Why is Ben Altadonna changing PBA to CHIROTRUST?
As you know, names attract and repel. That’s why I love naming things; I want to attract and repel!
Nobody, including you, should attract unqualified, disinterested, or wrong-fit customers or confuse those good patients who are already looking for a Chiropractor.
That’s why for years I’ve been telling members to take a hard look at the name of their practices, to think of who really is their market. As PBA grows, it’s only natural for me to re-evaluate who its market really is and who it is not.
So, what’s my latest epiphany?
PBA’s market is consumers, NOT Chiropractors!
As long as we continue to provide value to patients on behalf of our members, attracting members to PBA will take care of itself.
That’s the primary reason for the name change.
We need a name that can speak to your market, not mine!
Secondarily, with “elegance, simplicity, and effectiveness” always as my primary concern, this clearer vision helps me determine what about PBA can remain, what needs tweaking, what should be eliminated, and what else we can do to help promote quality Chiropractic care.
It’s more than just a name change.
So stay tuned!
~Keep doing your part and I promise that I’ll keep doing mine.
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