Stuck "IN" Your Chiro Practice? HERE'S How to Escape & Scale

Transitioning to a CEO Mindset

• Work on the business, not just in it. Dr. Cole recognized that focusing only on patient care was like having his "hand on the crank" of the business; as soon as he let go, things would slow down or stop. The key was to transition from being solely a practitioner to also being a CEO.
• Delegate and overcome ego. Delegation is one of the hardest parts of this transition, often because of ego or the belief that you can do it better. Dr. Cole advises asking yourself what you're willing to give up—maybe accepting something that's "80% good" instead of 100% perfect—to free up your time for higher-leverage activities.
• Schedule dedicated "CEO time." Dr. Cole blocks off specific time each week to take off his "doctor hat" and put on his "CEO hat." During this time, he focuses on "important, not urgent" tasks like planning, team meetings, and working
  on the business. He believes the most valuable part of this time is
  planning—setting long-term goals and then working backward to define the steps to get there.

Team Building and Culture

• Build a team around shared values. A strong team and culture are critical for long-term success. Dr. Cole's practice has strong core values, including putting the patient first, communicating with integrity, being on time, and being coachable, which he believes attracts the right people and encourages them to stay.
• Leverage your physical space. Instead of immediately opening multiple locations, Dr. Cole advises maximizing a single building by expanding hours and hiring more doctors to optimize the space and equipment. This approach allows you to spread the overhead among more people.
• Prioritize communication with team huddles. Daily and weekly team huddles are "critical" for a high-performing team. These meetings provide a space to check in on everyone's mindset, review key statistics, provide encouragement through "attaboys," and quickly address issues before they fester. Dr. Cole explains this helps "keep those really short accounts" and prevents minor issues from becoming personal resentments.
• Adopt an innovative hiring process. For support staff, Dr. Cole has a unique group hiring event. He brings a number of candidates into the office at the same time to give them a tour and then conducts short "speed dating" interviews. This process saves time, allows him to observe how candidates interact, and creates a sense of exclusivity for those who are selected.

Final Pieces of Advice

• Honor and respect core principles. While technology and practice growth models may change, a stable organization is built on core principles of leadership, patient care, and serving others. Dr. Cole's father built a long-standing, stable practice by adhering to these principles.
• Get coaching and find a mastermind group. To avoid burnout and continue growing, Dr. Cole stresses the importance of having a support system for yourself. He meets with a mastermind group of other practice owners every month to coach each other, bounce ideas, and stay accountable.