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digital clinical resources. Hi success and pay this year
host Sandra and today we are joined by Justin Allen.
He is the head in the ultimate who needs no introduction, Elite
MP who came on to our podcast in episode 49, episode 49 of the
Doctor Nurse Podcast. He came on, shook things up.
He's my most viral video on YouTube, one of my most listened
to podcast episodes. The guy that needs no
introduction. I feel like I want an episode of
Killed Tony. He's got a bachelor's degree, a
master's degree in nursing. He owns his own men's health
practice and he owns the Elite NP course creation business.
And he's here today to drop more gems, to cause more controversy,
to stir the pot. Welcome Justin to the Success
and View podcast. Yeah, yeah, yeah.
Thanks for having me on here. I might not stir it as much as I
used to. I've grown up a little bit.
Oh man, well, we'll be looking forward to anything you can
share with us as always, Justin yes.
So let's start kind of for the listener.
That's like, who's this guy? Go listen to episode 49 guys.
He'll share his whole journey on there and definitely unfiltered.
So we love that, but he's going to come on today and tell us a
little bit about kind of the more of the course creation side
and kind of what inspired him to start creating courses for MPs.
Yeah, well, I mean, we'll see. It started in 2019.
I created a blog, right. And so that blog basically just
talked about issues within the nurse practitioner field that I
didn't like. You know, I remember sitting in
MP school and just being like, you know, what the are we
talking about here? Like what is this?
Like I'm ever just sitting there just like this, just for flash,
just like I fall asleep. And I was like, you know, what
is this? This is complete nonsense.
So, so basically, you know, I create a blog and wrote about
what I thought was just nonsense with the nursing nurse
practitioner field, etcetera. At that point, you know, the the
following group because I realized there's a lot of other
nurse practitioners out there that feel the exact same way I
do, but no one was, I guess no one had the balls to speak up.
So like, I didn't care, like whatever.
So yeah, yeah, that's how it started.
And then we, you know, develop our first course.
So the objective was, was to help the nurse practitioner kind
of start their own practice. So yeah, so I started with my
men's health course, you know, how to start a men's health
clinic. And then from there, we just,
you know, I started listening to, I started listening to the
community, right? I started listening to the nurse
practitioners and what they wanted.
And so yeah. So we just kept developing more
courses on how to, you know, learn various niche skills,
hormone replacement therapy, weight loss, etcetera, and how
to open up your practice. So that's the kind of what we
did. I don't know, it's five years
later now. It's doing pretty good.
So we've helped, we've helped thousands of MPs start their own
practice so. Yeah, yeah, your Facebook group
is blowing up. Tons of nurse practitioners are
tuning into your podcast to hear the things that you're saying on
how to set themselves free from the rat race of working in the
hospital setting. And you said that on my first
podcast that it's like the the market saturated.
We're having to take whatever morsels are coming from the
hospital. We just hope that when Bray, we
can pay our own bills. But when we realize what we're
capable of doing on our own, I feel like you've given a lot of
MPs the ability to feel that self empowerment that I can do
this myself. I can create something.
And what an incredible thing that you've been able to do by
creating a course to then set other nurse practitioners on
this journey for themselves. And so I just think that's so
great for more people that are wanting to hear like how he got
started his life. That's an episode 49.
So go check that out. But how did you identify those
gaps? You talk a little bit about
that. I figured out what the community
needs and I filled in the gap. What did you notice?
That means you go, let's just make a course on that.
Like, hey, somebody came to me and said that, like, how did you
find those gaps? Because that's really a part of,
I think the struggle with a lot of what nurse practitioners try
to do is figuring out when they're trying to create their
own business, Like, where is the gap in my community that I can
go fill? Right.
So it's, I mean basically just answered it.
So like it's the community, right.
So with any kind of business, doesn't matter if it's a clinic,
a course business, a restaurant, like it makes no difference what
the business is. You have to just basically
listen to the customer. You have to listen to what
basically people are talking about, right?
And so for me with the elite nurse practitioner, I would
literally just be in the elite MP Facebook group.
I would listen to emails, I would listen to messages and
stuff, and I would just listen to what people wanted, right?
So instead of saying they're trying to come up with this
brand new idea and trying to shove people's face, instead of
doing that, just listen to what they want and deliver it, you
know what I mean? So it's the same thing with a
clinic, right? Like if your area lacks hormone
replacement therapy or a weight loss clinic or something will
want you to deliver that need. You know what I mean?
So that's really what it is. You just listen to what people
are wanting, listen to their pain points, listen to their
problems, and then develop a solution for that problem.
If you can do that, you got a business.
It's really that simple. Yeah, that's really smart.
So how did you decide on the topics for your courses?
So you identify the need. So these are the topics I'm
going to say because not every mountain you can fight, right,
Justin? Like you can't fight every
mountain. So how did you pick the
mountains that you were going to make courses around?
Yeah, so it's just like, again, it was just listening to people,
the Facebook group, right? It's like, I remember when we
like when we developed the women's hormone replacement
therapy course, you know, there was people commenting on the
Facebook group. Why don't you have a woman's HRT
course? OK, well, let's develop one,
right? You know, what about weight
loss, for example, or you have a weight loss course.
Let's develop a weight loss course.
So I would just listen to people's comments, people's
complaints, people's desires, people's needs.
And then I would, I would tally it up, be honest with you.
Like I create a Google doc and I would like tally up how many
times people ask for this. And I'm like, OK, they got to a
few dozen, then I probably have a good idea, right?
And, you know, I've developed courses before where there
wasn't a whole lot of demand for it.
A lot of people weren't asking for it, but I developed it
anyways. And those are the courses that
didn't do as well. Right?
Right. So I shoved someone's, you know,
I shoved it in their face and it didn't do well, right.
So at this point, it's like, just listen to your customer.
Listen to what they want. Yeah.
And how we came up with the course ideas, Right.
And so. For the booklets that we made,
you know what I did? I probed a bunch of nurse
practitioners and said, what do you want your students to know
when they come to clinicals? And they told us they were like,
this is what we're noticing. This is what they're lacking
when they come to clinicals. And so me and my girlfriend just
sat down and filled the need. And that is our best selling
booklet. I mean, it is easy to just sell
what people are needing and then to market it that way, right?
Like I don't have to market it to people that are telling me
what they need. That part that need is already
being filled. And I think the part that I feel
like is the self development part, the part that requires me
to kind of step up is to then create the best product that is
going to show the most quality and the most return on your
investment. And that's the part as the nurse
creator that's I love because it's the self development part.
The only part that I can actually change.
The only part that I can actually influence is how great
of a product do I provide and are we providing the best
product on the market? And I, I believe Justin, that
you are the best, like you are 100% the best, the elite NP to
do this. And so it is the safe bet that
if you get a course from Justin, you're going to be getting the
best bang for your buck. It's going to be the thing to
set you up because he is just done his darndest to create the
best product. And I think that's what I also
like about entrepreneurship. And you talk to a lot of M PS on
your podcast about creating their own businesses.
But that self development is something that I know you're
super good at and identifying within, you know, each nurse
story how they can improve, right?
Sure, absolutely. I think you get the nail on the
head in terms of identifying that pain point right.
So these, you know, these NP, these nurses that you've talked
with, they gave you pain points and then you created the
solution for it and develop a booklet, right?
Yes. And the ones that you did that
for was your best selling product?
Exactly right. Yeah.
And so it helped develop your mindset to understand that
point, but it also helped develop their mindset by giving
them the solution to those pain points, right?
So that's really what it just comes down to.
And so if you market anything in any business, you have to hammer
those pain points. Yeah, Facebook or Google pain
point. Your solution and the benefit to
that? That's literally the recipe for
a successful ad. Yeah, you know what is so funny
too, I think, And I'm going to just challenge nurses.
And again, I'm not sure. I might be stirring the pot.
A lot of people don't want to spend the time to develop the
remedy for the pain point. Like they just want the pain to
go away. I just want the pain to stop.
And it's like, well, what if you identify this pain point and
then you work on fixing it yourself?
Don't be looking for somebody else to do it.
How can I fix the pain point that you're noticing in school?
You're right there in it. You're right, in this thick of
whatever that problem is, why not you solve it nurse?
Why don't you solve it, nurse practitioner?
Figure it out what it is. I wish there was a a pediatric
friendly NP that had a walk in clip.
OK, well, go, go make it. Like that is the whole thing.
This is the whole thing that Justin's been talking about,
that I've been talking about. Like figure out where the gaps
are and fill it yourself if you can, especially if it's
something that you enjoy. If you don't enjoy it, please
don't go fill it because you're going to be miserable and
everyone else is going to be invisible, right?
But if you enjoy that, which is something that you do, you enjoy
making courses like talking about another course, you're
like 700 pages. I'm like, that's awful.
I don't want to do that. I don't want to make a 700 page
course pass, but that lights you up.
So you got to go do that, man. Like, that's the thing that I
want more nurses to hear. And you know, another thing too
is, is that like you said about they don't want to solve the
pain point. I think in general, it doesn't
matter if you're a nurse or doctor, count a, it makes it
makes no difference who you are. It's just human nature.
People will pay you to solve their problem.
And so if you can identify a pain point and create a solution
that you can charge for, people are going to pay you for it.
Because at the end of the day, people are just kind of lazy and
they just want to be told what to do, like.
Like, love it. Yeah, you.
Know. Yeah, it totally is.
Yeah. So do you prefer self-paced
courses, live training, or a hybrid approach?
And why? I think hybrid approach, yeah,
the hybrid approach is probably best.
So a lot of people like live webinars, right, Because they
like to ask questions. So, you know, with the the elite
MP inner circle, our membership, you know, we have question and
answer sessions where it's, you know, it's an hour or two, just
me answering questions. So it's more of a live thing.
So people like that interaction, but also people in general like
to have something that's on demand and like something that's
convenient, right? And so that's another thing too
about business in general is that if you can deliver
convenience, then people are going to eat it up.
So like, I like, I like both, but personally, I think having
something more on demand is usually what's going to be more
successful than, you know, just having something live all the
time because, you know, people have to fit it around their
schedule. They have to show up at a
certain time to see the live thing.
So instead, you know they'd be on a plane doing something on
demand whenever they want. They can open up like a book,
you know, class for example. Yeah, no, that's true because I
signed up for Amy Porterfield like marketing class one time
and it was out of time. Like I paid to go and I'm sure
it was during one of the kids naps as I was like
unrealistically like, oh, I'm gonna be able to make that.
And then of course it was a disaster.
We had a blowout. Somebody, you know, didn't get
their nap in. So they're just like a drunk
toddler, like angry. And so no, I didn't go to the
course. And so I, I just got money down
the drain. And so now it makes me not want
to buy that stuff ever again because I'm like, I'm never
gonna make time for this. I so I agree with you.
I think that kind of allowing people to kind of come back in
and out, if I can make a live course grade, I think that's a
better a better process for sure.
And then how do you make sure that your courses remain up to
date and evidence based? Because that's one of the things
that I've noticed because with our booklets, we have to update
them every year, which is a ton of time, a ton of energy because
the concepts in them change, right?
So things get updated, you know, guidelines change.
So how are you doing that with your courses?
I mean, it's mostly something new comes out, right?
A new regulation surrounding medical cannabis, for example.
You know, we're going to need to pop that in.
The medical cannabis course, you know, as an example of the
weight loss course was developed before GOP ones came on the
market. So obviously I had to pop that
in there, You know what I mean? Yeah.
So it's one of those things where you just have to each have
to stay up to date with it and make sure that what you're
updating is something that's actually relevant to what it is
that you're doing. Doesn't mean if you wanted to
update consistently and constantly, I mean, you would be
updating it every single month because there's new medical
literature coming out all the time.
So you really have to determine what's, you know, what's truly a
value add and what's not. You know, some things just
aren't a value add compared to other things.
I mean, including GLP ones in our weight loss course was a
huge value add that was worth, that was worth the effort,
right? And then evidence based things,
you know, that's the thing about evidence based medicine, or just
evidence based research in general, is that for everything
that you can find that says this, you can find something
over here that says the opposite thing.
Yeah, it's true. That's the kind of thing I.
Just pay more money for their lobbying.
Right. You know, yeah.
Man, it's going to be a flag. Let me start that, I thought.
Yeah, like it's just one of those things.
Like I'm all for evidence based medicine, but at the same time
use some critical thinking here, guys like Steve, it's, you know,
like for every study that's over here, you can find what's over
here. You know that that's conflicting
data. I think you have to use a lot of
anecdotal experience plus some evidence based things and do a
combination of both. Our courses are a combination of
both, right? It's the experience that I have.
It's the experience this other nurse practitioner has in her
clinic or his clinic or whatever.
And you combine that with evidence based guidelines and
research and stuff to come to a, a conclusion that makes sense.
But I mean, at the end of the day, it's all about patient
safety. So even if something's not
entirely evidence based, as long as you can find data that
supports it and it's safe. And at the end of the day, if
the patient walks away and they feel better, isn't that your
goal anyways? Like, and so you know, it's like
most things in medicine, if you just gave it time, 90% of the
stuff would just go away on its own.
Yeah, sometimes even just letting patients talk about it,
it goes away. Right, exactly.
There's like these, these lipo B injections from compounding
pharmacies, you know, you get this lipo and shot, it's
supposed to dissolve your fat. Course, it's a placebo.
Like that's just what it is. Yeah, the change in your vision
so you stop seeing it. Take it and they lose weight.
Like it's just a placebo. It's what it is.
There's no evidence behind that. That stuff works, you know what
I mean? So like you just critically
think when you read this stuff, you know, So that's kind of what
we do. We try to, it's a combination of
anecdotal evidence, anecdotal experiences with evidence based
stuff. So you kind of combine that to
actually create the art of practice versus just the science
of it. Yep.
The art and medicine. Yep.
And I think that that's the other misconception people have
about course creation or creating digital products.
And I think that people think you just do it one time and you
just let it like just exist in the universe and it's not.
You are constantly having to come back and manage it.
And one of the things my dad always says is everything is
what you think it is until it's not.
And so everyone thinks that like, oh man, you create this
course and you just walk away from it.
You make all this money and it's like, no, in actuality, when you
create a course, you're always trying to make it better.
You're constantly improving it. You're trying to find ways to,
you know, get it accredited. You're always trying to find
some way to increase the value of what it is that you're
creating. So don't go into this game
thinking that it's going to be just one time work and then step
away. Now you're going to be grinding.
You're going to be grinding every day.
You're going to be finding ways to grind on it better or it's
just going to fall by the wayside and it's not going to
have much value over time. There is no truly passive income
because everything requires some type of maintenance and, you
know, care, right? Correct.
Yeah. There's nothing static about a
business. There's nothing there's not,
It's not a static thing. You know when you, if you have a
business and you start thinking about it from a static
perspective, like, OK, I've created, it's done.
I'm just going to sit back. You'll make money and you'll do
OK for a period of time and then it'll just start going down.
So it's, it's, it's contentment and you can't be content with a
business. And that's what happens to a lot
of people. They just, they become content
and then the business becomes static, stagnates, plateaus, and
then eventually just starts going down because you have
someone else over here that sees it not as a static business and
they're going to come in and steal market share from you.
So, so yeah, absolutely. Yeah, any, any of this, doesn't
matter what kind of business it is, you can't have it be static.
It's a, it's a living, breathing thing and you have to treat it
that way, you know? Yeah, I love that.
I love that it's a living, breathing thing.
So Justin, your confidence, man, I love it.
It brings me so much joy.
I love talking with you. I just feel like your energy
around stuff. I'm just like, oh, go do
something. I don't know, like I listen to
your episode whenever I need that like boost to my, you know,
go get it type energy. So but you haven't.
I mean, maybe you have always been this way.
Maybe you came out of your mother's womb like you can do
it. You didn't see.
I know you could, but or did you you overcome yourself doubt in
your imposter syndrome that you had around creating courses?
Because that's been a huge thing.
I mean, well, Jackie and I sell a book sometimes we're still
like, is that book good enough? Like are we sure we did a good
job on that? You know, like it's still there
even after years of what we've been doing.
So how did you overcome that? Did you ever struggle with that,
Justin or no, not a problem. I, you know, came out confident.
Tell tell me where you're at, Justin.
Yeah, not really. I mean, I was pretty confident
about it just because you have to realize that anybody, it
doesn't matter who you are, you could be Jeff Bezos, Elon Musk,
whatever. Every single successful person
in the world started off as a novice.
Every single woman, right? Every single person did.
No one, no one's born and then just becomes this successful
person. It just doesn't happen, right?
And so you have to change your mindset and realize that every
single person starts somewhere. And when you realize that, you
understand that imposter syndrome in general is just it's
kind of a term because every single person is technically an
imposter when they first start. Every single person is right are
so when you change your mindset to believe that just you can
just become confident in it because every single person has
to start somewhere and just go into it with confidence,
realizing that what's the worst that's going to happen?
People don't accept you. People don't like what you're
doing. OK, well, boohoo, you know, like
just keep living your life. It's not going to be it's not
the end of the world, right? So so I never really accepted
much from imposter syndrome. I take that back when I first
started my first practice, I did feel like a little bit of an
imposter just because I was like, what the hell am I doing?
I have no clue what I'm doing here.
Yeah, yeah. But after I feel like that's
normal. I feel like that's normal.
Like yeah, normal. That's completely.
You can't fix normal. Right, exactly.
That's completely normal. We have no idea what you're
doing because it's new. You, you can take a course, you
can read a book, you can listen to a podcast and stuff.
At the end of the day, you still got to do it right, but you
still have to take the step and actually do it.
So you're still, you're still going to experience those
emotions. But what you have to realize is,
is that that's just your monkey brain.
That's the part of your brain that is trying to protect you
from something that's unknown, right?
Well, yeah, it's unknown. And so your subconscious is
saying, hey, wait a second here, you got this nice cushy job over
here where you make $130,000 a year and you got your benefits,
you know, healthcare insurance and four O 1K matches.
It's complete garbage that handcuffs you to something,
right? It's complete nonsense.
But your subconscious is telling you this is what's safe, right?
This is what's safe. And so your subconscious for
throwing in little thoughts into your mind, these little, you
know, you're sitting here, just you'll be driving and then these
little kind of thoughts just spring out of nowhere.
You know, they just come out of nowhere.
Hey, you can't do this. This is not safe.
You know, what if you go bankrupt, What if you get sued?
What if you blah, blah, blah, blah.
What if, what if, what if, what if, you know orange, what if
they never happened? But if you're still aren't just
trying to protect you, to keep you safe in the nice cozy job
that you have with your benefits in your 4O1K match and the dream
of Social Security when you turn 65.
It's just this, it's just a safety net that you have to
realize that it's just a little part of your brain that's trying
to trick you to stay safe. Just don't listen to it.
Just push through it. If you can do that.
Also, something just doesn't happen like you.
You just become confident because you realize that's just
your brain just playing tricks on you, not really with anything
in life, right? It's not even just a business,
it's relationships, it's working out, it's taking adventure, it's
going on vacation. There's always that little, that
little voice in the back of your head that's there being you.
These thoughts, you are not your thoughts.
You are you right? Yeah, I always tell my yeah, I
tell my 5 year old your, your feelings are not facts.
That's one thing. Feelings are not facts.
Another thing that I always turn back to what I, what I hear you
describing is fear. Like there's no other way to
describe what that is besides being afraid.
And that's normal. But you can't ever grow if you
are not uncomfortable. You will never grow as a
provider, as a nurse practitioner.
You just won't. You will always be safe and
small. And the only way you grow are in
those scary moments of expansion.
It's like, OK, I'm going to take on this new thing.
I'm going to learn how to rent, you know, rent property.
It's like scary. What if it all falls apart?
I'm going to open my up. But what if I can't make enough?
They all say these things and, and it's fear and that's that's
why I feel like one of the biggest things and how you know
you're doing something probably good for you is are you afraid?
That's always the thing that I always check.
I'm like, am I scared? Perfect.
It's probably where I need to go.
That's the direction, you know, and it's so scary to get into
that mode of just turning off that subconscious safety net
that you're like, Oh my gosh, what's going to happen?
And it's there's there's always a challenge to that happens that
kind of like test your it was all so when I went part time, I
was like, how are we going to make money?
I don't know. And then my husband, I went part
time. I was like, I'm doing it.
I'm scared. I'll do it scared.
And then my husband lost his job and I was like, I ain't going to
go back to work. Like I started panicking.
And then I was like, no, I'm running the ships.
I'm not going back. I don't know what you're going
to do. Get a good job.
McDonald's. I don't care what you do.
I'm just not going back. I don't know how we were going
to just have no clue. But I just knew that feeling of
like, we're just not going to do it.
I just cannot let this go. And so anyway, I just feel like
that's that voice of fear and fear will always make you small.
It will never grow you and you will always regret the times
that you let yourself shrink into fear and never the times
that you were just like, you know what?
We shot our shot, man. It didn't work, but at least we
went for it. And you just look at it that
way. I don't know.
Right, exactly. You know, fear.
Fear is the dream killer. Like that's what it is.
Fear will destroy your dreams. Fear will prevent you from doing
anything in life. Doesn't matter if it's starting
a business even like doing, you know.
Running a marathon. A marathon, going on a crazy
vacation, asking someone out that you really like, whatever.
It's just any kind of fear is going to prevent you from
achieving a dream, right? So fear is the dream killer.
And just realize that these fears are literally just an
evolutionary trait inside of our brain.
It's that fear of the Saber toothed tiger taking you down,
right? It's this fear of the fire going
out. When you're you're a nomadic
Paleolithic Indian, the fire goes out.
What do you do? It's this fear that made us
become the apex creature on this planet.
So that fear is completely necessary.
We wouldn't be here as a species, right?
We just wouldn't be. But unfortunately we've evolved
out of that. We're in modern day society.
You know, it's 30° outside. I'm sitting in an ice condo.
It's 75° and I'm comfortable, right?
There's that fear inside you that's it's not going to go
away. It's, it's a trait that made us
who we are. It's made, it's what made
humans, humans. And so you have to realize that
you're going to be OK. What's the worst that's going to
happen? You are in a first world
country. You're not going to go hungry,
not going to go at a home. You're going to be just fine.
What's the worst case? You're a nurse practitioner.
You start your own practice, it fails.
What's the worst case situation there?
You go, get another job, right? You go to the hospital, take it
back. Come back right?
You can't listen to that. Don't listen to the failure.
Don't listen to that little voice in the back of your head.
It's complete nonsense, you know.
Yeah, and I, you know, I was thinking as you were talking
like there's the monkey mind, right?
That like amygdala hijacking thing that you have.
I think I read about that The Art of not giving an F, which is
a terrible title, but it said The Art of not getting like.
He talks about that like this, the fear factor that we all
have. Wait a second, that's an awful
title. But that guy sold millions of
copies of that book, so whatever.
That book is wonderful. It is.
It's. A wonderful book.
I just couldn't listen it to it with my kids in the back because
he said something and then my little one just verbatim spit it
out. It was like the worst part of
that book. I was like, that's.
Yeah. It would be so good.
But what I love about that book I've talked about on another
episode about when he's standing on the Cliff, that book, Oh my
gosh. And he's he he hears his monkey
mind just like don't get close to the edge, don't get clip.
And he just kept walking closer through it.
And so it made me think that fear is one of those things that
you have to manage. It's not something you can just
let control you. You have to manage it.
And I think that's the hard part for a lot of people is
recognizing that voice and then learning how to speak over it
kind of with the monk mind, right?
Like talk truth to yourself. I'm not going to be hungry.
I'm not going to be like, what's the worst that's going to
happen? We just sell the house if we
can't get her in. Like you just go through all
these things that if you're trying to learn something new or
what's the worst that happens in my business fails, OK, the
hospital welcome you back. Like walk through all those
fears and just tell yourself it's going to be OK.
Like outside of losing my life, everything else will be OK.
And so, yeah, I think that's great.
And then what about a course like you said that flopped?
Anything else that you can describe?
Like, I think you kind of answered this question actually
when you were like, hey, I like put out a course.
I was like, here you like that. And then they're like, we're not
going to like that. And so don't do that.
And so like, how do you walk through courses that don't work?
I mean, what do you, how do you, how do you, what do you learn
from those courses? Well, I guess you learned that.
I guess what the biggest lesson I learned from that, and this is
applicable to any business is that when you deviate from your
business's core mission, when you deviate from your business's
core value proposition, the product that you create that
deviates from that is going to fail because it goes against the
true value proposition of your business.
So the elite nurse practitioner is dedicated to help NPS break
free and start their own practice, right?
And so the courses that align with that mission, with that
values proposition do well. The courses that do not align
with that do not do well because the customer base, that's not
what they're there for. They're there for the value
proposition of the elite NP. So for example, like, you know,
our, you know, like, like our EKG course, how to read an EKG
that doesn't align with our value proposition really.
So the course didn't do that well, right?
And so with any business and see, I and I didn't realize that
until I experienced that, right? So I went through the work, I
created these different courses that didn't align with our value
proposition. And after about 3 or 4 times, I
realized that this does not align with our mission, does not
align with our values proposition.
And that was a failure. I mean, they still mean they
weren't a failure when they're still great courses.
But but yeah, so I learned that lesson, right.
So with anyone who has a business, this is kind of how I
propose this is that you have the name of your business,
right? And the name of the business
should basically stay kind of what you do, right?
It should basically align with kind of what it is that you're
providing. Below that is your value
proposition. That should be like the
subheading of the business name for that is your mission
statement, 3 or 4 sentences that just discusses more of that
value proposition and just kind of elaborates more on that.
You can follow that step name of your business, the value
proposition, which is the subheading, and then your
mission statement below that. That should be, that should be
the first thing on your website, any website that you have.
It doesn't matter what it is, doesn't matter what kind of
business it is. It makes no difference name of
your business at the top, your subheading, which is your value
proposition, and then your mission statement below that
basically just, you know, discusses more about that value
proposition. Like like like.
Does that make sense? Yeah, that does.
It's a flow. Yeah, absolutely.
And it you're just breaking down how to think, right?
Because if you go back to the why on anything, like when I was
going part time, my why was more time with my kids, period.
That's been it. It's about that why.
So every time when my paychecks come in and they're smaller, I
know my why. It's OK.
Like I know why I'm doing it Because for me, my why drives me
to do things differently, focus on different things.
It's the source of everything. So if you create a mission
statement and says why are we doing what we're doing?
Why are we creating what we're creating?
That is the goal. That's what the mission is.
Then you always kind of focus in on that.
Anything that deviates from that, which sometimes you're not
going to know. Sometimes you thought you
thought that EKG course would do that, but it did it.
It didn't provide that, but at least you tried it and you
determine quickly that didn't work and you try something else.
You don't give up. You just go.
You throw a dart at the dart board and go.
That dirty dart didn't. It kind of missed on that and
that's OK. But I think that's the part that
you're describing so well is set up your eyes on what you want,
focus in on your mission, and then do everything to get you to
that goal, right? And that goal has to fill
something, fill a niche, fill a need, close a gap, and then
create something around that. I think that that's what a lot
of nurse practitioners need to hear.
That's really, really good. And then go ahead.
So the value proposition, that is the value that you are
providing the world. OK, so that's like another way
to describe, because a lot of people hear value proposition,
they say, what the hell does that mean?
Yeah, it's good value. It's it's the value that you're
going to offer the world, right? It's what you're proposing.
It's a proposition, right? You're proposing this value to
the world, right. And so that value, if it solves
a pain point, if it solves a problem, then the solution that
your business delivers is seen as valuable, right?
So you have someone who has this real pain in the ass problem in
their life, helps to use Men's Health as an example, right?
You got a 45 year old man who's recently divorced and his Dick
doesn't work because this is a problem.
Like, yeah. He said that's.
The problem for this man? OK, this is a problem.
All right. So if you develop, if your men's
health clinic is going to provide a solution to his
erectile dysfunction, OK, that is a very, very big pain point
in his life, OK, that's a problem.
Your solution is whatever it is to social replacement therapy,
eating meds, whatever, OK, shockwave therapy, whatever it
is, OK, that man is sees that solution as valuable.
So you are proposing this solution to this problem.
That's your value proposition, right?
That's how you got to think about it.
So good. Yeah.
You have to create a value proposition for your business.
Doesn't matter what business is. It could be a course business,
It could be a clinic. It doesn't.
It doesn't matter. So you have to create that value
proposition. Your mission statement is the
actionable part of that value proposition, right.
It's like, how do you explain that?
So if my value proposition is helping your penis work, like
I'm going to treat your erectile dysfunction.
Yeah, Like, yeah, our business is to get you fully functional
again so you can enjoy life, right?
Yeah. Our mission statement is we are
dedicated to men by providing them shockwave therapy, like
dollar function, medication, whatever, to help bring you back
to where you were at 20 years ago, right.
That's my mission. Does that make sense?
No, it totally does. So what you're describing is how
I'm going to solve your problem. That is what essentially what
you're what you're doing. You're saying this is the
problem. I noticed this pain point.
I'm going to provide you the solution through these avenues,
either Ed medication, shockwave therapy, injections, whatever it
is that we're going to do, we're going to get you back.
And you show a guy and he's happy and he's got, you know,
his new, his new side thing. Right.
You know, yeah. Probably side the vodka in to
boot, yeah. And so with the elite nurse
practitioner, our value proposition is to help you break
free from the rat race of modern medicine.
Like that's kind of our value proposition.
I mean, and what's our mission statement To provide you
courses, to provide you content. Our mission is to help you get
there, right? Yeah.
So that's how you got to look at any kind of business.
You can figure that out. You got a business.
Especially if that pain point is actually painful.
A lot of people identify a pain point that's really not that
painful to people. That's not very valuable, right?
Yeah. Just because we think it is,
yeah. Right, right, right.
Right. Exactly.
I'm, you know, I want some dessert, so I'm gonna go to this
ice cream shop and buy some ice cream.
OK? Just because my fat ass wants
some ice cream doesn't mean that me going and getting that ice
cream is truly valuable. It's it's really not a very
valuable solution, Right? Yeah, yeah, yeah.
I'm obese and I want to lose some weight.
If you can help me lose 100 lbs then that is priceless.
That's valuable. Yeah.
Oh, I see. What you're saying too is that
it's finding the problem that's lucrative as well.
That makes a lot of sense. Correct, Right.
Most people, most people focus on the solution.
Most people say I'm going to open up a weight loss clinic,
I'm going to provide weight loss medication, or I'm going to open
up a course business. I'm going to teach people how to
do this. Yeah, they focus on the solution
and they only focus on the solution.
That's the wrong kind of thinking.
Don't focus on the solution. Your, your goal is to focus on
that problem first, focus on that problem and really hash out
that problem to figure out is that problem truly a problem?
And will people pay you to solve it?
Is it is it valuable enough for them to come to you for that?
Right. And so, you know, I see people
starting cash based sick visit clinics.
OK, for someone to pay you enough money to make it worth
your time. Someone hasn't.
Someone has a sore throat, right?
Yeah. Sore throat sucks.
You're not dying. It's not the end of the world.
It's a problem. It's an acute problem that'll
probably go away in three or four days.
Yeah. How much money are they going to
pay you to fix their sore throat?
Right. It's more so than like a penis
that doesn't work like a penis that doesn't work is going to
drive a man to go to the lengths of the earth.
You know, I'm a urology nurse practitioner, so that's what I
do all day. But like, you know, like it's
true, right? Like the the source of the
discomfort is significantly more.
I mean, I've seen them where it's like patients are like 90
years old and he's still, he's like, my wife is 63.
I got to get it up and I'm like, you're 80, not go find a puzzle
and chill, my friend. And she's just sitting there
like, please leave me alone. Like I'm behind and you know,
but it's true when they marry a younger wife and does send them,
it's a really big issue. I'm like, but Sir, your heart's
back. It's fine.
I need to get my penis up. I'm like, Oh my gosh.
So you're right. Like what you're describing, I
mean, again, this is hard for people to hear, but it's true.
Like there is an element of this being a very big pain point more
so than this just being a smaller.
So you've got to manage your expectations on what you think
you're going to bring home, right?
I think that's another part too, is managing your expectations
about what you think this problem is going to bring home.
And if you're OK solving this problem all day long for the
duckets that it brings, fine. But if you want to go into
something where it's like, no, I want bigger duckets for my time,
then you got to solve a bigger problem because that's where the
money is. Correct.
The bigger the problem is, the more money you're going to make
solving that problem. It's as simple as that.
So instead of figuring out the solution, instead of focusing on
the solution, focus on the problem.
And truly think about, is this problem really valuable?
Is this really a problem? Is this really a pain point?
If it's not, you're going to start a business that's not
going to do that. Well, it's just not going to.
So if you should have true pain point, you're going to have a
business that's going to be $1,000,000 business.
If it is a true pain point, if it is a true problem, you will
develop a business that will become $1,000,000 business.
I promise you, you will. Justin that is so, that is so
wise and absolutely monumental. And I don't think I've ever had
anyone say that to me. I mean, that is just blowing my
mind what you're just saying. But I get it.
Like I totally get what you're saying that the harder the
problem, no pun intended, on the penis, but the harder the
problem, the more money and you solve it, the more money you're
going to make. And the way that you solve it
matters. And the way that you overcome
and you improve upon your solution matters and the better
that you are at solving the problem, it matters.
And so, yeah, I think that is an incredible point to kind of land
on for the final question. Oh yeah.
We kind of talked about that, like how's your courses helped
NPS and then what, what do you got next in the line up?
I mean, kind of tell me a little bit about what you got next
coming up for NPS to help them in their journeys.
Yeah, so, so the problem right, with a nurse practitioner is,
you know, you're busting your ass working 4050 sixty hours a
week. You're taking charging home, you
know, and for what, $130,000 a year?
You know, some MPs are able to make $200,000 a year, which is
still real. I mean, that's really good
money. There's nothing to bitch about,
$200,000 a year. Yeah.
What are you sacrificing to get that though?
First of all, right, yeah. You're not working just 40 hours
a week. You don't have a cush easy job.
You're busting your. Ass No, you're you're crushing
it, Yeah. Right, you're busting your ass.
You're giving away your freedom. You're getting exactly, You
know, I, I, I, I was making $200,000 a year working at an
urgent care. Yeah.
At what cost? Seeing 60.
How many hours? Day three, Jeez, 312 hour shifts
a week, so really not that much, but those 12 hour shifts were
absolute hell. No, they're terrible.
Yeah, you're tired. And patients, 80 patients and 12
hours it, it was awful, right? And so, you know, I paid the
price for that. But like for nurse
practitioners, you're sacrificing your life, you know,
and they think that going back to school is going to solve
this. You're just, you're getting away
another two years of your limited life for another
certification or another degree that's not going to really truly
help you out. And so I guess the, the whole
point of this is, is that, you know, we taught people how to
get out of that, to create their own practice, to create their
own business, you know, and like I would teach them certain
things on how to invest appropriately, to have your
money work for you, build passive income streams,
etcetera. And there have been MPs that
I've talked with over the last, you know, five years, multiple
MPs actually, I mean, I'd probably say if I was to
estimate how many MPs I've talked to who've become
millionaires in the last five years, I would say at least
fifty. Yeah, yeah, I've talked to these
people and people, a lot of people, a lot of people have
sold their practices, you know they.
That's how they made it like millionaire standing.
I don't have to work anymore. Correct.
Wow. Geez.
Just I. Mean, I mean their business was
generating two $3,000,000 a year net like profit, you know,
because they got into a market that was not saturated that were
you know that, that there was a need, right.
And so there was someone there was an MPI talked with in South
Texas, in a very rural area of South Texas.
And the town was maybe like 20,000 people.
So not a very big city, right? I mean, 20,000 people.
There's not a lot of people, no. And they opened up, I think it
was, it was, it was a male and female MP, wife, husband combo
thing. And they opened up a Wellness
clinic and they provided weight loss therapy, hormone
replacement therapy, just general Wellness services.
And they were the only show in town.
And they were pretty much the only place in like, the county
that would provide these services.
And people in their county were like farmers, like, this is a
rural place, right? Their clinic went from 0 to
$2,000,000 net in a year and a half because they were the only
show in town. So they delivered a need, right?
They delivered a need in an area that needed it right.
You know it's underserved. Yeah, it was underserved.
And these people, they had a pain point, right?
These people needed treatment for their obesity, their hormone
replacement therapy, whatever. They got into the right place.
And this clinic, you know, I think by the time when they,
when they sold, it was like $2.5 million net a year in just three
years. And they pulled that thing for
like $8 million. They're done and they have been
like miserable. How many years did it take them
to do that? Three or four years.
Jeez man, they're they're done like nuts.
It's possible. Like you can do that.
And so when we MP like they literally took, they just took a
few of our courses, they just gave them the steps and then and
then they took action and did it, right?
I mean, they did it. I didn't do it.
I just gave them some advice. I gave them some information,
right? That's kind of fun.
Awesome. Yeah, but like there's been a
lot of MPs that have, you know, that's, that's what's happened
for them, you know, and it's, it's a pleasure, you know, to be
love that, you know. Yeah, exactly.
Yeah. So it's.
You know, it's awesome. Yeah.
So, so, yeah, I mean, you can do it.
You just got to find the right place.
You got to figure out that pain point, right?
You got to find that solution. That's really where it's at.
So they have no lead MPs doing its thing.
We're still creating courses. We're doing the membership still
we're doing conferences. The conferences are really fun.
I really, really, really enjoy conferences.
It's funny going to get up there and talk in front of, you know,
everyone. So yeah, it's kind of a lead MPs
still doing that. We just released our our
functional medicine certification, so.
For you. Yeah, so just an MP only
functional medicine certification, you know, it's 10
or 12 courses and then a three or three 300 question, you know,
exam you got to take to become certified.
You know, because these other functional medicine schools, you
know, they're not nurse owned, they're not nurse practitioner
focused. They're just, you know, some
chiropractor owns this. You're going to listen to a
chiropractor and get certified by a chiropractor building.
Yeah, yeah, yeah. Aim behind you, some initials,
some letters behind your name and say that you're certified in
functional medicine taught by a chiropractor.
OK, like that. So we so we try to do some of
those more nurse practitioner focus, right.
Yeah, I love that. Yeah, yeah.
And then when's your conference? It's coming up right April.
Yeah, end of the April is our millionaire conference.
So that's how it's, it's a smaller conference, like 50
people, 50-60 people just talking about scaling your
business, growing your business to the next level.
So it's more advanced topic stuff.
And then our yearly conference will be in October, that's going
to be in San Diego, so. Yeah, well, Justin, I just think
you're so inspirational. Every time I listen to you, like
I said, you're just. I just get amped.
I get excited. I'm like, I don't know what I'm
doing. Tear the walls down.
Just like awesome. Thank you so much for your
wisdom. And I'm so proud of how much
work you've done and to see the growth from, you know, even just
from a while ago, you've created conferences and you just are
always growing. And it's so inspirational.
And I'm just like, go, I Rep you to everybody.
I'm like, check out the liquid nurse practitioners are like,
oh, I'm thinking about they're going to lead MP check him out
because he's just you're creating good stuff.
And they're what you're doing is setting people free.
And I'm for that so much. And I'll put all your
information in the show notes so everybody can find you and where
to get all your stuff. I do.
I do rapid fire at the end. Are you down for rapid fire?
These are just fun questions that are like about movies and
silliness. So you can't prepare for that
just. OK.
All right. If you had to pick a person to
play you on TV, who would it be? Matthew McMahon.
Hey, I guess. OK, yes, yes, OK.
And then if you had to give a book to someone, what book would
it be? Yeah, the power, The Power of
now. The Power of now by Eckhart
Tolle, he's like a prison kind of guy.
It's called The Power of now. Basically.
It really changed my perspective on life, essentially.
The power of now, it essentially teaches you how to just be
present, right? Like just be present in this
moment right now because this is the only moment you truly have.
What you have right now is is right now.
I might walk out of this to get my car and to hit my car and die
like that. That could happen, right?
So truly enjoy what you have right now.
Live in the present moment. Living in the past is stupid.
It's done, it's gone. It's never going to change.
It happened. You can't do anything about it.
The future hasn't happened yet. Why worry about it then?
You, you, you can't do anything about it, right?
You know, there's all these people are freaked out about
Donald Trump and what's going to happen to the United States all
why are you worried about it? You can't do anything about it.
You have no idea what's going to happen 5, three years from now.
You have no idea. All you have is right now.
So why don't you worry about right now?
Why don't you just live in the moment?
And so if you can live in the moment, the way he, the way he
frames it in the book is is if you can live in the moment, you
can be present, you will literally cure your depression
and your anxiety because depression stems from the past,
anxiety stems from the future. So if you live present, those
things aren't a problem for you anymore, right?
And so do they. It's a great book.
Listen to it like it's an audience, Like I'm gonna do it.
No, I'm gonna do it. I'm doing it.
And the most present teacher are your children.
I have never noticed anything more than how present my kids
are. And it reminds me to constantly
be in this space right here, right now with them.
And I find that you're right. So many of the anxieties are
cured by just sitting outside and playing sticks with my kid
and just hitting sticks and throwing, you know, the ball
with him or whatever it is that I'm just living in that moment.
It is. There's so much joy, and that's
why it's called the present, right?
It's a gift. It is a total gift for this
moment right now that we're in. And yeah, that is such great
advice, right? How many times have you played
with your kid? I'm just a question for you.
You're playing with your kid, right?
And you know he or she is just absolutely loving playing with
these blocks or whatever, right? They are completely present.
They are not thinking about anything else other than those
blocks and you're watching them. How many times have has your
brain, has your mind been thinking about oh, your business
or something from the past and you're like, you're not even
present enjoying your kid. How many times does that happen
to you? Because I know what happens to.
Me all the time, all the time, all the time.
It's something that like burdens me a little bit because of the
fact that we, I run a business and I run the podcast and I'm
running all these things and it takes so much energy to go.
I'm not worried about that. I'm not worried about that right
now. I have to.
It's almost like a constant swatting, like swatting it away,
like Nope, Nope, Nope. And that maybe goes a little bit
back to that monkey mind of like, I got to get this, you got
to get this together. Can we do something else?
And so it's just like a meditation of like, be right
here, right now. Nope.
And there's almost a presence that I have.
And I know this is like not even part of the podcast, but we're
going off on it to believe that things are going to be working
in the background despite what I'm doing.
Like sometimes I constantly believe I need to be working on
something. And I get reminded when
something happened serendipitously that it's like,
I didn't even have to do that. I was spending so much energy on
this and worried about this ended up solving itself.
And there's so much that in Pride we think that we can fix
like, oh, I'm getting it. It'll be, it's like, oh, maybe
if you just let it go kind of like with our patients, you just
stop injecting yourself with that.
Like it'll probably get better on its own.
So like, I totally hear what you're saying.
I completely agree. And it is a challenge that I
have to deal with every day because of what what we do is
for my job and what I'm processing all the time.
So yes, yes. And then the final question,
what was your very first job ever, Justin Like, I want to
know like what is like baby Justin 15.
I don't know how what your child labor laws.
I don't know how old you were when you started working.
What were you doing? What's your first job?
I was 16 and it was at Old Navy. Oh, you're Old Navy.
You were. Sullivan Denim.
Shut up. Yeah.
So this could have been in 2000 and I don't know, 2001 or
something like that. I was still with ice.
I graduated high school in 2003. So I think it was my sophomore
junior year. And so it was like my first job.
It was like the summer between sophomore, junior year or
whatever it was. And yeah, so I worked at Old
Navy and like back then, you know, all the people in Old Navy
would wear the little, you know, little and stuff.
So, you know, pay an IO5, you take it, you know, check the
price on this little kids shirt or whatever, you know, and.
He's running, he's running. Catch it.
He's taking that shirt you got to get.
So that like, yeah, so that was my first job and I was just a
total punk. I mean, just a total punk.
Like, like someone would be at the cash register and be like,
you know, they, they, you know, they get on the mic and they
would say like, you know, whoever, you know, I don't know.
Jake, in children's section, can you look at, you know, this blue
shirt and give me the price? OK, yeah, one second.
And like, I'm sitting there like in the men's section or
whatever, like listening to this.
And then Jake would get on and be like, yeah, the price is.
And then he'd start talking. And then I would just like click
them, click it. So he'd be like, price is 5.
Thank you. Why?
So I wouldn't sit there and do that all the time.
Like I, I, I did it all the time.
And people would be like who, who the.
Do in them stop that like. Never Larry Tyler.
Like I mean, I'll just out a total tongue.
I got fine. I got fires from that job.
No surprise surprise me about. Four months, I think.
Yeah, for the success MP quote of the day.
The distance between insanity and genius is measured only by
success. So that is by Bruce Bernstein.
I thought that was a good one. So have a good one, guys.
All right, guys. Well, thanks for joining me on
the podcast. Thank you Justin for your time
and your energy as always my friend.
You're welcome. It's a pleasure.
Thank you. Take care.
Thanks for tuning into another episode of Success and P.
We hope today's discussion has shed some light on the diverse
career options or taught you how to improve your clinical
practice as a Nerf practitioner. Remember, whether you're
considering a specialization, pursuing advanced
certifications, or exploring non traditional roles, there's a
wealth of opportunities out there waiting for you.
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