Apple has been called the most successful company in history. It is the first publicly traded company worth $1 trillion. Apple’s brand is arguably the most recognizable in the world. Have you ever wondered why that is or how it happened to a company on the brink of financial disaster in the 1980s? When Steve Jobs took the reins of the company back, in 1997, he launched the iMac and the “Think Differently” Campaign. The product and the campaign forever changed the trajectory of the company. At the same time, Steve Jobs was busy reinventing himself and working on a new brand of leadership that would foster a culture within Apple capable of attracting and retaining the best and the brightest in the field.
You’re probably wondering what any of this has to do with orthodontics. What could a $1 trillion tech company possibly have in common with an orthodontic practice or an orthodontic consulting company?
For me, the answer to that obvious question lies in the “Think Different” Campaign and Apple’s approach to customer service. When we launched Systemized back in 2012, we understood the need for consultants with a different approach. We also understood world class customer service and the importance of hearing our clients. We have an immense amount of industry experience among us and we had a lot of ideas about what orthodontists would need to succeed in the rapidly changing market. And, we listened, we really listened to what doctors were telling us.
Einstein said that the definition of insanity was to continually do the same thing but expect different results. Inherently, we all know that this is true, but old habits die hard. We have seen time and again that many orthodontic practices are relying on outdated tools and systems that might have been successful in the past but fail to respond to the demands of today’s market and today’s consumers. For instance, in a market that demands differentiation, why are some still relying on scripting? How can we expect to gain a competitive edge when we answer the phone or present a case just like the practice down the street?
We are facing perhaps the most rapidly evolving orthodontic market that we will see during our lifetime. In order to confront this reality, we simply must think differently. We must have systems in place that adapt to and respond to change. Systems must be distinctive and reflect the culture of an individual practice and not just any orthodontic practice. We must understand how to craft and sell unique patient experiences.
At Systemized, we partner with our clients to develop agile and distinctive systems that are capable of evolving and we build strengths-based practices that realize the benefits of employee engagement and increased profitability. Our goal is to help our clients sail through the changing tides of the current market and find themselves floating to the top! Our approach to consulting with orthodontic practices is unlike any other consultant in today’s market. We think that’s a good thing since today’s market is unlike any we’ve seen in recent history.
So, in the words of Steve Jobs, “Here’s to the crazy ones — the misfits, the rebels, the troublemakers, the round pegs in the square holes. The ones who see things differently — they’re not fond of rules. You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things.”