Natalie Dawson

It shouldn't be

The dentist being in the person's mouth.

You cannot have 12 dental clinics and still be the person that is helping the person floss and making sure that they're flossing, right?

Mostly hygienists help dentists with that.

But you have to get out of the doing of your business and you have to get into the scaling of the operations of your business.

And those are just skills that you don't currently have.

And what is that skill?

It's a tactical skill.

And the skill is opening up their calendar,

looking at what they do every single day, duplicating through process creation, what it is that they do that makes them a special snowflake in their mind.

Because every business owner thinks that they're the only person that can talk to their customer.

They're the only person that their clients will listen to.

Nobody is ever going to be able to service their patient like them.

That's what they think.

And so they create those conditions instead of saying, no, I'm going to objectively look at where I spend my time.

And out of all of the things that I do across a 50-hour work week, there are specific things that are not the highest value for me to continue to do, but I would have to train somebody how to do that thing flawlessly.

It is not about hiring somebody who's going to know how to do that thing.

That's where they fail.

And then they lose confidence because they think some magical unicorn employee is just going to come into their lives and take this thing that only they know how to do and actually be able to do it.

Of course they can't.