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Change is inevitable in private practice, but the practices that recognize it early can turn disruption into opportunity. In this episode, Chad breaks down the lessons from Who Moved My Cheese? and shares how those principles shaped 23 years of growing a physical therapy practice. From physician referrals and Google Ads to the rise of ChatGPT, Gemini, GEO, and AI-powered search, discover why adapting how patients find your practice is more important than ever. Use these lessons to identify changes sooner, protect your new-patient pipeline, and position your practice for what comes next.

Time Stamps

00:00 – Why Who Moved My Cheese? Still Matters

01:25 – The Four Characters and How They Respond to Change

03:45 – Six Key Lessons for Navigating Change

06:20 – Applying the Lessons to Physical Therapy Private Practice

08:10 – Building Beyond Physician Referrals

11:15 – The Google Search Discovery That Changed the Practice

14:45 – How Patient Search Behavior Continued to Evolve

17:10 – ChatGPT, Gemini, GEO, AEO, and the Next Search Shift