I recently read a newsletter from Alex Hormozi talking about how customers want a thing (ham) but they actually need something else (garlic). And it is our job to navigate this. So I thought about how I could make it relate to dentistry and aligners. I came up with the following story... A patient begged his dentist for straighter teeth. The dentist said yes, but only if the patient promised to wear his retainers. Deal. A few months in, the patient panicked. The teeth weren’t tracking. “Add...

Most dentists fail to convert existing patients into aligner starts for one simple reason: they do not offer it. They fear the patient will ask, “Why did you not tell me this before?” But the truth is you just did not know how before. You are allowed to grow and improve. Here are 3 simple tactics to convert existing patients into aligner starts: Cracked teeth. If a patient is repeatedly fracturing molars, evaluate their bite. Even distribution of forces through alignment is the long-term fix....

I used to think growth meant taking on harder cases. That is what I saw other dentists doing with implants. They would start with a single tooth, then graduate to multiple teeth, and eventually full arch cases. Complexity stacked, and so did their confidence. So I assumed aligners worked the same way. But it did not take long to realize they don’t. Here is what I noticed. On Instagram, the dentists posting complex aligner cases were not celebrating at the finish line. They were relieved. More...