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It’s a club that you are creating, an exclusive, members only, waiting list approved, dead man shoes, executive club.

But instinctively you knew that, or at least you knew what you wanted.

The business that you’re creating is a club.

Your customers (patients, always in my case) only get to be members of the club, if they play by the club rules.

We make promises to them and we keep those promises and they make promises to us.

If they lie, or swear, or refuse to pay for things that we have provided, or repeatedly turn up late, or shout at our team, or tell us that they’ve lost trust, they don’t get to be in the club anymore.

It’s fine not being in our club, it’s fine to go to someone else’s club, where the rules are more suited to you.

The club “principle” obviously, also, and in particularly, applies to your team.

The benefits of being in the club are this, that the rules of being in the club are here.

If you decide not to play by the rules, its ok to leave the club.

The same thing applies to suppliers and anybody else you might work with.

We create extraordinary benefit for the team that work with us, for the patients who come to see us, for the dentists who collaborate with us.

It’s quite alright though, if the rules for the club aren’t for you, its fine, it’s absolutely fine to go somewhere else.

(Remember that 75% of people who join a gym, never use it. What you’re looking for are the 25% who want to engage to be in a club.)

Blog Post Number - 2014