How did you find Scribe? What made you decide to work with us?

So my story, if you're listening and you've got a book in you, and you do, is I'm the guy that had some specific knowledge and I said, "I'm gonna write a book." One day turned into two days, two days turned into two months, turned into two years.

All of us who think we've got a book in us, the time that it takes us to either go, "Well, I'll, I'll have a publisher pick me up." And this is like being in sixth grade at recess waiting to be selected for the kickball team.

And it is.

It's like, "Okay, cool," you know.

"Send in your manuscript." Just like kickball in sixth grade, I choose Lex.

"Hey, Matthew, I don't choose you.

Looking ahead, how do you see book one and two, now that you have two under your belt, how do you see them fitting into the bigger picture of your work and just your personal life over the next few years?

[laughs]

I just, I just wanna say that.

Uh, it's a lot, it's a lot of hard work and, um, a lot of different deployments, and, you know, your ability to work cross-government, cross-military, cross-intelligence organizations becomes critical.

But what I learned during that tenure is carried with me to this day as, as now that I'm a surgeon reputation architect, and that is that most of us focus on what we wanna say when we should be focused on what people hear.

And so the lessons that I learned during that tenure, um, carried with me so that, um, while I was making Bo Diddley squat, uh, I got recruited by medical technology.

And in the process of that, um, I came home, and I told my wife, "Hey, we don't h- you know, I don't have to get deployed, um, to different locations, that, um, I now have the opportunity to, um, go work, quote-unquote, 'outside of government.'" And, um, I wound up in medical technology on the branding side.

Um, so my background, behavioral psychology and neuroscience, um, as you might consider, was apt for, you know, the ability to understand how people make decisions.

That was my, that was my thesis, and, um-

And, and, and Matthew, when you look at the next six months, the next year, when you see this evolution of physicians building practices and how they build practices, a- a- any advice or any thoughts for physicians as they try and grow, and what are you most excited about?

There's three trends that Scott and I are predicting and providing solutions for, and they're actually one trend, but they're wearing kinda slightly different clothing, so to speak.

So the first one is, is the concept of KOL, i.e. gets selected by industry, like we're sixth grade in kickball and you either get selected or you don't.

It's getting ready to change.

And Scott and I talk in the book about a compliant way to think of yourself as a COL or a DOL.

COL is a category opinion leader.

DOL is digital opinion leaders.

Matthew, why don't you take that one?

And, and, and Matthew, when you look at the next six months, the next year, when you see this evolution of physicians building practices and how they build practices, i- i- any advice or any thoughts for physicians as they try and grow, and what are you most excited about?

There's three trends that Scott and I are predicting and providing solutions for.

And they're actually one trend, but they're wearing kinda slightly different clothing, so to speak.

So the first one is, is the concept of KOL, i.e. gets selected by industry, like we're sixth grade in kickball and you either get selected or you don't.

It's getting ready to change.

And Scott and I talk in the book about a compliant way to think of yourself as a COL or a DOL.

COL is a category opinion leader.

Matthew, why don't you take that one?