I had to fire two people last month…

I had to fire two people last month…

I need to tell you about the hardest part of my week.

It wasn’t writing content or coaching clients. It was sitting across from two team members—good people—and telling them it wasn’t working out.

They weren’t bad employees. They showed up, did their jobs, were pleasant to be around. But they weren’t the right fit for where we’re taking our practice.

And here’s the thing—as the owner, that decision falls on me. Not HR. Not a manager. Me.

Shannon and I own a chiropractic practice. We’re not doctors—we chose this business because we saw the potential. We took over someone else’s practice, which came with its own challenges: an established culture, patients who didn’t want change, systems that were stuck in the stone age. (We’re talking analog paperwork and dial-up internet speeds. No kidding.)

So when I talk to orthodontists about the challenges of ownership, I’m not speaking from theory. I’m speaking from reality.

This morning, before writing this, I was dealing with:

  • Finding replacements for those two positions (hello, hiring headaches)
  • Reviewing our marketing spend because every dollar matters
  • Having a conversation with a team member about our vision (again)

Sound familiar?

Here’s what I’ve learned after 15 years of coaching orthodontists AND owning my own practice: Most consultants teach theory. I teach reality.

They can tell you about delegation because they read about it in a book. I can tell you about delegation because I just spent $20K in the last five months investing in coaching for myself and my team. I practice what I preach because my family’s livelihood depends on getting this right.

The difference between working IN your business vs ON it isn’t academic for me—it’s survival.

When I work IN the business, nothing grows. I become the bottleneck. Team members wait for my decisions. Revenue plateaus. I go home exhausted.

When I work ON the business, I’m developing leaders, not just managing tasks. I’m building systems that work without me. I’m creating a culture where people take ownership.

But here’s the hard truth most consultants won’t tell you: Sometimes being a good leader means making decisions good people won’t like.

Those two team members I let go? They would have stayed comfortable doing the minimum. They would have infected the rest of the team with “good enough” thinking. And slowly, they would have killed the culture we’re building.

That’s the burden of ownership that only owners understand.

You can’t just be the nice guy. You can’t avoid difficult conversations. You can’t delegate your way out of taking responsibility for the culture you create.

Most consultants have never felt the weight of knowing that if you make the wrong decision, people lose their jobs. If you’re too soft, everyone suffers. If you’re too hard, you lose good people.

I live that tension every day. And that’s exactly why I can help you navigate it.

Here’s what I know that theory-based consultants don’t:

  • The 3 AM worry about whether you made the right call
  • The guilt of disappointing someone who’s trying their best
  • The pressure of being the final decision-maker on everything
  • The loneliness of leadership when no one else sees the big picture

But I also know the other side:

  • The pride of watching someone grow into a leader
  • The relief of a team that functions without constant supervision
  • The freedom of working ON your business instead of being trapped IN it
  • The satisfaction of building something that matters

That’s what I’m offering in the 6-Month Leadership Upgrade. Not textbook leadership principles, but real-world, battle-tested strategies from someone who’s making the same tough decisions you are.

The investment is $3,500 per month. While I’m asking you to make that commitment, Shannon and I just invested over $20K in our own coaching and consulting in the last five months alone. Because owners invest in growth.

Only six spots available. Once they’re filled, I go back to focusing on my own practice and my existing clients.

If you’re ready to lead with clarity, confidence, and courage, let’s talk.
👉 Click here to schedule your 6-Month Leadership Upgrade Discovery Call

But only if you’re ready to make the tough decisions that real leadership requires.

Proactive, Productive and Profitable,

Dino