January 2005

Growth = IC²

by Dr. CJ Mertz

Einstein's genius has inspired yet another revelation, which has led to practice explosion worldwide. This dynamic model converges strategic innovation and personal development into a powerful and predictable formula for growth. Serve more patients and increase your results, following this proven method of success.

Growth is the natural state in a chiropractic office. The demand for your care is rising every year. There are so many studies today showing the superior effectiveness and affordability of chiropractic. Medicine is now considered to be the third leading cause of death. Your practice should be exploding. If it's not, there are some fundamental elements you need to get it growing.

Since your practice is a reflection of you, working on you is a great place to start. All of us have gifts and talents and by working in the right areas, these talents can transform into world‑class strengths. We also have inherent weaknesses that while they get better, seldom turn into strengths.

The world often creates a lens, which keeps you looking at, and focused on your weaknesses. No matter how much work you do around your weakness, while your practice may yo‑yo, it just won't grow. Unfortunately, most consultants fall into the same trap, trying to help you improve upon your weaknesses.

We've built more practices profitably seeing more than 300 patients per week, than anyone else in the world. The secret to our clients' success is really pretty simple. We focus almost exclusively on discovering their talents and building upon their strengths. While most DCs growing in our program still have their weaknesses, they aren't the focal point any longer. There are secondary strategies built in to improve upon only certain weaknesses that may contribute to growth. Otherwise, future success is dependant upon the ability to find and build a powerhouse strength (or set of strengths).

When it comes to strengths, we weren't all created equally. Building strengths however, can be awkward at first, causing emotions of anxiety to surface. A chiropractor who has a talent for speaking in front of people isn't necessarily comfortable doing it or getting good results. By making changes centered around core strengths, you can position yourself for explosive growth. IC2 The formula says, “Growth = improvement x change ² - (IxC²)”.  The improvement refers to advancements and innovations inside the practice. Change refers to evolution inside yourself. Clearly, the formula focuses on both simultaneously, with the emphasis on key personal development changes to enable strength. Working on the right changes in both areas at the same time is the secret.

Anyone who tells you that practice strategy isn't important, doesn't understand growth and isn't working in your best interest. While there are dozens of strengths an individual can possess, there are seven core strengths directly related to growing your practice. Your talent may be to:

***  attract new patients,

***  produce great conversion,

***  retain patients for life,

***  build a championship team,

***  produce unprecedented patient results,

***  dramatically influence people through speaking,

***  generate great financial value for care within others.

The challenge is to build world‑class strengths around your talents (which are usually three or four out of the seven talents), and surrounding yourself with people who have strengths in the remaining pillars of growth.

This demands core changes in your behavior, your attitude and your belief system. Yet, the payoff is the development of powerhouse strength capable of taking your practice to the next level. At the same time, making a core change within yourself without complimenting it with the appropriate shift in practice strategy, leaves you a better person without a better practice. I believe in constant and never‑ending improvement rather than aimless and never improving outcomes. Quit working on weaknesses and get on with your destiny!

The majority of chiropractors who have eclipsed the 1,000 patients per week mark in the past decade, have trained with WLP. Amazingly, those chiropractors still have most of the weaknesses they had at the beginning of training. The difference is the world class skills and strengths that were built around their talents, and their confidence in the process. Without coaching, it's most certainly trial and error, and fought with a great deal of lost time, missed opportunities and frustration. Champions aren't perfect but they're great at something that can help them experience ultimate success.

You can build a practice and generate huge growth, serving hundreds of patients every week. First you must change your mind about where to focus, what to build, and how to start. If you're ready to begin turning your dreams into reality, learn how to build your strengths. We'd love to talk to you about identifying your talents and provide you with a special CD or DVD to help you on your way. Perhaps we can give you the phone number of another chiropractor who's worked through the same challenge you're currently experiencing. Never hesitate to ask for help.

(Dr. CJ Mertz is president of the International Chiropractors Association, executive director of ChiroUSA, and founder and head coach of the prestigious Waiting List Practice chiropractic training organization [see their 300 patient per week opportunity on the back page of this issue]. For information on WLP coaching services and products, call Kate Golle at 877‑TEAM‑WLP.)