Gaining Clarity Knowing your why Dr. Angelo Santin is a 2006 gradu-ate of the CMCC. He operates a busy subluxation-based family practice in Thunder Bay, Ont., and is currently serving his second year as president of the Thunder Bay Chiropractic Society. Dr. Santin is one of a small number of interna-tional proficiency-rated chiropractic coaches, and draws on his success, along with the experience of the most renowned experts in this field, to provide time-tested, effective and patient-centred ideas for every chiropractor. He can be reached at [email protected] or 807-344-4606. H ow many of you have experienced fatigue, burnout or a feeling that you have lost your path or do not have clarity about your direction in practice? How has this affected you and your business? If there was a simple way you could gain clarity, increase energy, and move your practice in the right direction, would you want to know about it? I recently read a great book by Simon Sinek called Start With Why. Sinek believes there is a fundamental flaw in the way most people and companies do business. After reading the book, I agree wholeheartedly. The flaw is that most people are unclear about their “why”; that is, why they are in business. I believe this idea alone can help turn us in the right direction in practice. Let’s look at this in more detail. tHe Golden CirCle Sinek invented the golden circle (See Figure 1) to demonstrate why starting with “why” is so powerful. This circle finds order and predictability in human behaviour and can help us understand why our patients make the decisions they do. If you look to the diagram on page 21, you will see three circles. The outside circle represents “what” you do. Everyone knows what they do! The middle circle represents “how” you do what you do. Some people know this www.canadianchiropractor.ca Angelo Santin, DC 20 • CANADIAN CHIROPRACTOR | JUNE 2012
Chiropractic + Naturopathic Doctor June 2012: Page 20
