Surround Yourself With The Right People! They Will Hold You Accountable 📝 | Daniel Tribby

In our latest Entrepreneur Unleashed Podcast episode, we got the honor of being visited by Daniel Tribby. Daniel is a Healthcare Practice Owner, Author, Speaker, and Business Coach for Healthcare Entrepreneurs.

From being a sporty guy who earned $30,000 a year Daniel Tribby turned into a business owner who now teaches how to grow your dream practice through self-mastery and better business skills.

In this episode, you will learn why questioning your worth and knowing what you deserve can be your turning point to success. You will also learn who you must keep around you to grow as a person and entrepreneur.

Connect with Daniel Tribby:
Website: https://www.coachtribby.com/
Facebook: https://www.facebook.com/iamdanieltribby
Instagram: https://www.instagram.com/iamdanieltribby/
You can get Daniels book on amazon, search for: UNF*CKING PRIVATE HEALTHCARE: The Playbook on Owning Your Dream Practice

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Transcript

Daniel Tribby  00:00
But the influence that you want to have has to be changing in order to be at the same level or a higher level. So it forces you to continue to change also, right? If we stay the same, our business lives the same.

Edward Collins  00:20
Welcome back to another episode of entrepreneur unleashed, my name is Edward Collins, I'm your host, I'm joined in the studio today with debt by Daniel tribbey, we're going to be jumping into topics that you're not going to want to miss. So you definitely want to be paying attention. As you know, if you've been following us for any given amount of time, you know that my honest belief is that the shortcut in your journey of success is by taking advantage of learning vicariously through others. Dan is going to be talking with us about his trials and triumphs and business. And hopefully you can gain some, at least one nugget of wisdom out of that, that experience. So stay tuned for this entire episode, you're not gonna want to miss it. We're gonna jump right in, because I can't wait to get started. Daniel, thank you so much for jumping into the studio today. I know you had a little bit of a journey flew in to get here last night so that you can be here today. I'm so happy to hear 

Daniel Tribby  01:10
Yeah that's great. And it's great. I'm happy to be here as well. Thanks for the invite in the studio. It was beautiful. Thank you.

Edward Collins  01:14
Thank you so much. Now, as you've watched some of these episodes, because I have so you know, a little bit of my my shtick, if you will, of how I go down this these paths. But I really do believe that that as business owners, we don't have enough resources of honesty and genuine experience. We we live in an Instagram world. So right now all you see is like the perfectly curated pictures, the perfectly curated posts that go online, even this episode will probably get a little bit of editing. But that's the reality is, life isn't picture perfect. Life isn't always roses and businesses don't always go down the path of Wow, A plus B equals C sometimes it's A where to B go. And I really like to learn a little bit more about you. So what I'd like to do first though, is get to know who the young Daniel was. So if you wouldn't mind just taking us back in time. Like, like where are you from? Like, how did you get your start?

Daniel Tribby  02:16
Sure. Yeah. Absolute hoodlum. I terrorize all neighborhood. No, I actually kind of a fun story. And I probably paves a lot of of the future for me just for you to understand how this got put together. But I was raised by single mom. And she was a government employee. Right? retired now, after 30 years in the whole situation, right. So that, that allowed me the opportunity that I see now opportunity. Now. I hated it back then. But I lived overseas, I grew up in Europe. 

Edward Collins  02:47
Oh

Daniel Tribby  02:48
So I spent about six years in Germany and two years in Spain, right, which, all before I was 15 years old. So half of the first 15 years of my life was spent in other countries, right? Learning other people, different cultures, of course, their international American schools, right. So I don't have to learn other languages per se. But when you grow up like that, you're moving every two, three years on end, it's you you learn to adapt quickly, right? You'll learn to make new friends, it didn't matter. You know, at that time, of course, there's no Instagram or social but it didn't really matter what filters you used at that point. You just want to know if people were great or not great. Were you cool? Not cool? We'd be right that was it. And that's kind of the way that I grew up read just basically recreating every two or three years right restructuring. And then you take that that 15 year old at this point, who's grown up around different cultures, different Americans from different states and backgrounds and then my mom's like, you know, we're gonna do let's move to Georgia.

Edward Collins  03:50
Germany, Spain, Georgia, 

Daniel Tribby  03:52
Right.  And I'm originally from, nothing at all. I just I'm from Northern Virginia, right so I grew up southern I grew up in then that very traditional gentleman hold the doors go to church on Sundays, you know, that whole thing. That's how I how I was raised by my grandfather. But it's it. It was very different to go to a smaller town outside of Atlanta, where, you know, somebody's great grandparents, grandparents and parents all grew up on the same road, we went to the high school with the same people that we're still friends with, we've been, you know, going from elementary school all the way through high school with the same friggin people. I'm like, like, I don't know what to do here. Like I just don't fit in. 

Edward Collins  03:53
Okay.  Oh, wow. 

Daniel Tribby  04:30
And so it probably took me until college to figure that out. You know, but being an athlete and playing sports and and all that doesn't take long to meet new people. But it was a it was refreshing to get into the college atmosphere and be able to then recreate with different groups of people again, right so that's a life skill that I love to to tell people about because it's carried with me the ability to not meet strangers to to create conversation to create new relationships whenever you need to.

Edward Collins  05:01
Social interaction skill set is so important, especially, especially in business, but just in life in general, your ability to connect with others to have conversations and just walk up and say hello and, and build rapport relatively quickly, all of those skills are important. You mentioned something that I definitely want to touch on, because it seems to be a theme with a lot of the business owners that I've been talking with lately. And it's the role of sports and the playing of sports and how that impacted the business owners growth in business. I'm curious, like, what's your take on that?

Daniel Tribby  05:34
I think a lot of it has to do with the teamwork aspect, right? I can't stand it when you hear phrases like it's lonely at the top. And I'm like, You didn't make it to the top by yourself dummy. Like you just it just sounds good to you. But nobody gets there by themselves, right? And nobody does. Or, you know, this idea of entrepreneurship is a lonely road. Right? It's a hard road. It's not necessarily lonely unless you choose for it to be lonely, right. And so I think a lot of us, as athletes have learned to rely on teammates or other people that might have a skill set, you need to learn or can support you or inspire you to work harder, or to look at things differently. And I think that's, that's a big thing, too. And even to this day, I still play beach volleyball, like twos, beach volleyball, a little different than having five people on a basketball team or, you know, nine on the baseball field. But it's definitely a situation I think that sparks teamwork and creativity and the ability to rely on other people that you trust. And I think that's why that carries over. So so well, from sport into the entrepreneurial aspects of life.

Edward Collins  06:39
Now, this is like a little bit of us in with 2020 hindsight, you can look back and say, Yeah, that was that was something that contributed to the milestones that I've been able to achieve. But in the moment when you were when you were youth, if you will, and going and participating in sports. Did you see it that way? Or was it I'm just having fun?

Daniel Tribby  06:57
No, of course not. I mean, you saw it as a team and you do your damn job, I'll do my damn job. And hopefully, at the end this thing we're gonna win, I can see it as when you're in the midst of it, you don't always see it externally, right, which is why, you know, it's important to have mentors and to have coaches and those types of people who can kind of help you see things that you can't see at the time, right, because you don't always see the way your teammates sees it. But your coach is very happy to let you know how it needs to be seen. As I think that does that is another portion that carries over, right, the coaching into the entrepreneurial mindset as well.

Edward Collins  07:31
And I love that because I think that what you just said is, is so critical to because it's not just about within sports, it's within everything in life, it's hard to know where you are in the moment, when you're in it. It's easy to look back and say, oh, yeah, this is where I was in the journey. But when you're in the moment, it's good to have sounding boards that you can go to share their their teammates, whether they're individuals, if you're building a business, whether it's members of your squad, if you will, friends, mentors, how how do you feel about the concept of choosing who you surround yourself with?

Daniel Tribby  08:08
Yeah, who was it that said, you were the combination of the five people you spend the most time with? 

Edward Collins  08:13
The average right? 

Daniel Tribby  08:14
The average of Yeah, so it's, it's very true, right? If and it's, I think people don't realize, or, or maybe we have this, this idea that the people that we become friends with in high school and college are going to carry with us forever. And that does happen, I have a couple of friends that from high school that I'm still, you know, great buddies with. But I think that as if you really want to grow as a business owner, you have to grow as a person. And if you're not growing as a person, then your business will stagnate. It will period. So in order for you to grow as a person, you have to be around other people who have been or are going where you want to go, right. And so it becomes a situation where circles do change, right? It's not that you you know, find friends and then you abandon them. But the influence that you want to have, has to be changing in order to be at the same level or a higher level. So it forces you to continue to change also, right? If we stay the same, our business stays the same. And if we stay the same, our relationships stay the same. So if you want to truly step into the next version of yourself, or have your business step into the next best version of itself, you're going to have to find relationships that drive you to do so where to change.

Edward Collins  09:32
When you look at at that journey for you then you went to university. What was the university experience like for you? 

Daniel Tribby  09:39
Well, other than the beer and all the other things No, it's at first I had no idea what I wanted to do. No zero clue none. I got into just hey, you got to take the core classes right let's take all the same shit that we've been taking for the last 18 years. Let's Let's do that again. I had no idea what I want to do, none. I was really good in the sciences and biologies and that kind of stuff like the, the anatomical sciences. And so I was like, well, let's just start there. And then maybe I'll figure it out as I go. Excuse me. So I was not the greatest student as a freshman and sophomore, because there was nothing that interests me it was the repeat of the same thing. And then as a freshman, I think it was January of my freshman year, I went on a ski snowboarding trip, and had somebody cut me off. And I took a tumble backwards and dislocated my shoulder 

Edward Collins  09:39
Ouch 

Daniel Tribby  09:39
hotness, and a lot of pain, a lot of problems and had to go through some rehab. And in the midst of going through that rehab, I was like, this is kind of a cool thing. I could do this. And I met another fellow student who was in the sports medicine athletic training program, you know, and for those of you who are, who don't know what those people are, they're the ones that run out on the football field with the fanny packs on and take care of the people who get hurt. That's, that's what an athletic trainer or sports medicine person does. And so I was like, this will be a lot of fun, I'm athlete, I'm a sporty guy, I could be around people, and then it fits my science need and everything else. So I was like, let's do that. So once I got into that, because it's something I'm interested in, right, it's easy to to dive into it. And so I graduated with a degree in kinesiology and a certification as a sports medicine therapist or certified athletic trainer. And that was that was it. And I thought to myself, You know what I'm gonna, I'm gonna take on the world as a, you know, different version of a physical therapist, if you will, and I'm going to work with athletes and, and do something really amazing. And I'm gonna know all these professional sports guys. And yeah, that's, that's the the mindset of a 21-22 year old.

Edward Collins  11:48
Exactly. 

Daniel Tribby  11:48
So yeah. 

Edward Collins  11:49
Your your grand vision of what you're going to be able to create. 

Daniel Tribby  11:53
Right

Edward Collins  11:53
Okay. So, but the experience of university itself was fulfilling for you, you you had you had a great time to, in that environment, you did reasonably well, once you got interested in the subject matter? 

Daniel Tribby  12:06
Absolutely. 

Edward Collins  12:07
What about the experience of relationships in in school and friendships that you kept with you? How did you drive yourself to continue to move forward? 

Daniel Tribby  12:17
Yeah, it's a, it's kind of funny. So one of my really good friends who I met, and I know, this is what year 2000 I met him 2001 probably right around the same time, I hurt my shoulder and I he was the best man at my wedding. I was the best man and his and 22 years later, we're still friends. And so he actually text me this morning. He's like, Oh, down in Miami, I'm fun at the beach, are you gonna do your work? And Jack said, leave me alone, you know, so. But it's there's quality relationships that I formed in college that I didn't realize were based upon value systems. Right? Because I didn't No idea what a value system was until I until I got older, right. And now as a as a 40 year old, I understand very clearly that you want to keep people in your relationship circle that share similar values, not necessarily similar work environments, but similar value systems, because they're the ones are going to hold you accountable, right, we call them what I think of as Socrates or Aristotle call them friends of the good under the good, right. And those are the people you want to surround yourself with, because they hold they're not going to make judgmental calls based upon your actions, that they're going to hold you accountable, and just say, Hey, this is not the person you said you desire to be at this point. So what do we need to do to get you back on get you back on track? And I gravitated towards people like that at a young age and not knowing really why, right, the value system was there, and then people who didn't share the value system over time, just, it just fizzled away just naturally wasn't like a, you know, I don't like you anymore. Because we don't share value systems. Right? It was just, it just naturally fizzled out. So you know, his name is Kevin, he and I have have remained really good friends for 20 plus years based upon value systems. Right. So I think that was probably an early again, in the moment, not understanding what that is. But looking back on it going, this is why that connection stayed for that long. Right? So as a 22 year old, you didn't care about that, right? You're like, Oh, you're cool, let's go hang out, let's have beers, let's go, whatever. You know, it was a very different idea of what friendship was as a 20 something.

Edward Collins  14:18
But again, the vision, because because your value system will dictate what you see in life and how you see life. And when you share that commonality, that vision, even if you're doing totally different things. You're driving each other in the same direction. 

Daniel Tribby  14:33
Right.

Edward Collins  14:34
Which is, I mean, I don't know about a lot of people. I'm not one who would want to go on a long journey on the car ride by myself, I'd want to be with a partner be with someone who I could talk with in that journey. So finding the right group of friends, the right group of individuals that can be your accountability partners, is critical. And you found at a pretty young age.

Daniel Tribby  14:56
Yeah, I wouldn't know I don't know if it was a group but there was definitely one person that came part of the group. Okay, right. And he's not a nun business owner doesn't really have that aspiration to be very successful golf course superintendent, you know, but the value systems and the alignment is there, right? And so And like you, you made a great point as the value system dictates the vision, right? Because the value system is the filter, which we move everything through, right? So if something comes across my plate, you know, does this fit my values? Does this fit my mission? Does this align with who it is that I want to be? Or the thing that I want to change in the world? Right? And if it doesn't, we say no to it. And the most successful business people are the people who have gotten really good at saying no.

Edward Collins  15:38
Exactly. Yeah, those two words. Yes-No, No is more important.

Daniel Tribby  15:43
It definitely is.

Edward Collins  15:44
There's only 24 hours a day, seven days in a week. And everything Yes, you say to something, you're saying No to something? 

Daniel Tribby  15:50
The opportunity cost situation actly. Absolutely. 

Edward Collins  15:53
When you look at at just getting out of university, then so what was your first venture? Like? What did you jump into? You had you've gone through the experience at university, you've now you found a passion that you enjoyed? How did you put that into practice?

Daniel Tribby  16:08
Yeah, so the the nostalgia is hitting me at the moment. But I was I was engaged at a college, right? And I was like, I just gotta go get the job. I got to do the American dream, right? Go get your job, get a house, have kids, cats and dogs, white picket fence, right? You know, do all the things, pay your taxes, right? Be an upstanding American. And so I started that whole journey, and I started working for the largest Orthopedic Group in the southeast. They're based out of the Greater Atlanta area. And I worked there as a rehab provider. So I did, I had a little taste of what it was like to be part of a professional sports league. And I was not for me. It's for a mornings. 

Edward Collins  16:54
Oh, yes. 

Daniel Tribby  16:54
You know, game days were 16-17 hours long. It was just I'm like, This is not again, opportunity cost. Like I can't there's gotta be something more than this. This is crazy. Right? Well, you get the nice paycheck, where you're going to enjoy it in your car driving back from work. That's it. So I realized it wasn't for me. And I wanted the stability keyword, right of the normal eight to five thing. And if I chose to do the on the field sports thing, I could do it locally for some schools or a college or something like that. So that's what I did. I took the job. You know, the nice little with 30k a year starting in 2004. Terrible, but no nice little 30k Start now a little side gig doing doing high schools at 500. So you're 22 years old, making almost 40? Like, I wasn't upset, you know. But there was something inside of me that was like, Is this really?

Edward Collins  17:45
What was that? Was it a voice? Was it just a drive? What was it?

Daniel Tribby  17:50
I don't know. But there was something in that moment. I remember as a 20 to 23 year old engaged, working and going is this really it? Like is this what this was the American dream? This is what everybody talks about? Like, go to school, go to school, get a good education, go to work, get married, do all that is this really what it is? Because I feel like there has to be more, there has to be something that I'm actually contributing in some way. Other than just my my work hours, right to trading time for money, essentially, now was I impacting live? Sure. And then, you know, the people that had the hip issue or the shoulder issue, and they got back to doing the thing that they love, you know, and they're they're back doesn't keep them from being intimate with their spouse anymore. And they can go back to work, they can do all those things. It's great. It's great personal satisfaction to help somebody in that type of situation get better, and I was good at I was really good at it. But something was missing. You know, and then you get the things that I tell. I remember telling my mom like something just doesn't feel right. Like I just don't, she was like, Oh, you're so good at what you do. Oh, yeah. Yes, I understand that 

Edward Collins  18:58
Like I want to do it.

Daniel Tribby  18:59
Right. It doesn't mean that I'm satisfied do I guess, and, and then I was really dissatisfied with the quantity over quality situation that was healthcare at the time. Like I remember, you know, 25 people, 30 people being packed on the schedule, you know, for me to treat in a lot of times, you're juggling four or five patients at a time. And it just became like, this, this is something's off. So this just doesn't make sense to me. And the more I tried to institute change, the more I got the, you know, well, you have to realize that we're in a day and age where, you know, the corporate response, we're in a day and age where we you know, while people were laying getting laid off, we're still hiring and we're still moving through and we're still generating income and you should just be happy that you have a job. Oh, and by the way, how much more can you take on he shouldn't be right now. You know, it just so I became really calloused to to what healthcare was in that moment.

Edward Collins  19:50
And that was that the thing that drove you over the edge? Or was there another catalyst that said, Okay, I need to make the change?

Daniel Tribby  19:58
Yeah, no, I think that was that was just kind of kind of it. It was. It always took longer to get the pay raises that you deserved, right? There was always some reason why you had to keep doing what you were doing, you couldn't expand to do anything else, and usually was pointing directly to your credentials. Well, you don't have enough education. You don't have enough. And that's one of the things that when I hear some of my clients tell me now I'm like, stop it. Like you're nobody cared. So tell me one grade from one class and the name of the teacher in one sentence. And I'll tell you that that class is worth something to you. And not many people can do it. 

Edward Collins  20:36
Exactly. 

Daniel Tribby  20:36
You know, and, but if I had to pick one incidence, I remember we had a, in this particular center, we had a large room that was just being used for storage, they had considered putting an MRI center inside this room, so they could do imaging in house. But it was never going to happen. 

Edward Collins  20:53
Right. 

Daniel Tribby  20:54
So I being the sports guy, like why don't we, we don't have a transition right now. Like we're seeing people off their insurance for physical rehabilitation, we get them well, we move them through all of the, the exercises, they need to get them back. But then we don't transition them into life related stuff.

Edward Collins  21:15
Right. 

Daniel Tribby  21:15
If I'm a 17 year old pitcher, who just had Tommy John surgery, like I need to throw a baseball, and I need to do it under the supervision of somebody that can correct body errors and functionality problems, not just a pitching coach, right. And so I had this idea to, let's turn this into a sports performance thing. Because what we can do is now we're not have to charge people cash for it, because which is but it still keeps them in our system, we no longer have to see 30 people, because if we're going to take 25-30% of them and transition them into this new program that they're gonna pay cash for, it's a cash generating system, you don't have to increase quantity, you just give better outcomes, better quality.

Edward Collins  21:59
And business we we refer to that as a continuity plan. 

Daniel Tribby  22:03
Exactly. 

Edward Collins  22:03
You have MRR, Monthly Recurring Revenue, based on just keeping them in the system. So you work so hard to create a client to bring client on board, even if you're servicing them know you're rendering them an excellent outcome, right? In the case of what you were describing. It's like, now I have to go right back to the drawing board and find a new client. So instead of doing that, you're saying, hey, let's come up with a great idea. To keep the clients we already have can staying within our ecosystem, continue them, teaching them, guiding them, helping them grow even beyond where they were when they got the outcome we've originally delivered.

Daniel Tribby  22:43
Exactly. And that's one of the biggest things that I teach some of my clientele today. I'm like, What are you doing to maximize revenue per patient, instead of just seeing them for a copay billing insurance? So you again in six weeks, six months, two years, whatever, right? How what are you doing to keep them in your circle. And so this was something that I thought would be really, really great to keep our patients in our circle. And then it's, who doesn't want to be trained by the person that just spent six months with you that helping you get over your rotator cuff surgery, like who doesn't want to continue to work with that person. And so they this was my this is, this is the thing, so this makes me laugh every time I think about it, so put together a proposal 70 Doc's would be on your side. So I go, talk to the physicians, right, we have 100 physicians in this total clinic, not our clinic, but just the company, the company, probably six so I get everybody goes on board. Yeah, sure. Love it, great idea. Put together a proposal, I don't get to present the proposal, I have to give it to the rehab manager to present it at the doctor's meeting on behalf on behalf of me, so I give it to him, they present it, the doctors love it. But we can't pull Daniel out of the clinic to do this thing because he's too valuable to patient care directly. 

Edward Collins  23:58
Oh my goodness. 

Daniel Tribby  23:59
So we're gonna hire a third party to come in and do it instead of letting the guy who made the proposal and camp with the idea do it. 

Edward Collins  24:07
Wow. 

Daniel Tribby  24:08
And so my immediate reaction is in four letters. F you. Yeah, exactly. And so from there on, I was just like, I'm out like I this is I cannot do this corporate level trash anymore. 

Edward Collins  24:19
Right

Daniel Tribby  24:20
And so I turned in the four week notice and found another job in medical sales of all things which sparks the road to entrepreneurship.

Edward Collins  24:29
Okay, so this this is where I get excited because now now I can see the path that you're going on. I can see the transition point. Help help the audience understand what those first few moments were, though, in the sales platform like getting, like what was that like for you?

Daniel Tribby  24:48
I'm definitely very different. I remember the first job when I applied for it. I remember at a Scott show insky was on the phone with me. He's one of the the owners of the business, which is rare. You don't get to talk Joe understood that often. So he calls me and he says, you know, tell me about your sales experience? Well, I don't have any experience selling a product per se. But as a therapist, I have to sell myself on my treatment plans on a regular basis. And I think it's wildly harder to sell myself as a person than it is to sell the benefits of a product. He's like, I've been doing sales for 30 years, it's the best answer I've ever heard from a non salesperson, I was like, thanks. There was the job. But, you know, because most healthcare individuals and I hear it all the time, I just don't want to be salesy. I'm like, This is not 80s used car sales. This is selling based upon the idea that what you have can benefit your patients, your clients, whoever it may be. And so that was my first you know, I was cut holes I at that point, early 30s. Right, and are right at 30 having my first sales job, and I'm really learning to love that and make those connections and find out, you know, not so much can I just sell you something to sell you something, but how do I serve you with the products that I have? And do they help your patients or your office run better or give you better outcomes? If they don't, then I'm not going to sell it to you. Right. And I think this is where sales gets a bad rap.

Edward Collins  26:13
There are definitely people who who are in the convincing mode. So when it comes to sales, you're my opinion, I think you really have two paths, you can go down you get the convincing path or the persuasion path. Convincing is basically trying to get them to adopt my beliefs and my decision on what the outcome should be. And just push them either through sheer effort repetition, browbeating whatever it may be. That's the used car salesman type of approach. Whereas persuasion is simply going through a dialogue with someone helping them to uncover what they already know to be true. And the solution that we have is a valuable solution. Because at the end of the day, if you can diagnose a problem, and you have the remedy for the problem, you have a moral obligation to share it. So it's no longer quote unquote, sales, it's solutions providing.

Daniel Tribby  27:03
I love it. And I love the moral obligation, right? Because, and this is I hear this all the time, it is it feels unethical to sell to people who come to my practice and want their insurance to pay for everything. And I'm like, Okay, since we're going to talk about morality and ethics, right? Is it more or less unethical to sell somebody a product that they have to pay cash for, that could directly influence their behavior or their health? And everybody stops and thinks about it? I guess Yeah, I guess it is more unethical not to sell it to him. I'm like, okay, yeah, but I just don't want to be salesy. Jesus bless, are you kidding me? Like, it's this is a revolving door of people just don't understand how valuable that skill set is.

Edward Collins  27:49
Exactly. When again, all you have to do is just ignore the word sales. Just talk, learn about the situation, say, Oh, interesting. And then look back into what you have within your repertoire, I have something that can solve that, right. And that's it, you don't have to say, Do you want to buy it? Like, it's not you being active, because if you've done your job, with regard to demonstrating, you care about the person who you're serving, you now understand what their situation is. And you literally have something that can provide them a solution, there is no sales that takes place, right? All you're doing now is fulfilling, because they're going to ask, you're gonna go through that process. And if you've done what you've what you've set out to do, meaning truly get to know the person you're serving, know what their issues are, diagnose their problem. If you have the solution, all you need to do is share the fact that you have a solution. 

Daniel Tribby  28:40
Exactly.

Edward Collins  28:41
And then they will come and ask you for the help.

Daniel Tribby  28:43
And I think there's a certain part of understanding the personality wheels to get in that situation. Because there's some people like me, like, tell me what it is, Has it helped me? And I'll tell you, Yes or No, get out of my office, right? There's some people who want to know all the technical jargon, right. And then there's some people that want the hugs and the feel good as a part of so I think that if you're not adjusting your sales approach based upon the person that you're talking to, and you think you can be persuasive in the same way to everybody, it doesn't work, right. And you have to educate yourself on human psychology and understand not to manipulate but understand how people receive information. 

Edward Collins  29:16
Exactly. 

Daniel Tribby  29:17
And if you have something that can actually benefit them or their clientele, then you need to move it to them it is you are living in morality, if you are moving something that can help someone, you are unethical if you're moving something just to move it so you can get paid. 

Edward Collins  29:32
Exactly. And that's, that's I think, a big difference too. If you if you're sitting in that, that experience with that other party, and you're hungry for the sale that comes through and ultimately that's that's again, that's the thing that repels a lot of people get to give people just just bad vibe, about the experience they're going through and that's what they associate with sales. In reality, that's not even sales. That's that's literally browbeating something that's not a value to that's exactly or her exactly. When you look at at this now journey, you've you've now you're cultivating your sales experience. You're going through the process. are you gaining mentorship at this point?

Daniel Tribby  30:15
Yeah, definitely, from some of the greatest people that I that I've ever had the opportunity to work with. Most of this company was based out of New Hampshire. And the group that they put together was a very high level team of individuals that really had vision as it related to the products that they wanted to move and who they wanted to help, which was really, really great. They had a very specific niche in the marketplace that they wanted to go after they had a very specific demographic and psychographic as a part of that niche. And they stuck to it. They didn't just say, Go sell it to anybody and everybody who wants it, they said, This is the person. So not anyone, everyone, but this person, this person, which is highly effective. It is and part of branding, which I feel is some of the most important stuff. We've talked about this before some of the most important things out there in any business, but so I got a lot of sales conversation from these guys, I got to meet a lot of really great people. And, and excelled quickly, like I moved into middle management in like 90 days, 

Edward Collins  31:24
Wow. 

Daniel Tribby  31:24
of being with that group.

Edward Collins  31:26
Okay

Daniel Tribby  31:26
which was, which was really great. And then inside of a year, they asked me to head up a nother division of the business that they were opening in the Ortho biologics land. So where we were doing what we were doing previously was post operative care. So what's called the CPM. So if you have a knee replacement,  it helps move your knee your leg for you. So you know, if you're in pain, it just helps keep that mobility and it doesn't allow you to stiffen up or you get frozen joints. And then you have to have another procedure to fix that. We did 10s units, you may be familiar with those little yeah, that's that caused that. And we did cold compression therapy helped with swelling and stuff, which now the research tells you not to do, but in that in that time, that's what we're moving. Well, they wanted to move into more of the ortho biologics. So they wanted to do bone grafting, they wanted to do regenerative medicine and stem cell therapy, and plate screws, that kind of stuff. So and they said, you know, this is right up your alley, because what you did previously wasn't orthopedics? Who do you know, and I was like, there's 90 some odd doctors in your practice. I used to work with that, you know, still have good connections to so that pushed me in into that, which also ended up pushing me into the first entrepreneurial step too, because it fell apart and fell apart quickly. 

Edward Collins  31:44
Okay Oh, Okay. Well, let's talk about that. Right. So what what caused the fall?

Daniel Tribby  32:44
So we had, we teamed up with another business

Edward Collins  32:47
Okay

Daniel Tribby  32:48
to do the billing portion of these orthobiologics. 

Edward Collins  32:52
Okay.

Daniel Tribby  32:52
and they, they screwed the pooch on that. I think I still have the bills from from when I worked there from the stuff that I sold and moved. I think I'm still owed something like $50-60,000 in commission. 

Edward Collins  33:07
Wow. 

Daniel Tribby  33:08
Like it's crazy. But we got into some some bad partnerships, and they bled the business. But luckily, as the director of that branch, right, I had all the connections from all of the vendors that we used. So all of the plates and screws, all the bone grafts all the stem cell products, like I had those I had all of those connections. And the scary part at the time was I just got married in October, and this happened in January. 

Edward Collins  33:36
Oh wow.

Daniel Tribby  33:40
So I remember 

Edward Collins  33:41
About a good wedding present.

Daniel Tribby  33:43
Not at all I remember being at home and in like shit. So I text my my wife and I was like, Hey, give me a call and you get a second. And so my wife is a physician. So she calls me and I was like, so check this out. And she goes, Okay, what are you going to do? So what do you mean? She's like, No, you already have a plan? What are you going to do? You do know me well. So I have all the contacts with all distributors. So I was thinking about just firing up an LLC and just selling the ship myself. She was like, sounds good. We need for me, like nothing right now. She was like, well go do it. Let me know if anything. clicked by. 

Edward Collins  34:22
Wow. 

Daniel Tribby  34:23
So I set the LLC up that day. I went onto like Vistaprint and got a logo, business cards, called all the distributors and just said, Hey, I'm thinking about doing this. Would you guys be up for it? Yeah, we'll send you all the agreements, boom, boom, sign them. By that day. I think it took me like six hours and I got everything situated. Bam. And then I'll yeah. So once I got all that together. I just went back to all my contacts and started moving products and doing all this stuff myself. I cleared six figures in like seven months worth of work that year.

Edward Collins  34:50
Wow. Wow. So I'm curious. So I had a discussion recently with another business owner and we were talking about The concept of entrepreneurism and whether or not it's something that you're born with, or you can develop, right? Because you literally flip the switch and became an entrepreneur. So my question was, was that always there for you? Or is it something that you learned or just grew into?

Daniel Tribby  35:18
You know, it's, it's funny. So my mom brought this up to me. When I first started. The I forget which business it was, I've owned three or four of them now. But she brought it up to me, she goes, You know, I remember you saying that you can see yourself running your own clinic or running your own business or having your own such and such by the time you were 40. And I was doing it well before that.  And I was, like I said that you say, Yes, I don't remember saying that. I don't remember saying that. I knew that there was something in me that was bound or destined to do something different than just trade my time for money as an employee. But I don't think I really knew what it was. 

Edward Collins  35:40
Right.  Right. 

Daniel Tribby  35:58
And having the opportunity to have a little bit of freedom in my schedule on my time I made. So that decision was made in 2015, that first business, and I told myself when I started that I was like, I will never go work for anybody else ever again. And I haven't. 

Edward Collins  36:12
Yeah. 

Daniel Tribby  36:13
You're talking about eight years worth now. Right?

Edward Collins  36:15
Now, there's nothing wrong with being an employee. Definitely not because obviously, the grand scheme of things there are way more employees than there are business owners. And employees actually help the functioning of the business operate correctly, if structured the right way and the right systems and processes and procedures in place. But 100% There is definitely something different about an entrepreneur. When you look at most entrepreneurs like just imagine from closure eyes, everyone who's who's listening and watching this, close your eyes and just picture the word entrepreneur like what is it that you see in your mind? What what is the quality of that person? What are they doing day in and day out? And you seem to be able to flip it rate it right at the right time and in the right cadence? Because you put it into practice pretty quickly. What what do you attribute that capability to?

Daniel Tribby  37:07
The only entrepreneur that I know in my family was my grandfather, okay, him and his brothers had a bricklaying business. 

Edward Collins  37:14
Okay.

Daniel Tribby  37:14
Built home shopping centers, all the things. But I didn't really, as a kid, I didn't put like entrepreneur to that, like they just they were bricklayer, that's what they did. But they had their own business, they did their own thing, but they never talked about it. 

Edward Collins  37:26
Okay.

Daniel Tribby  37:27
And I wasn't educated on it, I didn't know much about it, I knew that there was something inside of me. And for me, the word entrepreneur means a creative person who decides to use their skills to elicit change. 

Edward Collins  37:41
Okay. 

Daniel Tribby  37:41
That's what that is to me. And so in that moment, I was like, Well, let me be creative. And it wasn't necessary to elicit change in industry or change in the world, so to speak, from like a visionary standpoint. 

Edward Collins  37:53
Right.

Daniel Tribby  37:53
But it was like, How can I get creative, create my own revenue and create my own time? Freedom? Right? So that was where my mindset was change your own life? Right? It was, it was more about me in that moment, and satisfying myself. As I've matured, as an entrepreneur, it's more about changing the world or changing the dynamic or changing a culture or changing a community, right? By using creative skill sets to do so. 

Edward Collins  38:22
But in that moment, you are taking a risk? 

Daniel Tribby  38:25
Sure. 

Edward Collins  38:26
And you are jumping into a pool that you didn't know what the depth of the pool was, you didn't know how long was going to take you to get to the other side. If you're swimming, 

Daniel Tribby  38:33
No clue. 

Edward Collins  38:34
What was that experience? Like? From from a fear standpoint? Was fear part of the equation for you? Or you just literally just jumped in?

Daniel Tribby  38:42
I don't know. It's terrifying. Anybody who tells you it's not terrifying? Like it's absolutely terrifying. And it's not the the only thing that's terrifying is like, what if I do this and I fail? 

Edward Collins  38:52
Oh, yes. 

Daniel Tribby  38:53
That's the only question. You're thinking of yourself, what if I do this, if I put all this work and all this effort into and I fail, then one, right. And that's where grit is found, right? That is where the entrepreneurial spirit is found. That's where you become the next best version of yourself is inside of the failure. Right? It's great to have successes and celebrate them. But the failure is, what is the thing that determines whether or not you will be successful or not? Or sorry, how you handle the failure. Right? I know that now. But back then I was like, Well, if it doesn't work, I can always go back to Oh, yeah, right. So in that mindset, you're still tethered to something else. 

Edward Collins  39:30
You haven't burned the bridges. You haven't burned the boats. You're not in a, you haven't cut off option B.  Exactly. If it's only option A and that's the only option you have you keep going down that path

Daniel Tribby  39:40
And you'll put 100% of your of your fight into that. Right. But if you're like if it works, it does work doesn't work great. And you can always go back then you're not, you're not going to be able to dive in.

Edward Collins  39:49
That's where it comes down to having commitment to something and also being decisive meaning making a decision and then going down that path and then just dedication that that that whole disciplined approach to living life, whether it's waking up at whatever time it is that you're doing and making sure you're doing whatever it needs to be done in the business, being the first one and last one out that sort of thing. When you look at this initial entrepreneurial journey that you jumped into the first seven, eight months was amazing, because you had amazing cadence made amazing growth. But where, what was the issue? Because I know that there was a challenge that. 

Daniel Tribby  40:29
Yep. 

Edward Collins  40:29
So, what happened?

Daniel Tribby  40:30
Yeah, so we built a six figure business with some doctors based up on a program like an MSO type of program management services organization. And then come to find out that the company that I built it with their legal team was incorrect about the state laws. 

Edward Collins  40:54
Oh, goodness. 

Daniel Tribby  40:55
So everybody was pissed. And the doctors made no money. And I went from collecting, you know, $20,000 paychecks every month to collecting $2,000 paychecks every month, because nobody would order anymore, because there was no longer a reason for them to take part in it. Because they didn't get their piece of the pie. So yeah.

Edward Collins  41:20
That's like a gut punch. Right?

Daniel Tribby  41:21
Yeah. Huge one. And so you're like, Alright, what do I do?

Edward Collins  41:24
How do I pivot guy?

Daniel Tribby  41:25
What away? What is next? And kind of a of a weird situation. My wife and I, at the time had talked extensively about having a business in healthcare, that combined rehab, and Regenerative Medicine stem cell therapy, which is a big buzzword known. 

Edward Collins  41:52
Yes. 

Daniel Tribby  41:53
So we had this conversation. And I was like, you know what? Let's just do it. Let's go build it. She was unhappy, the center she was working at. And obviously I'd had this situation happened. I was like, you know what, let's just go do this. Stop talking about the thing. Let's go do the thing. So we opened it. We opened it in Orlando in 2017. We had a beautiful 5500 square foot facility that had rehab. Right, so here I am back in the rehab rare team of people with me this time. It's not just me providing but we 

Edward Collins  42:29
You were back in

Daniel Tribby  42:30
I'm back in. 

Edward Collins  42:30
Okay. 

Daniel Tribby  42:34
Thought I still had a love for it. At that time.  So we jump back and we build that beautiful space, did it as a franchise at the time and space was gorgeous. And then we have the doctor's office next door to it. So the whole space total 5500 square feet, rehab, 3000 doctor's office 2500. The doctor's office still exists to this day, and as well, 

Edward Collins  42:37
Yeah.  Okay. 

Daniel Tribby  42:58
rehab center, we got rid of the will go down. But the idea was, hey, let's take this as a huge risk. This is a town where nobody knows us. We were in Atlanta earlier. 

Edward Collins  43:07
Beforehand. 

Daniel Tribby  43:08
So if we had, if we'd stayed in Atlanta, we could have built this and been wildly successful, just like that. But we'd had a string of just some uphill battles in Atlanta, and I had been in Atlanta for 20 years. And she'd been there for I think, 10. And we're finally like, you know what, let's get 

Edward Collins  43:21
That time it's time to make a transition.  Oh, yeah. 

Daniel Tribby  43:23
Right. Again, I grew up transitioning every two or three years. And so after staying in central Georgia for 20 years, I was like, I gotta get the hell out of here. Let's go. So we did the Orlando thing, we built the center. And again, you don't know what you don't know, until you start building something different each time, right? So building a sales company that relies on products and connections, very different than building a center that is 80% cash pay.  And people have to come in and spend their money on something that insurance pays for steroid injections, medications and surgeries, right. And insurance also pays for physical therapy in the traditional sense, if you want to be one of 55 people being treated in any given day, versus our senator did one on one. So we had a very different dynamic, very much a concierge type of service when it came to the business that we built. So,

Edward Collins  44:19
I'm really interested in diving down a bit of a tangent here with you, because I know you have you have an amazing depth of expertise in the subject matter. And it has to do with insurance. Because I think that as business owners, most most business owners have no clue. Right? What not just what insurance is but how it even works like how, how to incorporate it and what's important. I'm curious, what is your take, because there's so much so much challenge right now and the concept of insurance and what the shortfalls are. I have a lot of my own personal opinions about insurance and the challenges with insurance companies. But I want to get your take because again, you you have such a breadth and depth of knowledge in the subject.

Daniel Tribby  44:58
Yeah. So, it's not just business owners that don't understand insurance. Everybody who carries insurance doesn't understand insurance, or how it works. My personal opinion, if you want something really brash is that insurance is the reason why healthcare sucks. So, because this is what happens, the insurance companies have contracted rates for your specialty. 

Edward Collins  45:24
Okay. 

Daniel Tribby  45:25
So let's say that you are an orthopedist. 

Edward Collins  45:28
Okay. 

Daniel Tribby  45:28
So that means you do surgery on head, shoulders, elbows, knees and toes, right.

Edward Collins  45:32
Okay. 

Daniel Tribby  45:33
So the insurance company would get to dictate when you can do the surgery,

Edward Collins  45:40
meaning what, what time, the when, as in a when in the treatment plan, right?

Daniel Tribby  45:45
So they want to know, first, if I am the healthcare provider, 

Edward Collins  45:49
right

Daniel Tribby  45:49
And I am saying this person needs surgery, the insurance company can come back and say, well, we're not going to pay for it until they've had this MRI, they've taken this shot, they've taken this medicine, they've done six weeks of rehab. But as the provider, I'm telling you 

Edward Collins  46:03
they need expertise 

Daniel Tribby  46:04
they need, the insurance company says, oh, sorry, we don't have to pay for that. Why do you have to jump through all these hoops first?

Edward Collins  46:11
Oftentimes, unnecessary?

Daniel Tribby  46:13
Yes, oftentimes, and if you want to go to war with them, it's like a three hour phone call just to have somebody listen to you to say this is the problem, we need to do surgery. So and then they negotiate rates for reimbursement. So a lot of you see what's called an EOB. Or you go to your, your your healthcare provider, you have a procedure or you have an office visit, they send you a thing in the mail that says EOB explanation of benefit. So basically, it shows what the office billed what the insurance will pay for. It's not a bill, just an explanation of. So a lot of people will see okay, I had a ACL surgery, and I build $10,000 for it. Well, the contracted rate for your ACL surgery is actually $2,300. So just because I build it doesn't mean I'm getting 10 hundred I'm actually or 10,000. I'm getting 2300 bucks, right? So if you take that and apply it to your experience in the doctor's office, now, you go to the doctor, and you wait for how long,

Edward Collins  47:14
right? Because you're not getting a $10,000 experience. You're getting a 2300 health experience. 

Daniel Tribby  47:19
Exactly. Or just a regular office visit. I'm sick, right? I got a cold I need to go to medicine or my kids have strep throat whatever it is, right. So you go and you wait for an hour to be seen for five minutes to be handed a prescription kicked out the door and they maybe make bang and, people complain, right? Well, this is what is this? You know, it's just like, 

Edward Collins  47:38
What insurance is done to healthcare 

Daniel Tribby  47:40
What's your insurance is paying for? That's exactly what has happened. Now, is there a whole other side to where a doctor's offices are just taking that without doing anything about it? Of course there is we can have that conversation. But the biggest problem is that as a consumer, if you don't understand what your insurance company is doing to health care, and you bitch about it, and then you've come to a place like my office where I take predominantly cash, right? Why does my insurance pay for this? 

Edward Collins  48:06
Dear God. Exactly.

Daniel Tribby  48:07
It's not you can't have one. You don't mean like you don't get both? Your insurance either pays for it and you get a shitty experience, or you pay cash and you get a primo experience. Which one would you like to have? 

Edward Collins  48:20
Exactly.

Daniel Tribby  48:20
Right? It's very difficult to, to use your insurance and have a great experience at a doctor's office. And it's all because of the reimbursement rates are so low that these physicians or or health care providers have to increase their volume just to be able to pay the bills?

Edward Collins  48:40
Right, right, because the overhead in a medical practice is usually closer to 70%. Yeah. So when you're when you're looking at it, your cost of insurance as your you know, you're basically just to protect your self from lawsuits, malpractice, insurance, etc. All of those things are so through the roof, that the only way to survive and make a reasonable profit for the effort and energy it took to become a medical provider. Because there's a lot of schooling involved. There's a lot of a lot of painstaking processes you have to go through to do that. The only way to make a reasonable living is to do it under volume or to switch geocache oriented practice.

Daniel Tribby  49:20
Exactly. Or the other side of that is one you can renegotiate your insurance rates. It's a pain the aspect you can do you can and then to stop increasing quantity and increased the amount of revenue per patient by selling to them. 

Edward Collins  49:38
Exactly. 

Daniel Tribby  49:38
I don't understand that. Right. So we want to improve our customer service, but we don't want to improve the amount of money we make off of each person that comes through.

Edward Collins  49:46
Exactly, right. And again, it's it's adding value. 

Daniel Tribby  49:50
Exactly. 

Edward Collins  49:50
Because you're not you're not just taking more money just to take more money, you're actually giving someone something of value because again in a free market environment. Two or more parties have to get together and agree either there's something called value exchange. And if value exchange doesn't exist, they don't they don't voluntarily engage in commerce with one another. 

Daniel Tribby  50:07
Exactly. 

Edward Collins  50:08
So, again, I agree with you wholeheartedly that a lot of business owners, I'm not, I'm not saying it's just medical providers, it's business owners in general, have a challenge with the concept of sales. You learned very early in your career path, the value of sales and what the benefits are of sales are for you as a as a provider of the sale process. And you are also now growing into it from a business perspective. So let's, let's go back, you're now in this, this new environment you're in, you're in Orlando, you're building out something that, quite frankly, would have probably been pretty much gangbusters from the get go in in Atlanta, but you're building out in an environment where people don't know you, how did you get the word out? Like what did you do to share who you are and what you did?

Daniel Tribby  50:54
Yeah. Hired some really bad marketers. So hired or hired, or some really bad marketers relied too much too heavily on the, the franchise company to to participate in what we were doing, which they did not. There's different if you open a Chick fil A right, generally, it's got a big brand, you know, I open up a smaller rehab facility, it doesn't have a big brand across the US. It's a little different marketing situation that you have to pay attention to. Right. But in the midst of that, it's not I've never I never had to market for a actual healthcare practice. I never had to do that. And so what we did was go back to just the grassroots marketing we go, pounding pavement, knocking on doors, right? Hey, we're so and so we have this brand new practice. But what do you guys accept insurance? No, we're cash paid. What? I can't send my patients to you. Why not? Well, because they already complained about a $40 copay. I'm like, well, they complain about a $40 copay, cuz there's no value, right? They're getting, and people don't they were mentioned earlier value proposition, right? We don't. People don't. People don't say no to something because the cost they say no, because the perception of value for the cost, isn't there? Correct. Right. So this is where most people make the mistake is what they pay, right value is what they receive. But mostly, we'll make the mistake of doing what well, I'll bring my cost down. Well, now just bring your cost up and give more value people will buy. But it's in that moment, you're just, you know, again, pounding pavement, knocking on doors getting rejected. You know, I've had people I've had people in the time, say like, Oh, it sounds like your, your practice is just for the elite. And I was like, what does that mean? The elite? 

Edward Collins  52:32
Exactly. 

Daniel Tribby  52:32
Like if your dog got hit by a car was gonna cost $1,000 to fix his back, would you pay for it? You wouldn't ask me twice about your insurance, would you? Exact right. So what do you why do we value? My car? My dog? My stuff, right? Oh, yeah, my own personal health. If my insurance doesn't pay for it. 

Edward Collins  52:49
Exactly. Right. 

Daniel Tribby  52:50
This is one of the things that just gets under my skin, I'm like, you will pay to have the 75th t-shirt that you don't need. But when I tell you it costs 250 bucks to come see my doctor for an hour. You scoff at that my insurance is gonna pay for that. Really? Come on? Yeah, you know, and

Edward Collins  53:07
so perception it is and perspective. And if, if we continue to have a generally uneducated populace, with understanding what really matters in life, you're gonna get responses like that, right? Yeah, let me go buy the 250 t-shirt, as opposed to let me spend an hour with someone who can make me feel so amazing that I can go out and create value for someone else and have now more money to buy not only the 250 a t shirt, 500 t shirt, right? Yeah, I mean, it's it's short sightedness, I think a lot. And it's programming to this programming. It definitely comes down to education, what what you've been exposed to during the entirety of your life and how you adopt that philosophy and those value systems within your daily practice of flipping. When you look at this enterprise, then you're getting you're getting the word out slowly, because you're doing it door to door, if you will. 

Daniel Tribby  54:04
Yep. 

Edward Collins  54:06
What, what was the transition, like in that business, then? Because how quickly did you get it off? off the ground?

Daniel Tribby  54:12
Yeah. So the answer is, is that the physical therapy portion never really got off the ground? That's right. I mean, we, we had some we had some great months we had, we did a phenomenal job filling up one therapist, and one therapist and then I only treated halftime so and the idea was to have four full time therapists and then me as a as a part time, and we just we never really got there. I think also there's some other things that went into I think we're really early in the town that we were in the town we're in was, was a It had the psychographics and demographics of the type of person we wanted to work with. But the town was new. Right so the volume wasn't quite there. And so from a physical therapy standpoint, I think we were, we were doing amazing and 2019 like we're on this growth. And we we circled 2020, we're on this growth. It's slow, but it's growing. It's slow, but it's growing. So COVID hits 

Edward Collins  55:11
world shuts down.

Daniel Tribby  55:12
Right.

Edward Collins  55:12
You shut down.

Daniel Tribby  55:14
Yeah. So from a physical therapy standpoint, that's close proximity. 

Edward Collins  55:18
Yeah. 

Daniel Tribby  55:18
And not knowing much about the virus other than, you know, it's kind of destroy the entire world, you know, we made the decision to close it. And so we sold off the space, right? So the equipment, and you want to talk about hard like that, to know that that was one of the first things that I had built and spend time building. And, you know, we got three years into it, and we're right there, right there. And then just boom, that was it. So that was that was super hard to do. But I will say, looking back on it. It was a blessing in disguise, because what it allowed us to do was not retract on what we did from a doctor's perspective, during COVID. 

Edward Collins  55:25
Okay. 

Daniel Tribby  56:07
So at that time, I think we were probably doing right around a half a 

Edward Collins  56:13
Right, right. Right. 

Daniel Tribby  56:18
And so so we're not going to retract. And so the second quarter was a junk. And then as soon as the third quarter turned around, all of that paid off, and we grew 50% in 2020, because of that pivot 50%.

Edward Collins  57:02
Is that not just the pivot, though, you made a decision to take action, right. And the action was to capture market share, right? Because you you went out and you put dollars behind your activity. That pivot created an opportunity for you to get major foothold in the right environment. Tell me about more about that.

Daniel Tribby  57:24
Yeah, I think a lot of people were really, really within the market itself, right? They were. I don't I'm not gonna go into we're not gonna do anything. 

Edward Collins  57:33
Right. Right. 

Daniel Tribby  57:33
Well, and also, our niche client is a 46 year old male, female who's got 200-250 net income in that bracket. A lot of these people already work from home. 

Edward Collins  57:48
Yeah

Daniel Tribby  57:48
They're executives, right. So a lot of them now don't have to go to an office. They're working from home, they have time to put into their health. 

Edward Collins  57:55
Exactly. 

Daniel Tribby  57:56
They value health, they value shopping at places like Whole Foods, they valued nutritional guidance, they value exercise. So all we had to do was just go talk to those people. 

Edward Collins  58:06
Exactly. 

Daniel Tribby  58:07
And they came in, and they came in by the truckloads. And we grew 50%. In call it six months, because essentially shut, I mean, we're not shut, but it's, the revenue took a dive in quarter two because of it. But in that last part of the year, boom, grew. And then 2021 grew another almost 35%. 

Edward Collins  58:31
Wow. 

Daniel Tribby  58:32
And so it just like just keeps, keeps going. And then this year, we hit, we've tripled our revenue from from last year in the first nine months of the year, this year. 

Edward Collins  58:40
Wow. Right. 

Daniel Tribby  58:42
So a lot of that just goes into understanding who it is that you serve, right and speaking their language and making it familiar, right? Not valuing the almighty dollar, but valuing the almighty change that you want to elicit on a certain type of individual or a certain community, as I mentioned earlier, I know we're going to break that down a little bit more. But it was it was quite the thing to to close one, and have that pain, but then to also say, Okay, this is what we're gonna do. 

Edward Collins  59:12
Right.

Daniel Tribby  59:13
And this is why we need to do that. So I took a role of no longer treating being the the hands on provider, which again, treat anymore so good at it shut up. I dove hard into learning more about my own business self. I started that way before we close those doors, but I started diving hard into how do we better market? How do we develop a better sales channel both internally and externally? Right, how do we improve the website? How do we get better social media? How do we do these things started taking course after course, reading book after book, you know, finding all the mentors and, you know, following all the places I needed to follow on social media to learn the things that I needed to learn to be able to put that into place.

Edward Collins  59:56
It's amazing what you can do when you stop working in the pit. Notice when you start working on the truth, and that that pivot for you gave you the opportunity to do just that, yes, you could step out from the day to day stuff and work on it. When you when you look at at the metrics, because you brought up a very, very valid and very critical point, and that's understanding your avatar, your your ideal client, understanding who they are, what they look like, how they, how they dress, where they shop, what they do for for social interaction, like, understanding the entirety of who it is that you serve, helps you to communicate with them. How did you go through that process of developing that ideal avatar for yourself?

Daniel Tribby  1:00:41
Yeah, I think there's so if healthcare in general, as let me let me back this up a little bit. So healthcare, the idea of healthcare is that, you know, you walk in your weight, you get seen for minimum time, and then you get pushed out the door. See, again,

Edward Collins  1:00:58
that's the traditional No, that's, that's typically what we go through, right?

Daniel Tribby  1:01:01
Name any other business on the planet that runs like that, that would survive? 

Edward Collins  1:01:05
None

Daniel Tribby  1:01:05
There is none. Right? So what that means is that because we're healthcare providers, we've taken for granted. It's a need, 

Edward Collins  1:01:14
Right.

Daniel Tribby  1:01:14
Because it's necessary. 

Edward Collins  1:01:15
Yeah. Right. 

Daniel Tribby  1:01:16
So if you just build a practice, let's say you're gonna build a GI practice, right? So we're going to treat anyone and everyone with button got issues, that's what we're gonna do. If you got button got issues come see us. And this is what what they do. And so you have everything from this type of individual all the way to this type of individual 

Edward Collins  1:01:36
exactly right 

Daniel Tribby  1:01:37
of you know, color, Creed's, and kinds and financial backgrounds and different needs, desires, all the things 

Edward Collins  1:01:42
exactly right. 

Daniel Tribby  1:01:43
And if you do that, then you end up being just like everybody else, right? If in marketing and branding

Edward Collins  1:01:49
generalist, and that your specific niche, 

Daniel Tribby  1:01:52
elbows are sharp, right, you're in red ocean water. So as we call it in the branding, and marketing world, red ocean water, where you're not seeing you're just covered up. So if you really want to develop something, especially in healthcare, that stands out or score puts you in blue ocean water, then you have to identify who it is that you actually serve. Right, we're not going to just

Edward Collins  1:02:12
down to the very, very fine detail

Daniel Tribby  1:02:15
all of it, right? Not just demographically, like, where do they live, how old they are, how much money they make, those are all important. But the biggest question is, is what do these people want out of their, like health care experience that the psychographics, right, what do they want? And what do they want to avoid? And so for the CEO, small business owner or executive, what's the biggest commodity that they're in short supply of time. So you will not wait more than three, three to five minutes to be seen in our office. When the time of your appointment?

Edward Collins  1:02:48
That by itself is a solid? Right? Right there. Like you just um, converted never,

Daniel Tribby  1:02:53
ever, ever walked in and like your like laptop, you're in this little chair you like, lean for an hour, this is you. This is your motion, right? And this is what you do uncomfortably, because you're working your ass off, right? 

Edward Collins  1:03:02
Yep.

Daniel Tribby  1:03:02
And I wanted to appeal to that person. Now, do we get shunned because of that sometimes? 

Edward Collins  1:03:07
Sure. Yeah. 

Daniel Tribby  1:03:08
Right. But I know who I'm for 

Edward Collins  1:03:10
oh, 100%

Daniel Tribby  1:03:11
because I am, I am my ideal client.

Edward Collins  1:03:13
I can't tell you the amount of times that I've been in a waiting room with my wife, we're sitting down, we're going through something we have the kids with us or whatever it may be. And it's like, The appointment was 45 minutes ago. And they haven't even said hello, like, what's going on? And then you get transitioned to the actual treatment room and you're waiting there to 

Daniel Tribby  1:03:36
Yes, it's like insane. 

Edward Collins  1:03:37
So yeah, if you can cut that out. That's a huge selling point. And that

Daniel Tribby  1:03:40
is so so that was one of the things were the top two things that people complain about. One is the amount of time that I have to spend in the doctor's office. And the second one is still time related. It's how much time I get with my the 

Edward Collins  1:03:51
Quality of the interaction. 

Daniel Tribby  1:03:53
Exactly. So we there's no sliding glass. I love those offices. You walk in it's like a jail. 

Edward Collins  1:03:59
Yeah. 

Daniel Tribby  1:04:00
You know, like, you gotta have some special passcode to be here. I hate that. Like, stop. Get rid of that. If you're a doctor's office that has that shit. Get rid of it, please. Yeah. But it's, you get greeted, you get offered water, coffee, right. So it feels like a social experience. Right? And it feels familiar to you. And you get taken back on time. If it's your first time you're going to spend anywhere from 20 to 30 minutes with a physician for 30 minutes. 

Edward Collins  1:04:24
Wow. 

Daniel Tribby  1:04:25
Right? Like you don't get five to eight. This is what we used to do at our old practice. Even that was long, right? I mean, 20 to 30 minutes of actual time answering questions. Developing a plan, right? Being part of that plan. 

Edward Collins  1:04:38
Yes. Right. 

Daniel Tribby  1:04:39
And then you get out on time. 

Edward Collins  1:04:41
Yes

Daniel Tribby  1:04:41
You no longer have to burn a half a day. Right? And you get your questions answered. Right, especially if it comes to things like bone, muscle joint spine, because most people who've had pain, they don't know why they have pain or they're not educated enough to know what they should do to help with the pain and so they just get pumped full of steroids. pain medications, right? They do some physical therapy, which is a great thing. There's no quick fix, right? You have to do the physical therapy, I don't care if you have surgery, have injections or do what we do in stem cell therapy world, you still have to put the work in, you know. And so we cater to that type of person that understands the value of their own health, they want longevity, and they're willing to put that work in, there's nothing worse than, you know, doing a $5,000 procedure on somebody for them to call and say it didn't work well to do your therapy. No. Why did we treat this person? 

Edward Collins  1:04:58
Exactly 

Daniel Tribby  1:05:14
We should, that person should not have had the treatment in our office, because they're not the ideal person. Because psychographically 

Edward Collins  1:05:38
they won't follow through

Daniel Tribby  1:05:39
they're not going to follow through, right? So I don't want a system of accountability. You get to hold me accountable to give you the best resources available to make a decision about your health care. And I'm going to hold you accountable. To follow through the decision you told me that you wanted to make and healthcare offices don't do this? 

Edward Collins  1:05:57
No, not at all. 

Daniel Tribby  1:05:58
Not at all.

Edward Collins  1:05:58
Like I'm trying to remember an experience in a healthcare environment that I've ever had anything like that I can't think of one doesn't happen.  Yeah. So that's one, it's just remarkable change. Because you're you're you're essentially taking an industry that needs a facelift 

Daniel Tribby  1:06:16
and giving it a facelift. 

Edward Collins  1:06:17
Yes. So that's, that's where you are right now. That's what what the existing businesses like currently, what would you say the biggest challenges are that you still face? Because you've you've, you've gotten through a lot.

Daniel Tribby  1:06:32
Yeah. It's very, very easy. As a business owner to value the revenue, it's very, very easy to get into that place. So and when you get into that place, what happens is, is we start valuing people who can pay for our services, versus people who shouldn't be paying for our services, right? It's very, very easy to get into that space. And the reason is, because you want to help people, right? You have compassion, you know, 

Edward Collins  1:06:57
anyone who's gotten into health care that doesn't have that drive 

Daniel Tribby  1:06:59
exactly 

Edward Collins  1:07:00
the to make a difference in people's lives that they touch.

Daniel Tribby  1:07:02
Sure. And that the reason that we're all here, there's usually some other underlying why, you know, like most oncologists have, have dealt with cancer on a personal level within their family, which is why they become powerful. Why story, right? The same thing with me, I ended up in orthopedics, because I tore my shoulder two surgeries later, and I've had my ankle put back together to like, it's now something that's part of me, I understand, right. But the the issue is that if you don't value your health as a whole, and you're just looking for the next pill, or the next shot, or the next kick in the pants, that makes you feel better, then you shouldn't be in my office. Right? And I want to have compassion for people who want to get better. But if I want it more than you do, and just because you can afford it doesn't mean I should give it to you. 

Edward Collins  1:07:47
Right? Right. Real health is real wealth. 

Daniel Tribby  1:07:50
Exactly. 

Edward Collins  1:07:50
And it's the individuals who are committed to that outcome are the ones you want to partner with, in their journey to that outcome. 

Daniel Tribby  1:07:57
Exactly. 

Edward Collins  1:07:58
When you when you look at the next, let's say, five years, where do you see this, this business going?

Daniel Tribby  1:08:05
Yeah, I'm glad you asked that I, we definitely want to expand it. But the state of the economy right now says don't do that, 

Edward Collins  1:08:15
right

Daniel Tribby  1:08:16
we have plans to, to get a second location open in 2023. And then a third one and 2025 with, you know, significant goals by 2028 to move and sell. But with the way everything is kind of changed, you know, CPI data, and all those things that have come through in the economy. You know, your lovely Jay Powell, raising rates and doing all the things and like, it just doesn't make sense. From a business standpoint, to expand for us at this, this moment. I'm hoping by the end of next year, we see some turnaround in that. It's definitely a good time to invest in other stuff, though, right? You if you're looking to pocket that revenue, but from an expansion standpoint, I want to be able to, it's not just about growing the business because we want to grow the revenue, right? The goal is to make money for any business, your goal is to make money it has to be, but it's not necessarily the mission of your business. The mission of your business is to influence lives, change communities, do whatever it is that that is meaningful to you are near and dear to your heart. And there are too many people having unnecessary surgeries, who are addicted to pain medicines, who want something different than wants something better than want some longevity. And they want to be long term greedy with their health. And so I want to be able to help influence that. So for me for our practice directly, it's all about having the opportunity to help people get over pain that has changed their lives in a way that they would have never imagined. You know, I used to do this but now my back won't let me I want to change that dynamic, right. So we'll see you in the next 12 months what happens We just did a little bit of a dare to call it a rebranding ourselves, which, if you if you are a business, especially in healthcare, you don't just make up your brand one time. And that's what it sticks with, you have to you have to continue to remodel it and change it and mold it. And so we just my leadership team, just a couple of weekends ago, we all met Daytona. And we did a little thing I brought in a third party mentors are important people that can see the external, brought into third party person and we spent the first day ourselves and then my guy Devo. I was like I need you to come in and do what I do, but just do it better than I do. He came in and took our base and just really crafted a new message and a new brand style for us which and we're not gonna change logos or anything like that. But we want to definitely change the language that we use on a regular basis. So it directly translates as something familiar to our niche clientele. And if you don't do that, you're going to start inviting riffraff into your business. 

Edward Collins  1:10:55
Right. So I don't want to go out gloss past this. 

Daniel Tribby  1:11:00
Sure. 

Edward Collins  1:11:01
We talked a little bit about that. You mentioned a moment ago about the expansion effort potentially being on hold. I'm curious about the calculus that went into that decision making process because I think a lot of business owners are poised on that same decision right now. I mean, we're all going through living through the economy that's currently present. 

Daniel Tribby  1:11:17
Yeah. 

Edward Collins  1:11:18
And some of us are in a position room. Maybe it's time to expand, but maybe not because I'm a little bit nervous. I'm just curious, like, what what was the calculus you used? To say, Yes, it's right to hold off. Or maybe we should venture into like, what was what was the back and forth?

Daniel Tribby  1:11:35
Yeah, I think it's, it's hard to come to that realization that it's probably the right time real estate wise to make the move. But it may not be the right time consumer wise to make the move. 

Edward Collins  1:11:49
Okay. 

Daniel Tribby  1:11:49
Right. Because people are going to, again, retract in dollars. 

Edward Collins  1:11:54
Yes. 

Daniel Tribby  1:11:55
And this, the, it's not like COVID, where people can just transition to work from home, and so get the same job done. Right. It's there's a retraction economically, right now that while people are still spending because of inflation, but if the Federal Reserve Bank keeps raising rates, then that's going to come to a screeching halt, they're going to force a down economy. 

Edward Collins  1:12:16
And how basically came out and said he's doing that I mean, right at Jackson Hole, he said, listen, households and businesses, right, feel the pain. 

Daniel Tribby  1:12:23
Exactly. 

Edward Collins  1:12:24
So they're committed to that interest rate approach, at least now, I mean, potentially, there could be a pivot on the horizon based on what's going on in Europe at the moment and some changes and central banks around the world will figure out whether or not the US makes that pivot as well, anytime soon. I'm not certain that would happen. But regardless of that pivot, like if you look back, historically speaking, at challenging times in our economy, it's usually during those challenging times that those businesses that do put more dollars into marketing and go through expansion and are interested in capturing market share those businesses that do that actually tend to be the winners in the outset. So how has that thought process going through your head? 

Daniel Tribby  1:13:07
Definitely has a big my, my feeling is, is more on the lines that we are 80% cash pay? 

Edward Collins  1:13:15
Yeah. 

Daniel Tribby  1:13:16
Right. And it's not often cheap to have some of these procedures done. Yeah. Right. And so it's, I worry about me geographically, we're going to put them in a location where it would make sense 

Edward Collins  1:13:26
exactly right. 

Daniel Tribby  1:13:27
But I worry about the state of the economy, and people retracting as a whole, right, I think it's a little I view it as a in a down economy, people are going to go spend their money where somebody else is paying, ie insurance. 

Edward Collins  1:13:44
Right? Right. 

Daniel Tribby  1:13:44
Unless you have a smaller level commodity, yeah, 

Edward Collins  1:13:48
It may be more willing to suffer through the not seeing your doctor for the first 3045 minutes in the office waiting and then only getting a minute and a half to two minutes with them. They may be willing to do that, if their choices only be able to do that versus like putting food on the table. 

Daniel Tribby  1:14:04
Right. 

Edward Collins  1:14:05
But the demographic that you're going after, really isn't challenged in that same exact way. 

Daniel Tribby  1:14:10
Yeah. 

Edward Collins  1:14:10
Just curious why? Why it would be something you would hold off on?

Daniel Tribby  1:14:14
Yeah, I it's probably more of a fear factor than anything else. Right. It's another one of those steps into stretching yourself as a business owner. But there's also a, you know, businesses are taking hits, like you mentioned that businesses are gonna feel it, all these other places are gonna feel it. And I'm, like, you know, Is now the right time to put that risk in. 

Edward Collins  1:14:33
Yeah. 

Daniel Tribby  1:14:33
The other question is, is when is it ever going to be the right time to take a risk?

Edward Collins  1:14:36
Because the dynamic there is, that means everyone else who's potentially quote unquote, a competitor is going through that same decision making process. Yeah. And if everyone else is retracting, and you're the only one else expanding, that gives you the ability to capture market share, so that when things do turn, you're the one best positioned to take take advantage of that.

Daniel Tribby  1:14:54
Yeah. There's also a I think a dynamic to with with who is the who's the doctor that you can hire. 

Edward Collins  1:15:01
Sure.

Daniel Tribby  1:15:01
Right. So you have to have a very highly, very specialized position. And we've been doing stem cell therapy in the spine on the East Coast longer than anybody else. Right? So I look at competition like,

Edward Collins  1:15:14
yeah, come at me.

Daniel Tribby  1:15:16
So and I can we could build a Center in Atlanta, we could build another one in Florida. You know, we could go to Chicago, like there's a lot of areas that we could go where we would be highly welcomed in certain communities. And I don't say that to be like, Look at me, I say that because the opportunity is there. It's just who can you put in the position, right, do what it is that we do, in the same way that we do it? Right. 

Edward Collins  1:15:40
So that's, that's not necessarily an economic issue. That is, that's a resource issue. 

Daniel Tribby  1:15:45
Yes.

Edward Collins  1:15:45
With regard to personnel and having the right capability and skill sets to be able to put into that dynamic to serve the community you want to be serving. So I totally get that as a limitation. That just means you have to do more research and get your name out and get more exposure so that the right providers of that type of care know who you are, and the fact that there's an opportunity there,

Daniel Tribby  1:16:07
where you split them, right,

Edward Collins  1:16:09
Depending on where you're located and right how you can situate that. 

Daniel Tribby  1:16:12
Yeah, so we've talked about that, you know, as far as we can, if we went into say, like the Ponte Vedra area, right, so you get close to the WGV, the World Golf Village, and, and all that you'd have the opportunity to do so. And you'd only have a two hour commute back & forth. And also burnouts, a real problem, right. As the operations guy inside of that business, I don't want to see my physician get smoked. 

Edward Collins  1:16:37
Exactly. 

Daniel Tribby  1:16:40
And also, I think there's a certain amount of, you know, as having a physician as a, as a co owner in this business. Right. So she does some working on, right. And if I do that, too, I'm trapping her working in. 

Edward Collins  1:16:54
Yes. 

Daniel Tribby  1:16:54
Right. And until I found somebody to replace her who had the same the same skill set, and it's not just can I deliver a product, it's can I deliver an experience to that? You know, it takes a lot to there's a big difference between a Michelin restaurant and a five star restaurant. 

Edward Collins  1:17:10
Yes. 

Daniel Tribby  1:17:10
Right. And that's extraordinary. 

Edward Collins  1:17:12
Is that that extra portion? 

Daniel Tribby  1:17:13
That special ingredient is the experience. Exactly. And so it's it's having that as a as a form of it as well. So in combination with economical change, and all those, you just start to go. Should we do it? Should we stay? Should we do it? Should we stay? 

Edward Collins  1:17:29
Right?

Daniel Tribby  1:17:29
 So I don't think there's a question of, should we do it? And I think it's a question of Is now the time is that it's like, Should we just hold a little bit and just wait and see what's going to happen? And then say, okay, we're fine. Let's go, you know, or should we just stop completely? You know, it's a it's a, I think it's more of a, of a holding pattern before we land the plane on the decision than it is a law firm, yes or no at this point. But it's consideration of economy. Who do you hire? Right? Where do you put it specifically? And, and again, how much money you got to funnel into the marketing. From that standpoint?

Edward Collins  1:18:03
Well, I think that you've done an amazing job, choreographing this entire enterprise. I think the special sauce is that experience, the experience you're giving to your end consumer, and the individuals who are coming in to consume what you have to offer, they get an exceptional experience, they get something that they're not used to set you immediately off from any potential competitor. And you deliver, not just the you give the the initial experience you deliver throughout that, that individuals journey with you. And then you're retaining them as well. But it's beyond just that at this point. Because now, you're not just doing it for yourself. You're you're teaching other business owners how to do this, too. 

Daniel Tribby  1:18:45
Yes. 

Edward Collins  1:18:46
So tell me a little bit about that. Like, what is it that you're doing specifically in that area?

Daniel Tribby  1:18:50
Yeah, I it was funny. So I, as I started diving into the business aspects, and the things that I didn't know that I did no, right. So right, you learn, you learn, you learn, but you learn general business stuff, but you have to apply it to your field, right? Because there's such a difference in the way healthcare versus restaurant versus commodities versus finance, there's a difference in nuances of each field. So as you learn the business aspects, and you start applying them, you start getting noticed. And as you get noticed, people say I am the CEO, you guys are everywhere. Your marketing is everywhere. And I'm like, That's right. I know it is because I'm doing now dammit. The people, I realized that I was starting to get questions from other health care providers, like well, what do you think about this? What do you think about that? And I would give them just little nuggets. Oh, yeah, try this and they go, what does that? I got to realize,

Edward Collins  1:19:40
I don't know any of this. Wait a minute, honestly, common sense for me, right?

Daniel Tribby  1:19:43
I'm like, Okay, wait a minute. So if you don't know, and I can help you that you should pay me to help you. 

Edward Collins  1:19:50
Right, right. Right. 

Daniel Tribby  1:19:51
So I was like, You know what, in the midst of 2020 and doing the revamping of the marketing and everything, I was like, let me just sit down and I just happened to meet Raymond Aaron. Which, for those of you don't know, Raymond Amon remedy, He's authored over like 180 books, he's been part of some of the chicken soup books and all that stuff. So, but he has his own publishing group and I had the chance to meet him. And I was like, You know what, maybe we should group and write a book. He was nice enough to afford with me, which was great. And I just put together a full on like, this is if you're going to build a private practice, right, and no one's how to do I don't want any of the bureaucracy for and hospital systems, you guys can have all of that nobody wants to go to a hospital, it's an even bigger waste of time, right, unless you have to have some major procedure. But for private healthcare systems, I'm like, these are the necessary steps that you need to take from the beginning, in order to start off the right way. It's a lot cheaper to build it right than it is to pay somebody like me later to help you fix it. And so I just put together a whole, basically, initial branding. This is how you want to formulate your office, this is the customer service. This is how you sell appropriately. This is the marketing that you want to use. This is the language this is how you balance the finances on a very small structure so that you can pay your people and not have to do what I did and call my mom and borrow $15,000 a day. Right? So that was us that was that that was definitely like it was like 2018 or something like that. We had some some insurance checks or something like that didn't clear. And so if you want to know trials and tribulations, there's a big one right there. So I call my mom and I was like, Can you do me a solid? 

Edward Collins  1:20:26
Can you help me please?

Daniel Tribby  1:21:19
Right. I was like, I need to just throw me a few shekels I'll give them back to Susie's checks clear. And we did you know, we paid her back within like, four or five days, but it's just that phone call that even pro phone call. So it was important to me to include just a little bit of hey, these are some bank accounts, you need to consider constructing this is how you need to separate your money. Stop just spending it endlessly because you feel like you need to have six staff members for one physician, you don't right. So just little things like that, that just really helped people understand how to go about building this healthcare practice that you now want to venture into the entrepreneurial space, right? I think people confuse the idea that I'm a good healthcare provider, therefore, I'll be a good business owner. And like that does not work at all. So it's a whole different skill set that you have to learn, you know, you went to school for 810 12 years, some of you to be healthcare providers. How many business people did the same thing? They may not have gone to school, but they went to Hard Knocks school, right? 

Edward Collins  1:22:19
Oh, yeah. 

Daniel Tribby  1:22:20
They learned through a lot of trials and tribulations how to build a business. And if you think for a second, that learning business skill set is not something valuable to you, your business fail. 

Edward Collins  1:22:30
Oh, my goodness, it's critical, right? You need to know what you don't know right now. So find those, find the mentors to teach you exactly. Individuals who have been through it. And you can learn vicariously through them. 

Daniel Tribby  1:22:42
Exactly. 

Edward Collins  1:22:43
Now, is your visual bookstore available for

Daniel Tribby  1:22:45
it is It's on? It's on Amazon? Hasn't people get on me about trying to do it as an audiobook and okay, I have to create the time again, time is, is the short commodity. But yeah, it's available on Amazon.

Edward Collins  1:22:56
I'll make sure that that gets in the show notes that people can get access to.

Daniel Tribby  1:22:59
I would appreciate that. Thank you. 

Edward Collins  1:23:00
When you look at at your your journey, you've been through a lot. You've gone through major trials and tribulations you've gotten through them to the other side, you've built an amazing business that's thriving, right now. It's poised to continue to thrive even through the challenging economic times we're going through, I often like to get involved in a thought exercise with our guests. And if you wouldn't mind indulge me, I tried to take you down this this quick little thought exercise. I'd like you to imagine for a moment that you have the ability to go back in time. With all the knowledge you have right now. Part of who you are. And you go back in time, and you're able to go at any point in time in your own lifetime. Go back to meet an earlier version of you. And you only get to share with that younger version of you. One thing. So my question to you is twofold. Who would you go back to visit meaning what age would you be when you're visiting? What's going on in your life in that moment? And the second portion of that is what do you share?

Daniel Tribby  1:24:07
Yeah, I know exactly the moment to like it's, it's the and I've done this exercise before. So I knew where I would go back to. Let's let's do a little context. There are very few people to get to the end of their life and say to themselves, I regret doing ABC, right, but there's a lot of people who have regrets for not doing certain things. And when I was 22,23,24, I started asking myself those questions. I started listening to everyone else say, Oh, it's just what you're supposed to do. Right? You just sweat. You do your work. You get married, you do these things. Switch do This is what life is. Don't go to Hawaii. Don't take that job out there. You don't need to do that. I would go directly back to that person and I'd say Don't ignore that feeling in your gut. Don't ignore that. voice in your head, because it's not wrong. And if you wait 10 more years, you'll still get there. And that's what I did. I would it took me 10 more years to decide to leave I was there, well, sorry, nine, I was in that business for nine years, asking myself all the time and going to people and saying, you know, and it's just how I'm feeling. It's how I'm feeling. I lost a relationship, because I was I was feeling I was told you I was engaged in that relationship, because I was questioning, I gave up on other opportunities, because I was questioning and I listened to the wrong people. 

Edward Collins  1:25:29
Oh, yes.

Daniel Tribby  1:25:30
That happens often, right? So I would go back to that 20 to 23 year old version of myself and say, listen to that feeling. Go find people who understand it, stop talking to your mom stuff, to your friends, who don't get it, go find people that will understand what you're talking about, and figure out what to do sooner. Right? And not for any other reason, then, you know, we all have a unique ability, I believe, to affect the lives of entire communities. 

Edward Collins  1:25:57
Oh, yes. 

Daniel Tribby  1:25:58
You know, and we're put here to to give right and to give via our good work, right. And I think if you're if you're just moving through life, bitching about everything, rather than doing something about it, you're not doing your good work. 

Edward Collins  1:26:13
I agree. 

Daniel Tribby  1:26:14
So I would have told that person step into your good work a lot earlier.

Edward Collins  1:26:18
Powerful. The second portion of this thought exercise, though, is a little bit of the flip side. 

Daniel Tribby  1:26:24
Okay. 

Edward Collins  1:26:24
So imagine then, for a moment that a future version of Daniel comes sits next to you on this couch right now, in this moment that we're in experiencing today together? And he's going to tell you one thing, what does he share with you?

Daniel Tribby  1:26:38
Yeah, actually, something that I've been wrestling with, is, is giving, I feel that, you know, there's a entrepreneur tends to be this buzzword, especially now, yeah, I've gotten to the point where I don't really like it. Like if you if you own if you're a solopreneur you own like your own little coaching business, and you're calling yourself a CEO, like, bro, like, helped me out here. But you, you become this not because you you desire the boats, and the cars and the fancy houses and all that, like, that's nice. Right? But it's also excessive. You know, so I've been wrestling with the, Who do I give to? How much do I actually need to live a life for my son? And I that makes sense, you know, as a as a single dad? What is what is that lifestyle? What do I want to teach him? And then who do I want to get back to? What is the thing that I want to support in the community? Who is it that that can use? I make $3 million a year? Do I need $3 million a year? And I would like did luckily a lot of people say we only called to leave 10% I'm like me, but that's the bare minimum. Right? You're gonna do the bare minimum, like if I make 3 million a year and the bare minimum. So that was that $300,000? What am I doing the other 2.7 million other than living in excess? You know, why do I need fancy cars and boats and all this stuff, when there's people who don't have home about food on a regular basis, you know, so that's something that as a as you get into the upper echelons of revenue generation inside your business that I've really been wrestling with, like, Who do I give to. And I have also decided that I will not work with a lot of these other healthcare practices, and less than they know who they're giving to, if you're just here, because you want to create money and create this big lavish lifestyle for yourself. I'm out, bro. Like, I'm not your guy. And so if a future person comes back to me right now, he's gonna say, Keep on that path of finding that thing. What do you want to give to who you're going to support? What's the actual change that you can make? Not just in the industry, but globally?

Edward Collins  1:28:46
So yeah, and I think that that's, that's, there's a lot of different qualities of entrepreneurship. And there's a lot of different drives behind what motivates an entrepreneur to do certain things. 

Daniel Tribby  1:28:57
Right. 

Edward Collins  1:28:57
And I think you and I probably share a similar drive, that's impact yet, like fulfillment for me is progress, measured by the ability to have impact. So because again, once you get to certain revenue amounts, it's like, okay, it's no longer enticing. I mean, when I was younger, money, money was definitely enticing, because I didn't come from money. So me getting access to large pools of capital on an annual basis was amazing. But the cachet of that definitely wore off pretty quick, right? Because once you have more than enough, more than more than enough, it sort of doesn't even matter. 

Daniel Tribby  1:29:35
Right. 

Edward Collins  1:29:36
So I get that with regard to trying to figure out how how you can continue to have an impact beyond just those that you're serving, but within your community and causes that you care about things. Huge.

Daniel Tribby  1:29:49
Yeah. I actually saw a soccer player I forget. International soccer player plays for a German team, I believe. And he quoted the other day, he was like, Why do I need 20 Ferraris and and if huge house. He's like, I'm out here building schools and helping dude like this dude makes millions like the soccer players make millions and millions of dollars. Right? Like, look at Ronaldo, how much money does this idiot make? Yeah, the stupid amounts of money? And what's every commercial that you see him in? Some fancy watch commercial suit commercial or cars? Yeah, I'm like, what do you actually do? I don't know, if he's actually giving back. I'm not making judgments about him. I'm just saying like, like, how is it that you're as a whatever your craft? Is the you're an athlete, a business owner, or just the everyday person that makes $65,000 a year? What are you actually giving back to? Right, and giving back to your family is obviously one of those things right? Component? 

Edward Collins  1:30:38
Absolutely. 

Daniel Tribby  1:30:38
You know, you don't want your you don't want to be given away all your revenue to where your spouse can't go to the grocery store and buy the things that you need, right? Because you're, you're being overly frugal, but then giving to to other outside communities. But, you know, I would say we, as a business owner, what are you giving back to? What what are you trying to change other than just your industry? I think it's, I think it's important to know that. Because if you really want to be noticed in your community, that's one way to get noticed.

Edward Collins  1:31:04
Oh, definitely is some definitely. Now. So Dan, you got two bits of information, one you gave to an earlier version of yourself, and one you gave to yourself just now. I don't want the audience to feel left out. So if you wouldn't mind, what's one thing that you'd want to make sure the audience knows. So if you're going to share one thing that you think could have impact on them and their tomorrow? What would that one day?

Daniel Tribby  1:31:30
Yeah, from an entrepreneurial standpoint? 

Edward Collins  1:31:32
Correct. 

Daniel Tribby  1:31:33
We're talking to entrepreneurs right now? 

Edward Collins  1:31:34
Pretty much. 

Daniel Tribby  1:31:38
I would say, the biggest thing I mentioned it earlier is do the upfront work. Do the things in the beginning, that allow you to build your brand from the start. Not wait not just figuring it out, like a lot of people just are going by the whim and just like, Oh, I'm gonna build this for anybody and everybody, right? We mentioned the GI doctor, right? Anybody who's got gun, but issues I'm here for you, right? Decide who it is that you're for, decide who extensively through and through who that person is, and then craft your business to outfit that person and give them or give the industry that you're trying to change a reason to come and see you because you are their person. Because it is very, very costly, both time and energy wise and revenue wise to fix that later. So I would definitely find somebody from the very, very beginning that can help you hone in on exactly who you're for and what your message is to those people. 

Edward Collins  1:32:38
Wow, super powerful. I appreciate you so much for coming in and sharing authentically. If the audience wants to reach out to you how what's the best way for them to get in touch with you?

Daniel Tribby  1:32:49
Yeah, I need to I need to rebrand this because there's too many quote unquote coaches out there. So my personal brand is actually is actually Coach Tribbey. I typically don't do a lot of one on one anymore. Coaching, I do full consulting for practices, because if I'm trying to tell you as a healthcare provider, what to do, you're not going to follow through, so I just flush it with your whole team. But you can find me on Coach Tribbey my last name is T-R-I-B-B-Y, you can find that .com And that's every every handle across my social media platforms is just I am Daniel Tribbey. So you can find me.

Edward Collins  1:33:23
Wonderful, I'll make sure to get in the show notes as well. So, 

Daniel Tribby  1:33:26
Thank you. 

Edward Collins  1:33:27
This has been an amazing experience. I truly, truly appreciate you coming in and sharing so authentically with us. I know that your time is valuable, and I appreciate you being willing to invest it this episode, and to share it with the individuals who have basically decided to invest their time watching and learning from your story. So thank you.

Daniel Tribby  1:33:47
Absolutely. No, it's pleasure. It's great to be here. This beautiful studio, I'm gonna come to your studio.

Edward Collins  1:33:52
It's it's always here so you know where we are now. 

Daniel Tribby  1:33:54
I love it. 

Edward Collins  1:33:55
And for you, I know 100% that you've gotten significant value out of this. So what are you waiting for? Hit that subscribe button because you're not gonna want to miss what comes next. My name is Edward Collins. This has been another amazing episode of entrepreneur unleashed. Bye for now. And yeah, that was awesome. Thanks so much.