What You Already Explain Every Week Could Be Reaching Far More People Than It Is
The protocols, the exercises, the things you walk patients through at almost every appointment — that knowledge has value far beyond your clinic walls. Here's what that could look like.
The Conversation That Started It
Not long ago, I was talking with a practitioner who works with a lot of infants and young families. As we were chatting, she started sharing some of the exercises she teaches parents, the protocols she's refined over the years, and the things she finds herself explaining at almost every appointment because they make such a difference in the outcomes her patients experience.
You could tell this wasn't something she had pulled from a textbook and started using last month. This was years of working with families, seeing what worked, seeing what didn't, adjusting her approach, and refining it over time. Patients came to her specifically because of how she approached these challenges and the results she was helping them achieve.
At one point she said, "I just wish I could get this information to more people."
Because she simply knew how valuable the information was and wished more families had access to it.
Then she followed it up with something I hear all the time.
"I just don't know where I'd even start. I don't know if it's something that could be packaged."
And that's where this entire conversation begins. (I get so excited about it every time, because I can see the potential!)
You're Probably Closer Than You Think
One thing I've noticed after having these conversations with practitioners is that they often underestimate how valuable their own knowledge really is.
The things they explain every day start to feel obvious because they've been doing them for years. The protocols they've refined, the recommendations they make, the questions they answer over and over again—those things stop feeling like expertise and start feeling like common sense.
But they're not common sense.
They're the result of years of experience, observation, trial and error, and working with real patients.
The practitioner I mentioned earlier wasn't lacking expertise. If anything, she had more than she realized. The challenge was that she had been sharing it for so long that she no longer saw it the way someone else would.
Have you ever stopped to think about how many times you've explained the same thing over the course of your career?
The same protocol.
The same exercise.
The same recommendation.
The same answer to a question that comes up over and over again.
What feels routine to you is often brand new information to the person sitting across from you.
The knowledge you've spent years developing, testing, refining, and explaining is still incredibly valuable because your patients haven't spent years immersed in it the way you have.
I think that's why so many practitioners overlook opportunities that may already exist inside their practice. The thing they're most qualified to teach is often the thing they don't think is teachable because it has become second nature.
The knowledge doesn't stop being valuable the moment a patient walks out the door.
It just stops traveling.
What This Can Look Like For You
When people hear conversations like this, they often jump straight to the idea of creating a giant online course with dozens of modules and months of work behind it.
Could it become that someday?
Sure.
But that's rarely where I encourage people to start.
Most of the time, we're simply looking for the easiest way to get valuable information into the hands of more people and see if it resonates.
Sometimes that's a simple video series that answers the questions patients ask most often. Sometimes it's a resource patients can refer back to between visits. Sometimes it's organizing a process you've already been teaching for years into a format that helps people access it outside of an appointment.
For the practitioner I was talking to, that might look like creating a short series of videos that walks parents through the same exercises she teaches every week. Families could revisit them at home, share them with a spouse or caregiver, and feel more confident supporting their child between appointments.
A prenatal chiropractor could package the stretches, recommendations, and educational pieces she already shares with patients into a resource that supports them throughout pregnancy.
An acupuncturist might create a membership where patients receive ongoing education and support between visits so they can stay engaged in their care.
The format isn't really the important part.
What's important is recognizing that the value already exists.
You're not creating expertise from scratch. You're taking something that has already helped people and making it more accessible.
Then we get to see what happens.
Do people use it?
Do they find it helpful?
Do they want more?
Would they pay for it?
Those answers tell us far more than spending six months building something in isolation and hoping people want it when we're done.
How to Know What to Build First
One of the most common questions I get is, "How do I know what to create?"
Usually, the answer is much simpler than people expect.
Start with the thing you explain most often.
The question patients ask repeatedly.
The recommendation you find yourself writing down over and over again.
The protocol patients always seem to need extra support around.
The handout you wish everyone would actually read.
Those are often the best clues because they've already been validated by real people. You don't have to wonder whether someone wants the information because patients are already asking for it every day.
Before building anything significant, I usually encourage practitioners to share their ideas with a handful of patients they trust. The people who already see the value in their work. The people who regularly ask for more guidance. The people who wish they had greater access to their expertise between visits.
Ask what would be helpful.
Ask what they wish they had understood sooner.
Ask what they still struggle with.
That feedback has a way of shaping something far more useful than anything we could create in isolation.
What Changes When It's In Place
One of the reasons I love helping practitioners think through these opportunities is because the impact usually extends far beyond additional revenue.
Patients often arrive more informed because they've already been exposed to the concepts and recommendations that support their care. They understand the basics, they're more engaged in the process, and they're able to get more out of the time they spend with their practitioner.
The practice also starts reaching people it never could have reached before. Families in other cities. People who aren't quite ready to become patients yet. Individuals who discover a resource online and eventually find their way into the practice because they connected with the information first.
And yes, over time it can create an additional revenue stream that isn't directly tied to clinical hours.
Not because the goal is to replace patient care.
For most practitioners I talk to, that's not the goal at all.
The goal is usually more freedom, more flexibility, more impact, or simply the ability to help more people without needing to add another ten hours of appointments to the schedule.
The beautiful part is that the thing making all of that possible is often something they've already been teaching for years.
The First Step Is Simpler Than You Think
If you've ever found yourself saying, "I wish more people knew this," there may be more opportunity in that statement than you realize.
The first step isn't building a course.
It isn't creating a membership.
It isn't spending months creating content.
The first step is identifying what you already know that consistently helps people and getting clear on who would benefit most from having access to it.
That's exactly why I created the Expansion Audit.
It's designed to help you identify your current stage of growth, uncover opportunities that may already exist inside your practice, and point you toward the next step that makes the most sense for where you are right now.
Ready to See What's Already There?
Take the free Expansion Audit and discover your current stage of growth, what's creating the most friction in your business right now, and where your greatest opportunity may already be hiding.
You might be surprised to discover that the next stage of growth isn't something you need to create from scratch.
It may already be something you're teaching every single day.
Want more like this? Every post in this series is about building a practice that works for your life, not the other way around.
