In this episode, I sit down with business advisor, author, and media commentator Jason Cunningham to unpack what it really takes to build a successful business. And this isn’t just theory.
Jason has spent over two decades helping businesses grow, scale, and, most importantly, become valuable enough to sell. Even if you never plan to sell your business, his philosophy is simple: Build it like you could sell it at any given time.
The “End Game” Most Business Owners Ignore
One of the biggest takeaways from this episode is the idea of starting with the end in mind, a concept popularised by Stephen Covey.
Jason explains that most business owners never think about what their business should look like at its peak. Instead, they get stuck in the day-to-day grind. The problem with this is you end up building a job… not a business.
Why Most Podiatry Businesses Feel Stuck
Jason highlights a major issue in professional services, especially podiatry. Most clinic owners start a business because they’re good clinicians.
But being a great podiatrist doesn’t automatically make you a great business owner.
As Jason explains, many podiatrists are:
- Too focused on clinical work
- Over-servicing patients
- Deeply involved in every decision
- Unable to step away from the business
Does any of this sound familiar?
The 7 Ingredients of Business Success
Jason’s book breaks success into seven key ingredients, but in this episode, we focused on two critical ones:
1. Strategy
Most businesses don’t have a real strategy. Or if they do… It’s outdated, hidden away, or never shared with the team.
Jason uses elite sports teams, such as the New Zealand All Blacks, to illustrate this perfectly.
Every player knows the game plan, and every decision is guided by it.
Yet in business, most of them are guessing, moving through each day with no real game plan or strategy.
2. Understanding Yourself (Mission & Culture)
Jason emphasises the importance of:
- A clear mission statement
- Strong core values
- Knowing your “why”
And here’s the key takeaway: If your team doesn’t know your mission, then your mission doesn’t exist.
The “Sellable Business” Concept
This idea alone could transform how you run your clinic. A business that’s ready to sell is:
- Profitable
- Systemised
- Independent of the owner
- Attractive to buyers
But more importantly…It gives you freedom.
Stop Building Barriers for Patients
One of the most practical parts of this episode was Jason’s story about the bookshop that literally told customers not to come in. And when you think about it…How many podiatry clinics do the same thing?
- No online bookings
- Phones always engaged
- Outdated websites
- Poor reception experience
These are silent barriers that could be affecting your patients every single day.
The Power of Collaboration
Jason finishes with a powerful reminder: Focus less on yourself and more on helping others. In business, and especially in tough times, collaboration creates momentum. And momentum builds growth.
Final Thought
If you take one thing away from this episode, let it be this: Don’t just build a clinic… build a business. Because the two are not the same.
10 Key Takeaways
- Build your business as if you plan to sell it
- Most podiatrists are stuck being technicians, not owners
- Strategy is useless if it’s not shared
- Your mission should be simple and clear
- Culture matters more in tough times
- Systems create freedom
- Patients notice friction in your business
- Collaboration beats competition long-term
- You need to think like an owner, not just a clinician
- A great business gives you a choice
If you want help building a podiatry business that actually works for you, not the other way around, reach out. And, if you enjoyed this episode of Podiatry Legends, please share it with a friend or fellow podiatrist.