that talk themselves out of the treatment sale than there is a hundred that know how to convert it, and there's all kinds of reasons. And what Dino's talking about, I mean, there's no doubt. I mean, the the the scary listeners, you know this, but if it's again your first time listening, it's important. And actually, Dino, I don't think I talked about this on your on your podcast, is that people are scared of the word sales because they do not know what the definition of sales is. And it's educating in an ethical manner to know how to place more value in what you offer than other places they can spend their money or their time, uh, and things like that. So there's no reason to be scared of the word, and he is exactly 100% correct is that everyone is in a sales position. And you're right, there's two different types of sales. You got to sell them digitally to get the call to happen, and then from there the whole process has got to happen internally. Agree, a thousand, a thousand percent.

SPEAKER_01 13:23

You mentioned on the on the last on the on my show that we were talking about like people, there's there's so much advertising going on on a consistent basis, marketing to your consumer for everything. And I find it, I didn't bring this up on the show. I thought it was fascinating that I always love when I go into offices and they're showing on their TV, like the home and garden network or HGTV or whatever, or a cooking show or whatever. And I'm like, you don't understand that they're in your magazine, if you will, and yet you're advertising someone else's product for them to be sitting there going, oh yeah, maybe I should buy a car. Well, the moment they think maybe I should buy a car or a new oven or maybe I should cook something else, that is money that is that advertising is winning and taking out of your pocket because you're not advertising your stuff while they're sitting in your magazine or your television, if you will, your commercial. And I think it's interesting that we're now in a place where there's so much virtual that can be used at a very low cost. Like the entry level for us to advertise our businesses nowadays is insanely small compared to what it was before. And people aren't really capitalizing on that the way that they should.

SPEAKER_02 14:41

This is why we don't have a lot of guests on here, is it's hard to get people with this mindset. And the fact, you know, we we teach the waiting room marketing program, right? And that's one of them is eliminating. Oh, yeah. Awesome. Same thing. I mean, you have to eliminate your competition from your waiting room, and people don't. It's exactly the you know, magazine with a car, Oprah Winfrey's necklace, or some some dress. Well, bam. It doesn't mean that you can't still start on that day or they won't start treatment if you're a dental practice out of hygiene if necessary. It doesn't mean that won't happen, but but it's all about uh increasing your chances via every touch point is instead of decreasing your chances, and that just is another way to decrease your chance if they're they're sitting there reading your competition. I I agree a hundred percent.

SPEAKER_01 15:21

Well, when somebody goes into my business, right? My objective, let's just say I'm Disneyland. You know, anybody's ever met Disneyland before, you walk in and everything that you see from the moment you buy that ticket, actually from the moment you park your car, is advertising buy more Disney, buy more Disney, buy more Disney. They don't sit there and say, Hey, you know what, if you'd like to take a break and would like to talk about how you could buy more Knott's berry farm or how you could might possibly go out to this other restaurant. No, they want you to buy everything Disney. So your business is your opportunity the moment they walk in to actually promote your culture, promote who you are and what you do, and to have them buy more of what you have. That's that's just business one-on-one, in my opinion.

SPEAKER_02 16:08

It seems simple, but really, if you went into most businesses, they have magazines sitting in their area. So I always say what what seems common sense is definitely not in business. Uh you know, there's no doubt about it. So we're talking about COVID, we're talking about marketing internally, you know, digitally, all that good stuff. If there were three things off the top of your mind that you could give advice to, let's say you you brought aboard a new client today. What are the very first three things that you would try to get installed in that business, or just any business for that matter, that you think are at the top of the list right now?

SPEAKER_01 16:44

Well, it's actually kind of an easy question because it's the three things I do with every single one of my clients when I first get them on board. And uh, I tell my doctors, look, my job is not to give them another job, but my job is to help them how learn how to delegate jobs out well enough to where they can succeed. But no one follows anyone who doesn't have the right vision for what they want. I think the most important question we can ask anybody, including ourselves in life, is what do I want? And really being clear on that, what I want, not oh, I want to make a lot of money or oh, I want a good practice, is no, what do you want? And so the first thing I do is I actually narrow down and get clear on their vision, which is a vision that has to be relatable and retellable. Most people go into their big, huge, you know, mission statements or their thing that they did one time at that one event and they put it on a placard on a wall and they haven't seen it in six years, or they walk by it every day but don't notice it. But a vision that people are gonna follow is a vision like the happiest place on earth. That's what I want to do. I want to create the happiest place on earth. Well, that's relatable, retellable, right? Right. If you want to be a part of the happiest place on earth, and if you want to tell people about it, it's pretty simple to do. I actually go far as far back as Moses, right? And say, like, okay, well, Moses said I want to help people get to the promised land. It's a pretty relatable, retellable vision. So that's the first thing I have people do. The second is to really understand what their expectations are, or a lot of people call them their core values. But I think most people don't really understand what core values are, and they again use it as an exercise of, you know, no, integrity and honesty and great customer service. And I always kind of laugh at that because I think well, what business out there doesn't say that? Like, show me the business that's like, okay, we're not cool with honesty and integrity. Forget that. That sucks, you know. Now there might be businesses that you've run into and you've dealt with before that don't have good honesty and don't have good integrity, but no one's gonna go into business saying that.

SPEAKER_02 18:45

Right. No customer service. We we hate it.

SPEAKER_01 18:48

Right, forget that stuff, you know. Um, there's actually a restaurant, I think it's in California, where they do that as a joke, like the waitresses are super rude, and but it's fun and it's part of their culture, right? Because you know you go there, you're gonna get bashed on because it's the fun part of it, right? But in general, you just don't do that. So finding core values that are actually real, that are that people can actually relate to, that people want to proselytize for you. And then lastly, is understanding how to support people and truly understand that people have different support styles. Uh, you want to find people who can support you at a higher level and that you can support them at a higher level, going beyond the business. I think the most important thing that's missing a lot and a lot of you know consulting. I don't really consider myself a consultant, I call myself an advisor because I'd rather advise you on stuff and walk you through and ask you questions. Like I don't walk in and say, hey, that person needs to be fired or whatever. I say, why are you allowing that? Because I don't know if they've got pictures that you know you don't want released out to the public, right? I don't know that stuff. So I need to know why you're allowing that. Why are you okay with that insubordination? Why are you okay with that person not you know calling on on Friday to say, hey, by the way, I'm gonna have to be gone all next week because of something happened, right? Right. Um, so you have to learn how to support people and ask and share with them and actually train them on how to support you. So when it comes to the top three things for me, those are always it. And any business, it doesn't matter what business you're in.

SPEAKER_02 20:22

How long is too long for a vision? So if it needs to be memorable, repeatable, how long is too long?

SPEAKER_01 20:31

Yeah, it's a great question because there's people who conflate the two things. And I think it's because we've been in this uh, there's so much information out there when it comes to mission statements and all stuff. You can have a mission that actually is a paragraph or whatever, right? We want this to do that, to create this, all that great. But I believe that your vision should be something that if I were to say, Hey Brian, um, if I were to go to any one of your team members and say, What's the vision for new patient group? And they can go, man, we believe that everything is marketing and there's nothing more important than culture to move the world forward. I'm making it up. I don't know what it is. Uh, but that they actually can say it off the top of their head. So if it's something that they can't just come up with on top of their head, right? People who like my team members, for example, they know that my vision, my focus is to reverse the direction of divorce, addiction, and suicide amongst private practice owners. That's it. Like they know that. There's a secondary part that if they're really, you know, wanting to go get the bonus points from Dino, they'll say. But that piece is what's so important. And it's not a tagline, right? It's uh, this is what we're doing. And so everything then becomes that's the nucleus out of everything else that we do when we create our core values. My core values are based around helping people reverse the direction of divorce, addiction, and suicide amongst private practice owners. It's just it, it's a part of it. So it's not like, hey guys, what what's the vision again? What were we? Focusing on is what we breathe, right?

SPEAKER_02 22:02

So as far as core value, you're 100% right on core values, integrity, customer service, honesty, whatever. You could pretty much could name all everyone's core values, right? How do you teach them or what are some in your mind that would involve that would go under core values that makes you unique that can actually move the growth needle forward as far as the core values go?

SPEAKER_01 22:29

Yeah. So for example, let's take honesty, right? That's an easy one. And I do this experiment when I speak, you know, I do my keynotes and I'll be like, okay, you guys, if I'm especially I'm talking to doctors or any type of business owner, I'll say, raise your hand, or sometimes I'll have them stand up. If your core value is honesty, if you're well, first of all, I'll say this raise your hand if you have core values, first of all.

SPEAKER_02 22:51

Your employees know.

SPEAKER_01 22:53

Right, exactly. Um, but then I'll say raise your hand if it has honesty, integrity, whatever. And by the time I get through honesty, integrity, and customer service, 99% of the people are standing up or raising their hand. And so I say, now look around you. If everyone else has the exact same core value, how do your patients or clients know to pick you over them? It's not a differentiator, it has to be. So, how do you differentiate it? I'll take honesty as one because one that I personally need to have in my own marriage. My wife and I created this a long time ago. It's that I have never promised my wife I'd be honest with her. That was kind of assumed when I got on the knee and I asked her to marry me. I didn't have to say, by the way, this means I will be honest with you. You got that? What I did do though is we both did is we promised radical transparency to each other. So in a business, what I often talk about is okay, if you're going to take radical radical transparency, even if it makes us look bad. So if you're willing to do that, and you have to be willing to, right? You can't just be lip service, but if you're willing to be like, dude, I'll give a perfect example of this because it's so fresh. So I recently um had a client that I did a quick four sessions with he and his team members. He hired me because everybody was separated from COVID and he wanted some team building stuff. And uh I did it and I did the four, and I did what I've done for multiple clients who have hired me over the last two months who just wanted to keep that team unity because they're all separated. And so I do this four specific sessions, it's a lot of fun, it creates that team bonding. So I sent out the email afterwards and said, Hey, that was fun. How else can I serve you? Blah, blah, blah. And he wrote back saying, actually, Dino, um, I appreciated what we did, but that wasn't what I wanted at all. I wanted something completely different. I was hoping for we're already back to work. I want to know this, these things. He was on some of my webinars, he compared that to what I did. To which I was like, dude, I am totally my bad. I was playing a completely different game than you were. I and I feel bad that we didn't have this conversation in week two or three. So that's on me. My bad. What can I do to make this better? For me, that's for me, radical transparency isn't about going like, well, you know, I did what I said I would deliver. It was like, oh, there was not a service that was provided that you thought was going to happen there. I was in the wrong, I will make this better. I'm gonna do that because that's who I am, right? It's not about the right thing to do, even it's just who I am. So you could take that. You could take people who say, Oh, we give great customer service. Well, what about instead of being great customer service, what if you're dedicated to being the best part of your patient's day?

SPEAKER_02 25:42

Right.

SPEAKER_01 25:43

Well, well, now if you do that, there's a new conversation. The reason why I'm so passionate about core values is this, Brian. If I say to you, if you're my employee and I say, Hey, Brian, you know, one of our core values is honesty. And the way that you approach that person, you had that conversation, I don't really think it was quite super honest. I've just made a judgment to Brian. Now, Brian's immediate reaction is gotta be like, What the hell are you talking about, man? Of course it was like there's immediate pushback. However, if I were to go to you and our core value was radical transparency, and I were to say, Hey Brian, you know, during that conversation you had with them, how could we have been more radically transparent with them? Because that's one of our core values. Now all of a sudden we have a conversation and we have a discussion, and that changes everything in night and day night and day.

SPEAKER_02 26:31

I could not agree. That is that is awesome. I mean, what well well said. So do you believe in them having a vision, or do you believe in them having core values? And then I believe you called it. Did you call it something else other than a vision that we were talking about? You you said a mission statement's basically not needed, right? In your mind?

SPEAKER_01 26:52

Not that it's not needed, it's that they're two separate things. I think people conflate the two, they they put them together. So I absolutely I think the vision is the thing, and then you have your your mission statement below it, because the mission statement is like when somebody if you don't understand what I mean by uh I want to reverse the direction of a divorce addiction and suicide amongst private practice owners, I'd be shocked that you didn't understand that I was talking about. But if you want to know more about it and really more about me and about what the the big goal vision is, or the big goal, uh the big goal is, then that's where the mission statement comes into play. The core values back that up on a daily basis. So I'll go back to the Noah or the um uh not Noah, wrong guy. Uh the the uh what did I say, the golden that the the plates, the uh um this was just a few minutes ago, wasn't it?

SPEAKER_02 27:47

Uh I literally just said Moses.

SPEAKER_01 27:49

Okay, yes, I was I was gonna say Abraham. I was gonna go through all the problems.

SPEAKER_02 27:55

This will be a new religious podcast.

SPEAKER_01 27:58

So back to the Moses idea, right? His his vision of the promised land. What did he do? He created core values or he got core values, right? The Ten Commandments. How do we get there? We do this, but what he had to do is oftentimes people, because people are people, they got off the rails, right? And they went off. And he is he turns around, he's like, You guys, seriously, what's the deal? You say you want to go to promised land. Okay, I gotta actually give you more commandments, I gotta tell you exactly what to do. I gotta tell you what this means. Well, that's what your mission statement is. What does it mean that you want to go here? How can I get involved with that? And by the way, I think every team member needs to not only have them known to them, but they should be memorized.

SPEAKER_02 28:42

No doubt.

SPEAKER_01 28:42

They should be, I were to come to you and say, what are your core values? That they go, oh, it's this, this, this, and this. And I've only had one office I've ever been to in the past decade that everybody had to memorize it was because they talk about them every single day.

SPEAKER_02 28:58

Well, that's where you know, helping entrepreneurs all over the world for many years, one of the things I've taught them all is that every famous company that you go into, they know the core values, they know the why, the vision, the mission. They could repeat them like a Bible. Uh, and every non-famous company for the most part, that's what I've run into too. I've come not just in healthcare, I've come in 20 years, one business in 20 years, and it wasn't even in healthcare that could repeat all of those things. And occasionally you get one that know it better than others, you know, but a lot of them it goes back to, well, yeah, I I think we're big on customer service and honesty. Yeah. And that's kind of the response, which means you might as well not have them because they're not helping you.

SPEAKER_01 29:37

Yeah. I I I personally believe I I know if I maybe it's just Dino Land, but I personally believe that if you have the right vision and the right core values, you really don't need a huge playbook in your office. Like you don't need the huge manuals of how do we do this and how do we do that? Because if everything's based upon the core values and you're talking about them on a consistent basis and you are training based upon those, you're making decisions based upon. I mean, you're so good at the marketing side of things. How how much better does it make the decision on where you're gonna market, how you're gonna market, when you know that your core values are leading that conversation?

SPEAKER_02 30:19

It's huge. It's everything.

SPEAKER_01 30:20

It's huge.

SPEAKER_02 30:21

Yeah, because I mean you could go out and seek training to make you better at those core values. That that's the other end. And that that's the focus and that's your passion. And the organic, the the numbers are gonna increase uh, you know, just more than probably you could ever imagine them if you got training to try to help with the numbers. I mean, that that's the I think the real entrepreneur focus, right? Is around the right things, which is what we're talking about. And that's how you grow your own business, other people's, and and things like that. What is what is your biggest hurdle? You go in and your focus on leadership, the culture, some team building. What is the biggest hurdle or some of the biggest hurdles that you that you see that become a challenge to get what you're trying to do implemented? And then and then teach the listeners how they can overcome that because that may be them.

SPEAKER_01 31:05

It's the gray matter between your ears, is the biggest hurdle.

SPEAKER_02 31:09

Yep.

SPEAKER_01 31:09

It's the mindset, it's people. So when I first go into any office, I tell the team members, look, my my goal, my job is not to make you a better employee. I think that sounds so boring, and I'm just I have no patience to try to make somebody a better employee. But what I am focused on is making you elevate your life outside of this office. Because if I can help you and show you that the every principle I teach you inside of this business, whether it be vision, core values, anything whatsoever, culture in your own home. If I can show you how that affects you outside of the office, you're gonna elevate your life, you're gonna elevate your, you're gonna be a better spouse, you're gonna be a better child, you're gonna be a better friend, you're gonna be a better citizen, and then you're automatically gonna bring that inside of here. But the challenge is that we are so brainwashed with negativity, with I can't, with feelings of inferiority, that to tell somebody, you know, you you can do this, you can make more money, you can communicate better, you can have a better marriage, you can have more than than you have right now in your life, that's really a challenge. And so I do that through humor, I do that through positivity. And so people that are listening to this right now, if they recognize, because you hear it too, you have doctors who come to you and say, you know, man, I'm just really not the greatest leader, or I don't communicate well. It's like, okay, but it's a learned behavior, right? Like everything's learnable. You can learn it. You're you might not become an NBA superstar, but you can learn how to shoot a really good three-pointer.

SPEAKER_02 32:43

Right.

SPEAKER_01 32:44

You just have to learn it. And so it's a matter of first recognizing, because nothing changes until we recognize it, but recognizing what is holding you back, what is the mindset that's holding you back? Do you have money issues? You know, are you somebody who just has some real bad belief systems around money? And even though you're making a million dollars a year, you're still in debt two million, like and you have no savings. It's look, it's one of the things that when we were talking earlier about what I was able to do for my clients. Thank goodness that I grew up super poor. I grew up with no money, I grew up with a terrible mindset around money. I used to think that money was incredibly difficult to get. And thank goodness that I've done work over the last five, six, seven years on myself about that. And my wife and I have had a savings enough and but we're in a position to say, yeah, I'm gonna cut off all my clients from their payments.

unknown 33:39

Right.

SPEAKER_01 33:39

Because I I can't do it forever, but because I was in that position, and it was only because I had the mindset to do that, every single one of you, if you have an issue with the value, oh, that's a huge one, right? The value that you give, especially in the ortho world. We live in a world where an industry where when I got braces when I was 12 years old, or yeah, I was about 12 years old, so that's what 35, 37 years ago. No, 35 years ago. Um, my mom's investment was $3,800. Okay. I know that because my mom and dad fought about that fee every single month because they were divorced, and I was the kid who my parents fought about because one of them had to pay it. How much has that risen in the past what 30 some odd years? Like that's incredibly ridiculous. That still people can get braces for a little bit more than that today.

SPEAKER_02 34:39

Right.

SPEAKER_01 34:39

But there are offices out there that are charging five thousand dollars for, but my point is that it's a value problem, right? The industry in general is saying the value of what you do that is this amount. And so when I'm an a TC sitting across from somebody and I have I have mental issues around uh psychological issues around money, I don't see the value of it, or I'm a doctor of that. Oh, now I'm gonna say that you're gonna pay me 10 grand for that. No, I can't do that because not because I'm not valued in it, not because I'm not worth it, not because the product's not amazing, not because my schooling wasn't X, Y, or Z. It's because I have a problem right here in my mindset.

SPEAKER_02 35:17

I could not agree more with this. A lot of what he's talking about, everybody, is it's life coaching. I mean, we talk about all the time where first of all, you don't know humans if you one of those people that say, Hey, leave your personal problems at the door. You you have no human understanding of the brain because if if if Betty is fighting with her husband and then she shows up to your office and is supposed to provide a unique experience to the patients, uh, she might be able to hide it a little, but it is going to affect her job performance in some form or fashion. If she has money issues, it's gonna you get the point. But what he's talking about, so many of the employees have become stuck from what we see where they're in an hourly paid position. And that's another reason why the doctor out there, you shouldn't bonus on production or talk about you needing more because it doesn't motivate the hourly paid employee, it doesn't in the scheme of things make very much to begin with. Like they're there are problems with money at a whole another different level for different reasons than than yours are as a clinician. So don't even mention money in your office, is my opinion. But if if you aren't giving the employees the real world life skill set, then they are gonna lose opportunities for you. But your job as a leader is to give them those things, they should be improving their life all the time. So I think that's great that you view it that way because too many consultants. I got asked this on the on the in your face podcast last week is that you know, they asked a question, something about do you come in and fire everybody? Because that's a perception of consultants and things like that. Like, oh, it's the opposite. Like, I I I I wish politicians would talk more like this, and I wish people of leadership would motivate people that maybe maybe they don't have money today. They try to make them a victim when the reality is is those people can be anything they want to become if they do the right thing. So I think it's amazing that you that you teach them that skill set because we're we're big on that.

SPEAKER_01 37:01

I think that um one of the challenges that become has become in this industry is there's so much focus on how to do something. And we all hear this, you know, why, why are you doing what's your why? I get it, totally understand, and I love that. And you need to really understand the innate like motivator inside of your body, inside of your soul that gets you up every single day. And once you understand that, then you can help spread that to the people that you're working with. And I believe that there's not enough focus on the tip of the spear, which is the doc. Like we have systems and processes for how to answer the phones and how to get people into our office and how to close deals. But man, you're the leader. Like I don't want to follow the weak guy. I don't want to follow the weak gal. I want to follow the person who's like willing to say, I don't have a clue what the hell I'm doing right now, right? But I know I'm gonna figure it out. And your mindset is the most important thing that you can have in your business. You you know this because you've seen this, and I see it all. It's it's fascinating as a case study to look at the practices that have a lot of the equal opportunity in front of them, right? Like they went to the good school, they um they have the same amount of maybe people in their office or whatever. They have if you want to look at location and population, all that stuff. It let's just make that equal. One person will thrive and kill it and and just be amazing in their business, and the other person will sit and complain about why they're not successful. And it's like I tell people all the time, look, the stuff I teach you, it's the same for you. As I I'm not, I'm not holding stuff back, right? Like, I'm gonna give you everything I got to everybody, but not everybody's results are always gonna be the same because you're either gonna swim, you're gonna run, you're gonna walk, you're gonna do something, like you're you're gonna decide to do that on your own, but it's all the same stuff. We all have that same opportunity right in front of us.

SPEAKER_02 39:07

Well, Dino, it's like the you know, the baseball analogy. Obviously, with the the baseballs back here, I'll throw this out. But it's you know, if you have a great coach, they go in and help, you know, five of the same players in the same exact way. The players are actually gonna have to hit the game, and one may hit 350 and the other may hit 220. I mean, it's just the reality of the situation because in the end, it's up to you, not not the coach, not the consultant, not the marketing. It's up to you, and that's every individual in life, is it's up to you to make something out of your life and not up to somebody else. You know, it's just a reality. So I mean, I I love I love that you teach that. Have you seen I I'm I'm curious, I I see this, and I see this more and more because I believe we lived in this victim society, right? Like it used to be a time in this country where people that were prosperous were looked up to, and people that weren't maybe as prosperous, they would seek help. How do I get you know together that skill set, blah, blah, blah. Now it's almost like you owe me something if you're at that prosperous level. And I see this more and more now with the hourly employee inside the practices. They are actually mad is not the right word, we'll put jealous, or they think that the doctor owes them something because the doctor may be in a good financial position. And for all they know, they think that the doctor's in a good financial position, but in reality, you know, they may have two million of debt coming out of school type deal. But that that for us is a a challenge we run into occasionally where the team member just doesn't feel like they need to work harder because they're, you know, maybe they're not getting paid to role play, or you know, it's becoming a bigger and bigger challenge with this new economy skill set or mindset that's out there. Do you run into that? If you do, you know, how do you overcome that?

SPEAKER_01 40:43

It's funny, Brian, because you mentioned on my show about how sometimes doctors should, you know, reward their their team members or even like get them together and say, like, hey, let's read a book together, let's all like get involved and read this book. And I absolutely 100% agree. And I know then you've also run into the doctors who are like, Well, do I have to pay them over time? And these guys won't do they won't do it unless you know, I did. I'm like, what are you talking about? You're you're bettering their life, you're giving them an opportunity to enhance their skill set, and that's the pay, like that's the reward, right? But it's just a different mindset. Um, yeah, we run into that quite a bit, and the reason is because um we've we've cultivated a society of not understanding their money mindset and their money blueprint. And I come to that conversation totally guilty of this. So I grew up in a in a place where my mom literally told us that if there were rich people in our area, the guy at church was wealthier than whatever, they were crooks. That was the word she used. They were crooks. I grew up knowing everybody who was wealthy and had money was a crook. And here's a problem I don't want to be a crook. So my brain can't allow me to become wealthy because that would I'm a crook. So that being embedded into me was something that I had to overcome and learn. Whereas most people aren't getting that education. So you've got these team members who are getting in there, doing their job, accepting the fact that they're making their, you know, 15, 20 bucks an hour, they're never going to get ahead, and it's everybody else's fault except for because again, I talked about this at the very beginning, right? Everything in society is saying it's not your fault, right? Someone else's problem. And look, we can go into all sorts of, you know, whatever uh privileges and opportunities people have, but the fact of the matter is, is that your job, I believe, is a leader in your business, when you hung up that shingle, right? And you put Dr. So-and-so above a door and you said I was going to be a business owner, you took on a greater responsibility than just making the money and growing the business. You took on the responsibility of teaching people how to overcome their mindset, how to grow beyond working for you, if that's necessary, how to want more in their life, how to think better. And that's part of leadership because leadership isn't uh siloed. If you're gonna be a leader, you're gonna be a leader for all things. Uh, you know, I started in this industry in marriage stuff. I helped business owners who are successful have better marriages by taking the business principles they do in their business because they're successful and putting them into their marriage. That's cool. And I would say to them, I would say to them, look, if you are holding your shingle up, you have a responsibility to teach people how to have an amazing marriage. You need have a responsibility to teach people how to be a better communicator. And the only way it's gonna happen is if you're willing to learn that too.

SPEAKER_02 43:41

That is a fantastic point. All this really goes in, everybody, it just re-emphasizes why the better business is beating the the better clinician. Uh it's a hard job now. I mean, it's always been hard, but it's harder, and it's only gonna become harder in this new economy. And if you have employees that have that mindset, it's going to hold you back. From being the even the clinician, I mean, I don't care what anybody says, it's gonna hold back your clinical skills. If in your mind, you know, you have eight team members that are driving you nuts, uh, and you're trying to do a crown, right? Or you're trying to put on whatever it might be, it's going to affect every aspect of how you function from a clinical and a business owner standpoint. So I just love that you just touch on all those topics. So tell me why'd you become an entrepreneur? Why are you helping people?

SPEAKER_01 44:28

Uh, because I was the kid that sat in class and was like, I could never sit in a desk in a cubicle all day long and do this. This is crazy. Um, I I you know, I I unluckily had I had parents who were side entrepreneurs, like they had a hustle. My mom had her own craft store, and my dad, he was a police officer, but he had you know, he built spec homes and did you know things on the side. Okay, oddly enough, they think what I do is nuts right now. They have no idea why I don't want to be an entrepreneur because they fell back into the oh wait, wait, we got burned so much, let's go to security, right? And so we got into that space. But um I'm the uh I when I was starting out in my career, I started actually in the in the um ortho, not in the ortho industry, the movie industry. I was actually um I I did a lot of weird stuff in the movie industry in Hollywood, and you know, I was a makeup artist for a while. I produced a TV show that we sold and all this other stuff, and uh, I built a couple of businesses that were somebody else's business that I came in and I turned around and I went, hmm, I want to do this on my own. And when I thought about doing that, I thought, what do I really want to do? And I'm super passionate about relationships, I'm super passionate about especially marriages and keeping families together, obviously coming from a broken home. A lot of it comes from that, right? And what I noticed was there were a lot of people who were running great businesses, but when it comes, one of my favorite quotes in the world is no success outside the home can compensate for failure inside of it. And I saw that happening a lot to some of my friends and people that I knew that I really cared about. And I was like, man, like how is that you're successful in business? You can run people and you can do all this stuff, but you can't have a great relationship. So I became passionate about that. And a friend of mine, Scott Law from Smile Doctors, he uh and I did a lot of work together. And he said, you know, I want to you know blow this business up. I want to do some amazing things, and I can't do that unless I have a strong marriage. Well, I told him, but Scott, here's the problem. Uh, marriage is a magnifier. All the little things that you like let go of when you were first dating and stuff, and now are blown up because you're married.

SPEAKER_02 46:43

Very true.

SPEAKER_01 46:44

Business is a magnifier. And the bigger you go in business, the stronger or the more apparent your weaknesses are gonna be. So if you're a bad communicator in your relationship, you're gonna be a bad communicator as a boss. If you're a bad organizer, I love how you talked about uh before we talked about uh block time, right? If you're a bad scheduler of your time, you're gonna be even worse when it gets bigger. So I started seeing that and talking to him about that. And he went, Dino, my colleagues are in the same boat. Like all of my buddies, we don't learn anything about business. He's an entrepreneur at heart, he always has been, but that's like three percent of the population. He's like, you could really help out these guys in this industry um if you just gave them those systems as well on how they could be better leaders, and that's kind of how it all rolled in.

SPEAKER_02 47:34

That's fantastic. Uh, I'm obsessed with being an entrepreneur because we help people, and I know you are too. So I love hearing the stories. There's always a good seems like there's always a good background story on how people get into things. From what I've noticed, and it's probably not a hundred percent across the board, but it is for from my experiences, is that the people that end up being the best in an industry had no prior experience with that industry whenever they got in it. They they saw kind of like you described, they they see things from a totally different perspective uh than the people within the doors. And that could be for a restaurant, a practice, whatever. And I think that's what you just described.

SPEAKER_01 48:09

It's so true. Like, I I actually have a uh article I did years ago, and it's uh about how if you look at most industries, they were shifted because they looked outside the industry. You can go way back to like, you know, uh fast food restaurants shifted because that the um AW Rootbeer guys saw what was happening with gas stations. Oh, drive up, get what you need, and drive away. Oh, that's interesting, right? You look at go all the way back to Ford with the meat, you know, factories and and the assembly lines. Like, if you look outside of your industry, and that's where when you first spoke and I was watching you speak, I was like, like almost finally, because nothing against nothing at all. I have great friends who are consultants in the industry at all. And there's a place for it for sure, where when you have somebody who's grown up in the industry and they've worked every position in the office, they have a different perspective. That's awesome. But what they don't have is the outside perspective, they don't have the ability to walk in. And this is where I first I remember walking in my very first office, it's office and going, wow, this is amazing. And are you noticing that? And are you seeing that? And he's like, Nope, I don't know what you're talking about. And I'm like, it's just different perspective. I use this analogy quite a bit that you know, Tiger Woods has three different coaches, and none of them have ever won a PGA tour. And there's a benefit of that, which is that they're seeing it from the I would love to win. Right, they're seeing it from a different perspective that Tiger needs because he can't breathe his own breath, right?

SPEAKER_02 49:47

Right.

SPEAKER_01 49:48

He's called his own breath, right? So yeah.

SPEAKER_02 49:51

Well, it it couldn't be. That's why a lot of coaches, period, in all sports, rarely do you come across a superstar athlete that becomes a great coach. Most of the great coaches either barely made it to the NBA, played in the minors, never made it to the majors, you know, in baseball. Uh, you know, they're they're much more of a role player because you have to be better at relating to all personalities across the board uh when you're in that situation. So no, I I think those are those are great points. Um so three things you don't have to do three, but three things off the top of your head that you want to leave people with today, and then I'm gonna tell everybody how you can find this gentleman. Uh, three things, do you know, that you want to tell the audience that they need to do today and moving forward the rest of their career.

SPEAKER_01 50:31

Cool. Um, I'll actually try to keep them as in alignment of what I know you guys do at New Patient Group as well. And that's I I I failed to finish that thought is that when I first saw you and I went, oh my gosh, somebody else gets it. Like it just made me go, okay. I don't feel like I'm in my own little echo chamber anymore. Like, there's other people who are speaking this. But I'll tell you the first one absolutely you're gonna be hard pressed to convince me at all against this. Is your culture is king?

unknown 50:59

Yep.

SPEAKER_01 50:59

If you don't have the right culture, if you don't know how to create that culture, you will fail. And I don't care, we've mentioned this before, McDonald's, right? Terrible product, amazing culture, right? Uh uh, jewel uh electric cigarettes, terrible product. They're creating a culture, they've got a whole culture around them. You have to understand that culture is king. Uh, number two, relationships, relationships, relationships. Um, I have the saying that I use all the time, just because I believe it's so true, is that everything I've ever received up to this moment in my life, you and I talking right here on this podcast, is due to a relationship that I've created and cultivated.

unknown 51:41

Yep.

SPEAKER_01 51:41

And everything I will ever receive from this moment forward will be from a relationship that I create and cultivate.

SPEAKER_02 51:49

Agreed.

SPEAKER_01 51:49

So docs, like really, and that doesn't mean that you have to be a pushover. That doesn't mean you have to be, you know, I hear this all the time, want to be a nice guy. Yeah, you need to be a nice guy for sure. But that doesn't mean you have to be taken advantage of. You have to love people enough to let them go. You have to love people enough. I use this analogy a lot that you know, if you walk into your office and you see uh Sally, made up name there, Sally, right? And she says, Hi, Doctor, and you say, Hi, Doctor, uh, you say, hi, Sally, and in your head you think, man, I wish you'd quit. You are out of your integrity. It's not Sally's fault. You need to have that relationship with yourself enough to let them go. And then lastly, is this is that I believe that every single person out there will be more successful if they realize the importance of not being able to see your own swing, just what we just talked about. Getting that outside person perspective. You say this on stage, I say this on stage. I don't care if it's me or someone else, but get recognized that you can't see what you can't see.

SPEAKER_02 52:56

And that's what you mean. I mean, when I told you the story of Robert Stewart when I was on your podcast, and then that was our very first new patient group client. That that's inevitable, and I'll never forget it, is walking in there, whether it be pictures crooked, whether it be the fact that you know the doctor degrees were kind of where all of them are, which places no value on them. Uh how the front desk, I mean, the last place you'd ever want to answer a phone is sitting up front, and that's where they all do it. Like the list goes on and on and on about things I was like, have you ever seen that or that? And when they switched those things, they started growing like crazy. And none of them had anything to do with dentistry. Like, that's to say the story. I mean, I my my listeners pretty much all know the story, but I didn't know a thing about the inner workings of the dental practice. And that guy's the best year ever. Yeah, it absolutely works. Well, well, tell us, Dino, where can we find you? Where can we learn more about you?

SPEAKER_01 53:46

Yeah, well, you can find me at dinowatt.com. It's d-in o w t t no s dot com. Uh, you can reach out to me at dino at dinowatt.com. And uh, I really appreciate it that you did this because I do this on my podcast too. On my podcast, you gave out your phone number to everybody. I do the same thing, I think it's so important. And so people can reach out to me at 801-580-9290. And that's my personal sale. Um, I probably will not answer your voicemail, but if you text me, I'm gonna I'll I'll text you back.

SPEAKER_02 54:17

I'm I'm the same way. I'm I'm I'm a texter, no, no doubt about it. I I think that you're like me in that no no matter how successful the company, how big the company gets, you still want to be a part of your clients, and I'm a big part of that, whether it be the sales process, whether it be every individual client, no matter what service they have, my mind is on their business uh in a multitude of ways. And and you know, you giving out your cell phone number, most people won't do that, and and I do it like I did on your podcast as well. So I think the listeners appreciate that. I know you do. Uh anything you want to leave the listeners with before we before we wrap it up?

SPEAKER_01 54:51

You know, I I just really appreciate the opportunity to to talk with you. As you said, we've been trying to put this together for a while, and you know, great minds think alike, like they say, right? And we could be sitting here in our own confirmation bias all day long. But the fact of the matter is, is that the the the evidence doesn't lie, you know, facts don't care about your feelings to steal a quote there, right? That if you don't have what you want in your business, there's a way to get it. Reach out to Brian. You guys are all here because you know how important and valuable they are. Find the people that you jive with the most and uh and and suck it up for us with. We are in a great time. I'm so excited about where we are in this industry right now. I'm so excited about the possibilities because evolution is gonna happen. And I I say this often that you can either accept the evolution that's happening or you will be relegated to being part of its history.

SPEAKER_02 55:44

That's a great, a great line. I'm gonna try to take that and snip that into a video and start blasting it on social media. This is what Dino Watt says. And that's fantastic. Well, thanks for joining us, man. Like I told everyone, we don't do guests on here very often. I am honored. So, I mean, you you were great. I know the I know the listeners loved it. So uh thanks, man, and we'll uh talk and see you soon.

SPEAKER_01 56:05

I'm ready, Matt. Thank you.

SPEAKER_02 56:06

All right, bye, everybody.