By, Keith Wassung, Chiropractic Patient Advocate
Commentary by, Brian Nardi, DC
Twenty-Five years ago, there were very few sushi restaurants in the United States and even fewer retail outlets 
for sushi. Most of them were found in trendy metropolitan cities in California, New York City and a few coastal cities in New England.
A group of Japanese Sushi Business Execs wanted to expand the sushi market in the United States—especially in the Midwest and in the South and in smaller cities and towns.
The group hired western restaurant marketing experts to advise them on how best to accomplish their expansion vision. Reportedly the cost of the consulting fee was in the millions. The marketing group advised them that most people in the U.S would not want “just sushi” on a menu, nor would they pay top dollar for “raw fish, rice and seaweed. They advised the Japanese to surround the sushi on the menu with other popular food items-burgers, pasta, chicken and sandwiches and to offer discounts and giveaways to entice people to try the sushi.
The Japanese group paid the consulting fee, read the advice and then promptly shredded the entire document. Instead of accepting the advice, they planned a different strategy where they would focus on marketing and selling the unique value of sushi.
Their strategy included elevating the quality standards of ANYONE who would operate a sushi restaurant including quality of product, cleanliness, training of staff and customer service. Their entire strategy involved communicating a unique message to the public, knowing that once a person experienced a meal in their restaurant, they would return as repeat customers and would eagerly share their experience with others.
HOW DID THEIR STRATEGY WORK OUT?
Twenty-five years later, sushi is one of the hottest growth industries in North America. Even with a down economy, expansion and consumption continues and according to some experts—“the growth of the sushi dining experience has barely begun.”
Commentary:
WHAT DOES THIS HAVE TO DO WITH NARDI FAMILY CHIROPRACTIC?
When I opened up the practice almost 11 years ago, I hired a practice management firm to help me get going. I listened to my colleagues and people within our state organization thinking their experiences collectively would be a help to me.
Their advice was to surround Chiropractic with ancillary procedures like traction, massage, nutrition, diet and exercise. None of which I have an inkling to study or advise folks on. I followed their advise and though I did make good money, I had a hole in my heart. Ultimately I threw away all their advice and did it my way, the way I know I am meant to do it.
Chiropractic is a unique message. It focuses on how your nerve system coordinates all cells, organs, muscles and systems in your body but that a subluxation, an interference in the nerve system disrupts the coordination and your family and friends do not work up to par. We are here to strengthen your body’s capacities.
Very often folks come to us referred from other Practice Members saying how much they enjoyed their experience here. Last year, we had a Potential Practice Member come in for an exam and first adjustment, then we didn’t hear from her for a whole year. Recently we received an emailed explaining how at the time she didn’t want to commit to a lifetime of health and only wanted her symptoms alleviated. After trying a number of other Chiropractors in the area, she wanted to return to us and because she knew we were the best and has now committed to membership.
HOW DOES THIS ALL RELATE TO YOU?
For starters, you can not listen to what others are telling you. You have to do what you know is right for you, in your heart. That’s why you are here. You know full well that “an ounce of prevention is more effective than a pound of cure.”
You are a unique individual. Cookie cutter approaches to health care rarely work for the outlier. And even when they work for the herd members, their “treatments” come with consequences. Who wants that?
You are a sushi restaurant. You know full well what your unique characteristics are and how you can best serve the world and it’s people. We’re here to help you do that!
With love,
Dr. Brian
