64 I The 7 CEO Skills They Don’t Teach in Myofunctional Therapy Training

Ever wondered why finishing your myofunctional therapy training still leaves you feeling unsure about how to actually build a business?

 In this episode, I’m sharing something that many therapists quietly struggle with after training. Clinical education teaches you how to help patients, but it rarely teaches you how to run a business. 

I’m breaking down the seven CEO skills that actually determine whether your myofunctional therapy practice grows into something profitable and sustainable. If you feel scattered, overwhelmed, or unsure what to focus on next, this conversation will help you understand the season of business you’re in and the skill you should focus on right now so you can start building real momentum.

 Grab your ☕coffee and your courage - and let’s dive in! 

 Xo, Carmen

🌐 The Profitable Myofunctional Therapist™ 

https://theprofitablemyofunctionaltherapist.com

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📅  Need help? Book a "Get Unstuck" call today 

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Transcript

Success Comes In Seasons

SPEAKER_01 0:00

My goal for this episode is to help you understand that business success happens in seasons and it requires specific CEO skills at different stages. Just because you have completed your clinical malfunctional therapy training does not mean that you have the skills to run a profitable business. This episode reframes confusion and overwhelm as a signal that you are very likely using the wrong skills in the wrong season. And my goal is to give you clarity on what to focus on next. If you're a burned out, bored dental hygienist who knows that you can't do this forever, or you've already taken myofunctional therapy training but feel stuck on how to actually start, grow, or simplify your business, welcome, my friend. You're in the right place. I'm Carmen, a dental hygienist who once sat exactly where you are: overworked, physically tired, mentally done, knowing that there had to be more, and wanting the fastest, simplest, most organized path forward with someone holding my hand along the way. This podcast is for women who don't want more information. They want transformation. They want clarity, consistent clients, predictable income. Without building a business that takes over their life, they also want support while they do it. So if you're ready to stop spinning, start moving, and finally make sense of what comes next, grab your coffee and your courage, my friend. Let's build a business that works for your life, not one that runs it, so that you can build a life that you're genuinely bonkers about. Because that's my superpower. Hello, my friend, and welcome back to the podcast. Whoop whoop! Today we are continuing building that life you're bonkers about. Or also, as I have been affectionately calling it, a life first myofunctional therapy business. Isn't that so true? I absolutely just love it. And man, that's what we all want is a life first myofunctional therapy business. What I mean by life first is that you are building your life first. And then the business comes around that, not the other way around. So if you are new to me, then this is absolutely my zone of genius. It is my superpower. It is what I love helping women like you uh build that life your bonkers about or or get started on that path. For

Life‑First Business Philosophy

SPEAKER_01 2:45

some of you, that life comes a little bit slower, meaning you're not in such a big hurry to become an entrepreneur and a business owner and to leave Dena Hygiene. And then other people like me were really in a hurry. So either way, everybody has their own journey. So let's get into it. I wanted to start today by sharing something that happened for me very early on in my journey. When I took my myofunctional therapy training, it was 12 weeks long and it it taught me the clinical things. Okay. I've talked a lot about this before. Um, I learned the clinical stuff. But when I finished, I remember thinking like, okay, now now what? Because that clinical training didn't teach me anything about how to actually run a business. Okay. I understood the clinical stuff. I understood the anatomy, the airway, the habits, and the why behind the work that we were doing, but nobody showed me how to take that knowledge and turn it into something sustainable, something profitable, something that could actually support a life that I would, that I am bonkers about, this life, this amazing life that I get to live. So over the years, that gap has become impossible for me to ignore because I see it every single day, every week, every month that I am working with students. I am meeting these women that are highly trained. Uh, some of them are certified,

The Gap After Clinical Training

SPEAKER_01 4:20

they're motivated, they are just completely unsure about what to do next or how to grow their business. So today we're going to be talking about the seven CEO skills that um that they don't teach in myfunctional therapy training. Okay, but you absolutely need to have these to succeed. So, first, let me start by telling you about a student that I am working with right now. She is clinically very strong. Okay. She is confident in her skills. She built that confidence by getting her training. Uh, and then she has been subcontracting in other offices using her myofunctional therapy skills. So she has gotten real-world work experience, okay? And and she has she has seen results with with patients. Um, when she decided to open her own business uh last year, she was very proud of herself and she should be because she saved up the money, she invested it, she spent a lot of time. Um, she hired somebody to build her a beautiful website. And yet, here just a few months later, she is really struggling. Okay, she has no clients. It's not because she's not good at what she does, it's not because myfunctional therapy doesn't work. It's because she has no business systems. She has no um, she she had no good roadmap for setup. Um, she had somebody build her website, but her website isn't set up for SEO. So she's driving no traffic. She has no data, she has no metrics, no way to evaluate what's working or what needs to change in her business. So when she came to me um and I started working with her in my grow business coaching container,

Case Study: Strong Clinician, No Clients

SPEAKER_01 6:15

she said something that I hear all the time. I don't know what to do. I don't know how to get clients. I'm not good at marketing. I don't, I'm not good at writing. Uh, I feel like I'm spinning my wheels. I feel like I'm all over the place. When somebody tells me that they feel all over the place, I know exactly what's wrong. They're trying to build a business without a framework, without understanding what season they're in, and without the the C the right CEO skills or or I like to call it the CEO crown required for that season. One of the biggest beliefs that I gently but firmly dismantle is this just because you took a training does not mean that you are gonna know how to do this alone. If you want a specific outcome, like a profitable myofunctional therapy business, you have to invest in the skills to create that outcome. And once this student got clarity about what to focus on and what we're working on next, then everything starts to shift. Okay, so here's the core idea that I want you to walk away with today. You don't need all seven CEO skills at the same time, but you're gonna need every one of them at some point. Confusion comes from using the wrong skills in the wrong season. So let's break this down. So the first season, the setup season, you are going to be using two uh CEO crowns, okay? Two CEO skills. Um, your first one, I affectionately call your clinical skills, confident clinical skills, and then your CEO crown, okay? So this is where you're setting up your business correctly. Your legal structure, your banking, um, insurance, your financial systems, all of that stuff. This isn't flashy, sexy work, okay? But skipping it creates chaos later down the road. Uh, the nice thing with the setup season is once you do it, boom, boom, boom, you are done and you move out of that season. You only do it once, unless you go back and rebrand or something, you know. But once you get that done, then you move on, okay? So, like when I brought her into coaching, we work through that stuff. Hey, do you have this stuff done? Do you have this? Do you

Core Idea: Right Skills, Right Season

SPEAKER_01 8:40

have this? Do you have this? Do you have all of this stuff so that I knew what season she was in? Because then I have to know what season she's in to know what we need to work on. Okay. So the next season is the planning season. So you're going to use the skills about setting your prices, creating irresistible offers and marketing skills. Okay. So in this season, you are going to decide who you're going to serve. Okay. You're going to nail your who. Very, very important. Yes, I know you just want somebody with a purse and a pulse. But in today's business climate, if you try and speak to everybody, you're going to speak to nobody. So you need to niche in. You need to specifically have a group that you're work that you work with. Or if you refuse to choose, like for example, adults or children, then you need to have a topic, like something that you can be, you know, your knowledge can be an inch wide and a mile deep. So rather than working with every human that's a mouth breather, perhaps you're working with, you know, a certain age or something more specific. Okay. So you'll be nailing your niche. You're going to be figuring out how you how you're helping and what how

Setup Season: Foundations

SPEAKER_01 9:58

you help and what makes it different, your unique myofunctional experience. Um, this is where you stop being a commodity, like corn or wheat, or people can just price shop you, and you start building a business that's based on how you are different, okay? Um, and then you're doing marketing here. So marketing here is it's important that when you're doing marketing, that you have a plan. You're not just posting. So in the planning season, you're coming up with a content plan. And it's not gonna look like, well, at least if you're coaching with me, it's not gonna look like dancing on TikTok, okay, because that's gone in seconds. Um, you're going to learn how to create a marketing plan that actually is gonna serve you for months and years to come. Okay. So that's planning season. In the building season, you're going to use marketing skills, you're going to use sales skills. Sales skills is a big one that you guys are afraid of because you've spent all this time and money getting your clinical training, but now you don't want to take any money from anybody. I don't understand it. Um, you're going to get good at client fulfillment. You're going to also need operational skills. Okay. So this is where you will implement the marketing plan that you created in the last season. This is where you're going to learn how to invite people into sales conversations with you and convert those people into free assessments and then convert them into comprehensive exams and convert them to paying clients. Um, you're going to track metrics and build systems and deliver incredible results. If you do not know your numbers in this season, you don't own a business. You have a hobby. So this is really, really important. All right. And the last season is a scaling season. So for uh for most intents and purposes, I don't really get into that here in this podcast

Planning Season: Niche And Offers

SPEAKER_01 12:05

because this podcast is to start and grow. Um, typically, audience-wise, people who are scaling um who have businesses like the size of mine, they're not really gaining something from this podcast. But in the scaling season, this is when you are using your CEO skills and you're just optimizing things. This is where you will um evolve things. This is where you're going to be making data-driven decisions, maybe upgrading your systems, hiring somebody, increasing capacity to support more people and preparing for long-term growth. Um, scaling isn't doing more, it's it's doing what works on purpose. Okay. So let's talk about your homework from this episode because I I want you to take some action. Okay. So here's what I want you to do. First, I want you to identify what season of business you are actually in right now. Are you in setup? Are you in planning, building, or scaling? So I want to tell you this, my friend. If you are listening to this and you are not absolutely confident in your clinical skills, then you're in setup, okay? And shameless plug, you need another training because if you, if your first training didn't give you what you need, you need another training. Don't worry about it. It's a sunk cost, okay? Because you're either going to stay where you're at and not implementing or doing anything, or you need to take another training that is very, very comprehensive and is going to give that to you. And I just happen to know the person who can help you do that. Um, so figure out what season you're in, okay? Um, a lot of you guys might be your planning, which is great. So, second, then I want you to name one CEO skill that you need to focus on in this season, okay? One that you've been avoiding, or you're hoping that that some some genie is gonna come along and fix it for you. Um, whatever it is, it it just pick one, okay? Um, and then I want you to put it on your calendar and block 60-minute CEO container this week and label it with whatever skill that you need to work on, okay? My friend, focus time, no emailing, no multitasking, just focused learning work. Because one of the things that you have to constantly be doing in your business, and this is one thing that I told this student, you have to be willing to invest in getting the skills that you need to run your business. That means if you don't know something like SEO for your website, guess what? You can't just sit there and stick your head in the sand and hope and pray that this the SEO genie is gonna come and just solve the problem for you. You have to fix it. How do you know, or

Marketing With A Plan

SPEAKER_01 15:05

how do you think I have have gotten all the skills and knowledge that I have? I have spent hundreds of thousands of dollars learning, coaching, that kind of stuff. So making an investment is really important, okay? And so, what however that's gonna look for you, I just want you to identify the skill that you need to work on and and set aside 60 minutes to start doing it. Okay, you're gonna need more than 60 minutes, I can guarantee, but this is a start. Um, and then you are going to do it, okay? So that is super, you gotta identify it and do it. Not deciding that you're gonna be overwhelmed, um, not deciding to buffer and do something else because it's uncomfortable. Sometimes it takes just breaking it down into the tiniest little steps. For example, I'm building a new website right now. Um and and I am building it with a whole different business acumen that I built my first website with. So the SEO is just getting really dialed in, and everything is very intentional, and every video and image is compressed, and they have alt text and they have a title, they have all of these things for doing business in at this point in time, and it's a lot. And let me tell you, my 60-minute learning blocks just go so quick, but I'm learning. So, and when I started, I tried to just jump right in the middle of it, and I was like, whoa, I need to go back to something that's more like SEO 101. Uh, and so

Building Season: Sales And Systems

SPEAKER_01 16:45

also I invest the time and the money into doing that. So, all right, I think I've been ranting enough. Um, let me just end by telling you this, my friend. Feeling scattered doesn't mean that you're failing, it just means that you're missing some structure and you don't need to go take another class, unless, of course, I really shouldn't say that you don't need to go take another class because if you're not confident in your skills, then yes, you absolutely need to come study with me inside the profitable myofunctional therapist. And if you don't know all of this business stuff, then absolutely you need to come work with me too. So um otherwise, you just need to be working on the right, using the right skill in the right season. And knowing what season you're in is is where you're gonna start. So that is all I have for you, my friend. Until next time, go build a life that you were bonkers about. And I will be back soon and we will talk all things starting, growing, and simplifying your myofunctional therapy business.

SPEAKER_00 17:48

I hope you loved today's episode, friend. I pray that it lifted you up, motivated you, and taught you something. If so, would you stop right now and go to Apple Podcasts and leave us a review? And lastly, make sure you've joined the profitable myofunctional therapist Facebook community. Links to all the goodies can be found wherever you're listening to this podcast. That's it for now. Cheering you on, my friend, and we'll chat soon.