“why is ‘how-to’ so alluring when, truthfully, we already know ‘how-to’ yet we’re still standing in the same place?”
-Brené Brown
The how-to is appealing.
The how-to is always appealing. It’s a logical first step. We both started out by literally Googling “how to start a PT practice.” We knew how to be PTs...but we wanted to know how to work for ourselves. Starting without a “how-to” manual is overwhelming.
how to be healthier
how to get in shape
how to be happier
how to start a cash practice
how to work less + make more
So we focused on the how-to. What system would we use for documentation? Would we take insurance? Where would we be located? What would our logos look like? How would we take payments? What sort of liability insurance did we need? What was the best treatment table? How would we build a website? How would we market? How much equipment would we need to buy?
We started to find some resources for these how-to’s. There weren’t many, but we found some and implemented what we could. We started to think: write this stuff down… someone else will want to know “how-to” do this. And they do!
These are natural questions because they are tangible and often things we can check off a list - they make us feel accomplished. And they’re necessary.
The how-to is what sells, but it can falsely promise success.
If you want to make a lot of money, sell a how-to manual with guaranteed success. Many courses and programs or products are all about the how-to: how to market, how to start a cash practice, the blueprint for success. People look to the experts to just tell them what to do! The how-tos are what sells.
How-to plans and programs look like exactly what we need. They are marketed as “tips for success” and “how to make 6 figures”, etc. They sell because they’re “easy.” They are actionable.
If I just take in enough information, I’ll know what to do and I’ll be successful
And we are used to following the how-to. PT school is all about the how-to. How to assess, how to diagnose, how to treat, how to document, how to bill, etc. Even our metrics in our clinical jobs are based on how-to. Corporate policies, quotas, and guidelines are all about the how-to. They are natural and necessary...but they’re not enough.
The how-to is just the beginning.
You’ve listened to the podcasts and bought the books and consumed as much information as you can-- you’ve gathered all the information on how-to.
And we’re used to that being enough. As a student, being the best at how-to meant getting good grades. In a corporate job, being the best at how-to and following guidelines and procedures meant a full schedule and bonuses tied to patient volume and meeting expectations.
So why are you still struggling? What is stopping you from going all in on your “side hustle” or from even committing to the idea of starting your own business? Why are you stuck seeing 5 patients a week? Why are you paying your employee but not yourself? You followed all the steps, but why are you still not making 6 figures?
““Because we don’t talk about the things that
get in the way.””
There are intangibles that don’t get addressed with how-tos, and barriers that a how-to can’t overcome.
Sometimes the best students in PT school aren’t the best clinicians or the best business owners. It’s not a given that they will connect with patients and create quality, lasting relationships. Just being good at the how-to and getting all the steps checked off does not mean you will succeed. In fact, just being a good clinician and getting patients better doesn’t mean your schedule will be full and that you will have tons of word of mouth referrals. And this is hard to hear, so we keep clinging to the how-to as the secret to success.
External factors that get in the way can be addressed with a how-to: things like not knowing the legal steps to start a business, not knowing how to document or submit a superbill, or needing more marketing strategies.
Internal barriers can’t be addressed with a how-to because they’re different for everyone. Internal barriers take deep work and self reflection to conquer - there is no manual for them.
Internal barriers
Internal barriers are often the difference between a practice succeeding and failing. Internal barriers might include:
lack of confidence
fear of change or risk
imposter syndrome
perfectionism
difficulty giving up control
fear of micromanaging
getting stuck on comparison or trying to outdo a competitor
fear of vulnerability - not wanting to put yourself or content out there
people pleasing - wanting to make everyone happy and help everyone rather than niching down
trying to make employees happy vs doing what’s best for our business
If you’ve checked off all of the tasks in your start-up manual but still aren’t seeing progress, it might be time to take a closer look at internal variables and issues that are unique to your own situation. This is where business coaching can come in!
