Episode #755 - From Beatles To Branding with Andrew Turchin

Foreign welcome to this edition of the Million Dollar Mastermind podcast. This is where we pick the brains of high achievers from all walks of life and get their hard earned real world insights on winning. I'm your host, Larry Wydell. It shows you the subconscious has been working on it. You know, you're loading your subconscious and that's one way to get things done is you think you work on it and you're loading. You take it as far as you can get it, you know, and I do painting and this is, you know.

I've seen your work as far as you can get.

You have an idea, you know, if it's songwriting and any kind of creative type thing, you get it as far as you can get. And then in fact, there's a. There's a beautiful thing. And the third, the third episode of the Peter Jackson thing of the Beatles.

Oh, yeah, I haven't seen that one yet. I saw the.

But there's like three hour and a half things or something like that. I think in the third one you have George Harrison comes in and, you know, he's, he's a shy guy and, you know, and he's got kind of got a bad attitude towards the rest of them at this point in time, kind of anyway, but finally comes in, in a good mood one day and he's playing this something in the way she moves, you know, boom, boom, boom. Something in a way she moves. He's playing like that. And then he talks to Paul and while they're doing other things, everybody's doing something different, everything. But he goes over to Paul, he goes, what would you say next to Paul? You know, Paul says, I don't, I can't think of anything because his mind was on something else. He's playing a piano at the time and then Lennon is over there on the guitar strumming away and he goes, John, what would you say? You know, something in the way she moves me. What comes after that? He said, I've been three months singing this over and over. What would. What. I can't take it any further. What would. Something. The way she moved. What would. What would that be? And here's what Leonard said, because he and McCartney were incredible songwriters. He said, just say. He said, just say whatever comes out of your mouth over and over and over. Sing it over and over and over and what comes out of your mouth. And so that's what he started doing. Just words, you know, to get. And I know that's what I. You know, a lot of times when I'm painting. It's just like get some paint on the. Or a line on the canvas, you know what I'm saying? Put. Put something on there and then we'll go from there, you know. But he said, just say whatever comes out of your mouth. And before you know it, it was like, moves me like none other, you know, like something the way, you know, she. And so all of the other lines came from that, just from singing it over and over and over and see what his subconscious burp to the surface. And so that is not. That's not a rare thing. That's like, you know, I remember. I'll never forget the story of the guy who created or came up with the concept of the picture of DNA. You know, the hexagon type thing. It came to. It was part of the research team. They worked on it for like 20 something years. But he's driving to the Pacific on the Big Sur highway, up to work one day and halfway there the picture just came in his mind. It's like, that's it.

Wow. And right. Just like that. That's how things happen for a lot of people. Yeah. Because it's. You're right. The subconscious has been working on it for a long time and it finally like.

And the. And the answer there is don't give up because you're working on something that hadn't come yet. Because sometimes things, the world just has to move and ideas have to form before what you're after can even be conceived. But then when it happens, it's like boom, boom, boom, boom. Okay, now we can move. And so you had this inside your head. So that was the technical side of it. When sounds like you've been working on this. How far along were you on this before you moved to Aspen?

The whole ageless smile and the algorithm and everything.

Yeah.

You know, I knew what I was doing was giving people a more youthful look and slowing and reversing the aging process. I knew that and I just. You know, we're shy. Dentists are shy to come out of our shell and say we've got something special and unique. And so I started right around that time was I just started thinking about how to do it. And it is only until recently, the last couple of years, that we've actually branded the ageless smile and created that. Because everybody told me that it was more important than my name. Be there. Andrew Turd. You know, traditional great high end dentists in New York City, they didn't. They had their name. Yeah. And that's great. I get it from A trust standpoint, you know, put your name on it. But now we're more moving towards Age of smile, designed by Dr. Andrew Turchin, developed by, we're playing around with that. But right now, like, you know, this is our ageless smile and we love it. We love our little logo and it's wonderful. And so we've just been over the last. It was when the course happened and I was going to teach my process that I decided to, I needed to create a mathematical formulas. And it worked. It worked amazingly. And then throughout, we needed a way to explain things more simply to patients and to the simplify idea. I think you'd agree with this. If you can't put it on one page, it's too complex, nobody else is going to understand it. So I'm a one page guy, right? So for instance, you know, when did.

You learn that, by the way?

You know, do you know who's in Aspen? Have you met Steve Gorland? Do you know him at all?

Gorlin.

Gorlin. He's a big bio, biotech investor and finance.

Here, I'll get you to introduce me.

Yes. Stevie Gorland, he's, he's great. He's, he's brought, I may have met.

Him, you know, because, you know, it's a small world.

It's a small world.

As such. I don't, don't recall him. So.

Absolutely. Gorland Enterprises, he's done, you know, brought so many biotech companies to market. He takes small early stage biotech companies and before you know it, they're billion dollar companies and things. He's on the finance side and raises the money and all of that stuff. But I remember once I, I wanted to talk to him about an idea friend and patient and he said, andrew, put on one page. I don't listen to anything that's not on one page. And it was a great lesson in life and now I use it extensively. For instance, I explained to patients our process. I think one page. These are the steps of our process and it's clear. And what I think, I think most people, I have dental buddies that are marketers that say, nobody cares about your process. Andrew and I disagree. I think a lot of people, they put trust in a process. I know our, I want to know the process when you're going to. We just built a house, right? Tell me the process. If you can't, if you say, I don't know, we're going to get it done eventually. I don't know how it's going to go. I don't want to hear that, that doesn't build confidence for me. I want to know the six steps of building my house, demolition this. We have, you know, pretty much a six step process in the ageless smile that gets everybody to a guaranteed result, the result that they want. And that's what I've created. Only through process can you know that you're going to get the to the end correctly. And so I'm a huge believer in it. And if you can explain it succinctly, I think it's, it's huge. It's a huge thing that people can be confident in. And I think in the end it's all about confidence and trust.

Right, right. So where do you, you know you're in Jersey, right? Is that where you came out of? You grew up?

Oh, yeah, yeah. Well, I grew up in Connecticut first, first half and then, and then, and then New Jersey and then on.

When did you get the fever for Aspen and how did that happen?

Well, you know, it's kind of ironic because I, I, I thought the bug of coming out west and skiing came in dental school. And my, one of my best buddies in dental school started dragging me out west to like, you know, couch surf in Boulder. Not couch surf, but he had a friend in Boulder and we'd go there and then his friend moved to Jackson Hole. So by the end of dental school we were in Jackson. So we started coming out west. That's my first experience coming out west was in dental school in my 20s really. And I fell in love with that kind of skiing. But if I look back, I was so into skiing, even though I wasn't that good. I was just skiing Jersey and maybe some Pennsylvania mountains at the time. And actually maybe by high school we were making enough to Vermont a little bit. But my bar mitzvah sign in board is the real key because I was, I was dressed in full ski garb in my bar mitzvah signing board. Yeah. And each, each, each table instead of being table 1, 2, 3, they were Killington Mountain and this mountain and that mountain and there was, yeah, my, yeah, there was these paper mache mountains and with the name of it on top. So it was a, it was a ski themed bar mitzvah. And I think that says that, you know, you know that it was a passion of mine. And I always say this, I actually say this in my lecture sometimes just to like lighten the mood a little bit. I'll throw in that picture of this because it's pretty funny. This 13 year old dressed in full ski by the way it was summertime when we took the photo. Right. It doesn't make any sense in the backyard. But, you know, shouldn't we listen to our inner 13 year old once in a while? Just not all the time, but once in a while. And so moving to Aspen, I think was listening to my inner 13 year old. I was in love with skiing and shouldn't I just do it more? And I could think of all the people that helped me solidify that idea, like older dental mentors that I was skiing with. That said, andrew, you really love to ski. Why don't you go out west every month? And as a young dentist, I said I could never do that. I couldn't afford the time, the money and everything else. And I remember my dear friend Gary Roos said to me, andrew, I've never seen somebody this passionate like my. The cab is waiting down there and you're still trying to get runs in. You know, you're supposed to be at the airport right now. And he, and he said, you should just plan it and you'll figure it out. Just, just book it. You'll figure out the money and the time. Don't worry, Andrew. And the irony is like, I thought I didn't have enough time. I was not, you know, I was a new dentist starting my business. I had plenty of time and, and I skied every month. And that helped build the bug I started. Even in the summer, I started going down to South America to ski a little bit.

Really?

Yeah. And then I was Portugal or down in Via Nevada and Las Lena. So those were my two. I know Portugal is supposed to be amazing, but I never made it there. And, and then I started coming out and then I used to go to other mountains. Like I think Christmas time. I usually would head up to British Columbia and do some skiing. Yeah. And I. Whistler area. Yep.

And.

And it was great. But what. The first time I came to Aspen, I, I never went anywhere else for the Christmas holiday again. And I was, you know, New York was great. People say, did you burn out of New York? No, I worked just as hard here and, or harder. I just get to ski twice a week now, which might not seem like a lot for locals, but it's, it's a lot more than a New Yorker did. So, you know, I get my 50 days in a year and I'm a happy guy.

Yeah. And it's a lot more than most locals who move there. You take it for granted. It's easy to fall in the pattern of taking it for granted. And not getting out there. And so that's, that's 50 days is, is good, is great. And so how old were your kids when you moved?

My kids, I'll be honest, were not born yet. They weren't even a thought. My girlfriend moved out with me from New York and then we got married here at the Jerome. So we're really wonderful. Built everything together here. We built a practice together. I don't want to say she doesn't work in the practice, but she certainly helps with anything that's visual. She designed the. Yep, exactly. She's an interior designer and she also designs anything visual in my office. So whether it be, hey, you know, she's a visual person. So this, right, you know, this is our sheet of our culture sheet of our practice. Right? On one page. A one pager explains to any, everybody in the practice what we're about and what the expectations are to work, you know, with me, because, you know, I'm very specific. I mean, I have expectations and I think it's really important and helpful in life to be as clear as possible on our expectations. I think people actually thrive with being with clarity. Like, this is what I expect of you. This is how I expected to get done. And not, not that they're like robots or anything, but it's better than just being annoyed at people for not doing it the way that's thrive with clarity.

And how have you, when did that occur to you?

You know, probably just more in the last few years. I'd say, I'd say leadership is one of the most important things in life. And I, I wonder, you know, what I could have done with better leadership skills earlier. I think it wasn't one of my strong points. I mean, I led like somewhat naturally, but not, not enough with clarity because I think I was probably too lazy to put the work in to create the clarity. And you know, first it was just systems, but like culture is a system, you know, how we communicate with each other as a team is a system.

When did that dawn on you? And it could get, you know, because you're, you're, now you're figuring out something that is obtuse and invisible. It's like trying to identify the spirit world or something. And so, you know, this is not, you know, you're putting your same approach of detail and unraveling into something a totally different sphere. So where did the whole idea of having a culture and a mission statement and, and these type things, I think.

I've read about it for years, let's just say, yeah, well, that it was worth my time is, you know, comes from breakdowns. Right. When, when you have, you know, the whole team angry at each other, annoyed at each other because nobody has a clarity.

Happens in a dental office.

You know, it happens everywhere, doesn't it? But certainly when you have a team around, you know, we're always somewhere around seven to ten people. Right, right. And, and that means I'm involved with every single person. There is no, you know, spoke of the wheel type of leadership. You know, you know, where you're the center and there's folks going out and leading other people. That doesn't happen. I'm the leader here. I, I want everybody to self lead also. And that's what I'm able to do by giving them clarity. So, you know, from. I've always been, I'm an analytical person. I'm very good at outlines. I've always been good at outlining. I've always been. And, and so I use that here by looking at the big picture. You know, it. Our job is a, is just a pie chart of task. That's great. You know, know your task and then we have checklists and I've always been good at that. I have tons of checklists and things like that. That's been almost 15 years of checklisting every procedure in our office. But I never thought about. You're right, the culture and then another third of that pie chart is attitude. Right?

Yeah.

Right. Because it doesn't matter if you do your job right if you know you're an asshole to everybody around you. Right, Right. And because that, just because that doesn't breed good culture and warmth and, and you know, people want to have. We need to, want to come to work and then, and then the third.

Retention employees, but also in retention and client and customers, you know.

Oh, absolutely, absolutely. And, and even then I, so I've had this, this came from a coach of mine because I had coaches and my first coach more than 15 years ago, Kirk Baron, gave me this pie chart. Your job, task, attitude and promote dentistry. We forget that they should be talking, you know, we're not talking about selling dentistry or pushing anybody, but promoting and being able to talk to people about the benefits of Right. When asked so that they have those skills to promote dentistry and tasks I figured out a long, long time ago. Right. The checklist promote dentistry. Even I had an aha moment. I don't know, I'm guessing about eight years ago of that everybody should be given the tools to promote dentistry. So in our practice we have about five or six, I forget. Promotions we call them. But they're just facts about our practice that are special and unique. And because they have those at the tip of their tongue, when somebody says, you know, I'm here because my veneer came off. And they always come off. They could say, oh, did you know that Dr. Church has a 99.6% no deeponder breakage rate? What? They. They have that exact answer because it's one of our six very unique things about our practice. And. And so I gave him the tools we expect.

You're. That was written up in one of these journals or something. Top journals in dentistry, wasn't it? Or what. What was that that you were written up.

Oh, Titans of dentistry.

Is that.

Yeah.

Dr. Turchin's temporary veneers are better than most dentists. Permanents.

Yes, yes, yes. I'm very well known for my temporary veneers and how we make them because they're so important. Some people think they're just temporary, but they're really the blueprint. The process I teach Dennis, on the technical side, I don't bring this up to patients. It's called the dual blueprint method. And we make the blueprint first on a model, we transfer it to the mouth and we fine tune it to your aesthetic, phonetics and everything else. And we're really close because of the algorithm, but we're talking little microscopic things that make it right. And then we have a process that duplicates that. So temporaries aren't like the common thing you'll hear is, don't worry about it. It's just a temporary. Don't worry about how it looks. You'll love the permanence. But how, how do we know we're going to. I always say a plastic surgeon, if they had the opportunity to try on a nose, they would take it really seriously.

Right, right, right.

And I have that opportunity with, with teeth. So we try it on. We put everything into it to make them look amazing.

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