Being Bold When Others Are Cautious

Podcast Transcript

If you’ve ever wondered how to make bold but smart decisions that help you grow your career as an osteopath—whether you run your own clinic or not—you won’t want to miss this. I honestly wish I had read this book before opening my clinic in 2017. Back then, I was trying to figure out everything on my own, and looking back, I can see how the lessons in this book could have helped me make better choices and avoid some unnecessary mistakes.

The Outsiders by William Thorndike offers a new way to look at things. The book is about 8 CEOs who did things differently and succeeded in a big way. Their secret is centred around making smart choices, focusing on what matters and not following the crowd.

This is Behind The Osteopath. I’m Alan Zaia. I’m an osteopath and Founder & CEO of Osteohustle where we bring osteopaths together to plan, build and grow your dream career.

Behind The Osteopath is centred around the idea that you should never open a clinic without fully understanding what it takes. And a part of that means me covering another 10 books I believe every osteopath should read.

The Outsiders is book 20 in the series. I first read this in 2022 and I re-read it again for this podcast. If you find value in what I’m doing, please rate it, share it with your osteo mates, your principal, associates, Facebook forums and social media—all that good stuff. Thank you.

It being the last book of the season means that if you want season three, I’m looking to get to 65 reviews. We’re currently at 63 so if you’ve learned anything from any of these episodes and you’d like more, please consider leaving a 5 star review. Thank you.

Thorndike starts the book by explaining that this is about huge multi-national companies with lots of staff and pretty much unlimited money, but the lessons can still help us as osteopaths because you don’t need a big team or loads of money—you just need to make smart decisions and manage your time well.

Thorndike says: “The most successful CEOs aren’t the ones who make headlines for flashy decisions—they’re the ones who quietly focus on what really matters.” This shows that success isn’t about showing off—it’s about staying steady and making good choices.

As always, read the book for yourself because I won’t cover everything in a 30-minute podcast. Alright, let’s dive in.

Lesson 1: Be bold when others are cautious

One of the standout lessons in The Outsiders is how the CEOs capitalised on opportunities when others held back. Thorndike explains that these leaders didn’t follow the crowd—they took calculated risks when everyone else was playing it safe. This approach can be applied to your clinic as well.

For example, if a new gym opens nearby, that might be a great time to build a mutually-beneficial business-to-business relationship with them. While some clinics may be playing it safe because they’re worried about change or risks, you can take a proactive approach. You could write a blog for your website or theirs about common CrossFit injuries and how to prevent them, offer a talk on how osteopathy can support active recovery, or even consider renting a room there to set up a satellite clinic. This helps you get involved with the local community in a positive and helpful way, showing that you’re ready to seize opportunities rather than holding back.

Of course, being bold doesn’t mean being reckless. These CEOs didn’t act without preparation—they understood their financial position and knew they could handle the risks. This is why it’s important to review your cash flow and have a financial cushion.

Ask yourself:

• Is there an opportunity right now that others are hesitating to take?
• Do I have the resources or support to make the most of it?
• Can I make this move without putting my clinic under unnecessary strain?

If the answer to these questions is yes, this might be your time to move forward while others wait.

Lesson 2: Don’t try to do everything yourself

The CEOs in The Outsiders didn’t try to control everything. Instead, they trusted their teams to make good decisions.

For clinic owners: You don’t have to do everything alone. If you’re a solo practitioner, you can still reach out for support from trusted osteopathic colleagues, a mentor or a business coach. Getting an outside perspective can help you see opportunities you might have missed and ease the pressure of trying to manage every detail by yourself. If you have associates, it’s important to create a space where they feel comfortable sharing ideas and contributing to the clinic’s success. And yes, compensation is a part of this conversation—things like bonuses or a higher percentage split can motivate associates and show that their input is valued. But because it’s a more complex issue, that’s a topic for another podcast.

For associates: You’re part of a team, but you might feel like you need permission to suggest ideas. The truth is, most principals want to hear ways to make things better. When you speak up and show you care about improving the clinic, it can build trust and open new opportunities. Even if you’re working independently or across multiple clinics, reaching out to peers or joining discussions with other osteopaths can give you helpful insights.

Thorndike says: “Micromanagement stifles growth. Freedom with responsibility breeds creativity.” This means that trying to control everything slows you down. Giving people room to share ideas and contribute makes the whole team stronger.

Think of one way you could ask for help or connect with someone who could support you. Whether it’s sharing an idea, asking for advice or discussing patient engagement strategies, take the first step.

Lesson 3: Think long term, not short term

The leaders in The Outsiders didn’t focus only on quick wins. They built things that lasted, but that doesn’t mean quick wins aren’t useful—they can be! The key is not to get pressured into making fast decisions that feel good in the moment but don’t actually help in the long run.

Quick wins can sometimes provide momentum and motivation, but they should be part of a bigger plan. For example, a special offer might be helpful to introduce new patients to the clinic, but relying on discounts regularly can make your services seem less valuable.

As osteopaths, it’s about balancing immediate actions with long-term goals. Whether you’re setting up better processes to run the clinic more smoothly, learning new features in your practice management system, or finally making those marketing changes like updating your website or sending that newsletter, think about how today’s decisions fit into your future success.

Thorndike says: “The best leaders are patient and deliberate, knowing that short-term sacrifices lead to long-term gains.” This shows that real progress takes time and patience.

Think of small sacrifices you could make today, like spending time to document the process of hiring a new practitioner or learning how to use a feature in your practice management system. The great thing is that many of these tasks only need to be done once, or at least only need updating after a long time. For example, once you have a clear hiring process written down, you can reuse it every time you need to bring someone new on board. While these tasks may take time up front, they can save you time and stress later. Was your last decision aimed at a quick result, or did it lay the groundwork for long-term success? What could you do differently next time?

Lesson 4: Keep track of your cash

The CEOs in The Outsiders didn’t just focus on profits—they paid attention to cash flow. Cash flow simply means the money coming into and going out of your clinic. For many osteopaths, cash flow often gets translated into “how many patients do I need to treat to cover my rent, subscriptions or other expenses?” While this approach gives you a general idea, it’s not the full picture.

It’s easy to lose track if you’re only focused on patient numbers without reviewing your actual income and expenses. If you’re not great with numbers, that’s okay. You can work with your accountant, business coach or even use a structured checklist to make sure you’re staying on top of things.

Here’s how to approach it:

• Make a habit of reviewing what’s coming in and going out every month.
• Track how many patients you see but also how much you’re earning and where that money is going.
• Have at least three months’ worth of savings to help you handle slow periods or unexpected expenses.

Understanding cash flow isn’t just for clinic owners. Associates can benefit from knowing when a clinic is doing well or facing tighter times. This can help you know when to ask for support, propose ideas or prepare for changes.

I promise you that knowing your numbers gives you the confidence to make smarter decisions and avoid surprises.

Lesson 5: Be clear on your priorities

One of the most important lessons from The Outsiders is how to evaluate opportunities by calculating the potential return and comparing it to the risks. Thorndike describes how the CEOs would use a ‘hurdle rate’—basically, the minimum return they needed before committing to any investment—and rank their options to decide what was worth their time and money.

For osteopaths, this can apply to everything from deciding whether to hire a new practitioner to expanding your treatment space or investing in a new piece of software. Before making a big decision, ask yourself:

• What result do I need to make this worthwhile?
• What are the risks and how can I reduce them?
• Is this something that aligns with my long-term goals, or am I being pressured into it?

By using conservative assumptions—meaning you plan for things to take longer or cost more than you hope—you can avoid disappointment and make better choices.

One way to be clear on your prioritise is to create a simple system for reviewing big decisions, whether it’s a checklist or a quick meeting with your accountant or mentor. Even small improvements, like adjusting your website or starting a new marketing strategy, can be evaluated this way to make sure it’s worth the effort.

Lesson 6: How you spend your time and money matters

Thorndike explains that the main job of a leader is deciding how to spend resources like time, energy and money in the best way.

For osteopaths, spending money isn’t something we’re always comfortable with. Many of us self-fund and rely on small savings, loans or grants to get started. We might avoid spending on things that could help because we’re afraid of wasting money.

So instead of thinking about spending more, focus on making the most of the budget you already have in a way that makes sense for your clinic. Ask yourself:

• Are you using marketing to reach the right people without wasting money on things that don’t bring in new patients?
• Are you finding small ways to make the patient experience better, even with a small budget and therefore increase word-of-mouth referrals?
• Are you setting time aside to review what’s working and making adjustments as needed?

Thorndike gives the example of Warren Buffett, who became one of the most successful investors by focusing only on things that made sense for the long term. He ignored what was popular and stayed focused on what worked.

For you as a clinic owner, this could mean doing an audit for where your money and time go and sticking to it. If you’re an associate, think about how you spend your work hours. Are you taking time to improve your clinical and communication skills? Are you getting the most out of being an associate in a clinic where you’re with people you can learn from? Are you having conversations with your principal to see how you can help grow the practice as well as your patient list? Same goes for principals — are you doing the same with your associates?

Thorndike writes: “Exceptional leaders measure every expenditure of capital as if it were their own money.” For most osteopaths, who often self-fund their clinics and work with limited budgets, this means thinking of every expense as something valuable and making sure it’s used in a way that supports your goals and patient care.

Overall, it’s not just about cutting costs—it’s about spending where it matters most. Work with the budget you have and track what you spend. Ask yourself, “Does this help me build a better practice and move towards my goals or is it something we don’t need that doesn’t affect the quality of the current patient experience?”

Summary

The big message from The Outsiders is that success doesn’t come from copying others. It comes from making good choices that match your values and focusing on what really matters.

Remember, this is your journey. Don’t feel like you have to do things the same way as everyone else. Use what works for you and leave the rest.

If you found this episode helpful, please share it and leave a review. It really helps.

And if you’re finding it hard to plan for the long term, check out our coaching and branding services. The link is in the description.

Thank you for listening. Hopefully I’ll see you for season 3! Cheers.