This weekend was Father’s Day in Australia… so I did what all good dads do on special occasions… I took my boys guitar shopping. We went to a high-end guitar shop and the boys spent hours wandering the racks and trying out a bunch of really nice axes.
We also took a friend of mine, another dad from my son’s class, who is a highly successful professional musician. He patiently educated the boys on the finer points of choosing the perfect guitar (and then shredding with it!)
Between the two of us we dropped over 2K in the store (they gave us an awesome deal) and walked out with some very happy boys. Perhaps the funniest moment of the whole adventure was when Anthony, the guitar salesman, nearly wet his pants laughing at a comment Jodie made.
He was giving us a hard time about not understanding how Father’s Day works…
“Aren’t they meant to be buying you stuff today instead of the other way around?”
When Jodie replied…
“Yeah, well, our boys are all short so they’re going to have to be great musicians to get girls.”
Apparently that comment made Anthony’s day (I’m pretty sure he’s a great musician himself.)
It also got me thinking about a simple truth that applies whether you’re in the school playground or running a business in an ever-more-noisy world.
In order to be successful, you must stand out from the crowd.
There may be taller kids than my son, but I bet there aren’t many 11-year-olds out there who’ve mastered the solo from Master of Puppets by Metallica!
Whilst that’s a great strategy for him, and I’m fully on board with it, when it comes to running a great chiropractic business, it’s going to take more than guitar chops!
Being amazing at what you do is essential… but in today’s world it’s not enough on its own. It doesn’t matter how skilled or committed you are if you’re the world’s best kept secret. Every chiropractor I know wants to be excellent… so they can help more people.
We all want to have an impact.
And that means you need to be able to tell your story. In a way that’s clear, compelling, and immediately identifies you as unique and different. It must position you as the obvious choice for someone in need of your services.
Someone I know who is a black belt at this is author Ryan Levesque. He’s spent years helping businesses, authors and creatives answer the question:
Why should someone choose YOU when they have almost endless alternatives?
His answer involves becoming what he calls a CATEGORY OF ONE
And I’ve convinced Ryan to personally teach this powerful framework to our BBO doctors.
I first came across Ryan many years ago through his first bestselling book, Ask.
In fact, I just uncovered my copy of it recently as I was packing to move house. I snapped a pic to send to him…
And yes, if you’re wondering, I packed and carried every one of the books you can see in that photo… 42 boxes of books. Although I do sometimes read digital versions these days as I travel so much, there’s something you just can’t replace about holding a physical book in your hand.
It does suck when you move house though!
Ryan has written two #1 National Best-sellers, is a 7-time Inc. 5000 CEO & Founder, has generated over $100 million in revenue and successfully sold 2 of his companies. So he knows a thing or two about marketing, branding and positioning.
His new book, which is currently available for presale, is called Return to Real – The Last Human Advantage in an Age of Artificial Everything.
The book’s awesome… I was lucky enough to be able to read a pre-release copy. I highly recommend it. It’s extremely well-thought-out, well researched and deeply insightful. It’s also incredibly relevant to the crazy times we’re living in, where AI is on the verge of disrupting basically everything.
One of the central themes that Ryan explores in the book is the idea that you must create your own Category of One.
That is, you must be so uniquely positioned and qualified to solve the problem you solve that you become the only logical choice in your market.
That’s true whether you’re a chiropractor looking to serve your local community, or a product like Better Balance Orthotics, looking to disrupt an established worldwide industry with a whole new paradigm (our Stimulation vs Support model.)
One of the reasons this message resonated so strongly with me is that BBO is like the physical embodiment of this exact concept. Once the penny drops that we’re over-supported and under-stimulated, and that we all experience the same sensory deprivation of modern shoes and flat surfaces… there’s simply no other solution that makes sense.
That’s one reason why you can read about the BBO story in Ryan’s book.
And as part of his book launch, I’ve secured Ryan to personally deliver a 90-minute masterclass exclusively for our Better Balance docs on becoming your own Category of One.
There’s no one in the world who I believe is more qualified to teach this topic. And its importance for your success is critical.
Every day it gets harder to stand out. The rapid proliferation of generative AI means that with a simple prompt anyone can be an “expert” and have their own social media content calendar mapped out and created in minutes.
We were already bombarded with advertising and digital distractions before AI came along, but now it’s reaching critical mass.
In that environment, being able to define and share what is uniquely human, valuable and relevant about you and your service, as well as why it matters to your audience, is a super power.
In the workshop, Ryan will be sharing the exact framework on how to apply this concept in your own business. He normally charges $5,000 to work through this strategic analysis with his private clients… here’s what one of those sessions look like:
In our workshop he’ll be focusing specifically on how this concept relates to chiropractic practice and how to utilise it when it comes to being a Better Balance Orthotics doc.
You may not realise this, but you are already on the forefront of a paradigm revolution. If you’ve been following these newsletters, you understand concepts like…
These aren’t just different clinical ideas. They’re a fundamentally different way of seeing patients and understanding health. There are so few docs in the world currently joining these dots, you are already way ahead of the game when it comes to establishing your own unique Category of One positioning.
And this session with Ryan will help you lock it in and tailor the details of your personal story.
My goal is that you leave the session able to clearly articulate:
WHO you’re uniquely positioned to help
WHAT makes your approach meaningfully different
WHY patients should care
HOW to communicate it simply
WHERE BBO and the Foot-Brain Connection fit into your unique clinical story
We’re just in the process of confirming a time and date… as you can imagine, being in the middle of a major book launch, Ryan’s calendar is pretty full!
Not to mention that I’m only 1 day away from jumping on a plane for the US, where I’ll be travelling and teaching for the next month. I’ll be in Boston → Chicago → Green Bay → Huntsville → Fort Lauderdale → Washington DC.
If you’re around any of these areas, I’d love to connect and say hi.
For today I’m going to sign off, as I’ve got a long list of things that need to happen before I go, including packing bags, final slide prep for my presentations and making sure my clinic is fully set up for another month without me on deck (actually I think they may like it better when I’m not there!)
Have a great week.
Cheers,
