Most therapists I talk to are looking for “tips”. Gimme something right now. What can I do today? What will fill up my appointment book this month? What will be easy, and not take too much time, thought or money?

In the business world, tips are called tactics, and are contrasted with thinking strategically.

There are plenty of tips out there. That’s not the problem. And they often work to generate a few extra referrals, which is great.

The problem is that tips are common knowledge within the field and thus are usually only useful for a short period of time. Tips are horizontal. They skim the service but don’t fundamentally change the way you think about promoting your practice.

Thinking strategically, on the other hand, goes vertically deep. It requires the development of a new mindset, an uncommon way of looking at usual phenomenon. Like any creative process, it requires new associations between previously disparate ideas. Eventually, the ideas jell and integrate. A a new lens is formed from which to view your practice, which is now a business. This new business lens exists next to your clinical lens. It’s not better or worse; it’s just a different lens that exists for a different purpose. You can flip either one on when the circumstances require.

And when the two work together, it’s a beautiful, very successful thing.