Secrets to Success

Deborah Cole Micek
and John-Paul Micek

Sunday, October 31, 2004

Think outside
the (painful)
dental chair

While other conventional dentists are listening to experts telling them to streamline their efforts and squeeze more clients into less time in order to make more money, a lone dentist blazes a different trail.

A divergent thinker and artist, Dr. Wynn Okuda brings two opposite industries together into a masterfully crafted business.

Most people would think a day spa and a dentist's office are two diametrically opposed industries. Not Dr. Okuda. He decided to think dramatically outside of conventional dentist practices in order to change people's perceptions and realities about going to the dentist.

When we coach business owners to help them reach their goals in one-third the time of others, one of the main secrets we help them to understand is the pain/pleasure principle.

Wynn took this principle to the next level. He did what his competitors believed was impossible. While others told him how crazy his idea was, Dr. Okuda met with architects to create a unique experience in cosmetic dentistry.

As you relax in a cushioned dental chair, you barely notice Dr. Okuda prying in your mouth. You're actually disappointed when you are finished because, while all the work was going on in your mouth, you were basking in a sea of tranquility as a trained massage therapist massaged the soles of your feet.

Completely distracted from what's going on at the opposite end of your body, an hour goes by like a minute. Contrast this feeling to the traditional way most dentists do business.

Ever since dentists walked the earth, the belief that people will never look forward to going to the dentist has been widely accepted. Instead of finding a way to counteract this belief, dentists just kept following the same model in their industry, doing the same thing over and over again.

Because Wynn held onto his new paradigm of running a successful business, celebrities, politicians and public figures travel from around the world to visit his Dental Day Spa here on Oahu in Kaimuki.

Most dentists work under the premise that their patients just have to put up with the poking, prodding and pain while they get their job done.

But Dr. Okuda's business philosophy puts the client first. As a result of this client-centric philosophy, he has created an entirely new experience for his patients, who are his raving fans.

Would you ever believe that going to the dentist would actually bring sensations of pleasure up and down your spine instead of chills of fear?

EVALUATE your business. Can you think of how another industry, or practice from another profession might revolutionize the way you do business?

Thinking outside the box often involves thinking completely the opposite from how your competitors in your industry are thinking. That's the secret to tapping into something extremely profitable and revolutionizing your business.

See the Columnists section for some past articles.

John-Paul Micek is the lead business coach at RPM Success Group Inc. Reach him at JPM@RPMsuccess.com or toll-free at (888) 334-8151.

Deborah Cole Micek, chief executive officer of RPM Success Group, is a business success coach and life strategist. Reach her at DCM@RPMsuccess.com or toll-free at (888) 334-8151.

Access an expanded version of this article at www.GetCoachedforFree.com.



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