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Big heads up to Shaun Sellars for inventing this concept and allowing (when I say allowing… I haven’t asked him yet!) me to steal it for a blog.

Shaun and I discussed this in a recent video and on the Incisive Decisive podcast and it’s Shaun’s idea about how we use CPD and PDP to influence our practice.

It basically is a concept of just taking the information you get, looking at your deficiencies or areas for improvement and just altering your course in the right direction, just making sure you’re still flying to the place you want to fly to.

It’s the whole aspect of renaming something again to make it easier to understand.

So, this week is the start of The Campbell Academy Business Course 2019 (volume 3 of our year business course)

It’s too late to get on it now but you should have been because it’s fantastic. This is one of the best things I get to do, working closely with a relatively small group of practices and developing over a year. I don’t think there’s anybody who’s done this course yet who hasn’t noticed an extraordinary difference to their business as a result of the collaboration they have encountered with other practitioners.

The first two days are an introduction, not only to the course, the content, the philosophy, but also to each other and a chance to get to know the group of people you’ll be spending a year with, both in teaching sessions and also in an online community.

This is an intensive course with projects and homework and all sorts of stuff to do and it’s not just intensive for the delegates that attend, it’s pretty heavy going for us.

What it does allow though, for me, is to work with these guys and also reflect on my own business and my own practice to correct my own course where necessary. This is now my once a year where we get to re-examine the ‘why’ of what we do and although it’s now old and many people talk about it, the Simon Sinek ‘start with why’ is one of the most important things we do on the course and one of the most important places to start.

This is very much like Stephen Covey and ‘The 7 habits’. If you spend the time to actually define why you are what you are and the essence of what you do, it passes out into everything else and allows you to keep in the right direction. So, at this time of year I go back to the ‘why’ of The Campbell Clinic. We set this up some years ago and talk about it as a team often and everybody understands the philosophy of the business and what we are about.

The Campbell Clinic ‘why’ is below:

‘The Campbell Clinic exists to positively improve the lives of as many people as possible through the work that we do and the example we set’

This then passes down to the ‘how’ of what you do and then the ‘what’ (as in Sinek’s video)

The wonderful thing about the business course is that it schedules this in for me without me actually thinking about it.

On Wednesday I will talk to another set of practice owners and practice managers about this philosophy and I’ll help to guide them to write their own philosophy (whatever that might be) to start the process of setting the foundations for their business for the next three years.

Sinek’s TED talk became a book which became and industry in itself. When you talk about ‘start with why’ people roll their eyes now as if it’s something that has no meaning anymore but it’s still the same as it was when it was first done!

Just because you’ve heard it before doesn’t mean it’s worthless. In fact, it gets stronger and stronger the more you refine it and revise it as the years go by. It corrects your course because it’s so easy now to get shunted off course in one direction or another.

Blog Post Number: 1931