Transcript:

The doctor has what I call ‘trust assets’ that make him perceived immediately as an authority without even knowing if he’s ethical or not.

Trusted authorities don’t present, pitch, and sell. They diagnose the problem to then see if it makes sense to move forward. That’s the mindset you got to move into to move away from the chasing game, essentially. And more specifically, to become a trusted authority in your market, you have to essentially become what I call a ‘category of one’. And that is the Holy Grail.

Once you’re in your own space and you own it, you, by default, are the number one choice. That’s the place you got to be in your markets based on where you’re going with your business, essentially.