Own the Principle
by Sherman Trustee Joe Borio, D.C.
The direct and piercing truth is that all the gadgets, marketing, office procedures, handouts, fancy offices, and management companies you work with will fail to bring you true success unless you own the principle of chiropractic.
If the big idea has not resonated in the deepest part of your thoughts and every fiber of your being, then you’re just going through the motions and working your way through till the weekend or, even worse, retirement. The saddest parts of not owning the principle are the lives unchanged or lost to ignorance or fear, as too many chiropractors carry the D.C. but never tell the story.
I have heard many reasons for not telling the story or sharing the principle over the past 20-plus years from friends, colleagues, presidents of chiropractic colleges and clients, but if we are to rise up from mediocrity, we need to find a way and stop making excuses.
Maybe it’s the fear of being laughed at or not handling a confrontation well when being challenged. So you go to work and start off Monday morning with the intention to make a difference, but by Thursday, you are watching the clock as it inches its way through the day until 6 p.m.
Here is the hard truth: When you tell the story, some patients will laugh, some will reject you, and some will tell you what you want to hear just to get a few adjustments. Some patients will get mad and yell, and some patients will take advantage of you, never to return.
The fact is, as you practice over the years, you will make mistakes, you will make some poor decisions, and you will probably make a fool of yourself more than once. The best part is, that is as bad as it gets!
What you might not realize is that you’re just one conversation away from helping the mother with her child, or the old man with Parkinson’s, or the man with ulcerative colitis, or the baby who could die without care. Do you realize how many lives you are capable of changing with what you know how to do?
It’s not that you’ll never be afraid or scared at times, but owning the principle will always get you through. A great teacher in college once told me that when people call a chiropractor for help, they want something different. Don't disappoint them.
Listen: Your success as a chiropractor and the true success of the lives you touch will be measured by your ownership of the big idea! I recently listened to doctors Tom Colleton and Chris Kent at the New York Chiropractic Council Convention as they explained chiropractic in scientific terms for eight hours.
These men own the principle and can stand in any room in front of any group of people and, without hesitation, articulate the reason that every man, woman and child should be adjusted for the rest of their lives!
Despite this awesome, life-changing knowledge, too many chiropractors and institutions want to limit what we do as back and neck pain treatment.
Rule number one: Never treat anyone. Care for them now and for the rest of their lives.
Rule number two: Start telling all your patients the story of Harvey Lillard so they can understand that something amazing and wonderful is happening to their nervous systems when you adjust them, each and every time.
Rule number three: Go buy framed pictures of D.D. Palmer, B.J. Palmer, and Harvey Lillard and hang them up so that patients will start asking you who they are, giving you yet another opportunity to tell the story. Share the philosophy of chiropractic with every patient, and wrap it in science with pictures of functional MRIs and DNA and blood pressure cuffs so their minds are nourished with the principle.
Understand that every patient is not going to get it; even after Christopher Columbus came home with proof of his voyage, most people still believed the earth to be flat. But when challenged, Columbus stared into the face of fear, rejection, ridicule and imprisonment and stood on truth, regardless of the consequences. Remember, having courage doesn’t mean you’re not afraid. In fact, it’s just the opposite; it means you’re plenty afraid but you still choose to act in spite of it!
Chiropractic needs us to be courageous if we are ever to grow. We have been on the defense for so long, scarred and healing from all past battles. Yet here we are! The hard work is behind us.
Chiropractors can open a practice anywhere in the country and hang up a sign to offer a life of service without the fear of going to jail. Honor those that paid the price for all of us. Draw strength from their courage, and know what you do every day makes a difference.
Own the principle, because it is the true philosophy of wellness and healing.