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  • Mike DiFrisco

What Makes You (and Your Practice) Authentically Tick?

The most common answer to the question, “What business are you in?” is a noun. "I'm a dentist." But who are YOU, really? Not, “what you do” but who you—and your business—REALLY are.

By the way, the answer, “To make a profit,” or “To make money” is not really an answer. That’s like saying the point of life is to eat. It’s backward. Yes, you have to make money—and hopefully a nice profit—to keep your practice open and your team employed, but it’s not WHY you went to dental school.


Remember: your best competitors have got this figured out. To ensure that your dental practice becomes an authentic and trustworthy radical, you must create clarity around the “why” of your practice; not just the “what.”

Answer the following questions to understand your authenticity. What is important to you?

What do you think about?

Why do you come to work every day?

What good do you do in the world?

What is meaningful to you about your work?

What are you proud of?

What do you stand for?

Now, use those answers as the basis for building your relevant, authentic, and differentiated dental brand.

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