{"version":"1.0.0","segments":[{"speaker":"Charles Goldfarb","startTime":10.77,"endTime":13.62,"body":"Welcome to the"},{"speaker":"Charles Goldfarb","startTime":10.77,"endTime":13.62,"body":"upper hand for Chuck and Chris"},{"speaker":"Charles Goldfarb","startTime":13.62,"endTime":14.46,"body":"talk Hand Surgery."},{"speaker":"Chris Dy","startTime":14.79,"endTime":16.56,"body":"We are two hand"},{"speaker":"Chris Dy","startTime":14.79,"endTime":16.56,"body":"surgeons at Washington"},{"speaker":"Chris Dy","startTime":16.56,"endTime":19.62,"body":"University in St. Louis, here to"},{"speaker":"Chris Dy","startTime":16.56,"endTime":19.62,"body":"talk about all aspects of hand"},{"speaker":"Chris Dy","startTime":19.62,"endTime":21.48,"body":"surgery from technical to"},{"speaker":"Chris Dy","startTime":19.62,"endTime":21.48,"body":"personal."},{"speaker":"Charles Goldfarb","startTime":22.05,"endTime":24.33,"body":"Thank you for"},{"speaker":"Charles Goldfarb","startTime":22.05,"endTime":24.33,"body":"subscribing. Wherever you get"},{"speaker":"Charles Goldfarb","startTime":24.33,"endTime":25.23,"body":"your podcast"},{"speaker":"Chris Dy","startTime":25.44,"endTime":27.63,"body":"And be sure to leave a"},{"speaker":"Chris Dy","startTime":25.44,"endTime":27.63,"body":"review that helps us get the"},{"speaker":"Chris Dy","startTime":27.63,"endTime":28.14,"body":"word out."},{"speaker":"Charles Goldfarb","startTime":28.2,"endTime":29.16,"body":"Oh, hey,"},{"speaker":"Charles Goldfarb","startTime":28.2,"endTime":29.16,"body":"Chris."},{"speaker":"Chris Dy","startTime":29.52,"endTime":30.54,"body":"Hey, Chuck, how are"},{"speaker":"Chris Dy","startTime":29.52,"endTime":30.54,"body":"you?"},{"speaker":"Charles Goldfarb","startTime":30.99,"endTime":32.91,"body":"I'm pretty"},{"speaker":"Charles Goldfarb","startTime":30.99,"endTime":32.91,"body":"well, pretty excited about our"},{"speaker":"Charles Goldfarb","startTime":32.91,"endTime":33.99,"body":"podcast today."},{"speaker":"Chris Dy","startTime":34.32,"endTime":36.09,"body":"Aren't you always"},{"speaker":"Chris Dy","startTime":34.32,"endTime":36.09,"body":"excited about our podcast,"},{"speaker":"Chris Dy","startTime":36.09,"endTime":36.36,"body":"Chuck?"},{"speaker":"Charles Goldfarb","startTime":36.57,"endTime":38.22,"body":"I'm always"},{"speaker":"Charles Goldfarb","startTime":36.57,"endTime":38.22,"body":"excited about spending time with"},{"speaker":"Charles Goldfarb","startTime":38.22,"endTime":40.29,"body":"you this. This is true. This is"},{"speaker":"Charles Goldfarb","startTime":38.22,"endTime":40.29,"body":"true."},{"speaker":"Chris Dy","startTime":40.53,"endTime":42.99,"body":"I know. I know that"},{"speaker":"Chris Dy","startTime":40.53,"endTime":42.99,"body":"you enjoy dedicating at least"},{"speaker":"Chris Dy","startTime":42.99,"endTime":44.46,"body":"one hour a week talking to me."},{"speaker":"Charles Goldfarb","startTime":45.21,"endTime":47.91,"body":"I do, it"},{"speaker":"Charles Goldfarb","startTime":45.21,"endTime":47.91,"body":"usually is good for good for a"},{"speaker":"Charles Goldfarb","startTime":47.91,"endTime":51.72,"body":"few laughs and a little"},{"speaker":"Charles Goldfarb","startTime":47.91,"endTime":51.72,"body":"education perhaps. So here we"},{"speaker":"Charles Goldfarb","startTime":51.72,"endTime":52.53,"body":"are today?"},{"speaker":"Chris Dy","startTime":52.95,"endTime":55.53,"body":"Yes, I think we're"},{"speaker":"Chris Dy","startTime":52.95,"endTime":55.53,"body":"continuing our practice"},{"speaker":"Chris Dy","startTime":55.53,"endTime":58.65,"body":"Development Series. We didn't"},{"speaker":"Chris Dy","startTime":55.53,"endTime":58.65,"body":"really foresee it as a series,"},{"speaker":"Chris Dy","startTime":58.65,"endTime":59.79,"body":"but it's kind of turned into"},{"speaker":"Chris Dy","startTime":58.65,"endTime":59.79,"body":"one."},{"speaker":"Charles Goldfarb","startTime":60.29,"endTime":62.42,"body":"Well, I as you"},{"speaker":"Charles Goldfarb","startTime":60.29,"endTime":62.42,"body":"know, I like this kind of stuff."},{"speaker":"Charles Goldfarb","startTime":62.45,"endTime":66.8,"body":"And we are very fortunate to"},{"speaker":"Charles Goldfarb","startTime":62.45,"endTime":66.8,"body":"have a friend of mine from St."},{"speaker":"Charles Goldfarb","startTime":66.8,"endTime":73.04,"body":"Louis, a marketing guru, a"},{"speaker":"Charles Goldfarb","startTime":66.8,"endTime":73.04,"body":"published author, and a podcast"},{"speaker":"Charles Goldfarb","startTime":73.04,"endTime":76.16,"body":"host himself in a different"},{"speaker":"Charles Goldfarb","startTime":73.04,"endTime":76.16,"body":"world. But Aaron Perlut is"},{"speaker":"Charles Goldfarb","startTime":76.16,"endTime":78.89,"body":"joining us this morning, Aaron,"},{"speaker":"Charles Goldfarb","startTime":76.16,"endTime":78.89,"body":"thanks so much for being here."},{"speaker":"Aaron Perlut","startTime":79.229,"endTime":80.399,"body":"Hey, guys, thanks"},{"speaker":"Aaron Perlut","startTime":79.229,"endTime":80.399,"body":"for having me on."},{"speaker":"Charles Goldfarb","startTime":81.42,"endTime":83.55,"body":"All right, I"},{"speaker":"Charles Goldfarb","startTime":81.42,"endTime":83.55,"body":"want to say a few introductory"},{"speaker":"Charles Goldfarb","startTime":83.55,"endTime":87.9,"body":"words. So our audience knows the"},{"speaker":"Charles Goldfarb","startTime":83.55,"endTime":87.9,"body":"level of expertise where we're"},{"speaker":"Charles Goldfarb","startTime":87.9,"endTime":92.13,"body":"lucky enough to have on our"},{"speaker":"Charles Goldfarb","startTime":87.9,"endTime":92.13,"body":"show. So Aaron is a co founding"},{"speaker":"Charles Goldfarb","startTime":92.13,"endTime":96.66,"body":"partner of elasticity, with over"},{"speaker":"Charles Goldfarb","startTime":92.13,"endTime":96.66,"body":"25 years of experience in"},{"speaker":"Charles Goldfarb","startTime":96.66,"endTime":101.34,"body":"journalism, PR and digital"},{"speaker":"Charles Goldfarb","startTime":96.66,"endTime":101.34,"body":"marketing. He worked Initially,"},{"speaker":"Charles Goldfarb","startTime":101.37,"endTime":103.83,"body":"I think, initially at"},{"speaker":"Charles Goldfarb","startTime":101.37,"endTime":103.83,"body":"fleishmanhillard, which in the"},{"speaker":"Charles Goldfarb","startTime":103.83,"endTime":107.31,"body":"St. Louis region is a really big"},{"speaker":"Charles Goldfarb","startTime":103.83,"endTime":107.31,"body":"name, and it seems to launch"},{"speaker":"Charles Goldfarb","startTime":107.31,"endTime":112.17,"body":"many careers. And he's been a"},{"speaker":"Charles Goldfarb","startTime":107.31,"endTime":112.17,"body":"communications executive, for"},{"speaker":"Charles Goldfarb","startTime":112.17,"endTime":118.71,"body":"several really large companies."},{"speaker":"Charles Goldfarb","startTime":112.17,"endTime":118.71,"body":"He has written is advised. And"},{"speaker":"Charles Goldfarb","startTime":118.71,"endTime":122.97,"body":"he has a great practice today in"},{"speaker":"Charles Goldfarb","startTime":118.71,"endTime":122.97,"body":"the St. Louis region. And so"},{"speaker":"Charles Goldfarb","startTime":122.97,"endTime":125.19,"body":"we're really, really happy to"},{"speaker":"Charles Goldfarb","startTime":122.97,"endTime":125.19,"body":"have him."},{"speaker":"Aaron Perlut","startTime":126.5,"endTime":127.37,"body":"Appreciate you"},{"speaker":"Aaron Perlut","startTime":126.5,"endTime":127.37,"body":"having me."},{"speaker":"Charles Goldfarb","startTime":128.23,"endTime":131.44,"body":"All right. So"},{"speaker":"Charles Goldfarb","startTime":128.23,"endTime":131.44,"body":"yeah, first of all, I would just"},{"speaker":"Charles Goldfarb","startTime":131.44,"endTime":136.81,"body":"say that Aaron is the co author"},{"speaker":"Charles Goldfarb","startTime":131.44,"endTime":136.81,"body":"with his partner, Brian Krause,"},{"speaker":"Charles Goldfarb","startTime":136.84,"endTime":141.04,"body":"of a book, which is called f"},{"speaker":"Charles Goldfarb","startTime":136.84,"endTime":141.04,"body":"your formula, which I think"},{"speaker":"Charles Goldfarb","startTime":141.04,"endTime":145.06,"body":"captures the spirit of the book,"},{"speaker":"Charles Goldfarb","startTime":141.04,"endTime":145.06,"body":"but really has a number of"},{"speaker":"Charles Goldfarb","startTime":145.06,"endTime":150.28,"body":"amazing, amazing points. And"},{"speaker":"Charles Goldfarb","startTime":145.06,"endTime":150.28,"body":"we'll get to some of those as we"},{"speaker":"Charles Goldfarb","startTime":150.28,"endTime":154.27,"body":"move along. But let's start"},{"speaker":"Charles Goldfarb","startTime":150.28,"endTime":154.27,"body":"basic, if that's okay. And just"},{"speaker":"Charles Goldfarb","startTime":154.27,"endTime":159.76,"body":"tell us how physicians and those"},{"speaker":"Charles Goldfarb","startTime":154.27,"endTime":159.76,"body":"in the medical space, should be"},{"speaker":"Charles Goldfarb","startTime":159.76,"endTime":162.76,"body":"thinking about marketing. And"},{"speaker":"Charles Goldfarb","startTime":159.76,"endTime":162.76,"body":"actually, hopefully, they are"},{"speaker":"Charles Goldfarb","startTime":162.76,"endTime":163.72,"body":"thinking about marketing."},{"speaker":"Aaron Perlut","startTime":163.78,"endTime":166.75,"body":"Yeah, I think, to"},{"speaker":"Aaron Perlut","startTime":163.78,"endTime":166.75,"body":"me, it always starts with the"},{"speaker":"Aaron Perlut","startTime":166.78,"endTime":173.5,"body":"the why, why? Why do you want to"},{"speaker":"Aaron Perlut","startTime":166.78,"endTime":173.5,"body":"invest time in marketing? And"},{"speaker":"Aaron Perlut","startTime":173.5,"endTime":178.27,"body":"and you find, when I when I look"},{"speaker":"Aaron Perlut","startTime":173.5,"endTime":178.27,"body":"at across our clientele and the"},{"speaker":"Aaron Perlut","startTime":178.27,"endTime":184.87,"body":"work that we do, typically it's"},{"speaker":"Aaron Perlut","startTime":178.27,"endTime":184.87,"body":"tied to revenue. But sometimes,"},{"speaker":"Aaron Perlut","startTime":184.87,"endTime":188.89,"body":"if it's an individual practice,"},{"speaker":"Aaron Perlut","startTime":184.87,"endTime":188.89,"body":"in healthcare, you know,"},{"speaker":"Aaron Perlut","startTime":189.79,"endTime":193.96,"body":"realistically, there can be a"},{"speaker":"Aaron Perlut","startTime":189.79,"endTime":193.96,"body":"number of different reasons why"},{"speaker":"Aaron Perlut","startTime":193.96,"endTime":197.89,"body":"you're doing it. It could be to"},{"speaker":"Aaron Perlut","startTime":193.96,"endTime":197.89,"body":"advance some nonprofit efforts,"},{"speaker":"Aaron Perlut","startTime":197.92,"endTime":201.25,"body":"it could be to drive revenue to"},{"speaker":"Aaron Perlut","startTime":197.92,"endTime":201.25,"body":"your practice, it could be"},{"speaker":"Aaron Perlut","startTime":201.25,"endTime":204.76,"body":"because, you know, doctors don't"},{"speaker":"Aaron Perlut","startTime":201.25,"endTime":204.76,"body":"have egos. And it could be"},{"speaker":"Aaron Perlut","startTime":204.76,"endTime":210.01,"body":"simply that they just want to"},{"speaker":"Aaron Perlut","startTime":204.76,"endTime":210.01,"body":"get more face time and be on"},{"speaker":"Aaron Perlut","startTime":210.01,"endTime":214.09,"body":"television be published authors,"},{"speaker":"Aaron Perlut","startTime":210.01,"endTime":214.09,"body":"what have you. But the important"},{"speaker":"Aaron Perlut","startTime":214.09,"endTime":216.79,"body":"thing is, you know, what, why"},{"speaker":"Aaron Perlut","startTime":214.09,"endTime":216.79,"body":"are you spending effort? Why are"},{"speaker":"Aaron Perlut","startTime":216.79,"endTime":221.83,"body":"you investing dollars into"},{"speaker":"Aaron Perlut","startTime":216.79,"endTime":221.83,"body":"marketing, a practice or your"},{"speaker":"Aaron Perlut","startTime":221.83,"endTime":225.88,"body":"reputation, and then once you"},{"speaker":"Aaron Perlut","startTime":221.83,"endTime":225.88,"body":"understand why it's, you figure"},{"speaker":"Aaron Perlut","startTime":225.88,"endTime":231.55,"body":"out who the audience is, and how"},{"speaker":"Aaron Perlut","startTime":225.88,"endTime":231.55,"body":"to reach them. And that that can"},{"speaker":"Aaron Perlut","startTime":231.55,"endTime":235.51,"body":"be especially because there's so"},{"speaker":"Aaron Perlut","startTime":231.55,"endTime":235.51,"body":"many specialized practices in"},{"speaker":"Aaron Perlut","startTime":235.51,"endTime":239.11,"body":"healthcare, whether you're a"},{"speaker":"Aaron Perlut","startTime":235.51,"endTime":239.11,"body":"hand surgeon, or whether you're"},{"speaker":"Aaron Perlut","startTime":239.11,"endTime":243.19,"body":"a general practitioner, whether"},{"speaker":"Aaron Perlut","startTime":239.11,"endTime":243.19,"body":"you're an OB GYN, it's really"},{"speaker":"Aaron Perlut","startTime":243.19,"endTime":246.73,"body":"gonna be a wide swath of"},{"speaker":"Aaron Perlut","startTime":243.19,"endTime":246.73,"body":"audiences, and you need to"},{"speaker":"Aaron Perlut","startTime":246.73,"endTime":249.43,"body":"figure out, you know, how to"},{"speaker":"Aaron Perlut","startTime":246.73,"endTime":249.43,"body":"drill down and reach that"},{"speaker":"Aaron Perlut","startTime":249.43,"endTime":252.34,"body":"specific targeted audience. And"},{"speaker":"Aaron Perlut","startTime":249.43,"endTime":252.34,"body":"sometimes it's a b2b audience."},{"speaker":"Aaron Perlut","startTime":253.63,"endTime":257.5,"body":"You know, typically, let's say"},{"speaker":"Aaron Perlut","startTime":253.63,"endTime":257.5,"body":"you're a specialist, the way you"},{"speaker":"Aaron Perlut","startTime":257.5,"endTime":261.67,"body":"are Chuck, you know, you are"},{"speaker":"Aaron Perlut","startTime":257.5,"endTime":261.67,"body":"more often than not getting"},{"speaker":"Aaron Perlut","startTime":261.67,"endTime":266.74,"body":"referrals from other physicians."},{"speaker":"Aaron Perlut","startTime":261.67,"endTime":266.74,"body":"And so you're more thinking"},{"speaker":"Aaron Perlut","startTime":266.74,"endTime":270.67,"body":"about marketing to other"},{"speaker":"Aaron Perlut","startTime":266.74,"endTime":270.67,"body":"audiences that could potentially"},{"speaker":"Aaron Perlut","startTime":270.67,"endTime":275.2,"body":"refer people to you. The other"},{"speaker":"Aaron Perlut","startTime":270.67,"endTime":275.2,"body":"thing is that you want to think"},{"speaker":"Aaron Perlut","startTime":275.2,"endTime":279.73,"body":"about search, because some"},{"speaker":"Aaron Perlut","startTime":275.2,"endTime":279.73,"body":"consumers, a lot of consumers"},{"speaker":"Aaron Perlut","startTime":279.73,"endTime":282.43,"body":"today, they they don't really"},{"speaker":"Aaron Perlut","startTime":279.73,"endTime":282.43,"body":"care about referrals. They'll"},{"speaker":"Aaron Perlut","startTime":282.43,"endTime":285.1,"body":"actually go do the research"},{"speaker":"Aaron Perlut","startTime":282.43,"endTime":285.1,"body":"themselves. And they want to go"},{"speaker":"Aaron Perlut","startTime":285.1,"endTime":286.93,"body":"to search. They want to go to"},{"speaker":"Aaron Perlut","startTime":285.1,"endTime":286.93,"body":"Google and they want to say,"},{"speaker":"Aaron Perlut","startTime":287.14,"endTime":291.79,"body":"find me the world's greatest"},{"speaker":"Aaron Perlut","startTime":287.14,"endTime":291.79,"body":"hand specialists. And you know,"},{"speaker":"Aaron Perlut","startTime":291.79,"endTime":294.1,"body":"you come in eighth I believe"},{"speaker":"Aaron Perlut","startTime":291.79,"endTime":294.1,"body":"after somewhere like Kermit the"},{"speaker":"Aaron Perlut","startTime":294.1,"endTime":300.1,"body":"Frog. Chewbacca, Merv Griffin,"},{"speaker":"Aaron Perlut","startTime":294.1,"endTime":300.1,"body":"the late Merv Griffin, somewhere"},{"speaker":"Aaron Perlut","startTime":300.1,"endTime":303.76,"body":"In that ranking, but but it's"},{"speaker":"Aaron Perlut","startTime":300.1,"endTime":303.76,"body":"how do you think about search"},{"speaker":"Aaron Perlut","startTime":303.76,"endTime":307.12,"body":"marketing? And so there's a lot"},{"speaker":"Aaron Perlut","startTime":303.76,"endTime":307.12,"body":"of different aspects. But again,"},{"speaker":"Aaron Perlut","startTime":307.12,"endTime":311.74,"body":"it always gets down to the why,"},{"speaker":"Aaron Perlut","startTime":307.12,"endTime":311.74,"body":"then the audience, and then it"},{"speaker":"Aaron Perlut","startTime":311.74,"endTime":312.91,"body":"kind of moves forward from"},{"speaker":"Aaron Perlut","startTime":311.74,"endTime":312.91,"body":"there."},{"speaker":"Charles Goldfarb","startTime":313.53,"endTime":316.05,"body":"So Chris,"},{"speaker":"Charles Goldfarb","startTime":313.53,"endTime":316.05,"body":"what's your why, what why do you"},{"speaker":"Charles Goldfarb","startTime":316.05,"endTime":319.23,"body":"and I and Chris, Aaron, I know"},{"speaker":"Charles Goldfarb","startTime":316.05,"endTime":319.23,"body":"you aren't terribly familiar,"},{"speaker":"Charles Goldfarb","startTime":319.38,"endTime":321.84,"body":"Chris and I both have"},{"speaker":"Charles Goldfarb","startTime":319.38,"endTime":321.84,"body":"interesting practice. We're both"},{"speaker":"Charles Goldfarb","startTime":321.84,"endTime":325.14,"body":"hand surgeons, which is pretty"},{"speaker":"Charles Goldfarb","startTime":321.84,"endTime":325.14,"body":"specialized. And then we both go"},{"speaker":"Charles Goldfarb","startTime":325.14,"endTime":329.37,"body":"one level past that. So I go"},{"speaker":"Charles Goldfarb","startTime":325.14,"endTime":329.37,"body":"into the sports and birth"},{"speaker":"Charles Goldfarb","startTime":329.4,"endTime":334.35,"body":"anomaly world. And Chris is a"},{"speaker":"Charles Goldfarb","startTime":329.4,"endTime":334.35,"body":"known expert in nerve surgery."},{"speaker":"Charles Goldfarb","startTime":334.65,"endTime":337.74,"body":"So Chris, when you talk, we know"},{"speaker":"Charles Goldfarb","startTime":334.65,"endTime":337.74,"body":"you never I don't know that you"},{"speaker":"Charles Goldfarb","startTime":337.74,"endTime":340.86,"body":"ever had. But if you were to"},{"speaker":"Charles Goldfarb","startTime":337.74,"endTime":340.86,"body":"talk to someone, an expert like"},{"speaker":"Charles Goldfarb","startTime":340.86,"endTime":344.04,"body":"Aaron, what would your why be?"},{"speaker":"Charles Goldfarb","startTime":340.86,"endTime":344.04,"body":"What do you What? What's your"},{"speaker":"Charles Goldfarb","startTime":344.04,"endTime":345.27,"body":"build request?"},{"speaker":"Chris Dy","startTime":345.78,"endTime":348.45,"body":"I mean, I think that,"},{"speaker":"Chris Dy","startTime":345.78,"endTime":348.45,"body":"for me, it breaks into three"},{"speaker":"Chris Dy","startTime":348.45,"endTime":351.36,"body":"different categories. One of"},{"speaker":"Chris Dy","startTime":348.45,"endTime":351.36,"body":"them is the referrals and a"},{"speaker":"Chris Dy","startTime":351.36,"endTime":353.52,"body":"practice generating kind of"},{"speaker":"Chris Dy","startTime":351.36,"endTime":353.52,"body":"thing, because, you know, if"},{"speaker":"Chris Dy","startTime":353.52,"endTime":357.09,"body":"somebody types in brachial"},{"speaker":"Chris Dy","startTime":353.52,"endTime":357.09,"body":"plexus, St. Louis, I want my"},{"speaker":"Chris Dy","startTime":357.09,"endTime":360.72,"body":"name to come up. And, you know,"},{"speaker":"Chris Dy","startTime":357.09,"endTime":360.72,"body":"I think that that's one aspect"},{"speaker":"Chris Dy","startTime":360.72,"endTime":364.02,"body":"of it, you know, and there're"},{"speaker":"Chris Dy","startTime":360.72,"endTime":364.02,"body":"obviously various iterations on"},{"speaker":"Chris Dy","startTime":364.02,"endTime":368.67,"body":"that. And I think the second big"},{"speaker":"Chris Dy","startTime":364.02,"endTime":368.67,"body":"Why is, you know, our personal"},{"speaker":"Chris Dy","startTime":368.67,"endTime":372.27,"body":"brands. And I think that's one"},{"speaker":"Chris Dy","startTime":368.67,"endTime":372.27,"body":"thing, too, to discuss maybe"},{"speaker":"Chris Dy","startTime":372.27,"endTime":375.45,"body":"more detail later, you know, we"},{"speaker":"Chris Dy","startTime":372.27,"endTime":375.45,"body":"are in academics, and we kind of"},{"speaker":"Chris Dy","startTime":375.45,"endTime":377.88,"body":"touched on this in the last"},{"speaker":"Chris Dy","startTime":375.45,"endTime":377.88,"body":"episode about, you know, the"},{"speaker":"Chris Dy","startTime":377.88,"endTime":381.36,"body":"fact that we do want ourselves"},{"speaker":"Chris Dy","startTime":377.88,"endTime":381.36,"body":"to be known for certain things."},{"speaker":"Chris Dy","startTime":381.78,"endTime":385.8,"body":"And then lastly, I think, you"},{"speaker":"Chris Dy","startTime":381.78,"endTime":385.8,"body":"know, for us, specifically,"},{"speaker":"Chris Dy","startTime":385.8,"endTime":388.17,"body":"Chuck, with our educational"},{"speaker":"Chris Dy","startTime":385.8,"endTime":388.17,"body":"mission, we want our hand"},{"speaker":"Chris Dy","startTime":388.17,"endTime":391.68,"body":"fellowship and our residency to"},{"speaker":"Chris Dy","startTime":388.17,"endTime":391.68,"body":"be out there. And in all of"},{"speaker":"Chris Dy","startTime":391.68,"endTime":395.34,"body":"those different three different"},{"speaker":"Chris Dy","startTime":391.68,"endTime":395.34,"body":"big buckets of why you see"},{"speaker":"Chris Dy","startTime":395.34,"endTime":398.85,"body":"consumers of different sorts"},{"speaker":"Chris Dy","startTime":395.34,"endTime":398.85,"body":"going to the internet first, you"},{"speaker":"Chris Dy","startTime":398.85,"endTime":401.46,"body":"know, for example, like Aaron,"},{"speaker":"Chris Dy","startTime":398.85,"endTime":401.46,"body":"when we were going to have you"},{"speaker":"Chris Dy","startTime":401.46,"endTime":404.49,"body":"on today, the first thing I did"},{"speaker":"Chris Dy","startTime":401.46,"endTime":404.49,"body":"was go to Google and YouTube to"},{"speaker":"Chris Dy","startTime":404.49,"endTime":408.15,"body":"look up, you. And I learned a"},{"speaker":"Chris Dy","startTime":404.49,"endTime":408.15,"body":"lot of very interesting things"},{"speaker":"Chris Dy","startTime":408.15,"endTime":410.58,"body":"about you, like you're the"},{"speaker":"Chris Dy","startTime":408.15,"endTime":410.58,"body":"president of the American"},{"speaker":"Chris Dy","startTime":410.58,"endTime":414.84,"body":"mustache Institute, and you're"},{"speaker":"Chris Dy","startTime":410.58,"endTime":414.84,"body":"your expert, expert level at"},{"speaker":"Chris Dy","startTime":414.84,"endTime":415.32,"body":"karate."},{"speaker":"Aaron Perlut","startTime":415.81,"endTime":416.35,"body":"That's true."},{"speaker":"Chris Dy","startTime":416.92,"endTime":420.1,"body":"That's impressive. But"},{"speaker":"Chris Dy","startTime":416.92,"endTime":420.1,"body":"now I know more about you. So I"},{"speaker":"Chris Dy","startTime":420.1,"endTime":423.04,"body":"think those are the three big"},{"speaker":"Chris Dy","startTime":420.1,"endTime":423.04,"body":"why's. You know, I think maybe"},{"speaker":"Chris Dy","startTime":423.04,"endTime":426.25,"body":"we could talk about the first"},{"speaker":"Chris Dy","startTime":423.04,"endTime":426.25,"body":"one to start about, you know,"},{"speaker":"Chris Dy","startTime":426.25,"endTime":429.82,"body":"how to, how to think about"},{"speaker":"Chris Dy","startTime":426.25,"endTime":429.82,"body":"generating interest in our"},{"speaker":"Chris Dy","startTime":429.82,"endTime":435.67,"body":"practices and, you know, getting"},{"speaker":"Chris Dy","startTime":429.82,"endTime":435.67,"body":"patients to, to find us and"},{"speaker":"Chris Dy","startTime":435.67,"endTime":436.69,"body":"referring doctors too."},{"speaker":"Aaron Perlut","startTime":437.609,"endTime":441.479,"body":"Yeah, that's a,"},{"speaker":"Aaron Perlut","startTime":437.609,"endTime":441.479,"body":"it's a, it's great, you laid it"},{"speaker":"Aaron Perlut","startTime":441.479,"endTime":447.479,"body":"out into those three pillars of"},{"speaker":"Aaron Perlut","startTime":441.479,"endTime":447.479,"body":"the stool, because, you know,"},{"speaker":"Aaron Perlut","startTime":447.479,"endTime":450.179,"body":"it's interesting, because you"},{"speaker":"Aaron Perlut","startTime":447.479,"endTime":450.179,"body":"mentioned the fellowship piece,"},{"speaker":"Aaron Perlut","startTime":450.329,"endTime":452.669,"body":"because I've been talking about"},{"speaker":"Aaron Perlut","startTime":450.329,"endTime":452.669,"body":"could have nonprofit interests."},{"speaker":"Aaron Perlut","startTime":452.669,"endTime":455.249,"body":"And while I don't know if that"},{"speaker":"Aaron Perlut","startTime":452.669,"endTime":455.249,"body":"necessarily falls into that"},{"speaker":"Aaron Perlut","startTime":455.249,"endTime":460.769,"body":"bucket, you could think of it in"},{"speaker":"Aaron Perlut","startTime":455.249,"endTime":460.769,"body":"the same way. But yeah, it's a"},{"speaker":"Aaron Perlut","startTime":462.509,"endTime":466.619,"body":"it's interesting, the way you"},{"speaker":"Aaron Perlut","startTime":462.509,"endTime":466.619,"body":"framed it, though, because, you"},{"speaker":"Aaron Perlut","startTime":466.619,"endTime":471.509,"body":"know, driving practice, that's"},{"speaker":"Aaron Perlut","startTime":466.619,"endTime":471.509,"body":"b2b, your personal reputation is"},{"speaker":"Aaron Perlut","startTime":471.509,"endTime":475.349,"body":"important. Because as you know,"},{"speaker":"Aaron Perlut","startTime":471.509,"endTime":475.349,"body":"it's very easy today for people"},{"speaker":"Aaron Perlut","startTime":475.349,"endTime":479.309,"body":"to go and criticize any type of"},{"speaker":"Aaron Perlut","startTime":475.349,"endTime":479.309,"body":"service provider, and that"},{"speaker":"Aaron Perlut","startTime":479.309,"endTime":483.689,"body":"includes the doctor. And you"},{"speaker":"Aaron Perlut","startTime":479.309,"endTime":483.689,"body":"might have hundreds and hundreds"},{"speaker":"Aaron Perlut","startTime":483.689,"endTime":486.899,"body":"and hundreds of successful"},{"speaker":"Aaron Perlut","startTime":483.689,"endTime":486.899,"body":"surgeries. And you might have"},{"speaker":"Aaron Perlut","startTime":486.899,"endTime":493.469,"body":"one that did not end as"},{"speaker":"Aaron Perlut","startTime":486.899,"endTime":493.469,"body":"anticipated. And then all of a"},{"speaker":"Aaron Perlut","startTime":493.469,"endTime":498.539,"body":"sudden, you have a patient who"},{"speaker":"Aaron Perlut","startTime":493.469,"endTime":498.539,"body":"takes to Facebook or takes to"},{"speaker":"Aaron Perlut","startTime":498.539,"endTime":501.659,"body":"Google, and starts leaving"},{"speaker":"Aaron Perlut","startTime":498.539,"endTime":501.659,"body":"terrible reviews and saying"},{"speaker":"Aaron Perlut","startTime":501.659,"endTime":506.759,"body":"things that are very one sided,"},{"speaker":"Aaron Perlut","startTime":501.659,"endTime":506.759,"body":"and have a way of framing your"},{"speaker":"Aaron Perlut","startTime":506.759,"endTime":512.609,"body":"reputation. And, and then for"},{"speaker":"Aaron Perlut","startTime":506.759,"endTime":512.609,"body":"your in terms of your"},{"speaker":"Aaron Perlut","startTime":512.609,"endTime":515.069,"body":"fellowship, you know, they're"},{"speaker":"Aaron Perlut","startTime":512.609,"endTime":515.069,"body":"there. Again, these are three,"},{"speaker":"Aaron Perlut","startTime":515.129,"endTime":517.889,"body":"three separate tasks. So you"},{"speaker":"Aaron Perlut","startTime":515.129,"endTime":517.889,"body":"have to think about them in"},{"speaker":"Aaron Perlut","startTime":517.889,"endTime":522.899,"body":"individual means, and then"},{"speaker":"Aaron Perlut","startTime":517.889,"endTime":522.899,"body":"prioritize them and attack them"},{"speaker":"Aaron Perlut","startTime":522.929,"endTime":527.189,"body":"in in with unique strategies for"},{"speaker":"Aaron Perlut","startTime":522.929,"endTime":527.189,"body":"each one, because you're going"},{"speaker":"Aaron Perlut","startTime":527.189,"endTime":530.339,"body":"to be trying to reach different"},{"speaker":"Aaron Perlut","startTime":527.189,"endTime":530.339,"body":"audiences with with each"},{"speaker":"Aaron Perlut","startTime":530.339,"endTime":534.029,"body":"opportunity, because for your"},{"speaker":"Aaron Perlut","startTime":530.339,"endTime":534.029,"body":"reputation, again, it's more of"},{"speaker":"Aaron Perlut","startTime":534.029,"endTime":537.389,"body":"a b2b thing. But you also might"},{"speaker":"Aaron Perlut","startTime":534.029,"endTime":537.389,"body":"want to, you might be interested"},{"speaker":"Aaron Perlut","startTime":537.389,"endTime":539.879,"body":"in speaking, you might be"},{"speaker":"Aaron Perlut","startTime":537.389,"endTime":539.879,"body":"interested in aligning with"},{"speaker":"Aaron Perlut","startTime":539.879,"endTime":543.179,"body":"pharmaceutical companies, or"},{"speaker":"Aaron Perlut","startTime":539.879,"endTime":543.179,"body":"what have you, and there's ways"},{"speaker":"Aaron Perlut","startTime":543.179,"endTime":549.479,"body":"to achieve those, those means"},{"speaker":"Aaron Perlut","startTime":543.179,"endTime":549.479,"body":"So, yeah, it's, um, each. Each"},{"speaker":"Aaron Perlut","startTime":549.479,"endTime":553.079,"body":"effort is very individualized,"},{"speaker":"Aaron Perlut","startTime":549.479,"endTime":553.079,"body":"and has to be specifically"},{"speaker":"Aaron Perlut","startTime":553.079,"endTime":555.779,"body":"tailored to what that what"},{"speaker":"Aaron Perlut","startTime":553.079,"endTime":555.779,"body":"you're trying to achieve."},{"speaker":"Chris Dy","startTime":556.89,"endTime":559.83,"body":"Well, let's go into"},{"speaker":"Chris Dy","startTime":556.89,"endTime":559.83,"body":"the thing that probably most"},{"speaker":"Chris Dy","startTime":559.98,"endTime":563.55,"body":"surgeons are familiar with, and"},{"speaker":"Chris Dy","startTime":559.98,"endTime":563.55,"body":"probably hand therapists too,"},{"speaker":"Chris Dy","startTime":563.7,"endTime":566.64,"body":"online reviews. And you touched"},{"speaker":"Chris Dy","startTime":563.7,"endTime":566.64,"body":"on that, and that is so"},{"speaker":"Chris Dy","startTime":566.64,"endTime":570.72,"body":"important in what we do now. And"},{"speaker":"Chris Dy","startTime":566.64,"endTime":570.72,"body":"one of the issues that we have"},{"speaker":"Chris Dy","startTime":570.75,"endTime":576.03,"body":"as healthcare providers is the"},{"speaker":"Chris Dy","startTime":570.75,"endTime":576.03,"body":"inability to really respond,"},{"speaker":"Chris Dy","startTime":576.42,"endTime":580.17,"body":"because then if we respond to an"},{"speaker":"Chris Dy","startTime":576.42,"endTime":580.17,"body":"unhappy patient who didn't have"},{"speaker":"Chris Dy","startTime":580.17,"endTime":584.04,"body":"a great result after surgery, or"},{"speaker":"Chris Dy","startTime":580.17,"endTime":584.04,"body":"in some cases, wanted surgery,"},{"speaker":"Chris Dy","startTime":584.04,"endTime":589.02,"body":"and you were not willing to"},{"speaker":"Chris Dy","startTime":584.04,"endTime":589.02,"body":"provide that surgery, you can't"},{"speaker":"Chris Dy","startTime":589.02,"endTime":591.51,"body":"respond cuz it's a violation of"},{"speaker":"Chris Dy","startTime":589.02,"endTime":591.51,"body":"patient privacy rules."},{"speaker":"Aaron Perlut","startTime":593.31,"endTime":594.9,"body":"You know, that's"},{"speaker":"Aaron Perlut","startTime":593.31,"endTime":594.9,"body":"interesting, because I've never"},{"speaker":"Aaron Perlut","startTime":594.9,"endTime":597.39,"body":"even thought about it from that"},{"speaker":"Aaron Perlut","startTime":594.9,"endTime":597.39,"body":"perspective, because oftentimes"},{"speaker":"Aaron Perlut","startTime":597.42,"endTime":601.08,"body":"the way you'd counsel it is"},{"speaker":"Aaron Perlut","startTime":597.42,"endTime":601.08,"body":"demonstrates sympathy, you know,"},{"speaker":"Aaron Perlut","startTime":601.08,"endTime":604.53,"body":"to go on and say, Sorry, you had"},{"speaker":"Aaron Perlut","startTime":601.08,"endTime":604.53,"body":"a bad experience, we'd love to"},{"speaker":"Aaron Perlut","startTime":604.53,"endTime":608.22,"body":"talk to you more about it so we"},{"speaker":"Aaron Perlut","startTime":604.53,"endTime":608.22,"body":"can learn from it. But if there"},{"speaker":"Aaron Perlut","startTime":608.22,"endTime":611.46,"body":"are federal regulations that"},{"speaker":"Aaron Perlut","startTime":608.22,"endTime":611.46,"body":"disallow that, it is that is a"},{"speaker":"Aaron Perlut","startTime":611.46,"endTime":616.47,"body":"challenge. And so today, one of"},{"speaker":"Aaron Perlut","startTime":611.46,"endTime":616.47,"body":"the frustrations you find with"},{"speaker":"Aaron Perlut","startTime":616.47,"endTime":620.28,"body":"people who manage reputation"},{"speaker":"Aaron Perlut","startTime":616.47,"endTime":620.28,"body":"using search is that Google is"},{"speaker":"Aaron Perlut","startTime":620.43,"endTime":624.12,"body":"continually and Facebook for"},{"speaker":"Aaron Perlut","startTime":620.43,"endTime":624.12,"body":"that matter. They're continually"},{"speaker":"Aaron Perlut","startTime":624.12,"endTime":627.45,"body":"changing their algorithmic"},{"speaker":"Aaron Perlut","startTime":624.12,"endTime":627.45,"body":"approach. And so you have to"},{"speaker":"Aaron Perlut","startTime":627.45,"endTime":632.31,"body":"make sure whoever you're working"},{"speaker":"Aaron Perlut","startTime":627.45,"endTime":632.31,"body":"with, is constantly studying and"},{"speaker":"Aaron Perlut","startTime":632.31,"endTime":636.81,"body":"staying up to up to speed with"},{"speaker":"Aaron Perlut","startTime":632.31,"endTime":636.81,"body":"how those algorithms are"},{"speaker":"Aaron Perlut","startTime":636.81,"endTime":641.01,"body":"changing. What I will tell you"},{"speaker":"Aaron Perlut","startTime":636.81,"endTime":641.01,"body":"is, there are two fundamental"},{"speaker":"Aaron Perlut","startTime":641.01,"endTime":645.96,"body":"tenants to managing reputation"},{"speaker":"Aaron Perlut","startTime":641.01,"endTime":645.96,"body":"today to marketing today. It is"},{"speaker":"Aaron Perlut","startTime":645.96,"endTime":650.34,"body":"real simple, its content and"},{"speaker":"Aaron Perlut","startTime":645.96,"endTime":650.34,"body":"distribution. For example, the"},{"speaker":"Aaron Perlut","startTime":650.34,"endTime":654.39,"body":"two of you are creating weekly"},{"speaker":"Aaron Perlut","startTime":650.34,"endTime":654.39,"body":"content with podcast. That's an"},{"speaker":"Aaron Perlut","startTime":654.39,"endTime":657.27,"body":"important thing. Because"},{"speaker":"Aaron Perlut","startTime":654.39,"endTime":657.27,"body":"ultimately, as you start to"},{"speaker":"Aaron Perlut","startTime":657.27,"endTime":663.33,"body":"release that, and it gets more"},{"speaker":"Aaron Perlut","startTime":657.27,"endTime":663.33,"body":"distributed, it rises actually,"},{"speaker":"Aaron Perlut","startTime":663.33,"endTime":665.85,"body":"in your search results as you"},{"speaker":"Aaron Perlut","startTime":663.33,"endTime":665.85,"body":"build greater audience and"},{"speaker":"Aaron Perlut","startTime":665.85,"endTime":668.61,"body":"people start searching you out."},{"speaker":"Aaron Perlut","startTime":665.85,"endTime":668.61,"body":"So that's a really important"},{"speaker":"Aaron Perlut","startTime":668.61,"endTime":671.55,"body":"thing, because then it starts"},{"speaker":"Aaron Perlut","startTime":668.61,"endTime":671.55,"body":"to, you know, you want that to"},{"speaker":"Aaron Perlut","startTime":671.85,"endTime":674.64,"body":"eclipse other aspects that may"},{"speaker":"Aaron Perlut","startTime":671.85,"endTime":674.64,"body":"be out there, and you don't want"},{"speaker":"Aaron Perlut","startTime":674.64,"endTime":679.08,"body":"it to be out there. But the"},{"speaker":"Aaron Perlut","startTime":674.64,"endTime":679.08,"body":"distribution pieces is, you"},{"speaker":"Aaron Perlut","startTime":679.08,"endTime":681.42,"body":"know, I kind of touched on"},{"speaker":"Aaron Perlut","startTime":679.08,"endTime":681.42,"body":"earlier, very lightly, but"},{"speaker":"Aaron Perlut","startTime":682.2,"endTime":685.98,"body":"that's where you get very"},{"speaker":"Aaron Perlut","startTime":682.2,"endTime":685.98,"body":"strategic and with content as"},{"speaker":"Aaron Perlut","startTime":685.98,"endTime":691.8,"body":"well. Because you want the"},{"speaker":"Aaron Perlut","startTime":685.98,"endTime":691.8,"body":"content to be reflective of what"},{"speaker":"Aaron Perlut","startTime":691.8,"endTime":696.15,"body":"you want to display, you know,"},{"speaker":"Aaron Perlut","startTime":691.8,"endTime":696.15,"body":"the message you're trying to"},{"speaker":"Aaron Perlut","startTime":696.15,"endTime":700.2,"body":"say. And then the distribution"},{"speaker":"Aaron Perlut","startTime":696.15,"endTime":700.2,"body":"piece, that's actually a highly"},{"speaker":"Aaron Perlut","startTime":700.2,"endTime":705.12,"body":"scientific piece of data"},{"speaker":"Aaron Perlut","startTime":700.2,"endTime":705.12,"body":"science. That is, you know, we"},{"speaker":"Aaron Perlut","startTime":705.12,"endTime":709.23,"body":"have people that spreads- people"},{"speaker":"Aaron Perlut","startTime":705.12,"endTime":709.23,"body":"think our industry and what we"},{"speaker":"Aaron Perlut","startTime":709.23,"endTime":713.01,"body":"do is, you know, fun times and"},{"speaker":"Aaron Perlut","startTime":709.23,"endTime":713.01,"body":"whatever. But it's a lot of"},{"speaker":"Aaron Perlut","startTime":713.01,"endTime":716.34,"body":"staring at spreadsheets, it's a"},{"speaker":"Aaron Perlut","startTime":713.01,"endTime":716.34,"body":"lot of like, it's a lot of"},{"speaker":"Aaron Perlut","startTime":716.34,"endTime":720.81,"body":"poring over reams of data, to"},{"speaker":"Aaron Perlut","startTime":716.34,"endTime":720.81,"body":"try to understand what is the"},{"speaker":"Aaron Perlut","startTime":720.81,"endTime":723.9,"body":"best means of reaching someone?"},{"speaker":"Aaron Perlut","startTime":720.81,"endTime":723.9,"body":"And then how do you Where do you"},{"speaker":"Aaron Perlut","startTime":723.9,"endTime":727.35,"body":"invest dollars to try to reach"},{"speaker":"Aaron Perlut","startTime":723.9,"endTime":727.35,"body":"an audience, so it's that"},{"speaker":"Aaron Perlut","startTime":727.35,"endTime":731.52,"body":"content piece, creating content"},{"speaker":"Aaron Perlut","startTime":727.35,"endTime":731.52,"body":"that's relevant, and, and frames"},{"speaker":"Aaron Perlut","startTime":731.52,"endTime":734.31,"body":"you in the right way, and then"},{"speaker":"Aaron Perlut","startTime":731.52,"endTime":734.31,"body":"having the appropriate"},{"speaker":"Aaron Perlut","startTime":734.31,"endTime":737.22,"body":"distribution channels, so you're"},{"speaker":"Aaron Perlut","startTime":734.31,"endTime":737.22,"body":"reaching your audience,"},{"speaker":"Aaron Perlut","startTime":737.22,"endTime":740.37,"body":"sometimes those, those channels"},{"speaker":"Aaron Perlut","startTime":737.22,"endTime":740.37,"body":"might not be the sexiest? And"},{"speaker":"Aaron Perlut","startTime":740.37,"endTime":743.88,"body":"that's honestly, that's a really"},{"speaker":"Aaron Perlut","startTime":740.37,"endTime":743.88,"body":"tough challenge for some people"},{"speaker":"Aaron Perlut","startTime":743.88,"endTime":748.35,"body":"to get over like I have. I was"},{"speaker":"Aaron Perlut","startTime":743.88,"endTime":748.35,"body":"in a meeting with an energy"},{"speaker":"Aaron Perlut","startTime":748.35,"endTime":753.21,"body":"company, maybe a year ago. And"},{"speaker":"Aaron Perlut","startTime":748.35,"endTime":753.21,"body":"they said, What do you think"},{"speaker":"Aaron Perlut","startTime":753.21,"endTime":758.61,"body":"about chick about Tik Tok? And I"},{"speaker":"Aaron Perlut","startTime":753.21,"endTime":758.61,"body":"said, Well, not every social"},{"speaker":"Aaron Perlut","startTime":758.82,"endTime":766.11,"body":"media platform is for every"},{"speaker":"Aaron Perlut","startTime":758.82,"endTime":766.11,"body":"organization. And you know, the,"},{"speaker":"Aaron Perlut","startTime":766.68,"endTime":769.68,"body":"that was sexy to them at the"},{"speaker":"Aaron Perlut","startTime":766.68,"endTime":769.68,"body":"time, they were thinking about"},{"speaker":"Aaron Perlut","startTime":769.68,"endTime":772.02,"body":"Tik tok, because tik tok is the"},{"speaker":"Aaron Perlut","startTime":769.68,"endTime":772.02,"body":"fast, you know, arguably the"},{"speaker":"Aaron Perlut","startTime":772.02,"endTime":774.96,"body":"fastest growing platform out"},{"speaker":"Aaron Perlut","startTime":772.02,"endTime":774.96,"body":"there right now. And you have a"},{"speaker":"Aaron Perlut","startTime":774.96,"endTime":778.56,"body":"lot of not only just kids, but"},{"speaker":"Aaron Perlut","startTime":774.96,"endTime":778.56,"body":"adults are starting to find Tik"},{"speaker":"Aaron Perlut","startTime":778.56,"endTime":782.04,"body":"Tok and discover it and find"},{"speaker":"Aaron Perlut","startTime":778.56,"endTime":782.04,"body":"great amusement in it. And so"},{"speaker":"Aaron Perlut","startTime":782.07,"endTime":786.24,"body":"you need to think about the"},{"speaker":"Aaron Perlut","startTime":782.07,"endTime":786.24,"body":"channel efficacy. And, and"},{"speaker":"Aaron Perlut","startTime":786.24,"endTime":790.62,"body":"really just what makes sense for"},{"speaker":"Aaron Perlut","startTime":786.24,"endTime":790.62,"body":"you and get away from this is"},{"speaker":"Aaron Perlut","startTime":790.62,"endTime":796.62,"body":"sexy, this is neat, this is the"},{"speaker":"Aaron Perlut","startTime":790.62,"endTime":796.62,"body":"new thing. And, and focus on"},{"speaker":"Aaron Perlut","startTime":796.62,"endTime":797.52,"body":"what matters."},{"speaker":"Chris Dy","startTime":798.24,"endTime":802.17,"body":"Even within you know,"},{"speaker":"Chris Dy","startTime":798.24,"endTime":802.17,"body":"our world of medicine."},{"speaker":"Chris Dy","startTime":803.16,"endTime":806.67,"body":"Instagram, for example, can"},{"speaker":"Chris Dy","startTime":803.16,"endTime":806.67,"body":"probably drive a lot of business"},{"speaker":"Chris Dy","startTime":806.67,"endTime":809.91,"body":"for plastic surgery practices"},{"speaker":"Chris Dy","startTime":806.67,"endTime":809.91,"body":"for the cosmetic kind of"},{"speaker":"Chris Dy","startTime":809.91,"endTime":812.82,"body":"procedures, but it's kind of"},{"speaker":"Chris Dy","startTime":809.91,"endTime":812.82,"body":"difficult to drive business"},{"speaker":"Chris Dy","startTime":813.12,"endTime":816.75,"body":"through it for a hand surgeon,"},{"speaker":"Chris Dy","startTime":813.12,"endTime":816.75,"body":"for example. And I think that we"},{"speaker":"Chris Dy","startTime":816.75,"endTime":818.97,"body":"have just, you know, we"},{"speaker":"Chris Dy","startTime":816.75,"endTime":818.97,"body":"discussed last time, Chuck, that"},{"speaker":"Chris Dy","startTime":819.0,"endTime":821.85,"body":"we use social media outlets for"},{"speaker":"Chris Dy","startTime":819.0,"endTime":821.85,"body":"probably different reasons than"},{"speaker":"Chris Dy","startTime":821.85,"endTime":824.82,"body":"purely to generate patient"},{"speaker":"Chris Dy","startTime":821.85,"endTime":824.82,"body":"referrals or, you know,"},{"speaker":"Chris Dy","startTime":824.82,"endTime":825.9,"body":"physician referrals."},{"speaker":"Charles Goldfarb","startTime":826.23,"endTime":828.45,"body":"Yeah, I would,"},{"speaker":"Charles Goldfarb","startTime":826.23,"endTime":828.45,"body":"and I'd love Aaron's thoughts. I"},{"speaker":"Charles Goldfarb","startTime":828.45,"endTime":831.54,"body":"have a bunch of questions that I"},{"speaker":"Charles Goldfarb","startTime":828.45,"endTime":831.54,"body":"have already written in my mind,"},{"speaker":"Charles Goldfarb","startTime":831.78,"endTime":834.84,"body":"I'll probably forget half of"},{"speaker":"Charles Goldfarb","startTime":831.78,"endTime":834.84,"body":"them, which is good. But when I"},{"speaker":"Charles Goldfarb","startTime":834.84,"endTime":839.58,"body":"you know, Chris and I both are"},{"speaker":"Charles Goldfarb","startTime":834.84,"endTime":839.58,"body":"relatively active on Twitter, we"},{"speaker":"Charles Goldfarb","startTime":839.58,"endTime":844.05,"body":"both have started to use"},{"speaker":"Charles Goldfarb","startTime":839.58,"endTime":844.05,"body":"Instagram a bit more. I write a"},{"speaker":"Charles Goldfarb","startTime":844.05,"endTime":847.62,"body":"blog and I have a Facebook page"},{"speaker":"Charles Goldfarb","startTime":844.05,"endTime":847.62,"body":"really centered around that"},{"speaker":"Charles Goldfarb","startTime":847.62,"endTime":852.87,"body":"blog. But it's especially for"},{"speaker":"Charles Goldfarb","startTime":847.62,"endTime":852.87,"body":"Instagram, and especially for"},{"speaker":"Charles Goldfarb","startTime":852.87,"endTime":856.56,"body":"Twitter. Those are the way I"},{"speaker":"Charles Goldfarb","startTime":852.87,"endTime":856.56,"body":"think about it at least and"},{"speaker":"Charles Goldfarb","startTime":856.56,"endTime":861.33,"body":"maybe I'm missing the boat is"},{"speaker":"Charles Goldfarb","startTime":856.56,"endTime":861.33,"body":"those are purely for physician"},{"speaker":"Charles Goldfarb","startTime":861.33,"endTime":863.58,"body":"to physician interaction"},{"speaker":"Charles Goldfarb","startTime":861.33,"endTime":863.58,"body":"physician to therapist"},{"speaker":"Charles Goldfarb","startTime":863.58,"endTime":867.93,"body":"interaction. It's not really"},{"speaker":"Charles Goldfarb","startTime":863.58,"endTime":867.93,"body":"centered on a patient. So yes,"},{"speaker":"Charles Goldfarb","startTime":867.93,"endTime":871.47,"body":"it's probably building my brand,"},{"speaker":"Charles Goldfarb","startTime":867.93,"endTime":871.47,"body":"but I don't think it's driving"},{"speaker":"Charles Goldfarb","startTime":871.5,"endTime":874.26,"body":"patients. Are we missing the"},{"speaker":"Charles Goldfarb","startTime":871.5,"endTime":874.26,"body":"boat?"},{"speaker":"Aaron Perlut","startTime":874.99,"endTime":879.22,"body":"Yeah, I think so."},{"speaker":"Aaron Perlut","startTime":874.99,"endTime":879.22,"body":"I will. Okay, it's arguable it's"},{"speaker":"Aaron Perlut","startTime":879.22,"endTime":883.78,"body":"a really subjective thing. But I"},{"speaker":"Aaron Perlut","startTime":879.22,"endTime":883.78,"body":"would just say this. Think about"},{"speaker":"Aaron Perlut","startTime":883.78,"endTime":889.0,"body":"the way that pharmaceutical"},{"speaker":"Aaron Perlut","startTime":883.78,"endTime":889.0,"body":"companies market. Sure they have"},{"speaker":"Aaron Perlut","startTime":889.0,"endTime":891.31,"body":"salespeople that walk in your"},{"speaker":"Aaron Perlut","startTime":889.0,"endTime":891.31,"body":"office every day and want to"},{"speaker":"Aaron Perlut","startTime":891.31,"endTime":893.92,"body":"meet with you and sell you the"},{"speaker":"Aaron Perlut","startTime":891.31,"endTime":893.92,"body":"greatest thing ever, but where"},{"speaker":"Aaron Perlut","startTime":893.92,"endTime":896.98,"body":"they really spend their money on"},{"speaker":"Aaron Perlut","startTime":893.92,"endTime":896.98,"body":"television advertising to"},{"speaker":"Aaron Perlut","startTime":896.98,"endTime":899.74,"body":"consumers, even though they're"},{"speaker":"Aaron Perlut","startTime":896.98,"endTime":899.74,"body":"not selling directly to those"},{"speaker":"Aaron Perlut","startTime":899.74,"endTime":902.2,"body":"consumers. tumors, they have"},{"speaker":"Aaron Perlut","startTime":899.74,"endTime":902.2,"body":"what I call this reach around"},{"speaker":"Aaron Perlut","startTime":902.2,"endTime":905.26,"body":"effect. Because what they do is"},{"speaker":"Aaron Perlut","startTime":902.2,"endTime":905.26,"body":"they reach around the"},{"speaker":"Aaron Perlut","startTime":905.26,"endTime":909.52,"body":"physicians, they go straight to"},{"speaker":"Aaron Perlut","startTime":905.26,"endTime":909.52,"body":"consumers, and they pull them"},{"speaker":"Aaron Perlut","startTime":909.52,"endTime":913.63,"body":"closer to the physicians who are"},{"speaker":"Aaron Perlut","startTime":909.52,"endTime":913.63,"body":"pulling them, thus pulling"},{"speaker":"Aaron Perlut","startTime":913.63,"endTime":917.92,"body":"closer to themselves. So I think"},{"speaker":"Aaron Perlut","startTime":913.63,"endTime":917.92,"body":"a lot of times, again, I think"},{"speaker":"Aaron Perlut","startTime":917.92,"endTime":923.89,"body":"we're in this data and"},{"speaker":"Aaron Perlut","startTime":917.92,"endTime":923.89,"body":"information has become our"},{"speaker":"Aaron Perlut","startTime":923.89,"endTime":926.92,"body":"ability to get you it is so"},{"speaker":"Aaron Perlut","startTime":923.89,"endTime":926.92,"body":"simple that people are willing"},{"speaker":"Aaron Perlut","startTime":926.92,"endTime":932.86,"body":"to go and search for their own"},{"speaker":"Aaron Perlut","startTime":926.92,"endTime":932.86,"body":"answers today. And so I think,"},{"speaker":"Aaron Perlut","startTime":932.86,"endTime":937.45,"body":"you know, Instagram, very visual"},{"speaker":"Aaron Perlut","startTime":932.86,"endTime":937.45,"body":"medium, we were talking about,"},{"speaker":"Aaron Perlut","startTime":937.6,"endTime":940.84,"body":"you know, you mentioned, maybe"},{"speaker":"Aaron Perlut","startTime":937.6,"endTime":940.84,"body":"it's not that relevant for hand"},{"speaker":"Aaron Perlut","startTime":940.84,"endTime":944.74,"body":"surgeons, but, you know, with x"},{"speaker":"Aaron Perlut","startTime":940.84,"endTime":944.74,"body":"rays, I think there's still"},{"speaker":"Aaron Perlut","startTime":944.74,"endTime":949.24,"body":"things you can demonstrate"},{"speaker":"Aaron Perlut","startTime":944.74,"endTime":949.24,"body":"before and after. Instagram is,"},{"speaker":"Aaron Perlut","startTime":949.24,"endTime":955.48,"body":"is still a fantastic video"},{"speaker":"Aaron Perlut","startTime":949.24,"endTime":955.48,"body":"platform. And so, interviews you"},{"speaker":"Aaron Perlut","startTime":955.48,"endTime":962.53,"body":"can use on Instagram TV. I just"},{"speaker":"Aaron Perlut","startTime":955.48,"endTime":962.53,"body":"think there's there's really"},{"speaker":"Aaron Perlut","startTime":962.53,"endTime":965.95,"body":"important ways that now Twitter,"},{"speaker":"Aaron Perlut","startTime":962.53,"endTime":965.95,"body":"I think is much more of a b2b"},{"speaker":"Aaron Perlut","startTime":965.95,"endTime":969.43,"body":"platform. It's more about"},{"speaker":"Aaron Perlut","startTime":965.95,"endTime":969.43,"body":"building thought leadership on a"},{"speaker":"Aaron Perlut","startTime":969.43,"endTime":974.71,"body":"professional level. But, you"},{"speaker":"Aaron Perlut","startTime":969.43,"endTime":974.71,"body":"know, Instagram, I think you can"},{"speaker":"Aaron Perlut","startTime":974.71,"endTime":978.55,"body":"reach both visit your physician"},{"speaker":"Aaron Perlut","startTime":974.71,"endTime":978.55,"body":"audiences, you're going to reach"},{"speaker":"Aaron Perlut","startTime":978.55,"endTime":982.27,"body":"more consumers there. But still"},{"speaker":"Aaron Perlut","startTime":978.55,"endTime":982.27,"body":"consumers will go seek out"},{"speaker":"Aaron Perlut","startTime":982.27,"endTime":985.42,"body":"people they have heard are"},{"speaker":"Aaron Perlut","startTime":982.27,"endTime":985.42,"body":"specialists. I remember when I"},{"speaker":"Aaron Perlut","startTime":985.42,"endTime":993.16,"body":"was getting LASIK surgery more"},{"speaker":"Aaron Perlut","startTime":985.42,"endTime":993.16,"body":"than 20 years ago. And, and we"},{"speaker":"Aaron Perlut","startTime":993.16,"endTime":996.94,"body":"had my wife had gone and"},{"speaker":"Aaron Perlut","startTime":993.16,"endTime":996.94,"body":"searched out a doctor who had"},{"speaker":"Aaron Perlut","startTime":996.94,"endTime":1002.25,"body":"done like more than 1700,"},{"speaker":"Aaron Perlut","startTime":996.94,"endTime":1002.25,"body":"because he started doing it for"},{"speaker":"Aaron Perlut","startTime":1002.25,"endTime":1005.22,"body":"the Navy and the Philippines"},{"speaker":"Aaron Perlut","startTime":1002.25,"endTime":1005.22,"body":"before it was legal in the US."},{"speaker":"Aaron Perlut","startTime":1007.11,"endTime":1013.32,"body":"But I remember my, my mother,"},{"speaker":"Aaron Perlut","startTime":1007.11,"endTime":1013.32,"body":"the ever present yenta calling"},{"speaker":"Aaron Perlut","startTime":1013.32,"endTime":1017.13,"body":"and saying oh, you should go to"},{"speaker":"Aaron Perlut","startTime":1013.32,"endTime":1017.13,"body":"Tiger Woods' doctor, he's here"},{"speaker":"Aaron Perlut","startTime":1017.13,"endTime":1021.33,"body":"in DC area and have him come up"},{"speaker":"Aaron Perlut","startTime":1017.13,"endTime":1021.33,"body":"here and He'll do it. And so Oh,"},{"speaker":"Aaron Perlut","startTime":1021.33,"endTime":1024.72,"body":"we could have gone and googled"},{"speaker":"Aaron Perlut","startTime":1021.33,"endTime":1024.72,"body":"Tiger Woods, Tiger Woods doctor"},{"speaker":"Aaron Perlut","startTime":1024.72,"endTime":1029.34,"body":"did his LASIK. So you know, and"},{"speaker":"Aaron Perlut","startTime":1024.72,"endTime":1029.34,"body":"gone straight to that"},{"speaker":"Aaron Perlut","startTime":1029.34,"endTime":1032.1,"body":"specialist. But instead, you"},{"speaker":"Aaron Perlut","startTime":1029.34,"endTime":1032.1,"body":"know, we had already done our"},{"speaker":"Aaron Perlut","startTime":1032.1,"endTime":1035.07,"body":"research, but it's just, that's"},{"speaker":"Aaron Perlut","startTime":1032.1,"endTime":1035.07,"body":"how consumers behave today, they"},{"speaker":"Aaron Perlut","startTime":1035.07,"endTime":1038.25,"body":"think they can a lot of them,"},{"speaker":"Aaron Perlut","startTime":1035.07,"endTime":1038.25,"body":"especially ones that have have"},{"speaker":"Aaron Perlut","startTime":1038.25,"endTime":1041.91,"body":"economic means that can afford"},{"speaker":"Aaron Perlut","startTime":1038.25,"endTime":1041.91,"body":"higher price surgeries and"},{"speaker":"Aaron Perlut","startTime":1041.91,"endTime":1044.97,"body":"things like that, like me when I"},{"speaker":"Aaron Perlut","startTime":1041.91,"endTime":1044.97,"body":"was doing my hand modeling. with"},{"speaker":"Aaron Perlut","startTime":1044.97,"endTime":1049.17,"body":"George Costanza, it's, uh, you"},{"speaker":"Aaron Perlut","startTime":1044.97,"endTime":1049.17,"body":"know, people will go search it"},{"speaker":"Aaron Perlut","startTime":1049.17,"endTime":1054.12,"body":"out. So I do think I do think"},{"speaker":"Aaron Perlut","startTime":1049.17,"endTime":1054.12,"body":"80% of your marketing should be"},{"speaker":"Aaron Perlut","startTime":1054.12,"endTime":1058.2,"body":"done b2b. But I still think you"},{"speaker":"Aaron Perlut","startTime":1054.12,"endTime":1058.2,"body":"that 20%, maybe a little less,"},{"speaker":"Aaron Perlut","startTime":1058.53,"endTime":1062.1,"body":"you should always think about"},{"speaker":"Aaron Perlut","startTime":1058.53,"endTime":1062.1,"body":"the consumer and reaching direct"},{"speaker":"Aaron Perlut","startTime":1062.1,"endTime":1064.74,"body":"to consumer. And there are"},{"speaker":"Aaron Perlut","startTime":1062.1,"endTime":1064.74,"body":"opportunities for you to do that"},{"speaker":"Aaron Perlut","startTime":1064.74,"endTime":1066.33,"body":"in a relatively low cost way."},{"speaker":"Charles Goldfarb","startTime":1067.8,"endTime":1071.4,"body":"So we are, I"},{"speaker":"Charles Goldfarb","startTime":1067.8,"endTime":1071.4,"body":"don't wanna say struggling, but"},{"speaker":"Charles Goldfarb","startTime":1071.4,"endTime":1075.51,"body":"we are trying to better"},{"speaker":"Charles Goldfarb","startTime":1071.4,"endTime":1075.51,"body":"understand the generational"},{"speaker":"Charles Goldfarb","startTime":1075.51,"endTime":1078.06,"body":"differences. I know you live in"},{"speaker":"Charles Goldfarb","startTime":1075.51,"endTime":1078.06,"body":"the world of generational"},{"speaker":"Charles Goldfarb","startTime":1078.06,"endTime":1080.82,"body":"differences, and how do you"},{"speaker":"Charles Goldfarb","startTime":1078.06,"endTime":1080.82,"body":"reach a 70 year old versus how"},{"speaker":"Charles Goldfarb","startTime":1080.82,"endTime":1084.33,"body":"do you reach a 25 year old, and"},{"speaker":"Charles Goldfarb","startTime":1080.82,"endTime":1084.33,"body":"we want to reach the both of"},{"speaker":"Charles Goldfarb","startTime":1084.33,"endTime":1089.7,"body":"those age groups and everything"},{"speaker":"Charles Goldfarb","startTime":1084.33,"endTime":1089.7,"body":"in between. And so clearly, you"},{"speaker":"Charles Goldfarb","startTime":1089.7,"endTime":1093.78,"body":"know, search engine optimization"},{"speaker":"Charles Goldfarb","startTime":1089.7,"endTime":1093.78,"body":"and being good in a search space"},{"speaker":"Charles Goldfarb","startTime":1093.78,"endTime":1097.71,"body":"is going to hit the 25 year old,"},{"speaker":"Charles Goldfarb","startTime":1093.78,"endTime":1097.71,"body":"clearly. How do you hit the"},{"speaker":"Charles Goldfarb","startTime":1097.71,"endTime":1101.4,"body":"older population? Is it the"},{"speaker":"Charles Goldfarb","startTime":1097.71,"endTime":1101.4,"body":"same? Am I under estimating what"},{"speaker":"Charles Goldfarb","startTime":1101.4,"endTime":1105.66,"body":"the older American does online?"},{"speaker":"Charles Goldfarb","startTime":1101.4,"endTime":1105.66,"body":"Or do you have to target them in"},{"speaker":"Charles Goldfarb","startTime":1105.66,"endTime":1106.32,"body":"different ways?"},{"speaker":"Aaron Perlut","startTime":1107.05,"endTime":1109.9,"body":"You do target them"},{"speaker":"Aaron Perlut","startTime":1107.05,"endTime":1109.9,"body":"in different ways. Segmentation"},{"speaker":"Aaron Perlut","startTime":1109.9,"endTime":1112.39,"body":"is important, because you also"},{"speaker":"Aaron Perlut","startTime":1109.9,"endTime":1112.39,"body":"might want to be speaking to"},{"speaker":"Aaron Perlut","startTime":1112.39,"endTime":1115.48,"body":"them in different ways. And"},{"speaker":"Aaron Perlut","startTime":1112.39,"endTime":1115.48,"body":"again, this gets back to channel"},{"speaker":"Aaron Perlut","startTime":1115.48,"endTime":1122.14,"body":"efficacy too. Facebook tend to"},{"speaker":"Aaron Perlut","startTime":1115.48,"endTime":1122.14,"body":"skew much older, Instagram,"},{"speaker":"Aaron Perlut","startTime":1122.77,"endTime":1127.96,"body":"Snapchat, Tiktok tend to skew"},{"speaker":"Aaron Perlut","startTime":1122.77,"endTime":1127.96,"body":"much younger, but you can also"},{"speaker":"Aaron Perlut","startTime":1128.77,"endTime":1133.18,"body":"use today, and this is really,"},{"speaker":"Aaron Perlut","startTime":1128.77,"endTime":1133.18,"body":"really important. So I think a"},{"speaker":"Aaron Perlut","startTime":1133.18,"endTime":1136.66,"body":"lot of people think that, oh, I"},{"speaker":"Aaron Perlut","startTime":1133.18,"endTime":1136.66,"body":"can start a Facebook page for my"},{"speaker":"Aaron Perlut","startTime":1136.66,"endTime":1139.6,"body":"practice. And I can just drop"},{"speaker":"Aaron Perlut","startTime":1136.66,"endTime":1139.6,"body":"content on there. And all of a"},{"speaker":"Aaron Perlut","startTime":1139.6,"endTime":1145.99,"body":"sudden, you know, whoo, I've got"},{"speaker":"Aaron Perlut","startTime":1139.6,"endTime":1145.99,"body":"it made. So Face- I we talked"},{"speaker":"Aaron Perlut","startTime":1145.99,"endTime":1152.08,"body":"about algorithms before."},{"speaker":"Aaron Perlut","startTime":1145.99,"endTime":1152.08,"body":"Facebook is, since its IPO has"},{"speaker":"Aaron Perlut","startTime":1152.08,"endTime":1158.95,"body":"done a marvelous job of making"},{"speaker":"Aaron Perlut","startTime":1152.08,"endTime":1158.95,"body":"money. And the way they do that,"},{"speaker":"Aaron Perlut","startTime":1159.52,"endTime":1164.38,"body":"is that if you have a branded"},{"speaker":"Aaron Perlut","startTime":1159.52,"endTime":1164.38,"body":"Facebook page, so let's say for"},{"speaker":"Aaron Perlut","startTime":1164.38,"endTime":1168.01,"body":"your practice, Chuck, you have a"},{"speaker":"Aaron Perlut","startTime":1164.38,"endTime":1168.01,"body":"Facebook page, not your personal"},{"speaker":"Aaron Perlut","startTime":1168.01,"endTime":1171.7,"body":"but your your, your your"},{"speaker":"Aaron Perlut","startTime":1168.01,"endTime":1171.7,"body":"practice, and you drop a video"},{"speaker":"Aaron Perlut","startTime":1171.7,"endTime":1176.38,"body":"on there and you think oh, this"},{"speaker":"Aaron Perlut","startTime":1171.7,"endTime":1176.38,"body":"is the greatest video ever. Only"},{"speaker":"Aaron Perlut","startTime":1176.38,"endTime":1183.13,"body":"and let's say you have 1000"},{"speaker":"Aaron Perlut","startTime":1176.38,"endTime":1183.13,"body":"followers 3% at most are going"},{"speaker":"Aaron Perlut","startTime":1183.13,"endTime":1185.53,"body":"to actually see that, and this"},{"speaker":"Aaron Perlut","startTime":1183.13,"endTime":1185.53,"body":"is because of Facebook's"},{"speaker":"Aaron Perlut","startTime":1185.53,"endTime":1189.76,"body":"algorithmic changes 3% will see"},{"speaker":"Aaron Perlut","startTime":1185.53,"endTime":1189.76,"body":"that, that's it of those"},{"speaker":"Aaron Perlut","startTime":1189.76,"endTime":1194.68,"body":"Facebook followers. Now, you can"},{"speaker":"Aaron Perlut","startTime":1189.76,"endTime":1194.68,"body":"take a small spend, and by small"},{"speaker":"Aaron Perlut","startTime":1194.68,"endTime":1200.17,"body":"I mean 25 bucks. And then you"},{"speaker":"Aaron Perlut","startTime":1194.68,"endTime":1200.17,"body":"can actually target The"},{"speaker":"Aaron Perlut","startTime":1200.17,"endTime":1205.12,"body":"audiences, you want to see that."},{"speaker":"Aaron Perlut","startTime":1200.17,"endTime":1205.12,"body":"And usually what's great about"},{"speaker":"Aaron Perlut","startTime":1205.12,"endTime":1207.85,"body":"this is, you'll be able to"},{"speaker":"Aaron Perlut","startTime":1205.12,"endTime":1207.85,"body":"target people who are not"},{"speaker":"Aaron Perlut","startTime":1207.85,"endTime":1211.6,"body":"already fans of the page. So"},{"speaker":"Aaron Perlut","startTime":1207.85,"endTime":1211.6,"body":"you're trying to acquire new"},{"speaker":"Aaron Perlut","startTime":1211.6,"endTime":1214.57,"body":"eyeballs. And this will bring"},{"speaker":"Aaron Perlut","startTime":1211.6,"endTime":1214.57,"body":"new eyeballs to the content. And"},{"speaker":"Aaron Perlut","startTime":1214.57,"endTime":1217.48,"body":"you can do that through a number"},{"speaker":"Aaron Perlut","startTime":1214.57,"endTime":1217.48,"body":"of metrics. And it's all free"},{"speaker":"Aaron Perlut","startTime":1217.63,"endTime":1220.72,"body":"and you can go look at all the"},{"speaker":"Aaron Perlut","startTime":1217.63,"endTime":1220.72,"body":"Facebook data for free, because"},{"speaker":"Aaron Perlut","startTime":1220.75,"endTime":1225.28,"body":"they want you to be able to see"},{"speaker":"Aaron Perlut","startTime":1220.75,"endTime":1225.28,"body":"it to start salivating. And so"},{"speaker":"Aaron Perlut","startTime":1225.97,"endTime":1228.91,"body":"it's an important way to think"},{"speaker":"Aaron Perlut","startTime":1225.97,"endTime":1228.91,"body":"about segmentation, because then"},{"speaker":"Aaron Perlut","startTime":1228.91,"endTime":1232.75,"body":"you can also serve up ads for"},{"speaker":"Aaron Perlut","startTime":1228.91,"endTime":1232.75,"body":"that content on a segmented way."},{"speaker":"Aaron Perlut","startTime":1232.75,"endTime":1236.68,"body":"So maybe you design one that is"},{"speaker":"Aaron Perlut","startTime":1232.75,"endTime":1236.68,"body":"specifically targeted towards"},{"speaker":"Aaron Perlut","startTime":1236.68,"endTime":1240.31,"body":"boomers. And you design one ad"},{"speaker":"Aaron Perlut","startTime":1236.68,"endTime":1240.31,"body":"that's specifically targeted"},{"speaker":"Aaron Perlut","startTime":1240.31,"endTime":1245.68,"body":"towards millennials. But it's"},{"speaker":"Aaron Perlut","startTime":1240.31,"endTime":1245.68,"body":"all driving back to the same"},{"speaker":"Aaron Perlut","startTime":1245.68,"endTime":1250.51,"body":"content. So there are there are"},{"speaker":"Aaron Perlut","startTime":1245.68,"endTime":1250.51,"body":"ways to throughout DNS goes"},{"speaker":"Aaron Perlut","startTime":1250.51,"endTime":1255.34,"body":"beyond Facebook, but it's always"},{"speaker":"Aaron Perlut","startTime":1250.51,"endTime":1255.34,"body":"a great example to use, because"},{"speaker":"Aaron Perlut","startTime":1255.34,"endTime":1260.98,"body":"of the way they manipulate their"},{"speaker":"Aaron Perlut","startTime":1255.34,"endTime":1260.98,"body":"algorithms so questionable, but"},{"speaker":"Aaron Perlut","startTime":1261.04,"endTime":1263.08,"body":"you can really segment your"},{"speaker":"Aaron Perlut","startTime":1261.04,"endTime":1263.08,"body":"audience."},{"speaker":"Chris Dy","startTime":1263.72,"endTime":1265.76,"body":"All I can think of is"},{"speaker":"Chris Dy","startTime":1263.72,"endTime":1265.76,"body":"that scene in I think it's like"},{"speaker":"Chris Dy","startTime":1265.76,"endTime":1270.05,"body":"the social dilemma that that"},{"speaker":"Chris Dy","startTime":1265.76,"endTime":1270.05,"body":"Netflix documentary that came"},{"speaker":"Chris Dy","startTime":1270.05,"endTime":1273.83,"body":"out last year, and people"},{"speaker":"Chris Dy","startTime":1270.05,"endTime":1273.83,"body":"manipulating the algorithms. And"},{"speaker":"Chris Dy","startTime":1275.24,"endTime":1278.57,"body":"one thing that I wanted to ask"},{"speaker":"Chris Dy","startTime":1275.24,"endTime":1278.57,"body":"you is, if we, if you were"},{"speaker":"Chris Dy","startTime":1278.63,"endTime":1281.36,"body":"somebody new starting out in"},{"speaker":"Chris Dy","startTime":1278.63,"endTime":1281.36,"body":"practice, or you wanted to start"},{"speaker":"Chris Dy","startTime":1281.36,"endTime":1284.36,"body":"marketing your practice, you"},{"speaker":"Chris Dy","startTime":1281.36,"endTime":1284.36,"body":"mentioned generating content and"},{"speaker":"Chris Dy","startTime":1284.36,"endTime":1287.63,"body":"putting it out there. And then"},{"speaker":"Chris Dy","startTime":1284.36,"endTime":1287.63,"body":"you then mentioned potentially,"},{"speaker":"Chris Dy","startTime":1287.66,"endTime":1292.31,"body":"you know, using some of these"},{"speaker":"Chris Dy","startTime":1287.66,"endTime":1292.31,"body":"small spends to help increase"},{"speaker":"Chris Dy","startTime":1292.31,"endTime":1296.9,"body":"eyeballs, what are some other"},{"speaker":"Chris Dy","startTime":1292.31,"endTime":1296.9,"body":"very reasonable and easy to"},{"speaker":"Chris Dy","startTime":1296.9,"endTime":1300.77,"body":"accomplish things that we could"},{"speaker":"Chris Dy","startTime":1296.9,"endTime":1300.77,"body":"do, you know, to help generate,"},{"speaker":"Chris Dy","startTime":1301.16,"endTime":1303.62,"body":"you know, more buzz and more"},{"speaker":"Chris Dy","startTime":1301.16,"endTime":1303.62,"body":"interest and more eyeballs?"},{"speaker":"Aaron Perlut","startTime":1305.19,"endTime":1306.81,"body":"So the first thing"},{"speaker":"Aaron Perlut","startTime":1305.19,"endTime":1306.81,"body":"I would think about if you're a"},{"speaker":"Aaron Perlut","startTime":1306.81,"endTime":1309.84,"body":"practice, just starting out is"},{"speaker":"Aaron Perlut","startTime":1306.81,"endTime":1309.84,"body":"Who do you want to be? How do"},{"speaker":"Aaron Perlut","startTime":1309.84,"endTime":1313.17,"body":"you want to be seen? What's your"},{"speaker":"Aaron Perlut","startTime":1309.84,"endTime":1313.17,"body":"Think of yourself as a brand?"},{"speaker":"Aaron Perlut","startTime":1313.83,"endTime":1319.26,"body":"And what's the ethos of that"},{"speaker":"Aaron Perlut","startTime":1313.83,"endTime":1319.26,"body":"brand? Maybe it's compassion,"},{"speaker":"Aaron Perlut","startTime":1319.74,"endTime":1326.82,"body":"maybe it's precision. But what"},{"speaker":"Aaron Perlut","startTime":1319.74,"endTime":1326.82,"body":"is the ethos of that brand, and"},{"speaker":"Aaron Perlut","startTime":1326.82,"endTime":1331.62,"body":"then think about how you can"},{"speaker":"Aaron Perlut","startTime":1326.82,"endTime":1331.62,"body":"start to develop simple means of"},{"speaker":"Aaron Perlut","startTime":1331.62,"endTime":1336.72,"body":"content that demonstrate that"},{"speaker":"Aaron Perlut","startTime":1331.62,"endTime":1336.72,"body":"brand. So if it's compassion,"},{"speaker":"Aaron Perlut","startTime":1337.41,"endTime":1340.98,"body":"let's just say, you start"},{"speaker":"Aaron Perlut","startTime":1337.41,"endTime":1340.98,"body":"shooting just some short"},{"speaker":"Aaron Perlut","startTime":1341.04,"endTime":1345.78,"body":"interview videos with clients,"},{"speaker":"Aaron Perlut","startTime":1341.04,"endTime":1345.78,"body":"with people who have who have"},{"speaker":"Aaron Perlut","startTime":1346.77,"endTime":1350.58,"body":"used the services who you've"},{"speaker":"Aaron Perlut","startTime":1346.77,"endTime":1350.58,"body":"treated, that can just speak to"},{"speaker":"Aaron Perlut","startTime":1350.58,"endTime":1356.19,"body":"that have great compelling"},{"speaker":"Aaron Perlut","startTime":1350.58,"endTime":1356.19,"body":"stories about your relationship"},{"speaker":"Aaron Perlut","startTime":1356.19,"endTime":1359.85,"body":"with them and how they helped"},{"speaker":"Aaron Perlut","startTime":1356.19,"endTime":1359.85,"body":"you. And you want these to be"},{"speaker":"Aaron Perlut","startTime":1359.85,"endTime":1362.43,"body":"short, people don't pay, you"},{"speaker":"Aaron Perlut","startTime":1359.85,"endTime":1362.43,"body":"know, you can't pay attention to"},{"speaker":"Aaron Perlut","startTime":1362.43,"endTime":1365.4,"body":"anything. We're living in this"},{"speaker":"Aaron Perlut","startTime":1362.43,"endTime":1365.4,"body":"ADHD economy right now, where"},{"speaker":"Aaron Perlut","startTime":1365.4,"endTime":1367.74,"body":"nobody pays attention to"},{"speaker":"Aaron Perlut","startTime":1365.4,"endTime":1367.74,"body":"anything for an extended period"},{"speaker":"Aaron Perlut","startTime":1367.74,"endTime":1372.03,"body":"of time. So less than 60"},{"speaker":"Aaron Perlut","startTime":1367.74,"endTime":1372.03,"body":"seconds. The shorter the better."},{"speaker":"Aaron Perlut","startTime":1372.03,"endTime":1375.3,"body":"I would if you can get it down"},{"speaker":"Aaron Perlut","startTime":1372.03,"endTime":1375.3,"body":"to 30 seconds. Great. And it"},{"speaker":"Aaron Perlut","startTime":1375.3,"endTime":1382.02,"body":"could simply just be a quick"},{"speaker":"Aaron Perlut","startTime":1375.3,"endTime":1382.02,"body":"soundbite of you know, my son"},{"speaker":"Aaron Perlut","startTime":1382.02,"endTime":1384.69,"body":"lost the use of his right hand"},{"speaker":"Aaron Perlut","startTime":1382.02,"endTime":1384.69,"body":"and he couldn't masturbate"},{"speaker":"Aaron Perlut","startTime":1384.69,"endTime":1392.58,"body":"anymore. And so Dr. Goldfarb"},{"speaker":"Aaron Perlut","startTime":1384.69,"endTime":1392.58,"body":"taught him how to great gain"},{"speaker":"Aaron Perlut","startTime":1392.58,"endTime":1395.64,"body":"greater skill with his left"},{"speaker":"Aaron Perlut","startTime":1392.58,"endTime":1395.64,"body":"hand, things like that. It's"},{"speaker":"Aaron Perlut","startTime":1395.64,"endTime":1399.99,"body":"just truth, not a true story"},{"speaker":"Aaron Perlut","startTime":1395.64,"endTime":1399.99,"body":"fabricated story-"},{"speaker":"Chris Dy","startTime":1400.02,"endTime":1401.94,"body":"That was on"},{"speaker":"Chris Dy","startTime":1400.02,"endTime":1401.94,"body":"vitals.com. Actually, I saw that"},{"speaker":"Chris Dy","startTime":1401.94,"endTime":1403.05,"body":"review. Yeah."},{"speaker":"Aaron Perlut","startTime":1404.53,"endTime":1406.57,"body":"Yeah, I know, I"},{"speaker":"Aaron Perlut","startTime":1404.53,"endTime":1406.57,"body":"actually read that on Tinder."},{"speaker":"Aaron Perlut","startTime":1406.78,"endTime":1412.48,"body":"But anyhow, but you know, it's,"},{"speaker":"Aaron Perlut","startTime":1406.78,"endTime":1412.48,"body":"it's creating compassionate"},{"speaker":"Aaron Perlut","startTime":1412.48,"endTime":1416.08,"body":"content that reflects the ethos"},{"speaker":"Aaron Perlut","startTime":1412.48,"endTime":1416.08,"body":"of your brand. And even if"},{"speaker":"Aaron Perlut","startTime":1416.08,"endTime":1420.31,"body":"you're not putting paid spend"},{"speaker":"Aaron Perlut","startTime":1416.08,"endTime":1420.31,"body":"behind that yet, because you're"},{"speaker":"Aaron Perlut","startTime":1420.31,"endTime":1422.71,"body":"just kind of dipping your toe in"},{"speaker":"Aaron Perlut","startTime":1420.31,"endTime":1422.71,"body":"the water, and you're figuring"},{"speaker":"Aaron Perlut","startTime":1422.71,"endTime":1424.69,"body":"out who you're going to be and"},{"speaker":"Aaron Perlut","startTime":1422.71,"endTime":1424.69,"body":"how you're going to represent"},{"speaker":"Aaron Perlut","startTime":1424.69,"endTime":1427.48,"body":"yourself. And you want to just"},{"speaker":"Aaron Perlut","startTime":1424.69,"endTime":1427.48,"body":"build up kind of a cauldron and"},{"speaker":"Aaron Perlut","startTime":1427.48,"endTime":1432.25,"body":"have some content on your pages."},{"speaker":"Aaron Perlut","startTime":1427.48,"endTime":1432.25,"body":"That's okay. Just, you know,"},{"speaker":"Aaron Perlut","startTime":1432.25,"endTime":1437.86,"body":"start slow, start inexpensive,"},{"speaker":"Aaron Perlut","startTime":1432.25,"endTime":1437.86,"body":"kind of lean into it, until you"},{"speaker":"Aaron Perlut","startTime":1437.86,"endTime":1441.76,"body":"kind of feel like, Alright, I"},{"speaker":"Aaron Perlut","startTime":1437.86,"endTime":1441.76,"body":"get this, I get what we are who"},{"speaker":"Aaron Perlut","startTime":1441.76,"endTime":1445.87,"body":"we are. And now we were ready to"},{"speaker":"Aaron Perlut","startTime":1441.76,"endTime":1445.87,"body":"kind of do this and replicate it"},{"speaker":"Aaron Perlut","startTime":1446.17,"endTime":1447.46,"body":"on a ongoing level."},{"speaker":"Charles Goldfarb","startTime":1448.48,"endTime":1451.24,"body":"That resonates"},{"speaker":"Charles Goldfarb","startTime":1448.48,"endTime":1451.24,"body":"let me make sure I have this"},{"speaker":"Charles Goldfarb","startTime":1451.24,"endTime":1454.81,"body":"correct. So I'm going to just"},{"speaker":"Charles Goldfarb","startTime":1451.24,"endTime":1454.81,"body":"kind of talk and then tell me if"},{"speaker":"Charles Goldfarb","startTime":1454.81,"endTime":1458.17,"body":"this is exactly what you mean."},{"speaker":"Charles Goldfarb","startTime":1454.81,"endTime":1458.17,"body":"So I'm starting out. I'm a hand"},{"speaker":"Charles Goldfarb","startTime":1458.17,"endTime":1462.25,"body":"surgeon. All hand surgeons treat"},{"speaker":"Charles Goldfarb","startTime":1458.17,"endTime":1462.25,"body":"wrist and hand fractures, we"},{"speaker":"Charles Goldfarb","startTime":1462.25,"endTime":1466.0,"body":"treat carpal tunnel syndrome, it"},{"speaker":"Charles Goldfarb","startTime":1462.25,"endTime":1466.0,"body":"would seem to be an uphill"},{"speaker":"Charles Goldfarb","startTime":1466.0,"endTime":1469.57,"body":"battle to say hi, I'm Chuck"},{"speaker":"Charles Goldfarb","startTime":1466.0,"endTime":1469.57,"body":"Goldfarb, I'm new in town, I'm"},{"speaker":"Charles Goldfarb","startTime":1469.57,"endTime":1474.19,"body":"really good at taking care of"},{"speaker":"Charles Goldfarb","startTime":1469.57,"endTime":1474.19,"body":"carpal tunnel and fractures. And"},{"speaker":"Charles Goldfarb","startTime":1474.19,"endTime":1477.94,"body":"I think what you're saying is"},{"speaker":"Charles Goldfarb","startTime":1474.19,"endTime":1477.94,"body":"that that stuff may be fine and"},{"speaker":"Charles Goldfarb","startTime":1477.94,"endTime":1481.6,"body":"it may be true, but position"},{"speaker":"Charles Goldfarb","startTime":1477.94,"endTime":1481.6,"body":"yourself differently. And if"},{"speaker":"Charles Goldfarb","startTime":1481.6,"endTime":1483.49,"body":"you're going to focus on"},{"speaker":"Charles Goldfarb","startTime":1481.6,"endTime":1483.49,"body":"compassion, if you're going to"},{"speaker":"Charles Goldfarb","startTime":1483.49,"endTime":1487.9,"body":"focus on technical, you know,"},{"speaker":"Charles Goldfarb","startTime":1483.49,"endTime":1487.9,"body":"excellence, then make that the"},{"speaker":"Charles Goldfarb","startTime":1487.9,"endTime":1491.41,"body":"centerpiece because patients"},{"speaker":"Charles Goldfarb","startTime":1487.9,"endTime":1491.41,"body":"don't know whether to believe"},{"speaker":"Charles Goldfarb","startTime":1491.56,"endTime":1494.29,"body":"that you're the best carpal"},{"speaker":"Charles Goldfarb","startTime":1491.56,"endTime":1494.29,"body":"tunnel doctor ever and is there"},{"speaker":"Charles Goldfarb","startTime":1494.29,"endTime":1496.93,"body":"a difference? But if you focus"},{"speaker":"Charles Goldfarb","startTime":1494.29,"endTime":1496.93,"body":"on the compassion piece that"},{"speaker":"Charles Goldfarb","startTime":1496.93,"endTime":1499.39,"body":"will resonate with some"},{"speaker":"Charles Goldfarb","startTime":1496.93,"endTime":1499.39,"body":"patients, am I Am I"},{"speaker":"Charles Goldfarb","startTime":1499.45,"endTime":1500.68,"body":"understanding That correctly."},{"speaker":"Aaron Perlut","startTime":1501.05,"endTime":1502.49,"body":"Yeah. And I also"},{"speaker":"Aaron Perlut","startTime":1501.05,"endTime":1502.49,"body":"think you want to take the"},{"speaker":"Aaron Perlut","startTime":1502.49,"endTime":1504.89,"body":"focus, this is gonna sound"},{"speaker":"Aaron Perlut","startTime":1502.49,"endTime":1504.89,"body":"counterintuitive, but take the"},{"speaker":"Aaron Perlut","startTime":1504.89,"endTime":1508.19,"body":"focus away from you and focus on"},{"speaker":"Aaron Perlut","startTime":1504.89,"endTime":1508.19,"body":"the patient. So let's use a real"},{"speaker":"Aaron Perlut","startTime":1508.19,"endTime":1512.87,"body":"life example Chuck. We can, I"},{"speaker":"Aaron Perlut","startTime":1508.19,"endTime":1512.87,"body":"know you can't speak this, but I"},{"speaker":"Aaron Perlut","startTime":1512.87,"endTime":1517.31,"body":"can because it won't violate"},{"speaker":"Aaron Perlut","startTime":1512.87,"endTime":1517.31,"body":"anything. So you treated my son."},{"speaker":"Aaron Perlut","startTime":1518.21,"endTime":1521.99,"body":"And, you know, you, you help my"},{"speaker":"Aaron Perlut","startTime":1518.21,"endTime":1521.99,"body":"son with a broken bone in his"},{"speaker":"Aaron Perlut","startTime":1521.99,"endTime":1527.99,"body":"hand. So it might be 30 to 60"},{"speaker":"Aaron Perlut","startTime":1521.99,"endTime":1527.99,"body":"second clip, just my son"},{"speaker":"Aaron Perlut","startTime":1527.99,"endTime":1532.76,"body":"speaking about, you know, I"},{"speaker":"Aaron Perlut","startTime":1527.99,"endTime":1532.76,"body":"broke this bone in my hand, Dr."},{"speaker":"Aaron Perlut","startTime":1532.76,"endTime":1539.0,"body":"Goldfarb helped me, you know,"},{"speaker":"Aaron Perlut","startTime":1532.76,"endTime":1539.0,"body":"with an effective surgery and"},{"speaker":"Aaron Perlut","startTime":1539.0,"endTime":1541.85,"body":"process for healing, that"},{"speaker":"Aaron Perlut","startTime":1539.0,"endTime":1541.85,"body":"allowed me to get back on the"},{"speaker":"Aaron Perlut","startTime":1541.85,"endTime":1545.15,"body":"ice because I was beforehand and"},{"speaker":"Aaron Perlut","startTime":1541.85,"endTime":1545.15,"body":"after I was a high level hockey"},{"speaker":"Aaron Perlut","startTime":1545.15,"endTime":1549.29,"body":"player. And so it was important"},{"speaker":"Aaron Perlut","startTime":1545.15,"endTime":1549.29,"body":"to me, that that kind of thing,"},{"speaker":"Aaron Perlut","startTime":1549.29,"endTime":1553.7,"body":"where you're really just showing"},{"speaker":"Aaron Perlut","startTime":1549.29,"endTime":1553.7,"body":"it from the perspective of the"},{"speaker":"Aaron Perlut","startTime":1553.7,"endTime":1557.42,"body":"patient and what you did for"},{"speaker":"Aaron Perlut","startTime":1553.7,"endTime":1557.42,"body":"them. And you don't even need to"},{"speaker":"Aaron Perlut","startTime":1557.42,"endTime":1563.69,"body":"interject, I always hate when-"},{"speaker":"Aaron Perlut","startTime":1557.42,"endTime":1563.69,"body":"when brands unnecessarily have"},{"speaker":"Aaron Perlut","startTime":1563.69,"endTime":1567.53,"body":"someone who needs to interject"},{"speaker":"Aaron Perlut","startTime":1563.69,"endTime":1567.53,"body":"themselves into them. Because"},{"speaker":"Aaron Perlut","startTime":1567.53,"endTime":1571.55,"body":"it's purely based on ego. I"},{"speaker":"Aaron Perlut","startTime":1567.53,"endTime":1571.55,"body":"mean, I I hate to get political,"},{"speaker":"Aaron Perlut","startTime":1571.55,"endTime":1574.76,"body":"but we're seeing that right now"},{"speaker":"Aaron Perlut","startTime":1571.55,"endTime":1574.76,"body":"with Michael Lindell from my"},{"speaker":"Aaron Perlut","startTime":1574.76,"endTime":1579.56,"body":"pillow. He's been banned. And"},{"speaker":"Aaron Perlut","startTime":1574.76,"endTime":1579.56,"body":"his company's been banned from"},{"speaker":"Aaron Perlut","startTime":1579.56,"endTime":1586.67,"body":"Twitter. And he's trying to tell"},{"speaker":"Aaron Perlut","startTime":1579.56,"endTime":1586.67,"body":"this story. But he's using this"},{"speaker":"Aaron Perlut","startTime":1586.67,"endTime":1590.42,"body":"brand to get in the way. What he"},{"speaker":"Aaron Perlut","startTime":1586.67,"endTime":1590.42,"body":"needs it, and he can tell"},{"speaker":"Aaron Perlut","startTime":1590.42,"endTime":1592.61,"body":"whatever political story he"},{"speaker":"Aaron Perlut","startTime":1590.42,"endTime":1592.61,"body":"wants to but get away from your"},{"speaker":"Aaron Perlut","startTime":1592.61,"endTime":1596.12,"body":"brand. If you want to go tell a"},{"speaker":"Aaron Perlut","startTime":1592.61,"endTime":1596.12,"body":"story to great go tell a story."},{"speaker":"Aaron Perlut","startTime":1596.51,"endTime":1599.24,"body":"But don't do it on the back of"},{"speaker":"Aaron Perlut","startTime":1596.51,"endTime":1599.24,"body":"your brand, where you're selling"},{"speaker":"Aaron Perlut","startTime":1599.24,"endTime":1603.29,"body":"your brand. And, and"},{"speaker":"Aaron Perlut","startTime":1599.24,"endTime":1603.29,"body":"unfortunately, he is because now"},{"speaker":"Aaron Perlut","startTime":1603.29,"endTime":1607.19,"body":"the brand itself is being taken"},{"speaker":"Aaron Perlut","startTime":1603.29,"endTime":1607.19,"body":"off of certain purchasing"},{"speaker":"Aaron Perlut","startTime":1607.19,"endTime":1612.89,"body":"platforms. And so you don't and"},{"speaker":"Aaron Perlut","startTime":1607.19,"endTime":1612.89,"body":"that's a really extreme example."},{"speaker":"Aaron Perlut","startTime":1613.97,"endTime":1618.89,"body":"But I do find sometimes that"},{"speaker":"Aaron Perlut","startTime":1613.97,"endTime":1618.89,"body":"certain founders, executives,"},{"speaker":"Aaron Perlut","startTime":1618.89,"endTime":1620.78,"body":"they, they kind of get in the"},{"speaker":"Aaron Perlut","startTime":1618.89,"endTime":1620.78,"body":"way of the brand and"},{"speaker":"Aaron Perlut","startTime":1620.78,"endTime":1623.45,"body":"demonstrating really what the"},{"speaker":"Aaron Perlut","startTime":1620.78,"endTime":1623.45,"body":"brand does, because they lose"},{"speaker":"Aaron Perlut","startTime":1623.45,"endTime":1624.74,"body":"sight of really what's"},{"speaker":"Aaron Perlut","startTime":1623.45,"endTime":1624.74,"body":"important."},{"speaker":"Charles Goldfarb","startTime":1624.0,"endTime":1627.93,"body":"I think that"},{"speaker":"Charles Goldfarb","startTime":1624.0,"endTime":1627.93,"body":"that resonates with Chris and I"},{"speaker":"Charles Goldfarb","startTime":1627.93,"endTime":1632.01,"body":"unfortunately, you know, we are"},{"speaker":"Charles Goldfarb","startTime":1627.93,"endTime":1632.01,"body":"fortunate to work for Washington"},{"speaker":"Charles Goldfarb","startTime":1632.01,"endTime":1635.61,"body":"University, which has a very, at"},{"speaker":"Charles Goldfarb","startTime":1632.01,"endTime":1635.61,"body":"least I think, I hope, a very"},{"speaker":"Charles Goldfarb","startTime":1635.61,"endTime":1639.63,"body":"positive reputation, both"},{"speaker":"Charles Goldfarb","startTime":1635.61,"endTime":1639.63,"body":"locally and regionally and even"},{"speaker":"Charles Goldfarb","startTime":1639.63,"endTime":1644.73,"body":"nationally. And yet, we both"},{"speaker":"Charles Goldfarb","startTime":1639.63,"endTime":1644.73,"body":"seek to not distance ourselves"},{"speaker":"Aaron Perlut","startTime":1643.22,"endTime":1645.53,"body":"And that's an"},{"speaker":"Aaron Perlut","startTime":1643.22,"endTime":1645.53,"body":"important thing. I mean, even"},{"speaker":"Aaron Perlut","startTime":1644.73,"endTime":1648.06,"body":"from that brand, but have our"},{"speaker":"Aaron Perlut","startTime":1644.73,"endTime":1648.06,"body":"own brand that lives within the"},{"speaker":"Aaron Perlut","startTime":1645.53,"endTime":1649.01,"body":"within there are certain"},{"speaker":"Aaron Perlut","startTime":1645.53,"endTime":1649.01,"body":"organizations, I've worked for"},{"speaker":"Aaron Perlut","startTime":1648.06,"endTime":1650.73,"body":"washu. And so that's that's what"},{"speaker":"Aaron Perlut","startTime":1648.06,"endTime":1650.73,"body":"we try to do."},{"speaker":"Aaron Perlut","startTime":1649.01,"endTime":1653.51,"body":"certain companies that frowned"},{"speaker":"Aaron Perlut","startTime":1649.01,"endTime":1653.51,"body":"upon creating individual brands,"},{"speaker":"Aaron Perlut","startTime":1653.93,"endTime":1657.2,"body":"personal brands, but what they"},{"speaker":"Aaron Perlut","startTime":1653.93,"endTime":1657.2,"body":"didn't realize was that if you"},{"speaker":"Aaron Perlut","startTime":1657.2,"endTime":1660.26,"body":"create a strong personal brand"},{"speaker":"Aaron Perlut","startTime":1657.2,"endTime":1660.26,"body":"within the umbrella of a larger"},{"speaker":"Aaron Perlut","startTime":1660.26,"endTime":1664.1,"body":"corporate brand, it actually"},{"speaker":"Aaron Perlut","startTime":1660.26,"endTime":1664.1,"body":"reflects well, ultimately on the"},{"speaker":"Aaron Perlut","startTime":1664.1,"endTime":1668.66,"body":"corporate brand, because they're"},{"speaker":"Aaron Perlut","startTime":1664.1,"endTime":1668.66,"body":"seeing as someone that thought"},{"speaker":"Aaron Perlut","startTime":1668.66,"endTime":1671.0,"body":"leaders want to go work for"},{"speaker":"Aaron Perlut","startTime":1668.66,"endTime":1671.0,"body":"them. That's, that's an"},{"speaker":"Aaron Perlut","startTime":1671.0,"endTime":1674.57,"body":"important message that you're"},{"speaker":"Aaron Perlut","startTime":1671.0,"endTime":1674.57,"body":"sending. And so larger brands"},{"speaker":"Aaron Perlut","startTime":1674.57,"endTime":1678.32,"body":"that frown upon creating, you"},{"speaker":"Aaron Perlut","startTime":1674.57,"endTime":1678.32,"body":"know, having their employees"},{"speaker":"Aaron Perlut","startTime":1678.32,"endTime":1683.24,"body":"create personal brands, I find,"},{"speaker":"Aaron Perlut","startTime":1678.32,"endTime":1683.24,"body":"it's very silly on GoDaddy, who"},{"speaker":"Aaron Perlut","startTime":1683.24,"endTime":1687.89,"body":"I've worked with, for many"},{"speaker":"Aaron Perlut","startTime":1683.24,"endTime":1687.89,"body":"years, as a client of ours, they"},{"speaker":"Aaron Perlut","startTime":1687.89,"endTime":1692.09,"body":"actually have someone on their"},{"speaker":"Aaron Perlut","startTime":1687.89,"endTime":1692.09,"body":"team that helps employees better"},{"speaker":"Aaron Perlut","startTime":1692.09,"endTime":1697.19,"body":"position, their personal brand,"},{"speaker":"Aaron Perlut","startTime":1692.09,"endTime":1697.19,"body":"because they recognize that, if"},{"speaker":"Aaron Perlut","startTime":1697.19,"endTime":1700.64,"body":"it is demonstrated that their"},{"speaker":"Aaron Perlut","startTime":1697.19,"endTime":1700.64,"body":"employees are smart, and enjoy"},{"speaker":"Aaron Perlut","startTime":1700.64,"endTime":1704.6,"body":"what they do that reflects well"},{"speaker":"Aaron Perlut","startTime":1700.64,"endTime":1704.6,"body":"upon GoDaddy, and so they become"},{"speaker":"Aaron Perlut","startTime":1704.6,"endTime":1708.05,"body":"an employer of choice. And you"},{"speaker":"Aaron Perlut","startTime":1704.6,"endTime":1708.05,"body":"have smarter minds that want to"},{"speaker":"Aaron Perlut","startTime":1708.05,"endTime":1710.48,"body":"go work there, we try to do that"},{"speaker":"Aaron Perlut","startTime":1708.05,"endTime":1710.48,"body":"at our agency, at Elasticity I"},{"speaker":"Aaron Perlut","startTime":1710.48,"endTime":1715.49,"body":"mean, we have people in four"},{"speaker":"Aaron Perlut","startTime":1710.48,"endTime":1715.49,"body":"different cities. And typically,"},{"speaker":"Aaron Perlut","startTime":1715.49,"endTime":1717.8,"body":"you know, the relationship"},{"speaker":"Aaron Perlut","startTime":1715.49,"endTime":1717.8,"body":"begins with an individual, not"},{"speaker":"Aaron Perlut","startTime":1717.8,"endTime":1720.26,"body":"with the organization, and you"},{"speaker":"Aaron Perlut","startTime":1717.8,"endTime":1720.26,"body":"want people to like the"},{"speaker":"Aaron Perlut","startTime":1720.26,"endTime":1722.72,"body":"individual, and then you're more"},{"speaker":"Aaron Perlut","startTime":1720.26,"endTime":1722.72,"body":"likely to do business with them."},{"speaker":"Aaron Perlut","startTime":1723.65,"endTime":1727.61,"body":"So yeah, building your personal"},{"speaker":"Aaron Perlut","startTime":1723.65,"endTime":1727.61,"body":"brand is a valuable commodity."},{"speaker":"Aaron Perlut","startTime":1727.82,"endTime":1730.22,"body":"And it's great when you have an"},{"speaker":"Aaron Perlut","startTime":1727.82,"endTime":1730.22,"body":"employer that allows you to do"},{"speaker":"Aaron Perlut","startTime":1730.22,"endTime":1730.55,"body":"so"},{"speaker":"Chris Dy","startTime":1740.1,"endTime":1743.88,"body":"Well then one thing"},{"speaker":"Chris Dy","startTime":1740.1,"endTime":1743.88,"body":"that, you know, that really"},{"speaker":"Chris Dy","startTime":1743.91,"endTime":1746.37,"body":"matches well, with what you"},{"speaker":"Chris Dy","startTime":1743.91,"endTime":1746.37,"body":"described is the the old school"},{"speaker":"Chris Dy","startTime":1746.37,"endTime":1749.34,"body":"way for somebody, for example,"},{"speaker":"Chris Dy","startTime":1746.37,"endTime":1749.34,"body":"in academic medicine, to build"},{"speaker":"Chris Dy","startTime":1749.34,"endTime":1753.15,"body":"their brand, was to publish a"},{"speaker":"Chris Dy","startTime":1749.34,"endTime":1753.15,"body":"bunch of papers, and become"},{"speaker":"Chris Dy","startTime":1753.15,"endTime":1757.35,"body":"known for research and then get"},{"speaker":"Chris Dy","startTime":1753.15,"endTime":1757.35,"body":"up on stage at national meetings"},{"speaker":"Chris Dy","startTime":1757.35,"endTime":1761.31,"body":"and give talks. And that was the"},{"speaker":"Chris Dy","startTime":1757.35,"endTime":1761.31,"body":"way to establish an individual"},{"speaker":"Chris Dy","startTime":1761.31,"endTime":1764.94,"body":"brand. And I think that, you"},{"speaker":"Chris Dy","startTime":1761.31,"endTime":1764.94,"body":"know, one thing that has made"},{"speaker":"Chris Dy","startTime":1764.94,"endTime":1768.6,"body":"being here really special is"},{"speaker":"Chris Dy","startTime":1764.94,"endTime":1768.6,"body":"that for a long time, there has"},{"speaker":"Chris Dy","startTime":1768.6,"endTime":1771.66,"body":"been this legacy of hand"},{"speaker":"Chris Dy","startTime":1768.6,"endTime":1771.66,"body":"surgeons in this group that have"},{"speaker":"Chris Dy","startTime":1771.69,"endTime":1774.66,"body":"had really strong individual"},{"speaker":"Chris Dy","startTime":1771.69,"endTime":1774.66,"body":"brands, which have made the"},{"speaker":"Chris Dy","startTime":1774.66,"endTime":1778.53,"body":"collective brand that much"},{"speaker":"Chris Dy","startTime":1774.66,"endTime":1778.53,"body":"stronger. Is there a way that"},{"speaker":"Chris Dy","startTime":1778.53,"endTime":1782.01,"body":"you would encourage younger"},{"speaker":"Chris Dy","startTime":1778.53,"endTime":1782.01,"body":"physicians or somebody who is"},{"speaker":"Chris Dy","startTime":1782.01,"endTime":1786.78,"body":"just starting to establish their"},{"speaker":"Chris Dy","startTime":1782.01,"endTime":1786.78,"body":"brand, to, you know, adapt that"},{"speaker":"Chris Dy","startTime":1786.78,"endTime":1789.81,"body":"to the 21st century? Because I"},{"speaker":"Chris Dy","startTime":1786.78,"endTime":1789.81,"body":"think there's still you know,"},{"speaker":"Chris Dy","startTime":1790.98,"endTime":1794.46,"body":"the currency of the realm is"},{"speaker":"Chris Dy","startTime":1790.98,"endTime":1794.46,"body":"still the paper. But there are"},{"speaker":"Chris Dy","startTime":1794.46,"endTime":1796.5,"body":"probably new ways to explore"},{"speaker":"Chris Dy","startTime":1794.46,"endTime":1796.5,"body":"that."},{"speaker":"Aaron Perlut","startTime":1797.53,"endTime":1800.32,"body":"Yeah, that's a"},{"speaker":"Aaron Perlut","startTime":1797.53,"endTime":1800.32,"body":"great point, Chris. So I'm"},{"speaker":"Aaron Perlut","startTime":1800.32,"endTime":1804.94,"body":"actually doing this with my wife"},{"speaker":"Aaron Perlut","startTime":1800.32,"endTime":1804.94,"body":"right now my wife has a highly"},{"speaker":"Aaron Perlut","startTime":1804.94,"endTime":1809.8,"body":"specialized practice of in"},{"speaker":"Aaron Perlut","startTime":1804.94,"endTime":1809.8,"body":"physical therapy where she, she"},{"speaker":"Aaron Perlut","startTime":1810.13,"endTime":1814.09,"body":"does early intervention working"},{"speaker":"Aaron Perlut","startTime":1810.13,"endTime":1814.09,"body":"with children age zero to three."},{"speaker":"Aaron Perlut","startTime":1815.71,"endTime":1819.52,"body":"And she's a physical therapist."},{"speaker":"Aaron Perlut","startTime":1815.71,"endTime":1819.52,"body":"And she is trying to build a"},{"speaker":"Aaron Perlut","startTime":1819.52,"endTime":1824.65,"body":"very telehealth focused"},{"speaker":"Aaron Perlut","startTime":1819.52,"endTime":1824.65,"body":"practice, in spite of"},{"speaker":"Aaron Perlut","startTime":1824.68,"endTime":1829.12,"body":"contracting with state"},{"speaker":"Aaron Perlut","startTime":1824.68,"endTime":1829.12,"body":"governments, which you know"},{"speaker":"Aaron Perlut","startTime":1829.12,"endTime":1832.12,"body":"struggle with that, struggle"},{"speaker":"Aaron Perlut","startTime":1829.12,"endTime":1832.12,"body":"with this adaptation to the kind"},{"speaker":"Aaron Perlut","startTime":1832.12,"endTime":1836.05,"body":"of new media and treatment. But"},{"speaker":"Aaron Perlut","startTime":1832.12,"endTime":1836.05,"body":"she's actually has proven out"},{"speaker":"Aaron Perlut","startTime":1836.05,"endTime":1838.81,"body":"case studies where the the, the"},{"speaker":"Aaron Perlut","startTime":1836.05,"endTime":1838.81,"body":"efficacy of the treatment is"},{"speaker":"Aaron Perlut","startTime":1838.81,"endTime":1844.09,"body":"more effective. Through means"},{"speaker":"Aaron Perlut","startTime":1838.81,"endTime":1844.09,"body":"like zoom, or what have you"},{"speaker":"Aaron Perlut","startTime":1844.09,"endTime":1848.89,"body":"Skype, because it forces parents"},{"speaker":"Aaron Perlut","startTime":1844.09,"endTime":1848.89,"body":"to actually be more fit more"},{"speaker":"Aaron Perlut","startTime":1848.92,"endTime":1851.95,"body":"regularly involved with the"},{"speaker":"Aaron Perlut","startTime":1848.92,"endTime":1851.95,"body":"treatment, and so the kids are"},{"speaker":"Aaron Perlut","startTime":1851.95,"endTime":1856.39,"body":"getting more treatment. So I'm"},{"speaker":"Aaron Perlut","startTime":1851.95,"endTime":1856.39,"body":"trying to help her build a brand"},{"speaker":"Aaron Perlut","startTime":1856.39,"endTime":1861.25,"body":"around the efficacy of"},{"speaker":"Aaron Perlut","startTime":1856.39,"endTime":1861.25,"body":"telehealth and which is not an"},{"speaker":"Aaron Perlut","startTime":1861.25,"endTime":1864.46,"body":"easy thing to do. And so what"},{"speaker":"Aaron Perlut","startTime":1861.25,"endTime":1864.46,"body":"we're doing is we're just"},{"speaker":"Aaron Perlut","startTime":1864.46,"endTime":1872.2,"body":"starting very small, using"},{"speaker":"Aaron Perlut","startTime":1864.46,"endTime":1872.2,"body":"Twitter to to periodically post"},{"speaker":"Aaron Perlut","startTime":1872.8,"endTime":1876.13,"body":"articles and thoughts on the"},{"speaker":"Aaron Perlut","startTime":1872.8,"endTime":1876.13,"body":"effectiveness of telehealth,"},{"speaker":"Aaron Perlut","startTime":1876.55,"endTime":1879.85,"body":"usually third party articles,"},{"speaker":"Aaron Perlut","startTime":1876.55,"endTime":1879.85,"body":"and just being more of a"},{"speaker":"Aaron Perlut","startTime":1879.85,"endTime":1885.01,"body":"cheerleader. And I think that's"},{"speaker":"Aaron Perlut","startTime":1879.85,"endTime":1885.01,"body":"what you find a good means for"},{"speaker":"Aaron Perlut","startTime":1885.28,"endTime":1887.32,"body":"people that are starting off in"},{"speaker":"Aaron Perlut","startTime":1885.28,"endTime":1887.32,"body":"the industry, because it doesn't"},{"speaker":"Aaron Perlut","startTime":1887.32,"endTime":1892.0,"body":"necessarily position you as"},{"speaker":"Aaron Perlut","startTime":1887.32,"endTime":1892.0,"body":"someone who has to kind of plant"},{"speaker":"Aaron Perlut","startTime":1892.0,"endTime":1896.11,"body":"a flag and start writing, you"},{"speaker":"Aaron Perlut","startTime":1892.0,"endTime":1896.11,"body":"know, 10,000 word white papers"},{"speaker":"Aaron Perlut","startTime":1896.11,"endTime":1899.74,"body":"about it. But you can start"},{"speaker":"Aaron Perlut","startTime":1896.11,"endTime":1899.74,"body":"slowly being a cheerleader, and"},{"speaker":"Aaron Perlut","startTime":1899.74,"endTime":1902.17,"body":"positioning what you're"},{"speaker":"Aaron Perlut","startTime":1899.74,"endTime":1902.17,"body":"supportive of kind of you, you"},{"speaker":"Aaron Perlut","startTime":1902.17,"endTime":1905.53,"body":"know, you're building your"},{"speaker":"Aaron Perlut","startTime":1902.17,"endTime":1905.53,"body":"personal brand, by simply"},{"speaker":"Aaron Perlut","startTime":1905.53,"endTime":1909.04,"body":"sharing your, your thoughts, and"},{"speaker":"Aaron Perlut","startTime":1905.53,"endTime":1909.04,"body":"your support for something."},{"speaker":"Charles Goldfarb","startTime":1911.1,"endTime":1914.43,"body":"Yeah, so"},{"speaker":"Charles Goldfarb","startTime":1911.1,"endTime":1914.43,"body":"interesting. So this morning, I"},{"speaker":"Charles Goldfarb","startTime":1914.43,"endTime":1917.7,"body":"do what a lot of hand surgeons"},{"speaker":"Charles Goldfarb","startTime":1914.43,"endTime":1917.7,"body":"do, which I think is what a lot"},{"speaker":"Charles Goldfarb","startTime":1917.7,"endTime":1921.03,"body":"of, you know, people do is that"},{"speaker":"Charles Goldfarb","startTime":1917.7,"endTime":1921.03,"body":"they want to tackle a new"},{"speaker":"Charles Goldfarb","startTime":1921.03,"endTime":1923.94,"body":"project, they, you know, they"},{"speaker":"Charles Goldfarb","startTime":1921.03,"endTime":1923.94,"body":"start with Google, and they do a"},{"speaker":"Charles Goldfarb","startTime":1923.94,"endTime":1927.93,"body":"search. And so I searched for,"},{"speaker":"Charles Goldfarb","startTime":1923.94,"endTime":1927.93,"body":"you know, medical practice,"},{"speaker":"Charles Goldfarb","startTime":1927.93,"endTime":1931.98,"body":"marketing. And Aaron knows"},{"speaker":"Charles Goldfarb","startTime":1927.93,"endTime":1931.98,"body":"exactly what popped up, Chris,"},{"speaker":"Charles Goldfarb","startTime":1932.1,"endTime":1935.67,"body":"and half the listeners probably"},{"speaker":"Charles Goldfarb","startTime":1932.1,"endTime":1935.67,"body":"know what popped up. But I bring"},{"speaker":"Charles Goldfarb","startTime":1935.67,"endTime":1938.4,"body":"this up because you address it"},{"speaker":"Charles Goldfarb","startTime":1935.67,"endTime":1938.4,"body":"in your book. And so basically,"},{"speaker":"Charles Goldfarb","startTime":1938.4,"endTime":1944.58,"body":"you get seven secrets to medical"},{"speaker":"Charles Goldfarb","startTime":1938.4,"endTime":1944.58,"body":"marketing success, five key tips"},{"speaker":"Charles Goldfarb","startTime":1944.58,"endTime":1949.56,"body":"to marketing genius in medicine."},{"speaker":"Charles Goldfarb","startTime":1944.58,"endTime":1949.56,"body":"And what you say in your book is"},{"speaker":"Charles Goldfarb","startTime":1949.65,"endTime":1953.55,"body":"that, you know, basically after"},{"speaker":"Charles Goldfarb","startTime":1949.65,"endTime":1953.55,"body":"your formula, because there's no"},{"speaker":"Charles Goldfarb","startTime":1953.55,"endTime":1956.76,"body":"secret sauce. But yeah, what"},{"speaker":"Charles Goldfarb","startTime":1953.55,"endTime":1956.76,"body":"I've heard you say this morning"},{"speaker":"Charles Goldfarb","startTime":1956.76,"endTime":1960.36,"body":"is there are some basic"},{"speaker":"Charles Goldfarb","startTime":1956.76,"endTime":1960.36,"body":"principles that we have to abide"},{"speaker":"Charles Goldfarb","startTime":1960.36,"endTime":1965.55,"body":"by or not have to abide by. But"},{"speaker":"Charles Goldfarb","startTime":1960.36,"endTime":1965.55,"body":"that makes sense. But yeah,"},{"speaker":"Charles Goldfarb","startTime":1965.58,"endTime":1970.29,"body":"there is no formula that's going"},{"speaker":"Charles Goldfarb","startTime":1965.58,"endTime":1970.29,"body":"to work because the formulas may"},{"speaker":"Charles Goldfarb","startTime":1970.29,"endTime":1973.32,"body":"not make you rise to the top if"},{"speaker":"Charles Goldfarb","startTime":1970.29,"endTime":1973.32,"body":"you follow the quote unquote,"},{"speaker":"Charles Goldfarb","startTime":1973.32,"endTime":1976.74,"body":"formulas, often they bring you"},{"speaker":"Charles Goldfarb","startTime":1973.32,"endTime":1976.74,"body":"right into the middle. I loved"},{"speaker":"Charles Goldfarb","startTime":1976.74,"endTime":1977.91,"body":"how that was stated in the book."},{"speaker":"Aaron Perlut","startTime":1978.14,"endTime":1980.15,"body":"Yeah, lot of it is"},{"speaker":"Aaron Perlut","startTime":1978.14,"endTime":1980.15,"body":"total horseshit, basically."},{"speaker":"Aaron Perlut","startTime":1981.92,"endTime":1985.19,"body":"Here's the thing, everybody, the"},{"speaker":"Aaron Perlut","startTime":1981.92,"endTime":1985.19,"body":"point of the book is this, if we"},{"speaker":"Aaron Perlut","startTime":1985.19,"endTime":1988.79,"body":"all follow the same formulas,"},{"speaker":"Aaron Perlut","startTime":1985.19,"endTime":1988.79,"body":"we'd be stuck in mediocrity,"},{"speaker":"Aaron Perlut","startTime":1989.6,"endTime":1994.88,"body":"there would be no winners and"},{"speaker":"Aaron Perlut","startTime":1989.6,"endTime":1994.88,"body":"losers. And the reality is that"},{"speaker":"Aaron Perlut","startTime":1995.75,"endTime":1998.21,"body":"it's an argument for"},{"speaker":"Aaron Perlut","startTime":1995.75,"endTime":1998.21,"body":"customization more than anything"},{"speaker":"Aaron Perlut","startTime":1998.21,"endTime":2000.91,"body":"else. And that's what the three"},{"speaker":"Aaron Perlut","startTime":1998.21,"endTime":2000.91,"body":"of us have been really talking"},{"speaker":"Aaron Perlut","startTime":2000.91,"endTime":2004.66,"body":"about, since the very beginning"},{"speaker":"Aaron Perlut","startTime":2000.91,"endTime":2004.66,"body":"of this conversation is, it"},{"speaker":"Aaron Perlut","startTime":2004.66,"endTime":2008.86,"body":"starts with that, why? And then"},{"speaker":"Aaron Perlut","startTime":2004.66,"endTime":2008.86,"body":"customizing your ethos that"},{"speaker":"Aaron Perlut","startTime":2008.86,"endTime":2012.31,"body":"reflects who you are, and then"},{"speaker":"Aaron Perlut","startTime":2008.86,"endTime":2012.31,"body":"reaching a very targeted"},{"speaker":"Aaron Perlut","startTime":2012.31,"endTime":2015.7,"body":"audience. So yeah, you're right,"},{"speaker":"Aaron Perlut","startTime":2012.31,"endTime":2015.7,"body":"there are some foundational"},{"speaker":"Aaron Perlut","startTime":2015.7,"endTime":2019.09,"body":"things you need to do. But"},{"speaker":"Aaron Perlut","startTime":2015.7,"endTime":2019.09,"body":"ultimately, on a strategic"},{"speaker":"Aaron Perlut","startTime":2019.09,"endTime":2022.51,"body":"level, you need to create"},{"speaker":"Aaron Perlut","startTime":2019.09,"endTime":2022.51,"body":"something that is customized to"},{"speaker":"Aaron Perlut","startTime":2022.51,"endTime":2028.54,"body":"you, for your needs, for your"},{"speaker":"Aaron Perlut","startTime":2022.51,"endTime":2028.54,"body":"culture, for your audience. And,"},{"speaker":"Aaron Perlut","startTime":2029.02,"endTime":2032.26,"body":"and not worry about the noise,"},{"speaker":"Aaron Perlut","startTime":2029.02,"endTime":2032.26,"body":"because you know, ultimately"},{"speaker":"Aaron Perlut","startTime":2032.26,"endTime":2034.99,"body":"what, who you are and what you"},{"speaker":"Aaron Perlut","startTime":2032.26,"endTime":2034.99,"body":"want to do and what you want to"},{"speaker":"Aaron Perlut","startTime":2034.99,"endTime":2038.59,"body":"be and who you want to reach."},{"speaker":"Aaron Perlut","startTime":2034.99,"endTime":2038.59,"body":"And that's you think of it from"},{"speaker":"Aaron Perlut","startTime":2038.59,"endTime":2042.64,"body":"that perspective, and not, you"},{"speaker":"Aaron Perlut","startTime":2038.59,"endTime":2042.64,"body":"know, these Tony Robbins clones"},{"speaker":"Aaron Perlut","startTime":2042.64,"endTime":2045.16,"body":"that are screaming at the top of"},{"speaker":"Aaron Perlut","startTime":2042.64,"endTime":2045.16,"body":"your lungs at the top of their"},{"speaker":"Aaron Perlut","startTime":2045.16,"endTime":2049.84,"body":"lungs. If you just do this,"},{"speaker":"Aaron Perlut","startTime":2045.16,"endTime":2049.84,"body":"you'll win. And there's just so"},{"speaker":"Aaron Perlut","startTime":2049.84,"endTime":2054.19,"body":"much more. Yeah, maybe there's a"},{"speaker":"Aaron Perlut","startTime":2049.84,"endTime":2054.19,"body":"framework or a process they can"},{"speaker":"Aaron Perlut","startTime":2054.19,"endTime":2058.03,"body":"give you to follow like, Okay,"},{"speaker":"Aaron Perlut","startTime":2054.19,"endTime":2058.03,"body":"if I follow these steps, but you"},{"speaker":"Aaron Perlut","startTime":2058.03,"endTime":2062.14,"body":"really need to customize what"},{"speaker":"Aaron Perlut","startTime":2058.03,"endTime":2062.14,"body":"you do to meet your individual"},{"speaker":"Aaron Perlut","startTime":2062.14,"endTime":2062.77,"body":"needs."},{"speaker":"Charles Goldfarb","startTime":2065.69,"endTime":2067.07,"body":"Chris, you're"},{"speaker":"Charles Goldfarb","startTime":2065.69,"endTime":2067.07,"body":"gonna have to jump out and we're"},{"speaker":"Charles Goldfarb","startTime":2067.07,"endTime":2069.32,"body":"gonna run out of time here"},{"speaker":"Charles Goldfarb","startTime":2067.07,"endTime":2069.32,"body":"shortly, but I can keep going"},{"speaker":"Charles Goldfarb","startTime":2069.32,"endTime":2072.68,"body":"all day. So, you know, you live"},{"speaker":"Charles Goldfarb","startTime":2069.32,"endTime":2072.68,"body":"in a very different world than"},{"speaker":"Charles Goldfarb","startTime":2072.68,"endTime":2078.26,"body":"Chris and I were Chris and I"},{"speaker":"Charles Goldfarb","startTime":2072.68,"endTime":2078.26,"body":"don't have time set aside to"},{"speaker":"Charles Goldfarb","startTime":2078.26,"endTime":2083.69,"body":"think or to strategize. We"},{"speaker":"Charles Goldfarb","startTime":2078.26,"endTime":2083.69,"body":"really spend our days doing"},{"speaker":"Charles Goldfarb","startTime":2083.69,"endTime":2088.46,"body":"whether that's operating or"},{"speaker":"Charles Goldfarb","startTime":2083.69,"endTime":2088.46,"body":"writing or teaching. And I hate"},{"speaker":"Charles Goldfarb","startTime":2088.46,"endTime":2092.39,"body":"that right and maybe it's on me,"},{"speaker":"Charles Goldfarb","startTime":2088.46,"endTime":2092.39,"body":"maybe it's my fault. And I know"},{"speaker":"Charles Goldfarb","startTime":2092.39,"endTime":2095.24,"body":"you said you spent a lot of time"},{"speaker":"Charles Goldfarb","startTime":2092.39,"endTime":2095.24,"body":"in front of spreadsheets but"},{"speaker":"Charles Goldfarb","startTime":2095.27,"endTime":2099.05,"body":"part of your job I think and"},{"speaker":"Charles Goldfarb","startTime":2095.27,"endTime":2099.05,"body":"probably part of the most enjoy"},{"speaker":"Charles Goldfarb","startTime":2099.05,"endTime":2101.42,"body":"you know, maybe the most"},{"speaker":"Charles Goldfarb","startTime":2099.05,"endTime":2101.42,"body":"enjoyable part of your job is"},{"speaker":"Charles Goldfarb","startTime":2101.42,"endTime":2105.74,"body":"brainstorming, and just thinking"},{"speaker":"Charles Goldfarb","startTime":2101.42,"endTime":2105.74,"body":"in groups and individually, how"},{"speaker":"Charles Goldfarb","startTime":2105.74,"endTime":2108.53,"body":"important is that to your"},{"speaker":"Charles Goldfarb","startTime":2105.74,"endTime":2108.53,"body":"success? And how do you think"},{"speaker":"Charles Goldfarb","startTime":2108.53,"endTime":2112.46,"body":"about someone like me or Chris,"},{"speaker":"Charles Goldfarb","startTime":2108.53,"endTime":2112.46,"body":"that doesn't have enough time to"},{"speaker":"Charles Goldfarb","startTime":2112.46,"endTime":2114.62,"body":"think freely? I mean, it's very"},{"speaker":"Charles Goldfarb","startTime":2112.46,"endTime":2114.62,"body":"frustrating."},{"speaker":"Aaron Perlut","startTime":2115.68,"endTime":2120.36,"body":"Yeah, what I think"},{"speaker":"Aaron Perlut","startTime":2115.68,"endTime":2120.36,"body":"about more than anything is, and"},{"speaker":"Aaron Perlut","startTime":2120.36,"endTime":2123.9,"body":"it's probably just based on my"},{"speaker":"Aaron Perlut","startTime":2120.36,"endTime":2123.9,"body":"personal interests. What's the"},{"speaker":"Aaron Perlut","startTime":2123.9,"endTime":2128.55,"body":"creative narrative? that's gonna"},{"speaker":"Aaron Perlut","startTime":2123.9,"endTime":2128.55,"body":"help? So whatever it is, we're"},{"speaker":"Aaron Perlut","startTime":2128.55,"endTime":2131.94,"body":"trying to so what is that"},{"speaker":"Aaron Perlut","startTime":2128.55,"endTime":2131.94,"body":"creative narrative? What's that"},{"speaker":"Aaron Perlut","startTime":2131.94,"endTime":2137.85,"body":"thread that you can weave"},{"speaker":"Aaron Perlut","startTime":2131.94,"endTime":2137.85,"body":"throughout something. And"},{"speaker":"Aaron Perlut","startTime":2137.85,"endTime":2140.43,"body":"sometimes it might be very"},{"speaker":"Aaron Perlut","startTime":2137.85,"endTime":2140.43,"body":"counterintuitive. Sometimes it"},{"speaker":"Aaron Perlut","startTime":2140.43,"endTime":2146.91,"body":"might be extremely different."},{"speaker":"Aaron Perlut","startTime":2140.43,"endTime":2146.91,"body":"You know, we, a couple years"},{"speaker":"Aaron Perlut","startTime":2146.91,"endTime":2153.54,"body":"ago, we were approached by St."},{"speaker":"Aaron Perlut","startTime":2146.91,"endTime":2153.54,"body":"Louis County to do to, to help"},{"speaker":"Aaron Perlut","startTime":2153.54,"endTime":2157.35,"body":"with a campaign that was an STD"},{"speaker":"Aaron Perlut","startTime":2153.54,"endTime":2157.35,"body":"campaign STD awareness campaign."},{"speaker":"Aaron Perlut","startTime":2157.77,"endTime":2160.38,"body":"And we've actually done a lot of"},{"speaker":"Aaron Perlut","startTime":2157.77,"endTime":2160.38,"body":"work for the State Department of"},{"speaker":"Aaron Perlut","startTime":2160.38,"endTime":2164.61,"body":"Health and Senior Services. But"},{"speaker":"Aaron Perlut","startTime":2160.38,"endTime":2164.61,"body":"they already had the creative"},{"speaker":"Aaron Perlut","startTime":2164.64,"endTime":2168.6,"body":"developed. And so they said,"},{"speaker":"Aaron Perlut","startTime":2164.64,"endTime":2168.6,"body":"Hey, will you guys help do the"},{"speaker":"Aaron Perlut","startTime":2168.6,"endTime":2175.14,"body":"execution of this campaign. And"},{"speaker":"Aaron Perlut","startTime":2168.6,"endTime":2175.14,"body":"it's not that I had a, some type"},{"speaker":"Aaron Perlut","startTime":2175.14,"endTime":2178.53,"body":"of moral imperative against"},{"speaker":"Aaron Perlut","startTime":2175.14,"endTime":2178.53,"body":"that, or there was an ego"},{"speaker":"Aaron Perlut","startTime":2178.53,"endTime":2180.69,"body":"involved, but I looked at the"},{"speaker":"Aaron Perlut","startTime":2178.53,"endTime":2180.69,"body":"creative that they had"},{"speaker":"Aaron Perlut","startTime":2180.69,"endTime":2183.84,"body":"developed. And I said, you know,"},{"speaker":"Aaron Perlut","startTime":2180.69,"endTime":2183.84,"body":"what, there's nothing here that"},{"speaker":"Aaron Perlut","startTime":2183.84,"endTime":2190.41,"body":"would make me not want to have"},{"speaker":"Aaron Perlut","startTime":2183.84,"endTime":2190.41,"body":"sex. And, and so I was like,"},{"speaker":"Aaron Perlut","startTime":2190.41,"endTime":2192.87,"body":"we're gonna take a pass, because"},{"speaker":"Aaron Perlut","startTime":2190.41,"endTime":2192.87,"body":"I just I knew was gonna be a"},{"speaker":"Aaron Perlut","startTime":2192.87,"endTime":2196.71,"body":"failure, it would just be one of"},{"speaker":"Aaron Perlut","startTime":2192.87,"endTime":2196.71,"body":"those other endeavors that just,"},{"speaker":"Aaron Perlut","startTime":2198.15,"endTime":2203.04,"body":"that just was an, a remarkable"},{"speaker":"Aaron Perlut","startTime":2198.15,"endTime":2203.04,"body":"waste of money. And so I think"},{"speaker":"Aaron Perlut","startTime":2203.04,"endTime":2207.12,"body":"about the creative thread, and I"},{"speaker":"Aaron Perlut","startTime":2203.04,"endTime":2207.12,"body":"think about like the reality of"},{"speaker":"Aaron Perlut","startTime":2207.48,"endTime":2209.82,"body":"the media environment, the"},{"speaker":"Aaron Perlut","startTime":2207.48,"endTime":2209.82,"body":"information environment that"},{"speaker":"Aaron Perlut","startTime":2209.82,"endTime":2216.18,"body":"we're living in, and how, how"},{"speaker":"Aaron Perlut","startTime":2209.82,"endTime":2216.18,"body":"can you create a message, and in"},{"speaker":"Aaron Perlut","startTime":2216.18,"endTime":2221.04,"body":"a narrative that's going to bust"},{"speaker":"Aaron Perlut","startTime":2216.18,"endTime":2221.04,"body":"through that, um, there was a,"},{"speaker":"Aaron Perlut","startTime":2221.43,"endTime":2225.06,"body":"there was a campaign, an anti"},{"speaker":"Aaron Perlut","startTime":2221.43,"endTime":2225.06,"body":"obese and obesity campaign,"},{"speaker":"Aaron Perlut","startTime":2225.84,"endTime":2228.45,"body":"developed by a nonprofit in"},{"speaker":"Aaron Perlut","startTime":2225.84,"endTime":2228.45,"body":"Atlanta, I forget the name of"},{"speaker":"Aaron Perlut","startTime":2228.45,"endTime":2235.41,"body":"the nonprofit years ago. And the"},{"speaker":"Aaron Perlut","startTime":2228.45,"endTime":2235.41,"body":"the impetus of it was fat kids"},{"speaker":"Aaron Perlut","startTime":2235.41,"endTime":2241.11,"body":"have fat parents. It was brutal,"},{"speaker":"Aaron Perlut","startTime":2235.41,"endTime":2241.11,"body":"absolutely brutal. And it got"},{"speaker":"Aaron Perlut","startTime":2242.58,"endTime":2246.6,"body":"talked about, from coast to"},{"speaker":"Aaron Perlut","startTime":2242.58,"endTime":2246.6,"body":"coast from sea to shining sea."},{"speaker":"Aaron Perlut","startTime":2247.41,"endTime":2251.7,"body":"And it got heavily critiqued."},{"speaker":"Aaron Perlut","startTime":2247.41,"endTime":2251.7,"body":"But you know, what, a lot of"},{"speaker":"Aaron Perlut","startTime":2251.7,"endTime":2255.36,"body":"people paid attention, and there"},{"speaker":"Aaron Perlut","startTime":2251.7,"endTime":2255.36,"body":"was data supporting it. It"},{"speaker":"Aaron Perlut","startTime":2255.36,"endTime":2260.64,"body":"wasn't some joke. It was there"},{"speaker":"Aaron Perlut","startTime":2255.36,"endTime":2260.64,"body":"was good solid, hard data"},{"speaker":"Aaron Perlut","startTime":2260.64,"endTime":2266.25,"body":"demonstrated that obese children"},{"speaker":"Aaron Perlut","startTime":2260.64,"endTime":2266.25,"body":"tend to have obese parents. And"},{"speaker":"Aaron Perlut","startTime":2266.25,"endTime":2272.52,"body":"at some point, you need to stop"},{"speaker":"Aaron Perlut","startTime":2266.25,"endTime":2272.52,"body":"the vicious cycle. And it showed"},{"speaker":"Aaron Perlut","startTime":2272.52,"endTime":2275.85,"body":"the bullying that obese children"},{"speaker":"Aaron Perlut","startTime":2272.52,"endTime":2275.85,"body":"received at school. It was"},{"speaker":"Aaron Perlut","startTime":2275.85,"endTime":2278.61,"body":"brutal, but it made people pay"},{"speaker":"Aaron Perlut","startTime":2275.85,"endTime":2278.61,"body":"attention. And that's the"},{"speaker":"Aaron Perlut","startTime":2278.61,"endTime":2282.03,"body":"hardest thing to do today, is to"},{"speaker":"Aaron Perlut","startTime":2278.61,"endTime":2282.03,"body":"pay, how do you get people to"},{"speaker":"Aaron Perlut","startTime":2282.03,"endTime":2285.93,"body":"pay attention, and then actually"},{"speaker":"Aaron Perlut","startTime":2282.03,"endTime":2285.93,"body":"take action. And that's, you"},{"speaker":"Aaron Perlut","startTime":2285.93,"endTime":2287.7,"body":"know, ultimately what you're"},{"speaker":"Aaron Perlut","startTime":2285.93,"endTime":2287.7,"body":"trying to do. You're trying to"},{"speaker":"Aaron Perlut","startTime":2287.7,"endTime":2292.41,"body":"elicit someone to change their"},{"speaker":"Aaron Perlut","startTime":2287.7,"endTime":2292.41,"body":"behavior to purchase something"},{"speaker":"Aaron Perlut","startTime":2292.41,"endTime":2296.67,"body":"to inquire about something"},{"speaker":"Aaron Perlut","startTime":2292.41,"endTime":2296.67,"body":"that's really, really hard to"},{"speaker":"Aaron Perlut","startTime":2296.67,"endTime":2301.83,"body":"do. So I spend a lot of time"},{"speaker":"Aaron Perlut","startTime":2296.67,"endTime":2301.83,"body":"thinking about what's the"},{"speaker":"Aaron Perlut","startTime":2301.83,"endTime":2305.88,"body":"narrative? What's the message"},{"speaker":"Aaron Perlut","startTime":2301.83,"endTime":2305.88,"body":"that we can develop and build"},{"speaker":"Aaron Perlut","startTime":2305.88,"endTime":2310.47,"body":"something around to help people"},{"speaker":"Aaron Perlut","startTime":2305.88,"endTime":2310.47,"body":"pay attention, which is so"},{"speaker":"Aaron Perlut","startTime":2310.68,"endTime":2312.06,"body":"difficult to do today?"},{"speaker":"Chris Dy","startTime":2312.9,"endTime":2315.48,"body":"I think that there are"},{"speaker":"Chris Dy","startTime":2312.9,"endTime":2315.48,"body":"a couple of really good points"},{"speaker":"Chris Dy","startTime":2315.51,"endTime":2318.09,"body":"in everything that you've said."},{"speaker":"Chris Dy","startTime":2315.51,"endTime":2318.09,"body":"But in particular, in the last"},{"speaker":"Chris Dy","startTime":2318.09,"endTime":2322.59,"body":"few comments. I mean, I think"},{"speaker":"Chris Dy","startTime":2318.09,"endTime":2322.59,"body":"that what changes people's"},{"speaker":"Chris Dy","startTime":2322.59,"endTime":2326.94,"body":"behavior are the stories and the"},{"speaker":"Chris Dy","startTime":2322.59,"endTime":2326.94,"body":"narrative, as opposed to using"},{"speaker":"Chris Dy","startTime":2326.94,"endTime":2329.34,"body":"data to try to change people's"},{"speaker":"Chris Dy","startTime":2326.94,"endTime":2329.34,"body":"minds. And I think that"},{"speaker":"Chris Dy","startTime":2329.34,"endTime":2332.73,"body":"resonates throughout, you know,"},{"speaker":"Chris Dy","startTime":2329.34,"endTime":2332.73,"body":"various domains of our lives,"},{"speaker":"Chris Dy","startTime":2332.73,"endTime":2335.79,"body":"but particularly in medicine."},{"speaker":"Chris Dy","startTime":2332.73,"endTime":2335.79,"body":"And when you're trying to, for"},{"speaker":"Chris Dy","startTime":2335.79,"endTime":2338.61,"body":"example, describe how your"},{"speaker":"Chris Dy","startTime":2335.79,"endTime":2338.61,"body":"research has changed things, for"},{"speaker":"Chris Dy","startTime":2338.61,"endTime":2340.68,"body":"example, or how it has the"},{"speaker":"Chris Dy","startTime":2338.61,"endTime":2340.68,"body":"potential to change practice,"},{"speaker":"Chris Dy","startTime":2340.68,"endTime":2344.22,"body":"that kind of thing. People pay"},{"speaker":"Chris Dy","startTime":2340.68,"endTime":2344.22,"body":"attention to stories, and then"},{"speaker":"Chris Dy","startTime":2344.22,"endTime":2347.52,"body":"if you can back it up with data,"},{"speaker":"Chris Dy","startTime":2344.22,"endTime":2347.52,"body":"all the better. So I think, you"},{"speaker":"Chris Dy","startTime":2347.52,"endTime":2350.73,"body":"know, that thinking about the"},{"speaker":"Chris Dy","startTime":2347.52,"endTime":2350.73,"body":"narrative thinking about you"},{"speaker":"Chris Dy","startTime":2350.73,"endTime":2354.36,"body":"know, how to use that is"},{"speaker":"Chris Dy","startTime":2350.73,"endTime":2354.36,"body":"important. And the other thing"},{"speaker":"Chris Dy","startTime":2354.36,"endTime":2357.03,"body":"is that, you know, honestly, as"},{"speaker":"Chris Dy","startTime":2354.36,"endTime":2357.03,"body":"Chuck mentioned, we just don't"},{"speaker":"Chris Dy","startTime":2357.03,"endTime":2359.91,"body":"take the time to think. And you"},{"speaker":"Chris Dy","startTime":2357.03,"endTime":2359.91,"body":"mentioned earlier, you know,"},{"speaker":"Chris Dy","startTime":2361.02,"endTime":2365.1,"body":"trying to understand what you"},{"speaker":"Chris Dy","startTime":2361.02,"endTime":2365.1,"body":"want to be as a doctor, as a"},{"speaker":"Chris Dy","startTime":2365.1,"endTime":2367.14,"body":"therapist, you know, what your"},{"speaker":"Chris Dy","startTime":2365.1,"endTime":2367.14,"body":"personal brand is, what your"},{"speaker":"Chris Dy","startTime":2367.17,"endTime":2371.07,"body":"ethos is. That's something that,"},{"speaker":"Chris Dy","startTime":2367.17,"endTime":2371.07,"body":"you know, even I, when I give"},{"speaker":"Chris Dy","startTime":2371.1,"endTime":2375.09,"body":"talks to residents about work"},{"speaker":"Chris Dy","startTime":2371.1,"endTime":2375.09,"body":"life balance, I tell them to"},{"speaker":"Chris Dy","startTime":2375.09,"endTime":2379.5,"body":"take some time and do some goal"},{"speaker":"Chris Dy","startTime":2375.09,"endTime":2379.5,"body":"setting and, you know, go"},{"speaker":"Chris Dy","startTime":2379.5,"endTime":2382.29,"body":"through that process so you can"},{"speaker":"Chris Dy","startTime":2379.5,"endTime":2382.29,"body":"gain some insight. And I don't"},{"speaker":"Chris Dy","startTime":2382.29,"endTime":2384.42,"body":"even do that enough. You know, I"},{"speaker":"Chris Dy","startTime":2382.29,"endTime":2384.42,"body":"did it this week with our"},{"speaker":"Chris Dy","startTime":2384.42,"endTime":2387.66,"body":"fellows and I realized I haven't"},{"speaker":"Chris Dy","startTime":2384.42,"endTime":2387.66,"body":"done this in seven years, like"},{"speaker":"Chris Dy","startTime":2387.66,"endTime":2389.91,"body":"really sitting down and saying,"},{"speaker":"Chris Dy","startTime":2387.66,"endTime":2389.91,"body":"like, Where do I want to go?"},{"speaker":"Chris Dy","startTime":2389.91,"endTime":2393.57,"body":"What do I What do I want to be"},{"speaker":"Chris Dy","startTime":2389.91,"endTime":2393.57,"body":"known for? So I think that's one"},{"speaker":"Chris Dy","startTime":2393.57,"endTime":2397.32,"body":"thing that I have to constantly"},{"speaker":"Chris Dy","startTime":2393.57,"endTime":2397.32,"body":"try to improve on is just doing"},{"speaker":"Chris Dy","startTime":2397.32,"endTime":2399.87,"body":"that more regularly and taking"},{"speaker":"Chris Dy","startTime":2397.32,"endTime":2399.87,"body":"the time to, you know,"},{"speaker":"Chris Dy","startTime":2399.9,"endTime":2403.29,"body":"Understand what do I want to be"},{"speaker":"Chris Dy","startTime":2399.9,"endTime":2403.29,"body":"known for? What's my personal"},{"speaker":"Chris Dy","startTime":2403.32,"endTime":2404.61,"body":"brand and my ethos."},{"speaker":"Aaron Perlut","startTime":2405.71,"endTime":2408.59,"body":"And honestly,"},{"speaker":"Aaron Perlut","startTime":2405.71,"endTime":2408.59,"body":"that's not only a great message"},{"speaker":"Aaron Perlut","startTime":2408.59,"endTime":2414.2,"body":"for your customers who you're"},{"speaker":"Aaron Perlut","startTime":2408.59,"endTime":2414.2,"body":"trying to sell your services to."},{"speaker":"Aaron Perlut","startTime":2414.74,"endTime":2418.79,"body":"It's also a great message for"},{"speaker":"Aaron Perlut","startTime":2414.74,"endTime":2418.79,"body":"the people you want to hire, you"},{"speaker":"Aaron Perlut","startTime":2418.79,"endTime":2423.08,"body":"know that the people that you"},{"speaker":"Aaron Perlut","startTime":2418.79,"endTime":2423.08,"body":"wanted that most of us aren't on"},{"speaker":"Aaron Perlut","startTime":2423.08,"endTime":2427.73,"body":"an island on and to ourselves,"},{"speaker":"Aaron Perlut","startTime":2423.08,"endTime":2427.73,"body":"it's, we're on an island with,"},{"speaker":"Aaron Perlut","startTime":2428.45,"endTime":2432.41,"body":"you know, a lot of other people"},{"speaker":"Aaron Perlut","startTime":2428.45,"endTime":2432.41,"body":"that are helping us make, do"},{"speaker":"Aaron Perlut","startTime":2432.41,"endTime":2439.55,"body":"what we do. You know, we have 30"},{"speaker":"Aaron Perlut","startTime":2432.41,"endTime":2439.55,"body":"people in our agency, and our"},{"speaker":"Aaron Perlut","startTime":2439.55,"endTime":2444.71,"body":"end product is worth, you know,"},{"speaker":"Aaron Perlut","startTime":2439.55,"endTime":2444.71,"body":"a reflection of all of us. And"},{"speaker":"Aaron Perlut","startTime":2444.74,"endTime":2447.29,"body":"we're only as good as those"},{"speaker":"Aaron Perlut","startTime":2444.74,"endTime":2447.29,"body":"people. And so we've worked very"},{"speaker":"Aaron Perlut","startTime":2447.29,"endTime":2452.57,"body":"hard, as a firm to kind of build"},{"speaker":"Aaron Perlut","startTime":2447.29,"endTime":2452.57,"body":"a culture that attracts the kind"},{"speaker":"Aaron Perlut","startTime":2452.57,"endTime":2454.85,"body":"of people we want there the kind"},{"speaker":"Aaron Perlut","startTime":2452.57,"endTime":2454.85,"body":"of people that reflect our"},{"speaker":"Aaron Perlut","startTime":2454.85,"endTime":2459.11,"body":"values, and what we're trying to"},{"speaker":"Aaron Perlut","startTime":2454.85,"endTime":2459.11,"body":"achieve when we think and yet"},{"speaker":"Aaron Perlut","startTime":2459.11,"endTime":2468.32,"body":"have a a real diverse mindset as"},{"speaker":"Aaron Perlut","startTime":2459.11,"endTime":2468.32,"body":"well. Because I don't want to,"},{"speaker":"Aaron Perlut","startTime":2468.53,"endTime":2472.73,"body":"from from day one, our practice"},{"speaker":"Aaron Perlut","startTime":2468.53,"endTime":2472.73,"body":"is 12 years old. From day one,"},{"speaker":"Aaron Perlut","startTime":2473.0,"endTime":2476.3,"body":"we have not wanted to have a"},{"speaker":"Aaron Perlut","startTime":2473.0,"endTime":2476.3,"body":"practice that was based on the"},{"speaker":"Aaron Perlut","startTime":2476.3,"endTime":2482.0,"body":"thinking of old white cats. You"},{"speaker":"Aaron Perlut","startTime":2476.3,"endTime":2482.0,"body":"know, the diversity of, of"},{"speaker":"Aaron Perlut","startTime":2482.0,"endTime":2486.05,"body":"thinking, comes from diverse"},{"speaker":"Aaron Perlut","startTime":2482.0,"endTime":2486.05,"body":"perspectives diverse upbringings"},{"speaker":"Aaron Perlut","startTime":2486.05,"endTime":2490.28,"body":"diverse people diverse genders,"},{"speaker":"Aaron Perlut","startTime":2486.05,"endTime":2490.28,"body":"race, what have you. And so"},{"speaker":"Aaron Perlut","startTime":2490.28,"endTime":2494.09,"body":"that's really important. And I"},{"speaker":"Aaron Perlut","startTime":2490.28,"endTime":2494.09,"body":"think, to your point, Chris, you"},{"speaker":"Aaron Perlut","startTime":2494.09,"endTime":2497.27,"body":"know, as you're trying to build"},{"speaker":"Aaron Perlut","startTime":2494.09,"endTime":2497.27,"body":"a good practice, and surround"},{"speaker":"Aaron Perlut","startTime":2497.27,"endTime":2502.28,"body":"yourself with really good people"},{"speaker":"Aaron Perlut","startTime":2497.27,"endTime":2502.28,"body":"and a great team, being able to"},{"speaker":"Aaron Perlut","startTime":2502.28,"endTime":2506.99,"body":"have people think, and lend"},{"speaker":"Aaron Perlut","startTime":2502.28,"endTime":2506.99,"body":"their own perspective is a"},{"speaker":"Aaron Perlut","startTime":2506.99,"endTime":2508.37,"body":"really essential leadership"},{"speaker":"Aaron Perlut","startTime":2506.99,"endTime":2508.37,"body":"tool."},{"speaker":"Charles Goldfarb","startTime":2509.09,"endTime":2512.03,"body":"Aaron, thank"},{"speaker":"Charles Goldfarb","startTime":2509.09,"endTime":2512.03,"body":"you. This has been super fun,"},{"speaker":"Charles Goldfarb","startTime":2512.03,"endTime":2514.97,"body":"educational, I'm sure I will be"},{"speaker":"Charles Goldfarb","startTime":2512.03,"endTime":2514.97,"body":"thinking about your messages."},{"speaker":"Charles Goldfarb","startTime":2515.99,"endTime":2520.07,"body":"You know, well past the end of"},{"speaker":"Charles Goldfarb","startTime":2515.99,"endTime":2520.07,"body":"this podcast, I really did like"},{"speaker":"Charles Goldfarb","startTime":2520.07,"endTime":2526.94,"body":"the book f your formula, so it"},{"speaker":"Charles Goldfarb","startTime":2520.07,"endTime":2526.94,"body":"is a an easy to read, very"},{"speaker":"Charles Goldfarb","startTime":2527.21,"endTime":2531.41,"body":"straightforward book, which"},{"speaker":"Charles Goldfarb","startTime":2527.21,"endTime":2531.41,"body":"will, you know, we all read"},{"speaker":"Charles Goldfarb","startTime":2531.59,"endTime":2534.74,"body":"based on our own, you know,"},{"speaker":"Charles Goldfarb","startTime":2531.59,"endTime":2534.74,"body":"context. And so I was reading,"},{"speaker":"Charles Goldfarb","startTime":2534.77,"endTime":2538.43,"body":"thinking about medical"},{"speaker":"Charles Goldfarb","startTime":2534.77,"endTime":2538.43,"body":"marketing, and really, a lot of"},{"speaker":"Charles Goldfarb","startTime":2538.43,"endTime":2543.26,"body":"the points really hit home. And"},{"speaker":"Charles Goldfarb","startTime":2538.43,"endTime":2543.26,"body":"Anyways, thank you for joining"},{"speaker":"Charles Goldfarb","startTime":2543.26,"endTime":2548.54,"body":"us. And, yeah, thanks for all"},{"speaker":"Charles Goldfarb","startTime":2543.26,"endTime":2548.54,"body":"the all the tips and pearls and"},{"speaker":"Charles Goldfarb","startTime":2548.57,"endTime":2549.11,"body":"wisdom."},{"speaker":"Aaron Perlut","startTime":2552.35,"endTime":2553.94,"body":"Well, Chuck,"},{"speaker":"Aaron Perlut","startTime":2552.35,"endTime":2553.94,"body":"Chris, really appreciate your"},{"speaker":"Aaron Perlut","startTime":2553.94,"endTime":2556.16,"body":"time. And hopefully, I've"},{"speaker":"Aaron Perlut","startTime":2553.94,"endTime":2556.16,"body":"disappointed just about"},{"speaker":"Aaron Perlut","startTime":2556.16,"endTime":2559.43,"body":"everyone. That's all all 14"},{"speaker":"Aaron Perlut","startTime":2556.16,"endTime":2559.43,"body":"people listening to this. I hope"},{"speaker":"Aaron Perlut","startTime":2559.43,"endTime":2560.27,"body":"I've disappointed them all."},{"speaker":"Chris Dy","startTime":2560.78,"endTime":2563.09,"body":"You did, you did tell"},{"speaker":"Chris Dy","startTime":2560.78,"endTime":2563.09,"body":"the first masturbation story on"},{"speaker":"Chris Dy","startTime":2563.09,"endTime":2565.31,"body":"the podcast. So that is a win."},{"speaker":"Chris Dy","startTime":2563.09,"endTime":2565.31,"body":"So thank you for that."},{"speaker":"Aaron Perlut","startTime":2565.52,"endTime":2567.62,"body":"Bring me back. And"},{"speaker":"Aaron Perlut","startTime":2565.52,"endTime":2567.62,"body":"I promise more. Okay."},{"speaker":"Chris Dy","startTime":2569.03,"endTime":2569.69,"body":"Thanks, Aaron."},{"speaker":"Aaron Perlut","startTime":2570.2,"endTime":2571.22,"body":"Take care, guys."},{"speaker":"Aaron Perlut","startTime":2570.2,"endTime":2571.22,"body":"Thank you."},{"speaker":"Charles Goldfarb","startTime":2573.11,"endTime":2575.09,"body":"Hey, Chris,"},{"speaker":"Charles Goldfarb","startTime":2573.11,"endTime":2575.09,"body":"that was fun. Let's do it again"},{"speaker":"Charles Goldfarb","startTime":2575.09,"endTime":2575.6,"body":"real soon."},{"speaker":"Chris Dy","startTime":2575.87,"endTime":2578.36,"body":"Sounds good. Well, be"},{"speaker":"Chris Dy","startTime":2575.87,"endTime":2578.36,"body":"sure to check us out on Twitter"},{"speaker":"Chris Dy","startTime":2578.6,"endTime":2580.79,"body":"@handpodcast. Hey, Chuck, what's"},{"speaker":"Chris Dy","startTime":2578.6,"endTime":2580.79,"body":"your Twitter handle?"},{"speaker":"Charles Goldfarb","startTime":2581.15,"endTime":2584.0,"body":"Mine is"},{"speaker":"Charles Goldfarb","startTime":2581.15,"endTime":2584.0,"body":"@congenitalhand. What about you?"},{"speaker":"Chris Dy","startTime":2584.15,"endTime":2587.51,"body":"Mine is @ChrisDyMD"},{"speaker":"Chris Dy","startTime":2584.15,"endTime":2587.51,"body":"spelled d y. And if you'd like"},{"speaker":"Chris Dy","startTime":2587.51,"endTime":2590.81,"body":"to email us, you can reach us at"},{"speaker":"Chris Dy","startTime":2587.51,"endTime":2590.81,"body":"hand podcast@gmail.com."},{"speaker":"Charles Goldfarb","startTime":2591.95,"endTime":2594.08,"body":"And remember,"},{"speaker":"Charles Goldfarb","startTime":2591.95,"endTime":2594.08,"body":"please subscribe wherever you"},{"speaker":"Charles Goldfarb","startTime":2594.08,"endTime":2595.16,"body":"get your podcasts"},{"speaker":"Chris Dy","startTime":2595.22,"endTime":2597.41,"body":"and be sure to leave a"},{"speaker":"Chris Dy","startTime":2595.22,"endTime":2597.41,"body":"review that helps us get the"},{"speaker":"Chris Dy","startTime":2597.41,"endTime":2597.83,"body":"word out."},{"speaker":"Charles Goldfarb","startTime":2598.22,"endTime":2600.5,"body":"Special thanks"},{"speaker":"Charles Goldfarb","startTime":2598.22,"endTime":2600.5,"body":"to Peter Martin for the amazing"},{"speaker":"Charles Goldfarb","startTime":2600.5,"endTime":2604.46,"body":"music. And remember, keep the"},{"speaker":"Charles Goldfarb","startTime":2600.5,"endTime":2604.46,"body":"upper hand come back next time."}]}