A series of No B.S. Articles by: Dan S. Kennedy
I want to tell you a few things about DIAMOND Luxury Member Dr. Dustin Burleson, who is also a client of my client, Silver Member Jay Geier, and is or has been a client of my Titanium Member Dr. Tom Orent. Dr. Burleson is a Renegade Millionaire orthodontist.
He found me as so many have via referral-of-sorts from another thought leader. In this case, Gold Luxury Member Jimmy Vee’s mention, in a book about marketing for dentists, of Bill Glazer’s book, which in turn referenced my books – and, as Dr. Burleson put it, once he read one of mine, he was hooked, got them all, and has been an active follower ever since. I call this “swimming upstream to discover Dan”. It’s how a lot of GKIC Members got here, and it is neither as accidental or random as it may sound. That’s not my point here, but I wanted you to understand The Path itself; how Renegade Millionaires operate. They are much like cats given a ball of yarn; they look for any loose end and unravel it. They are always engaged in curious discovery. They are interested in the genealogy of ideas. The minute they encounter a smart person, they are curious about what other smart and potentially useful people he has around him, behind him, and what other smart people influenced him; then, when they find those people they are again interested in what other smart and potentially useful people they have around them, behind them, and what other smart people influenced them. Etc. This often leads them upstream. It may be two or twenty strings before they find something in the unraveling that contributes greatly to their progress and wealth. Occasionally they unravel an entire ball only to find nothing there. This never dissuades them from methodically unraveling the next one. If this is not your earnest behavior, know that it IS for Renegade Millionaires.
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Dr. Burleson aggressively used everything he could learn from me and GKIC and the others – even that which had no direct connection to an orthodontic practice. He brought ideas from diverse fields, places and examples outside his profession to his practice. This is key. Few breakthroughs bubble up out of an already made pot of stew, but most people just keep re-heating the same stew. For example, from the GKIC membership model itself, and discussions and observations here about membership concept, ascension, upsells, exclusivity, stretching the top of the pyramid and more, he turned what began as a USP into a premium offer: no more than 12 people per month can buy the guaranteed privilege of never having to miss any time at work or have the child miss any time from school or after school activities in order to get all treatments and complete their orthodontic process – meaning, if an appointment must be after hours or at dawn, so be it. He sells this for $2,000.00 over and above the orthodontic case fee. This year, he has sold all 12 positions every month. 12 x 12 = 144 x $2,000.00 = $288,000.00. Since inception, he tells me this has brought in an extra $1.2-million.
He has, of course, done Renegade things. Violated his profession’s norms, created price strategy, positioning strategy, place strategy inconceivable to most of his peers – and judged critically by some. While most orthodontists have resisted having to market directly to patients (rather than relying on table crumbs fed to them by general dentists), Dr Burleson embraced the opportunity. All Renegade Millionaires, by definition, do Renegade things.
He has moved himself away from the “doing”, into the marketing. There is a team of doctors. The practice has grown from about $1-million in 2009 to over $6-million in 2012. He never stops hunting – for the next big thing, and for hundreds of little things. Thus, he was at my Trust-Based Marketing Training, at Mailbox Millions Training, is coming to the New A-to-Z Info-Biz Blueprints Training. He was at Jay Geier’s event where I spoke last year. He told me, if I ever offer a high-level mastermind group for all kinds of entrepreneurs, he’s in. Less and less “doing” and more and more rain-making is an important part of The Path. Trump stopped actually doing his deals quite early – he has had George Ross, who many of you heard and met at a GKIC SuperConferenceSM doing the doing. Walt had Roy and a handful of insiders executing his visions.
He has also moved into Leverage, by selling his know-how and experience. He has an info-marketing business, providing orthodontists with resources, training and coaching, with an ascension pyramid, with a $17,000.00 price point at its peak. Going from success at a core business into info-marketing in the same industry has been a Path that I have put many, many people on, as their move to Leverage. Essentially, a winning “package” of advertising, marketing, etc. can only take a single business like an orthodontic practice so far, and 100% of the money from it has a practical cap; using that same “package” to take some money from hundreds, thousands or tens of thousands of others’ individual businesses offers Leverage. All Renegade Millionaires employ some sort(s) of Leverage. Gene Simmons is rich because he retained all of KISS’ intellectual property rights and all the licensing, creating royalties from, as he puts it, everything in a KISS fan’s life and death, from condoms to caskets. Trump, also big licensor. Hefner, as well. Big direct marketers get Leverage from their lists. They must build customer lists, but by renting them and exchanging them, they create a 2nd income stream from the same asset they have no choice but to invest in. 2nd Income From Same Asset is a common leverage “secret” behind a lot of wealth. Leverage is not new. Mark Twain taught another Leverage Strategy that I’ve used a lot, in his Tom Sawyer story. Another I teach: Simultaneous Present AND Future Bank Deposits.
This is The Path. There is no mysterious map secreted away from the world. There is no code to break. But understand, The Path is not constructed of options from which you pick and choose. It is a Path.