What is business? 

For those of you  who’ve been practicing 10, 15, 20 years, what is business about for you?  Many dentists I meet have been doing things the same the entire time they’ve been in business.  They can’t find good people, they complain about their clients, they hate what they are doing, but they are stuck.  They have to keep doing it because there’s nothing else they can do. 

Insanity: doing the same things over and over and expecting different results

                       – Albert Einstein

But they keep running the same story, doing the same things, over and over and over again, but expecting different results.

So what I want to talk to you about is:

WHAT needs to be done first then HOW to do it. 

And I want to talk to you about WHAT needs to be done because what needs to be done is in fact the critical issue in your practice, in my practice in EVERY practice.  Once we define WHAT needs to be done, the HOW is easy.  The HOW, you can either figure out for yourself or you can work with us at UPB Dental Academy and use our systems and solutions, get them into your practice today, and start using them immediately. 

Now listen up. This is critical. Important!

If you focus on the HOW first then you’ll work work work but you could be working on the WRONG things!  Do you know what I mean?  Do you realize that you could be extremely extraordinarily effective at working on the WRONG things? Think about that!  Right?  You can in fact be great at it. And still get nowhere. Do you know someone who’s really great at doing the wrong things? They may be very efficient at it, they may do it very well, but they are doing the wrong thing! So effectiveness and efficiency is NOT the issue here. You MUST do the right thing first. And it has to be the RIGHT thing for YOUR business. And to do that, you must step back and really look at what needs to be done. 

Dentists complain all the time:

“I don’t have enough patients; if I only had more patients…”

“I can’t find good employees; if I could only find good employees…”

“if I just didn’t have my partner…”   hahaha

Those are all OUT there!  I’m going to suggest to you that there is NO OUT there, there is just YOU here.  We, as business owners need to take full responsibility for every problem we’ve got.  That’s the first step.  Put down your ego and step up.  You’ve got people problems, you don’t know how to deal with people.  You have a lack of case acceptance, you don’t know how to deal with sales. You have marketing problems, you don’t know how to deal with marketing.  You have $ problems, you don’t know how to deal with $. That’s it. I am going to challenge you to think about your business in a whole new way. And once you think about business in a new way, your business will flourish. So that’s what I’m here to do. 

So question:

How do you know when you are achieving your goals?

How do you know when your business is doing what it’s supposed to be doing? 

If you don’t know the answers to these questions, how do you know when you get there?  And more importantly, how will you know how to stay on track when a challenge pops up?  You know the saying: If you don’t know where you are going, any road will take you there.  So you MUST know where you are going. 

A  ———————————> B

where you are         where you want to be

Now when you go from point A to point B, you’re going to have challenges. You are going to hit speed bumps. You’re going to have detours.  You will have weather take you off course. What do I mean by weather? Well, every business has its seasons. Not the real seasons but I mean business seasons. Fall, winter, spring, summer. 

In spring, everything is sprouting, starting, growing, moving, feeling of excitement. 

In summer, everything is great, easy, flowing, feeling of ‘can’t go wrong’. 

In fall, things are starting to slow down, we are not as comfortable, red flags come up, issues come up, and these you may or may not be seeing.

In winter, nothing is going right, money is tight or non-existent, case acceptance is down, schedule is open, clients are complaining, or cancelling or not showing up, team is not working as a team anymore, everyone is out for themselves and assuming everyone is out to get them.

It’s time to look at where we are now. Many of us are in a new season. If you don’t realize the new season you are in, you could do the right thing at the wrong time and all you get is NO results.

RIGHT thing at the WRONG time = NO results

Plant in the winter and see how well it works. There is only one time you can plant. That’s spring time. So you could be doing the right things but if you’re doing them in the wrong time, you will NOT get the results you want and you will feel frustrated and quit. So we need to create spring time first, then plant.

So you must know what A is, where you are now, what season you are in, and you know know what B is, where you want to be, in order to return to your path to correct along the way. Now if you are a one person operation, you can get away with a lot since you only have yourself to depend on or blame, depending on how you look at life 🙂

But when you have others working for you, or with you, KEY phrase is with as opposed to against, you need more. Your people need to know, not only what A & B is, but they need to have the tools to get there.  The HOW.  And know when to use them.  So that’s SYSTEMS.

Systems are the Solution

Systems are the answer.  Systems are the solution to how to turn a regular business into an extraordinary business, regular people into performers.  Great businesses do NOT search for extraordinary people.  They find good people and leverage them with extraordinary systems.  You don’t want to wait and hope for that one person to come and save you. You will die waiting every time. And even if you don’t, if you are lucky enough to find that superstar, what if that superstar decides to leave you. Been there. 

So you must take CONTROL!!!


Imagine if you could go home tomorrow and walk into your business and have predictable results every single time. And imagine having a business that delivers these predictable results every single time, but without YOU doing everything all the time. 

Imagine that kind of control! Imagine knowing exactly what to expect every single day.

So, the 4 parts to every system:

  1. Innovation
  2. Systemization
  3. Implementation & Quantification
  4. Orchestration
  1. Innovation is the WHAT
  2. Systemization – the system itself; this is the HOW
  3. Implementation & Quantification; doing and measuring
  4. Orchestration and accountability, relying on it being done, AND done right.

These 4 things need to be applied to every system, continually in every business in order for it to flourish.  So what does that mean?


The What; WHAT do you need to do?  This is the process by which you do business.  Creating a new way to do business.  Finding a better way. 


The system itself; the HOW, the step by step, defined, specific things everyone needs to do in order to achieve predictable results.

Implementation & Quantification

Getting is started.  Measuring.  Did it work?  How much did it work?  What’s the average ______ per ____?

Orchestration and accountability

The elimination of discretion or choice at the operating level of your business.  How do you empower people?  You empower people by providing them with absolutely predictable ways to produce results.  Every single time.  We empower people by creating systems that work.  So innovation, systemization, implementation, quantification, and orchestration, the elimination of choice at the operating level of your business so everyone can produce exceptional results predictable every single time. 


Some of you are thinking “how do I get my people to do that?”  My answer is: YOU CAN’T

You can’t get your people to do that. 

You can’t get your people to do anything. 

You don’t have the power.  None of us do.  We can’t even get ourselves to do the things we want US to do.  I am not big on “motivation RA RA”.  Rather than trying to “motivate” people to do something, for example, their productivity, the solution is to increase their productivity first, and the motivation will follow.  I am  suggesting that people get jacked up to do better by DOING better.  How do we do that?  By giving them a place in which they are going to work which is significantly more alive and more structured than any other place they’ve been before.  Giving them a way to succeed.  A clear path, with specific instructions as to how to get from point A to point B.  But we must know what point B is. 

And that’s Leadership is all about.  Because once you figure out where you are, point A, and where you want to be, point B, then you’ll know what systems you need to implement so you can either get working on it on your own, or you can take our systems and solutions immediately and exponentially grow your practice in a way YOU want.  Starting today! 

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