One of the most important attributes you can possess in life and in business is self-awareness and the ability to accept your shortcomings so that you can focus all of your attention on your strengths.
Perhaps this is stating the obvious, but most orthodontists don’t really know or embrace who they are or what we are as a specialty. Sure, we can all talk about what we do, how we do it, and a good number of us probably have a general understanding what their mission statement and practice culture is about. However, many fail to understand and align every touch point in their practices with their strengths, and they’re not even sure where to focus.
Stop Trying to Be Everything to Everyone
Conventional wisdom tells us that the path to a successful practice is by connecting with a broad and diverse market; however, much like our personal lives, this is simply not reasonable or possible. You cannot be all things to all people, and neither can your practice.
People seek you out for treatment because they connect with you; they believe in you. Without this connection, treatment is nothing more than an impersonal, pragmatic decision based on whoever is offering the least expensive deal.
This simple truth is precisely why understanding who we appeal to and why we do what we do is so important. It is the difference between being marginal and exceptional.
On the road to self-awareness, start by asking yourself these questions:
- What are your/your practice’s strengths and weaknesses? Know them and then focus appropriately.
- What is your/your practice’s personality? Embrace it and talk about it.
- Who relates best with your story? Understand your audience and why/how people connect with it.