Do you have it? Yeah.

I do have it.

I do have it.

A- and, and I'll, we...

I'll play it.

Let me, let me bring it up here real quick.

But that's when we really stood out from everyone else who does what I do.

Yeah, absolutely.

But what is this why concept, and why does it matter?

Yeah, great question.

So there's a lot...

If you're trying to figure out who you...

I- if I could boil everything that we're gonna be talking about today to four words, it would be this: who first, then what.

Who are you first? Then what's your passion, your purpose? What's your leadership style? What's...

Everyth- all the what's come after knowing who you are first.

[laughs]

Yeah.

And so that's when I went out and hired a coach.

I hired a guy by the name of John Assaraf and, and through him, I learned how to use the internet.

I learned how to do websites, drip campaigns, SEO.

I learned how to tell everybody how great I was, right? But the only problem was, what am I gonna say? What am I gonna say that separates me from everybody else who does what I do? What am I gonna say that doesn't make me sound desperate, or like I actually need new patients coming in? What am I gonna say that doesn't give me a bad image? And since I didn't know what to say, I just stayed quiet until one day I heard John Assaraf interview Simon Sinek.

This was back in 2008 or 2009.

So I heard this interview and, and he talked all about the Golden Circle concept and why, how, what, and how you, and, uh, how successful organizations and, and inspiring people start with why, then tell you how they do what they do, and lastly, what it is they do that connects to you in a different way that allows you to make a decision because it feels right.

Yeah

How the hell does an Advil almost

literally kill you? You know what, Charlie? This came at a time when I was both a dentist as well as trying to bring the Y Institute together.

I had developed a process for helping people figure out their why, but it wasn't a tool yet.

It was just a conversation that I was able to take people through to find their why.

And at that time, I was very obsessed with it.

But I went to this event in Santa Fe called Zazobra.

I don't know if you've ever heard of it.

young can you be to take it? Yeah, important.

Yeah.

And so that's when I picked dentistry, just 'cause my dad was a dentist, and I knew the, I knew the lifestyle, and I knew it had a great lifestyle, so seemed like a logical choice.

Off to dental school I go, actually really enjoyed it, got out of dental school, and then I became obsessed with being the best dentist I could.

So mo- the advice that I was given was, um, build a great product and people will come, right? Go out and do the best job you can.

People will naturally, mysteriously find you and come see you.

So I spent twenty years reaching the highest levels you could go to in d- dentistry, studying with the best mentors, going to the best institute, building the beautiful practice, buying all the technology, still blending in with everybody else who said, "Yeah, I'm a dentist too." Oh, that used to drive me crazy 'cause I had never worked so hard at something and my practice wasn't growing like I thought it was.

My patients got used to the way we did things, and they didn't tell anybody about it.

Okay

Yeah

... all about me.

The only problem was, what am I gonna say? What am I gonna say that separates me from everyone else who does what I do? What, what are you gonna say, or what are the coaches gonna say, or what are, what are any of you listeners gonna say to separate you from those that do what you do? And since I didn't know, I just stayed quiet 'cause I didn't wanna sound bad or desperate.

And so that's when I heard John Assaraf interview Simon Sinek, and I learned about this concept of why.

And man, I watched that, Simon's TED Talk probably 20, 30 times.

I read his book four or five times, and I said, "That is what I'm missing.

I have a great what, but I don't know my why." So I became obsessed with it.

[laughs]