November 2006

The power of controlled chaos

by Dr. CJ Mertz

I have been researching the secrets of growth for more than 20 years. Success experts have written volumes about the trappings of the "comfort zone" and the need to somehow get beyond it in order to grow. Our research has revealed what I believe is a missing key in the quest for continued growth.

Few chiropractors ever reach higher levels of success because of the powerful inertial pull of the comfort zone. To fully understand the growth process more deeply, we must introduce the "stretch zone." If you were to visualize concentric circles, the stretch zone falls outside the circle of comfort zone. Pressing through into the stretch zone requires a definite commitment to perform from a new (and different) state of mind.

Perhaps you have been stuck at your current level of practice for quite some time. Although it provides you with a satisfactory lifestyle, you still feel drawn to help many more people in practice. What should you do? After all, it seems that whatever you've tried hasn't really resulted in any significant growth. The key distinction here is to know the difference between being motivated and being stretched.

Motivation often results in increased levels of excitement and enthusiasm with your work. This new level of intensity can lead to growth. Many times, however, motivation is not enough. Being stretched goes beyond just a new level of excitement to actually changing the way you think and act. This can be scary, because being stretched leads to making new mistakes. Anytime your actions change and/or increase, the likelihood for new mistakes is very high. However, new mistakes almost always lead to new growth if the changes are fundamentally right.

"Growth only lives in the stretch zone." The reason for this is based upon the principle known as controlled chaos. Growth occurs in the midst of controlled chaos, which only happens during the process of being stretched. The control aspect refers to actions that increase your organizational capacity to serve. Reducing your adjustment time by 20%, upgrading your software, mapping patient adjustments three months in advance, streamlining your note‑taking process, learning to receive payments in advance, and reducing the time it takes to process a new patient are all examples of increasing your organizational capacity for growth.

Trying to build your practice on the same platform or organization that's gotten you where you are today usually results in failure. Moving into the stretch zone requires you to risk the changes necessary to raise your level of control through increased organizational capacity. The "chaos" aspect refers to actions that increase "mind share" and/or market share. The stretch zone happens by occupying the minds of your patients in a deeper and more permanent fashion. The term "patient buzz" refers to you and the fantastic chiropractic work you do being one of the top three things they think about in their daily lives. This could only happen by revolutionizing your patient education gifting process.

Chaos not only occupies patient mind share in a brand new way, it also begins to dominate market share in your community. How does this happen? By creating the perception that you are everywhere and you have deep‑felt compassion for the health and well‑being of everyone. A press release (that you design) hits the papers and shares the story with your town. Then, you're at the mall doing a spinal screening with the proceeds going to the Make‑a‑Wish foundation. Next, a full‑page ad goes out with your family photo at the top inspiring people to take charge of their health naturally through chiropractic. After that, you do a talk for the local PTA and follow with a final screening at a junior high school. Do you get the point?

When an increase in organizational capacity is met with an increase in mind share and market share, controlled chaos has been achieved and growth is inevitable. Don't be surprised, however, when the inertial pull of the comfort zone starts tugging at you again. Your purpose must be in constant check to remain inside the stretch zone at the center of controlled chaos.

Get ready for 2007 to make it your best year on record! Set new goals for your practice and make the decision to be stretched rather than just motivated. Make a plan that will be guaranteed to cause controlled chaos and lead to brand‑new growth in your practice.

If growth is what you're looking for in your practice, you needn't look any further. Our clients are breaking records, one after another. You don't have to do it all by yourself. Give me a call and let's navigate through the growth process together.

(Dr. CJ Mertz is founder and head coach of the prestigious Waiting List Practice [WLP] chiropractic training organization. See the WLP 300 patient per week opportunity on the back page of this issue. For information on WLP coaching services, call Tony Shinn at 877‑TEAM‑WLP.)