370 - How Core Values Will Make You Rich

[00:00:00] Your Core Values Will Make You Rich. And what does that mean? Not just rich financially, but rich in your life, rich in your walk, rich in your health, rich in your marriage, rich in your parenting, rich in your experiences. Guys, your core values are a code of conduct. It is a forearm tattoo. Your vision story is going to change as God gives you new appointments through your life as you evolve in your leadership. But your core values would be a forearm tattoo. They do not change.

[00:00:38] Hello and welcome to the Remarkable CEO podcast, a show dedicated to chiropractors who want to transform their job into a business so that they can have a remarkable practice as part of a remarkable life, not instead of one. With your hosts, Dr. Pete Camiolo and Dr. Stephen Franson.

[00:01:01] What's up, Remarkables? Welcome to another episode of the Remarkable CEO podcast, chiropractic's number one business. I'm Dr. Stephen Franson. I'm Dr. Stephen Franson. And I'm Dr. Pete Camiolo.

[00:01:15] So you might be wondering, like, what do you I heard you guys both saw a thousand a week and then you sold your practices. What are you thinking about? So we get that question quite a bit. It's like, how do you walk away from a multiple seven figure business that's serving a thousand people a week? I'm like, that's, uh, that's not an easy question. But it is an easy answer. God called us to something else, which is I want you to see a million people a week. And we knew that neither one of us has much

[00:01:41] as we would love to try. Couldn't see a million people a week. We both covet impact on humanity and impact through chiropractic. I know what the world needs now is chiropractic and what chiropractic needs right now is more successful chiropractors. So here we are. The Remarkable Practice, which is the world's number one chiropractic business coaching program. It is chiropractic's business school. This is where chiropractors graduate into to go to business school to learn the difference between the

[00:02:11] the practice and the practice and the business. Dr. Pete, the remarkable CEO podcast is our vehicle to reach chiropractors and to reach humanity through those chiropractors. I'm excited to have the conversation that we're going to be having today. It's about core values and we are going to help people understand and see clearly how your core values will make you rich. And when I say that, I mean that your core values will make you rich. And what does that mean? Not just rich financially, but rich in your life, rich in your walk, rich in your

[00:02:41] health, rich in your marriage, rich in your parenting, rich in your experiences. Guys, your core values are a code of conduct. It is a forearm tattoo. Your vision story is going to change as God gives you new appointments through your life as you evolve in your leadership. But your core values would be a forearm tattoo. They do not change. So this conversation is so critical because if that is true, if all of what I said is true, you're going to want to know exactly what your core values are.

[00:03:11] Man, I love this topic, Doc. I'm so glad we're having this conversation today on this topic. It's been something that as a coach, you have a unique position, right? You talked about, you know, why would you give up a thousand a week? It's because we want to serve a million a week. The key is to understand is the only way you're going to get to any level of growth like that is it's going to happen through number one, you got to have a big compelling vision. But man, you've got to have core values are going to take you there. Because if you don't have core values,

[00:03:39] you're not going to have the strength, the resiliency, the character, the capacity, you're never going to attract the people, the team that it's going to require to do something significantly bigger than you could ever do yourself. So the core values have to be bigger than you to understand. So if you think about vision is answering the question, what does success look like? Or where are we going? Or what are we committing to accomplish? I'm about to put a ton of resources into that thing to get into that red dot on that map on taking

[00:04:09] that next territory, that hill, right? The core values you have to they are expansive, they grow as you grow as your business grows, your core values go grow with you, they become even more valuable, more important, more significant. And that's why some of us, we just don't put the weight on the values that we need in our CEO program, Doc, we have in the first course, probably modules in the first three modules,

[00:04:37] Yeah, it's like two, three and four. Yeah, we literally start right here. And it's amazing, because I always come back to these right here, like anytime we're having a challenge in a business, anytime it's like, we want to open another clinic, want to bring in another doctor, we want to hire, we want to grow, or I want to be able to step take a step back and trust my team more.

[00:04:58] Always the conversation comes back to your vision and your values. But the values to your point, Doc Stephen is a code of conduct. And you talked about the forearm tattoo, a lot of people's core values are a plaque on the wall. And if I asked them, you know what their core values are, like, well, you know, I'm gonna have to, I'll have to go get the plaque off the wall.

[00:05:18] But if you had a tattoo, and I don't have any, but if you had a tattoo, I'm pretty sure you know exactly where it is. And you know what it says, especially, you know, those people that have tattoos in other languages.

[00:05:29] I have a bracelet on my arm, on my wrist that a lot of people look at like, what does it say? It says to tell us die, which is Jesus's last words where he says, it is finished. And I wear it intentionally because I want people to ask me, what does it say? Because it's not in English, it's in Aramaic. And I want to stimulate a question. That's like a tattoo on me, right? It's a word on my arm, on my wrist that I wear that stimulates a question.

[00:05:58] It talks to me, it speaks to me right about it is finished. So how would that help me in my day to day life? If I consciously and consciously had this word, tetelestai, communicating to me, it is finished. How do you think I can show up to my work? How do I show up as a dad? How do I show up when I think I know the final score of the game, we win. And now I get to go back into my life and say, you know what, this might be challenging, this might be hard. I do know the outcome.

[00:06:27] I know the end of the game. So I need to just let that kind of put some fuel into me and allow me to pick myself up and keep going. I need to give that that's going to give me encouragement, it's going to give me conviction, it's going to remind me of what's true, it's going to give me the perspective that I need, because I feel like I'm down in the valley, but you're going to help me come back up to where I need to be. That's the power of a word.

[00:06:49] So the power of your core value is very similar to having a, you know, Dr. Stevens famous for, you know, his t shirts. There you go. So it's like, so the words matter. It's a code of conduct. It is. And we either abide by them, or not, you're either in alignment, you're either behaving accordingly or not. And we like to say, we use the the imagery of a bouncer at a club.

[00:07:14] And I think that applies really well. If you've ever been to one, right, a big old strong dude at the front or a couple dudes at the front, ain't letting anybody in, you know, and so the core values determine who gets in. But also, if you're a troublemaker, hey, you're out. It is the core values conversation that we need to have right now, Dr. Stevens, because I've had this, and we have the privilege and honor of serving chiropractors and coaching and being involved with so many awesome businesses and leaders. It's amazing.

[00:07:40] But the thing I keep coming back to is, this is a core values issue. This is a core values issue. Let's solve this through your core values. It's constantly over and over again. This is the thing. And so I know everybody's listening to this podcast, Dr. Steven, they're going to school, coming with us on their journey. I'll tell you, this is going to land for everybody right now, because we all need to be hearing this. And we need to be reminded of this, because this is the core.

[00:08:04] You know, Dr. Pete, I would love to say that I think you're right. I hope you're right. But here's my fear is there's too many chiropractors right now rolling their eyes being like, are we really going to talk about core values again? Like, I already know this. I've already done this. Right. So I'm like, really? Really? Is that true? So there's one thing that I know. I study success. I study specifically successful business people. I study successful chiropractors. I study them. I'm not like, oh, I know them.

[00:08:34] I met them. I've coached them. I've been coached by them. I hang out with them. I study you. So here's what I know to be true. The one thing that they all have in common is they know their core values and they walk by them. So if you are going to have sustainable success, and I'm not talking about a five year flare out burnout, right? So where you're, you're making pretend you're something you're not or someone that you're not, and you're just trying to say all the right things. And you're trying to do a, this is not about aspirational values. This is talking about,

[00:09:04] getting to know your true core values, right? We're getting into the DNA stuff guys here. So this type of exercise, you know, this brushing and this flossing, this is flossing. Okay. So it's just like the people who understand what I'm saying right now, this is something to be taken seriously. It's something that needs to be part of your walk consistently. In other words, consciously, you want to be doing the discernment of like, are these my core values? Do these things represent the things that are most important to me? Because you want to be in alignment, right?

[00:09:33] So alignment is where success lives. Remember, we won't tell you what success looks like for you, but we will tell you where it lives. And success lives when you're in alignment, right? Alignment between three very important components, right? So your core values, your vision story and your behavior, right? So your core values, which is what are the things that are most important to you? Not what are the things that you're supposed to say are most important to you? Not what do you think everybody wants you to say is the most important things?

[00:10:01] What do you think is the beauty pageant? That's not what we're talking about. We're literally saying doing the inner work. This is an inside out process. Imagine that. You have to go within, right? So you have to unearth your core values, right? So we'll talk about more about that. Like how do you unearth your core values? And then there's your vision story, which is what does success look like to you? So the last word is the important one that everybody drops off. It's not what does success look like?

[00:10:29] It is what does success look like to you? And if you're sharing your life with somebody, it's the you as a collective to you as a husband and wife, as a partnership versus like a business partnership. It's like the you might be collective, right? So, but what does success look like to you? That's your vision story, right? So now people use, you know, words like purpose and mission and premise and vision and core values. They use them all interchangeably and that's a mistake. Each one of these, there's a distinct

[00:10:58] between each one of these purpose is your why. Like God seeds a purpose in your life. You're here for a purpose. You're here for a reason. What is your why? This is why do I exist or why does this business exist? Your vision is what does success look like to you? That's the sort of where or what answer is like, what am I creating or where are we headed? Right? So it's like vision story, shut your eyes. I want you to see what I see. That's the vision of when we walk out our mission.

[00:11:28] And we serve our purpose. We manifest our vision story, right? So which brings us to our mission, which is how do we walk out our purpose in order to manifest our vision, which is what success looks like to us, right? So there's a difference between purpose, your why and vision, your what, and then the mission, which is the how, how are you going to make that happen? These are not to be mixed and all of them should be a reflection of your core values.

[00:11:52] Yeah. Right? So this is when we are living in alignment. And the third piece of this, and we're now talking core values, vision story, the third piece of this is the hard part, which is your behavior, right? And your behavior is how do you choose to invest your limited resources? There's four of them. You have limited time, energy, focus, and money.

[00:12:10] So if you want to really understand what your core values are or what somebody's core values are, just simply watch how or how, how you or how they choose to listen, invest their time, their energy, their focus, and their money.

[00:12:28] What do you spend your time doing? Let me look at your calendar. What do you spend your time doing? That's going to unearth your core values. What do you spend your limited focus, your mindshare? What dominates your mindshare? What is your innermost dominant thought? Like identify that stop and journal this and be like, what am I thinking about all the time? And then my energy, what you only have so much energy, right? We have a finite energy source.

[00:12:55] What do you spend your energy on? What gets your energy? What gets your energy? And then finally money. That's the one that makes it very, very tangible. What do you spend your money on? Dr. Pete, when we experience alignment between these three things, our core values, what's most important to us, our vision story, what success looks like, and our behavior, how do we choose? Everybody underline that word, please. Choose to invest our time, energy, focus, and money.

[00:13:22] When you experience alignment between those three elements, that's where success lives. That's where sustainable success lives. That's where we experience ease, not easy.

[00:13:34] God didn't promise us happiness. He promises us peace. This is where we experience peace, peace of mind, ease. This is when we have optimal function. This is where we have health. And wherever we have misalignment between those three things, this is where we have dis-ease.

[00:13:54] Yes. Wherever there's any subluxation between those three things. This is where we have stress, strain, friction. This is when everything is like, why is this so hard? There's a misalignment between those three elements. This is where we have breakdown, disrepair. Dr. Pete, we won't tell people what success looks like for them, but we will tell you where it lives. And it lives when you live in alignment.

[00:14:17] Hey doc, Stephen Franson here. If you're like me, you know that we're in the business of saving lives. And when business is good, everybody wins. That's the good news. But here's the bad news. Most chiropractors don't own a business at all. They own a job. It's a job they love, but it's a job. And far too often, it feels like that job owns them. Is this true for you? Do you own a business or a job? Have you built and do you run your practice on brute force?

[00:14:47] Does it rely fully on your time, your effort, a pound of your flesh? Are you responsible for all growth, for all new patient generation? How about new patient conversions? Is it all up to you? How about patient care and delivery? Are you a sole practitioner, an owner operator who owns the practice, but is also the only one that is head down and bum up, taking care of all the patients? Is revenue generation or collections all up to you? Let me ask you the most telling question.

[00:15:17] Doc, what would happen if you took 90 days off? What breaks? In my experience, most on-purpose chiropractors do not lay awake at night worrying about their practice. They worry about their business. Let's slay that dragon. The Remarkable CEO program has helped hundreds of chiropractors just like you turn the job that they love into the business that they've always wanted. Are you ready to run and build your practice on leverage instead of brute force?

[00:15:45] Do you want to create the scalability and durability that will allow you to make a bigger impact and a bigger income? What would it mean to grow your practice, increase your productivity and your profitability? Do you want to get your time freedom back? Are you ready to turn your pirate ship into a battleship? If this sounds like you, then the Remarkable CEO program is for you.

[00:16:05] Just last year, 53 of our Remarkable clients received the 7-Figure Club Award, meaning they hit the million-dollar mark for the first time or their next million-dollar level. Be it 2 million, 3 million, 10 million, up to 36 million and growing. Now, Doc, is it crazy to imagine that your practice could be next? Click the link below and learn how to apply for the next cohort of the Remarkable CEO program.

[00:16:29] We look forward to working closely with you in creating the business that supports your Remarkable life, not competes with it. I know you said some people are rolling their eyes as they're maybe listening to this episode, which is fine that maybe you were there. Hopefully, you're not there now. Yeah, hang in with us. Hang in. Because I know that everybody needed to hear that. You said a few things that just I know went either over somebody's head or went so fast that it's like you talked about five-year.

[00:16:58] You had your five-year run and you fizzled out and burnt out. I can tell you something right now. A lot of chiropractors run like that. They'll push for a while and then they get tired and they get exhausted and they're ready to be done. Too many brothers and sisters in our profession. 100%. Actually, one of the reasons I chose to go into the work I'm doing now is because of that. It's because I saw that issue in our profession. I said, this is God's work. This is good work. There's no reason why everybody should be exhausted, burnt out, marriages falling apart, health falling apart,

[00:17:26] people wanting to do something different, bailing out, checking out. It's like this is really unfortunate. It comes back to we have such a gift, the Simple Elegant Solution, such an amazing message, second-best message in the marketplace. It's good news every time you open your mouth. You're sharing good news. Who could do that? Do you know anybody that's telling good news? Every single time I speak, I'm telling good news. I have great news for everybody sitting here today.

[00:17:54] If you're in my dinner, if you're at a talk at a business, if you're in my office at Vansai, I got good news. You have the most amazing healing power inside of you. It's just simply about identifying, unlocking, and releasing that full potential. You know, like what a good message. Like we have the best message in the marketplace, second-best message on the street. And you get to bring that to the marketplace, and you're tired, and you're fatigued, and you're burning out, and you're like, what else can I do? I'll tell you something right now with my friends. Check yourself because it comes back to this.

[00:18:24] You said that. So that was number one. Number two, you said you need to take some time and journal and think about this. And I don't want anybody to miss this. This is why we're doing this episode today. Okay? When you hire a coach, when you bring something in your world, they're going to tell you stuff that you didn't think to do. Didn't think that was important, but it's going to be the most important thing that you do. This will be the most important thing you do for the rest of this year, depending on when you listen to this. This happens to be around mid-year for us. But you do some real deep diving into your values. You figure out how to get that thing as a tattoo.

[00:18:50] I'm not telling you to get a tattoo, but whatever that means to bring it to the forefront, to make it a part of your day-to-day. I can get very tactical with you and say, hey, Dr. Pete, how can I integrate my core values into my daily operation? How do I incorporate core values into my weekly rhythms and my monthly rhythms and my quarterly rhythm? Oh, we can give you tons of great ideas. It's like downloading the wrong software. I can tactically show you to do that. Where we want you to start is to get out your core values and sit with them.

[00:19:20] And just start thinking about some of the things Dr. Stephen just went through in terms of alignment and your peace and your purpose and who you are being and who you're showing up for. Start with yourself. Don't project on anybody else yet. Just go personal. And we'll have plenty of things to work on just with ourselves.

[00:19:43] As I look at myself in reflection of my own, our business core values and our values, I can't talk to anybody else about how they're doing it. I still got to work on myself. You realize very quickly, the first person that's accountable to these core values, this is what I always say, is me. If you bring your core values into your hiring process, which you absolutely should sooner than later in the process, you need to tell this person, the first person that's accountable to these is me. I am accountable to these.

[00:20:11] And if I'm out of integrity, I would want my team to be able to call me out and call me forth and call me up. Because core values don't push you down. They raise you up. A core value should pull someone up. It should raise them up to a higher level of consciousness, a higher level of being. Leaders ask the question, who do I need to become? The core values will always be at the top of that question.

[00:20:35] Who do I need to become is I need to become more in alignment with this code of conduct. Not aspirations, but actual values. We do exercise the tournament, which is if you haven't done your core values, you haven't looked at them in a while, these are personal. You can borrow other people's values for a while, but eventually it's got to be your own. You've got to take ownership. And Dr. Steven, as you talked about studying and how important that is, studying leaders.

[00:21:04] And I've done the same. And as I look at leaders that I aspire to become, as I look at organizations that I admire, I look at it and I said, man, their core values are legit. Like legit, real. This isn't fluff. These aren't just cool words that sound cool and snazzy and whatever, like ring with a ring. It's like, no, this is their actual values. Like if this is real, then that and I would need to be in alignment with those to be a part of that organization.

[00:21:32] That would be a line. Like it's very clear on this side and that side. I'm either in or out of alignment with that value. So I would encourage everyone that's listening to take time to sit, to reflect, to slow down, to quiet down, and just be with your core values for a weekend. Just take the hours. And I would say hours, not minutes. The hours that you need to really sit and reflect and start asking yourselves questions about how am I doing with these values?

[00:22:02] Are these the values? Have I clearly defined these values? Do these values represent who I am and who I desire to be? Are these a true reflection of me, at your essence of your core? And because your core values and your business values will become the exact values that every member of your team needs to say, yes, I share these values. And I will abide by these values.

[00:22:31] I will work in accordance with these. I will show up and give my limited resources of my time, energy, and focus. And I will set them at the feet of the values. And I will work in my role according to these values. This is how I behave. This is how I show up. This is how I invest myself through this framework. The vision is out there. Cool. You have a three-year, you know, now, next, and ultimately vision. Amazing.

[00:22:59] Your values is how you're going to get there. And I'm, Dr. Steen, I think this is just a core exercise that needs to be, I recommend you revisit them quarterly anyway. So, for whoever it is and wherever you're at, like, this is going to be a great moment for you. And just simply ask yourself that and then how can you do a better job of integrating your core values into your business would be the second half. So, look at it for yourself.

[00:23:24] And then the second half would be how can I take these maybe refined, updated, and new and improved, polished, or just brought to the front values. How can I integrate these more effectively into our business moving forward? So, I know that this is a business conversation, right? So, but I want to pull back 30,000 feet because we're at 10,000 feet right now. 30,000 feet. Let me just state that there's 50 ways to skin this cat. Okay?

[00:23:51] I'm just going to share with you what I have observed to be successful and implemented in my own life and taught thousands of people how to do. So, this is field battle tested. Okay? So, I love the idea of, you know, categorizing. I subscribe to John Demartini's brilliance around the seven categories of life. That just, for me, I subscribe to that. My wife and I, that's how we walk out our life and our family.

[00:24:16] And it just, and that kind of construct helps organize conversations like this, right? So, looking at, you know, the seven categories of your spiritual walk, you know, your mental walk, your financial walk, your professional walk, your familial walk, your financial walk. Like, so, like the whole, the seven, this, in essence, seven categories. I subscribe to the methodology of having, like, an umbrella policy over my life and having core values for our life as a couple, as a family.

[00:24:45] Like, these are the core values for our life. But then we drill down inside of that and we have core values for each of our businesses. Like, we have multiple businesses. Each business has a different set of core values relevant to that business, right? So, now, there's overlap. But there's very often different words that we use to express the core values of that business. The core values meaning the code of conduct in this business, representative of that business, right?

[00:25:11] So, and it's okay that they can be different, but they cannot contradict each other. That's a success strategy there. Make sure that those are all aligned, right? So, they can be different words, different core values, but they can't contradict. And they certainly can't, looking up, contradict your life core values, the umbrella policy, so to speak. We have core values for our marriage. We have core values for our parenting. We have core values for our financial walk. Some of you are like, holy crap, that's overwhelming. It's like, no, actually, for me, it just helps us organize our conversations and make decisions, right?

[00:25:40] So, I opened this up by saying how core values make you rich. I love what Uncle Warren, Warren Buffett says about the laws and the rules of becoming wealthy. It's like, rule number one, don't lose money, right? So, it's just like, that seems like an obvious statement, but is it really? Is it that obvious to you? Do you walk that out? Don't lose money, right? So, how can you lose time, energy, focus, and money? You can waste it on making bad decisions because you're unanchored.

[00:26:09] Because you don't have a clear lens to make those decisions. And that's what your core values are. It's providing us like, this is a highly personal question. It's like, what is the right thing to do? No, no, no. What is the right thing to do for you based on your core values and your vision story? Like, what does success look like to you? And what are your core values? What are the most important things to you? This is a highly personal thing. So, honestly, I was a bit hesitant to share this, but I think it's very practical, right? So, because I've got a lot of emotion around it.

[00:26:39] This was an incredibly challenging year for us personally because you guys have heard us talk about, like, we're building this beach house, right? So, that was the narrative for the last year and a half, if you remember, right? So, and I talked about vision story. It's like, this is like the blueprint to if you've ever built a house before. It's like so impressive, the detail that the architect, the engineers, the designers, I mean, every millimeter is spoken for. Like, it is defined, right?

[00:27:05] Before you swipe your credit card and buy one two by four or one hammer is swung or one contractor is hired, everybody signs off on this is what success looks like, right? That's the blueprint, right? That's what your vision story is. Close your eyes. I want you to see what I see. Staple the blueprint up on the wall in the war room in the back of the office. This is what success looks like. The details of that, it's staggering. Remember, clarity is your greatest accelerant.

[00:27:32] So, you want to spend time on creating clarity of your blueprint so you don't slow down the creation of what's on that blueprint, what that blueprint represents. So, that's your vision story, right? So, you guys remember that story. And I've been telling it for a year and a half, but truth is, is I've been planning on building this beach house for 30 years, right? So, this has been a North Star for me in my personal life for my family to have a place to gather multiple generations.

[00:27:59] And, you know, obviously, that's a big part of, like, the financial life, right? So, it's a big investment. So, we had set a budget. And, you know, at the end of the day, I gave a stretch budget because, hey, this is a 30-year thing. I'm only going to do this once. I'm going to build a 100-year house for everybody. And it's going to be an epic location. So, Dr. P., our core values are freedom, peace of mind, and abundance. For Camilla and I, you know, we've settled down and that's how those are the things that are most important to us, right?

[00:28:28] So, our core five, which is the core valuables, you have core values and you have core valuables. The core values protect the valuables is our faith, our family, our fitness, our finances, and our fun, right? So, the core values protect those things, right? So, freedom, peace of mind, and abundance in that order. And the order is really important, right? So, we talk about prioritization, right?

[00:28:55] So, in that order, it's freedom first, then peace of mind, then abundance. And you guys have heard us teach this before, but in this example, Camilla and I choose to use our abundance, our money, to invest or buy our freedom and our peace of mind. Okay? So, I want you guys to hear how this is a tool, right? And I'm not projecting on you. I'm not saying that these needs to be your core values. I'm showing you how we use our core values like a tool, right?

[00:29:24] So, if we know as a couple, okay, freedom is number one, peace of mind is number two, abundance is number three. When we're making decisions, should we buy this thing? Should we build this thing? Should we invest in this thing? Should we spend this time here? We just simply say, I don't know. Does that create greater freedom or does it compete with our freedom? Does this create more peace of mind or does this compete with our peace of mind? Does this create greater abundance or does it compete with our abundance?

[00:29:54] You guys get that? Those are clarifying questions using your core values, right? So, long story short, man, we came to, after 15 months, I'll tell you, $400,000 invested already in plans. That's staggering, right? So, the estimates came back 350% over our stretch budget. 350, 3.5 times our stretch budget.

[00:30:24] I'm talking about multiple millions over your budget. After 15 months and all that money invested in creating the vision story, clearly communicating to people, this is the budget. We were over budget just in the foundation before a 2x4 was put on that foundation. We were literally over budget just from the foundation because over the year and a half, the EPA regulatory laws changed for waterfront, oceanfront property.

[00:30:53] It's absolutely off the charts. And when I tell you, we had to literally sit down, hold hands, this is crushing and go, God, this is a big red light for us, isn't it? It's like, this is not what we're supposed to be doing. And to look at it and be able to say, yeah, we could push our chips in and be like, okay, we'll put our abundance in and we'll buy this house. We've always wanted to build this house. But then we thought to ourselves, what does this do to our freedom? What does this do to our peace of mind?

[00:31:23] Right. So it's just like, literally we were like, we would have been like, oh my gosh, that just doesn't feel like in your instinct and your gut. Like if you use God's positioning system in your instincts, you're like, that doesn't feel right, man. This is like, that is going to so much for freedom. Like all of a sudden it's like, man, there's going to, that's going to be an assault on our freedom and assault on our peace of mind as it's obviously a wrecking ball when it comes to your finances. Right. So Dr. Pete, this is a tool and it's not just a plaque on the wall.

[00:31:53] It's not something that you're just, Hey, yeah, I've got it in my wallet in my back pocket. If anybody asked me what my core values are, you've got to be able to, you've got to be able to use this thing as a tool and say yes or no. Right. So, you know, for us, it's a no for now. We're like, no, this is irresponsible. We're responsible. We would not be being good stewards and it would just be such a affront to our core values of freedom and peace of mind. Right.

[00:32:17] So core values are so powerful because they help you get focused. Right. And what you're getting focused on focuses more about the things you say no to than the things that you say yes to. And your core values are the perfect lens to lay over every decision, every opportunity and every situation where, you know, you're making you're at a fork in the road. And we just recognize that God wants us to say no to most opportunities so we can say yes to his appointment. Right.

[00:32:47] So your core values will help you get focused and you make decisions that are based on things that are most important to you in alignment with what success looks like to you so that you can align your behavior or your investment of your time, energy, focus and money. Please stick around for more business insights from this week's bonus interview with our remarkable success partner dedicated to helping you more successfully help more people. Enjoy.

[00:33:17] All right, CEOs, Dr. Pete here in the studio with a new friend for me. We're just getting to know each other here this year in 2026, Gabe, Gabriel Doty from Cairo HD. Thank you for taking the time out of your schedule today to meet with me and be a part of our podcast. We love having experts here and learning more about their business and kind of what brought you to this place. So thanks for taking the time to meet with me here today. Yeah. Awesome to be here. I'm excited for the conversation.

[00:33:45] I know I've been very closely connected and acquainted with TRP for years, but I'm excited about some of the recent developments and us getting to dive in a little bit deeper together. So really, really excited to be here. Deeper dive for sure. And I've really enjoyed working with your team. So that's been one thing I just want to comment.

[00:34:03] So, you know, as a business owner myself, as someone who works with other businesses in the chiropractic space from a what I would call business to business interaction, it's been awesome to interact with the team you've built. Talk to clients that you serve to learn about the work that your organization does to help chiropractors. So I love meeting with other leaders. And that's what this platform is all about, is talking to other business leaders about business.

[00:34:32] Ultimately, that's what today is going to be about. I know everyone who's listening is going to benefit from the conversation, like you said, just be able to go deeper on certain topics. So before we go into anything, the deepest place we could always go is getting to know each other. So help our audience get to know Gabriel Doty a little bit. So give us a little bit of your backstory, your history, and what brings us to this moment here today. Yeah, a wild 10 years is what brings us to this moment. So I'm a software engineer by trade.

[00:35:01] I worked primarily in the advertising space for a long time. My ex-wife's a chiropractor. We moved to Georgia for her to go to Life University. She starts going through, you know, student clinic and all of that. And I'm showing up as one of her first, you know, test patients, so to speak, and get my first exposure to chiropractic software. And I think we can all agree that it wasn't very impressive. And so I was just really genuinely surprised at what was available.

[00:35:27] Got talking with one of the staff members and it's like, why are you guys using an old chiropractic software? And he's like, this is like industry best right here. And so kind of like, so this is 2010, got the initial idea. I'm like, man, this industry needs some love and affection in the technology world. That idea kind of just rattled around for a few years. I kept working on my engineering stuff. And also the cloud hosting at that time was insanely expensive. So it didn't make business sense to do the cloud hosting version.

[00:35:57] So fast forward to about 2016, she had started her clinic, joined a franchise. They were starting to look at maybe building their own EHR. I brought back up this idea that, hey, like I looked at this a lot a few years ago. So we took a look at the whole thing and decided to turn it into a real company. So launched the company in 2017, really kept it internal for about two years. So just worked with one client primarily with multiple locations.

[00:36:26] And then really in earnest went to the public with it in 2020. So really, we're pretty early in that regard. I mean, we're five, six years into this run. And then two years later, we got PE backed, went from six employees to about 35 employees in a year. And then went through another race a few years later, just last year in 2026. Now we're sitting at about 85 employees. We've grown massively during that time.

[00:36:51] So a really, really just high speed evolution of the company over time. So it's been a run. But let me back up a little bit. I think if you look at chiropractic and like what drove me, not just from the software side, but when my ex-wife was considering chiropractic school, like I had not really been around it that much. And I'll try to keep a long story very short. We ended up taking my son to the chiropractor for ear infections, which I was incredibly skeptical of.

[00:37:20] But he'd been having them for 18 months and keeping him from sleeping for just an enormous amount of time that I was about to lose my sanity over it. It was almost instantaneous. You know, 18 months of pain was gone in a single adjustment. And every time he had a flare up, we'd take him to the chiropractor and I never had to deal with it again. And so I'm a super analytical guy. And I'm just like, what's happening here? I don't understand. I want to understand the physiology. Like, and I started going looking for, you know, any explanation from it.

[00:37:47] And you can imagine what the Google results are when you say, you know, chiropractic adjustment on baby. I'll just say it wasn't flattering with the results that came up. I was frustrated because I saw it firsthand and I like there just wasn't any research out there. And so even when I started, when we started ChiroHG, one of my goals was to be able to build it in a way that eventually we'd be able to facilitate larger research pieces than was available in the market.

[00:38:15] So that's something we're just right on the edge of starting to get into. We work with Life University Center for Chiropractic Research. We're starting to build up that piece of it. But that was a huge piece of starting the company that I was really excited to jump into. Wow, wow, wow. Lots to unpack there. First of all, just what a wild ride you've been on. You know, so I'm hearing 2010 is really when a lot of this began. So we're, you know, a decade and a half in, just a little bit more than that.

[00:38:42] From a software engineer to still doing that work, really, which is great. But putting all that or much of your energy into now the chiropractic space. So what an awesome journey that you've been on. Talk to us a little bit about as CEOs are listening and they're looking at growing their business. You've had some major growth. So talk to us through maybe some of the honest or some of the struggles you've had in the midst of that. Like one or two maybe that pop out that you'd like stand out. I was going to say, I don't think we have enough time to go. Right, exactly.

[00:39:11] But there's a couple that pop up and it's a little generic. And I, but I think it will resonate with a lot of people. I think one of the hardest things is just as you're trying to scale or as my experience with, with what's happened over the last eight years, it seems like almost like clockwork every year. I have to put on a new hat and learn some new thing and, and like become a different person for that year's task or problem.

[00:39:37] So change management of myself was, has been a huge, it just seems like, you know, when I first started it, you know, I, I was a lead engineer and I had a small team, but I wasn't like, you know, I was still an individual contributor. Most of my work was still hands-on. I wasn't leading a team by delegation and, and, you know, those types of things. And so I think like step one was just like, how do I become like a real CEO and not just do the work?

[00:40:05] And so you go through that task and then, you know, then the next year we start doing all of our legal negotiations and you have to put, learn how to be a lawyer. And what do I, we spent a whole year going through, you know, every contract that we've had. And then now we're hiring 50 people in a year. And so like now we've got to start putting system. Like, so it's just like every year there's some big new thing that I've never done before that now I've just got to become an expert in and get really good at. So that, that's a huge one that jumps out. Now, I think the other one is just the scaling process.

[00:40:34] It's hard. I mean, like the, it's, it's one thing to have any idea and have that to 50 people. It's a completely different animal when you're, when you're trying to do it at 2,000, 3,000, 4,000 people. And like, that's a journey that I don't think anyone ever is like fully ahead of. So it's again, just keeping a pulse really close to the problems and trying to be very reactive and kind of make sure.

[00:40:59] But, but like, there's just so many things along the way that are completely unexpected that you've got to, you've got to solve on the fly quickly or you ruin your entire reputation when you've been working so hard to. So those two things just jump out at me. Yeah. I want to just double click on those just as a, just as a conversation. But I think we talk about the ascension from being an owner operator to a CEO. And that's literally what you described. You said, no, man, when I first started, I was, I was in there as hands-on lead engineer doing the work.

[00:41:29] And then I got tapped to say, you need to ascend above that now into a new role. Yeah. We called it the identity shift. You took it to another level, which you said every year, I basically have a new hat that I'm going to be wearing. So, whereas your title might be one thing, it's the work inside of that title where it's a new, you know, a language you're learning, right? You're learning this new function inside of it. I heard things like, you know, leadership and then law and contracts and then HR.

[00:41:58] And it's like, man, you're learning all these major, major moving pieces. And it's a lot. And so I think to our CEOs who are listening, who maybe feel out of their depth or like scaling is challenging them. They're like, man, I was just super comfortable. And it was just me doing my thing, adjusting. And I had a small little team and just the Dr. Pete show, the Gabe Gabriel show. And now it's like so much bigger than you. So developing these new skills is essential.

[00:42:24] And then number two thing I heard was this speed with which you have to address the problems and also determining like what is the real problem? What's the problem below the problem? What's really the issue versus chasing all these things? You never get to the real issue. You can waste so much time, energy, focus and money not getting to the root of the issue.

[00:42:45] And that part to me as a chiropractor listening is another piece that we see a lot in our work with chiropractors who are ascending into the CEO role and really owning that. So we have a lot more we can talk about. I'm sure we're going to hit on another episode because we get to do some of these more of these. So talk to us a little bit about your business. And, you know, we say businesses exist to solve problems for someone else. You're solving problems for chiropractors. So tell us more about that. Yeah, I know.

[00:43:15] I've been around software for a really long time. And I will just say I didn't know what I was getting into. And had I known, I might not have actually gone down this route because it's a joke. But I mean, the one thing that we're talking about, like as becoming a CEO and that leadership and like how do you do this at scale? Chiropractors, every chiropractor getting here knows like there's just a million different ways to do things.

[00:43:38] And so like I would say going back to challenges that's directly related to this is like being able to have a system that's opinionated enough to build good workflows, but also serve the fragmented structure of every office and how they do things and how they think about things has been a really big challenge. And we try to like blur that a little bit and try to instruct and be like you really should make some changes and think about this differently and try to build best business case in there.

[00:44:07] But it's wildly hard. And so like if you look at a little bit more in my software engineering background, specifically, I was in UI, UX and workflows. So that's specifically, if you look at what I was doing for advertisers, it's looking at how they're spending their time during the day, where are they spending the most time? Is that useful time for them to be spending it there? Or is it throwaway time? You know, like their account managers, the most useful thing is that for them to be looking at ad spend and results and things like that.

[00:44:33] And instead, they're spending half of their day entering schedules and calendars for ad runs and things like that. So looking at those workflows, how do I optimize your time for the simplest, you know, for the most efficiency for what you do? So I think that was a huge starting point was just looking at these clinics and like, hey, what are you, where are you spending your time? Where are you wasting your time? To your question about like solving problems and the way you do that is I went and sat in hundreds and hundreds and hundreds of clinics and spent two, three days.

[00:45:03] And they're just watching. And what are you doing? And where are you, where, you know, sitting behind the CAs and watching them fidget with things and get frustrated and ask them what they're trying to do. So I think at a global, you know, a zoom out scale, it's solving workflow problems. It's like the core thing in my brain is like, how do I make an office operate as efficient as possible, as profitable as possible? And where do I give them the most time back is kind of a macro view of it. But yeah, that's you.

[00:45:33] I love that story. I didn't, I didn't know, but now it makes sense coming from the, as you said, the UI and UX and workflow world. I feel as a coach, that's what we're always looking for as well. So I think that's why we've resonated so much with your company and what you built, because it was built on that foundation of efficiency without sacrificing effectiveness. Right. That throughput output conversation.

[00:45:59] We talk about how do we create, serve more volume without sacrificing the quality, but also how do you free up your people, the team, to be able to focus on the people and not just the task. So can you talk about maybe something that you guys are doing right now that's unique about Cairo HD that you're proud of, that you're excited about? Because that's one of the things that I know you're doing is you're innovating all the time. One of our core values at TRP is innovation.

[00:46:28] And it seems like that's literally what you do. So can you talk about that? Yeah. Yeah. I'm going to talk on two different sides. I'm going to connect an early thing and then also some, maybe some teasers on the, you know, I think if you look at the kind of the journey over the last few years, and I think a lot of people would agree that the last two to three years, we've been not not innovative, but less innovative than the beginning.

[00:46:52] And part of that is just going through that PE journey and like getting the funding and that whole structure is its whole own journey. But if you look early, like one of the, one of the franchises that we started with at the end of the day, the average chiropractor was closing the doors at six o'clock and leaving at seven 30. That was like end of day auditing accounts, making sure payments got posted, you know, checking that all charges got put in and they'd spend about an hour and a half auditing and getting ready for the next day.

[00:47:19] And through that process that I was talking about earlier, we, you know, at the end of six months and the transition to Cairo HD, the average office started leaving at six 15. So we, we moved an hour and 15 minutes, gave them an hour and 15 minutes back to their spouses and to their families and their home. So to give you an idea of like the real world impact of some of the things that we tried to try it that we're looking at and trying to improve. That's a really, I love that story just because I was personally affected about it.

[00:47:46] My ex-wife's a chiropractor and she was getting home at eight o'clock every night. And all of a sudden now she's getting home at six 30. So very real world impact. But if you're looking at like the world has changed a lot over those seven, eight years, you know, and especially over the last two or three is we're now AI is taking over technology. And that's, there's a million things going on right now.

[00:48:08] But I think another kind of example of this is that you've seen a bunch of EHRs come to the market with a lot of, I'll use the word gimmicky AI tools where, yeah, we've got AI in our platform. But if you kind of ask people like, is it really helping you yet? And we haven't seen like this explosion, explosion of valuable AI and chiropractic yet. We've kind of taken the opposite approach where we've been a little slow to come to market with AI tools, but it's because we've really been digging into these and trying to understand these use cases at a deep level.

[00:48:38] So that when we do release them, it's going to be game changing and people are going to be really excited about them instead of it just being a gimmicky thing. So a little bit of a teaser there, but we're about to release a bunch of AI products this year. And I think that people are going to see like immediate impact and not just gimmicky pieces there. So we really want to lead with actual improvements, not just, you know, put a little badge on us. Yes, we do AI too. We're not going to release something that we don't feel actually solves the problem. Huge. I love that. Yeah.

[00:49:06] Cause you know, the, the FOMO kicks in real quick, right? Where it's like, oh man, we're going to miss out. So we have to, I love that. You're you're, it sounds like your company has the maturity to say, no, if we're going to do this, we're going to do it right. We're going to do our due diligence. We're going to test because we know when we roll this out, it has to have an immediate impact.

[00:49:25] I think that's, that's incredibly wise and just great leadership because like you said, you know, others can pop up and, and lead with this new shiny object, but ultimately the foundation isn't there to support. And that to me is my concern as a coach to working with docs, helping them navigate, you know, discerning which way I should go. And, you know, that's some of the, the questions I ask is about the track record and understanding like what they build and what you really ultimately are getting. Yeah.

[00:49:54] Can you talk a little bit about speaking of the future? What's coming this year? It's exciting. I don't know if you want to put anything else out there, but it sounds to me like you guys have been testing a bunch of things and you've got some new things, new tools, new capabilities coming to the market. Can you talk about, as you look at the chiropractic profession, now you've been around this profession for 16 years, at least.

[00:50:14] What do you see from a tech side, if that's what you want to speak into in terms of, I mean, my personal opinion, I don't know what yours is, is that what the world needs now is chiropractic care. And what chiropractors need now, chiropractic needs is more successful chiropractors. For chiropractors to be more successful, they need more to leverage technology in ways that's going to support them reaching the public and serving more quantity of people with higher quality, right?

[00:50:40] So can you talk a little bit about what you see as you look ahead in the next, even just the rest of this, this decade? Yeah. We took it out a few years. What do you foresee coming? Big question. And AI is like, I've hinted at it, but AI has thrown a big wrench in all of our expectations of where everything's going. That is no less impacted. Chiropractors are no less impacted by that. So I want to kind of split that into AI as its whole own subcategory here and leave that off the table for a second.

[00:51:08] But in general, I agree completely. I think if you look, no one with the DC in their title is looking at our healthcare system in America and applauding what we have in America. So I think chiropractors as the entry point to the entire medical system is a beautiful idea. And I'd love to see that further. And so I think, but to your point, it needs more successful chiropractors for that to happen.

[00:51:37] And so I think if you look at that, I think we've looked at this a lot of different ways. But I do want to call to my earlier comment and say, I do think that there needs to be some agreement to move forward with at least some level of similarity. I think there's a lot of the differences in chiropractic strategies make it really hard for people that are coming alongside and helping to keep moving things forward. The more that you can align with a particular coaching group or like some strategy just makes things so much easier.

[00:52:06] And you know that as a coach, like when you're talking to two different chiropractors and they have two different ways of doing things or like my favorite thing to pick on was what's the definition of a visit? But I'm 16 years into that and I don't think I have two chiropractors that will agree on that simple, very simple question. Is that an appointment? Is that a charge? Is that what happens if they have a chiropractic visit and another ancillary service?

[00:52:30] Like there's just like that alone is just like a good example of how unaligned the industry is. And it makes it really hard when you've got all these groups trying to come alongside and help when there's so much fragmentation. So that's more of like a call to all chiropractors to like, hey, everyone needs to focus on the end goal and maybe align with something. So that's more of a separate little complaint I have there.

[00:52:54] But I think it's worth, you know, I'm glad from your perspective, from a software perspective, that you can share that with chiropractors like me and others that are listening and say, the fragmentation isn't helping us move forward any faster. So creating some sort of a uniting around agreed upon terms and conditions and how we define a visit. There's, again, art, science and philosophy, right? So chiropractors took up with the art, the science and philosophy.

[00:53:24] We've got a lot of artists, apparently, and everybody wants to do things their own way. And so, you know, think about the different number of techniques that there are. But if we could agree on some things without encroaching on, hey, there's a lot of ways to adjust or your technique can be the art. But running a business doesn't have to be as fragmented as it is. And that's why for us, we've, you know, we're organizing around what's called the chiropractic operating system,

[00:53:50] which that operating system can be implemented into any clinic, any size, anywhere in the world. And you can run that system and it works as an example, which is why we've gained some traction in the marketplace, because we have been able to create some standardization around, hey, this is what, you know, a week should look like, a month, a quarter. Here's what stats we want to track, things like that. So it's been hard to have chiropractors adopt some of those things as you're seeing, because you're obviously doing the same thing from your way, your perspective. But I'm in agreement.

[00:54:20] So I'm going to sit in your pain and agree as we share this with our brothers and sisters who are listening in today, saying, hey, guys, we can do this. And Gabriel, from your perspective, you're seeing that as the thing that would slow us down or stop us from taking more market share. I think it's both. It's the market share, but it's also the people that are trying to come along and help us. And in this situation, obviously, us. We're trying to build software. If we have to solve for 500 distinct use cases, you've slowed us way down.

[00:54:50] And to give you an example of just like kind of how this played out in other markets, a lot of times at the PE level, not trying to compare the art and philosophy paradigms there, but, you know, chiropractic looks a lot like how dental kind of rolled out in this country and like what the business model was and how it kind of evolved and changed over time. And so a lot of times when you're having discussions about what's happening and what's that crystal ball of what's going to happen in chiropractic,

[00:55:17] a lot of times a lot of investors are looking at what happens in dental as like a, as an overlay of these two things. And what happened there was a very similar problem. And really private equity is what forced the hand of refinement of those things because they had a group come in and buy a large portion of the dental or two or three. Within a couple of years, they went from, you know, 10 to 15% PE ownership to like 50% over a very short amount of time. But what happened in that is that everyone that wasn't in those PE groups understood

[00:55:47] that they have to start doing things away if they ever want to get bought by one of these companies. And so like instantly like that, that shift made people say, well, my value is in doing things a certain way. And if these guys are, if I want to sell to one of these other groups, I really have to align myself with it. And so you kind of have like an outside force that pushed systems. We've seen some of that in chiropractic, but it's not been as aggressive. You've seen some PE groups get involved in some of the larger groups and stuff, but just throwing out has kind of an interesting piece there.

[00:56:16] But yeah, so your question is that the more aligned you are, the easier it is for us to build things. And so I think that's an important thing to know. I'll wrap with this. We teach the four seasons, launch, build, scale, exit. The fourth season is what you're talking about, which is at the end of the day, everyone's going to exit at some point. Where we fail in chiropractic is we don't have these graceful and profitable exits, unfortunately. We practices are retiring with the doctor and that's not remarkable.

[00:56:44] It should be a very different story and narrative for so many docs. You spend decades of their life serving their community, serving people and then not exiting well. It's unfortunate for the community that lost a great doc and lost a practice. It's unfortunate for the doc and their family. And it's unfortunate for our profession. Nobody's winning there. So to your point, yeah, when you start thinking about the third and fourth season scaling and then exiting, I'll tell you what, rubber has served real quick and you're nailing it.

[00:57:13] So, all right, I really appreciate your time here today. How can our listeners get more information, take a next stab, discover more about Chiro HD and what you guys are up to? Yeah, easiest place is just our website has all of that. You can schedule ChiroHG.com. You can schedule demos. You can reach out to our support team. You can reach out to sales. So that's just easy. We do have Facebook and Instagram and all of that. But as far as like quick, easy access, ChiroHG.com is the place to go. Well, Gabriel, thank you for taking the time to meet with me.

[00:57:43] I love this conversation. I know we're going to have more. So I love jamming with you and learning more about what you're up to, your story. True, remarkable CEO type challenges you're facing. But yet in the midst of it, you guys continue to advance and move forward. So thank you for pioneering and leading and supporting this profession. Thanks for being an Enterprise Remarkable Success partner with Remarkable Practice, helping our doctors help more people. For everybody who's listening, thanks for tuning in. Look forward to joining you again next week. Until then, God bless and have a great rest of your week. Thank you.

[00:58:14] Thanks for listening to this episode of the Remarkable CEO podcast. Remember, what the world needs now is chiropractic. And what chiropractic needs now is more successful chiropractors. If you like this podcast, please subscribe, share with a friend, and leave us a review. And if you'd like to connect with us personally, direct message us on Facebook, LinkedIn, or Instagram. Now go and be remarkable.