Why the Best Clinicians Don’t Make the Most Money

Let me tell you something that might sting a little.

The best clinician does not make the most money.

In fact…

Sometimes they make the least.

I didn’t always believe that.

When I got licensed, I thought the path was simple:
Get more skills.
Get more certifications.
Become undeniable.

So I did what most ambitious therapists do.

I stacked credentials.

In my first year and a half?

I completed 180 CEUs.

One hundred and eighty.

Every weekend I was in another course.
Another workshop.
Another certification.

I thought that’s what “valuable” meant.

More letters.
More techniques.
More knowledge.

And guess what?

My income didn’t change.
My leverage didn’t change.
My life didn’t change.

I was just… better.

But the marketplace didn’t care.

Here’s the hard truth:

Being better doesn’t automatically make you more valuable.

Being visible does.

Let me explain.

Back in 2004–2005, I was trying to build relationships with some big physician practices in my area.

I would call.
Stop by.
Offer lunches.
Offer to educate.

Nothing.

Why?

Because I had no leverage.

I had credentials.

But I didn’t have attention.

And attention is leverage.

You being an OCS or CSCS does not grow a physician’s practice.

But you having 10,000 people watching you online?

Now that’s interesting.

That changes the dynamic.

That creates partnership.

That creates opportunity.

The Two Skills That Actually Increase Your Value

Not CEUs.

Not more techniques.

Not another manual therapy course.

Here are the two skills that changed everything for me:

1. Going Online

Online became my core.

Masterclasses? Online.
Memberships? Online.
Upsells? Online.
Programs? Online.

When online became the norm…

In-person became premium.

That’s when value shifted.

If everything you offer is in person, nothing feels special.

But when your core value is digital?

Now your time is rare.

And rare equals valuable.

2. Getting Good at Attention

Organic attention.

Traffic.

Eyeballs.

This is the multiplier most clinicians ignore.

This past week I ran a masterclass.

I didn’t do much organic content.

Guess what?

Registrations were lower.

The week before, when I was consistent with content?

Four times the signups.

Same offer.
Same presenter.
Same audience.

Different attention.

Good organic content makes paid traffic cheaper.
It makes partnerships easier.
It makes platforms promote you for free.

Attention is leverage.

Leverage creates opportunity.

Opportunity creates income.

The Lie We’ve Been Told

In healthcare, we’ve been conditioned to believe:

“If I just get better, the money will come.”

That’s incomplete.

Getting better clinically improves patient outcomes.

But getting better at leverage changes your life.

Those are two different games.

And most of you are playing only one.

So here’s the question:

Are you trying to be the best clinician…

Or are you trying to become the most valuable version of yourself in the marketplace?

Because those are not always the same thing.

If this triggered you a little…

Good.

It means you’re thinking.

And if you’re ready to understand how to build leverage instead of just stacking certifications…

Come join us.

We’re talking about this inside the Success Community.

Much love,
Greg

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