In this episode of the Staffless Practice Podcast, I sit down with Dr. Jack M. Bourla, President of Sherman College of Chiropractic, my alma mater, and someone I have so much respect for in this profession.

Jack and I start with something that sounds simple but somehow gets really complicated in chiropractic:

What do we actually do, and how do we communicate it clearly?

We talk about chiropractic, the nervous system, and why our message can get so watered down when hundreds of chiropractors are sharing hundreds of different versions of what chiropractic is.

And that confusion does not just affect the public.

It affects the doctor.

It affects the practice.

It affects the way we market.

Jack brings it back to something beautifully simple: know what you do, understand why you do it, and communicate that message to the people you are actually meant to serve.

We also talk about one of my favorite parts of marketing: you are not supposed to serve everybody.

Jack shares how, when he was in practice, he got incredibly specific about the people he wanted to serve and then asked the obvious next question: where are those people already spending their time?

That is such an important reminder.

Sometimes the problem is not your fees.

Sometimes the problem is not your practice.

Sometimes you are simply talking to the wrong room.

We also get into lifelong learning and why Jack, even after decades in chiropractic and now leading Sherman College, still shows up to seminars, sits in the front row, takes notes, and looks for the one idea that might change the way he thinks.

I LOVE that.

Because the minute we decide we already know everything, we stop growing.

There is always something else to learn, something to tweak, another perspective to hear, or another tool that can help us serve better.

And, of course, we talk about the Chiropractic Summit and why we wanted to create a place where students, doctors, and teams could hear from people across the profession about marketing, leadership, AI, social media, patient acquisition, practice growth, and what it takes to build a practice that is ready for the future.

This conversation is really about possibility.

Know what you do.

Know who you are here to serve.

Stay curious enough to keep learning.

And when an opportunity comes along to become better at what you do, take it.

Go make the world better with great care.