(cont)…with a surprisingly humble, one man clinic in a small town. Unlike my competitors, I will not require a large volume of patients to offset overhead, advertising, and payroll costs.

“And the best plan for the insurgent brand? To find a smaller tribe, become the presumed winner there, and scale it up across tribes.” **

It took me a few days (and a little help from some timely reading), but I figured it out. I think, much like my mother, Diane might be right after all.

Looking back, I realize that I have done this before. I need not change who I intend to be. Instead, I must necessarily seek out an environment and a circumstance in which I can thrive.

I will be conscious of my brand of insurgency, marked by care, respect, and service in a battle against “state of the art” techniques and facilities as well as “highly trained” staffs armed with the latest in “evidence-based treatment” of craniofascial disorders and Augmented Soft Tissue Mobilization.

I think I will be okay, after all.

*Quoted passage from: Seth Godin’s blog: “How much are you going to tip?”

(If you are out there listening…thanks again, Diane.)


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